Cafe 42 Blog

Marketing Data Science

What motivates people to RESPOND (click, like, share, comment), and CONVERT (buy, try, sign-up, subscribe) from your marketing efforts? This is a very important question, because the point of marketing is to get people to [think or] do what our campaigns [suggest or] direct them to do.

At the foundation of all marketing is Psychology. To be effective at marketing — getting people to buy our offerings or believe in our message — we must seek to understand what motivates our behavior.

BIG data science—the AI of today—monitors and categorizes our digital and cellular interactions, but NOT what motivates individuals to take a particular action. I use the word BIG because without a LOT of data, there is NO SCIENCE in data analysis. BIG data can recognize GROSS PATTERNS OF BEHAVIOR, which can be applied when marketing to large segments of the population, however, for most businesses using only paid digital ads to brand or sell your stuff is generally a waste of your marketing dollars.

Data science doesn’t work at TIGHTLY targeting individuals because PEOPLE LIE.

Psychology is more an art than a science. Humans are complex beings, our [perceived] needs and desires constantly changing with age, and life circumstances. We lie to ourselves — tell ourselves we need* things we don’t, or make promises we never keep, like dieting, exercise, control spending, be more productive, less time on our devices, YouTube…etc. We lie to each other, because we believe it ourselves, or we want to appear smarter, kinder, wiser. We ALL fib, exaggerate, fabricate, remember wrong, because memory has been proven to be faulty. Humans are fickle, which is what makes figuring out what motivates us particularly difficult when we often don’t know ourselves.

Facebook, Google, Instagram, most every site you visit now is ‘analyzing’ your digital (and cellular) footprint with their large language models (LLMs), and large action models (LAMs). Platforms selling digital advertising, and unfortunately their users, rely on AI to ‘target’ your marketing, but they know virtually nothing about YOU because AI can’t tell the truth from a lie.

We are just beginning to identify a few basic behavior patterns common to most of us through BIG data collection and analytics. However, identifying patterns and categorizing behaviors does not automatically give us the reason why someone chose to take an action.

Today’s AI doesn’t ‘learn’ what motivates each of us, regardless the hype. It mimics learning by recognizing patterns, then correlating, categorizing, and collaborating distinct behaviors into groups. The ballooning BIG data (AI) industry has great marketing though, because they’ve convinced most (young) marketers that creating campaigns on analytics alone will garner greater SALES, though this is a lie.

Remember, our psychology is what gets us to believe in a cause or take any action. Humans are dynamic, complicated, volatile, erratic, and to get what is truly motivating us is really hard since we lie so often to ourselves and others. We all do, as previously stated. Like it or not, every one of you reading this post lies. A lot! We lie to appear politically correct, even though we are all born racists. We tell ourselves all kinds of crap to excuse unhealthy behavior, and rationalize our positions with even more crap that we tell others. Everyone does. Lying is a human condition, like self-interest. We all lie/justify/rationalize to ourselves, and subsequently others — loved ones, friends, colleagues, strangers — most every day of our lives.

TARGETED [digital] marketing is supposed to get advertiser’s ads in front of the people most likely to find interest in them. The truth is, Google, Insta, TikTok…etc. don’t have a clue who is posting lies, or why. So, when your analytics dept, or AI on the Facebook Ads app tells you it KNOWS the target markets for your offering, without intimately knowing the best bits about the offering you’re selling, FB’s lying to you. Even with all their BIG data analytics of our digital footprint, quantitative data doesn’t tell us qualitative reasons why anyone really does most anything.

Response rates average between .05–2% with most digital advertising, which is actually LOWER than with email, TV, even print and other ‘traditional’ media.

So much for the wonders of data science making your marketing work to sell your offerings. And all the Likes and Shares in the world won’t SELL YOUR STUFF. Smart marketing requires more than letting Google Ads’ interface pick your target markets, even write your ad copy while you upload an image or vid. If you want better response rates, as in CLICKS on the links you provide in your ads, you need to take the following steps. IN ORDER:

1. List as many real, potential [and perceived] FEATURES of your offering as you can.

2. Identify the PEOPLE (target markets) who will BENEFIT from the best FEATURES of your offering.

3. Create original marketing and ad campaigns that align/sync/match the best FEATURES of your offering with those most likely to BENEFIT/want them.

Effectively marketing an existing offering, new product/service/message, or even an idea requires actually THINKING about the TYPE of person who will likely BENEFIT the most from the unique FEATURES of what you’re selling.

When Google and Facebook tell you they know who (target markets) will find interest in your offering knowing nothing about what you’re selling, or the people that will BENEFIT from using it, well, they’re lying to you. Their ‘targeting’ is KEYWORD based—NOT our psychology. Additionally, when people post on their social feeds, they often post falsehoods/lies, either because they’ve convinced themselves it’s the truth, or because they are trying to market, i.e. SELL/brand themselves to others. Facebook’s AI can’t tell the truth from a lie, especially since so often we can’t, even to ourselves.

Another TRUTH: most advertising lies. Marketing sells real benefits, as well as perceived benefits. Apple sells the perception their devotees will be ‘more creative’ if they use Apple devices, but this is a lie. Creativity comes from inside of us, not from the technology we use to create it.

Sure, there’s bound to be many who will tout success with data science, especially large corps and political orgs that spend billions annually flooding our feeds with ads. Thing is, throw enough shit against a wall and some of it will stick, which is why digital ad platforms can show results. They’ll spend your marketing dollars for more bullshit stats of Likes that may feed egos but does nothing for sales.

  • Google, FB, social media ads [generally] get a .05 – 2% response rate.
  • Networking yields 20-40% response.
  • Email gets [approx] 25% open rate.
  • Even print [geotargeting] will garner 4.4 – 9% response.

Smart marketers/marketing—the kind that yields SALES—knows what they are selling, intimately. They design, write, and produce campaigns that will spark interest, engagement, and funnel to sales because they’re always marketing the FEATURES of their offering that fulfill a desire or BENEFIT a specific TARGET MARKET. Producing SMART MARKETING with every campaign will SELL YOUR STUFF, without using data ‘science’ at all.

*NEED is a philosophical construct. We don’t NEED anything, not even food if we don’t care about living. Humans DESIRE things—possessions, children, relationships; to feel ‘happy,’ satisfied, sated…etc.

Smart marketing creates [perceived] NEED from DESIRE.

Therapy for Change or Ego

Lonely?

You bet! So is most everyone else, even people with partners. And no need to be jealous of the relationship they have, since they likely don’t have the fulfilling romance you imagine they do.

Sad?

Of course! Lonely is depressing!

Anxious these days? Or any days navigating our modern world?

Of course you are. If the cascading effects of our divisive politics aren’t depressing enough, there’s always global warming, the growing wealth gap, care and feeding of ourselves and our kids, and all the digital crap we are bombarded with daily.

If you’re dealing with depression or anxiety, now may be the time to talk to a licensed therapist,” Michael Phelps, the Olympic gold medalist says to camera, like he’s talking directly to YOU.

Mr. Phelps is selling online therapy, which has exploded in popularity with the isolation of the Covid19 pandemic. Before Michael got on board as their official spokesman, online therapy was slowly, quietly growing. As more celebs put their mental health in the spotlight, as Phelps has done with his own emotional struggles, the more acceptable seeking “mental help” becomes [for those who can afford it].

It’ just as easy as joining a video call, or texting with a friend,” Phelps continues. “Except it’s with a licensed professional therapist trained to listen and offer support, all from the comfort of your home.

Mr. Phelps is recommending that instead of calling a family member or friend, for free, who will likely listen and be supportive, you can PAY someone you don’t know, who does not know you, starting at $150 an hour or more, for a 50-minute online chat.

I get that many people don’t have ‘friends’ they can call up and talk about what matters to them. If this is you, the question is WHY?

There are social clubs, volunteering opportunities, gyms, classes, sports that you can engage in to meet others. Sure, that’s work, hard work, and it’s much easier to binge-watch Netflix to help you forget you feel lonely.

If you choose to pay for a therapist than deal with the work and compromise that comes with real relationships, well, it’s no wonder you’re lonely. And I won’t play therapist here and waste your time ‘exploring’ your lack of motivation, or apologize for telling you the truth. For most of us, there’s no real reason to be lonely. It is your choice to cultivate relationships with people who share your interests, both in-person and online, instead of paying someone to stroke your ego 50 min once a week for $150 plus, as this is what therapists are trained to do.

The best explanation on the value of modern therapy I’ve ever heard was from a friend who’d recently graduated from a prestigious university with his Doctorate in Psychology: “Going to therapy is like getting a mental massage.

The entire process of one-on-one therapy is fatally flawed.

Marriage and Family Counselors to doctorate-level psychologists are trained to be your advocate. It is their job to build trust between you. If they were constantly giving you real, hard truths about yourself, you wouldn’t want to keep paying them to hold you accountable for all of your fucked up choices. Most therapists are schooled in “understanding.” They’re taught to be an empathetic listener, more sympathetic than action driven. Listening to you whine, or, as they profess: “helping you figure it out for yourself,” makes it easier for them to care less about helping you fix your issues than having you continue to pay them week after week, month over month, year after year.

There is a fundamental conflict of interest at the core of the therapeutic process. It is easier to keep a client than get a new one! Anyone in business will tell you this adage is the truth. And therapy is a business, and a profitable one at that, if the therapist can get and retain clients. They are hoping for a long-term relationship, where you feel as if you have a friend in them over the years, maybe at times, the only true friend you feel you have. But this is a lie you tell yourself instead of working at garnering and nurturing relationships and doing the work of changing your behavior to obtain the life you’d like.

We lie to ourselves often, and therapists don’t feel it’s their job to call you out, even though doing so could save you tens of thousands of dollars, and possibly years of your life’s time.

Psychology 101: PEOPLE LIE. To ourselves a LOT, and to each other. We rationalize, justify, and flat out lie to look kind, smart, moral, wise, or to get what we want. And if you are telling yourself you do not lie, you are in fact lying to yourself.

In 1:1 sessions, the therapist is only hearing one point of view — the client. They have no idea what the real truth is compared to what they are being told. And as I’ve established, PEOPLE LIE. Since the therapist cannot see your actions outside their office, and has no contact or even interest in your life beyond that same office, they have no idea what is actually happening for you, only what you choose to tell them. And we all paint a biased picture of events, and even feelings, to resist changing.

Transference is not a one-way trip. Psychoanalysis describes the term as a client expressing feelings toward the therapist that appear to be based on the patient’s past feelings about someone else. But therapists are humans too. They often project their personal feelings onto their clients.

Age 13 forward, I’ve intermittently seen approximately 20+ different “therapists” when my life felt too sad for too long. Some I kept paying for several years. Clearly, they weren’t helping me to feel any happier, or I’d have learned how to have more joy in my life, therefore eliminating the need to continue paying them.

A marriage counselor I saw first on my own, then brought my husband in, who saw her separately at times as well, nearly had us divorcing. We came to her to help us preserve our marriage. She was an advocate for me when I saw her, and my husband’s advocate when he saw her, essentially pitting us against each other. Sessions with my husband were all about working out our fiery righteous indignation that she’d sparked. We saw her weekly, sometimes more for 3 years, and finally quit her, instead of each other.

Every therapist I’ve seen I’ve asked for the same feedback — to show me the point of view I am not seeing; to consistently point out when I’m wrong, or lying to myself, and then help me find a path to change my destructive behaviors leading me to outcomes that will not make me happy. They’ve all been very understanding, sympathetic in the extreme when I explain any given event, what I felt and why I reacted as I did, but most of them have failed to give me insight I’ve yet to consider or found particularly useful when applied in real life.

How many reading this blog have been in therapy for years at a stretch, spending thousands, possibly tens of thousands annually? How many collective hours of your life have you spent in therapy?

Maybe it’s time to consider if spending a small fortune to get your ego stroked for 50 minutes weekly is really improving your life…

Parenting Social Media

Australia killed social media today for under 18. YEA AUZZIES!

My almost 24 yr old daughter came downstairs Saturday morning giggling with glee. She told my husband and I she was ‘so excited!’ Something ‘great’ had happened.

She was in a car accident 1.5 yrs ago that is resulting in a lawsuit, and I thought she’d talked to our lawyer and he gave us great news. Nope.

“I got an audition on The Button!” she said, pridefully. “It’s a really popular YouTube series.”

I went with her excitement. My beautiful daughter got an acting audition, or for her melodic singing. Or a baking show for her excellent macaron cookies!

“How many subscribers?” I asked.

“Millions! It’s a reality dating show.”

As her words registered in my head, so did dread.

“You sit at a table across from each other with a large red button between you,” she explained enthusiastically. “The show’s producers ask personal, intimate questions to push conversation.”

I bet they do. Build tension. Push the show’s platform of ‘Shaming Spectacle.’ Corrosive dread was quickly turning into explosive rage.

“If one presses the button before the other, that person is out of the game.”

“You mean rejected?” At this point, my rage was boiling over. My daughter was seemingly so addicted to her phone and social media she could not see the ugly, sick fuck piece of trash YouTube show she’d signed on for.

“Yeah. But if neither press the button, then you win a date,” she said, more cautiously seeing my expression.

My tolerance dam broke right then. “Are you stupid!? Why would you sign up for a show designed to SHAME YOU? Are people allowed to leave comments?”

“Yes, Mother, but it’s not like that.”

“What’s it like, then?” my husband asked. “How can this possibly serve you going on this show?”

“It’s not about that. It’ll be fun to be on a show I watch.”

She watches this crap!? But I didn’t voice it. “You’re supposed to be studying for your MCATs. Why do you want to go on this show that’s designed to make you feel shitty about yourself?”

“It’s just for fun,” she defended. “I probably won’t even get on.”

“And if you do, how are you going to feel with being rejected in front of millions? Or rejecting someone else?”

“Maybe I won’t be rejected.”

“And what? You’ll find Mr. Right on this bullshit show? You have MCATs in 8 wks, honey. What are you doing!?”

“I thought it would be fun to be seen by that many people,” she said flatly.

“But you won’t be seen,” my husband chimed in. “You judge everyone on the show when you’re watching. And millions will be doing the same to you.”

“Are you ready for negative comments about your looks, or things you expose when the asshole producers trigger you in front of millions?”

“I won’t read the comments.”

“Are you talking about the Red Button show?” our son comes in the kitchen.

“Yeah,” she said to her older brother. “Have you seen it?”

“Yeah. Couple times. It’s really brutal. A race to the bottom — who can push the button first. No one wants to be the one rejected. You like it?”

“Yeah. I think it’s funny.”

“She got an audition to do the show,” I filled him in.

“Your mom and I don’t think it’s a great idea.”

“Even to audition,” I said. “Won’t help your self image any if you get rejected for the show.”

“So, you don’t think I’m pretty enough to be on the show?” she asked, practically glaring at me. “You think I’m not good looking enough to get picked.”

“I see my beautiful daughter. But this isn’t about what think. You’ve cried to me time and again you’re not pretty enough,” I manage more softly. “You’ve admitted you compare yourself with influencers, and how you feel ugly by social standards. You’ve told me you hate your nose. Don’t like your body shape. Breast size. Your face. How is this going to be ‘fun’ if you’re rejected, get bad comments, or even get a second date? At best, this show’s a distraction from your goal to get into med school. At worse, and more likely, it’ll make you feel even worse about yourself.”

“Not fun,” her brother added. “I wouldn’t do it J. Not smart,” he said as he left.

“I’m doing the audition anyway,” our daughter said, and followed him out of the kitchen.

Ever written a blog, personal essay, or even an email, and as you write it you realize something is fucked up with your reasoning — the point you set out to make?

I realized I may have shamed our daughter, just as the The Button is designed to shame its participants.

I wrote her an email this morning apologizing if she felt I did when I lost it after she told me she was auditioning for the game. I explained my intention was to protect her, educate her from the dangers of predatory online content. She clearly failed to understand the broader consequences of signing up for, or even frequently watching the exploitative game show.

‘Game show’ my ass. Nothing playful about The Button. I wanted to protect my beautiful baby from being publicly shamed.

Some raw facts (I didn’t iterate to our daughter, but likely should):

  • Social media addiction amplifies low self-esteem leading to higher rates of depression and suicide, especially in her age group.
  • Watching and engaging with shaming, bullying, predatory, and exploitative content increases low self-esteem, depression and suicide rates.
  • The development team of ignorant, arrogant, short-sighted, self-serving slime, AKA, the Cut: David Alvarez, Blaine Ludy, Marina Taylor (former), and Desmond Vieg, are making bank on what they call “a social experiment.”

Experiment?’ Get real! No science. No controls. These parasites are profiting from exploiting shame and destroying self-esteem of young people establishing their self-images. How ugly is that!

Regardless of my faulty approach of admonishing our daughter for signing up for The Button, my heart was in the right place. The Cut developers are clearly heartless. Would they entice their own kids into some twisted social ‘experiment’ for their profit? I pray they never have children. Narcissists generally make suck parents.

I’m ashamed, feel I failed as a mom that my daughter signed up to be on The Button, or even chooses to spend one minute of her life’s time watching it, essentially promoting it with her views. I thought I taught our kids to be aware of the consequences of their actions. Parenting the perils of the internet seems a constant work-in-progress now, coming up against social platforms luring kids in like the Pied Piper, and addicting them like Purdue Pharma with OxyContin.

The Cut founders are young, naive, arrogant, and ignorant in the extreme. (So is most social media, from Insta to Snap that blows away your life’s time). Ugly games like The Button teaches watchers and participants it’s OK to torment, mock, insult, shame people, for profit.

The Button creators get richer with every hit to their “mean‑spirited,” “cruel,” “superficial,” “shallow,” YouTube channel. And ‘Seen by millions’ if you join their cast of fools won’t make you rich like they’re becoming on you.

Modeling cruelty spreads it. When you View or Engage with The Button, or any online game, platform, or app that makes it acceptable, (profitable, and therefore admirable) to be cruel, you are participating in becoming so.

The Fundamentals of Effective Communication

My husband was upset with our 7-yr-old Shepherd-mix pound-hound this morning. “Ellie won’t come with me to Frisbee anymore.”

He generally takes her to the park every weekday afternoon to play. I take Ellie Maze on the weekends. I stand at the top of the hill and hurl the disk as far as I can to get her running. She needs the daily workout.

“I had to take her in your car again to get her to go.” He paused, glared at our dog laying on her fluffy blanket near the kitchen table. She stared back at him then looked at me. “I get she wanted you to take her, not me.” His pout made it clear he felt dissed. “I take her 5 days a week and somehow that’s not good enough.”

My beautiful Maze is a brat, to everyone but me. Raised by four adults—two grown kids, my husband and me—all placate to her desires since we adopted her at just 8 wks.

“I don’t know why she gravitates to you,” my DH said. “We all take care of this dog, but you’re her Alpha. Clearly,” he added, looking down at El. “Is it just because you trained her?”

“I was on her more than anyone else, but we all trained her. Give a dog what they need, and consistently express what you need from them, and it’s really not hard to communicate.”

“For you. You’re like the Dog Whisperer,” he said, and still believes it.

“I’m not. All you gotta do is talk with them, like I do with you and the kids. Communication is the key, and easy with a dog. Dogs never ‘mature’ beyond toddlers. Expectations are simple, limited. Dogs want to please. So I wanna please them. Perfect synergy—mutual respect.”

“I talk to this dog all the time,” he defended.

I shook my head. “Not so much. You talk at her, give her commands, or praise her prowess or cuteness.”

“You do too!” he attacked.

“Yeah, I do. Who could resist that face?” I said, looking at Ellie, her rocket ears up, her big brown eyes fixed on me. “But at Frisbee, I talk to her—tell her where I’m throwing it, when to take off to get it, ask if she wants to wait before the next toss. And she does, a lot, especially after we’ve been playing a while. So, we wait. She stands by me or leans against me panting, and drooling.” I flashed a smile, but my DH didn’t acknowledge it, so I continued. “I’ve asked her to circle me when she’s ready for the next catch, and now she does. Didn’t take her long to learn. Frisbee’s her game. I let her lead, respond to her needs. That’s why she wants me to take her.”

“Last Sunday, when you couldn’t take her, she just laid on her blanket instead of going to Frisbee. I told her to come over and over but she wouldn’t move.” He looked at our dog and Ellie’s huge ears drooped. “She didn’t come, until you commanded her to go with me.”

“But I didn’t command her. I explained I’d hurt my back, and that I couldn’t take her, even though I usually do on weekends. I told her she wouldn’t get to play at all if she didn’t go with you. I looked her in the eyes, told her I was sorry and acknowledged her disappointment, as I would with anyone I let down.”

He looked at Ellie. She looked at him, ears drooping, then back at me, rocket ears up, her fixed stare connecting us. Then she got up and came to me for strokes of approval.

It is known that from birth until 8 to 10 yrs old our foundation is laid—our personality, patterns of learning, observing—how we interpret what we see, our identity are all established in early childhood.

Dogs imprint faster. In about a year most dogs are locked into behavior patterns they’ll carry into adulthood. Ellie’s been [over]active since we got her. Vet called her a ‘high-energy dog.’

I’m imprinted on El’s psyche as her Alpha, like I am on our kids’ because I’ve talked with them endlessly, sung to them, with them, constantly. Music is a fantastic conduit! Preschool through middle school, I picked them up daily, planned activities, camps, sports, scouts. We talked about everything, no holds barred, sharing details I’d never have told my mother. I was, and still am their Alpha.

Just like our dog.

Ellie Maze will never grow intellectually beyond a 3 yr old child, topping out. But toddlers feel and express compassion, assert independence, understand rules and words by their tenor, if not their direct meaning. They bond to family, as El has made us her pack.

Most Sundays I make breakfast while my husband reads the NYT aloud. In the column ‘Social Qs,’ 99% of Philip Galanes advice: TALK TO THEM. ‘Tell your partner/mom/friend/neighbor/[dog] how you feel, what you need, and why. Then listen to their point of view, and compromise if necessary to preserve the relationship.’

The desire to communicate, instead of just get your way, is paramount. I’ve raised three dogs and two kids. They’ve raised me too, helped me feel seen, heard, respected through constant communication. While El’s needs are simpler, we all share real feelings, desires, hopes, disappointments, even in one another.

We don’t Defend, Deny, Attack, Retreat (DDAR) when confronted. For the most part, we listen, anticipate and respond to each other’s needs/desires. We don’t shut down and leave when challenged. We talk it outuntil we harbor no internalized anger or resentment. While my feelings for and commitment to my kids is far greater than my dog, my love for Ellie is also without reservation.

Our dog does not DDAR when we rebuke her behavior. She learns, and adapts for the most part, as my kids do for me, and I for them. And while Ellie Maze may have stopped maturing at the age of most toddlers, we have established mutual trust and respect. Like the kids and me, Ellie and I are a safe harbor for each other. I’m still working on effective communication with my husband of 30 yrs.

Reaching Acceptance

For anyone experiencing grief from loss…

The fetus inside me, my potential daughter, was diagnosed XXX from a tissue sample taken during an amniocentesis my 14th week of pregnancy. We’d named her Sierra, since she made it past the first trimester, after losing two of the triplets in utero the first month.

I’d had three pregnancy losses before the triplets. I was in my late 30s, maybe too late for kids I feared, which is a pedestrian way of saying I was scared out of my fucking mind I’d never have them. And for as long as I can remember, I’ve always wanted children. Sierra was wanted.

My 15th week of pregnancy another ultrasound showed us our daughter inside me. “The ghost in the machine,” my husband had said quietly. By then we’d decided raising a child — ill from birth who’d likely never survive to adulthood — was beyond our financial, parental, and emotional capabilities.

After the abortion my husband was driving us home on the icy road and I started shaking. Then I threw up all over myself, the passenger seat and the floor. We figured it was the anesthesia wearing off but it continued for days. I threw up most everything I ate. I hardly slept. I had a debilitating back ache — like someone was drilling a hole into my lower back with a power tool. And I could not stop crying.

I’ve been a staunch pro-choice supporter since I found out what it meant. Women must retain or be given back the RIGHT to control our bodies, especially since an est. 33% of men leave the woman to care for the child alone. Regardless, I’d never had an abortion, and the events of that day kept replaying, looping in my head — from crossing the line of protesters with the aid of private police hired by the clinic, to the procedure, which I was semi-conscious for throughout, and was as horrific as it sounds.

A week later my back was still killing me, waking me at night. I couldn’t sit still during the day. I figured I deserved the pain for what I’d done. The loss of my daughter was crushing. Regret consumed me. I didn’t deserve to have kids anymore. I’d wanted her so badly but was too afraid of losing her too young, of watching her suffer with little we could do to help her. I was afraid we couldn’t afford her quality care. I was afraid… And I hated myself for letting my fear rule me.

I cried waking each morning to my empty womb, then several times a day and into a restless night’s sleep through the holidays. I got up many times at night, and since I’m allergic to aspirin I paced the living room to assuage my back pain. I couldn’t sit in a car for long to go to family celebrations, and didn’t have the bandwidth to put on a face for them. Instead we stayed home and I painted an old army footlocker of my father’s in coat after coat of thick black lacquer. Took days after Christmas for the doctor to get back to my husband about the state of his wife. He prescribed me some pain medication for my back, and bed rest, and told me I’d start to feel better in a few days.

I didn’t. Days, weeks, months went by and I could not stop crying. I took the prescribed meds and it helped my back but not my state of mind. Several months after the abortion I went back to consulting and took on marketing campaigns, one of which was Toys R Us. I broke down in my car in the parking lot of the agency I’d just signed contracts, and cried throughout the two-week project in my home office. Work was not distracting enough for the self-loathing rhetoric inside my head.

Six months later and the Concord MA landscape was flush with greenery. It was my first full summer there and compared to the gray, cold winter, it was beautiful, but I didn’t really see it. It was humid, sticky, unlike California’s dry heat. It was buggy, full of mosquitos. It poured from thunderstorms and flooded our basement every time. Beyond my daily crucifixion, a gnawing hope lingered that I’d get pregnant again, so I continued working out to keep my body fit, but that was about it. We stopped going out to dinner because when I ate it was hard to swallow. I had no interest in going to the movies, seeing friends or family. Road trips stopped. Singing stopped. Listening to music stopped. If I got pregnant again, no matter what, I’d keep the baby.

I didn’t get pregnant again in the following six months. My husband and I looked into adoption. We attended a China Adoption With Love seminar, and left cautiously excited. Sort of. The black cloud did not lift. I still woke crying, and wept in quick bursts throughout most days, and often for longer in the night. My husband was rightfully concerned and asked me to see a therapist. I’ve seen many in my lifetime, starting when my mom sent me to one when I was 13. None have helped me [even remotely] to better navigate my world. I didn’t need to cry to some psychologist who’s job it is to be supportive. My husband, in his weird way, was trying to be. He’d experienced the loss of Sierra more as a matter of course — we’d decided to terminate. Move on.

I could not move on. I could not go back and do it different. Stuck in purgatory, I agreed to see a psychiatrist when my husband insisted I “do something.” I’d never seen one before, only LMHCs and LMFTs, none of which were doctors. Maybe they could prescribe something to help me stop crying all the time. Something safe for pregnancy…just in case.

A well-groomed, graying hair, bearded man in his early 60s shook my hand and introduced himself when I entered his office.

I sat on the leather couch across from his swivel chair. I’d had no contact with the man until right then as his front desk arranged the appointment. And I had no idea how psychiatry worked. Should I begin with my parents, or should I start with why I was there and what I wanted from the sessions, assuming there’d be more than one. Likely many, as therapists hope for.

Tell me why you’re here, and what you hope to get from meeting with me,” the doctor said.

And I launched into my pregnancy with Sierra after losing three others in utero before the triplets. Took me half the session to get through the abortion since I was sobbing so hard. The psychiatrist wrote on his pad, and provided a box of tissues, but seemed unmoved by my hysteria. When I finally shut up and calmed down a bit he asked me again what I hoped to get from coming to him.

An anti-depressant that’s safe in case I get pregnant again.”

I’m not going to give you drugs,” he said flatly. “None are without risk if you’re trying to get pregnant.”

He gave me five, 45-minute sessions. I cried, a lot, at first. We talked about grief, about unfulfilled expectations, about loss of self, my growing thoughts of suicide — turn off, feel nothing ever again. Our last session started out as usual with me describing my week. I’d been crying less, which was good. But I continued to visualize methods to commit suicide, vacillating between a drug overdose, or carbon monoxide poisoning.

This is our last session,” the doc said, legs crossed, his pad in his lap. Expressionless.

I stared at him sitting ‘properly’ in his swivel chair with one foot on the ground. Assessing me. I’m not sure if I was glaring at him but I didn’t look away. He was just like therapists, albeit way less supportive, though more informative with studies and statistics. And he was ending our sessions when he hadn’t helped me at all! “But I don’t feel any better,” I blurted. Seriously, what was this guy’s benefit-add for his exorbitant hourly rate.

I’m not a therapist, here to make you feel better.” He paused, and continued to watch me. “The hard truth is it’s going to hurt every time you recall the abortion, or think about the potential child you chose not to have. It is going to hurt. As we’ve discussed, you’ll never know if you’d have lost her in utero, like you have all your other pregnancies; or you’d spared her a lifetime of hardship. Regret and self-doubt will feel overwhelming at times. When she crosses your mind in the future, it’s going to hurt. Hopefully a bit less over time, but every time you remember the events of this period in your life, it is going to hurt.” He still did not look away. But I did.

I know,” I whispered, bawling again. “But it’s been over a year and I’m still crying all the time. I don’t know how to let it go. ‘Move on,’ like my husband has,” I said bitterly.

Each of us processes grief in our own way and time. Regardless how long it takes you to ‘feel better’ over this loss, you’ll likely face many painful events in your life. The trick is not to let them stop you from living. Being alive means feeling — happy, sad, good, bad, whatever. And feelings are transient, sparked by circumstance. You can leave here today, go home and hang yourself in your doorway. I certainly can’t stop you.” He paused, to let it sink in, I assumed. “Or you can go live your life forward, move through the process of grieving, and further away from this loss with each new experience. Biologically, you’re still fertile, and seemingly have no issue getting pregnant. If you do, may it be healthy,” he said softly, his eyes stayed fixed on mine.

Doesn’t matter if it is,” I proclaimed through sobs, but to this day I can’t tell you that I fully meant it knowing the chances of chromosomal damage during gestation happening again with my advanced age. “I’m going to have kids. Either birthing them or adopting them, I’m going to raise kids,” I said definitively, and in that moment the black cloud began lifting.

I believe we’ve gone as far as we can together.”

I never saw him again. Clearly, I did not commit suicide that day. I had two healthy children — our son ten months after that last session, and our daughter two and a half years after that. As devastating the loss of Sierra, the pervasive black hole inside has filled with the inconceivably humbling love I get to feel for my kids.

Painful events will follow joyful ones throughout this process of living. Twenty plus years later, the psychiatrist’s words still resonate, helping me get through the tough times in my life now knowing that beyond recurring periods of darkness there will be times of brilliant bright light.

What Makes a Believer

Are you a FOLLOWER or INFLUENCER?

The 92 yr old mother of a friend is getting kicked out of her assisted living apt. Developers convinced the Seattle City Council they should be allowed to ‘update’ the residence of old people and turn it into ‘workforce’ housing for the tech industry. They are taking over hundreds, if not thousands of older folks’ homes, the apts they’ve lived in for over two decades.

What happened to us? When did we stop caring about anyone but ourselves?

I didn’t grow up this way. Born 15+ yrs after WW2, during the ‘Golden Age of economic growth,’ there was a 20 (or so) year respite where people actually cared about their neighbors, their community, this country. Not so much now.

Money. Money. MONEY is all anyone seems to care about. But why? What changed? What happened?

Housing was well constructed in the 1950s through mid-60s. American Lumber Standard Committee (ALSC) sanctioned 2 x 4” posts cut to 1½ x 3½” — a profit grab for the lumber industry — making new builds far less sturdy. Today’s contractors build post-frame as much as 18 to 24” apart, again to increase their already absurd profits. Earthquakes, fires, floods, severe weather, these new developments put up crap housing that require constant repair with even mild storms.

My mother-in-law turned 90 last April. She’s on Medicare, having Social Security taxes taken out of every paycheck for 60 years. These payments were supposed to give her medical coverage in old age. Since her 90th, Medicare will no longer cover her colonoscopies, or mostly any preventative procedure. Our govt wants her to die. Like NOW. She’s done giving up half her paycheck to SS, and our govt has no need for her. Our (not MY) president, and the majority of our congressmen and senators don’t care they OWE HER for the PRIVATE HEALTH INSURANCE they’ll get the rest of their lives.

Depressing? You bet! It’s going to get worse, so if you can’t handle the TRUTH go back to scrolling Insta or streaming Netflix, and stay blissfully ignorant pretending you’ll never get old and have to deal with the ugly, greedy TRUTH coming at ya.

Got parents? Even if you are not old, they’ll be getting there. What happens to them when they can’t afford assisted living, or there isn’t any because of the unrelenting greed of today’s development industry? Even better, what happens to YOU when you have to lay out your salary to cover your parents aging. Or is that out too? You’ll let ’em wallow in filth and neglect?

How did we get to this horrible greedy place, this place where half this country voted in the second coming of Hitler who made it very clear he only cares about himself and making the rich richer?

Have we always been this way — GREEDY and IGNORANT? According to Stanley Milgram’s study, we always have. While Self-interest is part of our nature — the greed — most of us are fundamentally followers. Influencers, like actors, models, musicians; and authority figures, like doctors, therapist, even politicians draw BELIEVERS. We accept, even participate in bad medicine, injustice, inequity, intolerance, racism, sexism, sometimes murder and even slaughter of millions following the status quo.

Shortly after WW2, Stanley Milgram, a Yale professor did an ‘obedience’ experiment. (Watch trailer here: https://www.youtube.com/watch?v=sngGqBOLWaI)

Milgram was a Jew. He wanted to find out what motivated Germans to turn on neighbors. Why would 90% of German citizens allow the slaughter of children on the same soccer team as their kids? Or passively watch the displacement and murder of Jews they once shared meals, holidays, and special occasions? Why would Germans agree, and even support genocide, rape, disembowelment while still alive, torture beyond any sense of sanity? Milgram wanted to know.

The MILGRAM EXPERIMENT, as it’s now known, revealed some striking and profound truths about Germans, and all of us.

It PROVED that humans are SHEEP, highly obedient to authority figures and willing to harm others when instructed to do so.

Humans are sheep, follow the flock, the crowd, influencers, salesmen, priests.

We FOLLOW because it’s easier than THINKING.

We blindly follow our parents’ beliefs in fantasies like God, or Jesus, with no proof either exist, or evidence that Christ was ever born. None whatsoever, though tax rolls have been found at Christ’s (ostensible) time, without mention of Jesus at all.

We adopt behavior that even we don’t like — that’s not the best of us — with justifications like “everyone does it!” Engaged with your cellphone while driving today? Most who do, don’t THINK they’re really increasing their odds of killing themselves or someone else by upwards of 25%.

Intoxicants, from drink to weed will not cure cancer. Alcohol is toxic for the body. Smoking weed is carcinogenic — cancer causing. And mental ‘health’ pharms are addictive and eat the crap out of your liver, among a host of other side effects. Hey, but everyone does them, right?

What Makes a Leader?

While Milgram’s experiment revealed most humans are essentially sheep, following a herd, whether family, friends, priests, or govts, SOME PEOPLE, a few outliers, are not. In fact, they lead the human flock.

Hitler did. Trump does. Oligarchs, like Musk, are leaders to many who are delusional enough to believe they too can become a billionaire. On the other side, Susan B. Anthony, FDR, MLK all moved this nation towards a more equitable country.

Are you a SHEEP or LEADER? If you’re thinking: I’M A LEADER, you’re likely lying to yourself. Humans lie to ourselves (and others) a LOT! Like following, lying is part of our nature.

WATCH the Milgram experiment. The odds are you’d be one of the 65% who tortured an unseen man with electric shocks to death, simply because someone politely asked you to do so. Not threatening, not aggressive. Just “Please continue,” was what the admin in the experiment asked. And the 65% claimed they were just ‘following directions’ (sheepishly) allowing them to deliver shocks that were lethal.

What happened to us, to humanity to turn us into greedy, self-absorbed monsters?

Perhaps we’ve always been this way. Or maybe not. Maybe there was a time humanity worked for the benefit of the group instead of just the SELF. I don’t know. What I do know is Milgram’s experiment gave us a window into our own psyche that PROVES humans are fundamentally sheep.

Armed with this knowledge, we can recognize (THINK: examine) when we’re blindly going along with the flock. And we can choose not to.

 — 

Atheist in Christian America

Atheists are worse than terrorists in USA…

I was finishing the morning dishes when I saw the strobe of police lights out my kitchen window as several cop cars pulled up to a house across the street from ours. I picked up my 19-month-old son out of the highchair, held him against my ballooning belly, and hauled my 7-month pregnant self out the front door to check out the happening.

A warm, sunny morning, I went down to the end of the cul-de-sac and met up with a few of my neighbors gathered there to witness the commotion. We had chosen our home in an East Bay suburb of San Francisco because it promised good public schools, and gave the impression of a safe, friendly neighborhood in which to raise our kids. We’d moved in a month earlier and no residents had come over to welcome us. I joined the group of three, introduced myself and my son, and then asked what was going on as I watched cops move in and out and around the house across the street like black ants.

“Robbery,” a small, plump woman with a bad blond dye job in her mid-40s said. “Shelly said they got their laptops, the Xbox, some jewelry, and all the guns, but that was it.”

“Bet they were going after the guns,” another woman, taller, but also with a bad blond dye job added. “Bill loved showing off his gun collection.” She pursed her lips and looked back at four kids all under 10 in front of the house at the end of the block, presumably one or more being hers.

There was a moment of awkward silence, then the remaining woman, with what looked like naturally auburn hair, asked me to repeat my last name.

When I told her again, she said, “Oh, you’re the Jewish couple then? I heard there was a Jewish family that moved in recently.” She smiled cordially and practically giggled as she stared at me in wonderment.

Now all the women were staring at me. They each wore a tight-lipped grin. It was clear that they were tickled by the idea of living near Jews. Unlike L.A. or New York, the Bay area’s Jewish population is comparatively small. Though our last name was often mistaken for Jewish, its derivation is German and isn’t always a Jewish moniker. The woman’s assumption was ignorant, but typical, especially in areas where Jews are a novelty.

“Actually, we’re Atheists. We don’t practice any religion.” I tried to sound casual in my reveal, as so often my lack of religious orientation is met with disdain.

Blank stares. Total silence. It was like I had just said that we were registered child molesters. My words hung like lead in the dead air until the auburn-haired woman broke the silence.

“You know,” she tried to sound casual. “I read this article in Cosmo the other day about Atheists. They’re actually supposed to be non-violent people. The writer pointed out that we never hear about Atheists killing or kidnapping innocents, bombing buildings, or hijacking planes.”

The vacuum that followed her comment made it clear that the new neighbors would have preferred we were practicing Jews, or Mormons, or Buddhists, or even Muslims at that point.

“You mean you don’t participate in the holidays?” the small blond woman asked, mortified. “Not even Christmas?” she said in a babyish voice to my son in my arms who stared at her like she was an off-world alien, then reached out and tried to grab hold of her straw-like hair.

“No. Not even Christmas.” I assured her and grabbed hold of my son’s tiny hand and kissed it.

“Well, Christmas isn’t a religious holiday,” she said with certainty. As absurd as her comment was, I hear it all the time. I refrained from reminding her that Christmas celebrates the birth of Christ, the very foundation of Christianity.

“We have five nights of winter presents which compensates quite nicely,” I explained. “And we celebrate birthdays, special occasions, Fourth of July, Thanksgiving, and so forth.”

She bobbed her head up and down, but I could tell I’d already lost her. She looked towards the kids with pursed lips of concern. And I got that she was afraid of me. I was the anti-Christ, the infidel, the soulless. Though her fear was unwarranted, there isn’t a religious, or even self-proclaimed “spiritual” person I can recall that I don’t get the same bounce from when I reveal I’m an Atheist. No God? No values. It’s common [religious] wisdom (rhetoric), right?

I didn’t set out to set myself apart. My brief stint in Sunday school was forced upon me at 6 yrs old until I was 13, when my parents had to acquiesce to my unshakable conviction that there is no God. My mother spent the rest of her life convinced that I would come back to religion when I ‘grew up,’ got married and had kids. But the certainty of a godless universe, one ruled by entropy, not empathy, has resonated with me as far back as I can remember, and has not altered since I declared my independence from religion at 5 when I assured my grandmother she was insisting I say nightly prayers to no one.

My husband and I have chosen to raise our kids without religion. Instead of the indoctrination we had to endure, we have given our children the opportunity to discover their own spirituality.

The cop cars left, one right after the other, my son now fidgeting in my arms, pulling at my hair and trying to grab the thin, 1” long gold bar dangling from the small gold loop through my pierced ear. I managed to evade his tiny hand, but the weight of him on my swollen belly was exaggerating the pressure of my daughter kicking me from inside.

“Well, I guess the show’s over,” the taller, athletic blond woman said, decked in dark gray leggings and a tight bright pink sleeveless T.

We exchanged departure pleasantries, and I took my son home. The next day I was gardening in the front yard and two kids, a boy and girl, maybe 7 and 9, came riding by on their bikes. My son ran to the curb, waving wildly to greet them. They pulled up close to where he stood, and then the boy kicked my son in the belly and screamed “Satan lover!” My son fell on his butt and sat on the sidewalk crying hysterically.

I was horrified. “Oh my god, are you crazy,” I yelled as I went to attend to my son. I saw them ride down the block towards the cul-de-sac and disappear into a garage next to the house that had been robbed.

I spoke to my husband about the event later that evening. At dinner, he suggested I go talk to the parents of the two kids on bikes since he didn’t see the interaction, and someone had to stay home with our son. I suggested he go since I was afraid I’d say something offensive in my outrage at their children’s behavior. Before either of us could leave, there was a knock on our front door.

The small straw-haired blond woman and her short, pudgy husband stood on our porch with pursed lips. “I hear you had an interaction with my kids today,” she said to me, her anger so visceral it felt like her eyes were shooting bullets into mine. “You cussed at them and called them ‘crazy,’” she said, now practically spitting as she spoke.

I was floored, literally drop-jawed unable to respond.

My husband invited them in to talk and calmly closed the door behind them, all of us now gathered in our small entryway. He invited them into the kitchen, led them in, and offered them something to drink but both of them refused. I followed, focusing on breathing and slowing my rapid heart rate.

“It is my understanding that your son kicked our son when he was riding by on his bike this afternoon, which is what likely provoked my wife’s response,” my husband said.

“My son would never do that,” the little woman insisted. “We are good Christians, and my kids are good kids, raised with sense yours sorely lacks when he goes running after them on their bikes.”

“Our son is a year and a half old,” I practically screamed at her over our dinner table that we were all standing around. “He’s not running after anyone. He was waving at your kids to say hello! And I never cussed at your kids. Your children’s behavior was disgusting, and you shouldn’t be here defending them. You should be at home disciplining them and teaching them wrong from right!”

“Don’t you dare tell me how to raise moral children,” the woman practically spat, “Like you would know,” she said and narrowed her eyes at me then stomped out of our kitchen, down the hallway, yanked open our front door, and left.

Her husband, silent until right then said, “I’m sorry,” to both my husband and I and followed his wife out.

A couple of years into living at our suburban home, we discovered most every household in our neighborhood attended the same church, as did the families at our kids’ elementary school. Both children and adult basketball, tennis, and baseball teams, and most neighborhood gatherings, from potlucks to local politics, were sponsored by this church. Over the years we’ve found their priests often influence the election of city officials by throwing their support behind their preferred candidate. They’ve ‘guided’ the decisions made by our mayor and city council members regarding the welfare of all 85,000 residents, Christian, and not. Proposed housing developments, to strip malls to the stores allowed in them are all monitored by this church, rejecting cannabis dispensaries but welcoming tobacco smoking lounges, sporting goods selling guns, and bars. Public school policies, from the books our kids get to read, to the subjects they study are influenced by this conservative church and its members. While these same churchgoers will loudly defend their 2nd Amendment right to ‘bear arms,’ none of them support or even acknowledge our 1st Amendment right to keep the church out of state and local affairs.

Every December several neighbors adorn their front lawns with scenes of Mother Mary birthing Baby Jesus. Christmas lights and displays go up in late November and stay up well into the new year on most homes. Santa on his sled pulled by five reindeer is attached to the roof of the small blond mom’s home. A speaker blaring, “Ho ho ho” fills the cul-de-sac from sunset until after 9:00 every night.

Since that first encounter over a decade ago, most of our neighbors have ignored me when dropping our kids off or picking them up from school. The moms and dads are curt with me when they see me volunteering at school events. They do not acknowledge me or my husband at the store or in local restaurants. They do not include our family in their neighborhood parties. Their children ignore our kids in passing and have excluded and bullied our kids in and out of school.

When we moved here, I didn’t stop to consider the religious leanings of the community. As an atheist, in a monotheistic society, wherever I live I’m on the fringe. I am deeply saddened that my children are being ostracized because of our lack of religious identity. In allowing them to define their own spirituality, I fear I have inadvertently set them up for rejection, and condemned them to the fringes, which is a very lonely place to live. But I do not foresee bringing religion into our home. My husband and I will not teach our children what we do not believe, and both find fundamentally corrupt, corrosive, and detrimental to humanity’s survival.

This upcoming holiday season, in a brief lapse of reason, I thought of throwing a Hanukkah party and inviting the neighborhood. If they needed us to be something, we could pretend to be Jewish. But the thing is, I am proud of who we are, and how we live — the moral compass that guides us. And I’m equally proud that we are raising our children with the freedom to practice any religion they choose, or none at all.

R.I.P. Information Hwy

Your phone is a tool you’re using, or a tool that’s using you…

I’m watching The Politician on Netflix while working out. The scene is on a teen and mom in their kitchen, arguing about which state senator to vote for in the upcoming New York election.

Teen is a first-time voter, just 18. She’s going to vote for the 24-yr old male candidate on the Green ticket, running solely on the climate platform, with no political or real work experience. She’s disgusted with the middle-age female incumbent, virtually unchallenged in every election the last 20 yrs, until now.

Boomer,” the teen mocks her mother’s choice of the older incumbent. “The world is gonna end in 10 years, Mom.”

“I am barely a boomer, okay?” the mom defends. “So don’t throw that shit at me,” she says. “And the world is not going to end in 10 years, Jayne!” She starts listing all she does for her daughter — the vegan cooking, the composting, and even the hyper-vigilant recycling her child insists on. “And still, I’m the problem, according to you.”

“Not you, Mom. People your age.”

Watching this scene unfold, I feel my body tense as I run on the machine. I AM her mother’s age.

“Let me tell ya something, Jayne. People your age think you know everything and you are fucking naive. When I was your age, I thought I knew everything too.”

“We’re not naive, Mom. We’re informed. You had, what, like two newspapers, three networks. I’ve got a SUPERCOMPUTER in my pocket.”

She is, of course, referring to her cellphone, and, in fact, showing me how naive this teen really is.

Unfortunately, Mom didn’t come back at Jayne. Mom doesn’t know (nor the writers of the show apparently) that the SUPERCOMPUTER in both their pockets, well, isn’t informing them of anything but what they already believe, and about things they likely want. So, in effect, it is MANIPULATING this ignorant, yet rather arrogant child, (and many others) into believing they have a SUPERCOMPUTER in their cellphone.

The cellphone you all carry around, (as I don’t have a smartphone, so really, it is all of you), isn’t INFORMING you, it’s ‘recommendingyou read, watch, buy, and even think about what advertisers on the internet want you to.

Today’s internet is NOT unlimited access to unfettered information like the world wide web once was. You’ll be hard-pressed to find anything through any Search engine that hasn’t been filtered through a rec system which parameters have been defined by the data you (or others like you) have willingly given.

The Netflix documentary The Great Hack makes it clear the SUPERCOMPUTER in your pocket is manipulating you, and millions like you to believe in lies through the endless onslaught of personalized advertising. Throw enough shit against a wall and some of it will stick. Russia paid Google, Facebook, Insta…etc. fortunes in ad campaigns pushing the conservative Republican agenda to get Trump elected. Twice.

The internet is now a MARKETING ENGINE to make media platforms and SaaS apps money. The cellphone, tablet, laptop you’re using has become proficient at USING YOU. Every time you log onto Instagram, Facebook, YouTube, ChatGPT, Google, they ‘scrape’ your posts, simultaneously putting ‘cookies’ on your device to follow you wherever you go on the net, and in real life.

Your mobile has an accelerometer in it tracking how fast you’re moving (so your car insurance knows how often you’re over the speed limit). GPS informs Google, Verizon, and their like where you are on the planet, revealing typical behavior patterns like when and where you shop.

Your pocket SUPERCOMPUTER collects who you talk to, what you say, what you read, watch, and frequently visit. Most every online interaction is ‘data mined.’ Trillions of posts, texts, IMs, searches, online (and in-store) credit card purchases are continually collected, stored and analyzed. Retail knows how much you make by how much you spend, and charges you more the more you make, or if your address is Beverly Hills. Not a conspiracy theory. It’s called dynamic personalized pricing.

Watching The Politician, Jayne’s mother doesn’t seem to get any of this. I’m deep into the second season and mom’s as addicted to her cellphone as her daughter. Jayne doesn’t want to believe she’s being exploited, or doesn’t really care if it’s true. She gives her data away freely, every time she signs onto the internet. She clicks, “I AGREE,” and never bothers reading the disclaimers.

Machine Learning (ML), Natural Language Process (NLP), Deep Learning, AI (LLMs, LAMs, AGIs), are all software processes used to analyze then correlate BIG DATA for patterns of behavior.

COLLABORATIVE FILTERS [à la] Wikipedia:

Collaborative filtering is a method of making automatic predictions (filtering) about the interests of a user by collecting preferences or taste information from many users (collaborating).

In other words, gathering and filtering your data from the net tells Amazon, Google and Instagram what you (and those like you) will likely buy, or what rhetoric you’ll likely buy into — believe in. Then these platforms slam you with marketing targeted AT You, NOT “For You.” They want to SELL YOU offerings and ideas supported by their affiliate marketers (like Republicans, and Russia).

Google Search prioritizes Search results by businesses that buy the most ad space on their platforms. Corps spending millions dominate the digital ad space, skewing response results for smaller businesses.

I used to get many pages of returns on any given Search a decade ago. Not anymore. Google will not give you information that they feel you don’t need (and won’t serve their agenda), based on your internet and ‘SUPERCOMPUTER’ cellphone activity and history.

My GenZ daughter and her friends are on the same page as Jayne in The Politician. They’re simply ignorant of what they’re addicted to — how their phones are manipulating them to THINK, FEEL and ACT. She is SURE that “no one is manipulating me, Mom!” She “knows” when she’s being hit with ads, and she just “ignores them.”

I call BULLSHIT.

We can’t ignore what we don’t even know is happening while we’re IMing through Instagram on our mobile.

Just IMAGINE my friend Mary’s experience:

Mary is IMing a good friend on Insta, whining about her marriage.

Instagram’s algorithms are scraping her and her friend’s IM for SENTIMENT ANALYSIS to find out where Mary might be vulnerable to purchase something…anything really, as Insta has advertisers that sell just about anything.

The next ad Mary sees on her mobile is for a singles dating site. The ad is targeted at divorcees, showing an older woman having fun with a stunning man, and the copy says, “Your last chance at true love.” In a few short sentences, the copy describes the relationship you’ll find on their site like a Cinderella story.

A while later, Mary goes on to Facebook, and YouTube, and the next series of ads she sees vacillate from singles dating sites to divorce lawyers. These ads, and recommendations for movies, articles, blogs, posts about dating after divorce…etc. appear in her email, and in her social feeds, and most everywhere she goes online.

Mary never mentioned divorcing her husband when IMing her friend. She’d not even thought of it, really. In fact, she’s frequently sounded off about her marriage to friends through IM, as many women do. And it isn’t the first time Mary has gotten these dating and lawyer ads. It’s been going on a long time now, one ad after the other every time she even posts a back-handed joke about marriage in general. And after this last fight with her husband, well, like the ads keep saying, Mary deserves more! Like the ads say, she can find someone better than her husband. And like the ads say, a divorce will, “Open her life to the possible!

These ads appear whenever Mary is expressing her frustration with her marriage. (Marketing is an iterative process.) And instead of looking to make it work with her husband, after a while all Mary wants to do is divorce and ‘open her life up to new possibilities.’

To Instagram, Mary’s divorce is a WIN! Their algorithms and the engineers who code them don’t care they’ve torn apart a family, for their profit. The software did its job and rewarded their advertisers. Some lawyer who advertises on their site just got themselves a client. Some dating app that spends millions annually in affiliate marketing on their platform just got a new subscriber. Multiply that with the hundreds of thousands of businesses doing affiliate marketing on the net, and you have, well, today’s internet.

NOT a SUPERCOMPUTER. And no longer, “The Information Highway.” But simply a marketing tool in which YOU are the PRODUCT of your online experience.

We Are What We DO

My 10 yr old daughter asked me what Ego meant, one of her vocabulary words for the week.

I laughed. “Good question. What do you think it means?”

“I wouldn’t ask if I knew, Mom.”

“Well, use it in a sentence, in context. You’ve heard the word enough to have an inkling what it means. And an inkling is as close as you’re going to get to defining an abstract like Ego.”

Her brows narrowed and I could see her pondering in the rearview mirror.

“My ego got hurt when Ms. Brown told me I was singing flat this morning.” She paused. “And she really said that.”

“Sorry. We’ll get back to that. OK? So, Ego is a feeling then?”

“Well, sorta, I guess. But not exactly. It’s more like how we see ourselves. To me, I’m a good singer. You can hurt my feelings by being mean to me. But you hurt my ego when you tell me I’m not how I think I am.”

“Do you think you were flat this morning in glee?”

“Well, yeah. When I listened, I wasn’t hitting the notes sometimes. I guess I’m not such a good singer.”

“Ah, but you could be.” I glimpsed her rolling her eyes in the rearview. “Being a good singer doesn’t happen inside your head. What is the only way to get good at anything?” (One of my many canonical refrains.)

“Practice,” she huffed.

I sighed. “My beautiful daughter, I think your definition of Ego is excellent — it’s how we see ourselves. Ego is an idea, even an ideal — who we want to be, but generally are not. We are what we do, my dear,” I repeat another of my refrains. “If you want to be a good singer, you’re going to have to practice becoming one.”

“So you don’t think I’m a good singer?” she asked woefully.

“We’re still defining Ego here, right?”

“Yeah. And my ego says I’m a good singer now, Mom. So is ego always fake, just pretend inside our heads?”

“You tell me. Do you think our ego ever gives us an accurate depiction — paints a real picture of how we operate, how we act, what we do in the real world?”

“Probably not.” She sighed, deflated. “Just cuz you think you’re good, or talented, or special doesn’t mean you actually are to anyone besides yourself, except if you’re famous. When you’re famous, it’s not just ego, you know you’re good.”

“Really? Let’s explore that. So, there’s a famous chef recognized for his delicious creations. As you noted, it’s not just his ego telling him he’s a good chef. He has a thriving restaurant, and 1.7 million dedicated Insta followers. He decides to create a new dish. And his customers hate the meal. The combination of flavors tastes just terrible. So, is the guy delusional that he’s a great chef—that’s just his ego talking?

My daughter considered my little tale carefully before answering. “Well, if he thought of himself as a great chef with everything he made, then that’s his ego thinking he’s good all the time, that everything he creates will be a masterpiece.”

“So then, is our ego ever an accurate depiction of ourselves?”

“I guess not. Just like there’s no such thing as smart.” She quoted another of my canonical refrains. Her bright smile in the rearview mirror lit up my world. “Smart is as smart does,” she mocks playfully. Yet another refrain we preach to our kids.

“It is not our potential, or what we believe, or believe in that defines us,” I said to my daughter as I pulled into our garage. “Regardless of what your ego says, you will never be more than the choices you make that guide the actions you take.”

We ARE what we DO.

The Problem with 20-something Brains

According to Zuckerberg: “Young people are just smarter.” True or false?

I responded to an ad for a Traffic Manager position at an ad agency in San Francisco 25 years ago. Downtown, in one of those glass monoliths. Eighteenth floor. Made me nauseous being up there. I couldn’t stop thinking about an earthquake waiting for my interview.

An older guy, at least 20 years my senior, sat in the lobby with me. Mid-50s, receding hairline with only a tuft left on top, but the sides were still full, more salt than pepper. He wore a wedding ring, black slacks, and a white shirt under his gray suit jacket which did not conceal his slightly protruding belly.

We’d probably been sitting there five minutes, but it felt like twenty. Was the building swaying? Sure I must be delusional, I asked the older guy for a reality check.

“Excuse me. Hi.” I flashed my friendliest smile. “Do you feel the building…moving?”

“Oh, yeah,” he replied. “These buildings are designed to sway in the wind. And earthquakes too.” He gave me a shy smile, like he was sorry he brought them up when he saw my concern. “They have upwards of a five foot arch depending on height, and design, of course. Doesn’t sit well with some people. My son hates it. You one of the motion sensitive types?”

“You bet,” was all I could manage to avoid barfing.

He smiled. “Not me so much. I’m not the sensitive type. You here for the Traffic position?”

I nodded. “You?”

“Yup.” Then the guy went on a diatribe describing his education and work history, as if I was the one interviewing him. A few minutes into his years at a compact list of famous ad agencies, a young woman, maybe early twenties hiring manager/model called the guy in for his interview.

I watched them go into the all-glass conference room in the center of the open office maze. From my vantage point, I saw him sit at the end of the long table only after the woman sat. She had a tight build, silky auburn hair, and the milky skin of youth. She sat straight, but he seemed to wilt as the interview progressed.

But why? His experience was substantial, and in the exact areas required for the job. I’d been on the creative side and knew nothing about running Traffic in a large agency setting. I’d applied for the position hoping for an entree into their creative department.

Less than ten minutes later, the hot interviewer was escorting the pudgy older guy to the glass door. He gave me a basset hound nod as he passed.

I was called in next, and felt twitchy in the fishbowl of their glass conference room the entire time we were talking. I kept losing eye contact with the young Director of Digital Traffic, focusing instead on every passerby. She went through my resume with perky interest. Reviewing my portfolio, I described my primary roles in each campaign, hoping she’d get the hint and refer me to one of the impossible to reach Creative Directors on their staff.

“Are you aware you’re dressed the epitome of chic?” she asked me, which seemed very personal. I had no idea how to respond so I kinda laughed her off with a shrug.

“The black leather jacket with that maroon lace dress. Stunning. Really. Good choice. So, do you want the job, or what?”

And I would have said, ‘No, not really,’ and launched into why I was a better fit as a creative consultant, but then she told me the salary.

“$110,000 to start. Full medical. And for coming on board, there’s a $5,000 signing bonus.”

I was working my ass off for around $70k annually—getting the clients, hiring the teams, doing everything from the creative, to production, to accounting as a consultant, and paying over $500 a month for medical insurance. An annual salary over a hundred grand seemed easy money working for someone else, performing a single job function.

I told her I needed 24 hrs to think about it and I’d get back to her tomorrow.
“Well, I hope you join us,” she said as she walked me out. “I think you’d be a great asset to the team, and our agency.”

On my drive home across the Bay Bridge her words echoed. Why exactly would I be a great asset to their production team? Unlike me, the older candidate had the experience and education the agency’s ad asked for. And he surely needed the job more than I did, with a wife and at least one kid. I told the young director I’d only trafficed my own projects, but she didn’t hear that. She was too busy checking out my attire. She based my fit into the agency’s misguided ‘brand’ on my looks, and my age.

Fast forward 25 yrs…

I applied for a Marketing Copywriter position at Facebook a few years back. They rejected me. Bewildered, as I had every qualification required, I asked the HR woman why.

“We are looking for someone less qualified.” Her response.

Hmm…Less qualified. Why would that be? We’d discussed no salary expectations. The FB’s job post didn’t ask me for any. Someone at FB had looked extensively at my online portfolio, as I had a huge spike in page views, from one source, in Menlo Park. The HR woman began her personal rejection email with: “Your portfolio is amazing! However, we’re looking for someone with less experience…”

What she meant was, “We’re looking for someone younger.”

Thank you, Mark Zuckerberg, who is now over 40 yrs old, which, according to his own words at Stanford in 2007, makes him unemployable since young people are just smarter.”

Why would anyone with half a brain say something so stupid? Oh, I know, at 23, he only had half a brain to work with. OK. I’ll give him ¾. No. ⅔. His parents were wealthy, and provided their kids with every opportunity for financial success.

The problem with 20-something brains— their neural connections aren’t fully established yet. Until our 30s, decision making skills, complex reasoning from navigating life experience, and regulating impulse control, are just a few of the skills young people generally lack. Additionally, different areas of our brain peak (and degrade) throughout our lives. Our brain’s raw speed data processor peaks around 19. At 23, Zucky’s was still 20-30 years away from the ability to evaluate other people’s emotional state, rendering him unable to process the complex ripple-effects of what he’d created.*

Well, our omniscient Zuckerberg built a global company, his converts proclaim. And that he did. He started FB (then Facemash) in 2003, at Harvard, copying the site Hot or Not, which put up pics of female students for others to vote which was hot, and not. As a woman, and mother of a daughter, WTF, Mark! As a purveyor of human behavior, I get that, much like teens, young adults are often still motivated by appearance, not the complexities of substance.

Mark was verging on 30 when FB became profitable through PPC advertising revenue. And Zuckerberg didn’t make that happen alone. Peter Thiel, at almost 40 yrs old, invested half a mill in 2005, and helped The Facebook 20-something founders get $13 million from Accel Partners a year later. And you can bet, Accel didn’t leave it solely up to Mark and his young, naive crew to make them billions.

Mark’s not proselytized this truth. He’s now old/smart enough to know that if you stroke the ego of the young, which is still fragile and forming, you’ll get them to work 24/7† for a 5th of the salary he’d have to pay experienced pros. Young people aren’t particularly gifted, talented, or brilliant. They’re cheap to employ, and easy to manipulate.

Facebook is the 8th largest employer of H1B foreign workers as of 2025. Not because Asian college grads know more, as tech is an emerging industry we are all learning dynamically, but, again, because they are a fraction of a U.S. worker’s salary and required benefits. Limiting hires to young (and immigrant) workers is shortsighted at best. Study after study show older employee’s productivity, creativity and reliability is higher than that of their younger colleagues.

Until the startup boom in the late 1990s, most corporations valued experience and skill, substance over looks and cheap labor. Zucky and his Silicon Valley friends like Larry Page and Sergey Brin (Google), and Evan Spiegel (Snapchat) helped cement the lie that innovation comes from youth. Venture capitalists looking for “the next Zuckerberg,” reinforced the belief that younger = more disruptive.

We now know that ‘disruptive’ often leads to ‘destructive.’ Most apps and platforms were, and still are designed to addict users while stealing our private data to sell us more crap. Most middle-man SaaS apps and social media platforms have proven to be costly, unproductive, emotionally damaging wastes of our life’s time.

Hooray, to the youth who has invented, and keeps pumping out crap that’s creating personal and global meltdowns, not to mention getting fascists elected—from Trump to Netanyahu (PM of Israel). It’s made/making a few rich though, as if that’s all that matters.

  1. We are ALL born solipsists—our brain power so limited that our only awareness of others is how they serve our needs.
  2. We grow to narcissists in our teens—we gain awareness of others, but coming out of solipsism, we don’t care so much.
  3. We advance to maturity with age. Experience teaches us we serve a greater purpose than just ourselves. We recognize we are part of a family, community, planet, and our actions have consequences beyond just us.

Youth grows old, if you’re lucky. Wealth may provide a comfy life for the very few, but regardless if it’s millions or billions, their children’s children’s children may likely have no life at all.

We have the power to annihilate each other and most everything on this planet now. Along with disruptive, youth is generally arrogant and impulsive, their brains not yet fully-matured for controlling behavior. Humanity can’t thrive, and likely most won’t survive if the generations following Zuckerberg and his like continue repeating the same destructive mistakes by ghosting those with the experience and knowledge that only comes with age.

*The debate over the value of Facebook, Insta, all social media is ongoing. Its contribution to humanity is proven rather negative.

†Studies show working long hours does not improve productivity, and hurts a company’s bottom line.