AD AGED: So, you’re a CTO. Back in the day, that stood for Chief Technology Officer. I suppose it stands for something different now.
CTO: Well, the Chief Technology Title is very passé. In today’s modern agency, CTO stands for Chief Talk Officer.
AD AGED: I see. And what does a Chief Talk Officer do?
CTO: Do? Don’t make me laugh! It’s not about doing. A Chief Talk Officer talks.
AD AGED: Please explain.
CTO: Well, I talk about projects but I say things like:
Don’t play attention to the art—that’s FPO.
And, don’t pay attention to the copy—that’s FPO.
AD AGED: So you don’t make anything.
CTO: No, I feed the beast with the currency of our age. The minute something needs to be done, I’m needed at an edit.
AD AGED: And what are you doing at the edit?
CTO: Talking about the edit.
Talk is the grease that keeps the wheels of our industry turning. Talk is the lubricant of capitalism. Talk makes the world go round.
AD AGED: Well, thank you for your time today.
CTO: Thank you. It was a pleasure talking.