Karatydides.

I remember when I first read the phrase "ontogeny recapitulates phylogeny." I was twenty. In those days The New Yorker used to publish before the longer-form pieces in the regular magazine, brief capsules of reviews of plays, movies, concerts and gallery shows.

Many of these were written by Pauline Kael or James Agee. You could read worse.

I'd read these with some care. These were pre-VCR days, pre-cable even. And it took work and attention to learn about and see the classic movies that today you can just "stream," though no one does because they're considered old and we scorn anything in this country older than two years.

Especially me.

I read ontogeny recapitulates phylogeny in a movie review I believe of "The Man Who Fell to Earth in The New Yorker.

I had no idea what it meant, and it took me a week to find its meaning. However, having made the effort to find it, I deemed it important, and never lost it.

It's funny how hard it was to find things out. 

It's funny how back in my youth knowledge didn't come from something like a vending machine like it does today. You couldn't, back then, just pull and handle and a small bag of unique thinking would be dispensed. You had to hunt and ask and red herring.

Desmond Morris, the great anthropologist, wrote a worthwhile book called "The Nature of Happiness." The embarrassing cover makes the book look like a Cialis ad. But if you can look past its aggressive stupidity, you'll find wisdom.

Morris believes, as do I, that happiness often comes, not from getting what you want, but from searching for it. The hunt, the forming a group, the assigning of roles, the physical chase and the capture, is generally when people are happiest. The searching very often surpasses the getting. The chase is often better than the capture.

As Galen of Pergamum said almost 2,000 years ago (he was clearly politically incorrect)  “post coitum omne animal triste est sive gallus et mulier." After sexual intercourse every animal is sad, except the rooster and the woman. Again, the chase is  better than the capture.

For twenty years I searched for a book by Joseph Mitchell, "My Ears Are Bent." He published it, just once, in 1938--and later somewhat disowned it. My wife finally found it from a bookseller occupying space below ground in Muncie, Indiana. There were old Carole Landis movie posters on the wall, like in Laird Crager's room in the 1941 noir "I Wake Up Screaming."

She paid a lot for the book (but did not pay $11,000 for it.)

I first read it on microfiche, deciding to spend the day in the main reading room of the New York Public Library.

Today, I fear the joy of the hunt is gone. 

Or not understood.

Or at least under-valued.

AI will not help us here.

The easiness of AI, in fact, has overwhelmed the essential humanness of hunting.

Most people don't even know, anymore, about the importance of the hunt and the happiness derived from it.

Life is not supposed to be easy. Quests are supposed to be fraught. Scylla and Charybdis can kill you. But there's nothing like the excitement and accomplishment of having survived them.

Ask Don Quixote. 
Or Odysseus.
Or someone fat who got in shape for a marathon.
Or anyone who's sold a big ad campaign to a giant client.
Or just a jerk like me who's built a business based on orare est labore. To work is to pray.

Years ago I was lucky enough to get to spend three hours working with Milton Glaser. We sat elbow to elbow at his table.

I was due to arrive at his townhouse in the east Thirties at eight. 

Of course I got there at seven and stared at his place.

I wanted to see the Karatydides not just the Parthenon.

I took this photograph of the transom above his front door.

AI wants us to forget this.

We want push-button ease in everything.

We want miracles cheaper by the dozen. 

But Art is Work.

I don't think we should forget this.

Fool Me Once.

About 15 years ago when I was an ECD at R\GA (if you have brain cells left, you might remember calculations like what follows) the hot metric among digital agencies was "Facebook likes." People in the agency and at at the client would routinely state that their advertising goal was to get the client to "one-million Facebook likes."

Outside of improving your Klout score, getting your client Facebook likes was the sine qua non of marketing success.

This was before Facebook had gone full-fascist and before it assumed the mantle of the world's #1 Child-Trafficking site. These were simpler times.

The brand I ran was a financial services company that specialized in helping people with their retirement planning. Their average customer was about 60 and had a couple of million dollars saved up. Their aided brand awareness was seven-percent.

There was a UI or UX or CX -guy or whatever in my group who disliked my "traditional" orientation. He was the sort person who declared everything "broken" or "dead." Especially if it wasn't popular in a four square-block section of Williamsburg, Brooklyn. 

He was heavily into artisanal mayonnaise.

Who isn't?

He went to the Chief Operating Officer of the agency to complain about my old skool-ness. How I wanted to raise awareness via TV that drove referrals, not via Facebook likes.

I was called on the carpet tiles for that.

Emboldened, this guy said, once again, "we have to get Facebook likes."

I exhaled through my mouth, and mouthed the words of Jack Palance in "Shane." "Prove it," I said. "Show me one brand that's converted Facebook likes to brand value and I'm in like Flynn. I'll do whatever you say." 

Once again I was called on the carpet. 

But, such is my strength (or weakness) I never relented.

On Friday there was an article in The New York Times called "The GenX Career Meltdown."

The article is the usual bemoanization about how everything we once had is gone and obsolete and eviscerated by the rapacious saliva of Pervert Equity and perverting silicon germanium technology. 

There was nothing new in the article. It made me glad my father forced me, at a stupidly young age, to take speed-reading lessons. I can still get up to one-thousand words a minute when I need to, with little loss of comprehension. Such a facility comes in handy when you're fed a giant nutburger of words.

The first thing that occurs to me that's wrong headed is GenX (or any gen) as a helpless victim of giant financial forces. You can't really have victims without perpetrators. For every murder victim, there is a murderer. And for every GenX-er (or any other gen-er) thrown out of work, there is a banker or a c-suiter in an eighteen-room Park Avenue apartment along with eleven acres in Wainscott, New York or maybe the Vineyard. 

Part two pertains to my story above.

We have decimated agencies and agency staffing. We have turned the work agencies used to do over to equations we obtusely call algorithms, though I'd imagine roughly 97.9-percent of people who use the word algorithm have no idea what the word means. They use the word the way Beckett used the word "void." As in "There's no lack of void."

No one is saying what I said to the CX or UX or UI guy I described above. No one says, "Prove it. Show me one brand that's built brand value based on Large Language Models and plastic manipulated stock photos and I'll hang up my spikes. Show me one brand that's using AI and creating a brand people like and I'm with you."

No one asks. 

No one challenges the dominant complacency that machines can do it better. We're all just going scuba diving with tanks filled (by ourselves) with carbon monoxide. Every day we hear about the splendors wrought by AI on customer service, via phone trees, via bots. We hear how fast and cheap ads are. No one has the wisdom or temerity to say, "but they suck." "But they might be doing more damage than they're creating." 

Every time I hear about the "right message at the right time," I say "when?" I've yet to get the right message at the right time. Even when I proposed to my wife.

As Chico said, "Who are you going to believe, me or your own eyes?" We believe the power of money against our own powers of observation.

Maybe the math works because everything in the world today is under monopoly control and so offers exactly the same product at exactly the same price and there's no place you can buy from that's any different. That's certainly true of holding company ad agencies.

You can't find a good airline or ad agency or telco or cable company or rent-a-car or hardware store or political party or restaurant. They're all the same. 

But sooner or later, alternatives will green shoot from out of the desiccated terrain. Sooner or later someone will realize that not everything you eat needs to have been frozen first and shipped 14,000 miles. Not everything you buy needs to work like shit. Not every ad has to suck.

Whatever gen you are, gen-erate the will to fight. To not accept. To resist.

In an era of universal technology, being a human is a revolutionary act.

Revolt.

Robert Frost won four Pulitzer-prizes for poetry. To my ancient and glaumy eyes that means he might be worth considering at times.

He wrote in "The Mending Wall,"

Maybe we can think about the algorithm he describes and repurpose it for today.

Over the course of my five decades in advertising, I've never once had someone within the agency or a client do something "because I said so." Even that old parent joke, "because I'm your father, that's why," never really worked for me.

But when it comes to AI and other unproven technologies wiping out whole industry, we buy the notion without a shred of proof. We buy the efficacy of the algorithm on faith.

We buy it on faith.

Which is what suckers do when charlatans sell them a bill of goods.

They pay full price.

Shop elsewhere.