An old man's observation at the new year.

I must be getting old.

It's not that I romanticize the past, I believe I see it in the stark light of a high noon reality rather than the softening warm sunset hues memories are often seen in. It's not that it was bad, I actually have had a grand adventure. Rather, I just find myself marveling at how the world is changing with ever-increasing speed.

One of the things I've noticed is as technology advances, it seems some basic skills decrease. I saw a recent commercial that showed an employee title as a "technition" and found myself questioning my literacy. Nope, turns out that isn't a word, but with words and meanings changing spelling and definition, I confess to the momentary doubts. I thought I was wrong, turns out I was wrong about being wrong.

I love my staff. They are brilliant, driven, and highly competent as I throw more and more at them, but a favorite aspect of our culture is the ability to acknowledge that ageism runs both ways. Discrimination can't be selective if we truly want equality. Our staff has a deal that I won't hold the foolish things that the younger generation often is reported for (this came up when there was a sweep of people ingesting Tide pods), if they don't generalize how "old people call the box office rather than using the website more". It's been working marvelously, just accepting that every generation has their own set of challenges.

As a matter of fact, this is a great place to say the whole State Farm commercial series where people are turning into their parents bit - I find it really offensive. Probably the most fascinating part of this is that spokesperson is OLD, wears Mr. Rogers sweaters, but talks trash about his peers if taken in context.

As I get older, I understand many of the things that infuriated me about my parents when I was younger. My parents had dreams left largely unfulfilled. When I was younger, I didn't understand why my father was so frustrated at times, but I heard a great Billy Sprague song written to his father that had a line, "Poppa,I know you had your dreams too, but time just slips away".

Now I'm the one with a shrinking windshield and ever-increasing rear-view mirror, a mind with more dreams and adventures to navigate, hindered by a body that loudly acknowledges the years and miles already run.

I am committed to being a lifelong learner. During this break, I have been embracing learning more about AI and social media strategies. I have a responsibility to do this for my work, but I also thoroughly enjoy the process.

A couple of things came up that have me pondering.

First, a respected teacher I regularly learn from and am often inspired by has a term when he talks about advertising and internet work. He says we need to "lower the cognitive load". This means the leader is often speaking over the heads of their audience, customer, or staff. So, "lower the cognitive load". He even explains that when using AI, one should literally instruct AI to "lower the cognitive load", and it will simplify the way it is talking.

I feel like that is a new way of saying, "dumb it down". Maybe I'm crazy.

Then, I spent a good deal of time looking at a few other agencies and found this interesting trend where the advertising is, with increasing frequency, using curse words or increased innuendo to try to gain market share.

It's not that I am a prude, far from it. My father-in-law says I walk a fine line between pagan and Christian, and I respect him in all things. That said, I am often reminded of my father's position that I "surely have a more articulate way to express myself than to sound like a sailor". Those are his words mind you, not mine. If you are a sailor, much respect.

There have even been some shows lately that may advertise they are "family-friendly" and the content shared makes one wonder about what dinner conversation around the table at their house consists of.

But comedians and lyrical content aside, when advertising agencies and business consultants start using this language in their pitch, it feels lazy and feels like our culture is becoming more and more like an episode of Jerry Springer, and our government more like a scene from "Idiocracy".

Just sat down and thought I would share this perspective. I am not sitting in judgment, I"m just acknowledging that the times really are changing, and I am not sure it's for the good in all areas. I'm confident the answer is as simple as "I'm just getting old."

Off to my rocking chair, where I can scratch the ear of my long-suffering comrade Toby and listen to some vinyl records on this Friday night. Lord, I really am old...

peace