Thursday, June 30, 2011

Hi, I'm Ursula Perez

Paul Arden once wrote you are who you want people to perceive you to be. 


He was a an advertising maverick, a former creative director in Saatchi who was once described as being crucial in the rebirth of design-led advertising.
I'm not sure if it was in his IT'S NOT HOW GOOD YOU ARE, IT'S HOW GOOD YOU WANT TO BE book, or on his second book, WHATEVER YOU THINK, THINK THE OPPOSITE.

Today a jerk salesman was trying to sell me a membership for something. I don't know what he really wanted from me: a done deal, or a fight. His manager wasn't any better either. When I said no, I don't want your shit (now I wish I said those exact words!) she said well I'm pretty sure you can't afford it anyway, like I said it's not for everybody, you're just a student anyway. Still smiling with that fake smile that doesn't reach her badly made-up eyes with the spidery lashes, that fake smile that shows all her front teeth. Then she abruptly stood up, turned her back on me. Passive aggressiva much?


These days I am a student, and a scholar.
A few months ago "I work in advertising"
on some days now, some girl with a walkie talkie, barks into her radio "pa-meyk-ap! retats!" and I come a-running.


You are who people perceive you to be.


I've eaten chunks of humble pie in the past year, and I gotta admit, it's been good for me.


You don't have to tell everybody your entire curricula vitae after your last name. They don't need to know where you come from. What you've done. Shit you've achieved. Wolves you've run with. Being somebody they do not know is your advantage.


Choose when to wear your clout, and know when to give out just your name, and end with that. 


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