Open Letter to the Children of Robert McNamara

Dear McNamara Children,

This is a belated apology.  I have been meaning to set things straight, but the right moment never materialized, and now it has been over 50 years.  However, my guilt came flooding back as I watched the recent Ken Burn documentary on the Vietnam War.  Night after night I saw your father, with his slicked back hair, ramrod straight part and rimless glasses.  He was an intimidating figure as Secretary of Defense, standing in front of a map of Vietnam with the menacing China and Russia seeping down from above.

You must understand that I was watching him at the same time our neighbors were building a bomb shelter in their basement and we were having bomb drills at school.  At the sound of the alarm we all rushed to crouch beneath our desks with our hands on top of our heads.  But even at age 12, I knew this was a useless exercise.  That flimsy desk could never protect me from an atom bomb.  I counted on your father to save me.

And then I saw him in the flesh.  Perhaps you remember a family spring break ski vacation in Utah in 1964.  My family was there too.  Your father brought an air of celebrity to the entire resort and everyone treated your family with the utmost deference.  My ski school instructor scuttled us to the side of the slope as your father passed.  I have a distinct memory of his smiling face as he whizzed by in baggy ski pants, his greased down hair totally unperturbed by the blowing wind.  I looked at him and thought, “How can this man be taking a vacation.  How could he be smiling?  Isn’t the Communist threat a serious business?  Who’s manning his post back in Washington?

One day I arrived at the lift line at the same time as your father.  Then he did the unthinkable.  He cut in line.  In my suburban grade school,  my only exposure to social justice was simple:  No cuts.  It was inviolate.  Line cutters were bullies, the worst sort of kids, deserving universal scorn.  I didn’t care whether your father was the only thing between and me and the Commie horde, your father cut in line.  It was unforgiveable.

I fumed.  At lunch I saw my opportunity for retribution.  I couldn’t get back at the mighty McNamara, but you kids were in my ski school and emerged as surrogate targets.  I looked at the youngest and blurted out the meanest thing I could think of.  “You know, there is no such thing as Santa Claus.  I mean it.  He isn’t real. Your parents are lying to you.”  I remember mouths hanging open, and a little drop of milk hanging from one of your lips as you sat in stunned silence.

Yes, it was me.  I was the one who punctured the greatest hoax of childhood, drained the magic out of Christmas.

I immediately felt remorse.  I had turned into a vindictive bully, worse than a line-cutter.  Any regrets quickly turned to abject fear.  What would your father do to me if you told him about my indiscretion?  Robert McNamara, the man who held the fate of nations, who sent young men off to remote rice paddies, there was probably nothing he couldn’t do to me.  Apologizing and admitting my guilt would only exacerbate the situation.  I wanted to slink away and hide forever.

Now I want to make amends.  So here it is.

I am very sorry for my unwarranted cruelty.  I am ashamed that I turned into the person I did not want to be. 

Wait a minute, now I am rethinking this.  Maybe I did you a favor.  My Santa Claus reveal was perhaps your introduction to the fine art of the dissembling and deception of adults.  Maybe it prompted a critical and questioning mind that has served you well over the years. And perhaps you began to understand the tyranny of the lie, that once established it is so difficult undo.  Armed with this knowledge, perhaps you were better able to understand the agony of your father as he absorbed the guilt of Vietnam.

Okay, who am I kidding here? Forget it, I’m overstepping.  Just please accept my apology.

Sincerely,

Liza Blue

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Final Expenses

Who wants to hear the word death out loud?  For advertisers, the answer is nobody, and they work hard to avoid this basic fact of life.  Pharmaceutical ads are required to list potential complications.  So the taboo word must be spoken, but few can appreciate the word death midst dreamy images of puppies and walks along the beach.

Those watching crummy TV or afflicted with insomnia are treated to the machinations of the death industry itself.  Typically a middle-aged couple bemoans the fact that they’ve been forced to shell out coveted savings for their parents’ funeral.  They don’t look pissed, but underneath I bet they’re seething.  Then a cheerful neighbor pops in to report that she just got her check from Dominion Life, which paid for her father’s “final expenses.”  The obvious solution to avoid lingering resentment is a burial policy to pay for funeral expenses – the casket, the flowers, the plot and various other sundries.   However, the word funeral, burial or death is never uttered during these ads.

I am the target demographic for these advertisers.  Recently flushed out of the sandwich generation myself, I admit that vague thoughts of mortality have inched their way forward, but I’m irritated by the bland euphemism of “final expenses.”  The word “death” may seem a bit harsh, but why not take advantage of the creativity of the English language and use the clever and amusing euphemisms for death?  Lighten up and make it fun.

Here is my script for a “final expenses” ad.  I’ve tried to use as many expressions as possible, but the sheer number suggests that different expressions could be rotated through to create a whole campaign.

Warning:  The following ad may contain material that is offensive to sensitive viewers who are uncomfortable with the reality of death.  However, this ad does not contain the “D” word, but instead uses the colorful idioms that enliven our English language.  Motivated viewers are referred to Mark Twain’s essay “Death in Nevada” where a rustler and a clergyman talk in their own euphemisms for death, and as a result are incomprehensible to each other.  In fact, Mark Twain may have popularized the term “kick the bucket.”

Scene:  Kitchen counter, two neighbors talking:

Delores:  Mindy how are you doing?  I heard that your father went toes up last month.

Mindy:  Yes, my father finally bought the farm, but he was ready.  He’d been swimming away from the dock these last months and now he’s peacefully pushing up daisies.  Just look at all these bills for the funeral.  Motions to a pile of envelopes strewn across the counter.   I don’t know how we’re going to pay for all of this without dipping into our daughter’s wedding money.

Delores:  Mindy, didn’t your parents have Crossing the Rainbow Bridge insurance?  Mine did.  Look here’s the check I just got.  It paid for the all the expenses when my father joined the choir eternal.

Mindy:  Do you think that it’s too late for me?  Do I have to have a medical exam?  What if I am about to croak?

Delores:  No worries, a medical exam isn’t required, but if you do kick the bucket right away there might be a two-year waiting period for the policy to pay out, and it might not pay out that much more than what you put in.

Mindy: Hmm.. I think I understand.  This is like forced savings.  I can either spend on my kids now, or save money so that my daughter can spend on me later.  Interesting choice, she’d probably want the money now, and just do an ashes to ashes thing when I sprout wings.

Delores:  Mindy, you’re right.  Money now is a great temptation, but personally I do want the horizontal phone booth when I go to sleep with the fishes. I don’t want my family to pay for my cement overcoat.  I’m going to shuffle off this mortal coil with equanimity knowing that my family won’t begrudge the celebration of my big dirt nap.

Mindy:  Delores, thanks for this great advice.  I’m like you, when I assume room temperature and go to my reward, I want to spare my children what I’ve been faced with.  I want them to throw in my towel with gratitude and good cheer.

End Scene

The following are euphemisms collected from various slang dictionaries sorted into vague categories.  These could go by in a crawl beneath the ad.
Mob style

Wear a cement overcoat

Sleep with the fishes

Deep-six

Mining Style

Go up the flume

Hand in your lunch pail

Put to bed with a shovel

Agrarian Style

Push up daisies

Bought the Farm

Bite the dust

Go into the fertilizer business

Examine the radishes

Picking radishes from below

Become a root inspector

Picking turnips with a step ladder

Become a landowner

Cowboy Style

The last round up

Happy hunting ground

Navy Style

Slip one’s wind

Cut the painter

Take the ferry

Swim away from the dock

Lose the number of one’s mess

Answer the last roll call

Go to Davy Jones’ locker

Cribbage style

Peg out

Party Style

Definitely done dancing

Finally got his tab called at the bar of life

Avian style

Yield the crow a pudding

Turn over the perch

Swan song

Frog Style

Croak

Hop the twig

Travel Style

Take the ferry

Booked on the Gravesend bus

Go up green river

Wandering the Elysian fields

Crossing the River Styx

Taking an all expense paid trip aboard the Stygian cruise line

Heavenly Style

Meet your maker

Climb the golden staircase

Push clouds

Shoot one’s star

Sprouted wings

Cleaned the trumpet

Cross the rainbow bridge

Sports Style

A race well run

Juggling halos

Climb the greasy pole

Traded to the Angels

Cuisine Style

Ate it

Lose the number of one’s mess

Lay down one’s knife and fork

Stick one’s spoon in the wall

Worm food

Vegas style

Cash in your chips

Throw in the towel

Deal the final hand

Philatelic Style

Stamped returned to sender

ET Style

Called home

Author Style

That’s all she wrote

Permanently out of print

Shuffle off this mortal coil (Shakespeare)

Pot Pourri

Curtains

Pay one’s debt to nature

Go over to the majority

Six feet under

Snuff one’s glim

Put into one’s cool crepe

Medical Style

Assume room temperature

Metabolic processes are history

Living-impaired

Tending toward a state of chemical equilibrium

Wear a toe tag

Kicked the O2 habit

… and my personal favorite

Baste the formaldehyde turkey!

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Podcast: Final Expenses

The word “death” is taboo to advertisers.  Here is my solution.

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The Lost Seinfeld Episode

When I picked up my deck stain at the Sherwin Williams store, I realized I’d stumbled onto the perfect scenario for a Seinfeld episode.  I couldn’t believe that the beleaguered Seinfeld writers, who appeared to run out of ideas by the 9th season, missed this one.

I had just listened to a history of the Seinfeld show on my six-hour drive to the Upper Peninsula of Michigan.  The audio book went into excruciating detail on the “show about nothing,” hammering away at the premise that the episodes focused on the minutiae of everyday life, taking a small incident beyond its logical extreme into the realm of absurdity.

I stared at the array of paint samples in the store.  Each had been given a specific name by someone who had clearly gone soft in the head in the process.  There was “laughing taffy” (i.e. pink), “blue bicycle” which was indistinguishable from “amidship.” I didn’t know what to make of “bunglehouse blue” other than it sounded like a raunchy bordello.  The color “grayish” looked exactly gray to me, there was no “ish” to it.

I immediately thought of the comedic possibilities for the character Elaine, who wrote the pretentious clothing descriptions for the J. Peterman catalog.  What if she received the assignment to name and to create a story about all the colors in the paint store?

The following is my script.

——-

Scene:  Jerry’s Apartment – Elaine and Jerry together.

Elaine:  Jerry, remember that J Peterman description of the dark brown jacket?

Jerry:  Yes, the oilskin jacket that is the color of the most beautiful brown horse you can ever imagine?

Elaine: Nods agreement.  Peterman told me that description doubled sales.

Jerry: I’m not surprised.  You see there are certain young girls who are, quite frankly, obsessed by horses.  And when they grow up to be women they still have this “je ne sais quoi” about anything that reminds them of a horse.  Some women just go for the horse. Worked for me last month. Continue reading

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Robert McNamara and Me

 

My first brush with greatness came in the mid-1960s on a Utah ski vacation that overlapped with Robert McNamara and his family.  As a preteen, I was only vaguely aware of the man.  My parents, who still had complete confidence in the government, never talked politics and rarely watched the evening news, and yet the snippets drifting through the ethos must have seeped into my psyche.  I could easily recognize him standing in front of a crude map of Vietnam, or pointing at a graph with rising zig zagging lines.  But his appearance made the most distinct impression – that slicked back hair oozing with grease, ramrod straight part and rimless glasses.  He looked like the epitome of steely-eyed control.  He scared me, but I wasn’t sure why.

At the ski area my unease deepened as I witnessed McNamara first hand.  This was a man you stepped aside for.  I remember standing in line for the chairlift watching McNamara and his family cut directly in front of us to the head of the line.  There was a strong undercurrent throughout the slopes, a frisson of excitement and awe. We were in the presence of greatness, breathing the same air, and sitting on the same chairlifts. It was here that I learned that he was the Secretary of Defense, in charge of stopping the spread of Communism, routinely making life and death decisions both for our country and individual families. Continue reading

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Podcast: Robert McNamara and Me

As a 12-year-old, speaking truth to power

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Marketing Unplugged: Super Foods

Going to the grocery store can be a dreary chore, so I reframe the trip as a contest of wills between me, the wily consumer, and marketers, eager to suck me in with their coveted eye-level shelf-space, flashy packaging and dubious health claims.

I have seen marketing terms come and go.  Natural, light, organic, craft, vine-ripened, and various iterations of fresh (farm fresh, fresh frozen, fresh picked, etc.) have all have grown stale with overuse.  The word “artisan” is in the process of being flogged to death.  When properly used the word implies a product that is individually made, perhaps a loaf of bread made by a stooped woman from the old country with knuckles gnarled from a lifetime of kneading.  Now McDonald’s has co-opted this word to describe its buns.  When I asked the cashier with the greasy hair and visible bra what makes the flattened bun “artisan,” she said, “How am I supposed to know?  Do you want it or not?”

The grasping maw of McDonald’s marketing department has perpetrated an identity theft on the true artisans of the world. Continue reading

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Podcast: Marketing Unplugged: Superfoods

What the hell is a superfood anyway.  Turns out it is nothing.

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The Dumbest Player on the Hockey Team

Last month Nick and I spent 36 hours in the clutches of the Marquette General Hospital in the Upper Peninsula, Michigan, investigating his fleeting episode of chest pain, which turned out to be nothing more than a flush of heartburn.  As we left, the nurse practitioner handed Nick a copy of his medical records to give to his home town physician.

The first line on the history and physical read, “The patient is a pleasant man in no acute distress who appears his stated age of 63.”  Yes, it is a hard reality to look as old as you are, but after glancing in the mirror, Nick had no quibble with the assessment.  However, the next sentence was startling.

“The patient states that he was the dumbest player on his college hockey team.”

We hooted until our stomachs ached, but then a sobering reality set in.  This physician had permanently etched this into his medical record, certain to follow him for the rest of his life.  This conversation was worthy of a meticulous dissection, I thought.  What were the steps that lead to this gross misrepresentation?  What possessed the physician to add this irrelevant detail?

I was on my way to the ER when the physician interviewed Nick, so over the next several weeks I questioned him extensively on the 10-15-minute interaction, trying to plumb the depths of the conversation and gather the slightest nuances in the exchange. I wanted to reconstruct the steps that had traversed the vast gap between a pleasant gentleman and the dumbest hockey player.

Nick reported that the ER physician was an athletic-looking man who appeared his stated age of 40.  He interspersed his cursory physical exam with simple questions, like where are you from, what are doing up here in the Upper Peninsula?  Nick felt that this was nothing more than the type of killing-time, blah, blah, blah conversation you have at a cocktail party with someone you will never see again.

I countered that any conversation in an emergency room is saddled with the unintended consequences of the patient physician-relationship.  “Nick, remember you were sitting on the examination table, feet dangling, wearing one of those demeaning paper outfits.  And you were talking to a physician who could be making life or death decisions, could whisk you off to an emergency angioplasty.  This was a man who could snap his fingers and send you down the rabbit hole of the health care system,” I said.

“Well, okay,” said Nick.  “This was the third physician that had done an identical history and physical.  My EKG and lab tests were entirely normal, and I was ready to leave.  I thought that if I established a rapport with him he would let me go, maybe come back as an outpatient if I needed a stress test.  The last thing I wanted was to stay overnight.  So yes, I was trying to be nice, but what about him?  What was in it for him?”

“Remember that both the hospital and physician are constantly rated on social media.  Your power was that you could have given him a crummy rating, saying that he was brusque and impersonal, no bedside manner, that sort of thing.  I just want to establish that that there was probably an implicit agenda on both sides of the examining table.  Okay, what happened next?”

“The physician saw scars on my knee and asked me how I got them.  I told him that I had blown out my knee playing hockey.  Then the guy turned around to fiddle with the computer.  He wasn’t even looking at me when he asked, ‘did you play in college?’  I thought it was a weird question.”

“In what way was that weird?” I asked. “Wouldn’t this still be in the realm of idle conversation?”

“Yes, but I had already told him that I regularly worked out on the elliptical and played a lot of tennis.  So I had established myself as a reasonably fit athlete.  And this guy was very athletic looking, and it just seemed like he was setting up some sort of competition as to who was the best.  I don’t know, maybe in retrospect I am reading too much into the remark, but it was just a weird vibe.”

“What did you tell him?”

“Well, all I said was that yes, I did play in college and then he said that he also played college sports.  Then he asked me where I went to college.  Now I felt trapped.”

I understood because Nick had played hockey at Harvard.  Outside of Boston, the mention of Harvard always prompts a response, typically negative. In fact, Nick has learned to drop the H-bomb very sparingly, often saying something like “I went to college back east,” in hopes of deflecting the issue.  People often assume Harvard students are too brainy for their own good, or belong to an elitist society whose members have birth certificates stamped with “Born to Succeed.”  Maybe the doctor was jealous.  And then there was the added issue of playing hockey there.  Maybe the doc thought that hockey was Nick’s way into Harvard, a jockish work-around to GPAs and SAT scores, obscuring the truth that he had worked his ass off.

Nick went on.  “I was so tired I just said it.  ‘I played at Harvard.’  Then it got really strange.   The doctor said, ‘What it was like to play on a hockey team with such a smart group of people?’  That put me at a complete loss.”

I nodded agreement.  If Nick said yes, everyone was really smart, he might set up an IQ battle with the physician and potentially alienate the very person he was trying to ingratiate.  Say no, and he might create the impression that the hockey team didn’t deserve the cachet of a Harvard education.

“I tried to finesse the issue,” said Nick.  “I told the guy that there were plenty of dumb guys on the team, and then we got interrupted.  I was going to add that I got tired of dumb jocks and precious preppies asking me for help in classes that they never went to.  I just quit the team, but he never heard that part.”

“Well, I guess that gets us to the launching pad for his fateful statement, but still what prompted his final leap?”

I looked over the hospital transcript to see if there was any way the statement could have been the result of a typo or a glitch in a voice-activated transcription.  The only possibility I could imagine was that the physician had dictated, “The patient reports that he WASN’T the dumbest player on the team,” but this is damning with faint praise.  “That doctor must have been carrying a lot of psychological baggage,” I said.  “You were just collateral damage.”

“Like what?” said Nick.

“Okay, I’m just brainstorming here.  Maybe you unwittingly prompted some deep-seated resentment.  Perhaps the guy had been rejected by Harvard, his grades, athleticism or both were not enough, perhaps his brother or sister had gone to Harvard and he was the only one in his family without an Ivy League pedigree.  Here he is in Marquette, logging hours in the emergency room far from the elitist East Coast that he aspired to, and now his conceptual nemesis shows up, vulnerable and anxious in his examination room.”

Nick was surfing the internet as I prattled on.  “Unbelievable. Look at this.  Here’s a profile says that he is an outstanding physician, had brilliant grades at Michigan State and does brilliant work and is one of the most reputed specialists.”

“Wow, how about that – you were in the presence of greatness,” I said.  “Now don’t take this personally, but the doctor probably thought you were a boring patient.  Rule/out heart attack is a routine protocol that wouldn’t require his brilliance.  On the other hand, if you had shown up with a fish hook embedded in your eyeball, well that might have piqued his interest, required some deft heroics on his part.”

Nick’s eyes widened as I gathered momentum.  “Your ER physician just got stuck with you.  Now imagine him at the end of the day, droning on as he dictates his dreary, repetitive cases – heartburn, sprained ankles, ear infections.  His eyes flutter, his head wobbles, and in this weakened state he uses a history and physician to exact revenge.  He wouldn’t remember saying it and would be shocked to see it in print, but here it is, forever more.

“The patient states that he was the dumbest player on the hockey team.”

 

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Podcast: Dumbest Player on the Hockey Team

What was the physician thinking when he put this into the medical record?

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