You Evaluate Packaging

This week I learned several important things about humans.

First, you will happily stand in line behind 3,473 strangers if someone promises Martha Stewart might eventually look at your house.

Second, if I confidently describe the geology beneath a mailbox, you’ll write a newsletter about me.

Third, a company can call an ultrasonic body scanner a spa, and everyone nods politely. A Peruvian healer can call a guinea pig an X-ray, and everyone reaches for skepticism.

You people don’t evaluate ideas.

You evaluate packaging.

Half my job is packaging.