The Wrong People Are Shipping

~ David Willis ~ Leave a comment

Mid-2000s, late twenties, and I got pulled into a funnel.

Blogs were taking off. Everybody had an email list and a free PDF and I wanted the free prize inside, so I signed up, and then I read the thing.

The copy was ridiculous. Overwritten, wandering, wild claims stacked on top of each other, and somewhere underneath it all there was supposedly a product. I never found it. I got to the bottom of the page still not knowing what the man was selling or what it would do for me. The whole page was hostile to the eyes, all that early web HTML.

Here’s what I’ve never said out loud about it. I wasn’t only a mark. I was studying it.

I was desperate for side income and I was trying to reverse-engineer the machine so I could run one myself. Wanting to be useful to people has never been my problem — I’ve had that my whole life. What I couldn’t do was state plainly what I was offering. So I read those pages twice, once as a customer trying to figure out what I was buying and once as a would-be builder trying to figure out how they did it.

I failed at both, because the whole thing was built to be unclear.

Twenty years on, what bothers me isn’t that grifters exist. Con men are as old as dirt.

It’s the asymmetry.

There’s a whole class of people with no business shipping a product who have every ounce of fire required to ship a product. They’re loud, they’re fast, they’re shameless, and they’re constantly in front of you.

Then there are people who actually know things. Practitioners. Most of them won’t hype and won’t promise the moon and would genuinely rather do the work than talk about the work. So they don’t ship, or they ship quietly, and nobody ever sees it.

The worst products get the distribution. The good ones die in a drafts folder.

I feel this one from the inside.

Thirteen years in Toastmasters. Distinguished Toastmaster. I’m good at getting a frightened person to the point where they can stand up in a room and be heard, and I know exactly how I’d gimmick that. I could build the lead magnet promising you’ll be the next great keynote speaker. I could write the page. I know every move.

Somebody once pitched me an eighteen-thousand-dollar speaker training program. Do programs like that have real clients? Some of them, sure. But eighteen thousand dollars with nothing they could show me up front stops feeling like a program and starts feeling like a toll booth on somebody’s hope.

So the honest version and the gimmick sit right next to each other in my head, and I know how to build both, and the gimmick would sell faster.

The line between a grifter and somebody who’s just wrong is intent, and intent leaves evidence.

Everybody’s wrong sometimes. I’ve been wrong plenty. But a person who was merely wrong pivots — corrects it, says so out loud, tries to make it right, and you can watch them do it in public.

The test isn’t whether somebody made a bad claim. It’s what they do the first time a claim doesn’t survive contact with reality. One correction is a person learning. A pattern with a direction to it is something else, and the direction is usually toward the money.

The reason this isn’t just an internet annoyance is who’s on the other end.

It’s people on the edge. Real financial trouble, something hard going on, honestly trying to pull themselves up. They’ve got something good in them and no idea how to package it so anybody would want it, and that’s a genuine and painful gap.

What they get offered is three simple steps and a miracle.

The real answer is slower. Get good at something. Build an offer somebody wants badly enough to pay for. Then go do the job you said you’d do. There’s no version where you skip the first part.

But a desperate person can’t afford to wait, so they buy the shortcut, get frustrated, and buy the next one. Every trip through leaves them a little more broke and considerably more cynical.

Now the part I’d rather not put in.

I’ve spent this whole essay describing practitioners who know things and won’t ship, as though I’m reporting on them.

I have a finished product sitting on my hard drive. It’s been finished for weeks. I haven’t priced it, haven’t built a page, haven’t asked one human being to buy it. I’ve had two books out this year and sold about thirty copies total, and I have never once directly asked anybody to purchase anything I’ve made.

I’ve been telling myself that’s integrity. That I’m the practitioner who won’t stoop to it.

That story is very comfortable and I don’t think it’s true. The loud man with the bad product and I have produced roughly the same amount of value for the person who needed help — he took their money and I never showed up. His is worse. Mine isn’t good.

If I’m honest about the fear under all of this, it was never that I’d get taken again. I’ve been taken. You survive that.

It’s that one day I’ll look at what I’ve built and find out it was all noise and no value.

Which is a fear you can only settle one way, and it isn’t by not selling.

Trimmer String

~ David Willis ~ Leave a comment

Here’s what I did today.

Drove to Lowe’s for trimmer string. Stopped at the grocery store on the way back so I wouldn’t have to come back across town later. Went to church. Came home and mowed the yard and ran the trimmer. Got cleaned up. Went to Costco for the rest of what we needed and put it all away.

Then my son and I went and lifted. Then Trader Joe’s for a few things I forgot. Came home and made dinner. Watched something. Did my Bible pictures. Sat down and wrote this. Spent some time with my wife before she went to bed and played video games with my son after.

There is not one minute of rest anywhere in that.

It was one of the better days I’ve had in a while.

There was a long stretch where a Sunday like that would have bothered me.

I’d get to Sunday night having gotten nothing back — no sleeping in, no lying around, no afternoon where I did nothing on purpose — and I’d feel cheated. Like the weekend had been taken from me by errands.

What I finally noticed is that I was grading my weekend against a picture I’d gotten from somewhere else. Somebody’s idea of what two days off are supposed to look like. Sleep in, do nothing, recover.

I don’t actually want that. I do like rest but I don’t want to do nothing. But I kept measuring against it and coming up short, and the frustration cost me more than the missing nap ever did.

Friday I spent two hours making pizza.

Not two hours of cooking — two hours of dough. Crust and garlic knots from scratch, plus a cauliflower crust for my wife, which if you’ve never done it means ricing the cauliflower and then getting the water out of it, and then getting more water out of it, and then some more. It is a genuinely tedious thing to make, but quite tasty.

Nobody made me do that. I could have bought a pizza in eleven minutes.

We ate it and watched Moneyball, which I hadn’t seen in years and which holds up.

Saturday we hit an estate sale and a thrift store, took the family to lunch at a place we love, and spent the afternoon and evening with friends cooking and talking and laughing.

I’m not going to turn this into a rule, because I know how it sounds coming from a guy having a good stretch.

Plenty of people are running weekends full of things they didn’t choose — a sick parent, a second job, a kid in trouble. Telling them their exhaustion is a framing problem would be insulting, and it isn’t what happened to me.

What happened to me is smaller. Every single thing on today’s list was mine. I picked the yard, the dough, the gym, the groceries, the sitting down to write this. Nothing on there was assigned.

And it turns out that when the whole list is yours, tired doesn’t feel like being emptied out. It feels like the end of a good day.

I am, however, extremely tired.

Going to bed.

Flowering Herbs

~ David Willis ~ Leave a comment

There was a Bath & Body Works fragrance in the nineties called Flowering Herbs.

My wife was given a bottle of it in 1994, four years before I met her. She was still wearing it in 1998, the summer we got together — we both turned twenty that year, she’s two and a half months older than me — and every time she came near me that summer she smelled like that.

They discontinued it.

I have spent a substantial part of the last thirty years trying to get more of it.

You can still find bottles on eBay if you’re patient and willing to be unreasonable. I have been both. The last one I bought cost me two hundred dollars.

Sometime in the late 2000s they brought it back as part of a heritage collection. Ten dollars a bottle, sitting on a shelf like it was nothing.

I bought a couple.

I’ve thought about that a lot since. Twenty of them would have covered the rest of her life for two hundred dollars, which is exactly what I later handed a stranger on the internet for one used bottle.

I’ve also just asked.

I’ve stood at the counter in a Bath & Body Works and asked employees how a person goes about ordering custom bottles of a discontinued scent. One woman was genuinely game — said she’d reach out to corporate and see whether they’d sell me some at a reasonable price.

I never heard anything back. I don’t blame them. I imagine that request goes into a system that has no field for it.

I’ll keep checking eBay.

Here’s what I can’t explain properly to anyone who asks why.

It doesn’t smell like a fragrance to me. It smells like being twenty. It smells like a summer where nothing had gone wrong yet and I had just met the most interesting person I’d ever met. It smells like freedom, and like getting away with something, and like my best friend.

Twenty-eight years together and one bottle of it will still put me somewhere no photograph gets me to. I don’t know why smell does that and almost nothing else does.

So if anybody at that company is ever bored and looking for a project.

There’s a man in Oklahoma who would very much like to buy ten bottles of Flowering Herbs at whatever reasonable price you want to name, and he’s been at this a long time, and he isn’t going to stop.

His Hard Hat

~ David Willis ~ Leave a comment

My grandfather went to work for Mobil Oil in 1946, right out of the war, and stayed until he retired around 1988. Forty-some years, southwest Oklahoma, running routes as a pumper.

He was a slender man. Five-eight, five-nine, not big. And he had some of the strongest hands of anyone I’ve ever known — grip strength that never left him, even as an old man, forty years of field work still sitting in them.

His left ring finger was gone. Taken off by machinery out on a lease somewhere. You noticed it right away as a kid, because it was simply not there.

I asked about it once and got the story, and I don’t remember who told me.

I don’t have a single full conversation with him.

He was quiet. Quiet voice, reserved, not a man who filled a room or wanted to. Every so often he’d roughhouse with me a little and that was about the extent of it. Questions and answers. Nothing you’d call a talk.

Then Alzheimer’s took most of the years when I might have been old enough to ask him something worth asking.

He was at a family retreat a few weeks before he died in 2005. He was there and he did not look good and everyone could see where it was going. I wasn’t in the room at the end.

Two years after that I started working in oil and gas.

I’ve been in it ever since, going on twenty years now, doing data. Not out on a lease — in front of screens, in offices, arguing about how information moves.

But I’ve been out in the field a couple of times. Toured rigs, watched the guys work, stood where the actual thing happens.

Both times I thought about him.

He pumped wells. I make sure the data coming off them mean something. Two completely different jobs inside the same industry, seventy years apart, and the same industry has now paid for two households of my family.

The thing that provided for his family provides for mine.

I have his hard hat.

I have one of his measuring tools, and some tie pins and things the company gave him over four decades of showing up.

My mother tells me she’s proud of me, and she tells me her daddy would have been too — the career, the places I’ve gotten to work, the kind of work I’ve gotten to do. She’s the one who’d know.

I’d like to have heard it from him. But he was never going to be the man who said it out loud, and I’m not sure it would have sounded like much if he had.

If I got ten minutes with him in his right mind, I know what I’d use it on.

I’d tell him thank you. That I know none of it was easy, and that he paved a road I’m still driving on. That I ended up in his industry without either of us planning it, and that I’m proud to be his grandson.

Then I’d probably shake his hand, and I know exactly what that would have felt like, because that grip is the clearest thing I have of him.

Nine fingers and all of it still there.

Carrying Grandma

~ David Willis ~ Leave a comment

My wife’s grandmother died in September of 2004, in her bed, at the end of a long stretch of not being able to eat.

There was a tumor that had closed off her ability to swallow. So she starved, slowly, over days, in her early 80s. Her husband had gone a few years before her and I’ve always believed she was ready to go find him.

When it happened her children were in the room — my mother-in-law, her sisters and brothers. My wife and I weren’t. We’d said our goodbye earlier and gotten to tell her we loved her, which is a thing I’m still grateful we did while she could hear it.

I was twenty-six. We’d been married five years.

Then the men came with the stretcher and couldn’t get it into the bedroom.

I don’t remember the exact geometry of it — a door, a hallway, the way the bed sat. What I remember is standing there while everybody looked at everybody else, and it becoming clear that somebody was going to have to carry her out to where the stretcher could reach.

My mother-in-law asked me.

There’s not much I wouldn’t do for that my mother-in-law. I love her. But I want to be honest about the request, because it was a hard thing to ask, and she asked it anyway, of a twenty-six-year-old who’d been in the family five years. I was ok with it. My wife had a much harder time.

One of my wife’s cousins came in to help. He got a foot, more or less. That isn’t a complaint — I understand it completely and I don’t think he could have done more than he did.

So I picked her up off the bed.

She was not light.

I think people expect that part to go the other way. She’d lost a great deal and she weighed far less than she once had, but she had never been a small woman and she was not a feather in my arms. It took something.

I wasn’t worried about dropping her. I just picked her up and carried her out of the bedroom and into the living room and laid her down on the stretcher. Thirty feet, maybe. Ten seconds of work.

My wife was standing in the living room. She watched the whole thing.

So I set Grandma down, and then I went and put my arms around my wife and told her it was okay.

For her it was awful. I’ve always known that. Her grandmother, her family’s house, and her husband walking through it carrying the body.

For me it was one of the great honors of my life, and I’ve never once been able to explain that to anybody without it sounding strange.

I got to be useful in the one moment where being big and twenty-six was worth something. I’ve spent most of my life being read as more intimidating than I actually am, and here was a room full of people who needed exactly what I’m built like — and I got to lift her carefully, and set her down gently, and step back out of the way.

One of the cousins asked me about it not long ago. Did I remember it.

You don’t forget carrying somebody out. But the part that comes back first isn’t the bedroom or the weight of her. It’s standing in that living room afterward with my arms around my wife.