Category Archives: Personal thoughts and ideas

The Mysteries of Marketing

What’s been occupying me lately is the puzzle about how to market my book, A Journey of Days. It looks as if word-of-mouth is the most effective method, but the trick is how to get people to talk about the book. I thought, rather naively, that the local media, such as the Ottawa Citizen, would be happy to review the book. You know, new local author and all. The book editor told me that he would absolutely NOT review it. “The Camino has been done to death. Besides, Sibley wrote all about it in the Citizen.” So it’s been a long struggle to get it in front of the reading, viewing or listening public. Leanne Cusack helped with an early TV interview for CTV, as did Derick Fage and TL Rader of Rogers TV Daytime show. Still waiting for Oprah, though.

One of the really strange dichotomies that I find about the book marketing world is that, while I have a huge emotional commitment to the content of the book that I wrote, to the book marketing world, it’s just another box of cornflakes. What I mean is that a book to book WRITERS and READERS is a strange and wonderful method to communicate feelings, sometimes intimate and thoughts, sometimes profound, over time and distance. To the large book marketer it’s just a commodity: saleable when fresh, discounted when stale and returned to the publisher when no longer useful. Perhaps that’s a little unfair, because most people at the book retail end, certainly the independents, are deeply devoted to their books and their authors.  Many of them have been extremely supportive of my efforts. The box stores? I’m not so sure. They are much more driven by the bottom line.

It’s a very good book, judging by the reader reviews that it’s been getting on Chapters.ca and on Amazon.com, as well as the many personal emails and letters. What I find fascinating is how people respond to what I wrote through their own filters. People see in it feelings, views and ideas that resonate with their own. I have excerpted these reviews in the Review section of my website.

One of the very satisfying personal things that I have been doing is reading for a half-hour each Thursday at noon to day hospice patients at the Hospice at May Court. I love seeing and hearing their reactions as I read my story to them. I look forward to this half-hour all week.

I am off in a couple of days from Ottawa to Toronto to deliver a presentation at the Mountain Equipment Co-op store at 400 King ST E in Toronto. One of their staff members heard me deliver a presentation to the Toronto Chapter of the Canadian Company of Pilgrims on March 7th. He liked it so much he asked if I would come to the store and speak about the Camino to the staff. He said that there is a lot of customer interest in the camino but not much staff knowledge. The presentation is intended to help fix that problem. I am looking forward to it because I love watching the audience reaction and responding to the questions … and always some members of the audience want to buy a book!

I have been playing with ideas about posters. I have made up several 20” by 30 “ posters for in-store events, such as book signings, but my impression is that people who walk by are so used to brightly coloured advertising that they don’t even see it. So I have made up a a couple of new ones. The first is white lettering on a stark black background and reads: “WARNING. The surgeon-general advises that reading A Journey of Days may be addictive. Even brief exposure to A Journey of Days may cause you to spend much more time in the now and lead to powerful urges to follow your dreams.”

The second is also white lettering on a very dark background. It shows the cover of The Power of Now and the cover of A Journey of Days below it. The text reads: “If you liked The Power of Now you will love A Journey of Days.” This is based on several comments linking the two books and one specific review. I hope the linkage attracts attention since the Power of Now has done extremely well! I will try these out next week at MEC in Toronto and look for feedback on them. I am confident that, at some point, we will hit the tipping point and the book will take off. I only hope that it’s soon (or at leats sooner rather than later. I dislike the concept of posthumous success!

Of dogs and people

Have you ever speculated about the symbiotic relationship between dogs and their “owners”? I put owners in quotes because I am very suspicious about the actual relationship and I see the term “owners” as a product of rampant species-ism. This is because we humans can write and dogs can’t … or won’t.

I know on the surface of appearances that it is clear that humans own dogs. We put a collar around their necks, attach a leash to it and then require the dog to go with us whenever we want to go out. But let us examine this relationship a little more closely.

Have you noticed, for example, that outside of the home the dog gets to urinate and defecate pretty well anywhere, then the other party to this relationship cleans up the mess, depositing dog poop into a little bag and carting it away for sanitary disposal? Is this the attribute of an owner or of a devoted servant, and a rather low-level one, at that?

Other examples: Dogs get groomed endlessly by the humans they live with. In every other species, grooming is done by the subservient animal to the dominant one. Why do we think that we are different? Dogs get fed by humans. The human creates the meal, then puts it in front of the dog for its enjoyment. In human to human relationships, the one serving the meal is the subservient member of the group, the one being fed is the dominant one.

So why do we think that we “own” dogs? Isn’t it more accurate to say that they own us?

What’s Reality?

Each of us … well, me … has a belief that the reality that we experience is real. I “know”, because I experience it in all its colours and flavours, smells, sounds and textures, that my reality in my universe is absolutely real. Proving this, however, gets a little tricky. If other people’s reality differs from ours, theirs must therefore be unreal. I have heard reality defined as “shared illusion”. Interesting concept, that.

If one reads Donald Hoffmann’s “Visual Intelligence ” (Hoffman, Donald, Visual Intelligence, W.W. Norton & Company, New York, NY, 1998) one discovers that our brain creates what we see as we see it. He makes a really convincing case, too. In a nutshell, and if I get this right, everything we “see” is a two-dimensional layer at the surface of the eye, that is then transmitted to the brain via the retina and there and only then interpreted. We are so good and fast at this that we do not perceive the effect, but it’s there. People who are blind from birth do not ever develop this interpretive skill, but the rest of us do. People who regain vision later in life have to learn to see, just as we all do. He gives examples of when this does not work as planned; people who can not see colour in the left half of the range, but can in the right half . This permanent loss was caused by a concussion. How about someone who cannot “see” motion? Seems counter-intuitive, but a woman who had a stroke discovered to her horror, that she could not do simple task such as pouring a cup of coffee because the fluid appeared to be frozen. Cars on the road suddenly became closer without any visual movement, although the sound of motion was normal, as was the feel of something moving on her skin. So she could see things, but she could not see their motion. Doesn’t sound possible, does it? What happens when people don’t see what is right in front of them?

A few days ago my wife Carroll was driving to an appointment. Part of the route crosses a single line railway crossing that we both thought was not in active use. As she approached the track she looked both ways then proceeded to cross it. She just about jumped out of her skin when the engine, a short distance away, blew its whistle. It was moving slowly but steadily towards the level crossing. How could she have missed it? She did not believe that the railway was in active use, so when she looked, although her eye clearly picked up the very large engine, her brain did not process the information. She told me later that, when she thought back to the moment just before the whistle, she had actually “seen” the train in her peripheral vision, but not when she looked directly at it. Her reality did not include the possibility of a train on that track, so the brain ignored the signals from the retina. I am very glad that the engine was moving slowly and sufficiently far away. I almost killed a motorcyclist one day because I did not see him, although he was in plain view. I looked both ways, then pulled out almost directly in front of him. Apparently I was looking for anything the size of a car. Smaller just didn’t get “seen”. Happily he was more road aware than I and was able to avoid me, although he was not happy with my actions.

There are other common examples of this phenomenon. Writers routinely have someone else proofread their material, because they know that after having created the original manuscript and having checked it over several times, they can no longer “see” what they have written on the page. The brain sees what it expects to see, not what is actually there. The discipline of software quality assurance uses this feature of met expectations to help find software errors. Originally, software quality assurance was accomplished by checking the code to see IF there were any errors. This method often failed to find rather obvious errors which showed up later in the process, which meant that they were more expensive and time-consuming to fix. So the mindset – the reality, if you will – was deliberately changed. Now software quality assurance is done by looking at the software with a critical eye. The assumption is that there ARE errors; it is the task of the QA person to find them. This change takes advantage of the human propensity to see what we believe is there. If you believe there are errors, you are much more likely to find them. I used this approach in a contract for the feds some years ago, and it was very successful in finding errors.

It gets even more complicated. How about what we feel? People who have lost parts of their body often complain about “phantom pain”. Chapter 7 of Visual Intelligence makes sense of this phenomenon. Just as we create what we see on the fly, so do we create what we feel. So what we “see” and what we “feel”, everything that we know through our senses is a construct of our brain. All of this makes the concept of “reality” a little suspect. People who have what we refer to as schizophrenia have different realities than the rest of us around them. I have just realized that I hereby categorize myself as “normal”. They hear voices that we don’t, they tell us stories about their reality that we scoff at or listen to while withholding judgment, but to them, their reality is just as real and as compelling as ours is to us. And, like the rest of us, they act within the parameters of their reality, sometimes doing enormous harm to themselves and others. They can be a danger because others don’t share, and don’t understand, their reality. Reread “Horton Hears a Who” with this in the back of your mind. It will give you a new appreciation for those whose reality is different from ours.

Another challenging book, Douglas Hofstadter’s “I am a Strange Loop” ,(Hofstadter, Douglas, I am a Strange Loop, Basic Books, New York, NY, 2007) postulates that what we think of as our selves, our mind, is not actually anything at all. He argues that it is an accretion of concepts that start at birth and accumulate throughout our life. He positions us midway on the vast scale of size, from cosmic to quantum physics: “Poised midway between the unvisualizable cosmic vastness of curved spacetime and the dubious, shadowy flickerings of charged quanta, we human beings, more like rainbows and mirages rather than like raindrops or boulders, are unpredictable self-writing poems – vague, metaphorical, ambiguous, and sometimes exceedingly beautiful”.

What if I were to propose that everything that I perceive, everything that I know, the entire universe as I understand it, is a creation of my brain, that there is actually nothing out there at all. I have made this all up, including you, my reader? Can you prove me wrong? If you argue that this is not possible because you are reading what I have written and therefore my solo reality is untrue, my counter argument is that this is your solo reality in which I have written something that you are reading and that I only exist in your solo reality. Is this scary to you?

What about the easily refuted argument that everyone knows some specific and obvious concept? The world used to be flat. Everyone knew that . Just look around us. It’s flat, flat, flat. OK, a little hilly and wet in places, but definitely not round. Now we all … or almost all … know that the world is a round ball. (Except for those of us who know that it is round, but flat, like a coin.) But how many of us have been in space to see the earth as a round ball? Only a handful of astronauts, so the rest of us are taking it on faith. Similarly, everyone in France knew that Dreyfuss was guilty of treason, until everyone knew that he was not .

Creationism versus evolution – two strongly held beliefs, of which only one (at best) can be right. Which of these is reality … if either is? I happen to fall on the evolutionary side of this fence, but that is my belief. It doesn’t make it true, just because I believe it. It’s just that the case and evidence for evolution seems to me to make a lot more sense than the case, as I understand it, for creationism. And let’s not even get into intelligent design.

How about a big one – believer versus atheist? To me, one can no more prove the existence of God than one can prove his (her, it’s?) non-existence. In both options, faith is a major factor. But both sides act as if their belief is true, sometimes with wonderful and compassionate results, sometimes with murderous outcomes.

But the real issue is, so what? Whether reality and the universe is a creation only of our own minds, or it is an external reality that we perceive through our admittedly deceptive senses, does it matter? If we are nothing more than accumulations of sub-atomic mindless particles, does it matter? If we are bits of star dust, does it matter? It surely does. If it is our individual creation, then we have a right to have it work exactly the way we want. We need not care for or about others, since they are only our creations. We can live a truly hedonistic life, taking, not giving, enjoying all the material pleasures that the world (that we created) offers. Is this the origin of the American dream? Or we can seek absolute power – I think of Genghis Khan, Napoleon, Hitler, Stalin, Mao Tse-Tung, Pol Pot, Robert Mugabe, who each treated people with contempt in their search for absolute power. We can seek enormous wealth, and many do. We can seek fame, many do and some achieve their 15 minutes of fame, for what it’s worth.

The problem with each of these options is that it seems to me that the practitioners are missing something. If they were not missing something, why would they apparently never achieve what it is they are after – total hedonism, total power, total wealth, vast fame? Since they never stop seeking, it follows that they are never satisfied. To me, that says that these are inadequate goals. So even if it is an artificially created world in which we exist, the way to meet our individual needs is not to try for total anything. It seems to me that a life of giving, of helping others, of making a positive difference in the world, of seeking to better understand the “reality” in which we exist, is ultimately much more satisfying. And isn’t satisfaction what we are all after?

The weaker sex

I have bad news, guys. Ladies, you already know this. Women are NOT the weaker sex. I have for the past week watched my wife look after a two-year-old. She is patient, organized, persistent, calm, knowledgeable, happy and, if it were me, exhausted. Two hours with him and I have to go have a nap. I had no idea when she looked after our kids, who were then 3, 2 and 2 months, how much effort and organization is required. I have even more respect for her now than I had then, and that is a LOT of respect. I honestly have no idea how she could have managed. And she was enormously supportive of me and my career aspirations. I was in the military and was offered an opportunity to go off for helicopter pilot training. The downside was that it would be in the southern USA (We were living in Petawawa, 2 hours north-west of Ottawa) … and I would be away for about a year. She was quite prepared for me to do that. She would be alone for a year with these babies. And there was no family around. I left at the beginning of June and she bravely bid me good-bye. A few weeks later, the military in its wisdom decided that she could join me, so she packed up our house, put the three kids in a VW Beetle, then set off for the 2500 kilometer car trip to central Texas … alone. So we men may have bigger bodies and bigger muscles, but we are the weaker sex. I don’t know of a man of my acquaintance who could have done that. Certainly not me! Not then, not now. Ladies, I salute you all.

21-22 April 2009

The last two days have been very exciting for me. On the 21st of April, we celebrated our oldest son’s 50th birthday. We sent him a card showing a piñata on a psychiatrist’s couch. Inside it reads “I feel your pain.” And I wrote in it, “If you think it’s painful turning 50, imagine our pain at having a child turning 50!” Also on the 21st of April, two years ago, I started from Pamplona on my journey across Spain. So two good reasons for celebrating. Then at about 2 AM the following morning, our youngest son called with the news that Cian, our only grandchild, now has a sister Isabella Marian, born at 1:05 AM on the 22nd of April to share the onerous duties of being a grandchild. That gives us exactly two grandchildren, one of each type – a perfect matching set. We left Ottawa yesterday morning, drove to visit our newest grandchild in hospital, then came to Cian’s home near Toronto where we are looking after him. It’s wonderful!

Walking with my backpack

This morning I went for a longish walk in the sun, cool, windy, about 90 minutes, and I did it with my backpack on. I have not walked with my backpack for almost two years, since I shrugged it off in Santiago on 24 May 2007. This time I am training for a walk up Mount Mansfield in Stowe, Vermont. Stowe is about a four hour drive from Ottawa. The elevation at the summit is 4395 feet (1340 metres). I have been asked to join a group of Ottawa men who have been hiking together for over 20 years, so it’s quite an honour to be asked. We will be doing this in early June, about six weeks from now. It felt really good having the backpack on. That might sound a little strange, but it really did feel like an old friend. (This is the one I got in Pamplona). What I don’t know yet and will have to find out is the group’s protocol for hiking.

Anniversary

Today is the 15th of April, and it is a very special anniversary for me. It was exactly two years ago today that I sat in the Ottawa airport, embarking on what I thought would be a brief adventure, walking across northern Spain on the Camino de Santiago. It was also the day that I last saw my excellent Osprey backpack, full with all the clothing and equipment that I had so carefully gathered over the previous year and which I expected to use on the Camino. As you likely already know, the airline, with remarkable care and concern, took my pack, wrapped it in clear plastic, tagged it, then shipped it off somewhere other than my destination. They are still storing it somewhere, who knows where, for me, two years later. What I had expected to be a personal adventure has turned into a two-year … so far … odyssey of journal keeping, book writing, editing, publishing and marketing, something that I could have had no inkling of, two years ago today. I hadn’t even planned to keep a journal, since I wanted to have a “pure” experience. Now, of course, I am extremely glad that I did, because the journal morphed into a book, A Journey of Days: Relearning Life’s Lessons on the Camino de Santiago. And the book is getting high praise as an inspiration for others. What an amazing experience it has been so far.

To celebrate this anniversary, what I have been doing this afternoon is sitting on a chair in the sunshine in the driveway sifting through the contents of the central vacuum canister, trying in vain to find a gold earring that Carroll thought had been sucked up by the vacuum. After sifting through a large quantity of grey stuff twice, I can confidently tell you that it is not there. By the time I was done I was covered in fine, fine dust and had to strip off, throw everything that I was wearing in the washing machine and go and have a shower. (I WAS wearing a mask to protect my lungs.) Even my sunglasses had to be washed!

Something quite wonderful has happened to me!

I have been named as a featured speaker at World Workplace ’09, IFMA’s annual conference, to be held this year in the Orange County Convention Center, Orlando Florida from 7 through 9 October 2009. IFMA is the International Facility Management Association, 19,500 strong, headquartered in Houston, Texas. They expect from 5,000 to 9,000 attendees at this annual conference.

I will be speaking about my experiences on the Camino de Santiago, the same topic as my book A Journey of Days: Relearning Life’s Lessons on the Camino de Santiago. Here is what the conference brochure has to say about this presentation:

“Many of us seek meaning in our lives beyond our daily professional and personal routines. Hear the story of one FM who set out on a quest of self-discovery. For five weeks in the spring of 2007, Guy Thatcher trekked the Camino de Santiago, an ancient pilgrimage route in northern Spain. On his journey, he discovered beauty, fatigue, despair and joy, and forged friendships with the welcoming people he met along the way. Following this extraordinary experience, he returned home with a renewed faith in the remarkable goodness of people. Based on his book, A Journey of Days, Relearning Life’s Lessons on the Camino de Santiago, this session may be the incentive you need to follow your dream. Guy’s book will be available at the IFMA Bookstore during the conference and there will be a book signing immediately after his presentation.”

This is an opportunity for me to reach a very large audience with my views on discovering the restorative benefits of stepping outside of your daily routine and gaining motivation and inspiration to pursue a dream, goal or ambition. As you might imagine, I am very excited about this prospect.

Thank you for your emails, letters and reviews

It has been immensely gratifying and humbling over the past year to read the letters, emails and reviews on Chapters and Amazon about my book A Journey of Days: Relearning Life’s Lessons on the Camino de Santiago. I wrote it mostly to tell people about my experiences on the Camino and to talk about the things that I thought about while I was there. As you know, it started as a set of daily emails that I sent home to my wife Carroll about what I was experiencing. Evidently I have been able to touch something in many people that makes them think about what is important in their life. When, after I came home, I wrote the “Life’s Lessons Relearned” section near the end of the book, I was careful not to tell others what they “should” do, but only what I learned of value to myself. It was not and is not my intent to preach to others.

A review which captures this idea well is one at Amazon.com from Mary Gauer, a dear friend from Albuquerque, New Mexico. She wrote in part:

“… What’s amazing is while Guy didn’t set out with the intention of having any major life epiphanies, his book allows us to have our own. Setting a goal, making a commitment, planning, implementing, overcoming obstacles with warmth and humor, letting go of ideas and plans that don’t work and finally achieving success – it’s what we forget we’re all capable of doing. To be reminded that generosity of spirit is as important as other forms of giving, gives a reader pause during these difficult times ….”

I do point out in the book that if you have a dream, don’t wait too long to make it a reality. Many people tell me that they have been inspired to act on their dream. Some are walking the Camino, others are making their unique dream come true. Every time someone tells me that they have been motivated to act because of what I have written, I am very happy and also very humble because I am starting to understand the power of the written word.

And I do reiterate that now, this moment, is the only time there is, so I don’t want to waste it pining for or feeling guilty about the past, or dreaming about something in the future. For me, it’s not that either of these views, backwards or forwards, is inherently bad, it’s just that they can paralyze me into inaction in the present.

So, what’s my point? I am thanking each of you who has written to me about the book for your inspiration to me. I am lifted a little by every review, every communication about what I have written. As I say in A Journey of Days, there is no such thing as too much reassurance. Thank you.