Beantown Bridge

As you may or may not know, I’ve moved to Boston. If you were/are trying to hunt me down to exact some horrific revenge, and weren’t aware of that already, well, I don’t suspect it’s in my best interest to increase your hatred for me with my telling you that you kinda stink at stalking. Regardless, now you know about my new locale, and knowing is half the battle–even if your battle is the demons of your ineptitude as it pertains to finding me to extinguish from this plane.

Just over a week in, I can tell you that moving to Boston from NYC has been beyond really swell. If you’ve ever been in and around Boston, I imagine you are already privy to the majority of reasons one might find it a refreshing change of pace from the sparkly rat-trap a few hours southwest via I-95. It’d also be easy for one to surmise that said refreshing change of pace might soften the armor of a guy whose life is built around semi-irrational hallucinatory fears.

Ha. Have you been on the antiquated land connecting structure that is referred to around here as a bridge by the name of Tobin? Bridges–I hate ’em. Since I’m nearly 40 years old, and still alive, I guess I can’t say bridges hate me too. How deeply do I despise these elevated sheeple motor movers in the sky? Almost enough to plan most of my daily living around them.

“That bridge isn’t going anywhere, Rosch!” You say?

Who said anything about falling bridges? I’ve always been infinitely more concerned about taming the odd desire to swerve the car wickedly fast into the barrier to see if it’s possible to go over it. Am I alone on this similar to feeling-like-you-might-not-be-able-to-control-yourself-from-jumping-from-tall-buildings sensation? Perhaps. And yes, I’m aware that most bridges provide adequate barriers to prevent cars from just toppling over the sides. That said, I’ve seen a story or two about the odd car that made it over the side of a bridge unexpectedly. Oh, it happens–it happens–it just takes commitment to the cause. A commitment that, thankfully, I’ve not had the desire to keep.

*It’s worth noting that my fear of bridges might stem from–surprise, surprise-my mother, who always insisted we roll the windows down when we crossed one just in case we tumbled over. The thinking being, we’d stand a better chance of escaping the murky depths without having to navigate the pressure pushing against a sealed door. She’s a smart one that mother of mine–crazy as all get out–but one step ahead just the same.

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The Nicest Skin Poacher Ever

Just a few months ago, I finally got around to having a long-overdue full-body skin cancer screening. I apologize for whatever mental images of me that might provide you. Like the tree I fell from, I am a man of many freckles and moles. And somewhere, buried in the complex history of the extended family, I believe there has been melanoma–and so, I’m never really super keen on getting checked out, for fear of what they might find. This time around, after an exam that included lab results concerning two, I was given a clean bill of health yet again.

“Yes! Another year, free of worry.” I thought.

At least ‘free of worry’ regarding my moles, until of course, a few days before the next exam that I had planned on having with the very doctor I’d just seen around the same time next year. I liked her bedside manner–it was an appropriate mix of motherly caring, put-off and disgusted girlfriend, genuinely interested scientist, and awkward first-time stand-up comedian.

“Good for me,” I thought. “Hard to find a Dermi you can trust.”

Even our recent decision to move didn’t phase me. I surmised that Boston would be close enough to head back specifically to see her. The whole experience had been just that good. Plus, she’d made me promise to come back in a year to see her again, and I had. And this Dermi, in my opinion, was a real keeper. Or so I thought.

Last week, I received a letter from the clinic that she was a part of. The note was brief, and I am paraphrasing here, but it read, “Dr. X, has decided to leave us. She will be opening a practice elsewhere, etc. But, we’d still appreciate your business.” I was simultaneously crushed that she’d decided to go and elated that she too, like me, had decided to call it quits for a bit on NYC.

“Maybe she’s even going to Boston,” I thought. “Wouldn’t that be something?”

A few days later though, while going through paperwork to dispose of before our move, I reread the letter from the clinic. What it said hadn’t changed, not one bit. But, upon this second examination of the words they’d use to explain her absence, I began to formulate a new theory of what had occurred–why they dismissed her, what she had been up to, and how the letter itself was just their way of sweeping the whole ugly affair under the proverbial rug.

Instantaneously, I came to believe the following: She had never had a license, hadn’t even gone to school, had tricked the other doctors who owned that clinic into hiring her with the same bedside manner shenanigans I mentioned before, she loved other people’s moles, maybe their skin, she collected moles and skin bits, moles were like her trophies, she wasn’t a serial killer yet, but you could be sure they’d found tons of small pieces of her former patient’s bodies in the refrigerator of her small studio apartment on the Lower East Side, and in due time, just shaving pieces of moles off for keep sakes hadn’t been enough, a loud scream had occurred from a room at the clinic, and the other staffers ran in, only to find her having attempted to shave a patient’s head or other limb clean off.

Given the other resident Doctors’ oversight, it makes sense that they’d make the claim that “she’d decided to move on.” Obviously right? They aren’t going to pen a letter detailing what you and I now know really happened. Fortunately, I know how to read between the lines, and read between them I do.

Perhaps less fortunately though, I now worry that the entirety of my two visits with her, in which she most definitely took those two little pieces of me with her for her frozen collection at home, was all for not–at least as it pertains to my clean-bill of health, I mean, she’ll have them to pet and love on still.

And so, I’ll have to be a bit more careful in selecting the next Dermi, because ZocDoc.com, really doesn’t detail this sort of thing.

The Gross In The Machine

Last weekend, on the way to my wife’s folks’ house in northern New Jersey, we decided to roll the dice on a certain segment of humanity.

Side salad: That would be the same wife someone has been trying to dig up dirt on via search engines, at least according to my blog’s Top Searches feature–an entertaining little deliverer of information most of the time, that on occasion only serves to further grow my paranoia exponentially with its revelations. “Peter Rosch DUI,” “Peter Rosch’s Wife,” “Peter Rosch Kill Kill Kill,” “Peter Rosch Sucks,” and so forth. Is it the private detective that’s been reaching out to me regarding a former business venture? Maybe. Am I the one who entered “Peter Rosch Sucks” into the google search box? Probably. (Many thanks to my old pal Warren for introducing me to the term ‘Side Salad.’ It’s a nice way to deviate from the main story, and I’d not want him to stumble upon this blog one day, see that I’d adopted it, tried to pass it off as my own–even as I’m sure some people don’t care for it–and then also start entering bizzarre combinations of search terms as he plots his version of my demise).

So, as I was saying, me and the Mrs. took a detour on the way out to the in-laws. We decided to pop-off to a small town along the way to test-drive of a new vehicle at a dealership. I won’t name the vehicle, mostly because I don’t want any of my readers judging me by that particular book cover, and also because I don’t want the dealers of that particular brand to stumble on this blog, realize what vehicle we want, and use that information to get the upper-hand in any potential future negotiations. (It’s safe to say, it’s a real level 9 day up in the skull today). All I’ll say is, it’s a car we’ve deemed to be worth considering the notion of actually buying a new car–something I don’t think either of us ever considered doing prior to having to deal with potentially wicked snow-storms up in our future northern stomping grounds.

We didn’t buy the car, we might not ever buy that car or any car, unless…

It only occurred to my several hours after what I had repeatedly deemed as a very successful interaction with not just one, but three different salespeople at the dealership, that maybe, just maybe, having let one of them take our current vehicle for a spin without us–in order to assess the trade-in value–might have given him ample opportunity to capital F with the car. A long shot to be certain, if for no other reason that even if he had put the voo-doo on the vehicle, he’d have almost no reason to believe that we’d come back to exchange our old ride with his dealership specifically. But, I then began to speculate that the rigging of potential buyers’ old automobiles in order to induce a new sale might be a globally fraternal sort of understanding amongst the hockers of shiny new whips. And so, anything he might have done to encourage us to part with our reliable Brooklyn beater, would ultimately serve the greater good of the brotherhood of auto-pushing-sleazesters.

And that realization–made only days after hearing a story about two creatives who loathed a co-worker so intensely, that every Friday they’d urinate on his desk chair, giving it enough time to dry before Monday, but still ultimately stink–had me putting that prank and others into circulation in my head. Did they tweak a bolt or a screw? Did they leave human feces under the driver-side seat? Did they attach a tracking device underneath the fender in order to come and steal it later? (I believe that a timely check on my vehicle to prevent a ticket in Jersey City made just yesterday, might have thwarted that very plan, as I met a suspicious stranger peering into my vehicle who upon meeting me eye-to-eye awkwardly dismissed his activities). Have they planted a small speaker and camera in the car in order to occasionally attempt to frighten me with ghostly Henry Kane coos of “Whooooooooooo, whooooooooooo. You’re gonna die in there, all of you, you are going to die?

Maybe. Probably not. But maybe. Let’s call it a Premium Plus package of Paranoia. Heck, If I was selling something that lost a great deal of its value the minute my customer had it off the lot, in order to put food on the table–I might try at least two of those four options before throwing in the towel. Definitely the last one, as that footage of scared drivers reacting to my Henry Kane impression, while careening into oncoming traffic, might just supplement my legitimate income while making me micro-famous on YouTube.

Keeping the Demon Caged

Having a book out in the world has been a real treat–mostly. I don’t have actual numbers put together, but I think it’s safe to say that for every three people who have taken the time to read it, one point five have liked it. I never expected everyone to like it, even so, it can be difficult to absorb critical reviews of something so very personal to me. Taking in things like, “the best writing in this book was the word end,” is especially trying when the review has been written by a reader who either scored the book for free because of my own promotions or due to a review service traditional publishers use known as NetGalley that I ponied up some dough for in order to expose the book to a broader base of readers. I suppose that’s what I paid for, honest reviews from complete strangers.

I put a great deal of time into researching the pros and cons of that move, and there was one warning that in hindsight seems particularly spot-on, something along the lines of this: when you offer up your book for free, a lot of people who never would have wanted to read it in the first place, will buy it, without making sure that it is something up their proverbial alley, and as such, will proceed to pan it relentlessly even if they didn’t bother to make it past page six. That has happened a number of times, and to some extent, my title My Dead Friend Sarah has also put the content of the book into the wrong hands–people looking for paranormal YA fiction about ghosts and dead folk to be exact.

Such is the case with my most recent panning–the reviewer even begins her umpteen-hundred words long review by making the admission that she downloaded it for free because she thought, “it was going to be a ghost story or at least have some paranormal/scary elements to it.” She isn’t the first to decide to read it for that reason, and I suspect she won’t be the last. I’m not going to belabor all of the things she found wrong with the book after being “compelled to finish it despite its shortcomings.” She was nice enough to give it two stars instead of one, just because of that compulsion by the way. It was her right to review it–her right to express every little dissatisfaction with it and post her beliefs on multiple sights, doing her civic duty of making sure the rest of the actual paying public isn’t duped into reading my book that isn’t about ghosts, or according to her all-bold Amazon review headline, “…isn’t about a dead girl named Sarah.

My shiny happy sober brain has me knowing that reviewing her blog, So-and-So’s Dark Fiction, here, and discussing its merits as determined by me, a highly decorated marketing/design/communications professional, would be a colossal defeat to higher-road types everywhere–and not becoming of an aspiring author either. But, The Demon, as I’ve come to calling that part of myself that still lurks within me even in sobriety, wants out of his cage. He has a wicked tongue, and he’d love nothing more than the opportunity to put into words a verbal assault to strike down upon thee with great vengeance and furious anger those who attempt to poison and destroy the naive brother he shares a body with. (I guess he, The Demon, also likes butchering quotes from Pulp Fiction, thus really revealing his age to the kiddies out there).

Nope, gotta keep that slick son-of-a-bitch caged for at least another day. Thus, I’m off to try and run him into submission with a four of five miler–but only after his morning smoke. After all, her own demon is an unknown, and if I were to let mine pick a fight with hers publicly, there’s always the very real chance hers would come find me and snuff us both out. The Demon would love that.

Selling Out on Honesty

I was recently asked (via my publicist) by the editor at SellingPower.com to do a six to eight hundred word blog post that focused on salespeople. Or something of that ilk. After penning the submission below, they passed. Since the bulk of the post is about honesty in selling, and they didn’t care for it, I’ll have to roll with the assumption that it’s a concept too dreadfully boring to engage anyone–and that ultimately they were hoping I’d write some op-ed piece about how abusing alcohol had made me an incredible force to be reckoned with in the world of marketing. Or maybe, just maybe, when it comes to writing something of a semi-serious nature–something that doesn’t revolve around the umpteen ways I might die today–I’m just not a very good writer. Or, and what I’ve chosen to believe, is that they aren’t fans of honesty–maybe there is no place for it in the world of movers and shakers. I doubt that’s why they passed, but believing it to be the reason certainly helped put myself at ease with the rejection. Either way, seems a pity for the message to go nowhere. And so, I present to you my dear readers the blog post SellingPower.com decided wasn’t right for them. Enjoy.

An Honest Pitch by Peter Rosch

Full disclosure: I am writing this blog post in the hopes of selling a few more copies of my debut novel, My Dead Friend Sarah.

Honesty is my policy, and I’m of the opinion that at the end of the day, honesty is paramount to successful selling. Honesty doesn’t mean unsexy, unfunny, un-almost-anything for that matter. It simply is the basis for how I attempt to begin all my communication crafting about the goods, services, and other can’t-live-withouts companies pay me to hock. I am selling for a living, but as a consumer I try to remain suspicious of my motives.

What have I sold? Countless pairs of jeans, numerous brands of beer, electronic gadgets, deodorant, soaps, treats, eats, services and even personalities. Sixteen years as an awarding winning creative cog in the global marketing machine–as a writer, art director, strategist, creative director, and brand visionary–have me feeling just qualified enough to share my beliefs regarding convincing people to part with their hard-earned dollars. My most recent creation? Unilever’s AXE Susan Glenn campaign out of Bartle Bogle Hegarty New York.

I consider myself a living breathing contradiction. A man hell-bent on influencing the masses towards purchases they hadn’t considered, who himself rarely puts his own money on the table for many of those very same items and services. As a marketer I’m ferocious; as a consumer I’m beyond cautious.

“Question everything. Trust no one.” These words are permanently inked just below my left shoulder, and while the tattoo’s origin isn’t specific to transactions involving my money, right or wrong, it does serve as a guiding principal in my purchasing patterns. Agendas are everywhere, and now, more than ever, the infinite number of marketers, big and small, who shout at me daily in their efforts to take my time, money, and perhaps a little bit of my sanity, is mind-boggling. And I believe I’m being honest when I say to you, many of them are out and out lying to me.

Can I also honestly say that in all my time as an advertising creative that I’ve never bent the truth on a single project in order to woo a consumer? No. But, I will tell you that my most successful efforts, across a colorful spectrum of brands, have had one glaring thing in common: the messaging was born from a truth. A truth inherent to the product and its benefit to the consumer, or a truth that is inherent to the way people choose to use and live with a brand, product, or service.

It makes sense doesn’t it? Who among us wants to be lied to? I don’t enjoy it, and, like you, I have a great disdain for anyone who wastes my time. And if you are lying to me in an effort to grab my attention by making too-good-to-be-true claims that prey on my insecurities as a methodology to a quick buck, you are, in fact, wasting my time. And I am fully vested in the belief that even if you do successfully trick me and others from time to time, eventually that ill-conceived kernel in your sales pitch will come back to bite you on the ass.

I don’t buy or use everything I sell, and I don’t believe I have to think something is perfect for me in order to shill it to others. But for this salesman, it is increasingly important that what I’m saying about the items I’m trying to move be deeply rooted in a truth for the customer and target looking to benefit from their various uses. The golden rule is golden for a reason. Sell to others the way you’d have someone sell to you. It might just be that simple.

Sunny Central Park Stroll With My Demon

As I’ve mentioned before, a good deal of my brain activity in any given day is put against speculation of what dark deeds other people around me are scheming or engaged in at that moment. Typically, I don’t have to work very hard to fabricate exactly how their actions are going to impact me, directly or indirectly. These individuals aren’t always out to get me specifically, on occasion I’m sure I am only fated to be the collateral damage of whatever plans they have for someone else that day. It isn’t always about me, but as of late, I find myself wondering more and more if maybe I shouldn’t turn additional attention towards myself. What things am I doing daily that serve to destroy me?

I’m a big believer in the Shadow Self. Carl Jung defined the Shadow Self as “that which we think we are not.” To shed a touch more light on the concept let me just plagiarize a bit with this little nugget from the interwebs: You may believe that you are not like your neighbor who does this or that bad thing, but if those negative qualities you judge, were not also a part of you, then they would not trigger your emotions. You might be nodding in agreement, you might also be nodding the other direction in disgust or boredom–wondering how come your gracious author isn’t just talking, per usual, about something like, how he thinks the recent uptick in the number of hangover cures, morning-after recovery kits and beverages, is actually all part of a big brother style black-ops operation to slowly rid the world the chronically underachieving. Perhaps I’ll post proper about that little gem over the coming weekend, and so if you aren’t into a more meta post right now, I encourage you to come back in a few days for something only seemingly more disturbing that what follows here.

Part of any proper recovering addict’s or alcoholic’s Shadow Self, would be the disease of addiction itself. AA oldtimers are big fans of the saying, “While I’m in a meeting, my disease is out in the parking lot doing push-ups.” My knee-jerk reaction to the utterance of that phrase is usually something along the lines of the silent version of this sound, “Pffffft.” Most likely because the disease itself wants me to believe I’ve been cured. One need not look any farther than Zelda Rubinstein’s declaration, “This house is clean” to understand that if you’ve had demons, those suckers aren’t really ever leaving for good. And if you don’t keep making smart decisions (for example, in the case of the family from Poltergeist, moving out of the house immediately after that supposed victory) the spiteful little bastards will speak to you from time to time, coaxing you back into the very hell you left, with promises of renewed, consequence-less good times. They, or in my case, the other me, is shrewd. And I’ll be damned, because yet again, those cutesy bull-shit-phrases that litter the walls of the rooms of recovery are wickedly on point.

My life is a sensational dream; I couldn’t ask for more than I have, and my gratitude for all of it is through the roof. And yet, as recently as yesterday, just mere moments after finding near peace with everything going on in and around me thanks to an hour on an Upper Eastside couch, the voice of my demon was as loud as it had ever been. Wondering–almost aloud–as we strolled through Central Park on such a lovely day, “What would it be like if we made an effort to throw it all away? Wouldn’t that be quite the experience? To go deeper down the rabbit hole of madness and filth than ever before, if only to see if we could resurrect ourselves yet again.” My Shadow Self knows the way to my heart; my disease knows I’m always up for a challenge, and as twisted as its coaxing might sound to the average Joe, I found myself drawn to the idea. To destroy everything I’ve worked so hard to create, just to rebuild it again–from scratch, heck, without even scratch to get started. That’d be something.

On the other side of Central Park, we could get started. We still knew a few bars there from our first six years in New York City. We’d be well on our way into this new journey before lunch, and any of the various paths it might lead us down would only serve to strengthen our own understanding of what is at first hedonistic and sinfully enjoyable, until it also further educates us on what it truly means to be without hope, scratching from dark corners, without so much as a dime and not a friend left. With rapt attention, I listend to my disease, the demon within, as he held me close, shielding me from the beauty of the park and twisting the reality of what I have, while feeding me truths about many of the world’s injustices, the worst in people, reading me the troubling and sensationalistic headlines from the discarded rags that pass as news that we occasionally found underfoot. He had my curiosity, he had my attention, he had everything but my smart phone–which buzzed in my palm, only to tell me that someone had hearted the picture of my cat that I had posted on Instagram earlier that morning.

The Demon, smart SOB that he is, didn’t curse me out, didn’t continue trying to talk me into something other than heading to the subway to make a beeline to work, and didn’t let out some twisted tortured yelp as though I’d vanquished him once and for all–nope, he simply wished me a good rest of the day, and right before he left said, as casually as my very best friend might, “I’ll see you around, Rosch.”

Hostel Dentistry

Blame Delta Airlines, that’s my motto. Sunday evening I took a red-eye to Prague, CZ. When I got on the plane, I had nothing wrong going on in my mouth other than the nearly lifeless tastebuds smoking gifts me that currently inhabit the surface of my tongue. But when I awoke, there were the beginning inklings of what I surmised might be a loose filling. How Delta Airlines is responsible for what by Wednesday had turned into a full-on tooth ache isn’t really important. It’s simply important to have someone to blame, and I have chosen them and not the tobacco companies, the M&Ms I crunched upon relentless pre-nap, nor am I willing to blame the age of that particular filling, which I think has been riding around in my head for over twenty years now. It’s a trooper that filling! A gutsy little metallic mofo that refuses to let go and die. How do I know that it is still clinging to what’s left of that tooth like a champ? Because I caved and had the production company book me a visit to a dentist here in Prague.

I was pretty proud of myself, “This is a real adult move,” I said to no one with near visible self-high-fives. “An adult doesn’t let everything he thinks of the Eastern European Block, that he has based almost solely on the flick Hostel, prevent him from seeking the pre-emptive treatment he deserves.” My rah-rah-Rosch moment was short lived, and slowly the very things that movie and its successors taught me about the inhabitants of this part of the world grew, until they were large enough to stomp any delight in my decision. That said, it was too late to turn back. This whiney baby had made quite the fuss about his tooth, and arrangements to see a specialist had been made on his behalf–to tell them I wasn’t going to go through with it might brand me a liar about toothaches, and that’s a particular type of liar I aspire not to be. Filthy buggers that lot.

So, I laid my head to my pillow, quite late I might add, and did the only sensible thing a man in my situation could do: I watched a slightly crappy, but full version, of The Descent on YouTube. My mind quickly relented and those slimy cave-suckers all but erased any thoughts I was entertaining about the possible outcomes of my visit to the dentist a short six hours from that moment.

This morning I was greeted by a lovely woman by the name of Veronika. She assured me she would sit with me to translate, and I found that reassuring, but I wasn’t entirely convinced that she wouldn’t be in on the sale of my body to others for the sport of torture. Perhaps she was too nice about it all, and as we took a cab, instead of a sanctioned production van, to a part of Prague covered in the most sure tell that indicates bad parts of town, graffiti–graffiti I couldn’t even understand at that–I began to more than suspect, and indeed decided to believe that she wasn’t above dropping off some ad schmuck from the states at a place of the illest repute imaginable (Cameron, I know illest isn’t a word, go with it).*

We went inside, the office itself smelled delightful. “Very nice,” I thought. And then began a brain loop of an old Wendy’s commercial where there is an Eastern European fashion show taking place–”Svim Vear, Very Nice. Svim Vear, Very Nice.” My escort introduced me to the dentist himself. That struck me as odd, and yet I proceeded into the next room. I lay down upon the chair, a horrendous looking beast of a contraption next to all manner of deadly instruments, nothing unusual about that. Veronika left the room. The moment of truth: This would be where I finally met my Level 9 Destiny, I would be dead soon, but victorious when my current partner was forced to utter at my funeral, “I guess he was right, that poor bastard was right.” We’ve made an arrangement to this, and I trust he’ll come through for me.

The dentist asked me to open my mouth in better English than the Starbucks baristas I hold so dear back in NYC. And so I did. He proceeded to slam a small hammer into the tooth in question, a gigantic pain coursed through my skull. “That’s the one!” I shouted. And he agreed then said, “Let’s have an X-ray, shall we?”

I got up and followed him to another room, farther removed from the front desk, and with my companion nowhere to be found. He opened a door. There was an X-ray machine there, and it looked legit, but I still couldn’t shake the absurd idea that maybe they’d tweaked it to render you unconscious upon firing it up. No struggle, no messes. Just ZAP, and I’d be ready to be moved to the dungeon that lay below that mini-mall. He exited the room, and the machine began to whirr. I took a deep breath, had a momentary panic about being radiated, and then it was over.

He opened the door, smiled large, and asked me to come have a look with him back in the first room. By now, my fears were subsiding, and I was ready to admit that today would not be the day I’d concocted at all.

After politely telling me that he saw noting, and that there was little else that could be done, he sent me on my way to pay and rejoin Veronika so that she may see me back to my hotel. And so I did.

I asked her if it was possible to walk back to my hotel, as I didn’t believe there was much point in allowing this charade to continue. It was very nice of them to make sure all my teeth were in great shape to charge a much higher price to the suit who’d pay top dollar to destroy a perfectly good pair while wearing a pig’s head in a dark dungeon and all. Very nice indeed. She seemed puzzled by my desire to forgo the cab ride back, but agreed to drop me off half-way so that I could enjoy a perfectly nice stroll on a beyond perfectly nice day here. I’d tell you that I thought this was nice of her, but a more accurate way to end this story would be tell you that I am pretty sure that just about the time I was ten feet from the cab and headed into a menacing looking park, I heard her say, “You’ve von for now Mizter Rozch, enjoy your valk, for it will be you’re very last.”

That I have turned her into some sort of vampire-talker at this point is a sure indication I’ve got no business finishing posts at one in the morning in foreign countries in the hopes of hitting my commuting friends back in the states in time for them to be able to read this post before climbing aboard their respective trains.

Thanks for taking this ride with me friends.

* My nephew assures me that actually illest is, in fact, a word. Thanks Cam.