batches & cookies

I like cookies. Come on.... who doesn't like cookies? They are the all-time favorite afterschool, watching TV, ruin your dinner snack. They are easy to bake at home. They are easier to buy and bring home. I remember my mom would bake cookies from a recipe... until she started buying those ready-made tubes of Toll House cookie dough. Eventually, she abandoned the whole "baking" idea and just bought cookies in a package. My brother and I were just as satisfied. We didn't care where our cookies came from. As long as there were cookies in the house.

I was always partial to a brand of cookies called Mr. Chips from a small commercial bakery called Burry. Burry supplied the Girls Scouts with their wares for their annual cookie drive until the company's Girl Scout cookie division was purchased by ABC Bakers in 1989. The remainder of the company's operations were bought by Sunshine Baking. In their heyday, Burry's made some great cookies — Fudge Town, Mr. Chips and Gauchos. They also made Scooter Pies — a large, single serving concoction comprised of two graham cookies sandwiching marshmallow filling and covered with chocolate. They were good, but we didn't have them often, Mr. Chips, however — those were always present in the Pincus household. Every so often, other cookies would make an appearance in our kitchen. My mom liked Nabisco's Oreos. She also like Fig Newtons, which I always questioned their inclusion in the cookie category. They were — as far as little Josh Pincus was concerned — fruit cakes. And they were filled with a fruit that old people ate. I would sometimes eat the cake outside and toss the innards when the cake was completely consumed. Fig Newtons had a pretty funny and memorable commercial in the 70s, featuring character actor James Harder singing and dancing dressed as a giant fig. I loved the commercial, but not enough to get me to eat a fig. As an adult, I have changed my mind.

Cookies that made it to my house were sometimes purchased by the pound at a local bakery. They were dry, crispy things covered with jimmies ("sprinkles" to those of you outside of the Philadelphia area), chocolate chips (with the chips just applied to the surface of the cookie, not integrated into the cookie itself, unlike normal cookies). Some were filled with some sort of viscous jelly made from an unidentifiable fruit. I avoided those until the more colorful ones were gone. Then, if I really wanted a cookie, I'd choke a jelly-filled one down with an extra large glass of milk.

Sometime in the 90s, places like Mrs. Field's and The Original Cookie Company started popping up in malls. Cookies — once purchased in a package containing several dozen or by the pound at a local mom-and-pop bakery — were now brazenly being offered for sale by the each. One cookie! You could buy one cookie! It was certainly larger than the cookies bought in packages at the supermarket, but it was just a cookie. Soon, these places offered large cookie sandwiches, somewhat along the lines of the Scooter Pie. Two three-inch chocolate chip cookies were stuck together with a generous mound of frosting between them. These sold for a dollar or more which, frankly at the time, was unheard of! A cookie for a dollar? Ridiculous!

Last Saturday evening, Mrs. Pincus and I had dinner with my brother and my sister-in-law (His wife. Don't think anything weird is going on). The restaurant was in a shopping center filled with upscale, somewhat pretentious shops. One of those shops was a place called Dirty Dough, an unusual choice of name for a place that sells food. Dirty Dough offers a variety of "stuffed gourmet cookies." After a dinner that kept us late (we were talking about all sorts of things), we strolled over to Dirty Dough about fifteen minutes before they locked up for the night. The young lady behind the counter was informing the customer ahead of us of their limited offerings due to the late hour. We sort-of eavesdropped as she ran down the short list of available cookies, deciding that none of the flavor combinations appealed to us. We left, half-heartedly hoping to return in the future.

We headed to a Crumbl location we passed on our way to the restaurant. Crumbl is a trendy new chain of cookie bakeries with nearly a thousand locations across the United States and Canada. Crumbl is also open until midnight and we spotted a few folks we had just seen earlier at Dirty Dough. The Crumbl experience is an interesting one. Upon entry, no employee greets you. Instead, the front counter sports several iPads displaying an intuitive, interactive menu. One can scroll though the available cookies and make selection without a single word spoken to another human being. A team of employees can be seen busily working, scurrying around ovens, mixing dough, forming cookies — but not speaking to any customers until their pre-paid order is ready to be delivered across the counter. Mrs. P and I perused the evening's cookie selections. I settled on a traditional chocolate chip cookie and my wife opted for a frosted cookie of the sugar variety. We clicked our choices, sending little digital representations of the cookies into our virtual shopping cart. Our total was revealed and payment options were displayed. Our total, by the way, was ten dollars. TEN BUCKS! For two cookies! Cookies! Baked flour, water, sugar and such. I was paying ten dollars for two cookies. Granted they were above average-sized examples, but (and I'll do the math for you) they were five dollars apiece. FOR A COOKIE!

I swiped my credit card. Not happily, but I swiped it. A few minutes later, a young lady, handed us two small pink boxes emblazoned with the Crumbl logo. I was reminded of a scene from Quentin Tarantino's 1994 sprawling neo-noir crime epic Pulp Fiction. In the scene, dimwitted hitman Vincent Vega (as played by dimwitted actor John Travolta) is questioning his boss's wife's drink choice in a themed restaurant called Jack Rabbit Slim's. Mia (played to mysterious allure by Uma Thurman) had ordered a "five dollar milkshake." Vincent, cocked his head and asks for clarification on the beverage's contents and price.

"Did you just order a five-dollar shake?," he asks, "That's a shake? That's milk and ice cream?"

"Last I heard," Mia assures him

"That's five dollars?," he presses, "You don't put bourbon in it or nothin'?"

"No." she replies.

"Just checking.," Vincent adds.

When the drinks arrive, Vincent asks to sample the "five dollar shake" in question. Mia obliges, offering her straw and assuring her tablemate that she is free of "cooties." Vincent takes a healthy sip and then another. 

"Goddamn," a surprised Vincent reports, "that’s a pretty fucking good milkshake!"

"Told ya’.," Mia replies with a knowing confidence.

"Don’t know if it’s worth five dollars," Vincent concedes, "but it’s pretty fucking good."

I wish I could have had a similar exchange with the young lady behind the counter at Crumbl. However, I don't think she would have had the same appreciation and situational relevance from a quote from a thirty year-old movie as I did.

www.joshpincusiscrying.com

jam up and jelly tight

By the time you read this, we will be in the throes of Chanukah... probably the seventeenth or eighteenth day by now — I kind of lost track. Chanukah, as you may or may not know, commemorates the... um... the... well, something ancient involving the Jews overcoming some massive obstacle only to come out of it with flying colors and go on to face another obstacle. Or something like that, I'm not a biblical scholar and I make most of this stuff up anyway. Besides, this story isn't a history lesson. it's the story of a particular business in my neighborhood.

There's a little bakery around the corner from my house. It's tucked away in an awkward spot, occupying the bottom floor of a block of houses the fronts of which face the street on the opposite side. The bakery looks like the basement access to these houses and, at one time, that may have been the case. But, now, it operates in a tiny space jammed with glass display cases that only allow for one of two customers in the store at a time. There is barely enough room for customers exiting the bakery to pass customers entering the bakery without bumping elbows or — worse! — upsetting wrapped boxes of recently-purchased baked goods.

Sure, there are other options for baked goods in the area. Several nearby supermarkets have full in-store bakeries whose selling floors are twice — or three times — the size of the little bakery. The main draw of the little bakery is its kosher certification. There is a fairly large Orthodox Jewish population in my neighborhood and a kosher-certified bakery is an integral part of their day-to-day life. The little bakery prepares traditional baked provisions to meet the needs of this specific faction of the community. They bake and sell cookies, and cakes and other assorted pastries. Every Friday morning, the cramped shelves are packed with golden challah breads to be used as the centerpiece for familys' Shabbat dinners. On special holidays, hamantashen and taiglach are prepared to aid in the celebration of Purim and Rosh Hashanah respectively. As tradition dictates, the bakery offers sufganiyot — jelly-filled doughnuts — for the marathon that is Chanukah. As a special treat for my in-laws, Mrs. Pincus stopped by the little bakery to pick up some sufganiyot for her parents' dessert. She even secured a couple for us, as well as a couple of themed and decorated cookies. (I think there were supposed to be menorahs, but I was not fully convinced.)

Now, one would think that a small, specialized, neighborhood bakery would be run by a friendly, avuncular, gregarious character greeting customers with a smile and a cheerful demeanor and well as a grateful sentiment for browsers and purchasers alike.

One would think.

The guy that owns and operates this little bakery is a belligerent, angry, nasty, condescending jerk who berates his customers and loudly complains about his employees — in front of his employees and his customers. He's the last person you'd imagine as someone would own a bakery. A bakery! A place where cookies and cakes and happiness are sold! 

Mrs. P entered the bakery on Friday morning. She walked into a tirade from the owner. He stood behind the tiny service counter, blocking the doorway to the working bakery room behind him. He was barking ultimatums to the few customers. As his staff was busily stuffing jelly-filled sufganiyot into boxes, the owner defiantly announced that he would not make jelly doughnuts again until next Chanukah, adding that it's too difficult. My wife asked him, "If someone wished to order 500 jelly doughnuts in July, you wouldn't make them?" He frowned and scowled and growled, "No! No, I wouldn't! They are just for Chanukah!" Mrs. Pincus, who after years of hanging around Josh Pincus, has become something of an instigator, continued to needle the bakery owner. "You make hamantashen throughout the year, not just for Purim." The owner frowned again and grumbled, "That's different!" and he trailed off with no real answer to my wife's question.

A young lady in an apron appeared with a large tray of cream-filled doughnuts. As she fitted the tray into the glass display case, the owner warned, "The cream-filled doughnuts are only for people who placed orders! If you didn't pre-order them, you can't have them!" He put heavy, threatening emphasis on the end of that statement. Mrs. P eyed the cream filled doughnuts and asked the young lady if all of them were already spoken for. The young lady shot the owner a dismissive "side eye" and asked my wife if she would like one or two. Mrs. P asked for one jelly-filled and one cream-filled. She also requested a half dozen of the questionably-shaped cookies. As Mrs. Pincus paid, the owner continued voicing his displeasure with his business, his employees and the hand that life had dealt him. He waited on a customer and licked his fingers to assist in the opening of a paper bag to fill with baked goods.

After our dinner that evening, I made a couple of cups of tea for my wife and I. Mrs. P sliced the securing tape on the bakery box to reveal the goodies she had purchased that morning. The box contained two cream-filled doughnuts, not one jelly and one cream as was requested. Cream was smeared along one of the inside walls of the box, a result of a poorly-packed and unevenly-balanced packing job. The cookies were also defaced with excess doughnut cream.

The doughnuts and the cookies weren't especially good.

Neither is the bakery owner.

www.joshpincusiscrying.com

tell me sweet little lies

Having spent most of my career in some aspect of the advertising business, I love and appreciate good and clever advertising, so I pay close attention to commercials during the inordinate amount of television that I watch.

"It's Dad.... and there's no Santa Claus."

About two years ago, Pepperidge Farm rolled out a new ad campaign to promote their line of Milano® cookies. The 30-second spot focuses on a woman alone in the bathroom. She is wrapped in a towel, lounging on the floor in front of a bathtub filled with children's toys. She is savoring each luxurious bite of a Milano® cookie with her eyes closed. Suddenly, she sees the locked doorknob begin to jiggle and a child's voice, from the other side of the door, questions: "Mom?" The woman bolts upright, furrows her brow, clears the cookie crumbs from her throat with a muffled cough and, with a put-on lower register in her voice, she replies: "It's Dad." Satisfied when she hears the pitter-patter of small feet retreating from the other side of the door, she resumes munching her cookies in serene privacy, while a voice-over states: "You gave them your bathtub. Don't give them your cookies. Pepperidge Farm Milano®. Save something for yourself." 

I hate this commercial.

No relation.

Wait. Wait. Wait! The commercial execution is fine, the actress is effective in the role and they certainly convey their message. What I hate is the message. Pepperidge Farm has always positioned their cookie category as being sophisticated and geared their advertising towards adults. I understand this and "positioning" is a key part of effective advertising. By not purposely going after market heavyweights like Nabisco and Keebler, Pepperidge Farm has essentially taken themselves out of the major brand cookie competition by creating the "Distinctive" line of cookies, thus creating a niche category the other brands don't have.

What they have also done is advocated lying. Specifically, lying to your children. Let's imagine, for a second, what happens after the tagline is read by the voice over and the commercial ends. The kid on the other side of the door wanders off looking for Mom — while Mom polishes off the remaining Milanos® in the bag. The kid strolls in to the living room and discovers Dad reading the paper. She is confused. "Dad?," she begins, "I thought you were in the bathroom." Dad looks up from the paper, himself confused. "What are you talking about?," he says, "Why would you think that?" The child explains that when she tried the locked bathroom door and questioned the occupant, a deep voice replied "It's Dad" and I'm sure I heard someone eating. I figured it was you, since you're the only one in this house disgusting enough to eat in the bathroom. Mom would never do that. And Mom would never lie or hide food from me." Dad frowns. He tosses the paper to the floor and stomps off to the bathroom to get to the bottom of this. He pounds on the door, demanding his wife let him in and explain this situation. The wife opens the door and, brushing cookie crumbs away from the corners of her mouth, exclaims that it is none of his goddamn business what she's doing in the bathroom. Then she goes on to explain that if she wants to eat a goddamn cookie in this God-forsaken house, she has to sneak them away from that fucking locust they have for a kid. The fight escalates. The kid cries. Soon the couple considers trust issues in their relationship and are now headed towards divorce. All because Pepperidge Farm forced Mom to tell a lie.

Is Pepperidge Farm happy with creating such familial turmoil is the name of selling a few more cookies? I am calling out Pepperidge Farm for the irresponsible message in their advertising. But, as far as the advertising world is concerned — mission accomplished! I remembered the name of the product.

Maybe I even gave them a new company tagline....

www.joshpincusiscrying.com

looking here and there, looking everywhere

Every year, for the past thirty-three, my wife and I have hosted a dessert party the evening before Thanksgiving. The gathering is warm and friendly and the guest list has evolved considerably over those three-plus decades. The only people who have been in attendance at every one are Mrs. Pincus and yours truly. 

In preparation for the annual event, Mrs. Pincus bakes everything that is served to our guests. Everything. By herself. Occasionally, I have been asked to retrieve a canister of flour from a high cabinet or to run down to the basement freezer for another bag of chocolate chips. Otherwise, I am a spectator in the kitchen. Mrs. Pincus is like a fine artist and a warm oven, a Kitchen-Aid mixer and a counter full of ingredients make up her palette. She spends an entire day (and sometimes a few hours the morning of the party) whipping up a vast array of the most tempting baked goods this side of Sara Lee.

Among the pies and tarts and brownies (two kinds), Mrs. Pincus will include her old stand-by and perennial favorite – gingerbread men. Except Mrs. P makes 'em in the shape of bears instead of humans. However, she doesn't use a cookie cutter. She uses a cardboard template that actually predates our holiday parties by a few years. Mrs. P rolls out the homemade dough, lays the thin cardboard bear on top and, with the point of a sharp paring knife, follows the perimeter of the guide until she meets the point at which she started. She removes the stencil and places the bear-shaped dough on a cookie sheet alongside his previously-cut dough pals. (This year, I got to decorate the pre-baked treats with chocolate chip eyes, noses and buttons.) Then, they get popped into the oven for a secret amount of time and come out as deliciously-whimsical tawny cookies.

In the down time, while several pies are in the oven, Mrs. Pincus and I adorn our house in a overlay of Thanksgiving embellishment. We have a big plastic bin filled with earth-toned table runners and mantle scarves and little themed knick-knacks depicting pilgrims and Native Americans. There are twinkly light sets and rustic plaques and every year we place them in the same spots around the first floor of our home. At the risk of tooting my own horn (of plenty), our house looks very attractive and inviting in late autumn, especially when enhanced by our collection of holiday tsochkies. A house full of people have let us know how much they enjoy this yearly soiree – at least that's what we think they have told us. It's hard to understand some folk when their mouths are stuffed with two kinds of homemade pumpkin pie.

After the last guest has left, we begin the tedious task of cleaning up. We have thankfully received help from some friends who hang around later, but the wrapping of breakables and gathering of the tiny novelties is reserved for Thanksgiving morning, when Mrs. Pincus and I have the house to ourselves. This year, I picked each and every little figurine from the fireplace mantle, along with fistfuls of felt oak leaves and stashed them in the dedicated bin with the coiled light sets and die-cut place mats. At the end of my collecting, I had a wad of tissue and an empty box lacking one Hallmark Donald Duck dressed in a black frock and a silver-buckled Puritan hat. I looked every where... and I mean everywhere.

Meanwhile in the kitchen, Mrs. Pincus was rifling through her recipe box for her trusty bear template. And it was nowhere to be found. She scoured the shelf in our kitchen coat closet where the recipe box resides when its not being employed to dispense the secrets of pecan pie or Bubbie Elka's pinwheel cookies. Mrs. P frowned – not unlike the missing bear's expression – and said, with a great deal of disappointment "Someone stole my bear!"

"Oh, come on," I reassured, "who would want to take that?"

Realizing that she was accusing one of her guests of the theft of something they probably didn't know existed, Mrs. Pincus continued her futile search. After too long, we abandoned the hunt. In the days and weeks following Thanksgiving, however, my wife still casually opened drawers and looked behind things that she had looked behind a million times. Nothing. No bear.

November turned into December and the weather has become increasingly colder. This morning, I decided to finally forsake my denim jacket-and-hoodie ensemble in favor of my heavy pea coat and knit gloves. I opened the coat closet in the kitchen and began scanning the various specimens of outerwear stored within. I passed a few coats I still wonder why I am hanging on to until I came across the navy blue woolen ulster that I hadn't seen in nearly a year. I put the coat on and closed the closet door.

It wouldn't close snugly.

I opened the door again and assessed how I had disrupted the arrangement of hangers. I adjusted  and readjusted them and tried the door again. It still wouldn't close correctly. A little more rearranging was necessary and maybe I had to kick my winter boots to the rear of the closet floor. I looked down at the errant boots. Suddenly, against the side wall of the closet interior, I spotted the AWOL bear, its forlorn face staring at me in silent relief. I crouched down and picked the bear off the closet wall. I placed it on the kitchen counter where Mrs. Pincus would surely see it later when she came downstairs.

Now that one mystery in the Pincus house is solved, I will move on to the next one.

If you were at my house the night before Thanksgiving this year... and you took my Donald Duck, please bring it with you next year. No questions asked. There may even be some pie in it for you.

Or a gingerbread bear.

www.joshpincusiscrying.com

My annual Christmas music compilation is available as a FREE DOWNLOAD at ge.tt for a limited time. 

 This year, it’s a whopping 82 minutes of pure Christmas wonderment that'll have you wondering why you downloaded it in the first place. But, as long as you did, why not share it with your family and friends. It's guaranteed to make sure they don't overstay their welcome. 

 You get twenty-eight eclectic Christmas selections featuring a mix of obscure artists giving up on their dreams of stardom and popular artists committing career suicide. These holiday tunes run the gamut from weird to really weird plus a custom full-color cover with track listings – all for you and all for FREE!
(That’s right! FREE!)

what you need

Marketing is a fascinating field and I am happy to be a part of it. You, as a consumer, are the prey (and victim) of marketing practically every single second of the day... and you don't even realize it. In the morning, when you choose Starbucks over Dunkin' Donuts (or vice-versa), it's because, through careful, strategic marketing, you have unconsciously been forced to make that choice. And depending on how effectively the marketing message touches you, your selection is either the "Average Joe's coffee and donuts" of Dunkin' Donuts or the higher echelon, exclusive clique of Starbucks. Whatever your choice — it was made as a result of marketing.

The basic philosophy of marketing anything is this: You have a product. At least five other companies make a similar product. Some are better than yours, some are worse, some are the same. The task of marketing is to convince the potential customer that your product is the greatest thing ever and that the other, similar products will kill you.

There are some products that are so popular and so ubiquitous, one wonders why they even bother to continue to advertise. If you are on top, with an overwhelming market share and no one even close to being a viable competitor, why not just ditch all of your advertising budget, distribute that money among your manufacturing staff as giant bonus and call it a day? Why? Because being "Number One" is never enough. Maintaining that superior position is a full time job. And a complicated one, at that.

Let me offer an example...

In the beginning, there was Oreo (cue the angelic chorus). Actually, in the beginning, there was Hydrox. Yep, Oreo came along in 1912, four years after The Sunshine Baking Company introduced its popular chocolate sandwich cookie. Originally conceived by the National Biscuit Company as a blatant imitation of Hydrox, Oreos soon knocked Sunshine's crunchy treat on its creme-filled ass on its way to becoming (and remaining) the best-selling cookie in the United States for the next hundred years. Nabisco (as National Biscuit was later known) grew into an unstoppable cookie-producing powerhouse. With major brands like Fig Newtons, Chips Ahoy, Ritz Crackers and Premium Saltines, they left their so-called competition in the dust... or crumbs, as it were. So, there they were, sitting pretty at the top of the heap, bestowed the moniker "America's Favorite Cookie." So, now what? Now what indeed.

The masterminds in Product Development looked long and hard at the Oreo. They considered every aspect of it — its size, shape, texture, filling, structure — everything. They took the straightforward concept of two simple chocolate wafer cookies separated by a small dollop of sweet creme filling and they began to mess with it.

First, they added more filling. They made the cookie vanilla. They made the cookie vanilla and the filling chocolate. They made the cookie and the filling chocolate. They made one cookie chocolate and one cookie vanilla. They added more filling to the vanilla sandwiches. They added even more filling to the chocolate sandwiches. They made the filling blue, then red, then orange, then yellow. They stamped holiday designs into the cookie. They even made football-shaped cookies! Then, they tried different flavors of filling — mint, peanut butter, strawberry, birthday cake, coffee, gingerbread, watermelon, candy corn. It was getting out of control!

Then, they started playing with the size. They made Mini Oreos. Then, Mini Oreos in a Big Bag. Then, they made mini versions of the vanilla Oreos. Then, they took the mini Oreos out of a bag and put them in a cup. Then they just said, "Ahhh, screw it! Let's make 'em big!"

Not content with experimenting within the brand, Oreos entered other products. They showed up in ice cream, snack cakes (including regular cakes and then a version with double the amount of filling!), Jello and even pizza! That's right — not even pizza was safe from the whims of Oreos! 

Oreos were still not satisfied! They needed more! Like Sherman storming relentlessly through Atlanta, Oreos infiltrated other cookies! Not appeased by just wild variations on its own theme, Oreos shoved themselves it the middle of the helpless Chips Ahoy!

Oreos' domestic "reign of terror" shows absolutely no signs of subsiding. More "limited edition" cookies are waiting in the wings, strategically poised to be unleashed on the public. Double Stuf ^® was a fine diversion from the original, but "Fruit Punch" flavored cookies? Really? Is that something we have been missing in our lives? And now, it looks like Oreos have set their sights on foreign shores as well. Now, tell me, why would a company that produces something as innocuous as a cookie ever feel the need to become so pervasive, so domineering, ... so...so... malevolent.

I'll answer that question with a question: "When was the last time you saw a package of Hydrox cookies?"

And that, my friend, concludes your first lesson in marketing.

www.joshpincusiscrying.com 

"c" is for cookie

I must preface this by saying how fond I am of Kym. I am very fond of Kym. Mrs. Pincus is too. We really like Kym and her delightful daughter Elle a lot. A whole lot.

There. I think I'm safe now.

As everyone knows by now, it's Girl Scout cookie time. I'm sure you know someone who is selling them. A neighbor, a friend, maybe even your own daughter. Perhaps you've been accosted by a pack of sash-and-merit-badge wearing youngsters waving brightly-colored boxes while exiting the supermarket. I know my wife has purchased a box or two from my niece. Okay, maybe more than a box or two.

Kym's daughter Elle, from what I understand, is a Girl Scout... or the "pre" equivalent of a Girl Scout. Whatever her current rank, she is entitled, and possibly required, to hawk cookies for her troop. Like most parents of Girl Scouts, Kym has solicited her co-workers to purchase a box of cookies. Kym, in her ever-gracious manner, has stressed that a purchase is "not necessary and not required and, by no means, an obligation." Kym called me and asked if I'd like to buy a box of cookies from Elle and she quickly added "no pressure."

"Of course I will," I replied, "I'd be happy to help Elle out!"

That was two weeks ago. That was the last time "Girl Scout cookies" came up in conversation with Kym. I saw or spoke to her nearly every day during that time, as we work closely together. But, the subject of Girl Scout cookies was never broached.

Until yesterday.

I work on the 36th floor of an office building in center city Philadelphia. Kym's office is on the 37th floor and and the 38th floor is the company's main reception area. All floors are connected and accessible by a bank of elevators and a beautiful wooden spiral staircase. I stopped by Kym's office to chat. She was busily pounding away on her computer's keyboard when she suddenly spun around and produced a piece of glossy paper, machine-folded multiple times. She began unfolding and it revealed itself to be a Girl Scout cookie order form. Kym poised her pen at the ready and reminded me that I had promised to buy a box, but I didn't have to if I didn't want to. Reaching for my wallet, I said that I would absolutely stay true to my word. I requested the chocolate and peanut butter ones (whatever cutesy name the Girl Scouts call them) and, as Kym scanned the massive grid of pictures and check boxes, I noticed that I was about to become the very first customer.

"Kym," I asked, "you haven't sold any yet? The cookies have been available everywhere for over a month already."

"I know. I know." Kym answered, still trying to locate the proper space in which to record my order.She scribbled my name on the thin black line, folded my four dollar bills into a paper clip and thanked me on behalf of Elle.

As I was about to head back to my office, Kym shoved a dog-eared copy of Us Magazine in my direction.

"Here," she said, "take this for your wife." Kym has tried to pawn copies of these gossip rags off on me before.

"I've told you before, Kym," I protested, "Mrs. P doesn't read this shit. She doesn't know the so-called celebrities in it and she certainly doesn't care about them."

"Well," she continued, changing gears, "could you run it up to the receptionist on 38 for me?"

I agreed. Another flight of stairs wouldn't kill me. And I could always take the elevator back down to my floor.

I headed out her office door again, when Kym stopped me with a loud "Oh!" followed by a reconsidered "Never mind."

"What?" I inquired.

Kym picked up the nearly blank order form and, with puppy dog eyes and a pouty lip asked, "Do you want to take this up with you and see if you can sell some cookies?"

"No, Kym," I said, "I'm not a Girl Scout anymore."

www.joshpincusiscrying.com