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Monte did not like to wear ties. One day in the office Monte announced that a friend from California had call to tell him that she thought the song, You're so Vain by Carly Simon, was about Monte. "But you never wear a tie," I said. "Oh no, on one occasion when neck ware was required, I took a silk scarf and wore it as an ascot. That scarf, it was apricot!"

Within 15 minutes of meeting a person, she* will reveal her proudest accomplishment. *(It works for he too.) January 5, 2015

I considered how to start Monte's year of wisdom, but I think this pearl stands up. At its heart is a key to understanding and connecting with others and thinking about ourselves and our goals for a new year. After a career of meeting and interviewing people, Monte had accurately determined that within 15 minutes you could see where others were in their journeys. Monte's point was that when a guy, who is 45 years old tells you about playing high school basketball, or an adult woman shares events of her college trip to Europe, you can determine where their lives have peaked.

The public can only remember for six weeks....but don't lie to the press . January 12, 2015

If you are involved in a scandal this year and feel like your life is ruined forever, remember Monte's adage that the public only remembers for about six weeks. When individuals are surveyed in polls, they can on the average only recall specific events for around six weeks - unless the press refreshes the collective memory (which it is are prone to do with the 24-hour news cycle) with new stories about old happenings. However, this leads to a second rule from Monte - Don't lie to the Press!!!

If it were only about money, I'd just make one drug run to Mexico . January 19, 2015

While people are making New Year's resolutions, many are planning how they not only will budget better but also increase their fortunes. Monte knew how to make money and how to spend it, but he never loss sight that the reason we are playing the game of life is about fun. Monte contended that the best thing that could happen to a person was to lose (or quit) a job where one was unhappy, and then work for a lesser salary at a job she really enjoyed. Monte traveled often to Mexico and had many friends there. He was on a first name basis with local officials and explained that flying a load of contraband either way was not that difficult, if you knew whom to bribe. Of course, this was many years ago before the DEA was as active and perhaps the border was more porous. However, Monte's point was that many of us could find illicit ways to prosper, but we might miss richer rewards.

You're not getting out of this alive. January 26, 2015

One day I commented to Monte about the silly antics of a four-year-old boy, who had visited our office. "Yeah. They don't start getting serious till about five or six." Monte observed. "Why then?" I questioned. "That's when they realize they're not getting out of this alive." This statement seemed very funny to me at the time, when I was all of 24. But as the years have passed, I realize that Monte summed of years of existential philosophy in this one statement. As humans we do have this insight ----not sure the data is conclusive about other living beings and their understanding of life and death. And it does change our perspective, perhaps around the age of five. May we live in 2015 like four-year-olds.

The public can tell the difference between an ass and a good guy. February 2, 2015

While Monte often had caustic and edgy remarks about people, as a good PR man, he trusted the public. If people don't know the truth at first, they figure it out. Sometimes they play along, but in the end they know that Tom Hankes is a good guy and that __________ (fill in the blank because you know) , is a pompous, conceited and difficult person. In this era of discounting the masses and generalizing their stupidity, Abe and Monte knew that you can't fool all the people all the time.

Don't remain a primitive. Learn how to write. February 9, 2015

When I first started working for Monte, I had limited writing skills. I possessed a few creative ideas but not much style or structure. Monte started me on simple new stories for a real estate newsletter. I graduated to news releases and articles, brochure copy and finally scripts. Monte preached a New York Times writing style, crisp and to the point. He understood that you first need to know the rules before you can break them. Thus I learned all the editing diacritical marks, as my rough drafts received ample corrections. Early on Monte encouraged me to improve my writing. “You need to know how to write for yourself.” ”I don’t have anything I want to say.” “You might someday and you don’t want to be a primitive like Grandma Moses. Experts believe if she had ever had any art training she would have been a master.” Eventually I did have a lot I wanted to say. I’m so glad Monte encouraged me to study the craft.

In keeping with the month of love, Monte offered numerous rules about romance. He loved women, so much so that he had been married five times when I met him. According to Monte, his wives were all beautiful, intelligent, several models, and each wife subsequently younger than the previous. While he seemed to have trouble maintaining long term relationships, he did understand how to woo women, and warned any man against making light, joking or not respecting issues of a woman’s vanity - which includes anything about her appearance, hair, clothing, body shape or size, etc. Young men take heed. He also maintained that male ego is also sacrosanct, and that women should avoid, even when tempted in anger, criticizing a lover’s strength or courage.

You will not be forgiven if you offend a woman's vanity or a man's ego. February 16, 2015

Monte knew a lot about motorcycles, because he provided PR for the Suzuki company. He talked often about the frustrations with getting this Japanese company to market their bikes with romance, rather than as serious forms of transportation. The Japanese management wanted adds that emphasized performance of the machines not sex appeal. In the US at that time, motorcycles are not a primary mode of transportation for owners. Monte’s favorite story was about a photo shoot. The spread included a young guy and beautiful female model in an embrace on the motorcycle in a wooded setting. The headline was Nature Lover. According to Monte, after the initial shots, feeling frisky the creative director, asked the models if they would pose in the nude. Monte said this shot was used for an internal mailing to dealers with the head, You get more nooky on a Suzuki. This story may not be true. Monte was prone to exaggerations. But it sure has that 60’s, Mad Men feel.

You get more nooky on a Suzuki. February 23, 2015

A young printer's assistant in Charlotte, was taking a correspondence course on art direction from a school in New York. The young man asked Monte for help on an assignment. Monte guided the student and helped him create first-class, New York worthy storyboards. “Won’t they be able to tell that he got some help,” I cautioned. “Nah,” Monte said. “They don’t think people in the South know anything.” It was true. The budding art director got A’s on all the assignments. I wish this Rule were not as true today as 40 years ago, but alas, after living in New England for the last 18 years, I must report that there is still regional prejudice about the South, at least from the Northeast, and I fear the greater part of the country. Dukes of Hazard, may have been a major contributor to this continued judgment. The advantage ironically still remains for Southerners who, when they have dealings with other cultures are more than willing to play the dumb card, knowing that being underestimated typically gives the advantage to the weaker party.

In most of the country, they don't think people in the South know anything. March 2, 2015

. When anyone mentioned the word “sales” or selling” Monte always instructed him to look up the word sell in a dictionary. In truth, modern on-line dictionaries have shortened the definition of sell “to exchange for money or its equivalent", however, if you want to see the history of the word sell, an old-fashioned Webster’s sounds more like this: 1) to deliver or give up in violation of duty, trust, or loyalty and especially for personal gain: betray. Often used with sell out their country. 2) to give up (property) to another for something of value,to give up in return for something else especially foolishly or dishonorably - sold his birthright for a mess of pottage, to exact a price for, sold their lives. 3) to deliver into slavery for money, to give into the power of another “sold his soul to the devil" 4) to dispose of or manage for profit instead of in accordance with conscience, justice or duty (sold their votes). 5) to impose on, cheat. (Finally getting to number 6) 6) to influence or induce to make a purchase. It’s no wonder we’ve come up with every type of euphemism for selling in this country, which Monte would agree, the USA does very well. He contended that back in the day, the perfect product was one designed by Germans, manufactured by Japanese and marketed by Americans.

No one likes to be sold. March 9, 2015

I always think of Monte on March 21, his birthday. Monte would say that his mother described him as “A little breath of spring.” Actually I think Monte came roaring in like a lion, or perhaps the Aries ram than he was. His lamblike qualities were his good nature, his generosity and an amazing sense of humor. Speaking of lambs….

A little breath of Spring! March 16, 2015

The Sheep is the dumbest animal in the world. March 23, 2015

Monte was born in Idaho and grew up around farming Mormons. His uncle raised sheep and as a lad, Monte had had more than his fair share of handling herds of sheep. “You can put up with a lamb being that dumb, because they’re little and cute. But once they grow up, you see them for what they are.” Monte couldn’t tolerate a fool, human or animal. Maybe that’s why Monte adored Alsatian dogs, German shepherds and the lot, intelligent breeds who are loyal to their herds.

One afternoon Monte came bursting through his office door, holding a copy of his flight magazine. “I knew it!!” he exclaimed. “And now I have proof. This article has the facts, Per capita doctors do have more flying accidents. Doctors have enough money to take lessons and buy planes,” he continued. “But they won’t or don’t have the time to really learn thoroughly. And then there are their egos," he ranted. "Every time I was instructing them, they would think that they knew everything already.” It was interesting to hear Monte expound about egos. “What about dentists?” I asked. Remembering that my dentist had a pilot’s license. “On no. They take the time to learn. Dentists are great pilots."

Dentists are better pilots than doctors. March 30, 2015

If you want people to learn, help them have early success. April 6, 2015

My first assignment from Monte, was to go the the newsroom of the Charlotte Observer and get a press list, a list including the names of all reporters and staff. Monte was doing PR for a local land development operation, and I was told to tell the newsmen that we were planning a press party and needed names for the invitations. When I explained my mission, immediately the reporters I met put together a list for me and I returned triumphant. My next assignment was to go to small, local community and interview the mayor for an article in our newsletter. Again, the mayor and his staff bent over backwards to give me information and pose for photos. I was on a roll in this PR business. Months later I learned that Monte had stacked the deck in my favor. “Those news guys can never pass up a free drink. And local politicians always want coverage.” Monte had purposefully given me initial assignments where I would succeed. There is a theory that you toughen people by having them fail at new jobs. “You want people to succeed at first. Then they can build on that success and feel confident enough to tackle other new things."

The government really wants you to be in business for yourself. April 13, 2015

Monte gave me my introduction to Business 101. My family had a business, but I was not instructed on the inner workings of profit and loss. Monte clearly knew the aspects of a small business and the perks through deductions of having your own business. “The tax system is set up to benefit the small businessman. And when you’re in a creative field, there’s a lot of leeway on your deductions.” Like all good photographers, Monte kept film in the refrigerator, to preserve the film and make sure that the refrigerator was a business deduction. “Uncle Sam has set up the system. You just have to get out there and take advantage of it!”

The IRS can't blame you if you're stupid... but get a good tax accountant. April 20, 2015

“I’ve fought the IRS three times and won every time.” Monte bragged. “They seem to get intimidated by creative work since it’s so foreign to what they do.” I was intrigued by the counter intuitive concept, that you could spend a lot of money on an idea in business and loose money, but that this could be a good thing from a tax perspective. “The IRS can’t blame you if you’re bad at business.” However, he acknowledged that the smartest thing he did was finally get an accountant. “I did my taxes for years, and then when I got Saul, I realized how I had been paying too much. A good tax accountant earns his money.”

Japanese businessmen don't tell you about their families April 27, 2015

Monte had many experiences with Japanese executives who were coming to the US to conduct business both with Sony and Suzuki . He also traveled to Japan for meetings. “When we went out for dinner meetings and at bars, the executives brought their mistresses. They did not bring their wives. Being a wife was a revered position and this did not include going out to restaurants with their husbands for business meetings." “I worked with one executive for several years, and one time he had to postpone a trip to LA. That’s when I found out that he was married and had two children. One of the children was ill. Until that point he had never mentioned his family.” No doubt, cultural norms have greatly changed in Japanese business since the 60s as more Japanese executives have moved to this country and accepted American practices. Yet, Monte’s insights suggest that the Japanese have an innate since of propriety and separation of business and family.

While we were doing PR for a real-estate company, Monte sent me on an errand to deliver a news release for approval by the young executive in charge of marketing. “How will I know who Todd is?” I asked. “Just look for the guy with the sweatiest palms in Charlotte.”

Monte could always turn a phrase.

Once we were assigned to video tape a series of employee interviews. The subjects were talking about their jobs and touring through an office. When we had finished the initial shooting, on what I thought was the run through or dress rehearsal, I asked Monte if he were ready to tape the final take. He replied. “No, we’re through. Amateurs only get worse. Professionals get better.” There’s a sort of charm or innocence on the first take with amateurs, which only becomes hackneyed and stiff with over-rehearsal. Later on in my career as I worked with professional actors and voice-over talent, I was constantly amazed how you could ask for a change on one word or phrase, which they could effortlessly make without losing what was already perfect. When I starting doing my on TV show in Belmont, I discovered that often I was able to drastically improve an improvised set up, on the third or fourth take. Perhaps Monte would conclude that I was losing my amateur standing.

Amateurs get worse; professionals get better. May 4, 2015

Monte let me have a try at writing copy for a brochure for one of our clients. For the life of me I can’t remember the subject matter or the product. But whatever I wrote was good enough for Monte to present it to the client, a middled-aged white businessman. The client praised the copy. Monte returned to tell me of the success, but he explained that he let the client believe that he, Monte, had written the material. “Why”, I said, “Because I’m a woman?” “No,” Monte said. “It’s because your 23 years old. No one wants a 23-year-old to write their copy.” Now, after a lifetime of working, I see that agism continues to be a stronger if more silent handicap than gender, no matter what we feminists might believe. Betty White notwithstanding, there remain strong prejudices for the young and the old in this country.

Age is always more of a hindrance than gender. May 11, 2015

Business is rarely life or death; flying often is. May 18, 2015

Much of Monte’s wisdom was gained from his love and work as a military pilot, a commercial pilot and a flight instructor. Most likely his ability to enjoy work and laugh so much was due to the fact that he had faced death in several flying situations. “These young Turks get all excited and act like a business deal is a life or death matter. After you’ve really faced a life or death choice, you know how to tell the difference.”

A great Monte flying story related to the end of his career as a commercial pilot. As a background for those of us who are not pilots, the flare follows the final approach phase and precedes the touchdown and roll-out phases of landing. In the flare the nose of the plane is raised, slowing the descent rate, and the proper attitude is set for touchdown. Monte love to laugh about the enthusiasm of young co-pilots. As Monte was older his eyes were correctable with glasses. But on one trip he had misplaced them. Discovering this after landing, the young co-pilot asked, "How did you know when to flare?" “I just waited till I saw your knuckles go white.”

Don't flare until you see their knuckles go white. May 25, 2015

The Eyes of a Tigress. June 1, 2015

Monte knew about brides. He had faced five of them. "At the altar, they get this wild look in their eyes, like a tigress after the kill. You can see it in every bride if you look."

Make all your mistakes early. June 8,2015

Probably not a Monte original but I heard it from him first. The point is that in most creative ventures - photography, art, shooting film - there are a multitude of mistakes that can be made. Hopefully once you make a mistake you will not repeat it. The worry is to be far along in your career and to have avoided a popular mistake that is lurking to strike. How much better to fall on your face as a rookie.

You can get out of any marriage, if you're willing to walk away with nothing. June 15, 2015

This needs no elaboration except that Monte knew as much about divorces as he did about brides.

If you commit murder there’s a good chance you’ll get off; if you steal money you’re going to jail. June 22, 2015

People always assume the worst about sex. June 29 2015

Wear motorcycle boots, the Heavenly Angels did. July 6, 2015

Hot coffee keeps you cool in the heat. July 13, 2015

Hot metal sets beautiful type. July 20, 2015

Don't bleed on the art work! July 27, 2015

Monte said that you could tell a lot about our values in the US by seeing how justice is served when the issues relate to human life vs. money. Through the years I have seen this rule upheld, when persons who were, no pun intended, dead to rights guilty of murder were acquitted, and others who were charged with fraud or in-sider trading were sentenced to prison. A notable exception are the crimes perpetrated by Wall Street during our modern crash. Perhaps Monte’s rule applies to individuals and not mega institutions where the government appears paralyzed to point a finger or prosecute.

Although I was married and had a child when I worked for Monte, I was admittedly very naive about people and their dalliances. Noteworthy in the early 70s, life, TV and the media were much tamer. But Monte worked to enlighten me about sexual mores and public sentiment about such. From Monte’s experience, people are quick to infer sexual alliances or behaviors, either from their need for their own fantasies or their own indiscretions.

Monte flew cargo plans in the South Pacific during World War II. He was only 17 when he enlisted so his memories were only of the adventure and the good times. He did contract malaria and he said the heat was often unbearable. But he reported they drank hot coffee to stay cool. I believe the science on this myth in unfounded. But if it helped the fly boys beat the heat psychologically, it’s hard to disprove.

about the old newspaper business, when stories were written on manual typewriters, copy boys ran the foolscap to the type room, hot metal was banged out and the presses rolled. Monte explained, that in those days, headlines were not written by reporters or editors. Headlines were the domain of the art departments, an issue having to do with layouts, size of stories, column widths, etc. These departments prided themselves on clever and provocative headlines. Monte’s particular favorite was when Phillip was engaged to wed Princess Elizabeth. The day before the wedding Phillip was awarded the title, Duke of Edinburgh. The art department couldn’t resist. “Phillip Makes Royalty on Wedding Eve”.

Monte loved to spin tales

Monte loved air shows, popular events in the wide-opened skies of the west. He was friend with many stunt pilots and wing walkers. One time to promote a show, Monte came up with the idea of crash landing a plane in the ocean off the California coast. He knew a daredevil stunt man who was game for anything, and they located an old plane. Monte arranged for a boat filled with reporters to be out in the water when the plane arrived. What Monte didn’t count on was that a guy, with his large pleasure boat was anchored in the appointed place for the stunt. As Monte related, “I called out to him. Hey, you need to move. I’m going to crash a plane there.” The boat owner called back. “Who are you? God?” The stunt came off, the pilot ditched the plane perfectly and stepped out on the wing to applause, before the fuselage sank. I don’t think Monte had a God complex, but he did enjoy being center stage.

"I'm going to crash a plane there."

Monte was still having type set with hot metal when I worked for him. There was a linotype company in Charlotte. I delivered typed copy (no fax machines yet) to this noisy place, and then returned later in the day to pick up the galleys. The linotype, hot metal process is linked more closely to Gutenberg, than to the way digital type is produced today. The operators would sit at clanky, Goliath machines and type the words, which were produced on “slugs”, pieces of lead. Then they would line up the rows of type, arranging them by hand, ink the block and print several galley sheets. Monte would laboriously cut apart these sheets, and using rubber cement, glue down the copy on white matte boards. These boards, the mechanicals, were then taken to a camera shop, when the boards were photographed in order to create negatives to burn plates for printing. The words those linotype operators set were beautiful, because they were literally hand crafted. By now those men have all passed, from natural causes or lead poisoning. Today our words are spontaneous, capable of being produced with little thought or care by everyone with a computer. Of course, Monte would have supported all the technical advancements in communications and design. He would have learned to do layouts on a computer and appreciated not having to use rubber cement, But I don’t think he would have given up his drawing table

It’s stands to reason that once a mechanical, the finished artwork, was completed, you were careful to keep it clean and undamaged. When a mechanical was photographed before printing any smuge would show. And…since all of the work with cutting the galley sheets and masks for photos used a sharp X-acto knife, injuries were possible. First rule in the art department, and in life - whatever happens, don’t bleed on the artwork!

Monte’s favorite epithet was to label people Philistines. This could apply to individuals or when referring to the great masses who were indifferent to cultural and aesthetic values. I was not up on my Old Testament, but historically the Philistines were sort of the go to villains. Actually the word evolved in modern American times to describe the uncouth person who is hostile to art, culture, and the life of the mind, who instead prefers the life of economic materialism and conspicuous consumption as the paramount human activities. Monte fought the good fight, but we may be losing the battle against the Philistines in the USA today.

Don't be a Philistine! August 3, 2015

When Monte was first looking for an assistant in Charlotte, he told the employment agency he wanted a person with a social science major, psychology, sociology and the like. He had determined that he could not find a PR person to his liking and that he would have to train an assistant. My degree in political science was acceptable. Advertising and PR departments abound at Journalism schools throughout the country. But I have shared Monte’s insight frequently. “I can teach people advertising and how to write a news release, but I can’t teach a person to be interested in people. Marketing is all about what makes people tick, and students who select to major in the social sciences give a damn about people.”

You can't teach a person to be interested in people. August 10, 2015

Monte said that he didn’t really learn how to teach until he became a flight instructor. When teaching a person to fly there is a step by step process, where each piece of information and skill builds on the last. “If you leave out a step or are unclear, a person can die,” Monte explained. “ An instructor must review in his mind the steps and make sure nothing is omitted.” Monte never taught me to fly, but he did teach me how to shoot still photos using his Yashica mat camera. In hindsight I incorporated his methodical approach with every camera I used in the future.

Teach as if your student's life depended upon it. August 17, 2015

Marketing research is always not obvious. Monte was working for a local dog food brand in California. The sales reports showed that in the poor communities the premium canned food sold more than the moderate and cheaper price points. “We finally figured out that people there were eating the dog food and that's why they bought the premium."

Marketing data is not always clearcut. August 24, 2015

I’m sure this is not a Monte original, but I heard it first from him. There are experts who say you need more. I wish I could have heeded Monte’s advice, since more than once I have started ventures that were undercapitalized and I really was never able to catch up. "So many business don’t make it because they just can’t hold on long enough."

You need six months of operating capital to get a business going. September 7, 2015

One of Monte's notable PR ideas was creating the Heavenly Angels for Suzuki, seven beautiful and tall (they had to be to ride the motorcycles) female models, who promoted bike safety in schools and gave a friendly, safe image to the motorcycle world. I always thought that people wore leather jackets to look cool on bikes. Monte explained that in addition to helmets, leather jackets, leather pants, and long boots are protective gear. When riding a bike your extremities are very vulnerable to scraps and burns. I cringe now every time I see a biker wearing flip flops and shorts.

Monte believed that when naming a company it made sense not to get too clever. “People should be able to know what you do from your name." There are significant modern exceptions to this rule. Apple comes to mind, but then there's Facebook. Monte’s point was that the average business person trying to promote a new venture should not make things complicated. While trendy bistros can have enigmatic names, Dan's Auto Repair should be direct. And, as you're starting this new business remember....

When you name your company tell people what you do. August 31, 2015

Use a "rep" to sell your creative work. September 28, 2015

Money changers need to look respectable. October 5, 2015

Respect your tools. September 21, 2015

Before you hire someone, ask them if they like to learn. October 12, 2015

You can keep a car going as long as the body doesn't rust. September 14, 2015

The Captain is always right. December 7, 2015

You can usually develop a product, but it's hard to create a need. October 19, 2015

Hitler knew his PR. October 26, 2015

A crooked forefinger signifies creativity. November 2, 2015

No one remembers Monte Blue.* November 23, 2015

Good packaging sells the drumstick. November 16, 2015

Disney didn't even give me a kiss. November 9, 2015

Never drink alone. Of course I'm a Mormon, and Mormons don't drink. December 14, 2015

It's easy to trust when you know whom to trust. December 28, 2015

Don't pay for the other guy's education. November 30, 2015

Plan an event the best it can be, and never have office parties with alcohol without inviting spouses (partners, steadies). December 21, 2015

Monte witnessed early Disneyland.

Monte was woking at the LA Examiner when rumors were flying about Walt Disney's plan to open an amusement park. Skeptics couldn't figure out how a Coney Island in California could work. Even Coke and Pepsi wouldn't go in on the deal. Walt had to get a local California cola company for the concession contract. In typical Disney style most things about the new park were secret. But then one day, the newsroom had a group of unexpected guests. "Suddenly all the characters we had known as children came to life. They descended on the newsroom, Pluto, Donald, Snow White, Goofy and of course Minnie and Mickey, dancing and playing." Monte said. (Remember, in those days no one had ever seen a costumed-character, other than a circus clown.) "The place went wild. Even the most cynical reporter got caught up in the fun. We knew then that Walt's idea was going to be a success." Coke and Pepsi eventually wanted to play too.

LA Skies rain for "Pappy" Boyington

Monte loved Pratt

Monte knew how hard it is for creative types to market their own work. He even had written a book about pricing artwork. Yet when he was a young artist he hit upon the idea of representing his own work as that of an imaginary artist, Paul Sanger. "I was the rep for Paul." Monte explained. It was much easier to get the commissions and negotiate prices. And, if the client's didn't like the work, I just said that Paul had an off day and I would talk to him and get it corrected."

After the War, Monte attended Pratt Institute in Brooklyn, NY to study art and design. He adored his alma mater, and always spoke with fondness about the classes and instructors. He regularly mentioned his instructor for his lettering class. In that era students learned to hand letter. "Of course to be real artists, we went into the city in the evenings to draw at the Art Students League. We acted like the old French masters and used rye bread for erasers, until it started attracting mice."

I've been on a lot of job interviews recently, yet no one has asked me if I like to learn. This was always one of Monte's key questions. "You can find out a lot about a person with this question." "Everyone likes to learn," I stated. "On no. You'd be surprised at the answers. "What do you want me to learn?" "I don't have much time anymore." "I really never liked school." If you're hiring, ask your applicants. You may be surprised at the answers.

Have you ever noticed how nice bank lobbies are? Everything is clean and orderly. And all the employees are dressed neatly. The atmosphere is calm, quiet and professional. Monte stated that this was no accident. "It's not because they want you to trust them with your money. "Read your Bible," Monte instructed. "Money changers are not well regarded. They don't make a product or provide a service and that's why they use everything in their PR arsenals to distance themselves from the basic fact that they are modern money changers."

Monte prided himself on maintaining anything mechanical and cars were no exception. He applied his knowledge of aircraft maintenance to automobiles. "After three years there's nothing original about a commercial airplane except the body. They are constantly replacing every part." Of course rust is not as large a concern in Southern California as it is in snow land.

Monte was meticulous with his art materials and his art tools. He was particularly proud of his sable brushes that he had owned since art school in New York. Monte was one of a dying breed of art directors who practiced the craft hands-on. Today art directors work with computers and programs, never touching T-squares, rubber cement or knives.

Monte explained that his mother named him after Monte Blue, a matinee hero of silent films. Monte Blue's first role was as a stunt man in Birth of a Nation. In his later career he moved on to character roles. Monte's mother also gave him the middle initial 'J" which stood for nothing. Monte spoke infrequently about his mother, although I recall only fond references. "My mother fainted when I returned from the War. She didn't recognize me." "She used to make this homemade tomato soup. It was like carbolic acid. Burn your insides out." I can't remember anything about Monte's father or any stories. This is very noteworthy to me as a therapist and now I would like to know more about this relationship. *Monte Blue, although unknown to the average fan today, is remembered by the industry and has his own star on the Hollywood Walk of Fame, at 6286 Hollywood Blvd.

Monte loved good packaging. He had studied the classic aspects of package design at Pratt and was quick to point out the science and art of this field that laymen take for granted. "Packaging sells the drumstick. Easy to eat, with a built in handle," he explained. "It's not the dark meat that closes the deal." Which, of course, explains the extreme popularity of chicken wings in modern times - packaging AND white meat.

One day Monte held up his hand and said that a palm reader told him that his forefinger, which jutted at an angle toward his middle finger, signified creativity. I doubt if this has scientific validity. Actually, Monte's hands were the one incongruous part of his otherwise commanding size and demeanor. His hands had a delicate, artist's quality that gently moved over art work or held an ink pen. He also had a mannerism using his hand to sweep across his face and brush back his thick hair while he was talking.

This has been an adage for marketing practiced large and wide by such companies as Proctor and Gamble. The premise is that if one can determine a need, it is usually possible to invent or create a product that fits the need. The opposite is more difficult, hence the reason amateur inventors often come up with novel products but can't understand why they don't make money with them. Recently this marketing rule is being challenged, as technology and instantaneous communications are revolutionizing the way the public learns about products. The new thought is that technology may discover needs we didn't know we had. Monte would love to have been in the fray.

Monte was involved with a California Congressional campaign for World War II hero, Greg "Pappy" Boyington. Boyington was a Marine fighter pilot in the Pacific, a POW, and was awarded the Congressional Medal of Honor and the Navy Cross. A TV show in the 70s, Baa Baa Black Sheep was based loosely on his command of a fighter squadron in the Pacific during the War. "There were so many candidates running in that race that there was a black out with the newspapers and TV stations. We couldn't get any coverage. So we decided to plan a raid," Monte explained. "We located several small planes and bombed leaflets for Pappy over the District. The next day the headlines read, 'Skies rain for Pappy Boyington'." "We only got a few negative calls. A bunch of leaflets fell in some guy's pool, but we sent volunteers to clean it up. There's always a way to get coverage."

Public relations can have a dark side. Monte respected the power of public relations, most likely because he had lived through and fought in WWII, so he was not hesitant to point out how the Third Reich used PR techniques to sell themselves. As Monte sited. "In propaganda footage Hitler was always seen addressing large, enthusiastic crowds. He also had the best German designers create insignias and uniforms that marketed terror, authority and obedience." An informed public needs to know when they are being manipulated for the better or the worse.

Monte was a Disney fan. But he laughed about his first trip to Disneyland with his family and relatives. We had a crew of three or four adults and maybe four kids. When we left that day I realized that those guys were good. The had hit me for several hundred dollars. (Inflate from the sixties) "And they didn't even give me a kiss."

Monte was always generous and open with people at first blush. But once he determined that a person's motives were unscrupulous, he did not waste time in breaking ties. "I didn't pay for that guy's education," was his standard kiss-off as he disengaged from an unfortunate business dealing.

Monte may have been raised as a Mormon and he never drank alone (that I'm aware of) but he did imbibe at any social gathering and of course on Cold Duck Fridays, a tradition for the office staff on Friday afternoons, which included drinking Cold Duck, a sparkling wine. (Yes, this was early 70s.) Nevertheless, Monte, with a slight twinkle in his eye, loved to announce to people who did not know him, "I'm a Mormon and Mormon's don't drink.

Monte explained the heirarchy in an airplane. The captain reigns supreme, which is why there is so much riding on his shoulders. I have no doubt that Monte's love of flying and legends gave me early on a high respect for pilots. But this admiration has only grown through a lifetime. I would be hesitant to let any unknown surgeon cut me open, but I blissfully board any major carrier to fly across the country, knowing that the captain in command is skilled, physically able and tested regularly to get me there safely. And as Monte said, "He's got to be careful. He's up front. He's going to die first."

A major activity in public relations work is planning and executing major social events. Early on Monte taught me how to plan and then coordinate the multiple activities for these affairs. "If there's going to be drinking at a company party, always invite the spouses," Monte held. Once when I was presenting a plan to him, I added as an aside that I really wanted to have a particular activity, but that I knew it was too expensive for the budget. "No. Put it in the plan. Make your plan as if the sky's the limit. There will always be time to cut back, but start out with dreams as big as you can dream them."

Monte had a lot of rules for life, but I think the most profound was a response to my thoughts one day, when, as only a 24-year-old can, I was pondering the heaviness of life. "It must be hard, after you've lived a while and met so many underhanded people. Seems like you wouldn't want to trust anyone." "On no, it's just the opposite. After you've lived a while, you know whom to trust, and you can go all out."

Monte J. Curry was bigger than life.

Over six foot two and around 225 pounds when I knew him, Monte drove a massive, 1970 Mercury station wagon which was able to transport him, and his ample persona and credentials. Monte's credentials included being a classically trained artist, designer and writer, a news paper man with the LA Examiner, a WWII pilot and later a commercial captain, and an accomplished California PR practitioner, who had worked with major clients

including Sony and Suzuki. But more than this, Monte was a student of life. My first paying job was in Charlotte, NC, as a "leg girl" (a sexist, sixties Mad Men term for a PR assistant who ran errands around the city) for Monte Curry, who had relocated his family from LA to find cleaner air and more water resources. In the next two years under Monte's tutelage I learned how to write and shoot

photos, but as important was learning Monte's insights on human behavior. Throughout my life I have quoted Monte's Rules, which have stood the test of time. Now I am sharing them in this calendar blog with truisms for a year of wisdom. Each week there is a profound Monte truth that can fit a multitude of life experiences. I predict that by July, you will be quoting Monte too.

Now after working as a therapist I have consistently seen that Monte was astute in this observation. It is all about us and we can't help but share ourselves, even in casual cocktail party conversations. When you listen, as Monte did, you can learn a lot. Particularly when you listen to yourself. Monte's lesson is that you want your first 15 minutes to continue to change as you grow and risk new adventures.