• Skip to main content

Chris Perez

Marketing Leader and Transformation Strategist

  • Work
  • Articles + Interviews
  • Speaking
  • About
  • Contact

Writing

The New Year’s Word

December 29, 2019 by Tolly Moseley Leave a Comment

When New Year’s approaches, I often think back to this article from Tolly Moseley. Written for the January issue of Citygram, it was the first time I was introduced to the concept of choosing a New Year’s word – rather than a resolution. As Tolly describes here, the New Year’s word is meant to be a guide for cross-roads decisions that we may encounter in the year ahead.

Last year my New Year’s word was “confront.” That word, which was surprisingly controversial to some – I suppose because the word carries a weight of negativity – was a great albeit tough guide last year. Immediately, it allowed me to speak up when something bothered me, or when I felt an energy boundary was crossed. In years past, these types of things were often perceived, but I would dismiss them in hopes that I was misreading a situation – but often times that initial subconscious feeling proved correct. The word also helped me make one of the biggest decisions of my life, and confronting a few realities that I needed to accept.

After getting back on my feet the past few months, I’m inspired by the coming year and the decade ahead. The year 2020 brings feelings of positive energy just by looking at its simplicity and repetition in type. And entering the decade of the 20’s, brings with it a feeling of excitement. With what I hope is a year of fulfillment ahead, my word this year is ‘develop.’

The definition I’m drawn to is one that reads “move one’s pieces into strategically more advantageous positions.” Which sounds precisely how I should focus my energy after a year of transition. With that all said, here is Tolly Moseley’s original essay, published in Citygram Austin in January 2014.


I have known exactly one person in my entire life to keep a yearlong commitment to his or her New Year’s resolutions. That would be my husband, circa 2006, who resolved to make soup for himself every Sunday.

“Every Sunday?” I questioned him skeptically at the time.

“Every. Sunday,” he replied decisively.

And with that, pots of French onion, clam chowder, split pea with ham, split pea without ham, and stews of every order simmered on our stove each weekend. He made 52 soups in total, and no, he doesn’t have obsessive compulsive disorder. Nearly all of them were good except for an admirable venture into the territory of experimental gazpacho, because despite its fabulous name, avocado gazpacho is disgusting.

But this kind of behavior concerns me. I guess I believe that resolve should bend to the curves of one’s life events, rather than soldiering forward come what may. Ok, I admit – I loved eating all the soups. However, New Year’s resolutions never worked for me in quite the same way, inspiring several lame riffs on their basic theme. There were the “New Year’s wishes” during college (“for 2002, I wish Alex Fisher would profess his love to me”) and then the more high-minded “New Year’s goals” shortly after (“for 2004, I plan to get into Cornell, Berkeley, and Stanford for grad school”) until I finally realized that I was kind of setting myself up for failure. As it turns out, involving boys or grad school admissions panels in a New Year’s resolution rarely ends happily.

But four years ago, I started a tradition called “the New Year’s word,” and that – with both its loose boundaries and simultaneous anchoring quality – has stuck.

It works like this: instead of a New Year’s resolution, you pick a word. One, single word, no proper nouns allowed. It also helps if this word isn’t secretly intended to function in a Law of Attraction-esque way, like “prosperity” or “partner” (basically, if it begins with the letter “p”…be wary). I tend to go for verbs, but that’s just a personal preference – the New Year’s word need not dictate parts of speech. Here are some past examples: 

2010: Balance

2011: Openness

2012: Evolve

2013: Create

You’ll notice how lofty these are. O Magazine-like. Please do not feel the need to make your New Year’s word as corny as mine if this is in fact the route you go.

Anyway, each year the New Year’s word has paid off in some cool way. In 2010, I got a work-from-home job and also stopped going out so damn much. No commute, less hangovers! In 2011, I discovered aerial silks and haven’t stopped. In 2012, I quit my job to write full time. And in 2013, I choreographed some aerial pieces, started a podcast with my friend, and…got pregnant.  

I just realized that the above paragraph reads like an obnoxious little list of personal victories. Forgive me: what it’s intended to reveal is the framework for how the New Year’s word works. If you have a fork-in-the-road decision to make – say, whether you or your partner should go off birth control – the New Year’s word is here to help you. “What am I doing this year? Oh yeah, creating! See ya, IUD!”

Now, the New Year’s word is not magical. In the past few years, I have also: over drafted my bank account, set my shirt on fire while cooking (again in the “create” year), wondered if I was boring, experienced jealousy, forgotten important dates, been an asshole, and miscarried. So it’s not a cure-all, this New Year’s word, but simply a kinder, gentler way to approach the whole project of New Year’s resolutions. There’s room to fail, and that is liberating.

Wheeling back around to the words themselves, I’ve decided that mine this year is both old-fashioned and fraught with tension. Here are the questions it inspires: “did she lose it? Is she trying to get it back? Did someone betray her?”

The word is “trust.” And the circumstances surrounding it aren’t all that juicy. It’s more like I’ve having a hard time trusting that my pregnancy will be flawless, that I’ll be able to manage work and a baby, that I am not actually deeply narcissistic rather than instinctively maternal, that, well – you get the idea.

Perhaps the New Year’s word then is, like soups, the thing that you crave. A response to the last year’s foibles, and – I’m squirming as I say it! – an intention. Your background music for the year, your twelve month tone, and if not a classic resolution, a field of possibility. And while it may wear the guise of self-helpiness, truly, the New Year’s word is a pragmatist’s best friend. It doesn’t underline hard goals, but it does follow rules: no manifesting, no multiples, and most importantly, no p’s.

 So what’s your word?

Tolly Moseley

Writer, Editor, Aerialist

Tolly Moseley is a freelance writer, editor and journalist living in Austin, Texas. Her work has been published with The Atlantic, Salon, Austin American-Statesman, and more.
Before becoming a writer, Tolly worked as a large waving costumed bear named Muffy, a coffee runner at a fashion PR firm in Italy, a children’s yoga instructor, a classroom assistant in rural India, a college composition teacher, a restaurant columnist, a waitress, a public radio intern, a food show co-host, and a literary publicist. She is currently Director of Communications for The Kindness Campaign, and a professional aerialist.

    Filed Under: Writing

    MEI shuts down suddenly after 28 years in publishing

    January 11, 2019 by Chris Perez 3 Comments

    In a seemingly sudden move, MEI opened the year by officially announcing that the company was filing for dissolution. In an official statement sent to current MEI clients, chairman Lee Silverman stated that “After almost three decades of strong success, MEI has confronted difficult financial challenges that forced the company to cease many of its operations this month… the current plan is to wind down daily operations and work closely with our quality partners and other system integrators to transition customer relations and support for long-term success.”

    “MEI has confronted difficult financial challenges that forced the company to cease many of its operations this month.”

    This is significant news in the publishing arena, as MEI (formally Managing Editor Inc.) has a long history in publishing, particularly with its status as the product developer of TruEdit, and the major North American distributor and software integrator for vjoon K4 software and Twixl Publisher. With a current list of clients that include Condé Nast, The Washington Post, National Geographic, and the Los Angeles Times, this is a significant event in a tumultuous decade in digital publishing.

    Twixl Media responded by announcing the termination of their partnership agreement with MEI. In an email to current clients, Marketing Manager Laurent Gerniers states,“We were recently informed that MEI filed for dissolution at the end of last month. Consequently we have decided to terminate our partnership agreement with them… this situation has no impact at all on your current Twixl subscription, everything will keep on working like it has automatically. Our company is not affected by this situation, so there is no impact on the continuity of our own activities. When the time comes to renew your current subscription, you will be able to deal with Left Right Media that will be in direct contact with us now. That way we can guarantee you continuity.”

    We’ve worked with MEI almost since our inception. As independent publishers and developers in Adobe DPS (Digital Publishing Suite), AEM (Adobe Experience Manager) Mobile, and later Twixl Publisher, our expertise and reputation for innovation has long been valued as a trusted custom development partner. We regard Mark Wasserman, former General Manager of MEI, as a dear friend and someone who we’ve grown with as the publishing industry has adapted to the announcement of the iPhone in 2007, and the iPad in 2010.

    The release of the iPad, in particular, was a milestone that signified the start of the digital publishing revolution. Consumers in pursuit of an experience showcased by digital magazines designed in Adobe DPS, and publishers excited to deliver that experience through a re-imagination of their products, created the two-way demand needed to ignite the movement. Adobe, as the software developer of the primary tools both in the print and digital space (Adobe InDesign and Digital Publishing Suite), was in the best position get this right. To its fault though, Adobe never understood the magazine industry enough to figure out a solution that would seamlessly bridge and unify publisher’s content development workflows. Publishers on the other hand, with their small teams, tight budgets, and promise to deliver content according to an inflexible release schedule, would be too constrained to invest in the resources necessary to develop a maintainable workflow. In the advent of mobile web, mobile content, and social media, there simply was too much for publishers to react to and test – especially in a climate of dramatically declining revenue – to get it all right. This is why so many publishers (and the software companies that developed solutions for them) have closed, failed, merged, or downsized their operations in the past eight years.

    “Left Right Media is looking forward to continuing support for all of our current clients on Twixl and for those needing support through the dissolution of MEI.”

    Fortunately, the industry has slowly started to settle on a few reliable models for the holy grail of success in both print and digital monetization. Those who have made it work have managed to develop successful new products, subscription tiers, workflow automations, and their own community of demand. Most notably, the successful ones were able to build a new organization workflow complete with new roles and responsibilities to their companies through their own direction or through partnerships with key creative partners like Left Right Media.

    Having been a part of it all (as both publishers and solution-providers) we are here to help content creators who are still navigating these waters – especially in light of the new solutions they may need given Adobe DPS’s approaching end of life this August, and the sudden closure of MEI. For cross-channel publishers in need of an app distribution channel, we believe that Twixl Publisher remains as the only viable market solution priced for small and medium-sized publishers and enterprises (a great option for those needing to migrate from Adobe DPS). We are looking forward to continuing support for all of our current clients on Twixl and for those needing support in integration, design, custom development, training, and/or workflow optimization for Twixl through the dissolution of MEI

    We know however, that every company is unique, in need of their own solutions set within their own constraints and dependencies. So, please reach out to our team below if you’re looking for answers or migration support and we can discuss the options that might be best for you. Our goal is to help everyone maintain their current content release cycle, and we are working closely with our network to be able to respond to this news at scale.

    If on the other hand, you are a growing company and looking to hire a person or team with great experience in the industry, from engineers to developers to account executives to general managers, a tip I’d offer you is to do a search on LinkedIn for anyone who has been employed at MEI. There’s a stellar talent pool out there that I would vouch for, and would be delighted to provide personal recommendations for.

    Chris Perez
    CEO / Creative Director, Left Right Media

    Filed Under: Industry, Writing

    Why the New Austin Public Library will Make You Fall Back in Love with Austin

    October 29, 2017 by Chris Perez 4 Comments

    The new Austin Central Public Library opened yesterday and it is our city’s masterpiece.

    The new Austin Central Public Library is our city’s masterpiece.

    “It’s six huge floors!”

    “There’s all these places to sit and work.”

    “There’s 360° views everywhere.”

    “When did these running trails open?”

    These were just a handful of the rave reviews I could hear others tell their friends about the library as they wandered through the over 200,000 square foot facility – led by architecture design team Lake|Flato and Shepley Bulfinch.

    Over 10 years in the making, the $125 million dollar project is a modern placemaking achievement. Once Jeff Bezos and Amazon see this place, I’d bet the chances of Austin hosting HQ2 are going to shoot way up. I hear they like books.

    In the age of the internet, streaming content, and Amazon Kindles, the word “library” doesn’t carry the intrigue it used to. Most conversations I’d have about the new library development project would carry a lingering disinterest. “What’s the point of a library anymore?” “What are they going to do differently?”

    The new Austin Central Public Library is Austin’s best new co-working space.

    The newspapers would say “the new library will provide access to digital information, technology and community resources,” while the project was underway. But there was always so much vagueness to that marketing language. What does that mean exactly? And why will I (or anyone) care?

    All those questions were answered just moments after walking through the glass doors.

    Lounges and Reading Porches

    The cramped and dimly lit library spaces of past generations have been replaced with natural light, reading porches, and sprawling lounges.

    The library spared no expense in outfitting the space with some of the most functional and acclaimed furniture pieces. Bertoia. Panton. Eames. They’re all here and they all work. Walking through the space, it was impressive how naturally the hundreds of first-time vistors settled in – and used the space exactly how it was intended.

    Every floor was outfitted with a unique space. On one floor, you’d find kids reading books on knit stools, or constructing creations of their own with Legos. Another floor featured a Teen Zone, that serves as a teens-only club filled with games and gathering space.

    Co-Working

    The conference rooms are on par with Austin’s largest tech companies.

    The new Austin Central Public Library is Austin’s best new co-working space. Each of the six floors houses several “Shared Learning Rooms” that you can reserve for work and study. Furnished with glass whiteboards, Yves Béhar’s Sayl Chairs, 60″ televisions (connected to an Apple TV), and video conferencing equipment, the conference rooms are on par with the working spaces you’ll see at some of Austin’s largest tech companies (Home Away, T3, Capital Factory, Calavista).

    Views

    The best views of the city are here, and they’re breathtaking

    The perimeter of every floor has access to the best views of the city. The structure creates viewpoints and vistas that make you step back and realize how big this city has grown, and how remarkable it has become. They’re simply breathtaking.

    Access

    One of the best things about this new public building is the access it provides everyone. There are laptop vending machines where you can checkout a Chromebook or Macbook Air. There’s a “Technology Petting Zoo” where you can try out the latest new tech devices – on display today was a PS4 VR headset, Makerbot 3D printer, Google Home, and more.

    The computers, internet, and access that we often take for granted is right here available to all. And already you could see people engaging with their curiosity.

    A New Downtown

    Perhaps most critically though, the new Austin Central Public Library adds value and excitement to the city. The adjacent Butterfly Bridge offers connectivity between the Seaholm and 2nd Street districts. New running trails and lush landscapes surround its base, and the city feels brand new again. Downtown Austin has its new cornerstone piece.

    The Austin Central Public Library is a landmark achievement in vision and execution. I encourage you to go and discover it, and be a part of a significant piece of our city’s development. It’s a textbook example of what’s possible in community building and placemaking.

    And it will not just get you to go to the library. It will get you to fall in love with the city all over again.

    Austin Central Public Library

    710 W. César Chávez St.

    Hours
    Monday – Thursday: 10AM–9PM
    Friday – Saturday: 10AM–6PM
    Sunday: 12–6PM


    Photography and Writing by Chris Perez

    Filed Under: Design in Austin, Writing

    Learnings from the 2017 WP Engine Summit

    October 2, 2017 by Chris Perez Leave a Comment

    Our agency primarily works in WordPress for the websites we develop for our clients, and those websites are primarily hosted by WP Engine.

    This past weekend, Austin hosted the 2nd Annual WP Engine Summit

    WP Engine (headquartered here in Austin) is a WordPress optimized hosting platform that was actually bred through local technology incubator Capital Factory, just over seven years ago. Last week, the now over 430 employee organization held their annual WP Engine Summit —a two and a half day event that connected and informed developers and agencies using the platform about what’s next.

    Our entire team went to the conference and left energized enough to share the experience.


    Photo cred: @karimmarucchi

    Here’s what we learned, who we met, and some of the trends and ideas people were talking about.

    Personalization is the next frontier

    As technology becomes more and more pervasive, the digital experience needs to become the human experience. The whole reason we (as users) care so much about storytelling is that we are now so immersed in digital that we crave a more personal touch to the work and the content we see.

    The digital experience needs to become the human experience

    Content and interfaces that change based on a user’s preferences or conditions (whether they are viewing content on a smartphone, while aboard a rideshare, or during a particular time of day) will become more pervasive and allow marketers to adjust the conversation they have with their customers. Those who apply personalization layers successfully, with an authentic value-add to the consumer, will be the winners of the user experience.

    The need for security transparency

    How do you personalize without being creepy? It comes down to transparency, choice, and -according to the Engineering Personalization panel – a good use of your common sense filter.

    Just because you have data, doesn’t mean you should use it

    Sean Brown (CTO of Organic Inc.) noted that just because you have data, doesn’t mean you should use it. Instead, consider where your consumers are in their customer journey first. Don’t ask them to make commitments too soon, and focus on earning their trust.

    As our devices literally become embedded with our fingerprint, voice, and face data, there’s going to be added scrutiny from the consumer on the brands they talk to. That’s why it’s going to be crucial for businesses to deliver on security, and keeping on top of new technologies to support their user’s best interest.

    Apple is trying to emerge as a leader here with their recently updated (and very consumer-friendly) privacy page, probably in response to the questions, they are facing with FaceID.

    The panel of Engineering for Personalization. From left: Moderator Monica Cravotta; Sean Brown, CTO of Organic, Inc.; Nick Bhavsar, SVP of Marketing at Get Smart Content; Thomas Prommer, Managing Director of Technology at Huge. Photo cred: @thomas_prommer

    AI is great, but human intuition prevails for now

    It’s hard not to fear the power of AI and the effects it may have on our jobs – there’s even a site about the likelihood of a robot taking your job – but there’s still time before the robot apocalypse. Even though AI is improving – how good are those new Spotify Time Capsule playlists? – studies do show that there are still several areas where people are uncomfortable with AI calling the shots (health and finance rank highest among users today).

    For areas where users are more comfortable with AI (such as content recommendations), marketers and developers can still rely on the powerful tools of their feelings and intuition. Great campaigns and innovative experiences still need great (human) minds and instincts.

    Partnerships are the new business

    Nearly every agency we met had been acquired or a result of a merger from another agency. Given the pace at which paradigm-shifting technologies emerge, it’s easy to understand why; how many millions of people will soon have powerful AR devices in their pockets with the release of the iPhone 8 and X?

    Working together is going to be an essential business faculty

    This way of working fits right into the Summit’s theme of “The Future is Open” and the idea of open source – which itself can be viewed as one large partnership of developers wanting to participate and collaborate with you. As the scope and scale of our clients’ needs expand, working together is going to be an essential business faculty.

    It’s all about the block chain. And people are still trying to figure out what that exactly means

    Get a group of developers together for an evening happy hour, and someone is bound to utter the words “blockchain.” The technology buzzword of the moment is something people are largely still trying to understand and figure out.

    What exactly is it? What companies and industries are going to use it first? And how will it affect marketing? We’re still trying to answer that, but it’ll become easier as more people start the conversations and ask the basic questions.

    Here’s an article we read recently that helped give some context to our conversations.

    How do you speak to millennials and who the heck are they anyway?

    Jason Dorsey, the incredibly energetic Co-Founder of The Center for Generational Kinetics, kicked off his presentation by setting the record straight on Millennials: they’re not all in their mid to early 20s. Millennials actually include anyone born between 1977 – 1995, or 22-year-olds to 40-year-olds. The most impactful event to happen in a Millennial’s lifetime is 9/11. If a person was too young to process 9/11 and its effect on the world, they are not a Millennial — they are Gen Z.

    It’s important to know your generational audience and tailor your strategy to fit their consumption habits

    Here’s the breakdown of generations by birth year:

    Gen Z: 1996-Present
    Millennials: 1977-1995
    Gen X: 1965-1976
    Baby Boomers: 1946-1964

    As marketers, it’s important to know your generational audience and tailor your strategy to fit their consumption habits.

    For example, Gen X (1965-1976) uses the Internet primarily as a source of information, while younger generations — primarily Gen Z — use it for entertainment. Gen X might respond better to in-depth blog posts, while younger generations would connect more with social media video content.

    Every generation associates the Internet with connecting and communicating with others. There was so much information here to make its own blog post, which we will follow up with very soon.

    Roy Spence and Leonard Cohen

    The Summit closed with an empowering talk by Roy Spence – the founder of advertising powerhouse GSD&M. Speaking seemingly stream of conscious, Roy discussed the beginnings of GSD&M (a band of his UT friends launched the advertising company on a whim with the help of a $5,000 loan that Roy later learned the loan officer co-signed on), and a few of the firm’s finest moments (from collaborating with “the givers” to shoot a hurricane relief spot with five former presidents in 48 hours, to the moment Southwest stood by its principles and decided to not charge baggage fees despite the industry movement).

    Interspersed with these stories, where many tidbits of wisdom and good advice…

    There are 2 types of people – honey and vinegar. Honey gives. Vinegar takes. Be honey. Surround yourself with honey. @royspence #wpesummit

    — Stephanie Capouch (@scapouch1) September 29, 2017

    “We don’t have time in life to have purpose only on the weekends.”—@royspence of @GSDM speaking at #WPESummit pic.twitter.com/lF0kG8sQSR

    — WP Engine (@wpengine) September 29, 2017

    “Don’t spend your life being average at what you’re bad at. Spend your life being great at what you’re good at.” @royspence #WPESummit

    — Left Right Media (@leftrightatx) September 29, 2017

    Roy delicately shifted his talk to the importance of purpose, and the country’s need for purpose inspired leaders. Noting that “if purpose inspired strategies work for business, then it should work for our politics.” Then came Leonard Cohen.

    To demonstrate what purpose sounds like, Roy queued up the above video of a Norwegian quartet singing “Hallelujah.” “If you’re a purpose-inspired business,” Roy noted, “then you should know the words to the song… listen… stand up when it’s your turn… and know it’s beautiful when we all sing together.”


    Thanks to everyone we met for the great conversation, and thanks to all the speakers, organizers and the entire WP Engine squad for putting together such a great event.

    Looking forward to the next one.

    Filed Under: Design in Austin, Writing

    Copyright © 2025 · CHRIS PEREZ · Log in