Dictation: Midlife crisis needs a rebrand

hyunsik-yoon commented 1 year ago

https://www.youtube.com/watch?v=pnl5LUiAfd0

Expressions

salt-and-pepper

used to describe hair that is a mix of white or gray (salt) and black or dark brown (pepper) hairs.
ex) "The actor's salt-and-pepper beard gives him a rugged and distinguished look."
ex) "I am also a white guy in his 40s with receding salt-and-pepper hair."
- receding: 후퇴하는. (앞머리가 점점 없어지는 모습을 표현. 남자의 hairline을 말할때 쓰는 자주 용어임)

dawn on somebody

suddenly become aware of something, often after a period of confusion or lack of understanding.
ex) "It dawned on me that Jim Morrison, one of my heroes had died at age 27."
ex) ""As I looked around the room, it dawned on me that I was the only one who had misunderstood the instructions."

live to (some age)

reach a certain age or to survive until a particular time or event
ex) "I realized that if I were to only live to 27, I was already halfway there."
ex) "My grandmother lived to be 96 years old, and she was still active and healthy until the very end."

I am halfway there

반쯤 왔다.
ex) "I've saved half the money I need for my dream vacation, so I'm halfway there!"
ex) "I realized that if I were to only live to 27, I was already halfway there."

funk

a strong offensive smell
a state of paralyzing fear, depressed state of mind
ex) "My dad's death put me into funk again."
ex) "I hate rainy days - they always put me in a funk. I usually I listen to upbeat music to help me get out of my funk."

come to

reach a particular state, meaning, or understanding over time
ex) "That is not what the term mid-life crisis has come to mean in our contemporary culture."
ex) "She finally came to the realization that she needed to find a better-paying job."
ex) "As I learned more about the subject, I came to appreciate the complexity of the issue."

leave ~ for ~

~ 때문에 (누구를) 떠나다
ex) "Your husband is leaving you for a 25 year old yoga instructor."
ex) "I can't believe that after all those years together, she's leaving you for her co-worker."

off

used when something is wrong or not quite right
ex) "They might know that something's a little bit off with their business."
ex) "The soup tasted a little off, so I asked the waiter if it was fresh."
ex) "The timing of the announcement seemed a bit off - why would they release such important news on a Sunday?"

put a finger on ~

identify or specify something precisely or accurately
부정문으로 쓰는 경우가 많음
ex) "I can tell something's bothering her, but I can't quite put my finger on what it is."
ex) "He knew there was a problem with the machine, but he couldn't put a finger on the exact cause."

misnomer

오칭 (틀린 이름)
ex) "It's very possible that this term, mid-life crisis, is just a misnomer."
ex) "The term 'white lie' is a misnomer - lying is never really 'white' or harmless."

hyunsik-yoon commented 1 year ago

1

i am a brand strategist and a designer. i am also a white guy in his forties with receding salt-and-pepper hair who drives a fast car.

the very first time that i have felt painfuil grip of mid-life crisis was in 1984 i was 13 sitting in my record, listening to Door's record and it dawned on me that Jim Morrison, one of my heros had died at age 27.

in fact, a lot of artist hero dies at 27. this was not good because i was 13 and a half i realized that if i would only live to 27 i was already halfway there

for a couple of weeks, this put me into a real slump.

my next mid-life crisis came when i was couple years at a college i guess i was halfway to fifty at this point, which by the way is the age at which a lot of heroes had died young.

but 50 is not what bothered me at this time.

salt-and-pepper

used to describe hair that is a mix of white or gray (salt) and black or dark brown (pepper) hairs.
ex) "The actor's salt-and-pepper beard gives him a rugged and distinguished look."
ex) "I am also a white guy in his 40s with receding salt-and-pepper hair."
- receding: 후퇴하는. (앞머리가 점점 없어지는 모습을 표현. 남자의 hairline을 말할때 쓰는 자주 용어임)

dawn on somebody

suddenly become aware of something, often after a period of confusion or lack of understanding.
ex) "It dawned on me that Jim Morrison, one of my heroes had died at age 27."
ex) ""As I looked around the room, it dawned on me that I was the only one who had misunderstood the instructions."

live to (some age)

reach a certain age or to survive until a particular time or event
ex) "I realized that if I were to only live to 27, I was already halfway there."
ex) "My grandmother lived to be 96 years old, and she was still active and healthy until the very end."

I am halfway there

반쯤 왔다.
ex) "I've saved half the money I need for my dream vacation, so I'm halfway there!"
ex) "I realized that if I were to only live to 27, I was already halfway there."

next: https://youtu.be/pnl5LUiAfd0?t=85

hyunsik-yoon commented 1 year ago

2

it was 35 because that was only 10 years away and i knew once i hit 35 i was over the hill. that put me into funk again for short time.

my next midlife crisis though came at 40 and a half. i had successfully crossed the threshold of 40 with very little drama or chaos i was proud of this

but then one beautiful December morning, my dad died. suddenly and unexpectedly. there's my dad. 66 and in great health and he was just gone.

and that was so tough because now one of my greatest hero if not greatest hero was gone but also i was for the first time really looking death in the face and seeing it stare right back at me.

ok. if you're thinking yourself this guy sounds a little confused about what a mid-life crisis is you're right but so are you because mid-life crisis doesn't mean what you think it means

by definition, mid-life crisis is a dip in a person satisfaction with their life and in their self-confidence.

this dip happens about halfway through our life expectancy.

https://youtu.be/pnl5LUiAfd0?t=157

funk

a strong offensive smell
a state of paralyzing fear, depressed state of mind
ex) "My dad's death put me into funk again."
ex) "I hate rainy days - they always put me in a funk. I usually I listen to upbeat music to help me get out of my funk."

hyunsik-yoon commented 1 year ago

3

that is not what the term mid-life crisis has come to mean in our contemporary culture

most of the time, that term is used we're talking about someone, a person who is engaged and irresponsible and immature and sometime even destructive behavior.

example.

i can't believe that your husband is leaving you for a 25 year old yoga instructor. how does that happen? well, clearly he's going through mid-life crisis. right?

now, to a brand strategist like me,
when there is such a disconnect between what something is and what something is perceived as that is branding problem. and it's a problem worth trying to be solve

now most of people i've worked with branding identity they actually don't really know what their problem is they might know that something's a little bit off with their business. and they can't quite put a finger on it.

come to

reach a particular state, meaning, or understanding over time
ex) "That is not what the term mid-life crisis has come to mean in our contemporary culture."
ex) "She finally came to the realization that she needed to find a better-paying job."
ex) "As I learned more about the subject, I came to appreciate the complexity of the issue."

leave ~ for ~

~ 때문에 (누구를) 떠나다
ex) "Your husband is leaving you for a 25 year old yoga instructor."
ex) "I can't believe that after all those years together, she's leaving you for her co-worker."

off

used when something is wrong or not quite right
ex) "They might know that something's a little bit off with their business."
ex) "The soup tasted a little off, so I asked the waiter if it was fresh."
ex) "The timing of the announcement seemed a bit off - why would they release such important news on a Sunday?"

put a finger on ~

identify or specify something precisely or accurately
부정문으로 쓰는 경우가 많음
ex) "I can tell something's bothering her, but I can't quite put my finger on what it is."
ex) "He knew there was a problem with the machine, but he couldn't put a finger on the exact cause."

next) https://youtu.be/pnl5LUiAfd0?t=215

hyunsik-yoon commented 1 year ago

4

i have two theories about business and identity about crisis.

the first is that when they realize or not, they are probably going through it right now. second is that even if they are, it can be the best thing ever happen to them.

so what do we do when we rebrand? well we start, by having the comany ask themselves serious questions.

questions like who are we and what do we stand for what is it that makes us unique? who do we need to be talking to? and what do we need to say?

companies who rebrand and go about it the right way come out stronger and more successful on the other side. think about target when they have impressive rebirth if you will. they asked themselves the same kind of question. right? and they would into exactly who they wanted to be and they just focus everything on communicating that clearly and effectively

might be problem the term mid life crisis is that it's communicating the wrong thing.

the right way

the right way" means doing something in the most effective, appropriate, or ethical manner
명사인데 부사처럼 쓰임
ex) "If you want to lose weight, you need to do it the right way - with a healthy diet and regular exercise."
ex) "If you're going to invest in the stock market, you need to invest the right way to maximize your returns."

next: https://youtu.be/pnl5LUiAfd0?t=279

hyunsik-yoon commented 1 year ago

5

and as a result it is conversation ender (-------> as a result) like every time it's used which sucks. it should be a onversation starter

so how do we get here well the term was coined in 1965 by a psychoanalyst who is obsessed with creative geniuses like these guys. and he was specifically obsessed with why so many of them seen to flame out creatively really young sometime before they're even thirty, which is crazy because that's not what mid-life crisis means at all now (--------> at all)

you know it's very possible that this term is just misnomer which is an inaccurate or inappropriate name (-----------> is an 이 isn't 로 들리는 마법)

but hey. lot's of things are misnomer. chinese checkers are not checkers. they are also not from china. koala bears are not bears coconuts are not nuts. french fries are from Belguim. French horn are from Germany. but these terms... they stick.

misnomer

오칭 (틀린 이름)
ex) "It's very possible that this term, mid-life crisis, is just a misnomer."
ex) "The term 'white lie' is a misnomer - lying is never really 'white' or harmless."

next : https://youtu.be/pnl5LUiAfd0?t=340

labsurde-life / english