The Archetype of Choice
Published: December 18, 2012
Author: Todd Mintz
“And your feet can only walk down two kinds of roads
Your eyes can only look through two kinds of windows
Your nose can only smell two kinds of hallways
You can touch and twist
And turn two kinds of doorknobs
You can either go to the church of your choice
Or you can go to Brooklyn State Hospital
You’ll find God in the church of your choice
You’ll find Woody Guthrie in Brooklyn State Hospital…” Bob Dylan ‘Last Thoughts On Woody Guthrie’
I took this picture in Downtown Nashville about 6 months ago, and it’s my favorite picture ever. There is so much symbolism going on here and it blows my mind that streets with these two names intersect in the heart of the Bible Belt. Some Nashville city planner in their infinite wisdom had Church St. running into Gay St. One could say that Church St. ends where Gay St. begins (or Gay St. begins where Church St ends). One could talk about taking the “middle road” between the two paths, and veering one way or the other (or just being tempted to).
One can also step a bit further back and take this example much less literally. It can be looked at as an archetype of choice…where a person is traveling down a path and is presented with two strikingly different choices, they can choose one or the other, or continue on the same course until the next round of decisions is presented. When a new path is finally chosen, it could also evolve into something totally unexpected.
It was just about 2 years ago when I knew I needed to switch jobs. With my background and professional visibility, I was certain that I wouldn’t have too much trouble drawing interest from potential employers. My resume certainly generated a lot of interest and I got a flood of job inquiries. However, I made quite clear to people that I didn’t want to do SEO any more, I would only be a telecommuter, and I would never move out of Portland. David Rodnitzky called me immediately after receiving my resume, and I felt I jived well with everyone I chatted with during my phone interviews. Everyone I talked to with seemed really cool, and they were OK with my work requirements, so I signed up with what, at the time, was a small niche PPC Agency and began walking down that new path.
It’s pretty amazing how the road I ventured down has changed and evolved during the last couple of years. Our employee count has more than tripled and instead of managing a select list of small clients, I now manage extremely large campaigns of very well-known technology platforms. Instead of doing my own account production work, I have the assistance of some extraordinarily talented people. Instead of working exclusively in AdWords/adCenter, I’m more often than not working in complex bid management systems. Where my conversations with clients used to only be about Google/Bing, Display Advertising and its corresponding metrics has become a huge part of client chats.
When I made my choice to join PPC Associates, in no way did I envision the evolution of the company nor of my position. The route I’ve been on has evolved but the company has stayed true to the vision that was presented to me. So, I remain quite sure that I made the correct choice and ventured down the proper path.
BTW, Hooters has a restaurant located one block from the Church St./Gay St. intersection. From the spot I took the picture, you would to walk down Church St to get to Hooters, but the restaurant is located just off of Church St. Ah, the symbolism…
– Todd Mintz, Sr. Account Manager