We're no longer dealing in the world of the real in a truthful way. We're interacting with each other in shiny homepages. I don't think that makes for honest communication.

I think comedy is so much easier to do on the page than it is in real life. When I'm writing, comedy is an easy way to win over the reader. You're automatically more disposed to keep reading, thinking maybe, "I'll get another laugh or two." I think it's a survival instinct in me. I mean, you don't want to lose these guys within five or ten pages. You want them to keep going. I think to some extent it's a desperate measure that I throw out there, because a novel isn't a complete waste of time if it made you laugh.

I've always thought things were absurd. It would take a lot more effort for me to see things as reasonable.

Names generate meaning in a short amount of space — they provoke thoughts, questions. That's something I like doing. Of course, you have to be careful. Sometimes it can alienate the reader, it can be another level of mediation, to make a character carry the great burden of a metaphoric name. The character can be a device before he or she becomes a person, and that can be a bad thing for a writer who wants to offer up a kind of emotional proximity in the work. It's a constant struggle, the desire to be playful and the desire to communicate on some very stark emotional level.

Some days felt longer than other days. Some days felt like two whole days. Unfortunately those days were never weekend days. Our Saturdays and Sundays passed in half the time of a normal workday. In other words, some weeks it felt like we worked ten straight days and had only one day off.

Yet for all the depression no one ever quit. When someone quit, we couldn't believe it. 'I'm becoming a rafting instructor on the Colorado River,' they said. 'I'm touring college towns with my garage band.' We were dumbfounded. It was like they were from another planet. Where had they found the derring-do? What would they do about car payments? We got together for going away drinks on their final day and tried to hide our envy while reminding ourselves that we still had the freedom and luxury to shop indiscriminately.

Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.