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Twila Van Leer

Life Is Crap? Entrepreneur Capitalizes On The Fact

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Everyone who is actually inhaling and exhaling on a regular basis knows it. Life is crap. Sometimes, despite our best efforts, we end up in the soup. Anyone over two has already learned to expect the unexpected. (Actually, it starts long before you reach two, but Mom takes care of it. It’s part of her crappy life.)

So, what’s a person to do? Paul Wheeler believes the only answer is laughter. The whole focus of his company — predictably named Life is Crap — is to take the inevitable, put it up front and visible and laugh it off. “It’s our mission,” says Wheeler of his Manchester, Vt., company. Together with his partner, Ken Lefevre, they have successful brought the company to the marketplace.

“Everything we do revolves around the idea that crap happens and that laughter is the cure.”

That means the message shows up on T-shirts, caps —anywhere an individual can make a statement on the way things are in this troubled world. The company is now expanding into cheap checks that give folks a frequent opportunity to reflect on the vagaries of life and apply their sense of humor. “We’ve seen what works, now we’re scaling up. We’re always looking for ways to expand.” Always within the boundaries of the basic concept, he adds. That careful attention to sticking to initial principles has turned Life is Crap into a $10 million dollar enterprise.

If you ended up with a bad split in the bowling alley, there it is—a shirt showing the ball rolling easily between the two widely separated pins. Out of wine? Lament the fact with a public display of the empty glass. The bicycle depicted crashing into the pile of dirt at the bottom of the hill? It has happened to all of us. Wheeler and crew simply take the universal hazards of everyday living and put them out there where everyone can laugh along. The company customizes such items as magnets, books, calendars, shirt, caps, towels, hoodies, key rings, shot glasses, beer steins, decals, greeting cards, page a day calendars items— any desired surface that will accommodate an image.

Looking at the irritations of life might seem like a negative approach, but those who retail his products don’t seem to mind, Wheeler has found. No one has ever complained. Of course, that means finding the best outlets for Life is Crap merchandise. Someone lacking the sense of humor to appreciate the products, obviously, isn’t the one to present them to his purchasing public, Wheeler has found. The bah-humbuggers who refuse to find humor in life are to be avoided. And there are, believe it or not, some “crap” areas that don’t translate well to the buying public.

There have been some bombs along the learning curve. The company thought that politics was a logical target for its kind of humor and found that, in fact, no serious person of any political persuasion wanted anyone publicly poking fun at their well-known areas of crap. That venture was a failed effort that cost time and money, he said.

Another spot too sensitive to subject it to humor, the company found, is the current economy. No merchant wanted his customers reminded that times are tough. The popular idea of what’s funny changes with time and events, Life is Crap has found, but there is always plenty of grist for its mill in just the ongoing, everlasting irritations that humans endure. The company expects to continue to thrive on items that make the enduring easier.

The whole road to success, Wheeler said, has been a process of trial and error. When the group started, they were up against the same basic questions each new small business faces. How to put their ideas into concrete products. How to find the best business model to meet their goals. How to allocate the existing resources most effectively. Where to find the most effective market outlets. They spent a year in development.

To date, the company has developed some 500 images, licensed them and marketed through over 1100 stores. As the small business got a toe hold in the market, the next logical step was putting the goods online, he said. “We buy back product from the manufacturer and sell it online. We’ve done well and have seen it grow. Now we are focused on getting traffic to our site.”

The basic concept for Life is Crap requires employees who are in tune, he said. The group is small—just five employees—but they comprise the gamut of artistic and business savvy that is making Life is Crap a growing concern. Being constantly alert to possibilities has contributed to the growing of the company’s product lines. Pure serendipity, in fact, had a hand in bringing designer checks into the fold. Wheeler, et al, met the owner of Carousel Checks during a trade show. There was an exchange of ideas and voila! Another licensing arrangement was born.

Life Is Crap T-Shirts
Fun T-Shirts By Life Is Crap

In 2012, the company will be focused in building and expanding our direct to consumer internet business. New products to be launched include several other related sub-brands: Life is Poop — for infants, Life is Ruff for dog lovers, Old Life is Crap for Senior Citizens, College Life is Crap for College Students and Life is Beer — for BEER LOVERS.

The fact that life is crappy is not likely to end soon. There is always the bird overhead looking for a place to unload. That bodes well for Wheeler and Life is Crap as they look for new targets for their brand of humor.

Presents Call for Presence of Mind

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In this era of rampant gift-giving, it is the ghosts of Christmas presents past that often put the ho-ho-ho into holiday.

Consider the woman, then 16 years old and skinny, who received a size 40-D bra from her Granny. If she had followed that glib notion that “when life gives you lemons, make lemonade,” she could have hung it on the wall by its straps and used it to store oranges and apples for treating Christmas guests. Granny had been through the Great Depression. Well, truthfully, she hadn’t ever quite fully gotten through it and she was an inveterate bargain shopper who couldn’t pass up the scaled-down price tag on the super-sized undie.

In her philosophy, it was the thought that counted, not the size, as she spread joy and cheer for the holidays. The girl could grow into it. (She never did.) Granny’s family members were used to receiving unusual items from the thrift shops and bargain bins. It became a game to see what came next and no one was surprised when, one year, what came next was what had been gifted to Granny the year before. In the end, 364 days of loving interactions couldn’t be swamped by one day of off-the-wall Yule gifts. Besides, the insanity of Granny’s unusual gift-giving was cancelled out when the frenzy of opening presents was over and Grandpa whipped out the envelopes with crisp new $50 bills inside. Life tends to balance out somehow.

Actually, the idea of re-gifting makes some sense. If you have items you’ve received that have no use but to gather dust on a shelf, why not? The trick is to remember from whence the gift came and avoid shuffling it back to the original purchaser. Like the friend who sent a special card to her father one Christmas only to receive it back with his signature the next year. That can cause consternation. And if the gift you got was really so horrible that you don’t want it in your house, what makes you think anyone you know would like it in theirs? Reminds me of the sisters who for years passed a fruitcake (long since hardened to concrete status) back and forth. Disguising the disgusting bit of undigestible comestible so it would come as a surprise on Christmas morning became a challenge. If the thing had not finally disintegrated, it probably would still be making the round trip every other year dressed in every imaginable disguise.

Speaking of lingerie, it seems to be a favorite inappropriate choice with some gents who are gift-giving impaired. A faux zebra-skin teddy for a body that has more wrinkles than the Grand Canyon? Or the hot pink number with a juvenile print that sports matching pink slippers for the wife who is expecting in January? Help! On the other hand, such dainties would look pretty good to my daughter who once received a crankshaft for her ailing car on Christmas day. Or the woman who got a new barbecue because her husband wanted a barbecue. It’s one of the fatal mistakes of giving presents—buying something you are sure the recipient will like because it’s just what YOU always wanted. It can seem so right.

Some men, unfortunately, don’t get the picture when it comes to gifting. What’s a woman to do when she plants her list in big letters on the refrigerator, repeated on the car dash and in the bathroom and the message never penetrates? No wonder there are those like the one I once served when I was working in a large store wrapping packages for Yule shoppers. She had a large pile of things waiting for dressing in cheery holiday paper and—she requested—lots of bows. Making what I hoped was genial conversation, I asked if she had a big family to shop for at Christmas. “Oh, no,” she assured me. “These are all for me. Now I know I’ll get what I want.” Served her purpose, I guess, but felt a little lacking in the expected joyful spirit of giving—and receiving— that the season ideally generates.

Kids are great gift-givers. When mine were small, they never had much money to spread among those on their lists and that led to some strange packages on Christmas morning. Such as the empty thread spools—individually wrapped, of course—that showed up under the tree one year. Or the toilet brush. Now that was a gift with feeling. Using it all year round brought warm memories of that Christmas Past. Of course, there was the year I got little pieces of Christmas wrap wrapped in Christmas wrap. Really tight budget that year. Then there was the year I got a very nice —very cheap—little statuette of the Virgin Mary, although my religious sensibilities don’t lie in that direction. I had seen it on sale in our local all-purpose shopping emporium at $1.49 and knew that was a real sacrifice for my little Brian. For many years, the statue was part of our Christmas decor until in some move around the country the cheap plaster disintegrated from the stress. I missed it when it was gone.

A poet once said it best: “The gift without the giver is bare.” Gift it or regift it, but give it from the heart.

How To Woo The Media

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The competition among small business to get their stories into the media is fierce. Getting onto the pages of the local newspaper or on radio or television, however, is basically free advertising and trying to get there is worth the effort.

If you have been sending out news releases to alert the media to new products or events without much success, here are some suggestions that might land you in the public’s eye more frequently:

Know about current events in your community and see if there is a way to relate them to your company’s products and activities. Look beyond the community, in fact, to what’s in the news in your state, the nation and internationally. Media outlets are always looking for ways to make out-of-area news more relevant by relating it to what’s happening locally. Things from the outside may, in fact, affect what you do. Let the media know that. The issue of employment is currently hot-item for news reports, whether you’re up or down. In most cases, the old saying that “any publicity is good publicity” still holds true.

Look for unique stories to tell. Within your ranks there may be good human interest stories that will get your name into the media. Many in the media refer to such “human interest” stories as “fluff,” but they nevertheless are always on the lookout for good ones. Be aware of special stories inherent in those you work with. Some of them may be dealing with unique family problems or have talents that would merit media attention. Is your company involved in charitable causes? Are there members of your group who are in the military? Plumb the depths and see what you can find.

Be as professional as possible. Press releases that contain typos and blatant errors usually end up in the trash can. Few reporters are willing to make a call to try to clarify the press release. Have two or more people proofread the press release before sending it out. Make your releases good to look at. Be certain each release has all the germane information, such as dates, times, etc., and include a telephone number or e-mail address that will direct queries to the person with the information.You might want to put together an informative packet that a news organization can put on file for future reference. Showing up in a media office in person to pass such a packet along couldn’t hurt.

Getting acquainted with the business writers/editors is helpful. And understanding the newsroom process is invaluable. You will impress those you hope to cultivate if you understand the realities of deadlines and the hierarchy that puts an editor more directly in charge of the day’s content than a reporter. An assignment editor usually is the nerve center of a newsroom, making many of the decisions on what, where and how items will be placed. However, it is the reporter who puts together that content. Develop relationships where you can, but don’t expect special favors. Remember that the number of choices editors and writers have on any given day far outstrip the available amount of press space or air time. Avoid last-minute notice of timely events if you want media announcements.

A picture may be worth a thousand words. But be sure photos, video or audio bits are good ones. Don’t waste the photo editor’s time. Provide good photo opportunities. and describe them well so reporters and photographers/cameramen are not wandering around at a loss. Remember that the media is almost always in need of information before the fact, except in “live” story situations. If you call during your company’s big event , don’t expect a news person to arrive in time to clean up the dishes.

Buy advertising. Then when a news event relates to what you do, the editors and writers will remember your business name. Ad purchases do not position you for favoritism or guarantee spots in the news columns, but they make your name familiar.

Deadline is a firm fixture among the media. Be efficient, flexible and respectful in your interactions. In most cases, reporters have one day to turn around a story. If you miss an interview, it may not be convenient to reschedule soon. If you cannot meet a request for an interview, try to find someone else in your organization who can. Good old fashioned manners work with the media, as with anyone else. Some of the media, granted, have reputations for being pesky. But if you react in kind, the chances are that the word will get around the newsroom, squelching your chances for future favorable interactions.

Don’t just expect to deal with media issues when they arise. Work on a strategy and have a plan. Develop the relationships that count and understand how the media works. You may find yourselves in the headlines more often.

Will Mortgage Interest Deduction Be Targeted?

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Hold onto your wallets, folks. The failure of the congressional “Super  Committee” to specify ways the United States can reduce spending in the next ten years means that everything having to do with taxes is likely to be scrutinized in the effort to shore  up national solvency.

Some say that the mortgage interest deduction —the biggest break available to many American taxpayers— is sacrosanct and not likely to be scrubbed.  But there is the lingering memory of the time when interest on all debts, not just a home, could be deducted when tax preparation time came around. Interest on credit card debt, car loans, student loans and other large-ticket purchases could be taken out of the final tax tally.  In the mid-1980s when they were eliminated, then-President Reagan pled for retention of the mortgage interest deduction or it may have met the same fate. Reagan defended the mortgage interest deduction as a factor in promoting home ownership, one of the prime elements, he claimed, of the “American dream.” The fact that those other interest benefits were axed is enough to make taxpayers wary as the debate heats up again.

The Joint Congressional Committee, in its widespread look at all the possibilities, noted that the mortgage interest deduction cost the country’s tax coffers some $90 billion in 2010. According to IRS figures, 51.1 percent of all homeowners in the United States claimed the deduction, while 31.6 percent did not have a mortgage and 17.3 percent  didn’t claim the deduction.  The loss of the deduction would be highly unpopular with a large portion of the population and it certainly would be a hard-fought battle.

Although American homeowners have come to expect this tax break, few comparable countries—Australia, Canada and Great Britain among them—do not provide their taxpayers this advantage. They might wonder what behavior the U.S. would be trying to encourage by removing the benefit. Rentals as a preference over home ownership?

Appearing before the U.S. Senate Committee on Finance recently, Robert Dietz, an economist and vice president of the National Association of Home Builders said removal of the home interest benefit would increase the disparity in economic income and cause further shrinkage in the middle class.

However, the deduction overwhelmingly favors the rich. The limits are quite high—up to $1 million on a mortgage’s value and an additional $100,000 for home equity loans. The amount that can be deducted does not fall as people’s incomes rise. Someone with two or three homes falling under the $1 million limit significantly benefits.  It hasn’t become an open issue yet among the people who support movements such as the Occupy Wall Street line of thought, but it could if the tension between the haves and have- nots intensifies.

Most experts agree that in the current housing market, elimination of the mortgage interest break could exacerbate conditions that already are problematic. The effects of the deduction are not the same everywhere in the country, but the many factors that will enter into any debate on the matter tend to be emotional, especially among those who  teeter on the edges of being able to afford a home.

Experts say there would be some trade-offs. A spokesperson for Moody’s Analytics noted that the tax deduction is written into the cost of a home. Its elimination would  have a negative impact initially, especially  in higher-end housing. On average, its demise would cost a taxpayer no longer able to claim the deduction about $2,400 a year in additional taxes.

No one knows where the current rancorous stalemate in Washington will lead. But it seems inevitable that the debate over finances portends study of every element of the current tax system. And the conversation in today’s financial atmosphere is likely to focus more on federal revenues than on what the mortgage interest deduction is supposed to accomplish in behalf of home ownership.

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Distribution of Wealth Between Young, Old is Growing

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The recession that keeps dragging along has had a serious effect on the difference in what older Americans have accumulated and what younger Americans are expected to end up with over time. A relative dearth of work opportunities for young adults, coupled with housing and college debt, has doubled the disparity since 2005, Census figures show. And the gap is nearly five times what was evident a quarter century ago, after adjusting for inflation.

Older Generation May Be Better Off

It is expected that older people who have accumulated over a lifetime, would be better off than those who are just starting down the economic trail. But the current figures show the gap growing wider at an escalated pace. The Census figures were prepared for a special congressional committee that is working to find where they can cut $1.2 trillion out of federal budgets over a 10-year period. The figures tend to pit the benefits paid to older Americans in the form of Social Security and Medicare against programs that benefit those at the younger end of the scale, such as education and assistance for the poor. The debate is narrowing down to whether some of the money allocated to the elderly might be better spent at the opposite end of the spectrum.

Net Worth Of Younger Generation

The current economic downturn has hit younger Americans particularly hard. Many of them are paying for higher education and many are accumulating debt while they wait for the job market to regain its equilibrium. Many are paying for homes, sometimes for homes that are worth less now than when they bought them during the housing boom that preceded the economic slide. The Census figures show that the median net worth of households headed by someone 65 or older was $170,494 — 40 percent more than in 1984. The median net worth for households headed by younger people was $3,662, down by 68 percent compared to a quarter-century ago, according to the Pew Research Center. The older folks often have paid off their mortgages and built up more savings than their younger peers. In 2009, households headed by someone under 35 saw their median net worth reduced by 27 percent, largely due to credit card debt and student loans. It was the largest hit in any age group. Those in the 35-44 age category saw a 10 percent dip.

In all, 37 percent of younger-age households have a net worth of zero or less. That’s nearly double the figure posted in 1984. Among households headed by a person 65 or older, the percentage of those labeled at zero net worth has hovered nearly unchanged at 8 percent. While the young face the highest unemployment rate since World War II, older Americans are staying on their jobs longer.

Social Security accounts for 55 percent of the annual income for the older-age households. The payments are indexed to inflation, so have not lost relative value. Young people, on the other hand, have seen increases far in excess of inflation in such items as college tuition. At the same time, college aid has dwindled. While Pell Grants to needy students have increased somewhat, they cover a smaller portion of higher education costs.

If the current trends continue, experts say, the rising generations may be the first in America for whom the long-held expectation that each generation will do better than the one before will not come to fruition.