
It's been nearly a year and thirty-something posts since I began this project last January. It's something I've put a fair amount of work into, and like all worthwhile endeavors, I've learned a few things in process. In the spirit of all the annual top ten lists that tend to surface this time of year, I offer you Ten Things I Learned While Doing The Blog Thing...
1. Writing is hard.
Just like chocolate work, or dicing a brunoise, or even expediting the pass, you're only good at writing if you practice it on a regular basis. I think the writing here has gotten better with each post; for sure, the process feels less daunting and takes far less time than it used to. Carrying around a few small notebooks has helped- I find myself writing all the time, in all kinds of situations. If I have a spare moment, I'm probably scribbling something or other (This very paragraph is being written in between orders during a busy December dinner service). Difficult as it is at times, it has become part of my daily routine; whether or not what comes out is worthy of a Pulitzer, at least it keeps my thoughts organized. I've probably written more in the last year alone than in all my years since high school. I like it.
2. Photography is hard.
In an effort to give this thing some measure of visual appeal, I knew from the start that I would try to incorporate as much photography as possible. That forced me to very quickly come up to speed in a digital way. Virtually every image you see was captured in our pastry kitchen, with a pretty basic point-and-shoot. The upside is that it hopefully offers a close-to-real-time glimpse into our world. The downside is that the lighting in that kitchen is horrible. I would love to be including more shots of finished dishes and the steps that comprise them, but they just never come out very well, despite all the fussing about Adobe allows me to do. Instead, what you see are little details and hints of still-life. I had always meant to purchase or construct some sort of lighting rig, but I still haven't made it that far down the to-do list. But like writing, I haven't done much photography in the last fifteen years, so it's good to get back into it.
3. Keep your promises.
That's good advice for life in general, but when you promise something to the electronic masses, you'd better deliver. Whether it's a pledge to put up a recipe or simply post with a predictable regularity, people will hold you to it. My apologies to those who've gently harassed me to complete the things that I started but never circled back to. As for posting more often, I wish I was able to, but hopefully what I do eventually put up is worth the wait. I've always been more concerned with quality rather than quantity.

4. Choose your words carefully.
Of course, it's important to bear in mind that what is written is out there for everyone to see. Unlike a lot media, you can of course change and alter blog material, or even delete it altogether. Yet it's important to choose your words carefully, to remember that on any given day hundreds of readers from all corners of the globe will lay eyes on them. It's sobering, actually. And there is a fine line separating what is appropriate for the public, and what should remain private. It reinforces my belief that in all situations, in personal conversation and on the expanse of the internet, if you talk shit, it will eventually come back to bite you. Not that I've been bitten, I'm just all the more conscious of it.
5. The process.
Maybe this isn't something I learned, as much as it is something I confirmed about myself. I'm rarely satisfied with first drafts of anything, whether it be a paragraph or a plated dessert. I depend on revision. In writing and cooking, I'm always tweaking, tasting/proofreading, fiddling with things until I'm sick of looking at them. Some people prefer to work instinctively; they think it, write it down, and they're done. For me, writing and pastry are very malleable things. And even when I think it's finished, I step away only to return to find all the tiny but glaring typos and nonsensical grammar. If you've been one who's caught a piece within a few minutes of posting, you probably thought that I was an idiot.
6. The importance of community.
For a while, my opinion of internet 'communities' had sunk pretty low, mostly due to the prevalence of so much anonymously posted negativity and ignorance. And unless you know exactly where to look, trying to find clarity among all of the static can be pretty frustrating. Jumping into this process myself, joining the recent surge of food centric blogs- many by other like-minded professionals- I've begun to warm up to the idea of cyber-connection. By planting my flag into the ether, I've had the opportunity to 'meet' and interact with a great number of folks tuned into the same wave length. And all of that shared experience and exchange of information is inspiring. If anything, it shows how the world has indeed become a much smaller place.
7. Pay attention to what others are saying.
With the proliferation of all these blogs, it's not surprising to see a fair amount of repetition in subject matter. Granted, what makes them all unique are the voices and personalities behind them. But it helps to stay current with what others are saying. At one point, months ago, I was going to do a thing on gelatin filtration. "No one has really said much about this before," I thought to myself. It was a good thing that I did a quick Google search first, where I found Harold McGee's article in the New York Times and about a million references to it. Just because you haven't seen it, doesn't mean that it isn't already out there.
8. The 'new' media is pretty cool.
While I'd hate to consider the disappearance of traditional media altogether, the blog process has deepened my appreciation for where we can go with the 'new' forms. There is that static, and the democratic nature of the internet can be a double-edged sword, but as a tool for research, communication, and expression, it's all rather exciting. Though sometimes you might want to pause it in order to fully digest everything, the volume and speed at which creative things are happening in our industry alone is unprecedented. In terms of the blog format itself, I'm eager to do more with it. While the familiar templates are comforting in a sense, the sameness of everything can be a drawback. But there is so much to incorporate into it. Do I add video, should I Twitter, is it a good idea to affiliate myself with this or that network- these are all questions I wouldn't have conceived of a year ago. Though sometimes I step back and see Orwellian elements to it all, it's cool stuff.
9. I cook differently.
Early on, I had hoped that this project of writing about what we do would in turn enrich what we do. It certainly has, so much so that it occasionally turns into a chicken-or-egg question. Did I just write about something we did, or did we do that so I could write about it? There are times that I did cure bouts of writer's block by playing around for no other purpose than to conjure up material. Sometimes it benefited the menu, and sometimes it didn't. Of course, there are also things we've done that would have been forgotten about had there not been a convenient means to record them. But yes, the blog has in some ways changed the way we operate, whether it's that focus on documentation, or simply organizing our actions and tightening our standards in such a way that leaves less room for error. And it has also added to my work load, with media opportunities and side projects, the Gourmet gig being just one of them. Opening up the door and allowing for interaction has also affected us, heightening our self-awareness. Though I've risked vulnerability in 'putting myself out there', the overwhelming positive response has only made us stronger.
10. Things evolve.
About thirty seconds after completing that very first post, before anyone knew to look for it, I sent it out to a handful of people I trust for feedback. One of the initial bits of wisdom returned was to recognize the fluid nature of blogging. You may intend for it to be one thing, but it may likely morph into something else entirely. And in my case, it certainly has.
So what did I want it to be? Many things, I guess. It all started about a year ago, probably to the day. Eric Ripert and I were sitting in the office, reflecting on the busy year behind us, and contemplating the one that lay ahead. At one point he said, "Michael, you should do a blog. It could be cool." Well, of course I should! I began to think about it, finished the last few weeks of the busy season, then went right to it. But was it supposed to be a marketing tool? A catalog of ideas? A diary? Sure, why not.
I do know that it was initially aimed at both the seasoned pro and amateur cook alike, with content that would hopefully appeal to both. That's difficult to do, and as time went on, things started to drift further into the esoteric stuff. Though a fair amount of readers dropped off at that point, they were replaced by twice that many more. I also strove to maintain a consistent format: a story, a real life application, a recipe, supporting images. But that formula would at times impede the process. Those lengthy breaks of more than a couple weeks between posts? That was due to one part of the rigid equation remaining unfinished. I finally decided it was better to keep things fresh, even if it wasn't a complete 'package'. And then the tone slowly changed, too; recently it's veered away from technique and more into philosophy.
While I tried to set high standards for myself at the outset, I'm glad that I also allowed some room to breathe, to let it evolve.
***
So, does all this have an air of finality? Well, it may indeed be a eulogy. It's been a year, and though a great one with a lot to show for it, I may stop the blog. Maybe it's time to take stock and see what other directions it can take. Or, you may check back tomorrow to see that I've put up something new. I'm not sure yet.
I did decide a couple of months ago to take on a much larger project. I'm banging it out, slowly but surely. Just the other day, I read this sentence at the end of Albert Adria's Natura:
When other professionals say the magic words to me: "I'm going to write a book", I tell them that the life of a professional is a gun with six bullets and writing a book means letting off one of them, so it is important to make the most of the situation and throw yourself into the project in order to give it your best shot.
Perhaps the blog is that bullet. Or because the blog has been so instrumental in realizing a potential book, maybe continuing on with it would help inform and guide the process for the book I'd like to write. Either way, something will surface. It may be different words in a different place, or just more of the same. As for content already here, I think it may be a useful resource to some people, so I won't mess around with it.
Thanks for reading. Here's to many more happy days.