Enjoy the video above. It is  a survivor of our recent “branding endeavor,” which is now officially kaput. The branding experts informed us that our website had too many words and the wrong photographs. Apparently, no one wants to learn anything anymore. They want jazzy pictures and a few uplifting lines such as: “Bring your wellness journey” or “Hope you’re having an awesome day!”

I protested. PhysicalMind creates serious, patented products—not copycat tights, pink hand weights, resistance bands, or another Reformer class with louder music. Their response? People don’t read. They’re unfocused. They’re angry. And, apparently, not very bright. That is what many branding experts and influencers really think about you—the public—and you, the professionals.

Eventually, I became disgusted and pointed out something slightly more important than our choice of photographs: nine out of ten Americans have some stage of CKM syndrome. BMI is finally losing its throne, while waistline and visceral fat are becoming impossible to ignore. By those measures, nearly 70% of American adults may be obese. Not me.

At age 85, I’m in the other 10%—and probably the other 1%. Perhaps reading still has its advantages. Read more here.