This is a story about branding. It starts with a head injury.
In the 1990’s I had a friend that was in a skiing accident. He fell during a race, slid down a steep section of the course and hit his head really hard. Ski patrol, life flight, emergency room, ICU; pretty much everything on the trauma treatment menu. My wife, Theo, took the call from his sister. Eric is on the helicopter, headed to the trauma center and we can’t get there until tomorrow – will you go? Theo, who is really great in emergency situations, also happened to be in nursing school at the time. She got to the center just after the helicopter landed, and right as they were deciding to drill into our friend’s head to relieve the swelling pressure on his brain. Continue reading