There are a handful of ideas that to me are as elusive as an autumnal breeze.

One of them is the idea of “priority”.

It is not that I don’t know what is a priority.

It is that I have trouble making priorities a priority.

What made me think of all this is a scribbled note of a quote mentioned at a company meeting last week in New York.  The quote was attributed to Tom “The Dean” Watson.  He’s called “The Dean” because of his role behind Omnicom University.

Watson’s dictum:  “The urgent always crowds out the important.”

I’d say that defines the term “trenchant observation.”

Let’s all put aside the urgent and tend to the important.

I was talking with my wife this afternoon.  It has been awhile.  I was on the road three of every four days over the past two weeks and she’d spent the weekend with the kids in Richmond.

It was good to talk.

And as is usual, my wife did most of the talking.  That’s because she usually has more interesting things to say than I do.

And then she talked about something that floored me.  It is a new mental disorder that, according to my wife will likely be headed to the DSM IV.  For the uninitiated that is the Diagnostic and Statistical Manual of Mental Disorders.  My wife should know.  She’s a licensed social worker who works for the county mental health system.

The disorder?

Gender disappointment disorder.

That is, people getting depressed, anxious, pissed off, and otherwise mentally unbound because the baby was a boy … and they wanted a girl.  Or vice versa.  Yes, friends, this is a real issue with today’s parents.  This, according to an article in Elle magazine by Ruth Shallitt Barrett entitled “Girl Crazy:  Women Who Suffer from Gender Disappointment.”

As one would think given the source, Elle focuses on women.  Specifically, the article is a series of stories of women who are depressed, medicated, and miserable … all because they had a little Johnny instead of a little Jane.  (Apparently most women desperately want girls, not boys.)

You really have to read this stuff to believe it.  And even after I read it I find it difficult to believe.  Here’s one of my favorites …

“The way society is now—I feel there’s a preference for girls,” says Linda Heithaus, a marine biologist from Hollywood, Florida, who has two sons and is contemplating doing IVF/PGD in the hope of getting a girl. “They can do everything a boy can do, plus you can dress them up. It’s almost like, to fit in, you need to have one.”  Girls, in other words, are boys plus. They can play sports and have careers, and you can dress them in pink and take them to tea at the American Girl café. What’s not to like?

There are no shortage of heated discussions on the subject.  Go to BabyGaga, or Just Mommies or the talk on Digg .

It is easy to wonder what is worse — these women having little boys and suffering mental illness … or these women having little girls and having the little girls suffering a mental illness.

Someone needs to tell these people that having a baby isn’t like going to Starbucks and ordering a half-caf latte.

Hey gals, it is not about you!

“Life is too much with us … near and far.”

A line of a poetry was never so true.

Having failed to respond to email in a timely way, been horribly inconsistent in updating my Facebook page, tried and failed to consistently use my Twitter account, and totally spaced out on our corporate blog and Yammer platform.

In the midst of all this and travel three days weekly and a host of other commitments that make sleep akin to a three week vacation.

I — along with my best friend in Washington — launched a new blog.

It is a appropriately named “What were they thinking:  the chronicler of good intentions gone awry, unintended consequences, and simple bonheaded decisions.”

If you like the JuiceBar, I think you’ll love this.

Let me know what you think.