You know it’s a writer’s conference you put on every year …

… when you go through your customer feedback on last year's catering and see that one attendee called your mid-afternoon snack offering "almost churlish."

How do you translate that to the caterer so it's better this year?

Remember when Howard Cosell told Muhammad Ali, "Now Muhammad—don't be truculent!"

Ali said, "Howard, I don't know what that means, but if that's good, I'm it!"