For the sake of argument, let's say this is not a blog. This is not that one speck in a hurricane of clutter that will transform lives and result in Willard & Lewis getting the Nobel Prize for excessive punditry.

In fact, we embark on this column -blogs are really so common - realizing that it will be considered a few hundred words where flows a Gulf Stream of knowledge in the fields of advertising and public relations.

However, Willard & Lewis' combined egos climb to Everest heights most days without the benefit of Sherpa guides or even a good hemp rope and pick axe. The fact is, though, the Biblical Methuselah would acknowledge our long years in the business.

What business?  Though some consider it heresy, we lump both advertising and public relations together and suggest that it is all about the effective delivery of messages. The delivery system, of course, is important but tangential and - as we see each day - temporary.

We believe that creatives are made not born. William Shakespeare was born; David Ogilvy was self-made by thoroughly studying and practicing his craft. We believe that it is more craft than art.

All this makes the twin professions more ignoble than noble, but that's okay, neither Willard nor Lewis is from the lofty born and raised.  Scott's papa was a ship's captain and Willard's a master sergeant.

Though we both have been knighted and slandered from time to time as gurus and spin-doctors, we believe such terms romance a brand beyond reason and recognition.  That funny character in Star Wars, Yoda, was a guru, and spin-doctors merely deal in fried air.

We believe both professions are grounded in common sense. However we find that in a crisis situation - or even given a heated issue - that which is common often goes on the lam in corporations, resulting in the triumph of nonsense over common sense.

These are the reasons we launch this column: The profession of public relations is not about news releases and news conferences, just as the profession of advertising is not about 30-second spots and fanciful images.

Both are about ideas, and how they are implemented.  We believe that ideas don't come from a forced march, but often come to life screaming like a banshee.

We will comment most days about PR and advertising - but if the conversation strays to monkey wrestling in Kenya, neither fear for the animal nor the column. We most likely have a point to make, though perhaps a circuitous one.

There might be some discussion as to why Willard comes before Lewis on this column. The easy answer, of course, is Willard is the name of the website, the company, the subsidiaries and the company dog.

The real answer, harking back in history, was that in the early 1800s, there was the Lewis and Clark expedition, which explored the western United States after the Louisiana Purchase.

Willard's great, great, great, great, great uncle was Clark, and the family never got over getting second billing.

Frankly, at this stage, we don't know how this collaboration will work. We disagree mightily sometimes, but rarely on the basics. Being non-violent, we've not yet come to blows.

Not yet.