Rider? I don't even know her!

Rider's Choice
Originally uploaded by wootang71.

One thing that I hadn't planned on in the beginning was that Automaton would be so much of an emotional roller coaster. The biggest reason is because I AM the brand. Whatever I think is cool is what Automaton makes. If I don't like it, then it doesn't fly. All the art, products, the agency, it's all an extension of me. I kind of think of Automaton like a band. No band is out there to not get heard. All bands want their music to be heard. Like them, I want Automaton to be heard. And nothing tells me that people dig Automaton more than sales. That someone likes my stuff enough to lay down their hard-earned cash really says something to me. So on days when sales are slow, I'm feeling low. When sales are up, it's the best. Then there are days when I run across things like this. It's a scan from the Rider's Choice board test in the latest issue of the UK super snow mag, Document. Seeing this stuff gets me fired up! Snowboarding Saves Lives!