Forbes : Tell us about the difficulty you faced when trying to write that piece about Armstrong.

FORBES: Selena Roberts Says Lance Armstrong's Admission of Doping Will Still Be 'A Manipulation Of The Public' And Is Not Even 'Half Of The Story'

The pending disappearance of "Dear" is a sea change in the way we write to each other -- yet when you think about it, there are few logical reasons arguing for a longer life for that particular word.

CNN: Is 'Dear' dead?

When your agency presents an idea, immediately write down how you feel about it.

FORBES: When Reviewing A New Idea, Never Forget Its First Impression

Rather, I am here to write about the Star Trek brand and what to look for when you watch this movie relative to this point of view.

FORBES: Three Brand Things To Look For When Watching Star Trek Into Darkness