This is the real reason. Sure, there are other reasons. Because I make a lot of ice cream. Because this will be a good excuse to eat a lot of ice cream. Because it might be fun. Even because my writing is atrophying like an arm kept too long in a cast, and this will get me back into practice. But mostly, it's because ice cream is awesome. This is the answer to the question I expect some people to ask, when they learn I'm starting an ice cream blog.
Note, none of my friends are going to ask that, because almost by definition, anyone who is my friend already understands, almost instinctively, that ice cream is awesome, and therefore is deserving of an adoring multitude of blogs, poems, and even the occasional zen koan.
But I expect some people will ask. People who look at my background and might suggest starting a blog on SEO or social business or something boring like that. They would likely see that as a way to develop my personal brand*. But these people don't understand that this is to develop my personal brand.. this is the first step of my ice cream empire's inevitable** move towards world domination.
A programming note: I haven't decided how professional I'll make this. For example, I've written the above while sitting on the couch while waiting for the Heat-Pacers game to start, in a virtual stream of conscience. Do I proofread and edit this? Ask my younger brother (a PR professional, former journalist, and the best writer in the family) to become my editor for this ice cream adventure? For now, no. But if too many grammatical or stylistic errors get past Evernote's spellcheck and my cursory review, we'll see.
* I'll do what I can to edit out this kind of unfortunate jargon, but sometimes it'll slip through. Sorry.
** This may be an overstatement. But shoot for the stars, and all that..