Tom Kertes and Imagine Tree Consulting
Posted in Information on January 4th, 1973 by tomkertes – Be the first to comment
Early in my senior year of high school I told a friend that I wanted to imagine a tree, and imagine it so well that the tree would seem to be right in front of me. It wouldn’t be a delusion; I would know for certain that the tree was in mind only. But it would seem real. Totally real.
I wanted to be able to reach out with my hand and touch the imagine tree’s bark, feel its waxy leaves. I wanted to smell the tree, and to make it smell like cinnamon or vanilla, or moldy leaves, or whatever. I wanted to take control of what I perceived, since I was fascinated with the fact that mental representations are created in our mind, what we know could be based on nothing because all we know is mental illusion.
Years later I would conjure up a different tree on countless weekends as a professional storytelling birthday party host. For each party I would tell “The Firebird”, a fairy tale about a prince, a forest, a bird, a tree with golden fruit, some princesses in despair and a villain. The tree is what motivates the prince and others to go into the forest, and what draws in the Firebird. The tree, like my imagine tree, was an anchor for creating reality – but not through dreams alone, but mediated in story, word, voice, and movement.
These two trees – the imagine tree and the Firebird tree (with its magic golden fruit and rainbow coloured leaves) – are the reasons why I call my consulting business “Imagine Tree Consulting”. I didn’t put a lot of thought into the name, since I knew the brand would be me, not the company name. This is why I choose a name that meant something to me.
“Imagine Tree” is about the power to create, and is a reminder to me about both the power and responsibility that comes with cultural creation. The name is also a reminder that storytelling, as a party host, is what taught me almost everything I know about communications – especially the foundations. From storytelling I learned how to use story and imagination to get heard, be understood, and make a difference.


Members and allies of the
While celebrating the living wages victory, the United Workers remains committed to ensuring that working conditions at Camden Yards improve. The United Workers will work to ensure that the current cleaners at MSA sports facilities have a fair opportunity to keep their jobs and to work at the new living wage rate.
Tonight is an historic day for low-wage workers in Baltimore! After three years of struggle, the workers who clean Camden Yards won their single demand of a living wage at the stadium.
Everything I learned about educational television production, I learned from Biz Kids! I didn’t expect to work as a production coordinator, but when my friend Norma called and asked me if I wanted to work on a six month project with her I jumped at the chance. I forgot to ask what I’d be doing, exactly (until it was too late). The production coordinator is middle manager, and that’s quite a feat given that almost nobody else works in the middle. Production is like an hour glass, with production coordinator and line producer (the boss of production coordinator) in the middle part of the glass. Everyone above is “create the creative” and everyone below is “make the creative”. In the middle, where I worked, is “coordinate between the two”. The job was perfect for me, given my work in logistics, planning and coordination as a community organizer. And I got to see behind the set (actually, I got to coordinate the construction of the set), learning everything as I went.
The absolute best part of this experience has been the people. I can see what people are drawn to production – be it film, television, news, theater. The experience is intense like a campaign, but lacks the severe consequences and has an orderly (well, almost) command structure. Plus almost everyone, on all sides of the hour glass, is creative. All of the work is creative, it’s just that the top of glass sets the parameters of the process. So I worked with incredible talent, and (as a bonus) got incredible fashion advice (from the costumer). Perhaps most interesting thing I learned was that television production calls for as much protocol as imagine does the United Nations!