The Center for Superficial Change Opens Its Doors

FOR IMMEDIATE RELEASE
San Francisco, CA
December 16, 2011

Almost forty years in the making, a new organization has been founded to offer people what they REALLY want … The appearance of changing.

Speaking on behalf of a group of seventeen licensed psychotherapists, Ronaldo Essence, PhD, the Founding CEO of the Center for Superficial Change headquartered in the woods of western Marin County (just north of the Golden Gate Bridge, announced this newly incorporated entity that will specialize in providing its clients with the appearance of change.

Before a rather small but clearly fascinated group of media reporters, Dr. Essence described the CSC as the "finally correct answer" to the age-old question therapists have pondered… "What is it that people who come to us REALLY want?" He explained the development of the Center's being as having begun with a conversation on this subject during a lunch-break from a training conference on "Massage, Candles, Incense and Awareness" held in Berkeley back in 1972.

That group of therapists agreed that most people want others to think that they are changing but, in fact, are not usually interested in engaging in the often difficult work of actual change. They want to "look like" they are changing. Following nearly 30 years of re-considering and refining the concept, this group of mental health professionals came together late last year to flesh out their ideas and to found what is now called "The Center for Superficial Change."

With a motto inscribed on their letterhead and business cards of "We Only Scratch the Surface" and the enthusiastic slogan chanted at the beginning of each appointment and meeting of "Dare to be shallow!," the Center is now open and operates in the shade of an ancient redwood grove in Samuel P. Taylor State Park in scenic West Marin County.

Essence says, "The quest for change and its inferred social value that became in the 1960s and 1970s was, simply put, a rather elaborate and wide-spread social self-deception. No one really wanted to change but DID want others who shared this value to believe that they were actually changing. We believe this remains true today. We think the market for our service is vast and ever-expanding."

Inquiries regarding pricing and services available can be obtained by visiting the Center's website at www.shallow-is-good-for-you.com. All inquiries are welcome.