THE STONESET TIMES · VOL. I · NO. 1 SAN DIEGO · MARCH 19, 1979
VOL. I · NO. 1 · INAUGURAL ISSUE OK FOR PRESS PROOF — MAR 17 '79 — STSET
SAN DIEGO — PUBLISHED BY THE HAND, FOR THE HAND — TWENTY-FIVE CENTS

TheStoneset Times

"Never throw a stone and hide your hand." · A weekly broadsheet for the unanonymous.
MARCH 19, 1979 · MONDAY EST. 1979 · SAN DIEGO VOL. I · NO. 1
— FROM THE LOWER EAST SIDE —

A Doctor Sets a Stone
on Fern Street, Refuses to Take it Back

A new institution opens above a butcher's shop in North Park — built around one line a 26-year-old psychiatry resident says he learned from his grandmother.
"It's not a slogan. It's a rule."

The room above McCormack's smells faintly of pencil shavings and old coffee. Two chairs, a desk, a single window facing west. On the wall: a piece of granite, hand-engraved with seven words that are not new but feel new^are old but feel like today.

The granite was set Sunday morning, in the presence of two witnesses and a notary. By Monday afternoon, the man who set it — its founder, 26, a psychiatry resident at UCSD Medical Center — was seeing his first patients.

The line on the granite reads: "Never throw a stone and hide your hand."

"It's not a slogan," the founder said, by appointment, in his office Tuesday. "It's not a marketing line. It's a rule. It's the only one we have. Everything else follows from it."

The "we" is, for now, mostly aspirational. The founder runs the practice alone, with a part-time secretary and an answering service. He filed the corporate name — Stoneset, Inc. — with the State of California on February 14. He paid the filing fee in cash, in a single envelope, and walked out.

What is Stoneset? Asked directly, the founder's first answer is brief: "A practice." Pressed, he expands.

"It's a clinical practice, first. People come here with crises, with things they can't carry by themselves. We help them carry it. But it's also a company — meaning, there are rules about how we behave, what we publish, what we make, who we partner with. The rules are the brand. The brand is the rules."

Asked what those rules are, he reached for a typewritten sheet on his desk. "Stand. Don't pose. Show the hand. Pay in full. Hold, never hurl. Sign it. Drop once. Receipts over volume. Take the work seriously, never ourselves. For permanent use — or don't make it. Open hand, or no hand at all."

Ten lines. He read them as if reading a grocery list.

"They're not aspirational. They're operational. We do all of them. If we can't do one of them, we don't do the thing."

The reporter asked whether this was sustainable. The founder smiled — the first time in forty minutes. "Probably not. That's part of why it's worth doing."

The granite, by the way, weighs 217 pounds. It is bolted to the floor. The bolts go through the floor of the apartment below — McCormack himself signed the variance, in pencil, on a butcher's paper receipt. "He told me it was for permanent use," McCormack said by phone. "I figure either he's serious or he'll move it himself."

The founder said he had no plans to move it. He said he had no plans, in fact, to do anything other than what the granite said.

The office, called Stoneset (Clinical) by the inside of its single door, opens Mondays through Thursdays, by appointment. Friday mornings are for what the founder called "the Ledger" — a hand-bound book in which he records every decision the practice makes that affects another person. He showed the book. It is bound in bone-colored cloth, the pages numbered, each entry signed in his hand and dated. There is no public copy.

"There should be," he allowed. "We'll figure that out."

The first entry, dated February 14, 1979, reads simply: "Filed. Stoneset · Inc. — for permanent use. — STSET."

ON GREENE STREET — The granite, photographed by appointment Sunday morning. The founder declined to be photographed himself. "The hand is the picture," he said. "The doctor's just the one who showed up."
"It's not aspirational.
It's operational.
We do all of them — or we don't do the thing."
— The Founder, on the Ten Directives

What They're Saying

— OVERHEARD ON THE STREET —

"He paid for the granite in cash. In an envelope. Like it was 1948."
— LARRY M., STONEMASON, OCEAN BEACH

"He's the only patient I've had who paid the second appointment before showing up to the first."
— A FORMER MENTOR, BELLEVUE (DECLINED TO BE NAMED)

"I don't know what he's going to build. I know he's already signed his name to it. That's already enough."
— J. ARCHER, NEIGHBOR, GREENE STREET

↳ BELOW THE FOLD · CONTINUED — THE TEN DIRECTIVES, AS POSTED ON THE DOOR — SEE P. 2 FOR EDITORIAL
01
Stand. Don't pose.
02
Show the hand.
03
Pay in full.
04
Both hands, always.
05
Sign it.
06
Drop once. No restock.
07
Receipts over volume.
08
Take work seriously, not ourselves.
09
For permanent use.
10
Open hand — or no hand at all.
PAGE 1 OF 4 · THE STONESET TIMES · MARCH 19, 1979
P. 2 · EDITORIAL REVISED — MAR 18 — TWICE
SECTION TWO — EDITORIAL · OPINION · LETTERS — PAGE 2
— FROM THE EDITOR —

If You Throw,
Show the Hand.

An inaugural editorial, set in pencil at 4:47am, by the man who set the granite.

I'm twenty-six years old. I run a small clinical practice in North Park. I have not done anything yet that would justify someone writing about me. This is, in a quiet way, the point.

What I have done is set a stone in a wall. The stone has seven words on it. I'm going to spend the rest of my life trying to behave as if the words were true. If I succeed, the words will have been worth setting. If I fail, the failure will be visible — because it'll be visible in where the granite is.

I've thought a lot about why we don't do this — why most of us, most of the time, refuse to put our name on the thing we did. The honest answer is: because if you sign it, you can't unsign it. And most of what we do, we'd rather have the option to unsign.

That's the whole game. The line on the granite is not a line about integrity in the abstract. It's a line about giving up the option to deny.

Throwing a stone is easy. Most of us do it a dozen times a day, in small ways — a comment, an email, an aside in a meeting. The action is taken; the impact is felt; the person who did it walks away unmarked. We don't even feel like we threw it. We feel like we made an observation.

But the person you threw it at felt it. And when they look up to see who threw — your hand is already behind your back.

The line on the granite says: take your hand out.

That's all. Not "be brave." Not "be tough." Not any of the language that turns this into a personality trait. Just: let them see the hand.

I've watched men — and yes, mostly men — twist themselves into incredible shapes to avoid this. They build whole brands around how accountable they are, while making sure no specific moment is ever specifically theirs. They post about integrity in the abstract. They author memos that say "we." They sign with initials.

None of this fools anyone. We always know who threw the stone. We just give them the social cover of acting like we don't.

Stoneset is not going to give that cover. Not to the patients who walk through this door. Not to me. Not to anyone we ever hire, partner with, or quote in print.

If we did the thing — we will say we did the thing, in the first person, with a date and a name, in a book that anyone can ask to see.

If we throw the stone — we will throw it with both hands visible.

That's a small promise. I think it's most of what we have to offer. I think it might be more than enough.

— STSET
GREENE ST. · 4:47 AM · MAR. 18

Letters to the Editor

— RECEIVED THIS WEEK —

— FROM A SUBSCRIBER, OCEAN BEACH — "I read your inaugural masthead. I don't believe a single word of it yet. I will subscribe for a year and find out whether you do."

— FROM A PSYCHIATRIST, LOS ANGELES — "Doctor. You will not be able to do what you have written. Almost no one can. I hope you do. — M.R."

— FROM A READER WHO ASKED NOT TO BE NAMED — "What does 'pay in full' mean. Are you a religious operation. — A."

EDITOR'S NOTE: No. It means we pay the full price for the things we want — including the cost of saying we wanted them.

"Hold, never hurl."
— DIRECTIVE 04 · ETCHED, NOT WRITTEN
— HOUSE ADVERTISEMENT —

The Stoneset Times.

Twenty-five cents at the newsstand. Twelve dollars by mail, one year, hand-delivered Mondays. Every page signed. No anonymous columns. Ever.

SUBSCRIBE27 GREENE ST., 2F
PAGE 2 OF 4 · EDITORIAL · MARCH 19, 1979
P. 3 · CULTURE SET · MAR 18
SECTION THREE — CULTURE · DROPS · DOWNTOWN · RADIO — PAGE 3
— SARTORIAL —

A Hood, A Hand, A Tag You Have to Squint At

Stoneset's first capsule of garments — twenty-four hooded sweatshirts, six tees, four hats — drops Saturday, by appointment. No restock.

STSET STSET STSET
FROM LEFT — Heavyweight hood. Standard tee. Six-panel cap. "We made what we wanted to wear," the founder said. "We made very few of them. That's the whole capsule philosophy."

The garments will not be sold from a storefront. They will not be displayed in a window. They will be released, in a quantity the founder described as "smaller than we'd like, larger than we can justify," by appointment only, on Saturday, March 24, at 2147 Fern Street, second floor.

The print on the front is a stack of acronyms — modalities, he explains, of clinical practice — set in plain Helvetica, ranged left, with ampersands. CBT & DBT & ACT & EMDR & IFS. Most of the people who will wear them will not know what the letters mean. "Good," the founder said. "That's part of the gift. The garment is permission to ask."

There will be a second drop in the fall. There will not be a third drop of the same garments. "We're not in the inventory business," he said.

— ON THE DIAL —

Stoneset Radio
This Week

— KPBS · 89.5 FM · MONDAYS 9PM —

— EP. 1 · MAR 19 —
"Quiet Weight."
A NOTE ON POWER WITHOUT VOLUME. — W/ STSET.

— EP. 2 · APR 2 —
"The Hand."
A CONVERSATION WITH A NEIGHBOR.

— EP. 3 · APR 16 —
"Receipts Over Volume."
WHY THE CITY CAN'T HEAR YOU OVER ITSELF.

— EP. 4 · APR 30 —
"For Permanent Use."
WHAT WE MAKE WHEN WE MEAN IT FOR GOOD.

— ADVERTISEMENT —

Tune In, Sit Down,
Take Notes.

No sponsors. No interruptions. No second takes.

KPBS 89.5MONDAYS 9PM
— CLASSIFIEDS —

Wanted & Offered

— 5¢ A LINE · CASH ONLY —
OPEN HAND, WANTED. One small accounting firm, three partners, all of whom routinely sign their own work. Barrio Logan. Reply Box 1A.
STONEMASON SOUGHT. Granite, 30×40, hand-engraved seven words, by April. Will pay in full. Will pay in advance. Will sign for delivery in person. Reply 2147 Fern.
SECRETARY, P/T. Stoneset, Inc. seeks one person to answer phones two afternoons a week. Discretion mandatory. Wit appreciated. Salary negotiable; honesty not. Box 4C.
SPACE FOR LEASE. Storefront, Adams Ave. Belonged to a man who said many things and signed none. Available immediately. Inquire ANYONE on the block.
FOUND. A small stone, in a leather pouch, on the Blue Line trolley Sunday afternoon. Initials inside: STSET Return to 2147 Fern St., #2. No reward.
LOST. The will to perform. Was last seen attached to a man in a Soho meeting on Tuesday. If found, please do not return.
— ALSO THIS WEEK — GALLERY OPENINGS · WHAT'S CLOSING · ONE OBITUARY

Gallery: BRONZE & CHALK

— OPENS THURSDAY · 8PM · 13 PRINCE —

A group show, twelve artists, organized around the question: what does it look like when a person signs their work? Includes new pieces by J. Basquiat, R. Pittman, and a small etched stone, untitled, from Stoneset.

Closing: THE WHISPER ROOM

— ALPHABET CITY · LAST CALL FRIDAY —

A small club beloved by certain regulars and feared by certain spouses. Doors close Friday. Proprietor refuses to say who decided. "I'd tell you," he said, "but we don't operate that way." A pity.

Obituary: THE ALPHA

— DIED · QUIETLY · MARCH 17, 1979 —

The alpha is dead, age unknown. He never told anyone how old he was. He was preceded in death by his receipts. He is survived by the people who actually do the work. Services private; no flowers, no podcasts. "He insisted he was different. He really wasn't." — close friend.

PAGE 3 OF 4 · CULTURE & CLASSIFIEDS · MARCH 19, 1979
P. 4 · THE RECORD SET. PERM.
SECTION FOUR · FINAL — THE RECORD · A LEDGER OF DECISIONS, OPEN TO PUBLIC — PAGE 4
— FROM THE LEDGER, GREENE STREET —

Decisions Made.
Hand Visible.

A new weekly column. Every public decision Stoneset made between Sunday and Saturday — with a date, in plain language, with a name. The Ledger is open to inspection on the third Friday of each month.

STONESET · INC. LEDGER · WEEK 11 · 1979 P. 0001
03·17·79 "Set the stone. Hand-bolted to the floor of 2147 Fern, 2F. — Witnessed by R. McCormack & J. Archer." — STSET —
03·17·79 "Refused an interview with The Reader. Reason: They asked who decided. The answer was 'we' — but no one had signed it yet. Will revisit when there's a name on the page." — STSET —
03·15·79 "Walked away from a small partnership with a downtown firm. They wanted the practice to soften a position. The position is on the stone. We can't soften the stone." — STSET —
03·14·79 "Capped Capsule 01 at 24 hooded sweatshirts. No restocks. Decided in the morning over coffee, with Mr. M., who pointed out we'd lose money." — STSET —
03·12·79 "Declined a magazine cover. Reason offered: 'I haven't done anything yet.' I think they appreciated this. They are unlikely to ask again." — STSET —
03·08·79 "Hired Ms. A. Vasquez, P/T, as office secretary. She asked, before accepting, what the company's policy on disclosure was. I gave her the granite to read. She agreed to start Monday." — STSET —
02·28·79 "Set the line: 'Never throw a stone and hide your hand.' Wrote it down for the first time on the back of an unpaid invoice for granite. Decided this was the line. Have not been able to unfind it since." — STSET —
02·14·79 "Filed. Stoneset · Inc. — for permanent use." — STSET —
↳ NEXT INSPECTION · APRIL 21 · 5PM 27 GREENE ST., 2F OPEN TO PUBLIC

How to Read
the Ledger

— A GUIDE FOR THE PUBLIC —

What it is. A single hand-bound book, kept on the desk at 2147 Fern Street, Suite 2. Every decision the practice makes that affects another person is entered, dated, and signed.

What it is not. A diary. A press release. A way to perform thoughtfulness. The Ledger is the boring sister to all of those.

Who can read it. Anyone. By appointment, third Friday of each month, 5PM. No identification required. No questions about who you are. We assume you came to see whether we did what we said.

What happens if we lie in it. Then the book is meaningless. Which is why we won't.

"If the decision isn't in the book,
the practice didn't make it."
— STONESET, ON THE RECORD
— FROM THE PUBLISHER —

For Permanent Use.

If you read this paper this week — write us. We'll print the letter, with your name on it. We won't print the letter if it isn't signed. We're trying to set the standard, not lower it.

27 GREENE ST., 2FSAN DIEGO, CA · 92104
— END · WITH GRATITUDE — COLOPHON · MARCH 19, 1979 · SAN DIEGO
— PUBLISHED BY —
STONESET — Press
A division of Stoneset, Inc. 2147 Fern Street, Suite 2, San Diego, NY. Filed February 14, 1979. For permanent use.
— EDITED BY —
THE FOUNDER
Founder, sole proprietor, signature on every page. Letters to the editor opened by Ms. A. Vasquez, Mondays. Reply by hand.
— SET IN —
Newsreader for the body, EB Garamond for the editorials, Anton for the headlines, Special Elite for the corrections. Printed on 70lb newsprint. Off-register red is intentional.
— ON THE STONE, AS ALWAYS —
"Never throw a stone
and hide your hand."
— STONESET · INC · SD · MMXXVI — EST. MCMLXXIXFOR PERMANENT USE
PAGE 4 OF 4 · THE STONESET TIMES · END OF ISSUE · MARCH 19, 1979