Not many companies would be brave enough to hire a man who writes arguments about why not to buy its software. But David Diamond speaks the truth about digital asset management (DAM) -- the good, the bad and the ugly. The DAM he writes of is an aspirational DAM, the one whose promise brought him to the industry, the one he still believes in and the one he pushes the industry to deliver. And by writing about it with humor, in plain, jargon-free language, he wins some champions of his cause along the way.

We're just happy for us (if not for him) that he always breaks his New Year's resolution.

Who are you -- in a 140-character tweet? I’m a DAM fan, friend and foe. If I thought DAM had fulfilled its promise, I would leave. I’m waiting for the breakthrough.

What attracted you to your field -- and what still excites you about it? In my often confused and confusing brain is an image of something big -- really big. It has to do with having access to anything you need at any time from anywhere. I originally got involved in DAM because I figured it was the horse most likely to get me to that vision. Unfortunately, DAM along the way developed a drinking problem, it started dealing drugs and now it’s involved with organized crime too. (And I think it killed the dog, too, but I can’t prove it.) I stick around because I’m hopeful DAM will emerge from its troubled adolescence a respectable adult that gets the respect it deserves.

What’s your proudest accomplishment of 2013? Winning the “DAMMY of the Year” award (Duh). I put the DAMMY on a shelf next to my gold and platinum record awards from, you know, a few years back. A friend of mine saw it there and said, “Is this meant to be ironic?” I hate my friends.

What’s your goal, personal or professional, for 2014? I just turned 50, so I suppose my personal goal should be getting out of bed without causing myself too much pain. My professional goal would be getting through the day without causing Picturepark too much pain.

What's an important story you will be tracking in 2014? I would rather be the subject of 2014’s important stories than just another marketroid who is “super excited!” and “really looking forward!” to retweeting them. Imagine if everyone on Twitter told their own story instead of retweeting the stories of others. Imagine if every company on Twitter had the expertise to use it as a means for educating instead of just annoying.

What’s the one New Year resolution you always make -- and always break? Getting the hell out of Digital Asset Management before I turn 50.