Turns Out, We're All Human

Isn't it funny how, in the end, our superheroes always turn out to be human? I've started an online masterclass with screenwriter Aaron Sorkin, who is kind of a hero of mine. It's available at www.masterclass.com, in case you're interested.

In the opening video for the class, Sorkin basically apologizes and says he's better in writing than he is in person. I guess we all expect the great Aaron Sorkin to be as sharply articulate as his characters and the actors who play them. But Sorkin, alas, is human. He says he prefers to think about his words first, rather than let them spill out of his mouth as they come to him. Me too.

Marketing these days, in these times, is different. It's more like the fast-paced dialogue of the characters Sorkin creates. Today, words – in tweets, emails, captions, videos, whatever – have to be sharp, clever, and in the moment. They have to feel in the moment. The more thought-out and perfectly crafted they are, the more forgettable they are.

The same could be said for images. Perfect imagery is cold and empty, even if it's pretty. We've seen pretty. Now we want more. We want images and words that evoke the mindset of the person in that moment. Messy. Blurry. A little off center. Maybe a little ill-advised. But always human.

I think it comes down to trusting yourself and being willing to get a little messy or, as my cousin's wise hubby says, "how comfortable with uncertainty you are."