This Is Not the Real Me

I’m getting old.

There’s really so many reasons to say that, but the most pressing is I had to get work headshots done this month.

I'll begin with a caveat. Nothing here is meant to shit on the photographer - very nice human, a good photographer. Or on the creative. Having been “the Creative” on these types of things a number of times, I knew exactly what we were trying to do and it was solid.

BUT - I'm getting old. And maybe I chose a bad shirt.

The Photo Lottery

I work for a young company.

It's weird to be one of the older faces, and after these photos I'm sure I will very visibly be one of the older faces. But the whole thing got me thinking about corporate "appearances" and the very nature of what we do.

Of course, it led me (very quickly) to the delights of authenticity, a favorite subject. But these intrusive thoughts weren’t about how to be authentic or tease it out of my creations. The darkness descended and I began to question where, or if, it really matters at all.

Stick with me Gen Z’s, I see you getting uncomfortable.

Maybe I have a new point of view? Let’s find out.

Posing as Yourself

Did I say I'm getting older? And I’m definitely not taking good enough care of myself.

I'm not cold plunging in the morning. I'm not grounded walking (I’m never doing that). And I obviously wear the damage of a man in his mid-forties with two kids and a deadline-based profession.

These days I'm much more of the posed black-and-white polished photography that hides the wear and tear of agency life, than the smiley candid approach it was obvious we were trying to achieve when I was in the UK. But this isn’t about me, the majority of our fresh-faced staff could indeed be their most authentic selves that way.

Cut to two days post-shoot and maybe I could have pulled it off. I got ready, looked in the mirror and Holy Moly - I looked like me. But I couldn’t give “Dave” (that’s not his name) a ring and ask him to pop over to the hotel lobby for some short notice reshoots.

It may indeed be a lottery these days, but isn't that how it is for everyone?

What Is Me?

We spend a long time on shoots polishing things - hair, make-up, script or talking points, lighting, lenses. Every box ticked to present the most considered and polished version of YOU.

But let's be honest - that's not you.

You had one too many glasses of wine last night. You slept funny. You did everything you normally do, but for some reason you’ve got a sticky-up bit of hair at the back, or you spilt some coffee on your jeans.

That’s the authentic you.

But does anyone really want that you captured on film for eternity, apart from your family? Who, to be honest, probably wishes you’d shaved. (“Ugh, too spikey, Dad.”)

That’s not the YOU we present to clients.
That’s definitely not the YOU we curate for the ’gram or the dating apps - you savages.

So who is the authentic you?

Maybe Authenticity Is Contextual

Is authenticity the real you in sweats on Saturday night? Or the corporate YOU?

Work YOU? On a date YOU? At your wedding YOU? The YOU you kind of are, but also definitely aren’t for the majority of the time?

The slow-brained you? Or the eloquent, rehearsed, on-point Super YOU?

We all know the truth: you’re a bit of both. But in communications? We want the other one. The best YOU.

And then we’ll slap some make-up on it and call it “authentic.”

Enter: AI

My question? In the age of AI - why do we care?

What’s the difference between the corporate headshots I just went through and using an app like Filterly? You take 8 selfies (literally just-out-of-bed selfies), upload them, and tell it to make Corporate YOU.

It does a pretty good job. Hair, make-up, lighting, styling (avoiding the not-flattering blue shirt - note to self).

It poses you, hides the tummy (by just creating a new one), and puts you in whatever setting you like.

Need some manifestation for a mood board? It’ll also make Beast Mode YOU super jacked, or Ultra Rich YOU by your swimming pool, or Seductive YOU in really good lighting.

But don’t get carried away.

The question is about Corporate Headshot YOU. Why is this different? You tell me. It’s all window dressing - this one just eliminates the risk.

What About Written YOU?

Now if you're a regular reader, you'll be aware of my dislike of the use of AI for writing.

That’s because I believe when you write it’s the real you: your POV, your thoughts, your opinions, your nuance.

And the time required to write, gives you a chance to actually review and make sure enough you comes through in the spellchecked YOU.

But if what you write is going on a corporate website for a business initiative?

It’s highly likely a professional copywriter will edit you and clean up your work. Just had that experience too - Uh-Oh.

Corporate, Employer, Personal, and… You

Let’s break it down:

This is the distinction between Corporate Brand and Personal Brand, but Employee/Personal Brand lives somewhere in the middle. Then… there’s also you… Arggh so Meta.

As comms professionals, we spend so long thinking about all of these personas and trying to blend them all that we can lose sight that perhaps the separation is okay. Maybe we need a clearer definition and that’s rarely considered.

Imagine a brand guide that looked like this:

1. Corporate brand guides p1–20

2. Employer brand guides p21–40

3. Personal brand guides (as YOU the employee) p41–60

4. Personal brand guides (as you, that just happens to work for us) p61

Or even more transparent:

1. Corporate Jargon, regulation and red tape

2. Corporate Jargon (watered down but still undeniable)

3. ME, talking to YOU, talking to EVERYONE at the company

4. Only your nearest and dearest really want this you.

And if you’re really lucky, you can give them number four. Grumpy you, unfiltered you, kind you, genuinely happy you, excited about something only you really like you - the softest version of you.

I call him “inside” Mark. He only really appears when the hard part of the day is over. And when I’m wearing my photo face, he has less time in the limelight. Which is a lot these days.

And, just so you know, there’s nothing wrong with keeping number four especially for your special people. It’s not for everyone. Don’t be convinced by the authenticity peddlers - you don’t have to present this one to the world online.

What’s the Point of All This?

I'm somewhat of an early adopter. It’s why I’m good at my job. I like to jump into subjects, learn a lot about them quickly, grasp them - then move on.

If I’m an early adopter, I’m definitely not often a long-time user.

It’s why I didn’t jump on the content creator train, even though I met an exec from Google when they were announcing they had just bought YouTube and he told me it was the next big thing.

Even with early market insight I just don’t have the stomach for the performance of it all.

I say this to reinforce: I was also early on the Generative AI train. I’ve dabbled a lot, perfected not much and moved on to the next thing as they continue to roll out at light speed.

It appears I like what’s next.

Gary Vee and the AI Avatar Explosion

F@*king Gary Vee, as I like to call him. The serial entrepreneur and early adopter has said he believes the next big explosion is in AI agents.

I’m working with a big client at the moment who also may know a thing or two about this, so I’m learning BTS where the technology is headed.

Gary’s thesis is the AI agent/avatar will land somewhere in the middle of Disney IP, celebrity, and influencer.

Meaning, for communications or advertising or perhaps direct customer relationships, you’ll end up with an AI avatar that is the brand spokesperson.

The brand will create it, own it, and deploy it as needed. We won’t be forced to guess what is real because it’ll just be an accepted medium.

Side note: Respond to this email with the word TRUST and I’ll send you an advance copy of my Gorilla Gorilla! commissioned Trust Field Guide for more on what’s real.

Is it different from Mickey Mouse selling you something? Or David Beckham telling you to wear Gucci (or whatever one it is he’s currently flogging)?

At its core (if you really think about it) it’s not.

Is David Beckham even real?

Let’s Challenge Some Assumptions

I spent the past six months consuming almost only things that challenged my beliefs or interests. I think it’s healthy and everyone should try it.

From reading a deeply researched text about why Neo Liberalism is the worst thing ever (because I kind of think it’s maybe not)… 

To learning everything I could about the Kendrick vs Drake beef (because I didn’t care if he sang the song at the Super Bowl, but many people fanatically did and I thought best understand why).

So based on my analysis above, my newfound photo phobia, and my desire to keep early adopting - here’s how I’m choosing to adjust my perspective on authenticity:

1. If MrMcK. is my Corporate Brand - it does have an ethos and guiding principles and a website. (Think more Liquid Death than Philips Healthcare in its corporateness.)

2. And if Gorilla Gorilla! is the Employer Brand - where I’m ME, a bit edited, copywritten, or my hair done for photos…

3. Then Unreasonable Creativity is my Public Personal Brand. Thanks for listening to me. Here I am, more unfiltered and maybe you like what you read. But let’s tell the truth: I’m still ME, not me. I know you’re all watching.

I’m fascinated by the melding of human personality and the difference and similarity between who you show and who you are, and how inter-related those masks appear to be.

So let me provide some hot takes.

Are AI photo touch-ups okay?
Sure, why not. What’s the difference between that and the HMU department?

Is it okay for ChatGPT to write your thought leadership?
Nope. Don’t be a baby, say something for yourself.

Is it okay for ChatGPT to help you research, brainstorm, check grammar or make suggestions?
Yup. You’ve been doing that since the birth of the Internet. It’s just quicker now, integrated, and will only get better. Keep doing it. Be more correct. Be more clear. Maybe use Perplexity.

Should you build an AI avatar of yourself to further your personal brand -  a Superman to your Clark Kent, a Roman Reigns to your Joe Anoaʻi (hi wrestling fans)?
Let’s find out! But make sure everyone knows what you’re doing and don’t put it on your Tinder profile.

As for “inside” Mark?
He lives in Canada with my kids, and occasionally comes out for drinks for a very select few.

They seem to like him. You probably would too.

Mustard on the beat #IYKYK

As you were.

MrMcK.

About the Author: Mark McKenna helps companies all over the world drive progress through strategic storytelling and content production. He has spent nearly 20 years at creative agencies serving clients at the intersection of corporate communications, advertising, and public relations. For the last decade, he has held senior leadership roles, providing counsel to the decision makers at the largest organizations in the world. Mark’s career includes time spent in London and New York, working with Fortune 500 and FTSE 100 clients on their communication challenges across EMEA and the Americas.

But, if you meet him in person, he’ll say “Hi my name is Mark. I help businesses talk to humans.”