"It's ok to be a hack, as long as you're doing it on purpose," he says. "I use the word because it has a great back story and because i couldn't think of a better, more specific way to talk about this." 'If ten people looking at it all say the same one, you might want to consider how you either present it or how you talk about what it is that you're trying to accomplish with it,' he adds. "'Nobody knows anything', william goldman famously said,. And what he meant was, every block buster, and hollywood, is a surprise every one'