I think of a secret word which is kind of an overarching human theme that unifies the profile or gives it direction, so it’s not just like a bunch of interesting facts about a famous person. And I maybe use this word once or twice in the piece but what’s interesting is that sometimes, often in fact, the editors will use that word in the title or the subheading…
For Julio Torres it was Imagination.
For Bo Burnham the secret word was Anxiety.
For the pop star Troye Sivan the secret word was Coming of Age.
It’s just a thing that helps me write about a human rather than a celebrity.
Source (From 49:50)