Advertisers are really smart people.
Calligraphy pens, circular saws, digital pencils, 4-wheel drive vehicles, to-do apps, are a few examples I can think of. All of these tools and widgets are easily available to most of us today. One or four clicks on a website and they are available to us. We see the advertisement for it, and we want it. Because the advertisement shows how easy it is to use any of these tools. Of course, the advertisers don’t say that you will need some sort of a skill before you can use this tool.
Possessing a tool does not a craftsman make.
The tool doesn’t assure skill. It enables a skill. It will help you hone a skill; you have to have the basic skill, however.
Calligraphy pens don’t enable good handwriting. If you have the patience, focus, and ability to write well, a calligraphy pen will help your handwriting look artistic — perhaps even elevate your handwriting. If you do not have an understanding of brush-strokes, colour — using a digital pencil in a digital drawing app isn’t going to enable you to create a masterpiece. What use is a 4WD vehicle for you, if you do not know how and when to engage the front or the back wheels (Transmission?) (Pardon me on the vehicle example, I really have no idea how a 4WD vehicle works.) But indulge me for a moment – isn’t it glorious to imagine taking a vehicle off-road, over rocky and rough places and feeling the rush of an adventure of driving on a surface that isn’t a road?
That’s why advertisers are smart people. They know what you feel; they zero in on that. They have 30 seconds to tell you the story, so, they have to edit – and tell you the most important things. About the tool. Advertisers are in the business of selling ‘tools’. The skill: you have to acquire yourself. They do not get the time to tell you, that if you do not know basic carpentry – there’s nothing worthwhile you can do with a circular saw.
Let it be known, I do not bemoan advertisers, at all. For those of us who have the skill to use these tools, advertisers do us a service of letting us know of the ways and means of honing our skill. It takes months, if not years to even acquire a skill, forget mastering it. It is up to us to decide which tool serves us the best, at what time, and for what purpose.
Acquisition of a tool is not acquisition of a skill.