It’s always flowing, moving, exploring, and getting into everything, never getting stuck. Pervasive creativity means having one’s antennae tuned to channel MUSE, 4 looking for inspiration in everything. In a sense, the digital age allows us to take mainstream something of the philosophy of graffiti. We can introduce messages in startling ways, just as an artist such as Banksy provokes by taking clean conventional messages in conventional contexts, and turning them on their head: “sorry, the lifestyle you ordered is out of stock”. Don’t pre-select your silo!