David Ogilvy’s “The Theory and Practice of Selling the AGA Cooker” is a masterpiece of direct marketing. Fifty years after its 1935 publication, Fortune magazine dubbed it the best sales manual ever written. It shows a keen knowledge of product and customer as well as the barriers and drivers to sale. David notes that, “The worst fault a salesman can commit is to be a bore,” a peril he gives wide berth on every page of his entertaining manual. “The good salesman combines the tenacity of a bulldog with the manners of a spaniel,” David writes. “If you have any charm, ooze it.” Hunt this manual down online – it is easily found – and read it, even if you don’t care in the slightest about cookery or appliances. But at its best, it reaches out into the world in ways that previously would have scarcely been imagined. When I asked Khai to provide an adjective to describe the newness of this creative opportunity, he went silent for a while, and then obliged with “pervasive”. This is creativity which pervades the world, not recognizing any barriers, divisions or silos. What I call “packaged” creativity, which delivers messages in neat bundles to interrupt your passive use of media, is essentially invasive. It seeks to intrude in defined spaces. It lobs carefully crafted missiles out into the world. But “pervasive” creativity spreads: it is essentially liquid. As Khai wrote: If you want a metaphor for Pervasive Creativity, think of water; it is both vital for life and unstoppable when in full flood. It flows through cracks too small to see.