The Consumer Is Not a Moron. He Is The Other Half of Creative Genius.
In the myth-making that follows success, the beginnings of any creative endeavour or career always happen under the light of a guiding star.
Every creative breakthrough, this myth holds, is foreordained. It benefits and enriches us - we undeserving flock of consumers - through the work and preachings of a chosen one. A christos1, whose genius is to know something we don’t: what we really want.