Zadie Smith // "To my mind, a true 'Creative' should not simply seek to satisfy a pre-existing demand but instead transform our notion of what it is we want... A genuinely creative piece of work always declines to see the world as others see it, or as it is commonly described... Sometimes this forced change of perspective provokes delight, and a Creative should count herself extremely lucky if that turns out to be the case. But she should also prepare herself for the more usual reactions: discomfort, distaste, confusion, shock — even anger. The genuinely new rarely slips easily into the world-as-it-is. It causes at least a little friction."