Any creative work is largely about discovering.
It’s not about creating per se. It’s about the act of discovery.
That’s our real role. We don’t create these things. Any work of design or writing that exists, or any work of communications that has the potential to exist, is there to be discovered.
It’s important we understand that it’s not created. The creative process is the way through which we discover.
By discovery we take out the ego, we take out the elite nature of writing.