In the creative industries we tend to focus on art as the product being sold to our customers. It’s obvious, right? People buy CDs, theatre tickets and books; it’s where we make our money. But what if the customer is less interested in the output of our creative endeavours than the creator herself?

In an era where everyone is encouraged to be creator (marketer, retailer and distributor), but where so few are capable of creating spectacular art, I wonder whether it is the process that has value more than the output?

I can’t help but wonder whether the part of creation we can’t see, and can’t possibly understand, is ultimately the most desirable?