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Never ceases to amaze how pattern archetypes repeat. Take Sturgeon's Law: 90% of everything is Crap. Take this stream of typos and rambling - Fouroboros, a blog. It applies here too. (See, I just left out the comma separating "here" and "too." Shocking. Terrible grammar.)

But it fits everything. We listen to regularly and really adore 10% of our music collection, say. Only 10% of movies have a shot at Academy Awards. Or to popular acclaim, which is a different crap-meter from Oscar-worthy. Only 10% of Creative Directors are truly creative and can effectively shepherd and direct anything. (I gave up on making the cut years ago.) And, again, that implies that us other 90% are hacks. And that 90% of advertising is crap. That 90% of movies or music--is crap.

But is it? Isn't that too sweeping a generalization?

When I first read books like "Whack on the side of the head," by Roger von Eck, and then, as a shrimpling copywriter, and later on, higher up the foodchain of uselessness, I began to learn how simple the mechanics of "creativity" are, yet because of their simplicity how often we try to formulize it into a strict recipe to make it "billable" and more scientific.

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That's it. I'm trying a new tack -- end posts not with some"miraculous" conclusion, but