Synectics presumed that something about the process of creating, rather than the particular form or purpose of the thing being created, motivated people. It didn’t matter whether they were tasked with designing a new hair dryer or a wheelchair or a marketing plan (all Synectics projects, at some point). All of them could, indeed should, engage the

As part of this model where the ‘back-end’ gets more attention than the artefact, a systematic dismantling of the myth of ‘the artist’ as a stand-alone genius, standing above, or aside from the world, needs to be enacted.