Awful: everyone wants to be creative – it’s the only thing that counts. Obviously, it’s the creator’s divine gesture that attracts people. They want to embody this gesture in a clearly perceivable way. They create and they don’t comprehend that the use of designed things, signs and processes already requires design competence. Instead, people are banging on about being creative.

Decades ago, the theoretician Friedrich Wolfram Heubach already pointed out that potatoes, or indeed only potatoes, were truly creative: if they are stored in a cellar or elsewhere for a long enough time, they develop spots, they shrink, they produce lilac sprouts – while all they are really doing is rotting. Truly creative.