Creativity is about the most worn-out, abused concept that used to mean something remarkable, something that differentiated someone, something that made them special. It’s a term that’s been usurped … and reduced to a base concept that has come to stand for the opposite of creativity: mediocre, middle-of-the-road, acceptable, unadventurous, and so forth—so that creativity is no longer creative. What was once creative is now uncreative.

Calling a practice uncreative is to reenergize it, opening creativity up to a whole slew of strategies that are in no way acceptable to creativity as it’s now known. These strategies include theft, plagiarism, mechanical processes, repetition. By employing these methods, uncreativity can actually breathe life into the moribund notion of creativity as we know it.