agent provocateur

... "In the pursuit to market 'style' many people in the designed and corporate identity industries are disseminating various ideas and theories about creativity. Ironically, they are unable to define creativity within their present terms of reference. They are caught in a paradoxical situation in which they seem unable to distiguish between novelty (applying to a product style without a rationale) and creativity. Novelty results when creative solutions are demanded by businesses which do not acknowledge that
to be truly creative you have to risk failure."

from The Codex Project
Central St. Martins College
Graphic Design Dept.