'The best way to make a small fortune is to start with a small one.' Someone's visible signs of success are not necessarily a good indicator of the underlying changes. The direction. The growth. Creativity is complicated, ambiguous and confusing. It can't always be counted. It needs a deep understanding of needs and wants. What it means to be human. What it means to be alive. 'Forward' steps face random changes and can only be known in advance if the thing has been done before. Known steps aren't creativity. Underneath everything, creativity is our contribution. It is our creation of meaning. Our purpose. It determines whether we are consumers or custodians. Whether our activity actually takes more out than it puts in. Whether our winning requires someone else's losing. Taking versus making. Creativity determines the why.