The magic word these days is ‘creativity’. And not just for artists: managers and policymakers alike demand creativity. Even family therapists and mediators urge us to find more creative solutions. Nowadays, creativity is all about positive morality. We expect nothing but good from it. But what remains of the meaning of the word now that it has become so commonplace? And where does this hunger for creativity come from? Isn’t it instead a sign of a creeping loss of true creativity? Author Pascal Gielen, the director of the research center Arts in Society at Groningen University and a specialist on art and Post-Fordism, relates the story of the process of the social (re)creation of creativity by taking readers on an imaginary eight-day journey. The second in a series issued by the Mondriaan Fund to promote thinking about visual art and artisthood.