"We're going to try to do more to communicate the value of activation to customers in addition to making the process simpler and more consistent."

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The creative process, so far as we are able to follow it at all, consists in the unconscious activation of an archetypal image and elaborating and shaping the image into the finished work. By giving it shape, the artist translates it into the language of the present and so makes it possible for us to find our way back to the deepest springs of life.

— Carl Jung