03/07/2026
To “reify” is to turn an abstract concept into something real. This passage at the start of Rick Rubin’s new book, “The Creative Act: A Way of Being” feels like a quiet nod to our name.
The Creative Act brings deep, yet simple spirituality into how we might approach the creative process. Creativity, particularly in sales-based fields like marketing, can often feel active, almost like a dragging or pulling sensation at times. But Rubin speaks about the creative value of passivity. He says that only Source is the doer, and we are merely the witness. Receivers in a limited world, translating data spoken by a limitless Voice.
Rubin often discusses serendipity and synchronicities, such as finding a phrase that reads like a secret password from the Beyond. He says these present opportunities to connect with yourself, or hear a silent whisper guiding you towards your next steps.
Have you experienced something like this? Do you believe a coincidence is just a coincidence, or something more?
