Again, these ideas from advertising had a deterministic outcome, but the same theories could be applied to quite a different outcome. The outcome that I was interested in was the idea of self-organization. Transformation in the self, or creative potential of the self, so that anybody could create their own being in relation to other people. I was interested in society. I see that there’s a richness in relationships between people, community. That was Control magazine, really. It was the idea to set up a mechanism for people to externalize models of their practice in a society, in a community. There wasn’t anything like that around at all.