But as you know, our first question is always, Piero, what does creativity mean to you?

I will start with what I said to Paul McNeil, the teacher of the Master in Graphic Design in 2008, that both you and me attended, when he received me in his meeting room and he said, Piero, you're about to start the Master in Graphic Design.

How do you feel about it? And I said to him, to be honest, I'm not a creative, so I don't really know, but I'm very excited to give it a go.

And that was when I was in my early 20s.

I just moved to London and I was basically running away from a master degree in politics.

That was what my previous studies.

And that's why I was like, I don't know, like I'm coming from a different background.

three.