Back in the 1980s, a guy named Craig Stecyk became the art director at Powell Peralta skateboards. He had one rule: print ads for Powell Peralta will not feature any skateboarding. This was unheard of. How can you advertise a skate company without showing its team riders skateboarding? Craig’s decision had a far-reaching impact on skate culture, and on many aspects of Western culture today (including many of today’s big brands). What can Craig’s decision teach us about making art? And how can we, as artists (that means you, buddy) create a place for others to get lost in?