His thesis is that in the world of creativity you must pay attention to the process and the product. The process is the means, the inspiration, the journey of the creative to get to the product. And of course, the product is the product.
He continues on to say that the tension felt between creatives and the powers that be often lies in the fact that the product is elevated above the process. The Powers don't enter into the process that the creative went through and only focuses on the end product.
He says that perhaps if the Powers would enter into the process, maybe the product would turn out differently-or perhaps a tweak here or there in the process (and possibly in the re-do) would yield a more pleasing product. Hmmm.. that's food for thought.