I have about 400 friends on Facebook. One of them is my mother. Right now, her status is, “another CrossFit torture awaits tomorrow.”

If you don’t know what CrossFit is, I’m sorry, but I can’t help you. I don’t know what it is, either. I mean, I can guess that it’s some kind of a workout method, and based on what Mom told me, it’s really good. Weights, and balance, and stretching, and more balance. Agility, too. All great things for anyone, but as Mom told me, “important stuff as you get older.”

It’s no surprise that I didn’t know what CrossFit was, or is. I’m the guy who still has the exact same workout regime he had 15 years ago. It’s actually true. When I do go to the gym, Friday is still my leg day, and I do the same exercises I’ve always done.

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The CEO stood in front of the entire staff, all of them dressed in casual summer clothes, and recapped the assignment that was about to cap off the official part of the conference. One more push and then they all would get back on a boat, get back to the mainland, and go have dinner at a nice restaurant.

But first, the assignment, the creative challenge that would also - hopefully - generate some solid ideas that the CEO could then use in sales. With about 40 great minds gathered in one place, she went for the kill.

“So, your assignment is to create a magazine concept for Marimekko,” she announced.

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