Changing only one word in Derrida’s statement makes a big difference. “Il n’ya pas de hors-texte” is all about the fact that there is nothing outside the context or “real-history-of-the-world,”. Is it true that no matter what we write or create, we cannot outsmart the limits of the context? That we are bound to the battlefield of multi-textuality, a cocktail of words and images, endless limited combinations of symbols and stereotypes?

Lacan touched on this point when he proposed his ethical maxim: “do not give up on your desire”. For desire is the subject of unconscious, the not-known par excellence and therefore rightly means: “do not give up on that part of yourself that you do not know” by consistently linking the known by the not-known.

In advertising, I have seen many desires-come-true. To the patient ones, the funny ones and the ones who are able to recognize the beauty.

“But I never believed the people when they spoke of great men; and I maintained my belief that it was an inverse cripple who had too little of everything and too much of one thing” (Friedrich Nietzsche, Thus Spoke Zarathustra).

Whenever you step outside of the known, you risk losing a part of “everything”, being left with too much of one thing. It’s worth it.