Remixable.
You do not own the message, the experience, or even the product you create. It goes out into the world, and if you do it right and are lucky, it comes to life. Actually to life, as in the concepts behind memetic theory (which, for the record, I was interested in pre-lolcats). Conceiving of ideas as organisms means you need to design them to be evolution-friendly. Let people play with it, and see what elements work, what resonates, and what can be excised. Learn from it. And most importantly, don’t fight for control over the elements of your expression - even letting someone else make money from derivatives of your promotional efforts supports your core goal.
