Adams, author of The Hitchhiker’s Guide to the Galaxy, was wary of anyone who set out to make Art with a capital A. Asked whether his work should be treated as an art form, he said that label is for others to decide after the fact; the most interesting work, he argued, comes from people who think they are simply practising a craft. The idea echoes a long suspicion of self-conscious greatness, from Zen ideals of effortless action to Romantic notions of spontaneity. Aim at “important” and you freeze. Aim at making the thing well, honestly and with curiosity, and art may turn up uninvited.