I think if a writer is not endeavoring to expand and alter consciousness in himself and in his readers, he is not doing much of anything. It is precisely words, word lines, lines of words and images, and associations connected with these word and image lines in the brain, that keep you in present time, right where you are sitting now.
The head of a record label sets up structures, but he also defines the sound of the label, which is to describe what is desirable, what fits and what is quality for that label and then to create an environment where that sound can thrive.