This is an excerpt from a Seth Godin post. You can find the middle bits here.

The creation of worthwhile work is a duet. The creator has to do her part, but so does the customer...

Movies, writing, sushi, safety ladders, high-powered magnets, saxophones... it doesn't matter. Every creator that desires to fly higher needs an audience willing to cheer them on and go for the ride as well. That's our part of the deal.