" cultural change occurs whenever a new meme is introduced and catches on. It might be romanticism or double-entry book-keeping, chaos theory or Pokemon. So where in the world do new memes come from? sometimes they spring full-blown from the brains of artists or scientists, advertising copywriters or teenagers. often a process of mutation is involved in the creation of a new meme, in much the same way that mutations in natural environment can lead to useful new genetic traits. "

― Michael Pollan , The Botany of Desire: A Plant's-Eye View of the World