In April of 2013, multidisciplinary artist Elle Luna posted an essay about empowering yourself to act to Medium.com, and quit her dayjob to paint full-time. The essay, The Crossroads of Should and Must, had 5 million tweets in just a few weeks, and resulted in a book of the same title, marketed with Elle’s #choosemust hashtag. The book was nominated for Goodreads’ 2015 Best Nonfiction Award, and since then, she’s been posting her own work and leading 100-Day Projects on The Great Discontent, where Instagram followers take up one artistic hobby for 100 days straight and document their progress with the hashtag #100daysof___.