This document discusses enabling mass creativity in the Internet of Things (IoT) through a do-it-yourself (DiY) approach. It presents three concepts for supporting DiY in the IoT: the Call-out IoT, which allows people to augment the environment with location-based tags and communications; the Smart Composables IoT, which provides instructions for composing and repurposing physical objects; and the Phenomena IoT, which allows people to model and leverage patterns in collected data to shape behaviors and create aware applications. Examples are given for how these concepts could support home applications and optimize traffic based on analyzed crowd data.