Theory of Creativity

In The Beginning...

. . . there were cartoons. Moya and Raia, both 32, believe their creativity did not start with entrepreneurship but with their childhood influences, which ranged from Bugs Bunny to MTV. Early on, they learned how to reconcile the absurdity of the media with the normalcy of suburbia. "We sort of mixed these things together, the mundane with the fantastic," says Raia. "The way we grew up, being on the cusp of Generation X, we acquired a skewed sensibility, which is a big catalyst of our creative ways."

That knack for coalescing the contradictory serves them to this day. "A lot of times, we're combining different thoughts, different patterns, different theories, classic elements from the past with futurist-type thinking," says Moya.

They're pretty good at combining childhood with adulthood as well: They're still cartoon watchers and comic book readers, and proud of it. Raia and Moya aren't quick to throw out any sources of inspiration, whether past or present, silly or sublime.

It's far from a frivolous move. Isn't childhood the prime time of all creativity, that span of time in which make-believe is a part of daily life and in which each person believes he or she is inherently creative--a dancer, a painter, a singer, an illustrator, a writer? What's so different about creating the ultimate sand castle and creating an innovative product prototype?

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This article was originally published in the October 1997 print edition of Entrepreneur with the headline: Theory of Creativity.

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