Theory of Creativity

Thinking Ahead

One thing you should know about Moya and Raia: They are obsessed with the future. "We have this fixation," says Raia. " `How are we going to evolve? What is going to happen tomorrow? How are we going to link the present with the future?' We think about the future with new technologies, new ways of molding and manufacturing, new methods of client relations. We're constantly trying to determine what's going to happen tomorrow and the day after and down the road, and what we're going to need to do there."

Their fascination with the future makes perfect sense. Creative types realize the future holds infinite possibilities unrestrained by today's conventions. Creativity, like the future, is greater than Moya or Raia or you or me. The hugeness of it naturally inspires awe, and the awe naturally inspires creativity.

Moya and Raia are, in the final judgment, idea men. If the future builds it, they will come. And they'll take a lot of people with them. "We like leaving people with something new on their minds," says Raia. "Anybody can put a couch up against the wall, but to turn it on a 30 degree angle, put this little thing behind it . . . just adding a little twist to something, that's all creativity means."

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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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