Theory of Creativity
Two creative geniuses reveal how to think out of the box.
We all start at the same spot: a blank space--and with a common
goal: to fill that space. But the path we choose from there is
completely individual, as individual, in fact, as the mind itself.
What occupies that distance between nothing and something is the
mysterious science we call creativity.
Funny how the mind works. The visions that come in like a flood,
the blocks that temporarily immobilize, the defeats that send us
back to the proverbial drawing board, the triumphs of fitting the
pieces of the puzzle together, the satisfaction that comes with
knowing something is right. The mind lurches, stalls, sprints,
strolls, stifles, flows. We so often ask "What do you
think?" while neglecting to ask the more interesting question,
"How do you think?"
In business environments, creativity has traditionally been
considered an anomaly. At worst, it's a sign of
unprofessionalism; at best, it's a burst of energy confined to
specific blocks of time. Even Webster's is remarkably stale in
its definition of creativity: "artistic or intellectual
inventiveness," it tersely summarizes. These perceptions fail
to satisfy. The beauty of creativity is that it overflows the
boundaries we set for it. To anyone who has been called upon to
create, the means are infinitely more interesting than the
definition and at times even more interesting than the end.
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For modern-day creative genuises Joe Moya and Joe Raia, owners
and founders of Joe Designer Inc., a product development and
graphic communications firm in New York City, creativity is the
very foundation of their business and the makeup of their souls.
With their team of illustrators and industrial and graphic
designers, they've developed products ranging from handmixers
and toys to street-hockey blades and video game controllers for
corporations such as Betty Crocker, Toy Biz, Kodak, Viacom
Retail/Paramount, 4Kidz and IVY Hill/Warner Media Services.
"Being creative," says Moya, "is kind of the
ultimate thing here."
Being creative. It's an overwhelming call, for sure. But for
entrepreneurs, what could be more fitting to their constitution and
more, well, good, old-fashioned fun? We've pinned the Joes down
and done exploratory surgery on their creative processes,
uncovering some fascinating and practical insights into their
theory of creativity--so you can learn to unleash yours.