“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep. ~ Scott Adams”
I loved my visit to Crayola. The town is charming, residents friendly, the Crayola team beyond gracious, and the natural setting in the stunning Lehigh Valley. Somehow Crayola has absorbed all of this into its culture. I understand now why people stay for so long.
My boss and I went out there to discuss innovation and the process Crayola has gone through – it has been a long and winding road. What struck me most poignantly is that about 5 years ago, Crayola was not an innovative company. They made crayons. And some washable markers and outdoor chalk. And they thought that way – with blinder on – and operated that way – in silos.
Today, the story there is radically different. They are a company that had been on the right of peak on the trend curve and made the difficult and arduous journey to reinvent who they are and what they do. In three words, they are a company that “inspires limitless creativity.” To have a mission and reason for being that concise and powerful has such far reaching effects on product, on customers, on culture.
At the crux of their reinvention was a commitment by their extraordinary CEO, Mark Scwab, and his ability to give team members permission to try new things, take risks, and then, even more incredible, permission to cut their losses on an idea that didn’t work in its current form. They have the support to try and fail, and because of that support, they have succeeded in not only limitless creativity, but limitless art.
Published by Christa Avampato
The short of it:
Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day.
The long of it:
My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events.
While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series.
A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist.
My company:
I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media:
• I craft products, programs, and projects that make a difference;
• I build the business plans that make what I craft financially sustainable;
• I tell the stories that matter about the people, places, and products that inspire me.
Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.
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Christa Avampato 
“inspires limitless creativity.” That is a GREAT quote. It will be interesting to see how they do with this new direction. Oh by the way, just came across your blog and I think it is great.Thanks for sharing,be well, Jamie Croft
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Hi Jamie! Thanks so much for reading my blog and for your comment. Crayola is a great partner to the retail company I work for, and I am incredibly inspired by their culture and commitment to helping kids explore their creativity. They’re amazing group of people.
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