Category: creative

art, crayola, creative, creative process, creativity

Crayola – elevating creativity to art

Christa Avampato

“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.   

creative, creativity, design, Janet Grace Riehl.

What does "Curating a Creative Life" mean?

Christa Avampato

Many, many thanks to Janet Grace Riehl who left a comment on my recent post about how music and art can tap into a part of the mind that has been damaged to “re-teach” it. That post deals with a kind of therapy known as melodic intonation therapy. In a nutshell, the therapy teaches people to speak after a stroke by teaching them first to sing. Janet shared a very personal story about her mom, and I am very grateful for her comment.

She also asked if I could say a bit about the subtitle of my blog “Curating a Creative Life” and I realized that I may have always talked about this in a round-about fashion though never specifically discussed my philosophy on it. When I first moved to New York City over a decade ago, I was entranced by the window dressers of the department stores. And I was taken by set designs I saw in the theatres I worked in and by exhibits in so many of the incredible museums that make their home in New York. I wanted so much be someone who designs and chooses what goes where and how it all hangs together. I wanted to be a curator.

I went about my professional life thinking that design was beyond me, something that only the elite had a right to do as a profession. So, I put my business skills to work and toured with theatre shows, and later got into fundraising. I went to business school for my MBA, and now work for a toy company. All the while, I have been meeting interesting people in interesting places all over the world, and collecting their stories and my reactions to their stories. I recorded them in a journal for a very long time and now I write on this blog. In addition to my interest in curating, I am also intensely interested in narrative and story lines. I am a writer. And now I curate that writing.

“The hardest thing in the world is deciding what matters,” says Susan Monk Kidd in The Secret Lives of Bees. She right; it is always hard to choose. There are so many amazing things to do and see and be in this world. Our job, our only job, is to choose which experiences, places, and people are the ones most deserving of our time. We are choosing, and therefore curating, the different pieces of our lives. Our lives are creations always evolving, morphing into something different than they were yesterday. With every new interaction, there is a new learning and we incorporate that, somehow, into how we approach the next interaction, and so on.

Like a museum curator chooses what to put in the exhibit and where to put it, we all choose where and when and with whom to place the events that make up our lives. We are all creatives, carefully weaving a tapestry of the events, people, and places that make up our lives, designers of the highest order.

Thank you, again, Janet!

The photo above can be found at http://www.fotosearch.com/thumb/UNN/UNN256/u10097124.jpg