Createfillment

The 6 arms of Creativity.

When you visit ByBaPlay.com or receive any of our products at home, you’ll come across a word that, no matter how hard you look, you won’t find in any dictionary: Createfillment.
It’s our original claim, and its meaning is very simple: “fulfillment through creativity.”

This term has some history at ByBa.
When we started this project, Clody and I spent a lot of time discussing creativity itself—its nature, its many benefits, and also what people actually understand by it, not in academic circles, but out there, in everyday life.

That’s where we realized that creativity generally has “good press”: being creative is seen as something positive, and almost no one feels offended if you tell them they are creative.
But we also immediately noticed that most people’s idea of creativity is still the traditional one—mainly understood as an expressive skill. Creativity is more likely to be associated with playing the guitar or writing a haiku than with solving 2,000 small things every day.

And even before doing anything, solving anything, or imagining anything, it is almost impossible for people to think that one can be creative simply by having an identity or a singular stance toward the world.

What we realized is that we were very far from considering creativity as a key that could open the door to personal fulfillment. Whatever that may mean for each person—even playing the guitar or writing a haiku—but not especially or exclusively that.

So we decided that the core of ByBa was to show as clearly as possible that Creativity—with a capital C—is what enables Createfillment, what allows you to fully realize yourself as a person.

This concept has 6 pillars (just like the six sides of ByBa’s hexagonal mark 😉).
These pillars are Intelligence, Wellbeing, Connection, Development, Play, and Freedom.

We truly believe (and I mean this seriously—it’s not marketing bullshit like “we’re passionate about what we do”) that these six concepts are actually different names for Creativity itself. Each one is Creativity seen from a different angle, which is why they are inseparable from it.

Each one is a two-way street to Creativity: they are perfectly reversible.

Let’s see if you agree:

1- It’s impossible to be intelligent without being creative. And it’s impossible to be creative without being intelligent.
Isn’t someone capable of creating something both new and useful worthy of being recognized as intelligent?

2- You cannot achieve wellbeing without being creative. And without the goal of wellbeing, creativity wouldn’t even cross your mind.
Unless you believe we are born in a state of absolute and permanent perfection (both ourselves and everything around us), wellbeing is something to be achieved, not something given. And to achieve it, you need creativity.

3- To connect with others, you must be creative. It is not possible to be creative in isolation, without connection.
We are all different, and no one perfectly “fits” another. Relating to others always requires creativity and adaptation. And in total isolation, without any connection to others or what they do or have done, it is impossible to generate a single idea.

4- To develop (in any sense, including economically), you need your creativity. And creativity without the very idea of development is a fiction.
There is no development without change, without growth—without becoming something different from what was before. Daring, believing that another state is possible—that is essentially creative.

5- Without play, there is no creativity. And creativity would not exist without the possibility of play.
Don’t think only of play in the obvious, playful sense: simply considering a possibility is already playing with it.

6- Can you imagine creativity without freedom? Is it even possible to be free without being creative?
The home of personal creativity is the mind, and a mind that doesn’t allow even the faintest “what if…?”—even without telling anyone—will never be free.

These are the 6 arms of Createfillment (in Spanish we might call it “Crealización”), and we love this concept (so much that we made it ByBa’s claim), because it allows us to ask anyone who believes they are “not creative” (which is completely absurd, but it happens):
are you willing, then, to have nothing to do with intelligence, wellbeing, connection, development, play, and freedom?

OK, that’s what we thought...

Forever Curious,
Blithe Ernst, Minister of Play at ByBa.