THE 10 PRINCIPLES OF
CREATIVITY

AUTHENTIC, UNCONVENTIONAL, CURIOUS,
RESOURCEFUL, PATIENT, PRESENT, INTUITIVE,
EXPRESSIVE, INVENTIVE, INSPIRED

BUILD AND SUPPORT CREATIVE CONFIDENCE

The Choose Creativity initiative is based on the 10 Principles of Creativity. We deliver our programming through three unique frameworks – whole-school, after-school/community organizations, and corporate – by training the teachers and professionals to use the 10 Principles at work, with students, and in their own lives. Each framework consists of content and professional development workshops that develop creative confidence, resilience, and social-emotional skills.

WHOLE SCHOOL PROGRAM

AFTER-SCHOOL AND COMMUNITY PROGRAM

CORPORATE PROGRAM

THE 10 PRINCIPLES OF CREATIVITY

The 10 Principles of Creativity and their Mantras are the pillars of Choose Creativity. They were developed by Marina and Kevin Krim in response to the tragic loss of two of their children to help others overcome adversity using a creative mindset.

AUTHENTIC

My Ideas Come From Who I Am

EXPRESSIVE

I Can Share My Feelings In Different Ways

RESOURCEFUL

I Can Make Something From Nothing

INTUITIVE

I Trust MySelf And What Feels Right To Me

CURIOUS

I Like To Learn New Things And Try Out New Ideas

PRESENT

I Pay Attention To MySelf And My World

UNCONVENTIONAL

I Can Do Things In Unexpected Ways

INVENTIVE

I Come Up With And Use Good Ideas In All Parts Of My Life

PATIENT

I Know My Best Ideas Take Time

INSPIRED

I Get Ideas From My Every Day  Life And World

AUTHENTIC

My ideas come from who I am

EXPRESSIVE

I can share my feelings in different ways

RESOURCEFUL

I can make something from nothing

INTUITIVE

I trust myself and what feels right to me

CURIOUS

I like to learn new things and try out new ideas

PRESENT

I pay attention to myself and my world

UNCONVENTIONAL

I can do things in unexpected ways

INVENTIVE

I come up with and use good ideas in all parts of my life

PATIENT

I know my best ideas take time

INSPIRED

I get ideas from my every day life and world

WHY IT MATTERS

Creative confidence helps us as individuals and helps the organizations we’re a part of. Legendary Stanford psychology professor Albert Bandura has shown that “our belief systems affect our actions, goals, and perception. Individuals who come to believe that they can effect change in their lives and worlds are more likely to accomplish what they set out to do. [They] set their sights higher, try harder, persevere longer, and show more resilience in the face of [adversity].” (Source: “Creative Confidence: Unleashing the Creative Potential Within Us All” by David Kelley and Tom Kelley)

WHY IT MATTERS

Creative confidence helps us as individuals and helps the organizations we’re a part of. Legendary Stanford psychology professor Albert Bandura has shown that “our belief systems affect our actions, goals, and perception. Individuals who come to believe that they can effect change in their lives and worlds are more likely to accomplish what they set out to do. [They] set their sights higher, try harder, persevere longer, and show more resilience in the face of [adversity].” (Source: “Creative Confidence: Unleashing the Creative Potential Within Us All” by David Kelley and Tom Kelley)
A male creative coach talks to a small child in school uniform.

Instructors from the Boys' Club of New York

ABOUT OUR PROFESSIONAL DEVELOPMENT TRAINING

Our professional development workshops show participants how to engage with the 10 Principles of Creativity through content, discussion, and hands-on activities. By learning how to identify and use the 10 Principles for themselves and with others, participants nurture and develop a creative mindset and approach to life.

Instructors from the Boys’ Club of New York

OUR PROGRAMS

WHOLE SCHOOL PROGRAM

Our whole-school initiative integrates Choose Creativity and the 10 Principles across student learning processes and subject areas to help students connect to their unique life experiences and innate creativity. Our Creative Coaches train your staff how to use this framework and provide follow-up observation.

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AFTER-SCHOOL AND COMMUNITY PROGRAM

Our after-school initiative introduces Choose Creativity and the 10 Principles through comprehensive training delivered by our Creative Coaches. These sessions help instructors employ the 10 Principles through hands-on lessons to engage students and build their creative skills. We also offer instructors a database of creative challenges to draw from.

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CORPORATE PROGRAM

From a single workshop to an ongoing series, our Creative Coaches will work with corporate partners to address a creative approach in the workplace, including culture, leadership, team building, communication skills, and goal setting.

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Headshot of Lori Sherman

Lori Sherman

Executive Director
Lori joined the Lulu & Leo Fund in October 2017. She has been involved in the arts and education world throughout her career, as a student, dancer, educator, and administrator. She has designed and implemented programs for NYC public schools and has a robust background in helping organizations and children thrive and grow. She previously served as deputy director at The Center for Arts Education (CAE) where she worked to advance the Center’s mission of equity and access to a quality arts education and led critical fundraising efforts to grow CAE’s programs and operations. Lori received an MA in Arts Administration from New York University and a BS in Dance Performance and Dance Therapy from the University of Wisconsin, Madison.
Headshot of Christina Noyes

Melissa Shaw

Creative Coach
Melissa is a writer, theater artist, and educator who has taught and conducted workshops in schools, detention centers, corporate offices, and homeless shelters. She has worked with a variety of organizations including Brooklyn Arts Council and Community Word Project and was on faculty at Drew University’s Institute on Religion and Conflict Transformation.
Headshot of Nancy Quach

Nancy Quach

Program/Administrative Assistant
Nancy holds an MS degree in Education with a concentration in Mental Health Counseling and a BA in Psychology from St. John’s University. When not working at the Fund, she is a professional skating coach at Chelsea Piers. For the past 15 years, Nancy has taught a creative skill-based curriculum to various age groups. Nancy worked as a preschool director prior to joining the Lulu & Leo Fund, where she developed an on-ice and off-ice curriculum that has made the program so successful today.
Headshot of Damian Owens

Damian Owens

Creative Coach
Damian is an artist, cartoonist, vocalist, and guitarist with several years experience as a Child Care Facilitator at Children’s Aid. He holds a degree in Audio Engineering.
Headshot of Christina Noyes

Christina Noyes

Creative Coach

Christina is a credentialed arts and drama teacher and an instructional technology curriculum designer. She is currently a consultant leading various technology and creative workshops throughout the San Francisco Bay Area.

Headshot of Danielle McFadden

Danielle McFadden

Creative Coach
Danielle is a professional performer, theater and creativity educator with over 20 years of experience. She holds a BFA in acting from NYU’s Tisch School of the Arts.
Headshot of Jason Krobatsch

Jason Krobatsch

Marketing and Communications Manager
Jason joined the Fund in 2019 with a background in marketing, publicity, and social media. He has worked at multiple agencies covering industries including theatre, nonprofits, higher education, and entertainment. He earned a BA in Communication with a minor in Theatre/Comedy and an MA in Professional Communication from William Paterson University. Jason has relied on creativity throughout his life in various forms and is thrilled to support the mission and legacy of the Lulu & Leo Fund.
Headshot of Marina Krim

Marina Krim

Creative Director

Marina is a mother, teacher, artist, entrepreneur, and co-founder and board member of the Lulu & Leo Fund and ChooseCreativity.org. Marina turned the tragic loss of two of her children into an inspirational movement and creative curricula that empower children, families, and communities to survive and thrive in the face of adversity. Marina earned her MA and BA degrees in Education from the University of Southern California, and has been a teacher in California and New York, as well as founder of several creative businesses. Marina resides in New York with her family.

Headshot of Stephanie Krieger

Stephanie Krieger

Senior Director of Programs
Stephanie has a combination of programming and fundraising experience and a lifelong passion for making creativity accessible to everyone. Prior to joining the Lulu & Leo Fund, Stephanie served as Manager of the Lincoln Center Corporate Fund, raising millions in corporate revenue. Her previous experience includes working in Development at MoMA and planning volunteer events for the corporate sponsors of New York Cares. Stephanie earned a BA in Art History and Business from Muhlenberg College and holds a MA in Arts Administration from Columbia University.

Terese Boegly

Educational Design Consultant
Terese has worked as a teacher, principal, and professor for 30 years. She completed her doctoral work at Arcadia University, Glenside PA. Her work as a principal was highlighted in Bena Kallick’s Using Curriculum Mapping and Data Analysis to Improve Instruction (2008). She has presented at national conferences on topics including Creating a Culture of Mathematical Empowerment, Professional Learning Communities, and Successful Strategies for Closing the Achievement GAP. Terese has extensive knowledge and experience creating positive and supportive learning environments and helping schools address the social and emotional needs of children. She used Choose Creativity in her school and they continue using it following Terese’s departure.
Headshot of Najmah Abraham

Najmah Abraham

Creative Coach
Nicole is a spoken word artist, public speaker, teaching artist mentor, community activist, entrepreneur and a 2018 Zanette Lewis Environmental and Social Justice Slam Champion (Yale).