"Every perception is to some degree an act of creation, and every act of memory is to some degree an act of imagination."
-- Gerald Edelman, Second Nature: Brain Science and Human Knowledge
Good lord!Related: The Complete, 12-Step Guide to Starting a BusinessHere's How Lenny Kravitz Creates Something Out of Nothing in Business and Art2020-11-17Journal
Is there any correlation between how a business and a song come together for you?
I mean, it's all about creativity. You're making something out of nothing -- whether it's a song whether it's a toothpaste company. I found it creatively interesting to re-imagine something that we do every day. We brush our teeth every day, right? I hope that we do at least. And in our research, we found out that over 100 million Americans don't brush their teeth twice a day. That’s very important for your oral health. Oral health doesn't just relate to your mouth; it can affect so many other parts of your body. So that's where the whole thing came about Twice. The toothpaste comes in two unique tubes, one for the morning and one for night, to inspire better brushing habits.