Krista Humphrey: Business as Art, and the Courage to Create
Krista Humphrey is one of my beloved nieces and someone who has inspired me for years. I’ve loved watching her create businesses, pouring her ideas and passion into the world. Krista is one of the most positive people you’ll ever meet. You can’t help but feel great just being around her, and if you’re lucky enough to work with her, you’re bound to learn so much about business, creativity, and the art of showing up for your dreams.
What I admire most is how Krista approaches business as an art form. She doesn’t just follow a checklist or a rigid plan. Instead, she embraces the creative chaos of entrepreneurship — what she calls “splatter paint business.”
When she started her first company, Flawed, a lipstick line, she’d work on it for just 30 minutes a night while balancing full-time work and school. Over the years, her process has evolved into a more intuitive rhythm. She moves where the energy is — working on step 9 while still figuring out step 2, then circling back when needed. She follows her excitement, which keeps the process alive and authentic.
And that’s what makes her work art.
Business as a Creative Process
Rick Rubin’s The Creative Act influenced Krista’s perspective on entrepreneurship, encouraging her to see her work not just as a means to an end but as an ongoing creative journey. “It’s not about the end product,” she says. “It’s the process.”
So many of us feel pressure to “pick a lane” or follow the “right” steps, but Krista reminds us that creating something — whether it’s a business, a product, or even a day well-lived — is messy, beautiful, and deeply personal.
She’s had people ask, “Are you ever going to settle on one thing?” But to her, each business has been a brushstroke in a bigger painting. From Flawed to Zip Zap Gifts to her current venture helping influencers and business owners succeed, she’s let her creativity lead.
In her words:
“Wherever I get excited, I go work on that for a little bit. That’s why it’s art — it looks different for everyone.”
Lessons From 10 Years of Entrepreneurship
Krista’s journey hasn’t been without challenges. She’s faced failures, roadblocks, and even betrayal, like when her Zip Zap Gifts co-founder disappeared just weeks after she gave birth.
But through it all, she’s learned to see those moments as part of the creative process. She learned to let go of perfection, to keep moving, and to understand that failure is not the opposite of success — it’s part of it.
“Everything worked out,” she says. “Even if it didn’t turn out the way I thought it would, it was still beautiful. That’s the art.”
Here are a few pieces of wisdom she shares for anyone starting their own business:
Start before you’re ready. Done is better than perfect. A simple website and a willingness to show up is enough to begin.
Make money early. Don’t undervalue yourself by giving everything away for free.
Do it yourself until you can’t. Learn as much as you can about your business before hiring help.
Celebrate small wins. The process is more important than the end result.
Everyone Is a Creator
One of the most powerful lessons from Krista’s story — and from The Creative Act — is that creativity isn’t reserved for artists. We are all creators.
“Creativity is a fundamental aspect of being human. It is our birthright, and it is for all of us.”
Whether you’re a coach, therapist, baker, or CEO, you create every day — through your choices, your relationships, and the way you bring your ideas into the world.
Krista cheers people on because she loves seeing their unique creativity shine. She says:
“There’s so much wonder and amazement in seeing how people are their own artists. We need them — the world needs them.”
If you’re a practitioner, therapist, or coach — anyone building something of your own — Krista is a fantastic resource. She helps people dare to share their gifts with the world.
The Courage to Begin
Starting something new — a business, a project, or even a chapter of your life — is scary. There’s always the anxiety of not knowing whether it will “work out.”
But as Rick Rubin writes:
“We are required to believe in something that doesn’t exist in order to allow it to come into being.”
Krista’s story is a reminder that business, like life, is an act of faith. A willingness to create something out of nothing, to test and adjust and test again.
“We are the art,” she says. “Not just the artist. Showing a little bit of who you are — that’s the art.”
So if you’ve been waiting for the perfect moment, or wondering if you’re creative enough, or doubting whether your idea matters — take a page from Krista’s book.
Start anyway. Follow the excitement. Paint your business, your life, your art — even if it’s a little messy.
Because that’s what makes it beautiful.
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