anyone can create coins or tokens with some knowledge . they don't earn money by creating it .
there should be popularity of that coin , or backed by good project , have a clear vision .
if he do have all the above features for its coin , then he will keep some part of supply with himself , and distribute rest by ico or airdrops .

once project get on track , people start trading it and coin have a real value on exchanges ,

that's how creator earn .