Herbert Lui

Blog on creativity, marketing, and the human condition.

  • About
  • Creative Doing
  • The Consistency Journal
  • Newsletter
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  • Treat your objects as if they had consciousness

    When Jack Cheng teaches his son not to throw toys, he says, “When you throw choo choo, choo choo has an ouchie. Then choo choo feels sad.”  In a literal sense, the toy train doesn’t “have” consciousness, the same way that a Word document or AI doesn’t have consciousness. But Jack asks: Wouldn’t our world…

    Herbert Lui

    July 15, 2026
    Creativity, Expectations, Turning Stories
  • Find diverse sources of happiness

    There are many aspects to life. When you let one of these aspects dominate the rest—say, a job, a relationship, a professional goal, or a vocation—you also tie your happiness to it. Whenever it inevitably fluctuates, so will your sense of well-being. A reliable way to create a life is to shrink the influence of…

    Herbert Lui

    July 15, 2026
    Creativity, Creator Confidential, Expectations
  • Don’t settle for a bootleg

    Yesterday, I wrote about a hobby I had as a teenager: hacking my Windows computer’s interface to look like a Mac.  Eventually, I made a decision that I just wanted to buy a real Mac. That was a significant mindset shift: making due with the status quo wasn’t the only choice. I could just choose…

    Herbert Lui

    July 14, 2026
    Expectations, Turning Stories
  • Memories before Liquid Glass

    When I was a young boy, I saw Windows XP for the first time and thought it looked really nice. My family had an old beige desktop computer with Windows 98, so I spent many months asking my parents to buy the new Windows XP OS. They acquiesced at some point, and my computer’s interface…

    Herbert Lui

    July 13, 2026
    Creativity
  • The freedom of generosity

    A friend of mine practices two hobbies: photography and tennis.  He recently found a way to blend them together by volunteering to take photos of local tennis clubs and tournaments. He could probably get paid a small fee, of course, but then he would be taking on a client. He would feel obligated to take…

    Herbert Lui

    July 12, 2026
    Creativity, Creator Confidential, Expectations
  • Venture mindset

    Less than a year after introducing its agentic browser ChatGPT Atlas to the world, OpenAI recently shut it down. My guess is the team decided to make a bet on building an AI browser, but the product wasn’t really working, and Google Chrome proved to be a strong incumbent. That resulted in a decision to…

    Herbert Lui

    July 11, 2026
    Creativity, Creator Confidential, Expectations
  • Making a product opens up new occasions

    When you make your own product, you create an occasion to consider all the details. It’s an opportunity to care, and it’s not one that everyone decides to take up.  For example, when I showed a friend an early version of The Consistency Journal, he noticed that the paper was rougher than he was used…

    Herbert Lui

    July 10, 2026
    Creativity, Creator Confidential, Turning Stories
  • Extra creative

    The team at Dinamo Typefaces write a fun newsletter. In the latest issue, their team introduced an updated version of their font, Gravity.  In the release notes, you’ll find a 10-page original manga, hand drawn by graphic designer Melanie Schmidt. She writes, “Every line was refined digitally before I switched to analogue for the shading,…

    Herbert Lui

    July 9, 2026
    Contentions, Creativity, Promotion
  • Creative focus

    This year is Apple’s 50th year in business. Decades ago, it lost creative focus, and spread itself too thin. Tim Cook describes how Apple does things, “We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.” Each of these…

    Herbert Lui

    July 8, 2026
    Creativity, Creator Confidential, Turning Stories
  • Making in bets

    The Consistency Journal is an experiment. There are signs of early momentum, but I don’t know how it’s going to go. It started off as a pet, and now it’s more like livestock. Creative Doing was an experiment. I started interesting conversations with it. While I continue to promote it, it’s transitioned into being a…

    Herbert Lui

    July 7, 2026
    Creativity, Creator Confidential
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