Herbert Lui

Blog on creativity, marketing, and the human condition.

  • About
  • Creative Doing
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  • Multiple strategies

    Advice from a strategist, which resonated with me:  You don’t need to pursue one strategy at a time. You can draft up three to five strategies, test them out, and see which ones work. In fact, it’s probably useful to think of more than one path to win.  The most effective entrepreneurs and companies generally…

    Herbert Lui

    June 13, 2026
    Creator Confidential, Expectations, Turning Stories
  • A fan of yourself

    Olivia Levin wrote a book, The Story of Us, to cover Taylor Swift’s fan community. It’s a really interesting angle, and it made me wonder how a story covering Ye’s fan community would look. Right away, the phrase, “A fan of yourself,” immediately came to mind. In addition to the music, and the products, Ye…

    Herbert Lui

    June 12, 2026
    Creativity, Creator Confidential, The Yeezy Way
  • Play the whole game

    During the first half of yesterday’s NBA finals playoff game, the New York Knicks were losing by a lot. At one point, they were trailing by 29 points. They were not playing well at all. For context, no team losing by that much has ever come back to win in the finals. They were leading the…

    Herbert Lui

    June 11, 2026
    Creativity, Creator Confidential, Expectations, Turning Stories
  • Experience happens in the passthrough 

    In technology, a passthrough is a device that allows a signal to transfer from a source to a receiver. A VCR could act as a passthrough for S-video signals to reach the TV.  This concept applies to our work. In some ways, you act as a passthrough for ideas, directives, and requests. When these ideas…

    Herbert Lui

    June 10, 2026
    Creativity
  • Winning at the casino

    A family member, who worked at the bank, saw a lot of high net worth clients lose a lot of money gambling, to the point of even re-mortaging their houses. They told me, “At a casino, the worst thing that can happen to you is winning.”  Chasing the ecstasy of the first win leads you…

    Herbert Lui

    June 9, 2026
    Creator Confidential, Life, Turning Stories
  • Pokopia

    For decades, Pokémon games have largely held the same premise and core mechanics. (e.g., You play as a person who chooses one of three starter Pokémon, catch more along the way, level them up by battling other people, adventure through eight cities or towns and beat each one’s respective gym leader, beat the Elite Four,…

    Herbert Lui

    June 8, 2026
    Creator Confidential, Promotion
  • The quality of your decision making process vs. how it turns out

    In Thinking in Bets, author and retired poker player Annie Duke believes that good poker players and good decision-makers are comfortable with uncertainty in the world. They accept that they’ll almost never know how things will turn out. “Instead of focusing on being sure, they try to figure out how unsure they are, making their…

    Herbert Lui

    June 7, 2026
    Creativity, Expectations, Turning Stories
  • No bad beats

    In poker, when you have a favorable hand only to get beaten by an underdog, you’ve experienced a “bad beat.” It wasn’t supposed to work out like that; only it did.  In The Biggest Bluff, author Maria Konnikova writes about her journey to becoming a professional poker player. She meets champion Erik Seidel, who takes…

    Herbert Lui

    June 6, 2026
    Creativity, Expectations, Turning Stories
  • Landing it

    I’ve written a couple of drafts only to find out I had no idea how to land the post. That happens sometimes. I used to hope that I could figure this out before I wrote it. This happens sometimes, too.  But more often than not, if I practice that way, I get stuck in a…

    Herbert Lui

    June 5, 2026
    Creativity, Creator Confidential, Expectations
  • Remembering a restaurant

    A few years ago, my wife and I visited Tokyo together for the first time in December. We’d arrived inbound from Chiang Mai, with a layover in Busan. It felt like travelling from summer to winter. By the time we had settled into the hotel, it was the early evening, so we searched for a…

    Herbert Lui

    June 4, 2026
    A Matter of Time, Around the World, Creativity, Promotion
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