Herbert Lui

Blog on creativity, marketing, and the human condition.

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  • Independence is a team sport

    When you work in a team, you’re in a position where you’re frowned upon if you’re not a team player. You feel like you need to be a team player in order to get by. When you work as an independent, you don’t need to be a team player—you might not even have a team!…

    Herbert Lui

    June 27, 2023
    Creator Confidential
  • Put it out there

    It’s good to shake things up and put your work on a public surface. Otherwise, it’s easy to forget that other people are experiencing your work too. It’s also good to ask questions early on if you’re stuck, and to let people know you need help with your work. The alternative—not asking—may feel better, and…

    Herbert Lui

    June 26, 2023
    Creativity, Creator Confidential
  • Vision, practice, and spine

    At his Substack, Austin Kleon suggests an alternative to having a creative vision: And this all sounds very inspiring — it really does pump you up! — but for much of my life, [having a vision] would have been almost useless advice, because I didn’t really see any of my career coming. There was no…

    Herbert Lui

    June 25, 2023
    Creativity, Creator Confidential, Expectations
  • “This is not important”

    This is how procrastination outsmarts you. It tells you, “[This] is not important.” So you may hear statements like, “This isn’t the right time for me to be doing this.”  It may sound like, “I shouldn’t be doing my administrative work right now, because planning for the upcoming quarter is more important.”  That’s fine, and…

    Herbert Lui

    June 24, 2023
    Expectations, Life
  • Cliffhangers are cheap

    I just watched two films that closed with incomplete stories: Across the Spiderverse and Fast X. I’m aware both are very different—the former was received very well, the latter was received as well as the other Fast movies—and I found both to be similarly frustrating experiences.  Infinity Wars was probably the first blockbuster to pioneer…

    Herbert Lui

    June 23, 2023
    Creator Confidential
  • Documenting Config

    My colleague Jenny and I have been busy documenting Config here at the new Figma blog, Shortcut. Because you can already watch many of the sessions here, we decided to approach it with an emphasis on the atmosphere and the experience. 

    Herbert Lui

    June 22, 2023
    Contentions, Figma
  • “I don’t have anything to say about this…”

    I’m researching a topic that’s outside of my wheelhouse, with a character that’s outside of my wheelhouse. While it’s incredibly culturally relevant, and I’ve been studying, I can’t say I’ve developed a perspective on the topic yet. And yet, it still captures my attention. A truer statement is probably, “I haven’t done enough research on…

    Herbert Lui

    June 21, 2023
    Creator Confidential
  • When emotions limit earnings

    When I ran an editorial studio, I was often approached by clients to join their companies full-time. I declined these opportunities and conversations, because I enjoyed entrepreneurship and thought it was the best way to learn, until one client approached me with a salary that I found difficult to say no to.  While money was…

    Herbert Lui

    June 20, 2023
    Creator Confidential, Life
  • “Don’t do that”

    I once got this piece of advice from a bestselling author after I told him I wanted to write a memoir. He told me, “Memoirs don’t sell unless you’re famous.” He wasn’t wrong, and I’m glad I listened to his advice at the time. It was also a sign to me: I didn’t really want…

    Herbert Lui

    June 19, 2023
    Expectations
  • Doing meta-creativity well

    Whisper of the Heart is all about a protagonist chasing her dream of being a writer, with her love interest becoming a violinist. Hacks is all about a protagonist early into her writing career, who gets cancelled for a distasteful joke. Girls5eva is a comedy show about a retired band going viral and getting a…

    Herbert Lui

    June 18, 2023
    Creativity
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