Herbert Lui

Blog on creativity, marketing, and the human condition.

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  • Creative lineage

    You and your work are not on an island. You are part of a tradition—the most recent people to join a party that started decades, maybe centuries or millennia ago.  Who came before you? What work came before your work? “For me music has always been about lineage,” Philip Glass writes in his memoir, Words…

    Herbert Lui

    May 27, 2025
    Creativity, Creator Confidential
  • Three ways to learn taste

    Martin Scorsese approached filmmaking by having one of his archivists record videos of films and live TV with multiple VCRs, and cataloging them into a system. He ended up with thousands of these videos. You will approach your work with the same kind of obsessiveness, though perhaps to a smaller degree. You will research meticulously,…

    Herbert Lui

    May 26, 2025
    Creativity, Creator Confidential
  • Organizing principle

    If an album has 12 songs, there are just over 479 million ways to organize them in a sequence (12 songs * 11 songs * 10 songs… all the way until the last 1). Out of all of these possibilities, a recording artist needs to decide which one tracklist represents what they want to say.…

    Herbert Lui

    May 25, 2025
    Creativity, Creator Confidential, Figma
  • Three things about options

    Options open up possibilities. They are a form of freedom. Time spent discovering and creating new options is an investment. Maintaining an option will always require extra work or fees. If you can afford it, this can be a good idea, even if you don’t have a great reason to maintain it. Don’t let your…

    Herbert Lui

    May 24, 2025
    Creativity, Creator Confidential
  • Sincerest forms

    Imitation is the sincerest form of flattery. Jealousy is the sincerest form of desire. Doubt is the sincerest form of humility. Guilt is the sincerest form of conscience. Confusion is the sincerest form of ambition.

    Herbert Lui

    May 23, 2025
    Life
  • Start lightly, without a commitment to consistency

    Many entertainers are on YouTube. When people asked comedian Yoo Jae-suk why he wasn’t, he explained that he didn’t have the time. Starting a YouTube channel would be a program in itself, and he wanted to do it well.  Jae-suk’s friend and colleague, Kim Jong-kook, runs a channel with millions of subscribers. Jong-kook explained to…

    Herbert Lui

    May 22, 2025
    Creativity, Creator Confidential, Turning Stories
  • Survival mode

    If you’re starting a business with little (or no) money, your main priority is to survive.  You will have a mission, and a position, and specific work you want to take on. Sometimes though, if your pipeline only has suboptimal clients, boring work, and projects you’re embarrassed to be associated with, you will need to…

    Herbert Lui

    May 21, 2025
    Creator Confidential, Turning Stories
  • Questions on my mind

    Because the first step to finding better answers is to ask better questions: How can I learn to love working on the business model, not just doing deliverables? What is a constructive way to honor the emotional experiences of disappointment, jealousy, and fear? What tradeoffs have other people who I admire made in their lives?…

    Herbert Lui

    May 20, 2025
    Creativity
  • One of the most important rules to writing

    Work with what you’ve got.  Bringing any work to life requires that you make a bargain with your imagination. You plead with each other to make it work. Your reality—schedule, energy, budget—demands compromise. Your imagination demands more.  Both are most unhappy when you don’t make a deal and give up on the work. This is…

    Herbert Lui

    May 19, 2025
    Creativity, Creator Confidential
  • Deliberate boredom

    It has never been easier to avoid boredom. Distraction is all around you, offering to cover up the painful things you’re avoiding that boredom can sometimes be a gateway to. Yet without boredom, there can be no inspiration. Boredom is the mud from which the flower of imagination blossoms. Your next creative idea is just…

    Herbert Lui

    May 18, 2025
    Creativity, Creator Confidential, Turning Stories
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