Herbert Lui

Blog on creativity, marketing, and the human condition.

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  • “Football is life”

    This is the motto of Dani Rojas, a football player in the TV show Ted Lasso.  It usually comes out when Dani gets to play football, because he feels really happy. He’ll run around kicking the ball, chanting, “Football is life!” One day, something bad happened to the team. The owner traded away their best…

    Herbert Lui

    March 16, 2025
    Life
  • 20 lessons from 2 years in New York City

    Two years ago, I moved to New York City with my wife and our cat. I’d first visited nearly a decade before, and it had always been a dream of mine—one I’d talked myself out of many times. I’m Canadian and I wasn’t sure how I’d figure out a way to stay. Working visas felt…

    Herbert Lui

    March 15, 2025
    A Matter of Time, Around the World, Life
  • A strategy needs time

    A year ago, my friend Peter decided to position his agency to focus on CPG companies. While he and his team weren’t sure if the strategy would work, they stuck with it through trying times. Their effort and commitment amidst uncertainty paid off, and they’re seeing more CPG opportunities and clients, and building a reputation…

    Herbert Lui

    March 14, 2025
    A Matter of Time, Creator Confidential, Turning Stories
  • More responsibility, more failure

    In the 2010s, Amazon launched a phone. It was a spectacular failure. When a journalist asked CEO Jeff Bezos about it, Jeff replied, “If you think that’s a big failure, we’re working on much bigger failures right now — and I am not kidding. Some of them are going to make the Fire Phone look…

    Herbert Lui

    March 13, 2025
    Creativity, Creator Confidential, Expectations, Turning Stories
  • AI as an answer key

    One of the first things I learned in high school was that my math textbook had an answer key at the back.  Which was weird. My impulse was I could shortcut my homework simply by writing the answer key down on a piece of paper. Of course, the teacher required us to show our work…

    Herbert Lui

    March 12, 2025
    Creativity, Creator Confidential
  • Notes on fragmented sleep

    I’m really good at waking up. I’m so good at waking up, in fact, that occasionally I wake up two hours too early. I used to find it difficult to fall back asleep. When I asked a doctor about this, they told me it was called “fragmented sleep” and there wasn’t that much they could…

    Herbert Lui

    March 11, 2025
    Life
  • Convenience, growth, commitment, and sacredness

    When a theater shows a movie, it’s not convenient. You need to buy a relatively expensive ticket. You need to arrive on time. You can’t pause it. There will be a day the theater stops showing it. Movie theaters are not growing—they are in decline. Movie theaters make you do something that a streaming service…

    Herbert Lui

    March 10, 2025
    A Matter of Time, Creator Confidential, Expectations
  • Limitations of causal reasoning

    A few days ago, I wrote about causal and effectual reasoning. You’ll be familiar with these two paths—but having words to describe them really helps.  “When you think with causal reasoning, you focus on what you want to do—the desired end goal, or the destination—and then work backwards from that,” I wrote. “Business leaders, managers,…

    Herbert Lui

    March 9, 2025
    Creativity, Creator Confidential, Expectations
  • Keep the back up plan a back up plan

    The future is unpredictable. It’s always great to have an option, maybe two, in case things don’t go according to plan. That’s why you’d want to have a backup plan. In my freshman year in university, I made a backup plan that took too much of my energy. According to my plan, I would switch…

    Herbert Lui

    March 8, 2025
    Creator Confidential, Expectations, Life
  • Causal and effectual reasoning

    What makes a person entrepreneurial? Professor Saras D. Sarasvathy believes the distinguishing factor is in the reasoning process. She identifies two types of reasoning: When you think with causal reasoning, you focus on what you want to do—the desired end goal, or the destination—and then work backwards from that. Business leaders, managers, and strategists tend…

    Herbert Lui

    March 7, 2025
    Creativity, Creator Confidential, Expectations, Turning Stories
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