Herbert Lui

Blog on creativity, marketing, and the human condition.

  • About
  • Creative Doing
  • Newsletter
  • 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
  • A creator’s perspective

    From the point of view of one who creates, everything is a gamble, a leap into the unknown. Yayoi Kusama, Infinity Net

    Herbert Lui

    June 17, 2023
    Creativity
  • “You don’t even know what hard is”

    You don’t even know what hard is. You got plucked off the internet at what, 20? You just got lucky!…  Good is the minimum. It’s the baseline. You have to be so much more than good. And even if you’re great and lucky, you still have to work really f–king hard! And even that is…

    Herbert Lui

    June 16, 2023
    Creator Confidential
  • Medium Day topics

    Medium recently announced a call for Medium Day, which takes place August 12. When I wrote my first post for Medium, over a decade ago, I was in between graduating college and my first job at Pivotal Labs (and even tried to make Medium a part of its content strategy). I received an invitation to…

    Herbert Lui

    June 15, 2023
    Contentions, Creativity, Creator Confidential
  • Changing your context

    Everything you experience is filtered through your mind. There’s no way to remove this filter, (nor would you want to). If you want to change your behavior, or how people perceive you, you need to embrace the art of contextualization. Reading a book, writing regularly, and identifying someone you want to be more like and…

    Herbert Lui

    June 14, 2023
    Expectations
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