https://herbertlui.com Herbert Lui's website Mon, 09 Jan 2023 15:57:17 +0000 https://herbertlui.com en https://herbertlui.com/philosophy Mon, 09 Jan 2023 13:19:26 +0000 Herbert Lui's website https://herbertlui.com/philosophy ︎PHILOSOPHY I work with intellectually honest, candid, enthusiastic, generous, energetic, entrepreneurial experts to demonstrate their expertise, communicate their opinions, and develop their brands. The spirit of my work is driven by creativity, sharing, and strategy. If we work together, the driving force of our work will be to develop and communicate a vision of the world, ideas, frameworks, opinions, and perspectives. Tactics like SEO and PR are mere channels; tools that we use to help get our work in front of people, not the spine of what we do. The most important impressions are made and earned, not bought. My approach to marketing is built on these core pillars: <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/6a22e4934a46a460dc288d68faefe9c37b657b9815116dd896477a80035c49c2/1_green.png" data-mid="164583023" border="0" src="https://freight.cargo.site/w/1000/i/6a22e4934a46a460dc288d68faefe9c37b657b9815116dd896477a80035c49c2/1_green.png" /> Behind the scenes: Show people what’s going on in your organization and interesting things will happen (“Do things, tell people,” “Publish, don’t send,” “The cluetrain manifesto,” “Less marketing, more teaching,” “Show your work,” “Work in process,” “When self-promotion is done right, it never looks like self-promotion”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/72f6fa98e21d67c868fbcd08c3954212804d7e435f2a430e144f4facb49537b6/2.png" data-mid="164583297" border="0" src="https://freight.cargo.site/w/1000/i/72f6fa98e21d67c868fbcd08c3954212804d7e435f2a430e144f4facb49537b6/2.png" /> Great writing is an extension of the product: How a team or company writes, thinks, and communicates also gives people a taste of what their product is like. (“Writing is strategy,” “Language builds culture,” “Story is strategy”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/8c518f2821654f725b5968f34ffdf6b20d26a4bf76d5dd31f3be755bbedff597/3.png" data-mid="164583410" border="0" src="https://freight.cargo.site/w/1000/i/8c518f2821654f725b5968f34ffdf6b20d26a4bf76d5dd31f3be755bbedff597/3.png" /> Go direct: Start where you are and work directly with your customers. Talk to them directly. Find metaphorically (and sometimes physically) nearby markets and opportunities to do business. Put your work out there and look for ways to amplify it and improve upon it. Build relationships with the gatekeepers and people who hold opportunities, show them your momentum and look for opportunities to work together (“Make twice, sell twice,” “Walking both paths”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/c0e0550f9c5bbb3958a9caa3d84c2ed492b04fe6af2aa3a6f5a1d205880b8919/4.png" data-mid="164583674" border="0" src="https://freight.cargo.site/w/1000/i/c0e0550f9c5bbb3958a9caa3d84c2ed492b04fe6af2aa3a6f5a1d205880b8919/4.png" /> Create on the continuum: You are a dot on a line that will extend before and after you. Learn the history of your industry and who your company’s predecessors were, understand their thinking and use it as a foundation to develop your thought. Cultivate relationships and work together with customers, businesses, stakeholders, friends, allies, and other leaders to advance dialogue and conversation. Societal impact matters. Leave the world better than you found it, and set the stage for other people to do the same thing (see “The Creative Process Continues Onward,” “Share other people’s work”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/a8ee5a2f4cae55ad8c55bfe27c813697030e5724357e0397f7cad3671e83fd62/5.png" data-mid="164583710" border="0" src="https://freight.cargo.site/w/1000/i/a8ee5a2f4cae55ad8c55bfe27c813697030e5724357e0397f7cad3671e83fd62/5.png" /> Focus on the process, good results happen as a byproduct: Plan carefully, refine the process, execute, and repeat. Plan for what you can control and predict, consider what you can’t. (“The score takes care of itself”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/bc86ffdd55aef5c3b080da43022e9d4e0a117ded48ee258569eb2f9f7250b6d1/6.png" data-mid="164583711" border="0" src="https://freight.cargo.site/w/1000/i/bc86ffdd55aef5c3b080da43022e9d4e0a117ded48ee258569eb2f9f7250b6d1/6.png" /> Think with your hands: Learn by doing, glean insights from execution and apply it to planning. A fear of executing poorly or planning in uncertainty is a starting point for improvement (“The Doing Thinking Flywheel”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/e313e9ebfd3ae2edbb727fbb9bf2f5e8e339598c642375ffc13a5e7317388733/7.png" data-mid="164583745" border="0" src="https://freight.cargo.site/w/1000/i/e313e9ebfd3ae2edbb727fbb9bf2f5e8e339598c642375ffc13a5e7317388733/7.png" /> Patience: Creativity and craft can only thrive in a condition where patience is present and possible. Fear-driven, paranoid, rushes into execution lead to cancelled projects, wasted efforts, and confusion <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/d5d7303bca12b6c78263d009bb913f861d2969e9302f15f36b854f2aecdb6616/8.png" data-mid="164583770" border="0" src="https://freight.cargo.site/w/1000/i/d5d7303bca12b6c78263d009bb913f861d2969e9302f15f36b854f2aecdb6616/8.png" /> Be real: Create the conditions for people to make an informed decision to do business with you, when they see the need. Move with candor and intellectual honesty. Don’t try to control timing, what people think of you, or how they behave. Put your business out there, promote your work, and trust that the right people who want to work with you will come (“Non-coercive marketing”) <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/6560e2dd3dc7f27f412d5a52357311ceebe6f5e6ffef65f737785b95f2ca3c24/9.png" data-mid="164583866" border="0" src="https://freight.cargo.site/w/1000/i/6560e2dd3dc7f27f412d5a52357311ceebe6f5e6ffef65f737785b95f2ca3c24/9.png" /> The metacognitive edge: How you think is just as important as what you’re thinking and what you’re doing. Making educational material about how you think, and tools to access what you’re thinking, is a great way to ,create a competitive advantage for your business (“Process Your By-products”) I am inspired by creativity, craft, open source, generosity, and Taoism. https://herbertlui.com/writing Mon, 09 Jan 2023 15:57:17 +0000 Herbert Lui's website https://herbertlui.com/writing ︎&nbsp;WRITING IF YOU’RE READING THIS, YOU NEED AN EXPERT WRITER WHO CAN WORK WITH YOU AT A STRATEGIC LEVEL. <img width="1312" height="988" width_o="1312" height_o="988" data-src="https://freight.cargo.site/t/original/i/9e3dacddb80851178177cb9fa265a8fea5823109d9946529b0e7318c5b43a2bc/Screenshot-2023-01-13-at-5.40.22-PM.png" data-mid="164584338" border="0" src="https://freight.cargo.site/w/1000/i/9e3dacddb80851178177cb9fa265a8fea5823109d9946529b0e7318c5b43a2bc/Screenshot-2023-01-13-at-5.40.22-PM.png" /> MAYBE YOU’RE WORKING ON A DOCUMENT YOU CAN’T AFFORD TO MESS UP, AND YOU’VE GONE THROUGH YOUR SECOND FREELANCE WRITER. IT MIGHT BE A COMPANY NARRATIVE THAT YOU NEED TO GET RIGHT BEFORE YOU GET MILLIONS IN FUNDING. PERHAPS IT’S A BLOG POST THAT COMMUNICATES YOUR COMPANY’S THESIS, THAT YOU’D WANT EVERY CLIENT TO SEE. THESE DOCUMENTS COULD LITERALLY EARN OR SAVE YOU MILLIONS OF DOLLARS. YOU NEED AN EXPERT WRITER TO HELP YOU COMMUNICATE IT. ABOUT The craft of writing is at the crux of my approach and working process. I write to think clearly, to communicate, and to teach. While most of the world knows the product of writing as “content,” it doesn’t quite encapsulate the vastness that is writing. Whether it’s about narrative distillation, category creation, or building a media arm, all of that starts with writing. If you want to start your own publication, or write a book, learn how to write an article. While I’ve always been fascinated by the world of technology, it was the stories from Wired magazine that really took me down a rabbit hole of tech. When I started my first blog at 15 years old, I imitated Wired, Gizmodo, and Engadget, and wrote about the things that caught my interest—gadgets, software, and technology culture. Technology has always been about people; it’s just another way to bring people together. I also bring experience in the craft of collaborative ghostwriting. I work in marketing because I love stories. I believe that enthusiasm is contagious, expertise can change lives, and communication and culture scales relationships. I’m enthusiastic and can offer structures and resources to create media based on expertise and vision. I can also support you in amplifying the reach of that media. WORK SAMPLES Creative Doing (Holloway) I spent a decade researching the creative process, through my own writing and entrepreneurial practices, and in conversation with practicing artists and creatives of all kinds. I published my findings in a book entitled, Creative Doing. This collection of exercises, mental models, and true stories from prominent artists will guide you through your blocks and find the unique creative process that works for you. Rachel Jepsen worked as my editor and guide on this, and I published this with Joshua Levy and the Holloway team. Links to more info ⤵ Creative Doing (published by Holloway, 2022) Creative Doing excerpt in Every Creative Doing excerpt in Interintellect Dense Discovery coverage of Creative Doing Infinite Loops podcast appearance The Futur podcast appearance Ideas Into Action podcast appearance Ness Labs presentation Why I Wrote a Book About Creativity at Human Parts Marker I pitched and wrote several articles for Marker, through which I got to work with some really great editors. These turned out to be some of my favorite pieces I’ve ever written. Links to more info ⤵ Why The Gap Is Betting Its Future on the Kanye Effect How Headspace Is Winning the Cutthroat Meditation App War WeWork’s Gamble to Act Like a Boring, Normal Company YouTube and Patreon Still Aren’t Paying the Rent for Most Creatives Ghostwriting I work with executives at companies as a ghostwriter. Links to more info ⤵ Guardians of the Wealthsimple Galaxy Q: How to Make Crypto a Little Less Cryptic? How we improved our interview process at Flipp (non-paywalled link) How our company culture helped us scale from 10 employees to 275 Moving Up the Value Chain in the Gig Economy The Future of Full-Time Jobs in the Age of FreelancersFast Company I publish my writing (and republish some of my blog posts) at Fast Company. Links to more info ⤵ I tried writing with AI. The results were surprising You should never work on weekends unless you’re doing one thing One simple trick to make any deadline manageable Lifehacker (Gawker Media) I joined Gawker Media as a staff writer for Lifehacker and wrote over a hundred posts. Links to more info ⤵ How to Create Your Own Luck How We Work 2015: Herbert Lui’s Gear and Productivity Tips How to Make Reading Less Like a Lecture and Get "Sucked In" Every Time Blog If you want to really dig into my writing process, check out my blog. Links to more info ⤵ Don’t think to write, write to think (discussion at Hacker News and Twitter) Bill Watterson, Picasso, and HN on self promotion (discussion at Hacker News) How to distribute your writing Slack content strategy series I appreciated Slack’s brand, writing, and content strategy, so I spent 50+ hours analyzing how they communicate. I distilled 50 pages of notes into three articles. Over 46,000 people have read these articles. Links to more info ⤵ Slack Copywriting: What They Say to 9.6 Million Pageviews Every Month How Slack’s Content Strategy Expanded from a Single Page to a Media Company How the Slack Blog’s Content Strategy Works TESTIMONIALS Herbert Lui is a gifted writer, an original observer, and a truly creative thinker. He always has something to say that’s smart, fresh—and generous. ︎︎︎︎︎Rob Walker (Journalist and author, “The Art of Noticing”) Any one of Herbert Lui’s inspired yet down-to-earth prompts has the potential to get you unstuck and to reconnect to the energy that fuels meaningful productivity. But to have so many collected in one place makes them even more powerful: somewhere, here, is the remedy for almost any creative block you might encounter. I know I’ll be returning to Creative Doing again and again.︎︎︎︎︎Oliver Burkeman (New York Times bestselling author, “Four Thousand Weeks: Time Management for Mortals”) Herbert has written one of the finest and most useful books on Creativity I have ever devoured. I was so enamoured, I invited him to speak to my McGill University MBA class. He was insightful, engaging and an upbeat presence...qualities that make him not just a notable speaking presence, but a pretty fine human being. ︎︎︎︎︎ Andy Nulman (Lecturer, McGill University. Co-founder,&nbsp;Just for Laughs) That was the best interview I ever did. ︎︎︎︎︎ A$AP Ferg (Recording artist, designer, entrepreneur) https://herbertlui.com/Main-page Mon, 09 Jan 2023 13:10:47 +0000 Herbert Lui's website https://herbertlui.com/Main-page ︎&nbsp; PHILOSOPHY &nbsp; ︎&nbsp; WRITING &nbsp; ︎&nbsp; EDITING&nbsp; &nbsp;︎&nbsp; CONTENT STRATEGY <img width="2865" height="1616" width_o="2865" height_o="1616" data-src="https://freight.cargo.site/t/original/i/ff80f2308457e369c3db18bc79c991c7e6bb232f77cae2c3f737f6a7879156cb/U-of-T.png" data-mid="165935674" border="0" src="https://freight.cargo.site/w/1000/i/ff80f2308457e369c3db18bc79c991c7e6bb232f77cae2c3f737f6a7879156cb/U-of-T.png" /> My name is Herbert Lui, and I work as a writer, editor, and content strategist. I work with fast moving growth teams and product marketing managers to take content from zero to one, craft proof assets, and develop their brands. The spirit of my work is driven by creativity, sharing, and strategy. ︎︎︎ Learn more here CONTENT STRATEGY I work with leaders (like CMOs, VPs of marketing, and marketing directors) in a role responsible for “content,” “thought leadership,” or “brand.” I support from a strategic perspective, helping to set objectives, prioritizing paths to achieve objectives, and identifying starting points. (Read more...) WORK SAMPLES <img width="1402" height="912" width_o="1402" height_o="912" data-src="https://freight.cargo.site/t/original/i/5cf822fc069ffcc242c0ce427fa1748de53b6129ee5d74879da1b42078552670/Screen-Shot-2023-01-13-at-4.58.17-PM.png" data-mid="164586128" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/5cf822fc069ffcc242c0ce427fa1748de53b6129ee5d74879da1b42078552670/Screen-Shot-2023-01-13-at-4.58.17-PM.png" /> FIGMAI worked a full-time assignment with Figma as a content strategist. In order to support Figma’s segment expansion into developers and the Dev Mode product, I started a distribution workstream that involved newsletters, Hacker News, and Reddit. The result was increased direct traffic 177.5% year-over-year.&nbsp; (Read more...) Links to more info ⤵ How to plug in and power up your designer-developer handoff with Figma and JiraWhat is minimum viable data? What codegen is (actually) good for by Emil Sjölander and Jake Albaugh (see discussion at Hacker News) <img width="984" height="1070" width_o="984" height_o="1070" data-src="https://freight.cargo.site/t/original/i/8b704fc7b58747e67406877e0fa23d9c83623beb9f3e1b1f83263774500e0888/Screen-Shot-2023-01-13-at-4.56.14-PM.png" data-mid="164586490" border="0" data-scale="100" src="https://freight.cargo.site/w/984/i/8b704fc7b58747e67406877e0fa23d9c83623beb9f3e1b1f83263774500e0888/Screen-Shot-2023-01-13-at-4.56.14-PM.png" /> QUICKBOOKS (INTUIT) I worked a full-time assignment as an editor in chief at Intuit, starting and leading the editorial team for QuickBooks Online Advanced and Desktop Enterprise products, driving tens of thousands of pageviews to a new publication at the QuickBooks Resource Center. I worked with the SEO team and consultants, product marketing managers, researchers, customer insights, and leadership to manage $1 million in marketing spend. (Read more...)&nbsp; Links to more info ⤵ ︎︎︎&nbsp;Is a US manufacturing decline being overblown? (Picked up at Forbes) ︎︎︎&nbsp;I drafted up quotes for Intuit’s VP Karen Barson (Forbes) ︎︎︎&nbsp;How business networking can help you leverage the wisdom of other entrepreneurs by Ben Oliveri and Brian Lim EDITING There’s no shortage of challenges making writing meet business objectives. Perhaps people finding your work through search aren’t interested in doing business with you. Maybe you needed to spin up a writing team yesterday to meet your content production needs; you’ve fallen behind, and now you’re feeling the burn.&nbsp;I support leaders with problems like these as an editor. (Read more...) WORK SAMPLES <img width="1312" height="900" width_o="1312" height_o="900" data-src="https://freight.cargo.site/t/original/i/41e0b1292106002082f45b3b33d456a4109d27b5d739a19a3b5a1db406791e85/civic-innovation.jpg" data-mid="164580306" border="0" src="https://freight.cargo.site/w/1000/i/41e0b1292106002082f45b3b33d456a4109d27b5d739a19a3b5a1db406791e85/civic-innovation.jpg" /> CIVIC INNOVATION OFFICE (CITY OF TORONTO) Through my editorial studio at Wonder Shuttle, I worked with the founding director Paula Kwan at the City of Toronto’s Civic Innovation Team, to create a 44-page report outlining the progress of 7 municipal technology projects over 2 years. The report was distributed to stakeholders in the City of Toronto and Bloomberg Philanthropies. I was responsible for editorial direction, and I managed a client, writer and editor, and designer.&nbsp;(Read more...) Links to more info ⤵ ︎︎︎&nbsp;Grant Outcomes Report: Civic Innovation Office ︎︎︎&nbsp;Civic Innovation case study <img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/0628acbd17cff35852e68efc0ea8ba5474d5904c6eebb407ae351acd2f0f79da/charlesdeluvio-4MRqV9gcUHQ-unsplash.jpg" data-mid="165242124" border="0" src="https://freight.cargo.site/w/1000/i/0628acbd17cff35852e68efc0ea8ba5474d5904c6eebb407ae351acd2f0f79da/charlesdeluvio-4MRqV9gcUHQ-unsplash.jpg" /> SHOPIFY PLUS During my tenure as the deputy editor at Shopify Plus, I edited a dozen pieces per month, and directed and ghostwrote dozens of interviews and guest posts with brands like The Hundreds. I also personally wrote deep dives into topics such as Nike's omni-channel strategy, or more technical pieces such as this one on Product Information Management systems. (Read more...) Links to more info ⤵ ︎︎︎&nbsp;My writing at Shopify Plus ︎︎︎&nbsp;The Hundreds Creates Culture, Content &amp; (Then) Commerce: Streetwear Fashion WRITING Many leaders need support conveying and communicating their plans. I work with leaders and teams to on writing at a strategic level; documents that literally millions of dollars ride on. It could be a&nbsp;company narrative, a blog post that communicates your company’s thesis, or a deck that will help earn you millions in funding. (Read more...) WORK SAMPLES <img width="1346" height="1024" width_o="1346" height_o="1024" data-src="https://freight.cargo.site/t/original/i/62ed052592760058f3a7795d0e7759251208100329ff8c5851ea4ec7843fe1d9/Screen-Shot-2023-01-13-at-5.02.37-PM.png" data-mid="164586762" border="0" src="https://freight.cargo.site/w/1000/i/62ed052592760058f3a7795d0e7759251208100329ff8c5851ea4ec7843fe1d9/Screen-Shot-2023-01-13-at-5.02.37-PM.png" /> GHOSTWRITING I work with executives at companies as a ghostwriter. (Read more...) Links to more info ⤵ ︎︎︎&nbsp;Guardians of the Wealthsimple Galaxy ︎︎︎&nbsp;Q: How to Make Crypto a Little Less Cryptic? ︎︎︎&nbsp;How we improved our interview process at Flipp (non-paywalled link) ︎︎︎&nbsp;How our company culture helped us scale from 10 employees to 275 ︎︎︎&nbsp;Moving Up the Value Chain in the Gig Economy ︎︎︎&nbsp;The Future of Full-Time Jobs in the Age of Freelancers <img width="2630" height="3500" width_o="2630" height_o="3500" data-src="https://freight.cargo.site/t/original/i/bd9da9820053ef13f5a97d72fe39f25b2097b4fc620e614d5bf5f744145e0e10/CreativeDoing_BookCover_Mockup.jpg" data-mid="164582394" border="0" src="https://freight.cargo.site/w/1000/i/bd9da9820053ef13f5a97d72fe39f25b2097b4fc620e614d5bf5f744145e0e10/CreativeDoing_BookCover_Mockup.jpg" /> CREATIVE DOING (HOLLOWAY, 2022) I spent a decade researching the creative process, through my own writing and entrepreneurial practices, and in conversation with practicing artists and creatives of all kinds. I published my findings in a book entitled, Creative Doing. This collection of exercises, mental models, and true stories from prominent artists will guide you through your blocks and find the unique creative process that works for you.&nbsp; (Read more...) Links to more info ⤵︎︎︎&nbsp;Creative Doing excerpt in Every ︎︎︎&nbsp;Creative Doing excerpt in Interintellect ︎︎︎&nbsp;Infinite Loops podcast appearance ︎︎︎&nbsp;The Futur podcast appearance ︎︎︎&nbsp;Why I Wrote a Book About Creativity at Human Parts PROVIDING SERVICES AND SKILLS: Marketing advisory:• Executive personal brand development• Corporate and team brand development• Collaborative ghostwriting• Branding and employer brand • Editorial strategy• Finding shared language• Building relationships with community• Organic content promotion Editing• Content planning and scoping• Building a team of writers, editors, and strategists• Planning editorial calendars• Setting creative and editorial directionWriting• Writing and content production• Strategic documents production• Creating and publishing newsletters• Sourcing and producing expert interviews• Cross-collaborations between teams • Thought partnership