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The Essential Laws of Creativity

Talented friends,

Today we have something special for you. It’s a compendium of laws. 

Not municipal laws!

Not scientific laws!

Rather: creative laws.

Laws that will help you and your teams be more creative. 

These eponymous laws—named after the scientists, economists, authors and psychologists who coined them—will help you notice cognitive biases, work through creative blockers, and improve your collaboration with others. 

We’ve gathered it all into a deck we call Laws of Creativity: The Essential Guide, and you can find it right here:
This is a great resource to share and discuss with your team. 

Inside, we’ve collected eponymous laws from economists, historians, authors, doctors—and at least one cartoonist!

Typically, you'd run across things like Gall's Law when reading about systems thinking. Or you'd run across Miller's Law in cognitive science books. Or you'd run across Hanlon's Razor deep in the downvoted comments of a wildly nerdy post on r/startrek.

But despite their disparate origins, these laws complement each other. And they're all helpful in the same way—they reveal hidden truths, or they give a name to a peculiar feeling you already had but couldn't articulate.

I hope they'll help you and your organization as you go about making creative decisions. 

Have a great week, make great choices,
 >> Steve Bryant is lawful neutral // @stevebryant
Article Group // Our essays and such
What we're working on this week ~ Ryan is hanging Article Group posters ~ Joe is returning from Rochester ~ Pete is getting sign off on our latest case study, good job Pete! ~ Article Group is a yevery creative agency and this is our weekly missive ~ sharing is how we grow, please forward to people you love ~ reply to this email, we’d love to hear from you!
From Article #071:
  1. Three-Layer Storytelling—Our powerful, simple, and powerfully simple tool for telling better stories
  2. GIF Artist Bookmarks—60 of Steve's favorite GIF artists from the last few years
  3. The best little LEGO ad ever—Remember what it was like to be a kid? This ad does. 
p.s. Last week's newsletter was the most popular we've ever sent. Thanks for reading, and thanks to our friends at Storythings and Total Annarchy (subscribe to both!) for spreading the word 💕 
What we're reading:

🤯Your intuition is making you dumb
"What gets in the way of clear thinking is that we have intuitive views of almost everything. So as soon as you present a problem to me, I have some ready made answer. What gets in the way of clear thinking are those ready made answers, and we can’t help but have them."

👀Risk is what you don't see
"It’s impossible to plan for what you can’t imagine, and the more you think you’ve imagined everything the more shocked you’ll be when something happens that you hadn’t considered." Wise words from Morgan Housel, whether you apply them to planning, stock markets, infectious disease, or anything else. See also: Stop Letting Danger Pay Attention to You.

📚CliffsNotes for the Internet Age is a useful site, instagram, and newsletter that delivers bite-sized learning from a delicious range of disciplines, from design to business to history.

😮Why do corporations speak the way they do?
Can't recommend this longform piece from Vulture enough. Shared language is tribalism, convenience, and posturing all at once. See also Wiio's Laws: "Human communications usually fail except by accident".

🎻This is a woman playing the violin during brain surgery
Three-Layer Storytelling
Our powerful, simple, and powerfully simple tool for telling better stories

The Marketer’s Guide to Judging Creative Work
A simple and effective criterion that guides the development of any creative concept for a brand

Your sales deck should be a hero’s journey
How to use the world’s oldest and greatest storytelling template to sell your brand’s story

23 Mistakes This Creative Marketing Agency Made in 2019
Our impressive list of slip ups, screwups, and WTFs and what we’ve learned from them — plus a bunch of stuff we fixed from the last time we wrote this article.

24 Essential Frameworks for Making Creative and Marketing Decisions
The tools you need to innovate and make better decisions in creative marketing and beyond

Why Is This Taking So Long? A Cognitive Bias Decision Tree
A handy guide for understanding the planning fallacy, self-serving bias, and other reasons your project is behind schedule

“You don’t get it. You aren’t the point.”
The surprising reason why your brand sucks at storytelling, and what to do about it.

“Make it for your audience’s audience.”
How to create things that help themselves get shared.

“Make relationships, not things.”
You can’t “thing” your way to people trusting you
Article is a 100% organic, free-range, desktop-to-inbox newsletter devoted to helping you navigate uncertainty, seek the most interesting challenges, and make better creative decisions in marketing and beyond. We deliver 6pm ET every Sunday. Article is published by Article Group, a delightful creative agency of talented problem-solvers. We're more fox than hedgehog. We are for hire.
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