Today I’m talking with Myke Hurley, who is best known as co-founder of the Relay podcast network, and as host of Cortex, a show about how creative people work. Out of that show came a much harder challenge: a physical product business.

Lots of creators sell merch, but this is something very different. Cortex Brand makes premium notebooks and planning tools, and in this episode, we go deep on what that process really looks like.

We talk about why he once paid hundreds of pounds just to produce a sample notebook he never planned to sell, why “everything is a trade-off” when you’re making physical goods, and why he refuses to release products unless they genuinely “say something.”

Relay Podcast Network

Cortex Podcast
Cortex Brand
The Enthusiast (Myke's blog)

We often believe that structure kills creativity—that routines and schedules stifle the muse. Donald Miller argues the exact opposite. In fact, he says, believing that structure hurts art is the mark of an amateur.

In this episode, I talk with the CEO of StoryBrand and New York Times bestselling author about how he transformed his creative process from a chaotic three-year struggle into a disciplined, repeatable machine. Don shares how he shifted from writing memoirs like Blue Like Jazz to building a business empire, and why he believes you must stop chasing the muse and make the muse chase you.

We discuss:

• The Amateur vs. Pro Mindset: Why "waiting for inspiration" is a trap.
• The 90-Minute Routine: Don’s strict morning ritual (and the 8:30 PM bedtime that powers it).
• Serving the Audience: The critical shift from writing to impress people to writing to help them.
• Operationalizing Creativity: How to create a structure that allows you to ship work consistently, even when you don't "feel" like it.

Links:

• Donald Miller’s Weekly Soundbite
• Hero on a Mission

Ed Catmull, co-founder of Pixar and former president of Walt Disney Animation Studios, joins the podcast for a conversation about how great creative work actually gets made. We talk about why Pixar chose directors before ideas, what it meant to support “ugly” early concepts, and how the Braintrust created honest feedback without hierarchy. This episode explores creativity as problem-solving and leadership as the work of protecting ideas long enough for them to become something real.

Creativity, Inc

Want more Creative Effort? You can read a version of this interview and sign up for the email version at creativeeffort.substack.com

This episode features a conversation with Tom Donaldson, Senior Vice President at the LEGO Group and the leader of Creative Play Lab, LEGO’s behind-the-scenes R&D and disruptive innovation group. Tom explains how Creative Play Lab is tasked with pioneering the future of play, combining deep engineering in electronics, firmware, and mechatronics with LEGO’s long-standing commitment to creativity and physical building.

We focus on Smart Play and the new smart brick platform unveiled at CES, exploring why LEGO views it as a multi-year platform rather than a single product. Tom breaks down how an ordinary-looking brick contains sophisticated sensing, sound, light, and brick-to-brick awareness, all designed to respond naturally to how kids play. The conversation reveals how LEGO hides significant technical complexity behind simple, intuitive experiences, and why this approach represents an important step in how the company is thinking about the future of play.

An Exclusive Look Inside the Lego Group’s Super Secret Lab Dreaming Up the Future of Play

Want more Creative Effort? You can read a version of this interview and sign up for the email version at creativeeffort.substack.com