About the Book
In his book The Laws of Creativity, Joey debunks why creativity isn’t magic and shares what it is, how it works, and how you can harness it in your everyday life. Learn how to unlock your originality and awaken your creative genius with Joey Cofone—award-winning designer and Founder & CEO of the much loved “Tools for Thinkers'' brand Baronfig.
Each of the 39 Laws of Creativity are illustrated with inspiring, enlightening, and surprising stories of iconic creators across history—including Albert Einstein, Serena Williams, Martin Luther King Jr., Harry Houdini, Grace Hopper, Bruce Lee, and many more. Joey breaks down how these titans of history wielded creativity to reach incredible heights.
“Drawing on decades of experience, Joey Cofone has distilled the elements of creativity into an excellent, easy-to-use guide. The Laws of Creativity provides a roadmap for unleashing the creative force inside you.” — James Clear, Author of Atomic Habits
- (00:00:00) - Introduction
- (00:01:49) - Origin Story of The Laws of Creativity
- (00:06:39) - Distilling Down the Laws of Creativity
- (00:08:17) - What Creativity Is and Why It Isn’t Magic
- (00:18:17) - On Zeno’s Paradox and Choosing to Finish
- (00:22:58) - The Laws of Mindset, Action, and Greatness
- (00:25:57) - Joey’s Favorite Law: The Law of Competition
- (00:29:55) - The Law of Precision
- (00:33:00) - The Law of The Muse
- (00:36:06) - On Borrowing vs Stealing Ideas
- (00:39:42) - The Law of Simplicity
- (00:42:56) - The Law of Good Enough
- (00:46:51) - Joey’s Process for Writing the Book
- (00:55:54) - Knowing When the Book Was Done
- (01:02:07) - The Highs and Lows of Creating Baronfig
- (01:04:54) - Creativity vs Business
- (01:08:21) - Baronfig: The Idea Company
Joey Cofone, Founder & CEO of the much loved “tools for thinkers” company Baronfig, joins me on Outlier Book Club to decode his new book, The Laws of Creativity. We cover why creativity isn’t magic, how creators across history from Albert Einstein to Grace Hopper and Bruce Lee wielded creativity to reach incredible heights, practical ways to hone your creativity, a framework for generating ideas, Joey’s process for writing the book, and so much more.
“At this point in my career, I have art directed over 100 products from a rough idea into consumer’s hands. I’ve collaborated with incredible creators like James Clear and Roxane Gay. There came a point where it was very obvious how it all worked and fit together—because I was always interested not just in what I was doing but how I was doing it.” — Joey Cofone
Joey Cofone's Favorite Books
Joey shared his all-time favorite books, including:
The Phantom Tollbooth by Norton Juster
- The Phantom Tollbooth is a children's fantasy adventure novel written by Norton Juster, with illustrations by Jules Feiffer, first published in 1961. The story follows a bored young boy named Milo who unexpectedly receives a magic tollbooth that transports him to the once prosperous, but now troubled, Kingdom of Wisdom. Along with a dog named Tock and the Humbug, Milo goes on a quest to the Castle in the Air seeking the kingdom's two exiled princesses, named Rhyme and Reason. As Milo learns valuable lessons, he finds a love of learning in a story full of puns and wordplay, such as exploring the literal meanings of idioms. While The Phantom Tollbooth is a children’s novel, Joey Cofone thinks every adult should read it.
- Buy it now: Print | eBook | Audiobook
Radical Candor by Kim Scott
- Radical Candor, or how to be a kick-ass boss without losing your humanity, is a business leadership book written by former Apple and Google executive Kim Malone Scott. In the book, Scott defines the term radical candor as feedback that incorporates both praise and criticism. Unlike radical transparency or radical honesty, Scott says the management principle of radical candor involves “caring personally while challenging directly.” Radical Candor is core to how Joey Cofone and his team at Baronfig work together and how they share feedback with one another.
- Buy it now: Print | eBook | Audiobook
Joey Cofone's Favorite Baronfig Products
Joey also shared his favorite products at Baronfig, where he’s the Founder & CEO. They include:
- Squire Rollerball Pen: Joey Cofone’s favorite pen is the Squire Rollerball Pen, which is designed with an underlying philosophy of simplicity, usefulness, and community.
- Confidant Hardcover Notebook: The Confidant notebook is made for ideas. Its premium cloth hardcover, high quality paper, and lay-flat design are just a few examples of the care that goes into its creation.
- Strategist Index Cards: The Strategist index cards are perfect for lists, sketches, reminders, and more. Joey Cofone, Baronfig’s Founder & CEO, keeps a stack of them on his desk filled with all of the ideas that he wants to continue to think about and push forward. He reviews that stack weekly to make sure that every idea is something he wants to continue pursuing and investing in.
- James Clear’s Habit Journal: Joey Cofone, Baronfig’s Founder & CEO, personally designed the Clear Habit Journal with the author of the NYT Bestseller Atomic Habits, James Clear, over the course of 6 months.
If you enjoyed this episode with Joey Cofone, don’t miss our other interviews with creative and design leaders:
- #35 Building Halide, Spectre, and Lux with Sebastiaan de With | Outlier Founders
- #30 Lessons Learned as a Founder, Investor, and Bestselling Author with Scott Belsky | Outlier Book Club
- #132 Ben Blumenrose of Designer Fund: My Favorite Books, Tools, Habits and More | 20 Minute Playbook
- #131 Designer Fund: Building the World’s First Design Centric Venture Capital Firm | Outlier Investors
Go Deeper on Creativity
Joey Cofone explains the two types of inspiration—passive and active—and how anyone can take advantage of them to find inspiration. He also describes how active inspiration works and how it consists of three steps: collecting, assimilating, and combining. If you’re struggling to get and stay inspired, this is a fantastic read.
Creativity and entrepreneurship have a lot of synergies, but they can just as easily work against each other. Joey Cofone walks through how he balances creativity with entrepreneurship at Baronfig. He shares why a great creation does not equal a great seller and why, similarly, a great selling product isn’t necessarily a mind-blowing one.
Joey Cofone shares the highs and lows of building Baronfig over the last decade, including why the biggest challenge is handling the pulls in a dozen directions in any given moment, and how there’s always something that can be created, improved, or fixed. Building a company often feels like a never ending game of Whack-a-Mole.
While the results of creativity are often magical, the process to get there is not. The practice of creativity is as reliable as accounting and as easy as following these four steps: get inspired, research, iterate, and choose to end. Joey Cofone shares why we have to lean into systemization and systemize the hell out of our creative process.
Joey Cofone shares his thoughts on how to know when an idea is good and how to go from an idea to the best final solution or product. For him, it involves what he calls the Grok Threshold, which is when your audience understands an idea profoundly and intuitively—envisioning how it fits into their lives and understanding it well enough to be able to share it with others.
All of us struggle with personal accountability and honoring our commitments. Joey Cofone shares the four strategies he uses to keep himself accountable and use his time effectively. They include having contingencies, giving himself prizes when he hits certain goals, daily habit tracking, and having accountability buddies. He goes on to explain why all of these use positive reinforcement rather than negative reinforcement.
For more, explore the transcript of this episode.