How Jack White stays creative.

Years ago, I stumbled across this video of Jack White illustrating the use of constraints in making the White Strips such a successful band.

Jack mentions things like intentionally playing guitars that go out of tune in between songs, not using guitar techs, keeping his guitar picks at the back of the stage so that if he dropped one, he’d have to run around to get another one.

The White Stripes used constriction to force themselves to create. Strict use of only 3 colors in their visual presentation. Everything revolving around the number three. No setlist for live shows.

All of these elements, he claims, build tension that don’t allow you to rest and relax in to a dull routine.

When I think of all the great startup stories I recall people working out of their garage instead of renting a fancy office space. I think about Bezos and company using old doors and phone books to set their computer monitors on. I think about the 37 Signals guys being very intentional about not taking money from investors.

All of these stories drive home the point that if we have unlimited resources, we are lulled into cognitive and creative laziness. We’re not as sharp. There’s no urgency or tension to what we’re doing and what we’re building.

Think about the many bands whose freshman and sophomore albums were mind-blowing. But as soon as fame and money come along, these same bands start making boring, overproduced music.

So, as you’re launching your next venture, there is always this pipe dream that we have in our heads about getting to the land of “one day we won’t have to worry about money, and we can take our foot off the gas and relax.” F*ck that land. That’s the land of homogeny and mediocrity.

Stay small. Stay scrappy. It’s not the resources that will make you more successful. It’s you!