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Branding & Marketing

5 Manifestos for Art, Life & Business

Writing a manifesto can be a powerful catalyst for action. Get the creative juices flowing with visionary manifestos from Apple, Frank Lloyd Wright, Seth Godin, and more.

Manifestos are a powerful catalyst. By publicly stating your views and intentions, you create a pact for taking action. (Movements from the American Revolution to Dogme 95 film to the Firefox web browser were all launched by manifestos.) If you want to change the world, even in just a small way, creating a personal or business manifesto is a great place to start.

Before we launched Behance in 2006, drawing up a set of tenets and principles that would guide the company was our very first objective. Looking back five years on, our “manifesto” continues to prove extremely useful. Whether we’re planning the launch of a major product or making an important call about a new hire, our principles serve as a touchstone for decision-making.Needless to say, developing a set of principles that you believe in and constantly strive to stand by is an invaluable tool.

To spark your imagination, we’ve rounded up five of our favorite manifestos below.

1. The Architect: Frank Lloyd Wright

Via Gretchen Rubin, we discovered this manifesto from architect Frank Lloyd Wright, written as a series of “fellowship assets” meant to guide the apprentices who worked with him at his school, Taliesin. I particularly love number 10, the idea that working with others should come naturally.

1. An honest ego in a healthy body.

2. An eye to see nature.

3. A heart to feel nature.

4. Courage to follow nature.

5. The sense of proportion (humor).

6. Appreciation of work as idea and idea as work.

7. Fertility of imagination.

8. Capacity for faith and rebellion.

9. Disregard for commonplace (inorganic) elegance.

10. Instinctive cooperation.

2. The Marketer: Seth Godin

The always insightful Seth Godin shared his “Unforgivable Manifesto” with artist Hugh MacLeod a few years ago. His observation about the short-run vs the long-run in point 5 is particularly incisive, as is the notion that we’re all marketers in point 7 – it’s just that some of us don’t own it.

1. The greatest innovations appear to come from those that are self-reliant. Individuals who go right to the edge and do something worth talking about. Not solo, of course, but as instigators of a team. In two words: don’t settle.

2. The greatest marketers do two things: they treat customers with respect and they measure.

3. The greatest salespeople understand that people resist change and that ‘no’ is the single easiest way to do that.

4. The greatest bloggers blog for their readers, not for themselves.

5. There really isn’t much a of ‘short run’. It quickly becomes yesterday. The long run, on the other hand, sticks around for quite a while.

6. The internet doesn’t forget. And sooner or later, the internet finds out.

7. Everyone is a marketer, even people and organizations that don’t market. They’re just marketers who are doing it poorly.

8. Amazing organizations and people receive rewards that more than make up for the effort required to be that good.

9. There is no number 9.

10. Mass taste is rarely good taste.

3. The Designer: John Maeda

RISD president John Maeda’s slim book, The Laws of Simplicity, is one of my all-time favorites, with broad-reaching insights that apply as easily to arranging your living room as to designing a visionary product. In 100 pages, Maeda elaborates on 10 laws for business, design, and life:

1. Reduce: The simplest way to achieve simplicity is through thoughtful reduction.

2. Organize: Organization makes a system of many appear fewer.

3. Time: Savings in time feel like simplicity.

4. Learn. Knowledge makes everything simpler.

5. Differences: Simplicity and complexity need each other.

6. Context: What lies in the periphery of simplicity is definitely not peripheral.

7. Emotion: More emotions are better than less.

8. Trust: In simplicity we trust.

9. Failure: Some things can never be made simple.

10. The One: Simplicity is about subtracting the obvious, and adding the meaningful.

4. The Writer: Leo Tolstoy

While they betray a bit of the self-hating introvert, Tolstoy’s “rules for life,” originally written when he was 18 years old, do contain some useful gems. In particular, the notion of managing your energy and prioritizing based on goals (no. 5), and of managing your finances wisely by always keeping a low overhead (no. 9 & 10).

1. Get up early (five o’clock).

2. Go to bed early (nine to ten o’clock).

3. Eat little and avoid sweets.

4. Try to do everything by yourself.

5. Have a goal for your whole life, a goal for one section of your life, a goal for a shorter period and a goal for the year; a goal for every month, a goal for every week, a goal for every day, a goal for every hour and for every minute, and sacrifice the lesser goal to the greater.

6. Keep away from women.

7. Kill desire by work.

8. Be good, but try to let no one know it.

9. Always live less expensively than you might.

10. Change nothing in your style of living even if you become ten times richer.

5. The Company: Apple

When Steve Jobs went on medical leave in 2009 and financial analysts were making dire predictions, Apple COO Tim Cook boiled the company’s culture down to what was essentially an 8-point manifesto. I love that saying no is one of the key points. It’s so hard!

1. We believe that we’re on the face of the earth to make great products.

2. We’re constantly focusing on innovating.

3. We believe in the simple, not the complex.

4. We believe we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution.

5. We believe in saying no to thousands of projects so that we can focus on the few that are meaningful to us.

6.We believe in deep collaboration and cross pollination in order to innovate in a way others cannot.

7. We don’t settle for anything other than excellence in any group in the company.

8. We have the self-honesty to admit when we’re wrong and the courage to change.

What’s Your Manifesto?

Do you have a personal manifesto that you’d like to share?

How about a manifesto that you’ve always admired?

Jocelyn K. Glei

A writer and the founding editor of 99U, Jocelyn K. Glei is obsessed with how to make great creative work in the Age of Distraction. Her latest book is Unsubscribe: How to Kill Email Anxiety, Avoid Distraction, and Get Real Work Done. Her previous works include the 99U’s own bestselling book series: Manage Your Day-to-Day, Maximize Your Potential, and Make Your Mark. Follow her @jkglei.

Comments (109)
  • Ald Verdan

    To all graphic designers especially those who want to bring about change.

    By analyzing the purpose of graphic design in relation to today’s ethical values on design, I hope to shed light on the significant responsibility that the designer bares towards sustainability and the future.

    Please read my manifesto @

  • Francesco Cavalli

    the italian association Ministero della Grafica is born with this manifesto:

    in the image-driven society, image is important.Graphic design lives everywhere: the Ministero della Grafica believes that the appearance of things influences the relationship between people, objects and actions. The relationship between form and content takes on a key role, determining the success of products, companies, nations and communicate is to connect. 
    Design means the connection between disciplines; the synergy between form, content, economic strategy, organization of consensus and technology.contemporary graphic design is about planning. 
    It uses and develops concepts, visions, scenarios, words, omissions and interpretations, leaving a sign and effecting changes in society.contemporary graphic design is open source, multi-ethnic and hybrid. 
    It is based on synergy, research, competence, an attitude of observing the world, evolution, innovation and is not a style, it is an approach.francesco cavalli

  • Challenge Logic

    At Challenge Logic, we have a mission to promote creativity in each person.  You can read our manifesto here:

  • tenach

    Great post! This has brought me to reading manifestos for the past day and a half, and I am now in the process of writing my own.  Thank you for this gem!

  • Knita

    My goal is going to be to create a personal manifesto. Very inspiring article and thought-provoking too. 

  • court

    thank you for your words

  • mac

    Manifestos are indeed powerful catalysts.

    I call our’s a credo. It starts by unashamedly stating, right up front:

    “I’m partisan. I admit it…”

    I even devote a special page to it with navigation from our main page. You can read it at:


  • Lauren Modeen

    You missed this incredible manifesto:

  • conveyancing west

    The relationship between form and content takes on a key this content.This is well informative.This post is very nice.Thanks to share this content.Keep it up.

  • Robdesign

    Fabulous article and really interesting to see the insight of others.  I too am a fan of Maeda’s book and philosophy of simplicity.  Also as a design educator I like to look upon this “manifesto” of sorts from Sister Corita Kent.

    Rule 1:  Find a place you trust and then try trusting it for a while
    Rule 2:  General duties of a student: pull everything out of your teacher.   Pull everything out of your fellow students.
    Rule 3: General duties of a teacher: pull everything out of your  students.
    Rule 4: Consider everything an experiment
    Rule 5:  Be self- disciplined.  This
    means finding someone wise or smart and choosing to follow them. To be
    disciplined is to follow in a good way. To be self-disciplined is to
    follow in a better way.
    Rule 6:  Nothing is a mistake. There is no win and no fail. There is just make.
    Rule 7:  The
    only rule is to work. If you work, it will lead to something. It’s the
    people who do all the work all the time who eventually catch on to
    Rule 8:  Don’t try to create and analyze at the same time. They’re different processes.
    Rule 9:  Be Happy whenever you can manage it. Enjoy yourself. Its lighter than you think. 
    Rule 10:  We are breaking all the rules. Even our own.

    Peace to all.  

  • Marty

    These ten rules were given to me by an art teacher in college long ago. I have found them to be useful ever since. But I was taught/told they were by John Cage. A quick perusal online shows that at the Corita Art Center the rules are listed as hers, but at the bottom of the page Cage is credited. I’d be curious to know the real genesis of these ten rules. Anyone know?

  • Brenda Clevenger

    We have our own manifesto at Midlife Mona Lisa and would like any or all comments on it at

  • Hello Fresco

    Hey guys! How are we all! its 3am in the morning here and I’ve just finished Hello Fresco’s manifesto! ( Enjoy!

  • Lon

    We also just released one we’d love to add to the mix – the unstash Manifesto – on Owning Less & Living More –

  • Sonnic Cleaning

    Take a look in our Manifesto:

    1 – Always keep in mind, we are helping our customers increasing their productivity
    2 – Professionals with passion to going the extra mile
    3 – Communicate our beliefs with the world
    4 – Build strong relationships with stakeholders
    5 – Grow everyday creatively 
    6 – Sharing our expertise with those look for it
    7 – Adding value in all transactions we are involved
    8 – Take care of our customers and staff
    9 – Deliver an outstanding service, believing that a happy customer is a future reference to another customer
    10 – Create a friendly work environment where everybody can express theirselves.www.sonniccleaning… Office Cleaning Cleaning services London

  • blogdevelopmentcompanyinusa

    thanks for sharing.  it’s really great. 

  • blogdesigningcompanyinusa

    hi thanks  I am much satisfied i have checked out this particular site.

  • blogdesigningcompanyinusa

    Nice post really helpful for many people.

  • Thezephyrusproject

    Realllyy reallly helpful …Especially Tolstoy’s way of thinking. Inspires you to be someone greater than you would think otherwise! 

  • Seth D. Cohen

    Please check out my manifesto…. And don’t forget to live your manifesto.

  • Embroidery Digitizing

    These are the great instructions from The Writer: Leo Tolstoy specially his 5th point about the “goal”, if you have goal so then you have the power to achieve it..

  • Shannon DeFazio

    1.) Life is full of setbacks, don’t count how many setbacks you’ve had but how many setbacks you’ve recovered from.
    2.) Do one thing a day that scares you. It builds character.
    3) Follow your passion it knows where you should go.
    4.) Don’t follow, make your own path.
    5.) Learn more. Do more. BE more.
    6.) When you don’t know what to do, go with what makes YOU happy.
    7.) Stop. Listen. Proceed.
    8.) Make some mistakes, and learn.
    9.) If you don’t like what you’re doing with your life, CHANGE IT!
    10.) Never settle for anything less than you deserve. Always, take that risk

  • aggressive saver

    i wrote a personal manifesto. the short version is: fix it. the long version is at: http://www.watercoolermanifest….

  • Leon Benson

    “When Following Instructions”Written by Mereald Leon Benson III.
    Eventually we all will be buying great and reliable products from each other (Freinds and family) instead of going to strangers (wal-mart, macy’s, sears) that don’t really care about our well-being.
    One day the world will be filled with creators of great ideas. Eventually everyone will realize that the only way to survive is to build something that people want to buy and talk about. People love the idea of knowing the person they buy from. It creates a high level of trust between the seller and the buyer because of the already familiar connection. This paragraph is a whole different book. One day I just might write it.
    From here on out I will try to stick to the topic which is the effects of following instructions.
    Being told what to do creates robots and kills creativity. Being told what to do makes living life easy in a physical sense of the phrase. When you take into consideration being told what to do from a perspective of pursuing your interests and passion this is impossible to execute.
    Theres nothing easier than following an already carved out path. It does not challenge you to think. It does not create a sense of urgency. Real effort is not involved in following a map. Real effort comes when you decide which way the map will take you. When you create the map yourself.
    How can you be satisfied with what you’ve accomplished when someone told you exactly how it is done? How can you be fulfilled when your given a picture that has already been painted?
    I argue that it’s damn near impossible to go further than your boss’s instructions. How do you accomplish your dream if your wasting so many hours doing what someone is telling you. YOU DON’T! I also argue that we are not created to follow instructions.
    If we were designed that way there would be no television. Reason being is because the folks who are famous and have power and are on television would be far too busy following the boss’s orders. On top of that the person who created the very first television would have found someone else to follow. Luckily this is not the way the world really works. It’s just the governments job to breed citizens that follow instructions precisely.
    Let me also point out that I have studied a few hundred successful and unsuccessful people for the last 4 years. Studying that many people I have found that none of the extremely successful ones made it off of just following instructions. Following instructions helped them for a small part of their journey.
    Studying successful people I have noticed that they have these traits and habits in common:
    They wake up earlier than average people.
    They stay up way longer than average people.
    They have more energy than average people.
    They love what they do for a living the same as they would love their kids or their spouse (Steve Jobs was a prime example of this).
    They are incredibly outgoing.
    They love to learn new things.
    They read insatiably.
    They stay physically active well into the golden years.
    They love to help others.
    They work weekends and vacations a lot of the time.
    They never let fear get the best of them.
    Most importantly they are not very fond of following instructions!!!
    Most successful people like to live freely and follow their intuition instead of a manual. There are so many examples of successful people and their tendencies to go in the opposite direction of everyone else. They do not do good with followijg the crowd or staying current with the latest trends. Successful people are trend setters and could care less about any new fads.
    They find tranquility in carving out their own paths.
    Take for instance your average student. They are some of the best followers of instructions. How do I know this? For one I actually have been in and out of school for a large portion of my life. It sucks! (you know it does!). It all starts with going to preschool (k-1 to 5 or whatever you started your kids out with first). Let me map this out so you get the whole picture.
    The life span of students and their overall duties:
    Preschool: Your responsibility in this role as a first time student is to do whatever the teacher (instructor) tells you to do. Otherwise you will be considered odd, incoherent, misbehaved or even mentally challenged.
    “Color this” (inside the lines). “Paint that”. “Time for a snack”. “Time for a nap”. Okay so maybe it’s not that bad in preschool. But the overall theme is to do what your told. Otherwise you’ve had an unsuccessful day of preschool and “how hard can that be?”
    Let me step in as a former student and say that preschool might be a bad example to use (oh well). Here’s the thing though following instruction starts at a very early age. In order to get your wild and crazy kids to behave you must create a list of instructions for them to follow in order to keep them busy and out of your hair. This is the way the entire world works but more on that later.
    Moving along to the next set of instructed teachings we have elementary school.
    Elementary school: It’s more structured than preschool. There is actual class discussions. Well more like watching the teacher talking (forever). The teacher actually gives you assignments to complete. Time becomes your enemy. You now have deadlines. A bad grade means something more than just a letter with a minus sign next to it.
    Single file lines. Having to raise your hand for permission to speak (what ever happened to freedom of speech?). Uniforms all the same color so no one student stands out. A do-it-this-way-or-amount-to-nothing-theme.
    A caged in (fenced in) area of celebration and imagination (recess: where kids have the most fun in school all day). One of the most important times for elementary students. They get to be themselves completely. They get to imagine and dance and talk about their favorite things. This is where your child learns the most in a days work. During recess authority decreases. It’s a lot like a free for all (in the students mind).
    Children learn to jump, run, play, dance, sing and be themselves. They learn social cues. They learn how to think faster. They learn how to work in groups (a game of tag or hop-scotch). They learn how to perfect their eye and hand coordination (kick-ball, jumping rope, hand ball).
    Recess is a critical part of a child’s day during school. It’s a watered-down version of them living on their own. Teachers playing the role of the cops incase something major goes wrong. Otherwise the children work out all of their little differences in some intelligent and not so intelligent ways. The point is that they learn things that will stay with them for life. They develop certain character traits. School does not teach children this.
    My favorite author wrote a manifesto about some of this topic but he does it much better than I do. His name is Seth Godin and the manifesto is called “Stop Stealing Dreams”. One more thing: It’s free! Just google the title and download it!
    Okay where did I leave off? Elementary school! Now we take a look at the next instructed teachings. Middle school.
    Middle school: More structured than both preschool and elementary school combined. Here you do the required assignments or fail all throughout high school (before you even get there teachers assume and add more pressure). This is the part where teachers think they can predict your future (we all do this at one point or another to our peers).
    This is the last chance you get to mess up (but only a little bit!) before test scores and term papers rule your entire existence. Following directions here gets crucial (in the eyes of the American government). No middle school is not the final say in your success or failure. It’s more of a gage checking to see how well you have followed those oh-so-important instructions.
    Once again this brings me back to the idea that recess is the most important part of the day. Everything else is past events and outdated math formulas. How is knowing about pearl harbor going to help you or your child accomplish their dreams? Teaching someone who wants to be a history teacher about pearl harbor and world war II is idea. Anything more is blasphemy.
    Let me interrupt this reading by saying that I’ve described school so far as “simon says”. This game is more like “Teacher says”. Read these books filled with random information. Process this random and none essential information in your brain. Use that useless information to do assignments that engrave even more useless information inside of your brain (are you catching on to this yet?).
    How is this suppose to prepare you for being an adult? Unfortunately a lot of adults are used to this way of thinking and living. The truth is that processing this useless information does nothing good for you. It teaches you that hiding from your fears is okay. It teaches you that starting something without asking first is not allowed. It teaches you that being great is scary. It teaches you that making a name for yourself is embarrassing. EVERYTHING IT TEACHES YOU IS WRONG!!!
    Here is the best part: If you don’t process enough of this useless information correctly just as the teacher states it and on time with your name and date, you lose. You fail. You don’t get a good job. Your lucky if you even get a crappy job. You eat noodles three times a day for the rest of your life. You become an outcast. Your a nobody. You lose permission.
    This might be the perception of most people but it’s incorrect. I’m not writing this saying you don’t need school at all. I’m not say you shouldn’t put your kids through regular school. One thing I am saying is that school has a lot of flaws in it’s system. I’m saying that school (particularly college!) only teaches you minimum effort. Minimum skills. Hardly any values at all. There are a lot of things you do need college for.
    Examples are anything in the medical field.
    Lawyers. Cops.
    Anything that deals with science on a professional level. Unless you figure out a way to work your scientific business (chemist, scientist, bio-chemist, nuero scientists) without school.
    At the end of it all if you stop reading this book now my point here is: school is chapter one. You have way more important things to learn outside of school that are a must in the real world.
    Examples include
    Investing (Earning and saving money).
    Character building.
    Finding your passion
    Building online businesses (if your passionate about it).
    Raising children
    Building any type of business and being the CEO of your company and the list goes on.
    Keep in mind this whole time your teachers have yet to ask you what you would like to do (I mean really do schools care about students or do they care that students follow every instruction to the “T”?).
    Why is it that in english class we never learn how to ask really good questions? Why not teach students in english class how to overcome objections? Better yet why not teach students that failure is a part of the everyday process.
    Why not teach kids that failure is one of our biggest teachers in life and that starting something is the other biggest teacher? Instead we associate learning with watching (but hardly ever listening to) someone we call a teacher give her biased views on the subject of her choice.
    What’s sad is that every assignment is already prepared for the teacher to teach. She doesn’t even have to break a sweat. Just flip through the prescheduled sections and like a robot give an emotionless lecture.
    What if the teacher had to build their entire lesson book from the ground up? What if every teacher had to teach a class on his or her passion? What if they had to design and help write the text books themselves?
    I can almost promise you this would change everything. Teachers would have to be more meticulous in their delivery. They would be even more eager to teach. Thy would be more passionate and make sure that the students learned. They would make sure they learned something no just because it’s their job, but because they would really truly care.
    High school: More instructions. More rules. More punishment. More useless information to cram in your brain for the advancement of following even more instructions as a high school graduate.
    This is where the big boys play. This is where 95% Of the instruction following counts. These are the semi-pro’s of instruction. Where everything you do translates into direct success or failure (as an individual and as a society) according to everyone else’s opinion.
    If test scores are any indication of success we will have no real success. Success is not following instructions and filling in bubbles on paper. Success is not being punished for thinking differently than the rest of the class. Success is not doing the exact same thing over and over again wishing you could do something else.
    Real success does not translate into who can follow instructions the best (that’s what gameshows are for). Unfortunately school prepares us more for gameshows than being completely free and happy with our lives. Sad but that is the reality of it. Here is my evidence:
    On a gameshow you stand side to side with your competitors (classmates). You are asked superfluous questions (don’t be lazy! Google the word!) by the gameshow host (teacher). Then you are expected to push a buzzer (raise your hand) in order to get permission from the host (teacher) to answer the question. If you get the answer wrong a loud buzzing noise goes off (an “F” on the test) and everyone is aware that you are wrong (you stand out).
    As a society we must change this gameshow way of doing things. Nobody wants to live the life of a die hard gameshow contestant. We need real content and real problem solvers to step forward. We need game changers to do their part in making sure that the school system is broken down and built back up with a completely new way of teaching and learning.
    Running school like a giant gameshow is doing nothing but killing us mentally. We are continually creating robots instead of leaders. The world is less impressed with the kid who can follow instructions the best and more impressed with creativity. A student who can create a new social network (facebook) or create the worlds greatest music player (ipod) is a definite shoe in! Everything else is boring and predictable.
    What we need to do is wipe out and destroy everything that has ever been taught to us in school and start all the way over.
    Leadership. How to communicate with poor people, middle class people and rich people. Starting a real business from the ground up. How to do more than you are paid for while being appreciated by those you serve. This is what our school schedules should look like. Spreading great ideas and connecting with real people. Becoming a self-starter.
    How interesting do those classes sound? Interesting enough for you to sign up today? I know I would sign up.
    School hardly ever teaches us the things we truly need to know. When we are learning something useful in school they just read through it and expect us to remember it. We don’t actually get homework assignments that call for us to go to an actual bank and apply for a mortgage or $100,000 loan. The lesson here would be to learn the ins and outs of the banking business and know what your getting yourself into once you decide to move out of your parents house.
    How useful is that? As useful as it gets! This obviously is not practical to the school board or government. They’re job is to keep us ignorant to topics such as finance and creativity therefore we stay in debt and are not creative enough to find a way out of it.
    The richest country seems to be the stupidest country. The american dream is not a white picket fence and million dollar mansion. The real american dream is embedded fear and debt with no way of ever prospering.
    This country thrives off of keeping families in debt while the country’s debt continues to inflate. Debt on top of debt is not a free country if you ask me. It’s more like the rich taking from the poor who then borrow from the banks who give back to the rich. At least this is the way I see it.
    Think of it this way: at some point we cross paths with the rich even if it’s on a monetary level only. A simple example would be attending a concert.
    We save up half of our paychecks twice (in order to cover all costs depending on who your going to see of course). Then we pay a lump sum for tickets. We sit in assigned seats (just like school) and get entertained by who? The wealthy artist or artists on stage. After the show the artist leaves with a huge cash advance. We leave with memories. A month later we read a magazine article about how this artist made $10,000,000 this year alone. You know it includes your portion for your ticket right? This is does not mean you should boy-cot concerts. It just means the rich really do get richer and the poor keep getting poor. You shouldn’t be mad though. All you did was follow instructions and that artist you love so much decided to be incredibly creative (not following instructions) and look how things turned out.
    It all goes back to the difference between the people who follow instructions and the people who don’t.
    I’m sure you have plenty of arguments building up inside for me so save them for the comment section on facebook or twitter.
    What have we learned? The conflict of using instructions to punish people and run the world (In a broad sense). The main idea is that we both know you don’t want to be told what to do forever (you would not have bothered reading for this long). The important concept here is following instructions don’t necessarily lead to your idea of real success and happiness. It might get you an okay paying job and every other saturday off but what happens when you want more out of life?

  • customstickers

    I agree with this……
    1. We believe that we’re on the face of the earth to make great products.

    2. We’re constantly focusing on innovating.

    3. We believe in the simple, not the complex.

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