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BRAVE • FOCUSED • BRILLIANT How To Be Lucky (By Design) Economist Judd Kessler shares the hidden markets that can give you an advantage in life, leadership, and creative work.

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What if “luck” isn’t luck at all, but a reward for knowing how to play the game behind the curtain?

On this week's episode of Daily Creative, I sat down with Wharton School economist Judd Kessler to unmask the secret mechanics of luck and how you can engineer more of it in your creative life.

We dove deep into Judd’s new book, Lucky by Design, exploring how opportunity is governed by invisible rules that can be decoded and navigated if you know what to look for. Whether you’re a leader, artist, or innovator, this conversation reveals how prep, perception, and positioning might just turn you into one of those “lucky” people everyone talks about.

Luck favors the well-prepared, not the idle dreamer.

Despite what we love to imagine, luck rarely rewards those sitting on the sidelines. Gary Dahl, often pegged as impossibly lucky for his Pet Rock empire, actually spent years observing consumers, tracking trends, and sharpening his skills—so when the right idea struck, he was ready to seize it with both hands.

In any creative career, it’s easy to wait for a “big break,” but it’s the quiet work behind the scenes that attracts opportunity.

When was the last time you honestly prepared for a moment that others chalked up to coincidence?

Hidden markets run on invisible but learnable rules.

Judd Kessler introduced us to the concept of “hidden markets”—systems that allocate opportunities not simply by price, but by rules like speed, lotteries, or reputation. These rules might not be advertised, but they shape who gets tickets to the hot concert, the competitive job, or that coveted client. The truly “lucky” are those who study these systems, figure out how they work, and adjust their strategy to fit.

Which markets in your life seem random, and what unspoken rules might actually be guiding them?

Efficiency, equity, and ease are the currencies of opportunity.

The “three E’s”—efficiency (creating value), equity (being fair and reliable), and ease (removing friction)—are what make you the obvious choice when opportunity knocks. In practice: deliver consistently, treat people like allies not obstacles, and proactively smooth the way for collaboration. It’s not about being a pushover—it’s about being the professional others want to work with time after time.

How could you make yourself the easiest collaborator in your field without sacrificing your standards?

Speed (and the right signal) beats the aura of “untouchability.”

In a world where everyone claims to be the best, a fast, genuine response can set you apart more than a polished halo. As I shared on the podcast, event planners pick the reliable, responsive choice over the high-maintenance diva. These days, speed signals commitment and reduces risk—a crucial factor when trust is on the line.

Are you easy to say “yes” to, or are you unintentionally raising hurdles for your partners and clients?

Technology changes the playing field—but not the need for real, human signals.

As AI makes polished cover letters and speedy responses indistinguishable from automated bots, traditional signals of motivation and fit lose power. The edge now comes from relationships, trusted recommendations, and visible investment in the work itself. That means you’ll need to let your reputation, network, and proven track record do some of the signaling AI can’t fake.

What could you do this week to strengthen your real-world connections, not just your digital presence?

If you take nothing else from this conversation, remember: luck doesn’t strike at random—it knocks on doors that are already open.

So as you move through your week, ask yourself—what am I building that luck could recognize, and am I showing up prepared when it does?

The quiet, disciplined preparation you do behind the scenes just might build the luck everyone else will call mysterious.

Keep your eyes open—opportunity loves an attentive audience.

P.S. If you'd like to hear our full episodes and interviews, they're free at DailyCreativePlus.com. Sign up and you'll get your own private podcast feed featuring bonus content and full interviews with all of our guests.

​ Todd Henry teaches leaders and teams how to be brave, focused, and brilliant. He is the author of seven books, and speaks internationally on creativity, leadership, and passion for work. ​TODDHENRY.COM​ ​​​​​

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