1 mantra - 4 laws - 1 code: The ByBa How
We’ve said it quite a few times already: the world is barely beginning to be made—and the future? Not even close.
That’s why we need more Creativity. All of it.
Much more than dark matter, there is Creative Matter in the Universe.
And that’s why we do what we do, every day.
What we haven’t shared before—but the time has come—is how we do it.
How we try to bring order to this ever-expanding playground.
This page is where we reveal our secret geometry:
1 Mantra – 4 Laws – 1 Code.
Our mantra is this:
Popularize, Accessibilize & Personalize the Universe of Creativity.
We want to popularize a beneficial version of Creativity—one that challenges the traditional version, which, to be frank, isn’t very useful.
(Yep, quite the job: pushing against centuries of assumptions…)
Tradition lies when it speaks about creativity:
It says it’s just for artists, gifted people. Or just for children. Or a leisure activity. Or not productive at all.
All false.
Creativity is part of every human’s original equipment.
It’s with you your entire life (and for more years as an adult than as a child).
It’s there precisely when you need it most: when you work, when things get tough.
It’s the origin of productivity itself—wealth, progress, and even money are creative inventions.
We also commit to making it accessible.
We don’t speak to the initiated. We speak to everyone.
Tradition is the one whispering “it’s only for some.” That’s not truth.
Accessibility also means making special things—but not luxury things.
Our products must never be expensive. That would betray our purpose.
Finally, we commit to personalization—structurally.
What matters in what we make is not what we put in, but what you do with it.
This is not marketing fluff.
Everything we make has a space carved out for you.
A designed vacuum, waiting for your move.
If we make a test, what matters is your result.
If we make a game, what matters is what you create from it.
We are the spark, the excuse, the nudge.
Until you use it, what we make is nothing.
Everything we do follows these four laws:
The Strawberry Law (Law S)
Every ByBa product or piece of content must be:
a. As attractive as a strawberry
b. As easy to pick as a strawberry
c. As enjoyable as a strawberry
d. As nourishing as a strawberry
e. As subtly sophisticated as a strawberry
The Ampersand Law (Law &)
This law makes us ask:
What more?
What else can we offer?
How can we make this more meaningful, more useful, more beneficial?
The Mirror Law (Law M)
Everything we make must reflect the person we’re making it for.
If it’s not identity-related, it won’t resonate.
This is the very nature of Creativity.
It must also be right there with you—now.
Not far away. Not for later.
The moment for creativity is always here and now.
The Conflict Law (Law C)
Every ByBa product, every ByBa content drop, must serve as a weapon
against the true enemies of Creativity:
Fear. Numbing comfort. Discouragement.
Distraction. External authority as sole source of truth.
We always ask:
What are we up against?
Because Creativity without friction is fiction.
We call it the ByBa Talk—our way of saying things.
We know that if we’re going to talk about Creativity,
we need to talk about difference, oddity, the un-usual.
And we also know this: truly new things can feel weird.
Hard to picture. Hard to grasp. Sometimes even stressful.
That’s because new things are often invisible at first.
So our code needs to go beyond words.
That’s why we use positive affect, humor, mottos, exaggeration, and conceptual pinches.
Because you can’t speak the new in the same old tone.
This is how we do things at ByBa.
We always hope they open a door for you—so you might open one for us.
Thanks for trying something new.
And thank you for reading all the way down here…
Earnestly Happy,
Blithe Ernst