People like to say the great ones make it look easy, but what are we really looking at when we see a great creator showing what looks like effortlessness? Plus: Spectacular failures, concerned murmurs, Jenny from the block, beautiful aliens, Henri Matisse, rubber band balls, drifting toward the abyss, ha cha cha and hot dogs by the sea.

This week we're talking about doing what you're bad at. Why do some people charge blindly full speed ahead, and others try to shrink into their own shoes? And what's to be gained from what can be a traumatic experience? Also: Noble pain, sociopaths, Norma Desmond, tinnitus, bad steak, Christmas island, horrifying plunky sounds and more Mel Cooley.

This week we're looking at limitations in creative work. When do they hurt? When can they help? And how can we become more agile creators by learning how to work with them, rather than around them? Also: Fake expertise, low ceilings, ukuleles vs. bowling balls, rich idiots, guitar control, speed wounds, bourgeois sharpnress, and I Kid Because I Love.

This week we're looking at a part of the job that comes hard for many creative people -- self-promotion. Is there a way to be an effective promoter without feeling awkward and cheap? We suggest that there is, and tell you a way forward. Also: Big asks, mug's games, the SEO scam, wide boys, Chelmsford, crying in coffee shops, lost luggage, bonbons and juggling for Jesus.

It's one of the paradoxes of creative life: the longer you do it, the more tools you acquire, the more it becomes the goal to get simpler. To do less. This week we're talking about the quest for simplicity, and about finding the sweet spot between brevity and clarity. Plus: Slow TV, phantom limbs, Robot Thatcher, greening, a blow to the head, Wesley Van Wesleyson, promises and threats, and content cubed.

Every creator likes think they're shiny and golden, dancing with their muse in a singular act of invention. But is that true? Is that how it works? Or is all creativity an act of remix? Are we inevitably treading on ground others have walked before us? And if there's no such thing as originality -- why do we bother?

Also: Brain fizz and sparky fingertips, Woz, falling down, Pinwright's Progress, high blood pressure, how to breathe, grand larceny, DJ Kool Herc, Muskification, and 400,000 years ago (a Tuesday).

This week we're looking at one of the hardest decisions a creator can make: When is it time to admit an idea isn't panning out and move on? It can be agonizing to put aside a piece of work in which you've invested time and care and effort, but sometimes it's not just the best choice, it's the only one that makes sense.

Plus: Loud noises, Labrador footwarmers, Italian getaways, toboggans of regret, beans on toast, the world's longest putt, unconscionable delays and a big steely swan-like metaphor in the sky.

When Apple announced its plans for artificial intelligence earlier this week, the presentation failed to make a minor point: AI, as currently constituted, doesn't work very well. Also, not for nothing, it's theft on a grand scale. So: Here comes the future, we guess?

This week, we're kicking off our third season with a deep dive on the role of artificial intelligence in creativity. Auto-summarized version: You can keep it.

Plus: Eliza, angry ducks, carnies, strike snacks and idea smoothies, rat snakes, juggling fatalities, bullet-headed Bond villains, clean smart data, the Eternal Return and alt-right Seinfeld.