Summary
Most writers assume unlimited time and resources lead to better work, but Ryan Reynolds learned a $200 million lesson that proves otherwise: limitations force the kind of creative problem-solving that freedom doesn’t. This article breaks down the science behind constraints and gives you three specific ways to use them in your copywriting—from word count limits to time boxes—plus the warning signs that you’ve gone too far.
The Power of Constraint
Ryan Reynolds learned a $200 million lesson from Green Lantern, and it’s a lesson you can apply to your own creative pursuits.
At the 2025 TIME100 Summit, Reynolds dropped this gem:
“Too much money, too much time wrecks creativity. And constraint is the greatest creative tool you can possibly have.”
He wasn’t being philosophical; he was being real.
In case you didn’t know, Green Lantern had everything: massive $200 million budget, top-tier special effects, and alllllllll the time in the world to make.
Despite the unlimited resources, it flopped and barely broke even at the box office.
So what happened? Here’s what Reynolds noticed:
“I saw a lot of money being spent at special effects and all sorts of stuff. I remember suggesting, we could write a scene in the movie where people talk... They would say, ‘Just spectacle. Spectacle.’”
Every problem?
Throw money at it.
Every creative challenge?
Add more CGI.
But then came Deadpool – made for a fraction of the budget with tighter deadlines and limited resources. And it changed everything.
The constraint forced creativity.
No money for elaborate action sequences?
Write better dialogue.
Can’t afford massive set pieces?
Focus on character.
Limited marketing budget?
Get scrappy with viral campaigns.
Reynolds calls it the most important lesson of his career: “Character over spectacle.”
The beauty is this isn’t just a Hollywood story. It’s a fundamental principle that can transform how you write…
The Science Behind the Magic
The idea of constraints improving creativity feels backward. You’d think that freedom unleashes creative output, but that’s not the case.
In 2018, researchers reviewed 145 empirical studies on creativity and constraints and found that there’s a U-shaped curve of sorts. Too few constraints make people complacent; too many and you create paralysis.
So, naturally, the sweet spot is in the middle.
Without constraints, our brains default to conventional thinking. We retrieve the most obvious examples from memory and write copy the way we’ve always written copy.
But add a constraint – a tight deadline, a word limit, a format restriction – and something shifts.
Suddenly, the obvious path is blocked, and you can’t do what you’ve always done. As a result, your brain starts searching for alternatives and making connections it wouldn’t normally make.
One study had participants solve problems with limited materials. The scarcity group consistently outperformed the abundance group in creative solutions.
Because when you can’t rely on having everything, you’re forced to reimagine what you have.
Let’s read that again:
Because when you can’t rely on having everything, you’re forced to reimagine what you have.
It’s the difference between “I need more resources” and “How can I use what’s here differently?”
Three Constraints That Will Make You a Better Writer
1. Word Count Constraints
Twitter did more for copywriting than any course ever could. The original 140-character limit was a technical limitation that became a catalyst for creativity. It forced millions of people to find the perfect word instead of three good-enough ones.
Apply this to your copy:
Headlines: limit yourself to 6-12 words max
Email subject lines: 30-50 characters max
CTAs: 2-4 [short] words
The constraint forces clarity. No space for filler. Just the message, distilled.
I see this with the Rule of One: One reader. One message. One call to action.
It’s a constraint that creates focus.
And that focus creates impact.
2. Time Constraints
Remember Reynolds’ Maximum Effort company? They got that Aviation Gin ad with the “Peloton wife” on air in 36 hours… all while everyone else was still having meetings about having meetings.
It’s because speed forces decisiveness.
When you have a month to write an email, you’ll spend 29 days thinking and one day writing. Give yourself an hour, and I guarantee you’ll write the damn email.
Constraint doesn’t limit creativity – it unleashes it.
3. Format Constraints
Every platform has rules. LinkedIn shows only the first 2-3 lines. Email preview text gets 35 characters. Emails and landing pages have that crucial above-the-fold moment.
Most writers see these as limitations.
But the best see them as opportunities.
LinkedIn’s constraint means your first line has to hook.
Email’s dual constraint (subject + preview) creates a one-two punch opportunity. They work together or not at all.
My micro-course follows this principle. Seven days. One principle per day. Same format: Story, lesson, application.
The structure doesn’t limit creativity – it channels it. Readers know what to expect, which paradoxically makes surprises more powerful.
Creating Your Own Constraints
You don’t have to wait for constraints to be imposed on you. You can create them yourself. Here are some ideas to wet your appetite:
The Time Box: Give yourself half the time you think you need. Writing a blog post? Turn two hours into one. Email sequence? Turn a week into three days.
The Word Diet: Cut your word count by 30%. That 1,000-word article? Make it 700. Watch how it forces you to kill your darlings.
The Simplicity Filter: Write for a smart 10-year-old. No jargon. No complex sentences. Just clear, simple language.
The One-Shot: Three drafts maximum. First draft, one editing pass, one polish. Then ship it.
The point isn’t to make your life harder. It’s to make your writing better.
When Constraints Backfire
Obviously, take all things in moderation.
Too many constraints in the wrong combination and you get what researchers call “futile effort.” You end up not creating, only suffering.
The warning signs:
Quality drops below acceptable standards
You’re abandoning core objectives to meet the constraint
The constraint is creating paralysis, not action
It’s like asking someone to write a viral TikTok video in 10 minutes with no budget that also follows 47 brand guidelines. That’s not creative constraint – that’s stupid.
The sweet spot exists. You just have to find yours.
Your Constraint Toolkit
Here’s what Reynolds figured out that most marketers miss: Constraints aren’t obstacles to creativity. They’re tools for it.
“Too much money and too much time wrecks creativity” isn’t just about movies. It’s about that email flow you’ve been revising for three weeks. That landing page with 47 value props scattered throughout. That ad campaign trying to say everything to everyone.
Character over spectacle.
Always.
So, take whatever you’re writing this week and add one significant constraint:
Cut your timeline in half
Reduce word count by 30%
Eliminate all adjectives (wild idea)
Write it in a completely different format first
Then document what happens.
My bet is you’ll discover what Reynolds discovered and what every artist who’s ever worked within limitations has learned.
Your constraints don’t hold you back. They show you what’s possible.
Want to dive deeper into the principles that make copy actually work?
I’ve distilled 20+ years of marketing expertise into a free micro-course called The Minimalist Copywriter’s Playbook. It covers the 5 core principles I use every time I sit down to write – ones you can apply immediately.
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