Clippers

Get as many as you can in. When I went a couple years ago I learned when someone says it’s “down the street” they mean like 2 miles.

Reminds me of the opening to "It Might Get Loud" If you're good, the equipment doesn't matter.

Business creators who only care about the click remind me of those cheesy infomercials from the 90s. They'd advertise an amazing product. Then the box arrived, you felt stupid for believing the ad, and never ordered from them again. That's how viewers feel when they click on a great thumbnail where the content doesn't deliver. The longer this goes on, the faster you'll burn through your Total Addressable Market.

Technology made it possible to watch content just about anywhere, but it didn't give us more attention. On TV, we always want the largest possible audience, so we design shows to keep you engaged whether you’re glued to the screen or distracted. But too many creators make content only for the viewer who’s focused on every word. They put all of their energy into lighting, b-roll, and slick editing. These are important, but they only engage the active viewer. The person making dinner who's already lost their place several times? They might spend effort rewinding, replaying, and concentrating harder. But more than likely they’ve already stopped following, and the next step is turning it off completely. You're not just competing with other creators. Sometimes, you're competing with a touchdown.

DETECTIVE 1: So you’re saying he died from a blow to the back of the head with a blunt force object like a hammer? CORONER: Yes. DETECTIVE 1: I just remembered. Our suspect was missing a hammer from his toolset. FLASHBACK

"Today I will do what others won't, so tomorrow I can accomplish what others can't" - Jerry Rice Shoutout to everyone grinding over the weekend. A few years ago, I produced an interview with the greatest receiver of all time. Everyone sees the finished product. The Super Bowls. The fame. The money. And assume he must have had something special that set him above the rest. He did. Relentless Determination. He knew his drive could outpace everyone else's, and he rode it all the way to the Hall of Fame. So today I'm rooting for the Niners and for everyone doing the work that others won't.

Why does one video spike while the next one flops? On the surface, they might look identical. Both were targeted at the same audience: college-educated men under 40 with high disposable incomes. Demographics tell you who COULD watch. But they don't explain why someone would. Try planning your next video with that. Should you do a case study or an explainer? Share some quick tactics? Or post a long-form interview? Demographics won't give you the answer. Instead, find out: Why did they click? What were they looking to get from your show? Usually it's tactics, insights, or just good old entertainment. Not their age, income, or education. Are you giving them what they want?

Check out this example from a recent Mark Rober video. He really wants his audience to know that the car thieves are young and not very bright. But he knows they're probably multitasking, so he reminds them. It might seem like overkill, but once your audience gets lost, they're more likely to leave than go searching for what they missed.

Check out this clip of Shark Tank's @robertherjavec "It's your responsibility to be heard" Herjavec said that to a founder on Shark Tank. He admits he was grumpy, probably hungry, and not really paying attention. Creators, that's your audience. They're half watching while doing something else. Driving home after a long day, working out, or preparing dinner. This founder's product got them in the door, just like packaging did for your video. But whether they listen to what you have to say is a separate challenge. The best creators assume nobody's fully listening and design their shows to anticipate the problem. They clicked on your show for a reason. Now it's your responsibility to keep them watching.

This is what makes Steven Bartlett elite. He takes a guy who’s known for his hilarious skits and asks him about his tough childhood. 99% of interviewers would just keep asking about the skits. How long they take to create, public blowback, etc. But tying his trauma to his comedy? ELITE.