a lot of people want to start a creator business, but never do. why is that? simple — it's fear. we're all afraid of being seen starting small, or making subpar videos. but every great creator you've ever looked up to — from Casey Neistat to Emma Chamberlain — started with no idea how to make anything good (and zero subscribers). the only way to power through inertia or ever get world class at this craft is just by doing the work.

developing a brand is about everything from picking the typography you'll use in your videos and building a website, all the way to determining WHY you're doing this in the first place. the key to a successful channel brand is clarity, consistency, and trust. someone should be able to explain captivate their friends with a one sentence explanation about what you're doing. PS - don't get so caught up in the minutia here. it's more important that you get the big stuff right (i.e. what you're creating) than it is perfecting the hues in your YouTube banner.

so often, we get so sucked into optimizing all of these content creation systems and time management techniques that we forget about the main thing. if you want to make art and get paid for it, then your sole focus should be on making great art. i know, i know. it seems counterintuitive. everyone's talking about branding and algorithms these days. but that's all a distraction at first. the best way to get people to read, listen to, and watch your stuff is to just make great stuff.

okay, so you've started now. you've built a brand, you're making great videos, and getting feedback from a small audience. so, how do you get more people to watch? there are mechanics, tips, and tricks in this section. but let me remind you — you can't move a stationary ship. it isn't important to think about how to get more views if you haven't even posted a video (and still have none). post first, think about views later.

the X factor for big, strong, tight-knit creator brands is all about community. we define that as a group of people that believe what you believe and seek ways to connect outside of your comments section. this could mean that they get together IRL without you, show up to your events, or buy your merch. the big thing here is that they share in your mission and participate in it.

we all have a tendency of wanting to avoid the basic business stuff — like how much money is in the account or how to best file for taxes. but as a creator, you're running a business, and neglecting the boring, operational stuff with bite you in the butt down the line if you don't set it up right. get your foundation in place so that you have more energy to be creative.

one of the biggest milestones in a creator's life is realizing you're making a full-time living. It's a super big deal. And getting there is hard work. luckily, there are a number of pathways to that sacred place — from focusing on increasing CPMs to selling access to building exclusive, paid communities to curating experiences for your fans. while a lot of influencers are out here just slanging brand deals, this section is about point your focus on the more sustainable (and lucrative) path — which is to diversify revenue streams and focus on building long-term equity instead of just generating short-term payouts.

being a creator is hard for a million reasons, but mostly because you're acting like a producer, camera operator, writer, editor, network, studio, marketing department, and finance team all at once. when you start to get a little bit of cash in the bank, the best place you can spend it is on hiring great people. first hire is usually and editor or a manager, but it's your call.

once you're playing the game, it's good to pay attention to the superstars, thought leaders, and ever-changing rules and trends. these are the people pulling strings and ideas shaping the future of the creator economy.