CREATE WITH PURPOSE
You don’t have an algorithm problem. You have a foundation problem.
I’ve spent the past twenty years in online entertainment. I managed creators at Fullscreen. I ran Strategic Partnerships and Community Programs at scale while at Twitch. I’ve sat with people at the top of their category who were three months from quitting and couldn’t say why.
It was almost never the algorithm that was slowing their success.
It was that nobody had ever asked them what their creations were for. So they built something that could only grow by consuming more and more of their energy, until they couldn’t create any more.
This book is the conversation that I’ve had privately, hundreds of times, written down.
What’s inside:
Establishing a proper foundation. Most creator advice focuses on additives sold as foundations. I dive into how to tell which is which before you spend a year on the wrong one.
The metrics that lie. Not every number that goes up is good news. Some of the healthiest channels I’ve worked on looked flat for a year, but skyrocketed with a proper focus.
Building a show you can still make in year five. Sustainability isn’t a wellness topic. It’s a production decision you make on day one - and you still have time to pivot.
The genuine connection problem. Parasocial isn’t necessarily a dirty word, but it is a choice that most people make by accident. You need to focus on building a better community relationship.
What to do when it’s working and you hate it. The chapter I wish someone had handed me before I had the worst moments of my career.
Who is this for?
You’ve been making things for a while and the shine is coming off
You’re growing and you can’t tell if it’s sustainable
You’re starting and you’d rather not learn lessons the hard way
Who isn’t this for?
If you want a list of hacks to add 10,000 subscribers this month, my book will annoy you. There are people who sell that snake oil, and I’m not one of them. I’ve watched what happens to the people who buy it. (Hint: They’re often highly disappointed)
About the Author:
I’m Jon Brence - aka KawaiiGuy. I’ve worked in-house at Fullscreen, Twitch, and Adobe, and with brands including Sanrio, Square Enix, Toyota, and Oakley. I’ve managed/mentored creators including Jacksfilms, Cyr, BlackNerdComedy, PopularMMOs, and Critical Role. I’ve spoken at TwitchCon, VidCon, a16z, and Samsung’s Galaxy Creator Collective - I’ve also lectured at UCLA and Carnegie Mellon on Producing for Online Services.
I also still make videos. That part matters - this isn’t advice from someone who left the space behind.
Endorsements:
"J has always been the smartest person in the room. Their guidance, business acumen, and detailed knowledge of the digital creator space helped build my career."
- Jack Douglass, youtube.com/jacksfilms
"Jon's knowledge of the creator industry is unmatched. Any question I throw to them is always answered with care and thought. They're the first person to truly believe in my talents when I didn't."
- Chris Explorer, youtube.com/tdrexplorer
“Create With Purpose” is Available in Kindle and Paperback.