The Mindset Shift

A few weeks ago, I had to get honest with myself.

I was getting tired. Burned out from the constant effort of trying to figure out the YouTube algorithm, of chasing watch time and views.

While I felt connected to my audience, the channel just wasn't breaking through in a way that could provide a sustainable income.

And because of that, I had lost touch with the fun of it.

The whole enterprise was starting to feel like a heavy weight.

I had to go back to the drawing board. I asked myself: what would it take for me to want to carry on doing this?

The answer required a fundamental rethink of my relationship with the channel.

I realised it could no longer just be me. It had to become something else. It had to become a business card—a showcase for what I can offer, not just an extension of my personality.

With that shift, the strategy became clearer. I decided to focus less on AdSense revenue and minuscule affiliate link commissions, which are incredibly unpredictable, and more on attracting sponsored deals.

The goal wasn't just to get sponsors, but to position myself as a creative partner for brands I genuinely like and admire.

That shift in positioning—from "YouTuber" to "creative partner"—has made all the difference.

I don't know if it's a coincidence, but since I made that change, the work has become more fun. And the interest from brands has been incredible.

Of course, this comes after six years of hard work, of learning my craft, and of building a community of interested viewers. I now have a clear picture of that audience—a 25-to-54-year-old demographic, mostly male, spread across the English-speaking world, with fascinating pockets of growth in places like the Philippines, Malaysia, and Singapore. (Interestingly, my audience in Japan is double the size of my audience here in New Zealand).

This is just the beginning of this new journey.

But I wanted to put this out there as a field note for anyone else struggling with a creative or professional pivot.

Sometimes the change you need to make isn't the one you first think of.

It’s a process of continual adaptation.

That's what I'm trying to do now.