After a decade of building a successful YouTube career, it’s time for introspection and strategic planning. This year’s theme, “New (Decades) Dawn [Again],” reflects a commitment to reevaluating long-term goals and adapting to the evolving landscape of online content creation. It’s about embracing change, pushing creative boundaries, and building a sustainable foundation for future growth.
Ten Years of YouTube: A Retrospective
Ten years ago, I embarked on a journey into the world of YouTube, a landscape that was vastly different from what it is today. Back then, subscribers held immense power, and organic reach was abundant. The focus was on creating content that resonated with a loyal audience, and the algorithm felt like a supportive friend rather than a demanding overlord.
Over the past decade, the platform has undergone a seismic shift. Subscribers have become less influential, and the algorithm has evolved into a complex, ever-changing beast. The competition has intensified, with creators vying for attention in a global marketplace.
This evolution has led to a period of introspection, a time to acknowledge the changes and adapt accordingly. While I’ve maintained a steady output of content, there’s a sense of needing to re-engage with the platform in a more strategic and intentional way.
Embracing the Reality of YouTube Today
It’s easy to fall into the trap of lamenting the “good old days” of YouTube, but such nostalgia is ultimately unproductive. To thrive in this new era, it’s crucial to acknowledge the realities of the platform today and adapt accordingly.
This means embracing the algorithm, understanding its intricacies, and tailoring content to meet its demands. It involves prioritizing titles and thumbnails that grab attention and entice viewers to click. It also means recognizing the importance of consistent uploads, as the algorithm favors channels that provide a regular stream of fresh content.
While I’ve historically resisted certain aspects of YouTube’s evolution, it’s time to shift that mindset. It’s not about sacrificing creative integrity but about finding a balance between personal expression and strategic optimization.
A New Business Theme: Aiming for a Billion
In this spirit of renewed commitment, I’ve set a new business theme: “A Billion or Bust.” The goal is to reach a billion views on the channel, a tangible milestone that represents significant growth and impact.
Currently, my lifetime views hover around 700 million. Based on current projections, I’m on track to hit a billion in approximately five years. However, the challenge is to accelerate that timeline, to push myself and the channel to new heights.
This ambitious target serves as a powerful motivator, driving me to create content that resonates with a wider audience. It encourages me to explore new formats, experiment with different styles, and optimize my approach to maximize reach and engagement.
Rethinking Travel: A Personal Odyssey
While my professional focus is on optimizing for YouTube’s current landscape, my personal goals involve a different kind of exploration. The pandemic put a temporary halt to my plans for more “Gray Goes Outside” content, adventures that take me beyond the confines of my studio and into the real world.
The “Again” in “New (Decades) Dawn [Again]” reflects a desire to reignite that passion for real-world exploration. It’s about carving out time for travel, both for personal enrichment and for potential video content.
The challenge lies in finding a balance between the demands of my YouTube career and the desire for more personal adventures. It’s about integrating travel into my life in a way that feels both fulfilling and sustainable.
Embracing Multi-Year Goals
Both my professional and personal goals require a shift in perspective, a willingness to think beyond the confines of a single year. This new decade calls for embracing multi-year plans, setting long-term horizons, and making decisions that will have a lasting impact.
This means thinking strategically about my YouTube channel, experimenting with new formats, and investing in the resources necessary for growth. It also involves prioritizing personal goals like travel, allocating the time and resources needed to make those adventures a reality.
The Year of Structure: Building a Foundation
To achieve these ambitious goals, I need a solid foundation, a framework that supports both my personal and professional aspirations. This is where my yearly theme, “The Year of Structure,” comes into play.
The goal is to create a more organized and efficient system for managing my time, responsibilities, and creative endeavors. This involves:
- Optimizing My Calendar: Creating larger blocks of unstructured time, allowing for deeper focus and creative exploration.
- Streamlining My To-Do List: Reducing the number of tasks on my plate and delegating responsibilities where appropriate.
- Hiring an Assistant: Seeking support to manage day-to-day tasks, freeing up my time for higher-level thinking and creative work.
- Prioritizing Cortex Brand: Devoting more time and resources to product design and development, aiming to launch three new products in 2022.
- Maintaining Health and Fitness: Continuing to prioritize physical and mental well-being, making healthy habits an integral part of my daily routine.
- Implementing Structured Time Off: Allocating a specific number of vacation days per year and ensuring I take them, allowing for rest, rejuvenation, and fresh perspectives.
- Exploring Communication Silos: Experimenting with separating personal, Relay FM, and Cortex Brand communication channels to enhance focus and organization.
A Time for Reflection and Growth
This year’s theme is about more than just achieving specific goals. It’s about embracing a new phase of life, both personally and professionally. It’s about reflecting on the past decade, learning from the journey, and building a stronger foundation for the future.
The “New (Decades) Dawn [Again]” represents a commitment to growth, a willingness to adapt, and an unwavering belief in the power of creativity. It’s about embracing the challenges and opportunities of the next decade with a sense of purpose and excitement.
Grey sitting in his studio in front of his computer
Image: Grey’s studio setup, highlighting his workspace and the tools of his trade.
This is a time for rethinking, restructuring, and reimagining. It’s about setting the stage for a new chapter, one filled with creativity, exploration, and meaningful impact.
