Lenny Rachitsky: preference

Transcript context

…One of the things that I've seen that I don't know if people realize is consistency and predictability of content creation which is where this idea that we were talking about earlier of a hamster wheel kind of comes on. But there is something to churning out consistent quality work and putting it out there for your audience to consume and respond and react to that goes a long way. It's almost like the 10,000 hours. You have to do 10,000 hours of something in order to truly master it. But I've seen that time and again. I started at YouTube in, let's see, how old am I? It must have been 2010. And that was when I really think this whole thing was just first getting going. And we used to put together these playbooks of what made a creator successful because a lot of the effort there was trying to support this burgeoning economy. And I remember even back then in 2010 and to this day, that continues to be one of the top pieces of advice. Another one is collaboration. So working with other great creators, sharing audience, exposing one another to those audiences, and then this was something we tried to employ at my startup, Kit. We would actually host events for creators to get together to facilitate meeting and cross pollination in the hopes that it would just benefit their careers. If they were doing YouTube videos with someone they met at the party, then it would be great for all parties all around. So those are two things. And then I do think in a world with all of this content, there continues to be a need and a space for the curator. And curators as creator's kind of an interesting concept. But a curator is almost like what the role at book publishing company plays or a record label plays or a radio station plays, right? There is a degree of having a brand, having something you stand for, having a vibe or an ethos and that person being almost, not a gatekeeper in a bad way, but like, "I, Camille, can't consume anywhere near all this content. You, I trust your vibe. Tell me what I should be listening to." And so that would be the third thing I would say is figure out who are those curators who you really can associate your content with who are on the same page as you, have an audience who you think would like your stuff and just try and get associated with them. Yeah. The last piece is so... I totally see that all the time. If there's someone I super respect and they recommend something, I'm obviously going to value that recommendation highly. That's like we're influencing emerged from organically, right? People just, "Here's something you should check out," and then, "Oh, let's pay you to share things so that people try our product." That was the exact concept behind my startup, Kit. It was all about curating, finding people who are great recommenders for gear, having them curate that gear, and then you could follow the curators you love who wants to go look on Amazon and see reviews from people you've never heard of. Oftentimes, if it's your brother-in-law who's a great cyclist and they say, "Buy this," you just buy it. You don't even care what the reviews say because you trust that person.…

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