Why do ‘How-to’ Biz YouTubers think everyone can do what they do and succeed?

I’ve been on a tear these last few months, building up my Etsy store of expressive shirts for makers (you can read more about it here, and are welcome to visit it here). Part of the journey has been learning about Etsy, Print on Demand, and design trends. So I spend a lot of time learning from folks on YouTube.

One thing that occasionally pops up: some YouTuber shares their secret for success. And, ok, a lot of what they share is good business sense around understanding market, the mechanics of running a store, how to engage with customers.

But they also then show their process for coming up with designs or constructing their brand, and you see THAT is their ‘pulo do gato’, as my mother says, THAT is their ace up their sleeves.

Maybe everyone can do it, but
These YouTubers try to make things seem simple (“If I can do it, so can you, just follow this recipe.”). But then you see them do their ‘pulo do gato’ and realize THAT’S their differentiator that allows them to succeed. And you need to know if you DON’T have that, then running that sort of biz will be really hard.

For example, my friend sent me a video of some young guy who is making a good amount of money on a business. But watching the video I saw how he worked his frakkin’ ass off with multiple businesses, hustling hard, and he clearly had an eye for business opportunities. You might have a Jamie Oliver recipe, but that doesn’t mean you can cook like Jamie Oliver.

For Print on Demand, so much rests on design skills. And the YouTubers sorta gloss over that, thinking anyone can have design sensibilities.

I think for me, the ace up my sleeve is I do have some design sensibility (or at least, no one has said my designs are all krap). I have some creativity, artistic eye, and skill. I understand the branding consistency that suffuses all I do. And I’m comfortable with all the tools needed to ideate and create designs and build the products and store.

And not only that, the hardest part, as I say in running, is just getting out the door – actually executing. Ideas are a dime a dozen, execution is the differentiator. And I am doing this, and committed to the long haul.

This morning, thinking ‘so what?’ about my shirts, I felt anyone could do what I do. But then I reminded myself of my reasons why I am the one doing this and not everyone else.

What do you think? YouTube is awash with the recipes of success. What’s keeping folks back from all succeeding, too?

And give a guy some love, go check out my shirts and let me know what you think. Haha.