In this livestream I’m unpacking why YouTube matters more to my business now, and what had to change behind the scenes to make it sustainable. My entire business was effectively built off YouTube organically—no ads—starting in May 2021 when I used the channel as a way to practice making videos in one take with no edits. Over time, that inbound traffic turned into booked calls, then courses, then a whole ecosystem of programs. And the big point I want you to take away is this: I’ve never treated YouTube as the goal. I’ve always treated it as a tool that supports the business. I also explain why YouTube works differently to “social platforms.” It’s search-driven, it shows up in Google results, and people find you when they’re actively looking for solutions—so it’s built for inbound marketing. I talk about how my content mix shifted (daily videos early on, then far fewer uploads while I built courses and infrastructure), why recorded videos tend to outperform live streams, and how you can make YouTube sustainable even if you’ve only got a couple of hours a week. This isn’t about vanity metrics—it’s about using YouTube intentionally as part of a real business.