Podcast Summary: Creator Science Episode #234 Guest: Garrett Kennell
Release Date: December 31, 2024

Introduction

In Episode #234 of Creator Science, host Jay Clouse delves deep into the strategies that propelled Michelle Khare to amass 4.8 million subscribers on her YouTube channel. Featuring an insightful conversation with Garrett Kennell, Michelle Khare’s Chief Creative Officer and husband, this episode breaks down the meticulous processes, mindset, and operational logistics that underpin Michelle's remarkable growth as a content creator.

Early Beginnings and Channel Growth

Garrett Kennell provides an overview of Michelle Khare’s journey from her initial steps into content creation to the thriving YouTube channel it is today.

• First Video Impact:
  Garrett recounts the release of Michelle's inaugural video, “Why I Left BuzzFeed”, which catapulted her from zero to approximately 400,000 subscribers almost overnight.

  "Since that first video, their channel has grown nearly 5 million subscribers and done over 740 million views while being one of the most intense and complicated productions YouTube has ever seen." (01:38)

• Evolution of Content:
  Initially, Michelle focused on blending scripted and unscripted content through the MK Ultra series, which laid the foundation for what would become the highly successful Challenge Accepted series. Garrett emphasizes the importance of expanding beyond a single genre to reach a wider audience.

  "Challenge Accepted felt like we could reach a wider audience and quite honestly make a bigger impact." (04:38)

Strategic Brainstorming and the Six Hats of Thinking

A significant portion of the discussion centers around the intellectual framework Michelle and Garrett employ to foster creativity while ensuring practicality.

• Six Hats of Thinking:
  Michelle introduces Bono’s Six Thinking Hats methodology as a tool to enhance their brainstorming sessions. This approach allows them to systematically explore ideas from multiple perspectives—optimism, creativity, skepticism, facts, emotions, and process management.

  "The goal is to allow yourself time to wear each hat and let yourself flow in that hat before moving to the next one." (16:22)

  • Black Hat (Criticism):
    Michelle acknowledges her tendency to overuse the black hat, which can stifle idea growth.

    "One of my biggest flaws as a creative is when I brainstorm, I am always wearing the black Hat." (18:03)

  • Yellow Hat (Optimism):
    This hat focuses on the positive aspects and potential of ideas, which Michelle excels at.

    "Michelle's very, very good at the yellow hat." (20:20)

  • Green Hat (Creativity):
    Encourages innovative and unexpected ideas, allowing Michelle and Garrett to push the boundaries of their content.

    "The green hat is creativity and surprise..." (20:20)

Operational Logistics and Production Processes

Garrett sheds light on the intricate operations that sustain the high production quality of Michelle’s content.

• Parallel Production Workflow:
  The team manages multiple projects simultaneously, balancing training, production, and post-production to maintain a steady output of high-quality videos.

  "Generally. Michelle will be training for two to three episodes at once. We'll be in production for one or two and then we're in post for two to three." (29:34)

• Team Structure:
  A skeleton crew of about five to six dedicated individuals handle various roles, ensuring efficiency and consistency across all episodes.

  "It's a lot of the same core people... we have five to six people probably were pulling those episodes off." (10:38)

• Post-Production Timeframe:
  Episodes undergo a rigorous post-production process, often spanning eight weeks, to ensure the final product meets the team's high standards.

  "Post production now for an episode of Challenge Accepted is eight weeks minimum." (10:38)

• Scheduled Meetings:
  Weekly meetings, including Monday morning kickoffs and extensive development sessions, keep the team aligned and projects on track.

  "Monday morning kickoff where all of the employees in the company... talk about what's going to happen for the week." (45:29)

Thinking Big: Vision and Aspirations

Michelle’s philosophy of "thinking big" is a cornerstone of her channel’s success.

• No Idea Too Big:
  From the outset, Michelle and Garrett maintained a mindset that no creative idea was too ambitious, allowing for innovative and diverse content that stands out in a crowded platform.

  "Nothing is too big for us generally." (24:23)

• Genre-Bending Episodes:
  The Challenge Accepted series is renowned for its ability to traverse various genres, from martial arts to courtroom dramas, keeping the content fresh and engaging.

  "What's fun with Challenge Accepted is we can take every episode... we get to genre bend everything that we do." (35:01)

• Integration with Brands:
  The team strategically partners with brands to support their ambitious projects without compromising creative integrity. This includes pitching specific packages for their "white whale" episodes, which are their most ambitious projects.

  "We have a list of our white whale episodes... we will go to brands and say, here's the thumbnail we've mocked up." (49:31)

Overcoming Challenges and Persistence

Michelle and Garrett discuss the hurdles they've faced and how persistence has been key to their continued growth.

• Accessing High-Caliber Guests and Partners:
  Michelle's exceptional ability to build trust and credibility allows the team to collaborate with prestigious organizations like NASA and the Secret Service.

  "Michelle's access is one of Michelle's superpowers... she knows if she can open one door, that one door will open another door." (14:32)

• Handling Rejections:
  The team exemplifies resilience by persisting through multiple rejections, ensuring that no opportunity is prematurely dismissed.

  "Michelle sets a calendar reminder and says, in three months, reach out again. And she is persistent with that." (22:48)

• Balancing Ambition with Practicality:
  While striving for grand ideas, the team implements the Six Thinking Hats methodology to critically assess the feasibility and impact of each project.

  "We have a pretty strict vetting process and interview process... to make sure that we're working with people who can stand on their own." (39:40)

Sustaining Growth and Maintaining Quality

Michelle and Garrett emphasize the importance of maintaining a balance between growth and the quality of content.

• Slow and Steady Growth:
  Unlike channels that experience sudden spikes in subscribers, Challenge Accepted has benefited from a slow, steady growth approach, allowing for sustainable expansion and the ability to scale operations effectively.

  "We have never had like one episode we release and suddenly we have half a million subscribers or a million subscribers." (54:36)

• Quality Over Quantity:
  The team prioritizes producing fewer, high-quality episodes over a higher quantity of subpar content, ensuring each video has a meaningful impact.

  "It's not about the performance... it's about how do we feel making the thing?" (38:19)

• Work-Life Balance:
  Despite the hectic schedule, Michelle and Garrett strive to maintain a healthy work-life balance, allowing them to sustain their creative energy and passion.

  "One of the things we're pretty proud of this last couple of years is our work life balance." (35:01)

Key Takeaways and Lessons for Aspiring Creators

Garrett and Michelle share invaluable insights for creators aiming to grow their channels effectively.

• Start Creating Immediately:
  Michelle advises aspiring creators to begin producing content without overthinking, as tangible progress often follows consistent effort.

  "Just, at any scale, tell the story you want to tell. And people will be attracted to the integrity or the style or the tone or the way that you speak about something." (54:36)

• Build Trust and Credibility:
  Consistently delivering quality content builds trust with both the audience and potential collaborators or sponsors, opening doors to larger opportunities.

  "They were sold on the way Michelle was handling the story and telling the story. That was enough for them to say, oh, we trust Michelle and her team to tell our story." (54:36)

• Embrace Creativity While Maintaining Structure:
  Utilizing frameworks like the Six Thinking Hats can help balance creative freedom with necessary critical evaluation, ensuring ideas are both innovative and feasible.

  "The goal is to wear all of these hats evenly throughout the process to get a full picture of what it is that you're going after." (16:22)

• Persistence is Key:
  Overcoming setbacks and continuously pursuing goals, even in the face of repeated rejections, is crucial for long-term success.

  "Michelle will never stop trying, which is sort of the theme of the Taekwondo episode." (22:48)

• Prioritize Enjoyment and Passion:
  Maintaining a genuine love for the creation process ensures sustainability and keeps the content vibrant and engaging.

  "Nothing drives me more than the thing that I love and have so much fun creating is actually affecting people in a positive way." (37:24)

Conclusion

Episode #234 of Creator Science offers a comprehensive look into the strategic, operational, and creative practices that have enabled Michelle Khare to become a powerhouse on YouTube. Through Garrett Kennell’s detailed explanations and Michelle’s relentless pursuit of excellence, listeners gain valuable insights into the science behind successful content creation. Whether you're an aspiring creator or looking to refine your existing channel, the lessons shared in this episode are both actionable and inspiring.

Notable Quotes

• Garrett Kennell on Early Growth:

  "Since that first video, their channel has grown nearly 5 million subscribers and done over 740 million views while being one of the most intense and complicated productions YouTube has ever seen." (01:38)

• Michelle Carre on the Six Thinking Hats:

  "The goal is to allow yourself time to wear each hat and let yourself flow in that hat before moving to the next one." (16:22)

• Michelle Carre on Work-Life Balance:

  "One of the things we're pretty proud of this last couple of years is our work life balance." (35:01)

• Michelle Carre on Persistence:

  "Michelle will never stop trying, which is sort of the theme of the Taekwondo episode." (22:48)

• Michelle Carre on Storytelling:

  "Just, at any scale, tell the story you want to tell. And people will be attracted to the integrity or the style or the tone or the way that you speak about something." (54:36)

Timestamps Reference

• 01:38 - Garrett Kennell on channel growth since the first video.
• 04:38 - Transition from MK Ultra to Challenge Accepted.
• 10:38 - Description of the production crew and workflow.
• 16:22 - Introduction to the Six Thinking Hats.
• 18:03 - Michelle's tendency to overuse the black hat.
• 20:20 - Importance of the yellow hat in brainstorming.
• 24:23 - Embracing big ideas and no limitations.
• 29:34 - Overview of parallel production processes.
• 35:01 - Maintaining work-life balance amid busy schedules.
• 38:19 - Strategy for sustaining growth and quality.
• 39:40 - Strict vetting process for collaborators.
• 45:29 - Weekly meeting structures.
• 49:31 - Integrating brands into ambitious projects.
• 54:36 - Lessons for new creators on YouTube.

This summary encapsulates the essence of Episode #234 of Creator Science, providing a comprehensive overview of the discussions on content creation, strategic growth, and the operational intricacies that drive Michelle Khare’s success on YouTube.