
Hosted by Shawn Buttner | Creator Systems & Creative Performance · EN

Episode 5 Most creators are told the way to fix engagement and growth is more volume. So they make more. More posts. More videos. When “more” doesn’t move the needle, then what? In this solo episode, I lay out the contradiction that ran my creative life for a decade: 700 videos, ten years, under 20 subscribers, all while doing everything the playbook said to do. The problem was never volume. It was presence. And every safe choice I made, no opinions, no stories, a smaller face on the thumbnail, was a quiet decision to not be seen. I walk through what "doing everything right" produced, and the moment it cracked: cringing at my own videos. I share the year inside Evan Carmichael's group, where the push was to open every video with a big opinion. Looking back at 700 videos, I found almost zero opinions and almost no personal stories. I was terrible at sharing them, and it still moved the channel from 20 to 100 subscribers. That's when the real realization landed. It was never about more opinions. I was hiding. Protecting myself from what I call the flaming arrows of the internet, building content so safe there was no person left in it to criticize. I thought I was building an audience. I was building an invisibility shield. If you've been consistent for years and the growth still hasn't shown up, this is why. If your last five pieces could have been made by anyone covering the same topic, this is why. Creator identity isn't a finishing touch on good content. It's the input the whole system runs on. Input/Output is the show for coaches, consultants, and expertise-based creators building a creator system grounded in who they are. Hosted by Certified High Performance Coach Shawn Buttner, each episode explores creator identity, creator voice, content systems, and the habits behind sustainable creative growth. Chapters: [0:00] 700 videos, ten years, under 20 subscribers[0:36] The reframe: a hiding problem, not a content problem[1:15] The playbook that keeps you invisible[3:17] When watching your own videos makes you cringe[4:37] Evan Carmichael and the push for a big opinion[5:55] Terrible at it, and it still worked (20 to 100)[6:51] The real realization: I was hiding[7:40] The flaming arrows of the internet[8:45 ]Why opinions and stories move a channel[9:31] The diagnostic, and the question to sit with

Finding your creator voice isn't a craft problem. It's an attention problem. If your content feels hollow or sounds like everyone else's, more reps won't fix it. But one story a day might. In this solo episode, I share what happened during a coaching session with my own coach Jeremy that cracked open something I'd been circling for ten years. I was listing out everything frustrating me about my show, my brand, my offer. Somewhere in that list, I realized the real problem wasn't any of those things. It was that I'd been creating content that felt like me on the outside and wasn't me at all on the inside. I walk through ten years of output: over 700 YouTube videos, as many newsletters, 150+ podcast episodes, 400+ landing pages. And what it felt like when all of it fell flat. Not because of execution, but because I was hiding behind borrowed ideas and other people's frameworks. If your content feels like a performance, or you've been consistent for years without the connection you expected, this episode is for you. One story. That's the practice. Input/Output is the show for coaches, consultants, and expertise-based creators building a creator system grounded in who they are. Hosted by Certified High Performance Coach Shawn Buttner, each episode explores creator identity, finding your creator voice, content systems, and the habits behind sustainable creative growth. Chapters: The coaching session that cracked it open Why creator voice isn't a craft problem Ten years of content that felt off Hiding behind borrowed ideas Patrick's challenge: list every story you tell The one-story-a-day practice Why storytelling forces a point of view How to know when your voice is working One question to ask yourself today Join the newsletter to get a different take on todays' episode, right to your inbox every week: www.shawnbuttner.com/joinus

After creating 700+ YouTube videos, 430 landing pages, 175 podcast episodes, and 10 years of newsletters, I realized the problem wasn't showing up or producing. It was clarity about myself in relation to the work. In this episode, I'm soft launching a new format for the show exploring the creator as the ultimate input into all technology, systems, and processes. I share my personal clarity journey and introduce a 5 step framework to help you get clear on who you are as a creator so you can lead your tools, team, and creative process. You'll learn why borrowed language keeps you disconnected from your work, how treating content as idea exploration changes everything, and the five elements that become your input for AI, team communication, and better results. Topics discussed: Intros: The 700 videos problem (00:00)The Input: My background and hiding behind borrowed language (01:00)The Signal: Five Areas of Creator Clarity (06:00)The Output: How clarity changed my creative process (08:00)Wrapping Up: Quick self assessment on the 5 elements (10:00)New Workshop announcement (12:00)Finishing Up: Final thought (13:00) The 5 Step Clarity Framework: Ideas: Your ownable IP Beliefs: What you stand for Taste: Your quality standards Stories: How you communicate Expression: Your tone and style Want to go deeper? Join the You First Framework webinar series at www.shawnbuttner.com/ai to get AI prompts that help you define these elements and create your communication document. Have thoughts on this new format? Email support@shawnbuttner.com

700 videos. 430 landing pages. 170+ podcast episodes. And a decade of newsletters. So why wasn't anything sticking? In this mini update episode, Shawn gets real about what's been happening behind the scenes, and the common thread he found running through all of it. If you've ever felt like you're putting in the work but not getting the traction, this one's for you. Topics discussed: Where Shawn's been (00:00) The numbers that forced the question (00:00) The common thread — and what it revealed (00:45) What the last five months looked like (01:15) What's coming next to the podcast (01:45) How to co-create the new show (02:00) Listen to Creators That Crush on Apple: https://apple.co/3duh0xG Follow us on YouTube: https://www.youtube.com/channel/UCPYGHMT5cuFigp3efE8FwNw/ Connect with Shawn Buttner on LinkedIn: https://www.linkedin.com/in/shawnbuttner/

The best thing YouTube does for creators has nothing to do with views — it's the 1% improvements you make every single time you hit record. In this episode, freelance videographer Joseph Burda shares what that growth looked like as a stay-at-home dad and how a no-niche sandbox approach helped him avoid burnout as a new creator. You'll learn how to escape the sunk cost trap that keeps so many creators stuck, find your creator cohort, and actually enjoy the journey. Topics discussed: Introduction (00:00) What 1% looks like for creators (01:42) The impetus to finally get on YouTube (05:45) How YouTube grows you as a person and creator (07:11) Joseph’s creative process (15:18) The sandbox approach to avoid burnout and just get started (17:28) Finding your YouTube cohort (19:06) Why so many creators lose their agency (23:37) How to live a regret-free life as a creator (27:09) Why you should lean into your interests (32:45) Closing (38:12) Joseph Burda is a creative director, editor, and dad. The Bham Burdas is where he documents real-life experiments with money, mindset, family, and living a regret free life... Among other things. Connect with Joseph: https://www.youtube.com/@CreatorControlGroup https://www.youtube.com/@B-hamburdas Listen to Creators That Crush on Apple: https://apple.co/3duh0xG Listen to Creators That Crush on Spotify: https://open.spotify.com/show/5zm76yT667pFBQfvPYhDl8?si=7f0267d0366742f7 Follow us on YouTube: https://www.youtube.com/channel/UCPYGHMT5cuFigp3efE8FwNw/ Connect with Shawn Buttner on LinkedIn: https://www.linkedin.com/in/shawnbuttner/ This episode was produced by Podcast Boutique https://www.podcastboutique.com

Your creator identity is the foundation of every creator system. If your content sounds like everyone else's, more tactics won't fix it. This conversation explores the creative DNA behind sustainable creator growth. Jeremy Enns joins me for a deep conversation about what actually makes a creator unique. We break down the three forces that shape creator identity: your experiences and beliefs, how you relate to other people, and the knowledge you contribute beyond common best practices. Together, these create the perspective that separates memorable creators from interchangeable ones. Jeremy shares how seemingly unrelated childhood interests—from Lego to video games—became clues to the way he thinks, teaches, and builds today. We explore why creative growth often comes from following curiosity rather than forcing a predefined path, and how repeated practice helps creators discover their own voice. We also discuss why many creators get stuck trying to find the "right" answer instead of developing their own point of view. Jeremy explains how writing, reflection, and paying attention to recurring interests helped him move beyond imposter syndrome and build a creative system grounded in his own observations. If you've ever wondered whether your unique perspective actually matters, this episode makes the case that creator identity is the input behind creative performance, sustainable content creation, and long-term creator growth. Creators That Crush is the show for creators, coaches, and entrepreneurs building a creator system that supports meaningful work and sustainable growth. Hosted by Certified High Performance Coach Shawn Buttner, each episode explores creator identity, creative performance, content systems, and the habits that help creators build businesses around their expertise.Chapters:1. The three parts of creative DNA2. What childhood interests reveal about creator identity3. How game design influences creative work4. Why following creative curiosity matters5. The compounding effect of writing and publishing6. Escaping the search for the "right" answer7. Developing strong opinions about your craft8. How creator identity shapes long-term growthAbout our guest:Jeremy Enns | Founder, Podcast Marketing AcademyHelps expert-based businesses grow through stronger positioning, audience development, and creative voice.

If you’ve ever wondered why some creators stay consistent, grow their work, and keep loving the process while others quietly burn out, this episode will show you the difference. In this solo reflection, Shawn Buttner shares his initial case for enthusiasm as the true currency of creativity, why sustained excitement for your craft predicts long-term success better than hustle, algorithms, or luck. Drawing from his own journey from business school to Walmart, Apple, and finally coaching, Shawn shows how enthusiasm guided every major pivot and how losing it nearly ended his creative drive. You’ll also hear what Shawn learned from studying dozens of “I Quit” creator videos and how fading enthusiasm, not failure, was usually the real reason people walked away. He then unpacks five lasting benefits of protecting and amplifying your enthusiasm: clearer career decisions, creative freedom, contagious energy, sustainable motivation, and deep personal satisfaction. If your spark has dimmed or you’ve been pushing through out of obligation, this episode will help you reconnect with why you started. What are your thoughts on enthusiasm? The two questions from the episode are: When is a time when your enthusiasm helped lead you to success? When is a time when you were, your enthusiasm dropped and it caused you to quit something? Feel free to email support@shawnbuttner.com with your answers or thoughts. To see a creator enthusiasm journey, check out Kev Michael's interview here: https://youtu.be/u3mvOCXj5xU

Tired of overthinking? Doubting your work and letting fear hold you back? Mindset can only get you so far. What you really need is the resilience to show up and build real confidence. Resilience coach Carlos Garcia is an expert in resilience training and performing under pressure — especially when you're stuck in a cycle of anxiety and self-doubt. In this episode, he shares actionable tools and real-world practices you can start using today to rewire your nervous system, get out of your comfort zone, and feel confident in your content. You'll learn how to face the fears keeping you stuck and manage the discomfort of being a creator! Topics discussed: The vulnerability of being a creator Overcoming fear of judgment and imposter syndrome How to create a “personal constitution” The role of physical activity in resilience training Embarrassment drills and the exposure ladder tool How to rewrite the stories you tell yourself 3 common fears that hold creators back How to rewire your nervous system Carlos is co-founder of True Progress Lab, where he helps people get calm under pressure, get bold, and go after big opportunities. He’s also an attorney by trade, an Army reserve JAG, and an Army certified resilience trainer where he trains soldiers and leaders on tools to stay calm and resilient under stress. Links: Learn more about the Fortress Program that helps people get calm, get bold, and get after it: https://www.trueprogresslab.com/innerfortress Connect with Carlos on Instagram: @trueprogresslab Listen to Creators That Crush on Apple: https://apple.co/3duh0xG Listen to Creators That Crush on Spotify: https://open.spotify.com/show/5zm76yT667pFBQfvPYhDl8?si=7f0267d0366742f7 Follow us on YouTube: https://www.youtube.com/channel/UCPYGHMT5cuFigp3efE8FwNw/ Connect with Shaw Buttner on LinkedIn: https://www.linkedin.com/in/shawnbuttner/ This episode was produced by Podcast Boutique https://www.podcastboutique.com

Feel like you're creating but your content isn’t landing? The solution could be as simple as treating your content like a product. Not sure what that means? In this episode, Diana Ordoñez explains how to define the “job” of your content, clarify your audience, and create content that connects. You’ll learn a simple exercise to discover your core values and how to use empathy as a strategic tool for growth. If you want to turn your content from a hobby into a business, this episode is for you! Topics discussed: The product manager mindset for creators Why creators need to niche down The “jobs to be done” concept How to create content that connects (and sells) How to define your values and build a business around them What it takes to sustain a creative business Diana Ordonez is an Executive & High Performance Coach (CHPC, BCC) with a Master’s in Industrial-Organizational Psychology. She draws on her decade of experience as a corporate product management director, along with her journey of personal resilience and growth, to help leaders lead with clarity, purpose, and confidence. Connect with Diana Ordonez: https://www.lifeonpurpose.coach/thrive https://www.youtube.com/channel/UCzBVp_swZl5Mqx_nVCi6fFQ https://instagram.com/lifeonpurpose.coach/ Listen to Creators That Crush on Apple: https://apple.co/3duh0xG Listen to Creators That Crush on Spotify: https://open.spotify.com/show/5zm76yT667pFBQfvPYhDl8?si=7f0267d0366742f7 Follow us on YouTube: https://www.youtube.com/channel/UCPYGHMT5cuFigp3efE8FwNw/ Connect with Shaw Buttner on LinkedIn: https://www.linkedin.com/in/shawnbuttner/ This episode was produced by Podcast Boutique https://www.podcastboutique.com

If your publishing feels heavy, your positioning probably is. In this episode, Shawn shows professional creators how to define their audience using AAM—Audience, Aspiration, Method—and a 10-second one-liner you can actually say out loud. When AAM is crisp, creation gets easier, outreach lands, and platform changes don’t shake you. You’ll hear clear AAM examples (Creator Science, Calm is the New KPI, GrowthDay) and Shawn’s own pivot from fuzzy messaging to a weekly outreach process and product clarity (premise/promise/delivery). Then we run a timed AAM Drill: 5 minutes on audience identities/psychographics, 5 minutes on concrete aspirations, 5 minutes on the transformation (your method). Cap it with the Flow / Memorability / 10-Second checks so you can use your AAM this week. Topics discussed: What is AAM and examples from other creators The 10-second test, and how you can accomplish it Where creators get tripped up Links: Link to Susan Boles's Episode: https://www.shawnbuttner.com/podcasts/creators-that-crush/episodes/2149041136 Listen on Apple: https://apple.co/3duh0xG Spotify: https://open.spotify.com/show/5zm76yT667pFBQfvPYhDl8?si=7f0267d0366742f7 Free 30-min Strategy Session: www.shawnbuttner.com/30