Don't Teach on YouTube - Do THIS Instead to make your first $100K

0:00Everyone is telling you to teach.

0:02Teach what you know, give away your best stuff, be generous, be

0:06useful, and the money will flow.

0:08Come on

0:10If you're over 40 and you've been putting out free value for months

0:14now, wondering why nobody's actually buying anything, you already know

0:19it doesn't quite work like that.

0:21You see, there's a step that comes way before teaching, but nobody is naming it.

0:25So in this video, I'm gonna show you what that step is and how to do it using the

0:30experience that you're already sitting on

0:33Now, I bet you've got a folder somewhere on your laptop, some drafts, half-finished

0:37things that you recorded and never posted.

0:40And every few weeks you sit down like this and you think,

0:43"Right, that's it. I'm gonna film something," and you teach something.

0:46The really good stuff, the thing you'd charge for if anybody asked You get

0:51some views and somebody says, "Lovely.

0:54That was exactly what I was looking for.

0:56It's really helpful.

0:56Thanks." And then six months later, after you've built an audience of people

1:01who are very, very grateful, you have never been given a penny from them.

1:06Sound familiar?

1:07Now, I was a police officer for 10 years, eight of those as a

1:10detective, and when I started building my own thing, I did exactly

1:13what everyone is telling you to do.

1:15I taught weekly, you know, properly, really deep.

1:18I mean, I had a Facebook group in COVID called Tea with Ste with

1:211,400 people who needed help, and it rarely made me a penny.

1:26Now, I'll show you the numbers on that later because they're a bit

1:29crazy and you'll want to see them.

1:31The teaching, you see, it wasn't the problem.

1:34It was arriving into a head that just wasn't ready for it

1:39'Cause here's what I think is really going on.

1:40There are about six beliefs that are sat in your head right now that are

1:44stopping you before you even start, and I wanna be really careful how I say this.

1:49Uh, y- you didn't choose any of them.

1:51You didn't sit down at 19 and go, "Just, right, this is how

1:54I'm gonna think about business."

1:56They were installed by your parents, who got them from their parents.

2:01by a post-war society that said, "Get a job, keep your head down, and don't stand

2:07out." Just think about that for a moment.

2:09See, the programming was written for a world where you worked for

2:13someone for 40 years, and they gave you a pension and a clock.

2:17Most of you watching this didn't even exist back then Yet you've been running

2:21that programming all your life and it was never written for your life.

2:25It was written for someone else's.

2:27So we're gonna go through them, all six, and I'm gonna take them apart

2:32for you one at a time Okay, this is the first one, and it's the loudest.

2:36You're 49, 55, 62, heck, even in your 70s, and this is a feeling that the clock

2:42is running and you're already behind it.

2:47That the window is closing or shut and everyone building something

2:50online is 26 with a ring light.

2:53Now, that belief didn't come from your experience.

2:57It came from your parents' experience.

3:00they retired at 60 because their bodies had gone.

3:03factory floor, shift work, standing up for 40 years.

3:06Retirement was actually a rescue.

3:09It was, what do they call it?

3:10The reward for surviving.

3:13But you're not on a factory floor.

3:15You're on the internet.

3:16Different rules apply.

3:18So let me tell you, let me tell you about Rose.

3:20Now, Rose, she's a travel consultant.

3:22She's in her early 60s.

3:24decades of knowing exactly how to plan somebody's trip properly.

3:29The stuff you can't get from a website, and I want you to hear that, okay?

3:32Before she made a single video, before she pressed record even once,

3:37she brought on six clients at two and a half thousand dollars each.

3:41That's 15 grand in her first month.

3:44No YouTube audience, no viral video, no channel.

3:46See, her age wasn't the problem she thought it was.

3:50Her age was actually her product.

3:52Now, I'm approaching 50 myself with no plans to retire.

3:56That's not me being brave about it.

3:58I'm doing the best work of my life right now, and I'm earning

4:01more money than I ever had.

4:03This is what I call the second season, and it's not the bit at the end.

4:08Now look, if that belief is yours, if it's the age thing that's been

4:12stopping you, that's exactly what my YouTube Business Action Plan sorts out.

4:17And it shows you that your past is your product, and it's easy.

4:19There's no call, there's no jumping on Zoom, nothing to turn up for.

4:22You go out for a walk, and you answer about a dozen questions into your phone.

4:26It takes about 20 minutes, then you send it to me, and I build the plan myself.

4:31That's it in a nutshell.

4:33There's a bit more to it at my end, but that's for me to worry about, not for you.

4:36There's a link below.

4:37Have a look, and we'll get into belief number two

4:40Right, the second one.

4:41Every guru on the internet will tell you to niche down.

4:44Pick one thing and stay in your lane.

4:45Become the person who ever only talks about one thing.

4:49But if you're over 40, do you understand what that advice

4:52is actually asking you to do?

4:54It's asking you to throw away 30 years of everything else that you know and

4:59just keep about 4% of your existence.

5:02So let me show you what really happened under there.

5:05YouTube used to work as a library.

5:07You know, make a video and the thing would read your title and your tags

5:11and your description, and then put you on a shelf, just like that one.

5:15Cooking, fitness, business, whatever it was, and then it showed you

5:18to people browsing that shelf.

5:21And if you wandered off your shelf, if the cooking bloke, say, made a video

5:25about divorce, it completely lost you.

5:27It didn't know where to put you.

5:30That's not what it does now.

5:32Now YouTube watches the people, It looks at who watches you, how they behave, what

5:39else they're into, how long they stay, and then it goes and finds more people who

5:43behave like them, and it shows them you.

5:47So this shelf is gone, which means the thing that used to get you punished

5:51Being interested in four things, having a career, a hobby, a strong opinion, you

5:56know, all of that, that's now the thing that builds the cluster And that's why

6:02half of the people winning right now look completely unfocused from the outside.

6:07You see, you were never too broad, my friends.

6:10You were being sorted by a machine that could only read titles.

6:14It can now read people.

6:17So don't niche the topic, niche the person

6:20Okay, so belief number three, build the audience, then earn.

6:24I mean, what a crock of … 10,000 subscribers and then you're

6:31allowed to sell the thing.

6:32Meh.

6:33What?

6:34Here's the numbers I promised you.

6:36A few months ago, I was making videos that averaged about 400 views.

6:39Okay?

6:40400, not 400,000.

6:42Okay?

6:43I wanna be really clear because it sounds like a typo.

6:47400 people.

6:49In that same window, I launched a new cohort of the Heart Brand

6:52Blueprint, how to turn your knowledge, wisdom, skills into an online

6:56business using the power of YouTube,

6:57And that launch did $24,000, 400 views, 24 grand.

7:03And the reason that it works is not clever marketing.

7:07It's that those 400 people had already changed their mind about

7:11something because of me, which means by the time I offered them anything,

7:15the decision was already made.

7:18They weren't being sold to.

7:19They were saying yes to something that they'd already decided.

7:24So you don't need more viewers.

7:27You need viewers who think differently because of you.

7:30That's a completely different job, and nobody tells you that's the job

7:38Now number four, and this one has changed more in the last two years than in the

7:44previous 10 The belief is high production, you know, good lighting, scripted tight.

7:51if it doesn't look like TV, then nobody takes you seriously.

7:54Now, think about what's actually happened out there.

7:58Right now in 2026, most people genuinely cannot tell whether you're watching

8:02something that's made by a human or AI.

8:05Not reliably, not anymore.

8:08So what does an audience do with that?

8:10They start hunting for a signal.

8:14The thing that proves there's a person here.

8:17The signal isn't your lighting, it's the word that you maybe stumbled over,

8:21or the stray cat walking into your shot

8:26It's the laugh that, you know, got away from you.

8:28It's the moment you completely lose your thread and go, "Sorry,

8:32where was I?" And I think I need to do that with Molly walking in.

8:35Those used to be the bits that you'd edit out, but now they're the most

8:38valuable seconds in your video.

8:41You see, perfection reads as a machine.

8:42Your mistakes read as a human, and the human is the rarest thing right now

8:50Cheers, Molly.

8:51Perfect timing

8:52Right, number five, and this is a big one.

8:55It's the one that this whole entire video is about.

8:59It's the belief that you just have to keep giving.

9:02You know, more value, more free teaching, more generosity.

9:06Eventually, the goodwill will turn into sales.

9:09Nope.

9:10Nope, that's not what happens.

9:11Now, whilst there is a slither of truth in it, it doesn't help you stand out It's the

9:16advice that everyone gives, and it's the advice that I followed when I started out.

9:20So a few years ago, I stopped.

9:21I stopped teaching directly in most of my videos, and I'm sure you noticed it.

9:25I probably do about one proper teaching video a month, and this

9:29is exactly where people get stuck.

9:32They agree with me, and then they sit down and film and haven't

9:36got a clue what to make instead.

9:38So that's why I built the YouTube Business Action Plan.

9:4112 videos, titles, angles, and the order in which to film them in.

9:45And they're not just a content plan, they're a market test because how people

9:50react to those 12 is what tells you how to package your online business.

9:56Then me on video walking you through every decision so that

9:59there's nothing left to guess at.

10:01I build every one of them myself, so there's only ever a few spaces.

10:04There's a link below.

10:05But anyway, I stopped teaching, and what happened was the

10:09opposite of what I expected.

10:12The videos grew.

10:14Who'd have thought it?

10:15The audience got more loyal, not less And I made more money than I did when I

10:20was actually teaching every single week.

10:22And it took me a while to work out why.

10:25But it's this Every time you teach something, something you're completely

10:29from start to finish, nothing held back, you are confirming the belief that they

10:35can get it all for free, which means you're feeding the exact objection

10:40that stops them from buying from you.

10:42You're not building trust.

10:44You're building a library they never have to leave.

10:48And here's the bit that actually bothers me about it.

10:51It doesn't even work for them because everybody gets stuck.

10:55You know, when they're doing something new, we get stuck.

10:58that's not failing.

10:59It's just what learning is But they don't get stuck at 11:00 in the morning

11:02with a free afternoon to go to and maybe find another one of your videos.

11:06They get stuck at 9 o'clock at night, don't they?

11:08Kids have just gone to bed.

11:09The laptop is open.

11:11One specific question in their head, and you can't make a video to

11:15answer it because you're not there.

11:18So they shut the laptop, and they stay stuck.

11:22You see, they were never short of information, my friends.

11:26What they haven't got is somebody sat next to them on the journey, somebody

11:32riding the bus with them, and that is the one thing that you cannot give away

11:37for free, no matter how generous you are.

11:40Now, there's a scene in Ted Lasso.

11:43If you watch Ted Lasso, let me know in the comments.

11:45Ted's at the dartboard, and there's a bloke opposite him.

11:48I think his name's Rupert.

11:49And he spent the whole scene just humiliating Ted in front

11:52of everybody at the bar.

11:54And they're playing darts, and Ted beats him, and just before that last

11:58dart is thrown, he talks about being curious rather than judging people.

12:03That's the whole lesson.

12:05It's not a module, not a tutorial.

12:06One belief landed through a story, and that's what shifting looks like.

12:11You can't do it while you're teaching

12:14So now the last one, okay?

12:15Social media, algorithms, all of it, built for 25-year-olds.

12:19We missed it.

12:20We were busy.

12:21We didn't miss it, my friends.

12:24We built it.

12:25The Spectrum, the Commodore 64, those early Apple machines.

12:29We were in the room when computing arrived in ordinary houses We type programs

12:35out of magazines We waited 20 minutes for a game to load up on a cassette.

12:39Did you do that?

12:40Let me know.

12:41We had careers and mortgages and children, and we looked away for, say, 20 years.

12:46That's all that happened.

12:48The tech didn't leave us behind.

12:50We were doing something else.

12:52We were bringing up families.

12:54See, the irony of a 22-year-old explaining to you that you're too old for technology

12:59while building on an infrastructure that was sat in your living room when you

13:03were five years old, I mean, come on

13:06They have got things that we haven't, you know, time, a bit more energy,

13:10the willingness to work 18-hour days and call it a lifestyle.

13:14Yeah, fair enough.

13:15What we've got is everything that only arrives having lived it, you know,

13:19stories, pattern recognition the judgment that only comes from getting it properly

13:24wrong and building something anyway.

13:26They have energy, but you have the evidence

13:30Now, I know what's next.

13:32You're gonna say, "Oh, he's gonna do the lions are leaders and the sheep are

13:35followers things." Well, I would if this camera would pick me up properly Come on.

13:39Yes, I am, because it's a cliche for exactly one reason.

13:44It's a cliche because it's true.

13:46You see, most people will watch this, nod along, and agree with all of it, and just

13:50go straight back to teaching everything that they know for free and waiting

13:54for permission that just isn't coming.

13:57Still running the programming that they were handed at birth.

14:00A few of you are gonna decide that stops today.

14:03And if that's you, don't go and start another folder of drafts.

14:0720 minutes talking honestly into your phone.

14:11Five working days and you've got one thing in your history worth building on.

14:16The model that actually fits your hours and your first 12

14:19videos in order to film them.

14:21There's a link below as I've shared.

14:24Now, three, three of these six beliefs were really the same

14:29belief wearing different clothes.

14:31Niching down, needing a big audience, needing to look polished.

14:35This is not.

14:36You see, they all come from the same place.

14:38Somebody told you to go and build a personal brand.

14:43And if you're over 40, that's the single worst thing you can do.

14:47Not because branding doesn't work, because it does.

14:49It just doesn't work for you, and the reason is why I gave a TED Talk

14:53on this exact subject, and that's the video that's on screen now.

14:57It'll show you exactly what to build instead, the thing that never runs out and

15:01never, ever cracks, no matter how tired you are on the day you want to hit record