Matthew McKinnon

I quit my $90k/year job to build from 0. Hating my 9-5 and craving freedom… I discovered a hole in the market and built my business from nothing. Here is how I help creators get 10x returns on their content and earning potential: 🧵

You don’t need better videos. You need videos people actually finish. Most entrepreneurs obsess over thumbnails, lighting, and cameras. Meanwhile, their viewers drop off before the 15-second mark. Retention > Resolution. Because no one buys from a video they didn’t finish watching.

AI will make creating videos easier. But it won’t make you interesting. You can’t automate charisma. You can’t outsource conviction. Tools will keep evolving but the human who can speak with clarity and purpose will always win attention.

@Waller7J Exactly, too many people chase skills before clarity. Once you know your direction, every hour of learning compounds instead of scattering your focus.

Pick something you want to do, not based on what you know. Go on an information diet until you know what vertical you want to be in. Then, you can start learning skills and start networking within that space. Otherwise, you'll be all over the place.

Most entrepreneurs think they’re “bad at content.” They’re not. They’re just bad at storytelling. Editing, hooks, and pacing are easy to fix But if your story doesn’t connect, the viewer leaves before you even get to the offer. Stop posting videos that inform. Start posting videos that move people.

@gamestop I don't think this will ever come down!

We’ll take it down when something better comes out.

You don’t need a bigger audience. You need better content. 100 engaged followers will do more for your business than 10,000 who scroll past your videos. Views mean nothing if nobody remembers you.

The best sales pitch in 2025 isn’t happening on the phone. It’s happening on YouTube. One video can do more convincing than 100 cold calls. The difference? Editing that keeps someone watching long enough to believe you.

AI can write, design, and edit faster than humans. So why aren’t most entrepreneurs winning with it? Because AI doesn’t give you strategy. AI doesn’t know how to tell your story. AI doesn’t know your audience’s emotions. Tools make you faster. But without direction, speed just gets you lost quicker.

Most entrepreneurs think posting more = growing more. Wrong. Posting 20 unedited videos that no one watches won’t grow your brand. One video with retention that actually lands will. Less volume. More impact.

The #1 mistake I see from business owners on YouTube: They talk at the camera like it’s a lecture. Not to the viewer like it’s a conversation. People don’t connect with “presenters.” They connect with people. Editing should amplify that connection.

Most entrepreneurs waste hours trying to edit their own videos. Why? Because they think “saving money” matters more than scaling faster. Your time should go to strategy and sales. Not dragging clips around a timeline.

Entrepreneurs say they want more leads. But what they really want is more trust. Views without trust = nothing. Trust without views = no one sees it. The winning combo? Authority + attention. And that’s exactly what video done right delivers.

The world doesn’t care how hard you work. It cares how many people know you exist. Attention > Effort. That’s why one entrepreneur with 500k views closes more deals than another grinding 80 hours a week.

@Waller7J Brutal but true self-pity keeps you stuck. The moment you stop waiting for rescue and take ownership, your circumstances start to lose their power over you.

You need to understand that you are likely not that special. We are all born into shitty circumstances. Some shittier than others. That is not in your control, but what you can control is how you let it affect you. You can cry all you want about your issues, but if you do not realize that NOBODY is coming to save you… You are fucked.

@AlexHormozi So true, environment silently shapes your habits, mindset, and health. Sometimes the biggest growth hack isn’t doing more, it’s moving somewhere new.

You cannot heal in the same environment that got you sick. If you can't change your environment, change your environment.

@KevinSzabo14 Removing vices clears space, but surrendering to faith gives direction. Discipline without purpose fades, but discipline with Jesus transforms.

Bro to Bro: • Stop Porn • Stop Partying • Stop Smoking • Stop Drugs • Stop Alcohol • Believe in Jesus • Surrender to Jesus • Seek Jesus

The world doesn’t reward hard work. It rewards attention. The CEO pulling 80-hour weeks isn’t guaranteed to win. But the entrepreneur with 1 viral clip can change their entire business overnight. Stop hiding. Start publishing.

People are freaking out about media bias, censorship, threats to free speech. But creators? You hold something more powerful than a network license or news station. You have direct access to people. Don’t wait for “permission.” Change starts when you push out the content that others are too scared to publish.

@Waller7J Well said, money buys speed and options. The real value isn’t in stacking it, but in using it to collapse time and create momentum.

The more money I make, the more I view it as a tool. Sometimes I spend it carelessly, but I also respect its value. If something is pricier but faster, I’ll invest the extra $2-3k to get it done quickly. The longer you hesitate, the more it costs you. With extra income, you can afford to take risks and miss occasionally. But without taking that first shot, you'll never know what you could achieve.

@AlexHormozi Most people don’t lose because they lack talent, they lose because they stop too soon. Endurance is the ultimate unfair advantage.

You can beat most people at anything by just showing up after they quit. Which is occasionally week 3. Sometimes day 3. Commonly hour 3. Mostly attempt 3. Pick yourself up and do it again.