Coach creators on lighting, camera angle, sound and doing something on camera

Joseph ChoiSo what does it take to get a person from decent creator to like that top 20%? What does that coaching process And maybe like one part of the question I also have is like you said that a lot of creators there's a disconnect between coming up with really good ideas versus execution of those ideas. Like what why is there that difference, and how do you get someone to be good at execution?

Morrie SchonfeldWe just started coaching, so it's kind of TBD like exactly like the percent improvement, but to start with like the idea to bad execution, sometimes people have like a really great idea. Like I'll look at this and go, "This is a really funny video," and it flops. And it can be as simple as like their lighting was bad. They held their camera at a weird angle. Like they weren't doing anything interesting. Like, you know, a lot of people do like the cutting fruit, right? Have some people We have some creators who use slime. Some creators like be knitting or like drawing and writing while they talk.

Morrie SchonfeldAnd so it's sometimes as simple as just like, "Hey, like really great idea, but just like let's change your lighting. Let's change your camera angle. Like maybe you should be doing something. Um let's make sure like your audio quality is good, your framing is good." Sometimes people frame themselves awkwardly. And what we tend to see is like, at least amongst the good creators who are already good, we point out these little nuances like, "Hey, like you did really good. This recent video could be a bit better. So like let's just tweak this small thing." That tweak tends to help.

Joseph ChoiSounds like coaching just has a lot to do with like building a good community, tweaking like small things in execution, like the basics, but then like a lot of the ideas are kind of just community-based, like crowd-sourced from each other. Yeah, is there any central planning of creativity? Like you're looking out for certain cultural things, like for example, with the TikTok ban like a a couple of years ago, were were you thinking about like are …