Hey Creator,

I don't know what I'm doing most of the time in this business.

I am a coach first. What started out as an idea to get skills to manage engineers turned into finding a career I love through a science-based and proven curiculm.

So content creation was an afterthought. If you want to create a business nowadays, you need to get clients. And to get clients, you need to create stuff to show them you "are like smart" and "super trustworthy and stuff". 

That means there is the work I love and live for (coaching).

And then the work I do to support that work (content creation).

I also am a former software engineer. So I thought Youtube, Facebook, and all the tech you need to become a content creator was easy and figuroutable. 

And it is figuroutable. But I never thought to take these platforms seriously.

Therefore, I never really learned to be a better creator because I wanted to focus on the main thing.

I'd rather not share about myself, and as long as I did the bare minimum on the content side things would work out. My content was boring and looked low-quality.

But OMG! The systems behind the impersonal bare-bones content are beautiful. Mostly because they are out of sight and fulfill the problem-solving side of my brain. Maybe you relate?

So why do I create?

It's because I want to help people. It's because I love creative entrepreneurs who love a topic so much they feel compelled to share it with the world through writing, speaking, and showing.

What compels me to stick with being a terrible content creator is the hope that someday I'll become an OK creator. 

It's why I decided to write this week's newsletter with the admission of my greatest fear. I am a terrible content creator.

But it's also a content creator that cares. I want to help other content creators deal with imposter syndrome, self-doubt (much like the reason behind today's newsletter), and the things that get in the way of your creative business.

I've realized on my 10-year journey as a coach that it takes a Herculean amount of belief in yourself to make it as a content creator.

And that connecting with an audience and others is more than lists of facts, habits, and mindsets to improve your life.

It's about sharing your humanity and journey as you go.

I know going forward with this newsletter isn't going to be easy. There are only so many times you can write about how terrible of a content creator you are before it gets boring, or you start to notice the things you really don't want to talk about or admit.

But I want to use this newsletter to show up as a little more human. And to prove to you I am a human, not the result of an AI-prompt.

So maybe the "terribleness" is okay for now. As long as it's helpful to you in some way. I am a coach, and I know I will get better the longer I do this.

And I am starting to notice where I need to improve, change, or step up. 

I've started to think about being a creator as a professional more, and have hired people to help me become a better creator.

I hope it's the same for you. I intend to share a bit more about my journey as a content creator in the newsletter as we go. Join me on our journey to get to the next level of content creation, and let's grow together. 

Go out and crush it,

Shawn

Creator's That Crush Podcast Update

Ever feel like you’re going through the motions? Like you’re waking up already behind, trying to keep up with the content calendar, the algorithm, your audience, and still falling short?

That’s burnout. And it’s more common than we talk about. 

Burnout shows up as exhaustion, dread, and the pressure to perform without joy. It convinces you you’re not doing enough—even when you’re giving it your all.

If left unchecked, burnout quietly becomes your default. You feel trapped, disconnected from the creative spark that got you started. The worst part? You might not even realize it’s happening.

But what if burnout isn’t inevitable? What if it’s a pattern you can break? Imagine waking up excited to create, energized to grow, and connected to the work you love most.

This week’s podcast about creator burnout is a must-listen. We unpack how creators slip into burnout and the four steps to reverse it. From reclaiming your schedule to training like an athlete, this episode offers a real path back to joy and performance.

 Listen now on Apple or wherever you listen to podcasts.

I May Be A Terribe Content Creator, But I Am A Great Performance Coach

A bold statement, and I assure you it not a complete brag. (Yah it totally is...)

The truth is after years of helping dozens of introverts and professionals, I am taking my certified high perofrmance coach curiculum and focusing it on helping content creators breakthrough.

Partially for myself. Mostly for you.

I know if you are reading this, you are probably a content creator and probibly somone who might also feel like they are terrible at content creation.

The good news is I know my high performance work can help content creators. Mostly because it's easier to have someone else show you where you need help or challenge you, than it is yourself.

That's why I am currently offering a free 30 minute creator strategy session.

There is nothing for me to sell on this call. I just want to help fellow creators solve what's getting in the way of their positive impact.

So if you are a full-time content creator, a creator-by-nessessity like me, or looking to level up your creative hobby, check out the 30 minute creator call here : 

https://calendly.com/shawnbuttner/creators-that-crush-strategy-call-free-1-1-clone