After 10 years of thinking about it, I started a new YouTube channel this month.

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It’s called The Dispensable CEO.

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I didn’t use a team.

I didn’t hire an agency.

I used what was already in my hand: my iPhone and the YouTube app.

The app (or any social app like TikTok, Instagram, Facebook) is the most underrated growth tool on your phone right now.

With it, you can film, edit, caption, and publish videos in a matter of minutes.

You don’t need software. You don’t need gear. You don’t need permission. You need a message worth sharing and the discipline to keep showing up.

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I’ve put this off for ten years. Why? Because I’ve had a love/hate relationship with social media. I’ve seen what it can do to clarity. I’ve seen what it rewards. I’ve seen the toll it takes on people who forget what they’re doing it for.

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But when I think about the Great Commission, I can’t ignore what these tools make possible.

“...and you will be my witnesses in Jerusalem and in all Judea and Samaria, and to the end of the earth.”
— Acts 1:8, ESV
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This is one of the first moments in history where it’s actually possible to speak to “the ends of the earth” from your pocket. AI and social platforms give us reach we’ve never had before. If you’re a builder, a teacher, or a leader, this is the time to speak clearly and use the tools you’ve been given.

So I stopped hesitating. I opened the app. I filmed a short message. I posted it. I did it again the next day. No script. Just sharing my thoughts on leading a company with stewardship as the priority – where it doesn’t rely on you being there.

In the first 10 days, here’s what happened:

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·7,106 views

·22 hours of watch time

·24 new subscribers

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That’s not viral by any means. It’s momentum. And it’s real. It didn’t cost anything but a decision to show up. 7 THOUSAND people saw the videos. Over 22 hours of watching.

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Here's what a room of 1,000 people looks like:

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I’m not making these videos to perform. I’m doing it to serve. Each one is a direct message to the kind of founder or operator I’d sit down with for coffee. No paid boost.

If you’re leading a business, a nonprofit, or a personal brand - you don’t need to overthink your entry point. You don’t need a marketing team. You don’t need a12-part strategy.

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You need a phone, a message, and the willingness to press record. The willingness to be cringy. To be vulnerable.

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That’s how everything worth building starts.

There’s a reason this tool is underused. It’s not because it doesn’t work. For many, it’s because they don’t want to start small. They want the result, not the rhythm.

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But brand, trust, reach - these things come from repetition.

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Jimmy Donaldson aka “MrBeast”, started his YouTube channel in 2012. That year, he had 22 subscribers. In 2024, he crossed 340 million.

Here’s the growth curve:

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He now reaches over 1 billion people a month across translated channels and platforms. That was built on consistency. On applying a feedback loop obsessively.

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He said:

“To be the best at anything in the world, it takes much longer than you imagine. But if you obsess over it and work on it for 10+ years, you can get there.”

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That’s true in media. It’s true in business. It’s true in ministry. And it’s true in the Kingdom.

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If God’s given you a message, steward it. Don’t wait for better tools or someone else to do it for you.

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Use the one you’re holding. And if you're still trying to figure out where to begin, just open the app, speak directly, and post.

Start with what you have.
Say something true.
Hit publish.
Then show up again tomorrow.