The Second Draft

The Second Draft

What the YouTube Generation Expects—and How Higher Ed Can Meet It

How creators broke education (and AI just made it impossible to ignore)

Patrick Dempsey's avatar
Patrick Dempsey
Aug 23, 2025
∙ Paid
3
Share

The Second Draft: Issue #020

Why I Wrote This

Last weekend, I tuned in to Alex Hormozi’s live book launch event.

Two years in the making, he shattered world records by selling 3 million copies of a book—in a single day.

Dude made $100 million from a book . . . in one day!

But the real story wasn’t the sales. It was the method.

Hormozi showed how creators rewrote the rules of learning long before AI came along—how value builds trust, and earned credibility is the only thing that sells in education anymore.

I wrote this because higher ed is still pretending those rules don’t apply.

AI made the cracks visible.
Creators are the ones who broke it.


What You’ll Get

  1. Why creators are a bigger threat to education than AI—and what that means for you.

  2. How a generation trained by YouTube sees learning—and why they’ll never buy the old model again.

  3. The playbook creators use to win attention—and how it makes higher ed look ancient.

  4. Three moves you can steal from creators today—without blowing up your institution.

  5. The one question every leader must answer—if you want students to choose you tomorrow.


Not Your Granddaddy’s Education

You grew up with syllabi.
They grew up with creators.

You planned semesters.
They ship daily.

You cite authority.
They get results.


What creators taught a generation

A generation raised on YouTube and TikTok learned to read the world through execution.

  • Action beats information. Ideas matter once they move.

  • Practice beats theory. Progress comes from trying, watching, adjusting.

  • Influence beats titles. Trust grows when value lands, consistently.

  • Individuals can scale. One person, one idea, one channel, real outcomes.

  • World‑building is normal. People create universes around their interests and invite others in.

  • Attention is earned. Hooks, pacing, relevance, and clarity decide everything.

  • Value shows up first. Free. Useful. Immediate. Then comes the offer.

Creators operate like small studios. They combine marketing, production, and entertainment. They test ten versions, keep one, and improve it tomorrow. They treat comments as data, watch‑time as feedback, and retention as a signal to re‑edit, not to complain.

That means the baseline expectation for learning products changed. The bar moved from "complete the reading" to "earn my attention, show me the move, help me try it now."


Comparing Approaches: Creator v Educator

Every successful creator operates on this formula:
Relentless value delivery + Immediate iteration + Radical specificity = Trust

Meanwhile, higher ed operates on:
Historical reputation + Standardized delivery + Delayed outcomes = Compliance

A 19-year-old YouTuber will:
→ A/B test thumbnails to the pixel
→ Analyze retention graphs to the second
→ Pivot content strategy based on one video's performance
→ Deliver 100 hours of free value before asking for $27

A university will:
→ Use the same syllabus for 5 years
→ Measure success by completion rates
→ Form a committee to discuss curriculum changes
→ Charge $50k before delivering any value

Which one looks like it's fighting for survival?


No One Has Ever Learned More

The YouTube generation doesn't hate learning. They consume more educational content than any generation in history. And it's not even close.

They hate:

  • Sitting through information dumps with no clear application

  • Paying premium prices for commodity knowledge

  • Being told to trust the process when creators show the process

  • Standard pathways when they see individuals creating universes from unique interests

They've been trained by an ecosystem where:

  • A single person with an iPhone can outperform institutions

  • Value must be proven immediately and repeatedly

  • Attention is earned second by second

  • Everything is testable, measurable, iteratable

And we're still defending tenure committees and standardized testing.


Three Moves for Leaders Who Get It

1. Audit Your Value Proposition Like a Creator

Ask: "If students could get this for free on YouTube, why would they pay us?"

  • If your answer is "the credential," you're already losing

  • If your answer is "the structure," you're halfway there

  • If your answer is "the transformation," now we're talking

2. Start Measuring Engagement, Not Enrollment

  • Where do students actually spend attention in your ecosystem?

  • What makes them lean in vs lean out?

  • Which professors have waitlists vs dropouts? Track this like your survival depends on it. Because it does.

3. Create Your "Creator Inside the Institution" Experiment

Find one person who understands both worlds. Give them:

  • Freedom to iterate without committee approval

  • Direct access to student feedback

  • Permission to break standard delivery models

  • Metrics based on engagement + outcomes, not compliance

Let them build a bridge between what got you here and what gets you there.

Share


The Strategic Question

What would happen if you ran your institution like you had to earn student attention every single day—not just on admissions day?

Because that's the world your students live in. They've been trained by YouTube to expect:

  • Immediate value

  • Constant iteration

  • Radical personalization

  • Authentic connection

  • Practical application

They're not wrong to expect this.
We're wrong to ignore it.

The leaders who do this well won’t be the ones who add more proctoring software or fight the "TikTok attention span."

They'll be the ones who understand:
The YouTube generation isn't distracted.
They're discerning.
Demanding.

They've been trained by the most competitive attention economy in history. And they're telling us, every day, what they value.

The question is: Are we listening to the signal? Or defending the system?


The rest of this article is for paid subscribers.

It breaks down:

  • Four foundational truths for building creator-style learning

  • Five shifts in value proposition that separate survivors from casualties

  • Six practices of a creator-lean campus you can implement immediately

  • Seven days to change: a complete one-week experiment

Keep reading with a 7-day free trial

Subscribe to The Second Draft to keep reading this post and get 7 days of free access to the full post archives.

Already a paid subscriber? Sign in
© 2025 Patrick Dempsey
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture