Whenever you have an idea, jot it down (along with the date), then forget about it.

The most important part of the process is to forget. Every idea seems amazing at the moment of inception, but once you sleep on it and check the notebook weeks later, you’ll find that your brain has already forgotten the weak ideas, but still thinks about the promising ones.

Every idea we’ve ever had for a video started in one of these notebooks, and many of them gestated for months. A few of them were written down in 2011, three years before the channel even began.

The end result is that you (the audience) are only seeing the stuff that passed through our first filter: are we still thinking about this idea long after we first came up with it?