Your premise = your 🪝

Hey, Paige here! Back with another creator spotlight chosen by you 🫵 

This duo’s been around for over a decade, sharing daily laughs with their flagship show Good Mythical Morning. But this is only the beginning.

The duo’s doing a lot of things right. We’ll cover: 

🌭 Building a mechanism for sustainability
🌭 Developing a premise with a forcing function for uniqueness
🌭 Audience > platform

Let’s dive in 💦

Rhett and Link have built an extensive, internet-first entertainment studio that’s fueled the friends’ success. But what exactly keeps fans coming back across all these channels?

Premise as a sustainability tool 

Good Mythical Morning is scripted… loosely. With segments starting with the Wheel of Mythicality and ending with community-submitted material, Rhett and Link follow a specific premise in each morning release… with a little spice 🌶️

Each episode kicks off with a spin of the Wheel of Mythicality. This adds a little unknown to each episode — even Rhett and Link have no idea which direction the content will go. 

With options ranging from comedy skits to dance challenges and sharing audience-submitted messages, the wheel ensures the show is always fresh. 

Yesterday’s episode was an entirely different experience than today’s. 

This creates a forcing function for long-term show sustainability in a way that lets Rhett and Link lean into their quirky personalities every single episode.

So how does this translate to marketing? Don’t worry… you don’t need to pick up improv classes just yet. 

It all goes back to developing a solid, functional premise and making sure you’re including at least one mechanism for sustainability before diving into content creation.

When you nail down a solid premise, include a little edge — something that ensures your audience will always find fresh, relevant content when they visit your page. 

You can use audience-submitted questions, riff off of today’s top news, highlight posts from creators that everyone is talking about. Segments and predictability can fuel consistency in a way that makes your audience comfortable…

But without a mechanism that allows your content to add that touch of excitement and relevance, your consistency will only end with a snooze fest. 

Audience first, platform second

If you want to be successful in any creative work, you need to understand the playbook… then break a rule or two. Boldly. 

Rhett and Link admit to their mistakes in a recent video, but they’re shifting. And it’s gonna pay off. 

Since 2012, the duo has been YouTube-first. But they got distracted along the way. 

They wrote scripts and skits for TV stations and publications — but their work was denied completely. In the few cases it was accepted, it was re-written for the audience of the publication, draining out the duo's quirkiness… 

And the Mythical Society was not happy about it. 

The lesson they learned: Create for your audience. Not the platform. 

Rhett and Link shifted to creating TV series — housed on YouTube. You can break the rules too. 

Don’t squeeze out the value you have just to fit within the box of a specific platform. Want to be video first, but your audience is on LinkedIn? Don’t lose value in your message just to satisfy TikTok’s algorithm. Stay on the platform your audience loves.

Create where your audience is, give them the content they resonate with. Even if the platform isn’t the traditional place for that content. 

That’s it, ya’ll. Happy creating!

Paige Peterson
Newsletter Aficionado, Sweet Fish