In the age of AI, listicles should be dead.

Why watch a video about “10 Productivity Hacks” or “7 Business Ideas” when you can just ask ChatGPT?

And yet, Ali Abdaal built a media empire around productivity using this exact format.

He was a big influence on us when we were starting out on YouTube.

Because, like us, he was a doctor who left medicine to build on the internet.

But what really stood out wasn’t just his career pivot—it was his use of the listicle.

Done poorly, listicles feel generic and forgettable.

But done right, they amplify the strengths of your brand.

Today, we’re breaking down why this format worked so well for Ali—and whether you should use it for your own channel.

Ali’s biggest advantage is authority. He’s a doctor who gained millions of subscribers while still in medical school. That alone gives him instant credibility in the world of productivity.

When he drops a video like “10 Habits That Changed My Life,” it’s not just another list.

It’s coming from someone who understands science, psychology, and discipline on a level most creators don’t.

Sure, you could ask ChatGPT for tips.

But when those same ideas come from Ali, people listen—because of his authority.

They’re not just watching for hacks.

They’re watching his take on those hacks.

Next is the idea of attachment.

Ali’s listicles don’t just inform—they connect.

He’ll present a concept—like Parkinson’s Law or a study on dopamine—and immediately support it with a personal story and lived experience. Not as a “guru,” but as a “guide” who’s learning and reflecting alongside you.

This combo, of evidence and experience, creates deep emotional attachment.

And because he’s transparent with both his feelings and his numbers, he builds trust.

You believe him. You root for him.

And more importantly, you start to see yourself in him.

Third is the idea of access.

Through his podcast Deep Dive, he interviews world-class thinkers in productivity and entrepreneurship. And he sprinkles clips from those conversations directly into his listicles.

So he’s not just citing a study—he’s quoting the author of the source.

That subtle shift makes his content feel curated, credible, and exclusive.

It’s no longer just one guy’s opinion (which is what most listicles are on Youtube).

The Bigger Picture

Ali Abdaal’s use of listicles brings out all his unfair advantages: his exclusive access to information, creating attachment with the audience, and showing his authority as a trusted voice. This makes the listicle format a great fit for his brand.

But Advantage is just one aspect of format analysis. In future editions, we’ll explore other formats and types of brands that are best fit for them.

Until then, ask yourself: What format makes your strengths feel effortless?

Why I walked away from my YouTube channel with 1.3 million subscribers

Three years ago, I left medicine to become a full-time YouTuber.

That channel hit 1.3 million subscribers.

But in 2025, I walked away from it too.

Why?

Because I realized I had built a business I didn’t want to be in—solving a problem I was no longer facing, for an audience I couldn’t relate to anymore.

In this new video, I break down the real reason we shut down the Koi channel, and what it taught me about creative alignment, business models, and burnout.

I talk about:

• The biggest mistakes I made scaling too fast
• What I’d do differently if I were starting over
• The most valuable skill for the future of entrepreneurship

If you’re a creator or entrepreneur who’s feeling stuck, misaligned, or quietly burning out… check out my latest video here.

until next time,

Mike and Matty

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