Growing A 10+ Million Youtube Following At The Age of 22: Joe Sugg | E172

Sugg describes having a vivid imagination that lets him picture best-case scenarios, which fuels confidence, but also an inner “Mr. Self-Doubt” who fixates on worst-case outcomes. The tension between them causes indecision and procrastination but also stops him from becoming overconfident or reckless. Recognizing both voices—and not letting either dominate—can lead to more grounded decisions and healthier ambition.

He admits delaying creative projects because he fears the reality won’t match the perfect version in his head, leaving many “unfinished paintings.” Bartlett challenges the idea of calling this “perfectionism,” reframing it as avoidance driven by discomfort and lack of confidence. Actionable move: start small, accept early drafts as messy, and see the gap between vision and execution as part of the process rather than proof you’re not good enough.

Coming from a period where “everything we went into turned to gold,” Sugg now struggles with wanting instant success in new ventures. As views declined and algorithms changed, opportunities no longer guaranteed massive results, which intensified self-doubt. He warns that creators who experience rapid fame young can end up in a “psychological trap,” constantly comparing everything to their peak instead of recalibrating what success looks like.

Sugg’s apprenticeship in roof thatching gave him a tangible fallback. When YouTube wasn’t yet a clear career path, knowing he could return to a craft he genuinely loved made him feel safe enough to “try YouTube for a year.” For creators and entrepreneurs, cultivating alternative skills or income streams can reduce anxiety and help you take bolder but rational risks.

Through therapy, Sugg discovered he is a strong people-pleaser, terrified of upsetting others or seeming rude, which fuels overthinking and panic in social situations. His therapist gave him tools: ‘decatastrophizing’ (actively challenging worst-case thinking) and using time-framing (breaking stressful events into manageable chunks, and visualizing what happens after) to get through anxious moments like crowded events or intense conversations.