5 CEO leadership moves behind the success of YouTube

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These leadership takeaways are part of a new primetime series, CNBC Leaders Playbook, with all new episodes Wednesdays at 10 p.m. ET/PT. Hosted by CNBC's Julia Boorstin, the series goes inside the minds of the world's top business leaders to reveal how lasting success is built.

How CEO Neal Mohan leads YouTube by putting creators first
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How CEO Neal Mohan leads YouTube by putting creators first

1) Don't pretend to know all the answers

CEO Neal Mohan says YouTube's job is to build the best possible stage for creators. That means investing in the technology, platform and tools that allow creators to shine.

Mohan sees his job as making sure the YouTube stage is strong, reliable and constantly improving. That's why he spends time meeting with creators and listening closely to their feedback.

The people who understand the platform best are the ones building on it every day, he says.

Our job is to really build the stage.
Neal Mohan
YouTube CEO

2) Anchor in the long term

Mohan acknowledges that the platform is always evolving with new tech, new competitors, and changing viewer habits.

But rather than reacting to every shift, he says he focuses on staying agile while keeping YouTube aligned with a clear long-term vision.

Our core strategy has to be something that stands the test of time.
Neal Mohan
YouTube CEO
How YouTube CEO Neal Mohan approaches leadership in the age of AI
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How YouTube CEO Neal Mohan approaches leadership in the age of AI

3) Product first, dollars follow

Mohan says YouTube Shorts wasn't about ads at first — the goal was to make it fun and useful for viewers and creators.

Once people loved using it, brands and revenue naturally followed.

His rule: nail the product first and the money will come later.

It's about establishing that connection between fans and creators first, because that's what's going to attract the brands.
Neal Mohan
YouTube CEO

4) Place a few big bets (and say no to the rest)

Mohan says leaders shouldn't chase every idea at once.

At YouTube, he says the key has been to identify just a few big opportunities — usually two to four — and put real resources behind them.

That way, teams stay focused and can execute well, instead of being pulled in too many directions.

Everything else? He says you have to say "no."

You can't spread yourself too thin. You really do have to place bets on, you know, kind of two or three or four really key things.
Neal Mohan
YouTube CEO

5) Principles beat politics

Mohan says YouTube's power comes from being open — anyone, anywhere can share their ideas.

But total openness can also create risks, so YouTube enforces "rules of the road" through its community guidelines.

The goal isn't to silence voices, but to make sure the platform stays safe and sustainable for creators, viewers, and advertisers. 

We stand for freedom of expression and freedom of speech.
Neal Mohan
YouTube CEO

Watch Neal Mohan's interview on CNBC Leaders Playbook — a new prime-time series hosted by Julia Boorstin, featuring candid conversations with the world's top business leaders on how lasting success is built.

Episode premiere (YouTube): Jan. 28 at 10:30 p.m. ET on CNBC.

All new episodes Wednesdays.