The Netherlands-based YouTube strategist Leroy Ter Braak isn’t a creator in the standard sense. You won’t find him starring in challenge videos or each day vlogs. But behind the scenes, he’s quietly helped turn content into firms.
Ter Braak is the creator of the IDEAL Framework, a five-step system that helps YouTubers transcend viral moments to construct sustainable, revenue-driven channels. Since launching his consultancy full-time in 2022, he’s worked with everyone from early-stage creators to big names and lots of early-stage YouTubers who grew faster since he got involved.
His framework centers around five core pillars: Spending most of your time on Ideas, backing them with data, executing higher in some capability versus what’s already on the market, analyzing where your video falls flat, and putting out videos optimized for longevity.
“Most creators concentrate on views and views alone,” Ter Braak says. “But views don’t mean all the things. Business fundamentals matter — and YouTube is among the best places to use them.”
His work with WeAreNoCode, a channel led by entrepreneur Christian Peverelli, is a case study in strategic clarity. After shifting their content from broad tech commentary to hands-on no-code tutorials, the channel then grew.
One other example: A dog rescue channel called the Golden Kobe Family embraced emotional storytelling under Ter Braak’s direction, turning their 30,000 subscriber channel right into a 300,000+ subscriber channel in a matter of months.
So what separates Ter Braak from other strategists?
In accordance with some YouTubers, it’s the combination of creative empathy and his understanding of YouTube. He breaks down analytics not only by the numbers, but by narrative, identifying drop-offs in audience retention as storytelling gaps, not only metric failures.
“I work like a real partner for my clients,” he says. “Each upload isn’t an isolated video; it’s part of a bigger arc we develop. When creators understand that, all the things changes. It’s hard sometimes because I live within the Netherlands while most of my clients live within the US, but the advantage of my obsession is that it’s stronger than any inconvenient timezone.”
Before launching his consultancy, Ter Braak returned to a more focused mission: helping creators construct businesses, not burnout.
Now with over 75,000 followers across platforms, frequent podcast appearances, and a book in development, Ter Braak is popping the IDEAL Framework right into a full ecosystem: one-on-one strategy, group mentorships, free online education, and potentially a tech-enabled product down the road.
For a strategist who began by uploading homemade videos in English from the Netherlands in 2009, long before “creator economy” was a buzzword, it’s a full-circle moment.
“You don’t have to go viral,” he says. “You wish a system. That’s how creators turn into lifelong brands.”