Watch enough MDMotivator videos and you start to recognize the language. The same handful of phrases come up over and over — in captions, on signs, in interviews, on hoodies. They aren't accidental. They aren't filler. They're the philosophical scaffolding of the entire project.

Here are the catchphrases Zachery Dereniowski uses most often, where each one came from, and what each one actually means.

"Be Kind. Love Always."

This is the phrase fans see most often in MDMotivator captions and end-cards, and it's the closest thing to a universal sign-off in his work. It also appears, in slightly different forms, on his official Facebook page bio: Be kind, always. You Matter Most.

The construction is intentionally simple. Two imperatives, two ideas. Be kind is a behavior. Love always is a posture. The difference matters. You can be kind without loving anyone in particular. Loving always is the bigger ask — extending warmth and good faith to people you don't know, don't owe anything to, and might never see again.

Anyone who's watched a video where Zachery doesn't match negative energy when it shows up — including the time a young woman blindfolded for one of his experiments threw Skittles at him, a moment he's referenced in interviews as one of his more memorable on-set surprises — has watched the phrase being lived in real time. The discipline is harder than the slogan makes it sound.

"Kindness Is Cool"

The single most-repeated phrase in the modern MDMotivator era. Kindness Is Cool is a slogan, a brand, a nonprofit, and a clothing line all at once. We covered the full origin and evolution of this phrase in our article on the Kindness Is Cool story.

The genius of the phrase is that it does cultural work most kindness messaging doesn't. It doesn't tell you to be kind because you should. It tells you that kindness is cool — meaning desirable, attractive, social currency, something you'd want to be associated with. That reframe is small but it lands with younger audiences in a way be a good person simply doesn't.

It's also a quietly contrarian framing. The dominant cultural language of cool in the social media era has tended toward irony, distance, and detachment. Kindness Is Cool sits at the opposite end of that spectrum, and is positioned to actively rebut it.

When Zachery says it, that's what he's doing. He's not just promoting kindness. He's making a case that warmth and earnestness are themselves a stance.

"You Matter Most"

The original tagline. You Matter Most was the founding catchphrase of the Mental Health Movement, the venture Zachery co-founded with psychiatrist Dr. Jake Goodman in October 2020. We covered the full Mental Health Movement story in our dedicated article.

In recent years, You Matter Most has been somewhat supplanted as the public-facing catchphrase by Kindness Is Cool, but it still appears in MDMotivator's social bios and in older video posts. Functionally, the two phrases live in slightly different rooms. Kindness Is Cool speaks outward, to the audience and the broader culture. You Matter Most speaks inward, to the specific person on the other end of a video who might be struggling.

The phrase is also slightly more medically grounded than Kindness Is Cool. It comes out of the period when Zachery was working with an actual psychiatrist on mental health-specific content. The most in You Matter Most is doing real work — it's a direct counterweight to the inner voice that tells someone in crisis they don't matter at all.

"Your Mess Is Your Message"

A phrase Zachery has used in interviews, podcast appearances, and captions, and one of the more honest pieces of personal philosophy in his public catalog. It captures, in five words, the entire structural argument of his career.

The phrase reframes pain as content. Not in a cynical sense — not use your trauma for engagement — but in the sense that the things that have gone wrong in your life are also the things that give you something useful to say. His own arc demonstrates the principle: the failed exams at the University of Windsor, the breakdown in Sydney, the depression that bordered on suicidal, the breakup, the torn ACL, the year of feeling invisible. Each of those was a mess. Each of those became part of the message.

For fans, the phrase functions as permission. You don't have to wait until you're healed to be useful to someone else. Your current mess might already be exactly what someone else needs to hear.

"Vulnerability = Relatability = Empowerment"

A phrase Zachery has used to describe his own creative philosophy, formatted as a chain of equivalences. The structure is deliberate: each piece is the cause of the next.

Vulnerability — being honest about what you're going through — is what makes a creator relatable. Relatability is what makes an audience feel seen. Feeling seen, in turn, is what gives people the confidence to take their own next step. The chain ends in empowerment because the goal of the whole sequence isn't to make the audience feel sorry for the creator. It's to make the audience feel capable themselves.

This is the closest thing to a published methodology in MDMotivator's body of work. It's also the reason the videos consistently feature the subject talking about their own pain rather than the creator talking about his. The vulnerability isn't just Zachery's. It's whoever's in front of the camera that day.

"Be the Reason Someone Smiles Today"

A more recent variation that has appeared in MDMotivator captions and merchandise. The phrasing borrows from a longstanding internet aphorism but lands differently in this context, because the videos themselves are the proof. Every MDMotivator post is, by definition, somebody being the reason somebody else smiled that day.

The phrase works as a call-to-action. You don't have to be a content creator. You don't have to make a video. You just have to be the reason for one smile. That's a low enough bar that almost anyone can clear it on any given day.

"Kindness Changes Everything"

This is the secondary slogan that appears most often on MDMotivator's merchandise line, frequently alongside Kindness Is Cool. According to the Kindness Changes Everything products available at The Kind Closet, the phrase functions as the action-oriented companion to the brand's primary catchphrase.

The semantic difference is important. Kindness Is Cool is descriptive — it's a statement about what kindness is. Kindness Changes Everything is causal — it's a claim about what kindness does. Together, the two phrases form a small worldview: kindness is desirable, and kindness has real consequences in the world.

Whether or not that claim is fully true, MDMotivator's body of work is essentially an ongoing demonstration of it. Ronke handed over $2 and her life materially changed. Denise gave away her last $2 in the rain and the city's mayor came to thank her. Elvin spent a few dollars on a card for a stranger and ended up with $200,000. The phrase isn't just a slogan. It's the channel's central claim.

A Note on Authenticity

It would be easy, in a piece like this, to imply that all of these phrases are calculated marketing copy. They aren't. Or at least, not in the way that label usually implies.

The phrases tracked in this article have been visible across Zachery's content for years, well before he had the audience or the brand infrastructure to monetize them. You Matter Most dates back to October 2020, when the Mental Health Movement was a small co-founded nonprofit with a Picmonic scholarship and minimal commercial footprint. Kindness Is Cool developed organically in his captions long before it became a registered nonprofit and a clothing line.

In other words: the phrases are real. They were the way he talked before they became merchandise. The merchandise is downstream of the worldview, not upstream of it.

For fans, that distinction matters. The catchphrases aren't there to sell hoodies. The hoodies exist because the catchphrases were already true.

Coming Up Next

The catchphrases tell you what Zachery believes. The brand partnerships tell you who's willing to put financial weight behind those beliefs. Our next article walks through every major sponsor and brand partner in MDMotivator's run — from BetterHelp to Air Canada to KIND Snacks to iMerchant.

Sources

This article is part of an independent fan site dedicated to documenting the work, life, and impact of Zachery Dereniowski (MDMotivator). We are not affiliated with Zachery, his team, Kindness Is Cool, the Mental Health Movement, the KindnessWithZachery Foundation, or any of his sponsors. All content is researched and written by fans, sourced from public material, and intended as celebratory and informational. To follow Zachery directly, visit @mdmotivator on TikTok or Instagram.