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People are looking for more meaningful narratives and communities than brands can offer, and companies want to supply this “meaning demand”—but are structurally disincentivized to do so.

Numerous startups are attempting to help creators set up their standalone, owned properties online; earn more from fewer, truer fans; and lessen their dependence on social media platforms. But unless we radically change the foundation of the creator economy—how creators find and connect to a community in the first place—these solutions are incremen... See more