2. Decreasing trust in large social and search companies. Concurrent with the rise of creator-driven discovery is a general sense of dwindling trust in the companies consumers have historically relied on to find online content and products.

So if there’s no security in jobs any more, and if small businesses are constantly changing, where does someone go to create certainty and security for their income? You go to your personal brand. Right now your most valuable asset is the number of people who know you, like you and trust you. In the future you will be defined by your unique take on

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America has fallen out of love with brands and in love with people. This is evident in every corner of American life — from politics and business to technology and media. People are the new brands.