For the past twenty years, we’ve lived in an age of personality and celebrity on social media. But that’s starting to change in favor of depth, expertise, and relationships.

The new founders are juggling several income streams that move at different speeds. Much of the advice they get would be relevant only for an older internet: investors chasing growth at all costs, agents pushing them to stay on the content treadmill, platforms rewarding engagement above all else. None of that fits the reality of running a business... See more

Many are lean startups with traction before product. Their advantage is proximity. They learn by talking to their audience, experimenting, and watching what resonates. So many startups fail because they make something nobody wants. When “audience-founders” decide to build, there’s already someone waiting for and interested in what they make.