What we have long called the creator economy is evolving to become more of a “meaning economy,” where the creators and brands and experiences that engage us will do so through story, craft, and a deeper and more sophisticated sense of meaning. The creator economy was ultimately driven by content (enabled by ubiquitous access to content creation and... See more

t is as sure as eggs are eggs that the power of AI content and distribution, if applied to the (now) old paradigm of marketing, will break it and inflate the concept and quality of ‘content’ to the point of zero utility. The new firms and leaders will be the ones who both recognise that and formulate a new paradigm, whatever that looks like

So, long answer to your question: we need to think about what people are going to pay for. Because creators have to make money, and they're not going to pay for pretty good nonfiction books anymore. The value of those is going to go to zero. They're not going to pay, even with ads, for sort of funny one-minute videos. Not going to pay for that.... See more