If most content ceases to be a profit center, the only way forward is to reorganize media businesses around the scarce complements and focus more on ecosystem design than content development. Complements have to be the core of strategy, culture, org structure, and compensation. If content is top-of-funnel for something else, the people who manage... See more

In the future, the content will be an input into a broader ecosystem—a funnel for complements.

even the most successful creators at the very head of the popularity curve are increasingly using media—their videos, posts, or podcasts—as marketing for something else. This “something else” is often bigger than the media business itself.