According to this Goldman Sachs Research, the creator economy could approach half-a-trillion dollars by 2027.

But it can’t happen until creator fix the biggest issue with the Creator Economy. Which was beautifully explained by Colin and Samir in this tweet.

When creators build their brands around themselves, the pressure that it places on them can become insurmountable.

If they experience burnout, become involved in a public controversy, or face an existential crisis, not only are they at risk, but their brand and everyone associated with it are also in jeopardy.

What's the solution for this challenge?

Many of the biggest brands we see today were initially built by creators.

For instance, consider Disney. It may be an entertainment monopoly now, but in the beginning, it was a creator-led business established by Walt Disney, an influential animator and producer.

One could also argue that Apple was a creator-led brand. In the early 2000s, Steve Jobs was the face of tech, and his influence brought significant attention to Apple's products.

But these brands survived and thrived even when the creators who built them were no longer with them.

Here’s how they did it :

In a marketplace saturated with countless brands, what sets them apart isn't solely their products, but more significantly, their compelling narratives and messages.

Having a compelling story or message associated with your brand's name is equally, if not more, crucial than the creator linked to it.If your brand relies heavily on you as the creator, it risks becoming just another ordinary brand. For example,

• Feastables by MrBeast – without him, it's just another chocolate bar.

• Or PRIME by KSI & Logan Paul – minus their influence, it's just another sports drink.

Their success is primarily due to the prominence of those endorsing them. Without these creators, these products would be considered mediocre at best.

Brands grounded in strong messages and core values stand apart from those lacking a clear identity.