Beware: The "Create Value" Mantra in the Creator Economy is Often Bullshit
Box Cutter Co. Free Issue No. 53
I call it the ‘Airline Wisdom’ approach to content creation in this vast $250 Billion Creator Economy.
Put one’s mask on first before assisting others.
It’s similar to assisting others who may be working in a confined space and have collapsed. Don’t run into assist, because then there are probably two people down.
Arriving at an accident scene and people need assistance? — assess the safety of the overall scene before jumping in to assist injured folks. No sense in becoming another injured, or even a casualty.
Questions About Creating in the ‘Creator Economy’
The Creator Economy is growing rapidly and is projected to potentially double in size in the next 3-4 years — moving from $250 Billion annually to almost $500 Billion.
Some estimates suggest that there are about 200 million ‘Creators’ currently active — and that this has grown about 300% in the last 2 years — and will continue to do so over the next 2.
It’s an impressive arena of opportunity… and… ripe for calamity (for many). It’s also an arena of many opinions, perspectives, and confusion.
In the last 18-20 months of being active in this space — as someone ‘creating content’ and participating in the “Creator Economy” — I have seen many folks dive headlong in without doing much assessing of the situation.
And… I also see no shortage of apparent “experts” and “coaches” and “gurus” and “trainers” promising you the secret sauce of an approach.
My DMs (direct messages) are full every week— on X (Twitter) for example — with one more guy (and yes, they are mostly ‘bros’) offering to “10x my clients”, or “4x my monthly revenues”, or take me to “30,000 Followers”… and so on and so on, and so on.
Added to this, there are A LOT of courses out there — and (apparently) A LOT of experts. (Don’t get me wrong, there are some pretty decent ones out there… but buyer beware!)
I also hear from folks almost every week who feel they didn’t get the value they hoped for out of some online coach, digital building guru, or following someone’s recommended 10-step program for “smashing it online”.
Added on top of this, I’ve also taken quite a few courses and been able to determine things I’d like to do and try — AND, things I definitely do not want to do or try.
I’ve had a consistent set of questions circulating in my mind about:
Building a creative digital business in the Creator Economy without losing originality, genuineness, and joy of creativity while also in the pursuit of “success”?
What are my measures of “success” in this venture?
What does it mean to create “value” — and for whom?
Side-gig Story—“Creating Value”…?
In my 20s and 30s, I often did one of my favourite side gigs (although it wasn’t called a side gig then).
I’d get firewood for folks—cash in hand.
Often just in large rounds, like the pic below, which is from a few months ago (but for our use).
Some “value-add” offers included cutting to certain lengths, splitting and stacking, as well as specific requests. (Some species burn differently than others)
Depending on the species of wood, I’d usually charge $100 per load. Split and stacked was usually about $150.
Some days (usually weekends), I could get 3 loads done. Back then, it was usually only about $30 in gas — so I had great margins.
When I’d mention this gig to some folks, they’d say things like:
“Geez man, you should get someone to bring you a logging truck full of logs get a hydraulic splitter, and you could easily double or triple your production!”
“Wow, dude, with a splitter and a dump truck you could really amp up your client load and bump that MRR to the moon!”
I’d often smile and say, “yea… but that’d kind of defeat the point of why I do it. I enjoy it… and I earn some cash doing something I enjoy…”
The enjoyment for me was (still is) heading out into the bush, exploring, and the process of bucking up the wood, stacking it into the truck, and unloading it to happy ‘customers.’
All while getting exercise, fresh air, and buff arms.
The “value” for me was more about what I got out of the process (fitness, time outside, a little manual labour), as it was about cash in hand.
And, yes, sure, I could have done all sorts of “value adds” to meet customer need and demand. I could have secured more customers. I could have added more efficient modes of production. I could have hired more assistants.
And so on, and so on, and so on.
But that wasn’t the point…
“Create Value!” - they say
This sort of mantra is plastered all over the ‘experts’ materials in the “Creator Economy”.
“You must create value for your audience!” they say.
Well… when I started here on Substack, just a little over a year ago - I had an audience of… wait for it… Zero.
Very soon after, I experienced infinite growth.
I secured my first subscriber. My wife. From Zero to 1. (infinite growth)
From Zero to Hero. But not really…
Thus, the endless chicken-and-egg circuit that arises concerning content creation….
Have I been able to bring in over 400 subscribers in a year because I “created value” for ‘my audience’?
Or, did I bring in over 400 subscribers, because I simply engaged my creative spark to generate content (week after week after week)?
Maybe it was simply the time factor and being active. Maybe it was timing, as 2023 was the year of the Box Cutter…
Was it Quantity over Quality? Or, inherent Quality recognized by a discerning “Audience”?
Was it consistency and persistency that captivated attention, or genuine creative spark of my unique perspectives resonating across the webosphere?
Maybe it’s my wizardly use of social media channels for promotion?
Or, maybe there are other mysteries of the universe I’m simply not aware of yet?
In this whole “Creator Economy”, it’s easy to spiral into a void of 'value creation', ‘value propositions’ and ‘minimum viable product’ (MVP) rhetoric and bullshit.
If someone starting has no audience—then what is the measure of “value created”? How do they “add value” for their audience? And, if you have very little content… that’s an added challenge.
Does my gaining 400+ Subscribers over 12 months mean I’m creating far less value than some hustling bro on X (Twitter) that gains 30,000 “Followers” in 3 months?
(but then maybe fizzles into being an Ex-X’er…)
Maybe those of you in this fine 400+ Box Cutter subscriber cohort didn’t just subscribe for 'value'—maybe you subscribe to a vision, a voice, a slice of humanity laid bare through words and ideas?
A spark, so to say…
And, maybe some subscribers simply subscribed hoping I’d do a “subscribe for subscribe” — like a “follow-for-follow”?
Maybe to simply see how someone else is doing it? (I subscribe to some folks for exactly this reason).
In this ‘Creator Economy’ does audience shape the creator, or does authentic and genuine creation bring forth an audience?
WhoTF really knows?
Ditch the “Create Value” Bullshit
The mantra of "creating value" in the creator economy is largely bullshit. Here's some reasons why:
Misplaced Focus: This emphasis on "creating value" with content dilutes the creative process — leading to content engineered for appeal and ‘likes’ rather than some creative spark or curiosity. (And, trust me, there are no shortage of AI-content generator regimes out there.)
Authenticity vs. Algorithm: Creators will find themselves pandering to schizophrenic algorithms or perceived audience “desires”, which then stifles any creative spark differentiating your work in a growing Sea of Sameness.
Undefined 'Value': Value is largely subjective. What's valuable to one may be meaningless to another. This bullshit mantra to "create value" for your audience lacks nuances of diverse tastes and interests — plus the fact that ‘audiences’ can change every hour let alone every day. And what of the ‘values’ of the creative who produces it?
Pressure to Perform: This pressure often turns creativity into a commodity, where the worth of one's work starts getting measured by likes, shares, and gross revenues and not by personal fulfillment or artistic merit.
Overcommercialization: In the rush to create "valuable" content, unique creator voices are lost to commercial interests and homogenizing effects of chasing trends — more drowning in the Sea of Sameness.
“Airline Wisdom” in Content Creation
This is why I subscribe to an “Airline Wisdom” oxygen mask approach — which aligns well with a Box Cutter philosophy.
When I walked away from the employment world, it was not my intention to create another job. I intended to engage in creative enterprises that brought me satisfaction, joy, and pleasure.
I love reading, learning, synthesizing, and writing. Combined with other visual methods — I find joy in utilizing different forms of media for my own learning and assisting others in their learning.
I see life as one long learning journey. And, the Internet with over 5 billion people accessing it — is an amazing thing, and it has awesome potential. Yes, it has unparalleled dangers too.
The digital ecosystem of multiple forms of media can be a powerful place to learn, seek, find and synthesize new information, and to assist others and be part of others learning too.
I believe in the power of being able to find joy and improve ourselves (put our own oxygen masks on first). Then, sharing that information through the digital ecosystem so that others can benefit from it too.
When I was “doing firewood” — not once did I have to ‘advertise’ or ‘market’ or ‘cold call’. It was all word of mouth.
Word of mouth, reputation, and relationships.
And, really, that still holds strong even in the ‘Creator Economy’. Word of mouth is still one of the most powerful forms of reaching folks.
And, if you love creating content - writing, videoing, illustrating… whatever… it’ll shine through.
If you’re early on in your ‘creator’ journey — I’d recommend starting with your own oxygen mask first. Put it on and write about what’s happening. What are you learning? What are you doing? What have you decided NOT to do?
Others will be interested to read it. And then… boom… you have the beginnings of an ‘audience’.
I find it’s not all that different than quality relationships… like my almost 15-year marriage. We talk a lot about ‘airline wisdom’ in our own relationship — and it seems to work pretty darn well.
Many will not Agree…
And, so be it. We live in a diverse world, with many diverse people and diverse opinions. Thank goodness for that.
My approach on this journey has included focussing on nurturing my creativity first, much like securing an oxygen mask before assisting others.
Sure, I could engage AI content producers and schedulers and assistants — no different than I could have amped up my firewood production… but… that would defeat the purpose on why I do it in the first place.
I find, authentic creation often leads to perceived value for an audience that resonates with my creative work. This way I start with Self (my mask first), and share with others what I’m learning.
And, if they’re looking to learn from what I’m creating and sharing… Presto!
In the world of content creation, it's not just about the number of subscribers or followers; it's about building meaningful connections and sharing your journey. At least for me anyways.
I’m not looking to satisfy ego markers with follower counts and record monthly recurring revenues (MRRs). I’m looking to generate ‘enough’ — and to thoroughly enjoy the process along the way.
(Sort of like a philosophy for life)
If I was in the recommending game… I’d suggest starting with what excites you, what you're learning, and what you've chosen not to pursue. Your spark, passion, enthusiasm and genuineness will naturally attract an audience — looking for that kind of creative work.
Just as word of mouth and reputation matter in the physical world, they hold immense power in the digital landscape too. Keep nurturing these aspects, and watch how your creative journey unfolds, driven by your authenticity and passion.
And please write about it so that others can learn and enjoy your process and journey too.
Don’t worry about the bullshit of “creating value” and instead make sure you’re putting your creative mask on first.
How About You?
I’m always curious about what others are seeing, learning and feeling in their creator journeys.
Self-Reflection in Creation: In your journey as a creator, have you felt pressured to focus more on 'creating value' for an audience rather than expressing your genuine self?
How has this impacted your creative process and content?
Defining Personal Success: How do you define success in your creative endeavours within the Creator Economy?
Is it more about follower counts and revenue, or personal satisfaction and genuine connection?
“Create Value” vs. Authenticity: Do you believe authentic, passionate content naturally creates value, or is there a need to consciously tailor content to meet audience expectations?
How do you balance these aspects in your work?
That’s it for this week. Thanks for reading this “value-add” issue. ;)
Would love to hear your questions — drop a like, a comment, or re-post on channels you navigate.
Watch for the next Free Issue of The Solopreneur Series this week.
Interesting perspective and I agree. There are a ton of people talking about this online, but few have actually done it.
And "value" is right up there with words like "excellence" and "success." People love to throw them around, but few actually understand what they actually mean.
A very interesting post. Creating value is a major mantra of the Internet gurus. The trouble is value is perceived when it comes to writing. It's a little different if we are selling a physical product or indeed a service.
Some people will enjoy a percentage of what we write, others will not be interested at all, and a few may read every word. I like to write about the things I find interesting, if some like it, that's great.