How Success in "The Business Creator Economy" Can Be Built on What You Don’t Do

Box Cutter Co. Free Issue No. 84

Do you know the most overlooked strategy in business (and life)?

And how it is similar to crossing a street?

Before stepping off the curb,
you don’t look both ways and list all the reasons it’s safe.

You scan for what could go wrong.

• Cars?

• Bikes?

• Buses?

If it’s clear—you cross.

It’s common sense and what we teach our kids.

It’s also a process of subtraction.

Yet, in business, especially in the digital world, social media and other channels its all about building more.

Of adding on:

• More offers

• More content.

• More revenue

• More followers

• More engagement

Yet, many of the best strategies, most sustainable creative systems, and most successful businesses…

They're built on less.

→ Less noise
→ Less distraction
→ Less wasted effort

The most powerful business decisions aren’t about what to add.

They’re often about what to cut.

---

“Negative Thinking” 👉 The Art of Removing

This concept isn't new. It’s ancient.

Centuries ago, theologians and philosophers tried to define God—
not by what God is, but by what God isn’t.

The logic?

It’s easier (and more accurate) to remove false assumptions than to claim certainty and knowing.

Business often works the same way.

For example, Steve Jobs returned to Apple in the late ’90s. He didn't add more products.

He cut them—slashing Apple’s product line down to essentials.

Consider Patagonia’s famous "Don’t Buy This Jacket" campaign.

It wasn't about selling more. It was about refining what mattered.

If you’re following the recent reorganization of Starbucks, the new CEO and surrounding team are cutting options.

Returning to ‘roots.’ Making things simpler.

---

My Recent Reminder

I’ve received a good reminder of this thinking in recent months.

In the fall, some opportunities came up to take on additional projects.

• Build a new online fourth-year university Communications course: “Policy Writing” (about a 200-hour commitment)

• Be a curriculum reviewer for another Communications course being built (another 30 hours or so)

• Write and design an open educational resource (a case study) for the Policy Writing course (another 100-hour commitment)

This was added to current contracts, commitments, client work, and business development, which are full-time responsibilities.

In recent weeks, I realized I overcommitted myself.

Projects stacked up, deadlines overlapped, and the pressures were leaving indents on my brain.

Added to this: the unforeseen impact of getting very sick for 8-10 days during this. (Plus travelling to Texas for a conference).

It’s been one of those valuable and sometimes difficult or painful reminders (e.g. life lessons).

Success is often not about what you say Yes to.

More often than not, it’s what you say No to.

The best business strategies aren’t always about launching or adding.

They’re often about stopping, removing, and subtracting.

(Thankfully, I’m wrapping up some of the additional commitments and clarifying what’s next for my creative business)

---

The Business Creator Advantage (Expertise Over Audience Size)

Last free Box Cutter Co. issue, I shared some reflections on a recent report from the platform Teachable:

• “The BUSINESS CREATOR Shift: Insights from a Study of 1,200+ Creators: How Everyday Experts Are Cashing In on Expertise, Not Clout”

It captures a quiet but powerful shift in the rapidly expanding Creator Economy.

Business-to-business (B2B) creators are twice as likely to earn over $10,000/month than creators chasing large, consumer (B2C) audiences.

👉 Why?

Businesses don’t pay for clout or creator follower counts. They pay for expertise, clarity, and tangible results.

My experience aligns precisely with this.

Over the past two-plus years, my creative business has surpassed the $10k/month mark, nearly all from B2B contracts.

The leads and resulting contracts didn’t come from pursuing viral posts, racking up follower counts, or chasing subscribers.

They emerged from:

• Word-of-mouth (the most powerful marketing always and forever).

• From LinkedIn (one of my core contracts came through the DMs)

• And from intentionally (and persistently) building a creative ecosystem.

LinkedIn

Last week, my LinkedIn posts generated nearly 13,000 impressions, almost 400 profile views, and some new discussions in the DMs.

The Teachable report confirms the importance of LinkedIn in the B2B markets.

In a section called “Traffic Sources for Business Creators,” 👇

LinkedIn is essential. Not for vanity metrics—but because it’s where business happens. It’s where professionals participate.

By being active on LinkedIn, Business Creators can support (and profile) thriving businesses and demonstrate expertise and results.

None of this requires big follower counts.

It’s more about demonstrated expertise and persistently showing up with decent content.

Over the past 2 years, I have received multiple inquiries through LinkedIn.

I am highly selective in businesses, organizations and individuals I decide to work with.

To this point, I’ve accepted at least 5 projects and/or contracts from outreach on LinkedIn. Some of these have turned into multi-year relationships.

(I’ve turned down more than four times that many.)

---

Why Doing Less Is Leverage In “The Business Creator Economy”

The Business Creator Economy isn’t built on more. It’s built on better.

Focussed. Strategic. Clear.

A Business Creator doesn’t need thousands of followers.

Theoretically, they only need one — especially if that ONE is the right client.

For a Soulpreneur, success can be found in:

• One focused offer.

• One solid relationship.

The critical work requires removing what doesn’t matter…

…so that what remains is undeniably beneficial.

---

A question for you:

• What’s the most valuable thing you’ve removed (in business or life)—that made everything else work better?

Want to build a creative business thriving on less?

I’m deeply immersed in this work.

Please leave a comment if you have a question or comment.

---