Three Paths in the Creator Industry
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When creators think about their careers, they often focus too narrowly on one path without considering others. In my experience, there are three main roles creators can take as they scale their work: Creator Founder, General Manager, and Team Member. Each of these paths offers unique advantages, challenges, and opportunities.
People often get advice to follow the path their advisor took. I’m guilty of this myself. But the truth is, all three paths can lead to fulfilling and successful careers. The key is understanding the trade-offs and choosing the one that aligns with your goals and temperament.
1. Creator Founder
Creator Founders are the equivalent of startup founders in the creator world. They’re the ones building businesses around their personal brands—launching new products, developing media ventures, and running multiple revenue streams through a holding company (HoldCo).
Why People Love It
- You get to work on something you’re passionate about and have full control over what you build.
- The learning curve is steep, which can be incredibly fulfilling.
- You choose your team, your projects, and the direction of your work.
- There’s potential for life-changing wealth if you succeed.
Why It’s Hard
- Being a Creator Founder is stressful. Even when you’re winning, it can feel like you’re losing.
- The financial risks are high. You might have to bootstrap your ventures or take on outside investment.
- Building something big takes years—often a decade or more. That kind of commitment can strain your personal relationships.
- Your audience and income are tied to your personal brand, which can feel deeply personal when things don’t go well.
How to Do It
If you want to be a Creator Founder, you need four things:
- A Loyal Audience: Start by building an engaged audience. This is your foundation for everything.
- A Problem You Care About Solving: What’s a problem your audience has that you’re uniquely positioned to solve?
- The Right Team: Find people who complement your skills—operators, marketers, and designers who can help you execute your vision.
- A Financial Plan: Whether it’s savings, seed capital, or bootstrapping, figure out how to sustain yourself while you build.
Notice what’s not on this list: experience. You’ll learn most of what you need after you start. What matters is having the right foundation to take the leap.
2. General Manager
General Managers are like executives in traditional companies. They run specific parts of a Creator Founder’s business, whether that’s a product line, a media operation, or a tech venture.
Why People Love It
- You get the chance to lead and make an impact without tying everything to your personal identity.
- The income is stable, and you don’t have to worry about funding or audience metrics day-to-day.
- If the business succeeds, you’ll share in that success.
- You can build leadership skills while working on something exciting.
Why It’s Hard
- Your success is tied to the Creator Founder’s vision and leadership. If they flounder, so do you.
- Office politics and team dynamics can get in the way of great work.
- It takes time to grow into significant responsibility, and your impact might not always be visible.
How to Do It
The best General Managers either:
- Join Early: Work with a Creator Founder who’s building something ambitious, and grow with them as their ventures expand.
- Build a Track Record: Work your way up by running smaller projects or businesses, proving you can handle bigger challenges over time.
Either way, you need to align with the founder’s vision and show that you’re indispensable to their success.
3. Team Member
Team Members are the specialists—the editors, designers, marketers, and project managers who bring a creator’s vision to life.
Why People Love It
- You get to focus on your craft and see the results of your work directly.
- The income and benefits are stable, and the work-life balance is often better.
- There’s less pressure compared to being a founder or GM, which means you can be more flexible with your career choices.
Why It’s Hard
- You don’t always have control over what you work on, and poor leadership can block your productivity.
- It’s harder to accumulate wealth unless you transition into management or entrepreneurship.
- The work can feel repetitive if you’re not passionate about the projects.
How to Do It
The best way to succeed as a Team Member is to:
- Specialize: Develop a high-demand skill, like video editing or social media strategy.
- Work for the Best: Join reputable creators or teams to build your portfolio and learn from the top people in the field.
- Stay Adaptable: The creator world moves fast, so keep learning and evolving your skills.
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