It’s not a job. It’s an adventure.

Ok hear me out. 

I had the line "It's not a job, it's an adventure" stuck in my head, convinced it was from some 90’s action movie and thought it would make a perfect title for this edition, where we're talking about the mindset shift creators need to have to build a new generation of businesses.

Turns out it's from a US Navy recruitment ad. From the 70’s.

I'm going with it anyway.

The more I thought about it, the more I realised it's actually a pretty good description of building a creator business.

Because that's what it feels like most days. You're making decisions nobody taught you how to make. You're figuring things out as you go. Half the time you're following a plan and the other half you're rewriting it because reality has other ideas. 

And after ten years working with creators, I've noticed something: the ones who actually embrace that adventure who lean into the uncertainty rather than fight it, all go through the same internal shift. 

It's not a strategy change. It's not a pivot in their content. 

It's a change in how they see what they're doing: A mindset shift.

I've broken it down into three realisations:

1. They realise attention is currency (but you don't take it, you earn it)

There's captured attention and there's earned attention. Captured gets you views. Earned gets you trust.

Captured attention comes from great thumbnails, hooks and interesting topics. It's real (and valuable), but it's fleeting. The moment you stop chasing it, then it tends to disappear. 

Earned attention happens when the audience starts thinking - “this creator is worth my time”. It goes beyond ‘thin’ viewership and starts building into a relationship. And relationships are the foundation of every durable business I've seen in this space.

2. They start to think like entrepreneurs

Most creators think about content first and business second. It’s understandable as most enter the game thinking they are only here to build a channel. 

But the Creator Economy is a very non-linear landscape. What I mean by this is that there is no set trajectory and you are able to determine your own pathway (kind of like a ‘choose-your-adventure’).

To do that you need to think more entrepreneurially.

Entrepreneurs think in systems. They think about leverage, owned assets, and long-term relationships. They make decisions based on where they want to be in three years, not what's trending this week.

A few months ago we surveyed over 100 creators and asked the question - do you consider yourself an entrepreneur? As you can see, mindsets are shifting…

3. They understand that value creation is everything

This is the one that ties the first two together.

Earned attention requires value. Entrepreneurial thinking helps you determine that value.

How? You don’t just optimise the next video, but you start thinking about the steps you can take to optimise the experience for your audience in the long term. 

This goes beyond production value and volume. In a busy landscape, the creators who stand out aren't the most prolific - they're the most useful, resonant, or transformative - they build communities and fanbases and those communities and fans buy things, refer people, and stick around long after algorithms move on.

What can you do right now?

Stop thinking about content as the thing you make. Start thinking about value as the thing you create and content as the best way to prove that value. 

Start by doing these:

Study the problem, not the platform.  Go deep on the specific pain points, interests, goals and frustrations of your audience. The creators who win aren't the best at content; they're the best at understanding the people they serve. You need to understand your audience's psychographic profile. I wrote about how to to this here (link to old newsletter)

Look at what already works. In your niche, what content has the longest shelf life? What gets referenced, saved, or shared months or years after it was made? That's where the real value lives. Now understand why. 

Test and listen. Put ideas out (videos, posts etc), then pay close attention to the response. Not just likes but replies, shares, questions, and DMs. The audience will tell you what resonated if you know what signals to look for. Look for patterns and not just the loudest voices in the room. 

Come to the session We’re most fired up about

From Content Machine to Business Founder

This year Ant’s on stage with three MBA for Creators grads -  Devin McGovern (aka Devin the Dad), Little Remy Food, and AnythingAlexia.

We're going to break down what it actually takes to build a creator business that gets you off the hamster wheel with predictable revenue and business models that match you and your audience.

When: Friday 26 June
Time: 2:15 - 3:15pm
Where: Room 210 CD (Creator Track)

Creator Run Club - come run with us

What started as a no-expectations morning jog with a small creator economy crew has become one of our favourite traditions at VidCon.

It’s not about pace or distance. It's about getting outside with a crew, moving your body, and having the kind of conversations you don't get inside a conference room. 

Every year someone shows up not knowing anyone and leaves with a new connection or a friendship that lasts.

This year we’ve partnered with Creators 4 Mental Health for this year’s edition.

When: Thursday 25 June
Time: 7:30am (7:45am we run)
Where: Marriott Anaheim, main entrance

Got your own take on where the creator economy is heading?

Send it through - it might end up on the Creator Generation podcast or in the next newsletter.

Or submit VIA the form here.

Get practical revenue frameworks from creators who are actually running them, honest takes on what's working on platforms right now.

And a real answer to the question every creator is quietly asking: how do I make this last?

Plus food, drinks, and the kind of conversations that don't happen online.

📍 Adelaide CBD
📅 Thursday, 30th July
⏰ 5:30pm - 9pm
🎟️ Absolutely free

Get practical revenue frameworks from creators who are actually running them, honest takes on what's working on platforms right now.

And a real answer to the question every creator is quietly asking: how do I make this last?

Plus food, drinks, and the kind of conversations that don't happen online.

📍 Canberra CBD
📅 Tuesday 18th August
⏰ 5:30pm - 8:30pm
🎟️ Absolutely free

The team at Changer and close mate Marcus Jones reckon it’s time for a chill session.

Come hang with the Sydney creative community for a relaxed nights of drinks, good chats, and good vibes. Whether you’re a creator, creative, freelancer of just keen to meet like-minded people, we’d love to see you there!

📍Pyrmont NSW
🗓️Tuesday, 28th July 2026
⏰ 6pm till 9pm

P.S. “Talk to me, Goose” This is my favourite line from my favourite movie (Top Gun) and it also means  that I’m keen to hear from you if you have any feedback.  Hit me up with any questions or comments at [email protected] or dm me on linkedin. I promise to read & respond to everyone.

✌🏼 Fred

Co-founder, Changer

P.P.S. If someone forwarded this to you. Thank them from you and from me 😉 and make sure you subscribe here.