👋🏽 Doors Opening

Hey! Welcome to the Creator Economy NYC newsletter — your weekly dose of actionable insights and strategies to help you build, monetize, and scale as a creator.

I was just at Notion's Make with Notion event in San Francisco and found myself surrounded by a ton of fellow "content creators."

And one thing I kept thinking about was this stat that I was reminded of last week: 57% of Gen Z reports wanting to be influencers.

That number stopped me. Not because there's anything wrong with that goal, but because it got me thinking about something important: there IS a real difference between being an influencer and being a content creator, and many might not fully understand that distinction.

And the mental label you choose for yourself actually matters more than you might think. It shapes your entire approach to building a creator business.

Let’s dive in.

✍️ Spotlight

How to know you are an Influencer or Creator

57% of Gen Z want to be influencers. But have they considered the content creator path?

Let me be upfront about something: these aren't just different words for the same thing. There's a meaningful distinction between influencers and content creators, and your approach will likely define which label fits you.

Both can work incredibly well, but they lead to fundamentally different business models. Understanding this difference might be the most important strategic decision you make as a creator.

Why influencing feels so appealing

Gen Z didn't just grow up with social media… they grew up watching people just like them transform from making videos in childhood bedrooms to commanding millions of followers.

They witnessed the birth of a new path to fame, fortune, and creative expression.

So, of course, it's dominating career goals. The success stories are everywhere.

The trade-off most people don't talk about

Here's what I've observed from five years in this space as a creator myself, building Creator Economy NYC, and connecting with thousands of creators through our community:

The influencer approach often means your business is built around you as the product.

Your morning routine, outfit choices, personality, lifestyle… these become your primary assets. Your income depends on maintaining personal relevance to your audience.

There's nothing inherently wrong with this. But it does come with some realities:

• It's hard to step away or scale beyond yourself

• Platform changes can devastate your reach overnight

• Staying "relevant" becomes a full-time job

• The pressure to share personal moments can be exhausting

Again, this works for many people. But it's worth knowing what you're signing up for.

The content creator alternative

The creators I've watched build the most sustainable businesses took a different approach. Instead of making themselves the product, they made their expertise, skills, or mission the foundation.

This was crystal clear at the Notion event.

The creators there weren't just "lifestyle influencers who happen to use Notion." They were Notion workspace builders, productivity experts, and system architects. Personal finance creators who teach budgeting frameworks. Business creators who help with automation and workflows.

These creators fell squarely into the content creator bucket. Not because they're boring or faceless, but because their value proposition extends far beyond their personal lives.

Think about it this way:

• Influencers often build around things about themselves

• Content creators build around things that are extensions of themselves

For example, instead of "follow my fitness journey," it becomes "here's how I help busy professionals get stronger." Instead of "here's my morning routine," it becomes "here's how I help creators build better systems."

The content creator approach tends to lead toward:

• Multiple revenue streams beyond brand deals

• Businesses that can scale with team members

• Expertise that compounds over time

• Products and services with inherent value

Two questions to help you think about this

Neither path is right or wrong, but here are two questions that might help you decide:

1. Energy source: Do you get more energy from being the center of attention, or from solving problems for people?

2. 10-year vision: When you imagine your ideal business in 10 years, are you still the main character in every piece of content, or have you built something that can thrive with or without you always being front and center?

Your takeaway this week

Whatever path feels right for you, commit to it fully. Both can work incredibly well when executed with intention, and in fact, there is certainly a middle ground.

But if you're leaning toward the content creator approach, start by asking: What problem do I solve? What skill do I have that others want to learn? What mission drives me beyond just sharing my life?

Build around that. Let your personality shine through everything you do, but don't make your personality, day-to-day, etc… the only thing you're selling.

The goal isn't to become a faceless corporation. It's to build something sustainable that leverages who you are to create real value for real people.

I know this topic can be confusing or even contentious. What's your take? Do you see this distinction in your own journey, or do you think I'm overthinking it? Hit reply and let me know, I'd love to hear your perspective.

🎪 City Happenings

Sept 27: Creator Walk returns Sept 27 in Central Park!

Join us in Central Park for another casual stroll with fellow creators! A chance to connect, chat, and create some content in the heart of NYC!

Sept 30: Owners Only - a collab event for those building audience-first companies

We’re trying something new, and partnering with Andrew Yueng and Jeff Fromer (founder of OWM) for an event on September 30 that brings together top B2B/B2C Founders with the most influential creators in their niche.

Oct 21: Mixer, Panel, and New Branding Celebration with Teachable

Join us as we partner with Teachable to celebrate the unveiling of its new brand identity and explore what’s next at the intersection of creators and education.

This will be a more intimate gathering than our typical events, so please note that capacity is much more limited.

🫡 Perks & Recs

Tools and resources that'll help you build, scale, and streamline, with exclusive discounts when I can swing them.

• Stanley: New AI tool that's actually useful. Connects to your LinkedIn, analyzes your past content, and helps craft high-performing posts in your voice. Perfect for creators who want to nail LinkedIn but don't want to overthink it. And it’s free.

• Teachable: A platform I recommend to creators who want to monetize their expertise. Whether you’re teaching marketing, music, or Minecraft, Teachable makes it simple to create, launch, and sell courses without overcomplicating it.

• beehiiv: What I use to write this newsletter (85 weeks and counting). Clean interface, great analytics, and email delivery that actually works. 20% off your first 3 months.

📚 Resources

LAUNCHING OCTOBER: "F*ck It, Create It" Course (Early Access)

I've been heads down working on our first creator education course: "F*ck It, Create It."

It's designed to break through the mental barriers that keep you stuck in planning mode instead of creating mode.

I’m looking for early testers to help shape the course. Jump in early and get a limited-edition hat plus access to resources, challenges, and community accountability.

2 FREE resources to accelerate your creator growth

The Creator Goal Setting Guide: A simple but powerful document to help you declare who you want to BECOME in 2025.

The Creator Accountability System: Your visual companion for consistent creation in 2025 (I’m using this now to send one newsletter a week!)

✌🏽 Stand Clear of the Closing Doors Please

Thanks for reading! Hope this resonates.

Any movie recommendations for my flight back to NYC!?

See you next week,

Brett