How you succeed in business is shifting fast - and not because of AI

Ever wondered why some businesses seem to flourish without shelling out a fortune on ads? 🤔 It's like they've cracked a code that the rest of us are missing. Meanwhile, if you're relying on the old "build it, and they will come" approach, you might find yourself as busy as a Chick-fil-A on a Sunday—meaning not at all. 😖

Some savvy business owners have tapped into a secret that many overlook. In today's fast-paced world of AI and technology, this secret isn't just a nice-to-have for building a sustainable marketing campaign; it might be the only way to do business going forward.

I wish I'd stumbled upon this secret earlier. It could have saved me countless sleepless nights and millions in ad spend.

Also, let me clarify: AI won't take your job, but what I'm about to share definitely could.

In this article, I'll dive into how the business landscape is shifting and why creators are poised to lead the future of commerce.

If you're new to my work, my name is Lester, but feel free to call me Les. I'm the chairman of a group of DTC brands and an award-winning performance marketer. I've built and scaled brands by developing internal data and analytics tools. With tens of millions in digital marketing campaigns under my belt, I've got a unique take on how AI is reshaping marketing, and it's not what you might expect. 🤓☝️

If you're keen on data-driven marketing insights, strategies, and AI tips for driving growth, don't miss out on my free newsletter, No Fluff Just Facts.

But let's not dwell on me. Let's explore how business is evolving and how you can seize what might be the biggest opportunity of this century. 🚀

Understanding the Landscape

Let me set the stage so you can grasp what's changed and what lies ahead.

Life used to be pretty straightforward for online businesses. Drop some cash on online ads, and customers would flock to your site, ready to buy. Or maybe you'd work some SEO magic and enjoy a flood of organic traffic. Either way, it meant money in the bank. 🤑

Fast forward a few years, and the algorithms have turned ruthless. If you're not careful, they'll drain your account dry.

Also, the Apple iOS update threw a wrench in the works, making it harder for advertisers to target audiences. This drove up costs, messed with tracking, and turned every campaign into a gamble.

To top it off, every online industry got swamped with new, well-funded competitors, pushing customer acquisition costs to record highs.

All of this brewed the perfect storm for a full-blown pay-to-play ecosystem.

But then TikTok came along and said, "Hold my beer!" 🤭

TikTok shifted the focus to creators, ignoring the old internet rules that demanded thousands or millions of followers for visibility. Suddenly, anyone had a shot at going viral, and that changed everything.

TikTok also equipped creators with tools like CapCut for content editing and TikTok Shop for native selling.

Also, a TikTok ban could collapse the creator economy, so it's worth keeping an eye on.

Naturally, new creators flocked to the platform, eager to build their followings. This shift toward creators forced every platform to adapt or risk becoming irrelevant.

Suddenly, it wasn't all about pay-to-play anymore. Organic reach soared, giving creators the chance to build genuine, thriving businesses. This shift isn't just limited to TikTok; it's happening across all platforms.

This is exactly why creators are steering the future. 💪

For once, the little guys like you and me got the break we desperately needed.

This shift kicked off around 2020. While creator-led businesses existed before, this time felt different. It felt permanent.

Also, this social media shift could be the opportunity you've been waiting for.

Fast forward to now, and you see headlines like "YouTube Star Mr. Beast Is Raising Money at a $5 Billion Valuation" on the front pages of major news sites.

Sure, that's an extreme case, but it's real. At the same time, Gen Z is driving a cultural shift built on trust in creators, a desire for authenticity, and a need for genuine connection.

Some might say this is a story about change. But maybe it's the opposite.

Maybe this is a story about how we never really changed at all. Perhaps it's proof that we've always craved authentic human connection.

Maybe we just forgot how powerful it could be. 🤔

The Secret Explained and the Future of Business

Based on current trends, the future of business lies with creators who build authentic connections with their audience. Future entrepreneurs won't just need to create exceptional products and services; they'll also need to be their own biggest "influencer."

Traditional paid customer acquisition is becoming harder to sustain, pushing businesses to rely more on owned channels like email, SMS, and content. At the same time, ad fatigue is on the rise, especially among the next generation, who are increasingly skeptical of paid ads. 🙅

Also, AI is huge, but this opportunity will be even bigger.

In fact, according to IZEA's 2025 report, 77% of social media users prefer content created by influencers over traditional ads.

This is precisely why creators are at the heart of what's coming next.

According to Shopify, 69% of consumers trust influencer recommendations. Moreover, 74% of Gen Z shoppers say they spend most of their free time online, and influencers are their primary way of discovering new products.

It's clear why creators are shaping the future of business. And it's not just B2C; B2B is shifting too. 🚀

According to Sprout Social's Q1 2025 Pulse Survey, 67% of B2B brands use influencer marketing to boost brand awareness, while 54% use it to build credibility and trust.

This approach works because people trust people. According to Nielsen, 92% of consumers trust recommendations from individuals over brands, even if they don't know them personally. 😱

Also, GPT-4o's image update unlocked a huge opportunity most people are ignoring.

As AI and competition flood every market, and users are overwhelmed with options, people will turn to the ones they know, like, and trust to help them decide what to buy.

According to Statista, 60% of marketers say influencer marketing delivers a higher ROI than traditional ads, proving this isn't just a trend.

Influencer marketing brings in an average return of $5.78 for every $1 spent, according to Influencer Marketing Hub. It's easy to see why this might be the solution to your rising customer acquisition costs. 🤯

The future is already here in many ways, and while the mediums have evolved, the core hasn't changed. People still do business with people.

Your Big Opportunity

This future isn't about going viral or hiring a bunch of influencers to promote your product or service. Sure, those things can help.

What I'm saying is this: Now is the time to get closer to your customers. Show them behind the scenes. Share the wins, the losses, what's new, and what's coming. You might not realize it, but a lot of what you do every day is already interesting to your audience.

Being human will be rare in a world filled with AI and automation. 🎯

So here's your big opportunity.

This isn't about being a creator or chasing views. It's about leverage. The kind of leverage that comes from owning attention, not renting it.

Also, will AI destroy human creativity? No - and here's why.

When you build an audience, you don't have to beg platforms to talk to your people. You don't have to rely on discounts to drive sales, and you're not at the mercy of another algorithm update wiping out your growth overnight.

That leverage turns into attention. And if you have a good product or service, that attention turns into money in the bank. 💸🤑💰

I know what you might be thinking: What influencer or creator should I use?

Hear me out… I think you should be the creator. 😩

If creators are the future, shouldn't you be the one telling the world about your product or service? You don't need to be Mr. Beast making Emmy-level content, but it's important that you show up as your authentic self.

Whether you're running a service business, building a product, or launching a new brand, it starts with telling your story.

Also, email marketing is back and big social is panicking - everything you need to know.

You can tell your story on social channels, but if the past has taught us anything, it's that owning your audience is the smart play. Think of ways to grow your email and SMS lists, not just followers you rent from someone else.

It's not one or the other. It's both. 🤓☝️

And yeah, I get it. It's one more thing to do on our daily grind. But it is what it is. I'd rather not overpay for customer acquisition.

As my mother would say… pick a struggle. And in this case, I'd rather choose the one that leaves the most money in the bank.

My Two Cents

My biggest, and I mean biggest, regret is not taking content more seriously earlier. I started to 10 years ago, but I didn't follow through simply because paid traffic worked, and at the time, I didn't see the value in creating content.

In many ways, I thought I could "hide" behind my laptop and make a living. It turns out that not investing in content was a massive miss.

I'd also tell myself that the Jeff Bezoses and Mark Zuckerbergs of the world didn't create content, so why should I? 😤

I didn't realize back then that they were content creators, too. It just looked different. Now I see it clearly. Every interview, every event, every magazine cover was content. It just came disguised as "press."

Also, GPT-4o's image update unlocked a huge opportunity most people are ignoring.

But I see now that regardless of what you call it, it was a mechanism for them to get in front of their audience.

The good news? It's not too late for me, and it's not too late for you.

All that said, I'll leave you with this.

Get out there and show the world how special you are. It won't be easy, but it is simple. Don't overthink it. With time, you'll get better.

😇 Hope this helps.

P.S. If you want more easy and helpful AI tips and tricks, sign up for my free newsletter, No Fluff Just Facts. Plus, you'll get to see behind the scenes as I pay my penance for not creating content 10 years ago.

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