For decades, brands bought attention. A 30-second spot, a banner ad, a pre-roll — the goal was to interrupt enough people enough times that some of them remembered you.
That model is breaking. Consumers have more control over what they watch than ever before. They skip ads, tune out noise, and follow people who make things they actually want to see.
The implication is simple but uncomfortable: the best way to grow your brand is to become a creator.
Not to hire one. Not to sponsor one. To build the internal muscle to consistently make content that earns attention — content that feels native to the platform, native to your brand, and worth someone's time.
The brands that win the next decade will be the ones that stop treating creator as a channel and start treating it as a core competency.