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How Your Business Should Tap into the Creator Economy

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Creators aren’t just changing marketing. They’re transforming product development, too. Creators can drive demand for specialized products, accelerating product life cycles and even changing what customers actually value.

Companies that recognize the power of creators can choose from four strategies, including partnering with creators or acting as suppliers.Forget what you knew about creators, or influencers like Mr. Beast and Charli D’Amelio who make content for YouTube, Instagram, and TikTok. Content creators are silently rewriting the innovation and strategy rule book for a multitude of established companies, particularly in the consumer goods and services industries.

By changing how consumers search for and use products, creators are: 1) driving demand for increasingly specialized products and services; 2) accelerating product life cycles; and 3) changing what customers actually value.is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research examines how firms execute on their strategies and grow.

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