Creators Don't Separate From Their Work Because They Are Their Work
The Creator Founder Model Explained, Part 1
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I’m the quintessential example of carving out a path different from the one we were “sold” on since childhood. Early on, I sensed my ideas about business didn’t fit the traditional mold. Something about the “old business paradigm” felt off—on both creative and ethical levels.
Over the past two decades, I’ve worn many hats — tech startup founder, digital strategist (working with brands like Louis Vuitton Moët Hennessy), brand consultant, marketing director, agency owner, podcaster, writer, and more.
I needed both a sense of purpose and creative autonomy—freedom from micromanagement and outdated systems. Yet, whenever I challenged the status quo, I faced resistance: stifled creativity, lost opportunities, and ended contracts.
It became clear that the system wasn’t built for people like us—those who thrive on freedom, innovation, impact and of course, diversifying our streams of income.
So, I created my own.
I wasn’t interested in the traditional path. I wanted to redefine success by making creativity the driving force—not just a side note. And I knew others out there wanted the same.
Early Observations…
Back in undergraduate school, I focused on International Business but I knew I wanted to integrate that with the web…
Keep in mind this was the early 2000’s and the online world was nothing like today.
When guidance counselors asked about my career goals, I excitedly replied, “the Internet,” only to be told, “Sorry, we can’t help you.”
This was my first encounter with an outdated “old business paradigm”—hierarchical and hesitant to adapt. In my eyes, the Internet was going to change business forever… bridging authenticity, creativity and intentional consumption of goods and services.
Even during my MBA in International Business, I met similar thinking. Professors acknowledged the digital landscape but didn’t see it as critical to the future of business.
It left me wondering, How did they not see it? How did they not recognize the value of having direct access and communication to the people they serve?
After 20+ years of seeing this resistance, I now understand. The Internet wasn’t just a way to communicate; it was a force that shifted power from the few to the many.
The era of gatekeepers, titles, and business-as-usual attitudes would soon face a wave of transparency—moving from transactional to relational, open to a fresh wave of talent that didn’t fit neatly into anyone’s prescribed boxes or checklists.
The rise of the Internet created the democratization of opportunities, information and access to new markets, as well as new business models without all of the extreme overhead the corporate world was notorious for creating.
This digital world was not taught in school… we took to online communities, YouTube and social media to gain knowledge, feedback and influence.
What emerged was a creative class highly skilled in community building (markets), technology (leverage), marketing and sales (unlimited earning potential).
While this transition has been taking place for several years, we’re now just seeing the effects and my guess is you’re seeing it too.
Welcome to what many are calling… the Creator Founder model.
A place I finally feel has caught up to what I envisioned all those years ago and the reason I want to discuss this more.
“Creators don’t separate from their work because they are their work.”
What is a Creator Founder?
A Creator Founder merges creativity with entrepreneurship, starting businesses around personal interests, content, and creative projects. They leverage platforms like social media, Substack, YouTube, and podcasts, creating ventures around their talents, communities, and influence.
This model isn’t about traditional hierarchies. It’s about capitalizing on skills like writing, design, and video production, often monetizing through diversified income streams that align with their mission—without sacrificing their life or soul.
And Why Is It a Movement?
Creator Founders are rewriting the rules of entrepreneurship by blending purpose, creativity, and financial growth without traditional barriers like high startup costs or corporate gatekeepers.
As Naval Ravikant put it, “product and media leverage are permissionless.” Creator Founders don’t need permission—they build influence through community and creativity, scaling their businesses without massive overhead or micromanagement.
For those who once felt limited by traditional structures, this is a way to cultivate multiple income streams, align with personal purpose, and create brands driven by fulfillment as much as by profit.
In other words, this model allows us to build something meaningful and scalable, while staying deeply connected to our creative passions—and our soul.
The future is relational, not transactional. Businesses that don’t adapt will struggle to stay relevant, as people increasingly seek to connect with individuals on a transparent, trustworthy level.
In this shift, we’re seeing individuals who value both their business and their life. They provide genuine value to their audiences in multiple ways without sacrificing their well-being for the sake of “proving themselves.” When we replace the need to prove with the freedom to create, we prioritize what matters most—building work that respects the life we love.
Creators don’t separate from their work; they are their work—And now, they can earn more through independence and creative autonomy than traditional systems ever allowed.
A New Model for a New Era
Moving forward, I’m going to do a series of posts in which I’d like to examine the intersection of creative autonomy and financial prosperity— I’ll share insights on how to build diversified, value-driven businesses that align with our values, talents, creativity, and financial goals. Drawing on 20+ years of digital and business experience, the series will focus on five core areas:
Creative Experiments: How to test new ideas and projects that align with your mission.
Community Building: How to cultivate an engaged, loyal audience that supports your ventures.
Simplified Business Models: How to build a balanced portfolio of income sources (diversified income streams) that align with personal values and audience interests.
Sustainable Creative Practices: How to keep creativity flowing and work fulfilling to enable long-term consistency.
Data-Driven Decision Making: How to refine your strategies to provide insights into what’s working and what’s not, making growth more intentional.
In short… a holistic approach to building a fulfilling, resilient, and financially sustainable business.
Why This Matters
You have options.
The time to build your ecosystem is now.
The shift from transactional to relational business is happening.
You deserve to own more of your creations and time.
Financial prosperity and creative fulfillment can coexist… both of these can be true at the same time.
Additionally, this series will include actionable frameworks, unique case studies, and expert insights so that we’re not just observing theory, but implementing real, meaningful change—the needle movers.
The World Gets to Know Us By What We Say & Do… Not What We Hold Back.
I urge you to rethink possibilities outside what the “system” sold you.
On the contrary, you can build a creatively fulfilling and financially prosperous life…
You can focus on the things that feel purposeful and meaningful and you can build into something financially lucrative.
Yes, it will take work… everything good does.
But work for something intentional changes the stakes of the entire game.
The times we’re living in ask us to not only redefine how we work and build ourselves professionally…
but also how we can do so in ways that honor our individuality, creativity, and the lives we want to live.
As Creator Founders, we’re no longer bound by outdated paradigms. We have the tools, the platforms, and the freedom to build ventures that are as unique as our ideas—ones that sustain us financially without sacrificing our values or passions.
Step into your work boldly. Embrace the creative experiments, the community you build, and the simplified paths that allow you to thrive on your own terms.
Let your work reflect not only what you can achieve but who you are and what you stand for.
Because in the end, the world doesn’t just need more businesses; it needs more creators, more thinkers, and more doers who are willing to reshape what’s possible."
Go create!
Have a great week!
Matt
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Love this - as I’m in a season of transition, super helpful to think about my next career chapter in this way
Matt, I just want to say thank you for this. I truly don’t have the words to fully articulate how much this post is so on time for me. The confirmation to allow the shifts that go against what I/we/society has been forced to learn and forced to be a part of. I’ve been saying that I don’t feel like my work is separate from my life and I often have a hard time getting people to understand that, so I stop explaining and started focusing on living it, and it’s a constant battle between am I doing it right or not. And this message resonates and hits for me. So thank you for practicing what you preach.