Harnessing Multi-Faceted Thinking for Success in the Creator Economy
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Using Multi-Faceted Thinking to Succeed in the Creator Economy
Have you ever experienced a moment reminiscent of Charles Dickens’ famous quote: “It was the best of times, it was the worst of times”? This line opens his renowned novel A Tale of Two Cities, penned during the upheaval of the French Revolution in the late 1850s.
In April 2022, I transitioned away from a more than ten-year tenure in the public sector. I had ascended the corporate hierarchy into increasingly senior roles, and my salary had risen accordingly.
Reflecting on my earnings back then, some might have claimed, “It was the best of times.” Yet, I would argue it felt more like the worst of times.
Previously, I served as a senior administrator in healthcare throughout the COVID pandemic, dedicating two years to emergency planning and response while managing allegations of systemic racism. My responsibilities included designing processes to combat these issues and addressing accusations as they arose.
Through this contradictory experience—managing emergency responses while simultaneously planning—I learned valuable lessons about the significance of multi-faceted thinking. This approach involves embracing and examining contradictions, which can be defined as “a combination of statements, ideas, or features of a situation that oppose one another” (Oxford Languages Dictionary).
Navigating complexities and contradictions is not something traditional education adequately prepares individuals for.
Systems of Right and Wrong
Like many, my education in Canada emphasized:
- Finding right or wrong answers.
- Adhering to prescriptive curriculums with defined methods.
- Teaching approaches that largely encouraged conformity.
While this framework has its merits, it can also cause harm, especially to those who do not conform to established norms. There is little room for contrarian or diverse forms of thinking and understanding.
Multi-faceted thinking offers a pathway to explore alternative approaches—especially in complex situations filled with contradictions.
The Strength of Multi-Faceted Thinking
Academically, this concept is referred to as dialectical thinking, which involves the capacity to hold two or more opposing ideas simultaneously—individually or collectively within a group.
This thinking harkens back to ancient philosophers like Heraclitus, who proposed that one cannot step into the same river twice, illustrating that both the river and the person are in constant flux.
Dialectic
A dialectic is defined as “any systematic reasoning, exposition, or argument that juxtaposes opposed or contradictory ideas and typically seeks to resolve their conflict: a method of examining and discussing opposing ideas to find truth” (Merriam-Webster Dictionary).
Hegel, a prominent German philosopher of the late 1700s and early 1800s, significantly contributed to dialectical thinking. His model involves the interaction of a thesis (an initial idea), an antithesis (a contradictory idea), and synthesis (a resolution that integrates both).
An illustrative example often used in teaching is the duality of light.
Both-And Thinking
Light consists of contradictory elements; it can be viewed as both particles and waves. However, both cannot be observed simultaneously.
Thus, light is Both wave And particle. This scenario exemplifies a Both/And approach rather than an Either/Or mindset.
Both/And thinking can enhance creativity and openness to various methods of problem-solving and navigating life's challenges. I have consistently utilized this approach in developing businesses that align with my lifestyle—rather than adapting my life to fit around work. This strategy is integral to my digital writing and EduCreator ventures within the Creator Economy.
One of my businesses is named Box Cutter Co., and the other is a collaborative educational startup with my wife, Lisa, called Humanity Academy (links available at the end of this article).
Leveraging Multi-Faceted (Dialectical) Thinking in the Creator Economy
The Creator Economy is projected to exceed $250 billion (US) annually and is expected to double within the next few years. Platforms like YouTube, Medium, Substack, LinkedIn, X, and Facebook form the backbone of this global ecosystem.
As of 2024, there are estimates of over 5 billion global Internet users, with more than 5 billion people actively engaging on social media (Facebook alone reports over 3 billion monthly users).
These statistics are staggering.
This ecosystem presents opportunities for creative individuals to cultivate sustainable income while fostering desired levels of self-determination and independence. Yet, it is also a chaotic landscape filled with negativity, addictive behaviors, and misinformation. As Dickens noted, it is “the age of wisdom and the age of foolishness.”
Nevertheless, within this rapidly evolving environment lie tremendous opportunities—particularly for education and learning, which motivated us to establish our educational startup.
Educating and Learning in the Creator Economy
My past two years in the Creator Economy have not mirrored the dramatic highs and lows of Dickens’ narrative. However, it has not been without challenges. As Dickens put it, it was indeed a time of “belief and incredulity.”
One of the most crucial lessons I have learned while building digital enterprises is the immense time investment required:
- Daily and weekly time commitments.
- The overall duration necessary to establish a solid foundation for a digital business.
Another vital insight involves the capacity to synthesize multiple viewpoints—reflecting dialectical thinking.
Just as light embodies both wave and particle, successful creators must often reconcile seemingly contradictory ideas to sustain and flourish. Consider the duality of commonly promoted digital strategies: creating “authentic content” versus content “for your audience.”
Where is the tipping point where one sacrifices authenticity to cater to audience preferences?
Furthermore, it’s essential to critically assess “who is your audience?” in an algorithm-driven context.
In Dickens' words, “it was the season of Light and the season of Darkness.”
Research successful online creators, and you will find they all employ growth strategies—their “how to grow on xxxxx platform” blueprints. However, many of these strategies contradict the notion of “post-authentic” content.
For instance, the recommendation to “be consistent” and post daily often suggests using AI tools to achieve this.
Most online growth strategies focus on upward trajectories, such as:
- Increasing follower counts
- Expanding audiences
- Building email lists
- Growing subscriptions
Yet, when constructing some of the tallest buildings, builders often dig deep before they can build up.
While upward growth is essential for a creator business—like digital writing—downward growth is equally vital, akin to a tree or plant that requires a robust root system. Both upward and downward growth are necessary for survival, especially in various seasonal climates.
In Dickens' words, “it was the spring of hope and the winter of despair.”
Be prepared to navigate the fluctuating seasons of building within the unpredictable online landscape and the ever-evolving Creator Economy. Algorithms change frequently, and creators come and go.
“We had everything before us, we had nothing before us.”
Oh, how wise Dickens was.
Building both up and down creates a more enduring and sustainable approach.
Building Up (and Down) in the Creator Economy (Utilizing Multi-Faceted Thinking)
I learned about dialectical thinking over two decades ago while engaged in community work and embraced Both/And thinking in various aspects of life. This approach was shaped by my experiences in diverse communities and varied career paths.
This perspective intensified when I left the workforce two years ago to establish digital businesses from the ground up. Many advised me against leaving a six-figure salary and stable employment. Some family members still express skepticism about our choice.
Despite societal pressure, moments of doubt occasionally surfaced. Yet, an epoch of belief remained (as Dickens aptly described).
Contradictions in the Creator Economy
If you’ve delved into the journey of successful creators, you’ve likely encountered a plethora of recommended strategies and tactics. Sifting through these, discerning their validity, and sometimes calling out contradictions can be time-consuming.
This process necessitates synthesizing varied perspectives into practical and actionable strategies. For instance, in our blended family with three teenagers, strategies proposed by a single, young creator often lack relevance to our reality.
Reflecting on the experience of building Box Cutter Co. and Humanity Academy from scratch over two years, I can attest that multi-faceted or dialectical thinking has been crucial to our successes and failures—and will continue to be.
I confidently assert that single-minded (right versus wrong) thinking would not have propelled our businesses to their current success—surpassing the incomes we both previously earned (my wife, Lisa, also became self-employed in mid-2023).
- Are you aware of where your roots are growing?
Putting It Into Practice
In my experience, navigating the Creator Economy requires more than blindly following conventional wisdom and advice shared by successful creators on social media.
While it’s beneficial to learn from experienced individuals, it’s important to recognize that what worked for them may not apply to you—and vice versa. Synthesizing diverse perspectives and adapting to evolving circumstances while remaining true to your authentic self is crucial.
With this in mind, here are strategies I have utilized to continue building. You might find these multi-faceted thinking approaches beneficial for developing sustainable and thriving digital ventures. I’ve framed these in a Hegelian-style dialectical format.
- Authentic Content vs. Audience-Driven Content
- Thesis: Create authentic content that reflects your true self.
- Antithesis: Tailor content to your audience's desires.
- Synthesis: Combine authenticity with audience insights. While staying true to your voice is essential, consider your audience's interests, particularly if they share similar experiences.
- Actionable Tip: Seek feedback and analyze data to understand your audience's preferences. Remember that “followers” do not equate to “audience.” Reflect on what authenticity means for you and create content that embodies your true self while meeting your audience's expectations.
- Example: I frequently navigate this continuum, posting on topics that may not be trending or audience-focused, such as contrarian viewpoints on popular subjects.
- Data-Driven Decisions vs. Creative Instincts
- Thesis: Base content decisions on data and analytics (e.g., the common advice to “double down” on what works).
- Antithesis: Trust your creative instincts and intuition (e.g., posting on less popular or contrarian topics).
- Synthesis: Leverage data to inform your creative instincts. Data can provide insights into effective strategies, while creative instincts can foster innovation.
- Actionable Tip: Regularly review analytics for trends while remaining adaptable in your creative decisions.
- Example: I utilize a multi-platform strategy, noting that a topic may resonate on one platform but not on another. I approach analytics with caution, avoiding overemphasis on metrics.
- Consistency vs. Innovation
- Thesis: Consistently post content to establish a dependable presence.
- Antithesis: Allow breaks to refresh your mind, ensuring content remains authentic and engaging.
- Synthesis: Strive for a balance of consistent posting while prioritizing rest to foster creativity and authenticity.
- Actionable Tip: Take regular breaks to recharge. Resist the urge to remain constantly engaged with social media.
- Example: In late 2023 and early 2024, I produced over 100,000 words monthly. Recently, I scaled back to recharge.
- Niche Focus vs. Multi-Interest Approaches
- Thesis: Successful creators often recommend a niche focus to build a loyal audience.
- Antithesis: Explore diverse interests to maintain creativity and reach a broader audience.
- Synthesis: Identify core content within a niche while allowing creative freedom to explore other topics.
- Actionable Tip: Create content on related or varied topics that captivate you. Consider the age and experience of those advocating for niche focus.
- Example: While our work at Humanity Academy has a niche focus, I intentionally named my publishing venture Box Cutter to reflect my diverse approach.
Do You Think Multi-Sidedly?
I believe multi-faceted thinking is not merely a theoretical construct but a practical approach that can ignite creativity, enhance decision-making, and facilitate problem-solving.
Embracing contradictions and synthesizing diverse perspectives can significantly aid in navigating the complexities of the Creator Economy, while also helping you remain connected to your authentic self.
- Are there additional strategies you would recommend?
I publish free weekly issues of **Box Cutter Co.*, including “The Soulpreneur Series,” where I share insights and experiences related to building digital writing businesses. I also co-founded Humanity Academy with my wife, Lisa.*
