Book SummaryCreate Something Awesome, by Roberto Blake

1-Page Summary1-Page Book Summary of Create Something Awesome

An Overview of Opportunities in the Economy of Creators

This section introduces the rise of the creator-driven economy, highlighting the transformative impact of the internet and social media on content creation and monetization. It explores the advantages of the creator-driven market, emphasizing how it empowers individuals to become media companies and earn from their passions while removing traditional barriers. Finally, it showcases the potential for significant earnings in this emerging economy.

The Emergence of the Economy for Creators

Today's internet, along with powerful technologies in everyone's pocket, has revolutionized the way creative individuals can bring their ideas to life. Platforms such as YouTube, TikTok, and Twitch have changed the landscape, allowing anyone to create, publish, and broadcast their work, largely for free. Simultaneously, a creator-driven economy has emerged, enabling these creators to monetize their creativity and shift away from the age of the "starving artist."

The Online and Social Media Revolution in Creating and Profiting From Content

Blake emphasizes that the internet and social media have fundamentally altered how creators can make a living. Unlike the past when gatekeepers controlled access to traditional media (radio, TV, book publishing), individuals now have direct access to audiences who decide whom to endorse by providing attention and money.

This paradigm shift empowers individuals to function as media businesses without the traditional barriers of entry. Take Leon Hart, a well-known YouTuber, who left his law career to focus on his passion for Pokémon cards. Through his channel, he now unboxes these cards for a vast online audience, finding both happiness and financial reward. This example illustrates the paradigm shift, demonstrating the internet's potential to transform passions into profitable careers.

Context

• The internet provides access to a global audience, allowing creators to build diverse and widespread fan bases that were previously unattainable through local or national media.
• The technology required to produce and distribute content was often inaccessible to individuals. For instance, broadcasting required access to radio or TV transmitters, which were controlled by large corporations or government entities.
• Algorithms on platforms help surface content to users based on their interests, which can amplify a creator’s reach if their content aligns with audience preferences.
• Creators maintain control over their content and brand, unlike traditional media where companies often own the rights to the work produced.
• Creating engaging content requires skills in video production, storytelling, and audience analysis, which are crucial for maintaining and growing a channel.
• This genre involves creators opening products on camera, often providing commentary and reactions. It’s popular for its entertainment value and the excitement of discovering new items.
• Creators often expand their brand by selling merchandise. Leon Hart could offer products like themed apparel or custom card accessories, leveraging his channel's popularity.
• Starting an online venture often requires minimal financial investment compared to traditional businesses, making it accessible for more people to pursue their passions.

The Unique Advantages of the Creator Economy

The economy led by creators offers a compelling alternative to traditional employment. It allows creators to work according to their own terms, monetize their passions, and connect directly with their followers. Unlike traditional jobs where income is often capped, the economy of content creation enables creators to scale their earnings alongside the worth they provide.

The readily available platforms empower individuals to become their own publishers and media companies. This bypasses conventional gatekeepers and provides a direct path to monetize skills and connect with an encouraging fanbase.

Empowering People to Become Media Companies and Profit From Passions

Blake's own experience highlights how empowering the creative economy is. He developed a successful personal brand and multi-six-figure business from his passion for graphic design and marketing using free platforms like Facebook, Twitter, and YouTube. This was possible because platforms such as YouTube and TikTok enable everyday individuals to create new media companies, disrupting traditional models and empowering people.

For example, Rooster Teeth began as a small firm that made an online series about the HALO video game. At present, it exists as a subsidiary of WarnerMedia, demonstrating how creators can build something substantial from seemingly humble beginnings.

Practical Tips

• Use live streaming to engage with your audience in real-time. Platforms like YouTube and TikTok offer live streaming features where you can interact directly with viewers. Host Q&A sessions, live tutorials, or behind-the-scenes looks at your content creation process. This can increase viewer loyalty and give you immediate feedback on your content. If you're a cooking enthusiast, for example, live stream the cooking of a new recipe and encourage viewers to cook along with you.
• Collaborate with others who share your interests to expand your reach and resources. Find online forums, local clubs, or social media groups dedicated to your interest and propose joint projects. If you're into board games, partner with a local board game café to create a weekly game review series.

Removing Gatekeepers and Barriers for Artists

Historically, creative professionals faced numerous gatekeepers determining what audiences could experience. Authors like Andy Weir, creator of the bestseller "The Martian," faced rejection from traditional publishers. Yet, by bypassing these gatekeepers and publishing directly on his personal site and Amazon Kindle, Weir found success and ultimately a...

Create Something Awesome Summary Creating Your Brand and Increasing Your Following

This section emphasizes the importance of developing a genuine brand identity grounded in individual values and maintaining a consistent brand identity across platforms. It delves into methods for expanding an engaged audience, including niche identification, consistent quality content delivery, and leveraging collaboration and community-building. Lastly, it addresses challenges like imposter feelings and self-doubt, guiding content producers on cultivating a long-term mindset for sustainable growth.

Developing a Genuine Public Image

Creating a strong personal brand in the 21st century is no longer optional; it's essential. It calls for authenticity and demands you stay true to your values, avoiding compromises to gain quick validation. You must be willing to reveal your true self, flaws and all, allowing genuine connections with your audience. Remember, your audience should be attracted to you, not a contrived persona.

The Importance of Holding to Your Principles

Blake emphasizes the significance of staying true to one's values when developing your brand. Authenticity acts as an effective screening mechanism, drawing a loyal following who connect with your...

Create Something Awesome Summary Monetizing Creative Content and Establishing a Business

This section delves into the various business models of the creative economy, outlining different monetization strategies for creators: services, royalties, affiliate programs, and e-commerce. It guides creators on varying their revenue sources to reduce reliance on a single platform, building robust businesses by leveraging their relationships with their audiences, and ultimately scaling and professionalizing their operations for long-term sustainability and growth.

Understanding Business Models in the Creative Economy

It's crucial to address the toxic perspective numerous creators develop toward money. Creative work, especially enjoyable, often doesn't seem like traditional "work," leading to guilt about earning a profit or being paid for it. Blake emphasizes that creative professionals should not underprice or undervalue their creations. Earning income from what you enjoy isn't cheating.

Options: Services, Royalties, Affiliate Marketing, E-Commerce

Blake breaks down the six essential business models within the Creator Economy: providing services, royalties, affiliate marketing, e-commerce, brand deals, and memberships. Freelancing, a prominent example of the...