9 Proven Strategies to Build, Monetize & Scale Your Creator Business
by
Richard Lazazzera
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If you’re a Creator looking to turn your content into a real business—one that actually makes money and sustains your lifestyle—you’re in the right place.
Turning content into a thriving business isn’t about luck—it’s about creating with intention, monetizing smartly, and building a loyal audience that actually supports you.
Few people understand this better than Dan Koe and Stan’s co-founders, John Hu and Vitalii Dodonov. Between them, they’ve:
✅ Built thriving online businesses from scratch. ✅ Helped thousands of Creators turn their skills into income. ✅ Scaled one of the most powerful platforms for Creator monetization.
In an exclusive, two-hour deep dive, they broke down exactly what it takes to build, monetize, and scale as a Creator in today’s Creator economy.
Two hours is a lot to unpack—so I’ve distilled the 9 most important principles and strategies from their conversation to help you apply these insights right now.
📺 Watch the full interview below, or keep scrolling to dive into the biggest insights from the video.
📖 Table of Contents
1️⃣ Strategy 1: You Are the Niche – Stop searching for the perfect niche. Your unique experiences and perspectives are your competitive edge.
Editors Note: Success as a Creator isn’t about one big breakthrough, it’s a combination of key principles, each reinforcing the others.
While each strategy I cover stands on its own, there’s natural overlap—because the fundamentals of success show up in different ways.
1️⃣ Strategy 1: You Are the Niche
Core Idea
Most new Creators believe they need to find an untapped niche. The truth? You are the niche. Your personal experiences, perspectives, and storytelling make your content unique and valuable.
“Escape competition through authenticity.” – Naval Ravikant
John and Dan emphasize that your journey, skills, and voice are your differentiators. Instead of trying to fit into an existing niche, lean into your unique perspective, that’s what will set you apart in a crowded space.
Why This Works
Many Creators struggle because they try to replicate successful models instead of owning their authenticity.
This leads to:
❌ Generic content that blends in with the crowd.
❌ Burnout from forcing themselves into a mold that doesn’t fit.
❌ Struggles with growth because audiences crave originality.
Meanwhile, successful Creators differentiate themselves by embracing their own lived experiences and creating content that resonates deeply with their audience.
Example: Dan Koe didn’t pick a traditional niche. Instead, he combined his authentic interests—philosophy, business, and self-improvement—into a unique content style that resonated with a specific type of audience.
How to Apply This Today
✅ Make Your Content About Your Audience
Instead of: “Here’s my experience quitting my job to become a Creator.”
Try: “How I Quit My Job and Made $100K—So You Can Too.”
Frame your personal experiences in a way that benefits your audience.
✅ Combine Interests to Stand Out
Instead of choosing a narrow niche, blend unique topics together.
Example: A fitness coach can niche down by focusing on “strength training for startup founders.”
✅ Post Consistently to Find Your Angle
You won’t know exactly what resonates until you test different ideas.
Dan Koe posted daily on Twitter for a year before refining his style.
Consistency brings clarity. Post, review, adjust, and refine.
Key Takeaways
✔ You don’t need to be the best—just the most authentic.
✔ Your lived experiences and skills are your competitive advantage.
✔ Focus on what you naturally talk about and people seek your advice on.
✔ Content resonates more when it’s framed around your audience’s needs.
✔ Consistency will help you refine and evolve your niche over time.
Final Thought
You don’t have to fit into a predefined niche. You are the niche. Own your story, lean into your unique experiences, and create content that feels true to you. The right audience will follow.
2️⃣ Strategy 2: Speed Over Perfection
Core Idea
Most Creators overthink their first product or service. They wait for the “perfect” launch, spending months refining instead of taking action. The reality? Speed is a competitive advantage.
“A lot of people they don’t have that deadline urgency so they like build something for two months and then they never end up even telling people about it” – John Hu
Successful Creators don’t wait for perfection. They test, launch, and improve based on real feedback. Instead of spending months perfecting something that may not even work, they get it out quickly and iterate.
Why This Works
Many Creators delay launching because they feel their product isn’t ready yet. This mindset leads to:
❌ Missed opportunities and wasted time.
❌ Overcomplication of simple ideas.
❌ Fear of failure, leading to inaction.
Meanwhile, successful Creators embrace imperfection and focus on:
✅ Launching quickly to test demand.
✅ Using real-world feedback to refine their product.
✅ Iterating and improving as they go.
Example: John’s first product was a resume template he uploaded straight from Dropbox without any changes. Instead of perfecting it, he just launched. The result? $10,000 in sales.
How to Apply This Today
✅ Start with an MVP (Minimum Viable Product)
Instead of spending months creating something huge, start with a simple offer.
Don’t worry about perfection—launch, then improve.
Real feedback > guessing what people want.
✅ Focus on Speed, Not Perfection
Your first version won’t be perfect. That’s okay.
Quick iteration > perfection every time.
Key Takeaways
✔ Speed is an advantage—don’t overthink, just launch.
✔ Test ideas quickly with simple, low-effort products.
✔ Your audience will help refine your offer—listen to them.
✔ Iteration beats perfection every time.
✔ The faster you launch, the faster you learn.
Final Thought
The biggest mistake Creators make is waiting too long to launch. Speed over perfection. Get it out there, listen to your audience, and improve as you go.
3️⃣ Strategy 3: Content is the Business
Core Idea
Many Creators think of content as just a way to market their business. But the reality is: content is the business.
“If you show up every day for a year, you will build an audience.” – John Hu
John and Dan emphasize that consistent content creation is the foundation of a sustainable Creator business. It’s not just about promoting products, it’s about building an engaged audience, identifying opportunities, and turning attention into revenue.
Why This Works
Many Creators see content as a means to an end. But the most successful ones treat content as the core of their business.
This approach:
✅ Builds trust – Consistent, valuable content makes people familiar with your voice, values, and expertise.
✅ Creates demand – When you solve problems, your audience will naturally ask for more.
✅ Turns attention into income – A loyal audience makes monetization seamless.
Example: Dan Koe built his brand by consistently posting about mindset, business, and personal growth. He didn’t start by selling—he started by showing up every day and delivering value. Over time, he built a highly engaged audience that naturally wanted more.
How to Apply This Today
✅ Create Before You Sell
Instead of launching a product first, focus on delivering value through free content.
Your audience will tell you what they need.
✅ Post Consistently to Find Your Best Topics
You don’t need to go viral—just show up every day.
Pay attention to engagement. The content that resonates the most should become your focus.
✅ Make Your Content Solve Real Problems
People follow Creators who help them, inspire them, or entertain them.
Example: If you’re a fitness coach, post actionable tips and results-driven advice instead of just personal gym photos.
✅ Turn Insights Into Offers
Track what questions and struggles your audience keeps bringing up.
Example: John Hu started by giving free resume advice—when people kept asking for his template, he turned it into a paid product.
Key Takeaways
✔ Content isn’t just a marketing tool—it’s the foundation of your business.
✔ Trust and engagement come before monetization.
✔ Your audience will tell you what they need—listen and provide value.
✔ Focus on helping, and the revenue will follow naturally.
Final Thought
If you’re not creating content, you’re not building a business—you’re just selling. Shift your mindset: content is the business.
4️⃣ Strategy 4: Give, Give, Give Before You Sell
Core Idea
Creators often hesitate to give away too much for free, fearing they’ll have nothing left to sell. But in reality, the more value you provide upfront, the easier it becomes to sell.
“The mantra we’ve built Stan on—and the foundation of our content strategy and my personal philosophy—is simple: give, give, give.” – John Hu
This philosophy “Give, Give, Give” is the foundation of long-term success. By solving problems and providing value before asking for anything in return, you build trust and position yourself as an authority. When it’s time to sell, your audience will already be engaged and ready to buy.
Why This Works
Many new Creators fear they’ll “give away too much,” but this mindset is shortsighted.
The reality is:
✅ Generosity builds trust – When people see you consistently helping, they recognize your expertise and good intentions.
✅ You establish authority – Valuable free content positions you as the go-to expert in your niche.
✅ Your audience tells you what they need – By paying attention to their feedback, you’ll discover what products they’re already looking for.
✅ Selling becomes effortless – When you’ve already helped someone for free, they’ll be far more likely to pay for a structured, premium version of that help.
Example: John started by posting free resume tips. When his post went viral, people asked for a resume template. Instead of ignoring the demand, he created a simple digital download—earning his first $10,000.
How to Apply This Today
✅ Solve a Real Problem First
Ask yourself: What problem does my audience have that I can solve for free?
Example: A fitness coach could post simple daily workouts or nutrition tips before launching a paid coaching program.
✅ Create High-Value Free Content
Share useful insights through blog posts, X threads, TikToks, YouTube videos, or a free guide.
Example: John shared resume tips before selling templates.
✅ Pay Attention to Audience Feedback
What are people asking for in comments or DMs?
These questions will guide your first product or service.
✅ Productize What People Already Want
Example: People asked John for a resume template—so he sold one.
Instead of guessing what to sell, let demand dictate your offer.
✅ Sell with Confidence—Because You’ve Already Built Trust
When you provide consistent free value, selling feels natural.
Your audience will want more access, deeper insights, or a structured path forward.
Key Takeaways
✔ Providing free value builds trust, authority, and an engaged audience.
✔ Your audience will tell you what they want—listen and give it to them.
✔ Monetization is easy when you’ve already helped people for free.
✔ Selling is not about pushing—it’s about offering a natural next step.
Final Thought
Creators who focus on giving first win in the long run. By offering valuable, problem-solving content for free, you create a community that trusts you and is eager to buy when the time is right.
5️⃣ Strategy 5: Your Audience Already Has the Answers
Core Idea
Most Creators struggle to figure out what to sell. But the truth is, your audience is already telling you what they want—you just have to listen.
Instead of guessing what to create, the most successful Creators use audience feedback as a guide. Your followers ask questions in comments, DMs, emails, and conversations—these are market research in disguise.
Why This Works
Many Creators waste time trying to come up with the perfect idea from scratch. This often leads to:
❌ Products that don’t sell because they solve the wrong problem.
❌ Content that doesn’t resonate because it’s based on assumptions, not real demand.
❌ Wasted effort creating things no one asked for.
Meanwhile, successful Creators pay attention to what their audience is already asking and use that demand to shape their products.
✅ Guaranteed demand – You’re creating something people already want.
✅ Saves time – No wasted effort building things that don’t sell.
✅ Effortless selling – You don’t have to “convince” people—they’re already asking for it.
✅ Stronger audience engagement – When people feel heard, they stay engaged.
How to Apply This Today
✅ Collect recurring questions.
Keep a running list of common audience struggles.
Identify patterns—repeated questions signal real demand.
✅ Create free content around those topics.
Before selling, give away valuable insights to test interest.
If people engage with your content, you know there’s demand.
✅ Turn the most popular question into a product.
Example: If you get 10+ DMs asking for Notion templates, sell a Notion dashboard.
Example: If people ask for help with public speaking, create a mini-course on speaking confidence.
✅ Sell a simple MVP first.
Don’t build a massive product right away—start with something simple.
A PDF guide, workshop, or template is enough to validate demand before scaling.
✅ Refine based on real-world feedback.
Once people start buying, ask for feedback and improve.
Key Takeaways
✔ Your audience’s questions = built-in product ideas. Pay attention.
✔ The best-selling products are created from real demand. Don’t guess.
✔ Start small with a simple, actionable offer. A template, guide, or consultation call is enough.
✔ Sell what people are already asking for, and monetization becomes effortless.
Final Thought
Your audience is already telling you what to sell—just listen. Every question, comment, and DM is a signal. Instead of guessing, create what people are already asking for.
6️⃣ Strategy 6: Start Small, Then Scale
Core Idea
One of the biggest mistakes new Creators make? Trying to go too big, too fast.
It’s easy to think you need a full online course, a massive membership, or an entire product suite before you can start making money. But the most successful Creators start small, prove demand, and scale over time.
“I’d rather see you start today, make some money, get a few quick wins, and use that momentum to scale over time.” – John Hu
John and Vitalii emphasize that the best way to validate an idea, gain momentum, and make money quickly is to start with a simple, low-effort offer—like a offering a coaching session, PDF guide, or template—and then scale over time.
Why This Works
Many Creators overcomplicate their first product, thinking that bigger = better when, in reality:
✅ It’s easier to launch – A simple offer can be live in days, not months.
✅ You validate demand faster – Test interest without a huge upfront investment.
✅ It reduces risk – You don’t waste time building something that might not sell.
✅ You get paid to learn – Early sales provide real-world feedback.
✅ It builds momentum – Small wins fuel motivation and confidence to scale.
How to Apply This Today
✅ Solve One Problem with One Offer
Ask yourself: What’s one simple way I can help my audience?
Think PDF, template, checklist, coaching call—not a huge course.
✅ Launch in a Week (Not Months)
Avoid endless perfectionism.
Done is better than perfect.
✅ Get Paid to Learn
Your first sales = your best feedback.
Adapt based on real customer needs, not assumptions.
Scaling Up After Starting Small
Once you have proof that people want what you’re selling, you can expand strategically.
John breaks monetization down into a simple, three-step progression:
1️⃣ Coaching/Consulting (Quickest Path to Revenue)
The fastest way to make money as a Creator.
Provides direct, valuable feedback from real customers.
Helps validate product ideas before committing to larger projects.
2️⃣ Templates/Guides (Low Effort, High Return)
Digital products that require minimal time to create but can sell repeatedly.
Great for solving specific problems for your audience.
Easy to distribute and automate.
3️⃣ Courses/Communities (Scalable, But Should Come Later)
Require more time to build and maintain.
Best to create after proving demand with smaller offers.
Work best when you already have a loyal audience.
Key Takeaways
✔ Start with a simple offer (PDF, coaching call, template).
✔ Launch quickly—don’t overcomplicate.
✔ Use early sales as feedback to refine and grow.
✔ Expand naturally—let demand guide you.
Final Thought
You don’t need a massive product to start making money. Start small, prove demand, and build from there.
7️⃣ Strategy 7: Work Like a Lion, Not a Cow
Core Idea
Most people believe that success comes from working non-stop—grinding every day with no breaks. But the truth? Creativity and productivity thrive when you work in focused bursts, not endless hustle.
“Work like a lion, not like a cow” – Naval Ravikant
John and Dan emphasize that successful Creators don’t work hard all the time—they work intensely at the right time, then recharge.
Why This Works
The traditional “hustle 24/7” mindset leads to:
❌ Burnout. Constantly working with no recovery drains creativity.
❌ Diminishing returns. More hours doesn’t always mean better results.
❌ Low-quality work. Grinding nonstop leads to quantity over quality.
Meanwhile, the “lion strategy”—focused sprints followed by rest—leads to:
✅ Better creativity. Downtime allows ideas to develop naturally.
✅ Higher efficiency. You accomplish more in focused work sessions than in endless grinding.
✅ Sustainable growth. Long-term success comes from consistency, not exhaustion.
Example: Dan writes in focused blocks of time instead of forcing himself to work all day. His short, high-impact work sessions allow him to maintain creativity and avoid burnout.
How to Apply This Today
✅ Work in Focused Sprints
Instead of grinding 10 hours straight, work in 90-minute deep-focus blocks.
Take breaks to recharge, reflect, and let creativity flow.
✅ Prioritize High-Impact Work
Spend 80% of your time on the 20% of tasks that actually grow your business.
Example: Writing a high-value Twitter thread drives more engagement than posting random content all day.
✅ Build Rest Into Your Schedule
Creativity needs space. Make time for exercise, hobbies, and thinking.
The best ideas come when you’re not actively working.
Real-World Example: How Dan Koe Works Like a Lion
📌 Step 1: Create in Short, Focused Sessions
Dan writes content in 2-3 hour blocks instead of forcing himself to create all day.
He eliminates distractions and works at peak efficiency.
📌 Step 2: Take Breaks for Creativity
He reads, exercises, and reflects instead of forcing productivity.
This “mental space” helps him generate new, high-impact ideas.
📌 Step 3: Focus on What Moves the Needle
Dan only spends time on high-leverage work.
He prioritizes: writing, coaching, and product creation—not busywork.
📌 Lesson Learned:Success isn’t about grinding—it’s about strategic effort.
Avoid These Common Mistakes
❌ Thinking you need to work non-stop → Instead: Focus on intensity, not endless effort.
❌ Filling your schedule with low-value tasks → Instead: Cut distractions and focus on work that grows your brand.
❌ Ignoring rest and recovery → Instead: Give your brain time to recharge for better ideas.
Key Takeaways
✔ Work like a lion—focus hard, then rest.
✔ Short, intense work beats long, unfocused hours.
✔ Prioritize high-impact tasks, not busywork.
✔ Creativity happens in cycles—allow space for rest.
✔ Long-term success comes from sustainable effort, not burnout.
Final Thought
If you work like a lion—intense focus, then recovery—you’ll outperform those who grind endlessly. Success isn’t about working more. It’s about working smarter.
8️⃣ Strategy 8: Build a Tribe, Not Just an Audience
Core Idea
An audience watches you, but a tribe supports you.
Many Creators focus on growing their follower count, but numbers alone don’t build a sustainable business. The key is turning passive viewers into an engaged community—people who feel invested in your success and mission.
Instead of just posting content, focus on:
✅ Engaging with your followers—replying to comments and DMs.
✅ Building relationships—making your audience feel heard.
✅ Creating a sense of belonging—giving people a reason to stay.
The Difference Between an Audience and a Tribe
👥 An Audience:
Passive consumers of content.
Follows you but doesn’t interact much.
Will leave if they find someone more interesting.
🔥 A Tribe:
Actively engages and supports you.
Feels a sense of connection and shared purpose.
Will stick with you long-term.
Example: Dan Koe built his Twitter (X) community by actively replying to comments, joining discussions, and making sure his audience felt heard. He didn’t just post content, he built a two-way relationship.
Why Engagement is the Key to Building a Tribe
Many Creators think posting content is enough. But true loyalty comes from direct engagement.
1️⃣ Two-Way Interaction
Stop just broadcasting—start conversing.
Ask questions, respond to comments, and start discussions.
2️⃣ Make Followers Feel Seen & Heard
People stay where they feel valued.
Even a simple reply to a comment can make someone feel connected.
3️⃣ Foster Relationships, Not Just Follower Growth
Instead of chasing virality, focus on deep engagement with your current audience.
A smaller, engaged tribe is more powerful than a large, disengaged audience.
How to Apply This Today
🐺 1. Engage Directly
Reply to every comment, DM, and email (especially early on).
Make your followers feel like they matter.
🐺 2. Ask Questions & Listen
Poll your audience, run Q&As, and pay attention to what they care about.
If the same question comes up often—that’s a product idea.
🐺 3. Make It Personal
Share your real thoughts, struggles, and behind-the-scenes moments.
People connect with humans, not brands.
🐺 4. Encourage Conversations (Not Just Consumption)
Run challenges, host live sessions, and involve your audience in what you’re building.
Your community should feel like they’re part of something.
🐺 5. Create a Mission Bigger Than Yourself
People join tribes with a shared mission.
What do you stand for? Make that clear in everything you do.
Key Takeaways
✔️ An audience watches. A tribe engages and supports.
✔️ Engagement builds loyalty—make your followers feel seen.
✔️ Relationships > Metrics. Focus on depth, not just numbers.
✔️ Your tribe will support, share, and buy from you.
Final Thought
An audience may follow you, but a tribe supports you. The best creators don’t just attract views—they build connections, conversations, and community. Engage, listen, and make people feel like they belong.
9️⃣ Strategy 9: Scale with Systems, Not More Content
Core Idea
Most Creators believe that growth comes from posting more content. But in reality, scaling requires systems, not just output.
“Your job as a Creator, founder and entrepreneur of your own business is to maximize the value you give to your business” – John Hu
The goal isn’t to work harder—it’s to work smarter. Instead of constantly creating more content, successful Creators:
✅ Hire an assistant to free up time.
✅ Automate workflows (emails, pre-scheduled content, community management).
✅ Focus only on what moves the needle.
Why More Content Isn’t Always the Answer
Many Creators think they’re just one viral post away from success. So they keep:
❌ Posting more, hoping for a breakthrough.
❌ Spreading themselves thin across too many platforms.
❌ Spending all their time creating instead of building a business.
But without systems, this approach leads to:
🚨 Burnout – Constantly creating with no time to think or rest.
🚨 Inconsistent income – No structured monetization strategy.
🚨 Plateaued growth – A Creator stuck in the “grind” cycle.
The Three Systems Every Creator Needs to Scale
1️⃣ Hiring an Assistant to Free Up Time
As your audience grows, admin work eats up your time.
Instead of answering every DM, scheduling posts, and handling emails, hire a virtual assistant to do it for you.
💡 Tasks an Assistant Can Handle:
Responding to emails & DMs
Responding to emails & DMs
Managing your content schedule
Customer support
Editing & repurposing content
Booking calls & organizing documents
Example: John realized he was spending hours on admin tasks. Once he hired an assistant, he freed up 40% of his time for high-impact work.
2️⃣ Automating Workflows to Scale Without Burnout
Creators waste time repeating the same tasks manually.
The solution? Automation tools that save hours every week.
💡 What You Can Automate:
Emails – Set up automated email sequences.
Social Media – Schedule posts in advance.
Community Management – Use pre-set messages and systems.
Sales & Product Delivery – Use platforms like Stan to handle payments, content hosting, and customer access automatically.
3️⃣ Focusing Only on What Moves the Needle
Instead of doing everything, identify the 20% of activities that drive 80% of your results.
Ask yourself: What actually grows my business?
💡 High-Leverage Activities:
✅ Creating high-quality content (not just more content).
✅ Building real relationships with your audience.
✅ Developing one great offer instead of selling 10 things at once.
How to Apply This Today
🚀 1. Identify Your Biggest Time-Wasters
Write down all the tasks you do in a week.
Highlight the ones that don’t require your expertise.
🚀 2. Automate or Delegate Low-Value Tasks
Use tools to automate email, content posting, and customer onboarding.
Hire an assistant to handle admin work and free up your time.
🚀 3. Focus on Your Highest-Impact Work
What actually moves your business forward?
Spend 80% of your time on those activities.
Key Takeaways
✔ More content won’t fix a broken business.
✔ Without systems, you’ll stay stuck in the grind.
✔ Scaling requires leverage—delegation, automation, and focus.
Final Thought
The fastest way to scale isn’t to create more content—it’s to create better systems.
Wrapping Things Up
There’s no single hack or shortcut to success as a creator. What Dan Koe, John Hu, and Vitalii Dodonov made clear in their conversation is that growth comes from stacking the right principles and strategies—taking action fast, providing value, listening to your audience, and simplifying your path to monetization.
Success isn’t about doing everything at once—it’s about taking the next best step. Start where you are, launch something simple, and refine as you go. The sooner you start, the faster you learn.
Richard is Entrepreneur in Residence at Stan, where he helps creators navigate the complexities of building their online businesses. With years of hands-on experience in digital entrepreneurship, he’s passionate about making the journey simpler and more achievable for others.
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