The businesses that survive the next 5 years won’t be the ones with the best products. They’ll be the ones that master content creation.

Before I get into this - the AI Creator Summit starts next week. If you've not signed up yet then click here to do so now.

Last week I spoke with a friend who’s one of the top sales mentors in Australia.

He’s helped Australian brands generate over $2 billion in sales - working with everyone from ASX companies to small service-based businesses.

I’m doing an AI masterclass for his community next year, so I asked: “What do they need help with most?”

His answer surprised me: “Almost none of them create content because they never had to. But times have changed. Every business must now be a ‘content creator’ brand.”

The Small Business Wake-Up Call

Think about these businesses:

• Accounting firms
• Law practices
• Real estate agencies
• Consulting firms
• Architecture studios
• Medical practices
• Financial advisors
• Construction companies
• Marketing agencies
• Engineering firms

For decades, they grew through referrals, paid ads, and traditional networking. Content creation was optional - a “nice to have” for the ambitious ones.

Not anymore.

The Economics Have Shifted

If you’re not creating content, you need deep pockets.

Ad costs keep climbing.
What used to cost $5 per lead now costs $50.
Margins compress.
Growth stalls.

Meanwhile, businesses creating quality content consistently are building audiences that become customers without spending a dollar on ads.

The Paradigm Shift

Most businesses spend maybe 5-10% of their time on content creation (if that).

The new reality?
You need to dedicate at least 50% of your time to content.
Otherwise, you won’t survive.

That sounds extreme, but think about it: if content is how you attract customers, build trust, and create opportunities, why would it be a side project?

The Partnership Option

For some businesses, the better move might be partnering with content creators and giving them equity to help you grow.

Here’s the math:

Would you rather own 100% of a $250K/year business that’s barely surviving? Or 75% of a $10M brand?

That’s the calculation business owners need to make as we continue down this path.

A skilled content creator who can build an audience and drive sales is worth far more than 25% of your equity.

They might be the difference between barely existing and thriving.

What This Means for You

If you’re already creating content, you’re ahead. Keep going.

If you’re not, you have two choices:

1. Start dedicating serious time to content creation (AI can help you do this efficiently - which is exactly what we’re covering at the AI Creator Summit)
2. Find someone who’s good at it and give them a real stake in your business

The middle ground - ignoring content and hoping referrals and ads keep working - is disappearing fast.

The businesses that figure this out early will dominate their industries.
The ones that don’t will watch their competitors eat their lunch.

Talk soon,

Mitch

P.S. The AI Creator Summit starts November 10th. If you’re serious about using AI to create content efficiently, this is where you need to be.

P.P.S. Here's the videos we released in the last 2 weeks:

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