Stop building someone else’s dream
Sunday musings: Why build someone else’s dream when you can build your own?
For years, I worked for someone else’s brand. I put in the hours, delivered results, and followed the rules. I watched my work generate revenue, build audiences, and make an impact, but not for me.
The recognition belonged to the company, the profits went elsewhere, and I was just another piece of the machine. That is when I realised something: why would I spend my life building someone else’s dream when I could create my own?
The creator economy has changed everything. It has given you and people like me the opportunity to take control. We no longer have to rely on companies, agencies, or platforms to permit us to succeed.
The most brilliant move is not to work for a brand. It is to be the brand.
Owning my content
One of my first lessons was the importance of owning my work. I had spent years creating content on platforms I could not control. A sudden algorithm change or policy shift could wipe out my reach overnight, and if a company decided to pivot, my work could disappear.
That is why I started building my digital home, like a personal newsletter, podcast and spaces where I had complete ownership. My content is not at the mercy of someone else’s business decisions. I can distribute it however I choose, ensuring no one controls my creative output.
Owning my audience
Social media makes it easy to reach people, but it does not guarantee absolute ownership. My followers on Instagram? My subscribers on YouTube? They are not indeed mine; they belong to the platform. If my account gets suspended or my visibility drops, there is little I can do.
So, I took action. I built direct relationships with my audience through email, membership communities, and private channels. When I want to connect with my supporters, I do not have to worry about an algorithm deciding whether my content gets seen. I own that relationship, and no platform can take it away.
Owning my revenue
For too long, creators have relied on third parties to make money. Brand deals, ad revenue, and sponsorships can be lucrative, but they also come with strings attached. I did not want a company dictating my creative choices or determining my worth.
So, I diversified. I built revenue streams that I control, like subscriptions, digital products, and direct support from my audience. Instead of chasing brand deals, I focused on providing value to those who care about my work. Now, my income is not tied to someone else’s approval. It is mine to grow, scale, and sustain.
The middleman is dying, be your own platform
The old system is fading. Traditional media companies, agencies, and even social platforms no longer hold the same power they once did. Technology has enabled anyone to build a brand, grow an audience, and monetise their work without permission.
Being a creator is not just about creating content. It is about taking ownership of your work, audience, and income. My wisest decision was to stop working for someone else’s dream and start building my own.
This is it if you are still waiting for the right time to take control. The future belongs to those who own it.
Happy Sunday, I hope you are ready for the week ahead.
Whenever you are ready, here are four ways I can help you elevate your brand, communication, and leadership presence:
Storytelling and communication strategy – Develop clear, compelling narratives that drive engagement, build trust, and deliver measurable results. This service includes a 90-minute deep dive into your brand goals, a storytelling audit of your current content strategy, a custom communication blueprint, and a follow-up action plan with milestones and KPIs. Perfect for brands, startups, executives, and marketing teams looking to refine their messaging.
Leadership communication coaching – Gain confidence and clarity in public speaking, media interviews, and high-stakes communication moments. This includes monthly 1:1 coaching sessions, content refinement with script and speech reviews, audience engagement training, and on-call support for key speaking engagements. Ideal for leaders, founders, and executives preparing for public platforms.
LinkedIn personal branding strategy – Build an authoritative and engaging presence on LinkedIn. Get a 90-minute personal branding audit, monthly strategy sessions, profile optimisation, and a structured content framework to help you consistently show up and grow your influence. Designed for executives, entrepreneurs, and thought leaders looking to establish their voice.
Brand narrative workshops – Align your team with a unified brand voice and powerful storytelling principles. This full-day workshop (virtual or in-person) includes interactive team exercises, a custom workbook with templates and frameworks, and a follow-up debrief with an actionable communication plan. Best for marketing teams, leadership teams, and agencies looking to strengthen their brand storytelling.