Hey Reader,

Have you noticed how some creators seem to thrive while others struggle?

I've spent years watching thousands of creators build businesses, and I've noticed some patterns.

The most successful creators don’t just create more content—they master three specific skills that set them apart:

1. Capture and maintain attention

The most valuable currency in the creator economy isn’t followers or subscribers—it’s attention.

Platforms care about one thing above all else: can you hook attention and maintain it? YouTube tracks watch time. Instagram measures if viewers watch your entire Reel. TikTok monitors completion rates.

Can you get 100% watch time? 110% watch time?

This isn’t about clickbait. It’s about understanding how to structure your content so people stay engaged from start to finish.

If you only learn one skill as a creator this year, make it this one.

2. Master business

It’s really tempting to say, “Oh, I just want to make things. I’ll let someone else figure out the business side.”

But creating great content is just the beginning.

Most creators shy away from learning about sales, marketing, and finances. They’d rather just focus on making content. But top creators deliberately master business with the same intensity they bring to their craft.

Yes, it’s possible to hire people to help you. But the creators who reach the highest levels of success are the ones who understand the business fundamentals themselves, even if they ultimately delegate them.

3. Own your audience

Building on social platforms is building on rented land.

Algorithm changes can decimate your reach overnight. The platforms can shut down or ban your account without warning. You have no real control.

Smart creators use social media for discovery but then create clear pathways to move their audience to channels they own—primarily email. At Kit, we see this pattern consistently: creators who own their audience build more resilient businesses.

Converting followers to email subscribers gives you direct access that no algorithm can take away. That’s how you and I can have this direct connection right now.

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Which of these three skills do you need to focus on most? Pick one and start there.

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PODCAST

My Advice for Creators & Entrepreneurs in 2025

Today, I’m joined by Haley from the Kit team for a Q&A where we answer your questions about building a creator business that lasts.

We cover things like:

• The real limits of solo entrepreneurship
• Whether to sell high-ticket or low-ticket
• How I stay productive without burning out
• What it’s like working with celebrities like Matthew McConaughey and Morgan Freeman at Kit

Also, why are celebrities suddenly launching newsletters? We talk about that too.

​Watch or listen to episode »​

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KIT FEATURES

Your Kit just got more powerful

This overview video shares a bunch of recent feature updates and improvements to Kit:

• Media gallery improvements
• Attribution data for subscribers
• Smart Recommendations
• Potential matches for Recommendations
• “Consistent creator” and “Growing fast” statuses
• Creator Profile external links
• New apps in the Kit app store
• Quality of life improvements
• Kit app store developer updates
• Build a Kit app without coding experience

​Watch video »​

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VIDEO

Using My Blackhawk to Recover an Aircraft & Fallen Pilot No One Else Could Reach

I started following Dave when he and his crew helped pour concrete at Cerro Gordo. They showed up with a full crew and accomplished a task no one else would do—even for $250,000. Since then, his channel has grown by 10x and it’s because he does incredible things like this.

​Watch video »​

Have a great week!

—Nathan