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business model
Content-to-Commerce Thesis Vindication
Timeframe: Currently maturing, 3-5 years of continued growth
What's Changing
Media brands that were undervalued are becoming billion-dollar commerce businesses as content-to-commerce proves out
Driving Forces
Direct-to-consumer tools
Creator economy growth
Traditional media decline
Audience monetization sophistication
Winners
- Niche content creators with engaged audiences
- Content-to-commerce platforms
- Specialized media brands
- Creator-led businesses
Losers
- Traditional media companies
- Generic e-commerce
- Ad-only revenue models
- Broad audience plays
How to Position Yourself
1
Build in specific niches
2
Focus on engagement over reach
3
Develop commerce capabilities early
4
Create authentic audience relationships
Early Signals to Watch
Creator commerce revenuesMedia company valuationsDirect-to-consumer adoptionPlatform creator tools
Example Implementation
“Chernin Group bought undervalued content brands like Barstool, Exploding Kittens, and Meat Eater, then scaled commerce to create billion-dollar values”