Written by: Vickie Sullivan | March 17, 2026
The Messenger Now Matters More Than the Message
In a world of shrinking budgets, there are always “must-have” products and services that get a bigger slice of the pie. According to an IAB report synopsis, the creator economy is one of those golden children for 2026.
But the real story behind that investment isn’t about platforms or formats. It’s about something much more basic: who people trust—and why they want to trust the messenger before they even look at the message.
Move past the focus on younger buyers or consumer market segments. The surge in creator economy investment reflects a much bigger shift: In an environment of distrust, people trust the messenger first.
And that change is bigger than it appears.
In the past, the focus was on the message. We wanted to make sure it resonated and felt relevant. Sure, we needed credibility to back up our claims, but content took center stage.
Not anymore.
Before even engaging with content, folks now ask themselves: Do I believe this person? Are they telling me the truth or simply what they want me to believe so I’ll buy something?
That shift changes everything.
Today, thought leaders must establish a relationship before they spread their perspective. Your role in the marketplace is more important than ever. Trust is emotional, and it’s a moving target.
So, here’s the next step: Focus on two things right now.
- Defining your role in the marketplace
- Clarifying what you stand for
Make no mistake—things have changed.
What buyers believe is shaped by their opinions about us, not just logical agreement with the ideas we share. It’s no longer enough for ideas to resonate.
People have to trust the messenger delivering those opinions.
Now Read This:
- Thought Leadership in Sales: Where the Payoff Really Happens
- Turbo Charge Me Now helps you stand out in crazy, competitive markets