Happy Monday, Creators 👋

In a recent conversation with talent manager Aneesh Lal, founder of Wishly Group, on my ConvoRoom podcast, we walked through a roadmap for creators—it was a reframing of what it means to participate in what is no longer just a “creator economy,” but, as Lal put it, simply “the economy.”

For his clients, securing representation helps them scale their business, especially when it comes to securing brand deals. For many creators, the idea of having a manager signals legitimacy. It suggests arrival. But according to Lal, who represents dozens of business-focused creators and has helped generate millions in brand deals, that instinct is often premature.

“What I don’t need,” he explained, “is potential. I need proof.”

That proof isn’t defined solely by follower count. In fact, some of the most promising creators may have smaller audiences with unusually high engagement. What matters more is whether a creator has demonstrated the ability to consistently hold attention—and convert that attention into trust.

In other words, representation is not a starting point. It is an accelerator.

Lal evaluates creators using what he calls the “three C’s”:
charisma, credibility, and character.

The first—charisma—is the most visible. It’s the ability to tell a story in a way that makes people feel something. In crowded digital spaces, especially in less inherently exciting sectors like B2B technology, this skill becomes a differentiator.

But charisma without credibility is fragile.

“Can you actually go deep,” Lal asked, “or are you just repackaging what everyone else is saying?” Original thought, he noted, is increasingly rare—and increasingly valuable.

Still, it is the third “C” that often determines long-term success.

Character.

In an industry built on perception, reputation travels quickly. Lal detailed how he would call trusted sources to learn about potential clients. Sometimes, the feedback disqualifies otherwise qualified creators. “You’d be surprised,” he said, “how many people look good on paper but don’t win in the character department.”

One of Lal’s most practical insights was also one of his simplest: “The closer you are to the money, the more money you can make.”

Specifically thinking about B2B creators on LinkedIn, those who operate in revenue-adjacent spaces—sales, marketing, operations—often command higher rates because their audiences influence purchasing decisions. By contrast, creators focused on job-seeking or general inspiration may attract large followings but struggle to monetize consistently.

This is not a moral judgment. It is a market reality. Brands invest where returns are measurable. For creators, especially those early in their journey, the question becomes strategic: What problems are you solving, and for whom? And is that audience positioned to pay or to influence those who can?

I hope this message finds you well. I’m sharing from my heart in hopes that you will be inspired to unearth and live out your God-given purpose. Hopefully, something I said resonated. I would love to hear from you if so. Please feel free to reach out to me on social media.

FYI: I’m mostly active on LinkedIn these days. If you were forwarded this message, you can subscribe here to receive thoughts like this directly in your inbox. And don’t forget to check out the latest episode of my podcast, ConvoRoom with Mark Allen Patterson.