Most creators are earning below minimum wage.

That’s not hyperbole. It’s reality when you do the math on hours spent versus income earned for the average creator. The ones who break through aren’t just more talented—they think differently about their business.

Recently, I had the chance to sit in on a conversation with Codie Sanchez, one of the most influential voices in business and finance content, with over 5 million followers across platforms. Here’s what she shared:

1. Build Systems, Not Just Content

Codie’s first major insight: most creators confuse being busy with building a business. Posting consistently is not a business strategy. You need repeatable systems—for content production, distribution, monetization, and audience growth.

Her team runs like a media company, not a solo act. She has editors, writers, researchers, and a sales team. Most creators think they need to do everything themselves. Codie says that’s what keeps creators small.

2. Own Something

Ad revenue and brand deals are renting. Codie’s framework: use content to drive people toward things you own—a newsletter, a product, a company, real estate, equity. Followers are an asset only if they lead to owned revenue streams.

Her newsletter, Contrarian Thinking, is one of the top-performing newsletters in the finance space and generates millions in revenue. She used her audience to build it—not to sell it to brands.

3. Money Loves Speed

One of her most-quoted lines. Codie’s advice: stop overthinking, start shipping. Most creators spend 80% of their time creating and 20% distributing. Flip it. Distribution compounds. Creation without distribution is a hobby.

4. Niche Down, Then Expand

Codie’s content started narrow: acquiring small businesses. That specificity built a hyper-loyal audience. Once she had trust, she expanded into wealth, entrepreneurship, and investing. Trying to be everything to everyone at the start is a trap. Pick a lane, go deep, then widen.

5. Underpriced Attention Is Everywhere

Codie’s investment thesis applies to content too. Look for platforms and formats where the cost to reach people is low and the competition is sparse. She was early on newsletters, early on long-form YouTube, and early on TikTok for business content. First mover in underserved channels compounds.

6. Revenue Is the Real Metric

Followers and views are vanity unless they connect to revenue. Codie tracks how much revenue each channel drives—not just followers or engagement. If a platform isn’t converting, she either fixes it or deprioritizes it.

7. Treat Every Piece of Content Like a Business Card

What’s the one thing you want someone to do after consuming your content? If you can’t answer that, you’re creating without a strategy. Every video, post, or email should have a clear call to action tied to a monetization goal.

8. Hire Before You’re Ready

Codie advocates for bringing on help earlier than feels comfortable. The cost of staying small—lost opportunities, slower growth, burnout—is higher than the cost of a VA, editor, or ops person. Scale the human capital side of your business before you scale the content side.

9. Be the Media, Not Just the Talent

The highest-earning creators don’t just make content—they build media companies. They own the IP, the platform, the audience, and the revenue. Talent gets replaced. Owners compound.

10. Ask Better Questions

Codie’s closing advice: most people ask “how do I get more views?” The better question is “how do I build something that makes me financially independent?” Views are an input. Freedom is the output. Build for the output.

What This Means for You

If you’re a creator reading this, the takeaway is simple: treat your content like a business from day one. Build systems. Own your audience. Diversify your revenue. Hire sooner than you think you need to. And always know what you want your audience to do after they consume your content.

Codie built a multi-million dollar media business from content. The path isn’t complicated—but it requires thinking like an owner, not a creator.