Forget what you knew about creators, or influencers like Mr. Beast and Charli D’Amelio who make content for YouTube, Instagram, and TikTok. Content creators are silently rewriting the innovation and strategy rule book for a multitude of established companies, particularly in the consumer goods and services industries. By changing how consumers search for and use products, creators are: 1) driving demand for increasingly specialized products and services; 2) accelerating product life cycles; and 3) changing what customers actually value.