Are we giving creators enough credit for the businesses they're helping build? We talk a lot about followers, engagement rates, and viral content. But there's a much bigger shift happening in the creator economy. Creators are becoming a meaningful part of how consumers discover products, evaluate brands, and make purchasing decisions. And the companies recognizing this are changing how they work with creators. Instead of treating creators as another advertising channel, they're bringing them into product development, brand strategy, and long-term growth. At the same time, agencies and technology platforms are building the infrastructure that makes these partnerships more transparent, measurable, and sustainable. The interesting question isn't whether creators can influence purchasing decisions. We already know they can. It's whether brands are building relationships that last beyond the next campaign. I'd love to hear your perspective: What do you think brands still misunderstand most about working with creators?