Stop Creating More, Start Creating Meaning

Content is everywhere, but meaning? That’s what cuts through the noise.

On the latest episode of Talking Too Loud, I sat down with Scott Belsky—Adobe's Chief Strategy Officer, Executive Vice President of Design & Emerging Product, and founder of Behance—to dive into the future of content creation. Belsky believes we’re entering the "Meaning Economy," where what resonates matters far more than how much you create.

With AI making it easier than ever to churn out content, the bar has shifted. People don’t care about volume. They care about stories that stick.

Think about Nike. It’s not just a brand selling shoes. It's a brand infused with meaning. From the rise of Michael Jordan to standing with athletes on issues that matter, Nike carefully selects the stories it tells, injecting value and scarcity into something that could otherwise feel commoditized. We don’t just buy the shoe; we buy the meaning behind it.

I agree with Scott. Brands with strong stories and meaning are going to become more valuable as AI proliferates. It makes me more bullish that video is going to be one of the key ways to convey and establish meaning in brands. 

Here are some ways to get in on the Meaning Economy:

• Find your emotional hook: What’s the one thing in your story that will make people feel something? Start there.

• Keep it real: Audiences crave authenticity. Drop the fluff, and let your personality and purpose shine through.

• Focus on impact over output: A single powerful story will do more for your brand than a dozen forgettable pieces.

The best stories hit hard. They connect emotionally, they stand out, and they stick. And here’s the kicker: meaning doesn’t scale, and that’s exactly why it’s so valuable.

So ask yourself: Are you creating content that truly matters? Because in a world of endless noise, meaning is what makes you unforgettable.