Facing the Counterfactuals (How to Navigate the eCom Downturn)

A Boom to the Creator Economy?

• Counterfactuals give us a what-if thinking. It’s thinking through scenarios that haven’t happened, but what if they did? They help us analyze our past performance
• “Counterfactual analysis makes up a lot of like our cause-effect thinking when we're thinking about how to apply a situation in a new context because nothing is ever the same and the pace of change is happening faster and faster.” -Brian
• The concern that many have right now is where do customer place their loyalty? Will they be more experimental or less experimental? They're going to go to the things that they know and return to defaults
• There is a demand for growth and demand for goods right now that's being pent up. The demand is there, but it's not being met
• In a downturn, more money is necessary for all areas of life, causing people to look for another job, side gig, and ways to bring in that extra income. With everything increasing, there will be a people supply as well, which in hand would lead to a boom in the creator economy 

Associated Links:

• Insiders #123: A Marketer's Guide to the Multiverse of Madness
• Stocking up and Seeking Out, Rightpoint
• Stay tuned for VISIONS 2022…coming soon!
• Subscribe to Insiders and Senses to read more of our hot takes! 
• Listen to our other episodes of Future Commerce
• Check out Decoded, our newest limited series

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