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The times of uncertainty can be extremely difficult for businesses of all kinds to manage, however it's during turbulent times that reliable and stable partners demonstrate their worth. for independent creators and publishing, it'll become ever more clear in the years in the coming months which tools and platforms are best equipped to support the long-term growth of their businesses, and which might place their businesses in precarious situations.

The outlook for global economic growth is looking increasingly precarious, and entrepreneurs should anticipate to be facing challenges in the coming year as events take shape. Consumer budgets are shrinking - because of the runaway rise in inflation as well as the repercussions of war in Europe, among other factors - and revenue challenges are now inevitable for many companies.

The great news for companies that are making money from their membership model is that although subscription revenue is not immune to the effects of broader economic conditions but it's usually more secure in comparison to the revenues generated by other channels such as advertising, sponsorships, or commerce. This is assuming, however, that creators have selected reliable technology partners with stable and sustainable businesses of their own that will allow them to maneuver through tricky circumstances effectively.

As I've argued previously anyone who is a creator or an independent publisher looking to build a sustainable long-term subscription or membership-based business must be cautious when choosing the right tools for monetization and tech. A tendency towards the "cheapest" choice is normal however, publishers and creators that I have worked with are usually seeking to switch to different tools and platforms due to their current partners having either fallen short of expectations and have not provided enough space for growth in terms of the features and functionality they offer, or provided inadequate support and direction.

The frustrations are much more evident during challenging economic periods. When the demands of audiences, market variables and economic factors shift quickly over time, the final thing creators should need to be concerned about is the tools for monetization that are holding them back. Poor technology, missed revenue opportunities and operational headaches can be a nuisance at the best of times, but during periods that are unstable, their effects will quickly increase to the point where they pose a significant risk to entrepreneurs.

It's even more essential than ever that creator partners have built solid and long-lasting businesses of their own, and will not leave their clients in the dust when they're forced to shift their product or focus to pursue revenue potential.

The best advice I can give to any creator business concerned about a difficult economic time is to be easy and concentrate on establishing the fundamentals correctly. Specifically:

• Deliver high-value, differentiated consistently high-quality, differentiated content.
• Ensure a seamless product and user experience that makes paying for and accessing the content as simple as possible.

When it comes to technologies and tools for monetization I'd advise makers to examine prospective partners more closely than they have in the past in order to determine if they've got clear philosophies and outlooks with proven products as well as experience, and have a commitment to subscription or model of membership for long term.

Creators who are able to continue meeting the expectations and needs of their subscribers and audiences and who have the technology and tools in place that allow them to do so and are in a position to not just successfully navigate difficult economic times and successfully, but also to come out on the other end from strong positions.