The 'set it and forget it' model in content marketing, where you create a course and a funnel and then let it run without making any changes, is becoming less effective. People now value authenticity and want content that feels alive. It is important to be agile and flexible, willing to experiment and change strategies when needed. The idea of having a fixed system or foundation that works forever is no longer realistic in the constantly evolving online landscape. Business owners and entrepreneurs need to adapt and evolve with their community, clients, and offerings. Being a creator-led business allows for fluidity and following one's own creative flow, which can lead to more fulfilling and successful outcomes.