Creating through chaos: 3 smart shifts for uncertain times

The headlines are loud, the economy feels shaky, and forecasts are packed with more questions than answers.

If you’re a business owner, creator, or online entrepreneur, it’s hard not to feel the pressure right now. The cost of goods is climbing. Consumer confidence is shaky. Big players are pulling back. And everyone—from Amazon to Shopify—is adjusting their strategy in real time.

So the question becomes: How should you respond?

We know you might be feeling on edge right now. Maybe you’re wondering what this means for your 2025 income goals or if you should change the date of your next product launch.

You’re not alone—and you don’t have to figure it out all by yourself. You also don’t need to overhaul your whole business or go quiet on socials until things blow over.

In this post, we’ll give you the gist of current market events and three practical, proven moves to future-proof your business without burning out. Let’s break them down.

What’s going on with the market right now?

Before we dive into strategy, here’s a quick pulse check.

• The U.S. scheduled sweeping new tariffs: 10% on all imports, and up to 25% on countries like China and Mexico—initially set to take effect the week of April 7, 2025.
• Just days later, on April 9, the White House reversed course, issuing a 90-day pause on all country-specific tariffs with the exception being China, which now faces a 125% tariff, effective immediately. The proposed 10% tariff on all imports, irrespective of country of origin, is still scheduled to take effect.
• The end of the de minimis exemption means creators selling physical goods—especially drop-shipped or DTC products—face steeper costs and slower fulfillment.
• Ad spending is down. Consumer uncertainty is up. And supply chains are wobbling again.

If it feels like the rules are shifting daily, it’s because they are. And that back-and-forth only makes long-term planning harder. The good news is that whether you're a team of one or one hundred, you can pivot, adapt, and protect your business with smart, strategic shifts.

What this means for online business owners

Let’s zoom out for a second: When things get uncertain, people don’t stop spending money altogether—but they do start scrutinizing their discretionary spending.

That means fewer impulse buys and more long-term ROI decisions. Less “this looks cool” and more “this helps me grow.” When people feel pressure, they look for tools, skills, and support systems that make them feel capable and in control again. 

Which is precisely where creators, educators, and online entrepreneurs come in.

And history backs this up.

In 2008, during one of the most turbulent financial periods in modern history, a wave of educators, creators, and YouTubers rose from the noise. 

They didn’t have fancy studios or million-dollar brands—they had knowledge, a camera, and a desire to help. Audiences flocked to find free entertainment, but many also turned to YouTube for educational content. 

Why? Because when the job market collapsed, people turned to upskilling and self-employment as a way forward.

So while markets shift and costs climb, the demand for transformation doesn’t go away. If anything, it sharpens. People want traction. They want to feel like their next move matters. 

Online entrepreneurs and creators are in a rare position to deliver that—right now.

What pivots should you be making?

1. Invest in your business and diversify your income with digital products

If your business depends on a warehouse, a shipping lane, or someone else’s supply chain, you may be exposed to delays, disruptions, and rising costs.

That doesn’t mean you need to abandon a physical product business altogether. 

Many creators and entrepreneurs will absolutely bounce back, especially those with loyal audiences and great products. 

But diversification is what gives you options. Adding digital products to your business can allow you to continue delivering value, even when supply chains slow or costs spike.

Your knowledge, your story, your process—those are resources you can package and deliver no matter what’s happening in the world.

When done right, digital products can become freedom engines. They’re low-overhead, scalable, and 100% yours. 

In an economy where consumer trust is shaky, digital products deliver the things people always spend on: education, skill building, connection, and transformation.

How to make the shift:

• Ask your audience what they’re struggling with—use polls, DMs, or email replies to collect themes.
• Spot the patterns—look for one specific, repeatable problem you can help solve.
• Decide how to solve it—choose a format that fits their needs (course, digital download, coaching, etc.) based on how your audience says they learn best.

Example: A wellness creator pivoting from only offering DTC supplements to a $27 “Wellness Entrepreneur Starter Kit” with templates, sales scripts, and a Notion planner.

Adding effective digital products to diversify your income isn’t about jumping on a quick trend. When all is said and done, you want to build something that lasts. Something that you own, that scales with you, and that delivers lasting value to your audience.

2. Offer low-ticket products that meet people where they are

Not everyone’s ready for a $500 course or $2,000 program—especially when budgets tighten and uncertainty creeps in. But that doesn’t mean they’re not looking for help. In fact, this is when small, specific offers shine brightest.

Low-ticket digital products lower the barrier to entry. They give your audience a quick win, build trust, and open the door to future sales. More importantly, they prove your value—fast.

And for you? They’re scalable, evergreen, and easy to build. They don’t require 50 email sequences or a team to manage them. They just need to solve one problem well.

How to make the shift:

• Repurpose what’s already working—take your best freebies or checklists and add depth to turn them into a paid product.
• Focus on distinct, clear results—solve a small but meaningful pain point your audience faces regularly.
• Keep it lean and fast—choose a format that delivers value in under an hour (guide, workshop, swipe file, etc.).
• Price it accessibly—test price points between $9–$97 to find your entry-level sweet spot.
• Use it as a funnel primer—introduce it as a “starter kit” or tripwire to build your email list and qualify leads.

Example: A business coach creates a $19 "Client Onboarding Toolkit," including email templates, checklists, and scripts to help new entrepreneurs streamline their client intake process.​

Low-ticket doesn’t mean low-value. It means meeting your audience where they are, especially in seasons when people are cautious but still committed to growth. In tight markets, the path to your high-ticket offer starts with trust. And trust starts with a low-stakes yes.

3. Be a voice your audience can relate to and rely on

When the noise gets louder, people notice who stays grounded. In turbulent times, your presence—more than your polish—is what keeps people around.

This isn’t the time to disappear or pretend everything’s fine. It’s the time to be honest, steady, and human. You don’t need to have all the answers. But you do need to be someone your audience can trust through the noise.

How to make the shift:

• Talk about the hard stuff—acknowledge the uncertainty, name what’s shifting, and say what you’re seeing.
• Share your process, not just your finished product—show how you’re navigating change alongside your audience.
• Prioritize congruency in character over perfection—drop a weekly insight, reflection, or voice note they can rely on.
• Ask more than you tell—use polls, questions, surveys, and lives with your audience to create a two-way relationship.
• Reflect before you pitch—anchor your offers in empathy, not urgency.

Example: A business coach replaces her usual promo post with a story about why her first product launch flopped—and invites followers to share what they’re struggling with this month.

In uncertain times, relevance is resilience. Creators who create with their people—honestly, consistently, and empathetically—earn attention and trust. And trust is what sustains you when algorithms shift, markets dip, or momentum stalls.

Conclusion

There’s a lot you can’t control right now—but there’s even more you can. And no matter what changes in the market, we’re here to help.  

The creators who stay steady, listen closely, and adapt wisely will weather the storm—and may even expand through it.

You don’t need to predict the market. You need to be responsive to your people.

The most resilient creators aren’t the loudest. They’re the ones who stay close to their community, make intentional moves, and build offers rooted in real need.