How Smart Creators Are Navigating Market Shifts (and Planning for 2026)

If 2025 taught us anything, it’s this: resilience isn’t about clinging to what worked. Yikes, that got us nowhere. Instead, resilience is about being bold enough to evolve. The market is shifting fast. Entire departments are disappearing, AI is rewriting how we create and communicate, and many of us, especially service-based entrepreneurs, are rethinking everything.

In this episode of Strategy Talks, I sat down with content strategist and fantasy author Haley Walden to unpack how creators are navigating market shifts, and how we can prepare our businesses, and our mindsets, for what’s next in 2026.

Haley works with coaches, consultants, authors, and creatives who are constantly adapting their positioning. She's also a second-degree black belt, a published epic fantasy writer, and someone who knows a thing or two about pivoting with purpose.

Navigating Market Shifts Starts With Letting Go of Old Labels

The first shift? It’s internal.

“You are not the service you provide,” Haley said. “You really have to go back to the core of who you are. Because beyond whatever that offer is that you've been selling, you have a wealth of knowledge, expertise, and experience to draw on.”

This resonated with me personally. I shared that for years, I identified as a social media strategist. But the work I was doing spanned so much more: livestreams, podcasting, content across multiple channels, email marketing.

I finally repositioned myself as a content strategist because that more accurately reflected the value I was bringing to clients. And that repositioning didn’t mean starting over — it meant getting honest about where I was already headed.

When the Market Demands a Pivot, Creators Get Creative

A market shift doesn’t always mean panic, especially if you’ve nurtured your creativity. For Haley, creativity isn’t separate from strategy, it fuels it.

She draws from her own experience as a writer and martial artist.

“If I actually go and train, if I’m really feeling mentally blocked, it can help me to move my body,” she said. “You don’t have to be a martial artist to apply that. Just get back into your body, it changes how you show up.”

Her fiction writing, too, plays a role in her professional work. “As a creative writer, I’ve built the skill of pulling on emotional threads,” she explained. “That helps me write emotionally resonant content for clients. It’s about understanding how your audience feels and what makes them take action.”

If you’re a creator feeling stuck in a shift, ask yourself: What creative muscles have I developed that I can use right now?

Helping Clients Navigate Market Shifts Means Getting Specific

Haley often helps clients who think they’re positioned well — until the market tells them otherwise. She shared this example:

“If someone says ‘I’m an expert in food,’ that’s too broad. Are you an expert in food prep? Gut health? Paleo eating? You have to niche down, otherwise nobody knows what to recommend you for.”

And here’s the twist: many business owners resist niching down because they’re afraid of losing work. But, as Haley said,

“Your unique voice is going to resonate with people differently. Even if there are a hundred other people doing what you do, you’re the only version of you.”

That’s the kind of clarity you need to thrive during a market shift.

AI Is Changing How We Show Up, And What We Say

We couldn’t talk about 2025 without talking about AI. I shared a recent insight from Joe Pulizzi, who predicts that in the next 10 years, how we access content will change drastically — through wearable tech, connected devices, and AI-powered search.

That means how people search is already changing. In traditional search, someone might type: “gluten-free meal plan.” In AI? They’ll ask: “What’s the best gluten-free meal plan for someone with thyroid issues who exercises 4x a week?”

If your content only answers the first question, you’ll be invisible to the second. That’s why I said on the show: “Start creating content that answers deeper, more specific questions. Not just what your audience asks, but what they’re really asking.”

It’s not enough to post: you need to create. Long-form, searchable, evergreen content is the foundation. Whether it’s a blog, podcast, or YouTube channel — pick one and own it.

What To Do When a Market Collapse Isn’t a Pivot but a Free Fall

Not every shift is subtle. Sometimes, entire service offerings become irrelevant — and fast.

If you’re in an industry where AI or automation is eliminating roles (hello, social media managers and copywriters), Haley had a clear recommendation: don’t cling. Reinvent.

“Go back to your transferable skills,” she said. “What else have you done? What else are you good at? Are there adjacent offers you can create? Is there tech you can embrace? Could you teach instead of deliver?”

She’s seen copywriters become AI trainers, content strategists double down on niche services, and creatives evolve into consultants. The key is to stay in motion and don’t wait until you’re in crisis.

If You're Navigating a Shift Alone, Here's What We Want You to Know

To those of you who’ve lost a job, lost momentum, or lost direction — we see you.

“Start showing up as an expert,” Haley advised. “Don’t be a chameleon. Don’t just blend into everyone else’s brand. Create your own content. Talk about what you know. Build your platform.”

I added this: “Make sure you’re creating long-form content — not just posting. Long-form content fuels everything else. Start with something you own, and repurpose it everywhere.”

And if you’re worried about what to create? Talk it out. Record a voice note. Open a blank doc. Have a conversation with a colleague. Anything that gets you moving is better than staying stuck.

As Haley said,

“If you're not doing that, it's going to be really easy for the tidal wave just to sweep you under.”

So don’t wait. You’re not behind. You're in the pivot. Let’s make 2026 the year we show up differently — with clarity, strategy, and a little creativity.

10 Smart Prompts You Can Ask AI to Help Navigate Market Shifts

Want help crafting your own pivot or planning your 2026 content strategy? Try these ChatGPT prompts:

• “What are some adjacent services I can offer based on my current skill set in [industry]?”

• “Help me write a new brand positioning statement for my [coaching/consulting/creative] business.”

• “Give me a list of long-tail keywords based on my expertise in [niche].”

• “Create 10 blog post ideas that speak to my target audience's current pain points.”

• “Summarize the emotional drivers of customers in the [X] industry during market shifts.”

• “How can I reposition myself as a content strategist instead of a social media manager?”

• “Draft an outline for a personal brand story that aligns with my new direction.”

• “Give me a monthly content strategy for a small business navigating an industry shift.”

• “Create a list of FAQ-style questions my audience might ask in AI search about [topic].”

• “Help me repurpose this long-form video/podcast into a blog and social content plan.”