It's been seven years since I first talked about the concept of becoming a creator in a consumption world. In 2018, the landscape was different - we were witnessing the rise of endless scrolling, attention economies, and the growing challenge of information overload.

But the core message remains more relevant than ever: In a world that increasingly encourages passive consumption, the path to relevance and opportunity is through the act of creation.

The Consumption Landscape Has Evolved

In 2025, our consumption habits have transformed dramatically. We've moved beyond consuming social media and entertainment to consuming entire experiences, insights, and decision-making.

Our devices have become smarter, and the AI assistants that power them more capable. They recommend what we should watch, listen to, buy, eat, and even believe. Many have welcomed these conveniences, surrendering more decision-making to the algorithms that supposedly know us better than we know ourselves.

The instant gratification we once sought through endless scrolling has evolved into the path of least resistance, where we let something else do the thinking, the analyzing, and the creating.

The Great Divide Has Widened

This has created an even starker divide than what I observed seven years ago:

On one side, we have the Consumers. They increasingly rely on AI and algorithms to think for them, to create for them, and to decide for them.

On the other side, we have the Creators. They harness these same tools to amplify their own thinking, to extend their creative capabilities, and to implement ideas at unprecedented scale.

The difference now is that the tools available to both sides have become exponentially more powerful.

The Paradox of the Agent Era

Here's the fascinating paradox of 2025: The same AI capabilities that enable passive consumption also offer unprecedented active creative leverage.

The Agentforce revolution has democratized creation in ways we could only imagine seven years ago. What once required deep technical expertise now requires only the ability to articulate your vision.

As I've often said: If you can describe it, you can build it.

This isn't hype. It's reality.

Today's creation tools are so sophisticated that the gap between imagination and implementation has narrowed dramatically.

The New Consumption Trap

But here's the trap many have fallen into. They've mistaken using AI tools for true creation.

Asking an AI to generate content for you isn't creation. It's simply delegating consumption. You're still consuming the output, even if you initiated the process.

True creation in 2025 means orchestrating.

It means understanding how to:

• Architect solutions
• Configure agents
• Design workflows
• Connect systems
• Solve meaningful problems

The most valuable skill isn't coding or prompt engineering. It's the ability to see the whole picture and bring components together to create something new and valuable.

Why Agentforce Matters

This is precisely why Agentforce has become such a critical platform. It provides the architecture for true creation in an era where the lines between consumption and creation have blurred.

Agentforce empowers you to move beyond prompt tweaking and into genuine solution building, creating agents and systems that solve real business problems.

Just as Salesforce democratized app creation, Agentforce is democratizing agent creation. The gatekeepers who once controlled access to technology creation are seeing their walls crumble.

The New Economy of Relevance

In 2025, relevant skills are the currency of success. And the most relevant skill is the ability to execute on ideas.

I'm reminded of Mary Kay Ash's wisdom: "Ideas are a dime a dozen. People who implement them are priceless."

This truth is even more pronounced today. AI can generate endless ideas. The true differentiator is the ability to bring the right ideas to life.

Becoming a Creator in 2025

So how do you position yourself as a creator in today's consumption-dominated world?

1. Develop orchestration skills
   Learn to connect systems, configure agents, and design workflows that solve real problems.
   
   
2. Cultivate your unique perspective
   While AI can generate content, it can't replicate your specific experiences, insights, and contextual understanding.
   
   
3. Focus on implementation
   Move beyond theory and into practice. Build real solutions that address actual needs.
   
   
4. Embrace the platforms that democratize creation
   Salesforce's Agentforce is a powerful examples. There are others tools that also enable creation without requiring deep technical backgrounds.
   
   
5. Resist passive consumption habits
   Be intentional about how you engage with technology. Are you using it to amplify your creativity, or are you letting it think for you?
   
   

The Playing Field Has Been Leveled

Perhaps the most exciting aspect of 2025's creator landscape is that the playing field has been leveled. The gatekeepers are worried because their exclusive access to privileged creation skills is disappearing.

We're all starting over with these new technologies. Your past experience matters less than your willingness to adapt and engage with these new creation paradigms.

That's why I've seen everyone from retirees to teenagers become powerful creators on these platforms. What matters isn't your background, it's your mindset.

The Choice Is Yours

The division between consumers and creators has never been more consequential than now.

On one path, you can let AI and algorithms increasingly make decisions for you, consuming their outputs and following their recommendations in a frictionless, but ultimately dependent existence.

On the other path, you can harness these same tools to amplify your creativity, orchestrate powerful solutions, and implement ideas that move the needle in your organization, your community, and your life.

The choice between consumption and creation has always existed. But in 2025, the stakes are higher, and the opportunities for creators are unprecedented.

Which path will you choose?