242: Why Growth Feels Harder in 2025 (And What Actually Changed)

Is it just me, or does online business feel heavier lately?

I’ve heard it from so many digital entrepreneurs and I’ve felt it too. Growth feels harder. Funnels aren’t converting like they used to. Collaborations don’t bring the same momentum. Traffic and engagement are down across the board. And guess what? It’s not your fault. The rules of the game have changed, and this episode is where we start rewriting the playbook.

In this kickoff to a special series, I’m breaking down exactly why your 2021 strategy isn’t cutting it in 2025—and what to do instead. You’ll learn about the three major shifts that have disrupted the old ways of growing, and I’ll introduce you to the Creator’s Growth Flywheel: the new model for creating predictable, compounding growth. 

The truth is, your business isn’t broken. You already have what you need. Now it’s about connecting the pieces so they actually work together.

What You’ll Learn:

• Why traffic is down—and it’s not your imagination

• The critical mistake of relying on disconnected tactics

• How AI has changed content marketing (and what still works)

• Why your perspective is now your most valuable asset

• What the Creator’s Growth Flywheel is and how it works

• The five stages every online business needs for compounding growth

• A quick, free tool to diagnose your biggest opportunity

If you’ve been spinning your wheels, wondering what changed and why it feels so much harder to grow—this is the episode you need. And don’t skip your homework. Head over to: https://destinicopp.com/sloan to run your free 5-minute diagnostic with Sloan. She’ll show you exactly where your biggest growth opportunity lies.

Listen now and let’s rebuild your momentum, one system at a time.

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Transcript:

Welcome to the Creator's MBA podcast, your go-to resource for mastering the art and science of digital product entrepreneurship. My name is Dr. Destini Copp, and I help business owners generate consistent revenue from their digital product business without being glued to their desk, constantly launching, or worrying about social media algorithms.

Hi there, Destini here, and welcome back. Before we jump in today, I want you to think back to when online business felt easier. When your funnels ran well, visibility felt doable, and one good collaboration could carry you through an entire quarter. If you've been wondering why things feel different now, you're right. They are.

We are in a completely new era—one shaped by AI, smarter buyers, shifting algorithms, and a marketplace that demands clarity and connection like never before. That’s why I created this special episode series where we’ll talk about the Creator’s Growth Flywheel.

Over the next few episodes, I’ll break down what’s changed, what still works, and how to rebuild the system your business needs heading into 2026. Because here’s the truth: your business isn’t broken. You’ve already built so many of the pieces you need—the offers, the funnels, the audience. What’s missing is the structure that pulls it all together so your growth compounds. And I want to start there.

Let’s talk about the shift you’re feeling.

First, traffic is softer. If you’re a blogger, you’ve probably noticed your website traffic has dropped dramatically. Funnels that used to convert are no longer performing the same. Summits and bundles don’t bring the momentum they once did. Discovery is harder. Engagement is harder. Growth overall feels heavier.

This has nothing to do with your talent or work ethic. The system you built three, four, or five years ago wasn’t designed for today’s environment. Consumer behavior has evolved. Attention has moved. Business owners struggling the most right now are the ones still trying to run a 2021 strategy in a 2025 world.

But people are still buying digital products. They’re still signing up for events. They’re still investing in themselves. They’re just buying from people who are human, have relevant offers, are specific about their transformation, and are trustworthy. They’re not buying from people who are winging it and hoping something sticks.

Let’s talk about the three big shifts that broke the old playbook.

1. Attention has moved off your website. People are no longer browsing—they’re following. Discovery happens through podcasts, newsletters, YouTube, LinkedIn, or Instagram. If your strategy is still reliant on driving traffic to your homepage, you’re going to feel invisible.

2. Generic content doesn’t work anymore. AI can answer broad, surface-level questions. But it can’t replace your judgment, your perspective, and your lived experience. That’s your differentiator. Your point of view is the product.

3. Disconnected tactics don’t work. A funnel is not a complete system. A lead magnet isn’t either. A newsletter on its own doesn’t drive predictable growth. Each of these can work, but only when they work together as part of a clear customer journey.

So, what still works?

The fundamentals didn’t disappear—they evolved. Clear, specific offers that solve one meaningful problem still work. Consistent weekly content that builds trust and positions you as a guide still works. Aligned collaborations with those who already reach your ideal audience still work. Simple, connected funnels that don’t end at the thank you page—but lead deeper into your world—still work.

Online business still works. Just not in the old way. It works when your efforts function as a system. And that’s where the Creator’s Growth Flywheel comes in.

Let me introduce the five parts:

1. Attract: Be discoverable in the places your ideal customer already spends their time.

2. Engage: Give them a strong first experience—via a lead magnet, welcome sequence, or tripwire that sets them on a guided path.

3. Nurture: Show up with consistent content—newsletters, podcasts, or videos—that build trust and reinforce your positioning.

4. Retain: Turn customers into repeat buyers with post-purchase support, next-level offers, and ongoing programs.

5. Advocacy: Encourage your best customers to share, promote, and amplify your work.

When all these move together, everything changes. Your effort creates momentum. That momentum compounds. Your business transforms.

So here’s your first step. I created a five-minute diagnostic to give you clarity. Before moving to episode two, visit destinicopp.com/sloan. Sloan is my free custom GPT that walks you through your customer journey and helps you identify your biggest gap and greatest opportunity.

It's fast, it’s accurate, and honestly—most people are shocked by what’s really holding them back.

So your homework today: Take five minutes, run Sloan, and get clear on what needs your attention. Tomorrow, we’ll dive into why funnels are failing and how to fix them.

Thanks for listening, and I’ll see you in the next episode. Bye for now!