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Periods of heightened uncertainty are challenging for any business to negotiate, but it's during turbulent times that reliable and stable partners show their value. For creators and independent publishing, it'll become ever more clear in the years ahead of which tools and platforms are best equipped to support their long-term success, and which might make their business vulnerable situations.

The economic outlook for the world is looking increasingly precarious, and business owners should be prepared to be facing challenges as the year continues to take shape. The budgets of consumers are decreasing - thanks to runaway inflation and the fallout of conflict in Europe and elsewhere revenue-related challenges are now inevitable for many companies.

The great news for companies who are monetizing their audience through membership models is that even though subscription revenue is not impervious to the impact of economic fluctuations however, it's generally more protected in comparison to the revenues generated by other channels such as sponsorships, advertisements, and commerce. It's just assuming that the creators have chosen trusted technology partners that have stable and sustainable business models of their own which are able to help them navigate difficult situations effectively.

As I've argued previously anyone who is a creator or an independent publisher who wants to create an ongoing membership or subscription business needs to think carefully when selecting monetization and technology tools. The tendency to go with the "cheapest" choice is normal however, publishers and creators who I collaborate with are typically seeking to switch to different platforms and tools because their existing partners have or have not met their needs or failed to give them ample opportunities to expand the scope of functionality and features they have, or provide lackluster support and guidance.

These frustrations become worse during tough times for economic growth. When the demands of audiences, market variables and economic conditions change quickly over time, the final thing creators should need to think about is tools for monetization that are that are preventing them from achieving. Janky technology, lost revenue opportunities and operational headaches are annoying at the best of times However, during times in which things are not stable, the impact of these issues will quickly increase to the point where they can pose significant risks to entrepreneurs.

It's more crucial than ever to ensure that the creator partners have established strong and stable businesses of their own, and won't leave customers in the lurch when they're forced to shift their product or focus to pursue revenue opportunities.

The best advice I can give to any creator firm that's worried about a challenging economy is to stay basic and concentrate on getting the basics right. Specifically:

• Deliver high-value, differentiated consistently high-quality, differentiated content.
• Create a smooth product and user experience that allows you to pay for and use this content as effortless as is possible.

And when it comes to technologies and tools for monetization I'd suggest developers to look at potential partners with greater care than ever in order to determine if they've got an understanding of their philosophies and strategies, proven products and track records, and have a commitment to subscription or membership models for the long haul.

Creators who continue to satisfy the expectations and needs of audiences and subscribers with the latest technology and tools in place that allow them to do so - should be in a position to not just be able to navigate the difficult economic environment but also emerge from the other side of them from strong positions.