Circling Back: McKinsey for content creators

Most influencers and content creators don’t start making videos because they want to run a small business. But as the brand deals, ad revenue, and merch sales start to pile up, many creators run into a problem with their new reality: They haven’t a clue how to run a small business.   Enter a startup appropriately named Boring Stuff. Founded in 2024 and recently out of stealth mode, the outfit provides CPA, bookkeeping, and even fractional CFO services to YouTubers, influencers, and the like.   On this edition of Circling Back, Inc. reporters Brian Contreras and Chloe Aiello go inside Brian’s recent profile of Boring Stuff and what it says about a creator economy that’s apparently here to stay.   Plus, Chloe and Brian close the loop on Gourmet’s journey from storied magazine to defunct trademark to email newsletter, and Ryanair’s “Big Idiot” seat sale.