Building In Uncertain Times

the path was never meant to be certain

and

Aug 20, 2025

I was sitting in a college business development class on December 1st, 2022. ChatGPT had launched to the public just the day before, and I had it open on my laptop, shocked at how fast it could write.

Our professor started talking about the job market; socially we were still recovering from Covid, but unemployment had stabilized. Then a student in the front raised their hand and asked, “What if we can develop an AI that could do a lot of the basic jobs instead of people?” I glanced over and saw he also had ChatGPT open. The professor chuckled and replied, smiling, “Well, that’s possible… but we’re still a long, long way from that happening.”

Now, less than three years later, we’re in the middle of major disruption and uncertainty. Reports show Gen-Z unemployment rising, tariffs fueling economic unease, political tensions climbing, financial struggles as fewer people under 30 own homes, and cultural uncertainty with AI leaders like Sam Altman saying, “The entire structure of society will be up for debate and reconfiguration.”

Reading that, you might think things are headed toward despair. But I’m actually more optimistic. The past five years have been full of shake-ups, but as we look ahead, I continue to ask myself how do we keep building when everything is so uncertain?

Many of this newsletter’s readers are pursuing, or already living, a creative career. If you want to make a living from creating, and you’re honest, the odds have always been slim. Choosing a creative path has never been safe. But the truth is, pursuing anything is a risk. Even in times of so-called certainty, success is never guaranteed. You’ll hit roadblocks. You’ll make mistakes.

It’s easy to fall into the trap of thinking that if just one external factor were different, things would be better. But the path has never been obvious. No matter what you pursue, there’s always risk.

There’s a narrative out there that younger generations are more risk-averse. But if being online has taught me anything, it’s that people of all ages are taking big swings and carving their own paths. Friends of the newsletter, Creator Camp, in particular comes to mind, a group of young people taking a bold risk, trying to compete with some of the biggest names in Hollywood.

Uncertainty is part of the deal. The path was never supposed to be clear. If you want to accomplish something that you are proud of get ready to take risk regardless of the surrounding circumstances.

As someone who consumes a lot of news, I can catch myself spending way too much time thinking about things I have zero control over. Being informed matters, sure. Understanding the current climate can be useful. But there’s a tipping point where obsessing over external factors only drags down what you can actually accomplish. A New York Post survey found that 19% of respondents fall asleep worried about politics or the current political climate.

I’ve noticed that when I cut out the noise and focus on what I can control, meeting new people, swapping political podcasts for ones about the industries I want to work in, and making my own work the best it can be; I’m far more productive and proud of how I spend my days. Some of this might sound like boomer mom advice “just don’t worry about it”, but every time I fall off track, narrowing my focus back to what’s in my power helps reset me.

The truth is, we’ve all gotten really good at consuming. But how much of what we consume actually helps us make better decisions about what we want to do? If I spend more time becoming an expert in the things I can control, rather than the things I can’t, I end up making better choices.

As you keep creating, focus on the places where you actually have influence. Chances are, you already have more power than you think.

Even in the middle of uncertainty, the chance to build a creative career, or pursue a professional path that didn’t even exist a few years ago, is everywhere. It’s not all bad news. According to the U.S. Bureau of Labor Statistics, marketing and creative positions currently have unemployment rates trending below the May 2025 national rate of 4.2%.

Contract work is on the rise, giving creatives more flexibility and freedom. Remote work has opened doors to opportunities you can pursue without leaving a place you love. According to another report creative economy workers continue to become better educated and better paid. And the tools to launch your own creative business have never been more accessible.

There is opportunity in the uncertainty, but you have to be willing to look for it. Explore uncharted areas. Experiment with how you find work. Take the risk of building something new. Building a career you’re passionate about should feel like an adventure, and every adventure comes with exploration.

So as the world shifts and the ground feels shaky, remember this: the path was never meant to be certain. But if you keep focusing on what you can control and stay open to new possibilities, you just might find yourself involved in something bigger than you imagined.

Keep creating and repeating,

- James

🆎 Fonts In Use: A rich, searchable archive documenting typography in real-world applications across media and industries.

🏔️ Outside is Magic: A podcast interview with Mountain Hardwear Brand Creative Director Anya Miller on meaningful work and creative leadership, and storytelling.

💻 Bakken & Bæck: A design and technology studio showcasing their work across strategy, design, and digital products.

📙 How to Build Your Secret Repertoire: Tobias van Schneider on curating a personal library of references and influences to fuel creative work.

Create.Repeat is a community for creatives.

The Create.Repeat Substack is a project designed to be a weekly diary on creativity. Sharing inspiration for artists to keep creating and repeating.

Written and curated by Zack Evans & James Warren Taylor

Each week we will be sharing recent thoughts on creativity, some links helping us stay creative, and a talent show featuring an artist from the community. Thank you for engaging with us.

History repeats. Create the future.