I've always said, sourcing Creators is heavy strategy. The easier you can swap one Creator out for the next, the more impact you lose -- If anyone can do it, then what are we actually accomplishing. I start my strategy builds thinking about the WHY and obsessing about WHO we need to reach and WHERE they go online and IRL for community -- Then I look for the Creators/Creatives/Culture Drivers/Community Builders/Architects w/in those communities and collab and co-create the build with them.