Why Brands Must Think Like Creators (Or Get Left Behind) - with Akshay Maharaj

In this episode, Akshay Maharaj explore his journey from helping YouTubers like Logan Paul globalize content at 17 to building a streamlined, AI-driven platform for creators and brands. He discuss how brands must now act like creators, the risks of creator partnerships, handling global content adaptation, and why a "business-to-people" (B2P) approach beats traditional B2B/B2C thinking. Akshay also shares insights on balancing custom client needs without slipping into consultancy work.

About Akshay Maharaj:

Akshay Maharaj is the co-founder and CEO of Aview International, a Toronto-based startup that helps creators and brands expand their global reach through multilingual content. Starting his entrepreneurial journey in high school, Akshay paused to attend Queen’s University before relaunching Aview with a focus on simplicity, scalability, and the evolving creator economy. Under his leadership, Aview has localized content for major creators like Logan Paul.

Here is what we cover:

● Early Entrepreneurship: Started subtitling/dubbing for creators like Logan Paul while still in high school.
● Pivot and Growth: Took a strategic pause for university, returned post-pandemic with deeper startup, AI, and scaling knowledge.
● Product Design Philosophy: Simplified a once-overloaded platform to just three core options; constant customer-driven iteration.
● Workflow with Designers/Developers: Research-first approach, flexible design briefs, custom UI library for faster changes and testing.
● Creator Economy Trends: Brands must behave like creators to stay relevant — focus on entertainment, education, and authenticity.
● Corporate vs. Creator Communication: Human, humorous content (e.g., Ryanair) often outperforms polished corporate messaging.
● Creator Partnerships and Risk: Partnering with creators is impactful but comes with brand safety challenges.
● Global Content Adaptation: Tailoring content culturally and regionally is key for international success.
● B2P (Business-to-People) Mindset: Effective marketing is about solving real people’s problems, not rigidly thinking B2B/B2C.
● Enterprise vs. SMB Dynamics: Enterprises add complexity; staying product-focused avoids the trap of becoming a custom consultancy.
● Balancing Customization: New features must align with the core mission to ensure long-term scalability.