Today’s episode is a little different.
Over the past year, I’ve been talking more openly about the shifts happening in our industry. And a few weeks ago, I made a clear decision, which I announced in my first newsletter of 2026: the focus of this podcast and my newsletter going forward will center on AI… and the disruption, changes, and opportunities it’s creating for writers.
AI is reshaping business models, demand, pricing, and even the types of roles writers are being hired for. And I know this conversation can make a lot of people uncomfortable. It forces us to look at signals we might rather ignore.
That’s exactly why I wanted to bring today’s guest on.
Sara Howard is a longtime writer and agency owner based in Sydney, Australia. She’s been in the business for nearly two decades and has lived through multiple cycles, recessions, and industry disruptions. But recently she made a decision that surprised a lot of people: she chose to shut down her content agency… even though it was financially healthy.
Not because the business failed. Not because the work vanished overnight. But because she could clearly see where things were headed… and she was willing to act before waiting too long.
In this conversation, Sara and I talk about what actually changed behind the scenes as AI adoption accelerated inside the large organizations her agency served. She explains:
- How corporate clients moved faster than most people expected
- How running an agency can suddenly become a liability instead of an advantage
- What writers may need to rethink about identity, specialization, and where real value comes from now.
This is not a doom-and-gloom episode. It’s a candid, grounded conversation about timing, positioning, and paying attention to the right signals.
And to be crystal clear: this is NOT an endorsement for shutting down your freelance business. Not at all. In fact, Sara believes 2026 will be the year of the freelancer, but only for those who are willing to make critical shifts in mindset and value proposition.
If you’ve been feeling unsettled, conflicted, or quietly wondering whether the path you’re on still makes sense, I think this episode will give you a lot to think about.
Connect with Sara on LinkedIn.
Sara’s book, Beyond Solo.
Timestamp Overview:
00:00:40-00:01:55 Shutting Down a Financially Viable Agency
Sara Howard explains her decision to close Writers Australia despite its profitability, emphasizing that financial stress wasn’t the cause, but rather a combination of strategic and operational risks.
00:02:14-00:02:35 Strategic and Operational Risks in Business
Sara details how ignoring emerging risks can be dangerous for business owners, and how strategic and operational risks (not just financial ones) can become critical factors.
00:02:30-00:03:12 The Impact of AI and Softening Economy
AI advancements and a weakening economy led to dwindling demand for content writing services, reshaping client needs and expectations.
00:02:54-00:03:07 Business Dependency and Sustainability Issues
The agency’s over-reliance on just a few key people revealed the fragility of its operational model, making it unsustainable under changing market pressures.
00:03:12-00:03:48 Choosing an Intentional Ending Over “Death by a Thousand Cuts
Sara deliberates between making gradual staff reductions and a clean closure, opting for a positive exit that preserves dignity and resources for her next venture.
00:04:21-00:05:23 Niche Expertise: Complex Subject Matter Writing
The agency specialized in high-stakes, complex sectors like finance, education, and property, providing strategic and content marketing services for large organizations.
00:05:24-00:06:40 Losing Business to AI and Client In-House Capabilities
A major client invested in their own AI, reducing reliance on external writers by leveraging their internal data, illustrating how quickly the AI shift impacted project pipelines.
00:08:01-00:09:14 The Shift from Capacity to Capability Challenges
After AI’s rise, the agency’s issue shifted from inability to handle workload (capacity) to inability to meet new strategic needs (capability), requiring advanced thinking and skills.
00:09:31-00:10:49 Erosion of Team and Personal Confidence
The changing landscape diminished the team’s confidence and led to uncertainty about the future of creative work, highlighting the psychological toll of rapid industry change.
00:11:50-00:13:34 The Weight of Leadership and Burnout
Sara candidly discusses the burnout and exhaustion from simultaneously running, transforming, and trying to create a succession plan for the agency.
00:14:27-00:16:29 Writers’ Identity vs. Opportunity in the Age of AI
Ed and Sara discuss how professional identities tied to “writing” can feel threatened by AI, but reframing those identities can reveal new opportunities in strategy, synthesis, and critical thinking.
00:17:27-00:18:25 AI as a Tool for Enhanced Output and Capabilities
Both agree that AI should be seen not as a threat, but as a productivity booster and skill amplifier, allowing writers to produce better work and fill skill gaps in new ways.
00:23:44-00:27:09 The Rise of the Freelancer and the Collective Model
Sara predicts the coming “year of the freelancer” and advocates for flexible, focused, collective models—with freelancers teaming up for projects without the overhead of agencies.
00:31:28-00:36:04 Pursuing “Hell Yes” Opportunities and Sustainable Work
She encourages writers to seek projects that energize rather than exhaust them, using “hell yes” as a test for new opportunities, and considering criteria like learning, meaningful goals, and enjoyable collaboration.
00:45:41-00:46:23 Letting Go and Making Peace with Endings
Sara reinforces the idea that intentional closure of a business or project can be liberating, provided it’s on your own terms and you’re comfortable with the consequences.
By the way… whenever you’re ready, here are 4 ways I can help you grow your freelance business:
1. Claim your free book:
Discover the secrets to a thriving writing career in Earn More in Less Time: The Proven Mindset, Strategies, and Actions to Prosper as a Freelance Writer. — Download your FREE copy
2. Stop losing projects to better-equipped writers
My AI Advantage Hub gives you new and proven capabilities every month that make you more confident and competitive — better research skills, stronger writing, smarter client conversations, creative problem-solving, and the confidence to say yes to opportunities you’d normally decline. It’s your monthly system for expanding what’s possible in your business. — Learn More
3. Work with me for 90 days
Need a trusted “sparring” partner to tackle your most pressing business challenges? I occasionally offer an intensive 90-day coaching program for freelancers at all income levels. We work together 1-on-1 to identify your most critical business obstacles, come up with innovative solutions, and develop a customized, actionable plan. Email me at ed@b2blauncher.com with “90-Day Accelerator” in the subject line to learn more.
4. Banish 6-figure burnout
One of my core specialties is helping 6-figure freelancers earn more in less time with less stress. If you’re at that income level but you’re burning out and want to create a business that actually serves you, let’s connect. Email me at ed@b2blauncher.com and put “Boardroom” in the subject line, and I’ll get back to you with more details.
