# Market Problems

The current market dynamics aren’t sustainable and individuals are taking action and leaving the soulless rat-race. It’s estimated that by 2027, over 50% of the US workforce will be freelance ([here](https://thrivemyway.com/freelance-stats/#:~:text=Currently%2C%20there%20are%20around%2059,US%20workforce%20will%20be%20freelancers.)). As an emerging trend, 58% of Gen Z are freelancing ([Upwork](https://www.upwork.com/press/releases/freelancing-in-america-2019)). This has been catalysed by the recent global pandemic. **The top people have realised office work restrains their freedom and makes them ineffective.** In 2021 a record breaking 5.4m businesses were formed in the US ([NPR](https://www.npr.org/2022/01/12/1072057249/new-business-applications-record-high-great-resignation-pandemic-entrepreneur)). Billion dollar companies can be built from a beach in Bali, a home office in Delaware or a co-working space in Lisbon. Driven entrepreneurs and freelancers are joining forces to build the next wave of startups.

![Year over Year Revenue Growth for Freelancers - Source global freelancer index](/files/AXkZdRP7ROc6RRQtcSq1)

The fact that top talent are taking control of their lives by becoming freelancers neatly fits into a proven model for taking new ideas to market in the startup world. **Startups need creative strategists to navigate the early stages of product-market fit. Then a team of specialists to scale up the commercial model and find new channels to market.** Various experts and skillsets are often needed along the way, for project-based work. It no longer makes sense for founders to employ these people full-time. It makes sense to work with a collective of people as and when needed. But you still need to incentivise them to do a good job and commit to the cause.


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