Essays on early-stage go-to-market.

Four months ago, I got a few thousand views on social media. Last month, I got 3.6 million views and 427 signups. Here’s what I changed to get more views and turn them into signups.

80,900 people saw my social media post promoting my new software, 10 visited my website, and nobody signed up. Then I changed one thing, and five people signed up from a single post. Here’s the DM method I now use to turn views into signups without ads.

I went from a LinkedIn post about getting 0 likes on X to one million views and a $461.83 creator payout. Along the way I built Yapp, my GTM Command Center, and Yappy, the AI Growth Manager that comes with it. Now I’m opening a free beta to a small group of founders.

Why I’m betting on AI agents instead of hiring employees. New tools let one person (or two co-founders) accomplish as much as ten or twenty people could in the past. What that looks like in practice, from an agent that triages bug reports to a backup system set up in seven minutes.

Trying to be too original is the biggest content mistake founders make. When you are starting out, the algorithm wants familiarity. The week I switched to the topics my target customers were already talking about, my views went from 143K to 382K.

His name is Boardy, and he costs $100 a month. He finds founders I should meet, books the call, sits in on it, and follows up. Two weeks in, what an AI scheduler gets right, where the voice side still breaks, and why founders should be using one to talk to customers.

Most founders build a top of funnel and stop there. The five steps that take someone from never having heard of you to buying: Position, Attract, Capture, Engage, Scale. What each one does, and what mine is doing right now.

I went from 6 newsletter subscribers a day to 55, and I did not publish a single issue to do it. The CTA is the step of the funnel almost nobody measures, and it took 24 minutes to start measuring mine.

beehiiv would not show me what I needed, so I stopped asking it to. Ten minutes in Claude Code got me a full lead magnet funnel, graded A-F, pulling from every tool I use. Why marketing is just math, and why you cannot optimize what you cannot see.

AI has made it so everyone can build. Attention is what is scarce. Text-based social media has opened a distribution window any founder can walk through right now, and the founders who walk through it today will hold an advantage that cannot be replicated later.

Social media is new. Persuasion is ancient. How I went from zero engagement to 1.2 million views a month using antimetabole, antithesis, and other devices the founders winning on X and LinkedIn are quietly borrowing from ancient Greece.

Sorry, but this software is not for sale. I built a SaaS in a few days that predicts which of my posts will flop — and I'm the only customer. Why the most powerful software you can build right now might have only one user.

Thoughts on my journey back onto social media after years away. Why the Substack math breaks, what happened when I moved to Threads and X, and what founder-led marketing looks like in 2026.

In only a few hours a week. The three most important pieces of the content system from my forthcoming book: batching, an idea bank paired with a content brief, and a scheduling tool.