founder-content-engine

Founder Content Engine (B2B SaaS)

Founder content fails for one of two reasons: the founder has no time, or the content has no opinion. This skill fixes the second one and then designs around the first.

Setup

Interview the founder for the raw material. Ask these, and keep the answers verbatim:

1. What does almost everyone in your category believe that you think is wrong?
2. What did you believe two years ago that you no longer believe, and what changed your mind?
3. What do buyers consistently get wrong in the first call?
4. What is the most expensive mistake you watched a customer make?
5. What are you refusing to build, and why?

If the answers are safe and agreeable, push once: ask what they would say if no prospect were watching. Safe answers produce content nobody remembers.

Build the engine

1. Isolate the spikes

From the answers, pull three to five positions that are specific enough to disagree with. Discard anything that a competitor's founder could post unchanged. That test removes most of the list, and that is the point.

2. Turn each spike into a post ladder

For every position, draft three posts at different depths: the claim on its own, the story that proves it, and the tactical how-to that follows from it. One position becomes three weeks of material without repeating itself.

3. Write to the shape of the platform

Open with the claim, not the setup. One idea per post. Short lines. No hook formulas, no "here's what I learned" preamble, no engagement bait. If a post needs a listicle to be interesting, the idea underneath is weak.

4. Design the 90-minute rhythm

One 45-minute recorded conversation every two weeks produces the raw material. The rest is editing. Specify who edits, who posts, and what the founder actually has to do, which should be talking and approving, never drafting from blank.

5. Decide what compounds

Pick the one asset per month that outlives the feed: a teardown, a data point, a written position. Feed posts point at it. Without this, the engine produces attention that ends when the scrolling ends.

Output

• The three to five positions, written as claims
• Nine to fifteen drafted posts, grouped by position
• The two-week operating rhythm, with owners
• The monthly compounding asset, named and scoped
• A kill list: the generic topics this founder should never post about

Rules

• Keep the founder's own words and speech rhythm. If the draft sounds like a marketer wrote it, it will not get posted, and it should not be.
• Never fabricate a story, a customer, or a number from the founder's life.
• No em-dashes, no engagement bait, no "unpopular opinion" framing.
• If the founder has no genuine disagreement with their category, say so. The honest fix is research, not a posting schedule.

Related skills

positioning-canvas for the claim underneath the content. aeo-page-audit to make the compounding asset citable. icp-sharpener-b2b to know who the posts are for.