🧠 This Week’s Insight: Most founders fail at content because they treat it like a chore, not a system

Let’s talk about the real reason most founders give up on content.

It’s not because they’re lazy.
It’s not because they don’t have ideas.
It’s because they’re trying to create content from scratch, over and over again, with no system.

It works for a while. You post when you’re inspired. A tweet here, a video there. Maybe even a newsletter. But eventually the pressure builds, life gets in the way, and your brand goes quiet.

The truth is, you don’t need more content. You need better infrastructure.

Here’s the system we use with 300+ founders. The ones who consistently scale leverage.

Step 1: Build a content flywheel, not a content calendar.

Everyone wants a “schedule.”
But a calendar without leverage is just a treadmill.

What you need is a flywheel: a single piece of content that spins out 20+ assets, across channels, without losing your voice.

Here’s what that looks like:

• Start with a 3-minute video (your POV, your expertise, your story)

• Slice that into 3–5 short-form clips for X/LinkedIn

• Turn key moments into a written post

• Expand a post into a newsletter

• Pull 1-liners into visuals and quote graphics

• Feed it all into a dashboard to track reach → clicks → calls

Less content. More strategy.

Step 2: Turn followers into subscribers.

If your audience lives on LinkedIn and X (but your list is sitting at 74 people) you’re building on rented land.

Most founders know this but still never send emails. Why?

Because they think newsletters are hard, or boring, or not worth it.

Here’s what we’ve learned: a newsletter is just a punchier version of your best post.
If you already have something to say, you already have something to send.

And when you consistently show up in the inbox with value, people convert. They reply. They book. They buy.

We’ve helped founders grow lists from 0 to 10k+ using content they were already making.

Step 3: Make the backend idiot-proof (including for you).

Most founders are the bottleneck.
Not because they want to be, but because their process depends on them doing everything.

When we build content engines, we design for scale without sacrificing quality:

• 1 dashboard where you can see what’s scheduled, live, and converting

• Templates and tone guides so you don’t have to rewrite the wheel

• A system that runs even when you’re offline, on calls, or on vacation

It’s not about posting more.
It’s about making your content work harder than you do.

This is the thought process that I’ve built our entire company on, and it’s proven to work.

Keep building,
Clifton

P.S. We just launched our Done-With-You service (8 Founders are already inside our Slack)

This is for those of you who want to build a content system for yourself and your business, but need the system and accountability to do it.

If that sentence above spoke directly to you, you can join here.

(If you want a walkthrough, just reply to this email)