How Morning Brew Became a $75M brand ☕️

Post of the Week

Alex Lieberman didn’t just build Morning Brew into a $75M business.

He built one of the most effective founder-led brands on LinkedIn.

192K followers, and scaling his content agency, StoryArb, to 7 figures in less than 2 years.

Here’s how he turned his LinkedIn account into a growth engine ↓

Background

• 192K followers on LinkedIn

• Cofounder of Morning Brew, now building Tenex (AI/dev) + StoryArb

• Ranks top decile in comment-to-follower ratio (Aug–Oct ’25 audit)

• Consistent double-digit comment threads and month-over-month growth

I studied 90 days of his content to see how a hands-on operator became a trusted voice for AI and engineering buyers.

Here’s what I found:

Founder POV

Every strong brand needs a POV.

Alex leads with belief-shifting lines like:

• “Hire underdogs.”

• “Freedom > titles.”

Tone: confident, practical, no filler.

He talks openly about missed hires, AI missteps, and tradeoffs.

He humanizes himself in an age of AI slop.

Because it’s not just information. It’s lived experience.

Minimalist structure and humor keep it human.

Content Strategy

He packages lived wisdom with clinical clarity.

Each post drops you into the action — a moment from his week, a real decision, a quote from a conversation.

This positions him as an operator-teacher, not a hype merchant.

Depth is what differentiates now. In a world where information is free, your edge is your day-to-day experience.

Post Structure

Punchy. Text-first. Still the top LinkedIn format for conversion.

Common threads we saw across Alex’s feed:

• Hooks and numbered lists

• Polls or videos for intel (and conversation starters)

• Clear TLDR and direct CTA

It reads like a founder’s Notes app — stripped of fluff, full of real talk.

Posting Strategy

Alex runs three funnels across the week:

A. TOFU: Contrarian takes on hiring, entrepreneurship, mindset
B. MOFU: Polls and posts around engineering and resourcing
C. BOFU: Offers — free AI training, complimentary work, or case studies

The result?

Founder-led branding that’s not loud.

It’s useful. Consistent. Human.

Takeaway

Founder brands don’t need viral moments. They need consistency, clarity, and a point of view.

Alex built authority not by shouting, but by showing up as an operator every day.

That’s the exact structure we build for founders who want their systems to do the same.

So if you want a founder-led AI sales system that drives 5–10 deals/month?

Just reply to this email with the word “FOUNDER” or book a strategy call here, and we’ll show you how to turn your content into a predictable client engine.

(Only 3 client spots left for 2025)

Talk soon,

Luke
Founder at Atticus