Turning one launch into thirty posts
You already did the interesting part: you built something, made decisions, and got them wrong a few times. That's thirty posts. Most founders publish one and then go quiet because they think they need new material.
The raw material you already have
- Every decision where you picked one of two reasonable options
- Every thing you built and then deleted
- Every number: build time, cost, users, churn, refunds, hours saved
- Every question a user asked that surprised you
- Every tool you evaluated and rejected, and why
- Every assumption you had at the start that turned out to be wrong
The six shapes
| Shape | Source material | Where it works |
|---|---|---|
| The decision | A fork you took | Long-form, Reddit, LinkedIn |
| The number | Any metric with a story | X, LinkedIn, newsletters |
| The mistake | Something you deleted | Everywhere. Highest engagement of the six. |
| The teardown | A tool you rejected | Blog, communities. Be fair. |
| The how-to | A question a user asked | SEO, Stack Overflow, Quora |
| The update | Anything that changed | Newsletter, build-in-public feeds |
The weekly loop
1Monday: pick one item from the raw material list
One. From the list you wrote once, not from a blank page. The blank page is the entire reason people stop.
2Write it in one sitting, badly
Twenty minutes. Nobody has ever noticed the difference between your twenty-minute draft and your two-hour one, and the two-hour one gets published half as often.
3Publish it in its primary shape
One place. The place that shape works best.
4Thursday: reshape it once
The same idea, rewritten for a second channel. Not copy-pasted — rewritten, because a post that works on Reddit reads as insufferable on LinkedIn and vice versa.
Two posts a week from one item of raw material. Fifteen items of raw material is about four months. You have more than fifteen.
The one rule that keeps this from being noise
Every post has to be useful to someone who will never use your product. That's the whole filter. It's what makes the difference between building in public and announcing in public, and it's why the mistake posts always outperform the milestone posts.