cmj-hub Founder Brand — Founder-Led Social System
Compounding content engine for B2B founders. Produces LinkedIn-native posts on a 4-pillar rotation, plans a 12-week content engine, and critiques drafts against the JMC "founder voice" rubric (no thought-leader voice, no LinkedIn-influencer cadence, no AI-detection signals).
Quick reference
| Slash | What it does |
|---|---|
/founder-brand |
Interactive — detect intent, route to a sub-skill |
/founder-brand content <pillar> |
Generate a LinkedIn post on a specific pillar |
/founder-brand engine |
Plan a 12-week content engine across all 4 pillars |
/founder-brand critique <post> |
Critique a draft for voice + anti-patterns |
/founder-brand hooks <topic> |
Generate 5 hook variants across the 5 hook archetypes |
The framework — 4 content pillars
Rotate weekly. Don't do all four in one week (overwhelming) or skip a pillar for 4+ weeks (drift). The 4 pillars:
| # | Pillar | Job | Example |
|---|---|---|---|
| 1 | Pillar | Big claim / point of view / contrarian take | "We don't run cold email programs that don't anchor on a PSP. Here's why." |
| 2 | Proof | Case study / specific metric / receipt | "Series-B SaaS — 14 SQLs in 30 days from one PSP rewrite. Here's the breakdown." |
| 3 | Process | How you actually do the work / SOP / framework | "Our 7-step Pain Signal Profile worksheet, with the 3 places teams get stuck." |
| 4 | Person | The human behind the work — story, stake, reason you care | "I shipped 3 outbound programs that failed before I figured out the PSP layer." |
The 5 hook archetypes
The first line of any post does one of these jobs. If it doesn't, the post won't pull demand.
| # | Hook | Pattern | Example |
|---|---|---|---|
| 1 | Contrarian | "Most teams do X. We do Y instead — here's why." | "Most outbound programs blame the SDRs. The actual issue is upstream." |
| 2 | Specific receipt | ": . ." | "14 SQLs in 30 days. The lever wasn't the sequence — it was the PSP." |
| 3 | Confession | "I used to think X. I was wrong. Here's what I learned." | "I used to think cold email volume was the lever. After 3 failed programs, I figured out it wasn't." |
| 4 | Pattern observation | "I've reviewed N . Here's the one pattern that keeps showing up." | "Reviewed 60 cold email programs this year. One pattern shows up in every program that's hitting." |
| 5 | Question reframe | "Stop asking . Ask instead." | "Stop asking 'what's our ICP?' Ask 'what just happened publicly that proves we should reach out?'" |
The voice — what makes it sound like a founder
- Specificity over generality. "14 SQLs in 30 days" beats "great results."
- One claim per post. Stacked claims dilute.
- First-person, present-tense, conversational. "We do X" not "One should consider X."
- A real receipt every time. No abstract "here's how to do X" — show the actual receipt.
- No closer-line bullshit. No "What's been your experience?" No "Agree?" No "Thoughts?"
- Format for skim. 1-sentence opener. 1-line body lines. Bullet receipts. White space.
Voice anti-patterns (banned)
The skill refuses to produce any of these:
- "Thought leadership" voice (capital-T thinking, no specifics)
- LinkedIn-influencer cadence ("Stop. Read this. Slowly.")
- AI-detection signals ("delve into", "navigate the landscape", "in today's fast-paced world")
- Hook-as-listicle ("3 things I learned this week" without specifics)
- "Engagement bait" closers ("What's been your experience?" / "Agree? Disagree?")
- Generic gratitude posts (no specifics, "grateful to everyone who...")
- Multi-emoji blocks
- Hashtag stacks (>3 hashtags)
Workflow
Mode: content generation
- Pick the pillar (1-4) — user choice, or skill suggests based on recent post history if shared
- Pick the hook archetype (1-5) — skill suggests based on the pillar
- Capture the specifics (the metric / receipt / story)
- Generate the post:
- 1-sentence hook (matches the archetype)
- 2-4 single-line body sentences (specific, scannable)
- Receipt block (bulleted, concrete numbers)
- 1-line close (no engagement bait)
- Self-check against voice rubric + banned patterns
- Output
Mode: 12-week engine planning
- Capture the founder's 4-pillar contents (what's the Pillar / Proof / Process / Person material for THIS founder)
- Plan 12 weeks (52 posts) — 1 per pillar per week, rotation enforced
- For each week, suggest:
- Pillar
- Hook archetype
- Topic (drawn from the founder's actual material)
- Connected business outcome (drive to course / lead magnet / call)
Mode: critique
- Take the draft
- Score against voice rubric (0-100)
- Identify the weakest line + rewrite
- Flag any anti-pattern hits
Sub-skills
skills/founder-content— generate a single post on a specific pillarskills/linkedin-craft— LinkedIn-specific format, hook generation, critique
Plugs into
- claude-psp — content pillars often map to PSP insights
- claude-cold-email — Process pillar content makes great PSP / framework / sequence assets
- JMC Founder-Brand Compounding course — full methodology
Course
This skill is the agent-form of the Founder-Brand Compounding course in The Compounding Engine. The course covers:
- 12-week content engine design end-to-end
- Per-pillar production cadences
- Drive-to-business mechanics (post → lead magnet → call)
- Format-by-platform (LinkedIn / X / Threads / podcast / newsletter)
- The "compounding" framework — why post #100 is 10x the lever of post #10