How Matt Gray Built a $1.1M Monthly Empire Working 4 Hours Daily
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments.
*This is Matt's total engagement numbers from his 10-year journey (through November 7, 2024)
Introduction
Ever felt like you're working way too hard but not getting anywhere?
Well, here's a different take – what if working less could actually make you more successful?
Just ask Matt Gray. He was stuck in the hustle culture trap, grinding 80-hour weeks, chasing the wrong opportunities, and being what he calls "a toxic workaholic."
"I was in the office from 8 am to 2 am building Bitmaker - a coding bootcamp. I swore by hustle culture and the 'no days off' mantra. I had no freedom"
But now, Matt isn't just another entrepreneur. He's THE systems guy.
- Author of multiple viral posts.
- Making $1.1 million per month.
- Featured speaker at major events.
- Running multi-6-figure businesses.
And here’s the crazy part…
Matt built this empire working just 4 hours a day. Yeah, you read that right – 4 hours. Not 14. Not 40. Four!
And today, his influence isn't just deep – it's wide. Check these numbers:
- Instagram: 874,000+ followers
- LinkedIn: 727,000+ followers
- Twitter: 353,000+ followers
- Threads: 207,000+ followers
- TikTok: 146,000+ followers
- YouTube: 122,000+ subscribers
- Newsletter: 171,000+ subscribers
That's 2.6 million followers across platforms. Not bad for someone who used to think success meant sleeping under your desk.
But here's what makes Matt's story fascinating…
His gist is never about the popular hustle culture or working harder. It was about becoming "mentally unbreakable” and building systems.
He's built a perfect blend of teaching systems while practicing what he preaches – running his empire on just 4 hours of work per day.
“How I work 4 hours a day (and make $730,000 per month).” He shared this on his X post.
If you still want more receipts, here you go:
- Featured in Forbes Africa 50 over 50
- Regular speaker at major entrepreneurship events
- Built a newsletter subscriber base of 171,000+ in under 2 years
- Created Founder OS – helping entrepreneurs scale through systems
- Founded Herb – the world's largest cannabis community (14M+ consumers)
- Built Bitmaker – Canada's largest coding school (acquired by General Assembly)
But here's where Matt's story hits different…
Between burning out at Bitmaker and building his current empire, Matt had to completely rewire his brain. He had to unlearn everything he thought he knew about success.
The guy who once bragged about 80-hour weeks now teaches others how to build "mentally unbreakable" systems that work while they sleep.
His audience isn't just following him – they're transforming their businesses using his frameworks.
But how does someone go from burning themselves out to building a highly successful empire working just 4 hours a day?
That's exactly what we're breaking down today.
Ready to peek behind the curtain?
Let's go...
How Matt Makes Money
When most people say they make a million dollars a month, you'd be right to be skeptical. But Matt Gray has the receipts – and they're wild.
Let's start with his latest numbers: As of October 2024, Matt's pulling in $1.1 million per month.
But this wasn't an overnight success. Here's the growth timeline:
- April 2022: $300K/month
- August 2023: $482K/month
- February 2024: $1.2M/month
- October 2024: $1.1 million/month
And his total revenue for 2023 - a cool $8.7 million. Matt mentioned this in February 2024.
But before we break down how he makes this money, let's rewind to see how he got here:
"At 20, I was selling Kraft Dinner
At 21, I started my first business
At 23, I sold Bitmaker to General Assembly
At 24, I started Herb
At 29, I ran a marathon
At 31, I started coaching
At 32, I started Soulful Entrepreneur"
Now, let's get into his money-making machine…
Cohort Course systems
Matt's first hint at courses came in May 2022: "I'm building a course around Soulful Entrepreneurship to help builders." Then, he made a proper announcement on May 19, with only 10 slots left for the cohort course.
In July, he mentioned in a post, “I made $22,000 selling online courses in July.”
Fast forward to August 2023: "Over the last 2 years, I've helped 2,740+ founders grow and monetize their audience."
Here’s a detailed documentation of how he helped Ali Abdaal build a coaching business structure that will potentially make him millions in 90 days.
Ali: “What do you think are the chances that this will work?”
Matt: “100%”
He was talking about going into a high-ticket coaching program.
Matt breaks down how Ali could do this…
$24K - high ticket
$8K - mid-ticket (90-day program)
$1-2k - low ticket
Here’s why this is important…
Let’s assume the same price points for these programs in Matt’s world.
FounderOS Mastermind | $30K | # of students in Skool: 53 / $1.59M
Founder OS+ | $15K | # of Students: 182 / $2.73M
Founder OS | $5K | # of Students: 656 / $3.2M
Founder Dojo | $97/month | 28 students
Community OS | $20/month | 26 students
Total (assumed) revenue: $7.5M
Matt runs his entire business through Skool (a community platform).
But here's what makes Matt's approach different – he's not just selling courses. He's building systems that work.
The System Behind the Money
Matt's built something more valuable than just courses – he's built a sales machine that runs without him. Here's how:
No Self-Checkout. Everything goes through his sales team. No automated purchases.
Here’s what all these mean…
- More personal touch.
- Higher conversion rates.
- Better student success rates.
- Better qualification of students.
While Matt only works 4 hours daily, his team handles:
- Sales calls.
- Operations.
- Student support.
- Content creation.
- Community management.
But here's the wild part - this entire revenue system is built on Matt's ability to master not just one, but several different social media platforms... all while working 4 hours a day. Let's see how exactly he pulled that off…
The Platform Jumps
Most creators struggle to master one platform. Not Matt. He's built empires on six + newsletter.
While everyone was fighting for attention on LinkedIn, he was quietly building a cross-platform system that would reach millions - but he didn't try to be everywhere at once (at first).
Matt started building his presence on LinkedIn and then used that success to fuel his X (Twitter) growth. By August 2022, he shared something remarkable:
"I went from 0 to 48,000 Twitter followers in 12 weeks."
But here's the genius part – he wasn't starting from scratch. When he jumped to X, he was basically expanding his followership and extending his reputation to a new platform. He already understood the system of growth and could implement it on X with minimal changes.
Here’s his powerful strategy… he turned viral tweets into LinkedIn gold.
This tweet hit 28k+ likes and 7k+ retweets. When he adapted it for LinkedIn, it got 2k+ likes, 159 comments, and 245 reposts.
That's the power of cross-platform leverage.
In the same post's pinned comment, Matt mentioned having 27,679 newsletter subscribers.
His strategy wasn't just about copying and pasting. He interweaved his entire online empire, bringing X content to LinkedIn and YouTube.
No platform grew in isolation – they all fed each other.
Now, let's break down his conquest platform by platform…
YouTube
On October 27, 2022, Matt announced his YouTube strategy: two shorts per day alongside his regular social posts.
His first video announcement on LinkedIn came on March 10, 2023. However, he had already started posting videos and gaining traction.
His first video dropped on December 8, 2022 – a 12-minute deep dive that pulled in 3,479 views.
His most popular video, "How I Work 4 Hours a Day (and Make $730,000/Month)" published on January 29, 2024, has crossed half a million views.
In this video, he shared exactly how he makes $730k monthly with only 4 hours of deep work and how his audience can get ahead of 99% of people using his business model.
Today, Matt's YouTube channel has...
- 770 videos
- 122k subscribers
- 2.5 million total views
X (Twitter), Instagram, TikTok & Threads
Though Matt joined X in June 2011, he didn't activate creator mode until May 2022. When he did, he committed to posting at least twice every single day.
Watch this growth trajectory:
- August 2022: 48k followers
- September 2022: 53k followers
- October 2022: 68k followers
- November 2022: 125k followers (6 months in)
- November 2024: 353k followers
He gradually increased his posting frequency without compromising quality, sometimes sharing up to 9 posts daily.
And here’s his current X status…
- 237 million views
- 2 million+ likes
- 317k+ reposts
On Instagram, Matt's built a following of 874k+ with 1,682 posts, mostly videos. Those custom handwritten infographics he attaches to his posts on LinkedIn, he also shares on Instagram, driving 1,000s of likes.
On TikTok, he has 146k+ followers, with some of his short videos having more than 2 million views.
On Threads, Matt has grown his audience to 207k followers. He shares videos and images, including his handwritten infographics. Whatever goes on other platforms in media also comes here.
Newsletter
At first, I thought “Matt, don’t you have a newsletter list you’re growing?” But then, I found something tactical that he’s doing… Inviting people to join without sounding pushy.
This is the same strategy it takes to drive sales without sounding salesy.
Instead of the typical “link in bio” or “signup for my newsletter”, he creates desire without desperation.
Here’s how…
He pinned comments that tease upcoming content and showcase subscriber numbers. The psychology is perfect – you feel like you're missing out without being pushed to join.
Watch this growth:
September 2022: 27,000+ subscribers (no pushy ads)
January 2023: 35,000 subscribers (in 7 months)
August 2023: 65,000 subscribers
August 2024: 137,000 subscribers
November 2024: 171,000 subscribers
By August 2023, he started adding the newsletter link as a CTA in his LinkedIn posts. The same link appears in his bio across all platforms – YouTube, Instagram, X, everything points to his newsletter.
Here’s where it all comes together…
Matt shares his strategic move with all his social media accounts and how exactly he grows his business with all of it.
He calls it the Content GPS. Check it out.
1. Grow your audience through social content.
- Build your audience through organic content on social media.
- Focus on your personal brand (it’s your superpower).
- People follow people; then, they follow brands.
- Build on X, YouTube, Instagram, LinkedIn.
2. Own your audience
- Build direct relationships.
- Start with ConvertKit newsletter.
- Don't rely on platforms you don't own.
- You can get 36x ROI on owning your audience.
3. Convert newsletter subscribers to customers
- Give massive value for free.
- I run monthly free workshops.
- Build trust before transactions.
- Create custom conversion paths.
The genius isn't just in being on multiple platforms – it's how Matt connects them.
But building these massive audiences didn't happen by accident. Let's rewind to his first posts and see how this empire was built from the ground up...
The Attention Timeline
Matt’s growth online didn’t start as phenomenal as you know today. His early posts on LinkedIn were just about his company HERB (or cannabis), hiring posts, and posts about his team. And back then, his posts got very little or no engagement.
Let's rewind to 2015. Matt's first LinkedIn post on January 17 pulled in... 5 reactions and 3 comments. Just a simple article share. Then silence for 3 months. Then another post. And another 3-month gap.
In the whole of 2015, he shared only 4 posts on LinkedIn. The following year, he posted only once. In 2021, he shared just 3 posts.
Most of these early posts? Just links with captions like "Booming ", "Vibes ", or sometimes just "". Not exactly viral content.
Between 2015 and 2021, Matt's total LinkedIn performance was modest:
- Less than 200 posts
- 7k+ total likes
- 1k+ comments
- 204 reposts
Then 2022 happened. Matt didn't just step up his game – he redefined it.
He shared 712 posts on LinkedIn (there’s even 365 days in the year). He doubled the number of days in the year.
- 360k likes
- 38k comments
- 16k reposts
Here’s his first post that crossed 1k reactions…
“Last week my little business empire crossed $300K in monthly revenue.
I ran zero paid ads, built a community of 14 million and operate at a 60%+ margin.” (1593 reactions, 302 comments, 19 reposts).
This was a long-form article with plenty of white (breathing) space, consisting of pure value. No fluff. This is probably the sole reason why the post performed well.
And of course, plus the cumulative effect of posting consistently, which he started at the beginning of the same month, posting twice for on most days.
But here’s something insane… 2 days later, he crossed the 2k bar. His post had a long hook (and a rehook)...
“I'm 32.
When I was younger, I was obsessed with shit that didn't matter.
You can learn from my fuck ups.
If you're 20-something, read this ” (2581 reactions, 165 comments, 83 reposts)
When Matt started posting on LinkedIn (as a creator), he often shared long-form blogs. Just pure texts. With great white space.
But here’s where he differs from most people… trying to create long-form content never pushes him to post fluff.
Sometimes, when he has nothing much to post, he keeps it short. Short, punchy lines, and that drives engagement. Here’s what I mean;
“I'm convinced reading every day for 15 minutes is the best habit you can possibly develop.” (262 reactions, 79 comments).
“How people think it is:
1. Figure it out
2. Launch
How it actually is:
1. Launch
2. Figure it out (611 reactions, 84 comments, 5 reposts)
"You'll never be qualified, so just do it anyway." (1303 reactions, 93 comments, 30 reposts)
Then came the post that got LinkedIn itself to comment. Not a long-form post, and definitely not one of those with some colorful pictures, videos, or infographics. Just pure punchy text post and it got 16+k likes. This is just 2 months after he started posting consistently (twice a day mostly). Check it out.
That’s it. Just that. And check out the result - 16,801 reactions, 319 comments, 378 reposts.
Here's where Matt breaks all the rules. On July 26, 2022, he dropped a post that got 10k likes.
But here's the kicker – it was one of four posts that day. He shared 3 more posts the same day.
The myth that posting multiple times hurts engagement? Matt shattered it.
“This took me 10 years to learn, I’ll teach it to you in 5 minutes:” (10,433 reactions, 353 comments, 694 reposts)
But wait – this was actually the second time he'd shared this post that month (Yes, I did Ctrl +F to find it). The first time, the post had 7k+ likes, 500+ comments, and 500+ reposts.
He's reshared this post 5 more times, each time performing exceptionally well. The secret? He changed the format every time:
The first time he shared the post, it was long-form text. And then, a carousel (with images on every slide). The last time he shared the same content, he attached a hand-written infographic of the same content right after the hook - a unique style of content that’s peculiar to him.
Matt changed his content style over the years.
- He started with long-form posts.
- Then, to short-form punchy posts.
- Then, moved to carousels (mostly with X posts as slide #1).
- Then, to something very unique - handwritten infographics on paper.
This is just proof that he has a system working for him. He shared this in September 2022…
He literally started posting consistently and intentionally growing his account 6 months back, and he has grown from 4k to 78k followers.
On October 4, 2024, Matt shared a post that got 24k likes.
And this post is probably the shortest punchy post you’ll find with that performance.
Here’s everything in the post: “Consistency wins” (27,161 reactions, 537 comments, 1833 reposts)
But there’s something else - a handwritten note.
When most people spend several hours designing graphics, or even pay professional graphic designers, Matt just added one handwritten note that he probably spent a minute writing.
And to show that this is a proven style that works, Matt shared another post just the next day and the post got 24k likes. Here’s the entire content…
“Expectation vs. Reality” (24,755 reactions, 500 comments, 1,310 reposts)
But here’s the kicker, he shared 5 posts on each of both days.
Now, see this… Matt shared the same post on October 29, 2022, less than 3 weeks from the first post. This time, he got almost 14k reactions.
It’s the exact same post, but this time, Matt used a well-designed graphic instead of a hand-drawn chart. Check this out.
And that is just the right way to repurpose.
In all of 2022, Matt posted 712 posts as against just 3 posts the previous year. And you can tell from the result that posting more indeed paid off. He closed 2022 with 360k+ reactions, 38k+ comments, and 16k+ reposts.
If you want to be heard, speak louder. And there’s no better way to speak louder online than to post more valuable content.
In 2023, Matt shared 286 posts, getting a total of 304,672 reactions, 53,408 comments and 24,185 reposts.
On February 14, 2024, Matt shared a post that got 68k likes. Let’s check it out.
“10 steps to protect your focus (my deep work routine):” (68,953 reactions, 1,894 comments, 6,954 reposts).
That’s a long form text of 400+ words of pure value. No fluff.
The copy has 10 actionable items of really simple things. And of course, the copy was well-written and breathing.
One more thing. It has his signature handwritten infographic image.
Matt shared his most viral post of all time on August 4, 2024. Check out the hook (and the rehook)...
“I just read about a study I can’t stop thinking about…
Introverts are more effective leaders (according to Harvard)” (76,105 reactions, 2,238 comments, 7,838 reposts).
Here's the year-by-year breakdown of Matt's performance on LI.
Year | 2019-2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
Post | 195 | 712 | 286 | 317 |
Reactions | 7,324 | 360,908 | 304,672 | 940,075 |
Comments | 1,435 | 38,393 | 53,408 | 101,391 |
Reposts | 204 | 16,856 | 24,185 | 92,612 |
As of November 2024, he has shared 317 posts, that’s less than half of his posts in 2022, but the results are 3x the reactions, 3x the comments, and 5x the reposts.
Matt's journey proves something crucial: Success on LinkedIn isn't about posting more – it's about posting better. And when you combine better with consistency? That's when magic happens.
But creating viral posts is just part of the story. Want to know exactly what makes Matt's content so magnetic? Let's break down his exact niche...
Matt's Niche
Here's something fascinating about Matt's audience that most people miss – he's not just talking to anyone looking to build an online business. He's laser-focused on Founders.
And not just any founders. We're talking about 170,000+ founders in the US alone (according to LinkedIn Sales Navigator). These aren't just numbers – they're Matt's perfect FounderOS candidates.
Think about it. These aren't wannabe entrepreneurs dreaming about their first dollar. They're established founders looking to:
- Scale their existing businesses
- Build systems that work
- Create content that converts
- Turn their audience into revenue
Matt's not selling pipe dreams. He's offering proven systems to people who already know the value of good systems. That's why his high-ticket offers work – his audience already understands ROI.
But here's where it gets interesting...
While Matt's clearly targeting founders, his content often casts a wider net. This brings us to what I believe could make his strategy even more powerful...
What I Would Do Differently
If I were running Matt's content strategy, I'd make one major shift: narrow the focus to speak directly to founders ready for FounderOS.
Right now, Matt's broad approach is great for follower growth. But here's what I'd do differently:
1. Transform Success Stories into Carousels
Instead of general productivity tips, I'd create detailed case studies showing founder transformations. Look at these real results from FounderOS members:
- Zach Murray (Foreplay): 3.5x revenue growth in 60 days
- Steve Gatena (Pray.com): Grew to $7M ARR + 28k LinkedIn followers
- Rob Hoffman (Contact Studios): $100k+ in new contracts in 2 months
Each of these could be a powerful carousel showing:
- The founder's starting point
- Key challenges they faced
- How FounderOS helped
- Specific systems they implemented
- Results with real numbers
2. Break Down the FounderOS Framework
Matt's program has 6 core components. Each deserves its own deep-dive carousel:
- Compounding Content: Show exactly how founders can create content that builds authority
- Scaling Templates: Share snippets of actual templates that have worked
- Monetization Moments: Break down real conversion examples
- Supportive Community: Showcase actual founder collaborations
- Plug and Play Systems: Demonstrate specific system wins
- Memorable Experiences: Share authentic community stories
3. Document the Journey
Matt's built FounderOS while traveling through Kyoto, Medellin, Joshua Tree, Brooklyn, and Bali. That's not just a cool detail – it's proof that his systems work anywhere.
I'd create a content series showing:
- Behind-the-scenes looks at system building
- Real challenges faced by founders
- How FounderOS solves each challenge
- Implementation stories from members
The goal? Turn every post into a micro-pitch for FounderOS without ever feeling salesy. Show founders exactly how their lives could change with the right systems.
Remember Matt's mission: "Inspire 100 million founders to live their dreams through proven systems."
That's not just a mission statement – it's a content strategy waiting to happen. Every post should move founders one step closer to that dream.
By focusing content specifically on founder challenges and solutions, Matt could:
- Attract more qualified leads
- Increase program conversion rates
- Build stronger social proof
- Create clearer ROI stories
The magic happens when every piece of content serves both the audience and the business. That's the sweet spot I'd aim for.
The Attention Attractors of Matt
1. Pure Value, No Fluff
When Matt started posting consistently in April 2022, one thing stood out – his posts were pure value bombs. No fancy intros, no unnecessary context, just actionable insights.
Most of his viral posts have the following…
- Productivity frameworks.
- Mental models for success.
- Systems for scaling business.
- Daily routines that drive results.
Every post had one thing in common: immediate, actionable value. If you read it, you could implement it today.
2. Matt shares EVERYTHING
Unlike creators who only show their highlight reel, Matt believes in radical transparency. He calls it "building in public" – his #1 strategy for engineering luck.
This isn't just about business wins.
He doesn’t separate his professional life from personal and relationships. Severally, he mentions and shows his girlfriend on his videos, even mentioning that she’s behind the camera on his trips.
Matt shares:
- Daily habits.
- Mental struggles.
- Business failures.
- Relationship insights.
- Personal health journeys.
- And everything in-between.
Here’s a post he shared in May 2022…
“I went from 208 lbs 2 years ago to 185 lbs and A+ health.
I'm in the best shape of my life.
9 ways I optimize my health…”
Here’s another one:
12 Daily Habits That Changed My Life:
1. Meditate
2. Read
3. Yoga
4. Write
5. Cold
6. Lift
7. Salad
8. Fasting
9. No Bread
10. No Food after 7 pm
11. No Sugar
12. 10,000 Steps
This isn't just content – it's a window into his entire life. Even personal details like "My dad is a dentist" made it into his posts.
Why? Because authenticity builds trust.
3. Multi-Platform Integration
Matt's genius lies in how he weaves content across platforms. He doesn't just post on LinkedIn – he brings his wins from other platforms to amplify his message.
For instance, in this LinkedIn post, the first page of the carousel is his Twitter post.
The post has 1k likes, 100+ comments, and 70 reposts on LinkedIn. But before then, it already got 15.8k likes and 3k retweets on LinkedIn.
Here’s another. It’s post on April 26, 2023: “9 TED Talks in 9 days that will change your life” (2,284 reactions, 233 comments, 284 reposts)
The first slide of the carousel is also his X post which had gotten 52k likes and 10k retweets.
This is the formula here; if it performs on one platform with your target audience, it resonates with them. If you share the same content on another platform, it will perform well (if you do it the right way).
4. Strategic Content Repurposing
High-performing copies are gold dust. If you post once and let them go, you’re literally leaving potential viral performance on the table. Matt understands this too well. So, he devices ways to repurpose same content multiple times (while keeping them fresh).
Here’s how he does it:
- Start with long-form posts.
- Transform into carousels.
- Convert to infographics.
- Update with handwritten charts.
- Redesign as professional graphics.
Each version feels fresh while delivering the same value. In October 2022, he shared the same content twice: "Expectation vs. Reality"
First version (freehand drawing): 24k likes
Second version (designed): 14k likes
5. Show Your Receipts
When building trust with new audiences, Matt leads with proof. Check these hooks:
"How I built a $3.6M little empire 👇"
"I grew my company organically to 10.5M likes on Facebook and 1.4M followers on Instagram."
"I went from 0 to 48,000 Twitter followers in 12 weeks.
Here's how:"
"In 2021, I closed $2,964,500 in deals.
4 tactics to help you 10x your revenue"
"I have 14 years of marketing experience.
I built a community of 14 million and drove over $26 million in revenue for brands.
And now I am giving away my secrets."
These aren't just hooks – they're credibility builders. Each one says, "I've done it, I can help you do it too."
6. Give Everything Away (For Free)
Most creators hold back their best stuff for paid products. Matt gives away the farm.
But he takes it further than most. Beyond the usual free content on LinkedIn, Twitter, and Instagram, Matt offers something unique: Live workshops.
Check these announcements:
"I've been working 200+ hours on a free workshop I'm running in 2 weeks."
"I run a (free) Growth Workshop in 24 hours.
I'll be giving away a $149 Growth Guide for free."
"I run a FREE Content Creation Cheat Codes Workshop in 16 days"
This isn't just content marketing – it's trust-building at scale. By giving away high-value training for free, Matt proves his expertise before asking for a dime.
But here's what makes all this work – consistency. Every element of Matt's attention-grabbing strategy reinforces the others. His transparency makes his results believable. His free content proves his paid offerings are worth it. His multi-platform presence validates his marketing expertise.
But mastering attention is just part of the equation. Want to know how to actually implement these strategies in your own brand? Let's break down exactly how to copy Matt's success...
How to Copy/Paste Matt’s success
1. Eliminate Limiting Mindset
"In the last 10 years, over 1,000 people have asked me how to start a business. The truth? They're all paralyzed by limiting beliefs."
Matt hammers this point constantly: Your belief system caps your income.
Look at pricing – most creators under-charge because of limiting beliefs. In his session with Ali Abdaal, Matt pointed out how you could charge $5k for a 90-day program instead of settling for $1-2k per year.
Here’s exactly what you need to do… Identify and eliminate these mental blocks.
Start by auditing your current beliefs about success. What stories are you telling yourself?
"I can't charge that much."
"I need more followers first."
"Nobody will pay premium prices for my content."
Write these down. These aren't facts - they're fears disguised as facts.
2. Master Your Body and Prevent Burnout
While most creators preach "hustle harder," Matt preaches effectiveness over exhaustion. Here's his exact system:
"When I felt unfocused, I would run.
When I felt uninspired, I would read.
When I felt upset, I would Breathe.
If I felt burnt out, I would seek nature.
If I felt tired, I would go for a walk.
And if I felt lonely, I would phone a friend.
I slowed down, relaxed, and came to learn that slow is smooth and smooth is fast."
Success starts with managing your energy first, then your time. Before you worry about content strategies or growth tactics, build a system to maintain peak performance.
Start by mapping your energy patterns. When do you feel most focused? When does burnout typically hit? Create your own reset toolkit.
Most creators burn out because they ignore these signals. Don't. Your body speaks before your business crashes. Listen to it.
Working harder isn't the answer. Working smarter means knowing when to slow down. This isn't just about health - it's about sustainable success. You can't build an empire on burnout.
3. Repurpose High-Performing Content
When you hit gold with content, don't post once and forget. Matt's mastered the art of repurposing. Here's his exact framework:
For LinkedIn:
- Start with long-form posts.
- Convert to carousel format.
- Transform into infographics.
- Create hand-written versions.
But here's the catch – timing matters. If you share too quickly, your audience remembers and engagement drops. Loss of relevance means they stop caring about your CTAs.
Here’s how you can manage that:
- Change formats each time.
- Space out your reposts.
- Keep content fresh.
- Track performance.
For Cross-Platform Distribution:
One Twitter thread can become:
- 5 tweets.
- 2 TikTok videos.
- 2 Threads posts.
- 2 Instagram videos.
- 1 LinkedIn carousel.
- 1 newsletter release.
4. Give More (For Free)
While most creators share a few tips on social media as bait, take it a step further. Share everything you know and ask nothing in return.
Just like Matt…
"I run a (free) Growth Workshop in 24 hours. I'll be giving away a $149 Growth Guide for free."
Give premium guides for free. Nobody pays until they're sure you can help.
Always prove your value before asking for money, and do this genuinely.
Address their pain point and give actionable steps they can apply today to eliminate the pain. And when you release a digital product, they don’t only engage online, they come with credit cards in their hands.
5. Never Build in Isolation
Start with mastering one platform. Don't scatter your energy trying to be everywhere at once. Pick your primary platform - whether that's LinkedIn, Twitter, or Instagram - and focus on building a solid foundation there.
Here’s your first mission…
Create consistent content that resonates with your audience. Test different formats, topics, and posting times. Keep detailed notes of what works and what doesn't. Build your audience deliberately, engaging genuinely, and tracking your growth metrics.
Now pay attention…
You don’t have to wait until you've "absolutely mastered" your first platform to plan your expansion. Start mapping out your second platform strategy when you're seeing consistent results on your first. Bring your existing audience with you - tell them you're expanding and give them a reason to follow.
When you expand, take your proven content with you. What resonates with your audience on one will also perform well on another. Bring it all together.
Track everything... engagement rates, best posting times, content themes that resonate. Use these insights to scale what works and cut what doesn't.
Your voice should stay consistent across platforms, but your content format should feel native to each one.
You're building one brand across multiple platforms, not multiple separate brands.
There you have it...
But remember: You don't have to copy Matt exactly. Use his framework to build your own system based on:
- Your strengths.
- Your audience.
- Your timeline.
- Your goals.
Start with one piece of this system.
Master it.
Then add the next.
That's how empires are built – one system at a time.
Until I come your way next Wednesday,
Keep growing.
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments
Each week, I breakdown a founder brand, their journey and how you can weave their strategies into yours.
About the author
I'm ANDREW MCGUIRE
Creator Attention Guy
From burnt out exec (3 exits & 15 years experience) to capturing the right attention with my creator client magnets.
Living in Bend, Oregon and taking advantage of all the outdoor adventures.
If you can't find me, I'm probably lifting some weights in the gym, sweating in a sauna or freezing in a cold plunge.
Now I'm on a mission to help you understand how top creators have captured the right attention into revenue so you can weave it into your growth strategy.
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