19:01Matt Gray · Tutorial
I Built a Complete Business Operating System Using Claude Code
A live walkthrough of the AI-built internal dashboard running a 17-person, $700K/month company.
May 29thThe argument in one line.
A trade business founder can turn one reputation into multiple income streams by routing all content through two monetization paths -- construction clients and education buyers -- connected by contextual CTAs and generous lead magnets.
Read if. Skip if.
READ IF YOU ARE…
- You run a service or trade business and want to build a personal brand alongside it without abandoning the core business.
- You have years of hard-won craft knowledge and want to turn it into a second revenue stream through mentorship or education.
- You are camera-first and want a structured content system that leads to sales, not just views.
- You post sporadically because you lack a clear platform-content-CTA-monetization chain.
SKIP IF…
- You are a pure creator or influencer -- this is specifically about founder-led brands built on top of an existing business.
- You already have a functioning content flywheel with lead magnets and two clear monetization paths in place.
The full version, fast.
A trades founder locked inside his own company can build a second business by running a founder-led brand through a four-layer machine: platform selection, content ideation, contextual CTAs, and two monetization paths. Content pillars are mindset, craft, and business. Each pillar maps to a generous lead magnet that ends with two links -- one for education buyers, one for construction clients. Infrastructure starts as a Google Doc with a VSL and Typeform before any real landing page is built. The personal brand page drives more leads than the company page because people follow people.
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00:00 – 01:23
01 · Hook and the problem
Views do not equal cash cold open; Zach introduces himself -- identity locked inside ZMH, wants to build beyond it.
01:23 – 06:45
02 · Flywheel architecture
Full flywheel mapped on the whiteboard: ZMH reputation drives education, education produces talent, talent feeds ventures and the core construction business.
06:45 – 10:35
03 · The founder-led brand case
Storytelling and vulnerability as trust signals in trades; Apple-of-construction framing; personal narrative converts better than production polish.
10:35 – 11:27
04 · Social media machine overview
The four layers: platform selection, content ideation, CTAs, monetization. Missing any layer means the flywheel never pumps.
11:27 – 13:35
05 · Platform strategy
Camera-first (YouTube + Instagram) versus pen-first (X + LinkedIn). Zach is camera-first and already filming.
13:35 – 17:16
06 · Content style and pillars
Raw real rant style is winning; three pillars -- mindset, craft, business -- each maps to How To, How I, and Core Stories formats.
17:16 – 19:12
07 · Ideation framework
70% proven repeatable topics, 30% wildcard. Views do not equal cash -- build for niche buyers, not broad reach.
19:12 – 22:29
08 · CTA system
Contextual CTAs tied to each pillar, generous give-first lead magnets delivered in a Google Doc with two conversion links inside.
22:29 – 25:25
09 · Two monetization paths
Every lead magnet ends with two paths: education and construction client. VSL plus Typeform plus sales call is the infrastructure.
25:25 – 26:30
10 · Personal brand vs business page
People follow people -- growth lives on the personal brand page, not the company page. FounderOS pitch.
Lines worth screenshotting.
- Views do not equal cash -- the number-one revenue video is often the 42nd most popular one.
- Every CTA must be contextual: the lead magnet should extend the exact topic of the content it lives inside.
- The most powerful force in content is reciprocity -- give away the most generous version of your knowledge before asking for anything.
- A business flywheel that produces trained talent is more valuable than one that only produces leads.
- People follow people, not company pages -- the founder personal brand page drives more leads than the business brand page.
- Two monetization paths are enough: one for buyers who want to hire you, one for buyers who want to learn from you.
- A raw, unpolished rant filmed in one take often beats high-production content because audiences want the real person.
- Building a founder-led brand in trades is a bigger opportunity than in saturated creator verticals because almost nobody does it.
- The 70/30 content rule: 70% proven topics that convert, 30% wildcard experiments where new winning formats are discovered.
- Monetization infrastructure can be bootstrapped in a Google Doc before a single dollar goes into design.
- Proof of craft -- a multi-million dollar business built from scratch -- matters more to education buyers than polished presentation.
- Contextual CTAs convert higher because they match the emotional state the content just created in the viewer.
Five principles that turn content into a business machine.
WHAT TO LEARN
Content only compounds when every layer -- platform, idea, CTA, lead magnet, monetization path -- is intentionally connected.
- Views are a vanity metric: the video that drives the most revenue is rarely the most popular one, so optimize for buyer intent rather than broad reach.
- A flywheel is also a talent pipeline: education buyers can become employees, partners, or licensees who reinforce the core business.
- The trades and blue-collar industries are wide open for founder-led storytelling because almost no one does it -- vulnerability and craft documentation are genuine differentiators.
- Contextual CTAs convert at multiples of generic CTAs: the lead magnet should be a natural extension of the exact topic the viewer just consumed.
- Generosity is infrastructure: giving away your best operational knowledge as a free resource creates reciprocity that outperforms hard sales tactics.
- Two monetization paths are enough -- one for people who want to hire you, one for people who want to learn from you -- and every lead magnet should feed both.
- A personal brand page drives more leads than a company page because people follow people, not logos.
- Bootstrap both monetization paths with a Google Doc before investing in landing page design: a headline, short description, and two links are all you need.
Terms worth knowing.
- Flywheel
- A business model where each component reinforces the next in a loop -- awareness drives education revenue, education revenue produces trained talent, talent improves the core business, the core business funds more content.
- Founder-led brand
- A content strategy where the individual founder story, values, and personality are the primary marketing asset rather than the company brand.
- Contextual CTA
- A call to action directly tied to the topic of the content it appears in, offering a resource that extends the exact thing the viewer just watched.
- Lead magnet
- A free, high-value resource given in exchange for contact information, designed to move people into a sales funnel.
- VSL
- Video Sales Letter -- a short video on a landing page that explains the offer and qualifies the viewer before they apply or book a call.
- Social media machine
- A structured content system connecting platform selection, content ideation, CTAs, lead magnets, and monetization into a single repeatable loop.
- FounderOS
- Matt Gray done-with-you program that builds the full social media machine for founders.
Things they pointed at.
Lines you could clip.
00:00
“Views don't equal cash. The number one cash generating video is our forty-second most popular video, and that video has driven us 100K plus of cash collected.”
10:35
“Without this social media machine in place, you find yourself spinning your tires, putting out a bunch of content that never actually monetizes.”
19:56
“The most powerful force out there is reciprocity. Just give -- you'll get it back.”
Word for word.
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00:00Views don't equal cash. When I look at my own YouTube as an example, the number one cash generating video is, like, our forty second most popular video, and that video has driven us 100 k plus of cash collected. Today, we're building a social media machine for a $7,000,000 roofing entrepreneur.
00:16We're gonna go and help him go and develop more of a portfolio mindset, helping him see not just how to go and scale that construction business, but also how to build a whole new business off the backs of it. Fuck. This is not gonna make sense.
00:28This
00:29is tricky stuff that took me years to understand. So even if you're just getting going in business, maybe you're looking to go and scale your own business and are not sure how a founder led brand pieces with it, be sure to lock in. So let's get into it.
00:41So, Zach, I'm from Sydney, Australia, a high end architectural cutting and roofing company in the trades and construction based. Biggest constraint is probably me. Not so much stuck in the weeds, my whole identity is just attached to that one business.
00:51I'm an entrepreneur, I love business itself, and I've sort of just I'm struggling to find a way to, like, sit on top of that instead of that sit on top of me. So, you know, if I have the ability to sit on top of that, I can build other businesses that also align with, you know, what I wanna do in life and not be attached to that one business at the moment.
01:07You find yourself kind of, yeah, stuck under this, and it's ZMH roofing right now. Right? And you're trying to kind of expand beyond that.
01:14You have other ideas. And so talk more about what are these other ideas and what you're really trying to do long term. Yeah.
01:19Obviously, I've I I got into into the construction industry when I was 16, and I sort of just, like, left school and and and I hated, you know, hated school and learning and stuff like that. And so the only place you can really go and work, it it sort of just took off.
01:31You know, I sort of I took I've always had, a high attention to detail, and I've been always very creative. And I just sort of took that same mindset that I had into that industry, which was so blue collar and everyone just did things quickly and it was no value. And so I really I really, you know, pushed hard on, you know, we're doing nearly 8 figures.
01:49Yeah. But now I know I wanna do more and that's, you know, obviously where this, you know, what you would call it, like, community mentoring sort of thing.
01:57I didn't really like the word mentor. I was just like to give back, you know, educate back and and and sort of, like, take all the lessons that I've lost so much money along the way. I probably lost myself along the way too.
02:07You know? It's going learning leadership and hard skills, soft skills, hiring skills. And in the industry, in our industry, it's no one talks about.
02:15It's very it's very secretive. You know? No one talks about how to quote or how to do this.
02:18And the only people that are making money right now are just the big, big companies, and and I feel like the I wanna get back to, you know, the guy that I once was. You have,
02:27obviously, the construction side, and you're looking to go and stand up this education side. Yeah. But first, also kind of mapping out the flywheel of how all these things exist.
02:36Yeah. So, essentially, like, what we mean by flywheel is, like, just like a series of different parts of the business that each part benefits the next one and so forth.
02:46Right? So as an example with yours, you've built up this amazing, you know, reputation Yeah.
02:53On the Zed MH. Right?
02:55Construction. Right? And so when it comes to mind, like, on the reputation side and what you're known for there, what are, like, the three sort of, like, unique value props?
03:02Sounds like attention to detail. Attention to detail. It would be also, you know, we're we're probably one of the biggest companies.
03:08So we serviceability. Like craftsmanship? Yeah.
03:11Craftsmanship for sure. Cool. So we can leave that for a sec.
03:14Okay. And so we essentially have this, like, you know, current entity right now. And then the question is, like, how do we connect that, like, with the education piece?
03:24Yep. Right? And so, obviously, as you share more of, you know, the attention to detail that went into this, the journey that went into creating this Yeah.
03:33Right, that inevitably is gonna go, you know, and spread awareness and attract more people. Okay.
03:39Yeah. Right? To the we'll call it ZMH education.
03:43Yeah. Right? Because these guys that are getting going Yeah.
03:47Like, the things that matter to them the most, right, are, you know, your reputation. Yeah.
03:53Like, what have you even done? Right? And you have proof Yeah.
03:56That you've built this $7,000,000 roofing business. Yeah.
04:00And they wanna learn, like, how have you done this? And I think you also have a unique, yeah, just, like, background and voice with it all too. Like, just like a regular guy, they can see themselves in you.
04:09You're also just trying to speak to the Yeah. Ten year ago version of yourself. So they're gonna resonate with that versus some, like, older guy that's a bit out of touch.
04:16Yeah. Right? I think also, like, the nice thing is, like, they're gonna resonate with the craftsmanship.
04:21Yeah. Right? This isn't just about you can make great money by just making great products.
04:26Yeah. Sure. What else do you think?
04:28Real yeah. As I said, for relatable. Right.
04:31You know? Yeah. So we got the relatability.
04:33I think there's a few interesting things that happen too. Right? So as we go and we share more of this education, right, you're going to then have, like, the actual conversions Yep.
04:44To, like, the education side of things. Yeah.
04:47Right? So now we've, you know, gone and had people join the same mentorship Yeah. And, like, education.
04:53Yeah. Right? So here's where things get monetized there.
04:57Yeah. We have folks that have converted into this. Right?
05:00They're likely going to, you know, let's just say, some of them get jobs Yeah.
05:06Like, in the crafts. Yeah. Some of them,
05:09like, you may even hire. Yeah. Of course.
05:11Yeah. Or, you know, even, you know, buy parts of like, in the our industry, it's like they really have no idea. You know?
05:17So if I can, equity deals and and and try and brand off with them, you know, like, sort of solve their problems with my systems and my processes and my leaderships and, like, yeah, take they might have a crew of three, but, hey, you wear a ZMH jumper. You take all my systems, and I lead you, and I have a certain percentage of business.
05:33Yeah. That's great too. So when you're going and getting them jobs or helping them with growth, let's just say so they're even getting jobs somewhere else.
05:41They're starting their own thing. Correct. Yeah.
05:43Right? So they're building their own, say, venture. Yeah.
05:47On the venture side, right, this can be monetized. Yes.
05:51Right? Like you just said, you're getting a percentage, you know, licensing your systems, let's say.
05:57Here, it's just like now you're putting more of your ZMH grads into great Yeah. Construction businesses Yeah. That may need talent.
06:05Then here, you're actually hiring these folks. For sure. Yeah.
06:08Over here as well, it's an example of where, you know, this kind of gets fed back into here. Yeah.
06:15Right? And helps, obviously, you over time, I mean, the biggest thing that we've talked about is in this business, I think the thing that leads to great attention, detail, serviceability, craftsmanship is your recruiting Wow. Your amazing talent, like, being able to build great people.
06:27Yeah. So, essentially, this is not only helping monetize the, you know, the venture arm. Yeah.
06:32It's not only helping monetize, like, just through the education itself Yeah. But helping you also source the best talent Wow.
06:38To feed back into the construction business, which obviously is a moneymaker.
06:43Yep. And so, essentially, it's like this whole sort of flywheel, right, is like it's one part, like, a talent flywheel for you.
06:52It's also to as you're doing all this too, you're also gonna be attracting customers to both, yeah, Zen MH on the, you know, construction side and on the education side. And the beautiful thing is that as this all goes, right, the whole kind of cycle, right, is generating you, right, you generate cash.
07:13Yeah. Right? You can use that cash to invest in more great content.
07:17Yeah. Right? To then grow the audience.
07:21And those just kinda keep on Yeah. Ripping. Yeah.
07:25The content around like, my content at the moment in ZMH has just been, like, high attention to detail, like, reels and and photos, and the brand sort of just sold itself. It's a little bit like Apple. Do know what I mean?
07:37Apple don't jump on and say, hey. Buy the phone. They just you you walk past the billboard, this is a photo of a new this is a photo of the new Apple.
07:44The new phone. So, you know, I haven't done any face to face content. No founder stories.
07:48It's just literally clean, sharp, well presented photos, but I know the market's sort of shifting in the way of the content brand. I guess, you know, do I start telling my story more on the ZMH founder led story, you know, go back and and really strip back all the onion layers and be like, hey, listen.
08:05You know, I was just a one kid one day and and sort of just built this. Would it be like storytelling would be involved?
08:12Yeah. The thing that I'm really big on that I've seen transform my businesses, my life, right, is building a much more founder led brand. And so infusing it much more with your narrative, right, your story, your values, your origin story, the crucibles of leadership you've been through, the struggles, the mistakes, the lessons that you've learned.
08:29Right? I think, you know, when folks are buying construction, right, the number one thing that they're oftentimes, like, scared of is, like, is this person from Charlatan? Yeah.
08:39Can I trust this person? Right? Are they just some scam artist?
08:41Or, you know, what are their reviews and things like that? Yeah. Suddenly being able to see your actual face, what you're all about, seeing you speak, seeing the way that, oh, no.
08:50This person's different. Like, even being vulnerable about some of the things that he has screwed up.
08:54But the lessons that he's learned, it's like Yeah. There's no one really in these more old school markets that does that. Right?
08:59I think bringing that sort of founder led brand to these sorts of markets Mhmm. Is actually a way bigger opportunity Mhmm. Than your traditional Yeah.
09:07Sort of marketing area. And any of these sorts of businesses, and we've helped thousands at FounderOS, the number one thing I always see from the data is that people convert because of the energy of the founder.
09:17Yeah. Right? They wanna go and get to know the person, what they're all about.
09:21They like the way they think. They like the way that they convey themselves. They like the lifestyle that they've built and the way that they're currently building their things.
09:30So essentially, it comes down to, like, your, you know, yeah, your character as well as your point of view. Yeah. Right?
09:36Like, you have a nuanced point of view. Like, an an example, like, the thing I resonate with is, like, you know, in my own world, I'm trying to build, like, an apple for founders. Yeah.
09:45And you're trying to build, like, this apple for construction workers. Right? Like, be able to take this whole new spin on the trades, be able to actually show it as a really beautiful thing, a really valuable career path Yeah.
09:57Something that, like, actually involves craftsmanship, involves, you know, a high level of service Yeah. Is something that's, like, you're saying too, like, anti AI proof Yeah.
10:06Is, like, an amazing career path for folks, but maybe to some extent over, like, the past fifty years has gradually gotten, like, degraded and degraded more and just not come across as some clean, beautiful thing, but there's an opportunity to put a new face to it and a new brand and a new aesthetic to it that actually makes it a really attractive thing for so many people.
10:24So whenever you're going and growing online, what most people don't have is the right social media machine. And this is everything that we install inside of FounderOS. Right?
10:31It consists of your ideation for the right platforms, the right contextual call to actions that lead to lead magnets, and then drive people to actual monetization. Without this social media machine in place, you find yourself spinning your tires, putting out a bunch of content that never actually monetizes.
10:48And when that's the case, you don't end up building a flywheel around what you're doing. What you wanna have is a seamless slope. Right?
10:55From people going from attention through to nurturing folks and then getting them to convert so you can both reinvest in amazing product and content and just have an amazing life where all that cash flow you're going and making, you just reinvest into the kind of things you love to do. We can go into, like, kind of on the content side.
11:12Right? Yeah. Map out, like, the platforms.
11:15Yeah. And then talk about sort of the ideas and then the right CTAs. Yeah.
11:21Meaning call to actions, right, that we can drive people then to actually go convert and monetize. This is where I see a lot of people get stuck. Right?
11:29They, like, have now Flywheel. They understand, like, the importance of building a founder led brand. They're getting going with it, but then they don't have, like, clarity on, like, what platforms they should be on.
11:38They think that they hear from Gary Vee or they see from Hormozi or myself that we're on all these platforms, and then they're thinking, oh my god. I think I need to be on everything at once. Yeah.
11:46One thing leads to another, and then they just start feeling overwhelmed because it's, like, way too much all at once when, like, first things first, there's other ways to do it. On the ideation side, like, they're just kinda spraying and praying with, like, a bunch of different ideas, not knowing where's that nice middle ground between stuff that's gonna perform well in terms of awareness, but also actually drive monetization so that that flywheel can actually pump.
12:08Yeah. Right? Because we're not just looking to drive views.
12:11On the CTAs, essentially, the infrastructure now between really your content awareness and actually monetizing folks.
12:18Yeah. And without this layer in place, it's kind of all for nothing Yeah.
12:23Because it's impossible to then connect content with money. And so we'll go and map out the best way to get that done.
12:30And then, obviously, with monetization, my approach just with all of this in general, especially there, is just to keep things as insanely simple as possible. It not overcomplicate it.
12:39Maybe a couple directions people go based on, like, the couple archetypes that we're talking about. Because on one side, we're talking about we're probably gonna be creating a lot of great content that's gonna attract people that wanna go and get construction work with you. Yeah.
12:51Right? So we want a path that they can go. Yeah.
12:53And then they're gonna have a bunch of people that are like, oh my god. I wanna work with this guy Yes. And learn from him through his mentorship.
12:58Yeah. Well, then there's a path. There you go.
13:00Yeah. And that's it. That's it.
13:01Right? Into the business or into me? Yep.
13:03Yep. Exactly. Yep.
13:04So when you think about the platforms you're looking to go on, you know, when I look at my own business, like, my journey started on Twitter, then going to LinkedIn, then going to short form video, then to YouTube. So that's kind of been my journey over the last five years of my founder led brand. When it comes now to the business and where we're driving most profit, we drive around 40% of our leads and profit from YouTube, 40% from LinkedIn, and then the rest from, like, Instagram, TikTok, etcetera.
13:32As you're starting to think about your platforms, oftentimes early on, I encourage folks to figure out whether they wanna be more camera first
13:41or more pen first, picking just, one of those directions to start. Obviously, if you're going more camera first, you're probably gonna think about going onto a platform like maybe YouTube Yeah. Or Instagram For sure.
13:51Getting on there. Or, you know, if you're going more writing first, that's where you go, like, x in LinkedIn. Yeah.
13:56Where do you feel like Definitely camera first, which I've already sort of started. Alright. Awesome.
14:01And where have you started so far? On my on my just personal brand sort of YouTube. I've released my first YouTube channel yesterday.
14:08Sorry. No. Yesterday.
14:09A couple of months ago, and then I went and filmed after the other session. My first time. Yeah.
14:13So would you film right after it? So we we just we just met a couple days ago. Yeah.
14:17Have the mastermind. We went over. I was like, just for those of you that are getting going on any of these platforms, take action right away.
14:22And so it sounds like you Yeah. I'd like that. As I dude, before, the biggest thing I got out of out of what we sat down the other day, I feel like I come into this as, what strategy am I gonna get?
14:30And, you know, what and it's like, just said fuck it. You're gonna die. And I was like, I sort of been sitting on the fence of, like, you know, should I tell the story or should I do this?
14:38And it's like, man, like, why why would I not? You know? So I went home and pulled my camera out, sat in front of the chair, and just ripped it off for half an hour.
14:44So on the YouTube side of things Yeah. Right, we got that going. So, say, we've got long form Yeah.
14:52And we've got shorts. Yeah. And then on Instagram, right, we've got reels.
14:57And carousels.
14:59Yeah. And I don't mind, like, you know, I sort of like, on the plane, I just wrote, you know, a few things in my notes and and sort of just chopped that up and then threw it out there. Nice.
15:07I talk a lot about, like, I think there's this transition going on with content right now where this, like, raw, real rant kinda style is, like, coming really in. Right? Everyone bought, like, fancy cameras and color grades and all this shit during COVID.
15:19And then, you know, we got on the other side of that. I think more and more people now just wanna get to know, like, the real you. Yeah.
15:26I'm oftentimes, like, when I know I'm looking at even some of the greats, whether it's, like, Steve Jobs or Virgil Abloh or whoever, I oftentimes like to see just, like, what's, like, on their desk. Like, it's cool to see even, like, what they've got pinned around their stuff as inspo, you know, or letters they've written to someone else.
15:43Right? And so I oftentimes think that just, yeah, that little handwritten note you're writing on a plane or whatever, make just such great content. It doesn't need to be polished.
15:52People just wanna see that, like, raw And I feel like that's what I've done, like, really well. Like, I just, you know, I had an old Instagram, and I deleted that because it was just a highlight reel of me over the overseas. And I was like, you know, obviously, I've got a a deep story behind where I am right now.
16:05And I just jumped on there and just started owning it, and it sort of just took off, you know, and and which has been so cool because it was the only thing holding my back. Like, my actual true story was the one thing holding me back to actually being my true self. So going through that journey of, like, finding my true self and and then doing a lot of inner work, just talk a lot about that on my Instagram and on YouTube, which makes me relatable, but then also I run a fucking sick business.
16:27Yep. You know? Yeah.
16:29So the other format too on Instagram, as you know, obviously, is stories. Right? Yeah.
16:32So this is a great opportunity as well when people follow you to kinda think about running through, like, an intentional flow Mhmm. Over, say, one or two weeks. Yeah.
16:40Like, sharing stories a bit on the behind the scenes Yeah. A little bit on your story Yeah. Than sort of, like, what you do.
16:45Yeah. And then a couple CTAs leading people to, like, hey. If we're looking to work through the construction side, check out this lead magnet maybe.
16:53Yep. Then maybe then on day seven, it's kinda drive driving people more to the education side. Yeah.
16:57Right? So making sure that, yeah, stories are a great, obviously, opportunity as well. 100%.
17:02Just be sharing also some of the behind the scenes. For sure. Like, yeah, last night, I was, like, up till one in the morning coding.
17:07I just put a story on that. You know? Yeah.
17:08Down. That sounds great. Yeah.
17:10Okay. So let's talk about a little bit of the ideas here. So in terms of, like, just, like, the way that we want to help, yeah, build this brand essentially, I think I really, again, resonate with this idea of building this, like, apple of construction in a way.
17:24Right? Like, what would Steve Jobs do if he was building a business like this? Yeah.
17:28And so when we think about some of the ideas, I think a lot of the great stuff to, like, lean into is how to content.
17:37Yes. Right? Which we can maybe talk about some ideas there.
17:41Yeah. We can talk about, like, how I Yeah. Which is, like, now getting a little more personal.
17:46Yeah. And then we can just talk about some of, like, the kind of core stories that you have.
17:52Mhmm. And then any other, like, you know, we'll just call it, like, wildcard ideas that you have Yeah. As well.
17:58Just for background, like, typically, when I'm going and creating content, right, we have, like, enormous amounts of data on what has worked. Yeah. And about 70% of the time, we're just doubling down on the kind of topics that we know work.
18:11Yeah. As an example, I know if I create a video on how to build a profitable personal brand or any rendition of that, it's gonna blow up. Yeah.
18:18Because that's why people are coming to me. That's what they know me for. Of course.
18:20Proof and, you know, enormous experience doing that stuff. Yeah. And so we can rinse that kind of idea a thousand different ways Yeah.
18:27And just keep becoming this kind of category leader in that kind of founder led brand, personal brand, executive brand verticals. Yep. Then about 30% of the time, roughly, right, is when we may just, like, try different shit.
18:40Yeah. Right? So we're just trying out wildcard stuff that we're interested in.
18:44Maybe it's a random vlog in the Dolomites Yeah. Or just random creative shit. Yeah.
18:48Right? And it's, like, allowing us to just test new stuff. Sometimes those things really work, and we enjoy them, and we'll incorporate those back in.
18:54The other side of this that I'm always just aware of as well as I'm making ideas is that, you know, views don't equal cash. Right?
19:01So when I look at my own YouTube as an example, you know, the number one cash generating video is, like, our forty second most popular video. Yeah. It's like, copy this content strategy.
19:12It'll blow up your business. And that video has driven us 100 k plus Education. Of Cash Cloud did.
19:17Yeah. It's always education based. And it's also doing a great job of being obsessed with the actual end customer Yeah.
19:24And incorporating the kind of things that they care about in our content, which might not be and probably isn't with, like, just the broad audience cares about, but you don't care about that because it's more about, you know, this niche. Pizza. So we think about how to content as an example.
19:37Yep. Is there stuff that comes to mind for that? I guess I'm really big on sell first, business second.
19:42So, like, a lot of the content that I talk about at the moment isn't really much about, like, numbers, and and and it's it's all about, like, you know, getting yourself right. So it'll be, like, how to, you know, how to, you know, self regulate in the morning before you, you know, like, those those those early morning routine things.
19:56Cool. How to start your day as a 7 figure founder. Cool.
19:59So it's like some we had some, like, one sort of topic is, like, kind of mindset. Yeah. Cool.
20:05So, yeah, we're gonna have a bunch of different ideas around that. Yeah. Now I think we could have one around, like, the actual craft.
20:11Yeah. Right? Because that's something that both the
20:14people that will work with you on the construction side and the education side will care about. Yeah. So it'd be like, you know, how to I guess, I'm sort of in this period now, which I really wanna do, which no one else does.
20:24So to learn the stuff that we do, it's very European based. Not much of it's in Australia. It's all in France, Germany.
20:29And so I did a lot of research, like, four or five years ago going super deep into old, you know, craftsmanships back from, you know, eighty, ninety years ago and and and and bringing that to Australia. That's the shit, dude. Yeah.
20:40Do you suck with this? I'm like, no. That shit sounds insane.
20:42Yeah. Yeah. Yeah.
20:43And, you know, I've traveled I went and traveled, you know, France, and and and I was like, man, took so many photos. I was walking around taking photos of, like, their finished details and stuff because they our craft started back when, you know, they used to make armor for for knights to go to, you know, to get to go into into battle.
21:00That's really where our our crafts started started from.
21:03Like, yeah, how I learned Yeah. This technique. Yeah.
21:07To say, it's almost like a placeholder. Like, you could show, like, that whole journey. And so similar here.
21:12Right? We can take these same sort of pillars, mindset, craft, and business. Yep.
21:16Right? And just take them to, like, how I Yeah. Sure.
21:19You would say, like, how I, you know Onboard. Yeah.
21:23Or yeah. But one thing you'd said on the mindset side was kind of like how I, like, run my morning routine.
21:30Yeah. Yeah. Right?
21:32And then, yeah, like you were just saying with on the business side, yeah, how you onboard people, how I onboard new employees. So on the CTA side, right, you can then see how these different categories, right, really specifically, just kind of like mindset, craft, and business, we can then go and create CTAs around these different areas.
21:52So we have mindset, say, craft, and business. When I'm going in creating CTAs, I talk a lot about how you wanna, first off, make them contextual.
22:01Contextual. Yeah. Right?
22:03So we don't wanna have CTAs that's like, hey. If enjoy this piece of content, join my newsletter. We do wanna have CTAs that are like, oh, if you just enjoyed this video on how to go and self regulate as a leader, I've gone and created a ten minute daily routine I use in the morning to self regulate Yeah.
22:18And a ten minute routine I use after a stressful situation. You can go get it Yeah. Via the link in bio.
22:23Yeah. And just give that. Yeah.
22:24Yeah. Sick. So, basically, right, we have, first off, every CTA is gonna be contextual to the piece of content it's in.
22:34Now the next principle too is that we want it to be, like, insanely generous. You already have that as, like, a brand, which is similar to how I build.
22:42Right? It's like we wanna go and, like, give to the next generation and give to people and just the more you give, like, the most powerful the most powerful force out there is, like, reciprocity. Right?
22:50So you just say, get it back. And so
22:53we wanna make, like, with, say, any of these. Right? Like, we look at self regulation or your morning routine.
22:58Like, what would be the most generous thing you think you'd give away? Yeah. Self regulation for sure.
23:02I think it's it's so important for a person that comes from, you know, the way of life that I sort of live. And and and a lot of my my buyers are not self regulated, you know, been in survival mode. Right.
23:11So, yes, some self regulation routine or maybe it's in system Yeah. But that they can go and use. Yeah.
23:17Then the key thing, right, is these CTAs
23:20lead to these sort of lead magnets that simply can be built initially just like in a Google Doc. Yeah. And inside of that Google Doc, right, you just have an a link Yeah.
23:31Where they can go and take basically one of two paths. Okay. And so when we look at the monetization side Fuck.
23:37This is not make sense. There's really only two paths and it's the other thing you need to worry about. There's one that's, like, kind of let's just say it's work with me directly, let's say, which is, like, let's just say that was the education side.
23:50Yeah. You know? And then it's, like, once I get what is it?
23:52Like, get us to build your dream house? Or or As in, like, client based? Yeah.
23:56It'd be, like, getting in touch. Like, yeah. Like Yeah.
23:59So get a, you know, say, quote to work with me or something like that. Something like that.
24:04I Yeah. Have to think about that one a little more. But, basically, you have a core CTA that's for the mentorship and then one that is for, you know, the actual building side of things.
24:14And so because of this the two paths you're monetizing folks inside of any given lead magnet.
24:21Right? There's that option to go there and the option to go there. Yeah.
24:26On these pages so these are just on the same zedmh.com or whatever website.
24:31Yeah. These pages have, obviously, like, a headline Yeah.
24:36A VSL, like a video sales letter Yeah. And then a actual, like, say, Typeform link initially. Yeah.
24:43And then if the person is qualified to work with you here or same thing down here, then you'd proceed with, like, the next step. Yeah.
24:52It's likely either way, probably a sales call. And that is sort of the process.
24:57So, basically, everything you just saw that's here with Zach is only about 2% of what we do inside of FounderOS, and we do it all for you. I'm talking CTAs, lead magnets, landing pages, you name it. We do it for you and build your social media machine inside of FounderOS.
25:12So if that's interesting, go and check it out via the link in the description. Get on a call and get you started. Where am I making this content on?
25:18Because I've obviously got ZMH, like, roofing. Like, that's the business. And then I've got, like, Zach Hanson, which is my personal page.
25:25Yeah. It's like how much what where am I releasing the content? In what sort of area?
25:29Do know you I mean? Like, with, you know, with you, like, founder OS and Matt Gray. Yep.
25:33It's like what parts of the content should I be should it be like installing a flashing? Should that obviously be on ZMH Roofing? Or how much of it is founder led?
25:41Like, because Zach Hanson is the founder. Yeah. You know?
25:44So when I'm building it all, I would recommend that you have
25:49as with my brands, right, it's like every company has its own brand page. Yeah. Right?
25:53The majority of where the growth is coming from, the leads are coming from, is from my actual page. Yeah. Right?
25:58Because people follow people, then they follow Yeah. Lines.
26:01So now that Zach has the entire social media machine mapped out for him, he's gonna be able to now go and take his $7,000,000 roofing business and turn this into an actual conglomerate where he's got the education piece and the construction piece all under one roof, all being driven by his founder led brand. Now if you wanna go and get this implemented for you and your business, be sure to go and check out FounderOS.
26:20Thank you so much for watching. Be sure to like and subscribe, and I'll see you in the next one over here where I dive deep into the psychology behind building a founder led brand. See you there.
The Hook
The bait, then the rug-pull.
Views don't equal cash -- that is the first thing said on screen, and it is meant literally: the number-one revenue video on this channel is the 42nd most popular, and it has driven over $100K collected. What follows is a 26-minute live whiteboard session mapping the complete content and monetization architecture for a roofing founder who wants to build a second business on top of his $7M construction company.
Named ideas worth stealing.
10:35model
The Social Media Machine
- Platform selection
- Content ideation
- Contextual CTAs
- Monetization paths
Four layers that must all exist for content to convert. Missing any layer means spinning tires.
Steal forany founder building a personal brand alongside a service business
01:23model
Business Flywheel (trades version)
- Core business reputation
- Education content
- Community conversions
- Talent pipeline
- Venture deals
- Reinvest into content
Each layer benefits the next: core business funds content, content attracts students, students become employees or venture partners.
Steal forany trade or service founder wanting to build an education arm
17:16concept
70/30 Ideation Rule
70% doubles down on proven topics that convert, 30% tests wildcards. The 30% is where new winning formats are discovered.
Steal forcontent calendars for any founder-led brand
17:16list
Three Content Pillars
- Mindset (self-regulation, morning routine, leadership)
- Craft (techniques, hands-on detail)
- Business (hiring, onboarding, systems)
Each pillar maps to a How-To, How-I, and Core Stories content format with its own contextual CTA and lead magnet.
Steal forany founder in a skilled trade or service business
22:29model
Two-Path Lead Magnet
- Path 1: Work with me (education/mentorship)
- Path 2: Hire me (construction/client)
Every lead magnet Google Doc ends with exactly two links so no lead is lost regardless of buyer intent.
Steal forany founder with dual revenue streams
How they asked for the click.
VERBAL ASK
25:05product
“Be sure to go and check out FounderOS. Get on a call and get you started.”
Soft pitch embedded naturally after summarizing what was covered. Delivered conversationally, not hard-sell.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
Visual structure at a glance.
