Sooo, you shipped the feature. You wrote the thread. Made a video. You hit publish.

And nothing happened.

No engagement. No shares. No DMs from people saying “this changed how I think about X.” Just silence and a few pity-likes from your co-founder.

Here’s the uncomfortable truth: your content problem isn’t a content problem. It’s a neurochemistry problem.

Every piece of content you produce — a tweet, a blog post, a landing page, a pitch deck, a product demo — is competing for a scarce biological resource: dopamine. And dopamine doesn’t care about your roadmap, your features, or your technical superiority. It cares about one thing: is this worth my brain’s energy?

Most founders treat content like code. Logical. Sequential. Feature-complete. But human attention doesn’t work like a compiler. It works like a ladder. And if your audience doesn’t climb rung by rung, they fall off — no matter how good the payload at the top is.

This is the Dopamine Ladder — a six-level framework for engineering attention that actually sticks. It works for short-form content, long-form essays, landing pages, pitch decks, product walkthroughs, and community posts. Basically, anything where a human needs to get hooked and keep paying attention to you long enough to care.

And if you can get someone to climb all six rungs consistently? You create something Pavlov figured out over a century ago: a conditioned response. People will engage with your content before they even read it — just because it’s yours.

That’s the game you want. Let’s look at how it works. Let's break it down.

Most technical founders think of attention as binary. Either someone is reading, or they’re not. Either they clicked, or they didn’t.

Wrong.

Attention is a progressive neurochemical journey. There are six distinct stages that release increasing amounts of dopamine in a reader’s brain. Each stage unlocks the next. Skip one, and the whole chain collapses.

Think of it like an authentication flow. Each level is a checkpoint. Fail one verification, and the session terminates. No retry. No error message. Just — gone.

The six levels are: Stimulation → Captivation → Anticipation → Validation → Affection → Revelation.

The first four are about the message — the specific piece of content. The last two are about the messenger — you, the founder, the brand. Master all six and you don’t just get attention. You get a fanbase that comes back without being asked.

You'd like that, wouldn't you?

Now, here’s why this matters more to you than to some random content creator: as a founder, you need attention to survive. Attention converts to users. Users convert to revenue. Revenue converts to runway. Every piece of content you put out is either climbing someone up this ladder or dropping them off the first rung.

Let’s walk through the first two levels — because this is where 90% of founder content dies.

Time window: the first 1-2 seconds.

This is pure subconscious brain processing. No comprehension. No logic. Just your brain’s survival hardware scanning for things that are different, bright, or moving.

Neuroscientists call it “bottom-up processing.” It happens in about 200 milliseconds — faster than conscious thought. Your reader’s eye catches color, contrast, motion, and pattern-breaks before their prefrontal cortex even wakes up.

This is why your beautifully written thread with no visual hook gets scroll-buried. This is why your landing page with a wall of gray text bounces people in 0.8 seconds. This is why your pitch deck with 12-point Arial on a white background puts investors to sleep before slide three.

Stimulation is not about beauty. It’s about contrast. Something that doesn’t look like everything else in the feed. (so it depends on the feed type and style, right!)

For founders, this translates directly:

Your landing page needs a visual pattern break above the fold. Not a stock photo. Not a generic gradient. Something that makes the eye stop. Your tweet needs a formatting disruption — a line break pattern, a bold opener, an unexpected visual structure. Your pitch deck needs a first slide that doesn’t look like the 47 other decks the investor saw this week. Your video needs a clear, colorful moving hook.

Here’s the counterintuitive part: if everyone copies the same visual trick, it stops working. The feed normalizes it. This is why having a distinctive visual identity — your own color palette, formatting style, layout rhythm — is a strategic moat, not a “nice-to-have.”

But stimulation is the weakest dopamine hit. It buys you a glance. Maybe two seconds. That’s it.

Which brings us to the level where the real game begins.

PSA:
On Thursday Feb26 at 8am UTC the premier episode
is dropping on the BuildBetter YouTube channel
It's discussion about Polymarket!
How biases and crowdsourced wisdom allow long-term profitable predictions trading.
I'm speaking with Polymarket-John, a guy that's been making a living in political
and non-financial prediction markets for 10+ years.
Check it out on YouTube - BuildBetter

This is where most founder content falls apart completely.

Captivation is the curiosity stage. It’s what happens when — after your visual hook earned those two seconds — the reader’s brain forms a question. An open loop. A gap between what they know and what they want to know.

The human brain is a problem-solving machine. It evolved to hunt for answers with the smallest energy expense. When a compelling question pops into someone’s head, dopamine floods the system — not when the answer arrives, but when the question forms. The act of opening the loop is itself the reward.

This is why “How to get more users” as a headline doesn’t work. It’s not specific enough to pop a real question. The brain goes: “Yeah, I sort of know the answer to that.” No gap. No dopamine. No captivation.

But “Why Stripe’s first 100 users came from a channel most founders ignore” — now there’s a gap.
The brain immediately asks: What channel? What am I missing? Could I do this too?

Two things make a curiosity loop powerful:

First, the question must be non-obvious. If the reader can guess the answer instantly, the loop closes before it opens. No dopamine. No attention.

Second, the question must be relevant to them. You can write the most curiosity-inducing headline in history, but if it’s about a problem your reader doesn’t have, they’ll bounce. Captivation without relevance is clickbait. Captivation with relevance is magnetic content.

See how the loop with the right positioning and knowing your customer closes here?

For founders, this is the hook of your landing page. The opening line of your essay. The first 10 seconds of your demo. The thesis statement of your pitch. If you don’t pop a question in your reader’s mind that they need answered — and can’t answer themselves — you’ve lost them.

Here’s a simple diagnostic: after someone reads your first paragraph, what question should be echoing in their head? If you can’t articulate it clearly, neither can they. And they’re already gone.

Now, if you’ve been reading closely, you might have noticed something.

I just used the first two levels of the Dopamine Ladder on you. The visual structure and formatting of this article was Level 1 — stimulation. The opening lines about your content failing and the promise of a neurochemistry framework was Level 2 — captivation.

And right now? You’re sitting in Level 3 — anticipation. You know the framework exists. You know there are six levels. You’ve seen two. And your brain is already trying to guess what comes next.

That itch you feel? That’s dopamine doing its job.

This is the level that separates forgettable content from content people can’t stop consuming.

Anticipation is what happens when the reader starts guessing the answer to the question you opened in Level 2. Their brain becomes an active participant. They’re no longer just reading — they’re predicting, theorizing, running scenarios. They’re inside a mystery novel that’s playing out in real time.

And here’s the neurochemistry kicker: the highest spike of dopamine doesn’t happen when you deliver the answer. It happens just before the answer arrives.

The peak is in the anticipation itself — in that moment where the reader thinks they almost know, but don’t quite have it yet.

This is why great product launches don’t just announce features. They tease them. They drop breadcrumbs. They show a blurred screenshot, a cryptic changelog entry, and “something big is coming” post. The product itself might be identical — but the anticipation architecture around it determines whether anyone cares when it lands.

Robert Sapolsky’s dopamine research proved this beautifully: when monkeys learned that a signal predicted a reward, the dopamine spike moved from the reward itself to the signal. The anticipation became the high, not the payoff.

Your content & communication should work the same way.

The tactical move is what some call the “ZigZag.” You give the reader enough information to form a guess. Then, just as they think they’ve figured it out — you redirect. You introduce a twist, a counterexample, a “but here’s what most people miss.” This resets the curiosity loop without breaking it. The reader forms a new guess. More anticipation. More dopamine. More reading.

Think about how this plays out in a pitch deck. Most founders present the problem on slide 2, then jump straight to the solution on slide 3. No anticipation. No tension. The loop opens and closes so fast there’s no time for the investor’s brain to engage.

Better approach: Problem → “Here’s what most teams try” → “Here’s why that fails” → then your solution. That middle section is the zigzag. It lets the investor’s brain cycle through anticipation, form predictions (because “they know”) about what the real answer might be, and feel the dopamine build before you reveal it.

Same principle applies to a blog post, essay, or video. Don’t open with “here are 5 tips.” Open with a question. Give context that makes the reader think they see where you’re going. Then redirect. Then deliver.

The key mechanic is this: the reader can only anticipate if they understand the clues you’re giving them. If your content is too jargon-heavy, too abstract, or jumps between unrelated ideas — the reader gets confused, not curious. Confusion kills anticipation.

Confusion is the anti-dopamine.

So the self-check is simple: based on the question your reader has in their head from Level 2, what should they be guessing right now? Are you giving them enough signal to form that guess? And are you then either delivering the answer or pulling a zigzag that resets the loop?

If yes — they’re climbing. If no — they’re falling.

Here's my offer for you - Dopamine Audit - check it out 👇

The remaining part of this essay is for 🔒 Paid subscribers on Substack, but I made a package together with Dopamine Audit guide (above) and that includes the whole article. Give it a try for your content and product messaging. It works.

You can get it on Gumroad: Dopamine Audit Guide + Matrix + Full Article

And till next time, let's buildbetter! 😉

Pete (aka BFG)

Connect with me:
- on Farcaster: https://warpcast.com/bfg
- on X: https://twitter.com/aka_BFG
- on TG: https://t.me/BrightFutureGuy 
- and I recommend joining BuildBetter YouTube Channel (formerly Web3 Magic): https://www.youtube.com/@Web3MagicPod

Sooo, you shipped the feature. You wrote the thread. Made a video. You hit publish.

And nothing happened.

No engagement. No shares. No DMs from people saying “this changed how I think about X.” Just silence and a few pity-likes from your co-founder.

Here’s the uncomfortable truth: your content problem isn’t a content problem. It’s a neurochemistry problem.

Every piece of content you produce — a tweet, a blog post, a landing page, a pitch deck, a product demo — is competing for a scarce biological resource: dopamine. And dopamine doesn’t care about your roadmap, your features, or your technical superiority. It cares about one thing: is this worth my brain’s energy?

Most founders treat content like code. Logical. Sequential. Feature-complete. But human attention doesn’t work like a compiler. It works like a ladder. And if your audience doesn’t climb rung by rung, they fall off — no matter how good the payload at the top is.

This is the Dopamine Ladder — a six-level framework for engineering attention that actually sticks. It works for short-form content, long-form essays, landing pages, pitch decks, product walkthroughs, and community posts. Basically, anything where a human needs to get hooked and keep paying attention to you long enough to care.

And if you can get someone to climb all six rungs consistently? You create something Pavlov figured out over a century ago: a conditioned response. People will engage with your content before they even read it — just because it’s yours.

That’s the game you want. Let’s look at how it works. Let's break it down.

Most technical founders think of attention as binary. Either someone is reading, or they’re not. Either they clicked, or they didn’t.

Wrong.

Attention is a progressive neurochemical journey. There are six distinct stages that release increasing amounts of dopamine in a reader’s brain. Each stage unlocks the next. Skip one, and the whole chain collapses.

Think of it like an authentication flow. Each level is a checkpoint. Fail one verification, and the session terminates. No retry. No error message. Just — gone.

The six levels are: Stimulation → Captivation → Anticipation → Validation → Affection → Revelation.

The first four are about the message — the specific piece of content. The last two are about the messenger — you, the founder, the brand. Master all six and you don’t just get attention. You get a fanbase that comes back without being asked.

You'd like that, wouldn't you?

Now, here’s why this matters more to you than to some random content creator: as a founder, you need attention to survive. Attention converts to users. Users convert to revenue. Revenue converts to runway. Every piece of content you put out is either climbing someone up this ladder or dropping them off the first rung.

Let’s walk through the first two levels — because this is where 90% of founder content dies.

Time window: the first 1-2 seconds.

This is pure subconscious brain processing. No comprehension. No logic. Just your brain’s survival hardware scanning for things that are different, bright, or moving.

Neuroscientists call it “bottom-up processing.” It happens in about 200 milliseconds — faster than conscious thought. Your reader’s eye catches color, contrast, motion, and pattern-breaks before their prefrontal cortex even wakes up.

This is why your beautifully written thread with no visual hook gets scroll-buried. This is why your landing page with a wall of gray text bounces people in 0.8 seconds. This is why your pitch deck with 12-point Arial on a white background puts investors to sleep before slide three.

Stimulation is not about beauty. It’s about contrast. Something that doesn’t look like everything else in the feed. (so it depends on the feed type and style, right!)

For founders, this translates directly:

Your landing page needs a visual pattern break above the fold. Not a stock photo. Not a generic gradient. Something that makes the eye stop. Your tweet needs a formatting disruption — a line break pattern, a bold opener, an unexpected visual structure. Your pitch deck needs a first slide that doesn’t look like the 47 other decks the investor saw this week. Your video needs a clear, colorful moving hook.

Here’s the counterintuitive part: if everyone copies the same visual trick, it stops working. The feed normalizes it. This is why having a distinctive visual identity — your own color palette, formatting style, layout rhythm — is a strategic moat, not a “nice-to-have.”

But stimulation is the weakest dopamine hit. It buys you a glance. Maybe two seconds. That’s it.

Which brings us to the level where the real game begins.

PSA:
On Thursday Feb26 at 8am UTC the premier episode
is dropping on the BuildBetter YouTube channel
It's discussion about Polymarket!
How biases and crowdsourced wisdom allow long-term profitable predictions trading.
I'm speaking with Polymarket-John, a guy that's been making a living in political
and non-financial prediction markets for 10+ years.
Check it out on YouTube - BuildBetter

This is where most founder content falls apart completely.

Captivation is the curiosity stage. It’s what happens when — after your visual hook earned those two seconds — the reader’s brain forms a question. An open loop. A gap between what they know and what they want to know.

The human brain is a problem-solving machine. It evolved to hunt for answers with the smallest energy expense. When a compelling question pops into someone’s head, dopamine floods the system — not when the answer arrives, but when the question forms. The act of opening the loop is itself the reward.

This is why “How to get more users” as a headline doesn’t work. It’s not specific enough to pop a real question. The brain goes: “Yeah, I sort of know the answer to that.” No gap. No dopamine. No captivation.

But “Why Stripe’s first 100 users came from a channel most founders ignore” — now there’s a gap.
The brain immediately asks: What channel? What am I missing? Could I do this too?

Two things make a curiosity loop powerful:

First, the question must be non-obvious. If the reader can guess the answer instantly, the loop closes before it opens. No dopamine. No attention.

Second, the question must be relevant to them. You can write the most curiosity-inducing headline in history, but if it’s about a problem your reader doesn’t have, they’ll bounce. Captivation without relevance is clickbait. Captivation with relevance is magnetic content.

See how the loop with the right positioning and knowing your customer closes here?

For founders, this is the hook of your landing page. The opening line of your essay. The first 10 seconds of your demo. The thesis statement of your pitch. If you don’t pop a question in your reader’s mind that they need answered — and can’t answer themselves — you’ve lost them.

Here’s a simple diagnostic: after someone reads your first paragraph, what question should be echoing in their head? If you can’t articulate it clearly, neither can they. And they’re already gone.

Now, if you’ve been reading closely, you might have noticed something.

I just used the first two levels of the Dopamine Ladder on you. The visual structure and formatting of this article was Level 1 — stimulation. The opening lines about your content failing and the promise of a neurochemistry framework was Level 2 — captivation.

And right now? You’re sitting in Level 3 — anticipation. You know the framework exists. You know there are six levels. You’ve seen two. And your brain is already trying to guess what comes next.

That itch you feel? That’s dopamine doing its job.

This is the level that separates forgettable content from content people can’t stop consuming.

Anticipation is what happens when the reader starts guessing the answer to the question you opened in Level 2. Their brain becomes an active participant. They’re no longer just reading — they’re predicting, theorizing, running scenarios. They’re inside a mystery novel that’s playing out in real time.

And here’s the neurochemistry kicker: the highest spike of dopamine doesn’t happen when you deliver the answer. It happens just before the answer arrives.

The peak is in the anticipation itself — in that moment where the reader thinks they almost know, but don’t quite have it yet.

This is why great product launches don’t just announce features. They tease them. They drop breadcrumbs. They show a blurred screenshot, a cryptic changelog entry, and “something big is coming” post. The product itself might be identical — but the anticipation architecture around it determines whether anyone cares when it lands.

Robert Sapolsky’s dopamine research proved this beautifully: when monkeys learned that a signal predicted a reward, the dopamine spike moved from the reward itself to the signal. The anticipation became the high, not the payoff.

Your content & communication should work the same way.

The tactical move is what some call the “ZigZag.” You give the reader enough information to form a guess. Then, just as they think they’ve figured it out — you redirect. You introduce a twist, a counterexample, a “but here’s what most people miss.” This resets the curiosity loop without breaking it. The reader forms a new guess. More anticipation. More dopamine. More reading.

Think about how this plays out in a pitch deck. Most founders present the problem on slide 2, then jump straight to the solution on slide 3. No anticipation. No tension. The loop opens and closes so fast there’s no time for the investor’s brain to engage.

Better approach: Problem → “Here’s what most teams try” → “Here’s why that fails” → then your solution. That middle section is the zigzag. It lets the investor’s brain cycle through anticipation, form predictions (because “they know”) about what the real answer might be, and feel the dopamine build before you reveal it.

Same principle applies to a blog post, essay, or video. Don’t open with “here are 5 tips.” Open with a question. Give context that makes the reader think they see where you’re going. Then redirect. Then deliver.

The key mechanic is this: the reader can only anticipate if they understand the clues you’re giving them. If your content is too jargon-heavy, too abstract, or jumps between unrelated ideas — the reader gets confused, not curious. Confusion kills anticipation.

Confusion is the anti-dopamine.

So the self-check is simple: based on the question your reader has in their head from Level 2, what should they be guessing right now? Are you giving them enough signal to form that guess? And are you then either delivering the answer or pulling a zigzag that resets the loop?

If yes — they’re climbing. If no — they’re falling.

Here's my offer for you - Dopamine Audit - check it out 👇

The remaining part of this essay is for 🔒 Paid subscribers on Substack, but I made a package together with Dopamine Audit guide (above) and that includes the whole article. Give it a try for your content and product messaging. It works.

You can get it on Gumroad: Dopamine Audit Guide + Matrix + Full Article

And till next time, let's buildbetter! 😉

Pete (aka BFG)

Connect with me:
- on Farcaster: https://warpcast.com/bfg
- on X: https://twitter.com/aka_BFG
- on TG: https://t.me/BrightFutureGuy 
- and I recommend joining BuildBetter YouTube Channel (formerly Web3 Magic): https://www.youtube.com/@Web3MagicPod