you posted something great, maybe your best take ever. it got some likes, a few comments, and then it was gone into the ether of the algorithm.

you moved on to the next thing.

the posts are not bad, but treating every one of them like a one-night stand instead of building a relationship is not how the momentum we all dream of builds.

7x rule is simple: people need to encounter your message at least 7 times, in different contexts, before it sticks.

not 7 impressions of the same tweet. 7 different angles, formats, and moments where the same core idea reaches them and starts to feel familiar. familiar enough to trust and act on.

advertising has known this since the 1930s, but somehow in the age of content creation everyone forgot it and started optimizing for novelty instead of retention.

let's do some math.

you post something on X. the algorithm shows it to max 3% of your followers. on Linkedin, organic reach for pages dropped over 60% since 2024, with company posts now reaching roughly 2-5% of followers. of the ones who actually stop to read, most won't remember it tomorrow.

one post doesn't stand a chance in most cases, but repetition does.

here's where most people get weird about it. they think saying the same thing twice makes them look like they're out of ideas, or they are boring.

the opposite is true. the people you admire for "owning" a topic said the same thing hundreds of times. you just weren't paying attention to all of them.

think about it: how many times did you hear "modular blockchains" back in the day, popularized by @celestia, before it actually clicked for you? it was probably somewhere around the seventh or eighth, when it finally showed up in a context that made it personal.

that's the 7x rule at work.

the difference between someone who "owns" a narrative and someone who "had that idea first" is almost always distribution, not originality. Celestia didn't come up with this term, but they used the great powers of marketing to own it.

what repetition actually looks like

no copy-pasting is allowed! you must reframe with logic. one idea, seven ways:

• an interactive website showing the concept

• a post with a sharp take, thread and article with deeper explanation

• a post with a personal story

• a reply under someone else's post where that idea is relevant

• a clip from a talk where you said it on stage

• a set of collaborators that make sense to include and recreate it with

• an irl event that is curated around the same concept

same message with different packaging and different context each time. that's how trust compounds.

the people who do this well don't feel repetitive because every version adds a new layer, a new POV.

remember: automation is not intelligence (!!)

here's where i see most people misuse ai and where i see a real unlock. if you trust the ai with all of it from start to finish, you might end up with mid takes that sound like everyone else.

flip the workflow: think of what you want to say and use ai to multiply YOUR best ideas across formats, platforms and events.

i keep a folder on my mac with everything: messaging docs, positioning strategy, past posts that performed, voice note transcriptions about our narrative. claude code reads all of it. it sits full context of who we are, how we talk, what we've already said.

i write the first version myself, the sharp take with my actual conviction in it. that's the starting point.

then i open claude code and tell it:

here's the tweet, here's our messaging guide, here's the rollout strategy. now give me suggestions of the 7 points above (posts, websites, events, etc). it drafts variations that sound like me because it's working from my words, not generating from nothing.

for the @boundless_xyz mainnet campaign, it was before ai became what it is today, but still i tried to use the rule of 7x as much as possible.

this is how one message about "berryfiable compute" became a whole theme and showed up as tweets, threads, team photos, a commemorative NFT (1.5M mints, 48hrs), a 9k member telegram, live activations at conferences, a manifesto site with 4M wallet signatures, partner spotlights that each retold the story from a different angle and much more.

i break down the architecture and success of that campaign period in detail on this recording of my workshop at GTM con:

with any upcoming major campaigns, you should not only keep the 7x principle in mind, but use AI to execute.

it can do much more, but at the least use it for content creation. this blew my mind:

distribution > creation

i genuinely believe most people in crypto and tech are sitting on good ideas. it's just that distribution is the unsexy part, but it's the part that makes the work work.

and now with ai you have no excuse. you can take one strong idea and turn it into a week's worth of content across platforms in an hour. the bottleneck was never ideas. it was always showing up enough times for people to believe you meant it.

think for yourself, but use AI to create 6-10 versions of the same notion. say it again. say it differently.

your job isn't to have the most original take in the room. your job is to be the person who showed up enough times that the room started to believe you.

rinse and repeat. repeat. repeat. repeat.

you posted something great, maybe your best take ever. it got some likes, a few comments, and then it was gone into the ether of the algorithm.

you moved on to the next thing.

the posts are not bad, but treating every one of them like a one-night stand instead of building a relationship is not how the momentum we all dream of builds.

7x rule is simple: people need to encounter your message at least 7 times, in different contexts, before it sticks.

not 7 impressions of the same tweet. 7 different angles, formats, and moments where the same core idea reaches them and starts to feel familiar. familiar enough to trust and act on.

advertising has known this since the 1930s, but somehow in the age of content creation everyone forgot it and started optimizing for novelty instead of retention.

let's do some math.

you post something on X. the algorithm shows it to max 3% of your followers. on Linkedin, organic reach for pages dropped over 60% since 2024, with company posts now reaching roughly 2-5% of followers. of the ones who actually stop to read, most won't remember it tomorrow.

one post doesn't stand a chance in most cases, but repetition does.

here's where most people get weird about it. they think saying the same thing twice makes them look like they're out of ideas, or they are boring.

the opposite is true. the people you admire for "owning" a topic said the same thing hundreds of times. you just weren't paying attention to all of them.

think about it: how many times did you hear "modular blockchains" back in the day, popularized by @celestia, before it actually clicked for you? it was probably somewhere around the seventh or eighth, when it finally showed up in a context that made it personal.

that's the 7x rule at work.

the difference between someone who "owns" a narrative and someone who "had that idea first" is almost always distribution, not originality. Celestia didn't come up with this term, but they used the great powers of marketing to own it.

what repetition actually looks like

no copy-pasting is allowed! you must reframe with logic. one idea, seven ways:

• an interactive website showing the concept

• a post with a sharp take, thread and article with deeper explanation

• a post with a personal story

• a reply under someone else's post where that idea is relevant

• a clip from a talk where you said it on stage

• a set of collaborators that make sense to include and recreate it with

• an irl event that is curated around the same concept

same message with different packaging and different context each time. that's how trust compounds.

the people who do this well don't feel repetitive because every version adds a new layer, a new POV.

remember: automation is not intelligence (!!)

here's where i see most people misuse ai and where i see a real unlock. if you trust the ai with all of it from start to finish, you might end up with mid takes that sound like everyone else.

flip the workflow: think of what you want to say and use ai to multiply YOUR best ideas across formats, platforms and events.

i keep a folder on my mac with everything: messaging docs, positioning strategy, past posts that performed, voice note transcriptions about our narrative. claude code reads all of it. it sits full context of who we are, how we talk, what we've already said.

i write the first version myself, the sharp take with my actual conviction in it. that's the starting point.

then i open claude code and tell it:

here's the tweet, here's our messaging guide, here's the rollout strategy. now give me suggestions of the 7 points above (posts, websites, events, etc). it drafts variations that sound like me because it's working from my words, not generating from nothing.

for the @boundless_xyz mainnet campaign, it was before ai became what it is today, but still i tried to use the rule of 7x as much as possible.

this is how one message about "berryfiable compute" became a whole theme and showed up as tweets, threads, team photos, a commemorative NFT (1.5M mints, 48hrs), a 9k member telegram, live activations at conferences, a manifesto site with 4M wallet signatures, partner spotlights that each retold the story from a different angle and much more.

i break down the architecture and success of that campaign period in detail on this recording of my workshop at GTM con:

with any upcoming major campaigns, you should not only keep the 7x principle in mind, but use AI to execute.

it can do much more, but at the least use it for content creation. this blew my mind:

distribution > creation

i genuinely believe most people in crypto and tech are sitting on good ideas. it's just that distribution is the unsexy part, but it's the part that makes the work work.

and now with ai you have no excuse. you can take one strong idea and turn it into a week's worth of content across platforms in an hour. the bottleneck was never ideas. it was always showing up enough times for people to believe you meant it.

think for yourself, but use AI to create 6-10 versions of the same notion. say it again. say it differently.

your job isn't to have the most original take in the room. your job is to be the person who showed up enough times that the room started to believe you.

rinse and repeat. repeat. repeat. repeat.