{
"$schema": "Founder Brand Playbook · v2 (full package: infographic + carousel + website page)",
"_comment": "Single brief drives all three deliverables. Required fields are unmarked. _underscore fields are inline docs and ignored by generators.",
"slug": "founder-slug-kebab-case",
"series_number": "№002",
"subject": {
"name": "Founder Name",
"role": "Co-founder & CEO, Company",
"handle": "/in/linkedin-handle",
"photo": "assets/founder-slug.jpeg"
},
"hook": "He turned *571 posts* into *$24.8M* of pipeline",
"_hook_comment": "Used by infographic AND carousel cover. Wrap emphasis in *asterisks* (rendered gold-italic). No trailing period. Under 90 chars.",
"dek": "A playbook on [company] co-founder [name] and the publishing system running behind their feed.",
"_dek_comment": "Italic subtitle on infographic.",
"stats_eyebrow": "the receipts",
"stats": [
{ "value": "571", "label": "Posts analyzed\n2019–2026" },
{ "value": "$24.8*M*", "label": "Pipeline from founder-led content in 2025" },
{ "value": "20*K*", "label": "Followers\nzero paid promo" },
{ "value": "7.4", "label": "Posts per month, metronome cadence" }
],
"_stats_comment": "EXACTLY 4. Used by infographic AND carousel slide 2. Wrap unit suffixes (M, K, %, x) in *asterisks*. Use \\n for label line breaks.",
"patterns_eyebrow": "five patterns · repeated relentlessly",
"patterns_headline": "The system, *reverse-engineered*",
"_patterns_headline_comment": "Wrap closing phrase in *asterisks*. Used on infographic + website hero of the patterns section.",
"patterns": [
{ "title": "The milestone timeline", "desc": "Don't announce the number. Show the dated path that led to it." },
{ "title": "The team highlight", "desc": "Named humans. Specific impact. Your team is your second distribution layer." },
{ "title": "The contrarian take", "desc": "One sharp opinion. One earned receipt. Never hedge." },
{ "title": "The monthly recap", "desc": "A rigid shape readers learn to expect. Oversharing, structured." },
{ "title": "The behind-the-scenes", "desc": "Small, specific, weirdly intimate. No CTA. Pure texture." }
],
"_patterns_comment": "EXACTLY 5. Title 3-6 words, desc 12-18 words. Used by infographic, carousel teaser slide, website pattern grid + modals.",
"meta_move": {
"title": "Teach the playbook you run",
"desc": "His most-saved Q1 post was a post about posting. That's the flex."
},
"carousel": {
"_comment": "Carousel-specific copy. Required when generating the carousel deliverable.",
"cover_dek": "A playbook on Unify co-founder Austin Hughes.",
"stats_title": "Seven years. *One voice.* Numbers that would be luck once — *not four times*",
"thesis": "Austin isn't *posting.* He's running a *publishing operation*",
"thesis_attr": "Five patterns · repeated relentlessly · across 571 posts",
"pattern_1_headline": "Don't announce the number. *Show the path to it*",
"pattern_1_body": "When Tameem crossed $2M ARR, Austin didn't post the number. He posted the timeline that led there — eight dated bullets, eighteen months, compressed into forty seconds of reading.",
"pattern_1_pull": "April 15, 2024: Joins as Unify's first NBR. June 18, 2024: Closes his first deal two days later. February 2026: Crosses $2M closed-won.",
"pattern_1_src": "331 likes · 65 comments · Pattern instance",
"pattern_2_headline": "Celebrate named humans. *By name. In public*",
"pattern_2_body": "Three of his five highest-engagement posts this quarter name a teammate in the first sentence. Named-teammate posts recruit and retain in the same stroke — every tag becomes a reshare node.",
"pattern_2_pull": "The best early hires don't just do their jobs — they shape the company.",
"pattern_2_src": "On Adara, Cole, and Charlie's first year",
"page_tease": {
"charts": "Content mix, cadence over 7 years, top 5 posts, engagement DNA.",
"patterns": "Each with pull quotes, templates, and one-line takeaways.",
"meta": "Why his most-saved post of the quarter was a post about posting.",
"checklist": "Ship your next post inside the system. Steal the playbook."
}
},
"website": {
"_comment": "Website-page-specific data. The website is generated by copying the Austin Hughes reference and editing it section-by-section. See playbooks/_template/website-page.md and CLAUDE.md.",
"page_title": "Austin Hughes · Founder Brand Playbook №001 · Andrew McGuire",
"meta_description": "A founder brand playbook of Austin Hughes' journey. 571 LinkedIn posts, five patterns, and the system behind $24.8M in qualified pipeline.",
"meta_post": {
"_comment": "The 'meta-move' section embeds a real post mockup on the right side. Pick the post that best demonstrates the founder being meta — teaching the craft while practicing it.",
"headline": "His second-most-engaged post of the year was about *not fixing things yourself*",
"lead_paragraph": "In April 2025, Austin posted a Steve Jobs quote about taking a long-term view on people — then wrote three sentences on how he applies it at Unify. No product news. No metrics. No ask.",
"pull_quote": "As Unify continues to scale, I have to continue reminding myself that jumping in and solving the problem myself isn't the right answer.",
"pull_attribution": "Austin Hughes · April 7, 2025 · 2,322 reactions",
"closing_paragraph": "This is the meta-move. The post teaches the lesson and demonstrates the lesson — Austin is publicly practicing the long-view on his own team.",
"embedded_post": {
"linkedin_url": "https://www.linkedin.com/feed/update/urn:li:activity:7315007408295014400",
"topic": "The meta-move",
"date": "Apr 7, 2025",
"relative_time": "1y",
"body_html": "In 1992, Steve Jobs was asked what his biggest learning at Apple was.
His answer: it's important to take a long-term view on people.
...",
"reactions": "2,322",
"comments": "188",
"reposts": "174"
}
},
"top_posts": [
{
"rank": 1,
"topic": "Series B announcement",
"date": "Jul 15, 2025",
"relative_time": "9mo",
"linkedin_url": "https://www.linkedin.com/feed/update/urn:li:activity:7350901973308592128",
"body_html": "Today I'm thrilled to share that Unify has raised a $40M Series B...",
"image_url": "https://media.licdn.com/...",
"reactions": "2,729",
"comments": "637",
"reposts": "82"
}
],
"_top_posts_comment": "EXACTLY 5 entries, ordered by engagement. Each becomes a `.post-card` in the website page.",
"checklist": [
{ "rule": "Pick *one* of the five patterns", "desc": "Don't blend. Pick milestone, team, contrarian, recap, or texture." },
{ "rule": "Open with a *specific number*", "desc": "Dollars, days, headcount, deals. Never adjectives." },
{ "rule": "Name *real humans*", "desc": "First name minimum. Full tag when possible." },
{ "rule": "Structure with *(1) (2) (3)*", "desc": "Parenthetical numerals. It scans better on mobile." },
{ "rule": "Close with *momentum*", "desc": "One forward-looking sentence. One emoji max." },
{ "rule": "Ship *~7× a month*", "desc": "Not 30. Not 2. Seven." }
],
"_checklist_comment": "EXACTLY 6 items. The 'rule' is the action; *asterisks* mark gold-italic emphasis.",
"charts": {
"_comment": "Custom data-vis. Each chart needs its own data shape. Build per the reference, swap values.",
"cadence_by_year": [
{ "year": "2019", "posts": 23, "monthly_avg": 1.9 },
{ "year": "2020", "posts": 31, "monthly_avg": 2.6 }
],
"content_mix": [
{ "pattern": "milestone", "pct": 18 },
{ "pattern": "team", "pct": 24 },
{ "pattern": "contrarian", "pct": 12 },
{ "pattern": "recap", "pct": 22 },
{ "pattern": "texture", "pct": 24 }
],
"engagement_dna": {
"_comment": "Reaction breakdown. Reactions/comments/reposts split or per-pattern engagement.",
"by_pattern": [
{ "pattern": "milestone", "avg_reactions": 412 },
{ "pattern": "team", "avg_reactions": 891 }
]
}
}
}
}