What's up everyone? This is Alex Lieberman co-founder and executive chairman of Morning Brew. Welcome back to founder's journal

My personal audio diary where I give you the business builder the tools you need to think better in order to build better

Whether that's building a business a team or a new product today. I am talking about the single most important mental model

I use to think about growing any of the businesses that I'm involved in let's hop into it

So I was reflecting yesterday actually at a conference that I was speaking at in Brooklyn

You know what is the most powerful

Framework that I use to think about businesses today

But that I also used to think about growing Morning Brew in the early days and I came up with something

It's not something that I was aware of when we were originally building Morning Brew

But in hindsight the model has not changed at all

So what I want to do is tell you a few stories and then share how it all ties together with a very simple framework

That you can use in your own businesses

So to set this stage it's

2015 my co-founder Austin and I had started Morning Brew at the University of Michigan

We had started putting out this newsletter. We probably had a hundred subscribers on it and we had one very simple question

How the hell do we get more subscribers to read this newsletter and now remember

We had never started a business before we never raised money for the business

so

We had to get creative and that's something as I reflect on my time

Boots trapping a business raising very little money not going to venture capital route

Something that it made us really really good at as founders is the idea of leverage

Not financial leverage, but leverage in the sense of how do you take one

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