How the founder of Morning Brew built a Claude content machine that never runs out of ideas and never sounds like slop | Alex Lieberman

What It Covers

Morning Brew founder Alex Lieberman demonstrates his Claude-powered content machine at his AI company 10x, walking through a five-step system — Oracle, research, interview panel, voice drafting, and writer's council — that generates non-generic LinkedIn and X posts by extracting the creator's own words rather than inventing AI-generated text.

Key Questions Answered

• •The Oracle System: Build an AI agent that scans all internal systems — Slack, Notion, Gmail, Linear, meeting notes — plus curated external accounts daily, scoring ideas on three criteria: presence of anecdote, strength of point of view, and specificity of examples. This produces 15 ranked content spikes per day, split evenly between internal and external sources, eliminating blank-page paralysis entirely.
• •Workflow Mapping Before AI: Before deploying any AI, map the full content process as it would run with zero constraints — not as it currently runs. Most teams discover non-AI inefficiencies first. Then assign each step as human-led, AI-copilot, or fully automated. This constraint-free design approach applies to any business process, not just content creation.
• •Voice Codification File: Train the AI on your top-performing posts by building a markdown voice guide that captures hook formulas, sentence structures, self-deprecating tone patterns, and latent content DNA. Pair this with a content lessons file that logs every piece of feedback given after drafts, creating a reinforcing loop that prevents the model from repeating the same errors across future drafts.
• •Interview Panel Over Drafting: Replace AI drafting with an AI interview panel modeled on six specific interviewers — Tim Ferriss, Joe Rogan, Larry King, Barbara Walters, Howard Stern, Michael Barbaro — trained to extract specific stories and customer examples. Use voice-to-text to answer. The resulting transcript becomes the sole source material; the AI only shapes structure, never invents content, which eliminates generic output.
• •Employee Creator Cup: Run a month-long internal content challenge with a points system — 10 points per post, 3 points per engagement with a colleague's post, 50 points for editor's pick — plus collective unlock prizes requiring 70% team participation. At 10x, this $5,000 investment targets engineering recruitment, where one hire from the campaign exceeds typical recruiting agency fees many times over.