Stacy Muur(@stacy_muur):Lesson 2 on founder growth: Build expertise circles instead of chasing big accounts Your network is everything – and you should engineer it through building expertise circles. An expertise circle is a cluster of people, companies, investors, creators, analysts, customers, and operators who repeatedly discuss the topics the you need to be associated with. This is more useful than chasing “big accounts.” A founder does not need every famous person in the category to notice them. They need repeated visibility among the people who shape buying, investing, hiring, and partnership decisions in their market. That means, for each expertise circle, you need to map: - active founders; - category analysts; - investors; - operators; - newsletter writers; - technical experts; - customer-side decision-makers; - high-signal creators; - company accounts that consistently publish useful data. Then track what these people talk about. 1. Which posts trigger useful discussion? 2. What language do they use? 3. Which arguments repeat? 4. Where are people still confused? 5. Where can the founder add something non-obvious? This is where X becomes a live market research layer you can leverage. Read the full story ↓

2026.07.23 18:39

Lesson 2 on founder growth: Build expertise circles instead of chasing big accounts Your network is everything – and you should engineer it through building expertise circles. An expertise circle is a cluster of people, companies, investors, creators, analysts, customers, and operators who repeatedly discuss the topics the you need to be associated with. This is more useful than chasing “big accounts.” A founder does not need every famous person in the category to notice them. They need repeated visibility among the people who shape buying, investing, hiring, and partnership decisions in their market. That means, for each expertise circle, you need to map: - active founders; - category analysts; - investors; - operators; - newsletter writers; - technical experts; - customer-side decision-makers; - high-signal creators; - company accounts that consistently publish useful data. Then track what these people talk about. 1. Which posts trigger useful discussion? 2. What language do they use? 3. Which arguments repeat? 4. Where are people still confused? 5. Where can the founder add something non-obvious? This is where X becomes a live market research layer you can leverage. Read the full story ↓

Stacy Muur@stacy_muur

2026.07.21 17:39

I’ve been consulting several founders recently on building their X persona. I won’t cover the upsides here – it’s obvious. Instead, I want to create a series of tweets explaining HOW to build a strong profile on X. Lesson 1 ↓ First, define where the founder has real authority. A useful expertise zone is specific enough to support repeated, original commentary. For example: • not “fintech,” but “stablecoin card adoption and consumer payment behavior” • not “AI,” but “how small B2B teams use AI to compress research and GTM workflows” • not “startups,” but “how solo founders build distribution before hiring a marketing team” • not “crypto,” but “how Web3 projects turn community trust into measurable activation.” Each expertise zone should answer three questions: • What does the founder know better than the average market participant? • What does the company need to be trusted for? • What conversations are already happening on X where this expertise is relevant? The best founder personas sit at the overlap of lived experience, company strategy, and active market conversation. If the founder has no clear expertise zone, the account usually becomes random. It starts reacting to whatever is trending, copying bigger accounts, and posting broad advice that could come from anyone. This makes growth much (much!) more challenging.

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