Read time: 4 minutes
Founders are obsessed with reach. Almost none are building leverage.
Reach means people saw your content. Leverage means your content does work for you when you’re not in the room.
It attracts the right people. It filters out the wrong ones. It moves buyers closer to a decision without you chasing anyone.
Most founders are stuck in a reach loop.
Post.
Engage.
Repeat.
The problem isn’t effort. It’s signal.
Noise vs Signal
When your content sounds like everyone else in your space, you’re adding noise. And noise doesn’t create leverage… Signal does.
Signal is content that makes the right person stop and think: “This person gets my exact problem.”
It’s specific.
It’s opinionated.
It filters.
I ran this loop for months. Posting daily on LinkedIn, decent impressions, zero business results. The content wasn’t bad. The system behind it didn’t exist.
So I built a simple test for every post.
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🎯 The Leverage Test
Before I publish anything now, it has to pass three tests:
1. The Signal Test
Could anyone else have written this?
If you can swap your name for another founder and the post still works, it’s noise. I run every draft through one AI prompt:
→ “Would my ideal client know this came from me without seeing my name?”
If not, rewrite.
2. The Buyer Test
Is this attracting buyers, or just entertaining peers?
I paste my last 10 posts into AI and ask one question: “Which of these would make an ideal client reach out vs. just like and scroll?”
The answer is almost never what you’d expect.
3. The Action Test
Does this move someone forward?
Every post has a job. Subscribe, save, reply, download, repost. I use AI to map my weekly CTAs so each post drives a next step, not just a reaction.
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Three tests. That’s it.
When I started running my content through this filter, my impressions dropped a bit…
But DMs went up.
Newsletter signups went up.
Booked calls went up.
Because I stopped chasing reach and started building leverage.
The Bottom Line
Reach makes you visible.
Leverage makes you valuable.
Most founders fail one of these three tests.
Signal.
Buyer.
Or Action.
Which one is it for you? Reply and tell me. I read every response.