🎙️ How I AI: How the founder of Morning Brew built a Claude content machine that never runs out of ideas

How the founder of Morning Brew built a Claude content machine that never runs out of ideas | Alex Lieberman (Tenex)

Listen now on YouTube • Spotify • Apple Podcasts

Brought to you by:Firecrawl —Power AI agents with clean web dataCustomer.io —Build customer engagement campaigns from a single prompt

Claire sits down with Alex Lieberman, Co-founder and Co-Managing Partner of Tenex, to dig into the AI content system he’s built inside Claude. Alex walks through how he finds ideas, gets interviewed by AI, codifies his voice, and runs drafts through a “Writer’s Council” before posting.

Biggest takeaways:

The blank page is the real enemy of consistent content, and an AI Oracle makes it disappear. Alex’s Oracle scans seven days of Slack, Notion, Gmail, and meeting notes, then surfaces 15 ranked content spikes each day—half from internal sources, half from the X and LinkedIn accounts he follows. Writing is actually the easy part; knowing what to say is where most people stall.

Map your current workflow before you touch any AI tool. Alex’s process started with drawing out every step of content creation as it already existed, then rebuilding it from scratch with no constraints. He found that most companies discover huge inefficiencies in this step that have nothing to do with AI at all. AI just forced them to look.

AI slop is mostly a people problem, not a model problem. Alex’s framing here is blunt: the only time the Content Machine produces slop is when the person being interviewed doesn’t share interesting enough ideas during the interview. The model is shaping clay, not inventing ideas. If the clay is bad, the sculpture will be bad.

Your voice lives in a Markdown file, and that file changes everything. Alex’s Content Machine pulls from a personal voice guide that captures his top-performing posts, hook formulas, content structures, and even specific language patterns like “self-deprecating confidence.” The system drafts against that file, which means it’s cali…