- Client: Decade Labs. Our contact: Josh Kaplan (founder, on-camera voice). Also Malisa Gandevani (Decade Labs, feeds anecdotes)
- Slack channel: jolt-decadelabs (C0C33UCPT39, Slack Connect with Decade)
- Agencies: JOLT! (TikTok first, then IG Reels, X tertiary). Not a Megaphone client.
- Kickoff: 2026-09-24, see kickoff notes
- Photos: Dropbox
/Client Assets/Decade Labs/2026-09/(3 HEICs from Malisa, 2026-09-28; the sleeping shot is post-triathlon)
Posting boundaries
- Stealth: Josh is still publicly full-time at Ghost. Decade Labs (“the people’s supplement company”) is unannounced. Content is a personal health and lifestyle layer, never a product pitch, and never names Decade Labs until he says so.
- Tone: judgment-free, low-ego, non-prescriptive (“here’s what I do, feel free to ignore it”). Anti fear-framing.
Hook bank (life facts, for Tatem’s scripts)
Source key: [K] = Josh or Malisa on the 2026-09-24 kickoff call; [M] = Malisa in Slack, 2026-09-28 (secondhand, not Josh’s own words).
- Has never had an Oreo. [K] Malisa doesn’t remember his exact words, only the statement. Context she recalls: his father is a functional doctor, so he grew up very aware of what went in or on his body. [M]
- Only been on antibiotics twice in his life. [K]
- Has never taken Tylenol. [M]
- Has meditated since he was five. [M] (she typed “mediating”; read as meditating)
- Visited Blue Zones out of curiosity, including Sardinia; has spent time in Samoa and Bali. [M]
- Works out 7 days a week. [M]
- Quit coffee. [M]
- Fragrance-free lifestyle. [K]
- No polyester underwear: “It’s plastic.” [K]
- Did a triathlon (photo is from just after). [M]
- Topic pillars he named: magnesium, sunlight, everyday toxin exposure. [K]
Malisa is keeping a running list and will add to the Slack thread as items come up.
History
- 2026-09-24: kickoff
- 2026-09-28: Josh connected TikTok to Tatem; Malisa answered the kickoff follow-up (hooks + photos); page created