Date: 2026-10-01 Decider(s): Michael Houck, Tatem Lindner Status: decided
Decision
Launch Michael’s short-form video brand (via JOLT, Tatem producing) as a creator brand first, not a marketing channel. Services promotion (Jolt, Megaphone, Lore, Hockey Stick) is deferred until growth is established. Two pillars launch simultaneously: mindsets/vulnerability and AI leverage/how-to. A third pillar (services) is added only once the audience is growing.
Context
This is the first structured short-form push for Michael personally (TikTok, IG Reels). Initial goal: 100K followers as fast as possible to build platform credibility and create an inbound sales surface for RV agency brands. The kickoff session on Oct 1 established positioning, cadence (7 videos week 1, scale to 21 week 2), and the creator-first guardrail explicitly.
Options Considered
- Instructional/how-to AI content only: drives saves and follows fast (Ben Gusberg’s growth cited as proof) but risks being a pure utility channel.
- “Build in public” / experience share only: more authentic but slower growth.
- Mixed from day 1 with services promotion: rejected; Michael explicitly does not want it to look like a marketing channel early.
Consequences
- Tatem produces scripts off Michael’s filming schedule.
- Minimum 3 posts/day; target 21/week once positioned.
- Direct-to-camera format to start.
- No service mentions or CTAs in early content.
- AI implementation videos are the only non-evergreen content pillar.
- Credentials hook in every video: big tech, Andreessen Horowitz, 10 years Silicon Valley.
Related
- Meeting: Shortform Kickoff for Houck (JOLT)