Note: Two Granola captures exist for this meeting (0af1758a by Michael, a86bf3c7 by Blake Stewart). Both IDs are in frontmatter.
Date: 2026-09-22, 11:00 AM EDT Attendees: Michael Houck, Adam Gillman (client), Blake Stewart (AM), Blake Emal (writer), Tatem (JOLT video), Ben Ornstein (CoS) Granola: https://notes.granola.ai/d/0af1758a-1484-4f58-933f-a9c00a00f2a8
Summary
Full kickoff with Adam Gillman and the whole delivery team. Adam’s background: ran all finance and ops at Haya Health, bootstrapped to 9-figure revenue in under 4 years. He is building a consulting/advisory business targeting ecom founders who have found PMF but need help scaling - cash flow, supply chain, brand, exit positioning. Typical ICP: 21-30 year-olds doing $1-5M/month with no formal business training.
Content plan: X and LinkedIn daily. Blake Emal writes; Blake Stewart manages. 12 content pillars in an Apple Note PDF (Adam to send). Voice benchmarks: Gary Vee (energy), Hormozi (max acceptable salesiness ceiling), Greg Eisenberg (value-per-word standard). Brett Adcock / robotics is the thought leadership parallel on X.
Jolt video: scripted preferred (credibility line + CTA), weekly batch sessions (90 min or two 45-min blocks), podcast clip repurposing, microboosting TikTok only at launch to compress iteration curve. Tatem sends filming setup recommendations.
Funnel: all platforms to a single landing page (email capture only, no nav), post-signup survey segments into high-fit (high-ticket email sequences) and low-fit (pricing TBD; current $999 needs rethinking - Michael to send written proposal). Newsletter direction to be workshopped internally; Ben leads setup. Adam’s team: Matt (client-facing, Wisconsin for a few weeks) and Gary (filming, in Florida with Adam).
Decisions
- Content first-post targets: X live by end of September (Blake to push initial ideas this week, treat next week as week one); all channels: Monday October 5 (week 3 start).
- Scripted video primary: with occasional interview-style mixed in; Tatem leads format.
- Microboosting: TikTok only at launch to accelerate iteration; not on X; framed as compressing 3 months to 1 month of learnings, not a long-term strategy.
- Weekly content sync: Adam open to a standing call with Blake Stewart for topic gathering and prompts (Blake to schedule).
- Funnel structure: landing page email-capture-only with survey segmentation; Michael to deliver written proposal for low-end offer within 48 hours.
- Client contact protocol: communicate via Slack with Matt; Gary for filming coordination.
- Haya content use: stories used as texture and credibility in posts, never to drive Haya signups.
Action items
- Michael: Send full funnel proposal and follow-up notes to Adam within 48 hours; cover low-end offer repricing
- Michael: Add Gary and Matt to Slack
- Blake Stewart: Schedule weekly content sync with Adam
- Blake Stewart: Send Adam initial X content ideas by end of this week
- Adam: Send Blake the 12-topic Apple Note PDF (content pillars)
- Adam: Share fireside chat video with team (upload failed via intake link - large file)
- Adam: Provide LinkedIn access code (emailed verification code)
- Tatem: Send filming setup recommendations to Adam (mic, ring light, background, tripod) via Amazon list
- Ben + Blake Stewart + Blake Emal: Brainstorm newsletter direction options internally, then present to Adam
- Ben: Lead newsletter admin setup; flag to Adam the few settings only his team can complete
- Adam: Get domain-level site access to Michael once build is ready (communicate via Slack with Matt)
Notable transcript excerpts
On his ICP and what he can add:
“There’s a lot of people today - 21-year-old kids that have scaled to $1, $2, $5 million a month, working out of their mom’s basement, no college education, just utilizing free resources online. These guys have no idea how to run a business. How to optimize for cash flow. Supply chain management, how to build a brand. Because most of these people ultimately want to build something they can exit, and if all they built is a demand generation machine with an awful brand underneath, that’s the difference between a 2x and a 10x multiple when you try and sell.”
On Haya as texture (not a CTA):
“The stories that I tell, I want to be centered around Haya. I don’t want to drive people to sign up for Haya. Just wanted to align there.”
On prior content frustration:
“One of the things is the extent to which the content’s repeated. Drives me fucking crazy. It feels like there’s only like 7 pieces of unique content that have been posted. I certainly want to be a lot more diverse than that.”
On content comparables:
“I like the way Greg Eisenberg approaches his content. Everything is extremely high value. The level of thought that goes into what he puts out is just remarkable.” Also: “I like the way that Hormozi approaches his content. He’s like the furthest I would want to go in terms of how salesy he is.”
On microboosting (Tatem framing):
“What could be like a 3-month thing into a month thing for me, and we’re able to know exactly what’s working.”
Note on fireside chat file: Adam flagged it contains a comment he regrets about his co-founder. Team should not pull or publish that section. He acknowledged between them it is “not necessarily untrue” but not something he wants said publicly.