Date: 2026-09-24 6:00 PM EDT Attendees: Michael Houck (note creator, Rye Valley), Tatem (JOLT!), Blake Stewart (account manager, Foundingjourney), Malisa Gandevani (Decade Labs), Josh Kaplan (Decade Labs / client) Granola: https://notes.granola.ai/d/80b6eddb-ee3b-4558-801f-8f8a1a4a59d9
Summary
JOLT! kickoff call for Josh Kaplan (Decade Labs). Josh is a tech founder (still publicly listed as full-time at his company Ghost) launching a personal brand around functional health and integrative medicine. He has essentially no TikTok presence and a dormant Instagram with ~18k followers from a prior fashion business, giving a clean slate. Tatem is the content strategist; Blake is account manager and is also available in LA as a local cameraman. The call covered workflow, platform strategy, content pillars, Josh’s personal anecdotes and brand positioning, and posting cadence.
Decisions
- Platform sequence: TikTok first (using micro-boosting to measure save rates quickly), then cross-post to Instagram once proven. X/Twitter as tertiary (“TikTok = main course, Reels = side dish, X = snack”).
- Primary success metric: Save rate — not likes, comments, or follower count. High save rate = format/topic worth repeating.
- Posting cadence: Minimum 1 post per day; ideally 1-3. Tatem will not post less than daily.
- Month structure: Month 1 = experimentation, Month 2 = volume, Month 3 = expected follower growth.
- 60-day check-in to be scheduled to confirm engagement is on track.
- Early workflow: Josh sends a voice note at top of each week; Tatem writes scripts based on that; Josh reviews and records; Tatem edits and posts. Review step is optional and expected to drop after a few weeks.
- Trends: Case-by-case. Some non-talking-head trend formats acceptable when timely and on-brand; cheesy/off-brand ones skipped.
- Brand tone: Judgment-free, low-ego, approachable, non-prescriptive. Anti-Bryan Johnson fear-framing. Closer to Dave Asprey “here’s what I do, feel free to ignore it.” Tagline candidate: “I want to live for another 100 years.”
Action items
- Josh: Send TikTok and Instagram account credentials to Tatem (needed before posting can begin; create fresh TikTok if old account unusable).
- Malisa: Drop anecdotes and in-person moments into Slack as they happen (e.g., “never had an Oreo,” fragrance-free lifestyle — exact-phrasing content hooks).
- Tatem: Send initial content ideations and research to Josh via Slack.
- Team: Schedule 60-day check-in.
Notable transcript excerpts
On brand tone vs. Bryan Johnson:
“That is almost a fearful mindset of, wow, am I going to die early… I don’t think yours is, wow, I’m going to die early. I think yours is a lot more positive than that.” — Tatem
On Josh’s personal tagline:
“My thing that I say is I want to live for another 100 years. That’s like the thing. That’s my personal brand.” — Josh “That’s great. That’s very memeable. It’s very taglineable. That’s really good.” — Michael
On content hooks:
“He’s never had an Oreo. Yesterday I go, was that serious? He said it in a meeting.” — Malisa (about Josh) “That’s two truths and a lie — never had an Oreo, been on antibiotics twice in his life.” — Malisa
On save rate metric:
“The save rate is really the number one crucial metric that Tatem looks at. And that informs sort of, are we onto something here or not?” — Michael
On brand pillars (functional health topics):
“Talking about magnesium, talking about sunlight, talking about… you should not wear polyester underwear. Men nor women. It is really bad for you. It’s plastic.” — Josh
On organic approach:
“I know you mentioned you really like the organic route, which I 100% agree with that. I’m very big on organic, but for me, micro boosting is the fastest way for me to see if that save rate is going to increase.” — Tatem
Context
Josh is building in stealth — still publicly full-time at Ghost; new company (Decade Labs, longer-term vision as “the people’s supplement company,” affordable and accessible supplementation) not yet announced. Content will introduce the health angle as a personal lifestyle layer, not as a product pitch. His father is a functional doctor and core inspiration. Reference points cited: Dave Asprey, Dr. Josh Axe, George Heaton (Represent brand), Mark Hyman, Joe Rogan. Josh has never used TikTok as an application.
Note: Decade Labs is a JOLT! client, not a Megaphone Studio client. MEGA-1645 client-call pipeline does not apply.