BACKGROUND:
No outbound. No paid ads. Just content, word of mouth, and compounding trust. It's netting him 1.5M+ impressions monthly.
They launched only 9 weeks ago and already have 50+ paying customers for their AI agent service (including Guru and Yotpo) and are growing 50% month over month.
And they just raised $15M from a16z to build an autonomous GTM engineer.
All 100% from Li.
So I binged every post Amos has dropped to decode his strategy.
LETS DIVE IN:
1. POST STRUCTURE
Every post from Amos is a rallying cry.
It’s not “here’s a product.”
It’s “here’s a new way to think.”
His structure follows a consistent arc:
→ Outdated Belief – He attacks legacy thinking in SMB growth: scaling through headcount, bloated orgs, inefficient ops.
→ New Playbook – He reframes the problem with sharp, future-forward takes on intelligent scale powered by AI agents.
→ Swan’s Role – Without sounding promotional, he naturally positions Swan as proof that the new model actually works.
As a result, he positions the product in the B2B landscape, pointing to where the problem exists in their business and why they should solve it.
This storytelling builds a sense of urgency. And drives a burning “how” every time you read one of his posts.
2. POSTING STRATEGY
Amos posts 3–5x a week—but every post hits like a manifesto.
His approach has clear nods towards Adam Robinson and Creators like Gal Aga.
Here’s how his content flows:
A. Top-of-Funnel (TOFU)
Big-picture posts challenging startup dogma. Think:
- “You don’t need 100 employees to hit $30M ARR.”
- “The new power move isn’t hiring faster - it’s automating smarter.”
These are highly shareable, resonate with early-stage founders, and build viral reach.
B. Middle-of-Funnel (MOFU)
Where the vision meets reality.
These posts fall into two types:
- Authority Posts – Contrarian takes on team structure, scale, and efficiency (e.g. ARR/Employee as the new metric—“The Swan Metric”).
- Product Posts – Not feature dumps. Real examples of problems Swan AI solves and how it turns teams into 100x operators through agent-powered workflows.
C. Bottom-of-Funnel (BOFU)
Instead of generic case studies, he makes his bottom-funnel posts narrative-driven:
→ He shares behind-the-scenes learnings from trying to hit $30M ARR with just 3 founders and agents.
This is a unique approach to BOFU because Amos and Swan are the case study, they are the product.
You find yourself routing for Swan and Amos while being influenced at the same time. Genius.
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The result?
Swan isn’t just another AI startup.
It’s becoming the blueprint for the next wave of lean & mean technology companies.
- The wildest part? Amos is just getting started.
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