Matt Gray
Founder & CEO, Founder OS | Proven systems to grow a profitable audience with organic content.
Matt Gray shares systems for entrepreneurs to build profitable audiences using organic content. He's known for long, numbered lists packed with actionable advice, often starting with a bold statement or personal anecdote.
15.4/wk
200 posts in 30d
1.3K
avg per post
24.4%
comments / total
5.4%
reposts / total
numbered list
Sun · 2 PM CET
Voice & tone
Matt's voice is direct, encouraging, and authoritative, like a mentor sharing hard-earned wisdom. He uses a conversational style, avoiding jargon and speaking plainly. There's a sense of urgency and practicality, as if he's saying, "Here's what works, now go do it." He often uses short, declarative sentences for emphasis, such as "Clarity comes in silence."
Signature phrases
- “Here are X rare traits I see...”
- “X habits that (quietly) changed my life forever:”
- “Life hacks I know at X, I wish I knew at Y:”
- “Systems eliminate the need for motivation.”
- “Delegation beats doing it yourself.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
33 habits that (quietly) changed my life forever: 1. Protect The First 4 Hours Of The Day Your morning hours are sacred. Guard them like your life depends on it. 2. Write Before The World Wakes Clarity comes in silence. Write first, react later. 3. Break A Sweat Daily, Energy Is Everything Movement isn't optional. It's the foundation of everything. 4. Watch The Sunrise Often Nature resets your nervous system better than any app. 5. Say "No" With Love Protect your time without burning bridges. 6. Ask: "What's The One Domino That Knocks The Rest?" Focus beats volume every single time. 7. Operate From Systems, Not Moods Systems eliminate the need for motivation. 8. Journal My Fears Until They Dissolve Writing exposes irrational thoughts. 9. Automate One Task Every Week Compound small automations to leverage. 10. Build Once, Distribute Forever Create assets that work while you sleep. 11. Re-Read My 10 Year Vision Weekly Clarity fades without repetition. 12. Ask "Who Not How" Every Day Delegation beats doing it yourself. 13. Leave One Day Plan-Free Spontaneity feeds creativity. 14. Call My Parents Unprompted Connection matters more than productivity. 15. Give Credit Publicly, Often Generosity compounds faster than hoarding. 16. Build A Brand I Actually Admire Don't build what you think will work. Build what you respect. 17. Return To Nature Every Week Disconnect to reconnect. 18. Practice: Slow Is Smooth And Smooth Is Fast Rush kills quality. Patience wins. 19. End Showers Cold Discomfort training builds mental resilience. 20. Carry A Pocket Notebook Everywhere Ideas don't wait for you. 21. Sketch Ideas Instead Of Typing Them Visual thinking unlocks solutions. 22. Meditate On Impermanence Everything ends. That makes today matter more. 23. Leave My Phone Outside The Bedroom You before notifications. 24. Let Go Of One Grudge Carrying resentment only punishes you. 25. Sing Alone In The Car, Loudly Joy doesn't require an audience. 26. End The Day With Gratitude What you focus on expands. 27. Eat Until I'm 80% Full Discipline at the table creates discipline. 28. Eat The Same Lunch Every Day Decision fatigue is real. Eliminate unnecessary choices. 29. Invest Automatically Monthly Wealth is built through systems, not impulses. 30. Edit My Possessions Every 90 Days Clutter in your space creates clutter in your mind. 31. Block One Full Week Per Quarter Fully Off-Grid Deep rest creates deep work. 32. Sleep Without An Alarm Your body knows what it needs. 33. Replace "I Have To" With "I Get To." Language shapes reality. Choose empowering words. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want to learn how to build a profitable personal brand that grows even when you’re not around? Join my free live Workshop on March 24th (A few hours away) to steal my homework: https://fos.now/EGZejJ
The hook uses a high number (33) to suggest a comprehensive transformation. The word "quietly" adds intrigue, implying subtle but powerful changes.
The post is a numbered list of 33 habits. Each item is a short, actionable tip, often followed by a brief explanation.
- Short, punchy headlines
- Benefit-driven language
- Focus on actionable steps
The post ends abruptly after item 15 due to character limits, but the high number of items encourages readers to engage and ask for the full list, driving comments.
Use high numbers in your lists to suggest comprehensiveness.
Life hacks I know at 36, I wish I knew at 19: 1. Learn Storytelling Storytelling is the highest intangible ROI skill you can learn. Sales, hiring, marketing, it's all storytelling. Start with basic storytelling frameworks (e.g. the Hero's Journey) and the 7 fundamental emotio…
The hook uses a personal anecdote (age) to create relatability. The phrase "I wish I knew" creates a sense of missed opportunity, making readers curious.
The post is a numbered list of life hacks. Each item is a piece of advice, followed by a brief explanation of its importance.
- Personal anecdotes
- Concise explanations
- Relatable language
No explicit call to action, but the relatable content and promise of self-improvement naturally encourage engagement.
Frame your advice as lessons learned from personal experience.
I’ve hired 90+ high performers in the last 3 years. Here are 8 rare traits I see in every high performer: 1. Grit This one’s a non-negotiable. What is it? • Ability to persist through obstacles • Strength to bounce back from failure • Tenacity to keep pushing, no matter the…
The hook establishes authority by stating a specific number of hires. It promises insights into what makes high performers successful.
The post is a numbered list of 8 traits. Each trait is defined and explained, with examples of how it manifests in high performers.
- Clear definitions
- Real-world examples
- Emphasis on rarity
No explicit call to action, but the valuable information encourages readers to share their own experiences and opinions, driving comments.
Use specific numbers to establish credibility and authority.
What drives their engagement
Matt's posts often invite comments by asking for input or promising to share more content. The numbered lists encourage discussion around which points resonate most with readers.
The actionable advice and relatable anecdotes make his content highly shareable. People repost to share valuable insights with their network.
High. The lists of tips and habits serve as a reference for readers to revisit and implement in their own lives.
Content pillars
Habits & Routines
30%Daily practices for productivity and well-being.
Hiring & Team Building
25%Strategies for finding and managing high-performing teams.
Entrepreneurial Mindset
20%Shifting perspectives for business success.
Personal Growth
15%Self-improvement tips for a better life.
Systems & Automation
10%Creating efficient processes for business and life.
Hook patterns
Numbered Transformation
Number + 'things that changed my life'
“"33 habits that (quietly) changed my life forever:"”
→ People are drawn to lists promising significant personal change.
Age-Based Wisdom
"Life hacks I know at [older age], I wish I knew at [younger age]"
“"Life hacks I know at 36, I wish I knew at 19:"”
→ It suggests valuable lessons learned from experience.
Hiring Expertise
"I’ve hired [number]+ high performers in the last [time period]."
“"I’ve hired 90+ high performers in the last 3 years."”
→ It establishes authority and offers insider knowledge.
Bold Statement
Direct, declarative statement of fact or opinion.
“Protect The First 4 Hours Of The Day”
→ Grabs attention with a strong, confident assertion.
Contrarian Claim
Presenting a viewpoint that challenges conventional wisdom.
“Operate From Systems, Not Moods”
→ Sparks curiosity and invites discussion.
Top-performing hooks
“33 habits that (quietly) changed my life forever:”
→ The post offers a comprehensive list of actionable habits, providing immediate value to the reader. The numbered list format makes it easy to digest, and the personal tone builds trust and relatabilit
“Life hacks I know at 36, I wish I knew at 19:”
→ The post offers actionable advice in a clear, numbered list format, making it easy to digest and implement. The call to action (DM for more) provides a direct way for the audience to engage and receiv
“I’ve hired 90+ high performers in the last 3 years.”
→ The post provides a valuable list of traits for identifying high performers, appealing to a broad audience of managers and recruiters. The numbered list format makes the information easily digestible
“How to set a company strategy you'll actually use:”
→ The post provides a clear, actionable framework for developing a company strategy, broken down into easily digestible steps. The numbered list format and bold headings make it scannable and highly pra
“How to design your dream life in 2026.”
→ The post provides a clear, actionable framework for designing an ideal life, tapping into the desire for personal fulfillment. The numbered list format and relatable questions make the advice easy to
“Notebooks are the new operating systems.”
→ The post presents a contrarian view on productivity tools, offering a simple, actionable framework. The numbered list format makes it easy to digest, and the call to action provides further engagement
What works
- Numbered lists dominate, accounting for 80% of his posts and averaging 1355 engagement.
- Bold statements as hooks are effective, seen in posts like "33 habits that (quietly) changed my life forever:", averaging 1328 engagement.
- Very long posts (350+ words) significantly outperform shorter ones, suggesting his audience values depth and detail.
- Personal anecdotes, like starting a post with "Life hacks I know at 36, I wish I knew at 19:", create relatability.
- He uses short, declarative sentences for emphasis, such as "Clarity comes in silence."
- His consistent posting schedule (15.4 posts/week) keeps him top-of-mind with his audience.
Steal this for your own LinkedIn
- Create numbered lists offering actionable advice on personal or professional development.
- Start your posts with a bold statement or personal anecdote to grab attention.
- Write in a direct, conversational style, avoiding jargon and complex language.
- Share your own experiences and lessons learned to build relatability.
- Post consistently to stay top-of-mind with your audience.
- Ask questions at the end of your posts to encourage comments and discussion.
Compare Matt with…
vs Gary Vaynerchuk
Gary Vaynerchuk vs Matt Gray: Motivation beats systems on LinkedIn
vs Alex Hormozi
Alex Hormozi vs Matt Gray: Viral reach versus conversation depth
vs Sahil Bloom
Matt Gray vs Sahil Bloom: Systems vs Stories on LinkedIn
vs Justin Welsh
Justin Welsh vs Matt Gray: Bold stories beat numbered lists on LinkedIn
vs Codie Sanchez
Codie Sanchez vs Matt Gray: Contrarian conviction beats systems thinking
vs Ruben Hassid
Matt Gray vs Ruben Hassid: Reach versus conversation on LinkedIn
Get the full Matt Gray playbook
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Posting patterns
Matt posts frequently, averaging 15.4 posts per week, demonstrating a commitment to consistent content creation.
His posts perform best on Sundays around 13:00 UTC, suggesting his audience is receptive to personal development content on weekends.
Very long posts (350+ words) perform best, averaging 1380 engagement, indicating his audience appreciates in-depth, detailed content.
Engagement by day
Content mix
avg 1.4K engagements per post
avg 725 engagements per post
avg 885 engagements per post
avg 991 engagements per post
The focus on numbered lists and how-to guides caters to his audience's desire for practical, actionable advice. The occasional story adds a personal touch, building trust and relatability.
