By Matt Epstein

May 14

We’ve done 30 of the largest launches on X.

They all follow a specific formula that can be copied again and again… using Claude code. In this I will show you how and exactly how to get millions of views for your launch with 95% of the process being done by Claude for you. Most people use AI the same way they use Google. They open ChatGPT or Claude, type in one prompt, take the first answer, maybe ask it to “make it better,” and then call it done. That is exactly why most AI-written content sounds like garbage. It has no taste, no structure, no research, no editorial judgment, and no understanding of what actually makes people stop scrolling.

We do not use Claude as a writer. We use Claude as an operating system for launches.

The secret behind every viral launch: A viral launch s the result of: research, positioning, novelty extraction, hook writing, narrative structure, proof, demo flow, editing, and distribution. 95% of the success of launch comes down to what we call the “BOLD CLAIM” This is what you are introducing and what makes it different than anything else out there.

For example: If you say “introducing the worlds first AI ad maker” you likely will not go viral in todays landscape, you might have 2 years ago. Why? There are a million AI ad makers out there and the way you are positioning your product is not novel.

If you say “introducing the worlds first AI ad orchestrator that makes ads with your content and kills AI slop” you have a much higher liklihood of going viral because this is NOVEL and it solves a BIG pain point in the market.

Most founders build thier launch positioning based on what THEY think the market wants, rather than relying on first party data to show what the market wants and what they hate to counter position against. We built a system that forces Claude to do intense research to figure out how to position any product based on: Youtube outliers, deep reddit research, EVERY launch on X + 200 other data sources.

This research creates a 10x HIGHER liklihood that your launch will resonate. A video/product that resonates in market is the difference between a launch that books HUNDREDS of demos and one that books NONE.

The crazy part: Our research has literally uncovered key motivators of market that has changed the development teams of the companies we work with. Knowing what your market DEEPLY wants and VALUES shouldn’t only change the way you market, it should change what you build.

Here’s how it works:

Inside Claude Code, we run a group of 21 specialized agents. Each agent has one job. One researches the market. One studies viral launches. One finds what customers are already saying. One pulls out the product’s most novel claim. One writes hooks. One critiques tose hooks. One rewrites them. One checks if the narrative is actually interesting. One checks if every line makes the product feel more important. Each step passed through a Manager step. This agent’s job is to check the work, and give feedback to the agent it manages.

The key is that Claude is not allowed to just “write the launch.” That is how you get AI slop. Instead, Claude has to move through a process where every piece of the launch gets attacked, rewritten, scored, and improved before it gets to the final version.

Before a single line is written, the system starts with research. It looks at the company, the product, the market, the competitors, the category, the founder story, and the existing customer language around the problem. Then it studies what has already gone viral in similar categories and starts pulling out patterns.

If you look at the image above, you’ll see something called the Mom test agent. We trained this agent on my mom: a 61-year-old woman who only knows how to use Facebook. this agent is trained to call out things that my mom wouldn’t understand in the launch script. if you want a super viral launch (say 10 million views) your content needs to be easily understandable by anyone who’s extremely non-technical or even extremely low IQ. you could call this a mass market test. I call it the Mom test

This is one of the biggest differences between average launch content and content that actually moves. Most people write from what they want to say. Great launch content starts with what people already care about.

If you are launching a product, nobody cares that you “built a platform.” Nobody cares that you “help teams save time.” Nobody cares that you “streamline workflows.” Those are dead phrases. They sound like every B2B SaaS homepage on the internet. That is why the research phase matters. Claude is not just looking for information. It is looking for the strongest possible angle. The thing that makes the product feel novel, urgent, obvious, or inevitable.

Once we have that, Claude moves into the hook.

The hook is where almost every launch dies.

Most launch hooks are polite. They sound like the founder is trying to be professional instead of trying to earn attention. They open with something like, “Excited to announce we raised $20M to help teams improve their marketing workflows.”

Nobody cares.

A strong launch hook has to instantly answer three questions: what is being launched, why does it matter, and why has this never existed before?

If the first line does not do that, it gets rewritten. If the claim feels too generic, it gets rewritten. If the product sounds like something people have already seen before, it gets rewritten. Claude keeps going until the hook has the one thing every viral launch needs: a clear, specific, interesting reason for people to pay attention.

Then we move into the body.

The body of a launch has one job: make the claim feel real.

This is where most founders lose people. They make a big claim, then support it with vague product marketing language. They say the product is “powerful,” “seamless,” “intelligent,” or “built for modern teams.” None of that means anything.

The body has to prove the hook through a simple sequence. Show the product. Show the before state. Show the new behavior. Show the moment where the viewer understands why this matters. Every part of the launch should make the product feel more useful, more novel, or more inevitable.

Claude takes the core claim and turns it into a demo-driven narrative. It decides what needs to be shown first, what needs to be explained, what can be cut, and what moments make the product feel like a real breakthrough. This is where the launch starts becoming more than an announcement. It becomes a story people can follow.

Then the system runs what I think is the most important part: the weapons check.

Every line gets judged on two things.

First, invention novelty. Does this line make the product feel like something new exists in the world?

Second, copy intensity. Is the line sharp enough that someone actually feels something when they read it?

Both matter. A line can be true and still be boring. A line can be clear and still be weak. A line can explain the product accurately and still do nothing to make someone care.

That is why filler gets cut aggressively. If a line does not make the product feel more important, it is gone. If a line sounds like something any company could say, it is gone. If a line explains something that should be shown visually, it is gone. The final launch should feel like every sentence survived a fight.

This is why most launch content feels average. It has three good ideas buried under 40 seconds of filler. The founder says something interesting, then immediately waters it down with generic explanation. Our system does the opposite. It forces every line to justify why it deserves to stay.

The final output is not just a finished post or script. Claude gives us the research, the positioning options, the hook iterations, the rejected versions, the critique, the rewrites, and the final version. There is a full paper trail showing how the launch was built.

Then I come in and edit the final 5%.

That part still matters. Claude can do the heavy lifting, but taste still matters. Judgment still matters. Knowing what will feel exciting to the market still matters. The goal is not to let Claude replace creative judgment. The goal is to use Claude to do the depth of work no human team would realistically do every single time.

A normal founder thinks about their launch post for 30 minutes.

Claude can think through hundreds of angles, study what has already worked, rewrite the hook dozens of times, attack weak logic, cut filler, and force the launch into the strongest possible version before a human even touches it.

🚨 To show you how powerful our agent system is at writing viral launches I will write your launch script for you using it. Comment below what you’re launching with some info… (if you want to stay incognito, make it up or give me someone elses launch lol). I’ll reply back with a fully written launch script from our Agent. This system does not guarantee virality. Nothing does. But it gives you a launch built from the same formula we have used across 30 launches, 26 of which have gone viral.