Rob Lennon

Reactor.is

AI ghostwriter for LinkedIn, 𝕏, and article publishing focused on writing quality above all else.

CEO & Co-Founder

Lennon Labs

Practical AI skills you can put to use today:
• Access $1350 in top-tier AI courses + resources
• Exclusive Discord community with expert office hours
• Unlimited access. Low monthly fee

Founder & Principal Instructor

Self

Supporting solopreneurs, founders, and agency owners with coaching and consulting on audience growth and audience-driven business systems to drive $$$ at a fraction of the cost of traditional marketing.

Solopreneur Coach / Consultant

Maven

Demand Generation

Hugo.team

▹ Revamped website to 5X monthly new user acquisition versus the trend for the previous six months

▹ Built 90 days of onboarding emails/videos to encourage product activation allowing for 4X growth in daily active users

▹ Published 200-page book on teamwork to boost the brand, helping secure partnerships with Zoom & Atlassian, plus book 7 podcast interviews and generate 100s of new leads

Product Marketing & Education Lead

Zoomforth

▹ Enhanced lead gen strategy to exceed 5+ new meetings/week goal for a historically underperforming enterprise sales team

▹ Provided sales enablement strategies and customized proposals for 6-figure growth in multiple ‘whale’ accounts

Director of Marketing

Thunder Industries

Head of marketing and sales development, orchestrating a full demand generation program.

My content marketing and SEO program have been shockingly successful, resulting in the total dominance of all key search results for terms in our category.

I have implemented a successful, repeatable process for generating leads—both inbound and outbound—getting them sales ready, and connecting them with salespeople to ultimately become a customer.

As a growth marketer at a startup in a competitive mar-tech space, I have achieved phenomenal results with very little resources and team members. Doing a lot with a little is something I'm very good at.

See my job at Thunder prior to this promotion for some idea of what I'm up to.

Associate Director of Marketing

✓ Go-To-Market Strategy
Driving the go-to-market strategy for new products to double multi-million dollar revenues last year.

✓ Product Strategy
Working daily to align product managers and developers as we translate what we know about the customers and market into a ground-breaking offering, including digital product design, feature prioritization, UX problem-solving, and interface copywriting.

✓ Management & Mentorship
Forging cross-team collaboration across the organization, but also working with multiple mentees and direct reports to elevate their skills, careers and overall satisfaction with life.

✓ Sales Enablement
Equipping the sales team with the training, materials, and resources needed to successfully convince and convert their prospects, including collaborating on the sales pitch and deck, refining positioning based on market feedback, and determining how to handle objections.

✓ Content Strategy & SEO
Enabling customer success and prospect interest through high-value content creation and distribution, adding 5,000 page views each month in a niche category and putting us on the map as a thought leader in the space: eBooks, whitepapers, videos, infographics, articles and decks.

✓ Email Marketing
Distributing content to thousands of contacts with open rates that are consistently 33-46% (double the industry average) and click rates are as high as 9.1%.


✾ Personal Growth ✾
At Thunder I've learned that I'm energized by working across the company to build not only a great go-to-market strategy, but also a company culture where people can do their best work. 

About:
Thunder (formerly PaperG) is enabling creative relevancy for programmatic advertising in a $15BN display advertising industry. Our Creative Management Platform allows publishers, agencies and advertisers to match creative executions to the increasing variety of targeting segments and ad formats.

Senior Product Marketing Manager

Flite

✓ Lead Generation
Generated 22-25% of sales opportunities each quarter through inbound marketing and lead nurturing.

✓ Significant Revenue Impact
Drove marketing effectiveness to help double revenues (in the millions) each year.

✓ Content Marketing
We drove our lead generation with content, and I was the primary producer, contributing a drum beat of 1-3 blog posts each week, and an eBook and video each quarter.

✓ Thought Leadership
Authored 5 eBooks on very niche topics in digital advertising to elevate perceptions of the company. In total they have been downloaded several thousand times and influenced every Flite customer's decision to sign.

✓ Channel Sales Enablement
Contributed countless decks, one-pagers and professional videos to assist Fortune 500 partners in advertising sales—a key factor in our revenue growth.

✓ Events
Planned and launched the first Flite Customer Summit, and then more-than-doubled attendance each subsequent year.


✾ Personal Growth ✾
At Flite I was put on incredibly challenging projects and leveled up my marketing skills to be promoted three times. I learned that bigger challenges only make me rise faster. Working in concert with the sales, marketing and product teams, I went from novice to expert in B2B marketing, content strategy, marketing automation, event planning and email nurturing. 

About:
Flite is a rich media creative platform (ad technology) used by the nation's top brands and publishers including Procter and Gamble, Samsung, Coca-Cola, The New York Times, Condé Nast and Vice.

Social & Digital Media Manager

ProCare Inc

✓ Coordinated services for 51 clients with 7 case managers at a life-or-death level of detail every day.

✾ Personal Growth ✾
At ProCare I learned extreme depths of patience and empathy. Despite the enormous pressure, stress, and sometimes sadness, I found my drive, compassion and sense of responsibility swelled while I worked here.

About:
ProCare delivers case management and financial planning for clients with dementia and schizophrenia.

Case Aide

Elephant Pharmacy

✓ Managed three departments and 28 cashiers at a natural drugstore (similar to Whole Foods) that did over $5 million in transactions every year.

✓ Promoted four times in four years. Started as a photo lab tech, ended as assistant store manager (4th highest position at the store). 

✾ Personal Growth ✾
I learned what separates leaders from managers, and how to use confidence, charisma and empathy to get the most of out every team member. As I advanced, I became an expert in retail strategy, and learned customer service in my bones. That, and I learned that I love helping build and grow new ventures.

About Elephant Pharm:
Elephant is a natural drugstore startup—trying to be a Whole Foods-style wellness store. You walk into Walgreens and you actually feel worse. You walk into Elephant and you feel better. Despite its best effort, the startup failed in 2009.

Front End Supervisor

After 16+ years in startups, I founded my own. 

Sharing uncommon insights on writing, business, and using AI to do both better. 

13+ years in marketing. Self-published author 47x. 1M+ page reads on Kindle Unlimited. 

Gained 50,000+ followers on Twitter in my first 6 months. 

Follow me to learn the secrets behind AI, business building, and high-performance audience growth.

Repeat after me:

I will not use ChatGPT to create generic, boring content.

I will not ask it the same questions as everyone else.

I will not publish mediocre outputs that make LinkedIn a content hellhole.

Instead, I will use AI to unleash my creativity. To discover my voice.

I will experiment with prompts, challenge the status quo, and push the boundaries of what's possible.

I will infuse my content with personality, story, and maybe a bit of humor even.

Because in a world where everyone's using the same tools, it's not enough to use the technology.

You've got to use it to raise the bar. Create something better than you would have before.

So repeat after me:

I am not a content machine.

I am a content creator.

This just in. I've been voted employee of the month at my solopreneurship for the 17th consecutive time.

The streak continues 

I've been creating content for years now.

And if there's one thing I've learned, it's this:

Your audience WANTS you to repurpose your content.

Here's why:

-

1) They miss things

Even your most dedicated followers don't catch every single thing you post. 

By repurposing, you give them multiple chances to see your best stuff.

-

2) They need reminders

People are busy and distracted. Hearing your key messages more than once helps them actually retain and implement what you're teaching.

-

3) They crave consistency

When you have core themes or ideas that you revisit regularly, it helps establish your brand and expertise. 

Your audience comes to count on you for certain topics and insights.

-

4) They appreciate fresh perspectives

Repurposing isn't just copying and pasting. 

It's a chance to expand on ideas, share new examples, or explore different angles. This keeps things interesting for your existing audience.

-

5) They hang out on different platforms

Not everyone follows you everywhere. 

By adapting your content for multiple channels, you maximize your reach and impact.

-

So next time you're worried about repeating yourself?

Remember this:

Your audience is eager for you to find new ways to share your most valuable ideas.

They want to learn from you.

They want to be reminded of your best lessons and ideas.

They want to see you succeed as a creator and leader.

So go ahead and revisit your best ideas. Like I am here.

(This post is also what I wrote a newsletter about 3 weeks ago.)

Your best ideas have a lot more mileage than you think.

Prompt engineering: Waste of time or secret weapon? 🤔

In Co-Intelligence, Ethan Mollick effectively argues against "complex" prompt engineering. He rarely spends much time coaxing better output from resistant AI.

But here's the thing...

I've found that using the same model in different ways (chat interface with system prompt vs. API without a system prompt) can lead to dramatically different results.

This suggests that:
✅ Prompts have a bigger impact than we realize (even system prompts)
✅ Minor adjustments can significantly alter output quality
✅ Prompt engineering is a valuable skill

So while Ethan's view may work for those with limited time or prompting ability, I believe investing in prompt mastery gives you a major edge when working with AI.

Agree or disagree? Why?👇

2 years in the game and I've made $650,000+ while dozens of other good creators QUIT.

The creators who last long enough to hit it big? 

They all have these 5 things in common:

-
1.  They write about what they care about. 

They create content that genuinely excites them, not just what they think will go viral.

Even if it doesn't get tons of impressions, it's worth it.

-
2.  They set boundaries. 

They make time for interests outside of their influencer life. 

Usually there's at least one hobby or passion that's totally unrelated.

-
3.  They diversify their income streams. 

Most do some blend of digital products, sponsorships, consulting, coaching.

I currently have a SaaS product, a membership with courses/office hours, and consulting.

So it's not a huge disaster if one area dips.

-
4.  They actually like their audience.

People who stick around engage with their followers in a more *real* way.

It's not just about the numbers being a means to make money.

They actually care.

-
5.  They evolve. 

Every single successful creator I know has done this.

You've got to allow your content, your niche, yourSELF to evolve over time.



If you're brand isn't serving you, pivot (even slightly)

Hardest part about being a creator is not quitting when it gets tough imo.

It takes a lot of resilience to brave the dips. 

But if you focus on these five areas, you just might make it.

If your prompts aren’t quite giving you the results you want, here’s something to try. I call it the "two-stepping".

The key here is to get the AI to output something bad before it outputs something good.

Here's how two-stepping works:
​
First, prompt the AI with your initial instructions. Let it chug through the complexity of that.

Then, give a second prompt designed only to TRANSFORM that output in a targeted way.
​
Do things like:
- Change the writing style
- Add depth by expanding ideas
- Have the AI to critique and improve its own work
​
By separating the generation and transformation steps, you get the AI to focus more specifically on the part of the process where it’s falling short.
​
(In the Reactor app, we use a similar process to improve the hook of each post that the system generates.)
​
See, in any given run of a prompt, the AI only has so much cognitive ability, so to speak.

The more you ask it to do at once, the more it has to spread that cognition around to the various things that need to be done.

When given a large batch of instructions, it also has to balance elements that might be secretly conflicting with each other.
​
So the trick is to PLAN for splitting things up.
Show it the unsatisfactory results as something to improve.
​
There's even a quick and dirty way to run this in just one prompt...

Write those instructions as normal. Now, in the same prompt, say something like, “First, output your response according to the instructions above. Then output a second response following the instructions below.”
​
So let’s say this prompt isn’t doing great for you:

🚫 Write a sales pitch for Lennon Labs that handles all common buyer objections.

​
Here’s how you would rewrite it:

✅ First, write a sales pitch for Lennon Labs. Then consider all common objections a buyer might have that haven’t been addressed. Output a second sales pitch that preemptively handles these objections.
​
​
By having the AI do something first, you kind of let it get the inferior results out of its system. Once it’s written something out in text, it can now “see” it and look for ways to improve.

(Even if you ask an AI to do something "silently" or "in your head" it's only faking it. If you really want it to do this, it MUST output the results so it can see them first.)
​
Please note: Running the process in a single prompt doesn’t always work because sometimes it dumbs down the first output on purpose just to make the second better.

Sneaky little computers can get lazy like that. They must of learned this kind of sandbagging from humans, eh?
​
Regardless, two-stepping can be pretty powerful.

The act of writing out that first output seems to be a powerful unlock for turning it into something better — provided you’re clear on what “better” means in your second step.
​
Hope this helps.

I thought I had the perfect user journey for my SaaS.

(I was SO WRONG 😬)

I mean, the app is based on the frameworks in my best-selling course.

So logically...just like in Content Reactor...

First you need to go through the Empathy Engine system. 

(It's a content planning framework to get endless inspiration for what to post about.)

Thing is, you've gotta do ALL THAT PLANNING before you could generate a single post.

A depressing trend emerged:

Despite higher quality AI ghostwriting than all the competition, users were dropping off.

Because they were quitting BEFORE they ever experienced the magic.

...getting lost in the planning phase, they never reached that "aha" moment.

I mean, yeah, Reactor has made thousands of dollars, but I had to face the facts:

Basing the user journey on my course was actually the biggest flaw in the app.

So Shawn and I went back to the drawing board.

Two weeks later, we introduced Quick Post.

Quick Post is simple - bypass the planning and jump straight into content generation.

(You give it some simple instructions or inspiration content to work off of. It simulates the planning process for you.)

The results have been MIND-BLOWING.

User retention has skyrocketed. 

Sales are up. 

And people are DMing me stuff like, "Off the record, I may never write a social post again. But don't quote me plz."

(I asked if I could quote anonymously and they said yes.)

The lesson: TIME TO VALUE has a massive impact on your success.

Whether you make software, courses, services, whatever...

No matter how useful your product is, if users can't quickly see the benefit, you're screwed.

So my advice to all my fellow entrepreneurs and creators?

Focus on getting your users to that "aha" moment as fast as humanly possible.

Everything else is just noise.

Sick of building products no one wants? 

Stop obsessing over *features* and *benefits*. Start obsessing over this ONE THING instead 👇


As an entrepreneur, I used to go at stuff backwards.

(If I'm being honest, I'm writing this bc I almost just did it again.)

And I see others making this one mistake all the time.

Tbh, it's really hard not to.


So here I am, sitting on my couch with my laptop in my lap. I'm thinking, "Okay, how can I make some extra money next month."

What if I built this idea?

How hard would it be?

Would people buy it?

Pretty typical entrepreneur thoughts right?...sound familiar?


I was starting with the product and the offer...

when I should have been starting with the CUSTOMER.

I was focusing on what it is, what it does, when I should've been focusing on desires and emotions.

Because here's the truth:


People don't buy products or services. 

They buy outcomes. Transformations. Experiences.

They buy the promise of a better life, a better self, a better future.


If you want to build a successful small biz or side-hustle, you need to get into your customer's head.


Big questions for big products:

→ What do you *really* want? 
→ What stresses you so much it gives you insomnia?
→ What makes you feel powerful? Feel status?


Smaller questions for smaller products:

→ What annoys you all the time?
→ What feels like it should exist but doesn't?
→ What would you fix about ______ if you could change just one thing?


I call these "emotional drivers".

They're the fears, the frustrations, the goals, the aspirations....

The EMOTIONS behind why someone would spend money to transform their life.


Not — "what it does" or even the benefits

but instead — "how it makes me feel when all that happens"...


Once you understand these, you can build the right stuff.

And, you can position your offer as the key to your customer getting what they want from life.


This is basic human psychology. And it's pretty powerful stuff.

It's tricky to do really well, but this is how I've created a bunch of five and six figure offers over the past few years.

So stop obsessing over your next product.

Start obsessing over your next customer.

Creators, let's be real:

We're not the ones calling the shots here.

Our audience is.

They decide what content succeeds through their views, likes, and comments.

We're in service of our audience, trying to give them what they want.

And right now, what they want is attention-grabbing first lines.

The kind that pique your curiosity and stop you in your tracks.

Is it always the most authentic or nuanced approach? No.

But it's what works in the current LinkedIn landscape.

So before you judge someone for how they get engagement, remember:

They're just playing a game that the audience has set the rules for.

Until those rules change, expect more of the same.

As creators, we're in the business of giving the people what they want.

As long as you're not out misrepresenting your posts, I don't see it as clickbait. 

You're doing what's needed to justify the time in creating that content in the first place.

I watched Web3 drown in its own hype.

Now I wonder if I'm seeing warning signs in AI.

We're falling into the same traps:

⛔ 1. Prioritizing flashy tech over real-world utility

⛔ 2. Unclear terms (e.g. “AI agents”)

⛔ 3. Building for other insiders rather than the mainstream

Not all of this is bad, but when I talk to people outside of the bubble, my conversations go totally differently.

Good luck explaining AI agents to regular people.

Sounds just about as clear and useful as doing things on-chain using a decentralized ledger.

And half the AI startups these days are mostly toys. Stuff that’s cool to tinker with, but doesn’t have much long-term value.

(And yeah, I play with these image and video generators too. But they’re prone to boom-bust cycles imo.)

So, do I think AI risks becoming like web3, basically a niche technology set that never lives up to its potential?

No.

AI has the advantage of being accessible and immediate, something that blockchain and metaverse tech doesn't.

But could AI companies be reaching many many many more people with their messages and products?

Could we be building stronger businesses?

Definitely.

As always, business comes down to fundamentals.

Stuff like understanding your customer and clearly communicating in their words how your product changes their life.

Don't forget. ;)

Tbh, I thought I had the content creation formula all figured out.

Then I started doing office hours every Thursday with my membership.

Totally changed my mindset 👇

See, when you take the time to listen to your audience or customers (in an actual conversation) you learn stuff that you can't learn on here.

You get a sense of people's hopes, fears, and motivations on a profound level.

You hear about the details of their actual challenges

(and sometimes discover what they struggle with isn't the part you think it is)

People literally tell you what they would pay you money for.

And yeah, I'm an introvert, so I tend to shy away from too many live calls.

But I'm glad I pushed myself to go from monthly office hours to weekly.

Because of these 90 minute calls, I've got a much better sense on how I can serve my Lennon Labs customers.

- Offers I can create
- Content I should post
- How to position it all

LinkedIn is cool and all, but if you want a shortcut to knowing your market...

TALK TO PEOPLE

It legit works. ;)

AI reply suggestions that suck are ruining the feeds.

My first inclination is to stay away. But what if I fixed it instead?

Solve the AI-enabled reply so much better than all other apps that you wouldn't even be able to tell AI was involved.

So much better that you'd actually feel inspired by your AI reply help.

So much better that those replies would start real conversations between humans and people would be the better for it.

Not saying I love the product. But seeing what our AI ghostwriter is doing in Reactor right now, I'm confident we can improve the reply situation.

Is it worth it to join the dark side in order to help make the world a better place?

The entrepreneur's trap:

Doing what's comfortable instead of what's profitable.

It's easy to fall into the habit. (I definitely have from time to time.)

...Focusing on tasks that you enjoy or find comfortable, even if they don't contribute to building your business.

Things like:

→ Endlessly tweaking your landing page copy
→ Scrolling social far beyond what you need to do
→ Chasing the latest trends instead of finishing what you started

But if you want to make rapid progress, you've got to be willing to step outside your comfort zone. 

Do the hard work that drives results.

That means:

✔️ Mastering your sales process — even if selling makes you uncomfortable
✔️ Creating content that resonates with your audience — which means listening closely to them
✔️ Improving your product/service based on what you're customers say
✔️ Investing in your personal growth as a business operator

And yeah, it's fine (and even recommended) to have some easier days here and there. Burnout can definitely get you in a bad spot.

But don't let comfort hold you back from success.

Embrace the tough parts of what it takes to grow your business. The more you do, the less uncomfortable they become.

Reactor beta group: check your email. 

The AI ghostwriter just got CRAZY POWERFUL.

Loving all the great feedback we're getting for Long to Short.

Let the content repurposing commence!

What I’m about to share didn’t change everything overnight.

But looking back, one thing totally changed my trajectory.

It brought clarity to the content I was creating.

It led me to my most profitable course and to co-found a software company.

It started because I was writing about content creation in my newsletter. Lots of people have different takes on how to plan out your content, and I wanted to share mine.

But instead of just sharing some loose tips and tactics, I organized my knowledge into a system.

I called it FFGAs.

Fears. Frustrations. Goals. Aspirations.

It’s a writing system that requires you to tap into a core emotional driver with every piece of content.

So instead of writing about topics… we write about needs, wants, pains, and emotions.

The FFGAs newsletter got a lot of good responses.

So I started building it out into a course and writing system.

Basing something around MY framework gave me clarity. It helped me stay on message.

(Remind them to always consider the emotions behind the content.)

And when people started using FFGAs, it positioned me as an expert who could be known for something.

When I think of my favorite creators, they all have at least one framework that I associate with them.

Stuff like…

--> George Ten's  “CopyTHINKING” and “sophistication levels”.
--> Kieran Drew’s “serve your shadow”
--> Wes Kao’s “spiky point of view”.

Admittedly, FFGAs was maybe not the best original name for my framework.

I changed it to “Endless Inspiration Board” for my Content Reactor course that sold over $250,000.

And now it’s called “Empathy Engine” in the Reactor app, my AI content planner and ghostwriter launched in January.

Both products are making a life-changing impact on my business.

If you haven’t figured out the thing yet: Developing a proprietary framework.

Here's why crafting your own framework is so OP:

1. It gives you a pillar to create content around
2. It helps your audience put your advice into action
3. It sets you apart from other creators
4. It opens up new opportunities for monetization

Imo, if you want to build a thriving business as a creator, think about what your proprietary framework might be.

See if you can take something you do really well and simplify it into something small and memorable.

It might just be your turning point too.

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