Turning Your Build Process Into a Content Engine by Obvious & Ordinal
The people building the most interesting products rarely have time to write about them. Not because the work isn't worth sharing, but usually because there's no system for turning it into content without it becoming a second job.
The raw material is already there in launches, customer calls, and architecture decisions. AI made drafting and scheduling nearly free, but the bottleneck for an effective content engine sits in other places: how do we stay on brand and who posts, in whose voice, on what cadence, plus how does any of it tie back to pipeline?
This is a Fireside Chat with the people running the best leader-led content engines: Jeffrey Zhao (co-founder, Ordinal), plus an Ordinal customer. Jon (Obvious) moderates and connects the conversation to what he's seeing across teams using AI.
What we'll get into
Standing up an exec advocacy program from zero, and what it takes to keep it alive past month two
Going from one visible founder to a whole team posting in their own voices instead of the company page's
Sizing launches, meaning what earns a full campaign, what earns a single post, and how you call it in advance
Where AI actually accelerates the workflow and where it just generates more polished noise
How teams connect content back to growth without pretending every impression is a lead
Plus, our first ever "Slop or Not". Come ready with your most discerning eye for AI Slop, and you might just win big.
// ABOUT OBVIOUS Obvious is an applied AI research lab. We spend our days closing the gap between what's possible and what's doable, treating our own company as the experiment for what it means to operate at agent scale. We've reinvented our product, reshaped our team, accelerated revenue, and 10x our shipping velocity in less than a year.
// ABOUT ORDINAL Ordinal (formerly Assembly) is a social media management platform built for modern teams. Draft, schedule, and analyze posts - all in one centralized tool.
Powering social for companies like Mercury, Pylon, Clay, Runway, Perplexity, Zapier, and more.