Infinite Loops Alex Lieberman — On Voice, Unicorns & Intrinsic Motivation (EP.192)
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Dec 7, 2023 
Alex Lieberman, Co-founder of Morning Brew, discusses how hiring a Voice Editor contributed to Morning Brew's success, spotting a writing unicorn, following intrinsic motivation, the flaws in the interview process, the concept of arbitrage, stepping out of the CEO role, rewriting internal stories, building a personal media company for executives, and the power to change the world.
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Humble Campus Origin
- Alex started Morning Brew as a student project at University of Michigan to stay sharp before Wall Street internships.
- He built an early PDF newsletter, grew to a few hundred subscribers, and recruited cofounder Austin after asking for help.
Voice As A Product Differentiator
- Morning Brew designed voice from day one to sound like a smart, sociable friend instead of a robot.
- They codified voice traits and hired a dedicated 'voice editor' to make writing distinct and consistent.
Hire Writers With Voice Auditions
- Use a written audition that asks candidates to synthesize a timely business story in 150–200 words with your brand voice.
- Screen thousands and hire the few who naturally combine news instinct with distinct voice.