Michel Lieben 🧠 and the GTM Content Machine

Michel Lieben 🧠 and the GTM Content Machine

I was scrolling LinkedIn and caught myself doing that thing I try not to do: stopping mid-scroll because a post felt like it had "gravity".

It was Michel Lieben 🧠. 63,987 followers, a 103.00 Hero Score, and a cadence of 2.9 posts per week. And honestly, the number that mattered most to me wasn't followers. It was the feel: operator-first, numbers-forward, and weirdly readable for stuff that can get pretty technical.

So I wondered: what exactly is he doing that makes people stick around? And how does that compare to two other creators with very different angles - Simón Villegas Restrepo and Tim Yakubson 🚀?

Here's what stood out:

• Michel writes like a founder who ships systems, not vibes - and he backs it up with concrete results.
• Simón wins with tight positioning: thoughtful, leadership-and-technology framing, high engagement relative to a smaller audience.
• Tim is the "tool whisperer" - practical education, clear niche authority (Clay), and a strong builder reputation.

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Michel Lieben 🧠's Performance Metrics

Here's what's interesting: Michel isn't posting 10 times a week. He's not doing daily motivational one-liners either. He sits in that sweet spot where each post feels like a mini playbook, and the consistency is high enough that the audience learns what to expect.

Key Performance Indicators

Now, quick reality check: we don't have verified engagement rate data here. But a Hero Score of 103.00 with a 63k audience strongly hints that his posts don't just get seen - they get interacted with.

And timing matters more than people admit. The best posting window we have is late morning (around 10:45, Africa/Ceuta). That lines up with the kind of audience he attracts: GTM folks grabbing coffee, checking feeds, and looking for something actually useful.

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What Makes Michel Lieben 🧠's Content Work

Michel's content reads like it was written by someone who:

1. has built the thing,
2. measured the thing,
3. broke the thing,
4. rebuilt it into a repeatable system.

And he shares it without trying to sound like a professor.

1. He sells the transformation, then shows the receipts

So here's the first thing I noticed: Michel frequently leads with a strong claim or a result, then immediately grounds it in metrics, timeframes, and roles.

He doesn't just say "content works".

He says stuff that implies: "This system produced X meetings, Y pipeline, Z ARR, and here's the stack." That difference is huge.

Key Insight: Lead with the outcome people want, then show the operational path that makes it real.

This works because GTM readers are allergic to fluffy advice. They want something they can take into a Monday meeting.

Strategy Breakdown:

2. He writes in "systems" instead of opinions

A lot of creators post hot takes. Michel posts operational wiring.

He likes "Old Way vs New Way" framing because it forces clarity. You immediately know what to stop doing, and what to try next.

And when he teaches, he's not abstract. It's not "improve positioning". It's "here's the workflow", "here's the tool", "here's the playbook".

Comparison with Industry Standards:

One caveat: tool-heavy content can age faster. But Michel offsets that by focusing on the logic of the system, not only the app names.

3. He uses structure like a product feature

Michel's posts are breathable. Short lines. Lots of whitespace. Lists that feel like checklists.

That sounds small, but on LinkedIn it's a cheat code.

People don't read on LinkedIn like they read a book. They scan. And Michel writes for scanning without sacrificing substance.

A typical flow:

• Hook
• Brief context
• Results (bullets)
• "Here's how" transition
• Numbered steps
• Soft CTA (usually a question)

Pretty simple.

But the consistency turns the format into a signature.

4. He balances authority with "human" moments

This is the part that surprised me.

Michel has a confident tone, but it isn't obnoxious. It's more like: "We've tested a lot. This worked. Here's the clearest version of it." He'll toss in humor, a small aside, sometimes even light profanity (when it fits) - but the post still stays sharp.

That balance matters because pure "expert voice" can get sterile. Pure "relatable" gets shallow. Michel hits a middle ground.

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Their Content Formula

Michel's strongest advantage is that his posts feel like mini GTM assets.

They educate.
They create demand.
They quietly qualify leads.

Content Structure Breakdown

The Hook Pattern

Michel often opens with a one-liner that makes you think: "Wait, is that true?" or "Ok, show me."

Template:

"[Big result or bold shift].

Here's the system behind it:"

Examples in his style:

• "Most teams bet their LinkedIn strategy on the founder.

That's a mistake."

• "Cold outbound isn't cold anymore.

It's just badly orchestrated."

• "You don't need more content.

You need a content machine."

Why it works: it creates a clean promise. And the reader knows the post will deliver specifics, not just vibes.

The Body Structure

Michel builds posts like a workflow doc you'd actually want to copy.

Body Structure Analysis:

And the whitespace is doing a lot of work. Important lines stand alone. Lists stay tight. It reads fast.

The CTA Approach

Michel rarely ends with "buy my thing" energy.

It's more like:

• a question to pull comments (and signal gathering), and
• an easy next step for people who want help.

Psychology-wise, it keeps the post feeling like a conversation with a peer, not a funnel.

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Side-by-Side: Michel vs Simón vs Tim (what's different)

Before we go too deep into Michel, it helps to see how the other two creators win.

Comparison Table 1: Audience and Momentum

What I take from this: Simón's 101 Hero Score with under 5k followers is a sign of tight resonance. Tim's audience is mid-sized, and his score shows solid interaction too. Michel is the mix of scale and engagement that makes people pay attention.

Comparison Table 2: "What you come to them for"

And here's the fun part: all three are "high signal" - just in different currencies.

• Michel trades in outcomes.
• Simón trades in insight.
• Tim trades in know-how.

Comparison Table 3: Mechanics that drive engagement

If you're building your own creator strategy, you can pick one lane. Or blend two. But trying to be all three at once usually looks messy.

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What Michel does better than most (and what to copy)

I want to get super practical here. If you wanted to write like Michel tomorrow, what would you actually do?

1) Use "case-study energy" even when it's not a full case study

Michel often names:

• a company,
• a role (Head of Growth, Founding AE, CEO),
• a system,
• and a result.

Even if you don't have famous logos, you can still do this.

You can write:

• "We tried this with 12 outbound sequences..."
• "I tested 7 variants of this hook..."
• "This cut our research time from 45 minutes to 8..."

The trick is making it measurable.

2) Build posts around "decision points"

Michel's Old Way vs New Way framing is basically a decision engine.

It forces the reader to ask:

• Am I doing the old thing?
• What would it look like to switch?

And that creates comments. People love reacting to a clear fork in the road.

Try these:

• "The old way: hiring more SDRs.

The new way: making one SDR 3x faster with better signals."

• "The old way: founder-only content.

The new way: team posting with a system."

3) Put the tools after the logic (not before)

This is where Tim and Michel differ in a useful way.

Tim can lead with the tool because his niche is the tool. Michel leads with the outcome and the system, then he names the stack.

If you lead with tools too early, you lose readers who don't care about your stack.

If you lead with the business problem, you keep everyone.

4) Keep the vibe: confident, but not needy

Michel doesn't write like he's asking permission to be taken seriously.

But he also doesn't write like everyone's an idiot.

That tone is hard to fake. The easiest way to earn it is to talk in specifics.

Specifics create calm confidence.

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3 Actionable Strategies You Can Use Today

1. Write one post as a playbook - Hook with a measurable result, then give 3-5 steps someone can copy.

2. Use Old Way vs New Way once a week - It creates instant clarity, and people can't help but pick a side.

3. End with a real question - Not "thoughts?". Ask something like: "Where does this break in your org?" or "Which step is hardest for you right now?"

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Key Takeaways

1. Michel's edge is systems + receipts - The posts feel like they came from the field, not from theory.
2. Simón proves you can win with a small audience - If the positioning is sharp, engagement follows.
3. Tim shows the power of owning one tool niche - Teach one thing clearly and people will remember you.
4. Format is a feature - Breathable writing and consistent structure are not cosmetic. They're performance drivers.

If you try one thing this week, make it this: write a post you could hand to a new hire as "how we do it here". That's the Michel vibe.

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Meet the Creators

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This analysis was generated by ViralBrain's AI content intelligence platform.