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Matt Epstein Outlines Claude Code Formula for Viral Launches

The secret behind every Viral Launch...

Matt Epstein promotes an X article claiming his team has run 30 major launches using a Claude-driven system built around research and a 'bold claim' positioning approach. Mostly promotional with limited concrete detail in the excerpt.

Original post · 9 min read
X ArticleThe secret behind every Viral Launch...
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 a… continue on X ↗
♥ 1.0K · ⟲ 44 · 👁 581.8KView on X ↗

More in Startups & Products

NSF America's Seed Fund Reopens With Up to $1.55M in Grants

NSF America's Seed Fund Reopens With Up to $1.55M in Grants

Ksenia Moskalenko reports that the NSF America's Seed Fund has reopened after reauthorization, offering non-dilutive funding up to $1.55M across three tracks. The post lists eligibility rules, a 3-page pitch step, and a November 4 full-proposal deadline.

Original post · 1 min read
The US government will give your startup up to $1.55M and take 0% equity.

@NSF's America's Seed Fund is open again after Congress reauthorized it in April.

Three tracks:
- Phase I: up to $305K to prove the idea
- Phase II: up to $1.25M to build it
- Fast-Track: up to $1.55M, both phases in one go

Who can apply:
- US-based startups with 500 or fewer employees
- 51%+ owned by US citizens or permanent residents
- Not majority owned by VCs
- All the work done in the US

How it works:
- Send a 3-page Project Pitch first
- NSF invites the best ones to submit a full proposal
- Next full proposal deadline: Nov 4

Phase I funding rates have run about 10 to 20%. It's work, but nobody takes your cap table.

Application link 👉 seedfund.nsf.gov

Bookmark and tag a tech founder who needs this.
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Nous Research Raises $90 Million at $1.5 Billion Valuation for Hermes Agent

Nikhil Pahwa congratulates Nous Research on a reported $90 million raise at a $1.5 billion valuation after its open-source Hermes agent was downloaded 22.7 million times, with about $36 million in annualized revenue by mid-September.

Original post · 1 min read
Well deserved! Congrats @NousResearch @Teknium @Kshitijjkapoor . You've built something amazing here. Thank you!
Choblin @choblin29
🚨BREAKING: Nous Research has raised $90 million at a $1.5 billion valuation after its open-source Hermes agent exploded in usage.

Hermes has been downloaded 22.7 million times since February.

Nous was at roughly $36 million in annualized revenue by mid-September. It expects to pass $100 million later this year.
♥ 20 · ⟲ 2 · 👁 1.3KView on X ↗

Anthropic Expands Claude Startups Program to More Founders

Anthropic Expands Claude Startups Program to More Founders▶

Claude announces that its Startups program is expanding, offering members a year of Claude Team, API credits, partner tool offers and office hours with Anthropic's Applied AI team. The announcement includes a video.

Original post · 1 min read
The Claude Startups program is expanding to more founders.

Members can get a year of Claude Team, API credits, special offers on the tools a startup runs on, and office hours with Anthropic’s Applied AI team.
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Andreessen Horowitz Maps Where Startups Can Win in Consumer AI

Andreessen Horowitz Maps Where Startups Can Win in Consumer AI

Olivia Moore shares an a16z map identifying search, creative tools and productivity as areas where early consumer AI winners are emerging, while social, marketplaces, travel, finance and other categories remain open.

Original post · 1 min read
Where can startups win in consumer AI?

We @a16z mapped out where we see early winners - search, creative tools, productivity 👇

We're still waiting for winners everywhere else - social, marketplaces, travel, finance, hiring, dating, gaming, media, and more
♥ 345 · ⟲ 31 · 👁 32.9KView on X ↗

Qatar Offers Up to $5.5 Million to Lure Startups to Doha

Qatar Offers Up to $5.5 Million to Lure Startups to Doha

Aakash Gupta analyzes the Startup Qatar Investment Program, backed by Qatar Development Bank, which offers equity checks up to $5.5M with mandatory relocation, comparing it to Singapore's 1960s incentive playbook and noting retention as the open challenge. He quotes Suraj Sharma's summary of the two tracks and perks.

Original post · 2 min read
Qatar's entire startup ecosystem raised $11M in venture capital in 2023. This new program writes single checks of $5.5M. One company can now land half the country's annual VC flow just by agreeing to move to Doha.

Here's the mechanism underneath it. Cities with real startup density charge you to be there. San Francisco collects it in rent, New York collects it in salaries, and founders pay gladly because the customers, talent, and capital are all within a mile. Cities without that density have to run the trade in reverse. They pay you.

So the $5.5M is Doha putting a price on the network effects it doesn't have yet.

The regional race explains the urgency. Saudi Arabia pulled in $1.4B of venture funding in 2023, 52% of all MENA. The UAE led the region in deal count. Qatar took 6% of deals. In a three-country contest for Gulf tech, third place pays cash.

The structure shows how targeted this is. It's equity, drawn from a $100M fund managed by Qatar Development Bank, disbursed on milestones, and relocation is mandatory. A $100M fund writing checks up to $5.5M caps out around 18 companies at the top track. They're running an auction for a few dozen anchor startups, and the visas and subsidized housing exist to tip founders who are already indifferent between Gulf cities.

This playbook has worked before. Singapore's Economic Development Board spent the late 1960s paying companies to show up, and Texas Instruments went from decision to production in Singapore in about 50 days in 1968. GDP per capita there was around $500 at the time. Today it's roughly $90,000.

The unsolved part is retention. Checks get companies to land. Density is what makes them stay, and density only arrives after enough checks pile up in the same place at the same time. Singapore cleared that threshold. Qatar is betting $100M it can too.
Suraj Sharma @suraj_sharma14
Up to $5.5M to move your startup to Qatar.

Just an MVP gets you in the door.

The Startup Qatar Investment Program (backed by QDB) funds tech startups to launch or expand in Qatar.

Two tracks:
START: up to $1.1M if you have a proof of concept or MVP
GROW: up to $5.5M if you're already established and expanding

What else you get:
- Entrepreneur visa + flexible work visa
- Registration and license fees waived
- Subsidized housing
- Subsidized co-working space
- Access to R&D and innovation grants
- Mentoring, training + help hiring talent and interns
- Your product showcased at exhibitions
…
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Qatar Startup Program Offers Up to $5.5M to Tech Firms Relocating

Qatar Startup Program Offers Up to $5.5M to Tech Firms Relocating

Suraj Sharma shares details of the Startup Qatar Investment Program, backed by QDB, offering up to $1.1M to early-stage startups and up to $5.5M to established firms expanding to Qatar, along with visas, fee waivers and subsidized housing and co-working space. Eligible sectors include AI, fintech and climate tech.

Original post · 1 min read
Up to $5.5M to move your startup to Qatar.

Just an MVP gets you in the door.

The Startup Qatar Investment Program (backed by QDB) funds tech startups to launch or expand in Qatar.

Two tracks:
START: up to $1.1M if you have a proof of concept or MVP
GROW: up to $5.5M if you're already established and expanding

What else you get:
- Entrepreneur visa + flexible work visa
- Registration and license fees waived
- Subsidized housing
- Subsidized co-working space
- Access to R&D and innovation grants
- Mentoring, training + help hiring talent and interns
- Your product showcased at exhibitions

Sectors they want:
- AI & ML, B2B SaaS, FinTech, HealthTech, Cybersecurity, Climate Tech, Robotics + more
- Not on the list? It's open to any innovative startup

Apply link below 👇
startupqatar.qa/en/investment-program

Bookmark this + tag a founder looking for a new market.
♥ 7.6K · ⟲ 491 · 👁 3.1MView on X ↗