The Authority Lab founding cohort. For experts with real depth who are tired of being the best-kept secret in their field.
Includes 1 year premium newsletter + 3 months full Lab access. Founding spots are capped.
You've started posting on LinkedIn. It lasted 3 weeks. You've brainstormed a newsletter, a course, a book. You researched platforms and tools instead of publishing. You signed up for a writing community built for beginners who've never written a professional sentence. You tried an AI tool that produced generic slop that didn't sound like you.
And here's what you've been telling yourself: "I just need to be more consistent."
You don't.
Without a clear audience, a clear message, and a clear reason someone should pay attention to you instead of 10,000 other smart people on LinkedIn, consistency is just noise on repeat.
Every community, course, and coach in this space is selling you discipline tools. Posting schedules. Content templates. Accountability pods.
They're treating the symptom. This is the cure.
In one version, you keep doing what you've been doing. You brainstorm another content idea. Maybe you post a few times. The posts get 23 likes from people you already know. You get busy, stop posting, and 4 months later you're back at the starting line. Again. Meanwhile, someone with half your depth published a "10 AI Tools That Changed My Life" thread and picked up 3 clients from it.
In the other version, 90 days from now, you have a positioning statement that makes strangers understand your value in 30 seconds. You have an AI-assisted system that produces one piece of authority-building content per week without heroic effort. You've published consistently for 8+ weeks. People in your field are finding you, following you, and reaching out.
The difference between these versions isn't talent. It isn't discipline. It isn't time.
It's my system.
I spent 15 years as an HCI professor. 150+ peer-reviewed publications. 40,000+ citations. Top 2% of researchers worldwide. Millions in competitive research funding. Founded an international research community (ACM CHI PLAY). Co-edited a textbook published by Oxford University Press.
None of it translated into anything beyond more unpaid work.
I watched my former postdocs build massive audiences by telling people about the work I'd helped them produce. They got the recognition. I got more committee invitations.
That's when I figured it out. The work doesn't speak for itself. It never did. The people who get recognized aren't the ones with the best ideas. They're the ones who learned to make their ideas visible.
Over 3 years, I built a 180,000+ audience across platforms. A newsletter with 13,000+ subscribers. A coaching practice that generates more per month than most academics earn in a quarter.
Not by becoming a different person. By building a system.
The Authority Lab is that system, packaged for you.
Phase 1: IDEA (for experts who need clarity first)
→ I: Insight. Extract your core expertise. Not everything you know. The one thing the market needs. 20 years of depth distilled to one sharp point.
→ D: Define. Clarify your positioning. Who are you for? What outcome do you deliver? If you can't say it in 30 seconds, your audience can't repeat it.
→ E: Expand. Build your content engine. AI as your editorial partner, not your ghostwriter. System-driven, not willpower.
→ A: Acquire. Turn authority into demand. Publish, get feedback, adjust, repeat.
Phase 2: SHIP (for experts ready to stop perfecting and start publishing)
→ S: Sharpen. Pick the one idea closest to ready. Kill the rest for now.
→ H: Hone. Define the 500 people who'd pay for this thinking tomorrow if they knew it existed.
→ I: Install. Build the AI-assisted production system that ships weekly without heroic effort.
→ P: Publish and prove. Ship it. Measure. Adjust. Ship again. Velocity over perfection.
An intake diagnostic on day 1 determines your starting point. You don't start from scratch. You start from where you are.
The Write Insight (premium newsletter, 1 year)
52 weekly deep dives on turning deep expertise into visible authority. Positioning. Writing craft. AI workflows. Persuasion for experts. Not tips. The thinking behind the system.
The Authority Lab (founding cohort, 3 months full access)
You have 10+ years of deep domain expertise, and the world doesn't know it yet.
You've started and stopped content at least twice because you didn't have a clear audience, a clear message, or a clear system.
You've watched people with less expertise build audiences, land speaking gigs, and charge premium prices while you stayed invisible.
You're tired of being the best-kept secret in your field.
You want visibility without sacrificing the intellectual integrity that earned your expertise in the first place.
You're a graduate student or early-career professional still building foundational expertise. This room is for people who already know their field.
You want AI to write everything for you. This system uses AI as a thinking and editing partner. The ideas and the intellectual integrity are yours.
You're chasing a quick payday. Building real authority takes 90 days of focused effort and compounds over years.
You're allergic to showing your work in public. This community requires publishing. Real pieces, in your name, to real audiences.
What you get:
→ 1 year of The Write Insight premium newsletter (52 weekly deep dives): $195 value
→ 3 months of full Authority Lab access (live calls, coaching labs, AI system, peer pods, course drops): $99 founding price
→ 48-hour bonus (until Thursday, March 19, 2026, 7 PM ET): 30-minute 1:1 kickoff call with Lennart to map your IDEA 2 SHIP starting point together
Total: $294. One payment.
For context: That's less than one hour of consulting at your rate. One inbound client generated from your increased visibility returns this investment 10 to 50 times over. This isn't a cost. It's a business decision with a trackable return.
After the founding cohort closes, the Lab alone moves to $799/year. No exceptions. No extensions. The founding price exists because I need a small group of committed experts to build this with. That group is capped.
How much time does this require per week?
3-5 hours. 1 hour for the live session. 2-3 hours for content production (less once your AI system is running). The rest is peer interaction. This is designed for people with demanding schedules, not unlimited free time.
What if I don't know what to write about?
That's what Phase 1 solves. By day 30, you'll have a positioning statement, a defined audience, and a sharpened idea ready to publish. The "what do I write about?" problem disappears when the positioning is clear.
I've tried posting content before and it didn't work. How is this different?
You didn't have the positioning solved before you started publishing. Without a clear audience, a clear message, and a clear system, consistency is just noise. IDEA 2 SHIP fixes the foundation first. That's why it works when previous attempts didn't.
I'm not a "content creator." Is this for me?
This was built specifically for people who would never call themselves content creators. You're not becoming an influencer. You're making your existing expertise visible to the people who need it. The content is the vehicle. The authority is the destination.
What AI tools do you use?
A curated stack of 3 core tools with exact workflows. No tool overwhelm. No chasing the latest release. You'll also get access to a custom GPT built for the IDEA 2 SHIP methodology. The focus is on using AI as a thinking and editing partner, not a content replacement.
What platform is the community on?
Circle. All live sessions, courses, discussions, and resources live in one place.
What happens after 3 months?
Your newsletter subscription continues for the full year. Lab membership can be renewed at the rate available at that time. Founding members who renew get priority pricing.
Can I cancel?
The founding cohort is a one-time $294 payment covering 1 year of newsletter + 3 months of Lab. There's no recurring charge to cancel. At $294, the real risk isn't joining. It's watching from the sideline for another year.
