Lemonade is a London growth agency with two founders who both publish. The plan runs for the pair of them: both feeds active, posts as either man to his own account, and the comments turned into leads on their list. Running since February 2026.
David and Billy run Lemonade together. Both of them post. Both of them sell. The brand has one point of view, but the two of them do not sound remotely alike, and a feed where they blur into one another is a feed nobody believes.
Keeping two real voices apart, on one shared brand, was the thing that had to be solved before anything else was worth running.
Drafts written as David publish to David's account, on David's schedule.
Drafts written as Billy publish to Billy's account, on Billy's schedule.
Pick the author on a post and everything under it follows: the argument stays Lemonade's, the voice is his own.
Each post goes out on the right account, in the right voice.
Topics arrive on their own and finished posts go out as the right man. Nothing on their plates.
A lead magnet here means the whole thing: the asset itself, the launch post, the email, the page copy, the DM replies and the cover, all delivered together under their brand. Every one exists to earn an email address worth having.
Produced as finished spreadsheets with working formulas, formatting and Lemonade branding. No manual build.
Written, then published as a live resource page on their own domain, cover and capture form included.
A self-scoring tool a reader actually completes, which is the version that earns an email address worth having.
When a lead magnet goes live, its launch post goes live with it.
When a post asks readers to comment for the asset, everyone who does gets it. Then the interesting half of the job starts.
No reader is left waiting on a founder to send a link by hand.
Every commenter is graded against their ICP, with the reasoning written down, so a wrong call can be seen and corrected.
The email list stays made of people they would actually want on a call, instead of everyone who ever typed a word.
Both founders publish without touching it. The lead magnets go live under their brand, the comments turn into graded leads, and the list they sell to keeps growing. Nothing on their plates.
Both accounts, both audiences, the domain the resources sit on and the email list it all captures. All of it stays theirs.
The topics, the drafting for both men, the lead magnets across six formats, the grading of every commenter. Run for the pair of them since February.
One founder or two, the plan holds either way. Your name, your brand, your list, and nothing on your plate.