FOUNDER CREATOR LAB
Find your winning format on Instagram Reels.
A free community for founder-led creators: people building a business, a service, or a career with their own face and story on Instagram.
You don't need an offer yet.
You need to know who you're building for.
Free. It all happens in our Discord.
THE WINNING FORMAT
One repeatable Reels format that speaks to the people you'll sell to.
Not a viral one-off. A format you can film every week that reaches the right audience, earns their trust, and gives them a reason to reach out.
HOW YOU FIND IT
Know who you're building for
Pick one audience and the problem you help them with. Every format decision gets easier once that's clear.
Find your angles
The stories, lessons, and proof only you can show: your process, your results, your point of view.
Test in the open
Try a few formats and keep the one that earns attention from the right people. Views help. The right viewers matter more.
Repeat the winner
Turn it into a format you can film every week, then build your profile and your offer around it.
INSIDE THE LAB
Build alongside people doing the same work.
Format breakdowns
What's working on Reels for founder-led creators, pulled from Gateway Growth Conversations.
Wins, shared out loud
A channel for members' wins: a Reel that landed, a first client, a brand deal. Jay posts his own there too.
Updates and real help
Free updates when Instagram changes, and answers when you're stuck, from people doing the same work.
WHERE IT LEADS
Start in the Lab. Scale with the Studio.
FOUNDER CREATOR LAB
Your winning format is out there. Come find it with us.
Join Founder Creator Lab, the free community for founder-led creators on Instagram Reels.
Join Founder Creator Lab