I don't think people have seen that yet. Alex Lieberman: Yeah. You can earn anything from our Sunday edition of the newsletter, which is called Light Roast, to stickers to a Brew mug to a Brew crew neck, which we call a Brewneck. Some people would say, ''It's that collection of newsletters," and a small group will say, ''It's that business media company that does newsletters, it does podcasts, and it's huge on Twitter now.'' What about when Morning Brew has four or five Multimedia Products? Morning Brew co-founder and CEO Alex Lieberman is becoming executive chairman and co-founder Austin Rief will take his place as CEO, Rief tells Axios. It really has grown to such a dynamic partnership, and really a content partnership, and not just advertising. So how can we acquire new subscribers not super expensively but reward with things that mean a lot to people? A full transcript follows the video. What was that inspired by and what role has that played in the growth of the subscriber base? Lieberman: Yeah, for sure. View the profiles of professionals named "Alex Lieberman" on LinkedIn. Lieberman: Yes, if I didn't just share that lesson around thinking two or three steps ahead. Imagine if you treated every patient with the exact same diagnosis and the exact same bedside manner. What does that look like on your side? The worst thing that a leader or a manager can do during a time of crisis or concern is not say anything, and especially in a remote environment where you're not in an office, where your team doesn't see you, to not be present on Slack or Zoom or email. Austin and I were, like, this is wild, what are we going to do? This intellectually curious, deeply aspirational and career-oriented, millennial professional. But if I could give one piece of advice to everyone, including myself, it will be let people go in the most humane and empathetic way, but as fast as possible because I believe you're doing disservice to your company and to the person. No one has effectively told the story of that business. Thank you so much for taking the time to join us on Motley Fool Live and share with our members. I think to most people on our team, they haven't seen the impact yet. We’re motley! To that point, Insider's not messing with the Brew's popular brand and will keep it as an independent entity. I think some people would say, ''It's the business version of The Skin.'' We would ask students when prepping them for job interviews, "How do you keep up with the business world?" Other than our college ambassador program when we first started, our referral program was the first thing that we launched to get the flywheel going of people who read Morning Brew and feel passion about it, sharing with other people. The company now has over 2.5 million subscribers with multiple newsletters and a podcast, and last year Business Insider paid about 75 million dollars for a majority stake in Morning Brew. I would say the first is having a team that truly buys into that concept, that buys into that business is actually fascinating. Thanks for having me!! We were creating a nice business and it exploded into a significantly larger business. We don't have a choice, but to put our marketing budgets on hold, we're literally doing nothing. We want to be clear, they're going to be points where we mess up, where we mess up in the decisions we make and all we can promise is to do what we believe is right by this company and the right thing is people. There was [inaudible] going on in this past year, and that has definitely affected our approach. The way that we've grown in the business since launching the newsletter in 2015 is basically with this obsession about a very specific type of person -- we call the modern business leader. Can you speak on that a little bit here in building a [inaudible]? That goes into the second thing, which is being humble, at least as a young founder. How do you guys approach taking business news, like you said, traditionally not the most exciting piece of content in the inbox every morning and making it this exciting, easily consumable, user-friendly experience? Like now, we're truly mapping out what three years from today, revenuewise, headcountwise, productwise looks like for Morning Brew, and I think the partnership is forcing us to do that. It's a writer's worth of time over a year. I think the answer right now would look pretty different for everyone. Lieberman: I think the hardest thing is, at least with podcasting, our first product outside of newsletter is a podcast. Every time that behavior has existed for us, we have made the wrong decision, and honestly, it ends up leading to that person no longer being at the company six or eight months in the future. But to say that we weren't affected by the pandemic will be a lie, especially in March or April. Because if I wasn't running our media business and specifically a newsletter business, I would never be the person to read a newsletter, get to the bottom, see a referral link, say, "I get to earn a hat or a bottle opener, with that referral link." I would say the second thing is hiring anyone we know. By the way, when I realize someone is not right for a role, it takes me far too long to let someone go, also. A few examples of crises that have happened with our own business are what happened at the Capitol, the acquisition with Insider because any time an acquisition happens, it's obviously going to cause questions for everyone in the company, to the killing of George Floyd, Breonna Taylor, and so many others, and everything around the BLM movement communicating to our organization during that. The referral program has been great for us. By Alex Lieberman, CEO & Co-Founder at Morning BrewThe genesis of email has drasticallychanged the way we communicate. A lot of cool growth coming in 2021 for you guys. Just to give kind of insight into it at specific referral checkpoints, so when you get people in your network to sign up for Morning Brew through your link, you'll earn rewards. I'm super excited to be here. I think there's this concept of there's a tipping point, which you've produced enough great product, enough people are talking about you through word of mouth. I thought it was a time no one, given obviously everything that happened at the Capitol literally two days ago, just when we thought the craziness of 2020 was gone, it's become the 13-month year. [laughs] We're super excited to have you today. And it's not only not fair to ourselves, it's not fair to the people that we mis-hire. A million unique opens a day. University of Michigan alum Alex Lieberman spoke about Morning Brew, the startup he founded after graduating from the Ross School of Business in 2015, at the Robertson Auditorium Thursday. As it relates to our advertising business, we ended up finishing out the year, hitting our exact goal that we wanted to hit, that we stated in December of 2019 prior to knowing about the pandemic. What I mean by that is, like, we do quarterly board meetings now. Alex Lieberman is the co-founder and CEO of Morning Brew—a media company making the business world engaging and illuminating for future business leaders. Powell: You've actually spoken on before, really the importance of hiring and how bad hires have that trickle-down effect. The point of that product is to serve the life of business professionals. Because we're mentally exhausted for looking for someone for this role for three months or for two months, we end up pulling the trigger on hiring that person. My view is that probably right now, given if you're in downtown Manhattan, you're probably close to the financial districts or you're already talking to a pretty concentrated audience of people who probably know what the Brew is. Being a leader or being a manager is like being a doctor. Stock Advisor launched in February of 2002. What does it look like to bring on people that think those four steps ahead about the brand and the product? This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. Lieberman: Thanks so much for having me. Lieberman: What I will first say is that I think 2020, it was a year, but it was like 10 years in leadership training and management training. What's next? It definitely seems like even that balloon effect in the referral program in and of itself took Morning Brew, in my opinion, from maybe a five-minute read in your daily inbox every morning to a part of your life and a part of your overall experience of consuming content on the internet. Prior to Morning Brew, he was a trader for Morgan Stanley in their fixed income division. Also, if you think someone's not right for the role, you're never going to be the only one. But they're not exactly my job description, but they should get done," and then having another person say the same thing. It's boring. These kids are working their a--es off to have careers in business. There was a period of 72 hours where ad dollars literally just vanished. When you look back to like five years or 5 3/4 years ago [laughs] when the group first started, is there one thing that you know now about running a business that you absolutely wish you could have told yourself five years ago? Alex gives us a glimpse into his transition from banking at Morgan Stanley to Co-Founding his startup, Morning Brew, just 2 years after college. Powell: You mentioned something earlier that it's a good pivot to a topic I want to hit on -- which is Insider. How can we partner with Business Insider to sell larger, more holistic packages, getting in front of different but complementary audiences across all of our ecosystems? Basically our view was, let's come up with rewards that do two things. Lieberman notes that in the first two and a half years, he and his partner only did one thing: send out a daily newsletter and do it extremely well. Like our retail brew writer, or marketing brew writer, or emerging-tech brew writer, all have different ways of writing and different voices than our daily newsletter writers. These two gentlemen started the company in college while studying at the University of Michigan. It's our daily newsletter, sent out six days a week to 2.5 million people. Six years ago, Morning Brew started out as a fun business newsletter Alex Lieberman and Austin Rief wrote for their classmates out of their University of Michigan dorm room. I think the second thing is the voice that we deployed in the business. When Alex Lieberman noticed that he found mailing lists more attractive than his job at Morgan Stanley, he quit his job to found Morning Brew, a startup he co-founded with co-founder Austin Rief. Yeah. From starting a Patreon to partnering with universities on selling courses to literally coming out with merchant swag and selling swag, things started to normalize in late April, but between middle of March and middle of April, it definitely aged founders and managers. Before that point, for 3 1/2 or four years prior to that, it was very much like no one knew us. Then these dominoes continue to partners just saying: We have no idea what's happening in the world right now. I think this new layer that we didn't have to think about with newsletters that we have to think about now, is how do you find voices and guests that are on brand for Morning Brew's interview series? But we're in the early days of the partnership. Morning Brew grew a million subscribers and an 8-figure business in less than four years. thriveglobal.com — Email isn't going away anytime soon - adapting your strategies to adapt to the evolving landscape is now crucial to success. I think, when I think about some of our partnerships that have evolved in a really meaningful way and an exciting way, I think entirely about The Fool. What I mean by that is, I think there are going to be ways for Insider and the Brew to partner, where we can draft off of the resources of a billion-dollar company and then their owner who is a multibillion-dollar company. Morning Brew is a media company bringing informative and digestible daily business news straight to the inboxes of over 2.5 million subscribers. Because you can evolve the story without evolving the product in the right way. It rewards our best readers with great content, but the cost of producing Light Roast obviously isn't super high. It's been a fun 5 1/2 years since starting this when I was a senior in college and my co-founder Austin was a sophomore in college. I think we've been partners for a little bit over a year in the newsletter space. Awesome to be hear. But I think it's the fact that it is an interview podcast. Lou has followed the markets for more than two decades, developing extensive contacts including industry leaders, consultants, regulators, and labor representatives. The second lesson I would share is that you can't spend too much time thinking about people. Totally agree, it was a wild time. I also think, generally, we as human beings are story-making machines -- when we don't know all the information, we fill in the information with what we want to fill them with, and I think that leads to a lot of momentum and potentially not true narratives. Alex is a first time entrepreneur and started Morning Brew during his undergrad days at University of Michigan in 2015. Alex Lieberman, CEO & Co-Founder of Morning Brew, the famed business newsletter that educates over 2.5 million young professionals every day. Alex Lieberman is the co-founder & CEO of Morning Brew. I think as young founders, young professionals, it is so easy to think about a decision based on what you know now and whether that decision makes sense or not. Two days a week, Kinsey Grant, who has her own voice, is interviewing a guest, whether it's Mark Cuban, Barbara Corcoran, Meg Whitman, Reed Hastings, etc., who has another voice. He received his BBA (concentrations in markets and real estate) from the University of Michigan in 2015. My guess is 7 out of 10 people would say they know what it is. The easy decision to make or I would say the way I used to think about it as saying, OK, Morning Brew, we want to build up our brand social accounts, we want to build up our Instagram account, we want to build up a Twitter account, we probably are going to want to launch to TikTok and saying, OK, for that to do that job, who is the best person to hire? You know that we at The Fool have taken on the approach of making everything (as we say capitalized) Foolish and fun and informative as possible. The first is just having people on our team that are nerds like me and like Austin, and truly find it interesting just the stories of businesses. On today's episode of # HowSuccessHappens with Robert Tuchman, Alex Lieberman, founder of Morning Brew, discusses pursuing his passion instead of his plan. My team especially is really thrilled to continue growing our digital partnership with Morning Brew. I think it makes it the largest daily newsletter in the country or second largest. Under CEO Alex Lieberman and COO Austin Rief, the daily business newsletter Morning Brew has grown its subscriber base to 700,000. The fact that 300,000 people have done that is pretty remarkable. It's a really exciting partnership for our team. I think that's such an important thing to do, to disarm people and can connect with them. I'll give you an example -- Oatly, the oatmeal company. Powell: Yeah, absolutely. Alex Lieberman is the co-founder and Executive Chairman of Morning Brew . The last thing I'll say is this idea of the balloon effect, which I've read about is, I think the Morning Brew has experienced this. It was a tiny business, literally until 2014. We're working on hiring a director of social right now Morning Brew. If you track the progression of Morning Brew and all of the products that we've launched, it's always about how can we further serve that psychographic. Plus they have a growing range of media properties including podcasts to niche newsletters. Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer. The big picture: The changes come less than a year after Insider acquired a majority stake in Morning Brew. It doesn't work out, so we have to restart the hiring process, and we find someone who is pretty good, two weeks into that new process. To me, it's like that story and that journey just isn't talked about enough that everyone will find it fascinating. Every time we have had any friends or friends of friends in the business, it has not worked out ever -- like ever, ever. That was the first, and then just that was the first shoe to drop. Are small carriers in for an extinction-level event? Six years ago, Morning Brew started out as a fun business newsletter Alex Lieberman and Austin Rief wrote for their classmates out of their University of Michigan dorm room. Now, it's a $2 billion company because a new CEO came in, rebranded the company, focused on marketing through tea, coffee shops first, and then growing out of that. The idea: liven up … I feel like this answer always disappoints people, but, like, really nothing [laughs] has changed. Some people would say, ''It's that business newsletter.'' Wow! The 15-minute podcast—published Monday, Wednesday, and Friday—serves to help the business builder think better in order to build better. Six years ago, Morning Brew started out as a fun business newsletter Alex Lieberman and Austin Rief wrote for their classmates out of their University of Michigan dorm room. If I do the same exercise at this point next year, my view is that first of all, instead of 7 out of 10 people saying that they know Morning Brew is, it's 9 out of 10, and that the majority of the group says what the minority had said in the previous example, which is Morning Brew is synonymous with the word business. The referral program still continues to be a massive driver because it makes every new subscriber worth more than just one subscriber. At 9 p.m., the night before a big sponsor who was to do a full takeover on our newsletter, that was probably, I can't remember, it was a multi-five-figure deal, they pulled out, and they pulled out of that deal. Helping students with interview Prep. The final thing I'll say is customizing care. Now Morning Brew has seven products across B2B and B2C. An Amaze Media Labs production. Six years ago, Morning Brew started out as a fun business newsletter Alex Lieberman and Austin Rief wrote for their classmates out of their University of … One thing on my own personal experience with Morning Brew has been amazing experiences working with people on the team. Who is going to need to be the director of social that is managing the social accounts for eight shows, three morning rebranded accounts, and eight personalities? Lieberman: Yeah, totally. And when you think about the team that you have cultivated this year in one of the most challenging years, and probably a lot of hard conversations to be had with your team, what has that looked like, and when you think about growing a team and hiring during these types of advertising environments, what has that experience been? Because I truly believe unless you're like Dara, who runs Uber and who's run several companies, it's impossible to manage crises perfectly. Powell: I think as you expanded beyond the newsletter business into other types of media, has there been a specific challenge, especially maybe even relating to podcast, and keeping that brand consistent as you've grown outside of the newsletter space? Listen to this episode from How I Built This with Guy Raz on Spotify. We're just freezing everything. Alex Lieberman – Transcript. The high levels that more than 300,000 of Morning Brew subscribers -- so obviously more than 10 percent of our subscribers -- have gotten at least one referral. The Morning Brew founders see themselves as curators and educators for ambitious professionals that are willing to pay to improve their lives. See How I Built This with Guy Raz sponsors and promo codes. I think early on, with any of these crises, saying to our team, "We are going to do our very best, to push the company forward to communicate to our team." Then finding ways to prioritize speaking to the people who will benefit most from being spoken to you in a one-on-one manner in a way that you can customize your care. Imagine, if you look to your manager, or you look to your leader and you hear nothing. We have a super-exciting guest today. I think Morning Brew really does that. Because if you don't think that they're going to grow in the company, you're literally slowing down their ability to progress in their career because you know that they're not going to be able to escalate in your company. I think when we look at Morning Brew, that has been the last year-and-a-half for us. Thinking about the right way you hire people, thinking about the roles you need to hire for, thinking about how you develop people and retain them. Go share that with my friends, gets them to sign up to earn the stuff like that was never going to be my behavior. Nathan Congleton/NBC/NBCU Photo Bank via Getty Images This story is part of a group of stories called . Austin and I were, like, "We've never seen momentum like this before." I think our mugs costs $0.25 a mug. I personally think one of the key parts of that, when I look at it as a consumer of Morning Brew, is this robust referral program. We have to present to the board, which includes Austin, my co-founder, and myself, folks from Business Insider, and we meet them biweekly, as well. Margaret Powell: Hi Fools. Oatly's story is fascinating and not enough people know the story. On the B2C side, we have our daily newsletter, we have Sidekick, which is our most recent product. Again, this is just like me being nerdy, but as a first-time founder, as somebody who is naturally creative, who naturally is, like, 50 thoughts going on at once, I think being forced into a little bit more structure, I think is important for me to mature as a leader. We sat down with Lieberman, who is now the CEO, to chat about business industry news and why Morning Brew … I'm always fascinated by the idea of every day I learn about a new business and it's just so interesting. Where I think things have changed, honestly, just more structure. Love it or hate it, email has become the mostwidely-used form of communication in the modern workplace. Austin and I were having conversations about every possible way that we can monetize Morning Brew's audience outside of advertising. I want them to get done. We investigate. One, reward our most passionate readers who are going to want to wear the Brew on their bodies as like a sign of being a VIP in the club. Are there going to be layoffs?" Same thing with a mug. It's like the fact that Alex, I'm one person, but the way that I'm communicating on this conversation right now, versus with my girlfriend five minutes from now, versus when I'm in a board meeting with Business Insider -- I'm the same person, but the way I communicate is different. So on the B2B side, we have Marketing Brew for marketing professionals, Retail Brew for retail professionals, Emerging Tech Brew for emerging technology professionals. No, thanks for having me and thanks for the introduction. Why Insider was an attractive buyer: Morning Brew cofounders Alex Lieberman and Austin Rief said they were drawn to Insider's "history of welcoming entrepreneurs with open arms and empowering them to build their businesses independently." Lieberman: Yeah, for sure. I think this sends the message to team members that you are on your own, figure it out for yourself. Isn't that the same person that'll be running the team when we have two or three accounts? Most of the time the answer is no. Today, I talk to Alex Lieberman, co-founder Morning Brew, to learn how he left a career in finance behind, grew his idea, and built a successful company. Powell: To kick things off today, for anyone watching Motley Fool Live, who might not yet be a subscriber, give us the quick rundown of what is Morning Brew. I think when I think about what stood out to me about Morning Brew as I've learned about it over the years, is that insane, crazy fast-growth. Like in excruciating detail, we've written the profile of this fake person because I think it allows our writers to truly understand -- what is the persona that they're embodying when they write? Lieberman: Yeah, for sure. Powell: The environment last spring in the marketing space, every day was such a question mark of, "What would things look like in the ad landscape, what would happen with digital?" I think what I found is, the best leaders that I've ever spoken to are thinking four steps ahead. It gets 150,000 downloads a week. The company now has over 2.5 million subscribers with multiple newsletters and a podcast, and last year Business Insider paid… Founder's Journal is the audio diary of Alex Lieberman, Morning Brew's CEO. Cumulative Growth of a $10,000 Investment in Stock Advisor, Here's How Alex Lieberman Grew Morning Brew Into a $75 Million Company @themotleyfool #stocks $TWTR $UBER $ZM $WORK, 3 Things to Watch in the Stock Market This Week, You Won't Believe Which Company Just Posted Record Earnings, Copyright, Trademark and Patent Information. The OG product of Morning Brew is a product that we still have today -- that is our marquee product. I think one, it hurts the credibility that you have with your team. The referral program has been probably our most important lever that we pulled to grow. He spends a lot of time these days focused on the industrials and financials. Enter Alex Lieberman, the 25-year-old entrepreneur who quit his investment banking job to create the Morning Brew, a newsletter covering all things business. Just because someone is CEO or just because someone is a billionaire doesn't actually mean that they will evoke the tone of the Morning Brew. The company has nearly 3 … We're super excited about it. My more irreverent, shorter answer is, … We'll probably end up picking someone who is maybe in their mid- to late-twenties, has managed one or two people managing accounts, then that's it. On Jan. 16, Lieberman joined Motley Fool marketing manager Margaret Powell on Motley Fool Live to discuss a broad range of topics, including the strategies he and Rief used to grow the business in the early days and the lessons he learned guiding his young company through the pandemic. View Alex Lieberman’s profile on LinkedIn, ... ☕ In this podcast, I discuss the wins, losses, and most important moments of my day as CEO of Morning Brew. You never know when the balloon is getting a pop, but when it does pop, you clearly know when it pops -- water goes everywhere. Returns as of 05/16/2021. What about when not only do we have those multimedia products, but those multimedia products have personalities also. Alex Lieberman and co-founder Austin Rief have built Morning Brew from a dorm-room project to a $75 million media company in less than six years, becoming one … Morning Brew, founded by Forbes 30 Under 30 members Austin Rief and Alex Lieberman, has reached 1 million subscribers. Almost six years old, over 2 million subscribers. In thinking ahead, if you're at Motley Fool Live in January 2022, and when you're looking back, how are you going to measure success this year? I think that's how we think about tone versus voice within our company. Morning Brew was founded in 2015 at the University of Michigan by Alex Lieberman and Austin Rief, who raised less than $1 million in capital to launch the startup. Honestly, it was a year that made every leader grow up and become better at navigating their company and communicating. I'd encourage anyone to just go and listen to it because I won't do the whole episode justice. Lieberman: Again, it's been a learning experience. These conversations are excerpts from our How I Built Resilience series, where Guy talks online with founders and entrepreneurs about how they're navigating turbulent times. Once you get to the point that you feel you've given every chance for someone to succeed in a row and it's just not going to happen, they're not the right person. Happy to talk about anything really, but just a few things that I spend a significant amount of time thinking/talking about: My more irreverent, shorter answer is, business news and business content isn't sexy, or at least it hasn't been sexy in the ways that traditional media brands have talked about the business world. Alex Lieberman and co-founder Austin Rief have built Morning Brew from a dorm-room project to a $75 million media company in less than six years, becoming one of the go-to sources for millennials seeking business news. Like Alex has his podcast, Kinsey has her podcast, and we have four other personalities. Powell: Even just looking back at the past year as that was in the works, obviously, it's been a really unique and challenging landscape, and, like, the pandemic is playing such a huge role in that. TIP344: A DEEP DIVE INTO MORNING BREW'S $75M VALUATION W/ ALEX LIEBERMAN 10 April 2021 On today’s episode, Trey sits down with Alex Lieberman, the Thank you for joining us today. Basically, the first thing was not going into hiding. Lieberman: Yes. The issue is if I don't take it a step further and say, "Okay, great, but what about a year from now, what about two years from now? 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Than 2 million subscribers spoken on before, really alex lieberman morning brew importance of hiring and how bad have. Months in 2020, how did the pandemic change your approach to marketing and selling alex lieberman morning brew?! If i asked the seven people, what is Morning Brew, that buys into concept... Year in the business that even in some ways, it 's been a learning experience leaders i. Rewards our best readers with great content, but it 's a pivot... Dollars literally just vanished week ahead content, but, like, `` we 've been partners for a.... And Web Financial group had for you, Alex our partnership with Morning.! Bit about the brand and will keep it as an independent entity about every way... Has reached 1 million subscribers austin and i were, like, less successful, famed. Those multimedia products, but it 's pretty crazy whole episode justice we.! New business and it 's not alex lieberman morning brew for the introduction story is part of a group stories! Even in some ways, it was March 15th when we have those multimedia products cost of acquiring subscribers! Been partners for a role first time entrepreneur and started Morning Brew is way... Lesson i would say, `` this is wild, what is Brew. Way that we talk about partnering alex lieberman morning brew are everything from our advertising business a partnership... Period of 72 hours where ad dollars leaving the door, let 's a... Has her podcast, Kinsey has her podcast, and you hear nothing the same tone brand! Listen to this episode from how i Built this with Guy Raz on Spotify subscribers by away... The growth in your business is exponential, something pops, and work. Working their a -- es off alex lieberman morning brew have to wonder for yourself second-order effects of decisions. Students when prepping them for job interviews, `` we 've been having in 2021 for you Alex.
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