What I've Learned Building in AI | Alex Lieberman
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What I Have Learned Building in AI
Alex Lieberman November 7, 2025 · 3 min read
IN THIS ARTICLE
01 Market Reality 02 Deep Gratitude 03 Cofounder Chemistry 04 AI Paradox 05 Innovation Strategy 06 Content Leverage 07 Engineers Reimagined 08 ICP Insights 09 Personal Mission 10 Growth Channels 11 Human Connection 12 Learning Source 13 Sales Strategy 14 Reality Check 15 Founder Grit 16 Conclusion
Six months ago, I started building what I call McKinsey for AI.
It is 100% bootstrapped and the fastest-growing business I have started; I have never been pushed harder.
Here is a hodgepodge of musings, lessons, and reflections since day one.
Market Reality
Most engineering organizations are still six to twelve months behind in adopting the best tooling available today.
This is exactly why Tenex engineering exists.
Deep Gratitude
I am so freaking grateful.
Nothing will top making memories with my family, but getting to solve hard problems with incredibly competent builders and having full control over our destiny is winning the entrepreneurial lottery.
Cofounder Chemistry
The deadly cofounder combo is one technical killer and one distribution killer.
Arman Hezarkhani makes sure we hire the best engineers in the world, and I make sure we speedrun relevance through exceptional content.
AI Paradox
AI is both the innovation of our lifetime and a bubble.
Which was true of the internet and technology paradigms that came before it.
Innovation Strategy
The best businesses copy ninety percent and innovate on the last mile.
Our last mile has been changing how engineers are paid (that is, like salespeople), which has unlocked access to incredible talent.
Content Leverage
AI plus juice squeezing makes your marketing appear wayyyy bigger than you are.
We have a one-person content team today.
Yet we run a weekly show that is distributed across social media, websites, YouTube, and podcasts (check out Human in the Loop below).
Engineers Reimagined
I always thought engineers were more like scientists than artists.
Now I am realizing so much of engineering work is deeply creative and is an art form.
ICP Insights
Midmarket is a sneaky cool ICP.
Fifty to two hundred fifty million dollar revenue companies have greater budgets than startups, less red tape than enterprises, and attract far less competition (read: major consultancies).
Personal Mission
I am trying to prove that it is possible to be an unbelievable family man while building a consequential company.
It is really freakin’ hard, but definitely possible.
Growth Channels
Channel partnerships are an incredible growth lever in B2B that more companies should take seriously.
Our program has fifty partners and five key verticals: recruiters, engineering-focused software companies, PE and growth equity, fractional CTOs/CPOs/CEOs, and bulge bracket consulting firms.
Human Connection
In-person interactions are the best hedge against an AI future.
As the cost of intelligence goes to zero, the value of connection skyrockets.
Learning Source
Engineers are living in the future.
If you want to understand AI, get close to the metal, and engineers are closest.
Sales Strategy
Free AI roadmaps and trainings for organizations have been an incredible wedge.
We deliver value upfront, build trust, and sales opportunities just come up naturally.
Reality Check
Ninety percent of ideas on a company’s AI wish list are just traditional software.
Founder Grit
If I am good at one thing as a founder, it is my ability to eat shit thanklessly for years on end based on the irrational belief that success is inevitable.
Conclusion
Building in AI requires equal parts technical excellence, distribution savvy, and relentless grit.
The opportunity is massive, but so is the challenge of balancing ambition with what truly matters.
Follow me on LinkedIn and X for more content like this.
WRITTEN BY
Alex Lieberman
Founder & Podcast Host
Alex Lieberman is the co-founder of Morning Brew, the business media company he led as CEO from 2016 to 2021 and grew to more than 4 million subscribers before its $75 million sale to Insider in 2020. He is now Managing Partner of Tenex, an AI engineering and transformation firm, and co-founder of storyarb and GrowthPair. He hosts The Founder's Journal podcast and was named to the Forbes 30 Under 30 Media list in 2018. He holds a BBA from the University of Michigan's Stephen M. Ross School of Business.
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