⚡️ 10x AI Engineers with $1m Salaries — Alex Lieberman & Arman Hezarkhani, Tenex
Alex Lieberman and Arman Hezarkani, co-founders of Tenex, reveal how they’re revolutionizing software consulting by compensating AI engineers for output rather than hours—enabling some engineers to earn over $1 million annually while delivering 10x productivity gains. Their company represents a fundamental rethinking of knowledge work compensation in the age of AI agents, where traditional hourly billing models perversely incentivize slower work even as AI tools enable unprecedented speed.
The Genesis: From 90% Downsizing to 10x Output The story behind 10X begins with Arman’s previous company, Parthian, where he was forced to downsize his engineering team by 90%. Rather than collapse, Arman re-architected the entire product and engineering process to be AI-first—and discovered that production-ready software output increased 10x despite the massive headcount reduction. This counterintuitive result exposed a fundamental misalignment: engineers compensated by the hour are disincentivized from leveraging AI to work faster, even when the technology enables dramatic productivity gains. Alex, who had invested in Parthian, initially didn’t believe the numbers until Arman walked him through why LLMs have made such a profound impact specifically on engineering as knowledge work.
The Economic Model: Story Points Over Hours 10X’s core innovation is compensating engineers based on story points—units of completed, quality output—rather than hours worked. This creates direct economic incentives for engineers to adopt every new AI tool, optimize their workflows, and maximize throughput. The company expects multiple engineers to earn over $1 million in cash compensation next year purely from story point earnings. To prevent gaming the system, they hire for two profiles: engineers who are “long-term selfish” (understanding that inflating story points will destroy client relationships) and those who genuinely love writing code and working with smart people. They also employ technical strategists incentivized on client retention (NRR) who serve as the final quality gate before any engineering plan reaches a client.
Impressive Builds: From Retail AI to App Store Hits The results speak for themselves. In one project, 10X built a computer vision system for retail cameras that provides heat maps, queue detection, shelf stocking analysis, and theft detection—creating early prototypes in just two weeks for work that previously took quarters. They built Snapback Sports’ mobile trivia app in one month, which hit 20th globally on the App Store. In a sales context, an engineer spent four hours building a working prototype of a fitness influencer’s AI health coach app after the prospect initially said no—immediately moving 10X to the top of their vendor list. These examples demonstrate how AI-enabled speed fundamentally changes sales motions and product development timelines.
The Interview Process: Unreasonably Difficult Take-Homes Despite concerns that AI would make take-home assessments obsolete, 10X still uses them—but makes them “unreasonably difficult.” About 50% of candidates don’t even respond, but those who complete the challenge demonstrate the caliber needed. The interview process is remarkably short: two calls before the take-home, review, then one or two final meetings—completable in as little as a week. A signature question: “If you had infinite resources to build an AI that could replace either of us on this call, what would be the first major bottleneck?” The sophisticated answer isn’t just “model intelligence” or “context length”—it’s controlling entropy, the accumulating error rate that derails autonomous agents over time.
The Limiting Factor: Human Capital, Not Technology Despite being an AI-first company, 10X’s primary constraint is human capital—finding and hiring enough exceptional engineers fast enough, then matching them with the right processes to maintain delivery quality as they scale. The company has ambitions beyond consulting to build their own technology, but for the foreseeable future, recruiting remains the bottleneck. This reveals an important insight about the AI era: even as technology enables unprecedented leverage, the constraint shifts to finding people who can harness that leverage effectively.
Full Video Episode
Timestamps
00:00:00 Introduction and Meeting the 10X Co-founders00:01:29 The 10X Moment: From Hourly Billing to Output-Based Compensation00:04:44 The Economic Model Behind 10X00:05:42 Story Points and Measuring Engineering Output00:08:41 Impressive Client Projects and Rapid Prototyping00:12:22 The 10X Tech Stack: TypeScript and High Structure00:13:21 AI Coding Tools: The Daily Evolution00:15:05 Human Capital as the Limiting Factor00:16:02 The Unreasonably Difficult Interview Process00:17:14 Entropy and Context Engineering: The Future of AI Agents00:23:28 The MCP Debate and AI Industry Sociology00:26:01 Consulting, Digital Transformation, and Conference Insights
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.latent.space/subscribe
The Step-by-Step Playbook We Used to Build a $100M+ Newsletter Business
[free]
Episode 693: Sam Parr ( https://x.com/theSamParr ) talks to Alex Lieberman ( https://x.com/businessbarista ) and Austin Rief ( https://x.com/austin_rief ) about how to build a profitable newsletter.
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Show Notes:
(0:00) Intro
(3:12) 0 to 100K subscribers
(9:18) Nontraditional hires
(15:26) 100K to 1M subscribers
(35:00) Entrepreneurs Operating System
(43:27) 8-figure Exits
(55:28) How to start a newsletter in 2025
(1:02:57) Newsletter ideas
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Links:
• The Hustle - https://thehustle.co/
• Morning Brew - https://www.morningbrew.com/
• Traction - https://tinyurl.com/5dfh3nx9
• Arena Magazine - https://arenamag.com/
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Check Out Shaan's Stuff:
• Shaan's weekly email - https://www.shaanpuri.com
• Visit https://www.somewhere.com/mfm to hire worldwide talent like Shaan and get $500 off for being an MFM listener. Hire developers, assistants, marketing pros, sales teams and more for 80% less than US equivalents.
• Mercury - Need a bank for your company? Go check out Mercury (mercury.com). Shaan uses it for all of his companies!
Mercury is a financial technology company, not an FDIC-insured bank. Banking services provided by Choice Financial Group, Column, N.A., and Evolve Bank & Trust, Members FDIC
—
Check Out Sam's Stuff:
• Hampton - https://www.joinhampton.com/
• Ideation Bootcamp - https://www.ideationbootcamp.co/
• Copy That - https://copythat.com
• Hampton Wealth Survey - https://joinhampton.com/wealth
• Sam’s List - http://samslist.co/
My First Million is a HubSpot Original Podcast // Brought to you by HubSpot Media // Production by Arie Desormeaux // Editing by Ezra Bakker Trupiano
How Morning Brew Grew to 6 Million Subscribers and $70 Million Revenue in Six Years | Austin Rief, Co-founder & CEO
Austin Rief is the Co-founder & CEO of Morning Brew, building the Wall Street Journal for the next generation. They started the company in 2017, and grew it to 6 million subscribers and $70 million in revenue in six years.
We talk through the journey starting Morning Brew with Co-founder Alex Lieberman while students at the University of Michigan, and Austin's playbook for starting a new media company from scratch today. We get into the creator economy, early stage investing, ad based business models, being the first advertiser on Instagram Stories, advice for hiring, and his secret for sourcing remote talent in Sri Lanka.
Timestamps:
(00:00) Intro
(03:42) How to start a media company from scratch today
(13:01) Future of the creator economy is niche products
(14:42) Opportunity in B2B media today
(17:05) Reflecting on investing during ZIRP
(21:30) Why its starting to feel like 2021 again
(23:16) Talking VC portfolio math
(27:09) Starting Morning Brew with Wall Street interview prep
(33:35) Being so dumb that they never pivoted from being a newsletter
(35:29) How newsletter business models works
(38:32) Morning Brew’s first viral Instagram post
(40:37) Acquiring subscribers for two cents on Instagram Stories
(42:29) Nik Sharma’s poor mans paid ads strategy
(44:32) Landing Discover as their first big sponsor
(46:06) How agencies and ad buying works
(49:49) Why sales roles are so hard to hire for
(53:04) Importance of offsheet references
(57:43) Sourcing talent in Sri Lanka with Oceans
(01:04:23) Austin and Alex’s unique co-founder dynamics
(01:07:16) Dental plans, rotisserie chickens, and company laptops
(01:10:00) Building WSJ for the next generation
Referenced:
Morning Brew: https://www.morningbrew.com
Try Oceans: https://www.oceanstalent.com/
Kevin Espiritu episode: https://www.youtube.com/watch?v=FefGL-qPzDo
Craig Fuller episode: https://www.youtube.com/watch?v=oPPqO8eBq2M
Forbes article: https://www.forbes.com/sites/hayleycuccinello/2019/02/07/morning-brew/
Follow Austin:
Twitter: https://x.com/austin_rief
LinkedIn: https://www.linkedin.com/in/austin-rief/
Newsletter: https://www.theaustinbrief.com/
Follow Turner:
Twitter: https://twitter.com/TurnerNovak
LinkedIn: https://www.linkedin.com/in/turnernovak
Subscribe to my newsletter to get every episode + the transcript in your inbox every week: https://www.thespl.it/
Brainstorming +$1M Weird Business Ideas With Morning Brew’s CEO
Episode 543: Shaan Puri (https://twitter.com/ShaanVP) and Sam Parr (https://twitter.com/theSamParr) talk to Morning Brew founder Austin Rief ( https://twitter.com/austin_rief ). In this episode, the three amigos of newsletters are brainstorming weird business ideas like Gen Z Bingo, Binge-Eating Bars, and Meat Influencers.
No more small boy spreadsheets, build your business on the free HubSpot CRM: https://mfmpod.link/hrd
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Show Notes:
(0:00) Intro
(1:00) $120M Bingo idea
(5:00) Pizza-Binge Bar
(11:00) No more alpha in newsletters
(13:00) Meat influencers
(19:30) Creator brands that actually work
(26:00) Interviewing Tony Robbins
(31:30) Dinner with SBF
(41:30) Being Goggins for 1 hour a day
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Links:
• Austin’s Twitter - https://twitter.com/austin_rief
• Bingo Loco - https://www.bingo-loco.com/
• Bongo Bingo - https://www.bongosbingo.co.uk/
• Beard Meats Food - http://tinyurl.com/2wzszdaa
• Museum Hack - https://museumhack.com/
• Jonathan Katz-Moses - https://www.youtube.com/channel/UCXBNF-A7QlYT3tT-B9N4ElA
• Oklahoma Smokes - https://itsoklahomas.com/
• Albany Bahamas - https://www.albanybahamas.com/
• Aman - https://www.aman.com/
—
Check Out Sam's Stuff:
• Hampton - https://www.joinhampton.com/
• Ideation Bootcamp - https://www.ideationbootcamp.co/
• Copy That - https://copythat.com
• Hampton Wealth Survey - https://joinhampton.com/wealth
Check Out Shaan's Stuff:
• Try Shepherd Out - https://www.supportshepherd.com/
• Shaan's Personal Assistant System - http://shaanpuri.com/remoteassistant
• Power Writing Course - https://maven.com/generalist/writing
• Small Boy Newsletter - https://smallboy.co/
• Daily Newsletter - https://www.shaanpuri.com/
Past guests on My First Million include Rob Dyrdek, Hasan Minhaj, Balaji Srinivasan, Jake Paul, Dr. Andrew Huberman, Gary Vee, Lance Armstrong, Sophia Amoruso, Ariel Helwani, Ramit Sethi, Stanley Druckenmiller, Peter Diamandis, Dharmesh Shah, Brian Halligan, Marc Lore, Jason Calacanis, Andrew Wilkinson, Julian Shapiro, Kat Cole, Codie Sanchez, Nader Al-Naji, Steph Smith, Trung Phan, Nick Huber, Anthony Pompliano, Ben Askren, Ramon Van Meer, Brianne Kimmel, Andrew Gazdecki, Scott Belsky, Moiz Ali, Dan Held, Elaine Zelby, Michael Saylor, Ryan Begelman, Jack Butcher, Reed Duchscher, Tai Lopez, Harley Finkelstein, Alexa von Tobel, Noah Kagan, Nick Bare, Greg Isenberg, James Altucher, Randy Hetrick and more.
—
Other episodes you might enjoy:
• #224 Rob Dyrdek - How Tracking Every Second of His Life Took Rob Drydek from 0 to $405M in Exits
• #209 Gary Vaynerchuk - Why NFTS Are the Future
• #178 Balaji Srinivasan - Balaji on How to Fix the Media, Cloud Cities & Crypto
• #169 - How One Man Started 5, Billion Dollar Companies, Dan Gilbert's Empire, & Talking With Warren Buffett
• #218 - Why You Should Take a Think Week Like Bill Gates
• Dave Portnoy vs The World, Extreme Body Monitoring, The Future of Apparel Retail, "How Much is Anthony Pompliano Worth?", and More
• How Mr Beast Got 100M Views in Less Than 4 Days, The $25M Chrome Extension, and More
Austin Rief: Building Morning Brew, The Ultimate Guide to Building Newsletter Businesses, Side Hustle Ideas, & More
Episode 398: Shaan Puri (@ShaanVP) and Sam Parr (@TheSamParr) talk to Morning Brew Founder & CEO Austin Rief (@austin_rief) about building, growing and selling a newsletter valued at $75M in 5 years, whether newsletter businesses are still worth doing, how to make them succeed, and a few good side hustle ideas to start now.
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Links:
* Morning Brew
* Toptal
* Do you love MFM and want to see Sam and Shaan's smiling faces? Subscribe to our Youtube channel.
* Want more insights like MFM? Check out Shaan's newsletter.
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Show Notes:
(01:00) - Morning Brew origin story
(19:10) - Ad sales
(24:10) - Austin's strengths
(32:15) - Austin's upbringing
(42:55) - What did you do with your new found wealth?
(45:55) - Ideas brainstorm
(01:13:14) - Future plans
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Past guests on My First Million include Rob Dyrdek, Hasan Minhaj, Balaji Srinivasan, Jake Paul, Dr. Andrew Huberman, Gary Vee, Lance Armstrong, Sophia Amoruso, Ariel Helwani, Ramit Sethi, Stanley Druckenmiller, Peter Diamandis, Dharmesh Shah, Brian Halligan, Marc Lore, Jason Calacanis, Andrew Wilkinson, Julian Shapiro, Kat Cole, Codie Sanchez, Nader Al-Naji, Steph Smith, Trung Phan, Nick Huber, Anthony Pompliano, Ben Askren, Ramon Van Meer, Brianne Kimmel, Andrew Gazdecki, Scott Belsky, Moiz Ali, Dan Held, Elaine Zelby, Michael Saylor, Ryan Begelman, Jack Butcher, Reed Duchscher, Tai Lopez, Harley Finkelstein, Alexa von Tobel, Noah Kagan, Nick Bare, Greg Isenberg, James Altucher, Randy Hetrick and more.
-----
Additional episodes you might enjoy:
• #224 Rob Dyrdek - How Tracking Every Second of His Life Took Rob Drydek from 0 to $405M in Exits
• #209 Gary Vaynerchuk - Why NFTS Are the Future
• #178 Balaji Srinivasan - Balaji on How to Fix the Media, Cloud Cities & Crypto
* #169 - How One Man Started 5, Billion Dollar Companies, Dan Gilbert's Empire, & Talking With Warren Buffett
• #218 - Why You Should Take a Think Week Like Bill Gates
• Dave Portnoy vs The World, Extreme Body Monitoring, The Future of Apparel Retail, "How Much is Anthony Pompliano Worth?", and More
• How Mr Beast Got 100M Views in Less Than 4 Days, The $25M Chrome Extension, and More
Optimism In A Tech Downturn — With Packy McCormick and Austin Rief
Austin Rief is the CEO of Morning Brew. Packy McCormick is the author of Not Boring on Substack and founder of Not Boring Capital. The two join Big Technology Podcast for a discussion of why the economic downturn has hit tech disproportionately hard and how bad it's going to get. They also look for places of optimism, and areas of opportunity. Stay tuned for the second half where we discuss whether their own investing has changed, how their media businesses will get through this moment, and the latest on Elon Musk's plan to buy Twitter.
Learn more about your ad choices. Visit megaphone.fm/adchoices
The New York Times: The Empire Strikes Back - [Business Breakdowns, EP. 48]
This is Jesse Pujji and today we’re breaking down The New York Times. Since its founding in 1851, The New York Times has become known as the national “newspaper of record” through its focus on truth seeking and quality journalism. To underline that status, it has won 132 Pulitzer Prizes, almost double its nearest competitor. However, the business behind the Times hasn’t always been easy and it has faced several existential threats over its history, most recent of which has come from the internet and digital mediums.
To break down The New York Times, I’m joined by Morning Brew co-founder and host of Founder’s Journal and Imposters podcasts, Alex Lieberman. It’s particularly interesting to hear a new media operator dissect the heritage and evolution of one of the most storied brands in his industry. Please enjoy this breakdown of The New York Times.
For the full show notes, transcript, and links to the best content to learn more, check out the episode page here.
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Business Breakdowns is a property of Colossus, LLC. For more episodes of Business Breakdowns, visit joincolossus.com/episodes.
Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here.
Follow us on Twitter: @JoinColossus | @patrick_oshag | @jspujji | @zbfuss
Show Notes
[00:02:55] - [First question] - What The New York Times is as a business
[00:04:35] - Snapshot of the scale of The New York Times and it’s readership
[00:08:06] - The origin story of The New York Times and becoming a national news source
[00:11:40] - How the business is distinctive being family-run for five generations
[00:15:00] - Unpacking the shift from physical to digital and how it impacted their numbers
[00:20:00] - Course correcting after the first few years of their digital strategy not succeeding as anticipated
[00:23:43] - The cost of sales and the margins of the business and growth levers
[00:27:47] - Revenue differences between advertising and subscriptions
[00:29:37] - What does their non-digital advertising business look like
[00:31:43] - The biggest levers for growing the topline and bottomline of the business
[00:35:18] - Acquiring Wirecutter & historical M&A performance
[00:37:57] - Other categories and businesses that help build a bigger audience
[00:42:00] - Differences between the Netflix and New York Times subscription models
[00:44:37] - Leaning into world events and politics
[00:48:22] - Macro factors and specific things that would lead to reaching their subscriber goal in the future
[00:51:10] - Mistakes and threats that could negatively impact their goals
[00:55:43] - Biggest lessons for builders, entrepreneurs, executives and investors
[00:58:30] - Learn more about the New York Times; Peter Kafka, Rich Greenfield, Lightshed Partners
Next Unicorns: Miso Robotics’ Mike Bell, $3 an hour fry cooks + MorningBrew’s Dan Toomey on TikTok | E1276
Jason chats with Miso Robotics CEO Mike Bell (1:07), about automating food preparation, filling the labor gap, the consequences of robots, growing with crowdfunding and more. Then, TWIST Producer Rachel Braun interviews Dan Toomey about the strategies he uses to run the Morning Brew TikTok account.
Nextdoor SPAC breakdown, Pelosi trading options + Morning Brew’s Alex Lieberman | E1242
First, Jason breaks down the highlights from Nextdoor's SPAC announcement (1:48) and covers the profits made by politicians trading tech company options (16:26). Then, Alex Lieberman, Co-Founder & Executive Chairman of Morning Brew, joins to talk about growing a newsletter business (45:34), expanding as a media company (49:51), angel investing (57:19) & more!
#202 – How to Build a Rabid Fan Base with Austin Rief of Morning Brew
Austin Rief (@Austin_Rief) started the newsletter Morning Brew in college when he didn’t care if he made money or mistakes. That freedom in the early days resulted in an authenticity that he credits for their growth. In this episode, I talk to Austin about how he’s using Twitter to grow, what types of customers become brand ambassadors, and so much more.
• Follow Austin on Twitter: https://twitter.com/Austin_Rief
• Get smarter by subscribing to Morning Brew: https://www.morningbrew.com/daily/subscribe
Rapid Response: The trampoline effect, w/ Morning Brew CEO Alex Lieberman
Revenue for Morning Brew's booming email newsletter operation dried up when the pandemic hit, but its audience remained devoted. Morning Brew CEO Alex Lieberman, who started the business with co-founder Austin Rief as undergraduates at the University of Michigan, leaned into the brand's distinctive personality, fueling a sharp rebound. By last fall, they sold a majority interest to Business Insider for a reported $75 million. Lieberman explains the roots of this "trampoline effect," the potential of the creator economy for entrepreneurs, and why an authentic voice is a shortcut to business success.
Read a transcript of this episode at https://mastersofscale.com
Subscribe to the Masters of Scale weekly newsletter at https://mastersofscale.com/subscribe
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
How I Built Resilience: Alex Lieberman and Austin Rief of Morning Brew
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. 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. Alex and Austin talk to Guy about the organic unpaid marketing they relied on in college to build up their readership, and they predict shifts in how we will consume news in the next five years. 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.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.