How I Turned My Data Into a Competitive Moat

Almost exactly one year ago, I coded up an app called Hype!.

You need to know a little bit about Hype!, not a lot, for this post to make sense. Hype! is a helper app to shepherd my public content to all the publications where I’m contractually allowed to publish that content. Once the post is finalized and it runs for the publication that paid me to write it, I get to repost it wherever I want a couple weeks later – mainly here at joeprocopio.com, and also Entrepreneurship Handbook at Medium and my own Substack.

I used to repost to LinkedIn too but eff them.

Hype! takes my original draft, still in a Google doc (untouched by any of my brilliant editors), and breaks it down into pieces like title, subtitle, description, keywords, tease, opener – and especially the links within that post – so I can reformat, reuse, and rebuild with those pieces where I need them, the way the pub needs them.

I feel like I have to say this here: Hype! never, ever touches the content itself.

Simple, right? I coded Hype! by hand with Claude Code helping me with syntax, even going so far as to write functions for me. In the end, Hype! turned a 90-to-120-minute complex-thinking post-pub process into a 10-minute push-button no-brainer experience. With far fewer errors.

That was a test. Today, Hype! does a ton of different things. And what’s interesting is Hype! can do a million more better things that have nothing to do with my content.

But it didn’t start that way. Because I built it wrong.