Ask a founder why they stopped posting and almost nobody says they ran out of time. They say they ran out of things to say.
That is worth taking seriously, because it is almost always false. The founder who says it sat through eleven meetings last week, took three client calls, made a decision they argued about with two people, watched something work that they thought would not, and read a Slack thread where the team split down the middle. Every one of those is a first-hand event with a decision attached, which is the only raw material a good post needs.
So the problem is not supply. It is that Thursday evening arrives, the tab is open, and none of it is in reach.
Count it instead of guessing
We built a calculator for this, deliberately without any AI in it, because the point is the arithmetic rather than a machine's opinion. You give it five numbers about your week and it applies a rule that is printed on the page beside it:
- one moment for every two meetings, rounded down
- one moment per client or customer call
- every hard decision is a moment
- every win or lesson is a moment
- every Slack thread worth a post is a moment
Put a fairly ordinary week through that. Ten meetings, three client calls, two decisions you had to think about, one thing that worked, one thread. That is five meetings-worth, three calls, two decisions, a win and a thread: twelve moments. At three posts a week you need twelve a month.
One week covered the month.
The numbers are not the interesting part. What the count does is settle an argument with yourself. When you believe you have nothing to say, you are not making a claim about your week, you are making a claim about your memory of it, and those are different claims with different fixes.
The order matters more than the count
Not every moment carries a post equally well, so the calculator orders them the way a week should be spent rather than the way it happened.
A decision leads. "We turned down a customer who wanted us to build X" is a post that nobody else in your market can write, because nobody else made the decision. Then a win or a lesson, which is the same shape with the outcome attached. Then something a client actually said on a call, which is the closest a reader gets to hearing from your market directly. Then a thread where the team disagreed, because a real internal argument is more interesting than a settled opinion. Meetings come last, and at half weight, which is why two of them make one moment: most meetings are not events, they are scheduling.
If you post three times a week, you are looking for the top three in that list, not the twelve.
Why the material evaporates
The reason none of this is in reach on Thursday is mechanical. A decision you made on Tuesday was interesting for about four hours. By Thursday it is not forgotten exactly, it is filed as a thing you already dealt with, which is precisely the state in which it stops feeling worth writing about.
That is why the answer is capture, not inspiration. One line in a note at the end of each day about the thing you would tell a peer over coffee, and Thursday stops being a blank page. The founders who post consistently almost all do some version of this, and the ones who do it by hand are not doing anything a tool does better, they are just doing it.
Sonar automates the same step rather than replacing it. You connect a source read-only, it reads the last seven days about once a week, and it keeps the moments: a decision, a win, a lesson, a number. The raw transcript text is thrown away once the moments are out of it, so what is stored is a sentence about what happened rather than a recording of your week.
What to do with the number
Two honest uses.
If the count comes out high and you are posting once a fortnight, the gap is capture, not ideas, and you should fix that before you think about frequency or hooks or the best time to post.
If the count comes out genuinely low, two or three, then a three-a-week cadence is the wrong target for the month you are actually having, and forcing it produces the generic advice posts that make a feed indistinguishable from everyone else's. Pick the number you can hold in a bad month rather than a good one.
Count the posts in your week takes about a minute, needs no account, and nothing you type leaves your browser.