I couldn't keep writing.
So I built seven agents to do it for me.

A founder's content dilemma.

Running Chiblu. Running DWB. Shipping side projects on weekends. And trying to share what I'd learned along the way. Writing was what connected all of it - and the first thing to slip when the week got tight.

Three options I actually had:

• Hire a content team - not at that stage for that
• Stop writing - disappear from the conversation
• Build a team in software - here we are

The third one. What follows is the team I built.

Seven roles. Zero hires.

Every agent below is a role I'd hire if I could. Together they run the content ops I don't have time to run myself.

• Scout the research intern. Monitors HN, Reddit, Dev.to. Filtered by the uber-goal keywords I set in Settings.
• Writer the ghostwriter. Drafts in my voice using my brand-voice setting, my voice examples, and my own approved drafts. Writes for X and LinkedIn separately.
• Editor the content editor. Tightens, trims clichés, catches claims that need evidence.
• Messenger the inbox. Runs the Telegram bot. Pings me when there's something to approve. Handles what I reply.
• Publisher the social manager. Cross-posts to X + LinkedIn. Chains threads. Writes long-form LinkedIn. Uses branded image cards.
• Analyst the analytics intern. Reports what won, what died, what to double down on.
• SEO the web manager. Audits my site, proposes HTML edits, commits them to GitHub when I tap ✓ on Telegram.

Each agent stores its own context. Scout remembers which kinds of sources I approve. Writer remembers what I've greenlit. SEO reads my site's voice. The team gets smarter the more I use it.

Where the machine lives.

Most interactions happen on Telegram - that's the next section. But the desktop dashboard is where the machine's operating state is visible when I need to check the pulse. Four screens, each answering one question.

Agents - is the team working?

One row per agent. A green pulse means running. Idle means waiting. Paused means I paused it for an hour, six hours, a day, or a week. The ⋮ menu opens pause options; ✕ clears stuck state.

Flow - the editorial desk.

Each pill is a piece of content in motion. Columns are stages - Scouted → Drafting → Review → Approved → Posted. Amber pills are things waiting on me. Green pills are things that went live.

Approval - one card per draft.

This card is what arrives in Telegram when there's something to look at. It also lives here, in the browser. X and LinkedIn tabs preview each platform's version. ✎ Edit opens a textarea. ✨ Tweak with AI offers five presets - Shorter / More casual / Lead with number / First person / Stronger hook - or a free-text prompt.

Connections - BYOK for every channel.

Every channel uses your own account. X, LinkedIn, Telegram, GitHub - all connected with your own keys. Saving a Telegram token auto-registers the bot webhook; the whole thing works within seconds.

None of this is where the work actually happens, though. That's on my phone.

Where the work actually happens.

The dashboard is for checking on things. The phone is where the thing actually runs. Every approval lives here. Every draft arrives here. Every "did it post?" answers here.

The approval round-trip.

Writer finishes a draft. Messenger pings me with the preview and an inline keyboard. I tap ✓ Approve. Publisher cross-posts to X and LinkedIn. Analyst starts the 24-hour metrics watch. Total time from ping to posted: under a minute, usually done while walking somewhere.

Texting ideas.

Any text I send the bot can become a post, without opening the dashboard. Prefix shortcuts route the message: TWEET:, THREAD:, BLOG:, SYNTH:, IDEA:, PROMOTE:, DRAFT:. Or I just send a thought and the bot asks what to do with it. Writer drafts. Editor polishes. The result comes back as another approval card.

This is the actual interface of the product. The dashboard exists to tell me what happened. The phone is where I make it happen.

The output.

Seven agents, one person, one voice. This is what comes out the other end - on X, on LinkedIn, and (meta-recursively) on my website.

Image cards.

Publisher generates a branded image card alongside most posts - five kinds (stat, quote, milestone, lesson, poster). Each kind has its own canvas and layout. Four recent ones:

Posts published

47

Last 30 days

"

Legibility is the trust protocol. Show your work.

- PS

1K+

Subscribers on the DWB newsletter

DWB

Designers who build.

designerswhobuild.in →

Long-form + chained threads.

Publisher formats multi-post threads for X and long-form posts for LinkedIn - hook placement, line breaks, the whole structure. When Writer produces a piece longer than a tweet, Publisher decides: thread, long-form, or both. Usually both.

The meta twist - SEO edits my own website.

The SEO agent audits pradeepsiddappa.com, proposes HTML edits, and when I tap ✓ on Telegram, commits them to GitHub directly. The same repo that hosts the case study you're reading. The machine maintains its own storefront.

The system learned me because I used it.

None of this was designed upfront. But three things happened on their own, once I'd been using it long enough.

Writer got closer to my voice. Every approved draft became a voice example. Every Tweak fed the prompt. After three weeks, Writer was producing drafts I'd approve without edits about half the time. After three months, it stopped asking me "too formal?" and started making that call itself.

Scout stopped surfacing noise. I started with a wide net - HN, Reddit, Dev.to. My thumbs-up/thumbs-down became training data. The net narrowed on its own. Most days now Scout surfaces three or four items, and I write about one.

SEO figured out my cadence. Early proposals felt generic - meta description fixes, alt text additions. Over time, SEO started proposing edits that sounded like me: rewording hero sections, catching casing drift, even pruning words I'd stopped using. It reads my approved drafts, too.

The team got better because I kept using it. Not because I trained it. Use is the training.

Four things that held up.

Some judgments stay right through every rewrite. These are the four I kept coming back to.