A positioning change is a hard thing to announce. Zapier could say Copilot now ties together a business's systems, teams and workflows, but saying it from the brand's own account proves nothing. It needed demonstrating by people already trusted for their judgement. It also needed to land with two groups who'd read the claim very differently: founders and operators running their own businesses, and GTM leaders in sales, RevOps and marketing who measure tools by pipeline and performance.
Seven Creators, Fourteen Builds: Repositioning Zapier as an AI Orchestration Layer
Zapier wanted proof it's more than automation. They delivered it through seven people actually using the product.
Client
Zapier
Pillars
- Brand Partnership
Zapier connects apps across nearly 8,000 integrations. Copilot, its AI assistant for building and customising Agents in plain language, sits at the centre of the company's shift from automation tool to AI orchestration layer.
The Challenge
The work
Seven creators covered both groups. Alex Lieberman, Anthony Trucks, Cien Solon and Noah Greenberg came from the founder and operator side; Jeff Kirchick, Brandon Redlinger and Mathieu Cognac from GTM. Each ran a two-post LinkedIn series over three months. No scripts, no assigned use cases. Every build came out of a job the creator already had in front of them.
What They Built
Across seven creators and fourteen posts, no two builds looked alike.
- Cien Solon turned one newsletter into ten social drafts, cutting a two-hour weekly job to minutes.
- Mathieu Cognac mapped six manual RevOps workflows, from pipeline health to churn triage, into working agents.
- Noah Greenberg fed sales-call transcripts into a shared daily action-item doc for his team.
- Jeff Kirchick built two: one watching Reddit for buying-intent threads and drafting outreach on the spot, another turning his sales calls into a coaching bot.
- Brandon Redlinger tracked competitor pricing, product and hiring changes into Airtable and Slack.
- Anthony Trucks captured and sorted inbound speaking enquiries as they landed.
- Alex Lieberman ran recruitment research, sourced candidates and had LinkedIn outreach drafted for him to approve and send.
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