“I've posted maybe two or three times how much money I lose in real estate I think people are like yeah thank you for sharing that story we'll frequent people more we'll support people more we like people more we'll spend more if we know their story”

Post your losses, not just your highlight reel

Kagan deliberately posts losses (real estate flops, getting fired from Facebook) and finds audiences reward it. Negatives make a founder relatable, which drives more engagement, frequency, and spend than wins alone. Pair every success thread with a sibling 'what didn't work' thread on the same channel.