We make founders and execs go viral (with content that also converts).

Personal brands is by far the most sustainable, powerful and cost-efficient way to market you and your projects. But few understand how to build it so they leave it to guesswork, ignore it, or hire some "social media marketer" who also approaches it with guesswork.

Through years of trial and error across niches, we've developed our own content formula to build an audience — while (1) getting insane reach, AND (2) building affinity with followers to create a loyal community of fans, AND (3) convert into your business' offer.

In short: we'll help you conquer LinkedIn, X (formerly Twitter), and YouTube to build a magnetic brand.

One recent case study:

From 1565 followers, no growth in +12 months, under 3000 monthly impressions and no leads from socials;

to over 11,000 followers, over 36,000,000 impressions, dozens of leads for a high-ticket B2B offer, and multiple big profile followers (like Jared Kushner, CMO of HubSpot, CEO of Perplexity, Andrew Wilkinson, + more).

Oh, and done in just under 2 months.

—

Another case study: over 100m impressions and 15k followers on Twitter in under 3 months.

On YouTube: 1k subs in one week + 42k views on the very first video (in a niche niche)

—

Our clientele range from
→ retired founders sharing their lessons from a well-accomplished career
→ founders backed by Y Combinator, a16z and Founders Fund
→ bootstrapped founders with $100m - $1b+ exits and IPOs
→ execs of major public companies

—

Founders, get in touch for more info.

Co-Founder

Binance

Marketing & community management focused on the Nordics region whilst collaborating with the pan-European marketing team, and especially the Benelux and Ireland regions.

i) In charge of all non-transactional communications to the Nordics (+1.5M email list) driving results like +650% WoW increase in user resurrection from a single email and an overall avg. open rate of 39%.
ii) Researched, created, organized with internal & external stakeholders, and presented educational content about crypto, blockchain, web3, investment strategies, AI development and Binance products. 40 livestreams completed with +206,000 views.
iii) Created, executed, and collaborated on local campaigns incl. 7x local campaigns for a The Weeknd partnership
iiii) Co-organized local market events, incl. community events and VIP events for tier-1 influencers and VIP clients from local markets
iiiii) Local market product optimization

I was the local PoC for Nordics Marketing from Sep. '23 until I stopped in Feb' 24.

A brief insight into the startup culture of working at Binance: https://www.binance.com/en/blog/community/heres-what-it-takes-to-succeed-in-the-worlds-largest-crypto-exchange-7298925724198988618

Marketing & Community Management — Nordics

Growing CEOs & founders from SaaS and/or finance's personal brands on LinkedIn & Twitter to amplify their influence. Worked closely with the founders to create weekly content.

Discontinued due to the role at Binance.

Ghostwriter (Twitter & LinkedIn)

Die Hyggelige Danen

Harvard doesn't offer a degree in professional biohazard neutralization. But if they did, I'd be summa cum laude.

While a full-time student, I'd spend Saturday mornings from 7AM scrubbing half-alive toilets, erasing the debauchery of the night/weeks before of the folks staying in the beach houses in Vejers (Denmark). While my sister and I got questioned for being too quick (~40 min per house), we never got a complaint. I must attribute some of that speed coming from the haunted-vibes of a third of the house though.

Beach House Cleaner

LeaLi LTD

Strategy & Marketing Associate

REMA 1000 Danmark

Ungarbejder

I help accomplished founders/executives to conquer X (and beyond). Here's an example:

Before working with me:
→ no leads from social media
→ under 3,000 monthly impressions
→ random guesswork to make appealing content
→ no activity and negative follower growth in over 12 months

After 2 months with me:
→ over 36,000,000 monthly impressions
→ dozens of leads for a high-ticket B2B offer
→ from 1565 followers to 11,172 followers (614% growth)
→ engagement by big profiles (Jared Ksuhner, Andrew Wilkinson, James Altucher, Kipp Bodnar, Tommy Hilfiger — to name a few)
→ over $250,000 worth of reach, if this had been done with paid ads (but we did it for a fraction of the cost, and organically — to leave a lasting effect, as opposed to paid ads)

——

I suppose this section is "about me", so here's a few lines:

Emerging tech enthusiast with a passion for psychology, content creation and a major advocate for intentional living.

My content here:
↳ my experiences and techniques from creating content that organically reach +100M every month
↳ synthesizing the world of AI & automation with a spin of my takes on its impacts on how we live our lives
↳ the intersection of the two above to intentionally design a life—IRL and digitally—rather than fall victim to the algorithms engineered to soullessly keep you hooked

Ever wonder what happened to Dell computers? Dell died as a household name but the business is booming. You think Dell disappeared, but it actually runs your entire life. Here's how:

Every Zoom call you take. Every TikTok you scroll. Every email you send.

It's probably running on Dell infrastructure.

Rewind to 1984, University of Texas.

19-year-old Michael Dell is furious about overpriced IBM computers. So he starts buying PC parts, assembling IBM clones, and selling them from his dorm room.

By the end of his freshman year? $25,000 monthly revenue.
By 1999? Top of the PC market. $25 billion annual sales.
Dell is unstoppable.

Then, curveball—

Michael Dell steps down as CEO, exhausted by daily operations.
Kevin Rollins takes over. And well, everything falls apart:

→ Innovation stagnates
→ Customer service collapses
→ Market share plummets
→ Stock price crashes

Then 2007 happens: iPhone launches.

Suddenly everyone's got a computer in their pocket. Who needs a desktop Dell? Most people think this is where Dell's story ends.

But here's what's fascinating ↓

Michael Dell zigged hard while everyone zagged ;
Everyone went consumer, Dell zagged to infrastructure.

Every app, every stream, every search—it all runs on servers in data centres.
Michael returned as CEO and bet the farm, the 6D Ranch, and probably a handful of Arabian horses too.

2013: Dell goes private.

Michael fires his shareholders because what he's planning is "so radical, so expensive, so risky, Wall Street would lose their minds."

2015: Dell writes a $67 billion check for EMC—among the largest tech acquisitions in history.

The problem?

Dell takes on $50 billion in debt. They had to win massive contracts or die.

No problemo for Michael. That debt became their growth engine:

Amazon needed servers for AWS. Dell won the contract.
Microsoft needed storage for Azure. Dell won it.
Google needed networking equipment. Dell won it.

By 2018, Dell returns to public markets with $80 billion revenue.
Today? Nearly $96 billion annually.

The revelation nobody talks about?

Whilst we all thought Dell was "so 2000s", they just exited the consumer limelight and went under the radar.

Watching Netflix? Powered by Dell servers.
Your cloud storage? Likely Dell infrastructure.
Your video calls? Once again, Dell backbone.

My main takeaways from Dell's overlooked empire:

1) The best acquisitions look insane to everyone except the buyer, often because the biggest opportunities hide during apparent disasters

2) When everyone zigs, zag. In the context of Dell Technologies, from consumer devices to zagging to enterprise infrastructure.

3) When founders step down, companies become committees. Committees only focus on quarterly earnings calls. That's why Michael Dell went private ; because public markets can't stomach founder-level conviction. Going private gives you freedom to make impossible bets.

Follow me, Nicolai Svane, for more about founders, for founders :)

Nicolai Svane Kristensen

Co-founder @ BrandWorks | Bootstrapping A Content Studio To Build The Cursor For Content

Google just made a quiet change that rewrites the rules of SEO and AEO. And most founders missed it entirely.

Google removed the num=100 search parameter.

Before, you could view 100 search results at once.
Now? The default maximum is 10.
This seems minor...

But the cascade effects are massive ↓

𝟭. 𝗧𝗵𝗲 𝗟𝗟𝗠 𝗕𝗹𝗶𝗻𝗱 𝗦𝗽𝗼𝘁

Most large language models—Anthropic, OpenAI, and others—rely directly or indirectly on Google's indexed results alongside their own crawlers.

Overnight, their access to the "long tail" of the internet was cut by 90%.

Content that ranked in positions 11-100?
Essentially invisible to AI systems now.

𝟮. 𝗧𝗵𝗲 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗖𝗿𝗶𝘀𝗶𝘀

According to Search Engine Land, 88% of sites saw a drop in impressions following this change.

Reddit—which frequently ranked in positions 11-100—saw its LLM citations plummet. The stock dropped 15%.

Steve Huffman, Reddit's CEO, explicitly called out "sudden shifts in search engine policies—especially those from Google" as ongoing operational risks.

Translation: Discoverability just became exponentially harder.

𝟯. 𝗧𝗵𝗲 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗧𝗿𝘂𝘁𝗵

This change exposes a reality most engineers ignore:
It's no longer enough to build a great product. You need to crack distribution first.

Because if people can't discover you, they'll never get to evaluate you.

Here's the uncomfortable truth: A mediocre product with great distribution will always beat a great product with mediocre distribution.

Peter Thiel understood this completely ↓

𝟰. 𝗧𝗵𝗶𝗲𝗹'𝘀 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸

"Most businesses get zero distribution channels to work: poor sales rather than bad product is the most common cause of failure. If you can get just one distribution channel to work, you have a great business. If you try for several but don't nail one, you're finished.

Superior sales and distribution by itself can create a monopoly, even with no product differentiation. The converse is not true. No matter how strong your product—even if it easily fits into already established habits and anybody who tries it likes it immediately—you must still support it with a strong distribution plan."

His insight?

Don't diversify distribution channels. Master one completely.

𝟱. 𝗧𝗵𝗲 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆

Google's change is a warning: relying on organic search discovery alone is now a fatal strategy.

Your distribution playbook must include:

1) One dominant channel you completely own
2) Direct relationships with your audience
3) Multiple touchpoints that don't depend on algorithm changes

Without distribution, your product (effectively) doesn't exist.
Because obscurity kills more companies than competition ever will.

↓

Follow me, Nicolai Svane, for more on creative growth hacks and rabbit holes on all things marketing, creativity and the role of emerging tech in all this :)

Reddit Marketing and AEO/SEO

Gstaad Guy built a $10M+ luxury empire, gained 2.7M+ followers, and launched his podcast with tier-1 guests from the start. How? Satirically making fun of billionaires, and mastering the approach of the future:

Distribution first, product second.

I crunched the numbers:
→ 45,000,000+ views in the last 30D
→ 150,000+ podcast streams in the last 30D
→ $6M in sales in the last 365D wouldn't be unreasonable.

Estimating AOV of $580.
• $280 for the bracelet link
• whole point of the bracelet is adding pendants to that bracelet link
• each pendant is $75, so est. 4 items per avg. order
• customers are filthy rich, so dropping $1,000 on this is nothing

Considering his launches like Ounass, a scenario could reaosnably be:

H1 capture:
• 0.18% of shorts → 81,000 sessions/month
• 6% of podcast listens → 9,000 sessions/month
• total 90,000 sessions/month at 2.2% blended CVR for 6 months.

H2 capture:
• 0.09% of shorts → 40,500 sessions/month
• 1.5% of podcast → 2,250 sessions/month
• total 42,750 sessions/month at 1.6% blended CVR for 6 months.

	•	DTC H1: 90,000 x 2.2% x $580 x 6 ≈ $6.89M.
	•	DTC H2: 42,750 x 1.6% x $580 x 6 ≈ $2.38M.
	•	Total: ≈ $9.27M.

That's the numbers — onto the exact playbook:

1. Build patiently

From 2018-2021, Gstaad Guy sold nothing.

Instead, he worked at Apple while crafting Gstaad Guy at night.

Before going all-in, he was perfecting two satirical characters — Constance and Colton — characters that luxury consumers recognized themselves in ;

he was validating the idea.

2. The quality > quantity distribution model

With just 5k followers, he accidentally sold out £3,000 Loro Piana gilets.

How?

His audience was full of billionaires.

While others chase millions of followers, Gstaad Guy built distribution to the exact people luxury brands desperately want but can't reach.

At 160,000 followers, luxury brands started competing for access:
• Loro Piana: 600 limited shoes sold in hours
• Audemars Piguet: Watch ambassador deal
• Beluga Vodka: 6.2M+ campaign views

The twist? He never pitched them.

"I became their ambassador before they asked me to. That's what every brand is looking for now."

3. Products designed for distribution

Only after 3 years did he launch his own products:
• Palais Constance rosé ($33/bottle)
• Poubel jewelry line ($280/bracelet)

Both reference his content universe.
Both sold to his established audience.
Both achieved sellouts.

Why? The products were designed specifically for the distribution channels he'd already built.

What founders can learn from Gstaad Guy: The best way to control your destiny is being distribution-first.

Most founders do this backwards: Create product → Hope to find customers→ Struggle with distribution → Fail

Gstaad Guy's approach: Build quality distribution → Understand audience deeply → Validate product ideas → Monetize carefully → Scale profitably

Follow me, Nicolai Svane, for more founder stories and rabbit holes on all things marketing and creative growth hacks :)

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