I built this entire company from an anonymous X account

I’ve been thinking a lot lately about how ridiculous the story behind Wiz of Ecom actually is.

Especially now that I can sit inside our office, look around at the team, and realize basically none of this existed a few years ago.

At 21, I started Wiz of Ecom completely anonymously.

No face, name, or existing audience.

At the time, I had already spent years building ecommerce brands, Shopify apps, SaaS products, and agencies, and I was constantly on X learning from other people doing the same thing.

Back then there was this small group of people we called “Money Twitter.”

People would openly share what was working inside their businesses.

I’d see something around CRO, email, retention, ecommerce, whatever it was, go apply it inside my own business, and sometimes it would literally make us money.

Eventually I thought, why am I only taking from this?

So I made the account and started sharing everything that was working for me too.

That was genuinely the entire strategy.

There was no funnel.

No offer.

No plan to build an agency.

I basically looked at X like a free mastermind where everyone could share what was working and duplicate each other’s strategies.

And somehow it started working REALLY quickly.

People started DMing me for advice.

People were using my posts as their headers.

I started becoming friends with people I had never met before.

Then I closed my first client from X.

Then I launched two info products as a test.

6 figures in year one.

At that point I knew the account was becoming something, but I still had no idea what it would eventually turn into.

Then two founders reached out to me in the same week.

Carl Weische and Dylan Ander. Both basically wanted the same thing.

They wanted help building their personal brands and asked if they could pay me to show them what I was doing.

So I showed them my systems, SOPs, what to post, how I thought about content, all of it.

Within 90 days, Carl closed $300K in deals.

Dylan added over $165K in MRR.

At the time it was basically just me showing them what I knew.

Then we added 10 more clients.

And I started noticing the exact same problem over and over.

These founders were not lacking expertise.

They had years of

- stories.

- client results

- strong opinions

Things they had learned from actually building companies.

They just had no system for turning any of it into distribution.

So this idea became the agency.

The early version worked, but the actual operation was a mess lol.

I was still way too involved in strategy, content, approvals, client delivery, basically everything.

Every time we signed another client, it somehow created more work for me.

We knew how to build personal brands.

We had not figured out how to build them without me being the bottleneck.

Eventually we had to stop operating like glorified freelancers and actually build a company.

We brought in operators.

We started formalizing the systems.

> positioning

> research

> writing

> content formats

> client context

> performance

> distribution

We built SOPs around everything we could.

And that is when the business started feeling completely different.

It wasn’t perfectly up and to the right either.

Last year we went from 25 clients down to 11.

At one point I genuinely wanted to shut the whole thing down.

I was working insane hours, way too involved in everything, and eventually had to admit the problem wasn’t demand.

It was the way I was running the business.

So we rebuilt again.

Better operators. Clear ownership. Better KPIs. Actually understanding our numbers. Better clients.

More systems. More mentorship.

Then it went from 11 clients to 15.

15 to 20.

20 to 25.

Today we run 60+ founder brands across our offers.

We’ve now worked with founders across agencies, SaaS, ecommerce, and info.

Ryan Deiss.

Shane Hummus.

Alex Fedotoff.

Ryan McKenzie.

Adam Robinson.

Oliver Brocato.

Our clients range from founders doing around $1M/year to businesses doing hundreds of millions.

And every account gives us more data on what actually works.

The operation looks completely different now.

A founder can give us roughly 45 minutes a week.

Behind them sits strategy, research, copy, design, distribution, performance analysis, and AI infrastructure.

Their job is to run the business.

Our job is making sure the market knows how good they are.

And the part I still find pretty insane is that all of this started from an anonymous account.

Since then I’ve sold software, affiliate offers, info products, and built an entire agency through the personal brand.

Collectively it’s generated around $10M, with the majority coming through X.

I don’t think I understood the value of any of this when I started.

And eventually all of it compounded into the company I’m sitting inside today.

You have absolutely no idea what a personal brand can compound into when you start.

You just have to actually start.

— Wiz

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