The easiest way to sabotage your content

Over the last 12 months, I’ve reviewed thousands of posts from founders, operators, and creators.

You’re all saying the right things.

You’ve got the frameworks. The hot takes. The content.

But if people scroll past your post without a second thought, what’s the point?

You might try to diagnose this as a “content problem.” But, there was no signal or reason to stop or reason to remember.

Let me break it down:

When your posts look like Google Docs with a logo slapped on, they don’t feel valuable because there’s no visual identity created. The formatting, presence, and design tell someone:

“This post is worth your time.”

“This brand is operating at a higher level.”

“This isn’t just another internet opinion.”

The weaker your visual identity, the poorer your control of the reader’s perception. That’s where you drop the ball because

→ Perception is how you show your ideas are worth something

→ Perception creates a frame of the type of operator people should trust

→ Perception makes your personal brand deserve attention

When we audit high-performing personal brands, one pattern shows up over and over again:

Strong brands are showing up in a way people can’t forget.

Design is what builds that signal.

It’s how people instantly tell whether your content is high-value or low-effort.

It’s how you take up real estate in someone’s mind before they’ve even processed a single word.

But when that layer is off (even by a little), you lose the trust, clarity, and momentum you worked hard to build.

Let me show you two examples:

This post could’ve just been a wall of text.

Another thread about advertising “secrets.” But instead, we turned it into a branded asset that teaches while it sells the person behind the insight, using three design principles that perform well on X:

Branded structure to create clarity.

Each principle is isolated in a box with icons, headers, and a consistent layout, making the information easy to digest even at a glance. There’s no cognitive overload or scrolling through a thread for the read-through. All the information appears in a packaged design on the “For you” feed, breaking the text block visuals formed by surrounding tweets.

Visual hierarchy to channel attention.

Big bold lesson, supporting text and a small visual work together to orchestrate the information to make your eye move exactly how we want it to.

Design transfers perceived value.

It looks like something you'd pay for. So even though it’s free, the audience assigns it value. And when you consistently give value in a premium wrapper, you build trust on autopilot through positioning.

Before we even get into the visuals, the colours and formatting alone form an impression in the viewer’s mind that you’re someone who’s operating at a higher level. Even if they don’t read a word of your content, they walk away associating your account with:

1. High value

2. Experience

3. Credibility

And that happens in less than 3 seconds.

We took a complex, unsexy topic and turned it into content that reads like a founder’s investor memo. This works because:

It’s educational, but high-stakes.

It presents proprietary thinking.

It uses design to mirror trust signals.

Black background, precision layout, clean typography—it looks like something you’d see in a Series A pitch deck. That design language borrows credibility from environments people already trust.

When the visual layer is weak → your authority drops.

When the visual layer is sharp → you gain attention → you gain trust → you gain leverage.

That’s why the right graphic does three things:

1. Makes your idea digestible in 3 seconds or less

2. Brands your insight in a recognizable style

3. Leaves a mental imprint your name can ride for months

This turns an experienced founder into a trusted one, and how you turn followers into fans without posting more or trying harder.

But most people never get to this level because every time they try to delegate design, the work comes back generic, off-brand, or misaligned with the overall content strategy.

And every time that happens, your content velocity dies.

The personal brands winning right now think in full stacks:

→ Strategic ideas

→ Sharpened language

→ Branded visuals that feel like they belong to a real operator

There’s cohesion, and it moulds perception.

That’s why I’ve been building something quietly behind the scenes.

It’s called Content on Demand.

A simple, fast, done-for-you way to turn your rawest ideas into high-performance visuals without breaking a sweat over a design team, running after freelancers, or wasting time figuring it out yourself.

We’re launching it next week.

Just 5 people are getting in first.

If you want early access before the public launch, reply to this email and I’ll send you the details.

—Wiz