X didn’t die. Your strategy did.

I'm staring at my laptop screen, coffee gone cold, watching something I've never seen before.

All my clients. All sizes are showing the same terrifying pattern across the board.

Reach dropping like a rock → Engagement flatlining → Content disappearing into the void.

"Wiz, what the hell is happening?"

You know that scene in every apocalypse movie where the protagonist realizes the world has fundamentally shifted overnight?

That’s what I’ve felt like ever since Elon started changing the algorithm. He nuked the entire foundation of how Twitter works and is testing new features every week.

And 99% of creators have no clue what just happened to them.

Last month, the same strategy that would have generated over 15+ leads from X.

But this month, those old strategies have brought in 2-3 leads.

But we didn't lose anything. In fact, we're doing better than ever.

Why?

Because while everyone else is crying about "dead reach," I’ve been reverse-engineering the new game with my team.

Those 2-3 leads are an easier close, already nurtured and aware of my client’s skill in their industry.

How?

Do you remember when TikTok first launched and everyone said "this will never work"?

Then suddenly your grandmother was doing dance trends at 2 AM?

X just pulled the same move.

They killed the social graph (who you follow) and went full interest graph (what you care about).

The algorithm now thinks like a mind reader.

Here's what I figured out in those sleepless hours:

Rule #1: Keywords Are Your New Best Friend

The algorithm categorizes interests through keywords. Use the right ones, show up on the right feeds. It's that simple.

Rule #2: Followers Don't Matter, Fanatics Do

Better to have 100 people who religiously engage than 10K zombies. The algorithm rewards depth.

Rule #3: Viral ≠ Valuable

Going viral to random people is worthless. Going "viral" to 500 perfect prospects? That should be the goal.

Within hours, I completely restructured our content strategy.

Instead of hoping to reach the most people, we started focusing on having conversations with the relevant people. Instead of broad topics, we went laser-focused on specific problems.

This change is temporary. Next week we might be hit with a new update.

But I can say this much for sure:

X is no longer a social network. It's a discovery engine.

The creators who understand this will show up on the explore the most over the next 12 months.

So the way I see it is, you have two options:

Option 1: Keep doing what you've always done. Post content, pray for reach, blame the algorithm when it doesn't work.

Option 2: Adapt. Learn the new rules. Position yourself to win in the interest economy.

Most people will choose Option 1 because it's easier to complain than change.

But you're not most people, are you?

Start tuning keywords. Start solving specific problems. Start engineering relevance.

Every day you wait is another day your competitors get ahead.

—Wiz

P.S. If you’re ready to build a brand that earns trust at scale, I’ve got two paths for you:

→ Utopia: Learn the frameworks and run it yourself

→ Mogul Media: Let my team do it for you

Just reply to this email and I’ll help you pick the one that fits.