Your best-performing post might be your biggest mistake

Every week a new account pops up that goes viral on X and it proves a dangerous point.

Creators, business-owners, founders say something HOT and unpredictable and just like that like after like pours in, people start to retweet but when you start reading through the replies…

It’s a circus.

They’ve got engagement…but there’s no depth to it because the audience has no clarity on the value proposition of the OP’s account and even if they do, they don’t trust it enough to think about buying what they sell.

And that’s the problem I see more and more founders fall into:

They mistake reach with relevance.

They see a post go viral and think, “This is it. I’ve made it.”

But virality with poor positioning is a vanity metric.

What happens next?

→ The inbox fills with the wrong people.

→ Leads don’t convert because the offer isn’t clear.

→ Your name spreads, but the narrative around it is hollow.

It’s a lot like “Chewbacca Mask Mom” from Facebook a few years ago.

If you don’t remember, she posted a video of herself wearing a toy Chewbacca mask in a Target parking lot. It exploded. Tens of millions of views. Media appearances. Talk shows. Interviews.

But what came next?

Nothing.

Because the virality wasn’t tied to a product, a mission, or a message. It was a moment.

And this is exactly what’s happening to founders online week after week

They say something clever, something spicy, something wildly quotable. It gets picked up by the algorithm, and they ride that temporary dopamine wave. But there’s no foundation behind it.

And I've been in that same boat. Throughout 2020-2022, I was creating content that had little to do with my overall strategy and more to do with vanity metrics.

I’ve written content that exploded with engagement. But the right people didn’t care because I wasn’t speaking to them.

And when you’re building a personal brand that’s meant to grow your business, this kind of mistake costs you time, trust, and traction.

You want someone to read your post and be able to say:

“Damn…this person gets it. I need to work with them.”

And that kind of reaction doesn’t come from hooks or engagement-baited posts. It comes from high-value positioning, structure and intentional strategy.

And it’s exactly what we’ve engineered for 300+ operators, consultants, and agency owners inside Utopia.

If you want to build a personal brand that creates trust on autopilot, that attracts the right audience, and that makes you the obvious choice…

Reply to this email.

— Wiz

P.S. If you want to build a personal brand that earns trust at scale, I have 2 ways to help:

→ Utopia: Master personal brand positioning & growth systems

→ Mogul Media DFY: Let us run your entire content machine and make you the micro-authority in your space