How Coherence grows

A short health video framed in a polarizing way, opening with 'Do you want to know something that they don't want you to know?' ('they' left ambiguous, implying forces keeping you sick). Nick almost reshot it three times because he thought it was bad. After it took off it was turned into a recurring series.

Use X as an 'idea battleground': post many ideas as text. When a post gets traction, treat it as validated and turn it into an Instagram short-form script, posting on Instagram and TikTok. If the short video does well, make it into a YouTube video. Move 'upstream' to longer, more impactful formats only with proven ideas.

Before building anything, both founders posted content on topics that genuinely excited them (Jack: threads on spiritual/esoteric topics; Nick: breathwork). They watched which ideas went viral. Jack's tweet about the 'vortex breath' went super viral overnight, which became the idea for the app; they then built the MVP with Cursor in a few weeks and launched February 2025. 'We basically reverse engineered the content into the app.'

Nick's playbook: pick a painful niche and make lots of content about it; batch content ideas weekly; film in bulk, 30-60 videos in a session ('hook, film, done, another one'), giving about two months of content; see which pieces work; then 'outmarket everyone': make as many Reels as possible, hire clippers if you can. As bootstrapped founders, Nick is the face and posts 'like a madman every single day'. Planned next step: put Spark and Meta ad money behind the winning organic videos to test willingness to pay.

Subscription with two plans: yearly at $40 with a 3-day free trial, and monthly at $10 billed immediately with no trial.

Largest cost line is about $2.5K/month on video editors, 'pretty core to the organic content model'. A ghostwriter helps write X threads for $800/month. A virtual assistant handles admin for $500/month. Total costs $5-6K/month.

Beginning to work with influencers, spending about $1-2K/month on partnerships. No details on terms or creators.