Hey there, solopreneur!

Sometimes the biggest business breakthroughs happen in the most unexpected moments.

Yesterday I was walking along the Cyprus coastline with my friend Andreas, watching the sunset paint the Mediterranean sky when it hit me like a ton of bricks.

The positioning of Longevity Maximalist just wasn't sitting right. Something felt... off.

That conversation sparked a complete rethink of my brand strategy, and I spent all morning revamping my entire approach to this project.

Since I've always been transparent with you about my business journey, I wanted to take you behind the scenes of this pivot - sharing my raw, unfiltered thoughts on why I'm completely repositioning this brand.

Because here's the truth most people miss: 90% of marketing problems are actually positioning problems in disguise.

Let me walk you through my thought process...

The problem with Longevity Maximalist

First, let me give you a quick overview of where things stand.

Longevity Maximalist has been going harder than expected. We pumped out a shitload of content (like 1 thread/day) and it felt an uphill battle against the algorithm gods.

Part of it might be because I rebranded my (inactive for 6 months) AI Solopreneur X account to Longevity Maximalist, but still - clearly the content wasn’t resonating.

I've been curating premium wellness and longevity products — basically pointing people toward the absolute best high-end sleep trackers, non-toxic kitchen tools, and supplements on the market.

But something wasn't clicking, and I couldn't figure out WHY.

So I sat down and brutally assessed what wasn't working:

• The faceless turtle logo looks cool (like some ancient cave drawing), but it's hard for people to emotionally connect with it.
  

• It's difficult to build a compelling mission statement around "premium product curation"… even though it provides real value.
  

• Other longevity creators have extreme messaging ("Don't Die" - Bryan Johnson) but that never felt authentic to me.
  

• I'm missing a unique rating system that people associate with the brand.
  

• People keep asking for a central directory of all my recommendations — social media is too scattered, and let's be honest, nobody actually checks their bookmarks.

The whole thing felt... disconnected. Like I was building something that couldn't really scale beyond occasional product recommendations.

I needed to position this in a way that would actually resonate. Not just another faceless account in a sea of wellness influencers.

When I looked at the broader market landscape, something jumped out at me immediately:

Almost every top wellness/longevity influencer out there seems... too perfect.

You know the type I'm talking about:

• 15-step morning routines that start at 4:30 AM

• Every calorie tracked in spreadsheets

• Every second of the day optimized and monitored

• Every bathroom break recorded for "data optimization"

• Everything measured, from sleep cycles to protein intake to HRV scores

And I'm sitting here thinking — who the hell can actually live like this?

Most normal humans can't connect with that level of perfection. It creates this massive disconnect between the audience and the creator.

I realized there's a huge opportunity to humanize this whole process.

To be imperfect.

To share when I mess up (like that pizza I demolished Saturday night, followed by some cookie dough ice cream).

To acknowledge that wellness isn't about being perfect — it's more about being better than you were before.

It's about resonating with people's actual struggles. Because in reality, most people don't need someone who's 50 steps ahead. They need someone who's just 5-10 steps ahead, showing them the next achievable milestone.

But that was just the start of my realization...

When I launched The AI Solopreneur, I didn't just talk about AI (which was already hot).

I went a layer deeper by specifically targeting solopreneurs.

I narrowed down to create a powerful intersection of two trends.

So I asked myself: What's my equivalent move for Longevity Maximalist?

And that's when it hit me...

I'm about to become a father in two months.

And honestly? That's the first time in my life I've really cared about longevity on a deep level.

Something fundamentally shifts in your mind when you realize you're responsible for another human being. When someone else depends on you being alive and well.

It's not just about your health anymore — it's about their health. AND being healthy/vital for them. For decades to come.

At the same time, new fathers need recovery and relaxation more than anyone else. The sleep deprivation. The stress. The complete life restructuring.

The pain and the need for wellness solutions are 100x higher for this group.

This is where I found my niche within a niche: focusing specifically on fathers.

Looking at my audience, it was a no-brainer:

• 85-90% of my audience is already male

• Catering to women means higher risk (pregnancy/breastfeeding warnings on most supplements)

• Based on my newsletter surveys, about 70% of my audience is over 35 or 40 (many already dads)

So this move doesn't exclude a big chunk of my audience — it just makes the targeting razor-sharp specific.

But the most important factor? This aligns perfectly with who I am and my personal story.

In the age of AI-generated everything, authenticity isn't just nice to have — it's your biggest competitive moat.

Before, Longevity Maximalist was this faceless turtle account sharing product recommendations. It worked, but there was nothing stopping someone else from doing the exact same thing.

When I took a step back and thought about it, I realized the answer was staring me in the face:

This brand needs to be connected to ME. To my actual life journey.

I will always be a father. For the rest of my life, that's part of my identity.

So using that as my niche just makes sense. It makes the brand infinitely stronger and harder to replicate.

I literally felt a physical weight lift off my shoulders when this clicked. That horrible stress I felt yesterday about making the brand more specific? Gone in an instant.

It's so much easier to talk about pain points when you're going through the struggle yourself. The content becomes richer, more authentic, more helpful.

Think about it:

• When I'm exhausted from a night of no sleep with the baby, I can share the exact recovery techniques that worked

• When I'm figuring out how to balance fitness with fatherhood, that becomes valuable content

• When I'm researching the healthiest baby products, that's not just for me – it's for all the other dads out there

That's a content goldmine that connects directly to my life. It doesn't get more authentic than that.

So here's the TL;DR of what's happening:

I'm officially changing the brand name to Longevity Dad.

I've already secured the domain (longevitydad.com) and grabbed all the social handles on X, Instagram, TikTok, and YouTube.

The brand will be human, relatable, and personal. Sharing both victories and failures along my journey.

But listen, let's be real here:

This could totally fail.

That's the brutal truth about building online — you throw 100 test balloons into the air and pray that one or two actually stick.

I don't have all the answers. I'll be watching the data like a hawk over the next few weeks to see if this resonates or falls flat.

• Will engagement increase?

• Will more people actually care about my recommendations?

• Will this shift connect with the audience in a meaningful way?

I have no idea.

But I do know this: Building in public is all about rapid iteration. Try something, measure the response, adjust, and try again.

Direction > Speed.

Getting the positioning right matters more than how quickly you execute on the wrong idea.

For me, this rebrand attempt isn't just a marketing decision. It's about creating something that genuinely reflects who I am and the journey I'm on.

3 months from now when I'm holding my child for the first time, I'll have even more conviction about this direction…or I'll have pivoted three more times lol.

That's the reality of this game.

I'm excited to see where this test leads.

Would you follow a brand focused specifically on longevity for dads? Is the product directory something you'd actually use?

Drop a reply and tell me! - you know I read every single message :)

Ole's Bookmarks

I’m bullish on Europe. I don’t care - I’ll happily die as a delusional optimist

Very interesting way to stand out as a creator

One of the hardest things for me is to stick to things I like vs trying out the shiny new thing that excites me.

I’m learning more about body language right now - this podcast has been very insightful

See you next week 🫡 

Ole