Pre launch – Idea Validation
Twitter — threads
Jack posted threads on X about spiritual, esoteric, and breath work topics to test what resonated. He treated X as an 'idea battleground' — posting regularly and watching for traction rather than building anything first.
→ Vortex breath tweet went viral, validating the core app concept
Pre launch – Content Amplification
Short form video instagram tiktok
Winning X posts were turned into short-form video scripts for Instagram Reels and TikTok. They filmed in bulk — 30 to 60 videos in one session — to maintain a consistent posting cadence and generate two months of content at once.
→ Identified winning content formats before app launch; built early audience
Pre launch – Upstream Content
YouTube
Content that performed well on Instagram and TikTok was escalated into longer-form YouTube videos. They moved 'upstream to longer, more impactful formats' only after short-form validation.
→ Expanded reach to YouTube audience with already-proven content
Launch – February 2025
Organic content cross platform
Launched the Coherence app MVP (built with Cursor/AI coding tools, React Native Expo, Supabase) after content had already validated demand. Offered a 3-day free trial on the yearly $40 plan and a $10/month monthly plan.
→ 15,000 downloads and $85,000 in revenue within 8 months
Growth – Viral Reel
Short form video instagram tiktok
In July, Jack posted a short-form video framed as 'Do you want to know something they don't want you to know?' — a polarizing health hook about breath work. He almost didn't post it, filming it four times thinking it was bad. It hit 1 million views the next day.
→ ~8 million views across all platforms; described as the video that 'really changed a lot'
Growth – Paid Amplification
Meta ads
After identifying organically winning content pieces, they put 'spark money' (Meta/Instagram boost spend) behind the top performers to amplify proven content rather than testing cold paid ads.
→ Used to validate willingness to pay and scale reach on already-proven hooks
Growth – Instagram DM Automation
Instagram dm automation
Integrated ManyChat to automate Instagram DM flows, likely triggered by comments on viral Reels to funnel viewers toward the app download or a lead magnet.
→ Mentioned as part of the active marketing stack; specific conversion numbers not stated
Growth – Ongoing Content Operations
Short form video organic instagram tiktok
Hired video editors (~$2,500/month) and a ghostwriter for threads (~$800/month) to scale content output. Jack posts daily as the face of the brand and began exploring influencer partnerships ($1–2k/month).
→ Averaging ~$11,000/month revenue; peak month $22,000; operating at ~50% margin
MRR $11k Users 2.0k users