Content playbook · the strategy behind the reels

What to make, who it's for,
and why it works.

This is the layer above the scripts. Everyone's building AI startups. I use AI to buy and roll up the businesses that already print cash — and give away exactly how, because we make our money investing in those businesses, not selling a course.

$1B+ transactions — operator, investor, advisor Sold Rollups.com to Naval Ravikant's company 20 years a business owner

Who I am — the honest version

This is the raw material every video pulls from. Not a bio. The actual why.

I want to give business owners as much value as they'd pay $50k to some AI agency for — because we invest in those businesses. I'll just show you what we do.

I've been a business owner for twenty years. I worked on more than a billion dollars of business transactions as an operator, investor and advisor. I sold Rollups.com to Naval Ravikant's company. I own Acquisitions.com — I had the option to buy Acquisition.com for $70k and passed, figured who'd be crazy enough to buy it when Acquisitions.com already exists.

The proof story

10 HVAC companies → $50M exit

We rolled up ten HVAC companies, grew it to $5M EBITDA, sold for $50M. Everyone got 2–3× what they'd have made on their own. I earned around $10M from that deal — and try to do three or four like it a year.

The model

Vista Equity, but for boring businesses + AI

We serve thousands of small businesses with their full operating system — leads, sales, ops — so they do the work they're good at. Then we partner, invest, and roll up the ones we like and trust, and exit as a group.

The why underneath

It's not about being popular

My parents divorced over money. I'm building this so that never happens to the family I want — and to show my mom business is possible, and one day buy her dream house in Tel Aviv.

What I'll own that's true

The failures too

A failed IPO attempt. Seven investments that never paid a dividend. A crypto loss. I'm ADD — too restless to run one business, so I got involved in many and hired COOs. Specific numbers, specific losses. That's credibility.

The category nobody else owns

"Acquisitions — with an S." Codie owns "buy boring businesses." I own the layer above it: buy them, install AI, roll them up, exit as a group. The AI-powered rollup. I started before the current wave and I have the sell-side and the AI layer most of them don't.

Who I'm actually talking to

Talk to one person, like a friend you want to see win. Broke-people language attracts broke people — so this is written up, not down.

Organic — the real target

Business owners who think big

Stuck at $1–3M, 10–20% margins, taking home $50–200k after tax, reinvesting the rest and ending with nothing. $1–2M is the hardest stage in business. You don't get rich there — you get rich by going bigger: acquisitions, a rollup, or agents. That's who I speak to.

Ads — wider net

First-time buyers & B2C

People who want to quit the job and buy their first business. They're fine to get in front of on paid — they feed the workshop. But the long game is the owner. Organic stays owner-only; ads can go wider.

The frustration I'm speaking into

The answer I keep pointing at — three levers

LeverWhat it replaces
Deal flowGrinding for organic growth that never compounds
CapitalThinking you need to be rich, or giving up control to raise it
AgentsHiring a department, staying stuck in sales/marketing/SOPs

Upgrade from doing just sales, marketing and SOPs — to owning the thing AI runs for you.

The vibe — because people follow energy, not information

Information is abundant. Vibe isn't. Brand is the pairing of two things — pick what I get associated with.

Live like a pensioner while internally still ambitious. Building and growing wealth — quietly, while it looks like a holiday.
Associate me with

Freedom · chill · a friend you'd hang with

Beach, coffee shop, travel, good food, family. Working out, health, spirituality, God. A tech expert who lets his AI agents do the work and takes life lightly — laughs at it, doesn't grind for grinding's sake.

Talk to the person who is

Driven but knows life's a party

Dreams big. Serious about giving and growing, light about everything else. Believes in something bigger than himself. Into the grind but remembers the point is to play and enjoy. Not cheap, not negative, not too serious.

The rules I write to

The formats — what to make, by funnel stage

Every video is one of these. Each names the principle, the recipe, and which existing scripts it covers. This is the map; the scripts are the territory.

01
TOF · reach & identity

Personal + Vision Content

"Show who you are and where you're going. When your ambition is bigger than theirs, they want to be part of your mission."
  • Origin & the why — 20 years, the failed IPO, the mom's-house reason. Obstacles, not a highlight reel.
  • Future vision — the AI-powered rollup, Vista-Equity-for-boring-businesses, the mascot franchise idea.
  • Faith & values — how a God lesson connects to business, acquisitions and freedom. Nobody else in this lane touches it — that's the moat.
  • Aspirational lifestyle — beach, coffee shop, freedom. Make them want the movement, not just a product.
  • Document results in real time — don't LARP. Show the actual model working.
Scripts we have: the four you recorded — TOF1 TOF2 TOF3 TOF4. Gap: we have zero pure origin/vision scripts. This is the one lane with no script yet.
02
MOF · authority & belief

System Breakdowns & Tutorials

"Show them what a $50k AI agency charges for — for free. One board walkthrough builds more trust than 100 reels."
  • Full walkthroughs with the Miro board — the buy side and the growth side. Systematic thinking reads as authority.
  • Real screen recordings — the CIM, the analysis, the LOI, the KPI dashboard, the agent org chart. Real artifacts, no theory.
  • Preface the value: "This is what we do for the businesses we invest in. Here it is, free."
  • End with the free asset — the ASSETS keyword, the templates, the prompts, the scripts.
  • Give away the secrets, sell the implementation. Anyone who steals it was never going to buy anyway.
Scripts we have: MOF1MOF5 — buy your competitor, everything it takes, the memorandum doc, four ways to fund it, the first-90-days install.
03
BOF · proof & conversion

Client Interviews

"Don't tell them you're good. Let your client say it. This kills 'I need to think about it' better than anything."
  • Lead with how it feels — emotion before numbers. "I finally felt like I had a real system" lands harder than "$50M."
  • In-person over Zoom where you can — the visual authority multiplies.
  • Capture at the moment of the win — not three months later when the energy's gone.
  • Show your genuine reaction — the voice note celebrating their close. When people see you actually care, it converts.
  • Cover multiple sectors — kills every "won't work for my niche."
Scripts we have: BOF1BOF6 — one client each: Brandon, Tyler, Leo, Miriam, Jared, Robert. Each needs the real clip pulled from acquisitions.com/#impact.
04
BOF · relatable transformation

Case Study Breakdowns (A → B)

"The starting point must match where your viewer is right now. The ending point must be their exact desired outcome."
  • Starting point must be relatable — "stuck at $2M, 15% margins, taking home nothing after tax."
  • Ending point is their exact dream — "sold as part of a rollup for 3× what it was worth alone."
  • 3–5 steps max. Linear, clear, immediately actionable.
  • Cover multiple verticals — HVAC, clinics, home services. Kills "won't work for my business."
  • Track each one — know which video generated which booked call.
Scripts we have: the deal-story angle inside BOF1 (Brandon, 3 years → $22M) and the board's own valuation curve. Gap: no dedicated A→B script yet — worth building 2–3.
05
BOF/MOF · the AI reveal

"I Built This With AI" — Dashboard & Agent Reveals

"The screen recording is the proof. A dark, calm talking-head over a real dashboard reveal already goes viral in the AI space — and it's exactly our operating-system pitch."
  • The KPI dashboard — "I used AI to build the thing that runs my whole business. Zero coding. Here it is."
  • The agent org chart — 28 agents doing the work of a department. One you can talk to and trust.
  • The AI reception / follow-up — the phone answered at 9pm on a Sunday.
  • Format: calm, couch, dark mode. Let the screen carry it. End on the keyword.
Scripts we have: the AI thread now runs through MOF5 and TOF2. Needs: real screen-recordings — the dashboard, the org chart, the audit tool. That footage is the format.
06
AD · paid

The Guru Callout

"Some of that content is genuinely good. That's not the problem. The problem is a course sells you information — and information needs time you don't have."
  • Defection hook + logos — the montage does the calling out; your voice stays clean.
  • A precise time contract — "give me forty-seven seconds," never a round number.
  • The fair fight — concede they're good, attack one undefendable axis: time.
  • Close is a test, not a sale — take it free, go try it, that's the proof.
Script we have: AD1 — "Why I tell people not to buy the $2,000 course."

The scripts, by stage

The full library with line-by-line editor instructions lives on /scripts and /editor. This is the index.

Top of funnel — recorded, locked

TOF1How private equity buys businesses with 10% downThe full process — deal criteria, three ways, the money98s
TOF2If you own a business, buy your competitorThe whole machine — buy side + AI + rollup, one video98s
TOF3How to find businesses for sale before they hit the marketThe pre-market broker relationship play78s
TOF4You don't need to be a millionaire to buy a million-dollar business10/10/80 + OPM + accredited investors87s

Middle of funnel — record next

MOF1Buy your competitor — not a business you've never runOwner buys competitor / first-timer buys what they know55s
MOF2Everything it actually takes to buy one businessThe nine jobs — deal flow to chasing64s
MOF3The memorandum doc a broker sends is a sales documentThe 8 questions, number 8, 3× really being 4.5×64s
MOF4Four ways to fund a business purchaseStructure, POF, pre-qual, the investor room61s
MOF5Just bought a business? Don't change anything for two weeksThe 90-day AI install order67s

Bottom of funnel — one client each

BOF1Brandon waited 3 years. Now runs a $22M businessFor the buyer who's been looking too long51s
BOF2Tyler's bought ten companiesNobody stops at one48s
BOF3Leo owns over ten laundromatsBoring businesses, rollup maths49s
BOF4Miriam bought two marketing agenciesThis isn't just for the guys51s
BOF5Jared bought an $8M landscaping company with OPMNone of his own money48s
BOF6Robert drove the truck. Now owns the companyYour experience is the qualification50s

Paid ad

AD1Why I tell people not to buy the $2,000 courseThe guru callout, built on Perspective's structure~3m
Companion page

The earlier "Organic Vids for Reels" build — two viral formats decoded frame-by-frame plus sourced reference videos — is live at organic-vids.acquisitions-com.workers.dev. That page is the format research; this page is the strategy and the script index. They're companions.

The two gaps, and the one production step
  • No origin/vision script yet (Format 01) — the highest-reach lane, and the most "you." Worth writing 2–3.
  • No dedicated A→B case study script (Format 04) — the deal stories are strong; give them their own format.
  • Format 05 needs real screen-recordings — the dashboard, the org chart, the audit tool, the CIM analysis. That footage is the proof the whole format runs on. It's the single most credible, most underused asset — and it's yours to capture.