Had never made content.
Now
4.7M
1M
533K
104K followers · major brand deals
Short Form Academy Launch · for founders, info sellers & category creators
By Kallaway
Your first 10 videosin 28 days.
A day-by-day roadmap for launching a premium personal brand. One instruction every morning, two live calls with Kallaway every week, and a community holding you to it. On Day 29, the full Short Form Academy system unlocks.
Launch your personal brand
No contracts · leave whenever · spots hard-capped for 1:1 access
By Kallaway1B+views generated
1M+followers gained
$1M+/yrin revenue
1.1Mavg views · last 150 videos
The most dangerous day in the content game is Day 2. Day 1 is easy... you're motivated, you post something, you tell yourself this time is different. Day 2 is where the questions start. What do I post next? Was that first one even good? Why did my competitor's worse video do 400K?
I've watched thousands of smart people... founders with real businesses, experts with real knowledge... die on Day 2. Not because they lacked talent. Because they woke up without instructions.
So I rebuilt Short Form Academy around the first 28 days. Every morning, you get one instruction: today you do this. Watch this, write this, film this, post this. By Day 29 you have 10 videos published, a working content system, and proof that you're the kind of person who posts. Then the full Academy unlocks and we start playing the real game: turning attention into revenue.
Anyone offering an easy path for this is lying. I'm offering a clear one.
Who this is for
Three lanes. One game.
I. Founders
You run a real company. CAC keeps climbing, paid keeps getting worse, and you've watched founders with worse products build audiences that make ads look expensive. You don't need to become a creator. You need founder-led distribution.
Optimizing for: pipeline
II. Info sellers
Coaches, consultants, course creators with $2K–$30K offers. The work is good; the inbound is unreliable. You know your expertise is in the same league as the people you watch winning... your content just doesn't show it yet.
Optimizing for: qualified inbound
III. Category creators
You have a name in your niche, maybe 50–500K followers, some brand deals. But rented attention has a ceiling and you can feel it. You want authority that compounds and revenue you own.
Optimizing for: owned revenue
Not for —
- Companies running creator pods without a face
- Entertainment creators with no monetization plan
- Anyone who wants a done-for-you content team
- Anyone expecting results without posting
- Sub-$2K offers with no plan to raise the price
The game
Views are the input.
Views are the input.
Leads are the output.
A viral spike with no system.
A million views from the wrong people, then silence. Nothing sticks.
On-target reps that compound.
Positioning locked, one right viewer, data every 10 reps, triple down on winners.
Total virality is not the goal. On-target virality is.
Case studies. from the room.
The goal: cross 10,000.
One month later
780K
431K
74.3K
25.8K followers · goal crushed
2,075 followers after years of posting.
Six weeks later
26.7K
12.1K
7,051
5,557 followers · 2.7x in six weeks
Started a fresh account at zero.
Top three vids
575K
309K
233K
12.9K followers · 21 posts in
18,749 followers at his June check-in, views plateaued.
One month later
110K
78.9K
47.6K
21.4K followers · followed by @hormozi
Teach AI to business owners, on camera.
Result
987K
1.3M
90.2K
18.2K followers · expanded to YouTube
The roadmap: one instruction per day
The 28 days.
I'm doing the thinking. You're doing the reps. Every day for four weeks there is exactly one thing to execute, delivered each morning.
Days 1–7
Week 1: Position.
Pick which of the 5 Content Games you're playing. Define your Ideal Viewer Avatar. Lock your Unique Signature Positioning. Set up the Minimum Viable Studio — all you need is a phone and a window to get started.
Days 8–14
Week 2: Publish.
Pull your first validated ideas with the Idea Mining Sprint. Write your first scripts with the Triple Hook Technique. Film with the Line-by-Line Recording Method. Post videos 1, 2 and 3.
Days 15–21
Week 3: Reps.
Videos 4 through 7. Bring your work to the Tuesday and Thursday calls. Submit questions, watch hot-seat reviews, steal what's working across every niche in the room.
Days 22–28
Week 4: Read the data.
Videos 8, 9 and 10. Run your first Batch Analyzer pass: what's working, what to cut, what to triple down on. Your next 40 videos stop being guesses.
From day 1, every tier includes the community · both weekly live calls · 40% off Sandcastles AI · early access to onefactor.ai
Day 29
Everything unlocks.
On Day 29 the full Short Form Academy system unlocks. This is where we turn momentum into repeatable results.
The full Academy
Every system, lesson, playbook and tool: Social Media 101, How to Win Social Media, Systems, Growth, Monetization, Funnels, AI — and all future updates.
Video review access
Your videos go into live hot-seat review, not just the question queue.
1:1 calls with Kallaway
Your eligibility window begins on Day 29. You earn each call at 30, 70 and 120 videos posted. I audit your batch, rebuild your roadmap, and tell you exactly what to test next.
YouTube for Business Owners ($5,997 value)
The option to add my full long-form program at a massively discounted rate of $3,997.
The 28 days build the habit. The Academy builds the machine.
Post-launch systems
The guesswork, deleted.
After a billion views and thousands of reverse-engineered outliers, I built the Lego Brick Framework. The same five bricks behind every winning video I've published, embedded across six systems:
1
The Positioning System
Validate your positioning before you burn months posting to the wrong audience.
5 Content Games · Ideal Viewer Avatar2
The Ideas System
The difference between 10K and 1M is almost never execution. It's the idea.
6 Idea Pipes · Idea Mining Sprint · 2x3 Method3
The Scriptwriting System
Retention is engineered, not luck.
Triple Hook · Curiosity Loops · Story Structure Library4
The Production System
A video should take 20 minutes to record. If it doesn't, the method is wrong.
Minimum Viable Studio · Line-by-Line Recording5
The Growth System
99% of analytics is noise. Only three key numbers matter.
Triple Metric · Batch Analyzer · Triple Down6
The Scale System
Views in, leads out, on autopilot.
Buyer Activation Flow · $/View Model · 3-Level Hiring
The feedback
Kallaway reviewing your actual videos.
There's a decade of free content strategy on YouTube, including mine. Information is not your bottleneck. What compounds skill is an expert watching your video and telling you exactly what to fix. I do that personally.
I've built two personal brands... one in tech, one in marketing... to over a billion views, a million followers and $1M+ a year in revenue. I also build the tools: Sandcastles AI for scriptwriting, and the systems inside this Academy.
@kallawaymarketing
Two live calls every week
Tue/Thu, 2pm ET. Hot-seat video reviews and open Q&A. I pull up your video, we watch it together, I tell you what to change. Recordings within 24 hours.
1:1 strategy calls
Earned at video milestones — because feedback on 30 real reps beats a strategy chat about zero.
A room of vetted operators
Right now the room holds a dermatologist, a luxury gym designer, a blood-sugar chef, a data-career coach, a B2B sales trainer and a healthtech founder. Nobody here is chasing followers for sport.
What the room is posting
4.7M
Travel gear
Travel gear1.3M
AI systems
AI systems811K
Dermatology
Dermatology780K
Blood-sugar cooking
Blood-sugar cooking575K
Evidence-based fitness
Evidence-based fitness333K
Coaching business
Coaching business297K
Home workouts
Home workouts196K
Content strategy
Content strategy149K
Home & garden
Home & garden144K
Entrepreneurship
Entrepreneurship127K
Nervous system
Nervous system110K
Luxury gym design
Luxury gym design| Joined | Lane | Since joining | Now |
|---|---|---|---|
| Jun 1 | B2B tech sales | 2,075 followers at onboarding — 2.7x in six weeks of reps | 5,557 followers |
| May 9 | Luxury gym design | 18,749 at his June check-in; weekly hot-seats, followed by @hormozi | 21.4K followers |
| Jun 9 | Dermatology | 8,203 TikTok followers at her June check-in, posting through the launch | 9,965 followers |
| Dec 2024 | Travel gear | Had never made content before SFA; top review at 4.7M views | 104K followers |
| Dec 2024 | AI systems | 1.3M and 987K-view TikToks | 18.2K followers |
| Jun 2025 | Content strategy | 196K-view reel | 84.2K followers |
View and follower counts as of July 2026.
No guarantees.
Success in this game is entirely dependent on how hard you push. It typically takes 40–50 reps before skill locks in — that's past Day 28, past the launch, into the real work. Most people quit at rep 25. The compounding kicks in around rep 50. My job is to make sure you get there faster than your competition. Your job is to not stop.
Anyone offering an easy path is lying. This is the clear one.
Pricing
Three ways in. same room, different speed.
Standard
$297
per week
- The 28-day launch roadmap, dripped daily
- Community + both weekly live calls (questions only, no video reviews)
- Day 29: full Academy + video reviews unlocks
- Day 29: 1:1 eligibility window opens
- Day 29: YouTube for Business Owners available for purchase at $3,997 (originally $5,997)
- 40% off Sandcastles AI + early access to onefactor.ai
Premium
$9,997
per year
Most value — saves $5,447 vs weekly
- Everything unlocked on Day 1: full 28-day launch roadmap + full Academy
- YouTube for Business Owners included (originally $5,997)
- Priority queue on every call with access to submit videos for review
- 1:1 window opens immediately — first video counts towards your 30
- 50% off Sandcastles AI + early access to onefactor.ai
Elite
$4,997
per month · 3-month minimum
20% off annual
- Everything in Premium, plus:
- Guaranteed 1:1 with me on Day 1
- Weekly async batch reviews — I go deep on 5–7 of your videos every week
- First-in-queue on every call
- Private Elite Slack with me
| What unlocks when | Standard | Premium | Elite |
|---|---|---|---|
| 28-day roadmap | Dripped daily | Fully unlocked Day 1 | Fully unlocked Day 1 |
| Full Academy — lessons, playbooks, tools | Day 29 | Day 1 | Day 1 |
| YouTube for Business Owners ($5,997 value) | $3,997 · Day 29 | Included · Day 1 | Included · Day 1 |
| 1:1 calls with Kallaway | Eligibility begins Day 29 | Eligibility begins Day 1 | Guaranteed Day 1 |
| Live call queue | Standard (questions only) | Priority (questions + video reviews) | First in queue |
| Weekly async batch reviews | — | — | ✓ |
| Sandcastles AI | 40% off | 50% off | 50% off |
Members have covered a full year of membership with sales from a single video.
No contracts on Standard · leave whenever · if you leave, 12-month rejoin lockout · if checkout is closed, we're at capacity
Two paths
It's Day 29. Which one is you?
You didn't.
One burst of motivation in mid-July. It's August now; the idea is still in your notes app, and your competitor posted 11 more times.
You did.
Ten videos live. You know which hook held and what to triple down on. The full Academy just unlocked, and your 1:1 is on the calendar at video 30.
Questions
Asked directly.
$297 a week is $1,287 a month. Why would I pay that for a course?
You wouldn't — and this isn't one. The curriculum is maybe 20% of it. You're paying for me watching your actual videos every week and telling you what to fix, plus a vetted room doing the same. An agency charges $8–15K a month to make worse content for you. A single in-house content hire runs $8K+ a month. This is the only option where you become the asset.
Why is everything locked until Day 29 on Standard?
Because the sequence is the product. Dumping 60 lessons on you on Day 1 is how every course kills its students — you'd binge for a week and post nothing. One instruction a day gets 10 videos published. If you want everything on Day 1 anyway, that's what Premium and Elite are for.
What if I fall behind?
The drops don't lock. Catch up, keep going, don't quit. The calls run twice a week forever — there's no cohort to fall behind.
What exactly does weekly billing mean?
$297 charged weekly, no contract. Stay while it's valuable, leave whenever. One rule: leave, and you can't rejoin for 12 months. Protects the room.
I've never been on camera.
Good — you have no bad habits to unlearn. Week 1 sets up a studio that's a phone, a window, and a mini-mic. Video 1 will be uncomfortable. Video 10 won't.
How much time does this take?
About an hour a day during the launch. Recording a video shouldn't take more than 20 minutes; if it does, you're using the wrong method — which is the exact thing the system fixes.
Does this work for my niche?
Right now the room holds a dermatologist, a luxury gym designer, a blood-sugar chef, a backpack reviewer and a B2B sales trainer — all posting, all growing. The system is niche-agnostic because psychology is.
What's the difference between Premium and Elite, really?
Premium buys speed — everything unlocked Day 1 for less than eight months of weekly billing. Elite buys my time — a guaranteed 1:1, weekly async reviews of your batches, front of every queue. Premium if you're self-directed. Elite if you want me in your corner weekly.
Refunds?
No contracts on Standard — leaving is the refund. Annual and Elite commitments are what they say. And I do not guarantee results — see the honest part above.
Still deciding? Email kallaway@wavylabs.co
The first instruction arrives
tomorrow morning.Twenty-eight mornings from now you'll have ten videos live and a system that compounds... or another month of scrolling other people's. One of these is reversible.
Start your 28-day launch
Spots hard-capped · if checkout is closed, we're at capacity
Checkout page
Secure your spot
Start your 28-day launch.
Note: this is the first 4 weeks of a recurring subscription. To participate in the launch only, you must cancel before Day 29. You can opt-out at anytime.
Subscribe to Short Form Academy
Membership
$297.00per week
or
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Spots hard-capped · if checkout is closed, we're at capacity
Thank you page
Welcome to SFA
You're in.
Check your email. Day 1 arrives tomorrow morning. Ten videos, twenty-eight days. See you on the calls.