My Story
Introduction
The American sociologist Erving Goffman had a theory that we, as humans, have two sides to our personality: a "front-stage" and a "back-stage."
Our front-stage is the version of ourselves that we carefully curate for the outside world. It’s the face we put on when we step into a room full of strangers.
It’s not necessarily fake - but it’s controlled.
Our back-stage, however, is who we are when the curtains are down.
The unfiltered version. The one we only show to those we truly trust.
The side of me you’ve seen so far has been my front-stage. But here, I want to take you backstage - to the raw, real, and unpolished version of my journey.
The beginning
My name is Sebastian, and I grew up in a small town in Denmark. Life there was predictable - almost too predictable.
The kind of place where everyone knows everyone and where everyone follows the same paths in life.
And while there’s nothing wrong with that, I always knew I wanted something different.
When I was 16, I met Emil — my now-business partner.
We were in the same school, and from the moment we started talking, we realized we were "wired" the same way.
We both wanted something different from the others. We wanted to build something ourselves.
So already back then, we started our first business.
Sunglasses?
Our first business was selling trendy sunglasses.
Yes I know, pretty random
Neither of us had any experience, but that didn’t stop us.
Find a supplier, build a website, run some ads, and sell - sounds pretty simple, right?
We threw ourselves into it, figuring things out as we went along.
And to our surprise — it worked (kinda).
Not in a we-made-millions kind of way, but in a holy sht, people are actually buying from us, kind of way.
It was our first taste of success, and it gave us something far more valuable than money:
belief.
Belief that we weren’t crazy for thinking we could build something bigger than ourselves.
But as time went on, we started feeling disconnected from the business.
Selling cheap sunglasses from China wasn’t fun and very fulfilling. Sure, we were making a bit of money, but we weren’t making a difference.
We wanted to build something with real impact, something that actually helped people and most importantly - something that was fun.
So, we shut it down.
That was a tough decision. It felt like admitting failure. But looking back, it was the best decision we could've made.
But what now?
Not long after shutting down our sunglasses business, Emil and I started the business we run today.
This time, we wanted to create something meaningful — something that actually helped people, not just filled up warehouses with cheap products.
And then we saw an opportunity…
We knew the online education space was growing fast.
Many from our network were in it, and we were buying courses ourselves back then to learn so it made sense.
More and more people were looking for ways to learn new skills outside of traditional education.
At the same time, we saw experts in different industries struggling to monetize their knowledge - or not even doing it at all.
And we found out that this is
the place to be…
We started helping experts turn their
knowledge into profitable online courses and coaching programs.
Instead of trading their time for money, we help them create digital products that can be scaled indefinitely.
And now we're no longer selling physical products that people would forget about in a month.
We are helping people transform their businesses, their careers, and their lives.
My name is Sebastian, and I grew up in a small town in Denmark. Life there was predictable - almost too predictable.
The kind of place where everyone knows everyone and where everyone follows the same paths in life.
And while there’s nothing wrong with that, I always knew I wanted something different.
When I was 16, I met Emil — my now-business partner.
We were in the same school, and from the moment we started talking, we realized we were "wired" the same way.
We both wanted something different from the others. We wanted to build something ourselves.
So already back then, we started our first business.
The beginning
Sunglasses?
Our first business was selling trendy sunglasses.
Yes I know, pretty random
Neither of us had any experience, but that didn’t stop us.
Find a supplier, build a website, run some ads, and sell - sounds pretty simple, right?
We threw ourselves into it, figuring things out as we went along.
And to our surprise — it worked (kinda).
Not in a we-made-millions kind of way, but in a holy sht, people are actually buying from us, kind of way.
It was our first taste of success, and it gave us something far more valuable than money:
belief.
Belief that we weren’t crazy for thinking we could build something bigger than ourselves.
But as time went on, we started feeling disconnected from the business.
Selling cheap sunglasses from China wasn’t fun and very fulfilling. Sure, we were making money, but we weren’t making a difference.
We wanted to build something with real impact, something that actually helped people and most importantly - something that was fun.
So, we shut it down.
That was a tough decision. It felt like admitting failure. But looking back, it was the best decision we could've made.
Not long after shutting down our sunglasses business, Emil and I started the business we run today.
This time, we wanted to create something meaningful — something that actually helped people, not just filled up warehouses with cheap products.
And then we saw an opportunity…
But what now?
We knew the online education space was growing fast.
Many from our network were in it, and we were buying courses ourselves back then to learn so it made sense.
More and more people were looking for ways to learn new skills outside of traditional education.
At the same time, we saw experts in different industries struggling to monetize their knowledge - or not even doing it at all.
And we found out that this is
the place to be…
We started helping experts turn their
knowledge into profitable online courses and coaching programs.
Instead of trading their time for money, we help them create digital products that can be scaled indefinitely.
And now we're no longer selling physical products that people would forget about in a month.
We are helping people transform their businesses, their careers, and their lives.