[sei]

[the genius filter]

From Dropouts to USC Guest Lecturers

Last week, Jimmy and I had the honor of speaking at the USC Marshall School of Business for their Social Media Strategy course.

Before we walked in, we thought back to why we started in the first place. After years of working in social media, we realized we were helping feed the exact system that was draining our generation's creativity, focus, and sense of meaning.

We didn't just see what was happening to people our age; we felt it. We're part of the generation that's lonelier, more anxious, and more distracted than ever.

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So we made a decision: stop fighting for attention and start reshaping it. We built SEI with one mission: to replace useless content with useful content.

When the professor invited us, we told her we weren't the best social media experts. We were just two builders who took an unconventional path and made plenty of mistakes along the way. She said, "That's even better."

[the talk]

How Did We Get Here?

Over the past few years, we’ve built [sei] from the ground up, figuring it out as we went, helping some of the world’s greatest thought leaders share their wisdom with the world.

That lecture reminded us why we started in the first place:

To prove that purpose, commitment, and enthusiasm can be the ingredients to building something meaningful and sustainable in today's market.

Here were some of the takeaways we shared:

1. The Art of the Pitch

We shared our method for working with people like Jesse Itzler and Scott Galloway.

I mean, how do you get their attention? I’ll tell you right now, it’s not an email.

We talked about some of the wild, unconventional approaches we took to get in the door, and how persistence, creativity, and timing can be the difference between getting ignored and landing your dream client.

2. Skill Stacking Wins

Between us, we’ve touched every corner of social: creative, strategy, production, and community. When we combined those years of experience into a single mission-driven system, [sei] was born.

You can't be the best at everything, but you can learn what you're good at and how to stack your skills into something greater.

3. The Domino Effect

When we started [sei], we made a list: fifty people we wanted to work with.

Our thinking was simple: if we could knock down one big domino, everything else would get easier.

That philosophy hasn’t changed.

Momentum compounds. One opportunity leads to another when you follow through with care and consistency.

We’ve applied that same idea to every part of the business, from content to partnerships.

And it’s something anyone can do:

Find your domino.

The one action, project, or person that, if it falls, makes everything else easier.

4. The Business Misogi

This is the most practical lesson we shared, one that anyone can apply to their work, content, or business.

It’s called the Business Misogi.

Jesse Itzler popularized the idea of a Misogi, a challenge so big it defines your year.

For some, that’s running 100 miles, writing a book, or launching something completely new.

The point is simple: most people don’t even remember what they did two days ago. But one bold move can shape everything that follows.

After working with Jesse for two years, we asked ourselves, “Why not apply that same idea to our business?”

[what's next]

The Genius Series

In 2026, our Business Misogi is the biggest and most exciting project we’ve ever built: The Genius Series.

A premium platform where the world’s greatest thought leaders answer one question:

We’ve already completed three full filming sessions, with two more lined up, and let me tell you, it’s the highest-quality content on social.

We're launching on March 1st, 2026.

To the USC students who showed up with curiosity and energy, thank you.

You reminded us why we started.

And to our community, you’re the reason we keep going.

Here’s to building the next chapter together.

- Andrew + Jimmy