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Don't play nice

14,444 people trained

ChatGPTClaude

Your best lines start with
‘okay, hear me out’

Everyone tells you to find topics. You already have them - buried in your own words. Give me one conversation, and I'll prove you have something worth writing about.

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Works with any AI, in any language One-time purchase · No tech skills needed

@piotrgietattooer

tattoo artist

This opened my eyes. My tattoo style reflects who I am - my sensitivity, my aesthetic. I even framed this line: "You discover your personal brand within yourself."

@malarastory

artist

This became one of my favorite things to read. I genuinely enjoyed it. The content was clear, easy to follow, and made sense. Simple, human, and to the point. Relaxed, too. My kind of vibe.

@dotiklewicz

cognitive mentor

This was brilliant. It didn't repeat the usual formulas. A real game changer: fresh thinking backed by real expertise - a powerful combination.

@madaceramics

handmade ceramics

It made me think, inspired me, and stirred real emotion. I smiled, felt a lump in my throat, and stopped to think. Warm, generous communication with no posturing or marketing nonsense. The examples from life and business were valuable, too. Thank you!

@twojem_studio

interior architect

Thoughtful, enjoyable, and so well written. It felt like a real conversation, not something canned. The kind of content you read all the way through without skimming.

@tomek.zak

photographer

This was phenomenal. Every part was clear, practical, and immediately useful on my website. I saved everything and still come back to it. 10/10!

@kajagorecka.studio

interior designer

This gave me courage. I usually lose interest quickly, but I stayed with every part. I'm creating a new way of working with clients - on my terms, with something in it for both sides. The structure and personal examples were great, too.

@marcin_baranowski

forest bathing

You feel the authenticity and honesty immediately. Real commitment, real value, and a clear direction without clowning around or promises like ‘100K in three months.’ No nonsense - and that genuinely resonates.

@oczki_fotografia

photographer

Excellent - one of the few I finished. The advice is so accurate. Every time I read it, I think: damn, this is exactly how it should be done. Thank you :)

@kingabugajska

product development

Part process, part conversation. It sparks a lot of reflection. I went back to every part several times. Honest, human, grounded in experience, and written in language that sounds natural. You can tell the people behind it are genuinely present - they even reply when you reach out.

@bobair_

dancer and architect

I liked that it gave me room to breathe. I never felt overwhelmed and actually looked forward to the next part. Relaxed but practical, full of examples and comparisons that gave me a wider perspective. It felt like talking with friends.

@krzysztofkurtykadesign

interior visualizer

Two things hit me hardest: 1) Don't cling to a client who haggles over every penny. 2) Don't try to serve everyone - choose one thing and do it well.

@kobidoup_by_ela

entrepreneur

It made me breathe a sigh of relief: I don't HAVE TO - I GET TO. It helped me remove a service I'd felt wrong about for a long time but thought I was supposed to offer. Now the "supposed to" is gone.

@introvert_life_art

illustrator

You have a brilliant way of making things that seem impossible to a beginner feel simple.

@julistrad

interior architect

Just a few exchanges gave me an enormous amount of support and motivation, and I'm deeply grateful for it. You're doing excellent work!

@szimibility

massage therapist

I took notes. That is the best proof it was both interesting and useful.

@trenerka.rozkwitu

entrepreneur

Practical ideas that broadened my perspective. Great communication. Engaging content.

14,444 people trained

How this AI works

I (Don't) Know What to Write About

You apologize for going off on tangents. That's where the good stuff is

At the keyboard, you stiffen up. You polish, overexplain, hold back. Say it out loud and it comes out sharper and smarter - it just never gets written down.

You don't lack ideas. You lack a witness

Every day, you say things worth turning into posts - to clients, to AI, to yourself. No one captures them, so they disappear.

You can't see it because you're good at it

After years of repetition, the answer arrives fully formed. You don't notice the steps because you no longer think about them. That is why so much of what you know feels obvious.

Four passes through one transcript

  • Metaphors you reach for without thinking
  • Lines where you tear into your own industry
  • Rules you've never explained to anyone - so you're still doing everything yourself
  • Things you let slip without meaning to

Choose one thread. Walk away with a series

One transcript can reveal dozens of threads. Pick the one that intrigues you most, and I'll turn it into five connected posts - all drawn from your words.

A different way to use AI

Don't play nice

AI is the world's best marksman. It hits exactly where you point it, but it can't choose the target.

Give it no target and it'll aim at the first thing it sees, then fire with total confidence. It sounds like it knows what it's aiming at. It doesn't.

Each assistant has one target and one job. Need another? Pick another. Nothing gets added automatically.

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Is this for you?

WE ALL USE AI THE WRONG WAY. AND THEN WE SAY IT'S DUMB AND DOESN'T WORK

We use AI like a pen, not like a brain

We type "fix this" and complain about the results. We ask trivial questions and get trivial answers. And then we wonder why it doesn't work.

We mistake polish for substance

AI answers can look polished, but experts see straight through them. You need help that improves the thinking, not just the wording.

We chase prompts, not systems

We hunt for a "magic prompt" that will solve everything. But no single prompt can replace a system that learns how you think.

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ATTACK OF THE CLONES

For a long time, I looked for someone
who could meet my expectations and create
a solid visual system that captured
the personality of my brand.
Every time, I hit a wall.

I kept explaining that branding
wasn't graphics with bits of photography.
It was photography with bits of graphics.

I wanted candid photos - no stick-up-the-ass poses. What I got were the same templates everyone used, screaming "I'm cheap and pushy."

I felt like just another clone in a parade of identical brands.

Then it hit me: brands spend billions trying to act human. People spend every last penny trying to act like brands.

That is absurd. In personal branding, my face is the cover. My body is the brand.

I don't choose friends for their logo. I choose people I can say something stupid around - and nothing happens.

If you feel that way around me, I already have a brand. The rest is decoration.

For the past five years, I've been developing a simple method for building your brand.

Anyone can learn it - without hiring expensive experts.

IF THESE PROBLEMS SOUND FAMILIAR, THE SOLUTION IS SURPRISINGLY SIMPLE

Mateusz Szufel

What can this help you do?

Bet on yourself

  1. Your brand is you, not your logo

    You don't need to search for what makes you different. It is already in you. If people invite you to dinner and call on your birthday, they value you for who you are. Bring that personality into the digital world. That is what will build your brand.

  2. Master storytelling -the new coding

    Coders ruled the '90s. Storytellers rule now. Storytelling has a clear structure. You can learn it faster than the basics of Photoshop. One week of learning, one month of practice, and you won't believe how much changes.

  3. Rebrand and raise your prices

    When every offer looks the same, the people who tell their own story win. Your brand is more than what you sell. It is how people see you - and why you can stop competing on price.

This is only the beginning

Every skill is built for a different moment. Start with the one you need:

Bio Builder

When your bio starts with ‘I help...’ and you don't see what's wrong with that.

4.8/5 · 1,847 ratings

I Want to Write Like That

When you want to learn to write like your favorite author.

4.7/5 · 683 ratings

I (Don't) Know What I Want

When everyone else is ‘doing something’ and you don't know what you want.

4.8/5 · 599 ratings

Personal Brand Strategist

When you need a personal brand strategy built around you.

4.9/5 · 2,193 ratings

Offer Builder

When sales are slow - or only happen at 50% off.

4.9/5 · 1,631 ratings

The Negotiator

When ‘too expensive’ freezes you - practice without risking the deal.

5.0/5 · 1,429 ratings

Idea Vault

When you want to turn your reflections into post ideas nobody else could fake.

5.0/5 · 617 ratings

One problem. One skill. Choose what you need.

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One skill. Three skills. All eight.

Start with the problem that brought you here. Add the two skills that complete the workflow, or get the entire collection in one go.

1 SKILL

I (Don't) Know What to Write About

The skill you're here for

Works with any AI · One-time purchase · No tech skills needed

Launch price

$49 $99

What's included

  • Skill for ChatGPT and Claude
  • 2-minute installation guide
  • A guided first run
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3 SKILLS

Copywriting Stack

Three skills. One copywriting workflow.

$43 per skill · Save $6 per skill

Launch price

$129 $259

What's included

  • I (Don't) Know What to Write About
  • Idea Vault
  • I Want to Write Like That
 GET 3 SKILLS

BEST VALUE

All 8 Skills

Best value - the complete collection

$25 per skill · Save $24 per skill

Launch price

$199 $399

What's included

  • Everything in the 3-skill option
  • + Bio Builder
  • + Personal Brand Strategist
  • + Offer Builder
  • + The Negotiator
  • + I (Don't) Know What I Want
 GET ALL 8 SKILLS

Files delivered by email. No subscription.

Mateusz Szufel

WHO AM I?

Mateusz Szufel

Being autistic taught me to stop reshaping myself for others. Today, I live by my own rules and help others do the same. That is how I stand up for my younger self.

For a decade, I created campaigns for Volkswagen, Nikon, and Vanish. My work won awards and recognition. For eight years, I taught copywriting and strategy at universities across Poland.

I studied cultural studies and sociology after leaving law school. I hold a from DMI, one of the world's most respected marketing institutes.