Company case study
Blueprint
Blueprint is a business launched by Brian Johnson that offers protocols for health and wellness, aiming for a high revenue model. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "We spent 8 hours finding the best stuff on X. Here it is." (aired October 23, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | We spent 8 hours finding the best stuff on X. Here it is. |
| Aired | October 23, 2026 |
| Revenue and traction | Reportedly generates $40-50 million a year and has a waitlist that could potentially exceed $100 million in revenue. |
| Category | Subscription |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
We spent 8 hours finding the best stuff on X. Here it is. · aired October 23, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
Brian Johnson has mastered social media engagement and understands how to drive interest and demand for health products.
Founding story
Brian Johnson has evolved from being a podcast guest to a prominent social media figure and entrepreneur.
The playbook
Creating a pipeline of interest through waitlists and leveraging viral content to attract attention.
Also mentioned
Johnson's approach focuses on personal branding and creating a strong community around health and wellness.
Why this works now (our analysis)
Most wellness brands overlook the importance of community-driven platforms for engagement. Blueprint leverages TikTok's algorithm to create viral content that promotes health protocols, attracting a dedicated audience. To generate initial revenue, Johnson utilized targeted ads on Instagram, connecting directly with users interested in health and wellness. A significant risk for Blueprint lies in its reliance on social media platforms for customer acquisition, where algorithm changes could sharply affect visibility and engagement.