How It Started
Sam kept running into the same conversation.
Twelve years of marketing. Red Bull, Walgreens, agency side with Nike and Kraft. Then she went independent, built a following, landed partnerships with Canva, Notion, HubSpot. But the people she was meeting along the way — consultants, coaches, fractional execs — they all had the same problem. They knew their stuff cold. They just couldn’t get it out of their heads and onto the internet without it coming out wrong.
She’d tell them to hire a social media manager. The output was generic. Try a ghostwriter. It never sounded like them. Use ChatGPT. And suddenly they sound like every other person on LinkedIn. None of the options worked for people who actually gave a damn about what had their name on it.
Sam breaking down content strategy in a live session.
Meanwhile, Wael was building AI systems for companies where mistakes have real consequences — legal, financial, the kind where someone gets fired. He’d shipped retrieval systems that outperformed Google’s Vertex AI on specialized knowledge. Enterprise-grade stuff. But nobody was pointing that kind of technology at the problem Sam kept hearing about on every single call.
They got connected through a mutual project. Talked for five hours. By the end of that call they were sketching what became Wavvi — not another writing tool, but a system that actually learns how you think. How you explain things. What makes your take different from everyone else’s. Then helps you turn that into content people want to read.
“I kept getting on calls with people who were really, really good at what they do, and they’d be like ‘I know I should be posting but everything I try sounds nothing like me.’ That stuck with me. It shouldn’t be this hard.”
Sam Ogborn, Business Lead
