Most founders wait for the market to force a reinvention, but Wes shows what happens when you choose it.

His story isn’t just about surviving a divorce or a broken valuation. It’s about turning chaos into clarity and building a niche agency that prints results because it speaks to one market with precision. You’ll learn how he used AI, positioning and discipline to rebuild faster than anyone expected.

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Let’s break down the moves that turned rock bottom into a profitable new direction.

Wes didn’t expect his life to fall apart in one week.

One day he was in the family home trying to keep a struggling marriage together. The next day he was sleeping under his office desk, packing his entire life into a few boxes. The divorce wasn’t the only hit. A court-appointed valuation of his business declared it was worth less than the assets it owned because the evaluator believed AI was a threat to his industry. It wasn’t just insulting. It was existential. That moment created a split inside him. Either he could accept the label of “fading business owner,” or he could rebuild everything with a sharper edge. That pressure became the doorway to a complete reinvention.

The same force that could have broken him became the trigger for his most profitable year ever.

What most people don’t see is the emotional cost behind the numbers.

The divorce didn’t just separate Wes from a partner. It separated him from his kids for long stretches of time. He saw men around him lose everything. Some didn’t recover. He met men who hadn’t seen their children in years because of accusations that took the courts forever to process. He knew he couldn’t let himself fall into that trap. At a Christmas party, he met a man stuck in bitterness after a similar breakup, living as a victim. Something in that moment clicked. “I can’t become that,” he told himself.

He started stacking small wins. Gym. Breathwork. Cold plunges. Better food. Routine.

When you can’t control the court, you control your body. When you can’t control your ex, you control your discipline. These micro-actions gave him enough stability to rebuild the business with a clear mind. Every founder who has lived through a breakup knows this truth.

When your internal world collapses, your external strategy doesn’t matter unless you regain control over your state.

The business evaluator thought AI would make Wes irrelevant.

That was the spark that made him rethink everything. He didn’t fight AI. He integrated it into his workflow. He rebuilt his offer. He taught clients how to use it. He used it to optimize websites, improve SEO, and streamline content. The result was the opposite of what the report predicted. His business didn’t shrink. It grew. He reported his best financial year ever, driven by a smarter use of tools and tighter processes.

One of his clients was found through ChatGPT as “the best consultant in Australia,” which landed a 160,000 dollar contract.

The message here is simple. AI doesn’t kill businesses. But it kills unfocused ones. The founders who win are the ones who use AI to multiply the clarity they already have. Wes didn’t try to be everything to everyone.

He used AI to double down on what made him useful to a very specific niche.

Wes didn’t rebuild by going broader. He rebuilt by going narrow.

He chose construction and trades as his primary niche. He built websites for builders, electricians, and service companies, then optimized them not just for Google but for every place people now search: social platforms, large language models, and chat interfaces. This clarity transformed his business. The way he explains it is simple. If you try to game the system with mass AI content, you disappear. If you produce real, structured, context-driven content built from your own voice, you rise. This is what he delivers to his clients. Not SEO tricks. Positioning. Structure. A real message. That is also why this episode carries a hidden lesson for every founder. Success didn’t come from surviving the divorce.

It came from deciding who he solves problems for and doing it better than anyone else.

1. Use AI to sharpen your message, not replace it.

Wes grew after his business was declared “worth less than its assets” because he stopped using AI for shortcuts and started using it for structure. He fed it real stories, real examples, and real client material.

If you want your content to be discoverable in Google and in LLM search, start with your own voice. Record a short video or audio note about a client win, a belief, or a mistake. Transcribe it. Give the AI the transcript. Tell it to clean the structure, not the essence. You’ll produce content that reads like you and ranks like value.

2. Go narrower than feels comfortable. That is where profit hides.

Wes didn’t rebuild by adding more services. He rebuilt by choosing one niche: construction and trades. That choice made his pitch clearer, his delivery faster, and his pricing higher.

If your business feels muddy or unpredictable, look at the last five people you actually helped. Identify what they have in common. Build for that group only. A tight niche beats a big audience. It is the fastest path to stability when everything feels unstable.

3. Structure your content the way machines understand it.

Today, most people won’t find you through a homepage. They find you through AI summaries, overviews, and model-generated lists. These models reward clarity: one topic, one hierarchy, one promise.

Before you publish anything, ask one question: “Can someone understand this in ten seconds?”

If the answer is no, restructure it. That single habit increases your discoverability across every platform where buyers search.

4. When your life collapses, regulate before you strategize.

Wes rebuilt his agency while sleeping under a desk and missing his kids. He didn’t start with a new business plan. He started with his body. Gym. Breathwork. Cold exposure. Routine.

If you’re in a chaotic period, copy that sequence. Don’t scale a dysregulated nervous system. Create one micro-win for your body each day. Then rebuild the business from a stable foundation.

5. Think in years, not months, when personal life collides with business.

Wes didn’t get the time with his kids he wanted in the short term. Instead of fighting reality, he focused on becoming the man they would

Talk soon,

Roman