Ignis Ignotum Initium — The Origin of Torch99
Ignis Ignotum Initium — The Origin of Torch99
The fire begins in the unknown.
That phrase isn't a tagline. It's a doctrine. And like all doctrines worth following, it was forged in the kind of environment where most people would quit.
Building in Chaos
I operate from Lebanon — a country where the currency lost 98% of its value, where the power grid delivers a few hours a day if you're lucky, and where "stability" is a concept reserved for other countries.
Most people see chaos. I see the training ground.
When your environment strips away every safety net, you're left with one choice: build systems that work regardless of conditions. Not motivation. Not inspiration. Systems.
That's what Torch99 is. Not an agency. Not a motivational brand. A system — for building leverage in an increasingly uncertain world.
The Three Eternal Markets
Every business in history that has survived more than one generation operates in one of three markets: Health, Wealth, or Happiness.
Torch99 is structured around this reality. Every product, every service, every piece of content passes one filter: does it create leverage in Health, Wealth, or Happiness?
If it doesn't, it doesn't exist here.
The Seven Principles
- Ignis Ignotum — Seek non-obvious, asymmetric opportunities at the edges
- Anti-Trust — Verify through first-party data, never through consensus
- Leverage First — Automate everything repeatable
- Minimal Noise, Maximum Signal — Only actionable outputs
- Power > Comfort — Choose strategic power over easy paths
- Human Psyche-Aware — Technology serves humans, not the reverse
- Frictionless AI — If you notice the AI, it's not good enough
These aren't aspirational. They're operational. Every product ships through this filter.
The Name
Torch — fire, illumination, the Promethean act of bringing light to darkness. Knowledge shared, not hoarded.
99 — the infinite pursuit. Not 100, because perfection doesn't exist. 99 is the relentless push toward mastery while accepting that the last 1% is always unknown.
Ignis Ignotum Initium. The fire begins in the unknown.
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About the Author
Liwaa Beaini is the founder of Torch99 and co-founder of Virtual Minds — an AI product studio registered under ADGM (Abu Dhabi Global Market), UAE. He is an AI strategist and product builder operating from Lebanon, specialising in GEO (Generative Engine Optimization), mobile app growth, and AI-first systems. He has grown 40+ mobile apps, advised enterprise clients across MENA, and built products across AI visibility, local intelligence, and digital transformation.
Written by
Founder, Torch99 · Co-Founder, Virtual Minds (ADGM, UAE)
AI strategist and product builder operating from Lebanon. Founder of Torch99 and co-founder of Virtual Minds. Building 99Visibility — the GEO audit platform for the AI search era.