# Alex Hormozi study notes (combined)

Unofficial study notes built from Alex Hormozi's free public material (YouTube, The Game podcast, Acquisition.com free training and PDFs, public X posts). Not affiliated with or approved by Alex Hormozi or Acquisition.com. Paraphrased with source links and timestamps; check the source before quoting him. General business education, not legal, tax or financial advice. Results not typical; his results and examples are not a promise of yours.

Last updated: 2026-10-31 | Build: 20261031T221538Z

Source list with every link: https://hormozi-study-notes.pages.dev/sources.md

Contents: index, offers, leads, pricing, sales, hiring, content, scaling, money-models



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# FILE: index.md

## Alex Hormozi study notes: index

Unofficial study notes built from Alex Hormozi's free public material (YouTube, The Game podcast, Acquisition.com free training and PDFs, public X posts). Not affiliated with or approved by Alex Hormozi or Acquisition.com. Paraphrased with source links and timestamps; check the source before quoting him. General business education, not legal, tax or financial advice. Results not typical; his results and examples are not a promise of yours. Counts and every source are in sources.md.

### Top 15 frameworks
1. **Value Equation**: four variables: raise dream outcome and perceived likelihood, cut time delay and effort and sacrifice. offers.md
2. **Grand Slam Offer build**: dream outcome, list every problem, turn each into a solution, use the delivery cube. offers.md
3. **Offer enhancers (scarcity, urgency, bonuses, guarantees, naming / MAGIC)**: make the same product easier to say yes to. offers.md
4. **Starving crowd / market selection**: pain, purchasing power, easy to target, growing; niche down 3 to 4 levels. offers.md
5. **Core Four**: warm outreach, cold outreach, post content, paid ads; pick one and go all in. leads.md
6. **Lead magnets**: a complete solution to a narrow problem, free or cheap, to attract ideal customers. leads.md
7. **Rule of 100 and More, Better, New**: 100 primary actions a day; scale volume before optimizing or adding channels. leads.md
8. **Lead getters**: customer referrals, employees, agencies, affiliates doing the Core Four for you. leads.md
9. **Hook, Retain, Reward** and hook sourcing: content structure for every post and ad. content.md (also leads.md)
10. **Branding as association and SPCL (status, power, credibility, likeness)** (video sourced, not a book framework): why audiences buy from a brand. content.md
11. **CLOSER**: clarify, label, overview past (pain), sell the vacation, explain away concerns, reinforce. sales.md
12. **3A reframe (acknowledge, associate, ask)** and the onion of blame for objections (both video sourced, not book frameworks). sales.md
13. **Six ways to raise lifetime gross profit** plus never lower prices / raise prices with anchor, split and prepay. pricing.md
14. **Money Models and CFA**: attraction, upsell (menu upsell steps), downsell, continuity; client financed acquisition levels 1 to 3 (free course, not in the book: level 3 is 30 day gross profit greater than 2 times CAC, the standard used in these notes); LTV to CAC targets (from a YouTube video, a separate framing) of 3, 6, 9 or 12+ to 1 depending on how automated the business is. money-models.md
15. **Scaling Roadmap and constraints**: ten stages by headcount, each with a named constraint and how to graduate, by business function (all ten lessons now transcribed); nail it before you scale; more and better of what works; competitive moats. scaling.md (hiring pieces: first five hires, internal five core functions, manager triangle, traits as trainable skills, in hiring.md)

### Recent additions
* Content: make content for buyers not views, the truth sells, proof in the trust economy, brand metrics (influence, direction, reach). content.md
* Leads: lead magnet types (reveal a problem, taste test, one step of many), referrals and gift cards, split test order, giveaways. leads.md
* Sales: what top salespeople do, ghost products, obstacles vs objections, educate before the sit down. sales.md

### Core formulas
* Value Equation ($100M Offers book): Value = (Dream Outcome x Perceived Likelihood of Achievement) / (Time Delay x Effort and Sacrifice).
* Money model target (Money Models course, CFA level 3): 30 day gross profit greater than 2 times CAC.
* MAGIC naming ($100M Offers book): Magnetic reason why, Avatar, Goal, Interval, Container word. offers.md

### Source types
Every citation is one of: video (YouTube auto transcript), podcast (The Game, YouTube auto transcript), course (Acquisition.com free training, machine transcribed audio), written PDF or page (Acquisition.com, exact text), X post (exact text), book (pointer only, never copied). Transcribed lines are paraphrase, not exact words.

### Book only topics (pointers, no book text)
These live in the paid books, not the free material. Summaries only; read the book for the method, and never invent the details.
* Free Goodwill ($100M Offers): a short chapter about giving value to others for free; see the book.
* Charge what it's worth, pricing chapter ($100M Offers): price to value gap and the virtuous cycle of pricing (the free course covers the outline, offers.md section 6).
* Trim and stack ($100M Offers): after listing every solution, cut high cost low value items and stack the rest into one offer.
* Guarantee types ($100M Offers): unconditional, conditional, anti guarantee, implied guarantee; the free course covers the outline, offers.md section 6.
* Bonus stacking ($100M Offers): bonuses that each solve a next problem, valued and named, often worth more than the core offer.
* Lead magnet build ($100M Leads): a step by step process for making a lead magnet; these notes only have the free outline in leads.md.
* $100M Lost Chapters: sold separately on shop.acquisition.com; not covered here.

### Files
offers.md, leads.md, pricing.md, sales.md, hiring.md, content.md, scaling.md, money-models.md, sources.md, hormozi-knowledge.md (all notes in one file)

### Caveats
* YouTube captions are auto generated; Acquisition.com course audio was machine transcribed (faster-whisper base.en) and has garbled stretches. Check the source before quoting word for word.


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# FILE: offers.md

## Offers (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. Market first: the starving crowd
* Put your hot dog stand in front of a starving crowd; if the crowd is hungry it doesn't matter how cheap or good the hot dogs are. Supply and demand is the strongest force in all of economics. Market is number one. [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:13:30](https://www.youtube.com/watch?v=VBoRLJimVzc&t=810s) [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:14:02](https://www.youtube.com/watch?v=VBoRLJimVzc&t=842s)
* Picking a market (free PDF): in pain, purchasing power, easy to target, growing. Then niche down 3 to 4 levels (Health to Weight Loss to Women who just had kids to Following Keto). [Acquisition.com free PDF: pick-your-niche-checklist](https://www.acquisition.com/files/pick-your-niche-checklist.pdf)
* Start with one avatar, one product, one channel until you get there. [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:20:00](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1200s)

### 2. Value Equation
* Formula ($100M Offers book): Value = (Dream Outcome x Perceived Likelihood of Achievement) / (Time Delay x Effort and Sacrifice). Raise the top, shrink the bottom. Source: $100M Offers, Section III (book).
* It actually comes down to four variables: dream outcome and perceived likelihood of achievement (increase these), time delay and effort and sacrifice (decrease these). [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:20:32](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1232s) [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:21:04](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1264s) [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:22:10](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1330s)
* Example: same dream outcome (weight loss) but a $50 ebook vs a year of personal training differ hugely in perceived likelihood. [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:21:38](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1298s)
* Surgeon example: first surgery vs 10,000th, same outcome, different value. [Explaining How Anyone Can Make $100M® Offers (2021-10-25), 00:18:48](https://www.youtube.com/watch?v=neTSqOAMgao&t=1128s)
* Rich buyers weight certainty and time most. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:07:38](https://www.youtube.com/watch?v=KhFlD54nQrY&t=458s)
* He calls it the basis... if there was one summary picture for the book. [Explaining How Anyone Can Make $100M® Offers (2021-10-25), 00:18:17](https://www.youtube.com/watch?v=neTSqOAMgao&t=1097s)
* Apply it to every step of any process, even signing up as an affiliate. [My $100M Leads Affiliate Marketing Guide (2023-07-29), 00:18:41](https://www.youtube.com/watch?v=60_7PU9JDIw&t=1121s)

### 3. Grand Slam Offer construction (official free PDF)
* Define the dream outcome; list every possible problem they can hit (every step, before and after, the next problem); turn each into a solution ("How to YAY without BOO even if GREATEST OBSTACLE"); use the "Delivery Cube" to brainstorm delivery: group ratio (1 to 1, small group, one to many), effort level (DIY, done with you, done for you), support levels and types. [Acquisition.com free PDF: offer-creation-checklist](https://www.acquisition.com/files/offer-creation-checklist.pdf)
* The $100M Offers book itself is described as a grand slam offer: high value, low price relative to delivery, a free course with no opt in. [$100M Leads Launch (2023-08-19), 00:02:46](https://www.youtube.com/watch?v=k834E6OTGTM&t=166s)

### 4. Enhancers: scarcity, urgency, bonuses, guarantees, naming
* MAGIC naming formula ($100M Offers book, paraphrased): Magnetic reason why, Avatar, Goal, Interval, Container word. Build a name from a reason to act now, who it is for, the result, the time frame, and a word that packages it (Challenge, Blueprint, System). Example shape: Free 6 Week Busy Mom Body Blueprint. Check the book for the full method.
* He lists the enhancers as scarcity, urgency, guarantees, bonuses and naming. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:02:05](https://www.youtube.com/watch?v=NA61omfYgvI&t=125s)
* **Scarcity** (PDF): cap total clients, cap per week, cap per class. [Acquisition.com free PDF: scarcity-urgency-checklist](https://www.acquisition.com/files/scarcity-urgency-checklist.pdf) Amazon's only N left, shown by size, is scarcity. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:06:21](https://www.youtube.com/watch?v=NA61omfYgvI&t=381s) [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:06:53](https://www.youtube.com/watch?v=NA61omfYgvI&t=413s)
* **Urgency** (PDF): cohort based, rolling seasonal, pricing or bonus based deadlines. [Acquisition.com free PDF: scarcity-urgency-checklist](https://www.acquisition.com/files/scarcity-urgency-checklist.pdf) A lightning deal only for 60 minutes is urgency. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:07:24](https://www.youtube.com/watch?v=NA61omfYgvI&t=444s) Announcing a price increase ahead creates true scarcity and urgency. [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:05:53](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=353s)
* **Bonuses**: include one or two bonuses that solve a problem that only occurs upon success. [Explaining How Anyone Can Make $100M® Offers (2021-10-25), 00:09:10](https://www.youtube.com/watch?v=neTSqOAMgao&t=550s) Bonus PDF: show how each bonus makes life faster, easier or less effort, add proof, put a price tag on it; tools and checklists beat extra training. [Acquisition.com free PDF: bonus-creation-checklist](https://www.acquisition.com/files/bonus-creation-checklist.pdf)
* **Guarantees** (PDF): unconditional, conditional ("should always be better than money back," tied to the actions that actually make people succeed), outsized refund (2 to 3x), service guarantee (keep working free), modified service, credit based. [Acquisition.com free PDF: unbeatable-guarantee-checklist](https://www.acquisition.com/files/unbeatable-guarantee-checklist.pdf) Free returns and try before you buy are guarantees for physical products and now nearly table stakes. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:07:57](https://www.youtube.com/watch?v=NA61omfYgvI&t=477s) [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:08:29](https://www.youtube.com/watch?v=NA61omfYgvI&t=509s)
* **Naming, M-A-G-I-C** (PDF): Make a magnetic reason why, Announce your avatar, Give them a goal, Indicate a time interval, Complete with a container word. [Acquisition.com free PDF: product-naming-checklist](https://www.acquisition.com/files/product-naming-checklist.pdf)
* Offers that can be said in a few words win: 30 minutes or less, FedEx overnight. [The Offer Is King (ALEX HORMOZI) (2020-11-05), 00:02:43](https://www.youtube.com/watch?v=pxVeOkOVr2w&t=163s)

### 5. Offers for physical products and e-commerce
* He made a video because people said $100M Offers doesn't apply to e-commerce; he disagrees. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:00:01](https://www.youtube.com/watch?v=NA61omfYgvI&t=1s)
* Dream outcome for a jacket: look good, warm, maybe both. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:03:08](https://www.youtube.com/watch?v=NA61omfYgvI&t=188s)
* Perceived likelihood: lots of readable five star reviews; showing several ways to wear or pair the product. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:03:40](https://www.youtube.com/watch?v=NA61omfYgvI&t=220s) [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:04:12](https://www.youtube.com/watch?v=NA61omfYgvI&t=252s)
* Time: fast shipping (Prime) is real value. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:05:17](https://www.youtube.com/watch?v=NA61omfYgvI&t=317s)
* Competitors may have the same product, but if you check all these boxes people buy more often at higher prices. [Applying $100M Offers to E-Commerce: I'm Pissed (2022-07-07), 00:10:06](https://www.youtube.com/watch?v=NA61omfYgvI&t=606s)

* Physical product launch thought experiment (nose strips): pick something people rebuy that needs no willpower, build in auto ship, put a brand word on the product itself (he suggests words like endure across the bridge), sell the promise be better rather than the feature, offer a paid custom word option, and ship influencer specific word variations to their communities. [Launch A Physical Product Brand The Right Way (2022-08-16), 00:00:32](https://www.youtube.com/watch?v=LvHDT0ZxSmw&t=32s) [Launch A Physical Product Brand The Right Way (2022-08-16), 00:01:03](https://www.youtube.com/watch?v=LvHDT0ZxSmw&t=63s) [Launch A Physical Product Brand The Right Way (2022-08-16), 00:04:18](https://www.youtube.com/watch?v=LvHDT0ZxSmw&t=258s) [Launch A Physical Product Brand The Right Way (2022-08-16), 00:04:49](https://www.youtube.com/watch?v=LvHDT0ZxSmw&t=289s)

* E commerce hot seats (Helping E Commerce Business Owners Scale, 2026): at $20,000 a month in ad spend you haven't saturated a niche market, so it's a media buying problem; treat money you don't need to live on as an experimentation budget for testing keywords, not as lost money. [Helping E-Commerce Business Owners Scale (2026-03-27), 00:01:34](https://www.youtube.com/watch?v=8C_6qojTA78&t=94s) [Helping E-Commerce Business Owners Scale (2026-03-27), 00:04:49](https://www.youtube.com/watch?v=8C_6qojTA78&t=289s)
* The product completes the brand loop: the promise and associations get the purchase, then the product either reinforces or destroys the brand. [Helping E-Commerce Business Owners Scale (2026-03-27), 00:16:11](https://www.youtube.com/watch?v=8C_6qojTA78&t=971s)
* Unless shipping is a real differentiator, it's commoditized; outsource logistics instead of running a warehouse alongside marketing and sales. [Helping E-Commerce Business Owners Scale (2026-03-27), 00:30:52](https://www.youtube.com/watch?v=8C_6qojTA78&t=1852s) [Helping E-Commerce Business Owners Scale (2026-03-27), 00:31:24](https://www.youtube.com/watch?v=8C_6qojTA78&t=1884s)

### 6. From the free $100M Offers course (machine transcribed)
* Charge What It's Worth covers three parts: the price to value discrepancy, the virtuous cycle of pricing, and the link between price and perceived value. [Acquisition.com $100M Offers Course: Charge What It's Worth - Pricing, 00:01:12](https://www.acquisition.com/training/offers3)
* Price to value discrepancy: customers keep buying as long as value stays above price; the moment value dips to or below price, they stop. [Acquisition.com $100M Offers Course: Charge What It's Worth - Pricing, 00:01:49](https://www.acquisition.com/training/offers3)
* Guarantee types he teaches: unconditional (any reason, no questions), conditional (terms attached, some of the strongest things for closing deals), and anti guarantees (all sales final) plus performance offers; guarantees can be stacked. [Acquisition.com $100M Offers Course: Guarantee Creation, 00:01:50](https://www.acquisition.com/training/offers8) [Acquisition.com $100M Offers Course: Guarantee Creation, 00:02:25](https://www.acquisition.com/training/offers8)
* Always be bold about your guarantees; there is always a winnable position in the marketplace. [Acquisition.com $100M Offers Course: Guarantee Creation, 00:02:25](https://www.acquisition.com/training/offers8)
* Course lessons (page titles): Start Here, Picking Markets, Charge What It's Worth, The Value Equation, Offer Creation, Bonus Creation, Guarantee Creation, Scarcity and Urgency, Naming Products. Summaries only here; watch the free course for detail.

### 7. Sell fewer things to the right customer
* Zero to one million: one channel one product one avatar that's it; once going from one to ten million, every business he has owned sells two products or services. If your employees don't understand everything you sell and the prices, your customers don't either. [The first product you must sell in a new business... (2021-11-12), 00:01:04](https://www.youtube.com/watch?v=EZLQzR-_83A&t=64s) [The first product you must sell in a new business... (2021-11-12), 00:02:09](https://www.youtube.com/watch?v=EZLQzR-_83A&t=129s)
* Sticking point one (often around one to three million a year): too many customers with different needs, promises and price points. Fix: list every customer you've sold and mark which ones you love, which spent the most, which had the highest operational profit, and which were easiest to deliver; look for the ones in two or three columns and aim to have all customers look like that. [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:01:04](https://www.youtube.com/watch?v=F84olnKkseM&t=64s) [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:01:37](https://www.youtube.com/watch?v=F84olnKkseM&t=97s) [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:02:09](https://www.youtube.com/watch?v=F84olnKkseM&t=129s)
* Then change your messaging to say you don't want everyone, only the person with those specific traits; that attracts more of them, supports a premium price, and lets you do the same thing for every customer at higher success and margin. You have to learn how to say no. [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:02:42](https://www.youtube.com/watch?v=F84olnKkseM&t=162s) [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:03:15](https://www.youtube.com/watch?v=F84olnKkseM&t=195s) [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:03:46](https://www.youtube.com/watch?v=F84olnKkseM&t=226s)

### 8. Lessons from a frozen yogurt store (Building a Frozen Yogurt Store in 11 Minutes)
* He almost opened one instead of his gym. Franchisors often structure fees so you make just enough to keep going, and may mark up supplies. [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:00:00](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=0s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:01:37](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=97s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:02:10](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=130s)
* It doesn't take a lot to win most times; just to beat everybody you got to be better than the bottom 25. [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:04:52](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=292s)
* Self serve puts the customer's hand on the nozzle, so they own the price; items are presented from highest margin first (yogurt before toppings, like a buffet). [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:05:25](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=325s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:06:32](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=392s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:07:04](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=424s)
* The power of the default option: removing small cups and only offering large sizes. [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:05:58](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=358s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:10:18](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=618s)
* With a low ticket, the profitable ways to get customers are word of mouth and affiliates (other businesses sending people); buy equipment from motivated sellers. [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:07:36](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=456s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:10:18](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=618s) [Building a Frozen Yogurt Store in 11 Minutes (2023-01-11), 00:10:50](https://www.youtube.com/watch?v=xZ8d9g6BcKM&t=650s)

### 9. Picking who to serve when starting out (I'm Broke, What Business Do I Start?)
* Three places to look: people like you, people you've helped before (paid or as a favor), and people you think are underserved. ["I'm Broke, What Business Do I Start?" (2024-06-26), 00:04:52](https://www.youtube.com/watch?v=nIk3DedjxJM&t=292s)
* Get narrow enough that they know you're talking to them; then fill in his mad lib: I help [who] get [good thing] without [bad thing]. ["I'm Broke, What Business Do I Start?" (2024-06-26), 00:09:44](https://www.youtube.com/watch?v=nIk3DedjxJM&t=584s) ["I'm Broke, What Business Do I Start?" (2024-06-26), 00:17:59](https://www.youtube.com/watch?v=nIk3DedjxJM&t=1079s)
* Describe their pain back to them so well they can't believe you know this about them. ["I'm Broke, What Business Do I Start?" (2024-06-26), 00:14:43](https://www.youtube.com/watch?v=nIk3DedjxJM&t=883s)


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# FILE: leads.md

## Leads and advertising (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. What a lead is: leads vs engaged leads
* A lead very simply put is a person that you can contact. What you actually want are engaged leads: people who showed interest after you gave them something. [Acquisition.com $100M Leads Course: Problem & Definition, 00:04:43](https://www.acquisition.com/training/leads2) [Acquisition.com $100M Leads Course: Problem & Definition, 00:05:21](https://www.acquisition.com/training/leads2)

### 2. Core Four (the only four ways one person can advertise)
* Warm outreach (one to one, people who know you), cold outreach (one to one, strangers), post content (one to many, people who know you), run paid ads (one to many, strangers). [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:27:05](https://www.youtube.com/watch?v=VBoRLJimVzc&t=1625s) [13 Years of Marketing Advice in 85 Mins (2024-05-31), 00:38:13](https://www.youtube.com/watch?v=reisEL_D7xc&t=2293s) [If I Wanted To Become a Millionaire in 2026, This Is What I'd Do [FULL BLUEPRINT] (2024-10-16), 00:22:15](https://www.youtube.com/watch?v=AN2KpRBsmRY&t=1335s)
* Same four listed in the Scaling Roadmap: warm outreach, cold outreach, post free content online, run paid ads. [Acquisition.com Scaling Roadmap: Improvise, 00:05:59](https://www.acquisition.com/training/improvise)
* Don't do all four at once: You pick one, you go all in, and spend your first 4 hours every day on it. [How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL (2025-01-02), 00:00:32](https://www.youtube.com/watch?v=HxEQCHpZzHk&t=32s)
* 4x4: especially at the start, four hours a day doing the Core Four. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:04:53](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=293s)

### 3. How he used each of the Core Four (his origin stories, from the $100M Leads launch)
* Warm outreach: with no customers he messaged everyone on his friends list asking if they knew anyone interested; that was his first business. Works on email, calls, DMs, mail, voicemail. You still use it when advanced. [$100M Leads Launch (2023-08-19), 00:11:35](https://www.youtube.com/watch?v=k834E6OTGTM&t=695s) [$100M Leads Launch (2023-08-19), 00:12:09](https://www.youtube.com/watch?v=k834E6OTGTM&t=729s) [$100M Leads Launch (2023-08-19), 00:13:14](https://www.youtube.com/watch?v=k834E6OTGTM&t=794s)
* Posting content: posted what he did with clients plus testimonials and messaged anyone who interacted; that got him to his first gym. [$100M Leads Launch (2023-08-19), 00:14:54](https://www.youtube.com/watch?v=k834E6OTGTM&t=894s) [$100M Leads Launch (2023-08-19), 00:15:26](https://www.youtube.com/watch?v=k834E6OTGTM&t=926s)
* For the book launch: 2,200 total posts including 143 lead posts across Instagram, LinkedIn, X, TikTok, YouTube Shorts, Threads; he says this produced 194,000 registrations. Lesson: when promoting something, post more content, not less, around the promo. [$100M Leads Launch (2023-08-19), 00:15:59](https://www.youtube.com/watch?v=k834E6OTGTM&t=959s) [$100M Leads Launch (2023-08-19), 00:16:32](https://www.youtube.com/watch?v=k834E6OTGTM&t=992s) [$100M Leads Launch (2023-08-19), 00:17:06](https://www.youtube.com/watch?v=k834E6OTGTM&t=1026s)
* Paid ads: with one month of savings he ran the ugliest ad you've ever seen and signed 29 members before opening in a city where he knew no one. [$100M Leads Launch (2023-08-19), 00:19:48](https://www.youtube.com/watch?v=k834E6OTGTM&t=1188s) [$100M Leads Launch (2023-08-19), 00:20:23](https://www.youtube.com/watch?v=k834E6OTGTM&t=1223s)
* Launch paid ads: spent 275,000, got 137,000 registrants, cost per lead about two bucks; ads work with no following and can start at a few dollars a day. [$100M Leads Launch (2023-08-19), 00:22:01](https://www.youtube.com/watch?v=k834E6OTGTM&t=1321s) [$100M Leads Launch (2023-08-19), 00:23:06](https://www.youtube.com/watch?v=k834E6OTGTM&t=1386s)

### 4. Lead magnets
* Definition: a complete solution to a narrow problem given away at a significant discount or free to attract ideal customers. [Acquisition.com $100M Leads Course: Lead Magnet Mastery, 00:04:04](https://www.acquisition.com/training/leads3)
* If you aren't getting enough leads, usually the lead magnet isn't attractive enough to the ideal audience. [Acquisition.com $100M Leads Course: Lead Magnet Mastery, 00:02:56](https://www.acquisition.com/training/leads3)
* Ways to solve with a lead magnet he covers: reveal the problem (creates implied urgency to take the next step), and give a taste or sample like Costco samples (limit uses or quantity). [Acquisition.com $100M Leads Course: Lead Magnet Mastery, 00:13:09](https://www.acquisition.com/training/leads3) [Acquisition.com $100M Leads Course: Lead Magnet Mastery, 00:13:42](https://www.acquisition.com/training/leads3) [Acquisition.com $100M Leads Course: Lead Magnet Mastery, 00:08:11](https://www.acquisition.com/training/leads3)

### 5. Rule of 100
* For someone starting out: do 100 primary advertising actions every day (for example 100 outreaches a day, 100 days in a row). [Acquisition.com $100M Leads Course: More Better New, 00:02:05](https://www.acquisition.com/training/leads10)

### 6. More, Better, New
* Under about a million in profit per year: just do more first; they don't have enough volume for percentage improvements to matter. Once big enough he flips the order to Better, More, New. New comes after you've improved your current effort. [Acquisition.com $100M Leads Course: More Better New, 00:11:36](https://www.acquisition.com/training/leads10) [Acquisition.com $100M Leads Course: More Better New, 00:12:08](https://www.acquisition.com/training/leads10)
* Before trying something new, do 10 times more of what's already working; he asks portfolio companies why they can't 10x what already works. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:35:56](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2156s) [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:36:28](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2188s)
* Volume negates luck: make more ads rather than hoping one of five is great. [13 Years of Marketing Advice in 85 Mins (2024-05-31), 00:10:08](https://www.youtube.com/watch?v=reisEL_D7xc&t=608s)

### 7. Lead getters (people who do the Core Four for you)
* Get people who get you more leads. Four lead getters: customer referrals, employees, agencies, affiliates. [Acquisition.com $100M Leads Course: Referral Playbook, 00:00:00](https://www.acquisition.com/training/leads11) [Acquisition.com $100M Leads Course: Agencies, 00:00:00](https://www.acquisition.com/training/leads13) [Acquisition.com $100M Leads Course: Affiliate Playbook, 00:00:00](https://www.acquisition.com/training/leads14)
* Course recap: Core Four, juiced with More Better New, then lead getters doing the Core Four on your behalf. [Acquisition.com $100M Leads Course: Open To Goal, 00:00:00](https://www.acquisition.com/training/leads15)
* The end state he paints: recruiters bringing in more lead getters, a product good enough that a third of customers bring more customers, an executive team driving growth. [Acquisition.com $100M Leads Course: The Roadmap, 00:06:31](https://www.acquisition.com/training/leads16)
* Affiliates: he marketed the $100M Leads book mainly through affiliates; remove friction and apply the value equation to each step of becoming an affiliate. [My $100M Leads Affiliate Marketing Guide (2023-07-29), 00:04:20](https://www.youtube.com/watch?v=60_7PU9JDIw&t=260s) [My $100M Leads Affiliate Marketing Guide (2023-07-29), 00:18:41](https://www.youtube.com/watch?v=60_7PU9JDIw&t=1121s)
* One offer, one avatar, one platform until you have engaged leads. [Acquisition.com $100M Leads Course: The Roadmap, 00:00:00](https://www.acquisition.com/training/leads16)

### 8. Hooks and ad creative
* Hook, Retain, Reward: use the same content framework in every post to hook, retain and reward people for clicking, consuming and coming back. [$100M Leads Launch (2023-08-19), 00:16:32](https://www.youtube.com/watch?v=k834E6OTGTM&t=992s)
* The hook's job is to redirect attention from what they were doing. Sources of hooks: topics, things from your recent past, odd or rare things, and matching formats that rewarded them before. [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:06:52](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:07:51](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:14:38](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:15:44](https://www.acquisition.com/training/leads5)
* He spends most effort on the opening: with an hour, 55 minutes on the first 5 seconds. [13 Years of Marketing Advice in 85 Mins (2024-05-31), 00:19:56](https://www.youtube.com/watch?v=reisEL_D7xc&t=1196s)
* Model winners: look at the first 3 seconds of your top 5 to 10% of ads, visually and verbally, and reuse them on other ads. [Learn Paid Ads in 30 Minutes! (2024-07-20), 00:11:29](https://www.youtube.com/watch?v=fSbqaTlWaYI&t=689s) [14 Years of Marketing Advice in 35 Minutes (2025-05-07), 00:02:09](https://www.youtube.com/watch?v=JDR-R--4HhM&t=129s)
* Visual hook and verbal hook are both hooks. [How to Grow Your Business SO Fast in 2026 It Feels ILLEGAL (2025-01-02), 00:20:35](https://www.youtube.com/watch?v=HxEQCHpZzHk&t=1235s)

### 9. Warm outreach script (official free PDF)
* Setter script outline: confirm they responded, purpose of the call, get their 20 to 30 second overview, ask what piqued interest, what they've done so far, the big goal and by when, pain points, share your "two cents," then book the next step. [Acquisition.com free PDF: $100M-leads-warm-outreach-downloads](https://www.acquisition.com/files/$100M-leads-warm-outreach-downloads.pdf)

### 10. Getting customers for free: referrals
* Gift card play: run it around a holiday or a made up reason (birthday, business anniversary); the gift card equals one core unit of your service, ideally the base level. [7 Ways To Get Customers for Free (2024-06-18), 00:03:47](https://www.youtube.com/watch?v=qpQvdBFW_yI&t=227s) [7 Ways To Get Customers for Free (2024-06-18), 00:04:20](https://www.youtube.com/watch?v=qpQvdBFW_yI&t=260s)
* Discount for introductions: Hormozi says he personally never discounts unless the terms change; the customer makes introductions (he uses three) and the discount is your cost for those leads. His starting math: if one of three referrals converts, give up to about one times CAC; later you can fine tune to a set amount per referral, or give extra service instead of a discount. [7 Ways To Get Customers for Free (2024-06-18), 00:09:11](https://www.youtube.com/watch?v=qpQvdBFW_yI&t=551s) [7 Ways To Get Customers for Free (2024-06-18), 00:09:43](https://www.youtube.com/watch?v=qpQvdBFW_yI&t=583s)
* At his gym he listed the referrals' names on the contract so he and his sales guys remembered to ask and attribute them. [7 Ways To Get Customers for Free (2024-06-18), 00:12:59](https://www.youtube.com/watch?v=qpQvdBFW_yI&t=779s)

### 11. Lead magnet types and naming (Watch This To Generate 1000s of Leads)
* A lead magnet is a small offer that solves a problem and in doing so reveals another problem your core offer solves. [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:02:12](https://www.youtube.com/watch?v=Mst4hreQYl0&t=132s)
* Type one, reveal a problem (an assessment, like a free website speed test); show the problem and how it grows over time. Type two, the taste test (try before you buy). Type three, one step of many (his example: sell the first coat of paint on a garage). [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:06:32](https://www.youtube.com/watch?v=Mst4hreQYl0&t=392s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:10:18](https://www.youtube.com/watch?v=Mst4hreQYl0&t=618s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:12:25](https://www.youtube.com/watch?v=Mst4hreQYl0&t=745s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:12:58](https://www.youtube.com/watch?v=Mst4hreQYl0&t=778s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:15:06](https://www.youtube.com/watch?v=Mst4hreQYl0&t=906s)
* Delivery can be software or services (and he covers others). How you name your lead magnet will determine your engagement rate more than anything else; test names for the most and best leads. [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:16:44](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1004s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:18:19](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1099s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:22:44](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1364s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:23:50](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1430s)
* If you use scarcity, make it real and specific (if four more customers gets you to capacity, say so). [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:28:16](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1696s) [Watch This To Generate 1000s of Leads (In Any Niche) (2025-11-08), 00:30:25](https://www.youtube.com/watch?v=Mst4hreQYl0&t=1825s)

### 12. Email (Learn Email Marketing in 39 Minutes)
* Acquisition.com sent just under 10 million emails over 90 days; he frames the video around turning $11,000 into $45,000 through email. [Learn Email Marketing in 39 Minutes! (2024-11-06), 00:00:00](https://www.youtube.com/watch?v=pLhQOYMGa88&t=0s)
* Their regular email keeps the same format each time: the thing, the content, the CTA. [Learn Email Marketing in 39 Minutes! (2024-11-06), 00:15:02](https://www.youtube.com/watch?v=pLhQOYMGa88&t=902s)
* Adding email follow up gave them a 40% lift in conversion in one case he describes. [Learn Email Marketing in 39 Minutes! (2024-11-06), 00:23:34](https://www.youtube.com/watch?v=pLhQOYMGa88&t=1414s)

### 13. Split test order and affiliate packages (How To Get Customers So Fast It Feels ILLEGAL)
* His ranking of split tests: 1 offers, 2 packaging (headlines and subheadlines), 3 images with that headline, 4 third party integrations (swapping the form, CRM or booking tool). His biggest winners came from 1 and 4; he says the integration swap was a company explosion four times in his career, because third party tools rarely report their own conversion rates. [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:22:07](https://www.youtube.com/watch?v=FMzKk73iUhw&t=1327s) [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:22:39](https://www.youtube.com/watch?v=FMzKk73iUhw&t=1359s) [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:23:13](https://www.youtube.com/watch?v=FMzKk73iUhw&t=1393s)
* Affiliate package play (massage example): instead of a 20% referral cut, let a partner business sell your package (three massages) at any price above your floor and keep all the money; your cost is only your hard delivery cost (his example $90) for a qualified customer, with no ad work. [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:33:04](https://www.youtube.com/watch?v=FMzKk73iUhw&t=1984s) [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:33:36](https://www.youtube.com/watch?v=FMzKk73iUhw&t=2016s) [How To Get Customers So Fast It Feels ILLEGAL (2024-12-16), 00:34:09](https://www.youtube.com/watch?v=FMzKk73iUhw&t=2049s)

### 14. Door knocking math (roofing case)
* Make outreach pay obvious to the canvasser: break the payout per deal down per door (want to make another 10 bucks? Knock that door). [How I Would Build a $10M Service Business (If I Had to Start Over) (2026-08-29), 00:10:51](https://www.youtube.com/watch?v=o64cI6tebnU&t=651s)

### 15. Giveaway launch (Can I Save This Failing Theme Park in 90 Days?)
* Giveaway structure used for the park: a big grand prize (an all summer camp pass for the whole family, stated value over $20,000) plus a second place prize ($3,000 off); entering means opting in. [Can I Save This Failing Theme Park in 90 Days? (2026-09-11), 00:14:57](https://www.youtube.com/watch?v=xRxVpjeHmeA&t=897s)
* For giveaways or launches, expect a third to half of your leads in the last 48 hours, even on a six week campaign. [Can I Save This Failing Theme Park in 90 Days? (2026-09-11), 00:21:41](https://www.youtube.com/watch?v=xRxVpjeHmeA&t=1301s)

### 16. First five customers in 10 steps (video version of the warm outreach play)
* Make a list of contacts, pick one platform, reach out with a personal reason (saw you moved), send it even if it feels hard (everything must be hard before it can be easy), warm them up, then ask if they know anybody (a favor, not a sale). Go back through the list again, and once you're near capacity keep raising the price. Last step: keep them warm. [Watch this to get your first 5 customers (2023-08-02), 00:00:00](https://www.youtube.com/watch?v=w7g08dVTwaE&t=0s) [Watch this to get your first 5 customers (2023-08-02), 00:01:04](https://www.youtube.com/watch?v=w7g08dVTwaE&t=64s) [Watch this to get your first 5 customers (2023-08-02), 00:01:36](https://www.youtube.com/watch?v=w7g08dVTwaE&t=96s) [Watch this to get your first 5 customers (2023-08-02), 00:02:07](https://www.youtube.com/watch?v=w7g08dVTwaE&t=127s) [Watch this to get your first 5 customers (2023-08-02), 00:03:12](https://www.youtube.com/watch?v=w7g08dVTwaE&t=192s) [Watch this to get your first 5 customers (2023-08-02), 00:07:26](https://www.youtube.com/watch?v=w7g08dVTwaE&t=446s) [Watch this to get your first 5 customers (2023-08-02), 00:09:36](https://www.youtube.com/watch?v=w7g08dVTwaE&t=576s)


---

# FILE: pricing.md

## Pricing (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. Sell to rich people first; don't be in the middle
* Sell to rich people until you have the money to sell all the poor people. The middle is where you get killed. Tesla example: Roadster first, mass model last. Selling cheap needs huge volume and infrastructure. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:00:00](https://www.youtube.com/watch?v=KhFlD54nQrY&t=0s) [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:00:31](https://www.youtube.com/watch?v=KhFlD54nQrY&t=31s)
* Rich people pay for time above all else; through the value equation, the richer the buyer, the more guaranteed they want it. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:07:38](https://www.youtube.com/watch?v=KhFlD54nQrY&t=458s)
* X post: "Being the best is a business plan. Being the cheapest is a business plan. Just don't be in the middle." [X post 2026-10-31](https://x.com/AlexHormozi/status/2116546148207141358)

### 2. Six ways to increase lifetime gross profit (LTGP)
* He redefines lifetime value as lifetime gross profit: what is left after cost to deliver, not revenue. [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:00:31](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=31s) [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:01:04](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=64s)
* The six: (1) increase price, (2) decrease cost to deliver, (3) increase purchase frequency, (4) upsell (more or better of the same), (5) cross sell (the next adjacent need), (6) downsell (monetize people who would otherwise say no, including referring them out for a commission). [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:02:08](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=128s) [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:03:49](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=229s) [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:04:23](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=263s) [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:05:26](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=326s)
* Price is the most powerful and most underused lever. Most owners copy the market average, the secret that they don't know is that everyone else is broke; model mature big businesses' pricing, not small ones. [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:08:37](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=517s) [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:09:08](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=548s)
* Example math he gives: cost 10, price 20 to 30 doubles the gross profit per customer. [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:10:14](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=614s)
* Price itself creates allure (a $20 Chanel purse would not be cool). [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:02:08](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=128s)

### 3. Never lower your prices (his $5M mistake)
* He cut a $42,000 per year program's weekly price to lower churn and added services; overhead rose and he says that one decision lost $5 million a year. [NEVER lower your prices... (2021-10-04), 00:01:05](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=65s) [NEVER lower your prices... (2021-10-04), 00:02:46](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=166s)
* The reverse: moving $99 a month boot camp members to $299 a month kept about 2/3 of customers, lowered fulfillment cost and more than doubled profit. [NEVER lower your prices... (2021-10-04), 00:04:30](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=270s) [NEVER lower your prices... (2021-10-04), 00:05:06](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=306s)
* Lesson: serve fewer people at higher prices; most times when you lower your prices, you make a lot less money, especially in service businesses. [NEVER lower your prices... (2021-10-04), 00:05:40](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=340s) [NEVER lower your prices... (2021-10-04), 00:07:21](https://www.youtube.com/watch?v=BZQtuK-ucDM&t=441s)

### 4. How to raise prices without losing sales (price anchor, uneven split, prepay discount)
* Sales staff have an emotional home base price they are comfortable saying. [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:00:33](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=33s) [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:03:45](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=225s)
* To move from 2,000 to 3,000: anchor at 4,000, offer it as an uneven split (for example 4k today and 2k in 30 days style splits, more cash up front), then offer a small prepay discount so paying in full today is only slightly more than the comfort number. [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:01:05](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=65s) [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:02:10](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=130s) [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:05:22](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=322s)
* Always clear the pipe: announce the increase ahead of time. Owning price increases is one of the easiest ways to create true scarcity and urgency, and the team closes faster before the date. [How I RAISE PRICES without losing sales...(using this psychological trick) (2021-06-30), 00:05:53](https://www.youtube.com/watch?v=GO6VCcLlnLs&t=353s)

### 5. Charge exorbitant prices by controlling supply
* Supply and demand: cut supply and raise price; most people cut supply but keep the low price. [How To Charge Exorbitant Prices (2021-06-16), 00:03:44](https://www.youtube.com/watch?v=iFhiK5zORGk&t=224s)
* His example: three people at $100,000 for a day beats five at $20,000, with less operational drag and more room to over deliver. [How To Charge Exorbitant Prices (2021-06-16), 00:05:21](https://www.youtube.com/watch?v=iFhiK5zORGk&t=321s)
* Marketing is stimulating demand; use waiting lists and caps; it's completely up to you what full capacity means. [How To Charge Exorbitant Prices (2021-06-16), 00:04:49](https://www.youtube.com/watch?v=iFhiK5zORGk&t=289s) [How To Charge Exorbitant Prices (2021-06-16), 00:06:25](https://www.youtube.com/watch?v=iFhiK5zORGk&t=385s) [How To Charge Exorbitant Prices (2021-06-16), 00:06:56](https://www.youtube.com/watch?v=iFhiK5zORGk&t=416s)

### 6. Brand premium
* You can measure brand strength by how far above the commoditized price you can charge (Nike vs generic). [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:56:33](https://www.youtube.com/watch?v=KhFlD54nQrY&t=3393s)

### 7. Pricing checklist (official free PDF)
* Be more expensive than everyone else "by enough that it causes consumer to pause"; high price = higher value; higher prices get people better results. Then maximize the value equation (dream outcome, perceived likelihood, time, effort). [Acquisition.com free PDF: pricing-value-checklist](https://www.acquisition.com/files/pricing-value-checklist.pdf)

### 8. Pricing like private equity, and raising prices on existing customers
* A Vista pricing lead (Vista: the private equity firm he describes as the world's largest for software) told him their mantra is tripling their money in three years (three and three); he then explains how he applied the concept at Gym Launch. [Pricing Lessons From a Private Equity God (2020-10-08), 00:00:34](https://www.youtube.com/watch?v=hnfh2jqNVEQ&t=34s) [Pricing Lessons From a Private Equity God (2020-10-08), 00:01:39](https://www.youtube.com/watch?v=hnfh2jqNVEQ&t=99s)
* Raising prices on existing customers is different from raising them on new ones; his letter frames it around the customer, mentions the company's growth, and explains the costs incurred to provide the value. [How To Raise Your Prices [plus the letter I actually sent to customers] (2021-07-19), 00:00:00](https://www.youtube.com/watch?v=Gy-RmpRif-I&t=0s) [How To Raise Your Prices [plus the letter I actually sent to customers] (2021-07-19), 00:02:08](https://www.youtube.com/watch?v=Gy-RmpRif-I&t=128s) [How To Raise Your Prices [plus the letter I actually sent to customers] (2021-07-19), 00:03:13](https://www.youtube.com/watch?v=Gy-RmpRif-I&t=193s)
* Sticking point two: you either charge too little or you pay too much. [Business Was Hard Until I Understood These 4 Concepts (2024-07-15), 00:04:19](https://www.youtube.com/watch?v=F84olnKkseM&t=259s)

### 9. Speed incentives when supply constrained
* When supply constrained, add margin with paid speed incentives to move to the front of the line. Same work, more money. [How I Would Build a $10M Service Business (If I Had to Start Over) (2026-08-29), 00:20:28](https://www.youtube.com/watch?v=o64cI6tebnU&t=1228s)

### 10. Run pricing surveys early (I Built 4 Businesses In A Row)
* You want to run pricing surveys early; he says they unlocked four times the pricing power by repackaging how they charge (usage, recurring fees). [I Built 4 Businesses In A Row To Show It's Not Luck (2023-02-22), 00:09:36](https://www.youtube.com/watch?v=0mqqbuM9sAk&t=576s)
* At Gym Launch, supplement sales to each gym's members were set up to cover the cost to acquire a customer, and physical products add no extra fulfillment work for the service. [I Built 4 Businesses In A Row To Show It's Not Luck (2023-02-22), 00:05:19](https://www.youtube.com/watch?v=0mqqbuM9sAk&t=319s)

### 11. Price is the biggest lever on profit (How to Make Money So Fast It Feels ILLEGAL)
* You can't sell out of your wallet; sell off the value you create. That let him charge and profit far more than others in his space. [How to Make Money So Fast It Feels ILLEGAL (2024-12-05), 00:01:40](https://www.youtube.com/watch?v=k-3PoOT4vOM&t=100s)
* Price is the single largest lever on profit; he walks a $100 table example with $50 cost and other costs to show it. [How to Make Money So Fast It Feels ILLEGAL (2024-12-05), 00:06:29](https://www.youtube.com/watch?v=k-3PoOT4vOM&t=389s)
* Fast cash conversion cycle: collect cash back quickly so you can keep reinvesting; he credits it for going from about $1,000 in the bank in December 2016 to $10 million in sales ten months later. [How to Make Money So Fast It Feels ILLEGAL (2024-12-05), 00:11:28](https://www.youtube.com/watch?v=k-3PoOT4vOM&t=688s) [How to Make Money So Fast It Feels ILLEGAL (2024-12-05), 00:21:28](https://www.youtube.com/watch?v=k-3PoOT4vOM&t=1288s)

### 12. Always have an expensive option (If I Started A Business in 2026)
* His math: if 90 of 100 buyers take the cheap product and 10 take the expensive one, three quarters of the profit can come from the expensive thing; even in tiny tiny volumes, lots of zeros still add up. [If I Started A Business in 2026, I'd Do This (2025-12-06), 00:09:42](https://www.youtube.com/watch?v=uWdIgftpvBI&t=582s)
* Make the expensive version worth far more; pick the right avatar first, and describe their pain specifically, because pain and persuasion only exist in the specific, never the vague. [If I Started A Business in 2026, I'd Do This (2025-12-06), 00:11:53](https://www.youtube.com/watch?v=uWdIgftpvBI&t=713s) [If I Started A Business in 2026, I'd Do This (2025-12-06), 00:12:57](https://www.youtube.com/watch?v=uWdIgftpvBI&t=777s) [If I Started A Business in 2026, I'd Do This (2025-12-06), 00:14:02](https://www.youtube.com/watch?v=uWdIgftpvBI&t=842s)


---

# FILE: sales.md

## Sales (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. CLOSER framework (sales call structure)
Taught as The Closer framework, an acronym, for what to say to prospects on the phone when you're just starting to get your first sales. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:11](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1871s)
* **C, Clarify why they're there.** Ask what made them take the step (book the call, reply, comment, opt in). Everyone but a true cold call has taken an action toward you, which gives you authority in the frame. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:11](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1871s)
* **L, Label them with a problem.** So what I'm hearing is ... you want this outcome and you haven't gotten it yet, is that about right? [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:31:43](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1903s)
* **O, Overview their past experiences.** What have they tried, why is it important, what has it cost them. He calls this the pain cycle: you temporarily raise their deprivation around the outcome before you sell. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:32:14](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1934s)
* **S, Sell the vacation, not the plane flight.** Talk about Maui, not TSA, bags and seats. Usually a three point pitch; anything can be chunked into three things the prospect agrees they need to succeed. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:33:17](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=1997s) [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:21](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2061s)
* **E, Explain away concerns.** The reasons not to buy are usually: specifics of the program, time, money, decision maker (handing authority to someone else), or avoiding the decision for fear of a mistake. Know how to handle all five. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:21](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2061s)
* **R, Reinforce the decision.** The next 24 hours after purchase are crucial; most customers judge a business on the first 24 hours. Promise what happens next and deliver faster than promised. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:34:52](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2092s)
* Why it matters: it is simple enough to teach. In his gym days, seeing someone else close a sale using the framework without him was when he realized this may actually be a business. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:35:24](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2124s)
* Caution he gives: a workshop guest asked him to go over CLOSER, but his close rate was 40%, so sales was not the constraint. Fix the real constraint first. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:12:29](https://www.youtube.com/watch?v=KhFlD54nQrY&t=749s)

### 2. The 3A reframing framework (Acknowledge, Associate, Ask; video sourced, not a book framework)
* Reframing = the one to three sentences that you say after a prospect says anything but yes that raise the odds the next thing you say gets them to buy. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:00:00](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=0s)
* The person asking the questions is the one who's in control. Answer a trap question with a question about the question (Which certifications are you looking for specifically?). [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:00:32](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=32s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:01:05](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=65s)
* The best closers ask for the sale more times than anyone else, so each ask must not cost rapport. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:02:41](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=161s)
* Steps: acknowledge what they said, make a positive association, then ask your next question. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:49](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=649s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:11:22](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=682s)
* Examples he gives: I need to think about it becomes Totally understand. What are the main things you're considering?... What would it take for you to say yes? Timing objection becomes smart that you're already thinking about implementation... what would make it a good time? Spouse objection becomes what parts do you think they wouldn't like? [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:16](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=616s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:49](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=649s) [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:11:22](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=682s)
* If you don't know how to answer the question you can always ask more questions about their question. [After Closing 4000+ Sales, I Discovered a New Method to Close Deals Faster (2024-10-09), 00:10:16](https://www.youtube.com/watch?v=RVbvhPGFi6E&t=616s)

### 3. Onion of blame (objection map, from the 4 hour sales guide; video sourced)
* Prospects blame from the outside in: circumstances (time, money), then other people (spouse, kids, employees), then self. The objection tells you how close you are. A prospect who says they have to think about it is the decision maker. [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:22:51](https://www.youtube.com/watch?v=JE2_7elAcxM&t=1371s)
* Three big buckets: circumstances, others, self (avoidance or stall). [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:23:58](https://www.youtube.com/watch?v=JE2_7elAcxM&t=1438s)
* On price nerves: if you're not getting gasps you're not going high enough, you can always walk down. [How to Sell Better than 99% Of People (4 HOUR ULTIMATE GUIDE) (2024-07-31), 00:03:17](https://www.youtube.com/watch?v=JE2_7elAcxM&t=197s)

### 4. Diagnostic sale
* Steps he lays out: current state, desired state, the obstacle, then present the desired state and your vehicle to get past the obstacle. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:00:32](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=32s) [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:01:03](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=63s)
* If you win the argument in a sale you lose the sale. It is harder to get a yes after price is presented, so handle doubts before. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:02:40](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=160s) [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:03:12](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=192s)
* In his story, the new process took what people paid from 200 to 800 (4X LTV) without changing the core service. [10x Revenue with 1 New Sales Process (You Can Steal It) (2024-05-18), 00:03:46](https://www.youtube.com/watch?v=1UhvBSQFy6A&t=226s)

### 5. Running a sales team
* Scaled a team with BDRs (setters) feeding closers; BDR on target earnings he cites: about 40 grand if they hit all commissions. [How I Scaled My Sales Team [Compensation, Recruiting & Training] (2022-01-19), 00:24:48](https://www.youtube.com/watch?v=okA9Yt2KZuk&t=1488s)
* Closers are promoted from setters try or die: two weeks to show they can close. [How I Scaled My Sales Team [Compensation, Recruiting & Training] (2022-01-19), 00:26:58](https://www.youtube.com/watch?v=okA9Yt2KZuk&t=1618s)
* Speed to lead as a single 12 week focus: go from contacting leads within 30 minutes to 5 minutes. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:41:00](https://www.youtube.com/watch?v=KhFlD54nQrY&t=2460s)

### 6. What the best salespeople do differently (Sales Was Hard Until I Understood These 9 Concepts)
* He has never seen the top salesperson in a company also work the fewest hours. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:00:34](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=34s)
* Always book a meeting from the meeting. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:07:32](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=452s)
* They don't take rejection personally and do more outreach and follow up attempts between calls; the CRM shows it correlates with calls taken. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:07:32](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=452s)
* They keep a kill list of the best prospects somewhere visible, not just in the CRM. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:08:03](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=483s)
* They create their own opportunities with referrals; his favorite ask is who do you know, because it can't be answered yes or no. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:08:35](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=515s)
* The best salespeople take notes and prepare; the big guys had the reputation the small guys went through preparation (auto caption wording). [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:16:12](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=972s)
* Looping: resolve the concern and ask again. [Sales Was Hard Until I Understood These 9 Concepts (2024-06-21), 00:37:43](https://www.youtube.com/watch?v=cy2k1GdA-9o&t=2263s)
* His early sales story: he learned by doing about 4,000 one on one sales (from his CRM), and in his experience simplicity is what scales (auto captions garble this line). [I Taught 116+ Salesmen My Closing Framework (2021-06-02), 00:03:16](https://www.youtube.com/watch?v=q32-l3Yoqg4&t=196s) [I Taught 116+ Salesmen My Closing Framework (2021-06-02), 00:04:52](https://www.youtube.com/watch?v=q32-l3Yoqg4&t=292s)

### 7. Educate before the sit down (dental practice case)
* Have prospects watch a short video sales letter (VSL) before they sit down, for example while they wait: name the pains, show your process, then proof for different avatars, and answer the common objections ahead of time (what people think, why it's wrong, what's true, proof). You basically never sell less with a VSL. [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:18:50](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1130s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:19:21](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1161s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:19:52](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1192s) [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:20:25](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1225s)
* Qualification makes sure the right people show up; education makes sure they show up ready to buy. If sales takes too many calls or too many questions, educate more ahead of time. [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:21:30](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1290s)

### 8. Obstacles vs objections, and the "when then" fallacy (The Best Sales Training On The Internet, 2022)
* Two principles he opens with: people want to believe you, so help their logical brain justify the decision; and selling happens before you ask for the sale. [The Best SALES TRAINING On The Internet (2022-05-03), 00:07:35](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=455s)
* Obstacles come up before the ask and are easy to confront then; once you've asked, they become objections (disagreement), which are harder. [The Best SALES TRAINING On The Internet (2022-05-03), 00:21:34](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=1294s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:22:41](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=1361s)
* The when then fallacy: a prospect who says they will do Y once they have X flips the sequence (waiting for more time, which the program would help with). He handles it with absurd parallels, like someone waiting to get rich before they start saving money. [The Best SALES TRAINING On The Internet (2022-05-03), 00:35:33](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2133s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:36:06](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2166s) [The Best SALES TRAINING On The Internet (2022-05-03), 00:37:09](https://www.youtube.com/watch?v=NcD2t9qt-fM&t=2229s)

### 9. Sales masterclass notes (How To Think Like The Top 1%, 2026)
* Competition is horizontal, not vertical (plumbers versus plumbers). [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:02:43](https://www.youtube.com/watch?v=noE1MQPMvAc&t=163s) [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:03:15](https://www.youtube.com/watch?v=noE1MQPMvAc&t=195s)
* More is the highest risk adjusted return move that you can make in a business. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:09:44](https://www.youtube.com/watch?v=noE1MQPMvAc&t=584s)
* Go slow to go fast: do it the right way, manually, first. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:25:56](https://www.youtube.com/watch?v=noE1MQPMvAc&t=1556s)
* Before the appointment, make sure they watched the thank you page video, and remind them. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:45:23](https://www.youtube.com/watch?v=noE1MQPMvAc&t=2723s)
* The discovery process is the most important part of the sale. [How To Think Like The Top 1% | Sales Masterclass (2026-08-19), 00:51:56](https://www.youtube.com/watch?v=noE1MQPMvAc&t=3116s)

### 10. Ultimate Sales Blueprint (The Ultimate Sales Training for 2026, full course)
* He opens with six elements, starting with sales multipliers. First multiplier: sell seven days a week; prospects are often free after 5 pm and on weekends (in fitness he closed from 4 to 8 pm). [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:00:00](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=0s) [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:00:33](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=33s)
* Edify the closer when setting the call. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:39:21](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=2361s)
* Booking: look at your schedule and offer two openings that both work, which do you prefer, instead of asking them to pick a time. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 00:45:58](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=2758s)
* Re engaging a cold pipeline: send a message to the old list (his example: 200 people) and expect a handful to re engage. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:12:09](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=4329s)
* Childlike curiosity: you want to understand not win; if someone doesn't buy, get curious instead of hard closing. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:31:49](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=5509s)
* Handle concerns earlier in the sale, before you ask for money. [The Ultimate Sales Training for 2026 [Full Course] (2025-01-04), 01:38:17](https://www.youtube.com/watch?v=StVqS0jD7Ls&t=5897s)

### 11. Ghost products and future pacing (My Best Sales Tactic)
* Ghost products (he first called them sacrificial lambs): recommend that the buyer get one item cheaper somewhere else. Acting in their interest instead of yours earns trust fast; he ended up not even carrying those items. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:01:05](https://www.youtube.com/watch?v=bx48qPlaGvE&t=65s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:09](https://www.youtube.com/watch?v=bx48qPlaGvE&t=129s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:41](https://www.youtube.com/watch?v=bx48qPlaGvE&t=161s)
* The difference between manipulation and help is intention. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:02:41](https://www.youtube.com/watch?v=bx48qPlaGvE&t=161s)
* Before you ask, give them a vision of using it: exactly how and when, tied to a habit they already have (put it next to the toothbrush). [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:03:44](https://www.youtube.com/watch?v=bx48qPlaGvE&t=224s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:04:16](https://www.youtube.com/watch?v=bx48qPlaGvE&t=256s)
* If they're on a budget, offer to order the items by importance: what they absolutely need versus nice to have. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:05:22](https://www.youtube.com/watch?v=bx48qPlaGvE&t=322s)
* Do lots of low ticket transactions early for reps; walk around the table psychologically so you're deciding together. [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:06:56](https://www.youtube.com/watch?v=bx48qPlaGvE&t=416s) [My Best Sales Tactic (to Make a TON of Money) (2022-09-18), 00:08:01](https://www.youtube.com/watch?v=bx48qPlaGvE&t=481s)

### 12. Sell the vacation, not the plane flight (30 Minutes of Sales Training, 2022)
* Sell the final destination (Maui), not the steps (TSA, modules, macros); get them to understand what they'll experience, not how. [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:06:23](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=383s) [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:09:35](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=575s)
* His call scripting covers the common objections: price, stalls and decision maker. He handles price with value and decision maker with past agreements. [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:10:40](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=640s) [30 Minutes of sales training that will explode your business in 2022 (2022-01-21), 00:12:46](https://www.youtube.com/watch?v=oi7bnS8uyJM&t=766s)


---

# FILE: hiring.md

## Hiring and managing people (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. Internal five core functions (recruit like you acquire customers)
* External core functions (credited to a mentor he names): lead generation, lead nurture, sales, fulfillment, retention and ascension. [How I recruit the best employees in the world... (2021-11-15), 00:00:32](https://www.youtube.com/watch?v=Lxp-e5NionA&t=32s)
* His internal mirror: application generation, application nurture, interviewing (which is still selling), training (fulfillment for employees), retention and ascension of talent. [How I recruit the best employees in the world... (2021-11-15), 00:01:35](https://www.youtube.com/watch?v=Lxp-e5NionA&t=95s) [How I recruit the best employees in the world... (2021-11-15), 00:03:11](https://www.youtube.com/watch?v=Lxp-e5NionA&t=191s) [How I recruit the best employees in the world... (2021-11-15), 00:04:50](https://www.youtube.com/watch?v=Lxp-e5NionA&t=290s) [How I recruit the best employees in the world... (2021-11-15), 00:05:56](https://www.youtube.com/watch?v=Lxp-e5NionA&t=356s)
* The same ways you get customers (paid ads, earned media, owned media, manual outbound, affiliates, word of mouth, as he listed them in 2021) also get applicants. [How I recruit the best employees in the world... (2021-11-15), 00:02:08](https://www.youtube.com/watch?v=Lxp-e5NionA&t=128s)
* He says high quality candidates find a job within 8 days, so slow follow up on applications loses them. [How I recruit the best employees in the world... (2021-11-15), 00:03:11](https://www.youtube.com/watch?v=Lxp-e5NionA&t=191s)
* Give a clear path (titles, pay increases tied to milestones); without a visible future an employee is a ticking time bomb. [How I recruit the best employees in the world... (2021-11-15), 00:08:34](https://www.youtube.com/watch?v=Lxp-e5NionA&t=514s)

### 2. Who to hire first: buy back your time
* Map your stack of time. Find the lowest cost activity that takes the highest percentage of your time and hand that off first. [This first hire nearly bankrupt me...but was worth it.. (2021-11-01), 00:00:34](https://www.youtube.com/watch?v=aOUK4DG0-kM&t=34s) [This first hire nearly bankrupt me...but was worth it.. (2021-11-01), 00:01:07](https://www.youtube.com/watch?v=aOUK4DG0-kM&t=67s)
* His question for the owner: how can you get the most time back for the least amount of money? Entrepreneurship is buying back time. [This first hire nearly bankrupt me...but was worth it.. (2021-11-01), 00:02:14](https://www.youtube.com/watch?v=aOUK4DG0-kM&t=134s)
* Usual early order for an unfunded business: an admin or helper first, then someone to help with fulfillment once the service is productized. [This first hire nearly bankrupt me...but was worth it.. (2021-11-01), 00:03:55](https://www.youtube.com/watch?v=aOUK4DG0-kM&t=235s) [This first hire nearly bankrupt me...but was worth it.. (2021-11-01), 00:04:26](https://www.youtube.com/watch?v=aOUK4DG0-kM&t=266s)

### 2b. The first five hires
* Rule of thumb order he gives: admin help, help with delivery, a sales role (someone to run intro calls so you only close), marketing assist, a fractional bookkeeper, then an IT or tech person; after that the core team Christmas trees down. Not hard rules; ask how much value you make per dollar versus what the hire costs. [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:01:03](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=63s) [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:02:07](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=127s) [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:03:10](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=190s) [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:07:54](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=474s)
* Hiring to free your time only helps if you use that time to add value; otherwise margins fall. [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:04:13](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=253s)
* Choose which debt to take on in what order (money up front vs fixing CRM, financials or an inexperienced management team later). [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:06:19](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=379s) [The first 5 hires EVERY entrepreneur should make...or go broke... (2022-02-23), 00:07:22](https://www.youtube.com/watch?v=7NqsFh5ej0w&t=442s)

### 3. Manager triangle: why people don't do what you want
* Builds on Andy Grove (High Output Management). Three reasons: they don't know you want it, they don't know how, or they aren't motivated. [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:01:39](https://www.youtube.com/watch?v=IMowPVgcWbA&t=99s) [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:02:10](https://www.youtube.com/watch?v=IMowPVgcWbA&t=130s) [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:05:19](https://www.youtube.com/watch?v=IMowPVgcWbA&t=319s)
* Communication cadence signals importance: meet twice a day about a metric and they treat it as important; once a quarter and they won't. [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:03:14](https://www.youtube.com/watch?v=IMowPVgcWbA&t=194s)
* Script: ask whether they didn't know what you wanted, don't know how, or aren't motivated. [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:06:22](https://www.youtube.com/watch?v=IMowPVgcWbA&t=382s) [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:06:53](https://www.youtube.com/watch?v=IMowPVgcWbA&t=413s)
* Check incentives: if they are paid on four other things and not this one, expect low motivation. Explain the purpose (how CRM notes help finance and sales). [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:08:29](https://www.youtube.com/watch?v=IMowPVgcWbA&t=509s) [The SIMPLE Managerial Framework that changed my business (2022-07-05), 00:09:00](https://www.youtube.com/watch?v=IMowPVgcWbA&t=540s)

### 4. Role of HR and pay (his HR story)
* An over staffed HR director spent about 90 days of resources raising pay, which he calls a terrible decision. [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:01:44](https://www.youtube.com/watch?v=cemduJKQl5w&t=104s) [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:03:58](https://www.youtube.com/watch?v=cemduJKQl5w&t=238s)
* Your job is not to make employees happy. Employees are not your customers; the company is. [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:05:36](https://www.youtube.com/watch?v=cemduJKQl5w&t=336s) [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:26:04](https://www.youtube.com/watch?v=cemduJKQl5w&t=1564s)
* Marketing, sales and product are core; IT, HR, finance and legal are operations that must happen but support the core. [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:10:34](https://www.youtube.com/watch?v=cemduJKQl5w&t=634s)
* Pay based on value provided; a superstar salesperson may be worth a big raise because replacing them is costly. [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:13:19](https://www.youtube.com/watch?v=cemduJKQl5w&t=799s) [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:25:32](https://www.youtube.com/watch?v=cemduJKQl5w&t=1532s)
* A strong core culture makes new people assimilate or are rejected. [Recruiting and Hiring Tips - How to Hire The Best Employees (2021-01-28), 00:22:41](https://www.youtube.com/watch?v=cemduJKQl5w&t=1361s)

### 5. When to fire (official free PDF)
* Fire for: not meeting standards, tearing down the team or not living the values, ignoring rules after time to correct, apathy, thriving on drama. Manage "up or out"; firing should never be a surprise; use counseling and a PIP with clear targets (except severe misconduct like theft). [Acquisition.com free PDF: when-to-fire-someone](https://www.acquisition.com/files/when-to-fire-someone.pdf)
* X posts: "Your business will grow faster from firing all the dumb people than it will from hiring more smart people." [X post 2026-10-03](https://x.com/AlexHormozi/status/2106176375950381344) and "Your worst person is your acceptable standard." [X post 2026-10-20](https://x.com/AlexHormozi/status/2112601462048227600)

### 6. Building a business that runs without you
* Beliefs to switch: a trained hire who learns your way without your mistakes might be 50% as good as you right away, and if the owner can do it right with part of their time, someone else can do it better with all of their time. [How to Build a Business That Runs Without You (2025-10-16), 00:17:13](https://www.youtube.com/watch?v=TLpLmhWqKEU&t=1033s)
* Look for A players who describe their role in metrics in as much detail as possible; he measures skill by the quality and quantity of metrics someone tracks. [How to Build a Business That Runs Without You (2025-10-16), 00:23:09](https://www.youtube.com/watch?v=TLpLmhWqKEU&t=1389s)
* Interview more people than you think you should; group interviews for front line roles (maybe up to manager) save time and let you read people quickly. [How to Build a Business That Runs Without You (2025-10-16), 00:25:17](https://www.youtube.com/watch?v=TLpLmhWqKEU&t=1517s)
* He calls overexpansion one of the number one reason[s] people go out of business. [How to Build a Business That Runs Without You (2025-10-16), 00:23:09](https://www.youtube.com/watch?v=TLpLmhWqKEU&t=1389s)

### 7. Traits are trainable skills
* People skills really means about a hundred micro skills (like smiling when someone walks in), and each can be trained. [How to Get Ahead of 99% of People (2023-07-05), 00:02:09](https://www.youtube.com/watch?v=Nh8Oc7ERdIU&t=129s)
* Traits people say the best are born with are simply buckets of smaller skills; deal only with what you can measure and observe, which makes teaching simpler. [How to Win (At ANYTHING) (2023-12-09), 00:11:06](https://www.youtube.com/watch?v=MNll1BaskLA&t=666s) [How to Win (At ANYTHING) (2023-12-09), 00:13:17](https://www.youtube.com/watch?v=MNll1BaskLA&t=797s)
* Intelligence is rate of learning: the phone rings with no script and nothing changes, versus someone who adjusts each time. Confidence is domain specific, so practice in the exact situation. [How to Win (At ANYTHING) (2023-12-09), 00:17:47](https://www.youtube.com/watch?v=MNll1BaskLA&t=1067s) [How to Win (At ANYTHING) (2023-12-09), 00:19:57](https://www.youtube.com/watch?v=MNll1BaskLA&t=1197s)
* Collaboration breaks down into skills too: recruiting, recognizing talent, onboarding, training, managing. [How to Get Ahead of 99% of People (2023-07-05), 00:21:22](https://www.youtube.com/watch?v=Nh8Oc7ERdIU&t=1282s)


---

# FILE: content.md

## Content and brand (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. Content is one of the Core Four
* Posting content = one to many, to people who know you. It is how he got his first gym clients (client posts plus testimonials, then messaging people who engaged). [$100M Leads Launch (2023-08-19), 00:14:54](https://www.youtube.com/watch?v=k834E6OTGTM&t=894s) [$100M Leads Launch (2023-08-19), 00:15:26](https://www.youtube.com/watch?v=k834E6OTGTM&t=926s)
* When you promote something, post more regular content around it, not less (book launch: 2,200 posts including 143 lead posts). [$100M Leads Launch (2023-08-19), 00:15:59](https://www.youtube.com/watch?v=k834E6OTGTM&t=959s) [$100M Leads Launch (2023-08-19), 00:16:32](https://www.youtube.com/watch?v=k834E6OTGTM&t=992s)
* Scale is flexible: from one post a week to 250 posts a week... It works the same. [$100M Leads Launch (2023-08-19), 00:17:38](https://www.youtube.com/watch?v=k834E6OTGTM&t=1058s)

### 2. Hook, Retain, Reward
* Use the same content framework in every post to maximize the likelihood that the creator hooks, retains, and rewards people for clicking, consuming, and coming back. [$100M Leads Launch (2023-08-19), 00:16:32](https://www.youtube.com/watch?v=k834E6OTGTM&t=992s)
* Hook ideas from the Leads course (Mozi Media content method): topics, your recent past (he checks his calendar for material), odd or rare events, and formats that rewarded the audience before. [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:06:52](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:07:51](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:14:38](https://www.acquisition.com/training/leads5) [Acquisition.com $100M Leads Course: Mozi Media Content Method Pt I, 00:15:44](https://www.acquisition.com/training/leads5)
* Most time on the opening seconds; model the first 3 seconds of winners, visually and verbally. [13 Years of Marketing Advice in 85 Mins (2024-05-31), 00:19:56](https://www.youtube.com/watch?v=reisEL_D7xc&t=1196s) [14 Years of Marketing Advice in 35 Minutes (2025-05-07), 00:02:09](https://www.youtube.com/watch?v=JDR-R--4HhM&t=129s)

### 3. Personal brand: the personal part comes first
* Everyone forgets the personal part: real skills, accomplishments, or takes worth watching. No one cares about your opinion until they know it's worth something. [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:00:32](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=32s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:01:03](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=63s)
* If you haven't accomplished much: show the work. Document 1,000 outreach attempts or 10,000 doors knocked. [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:02:40](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=160s)
* People want speed in educational content (the CliffNotes). [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:01:36](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=96s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:02:08](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=128s)

### 4. Branding = association
* A brand is associating you with something else; consistency builds it (his flannel or tank top every day, Jobs' black turtleneck). [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:03:12](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=192s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:03:44](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=224s)
* Process: pick an avatar (ideally a growing market in pain that can afford you), find what they like, then associate your brand with it: make content about it, make free and paid products they like, appear next to people they like. [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:04:16](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=256s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:04:47](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=287s)
* No association is good or bad in itself, only good or bad for your ideal customer (Bud Light and Budweiser with UFC examples). [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:05:20](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=320s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:05:53](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=353s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:06:27](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=387s)
* Virtuous cycle of branding: what you say is level one; the product must match the promise so customers' word of mouth reinforces it. [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:09:43](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=583s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:10:14](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=614s) Also: keep promises, under promise and over deliver, and the brand reinforces itself. [10x Your Profit. 10x Your Pricing. 10x Your Business. [Here's how] (2024-06-04), 00:29:30](https://www.youtube.com/watch?v=9unucIBuNio&t=1770s)
* Defend the belt: big brands stay relevant with public stakes and big events (he cites his book launches). Create stakes. [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:10:46](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=646s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:12:53](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=773s) [How I Would Build a Personal Brand in 2027 (If I Had to Start Over) (2026-10-23), 00:15:31](https://www.youtube.com/watch?v=5rOIS7GHD5Y&t=931s)

### 5. SPCL: status, power, credibility, likeness (why audiences comply; video sourced, not a book framework)
* He defines influence by what you can observe: status (controlling a scarce resource, like a bartender), power (say do correspondence: you said, they did, a good thing happened), credibility (third party proof), likeness (relatability). Stacked together they give the most influence, and influence is domain specific. [My Actual Social Media Strategy For 2026 (2025-10-18), 00:00:32](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=32s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:01:37](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=97s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:03:15](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=195s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:04:18](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=258s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:04:50](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=290s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:10:48](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=648s)
* Just be you. There's zero ROI in trying to be or act in a way that is different than who you are. [My Actual Social Media Strategy For 2026 (2025-10-18), 00:06:28](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=388s)
* Depth of trust by format: in his story, shorts get some applause, long form more, live streams the most. [My Actual Social Media Strategy For 2026 (2025-10-18), 00:13:29](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=809s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:14:00](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=840s) [My Actual Social Media Strategy For 2026 (2025-10-18), 00:16:08](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=968s)
* He reports posting 35,000 pieces of content in the year. [My Actual Social Media Strategy For 2026 (2025-10-18), 00:00:00](https://www.youtube.com/watch?v=dMZ-n2KSlxE&t=0s)

### 6. Make content for buyers, not for views (his own playbook)
* The videos that got the most views were not the ones that made the most money; most creators are not building media businesses, they are using content to build a business. [How to become rich with social media (my exact playbook) (2026-09-25), 00:00:31](https://www.youtube.com/watch?v=21flGkcZO3A&t=31s) [How to become rich with social media (my exact playbook) (2026-09-25), 00:01:02](https://www.youtube.com/watch?v=21flGkcZO3A&t=62s)
* Going bigger and broader to catch more people did not pay the way he expected; there are far fewer of the most valuable people than the least valuable. [How to become rich with social media (my exact playbook) (2026-09-25), 00:02:08](https://www.youtube.com/watch?v=21flGkcZO3A&t=128s) [How to become rich with social media (my exact playbook) (2026-09-25), 00:09:10](https://www.youtube.com/watch?v=21flGkcZO3A&t=550s)
* Make videos for your buyers: look at the top 20% of customers by spend, find what they have in common and the problems and messages they had, and make content on that. [How to become rich with social media (my exact playbook) (2026-09-25), 00:09:41](https://www.youtube.com/watch?v=21flGkcZO3A&t=581s)
* Keep a master sheet of your best content of all time (the pieces that convince people to buy), plus the questions people ask on sales calls; sales can send those pieces between calls, and hooks that worked organically can be tested in paid ads and cold emails. [1.2M Followers in 6 Months… My Content Marketing Strategy REVEALED (2022-08-02), 00:04:15](https://www.youtube.com/watch?v=MD5-HByRxoA&t=255s) [1.2M Followers in 6 Months… My Content Marketing Strategy REVEALED (2022-08-02), 00:04:46](https://www.youtube.com/watch?v=MD5-HByRxoA&t=286s)
* He has the owner ask how narrowly they can define the problem they solve, so that in that tiny world, in that pond, they are king. [1.2M Followers in 6 Months… My Content Marketing Strategy REVEALED (2022-08-02), 00:09:36](https://www.youtube.com/watch?v=MD5-HByRxoA&t=576s)

### 7. Trust economy: proof and the truth
* Education is the door: content that teaches your type of customer to solve their specific problem is content that drives commerce. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:10:50](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=650s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:11:21](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=681s)
* Proof is the pudding; do things in reality and document them truthfully. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:11:54](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=714s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:12:25](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=745s)
* The truth sells the most... But, it has to be the whole truth. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:14:34](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=874s)
* In a world where AI can duplicate anything, focus on proof and demonstration; bring the customer in and show it. [The New Way of Making Content In The Age of AI (2026-05-26), 00:07:32](https://www.youtube.com/watch?v=XsWSvz-aewA&t=452s) [The New Way of Making Content In The Age of AI (2026-05-26), 00:10:47](https://www.youtube.com/watch?v=XsWSvz-aewA&t=647s)

### 8. Content production as manufacturing (Elon's algorithm, as he applies it; video sourced)
* Steps as he lists them: question the requirements, delete stupid requirements, simplify (get the most for the least), speed up the cycle, then automate. Example: his team cut color grading because nobody could show it mattered. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:01:07](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=67s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:02:45](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=165s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:05:27](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=327s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:09:48](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=588s)
* The only thing that is more efficient than automation is elimination. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:08:45](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=525s)
* His meeting close: who, what, when; then ask why it can't be done earlier. [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:06:35](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=395s) [My Actual Social Media Strategy For 2027 - The Algorithm (2026-08-15), 00:07:41](https://www.youtube.com/watch?v=ZTSI3DDP_4A&t=461s)

### 9. Branding deep dive ($100M CEO Explains How to Build A Brand)
* Advertising is letting people know about your stuff; branding is the pairing that happens. [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:06:37](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=397s)
* Good branding is a deliberate pairing of a business with good outcomes for its ideal customers; what you pair with decides who pays attention and whether they move toward you or away. [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:10:00](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=600s)
* He uses livestock branding as the earliest example: an unknown brand on a cow means nothing until people learn what it stands for. [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:11:08](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=668s) [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:15:39](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=939s)
* Three brand metrics: influence (does it change behavior), direction (toward or away), and how many people it changes. [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:27:45](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=1665s) [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:28:17](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=1697s)
* Good branding also drives loyalty: people buy more stuff more times. [$100M CEO Explains How to Build A Brand in 2024 (2024-04-20), 00:18:56](https://www.youtube.com/watch?v=VQM3DrnVTcs&t=1136s)

### 10. Growing and monetizing an audience (If I Wanted To Grow An Audience In 2026, a compilation)
* Pick metrics you can see daily or hourly so you get many feedback loops instead of one a year. [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 01:05:24](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=3924s)
* Four ways to monetize an audience: affiliates (paid after you make sales), sponsorships or endorsements (paid first), partnerships (usually for equity), and starting your own brand. The behavior is about the same in the first three; only the pay differs. [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 02:00:10](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=7210s) [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 02:00:44](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=7244s) [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 02:01:19](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=7279s)
* The same video repeats his branding and SPCL material (sections 4, 5 and 9 above). [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 00:03:16](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=196s) [If I Wanted To Grow An Audience In 2026, I'd Do This (2026-03-14), 01:37:46](https://www.youtube.com/watch?v=Jmkq5RLjm0U&t=5866s)


---

# FILE: scaling.md

## Scaling (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. The Scaling Roadmap (official free course)
* Ten stages by headcount, as listed on the course page: Improvise (0), Monetize (0 to 1), Advertise (0 to 1), Stabilize (1 to 4), Prioritize (5 to 9), Productize (10 to 19), Optimize (20 to 49), Categorize (50 to 99), Specialize (100 to 249), Capitalize (250 to 500). Each stage has one constraint to fix. [Acquisition.com Scaling Roadmap: Start Here](https://www.acquisition.com/training/scalingstart) [Acquisition.com Scaling Roadmap: Context, 00:09:20](https://www.acquisition.com/training/context)
* Improvise: headcount one, it's just you, your job is to figure it out; to graduate he strongly recommends giving something valuable away for free (an assessment that reveals a problem, or one step of a multi step service). [Acquisition.com Scaling Roadmap: Improvise, 00:00:36](https://www.acquisition.com/training/improvise) [Acquisition.com Scaling Roadmap: Improvise, 00:01:40](https://www.acquisition.com/training/improvise) [Acquisition.com Scaling Roadmap: Improvise, 00:02:44](https://www.acquisition.com/training/improvise)
* Advertise stage uses the Core Four and the rule of 100. [Acquisition.com Scaling Roadmap: Scaling Course Advertise, 00:03:29](https://www.acquisition.com/training/advertise)
* Categorize: scale the same Core Four channel to a new placement (Meta story ads instead of newsfeed) before new channels. [Acquisition.com Scaling Roadmap: Categorize, 00:21:04](https://www.acquisition.com/training/categorize)
* The training hub's own advice: start with the Scaling Roadmap if you don't know where you're stuck; $100M Offers if people aren't buying, $100M Leads if not enough people know about you, $100M Money Models for more cash per customer. (Acquisition.com training page, https://www.acquisition.com/training, pulled 2026-10-31)

### 1b. Stage by stage constraints and how to graduate (Scaling Roadmap lessons)
Short summaries of the free course lessons (machine transcribed audio); watch the course for detail.
* Monetize (stage 1): fix the product until you can release a V1, use results from free users to sell paid ones, and set up a way to collect money to graduate. [Acquisition.com Scaling Roadmap: Monetize, 00:01:42](https://www.acquisition.com/training/monetize)
* Stabilize: fix the top customer complaint, set basic sales qualifications, onboard new customers properly, cut unused tools. [Acquisition.com Scaling Roadmap: Stabilize, 00:01:06](https://www.acquisition.com/training/stabilize)
* Prioritize: too many offerings; niche down to people like your best customers, track basic KPIs, raise speed to contact (availability correlated most with sales), get a basic CRM. [Acquisition.com Scaling Roadmap: Prioritize, 00:00:38](https://www.acquisition.com/training/prioritize)
* Productize: leads get expensive and expectations drift; add sales aids and weekly game tape, promote from within, set a termination process and a budget; graduate with a second premium product for existing customers. [Acquisition.com Scaling Roadmap: Productize, 00:07:22](https://www.acquisition.com/training/productize)
* Optimize: install incremental improvement for both products, segment customers, get granular financials; grow by doing everything better rather than doing more. [Acquisition.com Scaling Roadmap: Optimize, 00:02:15](https://www.acquisition.com/training/optimize)
* Specialize: prune features, grow the brand with standard messaging, route best leads to best closers, standardize hiring, renegotiate rates. [Acquisition.com Scaling Roadmap: Specialize, 00:01:38](https://www.acquisition.com/training/specialize)

* Applied case (couples coaching business at stage three, Stabilize): his first question is what problem the business is solving, and then whether it can be solved another way; offer the few things people really want and remove everything else. [If I Wanted To Scale A Service Business In 2026, Here's What I'd Do (2026-01-30), 00:05:15](https://www.youtube.com/watch?v=N5MExtki_VI&t=315s) [If I Wanted To Scale A Service Business In 2026, Here's What I'd Do (2026-01-30), 00:10:31](https://www.youtube.com/watch?v=N5MExtki_VI&t=631s)
* Lowest risk bet: run the play that already worked again, this time selling what you should have been selling. [If I Wanted To Scale A Service Business In 2026, Here's What I'd Do (2026-01-30), 00:23:53](https://www.youtube.com/watch?v=N5MExtki_VI&t=1433s)

### 1c. Four ways to package a service business
* Privately held chain (you own every location, front all capital and take all risk), franchise (outside investors buy in; he says you need to get past 100 locations to make real money), licensing (fee and systems without the brand; using brand, systems and fee as a license makes you an illegal franchise), and tech enabled service or software. For most service businesses it will be one of the first three. [The Only 4 Ways To Scale A Service Business (PICK ONE) (2021-10-18), 00:01:06](https://www.youtube.com/watch?v=O1As2zxy0es&t=66s) [The Only 4 Ways To Scale A Service Business (PICK ONE) (2021-10-18), 00:02:11](https://www.youtube.com/watch?v=O1As2zxy0es&t=131s) [The Only 4 Ways To Scale A Service Business (PICK ONE) (2021-10-18), 00:02:44](https://www.youtube.com/watch?v=O1As2zxy0es&t=164s) [The Only 4 Ways To Scale A Service Business (PICK ONE) (2021-10-18), 00:03:15](https://www.youtube.com/watch?v=O1As2zxy0es&t=195s) [The Only 4 Ways To Scale A Service Business (PICK ONE) (2021-10-18), 00:04:19](https://www.youtube.com/watch?v=O1As2zxy0es&t=259s)

### 1d. Retention: keep more customers
* Churn is a leaky bucket; churn drops dramatically with time, so the early period matters most. [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:00:00](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=0s) [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:03:13](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=193s)
* Ask people why they canceled and look for patterns (price, overwhelm, not using, missing feature, not what they expected); ask your best members why they stay. [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:05:24](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=324s) [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:06:31](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=391s)
* The number one reason people churn, outside of price, is overwhelm. Remove the friction, confusion and overwhelm. [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:09:14](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=554s) [How to Get Your Customers to Stay FOREVER (2026-03-24), 00:12:32](https://www.youtube.com/watch?v=-j8_YCWZ05Q&t=752s)
* Onboarding: customers form their first impression in the 24 to 48 hours after purchase. [Watch this to keep more customers (2024-08-28), 00:03:18](https://www.youtube.com/watch?v=afbP6sB_Atc&t=198s)
* Most customer problems are the same few things; script the answers. [Watch this to keep more customers (2024-08-28), 00:23:58](https://www.youtube.com/watch?v=afbP6sB_Atc&t=1438s)

### 2. Find the constraint first
* If you can't clearly state current state, desired state, obstacle, you're running around like a chicken with your head cut off. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:10:51](https://www.youtube.com/watch?v=KhFlD54nQrY&t=651s)
* A media company with huge traffic and no product: having any product beats polishing media from 97 to 98. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:11:24](https://www.youtube.com/watch?v=KhFlD54nQrY&t=684s) [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:11:56](https://www.youtube.com/watch?v=KhFlD54nQrY&t=716s)
* Workshop guest wanted CLOSER, but a 40% close rate meant sales wasn't the constraint. [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:12:29](https://www.youtube.com/watch?v=KhFlD54nQrY&t=749s)
* Pick one thing per department for 12 weeks (example: lead response from 30 minutes to 5). [13 Years Of Brutally Honest Business Advice in 90 Mins (2024-05-11), 00:41:00](https://www.youtube.com/watch?v=KhFlD54nQrY&t=2460s)

### 3. Do more of what works
* Before you even think about doing something new do 10 times more of what's already working. In two of three portfolio companies there is nothing stopping them from 10x'ing what already works. [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:35:56](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2156s) [13 Years of No BS Business Advice in 79 Mins (2024-08-09), 00:36:28](https://www.youtube.com/watch?v=oRMG_HpOAN4&t=2188s)
* More, Better, New ordering (see leads.md section 6). [Acquisition.com $100M Leads Course: More Better New, 00:11:36](https://www.acquisition.com/training/leads10)
* Don't spread across seven things: one cup fills and spills over faster than seven. [If I Wanted to Become a Millionaire In 2024, This is What I'd Do [FULL BLUEPRINT] (2023-11-08), 00:04:49](https://www.youtube.com/watch?v=VBoRLJimVzc&t=289s)

### 4. Hypothetical max (his "pi" equation)
* New customers per month divided by churn rate gives the size your business will level off at. Five new a month with 10% monthly churn caps at 50 clients unless you raise inflow or cut churn. [How to Scale Your Business Fast (2020-12-08), 00:02:42](https://www.youtube.com/watch?v=XZEjp2mP1U0&t=162s) [How to Scale Your Business Fast (2020-12-08), 00:03:52](https://www.youtube.com/watch?v=XZEjp2mP1U0&t=232s)
* It projects your current rate so you know where you are headed. [How to Scale Your Business Fast (2020-12-08), 00:04:56](https://www.youtube.com/watch?v=XZEjp2mP1U0&t=296s)

### 5. Four business shapes
* There are only four main types of businesses; knowing your shape drives how you scale. E-commerce: constraints are often cash (money for inventory) or traffic (ads stop performing past a point); distribution can be retail, ads or affiliates; it can scale relatively fast once you have the stuff; you may switch 3PLs as you scale. [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:00:00](https://www.youtube.com/watch?v=qsXxckCbci0&t=0s) [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:01:05](https://www.youtube.com/watch?v=qsXxckCbci0&t=65s) [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:01:38](https://www.youtube.com/watch?v=qsXxckCbci0&t=98s) [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:03:16](https://www.youtube.com/watch?v=qsXxckCbci0&t=196s) [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:03:48](https://www.youtube.com/watch?v=qsXxckCbci0&t=228s)
* Big brands earn more purchases and higher gross profit at premium prices; cash from them must be reinvested to expand. [How To Grow ANY Business FASTER (Masterclass) (2026-01-14), 00:10:49](https://www.youtube.com/watch?v=qsXxckCbci0&t=649s)

### 6. Cash flow as the growth engine
* A money model where 30 day gross profit is greater than 2 times CAC (same standard as money-models.md) removes cash as the limiter on growth (see money-models.md). [$100M Money Models Live Launch (2025-08-17), 00:12:10](https://www.youtube.com/watch?v=6_CCutkM11g&t=730s)
* Payback within 30 days is his goal. [The Mathematics of Business, Explained (2026-01-09), 00:29:26](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1766s)

### 7. Nail it before you scale; execution over plan
* People think they need to scale to make more money, but usually you need to nail it to make more money; scale when you have more money than you know what to do with. He calls this a big misconception, especially in brick and mortar. [This Video Should Be Required Viewing for Business Owners (2026-09-04), 00:24:10](https://www.youtube.com/watch?v=uaLNfijnp-8&t=1450s)
* Keep the main thing the main thing: added revenue can drop disproportionately to the bottom line, so growing the top line usually beats trimming costs. [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:27:00](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1620s) [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:27:32](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1652s)
* Fix by looking: find where people drop off (webinar) and watch the calls (discovery was weak), then fix that step. [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:28:04](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1684s)
* Execution over plan: a mediocre script executed exceptionally beats an amazing script nobody follows; watch game tape, roleplay, redo. [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:28:36](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1716s) [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:29:08](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1748s)
* Measurement as intervention: have people report a number (profit, show rate, close rate) and it tends to improve. [This Business Was Stuck. Here's How I Fixed It. (2024-10-30), 00:29:40](https://www.youtube.com/watch?v=4GQLJjH9-oA&t=1780s)

### 8. Ten things that unlock enterprise value (I Reverse Engineered the Perfect Business)
* He frames ten items, each unlocking another level of enterprise value. Ones in this transcript include: hire for a purpose (know why the person is coming in, look at track record), take the founder out of the marketing by edifying subject matter experts, don't sell one off time with the founder, do more and better of what works, automated metric tracking, and books that are ready for third party audit (a quality of earnings). [I Reverse Engineered the Perfect Business (2023-09-06), 00:02:45](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=165s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:09:15](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=555s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:17:19](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=1039s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:18:59](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=1139s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:24:30](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=1470s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:41:08](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=2468s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:56:19](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=3379s)
* Leadership check: if the owner left, would the business still get more customers next month, and would customers stay and keep paying? Each no is a leader you still need. He mentions a span of six straight months without him jumping back in, and coaching people to make the call themselves. [I Reverse Engineered the Perfect Business (2023-09-06), 00:10:17](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=617s) [I Reverse Engineered the Perfect Business (2023-09-06), 00:10:51](https://www.youtube.com/watch?v=HKbFUWJwEG0&t=651s)

### 9. Competitive moats (13 Ways to DESTROY Your Competition, Legally)
* He says any one of these moats can be enough; ones named in the transcript include network effects, exclusive rights to essential resources, government granted rights and licenses (down to a liquor license), scale and data advantages, owning the supply chain from click to close (vertical integration), brand, strategic pricing, distribution agreements, intellectual property, acquisitions of businesses around yours, and giving away what competitors charge for. [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:00:00](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=0s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:03:18](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=198s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:08:44](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=524s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:10:51](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=651s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:11:23](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=683s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:11:54](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=714s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:16:10](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=970s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:16:42](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=1002s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:23:48](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=1428s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:27:06](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=1626s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:30:16](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=1816s) [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:35:38](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=2138s)
* Brand as a moat works for small businesses that keep their promises and make clear associations over a long time. [13 Ways to DESTROY Your Competition (Legally) (2024-07-12), 00:16:10](https://www.youtube.com/watch?v=Lc8DNduiwKA&t=970s)

### 10. Maker time vs manager time (You're Wasting 80% of Your Time)
* Managers work in small slots where an empty slot is lost opportunity; makers need a few large uninterrupted chunks, one or two a day. A meeting in the middle of a maker block wrecks it. [You’re Wasting 80% of Your Time (here’s how to fix it) (2024-06-12), 00:01:39](https://www.youtube.com/watch?v=GIRkQQHzsxI&t=99s) [You’re Wasting 80% of Your Time (here’s how to fix it) (2024-06-12), 00:03:15](https://www.youtube.com/watch?v=GIRkQQHzsxI&t=195s) [You’re Wasting 80% of Your Time (here’s how to fix it) (2024-06-12), 00:04:51](https://www.youtube.com/watch?v=GIRkQQHzsxI&t=291s)
* He still keeps a manager day because it gives leverage on organizational decisions across the portfolio; pick the style that fits the moment instead of either or thinking. [You’re Wasting 80% of Your Time (here’s how to fix it) (2024-06-12), 00:14:32](https://www.youtube.com/watch?v=GIRkQQHzsxI&t=872s)

### 11. Work and focus principles (from his general advice videos)
* Most of success is doing the obvious thing for an uncommonly long period of time. [Watch these 55 minutes if you want to be a millionaire in 2022.. (2021-12-31), 00:10:59](https://www.youtube.com/watch?v=qxQIcDrre1E&t=659s)
* On chasing many ideas: all of them could have worked out, but none of them will work out if you pursue them all. [Watch these 55 minutes if you want to be a millionaire in 2022.. (2021-12-31), 00:17:28](https://www.youtube.com/watch?v=qxQIcDrre1E&t=1048s)
* He defines work as volume times leverage: how many times you do something and how much you get each time; early on you need far more volume. [No BS Advice to Get Rich Like the 1% (2024-11-27), 00:08:39](https://www.youtube.com/watch?v=oDK4g5na4Jw&t=519s)
* People model the plateau not the rise: copy what rich people did to get rich (act with urgency), not what they do after. [No BS Advice to Get Rich Like the 1% (2024-11-27), 00:23:50](https://www.youtube.com/watch?v=oDK4g5na4Jw&t=1430s)
* It's not 10,000 hours, but 10,000 iterations; iterations are a proxy for feedback loops, and without feedback it's virtually impossible to learn. [If I Wanted to Make My First $100K in 2026, I’d Do This (2026-03-04), 00:09:08](https://www.youtube.com/watch?v=jfW6gL6hKhk&t=548s) [If I Wanted to Make My First $100K in 2026, I’d Do This (2026-03-04), 00:09:40](https://www.youtube.com/watch?v=jfW6gL6hKhk&t=580s)
* Broke people delay pain instead of delaying gratification: pleasure now, pain later. His first step out of being broke is owning that everything in your life is your fault. [Advice I Wish Someone Gave Me When I Was Broke (2024-04-03), 00:13:04](https://www.youtube.com/watch?v=oys_fv25SYM&t=784s) [Advice I Wish Someone Gave Me When I Was Broke (2024-04-03), 00:46:05](https://www.youtube.com/watch?v=oys_fv25SYM&t=2765s)
* A money idea from the same video: bring something to people where it's convenient for them and they pay you more than they would to go find it. [Advice I Wish Someone Gave Me When I Was Broke (2024-04-03), 00:30:46](https://www.youtube.com/watch?v=oys_fv25SYM&t=1846s)
* With AI tools, let them generate and spend your time on QA, validation and tweaks. [Get RICH in the A.I. Revolution (2023) (2022-12-28), 00:17:16](https://www.youtube.com/watch?v=KYqEK_T_5M4&t=1036s)


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# FILE: money-models.md

## Money Models (Hormozi)

Study notes. Paraphrase and short quotes, each with a source link and timestamp. Acquisition.com course audio and YouTube captions are machine transcribed, so check the source before quoting word for word.

### 1. Definitions
* An offer is a problem you solve for money; a money model is a sequence of offers; a $100M money model gets customers to spend twice what you spent to get them within 30 days. [$100M Money Models Live Launch (2025-08-17), 00:12:10](https://www.youtube.com/watch?v=6_CCutkM11g&t=730s)
* The standard used in these notes: 30 day gross profit greater than 2 times CAC (Money Models course, CFA level 3, section 3b). Gross profit already nets out cost of goods, so COGS is not added again. Doing it removes cash as a limiter for growth. [$100M Money Models Live Launch (2025-08-17), 00:12:10](https://www.youtube.com/watch?v=6_CCutkM11g&t=730s) [$100M Money Models Live Launch (2025-08-17), 00:12:42](https://www.youtube.com/watch?v=6_CCutkM11g&t=762s)
* Most businesses lose money getting and serving new customers for a while; do that long enough and the business dies. [$100M Money Models Live Launch (2025-08-17), 00:11:36](https://www.youtube.com/watch?v=6_CCutkM11g&t=696s)
* Cash flow is the only thing that guarantees you can stay in business; 100 year old companies survived because they kept making money. [$100M Money Models Live Launch (2025-08-17), 00:13:14](https://www.youtube.com/watch?v=6_CCutkM11g&t=794s) [$100M Money Models Live Launch (2025-08-17), 00:13:47](https://www.youtube.com/watch?v=6_CCutkM11g&t=827s)
* Compounding: customers twice as valuable, twice as many, paying twice as fast = 8x growth. [$100M Money Models Live Launch (2025-08-17), 00:14:55](https://www.youtube.com/watch?v=6_CCutkM11g&t=895s)

### 2. The four offer types (mechanisms)
* Attraction offers (get people to buy, more cash up front), upsell offers (spend more), downsell offers (buy something if they say no), continuity offers (keep paying over time). [$100M Money Models Live Launch (2025-08-17), 00:12:42](https://www.youtube.com/watch?v=6_CCutkM11g&t=762s) [Alex Hormozi REVEALS the Secrets Behind $100M Money Models (2025-08-08), 00:08:15](https://www.youtube.com/watch?v=6G8cz2G0fsg&t=495s)
* One mechanism alone can get great results; they work for any business (special snowflake itis). [$100M Money Models Live Launch (2025-08-17), 00:16:29](https://www.youtube.com/watch?v=6_CCutkM11g&t=989s)
* Course lessons cover each named mechanism: Attraction (Win Your Money Back, Free Giveaways, Decoy Offers, Buy X Get Y, Pay Less Now Or Pay More Later, Free With Consumption), Upsell (Classic, Menu, Anchor, Rollover), Downsell (Payment Plans, Free Trials, Feature Downsells), Continuity (Continuity Bonus, Continuity Discounts, Waived Fee). [Acquisition.com $100M Money Models Course: Attraction Offers](https://www.acquisition.com/training/money/attraction-offers) [Acquisition.com $100M Money Models Course: Upsell Offers](https://www.acquisition.com/training/money/upsell-offers) [Acquisition.com $100M Money Models Course: Downsells](https://www.acquisition.com/training/money/downsells) [Acquisition.com $100M Money Models Course: Continuity Offers](https://www.acquisition.com/training/money/continuity-offers)

### 3. Named mechanisms as he described them in the live launch
* Free trial (the bad gym model): $100 per trial, 3 trials per $100 a month member, so $300 to get a member. [$100M Money Models Live Launch (2025-08-17), 00:18:06](https://www.youtube.com/watch?v=6_CCutkM11g&t=1086s)
* Win your money back: instead of a trial, the customer pays $500 up front and sets a goal; hit it and earn money back. [$100M Money Models Live Launch (2025-08-17), 00:18:40](https://www.youtube.com/watch?v=6_CCutkM11g&t=1120s)
* Continuity bonus: give something awesome free if they join continuity; the bonus is often worth more than the first payment. [$100M Money Models Live Launch (2025-08-17), 00:20:53](https://www.youtube.com/watch?v=6_CCutkM11g&t=1253s)
* Menu upsell, four parts: unsell what they don't need, prescribe what they do, ask A or B, make it easy to pay. [$100M Money Models Live Launch (2025-08-17), 00:23:39](https://www.youtube.com/watch?v=6_CCutkM11g&t=1419s)
* Pay less now or pay more later, and buy X get Y free (his handbooks free with 15 more copies) during the book launch. [$100M Money Models Live Launch (2025-08-17), 00:28:07](https://www.youtube.com/watch?v=6_CCutkM11g&t=1687s)
* Giveaways: a 7-day formula that puts strangers into buy mode. [$100M Money Models Live Launch (2025-08-17), 00:34:41](https://www.youtube.com/watch?v=6_CCutkM11g&t=2081s)
* Classic upsell: a problem reveal where customers realize they need your next thing right after buying. [$100M Money Models Live Launch (2025-08-17), 00:38:32](https://www.youtube.com/watch?v=6_CCutkM11g&t=2312s)
* Anchor upsell: a sticker shock option that makes the main thing look like a great deal. [$100M Money Models Live Launch (2025-08-17), 00:39:05](https://www.youtube.com/watch?v=6_CCutkM11g&t=2345s)
* Rollover upsell: customers apply what they paid toward the next offer. [$100M Money Models Live Launch (2025-08-17), 00:39:36](https://www.youtube.com/watch?v=6_CCutkM11g&t=2376s)
* Downsells: turn every no into cash instead of panic discounts. [$100M Money Models Live Launch (2025-08-17), 00:41:13](https://www.youtube.com/watch?v=6_CCutkM11g&t=2473s)

### 3b. From the free $100M Money Models course (machine transcribed)
* CAC = all the cost required to sell a new customer: ad spend, media buyer and creative payroll, software, sales commissions and salaries, managers. Separate media CAC from fully loaded CAC. With outbound, payroll is most of CAC. [Acquisition.com $100M Money Models Course: CAC, 00:00:01](https://www.acquisition.com/training/money/cac) [Acquisition.com $100M Money Models Course: CAC, 00:00:33](https://www.acquisition.com/training/money/cac)
* Gross profit: most businesses think they need cheaper leads when they need to make more per customer; CAC between competitors is usually similar, the big gap is how much customers are worth. [Acquisition.com $100M Money Models Course: Gross Profit, 00:00:34](https://www.acquisition.com/training/money/gross-profit) [Acquisition.com $100M Money Models Course: Gross Profit, 00:01:07](https://www.acquisition.com/training/money/gross-profit)
* Client financed acquisition (CFA), three levels (he notes this framing is not in the book). Source type: free course, machine transcribed audio: [Acquisition.com $100M Money Models Course: CFA, 00:00:01](https://www.acquisition.com/training/money/cfa)
  * Level 1: lifetime gross profit greater than CAC; if you don't have that then you don't have a business. [Acquisition.com $100M Money Models Course: CFA, 00:00:39](https://www.acquisition.com/training/money/cfa)
  * Level 2: 30 day gross profit greater than CAC, so short term credit (about 30 days on cards or credit lines) funds the next customer; you stay capped by your credit line, and operations usually become the constraint first. [Acquisition.com $100M Money Models Course: CFA, 00:01:19](https://www.acquisition.com/training/money/cfa) [Acquisition.com $100M Money Models Course: CFA, 00:01:54](https://www.acquisition.com/training/money/cfa) [Acquisition.com $100M Money Models Course: CFA, 00:02:31](https://www.acquisition.com/training/money/cfa) [Acquisition.com $100M Money Models Course: CFA, 00:03:10](https://www.acquisition.com/training/money/cfa)
  * Level 3 (the level he prefers): 30 day gross profit greater than two times CAC. One customer pays back their own cost and pays for the next one, so you are never being limited by money at all. He calls this the goal of the rest of the training. [Acquisition.com $100M Money Models Course: CFA, 00:03:10](https://www.acquisition.com/training/money/cfa) [Acquisition.com $100M Money Models Course: CFA, 00:03:43](https://www.acquisition.com/training/money/cfa)
* Feature downsell: lower the price by offering less quantity, less quality, or cutting optional parts. Remove things they don't value and drop price a lot and they get a great deal; remove things they love for a small price cut and they get a worse deal. [Acquisition.com $100M Money Models Course: Feature Downsells, 00:01:11](https://www.acquisition.com/training/money/feature-downsells) [Acquisition.com $100M Money Models Course: Feature Downsells, 00:01:49](https://www.acquisition.com/training/money/feature-downsells)
* Payment plans: selling the same thing with different payment terms. [Acquisition.com $100M Money Models Course: Payment Plans, 00:01:18](https://www.acquisition.com/training/money/payment-plans)
* Decoy offer example: a free 21 day transformation offered next to a premium unlimited version with a guarantee; people came for the free one and many bought the premium. [Acquisition.com $100M Money Models Course: Decoy Offers, 00:02:25](https://www.acquisition.com/training/money/decoy-offers) [Acquisition.com $100M Money Models Course: Decoy Offers, 00:02:58](https://www.acquisition.com/training/money/decoy-offers)

### 4. Unit economics rules of thumb (The Mathematics of Business)
* Rule of 100. [The Mathematics of Business, Explained (2026-01-09), 00:16:26](https://www.youtube.com/watch?v=A_tx40lNpf8&t=986s)
* Lead response: call your leads within 60 seconds. [The Mathematics of Business, Explained (2026-01-09), 00:21:50](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1310s)
* 70% sales calendar utilization as the sweet spot. [The Mathematics of Business, Explained (2026-01-09), 00:25:06](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1506s)
* Payback period: how fast you recover the cost of getting a customer; his goal is within 30 days. [The Mathematics of Business, Explained (2026-01-09), 00:28:53](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1733s) [The Mathematics of Business, Explained (2026-01-09), 00:29:26](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1766s)
* Gross margins: low margins usually mean a commoditized offer or a broken sales process. [The Mathematics of Business, Explained (2026-01-09), 00:33:12](https://www.youtube.com/watch?v=A_tx40lNpf8&t=1992s) [The Mathematics of Business, Explained (2026-01-09), 00:41:21](https://www.youtube.com/watch?v=A_tx40lNpf8&t=2481s)
* Lifetime gross profit and the six ways to raise it: see pricing.md section 2. [6 Hacks To Make More Money [Increase LTV] Without More Customers (2021-04-20), 00:02:08](https://www.youtube.com/watch?v=Q2VUuUGfpNY&t=128s)
* Upsells reverse the value equation: faster, easier, higher quality versions. [KEYNOTE: Small To BIG. The Big 4 Customer Acquisition Models. (2022-05-17), 01:15:44](https://www.youtube.com/watch?v=XwZH-lOKG9c&t=4544s)
* Netflix style recurring revenue (continuity) is its own video in this batch. [Netflix's Recurring Revenue Tactics Can Scale Any Business (2021-09-10)](https://www.youtube.com/watch?v=jOM0m34dxz4)

### 5. LTV to CAC (Business Owners: You NEED to Know This Number)
* When people say lifetime value they should mean lifetime gross profit: take out the cost of delivering. [Business Owners: You NEED to Know This Number (2024-06-30), 00:01:04](https://www.youtube.com/watch?v=jzKpAtzKQ54&t=64s)
* All his big wealth jumps came when this ratio was maximized; first year of Gym Launch he says it was 100 to 1 (spent $100,000, made $10 million). [Business Owners: You NEED to Know This Number (2024-06-30), 00:00:00](https://www.youtube.com/watch?v=jzKpAtzKQ54&t=0s) [Business Owners: You NEED to Know This Number (2024-06-30), 00:19:26](https://www.youtube.com/watch?v=jzKpAtzKQ54&t=1166s)
* Ways to raise LTV: a better version, a more version, a cheaper version, a fewer version, a cross sold version, lower cost of goods, get them to buy more, or raise the price. [Business Owners: You NEED to Know This Number (2024-06-30), 00:21:40](https://www.youtube.com/watch?v=jzKpAtzKQ54&t=1300s)
* Lower CAC by getting cheaper eyeballs or improving conversion after you've paid for the eyeball. [Business Owners: You NEED to Know This Number (2024-06-30), 00:23:48](https://www.youtube.com/watch?v=jzKpAtzKQ54&t=1428s)

### 6. Menu upsell in practice (How I Would Build a $10M Service Business, roofing case)
* He calls the menu upsell his favorite chapter in Money Models, for any transactional sale done in one conversation. [How I Would Build a $10M Service Business (If I Had to Start Over) (2026-08-29), 00:17:20](https://www.youtube.com/watch?v=o64cI6tebnU&t=1040s)
* Steps as he walks them: 1 unsell what they don't need (builds trust), 2 prescribe what they do need, 3 give an A or B choice (he calls it a fake choice that makes the close easier), 4 put it on the card already on file. [How I Would Build a $10M Service Business (If I Had to Start Over) (2026-08-29), 00:15:12](https://www.youtube.com/watch?v=o64cI6tebnU&t=912s) [How I Would Build a $10M Service Business (If I Had to Start Over) (2026-08-29), 00:15:43](https://www.youtube.com/watch?v=o64cI6tebnU&t=943s)

### 7. LTV to CAC targets by how automated you are (How I Would Build a Business in 2026)
* Three parts of a business: lead generation, conversion (sales) and delivery. If all three are automated, 3 to 1 works; if one is not automated, about 6 to 1; if two are not, 9 to 1 at minimum; if all three need people, over 12 to 1. [How I Would Build a Business in 2026 (If I Had to Start Over) (2025-06-12), 00:15:48](https://www.youtube.com/watch?v=i7bLRKwKSms&t=948s) [How I Would Build a Business in 2026 (If I Had to Start Over) (2025-06-12), 00:16:21](https://www.youtube.com/watch?v=i7bLRKwKSms&t=981s)
* He limits payback to 30 days because that's typically as long as most small businesses can handle cash flow wise. [How I Would Build a Business in 2026 (If I Had to Start Over) (2025-06-12), 00:08:08](https://www.youtube.com/watch?v=i7bLRKwKSms&t=488s)
* One way to raise value: sell something different, not more or better (a burger with fries rather than a bigger burger). [How I Would Build a Business in 2026 (If I Had to Start Over) (2025-06-12), 00:21:08](https://www.youtube.com/watch?v=i7bLRKwKSms&t=1268s)