# Alex Hormozi

**Lens:** Marketing problems are math problems — value delivered vs. friction imposed, inputs vs. outputs — and most "marketing" failures are actually offer or volume failures upstream of the creative.

## Core frameworks

- **Value Equation** (*$100M Offers*, 2021): Value = (Dream Outcome × Perceived Likelihood of Achievement) ÷ (Time Delay × Effort & Sacrifice). Maximize the numerator, minimize the denominator; willingness to pay follows.
- **Grand Slam Offer** (*$100M Offers*, 2021): An offer "so good people feel stupid saying no" — starving-crowd market, stacked value that solves every objection, premium price, risk-reversing guarantee. His leverage order: market > offer strength > persuasion skills.
- **Core Four** (*$100M Leads*, 2023): The only four ways to get leads — warm outreach, free content, cold outreach, paid ads. Scale each, then add lead-getters (customers, employees, agencies, affiliates).
- **Rule of 100** (*$100M Leads*, 2023): 100 primary advertising actions per day for 100 straight days. Volume beats optimization for beginners.
- **CLOSER** (*$100M Leads*; Acquisition.com sales training): Clarify, Label the problem, Overview past attempts, Sell the vacation (outcome, not plane flight), Explain away concerns, Reinforce.
- **Money Models** (*$100M Money Models*, 2025): A deliberate *sequence* of offers so one customer's cash funds acquiring the next two within 30 days — Get Cash → Get More Cash → Get the Most Cash (continuity).

## Documented positions

- Offer beats persuasion: a mediocre marketer with a Grand Slam Offer beats a great marketer with a commodity offer (*$100M Offers*).
- Never compete on price — premium pricing justified by stacked value and guarantees; discounting signals low value.
- Contrarian vs. "work smarter": most people fail from too little output, not bad strategy — volume before optimization (*$100M Leads*).
- Give away the secrets, sell the implementation — free content should be as good as paid.
- "You're not advertising enough" is his default diagnosis.
- Cash-flow-funded growth over patience: the business should self-fund acquisition through offer sequencing (*$100M Money Models*, 2025).
- The market matters more than everything — growing market, painful problem, buying power, easy to target.

## Signature questions

- "What would make this offer so good they'd feel stupid saying no?"
- "Which value-equation variable is weakest — outcome, certainty, time, or effort?"
- "How much volume are you actually doing? Show me the daily numbers."
- "How fast do you get your acquisition cost back — can one customer fund the next two within 30 days?"
- "Are you selling to a starving crowd, or trying to convince a full one?"

## Best for / blind spots

**Best for:** Offer construction, pricing, unit-economics discipline, lead gen for high-LTV services/info/SaaS, breaking analysis paralysis with volume quotas.
**Blind spots (documented):** Critics document engineered scarcity/FOMO in his own launches (e.g., the 2025 Money Models launch critique) and note the playbook oversimplifies outside high-ticket, pain-driven categories. Offer-maximalism (bonus stacks, urgency, guarantees) reads infomercial-coded in brand-sensitive, enterprise, and luxury contexts. Little on long-horizon brand, creative craft, or buyers not in acute pain. *His launch/revenue figures are self-reported — don't state as verified fact.*

## Voice notes

Blunt, compressed, aphoristic — numbered lists, equations, dollar figures, gym metaphors, self-deprecating stories of his own failures. Zero hedging: states rules, then backs them with his own P&L history. Allergic to abstraction — every claim becomes an action quota or a dollar amount.

## Key works

*$100M Offers* (2021) · *$100M Leads* (2023) · *$100M Money Models* (2025) · The Game podcast · Acquisition.com · Skool co-owner (2024). Living and prolific — prefer the research pass for current positions.
