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HoldCo Bros are back. In this episode, Nik and I break down how Alex Hormozi pulled off the biggest nonfiction book launch of all time and made $105 million in one day. We walk through his full story from sleeping on the floor of his gym to selling Gym Launch and launching Acquisition.com with Layla. We explain how the Customer Financed Acquisition model actually works, why his launch strategy is a blueprint anyone can use, and what every founder can learn from his failures, focus, and wild ability to compound over time.
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- Nik@cofounders.com
- Chris@cofounders.com
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00:00 The Phenomenon of Alex Hormozi
10:01 The Early Life and Education of Alex Hormozi
20:05 The Turning Point: From Corporate to Entrepreneur
29:44 Building a Business: The Gym Launch Journey
39:46 Overcoming Adversity: Lessons from Setbacks
49:57 The Marketing Genius Behind Hormozi's Success
34:29 Building a Business Empire: Acquisition.com and Beyond
39:46 The Launch Strategy: $105 Million in One Day
47:04 Finding Your Passion: The Key to Success
54:14 Contemplation and Action: The Balance of Decision Making
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Alex Hormozy is the talk of the business world this week after
making $105,000,000 in one day from his book launch, breaking
the world record for the most nonfiction books sold in 24
hours. The second fastest book of all
time, Fiction or nonfiction. Second only to Harry Potter,
which is insane for a niche Internet marketing book.
So I thought, what better time to dig into Alex Hormozy's back
(00:22):
story? How did he get to where he is
today? What can we learn from it?
And how exactly did he pull off this launch so successfully?
I had my business partner Nick on.
We each spent about four to fivehours researching for this
topic. We went really deep.
You're going to love it. Please share with a friend and
enjoy. I think it's fair to say that as
of today, Alex Hormozi is the most talked about guy in the
(00:46):
business world, Am I right? 100%.
So Nick and I wanted to sit downtoday and talk about who is Alex
Hormozi AKA Bro Mozi? How is he so successful?
What is his background and how big was this launch and how did
he exactly pull off this launch?So Nick, why don't you explain
high level who Alex Hormozi is and then we'll start from the
(01:07):
beginning. You're probably seeing a lot of
Alex Hormozi news right now because Alex Hormozi just
launched the biggest single day non fiction book launch of all
time. He sold 2.9 million books in 24
hours. The previous record sold 1.4
million books in 24 hours. So he doubled the previous
record and that was spare by Prince Harry.
(01:28):
What a terrible name for Prince Harry.
Like what? Poor guy.
Anyways, he double s the previous record, sells almost
3,000,000 books in his first day, and now everyone's like who
the freak is Alex Hormozi? Alex Hormozi, right now the
biggest name in business. Well, it's worth noting that
this book, Spare by Prince Harrywas is just a generalized memoir
(01:49):
written about life by one of themost famous popular people in
the world. And this guy who most people on
the street have never heard of, Alex Hormozi who wrote a book
about Internet marketing, niche business Internet marketing
tactics, sold twice as many and it is the second fastest book of
(02:10):
all time of any category, fiction or non fiction.
Second only to Harry Potter, which sold 11,000,000 copies in
the 1st 24 hours. Jeez Louise, I didn't realize it
was second all time. How many people have heard of
Harry Potter versus Alex Hormozi?
I'm going to show you. I'm going to show you the the
difference in search volume between the two.
(02:31):
That's a really good point too, because Alex Harmozy's book's
about selling like it's about business.
It's very specific. It's not like Prince Harry where
it's like, I I've watched him since he was a little kid.
He's Diana's son. I want to hear about his life.
He married that kooky lady. No, this is just like a very
specific niche business book. And he doubled it.
First 24 hours he freaking doubled it.
This is the Google trend search volume for Harry Potter compared
(02:53):
to Alex Harmozy. And this is all relative to each
other. So Harry Potter is a 36 and Alex
Hormozi is a 1. So despite having 36 times more
influence, he sold 1/3 as many books in the same day.
Just crazy. That's nuts.
So, OK, here's here's the thing about Alex.
(03:15):
You look at him and like I did many people like I did at first,
you write them off. He's not dressed very well.
He's wearing a flannel shirt. Sometimes it's cut offs.
He looks like a gym bro. He's got the freaking nose strip
on him, right? It's not like you look at him
and are like, Oh yeah, that's that's Marcus Lemonis.
That's whatever, Mark. Cuban, yeah.
And so you automatically think he's a scammer.
(03:36):
You automatically think like, oh, this guy must be selling
some product, but he's not. He's been super successful.
He's had multiple exits. He sold his businesses for 9
figures, and now he just had themost successful nonfiction
business book launched like of all time, which is insanity.
But I want to start back, way back, Chris in the 80s.
Did you know Alex Hormuzi is younger than Taylor Swift?
(03:59):
He's born in 88 dude. I feel freaking old.
I was born in 85. You were born in 87, bro.
Mosey was born in 8088 or 89. August 16th, 88.
This guy, he's born to an Iranian immigrant, so his father
came over from Iran. He meets his Alex's mother in
medical school. We don't know a lot about Alex's
(04:20):
mother Sounds like she had some personal issues.
So for most of Alex's life, he'sraised by a single dad.
His father was a physician fairly successful.
And he just like drives home thepoint to Alex, you got to be
successful. You got to be in the rooms where
decisions are made. You got a very strict.
Dad. Very, very strict dad.
Now they they had a good relationship.
(04:41):
Obviously Alex lived up to him. But I have an immigrant father,
right? And my dad was always like
Nicola. You have no idea how good you
have it here. I grew up on dirt floor.
You have a nice Internet and things, right?
Like I could see how Alex's dad is like, dude, you're born in
the United States. You better freaking make this
family proud. And how Alex just grew up with
(05:03):
this immense weight of wanting to make his father happy but
also living up to those expectations.
So I didn't know this. He ends up going to college.
Where do you go to college? Vanderbilt.
Vanderbilt University. He not only goes to college, he
graduates Magna cum laude, whichI can't remember.
That's like top 5% gets really good grades.
(05:24):
He's like the founding member ofthe Power Lifters Club or
something like that in college. He's the president of his
fraternity. And as I was like reading and
going through his interviews, one thing stood out to me.
He had this quote where he's like, I would be in the library
every day from 9:00 AM to 9:00 PM.
Now, let's talk about your college experience.
Chris, were you in the library every day, 9:00 AM to 9:00 PM?
Dude no, I was starting businesses, didn't he?
(05:50):
Wasn't that kind of surprising? Like I, I was actually surprised
that he wasn't scheming. He was studying because there's
like 2 layers to it, right? He's freaking working his butt
off. That's a, that's a lot of hours
to be working. But then second, he wasn't like
doing side hustles. He was just focusing on school,
which I thought was interesting.Did he originally want to go to
Med school? And then he ended up being, you
(06:11):
know, a consultant or an investment banker because he
had, you know, he met rich guys in his fraternity that were
doing that. But the famous line from him
where everything changed was he had to let his father's dream
die so that his could live. He said that was the hardest
call he ever made, was calling his dad and saying, hey, dad,
like, I'm moving to California. I'm not doing this whole thing
anymore. So he graduates, he gets a great
(06:33):
job, he's making six figures. He's a consultant.
I can't remember which company he's he's a consultant for, but
you know, one of the big ones. And he was like, I just was
waking up everyday hating life. I didn't want to go to work.
And he had this moment, this like internal shift where he's
like, I got to go do my own thing.
And like you said, he calls his dad and, and his dad.
(06:53):
It was a good conversation, right, Chris?
Oh, great, great conversation. How did it go?
It did not go well and there wasa big rift and Alex talks very
publicly about how him and his dad have have issues and I find
that fascinating. Yeah, they didn't talk for
years. Again, he he goes to school,
graduates in three years, has a great degree, Magna cum laude,
(07:14):
president of his fraternity, gets a job consulting.
He's he's hitting all the marks,like he's doing the things that
his dad wanted him to do. And then all of a sudden, at 22
years old, approximately, he's like, Dad, I'm sorry, I can't, I
can't do this. I feel miserable.
Like he has a quote where he calls it his rock top moment.
Like he doesn't call it his rockbottom moment.
(07:34):
I like the way that he describedhis rock top.
It wasn't, he wasn't framing it as a victim.
He was framing it as like, actually this is a good thing
for me. Like it was the the momentum
that I needed to get started. This kind of led me down a
rabbit hole because I I've noticed a lot of similarities
between successful people and I did it like a mini study but
with AI the help of AI because this study hasn't been done yet.
(07:56):
But I wanted to know are are youmore likely to become a
billionaire if you've had like aloving, nurturing, successful,
kind present father or not an absentee and or deadbeat father?
And you are twice as likely to be a billionaire if you had an
absentee or like father issues, daddy issues, basically Steve
(08:16):
Jobs, Elon Musk, Jeff Bezos, Larry Ellison, Howard Schultz,
Richard Branson, Carnegie, Vanderbilt, Rockefeller, Howard
huge Larry Page. They all had like significant
daddy issues. And I believe it just it puts a
chip on their shoulder like they're always trying to prove
their dad right, who's not even around.
You know, there are plenty of examples otherwise Warren
Buffett, Bill Gates. They had like good, loving,
(08:38):
doting fathers, Michael Bloomberg, Sergey Brin.
But I just find that interestingwhat that can do to a man.
At least the way he describes it, they didn't have a bad
relationship growing up. It's not like he hated his dad
or it was adversarial. I think he actually likes dad a
lot and respecting him. He just got to the point where
he was like, I can't in order for my, you know, my dad's dream
had to die in order for me to dowhat I wanted to do.
(09:01):
Agreed, it's it's not like his dad left but I think that he
deep down he's trying to be so successful to show his dad.
I didn't go your path and I'm crushing it Despite that, right?
Yeah, it is. I wonder if he knew his dad was
going to freak out. Like, I wonder if he knew, like,
yeah, if I tell my dad this, I'mdone.
(09:21):
Or if, like, his dad had just always been really supportive.
And so he's like, I'm going to call my dad and just tell him.
And was like, wait, what? I'm out of the will.
What are you talking about? Yeah, you're right.
Because maybe he was always supportive because Alex was
always doing what he wanted him to do, you know?
So he just assumed, yeah, Alex loves everything.
I suggest. And then as soon as he didn't,
(09:41):
Alex learned, oh, no, he's he's only supportive if I follow his
plan exactly, not if I do what Iwant to do.
Got it. This moment was interesting for
me because I am not like this duty bound isn't the right word,
but like, I probably care more about what people think.
And so I admire people like this.
My wife Jessica's like this. You're more like this where it's
(10:04):
like, I'm sorry, I'm disappointing you, but this is
what I'm going to go do. Like that level of conviction to
follow your own path, I think isreally, really admirable.
And it shows up for him as we see like, you know, living on
the gym floor, going bankrupt, getting scammed, money tied up.
Like I understand better now whyhe was so convicted later is
(10:25):
because like he burnt the bridges back, he burnt the boats
back here. It's like he he didn't have
anything to go back to. And I think that that's
admirable. And he has a quote about this
whole experience, about taking this job, hating his life.
He says he doesn't regret it because he says you need to
justify the path that you're planning on, Like, go live that
path. Justify it to see if it's the
(10:46):
path you want. After all, some people, you
know, they go down that investment banking route and
they learn, this is awesome. This is as I expected if not
better and he learned it wasn't for him.
So you need the contrast of wow I know what that looked like.
I would prefer to sleep on a gymfloor as long as I'm in control
of my own destiny. So he leaves the East Coast and
(11:07):
he literally just drives out to California.
I've heard 2 reports he had $5000 to his name and one said
he had $50,000 to his name. So somewhere in there somewhere
I was involved. He went to to the Bay Area, to
San Francisco initially. Oh, up to the Bay.
Yeah, to the Bay Area. Where did he go?
(11:28):
Like, why did he go out there? Yeah, Why the Bay?
It's funny because it's funny you ask?
Because I dug really deep into this part of his story.
I assumed that he had a friend there.
I was like, bro, you got to comeout here.
Oh, you need to open a gym. You would crush it.
I found no report of like a triggering event or conversation
that made him decide to leave because he was in Austin.
He was living in a condo that hebought at 22 in Austin, sold it,
(11:50):
went to San Francisco and he didn't open his gyms until he
was in Los Angeles. So there's there's not a lot
going on during that part of thestory.
But where does he go to Shadow Sam?
Sam's Gym. That was in LA in Huntington
Beach. I really like this part of it
because he effectively like really quickly goes and finds
(12:12):
this guy Sam. He owns a gym and and Alex just
goes and shadows him for a couple of months, just learns
the business kind of soup to nuts.
Right after he learns the business soup to nuts, he he
launches his own gym. 7 figure Sam.
That was his name, right? 7 figure Sam.
Yeah, it's a great name. I wish, I wish that was my
nickname. You know?
7 figure Nick. Yeah why do they call him that?
(12:34):
Pretty self-explanatory, bro. By the way, A7 figure Sam is I
found a blog article from 2011. Sam Bakhtihar came from Iran,
moved to Sharon, PA, went to Penn State, then went to LA.
So I think he he had a short jaunt in San Francisco and then
(12:55):
he went down to LA to shadow Mr.7 figure Sam.
I wonder. I wonder if he was a family
friend of some sort. Yeah, definitely could have
been. I mean, the Iranians running in
the same circles. So he, he learned the business.
He launches a gym. Now, what's interesting about
gyms? When we were in college, Chris
called me one day and he was like, dude, I just met with this
(13:18):
guy who owns a Planet Fitness franchise.
Have you ever heard of the Planet Fitness economics?
And I was like, no, what the freak are you talking about?
He's like, bro. And you proceeded to tell me
about Planet Fitness before Planet Fitness had like really
exploded. This is like 20.
Locations in Tennessee today, they probably have over 100 and
I was living an hour from Tennessee.
So yeah, I I remember that conversation.
(13:40):
Planet Fitness franchisees, at least at the time, made between
400 and $800,000 a year of net profit.
So I'm like, what are we doing? Profit.
Net profit for one gym. Oh my gosh.
So I wanted to raise the money to to open a gym in Nashville or
Memphis or Knoxville. There were no Planet Fitness
isn't that is insane to me. So anyway, so so he ends up
(14:02):
going to Southern California. He opens a gym.
It's not glamorous. United Fitness was the name and
it's still around, by the way. You know, dude, so he launches
this gym, He's sleeping on the floor of the gym.
Like I think for nine months he's there.
It really wasn't that comfortable.
Everything he had was in the gym, in the business.
(14:22):
But it starts to do decently well.
It doesn't fold automatically. He ends up building that
business. He gets to a a string of like
six of these locations and kind of in my reading, he says like I
kind of got bored with Jim's, which I thought was really
interesting. It reminded me of you in the
sense you know you started Phoner Store.
You grew up to several locations.
(14:44):
This was like the same year. This was like 2010, 2011, yeah.
Right. Like you were in Alabama at the
same time that he was doing thisand you had multiple locations
and you were just kind of like, I don't know.
Now what I want to do? I want to think I want to do
something else, right? And he's, he's kind of at that
moment as well. It's like I think I kind of want
to do something else. He opened six gyms in three
(15:05):
years and he said that like, youknow, he had two of them were
partnerships with a couple guys,one was a partnership with
another three where he owned Holy and then he had a a
chiropractic marketing agency and a dental marketing agency.
He he talks about this and I just I this ring so true to me
and he said everything not if we're we're making money.
(15:27):
Sorry, keep going. No.
No, because he was a freaking hustler, man.
Yeah. I texted you before this because
I I was like, hey, do you care if I kind of compare him to you?
Like I don't want to be looking like I'm a fanboy.
It reminded me of you so much because he was just trying to
mih just trying to make it happen.
And it was like, all right, I can make a little bit money
here. I can make a little bit money
here. Like he was in the
experimentation phase of like trying to figure out life and
(15:49):
those skills all compounded likeit's it's pretty cool, right?
Those things don't look the same.
He's like, why the Frick is he marketing for dental offices?
Why the Frick is he marketing for chiropractors?
And he's got a gym that he opened, whatever.
And then you look down the road and it's like, yeah, all the
skills that he learned to acquire customers through these
paid acquisition channels, all the skills he learned about
(16:11):
growing media and getting attention all served him really
well after he launchesacquisition.com.
And and even before that, Jim launch was good as well.
But really it's since acquisition.com that he's really
grown that media brand. So it's just like, again, that's
why it reminded me of you is because all these different
pieces that look like they're not really fitting together are
really just compounding each on each other at this point.
(16:32):
I don't want to jump the gun, but his like brilliant marketing
tactic that maybe he learned it from 7 figure Sam, maybe he
invented it, I don't know is thesame thing he's using today.
And it's the whole thing that his new book, $100 Million Money
Models is based after, and he calls it CFA, which I understand
to be Chick-fil-A, but he understands it to be customer
finance. Financed acquisition.
(16:54):
Yes. CFA stands for Customer Finance
Acquisition, which means the customer pays you upfront for
something, You deliver the service, you use the customer's
money to put into paid ads to get more customers, and then the
cost for filling the service is less than what the customer paid
you upfront. So you don't have to have any
money upfront. You collect the money.
You use the money to run ads to get more customers, to collect
(17:17):
more money, to run more ads, to deliver the service for a
fraction of what you charged. So first he launches these gyms,
right? And they're difficult to cash
flow. Then he launches an agency that
is consulting for gyms and it's a turn around and some of these
gyms are paying him, some of these gyms are giving him
equity. Like it just kind of turned in
to a mess. And so then he decides I'm
(17:37):
actually going to go even harderat this and I'm going to launch
a real business. Takes all of his money.
He had like $80,000 at the time.And you can hop in here and
actually tell this story the wayit's supposed to go at any
point. And he partners with a guy who
ends up taking all his money like they were supposed to
launch and then all of a sudden,boom, all his money's gone.
He can't pay his team and his staff.
(18:00):
The launch went well, but he can't do the fulfillment.
And he's in this like quandary. He does something that frankly,
I think is a Chris Kerner special.
It's how do I make $200,000 in 30 days or whatever.
The number, I don't remember what the number was, but it was
like some astronomical number and they kind of have to figure
it out. What and what did they do?
(18:20):
Well, so this was kind of lost everything twice, right?
He got his partner basically, and what his partner did was
they had a shared bank account and he just withdrew everything.
That's it. Most partners have shared bank
accounts. It it wasn't even like it was
like a crypto scam or something.Right, right.
And then he lost quote everything 1 to a payment
processor for six months, which happened to us $400,000 happened
(18:44):
to Nick and I thanks to PayPal scream PayPal.
So he had that happen. And then he also had an issue
where, well, let me back up the CFA, their customer finances,
the acquisition, that's what he built everything on.
One marketing hack and it started in the gym.
His sales pitch was run paid adsto people that wanted to lose
weight. The people would come in and
(19:05):
say, hey, you're going to give me $500.00 for a six week weight
loss challenge. But good news, you're going to
get all back. If you lose the weight that you
think you can lose, we'll give it all back to you.
Guess what? They don't lose the weight.
So he uses that money to put into more paid ads to get more
people to come into the gym and say, hey, $500 weight loss
challenge, we'll give it back. Some people do, you know, lose
(19:26):
the weight and he gives it back,but most people don't.
That's the whole offer, right? The customers are financing the
acquisition of the customers because it's a six week
challenge. That's what he did for $100
million money bottles. That was the whole thing that
gym launch was built on. That's the whole offer that his
gyms were built on and he's still doing it today.
So I just think it's interestingto pause and just look at that
(19:46):
as a framework of one offer, onemarketing hack, one growth
method can scale infinitely across dozens of industries
across decades. It's just like a first
principle. That is always true and I find
that fascinating. Well, and the thing that
happened is, so he launches his business, his partner steals his
money, boom, money's gone. Then he's like, I, I already
committed to these people. I got to figure out how to pay
(20:08):
them. I know what I'll do.
I called someone to tell them I can't do this anymore.
And they said, I'll pay you $6000 if you just like, teach me
how to do it. He was like, oh, I can do that.
Wait, this is, this is cool. They can pay me the money.
This is going to be great. So he then sells a bunch of
those, which is effectively whatgym launch becomes to teach them
(20:32):
how to launch their their gyms. And that's when the money gets
held up by a payment processor. That's when he's just sitting
there like, are you freaking kidding me?
My money's sitting there in the bank account.
It's going to be 6 months until you're going to release it from
me. What the F am I supposed to do?
And that I get, yeah, that freaking happened to both.
To us, it freaking sucked. It was February and they're
like, yeah, August is when we'llget them the funds released to
you guys, half $1,000,000. But I think it was the pain of
(20:54):
those two things where he then goes into gym launch and is
like, all right, look, this is how you get money upfront.
And this is exactly the strategy.
This is how you run the paid ads.
This is how you get paid upfront.
You take that money and then youjust reinvest it back into paid
ads. And this way you're getting cash
first and then you're able to reinvest.
You're not bringing them in, fulfilling the service and then
(21:15):
getting the cash. I think that is such an
interesting shift. Like you're saying in his
business mentality that has funded the rest of his growth,
it wouldn't happen had he not gone through the pain of being
scammed and then having his money tied up with PayPal or
whoever the payment processor was.
And fun fact, he was so worried about payment processors for his
launch last week that he had 29 payment processors lined up and
(21:39):
they were rotating through them throughout the 12 hour launch.
Every 20 minutes or so. Dude I would do of.
Course, absolutely. And like on the one hand, I get
it from these payment processes perspective, basically what they
say is, well, you're a new customer so we don't know what
the chargebacks or refunds are going to be.
So we are going to hold a percentage of your funds for six
(21:59):
months 'cause that's whatever the period of time.
And then after six months we'll release the funds 'cause we'll
have enough data to see how muchwe should hold on an ongoing
basis. I think a lot of people think,
oh, I'm going to launch a business, I'm going to sell all
these products on e-commerce. I'm going to have so much money.
What they don't realize is like,it's not a worst nightmare, but
it's pretty close to the worst nightmare.
If your business does crush it, you're going to have cash flow
(22:21):
problems because those payment processors are not going to pay
out all of the dollars and you're going to have to figure
out how to fund the working capital.
That's happened to us how many times I.
Don't know, 6-8, it's terrible. It's not just for new businesses
either, It's for unexpected volume increases too.
Like a Black Friday event, right?
So all of this kind of came to ahead in 2016.
(22:41):
That was a big pivotal year for him because he had all these
GMs, He had his agencies. He had nine different
businesses. He had just met Layla.
They were dating. And he, he calls himself an
alcoholic. And he would drink a bottle of
whiskey or half a bottle of whiskey every night.
And one night he was drinking and driving 60 mph.
He got pulled over by a cop and he hit a car that was parked on
(23:03):
the shoulder, a parked car. No one was injured.
He walked away from it, but he was going 60 mph.
He hit a car in front of a cop, got put in jail.
Layla bailed him out the next day.
And that was like the massive turning point in his life.
He he was basically saying, like, what are you doing, man?
Like, what are you doing? You you have all these
businesses and you're not makingany money.
(23:24):
You're drinking. Like, I thought, like, isn't
that why you came here, was to live a better life?
This isn't better. He had an attention coach.
Did you know that he hired? No, I didn't know that, Coach.
Yeah, the coach said to him, your stress is because of unmade
decisions, Period, end of story.You have all these businesses
you need to shut down, all thesehard conversations you need to
(23:45):
have, and you're not doing it. That's where your stress is
coming from. So you need to sit down.
You need to call your business partners.
You need to say I'm out, you need to sell your shares, give
away your shares, it doesn't matter.
And then your life will be better.
And so he said over the next 48 hours after getting bailed out
of jail, he called his business partners and had a hard
conversations. He fire sailed his gyms.
(24:06):
He basically gave away 4 sold 2 for like 20 grand, shut his
stuff down. And at that point he's like,
we're going all in on gym launch.
And after that point is when he had those, the theft and the
payment processor and all that, but I think that that DUI is
really what Change slash broke him.
Dude, that really hit me hard. That's your the stress is from
(24:29):
unmade decisions and like we've both talked about it like we've
both gone through gone through that process like like I've been
there like and at this at the same time, when he's going
through the payment processor issues, he's getting calls from
customers who are like, where's my money?
Why isn't it been refunded? He's got to find other payment
processors, probably sketchy ones to process these payments.
(24:52):
He's like doing it in $50,000 tranches at a time.
Like as I was like reading aboutthis, it just trick triggered
kind of the last two, not the last two years, but that two
year period of time when we werelaunching mining syndicate and
even perfume vending where you're like, oh, it's cool.
We're getting a ton of business,but then we're not able to
process it like it's it's freaking stressful.
And if you are then not focused on one business, it just
(25:16):
compounds. Yeah, we didn't even talk about
another thing that happened. He, if he was flying out to
gyms, flipping them in person orlaunching them in person, and he
went out to this one and his whole deal was like, I'm going
to collect all this money from for these six week challenges
and then I'm going to upsell them on your gym and on
supplements and then you keep everything thereafter.
So it was a, it was a good offerbecause he got paid directly
(25:37):
from the customers. The gyms didn't have to pay him
and the gyms collected everything thereafter.
And so he went to one gym to do this.
And then after he flew back home, the gym emailed all the
customers and said, hey, just file chargebacks on all those
and we'll charge you half as much.
Just pay us directly. That's what they did.
And so he was hit with hundreds of chargebacks from one gym
(25:59):
because the gym owner just wanted to capture all that
revenue for himself. F that guy.
What's it, Alex? Name and shame.
OK, well, name and shame. It it just goes to show which
you'll, we've lived through this.
Like when you do all of these things, your surface area for
fraud and scams is just massive and your surface area for luck
is massive. But that's the trade off you
(26:19):
make. It's massive and then it's also
massive when you add massive value because like he, he made a
ton of money and so these gym owners are, are like, well,
that's not fair. I want that money, right?
There's like this jealousy component.
He just goes home. They got to run the business
now, right? I got.
To freaking run this business now What the freak bro.
What's interesting is he actually just went on my first
(26:42):
million and said if he had to start all over again, this is
the type of business he would dois he would go out find a high
ticket item. He said he would focus on the
health services space, but find a high ticket item and just go
find who's going to do the fulfilment and say what will you
pay me per lead? And they're like, I'll pay you
$500. He's like, OK, great.
And then he's going to go out and charge $2000 and then he's
(27:02):
just going to keep the difference.
So business model that works, worked for him, continues to
work for him. Botox, teeth whitening, anything
with a lab coat, I think, he said.
So when he launches gym launch, it goes so freaking well that in
the first year they do $24 million in sales.
Do you know what their net margins were in in 2020 or in
(27:24):
their first? Year it was like 60.
Percent or something, it's like $17 million, yeah, 17.
So in like an 18 month span, he goes from sleeping on the floor
of a gym, basically being homeless.
We can't forget the Leila Hormuzi quote of I would live
with you under a gym if it came to that right so.
Under a bridge. Under a bridge.
(27:44):
In a gym. I'm so dumb.
Oh my gosh, that's what I meant.But she probably did say that,
actually. Dude, he goes from that to
making $17 million in a year. Do you know how much money that
is? I feel like the the duration of
compounding is directly correlated to the duration of
(28:04):
how quickly you can turn things around, right?
You just grind and you compound and you test and you growth hack
all these things for a decade and you get some hits, you get
some losses, you get scammed, you get defrauded.
You got to the longer you do that for compounding your
learnings and your lessons equals, the shorter the amount
of time it's going to take to turn things around for you.
(28:27):
I've experienced that myself. You're.
Going to make a lot of money this year, but for people who
don't know you, it's like, oh, of course, look, I was
successful use freaking crushingit.
For people who do know you like me, it's been this for a long
time and then all of a sudden foot it just rocket ships up.
It wasn't this up and to the right consistently for a period
of time. It just compounded very, very
(28:48):
quickly. And it's that same principle
that you just said, right? Like Alex is grinding for a
really long time hits and that first year they just freaking
crush it. I think that was 2018 was their
first full year. A gym launch.
A gym launch 2019 they introduced a new product which
is selling supplements and I think they get to 36 million in
(29:10):
that second year and they. Prestige Labs.
Prestige. Worldwide prestige.
Worldwide, I love that company that lift shrimp I think was one
of the spokesman, spokesman JohnRalphio continues to compound.
And then in 2021, they get an offer from a company that to buy
66% of the company. And what Alex says is at that
(29:31):
moment, they had taken about $43,000 of distribution, 43
million, $43 million of distributions up to that point.
And then they got another 20-30 forty.
I can't remember the exact number.
It was like that was also 43,000,000 what they sold, OK.
OK. And then they got another
43,000,000 and he was sitting onlike $60 million of cash in
(29:54):
2021. So think about that. 2017 to
2021 is only four years. It's not that long.
He goes from broke, broke as a joke to just having $60 million
in his pocket. And that's when they launch
acquisition.com, that's when they kind of go to this new
Holco model. Yeah, it's crazy.
It is crazy. And he says he he made a half a
(30:15):
half a billion dollar mistake bynot launching ACRM.
Basically what Allen was, was itwas a lead management software
for gems to handle all the leadsthat he was teaching them how to
get. And he said the CRM was a much
bigger market. It would have been a half a
billion dollar business. I don't know.
Yeah, yeah, I, I read that as well.
It was a good software. I think the other thing that he
(30:36):
acknowledges though is like hindsight's 2020, like how was
he supposed to know? And yeah, maybe that was $100
million miss, but he also had $100 million win in there and
it's allowed him to do what he did next.
I think what was interesting forme is that right after he sells,
they're not sitting on their hands.
I want I want to say is like. One day, he said.
The next day. That's right.
(30:56):
The next day, acquisition.com, like acquisition IT, it's a
thing. He's launched this company where
they're going to be now essentially launching a family
office, investing in other companies to grow other
companies. Yeah, you know Russell Brunson,
right? He's here in Boise that don't,
For those that don't, he's the Click Funnels founder, Internet
marketing OG guruhewrote.com secrets and expert secrets.
(31:21):
Basically what Alex Hormuzi has done has taken these webinar
principles, these marketing Internet marketing make money
online principles and boiled them down to the highest, the
best and highest use he could think of, which is acquiring
other companies. Previously it had only been done
for like high ticket course sales and and PDFs and webinars
(31:41):
and whatever he said. Why don't we just take those
same first principles and apply them to acquiring companies and
building the next Berkshire Hathaway.
And he's doing it quite successfully, at least appears
from the outside. If he was just a typical Jim
bro, he could have just gone bought like Lamborghinis and
Ferraris and taking trips and pictures on a yacht and like
just blown the $60 million. But he doesn't.
He takes that money and they start investing in companies.
(32:03):
So do you know what their investment criteria was?
I thought this was cool. No, please.
OK. So 2021 they
launchedacquisition.com. This was their original
investment criteria, asset light, high cash flow, sales
focused service and digital product businesses.
You can think of those as two different things, right?
Sales focused service that couldbe a home services company, It
(32:25):
could be something somebody actually comes in physically
provides and digital product business.
So digital product would be a course education, marketing,
sales, etcetera, etcetera. I mean that hits all the all the
things like all of his learnings, he's like, all right,
I don't want to be asset heavy. I don't want to be in a bunch of
gyms. I want to be high cash flow
because I'm tired of playing this game where we're worried
(32:47):
about what our cash is going to be.
And then he double s down on hissuperpower, which is sales.
Like systematizing those sales processes is kind of one of his
superpowers. And he's like, I'm just going to
take that, find companies that need really good sales systems
and processes. Boop.
I overlay it instantly. They're creative when I invest
in those companies. It sounds a lot like what our
(33:08):
thesis used to be, right? Sales, heavy operations, light
service businesses. And you and I know at least
people that have gone to his seminars and people that have
been portfolio companies. I know two people that either
are or were acquisition.com portfolio companies.
And I asked them like off the record, listen, you know,
between me and you, this hormoneis a guy.
(33:29):
What are we talking about? Is he, is he for real?
Is he legit? It's.
Just it's just you, me, and the limitless pendant.
Yeah, that's it, That's it. Every single person I have
talked to has said he is worth his weight in gold.
I would have give had I known the value he would add.
I would have given him so much more equity.
Like everything he says and touches just turns to gold.
It's kind of weird because like,we've now started to get to know
(33:51):
people who know who run in thesecircles.
And I have, I have not seen anybody yet doggone Alex or
Mosey who's actually either gotten to know him or worked
with him. They're like, yeah, he's he's
the real deal. He really does work hard.
He really does believe those things.
And it's his success is verifiable.
Like he literally did walk away with $60 million after he sold
(34:12):
his company. Now the strategy that he took
post sale, I think is the reasonhe gets the hate.
So let's articulate what his strategy has been.
His strategy has been high volume, value packed information
given away for free or almost free.
That's been his strategy. And he's just constantly putting
out content around how to grow, how to scale, how to build your
(34:36):
business, cheap books, etcetera,etcetera.
I think that that's kind of the reason why he gets hate, right,
is because it feels like he's a guru, because usually only gurus
are putting out that kind of content, don't you think?
Oh yeah, yeah, a guru is definedby the quality of their content,
right? Not not in how they deliver it.
In my opinion, I would think themost gurus do not deliver on the
(35:00):
quality that they promise. And I feel like he over
delivers. Yeah, I guess I was, I was
meaning in the sense of people'smisconception, not
misconception, people's perception of that word guru of
like, oh, it's somebody who's saying this is what you're
supposed to do. They've never actually done it
or it they're making it easier. Like, yeah, Tai Lopez knowledge.
(35:21):
I tweeted. I said I'm 100% certain that
Alex Hormuzi will go down as oneof the greatest business minds
to have ever lived. I've never heard anyone trash
talk to him that is actually taking the time to listen to his
business advice. Yes, he sells stuff that comes
with the territory. One of the commenters said, oh,
yeah, yeah. So let me get this straight.
Bezos, Jobs, Musk, Carnegie, Rockefeller, Hormozy.
(35:42):
And my reply to him was, yes, like, yes, here's something a
little controversial. Rockefeller, Carnegie couple,
100 years ago, if they're alive today and they start digging
around on the Internet and they learned that you can make this
much money doing what Hormozi does.
They're selling courses, I'm going to call it right now.
Yeah. They were building railroads
(36:02):
because that that was the opportunity.
They were opportunists at the time, right?
If they were Internet marketers,they would be making money in
opportunistic ways as Internet marketers.
So this is something I've been thinking about.
I agree with you, leverage in all the readings that I've done
knowledge books, you know, Hormozy is obsessed with this
leverage concept is like, can I get more out of the same input.
(36:25):
If you look at all of those men,mainly that you just named, what
they were able to do is take advantage of a new type of
distribution. You have the early
industrialists who built manufacturing plants and all of
a sudden they were able to create massive amounts of
quantity given the way that theythat they set up the new
production processes. Quote, Bill Gates was able to
(36:48):
distribute his software because now it's a much smaller cost per
unit in a new way that nobody before him was able to do.
Bezos launches on the back of the Internet, Amazon, now he has
this massive new distribution channel.
Mark Zuckerberg creates Facebookon the back of the Internet as
well. Alex is kind of just the next
iteration of that. He's realized, oh, the attention
(37:10):
economy is real and this is a new distribution mechanism.
And so I don't have the money orthe background or the investors
to go and compete with everybodyelse who does it the traditional
way, raise money, whatever, havesuccess, inherit it.
So I'm going to take my money, I'm going to grow an audience,
and then I'm going to use that audience as a distribution
channel. And the way I'm going to build
the audience is by giving away stuff for free, building trust.
(37:31):
And then I'll, I'll do the ask and then I'll ask them for $6000
for 200 bucks. Yeah, no, not even a chuckle.
Sorry. You were locked.
In I'm sorry, all entrepreneurs do is they're just feeling out
where the energy is. Like they're just testing all
kinds of things. Oh, what's giving me energy?
I'm going to, I'm going to follow that like water flowing
(37:51):
to the lowest point. That's all I do, right?
And so like, did I ever plan to be an influencer?
Absolutely not. But when I start, like when the
first time I tweeted, it was just a test, test everything
except drugs, right? It's another test.
Oh, there's some feedback. They like it.
Let's tweet again. Oh, this guy just tweeted.
That was interesting. I'm going to try that hook.
Let's oh, that did even better. I'm just finding energy, right?
(38:14):
Next thing I know, I'm a, I'm a freaking guru, right?
This wasn't in my master plan, you know.
And so, no, another way to put it is, if Alex Hormosi was alive
200 years ago and he was in the same kind of rooms, living the
same kind of life as as Rockefeller or Carnegie, do you
think he'd be building railroadsor starting oil companies?
(38:35):
Yeah. Why isn't it true the other way
around? He's an opportunist.
Yeah, there was a quote, I don'tremember who said it, but they
were like, if Bill Gates was living 1000 years ago, he would
have been Genghis Khan, which islike Bill Gates.
What's funny to think about. It is funny to think.
About jumping over a chair, yeah.
Yeah, yeah. But they are the type of people
(38:56):
who just had the mentality of where's the arbitrage?
Cool. I found the opportunity.
I'm going to go out at 110%. And that's what Alex is doing.
He's like, OK, there's an arbitrage right now in
attention. That's what I'm going to hammer
home every single day. Yeah.
So that's part of his media strategy, right?
He's he's like trying to build as much trust as possible.
So he starts putting out social media content and then written
(39:17):
content as well. And he has two books.
What were his books, Chris? Well, his first book is $100
million offers, and I've read it.
It's an amazing book. I refer people to it all the
time. I haven't read his other two,
but I assume they're just as good, $100 million offers was a
huge book. His launch was an insane
success, second only to his launch last week.
(39:38):
And then his middle book. His second book, $100 million
leads, was like, OK, it was third of three as far as like
the size and scale of the launchand the number of reviews and
accolades it got. His books were, for me, the type
of response was like, I didn't want to like them and I love
them. I was like, OK, I guess I'll
(39:58):
read this because it sounds likepeople are making it a big deal.
And then you read it, you're like, Oh my gosh, this guy is
the way he looks is not the way I would think he thinks.
He's a great thinker, yeah. He's a great thinker and they're
not. The thing I love about it is
they're not principles that are just new.
He's just effectively repackaging the sales principles
and saying like, hey, entrepreneurs, did you not know
(40:19):
this is what you're supposed to do?
This is how you follow up. This is how you run a campaign.
This is how you ask for the sale.
This is how you price things. This is how you anchor.
Like it's just very clean in theway that he communicates it to
the normal man. And it's dense.
Like you read books sometimes and you you might get one good
point from a chapter. I find good points from every
(40:40):
paragraph, if not every sentence.
Like it's just a book that you can tell he he rewrote and
rewrote dozens of times. Like extreme attention to
detail. Totally agree.
He launches those books, it's going well.
And then all of a sudden he's like, hey, guys, I'm going to be
launching a new book. And he's been teasing this like,
you're going to be surprised by this launch.
He's going on a podcast tour. And we're now we're here.
(41:01):
Chris, tell us about the launch.So he spent the last six weeks
on podcast, most importantly, running paid ads.
This guy spent over $4 million on paid ads eating his own dog
food. He was spending the money that
he was receiving in pre sales for this book, right?
(41:21):
So on the surface, like taking so much risk, who spends $4
million in ads to sell a book? No one.
And he's looking at it like there's no risk.
I'm selling the book and I'm using the the funds from the
book, the pre sales to put more into the book.
And he's tracking everything. He knows how much e-mail, how
much every registrant to the webinar e-mail is worth.
(41:44):
And he's not just like blindly throwing money into ads.
At one point he was putting 2 to$400,000 a day into ads at its
peak, which is insane. This is a book he had over
1,000,000 views on his live stream.
He streamed for three days straight 10 to 12 hours per day,
which is not a thing does not happen and he sold a 200 book
(42:06):
offer at $6000 but he he angled it as a 200 book donation.
He led the webinar with the PainPoint which is like webinars one
O 1. The Pain Point being the average
business owner in America only takes home $48,000 a year.
I want to do good to the world by providing free business
(42:27):
education to business owners. So if you buy the $6000 package,
then I'm going to quote UN quote, donate these 200 books to
business owners on your behalf. Which was all a growth hack to
get the Guinness World Records for most books sold, to hack the
New York Times bestseller list, the Amazon bestseller list, and
to make $105,000,000 in one day.Dude not only that, he just
(42:51):
recruited every single person tobecome a salesman for his book.
22,000 affiliates, yes. What did he pay them?
A percentage of sales? No.
No. Like access to a Slack they
paid. For the privilege to be an
affiliate. So now they've got 200.
I mean, how many people have I seen on Twitter that are like, I
got 200 bucks? DM me if you want one.
(43:12):
Yeah. What do I do with these?
There's going to be kids in Africa reading lime green books
wearing like Utah Jazz 1999 NBA champion.
Shirts, Western Conference champions, Sacramento Kings.
That's freaking funny. But no, I'm like every single
one of those people are now, because he spent all that time
(43:33):
building up this goodwill with people, they're bought in like
they were. It didn't really matter what he
was selling in that webinar. He could have asked for
anything. And they've been like, I'm in
Alex, you like you've already delivered all of this value to
us. Take my money.
Did you do the $6000? No, no.
Were you even close? Be honest.
No, I didn't watch the live stream.
Like all of this research that Idid for this podcast was done
(43:54):
after the fact. I saw people on tweeting about
it. But Saturday I'm working in the
yard, dude. I got holes to dig.
I was very close. I was very close.
To buying, I was like, yeah. And then I was like.
Because he's so good at selling.Like I knew if I watched it I
was going to buy it. Well, what was crazy is like he
turned it into an event and a spectacle.
Yeah, it wasn't just, oh, I've got good sales processes and I
(44:14):
know which funnel people are going to go to.
It was an infomercial and like he created this event where
people would attend and they watched it and they were talking
about it with their friends likeit was different.
It was really cool. Well, there's a a lesser known
guy that people most people havenever heard of.
His name is Jason Flatley and and he's basically Russell
Brunson, except not nearly as possible.
(44:35):
Except not nearly as popular. Jason Flatlin invented this
webinar structure and then Russell Brunson packaged it in a
really pretty way and sold it inhis book.com Secrets and Expert
Secrets. And his whole, his whole shtick
was get the book for free, just pay $20 shipping.
Here's a secret shipping a book cost $4.00.
OK, so it's not free, but that'sfine.
(44:58):
That's fine. So Alex Hormozi paid for this
launch, Jason Fladelian, $25,000to see the slides that he uses
for his webinars, $25,000 to seea PowerPoint.
And why wouldn't he? Like, how much do you think that
moved the needle on this $105 million that he made in a day?
(45:20):
Well, the other thing that it did is like it became an
infomercial and then you're likewatching the sales tick up.
And what does that create, Chris?
You've got all these guys, mainly guys who are like, oh,
Alex Rosie's selling this thing.Oh, people are starting to post
that they bought it. 100,000 people get over 1,000,000 views,
but let's just say concurrently 100,000 people watching.
What does that do to them? It creates FOMO, Yeah.
(45:44):
And loyalty. Yeah, 'cause they, they already
have the loyalty. But also, I don't want to miss
out. Chris just bought.
Chris just bought 200 books. OK, I'll, I'll donate $6000 to
Alex for him to give me 200 books.
What an amazing reframing of that.
Hey, did you buy that newest Harry Potter book?
No, no, no, no. I donated $100 to JK Rowling and
(46:04):
I got the whole set. Dude, they're going to be so
many Internet marketers in Kenyathis year.
They are going to be so skilled at slanging webinars.
It's so good. In all seriousness, like what?
A playbook for a launch? I don't care what you're
launching. It doesn't have to be a book
anything. Why would you not just copy this
(46:26):
playbook? Yeah, you're not going to have
$4,000,000 to spend on ads. But one thing he said in his
announcement is the whole reasonI'm doing this launch this way
is because this is what I'm talking about in the book.
I'm eating my own dog food. The six week challenge, the CFA
principle, like the only reason I'm selling this book instead of
giving it away like the previousones is just just 'cause I want
(46:48):
to show you that the book works.I don't even want this money.
I don't even know what I'm goingto do.
I don't. Do I need an extra $105 million?
No, I don't need that, Julie. No, it's, it's just creating.
It's creating more credibility, it adds to the flywheel and he's
just increased his surface area like the the 200 book donation
(47:11):
is pretty freaking cool. He calls it an ignorance tax,
right? Like buy this book because the
the price of being ignorant to certain business tactics that
can bring you from $48,000 a year to $480,000 a year is very
expensive, right? So what's $6000 in the grand
scheme of things if it helps youlearn and not be ignorant to
(47:31):
these cool offers and tactics? Let me ask you a question,
$6000, do you think it's worth it?
Let's say you didn't read any ofhis other books, but you know
everything you know about him. Do you think $6000 for the
books? And I think you get like a
webinar to get access to his GPT.
If you're a business owner who really knows nothing about the
(47:52):
sales in the lead generation process, etcetera, do you think
6000 is a reasonable price pointto pay to get that level of
education? I think the 8020 rule applies
and it's worth every penny of buying that $30 book.
I agree with you. You, you could go and cobble it
together and you could, you could buy the books and
individually whatever. But I do think that if you
(48:16):
implement the stuff that he gives away in those books.
Well, yeah, that's the big That's a massive if though, and
statistically speaking, the vastmajority of people will not.
They won't even crack the book. That's just human age, but
that's on them. It is on them, but I I also
don't think it's a crazy. I know he was getting knocked.
People were like, oh, I have nothing to sell you Alex
(48:37):
Harmozy. And then it was like a
screenshot of him selling that. I didn't have a problem with it.
Anyways, I think I'm I'm fanboying out anyways, so Chris
called me on Monday, Tuesday andyou were like, hey, when you
have an emergency hole cobros, let's just deep dive on this.
And I was like, you had me at hey.
And so did a bunch of research. Here's one thing that I just
(49:00):
loved about him because I saw some of my relationship with my
own father in this. His level of conviction was
crazy. He was smart enough to go to
Harvard Business School. It's obvious I didn't realize
that, but he was smart enough todo that.
And he just was like, no, I got to go do my own thing.
So he pivots there. He was smart enough.
He shut down his chain of gyms. They were probably doing
decently well. And he's like, no, we're going
(49:21):
to go in a new direction. He sold off multiple companies
after he had like grown this portfolio because he's like, no,
I need to focus. But I think, like, that level of
focus and conviction is incredibly admirable.
And you need to find what you are focused on and what you
truly believe in and go for it. For me, that really stood out in
(49:43):
doing this research with him. I would say one big unlock I had
was that the level of focus and conviction he has is directly
correlated with the level of love he has for the game.
Because if you like, you're not going to sit there and grind 12
hours a day every single day. If you don't love it like you
(50:04):
just won't. I can sit here at the computer
and grind all day. If I didn't have a family, I
would be exactly where he is. I would be at this computer just
typing away, growth hacking all day everyday.
And I wouldn't feel like this hero with this an amazing work
ethic. I would feel like I'm just doing
what I truly love, you know? And so he loves it.
He's in the game and he's the perfect testament of don't
(50:26):
interrupt compounding. And I've talked about this a
lot, but in my opinion, compounding is staying in the
game with one business, 100 businesses or whatever.
Just stay in the game and you'llwin.
And if you find product market fit, then you're not going to be
distracted by shiny objects. But if you are distracted by
shiny objects, then that is a signal that you don't have
product market fit and maybe there's something worth looking
(50:48):
at. OK.
So I'm going to add to that. I'm going to share this really
quickly, like clip of his that is pretty popular.
You've probably seen it. I want you to listen to the
question and then listen to his answer.
So he's in a podcast and this podcaster asks him this final
question. I ask every guest at the end of
the podcast, what's the best piece of advice you've ever
received? But I'll change it for you a
(51:08):
bit. I don't know.
If all your books, videos and tweets were erased from the
Internet forever, and all you had was the next 60 seconds,
what's the most useful thought you could leap to the world?
Figure out what you want, ignorethe opinions of others, and do
(51:32):
so much volume that it would be unreasonable that you would be
unsuccessful. And then he and the podcast host
just, like, stare at each other dreamily in the news.
But. I love the look on his face as
he says that. I know that's the quote.
I mean, that's, that's Alex Ramozi, right?
Find what you want, ignore the opinions of others and do an
unreasonable amount of work or do so much work that would be
(51:53):
unreasonable for you to not be successful.
I think that's that's his ethos.Yeah, volume negates luck, is
what he says. Volume.
Negates luck. Volume also creates value.
I thought that was really interesting.
The other one that I thought wasvery interesting is the
importance of finding the right partner.
And so he's got, I think any of us have two very, very important
(52:15):
partners in our lives, spouse and business partner.
He happened to find his businesspartner and his spouse in the
same person, which was Layla. And so, and what's really cool
is he talks really positively ofher, like he, he admires her
like he loves her, not just as like, oh, she's my wife and I
love her, but he's like, no, didI respect the crap out of her?
She's the CEO of their companies.
(52:36):
He went out, he did kind of likeall the marketing and he just
handed off the infrastructure toLayla.
So like this story's not told inthe way we're telling it unless
he had a business partner like Layla and a life partner like
Layla, you know, and she just happens to be the same person.
But I, I do think that that dynamic was really interesting.
(52:58):
I also think the flip side of that is he compounded the time
that it took for him to find theright thing.
We're like many people takes years.
And he was just like, F it, I'm going, I don't care.
And so it's like he just shortened the timeline for it
and went through all the crap that he went through.
I think the most important thinghe said in that clip is find out
(53:19):
what you want to do. Like, don't gloss over that.
You've got to find that out. Most people, like, treat that
decision as if it's like, where am I eating lunch today?
You know, oh, oh, I got to register for my classes.
What's my major? OK, I guess I'll do that for the
rest of my life. Like.
That doesn't make sense. Yeah.
And then most people change their major or they learn that
(53:41):
it's not for them. Like, you just got to find out,
like, what you truly love. Like, there, I truly believe
there are no lazy people. They're just people that haven't
found what they truly love to do.
Yeah, I agree with that. And I think, you know, we don't
spend enough time sitting and thinking and contemplating what
we want to do. I I had Sam Parr on my podcast
and that was an amazing conversation because in the
(54:04):
middle of conversation, he's like, yeah, I just sit and think
for a couple hours a day. What?
What? You were like Sam.
No offense, but are you autistic?
Sam be honest, He's like, no, I just sit in my office and I just
like think about stuff like whatthe freak?
But even in that answer that Alex gave, there's a big gap.
When the kid asks him the question, he and he just like
(54:25):
sits and thinks about it deeply.I think that contemplating is
good, but contemplation without action is wasted time.
And he contemplates and then makes a decision.
And that's admirable. I contemplate and sometimes I
don't make a decision. You don't contemplate and make a
decision. That sounds about right.
(54:45):
So like, anyway, I just, that part was really interesting is
like, yeah, OK, he thinks about it.
He thinks deeply, makes a decision on to the next thing.
I'm in. Well, is that a wrap?
It's a wrap Jack. All right, what do you think?
Please share it with a friend and we'll see you next time on
the Kerner office.
Alex Hormozy is the talk of the business world this week after
making $105,000,000 in one day from his book launch, breaking
the world record for the most nonfiction books sold in 24
hours. The second fastest book of all
time, Fiction or nonfiction. Second only to Harry Potter,
which is insane for a niche Internet marketing book.
So I thought, what better time to dig into Alex Hormozy's back
(00:22):
story? How did he get to where he is
today? What can we learn from it?
And how exactly did he pull off this launch so successfully?
I had my business partner Nick on.
We each spent about four to fivehours researching for this
topic. We went really deep.
You're going to love it. Please share with a friend and
enjoy. I think it's fair to say that as
of today, Alex Hormozi is the most talked about guy in the
(00:46):
business world, Am I right? 100%.
So Nick and I wanted to sit downtoday and talk about who is Alex
Hormozi AKA Bro Mozi? How is he so successful?
What is his background and how big was this launch and how did
he exactly pull off this launch?So Nick, why don't you explain
high level who Alex Hormozi is and then we'll start from the
(01:07):
beginning. You're probably seeing a lot of
Alex Hormozi news right now because Alex Hormozi just
launched the biggest single day non fiction book launch of all
time. He sold 2.9 million books in 24
hours. The previous record sold 1.4
million books in 24 hours. So he doubled the previous
record and that was spare by Prince Harry.
(01:28):
What a terrible name for Prince Harry.
Like what? Poor guy.
Anyways, he double s the previous record, sells almost
3,000,000 books in his first day, and now everyone's like who
the freak is Alex Hormozi? Alex Hormozi, right now the
biggest name in business. Well, it's worth noting that
this book, Spare by Prince Harrywas is just a generalized memoir
(01:49):
written about life by one of themost famous popular people in
the world. And this guy who most people on
the street have never heard of, Alex Hormozi who wrote a book
about Internet marketing, niche business Internet marketing
tactics, sold twice as many and it is the second fastest book of
(02:10):
all time of any category, fiction or non fiction.
Second only to Harry Potter, which sold 11,000,000 copies in
the 1st 24 hours. Jeez Louise, I didn't realize it
was second all time. How many people have heard of
Harry Potter versus Alex Hormozi?
I'm going to show you. I'm going to show you the the
difference in search volume between the two.
(02:31):
That's a really good point too, because Alex Harmozy's book's
about selling like it's about business.
It's very specific. It's not like Prince Harry where
it's like, I I've watched him since he was a little kid.
He's Diana's son. I want to hear about his life.
He married that kooky lady. No, this is just like a very
specific niche business book. And he doubled it.
First 24 hours he freaking doubled it.
This is the Google trend search volume for Harry Potter compared
(02:53):
to Alex Harmozy. And this is all relative to each
other. So Harry Potter is a 36 and Alex
Hormozi is a 1. So despite having 36 times more
influence, he sold 1/3 as many books in the same day.
Just crazy. That's nuts.
So, OK, here's here's the thing about Alex.
(03:15):
You look at him and like I did many people like I did at first,
you write them off. He's not dressed very well.
He's wearing a flannel shirt. Sometimes it's cut offs.
He looks like a gym bro. He's got the freaking nose strip
on him, right? It's not like you look at him
and are like, Oh yeah, that's that's Marcus Lemonis.
That's whatever, Mark. Cuban, yeah.
And so you automatically think he's a scammer.
(03:36):
You automatically think like, oh, this guy must be selling
some product, but he's not. He's been super successful.
He's had multiple exits. He sold his businesses for 9
figures, and now he just had themost successful nonfiction
business book launched like of all time, which is insanity.
But I want to start back, way back, Chris in the 80s.
Did you know Alex Hormuzi is younger than Taylor Swift?
(03:59):
He's born in 88 dude. I feel freaking old.
I was born in 85. You were born in 87, bro.
Mosey was born in 8088 or 89. August 16th, 88.
This guy, he's born to an Iranian immigrant, so his father
came over from Iran. He meets his Alex's mother in
medical school. We don't know a lot about Alex's
(04:20):
mother Sounds like she had some personal issues.
So for most of Alex's life, he'sraised by a single dad.
His father was a physician fairly successful.
And he just like drives home thepoint to Alex, you got to be
successful. You got to be in the rooms where
decisions are made. You got a very strict.
Dad. Very, very strict dad.
Now they they had a good relationship.
(04:41):
Obviously Alex lived up to him. But I have an immigrant father,
right? And my dad was always like
Nicola. You have no idea how good you
have it here. I grew up on dirt floor.
You have a nice Internet and things, right?
Like I could see how Alex's dad is like, dude, you're born in
the United States. You better freaking make this
family proud. And how Alex just grew up with
(05:03):
this immense weight of wanting to make his father happy but
also living up to those expectations.
So I didn't know this. He ends up going to college.
Where do you go to college? Vanderbilt.
Vanderbilt University. He not only goes to college, he
graduates Magna cum laude, whichI can't remember.
That's like top 5% gets really good grades.
(05:24):
He's like the founding member ofthe Power Lifters Club or
something like that in college. He's the president of his
fraternity. And as I was like reading and
going through his interviews, one thing stood out to me.
He had this quote where he's like, I would be in the library
every day from 9:00 AM to 9:00 PM.
Now, let's talk about your college experience.
Chris, were you in the library every day, 9:00 AM to 9:00 PM?
Dude no, I was starting businesses, didn't he?
(05:50):
Wasn't that kind of surprising? Like I, I was actually surprised
that he wasn't scheming. He was studying because there's
like 2 layers to it, right? He's freaking working his butt
off. That's a, that's a lot of hours
to be working. But then second, he wasn't like
doing side hustles. He was just focusing on school,
which I thought was interesting.Did he originally want to go to
Med school? And then he ended up being, you
(06:11):
know, a consultant or an investment banker because he
had, you know, he met rich guys in his fraternity that were
doing that. But the famous line from him
where everything changed was he had to let his father's dream
die so that his could live. He said that was the hardest
call he ever made, was calling his dad and saying, hey, dad,
like, I'm moving to California. I'm not doing this whole thing
anymore. So he graduates, he gets a great
(06:33):
job, he's making six figures. He's a consultant.
I can't remember which company he's he's a consultant for, but
you know, one of the big ones. And he was like, I just was
waking up everyday hating life. I didn't want to go to work.
And he had this moment, this like internal shift where he's
like, I got to go do my own thing.
And like you said, he calls his dad and, and his dad.
(06:53):
It was a good conversation, right, Chris?
Oh, great, great conversation. How did it go?
It did not go well and there wasa big rift and Alex talks very
publicly about how him and his dad have have issues and I find
that fascinating. Yeah, they didn't talk for
years. Again, he he goes to school,
graduates in three years, has a great degree, Magna cum laude,
(07:14):
president of his fraternity, gets a job consulting.
He's he's hitting all the marks,like he's doing the things that
his dad wanted him to do. And then all of a sudden, at 22
years old, approximately, he's like, Dad, I'm sorry, I can't, I
can't do this. I feel miserable.
Like he has a quote where he calls it his rock top moment.
Like he doesn't call it his rockbottom moment.
(07:34):
I like the way that he describedhis rock top.
It wasn't, he wasn't framing it as a victim.
He was framing it as like, actually this is a good thing
for me. Like it was the the momentum
that I needed to get started. This kind of led me down a
rabbit hole because I I've noticed a lot of similarities
between successful people and I did it like a mini study but
with AI the help of AI because this study hasn't been done yet.
(07:56):
But I wanted to know are are youmore likely to become a
billionaire if you've had like aloving, nurturing, successful,
kind present father or not an absentee and or deadbeat father?
And you are twice as likely to be a billionaire if you had an
absentee or like father issues, daddy issues, basically Steve
(08:16):
Jobs, Elon Musk, Jeff Bezos, Larry Ellison, Howard Schultz,
Richard Branson, Carnegie, Vanderbilt, Rockefeller, Howard
huge Larry Page. They all had like significant
daddy issues. And I believe it just it puts a
chip on their shoulder like they're always trying to prove
their dad right, who's not even around.
You know, there are plenty of examples otherwise Warren
Buffett, Bill Gates. They had like good, loving,
(08:38):
doting fathers, Michael Bloomberg, Sergey Brin.
But I just find that interestingwhat that can do to a man.
At least the way he describes it, they didn't have a bad
relationship growing up. It's not like he hated his dad
or it was adversarial. I think he actually likes dad a
lot and respecting him. He just got to the point where
he was like, I can't in order for my, you know, my dad's dream
had to die in order for me to dowhat I wanted to do.
(09:01):
Agreed, it's it's not like his dad left but I think that he
deep down he's trying to be so successful to show his dad.
I didn't go your path and I'm crushing it Despite that, right?
Yeah, it is. I wonder if he knew his dad was
going to freak out. Like, I wonder if he knew, like,
yeah, if I tell my dad this, I'mdone.
(09:21):
Or if, like, his dad had just always been really supportive.
And so he's like, I'm going to call my dad and just tell him.
And was like, wait, what? I'm out of the will.
What are you talking about? Yeah, you're right.
Because maybe he was always supportive because Alex was
always doing what he wanted him to do, you know?
So he just assumed, yeah, Alex loves everything.
I suggest. And then as soon as he didn't,
(09:41):
Alex learned, oh, no, he's he's only supportive if I follow his
plan exactly, not if I do what Iwant to do.
Got it. This moment was interesting for
me because I am not like this duty bound isn't the right word,
but like, I probably care more about what people think.
And so I admire people like this.
My wife Jessica's like this. You're more like this where it's
(10:04):
like, I'm sorry, I'm disappointing you, but this is
what I'm going to go do. Like that level of conviction to
follow your own path, I think isreally, really admirable.
And it shows up for him as we see like, you know, living on
the gym floor, going bankrupt, getting scammed, money tied up.
Like I understand better now whyhe was so convicted later is
(10:25):
because like he burnt the bridges back, he burnt the boats
back here. It's like he he didn't have
anything to go back to. And I think that that's
admirable. And he has a quote about this
whole experience, about taking this job, hating his life.
He says he doesn't regret it because he says you need to
justify the path that you're planning on, Like, go live that
path. Justify it to see if it's the
(10:46):
path you want. After all, some people, you
know, they go down that investment banking route and
they learn, this is awesome. This is as I expected if not
better and he learned it wasn't for him.
So you need the contrast of wow I know what that looked like.
I would prefer to sleep on a gymfloor as long as I'm in control
of my own destiny. So he leaves the East Coast and
(11:07):
he literally just drives out to California.
I've heard 2 reports he had $5000 to his name and one said
he had $50,000 to his name. So somewhere in there somewhere
I was involved. He went to to the Bay Area, to
San Francisco initially. Oh, up to the Bay.
Yeah, to the Bay Area. Where did he go?
(11:28):
Like, why did he go out there? Yeah, Why the Bay?
It's funny because it's funny you ask?
Because I dug really deep into this part of his story.
I assumed that he had a friend there.
I was like, bro, you got to comeout here.
Oh, you need to open a gym. You would crush it.
I found no report of like a triggering event or conversation
that made him decide to leave because he was in Austin.
He was living in a condo that hebought at 22 in Austin, sold it,
(11:50):
went to San Francisco and he didn't open his gyms until he
was in Los Angeles. So there's there's not a lot
going on during that part of thestory.
But where does he go to Shadow Sam?
Sam's Gym. That was in LA in Huntington
Beach. I really like this part of it
because he effectively like really quickly goes and finds
(12:12):
this guy Sam. He owns a gym and and Alex just
goes and shadows him for a couple of months, just learns
the business kind of soup to nuts.
Right after he learns the business soup to nuts, he he
launches his own gym. 7 figure Sam.
That was his name, right? 7 figure Sam.
Yeah, it's a great name. I wish, I wish that was my
nickname. You know?
7 figure Nick. Yeah why do they call him that?
(12:34):
Pretty self-explanatory, bro. By the way, A7 figure Sam is I
found a blog article from 2011. Sam Bakhtihar came from Iran,
moved to Sharon, PA, went to Penn State, then went to LA.
So I think he he had a short jaunt in San Francisco and then
(12:55):
he went down to LA to shadow Mr.7 figure Sam.
I wonder. I wonder if he was a family
friend of some sort. Yeah, definitely could have
been. I mean, the Iranians running in
the same circles. So he, he learned the business.
He launches a gym. Now, what's interesting about
gyms? When we were in college, Chris
called me one day and he was like, dude, I just met with this
(13:18):
guy who owns a Planet Fitness franchise.
Have you ever heard of the Planet Fitness economics?
And I was like, no, what the freak are you talking about?
He's like, bro. And you proceeded to tell me
about Planet Fitness before Planet Fitness had like really
exploded. This is like 20.
Locations in Tennessee today, they probably have over 100 and
I was living an hour from Tennessee.
So yeah, I I remember that conversation.
(13:40):
Planet Fitness franchisees, at least at the time, made between
400 and $800,000 a year of net profit.
So I'm like, what are we doing? Profit.
Net profit for one gym. Oh my gosh.
So I wanted to raise the money to to open a gym in Nashville or
Memphis or Knoxville. There were no Planet Fitness
isn't that is insane to me. So anyway, so so he ends up
(14:02):
going to Southern California. He opens a gym.
It's not glamorous. United Fitness was the name and
it's still around, by the way. You know, dude, so he launches
this gym, He's sleeping on the floor of the gym.
Like I think for nine months he's there.
It really wasn't that comfortable.
Everything he had was in the gym, in the business.
(14:22):
But it starts to do decently well.
It doesn't fold automatically. He ends up building that
business. He gets to a a string of like
six of these locations and kind of in my reading, he says like I
kind of got bored with Jim's, which I thought was really
interesting. It reminded me of you in the
sense you know you started Phoner Store.
You grew up to several locations.
(14:44):
This was like the same year. This was like 2010, 2011, yeah.
Right. Like you were in Alabama at the
same time that he was doing thisand you had multiple locations
and you were just kind of like, I don't know.
Now what I want to do? I want to think I want to do
something else, right? And he's, he's kind of at that
moment as well. It's like I think I kind of want
to do something else. He opened six gyms in three
(15:05):
years and he said that like, youknow, he had two of them were
partnerships with a couple guys,one was a partnership with
another three where he owned Holy and then he had a a
chiropractic marketing agency and a dental marketing agency.
He he talks about this and I just I this ring so true to me
and he said everything not if we're we're making money.
(15:27):
Sorry, keep going. No.
No, because he was a freaking hustler, man.
Yeah. I texted you before this because
I I was like, hey, do you care if I kind of compare him to you?
Like I don't want to be looking like I'm a fanboy.
It reminded me of you so much because he was just trying to
mih just trying to make it happen.
And it was like, all right, I can make a little bit money
here. I can make a little bit money
here. Like he was in the
experimentation phase of like trying to figure out life and
(15:49):
those skills all compounded likeit's it's pretty cool, right?
Those things don't look the same.
He's like, why the Frick is he marketing for dental offices?
Why the Frick is he marketing for chiropractors?
And he's got a gym that he opened, whatever.
And then you look down the road and it's like, yeah, all the
skills that he learned to acquire customers through these
paid acquisition channels, all the skills he learned about
(16:11):
growing media and getting attention all served him really
well after he launchesacquisition.com.
And and even before that, Jim launch was good as well.
But really it's since acquisition.com that he's really
grown that media brand. So it's just like, again, that's
why it reminded me of you is because all these different
pieces that look like they're not really fitting together are
really just compounding each on each other at this point.
(16:32):
I don't want to jump the gun, but his like brilliant marketing
tactic that maybe he learned it from 7 figure Sam, maybe he
invented it, I don't know is thesame thing he's using today.
And it's the whole thing that his new book, $100 Million Money
Models is based after, and he calls it CFA, which I understand
to be Chick-fil-A, but he understands it to be customer
finance. Financed acquisition.
(16:54):
Yes. CFA stands for Customer Finance
Acquisition, which means the customer pays you upfront for
something, You deliver the service, you use the customer's
money to put into paid ads to get more customers, and then the
cost for filling the service is less than what the customer paid
you upfront. So you don't have to have any
money upfront. You collect the money.
You use the money to run ads to get more customers, to collect
(17:17):
more money, to run more ads, to deliver the service for a
fraction of what you charged. So first he launches these gyms,
right? And they're difficult to cash
flow. Then he launches an agency that
is consulting for gyms and it's a turn around and some of these
gyms are paying him, some of these gyms are giving him
equity. Like it just kind of turned in
to a mess. And so then he decides I'm
(17:37):
actually going to go even harderat this and I'm going to launch
a real business. Takes all of his money.
He had like $80,000 at the time.And you can hop in here and
actually tell this story the wayit's supposed to go at any
point. And he partners with a guy who
ends up taking all his money like they were supposed to
launch and then all of a sudden,boom, all his money's gone.
He can't pay his team and his staff.
(18:00):
The launch went well, but he can't do the fulfillment.
And he's in this like quandary. He does something that frankly,
I think is a Chris Kerner special.
It's how do I make $200,000 in 30 days or whatever.
The number, I don't remember what the number was, but it was
like some astronomical number and they kind of have to figure
it out. What and what did they do?
(18:20):
Well, so this was kind of lost everything twice, right?
He got his partner basically, and what his partner did was
they had a shared bank account and he just withdrew everything.
That's it. Most partners have shared bank
accounts. It it wasn't even like it was
like a crypto scam or something.Right, right.
And then he lost quote everything 1 to a payment
processor for six months, which happened to us $400,000 happened
(18:44):
to Nick and I thanks to PayPal scream PayPal.
So he had that happen. And then he also had an issue
where, well, let me back up the CFA, their customer finances,
the acquisition, that's what he built everything on.
One marketing hack and it started in the gym.
His sales pitch was run paid adsto people that wanted to lose
weight. The people would come in and
(19:05):
say, hey, you're going to give me $500.00 for a six week weight
loss challenge. But good news, you're going to
get all back. If you lose the weight that you
think you can lose, we'll give it all back to you.
Guess what? They don't lose the weight.
So he uses that money to put into more paid ads to get more
people to come into the gym and say, hey, $500 weight loss
challenge, we'll give it back. Some people do, you know, lose
(19:26):
the weight and he gives it back,but most people don't.
That's the whole offer, right? The customers are financing the
acquisition of the customers because it's a six week
challenge. That's what he did for $100
million money bottles. That was the whole thing that
gym launch was built on. That's the whole offer that his
gyms were built on and he's still doing it today.
So I just think it's interestingto pause and just look at that
(19:46):
as a framework of one offer, onemarketing hack, one growth
method can scale infinitely across dozens of industries
across decades. It's just like a first
principle. That is always true and I find
that fascinating. Well, and the thing that
happened is, so he launches his business, his partner steals his
money, boom, money's gone. Then he's like, I, I already
committed to these people. I got to figure out how to pay
(20:08):
them. I know what I'll do.
I called someone to tell them I can't do this anymore.
And they said, I'll pay you $6000 if you just like, teach me
how to do it. He was like, oh, I can do that.
Wait, this is, this is cool. They can pay me the money.
This is going to be great. So he then sells a bunch of
those, which is effectively whatgym launch becomes to teach them
(20:32):
how to launch their their gyms. And that's when the money gets
held up by a payment processor. That's when he's just sitting
there like, are you freaking kidding me?
My money's sitting there in the bank account.
It's going to be 6 months until you're going to release it from
me. What the F am I supposed to do?
And that I get, yeah, that freaking happened to both.
To us, it freaking sucked. It was February and they're
like, yeah, August is when we'llget them the funds released to
you guys, half $1,000,000. But I think it was the pain of
(20:54):
those two things where he then goes into gym launch and is
like, all right, look, this is how you get money upfront.
And this is exactly the strategy.
This is how you run the paid ads.
This is how you get paid upfront.
You take that money and then youjust reinvest it back into paid
ads. And this way you're getting cash
first and then you're able to reinvest.
You're not bringing them in, fulfilling the service and then
(21:15):
getting the cash. I think that is such an
interesting shift. Like you're saying in his
business mentality that has funded the rest of his growth,
it wouldn't happen had he not gone through the pain of being
scammed and then having his money tied up with PayPal or
whoever the payment processor was.
And fun fact, he was so worried about payment processors for his
launch last week that he had 29 payment processors lined up and
(21:39):
they were rotating through them throughout the 12 hour launch.
Every 20 minutes or so. Dude I would do of.
Course, absolutely. And like on the one hand, I get
it from these payment processes perspective, basically what they
say is, well, you're a new customer so we don't know what
the chargebacks or refunds are going to be.
So we are going to hold a percentage of your funds for six
(21:59):
months 'cause that's whatever the period of time.
And then after six months we'll release the funds 'cause we'll
have enough data to see how muchwe should hold on an ongoing
basis. I think a lot of people think,
oh, I'm going to launch a business, I'm going to sell all
these products on e-commerce. I'm going to have so much money.
What they don't realize is like,it's not a worst nightmare, but
it's pretty close to the worst nightmare.
If your business does crush it, you're going to have cash flow
(22:21):
problems because those payment processors are not going to pay
out all of the dollars and you're going to have to figure
out how to fund the working capital.
That's happened to us how many times I.
Don't know, 6-8, it's terrible. It's not just for new businesses
either, It's for unexpected volume increases too.
Like a Black Friday event, right?
So all of this kind of came to ahead in 2016.
(22:41):
That was a big pivotal year for him because he had all these
GMs, He had his agencies. He had nine different
businesses. He had just met Layla.
They were dating. And he, he calls himself an
alcoholic. And he would drink a bottle of
whiskey or half a bottle of whiskey every night.
And one night he was drinking and driving 60 mph.
He got pulled over by a cop and he hit a car that was parked on
(23:03):
the shoulder, a parked car. No one was injured.
He walked away from it, but he was going 60 mph.
He hit a car in front of a cop, got put in jail.
Layla bailed him out the next day.
And that was like the massive turning point in his life.
He he was basically saying, like, what are you doing, man?
Like, what are you doing? You you have all these
businesses and you're not makingany money.
(23:24):
You're drinking. Like, I thought, like, isn't
that why you came here, was to live a better life?
This isn't better. He had an attention coach.
Did you know that he hired? No, I didn't know that, Coach.
Yeah, the coach said to him, your stress is because of unmade
decisions, Period, end of story.You have all these businesses
you need to shut down, all thesehard conversations you need to
(23:45):
have, and you're not doing it. That's where your stress is
coming from. So you need to sit down.
You need to call your business partners.
You need to say I'm out, you need to sell your shares, give
away your shares, it doesn't matter.
And then your life will be better.
And so he said over the next 48 hours after getting bailed out
of jail, he called his business partners and had a hard
conversations. He fire sailed his gyms.
(24:06):
He basically gave away 4 sold 2 for like 20 grand, shut his
stuff down. And at that point he's like,
we're going all in on gym launch.
And after that point is when he had those, the theft and the
payment processor and all that, but I think that that DUI is
really what Change slash broke him.
Dude, that really hit me hard. That's your the stress is from
(24:29):
unmade decisions and like we've both talked about it like we've
both gone through gone through that process like like I've been
there like and at this at the same time, when he's going
through the payment processor issues, he's getting calls from
customers who are like, where's my money?
Why isn't it been refunded? He's got to find other payment
processors, probably sketchy ones to process these payments.
(24:52):
He's like doing it in $50,000 tranches at a time.
Like as I was like reading aboutthis, it just trick triggered
kind of the last two, not the last two years, but that two
year period of time when we werelaunching mining syndicate and
even perfume vending where you're like, oh, it's cool.
We're getting a ton of business,but then we're not able to
process it like it's it's freaking stressful.
And if you are then not focused on one business, it just
(25:16):
compounds. Yeah, we didn't even talk about
another thing that happened. He, if he was flying out to
gyms, flipping them in person orlaunching them in person, and he
went out to this one and his whole deal was like, I'm going
to collect all this money from for these six week challenges
and then I'm going to upsell them on your gym and on
supplements and then you keep everything thereafter.
So it was a, it was a good offerbecause he got paid directly
(25:37):
from the customers. The gyms didn't have to pay him
and the gyms collected everything thereafter.
And so he went to one gym to do this.
And then after he flew back home, the gym emailed all the
customers and said, hey, just file chargebacks on all those
and we'll charge you half as much.
Just pay us directly. That's what they did.
And so he was hit with hundreds of chargebacks from one gym
(25:59):
because the gym owner just wanted to capture all that
revenue for himself. F that guy.
What's it, Alex? Name and shame.
OK, well, name and shame. It it just goes to show which
you'll, we've lived through this.
Like when you do all of these things, your surface area for
fraud and scams is just massive and your surface area for luck
is massive. But that's the trade off you
(26:19):
make. It's massive and then it's also
massive when you add massive value because like he, he made a
ton of money and so these gym owners are, are like, well,
that's not fair. I want that money, right?
There's like this jealousy component.
He just goes home. They got to run the business
now, right? I got.
To freaking run this business now What the freak bro.
What's interesting is he actually just went on my first
(26:42):
million and said if he had to start all over again, this is
the type of business he would dois he would go out find a high
ticket item. He said he would focus on the
health services space, but find a high ticket item and just go
find who's going to do the fulfilment and say what will you
pay me per lead? And they're like, I'll pay you
$500. He's like, OK, great.
And then he's going to go out and charge $2000 and then he's
(27:02):
just going to keep the difference.
So business model that works, worked for him, continues to
work for him. Botox, teeth whitening, anything
with a lab coat, I think, he said.
So when he launches gym launch, it goes so freaking well that in
the first year they do $24 million in sales.
Do you know what their net margins were in in 2020 or in
(27:24):
their first? Year it was like 60.
Percent or something, it's like $17 million, yeah, 17.
So in like an 18 month span, he goes from sleeping on the floor
of a gym, basically being homeless.
We can't forget the Leila Hormuzi quote of I would live
with you under a gym if it came to that right so.
Under a bridge. Under a bridge.
(27:44):
In a gym. I'm so dumb.
Oh my gosh, that's what I meant.But she probably did say that,
actually. Dude, he goes from that to
making $17 million in a year. Do you know how much money that
is? I feel like the the duration of
compounding is directly correlated to the duration of
(28:04):
how quickly you can turn things around, right?
You just grind and you compound and you test and you growth hack
all these things for a decade and you get some hits, you get
some losses, you get scammed, you get defrauded.
You got to the longer you do that for compounding your
learnings and your lessons equals, the shorter the amount
of time it's going to take to turn things around for you.
(28:27):
I've experienced that myself. You're.
Going to make a lot of money this year, but for people who
don't know you, it's like, oh, of course, look, I was
successful use freaking crushingit.
For people who do know you like me, it's been this for a long
time and then all of a sudden foot it just rocket ships up.
It wasn't this up and to the right consistently for a period
of time. It just compounded very, very
(28:48):
quickly. And it's that same principle
that you just said, right? Like Alex is grinding for a
really long time hits and that first year they just freaking
crush it. I think that was 2018 was their
first full year. A gym launch.
A gym launch 2019 they introduced a new product which
is selling supplements and I think they get to 36 million in
(29:10):
that second year and they. Prestige Labs.
Prestige. Worldwide prestige.
Worldwide, I love that company that lift shrimp I think was one
of the spokesman, spokesman JohnRalphio continues to compound.
And then in 2021, they get an offer from a company that to buy
66% of the company. And what Alex says is at that
(29:31):
moment, they had taken about $43,000 of distribution, 43
million, $43 million of distributions up to that point.
And then they got another 20-30 forty.
I can't remember the exact number.
It was like that was also 43,000,000 what they sold, OK.
OK. And then they got another
43,000,000 and he was sitting onlike $60 million of cash in
(29:54):
2021. So think about that. 2017 to
2021 is only four years. It's not that long.
He goes from broke, broke as a joke to just having $60 million
in his pocket. And that's when they launch
acquisition.com, that's when they kind of go to this new
Holco model. Yeah, it's crazy.
It is crazy. And he says he he made a half a
(30:15):
half a billion dollar mistake bynot launching ACRM.
Basically what Allen was, was itwas a lead management software
for gems to handle all the leadsthat he was teaching them how to
get. And he said the CRM was a much
bigger market. It would have been a half a
billion dollar business. I don't know.
Yeah, yeah, I, I read that as well.
It was a good software. I think the other thing that he
(30:36):
acknowledges though is like hindsight's 2020, like how was
he supposed to know? And yeah, maybe that was $100
million miss, but he also had $100 million win in there and
it's allowed him to do what he did next.
I think what was interesting forme is that right after he sells,
they're not sitting on their hands.
I want I want to say is like. One day, he said.
The next day. That's right.
(30:56):
The next day, acquisition.com, like acquisition IT, it's a
thing. He's launched this company where
they're going to be now essentially launching a family
office, investing in other companies to grow other
companies. Yeah, you know Russell Brunson,
right? He's here in Boise that don't,
For those that don't, he's the Click Funnels founder, Internet
marketing OG guruhewrote.com secrets and expert secrets.
(31:21):
Basically what Alex Hormuzi has done has taken these webinar
principles, these marketing Internet marketing make money
online principles and boiled them down to the highest, the
best and highest use he could think of, which is acquiring
other companies. Previously it had only been done
for like high ticket course sales and and PDFs and webinars
(31:41):
and whatever he said. Why don't we just take those
same first principles and apply them to acquiring companies and
building the next Berkshire Hathaway.
And he's doing it quite successfully, at least appears
from the outside. If he was just a typical Jim
bro, he could have just gone bought like Lamborghinis and
Ferraris and taking trips and pictures on a yacht and like
just blown the $60 million. But he doesn't.
He takes that money and they start investing in companies.
(32:03):
So do you know what their investment criteria was?
I thought this was cool. No, please.
OK. So 2021 they
launchedacquisition.com. This was their original
investment criteria, asset light, high cash flow, sales
focused service and digital product businesses.
You can think of those as two different things, right?
Sales focused service that couldbe a home services company, It
(32:25):
could be something somebody actually comes in physically
provides and digital product business.
So digital product would be a course education, marketing,
sales, etcetera, etcetera. I mean that hits all the all the
things like all of his learnings, he's like, all right,
I don't want to be asset heavy. I don't want to be in a bunch of
gyms. I want to be high cash flow
because I'm tired of playing this game where we're worried
(32:47):
about what our cash is going to be.
And then he double s down on hissuperpower, which is sales.
Like systematizing those sales processes is kind of one of his
superpowers. And he's like, I'm just going to
take that, find companies that need really good sales systems
and processes. Boop.
I overlay it instantly. They're creative when I invest
in those companies. It sounds a lot like what our
(33:08):
thesis used to be, right? Sales, heavy operations, light
service businesses. And you and I know at least
people that have gone to his seminars and people that have
been portfolio companies. I know two people that either
are or were acquisition.com portfolio companies.
And I asked them like off the record, listen, you know,
between me and you, this hormoneis a guy.
(33:29):
What are we talking about? Is he, is he for real?
Is he legit? It's.
Just it's just you, me, and the limitless pendant.
Yeah, that's it, That's it. Every single person I have
talked to has said he is worth his weight in gold.
I would have give had I known the value he would add.
I would have given him so much more equity.
Like everything he says and touches just turns to gold.
It's kind of weird because like,we've now started to get to know
(33:51):
people who know who run in thesecircles.
And I have, I have not seen anybody yet doggone Alex or
Mosey who's actually either gotten to know him or worked
with him. They're like, yeah, he's he's
the real deal. He really does work hard.
He really does believe those things.
And it's his success is verifiable.
Like he literally did walk away with $60 million after he sold
(34:12):
his company. Now the strategy that he took
post sale, I think is the reasonhe gets the hate.
So let's articulate what his strategy has been.
His strategy has been high volume, value packed information
given away for free or almost free.
That's been his strategy. And he's just constantly putting
out content around how to grow, how to scale, how to build your
(34:36):
business, cheap books, etcetera,etcetera.
I think that that's kind of the reason why he gets hate, right,
is because it feels like he's a guru, because usually only gurus
are putting out that kind of content, don't you think?
Oh yeah, yeah, a guru is definedby the quality of their content,
right? Not not in how they deliver it.
In my opinion, I would think themost gurus do not deliver on the
(35:00):
quality that they promise. And I feel like he over
delivers. Yeah, I guess I was, I was
meaning in the sense of people'smisconception, not
misconception, people's perception of that word guru of
like, oh, it's somebody who's saying this is what you're
supposed to do. They've never actually done it
or it they're making it easier. Like, yeah, Tai Lopez knowledge.
(35:21):
I tweeted. I said I'm 100% certain that
Alex Hormuzi will go down as oneof the greatest business minds
to have ever lived. I've never heard anyone trash
talk to him that is actually taking the time to listen to his
business advice. Yes, he sells stuff that comes
with the territory. One of the commenters said, oh,
yeah, yeah. So let me get this straight.
Bezos, Jobs, Musk, Carnegie, Rockefeller, Hormozy.
(35:42):
And my reply to him was, yes, like, yes, here's something a
little controversial. Rockefeller, Carnegie couple,
100 years ago, if they're alive today and they start digging
around on the Internet and they learned that you can make this
much money doing what Hormozi does.
They're selling courses, I'm going to call it right now.
Yeah. They were building railroads
(36:02):
because that that was the opportunity.
They were opportunists at the time, right?
If they were Internet marketers,they would be making money in
opportunistic ways as Internet marketers.
So this is something I've been thinking about.
I agree with you, leverage in all the readings that I've done
knowledge books, you know, Hormozy is obsessed with this
leverage concept is like, can I get more out of the same input.
(36:25):
If you look at all of those men,mainly that you just named, what
they were able to do is take advantage of a new type of
distribution. You have the early
industrialists who built manufacturing plants and all of
a sudden they were able to create massive amounts of
quantity given the way that theythat they set up the new
production processes. Quote, Bill Gates was able to
(36:48):
distribute his software because now it's a much smaller cost per
unit in a new way that nobody before him was able to do.
Bezos launches on the back of the Internet, Amazon, now he has
this massive new distribution channel.
Mark Zuckerberg creates Facebookon the back of the Internet as
well. Alex is kind of just the next
iteration of that. He's realized, oh, the attention
(37:10):
economy is real and this is a new distribution mechanism.
And so I don't have the money orthe background or the investors
to go and compete with everybodyelse who does it the traditional
way, raise money, whatever, havesuccess, inherit it.
So I'm going to take my money, I'm going to grow an audience,
and then I'm going to use that audience as a distribution
channel. And the way I'm going to build
the audience is by giving away stuff for free, building trust.
(37:31):
And then I'll, I'll do the ask and then I'll ask them for $6000
for 200 bucks. Yeah, no, not even a chuckle.
Sorry. You were locked.
In I'm sorry, all entrepreneurs do is they're just feeling out
where the energy is. Like they're just testing all
kinds of things. Oh, what's giving me energy?
I'm going to, I'm going to follow that like water flowing
(37:51):
to the lowest point. That's all I do, right?
And so like, did I ever plan to be an influencer?
Absolutely not. But when I start, like when the
first time I tweeted, it was just a test, test everything
except drugs, right? It's another test.
Oh, there's some feedback. They like it.
Let's tweet again. Oh, this guy just tweeted.
That was interesting. I'm going to try that hook.
Let's oh, that did even better. I'm just finding energy, right?
(38:14):
Next thing I know, I'm a, I'm a freaking guru, right?
This wasn't in my master plan, you know.
And so, no, another way to put it is, if Alex Hormosi was alive
200 years ago and he was in the same kind of rooms, living the
same kind of life as as Rockefeller or Carnegie, do you
think he'd be building railroadsor starting oil companies?
(38:35):
Yeah. Why isn't it true the other way
around? He's an opportunist.
Yeah, there was a quote, I don'tremember who said it, but they
were like, if Bill Gates was living 1000 years ago, he would
have been Genghis Khan, which islike Bill Gates.
What's funny to think about. It is funny to think.
About jumping over a chair, yeah.
Yeah, yeah. But they are the type of people
(38:56):
who just had the mentality of where's the arbitrage?
Cool. I found the opportunity.
I'm going to go out at 110%. And that's what Alex is doing.
He's like, OK, there's an arbitrage right now in
attention. That's what I'm going to hammer
home every single day. Yeah.
So that's part of his media strategy, right?
He's he's like trying to build as much trust as possible.
So he starts putting out social media content and then written
(39:17):
content as well. And he has two books.
What were his books, Chris? Well, his first book is $100
million offers, and I've read it.
It's an amazing book. I refer people to it all the
time. I haven't read his other two,
but I assume they're just as good, $100 million offers was a
huge book. His launch was an insane
success, second only to his launch last week.
(39:38):
And then his middle book. His second book, $100 million
leads, was like, OK, it was third of three as far as like
the size and scale of the launchand the number of reviews and
accolades it got. His books were, for me, the type
of response was like, I didn't want to like them and I love
them. I was like, OK, I guess I'll
(39:58):
read this because it sounds likepeople are making it a big deal.
And then you read it, you're like, Oh my gosh, this guy is
the way he looks is not the way I would think he thinks.
He's a great thinker, yeah. He's a great thinker and they're
not. The thing I love about it is
they're not principles that are just new.
He's just effectively repackaging the sales principles
and saying like, hey, entrepreneurs, did you not know
(40:19):
this is what you're supposed to do?
This is how you follow up. This is how you run a campaign.
This is how you ask for the sale.
This is how you price things. This is how you anchor.
Like it's just very clean in theway that he communicates it to
the normal man. And it's dense.
Like you read books sometimes and you you might get one good
point from a chapter. I find good points from every
(40:40):
paragraph, if not every sentence.
Like it's just a book that you can tell he he rewrote and
rewrote dozens of times. Like extreme attention to
detail. Totally agree.
He launches those books, it's going well.
And then all of a sudden he's like, hey, guys, I'm going to be
launching a new book. And he's been teasing this like,
you're going to be surprised by this launch.
He's going on a podcast tour. And we're now we're here.
(41:01):
Chris, tell us about the launch.So he spent the last six weeks
on podcast, most importantly, running paid ads.
This guy spent over $4 million on paid ads eating his own dog
food. He was spending the money that
he was receiving in pre sales for this book, right?
(41:21):
So on the surface, like taking so much risk, who spends $4
million in ads to sell a book? No one.
And he's looking at it like there's no risk.
I'm selling the book and I'm using the the funds from the
book, the pre sales to put more into the book.
And he's tracking everything. He knows how much e-mail, how
much every registrant to the webinar e-mail is worth.
(41:44):
And he's not just like blindly throwing money into ads.
At one point he was putting 2 to$400,000 a day into ads at its
peak, which is insane. This is a book he had over
1,000,000 views on his live stream.
He streamed for three days straight 10 to 12 hours per day,
which is not a thing does not happen and he sold a 200 book
(42:06):
offer at $6000 but he he angled it as a 200 book donation.
He led the webinar with the PainPoint which is like webinars one
O 1. The Pain Point being the average
business owner in America only takes home $48,000 a year.
I want to do good to the world by providing free business
(42:27):
education to business owners. So if you buy the $6000 package,
then I'm going to quote UN quote, donate these 200 books to
business owners on your behalf. Which was all a growth hack to
get the Guinness World Records for most books sold, to hack the
New York Times bestseller list, the Amazon bestseller list, and
to make $105,000,000 in one day.Dude not only that, he just
(42:51):
recruited every single person tobecome a salesman for his book.
22,000 affiliates, yes. What did he pay them?
A percentage of sales? No.
No. Like access to a Slack they
paid. For the privilege to be an
affiliate. So now they've got 200.
I mean, how many people have I seen on Twitter that are like, I
got 200 bucks? DM me if you want one.
(43:12):
Yeah. What do I do with these?
There's going to be kids in Africa reading lime green books
wearing like Utah Jazz 1999 NBA champion.
Shirts, Western Conference champions, Sacramento Kings.
That's freaking funny. But no, I'm like every single
one of those people are now, because he spent all that time
(43:33):
building up this goodwill with people, they're bought in like
they were. It didn't really matter what he
was selling in that webinar. He could have asked for
anything. And they've been like, I'm in
Alex, you like you've already delivered all of this value to
us. Take my money.
Did you do the $6000? No, no.
Were you even close? Be honest.
No, I didn't watch the live stream.
Like all of this research that Idid for this podcast was done
(43:54):
after the fact. I saw people on tweeting about
it. But Saturday I'm working in the
yard, dude. I got holes to dig.
I was very close. I was very close.
To buying, I was like, yeah. And then I was like.
Because he's so good at selling.Like I knew if I watched it I
was going to buy it. Well, what was crazy is like he
turned it into an event and a spectacle.
Yeah, it wasn't just, oh, I've got good sales processes and I
(44:14):
know which funnel people are going to go to.
It was an infomercial and like he created this event where
people would attend and they watched it and they were talking
about it with their friends likeit was different.
It was really cool. Well, there's a a lesser known
guy that people most people havenever heard of.
His name is Jason Flatley and and he's basically Russell
Brunson, except not nearly as possible.
(44:35):
Except not nearly as popular. Jason Flatlin invented this
webinar structure and then Russell Brunson packaged it in a
really pretty way and sold it inhis book.com Secrets and Expert
Secrets. And his whole, his whole shtick
was get the book for free, just pay $20 shipping.
Here's a secret shipping a book cost $4.00.
OK, so it's not free, but that'sfine.
(44:58):
That's fine. So Alex Hormozi paid for this
launch, Jason Fladelian, $25,000to see the slides that he uses
for his webinars, $25,000 to seea PowerPoint.
And why wouldn't he? Like, how much do you think that
moved the needle on this $105 million that he made in a day?
(45:20):
Well, the other thing that it did is like it became an
infomercial and then you're likewatching the sales tick up.
And what does that create, Chris?
You've got all these guys, mainly guys who are like, oh,
Alex Rosie's selling this thing.Oh, people are starting to post
that they bought it. 100,000 people get over 1,000,000 views,
but let's just say concurrently 100,000 people watching.
What does that do to them? It creates FOMO, Yeah.
(45:44):
And loyalty. Yeah, 'cause they, they already
have the loyalty. But also, I don't want to miss
out. Chris just bought.
Chris just bought 200 books. OK, I'll, I'll donate $6000 to
Alex for him to give me 200 books.
What an amazing reframing of that.
Hey, did you buy that newest Harry Potter book?
No, no, no, no. I donated $100 to JK Rowling and
(46:04):
I got the whole set. Dude, they're going to be so
many Internet marketers in Kenyathis year.
They are going to be so skilled at slanging webinars.
It's so good. In all seriousness, like what?
A playbook for a launch? I don't care what you're
launching. It doesn't have to be a book
anything. Why would you not just copy this
(46:26):
playbook? Yeah, you're not going to have
$4,000,000 to spend on ads. But one thing he said in his
announcement is the whole reasonI'm doing this launch this way
is because this is what I'm talking about in the book.
I'm eating my own dog food. The six week challenge, the CFA
principle, like the only reason I'm selling this book instead of
giving it away like the previousones is just just 'cause I want
(46:48):
to show you that the book works.I don't even want this money.
I don't even know what I'm goingto do.
I don't. Do I need an extra $105 million?
No, I don't need that, Julie. No, it's, it's just creating.
It's creating more credibility, it adds to the flywheel and he's
just increased his surface area like the the 200 book donation
(47:11):
is pretty freaking cool. He calls it an ignorance tax,
right? Like buy this book because the
the price of being ignorant to certain business tactics that
can bring you from $48,000 a year to $480,000 a year is very
expensive, right? So what's $6000 in the grand
scheme of things if it helps youlearn and not be ignorant to
(47:31):
these cool offers and tactics? Let me ask you a question,
$6000, do you think it's worth it?
Let's say you didn't read any ofhis other books, but you know
everything you know about him. Do you think $6000 for the
books? And I think you get like a
webinar to get access to his GPT.
If you're a business owner who really knows nothing about the
(47:52):
sales in the lead generation process, etcetera, do you think
6000 is a reasonable price pointto pay to get that level of
education? I think the 8020 rule applies
and it's worth every penny of buying that $30 book.
I agree with you. You, you could go and cobble it
together and you could, you could buy the books and
individually whatever. But I do think that if you
(48:16):
implement the stuff that he gives away in those books.
Well, yeah, that's the big That's a massive if though, and
statistically speaking, the vastmajority of people will not.
They won't even crack the book. That's just human age, but
that's on them. It is on them, but I I also
don't think it's a crazy. I know he was getting knocked.
People were like, oh, I have nothing to sell you Alex
(48:37):
Harmozy. And then it was like a
screenshot of him selling that. I didn't have a problem with it.
Anyways, I think I'm I'm fanboying out anyways, so Chris
called me on Monday, Tuesday andyou were like, hey, when you
have an emergency hole cobros, let's just deep dive on this.
And I was like, you had me at hey.
And so did a bunch of research. Here's one thing that I just
(49:00):
loved about him because I saw some of my relationship with my
own father in this. His level of conviction was
crazy. He was smart enough to go to
Harvard Business School. It's obvious I didn't realize
that, but he was smart enough todo that.
And he just was like, no, I got to go do my own thing.
So he pivots there. He was smart enough.
He shut down his chain of gyms. They were probably doing
decently well. And he's like, no, we're going
(49:21):
to go in a new direction. He sold off multiple companies
after he had like grown this portfolio because he's like, no,
I need to focus. But I think, like, that level of
focus and conviction is incredibly admirable.
And you need to find what you are focused on and what you
truly believe in and go for it. For me, that really stood out in
(49:43):
doing this research with him. I would say one big unlock I had
was that the level of focus and conviction he has is directly
correlated with the level of love he has for the game.
Because if you like, you're not going to sit there and grind 12
hours a day every single day. If you don't love it like you
(50:04):
just won't. I can sit here at the computer
and grind all day. If I didn't have a family, I
would be exactly where he is. I would be at this computer just
typing away, growth hacking all day everyday.
And I wouldn't feel like this hero with this an amazing work
ethic. I would feel like I'm just doing
what I truly love, you know? And so he loves it.
He's in the game and he's the perfect testament of don't
(50:26):
interrupt compounding. And I've talked about this a
lot, but in my opinion, compounding is staying in the
game with one business, 100 businesses or whatever.
Just stay in the game and you'llwin.
And if you find product market fit, then you're not going to be
distracted by shiny objects. But if you are distracted by
shiny objects, then that is a signal that you don't have
product market fit and maybe there's something worth looking
(50:48):
at. OK.
So I'm going to add to that. I'm going to share this really
quickly, like clip of his that is pretty popular.
You've probably seen it. I want you to listen to the
question and then listen to his answer.
So he's in a podcast and this podcaster asks him this final
question. I ask every guest at the end of
the podcast, what's the best piece of advice you've ever
received? But I'll change it for you a
(51:08):
bit. I don't know.
If all your books, videos and tweets were erased from the
Internet forever, and all you had was the next 60 seconds,
what's the most useful thought you could leap to the world?
Figure out what you want, ignorethe opinions of others, and do
(51:32):
so much volume that it would be unreasonable that you would be
unsuccessful. And then he and the podcast host
just, like, stare at each other dreamily in the news.
But. I love the look on his face as
he says that. I know that's the quote.
I mean, that's, that's Alex Ramozi, right?
Find what you want, ignore the opinions of others and do an
unreasonable amount of work or do so much work that would be
(51:53):
unreasonable for you to not be successful.
I think that's that's his ethos.Yeah, volume negates luck, is
what he says. Volume.
Negates luck. Volume also creates value.
I thought that was really interesting.
The other one that I thought wasvery interesting is the
importance of finding the right partner.
And so he's got, I think any of us have two very, very important
(52:15):
partners in our lives, spouse and business partner.
He happened to find his businesspartner and his spouse in the
same person, which was Layla. And so, and what's really cool
is he talks really positively ofher, like he, he admires her
like he loves her, not just as like, oh, she's my wife and I
love her, but he's like, no, didI respect the crap out of her?
She's the CEO of their companies.
(52:36):
He went out, he did kind of likeall the marketing and he just
handed off the infrastructure toLayla.
So like this story's not told inthe way we're telling it unless
he had a business partner like Layla and a life partner like
Layla, you know, and she just happens to be the same person.
But I, I do think that that dynamic was really interesting.
(52:58):
I also think the flip side of that is he compounded the time
that it took for him to find theright thing.
We're like many people takes years.
And he was just like, F it, I'm going, I don't care.
And so it's like he just shortened the timeline for it
and went through all the crap that he went through.
I think the most important thinghe said in that clip is find out
(53:19):
what you want to do. Like, don't gloss over that.
You've got to find that out. Most people, like, treat that
decision as if it's like, where am I eating lunch today?
You know, oh, oh, I got to register for my classes.
What's my major? OK, I guess I'll do that for the
rest of my life. Like.
That doesn't make sense. Yeah.
And then most people change their major or they learn that
(53:41):
it's not for them. Like, you just got to find out,
like, what you truly love. Like, there, I truly believe
there are no lazy people. They're just people that haven't
found what they truly love to do.
Yeah, I agree with that. And I think, you know, we don't
spend enough time sitting and thinking and contemplating what
we want to do. I I had Sam Parr on my podcast
and that was an amazing conversation because in the
(54:04):
middle of conversation, he's like, yeah, I just sit and think
for a couple hours a day. What?
What? You were like Sam.
No offense, but are you autistic?
Sam be honest, He's like, no, I just sit in my office and I just
like think about stuff like whatthe freak?
But even in that answer that Alex gave, there's a big gap.
When the kid asks him the question, he and he just like
(54:25):
sits and thinks about it deeply.I think that contemplating is
good, but contemplation without action is wasted time.
And he contemplates and then makes a decision.
And that's admirable. I contemplate and sometimes I
don't make a decision. You don't contemplate and make a
decision. That sounds about right.
(54:45):
So like, anyway, I just, that part was really interesting is
like, yeah, OK, he thinks about it.
He thinks deeply, makes a decision on to the next thing.
I'm in. Well, is that a wrap?
It's a wrap Jack. All right, what do you think?
Please share it with a friend and we'll see you next time on
the Kerner office.
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