I spent 200 hours studying Alex Hormozi part 2 — Exposing Alex’s top business secrets

To the new ones, Alex Hormozi together with his wife Leila, whom he’d married for business, owns a portfolio of companies which as of right now brings in over $200 million/year in revenue. His personal mission (and of his company) is to make real business knowledge available to everyone.

Soon after Russel Brunson had told him in a conference he had a level 10 skillset and a level 2 opportunity, Alex graduated from being a gym owner and running a successful gym chain and teaching it, to making online content aimed at aspiring entrepreneurs, running a portflolio of 100+ companies under Acquisition.com and writing books —

In his first book he teaches making no-brainer offers, and the book is essentially free, coming in at 99 cents a piece.

His second book, $100M leads, should by his words be coming out any day now, and it’ll have the same baby price as the first; only 99 cents per copy.

Why so generous?

At first it seemed obvious to me. After all, one of the maxims he lives by is to “make your free stuff better than their paid stuff.”

Then I started to watch more of his interviews.

In one of them, Alex said he asked himself a question —

“What do I want the end of my life to look like?”

And to that he said, “I would like to die with nothing left to give. But if that’s how I want to die I have to change the way I live now. My videos or the $25 million I’d make by spending the 1300 hours it’ll take to write the book on helping out businesses won’t outlive me.”

Goodwill and personal brand have recently become much, much more important factors to him than what he earns in terms of cash.

In his words, the standard by which he measures his self-worth has shifted over the years from his net-worth to how much value he can provide to as many people as possible, without asking for anything in return.

“People who help others (with zero expectation) experience higher levels of fulfillment, live longer, and make more money.” — Alex Hormozi in $100m offers

Alex attributes his success not to his genius or confidence, but to the foundations he laid down over the years of doing boring work and putting in the reps, first at the gym and then doing cold calls and then regularly speaking to an almost empty room for years when he started his podcast.

In a world where most everyone is thirsty for shortcuts, this approach is a secret hidden in plain sight.

It’s not sexy, but it works, and it also leads to personal transformation.

There are 3 major pieces of advice Alex gives to starting entrepreneurs —

1. Commit to activities

Key point: To attain a goal, forget about it and commit to the actions that will dependably lead to its realization over a long enough time horizon. The biggest tax we pay is the tax of ignorance.

“99% of the things I’ve learned I’ve learned through doing and failing. The only real failure is the time you waste hesitating before doing and the time wasted doing inconsistent actions.” — Alex

Through doing the work we build our core character traits and the capacity to do work — your work works on you more than you work on it.

Q: What niche should I pick?

Alex: The one you can help the most.

“If you think of the work you do as increasing your ability to work rather than producing the outcome of the work, it might help you get through some of the tougher times. It did for me.” — Alex

2. Stack evidence of success in your field

Key point: The Internet gives us unlimited leverage (in theory), but every one person’s actual reach is tied to the weight of their name.

In general, but even more so now in an age of information overload, we always first look for evidence that the sources we get our knowledge from really walked the walk before talking the talk.

As Alex says, once you know someone did what you want to do, you can put your guard down, relax, and download their knowledge.

If you do cool shit and then talk about it, this establishes the right context for effortless learning and selling.

Not doing so makes the audience tune out.

Example (this one Alex gave on stage): Rosie had some skin condition, and we started giving her magic pills. Look at her skin now, it’s amazing. As you can see, this worked for my clients, so there’s no reason why it shouldn’t work for you.

This is effectively what Mr. Beast does if you switch out the talking for making videos, and he makes the most viral videos on YouTube.

Alex suggests to change how you address the audience from how to do something to how I did it, because it sounds less preachy and more relatable. You’re speaking Your truths rather than claiming to know The truth and that way it clicks better in people’s minds.

I stand here, before you now, truthfully unafraid. Why? Because I believe something you do not? No, I stand here without fear because I remember. I remember that I am here not because of the path that lies before me, but because of the path that lies behind me. — Morpheus

Key takeaway: If you start doing the things you should be certain about, you don’t have to have brevado. If you limit what you talk about to what you know and admit ignorance in other areas people will trust you more.

3. Cultivate speed of execution

Key point: Speed is not about doing faster, it’s about reducing the gap between deciding something and doing it to as close to nothing as possible.

Alex uses the analogy of an omnipotent being — as they think, the thing they think comes into existence.

The more like that we can be, the stronger we are.

Speeding up the process of paying down our ignorance debt gets us to the 1% of the actions that produce 99% of the results faster —

if hypothetically Mr. Beast could transfer his current knowledge of how to make a good video to his past self, he could get to the number of YouTube subscribers he has now in a fraction of the time it took him, because he could start making viral videos immediately.

Story time: “I’ve been reading a handful of interesting books lately and I’ve referred them to my entrepreneur friends who are all doing in the range of $5–15 million. What was amazing to me is that every single one of them read the book immediately, sent me back their notes, told me what they were going to do and gave me feedback on the angle they were going to take with it.”

— Alex Hormozi

Speed comes from not taking detours.

Reduce the gap between thoughts and reality.

Drag your time horizon by the balls into the present.

Example: My process of writing an article consists of 5 steps —

• Getting an idea
• Making a rough outline
• Doing research and gathering material
• Writing and revising
• Proofreading and making final edits

In this example, the way I understand the concept is to reduce both the delay before starting as well as in between each of these five phases as much as possible without hurting the quality of the writing.

You can most likely apply this formula to the business field of your choice.

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Chapters: Intro, Alex’s mission, Commit to activities, Stack evidence, Speed of execution.