A lot of what built my business came from studying what Alex Hormozi did early on and applying it to my own companies.
Not his personality. Not his content style. The decisions underneath. Which skill to master first, how to price, when to build, how to sell, and where to put attention.
Here are the ten lessons I took from him that you can copy too.
1. Master one money making skill first
Early on I tried to sell a high ticket product, grow YouTube and grow Instagram all at once. None of it worked, because I had no leverage.
Hormozi focused on client acquisition first. Most people do the opposite. They build a full curriculum before proving anyone will buy it.
A flawed product you can sell and fix beats a perfect product you can’t sell. One channel, one product, one revenue source, until it works.
2. Lead with free value
Hormozi’s early YouTube strategy was to give away useful content without selling to viewers.
I do the same with my free school group. It covers business operations, mindset, social assets, course planning, recording, editing, publishing, and bonuses like advanced ads training.
The goal is for the free content to be so good that people assume the paid product is even better, or they see the paid part as implementation help. I need people to actually implement what I teach, because I don’t have the leverage to do it all for them.
3. Build a high value offer
My first fitness program was $3,200 for four months. Hormozi’s Gym Launch was roughly $16,000 to $32,000. That showed me what high ticket could look like.
I went from a $47 program idea to offers mostly in the $16,000 to $48,000 range, plus a $98,000 program. A few good clients can produce millions, and high ticket clients are easier to work with.
Think about the math. At $47 you need thousands of buyers to build anything real, plus the support load that comes with them. At $16,000 you need a handful of the right people. If you want to learn how to build an offer like that, start with the free curriculum and training resources that are already out there.
4. Sell it before you build it
I spent a year building a $47 program. Then I found out nobody would buy it. If I had tested sales first, I could have pivoted a year sooner.
Shark Tank is the cautionary tale. Founders spend years and borrow heavily, so by the time they pitch they are desperate and take bad deals.
Use pre orders to test demand. If you can’t sell it, don’t build it.
5. Keep the sales system simple
Hormozi and I both learned sales face to face. My door to door background taught me more than any course.
I don’t like sales trainers who spend an hour on the opening pre frame. You want a simple process your team can learn fast. Mine has seven steps, and that’s all you need to close a deal. Hormozi and my friend Cole both shaped it.
The test is whether a new rep can pick it up and run it without you. If your process only works when you are on the call, it isn’t a system yet.
6. Productize your expertise
Early on, most businesses are one on one coaching or fulfillment. That’s normal.
Once you hit roughly 20 to 100+ clients a month, you need scripts, templates, SOPs and a curriculum so every client goes through the same process.
Think conveyor belt. Service quality stays high, but the core process is the same for everyone. Heavy customization caps how big you can get.
7. Use long form content to build trust
For years my YouTube channel wasn’t a priority because I was running multiple companies. Now I’m investing in it.
People who never buy still tell me the videos build trust. A two hour video can build trust in about a week. Short form reels might take six months to do the same.
My best leads come from YouTube more than any other channel.
8. Run paid ads and measure sales
I’ve spent over $30 million of my own money on ads. Hormozi got strong returns from Gym Launch’s ads too.
Paying for leads is still profitable if you can convert them. My target is simple: spend $1, get back $4 or more.
Organic followers can be cheaper per customer, but most of my recent income has come from paid ads.
9. Track sales, not vanity metrics
Hormozi found most of his team’s sales came from his business content, even though he also posted about fitness and relationships. Each topic pulled in an audience for that topic, and only one of them bought.
Views and followers matter less than whether the audience buys. Some small channels with few views produce huge revenue because the viewers are the right people.
10. Own one platform, echo on the rest
Instagram is my main sales platform. My team concentrates on Instagram and YouTube, then repurposes to LinkedIn, TikTok and X as tweets and threads.
Buyers usually need about seven touchpoints before they purchase. Master two platforms before you expand, instead of trying to do seven things at once.
The takeaway
None of this is complicated. It’s about sequence and focus.
- Get one skill and one offer working before you add anything.
- Give away real value, price high, and sell before you build.
- Keep sales simple and productize delivery so it scales.
- Use long form for trust, ads for volume, and judge everything by sales.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
