Pod Insights The Game with Alex Hormozi we made 106M in 72 hours. | Ep 929 About this episode Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast, you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned and will learn on his path from $100M to $1B in net worth.
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Transcript 4,403 words · 10 speakers
Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.
0:00 Alex Hormozi? I'm Alex Tramose. Welcome to my $100 million Money Models book launch event.
0:15 Alex Hormozi? I think it's possible to put a book in the hand of every entrepreneur in America. I'm hoping that more people get into entrepreneurship who are not. People who are in it do better. And the people who are doing really well help me on my mission to get the books in everyone's hands.
0:36 Alex Hormozi? I thought it would be cool at the beginning to have the $100 million series do $100 million launch.
0:44 Alex Hormozi? So the $100 million book series was actually written as one book. And it had offers, it had leads, and it had money models. It's a massive thing. I then broke it into constituent parts. Each one stacked another layer of skills on top. So first you have your offer, then you advertise your offer, then you monetize the offer. Now, it makes more sense when you think, oh, all three of these were one book. It was, but parsing them out like this made it better.
1:14 Alex Hormozi? The point that I wanted to prove when I started writing this stuff ages ago is that I didn't have a brand when I did all the stuff that I did with Jim Lohr. I didn't have any of that. All I had was just skills. And so I thought, if I can document these skills, then I can have a visual demonstration of proof in real time that these skills, when used properly, can result in a $100 million thing. The difficulty was going to be the props and the set. Because we have events, we have people, we have things that go on at our headquarters. For me to take the whole main floor and basically sequester the whole thing for months is not tenable. Yeah, Christian, if I'm spending all my time.
1:56 Speaker 01 I don't think you're gonna use that.
1:57 Alex Hormozi? That's kind of my point.
1:58 Speaker 02 Well, okay. Oh, great. Okay, so that helps a lot. If you only use those two during the presentation, then I would rather just make a dedicated camera just for this thing.
2:09 Alex Hormozi? Okay, great. We fill the rest of this out.
2:11 Speaker 02 I would rather put chat in the background with you because it still keeps their eyes on your frame.
2:15 Alex Hormozi? That's what I meant.
2:16 Speaker 02 Agreed, yes.
2:18 Speaker 03 This is the thing you were talking about. This permanently removes the glare at this angle.
2:21 Alex Hormozi? And so I really only got to do a few practice runs in the true setting. Basically, like, where will I move? What am I signaling? How is the camera like that? And I'd rather do like three or four like that. And then I'll do a full, yeah, a full run.
2:43 Speaker 01 Why are we putting so many curtains around where Alex is going to be?
2:47 Speaker 02 For a couple of reasons, but they all essentially boil down to making Alex in as controlled of an environment as humanly possible, given the circumstances. So this entirely has to do with limiting distracting stimuli to keep Alex blind to as many things as humanly possible. Minus his slides, honestly. So he has zero clue what goes on with pretty much anything else going outside of this bubble.
3:16 Alex Hormozi? This is like, right here, that's enough value. I'd be like, are you not entertained? Or is there even more? Everyone I know who's not in my immediate circle has texted me being like, so it looks like you're launching a book. Looks like you got a lot going on. Yeah, great. I am knee-deep in just a bunch of different facets of the launch. You know, it's a few hours for everyone who shows up, but it's like multiple years of preparation that we're doing. And so the entire team's, you know, working overtime to make this happen.
3:48 Speaker 04 We have built a team around the core values like competitive greatness. You see in those moments like who's actually made of the real shit. Like who leans into the challenge? Who embraces it? Who chases it?
4:02 Speaker 05 Most people. Only see this event as an event, but they don't realize that this event is being supported by an insane culture that is already existing in an operating business. Most people will just spin these teams up just to support an event, but you're not going to get the love, the care, the compassion to want to serve at that highest level. I don't think you can manufacture that. I just think it's super hard.
4:27 Alex Hormozi? In position.
4:29 Speaker 01 Sean, you want to call it out?
4:30 Speaker 06 I'll call it.
4:31 Alex Hormozi? Alright, perfect. We'll do it like we would do it. Thank you, sir.
4:37 Alex Hormozi? Alright, guys.
4:40 Speaker 01 We're in rehearsal.
4:51 Alex Hormozi? You ready?
4:55 Alex Hormozi? Alright, let's roll. I'm Alex Schmozi. Welcome to my $100 million Money Models book launch event, and we're going to try and break the world record together here live. So I've got the Guinness judges right here. We're trying to break the single fastest-selling nonfiction book in history in a single day. So Prince Harry is the one who owns that record right now with 1.4 million copies for his book called Spare, which came out last year. Before that, I think it was Barack Obama's book, which had come out, you know, many years before that. After that, it was Michelle Obama becoming, I think it's like 750,000 copies. So like, big names with gigantic media behind them, literally like global, globally recognized. And so, you know, I had to tell my team this, which is like, we're trying to do something that literally no
5:39 Alex Hormozi? one has done before. And so, we should expect to do things that literally no one has done before in order to do it.
5:59 Speaker 03 How many days are we out?
6:00 Speaker 07 Uh, one day. One day. Probably not even less, less than 24 hours now, right?
6:05 Speaker 03 Yeah.
6:06 Speaker 07 Yeah. 20 hours.
6:08 Speaker 03 How do you feel?
6:10 Speaker 07 I feel so fabulous and excited. Yeah.
6:17 Speaker 07 We are doing sales support training for the $100 million money models to launch. So what you see here is a team of internal ACQ team members. Some of them are in sales, some of them are in our workshop teams. Really, we pulled from across the organization and we are preparing to staff the phones for launch tomorrow. All right.
6:35 Speaker 07 Happy Friday! Day 102!
6:42 Speaker 07 We are here. We are in day 2, role play 1, so get ready to be creative as your customers. We really want to make sure that every single team member has a clear understanding of each offer and that they feel comfortable that they can concisely convey the value in a way that aligns with our brand standards. So really important just to make sure everyone feels super comfy going into tomorrow. We're really here because we want to help business owners irrespective of their size, scale, industry, origin. We are the team who can help literally anyone grow their business. So people will either have the option to buy one book of $100 million money models or they can buy, ooh, the bundle. The bundle!
7:25 Speaker 07 So where you too can put this box in your hands and feel just how chunky it is. And my favorite part of this bundle is this "Scan Me to Scale Faster." Where does this go? That one man page. This is my calendar.
7:39 Speaker 07 How much does the bundle cost?
7:41 Speaker 01 $5,998.
7:43 Speaker 07 Cold, stone cold. All right, love it. $5,998 is how much this is.
7:50 Alex Hormozi? One of the things I practiced the most was actually just going through the motions. So it's like I had to practice what that flow was going to be and do it over and over and over and over again so that when I'm actually live, I'm not thinking, "What are my hands doing?" So it's a lot like, I think, I don't play a musical instrument, but I would imagine that people who play the guitar and then sing, it's similar, where it's being able to do two things at once. And so I had to kind of like play the guitar while singing figuratively and I had to just do a lot of raps.
8:15 Speaker 02 That one's like the...
8:16 Alex Hormozi? No, that's, yeah, good, yeah. I need, I need speed, need for speed. And I do like, there's no ambiguity with this guy. That kind of, that kind of speed? I have a need for speed. There's like hundreds of tiny things that I think people don't see and just had to be there. These are some decisions where we're going to have to live with the consequences because we can't do a lot of it again. And we're not going to know what's going to happen. So like, should we have the phone number up? When should we have it up? What phone number should it be? Should it just go to the CS team? Should it go to a sales team? All of those are decisions that were one-time decisions that we just had to make and just like, hope we made the right call.
9:00 Speaker 05 What's up, team?
9:03 Alex Hormozi? How you doing?
9:05 Speaker 05 How's your trip?
9:05 Alex Hormozi? It's good.
9:07 Speaker 05 Alex is doing a run-through downstairs.
9:09 Alex Hormozi? Oh yeah, do you want to go check it out?
9:10 Speaker 05 You can if you want. I just, I've seen three drafts of it, so.
9:13 Alex Hormozi? Oh, okay.
9:14 Speaker 05 He wrote this first. And then he was like, hey, this is missing two other pieces. I'm going to do the offers. And then the offers had no launch. And then the leads had the launch. Because if you release the money models without the offers and the leads, they're like, wait a minute, I don't know how to do those things. You could have argued that you could have released it either way, but this is the most valuable book.
9:33 Alex Hormozi? If someone thinks, oh, this could help me double my business, it's very easy. I'm not saying we promised that, but I'm saying it was very easy to justify the expense within a B2B context. The issue is, no one believes you. If I said, I can double your business, if you believe me, then it makes sense. I wanted the entire event and the lead-up to the event to exist as proof. The best way to get someone to believe is to have already done it. Proof above everything.
10:00 Speaker 03 It looks good, right? Everything's okay with it? Oh yeah, it's good. The timer and everything? Have we tried, they tested the stream? Yep. Fuck yeah. The stream? I don't know about the stream. Can we ask him? Yeah, yeah, I'll do that. Or like, ideally, he should send you the stream link and then you should watch it through the stream to make sure like, the audio's good. That like, it doesn't get muted. Because, I mean, you're telling me, if it gets muted, it's like, it fucks the stream.
10:24 Speaker 08 Everyone's like on edge right now.
10:27 Alex Hormozi? I have a terrible fear that the cursing in the promo video will have the stream get listed as 18+.
10:33 Speaker 03 Whatever anxiety about that, multiply it times 1,000, that's what I'm gonna do.
10:39 Speaker 02 Face noises create so many problems. How you going?
10:45 Speaker 08 Um, like my career's on the line.
10:49 Speaker 08 In the best and worst way possible.
10:51 Speaker 04 Rather than like, how do we win? It's like, well, how would we fail? And, okay, there's six ways that this could fail. How do we prevent every single way from failing?
11:03 Alex Hormozi? Here are the choke points as I see them in order, and we'll find out after we're watching this if I missed one. But one is if for some reason, the social media platforms throttle our ability to spend money on advertising. Sometimes it happens. Like, if we can't advertise the event, the event's not gonna be able to be as big, which means we're not gonna make the record.
11:21 Speaker 08 Okay, so drama of the day. At approximately three hours ago, four hours ago, I was selfishly sleeping and our Google Ads account got down. So the plan now is to pivot, just reroute the budget towards Meta. And if that doesn't work, we'll reroute it towards TikTok. If that doesn't work, we'll reroute it towards LinkedIn Ads, whatever we need to do.
11:39 Alex Hormozi? The next choke point is gonna be emails and texts.
11:42 Speaker 08 Doing some last-minute checks on the main announcement email. We also have the SMS that's about to go out as well. And this is the number one most important action, I'd say, of today, aside from everything else. Is make sure that this sends.
12:00 Speaker 02 Oh, they're firing.
12:03 Alex Hormozi? The next choke point is where people click the link. So if they click the link, we have to make sure the link works.
12:07 Speaker 03 We checked all the links yesterday and like, a bunch of them are broken.
12:10 Alex Hormozi? The fourth choke point is going to be, we have to make sure that Shopify can process payments.
12:15 Speaker 03 Our Shopify link was sending people to Serbia.
12:17 Alex Hormozi? Those are all of the choke points as I see them. We will find out if there's new ones that I did not know about. And, yeah, we'll find out.
12:32 Speaker 07 Okay, five minutes? Five minutes?
12:35 Speaker 01 Five minutes right here.
12:36 Speaker 07 Okay.
12:38 Alex Hormozi? When we're selling, stay slow. I want to stay calm, and I want to help the person make the purchase.
12:46 Speaker 07 We're making history here. This is insane.
12:49 Speaker 01 Let's go!
12:52 Speaker 01 What's gonna happen, it's gonna go great. We're about to break some records. Break records, baby.
12:56 Speaker 07 Very exciting.
12:57 Alex Hormozi? We're about to make a lot of money for a lot of business.
13:03 Alex Hormozi? Either it's gonna go really well, which was a plan, so just follow the plan. And if it's not going well, well, maybe it hasn't had time to let the plan happen yet, or work yet, so just follow the plan.
13:13 Speaker 01 It's launch, dude.
13:14 Speaker 07 It's launch, it's launch.
13:19 Speaker 01 Let's fucking go!
13:22 Alex Hormozi? Alright, so the rumors are true?
13:25 Alex Hormozi? Alright.
13:29 Speaker 01 Alright guys, everybody, everybody quiet on set. We're going live in five... Four... Three...
13:39 Speaker 01 It's... Time! The $100,000,000 Money Models Book Launch is finally here! Welcome to this hey! Alex! Holy moly!
14:15 Alex Hormozi? You guys are awesome. Thank you, guys.
14:22 Alex Hormozi? Cameras ready? Audio ready? Lights ready? Are you guys ready? Yes? Alright.
14:31 Alex Hormozi? I'm Alex Ramosi and welcome to my $100 million money models book launch event. And we're gonna try and break world record together here live. So I've got the Guinness judges right here. Brittany, why don't you come on out? Brittany's gonna make sure that we check boxes and do the things to make this legit. Thank you so much, Brittany. We all thank you. So it's gonna be a wild ride. And you guys are gonna wanna buckle up because it's gonna get exciting. With a $100 million money model, you can get really big, really profitable, really fast. $31 million of consulting work went into this. It's yours for free when you donate 200 bucks. And I made donating super easy by hiring and training 300-plus phone reps to help anyone out who has issues checking out.
15:15 Speaker 05 The massive value that you're gonna get is not just the sales and marketing stuff.
15:20 Speaker 01 So did you get a chance to check out all the offers that Alex mentioned in the live? I know I saw you had texted us back and said you saw that.
15:28 Alex Hormozi? A money model is a sequence of offers.
15:31 Speaker 01 Is there anything else that I can answer for you as well? Yeah, let's shift to Puerto Rico. We're about to push for 100 million in one weekend. I'm feeling awesome. It's been a blast. This is the most we've ever worked, but it's worth every second.
15:48 Speaker 05 200, baby. Appreciate you guys. It's so fun. Yeah, so fun. We just cracked 200,000.
15:58 Speaker 01 This is the VIP chat, so someone has to moderate that probably.
16:02 Speaker 04 There's several people.
16:04 Speaker 01 Oh my god. It's all pretty positive in the chat. Big boom.
16:08 Speaker 04 Big boom!
16:11 Speaker 04 I looked at those days as like boot camp for our culture.
16:17 Speaker 04 I was talking to somebody and they were like, "I'm not afraid to work hard." And I think nobody should feel afraid to work hard because of what's possible when you do. It's still going. 577, 578. We may hit this.
16:32 Speaker 04 If for three days, we work harder than we've worked in years, we can break the world record.
16:38 Speaker 01 These guys are the pros. Dude, let's go.
16:43 Speaker 01 I've got something else for you to hear.
16:47 Alex Hormozi? I want to show the world that one of us can start from nothing and achieve anything we put our hearts and minds to.
16:53 Speaker 01 Did I say that I wrote just one book this last?
16:55 Alex Hormozi? I personally delivered the recommendation. I documented their exact problems and solutions.
17:00 Speaker 01 It's Jack from acquisition.com on record live. Here's what I would also offer. That's perfect.
17:06 Speaker 07 Thank you so much. Enjoy.
17:08 Alex Hormozi? Thank you to all the players for putting books in the hands of entrepreneurs who need them. You guys are all amazing.
17:14 Alex Hormozi? The whole team was like, this is awesome. Everyone's like super gung ho on like, we want to break this record. We want to break history together.
17:20 Speaker 01 Well, hey, I'm super excited for you. Thanks for doing business with us.
17:25 Speaker 05 We're at a thousand books a second right now.
17:30 Speaker 05 It's not slowing down. It's a thousand books a second. This is crazy.
17:34 Alex Hormozi? This playbook gives you the exact process we followed to break through ad spend ceilings and keep scaling. So here's just a fraction of what's inside. Holy fuck.
17:44 Speaker 09 This is crazy.
17:45 Speaker 04 I'll say, I think in the moment, I was just feeling like, oh, fuck, like it's working. Dude, we might break the record.
17:52 Speaker 07 1.4?
17:53 Speaker 04 Yeah.
17:55 Speaker 07 I think.
17:56 Speaker 04 I feel like there's a chance.
17:58 Speaker 07 Yeah.
18:10 Speaker 04 Wow. It's just so rare that the stars all align.
18:15 Speaker 02 Can you get me access to Leila's office and talk to her? Okay.
18:25 Speaker 02 So if we can get the book due here during the stream, I will interrupt the stream to present the world record award during the stream.
18:33 Speaker 04 I could bring them up with me and be like, "I have something."
18:34 Speaker 02 Yes.
18:35 Speaker 04 I think that'd be good. I'd be like, "I have a special guest."
18:37 Speaker 02 Okay.
18:38 Speaker 04 Here to tell you something.
18:39 Speaker 02 Yes.
18:39 Alex Hormozi? What is the least important thing that I'm spending time and money on? Am I willing to trade that for this other thing that I want more? If the answer is "S," I make the trade.
18:56 Speaker 01 Number one, baby, let's go.
18:57 Speaker 07 Guinness World Record, broken.
19:01 Speaker 01 Wow. Could not be more proud of Alex, Leila, the entire team. Because the sheer amount of work that has gone into this, that every single detail that's gone into this launch is working together.
19:15 Speaker 04 I thought it would be cool to disrupt him in real time and just like tell him that it happened. Because I also think when you're up there performing, knowing that your performance resulted in a result that you want, it can alleviate some of that tension that you have. And it can also make you want to keep going. So I think it's really motivating to know that you've won. Like, winning makes you want to keep winning.
19:38 Alex Hormozi? And so, whenever I like to think of my situation, if I think it's hard, there's always someone who's had it worse and done better. With that being said, let me bring up our next mystery headliner.
19:49 Speaker 04 Actually...
19:50 Alex Hormozi? Okay.
19:51 Speaker 04 We are interrupting.
19:53 Alex Hormozi? Okay.
19:54 Speaker 04 Because I brought some friends.
19:55 Alex Hormozi? Oh.
19:56 Speaker 04 To give you something.
19:57 Alex Hormozi? No shit. There we go.
19:58 Speaker 04 You broke the record. You broke the record!
20:04 Speaker 09 Hi, Alex. As you know, this record is continuing for 24 hours.
20:09 Alex Hormozi? Oh, we're still going.
20:10 Speaker 09 So it is quite an officially amazing achievement to have surpassed the record already so soon into the 24-hour launch. So we will get that final number tomorrow morning and see where your final number is. But we can confirm, the three of us, that you are the official new record holder. Congratulations. Congratulations.
20:30 Alex Hormozi? Thank you.
20:33 Alex Hormozi? Well shit. Oh, sorry, I'm not supposed to cuss, my bad. Well, shoot. The idea of putting a book in every entrepreneur's hands in America was something that was really dear to me because this was, like, everything I have is because of things I've learned and because of other people who decided to write it down. And I thought, man, if I built a brand that was like, everything, instead of trying to hide it, just like, just put everything out there, all the details, and just build a brand based on that. And so this is really a word for you guys. Thank you guys so much. You guys are awesome. And thank you guys so much.
21:02 Speaker 01 Of course.
21:03 Alex Hormozi? So just so you guys know, I think the record was 1.44, something like that.
21:07 Speaker 09 1.43.
21:08 Alex Hormozi? Yeah, 1.43 million copies sold. We're serious, we want to get the books into the hands of as many entrepreneurs in America as we can, and, you know, we're not stopping. So, let's keep powering through. I got more stuff to show you, and I can't wait. Thank you guys, thank you.
21:22 Speaker 01 Thank you.
21:22 Alex Hormozi? Alright.
21:23 Speaker 01 Congratulations. We did it! We did it!
21:28 Alex Hormozi? We just dethroned Prince Harry.
21:56 Alex Hormozi? Great, we broke it, and now we have three more days. You know what I mean? And I'm gonna go hard. As much as I do want to like, quick celebrate, we got hours left. Hundred million, we go, it'll be perfect, end the hundred million dollar series. We broke the record. We got the Guinness thing. We got the W, but we have a bigger W to get.
22:18 Speaker 05 Most people that were a part of this, including Alex, did not wake up three years ago thinking we were gonna go after the Guinness Book of World Records. But I think it shows that almost anything is achievable.
22:39 Speaker 05 This is not a book launch. This is a chance to reimagine how we live our lives. That the underdog actually won, and we are all the underdog.
22:50 Speaker 08 The job's almost done. Not done yet.
22:52 Speaker 09 Not done yet? Why? Why not done yet?
22:54 Speaker 08 We've still got to have a hundred million.
22:56 Speaker 09 Hundred million sales?
22:57 Speaker 08 Yeah.
22:58 Speaker 09 It's fucking good.
22:59 Speaker 08 Hundred million dollar money model. You have to make a hundred million.
23:03 Alex Hormozi? We're not slowing down now. We just started.
23:08 Alex Hormozi? Even if you have the thing to sell, offers, and the people to sell it to, leads, you still have another question to answer. How do you get them to give you money?
23:18 Speaker 01 It's fucking two mil before lunch.
23:21 Alex Hormozi? I've been working with this guy since March. He's trying to buy 10,000 books right now for his community.
23:27 Speaker 01 How's everything going? How's the launch going? It's going very well. It's going very well. Yeah, it's pretty crazy.
23:33 Speaker 09 The sales team is too fast. I can't take calls because the sales team is too fast.
23:38 Speaker 01 Confirmed. 10,000 books.
23:40 Speaker 05 That's awesome.
23:41 Speaker 01 Thank you. Thank you.
23:43 Alex Hormozi? Just seeing the team just rally and just rage to make this happen, I would say like most people were like, "I have not enjoyed working more than this." And they also worked more than any of them had ever done in their lives. And it was also worth it.
23:58 Speaker 01 Fucking badass. Part of history.
24:00 Speaker 05 Outside of that, our teams can give you the blueprint so that you can collapse the curve and actually have that result right now. If that alone can be worth it, would that affect the downside for you?
24:14 Speaker 01 I'll start this out for you, and then in 30 minutes, we can give you a call back and we can figure it out. Basically, we called and tell. We couldn't call anymore. Then we went into calling Australia because they were just waking up.
24:29 Speaker 01 That is my shoe. This is for my Aussies. I promised I would do a shoeie for you guys, since you guys were showing up at like 2 o'clock in the morning. Aussies, this is for you. You guys are awesome.
24:43 Speaker 05 The size and scope of all of this, to me, was not about the money, but it was about the impact. It's about that so many people around were, one, willing to invest in a book, and two, willing to donate more so that more people can win. There's never been a time in history where someone has done something for somebody else to help beat a world record. That is super cool. So now, every single person that helped invest in this, donate and buy a book, was a part of history.
25:13 Speaker 03 We have three hours before the Guinness World Record deadline closes to sell as many as we can. And so, we're gonna try to push for it. No rest for the weary.
25:21 Alex Hormozi? Picking the associations that you want to make is one of the clearest decisions that you have to make for the brand, so that you can ultimately build the brand that your customers want to buy from and tell their friends about.
25:35 Speaker 01 We're three million! Book launch sales support. Christine, data official, we're at $100 million. We're a $100 million brand.
25:43 Speaker 07 Before the 24 hours end.
25:46 Speaker 01 We got a solid 45 minutes left.
25:49 Speaker 03 Judge from Guinness is in there right now. We have half an hour before the world record window closes.
25:57 Speaker 03 And so, she's basically looking through all of our Shopify backend data to verify the final number.
26:03 Speaker 09 Let's go, Lita! 18K! 18K up, so...
26:06 Speaker 02 Why work around the clock for something like this? Well, what else would you work around the clock for? What a surreal day.
26:13 Alex Hormozi? It costs so much, you know, work and money and time to do the $100 million launch, but like, how elegant is it to have the $100 million series with a $100 million launch, culminating with a book about monetization, to demonstrate the ideas that the concepts inside the book work?
26:31 Speaker 01 Just a chill day at the office. Yeah, just took Alan to be president, the former first lady, and the prince. History was made. We were gonna be talking about this for years. And we're gonna be able to say, we're part of that magic.
26:47 Alex Hormozi? I think sometimes people lack motivation, not because their goals are too big, but because they're too small. It has to be big enough to excite us, or why bother?
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