Alex Hormozi

I did this because I think it will be easier to understand the money models that will come in Volume III.

That’s the value of a starving crowd.

There is a market in desperate need of your abilities. You need to find it. And when you do, you will capitalize, all while wondering what took you so long. Don’t be romantic about your audience. Serve the people who can pay you what you’re worth. And remember that picking a market, like anything, is always our choice, so choose wisely.

Examples of this are avatars that have associations they belong to, mailing lists, social media groups, channels they all watch, etc. If our potential customers are all gathered together somewhere, then we can market to them. If searching them out, however, is like finding needles in a haystack, then it can be very difficult to get your offer in front of any potentially interested eyes.

In my instance, I decided on a microgym owner with ~100 members, a signed lease, at least one employee, and wanted to help clients lose weight. That’s pretty specific compared to “small business owners” or “anyone who will pay me” which is common. And I was very specific. In that business (Gym Launch) - we turned down - and still do - anyone who is not that avatar. That means no personal trainers, no online coaches, etc.

But in order to maintain product focus, and high converting messaging, knowing exactly who the product was for was a game changer.

It helped us know exactly who we were speaking to at all times. And exactly whose problems we were solving.

This concept applies to anything you decide to do. You want to be ‘the guy’ who services ‘this type of person’ or solves ‘this type of problem.’ And even more niched ‘I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”

It takes resilience to succeed. Stop personalizing! It’s not about you! If your offer doesn’t work, it doesn’t mean you suck. It means your offer sucks. Big difference. You only suck if you stop trying. So, try again. You’ll never become world class if you stop after a failed attempt.

In the three years leading up to me writing this book, I took home over $1,200,000/mo in profit. Every. Single. Month. That’s more than the compensation for the CEOs of Ford, McDonalds, Motorola, & Yahoo . . . combined . . . every year . . . as a kid in his twenties.

It angers those who believe life isn't fair. It confuses others who cannot comprehend and believe there must have been a mistake. And it inspires a select few, who are bound for greatness.

I hope that you are in the last category, because that is who I am writing this for.