13 Years of Marketing Lessons in 85 Mins

Want to SCALE your business? Go here: acquisition.com
Want to START a business? Go here: skool.com/games
If you’re new to my channel, my name is Alex Hormozi. I’m the founder and managing partner of Acquisition.com. It’s a family office, which is just a formal way of saying we invest our own money into companies. Our 10 portfolio companies bring in over $200,000,000+ per year. Our ownership stake varies between 20% and 100% of them. Given this is a YT channel, and anyone can claim anything, I’ll give you some stuff you can google to verify below.
How I got here…
21: Graduated Vanderbilt in 3 years Magna Cum Laude, and took a fancy consulting job.
23 yrs old: Left my fancy consulting job to start a business (a gym).
24 yrs old: Opened 5 gym locations.
26 yrs old: Closed down 6th gym. Lost everything.
26 yrs old: Got back to launching gyms (launched 33). Then, lost everything for a 2nd time.
26 yrs old: In desperation, started licensing model as a hail mary. It worked.
27 yrs old: "Gym Launch" does $3M profit the next 6 months. Then $17M profit next 12 months.
28 yrs old: Started Prestige Labs. $20M the first year.
29 yrs old: Launched ALAN, a software company for agencies to work leads for customers. Scaled to $1.7mmo within 6 months.
31 yrs old: Sold 75% of UseAlan to a strategic buyer in an all stock deal.
31 yrs old: Sold 66% of Gym Launch & Prestige Labs at $46.2M valuation in all-cash deal to American Pacific Group. (you can google it)
31 yrs old: Started our family office Acquisition.com. We invest and scale companies using the $42M in distributions we had taken + the cash from the $46.2M exit.
32 yrs old: Started making free content showing how we grow companies to make real business education accessible to everyone (and) to attract business owners to invest or scale their businesses.
34 yrs old: I became co-owner of Skool.com to help the many people who want to start a business online do so.
Today: Our portfolio now does $200M/yr between 10 companies. The largest doing $100M/yr the smallest doing $5M per year. Our ownership varies between 20% and 100% ownership of the companies. Many of them we invested in early and helped grow (which is how we make our money - not youtube videos).
To all the gladiators in the arena, we’re all in the middle of writing our own stories. The worse the monsters, the more epic the story.
You either get an epic outcome or an epic story. Both mean you win.
Keep crushing. May your desires be greater than your obstacles.
Never quit,
Alex
FULL DISCLOSURE
I make content to make money - just - on a longer time horizon than most. I want to build trust with business owners so we can find the best ones and help them scale. And if they’re awesome, write them a check and go all the way as partners.

[@AlexHormozi]

Want to SCALE your business? Go here: acquisition.com Want to START a business? Go here: skool.com/games

[@GoodwinBiking]

Im starting a business of selling bikepacking bags, and these videos have been so helpful!

[@RIFATKARIM-vq1dw]

Would appreciate it if you use timestamps. Although the value is insane.

[@cyanide_3409]

@@RIFATKARIM-vq1dw you admit that the value is good, and the value is free, yet you still ask for more?

[@RealHomeRecording]

Thank you!

[@theartemisgland]

there is a whole wade of papers on consumer behaviour where going down is better than coming up due to anchoring effect. So your first advice sucks as it misses crucial point - WHEN YOU PIVOT THE MARKET...

[@nishfillet]

0:13- 1- start with low prices or even free 6:24- 2- more, better, new 17:03- 3- how to do better 25:45- 4- LTV:CAC is the only thing that matters 31:58- 5- his ad creation process 37:46- 6- only 4 ways to let people know about your stuff 42:43- 7- state the facts and tell the truth 47:35- 8- say what only you can say, do what only you can do 53:30- 9- how and when to expand your market 1:02:10- 10- provide value 1:06:26- 11- give away the secrets, sell the implementation 1:13:02- 12- all advertising works, it’s just a matter of efficiency 1:20:22 - 13- we need to be reminded, more than we need to be taught.

[@MohamedBELGUERGUID]

Thanks man !

[@SaadMetal]

8th point has 2 parts - 1st is CLAIM, 2nd is DEMO

[@Designalily]

I'm confused about no. 1 because he states in another video that it's better to do high ticket offerings for a few than do low ticket offerings at scale (as scale is difficult to achieve).

[@KSG148]

The level of value this man provides is unmatched.

[@LouDez]

Real, people sell expensive courses with less value than this man’s 60 minutes

[@editormaxim]

right

[@belalaloul3727]

that's probably the biggest thing to learn from him. nevermind the business advice, just provide as much value out there and you will succeed

[@floriancd]

100%

[@bioshock9998]

no they use insider information to make money from their existing salary. We should be worried more about the black budget programs conducted by the private subsidiaries of public companies such as Boeing, Lockheed martin, Northrop grumman, and Raytheon. All of them are aware of Zero Point Free Energy, including Elon Musk and Trump. I have real images of ufos

[@kerimzunic]

1. Start with low prices or even... free 2. More, Better, New 3. How to do Better (Put 80% of your effort into the headline) 4. LTV:CAC is the only thing that matters 5. My ad creation process 6. There's only 4 ways to let people know about your stuff 7. State the facts, tell the truth 8. Say what only you can say, show what only you can show 9. How and when to expand your market 10. Provide value 11. Give away the secrets, sell the implementation 12. All marketing works, it's just a matter of efficiency 13. We need to be reminded more than we need to be taught

[@Le_double_W]

I usually listen to videos on 2x to consume them faster because the amount of value per second is usually quite low. But when I do listen to Hormozi, i have to keep it on 1x. There is so much value in each sentences, I get overwhelmed and can't grasp every concept if I try to go faster. Keep those format Alex, you're raising the bar for the whole KZbin business Game. Thank you for giving it for free

[@drakejohnson4389]

Same

[@operavin]

He talks 2x normal rate so there’s that

[@nicholaskorth1420]

Really loving the return to videos that arent heavily edited

[@vibhuprasher6135]

I think a minimal amount of editing should be done. For example when he was explaining the Value equation, anyone who hasn't heard of it won't be able to understand it as clearly without visually showing them how it works.

[@shouldigetit]

Amen

[@sibstarrr9]

@@vibhuprasher6135then the content isn’t necessarily for them, bc what you’re referring to exists in so many other channels.

[@RyleeDowns]

I'm still baffled that these videos are free, seriously.

[@jarad4621]

Just accept it as genius brand building, sacrifice money now for plenty more later

[@brad.baldwin]

For sure

[@andreapingaro3620]

It Is insanw

[@charliewhite9265]

True

[@domainmusicandgaming]

Welcome to the current Century. Google and KZbin is a very crazy tool.. I can build a car , I can make a business, I can learn to even tie my shoes.. etc etc All free

[@sonnywilldie]

I just watched a video from a year ago and the difference in value is insane. I've rewatched the last few videos everyday!! great work

[@YasirKhanCoaching]

This is peak hormozi content

[@Vanilla-Thunder]

Used to only go door to door for clients, watching these videos helped me market my business over all platforms and increase my traffic with half as much effort. Thanks Alex!

[@DavySTUN]

I've been pseudo-researching the off vs online marketing efforts of various businesses. And always amazed how many still use offline practices even when shown actual case studies/ROI possibilities with adding a minimal effort online. Glad you were able to see and utilize, Bravo.

[@dawid19841]

What product do you sell?

[@AfrozKhan-nb8xc]

They changed the thumbnail 4 times in 19 hours, they are testing something

[@SeanReyes]

Every major channel is doing this, getting a bump in views each change if done correctly

[@brianraines4082]

Woah, I didn’t realize that until you said it, I started the video an hour ago and paused it, came back and saw his comment

[@madhusudan_marketingbeku]

The video is not getting the enough traction! There is a lot of value but it's not getting communicated. There is a similar video by someone else following the same headline pattern which has crazy views

[@PagesofWisdom313]

I disabled thumbnails so I wouldn't know anymore lol

[@domainmusicandgaming]

Bro, he is the v-shred of finance.

[@arigutman]

Always insightful. Thank you, Alex, for continuing to share your wisdom. Here is the reality: 99% of people watching this won't actually implement what you shares or moreover, continue to implement long enough to see results. May the best of us win!

[@quarshiejoshua6437]

It feels good to learn from experts.

[@AlexTwigg_films]

My mozi sense tingles everytime there's a new upload. I was right again

[@kylerenstrom1342]

Thank you for all you do Alex! I own a B2B service-based business. Started using your stuff and we were able to charge 4-5x more than our competitors and deliver way more value for our clients. Cheers!

[@muhammedisa6902]

This is the single most impactful video I have watched in my life To think most people can spend this time watching an episode of a series is insane From start to finish I have not stopped learning for even a minute

[@omanimedia]

This is the Best Marketing Video I Have Seen in my Life. I am So grateful That I found your Channel. Thanks you for all your Effort helping Small Entreprenuers.

[@Viktor4128]

Love your „new“ authentic video style without bullshit editing! Thank you!

[@no1djkamilo]

This was 1 hour and 25 minutes of gold. Premium Hormozi content.

[@mattrunge]

I downloaded 20 or so of your videos at London Heathrow flying back to JFK back in 2022. Feels like one of these older video. Thumbs up. One day at a time. Learning everyday

[@GageSampsonOfficial]

I absolutely love this content! It’s incredibly helpful and the value you provide with each video just keeps increasing. Alex you truly practice what you preach.

[@copysamurai]

Easily the best business and sales channel on KZbin for me. Thank you for always bringing massive value!

[@DanielLockDL]

So much value in this video. I had stopped watching but you are back on form now.

[@jlbridges21]

Thank you for the tremendous value you bring to business owners Alex!

[@mateoreynoso1996]

Thank you so much for returning to this content it has so much incredible value compared to the last format.

[@dksdario]

Bro you’re amazing, you simplify everything down. You a legend fr , you make the learning to new generation way easier. Most those business terms the younger generation doesn’t understand. And you really simplify with great examples. Appreciate that man

[@yeeboy217]

New content has been really amazing life changing really really good man appreciate it thank you

[@jubrilsomide3686]

This is the content I’ve been looking for, as usual dropping gems Alex

[@Sariimura]

🔥🔥🔥 Alex and Leila are creating high quality content. Thank you for providing us entrepreneurs with tools to build great business.

[@jensenovesian2861]

You can't make a business great, it either is or it isn't... from the beginning. Unless there is a pivot anyways.

[@Sariimura]

⁠@@jensenovesian2861Thank you! I mean great business as a mindset. And indeed, all businesses evolve, the best ones do, over and over again. In that sense you can create great business.

[@dooby1445]

@@jensenovesian2861You should never give advice again.

[@dooby1445]

@@jensenovesian2861What a dumb fuckin comment lol.

[@adobob]

Long Form Super rich Content is by far the best for business owners, Thanks Alex.

[@DenisLeskovets]

So far the best training video, all are fantastic, but this is PLATINUM. So many EXAMPLES included.

[@marlonochoa5702]

Loving it!!!!!! Just do more bro!!!!!! A lot more!!!!!!!!! Just that there is worth Millions, sometimes the simplest scheme put to action is the answer!!!!

[@SherifaNakalema]

Wow! God bless you Alex. I don't know what else to say. Thank you for all the value 🎉🎉❤

[@feromaog]

This might be my favorite marketing/business video of all time, thanks Alex! 🇧🇷

[@fameringfoodie]

Mate! The value you provide is going to create a revolution. Hands down. Thank you

[@diepolitischeseitekritisch]

You are completely in your flow... incredible to watch it and also massively learning from your output! Respect and Greetings from Hamburg 👍🌞

[@BoterH]

44:15 "If you can’t measure it, you can’t improve it." Lord Kelvin, i can't agree more. This is the fundamental principle of effective management (and a great way to improvement). thx for the video and great advices.

[@marcuszanquila104]

Insane value per second. This is the gold standard. Keep on pushing, Alex!

[@monicaosessaurit667]

Tis video is very eye opening. For the record, and to answer Alex’s question, I hadn’t heard of the value equation and I haven’t read the books yet, even though I have been following his content for probably close to a year now. So what he says here about is getting tired of our own content and ads before the audience gets tired is 100% true. Thank you Alex for all your lessons. They have helped me to level up my mindset greatly in a more practical way.

[@kingskipper29]

Me neither but I do now 👊

[@SurrealismByKia]

I really appreciate your videos, thank you for taking the time to do these.

[@whiskyandsynths]

13 mins in and want to say THANK YOU! Loving your videos and book. Helped me a lot. I have a big 1.40hr commute on a BUS either way to the current day job. Every day I get out the laptop and work on stuff and it's not always easy - but I know putting in that MORE is gonna help so much in the long run! Time to looking at how to 10 x it lol. Happy business building everyone!

[@BriskBrain]

Thank you Alex for such amazing knowledge sharing!

[@MrCoolplanes]

Holy shit. Sooooo much value. I loved this long one! Thanks!!

[@jcbecker7725]

I run a business that does close to 20 mm annually and I cannot get enough of your stuff. So much, so fast, so good. Thank you!

[@wisdombuiltestate]

Good for you

[@stevef6523]

Thank you Alex, just so grateful you are out there helping the world do better. So much knowledge, such inspiration, you help me with every post. I feel like I am building momentum again for the first time in a decade, thanks in a large part to your help. Thank you

[@HiMotionAndDesign]

Wow. Wow. Wow. Thank you so much Alex. I love the core business stuff. Liked the general stuff also, but love this. Can’t believe this is free

[@AzairSheikh]

Dope. Having a hard time deciding between a few options for my biz...was looking EXACTLY for this.

[@jensenovesian2861]

If you need this to succeed, then you need to start a better business instead.

[@RandomGuyOnTheInternet1986]

Hormozi getting back to that kid in the basement , sheesh! I remember being subscriber ~19k and he is back

[@juanpablomartinezc]

Thank you for finally leaving the fancy edits and just delivering value! 💪🏻 Alex is excellent at delivering value because of his experience and communication fluency. This benefits us business owners and I believe it also benefits you (the editing team, social media team, etc.) because it means less editing. Please continue this format. This is exactly what we needed. Of course, this format wouldn't be possible if the content wouldn't be this valuable. Lucky for all of us, Alex doesn't have a problem in that area whatsoever. As an improvement, for the audio team, I would just have a shotgun mic, instead of a Lavalier mic. The quality difference is noticeable. However, I'm just being picky. A Lavalier mic is also good enough. I would just brighten up the audio a bit in post. Lighting and video are great though. Keep up the good work you guys 💪🏻

[@kingskipper29]

Can’t thank you enough.. 20 years working in fitness industry and learnt so much 👊 legend thank you

[@TyronPiteau]

Great video Charlie especially the part about motivation vs. discipline. Gold!

[@yuniakibona7267]

need to rewatch this. Thank for taking the time to share it

[@alexandrete835]

Dear Alex, thanks for this great stuff.

[@moneytalkswithIfe]

This is sooo good! Thank you so much Alex

[@605gbird]

Alex is LOCKED IN

[@RobertAltizer]

Thanks for all the long-form

[@backflipnuslip]

thank you Alex. this videos have their worth in gold.

[@hirenkumarvk1494]

Thanks for your insights and no-nonsense distilled experiences!! Keep it up bro.. I’ll look forward to your content on FMCG products

[@carlosacervantes]

Objectively, my faith in goodness doesn't give me as much excitement for life as you do, man. You deserve the life you have, the attention on your behalf, and more.

[@JGR0ZNI]

You're gold for entrepreneurs, Thank you for these videos, this one especially, very useful and practical knowledge

[@rayperalta9164]

Love this marketing advice; I definitely need to be reminded of the value equation, I just went back to the $100M Offers book to review it. Great lesson to also remind my audience of my offer and the value I can provide them.

[@knottage]

This man is a G! Honestly the way he breaks down these complex business concepts in such simple terms!

[@TheSchoolOfGuitar]

I had to pause this and rewind SO many times..so much gold here

[@jurgentoman5623]

These new videos are the only ones I watch from start to end without skipping or 2x tempo.

[@flor231]

So much value, precisely and easy to understand🙏

[@a7xfanben]

Awesome vid, will definitely have to come back and rewatch!

[@the_andievillar]

Wow. The fact that only 300K people have seen this is incredible. @alex thanks for the unbelievable amount of value.

[@tabd11]

Masterpiece 🔥🔥 this is worth consuming 5 times, just to really grasp and apply all this value.

[@Nas-ds1lg]

Awesome advice. It’s precise , concise and prescient. We will utilise tenets for sure. Learn and grow ❤

[@MRBRANDS-rf9wx]

Finally, I watched the entire video. It was amazing, and I would recommend it to anyone. Watch it all the way through

[@RickysPlums]

Your content is next level again bro

[@engelsvalenzuela1203]

This is great content is gold. Thanks

[@STOIUM]

Glad you're going back to these kinds of videos.

[@craftyourstrength]

This was the best lesson I ever heard on this topic. Thank you!

[@alimonfared]

Thank you yet again Alex mersi!

[@FinalTouch24]

Love these Videos!!! Soaking up everything

[@mybizneezjourney]

Wowowow! 😮 This is my mind-blowing! Sooo powerful! It's transformational! A BIG BIG thank you Alex! 😅

[@gravelcandy7076]

Thank you for this, your channel and everything else 🙏🏽🙏🏽🙏🏽

[@shadmina2093]

This video has so much value my head is spinning! Thanks Alex

[@matthewstrom5162]

Heard of the value equation 5 times from you BUT it didn’t stick. Then one day I was struggling with margins/ profit and remembered it. Then went and rewatched the original value equation video from years ago multiple times THEN implemented it. Thank you.. keep reminding.

[@snehilraj880]

Love these types of detailed videos

[@carlosalzate1.0]

Thanks Alex! Great value.

[@BeersHVAC]

The value per second in this video is incredibly high! Love it!

[@andrewdavidcourtney7665]

This is gold. I’ll have to rewatch multiple times 😮

[@ericsondasilva1618]

So much info, if I apply one lesson for day I have to re watch this forever until I apply everything.

[@mikejeya]

Nothing will ever come close to this type of content. 10/10!

[@dontaefernandez]

This Man is HUNGRY. Excited for this video! #🐐🐐

[@godspurposetheone]

ONE OF THE GOATS.....BERRRRRRRRR.. I LOVE YOU HORMOZI❤

[@garretf705]

You're the man! Thanks for sharing your journey!

[@driptcg]

Thanks for sharing this Alex

[@user-mr8ng9er1k]

Dude... this video is SO GOOD!!

[@Farrellsuberofficial]

This is the exact content I love!

[@Elodykolden]

This video was so good it was healing ❤GREAT information thank you 🙌🏾

[@shaquana_]

It’s 5AM and this is my knowledge intake. Appreciate all the info. Now it’s time to act

[@dr.markdailey3066]

Thank you! Simply yet profound!

[@anniebandana]

Thank you so much, Alex. ⚡

[@Jiu_Jitsu]

Have heard you talk about the value equation before, yet theres nothing better than a reminder 👍🏽

[@mikekusmann5825]

Content has hit a new level.

[@MichaelMuthurajah]

God Bless this man ,its all gems

[@lukedelmonte7450]

Thank you so much for this