1. “In order to sell anything, you need demand. We are not trying to create demand. We are trying to channel it.” – Alex Hormozi
2. “Here is your first piece of good news: if you are reading this, then you are already in the top 10 percent. Most people buy stuff and then promptly ignore it. I can also throw out a spoiler: the further you get in the book, the bigger the nuggets become. Just watch. This book delivers. The world needs more entrepreneurs. It needs more fighters. It needs more magic. And that’s what I’m sharing with you – magic.” – Alex Hormozi
3. “In plain words, pricing this way means you are providing a service at just above what it costs for you to stay above water. We are not trying to stay barely above water. We are trying to make egregious amounts of money that will have your relatives asking if what you are doing is legal. Again, we are not trying to get the most customers. We are trying to make the most money.” – Alex Hormozi
4. “Entrepreneurship is about acquiring skills, beliefs, and character traits. To advance, I find that we must determine which skills, beliefs, and character traits we lack. Most times, we simply need to improve.” – Alex Hormozi
5. “I’m going to be an entrepreneur so I can be free. Free to do whatever I want, whenever I want, with whomever I want.” – Alex Hormozi
6. “You can either be right or you can be rich. This book is for getting rich. If that bothers you, just put this down and go back to arguing against human nature. Hint: You’re not gonna change it.” – Alex Hormozi
7. “The Grand Slam Offer only becomes valuable once the prospect perceives the increase in likelihood of achievement, perceives the decrease in time delay, and perceives the decrease in effort and sacrifice.” – Alex Hormozi
8. “Making shit loads of money breaks people’s minds.” – Alex Hormozi
9. “Create flow. Monetize flow. Then add friction.” – Alex Hormozi
10. “If at first you don’t succeed, try, try, try again.”—Thomas H. Palmer, Teacher’s Manual” – Alex Hormozi
11. “We are not trying to create demand. We are trying to channel it.” – Alex Hormozi
12. “Desire is a contract you make with yourself to be unhappy until you get what you want.” – Alex Hormozi
13. “You run a speed test that shows their website loads at 30% below the speed it should. You draw a clear line between where they should be and how much money they lose by being below standards.” – Alex Hormozi
14. “You only suck if you stop trying. So, try again. You’ll never become world class if you stop after a failed attempt.” – Alex Hormozi
15. “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.” – Alex Hormozi
16. “He who said money can’t buy happiness, hasn’t given enough away.” – Alex Hormozi
17. “someone has to do. Then think of all the reasons they wouldn’t be able to do it, or keep doing it” – Alex Hormozi
18. “The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.” – Alex Hormozi
19. “No offer? No business. No life. Bad offer? Negative profit. No business. Miserable life. Decent offer? No profit. Stagnating business. Stagnating life. Good offer? Some profit. Okay business. Okay life. Grand Slam Offer? Fantastic profit. Insane business. Freedom.” – Alex Hormozi
20. “A focused fool can accomplish more than a distracted genius.” – Alex Hormozi
21. “My offer was simple. I’ll fill your gym in 30 days for free. You pay nothing. I pay for everything. I sell new members and keep the first 6 weeks of membership fees as payment. You get everything else. If I don’t fill your gym, I don’t make money. You spend nothing either way.” – Alex Hormozi
22. “People who experience a victory early on are more likely to continue with something than those who do not.” – Alex Hormozi
23. “Price is what you pay. Value is what you get.” – Alex Hormozi
24. “Reminder: You get rich from what you make. You become wealthy from what you own. And it took me years to realize this because not that long ago…” – Alex Hormozi
25. “Hormozi Law: The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.” – Alex Hormozi
26. “Aligning with other’s self interest is easier than persuading them to do what you want.” – Alex Hormozi
27. “At the end of the day, if there is a ton of demand for a solution, you can be mediocre at business, have a terrible offer, and have no ability to persuade people, and you can still make money.” – Alex Hormozi
28. “People who help others (with zero expectation) experience higher levels of fulfillment, live longer, and make more money.” – Alex Hormozi
29. “Scarcity is a function of quantity. Urgency is a function of time. This is where you only limit when people can sign up, rather than how many.” – Alex Hormozi
30. “Adding a deadline and incorporating one or multiple forms of urgency will get more people to take action than would otherwise.” – Alex Hormozi
31. “There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.” – Alex Hormozi
32. “Fundamentally, all marketing exists to influence the supply and demand curve.” – Alex Hormozi
33. “Warren Buffet said, “Price is what you pay. Value is what you get.” – Alex Hormozi
34. “Fear of loss is stronger than desire for gain.” – Alex Hormozi
35. “After all, as Warren Buffet said, “Price is what you pay. Value is what you get.” – Alex Hormozi
36. “Time delay is the time between a client buying and receiving the promised benefit. The shorter the distance between when they purchase and they receive value/the outcome, the more valuable your services or product is.” – Alex Hormozi
37. “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.” – Alex Hormozi
38. “When you raise your price, you increase the value the consumer receives without changing anything else about your product.” – Alex Hormozi
39. “People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price – the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.” – Alex Hormozi
40. “We want engaged leads: people who show interest in the stuff you sell.” – Alex Hormozi
41. “Those who pay the most, pay the most attention.” – Alex Hormozi
42. “Again, we are not trying to get the most customers. We are trying to make the most money.” – Alex Hormozi
43. “Our goal as marketers and business owners is to increase the value of the dream outcome and its perceived likelihood of achievement, while decreasing the time delay of achievement and the effort and sacrifice one has to put in to get there.” – Alex Hormozi
44. “The greatest hitters of all time also have many strike outs, just as there are many failed offers in the track record of great marketers. We learn skills through failure and practice. We do this knowing that nine out of ten times we will be wrong. We still act boldly, hoping for that offer we connect with so well that it results in our big payoff.” – Alex Hormozi
45. “The only thing that beats “free” is “fast.” People will pay for speed.” – Alex Hormozi
46. “your most valuable asset ― your attention.” – Alex Hormozi
47. “Some people get there fast. Some people get there slowly. But everyone gets there eventually, as long as you don’t give up. Keep moving forward. Keep getting up. Keep believing it can happen. And, it will.” – Alex Hormozi
48. “Your market matters.” – Alex Hormozi
49. “Getting people to buy is NOT the objective of a business. Making money is. And lowering price is a one-way road to destruction for most – you can only go down to $0, but you can go infinitely high in the other direction.” – Alex Hormozi
50. “People want what they can’t have. People want what other people want. People want things only a select few have access to.” – Alex Hormozi
51. “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.” – Alex Hormozi
52. “How do I know if they’re interested?” → Make them an offer.” – Alex Hormozi
53. “We are not trying to create demand. We are trying to channel it.” – Alex Hormozi