Alex Hormozi

He partnered with these 10 people or something like that.

And when that happened, my feathers got all ruffled.

And I was like...

It's war time, we gotta go to the mattresses, we gotta really change the business up.

And so I did this big kind of like relaunch internally to my existing customer base, and I did this big value stack, and then I said, you're gonna get all this extra stuff,

not for the same price you're paying me, but for less.

And so I took my existing recurring base.

And I reduced my revenue by $500,000 top line per month.

And so that translated because we take it off top line and the cost went up.

So I increased my costs.

And I took my top line down by 6 million.

And I ended up losing in profit some of the neighborhood of six to $7 million a year for that business at the time.

I then ended up selling that business, obviously, and the business never recovered that profit.

It stayed there.

And when I did make that move, the first comment in the chat after I dropped that it was less was a complaint that I had not done it earlier.

So it was not, thank you so much for lowering the price and giving us more shit.

It was, I can't believe I was paying more

And I was like, I want to fucking kill myself.

And here was the best part of all.

My churn changed zero.