Alex Hormozi

So I just cut my top line by 20%.

Churn remained the same.

Because the willingness to pay change that I made, I basically reduced it from call it $3,000 a month to $2,500 a month.

It actually made no real difference.

in whether someone would cancel or not.

It was past a threshold that this is a lot of money.

And so it changed nothing.

I just made less money.

And then when I sold the company, that six got multiplied by a lot.

And so that probably cost me in the neighborhood of probably $50 million.

And so the big lesson that I learned there was that I shouldn't, and that competitor ended up killing that business.

Because it wasn't fucking profitable.

And so I was the market leader and someone came in to undercut me.

And then I said, oh, I'll copy the moron.

Yes.

And so don't lose $50 million.

Let him figure that out for himself.

You just focus on the customer and you'll win.

Appreciate you.

If you're a business owner, I'd like to invite you out to come to our headquarters in Vegas to see how we scale businesses using what we call the value acceleration method, which is a compilation of all the stuff that we've learned, breaking down different businesses across different industries.