Alex Hormozi

And so if you want to tackle churn, it has to be like, there are for sure businesses that work in the space that you're at.

I think big head, long tail is a great model, like charge the upfront and then just make the continuity much, much smaller.

So it's a no brainer.

Like they almost pay that just to be kind of in the network.

And so this is I'll just I should have said this earlier, but it's like I try to answer the question so that it affects as many people as possible in this room.

But the problem with information and kind of coaching or education type businesses is that people try to make continuity out of the front end.

value that you're providing, and then the value drops once you have the skill.

And so you have to separate out the consumables from the one-time things.

The one-time things also have significantly more value than the consumables do.

Now, sometimes they don't have the money to pay for the one-time thing because they don't have the skill the one-time thing would give them, right?

That's kind of the issue.

So in order to separate it, it's like you just have to think, what are the things that they get on an ongoing basis?

And if we only sold that, what would the price point be?

Likely significantly lower.

And if we got them that skill, it would be significantly more.

But once they have the skill, assume they have the skill on the ongoing basis.

Yeah.

What would they still pay for?

Now, you have the lead gen thing.

Really?