Alex Hormozi

Differentiated equals a value-driven purchase, aka selling a category of one with no comparison.

The good news is that in business, you only need to hit one Grand Slam offer to retire forever.

Big dream outcome, lose 20 pounds.

With a decreased time delay, six weeks.

We artificially increase the demand for our products and services through some sort of persuasive communication.

Examples, AA minutes, BB hours, CC days, DD weeks, Z months, four hour, 21 days, six week, two minute, three month, et cetera.

Note, I wasn't selling my membership anymore.

I've done this four or five times in my life.

Yes, market matters, which I'll expand on in the next chapter.

A maker is when you're in the build mode.

I wasn't selling the plane flight.

As for my track record, I have a 36 to one lifetime return on my advertising dollars over my business career.

This is when you're completely locked in, you're like, no distractions, I have to go learn stuff, I have to go write copy, I have to go edit videos, I have to go make content, I have to go build this template that I'm gonna sell to my customers, whatever.

When we increase the demand, we can sell more units.

I was selling the solution.

Commodity, as I define it, is a product available from many places.

When you are thinking about your dream outcome, it has to be them arriving at their destination and what they would like to experience.

When we decrease the supply, we can sell those units for more money.

For that reason, it's prone to purchases based on price instead of value.

Consider this my lifetime batting average, if you will.