Alex Hormozi

And so that brand association also becomes another value add to the person because that brand actually approximates for a decrease in risk and increase in likelihood that they will get the education that they ultimately want.

Now, Harvard, because it becomes a stamp in and of itself, it's a little bit different.

But that is the ultimate direction that you want to go in, is that when your brand is so good that when people know that they have been educated by you, that that actually confers value to them for whatever they're trying to do next.

So you might have heard of Cordon Bleu, which is a...

cooking school, right?

And if someone's like, oh, I'm a Cordon Bleu chef, then you're like, oh, well, there you go.

Cordon Bleu or whatever they say.

All right.

If you are one of the chefs, then you're more likely to get a job afterwards because they have a good reputation for delivering good chefs.

So what does that mean they get to do?

They get to charge more for the education they have because their people are more successful.

Right?

And so that is how you win in this model.

And if you're in a B2C setting, so you sell a consumer skill or education, so you teach them how to cook, you teach them how to paint, you teach them how to skateboard, you teach them how to whatever, right?

In that business model, the best way to be successful is to be really good.

If you're really good at skateboarding, people want to know, learn how to do ollies from you.

Even if many people could do an ollie, they will want to learn it from you.

Because humans have this very interesting phenomenon, something that I've thought about a lot, which is that we have like this overkill bias.

So what does that mean?

if I want to buy a jacket, I want to see that the jacket is still warm on Mount Everest because I think, okay, if it's cold, if it's warm, if it's still warm on the top of Mount Everest, it'll probably keep me warm from my car to the door.