Alex Hormozi

They have their own personal brand.

They want their association with your brand.

Now, the way that I can see how...

scaled up or how progressed an entrepreneur is in the service business is actually with one metric, which is what they charge.

So think about how interesting.

So I'll explain why I think this is a very interesting like North Star metric.

If you do a good job of what you do,

then you should have a supply constraint in your business because more people want your services.

If more people want your services and your supply constraint, what happens?

Well, if we're supply constrained and we have more demand than we have supply, what should we do?

We should raise our prices.

And as we raise our prices, we should increase our gross margins.

And as long as we have good training and we can maintain a reputation, what happens?

More customers come in,

more demand, and then we can continue to raise our prices.

And so it should be a process of consistently being able to raise price over time and go after better and better avatars, better and better ICPs, if you want to use that language, ideal customer profile, I think that stands for.

Basically the type of customer that you're going after, right?

The prospects.

You want better and better people who can write stroke bigger and bigger checks.

And the only way to do that is to typically have the track record having done this for years and continuing to level up.