Alex Hormozi

And the more talented the individual is, the more difficult it is for them to scale the delivery.

So these businesses sometimes start to bleed into service businesses, right?

They have some sort of DIY, do-it-yourself, self-

self-led education thing.

And then people are like, well, I'd like some teacher, I'd like some help.

And so then it starts to get a little bit of crossover into services and it starts to get some of the negative sides of services, which is, oh, now I got to train all these people to be as good as me at delivering this thing that's taken me 10 years to learn.

And so people take one of two paths.

They'll either say, well, I'm just not going to do that.

I'm going to make it one to many forever, which I do recommend for a lot of people.

I think it's actually not a terrible idea.

Um,

The other option they do is they say, oh, I'm going to get a bunch of coaches or teachers that I'm going to teach in a weekend how to do my thing, and then I'm just going to outsource all the work to them.

But if the thing that you have is so valuable that you charge so much money for it, if you could teach someone in a weekend to teach it, you're either not selling something that's that valuable, or you're lying about the fact that they're actually as good as you.

And so the analogy that I have for this is, imagine I have the world's best milk, the world's freshest milk, and let's assume that you have no dairy issues, you're just a good old-fashioned Wisconsin boy.

You can just drink your dairy.

Now, let's say that I have 10 customers and I only have one glass of milk.

So I have two options.

Option one is I can do 10 shot glasses and I can pour the milk into those shot glasses.

Option two is I can have glasses of the same size that are all filled with water and I put a shot glass worth in each of them.

So I give you this much of a shittier milk or I give you a much smaller amount of the same quality.