Top positive review
5.0 out of 5 starsSpecial recommendation for people who struggle with sales / marketing
Reviewed in the United States on March 19, 2023
Writing specifically to other members of a phenotype that is not uncommon: Folks that are competent, ambitious, and/or intelligent, but who either suck at sales and marketing or have been trained by their environment to have an "ick" factor around either or both.
What Hormozi does exceptionally well is provide precise, tangible tools and frameworks that can immediately be applied to a broad range of business contexts. While he made his name in fitness, he has applied these frameworks effectively to grow service businesses (consultancies), consumer products, and software businesses. As I've been going through, I've been testing how these might apply both to organizations that I am a part of as a member of the leadership and organizations I consult to as a strategic / technical advisor...and I'm finding direct applications.
The most bang for buck in my book are the two driving frameworks he provides:
1. How do define and value your market
2. How to define the value you provide for that market
Downstream of those two frameworks is everything important for a business owner - understanding how to bring people to your doorstep, how to make them excited to purchase products or services from you, and how to ensure that they are so happy with those products or services that they become an advocate and evangelist for what you do.
He has earned my trust by applying one of his own guiding concepts directly within the book - if you can characterize and describe a prospect's problem more effectively than anybody else in the market, they will trust that you can also provide a better solution than anybody else in the market. While the book is applicable to multiple narrow niches, it has applicability to not just the wantreprenur but the STRUGGLING entrepreneur - the entrepreneur who has started one or more businesses but never gotten past the point of being a slave to their business. Alex illustrates exactly why and how this happens (it comes down to the predictable, nigh-unavoidable consequences of trying to compete purely on price and performance without differentiation or an exceptional edge), and provides a specific and immediately actionable solution.
The value in Hormozi's work will come when I apply these to the businesses I work with, but that application will begin immediately, and I am excited to do so. Frankly, he has provided a more tangible and useful framework for getting a business to the $10MM threshold than anything else I've read, and FAR more useful information than everything I learned in my MBA program put together.
So if you are:
- reticent to be a marketer
- somebody who struggles with generating leads / clients for their business, but is able to deliver when given the opportunity to do so
- somebody who hasn't launched their business because they don't know how they will get people interested, or get people to care
- somebody who hasn't launched their business because they think they need to solve every problem before they get going
then this is likely one of the most immediately actionable and valuable books you can read on the topic, and one I would soundly recommend over any of them.
As a final plus: Alex talks through many of these concepts in detail on Acquisition.com, in a series of courses; while the material is largely redundant (unsurprisingly so), the multiple delivery methods improve retention dramatically.
I will be eagerly looking forward to the next books in his series, and will be immediately purchasing them when they become available. Until that time comes, I'm looking forward to applying these principles across a few different businesses, and feel as confident as I have in a while - albeit with some anxiety, but I would be arrogant or foolish if I did not have that! - that there is a light at the end of the tunnel, and operating independent of a large corporation does not mean merely being a slave of a different sort.
Excellent work, Alex, you are an inspiration of the sort rarely encountered in the business world.
