💸 Hormozi's $100M Money Models: FULL Notes

Jack Roberts
August 18, 2025

Howdy BEAUTIFUL AI Automator 👋

This weekend, Hormozi did a 7-hour live stream, then another one on Sunday for $100M money models.

He broke the Guinness World Record for the number of books sold at launch (around 3M), and drank a shoey (for the Aussies).

Below are the 7 hours of value summarised 👇

🎯 Core Money Model Philosophy

The Golden Rule - Your 30-day gross profit must be greater than 2x your customer acquisition cost (CAC) + cost of goods sold (COGS)
Cash Flow is King - 82% of businesses fail due to poor cash flow, not lack of hard work
The Ultimate Goal - Get customers to spend twice as much on you as you spend on them in 30 days or less
Remove Cash as Growth Limiter - When you achieve proper money models, you can scale as fast as you can handle

📈 The Four Money Model Mechanisms

Attraction Offers 🧲 - Get people to buy (more cash upfront)
Upsell Offers ⬆️ - Get them to spend more (even more cash upfront)
Downsell Offers ⬇️ - Get them to buy something if they say no (more cash upfront)
Continuity Offers 🔄 - Get them to buy repeatedly (more cash over time)

🏗️ Business Growth Framework

Focus Before Scale - Do fewer things better rather than many things poorly
Fix the Bucket First - Improve retention/LTV before pouring in more customers through advertising
Nail It, Then Scale It - Perfect your model before trying to expand
One Constraint at a Time - Identify if you're limited by leads, sales, delivery, or profit - then fix that one thing

💼 The Four Business Constraints

🧠 Pricing & Positioning Mastery

Premium Positioning - Better to serve fewer customers at higher prices than many at low prices
Price Anchoring - Use high-ticket options to make your main offer look like incredible value
Pay Less Now or Pay More Later - Use time-based incentives to accelerate cash flow
Win Your Money Back - Revolutionary approach where customers pay full price upfront and earn it back through results

🎯 Customer Acquisition Wisdom

Target Quality Over Quantity - Better to have fewer high-quality customers than many problematic ones
Know Your Avatar Deeply - Understand their fears, frustrations, wants, and aspirations
Direct Response + Brand - In today's market, you need both immediate results and long-term brand building
Proof Over Promises - Always lead with demonstrable results rather than claims

🔄 Retention & Lifetime Value

The 38-Month Rule - Best fitness businesses achieve 38-month average customer retention
Churn Under 3% - Aim for monthly churn rates below 3% for sustainable growth
Value Mapping - There are 8 different ways customers can transact with your business
Engagement = Retention - Focus on activation and engagement to reduce churn

👥 Team & Talent Management

A Players Cost 10-30% More, Deliver 10x Results - Always invest in top talent
Clear Swim Lanes 🏊 - Separate technical expertise from people management
OTE-Based Compensation - Base compensation on On-Target Earnings, then reverse engineer
The Cell Phone Speech - "When something happens, this phone doesn't ring" - teach ownership

🚀 Scaling Strategies

Vertical Integration vs. Horizontal Expansion - Perfect one location/service before expanding
Systems Over People - Build processes that don't depend on specific individuals
Cash Flow Cycles - Use profits to hire A-players, who build better systems, which generate more profits
Distribution Networks - Build affiliate/partner networks that become your distribution arm

📚 Content & Marketing Insights

Hook = Tip of the Spear - Your hook is the most important part of any marketing
Volume + Consistency - Success comes from high volume of consistent content over time
Brand vs. Direct Response - You need both: direct response for immediate results, brand for long-term scaling
User-Generated Content Flows - Build systems that automatically generate marketing content from normal business operations

💡 Decision-Making Frameworks

Three Key Questions - Will this get me closer to my goals? Does it increase my chances vs. doing it alone? Do I have access to the money?
Current State vs. Future State - Design your future org chart with boxes, not people
Separate Decision from Communication - Make the decision first, then figure out how to communicate it
Resourcefulness > Resources - Focus on being resourceful rather than needing more resources

🎪 Sales & Conversion Mastery

Show Rates Matter Most - Focus on getting scheduled appointments to actually show up (aim for 89%+)
Seven Universal Closes - Master these core closes that work regardless of what prospects say
Proof Checklist - Use 13-point proof system to accelerate sales cycles
Lead Nurture is Science - Follow specific behaviors and processes to maximize conversion rates

🏆 Franchise & Partnership Wisdom

Quality of Franchisees = Success - First 10-20 franchisees determine your entire system's success
Partners, Not Customers - Treat early franchisees as partners in building the system
Don't Overcomplicate the Model - Keep the core business model simple and focused
Revenue Sharing Reality - Structure deals based on gross profit, not gross revenue

🎨 Personal Brand Building

Authenticity Over Perfection - Show all sides of yourself, including contradictions
Self-Acceptance First - You must accept yourself before others will
Consistency Beats Perfection - Regular, authentic content outperforms perfect, sporadic content
What Takes Up Your Day = Your Associations - Your brand should reflect how you actually spend your time

🔥 Mindset & Philosophy

Patience in Business Growth - Most entrepreneurs pivot too soon because scaling seems too hard
Ignorance Tax - You pay for ignorance in either time or money - choose money when possible
Winners Take Action Before They're Ready - Success comes from acting despite uncertainty
Make Work Cool Again - As business owners, we have a responsibility to create amazing workplace experiences

📊 Metrics That Matter

What’s your biggest takeaway from the event?

Love and Automation,

Jack 🩵🤖

PS. Want access to some of the bonuses, like the Ads Playbook? I plan on releasing them in the community the second I get them.

JACK ROBERTS