The Game w/ Alex Hormozi

Day 1 From My $105M Book Launch (Ep 952)
September 17, 2025

Overview

This special episode of "The Game" features the live, unfiltered audio stream from Alex Hormozi’s record-breaking launch of his third book, "$100M Money Models"—the final piece of his $100M trilogy. The event set a new Guinness World Record as the fastest-selling nonfiction book, outpacing every title short of the final Harry Potter novels. Beyond sharing the architecture behind the sale, Alex turns the launch itself into a masterclass, unpacking the mechanics, mindset, and offers that can help any entrepreneur amplify cash flow, increase customer value, and scale—as he did, across multiple ventures.

Drawing from two years of intentional planning and decades of hard-won lessons, Alex not only breaks down the “why” and “how” behind the launch but dissects, demonstrates, and then gives away the exact systems, assets, and strategies he used to audience members live. Across the packed stream—both the prepared keynote and live "Hermozi Hotline" business coaching calls—Alex maintains a focus on tactical value for serious business builders hungry to level up their monetization models.

Key Discussion Points & Insights

1. Genesis of the Book Launch & Its Meta-Lesson

• Alex wrote "Money Models" because he didn’t see anyone addressing a crucial gap: monetization structure and cash flow as the true engine of business survival.
  • “I saw it as one of the most important things that you can put in a business... We’re trying to do something no one’s ever done before.” [01:29]
• He details that every part of the event and messaging was scripted, analyzed, and practiced, expressly to model what great offer-making looks like in public.

2. The "Money Model" Framework

• Most businesses don’t fail from lack of effort, but due to broken money models—how you charge, sequence, upsell, and structure offers to optimize cash flow and scale.
  • “If you have a better model, you can outspend... out-purchase talent to get the best people in the business.” [08:45]
• Core Mechanisms:
  • Attraction Offers (get them in the door—cash up front)
  • Upsell Offers (get them to pay more/follow up)
  • Downsell Offers (capture cash when they say "no" to the main)
  • Continuity Offers (recurring purchases)

3. Why Most Businesses Stay Small (And Most Owners Are Underpaid)

• 82% of businesses die from cash flow issues [~30:30]
• Even of those who survive, the median business-owner income is ~$48,000, “just a fraction more than SF’s minimum wage.”
  • “All to get sued, stolen from, and called the bad guy for trying to make it on your own. That’s a problem. And that’s what I’m gonna help you solve today.” [~30:46]
• Most business problems are symptoms of a weak money model, not industry or market flaws.

4. Applying Money Models: Real-World Case Studies

• Examples cover:
  • Local service businesses (gyms: win-back offers, pre-sell memberships before opening)
  • B2B services (consulting continuity bonuses for recurring revenue)
  • Physical product upsells (supplements in gyms, SaaS free trials, competition/games for virality)
• “You don’t have to change your product. Change your money model, and you can outlast economic cycles, bad reviews, bad hires—almost anything.” [various]

5. Behind the Scenes: Engineering a Historic Launch

• Unprecedented scale:
  • 3 million+ books sold in under 48 hours
  • $4+ million in ad spend, over 1,400 unique ads
  • 300+ support staff, multi-warehouse logistics
• Showing proof: Alex details how every tactic he prescribes was used by his team in real time; the launch wasn’t just theory but “undeniable proof.”
  • “We sold more books before this launch even started than at the entire last launch.”

6. The Offer Stack: Overdelivering, Pricing, Scarcity

• Available only during the 72-hour launch window:
  • Free Money Model System (the full digital curriculum, audiobook, “Lost Chapters”)
  • 90 Days Free of the Skool platform ($99/month product at $9 for life after)
  • Workshop and AI-based consulting tools trained on hundreds of real businesses
• Ultra-tier bonuses for business donors who buy 200+ books/donate to other entrepreneurs: physical playbooks, special group calls, consulting access
  • “Every artifact, every asset we used—including my internal memos and emails—are yours to model after.”

7. Philosophy, Giving Back, and the Mission

• “If you have gotten value from my free nuggets, paid nothing—please consider donating books so another entrepreneur might.”
• Strong call to entrepreneurial solidarity:
  • “Entrepreneurs miss more baseball games, pay more taxes, work the longest hours than anyone—yet we power the global economy. We deserve better tools.”
  • Returns on giving: Each donor gets not just content but tools, systems, and a network for lifelong leverage.

Notable Quotes & Memorable Moments

On Resourcefulness & the Real Asset

• “Everyone thinks you need resources. What you really need is resourcefulness... You’re the only asset you can never lose.” [~155:22]

On Scaling & Why Most Agencies Stall

• “Honestly, I have yet to see an SMB agency crack $10 million... churn is too high. They just become these churn factories. The only way to break free is go upmarket, or automate and commoditize way down-market. Choose.” [214:21 – 216:21]

On Making Big Bets

• “History rewards us for being bold... Humans tend to overestimate risk and underestimate opportunity.” [~228:09]

On Lifetime Value and Subscription Models

• “The four mechanisms—attraction, upsell, downsell, continuity—don’t require you to change the product. Just shift when, how, or how often you invite people to buy.” [~257:38]

On the Meaning of the Record

• “Nine of the top ten nonfiction fastest-selling books? Presidents, politicians... I thought, one of us should own that. An entrepreneur. That was a big catalyst for all this.” [189:10 – 189:17]

Key Timestamps by Section

• [01:29] – Genesis/Intent of the "Money Models" book & launch
• [07:30] – Logistics and effort: Warehousing, staffing, AI, and scale
• [08:45] – Core Money Model thesis—if you can outspend, you win
• [10:27] – Decisions and attention to details: building attention/focus in a media-saturated world
• [30:30] – Mainstage launch, full pitch begins—booked world record, framework of session
• [40:00-60:00+] – Real-world case studies: gyms, B2B consulting, e-commerce, SaaS
• [126:00] – Systematic breakdown of the $100M Money Model curriculum
• [185:58] – Guinness World Record officially announced live
• [188:10+] – "Hermozi Hotline": live business coaching calls with real business owners
  • [190:00+] Lending business—how to create activation points, thinking in models
  • [199:00+] Marketing agency—pricing, avatar selection, continuity
  • [217:07+] Law firm—niching, pricing, utilization, gross margin
  • [245:10+] Animal hospital—bamfam (book a meeting from a meeting), pricing
  • [255:29+] Pricing self-esteem, profitability & mission
• [289:00+] – Branding, scaling with speaking/partnerships, lead nurture
• [325:00+] – Masterclass on maximizing show rates for appointment businesses (lead nurture + VSLs)
• [340:00+] – VSL deep-dive: why it works, how to structure, what really converts
• [378:00+] – Key metrics & the advantage of recurring revenue
• [392:40+] – Final signoff, reflection on the entrepreneurial mission, "self-licking ice cream cones" (i.e., virtuous cycles)

Actionable Takeaways

• Focus on Monetization Models, Not Just Marketing.
  Refine how you attract, sequence, upsell, retain, and resurrect paying customers. Switching the "money model," not the business, can be the biggest inflection point.
• Use Scarcity & Proof—But Only Ethically.
  Give unique, justifiable reasons for urgency and always demonstrate—not just promise—results.
• Document, Train and Leverage Systems.
  The real leverage is in curated, proven checklists/playbooks and AI-augmented business consulting, not scattered "tips."
• Build to Give Back.
  Wealth and impact multiply longest when you design your business systems to empower others—donate, mentor, or simply share playbooks and tools.

Summary Conclusion

This episode—serving as both a launch event and a mini-masterclass in high-leverage entrepreneurship—leaves little doubt why Alex Hormozi has become a most-followed operator among serious business builders. The launch wasn’t merely a sales event, but a demonstration: of world-class offer crafting, systematization, and proof-driven marketing.

If you’re a founder, owner, or builder, these lessons and strategies aren’t just for launch day. They’re for transforming the entire trajectory of your business journey, one leverage point at a time. As Alex says: “If business feels hard, you may think you need to change business. You probably just need a better money model.”

For Deeper Insights

• Alex’s viral offer frameworks are available (often free) on his YouTube, podcast, & newsletter (see acq.com).
• Missed donating for bonuses? The Money Models book and tools are still available at go.acq.com, with most core value included for all.
• Lost out on the “Launch Blueprint”? Internal memos, ads, and assets may be referenced in future launches; follow Alex’s channels for upcoming trainings.

For those who haven’t listened

This summary distills a 7+ hour mega-event into the key insights, frameworks, and live coaching wisdom. The original episode is dense, energetic, direct, and overflowing with practical takeaways for operators at any scale—plus live, tactical troubleshooting for real businesses in the wild. If you want more than “inspiration”—if you want documented systems to scale profit, implement now. And listen to this one with a notepad handy… or just join next launch live to ask your own questions.