You Don't Need to Go Viral to Build a Brand

Our reading notes on Alex Hormozi

• How I Would Build a $10M Service Business (If I Had to Start Over) | Ep 1004

  A roofing contractor asks whether a video for a prospective customer should resemble his public YouTube videos. Hormozi walks through the narrower job of a sales video. Explain the proposed work, show a relevant local example and address the questions homeowners routinely ask before someone comes to the house.

• I Offered $10,000 to Anyone Who Could Change My Mind | Ep 1013

  Hormozi invites entrepreneurs to challenge rules he has offered publicly. The chapter at 5:23 concerns which customers to sell to. Another, at 24:16, asks how much a founder should stake on one decision. The debate format gives the challenger a concrete job: find a situation in which following the rule produces a poor result.

• Building a $2,300,000/yr Business for a Stranger in 57 Mins | Ep 1012

  The salon owner charges the same price throughout the week, although her busiest days cluster from Thursday to Saturday. Hormozi asks when the appointments actually fill before discussing a price change. A calendar that looks half empty on average can still have a waiting list for the hours customers want most.