The Game with Alex Hormozi - Throwback: What to Do When People Shamelessly Steal Your Stuff [Hint: Get Over It] | Ep 701

Episode Date: June 27, 2025

In this episode, Alex (@AlexHormozi) shares a clear strategy for how to respond when others copy your ideas, steal your products, or rip off your brand, and why most people lose not because of theft, but because of how they react to it.Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned and will learn on his path from $100M to $1B in net worth.Wanna scale your business? Click here.Follow Alex Hormozi’s Socials:LinkedIn | Instagram | Facebook | YouTube | Twitter | AcquisitionMentioned in this episode:Get access to the free $100M Scaling Roadmap at www.acquisition.com/roadmap

If you're the winner, people are going to copy your stuff. Rather than shing and moaning about it, get used to it, and win. I talk to business owners obviously a lot now. And I heat this recurring theme among losers. And the thing is, is that I used to think this way. And so I want to half talk to my older self. I'm half making this for our portfolio founder. You know who you are.

And I think I might get a lot of, a little spirited today. And so the idea is around thought ownership. And so it's this idea that you have when you're a kid that if you have an idea or you have a joke that it somehow belongs to you, it's like when you figure out that one plus one equals two and you tell somebody else, you believe that for the rest of their lives, that one plus one equals two belongs to you. But the thing is that no one owns truth, number one, period.

no one owns truth. And the fundamental idea of how human beings learn in general is through replication and remixing, right? Everything that you have ever done has come from someone else that you have remixed in some way. And the degree to which it was remixed is the degree to which it was original. Now, the reason that I think this is important to delineate is that this is how kids in kindergarten get into fights. This is how siblings in the backseat of the van get into fights. That's mine. That was my idea. But in the world of business, basically nothing is yours. And so I want to really, really drive my thumb into this wound because there was a portfolio company who was like, hey, you know, I was making content about this stuff. And one of my competitors

started making content about that stuff. And they're stealing my ideas. They're stealing my ideas. first off, no one's, first off, they weren't your ideas to begin with. Number one. Number two, stealing implies that some damages have been caused as a result of the other person making content. And if you're ever going to somehow be made whole

in the legal system that exists in the United States, you would have to sue them and show damages and somehow prove ownership, over the idea, all of which would basically never happen. And so what you really need to do is put your big boy pants on and realize that this is fucking competition. This is fucking America. This is how capitalism works.

And when I was a young lad, I remember I had, obviously we had the gyms. And so I wrote ad copy. So I would write copy for my gym. And lo and behold, I was a pretty good marketer back then too. And some of the other gyms in my area started saying, hey, you know what even works better than our ads? Alex's ads. And we just get to steal his ads and just run him as our own. So they, I mean, some people literally just took my videos of me and ran them for their gym in addition to my words,

but some of the slightly more tasteful ones didn't, they just put their own video, but then use word for word, my copy, right? And so I used to get so upset about this and I went to an IP lawyer, so an intellectual property attorney. And I said, hey, how do I, you know, can I, can I, can I, can I, can I, can I, can I copyright this stuff? And he just looked at me, he's like, it's an advertisement no he said this is america he said it's based on competition it i was like what about my offer i was like can i say that no one else can use he's like you want to say that no other gym is allowed to give away six weeks for free because you do and he just looked at me and i was like well well i mean kind of and he just was like he laughed me out of the room laughed me out of the room i was

26 years old and i just like was like shit i was like so that means that anyone can copy anything that you do. And unless it's, unless it's a recipe, you know what I mean, or you have a chemical formula that you have, you know, made uniquely yours. Like if someone tried to copy Coke's formula, and the thing is, is that even so, they still try to keep it secret, right? Like, they both patent it and try to keep it a secret. It's both elements, right, for those types of businesses. But anything that is public, if you advertise, if you make content, if you make free giveaways, PDFs, whatever the hell you want, that stuff is public. And so the thing is that it's the losers who are like, that's mine.

I'm a special snowflake. When, bro, it's America. Competition exists to make everybody better. That's how the marketplace works. Like if you figure out how to do dry cleaning in 24 hours, your competitor across the street can come up with dry clean in 23 hours. that's how competition works and so can you imagine if if if snapchat had been like oh instagram stole stories from us that was our idea we said snapchat stories that was our thing and then instagram just took it that's not fair well guess fucking what that's how competition works

and that's at the highest levels and so you think your dry cleaning store has an ad that somehow belongs to you that you made content about whatever the hell and that you think you own that idea forever grow up and if you want to beat the competition by shrinking them into a relevance it means that you need to 10x the size of who you are and what you represent and if you need some help with that i wrote a book called 100 billion dollar leads i have the free audiobook on this podcast which you can start listening to at 579 i think that's the offers one but if you like hard copies you can grab it on amazon or if you like watching stuff you can go on on acquisition.com for slash training and watch all the videos for free. Enjoy. So I remember when I

I was so I was so butt hurt about this whole ad stealing thing that I like I was like how do I keep my ads a secret but but still advertise them? And that ended up becoming this this really big lesson in futility. And when I had gym launch, I obviously was writing a lot of ads for thousands of gyms at this point. And I remember I got a lawyer letter. So this is hilarious. I got a lawyer letter from a gym owner trying to sue me for using his copy. But here's the funny thing. The copy that he said that I was using, he had stolen from me. So many people had used my ad copy that he didn't even know that he was stealing my copy. And so when we had a gym in his market that was running my copy,

he sent his lawyer over to say cease and desist. And I said, hey, bro, why don't I just show you the first screenshot of the time that I used this ad to show you? It's like, because I know I wrote it. And I said, if you can show me that you used this thing before me, I was like, I'll happily. And his own lawyer was like, I'm deeply appellate. apologize for how stupid my client was. The thing is, though, even if he had, even if he had written the copy, I just find this hilarious, but even if he had written the copy, there's not shit he could do. He can't stop me from running an advertisement. It's not, it's not owned, right? That's how it's work. Now, the marketplace might be like, oh, that's weird. They kind of, they copy it, you know, they copy and paste or whatever it is. But the thing is just that, especially when it comes to to content or things like that, like, like, most people like my number one way of getting inspired to make content is is I'll look at what people

are saying online and then be like oh let me say something that I disagree like basically I wait until I see something that's stupid that I hate and then I say okay I'm going to make a rant piece on this right and so most of the time it comes from my life like I come hot and loaded like I am this morning but if I don't have something that I'm pissed off about or I think that it's absolutely ridiculous so stupid then I will just look I'll just look for something. And believe me, it doesn't take long to find something stupid that someone else is going to say where they preach something that they've never done or give advice about a context that they've never walked through.

Only small business owners complain about small business owner shit. So I was talking to a billionaire buddy of mine who's probably worth two or three billion at this point. But he was like, dude, it's so ridiculous that these guys obsess about things like content being owned by someone. He's like, dude, I'm in the SEO game when literally, people try and win on keywords with the same title for the same article. And like, you just have to make your article better so that yours ranks higher.

And like, people look, okay, he has 11 in his listicle. I'm going to have 13 in my listicle and I'm going to use his 11 and add two more. And like, this game is competitive. And so it's the funny thing is it's like I only see, and I see, I see business owners getting bent out of shape. Like they're, they're wasting their weekends, spending all their time scrolling, watching their competitors' content, trying to find the one nugget or kernel or saying or isom that they said.

And the thing is, one, they might not have copied it from you. It just might be something that somebody in your industry says in general. And secondly, even if they did copy it, so what? Who cares? Just take all the time you are obsessing about them and obsess about your customer and obsess about your content so you can stay a step ahead. So I had this dude DM me and say,

hey, man, I just really would appreciate if you gave me credit for the closer framework. And I was like, what the hell are you talking about? And he was like, well, I mean, like, the closure framework's mine. And I was like, what? And this is, like, I'm be real with you. This is a guy who is like 2,000 followers on Instagram and says he does sales training or something. And he's like, I just, he's like, hey, you know, I appreciate it.

He's like, but, you know, it's just, it's mine and you stole it. And you're bigger. So everyone thinks it's yours now. And because I came up with it. Now, here's the thing is that an acronym for. sales about closing, not that crazy original of an idea. Like, just to be, you know, just to call this out there, it'd be like having an advertising framework called Market, right, with six letters in it. Anyways. And so I go and I, and he said, and I was like, no, man, I'm, I'm pretty

sure. I was like, I'm pretty sure you just probably uniquely on your own came up with the same acronym for sales, which is fine, dude. And he said, no, well, anyways, here's, he's like, I've been teaching it since this date. And so me, big. the asshole that I am, I went and found the first video that I had in the closer framework, which guess what, I'm older than he is, and I had been teaching it to my sales guys three years prior to that. And I was like, huh, so I guess I didn't take it from you, number one. Actually, I guess you took it for me, didn't you? But the thing is, is that it doesn't matter, because I don't care if he teaches it. And he probably didn't take it from me. I don't think

he'd be that butt hurt if he had taken it from him. I think on some level he would have been like, oh, well, I took it from Alex, right? He probably just independently came up an idea because guess what? Like, different people, like the Wright brothers figured out how to fly here. And then, like, around the same time, there was some other dude in Germany who figured out how to do it too. It's just like humans, like there was Newton who came up with calculus. There's another guy across the world, like Russia who came up with calculus too. It's just like people innovate and we're not that original.

And so that's the thing. Is it like this whole idea of thought ownership and concept ownership, no one, owns truth, period. Truth is. You can talk about truth, you can describe truth, you can apply truth to different scenarios, but you don't own it. So get over yourself. Anywho, all this to say. One, expect that everyone is going to copy you. Two, if someone copies you, it means that you're ahead, which is great. That's a W. That's an indication that you're succeeding. Number three, you will Never. I'm just saying, like, you can waste the time if you want, but like, the amount of time it takes away from you to get upset about stuff like this is taking away from your customers and from the

amount of time you should be dedicating to making your product better, advertising harder, et cetera. And so if you want to, quote, beat the copycat, mark it 10 times harder. That's it. Just advertise, like, you want, you, like, you're not going to beat them by getting them to stop. You beat them by shrinking them into irrelevance. And I'm going to keep saying this until people fucking get it. Like, you don't beat people in business. Like, it's very rare that you actually put someone out of business. What you do is you go scoreboard. Scoreboard.

Cool, dry cleaner across the street that went from 24 to 23 hours. Great. I'm going to open 20 more locations than you. Fight me. Because that's how you do it in capitalism. You win by just growing and being bigger and beating them into submission, right? Beating them into irrelevance by looking so big that, they can't even be seen in your shadow.

Like, where do you think that gym owner is who tried to sue me for using my own copy that he didn't even know he was stealing from me? By the way, did I counter? Did I counter C-Sy synthesis? I was like, good luck, kid. He was like a 48-year-old man, but like, good luck, bro. I was like, because I'm going to just keep going. I was like, so the only way that you can win is that you got to match me. And I remember when I was young like that, I was like, every day that I see you on Instagram with your wife, with your kids going out and enjoying life, I was like, I'm going to eat your lunch.

Every day that you do that, you're not working, I will. And for some people, that's very dark. And guess what? Okay, fine. That's dark. Live your life the way you want to live your life. But I just get so sick of this. And I think now that I'm saying it, what it roots down to is this victim mentality. It's this. this like, oh, like, wo is me. That was my, it's like, bro, welcome to fucking, like, think about warfare. You know what I mean? Like, they copied art. Well, that's literally what they try and do. They try and figure out what you're doing. And so in the context of business, unless you have a patent on some mechanism in a machine, right?

Or you have a recipe for a formula. Basically nothing is IP. Now, brand, name image likeness, different. but like actual concepts like I started talking about LTV to KAC ratio and then Alex started talking about LTV to KAC ratio oh somebody talked about acquisition is like could you imagine if I was like no one else is allowed to talk about acquisition how stupid would that be they're concepts no one owns them and so every second that you spend thinking about your competitor is another second and this is where they really beat you is that another second that you're not thinking about your customer,

you're not thinking about your business, you're not thinking about advertising more. And so I can truly tell you that, like, it's been years since I've been concerned. Like, you think I get concerned when people steal my content ideas? Like, you guys see it all over the place. Like, this is a leading indicator that you're doing a good job. You should only fear when they stop copying you.

Like, really let that sink in. Like, if no one's copying, you, you suck. Like, really think about it. If no one copies you, you suck. And so you should want to have as many people as possible copying you because it means you're leading the way and they're trying to be like you and they're never going to beat you at being you. All right. So hopefully I convinced you to focus all of your time on your customers and not your competition and realize that that lawsuit and the cease and desist thing that you're going to send is not going to amount to anything. Because if Instagram can do it to Snapchat on a clear feature.

The guy down the street can copy your ad or copy the hook or copy the topic of the content that you're choosing to make. And the real real is he probably isn't copying. He's just doing his job. Real quick, guys, I have a special, special gift for you for being loyal listeners of the podcast. Layla and I spent probably an entire quarter putting together our scaling roadmap. It's breaking scaling into 10 stages and across all eight functions of the business. So you've got marketing, you've got sales, you've got product, you get customer success, you've got IT, you've got recruiting, you've got HR, you've got finance.

We show the problems that emerge at every level of scale and how to graduate to the next level. It's all free and you can get it personalized to you, so it's about 30-ish pages for each of the stages. Once you enter the questions, it will tell you exactly where you're at and what you need to do to grow. It's about 14 hours of stuff, but it's narrowing. but it's narrowed down so that you only have to watch the part that's relevant to you, which will probably be about 90 minutes. And so if that's at all interesting, you can go to acquisition.com forward slash roadmap, ROAD map, roadmap.