The Game with Alex Hormozi - we made 106M in 72 hours. | Ep 929

Episode Date: January 6, 2026

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 | ⁠⁠Acquisition ⁠

I'm Alex Ramosey. Welcome to my $100 million money models book launch event. I think it's possible to put a book in the hand of every entrepreneur in America. I'm hoping that more people get into entrepreneurship who are not. People who are in it do better. And the people who are doing really well help me on my mission to get the books in everyone's hands. I thought it would be cool at the beginning to have the $100 million series do $100 million launch. So the $100 million book series was actually written as one book.

And it had offers, it had leads, and it had money models. This is a massive thing. I then broke it into constituent parts. Each one stacked another layer of skills on top. So first you have your offer, then you advertise your offer, then you monetize the offer. Now, it makes more sense when you think, oh, all three of these were one book.

It was, but parsing them out like this, made it better. The point that I wanted to prove when I started writing this stuff ages ago was that like I didn't have a brand when I did all the stuff that I did with Jim Lodge. I didn't have any of that. All I had was just skills. And so I thought, if I can document these skills, then I can have a visual demonstration of proof in real time that these skills, when used properly, can result in a $100 million thing.

The difficulty was going to be the props and the set. Because we have events, we have people, we have things that go on at our headquarters, for me to take the whole main floor and basically sequester the whole thing for months. It's not tenable. Yeah, Christian, if I'm spending all my time, that's kind of my point. Okay. Oh, great.

Okay. So that helps. If you only use those two during the presentation, then I would rather just make a dedicated camera just for this thing. Okay, great. We fill the rest of this out. I would rather put chat in the background with you because it still keeps their eyes on your frame. That's what I meant, but... Agreed, yes.

This is the thing you were talking about. This permanently removes the glare at this angle. And so I really got to do a few practice runs in the true setting. Basically, like, where will I move? What am I signaling? How is the camera like that? And I'd rather do like three or four like that.

And then I'll do a full, yeah, a full run. Why are we putting so many curtains around where Alex is going to be done? For a couple of reasons, but they all essentially, oil down to making Alex and is controlled of an environment as humanly possible given the circumstances. So this entirely has to do with limiting, distracting stimuli to keep Alex blind to as many things as humanly possible. Minus slides honestly.

So here's zero clue what goes on with pretty much anything else going outside of this bubble. This is like right here that's enough value. I'd be like, are you not entertained? Or is there even more? Everyone I know who's not in my like immediate circle has texted me, being like, so it looks like you're launching a book. Looks like you got a lot going on. Yeah, great.

I am knee-deep in just a bunch of different facets of the launch. You know, it's a few hours for everyone who shows up, but it's like multiple years of preparation that we're doing. And so the entire team's, you know, working overtime to make this happen. We have built a team around the course. values like competitive greatness. You see in those moments, like who's actually made of the real shit, like who leans into the challenge, who embraces it, who chases it. Most people only see this event as an event, but they don't realize that this event is being supported by an insane

culture that is already existing in an operating business. Most people will just spin these teams up just to support an event. But you're not going to get the love, the care, the compassion, to want to serve at that highest level. I don't think you can manufacture that. I just think it's super hard. In positions. I'm Alex. Sean, you want to call it?

I'll call it. All right, perfect. We'll do it like we would do it. Thank you, sir. All right, guys, you ready? All right, let's roll. I'm Alex Shamosi. Welcome to my $100 million money model's book launch event,

and we're going to try and break the world record together here, So I've got the Guinness Judges right here. We're trying to break the single, fastest-selling nonfiction book in history in a single day. So Prince Harry is the one who owns that record right now with 1.4 million copies for his book called Spare. It came out last year. Before that, I think it was Barack Obama's book, which had come out many years before that. After that, it was Michelle Obama becoming, I think it's like 750,000 copies. So, like, big names with gigantic media behind them, literally, like, globally recognized,

And so, you know, I had to tell my team this, which is like, we're trying to do something that literally no one has done before. And so we should expect to do things that literally no one has done before in order to do it. How many days are we out? One day, one day, probably not even less, less than 24 hours now, right? Yeah. Yeah. 20 hours.

How do you feel? I feel so fabulous and excited. We are doing sales support training for the $100 million money models a lot. So what you see here is a team of internal ACQ team members. Some of them are in sales, some of them in our workshop teams. Really, we pulled from across the organization, and we are preparing to staff the phones for launch tomorrow. All right. Happy Friday!

We're here. We are in day two, roll play one, so get ready to be creative as your customers. We really want to make sure that every single team member has a clear understanding of each offer, and that they feel comfortable that they can concise convey the value in a way that aligns with our brand standards. So really important just to make sure everyone feels super comfy going into tomorrow. We're really here because we want to help business owners, irrespective of their size, scale, industry origin, we are the team who can help literally

anyone grow their business. So people will either have the option to buy one book of $100 million money models, or they can buy, ooh, the bundle. The bundle! Don't worry, you too, can put this box in your hands and feel just how chunky it is. And my favorite part of this bundle is this, scan me to scale faster. Where does this go? Workshops page.

Workshops. How much does the bundle cost? 5998. Cold, stone cold. All right, love it. 5998 is how much this is. One of the things I practiced the most was actually just going through the motions. So it's like I had to practice.

what that flow is going to be and do it over and over and over again so that when I'm actually live I'm not thinking what are my hands doing. So it's a lot like I think I don't play musical instrument but I would imagine that people who play the guitar and then sing it's similar where it's it's being able to do two things at once and so I had to kind of like play the guitar while singing figuratively and I had to just do a lot of reps. That one's like that's yeah yeah yeah I need I need speed need for speed and I do like if there's no ambiguity with this guy That kind of speed, I have a need for speed. There's like hundreds of tiny things that I think,

people don't see and should have to be there. These are some decisions where we're going to have to live with the consequences because we can't do a lot again. And we're not going to know what's going to happen. So like, should we have the phone number up? When should we have it up? What phone number should it be? Should it just go to the CS team?

Should it go to a sales team? All of those are decisions that were one-time decisions that we just had to make and just like hope we made the right call. Well, what's up, team? How's it? How's it? How you doing? How's your trip?

That's good. Alex is doing the run through downstairs. Oh yeah? Do you want to go check it out? You can if you want. I've seen three drafts of it. Oh, okay. He wrote this first, and then he was like, hey, this is missing two other pieces.

I'm going to do the offers. And then the offers had no launch. And then the leads had the launch. Because if you release the money models without the offers and the leads, they're like, wait a minute, I don't know how to do those things. You could have argued that you could have released it either way, but this is the most valuable book. If someone thinks, oh, this could help me. double my business, it's very easy, I'm not saying we promised that, but I'm saying it's very

easy to justify the expense within a B2B context. The issue is no one believes you. If I said I can double your business, if you believe me, then it makes sense. I wanted the entire event and the lead up to the event to exist as proof. The best way to get someone to believe is to have already done it. Proof above everything. It looks good, right? Everything's okay. Oh yeah. The timer and everything. Did we try it, they tested the stream? Yep. Fuck yeah. I don't know about the stream. Can we ask him? Yeah, yeah, I'll do that.

Or like, ideally he should send you the stream length and then you should watch it through the stream to make sure like the audio is good, like it doesn't get muted. Because I mean, you told me if it gets muted, it's like it fucks the stream. Everyone's like on edge right now. I have a terrible fear that the cursing in the promo video will have the stream get listed as 18 plus. Whatever anxiety about that, multiply times 1,000, that's what I'm good. Yeah, heard, heard. Face noises create so many problems.

How you going? Um, like my career's on the line. In the best and worst way possible. Rather than like, how do we win, it's like, well, how would we fail? And, okay, there's six ways that this could fail. How do we prevent every single way from failing? Here are the choke points as I see them in order, and we'll find out after we're watching this if I missed one but one is if for some reason the social media

platforms throttle our ability to spend money on advertising sometimes it happens like if we can't advertise the event the event's not going to be able to be as big which means we're not going to break the record okay so drama of the day at approximately three hours ago four hours ago I was selfishly sleeping and our Google Ads account got down so the plan now is to pivot just rewrapped the budget towards meta and if that doesn't work we're out towards TikTok if that doesn't work or we got it towards LinkedIn ads, whatever we need to do. The next choke point is going to be emails and texts.

Doing some last minute checks on the main announcement email. We also have the SMS that's about to go out as well. And this is the number one most important action I'd say of today aside from everything else is make sure that this sends. Oh, they're firing. The next choke point is where people click the link. So if they click the link, we have to make sure the link works. We checked all the links yesterday and a bunch of them were broken.

The fourth choke point is going to be, we have to make sure that Shopify can process payments. Our Shopify link was sending people to Serbia. Those are all of the choke points as I see them. We will find out if there's new ones that I did not know about. And yeah, we'll find out. Okay, five minutes?

Five minutes? Five minutes. Okay. When we're selling, stay slow. I want to stay calm, and I want to help the person make the purchase. We're making history here.

This is insane. Let's go! What's gonna happen? It's gonna go great. We're about to break records. We're about to make a lot of money, for a lot of business owners. Either it's gonna go really well,

which was a plan, so just follow the plan. And if it's not going well, well maybe it hasn't had time to let the plan happen yet, or work yet, so just follow the plan. It's launched, dude. It's launch. It's lunch. How can you go.

All right. So the rumors are true? Yeah, baby. All right. All right, guys. Everybody, everybody quiet on set. We're going live in five, four, three. It's just a time.

And dollar is hard. Welcome to the stage. Guys are awesome. Thank you guys. Cameras ready. Audio ready? Lights ready? Are you guys ready?

You guys ready? Yes? All right. I'm Alex Ramozy and welcome to my $100 million money models book launch event. And we're going to try and break world record together here live. So I've got the Guinness judges right here. Brittany, want you to come on out. Brittany is going to make sure that we check boxes and do the things to make this legit.

Thank you so much, Brittany. We all thank you. So it's going to be a wild ride and you guys are going to want to buckle up because it's going get exciting. With a $100 million money model, you can get really big, really profitable, really fast. $31 million of consulting work went into this. It's yours for free. You donate 200 bucks. And I made donating super easy by hiring and training 300 plus phone reps to help anyone out who has issues checking out. The massive value that you're going to get is not just the sales and marketing stuff. So did you get a chance to check out all the offers that Alex mentioned in the live? I know I saw you

had texted us back and we said you saw that. A money model is a sequence of offers. Is there anything else that I can answer for you as well? Yellow Ship to Port-Rour, go. We're about to push for $100 million in one weekend. I'm feeling awesome. It's been a blast. This is the most we've ever worked, but it's worth every second. Big Dog Sharon.

Two hondo, baby. Appreciate you guys. It's so fun. Yeah, so fun. We just cracked $200,000. This is the VIP chat. VIP chat, so someone has to moderate that probably. There's several people.

Oh my God. It's all pretty positive in this past. Big boom. Big boom. I looked at those days as like boot camp for our culture. I was talking to somebody and they were like, I'm not afraid to work hard. And I think nobody should feel afraid to work hard

because of what's possible when you do. It's still right. 577, 578, we may hit this. If for three days we work harder than we've worked in years, we can break the world record. These guys are the pros. Dude, let's go. I want to show the world that one of us can start from nothing and achieve anything we put our hearts in minds too. Did I say that I would just one focus on? I personally deliver the recommendations.

I documented their exact problems and solutions. It's Jack from Acquisition.com. acquisition.com on recorded line. Here's what I would also offer. That's perfect. Thank you so much. Enjoy. Thank you to all the players for putting books

in the hands of entrepreneurs who need that. You guys are all amazing. The whole team was like, this is awesome. Everyone's like super gung-ho and like, we want to break this record, we want to break history together. Well, hey, I'm super excited for you. Thanks for doing business with us. We're at 1,000 books a second right now.

It's not slung down. It's a thousand books a second. This is crazy. This playbook gives you the exact process we followed, to break through ad-sbit ceilings, and keep scaling. So here's just a fraction what's inside. Holy fuck. This is crazy.

I'll say I think in the moment I was just feeling like, oh fuck, like it's working. Dude, we might create the record. 1.4? Yeah. I think... I feel like there's a chance. Yeah.

...that by which constraint you'd be the facts were thrown effort, is your most effective brain work, you know, do you do. Use ACQAI to find and create a leverage. One fucking million copies. Wow. It's just so rare that the stars all align. Can you get me access to Layla's office?

You'll talk to her? Okay. So if we can get the book dude here during the stream, I will interrupt the stream to present the World Record Award during the stream. I could bring them up with me and be like, I have something like... Yes. I think that would be good. I'd be like, I have a special.

Okay. Here to tell you something. Yes. What is the least important thing that I'm spending time and money on? Am I willing to trade that for this other thing that I want more? If the answer is S, I make the trade. Number one, baby, let's go. Guinness World Record, broken.

Wow. Could not be more proud of Alex Layla the entire team, because the sheer amount of work that has gone into this, that every single detail that's gone into this launch is with my team. this launch, I thought it would be cool to disrupt him in real time and just like tell him that it happened. Because I also think when you're up there performing, knowing that your performance resulted in a result that you want, it can alleviate some of that tension that you have. And it can also make you want to keep going.

So I think it's really motivating to know that you've won. Like winning makes you want to keep winning. And so whenever I like to think of my situation, if I think it's hard, There's always someone who's had it worse and done better. With that being said, let me bring up our next mystery headliner. Actually. Okay. We are interrupting.

Okay. Because I brought some friends to give you something. No, shit. You broke the record. He broke the record. Hi, Alex. As you know, this record is continuing for 24 hours. Oh, we're still going.

So it is quite an official, officially amazing achievement. who have surpassed the record already so soon into the 24-hour launch. So we will get that final number tomorrow morning and see where your final number is. But we can confirm the three of us that you are the official new record holder. Congratulations. Congratulations. Thank you. Well, shit.

Oh, sir, I'm not supposed to cuss. My bad. Well, shoot. The idea of putting a book in every entrepreneur's hands in America was something that was really dear to me because this was, like everything I have is because of things I've learned and because of other people who decided to write it down and I thought man if I built a brand that was like everything instead of trying to hide it just like just put everything out there

all the details and just build a brand based on that and so this is really our word for you guys thank you guys so much you guys are awesome and thank you guys so much so just so you guys know the I think the record was 1.44 something like that 1.43 yeah 1.43 million copies sold we're serious we want to get that books into the hands of as many entrepreneurs in America as we can, and we're not stopping.

So let's keep powering through. I got more stuff to show you, and I can't wait. Thank you, guys. Thank you. Thank you. All right. We did it! We did!

Woo! We just de-thruing Prince Harry. Great, we broke it, and now we have three more days. You know what I mean? And I'm gonna go hard. As much should I do when we could celebrate? We got hours left. 100 million is the goal,

be the perfect end of the $100 million dollar series. We broke the record, we got the Guinness thing, we got the W, but we had a bigger W to guess. Most people that were a part of this, including Alex, did not wake up three years ago thinking we were going to go after the Guinness Book of World Records. But I think it shows that almost anything is achievable. What's up guys? This is not a book launch. This is a chance to reimagine how we live our lives. that the underdog actually won

and we are all the underdog like the job's almost done not done yet not done yet why why not done yet you still get a hundred million sales yeah it's fucking god a hundred million dollar money model you have to make a hundred million

we're not slowing down now we just started even if you have the thing to sell offers and the people to sell it to leads you still have another question to answer How do you get them to give you money? It's fucking two mill before lunch.

I've been working with this guy since March. He's trying to buy 10,000 books right now for his community. How's everything going? It's going very well. It's going very well. Yeah, it's pretty crazy. The sales team is too fast. I can't take calls because the sales team is too fast.

Confirmed, 10,000 books. That's awesome. Thank you. Thank you. Just seeing the team just wrap. and just rage to make this happen. I would say like most people were like, I have not enjoyed working more than this,

and they also worked more than many of them had ever done in their lives, and it was also worth it. Lookin' badass. Part of history. Outside of that, our teams can give you the blueprint so that you can collapse the curve and actually have that result right now.

If that alone can be worth it, would that protect the downside for you? I'll start this out for you, and then in 30 minutes, we can give you a call back and we can figure that out. Basically, we called until we couldn't call anymore. Then we went into calling Australia because they were just waking up. That is my shoe. This is for my Aussies. I promised I would do a shoey for you guys since you guys are showing up at like 2 o'clock in the morning.

Ozies, this is for you. You guys are awesome. The size and scope of all of this to me was not about the money, but it was about the impact. It's about that so many people around were, one, willing to invest in a book and two, willing to donate more so that more people can win. There's never been a time in history where someone has done something for somebody else to help beat a world record. That is super cool. So now every single person that helped invest in this, donate and buy a book, was a part of history. We have three hours before the Guinness World Record deadline closes to sell as many as we can. And so we're going to try to push for it. No rest for the weary.

Picking the associations that you want to make is one of the clearest decisions that you have to make for the brand so that you can ultimately build the brand that your customers want to buy from and tell their friends about. Book launch sales support. Christine David Phil. We had $100 million. We're a hundred million dollar brand. Before the 24 hours ended. We got a solid 45 minutes left. Judge from Guinness is in there right now. We have half an hour before the world record window closes. And so she's basically looking through all of our Shopify back-end data to verify the final number.

Let's go, Lina! 18K, 18K upsal. Why work around the clock for something like this? What else would you work around the clock for? What a surreal day. It costs so much, you know, work and money. and time to do the $100 million launch, but like how elegant is to have the $100 million series with a hundred million dollar launch culminating with a book about monetization to

demonstrate the ideas that the concepts inside the book work. Just a chill day at the office. Yeah, just to be president, the first lady and the prince. History was made. We would be talking about this stuff for years to talk. And we're going to be able to say we're part of that. I think sometimes people lack motivation not because their goals are too big but because they're too small. It has to be big enough to excite us or why bother?