150 Best Alex Hormozi Quotes: Author of $100M Offers (2023)

1. “I’m going to be an entrepreneur so I can be free. Free to do whatever I want, whenever I want, with whomever I want.”

2. “We question all of our beliefs, except for the ones we really believe in, and those we never think to question.”—Orson Scott Card”

3. “Here is your first piece of good news: if you are reading this, then you are already in the top 10 percent. Most people buy stuff and then promptly ignore it. I can also throw out a spoiler: the further you get in the book, the bigger the nuggets become. Just watch. This book delivers. The world needs more entrepreneurs. It needs more fighters. It needs more magic. And that’s what I’m sharing with you ― magic.”

4. “Making shit loads of money breaks people’s minds. It literally stretches their minds so far past what they believe is possible they assume you are doing something wrong or illegal. They literally “can’t even.”

5. “Grow or Die” is a core tenet at our companies. We believe every person, every company, and every organism is either growing or dying. Maintenance is a myth.”

6. “Anger is more useful than sadness.”

7. “Goodwill compounds faster than revenue.

8. “He looked at me soberly and said: “Make people an offer so good they would feel stupid saying no.”

9. “140M people created annually.

10. “The easiest way to change your behavior is to change your surroundings.”

11. “Our goal as marketers and business owners is to increase the value of the dream outcome and its perceived likelihood of achievement, while decreasing the time delay of achievement and the effort and sacrifice one has to put in to get there.”

12. “We pay for every lesson with either time or money. And we use the currency we value least.”

13. “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.”

14. “People are afraid of not getting validated or they’re afraid of judgment that they perceive from people that exist or don’t exist in their lives.” [3:43]

15. “'Because it is hard' is never an acceptable reason to stop.”

16. “Strategy is easy. Execution is hard.”

17. “If you actually just try… hard, you’d be amazed at how easy it is to beat your competition.”

18. “If you want to become a millionaire fast, do this: Determine what you are willing to sacrifice on the altar of your goals. Then sacrifice them. This will give you all the room to double down on one thing.”

19. “Scarcity is a function of quantity. Urgency is a function of time. This is where you only limit when people can sign up, rather than how many.”

20. “If you get in bed with a snake, and the snake bites you. Whose fault is it?

21. “The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). When they hear the solution to their pain, and inversely, what their life would look like without this pain, they should be drawn to your solution. I have a saying I use to train sales teams, “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.”

22. “Anger is a more useful emotion than sadness.”

23. “Deadly combo: be very good at something – sell a guarantee around being good.”

24. “What am I doing wrong?”

25. “28 ways to guarantee poverty

26. “How to stay poor: complain about things you can control.”

27. “Aligning with other’s self interest is easier than persuading them to do what you want.”

28. “People who help others (with zero expectation) experience higher levels of fulfillment, live longer, and make more money.”

29. “California is like a crazy beautiful ex-girlfriend. You look back and only remember the good. But as soon as you see her again, you realize how she stole your money all the time, had terrible friends and tried to destroy your business by telling on you for everything.”

30. “The difference between rich people and poor people, successful people and not successful people is the degree to which they attribute or give power to their circumstance.” [1:33:23]

31. “The Grand Slam Offer only becomes valuable once the prospect perceives the increase in likelihood of achievement, perceives the decrease in time delay, and perceives the decrease in effort and sacrifice.”

32. “Before you start, define your terms.”

33. “Getting people to buy is NOT the objective of a business. Making money is. And lowering price is a one-way road to destruction for most — you can only go down to $0, but you can go infinitely high in the other direction.”

34. “Beginners overvalue thinking and undervalue doing. Advanced do the opposite.”

35. “I didn’t lose the five years, I lost the assets, which were not the most valuable thing that I had earned over that time. It was the skills, the experience and the character traits, I still had those.” [9:19]

36. “Appeal to logic not authority.”

37. “Hormozi Law: The longer you delay the ask, the bigger the ask you can make. “The longer the runway, the bigger the plane that can take off.”

38. “Making shit loads of money breaks people’s minds.”

39. “When demand increases, cut supply.”

40. “Most people had a graveyard of failures before they had their actual first success.” [34:17]

41. “it is far better to have understood why you failed than to be ignorant of why you succeeded.”

42. “All you need to be successful is the ability to influence. Then you can use that to get everyone else to do everything else.”

43. “You may blame your circumstances but no one else will care.” [1:34:54]

44. “Increased Response Rates (think clicks) Increased Conversion (think sales) Premium Prices (think charging a lot of money).”

45. “A sale always happens. Either you sell the other person on your solution or they sell you on their excuse. And the person who talks the most loses.”

46. “Do more of what’s working.”

47. “Give give give give give… get.”

48. “If you try one hundred offers, I promise you will succeed. Most people never try anything. Others fail once, then give up. It takes resilience to succeed. Stop personalizing! It’s not about you! If your offer doesn’t work, it doesn’t mean you suck. It means your offer sucks. Big difference. You only suck if you stop trying. So, try again. You’ll never become world class if you stop after a failed attempt.”

49. “Most people have a dramatic underestimation of how much volume it takes to be successful.” [12:53]

50. “How to stay poor: Start tomorrow.”

51. “there is a difference between gambling in business and gambling in a casino. In a casino, the odds are stacked against you. With skill, you can improve them, but never beat them. In contrast, in business, you can improve your skills to shift the odds in your favor. Simply stated, with enough skill, you can become the house.”

52. “Too often, achievement, accomplishment, ambition is defined as greed. Here’s my clarification: greed is attempting to get something for nothing, to take without exchange.”

53. “A very rich friend of mine: Here’s how I answer my phone for everyone.

54. “It helped us know exactly who we were speaking to at all times. And exactly whose problems we were solving. But simplicity and ease may not be enough to sway you, so let me illustrate why honing in on one niche will make you more money. Reason: you can literally charge 100x more for the exact same product. Dan Kennedy was the first person to illustrate this for me, and I will do my best to pass on the torch to you in these pages. Niching Product Pricing Example: Example Dan Kennedy taught me this (and it changed my life forever). Let’s say you sold a generic course on Time Management. Unless you were some massive time management guru with a compelling or unique story, it would be unlikely it would turn into anything significant. What do you think “yet another” time management course is valued at? $19, $29? Sure. Nothing to write home about. Let’s just say $19 for illustration sake. **Now we shall unleash the power of niche pricing in various stages on your product** So let’s imagine you make the product more specific, keeping the same principles, and call it “Time Management For Sales Professionals.” All of a sudden, this course is for a more specific type of person. We could tie their increase to even one more sale or one more deal and it would be worth more. But there are a lot of sales people. So this might be a $99 product. Neat, but we can do better. So let’s go down another level of niching and call our product…. “Time Management for B2B Outbound Sales Reps.” Following the same principles of specificity, now we know our sales people probably have very experienced deals and commissions. A single sale would easily net this salesman $500 (or more), so it would be easy to justify a $499 price tag. This is already a 25x increase in price for almost an identical product. I could stop here, but I’m going to go one step further. Let’s just niche down one last level…. “Time Management for B2B Outbound Power Tools & Gardening Sales Reps.” Boom. Think about it for a second, if you were a power tools outbound sales rep, you would think to yourself “This is made exactly for me” and would happily fork over maybe $1000 to $2000 for a time management program that could help you achieve your goal.”

55. “Ask me what I will give you if you could wave a magic wand and give me my youth back. The answer would be everything I own and everything I will ever own.”

56. “You’ve got to optimize for the game to be fun when you’re losing.” Tom Bilyeu [1:08:39]

57. “A focused fool can accomplish more than a distracted genius”

58. “The point of good writing is for the reader to understand. The point of good persuasion is for the prospect to feel understood.”

59. “Convenience will always win.”

60. “How to stay poor, assume you’re always right.” Alex Hormozi

61. “When I was poor I saved so that I could invest in me, not the S&P 500. I can 10x my income with better skills. The S&P 500 cannot.”

62. “A focused fool can accomplish more than a distracted genius.”

63. “90% of sales are your tone.”

64. “For anyone starting a business, focus on getting $1 from a stranger into your bank account.”

65. “After you die, everyone else just moves on.”

66. “Grow or die.”

67. “Outsized returns often come from betting against conventional wisdom, and conventional wisdom is usually right. Given a 10 percent chance of a 100 times payoff, you should take that bet every time. But you're still going to be wrong nine times out of ten . . . We all know that if you swing for the fences, you're going to strike out a lot, but you're also going to hit some home runs. The difference between baseball and business, however, is that baseball has a truncated outcome distribution. When you swing, no matter how well you connect with the ball, the most runs you can get is four. In business, every once in a while, when you step up to the plate, you can score 1,000 runs. This long-tailed distribution of returns is why it's important to be bold. Big winners pay for so many experiments." ​— ​Jeff Bezos”

68. “Volume x Time = Skill”

69. “People want what they can’t have. People want what other people want. People want things only a select few have access to.”

70. “How to stay poor:

71. “How to stay poor: assume you are always right.”

72. “Adding a deadline and incorporating one or multiple forms of urgency will get more people to take action than would otherwise.”

73. “Act like someone who values their own opinion of self above others’. And eventually you’ll feel that way too.”

74. “Building a business is risky. Living paycheck to paycheck is risky.

75. “You should get anxiety with how much you give away.”

76. “Warren Buffet said, “Price is what you pay. Value is what you get.”

77. “You can either be right or you can be rich. This book is for getting rich. If that bothers you, just put this down and go back to arguing against human nature. Hint: You’re not gonna change it.”

78. “In plain words, pricing this way means you are providing a service at just above what it costs for you to stay above water. We are not trying to stay barely above water. We are trying to make egregious amounts of money that will have your relatives asking if what you are doing is legal. Again, we are not trying to get the most customers. We are trying to make the most money.”

79. “Being the underdog makes you a dangerous competitor.

80. “If you have a “commodity” offer, you will compete on price (having a price-driven purchase versus a value-driven purchase). Your Grand Slam Offer, however, forces a prospect to stop and think differently to assess the value of your differentiated product. Doing this establishes you as your own category, which means it’s too difficult to compare prices, which means you re-calibrate the prospect’s value-meter.”

81. “Do, daily.

82. “With 20 hours of focused effort most people can be pretty decent at something, […] but most people spend years waiting to do the first hour.” [34:26]

83. “People who experience a victory early on are more likely to continue with something than those who do not.”

84. “If anyone ever asks you "Can you do it for less?", just respond "I could do it for more.”

85. “10,000 cold calls will teach you more about sales than any book will.”

86. “As you likely now know, I have crafted thousands of offers over the last decade. Most failed. Some did okay. And some struck gold . . . but I never really knew why. As Dr Burgelman, a famous Stanford business school professor said, it is far better to have understood why you failed than to be ignorant of why you succeeded.”

87. “It’s an offer you present to the marketplace that cannot be compared to any other product or service available, combining an attractive promotion, an unmatchable value proposition, a premium price, and an unbeatable guarantee with a money model (payment terms) that allows you to get paid to get new customers . . . forever removing the cash constraint on business growth.”

88. “I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”

89. “and you could only have one advantage over your competitors . . . which would it be . . . ?”

90. “When you raise your price, you increase the value the consumer receives without changing anything else about your product.”

91. “The downside is that a person spends $20 to watch that hero instead of being that hero himself.”

92. “I laid there silently, pulling up the bank accounts ― a daily ritual.”

93. “Be okay with the fact that you are going to suck and it is okay to suck, you should expect to suck, and it would be unreasonable for you to be good if you haven’t done it before, […] are you asking the universe to be unreasonable for you by expecting to be good on your first try.”[14:02]

94. “Acquisition.com.”

95. “Create flow. Monetize flow. Then add friction.”

96. “If you bet on people to act in their own self interest, you will be right a lot.”

97. “I can give you the words to say right now but it’s not about the words. Words are 20% of it. 80% of it is how you say the words. It’s the tonality and the frame you can control on the sale.”

98. “Most already know what to do and simply don’t do it. It’s not ignorance. It’s fear.”

99. “Besides death, there are no rules, only degrees of inconvenience.”

100. “During my hardest days, I repeated the same phrase to myself: I cannot lose if I do not quit.”

101. “As entrepreneurs, we make bets everyday. We are gamblers ― gambling our hard-earned money on labor, inventory, rent, marketing, etc., all with the hopes of a higher pay out. Oftentimes, we lose. But, sometimes, we win and win BIG. However, there is a difference between gambling in business and gambling in a casino. In a casino, the odds are stacked against you. With skill, you can improve them, but never beat them. In contrast, in business, you can improve your skills to shift the odds in your favor. Simply stated, with enough skill, you can become the house.”

102. “No offer? No business. No life. Bad offer? Negative profit. No business. Miserable life. Decent offer? No profit. Stagnating business. Stagnating life. Good offer? Some profit. Okay business. Okay life. Grand Slam Offer? Fantastic profit. Insane business. Freedom.”

103. “A focused fool can accomplish more than a distracted genius.”

104. “Best way to learn: teach someone.

105. “Make people an offer so good they would feel stupid saying no.” ​— ​Travis Jones”

106. “Having a long time horizon is one of the strongest competitive advantages in business.”

107. “Implicit-egotism effect: we are generally drawn to the things and people that most resemble us.”

108. “Lloyd, from the above newspaper story, could have gone through this entire book and nothing in here would have worked for him. Why? Because he would be targeting newspapers, a dying market. That being said, having a great market is an advantage. But you can be in a normal market that’s growing at an average rate and still make crazy money. Every market I have been in has been a normal market. You just don't actually want to be selling ice to eskimos.”

109. “You want to be ‘the guy’ who services ‘this type of person’ or solves ‘this type of problem.’ And even more niched ‘I solve this type of problem for this specific type of person in this unique counter-intuitive way that reverses their deepest fear.”

110. “3 differences between a pivot and a shiny object:

111. “We question all of our beliefs, except for the ones we really believe in, and those we never think to question.” ​— ​Orson Scott Card”

112. “A lesson that still stings me:

113. “The most addictive drug is making money doing something you love.”

114. “If you never lose customers, you grow by default.”

115. “When you hear somebody speak and they really resonate with you, they give you the chills, you get excited, it’s because they’re either putting words to something that you felt but you didn’t know how to articulate and now it’s super concrete in your mind or they make you realize that you believe something that wasn’t true.” Tom Bilyeu [54:18]

116. “How to stay poor: say you’re going to do something and don’t do it.”

117. “Be willing to negotiate everything except your values.”

118. “I just read 300 of his tweets. This guy is incredible.”

119. “Fundamentally, all marketing exists to influence the supply and demand curve.”

120. “Don't play to win, play to play. And when you do that, you cannot lose.”

121. “If you want an uncommon life you can’t have common beliefs.” Alex Hormozi

122. “A lot of real problems can be solved by working longer hours:

123. “Time delay is the time between a client buying and receiving the promised benefit. The shorter the distance between when they purchase and they receive value/the outcome, the more valuable your services or product is.”

124. “Beards are like sunscreen for half your face. You look older, but they keep you looking young.”

125. “The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). When they hear the solution to their pain, and inversely, what their life would look like without this pain, they should be drawn to your solution. I have a saying I use to train sales teams “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.”

126. “Desire is a contract you make with yourself to be unhappy until you get what you want.”

127. “Questions are infinitely superior to answers.”

128. “We want to make an offer that’s so different that you can skip the awkward explanation of why your product is different from everyone elses (which, if they have to ask, then they are probably too ignorant to understand the explanation) and instead just have the offer do that work for you. That’s the Grand Slam Offer way.”

129. “your most valuable asset ― your attention.”

130. “You can either be right or you can be rich.”

131. “A mediocre plan done for a decade beats a perfect plan done for a day.”

132. “You want to be ‘the guy’ who services ‘this type of person’ or solves ‘this type of problem’. And even more niched ‘I solve this type of problem for this specific type of person in this unique counter-intuitive way' that reverses their deepest fear.”

133. “I judged myself so much on not being happy all of the time because I thought there was something wrong with the fact that I wasn’t happy that I drove myself insane not being happy rather than just being like, […] ‘I’m just going to do the stuff and just f*ck happiness, for a minute.’” [1:21:03]

134. “I saw a man raised in addiction feel like a success by soberly holding down a job. I saw a man born to wealth feel like a failure for not surpassing his father's wealth.

135. “Somehow, in the transition between “passionate to help others” and “owning my first business,” we gradually realized that we don’t even know the first thing about business, let alone turning a profit.”

136. “If at first you don't succeed, try, try, try again.”—Thomas H. Palmer, Teacher’s Manual”

137. “An easy productivity hack:

138. “I stopped looking at competitors when I realized they, like me, had no idea what they were doing.

139. “Entrepreneurship is about acquiring skills, beliefs, and character traits. To advance, I find that we must determine which skills, beliefs, and character traits we lack. Most times, we simply need to improve.”

140. “Having a Grand Slam offer makes it almost impossible to lose. But why? What gives it such an impact? In short, having a Grand Slam Offer helps with all three of the requirements for growth: getting more customers, getting them to pay more, and getting them to do so more times. How? It allows you to differentiate yourself from the marketplace. In other words, it allows you to sell your product based on VALUE not on PRICE. Commoditized = Price Driven Purchases (race to the bottom) Differentiated = Value Driven Purchases (sell in a category of one with no comparison. Yes, market matters, which I will expound on in the next chapter) A commodity, as I define it, is a product available from many places. For that reason, it’s prone to purchases based on “price” instead of “value.” If all products are “equal,” then the cheapest one is the most valuable by default. In other words, if a prospect compares your product to another and thinks “these are pretty much the same, I’ll buy the cheaper one,” then they commoditized you. How embarrassing! But”

141. “Easiest way to develop a skill:

142. “All business is arbitrage.”

143. “A memory is an annuity that has a one time cost but pays dividends the rest of your life.”

144. “Common investing mistake:

145. “If you can wait a year, you can make a ton of money. […] If you can wait a decade you’re going to be above the one percent, […] do the doing without seeing the result.” [26:09]

146. “The first $100,000 is a bitch, but you gotta do it. I don't care what you have to do—if it means walking everywhere and not eating anything that wasn't purchased with a coupon, find a way to get your hands on $100,000. After that, you can ease off the gas a little bit.” ​— ​Charlie Munger, Vice Chairman Berkshire Hathaway”

147. “gambling our hard-earned money on labor, inventory, rent, marketing, etc., all with”

148. “The good news is that in business, you only need to hit one Grand Slam Offer to retire forever. I have done this four or five times in my life. As for my track record, I have a 36:1 lifetime return on my advertising dollars over my business career. Consider this my lifetime “batting average,” if you will. That means for every $1 I spend on advertising I get $36 back, a 3600% return. That is my average over eight years. And I continue to improve.”

149. “Before taking advice, make sure they already have what you want.”

150. “A life tip that’s served me well:

151. “The greatest hitters of all time also have many strike outs, just as there are many failed offers in the track record of great marketers. We learn skills through failure and practice. We do this knowing that nine out of ten times we will be wrong. We still act boldly, hoping for that offer we connect with so well that it results in our big payoff.”

152. “A sign of intelligence is the ability to attack an idea without attacking the person.”

153. “There’s a misnomer around education, […] They think that exposure to information is learning and I don’t think that’s true, or at least it hasn’t been for me.” [12:00]

154. “Charge as high a price as you can say out loud without cracking a smile.” ​— ​Dan Kennedy”

155. “Price is what you pay. Value is what you get.”

156. “The only thing that beats “free” is “fast.” People will pay for speed.”