Alex Hormozi's Playbook for Building Billion-Dollar Businesses

**John Coogan** (0:00)
Grab that seat, sit down for us. Do you still own Hummer EV?

**Alex Hormozi** (0:05)
Yeah, we do, actually.

**John Coogan** (0:06)
You do? Give us your review. We were just talking about the Fiat Topolino. I don't think you're gonna be in the market for that. Neck and neck?

**Alex Hormozi** (0:13)
Neck and neck.

**John Coogan** (0:14)
It's a thousand pounds.

**Alex Hormozi** (0:15)
So I think what we could do is, if you just lined up like 10 of the Fiat, like kind of like chariot.

**Jordi Hays** (0:19)
That's what I'm saying.

**Alex Hormozi** (0:21)
Maybe you could track the Hummer. Maybe you could work here, like it'd be my chariot. I think the Hummer's 9,000 pounds.

**Jordi Hays** (0:27)
Imagine if the Hummer's front of the train, and then you see the Hummer coming at you, and then a bunch of the Topolino's pull out in a V shape.

**Alex Hormozi** (0:36)
That's infuriating.

**Jordi Hays** (0:37)
That would be badass.

**Alex Hormozi** (0:38)
Yeah, take over the whole Huyton log.

**John Coogan** (0:41)
How is life these days?

**Alex Hormozi** (0:42)
Good.

**John Coogan** (0:43)
Is there a new book coming?

**Alex Hormozi** (0:44)
There is another book coming.

**John Coogan** (0:45)
Okay.

**Alex Hormozi** (0:46)
Yeah.

**John Coogan** (0:46)
Do you have a strategy for book launch cadence? Is it an annual thing?

**Alex Hormozi** (0:53)
It's more like every 18 months.

**John Coogan** (0:55)
It's two years. But do you imagine that continuing for your entire career?

**Alex Hormozi** (1:01)
Every book I write, I say is the last book I'm going to write, and then I have like a six-month refractory period. And I'm like, yeah, I could write a book about something, and then I just start writing again.

**John Coogan** (1:11)
What's the process like?

**Alex Hormozi** (1:13)
I have a bunch of notes on my phone of a topic. Because right now, I have like probably like 10 books that are at different stages of, so I just mind dump wherever. And then once there's enough stuff that I think this is interesting, I'll then start the book writing process. But I'm a big believer in surface area of thought. Like if you were to sit down and say, like, I'm going to write a book about this, and then you have two weeks, it's like you don't have enough experiences that are diverse in a two-week period while you're writing to like let the paint dry.
So I kind of want to like have, I want to be in, you know, a totally different state talking to somebody and be like, I didn't think about that. And then I add it to the book. And so then all of a sudden, it's like the density of thought and ideas per word is much higher. But I think you just have to do it by like spreading out the time. So like the time I'm thinking about a book is much longer than the time I'm writing the book.

**John Coogan** (1:56)
Is it purely thinking and you want a lot of thought to go into the different sections of the book or over the course of 18 months, is there actually a benefit to going out and having real world experiences?

**Alex Hormozi** (2:07)
Oh, that's, I mean, that's-

**John Coogan** (2:08)
And anecdotes, right?

**Alex Hormozi** (2:09)
It's 100% that. Cause I'll have a working theory of like, I think this is how, I think people are missing this part of it. And then I'll kind of start battle testing it functionally. And then when I realize that I'm using the same framework over and over again and successfully overcoming some issue, I'm like, this is it. And then that's what the book becomes.

**John Coogan** (2:24)
How narrow do you want to stay? How narrow have you been in the surface area of thought around mainly the last three books?

**Alex Hormozi** (2:34)
It's a really good question. Problem definition for the book, I think it is the hardest part of any book. Like the Leeds book, which is the second book, was the hardest book I've ever written. I'll never write a book that hard. Cause I was like, I'm gonna write a book on advertising. It's like, Jesus Christ. There's so many ways to get Leeds. And I put it all in one book. It took 19 versions to get there. The Money Models book was the fastest book because it was really just about rappers for promotions. Super valuable, but really easy to consume and use. And so I was like, okay, this is the lesson for me. And offers, super narrow. And that book too was, all three of those books started as one kind of gigantic thing. And I gave it to somebody and they're like, dude, you cannot, you're like this. And they're like, cause I was like, I'm gonna have a tome.