The Man Who Made $100M Before 32: The Secret Was To Stop Letting Them Control Me | Alex Hormozi

**Alex Hormozi** (0:00)
I do a $106 million launch. My mom got to see it, which is really cool. She dies four weeks later.
It was just like, how am I supposed to show up right now? So I write these tweets as notes to self.

**Steven Bartlett** (0:11)
I had never heard you talk like that publicly before.

**Alex Hormozi** (0:14)
Yeah.
I'm like, what do I need to hear right now? And I was like, I'll write that, which is like, I just have to keep fighting. And people will judge how much you love someone by how much you choose to suffer. I don't think the person that you lost probably wants you to suffer. One of the lessons that I've learned from an entrepreneurship perspective, translated into life, is we will get these moments of dissatisfaction or discomfort and be like, life sucks. I need to change something. But my emotional discomfort is not an adequate reason to change what I'm doing. And so there's all these other skills that are still required to be successful in business. But if I can compress 14 years of business advice, the first thing I would say is you have to decide whether you care more about your future than what other people think about your future. Like someone's version of you has to die, because everything in the very beginning of entrepreneurship comes down to one thing, which is fear. And it makes sense to be afraid. It's because we want certainty. But the only way to know is to start. The second thing I've learned is that the fastest way to build a $10 million business is not the fastest way to build a $100 million business. Because focus and patience are the two enduring competitive advantages because they're so anti-human. And so this is where entrepreneurs will skyrocket and I'll unpack that concept.

**Steven Bartlett** (1:14)
So how are you thinking about your business in the world of AI?

**Alex Hormozi** (1:17)
I'm a big AI advocate, but people are using AI in the wrong places. Like outsourcing thinking and decision making to AI is a really bad decision, because you will just get dumber. This is the best asset I've got for now. So I want to keep it as sharp as I can. Finally, this is like the absolute raw truth I could possibly give, which is the single best financial decision that I ever made. And that is...

**Steven Bartlett** (1:38)
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Alex, I feel like we have to start with AI. Because it is front of mind for both, I think, my audience, but also for entrepreneurs that I speak to at every step in the journey, whether they are, I was with Adara, who's the CEO of Uber the other day in New York, and that's what the conversation was about AI. But then I speak to startup founders who are trying to build a software company and can't find a moat is defensible. Those conversations are about AI.
How are you approaching this as an entrepreneur?

**Alex Hormozi** (2:41)
How can we use AI to do the things that are the normal functions of the business at a way better, way faster, et cetera? What I'm seeing a lot, especially with founders or people who are starting out, is they're using AI to do a lot of dumb things really fast. And they're trying to build companies that the models are going to swallow up pretty much immediately anyways. They already have for super users. And it's just going to like become easier. And the question that I would ask for the entrepreneurs who are AI maxing right now, and again, I think it's very good to adopt new technology, is are you making more money?
Just the very simple, are you making more money now? And even though you're token maxing and spending all this money on tokens, are you making more money? And I had a business I looked at the other day, they had 11 VAs that were doing, I can't remember, some sort of like data cleaning work.