1.000 Stunden Arbeit hinter dem Buch Money Models

0:00This is going to be a fun one for everyone. Um, hey Alex. So, uh, a lot of people over these last three days are are starting to post on the internet saying, "Hey, I'm >> the breakdown. >> I'm I'm going to break down the Hormosi funnel. I'm going to tell you how Alex did this. I'm going to tell you how acquisition.com pulled off the world record. And I'm going to wager that no one knows cuz all everyone sees is just this.

0:31>> Um, so my first question for you is >> I want you to maybe share briefly outside of >> Thank you. Thank you guys in the chat. I appreciate the reinforcement. >> Outside of outside of the book and the playbooks, could you maybe talk about just for a second on >> the time you spent writing all the other things? like what were the other things that you wrote? Talk about like the emails, the what like just just list people list something out because I want to I want to show how much effort went into that.

1:02>> A lot. Um so obviously there's there's there's 12 playbooks. Um and that's it's it's like it's a lot. Like you stack it's a lot. That's 12 playbooks right off the bat. That's one thing. Um the the Lost Chapters is an entire other book. It'sund. It'sund. Let me see how many pages this thing is. It'sund and 15. It's the same length as offers, >> right?

1:28>> All right. So, the same length as offers. Uh, and there's the money models book. So, there's two books there. I also made the 70 business tactic audio book, which was a prize for anybody who referred 10 friends. So, it's it's 12 books plus three. >> Mhm. Then I made the affiliate blackbook which was basically the full playbook for affiliates to promote the launch and all the stuff that they needed collateral to do the promotions.

1:55>> So let's explain what that like that's text messages, that's emails, that's posts, that's ads, that's all the entire affiliate plug-andplay playbook. >> Yeah. >> So how long did it take you for example to write and edit money models? It was shorter than leads. Leads was the hardest as [ __ ] >> Leads was rough. >> Leads was tough.

2:18>> Leads was tough. Um, money models was probably say, thousand hours. >> 1,000 hours. >> Yeah. >> How many pages is it? >> Uh, I think it's 187. It's big text though. Or big big pages. Excuse me. >> I know. people understand that >> 180ish. >> Yeah. >> Guys, it's really hard to make a book this big, by the way. It costs way more money to make big books than small books. So, like we put effort into this to make them look

2:46>> Yeah. >> and easy to read for you guys. So, like the reason the books are big, Alex is very specific about it. We want to make sure it's easy to physically read the book. >> I want it to feel like a textbook and at the same time I wanted to feel like a kid book. >> Yeah. >> That's partially the reason that I they're all big and colorful. Um, they've got so many pictures because like if I if I if I if I really do believe what I say I do, which is that I'm trying to help as many entrepreneurs as possible start businesses, then I have to meet entrepreneurs where they're at, which sometimes is they're not even entrepreneurs yet.

3:13>> And so, uh, like you will never hear the term cash conversion cycle inside of this book. >> Some of the more advanced business owners understand what that concept means. But I will describe what a cash conversion cycle is, which is like you get more customers to spend more money in less time. That's what happens right now. Now the end result of that is you speed up the cash conversion cycle which means that you can cash flow basically you can get to you guys already you already saw the presentation >> I think is also like the more advanced you are the more you don't need to speak in

3:40>> right >> in that language anyways we don't speak like that what's our cash we're like >> uh okay make more money you know how can we do it faster >> yeah so uh that's talking about the writing component then you did the recording component the full audio book >> yeah so yeah the recording the full audio book I also did yeah and the and and and the actual course. >> Yeah, that's I actually refilmed the course three times. >> Okay, he did. That was really painful. >> Horrible.

4:05>> Yeah. >> Yeah. Horrible. But yeah, I just like I did it and then I was like, I can make it better. And so then I did it again and I was like, >> well, so >> I can make it better. >> I just want to call out for this is a lesson for folks where, you know, hand me a book. This is a lesson for folks where they're like, I wrote a book. >> Yeah. >> What people don't understand is this is the artifact. This is the prize. And then there's 500 things that go around this to explain why this is the thing, right?

4:32>> Yeah. >> Um then everything launch related started. So Leo, I have a question for you. How um >> this launch process >> Yeah. >> the process of actually getting >> someone to own the launch, build a launch, you you you kind of set up and set the vision for that. Talk about that for a second. >> Well, we ended up rescheduling launch twice. So a launch this big, you know, we had had it planned, but then acquisition.com was growing so fast that pretty much all of our internal resources got sucked. And so it was really like, do we want to launch sooner or do we want to launch, right?

5:08>> And so then when it got to the point of like, okay, >> how can we and it was essentially like, I mean, in the last two quarters, we brought on six new leaders, >> one of which was somebody to own this this project through and through. Um, >> and you got relief with Shawn. >> Well, yes, Shawn's here. Yes, that was enormous. >> Um,

5:33>> and I think that every single person >> I do not think it could have gone this well without every single person that we brought on >> like specifically. >> For sure. >> Yeah. Um, and I think you know a couple of them replaced people too that we felt like I was like I can't launch and have any weak links in any area that is a threat to the launch. >> Can I can I I'm going to piggy back on this because I I'll share something that Leila probably won't won't say for herself but like

6:00>> one of the reasons that Ila is such a good leader and she is the internal leader of this company to be very clear like I I have a lot of public like I'm more public facing like to the degree that I am public facing Ila is internal facing. Um, and so like if you see brand publicly, we see that as culture internally. And one of the biggest ways that she reinforces culture is that she just simply is not okay with mediocrity. And so I think the VA like so many and it takes a very long time as a business owner and many people don't graduate to this next level which is just that they accept okay candidates and it's like the people that like they never really do anything wrong but they're just like they can never really own anything. You know, you kind of always have to check in and kind of nudge things along and they're okay. Hey, you know what? And they're not they're not mean. Mhm.

6:39>> They're well-intentioned. They're just they're just kind of there, you know, and um so many businesses unless you prune the tree and otherwise you can't grow because you have all these stunted branches that just weigh the whole tree down and you can't actually get the vertical growth that that you're looking for. >> So, you're great at that. You're great at pruning the tree to keep the whole culture healthy. >> Thanks. I think that going with that, you know, a lot of people, if we saying behind the scenes of launch, I'll just put it out there because I I don't care.

7:05Um you know, a lot of people ask, you know, who helped? Who did you guys sell? all this stuff. Um, I think that's messed up and I don't like that cuz it's our team. Like the reason this happened was like the vision that was set, the work, the insane work that was put into all these products and then the people that helped are the people that work at acquisition.com. Like that is who helped make this happen. And it's because we have amazing team, amazing people who were able to pull something off that many of them have never done before.

7:30Actually, I don't think any of them have done anything close to this. None of them have done a launch before like this. Yeah, >> I can say that. Well, I I'll tell you the interesting part that a lot of people don't know, and I'm I can go on record saying this is uh whatever funnel hack you want to do, you can't do this. Just telling you right now, you can't do this. And let me tell you why, right? Because most people try to do a book launch and that's not what we did. We have a business that helps businesses.

7:57So, we have an entire sales team. And if you had to turn on and spin up a sales team and teach them not just the skills but to also care, >> it is very hard to do. We have an entire media team to turn on an entire media team to run all the operations around it to come up with the entire $100 million green man concept. >> I I had nothing. I just I had zero to do with the green man. Nothing. >> It is impossible. >> It was their idea. It literally I I scripted none of it. I had I just was like they were like can we do this thing because and because it's such a good team they were like we know that you're really busy with the launch and that you're preparing you know the the slide presentation that you guys saw which was 1,700 slides

8:37>> uh and you need to practice and all that stuff like can we just take over some of the content and we'll make it and they were smart about it. They're like we're going to make it faceless so it's not like hey we're trying to promote ourselves on your on your behalf. It's like no we'll just create it super smart and they crushed it. They're like, "We're just going to ride these viral trends." >> Yeah. >> Um, but like make them business and book oriented. And I was like, they crushed it. >> Well, and then you've got sales and marketing, but then we also to run all of this, we run events as a business.

9:04>> So, we have a full events team. So, to be able to actually do all of this, >> then you have an entire technology backbone to run >> all the technology, all the software, all the dashboards, entire process, all the everything that you're all seeing on screen. You can't just pull up a team and go to a conference room at a hotel to do something like this. By the way, I will tell you about the unsung heroes in all of this. There is finance that runs in the background that has to reconcile all the monies across all the continents that all this is happening. There is legal that if you think that is not, you know, that's that's super super hard to do.

9:38>> Yeah. you guys that are all in different countries like we have to consult with CPAs that understand how to submit for tax returns in every country which by the way there's some countries you have to submit the tax returns in the country's language like uh there are certain countries in Asia where you have to submit it in their language so then you have to hire somebody who knows how to do that like there is just so much that goes into something of this scale >> getting 80 countries turned on was like a herculean fee >> yeah and we didn't know all this on the first launch and it was a freaking nightmare because then you find it out after when you're like oh wait submit this in Hong Kong.

10:08>> Yeah. Yeah. We actually Hong Kongian. Is that what you just said? >> Yeah. >> Mandarin Chinese. Yeah. But here's the other crazy part. And Alex, I love how you talk about this. The amount of time like some many of you think that you can funnel hack this, but what you don't realize is how many memos went into creating the the entire flow of the donation model that we have because I every time this was a talk, write a memo, get it by the strategy team, talk, write a memo, get it by the strategy team. We had to talk right. We and we did this over and over and over again.

10:40There were several audles called as well. So you may think that you can put this structure together, but that's why we're giving away in this as a part of the launch bundle the entire kind of launch blueprint for you to see the internal memos that went into creating this. >> That was only for the uh during the launch. >> People who were there for the live. So sorry. If you were there for the live, you will like you'll you'll get the launch bundle. >> Um so so couple more questions. What um Leila, you ran the last launch?

11:07>> Mhm. >> What was what was different for you? What did what did you see from an upgrade perspective from the last launch to the previous launch? >> Honestly, the biggest upgrade was that we took everything into our own hands. >> Like we took the time like we used our internal business and essentially rented it to the launch. >> Yeah. >> And before we said, "Oh, we don't know how to do this. We've never done a launch before. So, we should rely on people who have." and relying on the people who had was why we didn't get the result we wanted, right?

11:36>> Was why things broke. >> Yeah. >> And so this time it was like, okay, we're going to we had before this launch, you know, three days that were intensely training our team on the specifics of this launch. They already have know how to do the work. They get our culture. They get our values. They get our ethics. It was just like, okay, how's this going to go? >> I I'm going to give you guys numbers on this. So, we trained 90 support reps from scratch. Number one. Number two, we trained 300 additional phone reps from scratch.

12:05>> Number three, we got 40 in personal in like our 40 teammates that were not like dedicated, you know, they weren't doing something in the launch that were like we have we had HR >> people taking phone calls for you all who were like, "Oh, I want to I want to do the 800 and I had a payment issue that came up." That team is in our other building. Like they're they're working right now. Some of you guys are on the phone with them, right? Um, and we had to train all of them on like they're like they're they're processing payroll and we're like listen I trust you and I know that you'll be able to translate our brand better than you any. And so we we train them just to like be payment facilitators.

12:39>> These are executives. We have executives on the phone. >> We have executives on the phone. Um, so so if you add that up 90 plus 300 and then transfer transfer training. And so we had over 400 440 whatever trainees that we had to do for this. >> The sales support playbook alone >> Yeah. >> was more detailed than most launch playbooks for the entire launches.

13:03>> I think the sales support playbook was probably somebody would sell that for like 20 grand, >> right? Just the sales just the support sales support playbook. Um >> for our internal sales support. >> Yeah. >> Alex, what did you think? What was what was uh from the last launch to this launch, what was what was a different for you? What was an upgrade for you? What was a highlight for you? >> Um well that everything worked. >> Yeah.

13:28>> You know, last time it was it was I mean obviously the last launch was great. Um but we did have the link break and everyone was cool. You know, no one no one was weird about it, but I was obviously super disappointed because 50% of the people who wanted to get on couldn't. I mean, imagine working for, you know, two years to do something and then having 50% fewer people. And of the 50% that got on, half them jumped on YouTube live luckily because, you know, Leila made a game time decision was like just get them on you like even though like because we had all the Zoom set up and all the stuff and it and it broke.

13:57Um, and so we lost half and then the other and half of the half got like a different experience that we were intended and so obviously it was fine and you know it was it was all good but you know we always see room for improvement. So the number one just the fact that everything worked. Yeah, >> that was that was probably like from a highlight perspective. Um, number one. And then um >> it's weird to say, but like I think the team is probably a highlight. >> Of course. >> You know. >> Oh, it's so fun. >> Of course. Well, the the interesting part about the team that no one really understands is that

14:26>> we still operated the full business. And here's the crazy part. Not only did we operate the full business last week, >> Alex still did >> a full consulting day to fill this to to feed the the the AI. >> So, it's the last the last the last uh 10 10 businesses I I fit the week weekend before so we could get them in uh to the AI for you guys. >> Our team was working all the way up until this past Wednesday, which is the day that they started training for this.

14:54Yeah. >> So, our team hasn't had a day off. They've been on. So, you know, we're going to have a party, but >> Yeah. Herosa heat. >> But I mean also just like I think the willingness of everyone. Not one person complained. >> Not one person said I don't want to do like everyone was like I'm so excited to participate. I'm so excited to help. Like >> everybody was getting in here at 3 or 4 a.m. on their own valition. Staying until 1:00 a.m. 2 a.m. on their own valition. Like

15:19>> we didn't ask. It's just like everyone's like we want to make this happen together. And I think that's just really freaking cool. >> Yeah. Um, as you think about kind of behind the scenes of what we already know that the world does not see, >> um, there are there are entrepreneurs out there doing launching different things which we want them to do. So, we're so grateful that you're able to do it. Use the better money model to do it. What what would be what would be some

15:43>> a piece of advice or uh something that you would share with them on what they have not seen behind camera, but what is behind the scenes that hey, if I were you, I would consider doing that >> for launching something. >> Yeah. Yeah, for launching something, >> I would say number one is you want to have a killer reason why um so I would say the more I the more you I want to say advanced the more seasoned I've become as a marketer um the more I see the alpha in stories. So I'll explain this because trying I and I've had this conversation. So, um, I told you guys I've been studying, um, like historic deca billionaires and beyond, like the wealthiest people in history to try to understand their decision-making frameworks. And Rockefeller writes letters to his son, and I imagine that those are pretty pure from their advice perspective because he just wants his son to, you know, be successful. And so, in one of the letters he writes uh to his son, he explains how he became the largest uh, oil refinery in Ohio. And so I think Cleveland is was his original his first city that he like kind of was in. And so he was the second biggest oil refinery there. And the number one guy was significantly bigger than him. And so he asked the the asked he he he tried he made an offer to buy the bigger guy out.

17:00And the bigger guy like laughed at him and like made fun of him and all this stuff. And like if you learn more about Rockefeller like deeply don't like he doesn't he doesn't mess with that. Anyways, so uh the guy kept saying more and more insane prices and finally uh they did a deal and so Rockefeller lined up the financing, got the deal done and the guy afterwards was like, "You I totally screwed you. You overpaid for this thing. Like you're an idiot." Blah blah blah. And so what Rockefeller writes to his son is that he said he was only thinking about that deal. He said, "I was thinking about the next 22." Mhm.

17:33>> And so in the next 60 days, what happened is that that one refinery when combined with his made him the biggest in Ohio. And so as a result, he then immediately rebranded uh General Oil or Standard, no, I'm forgetting the name, but Standard Oil, I think, um as the number one in all of Ohio. And so with that branding, that story, he then was able to leverage that into closing 22 more M&A deals in the next 60 days, which he got smoking deals on. And so I see that as the alpha or the premium that he paid for that company is what he paid to get the return on all the next 22 deals that he did. And so some of the themes you probably saw some from some of the conversations we had today was how do we reframe this in a larger context?

18:20>> And so if I'm going to launch something like you got like I'll this is behind the scenes, right? So what's the larger context of the money models launch right? So we have multiple that are in my opinion additive. So number one is I want to get books in the hands of every entrepreneur in America. And the real reason for that is because books and and and training education is the thing that's changed my life. I'm I will I will go to the grade with that. And you know there was even an earlier I had an early person who was like man you need to hardcore like basically pretend that part of your life didn't exist right because that that space is so such a cesspool and it is and the main reason that it's a cesspool is because of promises that are gone undelivered not because education itself is inherently bad obviously and so I am a product of the alternative education uh system you know what I mean like I've bought every you know course book tutoring coaching everything under the sun because I just want to get an advantage I always want to learn and So metac concept number one was I want to get a book in the hands of every entrepreneur. Number one. Number two each book is it was intended to be a meta concept. And so I wrote all three books more or less at the same time but they were like it was like this this massive thing. And so when I realized I was like this is too like every I I gave it to like initial readers and they're like dude I it's too much man. And so that became I had to split it into three and it made offers, leads and money models. And so because I had all three books at the beginning, I was like, "Okay, what would be the most badass S tier thing of all time? It'd be like, wouldn't it be amazing if I could do a launch of each of the books demonstrating the concept of the book only?" And so offers, I hadn't talked about advertising yet. And so I didn't advertise it at all. I just posted it once and said, "I have this thing." And I think I had like 10,000 followers. It was like not a huge, you know, followership. But because of the quality of the product and because of the offer itself, which was it was 99 cents, I think uh when I when I premiered it, um and it came with a course that you didn't have to opt in for it. It had all this stuff and it was really exceptional. Um it spread on word of mouth alone and it sells thousands of copies to this day because of word of mouth. Then the second book is like, okay, well now that you have an offer, then you advertise it. So then I got to use the second skill set and weave that on top, right? And it's like and then that that showed what combining those two things together crazy offer plus crazy advertising. But then money models is okay well how do you monetize? And so what I wanted to have happen what I thought was like the most elegant S tier thing ever would have been to launch $100 million money models to end the trilogy of the $und00 million series with a $100 million launch. And so this took four years from beginning to end

21:04>> uh to do because I released offers in July of uh 20 one and then I released leads in August of 23 and then I released money models in August of 25. So two years apart every time and so each one added the next layer and so that was the meta concept behind it and obviously we you know you probably did the back of napkin math here. we surpassed 100 million for the launch. Um, and so that was the that was the meta concept uh for the launch itself. Third meta concept was how do I position this in a way that I can get buy in from business owners to foster and model reciprocity.

21:47And so by taking the action of donating books as the key CTA, what happens is I so like if you think about again the meta concept, I start the presentation by giving a huge amount of stuff away. The money models uh system, the course, the money models book itself, the audio, um the lost chapters and the 90 days of school, right? All free for anybody. Okay? Comes Tuesday. Relax. Comes on Tuesday as in tomorrow.

22:17um you'll get all that stuff and that's because we wanted to finish the launch and then you'll have it okay but if you think about modeling which is the primary way that you can influence and teach right um I modeled giving and then the CTA was hey I just did this cool thing in front of lots of people and if you like that thing then you will want to model that behavior which then means when I give you the opportunity to model that behavior via donating then you will learn the loop because my life has changed because I learned to give first.

22:47It was something I'm very fortunate that happened to me earlier on in my career and I always gave first and I've gotten I've for sure I've been taking advantage of but I've had more opportunities that presented themselves because I gave first. And so with that then you've probably already seen it already a lot of these um uh posts already of like hey I want to give away 200 books. I want to give away 200 books. And the thing is is that now thousands of entrepreneurs are going to give first to their audience and then see how much comes from that.

23:16And so like I don't think I can change the world. I'm going to try really hard to change my world. And if we can have that tiny dent of shifting how reciprocity and how advertising occurs, which is people actually giving more upfront, everyone wins. The marketplace wins, customers win, and business owners win. It's a virtuous cycle. Everyone assumes it's a zero- sum game, and it's not. it's additive. The whole pie gets bigger. And so, um, by by framing it in that way, um, it allowed people to identify and take the first action that they just saw modeled in front of them.

23:49And so, that was the third meta concept of it. And the fourth, I know like this was took years to to plan. You're like, man, there's a lot it took two years, man. It took two years of my life. Um, was I do genuinely believe like I'm an entrepreneur at heart. I believe in capitalism. I think there's flaws with capitalism, but I think that we don't have a better system up to date. Um, and so the fact that all of the non-fiction book sales winners, all of the records were owned by politicians who who I don't want to say never had businesses, but like the reason that they sold their books was because of the state sponsored media that and and I say state sponsored lightly. I mean it was taxpayer dollars and whatever, you know, that funded it.

24:28I was like, well, that's that's messed up, you know? I mean, like we I was like, one of us should have that. And so that was that was the the catalyst behind trying to also break the record. Um and so yeah, and then obviously it's like okay, well then how do I take care of all the people who who who follow and consume my stuff as well because I have to serve multiple audiences. I have people want to start a business and obviously I've I mean you heard a bunch of phone calls today like I have tons of you know legit business owners who follow our stuff and so yeah thanks and so uh that's why we we uh you know we we became co owners of school right and so that was again almost it was 18 months ago whatever that was um again in preparation for this like when when Sam and I did that deal um which we started talking about at no before we started talking about it 6 months before my leads launch to give you an idea of how long this time horizon's been. We talked about this launch and the stipulations that I had then like that's that's what it was. I was like how can we get school to be as close to free as possible. Um and so that's when we came out with the hobby plan uh uh which is $9. And just so you guys know, anybody who signs up for that um there's a link you'll get tomorrow. Uh it's I'll tell you what it is momentarily. Uh but when you get that that that rate is lifetime. All right. So um that's a lifetime low rate of 90 bucks. So kind of cool

25:52>> after your 90 days free. >> What what uh to bring us home, what is your piece of advice for someone who is thinking about doing small, big, medium launch or thinking about launching something uh doing something in their business. They've only seen what they've seen on the front end from the back end. What what piece of advice do you have? You know, I see a lot of comments that were kind of coming in as we were talking about it, which are like, are they holding back? They're not telling us the whole story, like all this stuff.

26:19And so, I think just like for anybody watching, like the one thing that I learned is that when I was unsuccessful, I always thought that there was like a silver bullet that these really successful people weren't telling me something and that they were all BSing and lying and there was something more to it. And then I became successful. And then I realized that no, I just had a broken view of the world and perspective. And that the reality of it is that it's just so much work. It's so much more work than anybody can anticipate. And because of that, people don't believe that it's that you actually do it. And they don't believe that you can actually. And it seems so far away when you're first starting that. I get it. Like you don't believe that that's possible. But like when we sit here and we tell you guys what's going on, like that's because this is actually what's [ __ ] going on. Like we're not holding anything back. And I actually I take offense of that cuz my number one value is honesty. Um but like if you don't believe that that's the case, then that's the problem, not what we're saying. Like you have to understand that it is just a lot of work. And you know, it takes trade-offs, which is like if you want to do a really really great launch, it's like anything in life. if you want to go and say I'm gonna have a kid or I'm gonna go and move across the country and buy a house or like it takes a lot of energy and it takes energy from other things. And so if you want to do that, I think you need to look at your life and say, "What am I willing to put to the side? What am I willing to sacrifice for this time?"

27:43Because whether you make the choice or not, you're going to sacrifice it. It's just a matter of if you choose what you sacrifice or not. And so I think that that's honestly what I would say. >> Yeah. Um, I will say something that Alex Leel won't and I'll speak for the entire team when I tell you this. The the easiest way to win more in whatever you're working on is to up the bar of whatever you think is reasonable. That's it. Because the reason why we're probably in hour, I don't know, 30 of a live stream here where it is what the reasonable bar is. He's going to do it for two hours, maybe three, not three full days of this. And the main reason is the the bar of unreasonleness has been achieved, right? The comments around are they going to continue going.

28:33This the it's all about being unreasonable. And the reason is if you are unreasonable, then you will want to do things that no one else would do. And I will tell you this is a super big uh kudos to our team because the team believes in the ethos of just being unreasonable. It's everything can be done and it's it's amazing to have a a players and a partners and and and an a team overall. But when Leila tells you that we are sharing everything, there is nothing to hold back. The the bar for how unreasonable this is is so high. And outside of just the book, outside of the effort, what I wanted you to see was all the effort that Alex put in first, the team put in second and the entire delivery of all of it third because it's extremely unreasonable. And so the more we can all normalize what is unreasonable, the better this this will be and the easier this will get for you.

29:26So if there's any gift that this this entire experience on this side of the camera has given you, my hope for you would be to change to normalize what is unreasonable in your life because when you when that shift changes, everything will change for you. >> Yeah. >> I'm going to I'm I just saw somebody Sam Cerillio. He said, "Uh, yes, but how do what exactly? Like what exactly should I do right now? Put in more work than needed." Dude, part of the work is figuring it out.

29:56Like that's that's the work, man. Like if I said, "Hey, I want to start this launch. Just tell me exactly what to do." Like the world's not going to give you that. Now, I do my absolute best of like, "Hey, there these specific problems. Your show rates are low. Your close rates are low. You know, people aren't buying fast enough. You need more leads. Your your ads aren't converting." Like all these things, right? Like there's specific solutions for that. But if you want to like if you want to do something big, the whole nature of doing something that's historic that no one's ever done before is that no one's ever done it before. And the alpha is in figuring it out. is your ability to say, "Okay, well, of the things I already know about the world, what are those things generalized to understanding how to make a guess about how this is going to work?

30:33>> We don't know." Like I like like some like no one has had like I don't know anyone who's done a donate books offer. >> I don't know anyone who's done that. Also, it was it was a it was a 50, you know, a $6,000 price point. I don't know anyone who's done that from a from a large presentation. I don't know. Um, and like the the pervas the the pervasive uh, you know, lore is like never above three. It's always like that's like almost like a law. It's an unwritten law. And I was like, but I don't know. I think that if we, you know, like it felt unfair considering people pay $35,000 for one of them to to charge to charge three. Um, so I was like, no, I think this is the the right thing. Um, we were able to even get, you know, even the fact we're even able to get a firm um to do this was because we had physical products. So, like we fronted all the capital for all this stuff. You know

31:23>> what? >> I don't know. I see people coming. >> Yeah, people coming. >> Many millions of dollars to it. >> Um, while our team's getting ready to come, I will I'll say this. I've known Alex and Ila many years. And for those of you who think that, oh, someone else ghost wrote what Alex wrote, you're crazy, right? Oh, come on. And no, no, like someone else wrote the emails, someone else wrote the webinar. And the crazy part is you actually know that Alex made the slides cuz

31:52>> you know that Alex made the slides, right? Cuz cuz we could have ugly >> cuz they're No, but but the interesting part is Alex made the slides to show you that Alex made the slides. And I think that is super important because um Alex's ability to take a phone call and give you advice is because he has all the reps doing this. So you have to understand that this is not that the reason why you saw 30 hours of this is to prove that this is not ghost written.

32:18This is not staged. This is not something random. This is not a framework that is stolen. Like this is not somebody else that taught some random webinar framework. Like this is not it, right? And I and it's important for you to see that. It's also important for you to see the entire team rally behind what exactly what Leila was telling you about because we have an entire team waiting to celebrate right now after three days and 30 hours of being live. And I wanted you to see how we normalize being unreasonable because what you see is what you get. And you're going to see a lot of, hey, let me uh let me funnel hack the hormone, you know, 3 days.

32:53>> There is no magic behind this. And we wanted to show you that it was 3 days of unreasonable effort to show you how much we care about you, how much we love you, and how much we want to get this in your hands. >> And anybody who claims that they are the reason that this launch happened or that they sold a methodology is selling you a pile of [ __ ] So, you heard it first from me because Chiron and Al Alex will never say it and Shiron's too nice. So, I don't give a [ __ ] Okay? We did this all on our own. Our team's a bunch of [ __ ] ballers. I'm going to take that credit today.

33:21If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.