Sometimes, though, people want to know more about your offer before they buy. This is common for businesses that sell more expensive stuff. If that’s… - Alex Hormozi

In order to sell anything, you need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction. If you don’t have a market for your offer, nothing that follows will work. This entire book sits atop the assumption that you have at least a “normal” market, which I define as a market that is growing at the same rate as the marketplace and that has common unmet needs that fall into one of three categories: improved health, increased wealth, or improved relationships.

A lesson I keep learning: investing in the best companies started by the best founders is both expensive and worth it.

You can tickle the belly of the universe to roll over and give you what you want if you only learn one thing: to never settle until you get what you want. Every ounce of it. And nothing less.

The world rewards the psychopaths who never settle, never give in, and never give up.