A sign of maturity is doing what you said you would do then, not what you feel like doing now. - Alex Hormozi

Given this postulate, a prospect would (in theory) purchase something from you, and the moment their credit card was run, it would immediately become their reality. That is infinite value. Imagine clicking the purchase button on a weight loss product and instantly seeing your stomach turn into a six-pack. Or imagine hiring a marketing firm, and as soon as you sign your document, your phone begins ringing with new highly qualified prospects. How valuable would these products/services be? Infinitely valuable. And that’s the point. I don't know if we entrepreneurs will ever get there, but that is the hypothetical limit we all should strive towards, and why I structured the equation this way.

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.

"I wasn't at 100%" is never an acceptable excuse - because no one is.