Marketero · Entrevistas
If I Wanted to Get Rich and Famous, This Is What I'd Do
40 ideas de marketing sacadas de «If I Wanted to Get Rich and Famous, This Is What I'd Do», de Alex Hormozi. Sobre todo de marca y posicionamiento…
- 40 ideas despiezadas
- Fuente Alex Hormozi
- Dura 57 min
- Publicada en 2024
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Cambiar el nombre del servicio para no chocar con el ego del cliente
Mensaje y copywritingEl programa se llamaba gym rescue y en las llamadas los dueños de gimnasios respondían que ellos no necesitaban ser rescatados; se les inflamaba el ego. Lo renombró gym launch, como si fuera una gran apertura, y todos lo aceptaron sin problema aunque llevaran cinco años abiertos. Cambió el lenguaje por su audiencia, no por lo que él quería.
two things that were very specific about this. Number one was that I called it originally gym rescue. And as soon as I got on the phone with people, people were like, I don't be rescued. I don't need to be rescued. And then their egos would flare up. So I was like, oh no, what if we just launch your gym? Like we're doing a grand opening. And they're like, okay, yeah, yeah, that's cool. Even though they've been open for five years. But when I called it a launch, everyone was fine with it. So then I switched my language from gym rescue to gym launch because of my audience, not because of what I…
Escúchalo en el minuto 46:21
Haz clickbait, pero que el clickbait sea verdad
Mensaje y copywritingMrBeast le corrigió a Hormozi que sus videos sí son clickbait y que lo que hay que hacer es que el clickbait sea cierto. Trasladado al marketing: haz la afirmación descabellada y después respáldala con algo todavía más descabellado, en lugar de suavizar la promesa para parecer serio.
quality, et cetera. And he looked at me and he just looked at like I had four heads and he was like, you absolutely make clickbait videos. He's like, you just need to make the clickbait true. And it was such a great mindset shift for me because when I think about marketing, I think about the same way. If you want to market a product, make the crazy claim, but back up the crazy claim. And some of you guys have been commenting that we've kind of upped our game on our videos. And a lot of it comes from this frame of mind of like, how can you make an
Escúchalo en el minuto 18:04
Los primeros cinco segundos tienen que confirmar la miniatura
Estrategia de contenidosUn editor de MrBeast paró un video a los cinco segundos y dictaminó por qué se había quedado en 10 millones de visitas en vez de 30: el arranque no confirmaba la miniatura. El detalle es minúsculo y cambia el resultado, así que la apertura debe entregar de inmediato lo que la portada prometió.
else's video. And in the first five seconds, he said, stop the video. And this is somebody who had already had 10 million views on the video and was upset that they didn't have 30 million views. And he said, oh, you didn't match the thumbnail to the first five seconds. You didn't confirm it. He was like, well, that's it. He's like, I don't need to watch any more of the video. That's why it's not a 30 million view video. And it was such a tiny tactical detail, but it made such a massive difference in the
Escúchalo en el minuto 20:40
Al testear miniaturas mide el clic y también cuánto ve quien hizo clic
Medición y experimentosEl equipo de Hormozi hace test A/B de miniaturas mirando dos cosas: cuánta gente hace clic y cuánto tiempo ve el video quien entró por esa miniatura. El encuadre de la promesa llega a mover un 20 o 30 por ciento el tiempo de visualización, así que optimizar solo el CTR deja fuera la mitad del efecto.
some of you guys have noticed that we run split tests on the thumbnails. And the reason for that is that there's two things we look at. One is how many people click, but then how long people who click based on that watch. And you'd be amazed that there's sometimes 20, 30% increases in the amount of time that someone will watch simply based on how the video was framed. And so for us, we want to make
Escúchalo en el minuto 21:06
Pensamiento invertido: lista lo que destruiría tu marca y da vuelta la lista
Estrategia y decisiones de negocioEn vez de dar los seis pasos para crear una marca personal, Hormozi usa el pensamiento invertido de Charlie Munger: enumerar todo lo que garantizaría destruir la marca o no construirla nunca. Encabeza esa lista hablar de algo que uno no conoce ni le interesa. Después se invierte la lista y ahí está la receta.
biggest influencers of all time and how they built their brands. What am I going to do now? So what we're going to use is a process, RIP Charlie Munger called inverted thinking. So rather than say, Hey, here's the six steps to creating your personal brand. I want to talk about the things that would destroy a personal brand or guarantee that you never build one to begin with. So let's start off the top. If I were to only do this one thing, what would I do to guarantee that I can't build a brand? Well, number one is I would talk about something that I know nothing about.
Escúchalo en el minuto 52:41
Pagarle a quien ya domina la plataforma en vez de aprenderla solo
Canales de adquisiciónCada vez que Hormozi levanta un canal nuevo no intenta aprender la plataforma por su cuenta: busca a alguien que ya la conoce y le paga para que se la enseñe, y así aprende más rápido. Es su manera de aplicar el principio de tercerizar las debilidades, que es también por lo que contrata buena gente.
Outsourcing weaknesses, that's why you hire great people. Every single time I built one of these channels out, I don't try and learn a new platform. I find somebody already knows it and I pay them to teach me so that I can learn faster. I'm not good at embracing controversy, but in terms of
Escúchalo en el minuto 42:15
Marca y posicionamientoSi haces contenido de jardinería y promocionas una tarjeta de crédito con muchos puntos, no calza; para un influencer financiero o de inversiones sí tendría sentido. Aceptar los 500 dólares del único patrocinador que te escribió reduce tu audiencia y las ganas de que vuelvan a verte: hay dinero que no vale la pena tomar.
wrong. And what I mean by that is that I'd sell the wrong stuff. And so if I'm making stuff about gardening, then I say, Hey, you should take this credit card that has all these great reward points. It doesn't really match. Now, if I was a financial or investing influencer, that might make sense. But if I'm a gardening influencer, just because they're the only person who reached out and said, Hey, we'll give you 500 bucks to do the sponsorship. Some money is not worth taking. But if we were to do that, we would definitely decrease our audience and decrease the likelihood that they want to…
Escúchalo en el minuto 54:01
Promociona solo lo que ya usabas y limítate a tres o cinco temas de marca
Marca y posicionamientoLa regla que Hormozi saca de Joe Rogan es promocionar cosas que supongan un cambio mínimo en tu comportamiento: seguir siendo exactamente el mismo salvo que ahora te pagan por algo que ya contarías gratis. Eso reduce mucho lo que puedes anunciar, y está bien, porque quien enseña cien productos diluye su marca; nadie se interesa por cien cosas, como mucho por tres, cuatro o cinco.
opinion, the thing that I've learned from Joe is that you want to promote things that are minimal changes in your behavior. So ideally, you exist exactly the way you were before, except you just happen to get paid for something that you would already be willing to tell someone about. Now that massively limits the amount of things that you can promote. But that's okay, because you don't want to be these people who just show 100 things. Because by doing that, you also dilute the brand that you have, because everyone knows it's not you because no one's interested in 100 things. You might only be…
Escúchalo en el minuto 33:31
Vender solo lo que no te obliga a cambiar quién eres
Oferta y precioSi vas a vender algo, que sea algo que no requiera cambiar nada de ti. Hormozi lleva años usando el mismo tipo de tank top, así que decir cuál es la marca que usa no molesta a nadie: calza con todo lo que la audiencia ha visto de él hasta ese momento.
And then if you do choose to sell something, you sell something that actually requires you to change nothing about who you are. If I already love this type of tank top and people know that I've been wearing it for a few years, then it would make sense for me to say, by the way, this is the brand I use. No one's going to be upset by that because it makes sense based on everything they've seen up to this point. And I would associate with people who are like me,
Escúchalo en el minuto 56:25
Arrancar con lo que uno tiene en vez de aparentar la vida que lleva
Estrategia de contenidosHormozi empezó con una webcam grabando dentro de un clóset, siendo ya rico y anónimo, y solo con el tiempo llegó el material pulido y de alta producción. Prefiere partir con lo que tiene antes que retratar la vida que tiene, porque su audiencia agradeció ver el recorrido completo.
in the beginning it was a webcam and it was just me in a closet making videos, I'd rather start with what I have than try and portray the life that I have. Because I went from being really rich and anonymous saying, you know what, maybe I'll make some videos to making lots of stuff and making it look really polished and highly produced. But it didn't happen overnight. And I think that Mosey Nation has appreciated just watching the journey the whole way through, just as they've
Escúchalo en el minuto 42:43
Colgar un tema árido de alguien que está de actualidad lo hace accesible
Estrategia de contenidosHormozi tenía un video sobre cómo encajan los bienes de lujo en la matriz de precios de un mercado, un tema aburrido de entrada. Lo reempaquetó alrededor de Bernard Arnault, dueño de LVMH, que acababa de convertirse en el hombre más rico del mundo, y eso disparó a cuánta gente le sirvió el video, porque se volvió actual y quedó apoyado en alguien que ya demostró que el modelo funciona.
of boring, but I was like, huh, how can I package this in a way that would make it more accessible for more people? And recently Bernard Arnault, who owns LVMH, which is a holding company that owns many, many luxury brands that you've heard of, flash them on the screen. He had just recently become the richest man. And so I was like, oh, this is relevant. How did he become the richest man? Through luxury goods. And just doing that dramatically improved how many people would benefit from the video because it became timely, it became trending, and he was around someone who already had…
Escúchalo en el minuto 21:45
Monetiza reforzando lo que la gente ya asocia contigo, no lo que más se vende
Oferta y precioEl tequila de Dwayne Johnson funcionó porque su público ya sabía que le gustaba el tequila: no fue un cambio, fue más de lo que ya era. El error habitual es preguntarse qué se puede vender a más gente o qué tiene el ticket más alto; el producto tiene que reforzar la asociación por la que te quieren.
what do people fall in love with the rock for? They love the fact that he works super hard, but he also has cheat days on Sunday. He also sips his tequila and was doing that for a very regular basis. And people knew he loved tequila. And so it made sense for him because it wasn't a change. It was just reinforcing more of what he already was. And so if you think about how you want to monetize, you want it to be more of what you already are. And this is where people miss the mark. They're like, what's the thing that I can sell to the most people? Or what's the thing that's got the highest…
Escúchalo en el minuto 14:49
Exigir condiciones perfectas garantiza no empezar nunca
Estrategia y decisiones de negocioDecirse que solo se puede ganar con un set grande, gente ayudando, guion, teleprompter y efectos especiales es la forma segura de no arrancar, porque las condiciones perfectas no existen. Todas las personas que Hormozi analizó empezaron con lo que tenían, así que si de verdad piensas llegar lejos, hay que estar dispuesto a trabajar con lo que hay.
sure we'd hurt your brand, we'd make sure to associate with the wrong people. Next is I would need perfect conditions. Don't start today. Start when you have perfect conditions, because the thing is, is that there are no perfect conditions. And so you're like, well, I will only succeed if I have a really big set and lots of people helping me and a script and a teleprompter and all these special effects. If you need that to win, you're not going to win. Because what I can tell you about every person we talked about earlier, all of them started with what they have. And so if you really think…
Escúchalo en el minuto 54:52
ConversiónVender temprano es empezar a ofrecer cosas sin haber dado nada de valor a la audiencia, casi siempre por desesperación de dinero, y además vendiendo muy duro. Como la gente todavía tiene muy poca afinidad contigo, esa venta agresiva la deja en cero y destruye la marca.
I can guarantee you, you're not going to build a big brand. Next thing I would do is I would try and do two things around selling. One is I would sell early. So that means that I haven't provided any value to my audience and I immediately start trying to sell them stuff. I have very little goodwill. I don't have a lot of people, but because I'm desperate for money, I start trying to sell stuff and I sell it really hard. Well, that'll probably destroy the brand because people already have very little affinity towards you and now they have zero. So that would be one of the things I would…
Escúchalo en el minuto 53:31
Con audiencia masiva hay que elegir un producto que escale, no un restaurante
Oferta y precioKylie Jenner acertó vendiendo un kit de labios, del que puede fabricar cantidades enormes con el capital como único límite, en vez de algo como un servicio de impuestos, imposible de escalar a su audiencia. El error frecuente de los creadores es montar un restaurante teniendo una marca nacional: se gana dinero, pero mucho menos del que daría un vehículo adecuado al tamaño de la audiencia.
selling a tax service, it'd be very difficult for her to scale that to her audience. But if she sells a lip kit, she can make a gazillion of those. The only real constraint on that would be capital. And she's got that. And so she was able to get a high leverage brand with a huge audience that she built with a long time and media and funnel it into something that has a lot of leverage that she built one time and then could print over and over and over again to her entire audience. Just simply the business she chose to select was one that better suited a mass market B2C brand. A lot of creators…
Escúchalo en el minuto 37:59
Escalar lo inescalable: grabar un gesto uno a uno y distribuirlo a miles
Retención y relación con el clienteIgual que Taylor Swift aparece por sorpresa en la boda de una fan y ese gesto irrepetible se vuelve viral, hay que buscar la versión micro de lo que uno hace y hacerla pública. Hormozi hace sesiones esporádicas de preguntas y respuestas en vivo con su audiencia y asesora o invierte en alguien que jamás tendría acceso a él, y luego multiplica esa escena para miles de personas.
to perform at someone's wedding. But how can I take what Taylor did in scaling the unscalable in that micro example and apply it to what I do? Every so often, I'll do a sporadic Q&A live with people in our audience, Mosey Nation. What do I do for a living? I invest in advised businesses. So what's a micro version of that? I can invest, advise somebody who would never really have access to me in any other capacity. And so I can still take that and then multiply it to thousands of other people because it scales something that otherwise is unscalable. I couldn't talk one-on-one
Escúchalo en el minuto 2:57
Canales de adquisiciónConviene asociarse con gente parecida a uno, con audiencias como la propia y que se preocupe por las mismas cosas, para que esas audiencias se combinen y se compongan entre sí. Asociarse con quien no calza diluye todas las asociaciones que costó años curar y armar.
who have audiences like mine, who care about the things like I do, so that those audiences combine and compound onto each other rather than diluting all of the associations I spent so much time curating and putting together to say, this is what I stand for. And we would wait for imperfect conditions, which often means today, because there are no perfect conditions.
Escúchalo en el minuto 56:46
Canales de adquisiciónLos shoutouts cruzados, los sorteos para llegar a 20.000 o 50.000 seguidores y la optimización de perfiles que ofrecen por mensaje privado no construyen marca: explotan un hueco artificial en el algoritmo. Basar la marca en esa explotación es apoyarla en un fallo del sistema que tarde o temprano se arregla; lo que hay que hacer es alinear lo que produces con lo que la plataforma quiere.
for growth. Hey, I can do a shout out for shout out. Let's do a giveaway to do 20,000 followers, 50,000 followers, whatever it is. None of those build brand. They are simply trying to exploit an artificial hole or inefficiency in how an algorithm works. And if you base your brand on algorithm exploitation, you're basing it on a flaw in a system that will get fixed. And so what you want to do in my opinion is that you want to align what you make with what the platform wants rather than what the platform doesn't want. And you hacking around it. What the platform wants is for you to
Escúchalo en el minuto 35:12
El producto fuera de marca se nota aunque sea el más rentable
Oferta y precioHormozi descarta lanzar una línea de relojes de lujo o de trajes de tres piezas aunque buena parte de su audiencia use traje y sería un producto de ticket alto con el que ganaría mucho dinero: no encaja con su marca. Ir en contra de la asociación que la gente ha aprendido a querer solo por dinero se ve venir y cuesta la confianza.
will only quote take from it and not give anything back. And I'm cool with that. It's the same reason it would be weird if I came out with a luxury watch line or a suit line of three piece suits that would be completely off brand. Now, do a lot of my people in my audience probably wear suits and do business? Yes. Would that be a high ticket item? I could probably make a lot of money on. Yes. Does it make sense for my brand? No. And so that's the idea is that we have these associations that people have come to love you for. And then to go counter to that, just to make money, everyone sees it…
Escúchalo en el minuto 15:54
En marca personal el nicho eres tú: la huella es la mezcla y la proporción de temas
Marca y posicionamientoEl nicho de Joe Rogan no es la política, ni la salud, ni la comedia, ni las peleas: son todas a la vez en proporciones distintas, y esa combinación es su huella única. En una marca personal no basta con enumerar categorías, la proporción entre ellas es lo que la hace irrepetible; la marca de un producto, en cambio, se construye alrededor de lo que vende y del avatar al que le habla.
because that's his unique thumbprint. Now, all of those are different categories and in different proportions. So for example, he's got health and he's got comedy. Well, on his show, which of them takes up a greater percentage? Well, he probably talks more about biohacking and health and things that are going on in the, in the total U S around health compared to comedy. Now he still has comedians on his show and talks about comedy stuff, but the proportion is different. So not only is it the number of categories, but it's the proportion between the categories that makes the unique thumbprint…
Escúchalo en el minuto 28:56
Marca y posicionamientoAl enseñar sus fallos, ridículos y desamores en vez de esconderlos, Taylor Swift transforma su punto débil en poder: quien la ataca por eso ataca de paso a toda su base de fans, que ha vivido lo mismo. La vulnerabilidad compartida construye gente dispuesta a defenderte porque se reconoce en la experiencia.
hairbrush into the mirror. Because they experience the same feelings Taylor does. The many flaws and pitfalls and heartbreaks that she's had over her entire career and just showing them to the public rather than trying to hide them. Taylor then, instead of having something that everyone can attack, flips it into a power. Because if you attack her for that, you attack her entire fan base for experiencing the same thing. And so she builds an army of people that will defend her because they
Escúchalo en el minuto 4:07
Cada salto de nicho llegó porque alguien le puso el dinero delante
Investigación de mercado y clienteLa carrera de Hormozi avanzó dejando que el mercado tirara: alguien le entregó 5.000 dólares para que le lanzara su gimnasio, de ahí salió el negocio de licencias que llegó a 5.000 locales, y después lo buscaron cadenas nacionales. Cada transición fue forzada por alguien que literalmente le puso dinero en la mano y le pidió que lo hiciera.
was like, I guess so. I don't know if this is business. And then again, literally someone handed me $5,000 and said, launch my gym. And I said, I guess so. And then I took that to 5,000 locations. And then from there, it was like, Hey, how did you expand this B2B licensing thing? So you went national businesses of that size started to approach me. And that has literally been my entire career. Do something really well. People ask me about it. And then I say, okay, well, I'll show you how I did that. And each of these transitions has actually been forced every single time. Someone literally…
Escúchalo en el minuto 13:25
Estrategia y decisiones de negocioKylie Jenner se ocupa del producto y del marketing y deja la logística, la fabricación, los almacenes y la web a socios expertos, cediendo porcentaje a cambio de arrancar en el año veinte de la carrera de otra persona en vez de en el cero. Hormozi lo resume citando a Charlie Munger, que no necesitaba hasta el último dólar porque un buen trato ya da mucho dinero: prefiere tener el 20 por ciento de una compañía de…
win here? And I'll take this from the late Charlie Munger. I don't need every last dollar because he believed that it's either a good deal or it isn't. And if it's a great deal, I'm going to make a ton of money. And if it's not, he doesn't need to chisel away percentage points. And I think I've seen that across all of the Kardashians and how they structure their deals. They're willing to let other people in to leverage 20 years of experience to not have to start over at ground zero. They start at year 20 on someone else's career because of all the learnings and connections that person has so…
Escúchalo en el minuto 39:35
La consistencia traspasa el valor al símbolo, no al atuendo
Marca y posicionamientoHormozi aclara que el vestuario está sobrevalorado: si mañana usara polera negra y buzo a nadie le importaría, porque su valor está en lo que le sirve a la audiencia para crecer y ganar más dinero. Pero como se viste igual todo el tiempo, la gente asoció ese valor con ese atuendo, hasta el punto de que otra persona con su logo recibe el mismo trato. Eso es equity de marca.
no one's going to give a shit. Because my value is about the stuff that I provide that helps the audience do better helps hopefully you guys make more money grow in the ways that you want to grow achieve the goals you want. That's the value, not how I dress. It's just that because I dress this way, and I do it consistently, because that's who I am, people have then associated that value with this outfit, which is why someone else can wear my logo, and people will approach them and associate the value that I've given them with that person. And that's how you brand. That's how you build brand…
Escúchalo en el minuto 48:52
Entrar a las plataformas nuevas apenas salen y aceptar los fracasos
Canales de adquisiciónSu equipo entra en cada plataforma nueva tan rápido como aparece, para poder experimentar. Asumen de antemano que parte de lo que publiquen va a fracasar, y les parece bien porque de ahí aprenden.
adaptability and accessibility, we have continued to go into new platforms as fast as we can and as fast as they come out so that we can experiment and we're willing to have stuff that actually flops. And I think that's cool because we learn. And finally, the accessibility piece is even though
Escúchalo en el minuto 42:28
La audiencia sirve más para abrir puertas que para vender
Estrategia y decisiones de negocioEl beneficio obvio de tener audiencia es venderle cosas, pero Hormozi señala uno que casi nadie menciona: el acceso a otras personas. Si le escribe al CEO de una empresa pública para invitarlo a un podcast, la respuesta es sí porque él tiene audiencia. Por muy rico que seas, si nadie te escucha no puedes distribuir tu mensaje.
Because there's value in doing it beyond all of the obvious ones, which is you build an audience, you can sell things to them. The larger one that's unspoken is the access to other people. Now, if I want to reach out to a public CEO and say, Hey, can I hop on the phone? Or, Hey, do you want to do a podcast? The answer is yes, because I have an audience. And so whatever their message is, it doesn't matter how rich you are. If you don't have someone listening, you can't distribute your message. So you might be sitting at home or at the gas station or between things,
Escúchalo en el minuto 52:05
Los suscriptores de YouTube no crecen lineal: 88 mil, 600 mil, 1,1 millones
Estrategia de contenidosHormozi ganó 88.000 suscriptores en su primer año publicando en YouTube, más de 600.000 en el segundo y más de 1,1 millones en el tercero. La curva no es lineal: el mismo esfuerzo rinde mucho más cuando ya hay catálogo y audiencia acumulada, así que juzgar un canal por el año uno es un error de medición.
plus 520 reps of being good at that thing. And just to give you some numbers around this, my first year of posting videos on YouTube, I gained a total of 88,000 subscribers. The second year, I gained over 600,000 subscribers. And so far this year, I've done over 1.1 million subscribers. And so the more you do, the better you get. And to give you another extreme example,
Escúchalo en el minuto 1:49
Mostrar el detrás de escena poco glamoroso vuelve accesible a la marca
Estrategia de contenidosKylie Jenner hace lives y stories sin maquillaje, y enseñan las 16 horas que les toma prepararse para la Met Gala o que no pueden ir al baño durante tres horas por la ropa que llevan. Ese material poco glamoroso las hace accesibles, y la gente que se identifica con eso termina comprando sus productos.
And the next one is that she is accessible. And this may be even her superpower. And this is partially because she's in the makeup industry. She leaned into just being who she was. And so she would do Instagram lives and stories where it was just her no makeup. Despite what the media may portray them as is making false and unrealistic expectations for girls. I think that what they actually make in their content is probably the exact opposite of that. They show the 16 hours that it took them to get ready for the Met Gala. And all of these things that they do where they have to paint the stuff…
Escúchalo en el minuto 41:17
Regalar libros, audiolibros y cursos concentra la energía una vez y la reparte a todos
Estrategia de contenidosHormozi publica gratis todo su contenido, sus libros, sus audiolibros y sus cursos porque le permite meter mucha energía en una sola cosa y luego distribuirla a todo el mundo. El activo gratuito es su forma de escalar lo que en persona sería imposible.
wedding. But she can still simulate the experience. And to the same degree, for me, the reason I put out all this free content and I put out all my books and my audio books and the courses, and they're all free. And I do that because that's something that allows me to take a lot of energy, put it into one thing, and then distribute it to everyone. The third thing that I love from
Escúchalo en el minuto 3:29
Vestirse para la audiencia que se tiene, no para uno mismo
Marca y posicionamientoA los 23 años, con un gimnasio recién abierto y una audiencia 70% femenina, Hormozi usaba tank top y shorts de neón: necesitaba verse aproximable y no como un tipo grande e intimidante. Reconoce que hoy, con su físico y su barba, ninguna mujer confiaría en él para su proceso de bajar de peso.
brand as a personal brand evolve over time? In the beginning, look how I dressed. I've got my neon tank top and I've got my neon shorts. And the reason that I dress this way is because one, this is how I actually dress because I was into fitness, but also I had a 70% female audience. I needed to look approachable, not like a big, scary dude. Me today, probably not something that most women are going to be like, yes, I'm going to trust him in my weight loss journey. They're like, I don't want to look like you and you have a beard. No, thank you. Right. But this looks like a relatively…
Escúchalo en el minuto 44:03
De las deudas se sale con una quiebra, de la reputación no
Marca y posicionamientoSe puede declarar la bancarrota cuando la deuda te supera y empezar de nuevo, pero no existe la bancarrota de la reputación: una vez arruinada lo está de por vida. Construirla lleva mucho tiempo y perderla, muy poco, así que ante la elección entre reputación y dinero hay que quedarse con la reputación, porque dinero siempre se puede volver a hacer.
they lose trust with you. You can file bankruptcy when you go way too far into debt, and then you can start over. But you can't file bankruptcy on a reputation. Once it's ruined, it's ruined for life. And it takes a very long time to build one and a very short time to lose one. And so if you ever have the choice between reputation and money, always choose reputation because this one you can't get back. You can always make more money. All right, The Rock,
Escúchalo en el minuto 16:25
Si la marca no cambia mientras tú cambias, se abre una brecha
Marca y posicionamientoCuando algo empieza a funcionar la tentación es repetirlo para siempre, pero las condiciones cambian y eso rinde cada vez menos sin que uno lo ajuste. Además uno mismo cambia: si la marca no se mueve, la distancia entre quien eres y cómo te representas crece, y a largo plazo eso te hunde.
change, then we can guarantee that eventually the conditions will change and we will fail. Because you're like, but this thing started working. I have to keep doing that. And then you slowly see it stop working less and less and less and less. And you don't change with it. And the same degree you change. If your brand never changes at all, you have changed. And it means that there's actually greater and greater distance between who you are and who you represent yourself to be. And that long-term will sink you. And so if everything I just covered, if you do these
Escúchalo en el minuto 55:29
Marca y posicionamientoHormozi pudo cobrar un cheque de varios millones de una editorial tradicional por escribir sus libros, pero renunció a él para conservar la propiedad y poder regalar capítulos y el libro entero cuando quiera. Su razonamiento: las condiciones cambian y no quiere tomar hoy una decisión que tendrá que aguantar el resto de su vida.
influencer who wants to get the New York Times bestseller, whatever. And so for me, I give away chapters left and right. I make it free on my podcast. No publishers like, wait, I want to buy the rights to your book so that you can only give it away for free. But I want to do that. And so in order to maintain control, I maintained ownership over my stuff because even in the short term, I could have taken a few million dollar check from a publisher just up front to write the book. But I'd so much rather own it for the rest of my life and be able to give it away as I see fit because I know, at…
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El canal de MrBeast no es rentable a propósito: el dinero sale por Feastables
Estrategia de contenidosMrBeast reinvierte todo lo que gana en el siguiente video y su canal funciona prácticamente como una organización sin ánimo de lucro; monetiza en otro sitio, con Feastables, Beast Burger y sus otros negocios. La lógica es alimentar el vehículo que compone audiencia y cobrar en un producto aparte.
anything at all. And he has shown that with his actions. As he makes more money, he puts all that back into the next videos. And he has consistently done that since day one. And if anything, his current channel still runs as a quote, nonprofit in that it's not profitable because he actually chooses to monetize elsewhere through Feastables and Beast Burger and some of his other ventures. He has continued to reinvest in his compounding vehicle. And you'll notice compounding is a common theme among all these people that we're talking about is that he took the extra rather than putting his…
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Una marca personal solo dura si de verdad eres tú
Marca y posicionamientoCon los años Hormozi pasó de amar el fitness a amar operar negocios y luego a poseerlos y escalarlos, y su progresión como persona se reflejó en cómo se vestía y con quién hablaba. Para él la única forma de que una marca personal dure es que sea uno mismo, no un personaje construido.
differently because I changed my mind about stuff. But the thing is, is that over the years, I went from loving fitness to loving operating businesses, to loving owning and scaling companies. And my progression as an individual has reflected in how I dressed and who I was talking to. But the point is, is that I think the only way to make a personal brand last is for it to be you. And I want to be really clear here. This is a visual prop set. And I'm using this because people need visuals to understand stuff.
Escúchalo en el minuto 48:09
Estrategia de contenidosEn sus dos primeros años de podcast Hormozi alcanzó un total de 2.000 descargas mensuales; seis años después está en unos 2 millones de descargas al mes. El caso sirve de referencia realista sobre cuánto tarda un canal de audio en despegar antes de que el interés compuesto haga su trabajo.
because I mentioned my podcast earlier, my first two years of podcasting, I got to a total of 2,000 downloads a month. And just fast forward to now six years in, I get about 2 million downloads a month. So these things can compound. They just take time. The second thing that I learned is scaling
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Saltar a cada plataforma nueva antes que el resto
Canales de adquisiciónLas Kardashian pasaron de la televisión a Hulu y después entraron en Instagram muy temprano, publicando ahí de forma regular. Su contenido no se parece al del influencer clásico: alimenta su marca de gente súper famosa, y lo refuerzan con las marcas de lujo con las que cierran acuerdos y los productos que promocionan.
than other people. The next one is that she's adaptable, but she's been able to adapt as media platforms have changed. And so it was television once. And then they went from television to Hulu, which is online TV. They went all in on Instagram really, really early and started making content there on a regular basis. And their content looks very different from the classic influencers. Their content feeds into their brand as super famous people. And they continue to reinforce that with the luxury brands they've all done deals with and the products they promote themselves.
Escúchalo en el minuto 40:46
Canales de adquisiciónCuando Tom Hanks se hizo famoso no tenía distribución directa: dependía de acuerdos con productoras que a su vez pactaban con los cines. Hoy las plataformas se metieron entre la distribución y el usuario final, así que el creador publica e interactúa directo con toda su audiencia, corta a los intermediarios y se queda con una tajada enorme de la economía.
billionaires? What's different now versus what it was before? Well, now there's direct distribution. When Tom Hanks became famous, he didn't have direct distribution. So he always had to do partnerships with movie companies who then did partnerships with movie theaters to distribute the content. But now because platforms came in between the distribution and the end user, creators could immediately post directly and interact with their entire audience. And so what that did is it cut out all these middlemen and allowed creators to take up a huge slice of the economics. And so me recognizing
Escúchalo en el minuto 49:58
Investigación de mercado y clienteSegún Goldman Sachs la economía de creadores llegaría a 500 mil millones de dólares al año hacia 2027. Instagram tiene 2.300 millones de usuarios activos mensuales, YouTube 2.600 millones y TikTok 1.600 millones. Solo en Estados Unidos, YouTube genera 25 mil millones de dólares de PIB al año y más de 400 mil empleos creados por creadores.
stats around this on why I decided to basically give up anonymity, which I do like my privacy. One is that this is according to Goldman Sachs, the crater economy is projected to be at 500 billion, half a trillion a year plus by 2027. This is not far away. This is 1 billion, 500 times in a row every year. That's a, that's a lot of billions. And to give you an idea of the audience size, Instagram has 2.3 billion. And then YouTube has 2.6 billion users and TikTok has 1.6 billion. These are all monthly active users. I mean, this is the world. And then beyond that, just to give you context in…
Escúchalo en el minuto 50:45
El paso de operador a dueño cambia la marca personal
Estrategia y decisiones de negocioAl ver que los tipos de private equity ganaban más comprando una empresa en 50 millones y vendiéndola en 250 sin haberla fundado, Hormozi empezó a invertir, a comprar inmuebles y negocios. Dejó de querer ser la cara del gym lord para ser solo el dueño, y como dueño le importaba el retorno y hacer negocios alineados con sus valores.
start the company. And so as my interest started to evolve, because I started investing more and I started buying real estate, started buying businesses. And I was like, huh, there's a game beyond the game. And I actually started moving away from being the gym Lord because I didn't want to be the face of that company more. I just wanted to be the owner. And so this shift was me going from operator to owner. And as an owner, all I cared about was my return on investment and making sure that we were doing business in alignment with our values. And so I started dressing how I would dress without
Escúchalo en el minuto 47:14
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