248 ideas de marketing sacadas de «If you want 2026 to be the best year of your life, please watch this video...», de Alex Hormozi. Sobre todo de…
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Las 248 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al segundo exacto del vídeo para que la compruebes tú.
El plan de adquisición diario que dio a un grupo de alumnos: contactar a 100 personas, publicar un post en el que hayas invertido 100 minutos y gastar 100 dólares o más en publicidad, todos los días. Hecho con constancia y mejorando, produce resultados.
the rule of 100 daily which is that you reach out to 100 people you make a post that you spent 100 minutes on spend $100 plus
Para saber cuánto vale tu hora, toma lo que ganaste el año pasado y divídelo por 2.000, que son las horas de una jornada de 40 horas semanales durante un año. Es un ejercicio humillante y deja un número con el que comparar si algo vale o no tu tiempo.
look at how much you made last year and then divide it by 2,000 if you want to know how much you made just in a 40 hour work week
En cada sesión pagada llegaba preparado, con notas, grabando y con dos personas más en la sala para no perder nada. El método tiene tres pasos: el experto documenta el proceso como si fuera tú, luego lo demuestra clicando en pantalla y explicando cada paso, y por último tú lo duplicas delante de él. La habilidad está dominada cuando la repites bien varias veces seguidas sin que te corrija.
And so I showed up like it was Harvard on steroids for these calls because I would prep for the call. I had my notes out. I recorded it. I was like, I had two people in the room be like, make sure I don't miss anything. Right? And so I would go and I had him first document the process of what he did to run ads as though he were me. Then I had him demonstrate it. So he clicked the buttons so I could see what he was doing. And I had him stop and explain to me each of the steps so I could put it into my little checklist too. And then finally, I duplicated in front of him, which means document…
Cada vez que digas que algo estará listo a fin de semana, pregúntate si puede estar listo hoy: pasar de fin de semana a fin del día multiplica por 7 el ritmo de avance, y pasar de fin de mes a fin de semana lo multiplica por 4. El siguiente escalón es pasar de fin del día a fin de esta hora.
easy tactical thing is, is whenever you say, I'm going to get this done by the end of the week, ask yourself, can I get it done by the end of the day? And that seems like a very small hack, but that increases your pace of progress by 7x. And so if you hear that, you're like, wow, 7x. It's like, yeah. And for that reason, there are people who are working 100 times faster than you. And I think that this is a really good cultural thing, which is you can just say end of day, not end of week and not end of month and of week. So in each of the instances, this is a 4x increase. This is a 7x…
Hormozi tiene temporizadores en sus oficinas y bloquea tiempo incluso a nivel micro: estima cuanto deberia tomar una tarea, por ejemplo 20 minutos, pone el reloj a correr y lo pausa cada vez que algo lo distrae. Asi ve cuanto trabaja de verdad, en vez de cuanto cree que trabaja.
Boop I think this should take 20 minutes. And then I hit start. And I let the timer go. And if for whatever reason something distracts me I pause it so that I know that I didn't actually work that period of time.
Lo primero de la mañana debe ser mirar la cuenta bancaria, antes que las redes; y si duele mirarla, más razón para hacerlo. Hormozi partió sin saber a dónde se iba su dinero y con ansiedad de mirarlo, y cuando empezó a prestarle atención a su dinero, su dinero empezó a quedarse: lo que se mide, se gestiona.
year after year. Number six, check your bank account before you check social media first thing in the morning. And if it hurts you to check your bank account first thing, then you need to do it even more. Because for me, I started not knowing where my money was going. And so I had a friend who was like, dude, just look. And I honestly had anxiety looking at my bank account, looking at what money was going out and all that kind of stuff. And so I started making that habit and I had to confront it. But the crazy thing is, is as I started looking at my money, as I started paying attention to my…
Sus mayores saltos de mejora no vinieron de cursos ni masterminds, sino de mirar sus propios datos: revisar los últimos 2.000 anuncios, tomar los 50 mejores, buscar qué tienen en común y en qué se diferencian de los 50 peores, hacer más de lo primero y menos de lo segundo. Luego otros 100 anuncios y de nuevo el top 10. Aplica el mismo ciclo a llamadas de venta, contenido y reuniones.
I have now broken apart the learning process that I have that works best for me because I see the biggest gains and improvement haven't come from advice for me for the most part. They came from looking at data, which was, let me look at the last 2,000 ads I made. Let me look at the top 50. Let me look at what these ones have in common. Let me look at what they don't look like compared to the bottom 50. Okay, these ones have these characteristics. These don't. I'll do more of this and less of that.
Guarda un punado de fotos de sus primeros cinco anos fracasando en los negocios y las usa a diario, mientras que de las miles de fotos posteriores al exito casi no usa ninguna. El momento de documentar es cuando la cosa va mal: dormir en el suelo, la septima venta perdida del dia, la cuenta bancaria en minimos. Esas son las historias que vas a contar despues.
all the time, every day. And the zillions of pictures after I became successful, I barely use any of them. The time to document your life is when it sucks, not when it's great.
La habilidad se desarrolla multiplicando repeticiones por la mejora entre repeticiones, así que publicar un video diario durante un año sin revisarlo no enseña nada. Hay que mirar los diez mejores videos del último mes y preguntarse cómo hacer más de eso, mirar el 10% peor para hacer menos, y quedarse con una sola cosa que se aplique en todos los videos siguientes. Repitiendo eso se va armando una checklist.
hey, make a video, post it, make a video, post it. You have to look at what you did and what you could do better. Fundamentally, that is the cornerstone of feedback. And so you look at the top 10 videos you made over the last month and you say, okay, how do I do more of that? And how do I do less of the bottom 10%? And you just pick one thing that you did well there and you try and do it in every video going forward. And that develops a checklist of things to do so that you develop a skill.
El dinero ama la velocidad: para cuando tienes toda la informacion, la oportunidad ya paso. La regla concreta es comparar cuanto tardas en decidir con cuanto tardarias en arreglar el error: si decidir toma cinco minutos y corregir toma diez, no dediques dos horas a deliberar. Si aciertas avanzas en cinco minutos y si te equivocas avanzas en quince, y en ambos casos ganas.
deliberate on the decision. If you know how long it would take you to fix something, if you're wrong, then just make your best bet because you can always fix it later. And so said differently, if it takes you five minutes to decide and then 10 minutes to fix something, don't take two hours to decide because you could just do it. And if you're right, you immediately are moving forward five minutes later. And if you're wrong, you're moving forward 15 minutes later. But either way, it's going to
La primera de las tres formas con que hace su telefono menos distractor es pasarlo a escala de grises, que segun investigacion citada reduce el consumo de pantalla alrededor de un 30 por ciento en general. Las otras dos son apagar todas las notificaciones de todas las apps y usar un modo donde nadie puede contactarlo.
So there's three easy ways that I make my phone less distracting. The first is I switch it to grayscale. And so grayscale decreases consumption across all people by 30 percent ish. And that's research back. It's pretty cool.
La regla es invertir primero y gastar el resto, sacando el dinero antes de verlo: que la empresa lo descuente del sueldo, o usar apps y varias cuentas que repartan solas lo que entra. La versión avanzada es fijar el gasto de vida en una cantidad fija en vez de un porcentaje, para que cada aumento de ingreso vaya entero a invertir; y si estás empezando, la inversión eres tú mismo.
we operationalize this, which is automate investing and then create friction around spending. And so you want to take the money off before you see it. If your job, for example, has a way that they can automatically skim off your paycheck and put it into some sort of investment stuff, do it. If they don't have that, have one of these apps that does segmentation or has multiple bank accounts that you can say, this automatically goes here, this automatically goes here, and I don't touch this. And if you want to get real crazy, the advanced version of this is that as you make more money, you keep…
Todo lo que entra se automatiza y todo lo que sale se hace manualmente: pagar la renta con cheque o en efectivo y pagar las cuotas uno mismo. Esa hora al mes se paga sola porque sabes exactamente adónde va tu dinero. Además conviene sumar fricción: borrar del teléfono las apps donde compras y no dejar la tarjeta guardada en los sitios donde sueles gastar.
automate deposits and manualize withdrawals. So everything that is automatic in terms like your rent, you want to write it as a check. If you, or drop it off as cash. If you have payments that you make like a car payment, as much as you're like, wait, this is going to cost time. The value that you get back for knowing exactly where you spend your money is going to make you more money than the one hour a month that you have to pay your bills. That is a promise. And so that may also mean if you make it difficult to buy, well then maybe you delete some of the apps on your phone. Maybe you don't…
Hormozi nunca puso como meta el dinero acumulado en la cuenta sino cuanto ingresaba cada mes, porque veia el ahorro como energia almacenada y el ingreso como energia potencial. Por eso pagaba 2.000 dolares para pasar de 5.000 a 6.000 dolares mensuales: esos 1.000 al mes son 12.000 al ano, y ese intercambio lo hacia siempre.
But I never made that my goal. I made the amount of money I made every month my goal. Because I saw that as my, like, potential energy versus stored energy. Not to get, I mean, whatever, physics people, you get what I'm saying. And so, I was willing to take that stored energy and reinvest it to take $5,000 a month in income to make it $6,000 a month. Because I knew that over a year, I was going to make $12,000. And so, if it cost me $2,000 to make the $12,000 in income, I would make that trade every time.
Trabajando en Smoothie King, Hormozi se dio cuenta de que el almuerzo diario del local de al lado le costaba dos horas de su turno de seis: un tercio de lo que ganaba ese día. Traducir los precios a horas de trabajo cambió por completo su forma de comprar.
two hours of my six hour shift every shift to go buy lunch and I was like I'm literally giving a third of my earning away for lunch
Como el nivel general es bajo, superar a la mayoria es facil: aparecer, llegar a tiempo, preparar la noche anterior, recordar los nombres de la gente y hacer seguimiento de verdad cuando dijiste que ibas a hacerlo. Intentar en serio, no intentar para que te den credito por intentar.
The good news about that is that it's so easy to beat them. You just have to show up, be on time, prepare the night before, remember people's names, actually follow up when you say you were going to,
Cuando quiso pasar de anuncios locales a nacionales para escalar Gym Launch, ninguna agencia le cabía en el presupuesto. En lugar del retainer de 5.000 dólares al mes le propuso a un experto pagarle por hora y cerraron en 750 la hora. Le bastaron ocho sesiones, unos 6.000 dólares, para quedarse con la habilidad en vez de alquilarla indefinidamente.
up the relational capital that I had before. So I called a bunch of agencies. All of them said they were going to charge me too much money that I could afford. And then finally I just asked one guy, Hey, instead of your monthly rate of $5,000 a month, which I couldn't even come close to affording at the time, I was like, can I just pay you per hour? Now, of course he said, I don't trade my time for money, except of course he works over time and then he gets money later. But sure. Anyways, he doesn't trade time for money. But I said, it's America. Everything's got a price. And he said, you…
La proxima vez que digas que no logras resolver algo, pon un cronometro de 20 horas y trabaja de verdad esas 20 horas antes de rendirte. Lo habitual es descubrir que no era dificil: simplemente todavia no lo habias intentado. Se pueden aprender casi todas las cosas en 20 horas y el problema es que la gente retrasa esas primeras 20 horas durante anos.
So the next time that you say you can't figure something out, just set a timer for 20 hours and actually try for 20 hours before you quit. What you'll often realize is it's not hard. You just haven't even tried yet.
El ciclo táctico completo: encuentra qué funciona, haz más de eso, identifica qué te impide hacer más de eso, resuelve ese cuello de botella, vuelve a hacer más de lo que funciona y repite.
find what works do more of what works find the thing that's preventing you from doing more of what works solve that thing and get back to doing more of what works
Su guion para llamar a leads locales que se registraron en Facebook: decir solo el nombre con entonación de pregunta (¿John?) y esperar el sí; luego soy Alex y pausa, dejando que pregunten quién es; luego de Facebook, te registraste en lo nuestro; y rematar con solo llamo para asegurarme de que no eres un loco de internet, y yo tampoco.
But, and then, and by the way, if you are local, you just say the name, pause with a question mark at the beginning. You're like, John? And then they'll be like, yeah. And you're like, this is Alex. I'd pause. And they'd be like, they're like, who the fuck is Alex? I'd be like, from Facebook, you signed up for our blah, our thing? Yeah, I'm just calling to make sure that you're not a crazy person with the internet.
Framework de tres pasos que Hormozi atribuye al Dr. Cashy. Logica: que significa exactamente eso, definido en terminos de conducta observable. Evidencia: como lo sabes, cuantas veces ocurrio de verdad -normalmente son dos o tres casos, no un patron-. Utilidad: y que, a quien le importa, en que cambia respecto de tus metas. Al final del ejercicio queda una conducta concreta que se puede trabajar.
I'll walk you through a three-step framework that has been unbelievably valuable to me. And this is from Dr. Cashy. Logic, evidence, utility.
Se puede avanzar a siete veces el ritmo de los demas con solo cambiar cuando dices que vas a decidir: pasar de fin de semana a fin del dia, y si quieres ir aun mas rapido, a fin de la hora o decidir ahora mismo. En reuniones, en vez de dejarlo para la proxima, hay que elegir en el momento el proveedor, el diseno de la web, el titular o el gancho del anuncio.
would have made is just not being able to make decisions to begin with. And so you can move through life at seven times the rate of other people by simply changing when you say you're going to make a decision from the end of the week to the end of the day. And if you want to move even faster than that, you can decide at the end of the hour. And if you don't move faster than that, guess what we could do? Decide now. And so sometimes like my team has seen me do this. Well,
En vez de decir «lo tenemos para la semana que viene», Hormozi descompone cada tarea en cuántas horas y minutos debería tomar y arma el plazo con esa suma. Luego pregunta cómo hacerla en menos tiempo: qué se automatiza, qué se delega y qué se declara innecesario.
and then I like to stack those things back and forth and rather than using arbitrary deadlines of okay let's get this done by next week you use actual deadlines
El error mas comun es medir metricas de resultado en vez de metricas de accion. El no quiere medir ventas sino cuantas llamadas hace; si busca ponerse en forma no mide el peso sino cuantas calorias come. Cuantas mas formas de medir, mas formas de ganar, porque los inputs si estan bajo tu control.
So I don't want to necessarily even track sales I want to track how many calls I'm making. If I'm trying to get in shape I'm not necessarily going to track the weight I'm doing
Llegó a tener nueve negocios simultáneos: una agencia para quiroprácticos, una dental, un negocio de reestructuración de gimnasios y seis locales, porque había oído que siete fuentes de ingreso te hacen rico. No funcionó: aunque tenía socios en cada uno, él seguía siendo el que tenía que vender en los nueve. Las siete fuentes de ingreso vienen de activos ya comprados, y para comprarlos hace falta antes caja, tiempo…
You can be ambitious and distracted, which keeps you poor. When I started out at my peak, I had nine businesses because I heard seven income streams make you wealthy, but it doesn't. Seven income streams just spread you seven ways. And I had nine. I was like, well, seven, good. Nine must be better. To give you context, I had a chiropractor agency. I had a dental agency. I had a gym turnaround business. And then I had, at the time, six locations. So there's nine, wherever it is, boom. And I had partners in each of these businesses. I was still the one who was required to rain make, meaning I…
Podia dedicar 30 minutos diarios a mirarse al espejo repitiendose que iba a ser un gran vendedor, o repasar el guion de ventas. Repasar el guion es lo que lo vuelve mejor vendedor, y ademas uno se siente mas confiado sabiendo lo que va a decir que dandose animos antes.
I was going to be a great sales guy or I could have reviewed the fucking script. Which one do you think would make me a better salesperson? Reviewing the script.
La regla que Layla aprendió de un mentor: si una tarea toma cinco minutos y tienes cinco minutos disponibles, se hace ya. Hormozi describe que ella delega o resuelve ideas en 60 segundos mientras él todavía las está diciendo en voz alta, y que nunca deja cosas acumuladas en su plato.
this is one that Layla talks about a lot. She's a master operator is that she heard this from a mentor. She said, if it's a five minute task, and you have five minutes, do it now. And so the amount of times from like, hey, we should do this thing. And then literally in 60 seconds, it's handled by Layla. Like while I'm just walking around talking, just like shooting ideas out there is baffling. And so her speed of like, that's a great idea. It's already been, you know, delegated
Deberia haber una unica navaja que rija todas las decisiones: esta cosa, esta persona o esta creencia hace mas o menos probable que alcance mis metas. Se aplica a las acciones que tomas, a la gente con la que sales, a tener el telefono en la sala y hasta a las etiquetas que te pones.
of the world, which is, does this thing, person, belief, make it more or less likely that I hit my goals?
Cuando su marca personal no crecía, pagó por asesoría y el diagnóstico fue abrir los perfiles uno a uno y comparar: el otro publicaba diez veces más volumen. Después tuvo la misma conversación con un amigo multimillonario que quería entrar en contenido: le puso al lado sus cuentas de Instagram, TikTok y YouTube y le dijo que él hacía 450 piezas por semana y el otro siete. Es 100x, no 2x, y ese aprendizaje no se…
And then I had a different friend who talked to me, billionaire guy, he was thinking about getting into content. And he said, hey, I'm really not growing that fast. And I got to have the exact same conversation with him. But the thing is, is that this guy had done 100x, not 2x before in his life. It was just that he got to realize, like me, that it has been 100% domain specific. And so when he then, I showed him my Instagram and his, I showed him my TikTok and his, I showed him my YouTube and his. And I said, dude, I'm making 450 pieces a week, you're making seven. And he was like, got it…
Al dividir lo que ganaba en el año por sus horas, Hormozi descubrió que una actividad concreta le rendía 15 veces su promedio por hora. La conclusión fue hacer todas las horas posibles de esa actividad hasta llenar la agenda con ella, y recién entonces buscar algo que pagara todavía más.
this activity was 15 times what I was averaging per hour so I should absolutely do as many hours of that until all of my hours
Sin dinero después de pagar la entrada a la sala, ofreció lo único que tenía: saber vender. Pasaba dos y tres horas por teléfono entrenando equipos y reescribiendo guiones, gratis y hasta el final. Un regalo a medias no genera reciprocidad; el favor entero se devuelve como si hubieras pagado. No sabía qué iba a pedir, solo quería teléfonos que le debieran una.
to pay for help from someone, pay in full, don't half ass a free gift. And so if you're good at something, you're good at a skill, you're an accountant, you don't do one page of someone's taxes. If you're going to do a favor, you do the whole thing. You treat them like they're a paying customer. And then they will respond as though you have paid them. And so it will be like you've given them money and then you will get that reciprocity. And at the time when I did those favors for all those people, I didn't know what I was going to ask for. I just knew that I would need someone's help in the…
Nadie tendrá nunca más de 24 horas al día, así que todo lo que no dedicas a perseguir tu meta lo estás declarando más importante que tu meta. El ejercicio es mirar hora por hora qué hiciste y ponerlo por escrito: Netflix, el scroll en TikTok e Instagram o navegar sin rumbo es, según tu conducta, lo que de verdad te importa.
And when we're really thinking about sacrifice, right now, no human will ever get more than 24 hours per day. We all have that, right? And so fundamentally, everything that you spend your time on that is not you pursuing your goal, you are determining is more important than your goal. And so if you look at what you did every single one of these hours, and then you actually surface it and say, you know what? Watching Netflix, you know, doom scrolling TikTok and Instagram, hanging around, do nothing, surfing the web, or whatever it is that people do these days. That is what's actually more…
Con 1.000 dólares, pelear por pasar de un 10% a un 20% de rendimiento son 100 dólares extra. Si en cambio pones ese dinero y ese tiempo en subir tu habilidad un 50%, tu ingreso anual sube 50%, que es muchísimo más. Primero aprende a hacer dinero; después preocúpate de que el dinero haga dinero.
time rather than how do I make money, make money. Cause let's be real. You don't have much. So take the money you have into the skill, the flow of making more money rather than trying to take this tiny thing and going from a 10% return to a 20% return. Cause the hundred bucks extra that you yield on that thousand dollars, I promise you, if you learn how to add 50% to your skillset, it'll take whatever your annual earning is up by 50%. And that's going to be a hell of a lot more than 10. And that's assuming everything goes up this year, which one out of four years, it doesn't.
La mejor forma de aprender a vender es vender algo, y al principio conviene que sea producto ajeno. Por eso recomienda inscribirse en programas de afiliados, de embajadores o de referidos, que casi todos sus negocios tienen: asi solo hay que dominar una habilidad, promocionar, y repetirla. Despues se va asumiendo mas responsabilidad para quedarse con mas margen.
And I do think, and I mean, I'm saying this right now, I do love the concept that the first thing you sell is not the last thing you're going to sell. And so, learning to sell in and of itself, the best way to learn to sell is sell something. And that's why referral programs, ambassador programs, affiliate programs for different types of businesses, almost every business I've ever owned has an affiliate program. It's great to enroll in those. I'm not even going to say any of the names of the companies that we have because I want you, like, it's not about that. I want you to, if you can just…
Al entrar a un trabajo nuevo, identifica al que más trabaja y duplica su nivel de actividad: si toca 100 puertas, tú tocas 200; si hace 100 llamadas, tú haces 200. A su vecino Jacob, a quien su equipo exigía 100 llamadas diarias, le dio exactamente ese consejo: terminó haciendo entre 300 y 400 al día y mejoró mucho más rápido que el resto.
And then five, find the hardest worker in the room when you enter that new job or that new place, and then double their level of input. So if they knock on 100 doors, you knock on 200. They make 100 dials, you make 200 dials, right? When I had Jacob, my young neighbor, I gave him this exact advice. And he was expected to, on his team, do 100 dials a day. He did between 300 and 400.
Casi cualquier cosa funciona con suficientes iteraciones; el error es subestimar cuantas hacen falta. El orden de magnitud real es 19 borradores y no dos, 500 minutos de edicion para hacer el video y no 50, mil llamadas por semana durante dos anos y no durante dos meses.
is you making it work. The vast majority of things with enough iteration can become success. It's just that people underestimate how many iterations they need to have. It's 19 drafts, not two. It's 500 minutes of editing to make the video, not 50. It's making a thousand phone calls every week for two years, not two months. And so most of the times it's just that our level of understanding it's,
El volumen sin lectura de resultados no sirve. La idea no es publicar cien videos seguidos a ver qué pasa, sino publicar uno, revisar qué funcionó e intentar hacer más de eso. Es esfuerzo bruto con un bucle de mejora encima.
I want to be clear you don't just post a hundred videos in a row and see what happens you post one see what worked and then try
Lo que más le sirvió de los programas, seminarios y conferencias que compró no fue el contenido sino las conexiones: entraba con la única habilidad que tenía, ventas, la regalaba a cada persona que conocía y así acumulaba favores que después canjeaba por aprender gratis las habilidades de los demás. La entrada era solo el ticket para estar en la sala.
that I was then able to leverage the one skill I had which I was good at sales and then start giving that away to every person I met so that I could collect those IOUs and then learn skills for free
Define aprender como misma condición, nueva conducta: si entra un cliente y uso mi guion de seis puntos, y justo después entra otro idéntico, ese guion tiene que haber cambiado. Si haces exactamente lo mismo todos los días, probablemente no estás aprendiendo. Por eso hay que documentar y revisar la grabación de las llamadas y del contenido, como quien mira el video del partido.
And the only way you learn is by changing your behavior with the same conditions, which means that if a person walks in, I say, this is my six-point script. A person who's identical walks in right afterwards. If I've learned something, that script changes. It means same condition, new behavior. And so if you keep doing the exact same thing every single day, then you may not be learning. And it's a key point. It's good to work hard, but it's good to work hard and smart, which means that the work you do gets better because you tweak things. And so if you're not documenting the process that you…
Muchos equipos trabajan con cadencia semanal: una tarea que en realidad toma 3 o 4 horas se entrega a fin de semana. Si preguntas cuántas horas toma de verdad y pides la primera al mediodía y la segunda al cierre del día, haces en una jornada lo que habría tomado dos semanas: catorce veces más output que el competidor que trabaja por semanas.
and so just right there you got something done you got 14 times more done than the competitor
Muchos equipos trabajan con cadencia semanal: una tarea que en realidad toma 3 o 4 horas se entrega a fin de semana. Si preguntas cuántas horas toma de verdad y pides la primera al mediodía y la segunda al cierre del día, haces en una jornada lo que habría tomado dos semanas: catorce veces más output que el competidor que trabaja por semanas.
and so just right there you got something done you got 14 times more done than the competitor
Un socio tiene que traer una de tres cosas que tú no tienes: dinero, experiencia, o tiempo y energía. Y no basta con que la tenga: si no está claro cómo va a contribuirla a la sociedad, no vas a recibir el beneficio.
contribution is that money they need to have experience you don't have and the clear contribution is that experience or number three they have time and energy
Visitaba a otros dueños de gimnasios los fines de semana y anotaba en qué se diferenciaba lo que hacía cada uno, sin tomar nada como verdad. Después probaba la idea en su propio negocio: si no funcionaba la tiraba, si funcionaba la conservaba. Así iteró su modelo hasta superar al de gente con muchos más años, metiendo la experiencia ajena dentro de la propia lo más rápido posible.
And the thing is, is I would go there and they would say they did something and I'd be like, huh, that's weird. That's different than the other guy. And I like that way better. It didn't mean I'd take everything as fact, but I got a lot of ideas from that. And then I would use them. And if they didn't work, I would just toss them out. And if they did, I kept it. And that's how I quickly iterated the gym model to become much better than a lot of people's models, despite me being younger.
Cuando dudes entre ir a un evento de networking o a un almuerzo de colaborar y sinergizar, y ponerte a trabajar, elige el trabajo. Si el trabajo funciona, esa gente seguira ahi para tomarte la llamada; pero si nunca haces el trabajo, ningun networking lo hara por ti, y encima dejaran de tomarte la llamada cuando pierdas el poco exito que tenias.
So let me give you a very tactical example. So if you're debating between going to a networking event, right, or like a lunch with some dude who's like, hey, we should collaborate. We should synergize. We should maybe trade ideas. Let me pick your brain, whatever, right? And if you're picking between any of those things and working, choose the work. Because when the work works out, the people will still be there to take your call. But if you never do the work, no amount of networking will get the work done for you. And the bonus or negative bonus here is that if you don't get the work done…
Su carrera entera fue el mismo bucle: aprender algo, hacerse muy bueno, tener evidencia publica de que es bueno, y entonces la gente le pide ayuda con eso. Primero le preguntaron como ponerse en forma, luego como funcionaban sus gimnasios, luego como escalar a nivel nacional, y al final como construir un negocio grande. Cada peldano nacio del resultado anterior, no de buscar el peldano.
And to be really honest with you, my entire life, and I'm saying, like, there's many paths. But, like, my life has been learn something, get good at it, have evidence that you are good at the thing. And then people ask you for help on that thing. And so, in the beginning, people asked me how to get in shape. And then I started a business around getting people in shape. And then people who had businesses around getting people in shape asked me how I was getting my businesses that were getting people in shape to work. And then people who had businesses that were national scale that helped…
Si alguien de tu equipo vende mas que tu, no compares su cheque de comisiones con el tuyo: compara cuantas llamadas hace, cuantas veces practica el guion, a que hora llega y a que hora se va, y si trabaja los fines de semana. Con los inputs igualados los outputs se igualan en un horizonte suficientemente largo.
And if there's a top sales guy in your organization who's making more money than you compare not what his commission check is to yours every month compare how many calls he's making how many times
Así como tienes un gasto fijo mensual, debes tener un presupuesto de inversión en educación. Si al recortar gastos te sobran mil dólares al mes, ese dinero va cada mes a una cuenta destinada a formación, que puedes gastar de inmediato o acumular para algo más caro.
you should have an education investment budget and so just like you spend x dollars per month so let's say you we pull all of your expenses down and you're making an extra thousand dollars a month
Pedirle a alguien que va por delante que sea tu mentor le entrega estatus, y eso lo predispone a enseñar. Basta acercarse y decir que no sabes nada y que te encantaría aprender porque él es mejor que tú en eso: a cambio entregan gratis consejos que valen miles de dólares y años de vida. Lo único que lo impide es el ego, y ese marcador no existe fuera de esa relación.
And so if you go and say, hey, I don't know anything. I'm happy to learn. If you do that, then a lot of people are like, oh, well, he humbled himself. Well, yeah, I'm happy to teach you. And the thing is, is they'll give you advice that's worth thousands of dollars, years of your life for free if you just say, you're better than I am at this.
El criterio para escoger en que trabajar no es la pasion sino la interseccion de dos filtros: cosas en las que ya eres bueno y cosas en las que la gente ya esta gastando dinero. Esa combinacion es la que da mayor probabilidad de crear algo intercambiable en el mercado.
practical now so that we can give ourselves options later? So fundamentally, all we're going to look for are things that you're good at that people already spend money on because that creates a very high likelihood outcome of you creating something that you can exchange in the marketplace. Once you've decided on
Propone trabajar doce horas al día durante treinta días seguidos, sin fines de semana ni días sueltos de descanso, porque el punto es atravesarlo. Al terminar aprendes seis cosas: que no eres de cristal, cuánto más podrías trabajar, cuánto más rápido llegarías a tus metas, cuánto puedes mejorar cada día, que tienes esa marcha disponible si algún día la necesitas, y que hay gente trabajando más que tú y ganándote.
actually creating output. I encourage people to do something called the 12 by 30. All right. So it's, it's very simple and it's actually not as unsustainable as people would think. You work 12 hours a day for 30 days straight, no weekends. By the last day you realize, one, you aren't made of glass. Two, how much more you could be working. Three, how much faster you could be achieving your goals. Four, how much you could be getting better every single day. Five, you don't need to work like this forever, but if you need to do it for a season or for a reason, sometime in the future, you've got…
El miedo vive en lo difuso y desaparece en lo específico. Ante una decisión que asusta, pártela en pedazos y escribe los dos o tres pasos siguientes del peor escenario: en el mundo desarrollado el riesgo a la baja casi nunca es real.
and so there's this huge amorphous fear but I've just noticed in my life that fear only exists in the vague it doesn't exist in the specific if you're afraid of something try and break it into pieces and spell it out play out the next two or three steps
Ante cada persona y cada actividad, hazte una sola pregunta: con esto en mi vida, es mas o menos probable que alcance mi meta. Si la respuesta es menos, se quita. Hormozi lo aplica a amistades y a habitos, y sostiene que es mejor tener amigos que te obliguen a crecer que amigos que te aceptan como eres.
with this person in my life? Just think about it. Like if this person is in my life, is it more likely than my goals? Then remove them. Because it's better to have friends who force you to grow than ones who accept you as you are.
El orden de los cimientos es: primero, es tu culpa; segundo, gasta menos de lo que ganas; tercero, todo el excedente se gasta en generar mas ingresos. Con sueldo minimo no se ahorra hasta la riqueza, asi que el excedente va a comprar habilidades y experimentos, no a acumularse en la cuenta.
So, like, again, foundations. Like, first, it's your fault. Second, spend less than you make. Third, take all of the excess and spend it on making more. Because if you're making minimum wage, I'm going to say what you probably already know. You're not going to get ahead. Like, you're not going to save your way there.
Cualquiera puede copiar tus promesas, tus servicios, tu logo y tu nombre, pero nadie puede copiar lo que hiciste. Por eso Hormozi aconseja a los emprendedores jóvenes hacer contenido solo si están documentando de verdad lo que hacen, y no pasarse a modo profesor: lo que construye la marca es lo que haces, no lo que explicas.
you have to find that next gear. So the next point is that they cannot copy your proof. People want to gain reputations. They want to be known for certain things. They want to get status, but people can copy your promises. They can copy your services. They can copy your logo. They can copy your name, but they can't copy what you've done. I have sometimes younger entrepreneurs who reach out and they're like, hey, I want to build a big brand. And they're like, I want to start making content. But I advise them to only make content if they're truly documenting and don't transition into teacher…
La via mas rapida a la confianza es acumular pruebas: armarte una pila de evidencia innegable de que eres quien dices ser. La confianza llega como consecuencia de la evidencia y no al reves, asi que la palanca es hacer cosas -lanzar el negocio, correr el anuncio, tocar la puerta- y no trabajar la creencia por adelantado.
The fastest way to become confident is to build evidence. Build yourself a stack of undeniable proof that you are who you say you are. Here's exactly how to do that. This is brutally honest advice
La via mas rapida a la confianza es acumular pruebas: armarte una pila de evidencia innegable de que eres quien dices ser. La confianza llega como consecuencia de la evidencia y no al reves, asi que la palanca es hacer cosas -lanzar el negocio, correr el anuncio, tocar la puerta- y no trabajar la creencia por adelantado.
The fastest way to become confident is to build evidence. Build yourself a stack of undeniable proof that you are who you say you are. Here's exactly how to do that. This is brutally honest advice
Para identificar tu grupo de referencia, fíjate en quién te viene a la cabeza cuando estás a punto de tomar una decisión grande: esas personas cuya opinión pesas son tu referencia real. El filtro es simple: si esa voz no tiene lo que tú quieres, no la escuches, y solo acepta opiniones sobre tu vida de quien tenga sueños para ti más grandes que los tuyos.
And because of that, you're out the door. And so whenever you have these frictional moments where you are like, I think I should do this, but whoever that person is, whoever that voice is, if they don't have what you want, don't listen to what they say. Only listen to other people's opinions about your life if their dreams for you are bigger than yours. If they're not, disregard.
Aprendes más de tus primeras cien llamadas en frío o cien puertas tocadas que de cien libros o videos sobre el tema. La habilidad comercial solo aparece al ejecutar volumen real, no al consumir contenido.
from your first hundred cold calls your hundred cold knock on doors than you will from a hundred books or videos that you watch
Para predecir como te va a ir el proximo ano basta con mirar en que gastas el dinero y como esta tu calendario: donde inviertes es de lo que vas a tener mas. Mucha gente se sorprende de su cuenta bancaria a fin de ano, pero al ver su agenda y sus cargos de tarjeta el resultado es obvio.
Look at what you spend money on. Look at your calendar. And wherever you invest is what you will get more of. So many people are surprised when they look at their bank account next year and it's lower than they want it to be.
Vivir muy por debajo de lo que podrias permitirte libera caja para invertir con fuerza en el crecimiento del negocio: estar a la defensiva en el gasto es lo que te deja jugar a la ofensiva cuando aparece la oportunidad. Cada peso que subes tu tren de vida es una oportunidad que le regalas al competidor que si tiene el dinero disponible.
And so the idea is being on the defensive so that you can be on the offensive. It's living far below your lifestyle so that you can more heavily invest in the growth of the business. And so your lifestyle is your competitor's opportunity.
Repartir el esfuerzo entre tres o cuatro proyectos para ver cuál funciona deja cuatro escaleras de cuatro peldaños, ninguna capaz de superar el muro. Cualquiera de ellos funcionaría, pero ninguno funciona si no concentras todos los peldaños en uno solo.
is that oh I'll just do all three or four of these things and I'll see which one works when the reality is that any of them work but none of them will work unless you work on one
Vivir muy por debajo de lo que podrias permitirte libera caja para invertir con fuerza en el crecimiento del negocio: estar a la defensiva en el gasto es lo que te deja jugar a la ofensiva cuando aparece la oportunidad. Cada peso que subes tu tren de vida es una oportunidad que le regalas al competidor que si tiene el dinero disponible.
And so the idea is being on the defensive so that you can be on the offensive. It's living far below your lifestyle so that you can more heavily invest in the growth of the business. And so your lifestyle is your competitor's opportunity.
Si no tienes dinero y quieres hacer dinero, no puedes permitirte la vergüenza: hay que tocar puertas, llamar, mandar correos y mensajes pidiendo. Las puertas que cambian la vida no se abren solas.
if you have no money and you want to make money you should have no shame knock call email text
Antes dedicaba dos meses a construir un producto bueno y dos anos a marketearlo muy bien. La inversion correcta es al reves: dos anos a un producto excelente y despues no gastar ni un dolar ni un esfuerzo en marketing, porque se vende solo una y otra vez por su calidad.
What I used to do was spend two months building a good product and spend two years marketing that product with great marketing rather than spending two years on a great product and then for the rest of my life not having to
En su primera venta en el gimnasio dijo el precio, preguntó si quería inscribirse y aceptó que la clienta se fuera a buscar la tarjeta a su casa; salió convencido de que había cerrado. Los dueños de gimnasios que estaban afuera se rieron hasta quedarse sin aire cuando lo contó. La lección: mientras no haya cobro no hay cierre, y el que promete volver con la tarjeta casi nunca vuelve.
He's like, you closed her? And I was like, yeah. And he was like, with a credit card? And I was like, oh, no, she's going to go get it and she'll be back. And they just looked at each other and then looked back at me and then just started laughing at me uncontrollably. Like, couldn't breathe at how dumb what I had just said was.
En Gym Launch más del 70% de los clientes nuevos venía de anuncios pagados, pese a que Hormozi hacía contenido y tenía un libro. Sabiendo que quería vender la empresa, montó un equipo de outbound precisamente porque necesitaba un segundo canal muy distinto del principal, para que el negocio no tuviera un único punto de fallo.
sound super tactical, but I'm going to zoom out for you. So we at Gym Launch had, we were all paid ads for the most part. I made content. I had a book. There were things that were out there, but still 70% plus of my new customers came from paid ads. And I knew that if I wanted to sell the company, I would have to create a second acquisition channel that was very different from the primary one so that I could create more stability. So you don't have one item, one point of failure within
Un empresario de ocho cifras le dijo a Hormozi que si la economía del negocio funcionaba tan bien como decía, ese era el momento de ir con todo y doblar la apuesta sobre lo que funciona, porque alguien más grande copiaría el modelo y lo ejecutaría con su distribución, su audiencia y su apalancamiento.
really do work as well as you say they do when it gets easy is when you go hard it's when you double down on what's working and he said that to me
Solo hacen falta 20 horas de esfuerzo enfocado para ser decente en casi cualquier cosa: anuncios, hacer contenido, editar video o vender. El problema no es la curva de aprendizaje, es que la gente espera años antes de empezar su primera hora.
It only takes 20 hours of focused effort to get decent at anything. The problem is people wait years before they start their first hour.
Antes de concluir que un canal no sirve, enuncia la afirmación en voz alta y contrástala con los hechos: decir que los anuncios de Facebook no funcionan choca con los 400 mil millones de dólares al año que se invierten ahí.
Facebook ads don't work sure so the 400 billion a year in advertising that gets spent on Facebook just somehow doesn't work people aren't doing it
Llego a tener una agencia para quiropracticos, una agencia dental, el negocio de reflotar gimnasios y cinco gimnasios propios: ocho unidades en total. El resultado fue mucho ingreso y ningun dinero, porque solo alimentaba su ego y no su cuenta bancaria. El giro llego cuando Layla le propuso cortar todo salvo aquello en lo que era claramente bueno, lo que implico cerrar negocios y romper sociedades con gente que…
understand that. And so I had a chiropractor agency, a dental agency, a gym launch business where we did turnarounds. And then I also had five gyms of my own at the time. All right? Depending on how you want to describe it, I had five locations plus the three. So I had eight. It's a lot. All right? It's too much. And because of that, I was stressed out of my mind. I was so spread thin. And basically I had lots of things that generated revenue and I didn't make any money. The only thing that it fed was my ego, not my bank account. When did this big turnaround happen for me? Layla came into my…
Para estar en el 1% de los podcasters basta con publicar 21 episodios: el 90% de la gente no pasa del primero y el 9% no pasa de 20. El precio de la excelencia nunca fue tan bajo porque la gente abandona muy rapido.
to be a top 1% podcaster you have to upload 21 podcasts. 21! Top 1%. 90% of people don't get past 1. 9% don't get past 20.
Como no es una persona naturalmente enérgica, compró un mini trampolín de unos 100 dólares y saltaba antes y entre cada cita de ventas, a veces con el cliente entrando mientras él todavía rebotaba. Su argumento es empírico: intenta estar de mal humor arriba de un trampolín, no se puede. Sumaba movimiento de sangre y estado mental para la siguiente reunión.
And so I had a small trampoline that I would bounce on before and between every sales appointment. And it sounds ridiculous, but if you, I'm telling you, it's like a hundred bucks. If you buy one of those little trampolines and you bounce either between sales calls or between people, like I'd have people coming in as I was still bouncing. And I'd be like, I know this is ridiculous. I was like, but try and be in a bad mood on a trampoline. You can't do it.
Regla práctica para decidir dónde poner el esfuerzo: si algo está funcionando y avanza fácil, escala ese mismo movimiento; si se pone cuesta arriba, cambia de enfoque en vez de insistir con más volumen.
how do I do more of what's working right how do I keep going when it's easy do more when it's hard do different
En las llamadas de agendamiento intercala medias risas y chistes entre frase y frase para proyectar tono positivo y energía alta; el prospecto piensa que el que llama es buena onda y aparece más a la cita. Además ese tono deja margen para pivotear cuando llega una objeción: con tono neutro no hay rapport y no queda espacio para equivocarse.
So notice the half giggles between each word. Like it's showing that you're a positive tone person, high energy. Someone's like, man, this guy seems cool. Or this gal seems cool. Right. And so they're more likely to show up. They're more likely. Now, if I maintain that tone, if they give me an objection, I can pivot really easily.
En las llamadas de agendamiento intercala medias risas y chistes entre frase y frase para proyectar tono positivo y energía alta; el prospecto piensa que el que llama es buena onda y aparece más a la cita. Además ese tono deja margen para pivotear cuando llega una objeción: con tono neutro no hay rapport y no queda espacio para equivocarse.
So notice the half giggles between each word. Like it's showing that you're a positive tone person, high energy. Someone's like, man, this guy seems cool. Or this gal seems cool. Right. And so they're more likely to show up. They're more likely. Now, if I maintain that tone, if they give me an objection, I can pivot really easily.
La primera vez que cerró una venta de 500 dólares en su gimnasio tardó 30 minutos, y se dio cuenta de que la compra del mes le costaba esos mismos 500 y muchísimo más tiempo. Si todo el rato que dedicaba a comprar, cocinar, limpiar y lavar lo hubiera dedicado a vender, en un par de horas habría pagado todo eso. Compra tiempo como rico y cosas como pobre.
house, whatever else you do with more income earning time. I remember the first time I closed a $500 sale at my gym. I realized that that sale took me 30 minutes. And I knew that for me to buy groceries for the whole month four times would take me $500 and far more than 30 minutes. And so I thought to myself, my God, if all of that time I was grocery shopping and food prepping and cleaning up after myself and then doing laundry, if all of that time I could just sell more, in a couple hours, I could do all of that stuff for free. And my poor mind was like, hey, that's wasteful. You could be…
En cuanto comprobó que vendiendo podía generar 500 dólares cada 30 minutos, dejó de cocinar y de ir al supermercado para siempre: todo lo que valiera menos de 500 dólares la hora pasó a externalizarse de inmediato. Aclara que el consejo de austeridad extrema es solo para quien todavía no tiene la habilidad de producir ese dinero.
The moment I realized I could make $500 every 30 minutes by selling, I was like, oh, I'm never buying, I'm never cooking food or grocery shopping ever again. Anything that was less than $500 an hour was now immediately outsourced, right? But this advice is for people who are super broke, okay?
Un chico le escribio contando que su coach de negocios le hacia dedicar tres horas cada manana a caminar descalzo, diario de gratitud, lista del dia y bano de hielo, y ya no le quedaba energia para trabajar. Le dijo que cortara la rutina y la reemplazara por tres horas de trabajo; una semana despues le escribio diciendo que le habia cambiado la vida.
Cut the three-hour morning routine, replace it with three hours of work, and I promise you'll get more done. And he messaged me back a week later. He was like, dude, it
Antes de abrir su primer gimnasio pagó un mastermind de dueños de gimnasios, con la lógica de aprender de los errores ajenos antes de cometerlos: le pareció un trato casi injusto de lo bueno que era. De ahí salieron decisiones concretas de local, como no montarlo en cierto tipo de ubicación y asegurarse una buena fachada a la calle.
Once I started my gym, one, I paid for a mastermind for gym owners before owning a gym. And I did that because I figured, well, why would I start a gym until I learn all the stuff that you guys did wrong? I was like, I'll just learn from all y'all's mistakes. It sounds like a great deal for me. It almost felt unfair. I was like, yeah, okay. He said, don't start at one of those locations. He said, have good storefront.
Si haces la venta para crear la relacion con el cliente, el ano siguiente ese cliente vuelve a comprar y ademas entra uno nuevo; al tercer ano tienes los dos primeros mas el tercero, y eso compone. Si consigues al cliente solo para cerrar la venta, cada ano tienes que salir a buscar clientes nuevos para facturar lo mismo.
If you make sales to get customers rather than get customers to make sales, you make the customer the goal and then you get to keep that relationship. And then next year you still have that customer.
Antes de entrar en una oportunidad hay que listar todas las formas concretas en que se puede perder dinero, asignar a cada una una probabilidad razonable y después multiplicarla por tres, porque el optimismo del emprendedor infla siempre la estimación. No ver ningún riesgo no significa que no lo haya: es un índice de lo poco que sabes del asunto.
Nine, if you don't know how you can lose money in something, then you're going to lose it. Think about this for a second. If something looks amazing and you're like, dude, there's no way I can lose money on this. You're absolutely going to lose your ass because of how little you actually know. And so you have to figure out one, what is my downside and all the different ways that downside can occur and then attach a reasonable likelihood that that happens and then probably multiply it by three. Because whenever you have your rose colored glasses on, you're an entrepreneur or you want
Si te sientes un impostor suele ser porque efectivamente te estas presentando como algo que no eres. Presentar algo de un modo que sabes que se percibira distinto de la realidad es mentir. La salida es decir los hechos y la verdad tal cual; si esos hechos no resultan atractivos ni te dan estatus, entonces trabaja hasta que la verdad sea atractiva, en vez de maquillarla.
want to eliminate imposter syndrome, just stop lying. When I say lying, people are like, I don't lie. If you present something in a way that you know is going to be perceived differently than what reality is, posturing, in my opinion, lying, you're misrepresenting. What you want to be able to do is state the facts and tell the truth, period. And then if those facts and truth are not compelling and do not get you status, then change the facts and change the truth. Meaning not that you lie about them, but you work so hard that the truth is compelling. And sometimes that takes time. But I
Buscar el plan perfecto es una forma de postergar: cualquier plan se va a modificar apenas llegue informacion nueva del terreno. La instruccion es empezar, punto, y aprender sobre la marcha; en la practica la mayoria ya sabe cuales son los primeros pasos obvios y los retrasa bajo el disfraz de investigar mejor.
But the reality is that your plan is always going to change as soon as you get new information. And so the point is to start, period,
Ganar 40 mil al mes y gastar 40 mil deja en el mismo modo supervivencia que ganar poco. Ganando 40 y gastando 4, cada mes acumulas diez meses de vida: en dos meses tienes veinte meses cubiertos, y recién ahí puedes ponerte agresivo y apostar los 36 restantes. La distancia a la que puedes pensar es función directa del dinero guardado.
If you make 40 grand a month and spend 40 grand a month, you're going to be in the same survival mode. But if you make 40 grand a month and spend four, you're going to have every month you make 10 months worth of income. And so in two months, you've got 20 months saved up. You're good. And then you can get super aggressive with that other 36 and start really betting to double down.
Hormozi define el compromiso como la eliminacion de alternativas: casarse es eliminar a todas las demas personas, y entrar en una sociedad con clausula de exclusividad es eliminar todos los demas negocios. Si quieres saber si alguien esta comprometido, mira que alternativas elimino.
I define commitment as the elimination of alternatives. If you get married, you eliminate all people of whatever sex you're married to that are not that person. Actually, you eliminate everyone who's not that
Casi todo insulto o juicio se puede reducir a una frase: no vives tu vida como yo preferiría. Traducido así, la respuesta es evidente: por eso tú vives tu vida y yo la mía, y el comentario deja de doler.
having a preference about how I'm living my life. And so you can boil almost all insults or judgments down to this statement. And I think like, I hear this, I translate it when I hear, hey, you do not live your life in a way that I would prefer. So they're like, you know, you shouldn't. I do not live my life in a way that you would prefer. And that's okay, because that's why you live a life that you prefer and not a life that I would prefer. And that's why you live your life and I live my life.
A los 23 años, con 50.000 dólares ahorrados de sus años como consultor —todos sus ahorros—, gastó 10.000 en un coach y un mastermind de dueños de gimnasios cuando todavía no tenía gimnasio. La lógica: entrar a la sala donde ya cometieron los errores de layout, ubicación y modelo antes de cometerlos él.
I was 23 years old. It was my life savings. I spent $10,000 to get a gym coach. I joined a mastermind for gym owners. Fun fact though, I didn't have a gym.
Cuando alguien dice que tiene demonios, que se autosabotea o que arrastra temas con sus padres, lo que en realidad describe es que bajo ciertas condiciones se comporta de una forma que no le sirve. Eso no es un fantasma: es una habilidad que no tiene, y las habilidades se aprenden con exposicion y repeticion.
You're not self-sabotaging. You don't have mom or dad issues. What you have is a lack of skills in how to behave in a certain
Limpiar la casa, lavar la ropa, comprar la comida, prepararla y recogerla le cuestan al estadounidense promedio unas 96 horas al mes, y delegarlo todo cuesta alrededor de 1.500 dólares mensuales. De ahí sale un punto de corte: si ganas más de 15 dólares la hora, comprar ese tiempo es la decisión lógica, y además son horas de energía, no de estar sentado.
and some. Let me put some real numbers to this. So the average American spends $1,500 a month on 96 hours of work. And that breaks down roughly to cleaning their house, cleaning their clothes, buying food, preparing food, and cleaning food. I'm not even going to get into the four hours a day that the average person spends on social media and watching television. You're going to keep doing that. So I'm not even going to try to convince you not to. But if you just replace those things that you probably don't want to do, it costs about $1,500 per month. And so as long as you make more than $15…
En una organizacion la decision sobre cada area deberia tomarla la persona con el estandar mas alto para esa area, no la mas antigua ni la que tiene mas acciones. Si alguien cree que el marketing debe ser mejor de lo que cree el dueno, esa persona deberia dirigir el marketing, sea su primer dia o el numero mil.
opinion, the person who should make the decision in every organization is the person who has the highest standards, not the person who's most senior, not the person who has the most shares, it's the person who has the highest standards for whatever it is. Our marketing should be at this level. If the owner thinks it's less than that person should be the person who's running marketing. If somebody else thinks the product needs to be this good and someone else thinks it'd be less, that person should be in charge, whether it's their first day or the thousandth day. The person who has the highest…
Un vendedor escribió un millón de dólares en una pizarra, le preguntó a una asistente cuánto ganaba, ella dijo 50.000, y él respondió que le está pagando a la realidad 950.000 dólares cada año por no saber ganar un millón. El valor de una habilidad es la diferencia entre lo que ganas y lo que podrías ganar, y ese encuadre convierte un precio alto en un descuento.
$50,000. And he said okay well right now you pay reality $950,000 every single year for not knowing how
Construir marca es curar un jardin donde casi cualquier cosa que no sea la flor que quieres cultivar es maleza, aunque en si misma sea una flor bonita. Cualquier asociacion que no sea la que buscas resta por defecto, porque diluye la asociacion que estas tratando de construir.
those things by default detracts from it because it dilutes the association. Branding is like curating a garden where pretty much anything but the flower that you're trying to grow there is a weed.
Cuando aparece el impulso de dejar el trabajo o de comer algo dulce durante una dieta, hay que poner un temporizador de 20 minutos en vez de ceder. El antojo casi nunca dura tanto, a veces se va en cinco minutos, y el mismo mecanismo sirve para sostener el foco en el trabajo.
and this is where repetitions help, it only lasts like 20 minutes. So if you ever do this, by the way, dieting hack, is just set a timer when you're like, man, I really want something. Wait 20. And if you still want it, which you rarely do, because it usually lasts less than 20, sometimes just five, it'll just go away. And the same thing happens with focus. But we then just
No escuches a los que están más cerca de ti, escucha a los que están más cerca de tu meta. La gente cree que se compara con sus mentores y héroes, pero su grupo de referencia real son las voces que oye justo antes de tomar una decisión importante; si esas voces no están cerca de tu objetivo, no deberías escucharlas.
cost fallacy. And the thing is, is don't listen to the people who are closest to you. Listen to the people who are closest to your goals. And so a lot of people like to think about how they have these mentors and these heroes. But the most important group is your reference group. And your reference group is who you compare yourself to. But the thing is, is that people think they compare themselves to their mentors and their heroes, but they don't. Who you compare yourself to is who influences your decisions. So the voices you hear, the voices you listen to when you're about to make a big…
No empezo a vender consejos de perdida de peso despues de bajar cinco kilos: tenia varios records estatales y se le notaba en el cuerpo. Y no enseno a llevar gimnasios teniendo uno: tenia seis gimnasios a los 26 anos, financiados con su propio flujo de caja. La evidencia tiene que ser tan grande que la pregunta la haga el otro.
And so it wasn't like I lost 10 pounds and then tried to start selling, you know, weight loss advice. I had multiple state records. And I, like, I looked good. You know what I mean? Like, I was in very good shape. And then people started asking me about it. And then I didn't have one gym and start telling people, hey, here's how you run a gym. I had six gyms by the time I was 26.
Estuvo muy cerca de no vender Gym Launch porque creia que 46 millones de dolares no bastarian para impresionar a un colega concreto, alguien que ni siquiera era familia ni amigo. Al identificar de quien era esa voz y preguntarse si queria darle a esa persona el control de su vida entera, la duda se disolvio.
for? Whose judgment do you care that much about? And so I will tell you the story. I almost didn't sell Gym Launch because I thought that $46 million was not enough to impress a specific colleague of mine. Real talk. I was very, very hesitant to sell the company. And the main reason is because I thought that they would think that that wasn't that impressive. And when I thought about that, I was like, wow. I was like, and this wasn't family. This wasn't friends. This was just kind of a colleague
Hay conocimiento declarativo, enterarte de que algo existe, y procedimental, saber ejecutarlo. Pagar por acceso a redes, salas y personas compra sobre todo lo primero: estrategias fiscales, de inversión, de marketing y modelos de negocio que no sabías que existían. Antes de invertir tiempo, trueque o dinero conviene tener claro cuál de los dos estás comprando.
of things that you can learn. And so if you're trying to pay down ignorance, you got to know what you're buying. So you can learn about something, something that exists that you didn't know existed. And then you can learn how to do something. And so one is called declarative knowledge, knowledge of existence. The other is called procedural knowledge, which is knowing how to do it. And so if I explained to you that private equity exists, and this is how you can buy, package, and sell a business for a lot of money, now you know about it, which is a prerequisite for learning how to do it. And so…
Al final solo hay intercambios: lo que tienes y lo que quieres. La pregunta útil es qué cosas de las que tienes hoy estás dispuesto a cambiar por las que quieres. Todos intercambian, incluso empezando de cero, porque incluso en cero ya hay cosas en tu vida.
accept is sacrifice. We have to give up some things to get others. And so like at the end of the day, like all we have are trade-offs. We have what we have and what we want. And the question is, what are the things that you currently have? Are you willing to trade for the things you want? And I think there's such a perfect way of thinking about it. Like you have everything in your life right now that you're going to have to trade. Like everyone trades. Everyone starts even when you're at zero. You have things in your life. And you have to trade those things for things
Aprendemos por correlaciones falsas del tipo los altos juegan al basquet, asi que jugare basquet para crecer. El mejor consejo es imitar lo que alguien hacia mientras se abria camino, no lo que hace ahora en lo alto de la montana: suponer que Warren Buffett es rico porque bebe Coca-Cola es el mismo error.
So the better advice is to look at what someone was doing on their way up in the grind, mirror that more than what they're currently doing at the top of the mountain.
Los resultados no aparecen hasta que se cumplen todas las condiciones, como una tuberia con varias valvulas: si abres tres de cuatro, el agua sigue sin salir. Cuando algo no funciona, en vez de decir que la vida es injusta conviene preguntarse que condicion falta por cumplir, porque lo que hiciste puede haber funcionado y simplemente no bastar todavia.
discrepancies. Because most outcomes don't occur until you've met all of the conditions, like a pipeline. All right. So let's say you've got this pipeline here and you've got these valves. These are the valves. You've got this water that's coming here. And let's say once you get all the way through, the water comes out the other side. These valves have to open. You have to open this thing, open each of these valves. And let's say you've checked off three of the four boxes. The water is still going to be stuck here. You're still not going to get the water through. And so the thing is, is that…
Antes de ganar el primer dolar hay tres niveles previos: nivel uno, aceptar que es mi culpa; nivel dos, usar lo que tienes y no lo que desearias tener; nivel tres, entender que la meta no son cien pasos adelante sino solo el paso siguiente.
But if you can reframe it from that experience points perspective, that there's probably three levels before that. You have to, like, level one is that you have to understand that it's my fault. Level two is that you have to use what you have, not what you wish you had, to get to where you want to go. And where you want to go isn't 100 steps forward. It's just the next step.
La frase correcta no es «esto no funciona» sino «no sé cómo hacerlo funcionar» o «todavía no soy lo bastante bueno para hacerlo funcionar». El reencuadre devuelve el problema a tu terreno, donde sí puedes actuar.
what you have to reframe it as is I don't know how to make it work I am not good enough to know how
Puedes medir cuánto poder tiene alguien por el tiempo que pasa entre que toma una decisión y que esa decisión ocurre en la realidad. Si quieres sentirte impotente, alarga todo lo posible ese intervalo.
you can measure how powerful someone is by the distance between when they make a decision and when it happens in reality so if you want to feel impotent then take as long as you possibly can between when you make a decision and when you act on that decision
El ingreso pasivo no es una categoría aparte sino un extremo de un espectro: todos ganan dinero mientras pasa el tiempo, así que todos tienen un dólares por hora. La pregunta útil no es si algo es pasivo, sino cuál es tu retorno sobre el tiempo, o cuánto haces por hora.
and so I would eliminate active versus passive and simply say what is my return on time or how much do I make per hour
Todo el trabajo de ventas y marketing consigue exactamente una venta. Entregar un producto excepcional y construir una reputacion excepcional alrededor de ese producto es lo que consigue todas las ventas siguientes: siempre podras vender lo proximo si cumpliste con lo primero.
And so when I realized that, I was like, all of this sales and marketing stuff gets you one sale. Delivering exceptional product and exceptional reputation around your products gets you every other sale after that.
Foco es una palabra vaga hasta que se mide, y se mide por la cantidad de cosas a las que dices que no, o al revés, por lo pocas a las que dices que sí. La persona más enfocada del mundo dice que sí a una sola cosa y que no a literalmente todo lo demás.
Let me make focus real for you. Focus is a very amorphous term. Focus is measured by the amount of things you say no to. And inversely, you could measure it by how few things you say yes to. Meaning the most focused person says only yes to one thing and says no to literally everything else.
En una conferencia una mujer se levanto y dio seis razones por las que el metodo no le serviria a su negocio. En vez de rebatirla, Hormozi le respondio: tienes razon, nunca vas a poder hacer que esto te funcione. Ella se enojo y le contesto sola por que si iba a funcionarle. Llevar la objecion a su extremo obliga al otro a defender la version contraria.
And she stood up and said, let me give you six reasons why this isn't going to work for my business. And so she went down her list and I was like, uh-huh, So I got to the end of the whole thing and she said, and that's why this isn't going to work for my business. And I was like, you're right. You'll never be able to make this work for your business. And she looked at me, like, angry. And she lashed back. She's like, yes, I will.
Su desafío concreto es trabajar 30 días seguidos, de 10 a 12 horas diarias. Al terminar descubres tres cosas: cuánto trabajo eres realmente capaz de hacer, que no te vas a morir, y que tienes esa marcha disponible cuando la situación la exija.
my challenge for you is work 30 days straight work 10 work 12 hours a day 30 days straight what you will realize at the end of this
En una conferencia una mujer se levanto y dio seis razones por las que el metodo no le serviria a su negocio. En vez de rebatirla, Hormozi le respondio: tienes razon, nunca vas a poder hacer que esto te funcione. Ella se enojo y le contesto sola por que si iba a funcionarle. Llevar la objecion a su extremo obliga al otro a defender la version contraria.
And she stood up and said, let me give you six reasons why this isn't going to work for my business. And so she went down her list and I was like, uh-huh, So I got to the end of the whole thing and she said, and that's why this isn't going to work for my business. And I was like, you're right. You'll never be able to make this work for your business. And she looked at me, like, angry. And she lashed back. She's like, yes, I will.
Existe la deuda financiera, pero la mas grande y cara es la deuda de ignorancia: el costo de lo que no sabes y deberias saber. Son las habilidades y el conocimiento que te llevarian mas rapido y mas lejos y aun no tienes, y la unica forma de pagarla es fallando hasta obtenerlos; si no fallas, nunca los consigues.
money potholes? So number six, pay off your debt. Now I'm going to hit you with something you probably haven't thought of before, which is there are many kinds of debt. There's obviously financial debt, but the biggest and most expensive debt is ignorance debt. It's the cost of what you do not know, but should. And to be clear, I still pay off ignorance debt every day. It's the debt and skills and knowledge that I should know to get faster and further to where I'm trying to go, but I don't.
El libro que leyó sobre cómo montar outbound decía que tomaría un año; él pensó que siendo bueno en marketing y ventas lo haría en 12 semanas, y tardó exactamente los 12 meses del libro. La primera venta llegó a los 90 días, mientras ya estaba invirtiendo en equipo, software, formación y consultoría.
the business. And so I remember reading this book about how to set up outbound and it said it will take a year. And I said, I'm really good at marketing. I'm really good at sales. It'll take me 12 weeks. And it took 12 months, like the book said. And so when I walked through that, what was interesting is it took 90 days for us to get our first sale. And the whole time I'm investing in this team, I'm investing in software, I'm investing in training and consulting to like learn how to get all this stuff going just to get our first sale. But that's not very good for the amount of time and effort
Hay cuatro niveles de relacion con el costo de una meta. Nivel cero: creer que deberian dartelo gratis. Nivel uno: ofrecer 30 cuando el precio son 300 y quejarte. Nivel dos: pujar, subir de 30 a 50 a 100 hasta llegar a los 300 y llevarte el resultado. Nivel tres: ser fuente, es decir, fijar tu mismo el precio y el estandar sin esperar la aprobacion del mercado.
of this. So let's, I'll break this down. So the zero level of trade-offs is should. You just say you should get it for nothing. The next level is too much. So you say it's 30 bucks, but it's actually 300. And you say it should. The next level is bidding. So you bid. So you say 30, 50, 100, and you find out that you're insufficient and you keep going up. The final is source, which is where you determine the price. And this is often, in my opinion, where you create your reality. So it's
Ante cada persona cercana hay una sola pregunta, y es binaria: ¿aumenta o disminuye la probabilidad de que alcance mi meta? No hay punto medio, y si la respuesta es disminuye, hay que sacarla. Lo ilustra con números: si partes con 100% de probabilidad y tienes tres amigos que te restan un 30% cada uno, te queda un 27%.
And so if you look at your friends and you ask yourself, does this person increase or decrease the possibility of failure with my goal? It's very easy to answer that question. It's yes or no. It's increase or decrease. There's no in between. Do they increase or they decrease my possibility that I get to my goal? If the answer is decrease, then get rid of them. Because imagine that you have 100% chance of hitting your goal and you have three friends that have a 30% decrease.
La gente aceptaría pagar 100.000 dólares por duplicar su negocio en un año, pero abandona cuando pierde 5.000 el primer mes y otros 5.000 el segundo, y concluye que los anuncios o el outbound no son para ella. La forma real de la curva es perder 5k, 5k y 5k, y un mes facturar 25k y al siguiente 50k: como dicen en Wall Street, pasa más lento de lo que esperas y después más rápido de lo que puedes imaginar.
one, they drop 5k and then they lose 5k. And then month two, they lose 5k again. And then they say, ah, ads aren't for me. Ah, outbound's not for me. But the thing is, is that the way it actually feels is that you lose 5k, you lose another 5k, you lose another 5k. And then all of a sudden one month you make 25k. And then the next month you make 50k and you make all of this back and some, but it happens all at once. And so there's a saying on wall street that I like, which is it happens slower than you expect. And then faster than you can imagine. And they talk about that when
Para quien tiene menos de 100 mil dólares ahorrados y quiere pasar esa línea, la lista es concreta: uno, dejar de comer fuera y comprar solo en supermercados de descuento; dos, no comprar ropa nueva e ir solo a tiendas de segunda mano; tres, asistir únicamente a eventos de amigos que sean gratis, incluidas bodas, despedidas, cumpleaños y salidas de jueves.
One, stop eating out, discount groceries only. Two, stop buying new clothes, go to Goodwill only. Three, only attend free friend events. All right? So think of what I just said. Think about all the events that friends will tell you to come to. Weddings, bachelor parties, birthdays, just nights out because it's thirsty Thursday, whatever. Only attend free friend events.
La meta-habilidad que ordena todo lo demas es aguantar sin recompensa inmediata el tiempo suficiente para llegar al primer resultado: la primera venta, el primer lead que llega desde anuncios, los primeros cien seguidores. Esa primera senal es desproporcionadamente fuerte y es la que enciende la obsesion que sostiene el resto.
And then when they do get that first feedback loop, like, holy shit, I made my first sale. Holy shit, I got my first lead from ads.
De todos sus amigos que hoy son millonarios y billonarios, sin excepción, todos empezaron en un entorno de venta de alto volumen: puerta a puerta, llamada en frío o algún negocio presencial con muchísimas conversaciones diarias con desconocidos. Y no por un mes ni por seis: por tres a cinco años siendo un representante anónimo que vendía membresías, seguros o paneles solares.
Of all of my friends who are since millionaires and billionaires, to a person, they started in what I would consider a high volume sales environment. So that's either door knocking, cold calling, or some sort of in-person business where they had many, conversations with strangers on a daily basis. And I'm talking not like a month or six months. I'm talking like three, five years where no one knew their name. They were just some faceless representative that stood there at the door, saw people, sold memberships, sold insurance, sold solar, sold whatever.
La emoción por una idea nueva se apaga rápido: primero se vuelve neutra, después preocupación y estrés, y ahí es donde empieza el trabajo de verdad. Es la vieja idea del culturismo de que las repeticiones que cuentan son las que vienen después del fallo; medido así, cambia por completo cuánto crees que trabajas.
this is amazing, right? This is so good. The thing is, is that once you become neutral and then you become worried and stressed, this is when work begins. And so in the bodybuilding world, they'd be like, okay, once you have achieved failure, that is where your working reps begin. It's an old school bodybuilding saying, I'm sure the science bros will be upset about it. But I think that it very much qualifies for how it relates to work in this world is that your motivation fades very quickly. It's that work begins once motivation stops. And I think if you measure it that way,
Todo el trabajo de postular a un empleo (currículums enviados, entrevistas, contactos) rindió una sola venta: una persona que dijo que sí y te pagó por trabajar. Prospectar clientes funciona igual, así que quien aguantó ese nivel de rechazo buscando trabajo ya sabe que puede aguantarlo vendiendo.
of resumes that you send out think about all of that and all of that work got you what I would consider one sale you got one person to say yes to you
Hay dos tipos de conocimiento: el declarativo (saber sobre algo) y el procedimental (saber hacerlo). Mucha gente los confunde y cree que por ver diez videos sobre cold outbound o sobre cerrar una operación ya sabe ejecutarla.
and so a lot of people mistake declarative knowledge for procedural and so they mistakenly think that if they watch 10 videos
Los malos vendedores intentan tener un par de buenos dias, los buenos vendedores encadenan rachas calientes y los grandes nunca se enfrian. Estar en racha no es magia: son conductas concretas -pausar distinto, dejar silencios mas largos, hacer la pregunta, cambiar la tonalidad- y por eso se pueden entrenar y sostener en cada llamada.
The best salespeople, bad salespeople try and have a couple good days. Good salespeople get on hot streaks. Great salespeople never get cold.
Se le puede ganar a la mayoría en casi cualquier cosa con un año de constancia, y volverse competente en una habilidad toma unas 20 horas. El problema es que la gente tarda diez años en registrar esas primeras 20 horas: lo difícil no es la complejidad, es la consistencia.
with it for a year you can become competent at just about any skill in 20 hours it's just that people wait 10 years to get the first 20 hours logged
Tomando la idea de Naval, hay una temporada de exploracion en la que pruebas muchas cosas y dices que si a todo para descubrir en que tienes facilidad, y otra de explotacion en la que cortas lo demas y vas a fondo en una sola. La clave es entender que el periodo amplio nunca es el periodo en el que se gana dinero; a el le tomo unos cinco anos pasar de uno al otro.
there are seasons of life, right? In the beginning, you're in exploration. I grabbed this from Naval and I really love it. Later on, you get into exploitation, which is where you go all in, right? And so the thing is, is that in the beginning, you're tasting lots of stuff. You're trying to figure out what you are good at or have some proclivity towards. When you have that proclivity, then it becomes very clear. Now is the time to cut everything else so that we can focus and go deep, right? So you go broad in the beginning so that you can figure out what you to go deep on. The broad period…
Decimos que nos frena la sociedad, pero casi siempre son una o dos personas concretas. Cuando Hormozi redujo su miedo a vender a la voz de una sola persona que lo iba a mirar en menos, la pregunta pasó a ser si le daría a esa persona poder sobre toda su vida, y la decisión se destrabó.
and when I was able to narrow it down to just that one person's voice I thought to myself am I going to give that person power over my entire life which is literally
Si pudiera hablar con su yo de veinte anos le diria que hay dos cosas que no entiende y que le cambiarian la vida: la marca y el producto. En sus veinte fue obsesivo con ventas y marketing porque tenian ciclos de feedback rapidos, y ese dinero rapido le hizo creer que iba por el camino correcto cuando jugaba al juego equivocado.
there's two things that you don't understand that will massively change your life. You don't understand brand and you don't understand product because I was obsessive in my 20s on sales and marketing and
Tener un buen argumento de por que la culpa es de otro no ayuda: aquello a lo que le echas la culpa es tambien a lo que le cedes el control. Si dices que no triunfas por tu madre, por una ley o por un partido politico, esa cosa manda sobre tu vida y tu negocio. El primer paso para salir es decir: es mi culpa.
And the thing is, is that people have this belief that because they have a strong argument for why it's something or someone else's fault, that that somehow helps them. And it just doesn't. Because whatever you cast blame to is where you also cast power to. And so, if I say, I can't succeed because my mom didn't love me, guess who controls me? My mom.
Tener un buen argumento de por que la culpa es de otro no ayuda: aquello a lo que le echas la culpa es tambien a lo que le cedes el control. Si dices que no triunfas por tu madre, por una ley o por un partido politico, esa cosa manda sobre tu vida y tu negocio. El primer paso para salir es decir: es mi culpa.
And the thing is, is that people have this belief that because they have a strong argument for why it's something or someone else's fault, that that somehow helps them. And it just doesn't. Because whatever you cast blame to is where you also cast power to. And so, if I say, I can't succeed because my mom didn't love me, guess who controls me? My mom.
Lo que llegarás a ganar depende de tres cosas que se multiplican: el valor total que creas para toda la gente para la que lo creas, tu capacidad de negociar qué parte de ese valor te quedas, y cuánta gente más puede crear ese mismo valor. Puedes generar millones vendiendo y negociar bien, pero si otro hace lo mismo por unos cientos de miles al año, tu puesto desaparece.
The more money you make other people, the more money you make. And so the amount of money that you will be able to make in your career comes down to three variables. Number one is the value that you're able to create in total for all of the people you create it for. Times. Your ability to negotiate how much of that value you're able to get. Times. Number three, which is the amount of other people who can also create that value. And you have to have all three. Because for example, if you develop a skill of sales and you can create millions of dollars in value for a company, and you're really…
Durante los 20 meses en que Gym Launch pasó de cero a 4,4 millones de dólares al mes no bebió absolutamente nada; recién cuando el negocio se estabilizó se permitió volver. Con acquisition.com escalando ahora, él y Layla decidieron parar otra vez por tiempo indefinido. Su prueba de decisión es invertir el argumento: intenta sostener que beber más te acerca a tus metas.
When I had my intense periods of work I would take off for a long, long time. So the longest I took off was two years while I was scaling gym launch from, you know, the 20 months we went from zero to four and a half million a month. 4.4 to be technical. I didn't drink that whole period. And once things settled out I was like, all right, I'm willing to drink again. And right now acquisition.com is scaling like crazy. And so Layla and I both said, let's just stop drinking for the foreseeable.
Seguir la pasion es mal consejo porque la pasion es vaga: es dificil saber si te gusta mas una cosa que otra, pero si puedes saber en cual eres mejor. Normalmente nos apasiona aquello en lo que nos volvemos buenos, no nos volvemos buenos en lo que nos apasiona, y ademas disfrutar algo no garantiza ni que seas bueno ni que puedas cobrarlo.
well, which bets do I take? So number two, don't follow your passion. So passion is vague. And so it's very difficult to say, I like this thing more than this thing. But what you can say is I'm better at this than that. And so passion usually then comes from competence, not creates competence. And so we usually like things that we get good at rather than getting good at things that we like.
Los principiantes se paralizan porque suponen que el mundo funciona como el colegio, con una unica respuesta correcta y una nota inmediata. La realidad tiene muchos caminos correctos y una sola respuesta equivocada: no hacer nada. Y esa es justamente la que elige la mayoria.
and only has one right answer. But reality is that there are many right answers with only one wrong answer, which is doing nothing. And that's the answer that most people pick.
Hormozi asumia como normal tener que salir cada mes a tocar puertas, llamar, mandar DMs y poner anuncios para conseguir otros 20 clientes solo para pagar las cuentas. El error fue no haber invertido ese tiempo en su reputacion y en la calidad del producto para que los primeros cien clientes no se fueran nunca.
And that next month I'm going to have to get another 20 just to keep the lights on rather than having spent more time on my reputation and the quality of my product so that when I sold the first hundred, they would never leave again.
El negocio que gana cuando se enfría la demanda es el que ya tiene generación de leads confiable desde múltiples fuentes, un equipo capaz de operar el negocio sin el dueño y márgenes que siguen subiendo. Montar eso antes de la caída es lo que permite quedarse con los clientes que sueltan los lentos.
more reliable lead gen from multiple sources and a team that's in place that can actually continue to run the business and potentially continue to increase your margins
La gente se queja porque cree estar dando un esfuerzo de 10 sobre 10, cuando en realidad hace una decima parte del trabajo que su meta exige. Un esfuerzo de 10 sobre 10 para una meta de 100 mil dolares es un 1 sobre 10 para una meta de un millon; el trabajo real empieza por medir con honestidad la brecha entre lo que haces y lo que la meta pide.
come, is that they believe they're doing 10 out of 10 work, right? They're like, I'm doing, this is 10 out of 10 hard for me right now, but they're actually only doing one 10th of the amount of work that it takes to get to this goal. And so they might be doing a 10 out of 10 work for a hundred K goal, but they're doing a one out of 10 work for a $1 million goal. And I think a lot
Cuando no vienes de un entorno donde hay gente que gana mucho dinero ni conoces emprendedores exitosos, tienes que pedir prestada la vara de medir de otro: preguntarte si este es el estandar que perseguiria Elon, Bezos o Jobs. Si no lo es, la pregunta es por que lo estas haciendo asi.
that you basically have to borrow someone else's measuring stick. And you have to say is this the standard that Elon would pursue? Is this the standard Bezos would pursue? Is this the standard Jobs would pursue?
Si puedes gastar 50.000 dólares para aprender una habilidad que vale un millón al año, cada año que no lo haces pierdes 950.000 dólares que habrías ganado. El error es hablar de la formación con lenguaje de pobre y no de inversor: a una inversión nunca se le dice cara, solo tiene un costo y un retorno, y aquí el activo eres tú.
that education is the difference between where you're at and where you want to go. And so that's why if I want to if I want to become a deck a billionaire, then I should be willing to pay everything that I have in order to gain the skills to experience the knowledge in order to get there. And so if there's a way that you can spend $50,000 in order to learn a million dollar per year skill set, then every year you don't do it, you lose $950,000 that you would have made if you had made that investment. And so the key point here is that we use poor people language when we talk about education…
El consejo de trabajar con cabeza y no con esfuerzo solo funciona cuando compites contra gente poco inteligente. Contra otros inteligentes lo único que queda es trabajar duro: quien trabaja con cabeza pero poco pierde contra quien trabaja con cabeza y duro. Su punto once es hacer las dos cosas, no elegir.
if you want to be the best. Like you've probably heard the, you know, work smart, not hard, right? That only works when you're competing against people who are not smart. If you compete against other smart people, the only thing you will have left is to work hard. If you work smart, not hard, you will get beaten by someone who works smart and hard. And if I don't know about you, I would rather be that person because at the end of the day, I would like to just win. And that is point 11,
Los negocios más copiados son justamente los que no miran a la competencia: empiezan poniendo al cliente primero y por eso hacen lo que de verdad funciona, que es lo que los demás terminan imitando.
fundamentally you start by focusing on the customer and if you always put the customer first everyone will copy you because you're actually doing the thing that will work
Los creadores con mejor contenido que no despegan fallan en el contexto: no tienen prueba. Hay que resolver primero la evidencia, porque entonces sabras de que hablas y ademas la gente te creera.
And the reason is because of the context. They don't have the proof. And solve for the proof and then the content will take care of itself.
Cuando alguien culpa al entorno, pidele un solo ejemplo de una vez en que culpar a algo externo lo haya hecho mejor. No lo va a encontrar. De ahi se sigue que no se puede querer mejorar y sostener la culpa al mismo tiempo: hay que elegir una de las dos.
Like, give me one instance. One example. This is to anyone who's listening to this. One example of when you blame something else and it made you better. One. You can't find it because it's fundamentally not true. And so you cannot both desire to get better and also maintain blame.
Publico dos podcasts por semana durante cuatro anos y medio sin fallar uno solo, y al final de ese periodo estaba en 2.000 a 3.000 descargas mensuales, unas 200 por episodio. Se lo tomaba como dar una charla a un auditorio de 200 personas que le prestan sus oidos para que el practique.
a week straight. Didn't miss. And guess how many podcast downloads I was getting per month at the end of that? 2,000 to 3,000 downloads a month.
Hormozi se muda geográficamente siempre que ve la oportunidad de estar cerca de alguien mejor que él: para entrar al negocio de gimnasios se fue al sur de California, la capital del fitness, sin conocer a nadie, porque ahí estaban los mejores y ganar ahí significaba poder ganar en cualquier parte.
And before I tell that story I move geographically whenever I see an opportunity to get around someone who's better than me. And so when I wanted
Dos cosas cambiaron el podcast tras cuatro anos y medio planos: le cambio el nombre de Gym Secrets a The Game para que aplicara a mas gente, y vendio una empresa por 46 millones de dolares. La segunda es la que de verdad importo, porque hizo que la gente se preguntara que tenia el para decir.
to just the game which was a business thing so it made it more applicable to more people. And the second thing and here's the real one is that I sold a company for 46 million dollars.
Su primera compra de información fueron 10.000 dólares, pagados con dos años de ahorro; después entró a salas de 25.000 y 35.000. Pagó por estar en una sala de dueños de gimnasios cuando todavía no tenía gimnasio, y en una de marketing en internet sin tener ese negocio, para arrancar bien desde el principio en vez de empezar mal y tener que corregir.
When I started, I paid to get into rooms. I paid $25,000, $35,000. And you're like, wait, I don't have that right now. I get it. Well, you pay $10,000 was the first thing I ever bought that was information based. That's what I was the first thing I ever invested. And how was I able to do that? Because I had saved for two years and I'd say 50 grand up. And so for me, I was like, okay, this is the direction I'm going in. I'm going to invest in learning. And when I got in that room, the first room I was in was a gym owner room and I didn't have a gym. And I paid to be in that room so that I…
Cuando apuestas dinero en algo y no funciona, no vuelves a cero: quedas donde estabas mas una experiencia. Con dieciocho experiencias acumuladas subes de nivel. En los videojuegos se llaman puntos de experiencia por algo, y ese marco es lo que evita abandonar tras el primer intento fallido.
And so one of the things that happens when you're broke is that you bet on stuff and then it doesn't work and people feel like they're back at zero. But you're not back at zero. You're at where you were, plus one experience, plus two experiences, plus three experiences, plus four experiences. But when you have plus 18 experiences, all of a sudden, boop, you level up one. You get experience points. There's a reason in video games to call them experience points. So you didn't trade it for nothing. You got an experience point.
Lo que te ofende te controla: aquello hacia donde apuntas la culpa es también hacia donde apuntas tu poder. Cada vez que dices no puedo hacerlo porque X, estás nombrando lo que manda sobre tu vida.
what offends you controls you whatever you point your finger of blame towards is what also you point your power towards meaning we talked about excuses earlier I can't do it because insert x
Cada hora extra de trabajo es positiva en dos direcciones: ganas más dinero y a la vez dejas de gastar, porque no tienes tiempo libre para gastarlo. Hay que buscar esos giros en la inversión de tiempo y dinero donde no solo hay ganancia, también se corta la fuga.
One is that you actually make more money when you work more hours. But on top of that, you don't spend money because you have less time to spend it. And so every hour of work
La confianza sin evidencia es un delirio: no hace falta confianza para actuar, se actua para conseguirla. En vez de fingir hasta lograrlo, hay que probarselo a uno mismo primero para no tener que probarselo a nadie mas.
The whole idea of fake it until you make it should switch to walk it before you talk it. Prove it to yourself so you don't need to prove it to other people
La confianza sin evidencia es un delirio: no hace falta confianza para actuar, se actua para conseguirla. En vez de fingir hasta lograrlo, hay que probarselo a uno mismo primero para no tener que probarselo a nadie mas.
The whole idea of fake it until you make it should switch to walk it before you talk it. Prove it to yourself so you don't need to prove it to other people
La primera regla que enuncia es usa lo que tienes. Casi nadie empieza porque le falta capital, contactos o cualquier otra cosa donde proyectar la culpa; el planteo correcto es de recursividad, no de recursos. Si lo único que tienes es energía, ese es el recurso que inviertes para conseguir experiencia y prueba de que puedes volverte bueno en una habilidad.
The first rule of entrepreneurship, according to Alex, is use what you've got. And the reason I like that is because many people always don't start things because they don't have the capital. They don't have the connections. They don't have the whatever insert insecurity or projection of blame and power they want to put on. But the first rule is you use what you have. And so it's about resourcefulness, not resources.
Hormozi acumulo nueve negocios fallidos antes de dar con uno que realmente funcionara, y el dato que casi nadie conoce es que seis de esos nueve los tenia funcionando a la vez. Su lectura es que la dispersion fue parte de la causa del fracaso: solo se puede ser CEO de una cosa.
all in and then you become the one who's hard to beat. So I told you earlier that I had nine failed businesses. Now, here's the part that a lot of people don't know. Six of those I had at the same time. And so I like to tell people, oh yeah, I'm a CEO. I've got multiple companies, right? Like kind of the way I do now, but it's very different now because the thing is, is that I actually have CEOs who run those businesses, right? Not me. Because you can only be CEO of one thing. You can only drive one thing.
Un chico de 18 anos iba a editar video para el y pidio 100.000 dolares al ano de entrada porque otro se los ofrecia. En ese otro puesto seria el unico del departamento y nadie alli sabia de medios: iba a ganar, no a aprender. Optimizar el potencial de ingresos en los veinte es perder el punto.
He was 18 years old, said he was going to edit videos for us. When he came in, he said, I want $100,000 a year as an editor, as a starting job. His reasoning was that
En su primera cita, Layla dijo que lo único que quería era ayudar a la gente. Hormozi le preguntó si creía posible ayudar y ganar dinero a la vez, y si podría ayudar a más gente ganando más. Con esas dos preguntas pasó de intentar ayudar a cada persona con recursos limitadísimos a entender que hay que aprender el juego del dinero para escalar el impacto.
there. And so I remember Layla had this very early conversation with me. I think it was our first date. She said, she's like, I just want to help people, right? It's like, that was her whole thing. And I was like, do you think it'd be possible for you to help people and to make money? And she was like, well, yeah. And I was like, okay, do you think you could help more people if you made more money? And she was like, yeah. And in that conversation, she shifted from being what I would consider a bleeding heart of just like doing everything, like just trying to just, just help every single…
Todo rasgo deseable se paga con su opuesto: la privacidad es el precio de la fama, la soledad el de la ambicion, el placer el de la disciplina, la novedad el de la lealtad y la discrecion el de la confianza. Mucha gente quiere el beneficio pero no esta dispuesta a pagar el costo, y ahi es donde se queda atascada.
privacy is the price of fame. Loneliness is the price of ambition. Pleasure is the price of discipline. Novelty is the price of loyalty. Discretion is the price of trust. And so, so many people want the benefits of these traits, but can't afford the cost or the price. They're not willing to be discreet, but they want someone to trust them. They can't hold someone's secrets. They want somebody to be loyal
Si arriendas un Ferrari por unos 5.000 dolares al mes, cualquier persona con dinero sabe que no eres rico porque conoce el costo: solo impresionas a los pobres. Y si lo haces temprano en tu carrera, lo que piensan los que ya llegaron es que deberias estar reinvirtiendo esa plata para crecer mucho mas.
And so if you lease a Ferrari for $5,000 a month or whatever, I know you're not rich. And every rich person isn't impressed by that because we know what it costs. You only impress poor people. And if you do it really early
Tiempo y dinero son de suma cero: lo que decides gastar en algo se lo quitas a otra cosa. Por eso la mayoría no tiene un problema de recursos sino de prioridades, y si no tienes lo que quieres es porque estás financiando una vida que no es la que quieres llevar.
Whatever you choose to spend your money on, you take from something else. And so most people don't have a resources issue. They have a priorities problem.
Si algo te toma cinco años haciéndolo por tu cuenta y un año pagando a cuatro personas que te ayuden en cada paso del proceso, conviene pagar todo lo que tengas: ganas cuatro años operando con la nueva línea base. Comprar habilidades es la aproximación más cercana que existe a comprar tiempo.
and so if it could take you five years if you did it on your own or it could take you one year if you paid four different people
Una forma de ganar dinero es conseguir un producto donde es incomodo conseguirlo y llevarlo a donde al cliente le queda facil: paga mas de lo que a ti te costo porque la mama del suburbio no va a ir al callejon a buscarlo. Ese sobreprecio no es abuso, es el pago por la conveniencia entregada.
And so, you can either trade stuff, you can find a place where you can get stuff and then bring it to other people where it's convenient for them so they pay you more than you did when you had to go find it at some back alley. Because, you know, suburban mom doesn't want to go into back alley to get X, Y, and Z, but you'll give it to her. Man, it sounds like I'm explaining drugs. But, well, there's a reason they make money. But, anyways, the point is that you can sell stuff at a margin, and a part of that margin is going to be the convenience that you deliver them.
Si tienes menos de 30 anos no hay razon para no ir al cien por ciento tras tus objetivos, porque cuando no tienes nada que perder la unica direccion posible es hacia arriba. Es la unica etapa de la carrera en la que puedes tomar mas intentos que nadie, asi que el objetivo es maximizar el numero de tiros, no minimizar el riesgo.
the rural device that I wish someone had told me much earlier. So number one is you want to take asymmetric bets. If you're under 30, you have no reason not to go a hundred percent all in on your goals. The downside is nothing. And the upside is everything. If you think about life as giving you kind of lottery tickets, right? You can scratch off a ticket. And if you don't win, then what did you lose? The scratch off ticket. But the thing is, is that when you have nothing to lose, you have nothing to lose and you only have things to gain. And so the objective when you have as little as you can…
Hormozi compro una casa de 1,7 millones de dolares en Austin al contado, pagada con el sueldo de un mes, viniendo de vivir en un lugar de 1.200 dolares mensuales. Su punto: gastan dinero, pero medido como porcentaje de lo que ingresan el gasto es intrascendente, y esa es la vara correcta para juzgar cualquier compra.
cost me $1,200 a month. And so you're like, wait, $1.7 million. Right. We spend money, but by percentage, the amount of money we spend is inconsequential.
El ejercicio que Hormozi hace con cada empleado nuevo que dice querer crecer: toma tu patrimonio de hoy y agrégale un cero, o dos. Eso es lo que se puede lograr en una década, no en un año, y verlo así cambia las apuestas que uno hace hoy.
the million dollars and more about take whatever your net worth is now and add a zero to it or add two zeros to it you can accomplish that in a decade
El paso que sigue a aplicar todos los cambios es uno solo: esperar 36 meses. Es lo que llama ser paciente con los outputs e impaciente con los inputs. Una decisión mala arruina la vida en un instante y una buena la cambia igual de rápido, con la única diferencia de que el resultado tarda: puedes envenenar un árbol en un segundo, pero no hacerlo crecer en un segundo.
And then once you follow all of those steps, this is what you need to do next. Wait 36 months. And this is what I mean by patient with your outputs, impatient with your inputs. And the crazy thing is that you can change your life in one decision.
Citando a Stephen Schwarzman, fundador de Blackstone, las metas grandes y las pequenas suelen costar mas o menos lo mismo: llevar un restaurante local exitoso puede exigir 80 horas semanales y gestionar a mucha gente, igual que construir una empresa de mil millones. Si va a ser dificil de todos modos, conviene ir a lo grande, y ademas arriba hay menos competencia porque casi nadie lo intenta.
big ones. And I'll give you a great, a great analogy that I got from Stephen Schwartzman, who's the founder of Blackstone. He said, big goals and small goals are usually just about as hard. A common VC saying is that having a really successful restaurant, you might have to work 80 hours a week and manage all these different people to have a really successful local restaurant. And you might also have to manage all these people and do all this other stuff if you want to build a billion dollar unicorn. Both those things are hard. And so if it's going to be hard,
Estudió el GMAT y lo aprobó con nota, pero al hacer las cuentas vio que la escuela de negocios le costaría dos años y 180.000 dólares más el sueldo que dejaría de ganar, para salir con el ingreso promedio de un egresado. Decidió no ir: había ahorrado 50.000 dólares y los gastó en aprender por su cuenta hasta llegar a 10.000 al mes.
I came to another realization, which was, I'm going to go to business school because I want to start a business. Well, you know what? It's going to cost me less than two years and $180,000 plus what I didn't make during the two years of not working. I could probably net $10,000 a year of income, which is what the average business school person graduated with when I was looking at business school. And I was like, I think I could get to 10 grand a month if I had two years to work and didn't spend 180 grand. And I took that money and just put it into a business. Now you're like, well, you didn't…
La mayoría de la gente se hace rica y después se pone rara, y quien intenta aprender copia lo que hacen ya arriba en lugar de lo que hicieron para llegar. Es modelar la meseta en vez de la subida: no te haces rico volando en jet privado, te haces rico y después puedes volar en jet privado.
gets especially difficult for people trying to learn is that most people get rich and then they get weird. And then what happens is people then try and copy what they do here, not what they did to get there. And so they copy the wrong stuff. They model the plateau, not the rise. So you don't get rich by flying on private jets. You get rich, then you can fly on private jets.
El mensaje solo pesa un 10% en como la gente lo consume; el 90% es el contexto que rodea al mensaje. Por eso Elon Musk puede tuitear una tonteria desde el bano y llevarse un millon de likes, mientras hay gente con mejor contenido que no consigue las mismas vistas.
The message is 10% of how people consume it. 90% is the context around the message. So Elon Musk can tweet on the toilet and be like I'm on the throne
Es muy difícil perder si te presentas todos los días. El problema es que presentarse todos los días es aburrido, y justo después del aburrimiento lo siguiente que toca aceptar es el sacrificio.
so few people are able to internalize consistency, which is the most important success trait. Because it's very hard to lose if you show up every day. It's very hard. And showing up every day is boring. And so if we're willing to accept boredom, the next thing that we're going to have to be willing to
El rasgo mas comun de quien no sale de la pobreza es que todo es manana: la dieta el lunes, el dinero el proximo ano. En vez de posponer la gratificacion posponen el dolor, toman placer hoy y dolor manana, y luego se sorprenden cuando hoy resulta ser el manana de ayer y llega la cuenta.
And so, one of the most common traits that people who are poor have is that it's always tomorrow. And so, they never talk about anything in terms of today. And so, it's about starting tomorrow, the diet tomorrow, the diet on Monday, next year, money is resolution. It's always pushing off. So, rather than delaying gratification, they delay pain. And so, rather than trying taking pain now for pleasure later, they take pleasure now and pain later. And so, they flip the equation.
Cuando aparece un atajo real, todos lo adoptan de inmediato y deja de ser atajo: pasa a ser lo normal. Por eso las cosas que quieres y que casi nadie tiene no tienen atajo, y mucha gente pierde buscando el camino fácil más tiempo del que le habría tomado el camino difícil.
and so all the things that you want to have that most people don't have don't have shortcuts but the thing is is so many people waste so much time they literally waste longer
Durante los primeros tres años del podcast, produciendo varios programas y entre 300 y 400 episodios, Hormozi nunca superó las 3.000 descargas mensuales; hoy pasa el millón al mes. Tardó ese tiempo en volverse bueno, y hoy nadie que lo escucha pregunta cuánto tardó.
and I was making multiple podcasts so we're talking three four hundred episodes for the first few years I never really cracked three thousand downloads a month
Cuantas menos habilidades tienes, más horas y más volumen necesitas para compensar lo poco efectivo que eres por unidad de tiempo. Por eso al principio es cuando más hay que trabajar, aunque el retorno por hora sea el peor.
because the fewer skills that you have the more labor or volume you have to compensate with in order to make up for the ineffectiveness
Un CEO de empresa pública le contó en una cena que llevó la capitalización de 200 millones a 1.200 millones de dólares en menos de dos años, y que lo que hacía principalmente era dar la mano y aparecer en persona: 66 eventos en un solo trimestre, viajando él a cada uno en lugar de que vinieran a él. Tiene mujer e hijos, así que es un intercambio explícito, no un truco.
And so the next thing that separates the rich from the poor is it's 100x, not 2x. And so this concept is one that I had dinner with a friend of mine who's a public CEO. And I asked him what he had done to grow the business. I think from a $200 million market cap to a $1.2 billion market cap in less than two years. All right. So that's absurd growth for a company. And I was like, so, you know, what are you doing primarily? And he said, I'm shaking hands. I'm kissing babies. I'm going to events all the time. And I was like, well, how many? He's like, well, I'm going to do 66 events this…
A los seis meses el equipo ejecutivo casi le hizo una intervención diciendo que el outbound era un objeto brillante, una distracción que no daba resultados, y que había que cortar pérdidas. Hormozi siguió porque ya había ventas, es decir, el canal funcionaba y solo faltaba eficiencia; seis meses más tarde el outbound representaba el 50% de los ingresos.
in. Still not a lot. And I actually had almost like an intervention for my executive team that were like, hey, we think this is shiny object. They're using my words against me. They're like, we think this is a distraction. It's not, you know, yielding a result for us. I don't, I think we should, you know, cut our losses in and move on. And I just, I kept thinking to myself, like, this is what hard feels like. Like we have to just keep inching our way through it because we have made sales, which means we could just, we just need to get more efficient at it. And then we did another six months…
Cita de Jeff Bezos con la que Hormozi abre su libro 100M$ Offers: en el béisbol lo máximo que anotas por batazo son cuatro carreras, pero en los negocios de vez en cuando anotas mil. Esa cola larga de retornos es la razón para ser audaz: los grandes aciertos pagan todos los experimentos fallidos.
In business, every once in a while, when you step up to the plate, you can score 1,000 runs. This long-tail distribution of returns is why it's important to be bold.
El balance existe a lo largo de una vida, no en cada momento de ella: se trabaja por temporadas. Hormozi se tomo practicamente un ano libre despues de la venta de Gym Launch, pero antes tuvo temporadas enteras sin tomarse un solo dia. Ampliar el horizonte temporal con el que juzgas tu equilibrio es lo que permite volcarse a fondo en una etapa.
I just see that there is balance over a lifetime rather than balance at every moment of life. And so, you might have seasons. Like,
Hormozi y Layla trabajaron sin parar como si alguien estuviera intentando quebrarlos. Cuando los competidores reales aparecieron, ya estaban tan adelante que quedaron muy atrás: el listón lo puso el rival imaginario, no los competidores mediocres y distraídos de verdad.
we had gone so far ahead that they were way behind us because we were working against a hypothetical enemy who was trying to destroy us not the ones that were actually mediocre and distracted
Lo que te hace irreemplazable no es aprender una habilidad secreta, es la combinación acumulada de varias. Para replicar lo que él hace habría que haber sido atleta de fitness, dueño de muchos gimnasios, hacer reestructuraciones por todo el país, montar una licenciadora, una de suplementos, una de comida preparada, un software, vender dos empresas y luego montar un private equity. Tu biografía es el foso.
learning some incredibly secret unique skill. What makes skills unique is the skill set. It's the stack of skills together that create the uniqueness. If someone else has to try and recreate something I could do, they would have to have lived my life. And so your life and the time you spend becomes your competitive advantage. It becomes your asset. It becomes the moat that other people can't chip into. They'd have to go through being a competitive fitness person, and then go through owning lots of gyms, and then go through doing turnarounds across the country, and then go through doing a…
Las excusas pueden ser perfectamente válidas y aun así no cambian nada. La frase de Layla que cita Hormozi lo resume: no es tu culpa, pero sigue siendo tu problema, y sigues teniendo que hacer algo al respecto.
and I just like this quote from Layla she says it's not your fault but it is still your problem you still have to do something about it
El error es imaginar el exito como saltar de una vez el abismo con el impulso o la oportunidad correcta. En realidad se instalan ladrillos uno a uno: avanzas, te caes en un punto, arreglas ese punto, sigues, te caes en el siguiente y lo arreglas, hasta que un dia cruzas entero. Por eso el exito parece de la noche a la manana aunque el proceso sea lineal.
and you're doing all the stuff you want. The thing is, is that I thought that I just kept wanting to jump over this gap over and over again and think like, if I just jumped hard enough or if I had the right opportunity, that's what would do it. But more likely than not, it's really like you install these bricks on the path and you keep, you keep walking and it's like, okay, well, I fall here. Okay, well, I'll fix this one later. And then you take a whole, and then you start again and then you fall here and then you fix this and you keep going and you fall here and then you fix this. And then…
Hormozi cuenta como error propio que, apenas Gym Launch empezó a funcionar, presentó lo que le estaba funcionando y anunció que su siguiente paso era montar una empresa de suplementos. El impulso de diversificar aparece justo en el peor momento: cuando lo que ya funciona todavía no se ha exprimido.
after I gave my little presentation of like hey this is what's working and so of course what I want to do now is start a supplement company
Todo proyecto arranca en optimismo desinformado, pasa a pesimismo informado cuando entiendes los costos reales y cae al valle de la desesperación, que es donde casi todos abandonan. Como no quieren admitir que renunciaron, empiezan otra cosa y vuelven al optimismo desinformado, saltando de proyecto en proyecto sin llegar nunca al lado bueno de la curva.
this is called uninformed optimism this is now informed pessimism this is the value of despair and this is where most people quit
Si Hormozi hubiera hecho caso al mantra de la positividad nunca habria arrancado, porque nada lo hacia sentir feliz. Cuando le decian sigue tu pasion, su pasion era no ser pobre y no seguir en Baltimore. Un paso se puede dar desde la rabia, el siguiente desde la tristeza y el siguiente desde la verguenza: lo unico que importa es dar el paso.
And so, if I had listened to the positivity mantra when I started, I never would have gotten going because nothing made me feel happy. And so, they were like, follow your passion. And I was like, my passion is to not be poor. And to not be here in Baltimore. That's my passion is not be here. And so, that's what drove me.
Musk, Bezos, Jobs, Gates, Buffett o Jensen Huang no llegaron a ser referentes construyendo marcas personales, sino construyendo negocios enormes; la gente después quiso saber quién estaba detrás. Construyeron credibilidad antes que simpatía, y en un mundo donde cualquiera puede decir cualquier cosa y tener alcance instantáneo, lo escaso es la confianza.
thought leadership. But did they get there by building personal brands? Or did they get there by building personal businesses? And then by building personal businesses, which I'm joking here, they just built big ass businesses. By extension, people wanted to know who was the person behind this big business. And then they built their credibility before they built their likability. Everyone wants to put the car before the horse. Everyone wants to put the, they want to eat the pudding before they have the proof. The proof comes before the pudding in the real world. In a world where anyone can…
Emprender no es un juego de que gane el mejor, sino de quien queda de pie al final: es un juego infinito, no uno finito. Hormozi dice que ese cambio de encuadre le cambio la vida, porque desplaza el foco desde ganarle a alguien hacia no salirse del tablero.
I will tell you something that shifted my life, which is that entrepreneurship is not a game of best man wins. It's a game of last man standing. And there's a lot of games that are like this. And fundamentally,
Hormozi cuenta que compro un Bentley porque lo presionaron a darse un gusto, lo devolvio seis meses despues y perdio 20.000 dolares en la operacion. Su conclusion fue que el gasto por presion ajena es un desperdicio completo porque el objeto no le importaba en absoluto.
So I bought a car, I bought a Bentley. And I returned it six months later and I lost 20 grand on it. And I was like, this is just a complete waste of everything. Like,
Su imagen de cómo funciona ganar: en una maratón la gente se agolpa en la línea de salida y en la de llegada, pero la carrera se gana en el tramo del medio, donde no hay nadie. Nadie te aplaude por no beber un día, por no fumar en un viaje largo, por no comer de más una noche o por saltarte la salida con los amigos.
to get. I have this great visual in my head about how winning works, right? And so you imagine you have this, this marathon, right? That you're running. So you've got the starting line here, right? Start. And then you've got this big race, right? And then you've got a finish line over here. Ta-da! Finish. Now, when you've seen a race, where do people gather? They gather here and they gather here. So here's the question. Where does the winning happen on your own? Because no one cheers for you not drinking for a day or not smoking on a long drive if you're trying to quit or not overeating for…
Cuando los negocios lentos no cambian su forma de operar al cambiar el entorno, sus clientes siguen existiendo igual. Por eso varias de las mejores empresas conocidas crecieron más durante las caídas económicas: son ventanas cortas de redistribución de clientes y de cuota de mercado.
best companies that you've heard of actually grew the most during economic downturns because it's a redistribution of customers and market share
Una senora del gimnasio le pidio ayuda con su comida. Se juntaron en una pizzeria, el le pregunto que comia y que queria lograr, le propuso durante una hora reemplazos mas bajos en calorias y le entrego las notas de una libreta. Ella saco la chequera y le escribio 200 dolares. Fue el primer dinero que cobro de un desconocido, y lo cobro por la autoridad que ya tenia como recordista estatal en un gimnasio de…
And it took, like, an hour. And then I had, like, a notepad. And I gave her the notes or whatever. And she took out her purse. And she wrote $200 on a check. And she handed it to me. She was like, thanks so much.
El retorno de esos 10.000 dólares fue tener la primera sede rentable y fuera de sus manos al noveno mes, cuando varios miembros del mismo mastermind llevaban cinco años sin conseguirlo. Pagar por el conocimiento ajeno adelanta años de calendario.
And so I was able to get that first location up and profitable and outsourced by month nine. Now some of the guys in the mastermind were at year five and still hadn't done that.
La gente que admiras no tiene una etica de trabajo sobrehumana que a ti te falta: hacen cosas que ademas les traen estatus. La diferencia es que atravesaron un periodo corto en que eran malos en eso y todavia no les daba ningun reconocimiento, y aguantaron ese puente hasta que empezo a funcionar.
it's not like the people that you look up to have some sort of Herculean work ethic or discipline that you don't. They like things that happen to also
Cuando los negocios lentos no cambian su forma de operar al cambiar el entorno, sus clientes siguen existiendo igual. Por eso varias de las mejores empresas conocidas crecieron más durante las caídas económicas: son ventanas cortas de redistribución de clientes y de cuota de mercado.
best companies that you've heard of actually grew the most during economic downturns because it's a redistribution of customers and market share
Mucha gente quiere ir directo al calculo sin saber sumar: busca habilidades complejas para ganar dinero sin haber dominado lo basico. Lo basico es el cimiento del edificio, lo que lo vuelve mas importante y no menos; es mas simple de entender pero no mas simple de hacer. El gran autoengano es confundir entender un concepto con dominar la habilidad.
And so, it's like they want to go straight to calculus, but they don't know how to do simple addition. But the thing is, is that, like, simple addition is foundational to that. And none of the other stuff will matter unless you can do the basics. But the basics doesn't make them less important. And usually, they're the foundation of a building, which makes them arguably more important. They just are simpler to understand, but not simpler to do. And I think that's the big disconnect a lot of people have is that they think they... Because they understand something conceptually, that they feel…
Publico un solo post anunciando el libro y se agoto en minutos; desde entonces vende mas cada mes, lleva dos anos como numero uno de su categoria en Amazon y vende miles de copias al dia, todo con cero marketing pagado y solo porque la gente se lo recomienda entre si. Nunca habia conseguido con marketing vender mil clientes en un dia.
and that was with zero paid marketing purely off of people telling people about the book and so when I saw how much leverage that was that that book sells thousands a day not dollars thousands of copies
Cuando Hormozi lanzo su software Alan, clientes que ya le habian comprado mandaron capturas de sus tarjetas de credito al equipo de soporte diciendo: no se que es, pero si lo hizo Alex lo compro. Lo que hizo posible esa venta no fue el marketing del lanzamiento sino lo que ya habian recibido de el.
launched a new thing, the clients that I had were sending screenshots of their credit cards to my customer support team saying, I don't know what it was, but if Alex made it, I'll buy it.
Trabajar duro y con cabeza no significa que vaya a ser emocionante. Para ser creativo primero hay que aprender a aburrirse, y para lograr una meta hay que aceptar aburrimiento o dolor: cuanto más grande la meta, más de los dos.
I say work hard and smart, it doesn't mean it's going to be exciting. So 12 here is accept boredom. Like if you want to be creative, you must first learn to be bored. If you want to achieve a goal, you'll either have to accept boredom or pain. And the bigger the goal, the more of both you're going to get. I have this great visual in my head about how winning works, right? And so you imagine you
Cuando Hormozi firmó el contrato de arriendo de su gimnasio tenía 5.000 dólares en el banco y la renta era de 5.000 dólares mensuales. Nunca antes había ganado dinero de verdad: se metió en una situación donde no le quedaba más opción que hacerla funcionar.
when I signed my lease for my gym I had five thousand dollars in my bank account the rent was five thousand dollars I had never really made money before
Con 10.000 dólares ahorrados puedes meterlos en el S&P 500 y tener unos 10.900 un año después, o gastarlos en algo que triplique tu capacidad de generar ingresos y pasar de ganar 50.000 al año a 100.000. La segunda opción parece un gasto, pero es una inversión en el único activo que controlas.
You could put in the S&P 500 and have that $10,000 be $10,900 $900,000 one year later. Or you can spend that
Mucha gente que quiere ganar dinero no entiende como se genera: el dinero viene de otra persona y esa persona te lo tiene que entregar de forma voluntaria, o es robo. Por lo tanto hay que darle algo primero. El intercambio funciona cuando las dos partes terminan dando las gracias porque ambas creen que salieron ganando.
So, a lot of people who want to make money don't understand how money is made. And so, it's made by getting it from someone else. And they have to give it to you voluntarily or it's theft. And so, assuming you don't want to steal, then you have to give something to someone else first. And then by doing that, they give you money in exchange, which is why I love capitalism. It's a voluntary exchange between two parties. And both parties say thank you at the end because both parties think they're better off from the trade.
El grupo de referencia -las cinco personas con las que te comparas, no necesariamente con las que pasas mas tiempo- es una de las correlaciones mas fuertes con el tamano que alcanza tu vida y las metas que logras. Hormozi dice que los estudios se han hecho sobre ingresos porque es lo facil de cuantificar, y que el circulo de amigos tiene una influencia desproporcionada sobre tu conducta.
But your friend group has a disproportionate sway over your behavior. And so your reference group is one of the number one correlations with how big your life gets. Or rather, the goals you achieve. Now they've done the studies in terms of finance because it's easy to quantify. But your reference group, the five people you compare yourself to, not necessarily spend the most time with, but compare yourself to, are the ones that determine your future.
En una charla vio a alguien escribir un millón de dólares en una pizarra, preguntarle a un asistente que ganaba 50.000 al año si quería ganar eso y poner el signo menos: te está costando 950.000 al año no saber cómo ganar un millón. La diferencia entre tu meta y tu situación actual es a la vez el valor de esa educación y el precio de tu ignorancia.
whatever else you spend. And you think that's my fixed costs. Years ago, I was sitting in the audience and I saw a man write a million dollars on a whiteboard. And he called someone from the audience. He said, how much do you make per year? And they said, $50,000 a year. And he said, would you like to make a million dollars a year? And the person said, yes. And then he put a minus sign. He said, did you know that it's costing you $950,000 per year to not know how to make a million dollars a year? And it was such a light bulb moment for me that I realized that the cost of ignorance is the…
El mejor predictor del exito material a largo plazo es el grupo de referencia. La version popular de ese hallazgo, las cinco personas con las que pasas mas tiempo, es una cita erronea: en realidad son las cinco personas con las que te comparas, y la diferencia es enorme.
predictor of someone's long-term material success was what they called their reference group. Now this has been misquoted in places by the five people you spend the most time with but it's actually the five people you compare yourself to and that's a
Después de fracasar, el segundo intento exige el doble de esfuerzo emocional pero la mitad del esfuerzo real, porque ya tocaste lo desconocido. Pasas de un optimismo sin información a un pesimismo informado en el que por fin puedes cuantificar qué se necesita para ganar.
takes twice the emotional effort, but half the actual effort. So you'll fail and you'll emotionally feel bad. But guess what you did? You actually gripped your hands on the unknown. And you go from
El titular de 100M Offers no tiene ningun sentido: nadie sabe que significa, la portada es un billete de cien dolares y es un libro morado enorme. El contenido era lo bastante valioso como para que la gente dijera solo leelo, y por eso se recomendaba pese a verse cutre.
My headline for $100 million offers makes no sense. No one knows what $100 million offers is and it's just like a picture of a $100 bill. It's a big purple book like it
Frente al too big to fail existe el too good to fail: si haces tu producto tan bueno que al menos una de cada persona que lo prueba se lo pasa a otra, no tienes de que preocuparte y acabaras siendo descubierto. Es un juego de tiempo.
which is too good to fail. If you make your stuff so fucking good that only one person who gets exposed to it sends it to somebody else then you have nothing to worry about
La única forma de ver de verdad la constancia es trabajar con alguien constante y verlo aparecer cada día. Un video de un entrenamiento se copia, pero es imposible presenciar 20 años sin haber estado ahí 20 años, y por eso casi nadie logra interiorizar el rasgo más importante del éxito.
The only way that you can actually witness consistency is working with people who are consistent. Because the thing that you have to see is that person show up every single day. Like someone could show a workout of me working out and someone else might be like, okay, well, I mean, that's a workout. Maybe I should kind of work out like that. And sure, there's a level of intensity that might be there or form and things like that, whatever. But the thing that people won't see is it's very hard to witness 20 years because you have to be there for 20 years. And this is why I think so few people…
Dedicar mil o dos mil horas a una misma cosa produce un nivel de detalle que no se consigue de otro modo, porque lo que lo genera es el numero de exposiciones al producto. Esos detalles finos del producto o del servicio son los que separan lo mediocre de lo excelente.
You spend a thousand hours or two thousand hours on something. There's a level of detail because of the number of exposures you'll get to it. The crispy details of the product or the service that
Ningún entrenamiento ni ninguna comida es impresionante por sí solo. Por eso tan poca gente entiende el éxito: la constancia solo se ve impresionante al final, nunca mientras ocurre, y cuesta visualizarla porque de otra persona solo llegas a ver una foto suelta de un gesto.
night or skipping out on going to the club with the boys. No one cheers for that. No workout or meal is ever impressive on its own. And so the reason so few people understand success or at least achieve it, in my opinion, is that consistency never looks impressive in the moment, only at the end. Because if you think about how consistent, like it's very difficult to visualize consistency because you can only see someone do something once, right? You see a snapshot of someone take a shot or hit a backhand.
Una carrera normal genera uno o dos millones de dólares repartidos en más de 40 años. Como hay una cantidad de trabajo que hay que hacer sí o sí para generar ingresos, la jugada es meter esos 40 años de trabajo en cuatro y quedarse los otros 36 con recursos muy superiores.
which is work hard and smart. If you extrapolate out what a normal life is like, right? Maybe someone makes you know, a million dollars or $2 million over the span of their entire career, right? 40 years plus. I think there's just a certain amount of work that must be done to generate income. And so what I would rather do is just take that 40 years and just cram it into four and then have the other 36 years of my life to do whatever I want with resources far beyond what I would be able to do
Consejo que le dio su padre de joven: los ricos compran tiempo, los pobres compran cosas, los ambiciosos compran habilidades y los perezosos compran distraccion. En que categoria cae tu gasto define en que te estas convirtiendo.
When I was young, my father gave me this advice. Rich people buy time. Poor people buy stuff. Ambitious people buy skills. Lazy people buy distraction.
Hormozi enumera sus pérdidas reales: dinero perdido en cripto, millones en costos duros (no blandos) por malas contrataciones, seis negocios fallidos y nueve sociedades fallidas. Los mejores emprendedores tienen el currículum de fracasos más largo, no el más limpio.
I've lost money on crypto when I put it in years ago. I lost money on bad hires. I've lost millions in bad hires. Actual hard costs, not soft costs. I've had six failed businesses. I've had nine failed partnerships.
La unica forma de que el segundo libro vendiera esas cifras es que los que compraron el primero lo compraran y ademas todos a quienes se lo contaron tambien lo compraran. Ese segundo libro sigue vendiendo hoy al doble del ritmo del primero.
The only way that that could happen is if the people who bought the first book buy the second book and everybody they tell also buy it. And that book still continues to sell at twice the rate of my first book today.
La unica forma de que el segundo libro vendiera esas cifras es que los que compraron el primero lo compraran y ademas todos a quienes se lo contaron tambien lo compraran. Ese segundo libro sigue vendiendo hoy al doble del ritmo del primero.
The only way that that could happen is if the people who bought the first book buy the second book and everybody they tell also buy it. And that book still continues to sell at twice the rate of my first book today.
Los alumnos que le escriben en el día 60 de la regla de 100 le dicen que tienen más negocio del que pueden atender. El problema, dice, es que casi nadie llega: la mayoría lo deja mucho antes.
the guys who are at day 60 of rule of 100 are like I have more business than I can possibly handle the problem is no one sticks with anything
Para ser excepcional hay que ser la excepción, o sea hacer lo que los demás no aprueban; si todo el mundo te da la razón, puedes estar seguro de que es el camino equivocado. Cuando Hormozi dejó su empleo de consultoría tras graduarse de Vanderbilt, con el GMAT aprobado y una plaza encaminada en una Ivy League, para ser entrenador personal por el salario mínimo, todas las personas de su entorno le dijeron que era…
the word exceptional, right? So buried in the word itself is the key point, which is that you cannot expect to be accepted if you want to be exceptional. To become exceptional, by definition, you have to become the exception, which means you have to be unlike other people. You have to do what they don't agree with. If they agreed with you, if everyone agrees with you, you can be sure that it's the wrong path. When I quit my job, every single person in my life told me it was a bad idea. I graduated three years from Vanderbilt. I had a nice white collar consulting job. I was set up to go to…
Los problemas que te aplastaban hace cinco años hoy te parecen triviales: no es que se volvieran fáciles, es que tú mejoraste. Hormozi recuerda que con cinco empleados le parecía muchísima gente que gestionar, y que le angustiaba el flujo de caja o cobrar más caro por miedo a que alguien se enfadara al saber el precio; hoy eso le resulta irrelevante.
It's not that those things became less hard, you became better. But here's where this gets really interesting for me. It just means that nothing is inherently hard to begin with anyways. We are just always inadequate. For me, I remember when I had five employees, and I was like, man, it's so many people to manage. Or I was like, where am I going to, I have to manage cash flow. How do I do that? Or how am I going to get new customers? I can't sell really expensive stuff. What if someone gets upset, you know, if I charge more, right? What if someone finds out I charged this much, as though it's…
No hay forma perfecta de vivir los veinte o los treinta: o los disfrutas y llegas a los treinta o cuarenta sin habilidades, o los trabajas y llegas sin haber vivido. Hay que decidir cuál prefieres, aceptar el intercambio y asumir que no hay segundas partidas.
that you currently want but don't have. There's no perfect way to live your 20s or your 30s, right? You either live them up and become an underskilled 30 or 40 year old, or you work them up and become an underlived 30 or 40 year old. You just have to figure out which you'd rather be and accept the trade-offs and know that there are no do-overs. And that's okay.
Hormozi quiere normalizar semanas de seis días y doce horas diarias para hombres de 16 a 28 años. Su argumento: por mucho vudú de autoestima que difundan las redes, el mercado te valora por tu utilidad, y de joven no tienes ninguna; lo único que tienes de sobra es energía, así que el intercambio racional es cambiar esa energía por puntos de experiencia hasta volverte útil.
I'd like to normalize a six-day-a-week, 12-hour-per-day work week for men between 16 and 28. And despite all the self-worth voodoo that social media and society will tell you, you are valued based on your utility. And when you're young, you have none. But you have a lot of energy. And so trade that energy for experience points and become useful.
Lo que la gente llama obsesión es en realidad el precio de entrada, y no es más que intentarlo de verdad mientras casi nadie lo hace. Si buscas un resultado distinto al de la gente normal, es lógico que tengas que hacer cosas que la gente normal no hace.
do. Right now, it would make sense that you're going to do things that normal people won't do because you're trying to not have the same outcome as them. Ten, obsession is the ticket of entry. It's the price of entry. And the thing is, is that obsession isn't really obsession. It's actually just trying and no one else tries. Like that's the real real is that normal people call what I consider sane people to be obsessed. But sane people, which is what I consider myself, consider everyone else insane because they do nothing and waste
Hoy los noes son fáciles: el fútbol de fantasía, las cervezas con los amigos. Dentro de un año, con más habilidades, tendrás que rechazar varias oportunidades de 10.000 dólares al mes para sostener la que ya tienes, y cuando esa llegue a 100.000 al mes tendrás que rechazar otras de 100.000. El foco no es binario: se mide por la cantidad y la calidad de lo que dices que no.
but in a year from now once you have more skills there will be more opportunities you're going to have multiple $10,000 a month income opportunities that you're going to have
Si ganas 50.000 dolares al ano, no saber como ganar un millon te cuesta 950.000 dolares cada ano. Esa diferencia es lo que vale esa educacion, y por eso la informacion que no tienes pero deberias tener es lo mas caro que pagas: no ves a quien le giras el cheque cada mes.
So let's say you make $50,000 a year. It costs you $950,000 a year not to know how to make a million dollars a year. So how much is that education worth? Answer?
Atribuye a Séneca la idea de que no es que no tengamos suficiente tiempo, sino que desperdiciamos el que tenemos. La consecuencia práctica es que el sacrificio deja de serlo: es decidir que algo es tu prioridad y dejar de canjearlo por lo que no te acerca a ella.
that the things that we spending our time on most of the time is just wasting our time on. And so I think Seneca said this, it's not that we don't have enough time. It's that that we waste the time we have. I come back to this, which is like, is it really a sacrifice? Or are you finally just saying, I believe this is my priority. And therefore all of these things that are not helping me pursue that,
Hormozi dice que los primeros cien mil dolares son los mas dificiles y que a el le llevaron cinco anos juntarlos, un dolar a la vez. Lo cuenta para calibrar expectativas: la cifra suena inalcanzable y el proceso es lento incluso para quien despues escala.
The first hundred grand is the hardest. And I know that that sounds like an unfathomable amount of money. It took me five years. Like, I get it. So, like, you just have to save it one dollar at a time. Like, that's what it is.
Hoy hay mas productos y servicios comoditizados que nunca, y en ese oceano de volumen los retornos de ser el numero uno son desproporcionados. Es un mercado de ganador se lo lleva todo mas extremo que en cualquier momento anterior.
In an ocean of volume, which there's more commoditized products and services today than ever before, there's outsized returns to being number one. It is an even bigger winner take all market now than it
Cuando empiezas no ves senales de exito y te preguntas si vale la pena; la primera senal real es el rechazo y las burlas que aparecen por el camino, que funcionan como indicador adelantado. El error es arrodillarse ante ese rechazo y volver a encajar porque es comodo y calido.
And you're going through it and you're thinking to yourself like, is this even worth it? Because you're not seeing any signs of success. But the sign of success is the hate that you get along the way. It is the leading indicator. And what you can't do is bend the knee to their hate and try and fit back in and conform because it's comfortable and it's warm.
Según los reportes que cita Hormozi, el 95% de las compras del Black Friday fueron financiadas y el 67% de esos compradores no pensaba pagarlas dentro de los 30 días siguientes. Es un indicador muy negativo de la fuerza del consumidor, y lo que pasa con el consumidor termina subiendo hasta el B2B.
reports just came out that for Black Friday 95% of purchases were financed 67% of them were from people who didn't plan on paying it off
Cada apuesta tiene un costo real: un anuncio que no funciona se pierde, una tienda de Shopify son 30, 40 o 50 dolares al mes. Antes habia que hipotecar la casa para emprender, asi que la barrera nunca ha estado mas baja que ahora, pero sigue existiendo y hay que pasarla.
Because when you take a bet in the beginning and when I say it costs money, it's like if you run an ad and it doesn't work, it costs money. If you want to set up a Shopify store or an e-commerce store and you spend 30, 40, 50 bucks a month, whatever, it costs money. And it does, you know, like all of these things cost money to start. Now, mind you, it costs a lot less than it did in the 20s when you had to mortgage your house and guarantee that you'd win or you'd lose everything forever. So, like, the bar has never been lower than it is now. But there still is a bar and you have to get over…
Todos los dias se destinan cientos de miles de millones de dolares -quiza billones- a capturar tu atencion para que no hagas nada productivo. Hormozi advierte que no es una pelea justa y que ese bando va ganando: cada minuto que le entregas al entretenimiento es un minuto que no le dedicas a lo que si te importa a largo plazo.
but at least hundreds of billions of dollars that are being made and dedicated every day to getting you to do nothing. It's not a fair fight.
El razonamiento base es que vas a vivir poco tiempo y tienes un número limitado de horas para hacer lo que quieres. Desde ahí, dejar de hacer algo por el ruido que hace otra persona sobre cómo preferiría que vivieras deja de tener sentido.
their lives. And so we have to be comfortable with reasoning from first principles of like, I am only going to live here for not that long. And I'm only going to have a certain amount of hours to do the stuff that I want to do. Why on earth would I not do it because of some face noise that some person, some other, you know, advanced ape is going to say to me about them
Después de vender Gym Launch se tomó más o menos un año libre y entró en crisis existencial: al levantar la cabeza para oler las rosas descubrió que estaba muy triste, porque lo que más lo reforzaba era justamente el trabajo que había dejado. De ahí salió su tesis actual: el trabajo duro es la meta y vaciar el tanque cada día es el punto, idea que tomó de Jesse Itzler.
working. Then I hadn't put my head up to look around and smell the roses, per se. The problem that I had was that when I was smelling the roses, I was miserable. I was very sad. And the sadness for me came from the thing that I had that was most reinforcing my life was the work that I was doing. That was the thing that was that I enjoyed the most. And so not having that actually created a huge loss for me. And so then I had to create like, what am I doing? Like, why am I here? Right. And so for me, that was when I created the hypothesis, or at least the thesis I have for my life was that hard…
Hormozi habló con el dueño de una empresa de ciberseguridad cuyos clientes se quedan y pagan, y que no tiene problema ni para conseguirlos ni para entregarles. Cuando le preguntó cuál era el problema, el dueño respondió: yo.
he was in cyber security people stay with him people pay he has no problem getting customers he has no problem delivering on them I was like what's the problem he's like me
Los videos de MrBeast funcionaron porque eran prueba, no discurso: su primer video viral fue contando hasta un millón, algo que nadie más estaba dispuesto a hacer. Si todavía no tienes credenciales, la vía es hacer cosas épicas y documentarlas, no declararte experto.
you said you have done. The reason Mr. Beast videos worked is because he used his videos as proof. He didn't say, I am super knowledgeable. He said, look, I did something that no one else was willing to do. His first video that went viral was him counting to a million or something crazy, right? And so he did something that other people were not willing to do. And so he just happened to have documented that thing. And so if you're like, well, how do I get proof? I'm so young. It's like, well, you just do epic stuff. And then people will be like, wow, he did epic stuff. This is interesting.
Su segundo libro, lanzado dos anos despues del primero, vendio 250.000 copias en su primer mes. Como referencia, un bestseller promedio del New York Times vende entre 10.000 y 100.000 copias en sus primeros doce meses.
that launched two years later sold two hundred and fifty thousand copies in its first month, which for context, the average New York Times bestseller sells between ten and one hundred thousand in its first twelve months.
Cuando abrió consulta propia no podía pagar los 250.000 dólares que cobraban los terceros por montar un centro quirúrgico, así que aprendió a ser contratista general y lo construyó él mismo por una fracción de ese precio. No se trata de los recursos que tienes sino de cuán ingenioso estás dispuesto a ser.
He built his own surgical center because he couldn't afford having these outsourced third parties that charge $250,000 to build a surgery center. He built his for a fraction of that.
La primera consulta de ventas que tomo no la cerro: la clienta dijo que iba a buscar su tarjeta a casa y el le anuncio a su jefe que la habia cerrado, y la oficina entera se rio un minuto seguido. Lo cuenta porque todos asumen que llego a las ventas fichando tarjetas desde el primer dia.
The first sales consult I ever took, I didn't close. And I say that because everyone just imagines that Mosey just came in just slinging credit cards and stacking bodies, right?
Es factualmente cierto que vender cosas caras multiplica los ingresos: basta con mover los decimales. Pero estando quebrado es dificilisimo cerrar un edificio de diez millones y cobrar medio millon de comision, porque habria que convertirse en otra persona. Por eso la primera venta de casi nadie es esa.
There are smarter ways to make money, for sure. Like, if you can sell expensive stuff, you can just move the decimals. Like, I mean, like, the thing is, is it is factually true. It is spiritually false. And I don't even believe in spirituality in general. But, like, it is... It is tough to sell a $10 million building and make a million dollar commission or a $500,000 commission when you are broke as fuck.
Lo más caro que Hormozi pagó por aprender fue un cheque de 350.000 dólares por una cena con un hombre que valía 7.000 millones. Ofreció 100k, 200k y 250k y el otro siguió diciendo que no hasta que ofreció 350k; ni siquiera le cobró el dinero, pero aceptó al ver que estaba dispuesto a pagarlo, y él obtuvo exactamente lo que buscaba de esa cena.
better. To give you an idea, I think the most expensive thing that I bought for this, this is not including me messing stuff up and just losing tons of money, but actually wrote a check for it was $350,000 to have a dinner with a guy who was worth 7 billion. And I got exactly what I wanted from that dinner. And it was incredibly valuable for me. And he kept saying no, I offered 100k and then 200k and 250k and 350k. And when we offered 350k, he said, fine, I'll just have dinner with you. And he didn't ask for the money. But I think he was just seeing that I was willing to spend the $350,000…
Warren Buffett puede cerrar operaciones que nadie mas puede porque su apreton de manos vale mas que la palabra del gobierno de Estados Unidos: si dice que va a pagar, todos saben que paga. La reputacion defendida durante decadas se convierte en apalancamiento para hacer negocios.
because the reason Warren Buffett now can just do deals that no one else can do is because his handshake means more than the U.S. government's. If he says he will pay, we know he will pay.
Hormozi cuenta que trabajó 100 días seguidos a comienzos de año y que en lo que va del año solo se tomó tres o cuatro días libres, y aun en esos días trabajó hasta las dos. Su conclusión es que el volumen de trabajo real de un emprendedor es mucho mayor de lo que la gente imagina, y que no se muere de eso.
But I will say now that I have worked for 100 days straight. And that was in the earlier part of this year. I think this year, I've probably taken three or four days off since the year started. And I still probably worked until like two on those days. But I still consider those like more or less days off,
Cuando alguien te ataca suele estar celoso y creer que no mereces alguna parte concreta de tu vida: la atención, el dinero o el cuerpo, no el conjunto. Por eso el ataque llega como pulla lateral (estás demasiado metido en la comida, trabajas demasiado): en el fondo creen que la vida te dio injustamente lo que ellos merecían.
And so people just get so triggered by this. So when people hate on you, it usually means that they're jealous and believe that you are undeserving of some part of your life. And so to be clear, it's not that they're jealous of your whole life. They might be jealous of the attention you get. They might be jealous of maybe just the money you make, but not the way you look. Or they might be jealous of the body you have, right? And they're going to be like, ah, you're too into that food, right? Or, you know, you work too much or whatever the, whatever the little snide remark is, right? But what…
La gente cree que el boca a boca murio cuando en realidad nunca hubo una forma mas facil de volverse viral en sentido literal: personas contandole a otras personas sobre algo. Las redes sociales bajaron el costo de que una recomendacion se propague.
People think that word of mouth is dead when there's literally never been an easier way to go viral in a literal sense from people telling other people about stuff.
Cita un estudio que comparó formato corto y formato largo: 24 horas después la gente recordaba en torno al 11% del contenido consumido, un porcentaje mínimo. Dentro de un año no vas a recordar ninguno de los clips que viste hoy.
you're not going to look back on today and be like, man, I'm so glad. Like those clips that I watched really changed things for me. They, you probably won't even remember any of the clips that you saw. They did a great research study on this where they did short form versus long form even. And people remember like 11%, like 24 hours later, it was a tiny percentage. And so we have to accept
A Hormozi le critican no tener ningún hobby. Su respuesta es que no los quiere, y que la crítica es otra versión de "no vives como yo preferiría": no tiene sentido sacrificar lo que uno prefiere hacer para cumplir la definición de equilibrio de otro. El equilibrio es una meta legítima, pero no va a ocurrir si quieres ser el mejor.
work-life balance. People say like, Alex, you don't have any hobbies, right? I don't want any. I don't want any. They're basically saying yet again, you live your life in a way that I would not prefer. If I were in your position, I would live life differently, right? And that's why you're not in my position. So why should I sacrifice the things that I prefer to do in order to do the things that I don't want to do, right? Just to make your definition of work-life balance happy, which I don't accept. So like work-life balance is a wonderful goal. I have no hate for it. It's not going to happen
La gente obsesionada con el equilibrio entre vida y trabajo suele ser mediocre en las dos cosas. Los obsesionados aplican su obsesión a todo y a eso le llaman simplemente vida; no se consideran obsesionados, consideran que los demás no lo están.
obsess about work-life balance are typically mediocre at both. And so obsessed people apply their obsession to everything and just call it life. And they also don't consider themselves obsessed. They just consider everyone else unobsessed and just plain and banal. And so I get criticized all the time for
Neil Patel tiene dos amigos billonarios: uno hizo su fortuna sacando la empresa a bolsa y recomienda hacerlo; el otro salio a bolsa, fue un desastre, la volvio a hacer privada y hoy es mas rico que el primero. Ninguno de los dos consejos es falso: es evidencia de que hay muchos caminos correctos y de que el consejo de un caso exitoso viene sesgado por su propia ruta.
And the other guy who took his company public and it was a big mess and then took it private again is actually richer than the guy who made his company public. Both those guys
Antes del COVID, Gym Launch estaba valorada en 150 millones de dólares; Hormozi terminó vendiéndola por 46 millones. Para él esa cifra se sentía pequeña aunque para cualquier otro fuera enorme: el punto de referencia decide si un número se siente ganancia o pérdida.
but believe it or not before we before COVID happened Jim Lynch was valued at $150 million and so for me going from $150 to $50 or you know $46
Segun Hormozi, el 30,44% de las personas que terminan su primer mes en School gana su primer dolar en internet. Usa el dato para defender que el hito de activacion es ese primer dolar, porque el segundo llega muchisimo mas rapido que el primero. Conviene recordar que el es inversionista de esa empresa.
Like, one of the cool, shameless plug for school. The 30.44% of people who finish their first month of school make their first dollar online. And that's, like, so, like, that's why we do it. You know what I mean? Like, I know how hard that first dollar is. Like, there's so much to get the first dollar across. Because the second dollar comes so much faster after that.
El discurso de que eres joven y tienes tiempo choca con los números: solo tres de cada 10.000 personas llegan a los 100 años, y la mediana de vida de un hombre en Estados Unidos es 74, así que a los 37 ya estás en la mitad del camino en años. Hormozi lo usa como argumento para actuar con urgencia hoy y no posponer.
that's not true. And let me put this in perspective. Three out of 10,000 people live to 100. And so everyone has this assumption in their mind that they're like, yeah, I'm at 50. So I'm going to make it to 100. Yeah, well, you've got a three in 10,000 shot at doing very unlikely. More realistically, you'll die at the median, which is 74 for men in the US, which means that at 37, you're actually at
A los tres meses de que Gym Launch empezara a funcionar, el negocio iba a un ritmo de 300 a 400 mil dólares mensuales operado solo por Hormozi, Layla y un asistente. Era, con diferencia, el mayor cambio material de su vida.
so ten million plus per year I was not making that we were pacing probably three or four hundred thousand dollars a month at the time it was just me Layla and I think we had an assistant
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