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The Game Changed for Business in 2025 - Alex Hormozi
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I'm going to walk you through a
four-step process that I think puts
business on easy mode. And so whether
you're just getting started or you're
already making tons of money and are
just trying to make more, this process
just works. And I've done it in tons of
different portfolio companies and
companies we've advised. Um, and just to
give you a little bit of context, um, as
of last year, our portfolio at
acquisition.com did over $250 million in
aggregate revenue. And I say that not as
a promise that if you do this, you're
going to get that outcome, but that this
works. All right, so that being said,
let's dive in.
>> And the fundamental reason why this
process works has less to do with the
ads, the clicks, or the specific
software you use, and everything to do
with a single powerful force that
governs all significant human decisions.
Certainty. We often get lost in the
mechanics of business, the perfect
headline, the ideal targeting, the
highest converting funnel. But these are
merely the visible gears of a much
deeper psychological mechanism. The true
engine that moves a person from a state
of passive skepticism to a confident yes
isn't a clever persuasion tactic. It is
the systematic deliberate elimination of
doubt. It's the gradual construction of
a feeling of absolute assurance that
they are making the right choice for
themselves. What Alex has just outlined
is not simply a series of steps. It is a
psychological blueprint. It is a machine
meticulously engineered for one purpose
to manufacture that feeling of certainty
in the most direct and compressed time
frame possible. Over the next few
minutes, we won't just look at the what
of this system. We are going to dissect
the why. We will explore the core
philosophy that makes this machine so
effective and how you can use these deep
principles to build not just a process
but a genuine fortress of trust with
your audience. truly appreciate why
certainty is the ultimate currency. We
must first immerse ourselves in the
world of the person we seek to serve. A
world defined not by clarity, but by a
thick, persistent fog of information.
Every single day, your potential
customer is bombarded by a cacophony of
conflicting advice. One expert on social
media tells them to go left, while a
dozen articles insist the only path is
right. They scroll through an endless
feed of options, each promising a
slightly different version of their
desired outcome, leaving them paralyzed
by choice. The digital landscape is no
longer a helpful library of knowledge.
For many, it has become a disorienting
maze where every path looks plausible,
and every choice feels like a
significant gamble. This isn't just
about the risk of losing money. It's
about the far greater risk of wasting
their most precious non-renewable
assets, their time, their energy, and
their hope. Every failed attempt, and
every wrong turn only reinforces a
deep-seated skepticism. Their natural
default state, therefore, is not
openness, but a guarded and weary
uncertainty. This is the fundamental
dilemma. The core problem your business
must solve is not simply how do I sell
my product, but rather how do I become
the single trusted beacon of light that
safely guides this person through their
fog? Faced with this fog of customer
uncertainty, the default response for
most businesses is not one of
engineering, but of accident, they
attempt to become that beacon of light,
but they do so without a blueprint,
relying instead on what can only be
described as poke marketing. This is the
strategy of the scatter gun. A random
piece of content is published on Monday.
A different thought is shared on
Wednesday. A promotional post appears on
Friday. Each action is an isolated flare
shot into the darkness with the faint
hope that a potential customer happens
to see enough of these disperate flashes
in the right order over a long enough
period to piece together a mosaic of
trust on their own. The fundamental flaw
in this approach is that it treats the
most critical element of the entire
relationship trust as an accidental
byproduct rather than the primary
intended outcome. It leaves the journey
of building certainty entirely to
serendipity. This is the very definition
of a passive, inefficient and
unpredictable way to build a business. A
system that works only for the lucky
few. Because as a mentor once said, hope
is not a strategy. If hope is not a
strategy, what is the alternative? It is
to shift your entire mindset from that
of a passive observer to that of an
active engineer. It is to embrace a new
philosophy best understood through a
powerful analogy. Think of any
significant customer decision as a heavy
airplane preparing for takeoff. A small
low-risk purchase might be a light
aircraft needing only a short strip to
get airborne, but a significant
investment in their time. Their money
and their trust is like a fully loaded
jumbo jet. It requires a long, smooth,
and clearly marked runway to build the
necessary momentum and lift to safely
take flight. That runway is paved slab
by slab with pieces of information with
answered questions and with demonstrated
proof of competence. The hope marketing
approach leaves that jumbo jet on a
bumpy field, wishing the pilot good
luck. The profound philosophical shift
is recognizing that it is your job to
build the runway. You don't hope they
find the path. You proactively engineer
it for them. And the four-step process
we are dissecting that is the
architectural blueprint for constructing
this very runway. Doso, how do you lay
the first slab of this information
runway? This begins with the first step
in the process, the lead magnet. And to
understand its power, we must first
discard the common view of it as a
simple bribe, an exchange of an email
address for a checklist. Its true
function is far more profound. A truly
great lead magnet is a micro
demonstration of competence. It doesn't
try to solve the prospect's entire life
problem at once. Instead, it isolates
one single tiny nagging sub problem and
solves it for them completely and
elegantly. As Alex illustrated, you
don't teach them how to build a lasting
marriage on day one. You solve the
immediate specific uncertainty of a
single moment. By delivering this small
but perfect result, you make the first
significant deposit into their trust
bank. You move from the realm of
abstract promises to the world of
tangible proof. You are no longer just
claiming you can help them. You have
actually helped them in a real and
memorable way. This single act creates
powerful psychological momentum. The
prospect's internal monologue shifts
from who is this person to that was
surprisingly helpful. I wonder what else
they know. You have now earned their
attention not through hype but through a
genuine delivery of value. Having earned
their focused attention with a valuable
first step, the next stage of the
process is to channel it into the most
powerful part of this entire machine.
the video sales letter or VSSL. But once
again, we must reframe its purpose. A
VSSL is not a lengthy commercial
designed to persuade. It is a time
compression engineered to build
certainty at an accelerated rate.
Consider the journey of a customer who
builds trust organically over 6 or 12
months. They might consume dozens of
your videos, read articles, and see
posts. Diva's function is to take the
sum total of all the potential
information the corp leaves. the case
studies, the key arguments, and
meticulously condense it into a single
focused and uninterrupted session. Its
primary job, therefore, is not to
persuade. Persuasion implies pushing a
belief onto someone. Instead, its job is
to systematically eliminate doubt. It's
a methodical process of unearthing every
potential question, every hidden fear,
and every skeptical thought the prospect
might have, and addressing each one with
honesty and clarity. Transforming the
process from a battle of wills into an
act of service. This act of addressing
questions and doubts before they are
even fully formed is where the system
elevates from a clever process to a
profound philosophy. This is not the old
world defensive tactic of objection
handling which treats the customer's
concern as a problem to be defeated.
This is the practice of proactive
empathy. It is an act of profound
respect for the prospect's intelligence.
Instead of waiting for them to voice a
concern so you can counter it. You honor
them by anticipating it. You step into
their world and acknowledge their
legitimate fears. Would this take too
much of my time? What if it doesn't work
for my specific situation? Is this
really worth the investment? These are
not attacks to be deflected. They are
valid questions from a thoughtful person
carefully evaluating a decision. By
addressing these points hit on honestly
and without evasion, you send a powerful
meta message. I see you. I understand
your concerns and I am not afraid of
them. This is the cornerstone of true
influence. It isn't about having the
cleverest arguments. It's about
demonstrating such a deep understanding
of someone's world that they feel safe
enough to follow your guidance. This
leads us to a deeply counterintuitive
principle in a world obsessed with
making everything frictionless. The
systems latest steps requiring someone
to watch a long video or fill out a
detailed application are not design
flaws. They are not barriers intended to
keep people out. They are in fact
respectful filters. Their purpose is to
filter for the one quality that cannot
be faked. Genuine intent. In any
significant decision, there are those
who are merely curious and those who are
truly committed to making a change. A
small amount of structured friction is
the most effective and dignified way for
people to self- select which of those
two camps they are in. This process
honors everyone's most valuable asset
time. It honors the business's time by
ensuring its experts only speak with
individuals who are serious and
informed. But just as importantly, it
honors the prospect's time by preventing
them from entering a sales conversation
they aren't yet prepared for. The result
is that the final conversation is
transformed. It ceases to be a pitch and
becomes a collaborative strategy session
because the foundation of information
and intent has already been firmly laid.
This entire engineered process provides
clear path for those with immediate
intent. But what about the vast majority
who are not ready to make a decision
today? This is where we see the full
elegance of the philosophy which
operates at two distinct speeds. The
four-step funnel is the microwave. It is
designed to rapidly heat up a prospect
who is ready now. Taking them from cold
to hot in a compressed period by
delivering a massive amount of value up
front. But for everyone else who enters
your world, you employ the slow cooker,
your email lists, your free communities,
your consistent content. This is where
you patiently and systematically build
certainty over months or even years,
providing steady value without immediate
expectation. Crucially, these are not
two separate strategies. They are simply
different speeds of the same fundamental
engine. Both the microwave and the slow
cooker are powered by the exact same
fuel, the delivery of information to
create certainty. One simply does it in
a sprint while the other runs a
marathon. And this ultimately is what a
powerful brand truly is. A brand is not
a logo. It is the accumulated result of
building certainty at scale over a long
period. Ultimately putting your business
on easy mode is not about finding a
magic trick. It is the natural result of
moving from hope to engineering, of
systematically building certainty for
the people you seek to serve. If this
deeper insight into the psychology of
certainty resonated with you, subscribe
for more analyses and share in the
comments how this principle shifts your
perspective on building a sales process.
To get the full original context and
tactical breakdown from the source, make
sure to watch Alex's complete video
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