What we learned from $100M offers (and how you can sell like Hormozi)
I happened to be in a conversation between our CEO and the VP of Product Marketing one day.
That was the first time I saw our VP trembling like a thunderstorm and sweating like a hungry man being told by his partner, “Sorry, it’s over!”😊.
Honestly, I had never seen our CEO that angry before.
He scolded the VP harshly, and the reason? Our products weren’t performing well in the market.
I almost tried to sneak away, pretending I hadn’t witnessed anything, but the CEO spotted me and said,
“Bill, what’s your take?” I froze, fumbling not because I didn’t know what to say, but because I had just seen what happened to the VP and didn’t want to be next.
Still, my inner voice reminded me, “This is where you get your daily bread, you better speak up.”
So I quickly pulled myself together and said, “Sir, we need to do a root cause analysis to understand why our product sales are declining, and then we’ll report back with our findings.”
The CEO paused, then said, “Okay, move out of my office.” That’s how we got the green light to investigate.
I knew I had to support the VP of Product Marketing, he was shaken, and honestly, anyone less emotionally strong might have spiraled into depression after that meeting.
To move things forward, I suggested two quick steps:
First, we should run a survey among our internal staff to gather insights on how to improve product sales.
Second, his team should start visiting clients to collect direct feedback on how we can enhance our products and services.
Though these two actions seemed small, they had a powerful impact. I supported the VP in rolling them out, and the responses were eye-opening.
Both the internal survey and client feedback pointed to one clear issue: our product offers didn’t feel worth the price.
And as we all know, many entrepreneurs struggle to sell their products or services because their offer simply isn’t compelling.
I pulled the VP aside and said, “Instead of pretending we know everything, let’s follow the data, people are telling us to create a compelling offer.” At first, he looked at me like I was crazy, but then he said, “You’re right. Let’s do it.”
Not wanting to see him face another beatdown from the CEO, I started doing some research.
That’s when I remembered something from late 2024, during a business trip to Australia.
A participant at one of the sessions had mentioned a book called $100M Offers by Alex Hormozi.
I reached out to a few contacts I met there, and when I asked about the book, they were like, “You haven’t read it yet?” I joked, “You expected me to buy it immediately?”
Anyway, I introduced the book to the VP and suggested we dig into it before presenting our action plan to the CEO.
Since it was his project, I encouraged him to buy it, and he did. We scheduled regular sessions to go through the book together, while I also managed my regular responsibilities.
Now, let me share what I learned from $100M Offers…
1. Inspires and challenges your thinking
The book’s main purpose is to inspire and challenge your way of thinking.
For many people, it’s highly motivating, and if it pushes you to take action, that alone is a win.
That said, the technical advice should be approached with caution. It’s often oversimplified and may not apply directly without proper context.
2. Reveals gaps in value strategy
It opened my eyes to how much room for improvement there was in areas I thought I was handling well, especially in pricing, positioning, and how we communicate value. It’s not a silver bullet, but it reshapes your thinking around offers in a powerful way.
3. Better if goals are clear
You’ll get more out of the book if you know what you’re looking to improve. It doesn’t solve every problem, but it gives a solid framework for understanding what makes a compelling offer and where many businesses go wrong.
4. Value creation plus higher pricing
A lot of the book can be distilled into the idea: “create something genuinely valuable and charge more for it.” While that sounds simple, the examples and context provided help make the concept click.
5. Simple ideas, big impact
It’s a short read and not meant to be revolutionary, but if you actually implement the ideas, it can make a meaningful difference.
It equips you with a new way of thinking, which leads to better decisions and ultimately, business growth.
Discussion with the VP
After reading the book, I discussed it with our VP. He made a fair point: books like this, whether from Alex Hormozi or others like Neil Patel, often exaggerate their claims. While none of the strategies are inherently bad, and many make good points, the hype can sometimes overshadow the nuances. The real risk is that they minimize potential downsides and oversell outcomes.
That said, one key idea stuck with us:
“If your offer is bad, you won’t make money, you won’t get customers, and your life will be miserable.”
That was a wake-up call. We took that insight seriously.
How we applied it in our industrial leather footwear business
We regrouped, compared notes, and identified five core improvements to strengthen our offer.
Then, we presented our revised approach to the CEO, highlighting that these insights came largely from the book $100M Offers by Alex Hormozi, along with other complementary resources.
Here’s how we implemented those ideas:
1. Refocused on a starving crowd
Our earlier marketing efforts were too generic, trying to appeal to a wide range of industries.
This diluted our message and weakened engagement.
Instead, we narrowed our focus to specific high-need sectors like:
Construction
Oil & Gas
Industrial plant operations
These industries demand strict safety compliance and durable footwear, making them the ideal “starving crowd” with urgent needs.
2. Created a grand slam offer for Our niche
Our previous offer blended in with competitors, making us vulnerable to price-based comparisons. So we developed a differentiated, value-rich offer tailored to our niche:
On-site sizing consultations to ensure perfect fit and reduce return rates
Safety certification documentation provided with each order for compliance assurance
Free replacements within 90 days for wear-and-tear issues
Bulk order bonuses such as free extra pairs or accessories
Priority manufacturing queue for repeat business clients
These added layers made our offer more compelling, reduced friction in the buying process, and encouraged long-term customer relationships.
This shift was not just theoretical, it changed how we communicate, how we package our products, and how we align with our customers’ biggest pain points.
While the book itself wasn’t a magic solution, it gave us a mindset shift that translated into real, practical improvements.
3. We raised prices and reframed our value
Competing solely on price was eroding our margins and leading clients to undervalue our product.
Taking inspiration from $100M Offers by Alex Hormozi, we significantly raised our prices and aligned them with the actual value we deliver.
We repositioned the brand as a premium safety gear provider highlighting our durability, compliance standards, and long-term cost savings due to fewer replacements.
4. We further nichified and customized our messaging
Even within our B2B market, our messaging was too broad. We narrowed our focus by creating tailored offers for specific job roles.
For instance, we introduced “Executive Safety Footwear Solutions” targeting procurement managers, and “Custom-Fit Boots for Long-Shift Workers” featuring ergonomic insoles.
Each message addressed the unique pain points of its target audience.
5. We applied the value equation to reduce friction
Initially, buyers saw us as just another boot supplier. To shift this perception, we focused on both psychological and functional improvements:
Implemented a “zero-hassle onboarding” process
Stocked popular SKUs for faster fulfillment
Highlighted success stories through testimonials and case studies to increase perceived likelihood of positive outcomes
The result
After implementing these strategies, the results spoke for themselves. I saw a noticeable boost in team morale, particularly from the VP of Product Marketing, who was energized by the progress. Even the CEO, at one point, showed a moment of humility when he recalled how skeptical he was during our first discussion. But hey, we’re all human.
Summary
This experience proves that rethinking your offer can dramatically change your business trajectory.
You don’t need to throw money at Google Ads or hire high-cost influencers sometimes, one smart change can make all the difference.
I challenge you: get a copy of $100M Offers by Alex Hormozi. Study it. Apply what resonates with your business.
Once you've done that, come back here and share your insights so others can learn from your journey.
Final thoughts
Got feedback or thoughts?
Share them in the comments below.