Alex Hormozi

From Alex Hormozi's $100M Offers (2021): the Value Equation states that perceived value = (Dream Outcome x Likelihood of Achievement) / (Time Delay x Effort and Sacrifice). To increase the perceived value of an offer: increase the dream outcome and its perceived likelihood, and decrease time delay and required effort. The equation explains why guarantees increase value (likelihood), immediacy increases value (time delay), and done-for-you delivery increases value (effort). All four levers can be adjusted without changing price.

Hormozi's Grand Slam Offer framework ($100M Offers): instead of competing on price, build an offer by identifying every problem on the customer's path to their desired outcome and solving each one. The deliverables stack creates a combined value that makes the price look small by comparison. The framework: (1) Identify the dream outcome, (2) List all obstacles between the customer and the outcome, (3) Create a solution for each obstacle, (4) Trim to only the most valuable solutions, (5) Price the bundle against the combined value, not cost.