Ever wonder how someone can pull off a $100 million launch weekend?

Sounds insane, right? Well, that’s exactly what Alex Hormozi just did with his newest book, The $100 Million Money Models. And in this episode of The Happy Hustle Podcast, I break it all down, what made this launch historic, why it worked, and most importantly, what we can learn and apply in our own launch.

Here’s a little context: I’ve known Alex and Leila through Russell Brunson’s Inner Circle and at Funnel Hacking Live. While I wouldn’t say we’re close, I’ve watched his rise from the sidelines, and this latest launch left me both impressed and inspired. Alex not only sold millions of books in a single weekend, but he also set a Guinness World Record for the fastest-selling nonfiction book of all time. That’s no small feat.

So how did he do it? A few big lessons stood out:
First, Alex built massive goodwill with his community long before the launch. By consistently giving value through his previous books and free content, he primed people to trust him and want in on whatever he released next. That’s a reminder for all of us: give first, sell second.

Second, his live stream wasn’t just a sales pitch; it was a nine-and-a-half-hour marathon of pure value. He and his team created urgency, included mystery speakers, and turned it into an event. Production quality was top-notch, and he positioned himself as a teacher, not a salesman.

Third, the book launch itself was the lesson. He demonstrated his money models in real time by making the launch a meta example of what the book teaches. That kind of alignment between message and execution builds unmatched credibility.

Fourth, the offer was genius. From the $6,000 “donate 200 books” bundle to the $18,000 upsell, Alex stacked so much value that buyers felt like they’d lose money if they didn’t say yes. And he layered in scarcity and urgency with real deadlines—no fake extensions, no gimmicks.

Finally, he gamified the whole experience. Affiliates had leaderboards, customers got share codes, and the whole thing became a status game. People weren’t just buying books—they were competing, contributing, and spreading the word.

Watching Alex pull this off was like a master class in monetization. But here’s the real takeaway: success leaves clues. You don’t need to hit $100 million to apply these lessons. Build goodwill, deliver crazy value, align your offers with your message, and create experiences worth talking about.

I’ve got to tip my Happy Hustle hat to Alex on this one. Absolute baller move. If you want the full breakdown of this record-shattering launch and how you can apply the strategies to your own business, tune in to this full episode.

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“It’s time to Happy Hustle, a blissfully balanced life you love, full of passion, purpose, and positive impact!”

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