a single source, nothing corroborates it

Set the frame before you polish the words

Identical advice reads as profound or as worthless depending on who appears to be giving it, so the status attached to your name does most of the work a sentence gets credited for. Put a concrete figure into how you describe yourself, and keep repeating that you have nothing to sell, which separates you from everyone who does.

The method

1. 01

   Attach a large concrete number to your own label so the frame does the work, because the same advice from someone who reads as a random person carries nothing.

2. 02

   Spend most of your effort on the frame around what you say rather than on the words themselves, because identical advice reads as life-changing or as worthless depending on who appears to be saying it.

3. 03

   Say openly and repeatedly that you have nothing to sell, which separates you from the guru crowd and buys trust.

What it returned

• $100M

  The example is positioning yourself as a $100M entrepreneur, and the contrast drawn is with the identical point coming from Warren Buffett versus from nobody in particular.

• 20

  The split he gives is 20 percent the actual words, 80 percent the frame, and it holds even when the point has been made many times before and better.

Sources

• The Hormozi Playbook – Jakob GreenfeldAlex Hormozi · jakobgreenfeld.com · Step 1: Build Authority · 2023-06-12