Why Hormozi’s 2.9M Book Launch Wasn’t a Funnel

And What You Can Learn to Grow Your Own Business

Hey Revenue Writers,

Alex Hormozi just sold 2.9M books in 24 hours. $87M in a single day. The Guinness World Record. And he didn’t do it with a funnel. The book was $100m Money Models.

He didn’t just break a record. He broke the internet.

At $30 a pop, that is $87M. He will likely clear $100M from this launch.

Here is the important part.

Hormozi did not do this with a funnel.

Yes, he had a funnel at checkout. But a funnel did not sell 2.9M books. His flywheel did.

A funnel is useful in a single moment.
A flywheel keeps people in orbit.

Funnels are scarcity-driven.
Flywheels are belief-driven.

Funnels chase purchases.
Flywheels build movements.

Hormozi’s flywheel was years of content, books, podcasts, frameworks, and belief-building that created gravity around his ideas. When the new book hit, that orbit collapsed into record-breaking momentum.

Here is the difference:

Traditional Funnel: Extract maximum dollars in one transaction.

• Free plus shipping book → $10

• Audiobook and digital upsell → $20

• Video course upsell → $97

This mindset is focused on the TRANSACTION.

Flywheel: Build maximum belief over repeated interactions.

• Content: podcast, channels, newsletters feeding belief

• Book: synthesizes POV and creates authority

• SmartScripts: chapters as content buckets that feed back into content

• SmartAssets: new products, presentations, and offers built from the same core POV

• Repeat

This mindset is focused on the INTERACTION of your customers and ideas.

That is how you stop chasing and start being chased.

For the past six months I’ve been building a platform that turns your book into this exact kind of flywheel.
It’s called Smart Publishing Studio. And it’s available now to founding members.

I have also been working on the sixth book in the Mini Book Revenue Machine series.

It’s about the body of the revenue machine, the Brand.

So when thinking ont he title, I thought: Mini Book Brand.

But I wasn’t sold on that title.

Two weeks ago I landed on the title.
Two days ago I designed the cover.

Then Hormozi’s launch proved everything I believe.

Funnels extract.
Flywheels expand.

Funnels chase.
Flywheels attract.

Funnels don’t build brands.
Flywheels do.

P.S. Paying members of this Substack will get the chapters of this book as they are completed… stay tuned.