Alex Hormozi, the successful entrepreneur and business guru, relayed an amazing anecdote from his world record breaking book launch. His book, $100 Million Money Models, sold $150 million in twenty four hours and set the Guinness Book of World Records for such feats.

Hormozi, already a prolific marketer, averages almost 500 pieces of content per week. In the weeks leading up to the launch, his team orchestrated a full-on media blitz to promote the book. His $10 million dollar marketing budget included ad spend as well renting billboards and other traditional forms of media.

Just days before the August 2025 launch Alex, who lives in Las Vegas, encountered a fan on the street.

“Alex, I love your stuff man!” said the fan.

“Thanks, are you coming to the book launch?”, Alex responded.

The fan replied, “What do you mean? I had no idea you had a book coming out.”

The funniest part of the story was that right behind where Alex was standing was one of the billboards he had rented with a larger than life-sized picture of himself holding the book.

The lesson is a painful reminder about getting noticed. This was an actual fan, not simply someone who only casually knew about Alex Hormozi, and they were not aware of his latest product offering.

Hormozi’s is often quoted as saying, “Your business fails because no one knows you exist.”

I’ve started taking Alex’s message to heart. With my clients and my own endeavors, I’ve often been puzzled by how great products and services can get little or no traction.

Of course, there can be fundamental issues such as lack of product-market fit. Great hammers won’t sell if there aren’t nails to sink.

But how much is product-market fit versus not enough of the market knowing about your offering to begin with? It’s hard to know but I think a good rule of thumb is to simply do more marketing.

Not only is the market blind to our businesses, we are often blind to how much promotion we realistically need to do to be noticed in the marketplace.

Additionally, we all have time and resource constraints, and mental blocks that hold most of us back when it comes to promoting ourselves and our offerings.

None-the-less we have to overcome them if we want our businesses to succeed.

The following is how I’m attempting to do just that.

I’ve been examining what I believe about the audiences I’m promoting to.

How will they view my offer, content, and my messaging?

For example, I hate repeating myself. To post about an offer or something I’m building twice in one week feels shameless. Three times is incomprehensible.

Guess what? No one is keeping count, assuming they’ve seen it at all. The famous communication maxim, “Seven Times, Seven Ways” holds here as well.

You literally MUST repeat yourself if you want to be noticed.

If saturation is impossible at scale for someone like Alex Hormozi, my discomfort from my fourth post is meaningless.

The truth that’s worth accepting is that no one is paying attention.

That’s paradoxically good and bad.

It’s good because, since no one is watching, I shouldn’t have any hang-ups about my content.

It’s bad because no one is watching!

Only increasing the volume of my outreach will solve it.

The competition for people’s declining attention spans continues to increase.

The volume of my outreach has to increase just to keep up.

“Do more” is good advice but not very helpful.

How am I doing more? Mostly by leveraging technology.

I recently began testing an AI based GTM (Go-To-Market) system that identifies and cold emails potential leads. You simply give it your website, answer a few questions and it’s starts sending emails to targets. I am still refining the instructions but it sent 400 emails in a matter of a few hours. The initial response rates look promising as well. It would take me days to send that many outbound emails assuming I could identify that many targets.

The other strategy I plan to lean into is repurposing content. For example, I’ve written over seventy issues of this newsletter and I have barely repurposed any of the content into other forms of media.

I have a treasure trove of content that I don’t need to create, just repurpose.

By leveraging both technology and my existing content base, I plan to increase not just the volume of my outreach but the variety as well.

Variety is more than content types, it also covers channels and messaging.

For example, I post this newsletter exclusively on my website. Why not also post it on X or LinkedIn instead of posting a link? Same piece of content on three different platforms.

Or I can take a newsletter issue and break it down into several social posts.

Additionally, while some of my newsletter articles are written to a broad audience, they can be modified to target certain niches. For example, many of my articles about AI could be repurposed into posts targeting specific industries or business types.

The point is when I create any kind of content, whether it is a cold email, a social media post or a newsletter, I will leverage it to different audiences, channels, and perspectives.

I’m learning that speed is one of the most valuable attributes in business. If I want to create more, I need to create faster.

Part of creating faster is getting over my perfectionism and just shipping.

A friend of mine used to post math education videos on Facebook. Most would get minimal, if any, views. One day he posted a video discussing new approaches to learning being used in schools. It was just a video of him standing in front a white board writing in orange marker which is difficult to read. The video got over a million views. It wasn’t highly produced but it contained content that resonated with an audience. That one video led to numerous speaking and consulting engagements. He would have never predicted his under-produced video would have gone viral.

In reality, none of us know. It’s a numbers game. Even if a piece of content or 100 cold emails get no response, the next one might. Or the video with two hundred views is viewed by one person who needs your product or service.

The extra time I spend editing and perfecting my outreach is time I’m not spending reaching out.

The market is blind to us and we’re blind to how little people care. They don’t.

What’s difficult is that’s its not complicated.

I know I should post more. I know I shouldn’t have waited this long to repurpose content or publish on other platforms. I know what perfectionism has cost me.

What I didn’t realize was how far off my sense of “enough” really was.

It has been a huge blind spot.

If you’re wondering how much of a blind spot you might have, ask three people relatively close to you what your business does and who it’s for. Also, ask them if they saw your last social media post.

Don’t be offended if they can’t articulate your offer.

Don’t be surprised if they didn’t see your post.

Alex Hormozi’s fan was standing under a billboard with Alex’s face on it and still knew nothing about his book launch.

Your billboard is likely smaller than his. Keep posting.

My goal with The Leap is to provide you each Saturday with the knowledge, tools and lessons learned to help you get started and keep going toward building your future. 

Whether you are making the leap to startups, solo-entrepreneurship, freelancing, side hustles or other creative ventures, the tools and strategies to succeed in each are similar.