Alex Hormozi spent $4,000,000 on ads for his book launch, $100M Money Models.
And that was just the pre-launch.
And that’s someone with millions of followers already.
I suddenly remembered this fact and the profound truth of growth it holds.
For the first time in my life, I rstarted running ads… and got 20 leads in the first 6 hours.
It was the slap I needed.
While I’ve been busy fixing myself, refining my product, polishing the next detail… the only thing I was actually missing was getting better at telling people about what I have.
Marshall Goldsmith, one of the world's top executive coaches wrote in The Earned Life:
“You must earn your credibility twice.”
I'm only now starting to get it.
He meant this:
It doesn’t matter how good your idea is.
It doesn’t matter how strong your track record is.
If you can’t communicate the value clearly, consistently, and in the right rooms, often and loud enough it won’t move the needle.
Ideas don’t spread because they’re good.
They spread because they’re heard in the right spaces.
Over the past week at Africa Tech Festival and all the startup events around it, I listened to pitches from founders who genuinely want to change the world.
Brilliant ideas.
Innovative tech.
Huge ambition.
And yet…
Most of the pitch was about how “great the idea” is. (Somebody just told me they had a "unicorn idea", don't we all?)
And almost nothing about distribution, networks, access, connections, or the ecosystem needed to give the idea a real chance to survive🌱
It scares me a bit because this is why so many small businesses stay small.
Not because their product is worse than what "the big guys" have.
But because we keep ourselves small with the belief that “if it’s good enough, it’ll take off.”
It won’t.
Not on its own. You have to become the biggest promoter.
So here’s the question I’m asking myself now, and the one I’m passing to you dear reader,
The thing you’re trying to do, that product or service that can change the world, or even your next promotion, are you telling the world about it enough?
In the right places,
to the right people,
at the right time?
