What Hormozi's Money Models course taught me about outsmarting human resistance to change. Give options.

Alex Hormozi has a course on money models - essentially, a masterclass in how to use human biases to drive sales.
As I’m working through it, I keep having these aha moments.

Because the very same principles show up in coaching. I use them all the time to drive results for clients. And they might also explain why so much change - whether personal or organizational - gets resisted.

Hormozi teaches:
If you want to reduce resistance to your offer, don’t ask for a yes/no.
Instead, ask: Do you want option A or option B?
It’s the menu upsell.

That works in coaching too.
A bad coach tells clients what to do.
A good coach says: Does option A or option B sound better?
(And even better if those options come from the client, nudged gently in the right direction.)
They call it client-led coaching.

It works in change management as well.
Brainstorm individually, evaluate together, and then ask people to choose between two workable paths.

Resistance goes down. “Upsells” go up. Things move forward. People take action.

That's what leading change methodologies mean, saying "co-create, co-design, get people involved"

And it all comes down to the good old self-determination theory of motivation. One of the foundational human needs is autonomy. Our need to make choices and feel we are in control.

The bigger picture:
Change - whether we’re leading others or trying to lead ourselves - is messy and complex. Humans are infinitely diverse.
And yet, beneath the variety, there are predictable patterns. Our common biology and psychology shape us all. When we design with those patterns in mind, resistance eases and results become more reliable.

Over to you dear reader,
Where could you apply this principle? Where could you co-create the course of action instead of dictating it, demanding it, stealing someone's right to be free?

Try it in small ways with yourself first:
Apple or pear for dessert?
Protein shake or bar for your afternoon snack?
Write this report or that analysis first?

See what happens when you stop asking for a yes or no and start asking which way forward feels best?

PS. This is why I love learning from different disciplines - the red threads of human behavior weave through sales, coaching, and change management ... - giving you confidence that it'll work everywhere else. When the patterns repeat across fields, that’s when I know: I can trust them. I can design for them.