| name | hormozi-scale-framework |
| description | WHAT: Alex Hormozi's "More, Better, New" Scale Framework — how to systematically scale advertising by exhausting current activities before adding new ones. From $100M Leads.
WHEN: When applying hormozi scale framework knowledge |
Hormozi Scale Framework
hormozi-scale-framework
Core Principle
"First, you do way more of the advertising that works until it breaks. Then the next drop-off point becomes obvious. Then you keep that level of advertising up while you go back, fix the constraint, and make it better."
The key insight: Don't add new advertising channels until you've exhausted your current ones. Scale through depth before width.
The Three Scaling Strategies
Strategy 1: More
Do MORE of what's already working.
The rule: Scale successful activities until they break or diminishing returns hit.
How it works:
- Identify what's working
- Double down on that channel
- Keep increasing until returns decrease
Strategy 2: Better
Make what's working MORE efficient.
The rule: Fix the constraints that limit your successful channels.
When to use:
- When scaling more hits diminishing returns
- When a bottleneck appears (creative, offer, delivery)
- Before moving to completely new channels
Common constraints to fix:
- Creative quality
- Offer optimization
- Targeting refinement
- Landing page/conversion
Strategy 3: New
Add NEW advertising channels.
The rule: Only after exhausting more AND better do you add new.
The order of expansion:
- New ad placements on familiar platforms
- New platforms with familiar content
- New platforms with new content
- Completely new core four activities
The Scaling Hierarchy
The Order of Operations
| Priority | Action | When to Apply |
|---|
| 1st | More | While it's working, scale it |
| 2nd | Better | When more hits a ceiling |
| 3rd | New | Only when better is exhausted |
The Key Question
"What's stopping them from doing 10 times what they're currently doing?"
Depth vs. Width Strategy
Depth Then Width (Preferred for most)
Maximize Platform A
↓
Add Platform B (maintain Platform A)
↓
Add Platform C (maintain A and B)
↓
Repeat until all relevant platforms maxed
Advantages:
- Learn one platform deeply before moving on
- Returns compound on known platforms
- Lower risk
Width Then Depth
Try multiple platforms at once
↓
See what sticks
↓
Double down on winners
↓
Go deep on winning platforms
Advantages:
- Faster to find winning platforms
- Good when you need speed
The Core Four Activities
These are the four ways to let people know about your stuff:
| Activity | Type | Examples |
|---|
| Warm Outreach | 1:1, Known | Personal emails, DMs, calls |
| Cold Outreach | 1:1, Unknown | Cold emails, cold calling |
| Content | 1:Many, Public | Posts, videos, blogs |
| Paid Ads | 1:Many, Paid | Facebook Ads, Google Ads |
Combining Core Four
"Every combination of the core four advertising activities boost each other in some way."
- Content + Paid Ads → better ads
- Cold Outreach + Content → better outreach
- All four compound together
The Scaling Decision Tree
Is current advertising working?
↓
YES → Can we do MORE? → YES → Scale MORE
↓
NO
↓
Can we make it BETTER? → YES → Fix constraints
↓
NO
↓
Can we do it on NEW platform? → YES → Add NEW platform
↓
NO
↓
Can we do NEW core activity? → YES → Add NEW activity
↓
NO
↓
Move on (exhausted)
Key Principles
The Compound Effect
"The money, the systems, and experience you earn from the prior method will help you master the next one."
More + Better > New
Most businesses should exhaust more and better before touching new.
The Question to Ask
"What will get me the most leads for the least amount of work?"
Key Questions for Scaling
/prompts:
- "What's currently working that I could do more of?"
- "What constraint is preventing my current ads from scaling further?"
- "What could I fix to make current advertising work better?"
- "Have I exhausted more AND better before looking at new channels?"
- "What's the order of expansion for new platforms/placements?"
- "Which core four activity am I neglecting?"
Source
From $100M Leads by Alex Hormozi, Section: "More, Better, New" scaling framework
Core concepts:
- More, Better, New hierarchy
- Depth vs Width scaling
- Core Four activities
- Scaling decision tree
- Compound effect of combining channels
Transcript source: ~/Downloads/100MLeads.txt (Docker: /home/GOD/100MLeads.txt)
Related Skills
hormozi-lead-generation — 4 traffic sources + lead machinehormozi-lead-getters — Leverage through other peopleexpert-secrets-funnel-types — Different funnels for different stages
