hormozi-scale-framework

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.

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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:

1. New ad placements on familiar platforms
2. New platforms with familiar content
3. New platforms with new content
4. Completely new core four activities

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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?"

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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

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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

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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)

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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?"

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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?"

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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)

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Related Skills

• hormozi-lead-generation — 4 traffic sources + lead machine
• hormozi-lead-getters — Leverage through other people
• expert-secrets-funnel-types — Different funnels for different stages