hormozi-customer-avatar

name	hormozi-customer-avatar
description	WHAT: Alex Hormozi's Customer Avatar framework — the 4-step process to find your most profitable customers and double down on them. From $100M Lost Chapters (Your First Avatar). WHEN: When applying hormozi customer avatar knowledge

Hormozi Customer Avatar

hormozi-customer-avatar

Core Principle

"You make more money because of who they are, not because of who you are."

The key insight: Focus on your best customers (top 20%) and find what they have in common. Then re-engineer everything to attract more of them and repel the rest.

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Why Most Businesses Get This Wrong

Most businesses try to serve everyone. But:

• 20% of customers bring in 80% of revenue
• Replace the bottom 80% with more top 20% customers → 5x growth
• The best customers don't just pay more — they stay longer, refer more, and are easier to serve

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The 4-Step Avatar Process

Step 1: Survey Your Customers

Create a survey with these question categories:

Category	Questions to Ask
Demographics	Age, gender, location, job title, family status, business type
Business Stats	Revenue before/after, profit, team size, pricing, churn, LTV
Aspirations	What was their goal? What problem were they solving?
Buying Process	Why did they buy? Trigger event? What content did they consume? How did they find you? Who referred them?

Pro tip: Offer an incentive to complete the survey. Or better — ask live on a call or at an event.

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Step 2: Find Your Biggest Spenders

Sort customers by three metrics:

1. Revenue generated — Who pays the most?
2. LTV (Lifetime Value) — Who stays the longest?
3. Ease of service — Who is easiest to work with?

Focus on the top 20%. Ignore the rest for now.

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Step 3: See What They Have in Common

Read through the survey responses from your top 20%. Find the 3-5 qualifiers they all share.

Examples of qualifiers:

• "They were between 35-45 years old"
• "They had 10-50 employees"
• "They were in the fitness industry"
• "They'd been in business 3+ years"
• "They had a specific problem (chronic pain, revenue stagnation)"

The goal: Come up with the FEWEST qualifiers that explain why these customers are your best.

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Step 4: Execute

Once you have your avatar qualifiers:

A. Speak to your new avatar:

• Update all advertising to target the new avatar specifically
• Be upfront about customer requirements
• Repel bad customers — Stop selling to people who don't fit
• Attract best customers — Double down on channels where they come from

B. Re-engineer the sales process:

• Reverse-engineer the exact buying journey your best customers took
• What content did they consume first?
• What was their trigger event?
• How many touchpoints before they bought?
• Recreate that path on purpose

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The Pricing Implication

"You can charge more because of who they are, rather than who you are."

Same work, different customers, vastly different revenue:

Customer	Revenue Impact	Your Cut (10%)
Small business ($100K revenue)	+$40K/year	$4K/year
Enterprise ($10M revenue)	+$4M/year	$400K/year

Serving the right customer means you can charge more for the same work.

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What If You Have No Customers Yet?

Start with what you know:

1. Think about who you'd MOST enjoy serving
2. Think about who would get the most value from your service
3. Think about who can afford your price
4. Design your avatar before you have customers

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The Avatar Checklist

When defining your avatar, answer:

/prompts:

• "Who are my top 20% of customers by revenue, LTV, and ease of service?"
• "What are the 3-5 qualifiers they ALL share?"
• "Where do these customers come from? (What channels?)"
• "What triggered them to buy? (Event, problem, opportunity?)"
• "What content did they consume before buying?"
• "Who referred them?"
• "What would I have to remove from my business to repel non-avatar customers?"
• "What channels should I double down on because my avatar comes from there?"

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Source

From $100M Lost Chapters — Chapter: "Your First Avatar"

Key quote: "This is not your mama's find-a-niche chapter. This is real, how-you-make-tons-of-money type stuff."

The process comes from Vista Equity Partners' acquisition strategy: find the best customers, cut the worst, double down on what works.

Transcript source: ~/Downloads/100MLostChapters.txt (Docker: /home/GOD/100MLostChapters.txt)

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Related Skills

• hormozi-market-selection — Picking the right market first
• hormozi-grand-slam-offer — Building offers for your avatar
• hormozi-pricing — Premium pricing strategies