$100M Leads: How to Get Strangers To Want To Buy Your Stuff

This practical guide cuts through the noise of modern marketing with actionable strategies for generating high-quality leads, even from complete strangers. Alex Hormozi shares the exact playbooks that transformed his businesses from struggling startups to a portfolio generating $200 million annually. Drawing from hard-won experience—like sleeping on a gym floor early in his career—he demystifies lead generation by focusing on scalable, repeatable systems rather than fleeting trends. The book emphasizes that getting leads isn’t about luck or big budgets but about understanding human psychology and leveraging proven frameworks anyone can implement immediately.

Hormozi breaks down eight “never-go-hungry” methods that work across industries, from the hook-retain-reward system for turning content into leads to the precise ad framework that makes strangers eager to engage. He reveals how to use cold outreach, referrals, and affiliate partnerships to flood your pipeline without expensive ad spend, stressing that volume and consistency—like doing 100 outreach actions daily for 100 days—are non-negotiable for results. Unlike theoretical business books, this one prioritizes execution: every chapter includes specific action steps, such as crafting lead magnets that solve narrow problems or designing whisper-tease-shout campaigns that build organic hype.

What sets this book apart is its relentless focus on leverage—getting 10x more results from the same effort. Hormozi explains how to identify bottlenecks in your lead flow and systematically remove them, whether through training teams, optimizing ad copy, or turning customers into advocates. He avoids jargon, using relatable examples from his own ventures (like gym businesses and software platforms) to show how small tweaks—like asking one strategic question to warm up “cold” leads—can dramatically boost conversions. The tone is direct and encouraging, acknowledging the grind while proving that sustainable growth is achievable with the right mindset.

Readers will discover why most businesses struggle with leads: they’re stuck in outdated tactics or overcomplicate simple principles. Hormozi dismantles these barriers with frameworks like the “Who-What-When” ad copy method and the “Open-to-Goal” mentality, which shifts focus from activity to outcomes. He also tackles overlooked gems, such as how free content builds trust without feeling salesy or why treating affiliates like customers unlocks free advertising. Throughout, the message is clear: leads aren’t about manipulation but about solving real problems so compellingly that people want to say yes.

Finally, the book bridges the gap between strategy and real-world application. Hormozi doesn’t just explain what works—he shows how to test it, measure it, and scale it fast. From turning street interactions into leads in two weeks to using agency partnerships to steal competitors’ secrets, every tactic is field-tested and ready to deploy. Whether you’re a solopreneur or run a growing team, this guide delivers the tools to fill your pipeline consistently, making lead generation a predictable engine for growth rather than a constant headache.