Contacting "strangers" who don't know you yet but fit your target profile. Hormozi emphasizes personalized, non-spammy messages that focus on a "soft offer" like a free audit or lead magnet.

Beyond the Core Four, Hormozi identifies four additional ways to leverage others to generate leads for you:

Contacting people who already know you (friends, family, past clients). It is the fastest way to get your first few customers.

Partnering with experts who can apply these frameworks at scale on your behalf. Key Takeaways for Scaling

Getting other businesses to advertise your products for free in exchange for a commission.

Hormozi’s framework is built on the principle that leads are the lifeblood of any business, and scaling to $100M requires a systematic approach to attracting "strangers" and turning them into customers.

Hormozi breaks down lead generation into four primary activities, known as the "Core Four". These are the fundamental ways to let people know about your business:

Running advertisements to scale faster once you have a proven message. Hormozi's 3-part framework for ads includes a Callout (grab attention), Value (benefit), and a clear Call to Action (CTA) . The Four "Lead Getters"