10 Reasons Behind Why We Broke The Guinness World Record
How we made $100 million in 72 hours and changed the game forever with Alex Hormozi's $100M Money Models Book Launch
What Happened?
On Aug 16th 2025, my partner Alex Hormozi launched his new book $100M Money Models
The top 5 best-selling authors until that weekend were: George W. Bush, Bill Clinton, Michelle Obama, Barack Obama and Prince Harry at the #1 spot
We beat all of them and beat the Guinness Book of World Records for the #1 non-fiction book launch of all-time with over 3.6 million copies sold during the launch
Before anyone does the math, we publicly stated that we made over $100 million in 72 hours.
You will see a lot of stories about funnel hacking this on the internet, so I wanted to give you a quick behind the scenes on who exactly deserves the credit.
Given the massive growth momentum; instead of waiting on next year’s hiring, we are pulling forward numerous roles to work on our world-class team. If you are an A-player and are super cool, check it out. We’d love to talk to you.
10 Behind The Scenes Reasons Why We Broke The World Record
1. Alex Hormozi: When you combine great content with extreme generosity, the world wants to help you win. He is the GOAT. Period.
2. Leila Hormozi: Most people don’t realize the magic of my best friend and partner. She’s one of the greatest entrepreneurs of our generation, and her competitive greatness was the heartbeat of this launch.
3. The 1996 Chicago Bulls of media. You can’t hire our Media Team. They produced hundreds of pieces of creative, thousands of ads, and kept the entire launch infrastructure live for 33 hours. They are undeniable.
4. Focus on people. We had 400 sales reps working on one mantra: Customer experience, not conversions. How you sell is just a function of how you serve.
5. Redefine proof. While most people “show proof” with screenshots and testimonials, we did it live... helping entrepreneurs who called in to the launch hotline on air. We proved the material works by showing how to use it in real time, with zero prep.
6. Rethink selling. We went 33 hours on a livestream without using the word “BUY” once. Let that sink in.
7. Funnel unhack. If your free stack (aka goodwill) > your paid stack, you don’t have to sell anything. People want to buy to thank you for your generosity.
8. Remember why you get objections.
(1) Your value prop isn’t clear enough.
(2) Your product/presentation isn’t good enough.
(3) Your brand isn’t big enough.
Reverse-engineer that, and you won’t have to “sell” anything again.
9. All-hands on deck. Every single person at our company worked at level 10 and obsessed over the smallest details. You can’t teach care and competitive greatness.
10. Nothing Great Happened Without It Being Written Down. I wish I could show you the planning, documents, scripts, workbooks, SOPs, and hundreds of internal memos that designed the 72 hours the world saw. That’s what broke the world record and generated $106M.
A lot of people will try to take credit for what our team did… and I can tell you it’s almost impossible for anyone to understand, let alone replicate, the series of events that led to the greatest book launch (more like marketing event) in the history of the world.
Moral of the story:
Volume negates luck 🔥
Here is a little behind the scenes photo collage for you
Other Popular Posts From The Week
And when Sharran repeated in Alex hormozi style, volume negates luck, I had the feeling of goosebumps
Inspirational to say the least. You guys definitely inspire greatness in us all.