What's the difference between $100M Offers, $100M Leads and $100M Money Models?

Offers is about building something so good people feel stupid saying no. Leads is about getting that offer in front of the right people. Money Models is about sequencing multiple offers (attraction, upsell, downsell, continuity) so a business compounds rather than relying on one single sale.

Do Hormozi's frameworks actually work for a small ecommerce business, or just for coaching/membership businesses?

Mostly yes, though some translation is needed — Money Models leans naturally toward memberships and tiered coaching offers. The attraction/upsell/downsell/continuity structure still applies to a subscription ecommerce business like Apostle; I've mapped our own version of all four above.

What's the biggest pricing mistake founders make, according to this?

Pricing against competitors instead of on value. It starts a race to the bottom and attracts customers who leave the moment someone undercuts you. Value-driven pricing — positioning yourself as a category of one — protects both margin and customer quality.

How do you know if your marketing is actually filtering for the right customer, not just getting views?

Track conversions, not views. A post can get hundreds of thousands of views and zero sales if it doesn't filter — the fix is a clear call to action and, underneath that, a genuinely specific idea of who your ideal customer is in the first place.

What is a money model, in plain terms?

A sequence of offers rather than a single one — an attraction offer to get someone in, an upsell and downsell to serve different readiness levels, and a continuity offer (subscription, membership) that provides recurring revenue.

I Tested Alex Hormozi's Marketing Strategy on My Own Business — Here's What Actually Worked