---
title: "Generate flow, monetize flow, then add friction"
description: "The order Hormozi uses to bring a new offer to market."
canonical: https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/generate-flow-monetize-flow-then-add-friction/
updated: 2026-11-03
---

# Generate flow, monetize flow, then add friction

> The order Hormozi uses to bring a new offer to market.

Alex Hormozi's framework, from $100M Leads, 2 Bonus Chapters, pp. 1 to 20.

Framework 1 of 4 from [$100M Leads, 2 Bonus Chapters](https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Generate flow.** Start with a free or heavily discounted front end so demand and testimonials arrive and you have something to benchmark.
2. **Monetize flow.** Build further offers to upsell the people who came in.
3. **Add friction.** Raise the price of entry and the qualification demanded once the flow is proven.

## Where it comes from

From pp. 1–20

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/generate-flow-monetize-flow-then-add-friction.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/generate-flow-monetize-flow-then-add-friction-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/generate-flow-monetize-flow-then-add-friction.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/generate-flow-monetize-flow-then-add-friction-dark.png