---
title: "Lists, steps and stories"
description: "Three ways to embed questions that retain attention."
canonical: https://tomsharman.com/bookshelf/100m-leads/lists-steps-and-stories/
updated: 2026-11-03
---

# Lists, steps and stories

> Three ways to embed questions that retain attention.

Alex Hormozi's framework, from $100M Leads, pp. 109 to 131.

Framework 13 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Storytelling.

## The steps

1. **Lists.** Themed items with the count in the headline.
2. **Steps.** Actions in a set order with an explicit reward.
3. **Stories.** Events with a lesson, real or imaginary.

## Where it comes from

From chapter: #2 Post Free Content Part I, pp. 109–131

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/lists-steps-and-stories.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/lists-steps-and-stories-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/lists-steps-and-stories.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/lists-steps-and-stories-dark.png