---
title: "The content unit"
description: "The smallest piece of content that grows an audience."
canonical: https://tomsharman.com/bookshelf/100m-leads/the-content-unit/
updated: 2026-11-03
---

# The content unit

> The smallest piece of content that grows an audience.

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

Framework 10 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Lead generation.

## The steps

1. **Hook.** Get people to notice by using topics, headlines and formats they like.
2. **Retain.** Keep attention with curiosity, embedding questions through lists, steps and stories.
3. **Reward.** Satisfy the reason they consumed it, measured as value per second.

## 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/the-content-unit.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/the-content-unit-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/the-content-unit.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/the-content-unit-dark.png