---
title: "What-Who-When framework"
description: "A way to generate many ad angles from the value equation."
canonical: https://tomsharman.com/bookshelf/100m-leads/what-who-when-framework/
updated: 2026-11-03
---

# What-Who-When framework

> A way to generate many ad angles from the value equation.

Alex Hormozi's framework, from $100M Leads, pp. 191 to 219.

Framework 23 of 46 from [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **What.** Know the eight key elements: dream outcome, likelihood, time delay, effort and their opposites.
2. **Who.** Show how the offer changes the customer's status in the eyes of others.
3. **When.** Run it through the past, present and future for them and the people they know.

## Where it comes from

From chapter: #4 Run Paid Ads Part I: Making An Ad, pp. 191–219

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/what-who-when-framework.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/what-who-when-framework-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/what-who-when-framework.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads/what-who-when-framework-dark.png