Pick the customers worth the most and build marketing and sales around them.
Alex Hormozi's framework, from $100M Lost Chapters, pp. 8 to 18.
Survey your customers
Ask about demographics, business stats before and after, aspirations and the buying process.
Find your biggest spenders
Sort replies by who you like most, who spent most and who stayed longest, and keep the top 20%.
See what they have in common
Read the answers and pull out the fewest qualifiers they all share, usually three to five.
Execute
Speak only to the new avatar and re-engineer the sales process to copy how they bought.
From chapter: $100M Lost Chapters, pp. 8–18
Hormozi explains why these chapters were cut and how to read them in any order. The first chapter shows how to choose an avatar by surveying existing customers, sorting for the top 20% by spend and tenure, finding the three to five qualifiers they share, then speaking only to them and rebuilding the sales process around how they bought. At Gym Launch, 78% of top customers had consumed at least two long-form pieces before buying, so two were injected into every lead journey.
