---
title: "The four-step avatar process"
description: "Find which customers are worth most and aim all advertising and selling at people like them."
canonical: https://tomsharman.com/bookshelf/the-lost-chapter/the-four-step-avatar-process/
updated: 2026-11-03
---

# The four-step avatar process

> Find which customers are worth most and aim all advertising and selling at people like them.

Alex Hormozi's framework, from The Lost Chapter, pp. 1 to 8.

Framework 1 of 2 from [The Lost Chapter](https://tomsharman.com/bookshelf/the-lost-chapter/index.md) by Alex Hormozi. Category: Sales and negotiation.

## The steps

1. **Survey your customers.** Send a form, or go through it live on a call, covering demographics, business stats before and now, aspirations and the buying process.
2. **Find your biggest spenders.** Sort replies by the customers you like most, who spent most and stayed longest. Focus on the top 20 percent and ignore the rest.
3. **See what they have in common.** Read every answer and list the fewest qualifiers they share, usually three to five.
4. **Execute.** Speak to the new avatar in all advertising and stop selling to anyone outside it, then reverse-engineer the buying process your best customers went through and make it happen on purpose.

## Where it comes from

From pp. 1–8

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-lost-chapter/the-four-step-avatar-process.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-lost-chapter/the-four-step-avatar-process-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-lost-chapter/the-four-step-avatar-process.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-lost-chapter/the-four-step-avatar-process-dark.png