The Core Four + Rule of 100 (Alex Hormozi)

beginner5 min read · updated 2026-06-20

As taught by Alex Hormozi · source

The Core Four + Rule of 100

As taught by Alex Hormozi, there are only four ways to get a customer in front of your

offer. Every "growth hack" is just one of these four, dressed up. Stop hunting for a fifth.

The Core Four

• Warm outreach — people who already know you, contacted one-to-one and privately. DMs,

texts, emails to your own list/contacts. Highest conversion, smallest audience.

• Cold outreach — people who don't know you, contacted one-to-one. Cold email/DM/call.

Scales further because strangers vastly outnumber friends.

• Post free content — one-to-many, public. You give value to an audience; some convert.

Compounds over time, slow to start.

• Paid ads — one-to-many, public, but you rent the attention. Fastest to turn on, costs

money, dies when you stop paying.

Two axes make it click: warm vs cold (do they know you?) and one-to-one vs one-to-many

(private vs public). That's the whole matrix.

The Rule of 100

Pick a channel and do 100 units of work a day for 100 days: 100 outreach messages, or

100 minutes making content, or $100/day in ad spend. The number forces volume past the point

where you can fool yourself about whether a channel works.

What to use in your business

• Start with warm outreach — today. It's free and converts best. Don't pitch; open with a

genuine, human message and ask who they know who has the problem you solve.

• Pick ONE Core Four channel and commit to the Rule of 100 for a week before you judge it.

Most people quit a channel after 5 attempts and conclude "it doesn't work."

• Sequence them as you can afford to. Broke and unknown → warm + cold outreach (time, not

money). Some cash → add paid ads to buy speed. Building a moat → post content so warm/cold

compounds over time.

• Track inputs, not just outcomes. Count the 100. If the activity is real and the result

isn't, the offer is the problem (see the Value Equation) — not the channel.

• Never wait for the "perfect" channel. Done-at-volume beats clever-but-untried.

The discipline: one channel, real volume, measured honestly — before you add a second.