Before seeking leads, Hormozi argues you must have an irresistible "Grand Slam Offer". This is an offer so good that prospects "feel stupid saying no". The "extra quality" here is defined by perceived value: The Value Equation : Value is a function of the Dream Outcome Perceived Likelihood of Achievement , divided by Time Delay Effort & Sacrifice Bonus Stacking

This shift moves you from trying to generate leads from scratch (a slow, expensive process) to leveraging existing assets. The book categorizes lead generation into two distinct buckets: