What $100M Launchs Look Like Behind the Scenes

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What’s up Rock Nation! Today we’re joined by Michael Lim, the architect behind some of the most elite content systems on the internet.

Michael led Alex Hormozi’s media team during the $100M launch and helped build the foundation for MrBeast’s Philanthropy channel. In this episode, we break down how world-class content teams actually operate, why followers aren’t a vanity metric (but not for the reason you think), and why most creators are playing the wrong game entirely.

We also get into building something worth talking about, optimizing for the right metrics, and what it really takes to win in today’s creator economy.

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Timestamps:

0:00 – Intro

1:01 – What a $100M Launch Actually Looks Like Behind the Scenes

4:49 – Treating a Content Launch Like a NASA Mission

5:55 – Why Redundancy Wins (And Failure Isn’t an Option)

8:09 – Compressing Months of Work Into Days

10:16 – How Ad Spend Really Ramps Before a Massive Launch

12:15 – Why Most Sales Happen in the Final 48 Hours

13:24 – Win $100k with Stan

14:32 – Parkinson’s Law: Why Deadlines Create Speed

16:31 – How Alex Hormozi Engineers High-Performing Hooks

19:35 – The Kaleidoscope Method for Infinite Ad Variations

24:15 – Why Most People Shouldn’t Be Making Content

27:50 – Build Something Worth Talking About First

31:06 – Finding Product–Market–Message Fit

33:06 – Lessons From Working With MrBeast

34:12 – How Elite Content Teams Think Like NBA Franchises

40:04 – Is the Founder the Coach or the Star Player?

41:48 – The Non-Negotiable Roles on a Billion-Dollar Media Team

42:56 – Why Team Happiness Is a Competitive Advantage

45:39 – Silent Retreats, Burnout, and Creative Longevity

48:39 – Detaching From Outcomes as a Creator

50:11 – You Are Not Your Thoughts

51:47 – Stoicism, Spirituality, and Long-Term Thinking

53:40 – Why Desire Is the Root of Stress

55:14 – Playing the Long Game in Media and Business

58:33 – How to Stay Consistent Without Losing Yourself

1:01:17 – The Mental Skill Every Creator Needs

1:05:00 – Creating Without Needing Validation

1:07:16 – Why Most Creators Quit Too Early

1:08:16 – Building Media That Doesn’t Break You

1:14:48 – What Winning Actually Means at the Highest Level

1:16:04 – The Cost of Chasing the Algorithm

1:19:53 – Designing a Career You Can Sustain

1:23:22 – The Real Goal Behind Building an Audience

1:27:04 – Final Lessons From a $100M Media Machine

1:27:54 – What Michael Would Do If He Started Today

1:33:50 – Advice for Creators Playing the Wrong Game

1:36:17 – How to Know If You’re Building the Right Thing

1:38:15 – Redefining Success Beyond Numbers

1:42:02 – Post Pod Debrief

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