Positioning Over Polish: Create a Category and Movement

Nathan stresses positioning as the core of great launches, showing how Alex sold a movement and offer, not merely books.

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Everyone saw the headlines—but the real lessons from Alex Hormozi’s $100M book launch are in the planning, positioning, and pre-launch.

In this episode, I break down the fundamentals you can lift straight into your next product launch or Black Friday promo: how to think like a founder (not an influencer), engineer your unit economics, and turn months of value-led content into a movement people want to be part of—before you ever make the ask.

Here’s what you’ll take away: • Launch like a founder: plan, test, and engineer every touchpoint (not just “post & hope”) • Positioning > polishing: sell the category and the community, not just the product • Pre-launch depth: stack 3–6 months of value to build goodwill, trust, and demand • Make the math work: VIPs, bulk buys, and upsells that liquidate ad spend • Content as R&D: use social to test hooks, angles, & offers long before launch day • Audience size isn’t everything: relationships and belief beat raw follower count

If you apply even one of these to your next launch—especially dialing positioning and pre-launch—you’ll see a lift in conversion, revenue, and long-tail demand.

Want to listen to our episode with Alex Hormozi? → https://

megaphone.link/YAP7042297298

This is a brand new solo series I’m testing, and I’d love your feedback. Email me directly at nathan@foundr.com — I read every reply. Hope you enjoy it.

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