Why Constant Changes Kill Growth | Ep 893

The Game with Alex Hormozi

Alex Hormozi

Entrepreneurship, Education, Business, How To

4.9 • 4.4K Ratings

🗓️ 26 May 2025

⏱️ 37 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this tactical episode of The Game, Alex (@AlexHormozi) explains why changing too much too fast kills growth. He unpacks the 20% drop rule, the ICE framework, and how sometimes the most scalable move is doing less.

Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast, you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned and will learn on his path from $100M to $1B in net worth.

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Transcript

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0:00.0	There are probably a hundred things that you have on those notes and each of them you're like,
0:03.2	this could give me 5% more, this give me 10% more, this give me whatever.
0:06.0	If I know them and have a 20% guaranteed cost, that whether it works or not, I'm going to have this happen,
0:12.0	it changes what things I'm willing to take a bet on.
0:17.4	So how's this morning? Good? Yes? Tactical? Okay, good. That is the objective. And hopefully it puts a little more context on what I was talking about yesterday, which is, are there's probably a hundred questions you could have potentially asked, but ideally, or hopefully, you ask the questions that you think could get you the highest return. And that's fundamentally why we lay it out that way. To frame this Q&A, I want to go over a couple small things and then we'll kind of dive into it.
0:43.0	So one of the big ones is everyone here probably has a lot of notes from this morning and yesterday.
0:47.9	And when you get back in your car or you go to on the plane, you're going to up your laptop,
0:52.0	you're up up your notes and you'll probably open up some sort of fresh document and be like, okay, what am I actually going to do? Right? Because you have all
0:58.9	these ideas. And kind of the objective for me, when I think about how to prioritize within a business,
1:04.7	aka strategy, it's making sure that we get those one to three things that we're going to change
1:08.8	correct. And I want to introduce a little bit of
1:12.1	a concept that's taking me too long to understand. And it's really, really hard, which is this.
1:16.6	There's a lot of things that you can do to grow the business. You have a lot of ideas that you're
1:20.0	coming off from. And so let's, let's imagine that this line represents your current revenue level.
1:26.9	Whenever you make a change in the business,
1:29.3	my estimation is that we see about a 20% decrease
1:32.3	in revenue as a result of a change,
1:34.3	especially if it's a manual change.
1:36.3	We're changing a sales process,
1:37.3	we're changing a customer service process,
1:38.3	something that involves humans,
1:39.3	we're changed something that they're doing.
	...

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