Hormozi's Rule of 100

There are hundreds of growth gurus selling you the "ultimate marketing system." Some swear by paid ads. Others preach organic content. And don't get started on the cold outreach evangelists (I’ve tried all three).

But Alex Hormozi cuts through the noise with something brilliantly simple: Pick your poison — 100 DMs, $100 in ad spend, or 100 minutes on content. Basically, you need to move 1 of 3 levers to grow your business.

Here's the real lesson: Everyone has more of something — time or money. The trick is playing to your strengths.

• Got money but no time? Buy ads. Build a team. Pay for reach while you focus on high-value activities.

• Got time but lack skills? Start DM-ing. It's the great equalizer. No creative talent required — just persistence and genuine outreach.

• Got time AND skills? Go for viral content. This is where you get the most bang for your buck (my current focus).

One of my posts hit 100,000+ views on Instagram organically. Out of curiosity, I checked what it would have cost to put that same content in front of 100,000 people through ads.

The math is brutal: Instagram's average CPM in June 2025 is $8.16, meaning it would have cost me around $816 to reach 100,000 people with that same content through paid ads.

Instead, I reached them for free. And the post is still growing.

That's a 100% ROI on time invested versus paid promotion. Every hour I spend creating content that hits has unlimited upside — no daily budget caps, no bidding wars, no audience fatigue from seeing the same ad.

The viral route isn't just about saving money. It's about earning attention instead of renting it. When your content spreads organically, people are choosing to share it (2,139 people shared it), not scrolling past it. That's social proof money can't buy.

Your move depends on what you have more of…but if you've got skills AND time? Stop paying Zuckerberg for what you could earn for free. This is how you’re going to find your 1,000 true fans.

Talk soon,

- Brock Swinson

P.S. Here’s something else that likely wouldn’t have happened with paid ads: the official account for Jackass shared it in a story and started following me.