I was reading through Alex Hormozi’s $100M Offers last night and hit a section I’ve seen a hundred times – but it clicked differently this time.
He lays out a simple five-step framework for building an offer stack.
The first three steps are what stopped me.
Step 1: Define the dream outcome.
Not what you sell. What your customer actually wants on the other side of buying it.
… The version of their life or business after the problem goes away.
For most business owners we work with, it’s some version of:
more revenue coming in
fewer hours going out
and a system that doesn’t break when they step away from it.
Step 2: List all the problems and obstacles.
Everything standing between them and that outcome.
The friction. The gaps. The stuff they’ve already tried that didn’t work. The fears. The logistics.
The “yeah but what about…” objections.
This is the part most people skip.
They go straight from “here’s the outcome” to “here’s my offer” – and then wonder why it doesn’t convert.
Step 3: Reframe every problem as a solution.
Take each obstacle and flip it. Not as spin – as product design.
If “I don’t have time to set this up” is a real problem, then done for you implementation is a real solution.
If “I tried this before and it didn’t stick” is a real fear, then ongoing optimization and monthly support is the answer to that fear.
When you run through this process honestly, something interesting happens…
Your offer stops being a list of features and starts being a direct response to exactly what your buyer is already worried about.
That’s why some funnels feel like they were made for you when you land on them – because they were.
Someone mapped the obstacles first.
This is the process we run through before we build anything.
Funnel type, AI stack, follow-up sequences – none of it matters until we’re clear on the outcome, the obstacles, and how the offer addresses each one.
If you want to walk through this for your business – what the dream outcome looks like, where the friction is, and what a system built around that would actually look like – that’s exactly what a strategy call is for.
No pitch. Just clarity.
— Jason