Find stuff people already buy, and do it cheaper or better

Alex Hormozi nails it with this short post: stop trying to invent new markets. Just improve what already sells. Most people overcomplicate business by chasing “novel.” The winners chase “better.”

Why It Works

• Proven demand: no need to guess if people will buy
• Faster value: halve the time, double the ease
• Risk reversal = more conversions
• Referrals compound sales fast
• Boredom kills momentum more than failure

Real Life Examples

• Uber: taxis already existed, Uber just made payments and rides easier
• Airbnb: people already booked hotels, Airbnb made it simpler and cheaper
• Slack: office chat existed, Slack made it fun and super usable
• Dollar Shave Club: razors existed, they made the buying process effortless
• Peloton: stationary bikes existed, they added community and tech

Simple. Proven. Repeatable.