Building Influence Through SPCL Framework and Interest Media

Key Quotes

"we got 32 7 million views on youtube this month here's how so i posted 35 000 pieces of content this year we did a 100 million book launch for 100 million money models in 72 hours three days we did over 100 million in sales 105 7 or 6 million to be exact and the issue that most people struggle with is that you're making not enough content number one and the types of content that you're making are not attracting the types of customers you want"

Alex Hormozi begins by highlighting his significant content output and sales figures to establish credibility. Hormozi identifies two primary issues for most people struggling with content creation: insufficient volume and content that does not attract the desired customer base.

"so spcl what do these actually stand for all right so number one is status and this is why you hear me talk about proof so much but how do you define status from an operational perspective for those of you who are new to the channel i like to operationalize things meaning like i like to look at objective reality and describe how you would see with your eyes rather than try and put up a whole bunch of like emotional words around stuff"

Alex Hormozi introduces his SPCL framework for building influence, emphasizing an operational definition of "status." Hormozi prefers to define concepts through observable, objective reality rather than subjective emotional language, which he found confusing in the past.

"status is someone who controls reinforcers in a given environment so that's a little bit of a fancy word but fundamentally if you control the good stuff that people want then you will have status no matter what it is right and so the simplest example i have is like if you if you go to a bar and it's a busy bar and there's a bartender and you have to get the bartender's attention in order to get a drink or booze that guy in that moment has status he controls the scarce resource right"

Alex Hormozi defines "status" as controlling scarce resources that people desire, using the example of a bartender in a busy bar. Hormozi explains that this control over a desired resource grants the individual status within that specific environment.

"power comes from something in the behavioral dynamics world called say do correspondence what that means is if i say something and then you do it and then a good thing occurs a reinforcing event happens afterwards you are more likely to comply with a with a with a following request"

Alex Hormozi explains "power" through the concept of "say do correspondence" from behavioral dynamics. Hormozi states that power is established when someone makes a request, the recipient complies, and a positive outcome or reinforcement follows, increasing future compliance.

"and then likeness i know i'm skipping around but hey we're having a good time all right and so credibility is number three and i'm going to go in more detail on all these all right and then likeness so what's likeness so likeness is that you see some this is some people say relatability this can be both psychological in terms of you share similar values with this person you like you like their vibe whatever you want to say"

Alex Hormozi introduces "likeness" as the fourth component of his SPCL framework, equating it to relatability. Hormozi suggests likeness can stem from shared values, a compatible vibe, or even physical resemblance, influencing psychological connection.

"and if anybody's played like a video game it's like you have like a roll for like dungeons and dragons and it like depends on how how charismatic how much influence you have how high of a roll or how low of a roll rather you'd need in order to be successful with the request right and so if you want to stack that stat for you right then if you want to min max your influence if you will then you want to stack all four of these things"

Alex Hormozi uses a video game analogy, comparing influence to a dice roll in Dungeons & Dragons, to explain how stacking the SPCL elements increases the likelihood of success with requests. Hormozi advocates for "min-maxing" influence by combining all four components.

"i think what makes you unique if is if you actually lean into the the nuances that make you you and actually have a way to defend why you do what you do because most people don't even think about why they do what they do and if you do things and you don't know why it's not it's because you're falling someone else's directions for your life rather than your own real like real"

Alex Hormozi advises leaning into personal nuances and understanding the "why" behind actions to cultivate uniqueness. Hormozi argues that not knowing the reasons for one's actions indicates following external directions rather than one's own path.

"and so much of us have been programmed by people earlier in our lives and i say programmed as though we are like machines but think about it like this what person do you think in your life highest likelihood has super high max status power credibility and likeness i'll wait who do you think has the highest has these has these maxed out earlier on in your life your parents right it's your parents"

Alex Hormozi suggests that parents often embody high levels of status, power, credibility, and likeness due to their role in an individual's early life. Hormozi uses this to illustrate how these elements, when combined, create significant influence.

"so what happens is some of you guys are chasing views when what i think you want is you want to have prospects who are more likely to comply with a future request right and so we need to change our behavior to maximize the likelihood that occurs"

Alex Hormozi contrasts chasing views with attracting prospects who are more likely to comply with requests. Hormozi emphasizes that changing behavior to maximize the likelihood of compliance should be the primary goal of content creation.

"i think like the internet will always move towards truth and so i think the a listers everything's super curated everything's super polished it's photoshopped it's scripted right and as you move closer this way it's raw er like you have a three hour podcast like they're not scripted or most of them aren't right streaming it's like yeah we're live right i can't do anything like we're live and so this idea of of how can we approximate the rawest reality of you us hanging out right and actually going through this stuff i think that is what will unlock the most influence"

Alex Hormozi posits that the internet trends towards authenticity and "truth," contrasting curated content with raw, unscripted formats like long podcasts and live streams. Hormozi believes approximating the "rawest reality" of interaction will unlock the most influence.

"they're putting out hours of content every single day so you guys let me say something a little bit mind blowing so i said it earlier we had 35 000 pieces of content right now i hear plenty of times there's