“More than a mountain... Alex Hormozi @AlexHormozi built a machine.” That’s how I’d describe the launch of $100M Money Models on August 16. He didn’t just release another book. He orchestrated a full-scale, live business training event...and he did it for free. I've got two launches coming up in the next six months and I have been taking notes... and listen he's a big deal, famous-type. So I'm not worried about his scale, but his tactics. This is what modern authors should be watching because: 1. Build a System, Not Just a Stage Hormozi took the reservoirs of trust and momentum he’d built over the $100M series and turned them into a live event with no replay, no fluff... a one-hour masterclass airing once, live. That’s what launches should feel like: rare, high-stakes, highly engaging. 2. Stack Value, Multiply Impact Rather than a single book launch, he layered: •A free, live teaching session •A mystery project he’d spent 4 years building, delivered only to attendees •Five mystery headliner guests No, this wasn’t hype. It was a calculated value stack . 3. Tactical Scarcity and Community Fuel the Buzz Pre-orders upgrade to VIP, affiliate incentives reward advocates, and the one-time live-only delivery design creates both urgency and show-don’t-tell excitement . Modern Author Playbook Lessons: •Don’t just launch a book: launch a learning opportunity, a live experience, a system. •Crack the value stack with exclusive content, surprise bonuses, and live access. •Design for scarcity... and community. Launches aren’t one-person shows; they should be ecosystem-wide movements. What did anyone else take from his launch?