Success Quote by Alex Hormozi

Hormozi’s line is a neat piece of entrepreneur brain-rewiring: stop pricing from your own pain and start pricing from someone else’s payoff. It’s built to counter the most common small-business reflex, the one where founders look at their time, effort, and anxiety and then convert that into a number that feels “fair.” He’s saying fairness is irrelevant. Value is relational.

The intent is instructional, but the subtext is psychological. “What it costs you” is about scarcity, martyrdom, and insecurity: if it was hard to make, it must be expensive; if it was easy, you feel guilty charging. “What it’s worth to them” reframes the transaction around outcomes, status, relief, and opportunity. The customer isn’t buying your sweat; they’re buying the delta between before and after. In that sense, the quote doubles as a permission slip: charge like a professional, not like a penitent.

Context matters: this is Hormozi’s brand of no-romance capitalism, shaped by offers, funnels, and sales systems where messaging is as much the product as the product. It fits the modern attention economy, where people pay for speed, certainty, and someone else’s decision-making. It’s also quietly confrontational: if your buyer doesn’t perceive meaningful upside, your costs don’t make your offer “deserve” a higher price. The line flatters entrepreneurs with agency while warning them that the market doesn’t care how hard they tried.