Hormozi Says This Is the Fastest Way to Grow Any Business — And He's Right

I was watching Hormozi's latest Q&A stream — the kind where he's live and answering questions rapid-fire — and one answer made me stop and rewind.

Someone asked about growing a construction services business with low overhead, three months in, needing leads. They wanted the "hottest leads with the least time spent."

Hormozi's response was not what most people would expect.

"The shortest way to get the fastest amount of customers is to go to somebody who already has those customers and make a deal with them that allows them to make more money by referring business to you."

That's it. That's the whole strategy. And most business owners completely skip it.

Why Most People Start in the Wrong Place

In the video, Hormozi frames this as a demand problem — and the framing is everything.

He explains that you don't create demand, you channel it. He describes it as "rivers of desire" — streams of intent that already exist, where customers are already looking for what you do. Your job isn't to conjure demand from thin air. Your job is to carve out a tiny piece of an existing river and redirect it toward your business.

For a construction company, that river might flow through interior designers, real estate agents, or home inspectors — people who already touch the homeowner at the exact moment they're thinking about renovation. A single agreement with a real estate agent who closes 50 houses a year could be worth more than months of cold outreach.

What I love about this framing is how it completely reorients where you spend your energy. Instead of chasing strangers, you're approaching people who have built-in trust with your ideal customer. The referral lands differently. The close rate is completely different.

I've Seen This Work Firsthand

This isn't just Hormozi theory — this is how I built a lot of my early traction.

When I started building my audience and community, I wasn't running paid ads or doing cold outreach. I was building relationships with people who already had the audience I wanted. JV partnerships, webinar swaps, ambassador arrangements. That's how the Fishbowl Funnel model I worked on with Danny Walsh really took off — we leveraged each other's existing reach instead of fighting for attention from scratch.

The beauty of a good partnership agreement is that everyone wins. The referring party earns something for every customer they send your way. You get a warm lead who already trusts the source. The customer gets a solution they've been pointed toward by someone they already know.

I use [ClickFunnels](https://www.[clickfunnels](https://www.clickfunnels.com/signup-flow?aff=39183cc3-2122-42a8-9eb8-b295ed7d8554 "Try ClickFunnels").com/signup-flow?aff=39183cc3-2122-42a8-9eb8-b295ed7d8554) to set up the actual mechanics of these referral arrangements — affiliate tracking, landing pages for each partner, the whole thing. But the real work is identifying who already has your customer and making them an offer they can't say no to.

The Trap: Trying to Optimize Before You Have Volume

Hormozi also said something in the video that I think every early-stage business owner needs to hear:

"Forget about optimizing right now. You need to be violent."

He's talking about lead generation specifically, but it applies to everything in year one. People obsess about finding the best channel before they've even proven they can close a customer. They want the perfect hot leads when they should just be getting any leads.

The partner strategy is great because it forces you to have real conversations with real people who have real audiences. You can't automate your way into your first ten customers. You have to go out and get them.

How to Actually Do This

Hormozi's framework from the stream:

1. Map the customer journey — where is your ideal customer two steps before they'd hire you? What decision are they making right before they need you?
2. Find who serves them there — who already has a relationship with that customer at that moment?
3. Build a deal that makes both sides money — referral fee, revenue share, reciprocal promotion, whatever fits. Make it easy for them to say yes.
4. Start with volume, optimize later — get conversations happening before you worry about which channel converts best.

This isn't complicated. It's also rarely done, because it requires going out and having real conversations instead of running ads and hoping.

The Bottom Line

Hormozi's answer to "how do I get leads fast?" wasn't a funnel. It wasn't ads. It was: go find the person who already has your customer and make them a deal. That's the fastest path. Always has been. The people crushing it in the first year of a business are almost always the ones who figured out distribution first.