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​Last week, Alex Hormozi broke the Guinness World Record for fastest-selling non-fiction book launch, selling more than 3m copies and grossing $102M in 48 hours.

​Intrigued, I've been spending time analyzing his launch strategy. Looking at things like...

• ​How far in advance did he announce the book?

• ​What kinds of email sequences did he use and how'd they work?

• ​What other advertising levers did he use? (e.g., affiliates, paid ads, etc)

• ​How'd he structure his offers to maximize sales velocity?

• ​And more….

​At the end of the day, Hormozi dumped millions of dollars and years of work into this. So I won't pretend there's some silver bullet.

​But there are some parts of his launch I think all of us can benefit from knowing, so if you want to see what I've found so far, come on out for a drink and we'll chat about it.

​—Ethan