Last weekend, I tuned in to Alex Hormozi’s new book launch for $100,000,000 Money Models.

If you don’t know who Alex is, you probably will soon. And if you do know him, then you already understand—it wasn’t going to be just a simple book release.

It was a masterclass in marketing. Not just because of the pitch, but because of the execution and the experience.

As I watched, something struck me: everything Alex was teaching and modeling aligned perfectly with what we’ve been teaching inside Landscape Lighting Secrets for the past five years.

👉 Raise your prices.
👉 Get higher-quality leads.
👉 Close deals faster.

These three pillars are the foundation of our entire program. Seeing Alex reinforce the same principles was a powerful confirmation that these aren’t just lighting strategies—they’re universal business truths.

But here’s what really stood out…

Hormozi didn’t sell first. He gave. And then he gave some more. Before asking for a single sale, he stacked so much value that his audience felt like they had already received thousands of dollars’ worth of benefit just by showing up.

So when he finally revealed his offer, it felt like a no-brainer.

Why? Because he had been depositing value into his audience for years. He built trust. He built a brand. He built relationships. And when you lead with value, the money naturally follows.

What This Means for You

If you’re in lighting—or in any business—don’t nickel-and-dime prospects with demo fees or design charges. Don’t fixate on “my time is worth $200 an hour.”

Instead, overdeliver. Build goodwill. Serve at the highest level before asking for the sale.

Yes, some people will take advantage. But more often than not, you’ll win bigger, faster, and easier because you weren’t squeezing for a fee—you were focused on creating value.

In lighting, as in business, money is simply the result of the value you create.

Lead with value. The rest will follow.

Keep Moving Forward,
Ryan Lee

# Alex Hormozi, $100M Money Models, marketing strategies, business growth, raising prices, high-quality leads, closing deals, value-driven business, landscape lighting business, Ryan Lee #