More Better New Growth Framework
Three levers to scale any advertising method to its maximum potential
More Better New is Hormozi's framework for scaling any of the Core Four advertising methods. When you're doing something that works but want more results, there are only three options: do MORE of it, do it BETTER, or do it somewhere NEW. The order matters — exhaust each lever before moving to the next.
More is always first because the biggest increases come from simply increasing volume. The Rule of 100 (100 primary actions per day for 100 days) is the minimum commitment. Better comes second — test one thing per week per platform, focusing on the biggest constraint (the step where the most leads drop off). New comes last — try new placements on existing platforms, then new platforms, then entirely new Core Four activities.
The framework also introduces constraint-based optimization: find the step where the most leads drop off and improve that first. A 5% improvement at the constraint can yield a 100% increase in leads, while the same improvement elsewhere might only yield 10-16%.
- The biggest increases almost always come from doing MORE, not from clever optimization.
- Exhaust 'more' before trying 'better,' and exhaust both before trying 'new.'
- Test one thing per week per platform — never test multiple changes simultaneously.
- Focus testing on the constraint — the step where the most leads drop off.
- The order for 'new' is: new placements → new platforms → new Core Four activity.
- Do Way MoreCrank up the volume of whatever you're currently doing to your maximum capacity. Apply the Rule of 100: 100 primary actions per day for 100 days straight. Double your inputs and you'll roughly double your outputs, even without any improvements.Pro tipAsk yourself: 'What's stopping me from doing 10x what I'm currently doing?' Sometimes the answer is nothing — you just need to do more.WarningDo not skip this step thinking you need to optimize first. Volume beats optimization at the beginning.
- Identify Your ConstraintFind the step in your advertising process where the most leads drop off. This is your constraint. A small improvement here creates a much bigger impact than the same improvement at any other step.Pro tipA 5% absolute improvement at a step converting at 5% (the constraint) yields a 100% increase in leads. The same 5% improvement at a step converting at 50% yields only a 10% increase.
- Test One Thing Per WeekRun one split test per platform each Monday. Give it a week. On the next Monday: look at results, pick winners, log the results, and design the next test. If you can't beat the current version in four tries, move to the next constraint.Pro tipWrite down every test result in a log. When you start a new campaign later, you begin thousands of improvements ahead instead of at square one.WarningTesting multiple things at once means you never learn what actually worked.
- Try New When Returns DiminishOnly when more-and-better yield diminishing returns, expand to new. Follow this order: (1) New placements on your current platform, (2) New platforms using formats you know, (3) New Core Four activity altogether.Pro tipExample: On Instagram, go from just posts to stories, reels, and messenger. Then go from Instagram to YouTube. Then add cold outreach on top of content.WarningNew is much harder in practice, which is why you exhaust more-and-better first.
An entrepreneur at $2M/year spending $30K/month on one platform claimed market saturation in the chiropractor niche. He did no content, no outreach, and only used one platform. Meanwhile, a second entrepreneur in the same niche spent $30K per WEEK across four platforms.
A three-step funnel: 30% optin, 5% apply (constraint), 50% schedule. Adding 5% to each step independently yields wildly different results: optin goes from 30→35% (16% increase in leads), apply goes from 5→10% (100% increase), schedule goes from 50→55% (10% increase).
Hormozi developed this after thousands of conversations with entrepreneurs who thought they'd 'saturated' their market. He realized they were almost always doing a fraction of what was possible on a single platform, let alone across multiple platforms and methods. The framework gave him a simple diagnostic tool to use with every portfolio company: 'What's stopping you from doing 10x what you're currently doing?'