Offer Creation Process (Four-Step Method)
The Offer Creation Process is Hormozi's systematic four-step method for designing the core content of a Grand Slam Offer. It moves from abstract customer desires to concrete, deliverable solutions using a structured divergent-then-convergent thinking process. The method ensures that the final offer addresses every significant obstacle between the customer's current state and their dream outcome.
The process begins with identifying the customer's dream outcome, then systematically listing every problem and obstacle that could prevent them from achieving it. For each problem, multiple potential solutions are brainstormed. Finally, those solutions are assigned specific delivery vehicles (the how, when, and format of delivery). This exhaustive approach ensures nothing is missed and creates a comprehensive offer that addresses objections before they arise.
Hormozi emphasizes using divergent thinking (brainstorming without judgment) during the problem and solution phases, then convergent thinking (selecting and organizing) during the delivery vehicle phase. He uses the 'brick exercise' analogy: in divergent mode, you list every possible use for a brick; in convergent mode, you select the best uses for your specific purpose.
- Every dream outcome has multiple obstacles between the customer's current state and the desired state -- your offer must address all of them, not just the obvious ones.
- Use divergent thinking to generate exhaustive lists of problems and solutions before using convergent thinking to select and organize.
- Solutions without delivery vehicles are just ideas -- the delivery vehicle (format, timing, method) is what makes a solution tangible and sellable.
- The completeness of your problem list determines the comprehensiveness of your offer -- invest disproportionate time here.
- Identify the Dream OutcomeDefine the single most compelling result your customer wants to achieve. This should be vivid, emotionally resonant, and stated in the customer's own language. It becomes the North Star for the entire offer.
- List Every Problem and ObstacleBrainstorm every single problem, fear, worry, and obstacle that stands between the customer and their dream outcome. Include practical problems (time, money, skill), emotional problems (fear, doubt, embarrassment), and secondary problems (what happens after they start, what could go wrong). Use divergent thinking -- no idea is too small.
- Generate Solutions for Each ProblemFor every problem identified in step 2, brainstorm multiple potential solutions. Again, use divergent thinking. Some solutions will be products, some services, some tools, some training, some community access. The goal is a comprehensive solution list.
- Assign Delivery Vehicles to Each SolutionDetermine how each solution will be delivered using the Delivery Cube dimensions. Specify the ratio (1:1, small group, 1:many), the level of effort (DIY, done-with-you, done-for-you), the medium (in-person, phone, email, online), and the format (live, recorded, written). This transforms abstract solutions into concrete, deliverable components.
Dream Outcome: lose 20 pounds in 90 days. Problem list includes: do not know what to eat, no time to cook, no gym experience, fear of judgment at gym, previous failure, spouse not supportive, travel frequently, etc. Solutions: custom meal plans, meal prep service, personal training, private training area, accountability partner, couples program, travel workout app. Each solution gets a delivery vehicle: meal plans via app (1:many, DIY, digital), training via small group sessions (small group, done-with-you, in-person, live).
Dream Outcome: double revenue in 12 months. Problem list includes: do not know which marketing channels to use, cannot afford to hire, sales team underperforms, cash flow constraints, etc. Solutions: marketing audit, hiring system, sales training, financial modeling tool. Delivery vehicles: audit via 1:1 session (done-for-you, live), hiring system via online course (1:many, DIY, recorded), sales training via weekly group calls (small group, done-with-you, live).
Hormozi developed this process through iterating on offers across hundreds of businesses. He found that most entrepreneurs skip directly from 'dream outcome' to 'solution' without systematically mapping all the intermediate problems. This led to offers that solved the obvious problems but missed the hidden objections that killed conversion. By inserting the comprehensive problem-listing step, conversion rates improved dramatically because prospects felt that every concern had been anticipated and addressed.