Speaker A walks the listeners through the massive undertaking of a $100 million product launch built around a series of books and related assets. He explains the vision of matching the sales of top‑selling series like Harry Potter, the need to create multiple books, audiobooks, playbooks, video sales letters, email sequences, webinars, and a full suite of marketing copy. He details logistical hurdles such as warehouse staffing, cost calculations, and the sheer volume of material he personally authored. The conversation also reveals the personal cost: extreme sleep deprivation (averaging 4‑7 hours per night), physiological depression after the event, and the mental strain of preparing for a live audience of hundreds of thousands. The launch is structured as a three‑day event followed by a playbook rollout, aiming to achieve unprecedented sales and brand impact.
Chapters
So if this part is coming out after the event, then let me tell you some stuff. So $100 million as a title, I thought would be perfectly demonstrated by having a launch of $100 million, which no one has ever done before. But you can't just do that from scratch. It's like you have to build a lot of things. And so then it started with, okay, so I have to build this brand, I have to put this content together. So I started doing that. And then you have to like, like Harry Potter Harry Potter 1, 2, 3, 4, 5, I think 6 maybe, or no, 1, 2, 3, 4, 5 I think, in aggregate first day sales. Just crazy, right? So the only way that happens is if you continue to overdeliver on the promises you make, right? And so I had to write not one but multiple good books to continue to give those books surface area, or rather to put those books out there so that they would be the surface area that people could come in contact with my brand.
It's people who like line up for the book release on Harry Potter.
100%. And so the most elegant thing I can think of is the third book in the series called $100 Million Money Models, the one that's about making money, making the $100 million to demonstrate that anyone can do it if they have the skills and they have the patience. And so that's what would be really elegant. I hope it'd be, I will say, but like, that's, that would be, that would be super elegant.
How many books would that be?
100? It'd be like 3.3 million books, which would be the third biggest book of— third or fourth biggest book of all time. Of all time. Below the nonfiction record. Double the nonfiction record. Double the nonfiction record. More than double the nonfiction record. Because— We would unseat two Harry Potter books.
Right, because what, 7 million is the top?
Oh no. 16 million? No, top one is 14.5 million.
14.5 million, okay.
She's in another planet.
Is it the seventh book?
Yeah. Whoa. Deathly Hallows, yeah. She's the GOAT. She's the GOAT. She's on it. She's in the stratosphere.
World building.
Yeah, no, 100%.
It's—
you're like business world building? Oh, totally. 100%. It's the Moseyverse, you know, whatever. Like, that sounds so, so sketchy. I regret saying that. But point is, he's in the Moseyverse. He's making characters in the Moseyverse. It was like, I don't give a fuck. About this. She's like, he wrote a book, who cares?
Um, yeah, you don't ask him anything.
Well, what do you think about the book launch?
Sorry, can I give you this?
Thank you. Yeah, Layla's been a sport. What do you think about the next book?
I think it's really good.
You think it's better than the other, other two?
I think it's much more similar to Offers but more applicable because, yeah, Offers is like you have to create something out of nothing, whereas this one I think you can have something and apply it or not have something and apply it, so it makes it easier to apply.
I agree. Yeah. What do you think about the launch?
I don't know, I'm not as involved this month aside from talking to you.
I think it's a good idea.
I think what's more interesting is hearing what it's like to prepare for a launch that you know that many people are going to be watching it. I think that's more fascinating than hearing about the book itself.
It should be.
You can share some of that.
I don't even think people would believe it.
What?
The amount that I've put into this launch.
I feel like you should talk about it because I think it's not conceivable for one, and I think explaining to people like what is it, what's going on inside, what goes on inside your head, like what happens on a daily basis, like what are the sacrifices you have to make, how does it take a toll on you, does it not take a toll on you, like that's actually what I find very interesting.
Yeah, so, um, fortunately, unfortunately, the the way that my brain works is I'm an objectivist. And so I think, okay, how much would I prepare for a 5,000-person stage? I would prepare like crazy, you know, for a stage like that. And I think that we'll probably have some in the neighborhood of 300,000 to 500,000 people who are there live. And so it would be an order of magnitude or multiple orders of magnitude larger than that. And so it would make sense, it would follow that I should do 100 times the preparation. But if I would prepare a week or more for a 5,000-person stage, then it would mean that I would prepare 100 weeks or more, which is about as much as I prepared for this event. And so a lot of, I think what people don't know is that every single word that you have read or consumed anywhere in relation to the launch, really in general, but in relation to this launch, I wrote, I wrote the Money Models book. I wrote the audiobook that was a gift for the affiliates who refer 10 people or more, which is a whole separate book. Uh, if this is coming out after the event, I wrote the Secret book, which is another book that has 24 chapters in it. Uh, I have the The Money Models book that I wrote. I wrote the 12 Playbooks, which is like 600 pages. It's like, it's like 2 fantasy novels of business tactics. I wrote the ACQ, I rewrote the ACQ Closer Handbook. I rewrote and edited, made it cleaner and better, etc., the Ads Handbook. I wrote all the copy for all the pages. I wrote all the copy for all the emails. I wrote all the text copy. I wrote every VSL, so every video, since there's 6 in this, because we have the Affiliate sign-in, affiliate onboarding, we have the sales page, we have thank you page 1, thank you page 2, thank you page 3. We have thank you page for post-event 1, 2, 3. We have onboarding, yep. We have the other affiliate video. So all of those scripts. I wrote the webinar, which is a lot of words. Yeah, I'm still actively writing. The webinar's written, I have to put in the slides now. So I wrote the words, I have to put the slides in.
What's it like having to do that much?
I think it's just— I think it's looking at the mountain of work and just being like, I will, I will make progress.
Do you ever get nervous?
Not really.
Concerned?
Yeah. Like, if I'm like, okay, well, if something doesn't make sense, I'm like, this doesn't make sense. Why would we put that there? Or like, oh, we can't— when someone's like, we can't do that, and it would make sense. And it doesn't make sense why we can't do something, trying to figure out, oh, the tech won't do this or whatever, that can be painful. And sometimes that eats up like 2 days. It's like, boom, I have to dive deeper.
Or like going into the warehouse and being like, we might not have enough guys.
Yeah, just stupid shit, right? Like we went to the warehouse for one of the warehouses and I was like, hey, so how you guys staffed up? And we'd already been given assurances that everything was gonna be fine. And then they were like, yeah, we think we're gonna have 20 guys extra just for yours. And I was like, 20? So how many books do you think someone puts out? And they're like, well, I mean, $20 an hour. And I was like, can we do math here? Like $400 an hour? I was like, how many hours are they going to work? 8 straight? Okay, fine. So that's $3,200, right? Well, they had 20 guys times, times 20. So $400 an hour times 8, right? $3,200. Am I messing that up somehow? No, I think it's $3,200. Yeah, it's $3,200, $3,200. It's nothing. I was like, okay, well, if we sell $3 million, are we going to have 1,000 days? Like, what are we, what are we talking about? Yeah, yeah. Ridiculous. So anyways, I had to like do math with it, just like little things like that.
Are you sleeping much?
No, no, no. I can tell you, I actually, I can tell you exactly how many hours I'm sleeping. I'll tell you my last—
Death's door.
Yeah, I know.
Yeah, Sharon says old man.
Old man Mosey. Yeah, look, okay, so I got 5 hours and 45 minutes last night, 5 hours and 20 the night before, 5 hours and 17 the night before that. 6:54 the night before that. Yeah, I got 6:46 before that. 7:45, that was Saturday.
Yeah, that was your birthday.
Uh, 6:20, 5:45, 5:15, 5:20, 4:47. Ah, 8, that was a nice one. 4 hours. 5:19, 6:18. 5:15. So like, what?
And I love you had this tweet that's like, everyone's got battered, like no one's playing at 100%.
It's kind of like, yeah, no one's playing. People are like, oh, like, like I did, dude, I only slept 5 hours last night. Like, bitch, get the fuck out of here. Like, come on. What do we— I mean, Dana's got a fucking baby. Like, you mean like, honestly, I think, I think about you when if I'm ever like, oh, I'm tired. I'm like, I don't have a fucking 1-year-old. What am I talking about? Like, you got 3 children. Yeah, well, yeah, they don't wake me up at night. I wake up I bet 3 or 4. Never. Oh yeah, it's immediate. Yeah. And so it's never— yeah, it's—
yeah, that's why you say we're all going to be depressed after Pokemon.
You will be, guaranteed. Well, it's just, it's a, it's a, it's a climactic event, so there's going to be a, a down.
Yeah. I mean, we've been— I mean, the team isn't preparing.
You will be physiologically depressed, not like psychologically. You'll be depressed. Your cortisol, all that, you'll get a big dump after the event's over. But we have— the nice thing that we have that's different than last year is last year was one moment. This day will be 3 days, so it'll spread it out a little bit. Yeah, yeah, yeah. But then after that, it's going to be a little bit more chill. But the thing is, is fortunately or unfortunately, we're going to have the launch, $100 million launch, the event, and then we're going to have the first event for the playbooks. Yeah, yeah, yeah. So I'm going to have to keep going. Sure.
So—
We got to get him off of this. We're not coming with you.
