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Business and entrepreneur terms

The numbers and shorthand that come up when you run or grow a small business.

A

Attractive characterRussell Brunson's term in DotCom Secrets for the person a business puts in front of its audience, built from a backstory, stories, honest flaws and clear opinions.

C

Core four (advertising)Alex Hormozi's four ways to get leads in $100M Leads (2023): warm outreach, cold outreach, posting content and running paid ads.
Customer acquisition cost (CAC)The average amount a business spends on sales and marketing to win one new paying customer.
Customer lifetime value (LTV)The total revenue a business expects to earn from one customer over the whole time that customer keeps buying.

D

Dream 100Russell Brunson's method from Traffic Secrets (2020): list 100 people and places where your ideal customers already gather, then earn or buy your way in front of them.

E

Epiphany bridgeRussell Brunson's storytelling method from Expert Secrets for passing on the moment you came to believe in something, so the listener reaches the same belief.

G

Grand Slam OfferAlex Hormozi's name, from $100M Offers (2021), for an offer built to be so different and so good that buyers stop comparing it with anyone else's.

H

Hook, story, offerRussell Brunson's three-part formula from DotCom Secrets for any sales message: a hook to get attention, a story to build trust, then the offer.

K

Key performance indicator (KPI)A measurable number a team tracks against a target and a deadline because it shows progress on something critical to the organization's goals.

L

LTV to CAC ratioCustomer lifetime value divided by customer acquisition cost, showing how many dollars a customer brings in for each dollar spent winning them.

M

Money modelAlex Hormozi's term in $100M Money Models (2025) for a planned sequence of offers, what to offer, when and how, that a business makes to each customer.

P

Perfect webinarRussell Brunson's script from Expert Secrets for a sales webinar in three parts: the Big Domino, three secrets each told with a story, and the Stack.

R

Return on ad spend (ROAS)The revenue, or other conversion value, that ads bring in divided by what the ads cost, shown as a ratio or a percentage.
Return on investment (ROI)A percentage comparing what an investment earned with what it cost: the gain minus the cost, divided by the cost, times 100.

S

Soap opera sequenceRussell Brunson's welcome email series from DotCom Secrets, usually five emails over five days that tell a story and build to an offer.

V

Value ladderRussell Brunson's model from DotCom Secrets for laying out a business's offers as rungs, from a free or low-cost first step up to its most expensive, most valuable one.