---
id: "concept-rule-of-100"
type: "concept"
source_timestamps: ["p.12", "p.15"]
tags: ["marketing", "consistency", "lead-generation"]
related: ["concept-stage-2-advertise"]
definition: "A marketing discipline requiring founders to spend 100 minutes every single day on marketing to ensure consistent lead flow."
---
# The Rule of 100

## The Rule of 100

A marketing-consistency heuristic introduced to combat the **stop/start nature of early-stage lead flow** characteristic of [[concept-stage-2-advertise|Stage 2]].

### The Rule

> **Spend exactly 100 minutes daily on marketing activities.**

Not 100 minutes when business is slow. Not 100 minutes on Mondays. Every single day, 100 minutes.

### Why It Works

- **Marketing remains a daily priority** rather than a reactive scramble.
- The founder **gets ahead of the pipeline** — leads generated today produce revenue weeks or months later.
- **Tracking is built in** — by doing it every day, the founder learns which actions actually bring in customers.
- It **smooths the feast-or-famine cycle** typical of Stage 2.

### Conceptual Lineage

The '100 minutes' number is proprietary to Acquisition.com / Alex Hormozi, but the underlying principle — daily, ritualized prospecting activity — is well established in B2B sales and marketing operations literature. The name is a heuristic; the discipline is the point.