You're referring to the book "-100M Offers: How to Make Offers So Good People Feel Stupid Saying No" by Alex Hormozi!

The -100M Offers Framework: The book provides a practical framework to create and refine your offers. This includes:

Dream Outcome (Increase): Clearly define the transformation or goal the customer wants to achieve.

Introduction

• Strengths: The book removes the fluff. It contains no inspirational stories about "believing in yourself"; it is purely tactical. Hormozi’s writing style is direct, aggressive, and high-tempo, which translates well to digital reading.
• Criticisms: Some readers find the advice aggressive regarding high-pressure sales tactics. Additionally, the focus is heavily skewed toward B2B (business-to-business) and service models, so product-based businesses (like selling physical goods on Amazon) may find the strategies harder to implement directly.