---
id: ins_dfy-dwy-diy-delivery-stack
operator: Alex Hormozi
operator_role: Founder Acquisition.com; author of $100M Offers and $100M Leads
source_url: https://www.acquisition.com/100m-offers
source_type: book
source_title: "$100M Offers — Delivery Vehicles"
source_date: 2021-07-13
captured_date: 2026-05-05
domain: [product, sales-cs, pmm]
lifecycle: [pricing-packaging, productisation, services-design]
maturity: applied
artifact_class: framework
score: { originality: 4, specificity: 5, evidence: 4, transferability: 5, source: 5 }
tier: A
related: [ins_value-equation-grand-slam-offer]
raw_ref: raw/expert-content/experts/alex-hormozi.md
---

# Done-for-you for the strategy, done-with-you and DIY for the rest, never sell time

## Claim
The highest-value component of a productised-service offer should be done-for-you (the strategy / thinking, what the buyer cannot do for themselves), while supporting components are layered as done-with-you (coaching, reviews) or do-it-yourself (templates, frameworks, recordings). This separation lets the seller charge premium prices on expertise without trapping themselves into selling hours.

## Mechanism
When everything in the offer is done-for-you, pricing collapses toward labour rates because the buyer mentally compares cost-per-hour. When everything is do-it-yourself, the offer commoditises into a course at info-product pricing. The DFY/DWY/DIY stack works because it positions the *strategy* (the irreplaceable, expertise-bound layer) at the top tier and lets the buyer feel they are getting a complete system across delivery modes, even though the seller's time is concentrated only on the highest-leverage component.

## Conditions
Holds when:
- The category has a clear separation between strategic thinking (which only the expert can do) and executional doing (which can be templated).
- The buyer is sophisticated enough to value the strategy layer separately from the execution layer.
- The seller has the discipline to keep DFY scope narrow and lean on DWY/DIY for everything else.

Fails when:
- The buyer expects fully managed delivery and treats DIY as "you didn't do the work" (full-service expectation in regulated or high-trust industries).
- The DIY components are perceived as low-value padding rather than legitimate self-serve assets.
- The seller cannot cleanly separate strategy from execution (consulting categories where the artefact and the thinking are inseparable).

## Evidence
> "the highest-value component should be done-for-you (strategy, which is the thinking), while supporting components can be done-with-you (coaching, reviews) or do-it-yourself (templates, frameworks, recordings)."

· see `raw/expert-content/experts/alex-hormozi.md` line 17.

## Signals
- Pricing pages that make the DFY tier scarce (limited slots, premium price) and the DWY/DIY tier the sales engine for volume.
- Clients renewing at the DFY tier specifically for strategy refresh, with execution moving to DWY over time.
- Margins on the DFY tier 3-5× the DWY tier, with DWY funding the seller's leverage.

## Counter-evidence
In categories where buyers cannot or will not separate strategy from execution (regulated industries, deep technical integrations, change-management), the DFY/DWY/DIY split fragments the offer into pieces the buyer doesn't want to assemble themselves, eroding NPS even when margins improve.

## Cross-references
- `ins_value-equation-grand-slam-offer`, DFY/DWY/DIY is one expression of pulling the Value Equation's "effort & sacrifice" denominator down for the buyer while preserving margin.
- `ins_specific-knowledge-and-leverage`, Naval's leverage map: DFY is labour leverage, DWY/DIY is product (zero-marginal-cost) leverage stacked on top.