Who created Logic, Proof, Utility?

It's not an academic framework — it's a communication structure Alex Hormozi uses and teaches for sales, content, and speaking. Strong persuaders have used the same logic-then-evidence-then-action order for a long time.

How is it different from PREP?

PREP restates your point at the end; Logic·Proof·Utility ends on an action the listener takes. Use it when you want to move someone to do something, not just agree with you.

What makes the Proof step strong?

Specific, checkable evidence — a number, a named study, a real case, or a concrete personal story. Vague proof ('studies show…') is weaker than one real example with details.

The Logic · Proof · Utility Method

Why it's true · How you know · So do this

Logic · Proof · Utility is a persuasive speaking structure popularised by Alex Hormozi: first give the Logic (why your claim is true), then the Proof (data, a study, a case, or personal experience), then the Utility (the one action the listener should take now). It answers the three questions every listener asks — does it make sense, is it true, and how does it help me?

People silently ask three things about any claim: does it make sense, is it true, and what do I do with it? Logic · Proof · Utility — a structure Alex Hormozi uses constantly — answers them in order. You explain the reasoning, back it with evidence, then hand over a concrete next step. It turns an opinion into something believable and actionable in under a minute.

How it works

1Logic — Why is this true? State the principle and the reasoning behind it.
2Proof — How do you know? Data, a study, a case study, or your own experience.
3Utility — So what should they do now? One concrete, immediately-usable action.

Worked example

Topic: “Why speed is a startup's biggest advantage”

Logic — A startup's only real edge over an incumbent is the clock: you ship, learn, and turn before a big company finishes scheduling the kickoff. Speed compounds — every fast loop teaches you something they won't know for a quarter.
Proof — We shipped a rough onboarding in three days instead of the 'proper' three-week plan; the rough version told us in a week that the whole flow was wrong — a lesson the polished build would have cost us a month and a launch to learn. Amazon institutionalises this as 'bias for action.'
Utility — Take the one decision you've been researching for two weeks and ship the smallest version of it this week. Trade polish for the lesson — reality tells you which polish actually matters.

Best for: Persuasion, hot takes, content, sales, 'Why X' claims

Practice with Logic · Proof · Utility →

FAQ

Who created Logic, Proof, Utility?: It's not an academic framework — it's a communication structure Alex Hormozi uses and teaches for sales, content, and speaking. Strong persuaders have used the same logic-then-evidence-then-action order for a long time.
How is it different from PREP?: PREP restates your point at the end; Logic·Proof·Utility ends on an action the listener takes. Use it when you want to move someone to do something, not just agree with you.
What makes the Proof step strong?: Specific, checkable evidence — a number, a named study, a real case, or a concrete personal story. Vague proof ('studies show…') is weaker than one real example with details.