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Crumbl Cookies is a rapidly growing cookie company founded by Alex Hormozi, which has achieved annual revenue of $1 billion. Hormozi explains the company's genius business model, which involves offering limited-edition cookies to create urgency and excitement. Crumbl Cookies franchises have also been making millions by following four secrets. The company's business model has been compared to that of Dirty Cookie's on Shark Tank US, where Kevin Hates invested.

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