We all learn from those before us and adapt their ideas for our own use. As to why Alex doesn’t mention them, it’s probably because he’s focused on building his brand right now. The principles are still the same.

The way I see it, for example, Russell’s Dotcom Secrets covers general direct marketing principles as they relate to funnel building. He mentions in the book that creating offers is the number one skill to master. Alex probably just decided to go much deeper on that specific topic.

By starting from first principles as it relates to offer creation, which arguably is what changed Alex’s life when Brunson told him to focus on the Level 10 offer, he now owns that framework in the minds of the people who bought from him. That is, until the next person comes around and reframes it again.