Secret #60: What We Learned From Our First $100,000,000 In Sales

Marketing Secrets - Podcast Video (Russell Brunson - FunnelHackerTV)

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YouTube Transcript: English (auto-generated)

00:00
what’s up everybody this is russell
00:01
brunson welcome to marketing seekers
00:02
podcast today is a special episode we’re
00:04
here above the ice that’s right here
00:06
there’s hockey happening down there
00:08
we’re in our partner planning meeting
00:09
right here all of the co founding
00:11
partners of clickfunnels hanging out
00:13
plotting world domination and the theme
00:15
of today’s event and the theme of this
00:17
podcast is this it comes from social
00:21
network millions dollars isn’t cool you
00:24
know what is cool a billion dollars so
00:28
the big question is this power
00:30
entrepreneurs like us who didn’t cheat
00:32
and take on venture capital for spending
00:34
money from our own pockets how do we
00:37
mark it in a way the less Huskie our
00:38
products and our services and the things
00:40
that we believe in out to the world and
00:42
yet still remain profitable that is the
00:46
question in this podcast we’ll give you
00:48
the answers my name is Russell Brunson
00:50
and welcome to marketing success
00:52
[Music]
00:56
all right everybody welcome back
00:58
worksite have you guys here so we’ve
01:00
been here it locked up in this awesome
01:01
office for the last day and a half
01:04
planning world domination how to make
01:05
Lufthansa better for you as user how do
01:07
you get more of you as users so we can
01:09
serve more people more audiences and
01:10
more entrepreneurs and that’s been
01:12
really fun and we’ve been going around
01:13
plotting and scheming and planning and
01:15
creating and doing it a whole bunch of
01:16
really fun stuff so I thought we’d take
01:18
a quick like 10 minute break here and I
01:20
thought it’d be fun because we actually
01:22
had call yesterday with its gnarly
01:24
competitors good cool company they like
01:28
what they’re doing right we’re attention
01:30
like maybe buying them or whatever it
01:32
was funny because they’ve been watching
01:33
what we’re doing obviously and he was
01:36
like oh yes he is what Timlin dollars
01:37
your revenue I think no so in case you
01:41
just wondering we passed him Allen dodge
01:42
arrived new year one where year three so
01:44
what I want to do is I wanted I thought
01:46
be kind of fun to look at this like a a
01:49
little like a month ago two months ago
01:51
we passed hundred million dollars
01:52
remember zero two hundred million
01:53
dollars in about three years and I
01:54
wanted to say like what was the biggest
01:56
aha each of us individually got from
01:58
that we’ve learned in that process so
02:00
you guys get my ideas from everybody
02:01
inside the the team here so just a
02:03
really quick intro everybody and I’ll
02:04
share my AHA and we’ll move on
02:05
so I’m Russell I’m the nerd who is like
02:08
the dancing monkey you guys talk about
02:09
click phones all day long who that’s
02:11
what I do here this is Todd dickerson
02:12
yes he is the genius that built all the
02:14
original click funnels and look at that
02:17
beard so manly here’s Dave is all
02:23
business development stuff he’s got the
02:25
retro click funnel shirt on then over
02:28
here is John he’s all over ads and if
02:31
you see us every day on every platform
02:34
it’s because of that guy
02:41
Brett he does all robberies or something
02:43
he’s trying to steal bunch of our it’s
02:48
gonna be cool and this is Ryan with Ryan
02:51
is the genius who is always coding
02:55
alright so I thought be finally can
02:57
different people’s perspectives because
02:58
obviously we’re all in different parts
03:00
of the company lifting different parts
03:02
and doing different things so I thought
03:03
it’d be us to hear everybody’s ideas so
03:04
I’ll start with mine so I think the
03:06
biggest takeaway I shared this last
03:07
night at these guys is um as I was
03:09
growing my business initially the first
03:11
eight or nine years I was very like I
03:16
don’t know what the right word is like
03:17
scarcity mindset or whatever whereas I’m
03:19
Russell I am the leader I own the
03:20
company and like all these things and
03:22
it’s and I had he got one or two deals
03:25
with partners that went sour and it’s
03:27
like because I was like I will never
03:28
have a partner I will only be me and
03:29
it’s funny like with that mindset and
03:31
the attitude we were able to get to like
03:33
this level and we kind of capped out
03:35
there and lucky for me Todd came in
03:38
Trojan horses way in where he basically
03:40
worked for free for entire year which
03:42
was awesome and then I and then worked
03:45
together for a couple years you know how
03:47
many years was ahead of time two or
03:48
three years before that and then when we
03:52
had dated four clickfunnels and we were
03:54
sitting in an office in Boise
03:55
we bought the domain we were gonna call
03:57
something different and then we finally
03:59
found clickfunnels about the domain and
04:00
then we greg mapping out on the
04:02
whiteboard everything and the end of the
04:03
week and this is like to kind of take
04:06
you back like this is on the back end of
04:08
like we had a hundred employees holding
04:10
collapse with fire eighty people like I
04:13
didn’t go from a 20,000 square foot
04:15
building to 2000 we could barely afford
04:17
the rent like it was like the most
04:19
humbling painful time of my life right
04:20
and and I think that the Lord or whoever
04:24
whatever you want to call it humbled me
04:26
to a spot where I was willing to say yes
04:28
to this and I am so eternally grateful I
04:30
did but at the end that week Todd’s like
04:32
okay I’m gonna go back to last I’m gonna
04:33
build this I’m gonna build this things
04:34
clickfunnels thing it’s like but I don’t
04:36
want to do as an employee they only do
04:38
it as a partner and the Russell two is
04:39
three years earlier than that would have
04:40
been like nope this is the Russell show
04:43
I need to be a poet I need to be the you
04:44
know and I would have done something
04:45
stupid like that but luckily I was a
04:47
point where I was sufficiently humble
04:48
and I was like you know what I’m gonna
04:49
do that and I’m so grateful that I did
04:52
because then Todd
04:54
bill clickfunnels cycle seriously it’s
04:58
insane and then after that that’s when
05:01
we brought in these other guys as
05:02
partners as well and and they’re all
05:05
rock star people it wasn’t just like I’m
05:07
gonna give you a base salary was like
05:09
hey come in become like a partner in
05:11
this thing and for me it’s like as you
05:14
find the right people and incentivize
05:16
them like if I was ever built a company
05:19
again I would never build a company well
05:20
Russell’s the thing I would and we
05:21
wouldn’t watch Justice League last night
05:23
so maybe this is because it’s my head
05:24
Justice League Avengers whatever like oh
05:27
yeah like I would literally if I ever
05:29
build a company again the initial
05:30
thought will be I’m gonna build my
05:33
Avengers see my Justice League
05:34
okay I’m Batman there’s Iron Man we’ve
05:36
got you know everyone’s got their spot
05:39
and I would I just want to look like
05:44
Aquaman that dude was ripped but if I
05:47
ever start a company again the the first
05:49
the first thought will not be they what
05:51
products they sell it’s going to what
05:52
teams to assemble and then I would carve
05:54
out where everyone’s role is going to me
05:55
I’m not gonna be CEO next time so any of
05:57
you guys can pick that like I’m done
05:58
after this but we just pick our
05:59
different roles and then from there
06:01
collectively we like what should we
06:03
create what should we build who should
06:04
we serve and then we’d go from that so
06:05
my biggest takeaway I’ve been laughing
06:07
going to zero to 100 million dollars is
06:10
definitely like like give up control
06:13
build your Avenger team ahead of time
06:15
because russell brunson could have never
06:18
gotten here it took these guys and the
06:20
teams we built underneath that so anyway
06:22
there’s my number one so I’m happening
06:23
on to Todd now to share the biggest
06:24
thing he’s learned knowing zero to a
06:26
hundred million dollars so it what’s
06:28
funny is that I was actually thinking
06:29
about saying very similar things right
06:32
like the one of the biggest thing is the
06:33
team right like it’s seeing how to build
06:35
a team around you and actually do things
06:37
as a team as opposed to by yourself
06:39
independently that’s how I’ve always
06:39
done things in the past is on my own
06:42
more or less in the same type of
06:43
scenario but I think something else that
06:45
stands out to me is having someone that
06:47
is obsessive about the product itself so
06:50
we always talk about how marketing is
06:52
the big thing and it is but if you’re
06:53
focused on the marketing you still need
06:55
someone on your team that is obsessed
06:56
with the actual product in making sure
06:58
you’re delivering the best possible
07:00
thing to people so when you sell it to
07:02
them they actually like it and they come
07:04
back and they want more
07:04
they do yeah so that’s that’s my other
07:07
big epiphany I think that I’ve had over
07:08
the past first time you know our rule
07:10
our rule that Cameron’s obsessed in the
07:12
marketing rightfully so what do you
07:14
think you the marketing and the product
07:15
if you’re doing both is really really
07:16
hard yeah because like I tried to a
07:18
software come he’s the pastor I was like
07:20
the marketing FS was like trying to
07:22
convince the developers had to do it was
07:24
like this like you were able to run the
07:25
product I can just fake it sell it yeah
07:27
absolutely so that’s why I think that’s
07:29
worked as a great partnership like
07:30
Russell focus is on the marketing and I
07:32
focus on the product and I think having
07:33
that really makes a difference so we’re
07:36
passing on to Dave here hey there so we
07:42
talk about this all the time and it’s I
07:44
cannot express the importance of it and
07:46
that’s the dream 100 as I take a look
07:48
back on everything that’s happened as
07:49
far as first of all have an amazing
07:51
product and then amazing leaders and
07:54
Todd and Russell me the two of them
07:55
amazing together I think the the part
07:58
for me is I look at everything that we
08:00
built over the last three years now is
08:02
the importance of the dream 100 and
08:04
originally was dream 100 just as far as
08:06
affiliates and even most recently when
08:08
we did the book launch what I really
08:10
learned a lot from that was the
08:12
importance of understanding it’s a dream
08:13
100 per platform as well so as far as
08:17
your influencers where are they out are
08:18
they on YouTube are they on Facebook are
08:20
they on Twitter are they an Instagram
08:22
wherever that they might be and then
08:24
even most recently as far as a new dream
08:27
100 as far as higher-end partners that
08:29
you really want to end up working with
08:30
long term and so for me I think the most
08:33
important thing is when you start
08:35
looking at building something is really
08:36
identifying your dream 100 and then
08:37
being very very consistent in continuing
08:40
to mail out every single month to them
08:42
and that established the built that
08:44
relationship with them they get used to
08:46
seeing you it’s been fascinating for me
08:47
as we’ve gone out and we travel and go
08:49
to these different places and people
08:50
remember the boxes and things that have
08:51
been sent and they’re like oh how do I
08:53
get on that list and if they’re asking
08:55
to be on the list it’s I don’t need him
08:56
on the list basically but but the
09:01
reality yeah basically says it actually
09:03
works so I would say in building a 100
09:06
million dollar company or any size
09:08
company I would definitely say dream 100
09:09
is one of the most important things John
09:11
up to you
09:13
all right so really interesting journey
09:17
we’ve been on it’s been so much fun so
09:19
yeah one of the things that I’ve learned
09:20
which is it’s just huge is um
09:23
prioritizing your time and your tasks I
09:25
mean especially when you know we’re all
09:27
internet entrepreneurs we’re on the
09:28
computer and it’s so easy computer is
09:30
gateway to anything right so a huge
09:32
thing for me is to before even like
09:35
opening up the computer like physically
09:37
write down or use your phone or use
09:39
something else that’s not your computer
09:40
to like structure out I mean we all do
09:42
this Russell does this I do this we
09:44
structure out like what we’re gonna do
09:46
right like what are the next things I
09:47
need to do because if you can get that
09:49
like basically spiritually created if
09:52
you can get that like thought through
09:53
before you actually begin then then it
09:57
changes everything I mean then you’re
09:58
actually you’re getting through stuff
09:59
instead of just like fumbling along I
10:01
mean it’s so easy because we’re all
10:03
bombarded with a million different
10:05
things we could be paying attention to a
10:07
million different things only some of
10:08
which are really gonna move the needle
10:10
right and the other thing is especially
10:13
as you as you grow your team as you as
10:16
you get more people working with you
10:17
it’s about so like I build out that list
10:20
and then the next thing I ask myself as
10:23
I go through that list is like okay who
10:25
can do this okay who can I get to do
10:26
this who can I get to do this and that
10:28
specific question as I go through the
10:29
list is who can I get to do this that
10:33
allows me to go through and delegate as
10:34
much as possible to team members and so
10:38
then I become more of a leader right cuz
10:39
it’s so easy just to be like oh I could
10:41
just do it all well yeah you can do it
10:42
all probably but maybe you shouldn’t be
10:45
doing it all you know it’s something to
10:46
think through so build out that list
10:49
really think through it before you
10:51
before you start to take action in the
10:53
day prioritize it and then go through
10:55
and just glean through the list and be
10:56
like okay who can I get to do these
10:57
things
10:58
assuming you can yield to be doing none
11:00
of them of course there will be a
11:02
handful of them that you end up doing
11:03
but that way that’s just a mindset
11:04
that’ll help you get things delegated
11:06
properly
11:07
hey go Brent awesome hey everybody hey
11:12
everybody good to get to connect with
11:13
you I just want to express how much we
11:15
appreciate you everybody who follows us
11:17
who also you dedicate listeners of
11:19
Russell’s program it’s funny more and
11:21
more as we travel with Russell even
11:23
locally here in the Boise area
11:26
he’s getting like people recognize him
11:27
all over the place like they see they
11:28
see the jeep or they’re seeing him in
11:30
the hallway the hotel like hey I’m your
11:31
neighbor and you know just these these
11:33
red albertsons yeah it’s just like this
11:37
guy’s yeah it’s just it’s just funny and
11:38
and anyways a couple of couple things I
11:41
had the privilege of working for us
11:43
afore over 11 years and the one thing I
11:46
think that you just cannot replace or
11:47
that is absolutely needed is hard work
11:49
you just you have to be dedicated in
11:52
getting to this business and and be
11:54
willing just to you know sacrifice what
11:57
you need to sacrifice to get going
11:58
another thing I think we’ve learned
12:00
through this this journey is stay nimble
12:02
and small as much as you can don’t don’t
12:05
go out and try to leave some big office
12:07
space until you’ve got sales coming in
12:08
consistent sales and you know that your
12:10
business is in good good shape that way
12:12
another thing that we can monitor we’ve
12:14
kind of followed here and in our company
12:16
is is we’ve been slow to hire and quick
12:18
to fire building that a team in Russell
12:20
just done it has done a tremendous job
12:22
of just you know obviously we’ve got
12:23
great partners here and then it has
12:25
extended to our team members and again
12:28
we love all of our team members we are
12:29
essentially a great family of like money
12:32
individuals who are focused on a goal
12:34
and in the leadership in this company
12:36
has helped us all work to achieve goals
12:38
so that’s been awesome as well so stay
12:40
small as long as you can’t be nimble be
12:41
humble but kick you know you got to work
12:44
hard and once you do those things
12:46
no don’t swear with the small things I
12:48
mean I think I’m just we’ve we’ve had
12:50
different variations about Chloe
12:51
handbook and I’m just finally getting it
12:52
out here probably the next few weeks and
12:54
we’ve been like business for three years
12:55
so don’t don’t stress about the plus six
12:58
and and I we were somewhere oh we were
13:01
in an event in Denver a few weeks ago is
13:03
related customer support and that’s very
13:05
normal for small startups I mean that’s
13:07
very normal that those things just come
13:08
but don’t don’t worry about those little
13:10
details they just they work themselves
13:11
out and but work hard and you’ll achieve
13:14
those that success so I will hand this
13:17
over to my buddy Ryan so I love talking
13:22
about this topic and I think it’s best
13:24
summarized as worse is better you can do
13:28
a lot more than you think Gary Vee told
13:30
us that when we met with him on the
13:31
social media side really we already do
13:32
everything we are to do a ton we’re on
13:34
everything he’s like you can do more and
13:35
I think this is true and everything we
13:37
do in engineering everything we do when
13:38
it comes to
13:39
you’ve heard it in every single answer
13:40
from everybody to some degree but I
13:42
think the killer underlying subtext all
13:45
that is that constraints are not a
13:47
limiting factor they force you to focus
13:50
the focus forces you to prioritize that
13:54
forces you to do the one thing every day
13:56
that’s the most valuable so that you can
13:58
compete with somebody who’s got 40
14:00
million dollars in funding and you’ve
14:01
got three guys in an office trying to
14:04
figure it out because it makes you laser
14:06
focus on like the thing you have to do
14:07
every single day that’s what enables you
14:09
to compete at a higher level that’s what
14:11
enables and I believe the most important
14:13
thing we’ve done in our culture is force
14:15
everybody from you know hiring decisions
14:18
to business processes don’t worry about
14:21
the handbook don’t you know don’t over
14:23
complicate this simplify this because
14:24
those constraints are what make us as
14:27
powerful as we are and what enable us to
14:29
be a hundred million dollar company with
14:31
a hundred people to grow to a billion
14:33
dollars with you know fewer resources
14:35
and a fraction of the you know budget
14:40
and everything else everyone else is
14:41
competing with us they have no idea how
14:43
we do it they’re all like wait how many
14:45
engineers you have how many how do you
14:46
do this what how big are you it blows
14:48
their mind and I think that’s a thing
14:49
they miss is that those constraints are
14:51
what enable us to do it it bets our
14:54
weaknesses are our strengths and people
14:56
see them backwards and we see it the
14:58
opposite and that’s why everyone’s so
14:59
blown away and why nobody gets it and I
15:01
think that’s our secret sauce in many
15:03
ways so I love that that’s our thing
15:06
that’s what I learned that blew my mind
15:08
awesome well I hope you guys enjoyed
15:11
episodes fun hanging out and we just
15:12
want to thank you guys so much for
15:13
allowing us to serve you and serve your
15:15
audience we love what we do we’re
15:17
obsessed with we’re passionate we’ve
15:18
been up for the last two days going
15:19
crazy trying figure out ways to do
15:20
better and you know for us a lot people
15:23
say you guys my hundred really that’s
15:25
crazy it’s like that’s like step number
15:27
one for us we’re just getting started
15:28
wait to see what’s gonna be coming out
15:29
next twelve months and beyond we love
15:31
you guys we appreciate you we’re so
15:32
grateful for the ability and the right
15:34
and the gift we have to serve you guys
15:36
in what you guys do so thanks again so
15:39
much for everything and thought yes
15:41
assumes hi everybody
15:42
want more marketing secrets if so then
15:45
go get your copies on my two
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best-selling books book number one is
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and expert seekers calm and book number
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two is called dot-com secrets and you
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calm inside these two books you’ll find
15:59
my top 35 secrets we’ve use to become
16:02
the fastest-growing non VC back-sass
16:04
startup company in the world

The Marketing Secrets Blackbook - "99 Marketing Secrets That Will Change Your Business… And Change Your Life!"

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