– Hey my name isRussell Brunson.
I want to welcomeyou to my channel.
I'm so excited to have you here.
If you can a moment really quick and click on thesubscribe button, that way I can sendyou really cool videos like this in the future.
But today I'm gonnabe talking about a five-part video seriesI'm doing right now.
It was actually an interview Idid with this man right here.
Grrr, his head got really big.
Tai Lopez and I wasactually in California.
This was a couple of months ago.
I was out in Californiaand I actually messaged Tai and he said hey come onover to the Tai mansion, hanging out and we'lldo an interview.
So I got there super lateit was like 11:30 at night and I was like there's no waywe're doing this interview.
And sure enough we showed up.
He fed me and then aboutone o'clock in the morning.
If you've every been toTai's house or seen it he broke out like 400 cameras.
He had cell phones galorefor Snapchat, Instagram, Facebook, YouTube, networksI've never even heard of and we did this interviewand it turned out really, really cool and Iwanted to share it with you.
So the very firstpart of this interview Tai's asking about howwe built ClickFunnels from zero to 100 million dollars and the first thingwe talked about is how you actuallybuild a movement.
I talked about the movementsthat ClickFunnels has built.
We talked about someof our success stories.
Like LadyBoss and themovement they've created and a whole bunchof other stuff.
With that said let'sjump into part one of this interview serieswith me and Tai Lopez.
(stormy thunder) – Russell, take meback three years ago you decide tolaunch this company, called ClickFunnels.
Are you now number onecompetitor with Shopify? – I think so, I don't know anyone else that's come close, so I'm pretty sure.
– And you did this,you have five kids, you live in Idaho,for all of you to live in smaller markets.
– It still works.
– So what was thefeeling to go from zero and three years later doingone hundred million bucks here.
– That was never the goal.
I mean the goal is liketry to do whatever.
But it's funny becauseabout four years ago when we had the idea and wewere like can we do this.
Like a lot of peoplehave tried it before.
I even tried it before.
Luckily I had a co-founderin Todd Dickerson who was technicallyable to build it.
And he spent abouta year building it and then it came backand it was just amazing.
And so I'm like allright let's sell this.
That's my job to be the guyselling it and talking about it and trying to build theexcitement behind it.
It's crazy cause it took off.
At first it was kindof slow it took a while to figure out how to selland how to get people excited about it.
And then when it started working and then triggeringsuccess stories, people having success withit and more it started growing and growing and thelast three years has been nuts.
– So, let's go through this.
Marketing, cause a lot ofpeople are listening in are people who have an ideaand they want to grow it.
One of your secrets isnot just selling a product but creating a movement.
– [Russell] Yeah.
– Tell me about that.
Cause that's reallyyour number one.
I asked you the numberone thing you think is responsible for growth and those of youlistening should emulate.
You've written this bookcalled Expert Secrets.
You've got Robert Kiyosakion the front cover recommending it and theUnderground Playbook Defines your Message, Build ATribe, and Change the World.
So why do people needto build a tribe? How do you do it? – [Russell] The marketwe're going into there's a lot ofcompetitors, right? And all of them arelike, there brands but there kind ofnameless faces.
There's brands tryingto do this thing right.
And I remember aboutthat time I went to a network marketing thingcause I had some friends and I wanted to see howthese guys do their stuff.
I show up in thisroom and there's like four or five thousandpeople in this room and everyone's going on stage and they're cryingand I was so confused.
I'm like this is asoftware company, why are people crying.
– (laughs) – And person after personfor two or three days and I'm so confused andfinally I look over to one of my buddiesand he said to me he said you know whatthey're doing here? I was like I've got noidea but everyone's crying, I'm confused.
And he said they didn'tbuild a software company they created a movement.
That's why people are here.
That's why they're coming.
– So he's sayingthey built a movement before they evenbranded this concept.
– Yeah as they were doing it.
We were launching ClickFunnels and I was like if we'rejust a software company like everybody else thenwe're a commodity, right? If you're a commoditythen it's like everyone is fighting for the lowest price and eventually youprice yourself out and that's how a lotof businesses happen.
I was like we need tobuild something bigger where people are apart of this movement and they're part of our tribe and they belong to this thing.
And so about that time wewere launching ClickFunnels and again at first it didn'ttake off like I thought it was.
I remember about twoor three months into it I did a presentation about aconcept we call Funnel Hacking which is like could we findsomebody else as a funnel, you look at it and then youmodel it inside of ClickFunnels.
Our people started callingthemselves funnelhackers.
I was like okay heywe're funnelhackers.
We started making T-shirtsand everyone who signed up for our software make themwatch a 10-minute video showing them howto use ClickFunnels and we mail them a T-shirtthat says funnelhacker.
Almost every week sincewe've launched ClickFunnels there's been somethe next ClickFunnels killer is coming out.
I got emails fromeveryone forwarded and they're like thecompetitor's coming out.
And so far I think there'sabout thirty something that have come outand all of them have kind of fallen by the wayside and didn't do much.
– You think that's cause theyweren't movements like yours? – Yeah, well I askedsome of my members how come you guys don'ttry their software? Why aren't you switching over? And they saidbecause we're part of this is like, this isnot your company Russell.
This is us, we'refunnelhackers, ClickFunnels are our tool,this is who we are.
One guy, I rememberhe told me, he's like I look at the ad longenough on my Facebook feed just long enough to laughand then I scroll on.
Because I know thatI'm a funnelhacker and I'm part of this movement.
And so it's like everyone isgonna try to beat us on pricing and things like that and it'slike no we built a community.
We built a tribe ofpeople who have a belief they're going somewhere,there's a vision what they're all trying to do and that has been sohuge in propelling us.
they also share it We get organically abouta thousand people a day that are signing upfor ClickFunnels.
– And these are paidcustomers by the way.
55,000 paid customers.
– Not free oneslike most software.
– Your free emaillist, how big is it? – Over a million.
– Over a million.
– We've probably had aboutfive hundred thousand or so that have actuallycreated an account but yeah, 55,000 thatare actively paying.
– Paying you and itcost between what? – Between $100 and $300 a month.
– 100 and 300 and thenyou've got some upgrades people can do.
So, it is interestingwe're talking about this cause I was just readingthis, I like to read textbooks even though I didn'tgo to college.
This is how I do myversion of college.
So I was reading this bookon, it's just a psychology, Dr.
David Russ, it'sa psychology book.
He's actually cominghere tomorrow.
He's one of the mostinteresting guys in the world.
And he's talking about therise of gang membership around the world.
And he said it completelytracked the breakdown of the old family unit tribe.
Gangs started toget big let's say, I mean there's alwaysbeen some form of gang, but people want tobelong to something.
So now if you canbuild a business, you see that with Lady Gaga.
She called her fans wasn'tit like Little Monsters or something like that? And Justin Bieber whatdo they call, beliebers.
– (chuckle) So one our top successstories we're talking about in the book a lot.
She's in the weight loss spaceand her maiden name was Tool.
She was always likeTool Time trainer.
It was tough because peopledidn't self identify with that.
– And so she heard thisfor the first time, she was at an event wedid and on the flight home she was like Ineed to change this to something that my people will associate with.
It was tough for herbecause her business at that point had been her name.
And she's like that's not bigenough for everybody else.
And so on the flight homeshe was thinking about ideas and all of asudden she had this idea.
She's like I'm gonna rebrandit as LadyBoss Weight Loss.
And my winners aregonna be LadyBosses.
And they went home anddeleted their whole business which was doingwell, rebranded it, launched this thingcalled LadyBosses and if you look athere movement right now they have over ahundred thousand women who have purchased their program so they're in this thing.
They do these swag drops.
– Swag drops.
– She's like I'vegot my LadyBoss swag and she'll come inand she'll reveal it and they'll have, so fora short period of time, and I'm not allowed toshare their numbers, but they will sellso much clothing in a finite period of timeto all the LadyBosses.
Cause they have these shirtsthat say I'm a LadyBoss and they have all these quotes that people self identify with.
– And when they took it froma brand like from their name to this thing that's biggerlike people can identify with.
– I just want to reiterate,I've seen this over and over.
Even what I do.
Knowledge Societyis one of the names of one of my companies.
And it's not evensomething I tried to brand.
And I see my employeeslatching on to that because you can't latchon to being Tai Lopez, that's just one person.
But being attachedto Knowledge Society is like this higherpurpose and if you look at Maslow's hierarchy of needs there's five levels of needs.
Physiological is atthe base foundation.
And you have numbertwo you have safety.
And then numberthree you have love and number four youhave status and respect.
But number five isself actualization or actualization toa higher purpose.
And that's where people find god and they find,like Mahatma Gandhi and his movement to gainindependence for his country.
Martin Luther KingJunior, Abraham Lincoln.
And so what you'redoing is you're applying those same principlesto a brand.
And it took you from zero to a hundred milliondollars a year.
– The thing aboutthe big brands, the ones that havedone a really good job in the last generationhave done that.
Look at Apple.
– [Tai] Biggest companyin the world, Apple.
– [Russell] Appleself-identify with that.
Like there's Apple usersand there's everybody else.
There's that thing,you look at shoes, you look at clothing lines,the best brands have done that.
For some reason mostbusinesses, we don't think think about that, it'slike well I sell this or I'm a financial planneror I'm in real estate.
Those who startlooking at a pattern.
I'm a big pattern guy.
You see a patternit's like okay, now that I know the pattern,how can I amplify that.
So when we realizethis is the pattern.
In the book we'll say howto create those movements.
But you understand thepattern it's like okay how can I do thisfor my business and when I became awareof it then it's like okay now that I know whatit is I can amplify it.
I know that theseare the pieces of how to make this movement happen and like what are all theelements of a good movement and how to be theleader of that movement.
And one of the things,when you understand it you can amplify it.
– And most of them never know, they're like I sell this thing.
This is my business.
– Tell us a little more.
What did you build, wasit just this hacker funnel kind of idea or funnel hacksor what did you identify with? – You know I think themajority of our members they're small entrepreneurs,they're people who are still involvedin their business.
They've been marketingtheir business and they'repassionate about that.
I was our customers likefive or six years ago.
I had ideas, thingsI wanted to get out but I didn't knowhow to do that.
I'm not a website designeror developer or anything.
So I had to hire peopleand it was so slow and just frustrating.
So for me it was likewhen we made ClickFunnel I was able to as someonewho is passionate about my product or myservice I could just go and put it out therereally, really fast.
I was talking to your partnerearlier about MentorBox and he was like back inthe days I had a hundred developers here to build allof our software, our things.
He's like guess how manywork for our company now? Two and they loginto ClickFunnelsand they edit stuff.
Like that's all we do.
So it gives people likeus who are passionate about a product, or an idea,or whatever it gives us.
I was hoping it makesentrepreneurs free to share their message,not get bogged down in all the tech stuff thatkeeps people from doing it.
And so our people,our phone hackers.
Like that's their thing.
I don't get stuck downwith all the tech.
I can just go andshare my message.
I can sell products.
I can do whateverit is I want to do.
– So people have got an idea, they are no longerconstrained by technology.
– Thanks so much forwatching part one.
I hope you enjoyedthe interview so far.
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That way you'll getnotifications whenepisode number two comes out to see the next partof this amazing interview.