Russell Brunson - Why These 6 Values Separate the Winners from the Wannabes
Russell initially dismissed company values as cheesy but changed his perspective after seeing their impact on other businesses. He shares the process of establishing values for Prime Mover, a company split from ClickFunnels focusing on education and coaching. The values are designed to guide both internal operations and community interactions. The six core values are: Growth through Contribution, Always Overdeliver, Funnel Hack First, Extreme Ownership, The Golden Rule, and Work Until Proud. Each value is explained with practical examples, such as using past successful strategies (Funnel Hack First) or ensuring personal pride in work (Work Until Proud). These values aim to set a standard for employees and the community, fostering a culture of excellence and accountability.
Key Points:
- Establish clear company values to guide behavior and decision-making.
- Growth through Contribution: Encourage personal development and sharing knowledge.
- Always Overdeliver: Exceed expectations in every interaction.
- Funnel Hack First: Use existing successful strategies as a foundation.
- Extreme Ownership: Take full responsibility for outcomes.
Details:
1. 🎙️ Introduction to Company's Core Values
- The importance of company values has been historically underestimated, often seen as ineffective slogans.
- ClickFunnels underwent a strategic transformation by splitting into two sectors: the software division and Prim Mover, focusing on education and coaching.
- Bill Allen was appointed CEO of Prim Mover, emphasizing the establishment of core company values as a key strategic move.
- A two-day planning event was organized to define core values for Prim Mover, marking a significant strategic shift.
- The initiative aimed to guide the company internally and positively influence its surrounding community.
- Establishing these values serves as a model for other companies, enhancing internal cohesion and community alignment.
2. 🚂 The Concept of Prime Mover
- The 'prime mover' concept identifies individuals or forces that initiate change, similar to how engines drive trains, emphasizing the power to influence and lead.
- In literature, characters like Dagny and John Galt from Ayn Rand's works serve as examples of 'prime movers' who drive societal and industrial change.
- Aristotle's philosophical view of the 'prime mover' as God illustrates a figure that sets a standard rather than directly moving others, implying leadership by example.
- In modern contexts, entrepreneurs and creators are seen as 'prime movers' who drive innovation and change in the world, setting new standards in their fields.
- Businesses aiming to be 'prime movers' should define core values clearly, limiting them to five or six to maintain focus and guide team alignment and decision-making effectively.
- Real-world applications of these values are crucial for companies to influence their industries, similar to how prime movers drive trains forward.
- Implementing these values involves embedding them into company culture, decision-making processes, and strategic goals to ensure they act as a guiding force.
3. 🌱 Growth Through Contribution
- The concept of growth and contribution is derived from Tony Robbins' six human needs, where growth and contribution are seen as the needs of the spirit, essential for happiness and fulfillment.
- Growth is described as personal development, an ongoing process of becoming better and achieving more, crucial for those who are Prime Movers and at the forefront of change.
- Contribution involves using one's skills, talents, and knowledge to help others, transitioning from personal growth to influencing and aiding others.
- A personal story illustrates how coaching wrestling led to deeper understanding and personal growth, showcasing that teaching others can break through personal growth ceilings.
- The transition from growth to contribution is seen as necessary for continued personal development, with contribution providing exponential growth opportunities.
- The company value 'Growth Through Contribution' emphasizes the importance of personal growth alongside contributing to others, fostering a culture of shared development.
- The story of coaching wrestling demonstrates that by helping others learn, one can gain new insights and understanding, leading to personal improvement.
- The principle is compared to a scriptural reference about God's growth through helping humanity, suggesting that true growth comes from aiding others in their development.
4. 🔄 Always Overdeliver
- The principle 'Always Overdeliver' is based on Napoleon Hill's concept of doing more than you're paid for to achieve success.
- Hill's philosophy suggests that consistently providing more value than expected leads to receiving greater rewards over time.
- The concept is applicable in various aspects of life, including personal relationships, work, and interactions with customers.
- In professional environments, employees who consistently overdeliver tend to advance to higher positions.
- The practice of overdelivering fosters growth in relationships, businesses, and personal development.
- Implementing the overdelivery mindset involves actively seeking opportunities to exceed expectations in every interaction.
- The approach can transform customer service, leading to increased satisfaction and loyalty.
- Overdelivering is positioned not just as a strategy but as a core value within organizations, influencing all levels from leadership to support teams.
5. 💡 Funnel Hack First
- The concept of 'Funnel Hack First' was introduced after the ClickFunnels community launch, emphasizing learning from existing models before creating new strategies.
- In the initial ClickFunnels development, team members like Dylan Jones used existing design inspirations from platforms like Dribbble to create the UI, demonstrating practical application of funnel hacking.
- The principle of 'Money Follows Speed' is highlighted, suggesting that starting from proven best practices accelerates execution and improves outcomes.
- An example is given where existing email campaigns were analyzed before creating new ones, ensuring effectiveness by building on past successful strategies.
- Funnel hacking is not about being creative from scratch but about building on a foundation of proven methods and then adding creativity.
- In various departments, including HR and video production, funnel hacking is used to leverage existing successful practices to save time and enhance creativity.
- The strategy is to beat competitors by not reinventing the wheel, but by using funnel hacking in every department to quickly achieve superior results.
6. 📚 Extreme Ownership
- Extreme Ownership is a concept from a book that emphasizes personal responsibility for all outcomes, even when others are involved.
- The principle suggests that if something fails, it's your fault because of your choices or actions, such as selecting the wrong person or not providing enough resources.
- Adopting extreme ownership is empowering since it enables you to change and improve the situation by altering your approach.
- Leaders should instill a culture of extreme ownership within their organization, starting from the top and cascading down to all employees.
- Building a culture of extreme ownership is crucial, as it prevents the blame game and encourages proactive problem-solving.
- Extreme ownership is a core value that fosters accountability and continuous improvement across all levels of an organization.
7. 🔁 The Golden Rule
- The Golden Rule is a universal principle found in almost every major religion, emphasizing the importance of treating others as you would like to be treated.
- Napoleon Hill's 1919 launch of 'Hill's Golden Rule' magazine highlighted this principle, which was a major mindset in the early 20th century.
- The Golden Rule is not often discussed today, yet it remains a fundamental principle across faiths.
- Examples of the Golden Rule from various religions: Brahmanism – "Do not unto others which would cause you pain if done unto you." Buddhism – "Hurt not others in ways that you yourself would find hurtful." Confucianism – "Do not unto others what would not have them do unto you." Taoism – "Regard your neighbor's gain as your own gain and your neighbor's loss as your own loss." Zoroastrianism – "Nature alone is good which refrains from doing unto others whatsoever is not good for thyself." Judaism – "What is hateful to you do not unto your fellow man." Christianity – "Do unto others as you would have them do unto you." Islam – "No one of you is a believer until he desires for his brother that which he desires for himself."
- The principle encourages empathy and understanding in customer interactions, advocating for handling support tickets or customer queries as you would wish to be handled.
- The Golden Rule can improve workplace dynamics by encouraging team members to consider how they would want to be treated in any interaction.
- Leaders should model the Golden Rule, ensuring their behavior sets a positive example for employees to follow.
- Incorporating the Golden Rule into business practices can enhance customer satisfaction and foster a positive company culture.
8. 🏆 Work Until Proud
8.1. Core Value: Work Until Proud
8.2. Company Values and Application
9. 🚩 Conclusion and Call to Action
- The speaker emphasizes the importance of setting high standards for the team, stating a commitment to personal growth through contribution.
- Key principles highlighted include over-delivering, taking extreme ownership, practicing the golden rule, and working until proud.
- The speaker sets a standard for the team, encouraging others to rise to it and suggests that this approach is valuable for listeners.
- Listeners are encouraged to share the podcast with colleagues, staff, employees, family, or friends, indicating the speaker values community sharing and engagement.