Russell Brunson - Creating a Movement: How to Build a Brand That People Follow for Life
Russell emphasizes that creating a movement requires two key elements: writing a book and hosting an industry event. He explains that every major movement in history has started with a book, which serves as the doctrine or foundational principles for the movement. He shares his own experience with writing 'DotCom Secrets,' which helped establish ClickFunnels as a movement rather than just a software company. Writing a book is a labor-intensive process that requires deep thought and personal insights, which cannot be replicated by AI or ghostwriters.
Additionally, Russell highlights the significance of hosting an industry event to gather and energize the community. He recounts the success of Funnel Hacking Live, which started small but grew into a major event that brought together the most passionate members of the community. These events help build culture, provide networking opportunities, and allow leaders to communicate directly with their audience. Russell notes that while Funnel Hacking Live is ending, it has set the stage for future innovations in event hosting.
Key Points:
- Writing a book is essential for establishing a movement; it serves as the foundational doctrine.
- Books should be well-written and insightful, not quickly produced or outsourced.
- Hosting an industry event helps gather and energize the community, building culture and excitement.
- Events provide a platform for direct communication with the audience and showcasing new developments.
- Despite ending Funnel Hacking Live, Russell plans to innovate and create new impactful events.
Details:
1. 🎙️ Introduction: Setting the Stage
- Russell is preparing to attend the final Funnel Hacking Live event, marking its importance as the 10th and last occurrence.
- Funnel Hacking Live is a significant event for entrepreneurs and marketers, known for its impactful presentations and networking opportunities.
- Russell is dedicating his weekend to perfecting his presentation slides, highlighting his commitment to delivering high-quality content.
- The recording of the podcast and video is done spontaneously before boarding a flight, demonstrating his dedication to audience engagement despite a busy schedule.
2. 🔑 Secrets to Creating a Movement
- Creating a movement requires two core elements: gathering followers who will help change their lives and a clear mission that resonates with them.
- Instead of focusing solely on selling a product, successful movements aim to deeply impact people by moving and changing them.
- The initial growth phase is crucial for learning through overcoming challenges, setting the foundation for future success.
- Business is not just about profit; it's about contribution by sharing lessons with others who are at an earlier stage.
- The focus should be on serving entrepreneurs who are committed to contributing back by mentoring those in earlier phases.
- Building a movement involves assembling a community with a shared journey and purpose, effectively creating a ripple effect that impacts lives.
3. 📚 The Role of a Book in Building Movements
3.1. The Influence of Books in Starting Movements
3.2. Books as Strategic Tools in Modern Business
4. 🚀 From ClickFunnels to Movements: A Journey
- The transformation from a software-focused company to a movement-driven brand was catalyzed by attending an event that highlighted the power of community over technology.
- ClickFunnels initially faced challenges with the traditional SaaS model, but pivoted successfully by focusing on building a community movement rather than just selling software.
- 'DotCom Secrets,' a foundational book for ClickFunnels, sold over 100,000 copies and played a crucial role in establishing and communicating the core principles of the movement.
- The importance of writing a high-quality book is emphasized, as it helps in distilling key principles and acts as a lasting tool to spread the movement's core beliefs.
- Books are positioned as a legacy that outlasts other content forms, ensuring a lasting impact and solidifying the foundational principles of the movement.
5. 📢 The Significance of Hosting Industry Events
5.1. Historical Context of Industry Events
5.2. Evolution and Expansion of Industry Events
5.3. Strategic Shifts in Event Hosting
6. 🏆 Establishing Funnel Hacking Live as a Premiere Event
- Funnel Hacking Live began with 600 attendees in its first year, doubling to 1,200 in the following year, demonstrating rapid growth and increasing influence.
- The event attracts highly engaged community members, described as the 'bottom of the funnel,' essential for creating a strong, dedicated culture.
- Although the event hosts 4,000-5,000 attendees, its influence extends industry-wide, akin to major tech events like those led by Steve Jobs.
- A strategic shift from traditional 'pitchfest' models to a community-centric experience has distinguished Funnel Hacking Live from competitors, enhancing attendee engagement.
- The event strategically serves as a platform for launching new features and innovations, providing a stage for impactful testimonials and selling coaching programs.
- During the COVID-19 pandemic, while competitors faced challenges, Funnel Hacking Live maintained its momentum and rebounded strongly, highlighting its resilience and strategic planning.
- The event marks its 10th year (11th including a virtual edition), signifying a decade of substantial influence and the establishment of a movement rather than just a convention.
- Strategies inspired by successful network marketing have solidified its position and extended its reach beyond mere attendance numbers.
7. 🎉 Reflecting on Achievements and Future Aspirations
- The decision to stop holding Funnel Hacking Live is based on the need for a reset to create something different and better, as the current format has been widely replicated.
- Organizing an industry event is a 10-month cycle, which is exhausting after a decade of running them.
- ClickFunnels has achieved over a billion dollars in sales without external funding, maintaining a bootstrap story unlike its competitors.
- The Three Comma Club award marks significant success, rewarding those who achieve over a billion in sales.
- Creating a movement involves writing a book and hosting a unique industry event, which has been the foundation for ClickFunnels' growth.
- The podcast and YouTube channel are key components of the current strategy, with a focus on increasing listenership and engagement.
- Ad revenue from the podcast is reinvested into promoting the podcast, emphasizing the importance of impact and listener growth.
8. 🙏 Conclusion: Gratitude and Farewell
- Encourages sharing the episode with friends to increase reach and engagement.
- Acknowledges and expresses gratitude to the audience for their participation and support.
- Mentions participation in Funnel Hacking Live, indicating engagement with a significant industry event.
- Hints at upcoming projects or initiatives, suggesting a continuation of efforts and potential for future engagement.