Secret #12: The #1 Way To Know If You’re Going To Succeed Or Fail Before You Even Start

.SECRET #12: THE #1 WAY TO KNOW IF YOU’RE GOING TO SUCCEED OR FAIL BEFORE YOU EVEN START

Russell and Steven were talking about why most they knew failed to succeed in business…

Most people think it has everything to do with ability and resources. But after working with thousands of entrepreneurs, Russell has a different take on predicting success. Today you’ll learn:

  • The Five Second Test to know if someone is going to succeed or fail in business
  • Why Russell hates ALL his funnels
  • Why Russell doesn’t try to push his mastermind members to implement anything

So listen in and find out if you pass Russell’s 5-Second Success Test.

Full Episode Transcript Expand Transcript

Hey everyone this is Russell Brunson. Welcome to the Marketing Secrets podcast. Tonight I’m going to show you guys the one tell-tell sign to know if you’re going to be successful in business or not. And it works 100% of the time.

Hey everyone this is Russell. We’re on day 4 or 5 of binge all nighters while my wife and kids are away out of town. My wife doesn’t get back until a couple more days, but of my kids are coming back tomorrow, which I’m so excited. They were supposed to come back today, then they didn’t.

So now another day to pull an all-nighter. So it’s about 1:00 now. Today we have built and launched one, two, three, four funnels. And what’s funny is that none of them are new funnels, they’re all just re-builds of existing funnels. And this is hopefully a lesson for you all. Because I hate all my funnels. Even though they work pretty good, but they’re still not done. But guess what I did? I launched them and made a bunch of money with them and now I’m fixing them again. I’ll probably be fixing them again later, and they keep getting better and better, but they’re never done. So don’t be like, “My funnel’s not ready yet, I can’t make money.” Just do it. Just launch it and make money and then fix it along the way and keep fixing it. Ready, fire, aim. CLickfunnels gives you that ability to change things and make them better and better. That’s what I do, and you should too.

Alright, before I pass out, because I’m kind of getting a little loopy. It was fun, Steven and I spent like 30 minutes, I think we were getting tired and I gave him my internet marketing history lesson according to Russell Brunson. I showed him all my old sites on the way back machine. My first product, my first three software products, it was fun. We filmed most of it so hopefully it will show up on Funnel Hacker TV. Who knows, but we’ll see.

While we were talking, it was funny he was talking about how in the past he’s had a lot of business partners and things and how some people basically, all the business partners he’s had, none of them ever became successful and he was the only one that came out the end that was. He and his wife were discussing why did that happen and why didn’t it. As he’s saying that, I remembered something. I told him, and obviously nowadays it’s different, people come to our events now it’s different because we’ve raised the prices and we’ve attracted real entrepreneurs and things like that. But first 5 or 6 years of my company we were selling to beginners. And we were breaking my cardinal rule, which is don’t sell to broke people. But we were and we had these events and people would come and not that they were all broke or anything, there were some amazing people that came through, but it was definitely a different audience, different crowd.

I was telling myself, I would walk into our events, we had smaller events, about 40or 50 people, and I would welcome everybody and have them introduce themselves and within 5 seconds of them introducing themselves I knew with 100% certainty and accuracy who was going to succeed and who wasn’t. It was crazy. I always felt guilty. After they introduce themselves should I tell them, “Hey there’s no way you could ever be successful in this business. You should leave.” Or should I let them go through.

Part of its like, some people buy because success. Some people buy because they want entertainment, the excitement. They like chasing the dream, the idea of the dream. So I feel like that’s sometimes as valuable, if not more valuable, than what you give them, if that makes sense. I can’t remember where I learned this from or where I heard it. It was really good, but the concept was basically that, it was from a TV show, someone shared it. But basically, a lot of people don’t want to take the leap and actually do the work. Doesn’t make sense because those of you who are producers, that’s what you thrive off, producing, doing and moving forward.

But a lot of people don’t want to take that leap. Because they have this dream, vision of what’s going to happen and if they do take a leap and it fails, then they lose their dream. So for me, I know that this life is short and for a lot of us, there’s a lot of things that I do that I spend money on that are never going to be real, but I enjoy it and it gets me dreaming, it lets me dream and to think about something. It gets me excited. So that’s part of it.

So I never told those people when they introduced themselves, “There’s no way you’ll be successful, you should leave.” Because again, I feel like there were other things. I don’t try to impress……sometimes for us, and everyone here listening is different. Some of you guys, success is the reason you do this. And that’s your value, that’s what you’re looking for and sometimes we try to force our values on other people. I have my mastermind group, my inner circle that you guys know about. People pay 25 grand a year and some people come because they want to learn and execute. Other people come because they want to hang out. And if I try to push them to execute, it bothers them and they leave. They say they want success, but they don’t really want success. They want the networking, people, friendship, connection with other people like them. And I totally respect that now. I used to struggle with that when I was first getting started. But people give you money for different reasons, and most of the time it’s not for why you think. So don’t push your own beliefs on them because it’ll screw things up.

So anyway, people would come in and I would know that. I asked Steven, “Do you know how I could tell? I’m curious if you could know.” So my question for you is that. How did I know, what is the tell-tell sign with 100% certainty and accuracy, I knew within a second if people were going to be successful or not, in this business? Not in life, they can be successful in other things, but in this business. I’m curious of what your thoughts are, so think about it for a second. Because I’m going to tell you what the answer is and I’m a little nervous to tell you because some of you guys are going to be like, “Crap, does that mean I’m not going to be successful.” And I don’t think that that means you’re not going to be successful, but it does if you don’t shift what you’re chasing and what you’re thinking about. Because everyone I know who has been successful, it’s been the opposite side.

So again, we would come in and after the first session I would be like, “Okay, here’s the three people that are going to be successful.” and everyone else in the room would be like, “Yeah, I don’t know how but I feel that too.” And I kind of identified. This was the difference. Those who never had success, when they introduced themselves, or when they talked about it or thought about it, or presented anything, they were in the business because they wanted to make money. Those are the people that failed. You listen to that, what, Russell we all want to make money. That’s why we got in this business right. That’s why we’re here. That’s why I’m studying you, Russell. You teach people how to make money, and I want some of that.

Do you guys remember Wedding Singer, one of my favorite movies of all time? When Drew Barrymore goes to marry or whatever, he’s all mad so he goes to the bank and he’s trying to get a loan or trying to get a job at the bank to make money so she’ll like him. And Norm McDonald, not Norm McDonald…what’s his name? He’s the banker, and he’s like, he asks him his qualifications and Adam Sandler’s like, “Well, I like money. I’d like some more of it. You’ve got some money.” And it’s just this funny thing. I totally slaughtered it, but it’s really funny. Go watch Wedding Singer.

It’s really late. Alright, so where did I leave off. The people that were not successful were the people that wanted to make money. The people that were successful are people that were passionate and excited about the marketing. That’s the key. Isn’t that weird? Those who are excited by the marketing are the ones who were successful. It was weird.

I remember hanging out with Daegan Smith one time and he told me when he shifted from not being successful to being successful was when he got excited and passionate about the marketing. He became obsessed with it. It’s interesting because the business owners that I like to work with, the entrepreneurs, are the entrepreneurs running the business. Why? Because they become passionate about the marketing of the thing. Whereas bigger businesses that think they’re in the business of selling the thing. Apple you are not in the business of selling iPhones. You are in the business of ….. Excuse me, you’re not in the iPhone business, you’re in the business of selling iPhones. That’s what Steve Jobs understood. That’s why he was a big deal. That’s why he gave key note speeches. That’s why all those things happened. Because he knew he was in the business of selling the thing. Not of the thing.

That’s what I’ve found. When people introduced themselves, “I’ve been studying Russell. I’ve been geeking out, reading books. I love the market, I’m so excited. I’ve got this passion and I want to sell it.” I’m like boom, that guy’s goingto be successful. Or that girl’s going to be successful. If they come in like, “Hey yeah, I have a job, I really want to make some extra money.” And whatever or “Hey, I’m just not happy with where I’m at, I want to make extra money.” Every time it was money focused they failed. Every time it was “I’ve been reading this stuff and I’m excited.”

Hopefully, because unfortunately most educators make things really boring. I feel bad. Through my college and high school careers, most teachers were really boring. I tried my best to make marketing exciting. Because it is exciting. It’s exciting for me. I actually started, on Sunday I recorded, I decided I wanted to start a religious podcast and I recorded the first two episodes. It’s hard because I listen to other religious podcasts and they bore me and I’m like, “How are you guys boring? Do you not understand? What is happening? I love religion because the greatest act in the history of the world happened. There was this guy in Jerusalem, it wasn’t just a guy….This thing happened and it is so exciting when you understand it, what it means.” So I’m trying to make my podcast exciting. Because I’m as excited about that as I am about marketing.

My goal is to try to make the marketing exciting for you because I know that that’s what gets people into it. It’s not the thing, it’s being excited about the marketing thing. And that’s the moral of today’s lesson. So for you, if you’re struggling, I think better than…..the best advice I can give you is become obsessed with the marketing. Become obsessed from reading the books and understanding the stuff and how it works. You become obsessed with the marketing, that’s how you’ll be successful.

So don’t dabble, go deep. Get excited, get obsessed. Hopefully my books do that, hopefully my podcast, Funnel Hacker TV….that’s why we’re putting out so much content because I want you guys to see how fun this can be. It’s exciting. It’s the most exciting thing in the world. The most exciting business in the world, the most exciting time. You literally could have your own TV channel on a phone. That’s insane. We’re in such an exciting time, and I want all of you to be excited. Hopefully I’m exciting enough.

With that said, I really need to go to bed. Steven needs to go to bed, it’s 1:08. And being 1:08 is not that big of deal except for the fact that it’s like 5 nights in a row, or more. Anyway, I’m going to go. But I appreciate you guys. Get excited by the marketing.  And if you do that, it’ll all work out. It always does. But you gotta be passionate about the marketing. It’s true of anything in life. If you read Expert Secrets, you know what we’re talking about, the external and internal journeys. Those who focus on the external journeys are the ones that typically fail. Seek an internal journey. Making money is external. Understanding marketing, changing people’s lives, serving, telling stories, that’s the internal. So those who have read the book, that’s the clue.

But it’s true with everything. Weight loss, losing weight, if you’re goal is to just lose weight you’re probably not going to do it, just so you know. It’s a hint. What’s the opposite? What’s the internal thing? If you become passionate about that, get excited about that then you’ll lose the weight. If your goal is to, pick any market. Whatever the external goal is, if that’s your real driving passion, you’re not going to succeed. Sorry. Sorry to break it to you. Because I wanted to lose weight for a long time and I didn’t, guess why? Because I was excited about losing weight. Anyway, there’s a hint. Hopefully that helps. No more hints, I gotta go to be. Appreciate you guys, talk to you soon. Bye.



  • Will Chou

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Secret #1: How To Outspend EVERYONE Profitably

Is it possible to start a business without raising money? Russell explains how you can outspend all your competitors without needing to take a single dollar from venture capitalists.


The beginning of my journey from

$0 - $100,000,000

in revenue WITHOUT any venture captial

Who is Russell Brunson?

Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.