Secret #51 – Focusing On Your UA, $100K-A-Day Role


How we’re creating systems so that everyone can focus on their unique abilities.

On this episode Russell talks about being worth $100,000 a day in his business, but not being worth anything as an assistant wrestling coaching. He goes on to say why it’s important to focus on unique abilities. Here are some of the amazing things in today’s episode:

  • Why Russell had to tell an old friend that he couldn’t come visit unless he paid him $100,000 a day.
  • How Russell ended up being an assistant wrestling coach for free.
  • And why focusing on our own and our team members unique abilities is a good way to grow your company.

So listen here to find out why Russell charges $100,000 a day for business consulting, but is an assistant wrestling coach for free.

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell Brunson. Welcome to Marketing Secrets podcast. I hope you guys have an amazing day today because I’ve got something cool to share with you. Alright everybody, I’m heading back into the office. It’s been a couple, the last two weeks have been a lot.

Some of you guys, if you’ve been watching, last week I re-wrote the webinar from the ground up and it did really well. Over a million dollars in sales in the first week, which is cool. But the coolest thing, now that asset is done and created it will be placed in different places, including the home page of Clickfunnels. And it should, next year generate a lot. Anywhere from 10 – 20 million bucks.

So it’s like, you do the work once and it pays you forever. And now I’m writing a webinar this week for our new program called Software Secrets, which is a brand new thing. It’s always, the last webinar I wrote from scratch, but the offer was similar to what I’ve done in the past. So this one, this is a brand new offer, brand new everything.

And my kids started wrestling, and I don’t know if I told you guys this already, but the first day of wrestling practice happened and I didn’t know about it. I don’t know, we just got the dates messed up. So my kids went and that night I came home and I was all excited to see them, “How was wrestling?” and they’re all in tears, “We hate wrestling. We never want to go back.” And I was like, “What? No.”  So I had to call the coach and a few minutes later I called to be an assistant wrestling coach. So now everyday at 3:00, I love it, I get to go to wrestling practice with my kids.

The only problem is that this week was planned to be the Software Secrets launch week, so I was going to have a whole week to build out the webinar. The problem is that now from 3 til 6 every night I’m at wrestling. So it cuts out, plus like drive times and everything else, it cuts out about 4 ½-5 hours every day. So I really needed to get this webinar, so I’ve been late nights. I was up at the office until 2 last night. I’m going to probably be there til 2 or 3 tonight and then do the webinar tomorrow morning live.

But I think conservatively, it’s an amazing offer. It’s really insane. I would be shocked if we don’t do a million dollars during the launch week, or this week, the webinar week, you know. And then that will go on and next year it could do, who knows, anywhere from 5-10 million bucks. So you do the work once and it pays you for the next 5 years, which is cool. That’s what I love about webinars. All that effort you put into it. So it’s worth putting in the effort.

It’s funny, as I’ve been doing this and thinking about it, I had an old friend from about 15 years ago call me and to start off, just kind of catching up and then, and I respect him for this, but as a good sales person does, he wanted to sell me something, and he’s like, “yeah, I could fly out to Boise and spend a day or two with you guys and show you all the stuff that we have.” And all this stuff right, and I was just like, how do you tell your friends this.

Awkwardly I’m sitting there and I’m like, “Hey man,” I was so uncomfortable, because how do you tell your friend, someone who’s known you when you were just a punk kid? “I don’t know how to tell you this nicely, but just so you know, right now I bill out, if you were to come in for a day of consulting I bill out an 8 hour day at $100,000. So for you to come out for 2 or 3 days, the opportunity cost for me, its 2 or 3 hundred thousand dollars. So it’s really hard for me to just block out that time. I feel like such a jerk telling you that. But if you want to come out and we hang out as friends or something, I would love to see you again as friends, that’s super cool. To take 2 or 3 business days, the opportunity cost is not little.”

He was like, “What? Are you serious?” I’m like, “yeah.” It’s kind of awkward right. But that’s what we charge. You know, I saw someone the other day posting in our Facebook group like, “How come the guru’s don’t just charge $150 an hour so they can help everyone?” and it’s like, gall I wish I could. I wish there were more hours in the day. That’d be awesome. But I was like, literally I’m spending 3 days to create this webinar that will make me a million dollars in the first week. And anywhere from 5 to 10 million dollars extra, maybe more. Who knows?

So I’m spending 3 days, 3 days of focus time. And in my pocket goes 8 plus figures. $100,000 a day is actually super cheap discounted rate. You know what I mean? So I was trying to explain that, I was like, I don’t know how to say it nicely. I was like, even if you did want to pay me $100,000 a day, the first opening is probably 5 or 6 months away. My calendar is insanely booked. Anyway, so that’s kind of, that was this awkward moment. “I’m so sorry man, I just, I don’t want you to think I’m a jerk or anything, but that’s why I can’t just have you come out for 2 or 3 days to sell me something. I just can’t, I wish I could.”

So that was, there’s step one. And then so now I’m at wrestling practice with my kids and I’m sitting there and I’m spending 3 or 4 hours a day, every day, at wrestling practice, which again, I love. It’s so cool. I remember when I was this age, going to practice and my dad coming and watching and working out with me. It’s just cool. It’s been a really unique time with the twins, just such a cool thing to be able to spend time with them. Like I said, they haven’t liked wrestling, so I’m in there trying to make sure they’re liking it. I’m in there wrestling most of the time I’m drilling with them, I’m helping them and just making sure they have a good experience just so that they keep doing it. And for the next two or three years in the beginning programs, that they like it.

If they like, I just don’t want them to get hurt, or beat up, so I’m just there to make sure that they like it and teach them some moves so they start beating kids. Because if you start beating kids, then it gets fun. So I’m just like, trying to get them through this initial pain of the beginning. And I’m sitting there, I’m an assistant coach, I’m not getting paid anything obviously. And I was just like, it’s so interesting, in this area of my life, like in business, my time is worth $100,000 a day. But in wrestling my time is not worth anything. I’m not getting paid for the 3 to 4 hours a day that I’m spending, which is, I don’t want to get paid for it.

But I had this realization, over here I’m insanely valuable monetarily. Over here, I’m not. Best case scenario, if I was, even the best wrestling coaches in the world maybe, maybe clear 6 figures, probably not. Most of them probably $50-60 grand max. And these are like the best, these are the dudes like the Michael Jordan’s of the world, of the wrestling world. So it’s like, let’s just say I was at that level and I was getting paid that, I’d still be making $20 an hour, $30 an hour maybe. So for three hours it’s worth $60, $80, maybe $100 for my time. Whereas that time spent over here is worth $20 grand an hour. You’re looking at $20, 40, 60 grand for that same time, just where am I focusing at.

And as I was thinking through it I was like, that’s so fascinating how valuable I am here and not so much here. So I started thinking about us as entrepreneurs where how often do we spend our time, we have a unique ability that’s worth $100 grand a day right. To our company and to us and the people we’re serving right. But then, we go and start doing these $8 an hour jobs because it’s gotta be done, so I should be the one doing it. But you’re not worth that much there. It’s so expensive to have you spending time on $8, 10, 20 an hour jobs if you’re making $20,000 an hour doing your unique ability.

It’s been interesting, I’ve been working with Jeff Woods, from The One Thing, on building things out. One of the big things I’m focusing on, thinking through is we’re trying to re-systemize our business because it’s kind of to the point where we need to re-set and re-do all those things. And as I’m thinking through it I’m just like, I want to create the systems and my goal in these systems is to create the system so that it forces me, and forces everybody on my team to only do their unique ability. Because each of us has a unique ability where we’re worth $100,000 a day, and then we have things we’re good at where we’re worth $20 an hour.

It’s like, if I can get everyone focusing on their unique abilities where they’re worth $100 grand a day versus their non unique abilities where they’re worth $100 a day, man how much faster can we grow and can we scale and all those type of things? So that’s been my thought process.

So right now, we’re in the re-systemization of our company from now until the end of the year. After the Software Secrets launch I’m going to take, you guys will see me take a little bit of my foot off the gas, so I can recoup, restructure, get systems in place and then in January we’re going to go crazy, so it’s going to be fun.

But that’s why, I’m trying to figure out how to get everyone focusing on their unique ability and not focusing on the $100 a day jobs that they can do, and they are doing, but how do we get it so we’re all focusing on unique abilities? So for you guys who are thinking about it, what’s your unique ability? Think through that and then figure out, okay now that I know that, what are the people on my teams unique abilities and how do I create a structure where everyone is focusing 100% of their time on unique abilities? When you do that, you’ll start growing.

Dan Sullivan, at, if you guys go there he, I just bought every book on his website last week. It showed up in a huge box. Because I’m about to immerse in some Dan Sullivan, so I don’t just buy one book, I buy all of them because I love immersion. But in one of his books, it’s about unique ability, it has like a work book and everything. I haven’t read it yet, but I know it’s awesome, so check it out.

You guys, there is Garrett, and there is Scott. Those are our partner’s for Software Secrets, Lindsay, they’ve been up here for the last 2 days camping overnight with me getting everything ready for the launch tomorrow. So if you guys are watching the video you just saw Garrett, Scott and Lindsay. If not, you just saw me point in the air and didn’t see anything, if you’re just listening. So anyway, I’m going to jump in and we’re going to get this thing launched. I got 5 ½ hours before wrestling practice. After wrestling practice I’m going to come back and probably spend another 51/2 hours, so about 10 hours to get this webinar done before my body will shut down. Wish me luck.

And then tomorrow will be a million dollar day and then we’ll have an asset that’ll pay us for the rest of our lives. So this is my unique ability. So that’s what I spend my time doing. Spending my time managing, $100 a day job. Spending my time writing webinars, $100 grand a day job. So I’m focusing on my unique ability today, which will be good. So that’s all I got. Alright everybody, appreciate you all, talk to you guys soon. Bye.

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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.