Podcast Summary: A Marketing Secret We Learned At Krispy Kreme Doughnuts

The Russell Brunson Show | July 3, 2017
Host: Russell Brunson | Podcast by: YAP Media

Episode Overview

In this lively and candid episode, Russell Brunson records from his “Funnel Hacker Jeep” post-family outing, using a visit to Krispy Kreme Doughnuts as a jumping-off point to reveal a simple but powerful marketing principle. Accompanied by his kids, Russell explores why Krispy Kreme stands out from other donut shops—tying the experience back to a vital lesson in transparency, process-sharing, and authentic audience connection. The episode blends everyday storytelling, practical advice, and family banter, providing fresh insight into how sharing your process can nurture customer loyalty and trust.

Key Discussion Points & Insights

1. Why Krispy Kreme Wins: Showcasing the Process

Timestamp: 01:29 – 02:25

• Russell quizzes his children: Why do they prefer Krispy Kreme over other donut places?
  • Kids highlight the “good donuts,” convenient location, and good price (01:26–01:45).
• The real draw: Watching the donuts being made behind a glass wall—“So you gotta watch the process, right?” (Russell Brunson, 02:14)
• Kids mention the added treat of sometimes receiving free samples.

Insight:
Krispy Kreme’s transparency, inviting customers to witness the creation process, makes the experience unique and memorable.

2. The Power of “Showing the Process” in Marketing

Timestamp: 02:31 – 04:55

• Russell connects Krispy Kreme's approach to business marketing:
  • “The moral of this is that they let you watch the process of the creation of how it works.” (03:10)
• He recalls a classic marketing story about a beer company’s breakthrough success by highlighting their process—a story credited (though a bit fuzzily, mid-parental chaos) to renowned marketers like Ogilvy.
  • “Nobody else even knows this is how it all works. And so I want to show that process.” (04:01)
• The beer company’s process-focused campaign revolutionized their marketing; Krispy Kreme achieves a similar effect.

Insight:
Letting people see how things are made, even if the process is standard, creates interest, trust, and perceived value.

3. Applying the Lesson to Your Own Brand

Timestamp: 04:55 – 06:23

• Russell relates this secret to his own work:
  • “There’s a reason why I do Funnel Fridays every Friday... Why am I doing that? Because I’m showing the process. I’m letting people see how I do it.” (04:55)
  • “The more they see me drinking my own Kool Aid, the more likely they are to also drink said Kool Aid.” (05:12)
• In the age of reality shows and social media, audiences crave authenticity and behind-the-scenes looks.
  • “We are in the reality show era of the world, and your audience wants to view what’s happening.” (05:24)

Actionable Takeaway:
Document and share the behind-the-scenes journey—via stories, livestreams, podcasts, or posts. Let people in.

4. Family, Humor & Authenticity

Timestamp: 05:34 – 07:26

• Russell’s kids riff on his beard and mustache, with comic interruptions and “ladies’ man” jokes.
  • “He just said, I'm free, ladies... and he jumped out of the car.” (05:52, referring to Aiden)
• Russell underscores that sharing his imperfect, real-life moments—including family chaos—is part of the process:
  • “I’m showing you guys my life. I’m showing you how I do what we do. And that’s what draws people in.” (06:24)

Notable Quote:
“If you read Expert Secrets, you know, that’s the goal, is to draw people in to you and your personality…” (06:25)

Notable Quotes & Memorable Moments

• On Krispy Kreme’s Magic:
  “The moral of this is that they let you watch the process of the creation of how it works.” (Russell, 03:10)

• On Marketing Transparency:
  “There’s a reason why I do Funnel Fridays every Friday... Because I’m showing the process. I'm letting people see how I do it...” (Russell, 04:55)

• On Social Media Authenticity:
  “We are in the reality show era of the world, and your audience wants to view what's happening.” (Russell, 05:24)

• On Drawing In Your Audience:
  “Draw them in, you guys. Do it. Open up your life a little bit. I know it's scary sometimes. That's what Instagram's for—your stories, Facebook Lives, podcasts, etc.” (Russell, 06:37)

• Memorable Moment (Family Edition):
  “He just said, I’m free, ladies… and he jumped out of the car.” (Russell, 05:52)

Timestamps for Key Segments

• 01:26 — Kids explain why they love Krispy Kreme (taste, location, price)
• 02:02 — The real Krispy Kreme secret: “You get to watch them make the donuts”
• 03:10 — “The moral is: They let you watch the process…”
• 04:01 — Beer company story: Marketing success through showing the process
• 04:55 — Russell applies the lesson to his “Funnel Fridays”
• 05:24 — “We are in the reality show era…”
• 05:52 — “I’m free, ladies”—humorous family moment
• 06:24 — “I’m showing you guys my life. That’s what draws people in…”
• 06:37 — Encouragement to open up via various content channels

Episode Takeaway

Let your customers in.
Whether you’re making donuts or funnels, share the behind-the-scenes process. Transparency, authenticity, and a willingness to showcase the journey are what set brands apart in today’s marketplace. As Russell and his kids demonstrate, letting people peek behind the curtain fosters connection, trust, and—maybe—a craving for more.