The Russell Brunson Show: "DON'T WASTE THE STORY"

Host: Russell Brunson
Date: December 10, 2018
Podcast Theme: Exploring the strategies, mindsets, and personal stories that fuel entrepreneurial success — with a particular focus, in this episode, on the power of storytelling and embracing the journey as a bootstrapped entrepreneur.

Episode Overview

In this energetic installment, Russell Brunson shares his experiences from attending the national EY (Ernst & Young) Entrepreneur of the Year awards. He touches on the thrill (and the frustration) of competing as a bootstrapped entrepreneur alongside VC-backed “heavyweights,” delivers sharp analogies between business and bodybuilding, and above all, hammers home the message that the story you harvest from every win or loss is more valuable than the event itself. Russell’s trademark candor, humor, and practical insight make this episode a must-listen for anyone building their business from the ground up.

Key Discussion Points & Insights

1. The Big Event: EY Entrepreneur of the Year Awards

[01:00-05:00]

• Russell recounts making the awards trip into a memorable family event, flying in on a private plane with his parents (despite his mom’s reluctance) and friends.
• Memorable highlights include:
  • "An insane dessert bar with a donut wall and a cookie dough bar."
  • A private Kelly Clarkson concert, just five rows away.

2. Bootstrappers vs. VC-Backed Entrepreneurs: The Bodybuilding Analogy

[05:10-13:50]

• Russell draws a vivid parallel between bodybuilding and entrepreneurship:
  • “In bodybuilding, there’s the regular contest (with no drug tests)—those guys are on steroids... Then there’s the natural contest. They look amazing, but next to the roided-out guys, it’s not even fair.”
  • “The Entrepreneur of the Year was like the steroid contest. Most had $2 billion in funding. I was in the natural division.”
• Insight: Most competitors had raised huge sums; only a few, like Russell, were "bootstrapped."
• On risk: VC-backed entrepreneurs' version of risk is just “go back and get a couple more hundred million dollars. For us bootstrapped folks, that's not an option.”

"It's like, what do you do when you hit plateaus? 'I just take more steroids.' Come on! That's when we freaking hustle."
— Russell Brunson ([12:33])

3. Losing, Winning, and Storytelling

[13:51-18:50]

• Russell didn't win—the overall category went to billionaire Thomas Siebold (mentor to Marc Benioff of Salesforce) and the founder of Groupon.
• Rather than sulking, Russell focuses on the narrative that emerges from the experience.
  • Key Message: The story you get from an experience—whether a win or a loss—is more precious than the event itself.
  • “I’m always going into these things looking for the story. What’s the story I’m gonna be able to tell because of this experience?” ([15:10])

"When I do a webinar, the reason I can crank them out and sell well is I’ve got this huge Rolodex of stories I’ve been building up for over a decade."
— Russell Brunson ([15:30])

• Announcement/Tease: He’s considering creating a "Bootstrapped Entrepreneur of the Year" award—a “natural bodybuilding contest” for real entrepreneurs.

4. Why Stories Matter More than Outcomes

[18:51-20:50]

• Russell recounts how pivotal stories from previous events (like his famous $3.2M sale at 10X) have multiplied their value over time.
• The story of losing to “billionaires on steroids” will now draw the right audience to his message.
• Direct encouragement:
  • “Keep your eyes open for the stories happening every day… The story is the key!” ([19:40])
  • Successes and failures are both raw material for stories that serve your mission, build your movement, and connect with your market.

5. Family Priorities & Personal Moments

[21:00-23:10]

• Despite a whirlwind business week—with speaking events, launches, and travel—Russell makes family a top priority, rearranging expensive flights to attend his kids’ wrestling matches.
  • “Someday, I hope my kids listen to this and know how much I love them. He rearranged heaven and earth so he wouldn’t miss a wrestling match.” ([22:38])

6. Looking Ahead

[23:11-end]

• Russell teases future episodes, including insights from actress Jennifer Garner's keynote.
• Details the packed week ahead—balancing launches, events, and family—and expresses gratitude to listeners.

Notable Quotes & Memorable Moments

• On the Doughnut Wall & Event Excess:
  “They literally had a donut wall… a cookie dough bar… chocolate-covered bacon. The desserts alone were amazing!” ([04:15])

• On VC vs. Bootstrap Risk:
  “As an entrepreneur, taking on risk… ‘The nicest thing about risk is I just go back to my venture capitalists, get a couple more hundred million dollars, and the risk goes away.’ Like, what? That’s the worst answer ever!” ([12:10])

• On the Importance of Story:
  “What are the stories I can pull from this experience to use in other things? …That story will make me 10 times that $3.2 million. The story is the next phase.” ([16:00-16:25])

• On Audience Connection:
  "I'm looking for the story... the people I love serving are going to hear that message and be like, yes, that's who I am." ([18:25])

• On Prioritizing Family:
  “Someday, I hope my kids listen to this… He rearranged heaven and earth so he wouldn’t miss a wrestling match because that’s how much he loves you.” ([22:40])

Timestamps for Key Segments

• 01:00: The trip to the awards with family and friends
• 04:15: Epic desserts and Kelly Clarkson concert
• 05:10: The "bodybuilding contest" analogy—bootstrapped vs. VC-backed
• 12:10: Satirical take on VC-funded entrepreneurs' view of risk
• 15:10: Russell's real reason for attending: Seeking the story
• 16:00-16:25: Importance of building a "Rolodex of stories"
• 19:40: “The story is the key!”—call to entrepreneurs
• 22:38: Message to his kids about prioritizing family

Final Takeaways

• For Entrepreneurs: Value the story in every experience, win or lose—even setbacks can become your most potent tools for connection and sales.
• On Authenticity: Bootstrapping is tough and unfairly stacked against titans with deep funding, but that’s a badge of honor—own your journey.
• Personal Touch: Never lose sight of what matters most to you, whether that’s family, customers, or your mission. The significance isn’t in the trophy, but in the story you live and tell.

Action Item from Russell:
“Take a screenshot of this podcast, share it on social, and tag me and #marketingsecrets—let’s get more people inspired by these stories!” ([24:00])

For more episodes and behind-the-scenes content, check out: FunnelHacker TV