The Russell Brunson Show

Episode: How To Find Your "BIG IDEA"
Host: Russell Brunson
Date: January 16, 2018
Podcast: YAP Media

Episode Overview

In this late-night episode, Russell Brunson dives deep into the elusive art of discovering and defining a “Big Idea” or “Hook” for your business, product, or marketing campaign. Drawing from personal experience, industry examples, and insights from marketing leader Todd Brown, Russell unpacks why the “Big Idea” is so critical—and why it’s often the hardest piece to nail. He challenges listeners to push beyond standard marketing patterns and invest serious time and thought into the standout concepts that drive growth and success.

Key Discussion Points & Insights

Setting the Scene: Why the “Big Idea” Matters

• Russell explains he’s speaking late at night while helping his kids with homework, taking a moment to reflect on recent work at his office and his excitement about new developments at ClickFunnels.
• He positions himself as an expert explainer video scriptwriter, highlighting his track record with successful videos for companies like Rippln and Pruvit.
• The primary question: How do you find the “hook” or “Big Idea” that pulls people into your message, campaign, or offer?

Quote:
“I think I'm probably the best explainer video scriptwriter on planet Earth. If not, I'm gonna take that credit for myself...” ([01:11])

The Challenge of Crafting the Hook

• Russell shares a behind-the-scenes look at writing an explainer video for “Actionetics MD”—a new ClickFunnels feature—stressing how vital the “Big Idea” is.
• Despite understanding his product’s features and differentiators, he realizes none of that matters without a compelling, unique hook.
• He emphasizes the difference between following marketing patterns and deliberately breaking them to stand out.

Quote:
“The pattern of the hook is like, it's the opposite of a pattern. It's like, most stuff I teach is like, here's the pattern. Whereas the hook is like, the least patterny thing ever, right?” ([05:14])

Lessons from Todd Brown & Industry Giants

• Russell credits Todd Brown, a prominent marketing expert, for drilling the importance of the hook and big idea—especially from the world of Agora and high-level direct response campaigns.
• He admits to not focusing enough on this topic publicly, even though it’s a linchpin in his own success and a skill he applies across webinars and sales letters.

Quote:
“I'm so grateful for Todd Brown talking about that so much because he's the one that talks about it the most...I wish that we talked about more in the community.” ([07:06])

Real-World Examples: Finding the Big Idea

• ClickFunnels: The webinar funnel worked when the “Big Idea” of “Funnel Hacking” was introduced—it became the central concept that drove curiosity and adoption.
• Agora: Known for “big idea” campaigns like “The End of America,” which generated massive response and engagement in financial publishing.
• Crypto/Webinars: Amidst thousands of similar crypto webinars, the ones that found an original, powerful hook generated drastically higher sales.
• Proven Weight Loss Products: Russell highlights how Pruvit exploded by surfing the rising “keto” trend and how Bulletproof Coffee’s “butter in your coffee” idea turned an established diet into a cultural phenomenon.

Quote:
“He took the Atkins diet...but his big idea was this thing of like, butter in your coffee. Boom. That big idea, putting butter in coffee—Bulletproof was born, right?” ([09:36])

Reverse Engineering & Pattern Interrupt

• Russell urges listeners to study not just funnels, but everything about successful campaigns: scripts, hooks, headlines, angles.
• The real work is identifying the market’s current “pattern” and intentionally breaking it with a new direction or surprising twist.

Actionable Advice:

• Look at how everyone in your market is pitching—then do the opposite.
• Spend real time “blinking cursor” time (hours or even days) brainstorming until the hook emerges.

Quote:
“Look at the pattern. What's everyone doing in your market to explain or to sell your thing? And what's the opposite of that?” ([10:37])

The Value of One Big Idea

• Russell references copywriting legend Gary Halbert to reinforce the payoff:

Quote:
“One idea, when you exploit it properly, is worth a hundred lifetimes of hard work.” ([11:21])

• He urges the Funnel Hacker community to devote more time to seeking and shaping their “Big Idea”—because it’s the multiplier for all other efforts.

Notable Quotes & Memorable Moments

• “The hook is the hardest thing.” ([06:09])
• “Why should someone care about your thing you're selling? What is that? What's the big idea that you have?” ([07:44])
• “When you get it right, man... one idea properly exploited is worth more than a hundred lifetimes of hard work.” ([11:21])
• “If nothing else, it gets you to sit there in front of a blinking cursor like I had to do today and just think: what's my hook? What's my big idea? Why should people care?” ([10:55])
• “Funnel hacking goes deeper… get every webinar, every video sales letter, everything that I look at, transcribed so I can like read it. What was the hook?” ([08:56])

Key Timestamps for Important Segments

| Timestamp | Topic/Quote | |------------------|----------------------------------------------------------------------------------------------------------------------| | 01:11 | Russell claims title as explainer video scriptwriter | | 04:17 – 06:09 | The agony and process of finding the hook; the “blink cursor” struggle | | 07:06–07:44 | Influence of Todd Brown and the under-discussed importance of the Big Idea | | 08:56–09:36 | Funnel hacking beyond the page—studying scripts and hooks; market examples (Weight loss, Bulletproof) | | 10:37–11:21 | The advice: Find and do the opposite; citing Gary Halbert | | 11:21–11:49 | Final reassurance and challenge to listeners: “What's your big idea? Why should people care?” |

Takeaways & Challenge for Listeners

• The “Big Idea” is the linchpin for every successful campaign, product, or movement; it’s almost never obvious and requires real work and creativity.
• Break away from what everyone else in your market is doing—identify the “pattern,” then interrupt it with your hook.
• Commit time and brainpower; the right idea is a true force-multiplier for your efforts.
• Study successful campaigns deeply, not just for structure but for concept and message.
• Let this episode be your prompt to sit with a blank page and ask: What is my big idea?

Host’s Final Word:
“Appreciate you guys, have an amazing day—and we'll talk to you soon.” ([11:46])