Podcast Summary: The Russell Brunson Show
Episode: How To Grow From 10 To 100 Employees
Date: August 10, 2017
Host: Russell Brunson
Guest: Brent Peters
Location: Kauai, Hawaii
Episode Overview
In this episode, Russell Brunson sits down with Brent Peters, the long-time operations leader at ClickFunnels. The pair share candid, behind-the-scenes stories of scaling ClickFunnels from a handful of employees to over 130, discussing the challenges and lessons learned on that wild journey—without the backing of venture capital. The episode explores the struggle of maintaining company culture, building a support infrastructure, and the rewards of building a team rooted in mission, loyalty, and passion.
Key Discussion Points and Insights
1. The Backstory: How Brent Joined ClickFunnels
- [01:48-04:44]
- Brent met Russell at church, initially unsure how Russell made his money online.
- Brent was astounded by Russell’s success, especially as it far exceeded his own parents’ combined income while Russell was still at university.
- A Sunday dinner and open conversation cemented their friendship—and Brent’s curiosity about the online business world.
- Memorable Quote:
“I don't know what this Russell Brunson guy's doing, but it is freaking crazy.”
—Brent Peters [02:15]
2. Weathering the Storm: Surviving the Company Collapse
- [05:09-08:16]
- Brent stayed through major ups and downs, including a period when employee numbers swung from five to 100 and back.
- Russell reflects on the difficulty of downsizing, especially letting go of friends and family.
- Both discuss the importance of preserving friendship through tough business times.
- Memorable Quotes:
“There came a point where he was trying to help too many people... one hiccup, you could have lost everything.”
—Brent Peters [05:34] "We shrunk from like 20,000 square feet to 2,000... It was rocky and scary, but it gave us the ability to refocus."
—Russell Brunson [07:37]
3. Scaling Operations: From 10 to 135+ Employees
- [08:51-10:25]
- The team had to figure out business infrastructure on the fly—Russell admits nobody really “knew what they were doing” at first.
- Brent transitioned from affiliate management to running company operations, simplifying internal chaos and drastically reducing Russell’s stress.
- Company has grown to around 135 employees and contractors.
4. Building and Organizing the Support Team
- [10:25-14:53]
- Brent prioritized hiring people who understood and were passionate about ClickFunnels.
- Support team scaled quickly to handle 8,000-9,000 conversations per week, with a 24-hour global team structure.
- Moved support to Intercom for improved asynchronous client communications.
- Created a tiered team structure with team leads to manage smaller groups, improving communication and training.
- Memorable Quote:
“The coolest compliment that we can get is when we've got people who want to raise their hand—they want to work with us because they love ClickFunnels.”
—Brent Peters [11:01]
5. Training and Promoting from Within
- [15:19-18:04]
- Most support hires come from existing ClickFunnels users—believers in the mission and power-users of the product.
- Implemented a dedicated training team led by Andrew Newman, so new hires do not slow down others.
- Emphasized the importance of matching skillsets with roles and promoting internal talent.
- Lessons learned from previous large-scale call center operations were applied.
6. Company Culture, Leadership, and Empowerment
- [19:00-21:20]
- Russell credits success to building a leadership team he trusts with equity and profit-sharing, not just salaries.
- Giving up control allowed for significant growth, freeing Russell to focus on marketing and vision.
- Everyone is incentivized:
“Bring on really smart people and give them a stake in the game.”
—Russell Brunson [20:08] - Memorable Quote:
“He makes a thousand decisions a day that I never even question because I trust him.”
—Russell Brunson, on Brent [20:46]
7. Maximizing Opportunity and Financial Success for the Team
- [21:20-22:16]
- Russell’s mission: Don’t just maximize his own success—lift up partners and team members financially.
- Celebrates several key team members now “maxing out their tax brackets.”
8. Maintaining Company Culture for Remote and In-Office Teams
- [22:23-23:31]
- Brent highlights company culture and the effort to make remote staff feel appreciated (sending swag, surprise gifts, maintaining connection).
- Open invitation for passionate people to apply for roles at ClickFunnels (info at site footer/careers, or email Brent directly).
Notable Quotes & Timestamps
- Brent Peters:
“I don't know what this Russell Brunson guy's doing, but it is freaking crazy.” [02:15]
“There came a point where he was trying to help too many people... one hiccup, you could have lost everything.” [05:34]
“The coolest compliment that we can get is when we've got people who want to raise their hand—they want to work with us because they love ClickFunnels.” [11:01] - Russell Brunson:
"We shrunk from like 20,000 square feet to 2,000... It was rocky and scary, but it gave us the ability to refocus." [07:37]
“He makes a thousand decisions a day that I never even question because I trust him.” [20:46]
“Bring on really smart people and give them a stake in the game.” [20:08]
Timestamps for Key Segments
- Backstory & Origin: [01:48-04:44]
- Surviving the Company Collapse: [05:09-08:16]
- From 10 to 135 Employees: [08:51-10:25]
- Support Team Structure and Scalability: [10:25-14:53]
- Training and Promoting Internally: [15:19-18:04]
- Leadership Lessons & Culture: [19:00-21:20]
- Financial Success for Employees: [21:20-22:16]
- Company Culture (Remote & In-Office): [22:23-23:31]
Takeaways for Listeners
- Growth is Messy: Scaling from a tiny team to a large operation involves constant trial and error; be willing to shake up team structures and learn on the go.
- Passion Wins: Hiring from within your user base leads to loyal, effective employees.
- Leadership Matters: Empowering trusted leaders with real ownership unleashes exponential growth and reduces founder overwhelm.
- Culture Counts: Company culture and employee appreciation are essential, especially for remote teams.
- Think Beyond Yourself: Success is measured not just in personal achievement, but in lifting your entire team.
For Aspiring Team Members
Interested in joining ClickFunnels?
- Check out the ClickFunnels website, bottom footer ("Careers"), or email Brent directly:
brent@clickfunnels.com [23:10]
This episode is a must-listen for any entrepreneur or leader looking to scale a bootstrapped business without losing its heart—or their own sanity.