The Russell Brunson Show: "How To Make It Rain" (July 19, 2017)

Main Theme & Purpose

In this late-night, on-the-road episode, Russell Brunson dives into the real difference between technicians (those focused on their craft) and "rainmakers" (those who drive income and growth)—delivering a message intended for a friend but broadly invaluable to entrepreneurs, would-be entrepreneurs, and anyone seeking to break limits on earnings in their careers. Through candid stories and practical advice, Russell presents a clear blueprint for shifting from commodity work to building wealth by learning "how to make it rain."

Key Discussion Points & Insights

1. Personal Context and the Entrepreneur’s Dilemma

• Russell records late at night while driving his baby daughter, Nora, to sleep, reflecting on the challenges of balancing entrepreneurship and family—especially during vacation downtime.
• He highlights the common emotional struggle for entrepreneurs: vacations remove momentum and leave them restless.
  • Quote: "As much fun as vacation is, it's also hard for me because I'm psych [psyched], stuff to do, people to see, places to go." (06:59)

2. The Problem: Focusing on the Wrong Things

• Russell tells the story of a childhood friend struggling financially despite working hard at his craft (film/video) and networking, but failing to bring in income.
• Most people, he argues, mistakenly focus on perfecting their craft and networking instead of learning how to generate revenue.
• Quote: "You're completely focusing on the wrong two things... you have to shift your focus to making money." (23:01)

3. Understanding the Hierarchy of Business Roles

Russell offers a simple, clear framework for where wealth is created in business:

a. The Entrepreneur

• At the top: creates, innovates, and is obsessed not with the product, but with getting it out to people.
• True entrepreneurs are passionate about spreading, not just perfecting, their craft.
  • Quote: "Entrepreneur's job is to be passionate about getting the cake out to as many people as possible. That's where the money's at." (31:36)

b. The Technician

• The doers—bakers, doctors, videographers—skilled workers who are otherwise vital but always earn within a predetermined bracket set by others.
• Technicians are crucial but inherently capped in earning and, more importantly, are commodities.
• Notable story: Russell’s sister, a piano teacher, fears raising prices because her work is seen as interchangeable.
• Quote: "The goal of a business is not to make the technicians rich ... it's to make the owner's money. Like, everyone's gotta understand that." (38:00)

c. The Rainmaker

• The critical, often overlooked group: those who bring in leads and convert them to revenue (marketing and sales).

• Rainmakers aren't capped; their value is tied directly to the cash and customers they create.

• Seen as less prestigious by many "technicians," but in fact the most valuable players besides the entrepreneur.

  • Quote: "Rainmakers, they don't have a ceiling in most businesses ... they bring leads and money into the business. They're the rainmakers." (46:14)
  • Quote: "Guess who they don't fire in a company? The person that makes it rain." (1:17:25)
  • Quote: "When you are a video person, you're a commodity. ... The rainmakers are not commodities." (56:41)

4. Making Yourself Indispensable: Becoming a Rainmaker

• The key to financial freedom and no income limits: learning how to bring in business and/or money—whatever your role.
• Mastering your craft is not enough. You must learn to make it rain:
  • For technicians: shift from just doing (video, design, etc.) to using those skills to create new business.
• Real-world examples:
  • Russell himself charges $100,000-$250,000 for consulting days because he delivers measurable revenue, not just advice.
  • The Harmon Brothers command $500,000 plus ad spend for videos because they know how to "make it rain" for clients.

5. The Path: Education Through Immersion (Not School)

• School is necessary for technicians, but not for aspiring rainmakers.
• You cannot learn to be a rainmaker in traditional school; immersion in marketing, sales, and money making is pivotal.
  • Quote: "If you're in school trying to become a rainmaker, you should drop out today." (01:00:26)
• Blueprint for Transformation:
  1. Immerse yourself in marketing and sales—listen to podcasts (Russell’s, or others like Grant Cardone/Gary Vee).
  2. Study foundational books—Russell’s Expert Secrets (the "art") and Dotcom Secrets (the "science") of making it rain.
  3. Analyze your skillset: Find how your unique abilities plug into revenue creation.
  4. Team up like 'Voltron': Build or join a team where collectively you fill every rainmaking function.

6. Negotiating Your Value and Opportunity

• Don't negotiate a flat salary for commodity work; instead, propose to work for a portion of the new business you help generate—a "rainmaker’s deal."
• Example: Jay Abraham’s method of working for free in exchange for 20% of increased revenue.

Notable Quotes & Memorable Moments

On the essential difference for entrepreneurs:

• "The entrepreneur’s job is to be passionate about getting the cake out to as many people as possible. That’s where the money’s at." (31:36)

On the failure of most businesses:

• "Most businesses fail because it's not an actual entrepreneur running it. It's someone who had an entrepreneurial seizure and is a technician who's trying to do that thing." (33:56)

On choosing your income path:

• "If you're a technician, looking at this, you're capped, your salary is capped. ... The goal of a business is not to make the technicians rich." (38:00)

On rainmakers:

• "Rainmakers, they don't have a ceiling in most businesses nowadays, especially if you become good at it." (46:14)
• "If you can make it rain in a business... you are infinitely valuable. As a technician, you're only valuable as that task is to the company." (54:11)
• "The rainmakers are unique because they understand something that they can't just learn in school, they know how to get [customers]." (59:40)

On the limits of formal education:

• "If you're in school trying to become a rainmaker, you should drop out today." (1:00:26)

On building your own value proposition:

• "You gotta become obsessed with what you do... then become obsessed with that connection piece [between your skill and revenue]." (1:10:45)

On never getting fired:

• "Guess who they don’t fire in a company? The person that makes it rain. ... You write your own paycheck from that point forward." (1:17:25)

Important Segment Timestamps

• 00:00–07:00 — Russell shares the late-night setting and family context, struggles of entrepreneurial downtime on vacation.
• 08:00–22:00 — Background of his friend's struggles and the realization that "helping" people must be based on their readiness.
• 23:00–31:00 — The critical error: Most focus on their craft/networking, not money-making; intro to the business role hierarchy.
• 31:00–39:00 — Explanation of entrepreneurs vs. technicians; the "E-Myth" and the technician’s trap.
• 39:00–46:00 — Technician roles, salary caps, and commodity danger using doctor, video, and piano teacher stories.
• 46:00–59:00 — Deep dive on rainmakers, their status in business, misconceptions, and the infinite value they command.
• 01:00:00–01:13:00 — The blueprint for becoming a rainmaker: immersion (podcasts, books), team building, real-world stories (Harmon Brothers, Jay Abraham, Henry Kaminsky, Voltron).
• 01:13:00–End — Final advice: obsession + immersion + blueprint = unlimited value; encouragement to find your skill’s rainmaking niche.

Actionable Takeaways

• Obsession is key: Master your craft AND how it ties to marketing/sales.
• Immerse in sales/marketing: Podcasts, books, and real-life application over academic study.
• Build your own path: Identify your unique value and negotiate compensation based on the difference you make (not hours worked).
• Collaborate and surround yourself: The best rainmakers leverage teams ("Voltron concept") for maximum effect.
• Continuous learning: The market (and income) rewards those committed to evolution and providing what businesses value above all: growth.

Russell’s Closing Challenge

"If you want financial freedom and wealth and no limits and no ceilings, you want to be able to grow. It comes down to studying money and understanding how it works, understanding the marketing and sales, getting people in the door and getting their money from them is the most valuable part of any business." (1:27:28)

Resources Mentioned

• Podcast: Marketing Secrets – start at episode #1 and binge for immersion.
• Books:
  • Expert Secrets (“The Art”)
  • Dotcom Secrets (“The Science”)

This episode is both a rallying cry and a roadmap for those looking to escape the "technician’s trap" and step into limitless opportunity by becoming a rainmaker in any field.