Podcast Summary: The Russell Brunson Show
Episode: What Are The Rules You Filter Your Opportunities Through?
Air Date: August 28, 2017
Host: Russell Brunson (with guest Garrett Pearson)

Episode Overview

In this episode of The Russell Brunson Show, Russell dives into a critical topic for entrepreneurs and business owners: how to set up personal “rules” or filters for evaluating opportunities. Drawing from a recent mastermind session with software entrepreneur Garrett Pearson, Russell shares actionable strategies for determining which projects to pursue and which to decline, aiming to help listeners avoid overwhelm and ensure long-term success.

Key Discussion Points and Insights

1. The Need for Opportunity Filters

• Russell’s Struggle with Overcommitment (00:00 – 02:20)
  • Russell opens up about the continual influx of new business ideas and the challenge of wanting to say "yes" to everything.
  • He stresses the importance of setting up a system or “filter” for evaluating projects to maintain focus and avoid burnout.
  • Quote:

    "So many cool opportunities come by and I’m just like, yes, yes, yes. I gotta say yes. And it’s like, no. You have to create a filter, otherwise it'll consume your whole business and your whole life."
    — Russell Brunson (01:59)

2. Garrett Pearson’s Software Opportunity Filter

• Introduction to Garrett’s Rules (02:23 – 05:57)

  • Garrett Pearson shares the set of criteria his company uses before launching any software project.
  • The rules help keep the business focused and prevent “shiny object syndrome.”

• Garrett's Opportunity Filter Criteria

  • Is it sexy?
    • The product must fill a clear need or want in a way that’s attractive and desirable.
  • Is it sticky?
    • Recurring software revenue depends on products that are difficult for users to quit.
    • Example: ClickFunnels—people don’t leave even if they’re unhappy because they’ve built multiple funnels.
    • Memorable Moment:

      "If you’ve got ten funnels, you’re not going to leave, right?"
      — Garrett Pearson (03:29) "Even if you hate me?"
      — Russell Brunson (03:37) "Even if. Exactly, you’re not going to leave, right?"
      — Garrett Pearson (03:38)

  • Can you charge recurring billing?
    • Only take on products where monthly or yearly recurring payments are possible.
    • Insight: “Recurring billing is where software...why it's the ninth wonder of the world.” (04:38)
  • Can you sell it via a call center?
    • Their model emphasizes high enough pricing to support telephone sales and make it worthwhile for the sales team.
    • If a product can’t support this, they tend to skip it.
  • Can you promote it to your existing customer base or target market?
    • They focus on complementing their current offerings.
    • Occasionally make exceptions, but as a rule, want overlap with existing markets.
  • Is the programming excessive?
    • Projects taking more than 6–8 months with one or two programmers are avoided.
    • They keep dev cycles lean and manageable.
  • Is it customer service friendly?
    • Products must be easy to support to prevent operational headaches.

3. Customizing Your Own Rules

• Russell Reflects on Personal Filters (05:57 – 07:31)

  • He reinforces that while Garrett’s rules work for his business, every entrepreneur should define their own depending on their goals and model.
  • For example, some might prioritize products that can't be sold via call center, or other unique qualifiers.

• Personal Experiences and External Warnings

  • Russell recounts receiving the same advice—“slow down, be in this for the long haul”—from two respected mentors within weeks. He sees this as a sign to put stricter filters in place for his own wellbeing and long-term performance.
  • Notable Quote:

    "You gotta slow down. You need to be in this for the long haul... I got to create my filters. I got to create these rules for myself because... we’re doing a lot of stuff... if I’m not careful, I’m going to burn out."
    — Russell Brunson (06:30)

Memorable Quotes & Moments

• On Saying No:

  "If you’re not careful, you [get] committed to too much stuff. If you suffer from overcommitment, that’s the problem. And I’d definitely say I fall in this trap."
  — Russell Brunson (05:57)

• On Hiring Filters from Mentors:

  "Thank God is telling me something consistently and I’m hearing it loud and clear. And now I’m trying to figure out for myself, like, okay, I got to create my filters."
  — Russell Brunson (06:20)

Key Timestamps

• 00:00 – 02:20
  Russell’s introduction & importance of filtering opportunities
• 02:23 – 05:57
  Garrett Pearson shares his company’s specific rules for pursuing software opportunities
• 05:57 – 07:31
  Russell reflects on customizing filters and shares lessons from mentors

Takeaways for Listeners

• Stay focused: Too many opportunities can dilute your energy and effectiveness.
• Build your own filter: Define clear, personalized criteria for saying “yes” or “no” to new projects.
• Learn from others, but adapt: Use frameworks like Garrett’s for inspiration but tailor them to your unique business context.
• Long-term vision: Pace yourself to avoid burnout and build something sustainable.

Action Steps

1. List your own opportunity rules—what must be true before you say “yes” to a project?
2. Assess current commitments through your filter—Are you overextended?
3. Set reminders to revisit and update your filters as your business or priorities evolve.

This episode provides a practical and inspiring framework for entrepreneurs at any stage to make smarter, more intentional decisions—and ultimately, to preserve sanity and ensure lasting impact.