The Russell Brunson Show

Episode: What Is A Unicorn?
Date: January 29, 2020
Host: Russell Brunson

Episode Overview

In this engaging episode, Russell Brunson dives into the concept of the "unicorn" in business—what it really means, how to measure it, and why setting ambitious and quantifiable goals matters for entrepreneurs. He shares his personal journey and stories behind striving for a billion-dollar company, specifically discussing ClickFunnels’ pursuit of a $1 billion valuation without external funding. This episode blends practical business insight, personal storytelling, and Russell’s signature motivational energy.

Key Discussion Points & Insights

1. Defining a "Unicorn" ([03:46]–[07:15])

• Origin of the Term:
  Russell traces the concept to Silicon Valley, explaining that companies valued at over $1B are called “unicorns” because they're rare and extraordinary.
• Movie Reference:
  The scene from The Social Network where Sean Parker (Justin Timberlake) says:

  “A million dollars isn’t cool. You know what’s cool? A billion dollars.”
  — [04:10]

• Russell’s Early Perspective:
  As someone creating info products, Russell felt that building something as big as ClickBank or Facebook was almost unthinkable.

  “I would die to have a business like this someday. But I didn’t think it was possible. I was just like, oh, I’m a dude who creates info products and sells them. That’s kind of what I do, right?”
  — [05:11]

2. ClickFunnels’ Journey to the Billion-Dollar Threshold ([07:16]–[08:50])

• Partnership with Todd Dickerson:
  Meeting Todd and launching ClickFunnels changed everything. The company reached $70 million/year at one point, sparking dreams of $100M and possibly $1B valuations.
• The Key Metric for Tech Unicorns:
  Russell demystifies how unicorn status is measured in SaaS:

  “In the software business…the metric is ARR—annual recurring revenue. So basically, as soon as you get to $100,000,000 ARR…that means you’re a unicorn.”
  — [07:57]

• ClickFunnels Progress:
  While ClickFunnels made over $100M in sales for two years, not all was ARR. He transparently shares they were about “90% of the way there” to $100M ARR ([08:23]), focusing intensely on increasing those recurring revenues.

3. The Importance of Goals in Sustaining Motivation ([08:51]–[10:38])

• Setting and Scaling Goals:
  Russell outlines how sales milestones have marked his own progress as both an entrepreneur and a motivator for his team:

  “First the goal is just like to feed my family, which is a very noble goal…After my family was fed, then it was like, now what?... Then it was 10 million...and then the hundred million...the next goal is so far away. A billion dollars in revenue.”
  — [09:19]

• The Power of Quantifiable Milestones:
  While impact matters, financial benchmarks provide measurable progress and clarity:

  “We talk a lot about, like, the money doesn’t matter, and it doesn’t. But it is how we keep score.”
  — [10:10]

• Team Spirit and Renewed Purpose:
  The pursuit of unicorn status has revived excitement and drive:

  “It’s given me and the team…new motivation, new excitement, new, like, passion to run towards that goal, that vision, that thing.”
  — [10:29]

4. Teasing the Next Chapter: "Bootstrapped" ([10:39]–[11:10])

• Upcoming Book:
  Russell shares he’s planning a future book, “Bootstrapped”, to document the ClickFunnels journey to unicorn status—done without any venture capital:

  “So the next book I’m gonna write is…the story of ClickFunnels. How we went from zero to becoming a unicorn without taking on any money.”
  — [10:48]

• Writing as a New Challenge:
  He emphasizes the difference between how-to books and narrative storytelling, expressing excitement about this creative evolution.

Notable Quotes & Memorable Moments

• On Vision and Big Goals:

  “All I knew is like, I want to create something big. Like, it’d be so cool to build like a Facebook or something like that.”
  [04:41] — Russell Brunson

• Reflection on Motivation:

  "Each of those tiers—first was a million dollars and boom, got to the million dollars and then it was 10 million. And it took me, man, decade and half to $10 million a year in sales."
  [09:40] — Russell Brunson

• On the Journey, Not Just the Destination:

  “Half the fun is creating the story so you can then write it later, right?”
  [11:09] — Russell Brunson

Timestamps for Major Segments

• [00:37]–[06:00]: Russell’s backstory: bankruptcy, inspiration from The Social Network, and aspirations for building something extraordinary
• [06:01]–[08:50]: Definition of a unicorn, ARR targets, ClickFunnels’ journey and internal benchmarks
• [08:51]–[10:38]: On the role of specific goals in business and life, and quantifying impact through revenue
• [10:39]–[11:10]: Preview of Russell’s next book, “Bootstrapped”, and commentary on the storytelling process

Tone & Language

Russell’s tone is energetic, candid, and motivational. He shares honest struggles, lofty aspirations, and practical business mechanics in approachable language—inviting listeners to set their own ambitious goals and enjoy the process.

This episode is inspiring and particularly valuable for entrepreneurs aiming high, especially those bootstrapping their ventures and seeking clarity around financial benchmarks for success.