The Russell Brunson Show - The Hipster, The Hacker, And The Hustler

Episode Date: September 14, 2018

The three essential personality types to launch any new startup. On this episode Russell talks about the three personality types you have to have for a startup company, and who each of them were with Clickfunnels. Here's some fun stuff from today's episode: What it means to have a hipster, a hacker, and a hustler in a company and what jobs they do. Why not having each of those things will result in it being harder to start your business. And find out why the founders in a startup are usually their own target audience. So listen here to find out if you're a hipster, hacker, or hustler, and which piece you're missing while trying to get your business off the ground. Transcript - https://marketingsecrets.com/blog/the-hipster-the-hacker-and-the-hustler Learn more about your ad choices. Visit megaphone.fm/adchoices

With TD Direct Investing, new and existing clients could get 1% cash back. Great! That's 1% closer to being part of the 1%. Maybe, but definitely 100% closer to getting 1% cash back with TD Direct Investing. Conditions apply. Offer ends January 31, 2025. Visit td.com slash dioffer to learn more. Hey, what's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I'm still laying in bed, but I got one more thought for you that I just got to share. So the big question is this.

How are entrepreneurs like us, who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, so I just finished the last episode, and I was about to go to bed, and then Todd and I were talking about this concept, and then I started Googling it, and I found an image and a diagram, and it's just, ah, it's so exciting, I've got to share it with you. Okay, so what we're talking about is back in the early days of click funnels right like

when the whole thing started and we didn't have any money to afford the you know 40 developers were in the office today and the 200 support people who are home working for you and all their you know the entire team that is that is amazing that is here to support click funnels and which we're talking about like just the good old days and what happened and how we would like police hackathons and like it was funny because we decided to go to bed at 11.30 tonight. It was funny because we're like, remember back before when we were broke and poor and hustling? We were pulling all-nighters five, six, seven, eight nights in a row just to get ClickFunnels live. Some of you guys probably, if you've been binge listening to this podcast, then you you've heard those episodes i'm driving home at four in the morning like i'm doing this

episode so i won't fall asleep and i won't die like they happen more than once right and if you haven't listened to this go to marketingsecrets.com slash binge and download the binge guide to go binge listen to all the episodes because i've been going on this journey with you guys um anyway so we're just reminiscing about that and how right we've got more money now but money now, but we should, you know, so we should just go to bed. But we're like, oh, but we miss the good old days. And like how fun it would be if we just like went on a vacation, lock ourselves in a closet and just build a team again. And anyway, when we're talking about that, Todd said that he read an article or saw a post or something about how there's like three core personalities that you have to have in a startup. And it was fascinating because if you look at the original founders of ClickFunnels, there were three of us shortly thereafter, we brought in partner, a few partners and then the team members, and then it grew from there. But

initially there were, and it's funny as he said this, I was like, oh my gosh, that was true with us. Right. So if you look at the three co-founders of ClickFunnels originally, number one, well, I'll give Todd number one. Todd, number one, right? And if you look at the archetype of his role, I'll pull this image. He is the hacker or the engineer, right? So he's a hacker. Number two then was our second co-founder. He's no longer a part of the company, but he was one of the original co-founders.

His name was Dylan. And Dylan is the hipster or the designer. And number three is you have to have a hustler who's like the entrepreneur who's out there drumming up business and selling stuff, right? So the three architects, the three types you need

is a hacker, a hipster, and a hustler. So the hacker, the hip the hipster the hustler and we're dying laughing so like oh my gosh that is true like todd was the hacker and hacked together software and like we didn't have a big development team so todd had to do everything from database administration to coding to front end to back end to like all that stuff right so it was it was just him and then designer like dylan was doing the ui design and the graphic design and the logo design and the sales letter design and all this stuff. And the hustler, I was writing copy. I was doing webinars.

I was making phone calls. I was doing JVs. And initially it's just – that's what it is, the hipster, the hacker, and the hustler. So I thought that was awesome um and then the other thing as i was googling this time looking at it there was um one kind of caveat center here said that this phase of the business the startup phase where there's a hipster the hacker the hacker the hustler says that the founder is or was the target user of what they were creating i was like oh my gosh that's so so true like when you start a new startup what is it you're creating right when you

create a new info product or a new software company or a new supplement company whatever like you the founder you are the target market or you're the target user that's why you don't have to get focus groups and have people go out there and like researching and talking to customers all that stuff because you are the customer right like that's why click funnels works so well because i i am you right i am an aunt i'm the i am our dream customer in fact as i was working with the dev team today and we were talking it was like it was kind of funny because i was like i am the biggest hyper user of click funnels like i feel the pains as much if not more than every other member on our platform like

anything you guys are frustrated by i promise you i'm 100 times more frustrated by which is why we you know we care about what you guys are doing because we care about ourselves. Like we are the target user. And so in the startup phase, the founder is or was the target user, right? So for you, you're the target user for your product. That should be your focus groups. And then the second piece is like looking at your team and like who are the pieces you need? And I love this definition of the hipster who's the designer, the hacker who's the engineer, the hustler who's the sales and marketing dude who's out there selling like crazy.

So anyway, I thought that would be fun to share with you guys this year. A lot of you guys are in startup mode and you're thinking through things or maybe you're trying to grow and you're stuck and you're like, ah, maybe it's like, oh, well, we're missing – that's it. We're missing the hipster. We're missing the hacker. We're missing the hustler, we're missing the hacker, we're missing the hustler. Like, finding those people. It's interesting because I see people in the startup phase, one of the biggest mistakes people make is that they're not going into it with all of the different essential personality types you need to run a business. I did an episode a while ago about just the disc test alone.

Like, look at disc test. And it's like, if you don't have someone on your team that's a high D that's driving this thing, it's going to be really hard to get off the ground. And if you're starting, you're a founder and you take the disc test and you don't have a high D and no one does, it's like, my guess is that you guys have been procrastinating for a long time. You're six months a year, two years, three years into this. You're not successful yet. It's like because you don't have a driver, you need that personality archetype to be able to push this thing and get it off the ground, right? And so this is just another one of those lenses of just like, okay.

It's funny. It makes me laugh because it's like exactly who we had initially when we were doing this, the hipster, the hacker, and the hustler. So, again, look at that as you're building at your team as you're looking at like why are we struggling at it's like which one of those pieces may you uh potentially be missing and then from there it grows out right and it's interesting like we're talking about this as well it's like if you look at that um you know from his side from the the hacker right from the hacker now he was the one personally

doing all those things initially right and then it's like i just start hiring a team it's like okay and then we need someone who just specializes in this one piece and specializes in this piece and this piece and this piece and it's like it takes you know a dozen people or a couple you know to be able to do all the individual pieces um that's how you get to the next phase of growth right think about with me initially i was literally writing copy designing the funnels or to be able to do all the individual pieces. That's how you get to the next phase of growth, right? Think about with me initially, I was literally writing copy, designing the funnels, designing the graphics, doing the emails. I was doing all the different pieces.

And I was doing them good, but then it's like now we find people who are great, but they specialize in each one, right? So we've got one person who's better at copy than me, one person who's better at graphics than me, one person who's better at funnels than me, one person that's better at copy than me, one person who's better at graphics than me, one person who's better at funnels than me, one person who's better at, you know, that's kind of the second phase of it, I believe. So anyway, I thought it was kind of cool and exciting as I was thinking through it. So there you go, guys. If you're wondering, it's the hipster, the hacker, and the hustler.

Hope you enjoy that. I'm going to get to bed for real this time. Appreciate you all, and I'll talk to you guys soon. Bye. Want more marketing secrets? If so, then go get your copies of my two bestselling books. Book number one is called expert secrets and you can get a free copy at expert secrets.com. And book number two is called.com secrets and you can get your free copy at.com secrets.com.

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