The interesting truth behind what happens when you shift from being a generalist to a specialist. On this episode Russell talks about how he struggled to grow his business until he was able to specialize on a particular piece of it. He also gives examples of other people he knows who have been able to do the same thing. Here are some of the other awesome things to look forward to in this episode: Find out why being a “jack of all trades” isn’t good for growing your business. Why being the funnel guy has helped Russell become even more successful. Find out how you can become a specialist in a tiny piece of your market and why that will 10x your business. So listen here to see why it’s good to be a specialist. ---Transcript--- Hey what’s up everybody? This is Russell Brunson, welcome to the Marketing Secrets podcast. So excited to have you guys here tonight, I’ve got something really fun I want to share with you. Alright so, I’m not sure the best way to kind of pre-set this up. But I want to share this with you because I think this is why a lot of people struggle. In fact, looking backwards now, it’s always easier to look hindsight. But looking backwards, I think this is one of the reasons why I struggled for so long, for probably almost a decade. The reason why is because I was trying to do the right things. I was trying to figure out how to provide value for my customers. So I was learning all sorts of things. So as I was learning everything, I was trying to teach these things, trying to share things, which is good. I think a lot of times people like us, who are creators and who like to give and serve, it’s just kind of our nature to do that. So I don’t think it was bad, necessarily, but what happened, I started becoming a jack of all trades and a master of none. I remember that when I first started getting into the internet marketing business and teaching stuff, I looked around at the marketplace at the time, and there were people that were specifically good at one thing. Jeff Walker was good at product launches, Frank Kern was good as mass control, they had all these different people, I can’t remember all the names right now. Perry Marshall was PPC, Brad Fallon was SEO and everyone is good at their one thing. Then for me, I started learning all these things. John Carlton was copywriting, and I looked at all these people and they had one thing, but for me I was like, I was good at all those things. I knew how to do SEO and I knew how to do pay per click, I knew how to do the copywriting, I knew how to do product launches and I knew how to do all these different things. So I would try to sell myself, I would teach, I could do everything for you guys. And I would try to show them how to do everything. And what’s interesting, as I tried to show people how to do everything, it was hard to really grow and scale my empire, or whatever you want to call it. And it was always weird to me because it was like, oh you can go there and get that one thing from that person, but you can get everything from me, come to me. And I think just because I loved it all, and I geeked out and I wanted share it all. But because no one could ever look at Russell and be like, “Russell’s the guy who does this.” They were like, “Russell is this guy that’s teaching all sorts of stuff.” Because I didn’t specialize, no one ever wanted to come to me. It was really interesting, and it was always frustrating to me because I was just like, I felt like I was as good if not better than most of these people, but because I didn’t specialize it was harder to get people in. So that was me for a decade. I struggled because I knew I was good at all these different things, so because of that I wanted to do them all. Now fast forward to four or five years ago, whenever we started making this transition and as we launched Clickfunnels, I kind of became the funnel person. And it was strategic, because I was Clickfunnels it was like, “oh he’s the guy who does funnels.” And