Ever witness someone succeed big time at something and then they can't repeat that success? Why is that? Russell examines the ingredients of success and why some people have staying power and others fizzle out. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- What's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I just dropped off my kids and it's snowing outside. How great is that? All right. I'm driving home in the snow and I wanted... Something in my head that I don't know exactly the answer to, but I wanted to bring it up because in any career, anything you're doing, there's always... I don't know. There's people that last a long time and there's people who have success and then they don't last a long time. And specifically I was this morning reading, for those of you guys who are UFC fans, this last weekend was a crazy PPV card. I was never into UFC until COVID hit and then I started watching it and now I'm obsessed. And I can't miss a fight, which is kind of funny. Because I don't watch sports. I don't watch football. I don't watch basketball. I don't even watch wrestling, wrestling on a TV though. Actually, if it was, I would watch it. So I'm not going to lie. But UFC, I got into it and I love it. And last weekend, Amanda Nunes, who's literally supposed to be undefeatable, got defeated, which was crazy and bunch of other things. But one fight specifically was this guy named Cody... I don't know how to pronounce his last name. Garbrandt or something like that. Anyway, doesn't matter. So Cody basically in 2007 became UFC champ. Just an amazing, beat the champ, dethroned him and it was this huge deal. And then he's lost the last seven fights in a row. I think he won one, but lost basically seven fights in a row. And ever since he was the champ, hasn't been able to get it back again, which is interesting. And you see other people like that in the UFC where they go and they win a championship and then they never win again. One week you're the best in the world and then you never win another fight again. Or you win very few. And they got other people, someone like Usman who wins it and then wins another one, another one and he's won 10 matches, 10 title offenses in a row. And for those who don't follow UFC, this doesn't make any sense to you, but just conceptually, what makes it so that one person can become a champion, the best in the world and then never win again? Versus someone else who becomes a champion, the best in the world and then defends their title 10 times or 20 times, whatever it ends up being. I try thinking about that in business because it's kind of similar. I've been doing this now, I think I'm in my 20th year, which is crazy. So I've been playing this game for a while. And last night I was hiring a copywriter for a really cool project I'm working on. So I was going back in time trying to find offers in the path that had been successful. So, Russell, the core funnel hacker in my head, I've got like, okay, I remember 12 years ago, 18 years ago, three years ago all the people similar offers in the past. And so I go and I find them and I have to go to a site called the Wayback Machine because most of these offers are dead now. But I go to the Wayback Machine, type in the old URL and boom, it pulls up the old offer, which is really cool. So I was looking, I was trying to remember all the old offers that were similar to this new one that we're creating that's going to launch probably in January or February. And I was going in there finding them all and I found this one that I remember when it launched. It was like the offer and I remember the person who launched, I'm not going to say their name because this person pulled a Cody Garbrandt. I'm saying his name wrong. Anyway, a Cody where they had the offer. They created this offer. They were out of the gate. The