The $1,500 Dan Kennedy Course That Quietly Changed My Business - #Success - Ep. 133

**Russell Brunson** (0:00)
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This is The Russell Brunson Show.
Throughout history, like Steve Jobs was the best at doing this, right? If you look at like when he came out with the iPod initially, he wasn't saying, hey, I have a better way. Like right now you can get 50 songs on, you know, typically CD has 10 songs. He wasn't saying there's, you know, now we've created something, you can get 50 songs on a CD. He was like, no, no, no, CDs are dead. Instead, he pulls out his pocket, boom, the iPod, right? A dozen years later, he comes out, not just a better phone or different phone comes out. It's like, like everyone else doing phone calls, we have, boom, an iPhone. It was a new opportunity, right? A new category was created. And by doing that, that opens up the whole world to you, right? When you become a category of one. And so when you create a new opportunity, that's how you grow. A new opportunity will out convert any improvement offer all day long. And so most people struggle because they put themselves in a category with a whole bunch of other people. You see it all day long. Mine's better, mine's faster, as opposed to saying, well, it's a new opportunity I can create that's different. That's the key to being successful. Hey, this is Russell. Welcome back to my vault. Today, we're going deep into an actual vault from my mentor, Dan Kennedy's company. I bought his company a couple of years ago and I had a chance to go through all the 40 or 50 different courses. Of all the courses, this is one that I bought in 2011-ish, and it completely changed, radically changed my business, changed my life. I know it's not an old book like we typically talk about, but it is an old course from the man himself, Mr. Dan Kennedy. This course, Dan sold for a decade or so for $1,500.
As you probably know, I bought Dan Kennedy's company for multiple seven figures. I don't think I'm allowed to say the actual price. I think I was in my NDA, so I don't know exactly. I can't say exactly what we paid for, but I bought his entire company and got this course and other ones. Again, this one was my favorite, and the reason why is there's one core thing that he taught in here that shifted everything for me. And I'm gonna explain how it works. If you look at how people create offers throughout time, there's different levels, right? The very first level is what's called repair. So, right, re-repair.
And so if you think back, like, go back to like the late 1800s, early 1900s, back in the day, like, entrepreneurs, for most people, they didn't have the cash to go and like go and start a car company or selling washing machines, those kind of things, right? So they were the big brands that would create the first version of products, right? And so for entrepreneurs, the way that we built companies back then was all about repair. Like, you had a car that was broken, we're gonna repair it, we're gonna fix it, right? You had a dishwasher that doesn't work, we're gonna repair it. And that was like the first version of entrepreneurs that came out where people were all focused on repair. And so everybody would create offers, the offers are all about repair. That was kind of the first version. Then fast forward over the next, you know, a couple decades, the next phase inside of business after repair was called improvement, okay? And this is, I remember when I was going to high school and learning business in school, this is what they always talked about, right? In fact, you probably have heard people talk about like, if you want to be successful in business, find something to build the mousetrap and you just got to build a better mousetrap, right? That is what an improvement offer is, okay? And so repair means, like, if you want to, let's talk about the analogy of the car, right? So if I'm in the repair business, then someone's got a broken car, I'm gonna repair it. Okay, an improvement is, you have a car, I'm gonna give you a better car or a faster car or whatever. Usually, if there's an ER behind it, like better, faster, stronger, smarter, anytime there's an ER when you explain your offer, then it's called an improvement offer, right? Now, improvement is better than repair, okay? You can make more money selling an improvement offer than you can repair. And again, most people, I'd say 95% of businesses on the internet today are all creating some version of an improvement offer. In fact, I'm curious, I'd love for you in the comments down below to explain what you do and see if you use the words ER. I'm kind of like Uber, only faster. I'm kind of like whoever, Tony Robbins, only I'm for a younger demographic. I wonder if whatever ER is, that just means it's an improvement offer. So again, it's better than repair, but there is something that's better. That's what Dan talks about in Opportunity Concepts, is instead of going repair or improvement, the third version, and by far the best, instead of you getting cut off here, is what's called a new opportunity.