Russell Brunson

And I remember the very first time I got this, I was in an event.

It was a Dan Kennedy event.

And I remember there was a guy named Porter Stansbury on stage.

And Porter, at the time, he ran a company called Stansbury Research.

It was part of the Agora division, which Agora, they're the biggest company in our space.

They do about $1.5 billion a year selling financial newsletters.

And Porter Stansbury ran the biggest division of the company.

And he's on stage and he was showing us their funnels.

He's like, here's our funnels and here's what it looks like.

And I'm like a 22-year-old kid at the time, like taking notes.

I'm like, this is amazing.

And then he said something really fascinating.

He said a lot of people see how much money we're making at Agora and they come in and they try to compete with us.

He's like, so they'll come in and they'll try to like undercut us on pricing and they try to write ads but they can't be profitable.

So then they'll come back and they'll try, you know, we're doing this, they'll try to do a webinar even though we're doing this and it doesn't work.

And they try four or five things and they go bankrupt.

He's like, you have to understand, you know, at Agora we have 100 full-time copywriters, we got 100 people doing split tests every single day.

He's like, there's no way you can outthink us.

He's like, the only way to try to beat us is to copy us.

And I was like, oh, and it was like that light bulb moment for me.