Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels

by Russell Brunson

When I was trying to figure out what I wanted Entrepreneur on Fire to be, I was overwhelmed because it was hard for me to find the path that I wanted to take my listeners on. When I really sat down and said, okay, my listener (or my avatar) is Jimmy. He’s 37 years old, and he has a wife and two kids, ages three to five. He drives by himself to work every single day. It’s a 25-minute commute to work. He gets to a cubicle at a job he hates for nine hours. He gets done with his job, drives home, and it’s a 35-minute commute home. He gets stuck in a little bit of traffic. He gets home and hangs out with his kids, has dinner with his family, puts his kids to bed, hangs out with his wife, and then he has a little Jimmy pity party at the end of every single night because he’s sitting on the couch asking himself, Why do I spend 90 percent of my waking hours doing things that I don’t enjoy doing? Commuting to a job I don’t like, being at a job I don’t like, commuting home, and only 10 percent of my waking hours doing things that I love, like spending time with my kids and my family.