“People don’t buy products. They buy identity.” —Russell Brunson

Russell didn’t just sell ClickFunnels as a software product. He created a persona—the “Funnel Hacker.”

That identity came with:​

“When someone puts on a Funnel Hacker shirt, it’s like they’re putting on a superhero cape.” —Russell Brunson

The product is just the vessel. The identity is what creates community—and converts customers.​

One of the most practical takeaways from Propaganda is the power of reframing.

Bernays saw that when the term “propaganda” became too negative, he rebranded it entirely—into public relations. The strategy stayed the same. Only the name changed.

Russell applies this constantly in marketing:​

Even something unappealing (like an ugly air filter) can be sold as a benefit—if you reframe it correctly.

In Propaganda, Bernays writes:

“We are governed. Our minds are molded, our tastes formed, our ideas suggested—largely by men we have never heard of.”

Russell reminds us that whether you realize it or not, you’re being influenced daily. From political campaigns to social movements to product launches—someone is applying these principles to steer perception.​

Russell’s take: influence is powerful—and power needs boundaries.

“You can use these principles to help or to harm. It depends on your intent—and your humility.”

He’s seen what happens when marketers start believing their own hype. His own early success nearly collapsed when ego replaced empathy. Now, he teaches these strategies with a warning:

Use persuasion to serve—not to manipulate.​

Whether you’re a coach, content creator, or business owner—your ability to move people depends on understanding how belief is shaped.

Want to grow your business?

Want your message to land?

Want people to take action?

Learn how to lead minds—not just pitch offers.​