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

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

From The Russell Brunson Show by Russell Brunson | YAP Media

June 22, 2026 · 12 min

About this episode

Russell Brunson discusses how a course by Dan Kennedy transformed his business approach by focusing on new opportunities rather than improvements.

When Steve Jobs introduced the iPod, he didn’t say “now you can fit fifty songs on a CD instead of ten.” He said CDs are dead — and pulled a thousand songs out of his pocket. That’s not a better product. That’s a new category. And it’s the single idea that changed my business more than almost anything else I’ve ever learned. Welcome back to the vault. Today I’m opening up an actual course from my mentor Dan Kennedy — the one course, out of the forty or fifty I got when I bought his company, that radically changed my life. It’s called Opportunity Concepts, and it taught me the difference between three kinds of offers… and why the one almost nobody leads with is the one that out-converts everything else. I’ll show you exactly how I used it to launch ClickFunnels, and how to weave it into your own value ladder. Key Highlights: ◼️The three offer types — “Repair, Improvement, and New Opportunity” — and why 95% of businesses stay stuck competing on the weakest two ◼️The “-er” test — if you can only describe your offer with a word ending in -er (“faster,” “better,” “cheaper”), you’re selling an improvement… and improvements always lose to new opportunities ◼️How I positioned…

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