Building CULT-ure

Get your community engaged in the process and create an identity your customer can become.

Every good company should have a culture. It should be an environment, a feeling, and a set of core values that your customers can consume, live, and emulate. Think about companies like:

apple vs. microsoft

coke vs. Pepsi

disney vs. universal

All the companies on the left have a stronger identity than the companies on the right. Apple people are CRAZY. Coke people are CRAZY. Disney people are CRAZY. They identify with the brand they love, and therefore those companies have a leg up on their competitors.

I remember when we decided to officially change the name of our Facebook group to Funnel Hackers instead of ClickFunnels. We wanted to create an identity that everyone could take ownership of. People don’t like really bonding with a company—it’s kind of bland—so we switched it to a movement.

You can help create CULT-ure with swag too. We’ve designed water bottles, backpacks, sweatshirts, t-shirts, and laptop stickers. Here’s the amazing part. We give most of it away for free! In fact, I think the free t- shirt that people get when they sign up for ClickFunnels is costing us like $100,000 a month.

Some might think this doesn’t make financial sense, but we’ve had people write in and say they refuse to give up their ClickFunnels account because they love the t-shirt. Your best customers will become raving evangelists when you give them an identity they can wear.

Culture requires a set of agreements. As I mentioned in Secret #11 The Manifesto, writing out a set of agreements for you and your tribe will make all your marketing messages stronger.

Mike Morris/Russell Brunson

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