Another Lesson from Funnel Hacking Live 2026: Build Beyond Your Brand.

Russell Brunson brought up an interesting approach to marketing: instead of relying only on your own brand to sell, build other platforms that attract people who might eventually buy from you.

Most businesses focus on their own website, personal brand, email list and social media channels. These are important, but they aren't the only ways to reach potential customers.

There's another opportunity: build an audience around the problems your customers are already trying to solve, then connect that audience with your business.

Here's why that matters.

1. Think About How People Actually Buy

If you're about to spend £5k on something, are you just gonna go on the company's website and believe everything they tell you?

Of course not.

You're gonna Google them. Look at reviews. Read some other stuff. See what other people are saying. You want to hear from someone who isn't trying to sell you something to get a better idea of whether it's actually any good.

That's why building other platforms can be so powerful. People can discover you through something useful before they even know your business exists.

2. Look At Agora Publishing

Russell used Agora Publishing as an example.

They've built multiple niche websites and publications around different interests, then use those platforms to direct people towards their own offers.

They're doing hundreds of millions a year, and I can see why the approach works.

It doesn't feel like you're being sold to straight away. You've found something that looks like it's there to help you, and it recommends a product or service when it makes sense.

Instead of relying on one company website to attract everyone, you have multiple platforms reaching people who are already interested in topics connected to what you sell.

You're building an audience around their interests first, rather than asking everyone to pay attention to your brand.

3. How This Could Work For Your Business

Start by looking at the problems your customers are already trying to solve.

What are they searching for? What questions do they keep asking? What information would help them make better decisions?

For example, if you sell fitness products, you could build a platform around fitness advice. If you sell software, you could create a website sharing practical tips to help people solve a problem your software addresses.

The idea is to give people a reason to discover your platform, find useful information and keep coming back.

Over time, you can build an audience around that topic and introduce your own products or services when they're relevant to what people need.

4. AI Makes This Easier To Build

Building multiple niche websites takes time, especially when you're doing everything yourself.

But now, AI can help with research, website building and content creation, so you don't need a big team to get started.

Think about it. You could build another platform that brings potential customers into your business without hiring a whole marketing team to run it.

And that's a much more interesting way to use AI than just asking it to write a few social media posts.

The important bit is knowing what your audience actually cares about and building something they'd want to spend time on.

The Takeaway

Most businesses focus on getting more attention for their own brand.

But what if you built something around the problem your customers are already trying to solve?

Give people useful information. Grow an audience. Then connect that audience with your business when it makes sense.

That's the opportunity Russell's example of Agora Publishing got me thinking about.

Your business doesn't have to be the only place people discover what you sell.

P.S. And if you want more updates on marketing, business growth and AI, follow me on socials. I share new insights every day.

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