---
title: "Diehard, Satisfied, Frustrated"
description: "Steve J Larsen's three groups in any red ocean, and which one to fish for."
canonical: https://tomsharman.com/bookshelf/expert-secrets/diehard-satisfied-frustrated/
updated: 2026-11-03
---

# Diehard, Satisfied, Frustrated

> Steve J Larsen's three groups in any red ocean, and which one to fish for.

Russell Brunson's framework, from Expert Secrets, pp. 24 to 179.

Framework 7 of 28 from [Expert Secrets](https://tomsharman.com/bookshelf/expert-secrets/index.md) by Russell Brunson. Category: Offers and pricing.

## The steps

1. **The Diehard.** Loves the current product and will argue features, so do not sell to them.
2. **The Satisfied.** Will switch only for a clear price or value gain, so they shop on price.
3. **The Frustrated.** Hates their current product and is looking for a better one, so target them.

## Where it comes from

From chapter: SECTION ONE: Creating Your Movement, pp. 24–179

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/diehard-satisfied-frustrated.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/diehard-satisfied-frustrated-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/diehard-satisfied-frustrated.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/diehard-satisfied-frustrated-dark.png