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The Marketing Secrets Show

The Marketing Secrets Show

Author: Russell Brunson

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Welcome to the Marketing Secrets podcast!

This show is for entrepreneurs and business owners who want to learn how to market in a way that lets us get our message, our products, and our services, out to the world… and yet still remain profitable.  

Learn from Russell Brunson, the world-famous internet marketer and a co-founder of the largest funnel creation software ClickFunnels. 

Inside each episode, Russell shares his biggest “a-ha moments” and marketing secrets with complete transparency. From tough lessons learned, to mindset, to pure marketing strategy, Russell pulls you into his world and shares his personal journey and secrets to growing a business from $0 to $100,000,000 in just 3 years, with NO outside capital!
432 Episodes
The strategic thinking between the $2 million earner and the $40 million earner. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, what's up everybody? This is Russell Brunson. Welcome to Marketing Secrets Podcast. It's a Saturday. I just got done working out. While I was working out, I was thinking about something that's crazy. I have two friends that have a very similar product. One of them is very proud because I think they made $2 million from this product, which is amazing. Two Comma Club winner, yes, let's do it. The other friend did $40 million this year, and right now we are trying to acquire his company. And what is the difference? That's what I want to talk about here on today's episode. All right, so I set this up in the intro, but it's crazy. Two people have the exact same product. One, $2 million in sales, which is very amazing. One did $40 million in sales. So what is the difference? Both the products are the same. I'm not going to give you guys too much detail because, come on, you're my funnel hackers. You could go and try to find him and search him out. Look at the funnel, look at all the things. So I don't want to give you the answer, but I do want to give you the question that's hopefully going to get the wheels in your head spinning. What's the difference sometimes between a product that is $2 million and a product that's $4 million? Both are good, but if you're going to be doing the work anyway, you might as well have the one that does $40 million. Did I say four? I meant 40, $40 million. And so it's interesting because if you saw both the pages, both the funnels, both things, you'd be like, "Oh yeah, it's the same product. They're probably doing similar things." In fact, my friend, whose product did $2 million, has been doing this game longer than I have. He understands the business and he understands everything. It's not like he's a rookie mistake. It was just a little different strategy. That's it. The strategy he executed the product on was different. And what's crazy is that the $2 million friend does not know that my $40 million friend is thinking $40 million for the same product. They probably think that they're on par, they're doing similar. But it's crazy, and all it was, was a different strategy. And so that's why, if you think about it, I spend so much time trying to get you guys thinking differently. Not so much, here's the answer, because then it's like, here's the tactic. Go copy it. And I could do that. I could show you guys the funnel that did $40 million. And it's cool and you'd say, "Here's the tactics." Then you'd be like, "Oh, I don't know how to make that work for myself." I remember at one time, this is pre-ClickFunnels, I had a chance to interview my first mentor. His name is Mark Joyner. And in the interview, I was asking some questions and I asked him, I was like, "What advice would you give someone like me?" And this is, again, before ClickFunnels. He said, "The biggest thing is right now, you are very good at the tactics. You're very good at, here's the thing, I'm going to do the thing, and you kind of do it." He said, "What you're not as good at yet is you're not as good at understanding the overarching strategy." And he's like, "The difference between where you are now and where you want to be is you have to become more strategic of a thinker," however he said that. I think he used a big word that I can't remember, but conceptually I understand it. And at first, for a long time, I didn't understand. What does he mean by that? I don't get it. I'm confused. But if I look at these two businesses I'm talking about right now, one of them is very tactical. Boom, did the thing, great video, great sales copy, upsell, downsell, the whole flow is in place. The other person, same things, but his strategy was a little bit different. The way he sold this product was different. And it wasn't a big shift. It wasn't a big change. It was just thinking strategically differently. And so that's what I want to help you guys with today. I talk obviously inside of our community about funnel hacking and looking at things and modeling. But sometimes it's more than that. Sometimes it's more than just looking at someone who's doing it and modeling the process. It's looking at what a lot of people are doing, a lot of people in different industries. One of the mentors I learned from initially a lot is a guy named Jay Abraham. Some of you have heard of Jay. And what he was really, really good at was he was really good at not just looking at his industry and saying, "I'm selling insurance. How are other people selling insurance doing it?" He'd say, "I'm selling insurance. How are people who are building houses doing this? How are people who are dentists doing this?" And he would look at different industries. I remember when I was first learning from him about the same time that Mark Joyner asked me my tactic versus strategy question. I was listening to a lot of Jay Abraham's stuff at the time and I noticed that he'd be like, "Hey, I had a client that was in this industry over here and I didn't know how to help him, but I saw a guy in this other industry doing this, and so I brought that over and modeled it and boom, we blew up the company." And I think, for me, a lot of that started happening. In fact, it's one of the reasons why I feel like I'm a good coach nowadays, because so many people in my market in how to start an online business market, they're really good at starting businesses in the how to make money on the internet market, so that's what they teach. Whereas my passion and my focus for the last decade has been, how do all businesses use this stuff? I respect every business is different. There's tweaks and there's changes, but I look at so many of them. Because of that, because I have a chance to look at businesses all over the place, a lot of times they're applying planning strategies and I'm just like, "Here's what everyone's doing. Here's what's working." It's like, okay, nobody's seeing this, but in this market over here, somebody is doing that thing. Here's the tweak, here's the change, here's the idea. So my friend who has the $40 million business versus my friend with the $2 million business, it was just a strategy change. It was just my friend doing $2 million was doing what everybody else was doing and my friend doing 40 million just saw a different way. He's like, "Hey, everyone else is pricing this way. Everyone else is structuring their funnel this way. What if I made this little tiny tweak? What if I made this little shift?" And it's just a positioning shift. Literally, it's just shifting the positioning in the pricing strategy just a little bit. And from the same amount of effort now, one of them, $2 million, one of them, $40 million. And so I want you to thinking about that, looking, keeping your eyes open. This is the time to start developing your thinking muscles as you're looking at other people are doing. How are people selling things online? How are they selling them offline? What TV ads? What are you seeing when you're listening to Spotify? What do the ads say? What do the landing pages look like? Just keeping your eyes open for a bunch of stuff, even if it's not something that's in your market, because that's what a lot of times these big strategic ahas are going to come from. My friend doing 40 million didn't get that from the market he's selling his product in, because nobody's doing it. I don't know exactly where he got it from or if it just came up off the top of his head, if he saw somebody else doing it, but it was just a tiny, little strategic decision that now you look at 12 months of effort, both of them buying Facebook ads, both from driving traffic, both moving JVs, both moving all this stuff. One equals two, one equals 40. So anyway, again, my goal with this is not to give you the answer and give you the tactic, but to open your mind up to more strategic thinking, looking different, looking bigger, looking at other places, looking around, looking at what other people are doing, not just in the industry. Inside of that is where you start finding some of the big ahas, the big change makers, the big things that shift these things from $2 million to 40 million. So it's pretty cool. Anyway, if and when we purchase this company, I'm sure at that point would share with you guys some of the stuff on how it works and stuff like that. I'm just not at liberty, obviously, to share that because I'm under NDAs and everything. But it's just fascinating. It's really, really cool how a little shift like that can change things. So with that said, my job and my goal right now is thinking the same thing. With ClickFunnels, we're at this big transition point. Something crazy is happening with Funnel Hacking Live. I can't tell you about yet. I was going to say, you guys are going to die when you see it. And so, because of that, I have this window to make some strategic changes and differentiate in pricing and a whole bunch of things like that. So right now I'm spending a lot of time thinking about that, because I could just shift into doing what we're doing, which has worked and it's worked at a high level. But, is there something different? Is there something better? What are other people doing? We literally went and had everybody we could find search for different SaaS platforms and companies in every industry you can dream up. We end up with a Trello board with, I don't know, 200 or 300 different SaaS products. SaaS stands for software as a service, which is what ClickFunnels is. And so we've gone through and seen all those, and now we're signing up. We're looking at the prices, looking at thousands and thousands and thousands of these things. I had a chance to go see Tony Robbins about a month ago, and I was asking him, "Hey, if you were me and you're at this level and at this level, what would you do?" And he said, "Two things." He's like, "Proximity is power. Get around people who have already done what you're trying to do." And that was the first thing. And then number two was modeling. So I've modeled people that have done what I've done, but who are the people that are bigger? So, for me, I'm looking at Salesforce, I'm looking at Shopify. I'm looking at, who are these companies that are worth billions of dollars, tens of billions of dollars, hundreds of billions of dollars, in some cases? With Shopify now, it's crazy. What are they doing differently? What am I missing? What are the pieces that I didn't understand that they understand? I think about Shopify, their shopping cart platforms, they're great. I love them. But they're not worth, in my mind, 144 times or whatever worth more than we are. But they are right. And why? Because strategically, these are the things I'm wondering. How do I get proximity to him and people who've worked with him or people that understand? If I want to get that level, I've got to think like the people at that level. And so, how do I expand my thought process? How do I get myself thinking differently? And it's getting around people who think that way. I think a lot of you guys, and this is true for me as well, when I got in this business, I thought differently, and I started getting around these people who had these big visions, I was like, "Oh my gosh." And by being around them, having proximity around them, my vision started getting bigger. I started thinking bigger. I think some of you guys hopefully have felt that when he came into my world and maybe you were just trying to make a quick extra buck on the internet, and all of a sudden you get in this thing and all of a sudden you're like, "Oh my gosh, I could win Two Comma Club. I could change the world. I could start a movement. I can help people." And hopefully I've expanded your vision and proximities around that. That's why you guys need to be at Funnel Hacking Live. That's why you've got to plug in things we're doing. Because I feel like a lot of people in our community, I’m a few steps ahead, because I've been doing this for two decades now. And so my job is to keep pressing forward. I was talking yesterday to our Two Comma Club X students and I was talking about how I'm planning on reopening my inner circle but I'm also starting a new Mastermind group called Category Kings, which is for people who are between 10 and 100 million. And I said, as soon as I get to a billion dollars, I'm going to be opening another one that's helping people who are at the $100 million level get to the billion, but I'm not there yet. I haven't made $1 billion yet. I'm more than halfway there. So I'm working hard. But as soon as I get that, as soon as I cross the $1 billion mark, then I can have something where I'm going to be like, "Hey, for those of you guys who are at $100 million, let me show you the next tier. Let me show you what we did to get to the $1 billion." And so I'm trying to stay a couple of steps ahead and then taking people and pulling them up to the next level. And so, for me, I'm looking ahead like, who's already got to $1 billion? What did they do differently? What are the changes? What are the tweaks? What is the mindset? How do I strategically think differently? Because, for them, it's easy. Right now it's funny, because for some of you guys, the thought of winning Two Comma Club awards is this huge thing. Whereas right now, any idea that I had, if I was to execute on it, if it hit Two Comma Club within the first 30 days, I would think I failed. But it's just because I know the process, I know the path. It's not confusing or hard or difficult. It's like, "Oh, here's what you do. Boom, boom, boom, a million bucks." And so it's really a simple process at this point. And that's my job, is to try to, first off, inspire you guys, help you understand that, teach you, train you, give you tools and things. But it took me two decades to master all the principles so I can do that really easily. But now it's easy. So everyone wants to get to Two Comma Club in their business. I can help you because I've gone that path. And so, for me, I want to get around the thinkers who have hit $1 billion. That's simple. I was talking to someone who's friends with this dude who has sold seven or eight companies for $1 billion so far. Seven or eight times, this dude, it's like winning Two Comma Club awards as they go. Another Three Comma Club, another Three Comma Club. That dude thinks differently than me. I don't know what he's thinking about, but I want to figure that out. I've got to get around him. I've got to think differently. I've got to be strategic. And so, anyway, these are some of the things I'm working on and hopefully it helps you as well. So find the people that are the tier above you, where you want to go. Get around them. Surround yourself with them. Learn to think like them. I think a lot of times we all have this problem where we think our job is to try to get the people around us to think like us. It's like, no, no, no, no, no, my friends. That is not the goal. My job is not to get the people around me to think like me. My role is to find people I aspire to be like and to learn how to think like them. That's the difference. It's similar, this is not to get religious, but I think it's funny, for me, my beliefs are there's an all-knowing God. So there's a God. He's all-knowing, all-powerful, and what people try to do is they try to bend the will of God. Well, God should believe this, and we should believe this, and tries to shift our thinking. They want God's thinking to match what we believe, it's like, no, no, no, no, no. That's not how it works, you guys. The goal is not to try to shift God's thinking to match ours. The goal is to figure out what does God think and then we think like him. And I think that sometimes our ego or pride or whatever tries to shift to the other way around. And so it's true in that sense, but it's so true also in this business sense where it's like, find the people who are already what you want to do, you aspire to be like, and find out what they think and think like them. Don't try to bend their will to yours. Because if you go to me and you're broke and you're like, "I'm going to teach Russell how to get Two Comma Club. This is the way it should be." I'm like, "No, you're dumb." You can get smart. That's the cool thing about it. You can learn these things, but you're wrong right now. Because I've done this a million times and it's not that hard. Let me just show you how to it is." And so I think it's humbling ourselves. It's getting ego out of the way. Finding people a level up above us. Strategically syncing with them and then learning like they learn, believe what they believe. Think what they think. And that's the goal. So anyway, there you go. I hope that helps you guys. I love this game. I love this business. It's so much fun. So much development, so much growth, so much learning, but only if you're willing to change. So be open to it. It's worth it. As smart as you are and I am and we all are, there's always somebody who knows more than us and it's cool and exciting to be open to that and to go search for it and learn from them and try to get to the next level. So with that said, have an amazing weekend, you guys. Wherever you are in the world, I appreciate you. I see you. I know you're working hard. You're trying to create your dreams. You're trying to create your dream lifestyle. You're trying to help other people. I see you. I respect you. Grateful for you guys doing that. And if you don’t have your tickets yet for Funnel Hacking Live, what are you waiting for? The party is starting. I think we're at $2 million, $3 million. I don't know. It's an expensive event to put on. So I'm putting out on huge party for you guys. I'm spending millions of dollars to entertain and educate you. You should just be there. Don't miss it. Go to and get your tickets now. With that said, I appreciate you all and I'll talk to you all again soon. Bye, everybody.
A late night conversation with my dad about how entrepreneurs can protect their personal assets. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at Also, don’t forget to check out ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. This is actually a really cool late night edition. I'm at my house right now. It is getting close to midnight. I'm hanging out with my dad, who's in town and we're talking about business and some stuff and folks who know my dad, he does a lot of business structuring and accounting and stuff for a lot of the funnel hackers. In fact, almost everybody who joins the Tacoma Callbacks Program eventually ends up getting my dad to set up their books and their company and everything. So he's a lot of experience with a lot of our entrepreneurs, and we're talking about protection and how to protect yourself from creditors and predators. And not only from a business standpoint, but from personal standpoint. And so we thought, hey, while we're sitting here talking about this, we might as well record a podcast. Now, I don't do a lot of podcasts that are interviews, which is kind of fun having my dad here. And I'll also state that I'm not a lawyer or I'm not giving you legal advice, something you should definitely look into yourself. If you do want help structuring these kinds of things that we're talking about. My dad and his company is available to help that. And we'll talk about that kind of at the end of this podcast. So with that said, we're going to cue the theme song, when we come back, I'll have the chance to introduce you to my dad. All right everybody welcome back. Like I said, we're excited to hear tonight, at the kitchen table, all of the kids are finally in bed. And my dad and I are talking about business and excited to have him here and kind of share some really cool things with you guys. Things that a lot of times, as entrepreneurs don't think about, we think about creating things and selling things. And a lot of times we don't think about protecting ourselves. And so that's what people like my dad do is help us with those kinds of things. So, we can keep selling stuff, keep creating stuff, not ended up losing a lot of the things that we've earned. Anything from houses to your money, to all sorts of stuff. And so that's what we're talking about tonight. So, dad, how are you feeling tonight? Ross Brunson: I'm feeling really good, Russell. I appreciate you giving me the opportunity to chat with you and with your audience tonight. I think it should be fun. Russell: Yeah. So, what we're going to start with is I know in the past we've talked about protecting your business, and how you structure entities. I know you do that for a ton of people in the ClickFunnels community, a lot of funnel hackers and things like that. I don't even know how many of our people we sent your way. I know that there's been a lot, but I'm curious, like just with all the people that you're working with, you're setting a business, people thinking past just their business structure and think about the personal stuff or just kind of the business stuff typically right now? Ross: Well, most people, when they contact me, they're interested in protecting their business and that's understandable because they're just going into business and there's a lot of roadblocks out there, a lot of pitfalls that they can step into. And so they come to me and they talk to me about what type of business should I have? Should it be a corporation? Should it be an LLC? Should it be some other type of entity? And we go through and we discuss that. And we like to discuss things with our clients, we point out three major points that we like to address as we are talking to them about their businesses. One, we like to make sure that the business that we helped them, set up around there, the structure we set up around their business. We want to make sure that it gives the best liability protection to the individual. The second thing is we want to make sure that it's easy to operate in. You don't spend all your time working on the business and not have any time to sell your products to people or develop customers and things. And the third thing we like to look at is to see if there is some sort of inherent tax savings ability within the entity that you might be able to take advantage of if you find that you are starting to make a lot of money in your business, and you're spending a lot of money in the taxes. So those are the things we've kind of discussed over time with a lot of your clients. And it's been very well-received, and we've helped hundreds of your internet marketing... Russell: Entrepreneurs, super nerds, whatever we want to call ourselves. Ross: Whatever you want to call yourselves… Russell: Funnelhackers! Ross: set up their businesses. Russell: What's funny is that, and we've told this in other times we've talked publicly, but like when I first started my business, I think I'm like a lot of entrepreneurs where we get excited, we start selling things. And then for me, I'd been selling things for like a year and a half or two years. And we were at a family reunion and I was telling my dad, like "I'm making money, selling things on the internet." And he was like, "So, who's doing your books?" I'm like, "I don't know what you're talking about?" "Who's paying taxes." I'm like, "That's the cool thing on the internet. There's no taxes. You get to keep all the money." And he was like, "But you have to pay taxes, Russell." So, my dad came up and started to help me structure things way back. And it's almost 18 years ago now, which is crazy. But I think a lot of entrepreneurs come into our coaching programs or come to ClickFunnels, and all they're thinking about sending out was, which is how do I sell something? And so it's been nice as so many people who are selling things, you're coming back and like, "Okay, it's restructuring", getting your business in place. They actually having the right kind of business where you're not getting taxed nearly as much. And all those things that typically we don't think about when we're getting started. We're just excited to try to sell stuff. And so let's call that you're doing the business structure. And I think the second side of it, and this is something I didn't realize until my business started growing, right, is just the legal liability, not only to your business, but also to yourself personally I don't think I would ever believe that people sued other people until like my business started growing. And I literally have full-time legal counsel now because people through ClickFunnels, people are suing ClickFunnels clients that comes to me. There's just all sorts of stuff. And so I'm more and more aware of it all the time. And I think that's, what's fascinating we're talking about tonight is I think a lot of people have structured their business to protect themselves. A lot of them haven't thought about it from the personal standpoint yet. Protecting their personal assets as well. And the personal assets can be a lot of things. Do you want to talk about some of the things that those could be, because it could be anything like all sorts of stuff. Ross: Yeah. As you're saying, people spend a lot of time and effort protecting their business assets, but they don't think about their personal assets. When I say personal assets, I mean, things like most people have a savings account. Some people invest in money market accounts or they'll purchase CDs from banks, or maybe they'll set up a brokerage account and purchase stocks and bonds and mutual funds and things, maybe they're into Bitcoin. Russell: Yeah. Bitcoin Ross: Then... Russell: Buying cryptocurrency, we're buying Russell coin and all sorts of stuff. Ross: Right. And so people buy those things and are they also purchase homes and cars and boats. And then they create businesses. And a lot of people like to purchase rental real estate. And they do this and this is great because this is how they grow their family wealth. But the problem is, is that they title everything in their own name when they do this. Personally in their own name. Russell: It's interesting, because I sit at my big point count with all my personal name. And then we recently company ones and it's way harder to get a company one set up, because my guess is most of you guys have your Bitcoin, especially if you're using a Coinbase or Gemini or one of the big crypto things. You're probably, at least if you're like me, you just set up on your personal name, could you even think about it? You're like, oh, this is way easier. Anyway. So yeah. I'm guessing that most of us, including me have done this incorrectly at the get go. Ross: Yeah. Russell: So, the question then I'd add is, okay, so we've talked about a particular business, but like what's... It will say I have this stuff, I have my cryptocurrency, I've got my house, I got my car. I got my things, all my personal name. Why is that a problem? Why should I be concerned about that? Ross: Yeah. That's a very good question. If you think about it, if you have everything titled in your own name, it belongs to you personally and they call those personal assets and unfortunately personal assets can be taken from you. For example, let's just say, one day you're driving down the freeway at freeway speeds. Maybe you're at 65, 70 miles an hour and somebody or something distracts you for a mere second and you look away and you're dealing with this and you look up and you find that all the traffic in front of you is stopped and you don't have enough time to put on your brakes. And bam, you hit into the back end of this car at 65 or 75 miles an hour at that type of an impact, he's going to probably hurt the guy's back, break his back or snap his neck. Russell: 13 car pile-up. Ross: 13 car pile ups, yeah. And so at that point in time, let's say it was a serious accident. Let's say there was a neck broken or a back broken. And the person became paralyzed and could no longer work for the rest of his life. And in that situation, he's going to have a lot of medical bills right up front. And then he's going to have to have round the clock care the rest of his life. And the amount of money you have for your insurance policy on your cars is not going to be enough, no matter how much you have to take care of that. And so if one of those things were to occur, the courts would want to find out if you own any assets that they can take from you and give to this injured party to compensate them for that injury. And so let's say this person's files his lawsuit against you. And it looks like he's going to be able to win. The courts are going to then give you a list and say, we need you to list out all your assets for us. Russell: Give us your Bitcoin now! Ross: Do you have a savings account? Well, yeah, I guess I do. Do you have bank CDs? Yeah, I got some of those. What about money market accounts. Yeah. I got some of those. You have a brokerage account with stocks, bonds mutual funds? Yeah. I got some of that. Bitcoin? Yeah, I got some of that. Russell: Do you have a boat, do you have a car? What do you got? Ross: What do you got? Boats, cars, all these things, and you're telling them and the judge is going good, good, good, good. Russell: Now we know what you got. Ross: Now we know what we've got. And so he says, this guy is going to need round the clock care, the rest of his life, it's going to be extremely expensive and you injured him. It was your fault. So we're going to take all these personal assets that you own that are titled in your name. And we're going to change the title out of your name, into the name of this person that was injured. And so you could lose every single thing you've been building all your life for many years, possibly just because you were distracted for a mere second while traveling down the freeway. Russell: This is the reason why everyone should drive Teslas because Tesla's have auto drive, which would solve that problem. But we're not selling Tesla's tonight, but it's not just that like, it could be all sorts of things, right? It could be a car accident. It could be somebody sues you for a million things. They took one of your supplements that you sell and it got them sick. It could be... I mean, there's a million different things. I mean, the number of lawsuits that happen nowadays is insane. And people try to sue you over everything. So it could be as ridiculous as like, I didn't like your tweet, you posted the other day, as dumb as that is, people can sue you for that stuff. Or they didn't like the way you respond or whatever it is. I'm curious do you know how many lawyers do we have nowadays? How many lawsuits are happening on average? Ross: Yeah, I have some statistics actually… Russell: This makes me want to cry actually. Ross: The US financial education foundation and they have done a study. And they say that it's estimated that there's over 40 million lawsuits filed every year in the United States. And that you asked about the number of lawyers, they say that the average number of lawyers exceeds over 1 million lawyers in our country at this point in time. But if you take that 40 million lawsuits and let's say just divided it by 365 days a year, I mean, that's Saturday, Sundays, holidays. It would still come out to 109,589 lawsuits filed each day in the United States. Russell: Looking at per state, you're looking at that divide by 50. I don't know the math, but that's a lot. Yeah. They're coming after you. So, my question is, and it's fun that very first time my dad taught me this stuff. And the very first event I ever did, what is that, probably 17, 18 years ago, first time I ever did an internet marketing event. My dad came and gave a presentation and he titled his presentation, creditors and predators. And so the question is how do we protect ourselves and our assets from both creditors and predators, people who are coming after us? And I want you to understand too, like, it is insane. The amount of frivolous lawsuits, like the bigger you get, the more you're going to get. I get frivolous lawsuits. They come to us, they're just insane, where you're like just people literally trying to find money. I'll give you a good example of one is somebody signed up for ClickFunnels, And when you sign up, it says, hey, you put in your credit card, and then it says, if my billing doesn't go through, a credit card fails, please text me so that my service doesn't get interrupted, and they type in their phone number. Somebody did that. They signed up for ClickFunnels account, put their credit card in, put in their cell phone number, clicked little check boxes said, "Yes, text me if my credit card fails", it turns out they put in a credit card that was like one of those throwaway ones. And so the first bill went through, but then 30 days later, the bill didn't go through. So our system fired off a text message like that to, they got this text message. And then they filed a TCPA law case against us. And we got sued and it costs me $20,000 to fight this one lawsuit. And we won because the person who checked the box, but cost me 20 grand to fight it. Okay? And that was like one text message was sent and anyway, so it's insane. People can see you for anything, even if it's complete fake. That person that we found, Larry, find the person who did that. And they filed like a thousand TCPA cases a week or something like that. Just because they signed for everything, putting their cell phone number in and they're suing everybody. So like, there's people like that. These are the predators that are out there that are trying to do these things. And it happens to me more often, the bigger we get and it's insane to me, which is why we have legal counsel and we have these things, but I just want to put that out there because most guys you might "Oh, that's never going to happen to me", but as you start growing your business, it's going to happen. And so you got to start thinking about these things now, and protecting yourself now, because the bigger you get, the bigger target you become. Ross: Right. And so we want to be able to protect our assets and you might ask, "Well, okay, how do we do that? I understand protecting my business assets. I can go ahead and set up an LLC or corporation to protect my business assets. But how do I protect my personal assets? What am I going to do? And how is it even possible that I could protect those types of things?" Well, there was a very famous statement by Nelson Rockefeller. I don't know if you know the Rockefeller family, they're the ones that started standard oil, they're some of the major families in the world. Russell: Rockefeller Habits is an amazing book if you guys haven't read it yet. Ross: Yeah, and so they've made lots and lots of money. And of course, as they, just like Russell said, as Russell started making money, people started suing them. Well, same thing happened with the Rockefellers. They started making a lot of money and people wanted it and they started getting sued and they were losing. And they were losing their assets because people were suing them. And so they finally it came, it dawned on them and they made this really interesting statement that I think everybody should know and understand. And they said basically the secret to success is to own nothing but control everything. Russell: I like that. So, that's awesome. The secrets to success is to own everything or to own nothing, but to control everything. So how does somebody like me? How would we do something like that? Ross: Okay, great. Well, we do that by using another type of an entity. We talked about corporations and limited liability companies for your business assets, but there are really nice entity types for your personal assets. And one of them would be called the limited family partnership or limited partnerships. And so they call them nickname, and kind of limited family partnerships because families set these things up all the time they're used in estate work. if you're trying to set up a way to pass on your estate to your children and your grandchildren, the attorneys will use a limited partnership to do that. That's one of the main functions of it, but it can come into play and help us out here when we're trying to protect our personal assets. And so how can it do that? What characteristics does it have that allows it to do that? Well, the first characteristic comes from the way our laws define the term person. Now, Russell, if I was to ask you, "Who's a person? What's a person?" What would you say? Russell: I’d say human being with a brain and a heart. At least a heart. I don't know. Some of them don't have brains. I'm not going to lie, just kidding. Ross: And they’re still currently alive, right? Because if they were dead, they'd be a corpse. So, that would be a person. And yeah, that is actually a good definition of a person. But our laws say, "Well, that's not quite right. In our opinion", they say, "We feel a person as a corporation. We feel a person as a limited liability company. We feel a person has a limited partnership. We feel a person is a trust. And we feel a person as a living, breathing individual, that's alive here on this earth", so they greatly expand the definition of a person. Now, the interesting thing, when they do that, they expand that definition they have a little twist in there that's really beneficial to us. That twist is they say, "Even though you created this person, and even though you control this person a hundred percent, and even if this person owned any assets and those assets generated income, and that income you take and use for yourself, even if all those things are true and happens, that person is not you, it's someone separate and distinct from you." And this person can... Our laws give these artificial people the same rights and privileges that you and I have as individuals. They can have their own name just like we have our own name. They can have their own EIN number, which is similar to our social security number. They can hold title to any type of property that you can think of. They can open up savings accounts, money market accounts, Bitcoin accounts they can do all these things. They can, if someone's bothering them, they can sue that person under their own name. So they can do all these things in their own name. And so because of that fact, we are able to utilize these characteristics of a separate person from us to be able to provide liability protection for our personal assets. Russell: You're saying the characteristics of limit of these people sound like my own kids, except for you said that you can control them, and then they have to listen to you. So it's kind of like a teenager, except for you have no control over your teenagers. They don't listen to you. So, very similar. Ross: Yeah. So how can we use these characteristics to own nothing but control everything? Well, first off, as we mentioned, we'd like to create a limited family partnership that we can control. Remember, we control it, we create it, we control it, we reap the benefits of any income returns, so we do that. And then what we would want to do is transfer the title to your savings account out of your name and into the name of the limited partnership. Remember we said, it can open up its own bank, account savings, account money, market accounts, and things. If you have any money market accounts, you'd want to immediately change the title into the limited partnership, the name of the limited partnership. If you had stocks and bonds and mutual funds and a brokerage account, you'd want to shift those over into the name of the limited partnership. If you have bank or a Bitcoin account, what do you call those, wallets? With the Bitcoins in. You'd want to change the name into the name of the limited partnership and not your personal name. And by doing that, now this person owns those assets and you don't, you no longer own them, but as I mentioned, you control them. And if they make money, the money belongs to you, but that person is not you. So, that fact that that person is not you. How is that going to help you? Well, let's go back to that accident we talked about traveling down the freeway and you're distracted and boom, you hit into this person. And now the courts are asking you to list your assets. And you know that you've wisely beforehand, titled all these assets into the name of your limited partnership. So, now you look at their list that they're wants you to fill out for assets. And they're saying, do you have a savings account? No, I don't. Do you have a brokerage account? No. Any money market accounts? No. Any bank CDs? No. Bitcoin accounts? No. And you're answering truthfully because they're under our laws those assets do not belong to you. They belong to this other person that's not you. Russell: You control that person though. Therefore… you can ride in the boat whenever you want to. Ross: That's right. Exactly. And so the nice thing is, is if you think about it, in that accident we talked about, it was you driving the car that caused that accident to occur. Well, was your limited partnership in the car with you? No. Did the limited partnership distract you in any way while you were driving? No. The limited partnership teach you how to drive a car? No. Did limited partnership manufacture the car? No. That limited partnership didn't do anything to be involved in that accident, to cause that accident to have occurred. It has done nothing to cause that to happen. And because of the fact that that's the case, that person is innocent in the eyes of our laws. And so a court cannot go. through you, the person that caused the accident to this other person, who's not you, and was not involved in the accident and take that person's assets from them. They can't do that. So, all of a sudden, now you have a very safe place to title and hold title to your personal assets that a creditor, or predator can not get to no matter what you do in your personal life, but it's even better than that. It's also protected from anything you do in your business life. Because as an LLC or as a corporation, they had that veil of liability protection that keeps this creditor or predator that's suing your business from going through the business itself to the owners and taking their assets. So it's protected from anything you do in your business life, anything you do in your personal life. And so, as a result, you have a probably only place that you can have to have this type of protection for your personal assets. Russell: So can limited family partnerships be sued? Ross: That's a very good question. Can they be sued? Because if they could be sued all those assets you're titling there could be taken, right? Just like if they're in your name and you injure somebody, they can be taken. So can they be sued? Well, if you think about it, when it comes to a person or a business being sued, there's only about four reasons why a lawsuit can occur. One, if a person creates a product, and sells that product, and the person buys that product and it's injures them, then that person could Sue the business. Or let's say that the business was a service business, it was providing services for people. And they paid for those services, and then down the road felt that they were injured somehow or another, they could Sue the business. Or let's say if the business gave out advice and people took that advice and something happened and they felt they were injured. Well, if they did that, they could sue that person or that business who gave out that advice. And the only other way the business could be sued is if that business or that entity partners up with someone else, either another living, breathing individual, or even another artificial person. And the two partners got mad at each other and wanted to sue each other, then a lawsuit can occur. But the way these limited partnerships that we create are set up, it will never provide a product ever. It will never provide a service to anybody. It never gives out any advice. And the only person it could ever partner up with would be you and no one else, so… Russell: you can’t sue yourself. Ross: You can't sue yourself. Russell: At least you shouldn't. Ross: And so as a result, there's no way it can be sued. It's just a kind of a silent partner that holds title to all your possessions that you can control and reap the benefits from that cannot be sued. And so those assets cannot be taken from you out of that limited partnership. Russell: Okay. So, set up limited family partnership, we put our assets, we put our things into that. Then what's the next step? What do we do with the assets and stuff after they're in there? Ross: Okay. You would do like you would do if you had them titled in your own name, let's say you had a savings account. Well, as your businesses are doing well, you're receiving excess money out of your business over and above your normal monthly expenses. You most likely want to create a savings account. So you'd create a savings account in the name of your limited partnership, and you started funding money into it. Maybe down the road that's growing, you're feeling good about it. And then maybe you'd say, "Well, a money market account may give me a little better interest. So I'm going to open up a money market account as well. So I'm going to start pumping some money there." Then may be one day you're in the bank. And the banks manager says, "Look at these great CD rates we've got. You ought to purchase a CD, a bank CD", and you look at them and you say, "Well, yeah, that's pretty nice, better than I can get some other places. So yeah, I'll invest in some bank CDs." Russell: When you're on Facebook, and you're like, "Everyone's talking about crypto. That's got to be the greatest thing in the world." Ross: Right. So you would set up your crypto account in the name of your limited partnership and you start funding these things, all these things, that you're going to grow your wealth in are all going to be titled in the name of this limited partnership. So, in essence, what happens is that limited partnership becomes your family bank. This is where you hold your wealth. This is where you grow your wealth in your family bank, in this safe environment where people, they can't sue you if you injured them personally, and they can't sue you and take those assets, if you injured them in the course of your business. So that's what we would want to do is start funding these things, creating our own family bank, where we can then grow those funds. Now, as you're growing those funds, there's another benefit to it. Not only do you have a place to store your money and grow it, but most entrepreneurs that I've found they find something that they like and they set up a new business and then down the road, they say, "Well, I see 10 other businesses. I'd like to get involved in." Russell: Shiny object syndrome. Ross: Yeah. I'd like to get into e-commerce or man I'd like to get into rental real estate or man there's all these great things I can invest my money into. And I'd like to do some of that. And so let's say that you want to get into rental real estate. And you start looking at properties, and you then say, "Okay, here's a house I'd like to buy", but then you look at your personal assets. Well, do you have a savings account? No, because it's titled in the name of your limited partnership. Do you have money market accounts, brokerage accounts, anything in your name? Well, no you don't because you don't own those things anymore. So they're all owned and controlled by your limited partnership and it's controlled by you. So you had that money growing in there. And let's say that you're sitting there thinking to yourself, "I have the money to buy this rental real estate, but I would sure like to do it if I had the money." Then you could look to your family bank, which now kind of becomes the investment arm of your business, because it's going to say, "Well, I have the money I've saved all this money. I have the money available to purchase this rental real estate with." And so the limited partnership says, "Let's partner up together and I'll put the money in and you use the money and buy the rental property and we'll share the profits 50/50." And so now you have another stream of income flowing towards your limited partnership besides what you personally contribute to it. And so now you're going to have a chance of growing your wealth at a faster pace than what you would have done normally. So it not only becomes your family bank, but it becomes the investment arm of your overall business structure. Russell: Very cool. And they can use that to invest in all sorts of stuff like you said, from real estate, they can do it in Bitcoin, they could do it in a new business opportunity. They could do it in Funnel Hacking Live. They could do it in some secrets books. They could buy one funnel away challenge. They could buy all my products, my service, I’m sure that’s be the best thing they could invest in. Ross: Well, yeah, you've got a good track record there. Russell: The Inner Circle, if I ever open it up again, Two Comma Club Coaching Program. Anyway, I don't know if that's legal advice or I don't know if that's investment advice, you have to ask your legal authorities, but anyway there's a lot of things, obviously, you can use start investing money in to start growing your wealth portfolio over time. Ross: Right? Your family wealth. So it's a very wonderful entity type that can protect you and give you that confidence in that feeling of safety, knowing that your personal assets are also protected, not just your business assets through your LLC or your S Corp or whatever, not only are those protected, but also your personal assets are protected. And that's a great position to be in. And knowing that even if I slip up, accidentally, people can't get to those assets. So, anyway, it's a great way to take care of your personal assets. Russell: It makes you sleep better at night. I think that's one the biggest things I found over the last five or six years is just the more ways we protect ourselves, the easier it is to sleep at night knowing you can keep moving forward and keep fulfilling your mission and doing what you're called to do. So, all right. So my question for you next, and then we'll kind of wrap after this is for those who are listening to this, that's awesome. I need that. Or maybe they even like step back and they're like, "I don't even have my business structure, yet", so kind of both sides. If you're like, I'm a new entrepreneur, I don't have a business yet. Or if like I got my business stuff structured, I think that's correct, but I’d like someone to look at it, or number three is like, I want to do this piece of it. I need to get my personal assets protected as well, which I think a lot of people haven't done that step yet. Obviously, this podcast isn't about giving legal advice, but I noticed something that you do for a lot of people, a lot of people in our community, if someone wants to have your help getting any of these things kind of set up, what's the best way for them to get a hold of you? Ross: Well, a lot of people will find us by going to our website, which is So, that's B-O-O-K-E-A-S-E And on there, you'll see a picture of me. You can click on that and it'll be able to take you to my calendar. And you could then schedule a time on our calendar for us to speak. Or my email address is very easy. It's just So you can email me and say, "Hey, I'd like to talk with you". I will then send you a link to my calendar and we will then set up a time to talk with each other. So, either my email address, or, the website address. Russell: Again that's And I want to say something, I want to say two things. Number one is I don't get anything for telling you about this other than my dad's awesome. And he's helped so many people in our community, so I don't get paid for this. But number two is my dad always undercharges on everything. I keep trying to get him to triple his prices. So just there's not someone who's going to do a better job with this for you, and honestly, at a cheaper price. So someday I'm going to convince him to charge what he's worth. And then none of you guys were able to afford him, but just kidding. But like, in all honesty, like everyone always inside of the Two Comma Club Coaching Program everyone in module one, they go get their business set up with my dad and they always come back like "He explained all this stuff to me I never understood before. And it was so inexpensive!" So it's like, yeah. So it's amazing what he does. And it'll help you guys get, again, your limited family partnership set up if you're looking for that. Or, again, if you're getting your business just started and you need that stuff set up as well. You also, if they don't have bookkeeping and there's a whole bunch of things, you can help them kind of get set up in their business, which are all good. Ross: Yes. Yep. We'd love to chat with you. And I'm the one you'd be talking to. I like to spend a good hour with each new customer and we talk about the strengths and weaknesses of entity types which one is best for them under their certain circumstances. And so we pretty much tailor make our programs for each individual. Russell: Yeah. So, take advantage of that you guys. It's an amazing service and yeah. Go to and get started. So, dad, that said, thanks for hanging out tonight with me because that was fun, but second of all, thanks for sharing this piece of, I think, as we were talking about before we started recording, there's just so many entrepreneurs who haven't even thought about this, and usually when you think about this is when it's too late. And so it's good to kind of get this in the forefront of people's minds and help them to be aware of it and get it structured and set up, because not that hard to get it structured. And then you have it as protection makes you sleep better at night and someday when you need it, you've got it. Ross: That's right. You want it set up before the lawsuit hits. Russell: If you get in a wreck, don't call my dad up like, "Help, quick." Yeah, now is the time. That's awesome. Thanks dad. Thanks everybody. If you guys got value from this episode, please take a screenshot of it post on Instagram or Facebook or wherever you do your social stuff and tag me in it. And also all your other entrepreneur friends who are just like me and you who are chasing all the shiny objects, building businesses, and even thinking about how to protect ourselves. Let them know about this episode, so they can know about limited family partnerships. They can know about my dad. He can help them out as well and get your stuff set up and protected. And that way you can just worry about really doing what's most important in your business, which is serving your audience. But getting these things set up will make you sleep better at night and help protect you longterm. So, thank you, dad. Thank you everyone for listening and I will see you guys on the next episode of the marketing secrets podcast. Ross: Yes. Thank you. Appreciate the chance to be with you today. Russell: Go to Let's go! See you guys.
Want to be a fly on the wall as I talk to Tony today!? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at And don’t forget to check out ---Transcript--- Russell Brunson: Hey, what's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Podcast. Oh, do I have a treat for you today. This week I had a chance to interview Tony Robbins, because a couple of reasons, number one, we are doing the Own Your Future Challenge that's coming up. Depending when you're listening to this, it's probably happening right now. And you can actually go sign up for that for free at In fact, I would recommend pausing this, go sign up just so you've got it. But, a challenge about how to own your future and how to do a bunch of really cool things. And so, because the challenge is happening, and Tony and Dean are doing this with a whole bunch of other amazing people, I had a really rare opportunity to interview Tony. They said, "Hey, do you want to interview Tony for your podcast and your YouTube channel, all these things?" And of course, my answer was, "Yes." But I told him, I was like, "I don't really want to do an interview like everybody else is doing an interview. I want to do the interview based on things that I'm actually working on right now." So right now, as some of you know, I'm writing a book. My first personal development book ever. That's all I'm telling you. But a lot of what is in there, things I learned from Tony, and just principles and things I've learned from him a decade and a half ago that shifted my future and changed my destiny. And so, I said, "I want to ask you some questions that are a little different than everybody else." And he said, "Sure." I had a chance to ask him a whole bunch of really cool questions. I had a chance to ask him the difference between the science of achievement and the art of fulfillment. How can people go achieve everything, but be miserable? How can people have nothing, but they're happy? How do these things work together? These are ying and the yang, how do they work together? And I was able to ask him directly. So I asked him about the six human needs, which is one of my favorite topics of all time I think and had the biggest impact on me from Tony, and then how he gets from growth to contribution. And, oh... Anyway, it was amazing. It was so much fun. So, you guys are lucky because you're going to have a chance to listen to it right now. So, what I'm going to do is I'm going to give you the link in, go to, go sign up for the free challenge that way you'll have a chance to hear from Dean, from Tony, from me, from Jenna, from Sheldon, from Jamie Kern Lima, from Brendan Bouchard, from a whole bunch of just amazing people. It is a completely free challenge, so go sign up for it at and then come back and listen to my interview with Tony, and hope you enjoy it, it's going to be a lot of fun. And with that said we can cue the theme song. When I come back, you have a chance to hear my interview with Tony Robbins, about all the cool things I wanted to ask him. Oh, how cool is that? All right. We'll see you guys here in a minute. What's up, everybody. This is Russell Brunson. I'm here today with the one and only Tony Robbins. And we're going to be talking about a whole bunch of really cool things right now. There's a challenge coming up right out in the next... actually, it's happening right now as this is being recorded, and a lot of you guys watching, called the Own Your Future Challenge. And we'll talk more about that here in a minute, but before we do, I have this really unique and exciting opportunity to ask Tony a couple of questions. And so, I hope you guys enjoy some of the questions like I'm going to be enjoying this because he's someone I've been studying and learning from now for, man, probably 20-something years, had a chance to know you now for probably 13, 14 years, which is really, really cool. And it's not often I get to ask you questions. So, now I got you for 20 or 30 minutes. I'm excited to do that. So, how are you feeling today, Tony? Tony Robbins: I'm feeling awesome, buddy. Russell: Well, obviously the challenge we're going to be talking about more towards the end is about owning your future. This is this thing that we're trying to go towards. And especially right now, after all of the season we've all been through, where there's so much chaos and change and everything. Now it's like, okay, let's get background and let's look towards the future. But I wanted to kind of start off probably differently than some people have asked you, just because I'm in the middle of working on a book right now. And in the book, I'm trying to figure out this thing that I heard originally from you. You talked about this concept of the science of achievement versus the art of fulfillment. And this is something in my life, especially as I'm trying to own my future, and try to go this direction, I've found multiple times where I've achieved something in my life, and then expecting to be super fulfilled and excited, and having almost the opposite effect happen. I'd love to hear some of your thoughts about just those two, the yin yang between achievement and fulfillment and maybe why they're not exactly the same, and how we can have more success feeling fulfilled when we do have success. Tony: Well, I was trying years ago, I was trying to figure out, how do you really define an extraordinary life? Not just success. Success for most people, I think means getting what they want. I think fulfillment is giving what you're made for. And I think that the challenge for most people is, as we're growing up and we're developing our skill and our ability to start to master our own world, there's at least in Western culture, there's a huge push for us all to be achievers. And most of us have been so rewarded for that. I'm here on your podcast because of it. You're doing podcasts because of it. We both have managed to pull that off. But as you've discovered, as you're now, what, 41 did you say? Russell: Yup, 41. Tony: You're 41 years old. There's a stage of your life where you start to wake up and go, "It's not enough to just be successful. It's not enough to just be financially free." You know, I know that sounds crazy to someone who's not there yet, but you don't have to wait until you're financially free to have a sense of fulfillment. So, what I propose to people is that life requires two master skills. Skill number one is the science of achievement, which means the ability to take whatever you envision and make it real. Turn the invisible into the visible. To me, that's a spiritual process. But how do I go from, I have this idea, to living that idea or delivering that idea to millions of people around the world? To me, that's science. And the reason I say that is science is because it's duplicatable. If I want to make more money, I can go, as I did, interview 100 of the smartest financial people in the world and find out exactly what they did. And they all did different things, but there are certain universal patterns that I did in MONEY Master the Game, and Unshakeable, and so forth. And when you understand them, if you sow the same seeds, you reap the same rewards. So, in the financial world, it's a science. That's achievement. If you're looking at your health, it's a certain amount of science, meaning we're all biochemically unique, right Russell? But everybody has certain fundamentals, and if you violate them, you're going to have dis-ease or low energy. If you align with them, you're going to have an abundance of vitality, energy, and strength. So, that's science. But fulfillment is an art. That's why I said, there's two skills. The science of achievement, which you can duplicate and learn, and I've taught for decades, and you have as well, you did an extraordinary job of it. But then, the art of fulfillment. And the reason I call it the art is because it isn't a science, because it's different for every single person. That's why most people miss out it. First they miss out on it because they're so focused on achievement, and they think that's going to fulfill them. But I ask your audience, even yourself, think of something. You and I have talked about this before. Think of something you've achieved that you worked your tail off to achieve and then you achieved it, and then your brain said, "Is this all there is?" Or worse, how about something you achieve and you really were happy about it, but how long did you stay happy? You made this incredible achievement, took you years to get to. Were you happy for the next five years because of it? Russell: No. Tony: The next year? The next six months? The next three months? The next two weeks? Russell: The next morning you wake up? Tony: Most people are somewhere between three hours and three weeks maximum before they go right back to where they were because the brain adjusts. It adjusts because we're not made to sit around and just be fulfilled. We're made to grow. And so, the great part of achievement is it causes you to strive for growth. The problem is, people just keeping the hamster on the wheel, trying to achieve more, and they aren't making sure along the way they're fulfilled. So, I believe these are both critically important. If you ask me honestly which one's more important, it's fulfillment because success without fulfillment is the ultimate failure. I mean, I interviewed 50 self-made billionaires, the smartest financial investors in the history of the world for MONEY Master the Game. I did it over two and a half years, and about maybe 12, 13 of them are really good friends now. And I can tell you, out of that group of 50, and this is zero judgment, maybe four of them are happy people. Now, you go, "Oh, see? Money makes you unhappy." No, money just magnifies who you are. If you're mean, you have more to be mean with. If you're giving, you have more to give with. It doesn't change anything. But these people, they're not bad people. They're brilliant people, but they're so brilliant in one area and they miss the fulfillment side. To see one of these men arguing with his wife and kid, because they bought some jewelry that I think was around $2,500 and the guy is a multi, multi billionaire. He couldn't spend all his money in all these years, and yet he's got conflict in his own family because of his mindset. There are some people, for example Paul Tudor was with me the other day and he was talking about a neighbor of his, I won't mention a name, but the guy's in a $40 million home, he goes over with his young son, this was a few years ago Paul did this, and the guy has his own grass tennis court. And Paul said, "I've never seen that." Paul's a billionaire, one of the smartest financial people in the world. And bottom line, he goes, "Your son opened one of the can of balls." The son I think was like five or six or seven at the time. And the guy went crazy. "Get all those balls. When you open them up, they lose their pressure. That's $298." And Paul's like, "Bad boy. Okay, I'll give you the $3." So, some people, it doesn't matter how much they achieve. They're not experiencing the fulfillment. And it's more people than you would think. That's just an extreme example to get people's attention. So, my whole thing is, the art of fulfillment is finding what lights you up. And it's different for everybody. Now, if you can find a way to achieve and be fulfilled, that's pretty awesome. But most people get so caught up in achievement, they miss that other side. You think about the guys, the first Apollo astronauts that walked on the moon. I mean, you got to think about these guys. Imagine you're with 100,000 people competing to be an astronaut walking on the moon. And then it's down to 10,000, and then it's 1,000, and then it's 100. And then you're up in the space capsule with this rocket structure in back, and no one knows for sure who's going to make it, and you make it to the moon. You walk on the moon, you come back, you make it safely. There's a ticker-tape parade for you in New York City. You shake the president's hand. Now what do you do for the rest of your life for adventure? Russell: You can't match that. Tony: You're 34 years old or 35, I can't remember what they were, but I think it was 34, 35 years old. I got to interview three of them later on in life. Almost all of them ended up with drug and alcohol problems. And they talked about it quite openly, because they forgot to find adventure in a smile. So, they've got this one big achievement. And how long does that last? It's historic, but the emotion of it is not the same as the years go by because we're made to keep growing. What makes you fulfilled is growth. Do you want to know what makes you happy? It's called progress. Progress equals happiness. If you're making progress, even if you're not there yet, you're going to be lit up. Your weight isn't where you want it to be. But sure enough, you decide to start on a process and you're starting to feel better physically. You lose a few inches and you feel some energy and momentum, you're lit up. You're the ideal weight and you just stay there, no progress, doesn't feel very alive. So, we have to find a way to make progress. And it's different for everybody. Some people find it in music. Some people find it by serving in a non-profit. Some people find it with their kids. But you got to find what lights you up. And again, it's different for everyone. Russell: I'm curious, people who started going through this, the Own the Future Challenge, they're going to be given a very scientific, here's the steps to have success in one area of something. What would be the biggest thing for them, or just one thing they could anchor themselves as they're going through that, to make sure that they're not missing the fulfillment during this journey they're going through? Tony: I think it's helpful to think of this in sequences, because it's hard to be able to write and do everything. You know, if you're doing really great in your business, often you're not taking care of your body. Or if you're doing good in your business and your body, often your relationship doesn't get enough time. Or your relationship's doing great, you don't spend enough time with your kids. If your kids are doing great, often some of your finances aren't straight. So, it's the nature of the human being to focus on what they're good at and miss the others. But you know, I love studying different philosophies. Philosophy, or even religion, if you step out of it, what is religion designed to be? And there are many great religions around the world. I'm personally a Christian. That's what I believe, but I don't tell people what to believe. But whatever you believe, it's designed to guide you to create a greater quality of life. And regardless of what I may subscribe to, I like to learn from every philosophy because we're all human. I go to India usually about twice, well, about once every two years I take a group of people there and we go to a place called Varanasi. It's one of the oldest cities in the world. It's like 3,800 years old. And what's striking about this location is, the people come there because they believe in their religion, in the Hindu religion, if you die in Varanasi, you go to heaven. You don't come back. Their idea of hell is coming back and reliving everything, right? Rebirth. And so, they have this experience, when somebody dies there, they believe that they don't come back and they're so happy to die in Varanasi. They’ll crawl there, people are dying there. I tried to save a lady. I was actually helping a lady who was being helped by the Mother Teresa group, and she was angry because she wanted to die. What do you people do, messing with me? And then they carry the bodies there and they burn the bodies. They've been burning bodies 24 hours a day. There's wood stacked about five story high, and then those ashes of the person are put in the Ganges. And no one cries, because they see the body burning as, the teacher is gone and now the spirit is free. So, I tell you that because you don't have to subscribe to something to say, "Wow, that's fascinating, no pain in death and you have this total trust in the universe or God or whatever term you want to use for it." But they also have what they believe are the four aims of life. And they think about them in a sequence. And I think it's sometimes useful for people. So, if you want to jot them down, the first one in the sequence is called Artha, A-R-T-H-A. It's one of the first aims of life. And what it really is, is security and prosperity. And so, if you don't have security and prosperity, it's really hard to enjoy the central parts of life for any extended way. It's really hard to feel your sense of purpose when you're worried about whether you can feed your family. It's really hard to feel that highest spiritual sense. It doesn't mean you can't. It just means it's harder. And so, the Indian culture understands that. And instead of saying, "This is bad or not spiritual," they say, "Finding your prosperity, your security, finding the way to do useful work that you feel good about, that you know is helpful, but also gets you to an economic place where you're prosperous is one of the first aims of life." And then, when you get that automatically the other dimensions start to open up. Now, you don't have to wait, but it's useful to remember, that is where we start. That's where I started, it's where we all start. How do I make sure my family's taken care of? We didn't have enough money for food when I was a kid. So, this was an obsession for me at an early age. I want to do so well, we don't have to worry about that stuff. But it's not non-spiritual. It's about saying "This is part of life that is anchoring in the science of achievement." Think of it that way, right? But then the next level is called Kama, K-A-M-A. And that's pleasure. And it's like, okay, now that you have security and prosperity as a base, and it's strong, you don't have to wait till then, the next thing you start developing is enjoying more of life. Pleasure is the driving force of life. You've got to find what gives you pleasure. And I don't just mean sensuality. I mean, it can be art, it can be music, it can be serving. It's all the different textures of life, because without pleasure, life's pretty dead. So, instead of going, "Oh my God, what am I going to do?" It's like, "Okay, let me go to this challenge and figure out how to get my security and prosperity down. Let me think of a new vehicle. Let me figure out how to get money chasing me instead of me chasing money." That's really what this challenge starts out with. And then the Kama side is like, "How much can I enjoy along the way while I'm learning? How much can I enjoy learning? Just the experience. How much can I enjoy building this business from the very beginning or taking a business there to the next level?" That's part of what Kama is, is finding the pleasure in the expansion and the appreciation of life. And then, the third level is what you and I have probably most focused on, would be Dharma. Dharma is like, "Okay, I've got so much security and prosperity and I know what gives me pleasure in life. And I've found useful work." It's like, "Okay, what's my higher purpose? What is that deeper purpose for me at this stage in my life?" And a lot of people overvalue this because they've tried to make it something huge. You know, for me, my purpose is... I used to have these long mission statements. "The principle of life is to be the most passionate, playful, outrageous, enjoyable, generous giving example of God's grace, as I serve millions of people over the..." Now it's like, "How can I help?" You know? Because that's really what it is. When I'm serving, I feel alive. So, the number one question I've got is, how can I help? Whenever someone's coming, that's the question. It's a burning question and it's a beautiful question because it brings joy and love to me and to them because most people are happy to have some help from somebody who sincerely cares. And it's not like I have all the answers. It's just, I have a lot of them because I've made it 61 years and I've traveled to 150 countries around the world and dealt with tens of millions of people. So, I'm fortunate because I’m not going to be an idiot, I should have ways to be able to help. So, it's like finding what is it? What is that way of life that is true for you at this stage? You've got enough security and prosperity and of pleasure. What's it all about? And then, ultimately it leads to what they call Moksha. And M-O-K... Moksha. M-O-K-S-H-A, I believe is how they spell it. And that's your unity with God. Now, does that say you're not unified with God at the beginning? Of course not. It's just like, there's a point where that really becomes the priority in somebody's life. And in their view, yes, you work on all four of them, but you are going to in the beginning, put more focus on securing your life and getting so you're not chasing money, money's chasing you and you have freedom for your family, right? You're going to, in the beginning, you'll be more focused on hopefully enjoying the pleasures of learning and growing and expanding and building something so you don't miss out. And then, you certainly want to figure out what your purpose is, but again, most people are trying to make it so big so they'll feel significant, when really it's just what lights you up. And if you do all those things, it leads to a greater connection to the universe, God, whatever you want to call it. So, even though I'm not Indian, and I'm Christian, I still think that general philosophy is a helpful way to look at your life, and also keeps you from beating yourself up. Because a lot of us are pretty hard, including you, Russell, I know you really well, on ourselves. We expect ourselves to do everything perfect, every moment, every time. And life is a journey of growing. I always tell people, "What makes you successful? Good judgment. Making good decisions. What does good judgment come from? Experience. Where does experience come from? Often, bad judgment." That's how you learn, right? Russell: The circle. Tony: What I've tried to do in my life, was take the bad judgments and the good judgments and say, "Let me compress decades into days and share with you so you don't have to learn by trial and error, show you the shortcuts to those things." And that's what I've done with all of my events and books and challenges, and everything else that we do. Russell: Oh, so cool. Okay. The next question I going to ask you about, because the first UPW I came to was in Toronto. I'm really bad at years, but probably 12, 14 years ago, something like that. And at the time, I had had some level of success, but there were a lot of times in my life where I felt like I was doing this personal development, trying to grow and I was trying to contribute. I was going through growth and contribution, but sometimes I felt like I had my foot on the gas at one moment and my foot on the brake at the other time, and I'm spinning around, and I'm just like, "Why am I not moving?" I was so frustrated. And one of the tools that you give at UPW, that was for me, probably the first big aha I got from you, and I've had so many since then, but it was the one that was the paradigm shift where I was like, "Okay, the student's now ready to listen to everything you're saying." And that's when you start talking about the six human needs. And I looked at it because I was looking at growth and contribution, which are the needs of the spirit. And these are the things I was focusing on, like how do I grow myself? How do I contribute? But I kept falling back because of the needs of the body or needs of the personality, those four needs. And because I didn't have those things in order, or were out of whack or they would be for a little while organized and I could go over here, but then something would happen. I'd slip back into them. And those kept me from progressing until I learned how to manage those things and get in a spot where my needs were being met. Then I could go and focus on growth and contribution. And I think in this challenge, people are going to be inspired to start doing growth and contribution, but I don't want them to be like I was, where I had the foot on the gas going forward the foot on the brake. I would love if you could talk to us a little bit about the four needs of the body and how we can take care of those, to make sure that we're able to actually go and focus on growth and contribution. Tony: Well, it kind of ties in a little bit with what I was just sharing, I've just got to get it to another angle, but you're very astute in this area. So, for people that don't know, early in my life, early, I don't know, maybe 10, 15 years into my career, I've been doing it 44 years, I remember I traveled to more than 100 countries and I'd started seeing the same patterns. Obviously, when you go to Asia, there's different values. People value the group more than the individual. Saving face is critical in Asia. It's very different in America, right? So, I noticed those differences, but what I noticed no matter where I went, was you saw the same problems, the same arguments, the same problems in relationships, the same issues with people's bodies, same financial issues. And I began to realize, while we do get conditioned, our goals, our dreams, our desires may come from some of our conditioning and our life experience, but there are certain inherent needs that all human beings have. And I came up with six, not from a book, just from seeing people and then playing with it back and forth until I could see that I could cover everything that human beings really do. And so, the bottom line is, I found that certainty was the basic, fundamental human need of all human beings. The need to be certain you could avoid pain, and that you could have ideally some pleasure or comfort. Think of it as certainty/comfort. We all want that because without certainty and comfort, we have pain, we have continuous pain. You got damage, continuous damage equals bad. So, it's actually survival instinct. The difference though, is I started, as I went through these six needs, I started seeing everybody has them. But as I will describe them to you really fast, there is a difference. And the difference is how you value them. For some people, certainty as the number one thing in life. If you change anything, they get upset. If you move things on their desk, they freak out. You change the time, they freak out. That's an example of certainty. Some people get their certainty by doing the same thing every day. Some people get certainty by trusting God's going to guide them. Some people get certainty because they've screwed up so much in the past and they still came out finding a way, and their brain goes, "I know I'll find a way, but I don't know what it is." Some people get certainty by smoking a cigarette because they're all stressed out and they take a breath, when they breathe in, it makes them comfortable and certain, right? Even though they're killing themselves. Some people get certainty by eating food for comfort. So, everybody has the need. The only two differences in human beings are, what's the order of importance for you that's going to completely change your direction in life? If you're certainty driven, you're going to be moving this direction away from the challenge. If you're uncertainty driven, meaning it's higher value for you, you're going to be going straight at it. And direction determines ultimate destination or destiny. So, once I know your direction, I know where you're going. I know what challenges you're going to face, I know what opportunities you’re going to have. Okay? So, the difference is, different orders and different rules. Some people, I got to do the same thing to be certain. Other people, I've just got to trust in God and I'm certain. Right? Very different. Some people work out to be certain. They get that strength in their body, they're ready to rock and roll again. We restored their certainty or their comfort. Some people eat to do it. Some of these ways you do are neutral. They don't affect you either way. They're just okay. Some actually have a negative impact, like smoking a cigarette. Some have a positive impact, like let's say trusting in God perhaps, if you believe in that, or working out certainly does. All right? So, the second human need though, outside of certainty is uncertainty, just so your audience knows. Uncertainty, variety, we all need surprise. I ask people at events, "Who here loves surprises?" Everybody raises their hand and says, "I." I say, "Bullshit. You like the surprises you want, right? The surprises you don't want, you call problems." But we need some variety, we need surprise to feel alive. Too much variety, people freak out. Too much certainty, people are bored out of their mind. So, are you in the lukewarm middle? No. You got to learn how to use both. Third human need, the need for significance, the need to feel unique, special, important. Everybody has it, including the people saying, "I don't want to be significant." What they're really saying is, "I don't want to be judged. I don't want anybody to be upset with me if I'm significant." Right? But some people get significance by working harder than anybody else. Some people do it by studying the Bible or Bhagavad Gita or whatever. Some people get that certainty by way of how they dress or their tattoos, or some people do it by money. Some people do it by being more generous. There's a million ways you can be significant or important to people or to feel needed. We all have the need. The only question is, how do you need it, and is it number one, two, three, four, five, changes how you're going to end up in one. Fourth, the need for love and connection. Everyone wants love and connection. Everyone needs it, whether they want it or not. Most people settle for connection because love is just too scary. And then, those first four needs, as you know, are the needs of the personality. We all need certainty to survive. We all need variety to feel alive. We all need some feeling of significance. And we all need some feeling of love. When a person feels completely insignificant to anyone, and unloved, that's when they start thinking about checking out. That's when someone will consider suicide, where there's no compelling future for them. So, these needs are critical, but almost everybody meets them. Somebody meets the needs by smoking and then tearing other people down. You can feel important by making other people less important. If I move you down, I have the illusion I'm moving up. It doesn't really work long-term but it works for the moment. Sugar feels good for the moment, long-term it doesn't feel good. So, you can meet your needs in positive ways, neutral or negative, but everyone finds a way to meet their needs to some extent. But the ultimate needs that you described were five and six. You got to grow to feel alive. We grow or we die. Like I just said, progress equals happiness, right? And we grow so we have something to give, because if we contribute in a meaningful way, we feel more alive. So, a lot of people jump on and go, "I want to grow and give, grow and give." Which is, there's zero wrong with that. I think it's fantastic. But like the example I gave you from India, your certainty is often tied to your access to food and shelter, and a quality of life, and maybe a certain amount of income to provide for your family. Right? So, yes, you do need to honor those, but everyone's different. Some people value love as the number one thing and they move in this direction. Some people value significance, and they go in a different direction, because the more you demand significance, the less love you usually get. Right? Because people have been pushed off by it. If somebody wants totally certain, they go in one direction. If they want variety, they go in a different direction. Again, direction determines your ultimate destination or destiny. So, when I know which one are your top two, I know how your life is going to turn out. And then I ask questions to find out, what does it take for you to feel significant? Do you have to make a billion dollars or pray to God and feel the connection? Walk out and go for a run by the ocean and feel the universe with you. Everyone has different ways. Once I know what you want and how you go about getting it, I know your opportunities, I know your challenges, and I know how to coach you. So, your question though, was... to be specific, I had to give that context so everyone knows what we're talking about, is, okay, I want to grow and contribute because those are the spiritual needs. Those are the ones most people miss. That's what makes you most fulfilled. But I still got to do these other four things and they're really easy to do. So, I think of it as saying, "Find your vehicle, find what's going to give you that economic security and idea, and economic independence. Again, when you're not chasing money, money might be start chasing you. That's an important part. You have to work your off and refine it. Science of achievement. Along the way, make sure you find the variety, the pleasure of the uniqueness of everything you're doing, and stopping and bringing it in. Every morning I do a process where I think of three things I'm most grateful for and I experience them fully, and then I think of a blessing and send the blessing to all my family and friends. And then I think of what I'm going to accomplish next. And that sets up plenty of that variety and certainty. Significance. You know, the most significant thing to me is love. But it's like, what am I doing that matters? Let me do some things that matter today. Love. What can I do that's kind? The fastest way to love is to give love, right? Fastest way to kindness is give kindness in a world where the world is pretty divided now, but it's still pretty magical when somebody does it authentically. So, it's not hard to meet the first four needs. Growing and contributing. That's where you're going to feel the most fulfilled. So, when people go through these challenges, what I always try to do is, I don't just give them the skill, I give them the emotion to follow through because otherwise you can know what to do and not do what you know anyway. So, that's kind of the way I try to balance it. Again, science of achievement and art of fulfillment, and just be aware of them both and focusing on both instead of just one. Russell: Yeah. Oh, I love that. I think for me, it was interesting because I noticed that when I was struggling to contribute or grow, it was because something was out of whack. I wasn't getting my love and connection or I wasn't feeling significant or something wasn't in place. And when I got to the point where I could figure out, okay, here's ways to make sure that I'm feeling these needs in a positive way, not a negative way, then it takes that pressure off. And I was like, "Now I can go grow. Now I can contribute. Now I can do things." I've noticed even nowadays, if it gets out of whack again, it's like I got to make sure all these things are spinning and I can go back and I can show up at a level that I can't when these things aren't running the right way. Tony: Yeah, that makes total sense. Russell: Yeah. Cool. My next question, this is going to kind of transition a little more to the challenge now. Obviously, a lot of people who are in your world and my world, they're coming because the growth, right? They're learning and they're learning, and they're growing, and that part's so much fun for all of us. The growth part is addicting. And I think that's why people love reading books and going through courses and all sorts of stuff. But I know for me, the real growth didn't come from me in this growth phase where I was learning stuff, it's as I started contributing and started helping other people. For me it was, I was starting my business, I was teaching other people. And that's when I first started to really connect with that contribution and that part of it. I know that that's one of the big things that this challenge is about, is getting people from a growth phase to, now how do you contribute? How do you take this knowledge and these ideas and the things that you're developing and learning, and how do you use them to serve other people? And I'd love for you to talk just a little about that transition, of how we transition from a growth mindset to, here's how I can contribute with these gifts that we've been given. Tony: I think the challenge is called Own Your Future Challenge, that we're doing. And it's myself and Dean and an army of just great friends of ours who are smart. The focus here is execution. It's not just about more learning and growing in this one. It's like showing you, you've got some knowledge. Someone you care about, bless you, has knowledge and you can take that knowledge and bring it to people in a world, even when it's shut down. I mean, my business, I've got 80 companies plus now, but my core mission with my business is Robbins Research, where I did my events and I've done my events. I mean, they literally, they made what I did illegal because the size of it. I'd do minimum, it'd be 10,000, most of them 15, 12,000 people, somewhere in that range. And all of a sudden, they made it illegal in every country in the world that I wanted to go to. Australia, London, Italy, France, everywhere, America, all over the place. And so, I had to figure out what to do. But I've got to tell you, I'm reaching more people now, and I'm doing it in a different way. You know? So, the tools to be able to reach people all over the earth, I mean, four billion people are on the internet now and we're going to see another two billion join over the next five or 10 years. Almost 50% more people are going to join the internet. The size of the marketplace of people you can serve is unbelievable. But you have to be able to get the skills and you got to get yourself to execute. A lot of people, as you said, get addicted to just the learning experience, which is the aha moments, like, "Oh my God, I understand that. That makes sense. Oh, I can change the world with that." But you know, I was very lucky, Jim Rowan was my original teacher, the personal development speaker. Some of your listeners probably know his name. He's been passed away for some time, but he used to always say, "Tony, don't let your learning lead to knowledge and become a fool." He said, "Let your learning lead to action." And he'd tell you to become wealthy. And to him, wealthy wasn't just money. It was like an extraordinary life. It was living life on your terms. It was life that was full of joy and happiness and fulfillment and meaning and economic freedom. And I think that's what we're really looking to do with people in this challenge, is show them the tools to execute. Yes, you can have the excitement of learning all this stuff and there's no charge for the fricking thing. It's these challenges, my last one I'm going to do this year. I did two this year. But I wanted to do it with my friends because I wanted people to have a vehicle. A lot of people don't have that first Artha. They don't have a vehicle for prosperity and security. And they're looking at a world where the world's changed, it's upside down and it's not going to go back to exactly how it was. Some things will return, obviously. But a lot of them aren't. And so, your job is to figure out, "What am I going to do now?" And so, where are you going to figure that out? So, we decided to bring the best people we know together to show you and show you how to use technology to do things in minutes. When I started out in this business, I mean, it took months to pull off. But literally the technology can do things for you today, as we all know. And so, I'm very excited about we're going to be able to offer people. But in a few days, they're not just going to have more knowledge and excitement, they're going to have perhaps a business or at least the beginnings of a business. And maybe even be online starting that out all in the few days of the challenge. So, that's the difference I think we're really focused on here, is making sure that... I always tell people, knowledge is not power. Knowledge is potential power. Execution beats and trumps knowledge every day of the week. That's our goal, is to get people to really each day, make some small actions, so by the end of the challenge, they're really in a place of having their business, or if they had a business, taking it to another level. Russell: Yeah. Well, I'm excited for the challenge. I'm going to be flying out to Phoenix and hanging out with you and Dean and everybody for one of the days. Tony: Looking forward to that. Russell: And I'm actually bringing my twin boys. My twin boys are 15 years old and I'm trying to show them how to control their future. So, they're going to come and sit there and experience it. And then, we're actually going to go out afterwards with some friends and we're going to go and feed the homeless and spend some time, and just showing them some really cool experiences after the challenge. So, I'm excited for it because I'll be participating in it as a student, and also as a one of the teachers as well. Tony: I just want to say something about you too, Russell, to your audience. You know, a lot of people virtual saying, "I'm going to go feed somebody," but you do this all the time, just like I do. It's not like something you do and then tell people you're doing it. You're just really doing it. And I love that you share it. Same reason I used to never share what I did in this area. But then I start realizing it inspires people to consider something new. And we're not doing it because we're just such good people. We're doing it because it's so fulfilling to do something for someone you don't even know. It's people don't understand what that does to you, to just do what's right. It doesn't have to be 24 hours a day. And especially doing it with your kids so they get addicted to it at an early age. I really honor you for that. Russell: Oh, thanks. I'm excited. It's going to be a fun experience. It's going to be a new experience for them. I think it's going to be awesome. Well, for those who are listening, if you're watching the video, there will probably be a link down below. But if you're listening, the sign up link to go sign up for the challenge, if you go to, that's where you can go sign up for the challenge through our link. And we've got a bunch of really cool bonuses and stuff for everybody who gets involved and hangs out. But that's where everything will be at, at And if you do that, you have a chance to hang out with Tony and me and Dean and Jenna. And I don't even know. You have some amazing speakers that are part of this, people that only Tony could bring into the world, nobody else would say yes to be part of this. He's got some amazing people who he has a chance to come and hang out with and participate and learn how to start your own business. How to start going from this, from a growth mindset to contribution. "How do I create a business that serves other people?" I think I never understood that was what business was really about until honestly, probably the last seven or eight years since I started running ClickFunnels, and I seen, when you create a business and you help other people, that contribution, you see how people's lives are changed. I'm not talking about my own. I'm talking about people who've used ClickFunnels. You know, one of my favorite success stories inside of our ClickFunnels community is a couple named Brandon and Kaelin Poulin. And they were young, 22, 23-year-old couple when they came into our world, and she's really good at losing weight. And she took her knowledge and her experience, and now they've helped over a million women to lose weight. Tony: Wow. Russell: They've built a huge company that's 70, 80 employees now. And they're changing the lives of so many people and it's one person, one person taking their knowledge, turning it into something they can contribute. And it literally, the ripple effect of that is huge. You look at a million women, that's amazing, but those women have families and kids and communities they serve. And that ripple effects keeps going out. And that's just one person. And so, you never know where it's going to turn until you take that knowledge and turn it to something amazing. Tony: You think about where we are today, because of technology you can do that so fast. Try doing that 20 years ago. Trust me, it was a very different process. So, the possibility of that kind of impact is there. So, it all comes down to having an orientation that realizes that the only way to get wealthy is do more for other people than anybody else is doing, and do it consistently. And of course, if you add that much value, you'll have value that's added to you as well. But learning how to do that quickly, efficiently, step-by-step, that's what this challenge course is about. So, we look forward to seeing you guys there. Russell: That's awesome. Well, thank you, Tony. Thank you everybody. Again, go to, get signed up and we'll see you guys live here in a couple of days. So, thanks Tony. I appreciate you. Tony: Thank you, buddy.
Here is the exciting final part of this special three episode series! On this episode, Russell and Josh talk quite a bit about the new book Russell is currently working on! The new book will be the first (of possibly many) personal development book that Russell has written. We also get to hear why Russell loves to write books and why he thinks everyone should write one. So listen in to the final part of Russell and Josh’s “Outwitting The Devil” interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Russell Brunson: What's up everybody. This Russell Brunson. Welcome back to the third and final episode from the Outwitting The Devil interview with Josh Forti. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two and this is part three of three. In this one, Josh started asking me questions about my new books. Why I was so excited about Outwitting The Devil, by how I'm using this? Why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And you've enjoyed this interview series, please let me know, let Josh know. The best way to do that is take a picture of any of these on your phone, post them on your social media and tag me and him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening with that said, let's queue up the exciting conclusion of the Josh Forti, Russell Brunson Outwitting The Devil Podcast interview. Josh Forti: Okay. I want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago. Maybe it's a little bit longer that. You start hinting on Instagram about this book. And I'm like, "Oh my gosh. There's another book? What could it possibly be?" And then last week I'm out here and you started telling me about it and what it is. Russell: Showing you the deal. Josh: It's not a marketing book. It's the next piece and it's your first ever... And I don't want to spoil it for them. I'm going to say it's like your first ever take at personal development. Talk to us about this book. When's it coming out? How did this come about and the details of that, because I'm super, super excited for it. Russell: I think it was my only, hopefully. But I said that about Dot Com Secrets too. Josh: I don't believe that at all. There's going to be a trilogy for... Russell you're going to be writing books till you die dude. Russell: I don't know. Writing is so painful but this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic and I have more time and I'm trying to just occupy my mind. Josh: Which by the way, how perfect time. My heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak to there. I was like, "No." But how perfect of a timing was Traffic Secrets when- Russell: There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for making New York times bestseller list, which we actually hit, which I'm still freaked out about. It was tough because Amazon wasn't shipping books. Things weren't shipped, all sorts of chaos. They said books weren't essential and so like it was hard to hit lists because you'd sell 10,000 copies of books in a week but Amazon was waiting two, three, four weeks to ship them because it wasn't... The way that the lists work is, how many did you sell in retail outlets? How many do you sell on USA today? All the things. And so when you have the big push, but then some books aren't being counted four or five weeks later because Amazon doesn't consider them essential. They're not sure when they can glut. Normally it takes 10,000 books or something to hit a bestseller list. We hit over 100,000 to be able to do it. It was way harder, way more stressful, but we got it. But it was easier to sell because I had more time. Anyway, a lot of pros with that. Plus it was crazy because in the beginning of the book I talked about there's a storm coming and then literally it was like, we're in the middle it. You should give this book right now... Josh: Literally right now. Russell: I think I'm similar to you. I think a lot of people in our community where it's just like, my mind is always spinning. I can't stop. Josh: I cannot shut it off ever. Russell: It's like there's got to be something I got to be thinking about. And again, it was harder me to find stuff for me to geek out on inside of marketing and business. It was just hard to find the next... I don't know. Every level you get to, it's harder to find the next level. I'm sure there's time where Michael Jordan's like, "I can't find people to push me anymore." Where do you go? And it's just like- Josh: Yeah. Like Tom Brady in the NFL just completely dominating every team that's out there. Yeah. That's right. Russell: Anyway. So not that I'm that level or anything. Josh: Right. Right. Right. Russell: For me it gets harder and harder- Josh: Likewise. Russell: To find things. I have to dig so hard to find the gold. And so I started just looking again at some of these things. And that's when I stumble on this book and just like, every page is gold and it's like I'm lit up again. I'm on fire. Again, I talked about earlier, for me one of my highest values is ROI. What's my return on my investment. So I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, "What's the platform?" That's why I'm like, "Everyone go read this." I need to have this conversation with somebody. So having Dave reading it, everybody can get to read it I'm trying to read so I can get this conversations. Then when you're like, "Hey, do you want to talk about a podcast?" I said, "Yes." You forged some of this stuff because it's in me and if I can't contribute, it seems like I'm wasting it. And so there was this, there was other things. And I started looking more and more. Right now I've got five kids. Three of my kids are teenagers now and teenagers have been way harder than I ever thought or expected. It's weird. Kids are really fulfilling, but man teenagers have been just... It's different for me. I'm feeling like I have to grow to understand myself, but to also understand them. And what I envisioned my kids as teenagers are going to be what it is, has been so much different. I think for me, at times it got me depression, sadness and these things. And I was like, "I shouldn't be depressed this time in my kid's life. This is the greatest time I could be with them but I got to shift my mind." So it was me trying to do some work on myself, to fix myself. Not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how do I serve them now at this point? Because I envisioned the way I was going to serve my kids was when my dad did. Where I was like, he drove me to wrestling practice and we traveled the world, we worked out super hard because that's what I needed and I assumed that that's what my kids are going to need and it's not. That's not what they want. They want almost the opposite of those things. I'm like, "But I have these gifts. These skills I can give you." They are like, "I don't want them." I'm like, "I can help you start a business." Like, "We don't care." I get them value money because they've always had it. It's like all these things. Every gift that I have, it's like all my unique abilities I want to give my kids, they don't want it. So I'm learning this thing of well, instead of me trying to give my kids these things that I think that were so valuable to me. It's like, I have to sit back and understand what's actually valuable to them, which is so much harder and I'm learning this process. And so as I'm going through this lens of trying to learn these things, understand them, trying to figure them out for myself and I'm stumbling upon things like this and other things. It just got to a point where I was like, "I need to write this book first off for myself." If anyone who's done it, there's this weird thing as you start reading, you start seeing connections. You don't see any other spot. I feel like God opens up insights to you. They're just magical. Like I remember- Josh: When you start writing. Russell: Yeah. Josh: Yeah 100%. Russell: You have to get deep in a topic, you have studied all these things to figure things out. And I remember the first time I really understood this is, after I finished Traffic Secrets, I wanted to reedit DotCom and an Expert Secrets to publish the trilogy. So I went back. I remember reading those books and I was like, "Where did this stuff come from?" I was like, "This is good crap. I don't remember saying this or thinking that." I couldn't remember and- Josh: Interesting. Russell: It's the weirdest thing going back and fighting things. Somehow that was given to me because that was not something that I just intuitively knew. And I feel like for me, I wanted to start the book journey because I'm searching for these answers. The premise of the book is not, "I have all the answers, let me give them to you." I'm in the season where I'm going through it again and let me share through I'm learning on this journey because I'm learning some amazing things. And as I'm sharing as I'm writing them, again these insights keep popping in and it's fascinating. So I'll be doing something, I'll be doing something and I have a doodle. I'm like, "Oh my gosh." I run to Dave I'm like, "Look at this." He's like, "What am I explaining?" He's like, "I never saw it before." New to that. It showed up when I'm in this intense time. And so it's been fun as I'm writing it because these insights are coming at a speed that they don't normally come in. Josh: And I think also- Russell: It's really funny. Josh: I think... Hold that train of thought. I want you to keep going on that. But I've noticed that as well, when it comes to reading books. Reading a book and then applying the book, those are two very different things. I have read Expert Secrets, Dotcom Secrets, Traffic Secrets. And I'm going through, I've not read the hardcover of Expert Secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it and it's- Russell: You started the hardcover? Josh: Yeah. I'm going through, I'm listening to it and I'm reading it and I'm taking notes- Russell: Get the hardcovers. They're way better than softcovers. Josh: So I'm going through all this stuff. For the last four or five, six months, all I've been doing, I have no front end products of my own. I'm not building anything. All I'm doing is working with big campaigns on the backend. It's like full out stuff. We're doing stuff with cash phones. All these stuff is up and I'm going through and actually inboxed you. I was like, "Dude. People say they've read this book but they haven't." They've read the words, but it's totally different when you actually experience it. And you're watching where it all fits in and you start to see how it all clicks together. So that broke from the reverse angle of when you're writing it and trying to put it on in together is what you're talking about here. Russell: Yes. It's super fascinating. So it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be a launch in March. So if you published traditionally, this publishing schedule is really, really long. So if you are going to read it in March, I'd have to have it done by June. Josh: If we want to read in March of next year, you have to have it done by June this year. Russell: Yeah. Josh: Dang. Russell: So that's where I'm at. So I'm also with the first section of the book and there's four sections. Back then this month I spent the section number one and then that's where I'm at. Josh: Do we get to know what it's called? Do you have a title yet? Russell: I do. I don't want to show a title yet because I don't want someone going and- Josh: Oh, that's true. Russell: "You guys all suck." And buys those domains up and they start like SEOing me and beating me and all that stuff. But it's going to be cool. It's a study of two things. So I'll give you this part. This is the subtitle. So subtitle, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. These two things. How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think- Josh: Interesting. Russell: I see my own life. I achieve something thinking that, "When I achieve this thing, I'm going to be fulfilled and happy and everything." And you achieve the thing and you're like, "I'm not happy." And you figure that achievement and fulfillment, they don't work hand in hand. It's a science of achievement, which that's why science achieves more scrutiny. It's like, "Here's a step-by-step process to get this result." I want to be state champion wrestler here's a step by step process. Boom, got it. I want to be a known American step-by-step process. Got it. I want to start a business, step-by-step. Science. It's not thinking, you just follow a process and you get it. So for me, achievements always come easy. Anything I ever want in my life I've achieved it because there's a science. I figured out. Fulfillment's art, it's different. It's not follow these steps and you become fulfilled. The yin yang of these two things. And it's so fascinating. I've been going deeper into it and seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And there's so many cool things in this book that don't necessarily talk about science of achievement and fulfillment but they're all in here. The patterns in here over and over and over again. So it's pulling it from all these sources and showing it to everybody, that's what the book's going to do and then how to weave it all into aspects of your life anyway. So that's- Josh: One of the things and I'm sure you'll talk about it, but will be the balance of those two things. Because it's early on in my very young career of being 27 years old, but it was all about achieve, achieve, achieve, achieve. And there's always my mom's voice in the back of my head, it's like, "Things won't make you happy." "I know mom." Russell: Yes they will. Josh: Yeah. Yes they will. And then you get there. There have been moments in my life where right now in this moment I am completely fulfilled or I'm completely content and it's just like, I don't know what could make my life better. And it's not when I achieved anything, it's not when I did anything. But in that moment, whenever I take a step back and think about that moment, I have very little drive to go achieve anything more. And there's that balance of how do I stay fulfilled and content while also being driven to go achieve. Because for me and this is something I'd wrestled with and talked to Katie about it. And I'm like, "It's either one or the other. I can't be..." And she's like, "There's always another option. There's never black and white." And so balancing the two of those and understanding that. Like you said, they don't go hand in hand. They're separate things, I think it's really important and something that I'm trying to figure out and learn. Russell: So I got frustrated about all the times I achieve something and I'm so frustrated, why do I not feel how I thought I was going to feel and leads to depression or frustration or whatever. But when you start separating these are two different things I can achieve and I want to achieve, but how do I get fulfilled in the journey or separately from it and you start anyway. It's been fascinating and learning so many cool things and it's going to be fun to start sharing with everybody. I'm going to probably start in my podcasts, start dropping more and more things then getting deeper and deeper. More of the thoughts are going be flushed out. That's the weird thing about writing a book too, is initially I'm like, "Here's what I'm going to write." I write an outline of what the book is going to be and I write chapter number one. I was like, "Now this outline makes sense. You write that one" Chapter two. And so it's like, it's this rebuild, rebuild, rebuild. And by the time it's done, hopefully we'll find out. It'll be the perfect thing that's like, here's the frameworks you need. And for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book and this is going to be the chapter walking people through this concept of faith and fear. This doodle is a rough draft. I just tell you I sent this to you today. I'm like, "This is not the perfect doodle. I saw it. I'm not going to post it down below yet because this is partially done." It's going to be perfect by the time the book's done. I'm still thinking through and trying to get it right. And making it a simple form where I can understand it and hopefully it makes it easy for people to apply. But anyway, it's pretty cool. I think everyone should read a book. I think everybody listening should set that as a goal because when you do, just the act of writing the book will change your board. And I think anyone will understand. And when somebody asks, "What are you doing?" You're like, "I'm writing a book." Josh: That sounds very cool. Russell: There's no much cooler than that. Josh: Yeah. Yeah. For sure. Okay. I know you have a hard cutoff, so I want to be respectful of that here. So I want to end with one question here and that is specifically about reading books. It's interesting. I'm pretty involved in the ClickFunnels world. Those are my people as well too. And so those are the people that follow me and that I interact with and I talk to a lot and it's always interesting when I talk to people about reading versus action. And some people have this... I feel like there's weird thought that if you're a reader, you're not an action taker, which I'm like, "That's not true. That's not how that works." But anyway, for you, if you are early on in your career, early on in you journey of building your business and your funnels and putting everything together. Do you recommend? Going back and thinking of your life, were you a big reader early on? Did you do a lot of reading or were you more action taking and looking back, would you recommend people read more, take more action? What's that balance? Because it's very easy. I know for me, I'm making time to read and then that's all I want to do. I'm like, "This is amazing." And then I'll take action. And so what's that Balance there? And what do you recommend as far as reading versus action? Russell: It's tough because some people read just because you get fulfillment or like there's- Josh: There's a good feeling that comes with reading. Russell: Comes with reading. Josh: For sure. Russell: So- Josh: It's a fake sense of accomplishment. Russell: Yes. So this is my belief. I remember when I first got started, I was reading a lot, I was listening, I was going to seminars. I remember at first it always frustrated because I was learning all this stuff and I was getting it but I had nowhere to use it and I was trying to use it all. That's why I think I launched... I can't remember. A couple of funnels by measure. It was like a 106, 116 or something funnels I launched before ClickFunnels. And that's because every idea that came to me, I was like, "I have to create something." I create this and I create this. I was creating funnel and funnel and coaching program. I joined Dan Kennedy's mastermind and they talked about, "You should have mastermind groups." So at the event I launched a mastermind group. I'm like, "You should have phone sales." We started phone sales and "You should be doing seminars." We launched a seminar. Every idea that came, I launched it. But man, I got a point where I was drowning. Because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because these ideas are coming to me. I'm thinking, "These are gifts from God. These are inspiration. I need to have these things." And it wasn't until... I don't remember when. But somewhere down the line, I realized that, "I don't actually have to take all these different things and do them, but I can understand them." Because I enjoy learning, understanding. So I would take them into my mind and literally put them on a shelf. I remember there's this Dan Kennedy on how to do high ticket, air exclusive program. So when we were listening to it, there's talking about franchise and this. All of a sudden, this is amazing. So I was taking it because I enjoyed the learning of it. And then I was like, "I'm not doing this right now." I'm so stretched thin, but I enjoyed the learning. So I'm flying an airplane, listening to this audio book or whatever. If I'm going to put it over here, I'm just categorizing and I put it over here in my brain. Like, "Hey. If I ever wanted to go back and do that, I know where it's at or at least put over here." So I started learning because I enjoyed learning but I didn't have to implement everything. And I've put things in these different spots. At the same time I had a very clear vision. This is definitive purpose. I had a vision. So I'm trying to execute on something I'm trying to do. So as I'm learning, when something came that crossed my mind I was like, "That's the next step. I could grab it and plug it in and I could use it." If it didn't. I'm like, "That's awesome. Put it right here. Someday I'm going to use that in future." And I talked to… James Friel and I talked about because he has a Trello board. He calls his shiny penny Trello board where anytime you have a great idea- Josh: Yeah. I have one of those. Russell: Instead of trying to implement, he puts it on his Trello boards. Keeps your ideas. I think for most entrepreneurs, every idea is like your baby, like "This is the greatest idea of all time." Josh: Yeah. I have a Trello board called Josh's brain. Russell: Oh awesome. This pre Trello because I remember getting a note card. I had three by five note cards and when I had the ideas, I put them in there, I put them there. And somebody I'm going to come back to this and I get ideas and put them there. I kept putting them there either in a note card or somewhere else. And it's crazy. And I fast forward. Man, I think it's 19 or 20 years, I'm doing this now. So whatever it is. Almost two decades. And it's really cool because when I coach people now and this is my inner circle so I have people in here I'm coaching and someone would appear on stage and they're stuck with a problem and they're frustrated. They're like, "I don't want to do this thing." And all of a sudden out of the back of my mind pops up this thing and it comes into my- Josh: Exactly. Russell: I have this thing. I'm like, "Oh my gosh. Where did that come from?" It's because I learned it. Because I read this book here, I saw this thing over here and all these things. And so I think a lot of times we have to understand that learning is fun. So enjoy it. Don't be like, "I'm not going to read because..." Reading is awesome. Read, learn, do those things, but also understand, what is your mission? Stephen Larson talked about this two funnel hiking lives ago. He called it just-in-time learning. It seems like if you are going to read the book you need... I agree with that except for this is a better pastime than watching movies. So let's read, let's study. But having your path, this is my goal, this is where I'm going to go. If you join my coaching program, we're going to talk about what's the first funnel. That's what we focus on. Don't do anything else, just focus on that. You can learn other things, but categorize them or wait until you're ready. And then as you get pieces right. I need that, I need that and figure out the next steps. I think that's how I would do the yin yang of both of those. Because I'm the same way. I'm learning so many things or study things or I find things are awesome that I'm not going to use but someday there'll be someone I come upon that that nugget is going to be the thing that unlocks something for them and they're going to super grateful. So, anyway. Josh: All right. Well man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to, so thank you man. I appreciate it. Russell: No worries. And hopefully all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read through the lens of this. The first time I didn't know where I was going. So I was all over the place and just freaking out. But look at the lens of Faith and Fear of, I don't want to be a drifter. I want to be somebody spiritually, mentally, and physically free. Look at that and start looking at everything he talks about from this lens and just look at it as protections of you that will be there to get to the spot where you're learn 2% or how to keep yourself from becoming a drifter or if you are drifter shift yourself back. And looking at this, because it's this guide book of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. Josh: And- Russell: This is huge. Josh: The thing that I would say we didn't have time to get to it, but I would say too is understand that it's not... If you're religious, understand that there's probably going to be some things that the devil is like, "You don't need God, you don't need me." Some of the things that are going to be in there, like Russell said, 97% is good, 3% is bad. Don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this. And any single time that I've ever had success at anything when I look back, it follows very closely to the principles that were taught here, so anyway. Russell: That's awesome. And then wait until next March to buy my book. Josh: And I will be the number one affiliate. So hopefully you all can be number two, three, four. That's cool. That's going to be super, super cool. So Russell, thank you so much, man. I appreciate it. Love to do it again for The Book of Mormon or something like that and all right. All right guys, that's it. Russell: Thanks everyone. Josh: As always, hustle, hustle. God bless. Don't be afraid to think different because those of us who think different are going to be the ones who change the world. I love you all. See you soon. Russell: Bye everybody. Josh: See you.
Welcome to the second part of a special three episode series! On this episode, Russell and Josh talk about their biggest “take-aways” from the book. Russell talks about a difficult time when Clickfunnels was down and instead of choosing fear and running from the problem, he chose to have faith in his business and fight to make it better. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Russell Brunson: What's up, everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you enjoyed the first part of my interview with Josh Forti, on Outwitting the Devil. This episode, I'm excited, because we're going to go a little bit deeper. We're going to start talking about some of my stories, and practical applications of how I was able to use this in my past. This story I tell, I wasn't expecting to tell this. I didn't know where he was going to go with the interview questions. We got a little emotional, but I think it was good. So I'm excited to share it with you. I'm a little nervous, but a little excited at the same time. So with that said, we're going to cue up the theme song. When we come back you can listen to episode number two, from the Josh Forti interview, about Outwitting the Devil. Josh Forti: I had a very definitive takeaway from the book. You could read a million times, and keep getting gold nuggets, but what was the thing that stuck out to you, that was the most powerful of it? That caused you to literally go on Instagram, be like, "Yo, everybody read this book right now." Russell: Everyone's in different spots, so I think it's good to read this book for everyone to kind of see where you fit. Anyway, maybe I have a distorted view of myself, but I feel like I'm somebody who acts in definitive purpose. I feel like I act in faith, most of the times. So, I feel like I'm on the side. So the thing that was so powerful for me, if you look in the middle of my thing, there's two columns here, was he started saying, he asked, he's like, "When someone uses definitive purpose, does that mean they're free from you?" He's like, "No." He's like, "As soon as they're using definitive purpose." And he's like, "These are the tools I use to try to get them to become drifters." And I started looking at the list of things he uses to get them to become drifters. And I was like, "Oh my gosh, I see those patterns in my life. I see the things that are pulling me to that side as well." And it became this warning for me of like, "Okay, these are the things to protect yourself from." Because, we're not free, it's not like, I do good things therefore I'm to be good forever. It's like, no, the entire time he's trying to get you to the other side. And so for me, it was interesting. You can see some of these ones I list up here, like the temptations he uses to get someone who is free, to become a drifter. So number one, was flattery. And it was interesting, he said that the way he uses flattery, is in women, he uses vanity, and in men, he uses egotism. And I've seen that so many times in my own personal life, where with your ego and you start reading your own bio, you drink your own Kool-Aid, and you're like, "I'm amazing." And as soon as you do that, it starts shifting you from this state of freedom, to drifters. And I've seen... I've got personal friends who have let ego destroy their families, destroy their businesses, destroy their lives. And I always have fear of that, and I see myself slipping into that often. It's definitely a temptation, it's one of the things for me, that pulls me in, I'm trying to be careful of. It's funny, people always tell me, like, "I feel like you're one of the few guys in the industry that doesn't have a big ego." I'm like, "I have a huge ego." I try to be aware of it. I'm grateful for my wife. One of my buddies told me, he's like, "It wasn't for Colette." He's like, "You'd have the biggest head in the world." She's the one that keeps me focused. Josh: I feel like that's Leo with me too, a hundred percent. A hundred percent. Russell: But I think it was interesting for man, for egotism, and women, he said vanity, which is interesting too. So those are two things there. Next was failure, and he talked about failure from both sides. He said that failure can be something that actually serves you, because you fail, you see what's wrong and you read adjust, but some people go through failure, and then they slip to like, "Okay, this didn't work," and they're out. And you see that a lot. Josh: Well, and that's even here, it's learning from adversity. That's one of the key things, how do you use failure? If you're going to be a drifter, you're going to be like, "Failure. Ew yuck. I'm never going to do it again." versus a successful person. Russell: You see people all the time that fail, are like, "Oh, I tried the thing, and it didn't actually work." It's like, "Okay. It worked for 800 other people, but it didn't work for you. Maybe it was you, maybe the approach was..." It's so interesting where it's like, if... It comes back to, if you've read Jocko's book. Josh: What's Jocko's book? Extreme Ownership. Yeah. Russell: That's the thing, the failure happens, and it's like, "Oh, I going to blame it on them." Boom. Instantly you're a drifter. But if you're like, "It was me, I did it wrong. What am I going to change?" The extreme ownership, that's the shift from failure. Whereas you take extreme ownership, boom, you're staying over here, but, if you don't... And I have a problem all the time. I think something that's happened to my team, or whatever, and I want to point the finger, and it's like, "But I'm the leader of the team." But it's so much easier to point out, than point back in. And so for me, that was the one. Again, another one I noticed, when I had my failures, did I point out or in? Because if I point out, I'm slipping into drifting. Propaganda, bribes, food, sex, all these different things he was using. The food one was interesting, he was talking about, he's like, "When men and women become rich, and they have all these things, I get them through food, when they start eating and get gluttonous. And all of sudden their body gets not healthy, and then it's harder to move." And I'm sure you felt that, when you're not eating healthy, your mind gets cloudy, and all these things, it's very easy to become a drifter. And so, it's just all these tools he's using to try to get you to shift from one another. Those things were... In my time in my life right now, where I was just like, "Okay, cool. I've got walls, I can start protecting myself up. I can become more aware of it." When you're aware of something, it's so much easier to fight it, as opposed to when… Josh: Yeah. And when you're successful too, everything's convenient. And that's one of the things that he brought up in the book too. I noticed in my life, I was thinking back to when I first started, I was like, "Man, I was sleeping on my buddy's couch." For three months, and I worked my butt off, and everything like that. I'm like, "Why do I lack that drive sometimes?" Like, "Why don't I have that anymore?" It's like, "Because life is convenient." Because if I sleep until eight o'clock, or if I don't perform today, my life doesn't change at all. But back then, it did. And so when things become convenient, it's super easy to come back into that drifter mode. Russell: Yeah. A hundred percent. And that's one of the hardest thing. I think, at least for me, when I was growing up, I always thought there's a point where you made it. In fact, I remember this one time, my business was doing well at the time, we had a bunch of employees. I remember hiring this guy to come consult me on something, and he came out, and he's looking at all this stuff. And he's like, "So tell me, when was he felt like... When did you know you made it?" And I was like, "Oh, I..." I'm still freaking out. I don't feel like I made it. And I think, in my life, I always thought there's going to be a point where I'm like, "I made it, or figured the thing out." Or whatever, but I never got there. I feel like the second I do, that's when it's going to start... That's the thing. And so, I think being more aware of that, just like, this is a constant thing and that's okay, but, it's a constant between God and Satan, there's this constant... Every moment is like, each of them are fighting for. It's like, if you give up here, then you slip back over to there. You can't just... There's no neutral ground. Josh: So, I just want to talk about that, because I think one of the biggest... Well, the number one thing, like you said, of a non drifter, is the definitive purpose. And I have noticed that in my life, even recently... Over the past year, year and a half, I've been working with Katie Richardson, you know that, just really getting clear on what the next steps of things are. And my definitive purpose, if you will, when I first started my entrepreneurship journey, was this, "I just don't want to be poor anymore." I go like, "My definitive purpose is to not worry about money, and to get out of debt, and just be free. Then be able to make decisions or whatever." And then I got there, and then there was this next definitive purpose. And they were incremental, almost goals, but not like this overwhelming definitive purpose. And so, going through the process of that, of course, with my brother dying, and that whole shattering of everything. Like for you, you've built ClickFunnels, you have a wildly successful company and people look up to you, and are like, "Oh my gosh, Russell, you're on top of the world. You're amazing. You've made it." At now, you've just said, "Hey, I don't feel like I've made it yet. I still feel like I have a long way to go." How do you... A, has your purpose changed since you started, compared to where you're at now? And B, how do you continue to remind yourself of that purpose? Or how do you find that purpose? When you could do nothing for the rest of your life, and be totally fine. How do you find purpose in that? Russell: I'd be a drifter at that point. Josh: Right, you wouldn't be a drifter. I can just see Russell sitting on the beach. No, actually, I can't even imagine what that would look like, for Russell on the beach for long periods of time. But, what would that look like for you? Or, how do you find that purpose? Russell: So, you asked about if my purpose has changed. So I would say, in my mind, it's two things. There's the people that I've been called to serve has not changed, I feel like I've been called to serve entrepreneurs. Those are my people, those are the people that I'm here... And so for me, it's like, what are all the ways I can help them? So, initially it was like, "Do seminars, write books." That was the first thing, and then it's like, "Oh, we're going to build software." And then it's like, "Oh, we're doing events." And, we kept adding these things on. And so, that was the thing. And so my purpose was like, what are all the things I can do to help an entrepreneur to be more successful? That's my vision. That's my mission. That's my thing. And I feel like now that, again, after I finished the three books, I was like, I feel like that, again, that the trilogy, that's what people need. And then we have Funnel Hacking Live, that's amazing. We have these things in place, all the things there are... they're there. And I think there's things, where there's big updates, we have to company click funnels. There're other things we do to make things better, but for me, it's like, there's not a lot more, again, it's not like I'm going to come out with some magic funnel, I'm like, "God, it changes everything again." Like, it's there. Right? So for me, it's like, "Okay, I'm still called to serve these people. What's the next level of success? What's the next thing I need to do?" And for me, I started looking, like what were the things that I struggled with? And so much of it was not... It was like, I didn't have the tools, I didn't have the information, which is why the last two decades has been focused on that. But, the next thing was like, I had to become someone different, who did I have to become to be successful? I look at so many entrepreneurs who are coming into my world, these people that I'm called to serve, and giving them funnels. Man, they don't believe in themselves, they have horrible identities. They're choosing fear over faith, every single time, and they're not having success. And so, for me, it's like, "Hey, I still have the same people." So-called same.. served the same people. But, what am I... What's the next thing I need to help them with? And if you just look at my book trilogy, the first one was dotcom secrets. It's like, "They need to understand funnels." That was the book. And it was like, "Hey, now I understand funnels." And now everyone's like, "I'm building funnels." But then their funnels weren't working, they weren't converting. And I'm like, "Oh, they don't know how to tell stories, right copy, or..." So, Expert Secrets, I'm like, "Expert Secrets." It's like, "Okay, now they understand that." And I thought I was done. And then I'm like, "Okay. Some people have these funnels that have really good copy, but Facebook shut down their account and they're screwed, or they have no traffic, or whatever." And I'm like, "Oh, my people in the traffic." So, I'm getting traffic, and that was Traffic Secrets book. And so for me, the last year, year and a half, especially, as you know, we've been in this insane environment of insanity… Josh: How do you even describe it? Russell: And I'm watching these people I've been called to serve, melting down, choosing fear in every single direction, over, and over, and over, and over again. I'm seen people who don't have an identity, they don't have beliefs, they don't have rules, they don't have values. And I have all these things they need to actually have the structure, to implement. It is what we talked about. And that's why I started geeking back to this personal moments, and partially because it's for myself, because I'm trying to protect myself and strengthen myself. But for me, Hill doesn't really go deep on anything. If you look at my disc profile, one of my things is I have very, very high... my highest value is ROI. If I don't see return on investment on something, I can't do. That's why I struggled in school, that's why I struggled with so many things. That's why when I started trying to read scriptures again, I struggled with it, until I started a podcast, because now there's return on my investment. I'm going to learn this thing, but I'm going to give it to somebody else. And there's my return on investment, now I can do it, and I feel fulfilled by it. Josh: Which by the way, I'm going to plug, podcast number three is going to be about that. Russell: And the same thing here. So, I started going back through, started reading these things. And for a while it was tough, because I'm reading these things, and for me it's like, what's the return on investment? It's good for me, but, ah, I've been called to serve. It's not just... Again, I talk about this in the new book, we'll talk about it a minute. But in Expert Secrets I talk about growth and contribution. I love growth, because good for me, but I thrive on the contribution. It's me sharing that gets me excited. So I was going through these things, and that's when, probably three or four months ago, is when I was like, "Hey, I'm learning all these principles, these things, I'm doodling all this stuff." I need to have something I'm putting it towards, or else I'm not going to be able to continue the momentum I need to keep doing this, and keep figuring out these things. And so, that's why I started, as you know, on my fourth book, which is not a marketing book. Josh: Yeah. I want to talk about that. Okay. I really do want to go there. However, there's one question I want to ask you first, I want to pull back another layer of Russell, that people... I don't know. Maybe, you've told this story before. I don't know. I don't even know what the story is, I'm about to ask you. So, my number one takeaway from the book, was how much fear controls people. That was my number one thing. And, for me, and this has come through a tremendous amount of mental work, and tremendous amount of personal identity work, over the course of the past 12 to 16 months, of just tears and just facing my own fears and insecurities, and bringing them to light and working through. But, there's not a whole lot of things I'm afraid of. There're very few things where I'm looking at them, I'm like, "Oh my gosh." I just do me, and whatever. Like criticism, it doesn't really bother me, or whatever. But, there's certain instances that come up where I'm like, "Ooh, I'm afraid of failure in that specific scenario, for that specific thing." And I'd be curious to know, for you, as you built ClickFunnels, I'm sure there were moments of fear. And I'm sure there were moments, when this side of things started to creep in, but you worked through that. And so, I'd be curious to know, what was one of the biggest times when you were building ClickFunnels, that you were afraid? And how did you work through that? What's that story? Russell: Oh man. Josh: Because I feel like we hear the marketing version of it. Russell: The highlight reels. Josh: We do, right? And they serve a very specific purpose. And I always laugh when people want to criticize, like, "Russell only tells this part of the story, or whatever" I'm like, "Do you understand why he's doing that?" Like, "Do you understand it's fitting into... It's at Funnel Hacking Live, or it's at this, or whatever." I'm like, "There's a purpose for that." It's not like he's trying to do that, but I want to know the other side of it. I want to know the behind the scenes of, what was that moment where you're like, "This is not worth it. I'm going to shut it all down. Or I'm afraid that I'm not going to be able..." I don't know what the story is. Russell: Yeah, definitely for me, the part that was the hardest, it was the first year of ClickFunnels, we just launched it. And I remember, because when Todd built it he told me, he was like... And in my head, I thought we're going to get 10,000 members month one, that was in my head. And Todd was like, "Okay, well, just so you know, as soon it past 10,000 members, the way I coded it, it's going to have to be different." And I was like, "I don't know that means, but I'm going to get 10,000 members. Right?" So we go and launch it, we don't get 10,000 members, kind of depressed, but we started pursuing this thing, start working towards it. And within about a year we got 10,000 members. And during that time, ClickFunnels started doing weird things, where it would just go down for five minutes, and be back, like, "What just happened?" And like, "Oh, some blah, blah, blah, techie thing happened." And yeah, so they fixed it, like, "Hey, good." And then it goes down, this time it's down 15 minutes, and 15 minutes down.... It's funny, because one minute I'm everyone's hero, they're like, "We love you, Russell. You made our lives so much easier making money." I'm getting the messages, and just feeling the ego, and all the things they're just like... This is amazing. And then it goes down, and I want you to understand, when ClickFunnels would go down, it wasn't like, "Hey, man, it's down." It was like, "I want to kill you." Like, "You owe me $2,000 in ads for my 15 minute window that it's down." Like, "I'm going to sue you." Like death threats, I went from the hero of the day, to, "I want to kill you." And messages coming in are like... And I'm getting things, and Todd's not getting them, because no one knows... He's kind of behind the scenes, and I'm just like, you want to kill me? They're that angry? They want to sue me, they want all these things. And then, publicly posting everywhere, how horrible and how bad.... And the second someone slips, everyone wants to jump up and start throwing daggers at them, it's insane. I seen it happen to so many people. I have friends who I've seen it happen to recently, where it's like, everyone loves until they do something, and then it's just like everyone wants to pounce on- Josh: And half the time, it's not even their fault. Russell: It's crazy, if that's happening. And so, it's happening, we get back up, and then, "Is this is going to work good?" Like, "Yeah, fine." I'm like, "Okay. It's going to be good." So then we plan on that, and then again, it would go good for two, three weeks, then something happened, and it just kept happening. And the longer we go, more members happened, it would more often, it would happen longer. And, it was just horrible. Because I remember one time I was speaking at a Dan... GKC event. And I'm in the hotel room, we just got there, Dave and I were there, we're getting everything ready. And it goes down, we're down for like 30 minutes. I'm freaking out. I'm supposed to be on stage in 30 minutes, or like an hour or something, and it's down, and I messaging and I remember voxing Todd, I'm like, "Hey, it's down again." He messaged back all nice like, "Oh yeah." Like anyways, he was just like, he's like, "Oh yeah, it's down again. We'll work on it." So I messaged back, I was like, "This is happening a lot. Are you sure we're okay? You seem a little nice and calm, you okay?" It's funny, because Todd's super respectful, he doesn't ever swear around me or anything. And he messaged back, and I've never heard Todd scared before. And he messaged back, and he was... I won't repeat what he said, but it was just like, what he said and how he said it, was just like, we're screwed. He said it four or five times in a row, and then he ended. And I was just like- Josh: And you're about to go on stage? Russell: Yeah, and I was like… Josh: Oh my gosh. Russell: And I was just freaking out. I'm like, "I'm about to go on stage, and try and convinced all this audience that I've got the greatest thing in the world. And my partner who built it, is freaking out, and doesn't know how to stabilize this thing. And he's..." I remember just being sick to my stomach, scared, all these fears, all the anxiety, all the inadequacy, all those things. And I remember I'm just freaking out, and then we got it back up, and then Dave's like, "Hey, you're on in like 10 minutes." I'm like, "Oh." So, I do my things, run downstairs and then come on stage. And I was just in my head, and my mind, and my body just freaking out. And, do the presentation, I know the presentation, even if I'm scared, it's going to come out pretty similar, it converted well, people bought it, everyone's excited. I remember afterwards, it was weird, this is one of those weird things, I don't even know who it was. If you're listening, she messaged me, some dude lingered afterwards and he's like, "Um, you okay?" I'm like, "Yeah. Fine. How's it going?" And he's like a chiropractor, but like a “woo-woo” one, were they do energy stuff. And he's like, "Can I adjust you?" And I'm like, "That's weird." He's like, "No, I don't really do normal adjusting, it's this other weird kind." And I was like, "I don't know what's happening. This guy is creeping me." But for some reason, like, "Sure. Whatever." So he takes me in this other room, he starts doing adjusting, he's doing the muscle testing, and all sorts of stuff on me, which I- Josh: Just some random dude? Russell: Yeah. I'd never had that happen before, he was attending the event, so he was there. Josh: Right. Russell: And it was weird, because he starts... He's just like, "You have all this tension here, here, all these things." And he's trying to figure out why. And so, eventually, and again, some people think that that's crazy. You think that's crazy? Nowadays, I don't know, Because- Josh: No. I don't think it's crazy. Russell: Anyway. It's interesting. But, he's doing this muscle testing, and he muscle tests, and he's like, "The thing that you're experiencing right now inside your body, is a reflection of something that happened." I can't remember, it was like 3.6 years ago, or something like that. He's like, "What happened three and a half ago?" "I have no idea." I couldn't remember. And all of a sudden I was like, "Oh my gosh, that was the last time my company collapsed." And we had to... We didn't go through bankruptcy, but had to fire almost a hundred people. We had to shut everything down. It was all this stuff. And he's like, "Your body's experiencing the same things right now, that you experienced at that moment. And that's this tension and these things." Josh: Oh my gosh. Russell: It was crazy. And he did all this stuff to try to release it, and everything. But also I realized, it's like, oh my gosh. My biggest thing is, I built this thing up, people think I'm a hero again, right now. And I remember what happened three and a half years ago, when I lost everything and how much pain, and how much... All these things, the poverty I got, the criticism I got, the ill health I got, the loss of love I got, friends, family, coworkers walking out on me. I wanted to die. I'm over the edge. All my greatest fears came back in that moment, and I'm in this spot, and I don't know how to fix it, because I can't code. I go to college and learn how to code? I don't what to do. Josh: That's the worst, oh man. Russell: The next week… Josh: It's out of your hands. Russell: We're flying to London, to speak in London. They invited my family to come to me. So, my wife and kids were all flying in London, and I told parts of this story before, but we're in the air, everything's good. The kids are having so much fun, they're flying. And we land, we get to London, and there's... In your phones, the chips don't work, so you have to- Josh: Yeah. You got to swap them. Russell: So we're driving around, and finally get our chips in there, and as soon as it does, all of a sudden, my phone was just like... And I don't know what it is, so I'm looking, and there's text messages, there's instant messages, there's voxers, there's all these things, hundreds, I'm not exaggerating, people are like, "A hundred's, probably like 10." No, hundreds and hundreds on every platform, where people sending me death threats, sending me they want to kill me, send me the hate me, send me I'm screwing them over, sending me all that... just this stuff, and I'm looking at my phone, and I'm just like, "I don't even know what happen." So I'm finally trying to get Todd, I got ahold of him, and he's like, "Yeah, we're down. We've been down for four or five hours." He's like, "If we're able to get it back up." And all I remember him saying, if, and not when, and I was just like- Josh: And you're in London. Russell: With my family. Josh: About to speak. Russell: And so, I don't even know. I went back to the hotel room, and we had two hotels conjoining for the kids. I was like, "Hey, I'm going to go in this room for a minute." And I shut the door, and I'm just like, I don't know what to do. We're down. I don't know if we're getting it back up. So, to speak the next day to talk about click funnels. And it was one of the things where I was just in so much fear, I wanted to hide. I just wanted to not say anything. I just wanted to be quiet. Josh: Yeah. Especially as an introvert. Russell: Yeah. Especially and introvert who's got literally hundreds of people telling me how much they hate me. And, I don't know want to do. And this one of those moments where it's just like, the fear and the faith, I wanted to go to fear. That sounds so nice, just to hide and... But I was like, I can't, because this is my life. This is all this stuff we've worked for, for so long. And, in that moment I had impression of, you should go live on Facebook. I'm like, "I don't want to live on Facebook." They're like, "You have to. You have to tell people what's happening." I was like, "What kind of CEO, in the middle of this crash, gets online and like, Hey, our company's down." And put on the happy face, like, "It's okay, because... let me blame the servers." I had a million people I could blame, because it was... Josh: It's not your fault Russell. It's never your fault, right? Russell: So, finally, I was like, "All right." So I just, I told the kids, "I'm going to be on in 15 minutes." So I clicked go, and all of a sudden I'm live. And of course, because it's live, everybody pops in, because they're trying to figure out... Because they all want to kill me. Like, "Russell's here, this is our time." And first it popped up, you start seeing the comments, like, "You're effing killed... You killed my business." Like all these things, and just like, "You owe me, how much money." Like all these things, and I'm just like, "Okay." And instead of doing what I wanted to do, which was blame, point to other people. I was like, "I'm pissed." And I was like, "This is not okay." Like, "My business is down, your business is down. You trusted me. You trusted us. We are not doing this right. This is not acceptable." I'm not like... And I tried my best. In fact, the video's still live, it's on... If you go to my Facebook page, and go to videos and scroll down to year one of click funnels, the video's still live there. Josh: That's crazy. Russell: And, basically I just tried… Josh: Somebody go find it and post in the comments. Seriously. I'd love to see it. Russell: Yeah. And I just posted it, I can't remember if I posted in the ClickFunnels group, or maybe it was in my... Anyway, I remember I found a little while ago to look at it again, I remember watching it, I was just like, "Whoa, that sucked." But I did my best, try to take that. Definitive purposes, this is not okay, this is what we're trying to do. I'm just going to take faith. And it was crazy, because I remember we posted that, while Todd and the team was working their butts off. And luckily through so many miracles, they got everything back up. We had a backup from right, for a hit. We didn't lose anything, other than the eight hours we were down. And we expected the next day that half our members would cancel, everything's going to be gone. And it was crazy how by taking the action of faith, people came in, and instead of being upset, they're like, "You know what, thank you. Thank you for not hiding. Thank you for telling us you're upset. Thank you for understanding this is not acceptable, and not trying to be like, oh, thanks for taking responsibility. And over the next week, we didn't see any... It wasn't like, signups and cancellation, we watched those two numbers all the time, it wasn't a big drop. It was just like... It didn't change. And, after that we made changes, we figured things out, we got things solid and looking stable. And that was the last time we went down for more than a little blip here or there. But that was probably the biggest thing, and I remember just being... Anyway. Josh: That's crazy. Well, I think, that comes back to having a definitive purpose, because you had a goal, you were all in. Because, without that, you throw in the towel, and you say this isn't worth it. If you are not crystal, crystal clear, or at least very, very emotionally attached to that outcome, or to that goal of that definitive purpose of where you're at, you should shut everything down there, and you walk. That's crazy. I've never heard that story before. Russell: I'm sweating reliving it. Thanks for that. Josh: No problem. I'm sure the audience loved it though. Russell: Anyway, it was a scary, scary time in between those two things happening back to back. And like I said, and then we started working towards it, and man, Todd and Ryan, and all the people on our team who went and who figured out the problems, and solidified things, and brought in the right people. It's crazy, because people with click funnels are like, "You should know how to not go down." It's like, "You don't understand. At that point, we went from a bunch of entrepreneurs trying to make something, to like, at that point we were like the 300th most visited website in the world." And there's not many people on this planet who know how to handle the database architecture behind that. We didn't know how to do it, and so we're trying to find people. We literally hired people who, they're charging 10 grand an hour to do database administration. So, you hire them, like, "Okay, here's 20 grand. You get two hours to look." So they log in and look around, like, "Here's all the mistakes." And then they go back, and go try to fix them. Then like, "Hey, here's another 10 grand, another hour." Like that's the people who like ran eBay and Amazon. Those are people you have to hire to come and look at these problems, because they're not problems that most people deal with. And if you think about it, we tell you we have 120,000 members, that's true. That's 120,000 people's websites, most of them more than one, most of them 10, 20, 50, a hundred. There's... I don't know, quarter million, half a million websites running all on our servers. No one knows that stuff. Josh: Brad, how many do we have? How many? Brad's over here they already probably got 50, just there. No, we'll run it through. Russell: These are problems, not normal problems most people know how to solve. We don't know how to solve them. So it's like, "How do we do that?" Every level there's new level of stress and problems, and things that they keep coming up, that you just... If you don't have that definitive purpose, and that dream, and that vision, that thing, there's so many things pulling you off the path. There's a million things trying to pull you to become a drifter, from flattery, to failure, to propaganda, bribes, to... All these things are trying to do that, the world's stacked against you. In fact, according the book, 98% of people are there. Josh: Yeah 98%. That's crazy. Russell: So, first off, it comes back to, if you want to shift yourself back, the very first thing is, come back to very first questions, like, "Am I doing this decision based on faith or fear?" That's the transition point, it's not like, "Okay I got to fix all this crap. And I got to..." No, it's like, come back to the very beginning, and if you start shifting your decision making process, to like, "I'm scared." You can still be scared, you still have fear. I still have fear all the time, I'm sure you do too. I'm like, "Do I do that?" But, you don't act in fear, you act in faith. Like, "Okay, I could lose everything, I could be criticized. I could, I could, I could..." But, this is my definitive purpose, this is my vision, this is where I have to go. Therefore, I will act in faith, regardless of these things that they happen. I have to be okay with the worst case scenario. I have to be okay, that if I screw up people are going criticize me, or else I'm not going to be able to move forward in faith. And that's the conundrum. That's where you have to get thick skin, and be okay with these things. And I think for me, I've tried it, I spend time consciously thinking about each of these. Like you talked about death, you don't fear death, for me, for a big part of my life I did fear death. And there's parts of me... I'm thinking about it today, if I was to die, I wouldn't be scared of death, I'd be scared of my kids not having a dad. But, the thing, the belief that I have, and the new book goes deep into these kinds of things, that I'm real excited to share. But, my belief about death, we have to have beliefs, and values, and rules around all these kind of things. But my belief about death is, I strongly, strongly, strongly believe that none of us will live on this planet one second longer or shorter than God wants us to. I believe that to my core soul. So, because I'm okay with that... Because, it's not like all of a sudden accidentally I'm going to catch something and I'm going to die, and then God's like, "Oh crap, I missed that one." That's not going to happen. There's plans, there's purpose, there's things that are happening, and I have that as a belief. Maybe it's not true, but it's my belief. Therefore, because I believe that, I'm not scared of death. If it happens, that sucks, and be horrible for my kids, but, again, it's part of the plan, therefore I'm not afraid of death, because of that. Josh: Yeah. And I had never really even thought about death, until my brother obviously passed away. Russell: You came face to face with it… Josh: Yeah. Like, "Holy cow. Freak accident, helicopter crash, over in Kenya." It's like, "What the heck?" And, I flew around the world trying to figure out what I believe, and what I thought. And the conclusion, I don't know if it's a conclusion, but the belief that I have about death, is I'm like, "All right, when I die, that's when my life starts." I'm like, "Okay, cool." Like I'm, this is what I say? It's a whisper in the wind, like it's a flash in the pan. Life is, we're here, and we're given these choices. And God's like, "All right, here, you got your 80 or 90 years on life. And you get a choice, you can either choose to accept me, or reject me." And then eternity starts, or doesn't start, it always is. For me, I'm like, "Sweet." And coupled with, or partnered with, what you said of like, "I don't think God makes mistakes." So if I die, even if it's a dumb, stupid decision that I made that led to that, it's not like God didn't factor in my stupidity. And so, because I know that, it's confidence. Yeah.
Welcome to the first part of a special three episode series! On this episode, Russell and Josh start talking about the book “Outwitting The Devil” by Napoleon Hill. They discuss some of the background of how this book was published, and then go into detail about the premise and the lessons that it teaches. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. So I told you guys a couple episodes ago, I told you about one of my new favorite books, which is Outwitting the Devil by Napoleon Hill. I told you a little bit about the book and why you should read it. I told you I was doing a podcast interview with Josh Forti where he was going to ask me a bunch of questions about the book. We did that and it was really, really fun, and so I'm going to actually... I want to stream that interview to you guys over the next three episodes here on the podcast, and it's fun. The interview went way different than I thought it was going to go, and so I think you're going to enjoy it. The first part we talked about the book and the story behind it, and the breaking down the doodle and explanation, and the difference between faith and fear, some of the basic stuff. The second episode, we start talking about my biggest takeaways from the book and why personal development is important, and then Josh start asking questions about a time in my life when I used faith over fear and stuff like that. The story that came out, most people probably haven't heard this about ClickFunnels crashing and a bunch of other stuff, and so that episode two is going to be really fun for you guys. I'm excited, and episode number three is about my next book, so that was what the interview was about. It was really fun. It was a little over an hour long, and so we decided to break it up into three episodes for you guys, and so that's the game plan. So this is episode one of The Outwitting the Devil interview with Josh Forti, one of three. So when the theme song comes back, we'll cue that up. You'll have a chance to listen to the first one. Make sure you listen to all three episodes over the next week or so because I think you're going to enjoy it. The first one is really cool because you understanding why I'm so excited about this book, the biggest takeaways, but then some practical application, episode two and then episode three, we'll talk about the new book, why, what we're talking about, and a bunch of other cool stuff. So I'm excited. With that said, we’ll queue up the theme song. When we come back we'll jump into the first part of my interview with Josh Forti. Josh Forti: What's up, everybody! Russell: We're back. We're back. Josh: We are back. Russell: Four months, we're back. Josh: We're back. We're back guys. What is up? Welcome back to another episode of Think Different Theory, I'm going to claim this one, episode of Think Different Theory. Russell: And I'll probably also use it on the Marketing Secrets podcast; we'll use it for both. Josh: That's perfect, a dual episode. Guys. We are back. We were supposed to do this last week, but Russell's- Russell: Circumstances didn't allow it. Josh: Yeah. Russell was in a bad mood. So we have to do this, but guys, welcome back today. I'm really, really excited because we are discussing- Russell: One of my new favorite books. Josh: One of your new favorite books, Outwitting the Devil, which you recommended to everybody, the whole world, what? Like three months ago, four months ago. Something like that. Russell: Yeah. I'm shocked when people read it. If you haven't yet, go buy it on Amazon. There's two versions. I got to share this real quick. He'll share that while I'll tell you guys about this. Josh: Perfect. Russell: There's two versions of it. This one's got Sharon Lechter's notes, one doesn't. I'd get the one with Sharon Lechter's notes and oh, I talk to the camera here. Hey, what's up camera. And also you get the audio book. It's awesome. Because in an audio book, you can actually hear the two voices and one voice is the devil. One's Napoleon Hill. And it's amazing. Should I tell the story about the books? Josh: Okay. So actually I want to do that. I actually want to do this because how I want to open this up is, I want to take it back. Kind of take a step back because you've built Clickfunnels and now I feel like you've gone into kind of this new stage. You start reading a bunch of books and then you like geek out on Atlas Shrugged, and then you geek out on the next thing now we're at this book. So back us up, how did you find this book? Where did it come about? And then let's dive into it because I feel like context is important. Russell: Yeah. So, man, a lot of things. So obviously those who've read any of my books. I feel like I'm done. I wrote all the marketing books, I'm out of secrets. That's it. Trilogy is done. Work is finished. It's over. Josh: Guys, we're done with Russell forever. Russell: But then for me it's like, I don't know. I think in any area of life there's a point where you get mastery and it gets harder and harder to find new things. So there's all these incremental things, but there's not a whole bunch of new stuff I can discover, like oh my gosh, ah, freak out. Josh: Right, something about marketing you've never seen before. Russell: Yeah, so it's harder. And so for me, I'm a learner. I'm always pursuing education ideas and things. And so I started just kind of re geeking out on personal development stuff just because I miss it. I'm trying to think about things in my life. And so I was going through a bunch of different things and rereading a bunch of books I read back a decade ago, like Think and Grow Rich. Which by the way, that's kind of ... This Is the first edition printed Think and Grow Rich. Russell: Josh knows I'm kind of a geek with old books. You guys will see why more in about 18 months from now. We're doing some cool things, but this is first edition Think and Grow Rich. Think and Grow Rich was written by Napoleon Hill in 1937. It's the most, outside of the Bible, it's the highest personal development book ever sold. And it's really, really good. And so I was reading that again and then people kept tell me about this other book. And there's a lot of books. Right here, this is Think and Grow Rich, this is the Laws of Success. I'm trying to acquire a first edition Laws of Success, which is, I was telling you it's insane, expensive. Josh: It's crazy expensive. But Russell's over here, geeking out on all the books. Russell: I love old books. Josh: Actually a side note on that guys, the very first time ... So this is back at, I think it was the first or second offer. I can't remember mind lab mind, the big one. Offer mind you spoke at it and you were coming off stage. And I walked out and it was you and Dave and I like ran up to you as you were getting on the elevator. Do you remember this? Russell: Yes I do. Josh: And remember I was like Russell. And I didn't know you hardly at all this time. We kind of knew, basically, we had had some interactions. I was like, I'm trying to dream 100 you, what's a good gift? And you're like old books. Ding, the elevator door shuts. You're on the elevator, I'm off the elevator. And I was like, all right, that's all I have to go on. Russell: And you sent me some amazing old books. Josh: Yeah. Russell: So, very very cool. Josh: Yeah. Russell: Yeah. And so I just, again, I'm kind of going back through and I'm relearning from Tony again and from other people and stuff like that. But then this book keeps coming up and for some reason the title didn't grab me. I was like, Outwitting the Devil, it sounds stupid. I didn't want to read it. It never even crossed my mind as a book I was going to read. It's not something that I would really care about. And then one day I downloaded it on Audible. I download almost all the books I buy physical copies of- Josh: A hundred percent. Russell: I do it Audible too just in case. And I'm one of those kind of people that when I'm in a mood for something, that's why when I travel, it drives my wife crazy. I'll bring a backpack with like 40 books. I don't know what mood I'm going to be in. Russell: And she's like, why don't you bring a Kindle? I'm like, because like paper and I wanted to be able to hold it and see where the bookmarks at. Josh: Yeah, yeah. Russell: And the same thing is true with Audible. So I just download all the Audible just in case. And so one day I was working out, I was trying, anyway. This is a longer story, but I was trying to buy at the time, it ended up falling through. I didn't get it. But Napoleon Hill was actually one of the original, he wrote for success in 1980. In fact, hold, this is kind of cool. This is Napoleon Hill's, he started a magazine. He actually talks about it in Outwitting The Devil. So he started a magazine called Hill's Golden Rule. This is one of the original, this one is from 1919. But anyway, he was also an author in the original Success Magazines back in 1800, I have a whole bunch of copies, actually 1800's and Napoleon Hill's articles in Success Magazine. Josh: Dang, that's so cool. Oh my gosh. Russell: So I had just gotten some of these things. And then one morning I was working out and I was looking at my playlist and Outwitting the Devil popped up. And for some reason I was like, all right. So I clicked it and it start talking about this magazine, talked about Hills Golden Rule, talked about Success Magazine, which I was trying to acquire the time and all these things. I was just like, oh my gosh. And so the very beginning he tells the story, he's kind of telling the story, I don't really know what I was going to go. He's telling this story about his life. And then all of a sudden transitions to this conversation is happening with the devil. Russell: And as you know, you've read it. Josh: It's so good. Russell: It's just like, I started getting like, oh my gosh. Why did nobody tell me about this before this is ... Let me put in perspective, I've read a lot of personal development books. I love Think and Grow Rich. This is so much better than Think and Grow Rich. Josh: It is, I agree with that. Russell: And, do you want me to tell the story behind or do you want to tell? What's the... Josh: Full behind... Russell: Just what the book is, where it came from. This is an amazing story. Josh: I just want to pass it over to you because I have questions about it. So I want to kind of hear things from your perspective here on this thing. I think a lot of people do as well. It's funny though, because when you put this on, gosh, I kind of picked up reading halfway through last year. I made a public declaration when I graduated from high school, I literally, I bought a pickup truck. Russell: I don't read anymore. Josh: And I put down the tailgate, I got up there, I stood up, I held my arms there and I literally yelled audibly out loud. I will never read another book ever again, outside of the Bible. Literally I was so done with reading my mom made us do all this reading in high school. Right. I was like, I'm so done. And thankfully that's not the case. Russell: Do you know what that reminds me of? I got done wrestling my senior year in college and after my last match. I've publicly said I will never run again. And then I gained 60 pounds, now I run. Josh: And now you run. Yeah. Russell: We had a similar experience. We were like- Josh: We'll never do that again. But six months into last year I started picking up reading more or whatever. And actually I've been averaging three books a month this year, which is freaking awesome. But, I'm halfway through. I can't remember what book it was. I see on your Instagram story. And you're like, everybody read this book. Russell: Every chapter, it was like, oh my gosh. Josh: Right. So I immediately go and buy it. And as soon as I finished the next book, I read the whole thing. And I think I read it in two sittings, right? Like the whole day I was like, oh my gosh, this is so good. So I do. I want you to kind of break it down for those people out there that don't know what it is. It is a story of Napoleon Hill interviewing the devil essentially. So I have a lot of questions just after you kind of explain the context of it all, but why don't you just kind of give people some context around what that is. Russell: By the way I spent last little while trying to take the entire book and put it into a framework like I do. So that's what this is back here, we'll talk about this. And some of the things… Josh: We have this here too. Russell: That hopefully serve as a framework for you guys. If you decided to read, here's some stuff to help. But, okay. Russell: So there's the story. So Think and Grow Rich was published in 1937, the next year. And if you've read Think and Grow Rich, there's times in here where he's like having conversations, people would pass away. People died, he's thinking about them and having these, in his head, these conversations that they come into the book. So it's pretty cool. So in 1937, 1938 he writes the manuscript for Outwitting the Devil. Josh: Yep. Russell: And so it's a year later. And the premise of this is literally, he talks about, I don't know if this is a little interview or if this was a physical, just something in my head, but this is the conversation I had with the devil. Josh: Yeah. Russell: And it's less of just an interview, but more like he's putting the devil on trial. He's on trial and he's like, you have to answer my questions. These are my questions. Josh: And the during this time, the devil, I can't remember how he explained it in the book, but the devil is forced to have to tell the truth 100% of the time. So any question that he asked him, he cannot lie. He has to be able to tell the truth. And that's one of the questions in there is he even says, it doesn't matter if you're religious or not. It doesn't matter whether you think it's a metaphor or whether you think he actually sat down and interviewed the devil. No matter what it was, the principles still reign true. Which is why I love the book. And you basically take that element out of it. Don't let that belief get in your way, still read the book. So, yeah. And 1938 is when he wrote the book, but didn't get published in 1938. Russell: Yeah. So imagine, this is one of the coolest stories ever. So 1938, he writes the book and in the book, he actually talks about the devil's like, if you ever publish this, it'll destroy your life, it will destroy your family it will destroy everything, because all the people fighting against this are going to destroy you. And so he finishes this book a year after Think and Grow Rich, has the manuscript. And he's so scared. He never actually publishes it. So he ends up dying. I think in '78, I believe. He passes away. His wife, second person gets the manuscript. She reads it. And she's like, I'm not publishing this. Josh: Yeah. Russell: She refuses to publish it. Later, she passes away. Napoleon Hill foundation gets the book. It gets to them, they read it and they're like, oh my gosh, this is probably the best thing he's ever written. Russell: And then they actually contacted, this is cool. I talked to Sharon Lechter last week. So I called Sharon Lechter. She's right here. Says- Josh: No way. That's awesome. Russell: Right here. Sharon Lechter. So she was probably the fourth person to ever read the manuscript. They sent it to her, what do you think we should do with this. So she says she got it. She sat down and she was reading it. And she's like, this is one of the greatest things ever published. If you don't know Sharon Lechter. She was the one who helped with all of the Rich Dad, Poor Dad books. She was the CEO of the company for a long time. She helped build the biggest financial education company on the planet. And now she's coming over here to this mission and she takes his book and she's the one who takes it, gets the manuscript ready for print. Inside of here's got her notes, which is kind of cool. Her notes taking it from, it was published back in, the last big crash what were the two- Josh: Eight, yeah. Russell: 2008. So she's sharing things in here and how they relate back then, which is kind of cool. But anyway, so she published it. Josh: And it's in the audio book as well, she kind of goes through and comments. Russell: She jumps in. Josh: There's a devil's voice. And then there's Napoleon Hill's voice. And then there's her kind of commenting, which is actually kind of cool through the thing. Russell: Yeah. Josh: Yeah. Russell: It is kind of cool to make it natural or make it kind of tied to the time. But I think even nowadays, a decade later, whatever, it's even more- Josh: Well. Russell: Applicable. Josh: And that's, what's crazy is you read the book and if you didn't know that it was written back in 1938, you'd be like, oh, he's totally talking about right now. Russell: Yeah. Josh: You have no clue he's talking about- Russell: Because some of the references he's talking about Hitler and Mussolini. All of these people and we're like, okay, well, the dictators nowadays are different, but that was who- Josh: Right. Russell: The things that were happening. Josh: Yeah. Russell: Right then in time. Josh: Yeah. Yeah. And just the craziness of fear and economic turmoil and depression. I'm like, huh. Sounds like where we're at now. So anyway. Russell: So that's, the cool story about it. It's just this book that this manuscript has been lost for generations from literally the best personal development author of our time. Josh: Yeah. Russell: And to bring it back. I was just visualizing myself as Sharon Lechter reading that original. Can you imagine just reading the manuscript and be- Josh: Being the first part of the third or fourth person to ever read it? Russell: So insanely cool. So anyway, that's kind of the backstory and then you get into it and it's fascinating. So that's the story behind the book. Josh: That's why you guys have to read it, how cool is that? Yeah, it's super, super cool. And kind of what I'd love to do, I want you to go through, because I think this is important. For the sake of time, I mean, we could probably talk for four or five or six hours on this book. But for the sake of time, the time constraints, I think this summarizes the book super well. Josh: And so I'd love to go through the book. I'd love to see your interpretation of the framework and kind of explain it. And then, it's funny because whenever I go through personal development books, you see everything through the world of funnels and marketing and things like that. I cannot read a personal development book without looking at whether or not the fundamental principles of it are true or what they align with. Right. So they align with Christianity or Atheism or whatnot. So I have questions about, because I'm a huge fan of the book. You're a huge fan of the book. Right. But there's some certain things in here that he talks about that I have questions that I'd love to know your opinion on. So I think if we go through and kind of talk through the overall context of the book here and then kind of pivot towards that towards the end, I think that would be awesome. Russell: Well, one thing to just kind of address that before we get too deep into it. Because I know a lot of people have this fear of reading, anything of what if I don't believe it. Well, I'm not this belief therefore, I can't. And I'm such a big believer in there's truth in most things, I think there's truth in all things. And I can read something and be like, oh my gosh, 97% of this, I believe spot on. 3% I don't really agree with, but I can still appreciate the 97% and love it and enjoy it and be grateful for it. In fact, I do the same thing in my personal relationships, I can talk to somebody I don't agree 100% with. And I still like them afterwards, which is something I think our world needs to learn how to do better. But. Josh: Yeah, even if you lose Bitcoin bets. Russell: Hey, now. Let’s talk about frameworks… That's 3% of him I can’t stand right now. Anyway, okay. So the way my mind works, when I read it ... So I read the book first time and I was just in this whirlwind of, oh my gosh, there's so many things. And I was re listening today as I was working out, trying to ... This is a framework, but there's so many levels and layers and things go deeper and deeper and deeper. So the first time I listened to it, I was just kind of overwhelmed because there's so much good stuff. Russell: And the second time I was going through it, I was like, okay, if I was trying to doodle this to explain to somebody what's the overarching- Josh: Yeah, what's the promise of the book? Russell: The framework. Josh: Yeah. Russell: That's just kind of the way if you've read any of my books, that's how my brain works. I read like 30 books and from there I'm like, okay, this is what I think they're saying. So this is kind of the premise. I'll walk up to the board and kind of show you guys this. But the basic concept is all of us, me, you, anybody. Right. We have a decision comes to us and we've got two choices every single time. And that's kind of where this whole thing starts from. So should I go over there? Josh: Yeah. Yeah. You take my mic too. Russell: Okay, I'm taking mic. So I know you guys can't see this perfectly and this is going to be the words they're all small, so I'll kind of talk through it and hopefully that'll work. So here's me or you. And this is us and we have decisions come to us. They come to us. Am I audio right here? Can you hear it? Cool. So we have decisions all the time. So the biggest thing is, if something comes to us, we can make decisions based on one or two things. Right. We're either making decision based on faith or based on fear. That's it, those are the two things. And obviously, especially in the last year, we've noticed, I think that this has been amplified. Where do most of us make our decisions? I think the way you'll find is that people traditionally make their decisions one way or the other. Russell: Either they make all their decisions towards fear, or all of them towards faith. And so that's something start thinking about personally yourself, as I start thinking about when I'm making decisions, am I doing them through fear or through faith? And I feel like people, not a hundred percent, I think you tend to favor one of these. And it's important because when you start understanding Satan, how the devil is using these as tools, it starts helping you think, I got to start making my decisions differently or else I'm doing what he wants. So I'm going to start on the fear side. So his initial goal is to get people to make decisions based on fear. If he can get that, you become what he calls the drifter. So drift or somebody who's drifting through life- Josh: I'm going to stop you really quick. Russell: Yeah. Josh: Really quick. I'm just going to take my mic back really quick. I think one of the things I want to just cover here really quick, is kind of the premise of how this, even before we dive into this, how this came about. Because in the book, basically Napoleon Hill asks the devil. He's like, Hey, listen, I want to understand what you, as the devil are doing to try to control people. Because in the book, one of the things that he claims, and I guess you have it up here, the 98%. Is that the devil controls 98% of people on the earth by getting them to do drifting, which we'll talk about here in a second. Right? And so the whole premise of this book is basically Napoleon Hill is interviewing the devil and getting the devil to explain how the laws of the universe work and basically how the devil is using those laws of the universe to pull people towards him. And then he also draws contrast of that, of how God uses them to draw people towards God. And so it's basically understanding the laws of success, the laws of the universe, how they work and it's, what is it? The secrets of freedom and success. So if you understand he's asking questions with the specific intention of trying to figure out how the world works, how the devil is using those, and then how we can use those things to ultimately have success if we can figure out how they work. Is that? Russell: Perfect. Josh: Good. Yeah. Russell: Cool. Thank you for adding that. That was awesome pre-frame and I think that ... Hope that works. When you understand that it's like, that is this that's the war we're in every single day, right? I mean, it's every movie. Right and wrong, good and evil. Right? That's the fight. Right? And so the devil here is showing, this is my playbook. This is how I get people to come to my side. And so his side, he calls them drifters. Drifters, people who are drifting through life. They're not ambitious, not doing anything. There's kind of there. And when you're a drifter, he controls you. And he said, 98% of the population he controls by getting them to drift. The first thing does that by initially, decision comes, you act in faith or act in fear. If you act in fear, you are moving down towards being a drifter, okay. Now he starts going through what are the most effective ... Ugh, so good. So many good things. But so he said, how does he get people to act towards fear? So he's like, these are my six tools. I have six tools. Off camera: Are we good on volume? Russell: Is the volume good? Do I need to yell louder? Okay. These are the six tools, the most effective tools I use. I have to get people to act towards. So the first one is poverty. If you can get them to fear poverty, oh, if I do the thing I might could be poor. Then I'm going to be fearful instead of having faith. And, I don't care if I'm poor, I'm going to go for it. Right. So he gets people to fear through poverty. Through criticism. How many of you guys have had a decision to make, and you have fear. Oh, what if people criticize me? That's one of his tools, right? Health. Ah, I don't know if I can do that. Because I'm not healthy enough. Loss of love, old age and death. So those are the six most effective fears that the devil uses that get you to take fear over faith. And he said of those six, the two most powerful are poverty and death. He can get you to be scared of, I'm going to lose all my money. I'm going to be broke. Or, oh, if I do that, I might die. Or, I might not... Those things. Those are the two most powerful tools. So that was really fascinating for me. I look to that because I have so many times in my life when I have decisions, I am scared of criticism or I'm scared of loss of love or whatever those things might be, right. Entrepreneurship. How many times you trying to gamble everything. If you're scared of poverty, right? Then it's like, ah. In fact, I have entrepreneurs all the time. This is a conversation I have way more often than you would think where they're coming to me. And they built the business to a certain point and they're stuck and they're so scared. And the thing that I always had to come back to them, what's the worst case scenario? Because there's a spot where they're so fearful. They can't act and they can't make decisions. They can't do anything. And they just are frozen and they start shrinking right there. You see them going from people who have the presence to be able to take action. Do things. These people are stuck and frozen. And I literally, my conversation I have over and over and over again, it's like, well, what's the worst case scenario. Because if you're not okay with the worst case scenario with poverty, with death, these things. If you're not okay with those, there's no way you're going to have faith to move forward. You have to break yourself of the worst case scenario. And so I see this in my own life. I see it in so many entrepreneurs, coach, I see this as the cycle for them getting to fear. So everyone take a personal reflection. Which one are the ones that you're most afraid of, is it poverty, criticism, ill health, loss of love, old age or death. Josh: And I'm actually just going to stand up here. Because I think it'll be easier. And one of the things that... So what he's trying to do is he's trying to use one of these six things to get you to become a drifter. Ooh, we just moved the screen. That's the key thing. And I'm looking at this camera here. Okay. That's the key thing that he's trying to get you to do is the devil wants you to become a drifter because if the opposite of being drifting is, and it's the characteristics of a non drifter over here, is you have definitive purpose. You have mastery over self, you have a learning from adversity, controlling environmental influence, time, positive thoughts over time. And then thinking through plans before you act on them. So if you have those things, that's the opposite of being a drifter. If he can get you to drift, then you don't have definitive purpose, then you're not actually going after anything. Then you're not going to be able to have control over it. And then he has control over you. And that's the comparison that he keeps drawing in the book, right? If he can get you to drift, then he has control over you. But if you're not a drifter, then guess what? Then he doesn't have power over you. And then you're ultimately going to have success and freedom in life. And so, these are the things that he lays out in the book and it's like, okay, look, if you choose to be a free thinker, if you choose to be someone who is like, this is what we're all about. Has control of your mind. You're going to come into this spiritual, mental, and physical freedom category versus the drifter category. Russell: Yeah. It's amazing. And yeah, I think what... In fact, I almost called this column here, definitive purpose. Because it's so in fact if you read Think and Grow Rich, he talks to the whole chapter about definitive purpose. People who say, this is the thing I want going to go through it. I'm at a definitive purpose. No matter what happens, no matter what obstacles, trials I'm going to go get the thing that's definitive purpose, right? Again, that's the big premise of Think and Grow Rich. And here he comes back to it. Again, I almost made the title of this, but it's not- Josh: I think it fits better. Russell: It does. But it's not an opposite, where this is freedom versus drifting is the opposites. And this is what it actually says in the book. Josh: If we just summarized it as one word drifters versus freedom. Russell: Yeah, yeah. Spiritual and physical freedom. Yeah, because freedom of mind, this whole thing is he trying to control the mind if you control your mind, you win. Josh: Yeah. Russell: And so, yeah. The definitive purpose, that's the number one characteristic of a non drifter is definitive purpose. Right? So, you're coming here. I'm an act. And you're like, oh, I got fear. I got fear. What if, what if, what if they criticize me? And you don't act. Where here you're like I've got definitive purpose. This is my mission. This is the goal. I don't care what happens. I'm going to go for it and you just go for it. And that's where you're acting in faith. I don't know the path. I don't know where I'm going, but I believe in my skillset, I believe in my mission. I believe in my calling. I'm going to go and you start moving and eventually you show up and you end up over here. Josh: Yeah. Russell: So anyway, and then these other ones are all amazing. We can go deeper, but. Josh: Yeah, we can go deeper. And I think we can hold this. This is the same thing. Right? Russell: Okay. Josh: So we can hold up there? Russell: All right. Josh: And that way we can get kind of back to poor Brandon's over there. Brandon's over there like, yeah. Russell: You're ruining my mic. Josh: Yeah. So one of the things I want to dive deep down in on this is specifically on here, you have this thing called hypnotic rhythm. And if I were to do this, as an overview, it's basically, there's a human and then there's the devil. And then there's God, this is basically how he describes it in the book. Right. There's the devil and there's God. And there's the human and the human is going through life and there's the devil pulling for him and there's God pulling for him. Right. And then that person has the choice. Russell: It's like two angels, devil on your shoulder Josh: Yeah, pretty much. Right. And then you have the choice to either choose faith or choose fear, which is why, one of the things that I've been so adamantly kind of fighting right now is, don't live in fear. Why is anybody fearful of anything? And I know that's easy for me to say, because I'm not afraid of death. Right. And that's literally one of the top things that he uses to control the mind. Right. And you look around the world today and everyone's so afraid of dying or it's like, who cares? Whatever. I know where I'm going when I die. But, that's one of the things that I've been fighting so strongly. So, I have a fear and I become a drifter or I have faith and I become someone with definitive purpose and I have freedom ultimately in my life. But there's this thing underneath that is kind of the core crux of what ultimately keeps us there. And it's, I actually have notes on it, but it's this thing called hypnotic rhythm. Russell: It was interesting because he talks about hypnotic rhythm after he talks about drifters. And he's like my goal is to get them into hypnotic rhythm. He says that if you go from routines to habits you have, it's going to be habitual. And they're habitual, they become hypnotic rhythm where you're stuck in this cycle. And he says is that how you control the drifters. That's how the universe controls everything. Josh: Yeah. Russell: Positive and negative. That's why, if you look at the bottom here, it's got the little whirlpool at the bottom for hypnotic rhythm. It's the same thing. So if you have good habits and you're doing things, do you get a spot where eventually it's a pattern that you're just stuck in. It's easier to stay in the 2%. If you're in the 98%, it's easier to stay there too. Hypnotic rhythm serves all things. Josh: And that's the thing I think is so interesting about it is the way that he explains it is hypnotic rhythm is the thing that keeps the world in harmony. Right? And one of the quotes out of the book that I wrote down is nature, which in this particular case he's talking about nature in the form of hypnotic rhythm. "Nature is not interested in morals, as such she is not interested in right or wrong. She is not interested in justice or injustice. She's interested only in forcing everything to express action according to its nature." Right? So when you go into hypnotic rhythm, either positively or negatively, you get into the rhythm of nature, right. And nature is interested. And if you look at it purely from an objective standpoint, he's saying that nature is only interested in making the thing, the object, in this case you do what has been designed to do. So if you're choosing to be in hypnotic rhythm in the spiritual freedom side of things, nature is going to keep you in that. And that's why, it's almost rewiring your whole brain and your whole life for success. It's why successful people continue to have success. And it's why non-successful people do not have success. And I think understanding that and understanding that hypnotic rhythm is, I almost like to think of it as the subconscious mind. Right? Once your subconscious mind goes into the hypnotic rhythm to just do the same thing over and over and over again, it's very, very difficult to escape that. Russell: Yeah. And you see it happen in your life all the time. There's times in my life, when I was wrestling where I had so many routines, so many things where that structure in my life was just, it happens on autopilot because that was what I did. Right. And so it was perfect. I didn't have to everyday figure out, how am I going to be successful? How am I going to have definitive purpose? It become part of me. Right. Josh: Yeah. Russell: It’s something in business, or other parts. I think that it's true. We get these patterns, these ruts, these things, wherever it is. Either positively or negatively, but that's the hypnotic rhythm where that's the goal is to get in those. But in the positive side, not negative side. Because you see it's a downward spiral. Josh: Yeah. Russell: Right. Upward spiral positively or downward spiral negatively. But if you get into hypnotic rhythm, that's the thing that keeps you in that spot. Josh: Yeah. Russell: Does that make sense? Josh: Yeah.
Here’s a trick to help you get more stuff done. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, I am streaming from you, from the top of Boise. Literally, I'm in the penthouse looking over Boise. And this is where I come when I am writing. And I don't know about you, but when I have big projects, sometimes my mind tries to do everything possible to make sure I don't do the thing. And so, I want to talk about that today, what I'm doing, some of my thoughts and some of my struggles. And hopefully it'll make you guys realize that you're probably just like me. All right. Hopefully this helps get you guys to get more stuff done. And with that said, we'll cue the theme song and then I'll be right back. All right. So, the last time I was doing this, I was in this penthouse. I was writing the Traffic Secrets book, which is crazy. And I would come up here for multiple days at a time. I'd lock myself in here and I would just write like crazy. And right now, I'm finding myself under similar deadlines. I thought with this book, I was going to have one more time. So, those who already know, I'm writing book number four. This is my first personal development book ever. I'm really excited for it. It's everything I've learned in the last 20 years put into doodles. So, if you like my doodles, hopefully it'll help make all these things make more sense to you. So, I'm excited for it. But I found, and I wonder if ... I think we're all this way. I definitely know I am. But when I have something I need to do, right? Even if it sounds cool at the time and I'm excited about it, my brain ... As I start doing the thing, my brain's Like, "Ah, this is painful. I wish we were watching TV. We should be eating candy. We should be doing something else." Right? And so, as I sit down to start typing, I get energy, excitement. I sit down and as soon as I start typing, my brain's freaking out, looking for anything possible. Like, "Ah, there's a TV. Ah, there’s outside. A bird just flew by. Oh, your phone's ringing. Oh, you should turn on some music. Oh, you should check your email. What happens if Facebook, somebody dings you? What if someone texts you?" All the things, every possible distraction my brain starts screaming at me, like bloody murder, trying to get me to not do the one thing that I got to actually do. So, my first question is, do you guys feel that way ever? Do you have something you're like, "This is so important, I must do it." But you have some kind of pain associated with it in your mind. So, as you start getting closer and closer to actually doing the thing that you need to do, man, it's like everything possible around you starts flying around, trying to stop you from doing the thing. If so, you are in good company because it happens to me too. And so, I'm going to share some things that have helped me. And again, I am so far from perfect. I'm in the middle of this right now. I literally recorded this podcast and my brain's like, "Oh, you should record a podcast. That'd be way less painful than actually writing." So, I'm literally being a bad example by doing this podcast, but hopefully it'll help get me back to work as well. So, a couple of things I found. When I have to get something done, if I'm in my ordinary situation, right? If I'm at my office or if I'm at my house, somewhere where I'm there a lot, I know what the distractions are, right? I know that my wife's outside or my kids are outside. I know where the TVs are. I know ... It's so familiar, I know quickly every single distraction. I’m at the office. If I’m at the office, there's a million people I can talk to. There's always something I can do to not do my job, right? There's something exciting I can share with Dave, or I can go talk to Brent, or I can tell Melanie something. There's always something that I can do to distract me from doing the thing that I got to actually do. And so, because of that I'm in this space and I'm used to those interruptions, or I'm used to things. And on top of that, people see me, like, "Oh, Russell's here. Let me ask him a quick question." Right? It pulls you and derails you off this thing. And so, a big part of it, for me, is I have to literally shift my environment. This is why I flew ... Not flew. I drove down to the penthouse, I'm here and I'm by myself. It's lonely. There's nobody else here. It's just me and my thoughts. And so, first off, it cuts off 10 levels of potential distractions. Okay? So, that's the first step. The second step is, for me, I have to find rewards of things I want. Like, "I want to listen to this thing. I want to watch this show, or I want to eat this thing or whatever." And I have to have those things and I cannot give those to myself, right? These have to be the carrot to get me to actually do something, right? So for me, for example, is 11:00 right now, I'm starving. I want to eat breakfast this morning and I said, "If I eat breakfast right now, then I'm going to feel really good. And I'm going to go ... I'll just ... " There's no carrot. So I was like, "Okay, I'm going to eat, but I can't eat until this chapter's done." And then my brain's like, "But the chapter, it could be really long," and all the things. I'm like, "I know, but if you're hungry, you got to figure this out." And so, I was like, "Ah." And so, finally, I sat down ... And at least for me with writing, it takes a minute for me to get into flow state, right? Sometimes it takes 20, 30, 40, an hour for me to be able to get to the spot where I'm writing, right? I'm thinking, I'm analyzing, I'm trying to think about stuff, I'm researching. I'm trying to find stuff. And then I start writing and then I can get into the zone. And then it's like, "Okay, now I'm in the zone." So, then I start writing as fast as I can, right? And I'll be like, "Okay. As soon as I get to the end of this, I get my reward. I get to go eat lunch or breakfast or whatever it is and I'm so excited." So, I'm writing, I'm writing. I'm going as fast as I can. And I'm in momentum now, right? So, that's the next thing, it's like tricking yourself with these carrots to get you into momentum, right? And then when you're in momentum ... I can't remember who it was, some writer that I was following said this, and it was really, really cool. He said that if you end your writing ... If you end at the end of a chapter, then it's this is ending point, right? And then the problem's like, "Oh, I'm done." Then you go and you do your thing and you reward yourself. Then you come back and you're like, "Ah, how do I get back into this?" Right? Into the next chapter, the next project, the next video, whatever it is. And so, it's starting all over again. So what they recommended was when you get to the end of something, you don't stop, you start the next chapter, right? You write the first three or four paragraphs where there's still momentum, where things are happening. And then when you stop, it's like, "Oh, I know where I left off. I can pick up a lot faster than going through that whole exercise of spending 45 minutes to an hour trying to figure out what you're going to talk about and get your mindset back right. And getting into the spot." Right? So, you're starting the next part of the process, the next part of the project and you get part of it done, so that brainstorming session you had was ... Happened while you're in momentum, it's going to be faster and then you can pick up faster when you come back from eating breakfast, or your activity, or whatever the thing is that you reward yourself with. So, that's kind of cool as well. So, those are some of the core things I'm working on right now. So, literally I just finished the chapter. I got the next intro written and now I'm like, "maybe I can come eat." And then I'm like, "I'm going to reward myself by doing a podcast real quick and eating." And all these little things real quick, knowing though that I got to be back up in 20 minutes and I got to pick up where I left off and I got to do another two hour sprint to get to the next chapter, because I have my next reward after that. And then I've got one more tonight and then I'm done and I'm going to head back home and go be with the kids, which is the ultimate reward. So anyway, there's some tricks. Again, it's not a flawless system. It's not perfect. I'm still struggling, but they're some of the things that are helping me. And so, I think for any of you guys who are like me, who have the ADD, like, "Squirrel, there's a squirrel over here. No, right here and over here." These are some tricks that will help you actually get your projects done. Change your environment, get away from your normal world, right? Some people will go to a Starbucks. They'll go to a library, or they go to the park bench. If that's what it takes, go there, right? Some people come in early in the day. They come out late at night, when everyone's asleep or whatever. Figure out what it is that you need to go to be able to do that is number one. Number two, get yourself into momentum, right? As quick as you can. When you're in momentum, you're going to get more stuff done. And when you're in momentum, keep working through it, right? Oh, and give yourself treats, or prizes, or something at the end of a momentum session to make sure that you actually get to it. And then again, don't end on the end of a chapter or the end of the project. Start the next ones, so that way you're able to keep moving forward. So, there you go. Hope that helps. With that said, I'm going to pound my breakfast real quick and get back to work on this book so someday, hopefully you guys have a chance to read it. So, that's my goal. That's my plan. I appreciate you all for listening and we'll talk to you all again soon. Bye, everybody.
One of my favorite principles from a book called “Outwitting The Devil” by Napoleon Hill Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to talk about one of my new favorite books and something cool I learned in it that I'm doodling for a book that I'm writing and I just got to brain dump it so hopefully you don't mind. Let me share some cool stuff with you right now. All right. So the name of the book is Outwitting the Devil by Napoleon Hill. And if you have not read this book yet, it is insane. Kind of the story behind it, Napoleon Hill wrote this back in 1930s and it was about a conversation he had with the devil about how he can like tempt people and get them to fail in life, which is really, really fascinating. And we don't know if it's a true conversation or just something he made up, but either way the book is insanely good. So he finished it in 1930s, a year after he wrote Think and Grow Rich, and then he didn't feel like he should publish it. He was scared. In fact, in the book, it talks about the devil's like, this is why you shouldn't publish it, why you're not going to publish it and all these things, which is kind of crazy. So he never published it. Then he passed away and then his wife got it and she read it. She's like, "I'm not publishing this." So she didn't publish it. Then when she passed away, it went into the hands of the Napoleon Hill Foundation. And a couple years ago, somebody found it and read it and was like, this is really, really good. And so they called up Sharon Lechter, who I had a chance just recently to talk to her and get to know her, which was really cool. Sharon is the one who was kind of like the co-author and the CEO for a long time of the Rich Dad Poor Dad brand. So if you've heard her name before it's because every one of those books is co-authored by Sharon Lechter. So anyway, when I found the book, she's the one who put this whole book together. So I had a call with her last week and she told me that they called her up and said, "We have this manuscript. You should check it out." And she's like, "I was the fourth person to ever read it." I'm like, what? this is the craziest thing in the world. So she read it and they decided to publish it. She put all the work in to get it manuscript live and they launched it. Now, I believe it's in 40 languages, she said, which is really cool. But for some reason, I never read it and I wish I would have a long time ago, but it's amazing. And so in the book, it starts off with Napoleon Hill kind of telling the story about how he got to the certain spot in his life before this conversation with the devil. And the first couple of chapters were kind of slow because it's him telling the story. They're really good but it's all leading up to this conversation. And a lot of things he talks about earlier, are essential for the conversation to actually make any sense. He meets the devil. He's in this like courtroom with him and he has a chance to interrogate him and the devil has to tell him anything he asks. So he starts asking all these things and it is so fascinating. So, my brain works in doodles. So as I'm reading his book, I'm doodling out the concepts and the principles and how they fit and where they tie together. And anyway, I'm going to be having a chapter in my new book that goes deep into this. So you guys will have a chance to see my doodles some day, but for now I want you to visualize the doodle. Basically, there's this person in the very top, and there's two choices they make, either faith or fear, right? Every time something happens to us in our life, we're going to choose faith and just move forward in faith, or we can have fear. And those are two opposite things, right? And those are the two choices. So everything's tied to either faith or to fear. And so I have a little arrow going left to faith and right to fear, kind of diagonal. And in the book, the devil says his goal is to get everybody to become what he calls drifters. He says that right now he controls 98% of the population of man and they're all drifters, right? So a drifter is somebody who is not pursuing things, not doing the right things. And the other side, the 2% of the people are people who have what he calls definitive purpose. They have a purpose, they have thought, they know what they want to do, and they're executing, trying to achieve that thing. Okay. So those are the two things. If you follow fear, you become a drifter, like 98% of the people. Or if you follow faith, then you were in the 2% who followed definitive purpose. Definitive purpose is like you have a goal, right? I want to do this thing. I want to accomplish this thing. I'm going towards it. I'm trying to get it. I'm trying to achieve it. I'm trying to do this thing, right? So that's the direction. And it's interesting is like, when somebody does have definitive purpose of the 2%, in the books they're talking about, here's the things he does to get somebody from this thing where they have definitive purpose, whether you are using faith, how do I get them to become a drifter? He has all these tools. One of the tools is when someone's got to finish a purpose and they build a business and they make money, first thing he'll have them do is eat a whole bunch of food because they eat a bunch of food, they get tired, they're less likely to work hard and it's very easy at that point to get somebody to become a drifter. So that's one example. He has a whole bunch of different examples of things he uses to get somebody from the side of faith to the side of fear, which was really fascinating. Okay. Then on the fear side, he talks about all these different things he does to get people into fear, right? And so it's interesting. He says, there's the six most effective ways he gets somebody to have fear. So the fear of poverty, the fear of criticism, the fear of ill health. Number four is the fear of loss of love. Number five is the fear of old age. And number six, the fear of death. He said that the two most powerful tools he has to get somebody to have fear are poverty and death. If you can get somebody to be afraid of poverty, then you can control them. He can get them afraid of death, he can control. They said but the two things that are most powerful in actually controlling people and keeping them in fear is number one is poverty. So if I keep people broke and poor, then I can control them because now there's so many fears like, oh, I can't do this. I can't do that. Because when you're in poverty, you don't have the ability to go and do a lot of things, right? So it keeps you in a state of fear. And the other one is ill health. If you're not healthy, then you're in a state of fear all the time too because you're not sure how your body's going to function and you're unable to do things and stuff like that. So those are the two ways he actually controls people and keeps them in fear through poverty and ill health, the two most powerful things he has. And then he talks about the habits he creates and it's really cool, but all these things he does to get somebody to first off, initially make the decision of fear. And then from there, how he ties those things and locks you in so you stay a drifter for the rest of your life. And that's kind of the premise of this book, right? Is you got two choices, have faith and pursue things with definitive purpose or have fear and become a drifter, right? And like I said, in the book, the devil says 98% of people, he has control of, they become drifters, which is crazy. And so that's kind of interesting as I diagram that and start mapping out, well, for me, one of the things I needed to make sure I'm not acting in fear. How do I act in faith? How to make the correct decision, right? And as I started looking at this graph, it's like, here's all the things that he's trying to do to get me into fear, to make me become a drifter. Let me look at the opposite side. How do I act in faith? How do I make sure I have definitive purpose? When I do have success, how do I make sure I don't slide back over and become a drifter? How do I keep pursuing, keep progressing? And things like that. It's really fascinating. And then in the book it talks about this thing that ties the universes together. He calls it hypnotic rhythm and this where people get into. It's like when you get into hypnotic rhythm, it's hard to get out. And so at the bottom of this graph, I kind of drew, it looks like a big whirlpool. It says hypnotic rhythm. That's working to keep you where you're at. And he said the hypnotic rhythm works on both sides. He said if you're someone who has definitive purpose, the hypnotic rhythm that becomes your routines and your habits and your things that, after you've got those things in place in your life, they become hypnotic rhythm. And typically you'll stay there, right? Or if he can get you to become a drifter over there, hypnotic rhythm is going to keep you there. So hypnotic rhythm serves both sides. It's just, what are the habits you have? You have the habits that are keeping you unhealthy, they're having you struggle, all these things make you become more of a drifter. Those habits will become hypnotic rhythm and you'll stay in that whirlpool for forever. Or the opposite is true as well. Where if you act in faith, if you have definitive purpose, and you're doing these things, that hypnotic rhythm will stay with you and it's easier to stay there as well. So anyway, it's super fascinating. I can't wait. When my next book comes out, you guys have a chance to go deep and see my doodles, but for right now, I would highly, highly recommend going reading Outwitting the Devil by Napoleon Hill. It's just an amazing book. And I would recommend if you do listen to the audio book, because the audio book, the guy who plays the devil, his voice is really, really cool and you have a chance to hear him debating back and forth with Napoleon Hill and it's pretty cool. Anyway, so that's kind of one of my fun things I'm working on right now is just diagramming this concept and these principles to be able to include in my next book. But it's amazing. So Outwitting the Devil is awesome. I know a lot of you guys are listeners who've read C.S. Lewis. I have not read C.S. Lewis' books yet, but I know that there's, I think a couple books actually, like The Screwtape Letters where it's kind of a similar premise where it's how these devils, how they try to convince people to do what's wrong. And it's kind of written in that same perceptive or perspective, sorry, the same perspective, as opposed to like here's all the things to do right. It's like, well, what does Satan, what does the devil, what's he trying to get you to do, right? And anyway, it's just fascinating. So I love the book. Highly recommend it. So there's something good to read. Read that book but look at it through that lens of like, okay, I want to learn how to protect myself, right? How do I keep acting in faith and stop acting in fear? How do I focus on definitive purpose? How do I move forward until I've gotten spot where I'm in hypnotic rhythm, where I'm not going to break free from it? And what are all the tools the devil's going to use to try to get me to become a drifter? And if I'm a drifter right now, what things do I need to prepare myself? How do I break free from this fear and these things and get back to a state of faith, get back to the state of faith, get back to a state where you're focusing and you're moving with definitive purpose? Anyway, super fascinating. And I hope that you guys enjoy it. In fact, Josh Forti is going to come out next weekend and we're going to do a podcast interview on this. And so I'll probably go a lot deeper into it, but this will be the preface for you guys. And you have a chance, I'm sure we'll post the Outwitting the Devil podcast here in a couple weeks, you have a chance to hear me and Josh dive even deeper. So you got a little window now between you hearing this and that next interview to go and read the book so you can come back and we have an intelligent conversation about it, have some fun. So that said, go read the book. And then in a couple episodes from now you'll have a chance to hear me and Josh go deep on this concept. So there you go, guys, appreciate you all. Hope you have an amazing day and we'll talk to you all again soon.
I answer this great question from our community: Is it possible for multiple entrepreneurs to work together effectively, or is it better to hire a talented team of people to execute your vision instead? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today, we are taking some questions from some of our listeners, which I'm excited for. So the question we're going to talk about today is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur or leader and build a team of talented people to execute on their vision? So, I got some examples with this and I'll share it when we get back from the theme song. All right, everybody. So the longer you do podcasts, the harder it is to come up with new ideas. So we started asking our audience and you guys, what kind of things would you like to hear about? What questions do you have? And we got a ton of them back. So I'll start sprinkling these in more often and the stories behind them, and hopefully it'll help you guys on your journey. I also feel like I'm getting close to really upgrading the Marketing Secrets experience. I have some ideas and things I want to do and create that I'm pumped for. And so, anyway, those things will be coming soon. So as a faithful listener, you will be on the front lines of some amazing, amazing, cool things. All right, so the question, let me restate it. And this is in context to, a lot of you guys saw the project we did at And so, obviously it was me, Dean, and Tony, initially. And obviously, Tony used his face and his content and everything, but it was really me and Dean Graziosi who were running that business initially. And then if you notice now, the new launch is coming up, you'll probably notice that my face isn't on it. And a lot of people have been asking, "Wait. What happened? Did you get in a fight with those guys? Are you still working on it? Are you not part of it? What's the whole process? How's it all working?" And then the question that came tied to that is, is it possible for multiple entrepreneurs to work effectively on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people execute their vision? And there's a couple of follow-up questions on that as well, but I'll address that first. And it's funny, because I see that a lot of times when I was running my Inner Circle meetings, which I'm thinking about bringing back. Would you guys be interested if I brought back my inner circle? Anyway, I'll post that there and just leave it for a few minutes. But anyway, I noticed a lot of times these entrepreneurs would come to group, and everyone who is an entrepreneur, unfortunately, or fortunately, depending on how you look at it, they all have a million ideas and their ideas are all amazing. And so, they all come in there and everybody has got these ideas and everyone is doing things. And also, two people have an idea during a meeting and they're like, "We should start a business together" and they get together. And unfortunately, it rarely ever goes well. Sometimes it does. Every once in a while it does go really, really well. But so many times it starts where you have two idea people, they get in a room, they have an idea together, they birthed this thing, and they're like, "We should do it together." But then they start working on it, executing on it, depending on where their skillset lie, either it goes really, really well, or really, really bad, or somewhere in between there. And that honestly is what happened with If you look at Dean Graziosi and me, I love Dean, he's one of my favorite people I've met since I've been on this planet. I have so much love and respect for him and his family and what he does and his mission and his vision, and it's amazing. In fact, I think one of the reasons why I have so much respect for Dean is I think of all the people in this industry, I think me and him have the most similar skillsets, which is interesting. Dean writes books. I write books. Dean builds funnels. I build funnels. Dean creates content. I create content and courses. Dean runs a Mastermind group. I run a Mastermind group. Dean speaks at stages and closes deals on stages. I speak on stages. Dean ran a big call center. I ran a big call center. If you look at... I don't know, I know people who write books. I know people who build funnels. I know people who build courses. I know people who run companies. I know people who... all these different skillsets. But there's only one other person I know besides me who does it all. And so I think that's why Dean and I have such a good connection is, we both see each other, like "Man, nobody else out here is running the size business you are, and creating the ads, and writing the copy, and writing the book and all kind of things." And so, I have so much respect for him. And so that's why I think a lot of times we love working together. We have ideas and we bounce ideas off each other, and we brainstorm. And it's fun to have someone that I can pitch and catch with back and forth. And I just love it. And so that's why when the whole Mastermind thing came up, Dean had this idea for Well, he had a different name for it, and I was like, "You should buy" And he didn't want to pay for it, so I bought it and gave to him as a gift. And then in exchange, he basically gave me some equity in the company. He said, "You come be part of this thing. It would be really, really cool." So over the last two years, I've been at different stages involved with With the first launch of the KBB course, I was a partner in that. And then, later we built software together at that's actually at and did a whole launch together. And it's fun. And this is what I wanted to share with you guys. The difficulties is that Dean and I have literally the exact same skillset. But just because we have the same skillset, the direction or the vision of where we want things, isn't always a 100% in alignment. And it's tough because both of us have had tons of success, saying, "This is my vision, my plan, let's go." And it's tough when you have someone who you come in and you both have different visions a little bit, but same drive and same motivation and same skillsets. There were times where it was hard for both of us, where I was like, "I want to go this way." He's like, "Well, I want to go this way." I'm like, "Well, I think I'm right." He's like, "Well, I think I'm right." But I'm not used to somebody trumping me, and he's the same way. And it's like, "What do we do?" And it got to the point where, it was never negative, but it was just hard. Someone needed to carry on the vision. Someone needed to be able to run. Someone needed to be able to do it without the checks and balances of the other person. And so, eventually, because it's his baby and his thing, and we're working on something really big at ClickFunnels, I was like, "You know what? The initial launch was done. It was fun. We had a great experience. We made a lot of money. We helped a lot of people. It was great. Everything was great." But I was just like, "This is your vision. This is your baby." And so I passed it back. I said, "Look, I'm going to give it back to you." And in exchange, he sent us some really cool gifts. He sent Todd an amazing gift for Todd's wife, actually, him and his wife. And then he sent me a really cool gift as well. Which, if you ever see me on stage at Funnel Hacking wearing a blue amazing watch, that was the gift he sent me. And anyway, it ended in great. And we're still super close friends and still doing deals together and everything. But I think what we learned from that experience was just, "Look, if two people have the same skillset, it's hard to be business partners in a thing, because you both have the same skillset. Now, I want to contrast that with Todd. When I start working with Todd, Todd is amazing. Todd's an entrepreneur, Todd's got vision, Todd's got all sorts of things. But Todd's skillset, and if you don't know, Todd, Todd Dickerson is my co-founder at ClickFunnels. He's the one who runs the software side of things. We both are entrepreneurs in our own ways. But our skillsets, they aren't the same. They compliment, they're not the same thing. It's like in basketball, you don't need two Michael Jordan's on a basketball team. If you have two Michael Jordans on a basketball team, it's going to struggle. You need a Michael Jordan and a Scotty Pippen. And as someone who is not a big basketball guy, I think I nailed that analogy, I hope. But you know what I mean? So, you look at me and Todd, Todd and I are like a Michael Jordan and Scotty Pippen. In fact, I don't know if you guys have seen the Michael Jordan documentary, it's called The Last Dance. It's, I think nine or 10 episodes. It's insanely good. If you haven't watched it, you need to go watch it. But one of the first things that Jordan said, he said, "Without Scotty Pippen, there's no Michael Jordan." And I would say the same thing, without Todd Dickerson, there's no Russell Brunson. I couldn't do what I need to do without his skillset. And Todd would probably say the same thing. Todd can build amazing software, but it wouldn't have become ClickFunnels without me. Our skillsets compliment each other. And without Todd, I couldn't be me. Without me, he probably couldn't do what he's trying to do. And so it's a complimentary skill set. And so, because of that, we were able to come together and we were able to build this thing called ClickFunnels. And Todd and I have such love and respect for each other. It's nice because Todd can say, "Look, I default to you, Russell, on these things." And I default to Todd on these things. In fact, one of the fascinating things, we have a new personality assessment company coming out that we're launching here in the next couple of months, so I've been geeking out on that. But it's interesting, if you look at Todd and I's 16 personalities or Myers-Briggs test, we basically have the exact same personality, except for Todd is a thinker and I'm a feeler. So it's cool now that we've learned that as I'm interacting with Todd, I understand that we're the same in so many ways, but he's going to analyze things logically and I'm going to feel things out. And so I'll tell him in a message, I'll say, "Hey, Todd, this is the thing that I want to do. This is why I feel like that. But I'm curious, what do you think about that?" I literally will say it that way. And Todd will come back, "Well, I think this." And he'll come back and say, "How do you feel?" And so it's really cool now that we understand that. And so, a lot of times what will happen is that my emotions will feel something I want to be really, really strong, but because it's so strong, and I want to do it, my brain turns off logic and, screw logic, we're just going to do this, where then Todd comes in and says, "Well, that's awesome, but here's the logic." And he's able to explain the logic. And I'm like, "Oh, I didn't see it from that point." Or vice versa, sometimes he's like, "Logic. This doesn't make sense." I'm like, "No, Todd, I feel it. I don't know why, but I can feel this is going to be the thing." And he'll default to me a lot of times. But it's made for a really good working relationship. And so, in that situation, yes, we can have multiple entrepreneurs work effectively on a project in the business, but you have to have complimentary skillsets, not the same. I think the same makes it very, very difficult. And so, anyway, that's the thought process. And then one of the followup questions, someone said, he said, "This makes me think of Steven Larsen and how he worked with Russell, but since he was too entrepreneurial, he had to leave and pursue his own path." So those who don't know Steven Larsen, he worked as my chief funnel builder for two years sitting next to me. And Steve and I have very similar skillsets as well, not the same, but very similar. Funnel building and speaking, and things like that. And so, it was tough because inside of the ClickFunnels organization, it was hard for Steven to be like, "Hey, I want this role" because that was my role. And so he was able to do a lot of cool things and work with us and have success. But there's a point where he was just like, "Inside of this environment, there's already a Michael Jordan. I can't be the Michael Jordan." If there wasn't, he could have been in this environment and said, "I'm going to take that role" and stepped up and dominated it. But because there's already someone playing that role, it was hard for him. So he wanted that role. He desired that role. He had developed himself so he'd be worthy of that role. And so he had to go out on his own to go and create it. And he did. And he's been super successful ever since then. And so, anyway, that's what I wanted to share with you guys. I think knowing that it's looking at any kind of partnership and looking at, first off, are you going to get along with that person? Which you never know, short term it's easy to get along with people, long-term, you never know till you get in business with them. But making sure you have enough love and respect for somebody that if it works or doesn't work, you're able to work it out. Dean and I, I love him as much now as I did before, and we never got any big fights or arguments, but it was just like, we both knew, I think. It was just like, "Hey, you're Michael Jordan. We don't need two of us. We're going to lose the game if we do that. We need someone who is in charge." And I was able to hand the reins to him and he's running with it, and you'll see what they're doing during the next launch, and it's amazing. It's definitely probably different than I would have done it, but doesn't matter. There's no right or wrong, it's just whose vision are you executing on. And Dean's vision is amazing. And so, that's how it worked. With Todd and I, it's a little different. And he's able to execute on the vision on his side, I can execute on the vision on my side, and we have love and respect for each other that we can make it so it all works. And so, think about that as you're going into business with people, if you are doing partnerships. Unfortunately, that was one of the negative things I saw in the Inner Circle. One of the reasons why I eventually paused it was just there started being drama. People starting businesses together and not working out. And then there being hard feelings. Those are the things that always want to be cautious of. So I'm always very nervous getting into any kind of partnership or relationship. It's good to work with each other I think as either employee, employer for a while, or as project based stuff until you've had a chance to see how they're reacting to the situations and how you get along with them and stuff like that. Because, a lot of times, if you get into business together and it doesn't work out, it can end a friendship, which is the worst thing. And for me, this business is just a game we're playing to keep ourselves occupied, and it doesn't actually really matter that much. So, it's just part of it. It's a big game we're playing to hopefully learn some skillsets, meet new people along the way. So, there you go. There's my answer for, is it possible for multiple entrepreneurs to work effectively together on a project or within a business, or is it better to have one entrepreneur leader and build a team of talented people to execute their vision? So, hope that helps. That said, thank you guys all for listening to this podcast. If you enjoyed it, please go to iTunes and rate and review it. I've been doing this for six, seven, eight years now. And if you haven't had a chance to review it, please, I'm trying to bring you things that I feel like will help you invest in your business. Hopefully they are. Go rate and review. Leave some stars, even if you don't love it. Let us know. We read those, and it would let me know how I can better serve you guys in the future. So, that said, thanks again, and I'll talk to you guys all again soon. Bye, everybody.
Why be an entrepreneur? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Excited to be here with you guys today. Today we'll be talking about what I call the Bootstrapped Manifesto. Something I read from Jason Fried, who was one of the co-founders of Basecamp, and it is amazing. I want to share with you guys today when we get back from the intro. All right. So it's not a secret. Some of you guys know that not now, but in the future I'm writing a book called Bootstrapped. I bought the domain name, We have a new award coming out of Funnel Hacking Live. I can't tell you a lot about other than it's the Bootstrapped Entrepreneur of the Year Award and a bunch of other things. I'm obsessed with bootstrapping. In fact, we bootstrapped ClickFunnels from zero to where it is today. It's an amazing story that we love to talk about and brag about. I think I have a place in my heart for all businesses who bootstrap. That thought, that concept, things keep coming out of my mind because I'm so excited about writing the book and it's going to be the ClickFunnels story, how we bootstrapped ClickFunnels. I want to turn into TechCrunch, but TechCrunch for people who didn't cheat and take on money. I'm just looking for things tied around bootstrapping and starting businesses and everything. Today actually, yeah today, Jason Fried, he's one of the co-founders of Basecamp, wrote an article on his blog that is insane. I read it, and I literally just messaged Todd. I said, "This is like the title, Liberty for Bootstrapped and Bootstrapping." It is amazing. If you don't know Jason ... There's two co-founders of Basecamp. It's interesting. It's very similar to the two co-founders of ClickFunnels. One is named DHH. That's his nickname, I don't know, it's David something. Anyway, he is the Todd of base camp. He's a hardcore coder. And then Jason is like the marketing dude for Basecamp, which is like me. I feel like he's a kindred spirit. I had a chance to interview him once, man, almost a decade ago when he wrote the book, Rework, which is one of my favorite books of all time. But he's just amazing. I digress. I want to share with you this article from him. I'm just going to read it to you. I'll probably mess up my reading, but it is ... When I read it, I was like, "Yes, this is why we bootstrap. This is why we're entrepreneurs." So he wrote this article on April 8, 2021, which is the day that I'm recording this. The title was, Why to be an Entrepreneur. He said, "Earlier this week, I caught up with a friend and fellow CEO over lunch. We are in entirely different industries, but as we usually do, we talk a little shop. We've both been at the wheel for a while and we both built lasting businesses without any outside capital. One of the topics we slid into is why to be an entrepreneur, not why sort of or why kind or why sometimes, but why really? If you had to boil it down, what's the one reason? When all the liquid's gone, what does entrepreneurship reduce to? For me it's this. You get to do things that no one else would give you permission to do. That's it. At least that's how I see it. I don't ask anyone's permission, seek anyone's permission or be granted anyone's permission. It ain't about getting rich. That's a crapshoot with terrible odds. It ain't about power influence. If you happen into those things, maybe they're a bonus. Although maybe they're not. And it's not just about doing the things you want to do or freedom. That definition skips the details. It's too broad. This is really about doing things that someone else wouldn't let you do if you had to ask. That's the one thing you get to do no matter what. It's about doing things that doesn't make sense. They don't fit into the obvious frameworks. They don't add up, line up or seem like they'll even hold up. It's those things, the unusual, the unjustifiable, the downright fun, regardless of what happens. That made me want to be an entrepreneur and to stay one too. Once those things go away, I'm out. There are millions of people better suited to follow your rules than me. But of course, this is a very specific breed of entrepreneurship. It's a bootstrapped one. It's one without a board of directors. It's one without an oversight body. It's one where no decks have to be developed and distributed around the table. One where you don't have to pitch something to someone else who's got something riding on your success. One where your gut is the only thing that's going to get punched if you're wrong. This is the fun in it for me. It's obviously a privilege, but more so an obligation. We must do things at Basecamp that no one else would let us do. If we don't, we aren't living up to the opportunity we have, the position we put ourselves in, the decisions we made to be this way and to stay this way. We must launch stuff that no one else would approve, name things in a way that would never fly if they had to go through a committee, stand for things that seem like you put yourself at odds with the bigger bottom line. We must leave money on the table because someone else will grab it all. We must. We must make things that could only come from us. It doesn't make them better or worse, it just makes them ours. And hopefully if you like what we're up to, then they're yours too. That's the reason." Oh, I read that. I was just like, "Oh my gosh, so many good quotes. So many things that should be on a T-shirt." So many things that I probably will be putting out a T-shirt maybe at Funnel Hacking Live or something. One of them, "There are a million people better suited to follow your rules than me." How cool is that? Talking about there's no board of directors, there's no one with an oversight. Every time you have an idea for something you want to create, you don't have to make a slide deck and send it to your board of directors. You don't have to pitch somebody every time you want to do something. You just get to do what you think is right. That's the power of entrepreneurship, of being bootstrapped. When Todd sent me this article, he said, "This is why VCs are the anti-entrepreneurship black hole. Ask your VC overlords for permission constantly. That's literally what it is. I have so many friends who've taken on money, who have VC backing, and they can't do anything. In fact, we had one partner we were trying to work with. They had a really cool software company. And we wanted to acquire and we didn't want to pay any money for it. We just wanted to take it over because they're struggling. They're not profitable. They're losing money. It's something that if we introduced to ClickFunnels community would blow up overnight. It's such a cool tool and so powerful. The founder, the entrepreneur, the owner was so excited and he understood and he said, "Yes. If you give me this salary and do this and this, I will give you a 100%. I'll let you guys take over the company, and I'll get paid a salary to keep doing it. You guys will blow it up and I'll get a profit share." It was such a good deal for him. It was amazing. Then he had to take it to his board, the investors who'd given money to the business and all the board members were like, "Why would you do that? It doesn't make any sense? He's like, "These guys are the greatest marketers of all time. They have a customer list of millions and millions people who would buy our software." You just try to explain to them everything. They're like, "It doesn't make sense. We're not going to let these guys just take over control of the company without giving us any money." They wouldn't do it. Unfortunately for him, in tears, he had called us and was just like, "I know this is the best deal for me and for the company and for the future, but I can't do it because the backers, the people who gave me money said no, and it's up to them." The VC overlords were not giving permission. That was the thing. If you want to be an entrepreneur, you have to protect yourself from that black hole, from taking on money where now people own your creativity. They own your ideas. They own everything. Where they can tell you yes or no, and you can't create. Anyway, I just wanted to read that to you because first off, Jason Fried is the man. Second off, This is like a manifesto for us bootstrapped entrepreneurs. I hope that you enjoyed it. I hope you loved it. With that said, thank you guys for listening. If you did enjoy this one, please take a screenshot on your phone, post it on Facebook, Instagram, or any of the places you post stuff and please tag me. I love seeing that you're actually listening to these things and you enjoy it. If you did get anything from this, please share this podcast with other people, other people who are like me and you who are bootstrapped entrepreneurs who are trying to take over the world. Thank you. I'll talk to you all again soon. Bye everybody.
Let me show you what life’s most important skill looks like. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody, this is Russell Brunson and welcome back to the Marketing Secrets podcast, I hope you guys are pumped today. Today, I'm going to talk to you guys about some crazy stuff I'm doing right now and I want you understand the secret behind what I think is probably the most important skillset you can possibly learn during this life and that is how to be coachable. All right, all right. So, I am... it's late night and I'm actually driving to go get my son from one of his friend's houses and I got, it's probably 10-minute drive so it's like, I would jump out and hang out with you guys while we're going. And I am at the end of day number one of a water fast. Yes, a water fast. I'm literally going to drink nothing but water for the next five days. I think some of you guys are rolling your eyes and you think I'm insane. I know this because I posted on Instagram today and I got thousands of messages coming back to me, from everybody telling me why I'm dumb, why I'm smart and about a million things in between. But that doesn't matter to me because I'm doing it for a purpose and a reason and I'll explain why here in a second. But before I do, I want to talk about what I think is one of the most, maybe not want of the, but probably the most important skillset you can learn in this life. And I don't know how I was blessed with it and I didn't even know I had it until I remember my ... it was actually my sophomore year in high school and I joined this freestyle wrestling team and the team was called Elite and I was probably the worst kid to join Elite. Somehow my dad got me in and it was all these guys who were amazing at wrestling. It was a private club for these guys and they all, "I'm sure you'll get better." I was in this group and I was having so much fun being around these guys who were amazing. I've seen them winning all these big tournaments and everything. And so, I remember going to one of our tournaments, wrestlers tournament and I don't remember exactly how, but I just remember a wrestlers match and I lost. And the coach pulled me off side and it was Greg Williams, he's now actually the Head Wrestling Coach at UVU, but he was my freestyle wrestling coach in this little club we were in. And I remember he pulled me off side he said, "Hey Russell, this is what you're doing wrong." And just like a normal coach, he walks you through to two, three or four things. I was like, "Okay." And so, I paid attention, I listened and in the next match, went through I wrestled and I did the things that he told me to do. Surprise, surprise, right? So, I did the things like I literally just ... he told me to do something so I did. And I remember the next match I won, I came off the mat, he looked at me kind of strange, I said, "What?" He said, "You're one of the most coachable athletes I've ever met." I'm like, "What do you mean?" He's like, "Most kids I tell them what to do over and over and over and over and over again before it ever sticks." He's like, "I told you what to do and you went in the next match and then you just did it." And he said, "You're one of the most coachable athletes I've ever met." And I remember hearing him say that I was like, "Oh my gosh, that's so cool." And so then, became part of my identity, I'm coachable. My coach tells me something, I'm not going to be skeptical, I'm not going to talk back, I'm going to shut my mouth, I'm going to listen, I'm going to just do what he says. He's my coach, he knows more than I do so I'm going to become as coachable as humanly possible. And over the next eight years of my wrestling career, I think that's why I succeeded at high levels because I was so coachable. Same thing is true for me when I started business. I would come in and I would hire a coach or I would read a book and whatever the book said, I would just follow it, I just did the thing. And long and behold, I became successful because of it. And it's been interesting as I've been on the other side of this now and I've had a chance to coach tons of people and help people. It's interesting how few or how uncoachable most people are. They want to come back and tell you their opinion and why they think they're right and why this and why that and it's just like, "Why would you do that? You hired me to be your coach." It's like, "You literally paid me to teach you this thing and now you're fighting me." It doesn't make any sense to me. I hire somebody as a coach or someone I paid, I just I do what they say. I remember actually, I'm in the middle of my fourth book right now, which has been a fun project to start on. I'm not telling too many details about it yet but there's this one quote in here and it was actually from my friend and he wrote the article about his morning routine and it was so funny. And he's just like talking about all the things he does and how crazy they are and one of the things that he mentioned, I can't remember what it was, it was something weird. And he's like, "Why do I do that?" He's like, "Because Tony Robbins told me so." He said, "I obey all giants with helicopters and stage presence." I thought it was so funny. I was like, "Yes, that's how I am. I obey all giants with helicopters and stage presence. I obey all people who I hire, all coaches, all people who I want to learn from, I obey them, I listen to them, I ask them their advice and then I just do the thing they said." It's the weirdest thing in the world. We recently here at ClickFunnels had a chance to meet with this dude, who's literally one of the smartest students I've ever met. And we were lucky enough he sat down for four hours, four or five hours with us and walked us through. Looking at our business like, "Hey, I would do this, I would do this," and he gives us all these things to do. And so me and Dave Woodward were just taking notes as fast as we can and all the things and just like, "Oh my gosh, this guy's amazing." I remember we got done with the day, it ended and he messaged us a couple of weeks later, two or three weeks later, he's like, "Hey, you want to jump on a call and go over the stuff again?" Like, "What do you mean?" He's like, "Well, do you want to go over the stuff we talked about and figure out ways to start implementing?" Like, "No, you understand you don't know how we work. We're implementing everything you said, we literally," and we started going through the we did this, we did this, we did this," and the guy was like, "Oh my gosh," he's like, "I've never had somebody who just did what I told him to do like that before. Yeah, we're very, very coachable. We listen and then we'd do what you say." And so, that's key. So, I want to show it to you because that goes back to my water fast that I'm dealing with right now. So day number one's almost done. And the reason why I'm doing a water fast, actually there's two things. My dad was a insurance agent for State Farm Insurance. I remember that he would, obviously they sell auto insurance and health insurance and all the different, house insurance and things like that. But the one that was the hardest to sell was life insurance. And we were asking him, "Why is it so hard to sell life insurance?" And he said, "Because it's a preventative not a cure." After you get sick, you want life insurance. After you get sick… but it's hard because ahead of time you’re like, "Oh, I'm never going to be sick, I'm going to be fine." It's just like aspirin, no one wants to pre-buy aspirin but if you got a headache, you will give your right arm for some aspirin, right? It's the prevention versus a cure. People don't want to do the prevention and you see it right now, it's insane in our society. People are getting sick and all the problems and everyone will go and they want a magic cure for this thing. But nobody will go back to the root cause and like, "Hey, we're actually super unhealthy, we should change our diet and exercise." The fact that nobody on the news or on TV has mentioned that over the last 12 months is insane. Anyway, I'll get off that soap box in a minute but most people will not go for a preventative, how do you say it, preventative. You know what I'm saying? They wait for a cure though. And I'm not that way. I want to like, "What's a preventative ahead of time?" And so, one of my friends, he joined my inner circle a few years ago his name's Chris Wark and if you've heard of Chris before, he has or And he is someone who came down he had, I think stage three cancer and ended up curing himself from it naturally without any chemotherapy and all these other things. And then, he's gone on and help hundreds of other people on this journey as well. And he's just an amazing person. He spoke at Funnel Hacking Live one or two years ago and just have so much respect for him. But he came out with the book. And so, I don't have cancer but I was like, the book came out I was like, "I'm going to read this book," and so I bought the book and I listened to it and then he had a course, I bought the course, I went to the course. I'm like, "I'm going through all this stuff because I'm like, "Man, I don't want cancer." I can go wait until I got cancer and then I got to figure this stuff out or freak out or I can be like, "Hey, I don't want cancer. Let me preventatively figure out who's the dude or the lady who's already solved this problem, who's got the framework that fixes this problem and let me figure it out?" And what's crazy and again, I'm not an expert on this at all so don't take my opinion. But if you love someone who has cancer, you should go to If you have cancer, you should. If you don't want to have cancer, once again, you should still go there, you'd be insane not to. So anyway, I'm trying to think where I left off. Anyway, so I was like, "I don't want to have cancer," so I started going through all the stuff, started listening to him, learning from it. It's like, "This is amazing." Oh yeah, I was going to tell you, he says that only 5% of cancers are hereditary, 95% are based on things like your environment, your diet, your stress levels. It's crazy. So it's like, if we know these things, why aren't we talking about these things? Why is it not on TV every single day? When he talked about the first time he went in for, I think it was him or maybe someone else, the first time he went for a cancer thing, the doctor looks at everything and then, after he got out of the thing, gave him hospital food and it's just like junk food, garbage food. It's like, we know what causes these things, why don't we focus in that? But that's not sexy, there's no money in that. There's no money like, "Hey, you should eat healthier, you should exercise, you should change your diet, you should change your environment." And so, it doesn't get the attention it needs. But anyway, so for me, I'm someone who wants to look for a preventative, it's rare. I'd say 0.1% of people in the world search for preventatives. They're always just looking for cures. They wait until something bad happens, look for a cure. I'm trying to figure out how do I protect myself today so that I don't have to worry about that? Maybe I will still have to, who knows, but if I can protect myself, I can fortify myself against that problem, I'm going to do it. So, Chris became my coach, I'm like, "He's the dude, I'm going to go through it and I obey all giants with helicopters and stage presence." So for this situation, I obey Chris' work as he's cured himself of cancer, he's cured hundreds of other people like, "Okay, I obey all dudes who cured themselves of cancer when they tell me how to prevent myself from having cancer." So, I just listened to what he said, did it and I'm going through it. So, part of it is this five-day water fast. And it's interesting he talked about how your cells in your body, how there's cells that are weak, there's cells that are dead, there's cells are cancerous, all these sorts of stuff like that. He said, "In your immune system the same way," there's these weaker cells, I'm probably messing up, if Chris is listening to this he's probably rolling his eyes, but you should go buy all his stuff because he'll explain it way better than me. But basically, what happens is when you do a water fast, your body literally starts eating itself because it's like, "I need food or anything," it just starts eating yourself. We know that, that's how you lose weight. Your body starts eating the fat cells or whatever. But in this case, the cells that die, they go the first are the weakest ones. I think one of the analogy is someone shared with me, it might've been him he was like, "If you're out in a forest and there's all these pine needles and pine cones, all the stuff they do controlled burns like the light, those things on fires, it burns all that stuff, it doesn't catch the fields on fire but kills all the dead stuff underneath, that way you don't have problems in the future." It's the same thing here where you do these water fast and your body literally will eat all of these cancer cells and disease and all sorts of stuff. And so, I started learning about that, I got excited, JLD if you guys know John Lee Dumas from Entrepreneurs on Fire, he told me about another book that I read about water fasting and stuff like that. And so I'm like, "I'm all in, let's do this thing." And so, I started day number one of water fasting because I want to kill off these dead cells, I want to protect myself or I want to make myself stronger and heal myself. And so, I'm excited. And if someone who is insanely healthy and in great shape and not having any issues, but man, I don't want to have issues. And so, that's why I'm doing these things now. I think Chris said that he does his water fast once a quarter so I'm probably trying to figure out some way to incorporate that more often on top of a lot of the shifts in my diet that I've made because of listening to Chris and other geniuses. So anyway, I'm telling you this, because number one, I want to tell you that I practice what I preach. I am as coachable as they come, I try my best. I try to listen to what they say, my coaches say, even if I don't have the problem, if I want to protect myself from the future problem, I listen. And so for you, in all aspects of your life, be coachable. Be coachable in business, be coachable in sports, be coachable in health, find coaches, ask, you hire then pay them. Find someone who has already accomplished the thing that you want and then pay them, ask them for advice, get their framework and then go and just do it. And don't question it, don't try to be smarter. Just like, "All right, I may have heard this in the past, I don't care. But at this point in time, I'm giving you my money. Therefore, I will do anything you say. I'm not going to fight you, I'm not going to talk you back, I'm just going to do the thing you say." And then, don't do what most people do like, "Okay, cool," and listen and not do anything, just do it. When I say instantly execute on it, don't wait a day, a week, a month, a year. Now is the time. You gave him the money, now it's time to make the changes. So, hope that helps you guys. It is literally the most important skillset you can learn as being coachable. It's not hard, you just have to do what the person says that you're going to do. It's keeping commitments, it's making keeping commitments. And I think that as a society, we have problems that we can't make. If people will make commitments, then keep commitments and like, if you want to be successful, you got to make commitments and you got to keep them. And the same thing is you got to go out there and find the people, find the people that have what you want. Give them money, that's that's a commitment you're making to them and then follow the process to a T. So, hope it helps. I'm at my son's friend's house, I'm going to pick him up right now and hope you guys have a great night. Thanks again for listening. If you enjoyed this episode, any episode, please take a screenshot on your phone, tag me and post it on social and tag me and then, if you love your life and you want to extend your life, I would highly recommend going to Amazon, worst case scenario buy Chris Wark's books on cancer. They are amazing and best case go buy his courses, dive in because he's an amazing person who's figured it out. And man, if there's only 5% of cancers are hereditary, 95%, we can be protected from by just shifting some basic things. And water fast is one of a million things, he's got a ton of things, they're not hard, they're pretty cool and they're awesome. Anyway, it's worth it to you, to your family, the ones you love so check out Chris Wark as well. And with that said, I appreciate you all and I will talk to you all again soon. Bye everybody.
Here is the conclusion of the special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey everybody, welcome to Marketing Secrets podcast. I’m so excited, I’m here on stage right now at the Two Comma Club X event with Mr. Nic Fitzgerald onstage. A year ago I gave a podcast to him about how to make it rain and this is section number two. Now those of you who don’t know, in the last 12 months since I did that podcast he’s been making it rain and he’s been changing his life, his family’s lives, but more importantly, other people’s lives as well. And it’s been really cool, so that’s what we’re going to cover today during this episode of the podcast. So welcome back you guys. I’m here on stage with Nic Fitzgerald, so excited. So I made a list of seven things that if I was to sit in a room with him in front of a whole bunch of people I’d be like, “Hey Nic, you’re doing awesome, but here’s some things to look at that I think will help you a lot with what you’re doing.” So number one, when Nic first kind of started into this movement that he’s trying to create, I don’t know when it was, if you created this before or after. When did you create the Star Wars video? Nic: This was, we talked in July, it was September/October. So a few months later. Russell: How many of you guys have seen his Star Wars video? Okay, I’m so glad. For those who are listening, about 10% of the room raised their hand, the other 90% who are friends and followers and fans of Nic have never seen the Star Wars video. His Star Wars video is his origin story and it is one of the best videos I have ever, by far the best video I’ve seen him do, it is insanely good. It comes, do you want to talk about what happened in the video? It’s insanely good. Nic: So I told the story of, I’m a huge Star Wars nerd, so if you didn’t know that, now you do. When I was young my grandma who lived in the same neighborhood as me, she took me to go see Return of the Jedi in the movie theater and I was such a Star Wars nerd, even at a young age, that when I was playing at the neighbors house, and you know, it’s the 80s, so mom and dad are like, “Nic, come home for dinner.” That kind of thing, I would ignore them. I would not come home until they called me “Luke”. No lie. I would make them call me Luke, or I would ignore them. I would not hear them. Russell: Had I known this in high school I would have teased him relentlessly. Nic: So my grandma took me and I remember going and it was so fun because we took the bus, it was just a fun thing. And we went and I just remember walking in and handing my ticket to the ticket person. And then popcorn and just the smells of everything. And again, this is the 80s so walking in the movie theater; I almost lost a shoe in the sticky soda, {sound effects} going on. I just remember how my feet stuck to the floor and all that stuff. And then just being so excited to see my heroes on the big screen and Dark Vader, I just remember watching it. This is such a silly thing to get emotional about, but you know I remember the emperor and Darth Vader dying and all that stuff. It was just like, ah. It was a perfect day. Sorry sound dude. But it was just a perfect day with my grandma who has always been dear to me. So the purpose of that video, I’d put it off for a long time. I knew I needed to tell my own story if I’m going to be helping somebody else tell theirs. And I put it off for a long time, because working through things, I was afraid that if it sucked, if the story was terrible, if the visuals were crappy, that was a reflection on me and my skills. I had worked on a bazillion Hallmark Christmas movies, you know how they put out like 17 trillion Christmas movies every year, if one of those sucks, no offense, they’re not riveting television. Russell: They all suck. Nic: That wasn’t a reflection on me, I was just doing the lighting or the camera work. I didn’t write the story, it wasn’t my story. But this was me, so I put it off for a long time because I knew if I didn’t execute how I envisioned it, that it would reflect poorly on me, and it would be like I was a fraud. So the purpose of the video, there were three purposes. One to tell a story and get people to connect with me on a personal level. As I told that story here, how many of you remembered your feet sticking to the floor of a movie theater? How many of you, when I talk about the smell of popcorn and that sound, you felt and heard and smelled that. So it was one thing, I wanted people to connect with me and just see that I was just like you. Then I wanted to show that I could make a pretty picture. So I had that and I used my family members as the actors. And then I went and talked about how…and then I wanted to use it to build credibility. I’ve worked on 13 feature films and two television series and shot news for the NBC affiliate and worked in tons of commercials. So I’ve learned from master story tellers and now I want to help other people find and tell their story. And then I showed clips of stories that I tell throughout the years. So that was, I just remember specifically when I finally went and made it live, I made a list of about 20 people, my Dream 100 I guess you could say. I just wanted to send them and be like, “Hey, I made this video. I would love for you to watch it.” And Russell’s on that list. So I sent that out and made it live and then it was just kind of funny, it didn’t go viral, I got like 5000 views in a day, and it was like “whoa!” kind of thing. But it was just one of those things that I knew I needed to tell my story and if I wanted to have any credibility as a story teller, not as a videographer, but as a story teller, being able to help people connect, and connect hearts and build relationships with their audience, I had to knock it out of the park. So that was my attempt at doing that. Russell: And the video’s amazing, for the 10% of the room who saw it, it is amazing. Now my point here for Nic, but also for everyone here, I wrote down, is tell your story too much. Only 10% of the room has ever seen that video or ever heard it. How many of you guys have heard my potato gun story more than a dozen times? Almost the entire room, for those that are listening. Tell your story to the point where you are so sick and tired of telling the story and hearing it, that you just want to kill yourself, and then tell it again. And then tell it again. And then tell it again, because it is amazing. The video is amazing, the story is amazing. How many of you guys feel more connected to him after hearing that story right now? It’s amazing. Tell t he story too much. All of us are going to be like, “I don’t want to hear the story. I don’t want to tell the story again.” You should be telling that story over and over and over again. That video should be showing it. At least once a week you should be following everyone, retargeting ads of that video. That video should be, everyone should see it. You’ve got 5,000 views which is amazing, you should get 5,000 views a day, consistently telling that story, telling that story. Because you’re right, it’s beautiful, it’s amazing and people see that and they’re like, “Oh my gosh, I need that for my business. I need to be able to tell my story the way he told that story, because the connection is flawless.” And I think my biggest thing for you right now, is tell your story more. Tell that thing. You’re telling good stories, but that story, that’s like your linchpin, that’s the thing that if you can tell that, it’s going to keep people connected to you for forever. Anyone who’s seen that video, you have a different level of connection. It’s amazing, it’s shot beautifully. You see his kids looking at the movies, with lights flashing, it’s beautiful. So telling your story more, that’d be the biggest thing. It’s just like, all the time telling that story over and over and over again. That’s number one. Alright, number two, this one’s not so much for you as much for most of everybody else in here, but number two is that energy matters a lot. I’m not talking about, I’m tired during the day. I’m talking about when you are live, or you are talking in front of people, your energy matters a lot. I was hanging out with Dana Derricks, how many of you guys know Dana, our resident goat farmer? By the way, he’s asked every time I mention his name is please not send him anymore goats. He’s gotten like 2 or 3 goats in the last month from all of our friends and family members here in the community. Please stop sending him goats. He loves them but he doesn’t want any more. Anyway, what’s interesting, I was talking to Dana, and he’s like, “Do you know the biggest thing I’ve learned from you?” and I’m like, “No. what?” and I thought it was going to be like dream 100 and things like that. No, the biggest thing that Dana learned from me, he told me, was that energy matters a lot. He’s like, “When I hang out with you, you’re kind of like blah, but when you get on stage you’re like, baaahh!” and I started telling him, the reason why is when I first started this career, in fact, I have my brother right now pulling all the video clips of me from like 12 or 13 years ago, when I had a shaved head and I was awkward like, “Hi, my name is Russell Brunson.” And we’re trying to make this montage of me over 15 years of doing this and how awkward and weird I was, and how it took 8-10 years until I was normal and started growing my hair out. But I’m trying to show that whole montage, but if you look at it like, I was going through that process and the biggest thing I learned is that if I talked to people like this, when you’re on video you sound like this. The very first, I think I’d have an idea and then I’d just do stupid things. So I saw an infomercial, so I’m like I should do an infomercial. So I hired this company to make an infomercial and next thing I know two weeks later I’m in Florida and there’s this host on this show and he’s like the cheesiest cheese ball ever. I’m so embarrassed. He asked me a question and I’m like, “Well, um, you know, duh, duh…” and he’s like, “Whoa, cut, cut, cut.” He’s like, “Dude, holy crap. You have no energy.” I’m like, “No, I feel really good. I have a lot of energy right now.” He’s like, “No, no you don’t understand. When you’re on tv, you have to talk like this to sound normal. If you just talk normal, you sound like you’re asleep.” I’m like, “I don’t know.” So we did this whole infomercial and he’s like all over the top and I’m just like, trying to go a little bit higher and it was awkward. I went back and watched it later, and he sounded completely normal and I looked like I was dead on the road. It was weird. Brandon Fischer, I don’t know if he’s still in the audience, but we did…Brandon’s back here. So four years ago when Clickfunnels first came out we made these videos that when you first signed up we gave away a free t-shirt. How many of you guys remember seeing those videos? I made those videos and then they lasted for like four years, and then we just reshot them last week because it’s like, “Oh wow, the demo video when we’re showing CLickfunnels does not look like Clickfunnels anymore. It’s completely changed in four years.” So Todd’s like, “You have to make a new video.” I’m like, “I don’t want to make a video.’ So finally we made the new videos, recorded them and got them up there and we posted them online, and before we posted them on, I went and watched the old ones, and I watched the old ones and I was like, “Oh my gosh, this is just four years ago, I am so depressing. How did anybody watch this video?” It was bad, right Brandon. It was like painfully bad. I was like, “oh my gosh.” That was just four years ago. Imagine six years ago, or ten years. It was really, really bad. And when I notice the more energy you have, the more energy everyone else has. It seems weird at first, but always stretch more than you feel comfortable, and it seems normal, and then you’ll feel better with it and better with it. But what’s interesting about humans is we are attracted to energy. I used to hate people talking energy talk, because I thought it was like the nerdy woo-woo crap. But it’s so weird and real actually. I notice this in all aspects of my life. When I come home at night, usually I am beat up and tired and worn out. I get up early in the morning, and then I work super hard, I get home and I get out of the car and I come to the door and before I open the door, I’m always like, Okay if I come in like, ugh, my whole family is going to be depressed with me.” They’ll all lower to my energy level. So I sit there and I get into state and I’m like, okay, whew. I open the door and I’m like, “What’s up guys!! I’m home!” and all the sudden my kids are like, “Oh dad’s home!” and they start running in, it’s this huge thing, it’s crazy, and then the tone is set, everyone’s energy is high and the rest of the night’s amazing. When I come in the office, I walk in and realize I’m the leader of this office and if I come in like, “Hey guys, what’s up? Hey Nic, what’s up?” Then everyone’s going to be like {sound effect}. So I’m like, okay when I come in I have to come in here, otherwise everyone is going to be down on a normal level. I have to bring people up. So we walk in the office now and I’m like, “What’s up everybody, how’s it going?” and I’m excited and they’re like, “Oh.” And everyone’s energy rises and the whole company grows together. So l love when Dave walks through the door, have you guys ever noticed this? When Dave walks through the door, I’m at a 10, Dave’s like at a 32 and it’s just like, he wakes up and comes over to my  house at 4:30 in the morning to lift weights. I sleep in an hour later, and I come in at 5:45 or something, and I walk in and I’m just like, “I want to die.” And I walk in and he’s like, “Hey how’s it going?.” I’m like, “Really good man. You’ve been here for an hour.” And all the sudden I’m like, oh my gosh I feel better. Instantly raised up. It’s kind of like tuning forks. Have you noticed this? If you get two tuning forks at different things and you wack one, and you wack the other one, and you bring them close together, what will happen is the waves will increase and they end up going at the exact same level. So energy matters. The higher your energy, the higher everyone else around you will be, on video, on audio, on face…everything, energy matters a lot. So that’s number two, when you’re making videos, thinking about that. Alright number three, okay this, you were like 90% there and I watched the whole thing and I was so excited and then you missed the last piece and I was like, “Oh it was so good.” So a year after that Facebook message came, you did a Facebook live one year later to the day, and he told that story on Facebook live. And I was like, “Oh my gosh this is amazing.” And he told that story, and he was talking about it, and I was emotional, going through the whole thing again. This is so cool, this is so cool. And he told the story about the podcast, and this podcast was an hour long, and the thing and his life changed and all this stuff… And I know that me and a whole bunch of you guys, a whole bunch of entrepreneurs listened to this story and they’re at bated breath, “This is amazing, this is amazing.” And he gets to the very end, “Alright guys, see you tomorrow.” Boom, clicks off. And I was like, “Aaahhh!” How can you leave me in that state?  I need something, I need something. So the note here is I said, make offers for everything. Think about this, at the end when you ended, and everyone’s thinking, I want to hear that episode, where is that? How would it be? Now imagine you take the opportunity at the very end that says, “How many of you guys would like to hear that episode where Russell actually made me a personal podcast? And how many of you guys would actually like if I gave you my commentary about what  I learned and why it was actually important to me? All you gotta do right now is post down below and write ‘I’m in.’ and I’ll add you to my messenger list and I’ll send you that podcast along with the recording where I actually told you what this meant to me.” Boom, now all those people listening are now on his list. Or they can even go opt in somewhere. But all you did was tell the story and everything and we were all sitting with bated breath and I was just like, at the end make the offer. You guys want the stuff I talked about, you want the thing? You want the thing? And then you send them somewhere and now you captured them and consider them longer term and you can do more things with them. It was like, hook, story, dude where’s my offer? Give me something. But it was awesome. How many of you guys felt that way when you listened to that thing and you’re just like, “I don’t even know where to find that episode. Russell’s got eight thousand episodes everywhere, I don’t even know where to look for it.” You could have been like, here’s the link. Just the link….if you guys can’t figure out how to make an offer, go listen to a whole bunch of stuff, find something amazing and be like, “oh my gosh you guys, I was listening to this Tim Ferris podcast, he did like 800 episodes, every one is like 18 hours long, they’re really hard to listen to, but I found this one from 3 ½-4 years ago where he taught this concept and it was insane. It was amazing; I learned this and this. How many of you want to know what that is? Okay, I have the link, if you message me down below I’ll send you the link to exactly where to find that episode.” Everyone will give it to you.  You’ll be like, “But it’s free on the internet Russell.” It doesn’t matter. You know where it’s at and they don’t. They will give you their contact information in exchange for you giving them a direct link to the link. Back before I had anything to give away for opt ins, guess what I used to do. I used to go to YouTube and I would find cool videos from famous people. One of my favorite ones we did was I went and typed in YouTube, “Robert Kiyosaki” because he was one of my big mentors at the time. And there was all these amazing Robert Kiyosaki videos on YouTube for free. Tons of them. Hour long training from Robert Kiyosaki. Four hour long event from Robert Kiyosaki. All this stuff for free listed in YouTube. So I made a little Clickfunnels membership site, I got all the free videos and put them inside a members area and just like, “Tab one, Robert Kiyosaki talking about investing, Robert Kiyosaki talking about stocks, Robert Kiyosaki talking….”  And I just put all the videos in there and made a squeeze page like, “Hey, who wants a whole bunch of free, my favorite Robert Kiyosaki videos?” and I made a little landing page, people opt in, I give them access to the membership site, and then I went and targeted Robert Kiyosaki’s audience and built a huge list off his people. Dream 100. Imagine with Dream 100 instead of doing just one campaign to all the people, if each person in your dream 100 you made a customized membership site with the free content right now, be like, “Hey, you’ve listened to a lot of Grant Cardone, he’s got four podcasts, 5000 episodes, there’s only four that are actually really, really good. Do you guys want to know what they are? Opt in here, I’ll give you the four best episodes of all. I currated all these for you to give you the four best.” And target Grant’s audience with that, now you got all his buyers coming into your world. Is that alright, is that good. Alright number four ties along with this. Number four, start building a list ASAP. I don’t think I’ve ever seen you do a call to action to get a list anywhere, have I? After today’s session you’re …..just build a list. If you got nothing from this event at all, every time you do a hook and story, put them somewhere to build a list, because that’s the longevity. Because that’s where if Zuckerberg snaps his finger and you lose all your fans and followings and friends, and all the sudden you’re trying to build over somewhere else, it won’t matter because you’ll have those people somewhere external and now you can message them and bring them back into whatever world you need them to be at. But that’s how you build stability in business. It’s also how you sell this time, you want to sell it the next time and the next time, the list is the key. Funnel Hacking Live, the first Funnel Hacking Live it was a lot of work and we sold out 600 people in the room, and we kept growing the list and growing the list, the next year we did 1200. Then we did 1500, last year was 3000, this year we’re going to be at 5000. We’re building up the list and building up pressure and excitement and then when you release it, it gives you the ability to blow things up really, really fast.  Okay, that was number four. Okay number five, I wrote down integration marketing, adding to other’s offers to build a buyer list. So this is a little sneaky tactic we used to back in the day when I didn’t have my own list, but I had a couple of skills and talents which you do happen to have, which is nice. If you have no skills this won’t work, but if you have skills you’re lucky. So Frank Kern used to do this as well. Frank is sneaky. He used to do this all the time and I saw him doing it and I’m like, “Oh my gosh, he’s brilliant.” So Frank did a one hour presentation somewhere and he called it Mind Control, it wasn’t Mass Control, but it was something like about how to control the minds of your prospects through manipulation and something sneaky. And the title alone was amazing. It was a one hour presentation he gave somewhere. And he put it on these DVDs and what he did, he went to like Dan Kennedy and he’s like, “Hey Dan, you have all of your buyer and you send them this newsletter every single month,” at the time they had 13000 active members, these were their best buyers. He’s like, “This DVD I sell for like a thousand bucks. Do you want to give it to all your people for free?” And Dan’s like, “sure.” And all the sudden the next month, Franks got his best CD with his best stuff in the mailbox of the 13000 best customers, every single person that Dan Kennedy’s been collecting for the last 15 years. So think about this. With your skill set, look at the other people in the market, all the dream 100 who are doing things and how do you create something you can plug into their offers, and every single time one of those people sell a product, your face is popping up as well. It’s called integration marketing, my first mentor Mark Joyner wrote a book called Integration Marketing, it’s a really fast read. You can read it in an hour, but it will get your mind set thinking about it. How can I integrate with what other people are always doing? Because I can go and make a sell, and make another sell, but I was like, when we launched Clickfunnels I was like, “How can I figure out other people’s sales processes that are already happening and somehow inject myself into all these other sales processes?” That way every single time Steven Larsen sells something or someone else sells something, or all these people are selling something, it always somehow gets flown back to me. I want every product, every course, everything happening in the internet marketing world to somehow have people saying my name. That’s my goal. How many of you guy have been to other people’s events and I’m not there and they say my name? It makes me so happy. I get the instagrams from some of you guys, “Hey so and so just said your name.” I’m like, that’s so good. How have I done that? I spent a lot of my life integrating into everybody’s offers. Initially when I first got started, every single person who had a product, I was an interview in everyone’s product. I was like, looking at people launching a product, specific product launches coming, I’d contact them. Product launch is coming up, “Hey man, is there any way I could do a cool thing for your people? I could create this and give it to you and you could plug it into your product?” and everyone’s like, ‘Sure, that’d be awesome.” And all the sudden, boom, they get 5000 new buyers came in and every single one of them got my thing. They’re hearing my name, hearing my voice and it’s just constant integration. I think about how I met Joe Vitale, I talked about that earlier with the greatest showman. He was in an interview in a course I bought from Mark Joyner, I listened to it, fell in love with Joe Vitale, bought his stuff, given him tons of money over the years, a whole bunch of good stuff because he was integrated in that. So looking at other ways to integrate, the skill set that you already have into other people’s marketing channels because then you’re leveraging anytime any of these partners make a sell, you’re getting customers coming through that flow as well. Cool? Nic: Yeah. Russell: That was number five. Number six, I call this one rainmaker projects, because we talked about rainmaker during the first podcast interview. So rainmaker projects are, and again when I first started my career I did tons of these, where it’s like, I was really good at one piece. For you, you’re really good at video and story telling. And I look out here and be like, okay who is someone else here that is awesome? So and so is really good at making a product on Facebook ads. “You’re really good at Facebook ads, so I’ll do the video for this course, you do the Facebook, you do the actual ads for us.” And then, you’re awesome at doing the traffic and you bring in four or five people, like this little avenger team, and you create a cobranded product together and you launch it and everyone makes a bunch of money, split all the money, 50/50/50/50, that makes more than 100,but you know what I’m talking about, everyone splits the money, everyone splits the customer list and all the sudden you’ve all pulled your efforts, your energy, your talents together and everyone leaves with some cash, and you also leave with the customer list, and that’s when you start growing really, really rapidly. When I started I didn’t have a customer list, I had a very small one. But I had a couple of skill sets so that’s why I did tons of these things. That’s like, if you guys know any of my old friends like Mike Filsaime, Gary Ambrose, I could list off all the old partners we had back in the day, and that’s what we did all the time, these little rainmaker projects. We didn’t call them that back in the day, but that’s what it was. It was just like, we all knew what our skill sets were, and it’s like, let’s come together, let’s make a project. This isn’t going to be how we change the world, it’s not going to be something we’re going to scale and grow, but it’s like, it’s going to be a project, we put it together, we launch it, make some money, get some customers, get our name out in the market, and then we step away from it and then we all go back to our own businesses. It’s not like, that’s why it’s funny because a lot of times people are scared of these. Like, “Well, how do we set up the business structure? Who’s going to be the owner? Who’s the boss?” No, none of that. This is an in and out project where all the rainmakers come together and you create something amazing for a short period of time, you split the money and you go back home with the money and the customers. But it gave you a bump in status, a big bump in customer lists, a big bump in cash and then all those things kind of rise and if you do enough of those your status keeps growing and growing and growing, and it’s a really fast easy way to continue to grow. How many of you guys want to do a rainmaker project with Nic right now? Alright, very, very cool. Alright, and then I got one last, this is number seven. This kind of ties back to dream 100. The last thing I talked about was, and again this is kind of for everyone in the group, is the levels of the dream 100. I remember when I first started this process, I first got the concept and I didn’t know it was the dream 100 back then, but I was looking at all the different people that would have been on my dream 100 list. It was Mark Joyner, Joe Vitale, all these people that for me were top tier. Tony Robbins, Richard Branson, and I was like, oh, and I started trying to figure out how to get in those spots. And the more I tried, it was so hard to get through the gatekeeper, it was impossible to get through all these gatekeepers, these people. I was like, “Man don’t people care about me. I’m just a young guy trying to figure this stuff out and they won’t even respond to my calls or my emails. I can’t even get through, I thought these people really cared.” Now to be on the flip side of that, I didn’t realize what life is actually like for that, for people like that. For me, I understand that now at a whole other level. We’ve got a million and a half people on our subscriber list. We have 68000 customers, we’ve got coaching programs, got family, got friends. We have to put up barriers to protect yourself or it’s impossible. I felt, I can’t even tell you how bad I feel having Brent this morning, “Can you tell everyone to not do pictures with me.” It’s not that I don’t want to, but do you want me to tell you what actually happens typically? This is why we have to put barriers around ourselves. Here’s my phone, I’ll be in a room, like Funnel Hacking Live and there will be 3000 people in the room, and I’m walking through and someone’s like, “Real quick, real quick, can I get a picture?” I’m like, “I gotta go.” And they’re like, “It’ll take one second.” And I’m like, ahh, “Okay, fine, quick.” And they’re like, “Hold on.” And they get their phone out and they’re like, “Uh, uh, okay, uh, alright got it. Crap it’s flipped around. Okay, actually can you hold this, my arms not long enough can you hold it? Actually, hey you come here real quick, can you hold this so we can get a picture? Okay ready, one two three cheese.” And they grab the camera and they’re off. And for them it took one second. And that person leaves, and guess what’s behind them? A line of like 500 people. And then for the next like 8 hours, the first Funnel Hacking Live, was anyone here at the first Funnel Hacking Live? I spent 3 ½ hours up front doing pictures with everybody and I almost died afterwards. I’m like, I can’t…but I didn’t know how to say no, it was super, super hard. So I realize now, to protect your sanity, people up there have all sorts of gatekeepers and it’s hard. So the way you get through is not being more annoying, and trying to get through people. The way you get to them is by understanding the levels of that. So I tried a whole bunch of times, and I couldn’t get in so I was like, “Crap, screw those guys. They don’t like me anyway, they must be jerks, I’m sure they’re just avoiding me and I’m on a blacklist….” All the thoughts that go through your head. And at that time, I started looking around me. I started looking around and I was like, “hey, there’s some really cool people here.” And that’s when I met, I remember Mike Filsaime, Mike Filsaime at the time had just created a product he launched and he had like a list of, I don’t know, maybe 3 or 4 thousand people. And I remember I created my first product, Zipbrander, and I was all scared and I’m like ,”Hey Mike, I created this thing Zipbrander.” And he messaged back, “Dude that’s the coolest thing in the world.” A couple of things, Mike didn’t have a gatekeeper, it was just him. He got my email, he saw it, and he was like, “This is actually cool.” I’m like, “Cool, do you want to promote it?” and he’s like, “Yes, I would love to promote it.” I’m like, oh my gosh. I had never made a sale online at this point, by the way, other than a couple of little things that fell apart. I never actually made a sale of my own product. Zipbrander was my very first, my own product that I ever created. So Mike was that cool, he sent an email to his list, his 5000 person list, they came over, I had this little pop up that came to the site and bounced around, back in the day. I had 270 people opt in to my list from Mike’s email to it, and I think we made like 8 or 10 sales, which wasn’t a lot, but 67 that’s $670, they gave me half, I made $350 on an email and gained 300 people on my list. I’m like, oh my gosh this is amazing. And I asked Mike, “Who are the other people you hang out with? I don’t know very many people.” And he’s like, “Oh dude, you gotta meet this guy, he’s awesome.” And he brought me to someone else, and I’m like, “Oh this is cool. “ and Mike’s like, “Dude, I promoted Zipbrander, it was awesome, you should promote it.” And then he’s like, “Oh cool.” And he promoted Zipbrander. I’m like, oh my gosh, I got another 30-40 people on my list and there were a couple more sales. And then I asked him, “Who do you know?” and there was someone else, and we stared doing this thing and all the sudden there were 8 or 10 of us who were all at this level and we all started masterminding, networking, figuring things out, cross promote each other and what happened, what’s interesting is that all of our little brands that were small at the time started growing, and they started growing, and they started growing. All the sudden we were at the next tier. And when we got to the next tier all the sudden all these new people started being aware of us and started answering our calls and doing things, and Mike’s like, ‘Oh my gosh, I met this guy who used to be untouchable.” And he brought him in and brought them in and all the sudden we’re at the next level. And we started growing again and growing again. And the next thing we know, four years later I get a phone call from Tony Robbins assistant, they’re like, “Hey I’m sitting in a room and I got Mike Filsaime, Frank Kern, Jeff Walker, all these guys are sitting in a room with Tony Robbins and he thinks that you guys are the biggest internet nerds in the world, he’s obsessed with it and he wants to know if he can meet you in Salt Lake in like an hour.” What? Tony Robbins? I’ve emailed him 8000 times, he’s never responded even once, I thought he hated me. Not that he hated me, it’s that he had so many gatekeepers, he had no idea who I was. But eventually you start getting value and you collectively as a level of the dream 100 becomes more and more powerful. Eventually people notice you because you become the bigger people. And each tier gets bigger and bigger and bigger. So my biggest advice for you and for everybody is understanding that. Yes, it’s good to have these huge dreams and big people, but start looking around. There are so many partnerships to be had just inside this room. How many deals have you done with people in this room so far? Nic: Quite a few. Russell: More than one, right. Nic: Yeah, more than one. Russell: Start looking around you guys. Don’t always look up, up, up and try to get this thing. Look around and realize collectively, man, start doing the crossings because that’s how everyone starts growing together and there will be a time where I’ll be coming to you guys begging, “Can you please look at my stuff you guys, I have this thing called Clickfunnels. You may have heard of it. Can you please help me promote it?” And that’s what’s going to happen, okay. So the level of the dream 100 is the last thing, just don’t discount that. Because so many people are like swinging for the fence and just hoping for this homerun like I was, and it’s funny because I remember eventually people would respond to me, that I was trying for before, and they’d contact me. And I was like, oh my gosh. I realized, I thought this person hated me, I thought I was on a black list. I was assuming they were getting these emails and like, “oh, I hate this. Russell’s a scammer.” In my head right. They never saw any of them. Until they saw me, and they reached out to me and the whole dynamic shifted. So realizing that, kind of looking around and start building your dream 100 list, even within this room, within the communities that you’re in, because there’s power in that. And as you grow collectively, as a group, everyone will grow together, and that’s the magic. So that was number seven. So to recap the seven really quick. Number one, tell your story way too much, to the point where you’re so annoyed and so sick and tired of hearing it that everybody comes to you, and then keep telling it even some more. Number two, in everything you’re doing, energy matters a lot. To the point, even above what you think you’re comfortable with and do that all the time. Number three, make offers for everything. Hook, story, don’t leave them hanging, give them an offer because they’ll go and they will feel more completed afterwards. Number four, start building a list, it ties back to the first thing. Make an offer, get them to build your list, start growing your list because your list is your actual business. Number five, integration marketing. Look for other people’s marketing channels and how you can weave what you do into those channels, so you can get free traffic from all the people who are doing stuff. Number five, create rainmaker projects, find really cool things and bring four or five people together and make something amazing. Share the cash, share the customer list, elevate your status, elevate your brand, and it’s really fun to do because you get to know a whole bunch of people. And Number seven, understanding the levels of the dream 100. Find the people at your level and start growing with them together collectively as you do that, and in a year, two years, three years, five years Tony Robbins will be calling you, asking you to make his video and it will be amazing. Does that sound good? Awesome.
Replay of a special conversation I had on stage at a Traffic Secrets event with a friend and a student, Nic Fitzgerald. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey everyone, this is Russell Brunson and I want to welcome you to the Marketing Secrets podcast. The next two episodes are a really special one. For our Two Comma club X members and our inner circle members I did an event recently, some of you guys heard me talk about it. It was a traffic secrets event, where I’m getting all the material ready for the book. And the night before when I was doing all the prep work I had this thought. I was like, I want to bring up somebody on stage and it’s somebody who was a friend I grew up with in elementary school, and junior high, and high school, someone who was down on their luck, who was really, really struggling. About a year ago I saw him post something on Facebook and I reached out, and this interview is happening about a year later. He tells his story about what happened and the transformation and the change that’s happened by being involved inside our Clickfunnels, Funnel Hacker community. So I wanted to share that with you as part of the event, so this first half is going to be Nic kind of telling his story and it’s going to be the story from the bottom of the barrel where they were, they literally made $25,000 a year for 3 years in a row and then the transformation to this year, they’ll do well over six figures. And that’s going to be this first podcast. And the second podcast episode is, I did a live coaching session with him on stage, and I want to share that with you as well because I think there’s a lot of things for you specifically that you can get from this episode too. So the next few episodes are going to be sharing this really fun conversation that happened late night at the Traffic Secrets event with my friend Nic Fitzgerald, and if you think that name sounds familiar, I have talked about him before on this podcast. In fact, a little over a year ago I did a podcast episode called “Being a Rainmaker” that was a personalized podcast that I sent to Nic specifically to help him with what he was struggling with at the time. So anyway, I wanted to share this with you because it will take you full circle to show you kind of the progress and the momentum and things that are happening in his life, and I think it will be encouraging for you to hear the story because no matter where you are in your journey right now, if you are struggling, doing well, or if you’re somewhere in between, there are parts of this story that will resonate with you. And in the second episode where I coach Nic I think will help everybody as well. So with that said, let’s jump right in and have some fun. I want to introduce you to my friend Nic Fitzgerald. Alright so I want to set the tone for the next hour or so of what the game plan is. So I have a first initial question that I’m curious about with everyone here. I’m curious, who since they joined the Two Comma Club X program has had some kind of experience with Mr. Nic Fitzgerald? That’s powerful, I’m going to talk about why in a little bit, but very, very cool. So some of the back story behind this, and then we’re going to introduce him up, and when he comes up I want you guys to go crazy and scream and cheer and clap, because it will be good, and then I want him to sit down so we’ll be the same height, which will be good, it’ll be fun. So some of the back story, I actually met Nic the very first time in elementary school, and even in elementary school he was a foot and a half taller than me, which is amazing. He was like 6 ft 2 in like third grade, it was amazing. But we knew each other when we were dorky little kids and going up through elementary school we were both doing our things, and we didn’t have a care in the world and everything’s happening. And as we got older he kept getting taller, I stopped growing. And then we got into high school and he kept growing and he joined the basketball team. I didn’t keep growing so I went downstairs in the basement, literally, at our high school in the basement they call it the rubber room, and it’s this room that smells like, I don’t even know, but it’s under the gym. So he would go upstairs and fans would show up and people would cheer for them, and scream at their games. And all the girls would come to the games. And we’d go down in the rubber room by ourselves and cut weight and put on our sweats and lose weight and we’d jump rope and sweat like crazy. And we’d sit there, and I remember one day after working out for two hours pouring in sweat, I had my plastic gear on and my sweats on top of that, my hoodie and my hoods and we got the wrestling mats, and literally rolled ourselves up in the wrestling mats to keep the heat in, and we laid there and we were so hot. And I could hear the basketball players in the gym up above having so much fun and people cheering for them. And all the girls were there. And I was like, “Why are we not playing basketball?” It doesn’t make any sense. But during that time, obviously we were in two different kind of worlds, and we didn’t really connect that much, and then we left our separate ways. And I didn’t hear from him for years and years and years. And then do you guys remember Facebook when it first came out? The first time you got it and you log in and you’re like, “Oh my gosh, I can connect with people.” And you start searching the friends you know and then you find their friends and you spend a day and a half connecting with every person you’ve ever remembered seeing in your entire life? Do you guys remember that? So I did that one night, I connected with everybody. Everyone in high school, everyone in junior high, or elementary, everyone in every stage of my life, as many as I could think of. And then I was like, I think that’s everybody. Okay, I’ve connected with everybody. And one of those people that night was Nic. And then, but I didn’t say hi, I just friend requested and he requested back and I’m like, cool we’re connected. And then after that I got kind of bored with Facebook for like a year or so. Then a little while later I found out you can buy ads on it and I was like, what, this is amazing. So we started buying ads and everything is happening. And it’s crazy. And then what happened next, I actually want Nic onstage to tell you this story because I want you to hear it from both his perspective and my perspective, I think it’d be kind of interesting. So let’s do this real quick. As you guys know Nic has been a super valuable part of this community since he came in. I’m going to tell the story about how he got here and some of the craziness of how he signed up when he probably shouldn’t have and what’s been happening since then, because I know that you guys have all been part of that journey and been supporting him. How many of you guys are going to his event that’s happening later this week? He just keeps giving and serving, he’s doing all the right things, he’s telling his story, he’s doing some amazing stuff. So my plan now is I want to talk about the rest of the story. I want to tell you guys what I told him a year ago and then I want to tell you guys my advice for him moving forward, because I feel like it’s almost in proxy. I wish I could do that with every one of you guys. Just sit down here and coach you. But I feel like he’s at a stage where some of you guys aren’t to where he’s at yet and some of you are past that, and some of you guys are right where he’s at, and I feel like the advice that I really want to give him, will help you guys at all different levels. So that’s kind of the game plan. So with that said, let’s stand up and point our hands together for Mr. Nic Fitzgerald. Look how tall I am. I feel like….okay, so I had him find this post because I wanted to actually share a little piece of it. So this, I’m going to share a piece of it, I want to step back to where you were at that time in your life. So this was July 7, 2017, so what was that a year and a half ago, ish? So July 7, 2017 there was a post that said, “Long post disclaimer. I hate posting this, blah, blah, blah.” So at the time my family was about to go on a family vacation. We’re packing up the bags and everything, and you know how it is, you do a bunch of work and then you stop for a second and your wife and kids are gone and you’re like, pull out the phone, swap through the dream 100 and see what’s happening.  And somehow this post pops up in my feed and I see it, I see Nic my buddy from 20+ years ago and I’m reading this thing and my heart sinks for him. Some of the things he says, “I hate posting things like this, but I felt like need to for a while. Being poor stinks. For those friends of mine who are ultra conservative and look down consciously or not, on people like me, I can honestly tell you that I’m not a lazy free loader who wants something for nothing. I’m not a deadbeat who wants Obama or whoever to blame now, to buy me a phone. I’m not a lowlife trying to get the government to pay for my liposuction. I’m not a druggie who eats steak and lobster for dinner with my food stamps. I’m a father of four, a husband, someone who lost everything financially, including our home when the time came to have your healthcare in place or to get fined, I went through the process. “Based on my family size and income, we were referred to the state to apply for those programs. We couldn’t get coverage for ourselves to the exchange in other places, we qualified for Medicaid. After the process was complete, the state worker suggested we try to get some other help, some food stamps.” It kind of goes on and on and on and he says, “In 2016 I made $25000. $25,000 plus our tax returns for the previous year. So a family of 6 living on $25,000 a year is being audited for receiving too much help, too much assistance.” And it kind of goes on and on and on with that. He says, “I’ve never abused drugs or alcohol, I’ve never even tried them. I’m just a guy trying to live the American dream and provide for his family. It’s unfortunate that we look down on those who are trying to better our lives, even if it leaves them from receiving help from assistance in place to help them. Look down on me if you want, I don’t care. I know the truth. My family is healthy and sheltered and that’s all that matters. I don’t wish these trials on anyone else…” and it kind of goes on from there. So I want to take you back to that moment, what was, talk about what you were experiencing and what you were going through during that time. Nic: I didn’t expect this. I’m a friendly giant, but I’m a big boob too. Back at that time, I had started what I thought was, I started my entrepreneurial journey. I was working in film full time, working 12, 14, 16 hour days making $200 a day, just killing myself for my family. Going through the process of, I’d lost my job because I wasn’t going to hit my sales, I was a financial advisor, and I wasn’t going to hit my sales numbers. So you know, my ticket was stamped. So I said okay, I’m going to do my own thing. And in the course of all that, it was time to get your health insurance and those things, and I went through the proper channels, like I felt like I should. And I was referred to the government for the programs, based on the numbers. And as a provider, a father, an athlete competitor, I felt like a failure. We’ve all, when you have to rely on somebody else , or somebody else tells you, “Hey, we don’t think you can do this on your own, come over here and we’ll take care of you.” That’s basically what I was told. So it was hard to accept that and to live with that reality. So we did, and I worked hard and it was a blessing really, to not have to worry about how much health care costs or have some of the things to supplement to feed our family and stuff. So it was great and it was wonderful. But then I got the email from the state saying, “Hey, you’re being audited. We’re just looking at things and we’re not sure. You’ve been getting too much help.” So at that point I’m just sitting there frustrated because I’m working my butt off, just trying to make things happen, become someone involved in the film community in Utah. And I was, and everyone knew me, and I had a reputation, but I still was a nobody in the eyes of the government. So I went to Facebook to whine, looking for what I wanted, which was a pat on the back, “There, there Nic, you’re doing…we know you’re a good dude and you’re working hard.” That kind of thing, and I did… Russell: I was reading the comments last night. “Oh you’re doing a good job man. Good luck.” Everyone like babying him about how tough life can be. Nic: So I got what I wanted, but it still didn’t change anything. I still had to submit my last two years of tax returns and all of the pay that I’d got and everything like that, so they could look at our case number, not Nic, Leisle, Cloe,Ewen, Alek, William. So it was just one of those things. I got what I wanted, then comes Russell to give me what I needed, which was…. Russell: I saw that and I’m like packing the kids bags and everything and I was like, “ah, do I say something?” I don’t want to be that guy like, “Hey, 20 years ago…” and I was like, ah, I kept feeling this. Finally I was like, “hey man, I know we haven’t talked in over 20 years…” This was on Facebook messenger, “we hadn’t talked in like 20 years. I saw your post today and it sucks. And I know what’s wrong, and I can help. But at the same time, I don’t want to be that guy and I don’t want to step on any toes. I know we haven’t talked in 20 years, I have no idea if this is even appropriate. But I know what’s wrong, I can help you. And no, this is not some cheesy MLM I’m trying to pitch you on. But if you’re interested in some coaching, I know what’s wrong.” And I kind of waited and then I started packing the bags again and stuff like that. I’m curious of your thoughts initially as you saw that. Nic: It’s funny because my phone was kind of blowing up with the comments. So I would hear the little ding and I would check. And then I saw that it was a message from Russell, and we had said like, “Hey, what’s up.” And had a few tiny little small talk conversations, but nothing in depth personal. So I saw that he sent a message, so I’m like, “Sweet.” So I look at it, and I was half expecting, because I knew he was successful, I didn’t know about Clickfunnels per se. I knew he had something going on that was awesome, but I didn’t know what it was. So I was wondering, “I wonder what he’s going to say, what he has to say about things?” But I read it and it was funny because when you said, “I don’t want to overstep my bounds. It’s been a long time, I don’t want to step on toes.” Kind of thing, Russell, we all know his athletic accolades and stuff. I was a great basketball player too, I was in the top 200 players in the country my senior year and stuff like that. So I’ve been coachable and played at high levels and been coached by high level guys. So when I read it and he said, “I know what’s wrong and I can help you.” I was just like, “Yes.” That was my reaction. I just did the little, um, fist pump, let’s do this. So I replied back and I thanked him for reaching out and stuff, and I just said, I think I even said, “I’m coachable. I will accept any guidance.” And things like that. Because up until that point in my life, especially in sports, if a coach showed me something, I would do it the way he did, and I would kick the other dude’s butt. I didn’t care. I played against guys who made millions of dollars in the NBA. I dunked, I posterized on Shawn Marion when he was at UNLV my freshman year of college. I started as a freshman in a division one school in college. So I would take, I’ve always been that kind of, I would get that guidance, that direction, I can put it to work. So I was just like, “Dude, Mr. Miyagi me.” I’m 8 days older than him, so I’m like, “young grasshopper, yes you can teach me.” That kind of thing. So I welcomed it and I was excited. I had no idea, because again I didn’t know what he did. I just knew he had a level of success that I didn’t have. And if he was willing to give me some ideas, I was going to hear him out for sure. Russell: It was fun, because then I messaged him back. I’m packing the car and Collette’s like, “We gotta go, we gotta go.” I was like, ah, so I get the thing out and I was like, “This is the deal. I’m driving to Bear Lake, it’s like a six hour drive. I’m going to give you an assignment and if you do it, then I’ll give you the next piece. But most people never do it, so if you don’t that’s cool and I’ll just know it’s not worth your time. But if it’s really worth your time, do this thing. I need you to go back and listen to my podcast from episode one and listen to as many episodes as possible, and if you do that I’ll make you a customized episode just for you telling you exactly what’s wrong and how to fix it. But you have to do that first. “And I’m not telling you this because I’m on some ego trip, but just trust me. The problem is not your skill set, you  have mad skills, you’re good at everything. It’s all a problem between your ears. If we can shift that, we can shift everything else.” Then I jumped in my car and took off and started driving for six hours. And then the next day, or a day later you’re like, “I’m 14 episodes in.” he was still listening to the crappy one’s, according to Steven Larsen. The Marketing In Your Car, he was probably thinking, “This is the worst thing I’ve ever heard, ever.” But he did it. I said do it, he did it. And he kept doing it and doing it, and so two days into my family vacation I had Norah, you guys all know Norah right. She’s the coolest. But she won’t go to bed at night, she’s a nightmare. Don’t let that cute face trick you, she’s evil. So I’m like, I can’t go to sleep, so finally I was like, I’m going to plug her in the car and drive around the lake until she falls asleep. So I plug her in the car, strap her in and I start driving. And I’m like, this could be a long, long thing. She’s just smiling back here. I was like ugh. I’m like you know what, I’m going to do my episode for Nic. So I got my phone out, I clicked record and for probably almost an hour, it was an hour. I’m driving around the lake and I explain to him what I see. Did anyone here listen to that episode? I’m curious. I’m going to map out really quick, the core concept. Because some of you guys may be stuck in this, and the goal of this, what I want to do is I want to map this out, and then what’s funny is last year at Bear Lake, so a year later we had this thing where I was like, we should do a second round where I do a year later, this is the advice now. And I wrote a whole outline for it and I totally never did it. So I’m going to go through that outline now, and kind of show him the next phase. So you cool if I show kind of what I talked about? Nic: For sure. Russell: Alright, so those who missed the podcast episode, who haven’t been binge listening, you’ve all failed the test, now you must go back to episode number one, listen to the cheesy jingle and get to episode, I don’t know what it was. Okay, I’ve said this before, if you look at any business, any organization, there’s three core people. The first one is the person at the top who is the entrepreneur. The cool thing about the entrepreneur is the entrepreneur is the person who makes the most amount of money. They’re the head and they get the most amount of money. The problem with the entrepreneur is they also have the most risk, so they’re most likely to lose everything. I’ve lost everything multiple times because I’m the guy risking everything. But the nice thing is entrepreneurs that write their own paychecks, there’s no ceilings. So they can make as much as they want. They can make a million, ten million, a hundred million, they can do whatever they want because there’s no ceiling. So that’s the first personality type. The second personality type over here is what we call the technicians. The technicians are the people who actually do the work. And what’s funny, if you look at this, people who go to college are the technicians. What do they do, they look down on entrepreneurs, they look down on sales people. “Oh you’re in sales. What are you a doctor?” For crying out loud in the night. But they look down on people like us. Because “I’m a doctor. I went to 45 years of school.” What’s interesting, there’s technicians in all sorts of different spots right. I actually feel bad, I shouldn’t say this out loud, but at the airport here I saw one of my friends who is an amazing doctor and him and his wife were leaving on a trip and we were talking and he said, “This is the first trip my wife and I have been on in 25 years, together by ourselves.” I’m like, “What?” and he’s like, ‘Well, we had medical school and then we had kids and then we had to pay off medical school and all these things. Now the kids are gone and now we finally have a chance to leave.” I was like, wow. Our whole lives we’ve heard that medical school, becoming a doctor is the…..anyway that’s a rant for another day. But I was like, there’s technicians. And what’s interesting about technicians, they don’t have any risk. So there’s no risk whatsoever, but they do have, there’s a price ceiling on every single person that’s a technician, right. And depending on what job you have your price ceiling is different. So doctors, the price ceiling is, I have no idea what doctor’s make, $500 grand a year is like the price ceiling, that’s amazing but they can’t go above that. And different tasks, different roles, different position all have different price ceilings. But there’s like, this role as a technician makes this much, and this one makes this much and you’re all kind of these things. I said the problem with you right now, you have these amazing skill sets, but you are stuck as a technician in a role where they’re capping you out, where the only thing you can make is $25k a year. Remember I asked you, “What have you been doing?” and you’re like, “Oh, I’ve been networking, I’ve been learning, I’ve been getting my skills up, getting amazing.” I’m like, “That’s amazing, you’re skills are awesome, but your ceiling is $25k a year. No matter how good you get you are stuck because you’re in a technician role right now.” I said, “you’ve got a couple of options. One is go become an entrepreneur, which is scary because you’ve got four kids at home and you don’t have money anyway.” I am so eternally grateful that when I started this game, my wife, first off, we didn’t have kids yet, my wife was working, we didn’t have any money but I didn’t have to have any money at that time, and I’m so grateful I was able to sometimes, I was able to risk things that nowadays is hard. For you to come jump out on your own initially and just be like, “Boom, I’m an entrepreneur and I’m selling this stuff.” That’s scary right, because you’ve got all this risk. So I was like, that’s the thing, but it’s going to be really, really hard. I said, “there’s good news, there’s one more spot in this ecosystem. And the cool thing about that spot it’s that it’s just like the entrepreneur, there’s no ceiling, now the third spot over here is what we call the rainmakers. The rainmakers are the people who come into a business and they know how to make it rain. This is the people who know how to bring people into a company. Leads, they bring leads in. They know all this traffic stuff they’re talking about. These are the people who know how to sell to leads and actually get money out of peoples wallets and put it into the hands of the entrepreneurs. These people right here, the rainmakers don’t  have ceilings. In fact, companies who give the rainmaker the ceiling are the stupidest people in the world, because the rainmaker will hit the ceiling and then they’ll stop. If you’re smart and you have a company, and you have rainmakers, people driving traffic, people doing sales, if you have a ceiling they will hit and they will stop. If you get rid of the ceiling and then all the sudden they have as much as they want, they have less risk than the entrepreneur, but they have the ability to make unlimited amount of money. I said, “Your skill set over here as a technician is worth 25k a year, but if you take your skill set and shift it over here and say, “I come into a company and I’m a rainmaker. I create videos, I create stories, they’ll sell more products, more things.” Suddenly you’re not worth 25,000, now you’re worth $100,000, you’re worth $500,000. You’re worth whatever you’re able to do, because there’s no ceiling anymore. And that was the point of the podcast. I got done sending it, then I sent it to him and I sent it to my brother to edit it. And I have no idea what you thought about it at that point, because we didn’t talk for a while after that. But I’m curious where you went from there. Nic: So the first thing, you know, being told I was really only worth $25,000 in the eyes of the people who were hiring me, that was a punch in the gut. That sucked to hear. Thanks man. It was just like, I literally was working 12, 14, 16 hour days, lifting heavy stuff, I did a lot with lighting and camera work, not necessarily the story writing stuff, but you know, for him to put it so perfectly, that I was a technician. I thought going in, when I failed as an advisor and I started my own company, or started doing videos for people, and being so scared to charge somebody $250 for a video, being like, “they’re going to say no.” That kind of thing, and now I wouldn’t blink my eyes for that. But you know, it’s one of those things for him to tell it to me that way, just straight forward being like, “You are, you’re learning great skills and you’re meeting amazing people.” I worked with Oscar winners and Emmy winners and stuff in the movies and shows that I worked on, but again, I was only worth that much, they had a finite amount of money, and I was a small part of it, so I got a small piece. So listening to all of that, and then hearing the entrepreneur, the risk and stuff. I’m really tall, I’m 6’9” if you didn’t know. I’m a sink or swim guy, but because I’m tall I can reach the bottom of the pool a lot easier. When I jumped in, we had lost, as a financial advisor we had lost our home and we lost all these things. So I was like, I have nothing left to lose. Worst case scenario, and I had never heard that mindset before. We were renting a basement from a family members, our cars were paid off. Worst case scenario is we stayed there and get food stamps and that kind of thing. There was nowhere to go but up from there. So for me, I was just so excited. I’m like, I want to be a rainmaker, I want to be an entrepreneur, but I didn’t know where to find the people that I could do that for. So I was in this thing where I was still getting lots of calls to work as a technician, but I didn’t want to do that anymore. I didn’t want to put myself, my body, my family through me being gone and then when I’m home I’m just a bump on a log because I’m so wiped out, all that kind of stuff. So that was my biggest first thing, the action point for me. I started thinking, okay how do I transition out of this? How do I get myself out and start meeting the right people, the right kinds of clients who do have budgets and things like that, and how do I make it rain for them. That’s when I made that shift from working as a technician. I told myself I’m not going to do it anymore. The last time I technically worked as a technician was about 9 months ago. It was for a friend. So I made that shift and it was just amazing. Like Russell was talking about earlier, when you start to track it or when it’s part of your mindset, things start to show up and happen. You meet the right people and stuff. So those things just started, just by listening to that one hour long thing, I started changing and then the black box I got, Expert Secrets and Dotcom Secrets and started going through that as well. And it was just like, you see in the Funnel Hacker TV, that moment where the guy goes, “RAAAAA” that’s what happened with me. It was like a whole new world, Aladdin was singing. He was Aladdin and I was Jasmine, with a beard. Russell: I can show you the world. Nic: Exactly. But that’s what really, literally happened with me. Russell: That’s cool. Alright this is like summertime, he’s going through this process now, figuring things, changing things, shifting things, he’s changing his mindset. We go through the summer, we go through Christmas and then last year’s Funnel Hacking Live, were we in February or March last year? March, and so before Funnel Hacking Live we kind of just touched base every once in a while, seeing how things are going. He’s like, “Things are going good. I’m figuring things out.”  And then Funnel Hacking Live was coming, and I remember because we’re sitting there, and I think he messaged me or something, “Funnel Hacking looks awesome I wish I could make it.” I was like, “Why don’t you come?” And you’re like, “I just can’t make it yet.” I was like, “How about this man, I guarantee you if you show up it’ll change your life forever. I’m not going to pay for your flights or your hotel, but if you can figure out how to get there, I’ll give you a free ticket.” And that’s I said, “if you can come let Melanie know, and that’s it.” And I didn’t really know much, because you guys know in the middle of Funnel Hacking Live my life is chaos trying to figure out and how to juggle and all that stuff. So the next thing I know at Funnel Hacking Live, we’re sitting there and during the session I’m looking out and I see Nic standing there in the audience. And I was like, ‘I have no idea how he got there, but he’s there. Freaking good for him.” And I have no idea, how did you get there? That wasn’t probably an easy process for you was it? Nic: No. Credit cards. It was one of those things, I looked at flights. As soon as we had that conversation, it was funny because I was, I can’t remember what was going on, but it was a day or two before I responded back to his invitation. And I was like, I’d be stupid to say no. I have no idea how I’m going to get there. I think I even said, “I’ll hitch hike if I have to, to get there.” Can you imagine this giant sasquatch on route 66 trying to get to Florida. But I told my wife about it, and this is where Russell might have this in common. My wife is incredible and super supportive and she let me go. And we didn’t have the money in the bank so I said, “I’m going to put this on the credit card, and as soon as I get back I’m going to go to work and I’ll pay it off. I’ll get a couple clients and it will be fine.” So I booked the hotel, luckily I was able to get somebody who wasn’t able to go at the last minute and I got their hotel room, and I got the lfight and I came in and I was in the tornado warnings, like circling the airport for 5 hours, like the rest of you were. So I got there and I just remember I was just so excited. Walking in the room the very first day, the doors open and you all know what it’s like. I don’t have to relive this story. I remember I walked in and the hair on my arms, it was just like {whistling}. It was incredible, just the energy and the feeling. And I was like, t his is so cool. And then the very first speech, I was like that was worth every penny to get here. If I left right now it would have all been worth it. And you all know because you’re sitting here, you’ve felt that too. So that was my, getting there was like, “Honey, I know we don’t have the money, we have space on the credit card, and when I get home I swear I will work hard and it will be okay.” And she’s like, “Okay, go.” So I did. Russell: So now I want to talk about, not day one, or day two, but on day three at Funnel Hacking Live. How many of you guys remember what happened on day three? Russell sneak attacked all you guys. I was like, if I start going “Secret one, Secret two, Secret three” you guys will be like, “Here it is.” Sitting back. I was like, how do I do the Perfect webinar without people knowing it’s the perfect webinar? And I’m figuring this whole thing out, trying to figure that out. And we built a nice presentation, create an amazing offer for this program you guys are all in. And as you know, all you guys got excited and ran to the back to sign up and now you’re here. But you told me this personally, I hope you’re willing to share. But I thought it was amazing because you didn’t sign up that night. And I would love to hear what happened from then to the next day, and kind of go through that process. Nic: So this is my first Clickfunnels, I was all new to this whole thing. I was so excited when the 12 month millionaire presentation came up and I was like, “This is awesome.” Then I see it in the stack and I’m like, “I’m seeing the wizard,  I can see the wizard doing his thing.” And I was just so excited, and then the price. And it was a punch in a gut to me, because I was so, listening to it I was like, ‘This is what I need. This is what I want, this is what I need. It’s going to be amazing.” And then the price came and seriously, the rest of the night I was just like…. The rest of the presentation and everything after that I was just kind of zoned out. I just didn’t know what to do. Because I knew I needed it so badly and I’m like, that’s almost twice what we’re paying in rent right now. You know, it was just like, how am I going to justify this when I’m on food stamps and Medicaid and all this kind of stuff. You know, “yes, I’m on that but I dropped this money on a coaching program.” Russell: “From this internet coach.” Nic: Right. And so I’m having this mental battle and get back home to my room that night and I didn’t go hang out with people. I just was not feeling it. And I remember texting my wife on the walk back to the room. And I took the long way around the pond, just slowly depressedly meandering back to my room. And I’m texting her and I’m telling her how amazing it was and what the program would do and all that kind of stuff, and she’s like, “That sounds great.” And I’m purposely not saying how much it’s going to cost, just to get her excited about it, so I can maybe do a stack with her right. “For this and this….” See if I could try it. I didn’t, I failed when it came to doing that. I told her the price and she’s like, “That’s a lot of money. How are you going to pay for it.” And I’m like, “I don’t know.” And I’m like, “The only thing I can do, because I have to sign up while I’m here, and pay for it while I’m here. I can put it on the credit card and then we will figure it out.” So we talked a lot and I talked to my dad and it was the same thing. He was like, “Man, that’s a lot.” Just the scarcity mindset that a lot of us have with our family members and support system who aren’t, don’t think, who aren’t the crazy ones. So I went to bed and I got emotional, and I slept so so bad. Just didn’t sleep well that whole night. And again, I talked to my wife again the next morning, and I just, we just said, “It would be awesome. But I can’t do it, so I’m just going to work hard and figure something out and then if it ever opens up again, then I’ll be in a position to do it.” So I left my room that morning with that in my mind. I made the mistake of keeping my wallet in my pocket though, because I’m here. I again made the long walk back and kind of gave myself a pep talk like, “Don’t worry about that kind of stuff. Just more value out of it, meet more people.” So that’s when I left my room that morning, that’s where my mind was. Russell: What happened next? Nic: I walked into the room and Kevin Hansen, who I had, it’s funny, he does a lot of editing for Clickfunnels, and he and I had actually met independent of Clickfunnels before. It was one of those things like, “Oh you do, oh my gosh.” and it was like 2 months after we’d met. So I was talking to him, just chitchatting, and I just had right then in my mind, it was like, “Walk over to the table and sign up. If you don’t do it now, you’re never going to do it.” And it was just one of those things, because I’d given myself that speech, that whole five minute walk across the property. So I finished up talking with him and I just said, “I’ll be right back.” And I walked straight over to the table, got out the credit card, wrote it all down, and I’m like, I don’t even know what my limit is, so I hope whenever they run this that it goes through. I don’t know what’s going to happen. So I did and I got that little silver ribbon that we all got. And again, {whistling} chills. Like I was like, holy crap, this is amazing. I put it on my little lanyard thing and I was just like, I couldn’t believe it. The adrenaline and all that stuff of, “I’m doing it. And my wife is going to kill me when I get back home.” So that’s, then I went and got my seat and I was just floating, you know. I was so amped, I could have “Steven Larsened” it and screamed over the noise of everybody else and it would have been very, you would have heard it. So that’s what I did that morning. I was like, ‘Not going to do it, not going to do it, not going to do it.” I walked in, 60 seconds done. You have my money. Russell: So I’m curious, when did you tell your wife? This is like a marriage counseling session, huh? Nic: yeah, do you have a couch I can lay down on? Russell: A big couch. Nic: yeah, really. So I got home and I didn’t tell her, at all. I didn’t. I said, the clock is ticking. I have 30 days until that hits, or 20 days until the credit card statement comes and she’s like, “Wait, why is there an extra $2000 bucks on here?” So I just, I said, I’ve got some time because my wife, she’s 5’3”, she’s dainty, little petite lady, but she’s not scary I guess. But this is the first time I was really scared to tell her something in our marriage. So I just said, I’m just going to hit the road hard and see what I can come up with to cover at least the $1800 and the hotel, for what I racked up at Funnel Hacking Live, and then that will get me another 30 days to figure something out. So I went and I never told her until the credit card statement came and she saw it. She’s like, “What’s this?” But what happened before that, I don’t know, do you have something after that or do you want me to go to the next part? Okay, so me going to work and being like, “I gotta find it.” and it’s funny that night at Funnel Hacking Live, I went on Facebook and I created some half thought through offer where it was like, “Hey if I can get like 5 people locally where I’m at to do a monthly low number where I create a couple of videos for a monthly retainer, that will cover it and I can figure it. But nobody nibbled on it. So I got home and I started just trying to figure stuff out. And I had met another lady who had a company and she uses Clickfunnels for her course. And it was funny, I talked to her before I went to Funnel Hacking Live, and we were talking and she was like, “Do you know Clickfunnels?” And I was like, “That’s so crazy. I do.” Because I’d never met anybody else that had. So I got home and I shot a little video with her, it was a test to do some modules for her course and she loved it and it was great. So we were talking about, she had like 20 videos she wanted to do and we were talking about budget, and I just said, “you know what, for that much, for that many videos and all this kind of stuff, it’s going to be $25,000.” And she didn’t even blink. She’s like, “Perfect, that’s great.” Thank you, you guys. You’re going to make me cry. Thank you.  And that was like maybe two weeks after I got home that that happened. And I left her house and I tried my hardest not to do a jump heel click going down her driveway, out to my car, and I got around the corner and I messaged Russell like, “dude, you’ll never guess. I just closed my first 5 figure deal and this is what it was…” and he was like, “That’s so cool.” You know. But it was the whole plata o plomo thing, I would never have the guts to ask for something like that, I know that I should and that my skills and what I can do are worth that and more, and it’s been proven to me again and again since then, but to ask the first time, that first time you have a big ask and you’re just throwing yourself out there, and if she would have said no…Now what am I going to do? Because I had actually done another pitch where I did like a webinar pitch where I  had a stack and slides and stuff because it was for a Chamber of Commerce, and I wanted to charge them 2500 a month to do like 4 videos a year. And I did the whole thing like, “If you do it, it’s $2500 a month, or if you do it all right now it’s this…” that whole you know, and they passed on it. I was like, ugh. So it was just one of those things where being around y’all, that was my first experience being around entrepreneurs, really. I have friends who have had businesses, but I felt weird for wanting to create my own thing or being selfish because I have four kids. Like why don’t you go get a real job? All those conversations that you hear and have with yourself, especially when things aren’t going great. But it was like okay, I have to get it done or I have to drop out. And I just, even in that short amount of time I received so much value from the people I was beginning to meet, and then as the content started coming out I was like, “There’s no way I could live without this after having a taste of it.” So that was my, I had to get it done and it worked out. Russell: Amazing, I love that story. So coo. Alright, so since then, how many of you guys have watched his….are you daily or almost daily Facebook Lives? Nic: Pretty much, almost daily. I’ll miss some… Russell: How many of you guys have watched his daily Facebook lives, he’s doing what we’re saying right. He’s doing it. He’s doing it. I see it, I see it coming in my feed. It pops in my feed over and over. He’s doing what we’re talking about. He’s attracting people, he’s telling stories. All the stuff we’re talking about, he’s been doing it. But part of it, he had to have that emotion, that plata o plomo moment and then he hit it and it’s just like, he’s been running and running and running and running. And it’s been so insanely fun to watch the progress and the growth. Some of you guys know he put out an event that’s coming up this weekend and sold out in 5 seconds. He’s like, “I sold out, should I make it bigger?” and I’m like, “No people should have responded to you faster, it’s their fault. Sell it out because next time it will be easier to sell it out again and easier to sell out again.” But he did it by giving tons of value. Telling stories, telling stories, telling stories, providing more value to you guys, to other entrepreneurs, other people in the community and people are noticing. All the stuff we talked about today, he’s doing it. Consistently, consistently, consistently doing it. That was so cool. I don’t even know where to go from here. Alright I know where to go from here. Before I move into this, was it scary? Nic: All of it scary? Well, this is what, back to my competitive days, I don’t care who, I’d played against the best players in the country at high levels. And I didn’t care if you were going to the NBA, being recruited by Duke, once we got into the lines I didn’t care who you were, I was going to make you look silly. I would hold, you wouldn’t score a point on me, or I would just like out work you and if you wanted to get anywhere I was in your face the whole time. And so this was a whole different game for me. I remember Myron talking about in his speech at Funnel Hacking Live, you have to stay in the game long enough to learn the game, and I was new to this game. Like brand new, less than 12 months when I went to Funnel Hacking Live. And it was terrifying because, not necessarily because I didn’t think I could do it, I was just worried when, how long it would take. Like am I going to go and just spin my wheels and it’s going to be 15 years, 2099 and I’m wheeling up across to get my reward from him in his wheelchair, just like, “Hey buddy.” You know, that kind of thing. I just didn’t know how to make it happen quick. That kind of stuff. So I was definitely scared, not necessarily of failing, because I had failed before, I was just scared how long it was going to take. Russell: one of the best moments for me was this summer, him and his family were driving home from, I can’t remember where, they were driving through Boise, and he’s like, “Can we swing by and say hi? My kids want to meet you, my wife wants to meet you.” That’s always scary when you haven’t met someone’s wife or kids and you’re like, what if they hate me. And I remember I started thinking, oh my gosh. He spent all his money coming out here, and then he bought the thing, she might legitimately want to kill me. I have no idea. I was a little bit nervous. And I came and met them and the kids, it was super cool. I remember the coolest thing, your wife just looked at me and she said, “Thank you.” And I was like, how cool is that? Just the coolest thing. Thank you for convincing, persuading, whatever the things are to do this thing. I think sometimes as entrepreneurs we feel the guilt or the nervousness of, “Should I sell somebody something? Is it right, is it wrong?” You have to understand when you’re doing it, it’s not a selfish thing for you. It’s like, how do I get this person to take the action they need to do. Because most people won’t do it until they make an investment. It’s just human nature. They’ll keep dinking around and dinking around, whatever it is until they have a commitment, until they make that covenant, like Myron talked about earlier, people don’t change. So in any aspect of life, you want someone to make a change, there’s got to be something that causes enough pain to cause the change, which is why we have the program. We could have priced the program really, really cheap but I was like, “No we won’t.” We legitimately wanted to make a plata o plomo moment for everybody. You’ll notice, when the program signup, not everybody who signed up is here today. Some people fell away, some of them left, things happen and I totally understand, but I wanted to make it painful enough that we get people to move. And there are people in this room, I’ve joked about, Nic probably shouldn’t have bought that. If he would have asked I would’ve been like, “No dude, don’t. What are you thinking? Why would you do that?” as a friend this is weird, but I’m so grateful. Are you grateful you did? Nic: Absolutely. Russell: Where’s Marie Larsen, is she still in here? I talked about this in the podcast. She was in the same situation, she should not have signed up for it, it’s insane. I saw this text she sent Steven, she’s like, how much did you have in your bank account when you signed up for it? $70 in the bank account, $1800 a month bill she signed up for. And then it started happening and she was freaking out how it’s going, if you guys haven’t listened to the podcast, Lean In, yet I told the whole story. But it got nervous month one, then month two happened and she’s like, “Oh my gosh, I need to leave. I can’t afford this.” And she’s talking with Steven and Steven’s like, “Well, you could leave and walk away, or you could lean in.” so she decided, “Okay, I’m going to lean in.” So she leaned in, and I’ve watched as her business over the last 3, 4, 5, 6 months is growing and it’s growing and it’s growing because she leaned in. Tough times will come, every single time it comes, but those who lean in are the ones who make it through that, and who grow and who build huge businesses.
Virtual Real Estate

Virtual Real Estate


One of the fastest ways to make money without having to build an actual business. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Right now, I've been working on Funnel Hacking Live and planning and preparing a bunch of really cool things. I want to share with you guys a concept that I'm working on for potentially a presentation at Funnel Hacking Live, so you’ve got to tell me if you think it’s cool. If so, I'm going to flush this out and show you guys the magic. With that said, queue up the theme song and when we come back I’m going to talk about virtual real estate secrets. All right. So Funnel Hacking Live is coming. I'm pumped. I'm excited. We're planning out the event, the venue, the excitement, the speakers, the presentations, what I want you guys to get. I'm time-lining, storyboarding out the entire thing. If you knew how much goes into Funnel Hacking live, you'd be pretty excited. For those who have been in the past, you know it is a huge show. And for those who haven't been yet, this year is going to be the best ever. And why? Because, number one, I'm hoping by then, most of the COVID restrictions are done and we can just have a normal event. If not, we've got some backup and contingency plans. But for most of us, we haven't hung out for a long time, and I want to get together, hang out with a bunch of funnel hackers. So the parties on. We're doing it. It's happening in Florida. If you don't have your tickets yet, go to It's coming up this September. But regardless, the reason why I'm here today is tell you guys I've been planning this event and I've got some really cool stuff I'm going to share. We have some big updates. There's so much, so much stuff that they're constraining me from speaking. I'm not allowed to tell you guys, but regardless, I promise you, you will want to be there. It's going to be worth it. We do have virtual options this year, and so for those who can't physically come, you can watch. You can attend virtually as well. But anyway, I'm working on some ideas for content and I have something I want to talk about. It's been on my mind for literally, probably 10, 12 years, and it's this concept of virtual real estate. Okay? Obviously, most of you guys know what real estate is, right? You buy houses, you flip houses, you rehab houses, no money down, all this stuff. There's a million different ways to make money in real estate. But as cool as that is, real estate typically cost a lot of money if you go and do the thing, which is kind of annoying. And so, I want to talk about this concept called virtual real estate, which is web properties. What's interesting is anything you can do with a real property, like actual real estate, you can do the same things with virtual real estate, especially as you start becoming a master of all these principles and these concepts you've been learning from us, right? You learn about funnel building and traffic generation and copy and storytelling and all these things. When you learn and start mastering these things, you can literally do the exact same things that people are doing with real estate, but with virtual real estate. And honestly, it's a lot more profitable, a lot less startup costs and things like that. For example, let's say I want to go into actual real estate. So I'm going to go find a house and I'm going to find a house that's underpriced. I'm going to buy it. So say I find a house for 200 grand or whatever. I buy this house. I'm going to take them. I'm going to fix it up. I'm going to slap some paint on it. I'm going to throw in a new washer and dryer, a new refrigerator. I'm going to, whatever, lipstick and rouge to make this house nice, and then I'm to go flip it and make like $50,000 profit, right? There's a strategy in regular real estate, right? Now, you may be saying, "Well, how does that work in virtual real estate?" Okay. Well, there's a lot of people who create some insanely cool products who don't know what you know, and there's a lot of places to find these things. One of them is, which is a cool place that is literally a marketplace, people selling websites and products and businesses that they created but they couldn't figure it out. And there's tons of other marketplaces. I don't have them here on top of my head, but Flippa is one of my favorites I go to. Almost daily, I look at Flippa. There's other ones out there. I think Shopify's got a marketplace, all their old Shopify store owners to sell there's. Anyway, there's a lot of out there. But basically you go to these stores and you find something where someone's got a really, really cool product, but they suck at what? All the stuff that you're good at, right? It's like a house, that you find this underpriced house. Yeah, the house looks like crap, but I know all you got to do is throw some lipstick on this thing, some paint, a new refrigerator, and this thing's something going to be worth $50,000 more. Right? You can do the same thing online. You can buy a website for five grand, 10 grand, 50 grand, 100 grand, whatever it is, a lot less typically than a house. You buy the thing and say, "Okay. I know these principles now. I understand this thing needs a funnel. I found a Shopify that's got a whole product line, whole bunch of SKUs, but no one's buying it because there's no funnel. So I know how to build a funnel." Right? Your funnel is your version of some paint you're slapping up on thing, or you're putting in a new fridge and a dishwasher to make the resell value go up. You put a funnel in. You guys know traffic generation after read traffic secrets. You plug in some traffic, start driving traffic. People go through the funnel. You make some money and follow up sequence, then plugs them into the Shopify store. And boom, all of a sudden, this thing that's making no money you buy for five grand is now making five grand a month, 10 grand a month, 100 grand a month, whatever it is. Now you can take that and you can flip it, or you can just keep it like cash flow. Right? You can do the same thing with a house. You can let the house cashflow, or you can flip it or a whole bunch of other things. Okay. It's powerful. I think this is primarily my fault. I obviously am very passionate and excited about me and you guys creating businesses out of our minds, like creating courses and products. I talk a lot about that or creating e-commerce stuff. You go and you find a product and you source it from China or whatever. We talk about those things a lot. But what people don't talk about is the fact that there's tons, millions of businesses that people built that are there that are just dead or they're mostly dead. Well, you can come in and buy them at a huge discount where the product's figured out, the content, that all the stuff's done. They just don't have traffic. They just don't have the funnel. They just don't have a good video. They don't have good storytelling. They don't have like the things that you have now. You don't have to go create anything from scratch. You just go buy these things for pennies on a dollar. Buy it, apply it with lipstick and rouge that you've been learning through all the stuff I've been teaching now for the last two decades. And all of a sudden, you can start making money out of the gate. And so, secretly, as I've been thinking about Funnel Hacking Live now for the last year, since we hung out last, I've been thinking about this. I was like, "I want to do this. I want to show some case studies of me doing it." And so when COVID hit, a lot of businesses went under. A lot of businesses got shut down. A lot of them, they lost their cashflow. A lot of them, like all sorts of things start happening. So I started looking for these opportunities and I started buying a handful of them. I won't be able to show you guys now because we're in the process of... At Funnel Hacking Live, I'll be able to show you, "Hey, I bought this company right here. I bought it for $50,000. I applied this funnel, this traffic strategy, these three things, put it up online. Now it's making 10 grand a month. I bought this one right here for this. I bought this one for free. I just had to cover the new inventory costs, paid for inventory costs. I applied this funnel, this funnel, this funnel, boom, launched it and look what happened." I'm going to have tons of case studies to show you guys. So that's kind of something to look forward to Funnel Hacking Live. But for right now, I want you guys thinking about it as well. Okay? It's on my mind. It's fun. It's exciting. Think about it. What businesses are out there that you could buy, you could partner with, you could take equity in? You went out of business. You could go get the assets and you can turn it back into a business. You turn it back on. If you look at Tai Lopez right now. You could say what you want. Some people love it. Some people hate him. I have so much respect for him. I think he's the man. I've hung out with him a bunch of times, and one thing that he's killing on right now, he went and he bought Radio Shack. They're going under. He bought Radio Shack and he's flipping it now. He bought Franklin Mint. He bought Pier One Imports. He's buying all these crazy companies. It is literally nuts. He's buying them for pennies on the dollar, flipping them, turning them into e-commerce, shutting down the physical locations, and he's killing it with it right now. It's like this is what I'm talking but at a small scale. Tai's doing this huge scale. Even I'm like, "That's ridiculous. You bought Pier One Imports, dude, like that's nuts." Or Radio Shack? Come on, Radio Shack? It's just insane, but that's the deals he's doing now which, yeah, we can get there someday. But right now, there's tons of little deals, tons of little things you can go. And just for today, for fun, go to, F-L-I-P-P-A .com. Go there and just scroll through. Look for all the businesses that are for sale and just look at them and say... This is the mental exercise. Look at a business and say, "Okay, this is a house. I'm going to rehab this house. If I was to buy this house, what funnels would I apply to make this thing successful?" For example, one of the ones that I am recently acquired is a supplement company. And so supplement companies, they had a Shopify store. They had product. The products are really, really good, but they don't have funnels. So what funnels would I apply? I'm like, well, first off, they need a supplement funnel. So there's a supplement funnel. Second, I'm like, what can we create to get more people into the funnel? Well, we can make a challenge tied to the supplements. There's a challenge funnel. There's a supplement funnel, and so those things. Then it's like now... the people that had it before, they had a lot of organic traffic. They were selling on Amazon and things like that, but they had no traffic. It's like, well, who's our dream 100? What's the traffic strategy? And then it's like, well, they don't have anything to sell us other than just a picture of the product. What's the story we can tell? What's the videos we can make to capture the story of this product? And so I'm just going through dot-com secrets, expert secrets, traffic secrets, applying, applying, applying these little principles that you've been getting forever. We'll launch this company and it'll be live before Funnel Hacking Live. You'll have a chance to see it, but that's what we're doing. That's the game plan. So if you guys go look at that, and really what's nice about this is a lot of times you can buy these things for pennies on the dollar. You don't have to go and actually be the front person, the guru, whatever. You just got to create the different assets, create the pieces, plug them all in there, and that quickly you guys have, just again, it's just lipstick and rouge, is you're putting the paint up on the house. You're plugging in the whatever's on the front end. You're fixing the washer and dryer, where those things are. And all of a sudden, you guys' business is cranking. Again, imagine you buy a business for five grand, and within, by applying two funnels and one traffic strategy or one funnel and two traffic strategies, now it's netting five grand a month. Holy cow! How many times could you do that? Just because you may not be able to like, "Ah, I'm not good on video. I don't know how to create a product. I don't remember frameworks like you could." All the excuses that so many people have when they hear my stuff. It's like, "Cool, then don't." Go buy something and let's rehab it. Let's fix it. Let's flip it. Let's cashflow it. There's so many strategies that are so simple, and all of this is taking the same principles that you've learned, that you understand, that we've been talking about and applying it to these kinds of business. So there you go. Hope that helps. Hope it gives you some ideas. If you're not at Funnel Hacking Live, you're insane. We're going to be going deep in this stuff. It's going to be so much fun. Make sure you're there. I'll be sharing these case studies examples, showing you guys what we're doing, how we're doing it, why we're doing it, and hopefully get you fired up and excited. With that said, I am going to go to and go find another business to buy because I need some more case studies for you guys. So appreciate you all. Hope this helps. Hope to get the wheels in your head spinning, and I'll see you guys at Funnel Hacking Live. Go get your tickets, Thanks everybody, and we'll see you soon. Bye.
Follow-Up Funnels

Follow-Up Funnels


The often overlooked “second funnel” that is invisible to the naked eye… Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody. Welcome back to the Marketing Secrets podcast. Today we're going to talk about what I call The Often Overlooked Second Funnel That's Invisible to the Naked Eye. We also call these Follow-Up Funnels, and I'm going to show you guys a really cool case study about how I basically made $16 and 49 cents for every $1 we made inside of our actual funnel. That is the power of Follow-Up Funnels. All right, everybody. So you've probably heard me talk about Follow-Up Funnels before, but I want to tell you just kind of the history behind this and why it's important and what you should do, and a whole bunch of other cool stuff. So when I first got started on online marketing way back in the day, back then everyone used to use email auto responders, which... We still use variations of those today, but I remember when it came out and what would happen is that you had... Someone would subscribe to your email list and then you'd write a pre-written out email sequence. Right? So, what we used to do back in the day when I first got started was I was like, "Sign up for my free five day eCourse." That was the thing everyone did. Everyone had a free five day eCourse. So, someone would opt in and then they give you the email address. Then the Follow-Up Funnel was a five day email course. Day number one, you'd be like, "Here's this first thing, second thing, third thing, fourth thing, fifth thing." And the fifth day, you'd ask them to buy the thing you were trying to sell. That's how this thing first started for me. Then I remember, fast forward, who knows, a year or two later, I was hanging out with a guy named Matt Bacak and Matt told me at the time, I can't remember exactly what it was, but it was something like... He was like, "Yeah, I sat down and wrote out 600 emails. I built an email sequence. So if someone joins my list, they get an email everyday for 600 days, or something." I was like, "Holy cow." That's insane. Imagine, if I just did that once, I write this huge sequence and then put people through it, I'll never have to worry about writing emails again. I'll just add people to my list. That was my thought. So then I started trying to write a huge Follow-Up Funnel like that, a huge email sequence. And I got five days in and I was like, "I want to die. This is really, really hard." So I stopped. And then over the next two decades of my career I tried so many times to start one. I'd start writing one and then I get tired and then I write it and then... I remember one time I wrote it and I put all inside of GetResponse, excuse me, it's Aweber. First I wrote a, I don't know, 20 emails sequence and Aweber and I was going to keep adding to it. And so I built it out. I started adding my list and then Aweber canceled my account. And I was like, "What the dump." I was so mad. And so, then I went over and I rebuilt the entire sequence in Getresponse, but I was going to import my same list. I couldn't do the same emails. I had to rewrite the entire thing. So, I spent like two weeks rewriting that same email sequence then imported my list. They start getting emails. And within like two days, Getresponse canceled my account. I was like, "I'm going nuts." IT's like, "I can't keep doing this." And so I gave up on it again. And then ClickFunnels came out. One of the powerful things about Clickfunnels is when you build out your, your follow-up sequence, you can plug in any SMTP. So that's basically, you can plug in, send grid or you can plug in Amazon S3 emails, you can plug in... And there's a bunch of ones you can plug in. So that way, one of the reasons why we did that, because I had had so many headaches where we had launched an email sequence and our emails software shut us off and he'd go rebuild it. It was a nightmare. Whereas in ClickFunnels, let's say you, you build out your sequence, you upload a list of customers and start getting an email sequence. Let's say, SendGrid shuts you down. You can just plug into different SMTP and the emails keep going and you won't lose a beat. We built that because I was like, "That's how I need for myself because I don't want to write these again." So we did that, the initial email sequence that probably, I don't know, 10 or 12 days. And then that's all I ever got to. And about that time when we launched this in features, Clickfunnels. We need a name for it. Is it an auto-responder sequence? Is it marketing automation? What is the... We need a name. And we kept trying back and forth. And this was before Funnel Hacking Live 2017. We need a name for this, what's it called? And I remember Stephen Larson's here in the office and he was like super stressed out. "I'm trying to figure out this name, I'm trying to figure out this name." And I think he totally went and he prayed in the corner, something. Came back two minutes later, he's like, "What about follow-up funnels?" I was like, "Oh my gosh, that's what this is. Like someone comes in, they give you your email address. They go through normal funnel and then they're added to your follow-up funnel. You follow up with them, you take them through a sequence." And so we built and that became the thing and that became the branding. And so ever since 2017 now, so at 21… no not 21 years, four years. Four years, I've been calling them Follow-up Funnels. And so for me, that's what it is, you have your funnels and then your follow-up funnels. And so, it was interesting as I was writing the DotCom Secrets book, actually, prior to that, I was doing a presentation for Funnel Hacking Live 2017. And I actually shared this case study in the DotCom Secrets book. I want to share with you guys right now, is I want to see like how valuable is an actual follow-up funnel. As we started looking at our funnels, how much money they make when somebody comes through a book funnel, right. And looks through that revenue and then said, "Okay, over the next 30 days from our email follow-up funnel, how much money do we make?" We started looking at the math and the numbers and what was crazy in the snapshot I took, this was 2017. I think it was December of 2016. I took the snapshot. And what was crazy is that for every $1 that we made inside of an actual funnel from a book funnel or a webinar funnel, whatever it was, every $1 remains side of a funnel within 30 days made $16 and 49 cents through our followup funnel. What? What the dump, right? If you guys never heard me say that expression before, it's a weird one. I had a friend in college who used to always say, "What the dump" and it's stuck, and it's weird. I don't know, but you're getting it today. So, I was like, "What the dump? That's amazing. That's for every $1 I put in, I get $16 and 49 cents back out. It doesn't make any sense." And it started getting me really excited about the concept of follow up funnels. And so for years I sat down and kept like mapping out, “Okay I’m going to write, I'm going to build...” You know, not like a Matt Bacak, 600 email sequence. I want to build a sequence that goes through all my core offers, my products and something that's kind of... I start looking at that. And so we started sitting down and building one out and every time I tried to build out, I got so big. I was like, "It's going to be 50 emails, 60 emails." And I get stressed out. And I was like... Anyway, I'm sure you guys have gone through that. It's kind of overwhelming and stressful. But finally last year during COVID, I was like, "All right, we're building this thing out. And so we sat down and I mapped out, okay. If someone comes to my world, what did all the offers and the videos and YouTube videos or the podcasts websites, what are the best things that I have. What Would be the sequence I would send somebody through, like if my mom joined my list, what would I want her to have first, and second, and third? And I mapped out the sequence and the sequence ended up being about 60 emails. And then, I went through and I was like, "How am I going to write 60 emails? " That just sounds like pain. I want to die just thinking about it. Right. So I got out Voxer and I would Vox each email. So, I just kind of say it and I had my go and get it all transcribed and send me back the transcripts. Then from there, I'd take these, these transcripts, I could write emails a lot faster. And so, I started doing that and we started building out the sequence and it was like I said, 60 emails going over about a three month period of time. So, it wasn't every day, but sometimes it was three or four days in a row. And we'd take three days off and the back and forth. We built out this really, really cool sequence and it got it done. And then over the last 60 days or so, they slowly added people into the top of this sequence. In fact, as of Friday, we had added 1,734,577 people into this funnel. And we were getting an average overall engagement, 22%. 22% people were opening every single email, which is pretty exciting, but that was 1.7 million. And still have another, I think a million and a half that was being added in over the next, probably next 30 to 45 days being added to the top of the funnel trying to go slowly, so that all of a sudden we don't blow up our email. If you go off and start sending a million emails it just... anyway. So, we've been slowly adding these people in every single day. And as 1.7 million have gone into it, 20% open rate. And now, they're getting a sequence of 60 emails for the next three months and what's been crazy and cool and exciting is that first off, I haven't had to write an email for a long time, which is kind of nice. Second off, I'm watching this now because I have a lot of funnels, so my email sequence links people to different funnels, and then videos and podcasts episodes. So again, somethings are selling somethings are trained. Some things are free. Some things are paid, but just kind of moving them through the logical sequence of offers, of content, of things I want people to get into experience and it connects people to all these different things. And then, how it's fun is I'm watching this now. And now this is done, every single funnel across our business now is lifting. It's really crazy. Our best converting videos are more people where views are popping and they're spiking. And , it really seems like the entire company as a whole is lifting in revenue in engagement and all these things all by placing the thing in place. And it... I've been fighting this for, I mean, honestly, it's been two decades because I finally first want to do this, though I actually finally did it, excuse me. And now it's just insane watching what's happening. And we plugged in, so if someone opts into any of my funnels, anywhere at any given time, they go through that little meet. Usually someone opts in a funnel is a little mini sequence they go through for three or four days and then drops them to this big, major sequence that takes them through all of the offers in chronological order. And so we're adding again about 1000 to 2000 people a day. And actually more than that, excuse me. Pretty close to 3,500 or so, opt-ins a day are being added in his funnel as well. So it keeps growing and growing and growing. And I'm watching this now as the entire ecosystem of ClickFunnels is all rising together because of this, this funnel that's in place. And that's nice because it's 60 days long. Everybody who goes into my world is going to be getting these for the rest of time until I decide to change them or updating or tweaking. And hopefully I never will because I spent so much time and so much effort working on them. And it's just really, really cool. So a couple of things. Number one, if you've been getting a new email sequence from me, pay attention, okay. I think I'm going to eventually put this whole email sequence into a book and call it Followup Funnels. It'd be a really cool product, but right now you guys are getting it for free. So, if not, go opt into any of my forms and eventually you'll start getting it. The first email says something about marketing secrets, like "What's marketing secrets?" And so, that's the first email coming through, but it's powerful, man is blowing our business away. So, I want to share with you guys, cause I want you start thinking, now that you've been creating more things, right? You got some funnels, you got some videos, you got a podcast, you got content, you got things you're putting out there. Think about this. My thought when I was creating this follow-up funnels, "If my mom was to come to my world, what would be the first thing I'd want her to engage with? And then what's the second thing. And the third thing, and the fourth thing, I would look at this, this logical sequence of events. And then from that, that's how I wrote my email sequence. And then you get it all together. And when it's done, man there's this thing that's just literally, hand-holding all your dream customers around the logical sequencing of your content in your offers. And how powerful is that? What would that do for your business if you have that right now? I tell you for us here at ClickFunnels it is... We're already seeing this in this entire lifting across the board and it's powerful. And somebody will come to our world and like they see a webinar and that's all they know. And they see a book and they see something random, but they don't have the context of everything we're doing. So by doing this, puts everybody into a sequence where they're getting step-by-step piece by piece, the stuff we want them to understand in the order, we need them to understand them. And that's really the magic and the power. So anyway, I want to share with you guys, because I'm pumped about it. It's working. If you don't have your own follow-up funnels, now is the time to start building out, creating them, plugging into click funnels, I guess, to do it in the click funnels. So you don't risk getting shut down, which happens in pretty much every other autoresponder sequence I've ever had. In fact, I think in the slides I talked about that, because this is the very first time I told people about our follow-up funnels inside of ClickFunnels, we announced it. So, in the past Aweber shut me down six times, Getresponse four times, Icontact shut me down nine times, two and Fusionsoft two times, ActiveCampaign, two times, MailChimp should be about three times. And that's it. And so I would be careful of using any other outside responders for that reason. We have some crazy updates come in Click funnels in the very near future with our followup funnels and stuff. I think you were going to go crazy for, I can't announce that yet, but anyway, good stuff's coming. So I just want to share with you guys because it matters. It's important. It's something that I fought forever and I wish I had done this 10 years ago and just read it every year, re-tweaked it every single year, whatever that might be, but now it's done. And now it's just insane. So again, from the snapshot December, for every $1 we made inside of our, our core funnel or drive people who made $16 and 49 cents follow-up funnel which is crazy. And what I'm finding now, now I have sequences even better. Those numbers are just going up. And so I want to share with you guys, hope this helps kind of build a follow-up funnel. Inspires you, motivates you and gets you excited to build the often overlooked second funnel, that’s invisible to the Naked Eye. It's called the Follow-up Funnel. With that said, I appreciate you all. And I'll talk to you all again soon. Bye everybody.
Cool things I learned from Stacey and Paul Martino at the Breakthrough in Paradise retreat. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Today, I want to teach you guys three ways to train your subconscious mind. All right, everybody. I hope you guys are doing amazing? So my wife and I had a really cool experience. Some of you guys who've been to Funnel Hacking Live, or you've been to Two Comma Club Live or been around our community for the last couple of years, you've probably heard me talk more than once about a really unique, really cool couple, and their names are Stacey and Paul Martino. So they came into our world, they had a message, "They were trying to change the world." They had figured out a process to make relationships better, specifically, like the relationships with your significant other. And they are amazing people. In the last, "How many years they've been doing this work," I believe they saved over 10,000 marriages. They have a less than 1% divorce rate of people who've gone through the program and it's amazing. So, as someone who loves my wife and never wants to get divorced and is always trying to figure out ways to make everything better, the personal development nerd inside of me. After I met them, I was like, "I'm going to go through your stuff." I've been their marketing coach on the outside, so I've had the fun opportunity to be like, "Hey, you guys need to launch a podcast, "Hey, you need to write a book." "Hey, you need to do these things." So, some of them are selfish things for me because I wanted them to create a podcast, so I could listen to their podcast. I want them to write a book, so I can read their book. They haven't written a book yet, but they're working on it. Anyway, I'm telling you this is because if you want to go deep with them, they've got an amazing podcast. If you search Stacey and Paul Martino, they have an amazing course, they have a quick start, they have a challenge, they've got a bunch of things, but I went all in, struggled through their content. Collete and I went out to their live event, and then we signed up for the high-end coaching and this year we had a chance last week to go to their Breakthrough in Paradise retreat in Jamaica, which was really, really cool. And it's fun because obviously, what Stacy and Paul do is different from what I do, but there are similarities. They've got their frameworks and they're teaching. They're awesome with what they do. So they've got their frameworks and they teach them. They teach them in their podcasts, teach them on their Quick Start, teach them in their webinars, teach them in their challenges, teach them at their live events, they teach them at their mat… They have these frameworks and they teach them over and over and over again. And what's cool is I had this breakthrough as I was sitting there because I've gone through most of the stuff that they've taught multiple times now and obviously, I'm still trying to figure things out for myself, for my family, for my relationships with other people, my relationship with my wife, with my employees, with just all the things. I'm still trying to learn and figure things out, but what's cool is that I'm at Breakthrough in Paradise. It's like their top-end thing. This is the back of their value-add. And they started the event off, talking about, "There are three ways to train the subconscious mind." And it was interesting because one thing is that they talked about and said, "You know, a lot of stuff we're going to be teaching at this event, it's not new stuff. You've probably heard us talk about this more than once. And the reality is our job is not teaching new stuff all the time. Our job is to give you a level of mastery of the stuff we've been teaching you so far." And she said, "You know, right now, a lot of you guys have cognitively," Hopefully I said that word right. "Have heard us say the things like, 'Oh yeah, I know that. I know that. I know that.' And they started saying, "Our job is not to get this into your interior, your front of your mind, it's to get it into the subconscious mind. The subconscious mind is where this stuff becomes mastery, we're just doing it because you understand it at a deeper level. Not where you're trying to think, 'How does this work? What's the first step?'" And it was just cool, and so, as they started teaching this, they said, "I want to make sure because, if we don't pre-frame this, a lot of you guys are going to discount the stuff like, "Oh, I've heard that before. Oh, I already know that" Oh, where, they said, "The job is not for you to also get a new thing. It's for you to internalize this and to master this so that it becomes something that you have forever." And so that was the pre-frame. And then they start talking about, "Three ways to train your subconscious mind." It was really cool. It's the number one. The first way to train your subconscious mind is through repetition, hearing things over and over and over and over and over again. It's the repetition that's the key, which is why it's so important. The second thing is immersion. It was a five day event in Jamaica. It was a three-day event that we went to earlier. These immersion events where were there for a long time, because if you're just dabbling in, "Oh, I got a little piece here and a little piece here." And you're not getting immersion, you're just dabbling and it's hard to get that into your subconscious mind where it becomes mastery. And then third way is hypnosis. And she said, “At this event, we're not doing hypnosis, but we're doing repetition and immersion, repetition and immersion because we have to let this sink into your subconscious mind." It can't be like, "You and your spouse get in a fight and you're trying to think now, 'What was that thing again? Let's see, okay, they taught us this thing.'" It's like, no, you have to get it into your subconscious min so it becomes habit. So it becomes something that you can use. And as she was saying that, I started thinking about myself, I started thinking about wrestling. And I remember having this aha towards the end of my high school career. I wrestled in high school and in college. But it was toward the end of my high school year. And I was someone who became obsessed or stressed with wrestling. So I was wrestling during practice, before practice, after practice, I was doing summer camps. I was like, as much as I could, I was wrestling. And I remember, because you'd go and try and learn the new move, the new move, the new move, or, they teach you the same move and help you do it over and over again. And I remember I found this to be true. I would drill a move a hundred times in practice, but it wasn't my move until I hit it once in an actual match. I remember having that, epiphany, "I can train this thing a hundred times until I've actually hit it in the match where it's... Those who have ever competed at any high level when you're competing, it's not your conscious mind out there where you think, "Okay, what's the first thing, I'm going to shoot here. I'm going to grab his arm here. When I step on the mat and I shake their hand, it's weird that everything disappears and you just go, it's your subconscious mind taking over. So it's like all these things you've been drilling over and over and over again. So it's not me consciously, "Oh, I learned, a single leg, there's a single, I should go grab it." At that point, it's gone. Like I missed it. The mastery comes back, feeling it, "When this person moves this way, this is where my body needs to go and how I need to shift, and the angle I need to take." and so I'm drilling it over and over and over like a hundred times drilling it, you start feeling it. But then it wasn't until I hit it in a match. As soon as I hit a once in a match and not I tried in the match and I missed it, it was if I hit it once in a match and I executed on it, my body would remember that. I remember telling some of my teammates that, during my senior year, this move I would drilling it until I hit it in a match. It's not mine. And they, they didn't understand that. I said, "Yeah, like I can drill this a thousand times. But until I've, until I've used it in a match, like, I don't know how to explain that, but not mine." I know I understand this, it's because it was deeper than just the consciously me knowing how to do the move, it was subconscious where my could just hit it. And so what I would do is I would go out in my matches where I knew I was wrestling someone who was easy, someone I knew what I was going to beat. My job was not to do the moves that already knew. The job is I have to hit the moves I've been learning. The ones that aren't in my subconscious mind yet. Once I'm trying to train to get back there so I can feel it and it just comes up. Those are the ones I need to hit during my easy matches. So, that way they become my moves. Because, it's not my move until I've executed it at least once in a live match. And so I would do that say, "Okay, this week I've been drilling this, this, and this. So during this match, I'm not trying to do the moves I know, I'm going to be doing these new moves because I need to execute it live in a match. Because then it's in my subconscious mind and I've mastered it. And now I can bring that out, whatever I need to. But until then, it's not mine. It's just something that I've taught my head that I know how this thing works. You think about that as you get better and better at any kind of sport or any kind of thing, like in wrestling, my moves, the ones I'm amazing at, I can still to the is day hit them perfectly like I've done some so many times. I don't have to think, "Where must I hips go? Where's the pressure?" It's just my body. So, it's so deep in my subconscious mind and it's there and I've got it. And how that happened, repetition, repetition, repetition, number one, immersion, immersion, immersion. Doing wrestling camps, long things and lots of practices like immersing yourself so it becomes a part of mastery. And actually used to do some hypnosis as well to help master those things. So those were the three ways to train subconscious mind, repetition, emerging, hypnosis. Okay. And so a couple of things that Stacy and Paul taught that was really, really cool. The first question was, "How many repetitions do you think it takes to reprogram? We don't know it's going to take a lot. It's not just you hearing something once. If you're a second timer, third timer, fourth timer. For wrestling, I would drill the drill, hundreds of times of repetition before it was reprogrammed and into my conscious mind. In fact, it wasn't, I actually live in a, in a, an experience where, it became my own move. Okay. So how many repetitions do you need to reprogram your subconscious mind? A lot. Okay. That's why it's like this event that we're going to teach the same things I've been teaching over and over, over. And because the repetition will try and get this into your subconscious mind so you can use it. So it becomes your move. It becomes your default. So instead of going to the trigger and you normally go to, this is the new trigger that comes up, Number two, things she said that was really cool. She said, "Resistance, means it's not yet wired into your nervous system." So if you hear something in your defaults like, "I've already heard this before." Boom, that is the tell-tale sign that you have not mastered it yet. Okay, because if you resist it, it means you conscious mind says, "I know this, give me the next thing." Okay. So if you're resisting it, like, "I already know this, I've heard this before. If you're resisting, it means you're not yet wired into your nervous system. That's like the tell-tale sign. Okay. If like, "Is this my nervous system? No." Okay. If you're resisting it, you're like, "I've heard this before," it means it's not in your subconscious mind. Okay, that leaves number three. Number three is when it is in your subconscious mind, and when he is in your subconscious mind, you'll actually be excited to hear the repetition. Can you guys benefit if you hear me tell the story for the 18th time and you are like, "Oh, this is annoying." And when you hear it and don't say anything, that means you're excited. That means it's in your subconscious mind. So, that's how you know. Okay. So as you're learning something, number one, the repetition is important. Number two, if you're like, I've heard this before. It means it is not in your subconscious mind is a tell-tale sign. If you're like, "This is awesome." I've heard this before." You start looking at it differently, you start seeing different intricacies, start getting to a deeper and deeper level, then you notice in your subconscious mind, okay. Those are the things. And one thing that Stacy said over and over and over again and said, "Be careful of what you're so certain with." Be careful, "I already know this, I already know this." Be careful what you're so certain with. Because if you think you already know it, you probably don't. At Least you don't know it to the level you need to, to have actual mastery. Okay. And so, as they were telling this, I was just so fascinated. I'm thinking about it. I start thinking about from my wrestling background, like, "Oh my gosh, this is so true." Let's start thinking about it for my business. If you look at what I do, I have handful of frameworks that I've been teaching for almost two decades now, which is crazy, and some of you guys have come into my world and you've read the DotCom Secrets book and you learn them. Then you read the Expert Secrets book and then the Traffic Secrets book, then you listened to 400 episodes of my podcast, and then you did the 5 Day Lead Challenge and you did The One Funnel Away Challenge and the Two Comma Club Live, then the Funnel Hacking Live One, and number two and number three and then you keep experiencing this again and I keep hearing these things over and over and over again. That's good. That's the key to mastery. It's the key to understanding these things. Okay. I promise you as many times you guys have heard me talk about these things, I've said them 10 times more than that. Which helps me master it. I've done it a hundred times more than that before I ever shared it and so these are the keys to mastery. And so if any, you guys are in a spot like, 'Oh, I've heard this before. Oh, I've done this before. Oh, I already know these things." You're at this, this level where it's in your conscious mind, but it's not mastery. It's not your subconscious mind. Okay. Cause resistance means it's not yet wired into your nervous system. You step back, and when you get the point where it becomes part of you, like that becomes your move where literally right now, if I'm going to launch a book, I don't think about it consciously. I don't think, "Oh, what's a book photo going to look like?" I've done it so many times I've mastered it. I can sit down. I can teach a two day event on a book, funnel without any notes, any preparation, anything because I know it. I understand I have perfect mastery of it, and that's the key. One thing they said at the end, which was kind of cool, "When you finished with this work, you're not finished until you become the solution. So in their relationship program, when you, the point where your relationships are perfect, where you, you become the person that you're trying to be, where, they asked you a question, you get a, you get into an argument or a fight or something triggers where your default is, the right reaction. That's when you're finished. That's when you become the solution. Right. In marketing. When you can look at any situation, you know exactly what to do, then you become the solution. That's the key. So you're doing this until you've gotten mastery. I thought it was such a cool pre-frame for their event. And the more I thought about it, the more I've seen that in my life with wrestling, with business, with things that I've achieved mastery in. It's so true. Right. I think about Tony Robbins, like I've been to Tony Robbins events lot. I've been to UPW a ton of times and I think the second UPW, I do remember, I've heard this, I've heard this before, which is funny. And then I went to a third time, a fourth time and fifth time took my kids to it. And the more times I hear it, the more I'm like, okay, cool. This is always talking about this. And I'm like looking for different angles and for ways to understand it. And if a ways to like, "How do I apply this to my life? How do I make this? So that it's my move, right? Because until it's your move, it's just something that you practiced. Okay. And practice is good, but that doesn't make mastery. Mastery comes from repetition, immersion and or hypnosis. It's doing it so many times now it becomes your move. And when it's your move, then you own it. Now you've become the person you need to be. You become the solution. And so, anyway, I hope that pre-frame helps and I hope it gives you some purpose now, "Ok, I'm going to go deep on Russell stuff and I'm going to really study everyday that's not my goal, but, but for some of you guys, that's what it is, you constantly understand marketing, but you don't understand it at a level of mastery, which is why you're still struggling. So keep going through it, repetition immersion. If you're not going to Funnel Hacking live yet, you're insane. If you haven't been to the Two Comma Club Live Virtual Event yet, you're insane. Like giving them the One Funnel Away Challenge the new one, you're insane. Keep doing it until you really understand that you've mastered it. And then that's when you become the solution. You'll know because now you're having success. Right. And the relationship game, like when, when every situation I get in my subconscious mind knows the right way to do it, when I've mastered the, frameworks and mastered the processes where I don't have to think about it consciously, It just subconsciously happens. That's when I can stop doing the work. That's when I become who I need to be. Right. The same, thing's true in your business. And so I hope that helps again. It helped me in my wrestling and I wish I would understood these things when I first started wrestling. But by my senior year, I was, I was realizing I was, I was seeing that I was seeing the man, I can practice the practice, but it's not my move until I've hit it subconsciously in the live match. And so let me force situations. I have to do it subconsciously. Let me get, in the beginning situations where I need to use this thing where I'm not using my conscious mind, but I'd have to hit it subconsciously. That's when it became my own. And so, anyway, I hope it helps you guys. I appreciate you all. Thank you so much for listing and a couple of things. Number one is again, become immersed in my world. If you haven't yet, it's time. Start with the One Funnel Away Challenge. From there, coming to Comma Club Live Virtual Event, from there come to Funnel Hacking Live like immerse yourself. And if you want to learn more about how to use this stuff in relationships, go check out Stacy and Paul Martino, is their site and I would just jump into podcasts and start immersing yourself. You'll love them, they're amazing people. Yeah, help me turn in my life. I think they can help you as well, but that's it guys, appreciate you all. And I'll talk to you all on the next episode.
Are you getting offended by people in your life? If so, listen to this now! Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody. This is Russell Brunson. Welcome back the Marketing Secrets podcast. Today I've got a rant, and the rant is I'm going to teach you guys the secret to not being offended. All right, so good morning. Today started off with two people being offended because I sent them a gift. These people in my High End Coaching program, who I send them a gift to help them in their journey, in their life, and they were offended. So offended in fact, they went and they posted it online at how offended they were about the gift that I sent them for free. So that's how the morning started out, and then ... I'm not going to give details. There are other things in this world around us that are happening. And everyone's getting offended about the stupidest things almost all the time, and it is driving me nuts. And so I wanted to teach you guys a secret. This is the secret about how to not get offended. I don't get offended very often. In fact, it's very, very rare that I do. And I can tell you this, the quality of life is a bajillion times better because I don't get offended at every little thing that comes across my plate. I have people who I completely strongly, strongly, strongly disagree with, and guess what? They can post their thoughts, their beliefs, I don't get offended. It's the weirdest thing. And so I'm going to teach you guys a secret. Do you guys want the secret? Because this will change the quality of your life. Now some of you guys are going to be offended I'm even telling you about this. For those of you who are getting offended right now or will be offended momentarily, that is a sign that you need this more than anybody else. And so, yeah, so here we go. This is the secret to not getting offended. You have to assume that even if people disagree if you, even if what they believe is not something that you believe in. Even if they say something that you strongly ... You hear it or you see it or you read it, it makes you sick to your stomach and making you upset, whatever, frustrated. The secret is to understand that people all act out of good intentions. What? "There's no way, this person's evil." No, people act out of good intentions. This is the big secret, this is the big aha that most people want to understand. People aren't going out there trying to be horrible people, they're doing it out of good intentions. The first time I heard this epiphany, this aha, the first time I realized this to be true, I was actually at a Tony Robbins event. And Tony talked about this. He said, he said something along the lines of that people act out of good intentions, even if what they're doing is evil. And I was like, "What does that even mean?" And he said, he was telling the story about UPW, which is his Unleash the Power Within event. He said that, "I was sitting in this event and we're talking about tensions." He said, "I had a workshop and people writing their notes down." And he said that, 'After you write your notes, you share it with your partner." And apparently some guy saw his partner's notes, and in his notes he talked about the fact that he was planning on killing his wife, his kids, and then himself. And this guy starts freaking out. He goes and finds one of the ushers, like, "Oh, my partner here is about to do something really bad. You should do something." And so they went and told Tony. And so Tony called the guy up, "Hey, so-and-so, come up on stage." And he's like, "Tell us what's going on?" And the guy was just like, "Well, my plans are after this, then I'm going to go home and I'm going to kill my wife and my kids and then myself." And everyone in the audience is like, "Aah," super offended. "This person is evil. This person is the most horrible person on this planet." All these things. And that would be most of our gut instinct, is this, "Aah." And Tony starts working the guy and starts talking through things with him and say, "Well, why are you doing this? What's the purpose? You're not just doing it to be a horrible person, why?" And when it came down to the guy came back and was like, "My father left when I was young. And it ruined my life. These are, all the things happened because my father left me." And he said, "I am miserable. And I want to leave, I want to leave this earth. But I know that if I leave this earth it's going to destroy the life of my wife and my kids, I love them so much. I don't want them to go through the pain that I went through. And so because of that, this is why I'm going to do this thing." And obviously, yes, it is messed up. It's like, there's a lot of psychological help that needs to happen there. I'm not downplaying that at all, but the person was acting out of good intentions. They weren't going and trying to be this horrible person, they were trying to act out of good intentions. And it's interesting, when I see people post something that I don't agree with, I don't try to get the initial visceral response, like, "Aah, that person is evil. I'm offended. Let me tell them why they're evil in the comments down below." Instead, I look at it, I'm like, "Man, I don't agree with that. But what's their intentions? Is it good?" And I think about it and I'm like, "Huh, I strongly disagree with what they're saying and why they're saying it." But typically, almost every time I've tried to do this exercise, I'm like, "Man, the reason why they're doing that is actually out of good intentions." They're doing it because they believe this, they're doing it because of this. And it's interesting as I step back and I stop and I say, "What are their intentions? Is there any possible way they have good intentions with this thing that they're posting? This thing that they're saying, this thing that they did, the thing they experienced, the thing ... The gift that they sent me in the mail." And then I started thinking for a second, "Is there any possible way that this person had good intentions? And what would that look like? Well, what's the lens I'd have to look through for me to post that?" And I can look at it and say, "Man, I completely disagree with that person. I think they're wrong, I don't agree with anything, but I can see the reason why they did it is because of this. This is their intentions and their intentions were pure." And I believe, maybe I'm just naive. I don't know, maybe I am. But I think that all humans who are on this planet here, they act out of good intentions. And sometimes intentions are messed up, sometimes a psychological damage and they're just like ... There's all sorts of things that happen, but I think that all the decisions that all of us make, there are good intentions. And so because of that, I can look at somebody who does something and not be offended. I can look at somebody who believes different than me, and I can love them. I can look at somebody who I think is insane because of their beliefs, their thoughts, their posts, their gifts, their whatever. And I can still love them because I'm like, "Man, they're acting on a good intention. This is what they think is best and that's why they're doing it." And so that's the secret, you guys. That's the secret not being offended. And I promise you, if you start looking at that lens differently, you're going to start loving people that you see, people who ... Christ talked about you should love your enemies, this is how you do it. You understand, "Man, this person may be my enemy, but they're doing it because they think this is right. They have good intentions. They're trying to help people in a way that I completely disagree with, yet I can still love them because they're doing out of good intentions." There's a quote I posted today on my Facebook wall, my personal wall, it said ... It's from Brigham Young, it says, "He who takes offense when offense is not intended is a fool, but he who takes offense when offense is intended is a greater fool." And so I want you guys to remember that, don't take offense. First off, if someone does something and they're not trying to offend you and you take offense to that, you're a fool. You're an idiot. That's on you, not on them. And then if they do, if they're trying to offend you and you take offense, then you're a greater fool. So I thought that was really powerful. So anyway, I wanted to share with you guys today because there's too much of this in the world today. Everyone's getting offended and it's ridiculous. Especially when somebody sends you a gift in the mail, or especially when somebody posts something about their beliefs, because they're trying to help people in the way that they think is right. I don't care if you hate them, if you disagree with them, if you think what they're doing is evil, bad, we need to love them. They're doing it out of good intentions. So instead, try to help them align their intentions if they, what can you do ... Instead of going in the comments and try and destroy this person and cancel them because they did something that you disagree with, what if you came back and say, "Man, how can I actually help serve this person? They're in good attention, but I think that they're steered the wrong direction." andm this intervention that Tony went through, he didn't go and get the guy locked up. It's like, "Man, I should help this person realign their understanding. If I can shift their intentions to something more positive, maybe this outcome won't be as bad as they think." And you do that not by trying to force somebody, not by trying to make them to change, you do it through inspiration. Who are you becoming? I just went to Stacey and Paul Martino's event, and they talk a lot about this concept. They call it transformation through inspiration. If you wanted to move somebody, being offended and trying to cancel them will not get them to move. It'll just make them hate you more. Instead, live your life in a way that spires people, that transforms people to make them want to think like you think. That's the key, that's the big secret. You look about the greatest teacher of all, Jesus Christ, when he came to this earth. He was not coming down trying to force people to follow him. No, he said, "I'm going to set an example. And if you love me, keep my commandments. And this is what I'm going to do." And he showed these different things. And man, we looked at him and said, "This guy, I love him, I respect him. I'm going to change my beliefs because I'm inspired by him and what he did." And that's the key, inspiration through transformation. So instead of trying to be offended, live your life in a way that gets people inspired. So that when they're struggling and they're realizing, "Man, this blueprint, this thing that I believe this, my intentions are wrong. Who do I trust? Who do I listen to?" It's like, "Oh, the person that was yelling in the comments, I'm going to trust their opinion." No, no, no. That's not what they do. They step back and they say, "Hum, well, that person, that Russell's really cool to me all the time. Even when he disagrees with me. Man, he's got something figured out. Maybe I'll listen to him. Maybe I'll ... What does he believe? What's he doing?" And that's how you get people, that's how you cause change. Not the other way around. So quit being offended, is number one. Okay. Number two, the secrets to not being offended is understanding that people are all acting out of good intentions. I honestly believe that. Number three, if you take offense when offense is not intended, you're a fool. If you take offense when offense is intended, you're an even greater fool. And number four, if you want to change people's lives, literally it's transformation through inspiration. Not by being offended and trying to cancel, I mean, yelling in the comments. So there you go you guys. If I ever send you a gift, even if you hate it, just throw it away. It's cool, I was trying to do something cool. I thought it was helping you. And if you're offended somehow, that's on you, not on me. So that's that. Appreciate you guys, hope you are all enjoying the day. Go out there, love somebody you disagree with. Live life in a way that transforms, inspires people, and be good to people. That said, appreciate you all and I'll talk to you soon. Bye, everybody.
How to find the secret things you didn’t even know you were looking for. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up everybody, this is Russell Brunson, welcome back to the Marketing Secrets podcast. Hope you guys are pumped and excited for today, because I am. The sun's up, it's beautiful. I just got out of the dentist and wanted to hang out with my friends. All right everybody. I hope that you guys are all been amazing. I'm working on so many fun things right now that I'm not even sure what to share first or second or third or where to go or what to do. But I wanted to just jump in today because I had an interesting conversation yesterday with Mr. Steve Larson, who's one of my favorite people, not only inside the ClickFunnels community, but just in the world. He's super cool. And I appreciate, I was hanging out with him, talking to him and it's been fun. Those who don't know Steve, he came into my world as my funnel builder for a couple of years and then went off on his own. It's been fun watching him build his movement and his tribe. But he was there, like when I was writing the Expert Secrets book. It's fun because when I decided to take on a project, to start writing, and you go through this phase of brainstorming and searching and researching and finding things out and discovery and like, so he was there during the whole process. Literally sitting next to me during most of it, which was pretty cool. I don't know. A pretty cool opportunity. He tells me stories about a lot. Like, remember when we were doing that and you were coming up with this and like... It's kind of fun because yesterday he messaged me and he's like, "Hey, I'm looking for a coach in this area of my life, who would you recommend? Like, what should I do?" And I kind of stopped for a second. And I was like, "You know what? There's a lot of good people. And I was recommending a few people and stuff like that. But I came back and I was like, "You know what?" Me and him have talked about this a lot, but I was like, "Honestly, the thing that's going to get your learning and your understanding of the next level more than anything is probably not the next coach, as much as you sitting down and actually writing a book. This is not a podcast about writing a book. I did one of those recently, but I wanted to talk about this because there's so many people that want to become an expert. They want to write a book. They want to make courses. They want to make podcasts. Things like that, right? We talk about the value and the importance of publishing. If you've been around me for any amount of time, you know I'm such a big believer in everybody needs to be publishing daily. Like, what are you publishing? Like pick a podcast and do it daily, or write a blog post daily, or do YouTube or Facebook live. It doesn't even matter. The goal though, is as you start doing that, you start finding your voice, right? If you've read the Expert Secrets book, I talk about actually... excuse me, the Traffic Secrets book. I talk about the two reasons why you need to publish daily. It's because number one, it's going to help you to find your voice. Number two, it's going to help your audience to find you. I'm a big believer in that, but there's something magical about actually writing a book. That's been interesting. I'm writing my fourth book right now, and I'm not telling details about it yet, but I'm writing it and it's just been so fun. I kind of forgot about this process. Like, as you start writing... because you to take this concept and break it down. How do you make it simple? How do you make it interesting? What are the case studies and the use cases? Like have other people talked about this already? I want to make sure I'm not saying the same thing other people have said. You get in this like research phase. You're studying and you're learning and trying to figure things out. And by going through that process, it's insane the insights you start getting. I almost feel like God, or whoever you want to believe, I obviously believe it's God, but he's like, "If you're willing to go on this journey, I'm going to start making these insights clear." It's the same reason why Tony Robbins always talks about he doesn't want people dabbling he wants you to go through immersion. Where you're going through a four day event, or you're reading a book or you're doing these things, because immersion, you start connecting these dots you don't see normally. All I can say is that the process of writing a book for me, I started seeing patterns and things line up that I've never seen it in any other situation, even publishing daily. There's something about it where these patterns, these ideas, and these things start showing up. It's funny because last year I wrote the Traffic Secrets book. Man, maybe two years ago. Dang it. Anyway, whenever it was. Then after I got done, I went back and I rewrote the Expert Secrets and the Dotcom Secrets book for our hardbound versions, you know? It was interesting, as I was going through, I'm reading the Expert Secrets book, and I'm doing the editing, I'm just like, "Where did some of this stuff come from?" Not that I'm like patting myself on the back. Some of this stuff's amazing. I don't know where I... Like, how did I come up with this? I don't remember the process. It's going back to like when Steve and I were sitting there in that room in that office writing the book. It was like brainstorming and researching and thinking and looking at patterns. And all of a sudden it's like, because I'm deep in this like treasure hunt trying to find the piece of gold, it's like the pattern shows up and it's like, Oh my gosh, here it is. It's like this gift is just handed to you on a silver platter. I feel like that's happening right now in this book, because I'm going through it, I'm discovering and finding these things I never have seen before, which is just so interesting. It comes down to too, honestly, it is immersion. It's immersion in different areas. It's immersion in your learning and immersion in your content creation, immersion in your product development. If you're creating a course, if you dive deep into it, start doing this stuff, again, hopefully, if you look deep, if you start trying to figure and really learn the stuff, these insights will start popping out. If you're going and you're studying somebody, instead of just like, "Oh, I'm going to listen to a podcast once a week." Or, "I'm going to go read a chapter every few days." But you go to true immersion where you're like, "Okay, I'm going to binge read this book in a day." Or, "I'm going to go to a three-day event or five-day event or whatever." But you started going through immersion. You start seeing things in a different ... I don't know how to explain it more than these patterns start appearing that you don't see when it's disjointed. I had something similar happen. This is kind of more on a spiritual side, but, a lot of you guys know I'm a member of the Church of Jesus Christ of Latter Day Saints. Some people nickname us the Mormons. Typically, what I would do, is read a chapter in my scriptures every single day, right? Which is awesome. You get different insights that are really, really useful and helpful. Then one day I bought a first edition Book of Mormon, which is super rare and kind of a cool special thing for me. So I bought this book and I was like, I want read this entire book. And there's a guy, back in the days, and he's Parley P. Pratt and he read the entire Book of Mormon in a day, back in the 1800s or something. So I found out when his birthday was, and I took the day off of work and I'm going to read this entire book in a day. It's a big book and it's not light reading. And I spent 18 hours reading and I got about halfway through. So I don't know how that dude did it in a day. But, anyway, regardless, I spent 18 hours reading this book and I got super deep into it. It was very similar. I had these breakthroughs and these patterns, these things showing up that I'd never seen before. Because I had seen things like in isolation, of a chapter, a verse or whatever, but when you read it, it's 300 pages at once, you start seeing the patterns starting to appear. Anyway, I wanted to share with you because I want you thinking about that. Like you're learning, your creation, is doing it in a state of immersion because these patterns start showing up. So anyway, I hope it helps. I just got home from the dentist. I'm going to go have some food real quick and head in the office and get back to writing. So with that said, I want to challenge you guys. Immersion. Either studying or learning or creating or whatever, block out time and go deep and start looking at the patterns and the things that appear because it's a gift. It's amazing. You'll find things you weren't expecting. It's pretty, pretty special. So with that said, appreciate you guys. Have an amazing day and I'll talk to you all again soon. Bye everybody.
Something my wife and I have been testing that has changed our relationship, and will change yours too. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- Hey everybody, this is Russell. Welcome back to the Marketing Secrets podcast. I got a really cool hack for your language. It's going to change your entire life. All right. So this one's simple. This is probably four years or five years ago, back in the very beginning of my podcasting days, back before Marketing Secrets, back when it was the Marketing in Your Car podcast, for my OGs. You guys remember that? I shared something that I was doing with my kids that was really fun. And I talked about how, when you meet most people, when you go to the grocery store or something like that, "Hey, how's it going?" They're like "Good." Or you see someone at the airport, "Hey, how's it going?" "Good." You start traveling, "How are you doing today?" "Good." Everybody's like, "Good, good." And good is boring. Good is the enemy to great, right? And so I started teaching my kids. I was like, "Hey, when somebody asks you, 'How are you doing?' Instead of saying 'Good,' say, 'I'm awesome.'" I think just try that. So my kids started doing it, I started doing it. I remember, I had to be at the airport at six in the morning, and the cashier when you're buying your gum and your water's like, "How are you doing today?" Because they have to ask that. Ad you're like, "Doing awesome." And they're like, "Oh, I wasn't expecting that." And it just shifts the person you're talking to every single time. It was like so simple, so dumb, but for the last four or five years, and I'm not perfect at this, but I always try. When someone asks how I'm doing, I never say "Good." All right? Instead I say, "I'm doing awesome." And it just kind of catches them. Even if I'm not doing good. I'm like, "Oh, I'm doing awesome." And then they're like, "Oh." and it shifts them. And it shifts you. So that's a little language hack. Right? So there's little things like that, that I'm always looking for, that are super dumb and super easy. And I found one the other day. Someone posted on Instagram, I'm not sure who it was. I think it was Lisa Bilyeu, but I'm not positive. So I'm going to give her credit, but it may not have been. But what she said, I think, or whoever it was, I think it's her. But the person who said it said, "Next time, instead of saying, 'I'm sorry,' shift it to, 'Thank you.'" And I was like, what? And then she gave an example. She said, for example, let's say you're running late and you run out to the car. Instead of saying, "Oh, I'm so sorry. I'm late," instead say, "Hey, thank you so much for waiting for me." Little shift. Now I want to show you how huge this actually is. Okay? When you say, "Oh, I'm so sorry. I'm so sorry." What does that do to you? It brings guilt upon you, then the person feels badly. "Oh, don't feel guilty. No, it's totally fine, la la la." And it shifts this whole conversation, where everything's based on guilt and remorse and feeling bad about something. And it just ruins the whole thing. Where you shift it to say, "Oh my gosh, thank you so much for waiting for me," suddenly the person's like, "Oh, you're welcome." And you just gave gratitude to that person. That person received gratitude. Like, "Oh, no worries. It's totally cool." And all of a sudden, it shifts the entire dynamic, the feeling, the energy, everything shifts after that. Now this has been a fun one for me because my amazing wife who I love so much, she definitely... Guilt drives her a lot of times. And so she says, "I'm sorry," everything, over and over and over again. And so I've been playing this with her just to see what happens. And so she had to leave for a couple of days and I had to run the kids and everything, and it was crazy, hectic, and stressful, and hard. But as her husband and as the man, I'm like owning it. Right? I'm doing it. I'm doing all the things. I'm doing the hard work. And I'm feeling really, really good about it. And she called me, she was like, "Oh, I'm so sorry that you're doing all this." And I'm like, "Don't feel sorry. I don't want you to feel sorry for me. I'm freaking stepping up. I'm your man. I want you to be thankful for this." And so I told her, I said, "Hey, instead of saying, sorry, say thank you." That makes me feel better about it. I don't want to feel like, man, like I'm this stranger. Like she feels sorry, and now there's guilt. She feels guilty, then I feel guilty that she feels guilty. It just ruins the whole experience, versus her saying, "Thank you." And so for the last week and a half, two weeks, she's been doing this. Instead of every time she's slips and catches yourself like, "Oh, I'm so sorry. Oh wait, thank you so much for doing that for me. Oh, thank you for taking care of the kids. Thank you for stepping up. Thank you for staying late. Thank you for coming home early. Thank you for..." And just shifting it from "I'm sorry," to "Thank you." And I cannot tell you the shift in my energy and her energy and the experience together. It is night and day. For me, as the receiver of that, has been amazing. And so I want to share that little hack with you because I promise you, for some of you guys, this will change your life. This will change your relationships. Don't say, "I'm sorry," anymore. Unless you do something stupid, go say sorry. You should be apologizing, but for every situation that's like, you're late, you're on time, someone's doing a favor for you, whatever. Shift it from "I'm sorry," to "Thank you." And that little tiny shift, as little as it seems, it changes the energy of the moment, changes the person's attitude, changes your attitude, makes them feel gratitude, it makes you feel gratitude. It makes them feel gratitude and everything good will come from that. And so, anyway, I wanted to share it with you guys today because it's exciting for me. And hopefully it'll be an exciting tool for you as well. So that said, you got two tools now. Number one, "How are you doing today?" "Doing awesome." Number two, "Oh, thank you so much for waiting for me. I appreciate that." Those two little shifts will change everything. All right. Have fun with them. Try it out. Let me know how it goes. I appreciate you all. Thank you guys for listening. Did you notice that? I said, "Thank you." If I had said, "I'm so sorry I wasted your time today. I'm so sorry that you had to take four minutes to listen to this today." It would have been different, right? So thank you. Thank you for listening. I appreciate you taking the time today. Hopefully gave you value. You guys give me value by listening and I'm grateful for that. Anyway, that said, appreciate you guys. Hope you enjoy this episode and we'll talk to you guys all soon. All right. Bye, everybody.
If you're struggling with difficult times, as most of us are; this is one tool I learned from Tony that's been helping me a ton. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at ---Transcript--- What's up, everybody. This is Russell Brunson. Welcome back to The Marketing Secrets podcast. Today, I want to go a little Tony Robbins on you if you're okay with that. We've been dealing with some hard things and something I learned from Tony about, man, eight or nine years ago has helped me and I want to share with you guys as well. All right. So I'm not going to go to specifics, but I think everybody, especially in the last year, has gone through hard things, challenges, things that are frustrating. Things don't make sense. Things make you angry, things that make you sad. And it's hard. Anyway, I think for the most part, most of the stuff I talk about is the fun stuff and the exciting things. And I think that maybe the positives and the negatives of social media and all the things we do is that usually we share a highlight reel, which hopefully inspires people and things like that. But there's also the other side we don't talk about as often, but it's there. And we've had a lot of, I think like everybody, a lot of ups and downs, especially over the last 12 months or so, but we recently had one that's been the toughest by far. Again, I'm not going to talk about the details at all, but as my family, I've been kind of navigating this and going through it. The one thing that keeps coming back to me is it's interesting. It's this thing that I learned from Tony Robbins very first time I went to UPW. So I didn't know how long ago it was. It was over 10, maybe 12, probably 12 years ago. Dang. Anyway, so that the time I was at UPW was actually, it was right after Jim Rowan had just passed away, which was interesting. And Jim Rowan was Tony Robbins' first mentor and he passed away and the event was like three days later. And so we're at this event and of course, Tony starts talking about his mentor who just passed away. And he talks about how obviously how sad it was for them. And then he started talking about this concept and he expounded on it at other events I went to. He talked about the meaning that we attach to things. And it was interesting because so many of us experienced the same things, right. But the meaning that we attach to things is how we end up feeling and how we cope with things. Right? And so, for example, he said, when Jim Rowan first passed away, his first year, the first initial news and your mind automatically attaches a meaning to it, right? Here's the news, boom, here's the meaning and the whatever meaning is attached to it, that's how you feel about situations. He said, by default, the meaning he got was like, "Oh my gosh, my mentor died. This is so sad. Like I wish I could have talked to him. I wish..." And all these things. Right. And this was meaning is that this thing is so sad and so hard. And it's because of it, it was hard. He's like, for the first couple of days, I struggled, I was really struggling, but he's like, as I stopped and I was able to sit back, I started noticing like, what was the meaning that I put to this? Like the, his death and like the meeting was man, I wasn't ready for him to go. You know, it was too early. all these things like, that was the meeting that my, that my brain by default attaches. And because I was able to step away and become conscious of meaning that attached. I was able to think about well, what meaning would I like to attach to this event? I can change the meaning. And so he sat back and he said, "I'm going to change the meaning." And instead of saying, "This is such a horrible thing. I'm like going to change the meaning. It means like, man, I'm so grateful for the time I had with him. I'm so grateful things I learned from him, such an amazing man." And he lived such a great life, like how amazing it was. And so he shifted the meeting. "When I shifted the meaning, like the feeling was different. And I went from being sad to being like, man, this is such a, I was so grateful for this person." And again this is just a tiny little shift, but so powerful. And as I've been experiencing dealing with things over the last little while, I've been trying to be more conscious of what things in my brain... What's the meaning that my brain attaches by default when an experience happens. And typically when it's a sad or a tragic or a hard experience, your brain defaults to like the worst thing, right. Boom, with slapping that label on, slapping that meaning. And if you can learn ow, to step back from the initial, what your brain quickly labels something on, you can shift things, right? Like for example, someone walks up to you and they slap you in the face. Like the meeting is going to attach like this person just slapped me. I'm going to slap them back and boom. And all of a sudden, like the scuffle happens, right. But if this is a slap in the face, you stop, you like, what's the meaning? Why did they do that? What's the purpose of being like, "Oh my gosh, the person slapped me because they thought that... Whatever." And it's like, you come back. No, no, wait, let me explain and you can diffuse the situation. You can change it by shifting the meaning that you're attaching to it. And something that Tony talked about later, it was a date with destiny, he talked about becoming a master meaning maker. So what's the meaning you're going to attach, like making the meaning. And so you start dissociating yourself from like the thing that your brain immediately attaches and saying, "Okay, experience happens. It's stopping." What's the meaning that you choose to apply to this situation, this event that just happened. Right? And now you apply different meaning. And it's like, "Oh." And I know for me, like man, especially social media and all social media triggers all of us, right. Where you see something, you see somebody post something and all the triggers start happening and you start firing your brain. You want to like, duh, unleash your wrath upon them in the comments. And what I've been trying to do really quickly is stop and looking and saying, "Okay, I'm going to assume that this person has really good intentions when they're posting. I may not agree with it but I do agree that most people do things out of good intentions, even if I feel they're misguided or whatever, but they have good intentions." Right? I believe politically, people on the left and the right and in the middle and all sorts of all that they say, everyone's acting out of good intentions. They're all doing what they think is right. Even though I think some people are completely wrong, it doesn't matter. They think I'm completely wrong. Right. And so it's like when they post something, I have the meaning of like, "Oh, they're evil, they're bad." Like that's the initial default that has come back saying, "Wait, wait." Instead, what if I attach the meaning that person has the good intentions. And I may not agree with them, but they're doing the best based on what they think is right. Right. And then we see, it's like how people parent, how people vote, how people, all these things. And it's tough because we want to fight. We want to be right. What I've been trying to do a step back and not default comment, not default fight back, but instead come back, say, okay, the meaning attached to that person's comment, it's not that they're dumb or they're wrong or they're whatever. It's just like, that person thinks that they're doing what's best for them. They have good intentions. I love them for the fact that they're doing their best based on the knowledge they have. And it's hard. I'm going to tell you, it's hard. I'm sure all you guys struggle with that. But for me, it's what I'm trying to do for a lot of reasons. One is it's keeping my sanity on somethings. Number two, it's helping me to be happier through these hard times. Right. Something tragic and horrible happens, it's okay, there's different meanings we can attach to this. It's not fair. It's why did it have to happen? Why did we... All these things or can make man what's the blessing, what's the shift? What's the thing we can change. And so I know it's not an easy thing. This is not something that's going to be like, Oh cool. I'll just start applying different meetings by default. But I do promise you that in most situations, our brains will slap the worst possible meaning on every situation. And if we can look at that and stop and pause and become conscious of it and step back and say, "Okay, I'm going to choose a different meaning. This is the meaning I'm going to attach instead." Is that this person confused, they slapped me because they didn't know who I was. They thought I was the wrong person, or they didn't understand the situation. Let me step back instead of punching them back and escalating this thing into a blood bath, which is actually fun. I'm all for fighting, but... I'm just kidding. Instead is come back and say, "Well, okay, they attached the wrong me. That's why they did this thing. Let me try to help them understand." I didn't, and coming back, we have an argument, I wasn't trying to be rude. This is the meaning that I attach to this and this is the reason, and this is why. Anyway, I hope that helps. I'll share this with my mom this last week. So obviously there's this whole, in the COVID situation, there's all these things, the vaccines. And my mom and I have very differing opinions on the vaccine and what you should do and what you should not do. And I'm not going to get political or talk like ... It's up to everybody individually, do your own research and figure out what's right for you. Right. But my mom and I definitely have different opinions on it. And she's very strong at one side, I'm very strong in the other side. And so we had this conversation and, in a spot where I wanted to get defensive and I wanted to try to point out my point of view and, try to prove through all my facts and all the logic and reasoning I have. I'm sure she wanted to do the same thing. When she told me and I was able to understand, she's doing this based on what she thinks is best for her and her best intentions. And I have to let her. I have to respect that. That's her decisions. It's not my decisions. And if I want her to love and respect my decisions, I need to respect hers. And so it was able to turn something that had probably a conversation that would have turned heated, frustrated, and probably burned some bridges for awhile into something where it's like, "Look, I love you and respect you, and I'm going to let you do what you feel is best. I'm going to do what I feel is best. And we can still love each other, respect each other." And the meaning is not like, "Oh, this person's dumb or they're wrong." Or they're whatever you want it by default want to attach to the situation, which makes me want to come fight and, and argue and all sorts of stuff. It shifted back to like, no, instead of that, the meaning is going to attach that this is what they feel is best for them. And I love them and I want them... And maybe I'm wrong. I don't know. Maybe I'm not wrong. I don't think I'm wrong, but it's their opinion. It's what they think is best for them. And so I'm going to love them and respect them for that and support them and just pray for them. And that's kind of it. So, anyway, I know this is a little different podcast episode, but I just wanted to give you guys that tool because something that's been helping me a lot, especially the last week or so. And yeah, it's just so as we're navigating these difficult times, any tools we can use help and learning about meaning and how to create your own, becoming a master of creating your own meanings, I learned from Tony a decade ago now, something that I'm using more and more, and it's been super helpful for me. So I hope that helps. Remember that your brain is going to slap a meaning on it. By default, it's going to be the worst possible one that's going to cause you to want to fight or flight or whatever that thing is. It's like your job to consciously stop and pick the meaning, pick the meaning that serves you the most, not the one that's going to cause the most turmoil in your life. And when you shift the meaning, it's just shifts the energy, it shifts the focus, and it can change your destiny. So hope it helps you guys. I appreciate you all. Thanks for listening. If you haven't studied everything Tony's ever put out, please do it. It'll make you better. It'll make you happier. It'll make life so much more full. I promise you, it has been for me. I'm grateful for him and his teachings. And that said appreciate you guys and good luck learning how to attach your own meanings to things. Thanks again. We'll talk soon. Hey, this is Russell again and earlier today I recorded the podcast about meaning and I just been thinking a lot about that over the last little bit. And just wanted to jump back in real quick and just add a couple more thoughts just for those who may not, maybe it didn't connect with yet because I wasn't very good at giving examples. I'm thinking more about, like some examples. I think about meaning in my life that I attach. For example, when my kids do something on my attach, like, "Oh, like I'm a bad dad because of that." Or my kids are lazy or all these different things we may attach, and a lot of times we beat ourselves up or beat other people up because we're attaching these meanings to different experiences and things that are happening. When instead of saying again, "Oh, I'm a bad dad." It's like, Oh, my kids are just, they have a lot of energy or I need to, how do I better explain this to them so they understand that importance of it or whatever that thing might be. Right. It's just shifting that, that meaning away from a lot of times the blame on us or blame on other people or opinions or judgments on other people to have more love and respect and understanding that everybody's kind of trying their best. And so I just want to kind of add that in there. I was thinking also I shared the conversation a little bit with my mom and I. And it's interesting because on her side, she's sharing me her thoughts and she's so emotional because she's scared for me because of my decisions. And I'm very scared for her because of her decisions. And so we have the same underlining fear for each other. Yet, we have the opposite beliefs on the topic. And so it's tough. And it's hard when both people are trying to do the right thing. Right. And so coming back and when the meaning becomes like hey this person really loves me and they really care, and this is their choices and that's what they feel is right. And I have to respect them. And I love them for that. I'm just like, I'm hoping that they will do the same thing for me. It's just shifting those meanings. So anyway, I just want to kind of add that in there for anybody who's trying to make it more real for themselves and think about it. Think about the times in your life, when you feel guilty, I'm a bad mom, I'm a bad dad. I'm a bad boss. I'm a bad employee. I'm a bad worker. I'm, all the guilt that we take on ourselves because we all do it and shifting that meaning, it's something different. So anyway, there's my addendum to the end of the podcast. I hope that helps shed a little bit more light. Anyway. Thanks for listening. Appreciate you all and we'll talk soon.
Comments (35)

alvaro mostajo

Buenas estrategias de marketing digital, intentare aplicar lo miso para el marketing de afiliados .

May 17th

alvaro mostajo

Buenas estrategias de marketing digital, intentare aplicar lo mismo para el marketing de afiliados .

May 17th

alvaro mostajo

Buenas estrategias de marketing digital, intentare aplicar lo mismo para el marketing de afiliados .

May 17th

Hien Le

1 minute of content stretched to 12 minutes of podcast ironically with typical online content farm tricks: 1. vague pitching a product, or other outbound marketing, e.g.: daily newsletter, free eBook, social media site 2. parentheticals, non-sequitors and other filler statements, e.g.: "literally", repetitive examples, name-dropping

Mar 31st

Zoe Effa

So inspiring... Your grit, resourcefulness, faith, perseverance... It's amazing... Thx for this podcast episode... Stay blessed...

Nov 24th

Cameron Jolley


Aug 7th


Have you looked into the 3-day effects? You would get a lot out of it

Jul 22nd

Jim Howey

Spot on. My pastor had a sermon in January about why/how to "lean in" to others thoughts even when you dont agree, especially in this volatile election year. That topic was addressed again with regard to people's polarized views on Covid. Now again with all the racial tensions. "Lean In". Be wise as a serpent and gentle as a dove.

Jul 14th

Stephen Beacham

Thank you for this Russell. It's exactly what I needed to hear.

Jun 23rd

Brock Lesnar Alpha Male

Fck em, don't read comments in the first place. it only robs your Energy

Jun 11th



May 5th

Sarah Liz

What a powerful podcast. So much good information!

Apr 27th

Andrew Formica

He’s clearly charismatic and hard working, but half of this podcast is him getting PUMPED and the other half is him promoting his books. I don’t see the value in this podcast, although I’m confident he does actually have good content elsewhere.

Apr 21st


This was the first time I heard Russell's podcast. The podcast was recommended by a coach, and I love how raw and real Russell is. And so much needed information in one episode! It makes me feel like I can obtain the whole online business thing.

Jul 24th
Reply (3)

Chris Ippolito

This was amazing!

Jul 15th

Siddharth Sharma

immersion...Only if schools encouraged that

Apr 12th

Jay Roberts

Love your podcasts. Thank you

Feb 9th

Bart Hoebink

Awesome podcast Russell !!! #1 Marketing Tool

Feb 5th

Lloyd Dodgen

Thanks Russell for the message. one day soon I'm going to be part of the 2 Comma X Club.

Jan 16th

Tim Verigin

good interpretation russell

Dec 1st
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