The Russell Brunson Show

Enjoy this replay of a special episode from a few years ago. Russell breaks down this simple 3 step system on how to be coachable. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What’s up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets podcast. Hey everyone, I’m really excited, I know I’m always excited, but today I’m especially excited because yesterday I hired a new coach. If you’ve been listening to the podcast for 5 years like you should have been, I’ve talked about this before in the past. But I’m a big, big, big, big believer in coaching. When I was wrestling I always had a coach, I usually had 3 or 4 coaches. I had a freestyle coach, Greco coach, nutrition coach, strength training coach. But sometimes we get in business and we’re like, “Oh we’re so smart, we don’t need coaches.” And no, you’re wrong. In fact, it’s kind of funny because a lot of people I know who are really successful in this business for a long time who no longer are, they’re like the last people to go and get coaching. It blows my mind, because they think they know how to do it all. I’m kind of at the top of my game right now, I don’t know, maybe it’ll go higher, but I definitely think I’m 9 ½ minutes into my 10 minutes of fame, what it is 15 minutes of fame, 14 ½ minutes in. So who knows when this whole thing will go down, but for me I’m at the peak of where I’ve ever wanted or dreamt of being. I’m still trying to find coaches to coach me in different areas of my life and different aspects and different things. I’ve had health coaches, business coaches, all sorts of stuff. Yesterday, actually two days ago I was listening to a podcast, actually the Freedom Fast Lane podcast by Ryan Moran, and he was doing a call with this dude, and the guy coached him through this thing on the podcast. I was like, that was insane. I said out loud that I want that guy to do that thing for me every Monday morning to keep me focused on what I’m doing. And I’m not going to tell you his name, not because I wouldn’t share, but because I don’t want all you guys trying to hire him, because that’s not his core business. But anyway, the next day I messaged Ryan I was like, “Dude, I need this guys info.” And he’s like, “Oh.” And then I messaged 50 other ways and finally Dave got a hold of him and two hours later I was on a call with him. During this call he literally did a laser coaching thing with me and I was like, “This is so awesome. I want this every week.” And it’s kind of funny, this isn’t his full time gig, doing coaching like that. He’s like, “Well, where do you want to go?” I’m like, “I want to write you a big check for money and then you do this every Monday morning for me.” And he’s like, “Okay.” So I did, I wrote him a check. And now next Monday I have my first actual thing and it’s so exciting. I’ve had different coaches in my life. I have a coach every Tuesday morning I meet with more on like, it’s Tara Williams, who is an energy coach, but it kind of goes in different directions, from spiritual to physical to mental to business to relationships, all over the place. So that’s one that touches on different areas of my life, but this is very specific on focus and intent and I’m so excited. I’m excited for that. I wish you guys could see how I was jumping around, crazy. I was so excited to give someone money to be able to coach me. Because it gets hard, the different levels you get to, it’s harder to find a coach who’s there, who can take you through a different aspect, so it’s just exciting for me. I’m so excited. In fact, that’s why as a coach, I obviously coach a lot of entrepreneurs, I don’t want my students or friends, whatever you want to call them. I want to keep progressing myself so that they keep having something to tap into, if that makes sense. I’ve had a lot of coaches throughout the years, that I came in and really quickly we met and then surpassed and I’m like, I can’t get stuff out of it. I don’t want my people ever feeling that way. That’s why I’m always pushing myself, pushing myself, pushing myself just so that I’m always as sharp as possible so I can keep serving and giving and coaching. But anyway, I’m just excited and what’s interesting, and this is the point of the podcast, not that you guys care that I hired a coach. But more so it’s because at the last Inner Circle meeting last week, we had 4 days of Inner Circle and I got 4 days next week too, I’m so excited. But what’s interesting, I watched a pattern. It was such an interesting pattern. First off, people in the inner circle are people who, they hear what I say, they do it and then they succeed. It’s really interesting. They hear what I say, they do it, and then they have success. Hear, do succeed. Hear, do, succeed. When I was wrestling, I remember one of my coaches telling me, “You’re one of the most coachable people I’ve ever had.” I said, “What do you mean?” “Well you hear what I say and then you go and do it. I literally between matches will show you your level was too high. You need to lower your levels, be moving more. Next match you’re doing that. Most people I tell them that over and over and it takes weeks or months or years to even attempt it. I tell you something and you just do it.” And I’m like, “Yeah, isn’t that how it should work?” You hear someone you trust, that you hired, that you are paying to be a coach, someone who is your coach, you hear them, you then do that thing, and you make money. Or you hear that thing, do it and then wrestle better. That’s the process. So the key first off, you gotta tap into somebody that you trust. Someone who you know is not going to lead you astray, someone who knows more than you do. So when you hear them, you’re not second guessing should I do that, should I not? You gotta pick the mentor that you have 100% faith and trust in. It could be me, someone else, I don’t care, just pick somebody where you’re like, I have absolute faith in that person’s opinion. Therefore I will do whatever they say. I will hear and then I will do and then I’ll have success. But what’s interesting is during this whole inner circle, again, I’m watching and most of these people, that’s who they are. They hear, they do, they succeed. That’s why there are able to afford 25 grand to come hang out with us a couple of times a year. That’s why they’re having success. But as I was watching, not all of them, but probably 60% of our inner circle members are also coaches in different markets, different industries, things like that. And what’s interesting is almost all of them said “I’ve got these students and they just hear what I say and do it and they have success. But I’ve got all these other ones who don’t.” And I was like, it’s so fascinating to me that people that have success what do they do. They heard, they did, they had success. The one’s who didn’t, they heard, they questioned, they thought about it, they flip flopped, they over analyzed, they studied something else, they did this, they….they get stuck in this thing in the middle that they don’t really hear. And it’s just so fascinating for me. Yesterday when I heard, two days ago when I heard that podcast and the second I heard it I was like, “I heard it, now I’m going to go do so I can be successful.” How am I going to do it? I know I’m going to forget or it’s going to be hard so I’m going to pay someone so I can do it. So I heard, did, boom now I guarantee you guys will see in the next 6 months, the changes in my company and hopefully in me personally because of this coaching. Again, I could have heard the podcast and thought about it and tried things, but no I heard it, I’m going to go do it and then I’m going to be successful. So if anything you get from this, there is a pattern of people who are successful in all areas of life. The pattern is number one, they find the mentor, the person, the coach, whatever they believe to get them where they are, and then they put on blinders. They hear, they do, they succeed. Hear, do, succeed. Hear, do, succeed. That’s it.  And if you’re not successful, something happened. Number one you picked the wrong mentor, so you picked someone you’re not really trusting or they have bad advice, bad strategy whatever. So if that’s the case, pick somebody that has the right strategy that you trust. That’s number one, so you do it. Number two, you have to listen to them. Now listening, I said this to one of my friends one time. There’s two types of listeners in the world, those who listen and those who wait to be heard. And a lot of you guys are hearing stuff, but you’re waiting to be…..You’re trying to inject this thing in the middle, and I don’t want you guys being the people who are waiting to be heard. You are hiring a coach so you can listen. So stop, get the right person with the right strategy, pay them whatever it takes, then listen. Listen. Even if you think you know a better way, you read a blog post or a book or someone who has a different…it doesn’t matter. There’s a million ways to skin a cat. Pick a strategy from a person and then listen to what they say, and then whatever they say, do it. That’s it, just do it. And then what will happen? You will have success. Listen, do, succeed. Listen, do, succeed. It’s a pretty simple strategy. It’s somewhere between the listening and the succeeding we get caught up trying to think or over analyze or whatever it is. In fact, it’s interesting, people that are really good at school typically, the reason I think they don’t succeed in this kind of world is because they listen and they analyze and think….it’s good to think for yourself, but you’re hiring someone who already thought through these things for you. Like this dude yesterday, I don’t know, I’m guessing he was surprised at how he said something and I’m like, “Okay, I’m doing it. Done.” I listen, I heard, I did. I’m not like, “Well, my company is bigger than yours and I did this…” or whatever. No, I listen, I do, I succeed. I trusted him enough to give him money, therefore I’m trusting his strategy with 100% certainty that this is the way. Otherwise, I wouldn’t have picked him, I wouldn’t have paid him, I wouldn’t have whatever. I chose that person, therefore I will listen with 100%, I have 100% certainty that everything he says is going to be truth, therefore I will listen, I will do and I will succeed. So this message is mostly for those of you guys who are struggling. My guess is that somewhere between this little chain that you’re missing. You picked the wrong person to tap into a strategy. But if you’re listening to this, you’re listening to me, so obviously you picked the right thing. So you got the right strategy to listen, do, and succeed. Boom, that’s it. I look at Brandon and Kaelin, literally Brandon and Kaelin come to every event, they’re at everything we do. They listen to every podcast, they’re probably listening to this right now smiling and saying, “Russell keeps dropping our name again.” They listen to everything. They picked somebody they trusted, they listen, and they do. I will literally be onstage at an event talking about a concept and I get off stage, and Brandon’s like, “hey that thing you just said, I just launched it.” I’m like, “What?” He’s like, “yeah, While you were talking I did it.” He’s listening, he did it, he’ll succeed. That’s why their company is going….. Everyone else in the room is sitting there listening, listening, taking notes, thinking about how cool it would be, and then they hang out in networking and they’re talking and….No, Brandon is there listening, doing and that’s why they’re so successful. So for you, look at that chain, there’s four elements. Pick the right mentor with the strategy and have absolute certainty in what they say, listen to what they’re saying, again listen, not waiting to be heard. Listen, then do it. Whatever they say, don’t even… Just do it. Just jump off the cliff. I trusted this person, therefore I will jump off the cliff if they tell me to. Just do it. And then get success. That’s it. That’s it, it is really that easy. So easy. It’s insanely easy. I don’t know why we keep complicating this. So don’t complicate it. If you do this thing and don’t have success, there’s somewhere in here, either you didn’t hear it right, or you didn’t do it right, or you picked the wrong strategy. If you get the right strategy up front, you listen and you do, then you’ll have success. It’s inevitable. You can’t not succeed. So there you go guys, I hope that helps. It should help you, but it should also help the people you’re coaching. It should help, so many ways. Understand that guys, that’s the key. So, I appreciate you all for listening and subscribing to the podcast. If you’re not subscribed yet, go to iTunes.com and subscribe or I guess marketingsecrets.com there’s a link to the iTunes, that might be easier. And then please rate, review, let us know, share this, if you got any benefit from this. Appreciate you all, thanks so much for everything and I will talk you all again soon. 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The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy the final section of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Today I want to introduce you to the exciting conclusion of our World Changers Roundtable podcast. This has been the last three episodes you've had chance to listen to them behind the scenes as Matt Maddix and his son, Caleb, and a bunch of amazing people asked us a ton of questions, and I hope you've been enjoying them. Now, as I told you guys earlier, this interview went for almost four hours. This next episode is about 45 minutes or so long, actually technically 43 minutes. And for the most part, the interview is great, except for, I think that by that time of night, the batteries and the microphone started dying. And so towards the end, some of the audio is not as clear as possible. So you have two choices. Number one, is listen to it and be like, "Oh, it's all right." Or number two, when you get to the bad audio, just skip to the next podcast. But there's some really cool stuff that happens during that time. So I didn't want to just cut it out because I thought it's just really good stuff I think you're going to enjoy. So some things to talk about on this episode is my morning routine. Like, what does it look like? How do I do it? How do I shift it around? Another one is I talked about my mission. A lot of you guys know I served a mission for the Church of Jesus Christ of Latter Day Saints. I spent two years in Jersey knocking doors and I talked about what I learned from that and like the experiences and things like that. We spent a lot of times talking about Operation Underground Railroad and how I got involved and some of the inspiration that came, that led me down the direction we did with that. I talked about Tim Ballard and some of what he has to deal with as running Operation Underground Railroad and how people are fighting against him and the amazing mission he's doing and how you'll see no matter what mission you're trying to accomplish, Satan and the adversary are always trying to fight against as well. And we talked about how the fact that as you're publishing and you're sharing... One of my big beliefs that comes from scriptures, that your sheep will hear your voice. And so, there's a lot of cool things and steps. We always talk about owning the devil towards the end. And then we talked about some of the experiences feeding the homeless and the kids and a whole bunch of other stuff. So, anyway, I hope you enjoy this episode. I apologize that some of the audio cuts out at the end, but, you know, battery life. We should be upset at the people who make Lav mic batteries because they're the ones whose batteries died. No, just joking. But for the most part, hopefully you have a chance to hear it and get some good value from it. Again, I hope you enjoyed this series. We had so much fun doing the interview, and hopefully you got a ton of value for you and for your family. And let me know if you want more of this kind of stuff, this is different than my traditional Marketing Secrets podcast, but hopefully you loved it. If you did, let us know, and we'll continue to make more content like this as well. With that said, we can keep the theme song, we'll jump into four of four of the World Changers podcast interview. Speaker 2: So I just want to know your daily routine. I just really been getting into my spiritual side, right. Speaker 3: Oh, yeah. Speaker 2: So just tapping into that, more of the importance of that and doing the morning, and if you do anything. Russell: Yeah, for me, it's- Speaker 3: Good question. Russell: ... weird because one of my close buddies, his morning routine is like four hours long. He literally said it to me. I was like, "Oh my gosh." But he has no kids. And so it's tough because I got five kids. So by seven o'clock it's on. It's on like Donkey Kong. It's crazy. It's like kids and food and... So it's like if I have a morning routine at half 7:00, before 7:00, it doesn't happen. And so, it depends. I go through different cycles. Sometimes if I'm writing, I'll get up at 5:00 because that's like really good time from 5:00 till 7:00 when I'm writing. If I'm not writing usually closer to 6:00 and that's the time where I'm reading. I've never got into meditation, but I do read scriptures. I read things. I want to, I've never had... I need someone to give me a meditation experience that's like magical. Do you know what I mean? I've tried before, I get the apps or whatever. And I'm like, I feel... or whatever. So I would love to go somewhere and have like a really cool... I've just never had one yet. So it's not part of what I do yet. And I take a lot of supplements. So, after my nighttime, I try to put as much supplements into my body as possible- Speaker 4: What do you take? Russell: A lot. I could show you the list. There's a lot. Speaker 4: Okay. Matt: Well we do know that protein ice cream is one of them, just to let you know. Speaker 5: How did you develop your supplement line? Do you have like a DNA doctor or... Russell: Anthony DiClementi has helped me a lot. I think he's cool. I've done blood tests and stuff like that to shift things. I read a lot, study a lot, try things, test things, see what helps, what doesn't. So, I like having just supplements for my body from morning till noon, just because... I don't know, I feel like it's just absorbing all the amazingness from them. And then seven o'clock hits and that's when it's just like, all right from 7:00 till about 8:30, it's like getting kids ready, driving kids to school. My kids are in four different schools, so it's here, there, back and forth, all sorts of stuff. Male: Do you take them? Russell: Yeah, I love it. We do, but I love driving to school. It's my favorite part. Because it's like... Anyway, yeah, I fight to drive them. It's like, sometimes they can bring their friends with them. So I get to hear them talk with their friends. And it's just like a cool time, I get to see them go to school. And I don't know, they're just so cute. They jump out and they try to be all cool when they walk in. It's just, I don't know- Matt: It's a bonding time. It's driving your kids to school. Russell: Yeah. And I try to get them in a good state, try to listen to music because school's horrible. I don't know about... I hated school. Matt: Ahh damn, me too. Russell: And I know I'm about to send them to the thing I hated the most. So I'm like I need to get them in a good state to listen to music, this type of thing. What are you most excited about after school? And trying to give them something so when they send them to like- Male: Prison. Russell: ... Oh yeah. And then, so right now I'm wrestling. I have a tournament next week and I'm wrestling. And so- Caleb: When can we all watch it? Russell: I'll send you the footage afterwards… Matt: We need a private Facebook group, man, where you can Facebook live just as a group. Russell: We're filming it. If I do all right, I'll show you guys. Male: Okay. Russell: So right now, at 8:30 at home, and then one of my wrestling buddies shows up. So from 8:30 to 9:00 we wrestle and just beat the crap out of each other, which is like awesome. When we weren't wrestling it was lifting and stuff like that. And then from then I got like all my focus times done, supplementation, kid time, workout. And then I go to the office and that's where my team time's there. So I got a team, that's where we'll be building stuff, a lot of people and- Female: What time? Russell: Let's see 8:30 to 9:30. It's about 10:00, 10:30-ish, I'll show up, a lot of them will show up. And that's when we're doing more stuff together. I mean, it just depends on... He's got crazy ideas and wants to stay later or whatever. But yeah, I use that and then I get home and I try to play dad from then till about 9:00, taking the young kids to bed by 9:00, and then the older kids are a little later. 9:00 till we pass out and my wife and I can actually spend some time together. Male: Do you work on Sundays or not really? Russell: I have a church calling and so I'm doing a lot of social media missionary work and generate leads for the church and stuff. So I do that on Sunday, but it's all focused on church stuff. Male: You did the 2 year missionary thing. Where'd you go? Russell: New Jersey. Male: ... and how was it? Russell: It was amazing. Male: What did you think about it. What'd you- Russell: It was the greatest experience of my life. I was telling these guys yesterday... Typically in someone's life it's the most selfish time of your life. 19 years old, what do most 19 year olds do? Like you're thinking about yourself and your… Yeah. So, it's like you literally are taken from that, you're shipped across the country, across the world. They get rid of your name. You're no longer Russell. I became elder, Elder Brunson. White shirt, white tie, yeah. No, I'm not an elder anymore. I'm not an elder anymore. I got released. But yeah, there's no dating. There's no calling home, none of that stuff. So you're in a spot where you can't do anything for yourself for two years. You can only serve other people. And most people are angry at you for even doing it. And so it's like just a really cool experience where it's not about you for two years. And imagine the shift that makes in your life where now it's like you come back and it's like... Anyway, it shifts everything, there's no way- Matt: Yeah, because like you were saying to us, if you can... The best training is gospel work, man, is out there talking to people about Jesus- Russell: Do you want to hear my pitch? Matt: ... Huh? Group: Yeah. Russell: This isn't the real pitch, but this is like... I mean, think about it. It's you knock on their door and you're like, "All right, this is the deal. If you give up alcohol, tobacco, coffee, tea, all premarital and extramarital sex, and 10% of your income for the rest of your life, you may get salvation if you don't screw up." Like that's the offer. Male: Damn. Russell: So you get home from that and you're like, "I got to sell software. I got to sell Cutco knives." So like pastoral is super easy. That's why all door-to-door salesmen were Mormons. All the companies recruit out of Utah, almost all network marketing companies are founded by Mormons. We love selling. You get home, it's like, "I can use these powers for evil. This is amazing." It's awesome. Female: So say that one more time. You went so fast. That was great. What was it? Russell: Alcohol, tobacco, coffee, tea, or premarital and extramarital sex, extra like other partners. You can have sex with your wife all you want. And 10% of your income for the rest of your life. Matt: And then you may make it if you don't screw up. How do you say it? Russell: Yeah. You may get salvation if you don't screw up- Male: If you do all that, you can still make it, is what you're saying. Russell: ... But that's the offer, yeah. Male: Wow. Russell: Give up all those things. Male: What do you think is the most important problem and not being solved today? Or you think needs more attention? Matt: Good question. I would love to end on human trafficking. Russell: That was good. Actually, I literally didn't go. Human trafficking is... I mean, I can't think of anything worse than that. You know what I mean? Like, I- Matt: I'd love for you to share your experiences with Operation Underground. Just some of the behind the scenes, whatever you can. And just some of the stories you've heard and just kind of like why you got into it. Russell: Yeah. That organization is amazing. Tim Ballard is like an angel. I don't know. Matt: Yeah. Russell: And I feel bad for him because he's in a spot where literally Satan is trying to destroy him. So he is giving his life, his blood, his sweat, his tears, like literally putting his life on the line every single day. And you have good intentioned people from around the world trying to destroy him. And so it's like, can you imagine that? Like you're going into the deepest, darkest parts of hell and trying to save little children and that's not the scariest thing. Then you get people attacking you and your character and your family and your life. There's a special place in heaven for him. Matt: Yeah, I agree. Russell: He's an amazing human. And so that's what I lead with. But then, man, it's been cool being on this journey just because I believed in miracles before, but the stories, when you hear them coming back from these raids and these missions and the miracles that happen consistently over and over and over again, it's just like... It says in the scriptures, "All things denote that there's a God." And you see these things consistently happening. Like God's hand is in it. The way I got involved in this whole... It's crazy because I told you, I got a call one day from somebody asked me to be a part of it and I was like, "Yeah, I'd love to help." And so, the first thing I did is, my ego is like oh, I know how to solve this problem. So I'm like, "Okay, we're going to build a funnel." We mapped it out and this whole thing. And I'm supposed to go to Utah to present this to all the guys. And I'm totally in my... Trying to serve, but also at the same time, like, "I know how to do this. This is my thing." Matt: Yeah, you're the- Russell: Yeah. And I didn't ask God for advice or opinion. I was just like, "Got it. I'm here. I'm going to do this thing." And it's crazy, the day I'm supposed to be driving to Utah, that morning in the shower and I just had this uneasy feeling like... And first time, am I nervous? I'm nervous. Obviously I'm going to be presenting this. What if they don't like it, whatever? But it was more than that. It was just like, "Ah, something's not..." I don't know something's just not quite right. So finally, I broke down and prayed. I'm presenting this to these guys, is this the right thing? Would you have me do something different? And I don't know if you guys have felt like inspiration from God before, whatever, it is weird and powerful. In that moment it literally was just like, "That's not what you're supposed to do." And I'm like, "What?" And it was like, "You're supposed to be building a documentary. And Nick Nanton is going to help you film it." And I was like, "Nick Nanton?" I met the guy once six years earlier, in passing at a Genius Network event. Maybe said three words to him. I was like, "I don't know if he knows who I am." And so, I'm sitting there, I literally just got out of the shower. My towel's on, I was like, "Nick Nanton?" So, I find Facebook, I'm like, "I don't know if we're Facebook friends," and we were. So I was like, send an audio, "Hey man, I don't know if you know who I am or not. But we met one time. I know your documentaries, you're really good at it. So this is crazy. But I don't know if you believe in God or whatever, but I just had this impression I'm going down today to Utah to present this thing, Operational Underground Railroad. I don't know if you've heard of it, you should go look it up. But I had a very, very distinct impression that you were supposed to film a documentary for these guys that's going to change... It's going to save a bunch of kids. Do you want to help?" And that was the message. And I sent it. And I was like, "Oh," started getting dressed. And then come back a bit later on, on the phone there's a message back from him. He's like, "Dude, I just looked it up," He was like, "I don't know what this is," but he's like, "if you'll cover the hard costs for my team to produce this, I'll do everything else for free. I won't take any royalties, any extras, I'm 100% in." Matt: Wow. Male: Wow. Russell: And I was like, "Okay." And so then I called Jake, my designer, like, "Could you make a DVD cover of a movie because we're about to pitch a movie instead of... It could be a design idea, here's the funnel." Like, "We're not doing any of that." So they're designing the stuff. It's crazy- Matt: This is the day of? Russell: ... Yeah. So we're driving down to Utah and anyway, we present it to these guys and it's just crazy. We present it, we filled with the Spirit like it's super powerful. And then we got to make a documentary. So Nick Nanton sinks these guys and like so many miracles are mysterious, crazy. So they were trying to go... They want to go to Haiti because... Have you guys all seen the Operation Toussaint documentary? Male: Yes. Russell: Okay, if you haven't, it'll change your life forever. This is the story- Male: Have you seen it? Russell: ... It's the whole Operation Underground Railroad story. And the main story is about this little kid named Gardy, who was stolen from... It was actually a church, his church, his dad was the Bishop of the church and his dad actually owned a business. And he'd fired one of his employees and his employees came to church and knew the kid and was like, "Oh, come here." And to get back at his dad for firing him takes him out and gives him to some people, just to mess with him. And the people were traffickers, took the kid off, shipped him out. And anyway, crazy. Anyway, there's so many stories I could tell you. But anyway, so they went down to go interview Guesno Mardy who's the father because that's how Operation Underground Railroad started because this family, this kid. So we go down to interview him. And as they're interviewing him, a year earlier, Tony Robbins actually went on a sting operation with him to Haiti- Matt: I want to hear about that a little bit. Russell: ... I don't know much about it. I just know that I saw a picture of him, he's undercover, he had a beard on, he was in a boat. So Tony went on this thing, they arrested all these traffickers on Superbowl Sunday, arrested all these traffickers. And like three months later, the government let them off. Matt: At the Superbowl, the government, what? Russell: No, it was Superbowl Sunday and Tony was in the boat, with Tim, those guys, arresting all the people. And anyway, so they arrested all these people, Tony was there, it was amazing. But there's so much corruption in the Haitian government. So they paid off the people and they let them all go. And so what's crazy is that we're trying to recapture these people, all sorts of stuff. And anyway, so long story short, Nick Nanton's team fly down to go interview Guesno Mardy. So, fly down to interview Guesno Mardy and they're sitting there interviewing him and all of a sudden Tim gets this thing like we found the head lady of the brothel. We located, we know exactly where she's at. We know where all the girls are at. They refound the people from when Tony did the arrest. And so, Nick's here filming this testimonial video and they're like, "We're going to arrest her tonight. Do you want to be part of it?" And he's like, "What?" And so they get the cameras out and everything. And Nick's undercover, his whole team. Like a bunch of videographers has showed up and now they're undercover in bulletproof vests and so crazy. But anyway, they're going to arrest these... We have all the footage. If you've seen the documentary, you see all the footage of the stuff they just happened... They were not planning on capturing any of the arrests or anything, it just happened because they were there. And one of the really cool stories that Tim told me is that as they were pulling up to go arrest her, they're pulling up in the minivan and they've got GoPros hooked everything there, they're filming stuff. And this guy was like, "I need a GoPro on my helmet." And they're like, "We're jumping in the car in 30 seconds to arrest... " And his guy's like, "You have to run right now. I just have this feeling. You have to put the GoPro on my helmet." Like, "Dude, we don't have time to find..." Fine, so they duct tape a GoPro on a thing, click record. And they go, jump out, they arrest this girl. And what happened in the arrest, they arrest the girl, and as they're arresting them, they find her, she's the kingpin of the whole thing. They arrest her, some of the people around, they don't know where the brothel is. And this guy looks over and he sees this little kid like looking out a door and then he goes back in and like, "I wonder if that's her brothel." So he runs over there and comes in to the brothel and walks in and finds all of these men raping kids, like in the act. And so people start jumping up and running out and he's like... We're trying to capture people, they all escape. Anyway, it comes out of the things, we found the brothel, we saw the people and it's this horrible thing. And Tim walks over and looks up and he's like, "Dude, look at your helmet." And the GoPros they're flashing and they had video... Like you walked in and saw every single trafficker's face as you walked around the thing. They had the things, they were going there to arrest them. Matt: Chills. Russell: And there's so many crazy experiences like that, that happened in every single way. They're crazy, they're just insane things. Every time he comes back, I talk to him like, "Tell me another story." He tells you stories. There's so many miracles that happen just on these journeys and these missions that are... It's just crazy. So anyway, it's powerful. I don't know, it's like the plague of our lifetimes that we've got to figure out how to solve. And I was telling Caleb and Matt, we've got a big project we're working on called the Save a Child Challenge where we're rolling out soon, that I think is going to be- Matt: You'll love this. Russell: Anyway. It's going to be big what we're going to be trying to do, but it's trying to shine a huge light on this problem. And we may roll out at Funnel Hacking Live. Matt: Can I ask you a question, spiritually, when you start getting involved in this, you were talking and sharing with us a little bit yesterday which is some spiritual wisdom because I always say new levels, new devils, but that's a territory that as you know, I mean, when you start getting in that, that's like Satan's number one playground. To me, that's like the whole reason we're going through what we're going through right now is because of the fight over the purity of our children in the future. So, what have you seen Tim go through? Or whoever involved? I know you've had some stories too, man. What are some things that you've seen? And then what's your advice to people that get involved or want to get involved? Maybe tell a few stories. Russell: I'm trying to think what would be the right ones. It's weird, like a lot of people who've gotten involved in the organization, they get involved, I think, initially for pure reasons. And then things happen. Like initially they actually filmed the whole documentary and documentary series before we started working with them. And the people capture all this footage and then they went insane. It's like just crazy. They wouldn't give the footage, or wanted money, all these things. It was just like when we went to Tim, like the biggest thing is Nick Nanton was like, "There's no money in this for me at all. This is at cost. This is pro bono. This is everything. You own the rights, you can do whatever you want with it." We're the same way. We came in like, "We're doing this. I want to make sure there's no way that I could ever make money off of this. I don't want any..." And I think it's like... I don't know, people go into these things like looking for how can we make money on this? And it's just crazy. It's insane. I can't fathom it, but it's just crazy. And since I've been around them, I've seen it happen four or five times, people come in, somebody will have good intentions, they come and do something and then they're like... It's just crazy. I can't even fathom it. And then it's funny because I've watched him, he's been so protective of funds. He looks like he's the guardian of the money that people come in. This is a sacred stewardship for him. And so much like, their family literally lives in poverty. We chipped in and helped buy them a van because they brought home two Haitian kids they adopted and they needed a bigger car. And like he writes books to be able to fund things. He gets $0 salary from OUR. He also became the head of The Nazareen Fund for Glenn Beck. He's the CEO of The Nazareen Fund. So he's running these huge charities, huge organizations, gets $0 salary, but he writes these books so his family could eat. He does these different things. And so you got people coming in like, "Oh, he's just doing this to sell his books, all these things." He's just like- Matt: God bless him, man. Russell: "Literally I'm trying to feed my family and I'm working for free saving thousands of kids." And just like crazy- Matt: Going places nobody else will go. Russell: And so you see people attacking him. In Utah it's on the news. Like, "Oh..." It's just insane to me. And so it's like the more pure, the more good you're trying to do, it's like swimming upstream. And so it's just like, "Man, we need more of us. People like us who love, who understand, who care, who are on the same mission to help support and help push. Because I can't imagine swimming that stream by myself." You know what I mean? Male: It's easier not to get involved. Matt: Yeah, exactly. Male: It's easier to stay out of it and keep... Because once you get dug into that... Oh, just thinking about it just makes me sick. Female: How do you get involved? Male: Oh, there's so many ways and we'll talk about it after, but there's just... With Tim, here's what's crazy is, we've worked with OUR and the things that we did out here, and it's crazy how I heard stories about Tim that people would make up stories about how he's this person and he's involved in this and he's in... And you're like, "How sick." I mean, you're talking about satanic, like where people take somebody doing something so beautiful and you start hearing this person's involved in this. And somebody says something about me. And then I got one of the most powerful people in Arizona making a comment about me. And you're just like, "This is..." You're doing good, this guy's doing good. He sacrificed, he's put himself in harm's way. And it's disgusting. I was once asked by a reporter, they said... They tried to make me out to be conspiracy theorist about child sex trafficking. Of course it was never anything good. And they go, "Do you think anybody higher ups involved?" And I said, "Really? If you and I don't pay our taxes, do they send us a letter or they show up at our door, IRS?" Yeah. I said, "How does $150 billion industry go untaxed?" And he was just like, "Okay." And he changed the whole topic. The reporter didn't want to report on that. And then, they attack, they attack, they attacked. And from our rallies that we did last year, along with OUR, worked hand in hand with them, love, amazing. I had one of the guys from the Dream Center, one of the largest rehab centers come up to me just the other week. I met him at an event and he said, “Adel, I know who you are." And I was like, "Really?" He's like, "Yeah," he's like, "you have no idea just from doing what you guys did the amount of money that was donated to our center." I said, "Really? Because they were writing how bad we were for raising awareness about child sex trafficking." He said, "Man, we could have spent millions of dollars on marketing and withdrawn so much money." He's like, "I have to take you out." I said, "I don't want you to take me out." I said, "Thank God." I said, "You just made my night, man. That was the best thing I've ever heard that just..." And he was like, "No, you have no idea. I seriously can't even tell you how much money it brought in." He's like, Mommas Miracle Movement, started emailing all those people," I was like, "Yeah." He's like, "They changed everything." So, my point being is, it's easier not to get involved with child sex trafficking because you get in there and you start... One day before a rally, one of my family members got exploited on social media and it's crazy because it had never happened. And as you're doing a rally, thousands of people showing up raising money, doing this and that, next thing, you know what happens, it's somebody in my family. And I get a message... Matt: Yeah, he packs the rallies here, y'all. You need to go to one of his rallies, they're powerful, if you've ever been… Male: That's just evil. But I don't want to take away from what you're saying… But, God bless you, man, for fighting with them and doing everything. Because that's what we're doing, God's work at the end of the day and that's all you're going to do. Matt: Yeah. And it's exciting to see other people involved, young men out there. So what grabbed your heart on it? What was the initial like, "I'm going to do something. I'm not just going to stand back"? Russell: I didn't know about it. We were wanting to get involved, it kind of explained a little bit. And so, that night I remember going online and reading about it and watching some videos and stuff. And I was like, "Oh my gosh, I had no idea that any of this was happening." And how can you not after you... I remember that night I was vlogging, I said to someone, I was like, "I'm pretty sure this is going to change the direction of my life forever." Matt: Did you feel that? Russell: Yeah. It was just like, "How can you not?" If your kid was taken, what would you do? I can't imagine that. When someone says something mean to my kids, I'm ready to go blow up the school, you know what I mean? Matt: Do you think it's going to come to a point... I agree. Do you think it's going to come to... The world has to shut down until we find these kids. In other words- Russell: Christ has to come again. Matt: Yeah. Russell: I mean, honestly. Matt: Yeah. Russell: Until he comes again, it's… do our best until... Anyway. Matt: But I'm talking in my life, where I'm talking about nothing about shutting, I'm talking about, where we all say... You know how if a child comes up missing everybody in the community will come together to where we say, "Okay, for the next 30 days, every veteran, every person that believes in children and our future, we're going to use every ounce of energy and focus to find these children because there's got to be a way. There's got to be a way, isn't there? Or are they just locked up? Is it just too hard?" Russell: I don't know. The most of it, it's tough because they don't... That was my big fear initially when I got involved with Tim. I was just like, "If somebody had stole my kid..." And he's like, "That's not how it works." He's like, "It happens sometimes." Because the traffickers don't want to pick a high profile person with a bunch of monies and they can search you and take you out. He's like, "The kids they exploit, because they take the ones that don't have parents, the parents don't have money. They don't have the resources. They can take them, there's not implications, because they just want to sell the kid. They make the money selling their product." So it's like they're not looking for... The people they go after, people that don't have a voice, they can't fight back. It's like that's where a lot of that stuff's happening. And it's the Americans who are flying to different places, different countries to where they can... Yeah, that's what's messed up. The Americans are the ones who are the- Matt: Do you think you'll ever go on a mission or- Russell: ... We're planning on going... I was supposed to go on one this year with them and then COVID hit and I've been nervous. Because that's the thing is like, you watched it on film and it's horrible. I can't imagine seeing the kids. I don't know. But at the same time, you'll get the work of the Village Impact. We donated money to Village Impact and then when I went there and experienced it, it changed me, man. It became part of me, you know what I mean? So part of me wants to do that because I feel like for me to be able to help next level, it has to… Yeah, you have to sit in the pain to be able to figure out a solution, as hard as that is. So I think I will, at some point. Matt: Did you feel the... Speaking of the Atlas, that's probably one of the things where Atlas, I felt that. Male: Yeah, I know I did. Matt: Yeah. And you, I mean, and I just wondered, like you said, you feel like you could do so much, and then you look at... You ever meet Jaco Booyens? Russell: Mm-mm (negative). Matt: Do you know who he is? He was on the White House Sex Trafficking Council. His sister was rescued. I think he rescued her after 26 years or something- Russell: Oh, wow. Matt: ... Something crazy, great guy. But he's been fighting for a long time. I remember when we first got into it, he was just like, "Man, you can literally want to do everything," but he's like, "you just have to focus on some part because there's so much to this." And I don't know, did you feel that too, as being involved? Because you feel like you're so powerful in a lot of things you can do when you talk about inspiring entrepreneurs, but how does it feel despite what do you- Russell: There's something like, whatever, two million children are done, it's like I think I said... When I met OUR they helped 1,000 kids. Now you have like four or 5,000- Matt: Think about that. 1,000 kids. Russell: ... And it's amazing being like two million. Matt: 1,000. So, there's still two million you're saying. Male: I really love how you're so open about your faith and it's really something that's evident in everything you do. So I just wanted to ask where that really comes from, in your life? Russell: A couple of things. One, yeah, I honestly believe it's true. So, that's important. Number two, I feel like if I don't acknowledge His hand in what's happening, like... And as a father now it's weird but I think one of the reasons why God has us be parents is because we get a little glimpse of ourselves. Like I look at my kids, I can give them everything in the world and like made, and all of something that I do it means the world. If I don't, it's just like, it hurts. And it's like, I feel like if I don't acknowledge the gifts, like, I don't think you have your gifts. You know what I mean? I'm a big believer that... I think all of us as we, especially in this entrepreneur world, but in all parts of life, it's like I'm looking for the next step and the ideas and things like that. And it's not something I'm remembering, it's like things are being handed. So it's like, where's that coming from? It's not my own. I never read a book that said this was the path, but it's showing up. Like the answer's there. It's coming from God. And I feel like God gives us ideas. And then we're either a good steward of those ideas or we’re bad. Like we take it and we do something with it, then he gives us more. And if we do something again, like it keeps moving forward. And it's just like, I feel like if we don't acknowledge Him, if we're not grateful for those things... I don't want those ideas to stop because then I'm troubled and I can't do my mission. Right? Male: Yeah. Russell: And it’s the mission he gave me, right? Tthat's a big part of it. Number two, I think that, for me, I think more people want to talk about it and they're scared of it. And I think when I do it, then I think more people feel empowered to do it. And then that's great because I think people should be, we all should be doing that. And there's so much negative talk and people talking about every horrible thing out in the world and no one's talking about God. Like that's messed up. Matt: Yeah, God is the coolest conversation. Russell: Yeah, so if I give other people permission to do it, because I have that effect of like, "Man, I can't believe you did that." Like, "I'm going to say something." Like, "Good. That's awesome. Let me be the bad guy if that's what it takes. I'm okay with that." So those are some of the things. And I don't know, I think it's interesting because like anything I do, I post anything related. There's always some people like literally messages, like, if you post about God, that's a hard out or something. I'm like, "Whatever. All right." But the majority is people like, "Thank you." Even if they're like, "I don't have the same beliefs as you, but thanks for... It's cool that you want to share it." It's rarely been negative. It's been really positive. So the more I do it, the more the positive comes from it. I'm like, "Okay, this is not a bad thing." And the same thing, I'm a big believer in this. So Christ in, I think the book of John said, "The mighty sheep will hear my voice. And they will follow me." And I think that's true for in all our businesses. For me, my sheep will hear my voice and they follow me. Your sheep will hear, it's okay. So, if I'm going to speak and someone's offended by me, doesn't listen, that's okay. They don't have to follow me, they're my sheep, right? Maybe they like Grant Cardone, go for it. If that's your flavor, go for it. I'm not called to serve you. I'm called to serve these people. And so if I'm not willing to talk about the things that are important to me, then my people aren't going to hear me. And so I think it's an eternal principle that Christ taught. And he had tons of people, they crucified him, they didn't love him. But he still shared the things that his sheep heard him. And they came to him and they followed him. And like all of us, we've each been called to serve a group of people. So it's like for those people, be you and your sheep will hear your voice and they'll come to you. And own it. So anyway, that's my beliefs. Male: Thank you. Matt: We're all World Changers. We want to do something big. What is one question or one thing that we need to know that we didn't ask, that you feel like you guys missed the ball? This is a good question. What do we not know that we don't know? Just the whole thing. Russell: Let me talk about the car on the way here. Like it's probably because I’m geeking out on this book right now, it's like my favorite book. But if you read Outwitting the Devil, it's like literally one of the greatest books of all time. Yesterday we talked about backstory of it. Do you guys know Napoleon Hill? Think and Grow Rich? Male: Oh, yeah. Russell: Think and Grow Rich. In 1929, 1930, he wrote this book called Outwitting the Devil. And it's a book where you literally... Well, literally in the book, he has this conversation with the devil asking him like, "How do you get people..." He calls them... "To become drifters? To fall away, to not have success? Like, what are you doing?" And it's like, he's got Satan, he's got the devil where he's like interviewing him like in a courtroom. And the devil has to answer every question he has. So he's asking these questions, like, "How do you do it? What's it look like?" And it's one of the most fascinating conversation of all time. Matt: It is. Russell: It's amazing. So it's crazy because he asked these questions and Satan's like... The devil literally says, "It's like 98% of the children, man, I control." He calls them drifters. He says, "Get people to drift. And after they drift, I control them, I own them." There's only 2% of people aren't drifters. He calls these people, people who have... I'm doodling in my new book. Yes, a definitive purpose. Perfect. He talks about Think and Grow Rich as well. But in this it goes deeper. So only 2% of the world has definitive purpose. They have a purpose moving forward is the plan. And the book's amazing because it's talking about... Like here's all this, right. And you've got two options, and it's fear and respect. So fear is what he uses to get us to become drifters. Like I'm afraid of being poor, being unhealthy, all these things. Six fears he uses to get somebody to shift and to become a drifter. And 98% of people are drifters, and 2% of people who have... Say it again? Male: A definitive purpose. Russell: And it's really important. And that's faith. So he talks about in every situation you can take fear or faith. And fear makes us the drifter. Faith makes us definitive purpose. So it's like that's the thing. And so it's fear and faith. And so every situation, think about just like... Not to get political or social, what's this... COVID, what's happened. Everyone comes, it's like fear or faith. Like that's the option everyone has. And if they take fear, what happens? But it's in all aspects. In marriage, in a relationship, in business, fear and faith is the thing. And every time you take fear, you become a drifter. And you take faith you're moving forward with definitive purpose, you have a success. And it's crazy because he talks about all the things he does to get people to shift into drifting and how to keep them there. And then the point he'll ask him, he's like, "Well, if someone is definitive purpose, are they free from your control?" The devil, he says, "No." He's like, "As soon as they're definitive purpose, they've got all sorts of tools to get them to become drifters." And one of these examples is, for example, they make a bunch of money that they're following their path. And then I get them to go start eating more. They're successful. They eat more and they gain more weight. They start getting unhealthy, losing their desire and they shift and become drifters. And I own them then. Or they have too much money. Or they get into sex or drugs or all these sort of things. And all the things he uses to get people who have definitive purpose to become drifters again. Male: Wow. Russell: And so, for me, I've been reading that. I read the book three or four times in the last couple of months. And I made diagram, all the things. What are all the things that he uses to make people become drifters? What are the things that I need to do to move to definitive purpose and what are all the temptations he uses? Because he go through all of that in the book. It's insane. And so, for me, it's like, "Okay, how do we get ourselves to the spot where, in every decision that we encounter, we move to faith and not fear?Because that's the thing. And it's- Female: Staying present. Russell: ... It's cool. Yeah. Matt: It's what? Female: It's staying present, in the moment, like realizing what you're thinking and then you have a choice. Russell: Yeah. Because most people, the default's fear. Female: Because you're in that path to the future. Russell: Yeah. Female: Anyway. Russell: It was like… how do we get our minds to the spot where we consciously choose moving forward to faith and not fear in all things? And how do we protect ourselves so that when we are and have definitive purpose of moving forward, trying to become World Changers, we're trying to do these things, we don't slip back over? As soon as you get some success... Someone came with this at dinnertime... Just like I've been doing this now 18, 19 years. And the amount of people in those years that have had successes and crashes, back and forth. Like there's not many people that have been doing this as long as me, because most of them, they have that success and then become drifters. It's insane. I can tell you hundreds and hundreds of people who I've seen on this road who are making insane amounts of money, very successful and then they're gone. Where are they at? Male: They're broke, or where did they go? Russell: Not here. Female: So Russell, it's your character, is that what you're saying? Russell: What's that? Female: Like your character that keeps you like that? Russell: Yeah, character and just consistently like not shifting to... Like understanding, like how do you not shift? How do you not quit? How does someone have a business making millions of dollars a year and then they're broke? You had all the skills, you had all the things. What are the things that he's doing with it that are keeping us from that? I think most time we're not aware of it. And that book was the best thing I've ever read. It keeps you aware of it. These are the things he's doing. Male: Wow. Female: What turns you off? Matt: Yeah, what turns you off, Russell Brunson? Russell: People that just want to make money. We used to do this, smaller events in a room. I would look in five minutes who would be successful and who wouldn’t. Like the questions they're asking. Like they're trying to make money, they rarely made money. They're there because like, "Hey I've got this cool product, here I am." I believe in this thing, it was like huge factors. You get the random ones who still make money and they do make money. But for the most part yeah, it's just, I don't know. I feel like it's such a gift. Like the entrepreneur personality type we have, it's like such a gift that can be used for good or for evil by so many... I don't know, so many people use it stupidly. They use it selfishly. Matt: Yeah, so was that amazing? Group: Wow. Matt: There's a lot of people that would love to spend this much time with Russell Brunson in this kind of an intimate setting. Just thank you, seriously, for all you poured out. Russell: You told me this was going to be the best podcast interview I ever did and it's made my day. Matt: You think so? Russell: You promised me that… Male: For an introvert this must have took a lot of energy. Matt: Okay, real quick, for those that maybe who were watching, real quick, describe just some... Next few minutes before we leave, like your experience in the streets of the homeless visits and what it was like for your boys to get to be around Caleb and all that? And just what was that like for you? Russell: Yeah, for those who know, we brought my twins who I love them, but man, they've been... Having teenagers has been like the challenge of my life so far. It's so much harder than business and so I try to figure this puzzle. In fact, I don't know... I haven't told you this yet. So have you guys read Shoe Dog? Group: Yeah. Russell: So yeah, by- Group: Phil Knight. Russell: ... Yeah. In the book, one of his sons hates him. You know what it's like. You talk about headaches. He refused to wear Nike shoes, he only wore Reeboks, all sorts of stuff. And then later, at 32, I think, died in a scuba diving accident. And at the end of the book, he finishes his life story. And he talks about the only regret he ever had in life was that he never figured out the puzzle of his son. Matt: Wow. Russell: And when I read that it hit me like, Dallin specificly. It's just like I had this kid, I love him. Like I remember praying and like everything I went through to be able to get him here and then all the years growing up in his spot now where I can't figure him out. I love him and I care about him. I want him to... And just like everything I had tried seems like it pushes it the opposite way and like trying to figure out this puzzle. And so for me, one, super grateful just because I saw Dallin light up so much around you, Caleb, you have no idea how much, internally, I am grateful to you for that. Seeing Bowen, my son who's traditionally more awkward and nervous and seeing him light up and trying to hypnotize people. He told me, he's like, "I think that I'm literally a better person because of this trip and it's all your fault. Anyway, so it was just special because like of all the... Like I say this almost every time I speak, no success can compensate for failure at home. And there's times where I'm like, "I'm failing in my home. I don't want to do. I can't figure out this puzzle." Like I've tried. Matt: Wow. Russell: I've gone through every parent report, everything. And I'm just like this just perplexed to the point where I just want to go hide in the office because I'm like, "This is so easy to do this." And anyway, I feel like just the last two days for me has been like... I feel like you're looking over my shoulder and helping me move the puzzle pieces around... Hey, I feel like there's hope again. I'm grateful for that. I think for them, it's really cool for them to see. I thought their experience was going to be more like, "Oh my gosh, we're homeless." But it was different than I thought, in a good way. Matt: Yeah. Russell: Like before I was like, after first night, I'm kind of walking away and saying, "How's this been for you?" Thinking he was going to be like, "Oh, it's freaky." He was like, "It's so cool that I want to give everyone here a hug." And I was like, "Oh, my gosh." I thought it was going to be so scary, like intense, whatever. But it was the opposite. And Dallin's a little more quiet about it. But you can see him... It was special. So yeah, that was that from the kid's side. And from my personal side, it was just... I think the last time I experienced something like this was on the mission 20 years ago when I was in Jersey knocking doors and spent time in Camden and some of these areas that were similar to this and it was just... And I haven't done that for- Matt: Brought back something. Russell: ... Yeah. And we used to knock on doors and go talk to people and spend... Bringing Jesus to drunk people, all the time, like so much fun. And that was the closest to experience that again. It was just I forgot how much I love that part. And I'm hoping for Dallin, because I don't want Dallin and Bowen someday going on missions and they'd be so scared of it. I was like, I wanted to explain, that's what we did for two years. Like it was that kind of stuff. And talking about God with people and like trying to share your beliefs. And it was just... Anyway, so it was kind of like deja vu, one of my happiest times of my life again, which was special. Anyway. Matt: Yeah, thank you for that. Guys, I'll say this real quick. I tell you I've met all the social media influence, all of it. This is the most real one out there, study him. I told Caleb, I was like, "Listen, you study Russell, no alternative, do what Russell says. It's not a joke. Study this man right here, because he's been..." The Bible talks about, "There is a man sent from God." He's sent from God for this generation. And you guys getting to be here is very special. So cherish this and thank you, man. You've changed my life as a dad, as a man. I'll never be the same, just these last two days with you, man. Just your example, just the way you let your light shine, just your wisdom, the way you carry yourself, your humility, your kindness. Just, you're such an inspiration to see. It's refreshing to see. And that's something I've always cherished as a dad because I don't like a lot of the fake that I see in the chase of success and the illusion of, everybody wants to be the next Gary V or whatever that is. You know what I mean? He's like, "Why would you want to do it?" But it's like, to me, you've been like the lighthouse in the ocean. You've been like that safe place that I could grab my son. That's why I got into funnel hacking life because it was like, "Yes, this is the one event that's pure. It's real. It's fresh. And the leader of it's real." And even like you come in here, dude, and going to the homeless with us, man, didn't he? I mean, this guy's... Dude, your time alone, there's no telling what an hour is worth to you. So all the time that you invested, thank you so much, man. Seriously. You guys agree with that? Group: Yeah. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part three of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody, this is Russell Brunson. Welcome back to The Marketing Secrets podcast. I hope you've been enjoying this series so far. This is The Roundtable of World Changers, a conversation I had with Matt and Caleb Maddix, and a whole bunch of young entrepreneurs, who are literally out there trying to change the world. This is part three of a four part episode, because the conversation went for three or four hours. And so, this episode's also going to be about 40 minutes long, and it's the next set of questions they asked me. And if you've listened to the last two, you know that these guys ask a lot of questions, in a lot of different directions, and angles, and went all over the place. And I think this time is probably 01:00 or 02:00 in the morning. And so, the questions started going from everywhere, from business, to relationships, to families, and a whole bunch more. So I hope you enjoy this next episode. Here's some of the bullet points of things you're going to learn about. We talked about the 10 commandments of marketing. I talked about my very first mentor, and a thing he taught me, not just to make money in the short term, but how to build a business that now has lasted me for almost two decades. I talk about one of my friends and mentors, Daegen Smith and something that he taught me. It was so simple, yet it's been the key to help me get thousands of people a day to join my email list. We talked about leadership, delegation, scheduling. We talk about, as you're building a team, understanding people's unique abilities. Talked about how much time you spend thinking about the future. Talked about proximity with billionaires. We also talked about how to balance your business and married life, so you can be a good husband and a good father, which is something that I stress about all the time. We talked about a principle that I learned from Stacey and Paul Martino, that has been one of the most powerful things I've learned, which is called demand-relationship. I talk about that. We talk about some relationship tricks, for those who are either married or getting married. Some of the newlyweds, and the engaged couples, were asking some questions about that. Hopefully I don't get in trouble for sharing some of my tricks. We talked about knowing what your values are, and your priorities. Talked about being vulnerable, and being honest, versus staying positive through challenges. We talked about some of the biggest principles and things I learned from Tony Robbins, including how to change your state whenever you need to. And we talked about my 12 year relationship with Tony Robbins, and all the things behind that. We talked about... I don't want to spoil any more. You guys, this is a fun interview. And hopefully, you've been enjoying these so far. So with that said, we're going to cut to the theme song. When we come back, we're going to take you guys immediately back into this conversation. This is, again, The Roundtable of World Changers, part three of four. Matt Maddix: Let's say there was a Russell Brunson 10 commandments. You know how God had one. Russell: Thou shall build a list. Matt: Yeah. How high is this in the 10 commandments? Russell: My first mentor, Mark… Matt: And what would be some of the Russell Brunson... Let's come up with some of them. Like, "Thou shalt..." Russell: We need some stone tablets. Matt: "To all the funnel hackers, thou shalt and thou shall not." I want to hear- Russell: That would be a fun presentation, actually. Matt: Yeah, that would be, actually. Caleb Maddix: That would be. Russell: That would be cool. Matt: Dude, you need to do that. Russell: Come back from the mountain, we have 10 things. Matt: Yeah, seriously. Caleb: Wow. That'd be awesome. Matt: No, the five 'thou shalts', and like, "Thou shall..." and then- Russell: "Thou shall..." Matt: ..."Thou shall not, no matter what..." What would some of those be? Russell: That could be a really cool presentation, actually. Well, so I would say, in my first venture was Mark Joyner, and he was the one... So in context, in history, 18 years when I started, Mark Joyner... I don't think it's probably known. He's brilliant. But he built a company, and sold it off. And at the very end of his career as a coach person, I got to meet him and get to know him a little bit. But I remember, at that time, Google AdSense was this thing that came. And so, if any of you guys are old enough, just try and remember the Google AdSense days. It was insane. They were software. You click a button on software, it would pop out of site, pop out another site. And these sites would make anywhere from 100 to $1000 a day. And you just keep clicking this button, it would pop out another site. And so, people were making $1 million a month. They had teams in the Philippines, that these guys just clicking the button to build the software. It was just... But it was all fake. But it was tons of money. Insane amounts of money. I had friends making so much money. And shiny object, very shiny object, the most sexy shiny object of all time. You click a button, you can make $1 million. That was it, that was the pitch. And it was true. Matt: Mm-hmm (affirmative). Russell: For so... Everyone I knew. Can you imagine that? Matt: Mm-hmm (affirmative). Russell: If I go back in time, 18 years ago, I would move to the Philippines, I would hire everybody, and we would just click buttons. And I would've been- Caleb: Wow. Russell: ...a billionaire. It was- Caleb: Wow. Russell: It was insane. That's how Google got people adopting the AdSense program. So people would put ads on every single site, every single everything. And so, I'm getting in this game, I'm seeing this, and I'm morons making insane amounts of money. And I was like, "Ah!" And Mark had just become my mentor, the very first time, and he's like, "That's going to go away. Focus on building a list." I'm like, "But this guy's a moron. He made $1 million last month clicking a button. No strategy, no brains, no nothing." He's like, "I know, but it's going to go away. Focus on building a list." I'm like- Matt: Wow. Russell: But- Matt: Seriously? Russell: "He's clicking a button. Building lists is hard." He's like, "Build a list." I'm like... And I remember fighting him and fighting him, he's just like, "Dude, trust me. I've been on cycle. It's going to go away. Just focus and focus." And I was so upset, but I listened because I do that. One thing I pride myself on, I'm very coachable. Coach tells me something, I do it. I obey all giants with helicopters and stage presence. Matt: I love it. Russell: They tell me to do it, I do it, right? So I was like, "Ah, but there's free money in piles-" Matt: Even when it's hard- Russell: "All right." Matt: ...you do it. Russell: So I did it. And sure enough, I was doing that, and doing that, within six months, this things collapsed, disappeared, destroyed people's lives. Because you're making $1 million a month clicking buttons, what do you do? Especially as a young kid. Matt: Spending that much money. Russell: You're buying Lambos, and Ferraris, and helicopters, and pilots, and girls, and insane amounts of money. And then it disappears overnight. Devastating, ruined these guys, ruined them, so many people. Matt: There’s no skill behind that at all. Russell: Yeah. And I had a list, and I just coasted through it. Right? And I've looked at the SEOs, every single up and down, up and down, through the years, and I just listened to Mark and just focused on building my list, focused on building it, and- Matt: So you still feel that as strong today, as when you heard it? Russell: 100%. Matt: Even then. Russell: 100%. That’s one of our KPIs. How many people doing lists today? Every single day. Matt: Really? Everyday? Russell: Everyday. Because I did it for a long time- Matt: Even now, you're saying? Russell: 100%, everyday. John Parkes everyday sends me a number. “How many people joined our list yesterday?” That’s all I want to know. Caleb: What's your guys' email open rates? Russell: It fluctuates. 20 ish percent. Caleb: Okay. Russell: Around there. But it was funny because I remember, I had forgotten that lesson after a while. And if you guys know Daegen Smith, Daegen, he's getting back in the game now. He's brilliant. But I remember I had a list, and I was my money off of it. I wasn't focusing on it. And I remember he asked me a question, he said, "How many..." It wasn't, "How many people are on your list?" Because that's what most people ask, "How big's your list?" But he asked me a different question, which input output, right? Matt: Yeah. Russell: The question was, "How many people joined your list today?" And I was like, "I don't know." He's like, "Go look right now." I'm like, "Okay." So I log in, and look at the thing, it was like 12. And I was like, "12?" And I was like, "Is that good or bad? I don't know." And he's like, "Let me show you mine." And he showed me his, and it was like 1400. And I was like, "You had 1400 people join today?" He's like, "Yeah." "Wait, how'd you do that?" He's like, "I just look at it everyday. And when I look at it everyday, somehow it grows." And I was like- Matt: Wow. Russell: "Okay." So then, everyday, after I log in and look at my thing, it was like 12, I'm like, "Ah." In my head, I'm like, "Fricken Daegen had 1400. I only 12." Caleb: Yeah. Matt: Wow. Russell: And also, I was like, "What do I do to get people to join the list?" Matt: Yeah, start optimizing. Russell: And then, your mind starts thinking differently, and all of a sudden you start focusing on it. And it's crazy. I can't tell you how many entrepreneurs, that have been in my world, who have gone up and then come down. And what happens, mostly, is they do something, they build a big list, they stop adding fuel to the fire, they have this list, they sell things to the list, the list atrophies, and eventually starts shrinking and dying. And then, they don't know how to build lists, the business crashes and dies. Matt: I hope you guys are really listening. Really. I mean, he's- Caleb: That's powerful. Matt: ...saving your life right now. Russell: The question, the goal, every single day, is that, because it's a fuel to your fire. And what happens was you stop putting fuel on the fire, and it doesn't die immediately. So you're like, "Oh, I've turned off Ads, so I'm good. But I'm just going to focus on emails, let's focus that." But just every email you send out, your list atrophies, shrinks, dies. And then, eventually, it'll just die. And so, yeah, if you're not consistently, constantly feeding the list, every single day- Matt: And once you have the list, what's the biggest mistake people make with their list? Russell: They don't email it. Matt: Yeah. Russell: They're scared to... You think it's too much emails. It's not, it's the opposite. It's that they don't email. Caleb: Okay. Russell: Minimum of three times a week. Closer to everyday. Matt: Wow. Russell: If you talk to Daegen, it's twice a day, everyday. Matt: Really? Caleb: What other KPIs do you have sent to you every single day? Russell: I want to know how much we made yesterday, striped. Because first off, it's cool to know. Caleb: Yeah. Russell: But second off, also it's like, I want that number to be bigger everyday. So it's like, actual money in the thing, how many people joined the list today, and how many books are sold, how many ClickFunnels members. Those are the ones for me. Our teams have other KPIs they focus on. But those are the ones I care about. Matt: So out of 30 days, when you hear the numbers, how often are you pissed and how often are you like, "Yeah."? Russell: Nowadays, it's always pretty good. Matt: Nowadays, it's like, "Woo." Russell: Because it might go up or down a little bit, but the numbers are big enough, that it's just like, "That's so crazy." I remember... Anyway. I remember just the growth of ClickFunnels, because you know Stripe dings every day with your numbers. I remember when we started going, it got to the point where it's like $10,000 a day, I was like, "$10,000 a day is insane. That's just so cool." And then, it got to a point where it's like $20,000 a day, and then 30, and then $50,000 a day, and then $100,000 a day, and then 150, then 200, 250, 300. I'm just like, "This is insane to me, that this is a daily thing that come..." it was just... Anyway, that's when it got just weird. And it makes me mad because Todd made a commitment to me, that as soon as we passed $500,000 a month in sales, he'd move to Boise. Matt: And he didn't yet? Russell: No. So... Matt: You were out of there already. Russell: And then, I was like, "Well, we have $500,000 a day." And then, he still hasn't come. So I don't know. Some day. Do you think Todd will ever move to Boise? Speaker 4: Plus I'm curious if I could pop in to ask a question. Russell: Yeah, feel free. Speaker 4: I've always wanted to ask someone of your stature, that's done as much as you have, impacted as much people as you have, and really built the business that you have. So I'm curious on your take on leadership, building a team, delegating, and your schedule and how you go about scheduling your day, and prioritizing what's important for you, as a business owner, and what you delegate to your employees and their responsibilities as well. So leadership, delegating, and scheduling. Russell: Good question. It's interesting because I would say I'm not the best leader on my team, by any stretch. And so, it was interesting because I spent the first four or five years with ClickFunnels as the CEO, trying to do my best with it. But it wasn't my unique ability, is leadership. I feel like I'm good at leading a community, but I struggle a lot more with employees and teams, internally. And so, about a year ago or so, I handed the reins to Dave Woodward, to be the CEO of ClickFunnels. And he's been amazing. Man, what he's done inside the company has been awesome. And I think a big part of it is understanding, at least for me personally, I was trying to be a leader, and trying to develop that, but I wasn't the best at it. And I think sometimes we think it's always got to be us. Like, "It's my company, I got to be the CEO. I got to be the leader. I got to do these things." It's understanding that a lot of times there's people who are really good. Who's the best you could find to be that? Or any part of our business. You know what I mean? It's a big part of it. The second thing is, if you've studied Dan Sullivan at all, one of his biggest things is unique ability. That's the thing. What's your unique ability? What's everybody's unique ability? And I think when you start a company, it's tough because it's like everyone's in charge of everything, right? I'm the CEO, but I'm also taking out the garbage, I'm also doing... everyone's Speaker 4: Yeah. Russell: ...doing a little bit of everything, which is cool. When you're scrappy in the beginning, that's important, and everyone's doing that. But as you grow, that starts hindering you more and more and more, where we had people who are insanely talented, who if I could just get them doing this thing, 100% of the time... And that's when it got to the point with ClickFunnels, is that my unique abilities are writing, are being in videos, are building funnels, doing the... Those things are my unique abilities. Caleb: Engineering. Russell: Yeah. And I was spending maybe 10% of my time on that, and 90% of the time in meetings, and trying- Matt: Wow. Russell: ...coordinate people, and leadership. And it was stressful and it was hard. Matt: And you were draining. You were probably drained doing that. Russell: Yeah. And I was miserable, that was just... I wasn't good at it. Not feeling good, like, "Ah, I'm not getting through to people. I can't figure this out." But I felt like I had to own, I had to be the guy, I had to do the thing because this is my baby, this is my business. And the last 12 months has been crazy, because I handed it to someone who actually is good at that, that is his unique ability. And I'm watching company structure, and meetings, and KPIs, things that I was never super good at doing, and consistently having it all happening now. And now, I'm in the marketing department again, and I'm building funnels. People are like, "What do you do all day?" I'm literally in ClickFunnels, building funnels. "No, but you have funnel builder..." No, I'm literally in ClickFunnels, building funnels. I didn't start this business because I wanted to be a CEO of a big huge company. I did it because I love building funnels. I'm an artist, when it comes down to it, this is my art. Matt: Wow. Russell: And that's what I get to do now. And it's amazing. So Dan's got Fridays we book out, and we spend videos, he's got a whole bunch of YouTube videos, we film five or six YouTube vlogs last week, on Friday. So we have that times blocked out to do that, right? I'm writing my next book right now, so I've got my mornings blocked out to write books, because that's when my mind's got not a million things so I can do that. And then, after morning comes in, after I do my wrestling practice, I come in. And that's my teams there, and that's when we're building funnels. I got my designer and my copywriter, the people, and I get to facilitate that. And I feel like the... What's the guy in the orchestra, the maestro? Caleb: Conductor? Russell: Yeah, like I'm the conductor, I'm conducting all these talented people. And everyone's bringing... And I'm alive, and it's exciting. And at night, I can't sleep, because I'm excited again. And so, I think that's the biggest thing, is taking the pressure off yourself if you're not the best leader. That's okay. What are you the actual best at? And success, in business, I think, at least for me, I always thought I had to be the best at everything. And it's the opposite, where it's like, "How do you focus on the thing you're best at? And get the rest of the people around you." Speaker 4: Yeah. And it gets- Matt: And it's... You had to have been willing to let go of your ego, man. Or you wouldn't have been able to grow so much. If you try to do it all yourself... Caleb: So I have a question. How much time do you spend actually thinking about the future? Because it seems like, from what you've told us, you're very dialed in and obsessed on the process, and that's how you've gotten to where you are, up to this point, because you're in love with the game. How much of your time do you spend thinking about the future, and what's on the horizon next year, five years, 10 years? Does that cross your mind? Or what does that look like? Russell: It's interesting, I can't remember who was talking to about this... The further out you look, the fuzzier it gets. You know what I mean? And so, I think for me, it's like we have... I know where I want to go, but the in between is really, really fuzzy, right? It's hard to know. And so, it's like I know... For me, the last big boat was $100 million, the next one's a billion. So we know there's the thing. But it's so far from... I don't know the steps to get there. You know what I mean? And so, for me, it's more like, "Well, here's where we're at." In fact, that was my... We had a chance, last month, to go spend a day with Tony Robbins, and we each had a chance to ask him one question. So that was literally my question, just like... Matt: What was your question? Russell: My question... It'll be a blog soon. Not yet though. No, but it was basically like, "We've gotten to this point, and I know to get to the next goal, the things we've been doing are great and they got us to this point, but I have to think differently to here. I don't know how to think differently. How do you think... It's not another book I'm... Is it a book? How do I think differently?" And what Tony said, that was... it's a very... He said a lot of things, but one of the big things was like, "Proximity is power," like, "You have to be in proximity with people who have already accomplished the thing that you're trying to do." And it was interesting because I look at the path of how I grew ClickFunnels, I did that 100%. I was like, "All right, who are the..." and we found the people, got proximity, and then grew it to this point. So eventually, we kind of coded out of the people who I was aware of. So I asked Tony, I'm like, "Well, where would you go to?" And he's like, "Well, if it was me," he's like, "Who's built the billion dollar company?" He's like, "Marc Benioff." And he started naming all these different billionaires. And this and that, all these things. And I was just like, "I never even assumed those people could... I could be..." it seems so far away. And I was like, "Oh my gosh, that's..." Having a proximity to those people, and start thinking differently, because I don't know the journey but they've done it. Because someone in our world, and like, "How do [inaudible 00:16:13]?" I'm like, "This is literally a 13 minute project. There you go. [inaudible 00:16:16]." It's like I've done it so many times, it's not hard, right? But for them, it's like this is the rocket science to figure it out. And then the same way with these guys who have built billion dollar companies. So now it's trying to proximity to those people, and trying to get around them, and trying to figure out the journey. So the first thing we did, literally, I got out with Tony, Tony gave the answer to the question, and I knew the first guy I needed to get into proximity with. So I texted Dave, Dave called him up, we brought him on retainer. And now, we've got him an hour a week, to get on the phone with him and just ask him all of our questions. And have him introduce us all the different players at that next level. So a lot of it's that. Dave, who's the CEO, was very focused on all the... He's very much like, "Okay, first, to get to this goal, we have to have everyone here, here, here. These are the percentages, the numbers, all the..." Those things stress me out, I hate spreadsheets. He's always got spreadsheets. But he comes back with all the spreadsheets, I was like, "All I need to know from you is... Because I'm going to be building a funnel. What's the goal? What do you need from me to be able to do that?" He's like, "We need more ClickFunnels trials." Like, "Done. I can... Okay. That's where I'm going to focus my energy." And then, it's like, now I can creative on that piece, because I know this is the metric that I can do, with my skillset, to drive it. And everybody's got a metric, right? The traffic team, everybody's got a metric. But for me personally, it's like the only thing I actually affect in a short term, micro, and then I can focus all the creativity and effort on that, while trying to figure out how to shift my mind set to be bigger, to... Caleb: If Marc Benioff offered you $1 billion for ClickFunnels, what would you say? Speaker 4: Good question. Russell: I'd ask him for five. Matt: Good response! Rob: Can I ask you a question, outside of business? Matt: You asking a question? Oh. Rob: Yeah. Matt: Oh, go ahead. Rob: So I remember you were talking about your wife earlier, with how you wanted to get her the couch. Me and my fiance actually met at ClickFunnels, at your event. Matt: Yeah. Rob: So- Matt: ClickFunnels wedding. Russell: No way. Rob: So what I'm curious about is- Russell: Am I going to be the best man at the wedding? Caleb: I told you, you've got to come, I'm like, "You've got to invite Russell." Rob: So what I wanted to ask you is, obviously you run a nine figure company, and there's a lot that goes into that, how do you balance with, let's say, number one, your wife and then your kids as well? And then, what is your secret to a really successful marriage, that's worked for you? Matt: Dude, what- Rob: I think that's something that many entrepreneurs have good marriages that don't really get asked about. So I was just curious about that. Matt: Yeah. Russell: So I hear three questions in there, right? So balance, happy wife... What was... There was a third one? Caleb: Kids. Rob: Yeah, just balancing it, running a company. I mean, you do all these things, you also have a wife, you have kids. Russell: Yeah. So I would say a couple things. So number one is balance is this thing that we all, for some reason, in our mind, we all seek after. But everything great in my life has come from times of radical imbalance. When I wanted to become a wrestler, I wasn't a great wrestler because I was balanced, it was because I became radically imbalanced in that thing. Matt: Dang. Russell: It became the most important thing in my life, and everything else suffered. But I had to do it to be considered successful. When I met my wife, we didn't create a great relationship because we were balanced, I became radically imbalanced. And all my time and effort and focus was on her. And that's why it became great. ClickFunnels, same way. We built ClickFunnels, I was not balanced. We had to become radically imbalanced for a season, to focus actually to get... So that's the thing to understand. In anything great in life, you can't do it in a point of balance. It's radical imbalance that causes greatness. Matt: And that's golf. Russell: And so, you got to be okay with that. But it can't be for forever. It's got to be something that goes, and it comes and goes. Because people who get radically imbalanced for a long time, they can lose their family, they can lose their kids. Rob: Was there a point where you had to tell your wife, "Hey, this is what I really want to do."? Russell: A lot. She had to- Rob: And she had to just- Russell: ...be on board with- Rob: ...get on board. Russell: She had to get on board, yeah. And if she wasn't, I had to say, "Okay, what's more important?" If it was her, then I had to say no to that. And there's been many opportunities in my life I've had to say no to. Rob: What's that dynamic like, being that guys are together, just as far as working out just normal little things? Russell: So I- Rob: Just decisions, those kind of things. Russell: Yeah, well, marriage, you're going to find out, it's hard. Just so fully aware. No one told me that, going into it. I was like- Matt: Yeah. Russell: I was like, "This is going to be amazing. This is going to be the greatest thing in the world." And it is, it's awesome. But man, it is way harder than I thought. Rob: Just to be a person. Russell: Yeah, someone's... I, actually, I would highly recommend Stacey and Paul Martino have a course that my wife and I have gone through the last year, and it's amazing. There's a principle they teach about demand-relationship. If you just go through their... They have a 14 day quick start, it's like $100. But if you just learn the principles of demand-relationship, what they teach. The biggest game changer in a relationship I ever... Of all the things I've studied... Rob: Why? Russell: It is amazing. Rob: What was your take-away? Russell: The principle of demand-relationship is that, throughout history and society, the way that most of us get things done is that... So in a relationship, there's a power player, and there's someone less, right? And if I want my wife to do something, I'm going to demand, like, "I need you to do these things." Right? And that works, until the other person has the ability to leave. So prior to divorce being a thing, men, throughout history, have had a dominant relationship over women. They used to manage and get what they want, and women couldn't leave. And so, it was a horrible thing, right? But they couldn't leave. As soon as divorce happened, boom, it started happening. Right? When parents come over to their kids and give demand-relationship, as soon as the kids are able to leave, it breaks. And then, breaks his relationships. And so, that's the problem, is that for the last 5000 years, that's been our DNA, that men force women to do these different things. And that's what the demand-relationship is. Their whole training, their whole course, everything they teach is the opposite of demand-relationship. How do you create a relationship, where transformation happens through inspiration, not through demanding, and chasing. And it's tough because, for all of us, especially men, it's been so ingrained in our DNA that if we want something, we... That's how we do business, how we do things. But in a relation, especially an intimate relationship, it's the worst thing that could possibly happen. And that's what we all do. So it'd be worth... I'm hoping she writes a book some day, because it's... In my new book, I have a whole chapter, actually, teaching her framework on in demand-relationship. What's that? Rob: Were you high school sweethearts? Russell: College, we met in college. Rob: So she was with you before you started... Russell: Yeah. Rob: ...and had the huge success- Russell: Yeah. Rob: ...basically. Russell: Yeah. Rob: What was that transition like, from you guys, I guess, being... struggling, and you guys stay together- Matt: Good questions, Rob. Rob: ...to now- Russell: His mindset's on this. Rob: Yeah. Russell: Going into it. Rob: What is that like? I'm just curious, because I mean people don't really talk about this, I guess, a lot. Caleb: Relationship genius. Russell: Yeah. And it's different, because some relationships, both the people are in the business, some aren't. My wife's not involved in the business at all. She... Rob: Oh, okay. Russell: ...doesn't understand it, and she doesn't want to be part of it. And that's okay. It's like sometimes that's been the biggest blessing for me, sometimes it's been hard. Caleb: Yeah. Russell: Right? Sometimes I see the power couples, who are both in the business, and it's really, really cool. But I ask them, and they're like, "Sometimes it's a great blessing, sometimes it's really hard." So there's pro's and con's both ways. But I think the biggest part is just, this has been good for our relationship, and at first we didn't always have this, but it was like... Just figuring out how to get... You both have to have that same end goal, otherwise you're fighting against each other, right? And so, when we were building ClickFunnels and stuff, it was hard at first, because she didn't really... She's like, "What are you guys doing? You spend all this time and..." didn't understand it. And it was tough because I was trying to explain it. And luckily, for me, is that Todd was part of this too, and his wife was kind of struggling. So they had each other to kind of talk through it. But it wasn't until the very first Funnel Hacking Live, where... Because my wife had never been to one of my events before, anything we'd really... She knew what kind of we did, but not really. And she came to Funnel Hacking Live, the very first one. And she didn't come down at first, because she didn't realize what was happening. And she was doing some stuff, and then, she came down with one of her friends and walked in the back of the room, and saw all the stuff. And she started just crying. She was like, "Oh, this is what you're... I had no idea this is what was happening, and what was..." And then, it became real for her. And that was such a huge blessing for me, because now, the next time, it was like, "We have to work hard for this." Or, "We're planning for..." whatever, she was able to see this is the fruits, and like, "Oh, that's why you're doing it." Now, if you notice, my wife's, every Funnel Hacking Live, front row. She doesn't understand a word we're saying, but she's there, she's paying attention, because she's like, "Look at all the people, and their lives are changing, and impacting." And now, it's different, where when I got to do work, work late nights, or whatever, she sees the vision, and she's on board with it. So it makes so much easier. The other secret I learned is if I tell her, if it's like 05:00 at night, I'm like, "Crap, I got to stay late tonight." And I call her at 05:00 at night, nothing good can come from that. It's better if you just go home, right? If I know Wednesday night, I'm going to be working late, I tell her Monday. Like, "Hey, Wednesday night, there's a good chance I'm going to be late." And then, if I tell her that, she's totally cool with it, right? But you don't tell them the day of. It'll destroy your marriage more than anything. Matt: That's good wisdom. Russell: The other secret, this secret don't put on camera, I don't want my wife to... Matt: Is that right? Russell: Yeah, if I have any inclination that people are coming to town, or something's happening, I always like, "Just so you know, next week, Matt and Caleb are coming to town. There's a good shot we might go to dinner at night, just so you're fully aware." And she's like, "Cool." And then, it's fine. The other secret, this is the real one. So don't share this outside this room. Speaker 4: This is the off camera one. Russell: Yeah. So especially after... For my wife and I... So we started having kids, the same time I started this business, right? And so, I'm traveling, I'm going to events. And she's at home with the kids. And so, we never traveled before, so I'm going on these vacations, I'm meeting these cool people, I'm in hotel rooms. So every night, I'm getting back, and I'm like, "Oh my gosh." And I'm like, "Okay, I met so and so, and then..." all these things I'm so excited, so pumped about these things. And I'm telling her about stuff, and she's at home with twin babies, miserable, tired, horrible, feet hurt, body hurt. And I'm out having the time of my life. Matt: Yeah. Russell: And I'm thinking she's going to be pumped for me, right? Matt: Right. Russell: No. And for probably a year or so, I was just like... And then, one day, I remember I'm at some event, and I get cornered by people. And then, introverted Russell's like... anxiety, and it was horrible. And somebody cornered me in the bathroom, and asking me questions while I'm peeing. And it wasn't even... At least, sometimes, most of the time, they fake pee next to you, so at least it's not awkward. He was sitting next to me, watching me pee. I'm like, "Can you at least fake pee?" And so, anyway... It was so bad. And I got home that night, and I call her on the phone, and I was just like, "It was horrible." I went off about how horrible it was, and I was miserable. And she's like, "Oh my gosh, I'm so sorry." But then, she was cool. It was awesome. And I was like, "I didn't get in trouble." And so, the next time I went out, I got home that night, call her, I was like, "Oh, it was horrible. My feet hurt, my back hurts." Anyway, and I've told so many people this, entrepreneurs and friends, who do that, and they shift... Because they don't want to hear you're having this... Anyway, is this truly good or not? I don't know. It saved my marriage. Matt: Is it true? Russell: Literally saved my marriage, and it saved so many of my friends, who… so many of friends, who had the same thing. They want to hear the stories, but not in the moment. When you come back home later, you tell the stories, they love it. But in the moment, when they're miserable, and you're having fun, it is not... First time with Tony Robbins, when I walked on fire, I call her that night, I'm like, "I just walked on fire. Waaa!" And I hear the kids screaming in the background, and she was angry. And I was like, "Huh." And I'm like, "Cool, I'm sending you to walk on fire next month." I sent her to walk on fire, and then she was on fire. But it was like... Caleb: She's like, "No." Russell: Later, she wants to hear, but not in the moment, because it's just like... Anyway, so- Rob: Yeah. Russell: ...that was- Rob: Makes sense. Russell: ...life changing for... Anyway, so... And then, the other thing is just you have to understand what your values are. I learned this from Tom Bilyeu at a level that was fascinating, recently. But- Caleb: Who was that? Russell: Tom Bilyeu, he runs Impact Theory. Caleb: Oh, okay. Rob: Impact Theory. Caleb: Gotcha. Russell: But he writes out his values, but he prioritizes them. So his number one value is his wife, number two... And he has the values written out. And so, when a conflict comes in place, or he gets asked to speak at a huge event, speak for the Queen of England, or whatever, but it's the same weekend as his wife wants something. He's like, "My wife trumps the value... 100%, she trumps it. So the answer's no, and it's not hard for me to say no." Caleb: Wow. Russell: And so, it's figuring it out for yourself. What are your values? Personally, with your family, the wife, everything like that. And you define them, and then it's like there's no question. That's what hard, is when you value something here, and your spouse values something differently, and the conflict of that is what causes the fights, right? But if you get on the same page, like, "Look, this is number one, two..." You have these things, then it makes it easier to navigate those things, because it's like, "No, I understand this is one of the values we have together, as a couple, you should go do that thing." Or whatever the thing might be. So anyway... Caleb: That's awesome. Russell: But marriage is one of the hardest things, but one of the most rewarding things, at the same time. So it's worth it, but it's a ride. Go through demand-relationship, man. That's- Rob: That's a great point. Russell: ...so good. Speaker 4: I got a question. Rob: Yeah, go ahead. Speaker 4: So two big things that I heard from you, amongst your story, you were talking this positivity. When you were doing great at something, or you learned something, you're so excited about it, you're so positive, but then there's this other part of you that's very vulnerable. Russell: Mm-hmm (affirmative). Speaker 4: And so, you experience anxiety, or you have challenging days, or you're discouraged. How do you find the balance between those, of being vulnerable and being honest with how you're feeling, versus, "Hey, this is a challenge. I'm an entrepreneur, I can overcome this."? Matt: Right. Speaker 4: What's the balance? Russell: Yeah. That's good. One of the... Everyone who's met Tony has a story about how Tony's changed their life. But one of the biggest things that I... There's three or four things that I got from Tony, the very first time I went to his event and I heard him speak, that had a huge impact on me. One of the biggest ones was state control, understanding that. Have you ever heard him talk about the triad and things like that? Speaker 4: Yeah. Russell: I'd never heard that before, and I remember watching him do these things on people in the audience. And it was fascinating. He took a lady, who was... He picked somebody in the audience who was suicidal, and he's like... It was the weirdest thing. And he talked about the triad, right? There's three things that change your state, right? There's your language, there's your focus, and there's your physiology, right? So he takes someone, he's like, "I need someone who's suicidal." He takes this beautiful girl. I remember, we were up in Toronto, so then he takes this girl, and he's like, "I need you to get depressed. Not a little bit depressed, clinically suicidal." She's like, "What?" He's like, "Just get there in your mind. Whatever it takes, get dark." And you see her state change, right? And he keeps pushing her, and keep pushing her, and he gets her to this point. And anyway, it's crazy I'm watching this. And I'm kind of freaking out, because I'm watching him do this to this girl, getting her to a point... And soon, she's bawling her eyes out and everything. And he's like, "You got to get deeper. Get darker. More miserable." All this stuff. And you see him change this girl's state. And all of a sudden it stopped. And finally, it seemed like forever, finally he stops and he's like, "Everyone look at her. Watch her. Look at this." He's like, "What do you notice? What's her physiology?" You see her body, you see tears, and all this stuff. And you see her just broken. And then, he's like, "What do you say?" And he goes through the whole triad with her. And he shows that. And he's like, "Now I'm going to show you how quickly you can shift this." To the point where it's like... Anyway, it was crazy. And then, he shifts it, and he starts taking her back through, shifting the physiology, shifting her shoulders, shifting everything, shifting her meanings, shifting focus, shifting what she's saying. And he gets this girl, within three or four minutes, to literal ecstasy, it was crazy watching this. And you see her, where she's laughing... the opposite side of it. And I'd never seen somebody like that, the flip of emotions, how easy it was, by just shifting these three things in her. And it had such a profound impact on me. Caleb: Is there video of that? Russell: Not maybe the one I saw, but he does it at every UPW, he does it... I'm sure there's YouTube videos of it, as well. But if you type the triad, I think he calls it the triad or state control, things like that, you see it happen. But I saw that, and I was just like, "Oh my gosh, I never realized that we had control over that. I thought my feelings were my feelings." Like, "Here's your feeling." Like, "Okay, crap, this is the feeling I have today." And after experiencing that, I was like, "I could actually change this." I didn't know that. And it's interesting because I think sometimes when we're depressed, or we're sad, or we have these things, I think some of us like it. I've had times before, I don't want to be happy. I'm enjoying feeling miserable. And sometimes, I sit in there because I enjoy, because we do, it's weird. It's messed up. But I felt that. I'm like, "I could change this but I don't want to." But other times, I'm like, "I have to change it." Now that I've learned that. It's crazy you can shift your state, and you can do that and show up the way you need to be. And one practical example of how I use it a lot is, when I get home at the end of the night... And this kind of comes back to your question, I think, earlier, too. How do you do all the things? And I told you this yesterday. One of the things that I got the biggest, from being around Tony Robbins, the most impressive thing about him is when... Tony's got... As busy as any of us are, take that times 10, and that's Tony, right? He's the most busy person ever. But if you have a chance, a brief moment with Tony, where he's going to say a million things, and you have a second with him, he is the most present person I've ever met. The world dissolves around it, and it's just him and you, and there's nothing else. You can tell. And he's just zoned in on you, and it's this magical experience. And as soon as it's done, he's just gone, he's on the next thing. But that moment, he's hyper-present. And so, for me, when I'm doing things, it's like... Like, when I get home at night, at the end of the day, park my car, I walk in, and there's the door before I come into the house. And sometimes, I'm anxious, I'm thinking about work, and thinking about stuff, I'm stressed out, the FBI sent me a letter today, Taylor Swift suing me, whatever the thing is. And I'm like, "Ah." And then, I'm like, "I'm going to walk through that door, and I can't do anything about it now. My kids are there, my wife's there." And it's just like, "Okay, I got to change my state." And right there, before I walk through the door, I change my state. Get in the spot, and then like, "Okay, here we go." And I walk through the door, and it's like then I'm dad. And it's different, right? And so, I think it's learning those things. Because it's not... Your feelings are weird, they're going to show up in one way or the other, but the fact that you can control them, which I didn't understand or know how. But as soon as I realized that, it's just like, "I don't have to be sad, or miserable, or anxious, or whatever. I can actually change those things in a moment, if I understand how." And that was one of the greatest gifts Tony gave me, was just understanding how to do that, and seeing it in practical application with somebody. And now, it's like I can do it myself, any time I need to, if I need to. Matt: How do you act around Tony Robbins? Especially from the beginning to now, because you guys are close now. He probably looks at you like I look at a lot of these guys, that are Caleb's friends. I look at them like nephews, these are like... I'd do anything for them. And I know that... I can see that's how Tony starting to look at you. But take us from the very first time, because he didn't he have you come to an event, ask you a bunch of questions, take notes, and then just leave you hanging, or something like that. Tell the story, real quick. Russell: Oh, man. Tony's so intense. I still get scared to... It's still like, "Ah." Anyway, every time I see him, it's just like... I don't know, it's weird. His presence is- Matt: He still makes you nervous. Russell: Oh, yeah, for sure. But the very first time... So yeah, it was... I don't know, it was probably 04:00 in the morning. I don't even know. The shorter version of the long story is they asked me to come meet him in Toronto, at UPW, same event as this whole experience happened. So I went up there, and supposed to meet him one day, and it shifts to the next day. And if you ever work with Tony, just know if he tells you he's meeting you at 10:00, it could be like four days later you actually meet. You're on Tony time. Yeah, it's- Matt: That's just how it is. Russell: It's crazy, yeah. Just waiting. But it's always worth it, so you just wait and be grateful when it happens. But anyway, so we finally get to the point where we meet, and I have to drive 45 minutes. This is pre-Uber, so I'm in a taxi to some weird hotel. And we get there, and then me and his assistant stand outside for another hour, waiting in the lobby. He kept looking at his phone, nervously, like, "Ah." He's like, "Okay, Mr. Robbins' ready to meet you. Let's go." So we run up the stairs, we go to this thing, we walk in this room, and there's- Matt: And this is the first time you ever- Russell: ...body guards everywhere. First time I ever met him, yeah. Yeah, he's like a giant, comes and gives me a huge hug. And we sit down, and he's like, "You hungry?" I'm like, "Yeah." And he was vegetarian at the time, so he's like, "Get Russell some food." And brought me out this amazing plate of... I don't even know what it was. But it was... I was like, "If I could eat like this is every night, I'd be vegetarian." Because it was amazing. It was- Caleb: It was? Russell: ...insane. And then, got his tape recorder out, he's like, "You okay if we record this?" I'm like, "Yeah." So he clicks record, picks out a big journal, he's like, "You're Mormon, right?" I'm like, "Yeah." He's like, "I love the Mormon people. When I was eight years old, I went to a Mormon church and they told me to keep a journal. I've kept a journal ever since. Do you mind if I take notes while we talk?" Matt: Wow. Russell: I'm like, "Eh, okay." So he's recording, taking notes, and then he drilled me for an hour. Just like do, do, do. Just like- Speaker 4: And how long ago was this? Russell: This is 13, 14 years ago. Speaker 4: Okay. Russell: Anyway, it was intense. And I can't remember what I was saying, I was so scared, I'm second-guessing everything I've said. And then, he's asking me numbers and stats, because we were trying to do this deal with him. And it was so scary. Matt: So he was just drilling you with questions, and just trying to- Russell: Oh, like crazy, yeah. I'm trying to just... Yeah, dude. Anyway, it was crazy. And then, he had to go back to UPW to speak again, so he's like, "You want to drive with me?" So I'm like, "Yeah." So go down, and jump in his Escalade together, we're in the back seat, and we're driving. And it's just crazy. And I remember he asked me a question about this one... I won't say the person's name because the story isn't positive for the person. But he asked, he's like, "What do you think about so and so?" I'm like, "Oh, that person's really cool and really talented." He's like, "He's a very significant..." and he just talked about six human needs, earlier that day, so I was very aware of here's what the needs are, right? And he's like, "Yeah, I don't think I'd ever work with him, because he's very significance driven." And I was like, "Oh, that make sense." And all of a sudden, I was like, "Ah, Tony is reading my soul, right now." I was like, "What drives me? I don't even know what drives me. Does he know what drives me?" Like, "Oh my gosh, am I significance driven?" I'm freaking out, like, "Ah." And all I remember is panicking, thinking, "He knows more about me than I know about me, at this point." And all these things, I'm freaking out, we're driving in his Escalade. And we get to the thing, and he's like, "I got to go inside. Thank you so much, brother. I love you." Jumps out the car, shuts the door. I'm sitting in the Escalade, like, "What just happened?" Matt: It was that fast. Russell: It was insane, yeah. Matt: It was just like- Russell: And then, the driver's like, "Do you want to get out here? Do you want me to drive you somewhere?" Like, "I don't even know where we are." We're in Toronto somewhere, that's all I know. And so, it was just the craziest experience. And then, I don't hear from him for four or five months, nothing. And I'm like- Matt: What were you thinking? Did you think- Russell: I was like, "He must've hated me. Maybe I failed the test. Am I significance driven?" I'm freaking out about all the things. And then, one day, I get this random... It was actually my wife and I, we were celebrating our anniversary, so we were at... It was a StomperNet event, but we took her, it was this cool thing. And she'd just gone to UPW. I sent her like three months later. So she walked on fire, and she was like... And Tony talks about Fiji there, so she was like, "Someday we should go to Fiji." And then, we get this call from Tony, and it was like, "Hey..." Or it was Tony's assistant. Like, "Hey, Tony wants to know if you want to speak at Business Mastery in Fiji, in two weeks." I was like, "Tony Robbins..." I started saying it out loud so Collette could hear me. "Tony Robbins wants me to speak in Fiji, in two weeks?" And Collette, my cute little wife, starts jumping on the bed, like, "Say yes! Say yes!" Caleb: Aw! Russell: And I was like, "Yes, yes, yes. Of course, we will." And then, we're like, we've got three kids that are all toddlers at this time, and like, "Can we bring kids?" They're like, "There's no kids allowed on the resort." I'm like, "We've got three little kids." He's like, "Ah, all right. We'll figure it out." So I hang up, and we're like, "We don't have passports for the kids, we don't have anything." So anyway, it was chaos, we're freaking out. We ended up getting them there, they literally built a fence around our... The Bula house, where's Dan at? The Bula house we were in. They built a whole fence around, so our kids wouldn't die because- Caleb: Did they really? Russell: ...there's cliffs off the back. Yeah, it was crazy. And then, I'm speaking to this room, and there's less than 100 people. I'm speaking, and Tony's sitting in the back of this room, I'm like- Matt: While you're speaking. Russell: ..."I thought he was not going to be here. This is really scary." Yeah. And he's paying attention the whole time. Matt: Does it make you more nervous? Russell: He introduced me, he brought me on stage, which was like... I still have the footage of that, it's really cool. He brought me on stage, which was crazy. And then, I remember, because in the thing we're talking about lead generation, I was talking about squeeze pages. And afterwards, he got on. He comes up afterwards, he's like, "Yeah, I heard squeeze pages don't work anymore. Is that true, Russell?" He's like, "People say they're kind of dead, they don't work anymore." And this is, again, 12 years ago. And I was like, "Who told you that? They totally still work." Which is funny, because we still use them today. But he was just like, "Somebody had told me they don't work anymore." And I was like, "They..." anyway, "They work, I promise." But anyway, and then I don't hear from him for five years, and then something else happens. It's just weird, these long extended periods of time. But then, every time, every moment, I tried... Five years later, it was a call, it was like, "Hey, Tony's doing this thing. He wants your opinion on it." So I spent like two or three hours with his team, consulting, giving feedback, as much ideas as I could. And like, "Cool, thanks." And then, nothing for two years, and then something else, and then... Little things keep happening, and happening, and can do more and more together. And then- Matt: What did you learn from that? You think that's just- Russell: A couple things I've learned. Number one, I'm sure you guys get this a lot, people who want to work with you, they show up and the first thing they show up with is, "All right, I got an idea how we can make a bunch of money together." Right? They always come, and want to figure out how they can take from you. And I was so scared, and grateful, I didn't ever ask Tony for anything. The first time I asked Tony for anything ever was 12 into our relationship, after Expert Secrets book was done. I had just paid him $250,000 to speak on our stage, and just finished the interview promoting his book. And I was like, "Hey, I wrote a new book. Do you want one?" Matt: Wow. Russell: And he's like, "Oh." And he took it. I'm like, "Cool." And then, a week later, I'm like, "Ah, will you interview me on Facebook with this?" He's like, "Sure." And then, he did, and that video got three and a half million views on it. It was crazy, coolest thing ever. But it was 12 years before I asked him for anything. And I had- Matt: Wow. Russell: ...served him at as many different points as I can. I think the biggest lesson from that is that... And I get it all the time, people come to me and it's like they're trying to ask and take. It's just like... I get it, and it makes sense. But it's just like, "This game's not a short game. If you do it right, it's your life. This is your life mission." Right? Matt: Yeah, that's good. Russell: And so it's just understanding you're planting seeds, and you're serving, and if you do that, eventually good things will happen. And something may never happen with Tony, and that's cool. I do stuff for a lot of people, and nothing ever good ever comes from it. But hopefully something does. Sometimes it's indirect, sometimes it's not, sometimes it's just karma, or whatever you believe in. But if you just always go with the intent to serve, not to like, "What's in it for me?" It just changes everything. And then, if you do that, if you lead with how to serve, stuff comes back to you. But if you lead with trying to get stuff, it just doesn't work. The energy's different in the whole encounter. You know what I mean? Matt: Mm-hmm (affirmative). Russell: So I'm sure you guys have felt that with people, when they first come to you, and it's just like, "Ah." Matt: So is there a point where you... You went to his house. Russell: That was cool. The thing I can say is it was really cool, because most times when I'm with Tony, you're around people. In Fiji, it was fun seeing him, because he's more personal and stuff like that. But it was really special in his home, because it was him and his wife, and it was cool. It was fun just seeing him as him, like as a kid. And even my wife, like, "He seems like a kid here." He was so excited, and showing us his stuff, and all the things. Matt: Ah, well, guys, listen. Russell: Anyway- Matt: A few more questions, because I mean, man, you've been at it for almost two hours, dude. I can go all night, and I know he could. But Brea Morrison, give it up for her for letting us be here. Thank you so much. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part two of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody, this is Russell Brunson. Welcome back to the Marketing Seekers Podcast. So I have got to ask you, what did you think about episode number one of the World Changers Roundtable? Hopefully, you loved it. There were so many things covered in that 42 minutes. Anyway, we are moving on to the next part of this interview. As you know, this is going to be broken down into four parts because they kept me there, handcuffed to a table, until 3:00 AM. I'm just joking. They didn't really. But, the question was so intriguing, we were having so much fun, we just kept going and going until finally I was like, "I have to fly out in three hours. I need to get back to my hotel." But now we're going to go dive into the second part. This next episode is probably another 30 to 40, 45 minutes or so as well. So these are some things we'll be covering in this one, which is really fun. We talk about, number one, why my business partner, Todd Dickerson, is so amazing, and hopefully give you ideas about if you're pursuing opportunities and trying to land your dream job or partnership or whatever. Number two, we talked about personality profiling, how we actually are hiring here at ClickFunnels. We talked about where my love for learning came from. We talked about transition for me, going from an athlete to a business person and a marketer. We talked about some of the lessons I learned from Lindsey Stirling, things I was not expecting to hear from her that totally changed everything for me. We talked about people who intrigue me, my interest in health and bio hacking. We talked about is there anything that happens inside of this business that gets me as excited as what I felt in wrestling. We talked about what thing is close, but nothing actually has ever hit it. We talked about the first Two Comma Club Awards. We talked about how to upgrade your identity as you grow. We talked about the fact that you have to cycle and fail and rebuild in your businesses. We talked about the launch of ClickFunnels and how it wasn't just the fact that I was a genius, because I wasn't. There are so many things. Talking about the grace of God and how it tied into the launch of ClickFunnels. We talked about some of my early products, like Zip Brander and Forum Fortunes. We talked about my Christmas Grinch sale, which was the very first big sale, big launch I ever did, to my little tiny list that made enough money to cover Christmas for my wife and I when we were first getting started. We talked about becoming worthy. We talked about list building, how it's better than buying ads, and a whole bunch of other things. It's amazing, this could be 40 courses all wrapped into one super podcast episode. So if you liked the last episode, I think you're going to love this one as well. And I've got two more after this, coming back, going deeper into this conversation with the Roundtable of World Changers. So, that said, we're going to cue the theme song. When we come back, we'll dive right into the second section here of the interview. Matt Maddix: Dave and Todd, I mean, just wow. Those dudes are like... But what about those guys? Russell: So here's Todd's story. So the real long story short, I bought some software, it was coding Ruby on Rails, didn't know that. Bought this company with the last... I didn't have the money. So I borrowed money, bought this company, coded on some platform we didn't know, and I was like, "Screw it," right? And I tried to hire people to fix it, nobody could fix this platform until finally I was leaving the office one day. I literally emailed the people saying, "Turn off the servers." We lost all of our money to this company. They shut it down. And I'm walking out of the office and I had this impression of like, "There could be someone on your email list who knows Ruby on Rails." I was like, "That's weird. I had a bunch of internet marketing nerds. There's no one that's like, 'Ruby on Rails...'" Anyway. It was starting with the impression from God, I stopped, turned back around, set the computer to open back up, sent an email to my list. "If you know Ruby on Rails, I'm looking for a partner. I bought a software company and it's not working. Please send me a message." Send. Matt: And that's all you said? Russell: Yeah. And lo and behold, three years earlier, Todd bought some random thing from me, happened to be on my email list. He built the website three or four years earlier that was making six figures a year on autopilot. Hadn't worked in four years. Just hanging out relaxing with his wife and his daughter. And an email comes in and it says, "If you know Ruby on Rails, I'm looking for a partner." He's like, "I know Ruby on Rails. I can be Russell's partner." Emails me back. And at first I see him and his beautiful wife and I'm like, "There's no way he's a programmer. There's no way." That was literally my thought. But he was the only person that responded back so I was like, "Okay, well, here's the login to the site. Fix it. I don't know what to do. I'm not a coder." I went to bed, woke up the next morning. He's like, "Cool, I fixed the site. Plus I found this, this, and this. And I changed this. And I moved these things,", and all of this stuff. He's like, "It's working now. Do you have anything else you want to do together?" I'm like, "Huh." And so I give him another project, another project. And for an entire year Todd and I worked together, and never once did he ever ask me for money, ever. Matt: Wow. Russell: Not a penny. And I remember he started finding Boise to work on a project together ... Matt: You're telling me he worked for you for an entire year? Russell: For free. More than a year. Caleb Maddix: Why was that? Russell: I don't know. I found out later. He'd gone to Robert Kiyosaki at this event and he said, "Find someone who's doing what you want to do and work for them for free." So he told me that years later. I didn't know that. Matt: Todd, if you're watching dude. I love you man. You're legit. Russell: And so he kept coming and he started coming to Boise and we started becoming friends. The smartest developer I've ever met. Literally the smartest person I've ever met. I'll go that far. Just genius. And he'd come out to Boise and we'd work on projects and ideas. We tried to launch a couple of things. None of them really worked. And we were just trying stuff. He was just always there, always serving, always doing stuff. And one day were in Boise and I was looking over his shoulder cause we're looking at stuff and I saw his email. And there's all these emails from some recruiting site or something. I was like, "What's that?" He's like, "Oh, it's people recruiting me for a Ruby job." And I was like, "Do you get a lot of those?" And he's like, "I get three or for a day." I'm like, "Really? Are they good offers?" He's like, "I don't know. Let's check it out." He opened it up and the first one was like $400,000 a year starting salary. I'm like, "What?" The next one is $350,000. The next was 5 ... Insane things. I'm like, "Why don't you do that?" He's like, "I don't want to work for them. I want to be your partner man." I'm like, "What?" And then I all of a sudden had this realization that I hadn't paid him in a year. We didn't have much money at the time, we're still at the backside of a business failure when we met. I'm like, "I can pay you maybe $50,000 a year. Can I pay you that?" He's like, "Whatever." So I told our little bookkeeper, "Pay Todd $50,000 a year." And they're like, "Okay." So he did that and next year we're paying $50,000 a year. We're doing stuff and we have more things. Started to get a little success here and there. Making more money. Back in Boise again. And I'm like, "Can I pay you some more?" And he's like, "Whatever." Matt: So he wasn't ever just asking? Russell: Never in his life has he asked me for money. Ever. So we bumped it up to $100,000 a year because that's what we got, the year before that, after a year or two working together. And then, it was crazy, the day Leadpages got the first round of funding for $5,000,000, the same day Todd was flying to Boise. And he gets the email. It's east coast so he's two hours ahead. He's awake and on the plane, he sees the email, forwards it to me, and then jumps in the plane. He's flying for four hours. I wake up. I see the email and I was like, "Leadpages? Got 5 ..." I was like, we built landing page software in the past. I was perplexed and angry. And then Todd lands. And Todd, he's a little guy, he comes into the office all angry. He's like, "Leadpages got 5 million!" He's like, "I can build Leadpages tonight. Do you want to build lead pages?" I'm like, "Yeah. Let's compete with Leadpages." He's like, "All right." Matt: No way. Dude. I love this. Russell: This is like angry Todd. I love angry Todd. I like all Todds, but angry Todd is the best Todd. Matt: Is it? Okay. Russell: He's just pissed because he's like, "I can build this tonight. Everything thing they got we can have done tonight." So we're getting all ready. What should we call it and everything. And then he's like, "Wait, we're building this. You want to add anything else to it?" And I was like, "Oh. Yeah. What if it did this? And what if it did this?" And we spent a week in front of a white board saying, "What if it did?", and we mapped out ClickFunnels. Matt: So you're talking about a week where you guys just locked in and you were just having fun. Just doodling and whatever. Russell: Yeah. He's like, "Oh, I can do that. We can do that." We're brainstorming all sorts of stuff so we map the whole thing out. Matt: Did you know at that moment you were onto something big? At that moment right there, when you guys were like ... Or was it just still like ... Russell: All lot of people have tried something like that. I tried before other people tried. No one had done it. So I was kind of skeptical but Todd's like, "I can do this. This is easy." I'm like, "Okay because I tried it ..." He's like, "No dude, I can do it. This is easy." So I was, excuse me, optimistically hopeful because he's a genius but I was also nervous. But anyways, we map it out and then we bought Clickpros.com. I wanted to call it ClickFusion because I own ClickFusion, but we'd had three failed businesses called ClickFusion. All of them failed and Todd was like, "No. It's bad karma. We can't." I'm like, "But the logo is so cool dude." Matt: I love it. You love the logo. Russell: And he's like, "No, we can't." He's like, "It's got a jinx on it or something. We can't do that. You have to come up with a different name." I was like, "But ClickFusion is the coolest name ever." So we're trying things. Click everything and then ClickFunnels. We're like, "Ah." That was the thing. We're so excited Matt: Who first said it? Do you remember? The words ClickFunnels. Caleb: It's almost like God saying, "Let there be light." Russell: I would assume it was me but I'm not positive. I'll have to ask Todd on that one. Caleb: Well, when you said it, was it instant? Like fire? Russell: It was insane, it was available. Matt: Oh, you know that feeling, right? Checking domains. You're like… chills. Russell: How has no one thought of this before? And so we got it and I remember I was driving him to the airport at the end of the week to take him back home. And we got to the airport. Boise airport, It's a small airport. So we pull up to the thing to get out and you can tell he's probably nervous waiting. And before we get out of the car he's like, "I really want to do this man. I'm excited." I'm like, "Me too. Me too." He's like, "I don't want to do this like your employee though. I want to do it as your partner." And in that moment, I was just like all the fear of ... I'd tried partners in the past. It hadn't worked. All this stuff and all the everything. And it was just this weird thing of just all the emotions were hitting me as he sat in the car, about to get out the car. I have 15, 20 seconds before he's going to to go. I was just thinking about him. I was like, he's never asked me for money. He's never done anything. He's served. He's given everything. I was just looking at him. I was like, "All right let's do it." He's like, "Cool." And he got out of the car and he's gone. Matt: Wait a minute. So at that moment? Is was that quick? Russell: That was it. Matt: It was a gut feeling that you just knew. That he was ... Russell: It was him. Yeah. And I was literally... I said this on stage at Funnel hacking live, outside of marrying my wife, it was the greatest decision I ever made. Matt: Yeah. I remember you saying that with tears. Russell: Yeah. Matt: Why though? I'm curious because it's not just ClickFunnels. Russell: He's amazing. If you look at our personality profiles, it's fascinating. We have the same personality profiles. The Myers-Briggs. Except for one letter's different. Where I'm a feeler he's a thinker. And it's been magical as a partnership because we both have so much respect for each other that we don't try to fight each other. And it's very much like if I wanted to do something, I'm like, "This is what I want to do. This what I'm feeling. What do you think?" And he'll come back and be like, "Well, I think this." And so I come up from feeling instead of thinking and it's really cool. So sometimes his thinking will trump my feeling. And I'm like, "You're actually right. Let's not do that." Or vice versa. Where he's like, "I'm thinking this." And I'm like, "I don't know why but I feel this." And he'll be like, "Okay." He respects that. We just have such mutual respect that we've never been in a fight. We've never argued. We've never had problems. It's been amazing. Matt: Wow. Russell: And he's similar to like we talk about with Dan. He went back home after us white boarding that, sat in his basement for five or six months and built ClickFunnels by himself. Caleb: Really just by himself? Russell: 100% by himself. Caleb: No other team. No other dev? Russell: It was just him. And the right before we launched, we brought in another partner, Dylan, who built the front-end editor and did a lot of the UI. And so then it was those two as we got closer and closer to the launch. And then for the next year it was just those two that did everything. And then after a year, we started bringing in other developers. But it was 100% Todd. Matt: Wow. Russell: He's amazing. In all aspects. You know you have friends you think they know everything about everything. That's like Todd except he actually knows everything about everything. You ask him anything and he's just like ... I don't know how he does it. And I'll always fact check him, like, "Oh my gosh. He's right again." He's brilliant. It's amazing. Matt: So for those of us who have partners or are maybe going into partnership, what's your best advice? And what do you feel like he does right that other partners don't do? Russell: I think the hardest thing with partners is typically we want to partner with someone who is just like us. We did a podcast most recently. Dean, Tony and I, right? We've done two partnerships. Both partnerships made it through the launch and they stopped. Made it through the launch and stopped. The podcast was like, "Why?" I love Dean. I love Tony. They're amazing. The problem is that me and Dean had the exact same skill set. Matt: Oh. Russell: And so the problem is that both of us are right. We both understand it right, but we do it differently. And so it's like You have two people, and so typically you want to partner with those people who are like you. You're like, "Oh, we think the same. We should be partners." But that's not necessarily the right thing because then you've got two alphas with the same skillset, and someone has to win and someone has to lose. And it's hard. Whereas me and Todd, we have different skill sets. There is never a winner or a loser. We can both win because different skill sets, both the same mission. It's really easy. So I think the biggest thing is you're trying to find the yin yang. You're not trying to find someone who thinks like you or acts like you. In fact, this is true in most hiring processes as well. I used to have people like, "Send me a video if you want this job." Right? So I get these videos, and the people that I wanted to hire were the people like me. I'm like, "This person's awesome. They think like me. They're a genius. They're amazing." You'll hire them, and within a week I'm like, "I hate this person." It's horrible. So we started shifting the way we do our hiring based on personality profiling instead. DISC profile drives most of my own personal hiring so I know that I'm a high D, high I, high S. No C at all. Right? And so the people I need to hire around me are high S, high C. The problem is the people I who I watched their videos and I'm pumped, they're high D, high I. So I'm like, "Yeah. These people are awesome. They're charismatic. I'm going to love them. They're drivers, they're awesome. Worst employees ever. Matt: Right. Russell: Right? So when people send us this profile, first I find the right profile and then from there I do interviews. Because if I interview ahead of time I get sold by the people who sell and then they're horrible employees. And so I make sure they're high S high C, because I know that if I talk to high S high C, I'm going to be kind of bummed out. Like, "Oh, I don't know if this is the kind of person that I'm going to jive with." But they're the best people to surround myself with because I'm such a high D high S. I'm a creator. I'm throwing things up in the air and I need people who are S and C, who are faithful finishers, who are going to take the things, capture them, and make sure that it's amazing. Matt: Do you feel like businesses and entrepreneurs are making a mistake by not having their employees and their team take these tests? Russell: 100%. I have a new company we're launching all about personality profiling because I'm such a big believer in it. Matt: Really? Tell me why. Top three reasons. Russell: It's in all things in life. If you're going to be a partner. If you're going to date someone. Understanding who they are is such a big part of it. Right? Because we think everyone sees the world the same way we see it and it is not true at all. The way you see it, the way we all see is so different and so if we don't understand that at a deep level, then I get upset by what you do and at what everyone's doing because it's like, "Don't you see what I see?" And the reality is no they don't. So if you start understanding people better ... In fact, the software can be called Understand About Me. It's a place you go and you take all the personality profiling and it gives you a page that can show somebody this is me. So in five seconds I can understand you perfectly they're like, "Oh, now I know how to work with you." Because I understand what you are, what your beliefs are, what your values, all the things I need to know about you, I can find it really quickly. Where normally you're going to go years with somebody before you understand them. I can look at a thing and get pretty dang close in a minute. Matt: Wow. Russell: Now I know hot interact with you and spend time with you and work with you. Things like that. Caleb: Question. Where does your love to learn come from? Because one of the things I noticed from being around you, it's always like yeah, so I had this moment where I geeked on this and I geeked out on this. It was health and suppliments, and marketing and personality types. There's all these different things you geek out on. Have you always been that way? Is it like you geek out on marketing, you saw the rewards from it, and you're like, "Wow, what if this goes into other areas?" Where does that come from? Russell: Yeah, I didn't always have my life. In fact, I had a fascinating conversation with Tom Bilyeu about this, because when I was growing up in high school I always thought I was a dumb kid. I thought I was an athlete, so I focused there. I thought I was an athlete, so I was a wrestler, that was my identity, that was where I focused at. I thought I was dumb. Because of that, straight C student high school and college, my cumulative GPA graduating from college was 2.3. Straight C's and one B maybe somewhere in there, right? Because I was a dumb kid. When I got done I ended my wrestling career, so I stopped being an athlete, and I was like, "Oh crap." I started to learn this business stuff and I don't like to read. I'm a dumb kid. What do I do? It was fascinating. Tom told me, because I had this epiphany, I'm not actually dumb. He's like, "Actually, the reality is you probably really were dumb. But then you changed, right?" So for me it was like I shifted. It was fascinating. Do you remember the Funnel Hacking Live where we had Lindsay Stirling perform? One of my favorite parts of that, she did a whole performance. If you guys don't know, Lindsay does violin dancing stuff, and afterwards I had a Q and A with her afterwards. I had this question I was so pumped to ask. I was waiting for her just to like, the question is, she was on America's Got Talent, and I think she took 7th place. When she got kicked off, Pierce Bronson or whatever said, "You've got no talent. You're no good." Whatever, right? So I was like, do you remember that time when he said that? What I thought she was going to say was, "Yeah, I proved him wrong. Yeah." I was like, "What did you feel after that?" She's like, "Yeah, I got home and I realized he was right. I wasn't very good. So I went back and I started practicing and I started working harder and eventually I became good enough." It was like, oh my gosh. I got chills when I was saying it again. Matt: Yeah. Russell: I remember when Tom said it to me, he was like, "You probably were dumb." I was like, "I was." Because I wasn't reading things. So with marketing that was the first thing for some reason that caught my attention, that got me excited, right? And then if you look at my DISC profile, ROI is my highest value. I have to see ROI in something or I don't want to do it. So when I saw an ROI on this reading, I was like, "Oh my gosh. I read a book, I got one little sentence, changed a color, made more money. Oh my gosh." That is where it started, 100%. I started learning that and I started getting obsessed with those things. As this business grew for me I started being more, I always joke that crazy people got attracted to me, right? The best health people, the best fitness people, the best in every market kind of came into our world somehow. So I started getting to meet all these people. When you're around someone who's the best in the world at the thing, and they start talking about the thing, you can't help but be like, "Oh my gosh, this is amazing." Right? You zone in on that. So whenever I meet someone that's amazing and I have a chance to talk to them like this I just geek out. Like when I met your dad the first time with you guys. That's when I bought your parenting course and everything. I was just like, I saw you and I saw him and I was like, "I want that." So I started going down that rabbit hole, right? I met Anthony DiClementi, I was like, "I love this guy. I have respect for him, I love him." Every time he talks about anything, he fascinates me, when he talks about something it fascinates me. I have to look down those things, right? When people fascinate me, the things that fascinate them start fascinating me and that's when I kind of go down those rabbit holes. This person is so intriguing and fascinating. What makes them that way? What are they doing. It's interesting. I'm not a good question asker. You guys are so good at question askers. I've never been good at asking questions, but I'm really good at watching what people do and then seeing it and trying to go down the rabbit hole. What are they doing, why are they doing it, that kind of thing. Caleb: He’s a true master in it. You can just tell. What are some things you want to take the time to geek out on? I'm sure you see something and you're like I want to get on that but it's not a priority, I've got to do this. What are some things, if I had a week or two? Russell: Just free time with nothing else involved? Caleb: What's the next thing you're going to geek out on? Russell: Oh. I would say every probably three years I get re-excited about SEO, for some reason. I start going down that path again, because I love it. There's times in my business when that was the focused. It's not now at all, but I went through a couple ... Brian Dean’s a real cool SEO guy, couple guys… I started dabbing my toe in again and I'm like, I just want to get back into it so bad. Right now SEO is actually our number 11 lead source as of today in ClickFunnels, which is amazing. So we handed SEO the first four or five years, now we're focused on it again. It's doing really well for us. I want to go deep there because I like that. Anyway, I haven't had a chance to do that. Any of the health stuff really, really fascinates me. Matt: Why? I'm curious. Why are you drawn to that so much? The health stuff. Russell: Because I've seen with myself ... My history is I got in wrestling, at the PAC 10 tournament was my last actual wrestling match. My wife was giving herself fertility shots in the stomach during PAC 10 so the next month se was pregnant. So I got done wrestling, got done competing, got done running, got done lifting. All my athletic career ended, and then my wife got pregnant. She's eating for three kids, and I'm pumped because I don't have to work out right now, she's hungry, I'm hungry, we're eating. We just kept eating and eating. So over the next seven to eight months my wife gained like 60 pounds, I gained like 60 pounds. We were doing it together so who cared, it was amazing. Then one day she has two babies and she loses like 45 pounds and I'm like, oh crap. I'm stuck here. Where did you go? This for me? Matt: Yeah. Russell: Thank you. Then at that time the business was starting and I was stressed out trying to figure it out and I didn't get healthy again. I just was in that state of being 65 pounds heavier for years. But I didn't know the difference, I didn't know that I felt differently, because I'd never been in a spot where I spent eight hours sitting behind a computer, so I didn't know what good felt like or bad felt like. I knew if I tried to wrestle I'd puke, so I was like I don't feel like I'm an athlete. I just felt normal, I thought. Eight years in I was like, I don't know, I looked at myself in the mirror and I was like, "Oh, what happened to you?" You know what I mean? I'm sure hopefully everybody's had a chance. I was like, huh. It was hard because in my head I knew how to work out, I knew how to train, I knew these things. Finally I was like, "I need to get a trainer." So I got a trainer for the first time. I'd never really done that before. Started going, and got me from I don't even know, 27, 28% body fat down to 12% in a matter of seven or eight months. I looked better, I felt better, but what's crazy is I could work twice as hard and twice as long. I wasn't tired. I was like, "I can keep going. My brain's on fire. This is amazing." Matt: Wow. Just from the ... Russell: I had no idea until I lost all the weight. All of a sudden it was just like, I can do so much more. I think, when I first met Anthony DiClementi the first time I was like, this is my problem right now. I am at work all day slaying dragons, doing all these things, I have this energy. I get home at night and my two little twin boys are there, and my little daughter, and I'm spent and I have no energy. How do I still be a present dad and how do I have these things? The next tier was the bio hacking stuff. How do you do these things? How do you increase energy? There's so many ways to do that, from light therapy to supplements to sleeping to sound to breath, all these crazy things that seem stupid. The first time Anthony's like, "We're going to do breath work." I'm like, "We're going to breathe? That's your bio hack? We're going to breathe together?" He's like, "Yeah, it's going to be amazing." I'm like super annoyed. What's the ROI on this, I've got to get back to work. So he sat me down in our gym. You've been in our wrestling room. He sat me down and he's like, "You have to sit because if you're standing you'll hit your head and you'll die." I'm like, what are you talking about? He sits me down and we do these breathing exercises where he's yelling at us and screaming. All this stuff is happening. If anyone's ever done deep breath work it's nuts. We're doing this thing where we're supposed to do this heavy, heavy breath work until he's like, what's going to happen is the world is going to ... Has anybody done jiu-jitsu here? Been tapped out before? Matt: Yeah. Russell: So you get choked out. What will happen, the carotid artery gets choked and the world starts shrinking like this. If you take pressure off it, it comes back to life. If you don't, it goes darker and darker until it disappears and you're gone, right? If you've never been choked out, that's what happens. It's a really fun experience. But you have the minute when you see it shrinking around you and then it's gone, right? He told me that's what's going to happen. You're going to breathe so much that the world around you is going to start shrinking. If you don't stop you're going to pass out. So we go all the way to where it starts shrinking, stops, and then when you hit that point you let me know and then you hold your breath for as long as you can. He's like, "How long can you hold your breath for?" I'm like, "Maybe a minute." He's like, "You'll do it for at least five." I was like, there's no way. So he says sit down, we're doing this breath thing, we're going like crazy and sure enough the walls start doing weird stuff. I feel like I'm on drugs. I'm sweating like crazy. We keep doing it. He's yelling at me. All of a sudden the world starts closing around me, I'm like, "What is happening?" And then he stops and is like, "Hold your breath." He starts the clock. I'm sitting here holding my breath forever, looking around. We had three or four of us guys all doing it at the same time. I'm freaking out. And then it starts getting quieter, things are slowing down, we're sitting there and then he's like let some of the pressure out but don't breathe in. Let pressure out, pressure out, pressure out, keep doing that, and it gets done and the stop clock is over five minutes. I'm just like, I just held my breath for five minutes. Matt: And you didn't even know it. Russell: Insane. And then the rest of the day we were on fire. It was just like, whoa. Right? We brought a cryo-sauna at our house and we go freeze in the cryo-sauna and the rest of the day you just feel ... That's the thing I love now, these little weird things. Light therapy, breathing, weird things that just seem stupid. You do it and you can go longer, you can think better, you can do stuff. All those things just get me so excited. Anthony's fun because he randomly will just ship me weird stuff in the mail. Just the weirdest things. It makes my wife so mad. It just shows up. There's a big old box. She's like, what's this from? I'm like, I'm hoping it's from Anthony, it's going to be amazing. Just weird things. Tons of stuff. I love that kind of stuff because the ROI on it is crazy. They're always these weird things. I have this headband someone sent me. You put this headband on, you put an app on and you start working and it just makes you not tired, makes you focused. These weird things. How does this work? I don't know. And they're like oh, it works because the waves over here sync your brain and change your brain waves and the creative state and all these things. I mean, I don't know how it works but I just wrote two chapters. Caleb: Do you do breath work every day? Russell: No, because it's so intense. If I had a coach who could walk me through it. I have a recording of Anthony doing it and I almost dread it because I know how hard it is. By the time you're done you're sweating. Caleb: I've got to get that recording. Russell: I'll get it to you. By the time you're sweating, you're like what just happened? I just breathed for five minutes. It's weird. Anyway, I would love to understand it on a deeper level but I don't understand a lot of the things now. Some of them I've gone deep on, but a lot of them I do without knowing why. I hate it because my wife will be like, "What's this do?" And I'm like, I don't know. Matt: Just love it. Russell: One of my buddies, Preston Eli, he wrote this blog post, he called it the Warriornaire Workout. In there he explains part of his morning workout. He's like, why do I do it? He's like, because Tony Robins does, and I obey all giants who fly helicopters and have stage presence. That quote goes to my head all the time. People ask me, why do you do that? I'm like, because I obey all giants who fly helicopters and have stage presence, that's it. I'm like, I don't know the reason why, Tony says so, therefore I will do it. I would like to understand it at a deeper level so I have a better response than I obey all giants with helicopters and stage presence. But that's a pretty good reason. Anyway. Matt: Real quick, does anybody else want to throw in a question for Russell? Anybody else here live with us? Caleb: Let me ask one more real fast. Because I want to. I want to ask this. We were just having sushi, I was asking you, what are some of the favorite periods of your life? One of them you said was wrestling, which I found funny because by far one of my favorite periods is baseball, which people wouldn't expect because obviously I've been on stage and all this other stuff and that should take the cake. But those moments when you're just on the field, you're in the zone, there's nothing better. Where, with what you get to do now, whether it's being live on a webinar or being on stage or whatever it is, where do you get the same feeling of wrestling? Do you know what I mean? You know, the feeling in your chest? Russell: Today while we were in line at the grocery store I talked to your dad about this. I said that the best feelings I ever had in my life were from wrestling. The feeling of winning a hard match that I wasn't supposed to win and getting your hand raised, I never felt something like that, that felt as good as that, ever. I've been searching in business to find that, and I've never found it. Speaker 3: Do you feel like sports is like business in any sense? Matt: Good question. Russell: For sure, yeah. There's a lot, for sure. What I was going to say is the closest I've ever gotten to feeling that is when you serve at an event and you see a table rush and you see not only people where they get the a-ha, but enough of an a-ha where it gets them to get up and to move. That's the closest I've ever felt to that. It's not as good, but it's the closest I've ever felt to that. Which is why I love doing the big things. I get a glimpse of that. Caleb: How close? Scale of one to 10. Wrestling's a 10. Where does that rank? Russell: If wrestling's a 10, I'd say it's about an eight. In fact it's interesting because when I first started in business I was racing for that, trying to find it, trying to find it, trying to find it. It took me years before I was like ... Matt: Is it disappointing? Russell: For sure, yeah. We launch today and make a million dollars and it's like, huh. That sucked. What else have we got. Give me something else. Matt: Exactly. Russell: The money goal is always what I thought was going to be the thing, and those always were just like, huh. In fact, literally one of the main reasons I did the Two Comma Club Awards, for me I need, maybe it's just from a decade of my life someone grabbing my hand and raising it. I was like, entrepreneurs need that. No one raises our hands. Two Comma Club Awards, for me, is me lifting their hands like you did it. I needed that, they need that. That's one of the main reasons I did that, because that's the equivalent of that. Anyway. Matt: How many millionaires have you created? Russell: This year we passed 1,000 people that won the two comma club award. We're over 120. Matt: How does it feel to say that? To say it? You know how sometimes it's like so many people that have passion or goals or huge dreams and visions, rarely do they really celebrate what's happening on the journey. Do you find yourself ever getting where your vision is so big and your passion is so deep that even saying things like there's 1,000 millionaires. Dude, that's huge. Man, 1,000 people that are millionaires because of you. Russell: I think the first time I really got that, probably the most impactful time, was the very first Funnel Hacking live that we gave away Two Comma Club Awards. It was the third Funnel Hacking live. It was a couple of months before that we had the idea of a Two Comma Club and an award, talking about that. I legitimately didn't know. I wonder if anyone in ClickFunnels has actually made a million dollars. I don't even know. So Dave went back and the database guys went through everything and I remember he came back and was like, there's 79 people right now that made a million dollars. I was just like, are you serious? Matt: Was it a boost of confidence? What did it do for you? Russell: It was one of those things, looking back on me doing these events where two people showed up and nobody showed up, hardly anybody, where I was so excited about this? I was like, how come nobody cares? To now it was like, this is actually, I've talked about this long enough people are believing it and now they're doing it. You start seeing it, and there's the fruits of it. In my mind I was like a million bucks, even then, ClickFunnel was new, I was like a million dollars is hard. Most of my friends I knew were like made somewhere near a million dollars. There were people who have been in this business for a long time. A million bucks is a big deal. That was most people's goal still. The fact that 79 people had done it, that was just weird to me. I think that was the biggest one, the realization that just like, oh my gosh. It's not just a theory and I think it works, it's working. It's working at a scale that was unfathomable to me at the time. 79 people. To go to 200 and then 500 and then 1,000 is crazy. Matt: What was your question, buddy? Speaker 4: You're talking about how at each level of success you hit, some of your mentors hit that ceiling, right? Because of the posturing, right? So ultimately I feel like when you get to a new level of success it requires you to upgrade your identity, your self image. What have you found is the number one routine, what's your process for upgrading the identity, upgrading your self image? Because I think that's so important because it can either hold you back and have you self sabotage and not take action and go after what you want, or it's going to be the thing that keeps you at that level and continues to propel you forward. What's kept you ... Russell: That's good. It's weaved through everything, right? The one that's the most obvious external, especially in our world, because you see marketers, most people when they first start selling whatever it is they're selling they're bragging about themselves. Here's my ad, here's my name. It's all about them, that's the first tier of it. And then the second tier, when they start having the realization, I feel like is when they stop talking about themselves and start talking about the people they've helped. Speaker 4: Mm. Russell: You see externally. You don't hear me talking about how much money I make. I'm not like, oh, check out what I got. I talk about all the other people. It's like, that's next year, is that. And then for me the third tier now, which has been really cool, is talking about Lady Boss, right? The success story isn't Kailin, it's Kailin's customers, right? So it's like that next tier. What you're talking about is like the external version of that. There's a lot of internal things that you've got to deal with, but you'll notice it shifting in people when you look at just their messaging and what they're saying. From the way they podcast, they video, they market, their ads and everything, it's the shift of it's not about me, it's about them. It's not even about them, that's the external version of it. Internally I think it's really, it's what we talked about, I can't remember why, but we brought up yesterday or today I had this really successful guy I met one time who the first time we met he was like tell me your story. So I was telling him the wrestle posturing story about how great I was. He was like, no. Tell me about the time you failed. So I was like, well, I'm in the middle of one right now. So I told him let me tell you. I told this whole thing. I remember afterwards I was so embarrassed. He's going to think I'm an idiot. You know, that fear? He was like, good, you cycled. I was like, what? He was like, I will not work with entrepreneurs who haven't cycled at least once. Because if they haven't then they still believe their own bio, right? I think that's the biggest thing, the internal version is that. The first time around, before you cycle, you think it's all you. I know for me it was. I remember doing this the first time, I'm like, I am a genius. I'm the smartest guy in the world. And then when it collapsed I was like, oh, there's a lot of things outside my control. This is not me. There is a team, there's God, there's all these other things that are making this possible. There's a scripture, I can't remember where it's at, it's the Bible, Book of Mormon, but it says you can either be humble or God will humble ... Ah, I'm misquoting it by far. But it's like God will humble people. You can be humble or he will humble you. So it's like, looking at that, I'm like round two I'm going to be a humble person because I don't want to be humbled again, right? Matt: I still feel it. Russell: This is not me. I understand, I look around now and it's 100% like there's no way I would be where I am right now if Dan Usher didn't make videos the way he does. There's no way I'd be here right now if Todd Dickerson could not code software the way he does. There's no way, all these things are so many people. Matt: You're so right. Russell: Then there's so many success stories that inside of it there's just so many people. And then there's the grace of God. I just look at the timeline of when ClickFunnels came into the market. I've now got funnels for a decade, nobody cared. Then all these things were happening, we started having the idea for ClickFunnels, started building it, we're creating it, and then literally we go to traffic and conversion, Todd's halfway done building ClickFunnels, and Ryan Deiss stands on stage in the biggest event at the time and he spends the entire four days talking about funnels. Talking about how funnels are the greatest thing. Everybody's like, what's a funnel? They're all taking notes. Me and Todd are like, does he know we're building? He's talking about funnels. He's talking about funnels like crazy. And then the next day everyone gets home from traffic and conversion and everybody that day, the next day 8,000 funnel consultants pop up. Everybody's a funnel consultant. Everyone is on Facebook talking about funnel consultants and teaching funnels and all this stuff. We're like, oh my gosh. Todd, get this software done, everybody's talking about funnels right now. So he's coding like crazy, all this stuff is coming around, all of a sudden everyone's like, millions of funnel consultants, everyone's doing it, and all of a sudden we're like, hey, we created this thing called ClickFunnels, here it is. All of a sudden all of the consultants and all the people and everyone came and we were the only platform. I look at that, as smart as I think I am, there is so much grace and timing. If I'd launched a year earlier, a year later, it would not have hit the way it did. 100% it was the timing of all these things that have to happen. If it wasn't for that ... I can act like I'm smart, I'm a genius, but man, there's so much divinity that came into all the things. There's no way it could happen without that. Anyway, just understanding those things. Matt: What did you learn when you were cycling? Russell: So many lessons. Russell, you are not that good looking. Or cool. Or anything. Matt: It's basically not about you, right? Yeah, I feel that. So what was hardest? What were the tough lessons? Caleb: How many times did you cycle? Russell: Two big ones for sure. Matt: Really? Do you mind sharing? Russell: Yeah, the first time was after I was trying to figure this thing out. I remember one of my buddies was like, you're making money online? I'm like, yeah. He's like, that's cool. I'm like, do you want a job? He's like, what? I'm like, you're the first person I know who's interested. I'll pay you to come hang out with me. He's like, all right. So I hired my friend. He's like, I have some friends too. I'm like, okay. So I start hiring all these people because I want someone to talk to. Anyway, it was really bad. I ended up having a whole bunch of employees nobody knew how to do anything. I didn't know how to train anybody. I was hiding in the room trying to make money to pay payroll while they're standing outside like, do you want us to do anything? I'm like, don't talk to me, I've got to make money to pay your payroll. They're like, we can help. I'm like, I don't have time to explain anything to you. It was horrible. I built it up to the point where it was just like, I was launching a new thing as fast as we could just to pay payroll. As an entrepreneur, you kill something you get to eat, right? It's like the greatest thing in the world. Employees, they want to get paid every two weeks whether they killed anything or not. I did not realize that until they were like we need money and I'm like, but we haven't made any money. They're like you have to pay me. I'm like, what? I'm so confused. Like, okay. Anyway, it had grown and we didn't have a model, sustainable. Speaker 3: You just launched stuff to see if it works? Russell: Yeah. When I was by myself it was like, I had an idea today, let's try it. You launch it, it makes some money, sweet. And then it was like, I made 20, 30 grand. It was my wife and I, so it was like, that lasts nine months. You know? Caleb: What did you sell? Obviously I know the potato gun backstory. You said I talked about funnels for like a decade before that. What were you selling during that decade leading up to ClickFunnels? I know it's an inordinate amount of stuff. Is there anything not even close to funnels, like something ... Russell: Yeah. The very first, pre-potato guns, my very first big idea was ... Back then what everyone was doing, you know who Yanik Silver is. Yanik would write a book and then he would sell the resale rights to the books. Someone else would buy it and they could sell it. I remember I got online, I saw these books, I bought a book from Yanik and I'm like, I can sell this. I bought a book from somebody else. I was buying all these eBooks I could sell. But then inside the books they would have links back to all their sites. I'd sell the book and I was like, I made 10 bucks selling the book. And then inside the book Yanik is selling his thousand dollar course and seminars and things. They make all this money. I'm like, I got 10 bucks. He made like $1,000 off of me selling his book. I remember being mad. I was like I wish there was a way I could brand this ebook so that before somebody opens it and sees his ad they'd see my ad. That was the first idea I ever had, ever. So my first product was called Zip Brander, it was this little thing that would take an ebook and it would brand it. You open it up and it popped up an ad. You see the ad and you click a button and it would take you inside the ebook. It was my first thing. We launched that and I sold 20 or 30 copies of it. But that was the first money I ever made, it was amazing. I had a customer list, I was like this is amazing. And then the way I was selling those, I was going to forums. This is pre-Facebook, so all you little kids, before Facebook, before MySpace, before Friendster, we used to go to these things called forums. They were these things where people would talk all day. So we'd go to these forums. One of the rules in the forums is you could comment all you wanted but you could have a signature file. At the end you could have like, Russel Brunson, check out my new software Zip Brander. I'd go to these forums and I would just spend eight hours a day answering questions and asking questions and everything. People see my ad on every little thing. My footer was on everything. That's how I was selling Zip Brander initially. I was in 50 forums posting like crazy but I couldn't keep up with it. I was like, man, if I could create a software that would manage this whole thing, that would be amazing. So my second product is called Forum Fortunes. It was this little software that would manage your posting on every single forum. You post and you could see if someone responded back on Forum 49 it would pop up and you're like, oh, you can go find it and go back and comment and keep the discussion. I made it for myself and then we started selling that. We sold more of those because I now had a little customer base here and went bigger. After that it was the next. It was always what's the next thing. That's kind of how it started back in the days, little tools and things like that. Speaker 3: How do you know when you're shooting all these bullets, how do you know when you shoot a cannonball? Matt: Good question. Russell: The thing about it initially, I had been married, I was making zero dollars a year as a wrestler, so for me to make $600 in a month, that was a cannonball. That was insane. I thought I was the coolest kid in the world. $600 was insane. So I did four or five little things. I remember it was Christmastime and I remember my wife wanted to buy a couch and it was a $2,000 couch. I was just like, oh, I can't afford that. I don't have a job. I'm getting sick to my stomach. I had this idea, what if I do a sell and just sell a whole bunch of crap that we had. I had a bunch of eBooks I bought rights to, a couple of things I had created, so we made this Grinch sale. I remember I wrote the copy, it was like, it was the Grinch Before Christmas or something. It had a picture of the Grinch and his heart growing three sizes, I don't know. I wrote this copy. My wife and I had been married a year, she really wants a couch, I can't afford a couch, so if you guys buy this, if I sell 32 of these things, I can buy her a couch and put it under the Christmas tree. It will be amazing. Caleb: You said that in the copy? Russell: In the copy, yeah. It was the reason why. I still have the page, I can show it to you. I know exactly where it's at, I can show it to you. So I had the whole page and then only an email list of like a couple hundred people at the time. I still had an affiliate program, so at the top it had an affiliate link. So I sent an email to my list and went to bed that night. Someone on my list was a guy named Carl Galletti, I haven't heard about Carl in a long time. He was a big famous copy writer at the time. Carl went and saw the thing, bought it, and started affiliating. So he joined the affiliate program, he was like this is awesome. He took that email, sent it to his entire list of this huge thing. So I go to bed. I wake up the next morning, we're at $10,000 in sales. Matt: How much before you went to bed? Russell: Oh, like $30, $40 or something. I was like, what just happened. Did I rob someone? I didn't know what happened. I looked at my email and there's all these people who were like, hey, I bought two of them, I hope you can get your wife that couch. Oh, I sent it to my friend. All these people. Because Carl promoted it, all these other people who follow Carl saw it. Carl is like it's converting like crazy. Tons of people are buying it. I'm freaking out. I'm going to wrestling practice trying to answer customer support. I'm late for practice, I ran into wrestling practice, I get back out I'm like, "Oh my gosh, I made like $600 in sales." I'm freaking out. Anyway, the whole thing goes through and over that, I think it was a seven day sale or something like that, we made $35,000. Which is more money than I'd seen in all my lifetime combined times 100, right? I paid probably 10 grand in affiliates. We made, I don't know, $25,000 that we got to keep. I was like, "Oh my gosh." I told Colette, and Colette's like, my wife. I love her. She doesn't understand the business part of things at all. I was like, "We made $25,000." She was like, "Is it illegal?" First thing. "Are you going to go to jail? Is it illegal?" I'm like, "No, I don't think so. I'm pretty sure." The first thing I did is I went and bought the couch for her, for Christmas. We got it back, I got a picture of her, sent it out to the list saying thank you so much, you got the Christmas gift, the couch. They all celebrated together, all the people. I was like oh my gosh, this is the greatest game of all time. This is so much fun. I was like, what's the next idea, what's the next thing. It was like that, these little things. After that one was done now I had way more customers, all these people that had bought my product knew who I was now so the next thing was easier so it incrementally kept growing and getting bigger. Somewhere along the line I launched the potato gun thing. Upsales of things. We didn't call them funnels back then. We called them sales flows or sales processes. Talk about your sales flow, what's your sales flow. Caleb: Sales flow. Russell: I remember Dylan Jones was our partner at ClickFunnels. Before Todd we tried to build something like ClickFunnels, we called it Click.com.com, which is a horrible name. But Dylan's, I still have all the UI images, and in there we had a whole section for sales flows and all these things. It's like, this was the first ClickFunnels. Because Dylan was on the UI eventually on ClickFunnels anyway, but we literally designed something like this five or six years earlier. Just crazy. Matt: Do you think that all those little failures and all the trying and that kind of energy is what brought you here today? Russell: For sure. It's the key. I wish I could grab everybody because everybody's like, okay, I'm waiting for my ClickFunnels, or I'm waiting for my thing. They're waiting and they're waiting and they're waiting. I was like, the reason why I got this thing was because I didn't wait. If someone were to give me ClickFunnels initially it would have been bankrupt in 15 minutes, right? You have to become worthy of the thing eventually. You don't become worthy by waiting, you become worthy by trying. And trying and trying and trying. Eventually, if you keep doing that, over time, then God's like, all right, he's going to do it. He's built 150 funnels, now I'll give him the idea. Matt: Wow, that's powerful. Speaker 3: How much more did you feel that all your other friends are in the same game? Matt: I hope you guys take there's more that's caught than Todd. That's some gold in what he just shared right there, what you were just sharing. But go ahead. What was the question? Speaker 3: I was just saying how much more would you fail if all your other friends were playing the same game? Russell: All my friends were like why are you launching more stuff? Why do you keep doing things? They do like one product launch a year. They got so annoyed. They were like, dude, stop doing stuff. I'm like, why would I stop doing this? This is so much fun. It was just confusing to me. Why don't you guys do more? Everyone, they make money they'd just be done. Caleb: Why would you keep doing more? Was it genuinely like one funnel away? Like this next funnel's the one. Were you just like you sold yourself on it, this is it, so you keep going? Or did you just really enjoy it? Russell: Well each one I thought was. Each one, every time I was so surprised, like this is amazing. That was the one. The next one's bigger. Oh my gosh, that was even better, who knew? And then I just kept going from there, you know what I mean? So I wasn't waiting for ClickFunnels or anything like that. I was just enjoying the journey every time. It was so exciting. Eventually it was like, oh crap, who knew that that was going to do what it did. Caleb: Was it all emails? Was there any ads or was there anything to scale the traffic? Russell: First 10 years was 100% emails, partnerships. There wasn't ads back then. I mean, there was Google ads, but the first initial Google slap happened about the time I was getting started. Prior to that a lot of guys I knew built their email list off of Google ads and then the slap happened. A lot of them had lists. I started getting to know those guys, going to events, meeting them, so that's how it started initially was tons of that. And then there was this big gap for years where paid ads weren't a thing. Some people did banner ads, but it wasn't consistent. It wasn't like it is nowadays. It was harder. You worked harder and all the stuff wasn't there. Mostly we focused on ... If you didn't have an email list, you weren't playing the game. It's like, who's got lists, how can you build lists, what can you do? Matt: You still think that's true to a degree? Russell: 100%. That's why the traffic seekers book was so important for me to write, I feel like, because most of the people in the game today have been blessed with Zuckerberg's simple Facebook ads that make the game easy. Matt: Wow. Russell: They've never focused on building lists. I was like, you guys, just so you know, Zuckerberg is going to screw us all. It's going to happen. Matt: Yeah. Caleb: It will happen. Russell: It's like, if you don't have a list you're all screwed. I've been through this for 18 years now, I've been through five or six cycles. I've seen people who made millions of dollars who now are not online. The people who have waded the storm the whole time are all the list builders. They're the ones who survived. Everyone else who's good at ads, they come and they go and they come and they go. Learn more about your ad choices. Visit megaphone.fm/adchoices

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part one of this special 4 part episode series.Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: Hey, what's up everybody. It's Russell. Welcome back. I hope you liked the last episode. What you think about a live version of the marketing secret show? Anyway I hope you guys enjoyed it. First off, I think it brings a different energy level. When I know it's live, I got to show off to all the people I get to see their faces. It's hopefully you guys enjoyed that part of it. And hopefully, went to clubhousewithrussell.com and when registered so that you, that way, when we do the next live podcast, you can be on it. So that's the first thing. And then number two is, this episode we're actually going to share the Q and A's, there's about 40 minutes of Q and A with people who were there. And so in the future, if you want me to answer your questions, like, come on the show, go to the clubhouse with russell.com register, show up on the show, and then I'll talk about a concept and then we'll open the lines for Q and A. And you see some people got hot seats coaching sessions during this Q and A, which is really fun. But I think the reason I want to share these with you here, because I think most of the conversations that happened, there's something that each of you could learn from those conversations. So I hope you enjoy it. And again, if you do, make sure again, go to clubhousewithrussel.com and register, and that way you can potentially be on our next live show and get your questions answered. So with that said, theme song, we come back, you guys will have a chance to do the Q and A, for part two from our last episode, which we talked about the real secret behind the value ladder, and you hear everybody's questions and hopefully we get some gold for you in the conversations. With that said, queue up the theme song, and we'll see you guys soon. I don't normally do a lot of Q and A cause I just always get nervous that someone's going to ask me one of those questions. And so, but we're going to do it. Yhennifer, is going to help me out here. We're going to bring some of you guys up to stage. So if you've actually... Yhennifer, what's the process, they want to ask a question to come stage, they have feedback, or they want to talk about their value ladder or whatever, what's the process? How do we play this game? Yhennifer: Yeah. So let's do this. So this is the process guys. There is the little hand in the bottom. I see it going up the numbers. So make sure that if you want to ask a question or add on to this conversation and bring some value, you can actually raise your hand. We'll start bringing up five people at a time, and then we will let you ask your questions. So make sure that you also invite some new people, right? We can still invite people as we're here on this call. Everybody will get a chance to listen in this awesome value. And then one more thing I want to share before we bring people up, is that a reminder that this is being recorded, so this conversation is going to be recorded and let's see, we're going to bring up a few people as you come on here, please mute yourself. And we'll unmute you one at a time, that way there is no static in the background. Yhennifer: Okay. All right. We got a few people that we invited on this stage. So we'll start with the first one, Stacy. Stacy is a health coach Institute founding partner, bootstrap from startup to 270 amazing team members. So welcome Stacy to the call. We're so excited to have you here. What question do you have for Russell? Stacy: Hi Russell. Russell: Hi Stacy? Stacy: I haven't followed you in a long, long time so I'm excited to finally get to talk to you. Russell: Oh, really good. Stacy: My question is when you are first introducing someone into your ecosystem and you have this product suite, do you have a value ladder that you present at the beginning? So just real quick, ours is, we have a call center, so we're doing cold traffic to a call center basically. I mean, we have a Funnel in all of that, but just in the beginning, people seem surprised that we're a school. So they take the initial program and that there'll be graduate programs on non and ours are all pretty high ticket offers. We're not doing $27. Our first program is like $5,000, but still we want them to be able to ascend. And so do you have an Ascension map and saying, "Hey, you're going to be here for the long term. Here's what it looks like." Russell: Yeah, definitely. Stacy: That makes sense question. Russell: Good question. So a couple of things. So I'm going to answer two folks. One of them answers your question. One will answer probably people whose businesses may not have started at 5,000. So I'll kind of answer both ways and then we can go deeper. But so in our world we have so many front end offers because I love creating front end offers. And so we're driving traffic to front end offers plus the events all over the place. And so what happens to someone, they couldn't click on an ad and they made the first thing they see is just our events or a high-end coaching, excuse me, or something like that. So whenever they do that, it goes through that initial sequence of three or four emails that are tied to that Funnel. And then they're done, it drops them into a followup Funnel that starts at the very beginning of our value ladder. And so it's a 60 email sequence that I wrote that I sat down and said, "Okay. If my mom was to come into my world, she doesn't want a Funnel. Is she barely knows an Instagram is, what would be the process? How would I grab her hand and take her through this process? What would it look like?" And so the first thing I would do is I would show her this video on YouTube that I did that actually explains this concept. Then number two, I would show her my book. Number three, I would have listen to these three podcasts episodes. Number four... And I sat down and mapped that out, where I would take my mom if she was coming into my world for the very first time. And so we wrote that out and it took a long time. It was kind of a pain, but it was worth it. We wrote a six email sequence that takes them through all of the Funnels and the videos and the podcast things in order that I think is the best strategic order. So I'm go through them and a rolled those out put them in a sequence. And now everyone joins my world. They may get like one or two emails about whatever the thing is that they registered for. And it was done. It drops into that sequence and it takes them through the path that slowly sends them through all the core offers and training and everything we have a in the most strategic order. So that's kind of the first half of it. The second side, I think you were more talking about is when someone comes in and they pay 5,000 and you have this Ascension yeah, for me, I used to have multiple high-end coaching programs until a year and a half ago, or maybe two years ago, we took down the Inner Circle, but at Funnel Hacking Live, we're kind of reopening three programs. We have our two Common Club X our Inner Circle in our category Kings. And inside of that, everyone's going to know that like, here's the Ascension, right? If you're a zero to a million dollars before you got a two comma club award, this is where you live, you live in two comma club X until you've gotten that. And you've earned it, now you move up to Inner Circle. And the Inner Circles from a million to 10 million, that's where you live to get 10 million. And from there, you send up to a category King and so they see that and it's in front of them. And the more you talk about it, the more you mentioned it, the more people naturally want to send up. In fact, when I launched my Inner Circle, most of the marketing happened on my podcast. I would just talk about my Inner Circle members all the time. And people start messaging me. Like, "I just want to be in the inner circle so bad." And they kept seeing that that was the essential naturally wanted to go. And so I just talked about all the time. I put those people on my stages. I told stories about them and the books I told about them. And I was always just talking about my Inner Circle members. And naturally, people keep seeing that. And they certain wanting to, this is what I want to go. This is the path. This is the journey I want to go on. And so, anyway, I don't know if that answers your question, but that's kind of how we structure it for people to be able to see. Stacy: You did. You just totally sparked something for me that I wasn't thinking about before. Thank you so much. Russell: Sweet. Well, great to meet you officially. Thanks for hanging out. Yhennifer: Thank you Stacy for being here. Awesome. So now we're going to move on to Ryan Peterson. So Ryan is a digital marketing strategist, voice of the Entrepreneur Secrets Podcast and holds up the one percent summit. Welcome Ryan. Ryan Peterson: Hey, I'm glad to be here. Thanks for having me up. Yeah. Russell, my question which is people who are starting out start on their value ladder. I mean, mapping it out is one thing, but where should I really focus my efforts and energy to get the most value, I guess for myself? Russell: So wait, say that again, your phone broke up a little bit. So you're saying you have your value out, you mapped it out. Where should you be focusing on? Is that what you said? Ryan Peterson: Yes. Exactly. Like what stage of the value ladder should I be focusing on? Russell: So show me where your business is right now. How much do you have built out? Where's it at right now? Ryan Peterson: Yeah, so right now, I have a podcast that is been a little difficult to going to create content daily and whatnot with had a baby recently in any way. And then I had a summit that I launched was a lot of fun and what I realized I don't have a next stage of my value ladder built out yet. And sitting back and thinking about it. I figured I should have thought out kind of the more pillars of my value ladder before I really start on the front end. And I'm assuming I was probably premature in building out the beginning of my value ladder without something more valuable towards the end, if that makes sense. Russell: Got you. I know where that's coming from. So I'd say a couple of things. I do think it's important people to start publishing and doing a summit or something initially, just because it gets momentum, gets you talking to people, finding your voice, like in our coaching programs, we start with that. But then the next thing is, you're saying, where do I make money, right? Where should I focus at? And so it's funny because when I first, this is like always been my biggest fear with talking about a value ladder is, if I can remember when I wrote the Dotcom Secrets Book, my first group of people that came into coaching afterwards was like, "Okay, Russell. So first I'm going to write my book, then I'm going to do my thing. And when they had the whole value ladder and all the stuff they were going to do." And I was like, "Wait, what?" The book is the hardest thing ever. Took me a decade to write a book. Don't start there. That was the biggest thing. Or they were trying to get all the things in place before the launch, any of it. And I'm a big believer nowadays. I try to guide as many people as possible. It's like, "Start at the very beginning." Where if you're doing a summit, doing podcasts, whatever, just to get the motion, getting into momentum. And then for me, the thing that I think is the best and just can be different for everybody. But for me, it's doing something about the thousand dollar price point and doing a webinar for it, right? Because I obviously love webinars, but that's where I focus at. Or if... I guess partially depends on the skill set of the entrepreneur, right? If you think you can be good at a webinar, that's where I would lead as my first big thing that I'm going to be spending a lot of money on, driving traffic and stuff like that. Some people are better on phone, right? If that's the case, I've started the higher ticket offer. Some people are horrible on the phone, horrible presenters, if so, I would do more of a traditional sales Funnel, where it's more written copy and stuff like that, kind of depending on your skill set, but I would definitely be picking one of those. I don't think you did out of order. I think the order's correct. I think it's starting publishing, is doing a summit because the summit introduced you as your dream 100, you get to know people, you start building a little bit of list. And now with that list, now you're able to go back and say, "Okay. Hey guys, my webinars starting come registered for my webinar. You have a chance to test it against traffic who knows who you are." And the second phase is, "Okay, here's all the people I interviewed in my summit. Now it's dream 100. Now, let's do a promotion to each of their lists, promoting the webinar, right?" And then that starts getting webinars better and cleaner and more efficient. And then the third step now is like, "Okay, I promote to my list. I promoted my dream one hundreds of lists. Now I'm going to go out and start buying Facebook ads or buying traffic to push people to the webinar." That's literally how we launched Clickfunnels. It was exactly that, right? I spent a lot of time building relationships with people through summits and other things. And then when Clickfunnels launched, we did a big webinar to our own list, made a bunch of money, which our dream 100 list made a bunch of money. And it wasn't till, I think we were probably year, year and a half into Clickfunnels before we ever bought our first ad. And before that it was all just focusing on those relationships we built through our own efforts. And so I think I would probably recommend something similar for you as you've done the first two steps. If you've done a summit, you got some relationships now, now it's like, okay, go and build your webinar or whatever the bigger one is. And now you can leverage your list and your relationships to launch it. And then from there you start transitioning to paid ads. Does that make sense? Ryan Peterson: Yes, that makes a lot of sense. Thank you so much. That was invaluable. Russell: Very cool. No worries. Thanks for hanging out. Yhennifer: Awesome Ryan, thank you for being here. Now, we're going to bring up Mark. Mark helps real estate agents and teams to automate processes using workflows to scale their businesses while protecting their families time. Mark, what is your question? Welcome to the call today. Mark: Well, first off I just wanted to say thank you, thank you, thank you, Russell, for what you have done. Honestly, I am the product of the value ladder. I had zero comprehension of what you do and have done all these years until November. And I've spent the last 30 years developing software for real estate agents using what we call workflows and it's different than Funnels and stuff like that, but it has some similar. Not sure where I needed to go. And whenever I saw, I forget what it was that actually started at first, there was some kind of free thing that you had. Then I got the three books. I read through the three books. I did the one Funnel away challenge twice. We've already signed up for Funnel Hacking Live. I want to be on the two comma club by September, if not, I mean, it will be September of next year whenever you have it. But the whole idea of the frameworks that you brought to me, I just want to say thank you. Russell: That's awesome. Mark: It's just been amazing what it has spurred in my mind because of what you have taught, not only the free stuff but even the low level price stuff. I mean, just amazing. So I would love to buy you a dinner sometime and just take your brain. I know everybody else does too, but golly, you do not know what you have done to touch my life in the lives of my family. So just want to say thank you. Russell: That's amazing. I like you for that. I appreciate that. We've got a shot. If you would ask me a question to pick my brain right now, we got a moment. Mark: Well, you start talking about the frameworks and stuff, that was my biggest aha, was the frameworks, was the four core pieces of, four core strategies and I've come up with details and stuff. And right now it's just content. I'm just trying to build the content. And I am failing in providing that on a regular basis, but I'm in the muck of building other content. And I started the idea of building a book. And then you made some kind of comment in a previous thing. It's like, put that off until later. It's like, okay, I'll put that off the later. But I am building kind of the topics of that and that'll come eventually, but man, it's just like a light bulb went off and my energy has just gone through the roof. My wife is saying, who is this guy? Russell Brunson, because he has changed my husband. And it's just been amazing. So that's all I wanted to say. Which is thank you. Yhennifer: Okay. Russell: Thank you, man. I feel great. Thank you. Yhennifer: Russell, this is the part where you put the mic drop, you do the thing in the background. Russell: There we go. I appreciate it. Yhennifer: Thank you, Mark for being here. We appreciate you so much and see you at Funnel Hacking Live. Awesome. Russell: Absolutely. Yhennifer: Now, yeah, we're going to bring on Ms Bates. She is a certified life coach. Best-Selling author. Master EFT practitioner. Welcome today to this call. Let us know what you have for Russell. Any questions? Welcome. Ms Bates: Well, thank you. So Russell, I love you. I know it's a crazy way to start but, I just do. Oh my God. Yhennifer: That got real weird, real fast. Ms Bates: I know. It's just amazing. You have been such an inspiration to me. I'm a solopreneur and I'm just so grateful for everything that you've done and that you put out. Russell: Oh, thank you. I appreciate that. Ms Bates: So here's my question. I'm a solopreneur and I've been working on different lead magnets. I've been testing different things like meditations or like do's and don'ts lists. But my question is once someone is in that Funnel, right, they go through that. My desire is to have them come to me for one-on-one coaching and then to put them into a group coaching program. And I'm wondering what the length of my email sequence should be. Russell: Got you. So walk me through what it looks like right now. So they come through a lead magnet and from there you're selling them into a high end thing. Is that right? That's the first thing? Ms Bates: Right. Russell: And what's the price point of the higher end thing? Ms Bates: The price point of the high end thing. It's a six months, $6,000. So if that is something that's out of their price range, then I down sell them into a group. Russell: Got you. And then what's the price on the group? Ms Bates: And the price on the group is 199 a month or 1997 for the year. Russell: Very cool. Do more people want to do the one-on-one work with you or the more do the group or is it kind of a just... Ms Bates: More people want to do the one-on-one work with me. I'm starting to try to move away because what I'm looking to do is scale, right? Which of course my time I can do more with a group than I can with the with the one-on-ones. So that's, I'm just trying to figure out how long I should be nurturing them? Russell: Yeah. The reality is especially those are the two core things you're selling. It's not so much how long do I do it for, it's part of everything you're doing right? It becomes part of your communication. You should be talking about it at everything. Do you know what I mean? For a long.. So it's not just like a 10 day or 30 day email sequence or whatever. It should be weaved into everything you're doing. So every communication, every email, every podcast, everything you're doing is always talking about these things and the people you have a chance to work with. I'd almost flip it around because you're going six... Are all the sales happening on the phone right now, or people buying just organically yet? Ms Bates: Nope. They're all happening on the phone. So it's all me like I'm doing the sales call, I'm doing everything. Russell: Is it what you got? Or do you like it? Ms Bates: I'm kind of falling in love with the sales part of it. So I want to get good at that before I outsource that. Russell: Yeah. Because I would almost flip it around a little bit where let's say, because you're saying you're into EFT as well, right? Is that what the coaching is based on that or something different? Ms Bates: Yeah, it primarily is based on that. Russell: Oh, very cool. So if I was doing it, I would make friends that are tied to specific things, right? Because I'm assuming you're doing tapping for, like you focusing on anything or is it like just kind of tapping as a whole? Ms Bates: Yeah. So for whatever reason, my focus has lately been it's multilevel marketing that are in the mid tier and they're having blocks getting to their next level. And so trauma resilience is a part of my passion and I know that those kinds of blocks show up for people. So I help people power through that and then get to the next level. Russell: Very cool. So I'd almost have something where the front end is tapping for trauma or for whatever it is, like something that comes in there. And then the first thing I would try to sell them is the $200 a month program. It's similar to that. I think that's if going to Annie Grace, she's the alcohol experiment. If you look at her model kind of Funnel hacker, that's what she's doing. She has a webinar right now that sells I think it's the same price 200 bucks a month. Or they can buy a year for, what is that? I think a year for 1997 for two grand, basically I believe is what her model is and that's where everyone goes through initially. She's not talking to those people, it's all being sold through a webinar and then after they've gone through like an hour long webinar, some signups some didn't. But then from there, the next part of the sequence is like, "Hey, if you're interested getting one-on-one help with me, go fill out the application here." And what'll happen is a couple of things, is it you'll start making money on a whole bunch of people you never talked to, which is nice, right? That's the first step. And the second step is that then when you start getting people on the phone, those people are going to be way easier to close because they sat through a 90 minute webinar with you. They’ve seen the value in those kinds of things. The craziest thing is when we... So I had my first big coaching program, my Inner Circle I ran that and it was a lot of work we had, I don't know, 20 or 30 people in it at a time. And then that's about time to Clickfunnels' launch. Clickfunnels launched. And it was a 90 minute webinars selling a thousand dollar product. And we started doing that like crazy. And then what was insane is that somebody will watch the 90 minute webinar side of Clickfunnels, found my coaching page on the thank you page and start applying. And my program went from 30 people to a hundred people in like two months. Like it was just caught on fire because the sales calls now easy. They're like, "We just watched Russell those 90 minutes. We want that." I was like, "Okay." And we're trying to sell them. Literally this is my credit card. I don't need any selling. It became so easy because the webinar pre-framed them. And again, not everyone's signed for coaching. Tons of people bought Clickfunnels there. And then the cream of the crop rose up and they came and they were ready. It's almost like if you flip your model a little bit, I bet you'd have more success because first off you going to making money off people who you haven't talked to you and the people you talk to, you're going to be more pre-framed to actually come in and buy from you. Ms Bates: Thank you. So the invitation initially is for the webinar or do I still put them through, like go through the freebie and then to the webinar and then to the group on, so you're up moving back this up, you're saying make the offer on the webinar for the group and then an application to one-on-one coaching. So that's my offer? Russell: Are you in a webinar right now or? Ms Bates: No, I'm not doing a webinar. Russell: So first thing I do is whatever you do and I'll keep doing it because you don't want that to stop. Like somebody to be like, take your eye off the ball. I keep doing that. Just it's working. Don't mess with that. So that's for sale. On the side, I would start creating webinars specifically to sell your $200 a month program. And then you start driving traffic directly to that and that'll become this new path. And then when that past making more money than the other one, then I would transition everything over. But don't mess with those working right now. Because it's working, I don't want to affect your business, but this is how I think long-term, this will become something that will be much more sustainable, more powerful for you. Does that make sense? So that's kind of how I would do it. Ms Bates: It does. Thank you. Thank you. Thank you. And I love you again. Russell: No worries. Love you too. Thanks for hanging out. Yhennifer: Awesome, Ms. Bates, I'm glad that you got your question answered guys. Just a reminder, you guys can add some people onto this call. We're still going to be here for a few more minutes. We're so excited to be here. Guys? Russell is dropping some nuggets, okay? People pay thousands of dollars to get this coaching. So I'm so excited for all you guys that get a chance to ask Russell questions. So now we are going to bring Richard. Richard is that how you pronounce your name? He's a travel advisor. A key to the world travel, Disney destination expert. If I messed up your name, I'm sorry, but I hope I'm saying it correctly, but it's your turn. Welcome to the call. Richard: Thank you guys so much for having me through. You can call me, Rich. Everybody can call me Rich. That's fine. Yhennifer: Rich. Richard: So Russell, just want to say, thank you. Thank you. Thank you. I'm currently rereading probably the third or four time Expert Secrets. I was in Own Your Future this past week. I was part of that lead challenge that you had, the five day lead challenge. I like in your world, bro. So just want to say, thank you. Russell: Thanks man. Glad to have you here. Richard: Yeah. So my question is really so as a travel agent really my value ladder is bringing leads in, educating them on the best, we'll take Disney for instance, the best Disney vacation ever, right? I provide value, value, value, and then they go through their trip and then after that it's pretty much done. So that's kind of like the result, right? If I was to say, a problem to solution. My question is for you, what else should I think about to really continue to bring more value? And really, I don't have like a $7 lead magnet to a $97 to a mastermind to Inner Circle, all that how should I be thinking about my value ladder? Russell: So right now taught value ladder, someone goes through is a Disney cruise or Disney trip, what exactly are they getting in the end? Richard: So doesn't matter. It could be Disney world vacation, Disney cruise, basically it's a vacation. Russell: Got you. One thing, so my family has done a bunch of Disney vacations. We just got back a little while ago from one and it was funny. We were joking. We did our first Disney cruise. Like when you get on the boat, there's the dudes with the big old Disney hand or Mickey mouse hands on their high five. And you're coming on and they're giving you drinks. This is amazing experience coming on, it's the photograph and you need to get on the boat. And then the boat's amazing. And then when the cruise is done, you get off and there's no one greeting you it's like dead. When you walk off, it's like they shove you out to the buses. And you're just like, "Wow. It's over that. That experience has ended really bad." And it was funny, because then the next time we're booking a cruise, right? The last thing you remember from Disney was just like horrible experience where it's just ended. And we're sitting by the buses waiting for our thing. It ended on this really down note as opposed to an up note. Richard: Oh no. Russell: And so then we're like, Worsley book cruise and right? Well, Disney was cool, but it's kind of weird at the end. And then, so we booked with a Norwegian next time or whatever. And so it's the little things like that. So like I would be looking at okay, because obviously in a business like that, people who do those things, do those things, right? We did Disney, we did the VIP tours, did all kind of stuff. And we spent a lot of money and it's awesome, and we had a great experience. And what's crazy to me just as a marketer is like, when we got done, they're like, all right, we'll see you. And I'm just like, you realize people come to Disney and pay for VIP tours, come to Disney and pay for VIP tours. I was like, why didn't somebody Jetta offers something right there and right. Or the next day, or call us next week. Like, how was the experience? What was it like? Nobody did that to me. And I was like, we probably would have been probably still will because the experience was great. We'll probably re-booking for whenever, but they could have doubled their money right then on the spot while we're at the peak of emotional intensity, as opposed to waiting further down the line, that'd be the first thing we're looking at is like, how do you capture that right? In a way that now you can like, get them booked on the next thing. Especially again, people are paying higher and stuff. They travel more often. It can be every six months they're looking for something like that. And that becomes this huge high ticket recurring program. That'd be the first thing I would kind of think through. Do you have a process now when someone finishes that you take them through to get them to re up for the next thing? Richard: Yeah. I'm working on my follow-up scripts right now. The email followups after they've gone through. And then, yeah, even just what you were saying, what happens now? What happens next? They're kind of like in this, I had an amazing experience and then kind of the experience kind of dies off. Russell: Yeah. Had to get that back up and because that'd be the biggest thing. Because now you're not going and finding a new lead, convincing them, you're going through a process like it's, you've got them. You just got to get them to it again. Mark Joyner, was my first mentor and his second book is called the Great Formula. And inside the book, he says the secret to successful businesses is getting your customers to take a second drink, right? The first drink is like, you just go through all this effort from the ad to the conversion, to everything for the first drink. And we got him and then we like forget about and go try to get more people to give him drinks. Like, no, they're like the money in your business, which just comes back to value ladders, is like the second drink, right? Because that's all pure profit. You don't have to get the ad. You don't have to do the stuff. They're already sold. You just got to ask them for a second drink. And it's shifting the focus to that. Because I'm assuming you got a lot of things happening on the front end. It's just, man, how do you get the second, third and fifth vacation? And who do they know that can vacation with them, right? Like we vacation with our friends now. And so it's like, we have a good experience. The next trip. Usually we're riding our friends. So it's like, Hey, let's build a bigger trip. Like who else can you bring? You bring your family, your friends, and crafting something with them where now that's just for you, it's just pure profit. Richard: Yeah. I'm even going through Expert Secrets. And I don't want to take up too much of the time. Sorry. Just even thinking about, who do I want to serve, right? I've been called to serve a certain group and I have that kind of my avatar down. And so it's just serving them. It's not just Disney cruises or Disney vacations. It's, "Hey, have you thought about an all-inclusive Cancun resort?" Something different but still an experience that they can have. And there like you said, I think I like what you said in terms of just keep that first drink, that second drink, that third drink. So maybe just thinking about my email or marketing afterwards, if it's a survey, if it's something and just say, "Hey, how was it? What'd you like about it? Hey, did you know that this is happening? And you can book this next time." Russell: Oh yeah. I think even pre-building a trip. My wife would get stuff sometimes in email, or she'll see people, our friends on social media who posts these pictures from this trip. And then she's, "Oh, where'd they go?" And she'll call them up and find out. And then we ended up going that same trip. We would do those kinds of things versus like, Hey, here's getting them to socially share trip with other people. And then vice versa is like you coming to them like, Hey, so inside of our community here, we've got this community of, I don't know, whatever you call them are our community of travelers, right? And here's someone just went to Mexico, check out what they get in, check out this trip. And here's four or five people on trips. If you want info on these trips, let me know we can connect you with the same thing. But look at these pictures from everybody and creating a culture like that, where everybody is kind of sharing their trips amongst each other. And then you're the one that's booking them back and forth and it can be really cool. Richard: I'm actually building the Facebook group right now. And that's where I'm funneling every everyone too. So that I can go live there. I can go talk to people and just tell them, "Hey, these people went on this trip." And then have them come on as a Zoom call and just talk about their trip and what they liked and maybe inspire others to book that same trip. Russell: Nice. Awesome, man. That's very cool. What a fun business. Richard: Thank you. Thank you very much. And like I said, thank you so much for all you did for me and just all the value you provide. Russell: Oh, no worries. I appreciate that. Yhennifer: Thank you. Rich. Thank you for being here. We're going to bring on JJ. JJ has helped celebrities, artists, big brands and media companies create over 650 million in revenue by building relationships, my favorite thing in the world. What questions do you have for us so JJ? JJ: Oh my God it's Russell. What's up Russell? All right. So how many questions? What's my limit? What's my limit here. Yhennifer: You get one. JJ: I get one. Oh, God. I got to make this good. Russell: Don't mess it up. JJ: Really long one or really short one? Russell: We'll see. Give us the first one first. Just kidding. JJ: All right. On a serious note. So before you hired the best community manager in the world, and brought her on your team, how did you build those relationships with, I mean, your company blew up, I've been watching you from the beginning and I mean, within just a year or two, you blow up faster than almost anybody in the digital space. How did you keep those connections and build those connections and keep that community strong? I mean, you have the biggest, and I hate to say the four letter word, cult, behind you in the world when it comes to software. How did you do that in your value ladder? Russell: That's such a great question. And it's funny because Dave would have, you guys know he's now the CEO Clickfunnels has been for the last almost a year now. He does a great job, but it's funny because he'll go off call and coming to me, he's like, man, Russell, you've dug your wells so deep. He's like people just say yes to anything I ask them to do. And I think it was what you understand is that people, depending on when you came into my world, when people come in, it's like you see something, you saw Clickfunnels, you saw this, you saw this. But what people don't know is that I was in this game for man probably, I mean, years now, 10, 12 years before we launched Clickfunnels. And that time was doing that building relationships. In fact, I joked at the very beginning of this, I've been doing this so long, before Facebook, before MySpace, like Friendster was the hot social network when I was in college, when I started this game. And Friendster did not have an ad platform, Google had an ad platform, but a year into my business, they the Google slap happened and it ended. So I had a decade where we were not able to buy ads. There was nowhere to buy ads. You can buy banner ads kind of, but they didn't work that well. And so all I could do, the only way to get traffic was through relationships. And so I went to every event. I have to go to events and find out who the people that have traffic. And this is for me, it's hard because I'm super introverted and scared to death of people. And so what I did is I found extroverts who I liked. I said, "Hey, come to this event, I'll pay for you to go with me." And we go to these events. I'm like, okay, I have to meet all these people because they have traffic. These people have email lists and they got a blog and they got these different things. And I spent a decade of doing that, right, of going and talking to people, getting to know them, building relationships using the assets I had to help them to promote them, to either promote their stuff or to help them with different things wherever I could do. And so I spent a lot of time doing that. I think that's what people don't understand. They think that like, oh, he came out of nowhere. It just blew up. It's no, I spent so much time going out and building relationships. So when Clickfunnels came about, it was nice because it wasn't me just cold calling and Hey, you're who I am yet, but you should pro Clickfunnels. It was like, Hey, this is Russell, and we're friends and this is this project I'm working on. What do you think about? What would you do if you were me and the most amazing minds in the world, sharing with me what they would do, if it was them and giving me ideas and strategies and then they felt like they were part of it when we launched it and rolled it out. And so I think that's a big part of it, obviously you're tied into the relationship side of things, but I don't think people put enough effort into that. They focus on the quick ask, the quick wins. And not like, how do I actually build a real relationship? I was telling someone because we were last week at the Dean and Tony launch and somebody asked me, how'd you get to know Tony Robbins? How did you know? And I was like, "Well, I spent 12 years of my life serving him in any way I could, before I ever asked him for anything." It was 12 years of like, let me just help him and help him and help him. And since then, man, he's done so much promoting the last three or four years. But it came from a decade of building relationship. And I think you can build a relationship faster than that. Tony's obviously super human and the hardest person on earth to get a hold of. But it comes with leading first, serving and having to help people and getting to know people and stuff like that. So, yeah, it was a lot of digging my well, before we launched ClickFunnels. JJ: Well thank you for saying that you're on the stage. Because you come into some of these clubhouse rooms and you get these marketers, "Oh, you got to buy ads. You've got to buy ads." I didn't buy ads for 10 years, myself. I mean, you know Brad Hart. I work with Brad Hart now. He didn't buy ads for the first five years of his business and build those relationships first. Thank you for saying that. But honestly you really, I mean, I think leveled up your game by hiring a community manager. She's up on the stage. She's keeps your community engaged. Love Yhennifer. So throwing some love towards Yhennifer. So my second question... Yhennifer: It has to be quick, Jay. JJ: It's fast. You can beat me later. What is your favorite Oreo cookie? Russell: My favorite Oreo cookie. So actually when Collette and I got married, they toilet paper our car, we were driving out and they got Oreos and they stuck them to the side of the car, but the Oreos had pop rocks inside the frosting. And I remember pulling off the car and I was like, "This is disgusting, but I love pop rocks." And so, yeah. And I don't think I've seen pop rock Oreo frosting since then. But if they ever bring it back, I will be the first in line. So that'd probably be my favorite. I don't know. JJ: Oh. Yhennifer: That was a good one. Russell: That was worth it. Yhennifer: You guys heard it. You guys heard it first. If you find that out there, go ship it to the Clickfunnels headquarters, because boss we'll be happy. Russell: Oh man. Yhennifer: That was so good. All right. My girl McCall. McCall is the founder of Charisma Hacking. What question or anything you want to add? Russell: And hold on. And she's a speaker at this year's Funnel Hacking Live event. Yhennifer: Are you going to to be there? I'm so excited. First of all, before we get McCall to talk, guys, if you have not bought your tickets to Funnel Hacking Live, go to funnelhackinglive.com, get your tickets and I'll see you guys there. McCall, the mic is yours. McCall Jones: Oh my gosh. Hi friends. Thanks so much. I was just going to add two things that helped the value ladder really make sense for me in the last year and a half. Since I started this. Russell, you know I study everything that you do. And the first thing that I did was read.comsecrets. Something that was a little bit hard for me at the beginning that, I mean, you teach on all these things, but it was the one product will create the problem that the next one will solve. And the first thing that I thought was like, "Oh my gosh, I have to create those problems. And I have to create those problems for people to ascend my value ladder." You had said something, I don't remember if it was in a podcast or I just heard you speak on a live somewhere, but you talked about the customer Ascension ladder and kind of the education part of it. And it put it all into perspective for me of the way that all of the sudden, I was able to shift my mind instead of being like, "Hey, you have to create problems from the bottom up and the problems that one will solve, it will open up a new problem to create the next product and all of that." Instead I thought, "Okay, the customer Ascension, where do you eventually want people to go?" So your Inner Circle and your category Kings and all of that, and then map out the steps that it takes to get there. And then with each program, with each step of the value ladder, it's just like, "Oh, what do you need to educate people on in order for them to want to join the next program, right? So it's an educational process that helped me with the very bottom of it, because I know that I think it was Ryan was talking about summits and creating consistent content and all of that. When I put it into education, all of a sudden the bottom of the value ladder made so much more sense to me because at the beginning, nobody knew what gurus Maggie was, right. It was like what the heck was that? Russell: You had invented a new term. Yeah. McCall Jones: Yeah. It was like, this is crazy. And it's hard to do that, right. You know you're in a really scary place in business where you're trying to solve a problem that people don't think that they have. And this education kind of form of this value ladder when you said that it really helped me think like, "Oh, okay. The bottom of my evaluator needs to be educating on my frameworks." So my whole opt-in bottom of the value ladder, what people can do with podcasts or the video content they're creating the summits, all those kinds of things. If they're consistently educating on their frameworks at the bottom, right? They first let people know what they're doing, right? And the problem that they're solving. And then from there, it's like, okay, now that you know what the problem is, and you can accurately say, oh, I do have that problem. Wow. Then you can move them up into paid products, and you can continue to educate them until they get to the highest level. But that was the thing that helped me the most, because at first with the problems, it was just hard for my brain to kind of wrap around it. And then it was like, oh, if you can accurately help somebody get through one specific step and then educate them on what they need to know in order to join the next program, then they will continue to ascend your value ladder because they will have a problem that's solved and they will have the education they need in order to address that they have a new problem. So that was something that helped me. Yeah. Guys, come to Funnel Hacking Live. You have to be there. Russell: Yeah. The thing I would add to that too, is like, I think a lot of times people are so stressed. I got to figure all these pieces and all the things. And one thing that I noticed when I first started doing this and I've noticed other people's that a lot of times you don't know what the next thing is until you start doing your thing, right? You start selling your product. For me, it was funnels, funnels, funnels. I wrote the book, we created a software and all sorts of stuff, that was it, right? That was the plan. And then as people started signing up and they buy the book and buy the funnels, then it was the next question kept coming and coming, it wasn't me making this up. It was like, oh, here's the question that everybody keeps asking like, okay, how do I solve that problem? How do I solve that problem? So the customers will bring you the problem. You don't have to invent them. You just do your thing in the best of your ability. And then listen. And if you listen, then the next thing will come to you and you know exactly what to do so. McCall Jones: Another really interesting, I'm so sorry. I just will be really fast. But at the beginning, I've built these frameworks for 20 years, but I didn't know what my people needed. And if you try to force what you know on people, instead of what they need, then your products won't sell, right. But instead it was exactly what you said, as far as finding your voice, the same thing was, I think it was Dave who just popped into this room, Hi Dave? It's about finding your frameworks, right? So creating your content and making sure that you're publishing on a consistent basis. It's creating these frameworks and refining them and seeing what sticks for people. And then it's not just like, well, I know this, that's what I should create a product around. It's like, no, no, no. People will listen. And they will. It's exactly what you said. They will tell you that market research is so invaluable. And then in that next program, if you're building it from the ground up, then you educate them. You listen to their problems and you let them ask questions and then they will reveal what that next product needs to be. Super interesting. Russell: Very cool. Well, thanks for call. Excited to see you again soon at funnel hacking live with all of you guys here who are listening in as well. I hope it's going to be amazing. Yhennifer: Awesome guys. Make sure that you click on that little greenhouse, make sure that you're following the Marketing Secrets Live Club. There's going to be many more. Right, Russell? Russell: Yeah, this was actually really fun. I hope... Did you enjoy Yhennifer? That was fun. Yhennifer: It was amazing obviously, listening to you. The value that you provide and also being able to speak to our funnel hackers here that we're excited to chat with you. Russell: Yeah. So I think the game plan we're going to try and keep news a few times. If it sticks, then we'll keep doing it. But I actually really enjoyed not just talking about topic and pushing the podcast. That was nice to get feedback or questions or like getting McCall, like doubling down. Like it's something I learned that helped me to make sense. And that was way more valuable to have that a as actual application of the concept, not just the concept. So I loved it. It was fun. So we'll let you guys know kind of moving forward when we'll keep doing these. But that was awesome. So thank you so much for helping facilitate it and make it all happen. Thank you guys all for listening. And will let you guys know when the next party is going to start. And I think, hold on, I got an outro. Should I do an outro? Yhennifer: Wait, before you put that outro, like do one of those money signs, money noises, things. Russell: Let's see. Yhennifer: Come on you got the buttons over there. Russell: There's a button there… We got… We're so funny. Yhennifer: That is amazing. All right. So we're going to close out with this out show. Thank you so much guys, for being here. See you guys in the next one. Russell: All right. Thanks everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Register for the next LIVE episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey, what's up everybody. This is Russell Brunson, and we are trying out something really fun and new and exciting for the Marketing Secrets podcast and so wanted to tell you about it. So I did an episode that was actually live, we called it the Marketing Secrets Live Show and we did it on Clubhouse. And instead of me just talking for 15, 20 minutes, like a typical podcast, I did talk for 15, 20 minutes and at the end of it, I opened it for Q&A, we spent about 40 minutes on doing Q&A and it was a really cool experience for so many reasons. One was a chance to answer questions for a bunch of you guys. Number two is just it was fun doing it live and the energy was cool. So I think we're going to keep on doing it and want to invite you if you want to come on any of our live shows. All you do is go to clubhousewithrussell.com. It's clubhousewithrussell.com. It redirects you to the Marketing Secrets Live clubhouse room and you can join that room and then you'll be notified when we go live. I'll probably go live once a week or so and again, I'll be spending 15, 20 minutes talking and then after that, we'll go into Q&A and it'll be fun. So the next episode's going to be special. The first one is going to be my 15 to 20 minutes of me talking about the concept I want to talk about that day and the next step episode I'll share with you is the Q&A, and I hope you enjoy both sides of it and hopefully gets you pumped to come to the next Marketing Secrets Live show. Again, it'll be on Clubhouse, so make sure you get the Clubhouse app. But again, if you go to clubhousewithrussell.com, you can register. And with that said, I'm going to pick up at the very beginning of the Live Clubhouse and we'll go from there. We're here, everybody. What's up. This is our, technically it's the second time I've gone live on the platform. First time was a huge train wreck, we'll talk about that in a minute, but this is round two and I'm here. And Yhennifer, how are you feeling today? Yhennifer: I am feeling amazing, so excited to be here. I know that we were on for the funnel hacking live room and it was bananas. So I know that this one is also going to be amazing. Don't forget to make me a moderator real quick. Russell: You're officially now a moderator. Yhennifer: Awesome. There we go. I got the badge. I made it in the world. Russell: Amazing. I'm learning how to use it all. Okay. Can you hear me well? This is my first time using the setup and everything, I want to make sure you can hear me. Yhennifer: Yes, we can hear you perfectly fine. Welcome everybody. Russell: Welcome. Welcome. All right. Well, let me, while waiting for a few more people to jump on here for a second, I'll tell you guys what the game plan is, what we're trying to do here and then we'll dive into it. So we're going to be live for about an hour for about an hour and this is my second time officially using Clubhouse. I've been in Clubhouse a lot as a guest and hanging out, but the second time didn't get a room. First time I tried to do a room, did not know what I was doing, jumped in there. I brought everybody up to become speakers and it was chaos and anyway, it was kind of crazy. So I stepped back from it and was like, okay, I want to do this again but I want to do it this time a little more strategically. And so the game plan for what we're going to do is I'm going to basically be doing an episode of the Marketing Secrets podcast. So I'm going to talk for probably 15 minutes or so on a topic and then when that's done, Yhennifer is going to be my amazing, co-host, help me with this whole process, making sure I don't mess it up. Then we're going to bring you guys up, whoever wants to come up and ask questions or give comments or share things to deepen what we're talking about with everybody else. And that's the plan, so I think it should be fun. Anything I'm forgetting? Yhennifer: Yes. Make sure that you pin some people into this room. You have that little plus sign at the bottom guys, as you are hopping on here. Invite some friends that will be interested in what we're going to be talking about today, which is the secret behind the value ladder. Russell: It's so fun. All right. And I've also got this really cool, I feel professional, I've got a little board here. I click buttons, and if I tell you guys a joke, check this out. Did you hear that? Yhennifer: That is amazing. Russell: So I can do that. If we talk about money, I can be like this. And I also got the theme song for the Marketing Secrets podcast loaded up here. So this is the live version of the Marketing Secrets podcast, which I'm pumped for, hopefully you guys are pumped for as well. Like I said, I got about 15 minutes of stuff I'm going to talk about and then we'll open up for Q&A's. And so that is the game plan. So again, if you want to invite anybody you know, please invite them and then what I'm going to do is I'm going to queue the theme song right now and then we'll play it and we'll come back at 15 minutes to talk and then we'll open the blinds for Q&A. Does that sound good? Yhennifer: Awesome. Let's get the party started guys. Russell: All right, with that said, here is the theme song. All right, everybody. Welcome to our first ever official Marketing Secrets live show. I'm so excited to be here with you guys. We are doing this live on Clubhouse, which is kind of cool. This is my first time really producing something like this, and I'm excited. So if anyone who is a listener to my podcast, you know that usually I spend about 15, 20 minutes talking about a topic and it ends there. I want to use this platform as a way for me to be able to talk about what I'm thinking about for next 15, 20 minutes and then, when it's finished, jump on with you guys and do Q and A and answer questions. Or if you guys want to share ideas or thoughts, whatever it is. It should be fun, so that's the game plan. The thing I want to talk about today... We titled this one The Real Secret Behind The Value Ladder. I did it for a couple of reasons. Number one is the value ladder is probably one of the least understood principles inside of this marketing game. And it's funny, because I think when you explain it, it's really simple, and be like, "Oh, I get it. I get it." But when I look at people's businesses, when they come in for consulting or they hire me for coaching or whatever it is, I look at it and some people have what we call a value maze, where there's 8 million different ways that a potential customer could go and it's confusing. And I'm like, "Where do you take a customer?" And they have all sorts of different things, right? I'm like, "Well, value maze is not a value ladder." So that's one thing. Where number two is like, "Oh, they have a product." They've got one thing and they're missing some of these, these key components. And so I want to share with you guys really quickly what the value ladder is, but then there's a big thing that most people are missing. And it is key. It's the key to ascend somebody from one spot to the next in your value ladder. It's the key to actually serve people with the highest level of value. It's the key to really have success and help your customers have success. And so, that's the stuff I want to talk about today. I'm going to geek out on this at a deeper level than I typically do because I'm hanging out with a bunch of people who are on Clubhouse. That means you guys are as nerdy as me if you're here with five minutes worth of warning that we're going live for marketing seminar, right? And so that's kind of the game plan. So, and then after afterwards, like I said, we'll open for Q and A and do some questions. If you guys have any feedback or if you want to share your value ladders and things like that and how you transition people from step to step, that's game plan. Okay. So, a couple of things. The value ladder right now is more important than anything I could talk to you about for a lot of reasons. One of the biggest ones is obviously with all of the changes happening in advertising between Apple and Facebook and their feud. I'm assuming that most of you guys have noticed that your cost per acquisition in most of your marketing campaigns, if you're buying ads on Facebook, have probably gone up. For a lot of you guys, it's gone up substantially, am I right? Okay. If you've read the DotCom secrets book, one of the quotes that I talk about a lot from my mentor, Dan Kennedy, he said that whoever can spend the most money to acquire a customer wins. Okay? This is something that like... I don't have tattoos, but if I had a tattoo, it would be tattooed on my forearm so I would never forget this. This is how important it is, right? Whoever can spend the most money to acquire a customer wins. I remember when I first got started in this game, I heard him say that and it didn't make any sense to me, okay? And I think a lot of you guys who have been in the market right now, playing this game for a couple of years, it's been easy if I'm completely honest. Facebook ads have made things easy and a lot of people made a lot of money without having to be really good entrepreneurs and really good marketers and really understanding things because it was easy. It was easy. If any of you guys had a chance to read my newest book, my third book, Traffic Secrets, the intro of Traffic Secrets, that the title was, there's a storm coming. Some of you guys probably read that. It was right when Coronavirus hit is when the book launched. And I said, "There's a storm coming." It's been so simple for so many years and I've been doing this now... This is my 19th year in this business, so I was playing this game before Facebook, before MySpace... Actually, Friendster was the hot social network at the time when I started this game. And so I've had a chance to see the ups and the downs and watch what happens to advertising platforms and networks over two decades now. I wanted to warn everybody, because so many people who have got in this game in the last few years where it was easy, where it's we focus on Facebook, and I'm like, "You guys have to understand there's a storm coming. We have to look at things differently. And if you're not, you're going to be in trouble." I think the real first big wave of that has been hitting right now with the battle between Apple and Facebook and all the things. I've seen a lot of people who messaged me, who are freaking out, who'd be like, "Our ad costs are going up. What do we do? What do we do?" The reality is what you should do is you should be celebrating, okay? If you're an actual marketer, if you're a funnel hacker, if you're of our people, right? You've been hearing me preach this now for a decade, right? Whoever can spend the most money to acquire customer wins, right? If you understand that, the fact that all the CPAs, the cost per acquisition, these costs are going up and it's getting more and more expensive should not scare you to death. It should make you excited because all it really means is that more and more people are going to fall out of the game. Okay? Less competition, less people, less people fighting over ad dollars, all those kind of things. It's going to drop, okay, because the real marketers are going to keep playing the game and the rest of them are going to disappear. Like I said, I've been doing this now two decades. I've seen this. I've seen people who are making millions of dollars a month one day. And then, because of an algorithm shift, they're now out of business and I've never seen them come back, which blows my mind to this day, is because they didn't understand these core principles. And so, the core principle I want to drill into your guys' mind today is the concept of a value ladder, and then I'm going to show you guys the actual secret behind the value ladder. That's the key that makes this whole thing work, okay? So the basics of the value ladders... If anyone who has been around me for more than five minutes, you've heard me talk about this before, so I'm not going to spend too much time on the actual value ladder, because that part's the most simple, but a value ladder is like... Somebody comes into your world, right? And you give them some value. So my goal is... Obviously, there's a lot of free things I do online, right? My free podcast. I'm doing this live right now, right? Some of you guys are jumping into this room and this is the bottom of my value ladder, right? It didn't cost you any money, okay, but I'm providing value. Hopefully if I do a good job of it, you're going to be like, "Man, that Russell guy? He talks kind of fast, but I got some value that was really quick. What else does he have?" Right? And you naturally want more. That's the cool thing about human beings. If we receive value of something, we naturally want more. So if you see cool video or podcast, or you're here on Clubhouse, or something, you get some value, you're going to start looking around. You're like, "Hey, Russell talked about that book. What was that book he said? Oh, DotCom Secrets, or Traffic Secrets." Whatever one grabs your attention, right? And you're going to go online and go to DotComSecrets.com. You go over there, and you're like, "There's the book. $9.95 shipping and handling." You're like, "Whoa, in the Clubhouse room, he spent an hour with us and that was amazing. Can you imagine what I would get if I actually read his book." Right? You put your credit card in. You buy the book. Then you get the book and you start reading it, right? Now you're moving up my value ladder. You start reading the book and you're like, "Oh my gosh, this funnel thing is really, really cool. In this book, he talks about the 10 core funnels and how they work and, all of a sudden, I see how it could work in my business and I can see how it works in other people's..." And you start freaking out. You're like, "This is so amazing." Right? And you got value. You're like, "I paid 10 bucks and look at the value I got from this thing. This is insane, right?" And then what happens? You naturally want more. You start looking. "What's the next thing? What else does Russell have?" Start looking around, and all of a sudden you're like, "Oh my gosh, Russell is doing this 2 Comma Club Live virtual event coming up in two weeks. I want to be part of that. What is that?" Okay. So you go, you sign up for the event, and I try to provide value first. So the way that 2 Comma Club Live works is you put in your credit card and you go through the entire three-day experience for free. Then, afterwards, you decide if it's worth it, right? So there's no me trying to scam anybody out of money. It's like, look, come show up. I'm going to serve you like crazy, and at the end of it decide if it was worth it. If it is, then you can pay for. If not, then don't. Right? So they come through, do 2 Comma Club Live Event, and they go through this experience for three days and they're learning, they're growing, and they're getting all this stuff. They're like, "This is amazing. I'm getting so much value from this. What else does he have?" Right? And then you look at Funnel Hacking Live, our big live event, or maybe it's our 2 Comma Club Coaching. Or if you're inside of 2 Comma Club Coaching, after you've gone through that process, you're like, "What's next? I want the next thing." So, after you've gone through our 2 Comma Club Coaching program, it's a $25,000 program, our next tier up is my inner circle, right? And then after my inner circle, there's new program coming out called Category Kings. And so this is my value ladder, right? It all starts with me coming out there and putting out as much value as possible and, if you like it, you're going to naturally want more. Okay? So that's kind of the concept of value ladder. Again, I don't want to go too much deeper than that because you can read about in the DotCom Secrets book, and I've talked about a lot of other places. That's the core concept I wanted to put out there. Right? And so, the reason why these ads are changing, right? Ad costs are going up and everyone's freaking out. That's why this is so important because what will typically happen is most business owners... And I see this so much, even inside our funnel hacker community, unfortunately, is they create a product and have this product and it works really well and they start selling that product. Right now, because the game has been easy for the last four or five years, they spend $50 in ads. They make a $100. They're like, "Oh, this game works." Right? But now with all these different changes, and the algorithm shifting, and the fight between Apple and Google and Facebook and things, now these costs are going up. Well, now you're spending a $100 to make $100. And then, it's eventually going to be $200 to make a $100, right? And all of the amateurs are starting to fall away, okay? I remember my very first marketing seminar I ever went to, I heard Mike Lemon said... He said, "Amateurs focus on the front end." Said, "Amateurs focus on the front end." And I didn't know what that meant until I started getting into business and I started saying, "Oh my gosh, my first two or three tiers on my value ladder, all that money is going back into just paying for customers. It's not until tier three, four, five, I start actually making money." And the deeper you can go into your value ladder without making any money, the more successful you're going to be, right? Because whoever can spend the most money to acquire a customer wins, according to Dan Kennedy, who is my mentor, and I trust everything my mentors say to me, so it's very, very true. Okay. So I want to kind of start with that. Now, the next thing I want to talk is... Again, most of you guys at this point have some kind of value ladder, but the thing, and this is where I talked about the real secret behind the value ladder, the thing I really want to share with you guys today, and this is the nugget that hopefully you get and you're like, "Oh my gosh, I got value." And then we'll open up to take some Q and A's and stuff. So the big secret is each tier of the value ladder, the thing that you sell at that tier has got two goals. Number one is to provide value, right? It's to scratch the itch they have, right? So you give them this thing that's like, "Oh my gosh, I got value. That was amazing. I scratched my itch." But usually when you solve one problem for somebody, it opens up a new problem. Right? So, for example, when I give you a book on how to grow your company funnels, you like, "I read this book. I got value." And then, all the sudden, you're like, "Oh my gosh, I need a funnel." And then, hey, lo and behold, guess what I sell? I have this funnel software that I sell called ClickFunnels. You should use it, right? And so it opens up the next thing. Each tier on the value ladder should provide value, help somebody at that tier, and then, and then by giving them that value, it should open up the next step, right? Because after you have a funnel, what do you need? Well, for me, you buy my first book. It's like, "Here's how to build a funnel." And then second book like, "Hey, here's how to do the messaging for your funnel." Third book's how to get traffic to your funnel. It moves somebody up and down. So the first time I got this... Some of you guys know Chet Holmes. Chet Holmes passed away a few years ago. He wrote The Ultimate Sales Machine, which is still, to this day, one of my top 10 favorite business books. Chet actually became a friend of mine. I spent a lot of time with him in business and traveling, and just had a lot of respect for him. As I was working with him, he wanted us to help him with one part of their business. And so, because that, he opened up his books and showed me his entire business model, which was really, really cool. So he showed me this entire business model, and I want to walk you guys through how it works. Because when he showed this to me, this is one of the first time I got it. That each step of my value ladder is selling the next thing. So the way Chet's business model works is he runs radio ads, right? So he's running radio ads. In the radio ad, it would say, basically, "Call this number to get nine free reports," or something like that. So they'd run the radio ads. It would call the number. Someone would answer the phone, say, "Hey, what email address do you want to email your nine free reports to?" You give them an email address, cool. And said, "Hey, why have you on the line, Chet normally..." He used to do these seminars that were three hours long. He would fly around the country and people would pay, I can't remember, $800 to come to these three hour long seminars to help them to grow their company. And because you're at home, we're doing virtual seminars, and how would you like to come to these virtual seminars? And he said, the seminar for you guys, for virtual one, was $300, but the cool thing is you don't have to pay for it up front. You can come to the seminar, attend the entire thing, then after it's over, if you liked it, then you pay the $300. Right? And so that's how Chet's value ladder began. Okay? And so that's kind of where I got to dive in. So I started going on these seminars. I wanted to understand what he was doing. And I'd watch this three hour long web seminar that they would run, and they would teach people and coach them show them all this amazing stuff. It was awesome. The three-hour training was worth the $300 bucks. And so, when the three hour training was done, at the end of it, he said, "Hey, really quick, I want to find out from all you guys. The last three hours, was it worth it? If it was, tell me, and if so, we'll bill you the agreed upon $297, like we agreed upon. But if not, let me know and we won't bill your credit card. Totally cool. No harm, no foul." And he'd go person by person. These web classes would have like 10 people on a time. So he'd be like, "Joe, how was it for you? Was it good?" And then Joe would be like, "Yeah, it was awesome." Then he'd be like, "Cool. Sam, Julie, Mike..." And he'd go through everyone and get everybody to say yes, and they'd bill their credit cards. And he said, "Okay, now that the seminar is over. It's officially over. Got all the value. Really quick. The biggest question people ask us after they go through this experience is, I want more. What's the next step? What's the next tier?" And he said, "Do you care if I spend a couple minutes talking about our six week long mentoring program where we can take these principles and help you instill them inside your business?" And of course, everyone's like, "Oh, sure, definitely." And he walked and transitioned to the six week program and he explained it all. And then, from there, he would try to close every single person on the call on the six week program. Right? And so then that was the next step in the theater. And then you went through six week program. At the end of the six week program, they give them two bonus calls, right? And the two bonus calls are with the coach, trying to figure where they're at and where they're trying to get. And then, from there, the coach upsold them to the next program, to the higher ticket program. And so, each tier in the value ladder provided value, provided the thing they promised. And the end of it, there was a mechanism, there was a tool, there was a process in place that then took that person and ascended them to the next tier inside the value ladder. Okay? That was the key. And as I started watching, I was like, "Oh my gosh, this is amazing." And what Chet did in his business, it was really fascinating. This is kind of off topic, but just an idea to put in your guys' head. Every single person in Chet's organization, his entire company, everybody was paid a percentage of the sale. So what would happen is that the person buying the radio ads, he or she would get a percentage of the money that came from the webinar one, and then from the six week program, and all the way through the entire line, so they all were incentivized. The person in sales on the webinar got incentivized on everything that happened after that person touched them, and so on and so forth. The way he structured it... I remember him sitting there. He said, "Russell, this is the secret to business. Don't have tons of overhead. It'll drown you." He said, "You got to set up your structure so that everybody's paid based on a percentage of commission." He's like, "That way, when you have big months, everyone gets big checks and small months, everyone get small checks, but we all do it together. That way you're not stuck with the overhead and things." Unfortunately, I didn't use that in ClickFunnels. I wish I would have. If I get all 400 employees that work here to... I'm just joking, but it was really just a cool thing. So this was the secret to value ladder that Chet taught me, is that each tier in the value ladder, part of the product, part of the thing that they're buying, actually ascends them to the next tier. Okay? There's a good way and a bad way to do this, too. I've seen this in the past, when I've bought somebody's book, where I'm like, I see the book, the ad's awesome. I buy the book and I read it, and the entire book is a sales letter for their next thing. I hate that. That drives me crazy. But if you look at my process, I want to blow people's minds. So if you go through it and you read the DotCom Secrets book, you'll notice that the entire book, like whatever 297 pages, is just pure strategy, tactics, like nothing. And at the end of it, there's a little chapter on, "Hey, if you need a tool to help this, it's called ClickFunnels." And we push them to ClickFunnels, right? And then there's a sequence after they buy the book. There's a whole marketing sequence that gets somebody from there to the next tier in our value ladder. Right? Then if someone comes to 2 Comma Club Live event, right? It's a virtual event. It's three days long. They go through the process. And inside of that event, that is the mechanism where we sell our 2 Comma Club X Coaching program, right? And so they go to that and they join 2 Comma Club X, okay? And in the past, I had an inner circle and my Category Kings, which has been closed for about two years now, but I'm going to sprinkle some hints here. I'm actually reopening those here this year, which is exciting. And so what's cool about it is then people inside 2 Comma Club X, they can then naturally ascend up the next year. And then people inside of the inner circle then can naturally ascend up our Category Kings. And so there's a process in place, but everything is designed and structured around knowing that I've got to give them the value I promise them, but then, at the end of it, there's some mechanism that moves them to the next tier, that moves them up the value ladder. Okay? That's the power. That's the real secret behind the values. Not just having a value ladder of, oh, there's a product here, product here, product here. It's structuring your product so that the product does the selling to move somebody to the next tier. Okay? If you guys come to Funnel Hacking Live, you will notice something. Most of our speakers, not all of them, but most of them are people who are in my inner circle. They are in our 2 Comma Club X Coaching program, things like that. And so, as we introduce them, we're like, "Hey, here's 2 Comma Club X Coaching member, so-and-so." And so they see this and people see over and over and over again, that the people who are on stage are the people in the next program higher, and it gives people incentive to want to go and ascend up and move up the value ladder. Does that make sense? So these are just some of the things, but that's the real secret in value ladder is structuring your products in a way that, number one, gives so much value that they want to ascend up, and number two, there should be mechanisms built inside of each tier that actually physically move them to the next tier. Okay? You get Chet Holmes on his free web class at the beginning. At the end of it, pushed them into six week program. In the six week program, he had two bonuses coaching calls. Those coaching calls were then there to send them to the next tier and so on and so forth. And so, that's kind of the process of what a value ladder is. But, again, this is the piece I wanted you guys to get. The real secret is understanding that. Creating tons of value and building the mechanism to actually get somebody to ascend to the next tier. Learn more about your ad choices. Visit megaphone.fm/adchoices

We spent the weekend serving with Matt and Caleb Maddix. Here are a few quick things we learned that have forever changed my life. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to The Marketing Secrets podcast. I hope you guys are doing awesome today. I just got back from Arizona, back from a wrestling practice, driving into the office. So many fun things I want to talk about. So with that said, let's cue the theme song. We come back, we're going to talk about friend groups, changing your identity, and whole bunch of other really cool things. All right, so this last week has been amazing. Some of guys know I'm training for a wrestling tournament. I actually leave in two days from when I'm recording this to fly out to Florida. It's a three-day tournament day. Day number one is beach wrestling, which, come on now, that sounds insane. I've never done it before. Apparently, they draw a big circle in the sand, and you beat each other up. I'm so excited. So that's number one. Day two, just freestyle, and day three is Greco. Three different styles, and I'm excited. I last time I wrestled was actually about two years ago, before COVID, and it was a tournament I went to, and it was the first time I actually competed at that point in 15 years. Hadn't competed since I was wrestling in college. And I went to that tournament, was planning on getting into shape, went to one practice, tore my neck out, and then just showed up to the tournament, and did all right. I had fun. And this time around, I was like, "Okay, let's try to prepare a little more." So I'm lighter, about 10 pounds, maybe 15 pounds lighter than I used to be, but I'm still in the same weight class, which is going to be frustrating because the next weight class is another like 12-14 pounds down, and I was like, "I'm not willing to do that." So wrestling guys will be bigger than me this time, but I'm in better shape this time. I had about a month worth of ... well, probably eight practices, but over three or four weeks, and anyway, so excited. My body's sore, it's bruised, my ears are swollen, but I'm pumped. So anyway, I got to go to wrestling practice, I'm heading in right now, but anyway, last week, we had a chance to fly out to Arizona and do a couple of things. Number one is I spoke at Dean and Tony's Own Your Future Challenge, which is really fun. And then, after that, I brought my two kids out to kind of ... Two of my kids, I've got five kids. I brought my twin boys out there, and partially because I wanted them to see me working, right? Like I want them to see like, "This is what your dad does for a living. Look how cool this is. I have a chance to speak in front of half a million people virtually, right?" So I'm going to show him that. And then, afterwards, I wanted to help them to, I don't know, just realize how good they have it. So we went out with Matt and Caleb Maddix, and we went out to the streets of Arizona, and we found a place where the homeless people live, and we had a chance to go out there and to feed them. And I'd never done some of that before, it was really cool. We literally drove to Little Caesars and bought a whole bunch of pizzas, to the grocery store, bought popsicles and drinks, and drove out there and parked and just handed out food to people. And we did two days in a row, and it was this really, really cool experience with my kids and everything. It was awesome. But what I want to talk about in this podcast, because I have of stuff coming like, the last day we recorded a three hour podcast with a whole bunch of young entrepreneurs. I think that'll be an episode here soon and a bunch of other ... A lot of cool stuff. But what I want to talk about was just the power of who you're around. And it's interesting, I'm writing my fourth book, as you guys know, and I've been trying to focus on like, "How do we create identity shifts? How do we become who we need to be to be able to reach the goals and things we have," right? And there's a lot of things, a lot of different levers you can pull to be able to come who you need to be. And so, there's identities, there's beliefs, there's rules, there's all these different things, and one of the people that I know who is really big in that kind of stuff is Tom Bilyeu. I actually texted him and asked him some questions about his beliefs on it, and then he messaged me back, and we ended up jumping on a call and talked about 45 minutes. Maybe I'll make call up podcast episode too. I don't know. I want to keep giving us all this cool stuff for hanging out with me. Anyway, it was interesting because, in there, we talked about how do you change someone's identity and beliefs and their rules and their values and things like that. He said, "One of the most powerful things you can do is you take people out of their existing environment. You put them in a peer group of people they respect, and eventually they will become like those people." And he told me that in this interview, that's how he started. He said, before, he was spending 10 hours a day playing video games, all sorts of stuff, and he got this new peer group of people who were having success, who were doing all these things, and he said, "I spent enough time around them, and I eventually wanted their respect, and so I wanted to become like them." And now, he's Tom Bilyeu, who's crazy. Anyway, he's awesome. But he said, "If I was training your kids," he's like, "I would take them. I would go to a desert island, and instead, if I want them to become an ax murderer, I put them with a whole bunch of ax murderers, and, eventually, they would become like that person. If I wanted them to be an athlete, no matter which athletes, eventually they'll become like that person." And he's talked about like how the peer group and the people you're around, how much that affects identity and beliefs and your rules, your values, and all those kinds of things, so it's interesting. So anyway, going into this trip to Arizona ... I don't know if you guys are teenager parents, but it's hard to be teenager parent. I love it, but man, it's hard. It's hard to motivate your kids to want to do things and get them excited. I try to figure out different ways to do it all the time, and it's hard as a parent because I don't know. It's funny, like no matter how cool other people think you are, your kids just think you're Dad, right? In fact, I had two or three times last trip people were like, "Yeah, you're so lucky that your dad's Russell." And the kids are like, "Why? He's just this annoying dad that talks about marketing and stuff," you know? But anyway, so it's hard as a parent to like, really ... I don't know. Like I do my best, but it's harder to get them to want to do the things that you want them to do and hope that for them to do, right? And so, it was cool because we went out to do this thing, we went out with Matt and Caleb. And Caleb was like the epitome of who my kids would want to be, right? He's successful, he speaks on stages, he's got YouTube channels, he's a podcaster, he's fun, he's happy, he's friends with all these successful people. And it was really cool because I brought my kids out there, and Caleb came and picked them up, and they jumped the car together. It's funny because I had spent two days with my kids trying to get them to talk. I asked them questions, they just kind of sit there. "I don't know. I don't know." Like, did they forget how to talk? Do teenagers don't know how to talk? And suddenly it was Caleb, this person who is similar to their age, someone in their peer group, someone who they aspire to be like, and they look up to, within two minutes, Caleb had them talking and sharing their dreams and their visions. And I'm sitting there in the car, I'm the front seat, they're in the back seat. And in like five minutes I have been spending time with Caleb, I know more about my kids at this point that I've known my entire 15 years of their existence. I'm like, "How in the world?" Like, "Why don't you guys talk to me like that? Why don't you tell me these things?" And it was so cool because the first thing Caleb did is ask them like, "Where do you want to be in 10 years from now?" And it's funny because my kids' default answer was "I don't know." And so, he asked them again, like, "Where do you want to be in 10 years from now? And 'I don't know' is not an acceptable answer." And it was crazy, within two or three minutes, each of my kids gave him where do they want to be in 10 years, and I was like, "Oh my gosh, that was so cool." And then, immediately, Caleb was not like, "Okay, well good luck." He was like, "Okay, for you to do that, first thing you need is need a mentor." And he looked at Dallin. He was like, "Dallin, what you're trying to do is what I do right now, so I'm going to become your mentor. I'm going to be your coach. I'm going to, blah, blah, blah." He's like, "Bowen, I got a friend who does exactly what you're trying to do, so he's become your mentor." And Caleb called the guy. He's like, "Hey, my friend here, he wants to be a hypnotist, and you're a hypnotist, and so can you come meet him? And can you become his mentor?" And the guy was like, "Sure." Within an hour, he comes out, and all of a sudden he's teaching my son had him ask people, and also my son's like, "This is the coolest thing ever!" And then, Caleb's helping Dallin talk about speaking and motivation and all these things. I'm sitting here, I was like, "This is insane." For two days, I watched my kids light up. They're on fire, they're excited, they're talking about their dreams, their passions, and it was funny because something Dallin said. He's like, "You know, all those people I hang out," this is not telling me, but I hear him talking to Caleb, "Most of my friends, they don't have many motivations or goals or dreams, they just kind of sit around and play video games all day," and I'm sitting there, I'm like, "Literally, Dallin, that was you three minutes ago." But he's seeing that because he already is not associating himself with an older peer group. He's associate himself with this peer group of people he's around now. Within a day of being around these people he loves and respects, looks up to. And anyway, it was so cool. It was so powerful. And there's so many lessons from this, but the one that I wanted to kind of think about is either for yourself or if you've got kids. It's like, "Who are they hanging out? Who are you hanging around with?" Right? I'm sure you've heard it said before that your income will be the average of your five closest friends. And I definitely believe that's true. You'll be as successful as your five closest friends, you'll be as good of an athlete as your five closest friends. Whoever you're around is who you're going to level up to be like, right? It's like Tom Bilyeu said, "If you want to be an ax murderer, or go to an island with a bunch of ax murderers, eventually you'll become like them," right? Or if you want to be an athlete, or you want to be a biohacker or a tech person or a programmer, it's all about who you surround yourself with. And so for you, like that's the first thing I do is to make an introspective ... Is that the word? Like, look at yourself and be like, "Where do I want to go?" And like, "Are the people that I'm around, are they there right now? Or are they trying to get me there? Or are they holding me back?" You got to be completely honest with yourself. That's the first thing. And if it's not where you want to be, it's like, "Okay, it's time to find a new friend group." Try to find people to be around that are going to pull you up. Doesn't mean have to get rid of your existing friends. You can still be friends them. That's awesome. But the key is like, if you really want to reach something and get there, you got to be around the people who think the way that you want to think, right? That's a big part of it. And secondly, if you're looking at it from your kid's standpoint, man, I mean, my big "aha" this weekend is just like, no matter how hard I try as a parent, the most valuable thing I can do is probably not me trying to teach them or coach them. I mean, obviously, I got to set a good example and do the things that I believe are right. But I think bigger, so I was like, "Who are the people that they're going to look up to? Who are they going to be around?" Because by default, our friends pick their friends, and sometimes they pick friends that are probably not the right friends for them, right? But if you can help facilitate and find the right friends, how cool is that? And the one thing that was really cool, I saw Matt Maddix, that's Caleb's dad, who kind of facilitated this whole thing. And it was really cool because he was there with Caleb and Caleb's friends, the one thing he told me in passing, he said, "I want to be able to mentor my son, so a part of that is I have to get to know my son's friends." He's like, "I try to be a mentor to my son's friends because I want to make sure that they're good people too." And so, all Caleb's friends we were hanging out with, they all love Matt, and Matt was coaching them and helping them and ... It was just so cool to see that. I'm like, "Oh, I got to be better at that. I need to become friends with my kids' friends. I got to be mentors them. I got to coach them. I got to help them because they're probably more likely to listen to me than their own parents, right?" Because I don't know why, but that's just how people work. And number two, it's like if I want to help guide the ship for my kids, helping guide their peer group is a big piece of it as well. So anyway, I got so many good lessons from this weekend. I wish you could see the way that Matt and Caleb and this friend group do, Matt's trained all of them. He's like, "If you're with somebody, if you're in a room with somebody, great. You need to ask them questions." And so, people are asking me questions about everyday, question after question after question. Went to sushi dinner, and it was like 500 questions in an hour from all the friends and all the people. But not only was it with me, it's like when went to the homeless people, and I remember there was a lady who was in a wheelchair, and first thing Matt does, he says, "This is my son right here. What advice would you give him?" And then, you ask questions like, "Man, you're out here living on the streets. It's got to be hard, but how do you keep your positive?" And I watched him drill this person, asking five, six, seven, eight, nine questions to this person who ... I wouldn't have thought to ask that person questions. It was so cool to watch them do it, and then watch that person light up and give feedback and inspiration. And I'm watching these amazing people out there who are teaching my kids about God and about Jesus and about hope and about faith and about the problems that got them there, and their dreams about how they want to get out of it. And it was just such a magical experience. And I watched Caleb and Matt and all the friend group there as they went to every single person they met. Like with the waiter or waitress in every restaurant we went to, he was like, "Hey, this is my son here. What advice would you give them?" or like ... Oh, it was so cool to see. I wish I could have captured it all and put it in a bottle for you guys. But anyway, those are some of the lessons. Those were some of the things I saw that were just powerful, that were really, really cool. So anyway, like I said, I'm probably going to go deeper and do some longer form podcasts, kind of going more on some of these principles and stuff, but these are the gifts I want to give you just a top of my head right now, while I'm still thinking about it, that had such a big impact on me, on my kids. So today, as I meet people, my goal is to ask more questions. There's so many cool things you can learn from everybody, especially the servers, the people around you, people that work for you, people you meet on the street, people you meet at a grocery store. I mean, they're asking the clerk checking us out. He was asking questions to the clerk. "How was your day today? What's going on? This is my son. What's the best piece of advice you could possibly give him?" Like to everybody, and I was like, "God, this is so cool." And I start watching again, Matt starts to sing, then I watched Caleb do it, and I watched Caleb's friends do it. I'm looking at this group of kids, and I'm like, "Man, these guys are progressing so fast because they're getting everybody's best tips from the millionaires they meet to the people who are living on the streets and a million people in between." And it's just like, man, how much of a shortcut to success is that than trying to go and learn these lessons on your own? Asking questions. So anyway, it was amazing. I want to thank Matt and Caleb for hosting me and the kids. It was such a great experience. With that said, I'm going to get some work done because I got to go fly out and wrestle here in a day and a half and got a lot to do before then. So with that said, I appreciate you guys. Thanks For listening, and I'll talk to you guys all again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

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 marketingsecrets.com ---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 funnelhackinglive.com and get your tickets now. With that said, I appreciate you all and I'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

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 marketingsecrets.com Also, don’t forget to check out bookease.com Learn more about your ad choices. Visit megaphone.fm/adchoices