The Russell Brunson Show

It has been a few years since this episode was first released, but I still feel that the message is important today. Enjoy this special episode from the archive! 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. I mentioned a little while ago how I hired a new coach, and it’s been really, really good. He’s one of the main guys over at The One Thing, his name is Jeff. It’s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn’t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, “you gotta read them.” So I read them both and I was just like, “They want me to focus on one thing. I hate that idea.” So I kind of didn’t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it’s really, really cool. What’s interesting is, since he started coaching me, I’ve had this big epiphany, big aha, big realization inside, and then as I’ve been coaching the inner circle the last two days, I’m watching the people who are leveling up really, really quickly and there’s a consistent theme behind all the people who are growing fast versus who…..everyone’s growing, but the ones who are really quick. It’s interesting thing, it’s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective People, which I read back in high school. It was start with the end in mind. It’s been interesting, as I’ve been going through the coaching stuff. Man the first, it feels like it’s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it’s not like 5 years from now, or 10 years, like in the future, where is it you really want to go?  It’s been interesting as I’ve kind of done this exercise, I can walk you guys through what it is, but it’s morphed, 3 or 4 times to radically different things and I one of the big aha’s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I’ve been wandering without really a focus or a goal other than just more, which is interesting. So he’s had me keep focusing, what’s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here’s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you’re trying to figure out for yourself. Then he came back and said, “Okay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?” So I was like, “Okay well, to have that I need to have this in place, these things need to be in place in the next 5 years.” And he came back and said, “Okay, what do you need within a year to be able to hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your yearend goal? Or your month goal?” So as you do this it’s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and I got to the things I needed to do. I looked at my to-do list and none of the things on my to-do list actually got me any closer to my someday goal. All the sudden I realized that I’m doing all these to-do’s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I’m really wanting. I was like, well what’s the one thing I need to do today that’s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing. And after this exercise he wanted me to come back and refine it and change things. So I kept getting….my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don’t know if I have it completely figured out. But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it’s easy to reverse engineer the funnels and make that happen. People who are struggling, they’re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It’s a little intricacy, but it’s interesting. I’ve had this really cool experience over the last two days, to kind of reflect I’m listening to all my entrepreneurs talk and teach and share what they’re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?  What is the actual end goal? As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that’s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he’s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I’m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind. So I think most of us, including me. I’m guilty of this as well, that’s been my big thing for the last 2 days, what’s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn’t completely clearly defined. It’s morphed and changed so much and I’m really coming back now and figuring that out. Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, “If I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don’t and it gets really mushy really quick.” He realized he had to clearly define the value ladder. We’re going from here to here to here. So now he’s beginning with the end in mind. And what he said was interesting. It’s was funny because it’s something that I, a recurring thought I’ve had in my mind as well. Okay, I can’t keep creating new stuff that just spurts off my value ladder and shifts people all over the place. If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that’s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I’ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it’s exciting. The last thing I wanted to kind of say is, again so many of us start our business like, here’s a product and we start building funnels based on that product. There’s nothing wrong with that. That’s how most people do it. It’s how I’ve done it a lot of times. Because of that, I think we get lost in the weeds of where we’re trying to go and often times we never get there because we don’t know where we’re going. And again, as I’ve been working with my coach on this, which has been really fun. It’s been cool because I’m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels. It’s just begin with the end in mind. What’s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it’s exciting. I love it. I love this game. I love my entrepreneurs. I love the inner circle. I love all of you guys. I love Clickfunnels. I’m having the time of my life. And hopefully, also I’m helping. I’m doing my best. It’s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, “I just don’t like Russell. I can’t connect with him. I don’t like his energy. I don’t like…” Whatever. It just kills me. It’s tough because I’m always trying to give and serve and do whatever I can and I hate when I don’t connect with everybody. But that’s okay as well. Hopefully my message gets to you and you’re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that’s one of my goals. Hopefully I connect with you and if I do, that’s the key. Take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone is always going to like me. And that’s the same for you. Not everyone’s going to like you. But the people who do, they’ll hear your voice and they’ll come to you and you’ll be able to help them and serve them and it’ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that’s all I got tonight you guys. Appreciate you all, see you guys soon. Bye. Learn more about your ad choices. Visit megaphone.fm/adchoices

I got a text message from my buddy, who reminded me how easy it is to change our circumstances if we really want to. 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. Today I want to talk about change. Hey everyone, so I'm actually right now in Atlanta, Georgia, or a suburb nearby, hanging out with my co-founder. My favorite people on this planet, Todd Dickerson, who's the genius who built ClickFunnels. And right now we are in a secret retreat away from everybody planning the future of ClickFunnels. And it is good. It is bright. It is exciting. But anyway, we're at his Lake house and looking over the Lake and just hanging out this morning. We had elections a couple of days ago. At the time I'm recording this still chaos, no one knows who's going to win. And I'm not going to talk about that because I don't really want to put brainpower into something I can't control. So I want to focus on things I can control, which is looking at my company, what can I do? How can I make things better? And how can I serve at a higher level? So that's what we've been focusing on. And from those questions come really good conversations. But I actually had something, a text message I got from my buddies, which was really cool. So the way I met this guy, he's actually a jiu jitsu black belt. He lives here in Boise. And I don't know if I told you this story before, but I'm a wrestler. I grew up as a wrestler. I was a good wrestler, was a state champion, I took second place in the country in high school. Started ranking top 10 in college. And I was a good wrestler. And I remember, I always assumed, because I was a good wrestler I could beat almost anyone in fight. Right? So then fast forward, one day I'm on an airplane and flying home. And one of my old wrestling buddies is on the plane. I hadn't seen him in like 10 years. And he was like, "Dude, you should come do jiu jitsu." And he's actually a really big jiu-jitsu fighter now, which is cool, but he was like "You should come to jiu jitsu." I'm like, "I don't know jiu jitsu." He's like, "Dude, it's like wrestling for old fat guys." And I was like, "Sweet. I'm in." And he says "There's a tournament this Friday, you should come to it." So I go to this tournament. The night before, literally we went to a wrestling room we had access to, one of my buddies who I talked into going to the tournament with me, he watched a couple of YouTube videos about how to wrestle cheat or fight jiu jitsu and he tried to teach me a couple of things. The next day we showed up and we were not jiu jitsu fighters, right? So I show up to this tournament and I go out there, and I put my little gi on, and I don't know what I'm doing. And all I know, they taught me is "Hey, if you just take it like wrestling, and if you put your knee on their belly, you get four points." And I was like "Four points? That's so easy." So I just go out there and I was like, boom, double A, the guy I slam him on the ground, put money on his belly and get four points. I'm like, "This is amazing." And I let them go, do it again. And I do it three or four times. I'm just destroying this guy. And all of a sudden he reaches up to my gi, grabs my little collar and he crosses across my neck. And I don't know what's happening. All I know is that the blood to my brain stops going into my brain and this dark circle from the outside ... if anyone's ever been choked out you've seen before. It's like the circle from the outside starts coming in, and the world around you is getting smaller, smaller, until all of the sudden this dark circle is collapsing, collapsing. And everything's about to go out. And then I look up and I see my coach, my buddy, tapping his hand like "Tap you idiot." And I'm like, "Oh," so I tap my hand. The guy lets go of my thing and blood comes back to my brain, the little circle expands again. I can see the world. I was like, "Whoa, that was horrible." Right? So I go to my next match, same thing happens. Take them down, boom, knee on belly, knee on belly, four points. Take them down. Boom, knee on belly, take them down. Reaches up, grabs my thing, and somehow chokes me out. I'm like "This sport sucks." I was like "I hate this." Right? And then after that two matches with gi, and then two matches with no gi, which is basically shorts and a T-shirt, right? So I did that, and I had a little better cause there's no collar for people to choke me out on. Same thing though, I’m beating the guys, beating the guys, and then, for those who know jiu jitsu, twice I took the guy down, got overextended, I didn't know about posture. So I broke posture, guy puts me in a triangle lock, chokes me out twice. I got choked out four times in one day for never doing jiu jitsu. And I still remember all the people that I wrestled, that I did jiu jitsu with, they were all so weak. They were soft. They're all white belts. They're so easy to pick up and slam down, and all this stuff, but they just had the ability to reach up and choke me out. Cause I didn't know what I was doing. Right? And I remember that day being like ... actually this trainer came over to me, one of the coaches came over. He's like "Are you a wrestler?" I'm like, "Yeah. Can you tell?" He's like "Triangle locks are kryptonite for wrestlers. You guys all break posture." I'm like, "Okay." So I get on the mat. I'm like, "All right, I got to learn jiu jitsu." Cause I assumed that anyone ... not everybody, but for the most part, if I met someone on the street I could just beat them all up. Right? And all of the sudden I realized that these little wussy white belts were choking me out. I was like, I don't know what I don't know. And I do not like this feeling. So I have to learn how to not get choked out. So I did what Russell Brunson does, and I did not go to a class. I found out who's the best person in Boise. Called them up, said "Can I take privates with you?" And then twice a week for the next two years I went and did private lessons with this guy. I went into three or four more tournaments, after I learned how to not get choked out it got real easy to beat everybody. Basically white belt level, blue belt level. And it was really fun, did it for two years and then ClickFunnels became ClickFunnels and my free time shrunk. So I haven't done it in a while, but really enjoyed it. So the guy who was my trainer, he's awesome. And after doing jiu jitsu stuff for a while, he ended up getting some other job. I don't know what it was, but I had a sense when I talked to him every once in a while, that he didn't love it. But he was doing it and whatever, right? So then this last week I see him posting on Facebook. He's opening a new restaurant, this new ... I'm not sure exactly what it is, I'm going to go when I get back from Atlanta. But it's a juice place or something, and it's all healthy stuff. And he's a vegetarian I know. So it's all these ... anyway, I'm pumped. I'm excited to go check it out. Right? And I text him like "Dude, did you open a restaurant?" And he texted me back. He said, "Yeah, man." He's like, "I didn't like where I was at. And since I'm not a tree I left." That was his response. At first I started laughing, and then I started thinking how profound that was. And how most people do not look at it that way. Okay? So like he said, "Yeah, I didn't like where I was at." He didn't like his existing circumstances. He's like, "I'm not a tree, so I'm not rooted in and stuck. And so I got up and I left." Right? And I started thinking about me, and you, and all of us. And it's like, how many times are we not happy in our circumstances? And instead, we think we're a tree. We're like, "Well, this is the hand I was dealt." This is the whatever, right? This is where I am right now. And we're frustrated, right? But that's kind of what we do. And I think the lesson here for all of us is, we're not a tree. So if you're not happy, get up and leave. If you're not happy with your job, get up and leave. You're unhappy with your business get up and leave. You're not happy with your customers, change it. Right? I know we know this, it's funny cause I remember ... very first time, if you've read the DotCom Secrets book, I tell this story at the very beginning of the DotCom Secrets book where I woke up one day and I realized I hated my business. I hated the customers I was serving. And I was like, "I wish I had a boss that would fire me." And about that time I remember seeing a video, it was New Year's time. And Tony Robinson's wife, Sage, put out a video. I believe they were in Fiji at the time. And she said, "You know, it's New Year's, and obviously we can all change anytime we want. But for some reason we give ourselves permission during the New Year to change." So I want to give you guys permission, if you're unhappy in a relationship, then change. If you're not happy in business, then change. She named five or six ... not happy with your weight, change. You're not happy with your whatever, change. And I remember thinking, I was like, "Oh my gosh, I could just change." And it was just a thing ... I don't know, we get our heads so much, like "This is the reality, this is what we have to be doing," it's like, "No, you don't actually have to, you could just change." You know? And like my friend Jason said, "I'm not a tree. So I got up and I left," right? If you're not a tree, you have the ability to change. You can get up and you can change your circumstances. And so right now, just in the season of ... I know the last 10 months of 2020 has been hard for everybody. The elections have been hard for everybody. All these things have been hard for everybody. I think that the biggest thing I would say is right now, looking at yourself personally, looking at your family, look at the people you have stewardship over, and saying, "Look, if I don't like this, I can change." And then give yourself the ability to it. Just like my buddy, Jason, like "I wasn't happy and I'm not a tree. So I got up and I left." That's it. You guys can do the same thing as well. Change is possible. You just got to be willing to do it. So remember that, you guys. You're not a tree, you don't have roots going 20 feet down. You can get up and you can leave. And so that's what you should do. But that said, I appreciate you guys all, thanks so much for listening, I hope you enjoyed this episode. Please take a screenshot on your phones, wherever you're listening, and tag me. Post it on Facebook or Insta, and tag me on it. I love seeing those. I love seeing your big takeaways, your ah-ha’s. I appreciate it. Thanks guys so much for listening, and I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

I want to make an amendment to all my talks about finding your voice.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

I’m in the middle of changing my office. Let me tell you why and what it’s going to hopefully do for me. 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. And welcome back to the Marketing Secrets podcast. Are you guys pumped for today? I hope you are. I am. I came in the office today and I looked around at my environment and I was like, "These are the same walls, the same everything I've been looking at now for a long time. And I want to make a change." And so that's what happened today. I'm going to tell you why and what it looks like now. All right, everybody. So I'm not going to lie. Today, I came in and I was just frustrated at a lot of things. I was like, "You know what I need? I need a new view of the world." And so I literally came in and I started ripping things off my desk, moving monitors, shifting things around, moving my computers, moving my desk, just getting a whole new perspective on the world. And I'm about halfway through it now that my whole office is a nightmare. It was really clean a few minutes ago, but now it's a nightmare. But I want to share it with you because I remember I had one of my first mentors, Matt Furey, when I was getting into this game. I started studying because I wanted to learn marketing. And then, lo and behold, he was sneaky and started slipping in all this personal development stuff, which was so good for me. But I remember, and I'm probably going to say this wrongly, this is back on an old CD that I bought from him, way back in the day. So I couldn't even re-find this if I wanted to. But the principle, I remember in my head, he talked about just the power. I believe he married someone who is Chinese and so he studies tons of deep Chinese philosophies and principles and things like that. And I remember him talking about any room, there's an energy. There's energy in the room. He's like, "If you want to change the energy, change the room." If you're not feeling the vibe you want or the energy you need to be able to produce or to work or think or whatever, he's like, "Literally just change your desk. Move a plant." It physically changes the energy of the room. Move a picture, move your monitor, move your desk. Just shift things up. I just change things and it'll change the energy of the room and how you produce and how you do everything. I think that the layout of my office has been good. It's been through a lot of wars. I think that I even beat up a lot recently and it's just like, "You know what? I need a change." I looked at everything from different perspective and different ideas. And so that's what I'm doing. And so literally, all these things I was so proud of, I remember four or five years ago I moved into this office, like these big, huge monitors and just all this stuff is just being shredded apart. And I'm move everything, changing everything to change my environment so I can work better. So want you think about for yourself right now. Think about, and this could be any part of your life. It could be your personal life, your business, you whatever. And in fact, it's interesting. There's a book by Ben Hardy called Willpower Doesn't Work. Sorry, this is a squirrel tangent, but it's important. So in the Willpower Doesn't Work he talked about how, you look at how people change things in life. They try to quit smoking, start making more money, all these things. And they have tried willpower. "If I just do this thing for 30 days, it will clear the habit." Or whatever. They're trying to force things through willpower. And I remember the premise of the book is that basically it didn't matter how much willpower you had, you always would relapse back. He said, the only thing that caused sustainable change in people over time was, can you guess? A change of environment. You change the environment, which then makes the habits all easy. And that was the secret, literally moving, physically shifting your body or your environment, changing things around you. So that could be used at a big scale where you're like, "I'm going to move to a different city." That's going to change things. If you're around a bad group of people and it's easy to keep falling in your bad habits, if you literally physically moved to some other state or different place, that could cause the shift in the energy that you need to make the change. Or, if you're like me, sitting in an office where you just need something, physically shifting the things will change the environment which just now makes it easier to have willpower and have the things you need to be able to be successful. So, again, coming back to what I was talking about before, is for you, start thinking about in your personal life and your business and your work environment in your family and your house, wherever. If things are stuck or stagnant, can you just radically shift things around? What would happen if you did that? What would it look like? What would you change? What would you move? And what would be the outcome you're hoping for? I'm hoping for me just to have more energy. I've tried for the last four days to get this project done. I keep coming in and I just can't get it done. I think it's because I'm just stuck in this rut of that I'm just not happy. I need to shift everything. So we shift everything. And now, well, I'll find out a little later on today if I'm able to be in a state where I can get work done. The energy is different, the feeling is different. Now I can start running. And so that's my game plan. So I want to show you guys right now is I'm in the middle of this cleaning. And Michael, I want to stop for a minute because I've been cleaning and moving things for an hour and a half. And I was like, "I need something to break the energy." So I'm going to do it the podcast on this, but I want to give you guys permission to make that change in your home office or say your home bedroom. Move your bed to the other wall. Or, in your office, move the desk to a different wall and get a new computer. Throw your old on away. Rip the wallpaper off the wall. Get a family picture and move it. Whatever it takes, try that and feel the energy of the room change and see how it affects you. And keep doing it until you feel like you're in a spot, in a state where it's like, "Okay, I can get stuff done. I'm actually having success now." All right. This is a short one, but I think you guys got the gist. I appreciate you all. Thanks for listening. And I'll talk to you soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently I had a friend pass away, and I was grateful to be able to visually see the ripple effect that his life had on the world.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

Here’s a cool case study of a band that performed a concert every single day for a year. Listen to this episode to find out what happened to them and how this relates to you. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Hey everybody, this is Russell Brunson, welcome back to the Marketing Seekers Podcast. I want to share with you guys what I consider an insane case study that isn't necessarily from the business world, but it's following a business principle that I talked about all the time, and it happened for a little band. So with that said I'm going to cue up the theme song. When I come back I'm going to share with you guys the story about Jim and Sam. All right, so as you guys know I've been talking about publishing for years about the power of it and why we should be publishing daily, and I remember at one of our Two Comma Club X events I made a statement, I said to everyone in the audience, "If you will publish every single day for a year by the end of the year I am convinced you'll be financially free," and I think a lot of people looked at me and said, "Cool." Some people said there's no way, and very few people actually did it. People have and those people insanely enough are having a lot of success right now. So anyways, I still stand by that. You pick where you're going to publish at and do it every single day for a year you should be successful because a couple things are going to happen. Number one, it will give you a chance and give you time to find your voice. And number two, it gives your audience enough time to come and find you, right? And so, that's kind of the reason behind it. And so, what's cool is this morning Brandon Fisher who's one of the guys here on my team that does our all our video stuff he sent me this trailer, and I haven't watched the documentary of it. I watched the trailer this morning, and it was amazing, so I highly recommend it. If you go to wearejimandsam.com you can go and watch the trailer for this documentary called After So Many Days. And so, I didn't know why he sent it to me, so I clicked play, and in this minute and 50 trailer for this documentary it tells a story about a couple, newlyweds named Jim and Sam, who've been trying for a decade to hit it with music. They were playing shows, they were practicing, all sorts of stuff, and for 10 years had no success, and they decided they needed to do something crazy, like we need to figure out a way to make this thing successful. And so, they decided that they were going to do a show every single day for 365 days. Right? And again, I haven't seen the documentary yet. I am so excited to go and watch it, but just from the trailer you see what happens is they go out there and they start doing a show, and some of the shows are next to these guys cutting down trees because they're the only person that will listen to them. Some of them are in these little bars, some of them are just wherever they can find a place to perform a show in front of humans, right? And they start doing this, and they start doing this, and by the end of the trailer they're performing in front of these audiences of tens of thousands of people. And there's this quote at the end of the trailer that was so powerful. In fact, I wrote it down. I just wanted to share it with you. At the end of the trailer he says, "So here we go, making something happen every single day," and then, boom, they start on this journey. Anyway, I wanted to share it with you because, man, so many of us have this dream. We have our art, right? For Jim and Sam it's their band. For you it could be an offer, a product, a coaching program, a book, a course, a CD, a physical product, a service you do. It could be whatever, right? We have this vision, we have our dream, and we go out there and we try to put it out there. But the magic of this, and again, I cannot wait to watch the documentary. It'll probably end up having 10 more episodes. I'm going to be geeking out about this, but the concept of like, all right, if we're going to be successful it's not just going out there and dabbling, or going out there I'm going to read a book, I'm going to go try to whatever. It's like, here we go, making something happen every single day. What are you doing every single day to make your dream come true, right? What is it? Right? And for most of us if we're selling stuff online is publishing. I know Nathan Barry who was the founder of ConvertKit, a great software program, he said the same thing. He's like, "I'm going to write a blog post every single day for a year," and he sat down and he started doing it, and first it was really, really hard, right? But then, he got into the habit of this every day I'm going to sit down I'm going to write 1,000 words, write 1,000 words. Every morning do 1,000 words, 1,000 words, and by the time a year had come up his company had blown up, so many good things happened from it. And so, I think for all of us, man, they just serve as such a good reminder. How do we publish something every single day, right? And so, this is the rallying call, okay? As you guys are going to commit to this and say, "Okay, I'm going to do this." The rallying call is this, "So here we go, making something happen every single day." So what is that for you? What is that level? What's the thing that if you do every single day it's going to change everything for you? You got to figure out exactly what that is and then focus on it and do it consistently every single day for a year. If you do that a couple things happen. Number one, you will find your voice, okay? I guarantee that by the end of performing a show every single day for a year, what happened? They got better. They figure out if people like it, or if people didn't like it. They mastered their craft, right? And the second thing is they're going out and doing this over, and over, and over again. The consistency gave their audience a chance to find them. I talk about it in the Traffic Seekers book as well. I shared one of Nathan Barry's thousand blog posts, or 100 blog, whatever, 365 blog posts he did that year. One of them is called You Have to Endure Long Enough to Get Noticed. And he talked about it, he said you know what's interesting? You think about TV shows, or movies, or documentaries, like how many TV shows did you find out about season four or five, right? So the problem is there's so much content being created all the time that the market, the world, waits to see what's good enough that's going to rise to the top, right? And so, it's testing you. I think for all of us it's like, okay, the universe, God, the market, whoever is testing you to say, do you really want this? How bad do you want it? How bad do you care about your message? Do you care about it enough to blog once a week about it? Do you care about if you're going to blog every day about it? Do you care about that every single day you're going to make something happen? Because if you do, if you are, then you get rewarded. Okay? There's a reason now that I'm still having so much success in my business, right? Despite the ups, and the downs, and all the things I have been doing this now for 18 years. 18 years I've been beating this drum over, and over, and over again. I beat this drum when nobody was listening. I beat this drum when people were angry. I beat this drum when clients were leaving me. I beat this drum and I keep doing it, and doing it, and doing it because I believed in it so much, because I cared about it so much, because I knew the impact it could and would have if I just kept doing it, and kept doing it, and kept doing it. And now, 18 years later, and I'm still learning, I'm still becoming better, I still make tons of stupid mistakes, right? But 18 years later I've found my voice, right? And my audience is finding me, and it'll continue to hopefully continue to grow and keep evolving, but that's definitely what's happening. So hopefully I gave you guys some encouragement. I highly recommend if you want to get motivated just go to wearejimandsam.com and watch the trailer. Like I said, I'm totally going to go watch this documentary. I'm pumped to see it. And again, it's called After So Many Days. That's the name of the documentary. And I'm going to end this podcast with the line that ends the trailer, "So here we go, making something happen every single day." What is that for you? Commit to it, do it, and if you do that again two amazing blessings will come to you. Number one, you'll find your voice, and number two, your audience will find you. Thanks again so much for listening. I appreciate you guys all and I'll talk to you all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Instead of asking “What do you want to be when you grow up?”, let’s start asking this question instead. On this episode, Russell talks about the importance of considering WHO you want to serve, before you start working on WHAT you are going to provide. Sometimes you might end up wasting time doing a lot of work for something that won’t actually help the people you are called to serve. ---Transcript--- Hey, everybody, hope you guys are doing amazing today. It's Russell Brunson. Welcome back to the Marketing Secrets Podcast. In today's episode, I want to rewrite what all of our parents have been telling us for generations upon generations. And hopefully, save me and you and our kids from the same frustration, because if we fix this, I think we'll fix everything else. All right, so, this is my thoughts today, and I hope you don't mind me sharing with you. But inside of our community, we talk about the fact that, I believe, each and every one of us is called to serve a group of people. It's like, for me, I was called to serve entrepreneurs. And so, I figured like, who are the people I'm supposed to serve? They're entrepreneurs. And then it's like, well, there's a lot of entrepreneurs in the world. Who are my entrepreneurs? And so, my entrepreneurs are funnel hackers. And I give them a name and a title and a belief and all that kind of stuff. And it was interesting because as soon as I knew, oh, here's who I serve, these are my people, this is who I'm supposed to serve, then everything else came really easy. Then it was like, well, what do these people need? Well, they need this, they need this, and then, the ideas, the products, the services, the events, the coaching calls, the podcasts. All the things became easy when I first identified, who am I called to serve? And then, giving those people a name. They're my specific people. Because saying, "I serve entrepreneurs," is tough because there's a lot of people serve entrepreneurs. Now, I'm fighting and competing against everybody else. It's like, no, I don't serve all entrepreneurs, I serve my entrepreneurs, my funnel hackers. And so, it's interesting though because I was talking today with some people, and there's a phrase that we hear all the time when we were kids. It's, what do you want to be when you grow up? And people like, "Oh, I want to be a dentist. I want to be a doctor. I want to be a football player. I want to be... " We talked about who we want to be. But you think about how we actually make money, how we actually start businesses, it's not about who we want to be, it's about who we want to serve. It's like this little thing. And so instead of, with our kids asking them, what do you want to be when you grow up? What do you want to be when you grow up? Or asking the kids who just graduated from high school, what do you want to be someday, when you... After college, what do you want to be? I think to ask that question, what do I want to be, sends us on a wrong path. I want to be a dentist. Okay well, how do you be a dentist? Well, you got to go to school here, and you got to go to school here. And then, when all that's said and done, then you become a dentist. And then, you get your dental degree. Now, you're able to clean people's teeth. And then, cool, now, you can clean people's teeth, the question is, who do you serve? And you're like, I don't even know, I'm a dentist, just everybody probably. And it just puts you on this long, long, long, long, long path that before you ever get to the real question, which is, who are you called to serve? I think we should start switching around like, well, who do you want to serve? Who are your people? Who's your tribe? Who's your whatever you want to call it. So looking at that standpoint, it changes everything. It changes how you start looking at this business and starts changing all the different things. And so, my question for you is you're starting this journey, wherever you are is not so much, what do you want to be when you grow up? And I've asked myself that a lot. But it's like, who do you want to serve when you grow up? Who is the group of people that you're the most passionate about? Who is that if you woke up every morning and be like, okay, this is the group I get to serve, it would change everything for you. And then, if you have that and you have that person, then you figure out like, what's your name for that group? Who are your people? Then, all the ideas start flowing easier. I think when I first got started in this business, and I talked about this a little bit in the Dotcom Secrets book, for those who have read it. If you haven't read the new updated version, by the way, please go get it. I promise it's worth getting the new updated one. But I talked about how I started my business. What I was focusing on, I was like, what do I want to create? I was like, I want to create this product and this product. Again, a question, a lot people chase down, but it puts you on a really weird path. I was like, well, I want to create a product that does this. Because I had this idea. I want to create a product that does this. So I started creating these different products. I thought that was the path, I started creating them, and I was selling them. And luckily, I was able to figure out the process, and I started making money. But it was by default, what I created, it attracted a certain audience. And because I didn't ask, who do I want to serve? I just said, what do I want to create? And I create this thing. And then by default, what I created attracted a certain type of people to me. It's like bait. I'm not a fisher, but I went fishing one time. And I remember it was like different bait. If I want to catch... I don't even know the names of the fish, so embarrassing. If I want to catch a big fish, I want to catch a trout or a salmon or whatever, there's different bait. And the bait you throw out, attracts different fish to you. I have no idea if that analogy is actually true, maybe I just made it up. But I think it is. And if not, you guys get the gist. Right? Same thing, the bait you put out into the world attracts different people. And so, because I led with, what's the bait I want to create? What's the idea I have? What's the bait? I started doing that. I started throwing this bait out, not knowing what it's going to attract. And all of a sudden, it's like, "Oh my gosh, it attracted trout." And then, I'm like, "Oh, I actually hate trout or I hate salmon," or whatever your version of that. In the Dotcom Secrets book, I talk about that, how I woke up one day and I was laying in bed and I was like, I wish I had a boss, so that he could fire me because this is miserable. Like, I am not enjoying this experience at all. It was such a bad thing. And so, if you remember the default, what I should do, is I shifted away from what do I want to create? To, who do I want to serve? Who is my dream customer? I wish I would have led with that. I never did. And most people don't. We lead with, what do I want to be when I grow up? What do I want to create? Here's an idea hat. And all those things sent you on a path, but it's not a direct path. The direct path is who do I want to serve, then go find those people and figure out what they actually need, and how they want to be served. Because you come in with a product that people don't actually want, no one's going to buy it. And then, it doesn't work for you. And you're frustrated like, "Oh, this business thing doesn't work. Oh my grade, it didn't work." You don't need to have great ideas. This business is not about being super, hyper creative. That's not going to help you as much as you think it will. Like, "Oh Russell, you're so creative." No, no, no. I'm not that creative. I'm just really good at knowing exactly who I'm serving, and I pay close attention to what they want. That's it, pay attention. That's what the podcast episodes come from. That's where the books come from. That's where the software comes from. All those things are just coming back to, who is my dream customer? Who am I called to serve? And then, how do I serve them? What do they want? Wheat do they need? I pay attention. And then, that's what we create, that's what we go and do. So I want you guys to understand that, because again, I think so many times we look at it wrong. I think instead of asking our kids, what do you want to be when you grow up? We should ask our kids, who do you want to serve when you grow up? Who are the people that get you pumped up? And I just recently finished the Phil Knight's book, Shoe Dog. His people were athletes. He loved athletes. He was an athlete. He wanted to serve athletes. And if you haven't read Shoe Dog yet, by the end of the book, it's really cool. He starts... it might be the epilogue. I was listening to the audio books, I'm not sure... Anyway, but at the end of the book, he starts telling these stories about dinner with Michael Jordan and this guy, and this guy, all these athletes. It's like, he served his athletes at the highest level to the point where the who's who of athletes had him at their weddings, had him at their funerals, had him at all these different things. Because he figured out who he's going to serve, and then, he focused on that. And he built a shoe company and a clothing line and all these things, because he knew exactly who he was serving and how to make the product better than anybody else. I think for you guys, if you come back the same foundational things, like who are you called to serve? Not, what I want to do when I grow up? Not, Oh, I had this idea for a product or, oh, what should I create? It's, no, who do I want to serve? And then, if you come with that in sincere heart, they will tell you, you will see it. Especially online, like you see it in the Facebook posts, the positive and negative. I see it in the comments. Every time I post a podcast, I see the comments, and where I see the lack of comments. I post some episodes, but nobody responds. I'm like, I guess that's not what they needed. Other ones blow up, I'm like, Okay, people like that, I should go deeper on that, let me share more things. I'm using this community texting app where I text out the audience. And I can see what things get response, what things don't. And I pay attention. It's funny, those who have seen me using this texting app. It's a texting platform. It's pretty cool. In fact, let me pause for a moment to insert a tiny around to make sure you are on this texting platform. When I come back, I'll tell you the cool thing I'm doing with it. So as you see, you guys have a chance to text me. And then, the message come to my personal phone, which is pretty cool. And at first, the first week, I was doing really good at answering every message. And then it blew up and it's getting thousands and thousands of people, and I can't keep up. But I do spend about anywhere from 15 to 30 minutes a day, answering as many questions as I can, which has been really fun. So I may be personally answering your question. Hopefully, I will have a chance to. But the cooler thing is that every time I send a message, I can see the responses to that message. And so, every day I look at the day before, I look at the message I sent. And I scroll through and I see what things hit chords, what things people are looking for, things people are complaining about. And it's my market research daily. I get a daily text message from all my dream customers telling me what they want, what they don't want. And even if I don't respond to them all, I read them. And so again, I have my pulse, I feel the pulse of the market. So many times, I get hit inside the ClickFunnels team as well. I think I drive them crazy because they're all planners. They want to plan what's happening, and what emails are going out, the sequences, all sorts of stuff. And I'm like, you don't understand, if we plan ahead of time, we miss the pulse of the market. Everybody asks me, "What's the plans for next year?" The plans for next year is to feel the pulse of the market, see what they want and serve them. That's where we're going. It's not like, "Okay, well, Q2, we're going to do this, Q5, we're going to do this Q 10, next year, we're going to do. It's like, no, no, no, no, pay attention to the market and let them tell you what you do. Yeah, so I drive them crazy because we'll do a campaign and they're like, "Okay, we have 12 emails. Let's try these 12 emails." I'm like, "You can't write them right now." I'm like, "Why not? Let's get ahead of it." I'm like, "Because we have to feel the pulse of the market. What are they saying to us? We need to be shifting our message based on what's happening, with the feedback, the response." If we're not doing that, we're not truly serving our audience. We're trying to write an email sequence. We're trying to create a product. We're trying to do a webinar. I'm like, "No, no, no, no, no, no. That's not how this game works." Hey, if you want to be good at this game, it's coming back to the foundation. Who's your dream customer? How can I serve them? Paying attention, watching, listening, and they'll tell you everything they want, which is pretty cool. So I hope that helps, hope that helps shift some of you guys who are struggling. Again for me, I struggled my first five or six years in this business because I was chasing the product or the idea I had, as opposed to the customers I want to serve. And it was crazy for me. And you guys probably heard this part of the story, but when I shifted that, I said, "Okay, no longer am I going to create products that are my good ideas and sell them. I'm going to figure who's my dream customer and figure out what they would want." And I made that mental shift and it was like, what could we create? And the very first product we created was my book, 108 Split Test Winners, which some of you guys have a copy of that book. And what's crazy about that is, I was so scared to create the book. Because I knew that my existing audience, the people who I was serving, I didn't love them. I knew they wouldn't want to buy that book. They weren't going to buy it. And I even tried, I put the book up, I sent email out to my existing customers and none of them came. I sold a few copies. I was like, okay, that sucks, this is my best material. This is stuff that people would die for. And they weren't interested. And I realized that I was serving the wrong customer. And so, what was cool, is that this new thing I created, I created for my dream customer, for the person I wanted to get into my world. I launched it. I put it out there. I started buying ads to it. And then, guess what eventually happened? My dream customers, they heard my voice, and they came to me. And that's how we built the list. And then from there, we built ClickFunnels. And from there, we built the Funnel Hacking Movement And my funnel hackers and everything else we've done. But it all started with, who do we want to serve? And then, what bait do we create to attract that person? And that's how we changed the game. So at least, changed it for me. And if you listen to this, probably for you as well. So hope this helps, hope you enjoy this. If you guys got anything that from this episode, please take a screenshot on your phone, post it on social, tag me on it. And tell me your biggest takeaway. I love to read those. I see them. I read them. And you'll see me, I usually like them, if I see them. Anyway, I appreciate that. Thanks you guys for everything and I'll talk to you guys, all, again soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently I was asked by Rachel Pedersen what my favorite books are and why. So I wanted to share three that I’m loving right now. On this episode, Russell gives you his top 3 book recommendations and explains why they are so important to him during the phase of life that he’s in right now. ---Transcript--- What's up everybody. This is Russell Brunson, welcome back to The Marketing Secrets podcast. Today I'm going to drop on you some of my favorite books that I'm reading right now. Hey, everybody hope you guys are doing awesome. So we're getting closer and closer to Halloween, depending when you're listening to this. Halloween was my favorite holiday for basically my entire life. I went trick-or-treating until I was 21 years old. And those who are like, "Wait Russell, weren't you on a mission when you were at 19 and 20? And the answer is yes, and yes, I dressed up as a Mormon missionary going door-to-door, because I already had the costume on. I got free candy. It was awesome. Oh, it was the good old days. Anyway, I love trick-or-treating. I love Halloween, love everything. In fact, when my kids were born, I was like, "This is the greatest thing in the world. Halloween was amazing before, it's even more amazing now." And went trick-or-treating every single year until about three years ago. Three years ago was when I bought my Batman suit. We launched Expert Secrets, our affiliate prize was to give away these Batman and Iron Man suits. I got my own custom-fitted, it was so cool. And I was so excited because that Halloween I was going to be Batman, legit Batman. And I was going to put on the suit and I was just so excited for it. And I remember it was a long day at the office, I got home as quick as I could, and I was trying to… oh, and the kids had wrestling practice. We got wrestling practice and come back. And kids gets home and I'm getting them all ready, giving them dinner, because I have to race back to the office to get the Batman suit on, which is an hour long project to get that suit on. I'm so excited. Feeding the kids, about to race back to the office and all of a sudden doorbell rings. And I go to the door and it's one of Ellie's friends. And friend's like, "Hey, is Ellie here?" I'm like, "Yeah, but what are you doing here?" She's like, "I'm coming to go trick-or-treating with Ellie." I was like, "What?" I'm like "I trick-or-treat with my kids." Ellie runs over, "Oh, bye Dad, I’m heading out.” I'm like, "No, you can't." And Collette is like, "Why not?" Because this is my holiday, you can't take my daughter trick-or-treating. And Ellie took off with her friends, she was gone. And a few minutes later the boys got calls from their friends and they're like, "We're going, we're going trick-or-treating." And they took off. And I remember, I wasn't ready for it. I don't know, it's like the kids leaving home, only worse. I wasn't ready for it. And I remember they were all gone and it was Aiden and Norah. Norah was tiny at the time, she was maybe two at the time. And so I didn't get my Batman suit on. We go out to the car and got Norah's suit and everything and put her in the car seat. By the time we got in the car she passed out and she was out cold. And so it was Aiden, me and Collette. So we drove to this neighborhood. Aiden got out with Collette, started trick-or-treating, and I passed out in the car. And that was the saddest day of my life. I miss Halloween. Anyway, I come to grips with it now. My kids are awesome. They can have friends. It was just, I wasn't ready for it. You know what I mean? You're planning your kids are going to leave the house someday, and then all of a sudden they just leave, without any preparation. Anyway, so Halloween was my favorite holiday until that year. And now my favorite holiday is 4th of July, because I spend more money on 4th of July than any sane human. And so because of that, everybody comes to me. And I'm doing that to compensate for Halloween being stolen from me by kids. Anyway, that's how I really feel. I'm just joking. Anyway, that's a true story. So 4th of July is my new favorite holiday, but it always was Halloween. And so as Halloween gets closer, I still get excited. I'm not going to lie, I love the leaves falling and the seasons changing and pumpkins and candy and just all the things. So anyway, one of our family traditions is every year for Halloween we go to Albion, Idaho, where there's this old college campus. It's in early 1900s, there was a thriving college here. In 19, I don't know, 1920 or something, it went out of business. So it's been vacant for 100 years. And a couple of years back, this family bought it and they renovate the whole thing and turn it into, one of the dorms they turned into a bed and breakfast. And then the rest of it, they turned to haunted houses. There's a zombie house, a clown house, and it's these old creepy buildings from the early 1900s. And anyway, it's insane. So we go every year. This year we took two of our friends, Rachel Peterson and her husband, Paul, and they came with us, which was really, really fun. So anyway, on the trip down, Rachel asked me, says, "What are your favorite books you're reading right now?" Everyone time someone asks me that question about books, I always freeze, because there's so many. I'm obsessed with books. I have more books than anybody I know. And I buy them every day and tons more. And I don't read most of the books, I listen to most with audio. But I buy the physical book too, because I like having physical books. Anyway, all sorts of turmoil. I sat there like a deer in headlights thinking. I kept thinking and thinking and I realized right now ... And it's tough, because you know how it is, different seasons of your life there's different books and all those kinds of things. So anyway, I'm in a season of my life I'm actually really excited for. I'm preparing, not really, I'm mentally thinking about my next book. I think I told you guys before, my next book. I bought the domain bootstrap.com. So the book's going to be called Bootstrapped, and it's going to be the ClickFunnels story, how we did it. It's going to be different, because all my other books have been how-to books, right? How to get traffic, how to build a funnel, how to write copy, things like that. But this book's not going to be how-to, this is the story of it. And so I've been obsessed, listening to books about companies and people telling their story about how they built the company. And so I've been listening to a lot of those lately just to understand how to write that way and how to tell stories that way that's different, right? It's different than how I've typically done things. So for me to be able to write this book, I'd have to change my skillset. And this hopefully is a side lesson for everyone. A lot of times when we have to do the thing we want to do, we have to learn something completely different, right? A lot of you guys, if you were a business before and you come into our world, you're like, "Oh my gosh, business is different online." We have to change how we think. And so for me it's the same way. For me to write this next book, I have to learn how to write differently. And I understand that and respect that. I'm paying attention to it, I'm trying to learn it. So anyway, so I've been listening to a lot of books about companies, about their stories, because I want to hear how people tell their stories. And so my three books I want to recommend to you today are all books about people with companies. And they're good for a couple reasons. Number one, they're fascinating books. Number two, they're really good storytellers. The way they tell their story was fascinating, where I was sucked into the book and I couldn't stop. In fact, two of these books I've listened to twice, and one I will probably listen to again. I just finished it yesterday, so that's why I haven't listened to it twice yet. That's rare for me. I don't normally read things twice, because I have so many books coming in. But two of the three books I have already listened to twice, which is a testament of how good of a story that they actually are. So with that said, in no particular order, I'll give you my three books. Number one book. And this one I'm nervous to tell you guys about, because it's the dark side of entrepreneurship, okay? A lot of times you hear stories about, "Oh, here's how so-and-so built their company." And it's this positive thing and there's ups and downs and trials and tribulations. But for the most part it's a positive experience, right? This is actually a book about a website called The Silk Road, which is a website that's on the dark web that sold illegal drugs. And so it's the negative side of entrepreneurship, but it's one of the best stories ever. So the book is called American Kingpin, okay? American Kingpin. And the premise of it is there was this kid, think he's 22, 23 year-old kid, he's libertarian and he felt that people should, if they want to do drugs, they should be able to do drugs. If they want to do it themselves they should be able to do it, right? And so he talks about that a little bit, and then he had this idea for a website where it's the type of site where people can come and buy and sell drugs on the dark web and he'd take a commission of every single sale that happened, right? And so that was this idea. Now the problem is that he didn't know how to code and it was illegal to make what he's trying to make, so he couldn't go hire coders on Script-Lance or oDesk like we would, it's illegal. So he had to teach himself coding. Then he started building the site. And it's crazy. I don't want to ruin the story, but it is amazing. He basically ends up building this empire. And he had every government agency coming trying to take him down, from DEA, FDA, FTC, all of them were trying to come and get him and none of them could figure out who he was. And so the story is just so fascinating. The way it's told, oh, it's so good. And one of my favorite parts is there's a scene where he's in downtown San Francisco, he's walking around, he's looking at all of the tech buildings, right? These huge companies worth billions and billions of dollars. And he's walking around by himself with a backpack on looking at these buildings and realizing that his company was worth more than any of these buildings, but if he told anybody about it, he'd have to go to jail. How cool is that? Even though everything he was doing was illegal, he was still an entrepreneur, went through the same trials and problems and ups and downs that we have to go through. And so I love this book. It was amazing. It's called American Kingpin. And it is the first one that I wanted to recommend. Also, the writer who wrote it is ... I literally, I tried to message him like, "Hey, would you want to write my book for me? Because you are such a good writer." At the end of the book, he tells about how he did it and talks about the tens of thousands of hours of research and all the papers and documents and court cases he had to go through to write this book. And he went on to say that on top of him just going and actually writing the book, he didn't just be like, oh… he looked at, what was the weather in San Francisco on that day? What was happening here? Happening here? When he's telling the scenes of the story, it was actually like what was really happening at the time. Oh, anyway, it's so good. I listened to it twice. I'll probably listen to it again, it's that good. I think they're going to make a movie out of it. Apparently there's a documentary made about it, but the documentary is horrible. Don't even watch the documentary about Silk Road. Just read the book, because it is insane and it's worth your time. So there's book number one. All right. Before I open up to book number two, I've got a secret message here about a cell phone number. And I want you guys all to text here in a few seconds. So I'm going to take a pause and do a really quick promo for the community, my texting community, and how you can get on it right now. All right. By the way, I'm having fun with the texting community. I've been sending out cool stuff every day, at least I think it's cool. Audio messages every morning, giving motivation ideas, inspiration. So if you're not on it yet, go and get in there. All right. Book number two. You guys ready for number two? Number two is a book called Lost and Founder. And this is a book by a guy named Rand Fishkin. And I love this book for a couple reasons. Rand started a company called SEOmoz, and he started about the same time I was getting started. So I had a chance to watch what he was doing. And Rand, I have so much respect for him. I think we both look at the world differently. I think he would disagree a lot of things I believe, I disagree with things he believe, from how to run businesses. But man, I have so much respect for him. And I remember watching, because I went the whole, bootstrapped, build a company through ads and funnels and things like that, and he went the other way of building a really good product and raise money and things like that. And it was interesting because looking at the outside, I never knew if I was right or if I was wrong, "Should we be taking out money? What should we be doing?" And in fact, in my book, Bootstrapped, there was this chance meeting where Rand actually came to Boise and spoke at an event. I showed up to the event. He told the story about Moz, how he took on money, his whole thing. And I remember listening to the story. In my head I'm like, "Okay, the next step for ClickFunnels is for us to take on money." And when he got done, normally I would leave something like that, I'm too introverted and shy, but one of my friends, BJ Wright, was there with me. He was like, "Let's go talk to Rand, let's go talk to him." I'm like, "Oh, okay." So BJ pulled us up there and BJ asked him, basically said, "Hey, you took on money, was it worth it? Tell us the real story." And Rand was very raw and honest and like, "No, it ruined everything." He went on, he's like, "I suffered depression." He's like, "I had to quit from CEO." He's like, "I don't even have my own car. I don't make that much money." And just going into the whole things. I remember when he got done telling me this whole thing, I remember getting in my car and voxing Todd and everybody on my team, "We are not taking on money no matter what it takes." He literally diverted me from taking on money. If it wasn't for him saying that, the next phase for ClickFunnels was to take on money. And so, because of that we didn't. And it was interesting, because publicly in his presentation, where he's telling the story about taking on money, but then privately, he literally told us don't do it. And I remember always thinking about that and wondering how he felt. And after he left Moz, a couple of years later he wrote a book called Lost and Founder. And Lost and Found founders is him telling a story. And in his book he explains the dangers of VC money at a level that I have never understood before. It was so clear and concise and oh, I'm so grateful for that book. Grateful for Rand, first off, for steering us in a different direction. But second off, the book is such a good illustration of why. And I hope you guys, especially my world, where we're talking about how do you go funnels, bootstrap things, man, that book was one of the best to show the opposite side of that, what happens when you do take on money and the scary side of business that a lot of us aren't aware of until it's too late. So Lost and Founders is book number two, super well written. Rand's an amazing writer, and just someone I have a ton of respect for. So that's book number two. All right. You guys ready for book number three? My third and final choice today is the book I finished last night, which is called Shoe Dog by Phil Knight. And a Shoe Dog is the story about Nike. And I've had so many people who told me to read this book over and over and over, and I kept fighting it, fighting it. And finally, it was actually interesting, Dean Graziosi told me I had to read it. And I was like, "Oh yeah, I've heard that by a lot of people." He said, "No, you need to read it for a different reason than everybody else." And I was like, "Why?" Dean and I talk about our kids a lot, and Dean and I both have children that we had butt heads with and struggled with sometimes. And he said that there's this part in Phil Knight's story where he had two children and he said that one of the kids he never could figure him out. It's like this puzzle, could never figure it out. And he always just struggled. Said his son would not wear Nike's. His son, whatever his dad wanted, he wanted to do the opposite and just, it was really hard. He said eventually, I think his son was 28 years old, he ended up passing away in a tragic accident. And one of the things he said in the book, he said, "Man, if I can do my life over again, I would've focused more energy on trying to understand the puzzle of my son". Oh, I'm getting emotional. Anyway, so that was the reason why ... After Dean told me that, he's like, You should read it, because I think for both of us ... " He's like, "We need to spend more time trying to understand our kids that we struggle with." And so I said, "Okay." And so I started to read the book and oh, so glad I did, for so many reasons. Number one, just helped me to understand that and put more focus on my kids, which I think is so important. And number two, it's just a fascinating story of the story of Nike. I didn't know all the story, how it happened and all the things he went through to make it possible. And anyway, it was such a good book, and I hope you guys have a chance to read that one as well. So there are my three books. Number one, American kingpin, number two, Lost and Founder, number three, Shoe Dog. All amazing books. Again, it's so hard to have a comprehensive list of all the amazing books in the world. But I thought three that are telling stories of companies, they will inspire you, they will motivate you to get you ready to build your company or give you ideas for the next steps in your company. And then also, how it relates to your life and your family and things like that. I think those books are amazing. Hope you enjoy them. With that said, I appreciate you guys all. Please, take a picture. If you enjoy this, take a picture of it, post it on Instagram or Facebook, wherever you post it, and then tell me your favorite books in the comments and tag me. And I'd love to hear what books you're reading so I can decide what to read next. Thanks everybody. And I'll talk to you soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

The missing step that most people forget, before you create a product or build a funnel. Over the weekend, my personal team’s funnel builder…Nick…and I launched a funnel at the spur of the moment just because we thought it would be fun. It’s from an idea I’ve had for 8 years and it’s just been sitting on my hard drive. The funnel was literally hatched, built, and launched in 2 days. And already we’ve had a bunch of sales! Now here’s the crucial part. This is the place where many entrepreneurs mess up. They spend a ton of time…weeks, months, even YEARS…developing and creating something, only to find out that when they launch it, nobody buys. Nobody wants what they have. And that’s because they didn’t ask themselves this ONE CRITICAL QUESTION… The one question that will tell you whether you should spend the time creating a product, service, or offer, or you should pass on the project. If you want to save yourself a ton of time, frustration, and stress, then tune in to this episode of Marketing Secrets to find out what the question is and WHY it’s so important to your entire business. ---Transcript--- What's up everybody, this is Russell Brunson. Welcome back to the Marketing Secrets Podcast. I want to teach you a trick today to make sure that every campaign and every funnel you build, always wins. All right, everybody so I wanted to do this episode because I was bored this weekend, not really bored, I'm never bored, we’ve got a lot of stuff going on, but Friday we were about to leave the office and then one of the guys on my team, Nick Sanders, was like, "Hey, do we have any fun project you want to do on the side that'd be kind of fun?" I was like, "What is a fun project that we have on the side that we can just do real quick?" And he's like, "I got some time this weekend, I'd love to just bust something out". I'm like, "Okay." We started thinking back and I remembered that eight years ago, I had this idea for a site called T-shirt smackdown. And the concept was picking two competing concepts or philosophies or whatever, and make a t-shirt for each one and let people vote with their wallets. So, they come to the site and they're like, "Oh, I want this one to win." So they buy the t-shirt to make sure that that one wins, right? And so, I remember I designed this... the site we had designed eight years ago because... So funny, because it was back when Obama was running against Romney. And so, in fact, the initial PSD files we found had the Obama versus Romney thing, and so it was kind of fun. Anyway we found those PSD files and were like, "Dude, let's make this." So, he took it and he got it all working inside ClickFunnels, and spent his whole weekend doing that. Obviously, the elections are coming up right now so I was like, "Let's do some Biden/Trump shirts." And so we got designers to go and design the t-shirts and all sorts of stuff. And, anyway, it's just been this really fun project that we put together, literally in no time. It's crazy, it's been sitting on my hard drive for eight years now. I can't believe I found the PSD files. It looked so cool. In fact, if you want to see it in action, but I'm not sure when this podcast episode will drop, my guess is hopefully the site will be live by then, but it's tshirtsmackdown.com, so you can go see it there. Anyway, so the concept is we picked two different shirts to compete. When the movie Twilight came out, we could have done like Edward versus Joseph, or during The Bachelor season, it could be this person versus that person, or whatever. You pick two competing things, you put them out there and you let the communities of the things all go and vote on it. And so, with this one, we're like less than a month before the election, everyone's really angry about both sides like, "We should capitalize on this as capitalists do." And so, we put this together. And so, Jake on our team went and got a whole bunch of really cool t-shirt designs that he made some for Trump, some for Biden, and we threw it up on the site and... Anyway, they've been killing themselves and it's almost ready to go. So we're excited. It's going to go live. And again, all you guys should go pick your favorite. Go to tshirtsmackdown.com buy which shirt you want to prove... To vote with your wallet. But anyway, I'm telling you this because a lot of times, we have an idea for something. And you're like, "Man, do I spend the time and energy doing this? I have no idea. It's going to take me all this time and I have no idea if it's going to work or not." And all this fear. The reason why I'm able to do crazy things like this without any fear is before I said yes, before we started the process, the first question that we asked was, "If we do this thing, where are we going to get the traffic for it?" That was the question. And if I don't know the answer to that question, then the answer's always no, we're not doing this thing. I have to know that first. And so, that was the first question like, "Where do we get traffic?" And I was like, "Okay well, to get traffic for this means we need a conservative Republican people and we need liberal Democrat people." So, I'm like, "Where do we find these people?" Okay, there's email lists so we can write here, here and here. And then there's email lists we can write here, here and here. Then here's these Facebook pages we can target. Here's the liberal, here's the conservative, here's the... and so we really quickly, as quick as we could, found as many different variations as we could of both sides to know where you get traffic. So, very quickly okay, boom, here's the traffic. I think conservatively we probably said 10,000 to 20,000 clicks in a three to four day period of time, which is how long one of these smackdowns probably end up lasting. And so, "Okay, let's do it." Right. And so now, Nick and Jake and Jamie, have been working on the site on their free hours, after hours and the weekends and stuff. While they're doing that, I just went and texted all these people, "Hey, can I run add your list?" Yes. Can I run run add your list?" Yes. How much does it cost? Okay I want this date? I want this much." And within, I don't know, within 12 minutes, 10 minutes, maybe I had enough traffic lined up to get about somewhere between probably 10,000 to 15,000 clicks, half on the conservative side, half on the liberal side. And so now when the live site flied, I clicked a button and that fast sales will start coming in. So I want to share with you guys, number one because I want to show off and brag about my fun little idea that we had eight years ago that we're finally actually executing on, but number two is for you guys to start thinking about this. That's one of the biggest things people have is spend so much time and energy and effort on their idea and their thought, and then they go and they build their sales message and they build their funnel, and then they're like, "Where do we get traffic?" And that should have been the first question. Not the last. I remember... Man this is pre-ClickFunnels, no, it wasn't pre-Click, it was right when ClickFunnels first came out actually. So maybe about five years probably. I was in London and I spoke at this really cool event. And afterwards, my wife and kids were still gallivanting around London while I was finishing my speaking things. So I sat in the hallway and talked for two or three hours to all the people there, which was really fun. Definitely intimidating as an introvert, but it was still good. Talked to everybody and they ask those questions. I still remember one person asked me this question that I'd never answered before. No one had ever asked me before, but he asked the question he said, "Man, you've been doing this so long, how do you know that something's going to be successful before you do it now?" And I started thinking and he was right, I do know. I haven't failed at this game in a long time. I failed a lot initially and I failed more than you've tried, I guarantee that. Hundreds of times we launched funnels that did not actually work. And I would say in the last five or six years, pretty much all of them have worked. And so the question was like, "What do you do differently? What do you know? What's the answer?" And before I give you that answer, I'm going to catch a really quick sponsor from myself and I'll be right back to answer it here in a second. Okay. You text me at Community, come on let's just do it. Anyway. All right, so let me answer the question. The question goes like, "How do you know the funnel is going to be successful before you build the funnel out?" And the answer I told him is, the first time someone ever asked me that, first time I ever answered, I told him, I said, "Hey, the reason why I do this is because I find the traffic source first. I don't go and create a product that I want to create, I'll go and take my best idea, I go and find the traffic source first and figure how much the traffic is going to cost, what does it looked like. I figure things out, and then the question I ask myself, "Okay, here's the traffic, here's the market, what does the market actually want?" And then I started brainstorming ideas. That way when the idea is done and the sales message is done and the funnel is done, I know the traffic so I just click a button and traffic shows up. And so, while you're thinking about that, as you're building your businesses where you are, in any spot you are right now, they just imagine like as soon as your thing is done where's the traffic going to come from? Where's that place? Do you have it already? Do you know where it is? If not stop everything and just go figure that out. Go figure out where is the traffic going to come from before you spend all the time and the effort and energy trying to figure out what you're going to create. And honestly, when you figure out what the traffic's at and you figure out how in the world to get access to this traffic, what's it going to take? Who do I need to get to know? Who's the person that's going to sell me the ads? How much does it cost? All these things you're going to start figuring out at that time. Then when you find that traffic source and the best things to do, like let's say it's email traffic you're going to rely on, get on that email list and get all the emails come in, and then that way, as you see the emails like, "Oh, I see this offer and this offer. Here's all the offers that are being sent out to this group of people now I know what this kind of person is responding to," Or if you're following them on Facebook pages and you start seeing your everybody's adds you're like, "Oh, now I know what this type of person is looking for. What kind of offers are working," it'll stimulate the ideas for the offers and the products that you actually want to create. So that's the key guys. That's what we help understand is that a lot of times, most of us do it backwards instead of doing it backwards, the first goal should be where's the traffic? Where's the traffic at now so I can go find it and then go and figure out your product, figure out your funnel, figure out your sales message. Find the traffic first. If you haven't yet, I'd highly recommend reading the Traffic Secrets book. I talk a lot about this. In the first phase for me how I find the traffic is going through the Dream 100. In fact, it's crazy in our 2 Comma Club X Coaching Program. It's 25,000 a year coaching program. People come in and I think everyone thinks I'm going to give them some magic sauce that I've never talked about before. And module number one, literally I force them to actually build out their dream 100 list. They be like, "Why? I thought I was here to make money." Exactly. Right now, our job is to figure out who are the people who already have your traffic. Where are they at? The better I understand that person, that group, the more successful I'm going to be because now I know what are all the other offers they're going out there. Who's controlling the traffic. How do I get to know them? Can I buy my way in? Can I work my way in? All the other things. And so, anyway, that's the one I shared yesterday, just looking at things a little differently. We were able to launch the site. My guys spent the weekend plowing through, getting it done, getting the designs, getting the program and getting it all into ClickFunnels and everything. And then I spent 12 minutes texting the people who I know have the traffic and now we're ready to rock and roll. And that's how the game was played. It was fun. For the T-shirts smackdown is every week, we're going to have a new smackdown. And so right now the smackdown is... next two or three weeks is going to be the politics. And after that guess what's going to be? I don't know yet, but I know I'm going to know where the traffic's at before I go in and do the thing. I'm going to go say, "Where's the traffic at for... " Let's say it's some movie coming out. Or maybe it's the finalists on The Bachelor, maybe it's who knows. I'm going to go and find the traffic first, like where I'll actually get that traffic from before we design the t-shirt, before we get the thing created, otherwise it's just going to be a waste of time, energy, and money. And that's how we play the game. All right. Hope that helps you guys. I appreciate you all. If you got any value from this episode, please take a snapshot, post it on your social profiles and tag me in it and let me know your biggest takeaway. It would mean the world to me. I read every one of them and I'll definitely read yours as well. Thanks so much guys, and I'll talk to you all soon. Bye everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices

If you’re going to do something, you might as well be the best at it. This past week I spoke at a Tony Robbins and Dean Graziosi mastermind event, which was super cool. My wife and I flew to the event in Florida and we stayed at this nice resort. And while we were there, we decided to book some massages. My first massage was just terrible. I couldn’t put my finger on it, but to be honest, I couldn’t wait to get off the massage table. In fact, I didn’t even want to go back for the massage I had booked for the following day.  But…it was already paid for so I bit the bullet, even though I was dreading it. When I got to the massage room, it was a different massage therapist… And one of the best massages I EVER had! AMAZING. And I started thinking about the difference between someone who was ‘average’ at what they do… And someone who was EXTRAORDINARY…an ARTIST…the BEST at what they do. So my question for you is, “Do you want to be just ‘average’ or do you want to be THE BEST at what you do?” Check out this episode of Marketing Secrets to discover how YOU can be the BEST at what you do AND give someone an AMAZING experience. ---Transcript--- What's up, everybody? This is Russell Brunson and welcome back to the Marketing Secrets podcast. As always, grateful that you are here, grateful we're hanging out and excited to share with you guys something that I think will be helpful in your career, in your life, in your marriage, in your family and everything you do. With that said, let's cue the theme song, and I'll be back in a second. All right. Last weekend was insane. I don't know if I told you this yet. I probably haven't gotten too deep. But I had a chance to go speak at Dean Graziosi's and Tony Robbins event at Tony's studio, which he built this huge studio when COVID hit where you can come in this Zoom room where it's this huge stadium wrapped in Zoom walls. It was crazy. If you follow me on Instagram, you saw the pictures. But anyway, it was really, really special and really fun. And we actually flew there in Tony's private plane, which was crazy. We had a chance to go to his house and it was a really special weekend. But without telling you too much of that, and I wish I could go deeper, so many crazy experience. I could do a three-day call, just talking about all the ahas and takeaways from that. But I will drip them out to you throughout the next few episodes. But there's one thing that was interesting. We decided when we were there, we were there for six days, which was kind of cool. We had a chance to hang out with some really cool people and just relax and take a break a little bit. And at the hotel there's a spa, so like, "Let's go get massages." We signed up for massages two different days. And obviously now with COVID, there's weirdness. Not in Boise. I love Idaho. Idaho is different. But in Florida, where we're at, they have different rules, right? You had to wear face masks more often and all sorts of stuff. We go to get our first massage and I get in there and it was only a 60 minute massage, because that's all they had time for that day or whatever. And the masseuse comes out and she puts on plastic gloves, which was kind of weird. I'm not going to lie, it wasn't my favorite, but I'm like, "Ah, whatever." I'm getting a massage and it was not my favorite massage, partially it was because ... Anyway, there are a lot of reasons why. As I was getting a massage, I was annoyed. I didn't like it. It wouldn't feel good. It was just like ... She was technically giving me a massage, but it was not a good massage. So much so, by the end of my 60 minutes ... Normally, I get a 90 minute massage. But by the end of my 60 minute massage, I just wanted it to be done. It was the longest 60 minutes of my life. I was miserable. I didn't have a good time. And I was even thinking, "I think I hate massages. Maybe I've changed. Maybe I don't like massages anymore. Maybe ... " Whatever. Right? And I was so annoyed when I finally got done, I was like, "Oh, thank heavens it's over. Get me out of here." And I just left. I'm in this beautiful spot and all these amenities. I was like, "No, I'm done. I don't do massages anymore. I don't do spas." I just had a horrible experience. I'm like, "I'm never getting a massage again." And I remember after I got a massage later and then we met afterwards, and I was just like, "That was horrible. I don't ever want to get massage again." And she's like, "Well, we have one booked for tomorrow." I'm like, "I know." I'm like, "I don't really want to go. Should we cancel?" And anyway, it was interesting. The next day I go back, because you have a 24 hour cancellation period. I'm like, "Ah, I have to get a massage." I'm like, "I don't even like massages. This one's going to be 90 minutes. I'm going to be miserable. Ah, just get out of the whole thing." Right? I get there in kind of a bad attitude. And as we're talking to the masseuse and she's a different person and super nice. And we laid out to get massages and she starts massages me. The same thing, she has to wear the plastic gloves, which is kind of annoying, but whatever. Does the massage and this time it is a completely different experience. This person was an artist. It was amazing. It's crazy, because I spent the same amount of money on both massages. Right? And the first one, I wanted to die. I wanted to get off the table. I want to leave. Right? And this next person was insane. They were amazing. The 90 minutes was over and I was like, "Are you kidding me? I want to give you some more money. I just want to flip back over and keep doing this back and forth all day till you're off shift or whatever." It was amazing. And I remember laying there thinking about how just 24 hours earlier, I had a massage from a person, same spots, same everything and how I hated it. And this one was amazing. I could've paid anything to continue this experience longer. And I started thinking about this. Right? Both of these people would consider themselves masseuses. Right? Both of them got paid the same amount money to do the job. But one was an artist. One was great at what they do. And one just did the thing. Right? And I started thinking about my life. Everything I've done, I've tried ... I don't know. I always want to be the best. I remember when I was wrestling, I bought this VHS tape, pre-DVDs. And it was the story about Tom and Terry Brands, who are twin brothers who are wrestlers at Iowa. And I remember the movie started with ... First, Tom Brand's comes on, he says, "My name's Tom Brands. My goal is simple. I want to be the best wrestler in the world." And the next one came up. "My name's Terry Brands. My goal is simple. I want to be the best wrestler in the whole world." And then that's how it starts. And boom, it goes into their training montage and stuff. And I was just like, "Yes." I remember thinking all the time, "My name's Russell Brunson. I want to be the greatest wrestler in the world." Right? And so, because I didn't want to be a good wrestler. I didn't want to be like, okay. I wanted to be the best in the world. And obviously, I never got there, but that was my belief. And so, because of that I got way further than I probably ever should have gotten based on my skill and talent level. Right? I was a state champ. I was an All-American. I took second in the nation in high school, went to college. I was ranked the top 10 in college. Never placed NCA. But, I had a good career. And when I switched to business, it was the same thing. When I got into business, I wasn't just like, "I want to make money." I was like, "I want to be the greatest marketer that's ever lived. If I'm doing this job anywhere, I might as well be amazing at it." Right? And I was just thinking about that so much during this massage, I'm just like, "Both these people have the same job title, but one's amazing. And one's eh." And I think about, for all of us, ... Like with my kids, I'm like, "I don't care what you guys do. I don't care what you want to be when you grow up. But don't just be okay, be the best in the world. How do you become amazing? Not just good, but amazing. What do you have to do different?" I don't know. I don't know how to teach that exactly, more so than just helping you guys want that and desire it. Don't be the crappy masseuse. I think about funnel building. Right? There's tons of people out there teaching funnel building and doing funnel building. You could hire someone and you see people that hire someone and they get a funnel and the funnel sucks. It's just like, you're a funnel builder, become the best in the world. Obsess about. Obsess about design, and copy, and all these things so that when you build someone a funnel, you hand it to them, it should be art. They should be blown away by it. Just the second masseuse, I was blown away. That's the experience you want to give someone. If you can't give someone that experience yet, you need to geek out more. You got to go deeper. You got to become better. Right? Become the best in the world at your art, at your craft, whatever it is. Right? If I was a dentist, I'd be like, "Okay, there's dentists. But there's amazing dentists." There's chiropractic. I don't want to be a good chiropractor. I want to be the best in the world. And there's tiers. There's levels. You see it in every industry. Right? Every industry. I was talking to one of my buddies who's one of the top doctors. He's a certain type of doctor, one of the best in the world. And I was asking about that and he told me, he's like, "If you ever get sick here in Idaho," he's like, "Tell me ahead of time and I'll tell you which doctors to go to." I was like, "Is there really that big of a difference?" He's like, "You have no idea which doctor got a D in their class, which one got an A." Right? "There's definitely a difference. Just because they have a degree does not mean they're the same thing." "If you have someone cutting you open, who do you want? The person who's okay, or the best in the world?" And so, I think there's a couple of things. Number one, it's like, when you're trying to hire someone to do something, don't look for someone who's okay. Go find people who are the best in the world. You know what I mean? Spend the extra money, spend the extra time. Find the best in the world. If you're looking for employees, don't find people that are, "Eh, they're okay." Find the best in the world. Right? And then for you is, don't be okay with, "Oh, I'm okay. I'm good." Don't do that. Be the best in the world. It's not that much harder. Right? I mean, it's going to take more time and effort and energy. But man, when you become the best in the world, people will travel from everywhere to come to you. They'll spend more to get to you. They will do everything, because ... Like right now, I would have paid the second masseuse 10 times what I paid the first one, and happily done it. I would fly her to Boise once a month to give me a massage, that's how good it was. Right? And it's understanding that versus like, "Oh yeah, that was okay. That was good." I don't know, if you put that much love into your craft. Again, and I'm talking to a lot of you who were funnel builders, who are in agencies to find out. Man, put in the time. Don't give a client crap. Make sure you become the best in the world. Understanding all the pieces. How to make a funnel go from good to great? What's the differences, image size, colors, text, copy, video, storytelling, all the things. Don't just dabble, become obsessed. If you watch the way that I build a funnel with my team, I'm obsessive about it. They're like, "Man, you're spending so much time on the headline." I'm like, "Yeah, because that's the most important part." Right? They're like, "Man, you're spending so much time crafting the script in the video." And it's like, "Yes, because I want to be the best in the world. I don't want to be okay." And so, for you guys, I want you to just think into that, how do you become the best? Because if you do that, man, life is better. You'll serve more people. All these things ... Your experiences will increase. I didn't get to have a chance to go speak at Tony's event because I was a good funnel builder, because I had okay companies. It's because I've been obsessed with becoming the best. People who are in that same way, people obsessed with that kind of stuff, they recognize it and they respect it and they follow it. And so, if you want to be in good company with the right people, then obsess about that. Anyway, that's my calling to you guys today. I just want to share that, because it was on the top of my mind during that whole massage. I was just like, "Man, look at this different experience." Right? In everything of my life, I want to find the person who's the best, not the person who's good. Right? And then on the flip-side, I want to become the best. I don't want to be just good. This is for all of you guys. Just like I did when I heard the wrestling video, "My name's Tom Brands. I want to be the greatest wrestler in the world. My name's Terry Brands. I want to be the greatest wrestler in the world." My name's Russell Brunson. I want to be the greatest wrestler in the world. My name's Russell Brunson. I want to be the greatest marketer in the world. What is your thing? What is it that you want to be the greatest in the world at? What are you willing to put in the time, and the effort, and the stress, and the pressure, and the ups and the downs, and the pain to be able to become the best at? Okay? Because when this life is done and it wraps up and it's over, right? Do we want to leave it knowing like, "Man, I became the best at this thing. I loved it so much. I was so passionate about it. I cared enough to make myself the best." Maybe you'll never get it. I never became the best wrestler. But the journey of that meant everything to me. Right? It translated into so many good things in my life. I'm so grateful for every one of those experiences. I didn't become the best, but the pursuit of becoming the best is what gave me the life I have now. And I'm so grateful for it and I wouldn't trade that for anything. Pick what it is. What do you want to be the best in the world at? And then pursue it with your heart, with your soul, with everything you have. And if you do that, man, I promise you, your life will be richer. Your relationships will be fuller and you'll get access to people and things that you never dreamt were possible. With that said, I appreciate you all. If you got any value from this episode, please tag me in it on social so I can see it. Let me know in the comments. Love to hear back from you guys. With that said, thanks so much and I'll talk to you all again soon. Bye, everybody. Learn more about your ad choices. Visit megaphone.fm/adchoices