Fulfillment and Achievement: A Deep Dive of "Atlas Shrugged" with Josh Forti (3 of 5)

Make your next move with American Express Business Platinum.

You'll get five times membership rewards points on flights and prepaid hotels booked on amextravel.com.

Plus, enjoy access to the American Express Global Lounge Collection.

And with a welcome offer of 150,000 points, your business can soar to all new heights.

Terms apply. Learn more at americanexpress.com slash business dash platinum.

Amex Business Platinum. built for business by American Express.
Business taxes. We're stressing about all the time and all the money you spent on your taxes.
This is my bill? Now Business Taxes is a TurboTax small business expert who does your taxes for you and offers year-round advice at no additional cost so you can keep more money in your business. Now this is taxes.
Intuit TurboTax. Get an expert now on TurboTax.com slash business.
Only available with TurboTax Live full service. What's up, everybody? This is Russell.
Welcome back to the Marketing Secrets Podcast. We are coming back right now with part three of our Atlas Shrugged series.
Again, this is from an interview with me and Josh Forty back in 2020. After the very first time I read Atlas Shrugged, this was a fascinating five or six hour long interview.
Hopefully you had a chance to listen to hour number one, which we posted two weeks ago, and then hour number two last week, and now we are on hour number three this week. I hope you guys are enjoying this interview and it's getting you guys excited about all the things related to you as a prime mover, as a producer, and someone who's trying to change the world.
So with that said, I'm going to jump into part three of the episode on Alice Shrugged. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online.
This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast.
Okay, I want to circle back to one quick thing, and then we can move on. So the question I was trying to ask was, like, when you were like, hey, there's the technician, or there's the plumber, there's this, or there's that, or then there's the person that comes in and makes it rain.
Right. Like there's only a few people in an organization that like make it rain.
Right. Like you in, in ClickFunnels, you make it rain.
Like you're the one that like brings it in. And I'm sure there's other people like to a certain extent, but like you are that person.
And there's probably what you probably have, what a hundred, 200 people on the support team that don't actually make the company any money, but they do play a critical role in the sense of like the company couldn't function without them. Right.
And so like to those people there, how does somebody who like two part question, one, can you live your best life in a position like that? Like, can you be most alive and fulfilled and like, like live a great life doing something average like that? And number two, like, does that person need to go learn how to make it rain like does everybody need to be an entrepreneur does everybody need to be like you are so fast and you got this whole community of funnel hackers and like we're gonna go out and change the world and like we don't get we think differently we do it differently with all this stuff like does would it be good if the whole world thought that way or like do we need people that don't think that way um there's a time in life where i thought everyone should think that way i don't think I think some people are like, I have family members who love what they do and they're obsessed with the art. Like the art is what they do.
Like some people, like some, like I've had good masseuses and bad masseuses. Some masseuses, like that is their art.
You can tell you're just like, oh my gosh, like they're the best at their, their craft. Um, and I think that's okay.
I think what, if it brings fulfillment, like that's more important. Um, but if people aren't fulfilled, that's, that's the second question is like, well, if you're not fulfilled and why? Like, you know, and i think that's okay i think what if it brings fulfillment like that's more important um but if people aren't fulfilled that's that's the second question is like well if you're not fulfilled then why like you know and um i think one of the most powerful things myron golden um taught us fun acting live and he taught it to comical like a couple times uh he has something called the four levels of value and it's so fascinating because that's such a good yeah so the first level of value for those who haven't heard this before is uh and it talks about and he i'm gonna I'm going to not do his justice like Myron's a man.
One of the greatest speakers of all time. Go YouTube.
Actually, I don't even know if it's on YouTube. Anyway, yes.
But so bottom level is people work with their hands, right? And this is the hardest work. Like someone building, building, person's like actually building the building or typing, you know, doing support or like whatever the thing is like.
They're working with their hands. Like that's the lowest level of value, right? Like the most you make when you're, when you work your hands is maybe 50 60 70 000 you're like but you're tapped out you can't get higher than that now excuse me that's your calling and you're good at you love it like go all in like become the best in the world that thing and that's totally cool but you're not but like you cap out on salary you can't make more money at a certain point because that's what the value of of that tier value the next tier value then if you move up one tier is right? Someone who can manage all of the workers, right? And there's people who, like one of the big mistakes we made inside of ClickFunnels, we took the people inside of our team who were the best workers and we upgraded them out into management.
And they were horrible managers. They're amazing workers moving into management.
They were managers. Like this is a different mindset.
And so it's like, they can go learn that, but that's not where they were, that's not where they were where they were gifted right and a lot of times it was irreparable we couldn't move them back down because in their mind like oh i'm a manager now it's like no i think you know one of the things we learned is like someone can work that i'd be a worker and make more money than the manager right because just because sometimes their skill set like like programmers and developers like getting an amazing programmer to to code something is a lot of times worth more than the managers manage that person. But, but in most businesses, most organizations manage this next year, right? Cause you make more money as a manager because you're managing a lot of, excuse me, a lot of workers as opposed to one.
And then you go to the next tier value and it's like the communicators, right? People learn how to talk and to sell. Like that's the next thing.
You make more selling and you managing and you typically make more managing than you actually doing the thing. And not everyone's going to be great salespeople.
Like it's a it's a teachable skill i think you may have seen my early videos like anyone thinks this is a gift that i was born with it is not it's something that's been developed guys you should go look at russell's old videos they are so amazing they are the worst ever yeah when i was your age i was i would not have been able to do this like it's it's crazy um and so that tier is the communicators, and the top tier are the visionaries. Like, imagining.
Like, you're using your brain to make money. So you're using your brain, your mouth, your management skills, or your hands.
Like, those are the four tiers of value. And so I think wherever you fit in there, it's like, that's cool.
Like, we need people all the tiers. But, like, I did a podcast about this the other day.
I'm like, if you're going to be – whatever you're going to be at, like, don't just be a person doing it, become the best of the world. Um, like we were in, uh, Oh, spoke at Tony's event and, uh, we're in hotel and it was kind of weird because there's a spot where I all excited to get massages, but it's also COVID right now.
So like the masseuses have masks on, they have plastic gloves. It was like, it was weird.
And I got my very first massage. We said they, uh, they paid for some massage, but two massages.
So I was like, it'd be fun. First massage was so bad.
I was like, I never want to get massaged again ever. Like it was just, it was so bad.
And I'm sitting there on the table. It was only an hour long massage.
By the time it was done, I was like, I want to get out of here. Like, this is just weird and horrible.
I did not enjoy it. And I'm a massage person.
Yeah. I love massage.
Yeah. And I was like, the point like, I'd never want to massage again, but they'd already booked us for the next day for the second one.
And I was annoyed. I went to the second one and same thing.
She's got plastic gloves on that we have to do in the mask and it's kind of like i don't want to be here and then she puts your hands on me and it's just like it was art like it was different and i was like both of them are doing the same job right but somebody's like i want to be the best in the world versus like i'm just doing the thing you see that in every every area of life you look at chiropractors there's chiropractors that are good and there's ones ones that are great doctors, like dentists, business. Like, like I'm, I'm more of like wherever you're at, like, like don't just be mediocre.
Like become the best in the world there. That's more important to me than, you know, if you're gonna be a plumber, be the plumber who you walk in.
Like we've had our house, so many plumbers come in. We had some to come and they fix the leak.
And then some of those breaks and they go, and those guys come in and they check everything to make sure it's perfect. It's like, I i want that person with the artist i want the person like this is their art not just like oh best job i could find like yeah anyway all right so now i'm about to ask you a question and i understand this is totally like just like your opinion on it there's you know nothing but maybe maybe you have something to base it on so like the person that is at those lower levels of value right the average worker that's out there that's doing their thing, especially in today's super soft victim mentality, America that wants

to vote for free stuff makes me so mad. Anyway.
So like the average person like that's out there

looks up at people that make a lot of money and like kind of the general consensus, I think,

or the way that America slash the world is going is like rich people are bad, right? Like, like, you're, you're so greedy, man. Like you got all this money and like, you're not giving any to me.
And like, you get to go sit in your massive house and your cars and you can do whatever you want. And so like, even if they are doing what they are called to do, like they'll look up at to a millionaire, a billionaire,

like someone that has like all this stuff and they'll like,

they'll look at it as bad.

Like that shouldn't happen.

Like,

how do you create a society? And this is why I like,

I know it's a big picture,

like types of like,

how do you create a society that allows people to like,

be okay with being the best version of themselves,

like where they're at without like looking at you and being like,

you're bad.

Like,

you know what I mean?

Yeah.

Well,

it's not going to happen in our lifetime.

And so... being the best version of themselves, like where they're at without like looking at you and being like, you're bad.
Like, you know what I mean? Yeah. Well, it's not going to happen in our lifetime.
It's not going to happen. My belief till Christ comes again.
And we, when he does, it'll be a perfect, you know, things would be great. But until then it's not gonna happen because humans are humans.
Right. Um, you mean, you mean Donald Trump's not going to fix everything? Oh, if he does, that'd be amazing.
I'm not holding my breath. Um, but I would say more so just for anyone who feels that way like i would look at that more and i did a podcast about this like um if you're not someone who celebrates other people's successes um everybody i don't care if you hate the person if you're a big fan or you're not a big fan like if you don't celebrate their success um then you are going to struggle to ever be successful because you're going to be so scared of other people not celebrating your success.
I remember, I am not a huge Gary Vee fan. You know this.
For reasons I'll talk about in my next book. So when I tweet this out on Twitter, Gary, when you're following me, shout out.
By the way, the Patriots won the Super Bowl and the Jets, just throw that out there. All right, continue.
i just guaranteed you'd never come on i i do i do like gary um i just we had any way to think but whatever he doesn't remember i'm sure um but anyway he got the shoe deal with whatever yeah yeah adidas and he's on the market and like for a half a second i was like oh that sucks and then i was like he freaking he's in our industry he got a shoe deal and i ran to my computer. The case was I bought the shoes.
I got them. I was like, I did a podcast, like celebrate the fact that someone in our community got a shoe deal and all these things.
And a bunch of people that I know, right. I thought like, you're not a big Gary fan.
I'm like, I'm not, but like, that's a huge success. Like we should celebrate success because if you don't, then what's going to automatically happen in your head.
If you're not celebrating people people's successes you have the subconscious fear that someone's not going to do yours and so you're going to you're going to stifle yourself from being successful so i try when anybody around me is having success whether i like them or i don't like them like i always am like oh my gosh i'm gonna try to celebrate it and then by doing that like it it changes your brain to the spot where um you're okay having success because you're assuming everyone's going to celebrate like you. And they're not going to.
But it's different. Subconsciously, you are not celebrating other people's successes.
It'll stifle you from ever having your own. And so I think that's a big part of it.
Like if that's where you're at right now, like it's something you got to change. And we start making that little shift and start celebrating people's successes above you.
It's freeing. It's amazing.
Because then then it's all of a sudden you're like unlocking yourself like i can succeed because they did and and people are going to celebrate me and like it just it shifts those like psychological things that you do in it it changes everything it's weird do you think um you're not political like hardly at all like do you even pay attention? No. No, not too much.

I was like, hey, so those who read the book, Hank Reardon,

and this is part of his demise is he doesn't pay any attention to it at all.

So as I read the book, I'm like, Hank Reardon doesn't pay attention.

I don't pay attention.

And real quick, we do shout out for these shirts again.

Have you guys seen them?

By the way, how many of you guys would like one of these shirts?

Ooh, let's make them comment for this first.

Guys, how many of you want a shirt? Yes or no? Comment yes or no down below. So this is the Reardon Steel one.
And this is the Whois John Gall one. Pretty dope.
I'm not going to lie, though. Like, that one's pretty dope.
But this one wins for one reason. The quote is cool.
We could put that quote on this one, too, and make it silver. Ooh.
Ooh. Okay.
This is my selfish pitch. Okay, yeah.
Can Russell – hey, guys, can Russell do a pitch real quick? You can i sell something can he sell something to you keep in mind i i make no money off this i don't i don't even know what he's doing i don't know if i make any money okay no we have a little fun site we created just because they'd be fun uh called t-shirts smackdown.com where we have two shirts and then people vote with their walls and which shirt they want better so if you guys want these shirts you can actually buy whichever one is your favorite or both you like them both you just gotta go to t-shirts smackdown.com and they're up there right now and guess who's the models on t-shirts smackdown i assume are we the models and you go to t-shirts back down.com yeah you can get uh you can get one or two oh my gosh look at that bit your team your team's amazing dude they put it together like that fast okay let's get out on the book here for a second yeah the audible door like the password that was audible when i read that i was like yes that's like a brilliant mind at work right it's like you have to say it and the part that i thought was interesting was he it wasn't just the words he's like and it's it's programmed to where it will not open unless like the person that is saying it like is actually like saying it with conviction or like something to that effect like they actually have to like mean it right you can't just be like okay come on man like it now you guys want to read the book so bad you want okay all right let's we'll come back to the t-shirt smackdown comment down below let us know uh and let us know guys let us know down in the comments and if you're listening on audio you can like go leave a rating and review and like leave us in the comments but like if you, Facebook, wherever, like comment down below where the best part of your favorite part of the conversation was so far. I think that'd be super cool.
Hey, it's Russell Brunson. And I have a confession to make.
When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what? That's not where the magic happens.
The magic happens where the decision makers are. And that is LinkedIn.
LinkedIn ads let you target who you want. CEOs, C-suite executives, and 130 million professionals ready to take action.
These aren't random clicks. These are people who are already in the mindset to do business.
With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time.
Here's what blew me away. LinkedIn ads delivers up to five times the row ads of other platforms.
And that's not just a stat, that's scaling power. Imagine your campaigns turning into a steady stream of qualified leads, all while your competitors are busy playing on platforms that barely move the needle.
If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience into high quality leads today.
And here's the cherry on top. LinkedIn is giving you a hundred dollar for your next campaign.
Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks.
Terms and conditions apply. LinkedIn, the place to be, to be.
Hey, funnel hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy and suddenly it hits you.
You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience.
The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed.
When it comes to hiring, Indeed is all that you need. They make it fast, simple, and super effective.
Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed Sponsored Jobs, your post jumps straight to the top of the page so that the right candidates see it first.
It's just like pulling your job out on a billboard for the exact person you need to hire. And it works.
Sponsored Jobs on Indeed get 45% more application than non-sponsored jobs. Now here's the best part.
With Indeed, there's no monthly subscription, no long-term contracts. You only pay for results.
And let me tell you how fast this platform is. Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide.
Imagine finding your dream hire while your competitors are still wading through job boards and job boards that don't deliver. So here's what you need to do right now.
Go to Indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks, support the show, save time and find your next hire faster.
Remember when it comes to hiring indeed, it's all that you need. Okay.
Let's get out of the book for a second here. I actually have a lot of questions about the book, but I want to know like, what was like your favorite scene? Oh good scenes uh my favorite scene in the book so it's kind of like the crescendo of the whole book because the whole book that's and who's john gall who's john gall okay hold on sorry dave dave is sitting here in the background have you read the book dave okay so i'm just making sure you're making sure that you're like you're not just sitting over here like that guy's freaking out and dave's like i have to read it too i was like i need to talk to somebody dave go this.
I'll see you in six months. Fair part of the book.
Okay, I'm fair about the book. So the whole book's linked to who's John Gall, who's John Gall.
We kind of introduced him a little bit when Dagny meets him and then she leaves and goes back to the real world. And all of a sudden, there's this part where the looters and the government are trying to like do this broadcast.
And all of a sudden, the broadcast is interrupted. And they're trying to figure out how to fix it.
But all the people who would fix it have been taken. Like they're like, because all the great minds of society are gone.
And all of a sudden like over the loudspeaker comes John Galt and he starts his speech. And the speech I think is 80 pages in the book.
It's like four hours on the audio book, four hours. This is why you don't watch the movie by the way, because it's less than 30 seconds in the movie.
Like how do you take out four hours? Like it's a good. Anyway, he gets on his microphone, broadcasting to the entire world.
Nobody can cut him off. And he gives this speech about big.
Everything, the whole book. I'm just like freaking out.
Like the setup was so crazy. All of a sudden it happens.
I was like, oh, and anyway, that was my. And he ends with this.
Yeah. And he goes, and I'll say it like, what last time I pledged my life and my love of it that i will never live for the sake of another man nor ask another man to live for mine oh anyway that was my favorite part the 80 page four hour long version of it okay oh yeah so good okay i like that my favorite part of the book i read this i was like so i like i like play my life and like act like i'm in a movie right sometimes i'm like do this so do you So do you remember at the wedding? Oh, Francisco speech.
Oh, yes. Okay.
That might've been better. I get done with that chapter.
And I'm like, I promised Leah, I would be done after this chapter. And like, it ends.
I'm like, yeah, I do think. So the jungle had a better build up.
And then like i didn't know it was coming like there's what everything and then all of a sudden starts happening i was like out of freaking nowhere yeah so franco just uh francisco he gives a speech that was like yeah i wasn't expecting it so i think it was less build up but it was amazing yeah the john gall build up was like this is like i was waiting to see that movie because i was like amazing then it's like come on like come on anyway yeah those are the two best parts yeah yeah at that wedding like i'm reading this and i'm like that was when like it was like that that moment i was like okay she she finally like made it all like and it was relatively early on in the book i was like oh if the book follows anything like this this is gonna be such a good book right because like he gets done with that and like you're just it's like something you'd want to like watch out in real life and you know somebody thought this up and i wrote down you're just like yeah so good yeah yeah that was so good that was hands down the favorite read the book again i wish it wasn't 1200 pages because it's like i want to go back to experience it but it's so big okay have you read the cliff notes version of the book no okay so yeah so there is there's i think there's the cliff notes like the one that you buy i think it's like a four-hour audiobook i haven't listened to that one but usually like cliffnotes.com like read the book you can basically you can basically get a whole book in like 30 to 45 minutes i read it still worth reading though you guys oh oh 100 100 but and actually that's the reason i bring it up because like i know it's 200 pages but like you don't like if you just read the cliffhans you're like oh okay like cool storyline but like you miss the effect like the the oomph of it all one of the things that i thought was fascinating just because like i'm working my next book which is like i'm it's not a how-to book so i'm learning how to write differently so i've been you want to tell us all about it i'm really proud i'm excited for it um but one thing was interesting like if you look at how ian ran did the dialogue in the book she did all the dialogue where it's one person speaking so it's fascinating every time you notice that like when uh when uh her partner was in the cafeteria with some guy we didn't know you only hear his words you never hear the other side oh side. Oh, that's so true.
Most of her dialogues, she heard the one person talking. And you could get the gist of the conversation by reading one side, but they'd never had the other side.
And I'd never seen someone write that way before. And there's a lot of cool things like that where it's just like people – and again, I've written three books now.
But I wrote books with Google Docs, with editors and people. Like imagine writing a book in the 50s with a typewriter.
I think how much pre-for-thought go to something like this that's wild like it is it is insane to think that yeah so like i have so much respect for people who wrote then and especially i'm trying to learn how to write uh as a story as opposed to how to and it's like the art of it is is just it's fascinating and anyway as as as a book it's just like it's worth reading just like to see how she wrote it. It's fascinating as well.
Well, what was your like biggest,

actually,

I want to go down that rabbit hole a little bit further.

So like writing and is your new,

like,

is your next book fiction or not?

Uh, no,

it's,

it's just the next book is,

uh,

I bought bootstrap.com.

So next book's bootstrapping.

It's the click funnel story.

It's not like the how to it's telling the story,

um,

as the story,

uh,

which is gonna be cool.

It's gonna be so good.

Like the first thing we're doing,

um,

is,

uh,

all the core people have been part of the click funnel story or find them out and

Thank you. telling the story as the story, which is going to be cool.
Oh, that's going to be so good. The first thing we're doing is all the core people who have been part of the ClickFunnels story are flying them out and interviewing them for – I've been mapping out the entire timeline of events.
This is close I can remember, and interviewing all the pieces from their point of view. I'm trying to get that from like 50 different people, and then I'm going to take all that stuff, sync the timelines up, and write the book as a story.
story anyway so it's a different writing style I've never done before

that's interesting

cause

oh yeah

Dave wants to tell you

the cool part

so I'm also like

been re-geeking out

on like

Hero with a Thousand Faces

and Heroes 2 Journeys

and like all that stuff

so I want to make sure

well someday I want to try

to sell to Hollywood

or something

so who knows

I don't have the end

of the story yet

but like

but so I'm

which is by the way

super fascinating

because like

the concept of like going for a target and then like going towards it, like you don't know the end and now you're just like, yeah, so cool. It was cool.
But I was like, so much fun to watch. So like I'm writing, I didn't, so I've been, I've been geeking out on the hero's journey.
So I'm like, I'm trying to sync the timeline of the click funnel startup story to the timeline of the hero a thousand faces, like to all the core, the core things to see if I can get it to fit inside that framework,

which I think we'll be able to do.

That way, yeah, it's going to be amazing.

And then what I'm trying to do in my new office

is I'm going to build the room where it's like a timeline.

So the entire room wraps in a huge chalkboard

with a timeline that goes around

and has the dates and the Hero's Journey stuff. Right.
And then like, you know, you know, like writing in each, each core thing on the, on the wall. And then, you know, like the, even the spy movies where you have like the string that goes, you have the pieces of paper.
Yeah. Like as I'm writing the book on, I have the whole thing timed out in the square room.
And so you see it all and they can see all the pieces, how they all fit together. And then that'll, when the book's done in that room, wallpaper on the room oh my gosh okay all right so here's here's a great idea so like you do that up until like a certain point like this is modern day and then there's like an end of the wall and then like from that point to there that's when you're writing when you get to the end of the wall you have to sell everything and go into hiding and become john galt like that book's done i mean there we go, there we go.
That's fascinating. So when I get to write a story that's way different, it's not like all my other books are how-to books.
So it's like they're written differently. And so it's just been fun.
Which, by the way, is why I was like, when I first got into entrepreneurship, I was like, I don't know why anybody would write a book that's not like that. Like, I'm like, why would anybody write a book like this? This is so lame.
And now I'm like reading it and I'm like, oh so cool yeah i have a ton of respect like the books i'm reading now like i just finished shoe dog which is like the story oh that's a great book uh american kingpin which is like the story of the silk road and the dark web my favorite stories i've ever read it twice already and the writer is probably the best writers i've ever i gave i read it i was so depressed I was like, I'll never rise. I tried to hire him to write my book for me.

He's too busy.

I will give you a blank check.

Just write this book.

You're so much better than I could ever dream of.

So I had to go learn how to do it.

What was your most, like,

what was the most fascinating thing about Atlas Drugged to you?

Like if any, like the way it was written or the concepts or the characters,

like any, what was the overall, like the most fascinating part for you?

And character development is so cool um i think i think the coolest thing for me um was like each and i i'd love to see have some diagrams i don't know it but but like each of the characters each played, like they're a character,

but they played a role that is like this magnified society as like a group almost.

Right.

Like,

yeah,

that's actually super true and Dagny.

And then like,

um,

James Taggart,

Taggart's wife.

Yeah.

Like all the people,

they were like,

they were,

they were humans,

but they were personification of like a segment of,

of society,

which is really cool. And so it was like seeing that where you're just like, you're getting this, like a segment of, of society, which is really cool.

And so it was like seeing that where you're just like,

you're getting this, like this micro versions, macro problem.

That was cool because like, I'd never, again, I don't study politics.

I don't, I'm not deep into it.

So I don't know all these things.

And like, you hear this character and you hear the story.

And also you're like, oh my gosh,

that represents this group of people that I,

and so for me it was cool because I was able to understand things to a

different level.

And I, I'm not the best at this,

but I always try to like put myself in other people's shoes.

I try to understand things at a different level. And I'm not the best at this, but I always try to put myself in other people's shoes.

I try to understand.

That's why I'm not super political because it gets so divisive.

And I'm like, I see good on both sides.

I understand.

I can love people on both sides of it.

I think it was so cool for me because I was able to see the pros and the cons of each thing.

You see the positive and negatives of each belief pattern.

In my career, as much as I related to them, there's the the good and evil right yeah there's good like all of them have that so like it was just cool because it gave me this perspective i didn't know of so many different segments of society made this really cool tapestry and picture for me huh all right so now the polar opposite like what do you think the book lacked in or like like didn't communicate well or like left out um i think something to talk about today like i do feel like um most of the producers in the book um they didn't have the other side of it right like the social stuff is important like helping other people is important um and i get why she didn't like i said the the phil donahue interview she's like people should be social they shouldn't do with the gun she never showed that she didn't show hank reardon going and like oh this is a cause i care about like let me go and at all you know in any part and i think that stuff's important like that's why you know we talk about the political on the left side like like they're what they're trying to do is good it's right like it's it's from god like it's just so good things right but there's like but there's ways that people twist and all sorts of stuff like that and i i wish they would show more of that because i felt like the characters were one-sided where it's just like you know it's like the people the looters or the people that are producers and i feel like there's more blend i think for all of us we have blends of those things yeah and they do a good job of dissecting you know i think we all have all those things like i want to give i want to serve i want to do things but i also want to produce i want to do both those things right like how do like what's the world look like where we do both those things and i don't know how to you know in my in my little universe i've created for myself and my family like i'm trying to i'm trying to produce then we've got oh you are we've got these things like i'm trying to contribute and try to do my version what i think right is right right like all we can do is like what we think is right in our own little world that we create and so this is my world I've created. I'm trying my contribute and try to do my version of what I think is right.
All we can do is what we think is right in our own little world that we create. This is my world I've created.
I'm trying my best to do it. I wish that they would have showed some of that side.
I think that was the part I felt the characters were missing, just that part of it. What's up, everybody? This is Russell Brunson.
I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method.
And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing.
But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands.
Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop, am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances.
So Taylor put together this book called The Revolving Pricing Method, and it's awesome.

It helps you turn every client you close

into a long-term profit machine.

We're not talking about one-time paydays.

We're talking about creating sustainable

and real predictable income for the long haul.

Now here's where it gets even better.

Taylor put together an awesome exclusive deal

just for you guys, my Marketing Secrets listeners.

And if you go over to wealthiconsultants.com

slash secrets,

you can grab The Revolving Pricing Method book

and over $150 worth of bonuses and get this all. It's at 70% off.
And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels.
So go over to wealthyconsultant.com slash secrets, grab your 70% off deal. And let's start turning your clients into long-term revenue.
Again, that's wealthyconsultant.com slash secrets. Do not miss out.
You get more when you start your business with Northwest Registered Agent. In just 10 clicks and 10 minutes, you get your entire business identity.
Get more with Northwest Registered Agent. More privacy, more guidance, more freedom to run your business from anywhere in just 10 clicks in 10 minutes.
Don't settle for less. Get more when Northwest Registered Agent starts your business.
Form your business for just $39 plus state fees. With real business experts and decades of experience, don't settle for less.
Northwest is a one-stop shop for business owners. Get everything from formation paperwork to custom domains and trademark registration all in one easy-to-use account.
Keep your home address private by using Northwest. Use Northwest's address on your formation documents when you hire them to be your registered agent or form your business.

You want more? Get premium mail forwarding to have the physical address separate from your

private information. Go to NorthwestRegisteredAgent.com slash Russell and start your business

the smart way. Again, that's NorthwestRegisteredAgent.com slash R-U-S-S-E-L-L.

So what's interesting in- Price like charity love stuff. Okay.
Well, and i'm so glad you brought this up what i think is interesting is my takeaway from or like the thing that i felt like the book was lacking the most is nobody had kids oh i didn't think about that like think about this like none of them like because one of my questions to you is going to be like how has how, how's having kids? And I kind of asked her earlier, like kind of changed the perspective, but I'm like, interesting. Nobody had kids.
So like, and, and I don't have kids. I'm not married.
I don't have kids. I'm getting, I'm getting married.
Yeah. Shout out to my beautiful fiance.
All right. But, um, like for me, like I'm so focused right now.
So I grew up in a big family, right? Eight kids. I'm the oldest living.
I had one older brother who passed away, but like six younger siblings. And so like, for me, i'm so focused right now so i grew up in a big family right eight kids i'm the oldest living i had one older brother passed away but like six younger siblings and so like for me i'm like man like my whole diet my whole life changes once there's kids in it and like i know that even though i haven't experienced it because i've seen it right and so for me and like leah and i have talked about this like the 20s are for us 30s are for kids right like and so i'm like i gotta make as much money as i possibly can before then because i and i even told colette this i said if there's if there was one thing that i would sacrifice my career for in order to be able to do would be like to homeschool my kids like i can't fathom sending my kids to public school right that's just me because i grew up homeschool or whatnot but like as i was going through the book i'm like i can relate to all these people but like they're leaving out this key component.
Imagine being Hank Reardon

and living like he did with your five kids.

Or do you have-

I'm five.

Yeah, okay, I was gonna say.

Four, I was like, oh my gosh.

So think about that.

You know what I'm saying?

And so I feel like one of the,

because there's a lot of people I know

that have read Atlas Drug,

they're like, heck yeah, man,

it's the greatest book ever,

like for profit, blah, blah, blah.

And I'm like, yeah,

but imagine living your life that way with a family yeah like imagine living your life like that like with like kids and responsibilities like people that you actually like love how think about this because um like i think of our timeline it comes back we talk about with greed and contributions you know or growth and contribution right so most of us we get born for all of us we get born right only way to get here we all get we all born right and from like when you're born till you're whatever for me i got married at 22 i was 22 right and so it's like um the first 21 years it's all about you right like it's selfish it's growth it's like whatever it's you you right and everyone's very inward focused and then all of a sudden you meet this beautiful person that you fall in love. Like this is amazing.
And also what happens is it shifts from you, you to like us and like, you're giving, taking, giving. And it's cool because like, all of a sudden all your focus is on you.
It's on somebody else. And, but they're focused on you too.
And it's like this, this amazing thing where like I'm giving, but I'm also getting, it's like this amazing thing, right? It's like this transition that's easing you into kids because then kids come out and it's, it flips now where it's where you're just serving 100%, especially at the very beginning with the kids. Like there's nothing – like I was joking with my kids about this one night when they're like, why are you guys so mean? I'm like, do you realize like we get no value from this? We don't get paid a penny from this.
Like there's nothing in parenting. Like we kill ourselves.
We serve. We don't sleep.
We work. We pay money.
And that's not true. There's value in it but i was like i could just sit there imagine russell telling his kids we get no value you do not pay us you know i'm like i'm like i'm killing myself you do get a tax break yeah yeah but it's just funny because i'm like i'm like you know and so but especially the first board like they're cute and you get less but they're in the selfish phase now right you're giving 100 and they're not giving back other than like they get going cute like oh it's so cute but for the most part it's like you have this like training this time where you're selfish and it's like oh i'm i'm serving someone else but they're serving me amazing now since like 100 service there and i think that that's a good point like hey career had only done this thing and then you know he never had a chance like 100 serve somebody else and see what that's like because that the value you get as a parent is is when you serve 100 the kids and you see like who they become and you know yeah and that's the value but um but it doesn't come from like from like the the quick pro quo that you normally get with like i'm gonna buy this thing or pay for this thing right ever right it's like i'm gonna serve and serve and serve and then eventually hopefully somebody's starting to be yeah well because i well and that's a super interesting point and maybe that's maybe that's why she left the part out of it because she was like none of these people would ever have she didn't have kids that's to be you know she's never seen that at least not that i'm aware of appreciation that's crazy because what like i was you know going through and i'm like this book i think would mean so much different or like so like when i first read it i don, like I said, whenever I first learned about this back in high school, I read it and I was like, I hated reading.

I publicly declared, and this is actually funny, when I graduated high school, I bought myself a pickup truck.

I was on the top of the pickup truck, and I publicly declared to the world that I would never read another book ever again in life.

I hated reading.

And so that's funny because now I'm reading 1200 page books I've read every, every one of those books, um, back there. Um, like it didn't really take on the same effect as like now, like being an entrepreneur, like being someone that like at one point I have five employees and I'm like 26 years old, you know, and so like now I'm reading and I'm like, yeah, yeah, yeah.
But if I read it with kids, I feel like that would even like give me a like a completely different perspective on like it how has how has having kids changed your because you're an entrepreneur like basically from the one right like you never really had a job right i've served tables and i never had a job more than three months so okay so yeah so you're you're a failure in the normal society right you can't hold a hold a job. You're, you know, you get fired forever.
But like, how has having kids and like having to balance, man, like, dude, you're running a, ClickFunnels is a billion-dollar company, right? We're allowed to say that? Like, that's the thing, right? Like, roughly? Like, I'm not off on that. All right.
The value is based on what people pay for. So hopefully someone pays that.
So we're going to say a billion-dollar company. So like, you're running this billion-dollar company dollar company you've made hundreds of millions of dollars you've been paying a million dollars an hour from stage before what violating big props congratulations um like how has balancing work now with that like with the kids like growing up i feel like like now they're at because you're old this is what you're too old 14 almost 15 right so like how has that changed the way that you view your work like do you struggle with that like the balance yeah especially now with like covid stuff happening kids being homeschooled right now it's like before it's easy to separate like they're going to school i'm going here separation is easy now it's harder because like they're still home and it's like oh should i be there like you know it's it's definitely it's definitely tough um and it's it's interesting i have so many entrepreneur friends i always tease them because it's like you don't have any kids and and they're doing amazing things i'm like yeah but like i'm doing this stuff and i got five kids and a beautiful wife and i got callings in my church and there's like there's so many things i think it's it's just i think i hired a trainer dave knows the safe trainer i remember when he started working this he said the biggest thing you notice when you start working with me is that you'll be shocked what your body can actually endure.
I think that most people don't understand what they could actually do. Like, how do you run a company this big and have a family and have a successful marriage and have these, like you can do it.
And most people don't because they sedate. And like, I don't watch four hours of football at night.
Cause I have all these other things, right? Like, like, I don't know. It's just's just like if you take away the excuse of sedation like you can produce so much more than i think people are able to understand i don't know so it's interesting and then um it's been it's been such a weird thing too with kids because i think when you first are having kids you assume they're all going to be like you right like oh they're all going to be entrepreneurs it's so much fun and then you know i had twins it was crazy and twins about our first two became our twins now they're you know 14 almost 15 it's crazy because i assume like it all be the same the same as me or these same together and they are so polar opposites right like yeah i didn't even know i just thought out today that they were twins yeah like i had no clue call it's like yeah they're both turning 15 i'm like wait what yeah look at each other act each other and like one's more entrepreneurial one's more like if you look at like this profile, we have a DI, we have an SC.
Oh my gosh. Introvert, extrovert.
Like all the things are different. And I always thought, you know, like my kids are going to be entrepreneurs like me.
And now it's like, no, I don't think they have to be. This kind of goes back to talk about earlier.
Like, you know, with my kids, I'm like, now, like, what do you want to do? And, you know, I think one of my, I think some of my kids are very entrepreneurial. A lot of them aren't.
I think some of my kids are super smart, hard workers.

We're going to be amazing at the roles they play in something.

They're going to be a huge part of like changing somebody's world, but it's not going to be

the front person of it.

Right.

And so it's just, it's been interesting watching that and fulfilling and hard and it's all

the things wrapped into one.

You know, it's, I don't know.

It's, it's an interesting experience. You're gonna love it.
You start having kids right away yeah that's not gonna happen okay but why though you know you should take time okay but how long did you go how long did you wait uh two let's see let's see we had our 18 year anniversary this kid's turned 15 so almost three years yeah we tried earlier but we could we had fertility drugs stuff like that and everything but that's about two by two years and we started trying yeah i can't kids scare me dude man i'll tell you but so like it's interesting because like i grew up with six younger siblings so like i was definitely old enough to remember like the whole diaper phase and like you know obviously i wasn't the parent with it but like and the the church that i went

to like the eight was like average to small amount of kids like a lot of them were like 13 kids 12 kids 14 kids whatever like i think the smallest in our whole church was four like like and they were the weird ones right you only have four kids right and so it's like everywhere we went that's just just like what it was. And so for me, like I had that rebellion phase, if you will, which I don't know what to call it rebellion phase, but like, where I was like, I don't want any of this.
Like, why would you like, they're expensive. And, and they like suck all the time.
And I, I can't go do this. I'm like, I want to be so filthy rich before I go like having kids.
And so, and I like taught Sunday school and like, was very involved in like the church growing up and things like that. And so for me, it was like, I want to go build my business, like building on, like doing that is like more fun.
The interesting thing about kids. And I told my parents this, I don't remember what it was, but like my parents are not like my, my parents aren't like super like wealthy or like successful when it comes to business or anything like that.
But like, I look at my parents as like some of the most successful people that I've ever met in my life because my mom's favorite, but there's like little things that my mom like told me over and over and over again. And she's like, one of her favorite lines is the only thing I need to know in life is like, I just need to know that my children walk in truth.
Right. And I'm like my mom, particularly, and my dad too, like both of them, but like I related with my mom because she keeps saying it is like my mom's definition of success and like achievement was do my children walk in truth do my children like that is what was success to her and like she's like you can take you know like yeah money would have been great like all these different things but like that was like kind of this this pinnacle of success for her is like do my kids like walk in truth and so as I have gone through my own journey of faith which has been been, I mean, it has been rough at times, right?

Like I've watched her like struggle with it and like freak out because she's

like, I just want, I'm like, but it's not like,

that's not her journey to bear, but like it is like at the same time.

And so it's always been interesting.

Like kids are like this thing where I feel like once I have them,

obviously I'm there for the rest of my life.

But like, I feel like there's this, this stress or like this new,

there's this new piece of my life that's unlocked that like I've never

explored before.

I don't know anything about it. Right.
And I'm like, afraid isn't the right word, but I'm like pushing that off that is as long as I possibly can. Because once it's open, then I never get to close it again.
And like that mystery is almost like fun to like look forward to, but at the same time be like, I get to focus on it. You know what I mean? Essentially, I remember thinking about it a lot,

especially the first few years.

I was like, this is so much harder

than I thought it was going to be.

Like flat out.

I was just like, I thought it was going to be,

you know, whatever, way harder.

But I also remember feeling and saying,

like this is so much cooler than I ever dreamt.

So it was like this double-edged sword.

I was like, man, I didn't realize how tired and like worn out like all these things but then like so much better than i thought and um it's funny because i know a lot of friends like well when i make money than all kids i don't think i don't know it's different like i would just have kids like you can do both it's not it's not impossible especially in the first born they sit there and they're like you know and i would throw i started spending a year or two and just nod right right right but like i wouldn't wait till like oh i need a million bucks in the bank i get people all the time like i have i know people who are broke they have eight kids like just they're not that expensive right like cheerios are not that expensive like if you need to you know like um it's just it's just it's just being willing to be there and be loving and being um being present for as much as you can um another thing it's been interesting uh especially now that our kids are into teenagers and it's like so much harder like that's been harder just like really that's harder than when they're young oh for sure yeah it's james over here just laughing it's different oh gosh what am i in for dave oh no yeah the young heart is like i am tired i like that's that's the hard part when you When they're older, it's just like, am I messing these kids up? I just want them to be successful. That's the bigger fear.
And it was interesting. I remember the old thing that gave me some grace, like Tom Bilyeu.
I heard an Instagram post he had of him talking about how being a parent. And it was so funny because he's like, who here is scared that you were gonna you know f up your kids that was how he would have said it right yeah yeah who's the best of your kids and everyone's hands like yeah i'm scared he's like guess what yeah make sure you get this right he's like my parents messed me up your parents like you're gonna mess your kids up but guess what we turn out okay in the end like just be okay in fact you're gonna mess your kids up because you are and i remember i was like okay like everyone messed up their kids like that's part of it like that's part of the whole journey that's the journey you know it's like that's part of it i think you give me some grace of just like look i'm gonna do my best i'm probably gonna mess them up but at the same time like you have to have faith like they're gonna do their thing and and they're gonna hopefully make good decisions and if not that's why we have god that's why we repent so we have all these things you know and just and they're going to hopefully make good decisions.
And if not, that's why we have God.

That's why we have repentance away.

All these things, you know, and just, and kind of leave it to him and, and, you know,

do your best.