The Subconscious Mind in Business: This Book Changed How I Work Forever | #Success - Ep. 57

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Speaker 3 This is the Russell Brunson Show.

Speaker 3 Welcome to the Vaul. Today, I've got a brand new old book you are going to love.
This one I got for sale was only $75 because nobody has ever heard of it, doesn't even know the value of it.

Speaker 3 It's called The Subconscious Mind in Business. It was written by the same author who wrote a book that is famous called Obvious Adams, which maybe we'll review in another video.

Speaker 3 But this is like a lost gem. A lot of times you find an author who wrote a book they ever knows about, and then they have these other ones that no one's heard of.

Speaker 3 I never heard of this one and I read it and it literally is one of my favorite.

Speaker 3 I think I've got about a half dozen books with this author wrote, but this one was fascinating because when I did a whole event, three-day event called Selling Online, where we teach people how to do subconscious selling, which is speaking to somebody's subconscious mind to sell them something.

Speaker 3 My new book is like using subconscious mind to sell yourself on your ideas and your goals. And then this book's kind of in between where it's like literally subconscious mind and business.

Speaker 3 So I got it and I instantly read it because I was like, this is my type of book.

Speaker 3 It's a short book, it's a fast read, but there's some gems in here that actually shifted my perspective on how I structure my work days. So it's a really good one.

Speaker 3 Especially in the business world, a lot of people don't want to learn about mindset for some reason. I had this conversation with Tony Robbins.

Speaker 3 It was after our second funnel hacking live and I had a chance to have a conversation with him. And I was like, hey, we have this event called Funnel Hacking Live.

Speaker 3 We have thousands of people around the world come here. And I'm like, blows my mind.

Speaker 3 You know, a percentage of the people have success. And I don't understand it.
He's like, I'm giving him everything. I give my frameworks, my funnels, the best that I have.
And I give it all to him.

Speaker 3 And Tony Guy smiles at me. He's like, oh, you could tell that he'd already solved this problem like two decades ago.

Speaker 3 And he's like, you still think that someone's success is not based on the tactics, right? I'm like, yes, why? Like, I have the best tactics in the world. He's like, yeah, you have to understand.

Speaker 3 He's like, success is like 10% tactics. and 90% psychology.
He's like, it's the things between their ears, their brain. He's like, people don't want to hear that though.

Speaker 3 So usually you have to like sell them what they want, which is how to make money or how to do whatever. He's like, but then you give them what they need, which is help reframe their mindset.

Speaker 3 So I remember after I had that conversation, that's when I asked her, I'm like, would you come to Funnel Hacking Live then and do the whole psychology thing with my people?

Speaker 3 Cause I need them to be successful. Like I'm killing myself, giving them everything I have and I need more success.
And so Tony spoke at our third funnel hacking live.

Speaker 3 And he ended up speaking at five of the ten funnel hacking lives and he would always focus for three to four. One time he went for like six or seven hours on psychology.

Speaker 3 And so psychology is interesting. And I've noticed a lot, especially business owners and entrepreneurs, they don't want to focus on it.
They don't think it's what they need.

Speaker 3 They think it's like, oh, oh, I just need the tactic. I just need the strategy.
If I get those things figured out, but the reality is, and this is me doing this now for two and a half decades.

Speaker 3 I've been in this business 25 years. I've coached literally hundreds of thousands, if not millions, of entrepreneurs at this point.

Speaker 3 It's not that they're smarter or better looking or faster or like have more money. It literally is the ones who understand how to control their mindset are the ones who win.

Speaker 3 And I saw this initially in athletics, right? I grew up as a wrestler. During practice, I would lose these guys.
They were better wrestlers than me.

Speaker 3 And then we'd go to these tournaments and we step on the mat and they would lose to people they shouldn't lose to.

Speaker 3 In fact, one of my closest friends, I can never beat him in the wrestling room, like every single time. Same way class, so he was varsity that year.
I was JV. I could not beat him.

Speaker 3 And then we went to a tournament. And in the tournament, we were on opposite side of brackets.
We started going through. There was a guy that he lost to.
He lost to him by like, it wasn't even close.

Speaker 3 We lost him like 10 points, right? I wrestled that same guy and I tech followed him, which tech followed means I scored 15 points more than the other guy. So they stopped the match early.

Speaker 3 And I was like, how did you lose to him? Like, it's so fascinating to me. And so, like, you look at head-to-head, skill by skill, muscle, strength, all the things.
Like, he was better than me.

Speaker 3 When it mattered, I won. What's the difference, right? Like, it literally is your psychology.
It's your brain. Like, and nobody focuses on that.

Speaker 3 We want to focus on putting in the reps and running and all those kind of things, which are great. We won't focus on the thing that actually matters the most.
And the same thing happens in business.

Speaker 3 So what typically happens is I try to trick people into like, come into our world, teach you how to build a funnel, which they need to know how to do. But that is so simple.

Speaker 3 Like, I can build a funnel in an hour, right? The rest of the time, like, while they're doing that, I've got to fix their mindset. I've got to break the false beliefs.

Speaker 3 And if I can get them on the right path, then they can be successful. And so it's, again, it's one of those things that unfortunately people won't spend enough enough time talking about.

Speaker 3 Like when you do focus on that, it's the only thing that actually matters. I've been doing this now 25 years.
There were different times where I would peek out in my success, right?

Speaker 3 And every time you hit a plateau with something, there's some belief you have that's holding you back, right? Because the person is making $100,000 a year versus a million versus 10 versus 100.

Speaker 3 They're probably not working different. They're probably not smarter.
It's like there's beliefs they have internally.

Speaker 3 And so for me initially, I think one of the first plateaus I hit in my business was like the six figure mark. Because in my mind, I remember my dad made six figures a year.

Speaker 3 And my dad was wealthy in our neighborhood. I was just like, I was like, that's a lot of money.
And so, in fact, I remember I was hustling. I was doing all sorts of stuff.
I was selling things.

Speaker 3 I was having some success. And I'm on a call with somebody who was doing an interview with me on a teleseminar before podcasts were even invented.
And he asked me, he's like, so I'm great.

Speaker 3 You're probably made six figures so far in your business. I was like, no, like, that's not even possible.
And I started thinking, I was like, actually, I have no idea.

Speaker 3 So I went back and I started looking at my bank accounts, my PayPal accounts, and different places money was coming in, my checks. And I added it all up.
And I had done over $100,000.

Speaker 3 At that point, I was like, I had no idea. And in my head, that was such a big number.
I was just like, because that's what my dad made.

Speaker 3 And so for me to go from $100,000 to a million was the first like gap that was really difficult because it was like my dad was successful and that's what he made.

Speaker 3 And so to make beyond that was just like, I don't know, it didn't seem real or possible. And that was hard for me.

Speaker 3 So what happened about that time in my career is when I started going to events and I started meeting other people, these are people who already broken the million dollar mark.

Speaker 3 And I started being around, I started talking to them, I started having phone calls with them and just like trying to surround myself with that because that seems so far for me.

Speaker 3 And then being around people who actually hit it, all of a sudden like the more time I spend, it's like, oh, this is actually possible. I can actually do this.

Speaker 3 It took me a couple of years before I broke the million dollar year mark. I remember breaking it.

Speaker 3 I was just like oh this is awesome and then the next thing because the next 10 million like i didn't know how to make 10 million dollars that was not something that was even something i could fathom or it was even possible in fact i remember i did a podcast episode saying you have to be an idiot to want to make 10 million dollars a year in my head i was like that's the dumbest thing why would you ever want to do that right and i had these false beliefs it was selfish it was greedy it was wrong like whatever those things might be right so my first plateau was like i can't make more than my dad next plateau was like a million dollars is like this scary number right and the next after that was just like why would i need that kind of money what was the purpose you know like it didn't seem like it's something that was of value and so for me like there's always these different belief patterns and a lot of times you don't realize what they are until you figure out how to break them or you're looking back or you find someone who already has and you're like man this person does not have those beliefs that I do I think I've done four or five interventions with Tony where I bring him a question he like does this Tony magic and like changes my brain.

Speaker 3 It was after ClickFronts has passed $100 million a year and I was stuck. And I was like, I don't know how to get to the next level.
I can't figure it out.

Speaker 3 He's like, well, who are the people you're spending time with? I was telling him, he's like, well, cool. Those are all people that have gotten businesses to your level.

Speaker 3 The thinking that got you there will not get you to the next level. He's like, proximity is power.
Like you were in proximity to those people.

Speaker 3 It got you to to that level but those people are that level he's like if you want to get the next level you have to get in proximity with people the next level and that's how you're going to get because it's going to shift your beliefs your mindset your subconscious mind and that'll get you to the next level that was just a fascinating breakthrough for me because i thought you know like is there a level beyond this and that's how you find it and that's how you figure out what beliefs are holding you back so the interesting thing about this book that's different than like a traditional book about subconscious is he's trying to show how your subconscious mind can bring out the creativity you need right a lot of times how many of us go and we have a problem that we're trying to fix right and And so you're doing meetings, you're reading books, I'm trying to solve this problem, trying to solve this problem.

Speaker 3 You can't figure out the problem. And then has this ever happened to you where you're in the shower, not thinking about it? You're showering, all of a sudden, like the idea pops in your eye.

Speaker 3 It just shows up magically, right? Like that's what this book's talking about. How do you create those moments?

Speaker 3 A little while ago in the office, we were saying that we had like eight of us in the bullpit talking about something. I'm trying to solve this problem, try to solve this problem.

Speaker 3 And we spent like an hour and a half, two hours on it without coming to any, like none of us got an idea. And after about two hours, I'd been drinking way too many updates and drinks and stuff.

Speaker 3 I was like, I don't go to the bathroom. So I went to the bathroom.
I'm literally gone, maybe a minute. I disconnect my conscious mind because I'm like, okay, I'm going to the bathroom.

Speaker 3 And instantly the idea just pops up, right? This is what this book talks so much about is learning how to use your subconscious mind.

Speaker 3 In fact, on page 13 here, he's talking about business people, entrepreneurs, sitting at desks. He says, desks are not thinking machines.
In fact, they are with the paper and the clutter on them.

Speaker 3 They're apt to be distractions rather than to help us to actually think. They are the one place where men get so close to his business, they can get no perspective on it.

Speaker 3 So he talks about here is he starts talking about creating what's called, he calls the six-hour workday. You know, kind of like Tim Ferriss's four-hour work big piece of six-hour workday.

Speaker 3 He's like for six hours you're in there and you're able to work consciously, right? You're trying to figure out problems, you're solving stuff.

Speaker 3 He said the last two hours of the day, what he found out, all the businesses activities he coached on this, the last two hours a day, they would stop doing like active work and then they would try to like engage their subconscious mind.

Speaker 3 I need creativity, I need ideas. You don't do that by sitting at your desk working, working, working.
You do that by disengaging.

Speaker 3 For most of us, like they sit down the last two hours of the day from three to five, they're reading a book, they're talking to the coworkers, they're walking.

Speaker 3 One of the stories here talks about Henry Ford. We said Henry Ford, who obviously one of the most successful entrepreneurs of all time, he said that he didn't ever sit at his desk.

Speaker 3 He would walk back and forth and back and forth. And he said, that's how he became so successful because he's never sitting here consciously doing work.

Speaker 3 He was spending time on the things he loved the most, thinking about, and then like the ideas would just kind of would pop up to the surface.

Speaker 3 And so that's what is one of the coolest things this book talks about. As you guys know, I am a workaholic.
I love working. I love sitting at my desk, writing, reading.

Speaker 3 Like my days are jam-packed with a whole bunch of stuff. They have been for a decade plus.
Since we launched ClickFunnels, I have not stopped moving. It just keeps going and going.

Speaker 3 As you probably know, about a month and a half ago, I was at a wrestling tournament and I detached both my biceps. Literally, God's like, basically took me and put me on the sidelines.

Speaker 3 Like, Russell, you cannot work for a little bit. So I lost this arm first.
I got surgery in this arm. I could not type.
So I had one hand.

Speaker 3 So I'm typing one hand as fast as I can, you know, still trying to get everything done. And then on two weeks later, I got this one done.
And all of a sudden, I'm in double cast. I cannot type.

Speaker 3 And so I'm stuck there. And, you know, we had an event, so I was on stage, an event with double casts.
I couldn't talk.

Speaker 3 Earlier today, Todd Dickerson, who's my business partner at ClickFunnels, Todd brought to me and to our entire team, like basically some big issues we were dealing with and struggling with, right?

Speaker 3 We sat there for like two hours trying to figure out how how do we solve this problem and same thing like we're going around everyone's putting ideas and like we left the meeting uneasy because like no one knew the answer and it's like you have to solve this problem or else there's gonna be bad things that happen right like you're gonna lay off team members you're gonna be like it was one of those kind of problems and I remember going home that night and I was tired it had been a long day I had no arms so I was frustrated and normally what I would do is I would like you know have someone turn on YouTube and I would try to like sedate myself and numb my brain but for some reason I didn't want to my wife left to his church activity so I was home alone for a little bit and so I remember sitting down I'm sitting on the couch I'm just gonna think until the answer shows up so I sat on the couch I'm just kind of daydreaming and thinking and stuff and within 15 minutes all of a sudden like boom this idea popped my head I was like

Speaker 3 oh my gosh I think it solves the problem I'm looking from this angle and this angle every single angle I was like this solves the problem like within 15 minutes it just showed up when I disconnected from me working and doing stuff and I was telling someone later I was like I feel like God literally like stop working put me on the sidelines and like let me like push something in your subconscious mind.

Speaker 3 So he literally put me on the sidelines so I couldn't do anything and all of a sudden like all these ideas started coming.

Speaker 3 And so four week period of time where I could not use my arms doing literally what it talks about in this book, like shifting from, you know, the 10-hour workday that Russell's normally doing, even I couldn't even do a six-hour workday that he talks about, recommends in this book, I was literally doing like a one or two-hour workday and the rest of the time, like I could just think or walk or, you know, whatever.

Speaker 3 And that's when these ideas started bubbling up. And so it's pretty powerful when you understand like that's how your subconscious brain works.

Speaker 3 Because if you can't find the answer consciously, your conscious mind can only find things through your five senses, right? So if you can't see it, taste it, touch it, smell it.

Speaker 3 or feel it if you can't get the data from there like you can't find the answer if you can't find it from one of those five senses you need to step back and let your subconscious mind bring it to you.

Speaker 3 Then when you understand that, that's the main principle of this book. That's how you start getting more creative in business.
All these ideas will start bubbling up.

Speaker 3 Now, this book obviously talks a lot about using your subconscious mind for creativity. But the other thing to understand is your subconscious mind, it's the belief patterns you have.

Speaker 3 Yes, it will give you ideas and those things will bubble up when you take the time to break away, but also like your subconscious mind, your subconscious beliefs are the level you're at.

Speaker 3 I remember Tony Robbins one time talking about how your subconscious beliefs are and your identity.

Speaker 3 kind of like a thermostat right where if your thermostat set at 72 you may get a little above 72 or below but like it snaps back up right gets above like the air conditioner comes out snaps back down you go down below and the heater snaps back but like that's like your floor your subconscious floor right it's a lot of us like we have these beliefs and this is our subconscious floor right and we have desire to raise the temperature to raise the heat to 90 or 100 degrees where we want to be at right and so we had we set that conscious decision like i'm gonna do the thing right what happens is it goes up a little bit and then your subconscious is like uh nope it snaps you back down to where it believes you you belong right to that level And so we, all of us, we have these subconscious floors, these beliefs that we have.

Speaker 3 And so if you ever felt stuck, like that's the reason reason why so understand your subconscious mind how to figure okay where's the beliefs that i'm at how do i break those beliefs and set a new temperature right a new level like that's the key to start moving up and actually having more success than you are today if you want to get a copy of this book they are hard to find first editions there's some reprints on amazon they're okay but i got my notes for this so if you want to see my notes on this book going chapter by chapter sharing the best quotes the best ideas examples and case studies and how you as a funnel hacker you as a marketer can actually implement these things inside of your busy work days down in the comments in the description we will have a link to the notes where you can get notes for the subconscious mind in business This book is awesome, it's powerful, it's a quick read, but it's something that'll help increase your creativity and help you to break through whatever sticking point you're at and get to the next level.