Leadership & Vision: How to Capture and Cast a Vision That Inspires Growth | #Success - Ep. 13

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Speaker 4 This is the Russell Brunson Show.

Speaker 4 What's up, everybody? This is Russell. Welcome back to the show.
Excited to be hanging out with the edge today.

Speaker 4 And today, I want to talk about a topic I haven't talked a lot about with you guys, which is leadership.

Speaker 4 And more so than leadership, actually, a very specific part of leadership, which is how do you, first off, how do you capture a vision? Right.

Speaker 4 And then, number two, after you've captured the vision, how do you actually share that vision with other people, right?

Speaker 4 To get people to want to follow you, both like customers, but also employees and partners and team members, right? How do you cast a a vision in a way that gets people to want to come to you?

Speaker 4 And this is actually a really interesting question. I got it from one of my friends.
It was after Funnel Hacking Live.

Speaker 4 Obviously, if you guys, you know, if you've been following the ClickFunnels movement for the last decade, like we built a huge business in a brand and every single year, we do this big event.

Speaker 4 And this was the last one, Funnel Hacking Live 10. And it was a little after I got off stage.
I got a message from my buddy, and he asked me, I said, you know, how do you do that?

Speaker 4 He said, I want to do that in my business. Our company's growing.
Things are good. Like, I really, I want to figure out how to cast, like, first of all, how to capture that vision, right?

Speaker 4 Like, what is the vision? How do I find what the vision is for my business? And number two is after I have that, how do I, how do I get the right people? So, that's what I'm gonna talk about today.

Speaker 4 Because, as you know, without a vision, the people perish. And our job as visionary entrepreneurs is to cast that vision.
And when you cast that vision, your people will come to you.

Speaker 4 Okay, you probably heard me

Speaker 4 talk about this before, but a lot of people are scared. Like, I don't want to put myself out there, my vision out there, because people are going to make fun of me.

Speaker 4 And the reality is, like, I promise you, people make fun of me more than probably anybody, right? We spent just on one event last week, we spent a million dollars in ads.

Speaker 4 My face was everywhere on the whole internet. And guess what? A lot of people don't like seeing my face everywhere all over the internet.

Speaker 4 And there's like all sorts of people talking trash in the comments and things like that, right?

Speaker 4 Like when you put yourself out there, there's going to be people who do not like you and they're going to be vocal about it. But your job is not to

Speaker 4 speak to everybody, right? Your job is to talk to the people you've been called to serve, right?

Speaker 4 And so when you put your vision out there, there'll be people who'll be offended, who'll be annoyed, people who don't care. But when you do it correctly, your people will hear you, right?

Speaker 4 And they're going to come to you and you're going to have a chance to serve them and change their life. Okay, we are visionary entrepreneurs.
We are the dreamers.

Speaker 4 One of my favorite quotes is from T.E. Lawrence.
He says, all men dream, but not equally. Those who dream by night in the dusty recesses of their mind wake in the day to find that it was in vanity.

Speaker 4 But the dreamers of the day are dangerous men, for they must act out their dreams with open eyes to make it possible.

Speaker 4 I love that quote. It's like a rallying call.
We had that on the back of the t-shirts one year at Funnel Hacking Live because I love it so much. It's kind of funny.

Speaker 4 I have an aura ring, so I sleep every single night. It is funny, my wife and I always tease because my wife, she sleeps so good.
Every night, her REM and her deep sleep's like at 25, 30%.

Speaker 4 Mine always is like, my REM's like at 3% or 1% or 2%.

Speaker 4 And it bothers me because she always has these amazing dreams at night. She tells me these dreams like, that is so quick.

Speaker 4 I don't remember any of my dreams. But then I found this quote.
I tease her. I'm like, well, I'm a dreamer of the day.
So that's the difference. Like, you dream at night, but I dream in the day.

Speaker 4 But it's such a powerful thing, right? That's our job as visionary entrepreneurs to be the dreamers of the day. I'm going to read the quote one more time because it's so powerful.

Speaker 4 I want you to like to rehear it because some of you guys don't want to roll back on the thing. Instead, I'm just going to share it with you.
Okay. So once again, all men dream, but not equally.

Speaker 4 Those who dream by night in the dusty recesses of their minds wake in the day to find that it was in vanity. But the dreamers of the day are dangerous men.

Speaker 4 They may act out their dreams with open eyes to make it possible.

Speaker 4 Such a powerful thing. Okay, so I'm going to go through this.
I've got a bunch of notes here. I'm going to go through.

Speaker 4 And there's basically three kind of phases I'm going to walk you through. So the first phase, the first step, whatever you want to call it, first secret if you're Russell Brunson, oh, I am.

Speaker 4 Secret number one, step number one, whatever you want to call it, is actually you have to become a leader. And this is the interesting thing because

Speaker 4 I don't know, like, I've never really taught leadership before. I don't love reading leadership books even.
But the reality is that people want to follow a leader.

Speaker 4 Like, you have to be willing to step up and be that leader. And most people in this world do not want to be a leader.
They are scared to death of

Speaker 4 leadership, right?

Speaker 4 And it's interesting, if you've read the book Atlas Shrugged, one of my favorite books, but there's a scene in the very beginning where Daphne is on the, she's the head of the railroad.

Speaker 4 She's on the railroad train. It gets stuck.
And, you know, this train's been stuck for like 20, 30 minutes. She comes out and she's like, why is it not moving? Like, oh, the light turned red.

Speaker 4 Like, well, like, how do you fix it? Like, well, I wait for them to fix it. Like, well, is there any issue? Like, no, you could go.
But, you know, and

Speaker 4 the railroad workers, like, they did not want to take the responsibility on their own shoulders. They refused to do that, right? And finally, she's like, she's like, I'm Dagney Tagger.

Speaker 4 I'm the president of the railroad. Like, you're going to go.
And, like, so if you go, you'll take, like, if something goes wrong, it'll it'll be on your shoulders, not ours, right?

Speaker 4 And she's like, yes. And, like, she was willing to step up and like, and take that, right? And then, and, and take the responsibility if something went wrong.
Like, that's what leadership is, right?

Speaker 4 To be willing to say, I, this is the direction we're going. If it's not right, I will take extreme ownership over the thing.
Because most people will not do that, okay?

Speaker 4 They're so scared of getting in trouble or breaking something. They don't want to have the responsibility.
They'd rather do nothing.

Speaker 4 In fact, this is why the whole, I'm not going to get political because I don't care about politics, but it's like the whole situation we are in as a country, country is because nobody wants to step up and do the thing and then take accountability whether it fails or successful, right?

Speaker 4 So if you're gonna be leader, it's one of the core things. You got to be willing to be the person who's gonna take extreme ownership.
Like just I'm doing the thing and people look up to that.

Speaker 4 People are looking for that. They're begging for that.
Like they desire that so bad.

Speaker 4 I think it was Jay Abraham who once said, he said, people are walking around with like a cord coming out of their bilgo cord.

Speaker 4 And he said they're secretly, like they're looking for a leader they can plug into, right? They're looking for something.

Speaker 4 So the masses, the most the people you are trying to lead like they're walking around looking like I want to plug into something like I'm looking for that you're looking for the person who's gonna step up right that's what you as a leader have to do okay the next thing I have in my notes here is is that if you want to be a leader you have to bring energy to the table now it doesn't mean you have to bring Russell Brunson energy or Gary Vee energy or Tony Robbins energy you got to bring your energy but the right level right and when you do that

Speaker 4 There's a really cool, in fact, it's so funny when I got in this business. I used to hate when people talk about energy.
I'm like, it's so cheesy. So, oh, I used to hate that, right?

Speaker 4 But as I've done this more and more, like, it is insane how powerful it is. Like, the energy you bring to a situation will attract the same type of person, okay?

Speaker 4 In fact, I bought, I don't know what they're at, I bought some tuning forks. I heard this is a thing.

Speaker 4 I don't know if it really is or not, but it illustrates my point, so I'm going to share it with you anyway, okay? It's when you get two tuning forks, right?

Speaker 4 Two different ones, and you hit one over here, one over here, and they're two different vibrations, but you bring them together, what will happen is that they sink vibrations, so eventually they're both the exact same vibration, same vibe, right?

Speaker 4 And so what you are, the energy you're putting out in the world, you will attract people with the same vibration as that, right? So you got to put those things out there.

Speaker 4 So if I come into a room and I'm like, hey guys, what's up? What's going to happen? Everyone else in the room is going to lower down to that energy level, right?

Speaker 4 And so you have to understand, like, like you're in charge, like as the leader is like the energy management of the room. Like when we look at funnel hacking off, I've got 5,000 people in the room.

Speaker 4 Like, like, my number one role is energy management, like getting people's vibration high enough. They can learn, they can listen, they can pay attention, right? Same thing in my inner circle.

Speaker 4 I told people, I'm like, we have two days. We're sitting in a room talking about our businesses.
Like, it's really easy to fall asleep and to doze off. And my job is energy management.

Speaker 4 I got to raise the vibration of the room and keep it up here. That way we can learn, we can focus, we can grow.
Because if it's not, it's going to be off, right?

Speaker 4 And the same thing is true when you're trying to attract people. Like, they're attracted to your vibration.
So if your vibration is like, oh, woe is me, things are sad.

Speaker 4 You're not going to attract the right people. You can attract other people who are like, oh, life is hard.
Woe is me. Right? You attract, you don't attract what you want.
You attract who you are.

Speaker 4 This is the Myron Golden quote, right? You don't attract what you want, you attract who you are. Okay.
We talk about this by selling.

Speaker 4 Like, if you want to be someone who goes out there and you want to sell $1,000 courses, you never bought a course, guess what? Okay, you're not going to attract

Speaker 4 who you want. You're going to attract who you are.
If you're someone who's too cheap to invest in yourself, guess what?

Speaker 4 You're not going to attract the kind of person you want who's going to invest in themselves.

Speaker 4 I remember Dean Graciosi launched a $100,000 mastermind. I literally was the first person to write a check.
And he's like, you don't even know what's about.

Speaker 4 I'm like, I know, but I know that if I am going to try to ask people for $100,000 in the future for my masterminds, I've got to be willing to be the person to do that.

Speaker 4 Because I'm not going to attract who I want. I'm going to attract who I am.

Speaker 4 And I'm the kind of person who will will invest a hundred thousand dollars in my education okay when I did my million dollar seat offer guess who the very first person to buy it was it was Myron Golden why right he told me he's like because I wanted to sell a million dollar offer and I needed to be the kind of person who spent a million dollars an offer if I'm gonna if I'm gonna be asking something because I don't attract who I want I attract who I am vibration it is huge okay now it doesn't mean again you don't have to russell brunson vibration um it's interesting I look at

Speaker 4 Successful companies and organizations and I look at the leader and the the team around leader very similar like Jeff Walker is a great example.

Speaker 4 Jeff's been doing this game for, you know, I mean, back when I got started, he was getting started. So it's been 20 plus years he's been doing this game.

Speaker 4 And if you look at like when my organization and his organization try to work together, it's interesting because like we have different vibrations. I'm like the Russell Brunson, let's go vibration.

Speaker 4 Like that's our people and there's that, that's happening. Jeff is very much more, you know, conservative, like slower energy, things like that.
And the people in this team are that way.

Speaker 4 Now, it doesn't mean that he's right, I'm wrong. It's not.
I'm saying you're going to attract the people that are similar to you. So you look at Jeff's entire team.
I remember every conversation.

Speaker 4 I'm like, this is so fascinating. Like they're all Jeff Walker's energy.
That's the energy level that they're all sinking to, right? My people sink to my energy. And so it's just fascinating.

Speaker 4 So it doesn't mean you have to have the wrong energy. It's just bringing the right energy, your version of that, your version of like high energy.

Speaker 4 It doesn't have to be, well, Russell Brunson energy, right? Your version of that is going to attract the right people. Okay.
So if you want to be a leader, that's a big key. Okay.

Speaker 4 Next thing about leadership I want to share is you have to have standards. What are you for and what are you against?

Speaker 4 What are you not willing to allow happen? What are you willing to allow happen, right? Your people are looking for that. They're watching you.
They're seeing like, does Russell Ben in this situation?

Speaker 4 Does he not? What does he do? Right? And you can make mistakes. I've made a lot of mistakes.
I've had to apologize to my own team about stupid stuff I've done in the past, right?

Speaker 4 I apologize to our community. I literally, at Funny Locky Live, apologize again to our community for stupid things I did.
Like, it doesn't mean you have to be perfect, but you have standards, right?

Speaker 4 You set a standard and you stick to it. And people relate to that.
And again, sometimes they're going to hate you for your standards, okay?

Speaker 4 But other people are going to be attracted to you because of those standards, right?

Speaker 4 Like, that is is the key what you're trying to do um in fact i found a um this is something i've had multiple people on my team tell me this is why to this day they've stuck with me even though you know through ups and downs the last couple years um september 11th 2021 i made this post and what happened to set this whole thing off this is during the whole pandemic all the things i'm sure you remember um but there was a time in that season when we literally had um people coming to our office asking how many employees we had and then trying to force us to force our people to do things which i am not not okay with i'm okay with everyone like i'm people choosing what they want to do totally cool with that i think everyone should have freedom of choice um but for me to force something i do not agree with and um that night i posted this and i'm just going to read it um because um this was like me setting a standard for myself my team and again i have people to this day are like because of that post is why i am here and i'm not going anywhere because i because like i saw your standards and i and i aligned with that and i want to be part of that so i had this right row i said what happens when you take away freedoms from prime movers, aka entrepreneurs?

Speaker 4 For anyone wondering how this plays out, read Atlas Shrugged.

Speaker 4 When the government comes in and takes away freedoms and makes it so that the prime movers don't want to produce anymore, well, the ending isn't good for anyone.

Speaker 4 There are three statues that I had commissioned that will be standing in my office soon. The first represents Atlas, my entrepreneurs, holding the weight of the world on their shoulders.

Speaker 4 This is a responsibility we happily bear. The second statue is Atlas shrugging.
And the third is him walking away from it all.

Speaker 4 We are quickly seeing the government overstepping their reach and taking away our freedoms. I don't get political ever online.
I don't care if you're on the left or on the right.

Speaker 4 I don't care if you get a jab or not. As long as your choices don't affect my ability to produce, I'm finely do you.

Speaker 4 As Voltaire said, I may disagree with what you have to say, but I will defend to the death your right to say it. But when you try to take away my freedoms, this affects everything.
For the record,

Speaker 4 I won't take away my employees' freedoms. If it means I have to pay fines to protect them, I will.
If it gets worse, perhaps that'll be the point that I shrug and I walk away. I hope not.

Speaker 4 I love what I do. I love producing.
I love my life. Our estimates now show that ClickFronts has conservatively created close to a million jobs in counting.

Speaker 4 When entrepreneurs start to shrug and walk away, we are all in trouble. Fight for everyone's rights, even if you disagree with what they want to do with those rights.
Okay? Boom. Set the standard.

Speaker 4 This is what I believe.

Speaker 4 For you, does your team know the standards? Like, what if they put those things out there? Like, you need to be willing to put those things out there because people will be attracted to that.

Speaker 4 It's interesting in a day and an age where us as humans are more and more soft.

Speaker 4 It's interesting, like you don't attract people with that. You attract people with standards.

Speaker 4 And the higher you set your standards, the higher those people will come to you as well. Okay.

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Speaker 4 Next part of leadership. You've got to be in the trenches with your team.

Speaker 4 I think the reason why my team will produce so hard and they work so hard is because they know that I am producing hard and I'm I'm working hard. They know that I'm here late nights.

Speaker 4 I'm here early mornings. I'm killing myself on the weekends.
I'm like stressed and anxiety and all the things. And they see me doing it.
And because of that, they're willing to do it as well.

Speaker 4 We had something really cool happened.

Speaker 4 Bill Allen became our CEO for the Prime Mover side of our business, our info coaching side of the business. And Fun Hacking Live, we've done last day.
It's crazy.

Speaker 4 Everyone's like, you know, our team's stressed out of the max and we're ready to go and

Speaker 4 you know, go leave and go party and go whatever, get out of Vegas and go do whatever, right? And Miles and Clayton, who who run our events, they were trying to leave and they went down.

Speaker 4 And if you guys are fun, I got these big glow sticks. They're like 5,000 times, so 10,000 these glow sticks.
Everyone's whacking around when Tony Robbins on stage was really, really fun, right? And

Speaker 4 the hotel said they refused to clean it up. Even if we paid a fine, they refused to.
So Miles and Clayton down there by themselves, clean this whole thing up.

Speaker 4 And Bill called Miles, like, hey, just go on, come hang out and, you know, go enjoy. go enjoy Vegas.
And he's like, oh, I can't because we got to go, you know, clean up these

Speaker 4 things. Now, what, you know, some types of leaders do, it's just like, oh, well, okay, let me know when you're done.
We'll see you, right?

Speaker 4 But Bill, who's, again, the CEO of the company, he's got his own successful company,

Speaker 4 like,

Speaker 4 of all the people, he shouldn't have been down there.

Speaker 4 But Bill stopped everything, grabbed his kid, sort of running down the hall, grabbed the rest of the team, as many people as he could, went down there, and was down there, cleaning the entire thing with everybody, right?

Speaker 4 Guess what? Miles, Clayton, our team, like they will go,

Speaker 4 they will do whatever Bill says at this point, right? Because he lives in the trenches with them. It wasn't just like him trying to lead from afar and like whatever.

Speaker 4 It's like he was down there doing it. Like that's, that's what, that's what people need to see, is what they want to see, right?

Speaker 4 And then the last thing, this is actually Tony Robbins thing.

Speaker 4 I heard him at my very first UPW I ever went to, he shared this. And it has such a big profound impact on me.
Every time I think about leadership, this is the quote that like pops back in my head.

Speaker 4 So this is one of Tony's frameworks. He calls it the three mandates of leadership.
And the first mandate is when something happens, you have to see it as it is, not worse than it is, okay?

Speaker 4 What most people do, what the 99% of the people out there who are looking for leadership, they're going to see something like, oh, this is way worse than it is.

Speaker 4 Like, no, you have to understand, like, leaders,

Speaker 4 they see things as they are, not worse than they are, right? So that's a big thing. You have to be able to think, this is what it is.
It's not worse than this. This is what it is, right?

Speaker 4 That's step number one. Step number two, after you've done that, then you need to see it better than it is.
Okay, this is where vision comes from. Okay.

Speaker 4 Okay. I saw it as it is, not worse.
Okay. Worse is the opposite of vision.
Okay. I see it as it is.
Now I see it better than it is. Now that's vision.
Okay. This is good, but there's great over here.

Speaker 4 And then then the last step in Tony's three steps is then you make it the way you see it.

Speaker 4 Okay, that's the job now to go out there and to move heaven and earth and do everything you need to do to be able to go and actually create that thing and make it happen.

Speaker 4 So those are the three mandates of leadership. So powerful.
Again, number one is see it as it is, not worse than it is. Number two, see it better than it is.

Speaker 4 And number three, make it the way you see it. That's what leadership.
That's what vision. That's what all those things are.
Okay.

Speaker 4 So that's the first thing I want to kind of caveat this entire this show is just like leadership because I don't ever talk about it, but those are the, and again, there's been books written.

Speaker 4 I've got a book right here from John C. Maxwell about leadership, right? You know, like

Speaker 4 there's been millions of books written on it. So like, this is not a, you know, all things, but these are the things that for me that I feel are the most important.

Speaker 4 It's the things that have had the biggest impact. A lot of things weren't things I was thinking about.
I just did it. And then I see the, like, what happens on the other side? I'm like, oh, wow.

Speaker 4 And I see like other people's teams and other companies. It's like, that's why those people aren't having success, right? Because the leader is not leading.

Speaker 4 And when the leader was willing to lead, that's when everything changes. Okay.

Speaker 4 And if you've been a leader in the past and you've forgotten yourself that's a big step too like come back and like remember who you are um at funnel hacking live this year i did a presentation um at the very end it was called one funnel away evolution it was like part two of my one funnel away pitch from now i did it i did an event or i did a presentation in 2017 talking about one funnel away and this is part two and in there i talked about how over the last couple years how like i forgot who i was right it happens to all of us all leaders you forget who you are and i was lucky enough to have somebody who is a leader who had a set aside high standards andy elliott i went out to his office and like and in at the presentation i talked about that how that like helped like andy helped me to remember who i was after i remember like oh yeah i'm russell brunson i'm gonna step back in this calling like it's been crazy ever since then like the shift i've seen in myself and you've probably seen it you probably felt it if you've been following me for a long time right um

Speaker 4 and so uh yeah leadership is such a such an important part of the the game okay all right so number one is you being the leader step number two okay again i got three steps here so step number two is how do you then capture the vision uh and my friend that voxed me me, he asked that, he's like, he's like, are you just sitting around like thinking about things or like, like, how do you, how do you, how do you find that?

Speaker 4 And so

Speaker 4 it's such a good question and it's, it's a hard one to answer. I got, it took me a while to think through this, like, how do I, like, how do I see the visions that I see?

Speaker 4 Like, what does that look like? Um,

Speaker 4 the first one, the first note that I have here is like, that I think through is like, who is it that inspires me? I need inspiration.

Speaker 4 Like, you don't just come up with a vision just like out of thin air, right? It's like you're looking at inspiration in a lot of different places.

Speaker 4 Like one of my buddies, Dan Usher on my team, who does does a lot of our film stuff,

Speaker 4 he spends, I don't know, half his, I'm exaggerating, but he spends so much of his time actually watching film and studying inspiration, getting ideas from other people.

Speaker 4 And then from there is where his creativity and his vision comes, right? It's not just like looking at a blank slate, like, okay, like, brain, be creative, come something.

Speaker 4 It's like, no, like, you got to look at a lot of inspiration, right? A lot of people like hear me talk about funnel hacking, look at one thing and they copy. It's like, no, that's not funny.

Speaker 4 It's like, look at like everyone doing what you want to do. What are they doing? Why does it inspire you?

Speaker 4 Like, and from there, what you do is you get influences from four or five things, and then you remix them, and then boom, you create something that's your own. I remember I asked Dan about that.

Speaker 4 I'm like, How do you create your he creates these things for us called after movies? Like, so funnel hiking live happens, and they make they take all the footage and they build these.

Speaker 4 Like, it's like a trailer for the event that just happened, right? It's an after movie. And that's what he told me.

Speaker 4 So, he's like, I look for inspiration from 10, 20, 30, 40, 50 different places, right? From there, I'll find three or four things that really inspire me.

Speaker 4 I take those ideas, I remix them, and then from there, boom, I create my own thing, right? I started thinking about that with me, it's like very similar. Like I'm looking at a lot of things.

Speaker 4 I think about just pre-ClickFunnels. I remember going to Clickbank's offices.
Clickbank is here in Boyce Seattle as well.

Speaker 4 I remember walking in, I saw their office, and they had like this international team, they had clocks on the wall, all this stuff.

Speaker 4 And I was like, God, I wish I had a business like this that actually mattered, right? Clients and clocks and like all the, it was such a cool thing. And I remember going to,

Speaker 4 I flew out to my friend

Speaker 4 Andrew Fox, who is in the, he's in Ireland, and we went on his yacht.

Speaker 4 I remember being in in the yacht that night and and then that was the same time that the movie social network came out I remember going like leaving the yacht went to the social network and watched that I remember seeing that and there's that scene when when Zuckerberg was like and he's talking to

Speaker 4 the Napster guy what's his name

Speaker 4 Anyway, and he's like, he's like, you know what's cool is, you know, a million dollars isn't cool. You know, it's cool is a billion dollars.

Speaker 4 I remember thinking like, god, I want a billion dollar idea, right? And then like, and I'm looking at businesses and brands and companies.

Speaker 4 I saw like what Ryan Dice and Perry Belcher were doing traffic conversion. I saw that, and like, and from these things, I saw Dan Kennedy.

Speaker 4 I saw Tony Robbins like I saw all these different things and from that I was like okay I like pieces from all these like I love traffic conversion I love Ryan and Perry teaching I love Tony Robbins because I was jumping around in energy I love the personal development stuff I love Dan Kennedy because of the learning I'm like how do I take those and create my version of it right Boom, insert funnel hacking live.

Speaker 4 What's funnel hacking live? Right? It's like the it's the education from trafficking. It's like the story, the education and stories from traffic conversion.

Speaker 4 It's the content from Dan Kennedy and it's the energy from Tony Robbins. Boom, boom, boom, remix funnel hacking live.
This is my version because I love Tony's stuff, but I wanted more tactics.

Speaker 4 I loved Dan's stuff, but I wanted more energy. I love Dice's stuff, but I wanted more, you know, like people from the community.
And like, from there is how we remix funnel hacking live, right?

Speaker 4 ClickFunnels, it's like we're using this software and this, like all these different things to build our stuff. And it's like, remixing, boom, this is our version, right? So what inspires you?

Speaker 4 Like, looking at that, spending time with it, like, like, really,

Speaker 4 you know, a vision doesn't come from a new thing. It's coming from a remix of stuff that's that's good.

Speaker 4 Like, I take three or four really good things and from that I can create something that's great okay so that's the first thing to think about number two is like what is your art

Speaker 4 people get inspired by art

Speaker 4 I don't know how to explain that better than then it's like for me my art was funnel building like it still is funnel building and that's the thing that I love like it's the so it's like I'm looking at these different inspirations through the lens of like what is your art what's my art right so for me it's like you know Dan Kennedy Tony they're teaching their things but my art's different right and so I'm figuring out like the art that I had and then from there

Speaker 4 From there I start kind of mixing my things together, okay? Next thing about capturing vision is initially

Speaker 4 The vision is not gonna be clear at the beginning and that's okay I think a lot of times we're waiting for like this thing to appear like wait as soon as the vision then I'm gonna move and I don't think it works that way.

Speaker 4 I think that

Speaker 4 And you think about like faith doesn't work that way.

Speaker 4 Like what is like how does faith work like faith is all about like you see it you see a glimpse of like some way that you feel like you need to go the call the contribution i feel like i need to go that way right but then the path is completely foggy and overgrown and you can't see it at all right the vision is not clear but in the pursuit of the vision you start moving towards the direction right you get into momentum then like the pathway starts getting clear i was thinking about this like stepping into the fog right you can't see anything you step in the fog and so you just step down boom like the the fog parts a little bit and you can see a little bit forward and you take the next step boom and it keeps parting and parting and if you keep going moving forward in faith then it shows up right and i think, I don't know, I believe that God gives us these ideas and he's like, he plants these little ideas in our head, right?

Speaker 4 And we have the idea, and he's like, is Russell going to be a good steward of this idea? Let's see. You know, plant this idea, and they're like, see what he's going to do, right?

Speaker 4 And then, if I do nothing with it, he's like, hey, Russell's not a good steward of ideas. That's it.
There's no good vision there, right? But he's like, I'm going to give him a little bit of vision.

Speaker 4 I'm going to give him this thing called Zip Render. I'm going to give him this thing called

Speaker 4 Article Spider. I'm going to give him, I think, these are my first ideas, right? And I like, okay.
And I take the idea, I do something with it.

Speaker 4 And God's like, wow, okay, he's a good steward of this idea. Let me give him another idea and another idea.
So eventually, he's like, Hey, click funnels.

Speaker 4 And then even say, click funnels, I didn't know where it's going to go. She's like, Here's the first part, right?

Speaker 4 I'm going to tell you just enough so you can, so you're excited enough you're going to take the next step of faith, and the next step of faith, next step of faith.

Speaker 4 So, that's how God's dealing with us. I'm sharing that because for step three, it's going to be how you're going to deal with your people as well.
Okay.

Speaker 4 Um, because if, yeah, so uh, the vision is always clear.

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Speaker 4 A good example more recent for me in my life is

Speaker 4 these old books, right?

Speaker 4 It's such a weird thing. Like,

Speaker 4 you know, I bought a first edition book of Mormon seven or eight years ago, and that was like a one-time thing. And And then I bought a bunch more like four years later.

Speaker 4 And then I started like, just like piece by piece, I got excited. And like, there's something where I got excited about old books.
I got excited about Napoleon. I got excited about this.

Speaker 4 And I didn't know where it was going. I felt like there was something.
I'm like, I'm like, somehow this is going to be.

Speaker 4 This is going to change the world somehow. I don't know how yet or where or when, but I feel like this is something.
So I just kept pursuing the thing, right? And opportunities come to me.

Speaker 4 Things would show up. And a lot of people thought I was crazy.
A lot of people thought I was insane.

Speaker 4 People thought, in fact, people were like, do we need to call somebody to have an intervention with Russell? And I was like,

Speaker 4 I'm like, I wish I could explain to you guys my vision, but it's not clear enough for me to explain. But I know there's something, and I'm moving towards it because I move in faith.

Speaker 4 So what I've been doing my whole last 20 years, and people thought I was crazy every step along the way. People thought I was crazy, you know, starting all in business.

Speaker 4 They thought I was crazy building a software company. They thought I was like, you know, everything we've done, people thought I was crazy.

Speaker 4 And every once in a while, I forget that because the people in my immediate, like around my world, like, oh, this is awesome.

Speaker 4 Like the funnel hackers, the prime movers, like my people, like, they, like, they're all excited, right? But I always remember this, like, when I go to a bank and I ask for money.

Speaker 4 So, for example, I'm building this crazy library, right? All these old books. And I go to the bank, I'm like, hey, I need like a $15, $20 million loan.
And they're like, why?

Speaker 4 I'm like, I'm building a big building. There's going to be naked statues of Atlas in the middle of them.
And then there's going to be books there, and there's going to be an event center.

Speaker 4 And people are going to come and they're going to look at my books. And then we're going to do events and we're going to record the events.
And it's going to be awesome. And they're like, what?

Speaker 4 That's not,

Speaker 4 like, none of that makes any sense. I mean, no, it makes total sense.
Like, people aren't going to fly here to go look at your old books. I'm like, no, they will.

Speaker 4 And they're like, no, there's no precedent for that. That's not a real thing.
Like, this is all in your head. It's not real.
I'm like, I'm like, I have a really good track record.

Speaker 4 Like, look at ClickFunnels. Here's this big business, $100 million plus a year.
Like, this is a brand I built. Like, trust me, this is another thing that's going to work.
It doesn't make any sense.

Speaker 4 Even ClickFunnels, because it's software and there's no tangible assets.

Speaker 4 It'd be easier for me to borrow money from a bank if I was a chiropractor or a dentist with assets. Because like, oh, well, you feel I can repossess your assets.

Speaker 4 With clickfronts, like, I can repossess code. Like,

Speaker 4 it's so hard. Like, so every time I think that, like,

Speaker 4 that, like, you know, that I'm, you know, inside my world, I'm like, oh, like, everything I'm saying makes total sense because all of you guys get excited. My team gets excited.

Speaker 4 And then when I go to a bank, it's like, oh, no, I forget. Like, what I'm doing is not normal.

Speaker 4 I forget that sometimes. In fact, I have a quote right here.
This is such a good quote. It says,

Speaker 4 the reasonable man adapts himself to the world. The unreasonable man persists in trying to adapt the world to himself.
Therefore, all progress depends on the unreasonable man.

Speaker 4 Okay, I think when you look at this, like your vision, like you become an unreasonable man, right?

Speaker 4 This is what people are looking for. Like when you're trying to capture something, like, I'm not looking for logic.
Oh, this makes a lot of sense. I'm going to build this.
We're going to do this.

Speaker 4 Like, it's the unreasonable idea. Like, that's the interesting vision, right? That's something people plug into.
That's where they're like, wow, this is different.

Speaker 4 This is not what I've seen before, right?

Speaker 4 and so i think a lot of times it's sad it's like um putting out ideas that are just they don't make any sense and people are like i don't really know what he's doing but man they and there's something exciting about that i want to be part i want to plug into i want to plug into that thing right so again uh the quote one more time because it's so good the reasonable man adapts himself to the world the unreasonable The unreasonable man persists in trying to adapt the world to himself.

Speaker 4 Therefore, all progress depends on the unreasonable man. Such a cool thing.
Such a cool thing.

Speaker 4 Okay, before I jump into step number three, I got a really quick ad read for you guys from the greatest company in the world. It's called ClickFunnels.

Speaker 4 Now, obviously, if you want to sell your stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels.

Speaker 4 ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to lead their nine-to-five and to launch their dreams than any other company in the world.

Speaker 4 ClickFunnels was built for the dreamer and the doer, and you can get a free fourth-day trial by clicking on the link in the description or going to clickfunnels.com/slash podcast right now.

Speaker 4 ClickFunnels because you're one funnel away from changing the world. Okay, let's move on to step number three.
How do you cast the vision?

Speaker 4 And how do you cast the vision in a way that's going to attract A players to come to you, right? Both from customers, but then also employees, partners, things like that.

Speaker 4 And so there's a couple of things. Number one is

Speaker 4 you have to live this, right?

Speaker 4 I wasn't trying to attract people into ClickFunnels. I was just obsessed with my art.
I was obsessed with it. I was doing it.
And like people saw how excited I was, right?

Speaker 4 I was living it every single day. And people are like, I want to be part of that, right? Like, that's such a big, a big part of it.
It's like, you've got to live your mission.

Speaker 4 You got to live the thing, right? Some people are just, I don't know, they're creating it. They're trying to create this vision over here for something that they're not actually obsessed with.

Speaker 4 They're not living it, right? Like, you've got to be the one living this. So people are like, wow, whatever that guy's drinking, I need some of that.
That's a big part of it, right?

Speaker 4 That's one of the things you got to do. The next thing I had here is you've got to create a really great opportunity for those people, for the A players.
Like, what's the opportunity for them, right?

Speaker 4 Everybody's looking for an opportunity. They're trying trying to figure things out.

Speaker 4 And good people, the A players, they have a lot of opportunities. So, what's the opportunity for them? Like, why should they step into your world? What does that look like, right?

Speaker 4 And number one, it's like they've got to feel part of the vision, right? So, I start sharing the vision and like, oh, that's cool. I want to be part of that.
It's the first part, right?

Speaker 4 But then the next is like, how do you create an opportunity for them? You know, a really good example is Dave Woodward. Dave was someone who,

Speaker 4 me and him,

Speaker 4 like, I met him initially, man, probably 10 years before ClickFunnels. And I cast a lot of visions with him.

Speaker 4 I tried to do things, I pitched him on a lot of things, and a lot of me's like, oh, it's cool, it's cool, but like it wasn't the right thing, and I was okay with that, and he was okay with that.

Speaker 4 And then eventually, I remember when ClickFunnels came around, we were probably, I don't know, five or six months old, and

Speaker 4 he knew how passionate I was about it, because like he saw me glowing up and fired up, right?

Speaker 4 He remembered he started coming to the events, and he came to when I spoke at traffic and conversion, and he saw me living it, so exciting. And then he came to me afterwards.

Speaker 4 He's like, I want to plug into that. Like, I feel the energy of this.
It feels bigger than just a software company.

Speaker 4 It feels like something like I want to be part like what like what does that look like and I didn't know but I was like I was like dude if you want to come be part of this like we'll figure out an opportunity we'll figure out a way where this will be very like this will be amazing for you right and so we started trying to figure out that opportunity for him

Speaker 4 and again at first I didn't know what it was same thing Todd Dickerson and I plugged in Todd like he didn't come initially for like this is how much money you're gonna make here's the salary here's the paycheck right he came because he's like there's something here like we can do something like he's like my skill set but your skill set like we can do something really really cool right and todd worked as you probably heard the story before he worked for free for a year before he ever asked.

Speaker 4 In fact, he never asked for them. Before I find the smart of like, I should pay you something so you don't leave, right?

Speaker 4 And then, but then inside of that, it's like, we're creating a world where they can thrive, right? How do you create an environment where the A players can?

Speaker 4 can like long-term like I can I can plant my flag here because there's opportunity like I could build a business I could get equity I could get profit share I could like whatever like the the thing that they desire like how do you build that opportunity for them as well right that's a big part and the last thing I kind of had here was just understanding that the same way that when god's like revealing the vision to you he doesn't show you everything up front and the same thing is true um when i share my vision people um i can't i can't if i were to share if i were to share with my team everything that's in my head it would it would

Speaker 4 it would overwhelm them it would stress them out there are a few people i can pitch and catch with 100 but there's not a lot right and i know that and so i share with them what they need to understand for the next step of the vision right um i i remember uh her mosi spoke at funnel hiking live five or six or something and he was doing a sales presentation then he said it was so cool he's like the problem most salespeople have is that they is that they're selling the trip not the destination right like let's say you're going to hawaii you're selling a trip to hawaii like you sell the palm trees and the coconuts and the like like the beach and like that's what you're selling right you're not selling all right you're gonna go on an uber to the airport they're gonna sit on a plane for 22 hours and then you're gonna like all the little things that's most people are doing right so i'm casting a vision i'm not casting like okay you're gonna jump into Uber and then from there you're gonna do this and you're gonna like you don't sell that right I sell them like this is what Hawaii looks like I've seen it it is beautiful you guys are watching like you're gonna want to come to Hawaii I promise you it's amazing right and they're like okay like that's the vision you're selling them on right but you don't tell them all the other pieces because that'll overwhelm it'll stress people out right but after they're sold on the vision right and they're part of it they plugged in and they understand it then you can start revealing okay here's the here's the path here's the things we got to do but they got to be bought in first if they're not bought into the strategy the vision the thing first they're not going to be willing to put in the effort it takes right and think about this I think this all the time like had I have known what it was going to take in fact I

Speaker 4 would say probably once a month I get somebody comes like hey Russell I've got a billion dollar idea like I'm gonna share with you and you like you're gonna make so much money I was like no like why not like I have a billion dollar idea.

Speaker 4 I do not want another one. I know what the destination is to build a billion dollar thing.
And I have been on that path. I've been doing it for the last decade.
I have no desire to do it again. okay?

Speaker 4 Because I know what it's like. So, when people pitch me on a billion-dollar idea, I'm like, that's the last thing in the world I want right now, is another billion-dollar idea, okay?

Speaker 4 Because I know what it's like, right?

Speaker 4 They always say, like, the reason why we're successful entrepreneurs when we're younger is because we don't know any better, like, we don't know all the pitfalls and the stress and the ups and the downs.

Speaker 4 And all the things are going to happen for us to be successful, right? We don't know about those things, okay?

Speaker 4 Um, and so, but we see a vision, like, I want to do this thing, and so you go down and you're willing to do the things, you're willing to go through the pain, you're willing to go through all the steps in the destined in the trip, in the travel, because you're trying to get to that destination, right?

Speaker 4 And so for you, it's the same thing, understanding, like if you try to spew out, like, okay, this was going to take and we're going to have to kill ourselves and like, you don't tell people that up front because that's not how you sell them, right?

Speaker 4 You sell them the vision. Here's the destination.
Here's where we're going to go. It's going to be hard.
But together, if we combine our forces, this is what's possible. It's what we can do, right?

Speaker 4 They get bought in the vision. And then they don't care about like the rest of it, right?

Speaker 4 You know, like after we got, we bought into ClickFunnels vision, we started running and we were doing the thing and it was like, I can't tell you that, like, I wish someday I'm going to write a book.

Speaker 4 I bought Bootstrap.com a long time ago, specifically for the purpose of writing a book to tell the ClickFunnels story someday.

Speaker 4 So someday you guys will hear the story, but it has not been sunshine and roses. Like building a billion-dollar brand? No, it is not.

Speaker 4 The things that I deal with on a weekly basis are things that would have crushed me

Speaker 4 if I had to deal with one of those things a year ago, right? things I deal with hourly daily like like

Speaker 4 how much you have to increase your capacity to handle a thing is so much right and anyway so someday someday I'll tell the full story but just understanding that like the job of yours is to cast the vision and then people start running and then what will happen is that your capacity will increase right

Speaker 4 the the the trials the headaches we had year one of click funnels are things that like now I solve in a in a text message like boom's done right and they're like week-long you know, month-long stress, anxiety, da-da-da, right?

Speaker 4 And the things I'm dealing with now, I never could handle back then. And so, that's what's gonna happen to you.
Like, you're sharing the vision.

Speaker 4 People come on board, and then they're gonna go through with you, right? And it's gonna break them, but it's gonna increase their capacity and break and increase the capacity.

Speaker 4 And along the way, you're gonna lose people. There's gonna be people who are like, I can't do this anymore.
I'm out. I cannot handle the heat.
I can't handle the pressure, and that's okay, right?

Speaker 4 People are gonna leave, they're gonna, they were part of your vision for a while, but now they're not, that's okay, right?

Speaker 4 But there's gonna be people who keep going and they're gonna go through this refiner's fire with you, right? Of breaking down and increasing capacity, breaking down, increasing capacity.

Speaker 4 And you look at them a decade later when they're still with you, right? Those are your A players. Those are the ones, but it's because they bought into the vision initially.

Speaker 4 Those are some of the things. Again, I don't think it's a complete answer.
I don't think it's the best answer, but it's the best answer I have. To kind of recap the things that I talked about, right?

Speaker 4 Number one was you have to step back up and become a leader, right? You do that by the energy, the vibration you bring, right?

Speaker 4 By raising your standards, letting people know about their standards, living in the trenches with your team, and then understanding the three mandates of leadership.

Speaker 4 See it as it is, not worse than it is. See it better than it is and make it the way you see it, okay?

Speaker 4 Step number two, we talked about how to capture it through figuring out like the inspirations, looking at those things, right? What's your art?

Speaker 4 Being the unreasonable person and understand the vision is not going to be clear, but your job is to go out there and keep stepping forward and going through it, right?

Speaker 4 And the last step was then how to cast it, right?

Speaker 4 Living it every single day, creating opportunities for the A players, and then selling people on the vision or the destination, not on all the steps inside the trip. We do those things.

Speaker 4 That's the things that I've done successfully over the years to build up ClickFunnels, the brand, the people, the team.

Speaker 4 And I'm going through the process again right now. Like we're in the middle of casting new vision and there's a lot of pain with that going through it, but also a lot of excitement.
And

Speaker 4 it's really, really cool. So

Speaker 4 for those of you guys who have a funnel, I want you to understand if you have a funnel, but it's not converting, the problem 99% of the time is your funnel's good, but you suck at selling.

Speaker 4 And if you want to learn how to sell so your funnels will actually convert, then get a ticket to our next selling online event by clicking on link in the description or going to sellingonline.com slash podcast right now.

Speaker 4 All right, with that said, you guys, I hope that helps you guys to figure out how to capture and cast the vision as a leader. Hopefully it'll help you to have a vision so your people will not perish.

Speaker 4 And hopefully it'll help to change your business and your life.

Speaker 4 If you enjoyed this episode, please let me know. Please share with other people.
It mean the world to me. If you're on YouTube, make sure you like, subscribe, comment down below.

Speaker 4 I read all the comments, which is really fun. And if you listen to the podcast, please go leave me a review.
It mean the world to me. I appreciate you guys.
Thanks so much for listening.

Speaker 4 And I'm going to end this one where we started with one of my favorite quotes from T.E. Lawrence: All men dream, but not equally.

Speaker 4 Those who dream by night in the dusty recesses of their minds wake up in the day to find that it was a vanity.

Speaker 4 But the dreamers of the day are dangerous men, for they may act out their dreams with open eyes to make it possible. Thanks so much, you guys.
I appreciate you. Become a dreamer of the day.