How to Step Into Your Purpose and Change the World (Russell’s FHL 2025 Keynote) | #Marketing - Ep. 10

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27,375. Who knows what number that is? 27,375.
That's the average number of days a human being lives on this planet. There's a quote that I love.
It says that most men lead quiet lives of desperation and die with their songs still in them. Think about this a lot, right? Most people, they don't do what we do.
They don't show up to Las Vegas jam in a room with a whole bunch of other crazy people trying to figure out how in the world to change the world. We think about this, the song that's still in them.
What is that song, right? For every single one of us, that song is our calling. It's the passion.
It's the thing we have. Mark Twain said, the two most important days in your life are the day that you were born and the day that you find out why.
And some of you guys probably came to Funnel Hacking Live. Who are my first timers in the way? Raise my hand first timers.
Okay. The rest of them know, but some of you guys probably came here thinking you're going to learn about funnels and how to drive traffic and stuff like that, right? And you will.
We're going to talk about that. But the real reason why you guys are here today and over the next four days is you're going to be learning how to change the world.
Now, this is not just a little thing. You're going to learn how to change your world first.
It starts with yourselves. And after you change your world, you have a chance to change the world of your family and then your employees and the customers you've been called to serve.
And that ripple effect will continue to grow and grow and grow. But it all starts here over the next four days at, still weird to say, I'm getting emotional thinking about it.
The last Funnel Hacking Live. We've been doing this now for a decade, which is crazy.
Todd and I were just joking backstage a few minutes ago.

We just wanted to build some software.

And then you guys showed up.

And you kept showing up, and you kept showing up,

and you kept showing up, and it's crazy.

After the first Fun Hockey Live, it was an experiment.

We're going to do an event.

We'll bring people out.

We had 600 people come.

That was amazing.

And they're like, should we do that again?

I don't know.

We kept going back and forth and back and forth.

So the next time we did it, and then twice as many people came. We had 1,200 year number two.
And year number three was like 1,300. And then that time we're like, maybe we should do this like more consistently.
And next year was 3,500. And then 4,000.
Then 5,000. I think right now we have over 5,000 people in this room right now for the last ever Funnel Hacking Live.
So give yourselves a huge round of applause. Now as you guys are here, I know that what it takes to come here is a lot for everybody, right? You have to leave your family, your work, your obligations, everything.
You got to jump in a plane. You got to fly to—some of you guys love Vegas—but to a crazy city with a whole bunch of distractions and things happening, to come into a room to sit here to learn about growth, about change, like, change yourself, how to change everything.
I'm proud of you guys for making that leap. But if you think about it, for most people, the very first time they come into this world, and also the second time, the third time, it's very, very scary.
How many guys came here with a little bit of fear in your heart? If you're honest, raise your hand. Okay.
About half because of the fear,. The rest of you guys are just like, no, I'm ready.
Okay? The reality is like entrepreneurship is a scary thing the very first time. And I was putting my slides together.
I found this quote from Garrett J. White.
He said, everyone's afraid the very first time. I thought about that.
I thought about my very first time. Like for me, like I was scared to death.
Like I did not, I never planned to be a guy on stage doing this kind of thing. I was so excited because I was like, I'm an internet nerd.
I can sit behind my computer. I can sit on a laptop.
I can create things. I can put them out there.
And that's why I'm gonna make my money. I don't have to talk to humans.
I was like so excited that that was going to be my future. And I went to my very first event like this.
It was a lot smaller, but I went to this event and it was crazy. I was in there at this room and I'm watching people on stage.
I'm watching things like happening. And all of a sudden like I felt something weird.
It was this weird, this weird pull. Have you guys ever felt that pull before? Okay.
Alex Sharfman calls it the call to contributions, call to contribution. I was like, wow, maybe I should be doing that.
I'm like, I'm not going to do that. Like, I'm so awkward.
I'm so shy. You guys have seen the pictures.
I'm like, that's not my thing. But it kept like calling me.
It kept pulling me. When Todd and I first put together ClickFunnels, like the plan was never this.
The plan was like, all right, let's create software. Let's change the world.
Let's make this job easier for people. But when you start, it's like stepping into that calling, new things start showing up, new opportunities.
And every single time an opportunity shows up, it's scary. It's scary again.
It's scary again. Okay, I was backstage 35 seconds ago, scared to death.
I'm like, oh, like I had an hour ago, I was out here scared to death. Like what if nobody shows up? Like that could definitely happen.
Like I always have this fear that like nobody's going to show up.

I'm checking the stats.

Like I'm going to check in last night and all sorts of stuff.

And then you guys are here and it makes me so happy.

I guess showed up, which is the best.

But everybody's scared the first time.

Every next level, every new thing, you're going to be a little bit scared.

And I found this quote was actually part of the introduction to the Two Comma Club documentary we did.

And probably four or five

years ago. We showed it at Funnel Hacking Live.
And I wanted to show this clip. It's

only about two minutes long, but it's talking about that fear, talking about what you as

entrepreneurs are committing to, what you're stepping up to, why you guys are a little

bit crazy, and why I love you so much. So that says, watch this really quick intro from

the documentary.

Everybody's afraid for the first time. Like, they just are.
Let me tell you what, it's going to be scary. So you better have a reason why you're running.
Running from the game you're in and running to the game that you see here. I had a reason to run.
There was this thing inside of me that was calling me. Being an entrepreneur is not for everyone.
99% of the planet is not an entrepreneur. They are not.
They never will be. They do not have the emotional capacity to do it.
They do not have the mental skill sets, commitment to do it. They are much better off to align with an entrepreneur who is called to be an insane person and build something big.
And that's okay. There's no shame in that at all.
but for those who feel that they are part of that one percent crazy they're just crazy enough to say i want to take on the responsibility of payroll of a million dollars a month i want to take on responsibility of paying the checks to people who have children i'm gonna be the one responsible at night who never gets to turn it off. I'm the one on Saturday afternoon dealing with the stress of payrolls on Monday while my employees are out playing at the beach with their children, just knowing the check's going to show up.
If you're going to go down that path, you better be committed to something. And the commitment cannot be, I want to make money, because here's the reality most entrepreneurs fail most business owners fail

They failed to make more money than they would have made working for someone else

It's the only game ever built where somebody would trade in working 40 hours a week for somebody else to make less money working 100 hours a week for themselves Most entrepreneurs fail, but you don't have to be the one that fails. If you choose something different, which is you've got to have a why.
Not some paint on the sky, bullshit, little painting on the wall, why. I'm talking about something inside of you you cannot shut off.

You try to, but you can't. You can't shut it off because it's right here and it's pulsing and it's beating and it's moving.

And if you don't move on it, the only choice you have is die or keep drinking, ignoring this thing inside of you.

And if you're drawn here to ClickFunnels, it's highly likely that you are one of the 1% crazies. Welcome home.
All right, you guys, this is the room you are in. And I'm so excited to be here with all of you.
You're my people. Man, a decade ago, when I was kind of putting this whole thing together with Todd, we were talking about it like you were the people we were called to serve.
And it's been such an honor for the last decade to do this. I cannot wait to continue over the next decade or two or three or however long I'm allowed to be here to serve you guys.
It's gonna be a lot of fun. So this morning I want to talk about, I actually wanted to spend less time doing slides and going through stuff.
I wanted to doodle a couple things specifically about you guys and about your calling and about what it looks like, what to prepare for, what's coming up, what's already happened, and where you might be inside of this journey. And everyone here is in this room in different spots in the journey.
You guys will see this, especially tonight when we do awards. Some of you guys are brand new.
Some of you guys are coming in trying to win a one comic club award. Some of you guys are getting the spot where you're getting 10 million, 100.
Like, it's crazy the different levels inside this room, right? And so everyone's's a different point in the journey, which is why this room's so amazing because the people you have a chance to network and get to know, there are people every single level you can have a chance to be part of and be part of their journeys. And so I want to start though talking about each of your specific journeys.
What does that look like and what to prepare for and what to kind of think through? What are the things that are going to be the most important? The first thing I want to talk about is when you're starting any journey, this is one of the biggest mistakes people make is they start without a direction, right? I think about my life and the things that I've had success with in my life. Typically what happens is I got, I have, I had some kind of desire.
Like I believe God plants desires in our heart. I had a desire for something.
I would show up and I start going down a path, right? Again, I believe most of you guys have the same thing. You have a desire that's placed in your heart.
That's why you're here, right? Something's happening. Something's calling you to do something, right? And the biggest thing I think with entrepreneurs who are successful in those who are not initially is figuring out and really being able to identify what their purpose is.
What is the thing that they want to do? A lot of you guys know my favorite author is Napoleon Hill. And one thing Napoleon Hill always talks about in every single one of his books, everyone's lectures, everything talks about one of the very core things he talks about.
One of the very first laws of success is if you're going to be successful in anything, you have to have not a purpose. He calls it a definite purpose.
What is your purpose? Right? Something definite that you can see that you can touch this tangible that you're running towards. Okay? A lot of people, their purpose is like, I want to lose weight.
Okay? That's a purpose. It's not a definite purpose.
Definite purpose is I want to lose X amount of pounds by this date, by this time, right? Some people, they have a purpose. I want to start a business, okay? That's a purpose, but a definite purpose is more specific, okay? For me, the very first time that I had a definite purpose in my life, my life growing up was amazing.
I have great parents, great family. Everything was normal, and I remember the very first, I was eighth grade, my dad wanted me to come to wrestling practice.
And I didn't want to go to wrestling practice because I was a kid who watched TV and I didn't really. So my dad makes me go to wrestling practice and we start practicing.
I'm going to guys. We're kind of doing the thing.
I didn't love it, but I was there. I was doing the motions.
And you think about this, like when you start something, a lot of times you're in like this circular motion. Okay.
You guys ever feel that before? You're just kind of like, you're there, you're doing the thing, you're showing up every day, but there's no point. There's no purpose, right? And I remember doing that, and I was just kind of circular going to practice, doing the motions, doing the motions.
And I remember after that first year, there was the state tournament. And there were two guys from high school who were in the state finals.
My dad's like, let's go watch these guys on your team in the state finals. So we go to the state finals.
We're sitting there in the audience. And I remember, I think it was like a 106-pounder, a little.
He gets out there and he won two state titles before and he's going for his third state title. He goes out there, wrestles, he wins the match.
And I don't know what happened. I'm sitting, I'm a little kid sitting up in the audience watching this whole thing.
And like the whole world stopped for me. I saw him get his hand raised.
And I was like, that, that's what I, whatever that he just had, I want, that feeling is what I want. And that wasn't a circular thing.

It was like, I want to be a state champion.

And as soon as I had a purpose, a direction, a thing that I knew I was chasing, then I

could go chase it, right?

I had no purpose.

As soon as I knew that it was, like, hey, I want to be a state champion.

That was the thing.

I made it a goal.

I made it a thing.

And like, everything else disappeared for me besides that.

That was the only thing that I focused on.

The only thing that mattered to me is I had to figure that out.

I struggled in school.

I struggled with everybody else because all I wanted was that one thing.

It was my definite purpose in life, okay?

Like, that's how bad you have to want the thing that you're going after, okay?

I know that you're going I wanted was that one thing. It was my definite purpose in life.
Okay. Like that's how bad you have to want the thing that you're going after.
Okay. I think about business was the same thing for me.
I got into business and for me, the desire I had initially was like, I want to make some money. So I jumped online and figured out how to make some money.
I was going through the emotions, going through everything. Right.
But there was never any purpose other than I want to make money. Okay.
And then, some of you guys heard me tell a story before, this guy named John Reese, he goes online. He launches a course called Traffic Secrets.
He launches this course, and in an 18-hour window, he sold 1,000 copies of a $1,000 course, and he made a million dollars. And I remember seeing that.
I saw an email. He sent out to everyone saying, I made a million dollars in a day.
And I don't know what it was, but I sat there. The whole world shut down.
I was like, that. I want to do that.
How do you do that? I got to figure out how to do that. And it went from being in a circular motion of just kind of like, I hope that this will work someday.
I want to make some money. It's like, I want to do that.
Right? I started running towards that. Later in my business, when I started making money, and I don't want to ruin a surprise for all you guys.
After you start making a lot of money, you're going to find the weirdest thing that happens. You're going to find out that it doesn't feel like you thought it was going to feel.
How many of you guys think that we make a bunch of money, it's going to feel like the greatest thing in the world, and you're going to be on top of it? Like, this is going to be the best thing ever. How many of you guys feel like that's what you're chasing right now? Okay, no one wants to raise their hand.
I don't want to ruin surprise, okay? But it's not as fulfilling as you think. And for me, I started making money, and I was like, why is this not feeling so good? I'm so confused.
I can't understand it. And I started looking at other people.
I looked at people like Tony Robbins and my mentors and I looked at what they were doing. I watched like how many lives they were changing.
I started looking at that and all of a sudden I was like, that, that's what I want. And my focus shifted from how to make money, how to make money to like, how do I change more people's lives? How do I do that? And when I shifted there, also it was like there was a direction we started running.
And the good news for all you guys who aren't there yet, okay, that feels infinity times better. It is so much better, okay? It's interesting.
I remember, again, as a wrestler, some of you guys know my wrestling background. I was a wrestler.
I was a state champ. Took second place in the nation.
Went into college in wrestling. And my favorite feeling of all time was always when I wrestled a match and I win and would raise my hand.
Like, nothing feels better than that. At least nothing in business.
I'm not going to lie. Like, I been trying to chase that same high in business.
I can't get it. Like the best feeling I ever felt was that until a couple of years ago.
My boy started wrestling down in the Bowen. And Bowen, who right now is on a mission in San Diego.
He's like dying. He's not here right now.
Love a little dude. Yeah.
He's serving the Lord. It's pretty cool.
But he's out there in San Diego. But in eighth or was it sixth grade? Sixth grade, he started grade, he started his wrestling career.
And he shows up, and he doesn't want it. He's like, I don't want to wrestle, Dad.
This is the worst thing ever. And he goes the first day, and he comes back home.
He's like, I'm quitting, and this is the worst. I'm like, no, you have.
Like, this is gonna be so fun. This is, I want you to wrestle.
And good for him. Like, he went back.
He stuck it through. He kept working harder, kept working harder.
But he was not good. In fact, he lost every single match that year.
Match after match after match. He'd lose the match.
And he'd come off mat. He was defeated.
I was defeated. We'd go back.
We'd practice all night. Work on things.
Go back and forth and back and forth. And the entire season, like, he just kept losing and losing and losing and losing.
And it was just heartbreaking. And finally, we got down to the last match of the entire season.
And I'm just praying, like, give this kid, like, some success. Like, he's working so hard.
And that last match, he goes out there, and he wins. And I watch his hand get raised.
And I was like, oh, my gosh, that feels better than anything. I felt, like, getting my own hand raised.
Right? And, yeah. I have a feeling it's going to be a very emotional week for me.
So apologize in advance for the... Anyway.
I love you too. So for you guys, you're going to go through that same experience.
You're going to launch a business. You're going to make a bunch of money.
You get hand raised. Like, that felt good.
I got my two comic club award. But what will feel infinity times better is when you have a chance to serve somebody else and you change their life.
That is the best feeling. I cannot chase out anything else yet.
And you guys are going to feel that as well, which is so cool. Okay.
So back to my doodles over here. So step number one in this process is you got to figure out a purpose.
Okay. Now I'm not going to go too deep into the hero's journey.
A lot of you guys know I'm mildly obsessed with the hero's journey. But for context, for those who don't know it, the hero's journey is kind of the through line of almost every story, every myth, every movie from the beginning time till now, and every culture, every everywhere, and they all follow the same hero's journey.
And I love looking at hero's journey from a storytelling standpoint, from a personal development standpoint, a lot of different ways. And so I'm going to take, a lot of them talk about is going to be fitting into the hero's journey framework because it's such a powerful thing to show where you are today and where we're going and kind of the goals, okay? So the very first thing here, and this is you, okay? And this is you, and you are in what's called the ordinary world, okay? If you think about any hero at the very beginning of the movie, they start, like you think about Lord of the Rings.
I just re-watched Lord of the Rings recently, right? Frodo started in the Shire, the ordinary world. And all of a sudden, here's this called adventure.
He's to leave the Shire and go on this huge adventure, right? You think about any movie, they go through the same thing, right? The hero always starts in an ordinary world where he's living a normal life. And all of a sudden, here's this called adventure to go leave and do something, okay? And so for all of us, before you guys ever came into this world, my guess is you lived in an ordinary world, right? I lived an ordinary life.
Everything was normal. How many of you guys remember when you were normal? Anyone here remember that? Right? Before you have—Garrett started talking about it.
You hear that pulsing, that beating, that thing where you're just like, God, am I built for something more? Again, Alex Sharfman calls it the call to contribution. You feel this call to contribution, right? It's the hero, right? Starts in the ordinary world, and here's this call to adventure, right? And you start going on this thing.
So we start here in the ordinary world, and the hero goes on the hero's journey. Okay? And the hero's journey is all moving towards something, right? It's moving towards your purpose.
So up here, all right, purpose. And this is the journey you're going towards, right? I want to be a state champ.
I want to win a two-complicable award. I want to change the world.
I want to, whatever your purpose is, right? The hero leaves the ordinary world to go on this journey to go achieve that purpose. Now, as I was like putting this together and thinking a lot about this, I started thinking about like with our purpose, I wish I had better handwriting, but you guys, that's his purpose.
You good? Okay. When you look at the purpose, right, there's kind of three tiers of this.
If you guys have ever studied Simon Sinek, he has a really cool TED talk he did on this. He wrote a book about it, about the power of why.
He talks about there's like three levels, right? The first level right here is called, it's the what. Like, what is the thing you want? For me, it was, I want to be a state champion wrestler.
I want to make a million dollars in a year. I want to, whatever your what is, right? And that's the first level here.
Then you move in and there's a second level, which is the how. Okay, how am I going to do it? Okay, I got to go to practice every single day.
I got to lift weights. I got to get my cardio.
I got all the different things, right? Here's the how. So the what, the how, and then the middle is this thing called the why.
Why do you actually want to do it? Okay? And the goal of the why, like Garrett talked about in that clip, the goal is the why is the thing that pushes you, that pulls you, that keeps you going when times are up and times are down. Okay? Now, for me, whenever someone talks about this concept of a why, I always struggle with it.
How many of you guys ever struggle with it? Like, do you know what your why is? And you're like, I think, yeah, because I want to do the thing, right? Who has ever struggled trying to identify that? I was the same way for a long time. I'm like, I feel a why, but I don't know what it is.
How do I identify it? And as I was preparing for this presentation, I was sitting there for like way too long with a pad of paper, doodling sketches and things like this as I do. And then all of a sudden I had this weird epiphany where I was like, oh my gosh, I know what the why is.
And as soon as I clicked in my head, I was like, this is actually really, really simple now to figure out what your why is. And for me, as soon as I figured this out, like everything laid on, I was like, I know my why is.
It was the simplest, easiest thing. So I'm going to give you guys a tool to help you figure out what your why is if you don't know what that is.
You guys ready for this? Here's the why. Your why is actually, it's just two who's.
Okay. The why is just two who's.
So the first two is you. Who do you want to become? Okay.
This tied to your why. Who do you want to become? Like, why are you here? What are you trying? You guys came, some of you guys came from around the world.
We have people from almost every country in the planet who flew here to Las Vegas to hang out in a room with a bunch of funnel nerds talking about funnels. Okay? Who did you want to become? Why did you come here? There's a reason, right? Hopefully you have some vision in your head of like who you want to become.
What does your future self look like? Okay. Because right now we're all of our current self.
I have a future self I'm chasing. I know who I want to become.
Okay. And that's part of my why.
Like without that, like what's the purpose of any answer? I have who I'm trying to become. Do you guys know who you want to become? Okay.
Some of you guys know. If you don't, there's something to think about.
Who do you actually want to become? Right. That's why we sit around ourselves with mentors, people we love to be Like, I want to be like that person, this person.
I love how this person does this. Okay, in my life, I have a lot of people I look up to for different things.
Some people look up for one thing. Other people look up for other things, right? I have people, spiritual leaders I look up to.
They're like, I want to be like that person, right? I have business leaders. I want to look like that person.
I have different people I look up to in different areas of my life, okay? All you guys with six-pack abs, I look up to all of you all. I want that too.
Like, that's part of what I want to become. Not there yet, but we're going to get there eventually.
Um, so the first thing is who, who are you going to become? Okay. That's the first two.
If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how, who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed.
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Just go to Indeed.com slash C-L-I-C-K-S right now and support our show by saying you heard about Indeed on this podcast. Indeed.com slash clicks.
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Do you ever get one of those ads that makes you go, why am I even seeing this? Not long ago, I kept getting served ads for these super fancy chef grade pots and pans, like premium artisan cookware. And I'm sitting here thinking, you guys, I barely even know how to boil water properly.
I'm more of a protein bar and a podcast guy. Now I'm not knocking the product.
It just wasn't meant for me. And the real problem is that the company probably paid good money to show me that ad.
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Only on LinkedIn ads. If you think about this, if you study a hero's journey, the first journey a hero goes on is called the journey of achievement.
Like you're trying to achieve something. But in every hero's journey, there's a second journey.
Okay, Michael Hague talks about this, the hero's second journey. That the audience isn't aware of.
Like when you're looking a story, the audience is always aware of the journey of transformation. Frodo's got to take the ring to Mordor and throw it into the big lava pit.
Or Rocky Balboa has got to be Apollo Creed. Or Apollo Creed in part two.
Or Mr. T.
Or the Rush, whatever it is. The audience is always aware of the journey of achievement.
But in every movie that we love, the best movies, the second journey is the one that actually matters. Okay? It's called the journey of

transformation. Who does the character actually become? Okay? And if the character becomes

somebody more, those are the movies we love. Not because the hero won or didn't win, right?

Apollo Creed beat Rocky Balboa in the very first one. You guys know that? I don't want to ruin the

movie for you, but if you haven't seen it yet, okay? He loses. He loses the journey of achievement, but who does Rocky become in the journey, right? So the second journey, hero's second journey, okay, is the journey of transformation, okay? I actually could not care less if any of you guys make any money in this journey.
I don't want to ruin it for you. Like, yeah, I want you to get to, I'm going to call him a couple more journey of achievement.
Like, I want you guys to achieve that because it feels good, but I actually don't really care. When all of a sudden, the only thing I really want you guys to do is figure out who you're going to become.
Who are you going to become? Okay? That's how you change the world starting by yourself. You change yourself.
What happens after you change yourself? Then it changes your family. It changes the people around you, right? Then more people can start coming to you.
And then it opens up the second who, okay? So the first who, again, is who do you want to become? And the second who is who are you called to serve? Those are the two who's. Who are you called to serve? I think about this, like in business, I talk about, you know, I talked about a couple times, like the call of contribution.
You feel the call of contribution. The first time, I don't know about you guys, the first time I got in this world, I feel like God tricked me.
He gives you like this desire for money because it's like, Russell's not getting off the couch unless there's something cool. So I'm like, oh, some money.
So I get into that, right? And you guys, if we're completely honest, you got in this business because I want to make a bunch of money. How many of you guys raise your hand? Come on, you can admit it.
It's a, we're in safe space. Okay.
That's how he has to trick us sometimes. We're all lazy humans and we get off our butts and say, okay.
And then we started that journey journey and very quickly, like I talked about earlier, we figure out that who we're actually, like as we start serving people, that's where like the fun comes. That's where it's exciting.
That's where it becomes like, at least for me, like I'm kind of obsessive compulsive about a lot of things, but I become obsessed with it, right? It's figuring out who it is that you were called to serve. And think about this.
In any journey, if you follow the hero's journey to the end, at the end of it, the hero, after he like finishes his journey, the last step in the hero journey, the step is called, the hero returns with the elixir. He found the secret and he comes back to the ordinary world and he gives it to people.
Like that's how every single hero journey ends, if you start looking at it, right? So it returns with elixir. So what's interesting is that you guys are going on this journey for yourself,

and you are changing the world, and you're trying to figure out these different things.

By the time you get to the end, you found the elixir.

You found the secret, okay?

You found the way to change someone's life.

And you come back to your dream customer, and that's where your business journey starts, right?

Now you're going to change that person's life.

You're taking them on a journey to help them the same way that you figured out how to be helped, okay?

I always think about this like—I think about the last— In fact, I'm going to do a presentation in the next day or two. I think it's on Saturday morning.
Don't sleep in Saturday morning. And our third Funnel Hacking Live ever, I did a presentation called One Funnel Away.
This is before we launched the One Funnel Away Challenge. And I told the decade leading up to ClickFunnels, all the things we had done, the ups and the downs, the crashes, the rebounds, how funnels have kind of moved us along.
I'm going to do a presentation

on Saturday called One Funnel Way Part 2, going through from my ClickFunnels launching to here,

like the ups and the downs of our journey, just kind of sharing that so you guys can see what's

going on. But I think about this a lot, like why in the world, like do we go on these journeys and

we just get beat up all the time, right? Like you go through this and you learn a lot along the way,

which gives you skills to help other people. Same time, like it's brutal sometimes.

Thank you. Like, do we go on these journeys and we just get beat up all the time, right? Like, you go through this and you learn a lot along the way, which gives you skills to help other people.
Same time, like, it's brutal sometimes. How many of you guys, your journey's hard.
It's like, why are you giving me these things to carry? These are way too heavy for a person to carry, right? But you go through it, right? So you get the blessings from all the good stuff you're learning, but also you get, like, the lessons from all the pain, the suffering, the work, the things that aren't working, right? The trials, the tribulations over and over and over and over again to keep happening, keep them piled on, right? And the reason why you go through that is so you become stronger, so you can figure out how to overcome those things. Because when you're done and you're ready to start a business, the person you are serving is literally you five years ago.
It's the person who has not gone through that stuff yet. The person who's about to go on this journey and they got to go through all the pain and the suffering, all that kind of stuff to go through, right?

And they're looking for you to come and actually help them, okay?

It's the thing that makes you worthy of the calling.

If you hadn't gone through that, you're not worthy to actually serve the people, right?

That's why it's so important to actually go through these things, okay?

And it's hard when you're in the middle of it, right?

When you're in the depths of like the pain and the pressure and the stress and the anxiety,

it can be hard, okay?

A lot of you guys, how many of you guys heard my podcast episode I launched a couple weeks ago talking about why last year? Okay. Thank you.
Yeah. I talked about our last year was hard.
Okay. It was brutal.
Last two or three years on my side has been hard. Right.
Okay. And this year we're coming out on fire.
Like, I don't know. Like there's some insane momentum happening in ClickFunnels world right now.
I don't know if you guys are feeling it, but I'm feeling it. So changing the changing of the ties.
It's the pressure. And it's like, it's because of the things we've gone through for the last two or three years that are getting us worthy and ready for the calling that we have right now.
And it's fun and it's exciting. And it's like, as a competitor, like I'm ready.
I got, this is back, like time to have some fun again. Okay.
But those are the things we go through. So you think about this.
We come back here, right? We're on our hero's journey. We're trying to figure out why.
We figure out why are two things. Number one is who do we want to become? And number two, who are the people that we're called to serve? Okay? The overlaying of that, that is your why.
That's the thing that wakes you up in the morning, right? You wake up in the morning, you're tired. You're like, do I want to go on this journey? Do I want to do this again? It's like, okay, well, who do I want to become? I see my future self and my vision.
I'm like, I'm doing it for that guy. I'll need to become that person someday.
What's it going to take to be like that person? Okay?

And number two, you feel it called a contribution.

You're like, man, I'm doing this because I've been called to serve that group of people over there.

And I got to go through this so I can figure out how to serve those people.

Right?

So I can change their lives the way my life was changed.

When you figure that, those two things, that encompasses your why.

Those are the only two things I've found that will get me up in the morning the days I don't want to get out of bed. The things that's like when you're so tired and you're so worn out and you're like, how am I supposed to do this again? Right? It's thinking about who I'm trying to become and who I've been called to serve.
When I think about those two things, like the burden gets light. It gets fun.
It gets exciting. Right? So for me, that was helpful.
Is that helpful for you guys to understand what your why is? Is that good? Very cool. If not, I can go and...
Just kidding. Okay, so your why or two who's? All right.
I'm going to keep on going. Next thing we'll talk about.
Okay. So this is the next thing to think about.
Whenever we start on a journey and we hear the call to adventure, the next thing that always happens if you follow the hero's journey is what's called the refusal of the call. Okay? And it's interesting because almost every entrepreneur I've ever talked to, when they're honest, they'll talk about this.
In fact, most people who want to be entrepreneurs and don't, this refusal of the call is the thing that suffocates them and keeps them from going out, right? And actually doing it. So as soon as the hero hears the call to adventure, immediately comes the refusal of the call.
Oh, I can't do that. No, I'm not worthy.
I talk way too fast. I'm like, people make fun of me.
I'm awkward on stage. What if I trip coming through the smoke? By the way, that's a real thing.
Someone's going to trip. I was so grateful it wasn't me first.
I'm hoping, hey, I'm not, I'm not hoping for anybody, but we'll see. Yeah.
That smoke is so much thicker than I thought it was going to be. And like, I was walking out the very first time during the rehearsals and I'm walking and all of a sudden I was like, this smoke stick.
I need to get like a breath of deep, a breath of air. So I walk in, I get breath of air.
And, but it was all the smoke went in my lungs and I start coughing and I'm like, oh, and I stumbled out. I was like, okay, note to self, take the breath of air before you get to the smoke.
Otherwise, you're gonna pass on stage and this is gonna be a really like memorable Funnel Hacking Live 10 for everybody. Funnel Hacking Live where Russell died on stage.
What are we talking about? Okay, oh yeah, the refusal to call. So the hero here's the call to adventure.
You guys have all heard it, okay? So many people who are not in this room today heard the call to adventure. They saw the ads, they saw the things that he was talking about.
They saw the Facebook lives, the podcasts, everything. It's still funny to me that like a handful of you guys, probably four or 500 bought tickets like yesterday.
And you're like, I don't know if the American life is happening. I'm like, what? I have spent literally millions of dollars to put the announcement of this event happening everywhere for like the last 10 months.
And some of you guys didn't know until yesterday. This was actually, yeah.
So, but people, they hear it, right? You guys weren't the only ones who heard it. But for some reason, the refusal of the call kept them from coming.
Okay? Just because you're in the room doesn't mean you're free now. Okay? Because refusal of the call does not just happen once.
Okay? Throughout this weekend, you're going to hear that call over and over and over again. You're going to hear different speakers.
You're going to hear me. You're going to hear Andy Elliott's come out here in a few minutes and like fire you guys up.
Some of you guys are not going to be ready for that yet. Some of you guys might even get offended by him.
My guess is like, when those things happen, instead of getting offended, I stop for a second, like, why am I feeling this way? Maybe he's talking to me. I don't know.
We'll find out. Maybe he'll just be offensive.
I'm hoping not. Cross my fingers, right? But every speaker's coming back here.
Every speaker I brought here for a very specific reason. Everyone's at different angles, different ways.
They do things. All right? We got people from every, like, as diverse of a presenter group as possible because someone is going to speak to your heart.
I don't know who it's going to be. Okay? It might not be me.
It might be somebody else. But somebody's going to speak to your heart, and you're going to hear the call to adventure.
You're going to hear it. And as soon as you hear it, the first thing that's going to come, I'm warning you now, so you'll be prepared for it, is the refusal of the call.
You're going to hear it, and you're going to stop like, okay, well, who should, like, I hope somebody does that, right? If you guys were Dan Kennedy Day yesterday, it was fascinating. He talked about, we're talking about being in the market.
He says, when you walk into any room, he said, in a, in a, in a, in a, in a market, he's like, people are in there. He's like, there's a third of the people that are like,

they're cool with the status quo.

Like, this is fine, right?

There's another third that's kind of like, okay,

but there's a third of the people in the room

who are like, something's not right here.

Something's like, and they're sitting there

and they're waiting and they're waiting.

And Dan said, they're waiting for the radical to arrive.

And when that person walks in the room

and says, something's wrong right here.

We got to change things.

Those people will follow him.

Now I asked him a question. I said, why don't those third of the people, why don't they step up? Why don't they step in that call? Why don't they become the radical? Okay.
They heard the call. They know something's wrong, but they just wait.
Like who's going to be the person? Hopefully it'll be them or them or somebody. It's not going to be me.
Right. Okay.
It's the refusal of the call. We don't want you guys refusing the call.
When you hear it, you got to think that and then realize that that's not from you, okay? That calling is not something you made up in your head, okay? I have a strong belief. Maybe I'm wrong.
But even if I am wrong, this belief serves me in a really deep way, okay? I have a strong belief that those desires are planted in your heart from God. He puts those things into your heart, right? They're not from you.
You didn't create yourself. It's not your ideas.
Also, you start feeling like, I'm going to go start studying marketing and funnels. Like,

why 20 years ago? Like, of all the things, I barely graduated college. I struggled in school.

I got a scene in my marketing class, and all of a sudden, God's like, hey, this funnel thing,

you should get excited about pages and the sequence of things. I'm like, what? But I couldn't sleep a

night. I'm like, this is amazing.
This is the coolest thing in the world, right? Okay. I got

obsessed. I don't understand where it came from, but it came.
Okay. And I showed up, and I kept

I'm going to go is amazing. This is the coolest thing in the world, right? Okay.
I got obsessed. I don't understand where it came from, but it came.
Okay. And I showed up and I kept following it, kept following, kept following it.
I was telling Mike Vambrill on my team, he was a wrestler at Rutgers and he's been on my team for the last couple of months. And we were talking backstage ahead of us.
He's like, this is crazy. I was like, you know what's crazy? I was like, the very first time I wanted to do an event like this.
And Brent was there, Maybe a couple people were here. Yeah.
Do you remember the Holiday Inn? We threw an event. I bought radio ads.
I'm like, we're going to do an event. We're going to change the world.
This is Russell with a shaved head and a suit and tie, because I thought business people were suit and ties. Right? And we do this event.
We run radio ads. We direct mail pieces.
We ran the Holiday Inn, downtown Boise. We're like, we're going to change the world.
And the very first thing, we had this little tiny room and I'm waiting. A hundred people, like RSVP, they were going to come.
So this is going to be amazing. A hundred seats set out.
The event happened and two people showed up. And one person sat in the front row, one person sat in the back row.
And I was like, all right, guys, let's talk about funnels. And they're just like looking at me like, what? This is 20 years ago, right? It's funny.
I had somebody a little while ago. were like, well, Russell, of course, like your business is big.
You picked funnels. Like everyone wants a funnel.
I was like, okay, really quick. Nobody wanted a funnel 20 years ago.
I was in a room with two people and I tried to sell something and neither of them bought, right? Okay, the reason why any of you guys care about this is because 20 years ago I did. I was obsessed about it and I talked about it.
And next day I talked about it again and again. Thank you.
Okay? And I kept doing it, kept doing it, kept doing it. So eventually, people were like, that thing he's talking about sounds kind of cool.
And the more people came and the more people came. A decade later, I meet Todd.
Todd builds the greatest software in the world to make this concept actually simple. Okay? We do our first thought, like 600 people show up.
Then 1,200, then 13, then 35, then 4,000, then 45, then 5. It gets, it's crazy.
And for you, it's gonna be the exact same way. You're gonna start talking and nobody's gonna care about what you're talking about.
They're like, funnels? What? I'm like, no, this thing's cool. They're like, no, it's not cool.
Okay? God's testing you to see if you are willing to continue to show up over and over and over again. Do you care more about the mission, the thing, than you do, like, the notoriety, the people.
Like, no, no, this is amazing. You guys are here talking about funnels with me for four days.
You guys are nerds and I love it. I'm grateful for it.
Okay. But I didn't do it for that.
I did it for the love of the game, for this thing that I'm like obsessed with, right? That desire God plan in my heart. Like I'm obsessed with that and I wanted to talk about it.
Okay. And you guys just started showing up, which I'm grateful for.
It's gotta be the same thing for you. You gotta do it because of that.
If you were doing it because you want the money, you want the other things, those things won't show up. Okay.
When you're obsessed with your thing, with the calling that you hear, that's when everything changes, right? So you have to understand. So again, the calling is going to happen.
After the calling happens, you are going to hear the refusal of the call. Okay.
And this is going to be hard and this will stop most people. If you've read The War of Art, one of my favorite books of all time, Steven Pressfield, I tried to get him to come speak here.
I literally offered him everything on planet Earth. I was like, I will buy your house.
I will move you here. He's like, I don't speak at events.
I'm like, you understand it's not an event. This is a rock concert, but there's people.
It's kind of a weird thing. Anyway, if you ever read War of Art, one of the greatest books of all time.
And then book number two is called Turning Pro, which is like the sequel that no one's ever heard of. That's also amazing.
What he talks about in the War of Art is he calls it resistance. Every time we want to do something, resistance is going to hit us.
It hits us over and over again. It's not a one-time thing.
It happens over and over and over and over again. I remember after I read the book, he talked about resistance.
One of my favorite quotes in there, he said that the difference between— he said the thing that really good writers understand that wannabe writers don't, he said that the writing is not hard. It's the sitting down to write that's hard.
I was like, ooh. I started thinking, you can sit on any market.
You can sit on anything, right? The hard part is not working out in the gym. It's going to the gym.
And resistance is the thing that keeps you from going to the gym, okay? The hard part is not building a funnel. ClickFunnels made it insanely simple.
The hard thing is sitting down to actually do it. Right? That's resistance.
It hits us over and over and over again. So I read the book.
I was like, is this actually affecting me in my life? I was like, I've got a lot of stuff done in my life. Like, I'm pretty, you know, I'm a doer.
I get stuff done. And so I thought, I'm going to do like a time study to see like what this actually looks like.
So I got a pad of paper. Go to bed at night.
Next morning, alarm, 4.50 a.m. Alarm goes off.
Wake up. Oh, I hit the snooze button, lay back down.
And all of a sudden I was like, whoa, it's 4.50 in the morning and resistance already hit me. Pad of paper, 4.50 a.m.
Resistance. I don't want to get out of bed.
Okay. And then nine minutes later, snooze button gets done snoozing.
Beep, beep, beep. Come again.
Turn it off. Get out of bed.
Okay. And then every single thing, I start looking at like for everything from like getting out of bed, getting my clothes on, going to go read some scriptures, going to go read some scriptures.
Every single piece, like resistance hit me and hit me. I'm like, this is insane.
It hits over and over and over and over and over again. How many of you guys feel this all the time? And you guys have done the time test like that yet? If not, I want to recommend trying it.
It's the weirdest thing. You'll realize like within 15, 20 minutes,

you're like, wow, this is hitting me so often.

And we have to get really, really good at ignoring that, right?

The refusal of the call.

I'm not going to spend too much time.

Throughout this week, I have a couple other speakers we're going to be talking more about the antidote to resistance.

But if you read his second book called Turning Pro,

the secret, like what it is, is turning pro.

It's stopping an amateur and stepping into your calling.

Okay?

Most people are dabbling and they're dabbling.

When you're dabbling, it's so easy for resistance to beat you.

Okay?

What Pressfield says is the way you beat that,

you quit being an amateur and you step up and become a pro.

What does a pro do different?

Right?

How do they show up different?

Okay?

If you're a professional funnel hacker, professional marketer,

professional speaker, whatever it is, right?

Not just an amateur is dabbling.

It shifts everything.

You have to learn to become pro.

And I think that's, I am doing this. Not thinking, maybe I'll do this, maybe I won't.
We have to commit. I'm going to do this, and we are going to move forward towards this calling.
Okay? We have to decide. Okay.
Now, after we make that decision, we decide to go on this journey. If you follow the hero's journey, the next step, I think it always happens next, is the guide shows up.
Now, notice, the guide doesn't show up initially. You have to do the steps first.
This is how faith works, by the way. You guys know this? It's kind of weird, okay? Faith is like you're in a cloudy night, and you're like, I gotta get way over there, but I cannot see the path anywhere.
You're like scared. Fear starts overcoming you.
I don't know, okay, what faith is. You're like, there's a bunch of fog, a bunch of smoke.
I see where I'm trying to get to, but I have no idea the path. Faith is taking that first step into the path, and when you do, the coolest thing happens.
I can tell you, I just sit in the fog, right? Imagine this whole stage of fog. As soon as I step forward, the fog moves a little bit.
I'm like, oh, I see my step. There it is.
That's faith. I know how to get, I know I need to get there.
I know how to get there. You take next step.
Okay. So the guide does not show up until you are willing to take that call of adventure, go on the journey, try to refuse the call and start the journey.
And after you start the journey, the first thing that appears is the guide. Now think about every movie you've ever watched at all time.
What happens? Frodo decides to go. Boom.
Gandalf shows up, right? Rocky decides he's going to do the

thing. Boom.
Mickey steps up, right? Every movie, every hero, that's when the guide shows up when

you're willing to move forward on the path, okay? So the guide shows up. When this guide shows up,

what the guide brings with them is a map, okay? The guide's going to bring you a map. It's going to show you guys here are the step-by-step process on how to do the thing.
Here's the plan on how we actually achieve the thing, how we're going to achieve the purpose. Now, one of the big mistakes people have is they think that as soon as the guide shows up, as soon as the guide shows up and gives me the plan, then it's all sunshine and roses.
I can go on the path now. We're going to achieve the thing.
It's going to be easy, right? But think about this. Any good movie, if the hero, like let's say, let's go back to Lord of the Rings, right? They give Frodo the ring.
They got to go to Mordor, throw it into the big lava pit. It's going to be awesome.
Here's the map. And then they just like wander up there and like, ooh, throw it in.
How good's that movie? That movie sucks, right? It's not good at all. Frodo didn't become anything.
He just said of transformation If you want to become something What's going to happen is conflict Okay, conflict is the key It's the thing that makes movies and stories exciting It's also the thing, by the way, that makes your life exciting Okay, so as soon as the guy shows up He gives you the map And the guy disappears, you have this map And now it's up to you and you start walking You've got a plan And what did Mike Tyson say about a plan? Everyone's got a plan until they get what? Punched in the mouth, right? Okay. If you're not fully aware yet, what's going to happen over at Funeral Hockey Live, we're going to give you guys the map, the plan, everything.
And you're going to leave here, you're going to be on fire. And then you're going to like, Monday morning, you're going to step, resistance start hitting you.
And then all of a sudden, everything's going to start coming. You're going to get hit and you're going to get hit and you're going to get hit.
Okay. And that's when it's hard.
You keep showing up. Okay? What's the quote from Rocky Part 5? It's about, I wish I could remember right now.
He's talking to his son. He's like, the secret of life is like, yeah, sometimes you knock down, sometimes you get back up, right? It's getting, like, that's the game.
That's what gets you to become the person you're trying to become. Okay? If you're able to just wander to the achievement and win it, you didn't become anything different.
okay? It's not gonna be fulfilling. It's not gonna be exciting.
It means you just set a high enough goal, okay? When you pick the goal, when you pick that call to adventure, and then you start going, that is the key, okay? Even though the guide gives you the plan, you gotta be ready for that journey, okay? And it's gonna be ups and be downs. You're gonna be tested over and over and over again.
The testing is important because testing is to say, like, do you actually want this? How badly do you want this? Okay, the universe, God, he's like, I'm going to see. Does he actually want this? We're going to find out.
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Cholula. Okay, people ask me all the time, Russell, how have you been so successful in life? And I thought about this.
I'm like, I don't know. Like, what's the reason? And one day, this like popped in my head.
I just had this like visual picture, right? And I was thinking about this with an idea. How many of you guys have ever seen somebody launch something or an idea? And you're like, oh, I had that idea.
I thought about Uber. That was my idea, right? Uber Eats.
I had that idea too. Like, oh, dang it.
Someone else got it. I'm a big believer.
I think God's out there. Maybe he's not.
But this is my vision, what it looks like in my head. He's out there and he's got ideas.
He's like, these are things that need to happen. I'm going to see, like, I'm going to give Russell a day.
Let's see what he does with that. I'm going to give you, I'm going to give these two or three different people.
We're going to see who's willing to actually execute on this, right? Now, what's interesting is that he doesn't give you the biggest ideas up front, right? He was like, Russell, here's ClickFunnels. I'd have been like, whoa, I'm just crashing underneath it, right? Instead, he's like, let me give him a little idea.
Let's just see if he's going to be a good steward of this. So he's like, hey, go make a potato gun DVD.
Let's see what happens. I'm like, that sounds like a good idea.
And I go out there and I just do the thing, launch it. And he's like, wow, Russell's a good steward of ideas.
He like, that was a dumb idea. And he did it.
Let me give him a little bit better. Here's another one.
Like Zip Brander. And I'm like, Zip Brander.
I go and I hire the guys to do all this stuff. I sell stuff to make money and I go launch it.
Zip Brander. And I make like 500 bucks.
He's like, whoa, Russell, he's a good steward of it. Let me give you a little better idea.
Boom. Let me give you a little better idea.
And then eventually, 10 years later, it's like ClickFunnels. Oh, right? I think what's happening for a lot of you guys is you are waiting.
And you are waiting. And you're waiting for your ClickFunnels to show up, right? It's like, no, no, it's not going to show up because you are not ready.
You're not worthy. The journey is what makes you worthy of it.
It's the journey that makes you ready for it. Even if I had this idea for ClickFunnels a decade prior, it would have crushed me because I wouldn't have been able to handle it, right? So that's the big secret.
When you get the ideas, you get the inspiration, you hear the call of adventure, you just do it. You got to stop stopping and just do it.
Just go forward and just see what happens. Half the time it's not going to work anyway, but guess what? The best thing about this is when you're launching and nobody's following you and nobody buys anything, nobody knows except for you, and it's the best thing in the world.
You know what's embarrassing? What's embarrassing is wearing a singlet on a mat with a whole bunch of people and getting beat up in front of all your friends and your family members and all your schoolmates. That's embarrassing.
What's not embarrassing? Launching a funnel and nobody sees it and nobody buys. It's like, all right, let's just do it again.
Nobody even saw it. Who cares? Okay.
I promise you guys, you can do this. There's so much fear that if I launch it, then it's not going to work.
What do I do? Okay. It shouldn't be that way because in the beginning, nobody actually sees it.
Okay. Anyway, it's kind of fun.
All right. Where am I going? Sorry.
I'm like on Russell Tangentville. I'm having a great time.
Hopefully you guys are as well. Are we still doing good? Okay.

All right.

Where did I leave off on?

The guide gave us a map.

All right.

Okay.

Oh, yeah.

I forgot this part.

Okay.

Now, we go on this journey.

All right. We get the map.

I skipped one step, so I'm going to step back.

Hopefully this is okay.

There's true driving forces that will dictate so many things in your life.

We talked about it a little bit. There's faith and there's fear.
Okay. What's interesting is that most of us by default pick faith or fear.
And we, and we like, that's our default reaction to things. Something happens and like, are we someone who falls in faith or fear? Okay.
Um, if you've read Napoleon Hill, which I hope my people at this point, as much as I've been preaching from the book of Napoleon Hill for you guys, you have been, but in Outwitting the Devil, he calls people who follow fear, where fear is their default, he calls them drifters. Okay.
That says drifters. Anyway, he calls them drifters.
People are drifting, right? And he said that in the book, he says 97% of the world are drifters. They're just drifting.
They don't do anything. They choose fear.
Fear shuts them down. And so every time something great comes from them, right? They get the idea like, oh, that's great.
That's for somebody else. I'm the third room.
Hopefully someone will step up and fix that problem. Oh, I hope somebody like will take this on because that sounds really, really scary.
They default to fear and they just drift and they drift and they drift. Drifting very circular, right? Versus the other one, which is faith.
Okay? The second one is faith. A couple years ago, when I came live, I titled this, I said that we have the drifters, and the people who move forward in faith, I call them the driven.
Okay? These are two identities that are very different. People are drifters, people are driven.
The driven are the ones who move forward in faith. I don't see, I see the result.
Again, the smoke, I'm stepping in the smoke with faith. I'm just going, I'm figuring it out along the way.
I'm trying to figure things out. Like, I don't have the answers.
That's okay. I got a map.
I got a guide. I'm just keep going through this and kind of figure things out.
As you do that, keep doing that over and over again. That's the blessing show.
That's where people start showing up, right? So learning how to become driven or you're moving forward in faith, even though you don't know all the answers, okay? It's not the key to know all the answers. The key is to know the direction, to trust the guide, and then to go.
Okay? That actually brings me to my next step. I believe in here.
The next thing I was to talk about, as I was thinking about this and thinking about faith, there's three types of faith you have to have to be successful. And faith is always a weird thing for me.
I hear about faith at church a lot of times, but then other spots I don't hear about it much. And I was like, is faith always a religious thing? Is it not? I don't know how it all works.
And as I'm walking through this mapping, I realized that there's three places I need to apply faith for this to actually work. Okay? The first thing I have to do, that's why I have faith in the purpose.
Okay? Because if you don't believe there's a reason why you have this put into your heart, it's really easy just to back out. Does that make sense? Like, you have to have faith in that.
So for me, that's like why it serves me so much to believe that these callings are coming from God. Like, these things put in my heart.
Like, because I believe, like, I don't know where this idea came from, but I believe it came from God. Therefore, I'm going to do it because I have faith that He, or whatever, whatever sees something I don't see and is telling me to do something.

So I'm just going to go.

Right?

So number one, you have faith in that purpose.

Okay?

And some of you guys are like, I don't believe in God.

I don't believe.

That's fine.

I don't really care.

The reality though is if you don't believe that this came from something outside of yourself,

it's so easy to back out when it gets hard.

It's like, well, I just done my day anyway.

I'm out.

Versus like, wow, this is really hard.

But I feel called to do that.

It doesn't make any sense to me.

But I have faith in the calling.

Therefore, I will pursue it even when it makes no sense. Even when it's hard.
Even when it's like frustrating. Okay? That's why I say like, even if it's not true, it does not serve me to not believe that.
To believe that, it gives me so much power, so much strength. Okay? So number one, it's believing that the purpose comes from something outside of yourself.
Number two, you have to believe the guide. When you pick a guide, you have to believe that guide.
One of my most frustrating conversations with coaching students who come into our world, and they will come in there, show up to Boise, and we'll be having a conversation, and they're like paying me insane amounts of money to tell them to do something. I'm like, you should do this.
And they're like, yeah, but I was listening to a podcast with so-and-so, and they told me that blah, blah, blah, blah, blah, whatever, insert thing. I was like, do you know how much money you paid me? I'm sure that person's great too.
And this is the reality. There are multiple paths to have success, okay? But if you take two maps and you're trying to get success, you're not going to have it, okay? You got to pick one map, put on blinders, and focus on just the one thing, okay? Two maps does not help you get to the finish line.
I promise you. There can be like all sorts of weird spots.
Okay? I remember I was, this is probably a year ago. I was at the airport.
And this weird phenomenon has happened since ClickFunnels where I used to go to the airport and it was just like, cool. And now I go to the airport or to the gas station, almost anywhere.
I almost always get spotted by somebody. And the kids are always like, oh, dad got spotted again.
Where it's like, Russell. It the weirdest thing.
So like, it's weird now because I have to go to the gas station. It's like, I got to like put on a shirt and like my hair.
It's because you never know. So anyway, I'm at this airport and I see this guy running at me from across the thing.
I was like, oh no. Okay.
And you know, introverted, awkward Russell's just like, this is going to be one of those things. He runs over and he's a young kid, so excited.
He's like, Russell, I follow you online, da-da-da-da. And we start talking, and he's like, he's like, what advice would you have for like a, I think he was 20, 21-year-old kid who's out there trying to be successful.
I was like, what do you want to do? He's like, oh, I'm studying all your stuff. I love it.
I also love real estate. I'm studying all the real estate stuff.
I'm like, da-da-da. I was like, okay, here's the number one piece of advice I can give to you.
Pick one mentor, not two. He's like, but I love your stuff.
I'm like, then pick mine. He's like, but I love real estate.
I'm like, what do you like better? He's like, I really love real estate. I was like, cool.
This is what you need to do. Unsubscribe from all my lists and just focus on that.
One map. Blinders.
Just do that. Okay? I'm sure like I can help him.
He can like, but just focus on one. That's the key.
And so I don't care who you pick. If it's not me, it doesn't matter.
Just pick a guide and then focus on the guide. Don't tell, can you imagine if Luke Skywalker is with Yoda and they're training to become a Jedi Knight and Skywalker's like, yeah, like, yo, that's cool, the levitation thing, but like, I saw this thing on YouTube.
I want to try it real quick. And he's like, dude, I'm Yoda.
I invented this whole thing. Like, let me teach this.
Like, that's what it feels like sometimes, okay? So pick one mentor, put on blinders, just focus. And by the way, for your students, you teach them the exact same thing.
Like, help them focus on just you, okay? Or someone else. If it's not you, if it's not you, it's totally cool.
I don't really care, right? I want to help people get to their finish line. If it's not with me, find somebody, put on blinders, and go, okay? But don't try to take two maps.
It does not work, okay? So number one, faith in the purpose. Number two, faith in the guide.
Number three, and this is going to be the hardest for a lot of you guys, is faith in you. How many of you struggle with that, if we're honest, and struggle with your faith? Like, can I actually do this? Okay, now this is good news.
For a long time, I thought that you had to have faith in yourself. And then there's this lady who wrote a book.
I think her and Napoleon Hill are probably my two favorite authors. Her name is Elsie Lincoln Benedict.
Anyone here heard of Elsie Lincoln Benedict? The fact you guys know her is the coolest thing in the world. She's amazing.
She wrote a book called How to Get Anything You Want in Life. And in the book, she talks about faith a little bit.
And she said the coolest thing about faith in yourself is you can get started without faith in yourself. Right? Eileen told me this.
Eileen's like pointed this out to me in the book. And she says, all you have to do is go apply what the map is.
And when it starts having success, you're like, wow, this actually is working. And then you can earn, like you start gaining faith in yourself as you start doing it.
So if you're not like in the spot now, like I don't have faith in myself. I don't know if I can do this.
That's okay. Okay.
But you're going to start earning that faith by going and doing it, following the process and doing something like, wow, it actually worked. Potato gun.
Somebody bought a potato gun DVD. Zip brander.
Whoa. After two or three times, all of a sudden you're like, wow, I can actually do this.
Okay? I don't talk about this a lot, but when I was growing up in school, I thought I was really dumb. In fact, it was an identity.
I am dumb. I'm a dumb wrestler.
I struggled in school, graduated high school to 2.3 cumulative GPA. Let's go.
I don't know. And I was always dumb.
I just assumed I was dumb. And it wasn't until I launched my business, I started having some success, started making some money.
And we were going to an event like this, about 500 people in the room. And there were two or three people like, Russell, I saw your stuff online.
It's awesome. I'm like, you saw my stuff online.
I was like, oh. And then next time I went to an event, somebody told me something, and eventually I was like, oh my gosh, they like my ideas.

This is insane.

Like, I can actually do this.

Okay?

And I remember having this, like, aha.

It's like, I'm not actually dumb.

I thought I was dumb this whole time.

It turns out I'm not.

It was the coolest thing in the world when I found that out.

And now I actually think I'm smart.

But it took me a little while to get to that.

But before that, I was like, okay, I'm not dumb.

I'm dumb.

I'm not dumb.

I'm actually smart.

Okay?

So if you don't trust yourself yet or you're nervous, that's okay. The key is if you have faith in the purpose, you have faith in the guide you picked, then just start going on the path.
And by doing that, you'll start getting faith in yourself. Okay? You can move without the faith in yourself and you'll get that along the journey.
Okay? The journey of transformation. Okay.
What was the book? uh we're gonna be republishing here in very near if you're a secrets of success members in there lc link benedict i had anything you want how to get anything you want in life it is insane there's a whole story behind that but i want to go on a tangent so badly to tell you but it has nothing to do with what we're talking about so i probably shouldn't okay i'm gonna tell you Now we have to, okay, so I have the worst ADD.

Okay. I'm going to tell you now we have to.
Okay. So I have the worst ADD.
Okay. It's like a squirrel running.
I'm just like, okay. So when we started buying, I started buying the old books.
We'll talk a moment. That's actually on Saturday.
I'm going to, there's a story I'm going to tell you guys on Saturday about all the old books, but I'm going to collecting all the old books, you know, if you guys follow some of my side stories. And as I was going through, I was buying Napoleon Hill, and Napoleon Hill actually talks about this woman.
He's like, there's this lady, she's doing these seminars, she's getting like 30,000, 40,000 people in stadiums, and she's selling them out. He never says her name.
But think about this, this is 1910, 1919, 1920. This lady's filling up these stadiums.
So much that Napoleon Hill's writing in this book, like, this is insane. And if you think about back then, there weren't a lot of, like, women authors, women speakers.
It wasn't, like, a thing yet. It was during the women's suffrage movement and stuff.
So she would go to these events, and they'd fill up these stadiums, and she would come, and she would speak for the suffrage movement, and then she'd transition to personal development, and just blow all their minds. And they started doing these seminars, and so she would do these little private seminars.
Her company's called the School of Opportunity, and she'd make these little booklets, and they're little blue and red booklets, and there's like, I think there's 12 or 16 little

booklets in this thing, right? And so I'm hearing stories about her, and eventually I find a set of

books, and I buy them. They're almost impossible to find.
I get them, and there's six of these little

books, and they're the coolest thing in the world, and I was like reading them, like, these are

amazing. And then she had another book set called Brainology, so I bought that, and it shows up, and

it's twice as many books. And I was like, these little books.
I'm like, this is weird. Does she have half as many? Anyway, so I was trying to figure out, am I missing some books? So I started going out there and eventually I found that there were more books.
And I found like three or four of the books. But I was missing, I think I was missing three or four books.
I could not find the last three or four books. And I went, and I'm kind of crazy with this stuff.
I was like, every book collector, every,

like we're calling everybody.

We're trying to figure things out.

We are scouring eBay.

We're scouring every site.

We're calling companies in the UK.

Everywhere we can find, in my opinion,

the book, we can't find it all.

And then we launched Secret of Success.

I tell people a story like,

we have a whole set of them, three books.

Nobody can find them.

And then what's crazy is inside the community, I told Justin Benton there. Justin, you in the room probably? Wow.
Justin gets a shout out. He's out in the hallway network.
That's Justin. I understand.
So I tell Justin, Justin has our community. And then Olga, who's in here probably somewhere.
Where's Olga at? Yeah. So Olga like does this, like, I don't know what she did.
All of a sudden, like 15 minutes later, she's like, found him. I'm like, like what she's like yeah I found a person as a person as a and like and then I'm like how much do you want for these books I'm really like I'm literally I'm like I will spend a hundred thousand dollars for these three books like that's how important they were like this missing piece we've been searching for and they're like how about a hundred dollars per book or something I was like yes please anyway so we got them all and now we're republishing his actual but it is but anyway it the same book.
So there's the rabbit, the story. All right.
Where are we at right now? What are we talking about? Okay. All right.
So this is the doodle I want to share with you guys because this is the journey that I see. Okay? To go through it again, the first step we have to figure out is what is our purpose, right? Like, what are you guys here for? What are you trying to become?

Like, what are you trying to do, right?

Figure out your purpose.

And we, inside of that, say, okay, what is it I want?

How am I going to get that?

But then why do I want that?

What's the actual why?

What's the reason that's going to pull you?

From the why, we've got to figure out who are the two who's.

Who do you actually want to become, right?

And who's the person you've been called to serve?

We figure out that.

That's going to give us the why.

It's going to take us on this journey and help us to move forward consistently. From there, we're in the ordinary world.
We hear the call to adventure. We start going on the journey of achievement.
As we go on this journey of achievement, we're going to have the refusal of the call. When the refusal of the call hits, we've got to pick between fear and faith, fear and faith.
We're going to be adrift or we're going to be driven. We're going back and forth through these two different things, trying to figure out what it is, right? Those of us who move forward in faith, we will move forward.
After that, we step into the darkness. We step into the fog, into the smoke, and all of a sudden, boom, the guide will appear.
The guide will have a map for us. We have this map knowing here's the steps we've got to do to succeed on our journey of achievement.
The map, the guide will disappear. We'll have the map.
We'll start walking, and boom, we hit in the face. And boom, we hit in the face over and over and over again.
And we kept stepping up. We kept stepping up.
The reason why is because, number one, we have faith in the purpose that we have. We have faith.
There's a reason why we have this place in our heart. There's a reason why we're achieving this.
So we keep moving forward despite the pain, despite the setbacks, despite the frustration. Besides things, we keep moving forward.
And also because we have faith that the guide knows the path that we're going, that we're going to get us there. And number three is because we're going to get faith in ourselves.
And as we go on this journey towards achievement, we're going to work our best to try to achieve the reality is the only thing that actually matters is who we become along the way. As we become somebody different along the way and we change ourselves, we change our lives, we change our families, that's the key.
Now, if you do that, you get more and more belief in yourself and what you are doing. Then it gives you the ability to start actually contributing, right? Shifting back to the people you've been called to serve, changing their lives with the trials, the problems, the ups, the downs, everything you went through so you can change their life.
Again, the person you've been called to serve is you five years ago, and they are waiting for you to step into that calling. You've been given gifts, you've been given talents, you've been given obstacles, trials, all the things, so you can help somebody else to get out of the pain that you once were in.
And if you're willing to step in that calling, coolest things can happen. Number one, you're going to make some money, you're like, oh, that was really cool.
But number two, you have a chance to feel what it feels like when you change somebody's life. When you have a chance to watch your son, who had not wanted to match with it, get his hand raised and you feel that inside, you'll get addicted to it.
You'll get addicted to the serving and the sharing. You want to do it over and over and over again.
You guys will keep showing up. You'll keep doing this.
You realize this is not just a business you are creating. Okay, this is a lifestyle.
We're changing people's lives. And when you see the effect that you're, like the ripple effect that you'll create in their life, it'll change everything for you.
One day, this is, man, probably four or five years ago, Dave Woodward, my best friend and partner, we were sitting out talking about this stuff, and we talked about the ripple effect. Like, what is, like, the actual ripple effect of ClickFunnels? Like, what does that look like? And we're trying to figure out, and we're, okay, let's just say, let's say we just's just say we just look at us, right? Just ClickFunnels.
There's us. I think at the time we had like 300 employees.
There's us and 300 employees. We've changed all their lives.
They all have jobs. They're doing this cool thing.
But then it's like with all those 300 employees, they all have families. They have a spouse.
They have kids. So that's how we times it by three.
So now we're like 900 people, right? And that's just our own internal, like who we as a company did. But like, okay, but then think about this.
How many customers do we have? We're doing the math, like, at the time we had, like, I don't know, 70,000 customers, right? We have 70,000 customers using our platform. So we've changed 70,000, like, that's the next level of the ripple for, like, 70,000 people.
But then we're like, wait, but all those 70,000 people, each of them have, have, like, spouses and kids and stuff, like, it's changing their lives. And there's something about their employees, like, they used to have employees.
I think average ClickFunnels person has like three, three and a half employees or something like that. So, like, if you take that 70,000 times three, three and a half, four, like, now we're like 100, whatever, 120,000.
And they're like, then each of those entrepreneurs are all serving someone. We started looking at different people.
We looked at Kaylin Pullen, right? Like, she was one of those entrepreneurs, and she had like 1.4 million women on her email list, like over 100,000 customers. I mean, that one person helped a million people.
And we have 70,000 of those. And like, we start looking at it.
And also, like, it got to the point where like, this is insane. This is literally hundreds of millions of people are being affected by what we're doing.
Okay, I had a meeting yesterday or two days ago with my team before we got started this whole thing. I said, look, people are coming in from all around the world.
And there are people coming who are scared, who are nervous. And this is the beginning of the ripple effect for them.
They're going to come and they're going to leave empowered with ideas, information, everything. And they're going to go back and they're going to start changing the world.
Like the ripple effect of what's going to happen in these next four days, if we execute correctly, will literally change the world. Like that's insane, isn't it? Okay.
And I want you guys thinking that way because this will change everything. So you just stop focusing on how to make money, how to make money.
You shift to that. Like what's the ripple effect that my movement's going to have? That's when this gets exciting.
When you launch your company, again, it starts with you, your team, and their families, and then your customers, and their customers' customers. And it keeps going, and keeps going, keeps going.
It becomes insane what you're able to do. And someday, when this whole thing is done, we have a chance to all hang out.
Maybe we're dead. Maybe we're wherever.
I don't know what's going to look like. But if we're all hanging out someday, think about all the people that come up to you like, man, like, you changed my life.
Maybe not directly. Maybe it was indirectly to somebody else.
Somebody else. Like, how cool is that going to be? How cool for a reunion that will be someday? Thank you.
Thank you. Just think about that.
Like, that's what I want to fuel you guys on this journey. Because if you have that, like, it makes this whole game so much fun.
And I'm grateful for all of you guys for allowing me to be here and be able to serve you guys in this capacity. It's the greatest gift I've ever had in my entire life.
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