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

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Speaker 4 Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling.

Speaker 4 If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com/slash podcast.

Speaker 4 That's sellingonline.com/slash podcast.

Speaker 4 This is the Russell Brunson Show.

Speaker 4 27,375.

Speaker 4 Who knows what number that is?

Speaker 4 27,375, that's the average number of days that a human being lives on this planet.

Speaker 4 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.

Speaker 4 I think about this a lot, right?

Speaker 4 Most people,

Speaker 4 they don't do what we do. They don't show up to Las Vegas.

Speaker 4 Jam in a room with a whole bunch of other crazy people trying to figure out how in the world to change the world.

Speaker 4 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.

Speaker 4 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.

Speaker 4 Some of you guys probably came to Funnel Hacking Live. Who are my first timers in the by the way? Head of First Timers? Okay.

Speaker 4 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.

Speaker 4 We're going to talk about that. Okay, 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.

Speaker 4 Now, this is not just a little thing. You're going to learn how to change your world first.

Speaker 4 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.

Speaker 4 And that ripple effect will continue to grow and grow and grow. But it all starts here over the next four days at

Speaker 4 still weird to say, I'm getting emotional thinking about it.

Speaker 4 The last funnel hacking live.

Speaker 4 We've been doing this now for

Speaker 4 a decade,

Speaker 4 which is crazy. Todd and I were just joking backstage a few minutes ago.
We just wanted to build some software.

Speaker 4 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 funnel hiking live, it was an experiment.

Speaker 4 Like, we're going to do an event, we'll bring people out. We had 600 people come, like, that was amazing.
And they're like, should we do that again? We're like, I don't know.

Speaker 4 We kept going back and forth and back and forth. 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.

Speaker 4 And then that time, we're like, maybe we should do this more consistently. And next year was 3,500 and then 4,000 and then 5,000.

Speaker 4 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.

Speaker 4 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.

Speaker 4 You got to fly to

Speaker 4 Some of you guys love Vegas, but

Speaker 4 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 yourself, how to change yourself, how to change everything.

Speaker 4 I'm proud of you guys for making that leap.

Speaker 4 But if you think about it, for most people, the very first time they come into this world, and also the second time and the third time, it's very, very scary.

Speaker 4 How many of you guys came here with a little bit of fear in your heart? If you're honest, raise your hand. Okay?

Speaker 4 About half because they fear, the rest of you guys are just like, no, I'm ready.

Speaker 4 The reality is like, entrepreneurship is a scary thing the very first time

Speaker 4 and I was putting my slides together I found this quote from Garrett J.

Speaker 4 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 sit behind my computer I sit on a laptop I can create things I can put them out there and that's how I'm gonna make my money I don't have to talk to humans I was like so excited that was gonna 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.

Speaker 4 I was in this room and I'm watching people on stage.

Speaker 4 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 Sharfin calls it the call to contributions call the contribution I was like wow maybe I should be doing that

Speaker 4 I'm not gonna 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 and it kept pulling me when Todd and I first put together cliff phone I was like the never 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

Speaker 4 but when you step start it was 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.

Speaker 4 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?

Speaker 4 Like, that could definitely happen.

Speaker 4 I always have this fear that nobody's going to show up. I'm checking the stats, like, how many people checked in last night and all sorts of stuff.

Speaker 4 And then you guys are here, and it makes me so happy. I 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.

Speaker 4 And I found this quote, it was actually part of the introduction to

Speaker 4 the Two Comic Club documentary we did probably four or five years ago. We showed it at Funnel Hacking Live.
And I wanted to show this clip.

Speaker 4 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.

Speaker 4 So, that says, watch this really quick intro from the documentary.

Speaker 4 Everybody's afraid the first time.

Speaker 4 But they just are.

Speaker 5 Let me tell you what it's gonna be scary

Speaker 5 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

Speaker 5 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.

Speaker 5 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.

Speaker 5 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.
That is no shame in that at all.

Speaker 5 But for those who feel that they are part of that 1% crazy, they're just f ⁇ ing crazy enough to say, I want to take on the responsibility of payroll of a million dollars a month.

Speaker 5 I want to take on responsibility of paying the checks to people who have children. I'm going to be the one responsible at night who never gets to turn it off.

Speaker 5 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.

Speaker 5 If you're going to go down that path, you better be committed to something.

Speaker 5 And the commitment cannot be, I want to make money, because here's the reality: most entrepreneurs fail, most business owners fail.

Speaker 5 They fail to make more money than they would have made working for someone else.

Speaker 5 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.

Speaker 5 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.

Speaker 5 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.

Speaker 5 You try to, but you can't.

Speaker 5 You can't shut it off because it's right here and it's pulsing and it's beating beating and it's moving and if you don't move on it the only choice you have is die or keep drinking and ignoring this thing inside of you and if you're drawn here to clip funnels it's highly likely that you are one of the one percent crazies welcome home

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 It's going to 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.

Speaker 4 I wanted to doodle a couple things specifically about you guys.

Speaker 4 and about your calling and about what it looks like, what to prepare for, what's coming up, what's already happened, where you might be inside of this journey.

Speaker 4 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.

Speaker 4 Some of you guys are coming in, you're trying to win a one Comic Club award. Some of you've got two Comic Club Awards.
Some of you guys are getting the spot where you're getting 10 million, 100.

Speaker 4 Like, it's crazy the different levels inside this room, right?

Speaker 4 And so everyone's at a different point in the journey, which is why this room is so amazing, because the people you have a chance to network and get to know their people every single level that you get to have a chance to be part of and be part of their journeys.

Speaker 4 And so I want to start, though, talking about each of your specific journeys. And what does that look like? And what to prepare for and what to to kind of think through.

Speaker 4 What are the things that are going to be the most important?

Speaker 4 The first thing I want to talk about is

Speaker 4 when you're starting any journey, this is

Speaker 4 one of the biggest mistakes people make is they start without a direction.

Speaker 4 I think about my life and the things that I've had success with in my life. Typically what happened is

Speaker 4 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?

Speaker 4 Again, I believe most of you guys have the same thing. You have a desire that's placed in your heart and that's why why you're here, right?

Speaker 4 Something's happening, something's calling you to do something, right?

Speaker 4 And the biggest thing I think with entrepreneurs who are successful and those who are not initially is figuring out and really being able to identify what their purpose is.

Speaker 4 What is the thing that they want to do? A lot of you guys know my favorite author is Napoleon Hill.

Speaker 4 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.

Speaker 4 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?

Speaker 4 Something definite that you can see, that you can touch, that's tangible that you're running towards.

Speaker 4 A lot of people, their purpose is like, I want to lose weight. That's a purpose, but it's not a definite purpose.

Speaker 4 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.

Speaker 4 That's a purpose, but a definite purpose is more specific.

Speaker 4 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.

Speaker 4 And I remember the very first, I was in eighth grade, my dad wanted me to come to wrestling practice.

Speaker 4 And I didn't want to go to wrestling practice because I was a kid who watched TV, and I didn't really...

Speaker 4 So my dad makes me go to to this wrestling practice we start practicing and I'm going with the guys and we're kind of doing the thing and 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 felt that before you're kind of like you're there you're doing the thing you're showing up every day but there's no 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

Speaker 4 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.

Speaker 4 So we go to the the state finals, we're sitting there in the audience, and I remember,

Speaker 4 I think it was like a 106-pounder, little tiny guy, he gets out there, and he'd won two state titles before, and he's going for his third state title.

Speaker 4 He goes out there, he wrestles, and he wins the match, and I don't know what happened. I'm a little kid, sitting up in the audience, watching this whole thing, and like the whole world stopped for me.

Speaker 4 I saw him get his hand raised.

Speaker 4 I was like, that.

Speaker 4 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.

Speaker 4 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.

Speaker 4 As soon as I knew that I 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 from me besides that.

Speaker 4 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 everywhere else because all I wanted was that one thing.

Speaker 4 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.

Speaker 4 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.

Speaker 4 I was going through the emotions, going through everything, right?

Speaker 4 But there was never any purpose other than I want to to make money, okay?

Speaker 4 And then, some of you guys have heard me tell the story before, this guy named John Reese, he goes online, he launches a course called Traffic Secrets.

Speaker 4 He launches this course, and in an 18-hour window, he sold a thousand copies of a $1,000 course, and he made a million dollars. And I remember seeing that.

Speaker 4 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,

Speaker 4 the whole world shut down, and I was like, that. I want to do that.
How do you do that? I got to figure out how to do that.

Speaker 4 And it went from being the circular motion of just kind of like, I hope that this will work someday. I want to make some money to like i want to do that right and i started running towards that okay

Speaker 4 later in my business when i started making money and i don't want to ruin surprise for all you guys um after you start making a lot of money you're gonna find the weirdest thing that happens you're gonna find out that it doesn't feel like you thought it was gonna feel how many of us think that when you make a bunch of money it's gonna feel like the greatest thing in the world and you'll be on top of like this is gonna be the best thing ever how many 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 like i started making money and i I was like, why is this not feeling so good?

Speaker 4 I'm so confused. I can't understand it.
And I started looking at other people. I looked at people like Tony Robbins, some of my mentors, and I looked at what they were doing.

Speaker 4 I watched 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.

Speaker 4 And my focus shifted from my how to make money, how to make money to like, how do I change more people's lives? How do I do that?

Speaker 4 And when I shifted there, all of a sudden 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.

Speaker 4 It is so much better. Okay? It's interesting.
I remember,

Speaker 4 again, as a wrestler, somebody is in my wrestling background. I was a wrestler.
I was a state champ, took second place in the nation, went into college of wrestling.

Speaker 4 And my favorite feeling of all time was always when I would wrestle mats and I would win and the ref would raise my hand. I'm like, nothing feels better than that.
At least nothing in business.

Speaker 4 I'm not going to lie. I've been trying to chase that same high in business, and I can't get it.
The best feeling I ever felt was that until a couple years ago.

Speaker 4 My boy started wrestling down in the Bowen. And Bowen, who right now is on a mission in San Diego, he's dying.
He's not here right now. I love the little dude.
Yeah, he's serving the Lord.

Speaker 4 It's pretty cool. But he's out there in San Diego.
But in eighth, or what was it, sixth grade?

Speaker 4 Sixth grade, he started his wrestling career and he shows up and he doesn't want to, he's like, I want to wrestle that. This is the worst thing ever.
And he goes the first day and he comes back home.

Speaker 4 He's like, I'm quitting. This is the worst.
I'm like, no, you have, like, this is going to be so fun. This is, I wanted you to wrestle.

Speaker 4 And good for him, like, he went back, he stuck it through, 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.

Speaker 4 He loses the match, and you come off mat, and he was defeated, I was defeated. We go back, we practice all night, work on things, go back and forth and back and forth.

Speaker 4 And the entire season, like, he just kept losing and losing and losing and losing. And it was just heartbreaking.
And finally, we got into the last match of the entire season.

Speaker 4 And I'm just praying, like, give this kid some success. Like, he's working so hard.

Speaker 4 And that last match, he goes out there and he wins. And I watched his hand get raised.
And I was like, oh my gosh, that feels better than anything I'd have felt like getting my own hand raised. Right?

Speaker 4 And yeah.

Speaker 4 I have a feeling it's going to be a very emotional week for me, so I apologize in advance for the

Speaker 4 anyway.

Speaker 4 I love you too.

Speaker 4 So, for you guys, you're going to go through that same experience. You're going to launch a business, you're making a bunch of money, you get hand raised.
You're like, that felt good.

Speaker 4 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.

Speaker 4 I cannot chase out anything else yet, and you guys are going to feel that as well, which is so cool.

Speaker 4 Okay,

Speaker 4 so back to my doodles over here. So, step number one in this process

Speaker 4 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.

Speaker 4 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 until now, and every culture, every everywhere.

Speaker 4 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, from a lot of different ways.

Speaker 4 And so I'm going to take, a lot of what I'm talking 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 the kind of the goals.

Speaker 4 Okay?

Speaker 4 So the very first thing

Speaker 4 here.

Speaker 4 And this is you.

Speaker 4 Okay, and this is you. And you are in what's called the ordinary world.

Speaker 4 Okay, if you think about any hero at the very beginning of a movie, they start, like, you think about Lord of the Rings. I just re-watched Lord of the Rings recently, right?

Speaker 4 Frodo started in the shire, in the ordinary world, and also hears this called adventure. He said, leave the shire and go on this huge adventure, right?

Speaker 4 You think about any 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 also hears this call to venture 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 guys remember when you were normal anyone here remember that right before you help me Garrett start talking about you hear that like that pulsing that beating that thing where you're just like god I want my built for something more again Alex Scharfin calls it the call to contribution you feel this call to contribution right it's the hero right starts in the ordinary world and he hears this call to adventure adventure, right?

Speaker 4 And you start going on this thing. So we start here in the ordinary world and the hero goes

Speaker 4 on the hero's journey.

Speaker 4 Okay? And the hero's journey is all moving towards something, right? It's moving towards your purpose. So up here, all right, purpose.

Speaker 4 And this is the journey you're going towards, right? I want to be a state champ. I want to win a Tukomica board.
I want to change the world. I want to, whatever your purpose is, right?

Speaker 4 The hero leaves the ordinary world to go on this journey to go achieve that purpose. Now, as I was putting this together and thinking a lot about this, I started thinking about

Speaker 4 with our purpose. I wish I had better handwriting.
You guys, that says purpose. You good? Yeah.

Speaker 4 When you look at the purpose, right, there's kind of three tiers of this. If you guys have ever studied

Speaker 4 Simon Sinek, he has a really cool presentation, TED Talk he did on this. He wrote a book about it, about the power of why.
But he talks about there's like three levels, right?

Speaker 4 The first level right here is he calls, it's the what. Like, what is the thing you want?

Speaker 4 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.

Speaker 4 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.

Speaker 4 I got all the different things, right? Here's the how. So we have the what, the how, and then in the middle is this thing

Speaker 4 called the why. Why do you actually want to do it?

Speaker 4 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.

Speaker 4 Okay, now for me, whenever someone talks about this concept of a why, I always struggle with it. How many of you have ever struggled with it? Like, do you know what your why is? And you're like,

Speaker 4 I think, yeah, because I want to do the thing, right?

Speaker 4 Who guys have 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?

Speaker 4 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.

Speaker 4 And then all of a sudden I had this weird epiphany where I was like, oh my gosh, I know what the why is.

Speaker 4 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.

Speaker 4 And for me, as soon as I figured this out, everything laid on, I was like, I know what my why is. It was the simplest, easiest thing.

Speaker 4 So I'm going to give you guys a tool to help you figure out your why is if you don't know what that is. You guys ready for this? Here's the why.
Your why

Speaker 4 is actually

Speaker 4 two who's.

Speaker 4 Okay? The why is just two who's. So the first two is you.
Who do you want to become?

Speaker 4 Okay, this is tied to your why. Who do you want to become? Like, why are you here?

Speaker 4 What are you trying to, like, 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,

Speaker 4 who did you want to become? Why did you come here? There's a reason, right?

Speaker 4 Hopefully you have some vision in your head of like who you want to become What does your future self look like?

Speaker 4 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, that's part of my why like without that like what's the purpose of any of this?

Speaker 4 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 this is something to think about. Who do you actually want to become? Right?

Speaker 4 That's why we sit around ourselves with mentors, people we look to be like, I want to be like that person, this person, I love how this person does this.

Speaker 4 Okay, in my life, I have a lot of people I look up to for different things. Some people look up to one thing, other people look up to other things, right?

Speaker 4 I have people, spiritual leaders, I look up to. They're like, I want to be like that person.

Speaker 4 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.

Speaker 4 I want that too. Like, that's part of who I want to become.
Not there yet, but we're going to get there eventually.

Speaker 4 So, the first thing is, who? Who are you going to become? Okay, that's the first two.

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Speaker 4 If you think about this, if you study Hero's Journey, the first journey a hero goes on is called the journey of achievement.

Speaker 4 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.

Speaker 4 Like, when you're looking at a story, the audience is always aware of the journey of transformation, right? Frodo's got to take the ring to Morador and throw it into the big lava pit, right?

Speaker 4 Or Rocky Balboa has got to be Apollo Creed, okay, or Apollo Apollo Creed in part two, or Mr. T, or the Russian, whatever it's, right?

Speaker 4 Like 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?

Speaker 4 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.

Speaker 4 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 run the movie for you, but if you haven't seen it yet,

Speaker 4 he loses. He loses the journey of achievement.
But who does does Rocky become in the journey, right? So the second journey, hero, second journey,

Speaker 4 is the journey of transformation.

Speaker 4 Okay?

Speaker 4 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

Speaker 4 Calm Cup Award, journey of achievement. Like, I want you guys to achieve that because it feels good, but I actually don't really care.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And then it opens up the second who, okay? So the first who again is who do you want to become?

Speaker 4 And the second who

Speaker 4 is who

Speaker 4 are you called to serve?

Speaker 4 Those are the two who's. Who are you called to serve?

Speaker 4 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 to contribution.

Speaker 4 The first time, I don't know about you guys, the first time I got in this world, I feel like God tricked me.

Speaker 4 He gives you 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, I want some money.
So I get into that, right?

Speaker 4 How many 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.

Speaker 4 We're in a safe space, okay?

Speaker 4 That's how he has to trick us sometimes because we're all lazy humans and we get off our butts and it's like, okay, and then we started on this 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 out.

Speaker 4 That's what it's exciting.

Speaker 4 That's where it becomes like, at least for me, like I'm kind of obsessive, compulsive at a lot of things, things but I become obsessed with it right is figuring out who it is that you were called to serve and think about this in any journey

Speaker 4 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 journeys it's uh the step is called re 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 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 the your business journey starts right now you're gonna change that person's life you're taking them on a journey to help them the same way that you figured out how to how to be helped okay I always think about this like

Speaker 4 I think about the last

Speaker 4 In fact, I'm going to do a presentation in the next day or two.

Speaker 4 I think it's on Saturday morning. Don't sleep in Saturday morning.

Speaker 4 At our third funnel hacking live ever, I did a presentation called One Funnel Away. This is before we launched the One Funnel Away Challenge.

Speaker 4 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 that kind of moved us along. I'm going to do a presentation

Speaker 4 on Saturday called One Funnel Away Part 2, going through from my ClickFunnels launching to hear the ups and the downs of our journey and just kind of sharing that so you guys can see what's going on.

Speaker 4 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?

Speaker 4 Like, you go through this and you learn a lot along the way, which gives you skills to help other people. At the same time, like it's brutal sometimes.
How many guys are your journey is hard?

Speaker 4 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?

Speaker 4 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?

Speaker 4 The trials, the tribulations, over and over and over and over again to keep happening, keeping piled on, right?

Speaker 4 And the reason why you go through that so you can become stronger, so you can figure out how to overcome those things.

Speaker 4 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.

Speaker 4 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?

Speaker 4 And they're looking for you to come and actually help them. Okay? It's the thing that makes you worthy of the calling.

Speaker 4 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?

Speaker 4 And it's hard when you're in the middle of it, right? When you're in the depths of the pain and the pressure and the stress and the anxiety, it can be hard.

Speaker 4 Okay, a lot of you guys, haven't you guys heard my podcast episode I launched a couple weeks ago talking about my last year? Okay?

Speaker 4 Thank you. Yeah.

Speaker 4 I talked about our last year was hard. Okay, it was brewed.
Last two or three years on my side has been hard, right? Okay. And this year we're coming out on fire.

Speaker 4 Like, I don't know, 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.
It's the changing of the tides.

Speaker 4 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 have gained us worthy and ready for the calling that we have right now.

Speaker 4 And it's fun and it's exciting. And it's like, as a competitor, like, I'm ready.
This is back. Like, time to have some fun again okay

Speaker 4 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 our why we figure out why our two things number one is who do we want to become and number two who are the people we call 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 don't want to go on this journey 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.

Speaker 4 I need to become that person someday. What's it going to take to be like that person? Okay.
And number two, you feel like all the contributions.

Speaker 4 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.
I can figure out how to serve those people.

Speaker 4 So I can change their lives the way my life was changed. When you figure that out, those two things, that encompasses your why.

Speaker 4 Those are the only two things I found that will get me up in the morning, the days I don't want to go to bed.

Speaker 4 The things that's like when you're so tired and you're so worn out, you're like, how am I supposed to do this again?

Speaker 4 It's thinking about who I'm trying to become and

Speaker 4 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?

Speaker 4 So for me, that was helpful. Does that help you guys understand what your why is? Is that good?

Speaker 4 Very cool. If not, I can go and...
Just kidding.

Speaker 4 Dev, so your why or two who's? All right. I'm going to keep on going.

Speaker 4 Next thing I want to talk about.

Speaker 4 Okay.

Speaker 4 So this is the next thing to think about.

Speaker 4 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 to call.

Speaker 4 And it's interesting because almost every entrepreneur I've ever talked to, when they're honest, they'll talk about this.

Speaker 4 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.

Speaker 4 So as soon as the hero hears the call to adventure, immediately comes the refusal of the call. I can't do that.
No, I'm not worthy. I talk way too fast.

Speaker 4 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.

Speaker 4 I'm not hoping for anybody, but we'll see. Yeah.

Speaker 4 That smoke is so much thicker than I thought it was going to be. And 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's thick.

Speaker 4 I need to get a breath of air. So I walk in, I get a breath of air, but all the smoke went in my lungs, and I started coughing, and I'm like, oh, and I stumbled out.
I was like, okay,

Speaker 4 note to self. Take the breath of air before you get to the smoke.
Otherwise, you're going to pass out on stage. And this is going to be a really like memorable Funnel Hacking Live 10 for everybody.

Speaker 4 Funnel Hacking Live where Russell died on stage.

Speaker 4 What are we talking about? Okay.

Speaker 4 Oh, yeah, the refusal of the call. So the hero hears 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.

Speaker 4 They saw the ads. They saw the things that he was talking about.
They saw the Facebook lives, the podcasts, everything.

Speaker 4 It's still funny to me that a handful of you guys, probably four or five hundred, bought tickets like yesterday. And you're like, I didn't know if Funnel Hacking Live was happening.
I'm like, what?

Speaker 4 I have spent literally millions of dollars to put the announcement of this event happening everywhere for like the last 10 months.

Speaker 4 And some of you guys didn't know until yesterday this is actually, yeah, so

Speaker 4 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.

Speaker 4 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.

Speaker 4 Okay, throughout this weekend, you're gonna hear that call over and over and over. You're gonna hear different speakers.
You hear me.

Speaker 4 You're hearing 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.

Speaker 4 My guess is like when those things happen, instead of getting offended, I'd 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.

Speaker 4 Maybe he'll just be offensive, but I'm hoping not. Cross my fingers.

Speaker 4 Right? But every speaker is going to come out here, and every speaker I brought here is a very specific reason. Everyone's at different angles, different ways they do things.

Speaker 4 We've got people from every, like, as diverse of a presenter group as possible because someone is going to speak to your heart. And I don't know who it's going to be.
Okay?

Speaker 4 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 of adventure. You're going to hear it.

Speaker 4 And as soon as you hear it, the first thing that's going to come, and I'm warning you now so you'll be prepared for, is the refusal of the call.

Speaker 4 You're going to hear it, and you're going to stop and be like, okay, well, who should, like, I hope somebody does that.

Speaker 4 If you guys were Dan Kennedy Day yesterday, it was fascinating. He talked about.

Speaker 4 We talked about being in the market. He says, when you walk into any room, he said,

Speaker 4 in a market, he's like, people are in there. He's like, there's a third of the people that are like, like, they're cool with the status quo.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And when that person walks in the room and says, something's wrong right here, we've got to change things. Those people will follow them.
Now, I asked them a question.

Speaker 4 I said, why don't those third of the people, why don't they step up? Why don't they step in that call and why don't they become the radical? Okay? They heard the call. They know something's wrong.

Speaker 4 But they just wait. Like, who's going to be the person? Hopefully it be them or them or somebody.
It's not going to be me, right?

Speaker 4 Okay? It's a refusal of the call. We don't want you guys refusing the call.
When you hear it, you got to think that and realize that that's not from you. Okay?

Speaker 4 That calling is not something you made up in your head.

Speaker 4 I have a strong belief. Maybe I'm wrong.
But even if I am wrong, this belief serves me in a really deep way.

Speaker 4 I have a strong belief that those desires are planted in your heart from God. He puts those things into your heart.

Speaker 4 They're not from you. You didn't create yourself.
These aren't your ideas. All of a sudden you start feeling like, I'm going to go start studying marketing and funnels.

Speaker 4 Like, why 20 years ago, like, of all the things, I barely graduated college. I struggled in school.

Speaker 4 I got to see 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?

Speaker 4 But I couldn't sleep at night. I'm like, this is amazing.
This is the coolest thing in the world, right?

Speaker 4 I got obsessed with it. 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.

Speaker 4 I was telling Mike Van Bruh on my team, he was a wrestler at Rutgers, and he's been on my team for the last couple months and we were talking backstage ahead of us. He's like, this is crazy.

Speaker 4 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 in?

Speaker 4 We threw an event.

Speaker 4 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.

Speaker 4 And we do this event. We'd run radio ads.
We direct mail pieces. We ran the holiday inn.
Downtown Boise. We're like, we're going to change the world.

Speaker 4 And the very first thing, we had this little tiny room, and I'm waiting. 100 people, like RSVP, they were going to come.
So, this is going to be amazing. 100 seats set out.

Speaker 4 The event happens, and two people showed up. And one person sat in the front row, one person sat in the back row.
And I was like,

Speaker 4 all right, guys, let's talk about funnels. And they're just like looking at me like, what? This is 20 years ago, right?

Speaker 4 It's funny, I had somebody a little while ago who are like, well, Russell, of course, like, your business is big. You picked funnels.
Like, everyone wants a funnel. I was like, okay, real quick.

Speaker 4 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?

Speaker 4 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?

Speaker 4 And I kept doing it, kept doing it, kept doing it until eventually people were like, that thing he's talking about sounds kind of cool. And the more people came and the more people came.

Speaker 4 A decade later, I meet Todd. Todd builds the greatest software in the world to make this concept actually simple.

Speaker 4 We do our first funnel with guys, 600 people show up. Then 1,200, then 13, then 35, then 4,000, then 45,000, then 5,000.

Speaker 4 It's crazy. And for you, it's going to be the exact same way.
You're gonna start talking, and nobody's gonna care about what you're talking about. You're like, funnels? What?

Speaker 4 I'm like, no, this thing's cool. They're like, no, it's not cool.
Okay?

Speaker 4 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?

Speaker 4 Like, now this is amazing. You guys are here talking about funnels with me for four days.
You guys are nerds, and I love it, and I'm grateful for it. Okay? But I didn't do it for that.

Speaker 4 I did it for the love of the game, for this thing that I've been obsessed with, right? That desire God planted in my heart.

Speaker 4 Like, I'm obsessed with that, and I wanted to talk about it okay and you guys started showing up which I'm grateful for it's got to be the same thing for you you got to 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 everything changes right you have to understand so again the calling is gonna happen after the calling happens you are gonna hear the refusal of the call Okay, and this is gonna be hard and this will stop most people if you've read the war of art one of my favorite books of all time Stephen Pressfield I tried to get him to come speak here I literally offered him everything on planet earth I was was like, I will buy your house.

Speaker 4 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.

Speaker 4 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. It's also amazing.

Speaker 4 What he talks about in the War of Art is he calls it resistance.

Speaker 4 Every time we want to do something, resistance is going to hit us. And it hits us over and over again.
It's not a one-time thing. It happens over and over and over and over again.

Speaker 4 I remember after I read the book, he talked about resistance.

Speaker 4 One of my favorite quotes in there, he said that

Speaker 4 the difference between,

Speaker 4 he said, the thing that

Speaker 4 the 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.

Speaker 4 I started thinking like, you can use that in any market. You can use it in anything, right? The hard part is not working out in the gym.
It's going to the gym.

Speaker 4 And resistance is the thing that keeps you from going to the gym.

Speaker 4 The hard part is not building a funnel. ClickFunnels made it insanely simple.
The hard thing is sitting down to actually do it.

Speaker 4 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 got a lot of stuff done in my life.

Speaker 4 I'm pretty, you know, I'm a doer. I get stuff done.
And so I thought, I'm going to do

Speaker 4 a time study to see 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, bloop, bloop, bloop.

Speaker 4 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.

Speaker 4 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 like every single piece like resistance hit me and hit me i'm like this is insane hits over and over and over and over and over again how many 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.

Speaker 4 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

Speaker 4 throughout this week. I have a couple other speakers.
We're going to be talking more about the antidote to resistance.

Speaker 4 But if you read his second book called Turning Pro, the secret, like what it is, is Turning Pro. It's stop being an amateur and stepping into your calling.
Okay?

Speaker 4 Most people are dabbling and they're dabbling. When you're dabbling, it's so easy for resistance to beat you.
Okay?

Speaker 4 What Pressfield says is the way you beat that is you quit being an amateur and you step up and become a pro. What does a pro do different?

Speaker 4 How do they show up different? Okay, if you're a professional funnel hacker, professional marketer, professional speaker, whatever it is, not just an amateur is dabbling, it shifts everything.

Speaker 4 You have to learn to become pro and step into it.

Speaker 4 So refusal of the call. We have to learn how to turn this off.

Speaker 4 Every hero, everyone throughout time, the refusal of the call stops them.

Speaker 4 We have to decide. Yes, 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 forward towards this calling. Okay?

Speaker 4 We have to decide.

Speaker 4 Okay.

Speaker 4 Now, after we make that decision, we decide to go on this journey. If you follow the hero's journey, the next step, the thing that always happens next, is the guide shows up.

Speaker 4 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.

Speaker 4 Faith is like you're in a cloudy night and you're like, I got to get way over there, but I cannot see the path anywhere. You're like, scared, fear starts overcoming you.
I don't know.

Speaker 4 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.

Speaker 4 And when you do, the coolest thing happens. I can tell you, I just sit in the fog.
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.

Speaker 4 There it is. That's faith.
I don't know how to get there. I know I need to get there.
I don't know how to get there. You take the next step.

Speaker 4 So the guide does not show up until you are willing to take that call to adventure, go on the journey, try to refuse the call, and start the journey.

Speaker 4 After you start the journey, the first thing appears is the guide. Now, think about every movie movie you ever watched in all time.
What happens? Frodo decides to go, boom, Gandalf shows up, right?

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 Now, one of the big mistakes people have is they think that as soon as the guy shows up,

Speaker 4 as soon as the guy shows up and gives me the plan, then it's all sunshine roses. I can go on the path now.
When you achieve the thing, it's going to be easy. Right? But think about this.

Speaker 4 Any good movie, if they hear, like, let's say, go back to Lord of the Rings, right?

Speaker 4 They give Frodo the ring, they got, you got to go to Morador, throw it into the big lava pit, it's going to be awesome.

Speaker 4 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.

Speaker 4 He just said the journey 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.

Speaker 4 It's also the thing, by the way, that makes your life exciting.

Speaker 4 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 am I Tyson say about a plan?

Speaker 4 Everyone's got a plan until they get what? Punch in the mouth, right? Okay.

Speaker 4 If you're not fully aware yet, what's going to happen, Overflow Hiking 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 all of a sudden everything's going to start coming.

Speaker 4 You're going to get hit, and you're going to get hit, and you're going to get hit. Okay?

Speaker 4 And that's when it's hard. You keep showing up.
Okay? What's the quote from Rocky Part 5? It's about,

Speaker 4 I forgot to remember right now. He's talking to his son.
He's like, the secret of life is like, yeah, nine times you knock down, times you get back up, right? It's getting, like, that's the game.

Speaker 4 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?

Speaker 4 It's not gonna be fulfilling It's not gonna be exciting 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

Speaker 4 That is the key okay, even though the guy gives you the plan you got to 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 the testing is to see like are you actually like do you actually want this?

Speaker 4 How badly do you want this? Okay,

Speaker 4 the universe God He's like, I'm gonna see does he actually want this? We're gonna find out.

Speaker 4 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

Speaker 4 one day this like popped in my head I just had this like visual picture right

Speaker 4 and I was thinking about this like 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 like I'm a big believer I think God's out there maybe he's not but this is my my vision what it looks like in my head he's out there and he's got ideas he's like these are things I need to have happen I'm gonna see like I'm gonna going to give Russell an idea.

Speaker 4 Let's see what he does with it. I'm going to give you, I'm going to give this two or three different people, and we're going to see who's willing to actually execute on this, right?

Speaker 4 Now, what's interesting is that he doesn't give you the biggest ideas up front, right? He was like, Russell, here's click funnels. I'd have been like, oh, I'm just crashed underneath it, right?

Speaker 4 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.

Speaker 4 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.

Speaker 4 Let me give him a little better. Here's another one, like Zip Brander.
And I'm like, Zip Brander, I go and I hire the guys that do all that stuff.

Speaker 4 I sell stuff to make money, and I go launch it, ZipBrander, and I make like 500 bucks. He's like, wow, Russell's, like, he's a good steward of ideas.
Let me give you a little better idea. Boom.

Speaker 4 Let me give you a little better idea.

Speaker 4 And then eventually 10 years later, he's like, click funnels.

Speaker 4 Ooh. Right? I think what's happening for a lot of you guys is you are waiting and you are waiting and you are waiting for your click funnels to show up, right?

Speaker 4 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.

Speaker 4 Even if I had this idea for click funnels 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.

Speaker 4 When you get the ideas, you get the inspiration, you hear the call to adventure, you just do it. You got to stop stopping and just do it.
Just go forward and just see what happens.

Speaker 4 Half the time it's not going to work anyway. But guess what?

Speaker 4 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?

Speaker 4 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.

Speaker 4 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.

Speaker 4 There's so much fear that if I launch it, then it's not going to work. What do I do? Okay?

Speaker 4 Or it shouldn't be that way because in the beginning, nobody actually sees it. Okay?

Speaker 4 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.

Speaker 4 All right. Where did I leave off on? The guy gave us a map.
All right.

Speaker 4 Okay.

Speaker 4 Oh, yeah.

Speaker 4 I forgot this part. Okay.

Speaker 4 Now, we go on this journey, right? We get the map. I skipped one step, so I'm going to step back.
Hopefully this is okay.

Speaker 4 There's two driving forces that will dictate so many things in your life. Can we talk to you about it a little bit? There's faith and there's fear.

Speaker 4 Okay? What's interesting is that most of us

Speaker 4 by default pick faith or fear. And

Speaker 4 that's our default reaction to things. Something happens, and are we someone who follows in faith or fear?

Speaker 4 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,

Speaker 4 he calls people who follow fear, where fear is their default, he calls them drifters.

Speaker 4 Okay, that says drifters anyway, he calls them drifters, people who are drifting, right?

Speaker 4 And he said that in the book, he says 97% of the world are drifters. They're just drifting.
They're not doing anything. They choose fear.
Fear shuts them down.

Speaker 4 And so every time something great comes from them, they get the idea. Like, oh, that's great.
Best for somebody else. I'm the third room.
Hopefully someone will step up and fix that problem.

Speaker 4 I hope somebody 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?

Speaker 4 Versus the other one, which is faith. Okay, the second one is faith.

Speaker 4 A couple years ago, From High Came Live, I titled this, I said we have the drifters and the people who move forward in faith, I call them the driven.

Speaker 4 These are two

Speaker 4 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.

Speaker 4 Again, the smoke, I'm stepping 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.

Speaker 4 I got a map, I got a guidance, keep going through this and kind of figuring things out. As you do that, keep doing that over and over again.
That's where the blessings show.

Speaker 4 That's where people start showing up, right? So, learning how to become driven, you're moving forward in faith,

Speaker 4 even though you don't know all the answers. Okay, it's not the key to know all the answers.
The key to know the direction, to trust the guide, and then to go.

Speaker 4 Okay, that actually brings me to my next step, I believe in here. The next thing I was to talk about,

Speaker 4 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.

Speaker 4 I hear about faith at church a lot of times, but then other spots I don't hear about it as much. And I was like, is faith always a religious thing? Is it not? I don't know how it all works.

Speaker 4 And as I was walking through this mapping, I realized that

Speaker 4 there's three places I need to apply faith for this to actually work.

Speaker 4 The first thing I have to do, I have to apply faith

Speaker 4 in the purpose.

Speaker 4 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.

Speaker 4 So for me, that's why it serves me so much to believe that these callings are coming from God. Like these things put in my heart.

Speaker 4 Because I believe, like, I don't know what this idea came from, but I believe it came from God.

Speaker 4 Therefore, I'm going to do it because I have faith that he or whatever sees something I don't see and is telling me to do something, so I'm just going to go. Right?

Speaker 4 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. Like, that's fine.
I don't really care.

Speaker 4 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, that was a dumb idea anyway.
I'm out.

Speaker 4 Versus like, wow, this is really hard. But I feel called to do that.
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.

Speaker 4 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.

Speaker 4 To believe that, it gives me so much power, so much strength. Okay? so number one is believing that the purpose comes from something outside of yourself.
Number two, you have to believe the guide.

Speaker 4 When you pick a guide, you have to believe that guide.

Speaker 4 One of my most frustrating conversations with coaching students who come into our world and they will come and they'll show up to voice and we'll be having a conversation and they're like paying me insane amounts of money to tell them to do something.

Speaker 4 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,

Speaker 4 do you know how much money you paid me

Speaker 4 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 gonna have it okay you gotta 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's gonna be like all sorts of weird spots okay I remember I was this is probably a year ago I was at the airport and

Speaker 4 This weird phenomenon has happened since ClickFunnels where I used to go to the airport and it was just like, cool.

Speaker 4 And now I go to the airport or to the gas station, almost anywhere, I almost always get spotted by somebody. The kids are always like, oh, dad got spotted again.

Speaker 4 Where it's like, Russell, it's always the weirdest thing. So it's weird now actually have to go to the gas station.
It's like, I gotta put on a shirt and like my hair. It's because you never know.

Speaker 4 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,

Speaker 4 introverted, awkward Russell's just like, this is going to be one of those things. But he runs over, and he's a young kid, so excited.
He's like, Russell, I follow you online, da-da-da-da.

Speaker 4 And we start talking, and

Speaker 4 he's like, what advice would you have for?

Speaker 4 I think it 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.

Speaker 4 I'm studying other real estate stuff.

Speaker 4 I was like, okay, here's the number one piece of advice I can give to you. Pick one mentor, not two.

Speaker 4 He's like, but I love your stuff. I'm like, then pick mine.
I was like, but I love real estate. I'm like, what do you like better? He's like, I really love real estate.

Speaker 4 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.

Speaker 4 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.

Speaker 4 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, Yoda, that's cool, the levitation thing.

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 If it's not with me, find somebody, put on blinders, and go.

Speaker 4 But don't try to take two maps. It does not work.
So number one, faith in the purpose. Number two, faith in the guide.

Speaker 4 Number three, and this is going to be the hardest for a lot of you guys, is faith in you.

Speaker 4 How many of us struggle with that, if we're honest, that struggle with it on faith? Like, can I actually do this?

Speaker 4 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

Speaker 4 I think her Napoleon here are probably my two favorite authors her name is Elsie Lincoln Benedict any Elsie Lincoln Benedict

Speaker 4 the fact you guys know her is the coolest thing in the world

Speaker 4 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.

Speaker 4 Right? Eileen told me this. Eileen's like pointed this out to me.

Speaker 4 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.

Speaker 4 And then you can earn, like, you start gaining faith in yourself as you start doing it.

Speaker 4 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?

Speaker 4 But you're gonna start earning that faith by going and doing it, following the process and doing something, like, wow, it actually worked.

Speaker 4 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?

Speaker 4 I don't talk about this a lot, but when I was growing up in school,

Speaker 4 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 with a 2.3 cumulative GPA. Let's go.

Speaker 4 I don't know. And I thought I was dumb.
I just assumed I was dumb.

Speaker 4 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.

Speaker 4 It's awesome. I'm like, you saw my stuff online? I was like, oh.
And then next time I went to event, somebody saw me something. And at Venezuela, I was like, oh my gosh, they like my ideas.

Speaker 4 This is insane. Like, I could 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.

Speaker 4 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 done.

Speaker 4 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.

Speaker 4 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.

Speaker 4 You can move without the faith in yourself and you'll get that along the journey.

Speaker 4 The journey of transformation.

Speaker 4 Okay.

Speaker 4 What was the book? We're going to be republishing here in very near. If you're in a secret to success member, since there, L.C.
Lincoln Benedict, how to get anything you want.

Speaker 4 How to get anything you want in life. It is insane.

Speaker 4 There's a whole story behind that that 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 going to tell you now.

Speaker 4 We have to. Okay, so

Speaker 4 I I have the worst ADD.

Speaker 4 Okay, it's like a squirrel running. I'm just like, come back.
Okay, so when we started buying, I started buying the old books. We'll talk more about this actually on Saturday.

Speaker 4 There's a story I'm going to tell you guys on Saturday about all the old books. But I've been collecting all the old books, you know, if you guys follow some of my side stories.

Speaker 4 And as I was going through, I was buying Napoleon Hill, and Napoleon Hill actually talks about this woman.

Speaker 4 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 their name.
But think about this. This is

Speaker 4 1910, 1919, 1920. This lady's filling up these stadiums.
Someone said, Napoleon was writing in this book, like, this is insane.

Speaker 4 If you think about it back then, there weren't a lot of like women authors, women speakers. It wasn't like a thing yet.

Speaker 4 It was during the women's suffrage movement and stuff.

Speaker 4 So she would go to these events and they filled up these stadiums and she would come and she'd speak for the suffrage movement and then she transitioned to personal development and just blow all their minds.

Speaker 4 And they started doing these seminars. And so she would do these little private seminars.
Her company is called the School of Opportunity. And she'd make these little booklets.
And they're little

Speaker 4 blue and red booklets.

Speaker 4 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 like these are amazing and then she had another book set called brainology so I bought that 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 my 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.

Speaker 4 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

Speaker 4 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 it.

Speaker 4 In my opinion, it's another book, we can't find it all.

Speaker 4 And then we launched Secret Success. I tell people a story, like, we have a whole set of them, three books, nobody can find them.
And then,

Speaker 4 and then what's crazy is inside the community, I told

Speaker 4 Justin Benton there. Justin, you in the room probably?

Speaker 4 Wow. Justin gets a shout out.
He's out in the hallway network. That's Justin.
I understand.

Speaker 4 But I tell Justin, Justin has our community, and then Olga, who's in here probably somewhere, where's Olga at? Yeah.

Speaker 4 So then Olga, like, does this, like, I don't know what she did, but all of a sudden, like, 15 minutes later, she's like, found him. I'm like, what? She's like, yeah, I found a person who's a person.

Speaker 4 And then I'm like, how much do you want for these books? I'm really like, I'm literally, I will spend $100,000 for these three books.

Speaker 4 That's how important they were, like, this missing piece that we've been searching for. And they're like, how about $100 per book or something? I was like, yes, please.

Speaker 4 Anyway, so we got them all, and now we're republishing his actual book. But anyway, it's in the same book.
So there's the rabbit, the story. All right.

Speaker 4 Where are we at right now? What are we talking about?

Speaker 4 Okay.

Speaker 4 All right. So this is the doodle I want to share with you guys because this is the journey that I see.
Okay?

Speaker 4 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?

Speaker 4 figure out your purpose and we inside 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 it's going to pull you from the why we got to figure out who are the two who's who do you actually want to become right and then who's the person you've been called to serve we figure out that that's going to give us the why that'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.

Speaker 4 When the refusal call hits, we've got to pick between fear and faith, fear and faith. We're going to be a drift or are we going to be driven?

Speaker 4 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.

Speaker 4 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.

Speaker 4 Knowing here's the steps we got to do to succeed on our journey of achievement.

Speaker 4 The guide will disappear. We'll have the map.
We'll start walking in and then boom, we hit in the face. And boom, we hit in the face over and over and over again.

Speaker 4 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.

Speaker 4 There's a reason why we're achieving this. So we keep moving forward despite the pain, despite the setbacks, despite the frustration.

Speaker 4 Besides these 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.

Speaker 4 And number three is because we're going to get faith in ourselves.

Speaker 4 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.

Speaker 4 As we become somebody different along the way and we change ourselves, we change our lives, we change our families, That's the key.

Speaker 4 And after 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?

Speaker 4 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.

Speaker 4 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.

Speaker 4 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.

Speaker 4 And if you're willing to step in that calling, cool things can happen. Number one, you're going to make some money and you're like, oh, that was really cool.

Speaker 4 But number two, you have a chance to feel what it feels like when you change somebody's life.

Speaker 4 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 get addicted to it. You get addicted to the serving and the sharing.

Speaker 4 You want to do it over and over and over again. You guys will keep showing up.
You keep doing this. You realize this is not just a business you were creating.

Speaker 4 This is a lifestyle. We are 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.

Speaker 4 One day, this is man, probably four or five years ago, Dave Woodward, my best friend and partner, we were sitting down talking about this stuff, and we talked about the ripple effect.

Speaker 4 What is the actual ripple effect of ClickFunnels? What does that look like? And we were trying to figure out, and we're like, let's just say, let's say we just look at us, right?

Speaker 4 Like, just ClickFunnels. There's us, I think at times we had like 300 employees.
Like, there's us and 300 employees that we've changed all their lives. They all have jobs.

Speaker 4 They're doing this cool thing. But then it's like, but all those 300 employees, they all have families.
They have a spouse, they have kids, so that's maybe tensed up by three.

Speaker 4 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? And we're doing the math.

Speaker 4 At the time, we had 70,000 customers. We have 70,000 customers using our platform.

Speaker 4 We've changed 70,000, so that's the next level of the Ripple Fix, 70,000 people. But they're like, wait, but all those 70,000 people, each of them

Speaker 4 have spouses and kids and stuff. It's changing their lives.
And then we start thinking about their employees. They each have employees.

Speaker 4 I think the average click funnels person has like three, three and a half employees or something like that. So if you take that 70,000 times 3, 3, 4, now we're like

Speaker 4 120,000.

Speaker 4 And then each of those entrepreneurs are all serving someone. We started looking at different people.
We looked at Caitlin Poland, right?

Speaker 4 Like, she's one of those entrepreneurs, and she had like 1.4 million women on her email list, like over 100,000 customers. That one person helped a million people.
And we have 70,000 of those.

Speaker 4 And we start looking at it and all of a sudden we're like, it got to the point where this is insane. This is literally hundreds of millions of people are being affected by what we're doing.

Speaker 4 Okay, I had a meeting yesterday or two days ago with my team before we got started with this whole thing. I said, look, people are coming here from all around the world.

Speaker 4 And there are people coming who are scared, who are nervous. And this is the beginning of the ripple effect for them.

Speaker 4 They're going to come and they're going to leave empowered with ideas, information, everything, and they're going to go go back and they're going to start changing the world.

Speaker 4 I'm like, the ripple effect of what's going to happen over these next four days, if we execute correctly, will literally change the world. Like, that's insane, isn't it? Okay?

Speaker 4 And I want you guys thinking that way, because this will change everything. As soon as you stop focusing on how to make money, how to make money, you shift to that.

Speaker 4 Like, what's the ripple effect that my movement's going to have? That's when this gets exciting.

Speaker 4 When you launch your company, again, it starts with you, your team, and their families, and then your customers, and then the customers, customers, and it keeps going and keeps going, keeps going.

Speaker 4 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.

Speaker 4 I don't know what's going to look like, but if we're all hanging out someday, think about all the people who come up to you, like, man, like, you changed my life.

Speaker 4 Maybe not directly, it was indirectly, somebody else, somebody else, like, how cool of that is that going to be? How cool of a reunion that'd be someday.

Speaker 4 Thank you. Thank you.

Speaker 4 Just think about that. Like, that's what I want to fuel you guys on this journey, because if you have that, it makes this whole game so much fun.

Speaker 4 And I'm grateful for all 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 so

Speaker 4 now obviously if you want to sell stuff online you're gonna need a good funnel but if you want a great funnel then you're gonna need to use click funnels click funnels is the number one funnel builder in the world helping more first-time entrepreneurs to leave their nine to five and to launch their dream than any other company on earth click funnels was built for the dreamer and the doer and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now.

Speaker 4 That's clickfunnels.com slash podcast. ClickFunnels because you're one funnel away from changing the world.

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