Getting Stuff Done: The Framework for Finishing What You Start | #Success - Ep. 08

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Speaker 4 This is the Russell Brunson show.

Speaker 4 What's up everybody? This is Russell. Welcome back to the show.
I'm excited to be hanging out with you guys today.

Speaker 4 And right now I am in the middle of one of the heaviest seasons of our entire year here. We have Funnel Hacking Live happening in less than a week.

Speaker 4 Right now I've got 10 presentations I'm personally working on. It's late at night right now.
I'm recording a podcast for you.

Speaker 4 And on top of that, at Funnel Hacking Live, we're launching two new companies.

Speaker 4 We are doing a thousand other things. We just finished our selling online event literally today and a whole bunch of other stuff.

Speaker 4 And the number one question i get from so many people is russell how do you get so much stuff done sometimes they replace stuff with other words crap or other things like that but i'm gonna say stuff uh for the podcast and for the youtube channel um but how do you get so much stuff done and that's what i want to talk about because i feel like so many people are trying to do things and their wheels are always spinning they're never quite getting things finished yet for me and for our company we get a lot of things done you probably notice how many offers and funnels we put out there, how much content, how much stuff we're able to do with a very small team.

Speaker 4 And the question people ask all the time is, how do you you do it?

Speaker 4 So, I'm going to show you guys behind the scenes a little bit of that today, and hopefully, give you some ideas and motivation, and some just some frameworks to help you to get more things done and actually get things to the finish line, right?

Speaker 4 Because, how many guys have half-built bridges, right? You've got this project over here, and this project had four or five projects that are halfway done, but they're not finished yet, right?

Speaker 4 How do we actually close those things? How do we get them done? And that's what I'm going to show you guys today.

Speaker 4 And I think this will be very helpful for most of you, especially entrepreneurs like me and like you, who have probably some sort of entrepreneurial ADD that keeps us from like focusing.

Speaker 4 Like, how do you focus enough to finish so many things, right? Because when all said and done, you're not going to be remembered in your business for the things you're creating.

Speaker 4 You'll be remembered for the things you actually create, the things that are published, the things that get out there into the world. And so that's what I'm going to talk about.
It's one of the

Speaker 4 jokes we have internally. I can't remember.
This is, man, probably five, six, eight years. I don't know.
We started talking about this.

Speaker 4 We talked about this joke of just like what we get done in our company every single day is what normal companies get done in a year. So we always call them funnel years.

Speaker 4 So we're like, oh, well, in three funnel years from now, blah, blah, blah, whatever the thing's going to be done, right?

Speaker 4 Because what we get done in a day, most people, most companies, most businesses get done in a year. So how do you do that? How do you compress time? How do you get that much stuff done?

Speaker 4 And that's what I want to share with you guys. So that's what, that's kind of the concept.

Speaker 4 So I've got five or six points that are very, very important to understand to help you to get these things done, right?

Speaker 4 And so before I go too deep into the actual principles, I want to share with you one of the stories.

Speaker 4 It was just one of the insights when I first got into this business that was really powerful for me.

Speaker 4 Okay, again, you have to remember, like, when I came into this world, I was a wrestler. You can tell from the cauliflower here, right? I'm a wrestler.

Speaker 4 I didn't, I had a C in my marketing class. I didn't have a degree in business.
Like, I wasn't, I barely graduated high school, barely graduated college. Like, not the top of my class.

Speaker 4 I was the bottom of my class. I was a great wrestler, and that's what kept me going through college and stuff because I wanted to compete.
But I wasn't great at those things.

Speaker 4 So when I started getting into business, it was weird because I started noticing a lot of the same frustration I would have in school, right? I'd be sitting there listening.

Speaker 4 I couldn't get things done.

Speaker 4 I was just, I was frustrated and I didn't know what to do and I remember I was at this one event and I used to go to a lot of events back then because I was trying to figure this out I tried to be in proximity with people who were having success because proximity is power and and so that was kind of the

Speaker 4 the thoughts and I remember at one of these events this guy spoke and his name's Alex Mandoj and some of you guys may know Alex just one of my early mentors really smart guy and he said something that was so powerful he said he said Russell you have to understand there's two types of people in this world there's people who are great starters and there's people who are great finishers Okay, there's starters and there's finishers.

Speaker 4 He said, You have to figure out which one you are, and then surround yourself with the others. I remember thinking about that.
And at the time, I had a whole bunch of half-built bridges.

Speaker 4 I had a whole bunch of projects that were halfway done. And I was like, I'm really good at starting things.
I love starting things.

Speaker 4 I get so much energy and excitement and like passion from the starting of a thing. How many guys are the same as that? How many guys are like the starters in your business, right?

Speaker 4 It's so much fun to have the idea and to brainstorm to figure it out and get the logo design by the domain, start talking about things.

Speaker 4 But as you get further and further, at least for me, as I get further and further along the path the less fun it gets the less fun it gets and then for me the soon as like the project's done like before i ever launch like when the funnels like the product's been done the graphic design's done the funnel's finished as soon as that's done for me personally that's where i get bored i'm like okay i'm done i want to go create another funnel like i literally as soon as like and it's funny because For me, my business, like the only way my business actually makes money is everything happens after that point, right?

Speaker 4 Do we actually sell it? Do we continue to sell? Do we grow? Do we scale? Like,

Speaker 4 those are the things where you actually make money. But for me, I'm a great starter.

Speaker 4 and and I started realizing when I heard Alex say that like man I'm really good starter but I'm not I'm not a great finisher and he said he said you gotta figure out figure out which one you are and then surround yourself with the others and so for me I started started hiring people I started hiring people based on that I wasn't hiring other starters I didn't need another starter I was starting more stuff than anybody ever should right but I needed finishers one of the times I started realizing this is when I was again I first got in this game I started going to seminars and I was speaking to seminars and back then I wasn't as smart you know I figured out a couple things along the way But every time I go to a seminar, I sit in the back and I'd be making my slides while I'm looking at other speakers and figuring out what I was going to sell.

Speaker 4 And I'd create a new offer literally every single time I would present. So I get on stage and I would teach something and I would sell something.

Speaker 4 And I would just be making it like, okay, and first you're gonna get this and I'll give you this. And how many of us want this? I'll throw in this.

Speaker 4 And so I started like making all these different promises, right? Because promises get people to buy stuff. But then I didn't know how to fulfill those promises.
And half of them I forgot about it.

Speaker 4 Until like, you know, a month later, two months later, someone who bought for me, like, what about the whatever thing you promised? What about this? I'm like, oh, I forgot about that.

Speaker 4 I forgot about it.

Speaker 4 And like, i was just so like i would drop so many different balls right and so when i started hiring people uh one of the people i remember i first hired is brett co-peters and brent's still with me but brent used to come to these seminars with me and literally um i would have him sit in the back i'm like listen really carefully what i say and every time i promise something write it down so we can make sure i don't fulfill like i don't forget to fulfill on the promises we're making right just a basic thing it wasn't out of like i was trying to be a bad person i just i get so excited in the moment and i would forget because again i'm a good starter oh i'll be funny i'll do this i'll do this i'll do this but i forget what I had promised sometimes, and then I didn't finish.

Speaker 4 And so, Bretton said there and he would just capture it, like, pay attention to all the stuff. And he'd be like, No, no, no, don't say that, please, whatever you do.

Speaker 4 But it gave me the chance to have somebody who started have all the lists, and we go back and we could finish them together and get those things, right?

Speaker 4 And I started hiring more employees and more teammates over time. And the reality, if you look at our business right now, there's probably one or two starters.

Speaker 4 I would say, Todd's a starter, I'm a starter, there's a handful of them, but the other three, 400-plus employees in the ClickFunnels Russell universe, they're all amazing finishers.

Speaker 4 Like, that's, I have to surround myself because I'm such a good starter. I've started so many things.
In fact, it's interesting.

Speaker 4 If I look at me as a coach, the reason why I love my inner circle, I love my Atlas group and things like that. Like, I love starting things.

Speaker 4 And so, when people come to me, I'm like, I can see in a heartbeat be like, oh, I would do this. And I know exactly how to start, how to launch it, how to get things out of the way.

Speaker 4 But most people won't come to me because they're like, Russell, how do you scale a business? How do you long-term build and operating

Speaker 4 the people?

Speaker 4 That's not my skill set. Not what I'm good at.

Speaker 4 I'm good at starting business and launching, getting messages and noises out into the marketplace, right? And so

Speaker 4 anyway, so that's the first thing I'll say for you guys is first looking internally and like are you a starter? Are you a finisher?

Speaker 4 Okay, if you want to get more stuff done, okay, if you are a great finisher, you need to find a starter to like start these projects so you can finish them.

Speaker 4 If you are a starter, you gotta find some finishers to help you finish because it gets harder and harder for us the closer we get to the finish line to actually finish if we're not finishers, if we're starters.

Speaker 4 Because the first thing you're gonna do, as soon as you feel the pain of getting towards that, your brain's gonna be like, I want to, I wanna make something new. Like, give me something new.

Speaker 4 This is, I don't wanna do this. I want to do something fun and exciting.

Speaker 4 And you wanna like start a new thing to get out of pain because we get so much pleasure and happiness from the creation okay so there's just kind of one caveat one pre-warning for you guys as you're trying to figure out how to get more stuff done okay so that's number one number two after you figure that out okay and if you are especially if you are the starter the next thing is you have to have a vision right there's gonna be a vision for the thing you're creating like why are you doing this like what does that what does that look like what's this vision um for me every time i start a new project one of the very first things i do because for me i get this idea and it sits in my head and i think everyone's got probably a different order, different process.

Speaker 4 But for me, the way it works is it gets in my head and it's just like it's it's kind of this like fuzzy idea, like having an idea, like, ooh, we could sell something, you know, whatever, like, I've kind of an idea of something that we could create, right?

Speaker 4 And then for me, it's usually like I got to figure out a domain, I got to buy a domain name tied to it, and I got to design a logo.

Speaker 4 Those are my next two steps for me before it can before it can become real. It's got to be tangible.
And for me to make it tangible, I got to have a domain name and a logo. Okay.
I have literally,

Speaker 4 I would say conservatively, probably three to four thousand domains I've bought in the past, all of them tied tied to a great idea. So it's not a good idea, I go buy a domain instantly.

Speaker 4 Something secrets like, you know, or something hacker or something,

Speaker 4 you know, it's all something versus that for me. So that first thing I do for me is I'm buying a domain as quick as I can, right? Number two, I'm getting someone to design a logo.

Speaker 4 Because then it's like, okay, now I've got something tangible. Now I have something I can cast a vision around, right? So when I bring my team together, I'm like, here's the vision.

Speaker 4 I show them the design, I talk about the name, and then it's easier for me to share my vision. So that's just me personally.

Speaker 4 You may be different, but for me, those are the things I need to be able to share the vision.

Speaker 4 And then whenever I create a new project, the first thing I'm doing after I get the domain and I get the logo, I sit down and I literally sketch out the way I do it for my team, because we're mostly remote now, is I have a remarkable, this is it right here, and I just go open and

Speaker 4 I can screencast it to my computer screen right here, and then I open up Camtasia or Screenflow or Ecamm Live or Loom or whatever you record something with, and I record myself doodling out.

Speaker 4 Here's the first thing, and the second, and I cast the vision so that everybody can see it. And for me, I like casting a vision in a way that's recorded for a couple reasons.

Speaker 4 Number one, it used to drive me crazy when I have a meeting.

Speaker 4 I bring everyone in, and I cast the vision, everyone gets excited, and they go back, and then like a week later, they come back, and now, Russell, how does this work? Explain that again.

Speaker 4 And it drives me crazy. I hate re-explaining my vision.
I don't know if you visionaries are similar, but I hate re-explaining my vision because I gave you my vision.

Speaker 4 I shouldn't have to re-explain the thing to you, right?

Speaker 4 And for me, it sucks energy. I have to re-explain something.

Speaker 4 I'm like, are you not paying attention? Can you not see what I see?

Speaker 4 And it's hard because for people who are non-visionaries, it's hard for them to see what you see, right and it's frustrating or sorry for a visionaries hard because most people around you are probably non-visionaries so it's it's it's uh it's frustrating for you when at least for me it's frustrating when they have re-asking something like you don't understand you're not seeing the vision and so it's nice to record it a couple things number one everybody hears the same message instead of me casting the vision in five different places five different people i'm telling it differently every single time i've recorded it once and they have it that way when they have questions they can go back to the vision video and be like well what was the vision on this again oh yeah they can watch it right well if we bring somebody new in the project i don't have to like catch them up to speed i'm like okay go watch the vision video so you see the vision what we're creating and then we can we can plug them in very very quickly okay so i always capture a vision of every project we're going to do ahead of time in video format that then i can send out to the team okay so then it goes out to the team and then for me i've got somebody who's a great project manager now it depends on which you know which department or area of the business is in most of them like the playground i play in are offers and funnels right that's my favorite so uh the the person on my team who's my project manager she's amazing her name is morag and morag what she does she takes the vision video and then she goes and watches it.

Speaker 4 And she's like, okay, everyone's going to watch this video.

Speaker 4 But based on this, it's like, okay, so-and-so's got these five tasks from Russell, and so and so's got these five, and so-and-so's got these five.

Speaker 4 And so she's taking that and she's breaking down all the different pieces, right? Here, what are all the pieces that have to go into

Speaker 4 into this vision?

Speaker 4 Okay, and what's nice about that is then everyone on my team, they can go watch the whole vision video, but you know, minute one, and then minute 14, and minute 26, I talk to Jake, you know, Jake, who's doing design, then minute three and 17 and four, I talk to you know, to Nick, who's doing the funnel, and like you know stuff like that So she so they're able to see the whole vision, but then they get from more like here's all the individual tasks that are for every single person that makes sense Okay, so I cast the vision Okay, great starter and then a finisher is go and take that and say okay What are all the pieces break them down so a project manager breaks down the pieces and then gives them to all the individual people Then to go and actually work on their pieces and the project manager is in charge of then taking those pieces plugging them together and and putting all those pieces together Okay, so again number one is figuring out your starter your finisher and surrounding yourself with the other one.

Speaker 4 Number two is casting the vision. Number three is

Speaker 4 having your team kind of break out the pieces. And some of these are all kind of tied together.

Speaker 4 Because my next point I had on there is after you figure out what are all the pieces involved to get this thing done, right? Next is like, who are all of the who's you need? Okay.

Speaker 4 And so for me right now, my team, obviously, I've got a whole bunch of really great who's.

Speaker 4 And I say the word who, some of you guys have heard me talk about this. This is a Dan Sullivan concept that he kind of invented.
And he worked with Ben, with Dr.

Speaker 4 Ben Hardy to actually write a book called Who, Not the How. And the concept behind this is that the reason why most people don't get things done is because they want to learn how to do it all, right?

Speaker 4 We're doers,

Speaker 4 we know how to figure things out, right? I'm guessing that if you're here, you're probably one of those people who just get stuff done, right? And so, what happens is

Speaker 4 we start working on a project, all of a sudden we hit something we don't know how to do, and then what we do is we go try to figure out, okay, how do I do that? How do I do that?

Speaker 4 So then you go down this learning loop. Let me go learn how to do that.
I'm going to learn how to do this, this, this. And you start learning how to do the thing.

Speaker 4 And then typically that how takes you this procrastination loop that maybe it delays you by a week or a day, a week, a month, a year, five years, whatever that thing is, right?

Speaker 4 Until you learn it and then you come back. You're like, okay, now I have the skill set.
Now I know how to do this. So you start going on the path again.
You're going forward, you're going forward.

Speaker 4 And you get stuck again. You're like, oh, I don't know how to do that.
So you stop, you go figure out how to do that. And then you go and you start learning.
You go down this other learning loop.

Speaker 4 And the problem we have as doers is we start going. And every single time we get stuck, we figure out how to do that, how to do that, how to do that.

Speaker 4 But every time we got to figure out the how, it takes us down this loop where it just it takes us forever to get things done, right? And so what

Speaker 4 Dan Sullivan's argument is, instead of saying, how do I do this? Every time you hit a roadblock, you stop and you never say how. Instead, you say, who?

Speaker 4 Who is the person that you know or you can find who already knows how to do that, who can do it for you? Okay, it's replacing the who, not the how.

Speaker 4 It's replacing the how with the who. So again, the book's titled Who, Not How.
That's kind of concept.

Speaker 4 So the question I have for you is like, after you cast the vision, you've broken down the pieces, who are all the who's you need? Okay.

Speaker 4 And some of you guys are like, well, I don't have any who's rest, so I can't hire people. And believe me, I understand that.
Like when I got started, guess how many who's I had? None.

Speaker 4 It was just me, right? But I didn't have all the skill sets. I was not a designer.
I was not a programmer. I was not a copywriter.
I was not, I wasn't all these things, right?

Speaker 4 And so I had to figure out who the who's are going to be able to do all these different pieces. Okay.
And so for me, I started meeting different people. And sometimes,

Speaker 4 again, at first, I couldn't afford anyone because I was a college kid, newlywed. My wife's making $9.50 an hour.
I was making $0 an hour.

Speaker 4 I'm trying to build a a business right so i had no money i understand it okay so instead i had to use my uh resourcefulness i had to find someone who's a great designer say hey this is what i'm creating um you know i can't pay you but if you help me launch it i'll give you x percentage of anything we sell from this product right and i sold people on why they should partner with me right i sold i sold designers i sold programmers i sold people into these projects okay when i would make money in one project i'd reinvest into another one right like i literally um

Speaker 4 When I was trying to hire some programmers back in the day to create one of my very first products ever, I found out how much it was going to cost. I didn't have that much money.

Speaker 4 And so I remember I went and my buddy and I, we went and we bought tarps and rakes and we walked around the neighborhood raking leaves for people. Rake leaves,

Speaker 4 we put in the back of a truck, throw me in the dump, got paid to rake the leaves, and then I took that money I used to rake leaves. I sent it to Romania for my buddy Doryl.

Speaker 4 Doral, I pay him, and he would program things for me, right? And then that was the process, right? So I'm hustling to figure out how to get money to be able to pay the who's, right?

Speaker 4 It doesn't mean I have to like, my business has got to make X amount so I can hire a who.

Speaker 4 It's like, no, like, figure out other ways to get money right like how can you get money for me it was raking lease you might be borrowing money might be like there could be a lot of different ways but figuring out how to get the money

Speaker 4 so I got the money to pay for the who's or I again I partner with the who's I offer them equity I offer them profit share rev share things like that right but but for me to figure out how to do all the pieces it's gonna take forever okay so instead I gotta figure out who are the who's who already know how to do this that then I can figure out how do I get them on board to be part of this project okay one of the one of the keys is I cast the vision here's the vision right I showed them the video This is the vision I'm trying to create.

Speaker 4 It's gonna be amazing. I got no money right now, but after it launches, I'll give you 10%.
Or I'll give you, you know, I'll pay you $2,000 for a logo after it launches if it's successful.

Speaker 4 Like, you know, I'm hoping it will be, but I don't know for sure. And you're finding people I can negotiate with like that.
Okay, so I get all the who's.

Speaker 4 And then the last piece I had over here before I walk into some the next portion of these is really understand like why are you doing this?

Speaker 4 And this kind of comes back to the vision, like you're casting the vision, figuring out the pieces, who are the who's.

Speaker 4 But the big thing when you start getting the right who's on board they want the vision what they're creating but they also want to know why they're doing it right what is the why and you hear this talk you know here like simon sinek and people talk about like what's the what's your why what's the what's the reason behind your action you actually doing this and it seems cheesy i think but the reality is it's so important it's so true like when you understand the why and you cast the vision uh people will follow you they'll follow you to the end to the ends of the earth

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Speaker 4 Some of you guys know over the last

Speaker 4 man, two and a half, three years now, four years, I don't know how long it's been, but I've been collecting these old books right and for a long time people thought I was crazy because Ryan Russell spending literally millions and millions of dollars to collect old books from people who have you know are no longer on the planet and nobody could understand I was trying to explain it nobody understood and so I remember

Speaker 4 we were about to go to this mass to mastermind of paradise down in Mexico with all my inner circle 2ccx members things like that and so we're about to go down to to Mexico and I had an idea I was like what if I pitched everybody at the mastermind to be part of this project they could put money into it they could be part of this amazing thing And I was like, I had this idea.

Speaker 4 I'm like, what if we sold, you know, we offered people they could buy in at a million dollars or a hundred thousand dollars.

Speaker 4 We had just, anyway, one of those things is like, this is an idea that doesn't make any sense and probably everyone's going to say no, but we should try it.

Speaker 4 And so before we went to Mexico, it's like two days before we went to Mexico,

Speaker 4 someone from my team, you know, I was talking to some of my team and they're like, well, we should cap, like, like, let's capture you, explain why you want, like, why are you trying to build this?

Speaker 4 Because it still makes sense to none of us, right? And so my team came and we went to the Napoleon Hill room, which is, I've got a backdrop on my Napoleon Hill books and things like that.

Speaker 4 We set the cameras, and I remember Dan was there. He's like, so do you have a sales script? Do you have something? I'm like, no, but

Speaker 4 I'm just going to tell people why. I'm going to tell them why I'm building this.
Like, why am I like, is Russell crazy, maybe, but this is why I'm doing this.

Speaker 4 This is why I'm literally investing tens at this point, tens of millions of dollars from my own pocket into this vision, right? And so I made this video, and I just explained the why behind it. And

Speaker 4 at the end, I said, you know, basically it's a million dollars. This is what it looks like.
And I kind of explained the why and I did that. And remember, I got done recording the video.

Speaker 4 It was one take, no editing, just one take all the way through. And the three or four guys in the room were just kind of staring at me.
I was like, was it okay?

Speaker 4 And one of them was like, oh my gosh, like, if I had a million dollars, I would give it to you right now. And then someone else is like, I finally understand like your vision.

Speaker 4 Like, why you've been buying all these books? Like, I finally see what you see. And I explained the why, right? And then I go down to Mexico and I show that video.

Speaker 4 It's a 10, 15-minute video, explaining the why behind what I'm doing,

Speaker 4 making them a million-dollar offer. And then I came on stage afterwards and I explained it.
And from that little

Speaker 4 presentation, initially

Speaker 4 we got commitments for $17 million donated towards this cause. Is that crazy? All those didn't stick over long term and stuff like that.
We kept a lot of it.

Speaker 4 A couple of them fell through and things like that. But it's still insane, right? That I was able to raise $17 million on a 15-minute video explaining my why.
That was it. Right?

Speaker 4 And they're making a really good offer. So for you, it's like when you're casting this vision, like, why are you doing this? Why should they care? Why would they want to be part of it?

Speaker 4 And this comes down to, again, if you're trying to figure out who are these who's you're going to be able to help with it, right?

Speaker 4 Like, if you're trying to recruit a who to be part of your project, if you can't explain the why behind it, like, why would they come?

Speaker 4 Like, so you want me to work for free so you can make something and sell it and make money, right? Who's gonna be excited about that? Nobody.

Speaker 4 But if you got a reason why you're doing this, like, what is that? Like, why are you so passionate about it?

Speaker 4 Why are you putting in your own time and money and effort and everything you've got into this business or this project or this idea?

Speaker 4 Like, explain that, and then people will line up to work with you, right? We explained ClickFunnels and put it out there, and people saw it. Like, it's crazy.

Speaker 4 People started coming from everywhere around the world to come work with us, to work for us, to be part of the movement, because we explain the why. And so, figuring out your why.

Speaker 4 Okay, so I'm kind of all not that I'm all over the place, but I'm going through my bullet points.

Speaker 4 I'm skipping around a little bit just because I want to make sure I'm covering them all in my logical sequencing of events, which is different than my bulleted outline that I wrote before this.

Speaker 4 But first thing, again, is figuring out, are you a starter or are you a finisher, and surrounding yourself with the other type of person? Number two is casting the vision.

Speaker 4 What is the vision of what it is you want to create, right? Again, I do it through videos on my remarkable.

Speaker 4 Number three would be

Speaker 4 explaining in that vision your why. Like, why are you actually doing this? Why should they care about it? Right?

Speaker 4 After the why, then it's going and taking your vision and breaking down here all the pieces that are involved to be able to make this vision become a reality.

Speaker 4 One of my favorite quotes, I can't remember where I heard this from, but I'm sure someone, I'm sure you guys know what it is. This is a famous thing, but they say,

Speaker 4 what's the best way to eat an elephant?

Speaker 4 And you look at this vision, like, whoa, that's a huge vision. That looks awesome, bro.
So, how are you going to do that? What's the best way to eat an elephant? One bite at a time.

Speaker 4 That's what the pieces are. You're breaking down these pieces into all the different, like, here's the different bites you got to take to be able to actually eat this elephant, right?

Speaker 4 So, here's all the different pieces. So for me, it's Morag taking my vision and project managing.
Here's all the different pieces for our team to do.

Speaker 4 And then if you don't have a team yet, they're just figuring out who are all the who's you need to actually get those pieces done.

Speaker 4 So you can get them done in the next three months versus the next year, five years, or 10 years, right?

Speaker 4 At one funnel hacking lab, I remember the first time I ever explained this who, not the how principle, and I was showing people this vision from like getting started to winning a two comic club award, right?

Speaker 4 And there's this big, huge gap between those two things, right?

Speaker 4 I said, now to go from a beginner to win a two comic club award, the first thing you have to do is you have to go and you have to figure out how to create a product, right?

Speaker 4 It's like show the timeline, and then you're going, and all of a sudden you get the spot where you're like, oh, how do you create a product? Well, I don't really know.

Speaker 4 And then it's like from here, you gotta go and you have to go study how to create a product, how to do product research, how to record a video, how to edit a video, how to like, and all this stuff, right?

Speaker 4 And And it's like, on average, it'll take you three or four months to master all of that and create the content, right? So now you're on this path from startup to Tukomic Club winner, right?

Speaker 4 You go on this path, boom, to create a product. You figure out, and you get stuck with the how, and it takes three or four months, and you get back on the path, okay? You know, I'm keeping now.

Speaker 4 And it's like, now I got the past there. Now I gotta figure out how to set up a website, how to build a funnel, how to write copy.
And it's like every single step. And we showed this thing.

Speaker 4 And like, when I took all these little pieces, they take three months to learn that, six months to learn that, you know, a year to learn that. And we pieced them all together.

Speaker 4 Just all the, just all the skill set you need to win a two comic club award, right? To be able to create an offer and launch into the world, right? Copywriting, driving traffic,

Speaker 4 like all different pieces. We put them together as like 7.49 years.
If I remember, it was like how long the timeline was if you want to go do this on your own, right? So that's the problem.

Speaker 4 We have this vision. It's like, hey, for me to get this all done by myself, it's takes 7.49 years.
If I actually

Speaker 4 line it back to back, right? If I'm actually strategic and I show how to actually, what it's going to look like. And that's why most people don't get stuff done.

Speaker 4 Okay, so instead, we have to break that down. And again, it's coming back to the who's, not the the how.
Okay, here's the five pieces.

Speaker 4 I can get so-and-so here, so-and-so here, so-and-so here, so-and-so here. They can all be working simultaneously, so they all come together at once.

Speaker 4 And also, now that it takes it from 7.49 years, I can compress that down to three weeks. Okay, see how that works? Because I'm not trying to learn how to do all the things.

Speaker 4 I'm finding the who's who I know how to do the thing. They can all be working simultaneously because it's not me just doing all the pieces, the next piece, the next piece.

Speaker 4 They don't have to learn it because they don't know how to do it. It's just I got to cast the vision, right? Explain the why, figure out the pieces, and then gather the who's.

Speaker 4 If I can do those pieces, I can compress time dramatically It's the reason why we can launch companies and businesses and funnels so quickly Just because I've got the who's in place who can do things very very quickly Okay, but it took me years to get that okay when I first started launching business I had one designer I loved I had one

Speaker 4 You know, I had to write the copy because I couldn't ever afford copyright. I had to learn copywriting.
I had one programmer went. So I had these five or six people.

Speaker 4 So every time I had a project, I knew and I knew, okay, this person charges me 300 bucks for logo. This person charges me X.
And I knew what those things were.

Speaker 4 So when I ever had an idea, I was like, okay, whoo, it's going gonna cost me $1,500 to get all the pieces done, or whatever it was going to be, right? But I knew that.

Speaker 4 So, I'd go make the money, come back. Okay, guys, here's the vision.
Here's everyone's payment for the thing. Let's go build this thing, right? And that's what I would do.
Okay,

Speaker 4 so those are some of the first set of components. So, I want to talk about

Speaker 4 there's two big things, and these are the pieces I think drive the

Speaker 4 reason why I get so much stuff done. And these are the pieces that are missing from most people when they're trying to figure this out.

Speaker 4 Okay, and I was lucky when I went to my the man, man, the second seminar I ever spoke at was a Carl Galetti event in Las Vegas. Went down there to this event.
And again, I went and I presented.

Speaker 4 I pitched. I think I sold six people a thousand bucks a piece for my offer.
So I was like pretty excited. And then I remember watching their speakers.

Speaker 4 And one of the speakers was John Carlton, who's one of the greatest copywriters of all time. And John's other speaking about copywriting.

Speaker 4 I was like, I knew that copy was the thing that I was struggling with the most. I needed to learn because it was too expensive to hire copywriters at the time.
Didn't have AI.

Speaker 4 They didn't have funnel scripts. They didn't have any of these things.

Speaker 4 And I was like, of all the pieces, I can hire a designer for a couple hundred bucks I can hire people here, but like the copy was like the most expensive in fact I remember trying to hire Michael Fortin and he quoted eight grand.

Speaker 4 I was like eight grand like for some words on a page it made no sense to me, right? So I was like I have to learn this. So Carlton was selling the course.

Speaker 4 It was $2,000 and we were buying the course getting home I started going through all the materials and the learning and everything and in that course there was a little tiny tape on the tape. It was

Speaker 4 It was Gary Halbert and Michael Fortin talking about copywriting. And so I'm listening on my cassette player.
I have my headphones in. I'm listening to these guys talk about copy.

Speaker 4 And I still remember Halbert was talking and if you guys don't know Halbert he's you know his nickname is the prince of print He was like one of the greatest of all times He passed away a couple years ago.

Speaker 4 I had a chance to interview him once About a year before he passed away, which was you know for me like insane on I was a college kid I'm interviewing the prince of print like it was it was crazy Anyway, I'm listening to this podcast or this this tape between these guys and Halbert shares the story and I'm gonna share the story with you

Speaker 4 I want to caveat it with I've shared the story at some of my bigger events and one time I had three or four people who got very offended by it so you may get offended by this if you get offended by it I think you're dumb because this makes no sense why this would be offensive this is a story that illustrates the point and it's not I don't even know if it's true or not true it doesn't even matter if it's true it could be a parable for crying out loud so if you're gonna get offended I apologize in advance but that's kind of on you either way I'm gonna tell a story because it illustrates something and it changed my life when I heard it so this is what Halbert said

Speaker 4 in this I think it was called the scuttle butt tapes was the name of the the tapes you're gonna try to find them on eBay but I'm listening to tape, and

Speaker 4 Halbert talks about how we get so much stuff done. And he said, you have to learn how to trick your mind into believing that if you're not successful, you're going to die.
Okay.

Speaker 4 And this is, and then he goes on and he says, he says, if you look at how the Mexican mafia, how they get things done, right? They go to the government.

Speaker 4 They're like, hey, we need you to change the laws because if you do change laws, we're going to make way more money, right? So the mafia goes to the government.

Speaker 4 The government's like, you know, whoever, the head of the government's like, no, like, why would we do that? That's the dumbest thing ever.

Speaker 4 And so what happens is the next night, the mob, the mafia or the mobster, whoever will go break into the house of the politician.

Speaker 4 They'll sneak into their room and they'll wake up at night and they'll show them two options. Okay.

Speaker 4 One option is lead, a bullet, boom. Okay.
The other is gold. Okay, Plato or Plomo.

Speaker 4 Let or the gold. Okay.
Those are the two options. And they come back to the politician, like, we need you to change the law.

Speaker 4 And if you, and you've got two options, but one, if you do, boom, you get a bag of gold or silver, right? There's There's the bribe. Or if you don't, there's the bullet, okay?

Speaker 4 Letter gold, bribe or the bullet. Plato or Plomo.
Like there's a couple different versions of it, right?

Speaker 4 And he says, when you're kept, when you're, someone comes up to you and those are two options, either you're going to get a bunch of money or you're going to die, you figure out how to change the law, right?

Speaker 4 When those are your only two choices. He said, the reason why most people aren't successful is because they're weak on their own mind, right? They set a deadline, like, uh-oh, I can change it.

Speaker 4 Oh, it's not a hard deadline. No one's like holding me accountable.
And they keep moving and they keep moving and letting this deadline shift and move and move.

Speaker 4 And Halbert said, the reason why I'm so successful is because in my head, I set a letter-gold deadline. Either I'm going to have this thing done by this date.
And if I do, I get a bag of gold.

Speaker 4 If I don't, I'm going to die. Letter-gold.
Like, that was the mindset he had to have. He said,

Speaker 4 when I shifted my mindset to be the letter-gold on every single thing, plot or aplomo, every single time, I figured out a way to get it done in time. So after hearing that,

Speaker 4 I was in college at the time. I remember hearing that.
I was like, okay, that's how you have success. You've got to set these deadlines, letter, gold.

Speaker 4 And so for me, i started thinking like i started putting these projects together right okay and this is the idea here's the vision here's the four or five people i'm gonna hire and then i would tell them before we got anything done i would set a launch date i'm like this is the day we're launching and at first people thought that was a movable date they did not know what my mindset was it was letter gold these dates do not change okay so we set a date december 13th or january whatever it was we set a date this is the day we're launching and i said everyone go and so so-and-so is designing so-and-so's doing the the web page so-and-so's programming i'm writing copy and we're all busting out getting our pieces put together, and we get closer and closer to that deadline, right?

Speaker 4 Getting closer and closer. And people are like, is this actually launching Thursday? I'm like, yeah, like it's Wednesday morning.
I'm like, I know, we have to get this done.

Speaker 4 Like, just so you know, like, we're not going to bed till this is done. And then we pull all-nighters, like, two nights in a row to get it all done in time, just in time for the next day.

Speaker 4 We launch it, and we launch it, we put out in the world, and guess what happened? Boom, we didn't die. We got a bag of gold, right? So next project, I set these letter gold deadlines.

Speaker 4 And so we started setting these letter gold deadlines every single time. Plot to our plumber, the bribe or the bullet, like every single time.

Speaker 4 And my team started knowing, like, when russell sets a deadline like like that's the deadline nothing's changing we will hit that no matter what okay and if it means one night we're not sleeping all night then we're not sleeping all night right means two or three nights like we're like whatever that is but that deadline does not move okay and that's how we started getting stuff done like that became the big secret okay and i started tricking my mind where literally i was like we have to get these things done right and so what happened as soon as i cast the vision and denver told me how long they thought things were going to take then i would set the deadline and then for me i did i didn't want to make these deadlines soft because then you know, human beings, like, we're wusses.

Speaker 4 We're like, oh, we're going to change things and move things around. It's like, no, no, if I set the deadline, I got to set this.
So I would set the deadline and then I would set up a JV page.

Speaker 4 I email all my affiliates and partners, like, this is launching on June 13th at 6 p.m.

Speaker 4 It's like everyone knew. I get on your calendars.

Speaker 4 So everyone who's going to promote this thing, they had on the calendars, which means it had to be done, or else I was going to lose tons of money, right?

Speaker 4 And then I would tell my team that we'd reverse engineer, and then boom, we'd all go to work. And we hit every single one of our letter gold deadlines.
Okay.

Speaker 4 And this is the reason why a lot of people don't get stuff done.

Speaker 4 They have this philosophy. One of my mentors, Matt Fury, used to always say this, he called it the Mañana principle.
We get something, oh, I'll do mañana, oh, I'll do mañana, oh manana, right?

Speaker 4 So then as soon as mañana tomorrow comes, guess what?

Speaker 4 Then you're like, oh, I'll do mañana, because like mañana always gets pushed out to the next tomorrow, the next tomorrow, the next tomorrow, right? And that's what most people are doing.

Speaker 4 They just keep punting the ball down the field, down the field, down the field, not actually getting the thing done. And that's the problem.

Speaker 4 The reason I get stuff done is because I have a letter gold deadline. I can look at my calendar right now.
You guys can't see it from where you are right now, but I have a calendar.

Speaker 4 And my calendar has every,

Speaker 4 it's a big, huge wall calendar, right? So I see January, February, March, it's got all the dates. And I have big in marker all my letter gold deadlines, right?

Speaker 4 I can see them like right here, like Funnel Hacking Live, letter gold deadline. I can see product launch there, product launch there, new offer launching there.

Speaker 4 Like, they are hard-coded in marker on my wall, okay? And that marker is...

Speaker 4 is well it's not it's it's magic marker but it's letter gold like it is stuck on there okay and we will hit that and i'm gonna hit it my team's gonna we all all know it's gonna happen.

Speaker 4 We do not miss our deadlines, okay. You gotta stop letting yourself off the hook, just stop looking for tomorrow, tomorrow, tomorrow, right?

Speaker 4 Like, you set a date, and then you do not deviate from that date. If you deviate from that date, okay,

Speaker 4 boom, you die. You have to trick your mind.
Like, I literally tricked my mind. Like, my wife would have sometimes it'd be like, you know, 6 a.m.
I hadn't slept in three days.

Speaker 4 And she's like, you need to come to bed. I'm like, I can't, I can't.
She's like, why? I'm like, and

Speaker 4 consciously, obviously, I know, like, well, I could come to bed and we could move things, but, you know, but in my mind, I'm like, I will die. Like, we set this goal.
Like, I have to hit this.

Speaker 4 And I got so good at tricking my mind that like everything bended to my will because of that. Did that make sense? Whereas most of us are letting ourselves off the hook all the time on our deadlines.

Speaker 4 And it keeps getting pushed down and pushed down and pushed down. All right.

Speaker 4 I have people all the time in my inner circle that come to this thing we call Decade and Day where they come out here and we sit down and I have a chance to spend time with every single person in the inner circle.

Speaker 4 I ask them what we're working on. We set a plan.
And then the last thing you can ask, I'm like, so what when's this launching? And they're like, Well, what? I'm like, When's it launching?

Speaker 4 And they're like, Uh, uh, like, you want me, I'm like, Yeah, accountability, you got to pick a date right now. Uh, okay, uh, in two weeks now, okay, done.

Speaker 4 Like, in two weeks, I make my assistant, follow up, like, they gotta make sure they do it, right? Like, quit letting yourself off the hook, like, pick a deadline, pick a date, do not let it bypass.

Speaker 4 That's how you win. Okay, letter gold.
So, that's the next phase: letter gold, deadline. Okay.

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Speaker 4 This is what's gonna happen. This is the last step here in my little process, my framework for you guys today.

Speaker 4 You set the letter goal deadline you start working towards that right and you're working towards it working towards it now it doesn't matter if i give myself two weeks or two months or two years okay when i get to the deadline all the work will compress and compress and compress and usually i'm always going to pull it all night or the night before okay it doesn't matter how far out i plan so i might as well do it two weeks from now instead of two months from now because either way i'm going to be up till midnight or two or three in the morning night before because that's just how things work right we have all these tasks that seem easy to do as we get closer and closer and closer to this letter goal deadline right as you get closer to that like it's like i I can't get all these things done, I can't get these things done.

Speaker 4 And then your brain is going to wanna go push the deadline, okay? That's your brain being weak. You do not allow your brain to push the deadline.
That's not how it works, okay?

Speaker 4 Instead, what you do, okay, you start looking at all the different tasks, okay? Remember when we set the vision? We broke down, here's all the tasks we gotta get done, okay?

Speaker 4 And when you do that, there's always two types of tasks. There's tasks that have to get, that they have to be done for the project to go live.
Okay, I call these straight line tasks.

Speaker 4 These are the things, like,

Speaker 4 these have to happen or else the thing's gonna fall apart, right?

Speaker 4 Okay, but then it's like all these other tasks are like nice to have like oh make it look awesome if we did this and we could do this and we could do this we could do this right okay, so the beginning of the of the project We know like here's all the straight lines like these are things that have to happen for this like if any one of these six things don't happen the thing falls apart right if I don't have a product gonna fall apart if I don't funnel not gonna fall.

Speaker 4 It's gonna fall apart if I don't have a payment processing gonna fall apart if I don't have traffic it's gonna fall apart like whatever those those five or six core things are the straight line those are the ones you have to have for the project to happen those you cannot deviate from you just put more emphasis and more priority on those and then you have all all the nice to haves.

Speaker 4 Okay, and this is what happens for me. I get closer and closer and closer and closer to the deadline.
As I get closer, I'm like, holy crap, we're not going to make it.

Speaker 4 And this is where people try to push the deadline. No, no, no.
Don't let her gold. Not going to happen.
You do not push the deadline.

Speaker 4 Instead, you start looking at all the tasks and say, okay, all right. Well,

Speaker 4 I wish I had a chance to write all the pre-email sequence. I don't.
So that's the nice to have.

Speaker 4 That does not have to happen. I don't have to have that to launch.
Okay. And then like, oh man, I wish we had more designs and stuff like that.
But we don't have to launch. I wish wish we had this.

Speaker 4 I wish we had this. And so I start cutting out all the nice to haves as I get closer and closer and closer.
Okay. But I stick to the straight line, the things that I have to have.

Speaker 4 I do not deviate from those. I do not push the deadline.

Speaker 4 But I get rid of all the nice to have because as we get closer and closer and closer, things just kind of fall where you can't get everything done. Ever.

Speaker 4 I've never had a chance where I'm like, we got everything done just in time for launch. Not once in two and a half decades of playing this game.
Okay. It's not going to happen.
Okay.

Speaker 4 Think about it in sports. I have the same way in sports.
Like I'm training and practicing and training and practicing. I'm getting closer and closer to the match.
Okay.

Speaker 4 Nice thing about sports is like when they set the schedule for the year, those are lettered gold deadlines. That match is happening.

Speaker 4 I'm competing against this school, this team, this, whatever, on those days, no matter what. The tournament's not moving for me if I'm not ready.

Speaker 4 And so I might have all these things I got to do to get perfective for the tournament. As I get closer and closer, it's like, I'm not going to make it.
What are the things I have to do to compete?

Speaker 4 Okay. As a combat athlete, what do I have to do? I have to make weight.
Okay. So I have to weigh, I have to lose.

Speaker 4 you know, 20 pounds to be on the scale by Thursday at whatever weigh-ins are, or I do not get to compete. So that's a non-negotiable, okay? Like that has to happen.

Speaker 4 And honestly, for, you know, I have to win my wrestler at my team. Okay.
Those two, if I don't do those two things, I do not get a wrestle. So those are the straight lines I have to have.

Speaker 4 Everything else is nice to have, right? Like getting in better shape, getting your cardio, getting your muscles, like doing the drilling. Those things are all great, but

Speaker 4 they're nice to have. Okay, not the have-to-haves.
Okay. If I do not make weight on the date, I do not get a wrestle.
Okay. So those are the straight lines.

Speaker 4 For me, if I'm launching a project on next Thursday, what are the things that have to have happen for people to actually buy?

Speaker 4 And so those are the the things I'm thinking through. Like, what's the straight line? And as you get closer and closer and closer, all the nice to have is going to fall apart, fall apart, fall apart.

Speaker 4 You're going to hit the deadline, you launch it. And after it launches, then you come back and say, okay, what are all the nice to haves we didn't finish?

Speaker 4 And now we start weaving those and we start backfilling those after the project goes live. Okay.
And that's how you play the game.

Speaker 4 That's how I get so much stuff done. Okay.
From the outside, I don't know what it looks like to you guys, but internally, it is a mess every single time. Everyone's going crazy.
Deadlines happening.

Speaker 4 We're all cranking.

Speaker 4 Everyone's working on things. Last minute, right? We can't get that done, that done.
This doesn't happen. None of the social posts are done.
None of this is done. None of that.
It doesn't matter.

Speaker 4 We're launching the webinar. Boom.
Webinar launches. We make a bunch of sales.
Sales are coming in. It's like sweet.
We made sales. Okay.

Speaker 4 We got 30 seconds to breathe. Now it's backfilled.
Go get the social campaigns. Figure out.
Go get this. Go get this.
Go get this. We start plugging it in, plugging in, plugging it in.

Speaker 4 And now we get those things done in the future. Okay.

Speaker 4 And we do not move from our letter gold deadline. That is the key.
That's what most people are struggling on is they keep letting this thing move and move and move and move. Okay.

Speaker 4 So when you ask me, Russell, how do you get so much stuff done? Those are, those are the things. Okay.

Speaker 4 I know I'm a starter, so I surround myself with tons of finishers.

Speaker 4 Number two, I cast a vision that everyone on my team can see, they can report back to, they can seek, they can, you know, if they get stuck in the process, they forget, they can go back and they can watch the video, understand what the vision is of what we were creating.

Speaker 4 They understand the why we're doing behind it, so they can get bought into the why so they can be motivated as well. Okay, number three, we've broken down from the vision.

Speaker 4 Okay, again, all starters were great at the vision.

Speaker 4 Okay, we find a finisher now, take that vision and say, okay, here's all the pieces that you need to get in place to be able to actually get this thing done.

Speaker 4 And if you can't afford a finisher yet, then you're going to have to be both. It's going to be painful, but you got to to do it anyway.
Okay. For the first decade of my business, it was me.

Speaker 4 And so for the first decade, I had to be the finisher. I had to go take the big project and break it down.
I was not good at it. Okay.
But...

Speaker 4 I didn't have any money, so I couldn't hire somebody else to do it, right? So it was me figuring out those things out. Okay.
And so you figure out what are all the different pieces.

Speaker 4 After that, the goal is to figure out who are all the who's who can help you with this. Okay.

Speaker 4 Again, if you've got to go and try to re-learn all the or learn all the different pieces to make this successful, you're probably not going to be successful. So figuring out who are the people.

Speaker 4 I got to start gathering my adventures team. I need the Hulk.
I need the Iron Man. I need, you know, Doctor Strange.
Here's all my pieces people I need.

Speaker 4 And then figuring out how to either pay those people or partner with them or give them equity. Whatever it takes to get those people on your team.
Okay.

Speaker 4 After you've got them all figured out and you find out from everyone how long it's going to take, okay, you set a letter goal deadline, you get everyone's buy-in on this, and then you do not deviate, it does not move.

Speaker 4 Then as you start marching towards that letter goal deadline, right, you're focusing on the straight line, things that have to happen for you to be able to actually launch.

Speaker 4 Okay, as you get closer and closer and closer, all the nice to have start falling off, falling off, falling off, falling off, falling off. But you stick to the straight line until you get it done.

Speaker 4 You launch it, and after it's out in the world, then you come back and start weaving in all nice tabs, weaving in all nice tabs, okay? And that's how you play the game.

Speaker 4 Now, I want to tell you guys a real quick story to kind of wrap this up, to show you the results of this, okay?

Speaker 4 Because a lot of times we think the launch, putting the project out there, then it's done. So it's like, you know, and it's not, it's like, that's the beginning of the game.
Okay.

Speaker 4 So, man, six months ago,

Speaker 4 I had a vision for a project, and it was an event called Selling Online. You guys have probably heard of it.
You haven't, go register for it. We do it once a month.

Speaker 4 it's amazing okay so selling online event cast the vision for my team everyone got excited we saw the whole vision in two weeks okay we put together the whole thing so what do we have to do in two weeks so there's a lot of stuff right but number one we got people to actually show up so step one created the funnel uh the funnel page the upsell sequence members area and we promoted it so we promote the list before i even created one presentation now this is a three-day event where i'm doing basically every single presentation Okay, so we launched it people are registering they're signing up and it's like cool people registering step one is done.

Speaker 4 I don't know what I'm gonna talk

Speaker 4 Okay, well, all right, that's step number two, right? So I'm going back and like, so I'm going back and I'm killing myself again. All the, like, I know that, like, for me to be successful,

Speaker 4 like, we do the entire event, but there is an offer in the event, right?

Speaker 4 So I know that of all the pieces, like, there's a lot of nice to have, all the presentations will be nice to have, but the one that has to happen for us to actually make money is the selling presentation.

Speaker 4 So, my next piece, like, straight line, webinar registration page,

Speaker 4 right? Drive traffic, straight line, number one, reg page, stereo M2, registration page, straight line, number three. I have to have a webinar that's going to sell.

Speaker 4 So I focus all my effort for a week on creating the one presentation that's going to convert people and get them to buy, create that presentation, right? Now I've got the pieces.

Speaker 4 Worst case scenario, people registered, went through the funnel. They go through a three-day event.

Speaker 4 I got the one presentation where I sell, and then we got the offer and the members are in the back end, right? So those are the pieces that had to have happened for the event to work, okay?

Speaker 4 So we got those pieces done. Then it's like I still have another week.
Cool. My letter goal deadline is a week away before the event actually starts.

Speaker 4 Now I can go try to see if I can get all the other presentations done. So I'm doing presentation number one, number two, number three.
I'm trying to get all the other presentations done.

Speaker 4 I got got closer and closer. So the event goes live.
Guess what? It's a three-day event. I had everything done for day number one,

Speaker 4 everything done for day number two, and I had nothing done for day number three. Okay, I ran out of time.
But the event went live.

Speaker 4 So we launched the event, I do day number one, due date number two, we make the offer, people go by, day number three comes out, and I had an outline for what I wanted to create, but I didn't have any slides done, had nothing else.

Speaker 4 So I got on stage, and I was out of time, but they were there, right? So I go through and I do the entire day number three just from an outline.

Speaker 4 Okay, and luckily, day number three crushed as well right and so that was the first event. Okay, now what has happened?

Speaker 4 All of the biggest the biggest like the straight line the biggest blocks all got done right and they were all working now.

Speaker 4 It's like what did we not get so our team afterwards has this like we're all like oh we did it. I can't believe that right okay, like what what did we forget?

Speaker 4 It's like oh we forgot the email sequence. We forgot this.
We forgot this.

Speaker 4 We ran out of time for this we like all the nice to haves right so it's okay let's do this event again in a month and let's go back through and this let's you know now we have the hard works done right the four or five big rocks like we have registration page we got a funnel we have the offer we have memberships like all things are done so now we're doing that this round number two okay we've set a letter goal deadline it's happening 30 days events can happen again boom we come back this time around what do we do we go back through and i have some time to plan day number three right we go back live again i do day number one again and this time i was like day number one was good but i missed a couple pieces um i decided we call jones come in and teach one or two sessions and we move some things around right did this second time around right and the second time around we start thinking like okay how do we how do we get more people to show up to the webinar How do we get more things?

Speaker 4 So, all the nice to have, now we had time for those. We launched the next version of the event, it did awesome.
Okay, then we come back 30 days later. Let's do this event again.

Speaker 4 The nice thing is that all the major things are done. Most of the nice things, nice to have done things are done, but there's a lot of other pieces we're still missing.
So, let's come back.

Speaker 4 Now, we'll come back and add some more of the nicest, nice to have things, right? And we keep doing this month after month after month. So, check this out now.
I'm just looking at my stats right here.

Speaker 4 So, you can, I'm not going to show them to you right now, but I'll tell you what they are. So, I've done this event now: one, two, three, four, five, six,

Speaker 4 six times. This month was the seventh time we've run this event.
Okay. Seventh time we run this event.
Each time making little tweaks, making little changes, tweaks and changes.

Speaker 4 Based on the tweaks and changes we made from this last set of the event, right? Because the event was all perfect. Now we're just tweaking.
So I literally tweaked 10 minutes of the event.

Speaker 4 From that 10-minute tweak, the nice to have thing that we finally figured out how to do, we 3xed our sales. 3x'd our sales.

Speaker 4 Do you hear me say that? 3x. A lot of times I'm happy with like 20% conversion, 30% increase in conversion.
We 3x'd our on the 1, 2, 3, 4, 5, 6, 7th version of this event.

Speaker 4 And that's the secret, you guys. Also, how do you get so much stuff done?

Speaker 4 We get it done and then we iterate and we iterate and we iterate and we iterate. Okay.
This event we've now mastered, right? We're going to do it again next month. And I got all the things in place.

Speaker 4 It's going to be easy for me to do because I know what the presentations are. I know what they like.
All the nice to haves, all the have-to-haves are done.

Speaker 4 We'll just keep tweaking and changing, right? We'll do this again next month. And like, I don't know.
Who knows what the numbers will end up being?

Speaker 4 But I would say conservatively, this event will be a 30-40 million dollar business, just the just the event just by itself, right? But it comes from this process, and so that's how we get stuff done.

Speaker 4 Um, now for me, we're doing this on multiple projects at a time, multiple businesses at a time.

Speaker 4 You shouldn't do that, at least you should focus on one, but I want to share, like, that's the process how we do these things, right?

Speaker 4 I think a lot of times, the reason why I move our letter goal deadlines is because we think we got one shot, like we got one shot, it's gonna work, or it's not gonna work, right?

Speaker 4 We start thinking that way, it goes out there, and then yes, you got one shot, but the reality is in this game and this business we're playing, the entrepreneurship, like you don't have one shot.

Speaker 4 You got a shot and then you got to get the shot next month and the next month and the next month, right? When we launched the ClickFunnels, we launched ClickFunnels a decade ago, right?

Speaker 4 I did a webinar. I told you guys,

Speaker 4 I've told you guys the story multiple times. I did that live webinar live between 70 and 80 times over and over and over and over and over and over and over again until it was perfect.

Speaker 4 Now I could have waited to do that webinar. I could have waited till I was perfect.
Could have waited till I had a course. Could have waited till I had this.

Speaker 4 Could have waited, could have waited, could have waited. I could have kept moving that line, couldn't move the line.

Speaker 4 I probably would have moved another six months, eight months, a year or more, right? But what did I do? I set a letter gold deadline.

Speaker 4 And for me, it was my friend saying, Can you speak an event this weekend? I'm like, okay. He's like, you need to sell a thousand dollar thing.
I'm like, I don't have a thousand dollar things.

Speaker 4 He's like, well, make a thousand dollar version of ClickFunnels and write a presentation. Okay, what do I need? Like, what are the, like, there's the letter goal.
I'm selling on Saturday.

Speaker 4 It's Wednesday. Like, what's the letter gold? I had to have a presentation and an offer and an order form.
Okay, got order forms printed, created a presentation, made an offer.

Speaker 4 Letter gold deadline got there, launched it, did pretty good, okay, then came back, iterated.

Speaker 4 Next week, did it as a webinar, webinar, and improved upon it, improved upon it, improved upon it until it was amazing. Okay.

Speaker 4 And so that's how we do it. Now, the other reason why I do this way is because sometimes you'll go through a process, hit the letter gold, you launch it, and then it fails or doesn't do well.

Speaker 4 What's nice is that I only wasted two weeks or three weeks or a month on a project versus six months or a year.

Speaker 4 For all you guys who keep punting the deadline, keep punting it and punting it and punting it, right?

Speaker 4 You waste six months, eight months, a year, two years, three years trying and waiting and trying to get this thing perfect Then you launch it, and guess what? It's not perfect anyway.

Speaker 4 That's the problem, right? And then at that time, you're running out of time, you're running out of money, you're stressed out of your mind because you never got the thing done.

Speaker 4 That's the reason why, right? Because you kept punting it down the line. Instead, you got to stop, right?

Speaker 4 Set a letter goal deadline, get it out there, the best iteration, launch it out to the world, right? Cut it all nice to halves, and then version two, now you can start adding in some nice halves.

Speaker 4 Version three, adding in even more nice halves to eventually version four, five, six become flawless, right? For me, version seven. Version seven is is event.

Speaker 4 3x the money from the last version just by tweaking 10 minutes worth of stuff. Okay? You guys getting this? Okay.

Speaker 4 ClickFunnels, 10 million, or sorry, $100 million your company off me doing one webinar 70 times in a row. Every time, iterating, iterating, iterating, iterating until it was flawless.
Okay?

Speaker 4 I didn't wait.

Speaker 4 That's the key. Right? I get a lot of stuff done so I figure out which things are worth pursuing, which things are worth iterating, which things are worth becoming amazing.
Like, it's crazy.

Speaker 4 We're looking at the ClickFunnels journey, the last decade of this business. The majority of our volume and money came off of three funnels.
How many funnels did it launch in the last decade?

Speaker 4 It's definitely over 100, maybe over two,

Speaker 4 right? Russell, why'd you launch 200 different funnels? Because I was looking for the three.

Speaker 4 If I was waiting for six months for the one, I would never have found the three.

Speaker 2 Right?

Speaker 4 I got to go through a lot of iterations until I find the winners.

Speaker 4 And if my letter gold deadline is so far away and it keeps moving, I'm never going to get forced to figure out the things.

Speaker 4 That's what most people are missing.

Speaker 4 I launched 100 funnels to find the three that are going to do the volume. If I'm launching one a year, I'm not going to make it.

Speaker 4 Unless you get lucky. And some people do get lucky, but it's rare.

Speaker 4 It's on the backside of volume, putting a lot of stuff out there.

Speaker 4 A lot of content, a lot of videos, a lot of funnels, a lot of offers.

Speaker 4 And when you do that, that's how

Speaker 4 you give yourself a shot to win.

Speaker 4 And so understanding how we get stuff done, in fact, it brings me back to like the very, the premise of ClickFunnels initially, right?

Speaker 4 Is the fact that prior to ClickFunnels, on our best, it took us three months on average to build and launch one funnel, one offer, right? When ClickFunnels came around, we could do it in an hour.

Speaker 4 You know, if I was going fast, if you're going

Speaker 4 normal speed, two or three days, you can launch a really good funnel, really good offer, and get it out there to the world.

Speaker 4 And I remember one of my favorite stories, Trey Luella, came to ClickFunnels, and he joined my inner circle. And I remember him telling me, he's like, I'm going to launch a funnel.

Speaker 4 ClickFunnels is so easy. I'm going to launch a funnel every single week until it works.
And I'm like, yeah, dude, go for it. And I watched him.
Week one, launch a funnel, week two, new funnel.

Speaker 4 Week three, week four, right? Each week set a letter gold deadline, right? Pick new product, new offer, launch it, boom, boom, boom.

Speaker 4 I think it was like, like number 11, I think was the funnel, if I remember right. Funnel number 11 he launched was his flashlight funnel, which came the fastest grossing funnel of all time.

Speaker 4 No one's beat it yet. Decade later, I think it was like 20 or 30 million dollars in six weeks, right? It's ridiculous.

Speaker 4 Like, I don't even want to share that number because it's like, could that happen to me? No, it's not going to happen to any of you guys.

Speaker 4 Like, that's a freak thing that actually happened to that dude, but it was crazy to watch it, right? But it came from consistency, putting him out there, right?

Speaker 4 He had launched 11 funnels before he found the one that was the one that's going to blow up for him, okay? Click funnels.

Speaker 4 We launched 100 funnels to find the three that built a company that's done over a billion dollars in sales now, right?

Speaker 4 So that's my methodology. That's how it works.
That's how I get some of the stuff done. I hope that helps you guys.
Again, I'm going through fast.

Speaker 4 Number one, figure out, are you a starter or are you a finisher? Figure that out and surround yourself with the other other type. Number two, what is the vision? Cast the vision so everyone sees it.

Speaker 4 Number three, what is the why behind your vision? Let make sure that people understand your why so they can get bought in. Number four, what are all the pieces?

Speaker 4 Project manage all the pieces that make the vision possible.

Speaker 4 Number one, number five, who are all the who's you need to be able to help execute on that and figure out how to recruit those people and to get your Avenger teams together.

Speaker 4 After that, pick in the letter gold date and do not deviate from that date at all.

Speaker 4 And then, as you get closer and closer and closer, you pick the straight line, all the things you have to do to actually get launched and live.

Speaker 4 And then from there, you iterate over and over and over and over again. And you keep doing that until it stops working okay

Speaker 4 again event number seven i've got event number eight happen this month i'm gonna make a couple more tweaks if i can get another 3x sales again 3x conversion from 10 minutes to week if i do that same thing again next month or maybe i only get a 50 if i do that this month 50 next month that's 100 in the last two months like it is insane right the amount of volume anyway it it's it's it gets crazy really really fast okay but that's how we get stuff done hope it helps you guys appreciate you all thanks for listening to the podcast if you enjoy this one share somebody if you watch it on youtube let me know in the comments comments down below.

Speaker 4 And I appreciate you all. And I hope you guys are enjoying the Russell Bunsen show.

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.