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

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This is the Russell Brunson Show. What's up, everybody? This is Russell.
Welcome back to the show. I'm excited to be hanging out with you guys today.
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.
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. And on top of that, at Funnel Hacking Live, we're launching two new companies.
We are doing a thousand other things. We just finished our Selling a Line event literally today and a whole bunch of other stuff.
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 going to say stuff for the podcast and for the YouTube channel. 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, like how much stuff we're able to do with a very small team.
And the question people ask all the time is, how do you do it? 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? Because how many of you guys have half built bridges, right? You've got this project over here and this project and four or five projects that are halfway done, but they're not finished yet, right? 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. 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.
Like how do you focus enough to finish so many things, right? Because when all said and done, you're not going to remember in your business for the things you're creating. 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 jokes we have internally.
I can't remember. This is, man, probably five, six, eight years ago.
I don't know. We started talking about this.
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.
So we're like, oh, in three funnel years from now, blah, blah, blah, whatever the thing's gonna be done, right? 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? And that's what I wanna share with you guys.
So that's kind of the concept. So I've got five or six points that are very, very important to understand that help you to get these things done, right? And so before I go too deep into the actual principles, I want to share with you one of the stories.
It was just one of the insights when I first got into this business was really powerful for me. Okay, again, you have to remember, like when I came into this world, I was a wrestler.
You can tell from the cauliflower ear, right? I'm a wrestler. I had a C in my marketing class.
I didn't have a degree in business. Like I barely graduated high school, barely graduated college.
Like I was not at the top of my class. 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. So when I started getting into business, it was weird because I started noticing a lot of the same frustrations I'd have in school, right? I'd be sitting there listening.
I couldn't get things done. 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. So I was trying to figure this out.
I tried to be in proximity with people who were having success because proximity is power. And, um, and so that was kind of the, um, the thoughts.
And I remember at one of these events, um, this guy spoke 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, 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. He said, you have to figure out which one you are and then surround yourself with the others.
And remember thinking about that in the time I had a whole bunch of half built bridges. 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.
I get so much energy and excitement and like passion from the starting of a thing. How many of you guys are the same as that? How many of you guys are like the starters in your business, right? It's so much fun to have the idea and to brainstorm, to figure it out and get the logo designed, buy the domain, start talking about things.
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, as soon as the project's done, like before I ever launched, like when the funnel's, 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? Do we actually sell it? Do we continue to sell it? Do we grow it? Do we scale it? Like, like those are the things where you actually make money. But for me, I'm a great starter.
And, and I started realizing when I heard Alex say that, like, man, I'm a really good starter, but I'm not, I'm not a great finisher. And he said, he said, figure, 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 and 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 of 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 figure out what I was gonna sell. 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. And I would just be making it up.
Like, okay, first you're gonna get this and I'll'll give you this. How many of you want this? I'll throw in this.
And so I started like making all these different promises, right? Cause promises to get people to buy stuff. But then I didn't know how to fulfill those promises.
And half the time, I forgot about until like, you know, a month later, two months later, someone who bought from me, like, what about the, whatever thing you promised? What about this? I'm like, oh, I forgot about that. I forgot about it.
And like, I was just so good. 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 Brent 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 feel 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 then I would forget

because again, I'm a good starter.

Oh, I'll be fun.

I'll do this.

I'll do this.

I'll do this.

But I forget what I had promised sometimes

and I didn't finish.

And so Brennan sat there

and he would just capture it

and like pay attention to all this stuff.

And he'd be like, no, no, no.

Don't say that, please.

Whatever you do.

But it gave me the chance

to have somebody who started finishing,

like have all the lists

and we go back

and we could finish them together

and get those things, right? And I started hiring more employees and more teammates over time. And the reality, if you look at, like, our business right now, there's probably one or two starters.
I'd say Todd's a starter. I'm a starter.
There's a handful of them. But the other, you know, 300, 400-plus employees in the ClickFunnels, Russell universe, they're all amazing finishers.
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. 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 and so when people come to me I'm like I can see in a heartbeat like oh I would do this and like I know exactly how to start how to launch it I get things out of the way but most people don't come to me because like Russell how do you scale a business how do you long-term build and operating the you know the the people like I'm not that's not my skill set nowet.
Now I'm good at, I'm good at starting business and launching, getting messages and noises out into the marketplace. Right.
And so, um, 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? 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.
You can finish them. If you are a starter you have to find some finishers to help you finish because it gets harder and harder for us to closer we get to the finish line to actually finish.
If we're not finishers, if we're starters, because the first thing you're going to do, since you feel the pain of getting towards that, your brain's going to be like, I want to, I want to make something new. Like, give me something new.
This is, I don't want to do this. I want to do something fun and exciting.
And you want to 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've figured 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.

Why are you doing this?

Like, what does that look like?

What's this vision?

For me, every time I start a new project, one of the very first things I do, cause for me, I get this idea and it sits in my head and I think everyone's got probably a different order, different process. 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. 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. Those are my next two steps for me 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, I would say conservatively, probably three to 4,000 domains I bought in the past, all of them tied to a great idea.
So it's like an idea, I go buy a domain instantly, something secret. It's like, you know, or something hacker or something, you know, it's all some version of 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 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, it's like, here's the vision.
I show them the design. I talk about the name.
And then it's easier for me to like, to share my vision. So that's just me personally.
You may be different, but for me, those are the things I need to be able to share the vision. I showed them the design.
I talk about the name and then there's easier for me to like, to share my vision. So that's just me personally.
You may be different. Uh, but for me, those are the things I need to be able to share the vision.
And then whenever I create a new project, the first thing I'm doing after I get the domain and I got the logo, I sit down and I literally sketch out, um, the way I do with my team, cause we're mostly remote now is I have a remarkable, this is it right here. And, um, I just go open and I, I can, I can, um, 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.

Okay, here's the first thing.

And the second, 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.

Number one, you should drive me crazy

when I have a meeting.

I bring everyone in and I cast the vision.

Everyone gets excited and they go back and then like a week later 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

and it drives me crazy.

I hate re-explaining my vision.

I don't know if you guys,

if you visionaries are similar

but I hate re-explaining my vision

because I gave you my vision.

I shouldn't have to re-explain

the thing to you, right?

And for me,

like it sucks energy

to have to re-explain something.

Like,

I'm like,

well you're not paying attention.

Can you not see what I see?

You know,

and it's hard

because for people

who are non-visionaries,

It's a great deal. you, right? And for me, like, it sucks energy.
I have to re-explain something. Like, I'm like, well, you're not paying attention.
Can you not see what I see? You know? 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 visionary, it's hard because most people around you are probably non-visionaries. So it's frustrating for you when, at least for me, it's frustrating when they have re-asking.
So I'm like, you don't understand. You're not seeing the vision.
And so it's nice to record it. A couple of things.
Number one, everybody hears the same message. Instead of me casting the vision in five different places, five different people, and 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 catch them up to speed. I'm like, okay, go watch the vision video so you see the vision we're creating and then we can plug them in very quickly, okay? So I always capture a vision of every project we're gonna do ahead of time in video format, and 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 department or area the business is in. Most of them, like the playground I play in are offers and funnels, right? That's my favorite.
So the person on my team who person on my team is 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. And she's like, okay, everyone's going to watch this video, but based on this, it's like, okay, so-and-so has got these five, these five tasks from Russell.
So-and-so's got these five. So-and-so's got these five.
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 this vision, 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.
And 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 they're able to see the whole vision, then they get from more, I got, here's all the individual tasks that are for every single person.
Does that make sense? Okay. So I cast the vision.
Okay. Great starter.
And then a finisher is going to take that and say, okay, what are all the pieces, break them down. So 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 putting all those pieces together, okay? So again, number one is figuring out how you started or your finisher and surrounding yourself with the other one. Number two is casting the vision.
Number three is having your team kind of break out the pieces. And some of these are all kind of tied together 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 the who's you need? Okay.
And so for me right now, my team, obviously I've got a whole bunch of really great who's. Okay.
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.
Then he worked with Ben, with Dr. 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, they want to learn how to do it all right. We're doers.
We're, we're, we know how to figure things out, right? I'm guessing that if you're here, you're probably one of those people you just get stuff done. Right.
And so what happens is, um, we, we start working on a project. Also we hit something we don't know how to do.
And then we do is we go try to figure out, okay, how do I do that? Right it so you go down this learning loop let me learn how to do that I'm gonna learn how to do this this this you start learning how to do the thing and then typically that how takes this procrastination loop that maybe it delays you by a week or you know a day a week a month a year five years whatever that thing is right so you learn it and you come back okay now I have the skill set now I do this so you start going on the path again you're going forward going for and you get stuck again you're like oh I don't know how to 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 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.
And the problem we have as doers is we start going every single time we get stuck. We figure out how to do that, how to do that, how to do that.
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 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.
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. Yeah, it's replacing the how with the who.
So again, the book's titled who, not how, uh, that's kind of concept. So the question I have for you is like, after you cast the vision, you broken down the pieces, who are all the who's you need? Okay.
And some of you guys are like, well, I don't have any who's or else I can't hire people. And believe me, I understand that.
Like when I got started, guess how many who's I had? None. It was just me.
Right. But I, like, 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? 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, I started meeting different people.
And sometimes, 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. I'm trying to build a business, right? So I had no money.
I understand it, okay? So instead, I had to use my resourcefulness. I had to find someone who's a great designer and say, Hey, this is what I'm creating.
Um, you know, uh, 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, 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.
And so I remember I went, my buddy and I, we went and we bought tarps and rakes and we walked around the neighborhood raking leaves for people. Rake leaves, we put them in the back of a truck, throw them in the dump, got paid to rake the leaves and I took that money I used to rake leaves.
I sent it to Romania for my buddy, Doral Doral. I pay him and he would program things for me.
Right. And then that was the, that was the process.
Right. So I'm, I'm, I'm hustling to figure out how to get money to be able to pay the who's.
Right. It doesn't mean I have to like, my business has got to make X amounts so I can hire a who it's like, no, like figure out other ways to get money.
Right. Like how can you get money? For me, it was raking leaves.
You might be borrowing money.

Might be like there could be a lot of ways, but figuring out how to get the money.

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 a profit share, a rev share, things like that, right?

But for me to figure out how to do all the pieces, it's going to take forever, okay?

So instead, I got to figure out who are the who's who already know how to do this.

And then I can figure out how do I get them on board to be part of this project. Okay.
One of the keys is I cast the vision. Here's the vision.
All right. I showed them the video.
This is the vision I'm trying to create. It's going to be amazing.
I got no money right now, but after we launch this, 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, 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. Um, and then the last piece I had here before I'd walk into some, the next portion of these is really understand like, why are you doing this? Um, and this kind of comes back to the vision, like you're casting the vision for the pieces, who are the who's, but the big thing, when you start getting the right who's on board, they want the vision of 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, hear like Simon Sinek and people talk about like, what's the, what's your why? What's the, what's the reason behind your actually, 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 a vision, uh, people will follow you. They'll follow you to the end, to the ends of the earth.
What's up funnel hackers. I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire.
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So at some point you need a team to help you keep growing, but finding the right person can be very overwhelming. It can be a huge pain.
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Some of you guys know over the last two and a half, three years now, I don't know how long to spend, But I've been collecting these old books, right? And for a long time, people thought I was crazy because Raya Russell is spending literally millions and millions of dollars to collect old books from people who are no longer on the planet. And nobody could understand.
And I was trying to explain it. Nobody understood.
And so I remember we were about to go 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 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.
I'm like, what if we sold, you know, we offered people they could buy in at a million dollars or $100,000. Anyway, one of those things is like, this is an idea that doesn't make any sense and probably everyone's gonna say no, but we should try it.
And so before we went to Mexico, it's like two days before we went to Mexico, some of my team, I was talking to some of my team and they're like, well, we should cap, like let's capture you explaining why you want, like why are you trying to build this? 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 I've got a backdrop on my, my Napoleon Hill books and things like that. Set the cameras.
And, 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 I just, I'm just going to tell people why I'm gonna tell them why, like, why I'm building this.
Like, why am I like, like, is Russell crazy? Maybe, but this is why I'm doing this. 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 used to explain the why behind it.
And 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 I remember I got done recording the video.
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? 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 was like, I finally understand like your vision.
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. It's a 10, 15 minute video, explain the why behind what I'm doing, making them a million dollar offer.
And then I came on stage afterwards and I explained it. And from that little presentation, initially 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, 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? And then 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? 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? 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? Like, so you want me to work for free so you can make something and sell it and make money, right? Who's going to be excited about that? Nobody.
But if you've got a reason why you're doing this, like what is that? Like why are you so passionate about it? 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? Like explain that and then people will line up to work with you, right? When we explain ClickFunnels, we put it out there. People saw it.
It's crazy. 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. Okay, so I'm kind of all, not that I'm all over the place, but I'm going through my bullet points.
I'm skipping around a little bit just because I want to make sure I'm covering them all. In my logical sequencing of which is different than my bulleted outline that I wrote before this but first thing again is figuring out are you a starter or you finisher and surrounding yourself with the other type of person number two is casting the vision what is the vision of what it is you want to create right and get I do it through videos on my remarkable okay number three would be like explaining in that vision your why like why are you actually doing this why should they care about it, right? After the why, then it's going and in that vision your why.
Like, why are you actually doing this?

Why should they care about it, right?

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.

One of my favorite quotes,

I can't remember where I heard this from,

but I'm sure you guys know about this.

This is a famous thing, but they say,

what's the best way to eat an elephant, right?

And you look at this vision like, whoa, that's a huge vision. That looks awesome, bro.
So how are we gonna do that? What's the best way to eat an elephant? And you look at this vision, like, whoa, that's a huge vision. That looks awesome, bro.
So how are we gonna do that? What's the best way to eat an elephant? One bite at a time, right? That's what the pieces are. You're breaking down these pieces into all the different, like here's the different bites you gotta take to be able to actually eat this elephant, right? 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, okay? And then if you don't have a team yet, then it's figuring out who are all the who's you need to actually get those pieces done.
So you can get them done in the next three months versus the next year, five years or 10 years. Right.
Um, 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, this vision from like getting started to winning a two comic club award.
Right. And there's this big, huge gap between those two things, right? I said, now to go from a beginner to winning 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? It's like show the timeline and then you're going and all of a sudden you get spot right.
Oh, how do you create a product? Well, I don't really know. And then it's like, from here, you got to 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 the stuff, right? 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 too comical winner, right? 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, I'm gonna keep going now, and it's like, now I got the path 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 show this thing.
And like, when I took all these little pieces that I take three months to learn that six months to learn that, you know, a year to learn that. Um, and we pieced them all together, just all the, just all the, the skills that 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, uh, like all different pieces.
We put them together.

It was 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.

So that's the problem.

We have this vision.

It's like, hey, for me to get this all done by myself, it's like 7.49 years.

If I actually line it back to back, if I'm actually strategic and I show what it's going

to look like.

And that's why most people don't get stuff done.

So instead, we have to break that down.

And again, it's coming back to the who's not the how. Okay, here's the five pieces.
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 comes together at once. And also now 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. I'm finding the who's who already know how to do the thing.
They can all be working simultaneously. Cause it's not me just doing all pieces, the next piece, the next piece.
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.
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, you know, I had to write the copy because I couldn't ever afford copyright. I had to learn copywriting.
I had one programmer. So I had these five or six people.
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.
So whenever I had an idea, I was like, hey, whew, it's gonna cost me $1,500 to get all the pieces done or whatever it was going to be. Right.
But I knew that. So I 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.
So those are some of the first set of components. I want to talk about, um, there's two big things and these are the pieces I think drive the, like are the, the 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, okay? And I was lucky when I went to my, the, man, the second seminar I ever spoke at was a Carl Galletti event in Las Vegas.
Went down there to this event and again, I went and I presented, 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 other speakers. And one of the speakers was John Carlton.
He's one of the greatest copywriters of all time. And John's other speaking about copywriting.
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.
Hire copywriters at the time. Didn't have AI.
Didn't have funnel scripts. Didn't have any of these things.
And I was like, of all the pieces, I can hire a designer for a couple hundred bucks, I can hire people here, but the copy was the most expensive. In fact, I remember trying to hire Michael Fortin and he quoted me eight grand.
I was like, eight grand? For some words on a page? It made no sense to me, right? So I'm like, I have to learn this. So Carlton was selling the course.
It was $2,000. I remember buying the course, getting home, and 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 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. And I still remember Halbert was talking.
And if you guys don't know Halbert, his nickname was the Prince of Print. He was like one of the greatest of all times.
He passed away a couple years ago. I had a chance to interview him once about a year before he passed away, which was, you know, for me, like insane honor.
I was a college kid. I'm interviewing the Prince of Print.
Like it was crazy. Anyway, I'm listening to this podcast or this tape between these guys and Halbert shares this story.
And I'm gonna share this story with you. I wanna caveat it with, I've shared this 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 it's to 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 the story because it illustrates something, and it changed my life when I heard it. So this is what Halbert said.
I think it was called the Scuttlebutt Tapes was the name of the tapes. You better go try to find them on eBay.
But I'm listening to this tape, and 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. And then he goes on and he says, if you look at how the Mexican mafia, how they get things done, right? They go to the government and 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. 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. 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.
They'll sneak into the room and they'll wake up at night and they'll show them two options. Okay.
One option is lead, a bullet. Boom.
Okay. The other is gold.
Okay. Plateau or plomo, the letter, the letter, the gold.
Okay. Those are two options.
And they come back to the politician. Like we need you to change a lot.
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, there's the, there's the bribe. Or if you don't, there's a bullet.
Okay. Letter gold, bribe or the bullet, a plomo.
Like there's a couple of different versions of it. Right.
And, 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? 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, oh, I can change it.
Oh, this is a hard deadline. No one's like holding me accountable.
And they keep moving and they keep moving and they keep letting this deadline shift and move and move. 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.
If I don't, I'm going to die. Letter gold.
Like that was the mindset he had to have. He said, when I had, when I shifted my mindset to be the letter gold on every single thing, plot to a plomo, every single time I figured out a way to get it done in time.
So after hearing that, um, you know, 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.
And so for me, I started thinking, like I would start putting these projects together, right? Okay. And this is the idea.
Here's the vision. Here's the four or five people I'm going to 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's designing, so-and-so's doing the webpage. 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? 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. Like, just so you know, like we're not going to bed until this is done.
And then we pull all-nighters, like two nights in a row, get it all done in time, just in time for next day, we launch it, and we launch it, put it 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.

And so we started setting these letter gold deadlines

every single time, plot to our plomo,

the bribe or the bullet, like every single time.

And my team started knowing,

like when Russell sets a deadline,

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?

It means two or three nights,

like whatever that is, but that deadline does not move, That's how we started getting stuff done. That became the big secret.
I started tricking my mind where literally I was like, we have to get these things done. 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.
Then for me, I didn't want to make these deadlines soft because then human beingsusses, we're like, oh, we're going to change things and move things around. I was like, 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. I email all my affiliates and partners like, this is launching on June 13th at 6 p.m.
It's like, everyone do it. I'm like, get it on your calendars.
So everyone who's going to promote this thing, they have it on the calendar. It had to be done or else I was going to lose tons of money.
And then I would tell my team that. We'd reverse engineer it and then boom, we'd all go to work.
And we hit every single one of our letter goal deadlines. And this is the reason why a lot of people don't get stuff done.
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 it mañana. Oh, mañana.
Right? So as soon as mañana, tomorrow comes, guess what? Then you're like, oh, I'll do it 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 do.
And they just keep like punting the ball down the field, down the field, down the field, not actually getting the thing done. And that's the problem, okay? The reason I get stuff done is because I have a letter goal 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.
And on my calendar, 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 goal deadlines, right? I can see it right here, like Funnel Hacking Live, letter goal deadline. I can see product launch there, product launch there, new offer launching there.
Like they are hard coded in marker on my wall, okay?

And that marker is, well, it's not.

It's magic marker, but it's letter gold.

Like it is stuck on there, okay?

And we will hit that.

And I'm going to hit it.

My team's going to, we all know it's going to happen.

We do not miss our deadlines, okay?

You got to stop letting yourself off the hook.

Just stop looking for tomorrow, tomorrow, tomorrow, right?

Like you set a date and then you do not deviate from that date. If you deviate from that date, okay, boom, you die.
You have to trick your mind. Like I literally tricked my mind.
My wife would have, sometimes it'd be like, you know, 6 a.m. I hadn't slept in three days 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 consciously, obviously I know like, well, I could come to bed and we could move things, but yeah, you know, but in my mind, I'm like, I will die.
Like, we set this goal. Like, I have to hit this.
And I got so good at tricking my mind that, like, everything bended to my will because of that. Does that make sense? Whereas most of us are letting ourselves off the hook all the time on our deadlines.
And he's getting pushed down and pushed down and pushed down. All right.
I have people all the time in my inner circle that come to this thing we call decade a 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. I ask them we're working on, we set a plan and then the last thing you can ask them, I'm like, so when's this launching? And they're like, wait, what? I'm like, when's it launching? And they're like, you want me? I'm like, yeah, accountability.
You gotta pick a date right now. Okay, in two weeks, I'm like, done.
Like in two weeks, I make my assistant follow up. Like they got to make sure they do it right.
I quit letting yourself off the hook. Like pick a deadline, pick a date, do not let it bypass.
That's how you win. Okay.
Letter gold. So that's the next phase.
Letter gold deadline. Okay.
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Now, this is what's going to happen. This is the last step here in my little process, my framework for yesterday.
You set the letter goal deadline. You start working towards that, right? And you're working towards it, you're 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 gonna 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 gonna be up till midnight or two or three in the morning the night before because that's just how things work, right? We have all these tasks that seem easier to get closer and closer and closer to this letter goal deadline, right? If you get closer to that, like it's like, I can't get all these things done.
I can't get these things done. And then your brain is going to want to 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? 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 got to get done.
Okay. 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. These are the things like, like these have to happen or else the things are going to fall apart.
Right. Okay.
But then there's like all these other tasks are like nice to have. Like, Oh, it'd make it look awesome.
If we did this and we could do this and we could do this and we could do this, right? Okay, so at the beginning 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, it's gonna fall apart. If I don't funnel, it's gonna fall apart.
If I don't have a payment processing, it's gonna fall apart. If I don't have traffic, it's gonna fall apart..
Whatever 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 have to put more emphasis and more priority on those. Then you have all the nice to haves.
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. 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.
Instead, you start looking at all the tasks and say, okay, all right, well, I wish I had a chance to write all the pre-email sequence. I don't.
So that's going to, that's nice to have. I'm not, 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 you know, we don't have to launch. I wish we had this.
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.
I do not deviate from those, I do not push to that line, but I get rid of all the nice to haves because if we get closer and closer and closer, things just kind of fall where you can't get everything done. Ever.
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 gonna happen, okay? Think about it in sports. I'm the same way in sports.
Like, I'm in training and practicing, I'm training and practicing, I'm getting closer and closer to the match, okay? The nice thing about sports is like, when they set the schedule for the year, those are lettered goal deadlines. That match is happening.
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, right? And so in mind, I'm like, all these things I gotta do to get perfected for the tournament, and to get closer and closer, it's like, I'm not gonna make it.
What are the things I have to do to compete? 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 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.
Like, and honestly for, you know, I have to win my wrestle off at my team, okay? Those two things, if I don't do those two things, I do not get to wrestle. So those are the straight lines I have to have.
Everything else is nice to haves, right? Like, getting a better shape, getting your cardio, getting your muscles, like doing the drilling. Those things are all great, but they're nice to haves, okay? Not the have to haves, okay? If I do not make weight on the date, I do not get to wrestle, okay? So those are the straight lines.

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, okay?

And so those are 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 haves are gonna fall apart,

fall apart, fall apart.

You're gonna 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?

And now we start weaving those and we start backfilling those after the project goes live. Okay? And that's how we play the game.
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.
We're all cranking. Everyone's working on things.
Last minute, we're like, we can't get that done, that done, this isn't happening. None of the social posts are done.
None of this is done. None of that.
It doesn't matter. 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.
We've got 30 seconds of reading. Now it's backfill.
Go get the social campaigns. Figure out, go get this, go get this, go get this.
We start plugging it in, plugging it in, plugging it in. And now we get those things done in the future.
Okay. We do not move from our letter goal 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?

So when you ask me, Russell,

how do you get so much stuff done?

Those are the things, okay?

I know I'm a starter,

so I surround myself with tons of finishers.

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,

they get stuck in the process,

they forget,

they can go back and they can watch the video,

understand what the vision is,

what we were creating,

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, you know, 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.
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.

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

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.

And if you don't, if you can't afford a finisher yet,

then you're gonna have to be both.

It's gonna be painful, but you gotta do it anyway.

Okay, for the first decade of my business, it was me. 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 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.
After that, the goal is then figure out who are all the who's who can help you with this, okay? Again, if you've gotta go and try to relearn or learn all the different pieces to make this successful, you're probably not gonna be successful. So figuring out who are the people, I gotta start gathering my Avengers team.
I need the Hulk, I need the Iron Man, I need, you know, Dr. Strange, here's a lot of pieces of people I need 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? After you've got them all figured out and you find out from everyone how long it's gonna 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.
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, okay? As you get closer and closer and closer, a lot of nice to halves will start falling off, falling off, falling off, falling off, falling off.
But you stick to the straight line until you get it done. 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, okay? Now I wanna tell you guys a real quick story to kinda wrap this up to show you the results of this, okay? 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 beginning of the game.
Okay. So, um, man, six months ago, um, uh, I had a vision for a project and it was an event called selling online.
You guys probably heard of it. If you haven't go register for it, we do it once a month.
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 I 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, create the funnel page, the upsell sequence, members area, and we promoted it. So we promoted 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 are registering.
Step one is done. I don't know what I'm gonna talk about.
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.

Getting all that, like, I know that like,

for me to be successful,

like we do the entire event,

but there is an offer in the event, right?

So I know that of all the pieces,

like there's a lot of nice tabs,

all the presentations would be nice to have,

but the one that has to happen

for us to actually make money

is the selling presentation.

So my next piece, like straight line,

webinar registration page, right? Drive traffic, straight line, number one, reg page, M2, registration page, straight line, number three. I have to have a webinar that's gonna sell.
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. Worst case scenario, people registered, went through the funnel, they go through a three-day event.
I got the one presentation where I sell and then we got the offer and the members there on the back end, right? So those are the pieces that had to have happen for the event to work, okay? So we got those pieces done. Then it's like, I sell another week, cool.
My letter to go deadline's a week away before the event actually starts. Now I can go and try and 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.
Where I 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.

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.

So we launched the event.

I do day number one.

Do day number two.

We make the offer.

People go by.

Day number three comes out.

I had an outline for what I wanted to create.

But I didn't have any slides done.

I had nothing else.

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.
Okay. And luckily day number three crushed as well.
Right. And so that was the first event.
Okay. Now what just happened? All of the biggest, the biggest, like the straight line, the biggest blocks all got done.
Right. And they were all working.
Now 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? It's like, Oh, we forgot the email sequence. We forgot this.
We forgot this. 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, this, you know, now we have the hard work's done, right? The four or five big rock. Like we have a registration page.
We've got a funnel. We have the offer.
We have memberships,

like all things are done. So now we're doing this round number two.
Okay. We're set a letter

goal. Deadline's happening in 30 days.
Then it's going to happen again. Boom.
We come back

this time around. What do we do? We go back through it.
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 of pieces. Um, I decided to call Jones come in

and teach one or two sessions. And we moved some was like, day number one was good, but I missed a couple pieces.

I decided I'm gonna call Jones,

come in and teach one or two sessions and we moved some things around, right?

Did the second time around, right?

And the second time around,

we started thinking like,

how do we get more people to show up to the webinar?

How do we get more things?

So all the nice to haves,

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.

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 that are still missing.

So let's come back.

Now I'll come back and add some more of the 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.

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.

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.
Um, based on the tweaks and changes we made from this last set of the event, right? Cause the event was all perfect. Now we're just tweaking.
So I literally tweaked 10 minutes of the event from that 10 minute tweak. The nice to have thing that we finally figured out how to do.
Uh, we three ourselves. 3X'd ourselves.
Do you hear me say that? 3X. A lot of times I'm happy with a 20% conversion, 30% increase in conversion.
We 3X'd ourselves on the 1, 2, 3, 4, 5, 6, 7th version of this event. Okay? And that's the secret, you guys.
Also, I get so much stuff done, okay? We get it done and then we iterate and we iterate

and we iterate and we iterate, okay?

This event that we've now mastered, right?

We're gonna do it again next month

and I got all the things in place

and it's gonna be easier 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.

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,

but I would say conservatively this event will be a 30, $40 million a year 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. Um, now for me, we're doing this on multiple projects at a time, multiple businesses at a time.
You shouldn't do that. At least you focus on one, but I want to share like, that's the process, how we do these things.
Right. I think a lot of times the reason why I move move our letter goal deadlines is because we think we got one shot.
We got one shot, it's going to work or it's not going to work, right? We start thinking that way, it goes out there and then yes, you got one shot, but the reality is in this game, in this business we're playing, the entrepreneurs are like, you don't have one shot. You got a shot and you got to get in the shot next month and the next month and the next month, right? We launched the ClickFunnels.
We launched ClickFunnels a decade ago, right? I did a webinar. I told you this.
I've told you guys this story multiple

times, but 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, right? Now, I could have waited to do

that webinar. I could have waited until it was perfect.
I could have waited until I had a course.

I could have waited until I had this. I could have waited, could have waited, could have waited.

I could have kept moving that line, could have moved the line. I probably would have moved another

six months, eight months, a year or more, right? But what did I do? I set a letter of gold deadline. And for me, it's my friend saying, can you speak at an event this weekend? I'm like, okay.
He's like, you need to sell a $1,000 thing. I'm like, I don't have a $1,000 thing.
He's like, well, make a $1,000 version of ClickFunnels and write a presentation. Okay, what do I need? Like, what are the, like, there's the letter of gold.
I'm selling on Saturday. It's's Wednesday.
Like, what's the letter gold? I had to have a presentation and an offer and an order form. Okay.
Got the order forms printed, created a presentation, made an offer. Letter gold deadline got there, launched it, did pretty good.
Okay. Then came back, iterated.
Next week did it as a webinar. Webinar I do.
And improved upon it, improved upon it, improved upon it until it was amazing. Okay.
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, you hit the letter gold, you launch it, and then it fails or doesn't do well, right? 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.
For all you guys who keep punting the deadline, keep punting it and punting it and punting it, right? You waste six months, eight months, a year, two years, three years trying and waiting and trying to get this thing perfectly. You launch it and guess? It's not perfect anyway.
That's the problem, right? And then at that time, you run out of time, you run out of money, you're stressed out of your mind because you never got the thing done. That's the reason why, right? Because you get punting it down the line.
Instead, you got to stop, right? Set a letter goal deadline, get it out there, the best iteration, launch it out to the world, right? Cut it all nice to haves. And then version two now you can start adding in some nice halves.
Version three, add in even more nice halves. Eventually version four, five, six becomes flawless, right? For me, version seven.
Version seven, this event, 3x the money from the last version just by tweaking 10 minutes worth of stuff. Okay? You guys getting this? Okay? ClickFunnels, 10 million, or sorry, $100100 million company off me doing one webinar 70 times in a row.

Every time, iterating, iterating, iterating, iterating until it was flawless.

Okay?

I didn't wait.

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.

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 I launch in the last decade?

It's definitely over 100, maybe over two, right?

Russell, why'd you launch 200 different funnels?

Because I was looking for the three, right?

If I was waiting for six months for the one,

I would never have found the three, right? I gotta to go through a lot of iterations till I find the winners, right? And if my letter goal deadline is so far away and keeps moving, I'm never going to get forced to figure out the things, right? Like that's what most people are missing, okay? I launched a hundred funnels to find the three that are going to do the volume. If I'm launching one a year, I'm, I'm not gonna make it.
Unless you get lucky. Some people do get lucky, but it's rare.
It's on the backside of volume, putting a lot of stuff out there. A lot of content, a lot of videos, a lot of funnels, a lot of offers.
And when you do that, that's how you make your, you give yourself a shot to win. And so understanding how we get stuff done, in fact, it brings back to the premise of ClickFunnels initially, right? It's 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.
You know, if I was going fast, if you're going normal speed, two or three days, you can launch a really good funnel, really good offer and get it out there to the world. And I remember one of my favorite stories, Trey Llewell, 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. Like 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.
Week three, week four, right? Each week set a letter goal deadline, right? Pick new product, new offer, launch it, boom, boom, boom. I think it was like number 11, I think, was the funnel,

if I remember right.

Funnel number 11 he launched was his flashlight funnel,

which became the fastest grossing funnel of all time.

No one's beat it yet.

Decade later, I think it was like 20 or $30 million

in six weeks, right?

It's ridiculous.

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. 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? He had launched 11 funnels before he found the one that was the one that was going to blow up for him, okay? ClickFunnels.
We launched 100 funnels to find the three that built, a company has done over a billion dollars in sales now, right? So that's my methodology. That's how it works.
That's how I get so much stuff done. I hope that helps you guys.
Again, I'm going through them fast. Number one, figure out are you a starter or are you a finisher? Figure that out and surround yourself with the other type.
Number two, what is the vision? Cast a vision so everyone sees it. Number three, what is the why behind your vision? Make sure that people understand your why so they can get bought in.
Number four, what are all the pieces? Project manage all the pieces that make the vision possible. 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 venture teams together.
After that, pick in the letter goal date and do not deviate from that date at all. 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.
And then from there, you iterate over and over and over and over again. And you keep doing that until it stops working, okay? 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 a three X sales again, three X conversion from 10 minutes to week, if I do that same thing again next month, maybe I only get a 50%, but 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 gets crazy really fast.
Okay. But that's how we get stuff done.
Hope that helps you guys. Appreciate you all.
Thanks for listening to the podcast. If you enjoy this one, share with somebody for watching on YouTube, let me know in the comments down below and appreciate you all.
And I hope you guys are enjoying the Russell Brunson show. 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.

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.

That's sellingonline.com slash podcast.