Prime Mover Core Values: Our Formula For Winning | #Success - Ep. 06

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Speaker 3 This is the Russell Brunson show.

Speaker 3 What's up, everybody? This is Russell. Welcome back to the show.

Speaker 3 Okay, today's episode, I want to talk about something that most people don't talk about, they don't share outside of their own internal company. So,

Speaker 3 and that is your values. What are your company values? Do you have those yet? And I'm asking because for a long, long time, I always fought that.
I was like, values are cheesy.

Speaker 3 Why would you do those inside your company? What's the purpose of them? I would read people's values and they'd be a bunch of words. I'm like, that seems so stupid.
Like, I don't want to do that.

Speaker 3 So, I fought it for a long time. So I had ClickFunnels.
We never really had a a formal, like, these are the core company values.

Speaker 3 We had values, we had things, but it was never like finalized and like printed on the wall where it was like a thing.

Speaker 3 And I remember over the last year, I had a chance to go to a couple people's offices. I remember going to Ryan Panetta's office, and he had a big old thing, like his values, like on the wall.

Speaker 3 I was like, that's kind of cool. And I went to Andy Elliott, the same kind of thing.

Speaker 3 And then recently, just so you guys know, some internal workings, inside of ClickFunnels, we basically took our company, we separate into two companies just to be able to handle employees and management, a whole bunch of stuff differently, right?

Speaker 3 Also different goals and focuses. And so one side of our company is ClickFunnels, which is the software side.

Speaker 3 And then one side is called Prime Mover, which is the education, coaching, info product side of the business, right? They still work tandem, hand in hand, but we separate them differently.

Speaker 3 So now we have two different CEOs, two different, like all different things, right? Which has been a really, really cool move. So we made that separation.
Officially started January 1st of this year.

Speaker 3 And then the new CEO we brought in for the coaching side, his name is Bill Allen. Bill's been an Atlas member.
He's built a huge company. He's awesome.

Speaker 3 And we brought him in to be like the official CEO of the Prime Mover company. And one of the first things he wanted to do was establish our company values.

Speaker 3 I'm like, no, it's company values are cheesy. And he's like, no, you don't understand.
He's like, this completely radically transformed our entire business doing it.

Speaker 3 They're really cool. So we actually did a two-day planning event, planning, a whole bunch of stuff.

Speaker 3 And then one of them was like, my homework was like, Russell, you have to figure out what value, like, what are your values? Like, what are those things? And,

Speaker 3 and again, in the past, I always hated values. I look at people's value lists and it's like, hard work, integrity, you know, and those things are all great.

Speaker 3 But I, I don't know, there's something about it. Like, I just, they didn't connect with me.
And I think it's because obviously they weren't my values.

Speaker 3 They were the the things I was focusing on and so I had the last two or three weeks to think about this for the prime mover company like what are the core values one as a company as a you know and but also it bleeds more than just the company it also bleeds into the community and so I want to share them with you guys for a couple reasons number one I think there's really cool lessons behind each of the values, which I think you get value from.

Speaker 3 Number two, if you're looking for

Speaker 3 company core values for your own company, hopefully this will help

Speaker 3 kickstart the exercise in your own mind. And maybe you can borrow some of our values.

Speaker 3 And number three, these also should be, can and should be the values of our community as a whole and so i thought um i would share them for those reasons and hopefully you enjoy them and it's gonna be a lot of fun okay so that's kind of getting planned for today's podcast and i hope you guys enjoy it hope you get a lot of cool um ideas from it and hopefully it motivates you and inspires you so uh first off i want to lead with like the name of the company right when we made this separation uh i was like what's the name of the info price info side of the company and um a lot of you guys know I've talked about this concept of a prime mover for a while, right?

Speaker 3 Ayan Rand, in her books, Atlas Shrugged and Fountainhead, she talks about a prime mover.

Speaker 3 She talks about the prime mover in like in an engine or in a train is the engine that pulls everything around, right? That pulls the thing. Most of her characters are the prime movers.

Speaker 3 If you read Atlas Shrugged, right? Dagney and

Speaker 3 Hank Riordan and like John Galt, like they are the prime movers of society who are changing things, right? Or if you read

Speaker 3 Fountainhead, like Rourke is the prime mover, right? It's the person that's like moving, moving societies and moving things.

Speaker 3 And I thought that was an Ayn Rand term.

Speaker 3 I didn't realize going back in time that like Aristotle, I think, I actually found something I think might have said before Aristotle Aristotle talks about this concept of a prime mover right and when he talks about it he talks about God being the prime mover of the universe and and he talks a lot about it but one of the interesting things he said that I thought was really powerful is that God is the prime mover is

Speaker 3 he doesn't go into he's not like moving people right he sets a standard and people move towards him and I was like oh that's such a cool like analogy and so for prime mover it's like for me it's like the prime movers are the people in the world that are changing the world right which are entrepreneurs and creators and like the people that I serve anyways like we are prime movers but number two it's like again what's the prime mover do it sets this standard that draws people to them right and so i love that like analogy and like and so for our company like with my employees my team like we are the prime movers like each of us have to become prime movers and um and that's like that's this top level thing right of who we are um and so that's kind of where it all began with and then from there it's like you know what are the core values of a prime mover and again these are for my internal team internal company but i think for a lot of you guys uh who are prime movers like you're the prime mover in your business you're the prime mover your community

Speaker 3 Like these are values I think that you should think about and adopt as well. Okay.
All right.

Speaker 3 So as I started doing this values exercise, it was tough for me because there were so many things I started value. I started making a list.
The list got really like way too big.

Speaker 3 And I was like, I'm like, Bill, how many values can I get? He's like, five or six. I'm like, oh, because I got like 40.
He's like, no, it doesn't work that way.

Speaker 3 He's like, you got to pick, what are the core things?

Speaker 3 He said, the goal with the values too is like to set this as a standard for the company where it's like, in any interaction, it's like you can run it through these core values that fit

Speaker 3 our core values. If it doesn't, then we need to change it, right?

Speaker 3 Or if it's like an interaction, if you see someone on your team doing something, it's like, ah, this doesn't fit through the lens of our core values.

Speaker 3 It gives you a way to coach and to motivate and to readjust and realign somebody on your team as well. And so,

Speaker 3 yeah, so hopefully these values will help you for yourself as well, just kind of look at things through this lens of just like, okay,

Speaker 3 these are the values.

Speaker 3 And I'm checking the things I'm doing based on these, right? Okay, so I'm going to go through these in no particular order other than the way that we kind of presented them to our team today.

Speaker 3 So the first one, and this was tough because initially it was two different values.

Speaker 3 And then over time, I tried to figure out how to put them into one value. So the two values were growth and contribution.
Those are the two values I kind of started with, right?

Speaker 3 And if you've heard me talk about Tony Robbins' six human needs, like this is kind of where this concept first came from me, right?

Speaker 3 He talks about there's needs of the body or the personality and there's needs of the spirit, right?

Speaker 3 And needs of the body, without going too deep, there's like, there's variety, there's certainty, there's love and connection, there's significance. Those are the four needs of the body, right?

Speaker 3 And all humans will figure out ways to get those needs all met. And I'm not going to go deep into the philosophy of Tony Robinson's human needs because it's one of my favorite things to talk about.

Speaker 3 And I could, and I would love to. Maybe that's the podcast episode from the other day.
But there are basically two of the needs, like love and connection, significance are opposites, right?

Speaker 3 Which is funny. And then certainty and variety are opposites, too.
So we have these four needs, and like everything in our life's based on, like, we figured out how to get those needs met.

Speaker 3 And sometimes it's positive, sometimes it's negative. And that's the first thing, and everyone figures that out.

Speaker 3 But after those needs needs are met, then you transition to the needs of the spirit, which a lot of people never get there. But the needs of the spirit are growth and contribution.

Speaker 3 Those are the two needs of the spirit, right? And so I love that.

Speaker 3 Like, as soon as you get your body and your personality under control, then you can transition to the needs of the spirit, which are growth and contribution.

Speaker 3 And again, that's where I think happiness, fulfillment, everything happens there inside of growth and contribution.

Speaker 3 And again, so growth is like personal development. How do you become better?

Speaker 3 How do you achieve more? How do you become more? How do you do more? Like, growth is like that, that driving,

Speaker 3 it's a driving value right it's it's again it's one of our needs like it's one of the needs of the spirit um

Speaker 3 and so growth is one that i love especially as a prime mover like as a prime mover like we need to be the ones at the forefront we need to be growing and developing and like becoming the person we're supposed to become right growth growth growth growth okay so that's one of the needs of the spirit and then the second one is contribution which is like is like taking your tools and your talents and your gifts and contributing and helping other people right and in expert secrets book i talk about this a lot i talk about like those who've become an expert right they're they're coming in and they're in this phase of of growth, like I'm growth, growth, growth, like they're personally developing.

Speaker 3 And then eventually it's like, I want to contribute, like I'm learning so much. And that's when you become the expert.
And like now you're shifting from a growth mode to contribution, right?

Speaker 3 In the secrets of success business is the business about personal growth, growing, growing, growing, growing, growing.

Speaker 3 Then you transition to the Russell Brunson, you know, to the marketing side, click funnel side, like that's contributions. Like now I'm starting a business.

Speaker 3 So for me in my mind, like this growth and contribution concept, I think about, I talk about all the time, like the two important things, like we should be growing and developing as prime prime movers.

Speaker 3 And then, after we get these skill sets, we got to be contributing, right? And so, those are the two extremes. But I titled my value for our company, we title it growth through contribution.

Speaker 3 And the reason why I shared that is because, and I'll tell you guys a story. So, this,

Speaker 3 in a lot of you guys are my background, as you can tell from my Cauliflower ear, I'm a wrestler. It is my core passion to this day.
Like,

Speaker 3 if I could quit business and just become a full-time wrestler again and actually compete at a high level, 100% I would do it.

Speaker 3 As much fun as i have making money and growing businesses um i've never felt more value like i don't know i i i love wrestling more so there that's all when all said done like the the feeling of being my hand raised in a wrestling match is the greatest feeling i've ever had like bar none i've never been able to sync it with anything else i love that feeling uh so i love wrestling um and i learned this lesson so when i was in high school i was i was i was an athlete and i wanted to grow right so i was learning how to grow through like strength training cardio skill sets wrestling mindset like it was this growth phase and i loved it i was obsessed with it right And I grew, grew, grew.

Speaker 3 So in high school,

Speaker 3 I was a state champ. I took second place in the nation.
I was an all-American, right? And so I grew to the top echelons of our country, like in wrestling, right?

Speaker 3 And I remember after my senior year, I took second place in the nation. And that summer, my coach, one of my coaches, Greg Williams, messaged me.

Speaker 3 He's like, hey, he's like, do you want to come coach at a wrestling camp? And I was like, why would I do that? Like, I'm...

Speaker 3 you know, in my head, cocky, you know, 18-year-old wrestlers, like, too cool for that. And he's like, well, I'll pay you $100 a day if you come coach.
I'm like, done.

Speaker 3 Because, like, I was making $0 an hour. And so I went down to this wrestling camp, and I was there for five days.
I got a coach. I got 500 bucks from it.
But he had me coach these kids.

Speaker 3 And so there's a lot of moves that we're coaching on. But for me, the thing that I'm the best at, if you look at like all the moves in wrestling, there's a move called the cheap tilt.

Speaker 3 I'm obsessed with it. I think it's the greatest move in all wrestling.
If you ever wrestle me, I'll hit you in it 100 times. It doesn't matter how good you are.
Like, it's just, it's my move.

Speaker 3 I can get out of the best in the world.

Speaker 3 And so they like, hey, teach these guys a cheap tilt. I'm like, okay, so I'm, I go out there to teach the kids a cheap tilt, which isn't a hard move, but there's a lot of like little intricacies.

Speaker 3 I go out there, here's how you do it, guys. I show them.
I'm like, hey, go to the move. And then what happened is the kids all went out there and they all did it wrong.
100%. Nobody got close.

Speaker 3 I'm like, you guys are so dumb. I didn't say that, but in my head, I'm like, they're so dumb.
So I bring them back in, come back in, you guys. Let me show it again.
Show it again.

Speaker 3 Okay, go out and do it. They go out and try to do it and they don't do it again.
I was like, so frustrated. I bring them all back in again.
Okay, guys. So I get down on the mat.
I'm like, okay.

Speaker 3 This is how it works. And so I'm looking at all the movement.
Okay, your elbow has to go here. Your knees got to go here pointing towards the map.
This is how you pinch your hips.

Speaker 3 And I started like, I started breaking down all of the pieces to get it to actually fit together, right?

Speaker 3 And they had that. I showed it the move and I was like, okay, here's how it works.
So the kids went out, they started trying again, and then they were able to do it.

Speaker 3 Like they started actually connecting. It's like, okay, elbows here, hips here, right? And then they got it, but they were still missing a piece.
I brought them back in.

Speaker 3 Okay, well, actually, also, your head's got to go here, your arm goes here.

Speaker 3 And so I kept going back and forth and back and forth for like an hour with these kids, breaking down the move, trying to figure it out.

Speaker 3 And as I was doing that, I started realizing all these reasons that the move actually worked, which I didn't even know consciously, right?

Speaker 3 I knew from a feeling standpoint because I'd done it so many times, but I didn't realize. And so they became aware of it.

Speaker 3 All of a sudden, like, I was like, oh, I realized in that match where I lost to so-and-so because I wasn't able to hit it. And it's because of this.

Speaker 3 And because of that, like, my positioning was wrong. And I started growing again.

Speaker 3 There comes a time in our life where personal growth, we hit a growth ceiling, right?

Speaker 3 Like you growing, like you're growing, you're consuming, you're learning, and you're loving, and eventually the ceiling. And then the only way to continue to grow is by transitioning to contribution.

Speaker 3 When I started coaching kids, all of a sudden I broke through that ceiling and I started becoming better. And that whole five days I was teaching kids, move learning stuff.

Speaker 3 And as I was doing, as as I was coaching people, and as I was contributing to other people, I became a better athlete. Like it was, it was like this exponential shift in my growth, okay?

Speaker 3 And so, contribution is the next phase. And so, the value that I gave our company was growth through contribution.

Speaker 3 Okay, because we should be focusing on personal growth, but also like as you guys are learning these things, we ought to be contributing back to our community, to each other, to other employees, to other teammates.

Speaker 3 Like, we all need to be growing together.

Speaker 3 We need to be contributing because as we do that, as you learn how to contribute and open up ideas and information and stuff to other people, that's when you you grow the next level.

Speaker 3 So value number one, as a prime mover, somebody on our team, and obviously you guys as well as part of our community is growth through contribution, right?

Speaker 3 And again, I think expert secrets is like probably my favorite explanation of it, where it's just like, you're growing, you're growing, you're growing, and eventually you hit the ceiling, and then you transition into like, all right, I'm going to become an expert.

Speaker 3 I'm going to serve. I'm going to contribute.
That's where you break through that ceiling, and that's where your growth becomes exponential. Okay.

Speaker 3 It's really cool. In fact, if you want to get scriptural, there's a scripture in the book of Moses where God's talking about what his role is.

Speaker 3 And he says that, behold, this is my work and my glory to bring about the immortality and eternal life of man. Think about this.
Like, God is perfect, all-knowing, all-powerful.

Speaker 3 He's not going to get smarter. He's not going to get more powerful.
But how does he grow? He grows by giving us glory. Like when we become better, right, that's how he grows.

Speaker 3 And that's the same thing for growth through contribution.

Speaker 3 As we start helping other people and they become better, that's how we grow as well. I don't know if that makes sense, but it makes total sense in my head.

Speaker 3 So value number one is growth through contribution. Okay, value number two.
This one actually came from Napoleon Hill, the man.

Speaker 3 If you've ever read his book, Law of Success, which is a huge book set, or you're Think and Grow Rich, both are amazing.

Speaker 3 Or any of his books, honestly, he talks about these laws of success over and over and over again. But one of the laws of success that he talks about,

Speaker 3 and I'm going to pull up the actual definition here so I can make sure I quote it correctly.

Speaker 3 But he talks about this

Speaker 3 concept. And then I took the concept and I added my own kind of name to it.
But this is the concept. He says, you have to, this is the law of success.

Speaker 3 He says, build the habit of doing more than you're paid for. Okay.
Build a habit of doing more than you're paid for.

Speaker 3 Now, in the book, Think and Grow Rich, he's talking about how to make more money, right? So he's talking about

Speaker 3 always over-delivering, right? Always do more than you're paid for. So someone pays you, you know, for this job, do that plus more.

Speaker 3 And says, if you always do more than you're paid for, eventually you'll get paid for more than what you do, right? Like that's the principle. That's the law of success, right? And he talks about it.

Speaker 3 It's funny because Napoleon Hill, like, he's, he was big into nature. He's like, think about nature.

Speaker 3 Like, nature always over delivers right it's like the tree this big huge tree it has all these apples on it right and there's enough apples and stuff for the tree to produce and then it drops all the excess and then from there more trees grow more things and so like nature always over delivers in everything right

Speaker 3 and that's how the whole ecosystem everything works and so for us it's the same thing like we have to be over delivering and so the again the concept of Napoleon Hill is build a habit of doing more than you're paid for now this is not Just tied to like a salary though.

Speaker 3 This is in every situation in life, right?

Speaker 3 If the value is always over deliver that's our value always over deliver right and it's about it's about doing more than you're paid for so think about this in every interaction you have with somebody i think about with my wife right when i hang out with my wife um if i'm in that situation and i'm just kind of doing the bare minimum we're gonna have a minimum marriage or it's gonna fall apart right if i come in that relationship i'm like how can i over deliver for my wife today right when i'm over delivering the marriage blossoms it grows right if i'm working with an employee on my team right if i figure how can i over deliver with this person every interaction every contact every time i talk to them if i can over over deliver in that moment what happens right the relationship grows it blossoms i'm talking to a customer i'm talking to a coaching student or someone in my mastermind like in every situation i gotta figure out how to over deliver when someone buys coaching from me right how do i over deliver at the coaching point how to over deliver in the course how to over deliver in social media like every interaction if i focus on like doing more than i'm paid for right over delivering in that situation that situation everything will grow from it right so that's the concept we got to start thinking through is like how do we always over deliver um and this is true again for employees it's like if you're getting paid for this but you're doing this, eventually it's like, man, this person is always like crushing it.

Speaker 3 I go to the people in my company who risk the top echelons. It's people who show up every day.
They're always overdelivering. We're just like, man, if this person left, I would be screwed, right?

Speaker 3 Like, that's the kind of value you got to deliver at every single level.

Speaker 3 And so that's the next value is always over deliver.

Speaker 3 And again, this is true at every situation as an employee, as a contractor, as a, as a, you know, in, as a, as a husband, as a, as a parent, as a kid, as a, like, in every situation in life, it's always over-deliver, right?

Speaker 3 Whenever I'm in any interaction with somebody, how to over-deliver? I think about this, you know, again, this is the value for our core company.

Speaker 3 So I'm telling everyone from the very top down to the support team, like the support team, when you're answering someone's ticket, it's not just the answer to get it done with.

Speaker 3 How do you over-deliver every single ticket, ticket after ticket after ticket? If you're always over-delivering, like it changes everything, right?

Speaker 3 And so that's kind of the concept. This podcast, I'm trying to over-deliver, right? I'm trying to put more effort and more energy.
How do I over-deliver?

Speaker 3 So if you're going to dedicate 30 minutes of your time to listen to this, there are time you're like, holy crap, I got that from Russell in 30 minutes for free.

Speaker 3 Like, imagine if I go and and buy the next thing, the next thing, like, where's he going to over-deliver here? And over-deliver here, and so on and so forth, right?

Speaker 3 So, always over-deliver is value number two. Okay.
You guys good with that so far? So, number one, growth through contribution. Number two, always over-deliver.

Speaker 3 All right, let me transition now to value number three. So, this is one that has to do with how we do our work.
I call this value funnel hack first.

Speaker 3 And this is the reason. And it's funny because, like, when we launched the ClickFunnels community a decade ago, I taught this concept of funnel hacking.
And I still remember a night. So, we were,

Speaker 3 so when we first built ClickFunnels, it was me, it was Todd Dickerson, and then we had another co-founder named Dylan Jones. He's one of the most brilliant guys I know.

Speaker 3 And I remember we were all, we all flew out, Todd and Dylan flew out to Boise. We're in our little tiny office working on ClickFunnels.
And Todd was coding, doing all the genius Todd stuff.

Speaker 3 And then Dylan was doing the UI design and stuff, and I was writing copy.

Speaker 3 And so what I was doing is the very first step, I'm trying to write copy for the ClickFunnels launch, right? And so I'm going through trying to figure out

Speaker 3 like the scripting and the VSL and what I'm going to say and and all that kind of stuff, right?

Speaker 3 So what I'm doing is I'm going back and I'm literally pulling every single VSL I can find, every single software funnel.

Speaker 3 So I'm funnel hacking, I'm finding all these things, and I'm listening to sales videos, I'm listening to things, and so I'm going through this whole concept.

Speaker 3 And I remember like, I don't know, three or four hours, it was probably two o'clock in the morning, we're three or four hours into work, and then Dylan,

Speaker 3 again, one of our co-founders, and Dylan, by the way, is the one who built the original ClickFunnels editor. I did the original ClickFunnels UI.
He's brilliant.

Speaker 3 And he came over to me and he's like, he's like, so what are you doing? So I'm like, oh, well, I'm writing copies. So I'm trying to find as many examples ahead of time.

Speaker 3 So, I have my swipe file that I'm going to work off of. I was funnel hacking, right? He said, He's like, so interesting.
He's like, When I do my design, I'm the same way. I'm like, Really?

Speaker 3 So, I walk over to his desk and he shows me. Um, he's doing the UI design for ClickFunnels, he's doing UI for the editor stuff.

Speaker 3 And what he is, he's on, I think it was derbyl.com, d-r-i-b-b-b-le-e.com, which is like this marketplace for designers. And he's looking at UI design and like layouts and stuff.

Speaker 3 And he was doing the same thing I was doing, but he was doing it over there with UI. And he like funnel hacked a thousand different things.

Speaker 3 And from there, from the funnel hacking, then he started creating the UI for phones, UI for the editor, stuff like that, right?

Speaker 3 And I think what most people do wrong in business as a whole is they try to just be creative. Let me be creative, right? It's like, no, no, no, no, stop.

Speaker 3 Okay, there's another, this almost became a value, but it didn't quite fit in. So I am weaving it into funnel hack first.
But another value that I had initially was like money follows speed.

Speaker 3 Like we have to move quickly. Money follows speed.
Money follows speed.

Speaker 3 And so if you think about that, if you're going to go and like start from scratch, your time from beginning to execution is long, right?

Speaker 3 Instead, what I I want to go and figure out what's the best practice, what's working today right now, and I'm going to go through everything and then take that, like we're working off the shoulders of giants, right?

Speaker 3 We're taking all of the stuff that's been done in the past and we're building from there. So we're funnel hacking first.
Okay, a good example is emails.

Speaker 3 We had an email copywriter for a while, and it's like, every time you do an email,

Speaker 3 this person, to be vague, this person would go and they would write a whole new email. And they'd like, here's the email.
Like, do you approve it? I'm like,

Speaker 3 I'm like, it's all right, but like, I'm like, the thing you're promoting,

Speaker 3 I've written emails for this eight times in the last 10 years. I'm like, before you ever write an email to promote the thing, like, look at what I've done in the past.

Speaker 3 Like, go look at every single email Russell ever wrote to promote this thing or something similar.

Speaker 3 If it's a webinar, go find every email campaign where I've ever promoted a webinar and go look at them all, right? Look at them all, dissect them, figure it out, and then from there, write an email.

Speaker 3 Because now you're trying to reges, okay, what would be the best way to get somebody to buy this product? Like,

Speaker 3 I have done this hook thousands of times. We've tested it.
We have perfected it. Like,

Speaker 3 always go funnel hack first. Get the data first.
And from this, like, man, this email you did was great, Russell.

Speaker 3 I'm I'm just going to tweak the headline a little bit here, and I'm not touching anything else. Like, cool, that's the bet.
That's the right response. It's not like, oh, I was creative.
I built some.

Speaker 3 What do you think? Like, what? Why would you do that? Okay. I think that's in all areas of life.
Like, again,

Speaker 3 from HR, right? HR, it's like...

Speaker 3 People come like, here's all a bunch of different ways to do things. Like, well, what did we do in the past? Like, we have not, this is not the first time we thought through it.

Speaker 3 Or what's company we're modeling? How did they do it? Like, don't try to like reinvent the wheel from scratch. It's like finding out who's already done this, and that becomes the baseline.

Speaker 3 That's where we start from.

Speaker 3 And then from there, we work, we work and build something amazing right we can do we can be creative but the creativity is built on a on a foundation of funnel hacking right we funnel hack first and from there we go and we grow okay and it's true in all aspects and one of my um one of our partners does uh does a bunch of uh video stuff and he always tells me he's like before i created a sales video he's like and he's the one that does all the big fancy like funnel hacking live trailers like those things he's like i go and i watch a hundred trailers he's like i'm looking for inspiration a whole bunch of different places and then from there i get the mindset like okay now i've seen like what's possible and like like my mind was stretched and grown and now from there i I take what I have and I can build on top of that and I can add my creativity and add my sprinkles in but he's like I'm not just starting and he talks about he's like he's like I gotta find four or five inspirations I like the most I'm looking at those as inspirations that I'm remixing it on top of it right bands do this music does this right like people aren't just inventing music like let me think of a just do a C and then we'll do it an A right no it's like they're finding inspiration oh here's music I love how they did the riff here I love how they did this the flutes and then things and they're like okay let me go and from there based on like funnel hacking first I'm gonna build something that's gonna be my version but it's gonna be it's going to be based on these, these principles, right?

Speaker 3 And so always it's like, if money follows speed, then we have to funnel hack first. Funnel hack first is the value.
In every area, every department, every everything, funnel hack first.

Speaker 3 That's how we're going to beat people to the finish line because we're not reinventing the wheel every single time we do something. Okay.
So that is value number three. Okay.

Speaker 3 We got growth through contribution, always over-delivered, funnel hack first. Now we're moving to value number four.
And this is one,

Speaker 3 this one,

Speaker 3 it's so powerful, so simple, it's so hard to do, but yet it transforms everything. This is based on a book written by Jocko.

Speaker 3 Jocko spoke at Funnel Hiking Live 18 months ago, and I had him to come and speak on one principle that I cared about, which was extreme ownership. Okay, now if you've

Speaker 3 haven't read extreme ownership yet, it is probably one that it's just so simple and it's so powerful and so good. Jocko is a military dude.

Speaker 3 He talks about how in the military, like every situation, you have to, like, if it something doesn't work, it's always your fault, right?

Speaker 3 And I remember reading this book initially, like, that's awesome for military, but that's not true for me.

Speaker 3 Like, that guy screwed up, that person screwed up, they did it wrong, like, all those kind of things right and after reading the book and then hiring him and paying him in for a ton of money to come speak fhl i'm just like getting this thing ingrained in my head i was like okay if i'm going to be successful i have to take extreme ownership over everything right if something's wrong in my marriage it's so easy like oh well it's because of that person it's because of them right no no no no if something's wrong in your marriage it's because of you If something's wrong with your family, it's because of you.

Speaker 3 Something's wrong in your business, it's because of you. Something didn't go right on the product launch is because of you.

Speaker 3 And yes, it's so easy to point outwards.

Speaker 3 It's so easy to point outwards, right?

Speaker 3 but the reality is even if you're pointing outwards like it didn't work because of them okay well that's your fault it's your fault either you got the wrong person or you didn't train them correctly or you didn't get the right tools you didn't get the right resources you didn't give enough uh background information or like there's something wrong and it's always you okay and the reality is as hard as that is to do because it's like man i blew up i screwed up again i screwed up again i screwed like as hard as that can be it's also very empowering Because if it's their fault, I can't do anything about it, right?

Speaker 3 But if it's my fault, it's like I can actually do something about it. Okay, what can I do different? How can I change my approach? How can I change the the inputs? How can I change?

Speaker 3 It opens up a whole world of possibilities when you start pointing indoors and you take extreme ownership over the concept, right?

Speaker 3 And so that's the key.

Speaker 3 And so in all aspects of business, right? And it starts with you as the leader. Okay, you as the prime mover of your business, of your community, like you have to take extreme ownership initially.

Speaker 3 You take extreme ownership first.

Speaker 3 And what happens is as you start doing it, then your team will, like your managers and then the employees, but you have to like build a culture of extreme ownership from the top all the way down to the bottom.

Speaker 3 And that is one of the keys.

Speaker 3 If you don't do that, that's where everything kind of starts falling apart. So extreme ownership is

Speaker 3 one of the values.

Speaker 3 And it starts with you. Taking extreme ownership, focusing on it, and really focusing there.

Speaker 3 And then training your team to that, right?

Speaker 3 Your employees, everyone else in your team, like if they're not taking extreme ownership, again, it becomes a value where someone comes back and like, oh, I tried this thing, but so-and-so, like the affiliate over here, the email thing, or they're trying to blame something else.

Speaker 3 Like, okay, I understand that, but what's one of our core values? Extreme ownership. Like,

Speaker 3 you have to stop pointing the finger. Like, if it didn't work, it's because of you.
Something that you didn't do in the process is why it broke. Okay, and it's only you can fix.

Speaker 3 So, figure out, like, what did I do wrong in the process? How can I fix me?

Speaker 3 And if I can fix me, then there's a shot at it fixing the outcome, but there's no way of pointing at somebody else that you're ever going to fix the outcome. It's impossible, okay?

Speaker 3 So, extreme ownership from the top to the bottom, which is such a good, solid value for any kind of prime mover.

Speaker 3 All right, you see, as I'm going through these now, I'm like, I love these values because these values for me are like, yeah, like I get, I don't get tattoos, but if I did, I would tattoo these to my face.

Speaker 3 All right, value number five. This one is really cool.
This one, um, I wanted this one because this is actually a value literally in almost every religion of all time.

Speaker 3 It doesn't matter what religion you are. In fact,

Speaker 3 it's funny. I was talking to my team about this.
I'm like, I actually have a paper somewhere that has it. I looked over and it was on my desk.
So the value is the golden rule.

Speaker 3 You guys know the golden rule is do unto others as they would have to them, as you would have them do unto you, right? The golden rule, very simple.

Speaker 3 And you think about this, like back in the day, this was a big thing. In fact, even Napoleon Hill in 1919, he launched Hill's Golden Rule.

Speaker 3 His whole magazine was based on this one principle, which is following the golden rule.

Speaker 3 Tons of authors back then wrote about this, this concept of the golden rule. It was like a big thing in the thought mindset of people back in the early 20s.

Speaker 3 Nowadays, you never hear someone talk about the golden rule. At least I don't.
Do you ever hear people talk about this? Yet it's like the core fundamental principle of all faiths.

Speaker 3 And so right here, this little piece of paper I have that shows the golden rule and a whole bunch of different religions. Some of the religions I've never even heard of.
And this is a partial.

Speaker 3 So I found another one later that he hadn't had even more. But almost every major religion on the planet has some form of the golden rule.

Speaker 3 So I'm going to read a couple so you kind of see like this is a universal thing, right?

Speaker 3 Okay, so I'll show the top. First one says Brahmism.
Brahman is. I don't know that religion, but Brahmism.
And this is their version of the golden rule. It says, this is the sum of duty.

Speaker 3 Do not unto others which would cause you pain if done unto you. Boom.
Okay, that's in their scriptures. Next is Buddhism.
Okay, here's Buddhism's version.

Speaker 3 Hurt not others in ways that you yourself would find hurtful. Boom, golden rule.
All right. Confuciusism.
Did I say that right? Confuciusism. Anyway, I might say it wrong.

Speaker 3 Here's their version. Is there one maxim maxim which ought to be acted upon throughout one's whole life? Surely it is the maxim of loving kindness.

Speaker 3 Do not unto others what would not have them do unto you. Boom.
Okay. Next one.
Taoism. Regard your neighbor's gain as your own gain and your neighbor's loss as your own loss.
Boom. Here we go.

Speaker 3 Zorotranianism.

Speaker 3 I'm sure someone in my list is a follower of that faith, and you've got it as well. So there you go.

Speaker 3 That nature alone is good which refrains from doing unto others whatsoever is not good for thyself okay judaism here we go uh what is hateful to you do not unto your fellow man that is the entire of the law all the rest is commentary okay christianity all things whatsoever you do uh that men should do to you do ye even to them for this is the law of the prophets matthew 7 12.

Speaker 3 Here in Islam, Islam says, no one of you is a believer until he desires for his brother that which is he desires for himself. Boom.
So every faith, every religion has some version of the golden rule.

Speaker 3 And it's something I think we need to bring back into the mindset. So do unto others as you would have them doing to you.
Every situation, right?

Speaker 3 I need this value so that when people are interacting with customers or employees or whatever, it's like, how would you want to be treated in a situation, right?

Speaker 3 You submit a support ticket and you're stressed out or something, you know, or the person comes back and like doesn't give you the full answer or just gives you like kind of pushes you off.

Speaker 3 Like, that's not how you'd want to be treated.

Speaker 3 You want someone to give you all the answers, all the information, like help give you resources and like hook you up or do it, like whatever that is, right? It's like that golden rule.

Speaker 3 Like, how would you want to be treated if someone submitted some support ticket to you?

Speaker 3 Or if you guys, if if you're submitting a sport ticket, like, treat that person the same way you'd want to be treated, right? You're on the phone with someone, how would you want to be treated?

Speaker 3 Like, that's the golden rule, right? Um, you meet someone at an event, you meet someone in a live at the thing, like in every situation, right? How would you want to be treated?

Speaker 3 Okay, the golden rule, like, that's the value I wanted everyone to have.

Speaker 3 It's just like making sure that when you're working with somebody or talking to someone or connecting or whatever that is, any points of interaction with another human that when you're looking at that interaction, you're thinking about, okay, how would I want to be treated in this situation?

Speaker 3 Okay, and I also do this like as well. Like, Think about in my company like I started this by myself 20 years ago, right?

Speaker 3 And so everything that's grown like everybody who's we've hired and built a team like they're an extension of me right in in theory and so a lot of the times it's like also it's like okay who's the person that i'm working for like how would they treat someone in this situation like if you don't know it's like okay well how would russell treat them i've had a lot of times we've had employees who will go and they'll snap at somebody and i was like Like you're an extension of me.

Speaker 3 Like, I would never do that. Like, how would you talk to that person if you were me? Like, thinking about that, right?

Speaker 3 All those things weave into this golden rule of just like doing to others you have them doing to you.

Speaker 3 But then also it's like, you know, the people you're working for or working with, it's like, how would they treat some of this situation? Like, I need to match. I need to sync that.

Speaker 3 I got to funnel hack that and model it in my life as well. Look at that.
We're taking values and we're funnel hacking and we're going together. So,

Speaker 3 okay, that's number five. And I got last, one last value I'll share, and then we'll be done for this episode.
And this is one I got a really cool story about.

Speaker 3 So when I was a kid, in fact, it's funny, we did a viral video on Facebook. We had actors act this whole thing out.

Speaker 3 Hired Jay Shetty's team, I think, built this for us and launched it way back in the day. It was really cool

Speaker 3 to kind of, they act out this whole situation. But this is the thing that happened when I was a kid.
I was a kid, and it was a Saturday morning, and my dad gave us all of our chores to the list.

Speaker 3 And my chore was to go clean the car. So I go down in the car, and I'm a typical young kid.
I'm in there vacuuming, doing stuff done. I'm like, hey, I'm done.
I want to go play.

Speaker 3 I'm going to go play basketball. I'm like, hey, dad, I'm done.

Speaker 3 He's like, are you? I'm like, yeah, come check it out. You can see it's done.
And my dad stops for that second. He's like, were you proud of it?

Speaker 3 And

Speaker 3 I was like, oh, well, I don't, I mean, I don't know. He's like, well, if you're proud of it, then you're done.
But if you're not proud of it, go keep doing it until you're proud of it.

Speaker 3 So I was like, okay, so go back down. I'm like, okay, am I proud of it? I'm like, well, all right.
I guess I didn't clean that well. So I'm like, I'm going to go vacuum again.

Speaker 3 I'm going to get all the cracks. I'm going to get all the crevices.
I'm going to do everything, you know. And so I spent more time there for a minute really where it was good.
I come back.

Speaker 3 I'm like, okay, dad, it's done. Can I go play basketball? He's like, were you proud of it?

Speaker 3 I was like, well,

Speaker 3 yeah, but well, okay, let me be back. So I go back down.
I'm like, okay, I keep looking. I'm like, okay, well, there's fingerprints on the windows.
There's stuff I ask.

Speaker 3 I'm like, washing the windows, get it clean. And so I do this with my dad three or four times, going back and forth, back and forth.
And finally, last time I'll come back.

Speaker 3 I'm like, dad, the car's done. I'm going to play play basketball.
He's like, you proud of him? I'm like, yeah, I am. He's like, cool.
If you're proud of it, then you're done.

Speaker 3 And I remember like, there was like this impact. It hit me.
I was like, whoa.

Speaker 3 He didn't care. Like, it wasn't what he thought.
It was like, was I proud of? If I was proud of it, then I did the work correctly. Right.

Speaker 3 So our sixth value we created is called work until proud, right? Like, when is the work done? It's when you're proud of it.

Speaker 3 If you're designing something, you're writing an email, you're working, whatever it is, like.

Speaker 3 When all said and done, when you do the work you're supposed to do here inside of our company or inside of your community, whatever it is, like you got to work until you're proud of them.

Speaker 3 If you're proud of it, it's like congratulations. You're proud of it? Cool.
All right. If you're proud of it, not proud of it, good, you know, go for it.
And so

Speaker 3 that's the standard and what we look at, like when work is done, when we're proud of it. We can look at it and be like, man, I created that.
I'm proud. It turned out really, really good.

Speaker 3 I'm proud of that. Therefore, it's finished.
Like,

Speaker 3 that's kind of the last value here we had for our company. So let me share what we got.

Speaker 3 These are the, again, the six values that us as the prime mover company are going to be focusing on and embodying inside of our company. It's also the lens that we look at everything, right?

Speaker 3 In every situation, something like doesn't feel right. It's like, why does that not feel right?

Speaker 3 It's like, oh, it's because you know, we're not using the golden rule, or hey, that person's not taking extreme ownership, or hey, that person's not over-delivering.

Speaker 3 Like, all everything comes through this lens of those things, right? And so, these are the six values you created. Number one was growth through contribution.
Number two is always over-deliver.

Speaker 3 Number three is funnel hack first. Number four is extreme ownership.
Number five is the golden rule. And number six is work until proud.

Speaker 3 So, those are the values that I'm very proud of here inside the Prime Mover Company.

Speaker 3 I

Speaker 3 I think they embody what I believe. It embodies what I've tried to do from the very beginning, and I think it gives my company and my team a framework to look at.

Speaker 3 I'm hoping also that I've shared this publicly with you guys, that it's giving you as a community something to look at as well.

Speaker 3 Like values that us as a community can embody, that we can look at, that you guys can be doing with your own audiences and your companies and your communities as well.

Speaker 3 And I also want to recommend you guys figuring out what are the things that you value the most for your company and actually sitting down and doing the exercise and figuring it out, like, what are the things you want to value and get your team on board?

Speaker 3 It was really fun today we did the meeting with our team we we proposed the values and everyone was on fire got messages like that was the best meeting ever i was like wow how interesting um

Speaker 3 in the past i remember in clickphones we never focused on the values because i was like we all should have good values like this just be good people like that's the value right and it's good when it's a handful of people but as you grow it's like you got to have standards for people to look at right what are prime movers what aristotle say right we set a standard and we draw and we draw people to us and so uh for us as prime movers of our communities our companies are whatever it is like we are setting the standard and drawing people to to it So if they don't know what that standard is It's hard for them to to follow and so this is me planning the the flag for the prime mover community from our company for our team This is the standard I am setting number one is always going to be like the number one person is growth through contribution number two.

Speaker 3 I'm always going to try to over deliver everything. I'm always going to find first number four.

Speaker 3 I'm always taking stream ownership everything number five I'm always going to practice a golden rule number six. I'm going to work until I'm proud.

Speaker 3 And by doing that, I set the standard and everybody else on our team rises to that. And I hope this is valuable for you guys.
I appreciate you guys. Thank you for listening to the podcast.

Speaker 3 If you enjoyed this, please share it with someone on your team. Share it with your your staff, your employees, your family, your friends, anyone.
It would mean the world to me. Again,

Speaker 3 I am enjoying this new version of the podcast. Hope you guys are as well.
If you are, let me know and please share it with more people. I appreciate you all.
Thanks so much.

Speaker 3 And I'll see you guys on the next episode of The Russell Brunson Show.

Speaker 3 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 3 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 3 That's That's sellingonline.com/slash podcast.

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