Marketing Secrets with Russell Brunson - 3 Roles of Business: Entrepreneurs, Technicians, and RainMakers

Episode Date: September 11, 2024

A few years back, I made an episode of Marketing Secrets about becoming a "RainMaker"—someone who brings in leads and drives revenue within a company, ensuring unlimited earning potential. I originally shot this for a friend, but this principle is far too easily forgotten so I wanted to return to it with you. So whether you’re an entrepreneur or technician, this concept is critical for anyone trying to increase their earning potential. I explore the three main roles in any business: the entrepreneur, the technician, and the rainmaker. While technicians are vital for a business's operations, they often have income ceilings, unlike rainmakers, who possess the ability to bring in new customers and generate money. Becoming a rainmaker means you're indispensable, and there are no limits to your income because you're directly responsible for the company's growth. I also dive into the mindset shifts required to make this transformation, whether you're a videographer, doctor, or anything in between. Key highlights: Entrepreneur vs. Technician: Why technicians often have income caps, while entrepreneurs and rain makers have limitless potential. The Role of the Rainmaker: How to shift your focus from perfecting your craft to making money. Becoming Invaluable: Strategies for positioning yourself as a rainmaker within an organization. Immersion & Learning: Why deep learning and surrounding yourself with the right knowledge are key to mastering this skill. Discover how you can take control of your financial future by mastering the art of making it rain in your business or career by tuning in! Don't forget to check out this awesome deal from Mint Mobile! https://mintmobile.com/funnels And if you want to enjoy the Marketing Secrets Show ad-free, check out http://marketingsecrets.com/adfree Learn more about your ad choices. Visit megaphone.fm/adchoices

Metrolinx and CrossLinx are reminding everyone to be careful as Eglinton Crosstown LRT train testing is in progress. Please be alert, as trains can pass at any time on the tracks. Remember to follow all traffic signals. Be careful along our tracks, and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. What's up, everyone? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast.

I was looking through the archives today and I was trying to find something special for you guys. And I found a video from a couple of years ago. The title of it was how to make it rain, how to become a rainmaker, how to be the person in an organization that has unlimited earning potential no matter where you are. And it's actually a video I made for one of my friends, one of my high school friends who was struggling. And anyway, I refound it last night.

I started listening to it and it's just such an important, timely message. And so I wanted to play it for you guys today on the episode. I said, it's from a couple of years ago. In fact, you'll notice in the intro, I'm driving around a lake on a family vacation with Nora, who is now almost 10 years old, which is crazy. And back then, we were weaning her off the bottle. So some funny stories of being about that.

But anyway, like I said, this is timeless stuff for anybody who is maybe just trying to figure out entrepreneurship or how to be in sales or how to make more money or how to increase your net worth or how to increase your earning potential. It's just a little mindset shift that I think will be powerful for a lot of you guys. And so if not for you, it might be for your kids, might be for someone on your team. So anyway, I wanted to give you guys this episode.

It's kind of a flashback from a few years ago, but it's one of the most powerful, I think, lessons I ever did about how to actually become a Rainmaker inside of either your business or somebody else's business so you have no ceiling on your earning potential. So I hope you enjoy this episode about how to be a Rainmaker. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets

Podcast. All right, everybody. So I hope you guys are doing amazing. So right now, my little baby Nora and I are on a mission. It's a secret mission to get her to hopefully fall asleep. We started weaning her off the bottle about a week ago before our family vacation so that would be so much nicer to not have to have bottles on this trip. That was the good idea, huh Nora?

But what we did think about was the fact that she's insane and now she won't go to bed at all. And so she won't take naps, since her naps happen where she finally passes out. So today, basically, we got back from the lake, we're on a family vacation, and we're on a lake, and we had a really good time. And then, she wouldn't fall asleep,

and we're driving back and forth, and finally, we went to go to the store to buy something for dinner tonight, and when I was coming back, she passed out. And she slept for like three hours. She was so beat and then she woke up and now she won't go back to bed. So this is the second night in a row.

Last night I was also out driving until about midnight. Actually 12.30 she fell asleep last night. So it's 12 o'clock right now. So hopefully in less than 30 minutes she will be asleep. But I am on vacation, having a good time. And if you listened to my last Marking Secrets podcast, I talked about how vacations can be so, it can be really tough for entrepreneurs

because you're not, it's like we're moving. There's no momentum. We're kind of just stuck in this spot. And so that's somewhere that I definitely feel as much fun as vacation is, it's also hard because I'm just like, ah, like, I got stuff to do, people to see, places to go.

And actually, it was interesting, as I was packing the car when I was about to leave, between hiking stuff in and out of the car and everything, I was checking Facebook. And it's interesting, there was a friend who, I don't think I've seen him, I think by the last time we talked, honestly, it was like in elementary school.

I remember sixth grade, it's kind of a funny story. Sixth grade, we were like moving these big, huge boxes and I remember he had this big, huge box and he dropped it. And I don't know why I vividly remember this. I remember him saying, he was super embarrassed that he dropped this box of stuff, and he was saying, someday this is gonna be one of those

things people remember me by. Remember that one day you dropped this huge box? And I remember thinking that was really, really interesting, and now, it's like 30 years later, and I remember that day, it's kind of funny. But anyway, I remember he was in junior high with me in high school, but he was a basketball player, I was a wrestler, so we didn't really cross paths a lot,

but I knew who he was and grew up in elementary school and always had respect for him and everything. When the book of faces came out, Zuckerberg, it was kind of fun because you go back and you start remembering all your high school and junior high and elementary school friends and people from wrestling and all these aspects of your life and you start adding them on Facebook.

He was one of the names that popped up years ago and I added him and then hadn't thought much more about it. And every once in a while I saw like posts from him. So I kind of knew a little bit what he was doing, but not a lot. I just kind of knew that he shifted, you know, his job or his business or his career a couple times and it didn't seem like he was having a lot of success.

And I remember something like it was like last Christmas or something, he posted something really, really negative and I was just like, I felt bad for him. It's also one of those things that, it's one of those weird things. When I first started my business, I started learning about entrepreneurship and started learning how to sell things

and all this world became open to me. I remember at first I wanted to kind of share with everybody and I did. I tried to first I wanted to kind of share with everybody, and I did. I tried to share with my friends, my family members, people at church. Everyone I bumped into, I was so excited. I tried to tell this thing that I had learned.

And I was so excited. I would share with every single person. It was so mind-blowing to me. Most people were just like, oh, cool, yeah, it's nice. I'm like, no, you don't understand. It's not just nice. It was soblowing to me, because most people just, like, oh, cool, yeah, it's nice, I'm like, no, you don't understand, it's not just nice, like, you know, it was so frustrating to me, and, but it's just funny, because, like, that was, like, I always tried to change everybody, and save them, and help them, because I thought, like, that was what I was supposed to do, and after a couple

years, I realized that most of the people, actually, none of the people I ever tried to help ever did anything with it, and it was just, it was really depressing to me. So that's when I shifted back and I started doing the business for a long time. And I think I got into coaching because I wanted to share it. And it was cool when I started coaching people because it was like people that would come

or people who, it was their idea first and they came to me to learn how to do it. And those people I could mold and I could like hope and I could change because they had the desire first, right? And so it's because I've been very cautious in the last probably decade of my life going out of my way to talk to people about this stuff

unless they've raised the hand first, right? And so I saw him last December say something and I was just like, ah, like it's not really my spot to say anything, so I didn't say anything. And then, anyway, as we were leaving, I was just scrolling through Facebook, thinking of packing the cars and, you the cars and I was sneaking out.

I was, you know, do what you do with phones. I looked at the phone real quick and I see this post from him and it was this long post. It was, again, kind of a negative thing. He was talking about how much he was struggling and like, he was trying to make money and like all these things. And I think he said that this last year

he made $25,000 and all that. And that was when he made the entire year and he was really struggling, and he was trying to better things for his family and for his life and for his wife and for all these things, but just couldn't figure it out, and he was just frustrated, and he was just kind of venting. How you doing, Nora?

She's so cute back there. Anyway, I think she fell asleep soon. Anyway, and I felt for him, and I was just like, um, and I felt for him and I was just like, God, do I say something? Do I not? And, um, for whatever reason, I decided to kind of reach out to him. I was just like, Hey man, like the problem, I'm like, we haven't talked in like 20 plus years. Uh, I don't even know if you remember who I am. Um, but like the problem is like, you're not focusing on the right thing. And I was like, I can help you, but I don't want to intrude on my business, but I can help you.

I know what's wrong. It's an easy fix. I was like, in the last year and a half, two years, we've helped, I've been able to coach over 200, almost 200 people now to become a millionaire, and thousands, tens of thousands of people to make $100,000 and more in a year, so it's like, I know the game, I know what it takes and what it doesn't take, and all those kind of things, I was like, I don't want to be that guy who's like, and I said something like that, and then my next post was like, I'm not trying to pitch you on some demo. I'm like, that's not my, I honestly just like, if you want help, I can help you. Cause I know what's wrong. Um, and he was like, really? He's like, yeah, I want to, I want to,

I want to know. And so, um, and so I kind of told him, I told him a couple of things and I said that if you, um, if you do those things and I'll do is I'll record a podcast for you while I'm on my trip, uh, kind of going into more detail. And, uh, so it's and I'll do is I'll record a podcast for you while I'm on my trip, uh, kind of going into more detail. And, uh, it's a flash like three days. I keep thinking about that. I'm excited. So that's what I'm actually doing right now. Um, and I hope it's a benefit for all of you guys. Um, because I think for most people that are stuck, like it's, it's not something that's unique to you. It's, it's not, a lot of times we think like our situation is unique and it's not as a pattern and it's a pattern that happens over and over and over again. And the key to like breaking patterns is recognizing them and then like realizing what the correct pattern is and then replacing it.

So it's like it's, it's not hard. It's just, it's hard because it's the first time most people have gone through it personally. And so it's like, anyway, so that's kind of the context. And so I just want to share kind of this message is really for him. I'm not going to go super specific, but I think it'll be helpful for everybody. And I know that typical people I talk to in this podcast are people who are entrepreneurs already. And this is kind of, I guess, for someone who's on that line between like the job maybe and the entrepreneur, like that line, right?

Where it's like, you're not fully like, I'm an entrepreneur running this way, but you're struggling at the job thing and you're kind of in between. That's what this podcast is for. It's like, I hope it kind of helps. All right, so with that said, I'm gonna jump into this. So the first thing that I kind of told him in this message, I said, all right,

first thing is you're focusing on the wrong thing. And he's like, well, I've been focusing on like perfecting my craft. And just kind of some perspective. The industry he's going into is like film. So he's trying to do movies and videos and all that kind of stuff, right? So he's like, well, I'm focusing on getting better at my craft. And I'm also doing a lot of networking. I was like, okay, yeah, so you were completely focusing on the wrong two things.

You were focusing on things to help you get better at your thing, but I was like, you have to shift your focus to making money. And that's a weird concept, because it's something like, I remember the first time I had that epiphany of like, I need to learn how to make money. I was in school, and I'm learning all this crap, and I'm looking at this stuff, and I'm studying,

and I was like, I'm not actually learning how to make money. I still remember like one of my biggest gripes with college is I took two semesters of accounting and two semesters of finance and they never once taught you how to do your own taxes, which is insane. Insane. School sucks. Anyway, throw that out there for those who were wondering my thoughts about the whole thing. Um, but it's crazy. Like the fact that they don't teach you that thing. Right. And I realized, you know, like I'm not learning how to make money here in school. And I started studying like how to make money. It was interesting how, how different it was. Right. Like it's not, it's not what you're learning in school. And now fast forward, I think

it's been, man, let's see, it'll be my 15 year anniversary in like a month from now. And we got married at the year left of school. So like 14 years, whatever I've been graduating from school. So kind of looking back on it now from this side, sorry, I thought I was waiting for a stop sign. There's no, or the stop light. There's no stop light. It's a stop sign. The Lord's still awake. Um, anyway, so as, as, uh, I look at it now from this lens and looking back, it's interesting. A lot of times, we want something, right? I remember growing up, you always hear your parents and people say, hey, you got to get a good job or you got to go to school so you can get a good education

so you can make good money, right? We all hear that. That's a thing that parents say a lot, right? And so we assume that those two things coincide, like good job, good education equals more money, but not necessarily. Now that I look at it, again, from my perspective, 15 years, 14, 15 years later. It's interesting. So I was thinking about this a lot of the last two or three days,

especially if you want to look at the structure of how people make money. Because there's definitely places you make money and there's places you don't. And most places we're focusing on. He said I'm focusing on getting better at my skills in networking. He's focusing on something that's good, but it's not making money. Okay. And so I'm gonna start at the top. So, um, the top is like a pure entrepreneur, right? So top of a business like a hierarchy chart, right? So boom, the top is like the entrepreneur who starts the business, right? And typically at least the entrepreneurs I like to work with, they're entrepreneurs who are passionate about something, but they're mostly passionate, not just about that thing,

but they're passionate about getting that thing out to people, right? That's what defines an entrepreneur, okay? If any of you guys have read the E-Myth by Michael Gerber, he talks about, you know, what happens with a lot of people is that they think they're entrepreneurs, right? Like they get a job at a bakery shop and they start baking cakes. And they see the dude who owns the bakery shop and they're like, this guy's an idiot. I can do better than him. And then what Michael Gerber says is that they have an entrepreneurial seizure. And then they think, I'm smarter than this person.

I'm going to start my own bakery. So they start their own bakery. He said the problem is that they're not an actual entrepreneur. They're a technician. So there's somebody who's in the business who's doing it, right? Like they're making the bread, they're making the cakes, they're making the stuff. And so, but they look at the entrepreneur who they think is an idiot. And so they say, they have the entrepreneurial seizure and then they decide they want to

become an entrepreneur. And then what happens? They start their own business and they're like, I can make bread better than anybody else or whatever. I can make cakes. And they're passionate about the thing and they create this business and what happens to this business? It fails.

Guess what? It's like whatever, 90 plus percent failure rate of businesses because it's technicians, it's people who think that the key is the thing, okay? They think that the cake is what runs the business. They're passionate about the cake, about the creation of the cake. They understand that that's not the business. The business, the entrepreneur's job

is to be passionate about getting the cake out to as many people as possible. That's where the money's at, right? And so that's why most businesses fail is because it's not an actual entrepreneur running it. It's someone who had an entrepreneurial seizure and is a technician who's trying to do that thing and thinks that they should start a business because of it. Okay. So, um, my, my,

my first question for you, for everyone listening to this is like, are you the entrepreneur? And now the good news is we go deeper into this. Holy cow, the deer's crossed, crossed the path. Um, there, there are ways to make money, not as an entrepreneur in a business, but it's not where you probably think that they are. A lot of people think that, anyway, I'm just thinking, for example, like a doctor, right? Doctors make good money. How many times have you heard you have to become a doctor to make good money or a dentist to become good money, right? So those people make good money, but not like there's no limit to your income money, right? Because a doctor is a technician, right? They just happen to be a highly paid technician because a lot of schooling and things go into

it, but they're still a technician, right? They're not an entrepreneur. They have a definite cap on their income growth always. And so just depending on what technician you pick, let's say you're going into a company to get a job, you're capped by the earning potential of that role you take on, right? If you're a doctor, if you're a dentist, if you're a baker, if you're a support person, whatever, you're capped at whatever that thing is, which is fine. It's just knowing that that's where you're kind of capped at, right? If you want to know cap, the first spot you got to look is being an entrepreneur.

But to be an entrepreneur, you have to understand it's not being passionate about the creation of the thing. It's being passionate about the selling of the thing. There's a big reason why I wrote the Expert Secrets book. Because typically, experts who are really passionate about their topic are also passionate about getting the topic out. Okay. By definition, they're entrepreneurs because they're, they're trying to get the message out about that thing, right? They own the bakery, they made the cake, but they're more excited about telling people about the cake. Like that's what makes them successful entrepreneurs. Typically. That's why I love working with experts. Okay. All right. So there's

the top of the flip this car around and getting out in no man's land now. Um, what's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live. Cause I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love is something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they

found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy has been lately. It's not the time to be gambling with your finances. So Taylor put together this book called the revolving pricing method, and it's awesome. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better. Taylor put together an awesome exclusive deal

just for you guys, my marketing secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets.

Do not miss out. Hey, this is Russell Brunson, and I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the

bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's Working Geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have, first off, the right people,

but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle,

workinggenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to working genius.com again, two G's working

genius, two G's in the middle, working genius.com and then use promo code secrets, S E C R E T S at checkout, get 25% off. Uh, but then we'll take the test again. It takes you 10 minutes. Um, but even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself to make sure you're working in a spot that's going to be the most joy, number one. But then number two, um, it's going to make sure that you are, uh, with your teams getting them in the right seats as well. So, um, anyway, I love this assessment.

Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Uh, take this test for yourself and for your team. And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. So that's the top of this, I don't know what you call it, pyramid scheme of business. But the entrepreneur is the top, right? And that's almost what it looks like. The entrepreneur is the person who makes all the money. But they're also the people that's a risk all of everything, right? And so entrepreneurship is like a scary thing because like you have the no earning potential at the, but you also have one who like all the risks on your back. And for a lot of people, you can't just go out there and become the entrepreneur immediately. Okay. Especially

if you have a wife and kids and things like that. Okay. Um, because you have to have security. And so like, there's this huge draw with, with people who are, who have entrepreneurial desires, but they also have these security needs between their family. And so it's like, that's a hard thing to go and gamble and just jump in that game. I'm going to become the entrepreneur. And so I understand that. So a lot of times, like,

the entrepreneur is not the first place for people. Like, I feel super blessed. I started my entrepreneurial journey about the time I met my wife, and I was able to do a lot of things because she was supporting me. I was going to school. We didn't have kids.

We didn't have all the, we didn't have this need for security at the point that I was getting started, a lot of things because she was supporting me. I was going to school. We didn't have kids. We didn't have this need for security at the point that I was getting started, which I'm so grateful for. I have so much respect for those who step into the entrepreneurial role when they have all those things because it's so much harder.

So it's always easier to start being an entrepreneur and risking everything when you don't have wife and kids and things, right? And so that's kind of one thing. So, but that's one spot, okay? So again, there's different places to make money in companies. There's the best spot, right? Maybe not the best spot.

That's one spot is the entrepreneur at the top, right? All right, so that's number one. Then underneath the entrepreneur inside of an organization, there's got to be the technicians, got to be people doing the thing, right? There's got to be people baking the cakes, got to be people like cleaning the teeth, there's got to be people doing the thing, right? There's got to be people baking the cakes, there's got to be people like cleaning the teeth, there's got to be people cutting the people open, okay? The technicians, right? And so technicians, this is what schooling is actually, like the only reason why school is actually good is because it creates technicians, right? So if you want to become a doctor, you

have to go to school. If you want to be able to drill teeth, you got to go to school. If you want to become a baker, if you want to become a butcher, a baker, a candlestick maker, I don't even know any profession. Oh, another deer just ran by. I want to hit a deer. That'd be scary. Um, but any, any profession that there's like, that's what schooling's for. And so when you're going into school, you're looking at that, you're saying, okay, like any major you decide to go after, like there's kind of an associated salary that range that you're going to fit into. Right. And sometimes it's big, like doctors make good money, but like you're always capped. Like a technician will always be capped by definition of what they are. Okay. Like you just, you are like, and so if you're coming into a business and you're like, I'm a technician looking at this,

like you're capped, like your salary is capped. Okay. So my friend who's doing the video stuff, like he's, he's looking for jobs, um, in, in a business, um, that, that are, that are this, that he's a technician, right? So like, so again, he was saying, I suppose like he makes, he's making, he made $25,000 last year. It's like, well, the reason why is because the need that you are fitting inside of whatever company you're trying to plug into, like, that's what they got budgeted for that. And so that's what you're able to make. Like, you're capped. You can't go above that, right? You should work more hours, more days.

Somebody should find another company that has a bigger budget. It's like, that's another thing. And again, there's nothing wrong with the technician. Just understanding, like, that there's a salary set for that thing. There's a budget set and that's what happens, right? The goal of a business is not to make the technicians rich. I had a finance teacher at Boise State. Tell you what, most teachers I had in school

were always like, what's the job of a business? Oh, to create jobs and to stimulate the economy. They always had this happy-go-lucky tree-hugging attitude about business, right? And I had this one finance teacher said, the only goal of a business is to make the owners money. That's it. If the entrepreneur, the owner is not making money,

the board of directors, whoever running it, if they're not making money, business dies. That's the only purpose and only point of a business is to make the entrepreneur money. Everyone's got to understand that. As a technician, there is no desire for anybody to make more money than what your salary is. Now, you're going to find entrepreneurs, and in my company, I'm very compassionate towards people, and I love what they do. I like creating things out of ceilings towards people and I love what they do. I like creating things without ceilings for people and having incentive plans.

For the most part, as a technician, you're in that range. You have to understand, if you're going to school, that's the earning range you're going to be in. Are you okay with that? If you are, then cool, go for it. That's awesome. Don't complain later when you come back, like, I'm not making what I want like well you picked a profession you picked a your technician you picked this piece and that's all it's worth doesn't matter how much school you went to how much time and effort you put into it like like that's what that task is worth to

the entrepreneur so you understand that okay so technicians but they're essential to a business and they need to be there. And that's what colleges and universities and programs are all created to create those people, okay? Those people are important. But again, that's kind of the pros and the cons of that. Check it out guys, look at this. Flip it over.

She's asleep, woo hoo. 12, 19, so that's a good sign. This podcast might not be three hours long. Oh, she's asleep. Otherwise, it could have been a really long one. Anyway, all right, so there you go. Entrepreneur, unlimited potential, tons of risk, and the role, the reason why an entrepreneur is successful is because they're passionate about the selling of the thing,

getting the message out, not just the message, right? Not just passionate about baking cakes, they're passionate about the selling of the thing, getting the message out, not just the message, right? Not just passionate about baking cakes, they're passionate about getting cakes in as many people's mouths as possible because they're obsessed with the end product, right? That's the difference, okay, there's entrepreneurs. Number two level down in this pyramid is the technicians who are the ones doing the jobs

to make this whole thing happen. Super essential, but have huge earning caps. And depending on what technician role you pick, depends on your earning cap. Okay, now there's one more spot. And this is the spot I want everybody to understand because this is the other spot inside of a company where you have no earning potential. Excuse me, I said it wrong.

You have no earning ceiling. You have unlimited earning potential. Scratch that, I could have been really bad and messed up no earning ceiling. You have unlimited earning potential. Scratch that, I could have been really bad and messed up the whole thing. You have unlimited earning potential. Literally the sky is the limit. And that last piece, so we have entrepreneurs,

we have technicians, and then the third are the rainmakers. They're people that make it rain. They're people that bring leads and money into the business they're the rainmakers now entrepreneurs love rainmakers why because they make it rain you understand that like like that's the secret sauce now most technicians don't understand that because all they know is like I went to school to learn this thing to do this task and they do it they go in and they do, okay? But the person that get rewarded the most outside of the entrepreneur or the company are the rainmakers.

Typically, in most, not, I don't know, most, but like a lot of the businesses that I own, that I'm involved with, the rainmakers a lot of times are entrepreneurs who maybe if they would have started their entrepreneurial journey 10 years who maybe if they would have started their entrepreneur journey 10 years earlier, like they would have been the entrepreneur in the business, but for whatever reason they're not. And it's okay because like they, they can have a lot of things called entrepreneurs. Like, like in the, in their role in the company, like they have the ability to grow and expand as much as they want.

Okay. Cause the rainmakers. So, so what do they do? They make it rain. They bring in, they bring in customers and they make money. Right. They bring money into the company. So if you look at this from an outside perspective, like if you were sum this up, like in college

terms, it's like marketing and sales, marketing, bringing people in sales takes their money. Right. Like that's kind of, that's kind of what it is. Right. And, and it's funny because, um, I don't know what it was. Even like, like most technicians, like if you go to school and you tell someone you want to be a salesperson, like the viewpoint, or even like marketing, I'm in marketing or I'm in sales. The technicians are the ones who always like look down on you like, oh, well, I'm a doctor.

Like, oh, well, I'm a blah. Like they look down on the rainmakers because they think it's like, it's like a sub, I don't know, whatever it is. They think it's like not as good or not as dignified or whatever. What they understand is like the rainmakers make the money. Okay. It is the most dignified, most important position in the entire company. Without the rainmakers, the technician has no job. Okay. Without someone bringing people into your business and then getting the money from bringing people into your business and then getting the money from those people, there's nobody then to be a technician too. You make

as many cakes as you want, but if some dude did not bring those people into the store and take their money, then they're not going to buy a cake, okay? It is the most important role in the business outside the entrepreneur who sets the initial risk to get it going, right? And so even though the technicians talk down on us, marketing and sales people, it happens to be the most important role in every single business, okay? You can tell when businesses are stupid,

when the recessions come and they cut their marketing teams, they cut their sales teams. It's insane to me. I had a chance in my life to live through one of the recessions, the whatever, 2008 thingamadoo. And I had a bunch of my life to live through one of the recessions, the whatever, 2008 thingamadoo. And I had a bunch of friends who were like in marketing jobs. And they were making it rain for a company.

And the company started struggling. So they cut the marketing. And I'm like, you're insane. You're not. Like cut the technicians. They don't do anything. Like don't cut the blood coming into your company. Like marketing and sales is the blood.

It is the rain. The rainmakers are the key. Rainmakers, they don't have a ceiling in most businesses nowadays. Especially if you become good at it. Not a little bit good, but really good. You come to a company and say, look, I can bring in unlimited leads for you. Guess what they're going to do? They will give you anything you want.

That's all companies need. They need leads. The other thing they need, they need sales. They need to take those leads and turn them into cash. They turn them into money. That's how the entrepreneur gets paid. That's how technicians get paid, is by the rainmakers bringing people in, taking their money. That's it. We can try to be romantic about it, but that is it, you guys. You have to understand, if you want to be wealthy, and I'm not talking about making a good income as a technician, because you can do that.

You got to go to school. That sucks. If you want to become wealthy, become rich, you want to make a lot of money, you have to shift your focus from becoming good at being a technician to shifting your focus to understanding how to make it rain. If you can make it rain in a business, you are infinitely valuable. As a technician, you're only valuable as that task is to the person, to the company. They know. They got a budget for it. There you go. If you work in a company, you're like, hey, I do video, then guess what? They have a budget for that. Cool, we pay video guys $3 an hour, $12 an hour, whatever that is right twenty bucks an hour okay for my friend like the companies working for they budget twenty five grand so that's all the money

you're able to get because you're a video person right you're a commodity that's the problem about technicians is their commodities you understand that like it's funny my I was talking to my sister the other day here at our family vacation or whatever and she teaches piano lessons and I love my sister. She's like honestly probably my top three favorite people on planet Earth. And anyway, she teaches piano

and she's like, I'm so busy, I can't keep up anything. I said, well, you should double your prices. She's like, I can't double my prices. I'm like, why not? She's like, a couple things. First off, like if I double my prices, I'll lose half my people. I'm like, why not? She's like a couple of things. First off, like if I double my price, I'll lose half my people. I'm like, can we lose half your people? You double the money.

It means you get, you get double the free time. It's the same amount of money. She's like, well, I can't do that because you know, that's like the set price what people charge for piano lessons where I live. So if I raise my price, let's go to somebody else. And I was like, cause you're a commodity. I'm like, I was like, guess how much people pay for marketing consulting advice? And she's like, I don't know. I'm like, neither do I. But I know that I don't look at what everybody else charges and charge the same thing. I charge the most I possibly can. For example, the other day we had somebody who contacted our office.

And they wanted to do a one-day consult with me. And I was like, I don't have time for a one-day consult. And they're like, well, how much would it cost? And so I told Brent on my team, I was like, tell them it's 100 grand and they can do eight hours, but they have to come to Boise and I'm going home at five o'clock at night

to go get my kids. And he was like, he kind of laughed because he knew they wouldn't say yes to that, right? And then he went and pitched it to me and he came back like five minutes later and he's like, they said yes. And I was like, there you go. Why do I?

Because I'm not a commodity. When you are a video person, you're a commodity. When you are any type of technician, you are a commodity. You are a doctor. You are still a commodity because guess what? Another doctor comes along and he's better than you, less expensive than you, whatever. They can replace you with the other person because you are a commodity. The rainmakers are not commodities. We have to understand. The rainmakers are not commodities. Like that's, we have to understand. Okay. The rainmakers are unique because they understand something that, that, that they can't just learn in school. All right. They know how to get in and I, and especially in school because there's no school that I know of yet that teaches a marketing program that actually is good. Okay. So there you go. So if you're in school trying to become a rainmaker, like

you should drop out today. If you want to be a technician, stick in school, maybe a rainmaker is time to leave. Okay. Other than if you're in school, like honestly, if, if you're trying to do a sport, that's why I was in school. I do that. If you're trying to get, um, find a beautiful spouse, like school's a great place to meet great looking women and probably good looking men. I got no idea. Um, but like, like that's a good spot to be a technician, or excuse me, to be in school, but just so you find your spouse, then leave. Like, it's time to go.

If you wanna make it rain, it's time to go, okay? The rainmakers are the ones that are not a commodity, okay? There's no cost associated, like, people don't budget that out, because they're like, I don't know, like, okay, how would you, like, if I came to a company, I'm like, hey, all right, so I'm going to build you guys a sales funnel. And this funnel has the potential to bring you unlimited leads for forever and make you unlimited amount of money.

How much does that cost? I'm like, well, how much do I want to charge you for? They can't go and price shop me. How are you going to price shop me? Russell Brunson charges $100,000 for a day. How do you price shop that? Go to somebody else, ask Gary Vee, like, what do you cost? And he'll give you his price. But like, he's going to teach way different than I am. Like, if you want what I got, like I'm the only dude that's got it. Right. And so you got to pay me

like what I, what I want to charge you for it. Like I'm not a commodity. Okay. Same if you're a great salesperson, like you're not a commodity, right? Like great salespeople are rare. So if you're an amazing salesperson, you walk into any organization and say, look, hand me your leads. And I just want 20% of everything, you know, eat what I kill. I'm going to take 20% of what I kill. And there's no business on earth that I know that if you walked in and said, look, don't pay me a penny. Just give me all your leads. I want 20% of what I kill.

Almost all of them will say yes to that. Okay? Because you're a rainmaker. So you have no ceiling. Just go kill a whole bunch of stuff and you get, you get your cut, right? Same thing with the, with the person that's making a rain is bringing the leads in the door. Okay. And so a lot of times you're like, well, Russell, I'm the video guy or Russell. I'm a whatever. I'm not, I don't, I don't, I don't know how to make it rain. Like I'm a, I'm a, like right now I'm

basically, I'm a technician. Like I'm unplugged in this technician thing. I said, look, you gotta start studying not how to become a technician. Like you gotta become good at your craft. Okay, I agree with that. Like you gotta become obsessed with it. But you have to become good at understanding how to make money, okay? The study of making money is the key, okay?

So how do I make money? Well, it's understanding like if you're a video person, doing video is a commodity. But if I can understand how to use video to bring in leads, it changes things. Because now I'm not a commodity. Okay? I've got a friend who charges $100,000 to make you a video. Plus 10% of any money that video ever makes you.

Okay? Now, technically, he's no better than anybody else. In fact, I've got friends who would argue he's a lot worse at video than most people. But he knows how to trick that video and how to turn it into cash and bring in customers. He knows how to use it to make it rain. For those of you that are in my world, I've got some tools to help you learn how to take whatever technician skills that you have and learn how to make it rain. So I told my friend, I gave him some advice. I said, I'll record you this podcast, but you've got to do some things for me first.

The first thing you need to do is go back to this podcast, which initially was called Marketing in Your Car. The first 100 episodes, there's a really cheesy jingle. The next 200 episodes, there's a less cheesy jingle, still a little cheesy. And then recently we transformed it into the Marketing Singers Podcast, which I really liked that name. And the new jingle is freaking amazing. Um, so you guys agree. So we got that, we've got that one. Um, I said, go and listen to every episode, start episode one and go through all of them. And I said, what, what's going to happen is you're going to immerse yourself in how to become a rainmaker. I said, you're in a immerse yourself in how to become a rainmaker.

I said, you're going to learn a bunch of random crap and none of it's going to tie together, but it's going to get your mind immersed in this, this, this mindset. Okay. And if you don't like me or my voice, like you can go find somebody else, but find someone who's obsessed with marketing and sales and like rain, the stuff that people pay unlimited money for and start immersing yourself, like listening to it all day, every single day so your mind is just wrapped into the concepts, okay? And I said with geeking out and like going deep in my podcast, your mind's gonna get into it, but you're not gonna have like a blueprint, right?

You're just gonna have like all these thoughts starting to go through your head. It's kind of like all over the place. And it won't be like a path, but it'll be immersion, right? And immersion's the key. Like you gotta get your mind set. Like as you, I mean, Tony it won't be like a path, but it'll be immersion, right? And immersion's the key. Like, you gotta get your mind set. Like, as you, I mean, Tony Robbins talks about this a lot,

and I'm a big believer in pretty much everything Tony says because he's a giant and he's got stage presence like nobody else, and he's amazing in like a billion other reasons, right? But Tony's the man. And he taught me, like, immersion. If you wanna learn something, don't dabble. Like, there's dabblers out there

all over the place who dabble, okay? And my guess is that the things in your life that you struggle at are things you dabbled with. And things in life you excel at are things that you immerse yourself in. Right. That's just how it works. Right. And so if you want to learn how to make it rain, you've got to immerse yourself in just the concepts of people that are making it rain. Okay.

I am so dreading groceries this week. Why? You can skip it. Oh, what? Just like that? Just like that. How about dinner with my third cousin? Skip it.

Prince Fluffy's favorite treats? Skippable. Midnight snacks? Skip. My neighbor's nightly saxophone practices? Uh, nope. You're on your own there. Could have skipped it.

Should have skipped it. Skip to the good part and get groceries, meals, and more delivered right to your door on Skip. Maximize your return on life by investing with RBC and do more of the things you want to do. Like this. Bye-bye, old tile. Hello, new bathroom. This. Oh, wow. Is that a volcano? And this.

Encore! Encore! Woo! Personalized human support and a proven track record of performance. RBC helps you maximize your return on life. Start investing with RBC today. So number two, I told my friend, I said, there's two books you got to read. And I shipped them out to him. So first book is Expert Secrets, okay? Start investing with RBC today. It's kind of like the selling and the messaging and the positioning and all those kind of things. The storytelling and that kind of piece. That's the art.

So I said, read the Expert Secrets book first because that's the art. And the second, read the Dotcom Secrets book because that's the science. It's the art and the science to making it rain. And so when you read both those books, you're going to learn. There's two different perspectives. You'll feel it in the book. One's very much like, here's the structure of how, like, the science of it, that's the dot-com secrets book, the science of how this game is played, and then expert

secrets is the art, okay? Now, what a lot of people think is like, I'm going to master all this, and you don't, okay? Especially if you are someone who would love to be an entrepreneur, but you're, for whatever reason, you're not able to, you want to be an entrepreneur in a company, say, okay, I'm going to go into a company, I'm going to become an entrepreneur for a company, and then look at that and say, okay, I don't even know all this stuff, but I got to understand it all. I got to understand the art and the science, and then with that, I got to figure out where does my skill set fit into that?

Okay, so my friend that's doing video stuff, like, you have a skill set that, in the right hands, is worth a lot of money. In the wrong hands, it's worth 25 grand a year. Okay, you find a company that's growing, you find the right company the right company, the right person to plug into to come and say, look, I want to make it rain for you. Okay. Brandon Fisher, who started doing video stuff for us, uh, two and a half, three years ago, he came in and said, look, uh, and I met him and, and, um, you know, my brother's video stuff for me. And like, like we didn't really need another video person, but he came into me and was like, Hey, like, I want to learn what you're doing. I'll

just do video stuff for free for you. I'm like, all right. So we started doing video stuff for free and did some amazing stuff and started capturing stories for me. He captured Liz Benny's story of her telling her experience with Inner Circle. Basically, he didn't come to me as a video guy. He came to me and was like, I can capture the story

that's going to make your company look a million times better so you can make it rain. He captured the story of Liz Benny. We took that video, put it on a website, started driving traffic to it. That Liz Benny video, I couldn't track it today, but that video probably made me, I don't know, I would say at least $2 million, if not more. That video helped me to make it rain. That video asset to me wasn't worth $25,000 a year. It was worth a heck of a lot more because it helped me to, to, to be able to create customers and convert those customers and get money from those customers. Right. Okay. Um,

but he didn't come to me as I'm going to be a video guy. He came to me like, let me serve you first. Okay. The best thing about rainmakers is if you're good at what you do, which is why it's important. You talked about earlier, like it's important to get really good at your craft, right? Like that is important. I become obsessed, like literally become so obsessed with what you do. You become the best in the world at it. Right. Or at least the best that that person's ever met. Right. Like become obsessed with that. Like that's important. The second thing is like, is like figuring out how to use your skill to make it rain, becoming obsessed with that, that's important. The second thing is figuring out how to use your skill to make it rain and becoming obsessed with that connection piece. That's the missing key, right? Because then you

become an entrepreneur, you own a company, and then you come to the company. Don't come in and try to negotiate a huge fee for a couple of reasons. Number one, you try to negotiate a huge fee, the first thing you're going to do is you're locking yourself in as a technician. Okay. Technicians get paid a salary. Okay. Understand that. Like, so as soon as you negotiate and you locked yourself in and then you're there, you come in the other way and say, look, I'm going to work for free. I'm going to make it rain. And then I just want a piece of what I, what I bring to you. Okay. And you bring it that way and you come in and you help make it rain. And it's completely different. Jay Abraham, one of the greatest marketing strategic minds of all time, his whole thing, he'd come to a company,

he'd say, look, I'm gonna come in, I'll work for free, I just want 20% of the increase. He'd come to a company, he'd add 40, 50, 60, 100 million dollars to their company and just took 20% of the increase. That's what rainmakers do, that's what sells people. You are creating opportunity, you're creating money for them. You're taking percentage of what you create.

That's the key, you guys. That's the key how to be an entrepreneur inside of an organization and have no limit. Okay? Guess who they don't fire in a company? The person that makes it rain. You come to a company and you make it rain, that's it. You write your own paycheck and that point forward. Okay? So how do you do that? Number one, immerse yourself in the stuff, in the marketing and

sales. Okay? Immerse yourself. I would recommend doing it through the podcast because that's I think, I'm obsessed with podcasts. It's the best way to have it ring to your mind all the time. I say start at episode number one of my podcast, click play, and go until you're done. And then a lot of you guys start over. And again, this is not for my own ego, partially. All right, partially for my ego, but mostly it's for you guys, okay?

And again, if for some reason I talk too fast or I'm annoying or whatever, I don't care. Plug into somebody, plug into Grant Cardone or Gary Vaynerchuk or plug into John Lee Dumas. I don't care, find someone, Pat Flynn into Grant Cardone or Gary Vaynerchuk or plug into John Lee Dubas, I don't care. Find someone, Pat Flynn, whoever you resonate with, plug in and go. And don't unplug.

Like, every single day, like, all your free time, you're driving, you're walking, your bathroom breaks, you should be listening to podcasts, like, constantly, okay? That's gonna give you the immersion because immersion's the only way for you to get the connections of like, whoa, this connects to this, and like, you'll start seeing this big picture. Number two is then you need a strategy and a blueprint. Okay. So for

each of you guys, there's two books I've written. I put my heart and my soul. I've read thousands of books sold in like hundreds of millions of dollars worth of stuff to be able to figure out like what actually works and put it into a book. You can read in like a day. So read the expert secrets book, number one, and then read the Dotcom Secrets book. Expert Secrets teaches you the art, Dotcom Secrets teaches you the science, okay? Then you gotta look at what your skill set is and where does that plug into the art and science. You don't have to do everything

to figure out what you are good at, okay? And then what I would recommend doing, this is kind of the next step of it, is like those who have gone through my certified partner program, we certify people to build sales funnels, the ones that are the most successful, the ones that realize that they're not the best at everything. Um, uh, Henry, uh, Kaminsky, one of my, uh, buddies, he was the inner circle for, uh,

for, uh, last year. Um, he talked about when he first came in, he was, he was a graphic designer. He's like, I'm a graphic designer. He's like, I came in and he's like, I kinda come back, he didn't say it this way, but it was like similar, like he understood like art and science. Okay, he's like, I'm really good at graphic design.

I don't know all this other stuff. So he starts studying it and learning it. And you realize like, there's pieces to this. Like if you read dot com secrets and expert secrets, you realize like there's pieces, right? And you can go and become an expert at all of it, or what he said he did, he's like, I built a Voltron team. And some of you guys,

if you're young, you know what a Voltron is, you can go Google it, or you may remember Power Rangers, might be a better one for you guys. Anyway, there's different versions of it, but Voltron, basically, there were like these five, and same with Power Rangers, same storyline, probably same everything, but there's five people, each

had their own superpower, right? And they went out there and they were really good. But then like, there'd be some big bad guy that always come and they couldn't defeat him individually. So they had to group together and become Voltron and all five pieces came together. And then they'd go and they'd fight and then they could come and they could win, right? And so Henry said, he's like, I had to, he said, I realized I was a good designer, but I'm bad at strategy. So I had to bring a, I had to find a strategy person to partner with.

So we partnered with a strategy guy, Dave Arsano, and he's like, I need someone who's good at selling, so he partnered with a salesperson, he partnered with three or four people, and they built this team, this Voltron team, and went out there, within less than a year, Henry made over a million dollars with this little company, right?

Because he understood the art, he understood like, we're rainmakers, and I'm gonna get this piece of it, but I need a couple people together so we can really make it rain. I need someone who can drive traffic, someone to do the sales, he understood like we're rainmakers and I'm going to get this piece of it, but I need a couple people together so we can really make it rain. I need someone who can drive traffic, someone to do the sales, someone that can do these things,

and I'll do the art. Okay, and he did that. So for you guys, and for my friend looking at this, like after you understand the art and the science, you've immersed yourself, so you're learning all these kind of things, right? Then you buy the Expert Secrets and Dotcom Secrets book

and you read both of those. Now you understand the art and the science of how to make it rain. Now you're just looking back and saying, okay, now where do I fit in this? Where, like, what am I passionate about? Like, am I good at the storytelling part? Am I good at the funnels? Am I good at this?

Like, figure out those pieces and then you can go to companies and look at that and say, look, like, I'm really good at this piece. I can bring this thing to you, okay? Or find a partner, find two or three people and come in and say, look, like, we can come and do this thing, okay? A good example of this, you guys and i i don't want to share these kind of numbers but i want to just to just to kind of help right um so some of you guys have seen the harman brothers videos um so you guys know that we are about to launch our harman brothers video which i'm really excited for but they did squatty potty, poopery, uh, chat books,

fiber fix, a whole bunch of great videos. Right. And, um, and they make these, these videos and they're good, right? Really good. They go viral and they're amazing. But if you look at the whole thing, like I accidentally stood back. So, um, I, I wanted to hire them to do a video for me. So I messaged them two days after they'd actually messaged me, which was kind of funny. And they had this, uh, funnel, the fiber fixed funnel. They said the video went viral, but then the funnel wasn't converting and they wanted my help. And I was like, funny, I just want to email you to see if you do video for us. And as I, we got on the phone to kind of talk through it. And I was like, in both of us rainmakers, right? Like they're, they look at

that. It's like our videos make it rain. We know what, we know what they're worth. And so I was like, well, how much does it cost to create a video? And I was like, I was thinking maybe 50, 60 grand or whatever. And, you know, with a very straight face, he's like, well, we charge $500,000 up front plus 20% of ad spend. And I was like, what? And he looks at me straight. He's like, he didn't say this in so many words. But in the words of this episode, he said, you know, we know how to make it rain.

So that's what we're worth and that's what we we charge. And you know, a few months later, I wrote him a check and now they're going to make it rain for us. Right. And same thing. They came to me at the fiber fixed funnel. They're like, Hey, we want you to fill the funnel. How much does it cost? Like we can hire someone and the most funnel stores 10 grand. But for me, it's a quarter million bucks. And he's like, Whoa, why are you so expensive? And I was like, I know how to make it rain. Okay. And so then they did their deal right like because because it worked right and so and then as i as i went with the harman brothers and we did the video i could spend the most amazing experience i can't wait to show you guys the whole behind the scenes video there's some clips on

funnel hacker tv you can see little bits of it here and there but like it's amazing like it's not like two brothers who do this whole thing right like it's these guys who started the business. And then, um, when their, their process is really cool. Like, uh,

when, when we hired them, basically they said, okay, we're gonna do a writing retreat. And they found three amazing writers to write three different scripts for us. So we go to this cabin and they had three writers come and each writer reads their script. Each script was like insanely amazing,

right? But three different comedic scripts. And these guys, again, are, are writers that they hired. They're, they're sketch comedy writers. So you should have three. comedic scripts. And these guys, again, are writers that they hired. They're sketch comedy writers. So he showed up at three, and then they came back and said,

okay, which three would you like the best? So he picked and went back to the best, and they said, okay, so all three guys, and then took those three, this is his cabin, went back, and all three of them went, and then they took the best script, and they took all the jokes, and we've done all the best jokes, and they wrote a new script, and came back and showed it to us again. And it was even more funny, and went back and forth and back and forth for two days to weigh the script then after we had the script approved then

they went and and then they said okay well for the script to happen we have to have props they hired someone to build stages named needed videos they hired video people they need this they they hired all these people to make this amazing thing and I last weekend went and filmed it and then hopefully we're about a little ways away from launching it. But again, with them, it wasn't just them. They had built a Voltron team of people

who could go and execute to make it rain. So you have to start understanding that. Again, we've come back to where we start, like hierarchy of business. There's the entrepreneur. The entrepreneur's there. They are obsessed with getting the message out about their thing.

Not about the thing, but about getting the thing into other people's hands. That's why I love entrepreneurs, because they're tied in this whole marketing thing. Good entrepreneurs are obsessed with the marketing and selling of the thing, okay? They are like the ultimate rainmaker. Number two is the technicians who do the thing,

which are essential to the business, but again, you've got a cap, right? And you're a commodity. So understand that there's a cap and you're a commodity, but you're in there, right? And you're going to have a good, typically secure financial thing, like all those kind of things, like you get security, you get things like that, but you're not going to have like unlimited income. And then you got the rainmakers. Okay. So for you guys, it's looking, it's understanding what a rainmaker does and what it is and how the process works and figuring out how to take your skill your superpower and uncommoditize yourself make you unique make yourself rare make it some people pay you half a million

dollars if you make them a three-minute video that crazy okay so it pays me a quarter million bucks right now to make them a funnel, okay? For me, not that it takes me that long, I just know what order the pages need to go and what messages are in each page. You know how to make it rain. I've been obsessed with this thing for over a decade. Okay, so if you guys, it's like,

it's time to become obsessed, become obsessed in your own company. And if you're the entrepreneur in your company listening to this, okay, become obsessed, okay? You've gotta be the lead rainmaker, okay? Find the technicians, plug in the right people, and like I always say, find A players, not B. A players are 3200 times more effective than the B players.

Find A player technicians, pay them well, because you don't want to go find other technicians. Like, plug in the best technicians you can find, okay? And then go find rainmakers. And if you try to like cap rainmakers, they will leave you. But understand that. So you, as an entrepreneur, like find rainmakers

and give them the ability to have unlimited ceilings in their income. Because if they do that, again, our rainmaker is just an entrepreneur who, for whatever reason, life circumstances, isn't able to go out on their own and do it, which is totally cool. There's nothing wrong with that.

Like if it wasn't for all the entrepreneurs in my business, like our company is like 99% entrepreneurs. If it wasn't for my entrepreneurs, we would not be where we are today. Okay, and I try to like create our businesses in ways that people can grow and have, you know, have unlimited earning potential. It's like that's the key.

And if you guys listening who that's you and maybe you're stuck in a technician role or you want more or you're in this thing where you want to be an entrepreneur but you can't, or whatever, this is where to focus on. Learning how to make it rain. And then building a team around you, finding people, finding other pieces.

And networking not so much like finding jobs, networking to find people that help you to be able to make it right. As soon as you have a team, as soon as you personally or your team can do that, you can go to any business on planet Earth and write your own paycheck. And then it comes down to picking the right businesses,

and that's a whole other lecture for a whole other day. Because I've seen some funnel consultants who go in the mail, and they get paid $10,000 to build a funnel, other guys get paid 100 grand. The only difference is who they're pitching to, right? If somebody is, and it's interesting, I was, and I'm not privy to share the details, but the Harmon Brother campaigns, right?

Like, if you look at them, one of them was Purple Mattress, which is a $1,000 mattress. Like, because every sale makes them $1,000, that's been one of their most successful campaigns. Chatbooks is an amazing, probably the most viral video they had, but each sale doesn't bring in, you know, the value of each customer is a lot less,

so it's harder to pay to bring, it's harder to continue to make that one rain. And so, and the same thing with all you guys, like, if the customer or the client that you're working for, if their average customer value is 30 bucks, like if you're working for a restaurant, like you're making 30 bucks, it's not good, but if you're working for a company

where each customer's worth $25,000, it's a lot easier to justify what you want to charge people, stuff like that. So, all right, well, it's late. It's almost 1. I've got to be up in like 6 hours to go to the water park. I'm going to end today's podcast.

I hope that helps you kind of look at how business works and understanding that for you to be successful and make money, you have to understand how to make money. You've got to learn how to make money. Don't just learn at your skill because if you do that,

you'll become a technician, which is fine if that's where you're happy with. But if you really want financial freedom and wealth and no limits and no ceiling, you want to be able to grow, it comes down to studying money and understanding how it works, understanding the marketing and the sales. Getting people in the door and getting their money from them is the most valuable part of any business. I don't care what the hoity-toity doctors tell you. I don't care what all the people

in school and colleges. It's the most dignified, most important role in business. If it wasn't for it, business would stop. The economy would stop. It's figuring out how to plug in your skill set into that piece of business because that's where the money's made. And when you're part of the people making the money, it gives you the ability to have a percentage of that. And yeah. So I hope that helps. So for my friend who's listening

and for everyone else listening, once again, immersion. Get the blueprint. Figure out where your unique abilities and unique talents can plug in to that blueprint to make it rain. For a company, when you do that, you got what you need. And a whole bunch more. So, hope it helps you guys.

Hope it helps, buddy. I won't say your name because, you know. But I appreciate you and hopefully hang out with you someday. Again, and everybody else, have a good night. Bye, everybody.