Marketing Secrets with Russell Brunson - BECOMING The Person Who Can Achieve Your Goals...

Episode Date: January 1, 2022

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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, everybody? This is Russell Brunson. Welcome back to Marketing Secrets Podcast.

Today's episode, you guys have a chance to listen in on a really fun actually interview that Josh Forte and I did today about goal setting and what that looks like. I know that we're, at the time we're recording this, it's almost the new year. And so he asked me the questions about how I set goals, how do I make sure I hit my goals and reach them? And what does that look like? And I was excited because it's actually a topic that I'm writing extensively about in my new book. And so anyway, a lot of things are kind of top of mind and we had some fun with it. It went longer than we thought. And so I had to go fast through some things. Someday maybe I'll do a three or five day or two week, two month long event teaching these topics.

But hopefully it gives you a headstart to kind of figure out what it is you want in life. What kind of goals you want to set for this year and then how you actually make sure you achieve those. Stuff that's fascinating to me. And hopefully you guys will find some cool stuff in it as well. And at the end of it, there's assignments.

So make sure you do it. And if you do that, in fact, I'd block out two or three hours during this New Year's break as you're kind of figuring out what you want to do with your life over the next 12 months and go through this audio and then actually do the assignment at the end. And if you do that, your chances of hitting that goal will dramatically go up. All right.

With that said, we're going to cue the theme song. And when we get back, you have a chance to listen in on an interview with me and Josh Forty. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the

answer. My name is Russell Brunson, and welcome to Marketing Secrets. What's up, everybody? Welcome back to the Marketing Secrets Podcast. Today, I'm here once again with Josh Forte, and at the time of recording this, it's a little after Christmas. We're getting ready for the New Year's, and world domination. I think today, we're going to be talking about how to focus and goal setting, all that kind of stuff. Is that right?

Is that the good stuff we're doing? Yeah, yeah. Today's episode is a good one. I'm so excited for this because, I mean, we get to listen to Russell Brunson tell us how he picks his goals, how he's going to play in the world. It's going to be great. I'm excited too because some of you guys know I'm actually working – well, off and on. It just depends on – but I have another book in the works that'm working on and it's my first like personal development book but for me personal development is definitely around like picking a target and uh and running towards it with definiteness of purpose and trying to accomplish

the thing and so um as i've been not right i wrote i wrote 200 pages of the book i told you this when you were out in boy i know i'm waiting for my copyright and then i thought i hated it so i got so i i i didn't hate the book like it's good stuff. I'm putting it in the new, uh, the behind the scenes newsletter. I can putting the chapters in there. So it's being reused, but I wasn't happy with like how it turned out. It's like a book book. And so I'm starting, excuse me, starting over from scratch and rethinking it all. And, um, so that's the phase I'm in right now, but a lot of it is tied around what we're talking about today. So, um, it should be good. I mean, I'm excited for this. Heck yeah. Awesome. Well, let's kick it off and get started with that note.

So whenever we sit down for podcasts, I like go and I like kind of, it's interesting because now that we're doing so many, normally when I do like long form interviews or because we record up, you know, kind of in batches, right? Normally when I sit down, I'm just like record go. But like you can only do that so many times with somebody before you just, you have to start planning topics at a time. Right. So I'm on the plane yesterday or a couple of days ago, whenever we flew back home and we

got to upgrade to first class for like $47. It was great. I'm like there on my computer, just like have room. And so I was thinking like walking through the topics that we wanted to cover over the next couple episodes. And one that kept coming up and kind of my mind kept coming back to is like goal setting, right? We're sitting here, we're coming to the end of this year. The last two years have really just kind of been crazy, right? Like 2020 was super, super uncertain. 2021 was a little bit more certain, but we all know we're not back to reality yet, right? With everything. And so I was like, all right, how do you set goals? Not only in the midst of just chaos, but just in general, right? Because there's so many different ways you can think about goals and set goals and like do targets and all

the different things. And so as we kind of wrap up this year, as we bring this year to an end, and as you, we look ahead to 2022, what are like the areas specifically that like you look at as far as like setting goals and how do you set goals effectively that you're going to stick to? Cause I think that's a big thing for a lot of people is they can write down, like, I want to make $1 million this year. I want to lose weight. You know what I'm saying? But like, how do we actually do that? Right. Do you break it down? Like, how does that work? Yeah. So I say, again, this is like, we could write a whole, you know, 25 book topic on this. So I'll just go over some of the highlights of things I think about. Um, one of them actually, I got from Sharf and that was interesting. Um, he spoke at Fun Hockey Live Orlando and we did a

little session on stage and it was interesting because he was talking about it from a team building standpoint. But, um, I took this principle back and I started implementing with my family and then in my own personal life and he talked about how a lot of people set a goal like it I want to make a million dollars I want to and he said if you structure it and you look at it differently if you look at it like a football game um or a football team is different right like like he said if you said look at the goals there's always always like the main goal of anyone who's a football player is like, they want to be in the hall of fame. Like that's like their legacy, their legend.

Like there's the hall of fame goal. Right. And so that's the first thing is like, what's the hall of fame goal. And then you break it down from there. It's like, okay, now what's the Superbowl? Like what, what do you have to do to win the Superbowl in football, Superbowl for you, what it is. And then from there you break it down to like, okay,

what are the things you got to do to win this game, this quarter, this half and like, and things like that. is. And then from there, you break it down to like, okay, what are the things you got to do to win this game, this quarter, this half, and things like that, right? So it's breaking things down like that. And so I did this with my family, man, like two or three years ago. It was really cool. We said like for our family, what's our Hall of Fame goal for our family? Like what is the big thing like where we're like I made it to the Hall of Fame. Like I'm a legend.

This is amazing. So we set a goal for the family. And I've been thinking about that with ClickFunnels and with me and my mission. What's my Hall of Fame goal? So that's kind of the first thing to think through because it's not something like I'm going to get it this year. I'm going to get it. But it's like I'm going to be doing a lot of things to eventually when I retire, like I did this thing and I'm in the Hall of Fame. What is that for you? Because if you don't know what that is, it's hard to reverse engineer everything backwards.

A lot of times entrepreneurs are good at just running like ready, fire, aim, but we're not like thinking, and I'm, I'm, I'm as bad as anyone else, right? Again, I want to hit two column, I want to hit, I want to make a million dollars, then 10, then a hundred. Like you keep looking at these things as opposed to like, like what's the end goal of where you're trying to get to? So that's firstly hall of fame goal. And then what's your version of the super bowl?

And the super bowl is more like in my mind, like next 12 months, like what are you going to do? Right. Yeah. And so that's kind of the – that's like the bigger one I think a lot of people are thinking about when you're trying to like January 1st, like setting your New Year's goal. It's like this is your Super Bowl goal. Next 12 months, this is the thing I want to accomplish. And it's not 12 things.

Like football teams aren't like, okay, I'm going to do – I'm going to win the Super Bowl and I'm going to win this. I'm going to win this. I'm like – no, there's just one goal. There's just going to be one thing that you're focusing on. And then underneath there, there's like all the things you got to do to be able to accomplish that. And that's where these, these sub goals come in. Right.

And so that's kind of the first phase. Um, any questions about before I kind of move on to the next? Yeah. Well, no, just a comment on that. I was reading the book next to me, uh, the book essentialism. Have you ever read that book? Uh, yes. Back in the day I did.

Okay. Super, super good. Right. And one of the things that he talks about there is he's like, it's always funny to me when companies say that their company has a lot of priorities. He's like, you can't have a lot of priorities. You can have a priority, and then everything else comes secondary, right? So whenever I walk into a company, they're like, our priority is customer service and this and that, you know, all the other ones. He's like, then you don't have any priorities, right?

And so he's like, when you sit down, what's the number one thing? What is the thing that if that thing happens, it is a success, right? The whole year, that's what the thing was. And so sitting down, I noticed that for me and my company, for us, our number one priority for next year is not, yes, we have a revenue goal. And yes, we have quarter goals and all the different things. But for us, the number one goal is we want to build the very best product in the space for what we do right like that is the goal like for 12 months that is our goal and so now everything else comes secondary and so like when you're talking about that it's like what is the goal like i i love football right so football

is that how i do all my analogies right like the super bowl is the 12 month goal right and what's interesting about that is the super Bowl is a collective team goal. The Hall of Fame is an individual goal, right, which is super interesting because then you can have your own individual. But then as a team and as I'm starting to grow a team more and things like that, like having that really clear goal, I think was really cool. So no, just some comments, but no questions on that. I love that. Very cool. So then like – and you can tell like who I'm studying right now by some of my phrases. So like I've been going deep into Napoleon Hill and Charles Hanel and like all the old-time people right now.

That's who my mind has been with. And it's interesting because as I study all of them, like especially Napoleon Hill, like what he talks about all the time is like you've got to pick a goal and then you have to move forward with definiteness of purpose. And he uses that phrase and took me forever. I couldn't even like say the word right because it's such a weird word. But definiteness of purpose. And it's like when I think about that, definiteness of purpose, it's like this. If I'm not like, I couldn't even like say the word, right. Cause it's such a weird word, but it's like, when I think about that definite purpose, it's like, this is what I'm doing. Like the super bowl, like I'm going forward. There's the goal. I'm not just dabbling and hopefully I'll figure out my way. Like I, I got my sights on the goal. I'm moving forward with definites of purpose means I'm like, everything is going towards that thing. Right.

And so, um, you know, that that's the biggest thing. And, um, I was reading a Charles Handel book last night and like, he, he's got a real master key system and a bunch of other really cool old books. Um, and when he talked about his desire, like a lot of people like, Oh, I want to go, like, I want to hit two comic club, but then their, their desire isn't big enough to actually get them moving forward with definite a purpose. Right. Like, and he shared the story and I've, I've heard the story a thousand times over the years. I'm sure everyone's heard it. I think my math teacher used to tell, he said it was Euclid that told this story in this book. I don't know what his story is, but basically the dude comes up to the guru and is like,

I want to learn how to do whatever. I want to learn how to make money online. I want to learn how to whatever the thing is, right? And so the guru is like, well, meet me tomorrow morning at the beach, and I'll show you how to do that. So the next morning, meets the dude at the beach. The guru walks him out in the water, and they get deeper and deeper and deeper. And he gets to the point where the water's up to the kid's head or whatever. And he grabs his head and shoves it under the water.

And he holds him there. The guy's fighting and failing. And he's about to die. And then he pulls the guy out of the water. And the guy's like, what are you doing? And he's like, when you want the thing you want as bad as you want it there, you're going to get it. And that's like this desire thing. So we have the goal.

We have to move forward with definiteness of purpose. That becomes the focal point of everything we're doing. And then the last piece is that desire. Because most people that I find who don't have success is because they don't have desire. For me, when I was wrestling and I wanted to be a state champ, I had so much desire. I couldn't stop thinking about it. It was day and night. I sat in class and all I could think about was different wrestling moves and what I could do to increase my strength and my cardio better and how to get the moves better because my desire was so strong for that thing.

And for me, business was the same one. I got into business like I just wanted to figure this out and make money and to grow a company. I had so much desire that it happened, right? I think most people just don't have desire. Like, oh, it's a set of goal. And it's like, hopefully I make that. Um, like if that's where you're going into it, like you're not going to be successful. What's the, what's the, um, the Yoda quote? Like, like do or do not, there is no try. Yeah. Like if you ask them like, what's your goal? And they're like, Oh, I'm going to try to whatever. It's like,

you're not going to make it like, why not? Like, cause you said, I'm going to try to do it. Right. You have to be like definiteness of purpose. I'm going to be a state champ. I'm going to hit it to comic club. I'm going to make a million it. You have to be like definiteness of purpose. I'm going to be a state champ. I'm going to hit it to Comic Club. I'm going to make a million dollars. I'm going to make 10. I'm going to make 100. I'm going to get to a billion dollars. I'm going to get to 200,000 customers.

This is what I am doing, and my desire is high. I'm moving forward, definite of purpose, and that's where it begins with. Yeah, and I think part of the thing that goes with that is Tony Robbins. Gosh, every time you bring Tony Robbins in, like there's, it's never, it's never bad, right? Like he's like, you could do that every single year and it would never get old. Right. Um, but you know, he says, I mean, he says a million times, he's like, you have to be so specific with what you want. Right. He's like, people come to me all the time. And like, I've heard him say this a million times, but just, he was, we got second row right behind you.

Cause Parker Woodward came over shout out parker and he's like staring into your soul and he's like you want a million he's like you want more money fine here's a dollar you have more money move get out of my way right and he's like or get out of here i'm like dang right like if you're not so specific with what you want like you'll get it yeah right but it's not going to be what you actually want because you're not specific with it and so like with definite it's a purposeess of purpose, I feel like one of the keys to that is to be very specific with what that purpose is. Yep. You know what I'm saying?

Oh, I want to get better. I want to get – yeah, it's got to be something tangible. You can touch it, and you know when you got it. You know when you went to the Super Bowl if you got the Super Bowl or not. I can't be like, where did you go last year? Like, oh, did you hit it? Oh, I don't know. Therein lies the problem, right?

That's the specific move forward. Definite purpose is your desire is not high enough. You don't know if you hit it or not. Like that's a problem. Yeah. Yeah. So that's kind of the first stuff. Well, one more thing on that. Um, I think it also helps you if you can get really like setting clear goals is like a

muscle. I feel like like this, it's a skillset that's learned. And I was listening to Alex Becker, uh, which I know, you know, Alex and like, dude's like just a mega genius, man. Like his mind, like I, if I can ever get him on the podcast, I'll let you know. Cause I get like a 30 second podcast with him. Right. Right. It'd be a profanity laced, you know, thing full of truth. And you'd be like, wow, I have to process. Anyway, I was listening to him. He was doing his – I was watching his training on YouTube ads and going through.

And he's like, what people need to understand is that all of marketing is the exact same thing when it comes to running ads. And actually, I still have it written up on my board. He goes, every single person wants the exact same thing. They want a result. They want a consistent system to get there, and they want it fast. That's it, right? He's like, if you just are able to specifically call out the result, provide a specific system to get there, and do it faster than anybody else, you will win every single time, right? I feel like a lot of goal setting is that, right?

It's like, what is the result that you're actually trying to go after and get to, right? Like if you're not specific on that result, like try marketing something where there's no specific outcome. It's so hard, right? And so the more clear you can get on that specific outcome, the more clear that you can get on the outcome that you're providing for your customer. I feel like that's like a learned skill that transfers in other areas besides just goal setting. You know what I mean? Oh, for sure. That's awesome. Becker's smart, man. I did one call off in one time, and it was literally like three minutes long, and I was like, that's all I got, and it was done. I was like, that was amazing.

Anyway, so. Yeah. Yeah. Becker, he's a freak of nature, that's for sure. Yeah. So. Okay, I got four more things to talk about related. Okay.

This is like, I got this from Tom Bilyeu, because Tom's one of the people, like, again, just brilliant. And he said something in like three or four podcasts just kind of like as a blah blah blah like just kind of like just went off on it

and I remember one day so I finally I messaged him on text message I sent an audio message I was like okay you said this I want to make sure I understand this right

and he wrote back like he messaged back he's like kind of but you kind of got it all wrong I'm like what so I had to follow him because I was like I'm writing this book

and like this thing you just shared was so powerful. I'm like, can you – I need to map it out. So I spent an hour with him on the phone and mapped it out. I drew it out. I was like, is this what you're talking about? He's like, oh, yeah, that's what I'm talking about. I'm like, oh. So it's going to be in the new books because it's core foundational.

I'm going to kind of go through with you guys because there's – because a lot of times – and I didn't know this. There were things that I did unconsciously related to these things. But now that I consciously know this, I'm going deep in it. In fact, I'm planning our Two Common Club X, my inner circle members, we're going to Mexico in March. And I'm thinking I'm going to do a three-day event in Mexico just going deep on this alone because this is like the key to everything you want in life. So there's the pre-frame. You guys ready for me to drop? I'm ready.

I'm hooked. Okay. What's up, everybody? a pre-frame. You guys ready for me to drop? I'm ready. I'm hooked. Okay. 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 because 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

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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 to 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. 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 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. Um, now normally this assessment, you can go to working genius.com and there's two G's in the middle working genius.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. Uh, but you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com

and then use promo code secrets, S-E-C-R-E-T-S at checkout, get 25% off. But then we'll take the test. Again, it takes you 10 minutes, 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 gonna give you the most joy, number one. But then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. 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 what Tom said was interesting. He said a lot of times we set a goal, but what we don't realize is that for us to get the goal, we can't be who we are today. Cause if we were, we'd already have the thing, right? Like we have to actually evolve and change and become something different if we're

going to achieve the thing we do. So then how do you become something different? And that's where you're kind of like in this weird limbo thing, right? And so there are four core things that really tie into this. And so I'll kind of talk briefly on each one as much as we can in the time we have. So the first one is after you know, like, this is the goal. It's very specific, definite purpose. I got desire to go there. The first thing we have to do is have an identity shift, right? Like our identity has to be different than what we are right now. Um, if we don't shift it, then we struggle. So I started looking back at the things I've had success in life. For me, the very first one was a wrestler.

And I remember I got into wrestling, I liked it, I was good at it, but I wasn't great at it. But it wasn't until like, and I can, I don't have time to probably tell this specific story, but I remember a specific story where something happened where that day I was like, I'm a wrestler. This is me, this is who I am. I'm a wrestler, and as a wrestler,

I'm gonna do what wrestlers do, right? And Tom, when I was talking to him, I mentioned that. And he's like, now imagine this. Instead of saying I was a wrestler, what if he said I'm a world-class wrestler or I'm a state champion wrestler? He's like just by changing the identity that you're kind of putting on yourself changes how you view everything, right? And for me, I viewed myself as like a champion wrestler. And I viewed myself like I'm someone who's a state champion. Therefore, I started looking at what do the state champions do?

How are they doing it? What do they believe? What do they think? What do they do? What do they value? And I started matching my beliefs, values, and rules based on that. But the first thing is that you have to realize what's the identity you want to put on yourself? And I think most people don't do it consciously.

I didn't do it consciously. But when you become aware of it, it changes things. At Fun Locking Live, Anthony Trucks talked about identity. And it was such a powerful thing. Like if we figure out how to like put these identities on ourselves, it makes everything else become easier. So the first thing is like understanding, okay, what's the identity I got to put on my shoulders if I'm going to become the person who's going to be able to reach that goal? And the identity is like – and we got to think through that and strategize and figure that out. Because if you don't – if you pick the wrong identity, like, oh, I'm an athlete, that's good. But I'm not going to become a to reach that goal and the identities like and we got to think through that and strategize and figure that out because if you don't if you pick the wrong identity oh i'm an

athlete that's good but i'm not gonna become a world-class wrestler if my identity is an athlete if my identity is i'm a world-class wrestler i'm gonna become a world-class wrestler right like you gotta you know and when i got into business was the same kind of thing i was dabbling and dabbling and dabbling until um i figured out like i wanted to be an entrepreneur and then after that it was it wasn't just an entrepreneur like it's shifting it's changed throughout time but the identity is the key because everything struck like you start doing things differently when you have different identity one of the identities i've recently and i did a podcast about this i've kind of put on myself is that

i'm not just an entrepreneur or i'm not like like i'm a curator and by me just by me saying that i've literally bought i'd say conservatively probably 3 000 books in the last three months um um, that I'm buying, that I'm going through, that I'm curating old books, trying to figure out all these kinds of things because like I had the identity, I put the identity upon myself and also like it shifts my behavior because of that. So identity is the first thing. And again, we could talk for a day on identity, but like understanding like what is the identity that you're going to have to have to be able to become the person who's going to go get that thing. Okay. Can I touch on that just really briefly? Okay. Only because I don't know, I've spent like a hundred thousand dollars in coaching on this exact topic. So like, it was so crazy when I was working with Katie and like

lots of other people. Have you ever read the book, uh, psycho cybernetics? Yes, dude. That book changed. That was the first personal development book I ever read. I'm trying to buy the rights to that book right now. Just so you know, dude, dude. Dude. It's so good. Why do you get to do all the cool stuff, Russell? Anyway, that's my identity. It's what I do. But like I read that book, and it completely changed my whole perspective on life, right? And for the premise of the book, for those of you that don't know, there's a guy. He was a plastic surgeon.

He did like rebuilds people's faces and stuff. And he realized that when he would make even the smallest tweaks in people's faces, that it would change their entire life, like everything about their life and their change based on how they saw themselves like basically in the mirror. Right. And so this whole premise of the identity, part of it is like when you have an identity shift, you actually believe it now. And there's so many people that are like they like want something. But the reason they don't do it is because they don't believe it's possible. They don't believe they don't see themselves as the person that's able to do that. Right. And so like one of the things I thought about doing with the podcast, you know, sometime down the road is like openly dream 100 in people.

Like, how cool would it be to like have on the board of like, hey, guys, we're all dream 100 in Elon Musk right now. Right. Like how cool that. But it's like if you have the identity, like I'm going to dream 100 Elon Musk. Then all of a sudden it just becomes like, oh, for the next for the next three five ten years like it doesn't matter if you haven't gotten there yet that's just who you are it's just what you're trying to do it's just what you're doing and by default your brain starts thinking differently so anyway i love that i don't want to take any more out of that but like that one concept changed my whole entire life of understanding that if you shift your identity by default you'll get to where you want to go yeah it's yeah it's huge and again i look at the things i've been successful in my life, and again, looking

backwards, I was like, oh my gosh, I didn't realize, but I had an identity shift. Tangible. In fact, I remember the day that it happened, and it changed everything for me. It was the day I became a wrestler. It was the day I became an entrepreneur. It was the day it shifts things. And so anyway, so that's number one. So identity.

Now, under identity, if you look at the way my graphic, I got identity at the top, and there's three kind of pillars that go underneath identity. Um, and they're all super powerful and they all have different purposes and things. But, um, so if you look at one of the legs under identity is beliefs, like, what do you believe? And beliefs are cool. Cause beliefs, I feel like beliefs can change. And, um, but like, like I have to figure out like what are the beliefs I need to have to be able to achieve this thing, right? Like if I believe that making money is difficult, I am not ever going to make money. If I believe making money is easy, it's going to be really easy for me to make money, right? If I believe that I'm a good athlete, I'm going to be able to be a good athlete. If I believe that I, um, that like eating healthy is going to make me have more success, I'm probably need to eat more healthy. And so the second phase is like figuring out what are these beliefs that you need to have? And some of them you already have inherently, a lot of them you don't yet. And so that's why like when you have this identity, it's like, hey, well, man,

if I want to be a world-class wrestler, what do world-class wrestlers believe? If I want to be an entrepreneur, what do world-class entrepreneurs believe, right? Like what are those beliefs? And sitting down physically, I've been doing this recently. This is part of my New Year's thing I'm doing now is I'm listening. I hear all the things I either believe or I need to believe to be able to hit this goal. Right? And so I start writing out these beliefs. Now, the thing about beliefs is hard is just by you writing down, like, I believe this thing, does not necessarily mean you're going to believe that thing.

And this is where most of personal development is affecting this tier, this leg of this, of this thing. It's like, I've got to, like, if I, if I need to believe I need to be successful, like I'm going to go read a bunch of Tony Robbins books because he's going to help me instill this belief in me until I actually believe it. Or I'm going to list a bunch of podcasts or whatever that thing might be. Right. Or if I, I believe that eating healthy is going to make me more successful. Like you may say, I know I need that belief, but I don't really believe right now.

That's why I keep going back to cookies and candies and ice cream or whatever. Right? So like you need to instill that belief. So it's like, this is where personal development comes. It's like, okay, if I, if I, if I, if I believe this belief is going to help me get to the thing I need to do, I need to go listen to everybody that's talking about health or fitness or whatever that is until that belief becomes so ingrained in my psyche that like now I actually believe it because when I believe it, now it becomes, it becomes really easy to do. When I believed I was, when I believed in wrestling, if I got on top of anybody in this country that I could turn them, then guess what?

So they got on top of anybody in this country. I could turn them, right? Cause I believed it at such a deep level. I always tell people like my core job at ClickFunnels is to be like the belief cheerleader. Like if I can get you guys to believe in yourselves, like that's it because it's not that difficult. Like all these things are not hard. The hardest thing is getting you to believe it's actually going to work. Right. And believe that if I buy ads, it's going to work. Believing that

if I, I'm going to lose money on the front end, but it's going to be successful. I believe that if I put myself out there, it's not going to be scary. I believe. So it's like, I got to get you to believe those things, but if you can do it, then it becomes easy. So I look at like, who's already achieved what I want. What are the things that they believe? And then I got to start focusing on like getting those beliefs wired into my brain so that I actually believe them. Okay? Yeah. And I always tell people this.

Like the biggest problem we have as humans is like we always want to try to like conform the world to what we believe, and that's not the right strategy. Especially I see in this religion all the time where like people are like, they're trying to convince like, like this is what God should believe. It's like, no, no, no. Like if you really want to be successful, like in religion, like you have to figure out what does God believe? And then you shift your beliefs to that. You don't kind of like bend God's will to yours. Like that's, that's insane. Like, why would you even think that's okay? That's like, we need to believe what he believes. It's not trying to get him to believe what I believe. Right. And that's like the extreme example is, is religion and God, but it's true in anything, right? Like if I was going to be a basketball player, I would go figure out what

Michael Jordan believes. I would, I would do everything I can to believe what he believes. I would not be trying to like conform Michael Jordan, um, belief patterns to mine. Okay. Because he's done it and I haven't yet. Right. And so that's the next step is like, is figuring out like, what are the beliefs I have to have to be successful? And then I got to go and like, start plugging this stuff into my ears and my head, reading and listening and everything, until these beliefs become so real that they become real. Because that's the hardest thing.

Beliefs are the one. The other two I'm going to share are much more simpler, I think. Beliefs are the ones that are like, they come and they go, and it's like this is where it takes the mental mind power to make those things actually stick. Does that make sense? Yeah. Yeah, no, for sure.

I have so many thoughts on that, but for the sake of time, like, oh my gosh. Belief. I think that's the hardest thing. Like you said, it's one of the hardest things, though. But I love the religion example because it's like, what was that? There's that one quote on it that says, we will question everything except for the things we truly believe. Right? And it's like, religion is a perfect example of this.

It's like, I believe that Jesus came down and died on the cross for my sins. Like, I believe that. I never, it's never, I've never even questioned it. And I've questioned pretty much everything in my belief. But I'm like, if I believe Christianity to be true, I by default believe that. Right? Right? Like, I believe that that happened.

And so when I talk to people that don't have that worldview, it's like, you're not even having the same conversation. Like, it's not even worth debating on some particular topic about right or wrong. Because like they don't believe this and I do. And they're like it's a fundamental different thing about you. So anyway. Yeah. Talk a million years on it. So I'm a mission for my church.

Not to get religion, but I had that same thing. I was out there knocking on doors, telling people about God and about Jesus. And all of a sudden I realized, oh my gosh, like most people don't believe in this. Right. Like it was freaky for me. Like all the way back to like do i actually believe in christ do i actually believe there's a god and i had to question those things and figure it out and get the belief and then it was strengthened everything i was doing moving forward but same thing in in anything we're doing in life so beliefs are beliefs we'll do the more we'll do the mormon episode because i have i have you on that. I got to finish the podcast first. It's not all the way done yet, but that will come.

Once I know everything you believe, Russell, then I'm going to come question you on it. Yeah, I'm excited. One thing would be cool if you guys want – if you type in – to Google, type in Tom Bilyeu impact theory beliefs. He actually has a list that he makes all the people who join his membership site go through these belief patterns, and they're fascinating. And it's seeing Tom mapping out for his community. Here's the beliefs that we have as a community, if we're going to have the impact. Um, and so it's worth it to go look at his beliefs. It's, um, as related to his members in his membership platform, but it's something like you guys can use this as well. If you're a serving group of entrepreneurs, a group of whoever you're

serving, when they come in, like helping them to identify and straight, like these are beliefs you have to have to be successful in our world. And Tom did it such a cool way. I've not yet done that in my world, but I'm planning on that because again, if people are joining my coaching program, they want to become more like me. Therefore, what do I believe that got me here? I need to be able to identify those things and give them to people and then help drill those things into their mind because that's what's going to be successful as they believe those things.

And so belief is just, anyway, it's, we can go again. This is another three-day, man, just on belief alone. What a fun. Okay, I'll go through the other two. Those two are not simpler, but they're easier. Okay, so we have identity at the top, right?

Identity shift, boom. Beliefs. And again, map these things out, you guys. Like literally between now and New Year's or whenever your list is, sit down and write out, here's all the beliefs I have to believe to be able to be successful in this thing that I'm trying to figure out. And for me, it's funny.

As I've been doing this, I've been listening to a lot of Tony Robbins stuff or reading Napoleon Hill. Or like Tony will tell you, like when he speaks, he's like, you've got to believe this. And he like shares a belief. And I start putting those things in. Like I want to keep building up my belief. Like these are all the things I believe in. Because if I can believe those things in myself, again, my likelihood of success. So this is like an ever-going thing.

It's not just like here's my beliefs and it's done. It's like if you're hearing speakers or podcasts or books or whatever, like, oh, this is the belief I need to have. Like I see why this is such a powerful thing to start adding these things into your version of your beliefs. Okay, the next one. So you have your beliefs. The next one I'm going to go to is values. And values and beliefs are very similar. But values, I feel like, are more so,

beliefs are things that I've got to be working on to get myself to believe things and move forward. Values are what I actually value. For me, I value hard work. In fact, I have so many friends who their beliefs are different. One of my really good friends, John Jonas, who owns OnlineJobs.ph, super successful company,

great entrepreneur, but he values being able to work as little as humanly possible and still make money. And he does. And he's been very successful. I value working my face off because like my whole value system growing up was like wrestling. Like we worked hard, like we had to outwork everybody. So I value hard work and I love it and I enjoy it. And I'm never going to like, my values are not John's and that's okay. Like they're going to be different, but I need to know

what my values are because if I'm going to go into something, it's like, if this is not aligned with my values, I'm not going to have success with it. So I need to know what my values actually are. And so what are the things you value? I value hard work. I value, um, I value giving, I value, uh, creation. I value like, uh, um, you know, top of my head, I don't have my list here. But like what are the things you actually value? And then as you're looking – We know hard work has to be at the top of that list because that's the one that came out first when you can't remember anything else. And for sure, for me, it's such a core value.

But like if me and John were both going after the same goal, which is like let's grow our company by whatever, he's going to struggle because his value is not going to be hard work and vice versa. He's like, I want to take 45 days of vacation every single month. Like that goal is never going to work for me because I don't value those things like he does. And so it's going to be a constant odds with ourselves, right? So listing out like here's all the values you have and understanding those things. And again, you can shift your values and values change but but values values are harder to change i believe like beliefs i can change not faster but like those things are multiple or values like based on my life experience these things i value and those things are there they're not going to shift or disappear or leave it's like these are my values yeah very rarely

yeah yeah no but if i list those things i can look at like as i'm trying to become this person like do these fit in my values? If not, it's like how do I structure this in a way where it still fits and still congruent with my values? Because otherwise, you're going to be at odds with yourself. And I know so many people who like they value – they have one value, but they have a goal, and those things are at odds with each other. That's why they never succeed because they're just – I want this goal, but I don't value this. Therefore, you can't hit it. So beliefs, values, and the last ones are your rules. Okay. And your rules, right? You set up these, it's almost like, like guideposts to get the thing, right? So when I was

wrestling, I had a lot of rules. My rules were like, um, I do not cut corners. I have a story behind that, but I do not cut corners. I don't drink carbonation. Um, I, um, I, one of my other rules was like, I I'll never go more than 24 hours without doing some kind of cardio. Cause I had a belief that, uh, after 24 hours, if I haven't worked out that my cardio would drop down. I didn't want to lose anything. So I had a rule say, I cannot work out so I can take Sunday off. I can't take Saturday and Sunday. Right? Like I had, I had a rule of like no more than 24 hours of no cardio. Um, I had rules of, uh, what time I woke up in the morning, what time I went to bed.

I had like all these rules, and rules bleed into routines, right? So like you set these rules, and from there you create a routine. So looking back, like here's the goal I have. I'm moving forward with a definite purpose. Here's all the rules I have to create to like give me boundaries to make sure that I move forward and I hit those things. And so for me, my rules right now are like, okay, I have to make sure I write for two hours every morning before I come in. Because if I don't do that, none of my writing gets done. I have to go and, you know, I have a rule about this and rule about this. And like, I have these different rules I create for myself to give me boundaries to be able to actually hit

my, hit my goal. And then the rules again, here's the rules. The rules turn into root or translate into routines, right? So here's my rules. I tie these into my morning routines, my afternoon routines, my night routines. And now I've got the,'ve got the things I need to guide me to the goal. So there's a lot of stuff in there. That's really, really good though. I feel like if someone were to just go and apply that right there, that sounds simple, but it's not. If you were to actually go sit down like that, you could map out that for a while, and I see why you want to do a three-day event on it or something. That would be awesome to kind of go through each one of those

because you're literally rewriting. So how I think of the mind is I think of the mind as a computer system, and then the story, the master story, the master story of your mind, right? But the master story is the computer program that you program it, right? So there's the Windows operating system on side of a computer, right? And so it's like you take the The master story is the operating system. By going through and identifying and writing down those three things,

you're rewriting your operating system almost that way. Or if you've never done it, you're writing your operating system because your subconscious mind by default then just carries that 80% of the way. That's the coolest thing. If you can just switch your subconscious mind,

80% of the work is done. It'll do it for you. You only got to battle that last 20%. So that's super cool. Yeah. So if we were to recap this really quick, for those who are like, I want to do this exercise with my kids or my family or by myself,

I sit down and say, okay, what's the hall of fame goal? Like where do you want to go someday, right? So you've got that, right? Then from there, say, what's the Super Bowl goal? That's what I'm going to accomplish in the next 12 months. Here's my Super Bowl goal. And I have that. And so, okay, now to do this, I got to have desire and I got to have definite purpose.

It means like I have to really, really want this thing or it's not going to happen. Like, what do I want it? How do I amplify that desire in my head? And where am I going? Right? Now we come back. So, okay, what's the identity I need to take on to be able to achieve the same, right? And be specific with the identity. I'm a wrestler versus I'm a world-class wrestler versus I'm a state, I'm, you know, I'm an Olympic-level wrestler, right? So here's the identity you have. So write that down. And identity is just one thing.

Like, this is the one thing I am. And it's like, now, what are all the beliefs I have that I need to have to be able to be successful in this thing? Okay, I got to believe this. I got to believe this. I got to believe this. This is what I already do believe. Like, but a lot of it's like new beliefs I need to create to be able to be successful, right? And then, like, here are the things I value. And making sure that I'm not out of alignment. Here, successful. Right. And then like, here are the things I value and making sure that I'm not in the light out of alignment. I value

this. I value that. Here's the things I value. And then here's the rules I need to create for myself to make sure I actually move forward to hit that thing. I'm going to take these rules. I'm going to convert them into routine to make sure that I'm in the guardrails to my success. And so that's kind of the pieces and not so much fun. Like again, this could be, this will be a book someday if I ever get it done, but these are the pieces that are also, we need it. Come on, man. It's not like your life's busy. I'm working my fastest. It's going to be amazing. So, um, anyway, I hope that helps you guys. Um, as you're sitting down this year, this is literally what I'm doing. Um, we're recording this December 28th. I've been kind of mapping these things out and my goal is January 1st. I'm waking up and I'm just gonna sit down and I'm going to flush these things. It's been

hours. It's kind of putting it again. I've been percolating on them and like, and taking notes on stuff. I'm going to make, make this like map it out, have it printed out and be like, this is, this is the next 12 months of my life. This is the goal. This is where we're going and moving forward. Definitive purposes. I'm going to amplify my desire. Here's the identity I got to take on to make it successful. Here's my beliefs, my rules, my values, and let's go and, uh, and start running. So one more super rapid fire question that we can, uh, wrap it up. Do you have a coach that helps you with this or do you do it all yourself? Oh, very good question. Um, so during my life, I always go on off with different coaches that have helped them in parts. Um, right now I do not have, not have a coach. How do you say this right?

Without being creepy. I don't have a coach who's living right now. Right now, I am looking at authors as my coach. And for me right now, Napoleon Hill is the person I'm focusing on who I'm literally going through so much of his stuff right now and having him accountable to me.

I will, in the near future, rehire a coach to help me. But I'm still trying to like, I don't know if that makes sense or not, but I'm trying to know for sure. Yeah, that's awesome. That's good. Anyway. All right. Thanks Russell. Hope you guys enjoy it. Um, if you enjoyed this episode with me and Josh, please let us know, take a screenshot of the, the, the podcast or the app, uh, tag me in it. Uh, let us know your favorite thing, best takeaway. And with that said, I hope you guys enjoy the new year, planning it out.

And I want you to all hit your Super Bowl goals over the next 12 months. So let's do it. If you do that, you'll change the world in your own little way and it'll be awesome. So thanks, Josh.

Thanks, everybody. And we'll see you guys on the next episode. Thank you for listening to the Marketing Secrets Podcast. If you've loved this episode, then please take a screenshot on your phone and post it to Facebook, Instagram, or wherever you post stuff and be sure to tag me and let me know why you like this episode and what you'd like to hear in the future. That'll help me to know what to create

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