Marketing Secrets with Russell Brunson - Mastering Entrepreneurship: Napoleon Hill’s 10 Timeless Lessons

Episode Date: September 23, 2024

In this episode of the Marketing Secrets podcast, I had the incredible opportunity to dive into some rarely discussed entrepreneurial strategies of Napoleon Hill. Most people know Hill for his personal development principles in Think and Grow Rich, but what many don't realize is that he was also a master entrepreneur. I recently spent time immersing myself in Hill's old manuscripts, uncovering 10 specific things he did that directly relate to how we, as entrepreneurs, can build and scale our businesses. In this episode, I break down the importance of telling your origin story repeatedly, how to build a core philosophy for your business, and the crucial role of promotion and partnerships. Hill’s journey wasn’t just about success principles — he was a student of marketing and advertising and used these skills to push his message to the masses. These lessons are timeless and still apply to entrepreneurs today, helping us shape our businesses in ways that stand the test of time. Key Highlights: Telling your origin story: How Napoleon Hill used storytelling to grow his influence and why it’s crucial for entrepreneurs. Building a core framework: Learn how Hill gathered and created his success philosophy, and how you can do the same for your business. The importance of promotion: Discover how Hill mastered advertising to spread his message, and why marketing is just as important as your product. Partnerships and legacy: Insights into Hill’s partnership with W. Clement Stone and how to set up a legacy for your business to last beyond your lifetime. Tune in to discover how to apply these principles to your entrepreneurial journey! 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 Get 70% off on Welch Equities' retail price at wealthyconsultant.com/secrets Learn more about your ad choices. Visit megaphone.fm/adchoices

So, money is a thing, but it's not everything. I think you really look at the importance of what are you doing with your time. The conversations that we've had with our financial advisor is very much building what that framework looks like that helps support those important things. The places where you're investing your time and your resources, your family clearly, and those closest to you. Edward Jones. We do money differently. Visit edwardjones.ca slash different. 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. Hey, what's up, everybody?

This is Russell. Welcome back to the Marketing Secrets Podcast. And I got such a cool episode for you. As you may or may not know, last week between Funnel Hacking Live and the 100 Sales in 100 Day Challenge, I had a week off. And I was like, what do I do for my week off? And what normal people do is they go to Hawaii or they take a vacation or whatever. I was like, I want to go to Wise, Virginia, to the home of Napoleon Hill. And I want to sit there and read old boxes or open old boxes, go through the storage units of his old stuff, sort through the archives and final

manuscripts and read them and just hang out for a couple of days. And my wife thought I was so weird, but that's what I did. So we flew out to Wise, Virginia and I spent three days going through the archives and just had so much fun, like reading his books and studying his life and just finding stuff that's never been published before. And his old artifacts, like his, his glasses, his, um, he just, just, it was, it was really special. I was joking. Cause they let me keep the key to the foundation while they left. So all night it was just me and one of our dudes who was kind of filming some stuff with me. We were there in the foundation all night, just hanging out, reading, studying. And I was joking that I was hanging out with the pulling hills ghost all

night and it was really, really fun. But then on Saturday of that week, we actually had a mastermind group where all of our top 10 affiliates for the Think and Grow Rich Challenge flew out and we spent a day masterminding. It was really cool. And to kick off the mastermind, I wanted to do a presentation. And that morning I woke up, I was like, what should I talk about? What should I talk about? And obviously, you know, I talk a lot about Napoleon Hill and his principles and success principles and all kinds of stuff, which is fun. But I thought like, I was looking at him just through the lens of like Napoleon Hill as an entrepreneur, right? Like, what did he do? How did he think? Like, what were the different things? And as I was sitting down, I wrote down

10 different things that actually made Napoleon Hill an amazing entrepreneur, and then related back to what we need to be doing, what we should be doing in our businesses to get similar results to Napoleon Hill. And that's kind of where this whole presentation came from. So anyway, like I said, it was the end of a really cool week, and it was a really cool session to kind of walk through. Yeah, Napoleon Hill is an entrepreneur, which is a different way I think anyone's ever looked about it, looked at what he does and talked about what he does. And so that's what this episode is. I hope you guys enjoy it. Hope you love it. Um, hope you get a lot of value from it. This is one of my most exciting episodes to date and I hope you guys enjoy it. Thanks so much. And

with that said, I'm going to push you guys over to wise Virginia to learn about Napoleon Hill as an entrepreneur. 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. What's up, everybody? I'm Russell Brunson. So great to meet you all from Boise, Idaho. I love funnels and old books and Napoleon Hill and personal development. Anyway, I'm excited. First off, thank you guys all for being our amazing affiliates. We launched this new company and brand about a year ago, and this is our second meetup with the top 10. The first one, we had a chance to go to Chicago

and go to the Nightingale Conan offices with Vic and everyone there. And it was fun. We had a meeting just like this, and we got to talk about Earl Nightingale and his impact. And it was fun because leading up to that, I had a chance to go and read everything I could find on Earl. And we were telling stories about him and the strangest secret and all sorts of stuff. And it was just, um, it was a really cool, magical, uh, I thought event for those who were there. And this is number two. And we thought, you know, if next time we do Philip Masham, we should go to wise Virginia and go talk about Napoleon Hill. And so, um, anyway, so we're glad to have you guys all here for it. And it's been fun for me. I came a couple of days early. Um, we're in the middle in our company where I can vent season right now. So

we had like five events in a row. And then I had like this little tiny week in the middle where I had a break and then with like five more events in the row. And so, uh, I told my wife, I was like, Hey, I want to have a vacation from all these events. I'm going to fly to wise Virginia and go lock myself in some storage units, looking at old books and at old books and then throw a mastermind event at the end of the week because, you know, as long as we're hanging out, we should have some kind of an event. And she's like, you have the weirdest idea of, like, relaxation and fun. But it was amazing.

So I had a chance to come out here the last couple days. And Don was so great. He let me have the key to the foundation. And we were there, like, all night, early mornings, looking at books and manuscripts and going through the drawers and finding all sorts of stuff. And it was just really a magical, I don't know, magical, uh, time for me just to read and study and like find out different ideas about Napoleon Hill and just kind of prepare for stuff I want to share with you guys today. And, um, I think initially my thought was I was going to come and like talk about some of

Napoleon Hill's principles and things like that. But, um, as I was getting closer and closer in this morning, I woke up, I was like, I don't think that's the right message for this audience. I was like, I think it would be more fun is looking at the lens of Napoleon Hill as an entrepreneur like us. Like, what are the things he was doing? Because we talk a lot about his success principles, but he's also an amazing entrepreneur and salesperson.

And so I started, this morning I got up, I was listening, like, what are all the things he did in the order and like from his timeline, what he was doing and then how it relates to us and like i got so excited so i'm gonna talk about that today if you guys are cool with that because i geeked out i'm a little nervous because jb hill's here and hopefully um he doesn't fact check me on too many things if i'm wrong and uh we'll just do the fact checking thing but um i think i'm pretty close on most of the details so um but that's kind of the game plan i thought and i'll talk for who knows how long and then we'll go over to the archives and have some fun. So again, this is my first time talking about this. I have no idea. This could be 10 minutes or it could be like four hours. So,

um, we'll just go till we're done if that's all right. So, um, yeah, I, I titled this like Napoleon Hill is an entrepreneur and I want to start, I think most of you has probably heard this story before, but, um, and I've read about different places. It's kind of told different ways, but the one version I found this morning to kind of read, talk about this is, um, Napoleon was working for a magazine back in the day, the Bob Taylor, right? Bob Taylor. Actually, I found a whole bunch of, I have a whole stack of Bob Taylor magazines from way back then. So super nerdy, but you know, um, anyway, so he's working for this magazine. He gets this, uh, he gets an assignment to go interview Andrew Carnegie. Um, and so he goes to Andrew Carnegie and I think it was supposed to be a couple hour meeting. It turned out to be

like a three day, um, thing where every single day was going through. And so, um, and I'll talk about each day, he kind of covered a different thing that he learned from, from Carnegie, but the end of the three days was over. Um, basically, uh, Carnegie came to, to Pulling Hill and was like, Hey, um, what you should do is you should go and spend, he's like, I want to give you a commission to go and write the very first ever philosophy on personal achievement. And he asked Napoleon Hill, he said, basically, this is what you're going to do. He said, for the next 20 years of your life, if you follow this commission, you're going to be severely underpaid. And then eventually you'll become super wealthy and it'll change everything.

It'll change the world. Are you willing to do this? And Napoleon sat there for exactly, according to this, this version of the story for 29 seconds. And he's like, yes, I'm in, I'll do it. And then Carnegie pulls a stopwatch out and he's like 29 seconds. He's like, I've given this commission to dozens of other people before. Uh, and nobody was able to make a decision within 30, within 60 seconds. If you would have gone past 60 seconds, I would not have given you the commission. But because you did it and you were decisive, I'm going to give you the commission. This is your job to go and spend the next 20 years of your life creating the first philosophy on personal achievement. And then afterwards he told, in the version I was reading this morning,

Napoleon Hill was like, he was all excited. And then Carnegie's like, and by the way, I'm not going to pay you for this. This is like your volunteer work. And he's like, wait, the richest man in the world. You're not going to pay me anything. And you want me to spend 20 years doing this. And that was kind of the thing. And so that was the commission he got. And from that, he went out there and started interviewing all sorts of people and interviewed, you know, Henry Ford and interviewed, um, Alexander Graham bell and like all the most famous people that we know nowadays who were like the Titans of all the

industries. Like he had a chance to interview these people and put together what became, um, this philosophy on achievement. So that is, um, I share that story for two reasons. Number one, for those who haven't heard it, that's kind of how this whole thing got kicked off. But number two, as I was listening out, like Napoleon Hill is an entrepreneur is fascinating. When you read almost any book, lecture, paper, manuscript, anything, he always starts by retelling that story. And so my first note here, uh, for Napoleon Hill's entrepreneurs, very first thing is he has an origin story and he shares it over and over and over and over and over again. Okay. Um, all of you guys in your businesses, we all have an origin story, right? How many of you guys have heard me tell my potato gun origin story more than once? Yeah. I don't know about you guys, but if I have to tell a potato gun story one more time, I will

like, I want to die. I'm tired of hearing it every time. I'm like, Oh no. But you tell it over, right? I'm sure for Napoleon Hill, he's probably like, Oh, the Carnegie story. Okay. Let me explain this. Cause it sets up everything else. Right. But like number three, number one thing that all of us entrepreneurs have to have is an origin story. And we have to be relentless and tireless in telling our story over and over and over again, even though we are so tired of it because every single day there's a new segment and a new group of people who are coming into your world. If you're starting at like, you know, Napoleon was like, hey, point number 17,

principle number 17, and like they have no context of it, then nobody cares about the thing you're actually teaching, right? So it's so valuable because like you hear the context of it and the Carnegie story and all the things like that's, that's step number one. Right. And so, um, of my, I think I have, I've got 10 steps, right? So step number one is having an origin story and being willing to share it, um, as often as possible in everything you do. Um, so that's number one. Okay. Number two thing. Um, one of the manuscripts I found, I had a chance to read, uh, a lot of you guys know about the hand of destiny book that we had a chance to republish, but there's a second, like part two

of that book. There's a book called the will of fortune. So we go over there, you guys will see it. Um, I was kind of freaking out cause I'm what's the will of fortune. This is before like Vanna White and everything. So, um, just, just yeah he's so his naming of books and things anyway it's some of the best ever but it's called will of fortune and so i was really excited so i spent like i don't know matt was filming me where matt's at was filming me reading it for like i don't know eight hours i was just like reading the entire thing right um and it was cool because in there again first off you retold the carnegie story which is kind of cool And every time he tells a little differently, there's different details or facts or things he brings in, which is probably similar with all

you guys telling your stories, especially if you've told the same story a thousand times, but he's telling the Carnegie story. And in this version, he told it was really cool. He said the very first day was with Carnegie, you know, it's supposed to be a couple hour meeting. He spent the entire day with him. He said during that day, day number one, the thing that Carnegie impressed upon me the most was became the first, the first part of the laws of success. Um, and it was the mastermind principle, right? And he talked about how, when he wanted to build the, you know, Carnegie steel and everything, like he didn't have the money or the resources or anything. So the first thing he did was give, give the mastermind, the people who are going to bring

the money and the talent, the expertise, and he like built this mastermind group, right? He spent the whole day talking about the power of the mastermind. And then Napoleon Hill in this, in this version of the book, he was talking about how like he didn't have the resources to pull together this mastermind. So he started doing is creating his, uh, what do you call it? Invisible counselors, invisible mastermind or something where he's like, well, who are the people I would want to talk to? Who are the people if I had him here? And he had all these different, um, people that, you know, that he looked up to who had passed away and he had this invisible mastermind. And so what he would do is he would like sit down there and he'd think, and he like put himself a spot where he could like ask questions and then wait

for answers from Lincoln and from Emerson and from all these people that he looked up to, um, to get these ideas coming through. And he said, when you sit there long enough, like these thoughts to start appearing and start showing up. And so that whole first part of the day was all about creating the mastermind principle. Then day number two, uh, he met with Carnegie day number two to go back to the next interviews. And he said, he said on this day, uh, he said, uh, Carnegie introduced me to the twin sister of the mastermind principle. It's one place I've ever heard him call it the twin sister, maybe somewhere else, but I thought it was kind of cool. The twin sister of the mastermind principle, which is a principle of a definite purpose.

And he talked about that, right? Having a definite purpose and knowing exactly what you want and what you're going to achieve and what you're going to go after and get. Oh, I should have brought it. Yesterday, two years ago, Dave gave me a photocopy of Don Green's definite purpose that he had when he took over the foundation. It was like a two-page thing walking through his definite purpose. It was, ah, I wish I would've brought that. Maybe we'll, so we can get a copy, but it was really cool seeing like, here's what Don Green said. His definite purpose was when he took over the foundation and now looking however many 20, 30 years later and you seeing like, wow, he actually accomplished this and so much more,

but it was possible because he had the definite purpose. Right. And you guys, if you've been in my seminars, I talk about definite purpose now every time I do anything. And, um, uh, and I talk about how, like in my personal life, like when I was growing up, I was a wrestler. Um, I started with wrestling practice, but I didn't have a definite purpose. Initially I would show up and I would just go to practice and I would do the things that everyone was doing. The coach told us, do something, I do it. And then we go home. And I remember feeling like I was just, it was just, I was in my head. I was pictures like just circular. And nowadays after now, when the devil talks about hypnotic rhythm, I was picturing hypnotic rhythm, like it's like this, this thing.

And I remember at that period of my life, like I was doing, I was doing the motions, but I wasn't going anywhere. And it wasn't until, um, my freshman year, one of the kids on my high school, uh, was in the state finals. I remember going to state tournament and, um, with my dad and we're watching the finals and this guy, Matt Woods, he won the state title, the ref raises his hand afterwards, and I got this feeling in my, I was just like, oh, like, that's, that's the thing I want, like, more than anything in my life, I want that thing,

like, that's, like, I could touch, I could see it, and as soon as I had a definite purpose, like, I want to be a state champ, just like he was, it shifted for me being in this, like, circular motion, just, like, doing the motion, so I also I also was like there, and it put me into, into momentum, into a direction and it changed everything for me. Right. And it's similar to what he talked about here. We're just like picking the definite purpose and having those things. And it was funny this year's funnel hacking live. Um, I did a talk talking about definite purpose and in the quote though, Napoleon Hill, um, he says, I'm not having verbatim off top of my head. He says, you basically have to pick a definite purpose. And then in the quote, the second half of the quote says, and then you must have a burning

desire to possess it. And so for unlocking live, I spent more time this time talking about the burning desire because, um, I've been talking about purpose. People like picking a purpose, but a lot of people aren't, they don't have the burning desire. And I was thinking about in wrestling for me, like as soon as I shifted from this like hypnotic rhythm of just doing the motions, like having a definite purpose, like my desire became insane.

Like I was so obsessed with, I would sit there in class all day long, my teacher was talking and I'd be like drawing wrestling pictures. I'm thinking about things and picture my goals and who am I going to do? Like how, what, like what's my workout tonight going to be? And like, and it was like all encompassing. I couldn't think about anything else except for like, like it was the closest I can think of a burning desire ever had. It's just like, that was all that would like run through my head all the time. Like I want

this so bad and everything else was an annoyance. Going to sleep was annoying. Going to class was annoying. Talking to my friends, watching TV, everything's annoying. If it wasn't had to do with this, this purpose I wanted. And that's the thing a lot of people miss is maybe they do pick a purpose. Like, Oh, I'm going to lose, I want to lose 12 pounds by January 1st, but they don't have the burning desire of just like the obsession. And it's like, how do you create that obsession for people? Anyway, so that was day number two, the Carnegie spent with them all talking about definite purpose. Again, you call it a twin sister of the mastermind principle. So step number one was figuring out the mastermind. Step number two is then having a definite purpose of what you're

achieving as a mastermind group. And then day number three, he said, day number three, he focused on the habit of profiting from your failures. Um, and there were so many cool things in, um, actually I took some notes on it. Can I share two or three cool things from Will Fortune that I thought were really cool? So Will Fortune talked a lot about this principle of, um, uh, profiting from your failures. And one of the things he said, um, okay, he says success and failure often hinge upon a person's interpretation of the obstacles he encounters whether he accepts them as a stumbling block or a stepping stone it's permanent failure or merely a mere temporary defeat so failures he said we can look at two ways it's like oh this is a stumbling block that knocked me down or it's a stepping stone to the next thing

right which comes back to um one of the core quotes from Napoleon Hill, right? Every failure brings with it the seed of an equivalent advantage, right? So every failure you have brings a seed with it. And as I was reading this, I started thinking about what I thought was my biggest business failure, which was, man, this is probably now 14, 15 years ago. I had built a business. It was growing. We had about 100 employees at the time. I thought we were on top of the world. I thought we were invincible. And then 2008 hit built a business. It was growing. We had about a hundred employees at the time. I thought like we were on top of the world that we were invincible. And then 2008 hit and

we were still doing awesome. I was like, yeah, we beat the recession. Like we're geniuses. And we thought we were so smart. And then two years later, like it somehow magically caught up to us and we got destroyed. And it was, it was man, probably the darkest, most painful time of my life. Cause I thought we were invincible. I thought that, you know, I don't know. I think my ego got big, like all the different things. Right. And overnight I had to lay off like 90 some odd people, which is hard when, especially when you have your friends and your family members working for, you know, their kids, you know, everybody. And it was just like, it was, it was hard. I'd let people go. And then I had a IRS coming after us for back taxes. We hadn't paid that. I didn't know we hadn't paid. And then we had, uh, IRS coming after us for back taxes. We hadn't paid. I didn't know we hadn't paid.

And then we had the landlord in our big building coming after us suing me because we had to leave and we didn't have enough, you know, we still owed two and two half years on a lease. Like everything's falling around me. I didn't know how to, how to do it. And, um, I remember just thinking like, this is the biggest failure. And it was hard personally. My identity took a huge hit.

Like it was, anyway, it was embarrassing. Like, I don't know, just all the things, every, every penny I'd made up that point disappeared in weeks. Like just to try to keep things open and shift things around. And I remember, um, you know, moving out of the office, moving to this little tiny office, having four or five people working for me, still not knowing how I'm going to afford to even pay these guys. And we're trying to hustle and trying thing after thing after thing. And again, it was like this failure, right? But as Napoleon Hill says, every failure comes with the seed of equivalent advantage.

And what's crazy now, it's always easier to look back in hindsight and see it, but in the moment, I had no idea. But in hindsight, it's like, because that whole thing collapsed, we had to get a spot where we were humble and tried to figure out what we were going to do and what's the next step, right?

And in that process took us about four years to get back on solid ground where we paid off the IRS and weren't failing and stuff. But in that process is when, um, I met a guy and the guy that I met in this process was a programmer from Atlanta, Georgia. Um, who basically he'd, he'd created a website like five years earlier. He's a genius, created a website, set up online, and then he retired and it was just making money. He's like, again, he's smarter than all of us combined. Like smartest guy ever made. He's like, he just built a software that just made a site that made money and he's retired and left. And so for four or five years, it was just, he was on permanent retirement as a 22 year old kid

while the site was making the money. And somehow, um somehow I sent an email out looking for a partner on a project and he responded back. And, um, and in this like failure, like that was the seed that I didn't know was there. I didn't know. I know it wasn't for the failure. I never would have met him. He came into my world. We started working together for two or three years on projects and like project after project didn't really work, failed, mostly failed. It was a little success, but nothing, you know, and just like over and over and over again. And in that, in that journey, that relationship and that partnership became what eventually was ClickFunnels. Todd became my co-founder of ClickFunnels. He built the software. We launched it, man, 10 years ago,

last week, two weeks ago. Yeah, it's our 10-year birthday. We launched ClickFunnels, and it went from zero to we just passed a billion dollars in sales in a decade, and it was like this one thing, yeah. But it's crazy, right? It was like if it wasn't for that failure and that seed, then it wouldn't, like nothing would happen. What's up, everybody? This is Russell Brunson.

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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. Um, 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.

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to make sure you're working in a spot that's going to 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 anyway, it's really fascinating. One of the I've shared this on like three calls so far because of my team. I was reading it when we had our morning call. Like, look what I just found. I freaked out. They all read it. So I'm going to share it because it's like just a cool, a cool thing. So, excuse me, this is talking again about, uh, about failure and like looking at failure

correctly and stuff like that. Um, so it says life is just one continuous series of opening and closing doors. And if we make life a success, we must become proficient at both the closing and the opening of doors. The successful first person firmly and definitely closes behind him the doors to every person, every thought, and every experience which causes him annoyance or failure. The unsuccessful person leaves open doors behind him, the door to every experience he's had and to every person who has damaged him.

And the result that he makes the same, and the result is he makes the same mistake over and over and permits the same enemy to sneak in by the door and defeat him at will. Successful people do two things. They do them definitely and immediately when the need arises, they close behind them, the doors to all negative people and influences, including the stray negative thoughts, which slip into one's mind uninvited. And they fasten those doors so tightly. They are free to turn their attention ahead to the ahead of them where they have a free hand to open the door of opportunity as they come to them. You see that a successful person must be a good door closer as well as a good door opener. The failure either leaves all the doors open behind him or in extreme cases, the habitual failure, he actually stands with his foot in the opening of the door

so not to even chance or luck can close the door behind him. Of course, he can't open the doors of opportunity because he's too busy holding open the doors of failure to which he has just passed. I thought that was so cool. I just, you know, I think a lot of times we're looking for the doors of opportunity, but like we're not closing these things behind us, right? And it's like every person he talks about, like, this is why we talk about burning bridges. Like sometimes you have to burn relationships and things to be able to like continue to move forward, closing doors and negative thoughts about ourselves or other things like learning how to close those doors so you can have the opportunity to go through the open doors anyway that's the

fun stuff i was geeking out at three in the morning so um okay so those are the three things so he said uh after he spent the three days with andrew carnegie said it was it became the nucleus for what became the laws of success and there were three principles day one he learned mastermind principle day two but his definite purpose day three was a principle of the habit of profiting from failures. And so, um, he took those things and it was the very beginning of his framework. Okay. He was going to teach and he went there and then Carnegie introduced him to a whole bunch of other people and said, go interview all these people. And it was cool. Cause in, um, in will of fortune, he was talking about it. I went and I met, uh, I met so-and-so and he's like, from this,

this experience, he's like, I met this person. I realized why they're successful. And the reason why they're successful is because they had a pleasing personality. And I noticed that that was common to everybody. So then I added this piece to my framework. And then he was like, I met the next person. And this person, they had this unique thing that they were doing that was different to anybody else. And I realized that that was across all these successful people.

That became part of my framework. And so when he left Carnegie, he had three, three steps in his framework and they started gathering these things and gathering these things. So eventually, um, the first version of a lot of success had 15, 15. Yes. Okay. I get confused in 15 to 17. Anyway, they had 15, 15, um, principles and that became his core framework. Right. Um, and so step number two here in Napoleon's entrepreneur is after you have your origin story, step number two is you're building your frameworks, right? You're going through and you're gathering data, you're putting things together and you start building out your core frameworks. Right. And this is true for all

of us, right? In my business, I spent the first decade of my business entrepreneur, learning these things, going out there and gathering and learning and studying. And I remember after 10 years of me doing my business, then I sat down and I was like, I've learned all these things. I want to teach other people. And I had a framework and the framework became my very first book, which is dot com secrets, right? It was just all the frameworks I had gathered over time. So for you guys, the same thing as you are an entrepreneur, right? First thing, you have this origin story of how you got into whatever it is you do. Second step, just like Napoleon Hills. Now you're building your framework. This is the thing that you're going to be sharing with the world to change other people's lives. Um, and so that's

step number two. Any questions on that? You guys all frameworks. If not, that should be a focus point. I always tell people like framework creators, the people who are liberating and freeing other people. That's what entrepreneurs do is like we create frameworks that make other people's lives simpler and easier. And, um, I'm gonna go deeper into Napoleon Hills frameworks because he created the framework initially, right? It was 15 laws of success. And then eventually he added a couple other things on over time. Um, but the frameworks became the foundation for everything else. All the other work else, if you'll see in the foundation, like everything else is based on the same frameworks. He developed the very beginning

of his journey, which is cool. And it's funny, my world, my world, like almost everything I teach or do is based on the original dot-com secrets frameworks that I spent the first 10 years of my business, uh, like gathering and developing in the next 10 years. Like that's what we do. Like our software is just us teaching is this, it's a practical application to build the frameworks from the book. Like our masterminds are us teaching the frameworks in the book, our live events are us teaching the framework. Like everything comes back to the same core frameworks. So you build your frameworks and then you just use it over and over and over again. Okay, one fascinating story,

because this was fascinating to me. Henry Ford, who built Ford and Order Company. So in the Wheel of Fortune book, he was saying that Carnegie was like, there's this guy, you need to meet him. He's not going to seem like much when you meet him, but this guy's going to change the world and he's going to be huge. So he goes and he meets

Henry Ford. And he's like, that guy had no personality. He was boring. He was rude. He looked like a typical car mechanic. And he was like, I don't know how this guy's going to be successful. And he kept interviewing. It's like, this guy doesn't like, he's like, what does Carnegie see in this guy? It made no sense. And then, uh, Napoleon said, because he was so perplexed, he said, even like the interview with, with Ford was really weird. So he's like, I interviewed 50 of his friends and he's like, I interviewed 50 of his friends. And he's like, and all 50 of them are like, that guy's never going to be successful either. And he's like, but Carnegie knew something that nobody else did.

And then he became Ford. So it was kind of interesting to see him just like talking trash about Ford. So, okay. So that's number one, your origin story. Number two is building out his own frameworks. Number three, and this was one of the coolest things. I didn't realize this, and this comes back to the gift we gave you guys with truthful advertising. So number three is you have to become a student of advertising and marketing.

So you think about this. So Napoleon Hill, what year was Thinker Rich published? 1937. Okay, so timeline. So 1937, Think think Gertrude got published 1917. Napoleon Hill created this advertising course, truthful advertising, right? He goes to the university, he's teaching this thing. So what's 1937 minus 1917, 20 years. Okay. So 20 years before his work that went viral and like sold tens of millions of copies, he was studying

and teaching advertising. Okay. And I always tell people this come to my world who were like, they're the greatest in the world. Their thing could be held. It could be fine. Like they're the best in the world at their thing. And they're broke. And they're like, I can't figure this out. My products are so much better than everybody else's. And they can't figure it out. I always tell them, it's like, you have to become more obsessed with the marketing of your thing than you are with your thing. If you actually care about it, because that's how you get it out to the people, right? Napoleon wrote, think and grow rich.

And when it sat there, but, but he had spent 20 years prior to that learning, understanding advertising and marketing. So when his big opportunity came in this book that he wrote, comes out, came out, he had the ability to write copy, to write sales letters, to get media, all these kinds of things. Cause he had become a master of advertising and marketing 20 years prior to this thing happening, which is so fascinating. It's been cool. Cause like I've been trying to collect every, um, ad that I found from Napoleon Hill. In fact, we were talking yesterday about potentially putting

together books. We found so many ads for like, not just thinking garbage, all his books. And like, he was a great copywriter. His headlines are amazing sales letters. He's written, he wrote courses on how to write, then call them sales letters. They can call them correspondence letter or something, but letters that actually would sell things, His headlines are amazing sales letters. He's written, he wrote courses on how to write, they didn't call them sales letters. They didn't call them correspondence letter or something, but letters that actually would sell things, right? There were sales letters back in the day. Um, and so he had focused on that. So the third thing is that, um, he became a master of studying advertising, which is same for all of us, right? If you want your message to go beyond you, you have to become a master, um, at advertising. I look at nine go code it like, um, uh, Lloyd was the mark, the master marketer, right? He took Earl's great,

great personality, great voice. And then Lloyd came in and he was, I mean, Dan Kenny told me, he's like, he's probably the best marketers I've ever seen in the history of all time. Right. He took that company and blew it up to, I don't even know how big it was, but, uh, and it's funny. We went to the archives there. They had filing cabinets with like thousands of sales letters of every, I was just like, Oh, like the coolest thing in the world. Right? So without, without both of them, it's hard to grow. Like you had to become obsessed with the advertising and marketing and that's how you get your message out to the world. And Napoleon Hill definitely did that and spent 20 years prior to thinking grow. It's coming out, uh, learning, understanding and mastering it for himself.

Okay. Um, so that's step number three, the studying of advertising. All right. Step number four. Um, so that was 1917 that he did, uh, he was teaching the advertising course two years later, 1919 is when, um, is when he came out with his very first magazine called Hills golden rule, um, which is one of the coolest magazines ever. There's a whole bunch of them at the foundation. I collected, I actually, so it ran for a year and, a year and eight months, a year and 10 months, I can't remember, with Napoleon Hill in charge of it. It was called Hill's Golden Rule.

And then by the end of year two, him and the business partner got a fight or something. I can't remember the exact details, but he ended up leaving, and it shifted from Hill's Golden Rule to his Golden Rule magazine. But I have a copy of every single issue that was Hill's Golden Rule, and it's one of the coolest magazines ever. One of the coolest stories about it, if you get a copy of the magazine and have a chance to read it, there's a whole bunch of different authors in there. It was funny because I was reading these authors.

I was trying to find other works by them. There's no other thing they ever published. And then I was reading one of the books, and it turns out, Napoleon Hill, when he started the magazine, he couldn't afford to hire other writers. So he just sat down, and he became like 10 different writers. And he'd write each article under a different pen name, and then put it all together as a magazine, and they were all him. I think for the first year and a half, he couldn't afford writers.

The first year and a half, every article is just Napoleon Hill under different things. Probably typed on this typewriter, which is one of the coolest things in the world, right? But it's interesting. Look at, like, the progression in his mind. The next thing he needed is he needed distribution. He needed a list. He needed to be able to get his message out to people, right? So the next thing he focused on, two years after the advertising course, he transitioned to building his own distribution channel, building his own magazine, right?

Which is the same thing for all of us. Like, if you want to grow a business, like, we all know in this room, like, the way you grow a company, the way you grow a business is you have to have a list, right? That same thing for all of us. Like if you want to grow a business, like we all know in this room, like the way you grow a company, ready to grow a business is you have to have a list, right? That's the focus point. And back then, obviously there weren't an email list and that how did people get distribution? They did it through magazines. Like that's how you got out there into the world. In fact, um, Whitney was doing the book club yesterday with, um, with, um, Elizabeth town. And, um, it was the first book we'd done with Elizabeth town. And I was like, I'm like, Whitney, you know about Elizabeth town, right? She. And, um, it was the first book we'd done with Elizabeth town. And I was like, I'm like, Whitney, you know about Elizabeth town, right? So I know what, what about her?

I'm like, she was one of the most, I mean, I hear no Elizabeth town, by the way. Okay. She's one of the most important people of this new thought movement that no one even knows about. So she had a magazine called the Nautilus that ran from, uh, 18, in the 1800s all the way up to like, I think like 1960 or 70, it continued to run. Um, but she was the distribution channel for this thing, uh, for the entire new thought movement. So you look at, um, I've gotten, I think I have like over a thousand copies of Nautilus. I don't have the complete set, but I'm working on it. Eventually we'll have them all. But if you read the Nautilus, you open it up and what, what's fascinating inside, um, every single author that you've heard about in this world, um, they either wrote an article in that or an ad or both.

In fact, most of them are both. So she opened it up, and it's one of the most fascinating things. Every issue of Nautilus, it's like, she was a distribution channel. Her magazine was going all across the entire country, and everyone who had a book or a course that they wanted to teach,

they were buying ads and writing articles in this magazine. It was the distribution channel. It was the email list. She had the biggest email list in the thing, and she was the one that got the messages out to the community, right? So Napoleon Hill, he's starting a Hill's golden rule. Cause he's building a list, building a distribution channel. He can send these things out and then eventually he can go and he can start selling courses or like whatever else he wants to do. Right. But he's building a

distribution channel. And I don't know if he knew that's what he was doing, but it's 100% when he did. So he ran that for a year, almost a little less than two years. And then the business part of him fell apart. And then a year later, he launched a new magazine called the Napoleon Hill magazine. Um, and ran that, I think for about three years, I think, if I, if I remember right. And right now I have a complete set of stuff for three missing issues. We cannot find anywhere twice at like 10 39. We're in the archives. I thought I found like the missing one. I was freaking out and it was the wrong year. So anyway, but they're beautiful too. Like there's some of the most, the coolest magazines. I think there's some that you guys probably see over there, but it's a Napoleon Hill magazine. And same thing comes back, loses the list,

starts building distribution channel again, getting out there. So now he has the ability to get access to people through this, uh, this newsletter. And then also it's cool. It's through this newsletter or through this magazine he's publishing, it's giving him the ability to start teaching his frameworks, right? So he's got these articles and you notice in there these things keep popping up.

Like a lot of these principles that he's developing, these frameworks, he's testing, he's practicing them in the newsletter here and practicing over here and you keep seeing

these articles popping up where you can tell he's refining the message and getting better at telling it and getting better at telling it. Which is similar to us, right? When you guys go out there, at least for me, it's like I have something I want to teach. And the first time I teach it, it's the worst, right?

So I'll go and on my own podcast, I'll talk about it. Then I'll go on someone else's podcast and talk about it. Every time I talk about it, the message gets clearer and more refined. It gets better and better. So eventually I'm on stage with 5,000 people and I tell a story. And everyone's like, that was the best story ever. I was like, I know. I've told it 45 times.

But I got it mastered now, right? And that was the best story ever. It's like, I know I've told it 45 times, but I got it mastered now. Right. Um, and that's what he's doing. Like he was practicing, he was practicing these stories and practicing things through this newsletter. And you can tell his writing style gets better and better over time. Um, as he keeps retelling stories and refining and getting, getting him tighter and getting him better. So, um, anyway, so that's number, um, number four in, in my lessons from Napoleon Hill as an entrepreneur is building out a distribution channel. Okay. Is this good so far? Yes.

Okay. All right. Because I'm way over. No, I'm still good on time. Okay, cool. All right. I have no context of time, so I get confused sometimes. And sometimes it's like four hours later.

I'm like, I should have stopped talking a long time ago. All right. Okay. Because we're almost halfway there. Okay. So distribution channel. After distribution channel. So again, that's, uh, 1917 is the advertising 1919. The first mag, uh, Hills golden rule launches.

It goes for a year, almost two years and it ends. So what, what said 1921 Napoleon Hill magazine ran until like 2021 through 22 to 24 ish. Um, and about this time, Napoleon Hill is putting together his actual, uh, I typed, I wrote in here, number five, I read the core doctrine. So he's taking all these principles, all these things he's learning. He's creating like the doctrine of success, right? The philosophy of success, like his core thing he's putting, he's putting together. And so about the time is when he puts together his first real actual thing, which is the law of success. And you guys will have a chance to see one of the coolest things I saw in the foundation is they had the actual manuscript for law of success. And when it was actually published, it's like eight books.

East books got two lessons, I think. I think it's eight books. The first edition is eight books. So you guys will see the video. I have a pre-first edition that he did did the very first one, but you'll see the actual manuscript here. And it's like, it's this, it's this huge books like this fat, they bound it in a, in a book. And then they like around the sides, they made it like gold. So it's like a Bible or something, but it's like, anyway, the original manuscripts over here, but that was the

first thing he took all these things he's been learning from, from Carnegie and from Ford and from, uh, Alexander Graham, but all these people he's interviewing and put it all together. He said, these are, this is my frameworks. These are the 15 law. I would say laws of success, but it's 15 law of success, singular law, plural success, right? So he has that. And that became the very first thing. So he puts together and this becomes like the core doctrine or the core philosophy on success he created. Right? So for you guys, the lesson from this is like, after you've been building these frameworks and putting things together,

like there's gotta be a time you come out like, this is my philosophy on the thing, right? On whatever it is you're teaching or you're selling. Again, I thought about that with dot-com secrets was my philosophy on marketing. Expert secrets was my philosophy on story selling. My doctrine on story selling. Traffic secrets, my philosophy on traffic. The new book I'm writing right now is my philosophy on story selling. My doctorate in story selling. Traffic Seekers is my philosophy on traffic.

The new book I'm writing right now is the philosophy on, how am I going to tell you the title? I just changed the title. But it's going to be amazing. So, right? That's the next step is like as you guys are learning, you're gathering all these different frameworks. It's like now I'm going to,

like this is where I'm going to introduce the world. Like this is my, me spending 10 years of my life figuring this thing out. This is where I built Dotcom Seekers. He spent now, I don't know what year we're on right now, but 20, 30 years of his life putting all these things together. And also it's like, years of my life figuring this thing out. This is where I built dot-com secrets. He spent now, I don't know what year we're on right now, but 20, 30 years of his life putting all these things together. And I was just like, here's my philosophy.

This is the law of success and put it out there into the world. And now he has the core frameworks in a spot that he can start sharing with the world, right? So that was number five. And if you guys haven't looked at it through that lens of just like, because think about this. Carnegie told him, like, you need to build a philosophy on success. And so what was the philosophy? It was these 15 principles. Each principles got stories, examples, case that, you know, for you guys, it's like, and for us,

for me, for all of us, it's like, we need to create a philosophy, our philosophy on blank, be a philosophy on weight loss, your philosophy on winning the stock market, your, whatever your thing is like, what's your philosophy. Anyway, I always thought philosophy was boring, but like think through this lens, I'm like, this is so cool. We actually, like every one of us should have our own philosophy on something, right? If you're a content creator, like it's what you're literally doing. It's like, this is my philosophy on how to do. Anyway, so build a philosophy, number five. So what's it like to buy your first cryptocurrency on Kraken? Well, let's say I'm at a food truck I've never tried before. Am I going to go all in on the loaded taco? No, sir. I'm keeping it simple, starting small.

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Okay, number six, that's the philosophy was done. He didn't just put it out there in the world and hope people would sell it, right? Number six, it came back to promotion. So what's fascinating during this time, you start seeing articles and ads popping up where he's promoting law of success and they're showing up everywhere, right? So as soon as the doctrine, the core beliefs of philosophy is done, then he transitions back into selling and marketing and putting himself out there, right? And again, so many cool ads and articles and things of him talking about laws of success, um, promoting it, getting people to buy it. Um, and so number six in the, in this is promotion. Okay. Now, number seven, this is where this part gets really exciting for me.

Um, I'm not sure I, again, I wasn't there. I'm assuming laws of success was hard to sell because it's huge. Um, it was also a book set and it may understand this right but if i remember reading in um in uh the the biography book the lifetime works or not life and works um what's the what's the the book that tells his whole life we talked about earlier yeah life and riches lifetime riches correct me if i'm wrong but they said that the book set would be the bookstore but someone someone could go and buy just a book number one, right? And they go home and read it. And if I come back and they buy a book too. So it wasn't like they're buying a book set of all these books because that'd be overwhelming.

Like, here, I'm going to buy this whole books. So they buy one and if you're good enough, then come back and buy book number two and book number three, right? And so I just imagine that selling that's hard, right? And a lot of success is very much like, this is for everybody in the world. It's very general. It's like, if everyone wants to be successful, well, successful, talking too fast. Everyone wants to be successful in anything. Like this is the frameworks, right? And so what's interesting is if you start looking at the transition, right?

Was it 10 years later or so? He comes out with Think and Grow Rich. And the question for me is like, what is Think and Grow Rich? If you read this book, right? He went from Law of Success, had 15 principles. Eventually there's 16, 17 principles, right? But Think and Grow Rich is boiled down to just 13 principles, right? That he pulled from here. And if you look at this, like, what is this actually, right? He's taking this, this huge book set, this fat, making a smaller version and he's niching it down to a very specific audience. Okay. And so I look at this, like what thinking rich is for in my mind is this is helping entrepreneurs to be successful, right? I'm gonna teach you how to think and grow rich. Um, that's who this is attracting. That's who is niching down. So my number, um, number seven

hit point is niching down, taking your core frameworks and then finding niches that you can affect because it's always easier to market to the niches than it is to market to the masses, right? Uh, way less expensive, way cheaper. So thinking go rich was basically taking lots of success, taking his core frameworks and making a version of very specific towards entrepreneurs. There's another book we don't have here, but it's called raise your own salary. Anyone here read raise your own salary? Probably not many of you guys because you're the entrepreneurs. You got excited about this book. You're going to want to be rich, right? But all of your employees, like how to raise your own salary was basically thinking or rich for, for employees. It's teaching them the same laws of success,

same principles, but for employees helping to make more money inside of their business, right? And you start looking at all the different things that he was coming out with afterwards was taking the same core principles, but then wrapping them in different things. Okay. So same. So it was a different hook, same frameworks, different stories, right? So there's a different hook on this one. It's gonna have a different audience. Bring them in.

Inside there, you have the exact same framework but then different stories that relate it to the entrepreneur versus the employee versus the salesman versus the insurance salesman. You look at all these places. They re-niched his philosophy in tons of different markets and areas and things like that, right? And I think this is fascinating. So it's a different hook, same frameworks, different stories.

And from that, he was able to, and you see this in his work, was able to go and hit so many sub-markets, so prolific because he's not rethinking, I need 12 new principles. I know principles haven't changed, but how do I apply this to this market and this market and this market and this market? Um, when I did my very first acquisition, Napoleon Hill things, I bought the whole library from JD who had been collecting for like 20 years. It was funny. Cause he was

like, Napoleon was my favorite author. He's like, I noticed something. He's like, I read all his books and he just kind of plagiarizes himself over and over and over again. I was like, well, you can't plagiarize yourself. But what he meant was just like, he's like, it's the same principles in every single book. They're just spun for whatever audience that he is speaking to at the time, which is so cool. So my next point here, number seven was niching down. Like, how do we, how do we take our, our core frameworks as we're going to different markets, like different hook, same framework, different stories that related back to that, that audience. Right. So that was really, really cool. Um, in fact, Matt and I recorded a whole YouTube video in the foundation, like 1030

at night, we pulled out as many different versions of this, right here, he did it here and then here and then here and then this, and just showing like same frameworks as different hooks, uh, different hook, same framework, different stories, and how many different, how prolific he was. Cause there were so many different ways he was able to teach the same frameworks, which I thought was really cool. Okay, that was number seven. Number eight, we come back to what number six was. Number eight, promotion. Okay?

He creates the stuff, doesn't stop. Somebody was creating something like, hey, hopefully the world likes it. Oh, they didn't like it. No, he creates something, and then he would go out there and aggressively market and promote, market and promote. We found examples of like Thinking Grow Rich. Like after it was done, he did radio shows. And it wasn't like nowadays we do podcasts.

We jump on and no one comes prepared. And we all just like jump on and ask each other questions. Like we found manuscripts of these radio shows. So they would like pre-write the entire radio show. So you could read it. You're like, okay, the host says this. The Napoleon Hill reads this. And then it's like a 25-page document. You could read it. You're like, okay, the host says this, the Napoleon Hill reads this. And then it's like a 25 page document. That's episode one. He would

do these like series where it's like eight or 12 radio shows talking about the principle, all promoting the book. So it wasn't just like, hopefully people buy it. It's like, I'm going to dedicate myself to writing a 12, a 12 radio show series to get on radio, to keep telling the stories, keep promoting and pushing back the book. I thought it was fascinating too, when we were at Mangal Conant and, um, they have these filing cabinets and the filing cabinets, we were pulling out these huge manuscripts. I'm like, what are these things? They're like, Oh, this is, this is the radio show. Like Earl wouldn't just like jump on without preparing and just talking. It was like, everything was pre-written out. Like they were so much more

thoughtful back then than we are nowadays. And, um, the same thing. So they'd write, they'd go write radio shows to go promote thinking, grow rich. Um, he's doing articles, they're doing ads. Um, it was fascinating when, when, um, how to raise your own salary came out. Um, he was like, Hey, this is for employees. It's like the employees most likely to buy are probably salespeople. So then he wrote this book called the secrets of master salesmanship right here. All the secrets of Salesmanship is, if you read it, it's like 20 articles or 10 articles or something like that. And every one of these articles at the end pushes people back to go buy How to Raise Your Own Salary.

So this, and then we compiled it into a book together. But all it was was basically all these articles, and he's putting them out there, he's putting them in shifts, and he's sending them to newspapers and outlets, all sorts of places trying to get them picked up, these articles on how to become a great salesman. Salesmen would see that, they would read it. And then the pitch at the end of every single article was go back and get how to raise your own salary. So anytime he created a

book, it wasn't just write the book and be done. It's like, he's writing articles, newspaper shows or radio shows, uh, uh, buying advertising, right? Just mass promotion at every single thing to get the message out to more people. So he knows two of these things are promotion. Cause again, I think most people in the world, they forget that step. Most important step, right? Creating the thing is not what changes the world. It's the creation and then the promotion of the thing, right? Like I said earlier, you got to become as obsessed with the marketing of the thing as you are about the thing. Otherwise it'll never change people's lives. Okay. So that was number eight. I've got two more.

Number nine. If you look at Napoleon Hill's, uh, the timeline someday, I heard you got a whole timeline or I can't wait to see everything fits in. Uh, but look at Napoleon Hill's timeline. Uh, as he's older, he kind of retired, semi retires from this whole thing. And then, um, he goes to speak in an event. I think it was in Chicago. I might be wrong on the details though. And, um, in the audience is W. Clement Stone. And if you don't know W. Clement Stone, he built a huge insurance company worth over a billion dollars, I believe, at the peak of his business. And he's there. He sees Napoleon Hill. He goes to the event because he heard Napoleon Hill was talking.

And he had read Thinking Rich when he was a kid, changed his life. And from the backside of that, builds this huge insurance company. He becomes one of the wealthiest men in America and W Clemson stone. I think W Clemson stone, I think he wanted to be Napoleon Hill. If I'm, this is like me reading through the lines, I may be wrong, but I was like, I think he's like, I want to be Napoleon Hill. So they ended up becoming partners together and they kind of re kick off Napoleon Hill's career and put it back out there into the mainstream. And they were, they're writing books together. They wrote, they were a book together. And then, uh, Clemson stone wrote a couple of the mainstream and they were writing books together. They wrote, they were a book together and then, uh, Clemonstone wrote a couple of books separately and they created a

business together. Uh, but it was partnership. And, um, in fact, when you guys go to the foundation, you notice me walking back door on the left-hand side of the door, you walk in, there's going to be a picture of Napoleon Hill and the right-hand side will be a picture of W Clemonstone. And, uh, if you had any here ever seen W Cle Clem Stone before? Two or three guys. Is he here? Oh yeah, this is him right here. This picture's not goofy. If you see, anyway,

he had this little tiny little mustache like this. And it was funny, there's videos, we've seen videos of him on camera. And again, he was very, it was funny because like, as big of a personality he was and big of a business he built, he was a great salesperson, trainer.

He seemed so nervous on camera. I don't know, versus Napoleon, who seemed very comfortable in these kinds of things. And anyway, it was just kind of fascinating, but, uh, you'll see W Clemson stones, uh, uh, picture as well when you walk in. So if you don't have context with him, that's who he was. He became business partners. I think he was really good for Napoleon Hill because he kind of, he wanted, he wanted to sell his book and the guy had tons of money. So he was putting money and effort into seeing like promoting the books they did together and other people's books and kind of gave Napoleon Hill this like second lease on life.

It felt like, uh, to get this message back out. And then, um, and from there they started taking the same frameworks and the repackaging in different ways. So they had a course that's called the science of success. And it was basically Napoleon Hill's frameworks plugged into the thing called the science of success. Uh, Clem Stone was like, there's one law of success. You forgot Napoleon Hill. That's like the most important one. It's called PMA positive

mental attitude. And so that became known later as the 17 law of success, which was positive mental attitude, which was an addition from a W Clem Stone. Uh, there's a, the book they did together called PMA, uh, which is all about positive mental attitude. Um, anyway, so W Clem Stone was such a big part of this, but you look at like the way that Napoleon Hill was going to be able to come out of semi-retirement and kind of have the second lease on life and blow the business back up was through partnerships. Finding people who had what he didn't have, right? Finding people with the money, with the distribution, with the desire to get this message back out and kind of put Napoleon Hill back on the map and it started growing.

And again, but what they did is they didn't come back and just launch Think and Grow Rich again. They came back, okay, here's the same frameworks. How do we wrap it differently? Okay. Science to success, same framework, different hooks, different stories, build out home study courses, live events. They were trying to franchise that they were, they were going big, trying to like take this message out to the entire world.

And, uh, it was through partnerships initially with W Clemson stone that made this whole thing possible. So for all of us, that's the next question, right? And our business is like, we're promoting ourselves with the partnerships. How can we, how can we find other partners to help take this message to more people? Which obviously for us, all of you guys are our partners in this, right? Like when secret success, like I've got a big list, we can sell a lot of stuff ourselves. I can buy ads by myself, but I'm always looking like it's so much more fun and I think more fulfilling working through partners. Um, um, and again, so thank you guys

all for being our partners. Um, that's the big part of it, right? It's like, how do you find partnerships to help extend your message and get out to more people? Um, all right. And then less, less than 10. And this is one that weighs heavy on my heart a lot because I always think about this as I became obsessed with this, this stuff last over the last few years. And I've been buying every book on personal development I can find. It has the word unconscious, success, secrets, any of the words. I bought all of them. You can ask Jenny. On the average.

No lie. Literally, every book that has those words in it. On eBay, I have alerts for all those things. It's every day I get probably. And then every author I've ever found. Anytime I read something, I'm reading like, Hill's Golden Rule, and he will quote three different authors. I'm like, oh, have alerts for all those things. So every day I get probably, and then every author I've ever found. And then anytime I read something, it's like, I'm reading like, Hill's Golden Rule, and he like, will quote three different authors. I'm like, oh, so I go find those, I buy all their books.

In fact, at the foundation, I found three authors that I'd never heard of before. I'm like, Matt, I found another author. And I'm on eBay, I was like, they've got so much stuff. I was like, I just bought 32 more books. And, and then, yeah, it's, it's, it's a bad. I mean, Jenny's been there for the whole, I mean, probably, I don't know, conservative. I mean, we're probably 8,000, 10,000 books have been delivered one by one from eBay to the post office to our office. Everyone's like, I remember John was like, I think we should have an intervention or something.

This is not healthy. I was like, are you sure? It feels really healthy. Anyway, so this is weighs heavy in my life, right? Like we're here doing our work, right? We're obsessed with like what we do. We're changing people's lives. We love it. And the thing that I always get stuck with is like, there's all these authors who had the same thing, right? And almost all of them, none of you guys ever heard it before. Like Elizabeth town, the fact that no one has ever

heard of it before. It's like, that is insane. She was not only was she the distribution channel for that thing. She wrote probably a dozen books on her own that are all amazing. Plus she published like 30, like she was the nightingale Conan of the ninth, early 19 hundreds. Like she published 30 or 40 other authors. Like you see a lot of the authors, you know, if you open it up on the front, it says town publishing, like she published those people and no one even knows who she is. Right. How do you go from that big to nobody know who you are. And then you look at like the, the people that surround like Napoleon Hill still around, you look at a nine go cone. And so I look at the companies that are still like, what do they do differently?

And so this part for me has been very, very interesting. I think a lot about number 10 here. I wrote is leaving a legacy, like succession plans. Like how do you, how do you structure so that when you're gone, it's not gone, right? Like most authors, by the time their life ends, like six months to a year, the world's forgotten who they are, which is devastating. Isn't that like the saddest thing in the world? And so I've been studying like what happened and like, like Napoleon Hill, before he passed, like they built a foundation to put things together, had things in place. They had people to run things. They had, you know, there, there was, there was stuff in place. And I think for me and for all of us is just thinking about that. Cause I don't think most people think about it. Most people are so excited about the here and

the now they're not thinking like, okay, when this is all done, I feel like I've been called to change people's lives. I'm here on this earth. I'm doing these things, but how do we extend it? How do we extend our lives past, past when we end? Right. And so I look at, I look at what Napoleon did, you know, setting up a foundation and having a mission and having these things, having partners at W Clemson. I think W Clemson, I think was the first head of the Napoleon foundation. And then when that, when he was gone, then there was somebody else and somebody else. And like now even see, he died in 1970, right? We're at, what year are we in 2020? So like 50 years, 50, 60 years ago.

It's still here. It's still happening, right? Where most everyone else is, you know, you ask a year, year and a half, like, how did he do that? So for me, it's like the last thing Napoleon Hill did was he knew the worth of what he had created, what he was doing. And he figured out a way to live beyond that by creating something that left the legacy behind.

And so for me, I don't know the answer to this. I know this is my mission right now. This is what I'm, why I'm building an event center, why I'm trying to do things. I figure for myself, like if I can figure out a vehicle that'll help to extend these authors lives that have changed my life, like I'm hoping that by creating and discovering that vehicle is it'll be able to extend my mission and my message out for longer too. And so that's like my last obsession. So Napoleon Hill did it. I mean, he's, of the people we know, I mean, of the hundreds and hundreds of authors

I've purchased, he's the one that's here the longest that people still know. Most people haven't heard of any of the other people, but you can walk into the food court of the mall and say, who has ever heard of Think and Grow Rich? And half the hands will go up. Whereas any other author, no one's, very rarely, even in rooms of entrepreneurs

who should know these things, they don't know what they are. And so, um, figuring out how to leave your legacy is the last step that Napoleon Hill did so great. Um, you look at him as an entrepreneur. So I'm gonna go through the 10 points again, real quick, just, we have a recap of them. Number one is having an origin story that you tell over and over and over again. Uh, even when you are beyond tired of telling that story. Number two is the building of your framework, spending time acquiring the principles and the things to make your framework, your philosophy, a real thing. Number three, studying the advertising, becoming more obsessed with the marketing of your thing than you are with the actual thing. Uh, number four is focusing on building a distribution channel for us is typically email lists and followings for them. It was magazines. Um, number five is

creating your core philosophy or your doctrine, taking all the frameworks, all the principles principles and turning it into something that you can then put out there into the world as an actual philosophy. Number six, after the philosophy is done is focusing on promotion of the philosophy, getting it out there to the world. So people are aware of it. Number six, figuring out ways to niche down so that you can take a big philosophy of law success and break it down into entrepreneurs or small business owners or life insurance salesmen or, um, or employees, right? So niching down to get your message out to more people where you have different hooks, same frameworks, different stories. Number eight is after you do that, then doing more promotion, getting out there and promoting even harder. Number nine is looking for partnerships, uh, to help extend your message out to the masses.

And number 10 is figuring out ways to leave a legacy. So the work we are doing today doesn't die when we die. They can live beyond ourselves. And so those are the 10 things I think Napoleon Hill did an insanely cool job as an entrepreneur that just last two or three days has kind of crystallized in my head that I thought was really fun and I wanted to share with you guys today. So I hope that was valuable and I hope you guys enjoyed that. So.