Marketing Secrets with Russell Brunson - Money Mindset Secrets…

Episode Date: January 5, 2022

Did you know this may be holding you back from success in your business? Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing ---Transcript--- Russell Brunson: What's up everybody? This is Russell Brunson. Welcome back to Marketing Secrets podcast. One of the questions I get asked a lot about, and I don't spend a lot of time talking about it, is actually money and mindset around money, and how that works, and things that can help you to make more money, things that hold you back from making money. They have nothing to do with your skill set, it just has everything to do with the conversations, the beliefs, the things inside of your mind. This interview with Josh Forti, it was really fun and hopefully you enjoy it. Hopefully it'll help you if you do have money blocks, to help you get unstuck. If you don't think you have money blocks, you probably do. And this hopefully, interview, will make you very aware of those things, and help you to find those things and knock them out in your life. That said, we'll keep the theme song, and when we come back, listen in on this interview with me and Josh Forti. What's up everybody? Welcome back The Marketing Secrets podcast. I'm here today again with Josh Forti, and we're having so much fun today. We just recorded one episode and now we're going deep into episode number two, which we're going to be talking about mindset as it relates to things that are very specific to you guys as entrepreneurs. I'll Josh talk more about this as he's going to be queuing up the question, but hope you guys enjoy this episode as well. Josh Forti: All right, man. First off, we got to talk about your shirt. I feel like there's got to be a story behind this. Guys, for those of you that are listening on audio, let me just explain real quick. It is a skull and crossbones, but it's not just a skull and crossbones. It's got bunny ears on the skull. It's got little waves off to the side. What does it say on the sleeve? Russell: It says, "Psycho bunny." Josh: Psycho bunny. Russell: This is actually a really cool brand called Psycho Bunny, and I bought a couple of their things. I'm like, "This is a cool brand." And then I was shopping with Bart Miller in Vegas, and they have a Psycho Bunny shop. I went in there- Josh: Oh dang! Russell: And they had shirts and jackets and suit jackets that have the Psycho Bunny inside. It's just a fun, cool brand, and I really like it. Psycho Bunny. Josh: Okay. There's no grand, huge story behind how you got it. You just liked it. Russell: I should buy the company because it'd be really cool. Anyway, nope. Nothing. Josh: Guys, when you're a funnel hacker and when you decide to take over the world and create empires, you can randomly decide on a podcast that you're just going to ... "I should buy the company." That's not a normal thing that most people get to say, but it's super dope. Russell: This could be a fun episode in the future because as we acquired two big companies last year and I'm learning about this and having more fun with it, there are some cool ... For most of us, we look at a company, like, "There's no way I could buy that company," but then like Tai Lopez who just bought RadioShack and he bought Pier 1 Imports and all these companies… Josh: Dress Barn. Yeah. Russell: Now, I bought a couple companies and I'm like, oh, my gosh, there's actually a really cool strategy where it doesn't technically cost you any money if you do it correctly. We bought Dan Kennedy's company for a steal. We've launched the first thing. Now we made our money back. And now moving forward, everything I do with Dan Kennedy's company is pure, unadulterated profit to the bottom line. And that's exciting because ... All of a sudden it's like, you can actually buy companies when you understand the core principles of what we do. Anyway, that's a topic for another day, but it's kind of a fun one. Josh: So much fun stuff. Topic for another day. We'll do many episodes. Now is not the time. We're going to dive into what I think goes really well with our last episode. Last episode we talked about goal setting and setting things up, and that last bit of it was around identity and beliefs and values and rules and things like that. I want to talk about mindset here, and specifically the mindset ... There's a couple core key areas, because what's interesting is a lot of times we think mindset is we have to train our minds to think a certain way, or we have to overcome false beliefs about bad things. Like, "I'll never be successful" or "I'll never be this." But it goes both ways, because often times we can have fear of success. We can have fear that, oh, my gosh, what happens if I actually achieve that goal? There's so many different things around that, that we could dive into, but I want to kick off with this one specifically around mindset around money. I do want to talk about not just money, failure, doing the impossible, things like that, but I want to start with money because I feel like money is one of these things that we all have some form of weird relationship with it. Very few people grew up in a home where their parents and everybody around them had a healthy relationship with money, because most people ... I would say 90 plus percent of the people that I've met do not have a healthy relationship with money. They don't understand it. They don't understand what it represents, how it works, any of the things with it. For you, I want you to take us back because one of things, and I've kind of told you this at the beginning, a lot of people in the ClickFunnels world, like Russell. I was talking to Brad Gibb the other day. Shout out to Brad. He's awesome. He's like, "Russell has come and he's taken these handcuffs off of us, to where now we just can print money." It's ridiculous. It's kind of a cheat code. When we talk about it to all of our friends, we go around and we're like, "Yeah, we just kind of make money on the Internet." They're like, "How do you do that?" We're like, "We don't know. We just do what Russell says and it just works." Russell: It’s a magic trick! Josh: It just shows up. It's amazing. We've kind of unshackled the making of money, if we follow what it is, but keeping money. But our thoughts around money, our beliefs around money, how we perceive and value money, how we think money is going to change us. All of these different other things around money, those things are now new problems that a lot of us are running into, or have not yet applied the things that you've told us to do because of those beliefs. I think both of those are true. I've seen so many people ... I made not a ton, ton of money, but certainly 10 times more money than I'd ever made in my life when I first got started, and blew it all because of my poor, very unhealthy, almost toxic relationship with money. Take us back, what are the money shifts or the beliefs around money, specifically in mindset, that you had to go through. I'm just going to kind of leave that open ended and see where you take it. Russell: The first thing I think that would be useful for everyone is for everyone to actually, honestly sit down and look at their relationship with money and understand it ... It's funny because if you would ask Russell 15 years ago Russell if this was actually a real thing, I'd be like, "No, this is stupid. Just make money. It's easy." But I had a friend who I worked with, man, probably 12, 13 years ago on a project and he was someone who is super charismatic, super dynamic, super talented person. When he was younger, he used his talents and his gifts and he made a whole bunch of money really, really fast. Crazy, crazy money. Money that doesn't make any sense. When he got that money, he started doing stupid things with it. He got into drugs and alcohol and all the problems that are associated with when you make too much money too fast as a kid, and almost destroyed his life. He almost died. He almost lost his family and his marriage. All these things happened. He lost all the money, which was probably a blessing. And then he refixed his life. And then he got back to the spot where he's like, "I want to make money again." I watched him for probably 10 years of his life, where he would do all the right things, he would get close to making a bunch of money and then he would literally subconsciously destroy everything he had built, and it kept happening. At first I was so confused by it. I'm like, "You were so close. How do you keep messing this up? I don't understand it." Then he told me a story. He didn't know this subconsciously but we had a conversation one night where he told me a story. I was like, "Oh, my gosh. Subconsciously, you are linking the destruction of your family, your health and all these things to making money, because that's what happened the very first time. Now every time you get close to it, your whole subconscious mind is like, no, and starts making you do stupid things to destroy yourself from actually having success." I've seen ... Now, it's been a decade of me watching this. And as much as I love this person, I keep seeing him. He's so talented, so many gifts, and keeps not having any success because of this thing that happened in his youth. His is an extreme example, but this is happening to all of us. You think about when you were growing up, what are the things that your parents said about money? What are the things that you heard at church about money? What are the things you heard in different spots? There are so many things that have been ingrained in our head that we don't even know consciously. And also, we start having success in whatever. We start making money or we start getting close to making money, and all these warning signals are popping off in your head, like, don't get money because of this because you'll become a bad person and you're going to fall away from God. You're going to be doing this. You're going to be the bad person. You look at TV. Myron Golden is the first one that ever pointed this out to me. You look at every movie, every superhero movie, for the most part, the bad guy is the rich billionaire who is this horrible person. This is ingrained in our heads that money is going to make us evil. Those things are real, and even if you don't think that they're affecting you, they probably are. Josh: And then you don't consciously believe it. Subconsciously they control you. Russell: Yeah, it's affecting you. I've seen this in my own journey. When I first started making money, I thought everyone was going to be excited. I was like, "This is so cool." I was so excited to teach everybody else. I started making money. I start teaching people and try to show my friends and my family and what happened. The response I got was not what I thought it was going to be. It was not like, "This is amazing-" Josh: At all. Russell: "Let's try it." Instead it was weird, especially for my wife. My wife struggled with it even more so than me because I've had success in parts of my life in the past where ... In wrestling, I was a state champ, I was an all-American. I hit these different things, but there was this weird side of success you aren't expecting where the people around you who you think are going to be celebrating with you, they don't. In fact, I remember my mom when I bought my dream house ... My house is ... You've been to my house. Josh: Your house is insane. It's so awesome. Russell: It’s like the coolest thing in the world. When I was growing up, I wanted an insane house. I remember I was finally at a spot where I could buy this house. In the reality, I didn't pay it off immediately. I could've just paid cash for it. I didn't. But within two years I think I paid it off, which was a big deal for me. But I remember when I was buying my house, I remember a comment my mom said. She was like, "You don't want to buy a house like this because then you're going to be one of those rich people up on the hill." I was like, "What does that mean, mom?" She was like, "They're the ones that are always looking down at everybody else." I'm like, "What?" All of a sudden I was scared to tell my mom about my success because my mom viewed the rich people as this thing over here. And then other people. It was this weird thing where all of a sudden it makes you want to shrink down, it makes you want to hide because you're like, "I don't want people judging me because of this thing." For all of you guys, for all of us, there's these things that may happen, where comments are made, when people we love and respect were to all of a sudden to ... The side of success that you think is going to happen doesn't. Especially in money. I think money is a big one because it's such a thing. Josh: Yeah. I also think that because of the stories that we're told by everybody else, like you're saying, subconsciously it's ingrained in our society, what money is and how it works, nobody understands it. Taylor Welch ... You know Taylor, right? Taylor Welch? Russell: Yep. Josh: He's the one ... He and I have become ... I don't want to say good friends, but certainly friends over the past little bit. He was actually the very first person I ever interviewed on my podcast. Russell: Very cool. Josh: He got me into money. He was like, "Study money. Because once you understand how it works, it'll completely change your perspective of it." I always joke around with my mom. I'm like, "Money's not real. It's all fake." In America specifically, the U.S. dollar is not real. It's all fake and it's all made up. She always pushes back. She's like, "It's not fake because I can guy groceries with it." I'm like, "That right there, that shows that I have a different relationship ..." And side note, I freaking love my mom. My mom and I have an amazing relationship. But my mom and I have a completely different fundamental relationship with money. That was a very interesting learning lesson for me. When you change your relationship with money, when you change how it works, when you understand it differently and when you change your relationship with it, it also becomes not hard to get or keep, because now you're not needy of it. Your relationship changes with it. I always think about ... Take it back to dating. I'm not even going to say the book because I don't want people to go ... It's not a great book, but I was reading a clip out of this book one time and the guy in it goes, "Money and ..." Let's say, relationship. Money and girls are kind of the same thing. Those are not the words he used, but money and girls are the same way. If you're desperate and needy of it, you'll never have it. But if you don't care, it'll come abundantly. That was a very interesting shift for me as well. Anyway, I didn't mean to interrupt you but that was very interesting. Russell: It's key. As I studied Tony Robbins, the biggest thing I learned ... One of the biggest things. I shouldn't say the biggest, but is just becoming aware of things. I think the first step for of any us is being aware of how this is actually affecting you. For a lot of us, at whatever level you're at, the reason you're not at the next level is because there's some belief around it that's keeping you from there. It's interesting, I remember when I had the goal, when I hit a million dollars in a year, I didn't hit it three years in a row. Every year I was within $50,000. Like, $75,000. How am I not hitting this? It was like, I had these weird beliefs around that thing. As soon as I broke it, I was like, this is easy. Going from million to 10 million was next. Getting to two, three, five, eight million was easy, but then 10 million was this gap where I was stuck. It's beliefs. What's easy? What's hard? A couple things ... Again, this is one of those topics. I've never taught this before so I don't have the, here's the Russell three step framework. Things have happened in my life that I became aware of this for myself. One of them was, I had a coach ... I've had her a couple times throughout my life. She's awesome. One of my favorite coaches of all time. Her name is Tara Williams. Tara ... It was interesting because I always thought ... Again, especially people who are religious, there's always this belief of is money going to make me evil? You hear these things on the side. I definitely had this subconscious fear around that. If I get too much money, I'm going to forget God. I'm going to forget my family. All these things couple happen. Because they do. They happen to so many people. We see it. I had that fear behind it. I remember, especially when I bought my house, I was like, I bought this house and it's crazy. Anyway, Tara was at our house, actually, doing a coaching session with my wife and I. It was an interesting thing. But she said a couple things in that meeting that had a big impact on me. One of the things was ... She asked my wife this specifically. "Do you think this is bad that he bought this house?" My wife is like, "Yeah." She has so much guilt associated with it, because she's like ... It was interesting because Tara brought back, "Because you guys have money, talk about things you've done. Last year you gave a million dollars to OUR. Last year you did this. Last year you did this. How many people have you helped? How many entrepreneurs have you empowered? How many jobs have you created?" We started going through this whole thing, and it was like, all these things you're doing has been creating wealth for you. You have this wealth. You can just give it away and you guys do give a lot away, but is it bad for you now to enjoy some of it, to buy a house? Still she was like, "I don't know. Is it bad or not?" She's like, "Now you have this house, what have you guys done with this house?" I was like, "We have our kids here and we have our family here. We bring people here. We're able to serve people at a different level because we have these things." All of a sudden it was like, oh, my gosh, this isn't a bad thing. I remember hearing Richard Branson, somebody asked him ... Who was it? It was another one of those moments for me that opened my mind. But someone asked Branson, "Do you feel guilty that you're not down at the soup kitchen helping feed these people?" Branson's response was so powerful. He said, "The people of the soup kitchen who are feeding people, that's amazing. We're so grateful for them. They're giving their time and their effort. It's powerful. I'm not going to go to the soup kitchen and feed people soup, but I can give the soup kitchen $50,000, and that's going to feed 10,000 people. It's different service but it's still service, and this is able to help even more people." I started thinking about that. Man, these tools that we create, like wealth and the things that we have can be so much more impactful if we use it correctly. It's not a bad thing. It's just understanding these are tools that we have. Anyway ... Josh: It's interesting you say that and phrase it that way because that was one of the things, actually, Brad Gibb, he's a very good friend of mine as well, and we talk a lot. And he's taught me probably more about money as far as investing how it works and how to use it and things like that, probably more than anybody else. Very, very smart. One of the things that he said is money is not all the same. He's like, "You can have a million dollars over here and a million dollars over here and one of them be used for good and to multiply and to be productive, and one of them be used just to indulge and be gluttonous and to be greedy. Is money good or bad? It's not good, it's not bad. It is. It is a tool for exchange. How you go and use it will determine whether or not it's good or bad for you in your own life." When he put it that way, I was like, if I have my money and I'm investing and I'm multiplying it and it's creating freedom and then I'm using that to be able to go out and give back, all of a sudden money is now good. It makes me be able to do my job better. But if I'm just going and I make a million dollars and I go to Vegas and I put 100 grand on black, cool. Maybe once in your lifetime. But that is not a good thing anymore. Now it's taking away from your gift. It can either be an amplifier or it can be something that takes away. That was a really, really big shift for me. It was like, how am I using it? Russell: It's powerful. Again, it just comes down to there's so many subconscious things that are weird about it. Next thing I want to talk about for entrepreneurs too ... And this is a trap with money that I got caught into for almost 15 years. When I stared my business, I remember I started making some money. I figured out what my wife and I needed to live. I think at the time it was $8,000 a month that was giving us the most amazing lifestyle ever. We set it up where our paycheck was eight grand a month and that's what was coming from the company. And everything else in the company I kept reinvesting back into the company. For a while that's important. That's where we're going to grow, where we're going to expand it. I look at my business for the next decade at least, maybe longer, I never pulled anything else out. It only kept getting reinvested, reinvested. And eventually ... Some of you guys heard my story. 10, 12 years ago we had this big crash where everything got shut down and we lost everything. And the thing that sucked is when it all was said and done, I had nothing. We never pulled money out. We never invested. We never did anything. It was all being reinvested back into the business. I got my guarantee, we had our certainty, eight grand a month coming in consistently every single time, but then nothing happened. I remember when we launched after that happened and everything crashed and we were rebuilding back up, during that time we had no money so everything is being reinvested back into the business because we had no business at that point. We started figuring this out. That's where I met Todd. We launched Click Funnels. When we launched Click Funnels, I instantly went back to my same pattern. Like, cool, all the money goes back into Click Funnels. That's how we're going to do this thing. Todd was like, "Dude, just so you understand, I did not build this thing to just have a good paycheck and let this thing keep growing. This is not worth it for me unless we pull money out." I remember I was like ... I had so much fear and I was like, "No. We can't do this." This is one of Todd and I's first and probably only real things where he was just like, "It's not worth it to me unless this is producing money that's being put over here for my family, for my church, for my faith, all the things I want to be doing." Again, we fought back and forth for a couple of months. The very first time we had some profit. I was like, "What do I do with this profit? Put it back in the business." Todd was like, "No, we need to pull it out of the business," and we fought back and forth. Finally, we figured out a way to make us both happy where we figured ... At the time, we need three months of money in reserve. Worst case scenario, that's there. But then after that's over, all of the money, 100% of the money needs to be pulled out and given to the owners. Otherwise we're going to be like you were, Russell, 15 years in and you've got nothing to show for it. All the stress, all the effort, all the energy, and nothing to show for it. That's how we set things up. I remember it was so scary for me. In fact, when we started pulling out and distributing out the profits every single month, I kept mine in there for two years. I didn't touch a penny of it because I'm like ... It's in my separate account. It's over there. What was crazy, though, is that all of a sudden this thing that I was doing started actually producing wealth for me, which took the stress down. I started seeing this thing happening, and all of a sudden it started giving me options where I had no options ahead of time. I think for a lot of entrepreneurs it's like, we have this thing ... It's funny because I see even big people like Gary Vee talk about this, like, "I don't care about money. I dump all my money back in. I'm just building this brand." I'm like, I thought that was the thing for a while too, but it's not. If the business is not producing wealth for the owners, what's the point of it? Eventually you got a job and that's it. It needs to be doing something or else it's not serving you, and therefore, it's not a gift. Josh: Was that the thing, though, helping you overcome that? Was it just doing it? Is that what helped you overcome it? Russell: Yeah, Todd forced me. If it wasn't for Todd, I would still be pulling out eight grand a month and that would be where I would be living. 100%. Todd forced me to do it and it stressed me out. I was so scared. For two years I didn't touch the money and all of a sudden it was like, oh, my gosh, there's this money here. Now I have the ability to ... This thing I had created, this value I was trying to put into the world was paying us back, and now we could ... Now we had all sorts of options. Especially when you're really pushing and you're working hard and you're grinding on something, if aren't seeing some tangible value back from it, it's not serving you. It's just taking from you. Again, this was my personal money, one of my personal issues I struggled with. This may or may not be that, but I would say for all of you guys, looking at this as you are creating a business and creating wealth, you need to be pulling things out. What you do with it is up to you. Like you talked about, use it for good, evil. You can give it to charity. You can do whatever. But if the business is just paying for itself, the business will continue to eat up all your money. It will. You leave money it, it's going to continue to eat it up and it'll disappear as fast as it can possibly happen. But if you start pulling it out and it's over here and it's different, man, it becomes more efficient. It becomes more effective. Everything becomes better because of that. Josh: It's funny, because my thing ... I had that same struggle except I wasn't even paying myself. I was literally just, what are my bills for the month, the bare minimum, and then that was it. And then I met my now wife and I started thinking about finances and she wanted stuff. I was like, but also the business. It was kind of like this thing. Katie came along and was like, "Josh ..." The very first ... She didn't give me a lot of tactical things. It was very mindset-focused. I remember one of the biggest tactical things that she gave me out of the very few that she did, she was like, "You need to pay yourself a paycheck, and that paycheck needs to not only be enough to cover all of your expenses, but it needs to in excess." When I started to put away multiple thousand dollars a month into savings or into being able to invest outside of the company, it changed my whole entire perspective. Weirdly enough, magically, the business made more money. It was like, made it every month. It was like, we're entrepreneurs. We figure out problems. Our brain programs for it. And then I started looking at it as myself as an expense. I was like, I'm a line item on the books. Just like I pay a contractor, that's me. All of a sudden, the business made enough money to cover that. But before that, it didn't. It was crazy. Russell: It's interesting because when you start seeing the results ... I've talked about this before. If you look at my Disc profile, there's the D-I-S-C, and then there's your values. My number one value is ROI. If I can't see the ROI of a situation, it makes it harder for me to do it. I was in business for a decade and a half and the ROI I was getting was good. I was like, "I'm helping people and having success, and it's fun to see the success stories." That was the ROI I was getting, and it was good. It kept me going. But man, I look at the last seven years of Click Funnel, it was like the pressure and the stress and all of the type of things. If it wasn't for the ROI, it took this pressure, but here's the ROI of it, I wouldn't have been able to do it. As soon as I started seeing the ROI and the ROI gets bigger and bigger and bigger, all of a sudden it's like, this becomes fun again and you get excited. How do I make the ROI ... For me, it's all about the ROI, the return on investment, any situation is the key. If you don't have the ROI, it gets hard. It's hard to be creative. It's hard to come up with the next idea, the next thing, and the stress and the pressure that comes. What's the return on investment for the effort you're putting into it? But if you see the ROI and you start amplifying it, then it becomes a more fun game. That's where you start growing from a million to a 10 to 100 and beyond because it's like, I see this game. I'm playing it. I'm getting the return on investment. But I never saw that before because the only return on investment I was getting was this one thing, and those things they feel good, but it's hard to keep score with the feel goods. You got to have a scoreboard to see, like, oh, my gosh, I'm winning. Can I win even more? What's it going to look like? And now it gives you options and opportunities… Josh: You mean you're telling me that all the stress and pressure isn't worth $8,000 a month? Russell: You know, I could get ... I was like ... Nowadays with all of the inflation, I can work at McDonald's for eight grand a month, I think. It's crazy. Josh: Man. Russell: But back then- Josh: That's crazy. Russell: That was the ... Anyway, it's crazy. Josh: You can buy Bitcoin and keep up with inflation. Bitcoin, the savior of money. One more. I kind of want to dive ... I wasn't going to make this a money episode, because that's kind of where it's been. When did you make the shift ... One of the big problems with entrepreneurs, talking maybe a little bit more established entrepreneur, is once they're making money ... I was talking with Brad about this and he was talking about in the inner circle. He was in there ... Or in Category Kings, right? The guy's like, "What's the main problem that you solve?" Brad was like, "So interesting. We thought we could answer that question." Then he asked us it and we try to do it, and it was like, dang, what is the main problem that we solve? What he said is one of the things that they came down to was entrepreneurs know that if they have money, it should be doing more. But they don't know what to do with it. This is something that you probably are an amplified example of this, because you're really, really good at making money. You don't even need to think about what your money should be doing because you can just go make more of it. Once again, that because you've unshackled us. It's like, "All right, want a new car? Go build a funnel. You want a palace? Go build a funnel. Want to take a vacation? Launch a funnel. Just do a funnel and you print money." For you, when did that shift happen for you when you actually started paying attention to, I can't just leave my money in an account right now? I can't just buy cars and houses because those don't make me ... You have houses, you've got the cars, you've got everything you've ever wanted and you still have money left over, so when did you make that shift of, my money needs to be doing more, and how did you solve that problem? Russell: Interesting. This is one that's been more recently solved for me, actually, which is fascinating. For a long I was just hoarding it. Just hoarding it, keeping it here. Then Brad and Ryan ... You have to invest it. I'm like, "I don't want to do that." They forced me to do ... I give them a bunch of money every year and they do whatever they do with it, and that's awesome. I'm like, "Okay, cool. Something is happening." But then the money kept adding up. I remember one day I was like, "I'm in a weird spot where I could buy almost anything I want. What do I want? I'm going to go and spend some money." I remember going to eBay and I was like, "I'm going to buy anything I want." I was searching for stuff, and I spent four hours on eBay when all of a sudden I spent three grand. I was like, "That's it. I got everything I wanted." I was like, "Oh, crap, now what do I do with it?" It was interesting, because for me, it was like ... Again, this is something ... It's been a recent development. I can't remember if it was this podcast or the one I talked about it, I was like, I didn't know what to do with this. Yeah, I could invest in real estate, but that wasn't inspiring to me. I have money in crypto, but that's not inspiring. What's the things that's going to inspire me to want to do more? Again, it's ROI for me. What's going to give me the ROI of now I got to create more money so I can do this thing? So I have a lot of things. Again, we give money to charity. All those things are good and they get me excited. But I was like, what would be the thing that, for me, would amplify? When we bought Dan Kennedy's company, it was the first time I felt it. I bought his thing. We reorganized it, cleaned it up, and I was like, "Oh, my gosh, I'm able to take these things that were so precious to me and I can bring them back to the world, and I can monetize them. I can actually make money off of this thing." I got really excited. I told you I started buying old books. I started investing in Napoleon Hill books and Charles Haanel and Orison Swett Marden and Samuel Smiles and all these people, the founding fathers of personal development and business and all these kinds of things. I've literally spent a small fortune ... I've spent a lot of money in the last couple months on these old, old books, because now it's like, I'm not investing in real estate that's over here. I'm investing in these things I don't care about. Now it's like I'm investing in something that I can take and that I can turn this into more money, and I can turn it into help. I can serve my entrepreneurs. I can do more things with it. For me, that's what's been stimulating for me. That was the investment of ... It was like, I can dump it back into things, but it was like something that's meaningful to me. For some people, crypto is meaningful. For some people it's NFT. Finding the thing that's not just like, I'm investing to invest, but what's the thing that you're passionate about it where it becomes more than just ... For me, that's what I'm geeking out on. You know this, next door I'm building a 20,000 square foot library to house all these books, to build an event center, to build all these kind of things because this is what I feel like my life's mission is. I'm curating all these ideas and I'm bringing them back to people in the simple new form to help these ideas and these concepts live on. For me, that's double fulfilling because it'll make me money, but it's also something that can serve the people I've been called to serve as well. Again, buying Kennedy's company, I'm serving these people, but I'm also making money, which gives me the ability to serve more people. It's kind of fun. Josh: What was the shift, though? For a while you didn't do that, right? Russell: For a while I just sat there. I didn't know what it was. Josh: Who or what got you to the point where you're like, "Okay, I've got to go figure this out"? Yes, this is what you ended up doing with it, but I think a lot of people, there's got to be that thing that's like, "This is when I realized I got to figure out ..." Or some people just let it sit their whole life, I guess. You know what I'm saying? Russell: I heard stories about ... I don't know how true ... But like Scottie Pippen or Mike Tyson, he made half a billion dollars and he's broke. I was like, I don't want to be that dude who made a half a billion dollars and is broke right now. I need to figure out ... I always joke with Brad and Ryan when we were writing their webinar page initially, I was like ... On 30 Rock, there's that scene where Liz Lemon is talking to Alec Baldwin and he's like, "I need that thing that rich people do where they turn money into more money." He's like, "Investing?" He's like, "Yeah. I want to do that." For me, it was like, I've got money here. I need to figure out how to turn money into more money, that's not just me doing the whole thing. How do we amplify what we’re doing? How do we have that exponential growth? That was kind of the thing that got me into it. Again, initially it was doing the things that weren't exciting. I'd invested money in real estate and I hated that, so I had Brad and Ryan, I invested money with them. That was cool. It was passive. It wasn't passionate. I was trying to figure out what's the thing that I'm going to be passionate about, where now it becomes part of a game. Now I can see the ROI on this thing. I invested $40,000 this weekend on old books, how do I turn that into $400,000 or four million or 40 million? Can I do that? Now begins ... Now it's fun. Some people, real estate is that game. I got friends who own 100 houses, or 200 houses, and that's the game that they love. I look at Tai Lopez and he's buying these businesses. That's the game that he loves. What's the game you're going to love, the investing game you're going to love? There's a million ways to invest, but when you find one that you love, then it becomes ... Now it becomes a fun part of the game. I think it's understanding first off you need to do it, otherwise you're going to ... You mentioned this ... I can't remember if it was before we started recording, but people who have won Two Comma Club and they got nothing, or Two Comma Club X and they're broke. Entrepreneurs are good at generating money, but there's this other part that you got to learn how to invest it correctly. Otherwise, you're going to pull a Tyson or a Pippen and be broke in a couple of years from now. Yeah, I got 3 Two Comma Club awards on the wall, but I'm trying to figure out how to feed my family this weekend, and that’s now where you want to be… Josh: That's so crazy that's a reality for people. It really, really is. I think that's one of the things that I am very, very thankful to have learned relatively early on, is ... Russell: They're two different skill sets. Making money- Josh: They are. Russell: And keeping money are not the same thing. Josh: Yeah. Russell: They are completely different skill sets. In fact, typically, the people who are good at making money are the worst at managing it. Josh: Keeping it. Russell: It's like yin and yang. Understanding that if you're good at making it, you find people around you, like Brad and Ryan, I was like, "Here's money. Do that thing you do because I don't want to mess it up." Josh: Yeah. Russell: In fact, it's funny, before I invested money with Brad and Ryan, I invested it in two different deals. I was like, "This is the greatest thing in the world." Both of them, literally both of them turned out to Ponzi schemes. I got to write off multiple of millions of dollars last year because I gave money to ideas that were so good that me as the entrepreneur was like, "This is genius. This is the greatest thing in the world." Ponzi scheme. I got sold on the thing. It's funny, one of my friends just sold his business for eight figures and he messages me. He was like, "All right. I want to ask your opinion. Where should I put this money?" I was like, "Dude, do not ask me. If I think it's a good idea, it's going to be a Ponzi scheme. Find someone who, that's their life, is that, like Brad and Ryan. Go give your money to them," or find something like I'm doing now with the books and stuff, where it's like now. This is something that fits into my skill set. I think it was ... What's the old dude who invests all the money? Warren Buffett, that said only invest in things you understand. It's like, I understand how to turn old information into money. I'm investing in information and intellectual property because I can turn that into more money, and so that becomes something I can invest in, because I understand the game. I don't understand- Josh: So interesting. Russell: This, but I do understand this, therefore, I will invest in the thing I understand because I can turn this into more money. Josh: That makes sense. Side note on Warren Buffett, you know 80% of his wealth or something like that came off of nine trades? Russell: Really? Josh: Nine investments that he made, it produced 80% of his wealth or something like that. Isn't that insane? Russell: That is fascinating. Josh: That's why when ... I read the quote from him, it was in the context of this quote. It was like, Warren Buffett is like, everyone thinks they have to make a bunch of good decisions. He was like, "I try to make three good decisions a year." I was like, "Oh, my gosh. What the heck?" And then I found out that 80% of his wealth came from ... It was eight or nine trades or something, or investments, and I was like, "All right. I guess that makes sense, then, if you only need to make ..." Anyway, last question, rapid fire question on money. Is there anything that you could do, if you could go back and change something about what you've done or your handling with money, is there anything that you would change, and if so, what's the biggest thing that would be? Russell: Good question. I think I would've started ... Number one, I would've started pulling money out of my business faster. Number two, I would've had a plan for what I would do with that money. I wish I would've said, "I'm going to pull out ... After three months of thing, pull out all the profit, I'm going to put 25% in real estate, 25% in crypto, 25% in something else, and just have that happening in the background, I'd be a much wealthier man today." It took me a long, long time before I did that. Todd forced me to start putting money into crypto, which was one of the greatest gifts ever for me. Brad and Ryan are now forcing me to put money over here. It's like taking that and putting it in spots where again, it's not going to be 100%. I'm going to fall for two Ponzi schemes a year probably, but if I can get one of them to win and three of them to fail, or whatever that is, that's the big thing. I always thought that I will start pulling money out when blah. When I hit Two Comma Club, when I hit a million. The problem is that win never comes. You got to structure from day number one. When money comes in, boom. Profits come out. This happens here. I pay myself first. From the money I pay myself, 10% is going to go for me to go do stupid things, 25% is going to go into real estate or Bitcoin or stocks or whatever. And dividing that stuff up so it's happening at a small level, because when that happens, I wasted a decade and a half before any kind of investments happening. Can you imagine if I had 15 years of the stuff I was doing, turning into something? I missed out on so much of that, that I wish I would've done. Josh: You just got to make sure that you have a small percentage there, which is dedicated to losing bets and Bitcoin to Josh. If you have that, then we're good. For the rest of your life, you're going to be losing bets, so that's how that's going to work. Guys, I hope you enjoyed this episode with money. I'll let you sign it off, but this was awesome. We get to hear Russell Brunson talk about money, which is something that, you make a ton of it, but you don't really talk about it, which is awesome. Thanks for sharing a little bit more. Russell: Thank you. I apologize I don't have a framework for this yet, but this gets me thinking, man, if I could figure out something for entrepreneurs, this is the next thing to do, so then I'll talk more about it as I figure things out. But it's fascinating. I remember I bought a Dan Kennedy course on wealth creation, and it was fascinating because I'd heard Dan talk about building businesses and all that sort of stuff, but it was the first time he ever talked about wealth. Again, same thing. Fascinating. I'm like, oh, my gosh. I never thought about that side of the coin because most entrepreneurs don't talk about it, or don't think about it. I think it's important for us to think and talk and do more with it because again, 15 years of never investing anything, man, it would've been nice. I'd be in a different spot right now than I am today, for sure. Thank you, Josh, for hanging out and talking about money. Hopefully you guys enjoyed this episode. If you did, let us know if you want more about money and wealth and these kind of things. Let us know and we'll go deeper on topics. Just take a screen shot of this on your phone, post it, and tag me and write your #1 question you want to hear, and maybe we'll talk about it on the next podcast. Thanks again. Thank you, Josh, and I will see you guys soon. Learn more about your ad choices. Visit megaphone.fm/adchoices

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

One of the questions I get asked a lot about, and I don't spend a lot of time talking about it, is actually money and mindset around money and how that works and things that can help you to make more money, things that hold you back from making money. They have nothing to do with your skill set. It just has everything to do with the conversations, the beliefs, the things inside of your mind. And so this interview with Josh Forte, it was really fun and hopefully you'll enjoy it. And hopefully it'll help you if you do have money blocks to help you get unstuck. And if you don't think you have money blocks, you probably do. And this hopefully interview will make you very aware of those things and help you to find those things and knock them out in your life. So that said, we'll keep the theme

song and we'll come back, uh, listening on this interview with me and Josh 40. 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 answers. My name is Russell Brunson and welcome to Marketing Secrets. What's up everybody? Welcome back to the Marketing Secrets Podcast. I'm here today again with Josh Forte and we're having so much fun today. We just recorded one episode

and now we're going deep into episode number two, which is going to be talking about mindset as it relates to things that are very specific to you guys as entrepreneurs. So I'll let Josh kind of talk more about this as he's going to be queuing up the question, but I hope you guys enjoy this episode as well. All right, man. So first off, we got to talk about your shirt. I feel like there's got to be a story behind this. Guys, for those of you that are listening on audio, let me just explain real quick. It is a skull and crossbones, but it's not a skull and crossbones. It's got bunny ears on the skull. It's got like little waves off the side. And what does it say on the sleeve? brand called psycho bunny and i bought a couple other things like this is like a cool brand and then um i was shopping with bart miller in vegas and they have a psycho bunny shop and so i went in there and shirts and jackets and like suit jackets that like have the psycho bunny inside and it's just kind of a fun cool brand and i i really like it so it's like okay so there's no like grand huge like story behind how you got it you just liked it i should like buy the company

because it'd be really cool anyway no nothing guys when you're a funnel hacker and when you decide to take over the world and create empires you can randomly decide on a podcast so you're just gonna i should buy the company that's not a normal thing that most people get to say but it's super dope you know this could be a fun episode in the future because um as i'm as i've like we acquired two big companies last year and i'm learning about this and like have more fun with it. Like there's some cool, like I think for most of us,

we look at a company like there's no way I could buy that company. But then I look at Tai Lopez who just bought radio shack and he bought Pier one imports, all these guys, Desmond and yeah. And now like I bought a couple of companies like, Oh my gosh, there's actually a really cool strategy where it doesn't technically cost you

any money. If you do it correctly. Like we bought Dan Kennedy's company for a still. We launched the first thing. Now we've made our money back. And now moving forward, everything I do with Dan Kennedy's company is pure, unadulterated profit to the bottom line.

And that's exciting because, you know, and it's just like, all of a sudden it's like you can actually buy companies when you understand the core principles of what we do. Anyway, that's a topic for another day, but it's kind of a fun one. Ah, so much fun stuff. All right,ic for another day. We'll do many episodes. Now is not the time. We're going to dive into what I think goes really well with our last episode,

right? Last episode, we talked about goal setting and kind of like setting things up. And kind of that last bit of it was around identity and beliefs and values and rules and things like that. I want to talk about mindset here and specifically the mindset. There's a couple of core key areas, right? Because what's interesting is a lot of times we think mindset is we have to train our minds to think a certain way, or we have to, you know, like overcome false beliefs, like about bad things, right? Like I'll never be successful or I'll never be this, but like it's goes both ways, right? Because oftentimes we can have fear of success right we can have fear that oh my gosh like what happens if i actually achieve that goal right and so there's so many

different things around that that we could dive into but i want to kick off this one specifically around mindset around money and i do want to talk about uh you know not just money failure doing the impossible kind of things like that but i want to start with money because I feel like money is one of these things that like, we all have some form of weird relationship with it, right? Very few people grew up in a home where their parents and everybody around them had a healthy relationship with money because most people, like I'd say like 90 plus percent of the people that I've met do not have a healthy relationship with money, right? They don't understand it. They don't understand what it represents, how it works, like any of the things with it. Right. And so for you, like, I want to kind of take back because I want you to take us back because one of the things, and I've kind of told you this at the

beginning, right? A lot of people in the ClickFunnels world, like Russell, I was talking to Brad give the other day, right? Shout out Brad. He's awesome. Right. He's like, Russell has come and he's like taking these handcuffs off of us, right? To where now we just can just print money. It's ridiculous, right? Like, it's like kind of a cheat code and when we talk about to all of our friends we go around and like we're like yeah we just kind of make money on the internet they're like how do you do that we're like we don't know we just do it russell says it just works it just shows up it's amazing right and so we've kind of like shackle or unshackled the making of money right if we follow what it is but keeping money but our thoughts around money, our beliefs around money, like how we perceive and value money, how we think money is going to change us, right? Like

all of these different other things around money, like those things are now new problems that a lot of us are running into or have not yet applied the things that you've told us to do because of those beliefs, right? And I think both of those are true, right? And I've seen so many people and you know, I, I made not a ton, a ton of money, but certainly 10 times more money than I'd ever made in my life when I first got started and like blew it all because of my poor, very unhealthy, almost toxic relationship with money, right? And so like, take us back. What are the money shifts or the beliefs around money specifically in mindset that you had

to go through? And yeah, I'm just going to kind of leave that open ended and see where you take it. Yeah. The first thing I think would be useful for everyone is for everyone to like actually honestly sit down and look at their relationship with money and understand it. And it's funny because if you had asked Russell, you know, 15 years ago, Russell, if this was actually a real thing, I'm like, no, this is stupid. Like just make money. It's easy. But, um, I had a friend who I worked with, man, probably man, 12, 13 years ago on a project. And he was someone who super charismatic, super dynamic, super like just talented person. And when he was younger, he, um, he used his talents and his gifts and he made a whole bunch of money really, really fast, like

crazy, crazy money. Like, you know, money doesn't make any sense. Um, and then when he got that money, he started doing stupid things with it. He got into drugs and alcohol and like all the problems that are associated with when you make too much money too fast as a kid and almost destroy his life. He almost, he almost died. He almost lost his family and his marriage. Like all these things happen. And then, you know, he lost all the money, which was probably a blessing. And then he refixed his life. And then he got back to the spot where he's like, I want to make money again. And I watched him for men, probably 10 years of his life where he would do all the right things. He would get close to making a bunch of money. And then he would just literally subconsciously destroy everything he'd built.

And, and it kept happening. And at first I was like, so confused, like, I'm like, you're so close. How do you keep just like, how do you keep messing this up? I don't understand it. And then he told me a story and he didn't know this subconsciously, but we had a conversation one night where he told me a story. I was like, oh my gosh, like, like subconsciously you're linking the destruction of your family, your health and all these things to making money because that's what happened the very first time. Now, every time you get close to it, your whole subconscious mind's like, no.

And like, starts just like making you do stupid things to destroy yourself from actually having success. And I've seen now it's been a decade of me watching this. And as much as I love this person, I keep seeing him. He's so talented, so many gifts and keeps, um, not having success because of this thing that happened in his, in his youth. And so his is an extreme example, right? But this is happening to all of us. Like you think about when you're growing up, like what are the things that your, your parents said about money? What are the things that you heard at church about money? What are the things you heard different spots? Like, like there's so many of these things that have been ingrained in our head that we don't even know consciously. And also like we started having success in whatever we start making money or start getting close to making money.

And, and all these warning signals are popping off your head. Like, like, like don't get money because of this. Cause you become a bad person. You're going to fall away from God. You're going to be doing this. You're going to be like, you're gonna become a bad person. You're going to fall away from God. You're going to be doing this. You're going to be the bad person. You're going to be – like you look at TV. Myron Golden is the first one to ever point this out to me. If you look at like every movie, every superhero movie, for the most part, like the bad guy is the rich billionaire who is like this horrible person. And it's like this is ingrained in our heads that money is going to make us evil.

And so I think that there's – like those things are real. And even if you don't believe, even if you don't think that they're affecting you, they probably are. And I know you don't consciously believe it subconsciously. They control you. Yeah. It's affecting you. And, um, um, I've seen this, uh, in my own journey. Like when I first started making money, I thought everyone was going to be excited because I was like, Oh, like, this is so cool. Like, Oh, and I was like, so excited to teach everybody else. And so like, I started making money. I started teaching people to try to show everybody, like show my friends and my family and what happened. And the response I got was not what I thought it was going to be. It was not like, this is amazing. Let's try it instead. It's just like, it was, it was weird. Um, especially for my wife, my wife struggled with it. I think even more so than me, because I, you know, um, I've

had success in parts of my life in the me because i you know um i've had success in parts of my life in the past where you know like i became in wrestling i was a state champ i was an all-american i hit these different things and um but there's like this weird side of success you are expecting where the people around you you think are going to be like celebrating with you they don't um in fact i remember my mom like when i bought my dream house like my house is in i mean you've been in my house it's insane like i was growing up i just i wanted like an insane house i remember like i was finding that spot where i could pay i could buy this house like and in the reality like i didn't pay it off immediately i could have just paid

cash for i didn't um but within like two years i think i paid it off which was a big deal for me and it was like um but i remember as i was buying my house remember a comment my mom said she's like you don't want to buy a house like that because you're going to be like one of those rich people up on the hill. And I was like, what does that mean, mom? And she's like, well, they're the ones always looking down on everybody else. I'm like, what? And also I was like scared to tell my mom about my success because my mom viewed the rich people as this thing over here, right? And then other people and like, and it just, it was this weird thing where it also makes you like,

it makes you want to shrink down. It makes you want to hide because you're like, I don't want people judging me because of this thing. And so there's always – anyway, for all of you guys, for all of us, there's these things that have been happening where comments are made from people we love and we respect where all of a sudden like the side of success that you think is going to happen doesn't, especially in money. Like I think money is a big one because it's such a, it's such a thing, right? Um, yeah. And I also think that because of the stories that were told by everybody else, like you were saying conscious or subconsciously and just ingrained in our society, how, what, like what money is and how it works. Nobody understands it. And like Taylor Welch, you know Taylor, right? Taylor Welch?

Yeah. So he's the one – he and I become – I don't want to say good friends. Certainly friends over the past little bit. He was actually the very first person I ever interviewed on my podcast. Oh, very cool. He got me into money, right? And he was like, study money. He's like, once you understand how it works, he's like, it will completely change your perspective of it.

And I always tell – I always joke around with my mom. I'm like, money's not real. Right. Like it's all fake. It's all made like in America specifically, like the U S dollar is not real. Right. It's just, it's all fake and it's all made up. And she always pushes back. She's like, it's not fake because I can buy groceries with it. Right. And I'm like that right there, that shows that like, I have a different relationship and side note, I freaking love my mom. My mom and I have an amazing relationship. But my mom and I have a completely different fundamental relationship with money. And that was a very interesting learning lesson for me. I was like, when you change your relationship with money, when you change how it works,

when you understand it differently, when you change your relationship with it, it almost becomes not hard to get or keep. Because you're not needy of it. Your relationship relationship with it, it becomes, it almost becomes like not hard to get or keep because now you're not needy of it. You're not, you know, your relationship changes with it. And I always think of like, take it back to dating, right? There's a, I'm not even gonna say the book cause I don't want people to go read. It's not a great book. Right. But like, I was reading a clip out of this book one time and the guy in it, he goes, um, he's like, you know, money and let's say relationship money and girls are kind of the same thing. That's not the words he used, but money and relationship are girls in the same way.

If you're desperate and needy of it, you'll never have it. But if you don't care, it will come abundantly. And so that was a very interesting shift for me as well. So anyway, I didn't mean to interrupt you, but that was very interesting. Oh, no. It's key. I think most part – and this is – as I studied Tony Robbins, the biggest thing I learned – one of the biggest things. I shouldn't say the biggest, but it's just becoming aware of things.

So I think the first step for any of us is being aware of how this is actually affecting you because for a lot of us, whatever level you're at, the reason why you're not at the next level is because there's some belief around it that's keeping you from there. It's interesting. I remember when I had the goal of $100 million in a year. I didn't hit it three years in a row. Every year, like I was within like $50,000, like $75,000. Like how am I not hitting this? And it's like I had these weird beliefs around that thing. And as soon as I broke it, it was like, oh, this is easy. And then like, yeah, going from, you know, from a million to 10 million was next.

Like, you know, getting to two, three, five, eight million was easy. But then 10 million was like this gap again where I was like stuck. And it's just like, it's just beliefs. Like what's easy, what's hard, right? And so a couple things. Again, this is one of those topics like I've never taught this before, so I don't have like a here's the Russell's three-step framework. Things have happened in my life that I became aware of this for myself. And so one of them was I had a coach.

I've had her a couple times in my life. She's awesome, one of my favorite coaches of all time. Her name's Tara Williams. And Tara, it was interesting because, like, I always thought, like, again, I think, especially people who are religious, like, there's always this belief of, like, is money going to make me evil? And, like, you know, you hear these things on the side that I definitely had a subconscious fear around that.

Like, if I get too much money, I'm going to forget God. I'm going to, like, forget my family. I'm going to, like, all these things could happen. And they, cause they do, they happen to so many people. We see it. Right. And so I had that fear behind it. Um, and, uh, I remember especially like when we bought my, my house and I was like, you know, I bought this house and it was crazy. So my terror was at her house actually doing a coaching session with my wife and I, and it was, it was an interesting thing, but she said a couple of things in that, in that meeting that just like had a big impact on me. And she's, you know, one of the things was like, do you, she asked my wife

this specifically, I do this as bad that you bought this house. And my wife is just like, yeah, like she has so much guilt associated with it. Right. Because she's like, Oh, like, and it was interesting because, you know, Tara brought back like, Hey, because you have some money to talk about things you've done. Like, like last year you give a million dollars. Oh, you are last year. You did this last year. You did this. Like how, last year you did this. How many people have you been able to help? How many entrepreneurs have you empowered? How many jobs have you created? We started going through this whole thing

and it was like all these things you're doing has been creating wealth for you, right? And so you have this wealth, you can just give it away and you guys do give a lot away, but is it bad for you now to enjoy some, to buy a house? And it was like, and still it's like, yeah, I don't know. Is it bad or not? And she's like, now you have this house like what have you guys done with this house it's like well we have our kids here and we have our family here we bring people here and we

like we're able to like serve people a different level because we have these these things and all of a sudden it was like oh my gosh like this isn't a bad thing i remember hearing um uh richard branson somebody asked him who was it it was like another one's like moments for me that opened my mind. But someone asked Branson like, hey, do you feel guilty that you're not down at the soup kitchen like helping feed these people? And Branson's response was so powerful. He said, look, like he's like the people at the soup kitchen who are like – who are feeding people, that's amazing. We're so grateful for them like that they're giving their time and their effort. He's like – it's powerful.

He's like, I don't have the ability – I'm not going to go to the soup kitchen, like feed people soup, but I can give the soup kitchen $50,000 and that's going to feed, you know, 10,000 people. He's like, he's like, it's, it's different service, but it's still service. And, and this is able to help even more people. And I started thinking about that, like, man, like, like these tools that we create, like wealth and these, and these things that we have, like can be so much more impactful if we use it correctly. And so it's not a bad thing.

It's just understanding like, man, these are tools that we have. So I don't know how – anyway. Yeah, no, it's interesting. But it's interesting you say that and phrase it that way because that was one of the things actually Brad Gibb, who's a very good friend of mine as well. We talk a lot and he's taught me probably more about money as far as like investing and just how it works and how to use it and like things like that. Probably more than anybody else. Right. Very, very smart.

Right. And one of the things that he said is. Money is not all the same. Right. And he's like, you have a million dollars over here and a million dollars over here. And one of them be used for good and to multiply and to be productive. And one of them be used just for just to indulge and be gluttonous and to be greedy. And he's like, so is money good or bad? He's like, it's not, it's not good. It's not bad. It is, it is a tool for exchange. Right. But he goes, how you go and use it will determine

whether or not like it's good or bad for you in your own life. And like when, when he put it that way, I was like, oh man, if I have my money and I'm investing and I'm multiplying it and it's creating freedom. And then I'm using that to be able to go out and give back or do like all of a sudden money is now good. It makes me be able to do my job better. Right. But if I'm just going and I, you know, make a million dollars and I go to Vegas and I put a hundred grand on black, right? Like, yeah, cool. Maybe once in your lifetime, but like, you know, that is not a good thing anymore. Now it's taking away from your gift. So it can either be an amplifier or it can be something that takes away. And like, that was a really, really big shift for

me. It was like, Hmm, how am I using it? Yeah. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live. Cause I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well,

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there's so many subconscious things that are weird about it. Next thing I wanna talk about for entrepreneurs too, and this is the trap with money that I got caught into for almost 15 years. So when I started my business, I remember I started making some money. I figured out what my wife and I needed to live. And I think at the time it was like $8,000 a month. It was like giving us the most amazing lifestyle ever. So we set it up where our paycheck was $8,000 a month, and that's what was coming from the company.

And everything else in the company, I kept reinvesting back in the company. And for a while, that's important, right? It's like that's what we're going to grow and we're going to expand it. And I look at my business for the next, man, decade at least, maybe longer. I never pulled anything else out. Like all of a sudden I kept getting reinvested, reinvested, reinvested. And eventually somebody has heard my story like 10, 12 years ago with this big crash where like everything got shut down

and we lost everything. And the thing that sucked is like when it all was said and done, I had nothing. There was nothing, like we never pulled money out. We never invested. We never did anything. It was just like, it was all being reinvested back into the business.

And so like, I got my guarantee. We had our certainty, eight grand a month coming in consistently every single time. But then like nothing happened. And I remember when we launched, after that happened, everything crashed, and we were rebuilding back up, and during that time, we had no money,

so everything was being reinvested back in the business because we had no business at that point, right? And we started figuring things out. That's when I met Todd. We launched ClickFunnels, and when we launched ClickFunnels, I instantly went back to my same pattern. I'm like, cool, all the money goes back into ClickFunnels.

That's how we're gonna do this thing. And Todd was like, dude, just so you understand, he's like, I did not build this thing to just have a good paycheck and let this thing keep growing. He's like, this is not worth it for me unless we pull money out. And I remember I was like, I had so much fear.

And I was like, no, we can't do this. And this is like one of Todd and I's first and probably only real things where he was just like, it's not worth it to me unless this is producing money that's being put over here for my family, for my church, for my thing, all the things I want to be doing. Um, and so again, we fought back and forth for a couple of months. The very first time we had some profit, I was like, we do this profit. I'm like, put it back in the business. And, and Todd's like, no, we need to like pull it out of the business.

And we fought back and forth. And finally we figured out a way to kind of make us both happy where we figured we need at the time time it was like we need three months of money in reserves. Worst case scenario, that's there. But then after that's over, all the money, 100% of it needs to be pulled out and given to the owners. Otherwise, otherwise we're going to be like you or Russell 15 years in and you've got nothing to show for it. Like all the stress, all the effort, all the energy and nothing to show for it. And so that's how we set things up. And I remember it was so scary for me. In fact, when we started pulling out and distributing out the profits every single month, I kept mine in there for like two years.

I didn't touch a penny of it. Cause I'm like, Oh, but it doesn't matter. Separate account was over there. And what was crazy though, is that all of a sudden, like this thing that I was doing started actually producing wealth for me, which took like the stress down. And I started seeing this thing happening. And all of a sudden it started giving me options where I had two options ahead of time. And so I think for a lot of entrepreneurs, it's like, we have this thing and it's funny cause I see even big people like Gary V talk about it. It's like, Oh, I don't care about money. I dump all my money. I can't. And like, it's like, I'm just building this brand. And I'm like,

man, like I thought that was the thing for a while too. But like, it's, it's not like if it's not, if the business is not producing wealth for the owners, like what's the point of it? Eventually you've got a job and that's it. Like it needs to be doing something or else it's not serving you and therefore it's not a gift, right? Was that the thing though that like helping you overcome that? Was it just doing it? Yeah.

Because that would help you overcome it? If it wasn't for Todd, I would still be pulling out $8, grand a month and that would be where I'd be living, 100%. Todd forced me to do it and it stressed me out. I was so scared. And for two years, I didn't touch somebody else. I was like, oh my gosh, there's this money here. Now I can – like now I had the ability to like – like this thing I had created, this value I was trying to put in the world was like – was paying us back. And now we could – like now I open all sorts of options. Like, and you know, especially when you're like, you're, you're really pushing and you're

working hard and you're grinding on something. Like if you don't see some tangible value back from it, like it's, it's not serving you. It's just taking from you. Right. And so it's like, just again, this was my personal money. One of my personal issues I struggled with years may or may not be that, but I would say for all of you guys, like looking at this as like, as you're creating a business and creating wealth,

like you need to be pulling those things out and what you do with this up to you, right? Like you talk about using it for good, you can evil, you can give it to charity, you can do whatever, but if it's not like, if the business is just paying for some of the business will continue to eat up all your money, like it just, it will like you leave the money in it. It's going to continue to eat it up and it'll disappear as fast as it can possibly happen. But when you start pulling it out, it's over here, it's different. Man, it becomes more efficient, becomes more effective and like everything becomes better because of that. Anyway, so.

Yeah, it changes your, and it changes. It's funny because my, my thing, I had that same struggle except like I wasn't even paying myself. I was literally just, what were my bills for the month? Like the bare minimum. Yeah. And then that was it. And then I met my now wife, right?

I started like thinking about finances and like she wanted stuff. And I was like, but also the business, right? And it was kind of like this thing. And Katie came along and was like, Josh, like the very first, she didn't give me a lot of tactical things, right? It was very mindset focused. One of the biggest tactical things that she gave me out of the very few that she did was she's like, you need to pay yourself a paycheck. And that paycheck needs to not only be enough to cover all your expenses, but it needs to be an excess.

Right. And like when I started to put away like multiple thousand dollars a month into savings or into being able to invest outside of the company, right. Like it changed my whole entire perspective. And weirdly enough, magically the business like more money. Right. And there's like made it every month. And it's like, we're entrepreneurs. We figure out problems. Our brain like need more money. Right. And it was like, made it every month. And it's like, we're entrepreneurs. We figure out problems, our brain like programs for it.

And then when I started looking at myself as an expense, right. I was like, I'm a line item on the books. Like just like I'd pay a contractor. That's me. Right. All of a sudden the business made enough money to cover that. But before that it didn't, it's crazy. Yeah. It's, um, it's interesting because when you start seeing the results, like I talked about this before, like if you look at my disc profile, there's like the DISC and then there's like your values. And my number one value is ROI. So like if I can't see the ROI of a situation,

it makes it hard for me to do it. So I was in business for a decade and a half and the ROI I was getting was good. Like I was like, Oh, like I'm helping people and having success and it's fun to see success stories. And like,

and like that was the ROI I was getting. Um, and it was good. It kept me going. But man man like i look at the last seven years of click funnels like the pressure and the stress and all the type of things um and if it wasn't for like the roi i'm like like man i took this pressure but like here's the roi of it i wouldn't be able to do it and as soon as i start seeing roi and the roi gets bigger and bigger and bigger and all of a sudden it's like this becomes fun again you're excited like how to make the roi for me it's all about the roi the return on investment any situation is the key right um and so it's like if you don't have the roi it gets hard like it it's hard to be creative it's hard to come up the next idea the next thing and like the stress and the pressure to come

like like what's the return on investment for the effort you're putting into it but if you see the roi and it like you start amplifying it then it becomes a more fun game and like that's where you start growing from a million to 10 to 100 and beyond because it's like I see this game. I'm playing it. I'm getting a return on the investment. But I never saw it before because the only return on investment I was getting was this one thing. And those things, they feel good, but it's hard to keep score with the feel-goods, right? You've got to have a scoreboard to say, oh my gosh, I'm winning.

Can I win even more? What's it going to look like? And now it gives you options and opportunities. You mean tell me that all this dress and presser isn worth eight thousand dollars a month um you know i could get i was like i could i mean nowadays with all the inflation i could work mcdonald's for eight grand a month i think like it's crazy you know what i mean like but back then that was the anyway it's crazy so you can buy you can buy bitcoin keep up with inflation bitcoin the savior of money um okay one more like i kind of want to dive this wasn't make this a money episode because that's kind of where it's been yeah like

when did you make the shift because i think one of the big problems with entrepreneurs talking a little bit more maybe a little bit more established entrepreneur is once they're making money um you know i was talking with brad about this and he was talking about in the inner circle right and he was in there or in category kings right and the guy's like what's the main problem that you solve right and brad was like you know it's so interesting we thought we could answer that question then he asked us that we tried to do it and it was like dang what is the main problem that we solve right and you know what he said is one of the things that they kind of came down to was entrepreneurs know that like if they have money it should be doing more but they don't want to do with it right and i think this is something that you probably are an amplified example of this is

like you're really really good at making money and so like you don't even need to think about what your money should be doing because you can just go make more of it right and like once again that's comes you've unshackled us like all right when i want new cars go build a funnel we want a house go build a funnel i take a vacation launch a funnel right let's like just do a funnel and you just print money. Right. Like for you, like when did that shift happen for you when you actually started paying attention to like, okay, I can't just leave my money in account right now.

Like I can't just, and I can't just buy cars and houses cause those don't make me, you know, right. Like you have the houses, you've got the cars, you got everything you ever wanted and you still have money left over. So like, when did you make that shift of like, my money needs to be doing more. And how did you solve that problem? Interesting. This is what's been more recently solved for me actually, which is fascinating.

Because I didn't know – for a long time I was just hoarding it, just hoarding it, keeping it here. And then at Brad and Ryan, you have to invest them. I'm like, I don't want to do that. So they forced me to do – so I give them a bunch of money every year, and they do whatever they do with it. And that's awesome. I'm like, okay, cool. Something's happening. But then the money kept adding up. And I remember one day I was like, I think I'm in a weird of money every year and they do whatever they do with it and that's awesome. I'm like, okay, cool. Something's happening. But then like the money kept adding up.

And I remember one day I was like, I think I'm in a weird spot where I could buy anything, almost anything I want. Like what do I want? And I was like, okay, I'm going to go and just like I'm going to spend some money. And so I remember going to eBay and I was like, I'm going to buy anything I want. And so I was searching for stuff and I spent like four hours on eBay. And when all of a sudden I spent like three grand, I was like, that's it. I got everything I wanted. Like, oh crap crap now what do i do with it right and it's interesting because for me it was like again this is something just it's been a recent development

and and um i can't remember if it's this podcast or the one i i talked about it but um uh i i was like i didn't know what to do with this right like yeah i can invest in real estate but like that wasn't inspiring to me. Like I have money in crypto, but that's not that inspiring. Like what's the thing that's going to inspire me to want to do more, right? Again, it's ROI for me. Like what's going to give me the ROI of like,

now I got to create more money so I can do this thing, right? And so I have a lot of things again, and we do money to charity. All those things are good and they get me excited, but I was like, like what would be the thing that for me would amplify? And I think when we bought Dan Kennedy's company, it was the first time I felt it.

Like I bought his thing. We were the reorganize it, clean it up. And I was like, oh my gosh, I'm able to take these things that were so precious to me and I can like bring them back to the world and I can monetize them. I can actually make money off of this thing. And I was like, I got really excited. And so like I told you, um, I started buying, um, old books, right? I started investing in Napoleon Hill books and Charles Hannell and like Orson Sweet Martin

and Samuel Smiles and all these people are like the founding fathers of personal development and business and all these kind of things. And I've literally spent a small fortune, a big, I spent a lot of money in the last couple of months on these old, old books because now it's like I'm not investing in real estate that's over here, investing in things I don't care about. Now it's like I'm investing in something that I can take and that can turn this into more money and I can turn it into help.

I can serve my entrepreneurs. I can do more things with it. And so for me, that's what's been stimulating for me. I was like the investment of, because it was like I can dump it back into, I don't know, just things, but it was like something that's meaningful to me. And some people, crypto is meaningful.

Some people, it's NFT. Some people, it's like finding the thing that's like meaningful to me. And some people, crypto is meaningful. Some people's NFT. Some people it's like, but like finding the thing that's not just like I'm investing to invest, but like what's the thing where you're passionate about it, where it becomes more than just, I don't know. So for me, like that's where I'm geeking out on. Like I, you know, that's like next door I'm building a 20,000 square foot library to house all these books, to build an event center,

to build all these kinds of things because this is where I feel like my life's mission is. I'm curating all these ideas and bringing them back to people in a simple new form to help these ideas and these concepts live on. And for me, that's like double fulfilling because it will make me money, but it's also something I can like serve the people I've been called to serve as well. So like again, I'm in Kennedy's company. I'm serving these people, but I'm also making money,

which gives me the ability to serve some more people. I'm like – it's kind of fun. What was the shift though? Because like for a while you didn't do that, right? Yeah, for a while I just sat there i didn't know i know what it was um like what who who or what got you to the point where you're like okay i've got to go figure this out because like yes yes this is what you ended up doing with it but i think a lot of people they like there's got to be that thing that's like this this is when I realized I got to figure out.

Cause it's like, or I mean, some people just let it sit their whole life, I guess. But like, you know what I'm saying? I think I heard stories about like, and I don't know how true,

I don't know, you know, but like Scotty Pippin or Mike Tyson, like he made half a billion dollars and he's broke. I was like, I don't want to be that dude who made a half a billion dollars and is broke right now. Um,

so like, I need to figure out, I was joking, uh, with Brad and Ryan, when we were writing their to figure out, I was joking with Brad and Ryan when we were writing their webinar pitch initially. I was like, on 30 Rock, there's that scene where Liz Lem is talking to Alec Baldwin

and he's like, I need that thing that rich people do where they turn money into more money. He's like, investing? Like, yeah, I want to do that. And so for me, it was like, I've got money here. I need to figure out how to turn money into more money. It's not just me doing the whole thing, right? Or it's like, how do we amplify what we amplify order and how do we have that exponential growth and so um that was

kind of the the thing that got me into it and again initially it was like doing the things that weren't excited i invested money real soon i hated that so i ran ryan invested money with them that was cool it's passive it wasn't like passionate it was like trying to figure out like what's the thing that i'm going to be passionate about where now it becomes part of a game now i can see the ROI on this thing again now it's like i invested you know forty thousand dollars this week on old books how do i turn that into four hundred thousand or four million or 40 million like can i do that like how now the game begins now it's fun yeah you know and some people that real estate is that game like they go on i got friends who own 100 houses or 200 houses like

that's the game that they love i look at ty lopez he's buying these businesses that's the game that he loves so it's like what's the game that they love. I look at Tai Lopez. He's buying these businesses. That's the game that he loves. So it's like, what's the game you're going to love, the investing game you're going to love? And there's a lot of ways to invest. But when you find one that you love, then it becomes like, I don't know, now it becomes like a fun part of the game. And so, yeah, I think it's just like understanding first off you need to do it. Otherwise, you're going to – and like you mentioned this.

I can't remember if it was before we started recording. but people who won two comic club and they got nothing or two comic club x and they're broke right like entrepreneurs are good at generating money but there's like this other part that you got to learn how to invest it correctly otherwise you're gonna pull a tyson or a pippin and be broke in in a couple years from now and like yeah i got three two comic boards on the on the wall but i'm trying to figure out if you my family this weekend and that's not yeah that's so crazy that that's a reality for people right like it really really is and i think that's one of the things that i am very very thankful to have learned relatively early on is like yeah well there's two different skill sets making money they are money are not the same thing right yeah um

they are completely different skill sets in fact typically the people who are good at making money are the worst at and managing like It's like yin and yang. And so it's like understanding that like if you're going to make it, you need to find people around you. Like Brad and Ryan, I was just like, hey, here's money. Do that thing you do because I don't want to mess it up, right? Yeah. Because, yeah. In fact, it's funny.

Before I invested money with Brad and Ryan, I invested in two different deals. I was like this is like the greatest thing in the world. And both of them, literally both of them turned out to be Ponzi schemes. I got to write off multiple millions of dollars last year because I gave money to two ideas that were so good that me as the entrepreneur was like, this is genius. This is the greatest thing in the world. Ponzi scheme, because, um, I got sold on like the thing, right? Like, um, and so like, it's funny. Um, one of my friends just sold his business for eight figures and he messaged me. He's like, all right, I want to ask your opinion. Like, where should I put this money? I was like, dude, do not ask me if I think it's a

good idea, it's going to be a policy scheme. So I was like, find someone who that's their life is that they have Brad and Ryan go give your money to them. Um, or find something like I'm doing now with the books and stuff where it's like, now I like, this is something that fits into my skillset. I think it was, um, uh, uh, what's the old dude who invests all the money? Warren Buffett. That said, only invest in things you understand, right? So it's like,

I understand how to turn old information into money. And so it's like, I'm investing in information and intellectual property because I can turn that into more money. And so that becomes something I can invest in because I understand the game, right? I don't understand. It's so interesting.

I don't understand this, but I do understand this. Therefore, I will invest in the thing i understand because i can turn this into more money that makes sense side note on warren buffett you know like like 80 of his wealth or something like that came off of like nine trades really like nine but nine investments that he made like it produced like 80 of his wealth or something like that not insane that's why when he i read the quote from him it was in the context of this quote it was like warren buffett's like everyone thinks they have to make a bunch of good decisions. He's like, I try to make three good decisions a year.

And I was like, oh, my gosh. What the heck? And then I found out that like 80% of his wealth came from like – it was like internet and trades or something or investments. And I was like, all right. I guess that makes sense then if you only need to make – so anyway. Last question, rapid-fire question on money. Is there anything that you would do if you could go back and change something about what you've done or you're handling with money? Is there anything that you would change?

And if so, what's the biggest thing that would be? Oh, good question. I think I would have started – well, number one, I would have started pulling money out of my business faster. And number two, I would have had a plan for what I would do with that money. Like I wish I would have said, okay, I'm going to pull out all my – after three months of two, I would have had a plan for what I would do with that money. Like, I wish I would have said, okay, I'm gonna pull out all my, after three months of thing, pull out all the profit. I'm gonna put, you know, 25% in real estate,

25% in crypto, 25% in like something else and just had that happening in the background. I'd be much wealthier man today. It took me a long, long time before I did that. And Todd forced me to start putting money in crypto, which was like one of the greatest gifts ever for me. Um, you know, Brad and Ryan are now forcing me to put money over here. So it's like, it's like, it's like taking that and putting it in spots where, where

again, it's not going to be a hundred percent, you know, I'm going to fall for two Ponzi schemes a year probably, but if I get one of them to win and three of them to fail or whatever that is, like, that's the, that's the big thing. So, um, and I think i always thought like i will start pulling money out when blah you know when i hate you comic club when i hate a million what i the problem is like that the when never comes like you got a structure from day number one like when money comes in boom profits come out you know this happens here i pay myself first from the money i pay myself like 10 is going to go to for me to go do stupid things 25 is going to go into real

estate or bitcoin or stocks or like whatever you know like like dividing that stuff up so it's happening um at a small level because when that happens man i wasted a decade and a half before any kind of investments happening can you imagine if i had 15 years of of the stuff i was doing turning into something like i i've missed out on so much of that that i wish i was done You just got to make sure that you have a small percentage there, which is dedicated to losing bets in Bitcoin to Josh. If you have that, then we're good for the rest of your life. You're going to be losing bets.

So that's how that's going to work. All right, guys, I hope you enjoyed this episode, uh, with money. I'll let you sign it off, but this is awesome, right? We get to hear Russell Russell talk about money, which is something that we make a ton of it, but you don't really talk about it, which is awesome. So, um, yeah, thanks for kind of sharing a little bit more. Oh, thank you. And I apologize. I don't have a framework for this yet, but this gets me thinking like, man, if I could figure out something for entrepreneurs, like, like this is the next thing to do. Um, so

then I'll talk more about it as I kind of figure things out, but it's fascinating. Like I remember, uh, I bought a Dan Kennedy course on wealth creation and it was fascinating. Cause like I'd heard Dan talk about building businesses and all sorts of stuff, but it was the first time I ever talked about wealth. And it was again, same thing fascinating. Like, Oh my gosh, like I never thought about that side of the coin because most entrepreneurs don't talk about it or think about it. And I think it's important for us to think and talk and do more with it because again, 15 years of never investing anything, man, would have been nice. I'd be in a different spot right now than I am today for sure. So thank you Josh for hanging out and talking about money. Hopefully you guys enjoyed this episode.

If you did let us know if you want more about money and wealth and these kind of things. Let us know and we'll go deeper on topics. Just take a screenshot of this on your phone, post it and tag me and write your number one question right here and maybe we'll talk about it on the next podcast. Thanks again.

Thank you, Josh. And I will see you guys soon. 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's great for you also dan kenney and i would love to give you the most incredible free gift ever designed to help you make maximum money in minimum time this free gift comes with almost $20,000 worth of pure money-making information for free,

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