Marketing Secrets with Russell Brunson - My 5 Biggest Take-Away's From 2018

Episode Date: January 7, 2019

...and how I'm going to dominate 2019 On today's episode Russell explains what his five biggest takeaways from 2018 were and why. Here is a list of the five takeaways he talks about in this episode: Food as fuel The power of challenge funnels Transitioning from all-star to coach Understanding the difference between strategic thinkers, managers, and doers. And creating different front ends for your company that aren't you. Listen here to find out why these are Russell's biggest takeaways from 2018. Transcript - https://marketingsecrets.com/blog/my-5-biggest-take-away-s-from-2018 Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, what's up everybody? This is Russell Brunson. Welcome to Marketing Secrets Podcast. I'm so excited to have you here. In fact, today I'm going to be going over all of the biggest lessons I learned during 2018 as I'm getting prepared for world domination in 2019. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets.

Hey everyone. I haven't wanted this podcast for a while in fact i think my brother who edits this these podcasts is about to kill me because i keep telling him to record this i'm gonna record it and record i haven't i haven't and then um and i was gonna record it like uh during christmas break and then during new year's and then now new year's is over and then tomorrow i'm going on the two comic club x cruise and i still record it i was like okay i'm doing this so um and i think the reason why is because i don't there's so many amazing things this year was insane like i it's still hard for me to fathom everything that happened um over the last 12

months um you know last year we ended the year really really good um we went from um yeah like let me think about you quick phones year one we did well first year was like three months so whatever a million bucks right or whatever it was um but the first full year was 10 million the second one was 30 million the third year was 70 something million and this year we passed over 100 million which is crazy it's insane like i didn't think that was even possible um but it did and like there's so many things that you learn at scale when things get bigger. Uh, the, the, um, the positive things at scale are way better and the negative things are way worse. And there's just so much stuff and there's so many things I want to cover and talk

about. And I was like, how do I break these into a bunch of things? And so I kind of broke them down into one, two, three, four, five, five different things. Um, they weren't like the full con, you know, everything I learned from here, but I think some really powerful things that, um, that were good that I want to share that I think will help you guys. So that is kind of the goal and the game plan. Some of these things are personal, some are business, some are management, some are, um, longterm strategic thinking, and there's a bunch of different things in between. So, um, with that said, I'm going to jump right into this. Um, all right. So number one, the first thing, um, with that said, I'm going to jump right into this. Um, all right.

So number one, the first thing, um, that I think was really, really big this year, um, was shifting a lot of like how, what's the best way to say like, it has to do with health, but it's not like being healthy. Right. It wasn't like I was eating different to, to get a six pack someday. I still want one, but that wasn't the reason why it wasn't like eating healthy to different to get a six pack. Someday I still want one. But that wasn't the reason why. It wasn't like eating healthy to look at. It was like eating healthy because I need to put better fuel in my body. I realized that I'm competing against entrepreneurs at all different levels. I'm competing against companies that get hundreds of millions of dollars in funding.

I'm competing against people that have a team of 2,000 employees working with them. I'm competing against people that have 30 different people with MBAs working for. That's what I'm competing against, right? So it's like, how do I compete against these people? I can't do it based on more schooling or more money. I have to do it based on more energy, the output that I'm able to put into the work that I'm doing and my team and everything. And so I had a big realization.

I needed to change the fuel that I'm putting into my body. And, um, it's interesting now I'm going to share this with you guys. And some of you guys are going to think that I'm completely ridiculous and I probably am. Um, but I want to put it in perspective because I know a lot of times people say, well, I can't eat healthy because it's too expensive. And I think that's for most of you guys. Like it's, it's one of those things like eating healthier will actually in most situations, if you're an entrepreneur and you're building a business, it shouldn't make you more money. And it should be like one of the number one focuses. And so, um, I started shifting the way I ate and what I was eating. And, um, it kind of started with, I was listening to a podcast with Tony Robbins and Tim Ferriss, I believe. And Tim was asking Tony like, well, what's your morning

routine? What do you eat? And it was so funny. Cause Tony's like, uh, for breakfast, I have salmon for lunch. I have salmon for dinner. I have salmon and he'll give salmon three meals a day. And Tony's like, yeah, it's not food for me. It's fuel. And, um, now the negative side of that is Tony ended up getting, um, mercury poisoning from too much salmon. So that's not necessarily the right thing, but the, the, the, the statement he made was like, it's just fuel for me. It's not food. It's just fuel. I'm just eating to have the fuel for the energy I need to be able to produce what I got to produce today. And that had the impact on me. Like I heard that and I was like, oh my gosh, like look at some of this crap I eat. Um, it's not good for me. And I still

don't eat amazing all the time, right? Like that's, that's why I don't have my six pack. I still got my love handles. We're going on the two comic club X cruise tomorrow. I'm like, dang it. I was going to have a six pack by now, but I don't. Not even close. But I realize that I'm using food for fuel. And so the way I eat is different now. In the mornings I wake up and it's like, what's the fuel I need right now?

And so for me, it's a lot of water, right? Alex Sharfman drilled that in my head. And so I drink a ton of water. I hyperhydrate in the morning, right? And then I look at the supplements I take. Um, I'm a big believer in ketones. Um, and not that I'm in a ketogenic diet, but I think there's, there's fuel in ketones. So I always do prove it's, um, supplements every single morning and every single night. Um, I love their, their ketone supplement and, um, not because I'm biased, they built a company. Um, I had a little piece in it, but, um, you know, Brian Underwood and the team over there,

they built an amazing company. They became the category King in ketosis. And so like their supplements are second to none. Like they, um, I know behind the scenes of the science of what they've been doing in there on that. I think their fourth versions of the ketone salts. And it's just like, uh, everyone else, if you're buying this stuff, like ketone salts on the market, like they're using salts from, from like, like generation one, generation two. And these guys are already like number four. Like what they have is so much superior and it's good. So even if you're not like a toast is diet, like taking the ketones as good as fuel for your brain, it makes you feel good. Um, and it tastes like candy. So that helps. Uh, number two, I found this other ketone drink.

It's called Human, HVMN, and it's expensive. They're $30 a shot. In fact, I'm about to take one when I get off this podcast. They're $30 a shot. You take this thing, and it's fuel. It dumps into your body, and it's amazing. It's ketone esters. But it's $30 per shot, right?

The Prove-It things are like $5 a shot. So between just those two things, I'm at $35 in fuel first thing in the morning along with my shot, right? The prove it things are like five bucks a shot. So between just those two things, like I'm at, I'm at $35 in fuel, like first thing in the morning along with my water, right? And then the next thing I have is, um, I've been lifting heavy as well. And so because of that, I need more proteins than I normally do in my life. And so I'm trying to get more proteins in and I'm allergic to whey protein. And so it's like, if I put whey fuel into my body, like it, I literally, I swell up, I get tired. Like it does all sorts of bad things for me. So what I do is I do a bag of bone broth a day and the bone broth is not cheap. Either. It's $30 a bag for this bone broth that I drink. Um, and so it's like by, by lunchtime, I'm at 30, 60, 60, $65, um, just between the ketones and the bone broth. Right. But that's fuel I'm putting into my body. And then I feel like the supplements, like I'm, I'm probably close to a hundred bucks a day in, in fuel supplements I'm putting into my

body. Um, and it has meant the world of difference. Like my energy level, my excitement, the, the, my ability to produce is better. I have better fuel in my body. Right. And so that was kind of the first thing. And I know most of you guys are not going to spend a hundred dollars a day on, on fuel for your, for your body. Like I am, but I would recommend this year is to like, start thinking about it. Like food is fuel, right? And there's times that food's not fuel. There's times when like I go out with my wife and the food I'm eating is not for fuel. It's for social thing. Right. And I know that like, Hey, we're going out to sushi. This is not fuel. This is social hours. So I'm going to have whatever I want as much as I want. I'm just going to pig out

because I don't need to be on right now. I just need to, to, to socially eat. And that's what I'm doing. I'm going to enjoy the process. Right? So I'm not like, I'm not the hardcore weight loss guy. He was like, I'm never going to eat healthy. It's like, I know when to eat healthy. And like, if I do want to eat junk, I eat it at night before I go to bed. That way I can fall, pass out and let my body like figure out how to digest all that crap and get it out of me. So I have energy again for the next day. Right. Um, but during the day, man, I'm eating healthy all the time to make sure I've got the energy to be able to accomplish all that I'm doing. And so that was kind of the first thing this year is just that big aha from Tony Robbins, which was, this is just my fuel. This is not food. This is

my fuel. And looking at it from that lens, it shifted how I started looking at stuff and shifted how I was investing the man. And if I was, you know, I think Sharfman said, like, if you had a million dollar racehorse, like, what would you feed it? You wouldn't feed it McDonald's and fast food. You'd feed it the best food you can, right? And it's like, you are the jockey. You are the racehorse for your company. Like, you should be doing the same thing. And then Tony said, you know, food is fuel. I was like, okay, that's it. Like, what am I fueling my body with? And so throughout the day, I feel good. And I wish I was perfect. Cause again, I wouldn't eat garbage at night or on weekends or whatever, but, um, I'm not

there yet. Maybe this year will be the year that that happens. And next two comma club at two comma club X cruise, I'll have a six pack. But until then, um, I'm looking at food as fuel. So there's number one. All right. Number two. Um, we've done a lot of funnels, tons of funnels, millions of funnels, not really millions, but you may know that I'm slightly obsessed with them.

And every time I see a new funnel type, I try it out. We test it. We try a bunch of stuff. And I think I have a new favorite type of funnel, and we relaunched it yesterday. So if you go to OneFunnelWay.com, you'll see our One Funnel Way challenge. I am obsessed with challenges. Earlier this year, Natasha Hazlett, who's going to be speaking at Funnel Hacking Live, she wrote a book and she started selling it through a

traditional book funnel and did okay, but didn't really crush it. And so she decided to change that from a book funnel into this challenge funnel. She kind of made it. She said, oh, I'm going to have my book and it's going to go with the challenge. People pay 47 bucks for the challenge, get the book for free. And I'm taking this live challenge experience. And she did it. And the first one crushed. I think she did over six figures in sales. And she messaged me. She's like, Russell, I cracked the code. We've never had something hit like this before. And she ended up doing four or five more challenges throughout the year. And she just barely passed through Comic Club. And it was amazing. So she's speaking at Fun Hockey Live about challenges. But then she did challenges with some of her clients

or students and other people. And she showed a bunch of other people. And everyone who's doing these challenges, it's killing it, right? And then I saw Garrett White pops up with his challenge. If you go to thekingskit.com, you see his challenge. And it was like a four-week challenge as well. So I funnel hacked him.

I bought his challenge and went through the process. And I called Garrett up. I was like, dude, give me all your info. Give me the mentality. I picked his brain out, who he's doing his and what he saw and the pros and the cons. And then, uh, uh, talk to Natasha and talk to other people. And I was like, this is, this is the future. It's forced consumption content. The biggest problem most of us have with our clients is not that, um,

the biggest problem is not that like we, they, like the stuff we're teaching isn't good. The biggest problem is they don't ever actually go through the stuff, right? How many of you guys have bought a course and it sits on the shelf, right? And you never read it. You never go through it or, you know, you bought the members area. Someday I'm gonna log in, but you never do. Or you bought the book and it's sitting there, right? The challenges force, force you to consume the stuff, right? So we launched our very first challenge and it was a 30 day challenge and we had 7,500

people sign up for this challenge. It was amazing. It's every single day. It's like they would get a video for me, uh, talking about a strategy videos from Julie walking through the tactics, how to, how to apply that strategy. And Steven Larson would go on live and like motivate them and push them and yell and get them to do the thing. And that happened every single day. And after 30 days, um, all the content disappeared and it was gone forever. And you either took advantage of it or you didn't. And, and that was it.

And, um, and it was amazing is because everyone who was disappearing before, because it was going away, because it's like, if you, if you don't use it, you lose it.

It forced people to wake up and actually do the tasks and do the things. And Holy crap, the weirdest thing happens. If someone actually does what you say, they actually have success. Okay. And so the challenge is like the best way to get a result for your end customer. I think every business should have a challenge. Um, and so if you look

at, if you look at me over the next 12 months, you will notice that we have one funnel way.com as the front end challenge, but then it'll also become the backend of every front and funnel. We have all of our books, all of our things, everything goes leads into the one funnel way challenge. They go through this challenge. We have a chance to actually affect them, actually give them the result they want. When they have the result, then they stick and they do more and more with you. Natasha was telling me on the last day of her challenge,

she has a webinar where she sells her course, and 80% of the people who complete the challenge buy the course. I think it's like 25% of all people who sign up for the challenge buy the course. 80% of those who complete the course. 80% of people who are taking action every single day end up buying the thing at the end. Garrett White sells a $500 a month continuity end of his challenge. And he was getting like 25% of

the men who signed up to join the $500 a month continuity. Like it's one of the best Ascension vehicles in the world. And so, um, like I said, I think challenges, um, are, are huge. I think it's the future. I think every business should be having one. Um, I know for us, that was kind of, of all the funnels we rolled out last year, that was the one that was like the most shockingly surprising to me. And I was like, oh man, this is something we got to focus on, which is why January 2nd, what the one funnel challenge launched officially again. And, uh, day one, we had like 900 people sign up and I think we had two, I think it's like

a little less than two weeks before the challenge actually starts. And we'll probably end up with another five or 6,000 people who signed up and we're going to run it every other month, uh, throughout the whole year. And, um, it'll, it'll be the fuel that changes people's lives and gets them to want to ascend with us as a company. So, uh, challenge number two. So number one thing, um, from the year was food is fuel and like focusing on the fuel I put in my body. Number two is running contests.

All right. Number three, I did a whole podcast episode on this a little while ago. But it was the big aha I had after going to this retreat with a bunch of really smart dudes. And the big aha I had was that, you know, I had been an all-star like, you know, in, in business, I had been writing copy and designing funnels and doing all these things. And, um, and I've been trying to build this team. The problem was like, is as an all-star, I wasn't like a good team player. I was like, you know, my team would try to do something like, ah, you messed up.

And I'd rip out other hands. I would just go dunk the ball myself and tell you all the credit about how great it was. Right. And it was realizing like, if I wanted to grow, like I can't go from a hundred million to a billion by me being a better all-star. Right. Like, I don't care how good you are, Michael Jordan, you know, there's only one Michael Jordan. Like you can't get better. You stop growing at a certain point. And the only way to continue to grow is to shift from being an all-star to being a coach. And that's been a really interesting transition for me.

It hasn't been as easy as I thought, but it's been really rewarding, really fulfilling. In fact, just our internal agency, like when they had, in the last quarter of the year, they had two funnels do over a million dollars. And so we gave all people on our team a Two Comma Club award because they were the ones executing it, right?

Like I gave some initial vision and strategy, but then they went and actually did it. And I think for, um, you know, one of the biggest things this year for us was just really focusing more on building our team and training our team and less of like me doing the thing and me stepping back and like not doing the thing. Um, but coaching the people who are doing it and it it's hard, it's different, it's definitely like a different skill set, but super, super important. And I think for all of you guys, as you grow from yourself to a team,

to whatever, if you're a startup, you want to grow to a million, from a million to 10, 10 to 100, it really has to come back to you learning how to become a coach. You being an all-star, you can't get past a certain level. And I got pretty dang far. We got, who knows, 70, $80 million a year in sales with me trying to be the all-star. But as we shifted to this concept of coaching our team and having them be all the all-stars, that's when the growth started hitting again. And I'm looking at that right now inside

the development team with Todd and Ryan, those guys, they've done such a good job of not just coding everything. It's like they build this team and they have these processes in place and they've, they become amazing coaches for these people. And now things move faster than they used to because, because of that. So the transitioning from all-star to coach was another big, big one for, for me this year. So number one, the fuel we put in our body. Number two, contest funnels. Number three, transition from all star to coach. Um, I number four, as I was doing this whole process of like coaching people. Um, and it's funny cause

like I've become mildly obsessed with like personality profiling, right? Like the disc test. I love 16 personalities, which is, you know, a version of Meyer Briggs. I love, um, I love all these different things and, um, I've been obsessed with them and learning them all. But, um, this is one, like maybe this is the test. I don't know, but it was kind of a realization I had as I was working with people, um, on my team. And now that I understand it, I'm like, oh my gosh, I look at things through a different lens. But I realized that there's like three tiers of how people, people work. And there's nothing bad about any of them. They're just different. And I think before I thought that things were bad

because I thought one way and somebody else thought a different way. And I was like, oh, they're bad. They're not doing a good job. And it's like, no, no, no, it's not the case. There's just a different skill set. And so the three levels, and I'll kind of map these out for you.

The first one is there are people who strategically figure stuff out, right? Like they sit down, like here's the strategy of how it works. And you can see this vision of like how these things work, how they connect and you see the patterns and like, here's the strategy behind how something works, right? And, um, and so that, that's one type of person. The second type of person is someone who's a manager, right? They're able to take, um, this strategic vision and then they can plug people in and they can manage those people to go and do the actual manager, right? They're able to take this strategic vision and then they can plug people in

and they can manage those people to go and do the actual thing, right? And they really get the management of the process and management of the people and kind of plugging in the systems and doing all that kind of stuff. And then third tier is people actually do the work, the doers, right? Who actually go out there and they go and implement the thing. And again, I think for a long time in my life, I was like, oh, well, you know, strategic thinkers are the most important part or, oh, the managers are the most, or maybe the doers or whatever. But it's like, all of them are so vitally important. And, um, if you're struggling right now in your business, my guess is that you're probably missing one of those. You may be a great strategic person. Like he has a vision of where you want to go, but you suck at managing

people and you're not a doer. And so you're floundering, right? Or you're a doer. You're like, someone gives me tasks, man, I will do it. I will crush any task. But it's like, it's just me doing it. It's not a whole bunch of people because I'm not good at managing. And I don't really know what to do unless someone tells me what to do, right? And vice versa. So it's like, it's understanding. It's like for a team to be effective, you have to have all of those. And you know, we spent a lot of time this year working on org chart. And it was interesting as we build org charts like there's this flow you know like it looks like a big pyramid scheme right here ceo and it moves down to this level and this level

and and i used to always like i don't always kind of hate i'm like what's the guy on the bottom gonna think like oh like they're clear down here in this this branch in this tree it's like no no like it doesn't matter where in the tree you are the tree like the whole whole org chart is essential for the success of the company. There's got to be people at the top of this thing who are strategic thinkers. A lot of times they make more money. Not all the time, but there's a lot of value in strategic thinking. Underneath the strategic thinkers, then you have this layer of managers who are managing people.

Down below there, there's these doers who are doing the actual work. It's interesting. I see a lot of times where we would have someone in our team who's a really good doer, they're an amazing programmer, amazing whatever. And so we're like, oh man, this guy's so amazing. Let's move them up the org chart. Let's make them a manager. And also we put this person who's like a rock star doer.

We make them a manager. And it's like they were so successful as a doer, but they suck as a manager. They don't have management skills. Or we bring them up and say, hey, what do you think about this like strategically think they're in there like i i don't know and also they they fail because we put them in a role where they're supposed to be strategically thinking it's like no you're not supposed to be strategically thinking you're a doer you just go out there and actually do the thing i think and i think you know i look at our org chart now it's like there's people who are who are doers who make more than the people

who are managing them right and that's okay because sometimes there's a doers who make more than the people who are managing them. Right. And that's okay. Because sometimes there's a doer who's insanely good at this thing. Like, and they should make more than their manager. You know, I think in my head, I always had this org chart where the, you know, as you go down, everyone gets paid less and less and less. It's not necessarily that way. It's, it's understanding like the value of the role, what they're, what they're doing is what they should be paid. But, um, a doer can get paid more than a strategic thinker. It's just, it's a different, it's a different level. And so, um so I think for me to really understand that it's like, okay, there's strategic people, there's management people, and there's doer people. And I understand those are three different personality types and skill sets and all are essential to you being

successful. Okay. And so what I would encourage all of you guys to do is sit back today and be like, okay, like which one of those am I? Am I a strategic thinker? Can I sit down in front of a whiteboard and map out a vision of this is what we're going to do and what it's going to look like. And if you're not, that's okay. Don't feel bad, but you need to get a strategic thinker on your team. You need a partner or someone who's going to be that strategic thinker, right? The next question is like, okay, am I a manager? Do I love managing people and processes and plugging things in place and make sure everything's working together? Because if not, I'm not super, like I've become adapted, like I'm able to do that, but I don't love that. It's not my favorite thing. Right. I should not be spending

my time there. Um, I need to find people who are really good management. Like there's, there's this process I was trying to manage over the last three or four months and I just, it never got done because like, I'm not that good at management and I just handed it off to somebody and it'll probably be done in like an hour now. Um, because's their skill set they're amazing at managing and then doing right like like it's my role in the company like like in my dream job I would just be a funnel builder I'd be doing it all day long like that's my favorite part of it unfortunately for me and for the company I'm more valuable as a strategic thinker but man I love doing it too right and so there's people my team like they just do it all day long they can write copy or they're gonna build funnels they can do design

like oh i'm like i always tell them how jealous i'm like i wish i could just be a doer just doing the thing that you're amazing at like that's the thing that for me like i would love to do in fact my second after we after you know some someday if we ever sell click funnels i'm gonna come back and work for click funnels and just be a funnel builder like that would be my dream none of the stress of owning a company and all the fun of just building the funnels. That'd be amazing. Um, and so just understand that like there's strategic thinkers, there's managers and there's doers and being okay with like, first off, figure out who you are. And second off is like surrounding yourself with other types of people because they are all essential for you

to be successful. And so, yeah, that was another big aha I had as we were, as I was going to this coaching phase and building the teams out, um, people I was super frustrated with until I realized like, Oh, well, they're not strategic thinker. Why do I keep trying to give this person strategic thinking opportunities? They're amazing manager. Like, let me get someone strategic to figure this out, you know, build out the strategic vision, hand it to the manager and they will run with it and they will make it amazing. But like being upset at the manager cause they're not strategic thinking is wrong. Like I was in the wrong there, right? Or vice versa. Like you get the strategic thinker who's like, like dreaming up all these ideas and we're like, Hey, go, go manage, like make it happen.

They're like, I don't know how to manage. And then we're angry at them. It's like, no, like, like that's what they are. Like it's a superpower. Each of these are superpowers. Like understand that and coordinate people in the right spot and get your strategic thinkers and then to cast the vision, the managers to set the processes and the doers to go and execute on the work. And when all three working in synergy, that's when you get magic happening. All right. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the

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Taylor put together an awesome exclusive deal just for you guys, my Marketing Secrets listeners. And if you go over to wealthyconsultants.com slash secrets, you can grab the revolving price method book and over $150 worth of bonuses and get this all. It's at 70% off. And I promise you guys, as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthy consultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthy consultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson. And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality

profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my

team take it. And what's cool about it is from there, we figured out exactly what people's Working Geniuses are. And that's important because it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you gotta figure out, make sure that you have, first off, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do.

Now, normally this assessment, you can go to workinggenius.com and there's two Gs in the middle, workinggenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress, it's not an expensive test at all. But you get a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout.

So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25% off. But then go take the test. Again, it takes you 10 minutes. But even in a 10-minute session, you will get something that is so insanely valuable

to help you understand yourself, to make sure you're working in a spot that's going to give you the most joy, number one. But then number two, it's going to make sure that you are, with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com

and enter the promo code SECRETS for 20% discount. Take this test for yourself and for your team. And I promise you, it'll change the working dynamics amongst everybody and help your company to grow. So number one, we talked about was fuel. Number two, contest funnels. Number three, transition from all-star to coach. Number four, understanding the difference between strategic thinkers, managers, and

doers and how they all fit in your organization. And then the number five thing that was caught by my last biggest takeaway for this year is as we're growing ClickFunnels, I feel bad. How many of you guys like when you open a Facebook or Instagram, all you see is my face like 8,000 times a day? I'm so sorry for that.

But for a long time, I've been the attractive character of ClickFunnels. Therefore, my face is out there, all those things. And so it's like, that's what's out there. And it's like, eventually it gets so saturated. You can't keep growing with your one face, your one brand, your one thing, you know, at a hundred million dollars, you know, at a million dollars, it's easy to keep pushing and getting your face out there at a hundred million. It's like, man, we're spending millions of dollars a month. Like

on, on my face, like there's only so many people in this world, like it gets insane. So I was like, how do I, how do I do this? And also like, let's say we did want to sell ClickFunnels someday, or if let's say I wanted to retire or whatever, like if my face is on the front of everything, um, it's not a very good asset for somebody else to buy. Right. And so this year we started like having this, this idea of like, what are the other front ends we create for ClickFunnels that aren't Russell Brunson's face? Okay. So that was the question. That was the kind of the concept. And you will notice over the next 12 months inside our company, all the new things that are happening. We tested a couple, like one of them, we had Kaylin Pullen who just had her baby yesterday,

by the way. She did a webinar. She did kind of my funnel hacks webinar, but she did her version of it. And that's done amazing. Well sold great. And it's like, people are hearing Kaylin's story and they come to ClickFunnels. They don't even know who I am, which is fantastic. Right? So that's like, that's one, um, that's one example. Um, uh, some of them, I can't, I can't tell the details about it yet, but, um, we are in the process right now. We just signed letters of intent of acquiring a really large company. Um, and the sole reason why we're doing that, because it gives me the ability to create dozens and dozens of front ends that aren't Russell, that aren't my face, right? That will lead people to ClickFunnels, but they aren't my face, which is essential, right? So you guys will find out probably the end of quarter one, maybe early quarter two,

about that acquisition as long as it goes through. It should. And I'll talk more about it and the strategy behind it, because it's so exciting. But it goes through, it should. And I'll talk more about it and the strategy behind it because it's so exciting. But it's like we have a letter and a tense line, but the deal's not like inked. So I'm going to wait on that one. Another partnership where I'm doing work. Again, all the deals and the partnership things I'm doing right now

are all about how can this be a front end that doesn't require Russell Brunson's face? And so for you, I want you to start thinking through the same thing. What are other front ends you create for your business that aren't always you focused? Are they success story? Most of our ads that we're developing now, we're capturing success stories of our users. Our users are becoming the face of ClickFunnels. Our users are becoming the front ends. It's not just Russell, not just his books, not just his things. The? It's the users are the ads. And then it's, um, we're getting influencers making funny videos with influencers as ads. Um, we're creating new software programs, um, that aren't just built into click phones

because we're building these tools, um, externally, um, where we can sell to bring people on the back end of the click funnels, right? So we're just building all these, these funnels, these front end things that aren't me. Because if you see 22 Russell ads in a row, you're likely to buying goes down every single ad, right? Because either you bought or you're really annoyed with me, right? But if you see an ad for me and then you see an ad from Tony Robbins

and you see an ad from these other things that aren't related, but they all push back to the same core thing, there's magic there. So you'll see this next year will be the year of a lot of funnels for our team. We're building our agency really, really large. We're doing it with the goal and the focus of it's not Russell funnels. Actually, I'll give you a couple examples to get you the wheels and your head spinning. For example, Grant Cardone, we went and built a book funnel for him with the first 10X book. We flew on his plane and filled the whole funnel there. If you look at that book funnel, if you buy the book

through it on the thank you page, then basically it pushes people into ClickFunnels. Now we can target Grant and his audience, his people. He pays the ad dollars to sell his book and thank you page. It sells click funnels. And then we send a percentage of this, you know, affiliate commissions back to him. So it's a win-win where, you know, we're able to help him drive traffic and sell a lot of books, which then in turn sells click funnels, right? We're trying to do the same deal with Robert Kiyosaki and potentially other, other people as well, where it's like, we're helping them on the front end funnels. And then exchange, we get customers on the back end. Like how many deals are there like that, that you can create where it's like, I'm not necessarily the front, I'm able to leverage

all these other people. So now in the news for you, you see Russell's face, sell my book, but you see Tony Robbins book, you see Greg Cardone's book, you see who else's books, right? You see those things and you buy them. And then it's like on the back end, you're introducing click funnels. And now it's like, I can acquire a lot more customers, a lot different type of customers through that process. So anyway, there's kind of a vague way to explain it. You will see that that is my strategic vision for the year and you'll see it coming true over the next 12 months.

And next year when we're doing the same podcast, you'll be like, oh, that's what he's talking about. So cool. I see how it all fits together. All right, so those are the five biggest things. As I was going through my list today, just thinking the biggest takeaways from the, from the year, um, that I think could help you guys. So number one is, um, looking at food, food is fuel. How are

you feeling your body? And knowing that right now Russell spends a hundred dollars a day on supplements to fuel his body. Like what can you do different? Maybe you don't eat cereal for breakfast. Maybe you eat cereal for dinner when you're ready to go to bed, but you, man, you eat eggs for breakfast or you eat ketones for breakfast. Maybe you eat cereal for dinner when you're ready to go to bed, but man, you eat eggs for breakfast or you eat ketones for breakfast or you skip breakfast altogether to keep your energy high, right? So fuel is number one. Number two is the power of challenge funnels and contest funnels.

If you want to see ours in action, go to onefunnelway.com. But this is now the core front end to all of our businesses. All of our books and everything will lead to this and this leads and sends people up our value ladder. Number three, my personal role is transitioning from the all-star on my team to transitioning to a coach. I think for all of you, the faster you can make that transition from all-star to coach, the faster you can grow and start scaling your companies. Number four is understanding the different types of thinkers, the strategic thinkers, the managers, and the doers. Understanding that all three of these roles are essential for success in your company, and you got to figure out who you are and surround

yourselves with the others. And then number five, creating different front ends for your company that aren't just you. So there you go. There's five big things for my year. My guess is most of you guys listening to this, only one or two of those things will actually resonate with you right now. And that's totally cool. Some of you guys aren't in a spot where you have one front end working, let alone a whole bunch of other front ends. So don't even worry about that now. But some of you guys are like, you're tired and you try to get stuff done and you can't focus. And it's like, man, the fuel you're putting in your body is destroying your ability to compete. Right? So it's like fixing your fuel is your biggest thing. Or it's like, maybe I have a

funnel, but it's not going that way. Maybe I make a contest funnel in the front. Like each of their guys, hopefully there's something you can pick from it that'll benefit you specifically. And then maybe check out this podcast to get a year from now. And then some of the other ones may pop out for you. But anyway, hopefully that helps you guys.

Appreciate you all. Thanks for listening. And with that said, I will talk to you guys all again very, very soon. Bye everybody. Want more marketing secrets? If so, then go get your copies of my two best-selling books. Book number one is called Expert Secrets, and you can get a free copy at expertsecrets.com.

And book number two is called Dot Com Secrets, and you can get your free copy at dotcomsecrets.com. Inside these two books, you'll find my top 35 secrets that we've used to become the fastest-growing, non-VC-backed SaaS startup company in the world.