Marketing Secrets with Russell Brunson - "Outwitting The Devil" with Josh Forti - Part 3 of 3

Episode Date: May 5, 2021

Here is the exciting final part of this special three episode series! On this episode, Russell and Josh talk quite a bit about the new book Russell is currently working on! The new book will be the first (of possibly many) personal development book that Russell has written. We also get to hear why Russell loves to write books and why he thinks everyone should write one. So listen in to the final part of Russell and Josh’s “Outwitting The Devil” interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This Russell Brunson. Welcome back to the third and final episode from the Outwitting The Devil interview with Josh Forti. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two and this is part three of three. In this one, Josh started asking me questions about my new books. Why I was so excited about Outwitting The Devil, by how I'm using this? Why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And you've enjoyed this interview series, please let me know, let Josh know. The best way to do that is take a picture of any of these on your phone, post them on your social media and tag me and him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening with that said, let's queue up the exciting conclusion of the Josh Forti, Russell Brunson Outwitting The Devil Podcast interview. Josh Forti: Okay. I want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago. Maybe it's a little bit longer that. You start hinting on Instagram about this book. And I'm like, "Oh my gosh. There's another book? What could it possibly be?" And then last week I'm out here and you started telling me about it and what it is. Russell: Showing you the deal. Josh: It's not a marketing book. It's the next piece and it's your first ever... And I don't want to spoil it for them. I'm going to say it's like your first ever take at personal development. Talk to us about this book. When's it coming out? How did this come about and the details of that, because I'm super, super excited for it. Russell: I think it was my only, hopefully. But I said that about Dot Com Secrets too. Josh: I don't believe that at all. There's going to be a trilogy for... Russell you're going to be writing books till you die dude. Russell: I don't know. Writing is so painful but this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic and I have more time and I'm trying to just occupy my mind. Josh: Which by the way, how perfect time. My heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak to there. I was like, "No." But how perfect of a timing was Traffic Secrets when- Russell: There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for making New York times bestseller list, which we actually hit, which I'm still freaked out about. It was tough because Amazon wasn't shipping books. Things weren't shipped, all sorts of chaos. They said books weren't essential and so like it was hard to hit lists because you'd sell 10,000 copies of books in a week but Amazon was waiting two, three, four weeks to ship them because it wasn't... The way that the lists work is, how many did you sell in retail outlets? How many do you sell on USA today? All the things. And so when you have the big push, but then some books aren't being counted four or five weeks later because Amazon doesn't consider them essential. They're not sure when they can glut. Normally it takes 10,000 books or something to hit a bestseller list. We hit over 100,000 to be able to do it. It was way harder, way more stressful, but we got it. But it was easier to sell because I had more time. Anyway, a lot of pros with that. Plus it was crazy because in the beginning of the book I talked about there's a storm coming and then literally it was like, we're in the middle it. You should give this book right now... Josh: Literally right now. Russell: I think I'm similar to you. I think a lot of people in our community where it's just like, my mind is always spinning. I can't stop. Josh: I cannot shut it off ever. Russell: It's like there's got to be something I got to be thinking about. And again, it was harder me to find stuff for me to geek out on inside of marketing and business. It was just hard to find the next... I don't know. Every level you get to, it's harder to find the next level. I'm sure there's time where Michael Jordan's like, "I can't find people to push me anymore." Where do you go? And it's just like- Josh: Yeah. Like Tom Brady in the NFL just completely dominating every team that's out there. Yeah. That's right. Russell: Anyway. So not that I'm that level or anything. Josh: Right. Right. Right. Russell: For me it gets harder and harder- Josh: Likewise. Russell: To find things. I have to dig so hard to find the gold. And so I started just looking again at some of these things. And that's when I stumble on this book and just like, every page is gold and it's like I'm lit up again. I'm on fire. Again, I talked about earlier, for me one of my highest values is ROI. What's my return on my investment. So I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, "What's the platform?" That's why I'm like, "Everyone go read this." I need to have this conversation with somebody. So having Dave reading it, everybody can get to read it I'm trying to read so I can get this conversations. Then when you're like, "Hey, do you want to talk about a podcast?" I said, "Yes." You forged some of this stuff because it's in me and if I can't contribute, it seems like I'm wasting it. And so there was this, there was other things. And I started looking more and more. Right now I've got five kids. Three of my kids are teenagers now and teenagers have been way harder than I ever thought or expected. It's weird. Kids are really fulfilling, but man teenagers have been just... It's different for me. I'm feeling like I have to grow to understand myself, but to also understand them. And what I envisioned my kids as teenagers are going to be what it is, has been so much different. I think for me, at times it got me depression, sadness and these things. And I was like, "I shouldn't be depressed this time in my kid's life. This is the greatest time I could be with them but I got to shift my mind." So it was me trying to do some work on myself, to fix myself. Not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how do I serve them now at this point? Because I envisioned the way I was going to serve my kids was when my dad did. Where I was like, he drove me to wrestling practice and we traveled the world, we worked out super hard because that's what I needed and I assumed that that's what my kids are going to need and it's not. That's not what they want. They want almost the opposite of those things. I'm like, "But I have these gifts. These skills I can give you." They are like, "I don't want them." I'm like, "I can help you start a business." Like, "We don't care." I get them value money because they've always had it. It's like all these things. Every gift that I have, it's like all my unique abilities I want to give my kids, they don't want it. So I'm learning this thing of well, instead of me trying to give my kids these things that I think that were so valuable to me. It's like, I have to sit back and understand what's actually valuable to them, which is so much harder and I'm learning this process. And so as I'm going through this lens of trying to learn these things, understand them, trying to figure them out for myself and I'm stumbling upon things like this and other things. It just got to a point where I was like, "I need to write this book first off for myself." If anyone who's done it, there's this weird thing as you start reading, you start seeing connections. You don't see any other spot. I feel like God opens up insights to you. They're just magical. Like I remember- Josh: When you start writing. Russell: Yeah. Josh: Yeah 100%. Russell: You have to get deep in a topic, you have studied all these things to figure things out. And I remember the first time I really understood this is, after I finished Traffic Secrets, I wanted to reedit DotCom and an Expert Secrets to publish the trilogy. So I went back. I remember reading those books and I was like, "Where did this stuff come from?" I was like, "This is good crap. I don't remember saying this or thinking that." I couldn't remember and- Josh: Interesting. Russell: It's the weirdest thing going back and fighting things. Somehow that was given to me because that was not something that I just intuitively knew. And I feel like for me, I wanted to start the book journey because I'm searching for these answers. The premise of the book is not, "I have all the answers, let me give them to you." I'm in the season where I'm going through it again and let me share through I'm learning on this journey because I'm learning some amazing things. And as I'm sharing as I'm writing them, again these insights keep popping in and it's fascinating. So I'll be doing something, I'll be doing something and I have a doodle. I'm like, "Oh my gosh." I run to Dave I'm like, "Look at this." He's like, "What am I explaining?" He's like, "I never saw it before." New to that. It showed up when I'm in this intense time. And so it's been fun as I'm writing it because these insights are coming at a speed that they don't normally come in. Josh: And I think also- Russell: It's really funny. Josh: I think... Hold that train of thought. I want you to keep going on that. But I've noticed that as well, when it comes to reading books. Reading a book and then applying the book, those are two very different things. I have read Expert Secrets, Dotcom Secrets, Traffic Secrets. And I'm going through, I've not read the hardcover of Expert Secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it and it's- Russell: You started the hardcover? Josh: Yeah. I'm going through, I'm listening to it and I'm reading it and I'm taking notes- Russell: Get the hardcovers. They're way better than softcovers. Josh: So I'm going through all this stuff. For the last four or five, six months, all I've been doing, I have no front end products of my own. I'm not building anything. All I'm doing is working with big campaigns on the backend. It's like full out stuff. We're doing stuff with cash phones. All these stuff is up and I'm going through and actually inboxed you. I was like, "Dude. People say they've read this book but they haven't." They've read the words, but it's totally different when you actually experience it. And you're watching where it all fits in and you start to see how it all clicks together. So that broke from the reverse angle of when you're writing it and trying to put it on in together is what you're talking about here. Russell: Yes. It's super fascinating. So it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be a launch in March. So if you published traditionally, this publishing schedule is really, really long. So if you are going to read it in March, I'd have to have it done by June. Josh: If we want to read in March of next year, you have to have it done by June this year. Russell: Yeah. Josh: Dang. Russell: So that's where I'm at. So I'm also with the first section of the book and there's four sections. Back then this month I spent the section number one and then that's where I'm at. Josh: Do we get to know what it's called? Do you have a title yet? Russell: I do. I don't want to show a title yet because I don't want someone going and- Josh: Oh, that's true. Russell: "You guys all suck." And buys those domains up and they start like SEOing me and beating me and all that stuff. But it's going to be cool. It's a study of two things. So I'll give you this part. This is the subtitle. So subtitle, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. These two things. How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think- Josh: Interesting. Russell: I see my own life. I achieve something thinking that, "When I achieve this thing, I'm going to be fulfilled and happy and everything." And you achieve the thing and you're like, "I'm not happy." And you figure that achievement and fulfillment, they don't work hand in hand. It's a science of achievement, which that's why science achieves more scrutiny. It's like, "Here's a step-by-step process to get this result." I want to be state champion wrestler here's a step by step process. Boom, got it. I want to be a known American step-by-step process. Got it. I want to start a business, step-by-step. Science. It's not thinking, you just follow a process and you get it. So for me, achievements always come easy. Anything I ever want in my life I've achieved it because there's a science. I figured out. Fulfillment's art, it's different. It's not follow these steps and you become fulfilled. The yin yang of these two things. And it's so fascinating. I've been going deeper into it and seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And there's so many cool things in this book that don't necessarily talk about science of achievement and fulfillment but they're all in here. The patterns in here over and over and over again. So it's pulling it from all these sources and showing it to everybody, that's what the book's going to do and then how to weave it all into aspects of your life anyway. So that's- Josh: One of the things and I'm sure you'll talk about it, but will be the balance of those two things. Because it's early on in my very young career of being 27 years old, but it was all about achieve, achieve, achieve, achieve. And there's always my mom's voice in the back of my head, it's like, "Things won't make you happy." "I know mom." Russell: Yes they will. Josh: Yeah. Yes they will. And then you get there. There have been moments in my life where right now in this moment I am completely fulfilled or I'm completely content and it's just like, I don't know what could make my life better. And it's not when I achieved anything, it's not when I did anything. But in that moment, whenever I take a step back and think about that moment, I have very little drive to go achieve anything more. And there's that balance of how do I stay fulfilled and content while also being driven to go achieve. Because for me and this is something I'd wrestled with and talked to Katie about it. And I'm like, "It's either one or the other. I can't be..." And she's like, "There's always another option. There's never black and white." And so balancing the two of those and understanding that. Like you said, they don't go hand in hand. They're separate things, I think it's really important and something that I'm trying to figure out and learn. Russell: So I got frustrated about all the times I achieve something and I'm so frustrated, why do I not feel how I thought I was going to feel and leads to depression or frustration or whatever. But when you start separating these are two different things I can achieve and I want to achieve, but how do I get fulfilled in the journey or separately from it and you start anyway. It's been fascinating and learning so many cool things and it's going to be fun to start sharing with everybody. I'm going to probably start in my podcasts, start dropping more and more things then getting deeper and deeper. More of the thoughts are going be flushed out. That's the weird thing about writing a book too, is initially I'm like, "Here's what I'm going to write." I write an outline of what the book is going to be and I write chapter number one. I was like, "Now this outline makes sense. You write that one" Chapter two. And so it's like, it's this rebuild, rebuild, rebuild. And by the time it's done, hopefully we'll find out. It'll be the perfect thing that's like, here's the frameworks you need. And for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book and this is going to be the chapter walking people through this concept of faith and fear. This doodle is a rough draft. I just tell you I sent this to you today. I'm like, "This is not the perfect doodle. I saw it. I'm not going to post it down below yet because this is partially done." It's going to be perfect by the time the book's done. I'm still thinking through and trying to get it right. And making it a simple form where I can understand it and hopefully it makes it easy for people to apply. But anyway, it's pretty cool. I think everyone should read a book. I think everybody listening should set that as a goal because when you do, just the act of writing the book will change your board. And I think anyone will understand. And when somebody asks, "What are you doing?" You're like, "I'm writing a book." Josh: That sounds very cool. Russell: There's no much cooler than that. Josh: Yeah. Yeah. For sure. Okay. I know you have a hard cutoff, so I want to be respectful of that here. So I want to end with one question here and that is specifically about reading books. It's interesting. I'm pretty involved in the ClickFunnels world. Those are my people as well too. And so those are the people that follow me and that I interact with and I talk to a lot and it's always interesting when I talk to people about reading versus action. And some people have this... I feel like there's weird thought that if you're a reader, you're not an action taker, which I'm like, "That's not true. That's not how that works." But anyway, for you, if you are early on in your career, early on in you journey of building your business and your funnels and putting everything together. Do you recommend? Going back and thinking of your life, were you a big reader early on? Did you do a lot of reading or were you more action taking and looking back, would you recommend people read more, take more action? What's that balance? Because it's very easy. I know for me, I'm making time to read and then that's all I want to do. I'm like, "This is amazing." And then I'll take action. And so what's that Balance there? And what do you recommend as far as reading versus action? Russell: It's tough because some people read just because you get fulfillment or like there's- Josh: There's a good feeling that comes with reading. Russell: Comes with reading. Josh: For sure. Russell: So- Josh: It's a fake sense of accomplishment. Russell: Yes. So this is my belief. I remember when I first got started, I was reading a lot, I was listening, I was going to seminars. I remember at first it always frustrated because I was learning all this stuff and I was getting it but I had nowhere to use it and I was trying to use it all. That's why I think I launched... I can't remember. A couple of funnels by measure. It was like a 106, 116 or something funnels I launched before ClickFunnels. And that's because every idea that came to me, I was like, "I have to create something." I create this and I create this. I was creating funnel and funnel and coaching program. I joined Dan Kennedy's mastermind and they talked about, "You should have mastermind groups." So at the event I launched a mastermind group. I'm like, "You should have phone sales." We started phone sales and "You should be doing seminars." We launched a seminar. Every idea that came, I launched it. But man, I got a point where I was drowning. Because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because these ideas are coming to me. I'm thinking, "These are gifts from God. These are inspiration. I need to have these things." And it wasn't until... I don't remember when. But somewhere down the line, I realized that, "I don't actually have to take all these different things and do them, but I can understand them." Because I enjoy learning, understanding. So I would take them into my mind and literally put them on a shelf. I remember there's this Dan Kennedy on how to do high ticket, air exclusive program. So when we were listening to it, there's talking about franchise and this. All of a sudden, this is amazing. So I was taking it because I enjoyed the learning of it. And then I was like, "I'm not doing this right now." I'm so stretched thin, but I enjoyed the learning. So I'm flying an airplane, listening to this audio book or whatever. If I'm going to put it over here, I'm just categorizing and I put it over here in my brain. Like, "Hey. If I ever wanted to go back and do that, I know where it's at or at least put over here." So I started learning because I enjoyed learning but I didn't have to implement everything. And I've put things in these different spots. At the same time I had a very clear vision. This is definitive purpose. I had a vision. So I'm trying to execute on something I'm trying to do. So as I'm learning, when something came that crossed my mind I was like, "That's the next step. I could grab it and plug it in and I could use it." If it didn't. I'm like, "That's awesome. Put it right here. Someday I'm going to use that in future." And I talked to… James Friel and I talked about because he has a Trello board. He calls his shiny penny Trello board where anytime you have a great idea- Josh: Yeah. I have one of those. Russell: Instead of trying to implement, he puts it on his Trello boards. Keeps your ideas. I think for most entrepreneurs, every idea is like your baby, like "This is the greatest idea of all time." Josh: Yeah. I have a Trello board called Josh's brain. Russell: Oh awesome. This pre Trello because I remember getting a note card. I had three by five note cards and when I had the ideas, I put them in there, I put them there. And somebody I'm going to come back to this and I get ideas and put them there. I kept putting them there either in a note card or somewhere else. And it's crazy. And I fast forward. Man, I think it's 19 or 20 years, I'm doing this now. So whatever it is. Almost two decades. And it's really cool because when I coach people now and this is my inner circle so I have people in here I'm coaching and someone would appear on stage and they're stuck with a problem and they're frustrated. They're like, "I don't want to do this thing." And all of a sudden out of the back of my mind pops up this thing and it comes into my- Josh: Exactly. Russell: I have this thing. I'm like, "Oh my gosh. Where did that come from?" It's because I learned it. Because I read this book here, I saw this thing over here and all these things. And so I think a lot of times we have to understand that learning is fun. So enjoy it. Don't be like, "I'm not going to read because..." Reading is awesome. Read, learn, do those things, but also understand, what is your mission? Stephen Larson talked about this two funnel hiking lives ago. He called it just-in-time learning. It seems like if you are going to read the book you need... I agree with that except for this is a better pastime than watching movies. So let's read, let's study. But having your path, this is my goal, this is where I'm going to go. If you join my coaching program, we're going to talk about what's the first funnel. That's what we focus on. Don't do anything else, just focus on that. You can learn other things, but categorize them or wait until you're ready. And then as you get pieces right. I need that, I need that and figure out the next steps. I think that's how I would do the yin yang of both of those. Because I'm the same way. I'm learning so many things or study things or I find things are awesome that I'm not going to use but someday there'll be someone I come upon that that nugget is going to be the thing that unlocks something for them and they're going to super grateful. So, anyway. Josh: All right. Well man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to, so thank you man. I appreciate it. Russell: No worries. And hopefully all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read through the lens of this. The first time I didn't know where I was going. So I was all over the place and just freaking out. But look at the lens of Faith and Fear of, I don't want to be a drifter. I want to be somebody spiritually, mentally, and physically free. Look at that and start looking at everything he talks about from this lens and just look at it as protections of you that will be there to get to the spot where you're learn 2% or how to keep yourself from becoming a drifter or if you are drifter shift yourself back. And looking at this, because it's this guide book of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. Josh: And- Russell: This is huge. Josh: The thing that I would say we didn't have time to get to it, but I would say too is understand that it's not... If you're religious, understand that there's probably going to be some things that the devil is like, "You don't need God, you don't need me." Some of the things that are going to be in there, like Russell said, 97% is good, 3% is bad. Don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this. And any single time that I've ever had success at anything when I look back, it follows very closely to the principles that were taught here, so anyway. Russell: That's awesome. And then wait until next March to buy my book. Josh: And I will be the number one affiliate. So hopefully you all can be number two, three, four. That's cool. That's going to be super, super cool. So Russell, thank you so much, man. I appreciate it. Love to do it again for The Book of Mormon or something like that and all right. All right guys, that's it. Russell: Thanks everyone. Josh: As always, hustle, hustle. God bless. Don't be afraid to think different because those of us who think different are going to be the ones who change the world. I love you all. See you soon. Russell: Bye everybody. Josh: See you. Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. Welcome back to the third and final episode from the Outwitting the Devil interview with Josh Forte. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two, and this is part three of three.

In this one, Josh started asking me questions about my new book and why I'm geeking out on, why I was so excited about Outwitting the Devil, but how I'm using this, why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And if you've enjoyed this interview series, please let me know, let Josh know. The

best way to do that is take a picture of any of these on your phone, post them on your social media, tag me and him, and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening. With that said, let's queue up the exciting conclusion of the Josh Forty, Russell Brunson, Outweighing the Devil podcast interview. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable?

That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Okay, I do want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago, maybe it was a little bit longer than that, you start hinting on Instagram about this book And I'm like, oh my gosh, another book. What could it possibly be? And then last week I'm out here and you start telling me about it and like what it is.

And it's not a, it's not a marketing book. It's the next piece. And it's your first ever, and I don't want to spoil it for him. I'm going to say it's like your first ever take at personal development. Like talk to us about this book. When is it coming out?

Like how, how did this come about? And like the details of that. Cause I'm super, super excited for it. Yeah. yeah i think it's my first i think it's my only hopefully but i said about i i don't believe that at all there's gonna be a trilogy for bros you're gonna be writing books too painful but but this one like it's again it's me coming back like uh we launched traffic secrets the world goes chaotic and i have more time you know and i'm trying to just, which by the way, how perfect time, I mean, my heart was completely broken when, you know, you

had to cancel the traffic secrets event because I was supposed to speak there. But, but, but how perfect of a timing was traffic secrets? There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for like a New York times bestseller list, which we actually hit, which is, I'm still freaking out about. It was tough because like Amazon wasn't shipping books things weren't shipped like all sorts of chaos like they said books weren't essential and so like it was hard

to hit list because you'd sell 10 000 copies of books in a week but amazon was waiting two three four weeks to ship them because it wasn't and so like they they wouldn't the way that the list work is like how many did you sell in retail outlets how many do you sell on on usa today like all they're all the things right and so like when you have the big push, but then some books aren't being counted for like four or five weeks later, because Amazon doesn't consider them essential. They're not showing up. It's like what normally takes 10,000 books or something to hit a bestseller list. We had over a hundred thousand to be able to do it. Like it was way harder, way more stressful, but we got it. But it was like, anyway, but it was easier to sell

because I had more time. Yeah. Yeah. Yeah. So yeah so there's a lot anyway a lot of pros with that plus it was crazy because like in the beginning of the book i talked about there's a storm coming and then literally was like we're in the middle but anyway so i was in the season where um and i think i'm similar to you and i think a lot of people in our community where it's just like my mind's always spinning i can't stop yeah i cannot shut it off it's like there, there's gotta be something I gotta be thinking about. And, um, it was harder for me to find stuff for me to like geek out on inside of marketing and business. Like it was just hard to find the next, I don't know, every time you get every level you get to, it's harder to find the next level. Right. Yeah. Like I'm sure the time of Michael Jordan's like, I can't find

people to push me anymore. Like, where do you, where do you go? You know? And it's just like, yeah, like Tom Brady in the NFL, just completely dominating every team that's out there. Yeah, that's right. Anyway. So not that I'm that level or anything, but for me, it gets harder and harder to find things. And I have to dig so hard to like, find like the gold. Right. And so I started just looking again at some of these things. Right. And like, that's when I find like, I stumble on this book and it's just like every page is gold. And it's like, I'm lit up again on fire i'm just like but then for me it's like again i talked about this earlier like for me like one of my highest values is uh roi like what's my return on my investment so i'm learning these things i'm growing myself personally but i'm feeling empty because i'm not sharing them

so it's like what's the platform that's why i'm like everyone go like everyone go read this i need to have this conversation with somebody like so i'm having you know dave reading it like everyone i can get to read i'm trying to get to read so i can have conversations then when you're like hey do you want to talk about our podcast? Like, yes, let me spew forth some of this stuff. Cause like it's in me and I can't, if I can't contribute, it seems like I'm, I'm wasting it. And so there was this, there was other things.

And I started looking, um, more and more like, you know, and right now I'm, I've got five kids. I've got three of my kids are teenagers now. And man, teenagers have been way harder than I ever thought or expected this, but I mean, it's really, it's weird. Kids are, kids are really fulfilling, but man, teenagers have been way harder than I ever thought or expected. But I mean, it's really, it's weird. Kids are, kids are really fulfilling, but man, teenagers have been just as different, different for me. And like, I'm feeling like I have to grow to understand myself, but I also understand

them. And like, and what I envisioned my kids as teenagers are going to be, what it is, has been so much different. I think for me, like at times it got me like depression and like sadness and these things. I'm just like, I shouldn't be like depressed this time in my kid's life. This is like the greatest time I could be with them, but I gotta shift my mind.

And so it was me trying to like do some work on myself to like fix myself, not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how like, how do I serve them now at this point? Cause I thought, I envisioned the way I was gonna serve my kids was the way my dad did, right? Where I was like, he drove me to wrestling practice

and we like traveled the world. We worked out super hard cause that's what I needed right I assume that that's what my kids are gonna need and it's not like that's not what they want they want like almost the opposite of those things I'm like but I have these gifts these skills I can give you right like I don't want them they're like I can help you start a business like we don't care like they don't value money because they've always had it you know it's like all these things are like every gift that I have it's like all my unique abilities I want to give my kids and I want them so like okay I'm learning this thing like all my unique abilities, I want to give my kids and I want them. So I'm like, okay, I'm learning this thing of like, well, instead of, instead of me trying

to give my kids these things that I think that were so valuable to me, it's like, I just sit back and understand like what's actually valuable to them, which is so much harder. And I'm learning this process. And so like, as I'm going through this lens of trying to learn these things, understand them and trying to figure them out for myself. And I'm stumbling upon things like this and other things. It just got to the point where I was like, I need to write this book them out for myself. And I'm stumbling upon things like this and other things. It just got to the point where I was like,

I need to write this book first off for myself. Like when you write books, if anyone who's done it, like there's this weird thing is you start reading, you start seeing connections, you don't see any other spot. I feel like God opens up insights to you that are just magical. Like I remember- When you start writing?

Yeah, 100%. You have to deepen a topic, you have to study all these things to figure things out. And like, I remember the first start writing. Yeah. Yeah. A hundred percent. You have to deepen a topic and you have to study all these things to, to figure things out. And like, I remember the first time I really understood this is after I finished traffic secrets, I wanted to rewrite and run and reedit.com and an expert secrets. Yeah. Published a trilogy. So I went back, I remember reading those books. And I was like, where did this stuff come from? I was like, this is good crap. Like, I don't remember saying this or thinking like,

where did this, I couldn't remember. And I was like, it's the weirdest thing going back and finding these things just like that was like somehow that was given to me because that's not something that i just intuitively knew right and i feel like for me i want to start the book journey because it's like i'm trying to i'm searching for these answers like the premise of the book is not like i have all the answers let them give me let me give you it's like i'm in the season where i'm going through it again and like let me share through i'm learning on this journey because i'm learning some amazing things and as i I'm sharing, as I'm writing them, again, these insights keep popping in and it's fascinating.

So like, I'll be doing something, I'll be doing something else. And I'm like, I have a dude, I'm like, oh my gosh, I ran into Dave. I'm like, look at this. He's like, what am I explaining? He's like, I never saw it before. I'm like, neither did I.

Like it just, it showed up when I'm in this, in this like intense like time, right? And so it's been fun as I'm writing this because I'm like, these insights are coming at a speed that they don't normally come in and I think also like in I think told that's right I'm not I wanted you to keep going on that but like I've noticed that as well when it comes to reading books reading a book and then applying the book those are two very different things like I have read

expert secrets com secret traffic secrets right and I'm going through I've not read the hardcover of expert secrets I've only read the soft cover so right now I'm going through and yes two nights read the hardcover of Expert Secrets. I've only read the softcover. So right now I'm going through, and yes, two nights ago I started it. You started the hardcover? Yeah, the hardcover. I'm going through, like, I'm listening to it and I'm reading it. Get the hardcovers. They're way better than the softcovers.

So I'm going through and I'm like, you know, all this stuff. But, like, I've been, I mean, for the last, like, four, five, six months, like, all I've been doing, like, I have no front-end products of my own, right? I'm not building anything. All I'm doing is, like, working with, like, big campaigns on the back end, right? So, like, full-on stuff. We're doing stuff with cash flow and all this stuff and i'm like going through and actually boxed you right i was like dude like people say they've read this book but they haven't like they've they've read the words but it's like totally different when you actually experience it and you're like watching where it all fits in and like you start

to see how it all clicks together so it's like that from the reverse angle of when you're writing it and trying to put it on in together it It's like what you're talking about here. It's super fascinating. Anyway, so it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be able to launch in March. So the publishing, if you publish traditionally, this publishing schedule is really, really long.

So if you guys want to read it in March, I have to have it done by June. If we want to read it in March of next year, you have to have it done by June this year. Yeah. Dang. So that's kind of where I'm at. So I'm almost at the first section of the book

and there's four sections. Back then this month, I just went to section number one and then that's kind of where I'm at. Do we get to know what it's called? Do you have a title yet? I do. I don't want to show the title yet

because I don't want something going in. Oh, that's true. You guys all suck. I'm just kidding. Yeah, so everyone buys all the domains up and they start SEOing me and beating me and all that stuff. But it's gonna be cool.

It's a study of like two things. So I'll give you this part. This is a subtitle. So subtitle, that's something Tony DeRobbins talks a lot about, but it's the science of achievement and the art of fulfillment. Like these two things, right?

How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think I see so much. I see my own life like i achieve something thinking that when i achieve this thing i'm going to be fulfilled and happy and everything right and you achieve the thing and you're like i'm not happy and you figure out the achievement and fulfillment are not they don't work hand in hand they're too complete it's a science of achievement which that's why like science of achievement works good for me it's like here's a step-by-step process to get this result

right i want to be a champion wrestler here's step-by-step process to get this result, right? I wanna be a state champion wrestler, here's a step-by-step challenge, boom, got it. I wanted to be an All-American, step-by-step process, got it. I wanted to start a business, step-by-step process, like science, right? It's not thinking, it's just follow a process and you get it. So for me, achievements always come easy.

Anything I've ever wanted in my life, I've achieved because there's a science, I figured it out, right? Fulfillment's art. It's different, it's not follow these steps and you become fulfilled. It's like that's the studies, like how do you, the yin yang of these two things.

And it's like, and so fascinating. It's been going deeper into it and like seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And like, there's so many, so many cool things in this book that don't necessarily talk about science of achievement and fulfillment, but they're all in here. Like the patterns in here over and over and over again. So it's pulling it from all these sources and showing, showing it to everybody is what the book's going to do and then how to

weave it into all the aspects of your life um anyway so that's one of the things i and i'm sure you'll talk about it but will be the balance of those two things where because it's like early on in my very young career of you know being 27 years old but like it was all about like achieve achieve achieve achieve and there's always like my mom's voice in the back of my head. It's like, things won't make you happy. Right. Like, you know, I'm like, I know mom, but yeah, yes, they will. Right. And then you get there. And then like, there have been moments in my life where I'm like, I am like right now in this moment, I am completely fulfilled or I'm completely content. And it's just like, I like, I don't know what could make my life better. And it's like, not when I achieved anything,

it's not when I did anything, but like in that moment, whenever I take a step back and like, think about that moment, I have very little drive to go achieve anything more. Right. And there's that balance of like, how do I stay like fulfilled and content while also being driven to go achieve. Right. Because for me, like, and this is something I've like wrestled with and like talk to Katie about it. And I'm like, it's either one or the other, like I can't be. And she's like, there's always, there's always another option. It's never black and white. Right. And so like balancing the two of those and like understanding that, like you said, they're not, they don't go hand in hand, but they're separate things I think is really important and something that I'm trying to figure out and learn.

What is what people get so, so I got frustrated about like all the times I achieve something and I'm so frustrated, like, why do I not feel how I thought I was going to feel, you know? And like leads to depression or frustration or whatever. But when you start separating, like these are two different things I can achieve and I want to achieve, but how do I, how do I get fulfilled in the journey or separately from it? And like when you start, anyway, it's been fascinating. I've been learning so many, so many cool things and it's gonna be fun to start sharing with everybody. I'm going to probably start in my podcast, start dropping more and more things. I'm getting deeper and deeper, more, you know,

more of the thoughts are getting flushed out. That's the weird thing about writing a book too, is like, initially I'm like, here's what I'm gonna write, and I write an outline of what the book's gonna be, and then I write chapter number one, and I was like, none of this outline makes sense. I'm gonna read the outline, and then I read chapter two, and I'm like, and so it's like, it's this rebuild, rebuild, rebuild, and by the time it's done,

hopefully we'll find out it'll be the perfect thing that's like, here's the frameworks you need. And like this, for example, this whole concept here, there's a chapter that's gonna be taking the frameworks you need. And like this, for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book. And this is going to be a chapter walking people through this concept of faith and fear. This doodle is a rough draft.

I was telling you, I sent this to you today. I'm like, this is not the perfect doodle. That's why I'm not going to post it down below yet. Cause it's like, this is partially done. It's going to be perfect by the time the book's done. I'm still like thinking through and trying to like get it right, making a simple form where like I can understand it.

And hopefully that makes it easier for people to apply. But, um, it's, uh, anyway, it's pretty cool. I think everyone should write a book. I think everybody listening should set that as a goal because when you do just the act of writing the book will, will change you more than I think anyone will understand. And when someone asks you like, what are you doing? You're like, I'm writing a book. Like that's just, it sounds super cool. It's cooler. Yeah. Yeah, for sure. Okay. Uh, I know you have a hard cut off, so I want to be respectful of that here. So I want to end with kind of like one question here, and that is specifically about reading books.

It's interesting, like I'm pretty involved in the ClickFunnels world, right? Like, I mean, those are my people as well too. And so like, those are like the people that follow me and that I interact with and I like talk to a lot. And it's always interesting when I talk to people about reading versus action. And it's like, some people have this like,

I feel like this weird thought that like, if you're a reader, you're not an action taker, which I'm like, that's not true. That's not how that works. But anyway, for you, if you are early on in your, early on in your career, like early on in your journal journey of, you know, building your business and your funnels and like putting everything together, like, do you recommend like going back and thinking in your life, were you a big reader early on? Like, did you do a lot of reading or were you more action taking? And like, looking back, like, do you recommend like going back and thinking in your life were you a big reader early on like did you do a lot of reading or were you more action taking and like looking back like would you recommend people read more take more action like what's that balance because like it's very easy i mean i know for me i'm like making time to read and then that's all i want to do i'm like this is amazing right and then i will take action like this is and so it's like what's that

balance there and like what do you recommend as far as reading versus, like reading versus action? It's tough because some people read just because it's like, like you get fulfillment or like there's, there's a good feeling that comes with reading. Yeah, for sure. It's a fake sense of accomplishment. Yes. So this is my, this is my belief.

I remember when I first got started, I was reading a lot. I was listening. I was going to seminars. I remember at first it always frustrated me because I was learning all this stuff and I was getting it. I'm like, but I had nowhere to use use it and i was trying to use it all

that's why like i think i launched i think i can't remember a couple fun hack lives i measured it was like 106 or 116 or something funnels i launched before click funnels and that's because every idea that came to me i was like i have to create something i create this and i create this i was like creating funnel and funnel coaching program and like i could join deep jet i joined dan kenney's mastermind and they talked, you should have a mastermind group. So at the event, I launched a mastermind group. They're like, you should have phone sales. So I like, we started phone sales.

And they're like, you should be doing seminars. We launched a seminar. Like all the, every idea that came, I launched it, right? But man, I got to the point where I was drowning because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because like these ideas are coming to me.

Like I'm thinking like, these are like gifts from God. These are inspiration. I need to have these things. And it wasn't until, I don't remember when, somewhere down the line, I realized that like, I don't actually have to take all these different things and do them, but I can understand them. Cause I enjoy like learning, understanding.

So I would take them and in my mind, I'd literally like put them on a shelf. Like, oh, this, I remember this Dan Kennedy on how to do high ticket, air exclusive programs. I remember listening to it and it's like, there's talking about franchises and this and all this stuff this is amazing so i was taking it because i enjoyed the learning of it and i was like i'm not doing this right now i'm so stretched thin but i enjoy the learning so i'm flying an airplane listening to this audiobook whatever but i'm gonna put it over here i'm just categorizing and i put it over here

in my brain like hey if i ever if i ever wanted to go back and do that i know where it's at where things come back put over here so i started like like learning because i enjoy learning but i didn't have to implement everything and do that, I know where it's at, where things come back. Put it over here. So I started learning because I enjoy learning, but I didn't have to implement everything. And I put things in these different spots, right? At the same time, I had a very clear vision. This is different in a purpose, right? I had a vision. So I'm trying to execute on this.

So I'm trying to do. So as I'm learning, when something came that crossed my mind, I was like, that's the next step. I could grab it and plug it in and I could use it. If it didn't, I'm like, that's awesome. I'm right here. Someday I'm going to use that in the future, and um i talked to this uh james ferrell and i talked about this because he uh he has a trello board he calls this shiny penny trello board

where like anytime you have a great idea like yeah i have one of those instead of like trying to implement he's like i put it over his trello boards like future ideas that way it's like because for me i think for most entrepreneurs every idea is like your baby like this is the greatest idea of all time yeah i have a trello bar called josh's brain oh i did that this is pretty trello so i ended up getting i remember getting a note card i had the uh three by five note cards a little thing and so i when i had the ideas i put them in there i put and i put it there right like somebody i'm gonna come back to this and i get all he doesn't put in there i kept putting him there uh either in a note card or something somewhere else and it's

crazy now i fast forward man i think it's 19 or 20 years. I've been doing this now. So whatever it is, almost two decades. And it's really cool. Cause when I coach people now, and this is my inner circle room. So I have people in here,

I'm coaching them and someone will be up here on stage. And they're stuck with a problem. They're frustrated. Like, I don't want to do this thing. And all of a sudden out of the back of my mind pops up a thing and it comes in my back. And I have this thing.

I'm like, Oh my gosh, where'd that come from? It's because I was, I learned it. Cause I, I read this book over here here i saw this thing over here and like all these things and so i think a lot of times we have to understand that like like learning is fun so enjoy don't like don't like i'm not gonna read because i don't like right reading is awesome read learn do those things um but also understand like you need to have to like like what is your mission steven larson talked about this uh two funnel hacking lives ago like

he called it just in time learning like learning. And so he was like, only read the book that you need, which I don't, I kind of agree with that except for like, this is a better pastime than watching movies, right? So let's read,

let's study, right? But having your path, like this is my goal, this is where I'm gonna go. If you join my coaching program, we're gonna talk about what's the first funnel. That's the only thing you focus on.

Don't do anything else. Just focus on that. You can learn other things, but categorize them away until you're ready. And then as you get pieces, they're like, I need that, I need that. And figuring out the next pieces, they're like, that's, I need that.

I need that. And like figuring out the next steps. I think that's kind of how, how I would, how I would do the yin yang of both of those. Cause I, I'm the same way. Like, like I'm learning so many things that, you know, are studying things where I find things are awesome that I'm not going to use. But someday there's going to be someone I come upon that, that nugget is going to be like the thing that unlocks something for them. And they're going to be super grateful.

So yeah. So yeah. Anyway. All right. Well, man, thank you. I really appreciate you taking the time to do this. This is so much fun. Um, we could talk for hours, but we do have to wrap it up there. We've got a little something to get to. So, um, thank you, man. I appreciate it. 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, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in

reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop. Am I right? Especially with how the economy's been lately. It's not the time to be gambling with your finances. So, Taylor put together this book called The Revolving Pricing Method, and it's awesome.

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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 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 testcom. But I got you a 20% discount on the assessment, which is only $25.

So don't stress, it's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, workinggenius, two G's 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 we'll take the test. Again, it takes you 10 minutes. But even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself, to make sure you're working in a spot that's gonna give you the most joy, number one. But then number two, it's gonna 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 will change the working dynamics amongst everybody

and help your company to grow. No worries. And hopefully for all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read it through the lens of this. Like I wish the first time I didn't know where I was going. So I was all over the place and just like freaking out.

But look at the lens of faith and fear of like, I don't want to be a drifter. I wanna be someone who's spiritually, mentally and physically free, right? Look at that and start looking at everything he talks about from this lens and just look at it as like protections of either how to get to the spot where you're going 2% or how to keep yourself from becoming a drifter.

Or if you are a drifter, shift yourself back and like looking at this, cause it's like this guidebook of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. And like, the thing that I would would say we didn't have time to get to it um but like thing i would say too is like understand that it's not like if you're religious

understand that there's probably going to be some things that like when he taught like the devil is like you don't need god you don't need me you can like some of the things that are going to be in there like russell said like 97 is good three percent is bad like don't let that prevent you from understanding the value and the power that's in this book, because there is so much good stuff in this. And like any single time that I've ever had success at anything, when I look back at like,

it follows very closely to the principles that were taught in here. So yeah. Anyway, awesome. And then wait till next March to buy my book and I will be the number one affiliate. So hopefully you all can be number two, three,

four. That's cool. But it's going to be super, super cool. So Russell, thank you so much, man. I appreciate it.

We'll have to do it again for the Book of Mormon or something like that. And yeah, all right. All right, guys, that's it. As always, hustle, hustle. God bless. Don't be afraid to think different because those of us that think different are going to be the ones to change the world. I love you all.

See you soon. Bye, everybody. See ya. Hey, everybody. This is Russell again. And really quick, I just opened up a texting community, which means you can text me your questions. And right now I'm spending anywhere between 10 and 30 minutes every single day answering questions through text

message to people who are on the podcast. And so I wanted you to stop everything you're doing, pull your phone out and actually text me a message. Okay. Now the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's going to happen is I'll add you to my phone. And then they'll send you back a message where you can add me to your phone. And then we can start having conversations. On top of that, through this texting community,

so I'm going to be giving out free swag, giving away free copies of my book. I'll let you know about book signings, about times I'm coming to your local area, and a whole bunch more. So I want to make sure you are on this list. On top of that, every single day day I'm sending out my favorite quotes, my favorite frameworks and things you can get for free only through my texting platform. So what you need to do right now is pull out your phone and text me at area code 208-231-3797. One more time, that's 208-231-3797.

I can't wait to hear from you right now.