Marketing Secrets with Russell Brunson - Perseverance and Innovation Strategies for Business Growth with Cody Sperber

Episode Date: June 5, 2024

Recently I visited Cody Sperber on his podcast “The Clever Investor Show” and I shared my journey from early business struggles to the success of ClickFunnels. We focus on the importance of perseverance and innovation and, luckily for me, my passion for collecting rare books, especially those by Napoleon Hill, really gave me some ammunition for my journey that hopefully you can use too! Listen in as I dive into the strategies I use to acquire rare and valuable items, showcasing my resourcefulness and dedication. I also discuss the profound insights gained from interactions with high-level thinkers like Tony Robbins, offering listeners a glimpse into the mindset required for both personal and professional growth. Learn more about your ad choices. Visit megaphone.fm/adchoices

I am so dreading groceries this week. Why? You can skip it. Oh, what? Just like that? Just like that. How about dinner with my third cousin? Skip it. Prince Fluffy's favorite treats? Skippable.

Midnight snacks? Skip. My neighbor's nightly saxophone practices? Uh, nope. You're on your own there. Could've skipped it. Should've skipped it. Skip to the good part and get groceries, meals, and more delivered right to your door on Skip. What's up, everybody? Welcome back to the Marketing Secrets Podcast.

I found a really cool interview that I want to share with you. It's an interview I did probably six or seven months ago. I was out at Tony Robbins' mastermind group, and I met up with someone who had become, I had seen him for years. His name is Cody Sperber. at, uh, Tony Robbins, a mastermind group. And I met up with someone who had become, I'd seen him for years. His name's Cody Sperber. Uh, he's in the real estate market and kind of someone I've been watching, you know, remotely for a long time. And we had a chance to both meet at that event and kind of hit it off. And a really cool guy really enjoyed hanging out with him. And then, uh, while we're there, he's like, Hey, do you want to do a podcast in my hotel room? And I was like, sure, man. So we went up there and he had a lights and microphones, everything

set up. And we did a really cool interview, um, talking about this business and about, um, you know, the, the transition from personal growth to actually serving people and helping them and a whole bunch of other really cool things along the way. And I thought there was a lot of value and a lot of really interesting, unique questions he asked me. And I think there's some value for all you guys in as well. So that's why we brought you guys this really cool interview with Cody Spurber. Uh, and I hope you enjoy it. I hope you enjoy this interview and you get a ton of value from it. If you do, please let me know. It's always fun to hear from you guys, either in the form of you guys sending reviews to the podcast or just taking a

screenshot of the podcast as you're listening right now and then post it on Instagram or Facebook, whatever, tag me and let me know what your biggest takeaway or aha was from the episode. So hope you enjoy it. With that said, let's check out this cool interview with me and Cody Sperber. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast. Are you ready to take action to attain the lifestyle of your dreams?

To greatly make a lot of money fast. The Clever Investor Show. What is going on, Clever Investors? Welcome to the Clever Investor Show. It's Cody Sperber, your lucky host, the OG Clever Investor. And today we have somebody I'm super excited to, I don't even need to introduce you to, but I'm super excited to bring to the Clever Investor Show one of my favorite marketers on planet Earth, somebody who's made my life so freaking easy with his amazing software

called ClickFunnels. This is one of the best marketers on planet Earth, somebody who really doesn't need an introduction. We have the amazing Russell Brunson on the show. Dude, thank you so much for being here. Yeah, excited to be here, man. I'm lucky because I caught you at the right time. I pulled you off of the beach with your family and said,

we're here at this mastermind, which you've been involved in with Tony and Dean forever. Year number one, yeah. You guys are homies. Year number one, I was actually a partner in the project. I don't know if you knew this. I bought mastermind.com. Dean told me. Yeah, I gave it to them. I was actually a partner in the project. And so, um, I don't know if you use, I bought my dog told me, yeah,

I gave it to them and we were a partner. And after year two, I was just so much stuff's happened. Click funnels. And they were doing their thing. And I was like, you guys just take it, dude.

I need a friend like you who just buys like a million dollar domain and just been like, Oh, by the way, bought this for you guys. Mastermind watch in exchange, mastermind.com. Oh,

show off the Richard. So this is the watch that Dean and Tony gave me back in exchange. That's fire right there. Look, look. How do we earn a watch like that, Russell? How many potato guns do we got to sell in order to get us? It's a lot of potato guns. It's a lot of potato guns, which is kind of when I first heard about you.

Okay. Many, many years ago, you were doing doing like really interesting like direct response around potato guns yeah when i was in college that was the first product i ever created which you know the first product never makes a ton of money but it's the story so then i figured out how to make my potato gun and then um i sold that for a while and then it stopped working then i started um adding potato gun um kits as an upsell i found found a guy in northern Idaho that was making kits. So someone would buy my DVD, and then they'd upsell them the kit. And that was like the first time that we'd ever done a funnel, which back then we called them funnel.

But that was the big aha, which then eventually 10 years later led to ClickFunnels. Which is – tooken? Taken? Taken the industry by storm. I mean like literally you change the game. Taking a person who – I can't even tell you how much on programming, graphic design, all of the pieces. Like nobody really understands until you're working with a Russian programmer, a Ukrainian programmer, people over in the Philippines. Like I'm trying to pull all these team members together to build a simple funnel. You made it to where like you can literally click and you have a funnel. So my team can do it yeah yeah yeah

which is amazing because you empowered a lot of people who had a great idea had a their own potato gun idea yeah but they had no idea how to bring it to market and would never have been able to pull those pieces together so how did you even were you just building funnels and you're like screw this is a pain in my ass i'm gonna build something that's easy honestly i think everyone knew that was that needed to be built. Like, um, I tried to build it twice prior. Cause I was like, I want this, I need it. Um, other people tried it and just everyone kept trying and no one ever executed on correctly. Um, and then after the second time I tried it, I ended up firing on my program and just kind of giving up on it. And then, um,

ended up meeting a guy whose name is Todd Dickerson and he came and started building funnels for me for a while, but he's one of the smartest guys ever. He was like, we should build software that makes this easy. I was like, dude, I've tried it. Everyone's tried it. It's not possible. It's not going to be a thing. Todd's literally the smartest person I've met in my whole life.

We went home. He lives in Atlanta, Georgia. He flew to Boise one week. We spent time on a whiteboard mapping out what would be your dream if we could do anything so i like mapped out i want to do this and this and we figured out the whole thing and he went home and so he's gonna work on it and you know again i was like i don't think it's going to be possible and then four or five months later he came back he's okay this is the beta version of click phones i want you to or of this we actually we bought the domain name that week so this is the beta version of click phones what do you think

and i started looking at i was like oh my gosh like did you did it like this is this is a real thing this has potential and then um we had another partner this time named dylan jones who he had built this really amazing website editor and and we had todd's back in those click funnels his web and i was like so that's just dylan and we ended up giving him equity in the company he gave us this his website editor which is like the greatest website editor ever then they spent the next two or three months plugging those two things together and then it became click funnels and we launched it and it's been almost 10 years it's been nine nine years since we launched it and it's been it's been crazy it's been it's been the ride of a lifetime so is the is the game now for you because like you've taken this insane journey

where you you you're the author of tons and tons of books. Dotcom Secrets was one of the biggest marketing direct response books ever. You've done the – being an author, you've done building this massive, game-changing, innovative software company. We were talking yesterday and you were telling me about your legacy and the library and everything that you're trying to do. When you look back on this insane journey journey was it just a series of moments where you're like i have this problem and i know these two guys this guy does some technical stuff and this guy has a website editor and i'm samching together like how are you like when you look back like what are those

pivotal moments along the way was just a bunch of relationships yeah it's um it's weird because because I've been in this game now 20-something years. So it's like 20 years ago, for some reason, I got excited about marketing, which is – it's always weird. Like why do we get desires? Like why did you care about investing and how – like who knows? But somehow we get these desires in our mind and then we start pursuing these things not knowing where they're going to lead to. So for me, it was just like initially I wanted to make money

and then I got excited by the marketing behind it and then the whole funnel thing started happening that like i would just geek out for for weeks at a time like learning those things and it was just crazy and then but eventually like as you're acquiring the knowledge information that gets to the point where it's like you have the ability now to help other people right it's anything i'm sure to you probably sold who knows how many houses flipping houses like you do a bunch of houses eventually get so good at you're like this has been really good for me but there's now I can actually use what I've learned to help other people. And it's this transition that most people, not most people, but people need to go through.

It's where the first phase is like growth, like personal growth and development, right? Until you become something or you learn something or you figure something out. And then transition is shifting from growth to contribution. And that's when you become an entrepreneur. And it's not just about you growing, making money, learning, whatever it is. It's that transition to like, boom, now I'm contributing to other people. And I looked at everyone in the mastermind this week, like Jim Quick, right? Like he was memory guy and learning and speed learning.

And for a long time, it was him doing it for himself. He was personally growing. And then somewhere he made that transition from growth to like contribution. How do I help other people with this now? And that's when he becomes an entrepreneur. And so for me, like it's been fun in our journey is, um, with ClickFunnels is like, that's where we're finding people. We're finding people who have typically, they've gone through this, um, this growth phase of their life and they're loving it.

And then it's like, you can make money, you can help other people make money and like serve other people with the thing that you've learned. In fact, I spoke an event two days ago before I got here. And, um, the question someone asked is like, I can't figure out who my dream customer is or who am I supposed to be serving? Or I was like, you don't understand. The person you're supposed to be serving is you five years ago. Where were you five years ago? What were you struggling with? Like that's the person you've been called to serve.

Like go and help them with the thing that you're a master at now. And all these people are like, oh, I had this big ahas. But like that's what it is, right? It's growth to contribution. And so what's been so fun for me over the last decade of doing this now is just like we're finding the people who are in that transition point of like they've been growing and now they're trying to serve other people. And it's like the most fun people to hang out with. So when you're throwing your big events and now it's so massive, everybody's in these like two comic clubs and massive – they now scale their businesses. Who are some of the more interesting characters that you've had come on your stage

or use your software that now you kind of look at them and you're like, wow. That person really is interesting to me. It's interesting because I think what's – my favorite thing about the movement that we've created with ClickFunnels is just that – prior to this, like I used to go to marketing events. And most people in marketing events were people who were doing marketing, right? It was like everyone had the same business for the most part. Well, now it's like last year we had Tyson Durfee who spoke at Funnel Hacking Live. And Tyson Durfee is a world champion calf roper.

And he was on the road traveling, doing calf roping and away from his family because he's in these trailers. And they're on the road like half the year going from rodeo to rodeo. At nights, he would read expert secrets and then he's like, oh, I can help other young rodeo people. So while he was on the road, he starts filming videos of him showing young athletes how to do calf roping and stuff like that. And he built this whole online course teaching calf roping while he was calf roping and it led to the point

where now he's able to retire from being on the road all the time because now he's got this whole following of young calf roping and it led to the point where now he's able to retire from from being on the road all the time because now he's got his whole following of young calf ropers who he so he leveraged like the thing he was doing anyway and like so he spoke last year it was just so cool to see this guy who's like i was a calf rope right i'm not an entrepreneur i'm not a business owner i'm not anything but i realized that like i had unique abilities i could share with other people like like that's the fascinating thing to me um with someone who was at last or the event two years ago her sister her sister-in-law was speaking and so she had come to support her sister-in-law she's like i've never and she was an actress she was in um high school musical part two or something i don't even know because in one of those like

those movies and she's sitting here watching her sister speak on stage and she's attending the whole event and halfway through she has the idea of like, I know something. She's like, I'm really good at understanding people's charisma types and how they work and what they're good at and what they're not good at. And as a speaker, she's like, I have this skill set that I didn't even realize that other people

would find useful. And so from that, she created this whole movement and this whole business teaching people like us. Because the way you speak is way different than how I speak. And a lot of people will see you or see me like, oh, I have to learn how to be, have charisma like Russell does or like Cody or whoever, you know, like they try to be like us as opposed to like understanding there's different types and like, and identifying like what's your type and like, and owning like

who you are. And then it was just built a whole business on the backside of that. And it's just, anyway, there's a million, like literally probably close to a million different stories I could tell, but it's just people from all walks of life who come in with like some weird thing that they're good at and then learning like how they can turn that into something they can change the world with um when you when you were going through the scaling of click funnels how uh how bumpy was that ride you know because i i know just from my personal experience like people look at it and they go, Russell was on this rocket ship and he just murdered it. And they don't realize like the amount of like employees that left and stole part of your team or times you got sued or times you were right there on the edge. Like there was one point, Russell, where I had scaled a little too fast and I had a little over a $550,000 Amex bill due in one day and payroll was hitting that next day.

And I had like maybe 250 grand in cash sitting in a bank account and I had like maybe $ 9,000-square-foot house on the water in this premium gated community in my theater room in my boxers at 3 a.m. crying. Just going, what the fuck? How did I get myself here? Like this business, I'm going to have to go. And at the time I had about maybe like 80 team members at this company. And I remember just thinking, oh, my god. I can't let these people go. I'm responsible for these people. Like, how do I break this news? Um, do you ever have any moments like that where your back's just against the wall and you're like, yeah, all right, here we go. And I want to know how you

solved it. Cause you stuck to me that story. What was the end of it? Yeah. Yeah. That's that we're going to take that story and put it at the beginning of this podcast and leave that open loop for you guys. And then, uh, you know, you just, I get create, you know what I did? I did exactly what you teach people to do. I sat there and I threw my little pity party and then I manned up and I'm like, you know what? I know how to sell. I know how to market people. I have, I saw people's problems in the real estate investing space. I'm going to launch a product that goes with a live event and I'm going to sell my way out of this thing real aggressively. You cut deals. I start talking to people and saying, listen, and I just had to be authentic with my team and say, this is the situation we're in. I called AMX and I said,

I'm going to not make my payment. What are my options? Right. And I ended up paying off the Amex. But, you know, I learned what their grace period was because with Amex you pay that, you know, or they shut your card off. But I was running my ads through the card like everything would have started melting down. And so within 24 hours, I had a new offer up and out the door. We sold hard. We brought in a couple hundred thousand dollars because of that. And I tell everybody, like when I'm training my real estate people, I always ask them whether it's real estate or I'm teaching people how to scale a business or build a personal brand, or even in my supplement companies, I'm like, dude, our real business is email marketing.

Like I love email marketing. That's like really, once you have an email list and you have a customer base and they love you and you have a relationship with them you can sell them you can sell them stuff if they believe in you and it's a good product and so i just sold my way out of it it took a while i did lose a couple good people that and i had to trim the fat it forced me to make a lot of difficult decisions that i was scared to do because i didn't want to hurt people's feelings or whatever. But you're here to stand and tell the story. I did. And those moments happen a lot more than people think when you're an entrepreneur and you're gunning and you're playing the game.

So what are some of yours that you kind of like maybe have you been sued? They've been like the injustice in this is so insane. When was the last time I got sued? Yeah. What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. And Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method.

And today he decided to sponsor the podcast to give you guys more access to this super 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. It helps you turn every client you close into a long-term profit machine. We're not talking about one-time paydays. We're talking about creating sustainable and real predictable income for the long haul. Now here's where it gets even better.

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 wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.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 got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's 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 off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two G's, working working genius, two G's in the middle, working genius.com, and then use promo code secrets, S E C R E T S at checkout, get 25% off. Uh, but then we'll take the test again. It takes you 10 minutes. Um, 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. It's going to be the most joy number one, but then number two,

um, 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. It's great.

We have to, at this point, we have full-time legal counsel because we're getting lawsuits all the time. Not just from us, but from, but from you know 100 000 active members like we got taylor swift sued us a couple months ago because one of our members set up a page and had all our taylor swift songs and music and so i get the legal i get the lawsuit so yeah lawsuits now we just like laugh like oh they're always coming but um there are a lot of hard things i think the one that was the hardest for me that was like the biggest growth for me was um about a year into click funnels and i remember when we when todd first built it he's like the way i built it he's like it'll be stable up to about 10 000 members and we have to like

rethink the technology after we pass 10 000 members i think initially like we got 10 000 members can you imagine how cool that would be like well like we'll deal with that in the future like we'll never like who knows and within a year we were 10 000 members and it was just like and all of a sudden like like, they started glitching. And, like, it would go down for an hour. And it would be back up and be out for 15 minutes. And it was just like this weird, like, thing. And I didn't know what to do.

And I was like – I have no technical ability. So I'm like, what's happening? And Todd's always positive. Like, oh, we're doing this. We're trying this. We're updating servers. And it's like – it was always trying to happen. But it just kept happening more and more often.

And with that, there's people in the community who get upset. You're down for 30 minutes and they're running ads to a page. I mean, understandably, they're pissed at me and they're angry. And so we're trying to figure these things out. And about the time I'm supposed to go speak at an event in the UK and the promoter invited my family with me. So like we jump on a plane and my whole family's on a plane. We take off and we're, you know, however many hours it takes to get to the UK, eight, 10, 12 hours, whatever it is in the air. And then we land and we get there and we have to go get SIM cards. We can reconnect to our phone.

You know, we're driving to the hotel. I get a SIM card in my thing. I click it. As soon as it does, my phone starts exploding. Like messages, text messages everywhere. And from people like death threats. People want to kill me. And I have no idea what's happening.

And I'm just seeing this stuff coming through. And I'm looking, trying to find Todd's message. And he's got a whole bunch of messages to me. So I'm listening. And so I finally call him on the phone. He's like, dude, what's happening. And I'm just seeing this stuff coming through. And I'm looking, trying to find Todd's message. And he's got a whole bunch of messages to me. So I'm listening. And so I finally call him on the phone. He's like, dude, what's happening? He's like, we've been down for three or four hours. He's like, and I remember, all I remember is this phrase he said.

He's like, if we're able to get back up, then da-da-da. And I just heard the word if. And I was like, oh, crap. I don't even know what that means or what. And I'm supposed to be speaking the next day to all these people talking about ClickFunnels is the greatest thing in the world, right? So I'm sitting there and we get to the hotel room and my kids and everything bounced off the walls because they just got to the UK and London or whatever. And I had put them in a separate room. I go into the room.

I got to figure this out. So we're trying to figure things out. And they didn't know. Todd didn't know. No one knew. They're trying all these things. We have no idea if or when we'd be back up again. And it was like that moment where I was like, what do I do?

I just wanted to disappear or hide or I don't know. And so it's one of those weird things where I was like, this is my first chance to be a leader. I don't even know what that feels like. What do I do? Or what's right or wrong? So I went to our Facebook group at the time, probably 10,000 members, which are all of our active members. And I went live. And I was like i was like hey everyone we're down i can't even email you to tell you we're down because all of our emails are on clip like we i can't even tell you

but like we're down and it's not okay and i'm pissed at myself and pissed our team like this isn't okay this is unacceptable like and i just owned it and i told them and i was like my stuff's down your stuff's down like all you guys are spending money like i don't have an answer for you but this is what we're doing what we're trying. And I'm going to, like, you know, we're doing our best and I'll get back to you. And so I went live. And it was crazy because I was expecting everybody to be sending in the Facebook group to be messaging what I was getting on my text message because they weren't nice. And it was the opposite. Everyone came back, like, thank you for being transparent.

Thank you for telling us the truth. Thank you. Thank you. And, like, it ended up taking us eight hours to get everything back online um and there's a longer story behind that but it was actually it forced us to switch in that eight hours i switched to a different database structure which we were still running on today which gave us the ability to grow and be stable for forever but um anyway i remember the next day it was like damage control like okay how bad like did we lose half our members everyone like leaving us and um the percentage of percentage of cancellations over that little window of time didn't shift at all.

It was just, it was like, because I was vulnerable and like owned it and like didn't try to talk out of my way out. I'm like, no, we were stupid. Like, this is not okay. So even though you didn't know what being a leader looked like and you were, but you knew that you had to be one. Yeah. You naturally went and owned it and you realized that's being a leader looked like and you were, but you knew that you had to be one. You naturally went and owned it and you realized that's being a leader. You know, you did exactly what anybody should have done in that situation is point the finger at themselves and say, Hey, we own this.

It's messed up and we're going to work around the clock to fix it. That's, that's a great story. I love hearing when entrepreneurs have to be kind of, you know, have that bounce back spirit and have their back against the wall, that underdog energy, because there always is a lesson and a blessing. And every one of those moments, I call them, you know, they're pivotal moments where you can recalibrate. And now you just said you're running on a better architectural system and you were able to scale. How many members do you have right now? Over 100,000. How much is ClickFunnels worthnels worth like how does that work like does somebody roll in some some

big private equity company and they're like all right russell we want to buy your company and you're just like make up a number or is there a formula because people are always like oh well sas companies trade it and they always have a number but then we like we look to try and sell three or four years ago and it's not as cut and dry of like oh this is your revenue therefore this you know like i wish it was that easy um I don't know exactly what it'd be worth. Um, you got it. You got a number though. Um, you got a number. You got, I think somebody rolled in and gave you a couple hundred million bucks. Uh, we had an offer. Um, we had offered two years ago for a close to half a billion and we turned it down. Um, I think we're

worth more than that. And so I think, I don't think we're worth a billion dollars yet, but that's where I'm trying to get it to before I'd be willing to do something. So they said one billion. I'd probably drop Mike and walk out of that point. Who knows? It should be hard to say no. Hard to say no. Well, I hope you get it.

I think you will get it. I really do. We have a really cool strategic next step that we're working towards that will be rolling out in the next three or four months, I think. Are you going to integrate some AI or some other – We have a lot of AI stuff tied into it, yeah. There's a lot already in it right now, and we have some really cool things. I mean, the future – someone asked me this the other day, like, what's the future of like – it's a year or two.

Where's websites and funnels? Like, where it's happening? And I was like, the reality is right now, like create a i mean you know this we create a static website the best we can knowing all sales and psychology and persuade all the things we know we make the best possible version we send traffic to it try to sell them something and if we're good you know three five eight percent maybe buy the thing but 95 percent don't because the message doesn't connect with them i think the future ai is um every single person's web page will be built on the fly based on who they are. So when you show up to it, you'll see a different thing than I do. When I show up, it's going to be like, write this headline for a 43-year-old man in Boise, Idaho who's worth X amount of dollars and has five kids and is a – whatever my personality profile is.

And it will write the headline and the copy and the page based on who I am. And then when you show up, it will be clearly different. It will be writing everything in the fly. I think that's where things are going. It's like right now we're kind of like got like a shotgun approach, and that's like sniper rifle. Oh, yeah. Talk right to the person.

Imagine if we get conversions up to 30% on the front end. It changes everything for me or you. Oh, and it's weird as a marketer. We're always fighting for those incremental, Like, can I get a percent here? Can I split test and get a half a percent here? Because those little percent over time, they add up. That's like an exponential leap in ability to get an increase. That's really cool.

It's really fun. Well, maybe I'll finally start getting some of my ClickFunnel awards, Russell. Apply for the awards. You need them. Come on stage. Come get them. I'm going to sell a bajillion dollars. I for the awards. You need them. Come on stage. Come get them. I'm going to sell a bajillion dollars. I'm going to help you hit that billion-dollar evaluation.

Okay. So, dude, yesterday we were talking. You surprised me because I'm just getting to know you. We have a lot of mutual friends, and I know you and Dean have been super close forever, and you and Tony, and we're here in Palm Beach at a mastermind with you guys. When you're hanging around like these caliber of people, like when I see you or think of you now, like you're so much bigger than a marketing guy to me. I think of you more like you have all this insane experience. And when I hear you talk, like you're very inspirational to a lot of entrepreneurs. Is that the future of Russell Brunson?

Like you're hanging out with these guys. Are you, do you have a book that's going to come out instead of like dot com secrets? It's like, it's like, you know, unlock your most powerful self by Russell Brunson secrets. Actually.

Well, yes, actually. I knew it. I knew it. I have more of my personal book. So, um,

you can't hang out with Dean and Tony in this level of people and not elevate. Well, it's interesting. And you know, it's in your business too. Like we have a mechanism to teach people. I teach marketing and funnels. That's the thing.

But the reality is when people come to me, like the thing that keep them from success is rarely the funnel or the thing. Right. It's, it's always the conversation in their head. Right. And so like, I think all of us, like we, like you're a real estate guy. I'm like, everyone's got their thing.

But inside of that, like the work I'm doing, people is rarely, it's really fun. You know, I'm sharing, here's a strategy. And then I got to work on them. Like that get people to believe that they're worthy. Good. And I believe that they can actually do it. Believe that the market will pay them what they're worth. Like, oh, like that's what's 90 of it's the the head stuff and so um and i've always

fought that because i was like tony's the best in the world there's all these people who do that i never wanted to do that um but uh it's interesting i talked about earlier like you look at the the um the journey of an entrepreneur right it's growth first personal development they become they learn something and they realize they can switch to contribution and help more people. So right now my world is based on people who are making that shift to contribution. I was like, I want to get into the conversation of their mind way earlier. If I can get somebody when they're on the journey to growth and I can help them through that journey and show them how earlier in their life, like, hey, you're a great wrestler. You're learning things.

You can actually help other people and you can make money by doing it. If I can meet them earlier in that journey and help them find that out faster, they can help more people, right? So the book I'm writing, so I'm launching a new company called Secrets of Success. So there's the company and the brand. I wasn't going to call the book that,

but I don't think the book's going to be called that. But the book I'm writing right now, and I'm probably co-authoring it with Ben Hart. Do you know Benjamin Hardy? No. He's written a half dozen amazing, like some of the best books in the world. He's awesome. Ben Hardy.

Ben Hardy, yeah. Okay. I'm looking it up. Yeah, his books are – his new book is called TEDx is Easier Than 2X and it's insane. Who, not how. He's written a whole bunch of really good books. But the thing – the principle working on this book is – you know the hero's two journeys, right? The hero's journey, which is like the storyline that every movie, every book, every work of

– every storytelling book from the beginning of time until now is all based on this same framework, right? The first step in the hero's journey is called the call to adventure where the hero is living their ordinary world. They have this call to adventure to go accomplish something. So the working title of the book right now is The Call to Adventure, where the hero is living in their ordinary world. They have this call to adventure to go accomplish something. So the working title of the book right now is The Call to Adventure. So for anyone, it could be an athlete,

a business person, whatever. You have this call to adventure where you're leaving your ordinary world and you're going on this journey. How do you have success in that journey? And if you look at the hero's journey, there's all these different steps that every hero goes through.

But the last step that the hero goes through is called Return with the Elixir, where the hero comes back with the answer. They want this journey to come back with the answer. So I want to, I want to meet people in this journey where they're going on this journey and here's the steps that would be successful. But the end of it, like you're returning with the elixir, like you're bringing back, like, here's the thing I learned on the journey, right? When I was wrestling, um, I was a wrestler in high school and I was a state champ. I took second place in the nation. And I remember after my senior year my coach invited

me to come to a wrestling camp so i'd always been like on this journey become a good wrestler and then he had become this wrestling camp and he wanted me to teach other wrestlers and so it was the first time i was like all these skills i had and i got paid my first time i ever made money as a wrestler i got paid to be a coach and i came back and i was teaching these other kids it was so exciting and fulfilling to like to show them and teach them that stuff and i was like i feel like i'd like learn i found this this secret i'm bringing it to these kids i'm showing to them they're becoming better wrestlers and like that feeling that that's the entrepreneurial feeling right that like that i crave and i want other people to have that because people have so many people have

achieved stuff throughout time and most of them never contributed back it's like it's their journey is not understanding that the end of the hero's journey is always about like returning with the elixir and bringing it to the next the next next person. And so that's like the book is going to be, it'll be, it'll become something that eventually long-term is to bring people still into click funnels in our world and business and marketing, but it's reaching them earlier in their journey and helping them to have success faster. And then hopefully helping to see like the end goal of success is little about us and more about the people we can serve with what we learned. Yeah. You're going to smash it with that book. There's so many people can resonate with that. And I think with your, uh, with your marketing abilities, I had Joel

Marion on, on the podcast and, um, he wrote his first book and he failed because he didn't know how to market. Yeah. And then he taught himself how to market. You are the greatest marketer out there and you, you know, you, you know, everybody's going to get behind that so i think that's really cool is that the legacy now like you're kind of like shifting away from like because like for me like when i talk about real estate there's there's times i'm like how many more times can i talk about wholesaling real estate like that's pretty simple guys like google it at this point um is that how you feel about marketing tactics sometimes? Because I love real estate. Don't get me wrong. When I get on a roll, I'm there.

But there are times like that. I love marketing. I've written three books on it. And for me, it's like the answers. I wrote them all in the books. Every time someone's like, what should I do? I'm like, it literally is in the book. Everything is in the book.

Just go back to the book. So I'm very much similar. I feel like I've said the new things I want to say in marketing like it's been done and it's there and it's not going to go away like i'm trying to sell um i've sold a million copies of my three books combined i'm trying to get a point where each one sells millions like i still like that message i don't want to stop i want to keep pushing that out there but you're right like i like i talk about squeeze pages or funnels can you tell me about headlines again yeah you're like google it yeah and so for me it's actually funny because dinner, the first day we met and you asked

like, what are you working on right now? And I was like, oh, old books. I bought 15,000 old books in the last two years. You're like, I did not think that was going to be. I did not expect that one to come out, which is cool because as you were telling me though, that like, I'm a, I wanted to be a ninth grade history teacher. Oh, that's what I wanted to do. If you would ask me as a little kid, I would have said one of two things.

I would have said a marine biologist or a history professor or a teacher for ninth grade. But anyway, so I love old things. I love like that understanding. Like I was in the lobby here at the – we're at the – we're at Breaker's Hotel. And I'm reading all the things about how this hotel became because it's pretty famous here in Palm Beach. And a fascinating story, by the way, of how this thing came to be. So when you were talking about old books, I'm like, tell me more. Like, how does that work? And so you're building literally one of the coolest projects I ever heard of for entrepreneurs and like history buffs, especially

if they're into books, you're building a library and you did something really cool to actually get the funding to build the library you use your marketing skills and your resources in the marketing world to raise money right like to build this epic library can you talk about that yeah it was um and i'm not a builder so i don't buy properties or how anyway so this is new the whole thing's new to me. So I bought the land, got the architecture done, and then went to a bank. I was like, hey, I need $20 million to build this big building with statues and books and an event center in Boise, Idaho.

And the bank's like, what? No, you're an idiot. There's nothing in Boise worth $20 million. I'm like, no, this is going to be amazing. Anyway, they thought I was dumb. Don't you know who I am? I'm Russell Brunson. Yeah, I'm like, I have a vision. Like there's nothing in Boise worth $20 million. I'm like, no, this is gonna be amazing. And anyway, they thought I was dumb. And so like, don't you know who I am? I'm Russell Brunson. Yeah. I'm like, I have a vision. It's gonna be amazing. They're like, so is this library people get to come to? I'm like, well, not really. It's more just like a museum for me and some of my friends. Like, and then like, anyway, the bank's gonna figure out.

So they told me, no, every bank's like, no, no, no, no. Um, you're, you're dumb. And so I was like, well, crap, I got to figure out a way to make, to pay for this. Right. And so my mentor is Dan Kennedy. And he always says, when you he always says when you have something you want to buy, he's like, send the bill to the herd. So just like you, when you were like sitting there 9,000 square foot house and you're freaking out, like you wrote an offer, send it to the herd. So I was like, hey, we need to make an offer. And so I was looking at our event center. There's 100 seats in it. I was like, if I sold those seats um like rights to those seats similar they do when

people uh like when football stadiums are built right they sell seat licenses yeah and so we did an offer at our inner circle or my mastermind mexico and i sold seat licenses where they could be a million dollars you get two seats in the event for the first two or three rows and then the back there's uh two hundred thousand dollar seats they can get as well and we sold it and raised 14 million dollars for my mexico master. And I got a dozen or more seats. We're still trying to finish selling out, but that'll fund the entire building, the library slash museum.

And then, and give me some more money to buy some more old books. And you've done some cool marketing around that, right? Like I saw some with a DeLorean and you did, you did one in front of the library or books or something. We had a green, we went to, went downtown and rented the Burbank

and went to one of those green screen studios. They film movies and stuff in. And so we filmed me in the whole thing. And then they took the architectural library and built a 3D rendering or something. And then I was like actually walking through it and like showing people what it was so people could see exactly. And it's all just – So now I can visualize what i'm investing in and

this is where this is going to be this yeah it's really fun it's been fun for me because like but you did it twice i think that the lesson i want to pull out though is you did the first one and you raised some money and then are you doing a second one or did you already do the second version with the delorean uh we filmed the second version then we rolled that out to our uh to my internal audience or to my the rest of my audience. Yeah, that went out a little while ago. Because sometimes as marketers, you come up with a hook, it does a certain amount. And then you've got to kind of reset

and rethink, like, okay, how do I get to the rest of the audience? Because not everybody resonates with every message. And so you just did what you teach. Different hooks, different angles, and keep trying. And you tried again and you got some more. And so how much left, did you say? A couple million dollars? um yeah there's a couple more than a million dollar seats left and i think one or two after the two hundred thousand dollar seats yeah if you got if you got

a hot extra million just laying around and you want to be able to go hang out at this really dope spot uh it's amazing i if if some one of my listeners buys one of these off of this i i want free click funnels for life bro done. Done. I want a free account. At Wealthsimple, we're built for whatever you're building. Built for Jane, who wants to break into the housing market. We're built for Ted, who's obsessed with what's happening in the global markets. And built for Celine, who just wants to retire and explore the world's flea markets. So take a moment and think about what you're building for.

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Be alert, be aware, and stay safe. Tell me about the books, though. Why are you nerding out on these books? Because you were talking about you have a book that is worth or costs a million dollars. I have two books now that I've spent $1.5 million on two different books. So, yeah, the books are amazing. They're expensive, though. It's an expensive hobby to get into.

One day you were just sitting there and you're like, I love old books. I'm going to go drop some moolah on some books. Well, okay. So let me – I'll tell a little bit more story. But so we look like what I am – a lot of people say, oh, Russell, you're an author. You're an entrepreneur. I don't look at myself as an author. Like I look at myself as a curator.

Like all three of my books were not like, here's Russell's original ideas. It was Russell's a nerd. He goes out and reads a whole bunch of books, goes to a bunch of seminars, tests everything, and then based on that writes a book. So you look at my books,'m always like i always give reference like oh i learned this from dan kennedy and from jay abraham and from this person like i always give credit because i'm not a i'm a curator i curate ideas and i put them into a format that's simple for me to understand where i can doodle it i can show it to people and they can be like oh it makes sense to me right and so the same thing here is like personal development there's been

some amazing people so much stuff's been said over the last however long. And, um, and so I started going out and buying it. I want to, I want to find the original first editions of these books and manuscripts to like from the first people that were thinking about this. And so I got deep in the history of personal development,

like 1850s, the very first person to write a book on personal development was a guy named Sammy smile, Samuel smiles in the UK, wrote a book called self help. And then that was like the first time. And it launched this movement. It's called the New Thought Movement

where people started thinking like, well, you can think and change your life. Like no one, that wasn't a thing pre-1850s. Pre-1850s, you just did what you're supposed to do and the last person did. And you just worked hard. Yeah, so Samuel Smiles writes this book and starts writing a whole bunch of books.

And then people in London, UK, that area start like learning about personal development for the first time ever. And then one of those books somehow got to America and this guy named Orson Sweet-Mart Martin, who's a little kid in his parents attic and he finds his book self-help. He reads it and it's like, Oh my gosh, I can think and change my life. And so he starts writing a bunch of books and he is a guy who started success, success magazine, launches success magazine. It becomes this huge thing. Now people all across

the country learn, they can like think and change their life and they can actually be successful. You're not just based on, you know, where you were born, but you can actually change your life and your circumstances. And from there, a whole bunch of amazing authors sprung up. And they were doing seminars all around the world. And from there, Napoleon Hill was one of the people. If you read Napoleon Hill's source material, almost all of it is coming from Orson Sweet-Mar. That's who he learned these things from. And he wrote Think and Grow Rich, which was the first personal book that went viral and sold 40, 50 million copies.

And so for me, it was like learning the history and the people and how they all fit into it. And from there, where did Jim Rohn come from? And from there was Tony Robbins. So I had this whole family tree of personal development all mapped out. And then every person, what books did they write? What manuscripts? What did they do? And so that was the beginning of this, me trying to figure out that part of it, which was just kind of like a me treasure hunting.

But then as I go, I'd like find, um, find things these people wrote. Right. And so, um, I found like a whole bunch of, uh, like old Napoleon Hill books and manuscripts. He never even published. I found some of those that I bought. That's dope. And then I found, um, the book, uh, the laws of success was Napoleon Hill's first book set. He wrote, um, in 19 1928 but three years before he

wrote that he printed some just by himself like at a printer and then he sent them to um like the president united states like andrew carnegie the queen of england he sent a bunch of people like like we would do with the writer book he sends your friends ahead of time so he sent these out there and he signed one of them and there's only two known copies in the world um one of them i saw two days ago at this other guy's library. And then there's only one that's signed. And I saw that one on eBay for $1.5 million. And I was like, it's three years before the first edition, like a pre-printing, signed, one of one, like the only one in the world. And I was like, ah.

And so that was the first big purchase I got. So you pulled the trigger on it. I did. And what was crazy is as I pulled the trigger, the guy who bought it, i got to know him he'd been collecting napoleon hill stuff for 20 years so i actually flew out to meet him and i saw his little stuff and i bought his entire collection at once no way we ran a private plane we loaded the whole private plane up so i flew that all back so then i had like all these insane things like magazines that napoleon published two magazines back in the day they're like you can't find them anywhere. Yeah, I was going to say.

I've never even heard of this stuff. They're amazing. The first one is called Hill's Golden Rule, and he wrote it, and he had his typewriter, and he was writing this thing. And he knew that someday he wanted to have a bunch of people writing it, but he had no other – he couldn't pay other authors. So he wrote every single thing but other pen names. There's like eight different pen names of authors, but they were all Napoleon Hill. Yeah. And so I – You're uncovering.

You're like peeling back the layers to this onion you're realizing oh i can actually go down this rabbit hole and like treasure hunt like you said so many cool things and books and like one thing leads to the next and the next and um and i met the guys around the point hill foundation become friends with them so they sent me napoleon hill's actual typewriter so i i have his typewriter that's sick and then they sent me like because that was one of the first big books like that you know kind of hear about is like thinking grow rich and somebody hands it to you and you read it and it's like at first it's kind of dense and you're like all right i kind of understand some of the time but when you really go down the rabbit hole you understand just who he was hanging around and how

he pulled together his information and so it was a game changer so that's the that's what when people are like you bought 15 000 books like yeah i wouldn't that's the rabbit hole i've been down and having the time my life like you seem to find out i find out who an author and they go to ebay and buy all their stuff and i've got some collectors i met i'm like what do you got and they're like oh and they find things and they're sending them to me and like um and then like my role in this is to go through and to research and read them and i've got teams now of like readers and researchers who are going through stuff for me and like pulling out ideas step one become super successful so you can nerd out on whatever weird thing you're into.

Some people are into cars. Some people are into private jets. Russell is into old books. If you want to speak his love language, just find some really hard to get old books. And there's some truth in what I'm saying here right now, by the way. So many people DM you, DM me. Will you mentor me? Can I get access to you? Can I hang out with you?, by the way, so many people DM you, DM me, will you mentor me? Can I get access to you? Can I hang out with you? And it's like, no dude. Like I don't have

any time for strangers that are just like asking. But if I rolled up and I said, Russell, I've been listening. I've been paying attention. I know you're really into this. I got you this, you know, I can't afford much, but I got you this thing. It's really hard to find this manuscript. And I think you'll appreciate it. That's like your love language. Like all of a sudden, and if they started supporting you consistently in all the things you did, eventually they couldn't afford, even they're like, I found access. Here's like, there's a guy that I bought something from on eBay. His name's Milton.

And I actually had just wired him 35 K or $30,000 this morning. Cause he can't buy stuff, but he, he finds these things. He's a hunter. And he's like, he's like, I found three success magazines from 1897 i found this i found this he's like do you want him like yeah i don't know he i've no idea how much he's buying him for but he's like this middleman and i don't know he has access to these people and he goes a yard sales all over the place and and like yeah he's just like i love the guy like he texts me 2500 times a day and i respond to every single one of them where most of This is great. This is when people say, will you pay attention to me?

I say, go find me a good deal. Yeah. You want me to pivot and focus. Go find me a good deal. These bird dogs, these deal finders. And we teach it, right? It's like you don't have money. You don't have resources.

And real estate, you never have a money problem. You have a creativity problem. And it's like, dude, just get more creative. Figure out a way to find out those where those deals are and go find them you don't need the money to do it i got the money bring the deals to me yeah now we got we got to get like 10 more miltons yeah i know right because now you're gonna have a list of all this if i'm looking for and i'm scouring the world for us what's like what's the thing that you're like if i ever would get my hands on that like it's done i don't care

how much it costs done deal i'm doing it oh man um Like it's a done. I don't care how much it costs. Done deal. I'm doing it. Oh, man. So there's one of my favorite female authors. There's only two really prolific female authors from this time period, early 1800s. One of them is Elsie Lincoln Benedict. And she had a school called the School of Opportunity. And she would actually go on the road. She spoke to over 3 million people during her lifetime going to these little workshops around the country teaching success and personal development. She has a book set called Brainology.

There are little mini books. There's like 14 of them. I have the complete set of that. I found one. She has another book set called How to Get Anything You Want in Life. It's little blue books, and there's a 14-book set, and I have 11 of the 14 books. There's three that I cannot find anywhere. I'm finding her family members.

I'm finding – everyone out there like searching. I'm finding 23andMe reports. Like all right, we're going to go all the way down the genealogy. If I could find those three booklets that I'm missing, then I have a complete set. Like that's the one of all the things like I would give anything for that right now. You just need to post that on social and just be like, look, these are the three. Head under. Find these things for me.

That's actually interesting yeah you can get you can get i will put you front row at the next um funnel hacking front row we'll even announce you from the stage like just make a little spectacle out of it and i guarantee those three books are going to magically show up okay because i don't know what the i don't know is the magic in you hunting them down is that part of the fun it is like but if I find it through somebody else, that's part of the story too. The Brainology book set was one that's super rare. I found one book on eBay, and it was part of a set. And so I started searching for that one. And people always ask me, who finds these for you?

I'm like, mostly it's me. I'm the only one that cares enough, right? I remember I was searching. There's only one reference of it in all of Google. There's only one reference to the book. And then on Etsy, somebody 10 years ago sold an incomplete book set so i found the etsy person i found the person who had sold it i was like i will pay you to tell me who you sold it to the guys like i can't it's against term whatever i'm like i don't care i'll pay you 10 grand to tell me who you sold the thing to

the guy wouldn't do it and i went into facebook instagram everywhere anyway on instagram uh 12 no eight years ago some bookstore in the uk posted a picture of the full book set it was in i found in google images like like 500 scrolls deep i was like that's it and so i contacted the bookstore i was like do you have this book set and they were back there yeah we do would you like we still have you want to buy it i'm like holy crap yes and it's funny after i had that initial conversation i was driving my son to school that day i was telling him about like the treasure hunt how i found it and stuff he said dad how, dad, how much are you going to pay for it? And I was like, I'm going to offer him five grand, but I'd be willing to pay more.

He's like, how much would you pay? And I was like, okay. Me and him are going back. He's a 12 year old. And I was like, how much do you think we should pay? And he's like, I think, I think you pay 10 grand. I was like, I think I'd be willing to pay 50 grand for that book set. He's like, you pay 50 grand.

I'm like, I'd pay 50 grand for it. Anyway, I got home from dropping him off and the lady emailed me. She's like, it was in British pounds. She's like, I'll sell you the book set for 500 pounds i was like i was like yes overnight it to me here's the money before she changed her mind what is 500 pounds like 420 bucks or something like that hey score on the book set oh yeah i was like i would pay 50 000 for that and anyway so you know there is something about that perception of value oh yeah well you know in real estate there's a big perception of value you know it's like what i'm going to do with

the property might be totally different than what you'll do with the property i i see a vision i see what i'm going to do with you see what you're going to do with it and like when you're building out this library because the library is going to be dope it It is half event center, half library. I heard there's going to be like some James Bond spiral staircase that goes to the rarest of the rarest books. Only very lucky people ever get to go down there and see where the million-dollar books are. And are you going to build it all dope with lights? Yeah, it's amazing. Are we going to have lasers?

We need to have it. Anti-theft laser system. If they don't work are we gonna have lasers like we need to have anti-theft laser system work we should have those in there just so that we just let people like that you break in like those are the dope books right there those are the thing yeah and then you just need to have like the first ever what's what's your most famous book dot com secrets yeah yeah first ever first right there and you need to sign it at some point you never know let's hope years 100 years down the road that book might be a million dollar book because like 500 years ago some kid on ebay who finds my book and is like this guy named russell and like geeks out that's the way i am right now yeah yeah it'd be really fun cool dude i mean it's funny when you

find things that really light you up just how happy and enjoyable something can be, can make you like, like hunting down old books. Uh, uh, what is, what is yours? If you're watching this right now, what's that thing that lights you up that you're just like, Oh my God, if I can make money in my business, cause this people struggle with this a lot. Like they're like, Cody, I'm not really into real estate, but I know I can make a lot of money in real estate. What I'm really into is this thing over here. It's like, dude, get in the right money making vehicle, sacrifice a little bit, work really hard, stay consistent, learn the skills and capabilities, dominate at that,

make the money so you can be empowered to go teach guitar to kids for the rest of your life. For sure. So perfect. Thank you. Look, a couple more questions and we got to wind down because you got to go. When you and Tony and just these super high level people are sitting around, what are you guys talking about? What are you guys hanging out? Are you guys hanging out like talking sports? Are you guys talking about old books? Are you talking about how to take over the world?

What scares the shit out of you guys talking about old books? Are you talking about how to take over the world? What scares the shit out of you guys? Like, are you like, oh, my God, like within three years, the whole world's imploding. We're all moving to Dubai. AI is going to kill everybody. Like, what's the what's the escape plan? That's actually really interesting. Well, the the the coolest time I had with Tony, the first time we did this affiliate contest, the meetup or whatever is in Fiji. So we went to Fiji and it was my second time being to Tony's in Fiji.

But this time, like he's the one that welcomed us off the bus, gave us hugs and stuff. And then when we got off, he's like, hey, let's go eat. So we went directly to this lunch. It was me and Tony, my wife, and we had lunch together, which was like – You're like looking around. I love Tony. Guys, do you see what's happening here? I love Tony, but I'm still scared to death.

I'm just like – It was crazy because like he's obviously the alpha in any room. So he's like leading the conversation. But it was fascinating because he was talking about just – I could see like the – in his mind. Like he has his own plane, which is like – I've flown it once. It's insane. It's like an old southwest plane that he turned into. It's amazing.

Like after you fly it once, you're like – It's the big boy plane. Oh, it's amazing. amazing yeah so like we flew out of one so he's talking about that but he's talking about he didn't say guilt but like you could tell he felt guilt because he knows how much you know carbon or whatever or gas it costs to fly this thing he felt really guilty about it so then he was telling this deal he had figured out with the i'm not gonna remember the details but the prince of saudi arabia to do this thing where he was gonna where he was gonna change the way they ship some things which actually would lower carbon across the world by like this huge amount which was a hundred times more than his plane could ever do in like his

entire lifetime like he like figured out justify this by like by solving the problem over here it was so cool to see that i was like oh my gosh because sometimes we're like you feel guilty about something you're doing this thing but like ah and he's trying to like he wants the net positive anything he's doing to be way more positive and so he's telling these stories about this and that and all these things and like when he got sick like the type of water he had to drink to like heal himself and i'm just like taking notes like i gotta buy that water like whatever you know like but tony's just him telling you all these insane things that and how like he was trying to like after the last meeting we had here he was he flew out from here to go to some like

peacekeeping thing to try to figure out with all these like national leaders like how to solve peace and problems that we're having in America and across the world through social – like that's stuff he's dealing with. It's like I'm just in there just like – So you're listening. I'm listening and not knowing – knowing that like right now I can't solve those problems, but understanding like the way he's solving those problems is really fascinating like it wasn't him like i'm gonna go whatever he's like okay for me to solve this thing that i think the world's struggling with who are the people i need to connect so tony's using his connecting ability say okay we need this like gets the five or six people flies them all together sits in a room and like solves the problem and um it's just cool seeing the way his brain thinks versus most like me i'm just like that's too big a problem for me where he's like okay who are the people that can

solve this let's get him in a room make it happen and it forces you to elevate your thought yeah it starts getting you thinking differently and so um anyway he's he's fun just to hear because you know those are the problems he's he's done would you say he's probably like the biggest most famous person that you're like homies with oh for sure yeah but like he's so he's like he's consulted like the last 10 presidents or something crazy like that. You know what I mean? And the Queen of England and Princess Di. And he's connected to everybody.

We're here because we supported them in their mastermind.com launch. And I got lucky because you've already done it since the beginning. So I was able to actually play in the game and do really well in the launch. So as affiliates, you get a reward when you market well and you sell well. You get to come to these private events. And so one of the things that I want, or all of us here, all 10 of us, is the ability to ask Tony any question you want. Do you have your question figured out? I do have my question.

I struggled with it, though, for a long time. I still have my question. I struggled with it though for a long time. I still struggle with my every year. It's like, it's like, okay, I have to boil it down to one fricking question to ask Tony Robbins. Uh, and,

uh, so I, I, I took me about a week of really thinking about it. I don't want to say it. I'm not going to say it until I ask him. Cause I want to hear it. I want to hear his,

I want to hear his response, but it's interesting too. Cause like, if you had one ability to ask one of your favorite people still alive a question, who would that person be and what question would you ask? I remember last year I asked a question too and I asked a question that was this way. And as Tony was answering it, he does this Tony voodoo thing where he like sinks in on you. And halfway through he shifted and started talking about one of my sons i was struggling with i don't even know how he knew that or whatever and went down spent next like 20 minutes and he going deep on this thing that um the first one it was a really good question in my head that was probably more surface level and he

shifted it by the time i left i was like holy cow like it was like life-changing and so that's the thing with tony too is just like you ask one thing you never know what you're actually going to get because he's just so in tune with those, just all the things, you know? And anyway, you're going to, you're going to love it. This is my fourth time doing it. You're going to love the experience. You have your, you have your question. Not, are you going to still do that?

Yeah. I can say my nervous Jake, you have the shot. Like, cause people ask me, did you text Tony all the time? I'm like, no, like first off, I'm scared to death of him. Second off, like I'm not gonna waste his time unless there's something really really important like someday like um yeah someday there's gonna be something that all i want to like message him for and i don't want to be like you know i mean i want to be a kid to like annoy them all the time research ignore me i want to make sure that if something bad happens in my family or the world's coming to an end or i gotta

bug out and be in fiji because you know i want to use that i love how raw and authentic you're being because people look at you they put you up on a pedestal. They see you guys always hanging out and doing events and speaking on the same stages. And even me, I get in some rooms with some people and I'm nervous. I'm just like, all right, I'm just going to play cool here. Play cool, Sperber. But thank you for your time, man. This has been fantastic.

If people wanted to support you, get behind things, obviously click funnels.com but what else how do they how do they um if you want my new project by time this goes live i think um it should be live but seekers of success.com is my new personal development brand that we're rolling out we have a newsletter that'll that'll be basically every day you get a you get a two minute like motivational success thing and then on the back of that we're republishing a lot of napoleon hill's stuff and books and manuscripts we. I just got the rights from the Napoleon Hill Foundation. There's a book that he wrote that never got published that I get to publish. A bunch of other cool things.

So we're working on all that right now. So all that stuff will be there eventually. It's my big passion project I'm most excited about right now. But if you go to RussellBrunson.com, there's links to all my companies and brands and everything kind of off the hub there. Dude, thank you so much for your time. Guys, look, the show just keeps evolving, man. We keep getting cooler and cooler guests and going down different rabbit holes. And I couldn't be more grateful for all of you that subscribe to this show and support us along the way.

It's been really great to get to know some of you guys, especially in the comments. The engagement's been really fantastic lately. So thank you for that. And go support Russell and go find him those three books. He needs to find those three books, whatever they are. You need to be clear on which of the three you're missing. So the clever investor tribe can go find those for you. Until next time, we're out of here. Take care. Calm your hair. Peace.