Marketing Secrets with Russell Brunson - The CEO Swap...

Episode Date: September 18, 2018

The fastest way to knock off 12-18 months of your company's growth in less than 7 days. On today's episode Russell talks about having Brandon and Kaelin Poulin trade consulting with him, and how that turned into a CEO swap. Here are some of the amazing things to look forward to in this episode: Find out why swapping consulting turned into swapping CEO's and how it's beneficial for both companies. Find out why a CEO swap could actually work for your business as well. And hear how the CEO swap made it possible to quickly implement things that would have taken months to implement without it. So listen here to find out how a CEO swap could be beneficial for your business. Transcript - https://marketingsecrets.com/blog/the-ceo-swap Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey everybody, this is Russell Brunson and welcome to Marketing Secrets Podcast. Today we're going to be talking about the CEO swap. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answers. My name is Russell Brunson and welcome to Marketing Secrets.

All right, everybody. So it's a beautiful Sunday. I'm walking home from church today by myself and it's kind of a long walk. So I thought, what better could I possibly do than to jump on and hang out with you guys for a few minutes? So I hope that's okay. But anyway, this last week was kind of cool. I think I told you guys before that Brandon and Kaylin from Lady Boss and I decided to a like a swapping consulting days right um and so what i want to work with them on is they've they've done a really good job structuring their company

their meetings their employees they're just their whole everything they learned a lot of initially from alex sharpen and then they went and as brandon typically does went and uh perfected and added to the system made a bunch of other stuff, and then has been beating on it for the last year and just really fine-tuned the process. Anyway, it's amazing what they're doing. What I found out is that they only have five funnels and they don't do any new funnels. Anyway, they want to go cold traffic and want to a new funnel, so I was going to swap consulting where I was going to walk them through

what I would do in the funnel stuff. So it was cool. So Thursday, it's been a whole day going through all of our stuff, and I'm not going to lie, this is like the part of business that I don't love. If anyone's wondering how ClickFunnels has grown so big, there's two reasons.

Number one, actually three reasons. Number one, we have an amazing product. Number two, we have an insane team who is super talented and super passionate and loves what we do. And number three, we're really good at marketing and selling stuff. So we've done that in spite of our flaws. And that's how we've grown to over a hundred million dollars in sales. But the downside is that we've never been good at the business structuring and planning and meeting and all those kind of things we just haven't been as good at. And mostly because as the CEO or leader, whatever you want to call it, the head dancing monkey, I don't necessarily like those things or not good at them. It's because the whole culture doesn't have them. And so it's just been a lacking thing. So as Brandon was going through it all,

first I'm getting really excited and then I'm getting all depressed and stressed. Cause I'm like, Oh, like I would rather die than do all those things. He's telling me I need to do, I know they're essential, but I'd rather just go sell something else. And so I'm kind of stressed, like feeling the pressure and the stress. First, I feel like a little bit of hope, um, followed by like, um, like despair, I guess is probably the best word of like, wait, you have to stop building funnels for like two months to get this thing to work. So anyway, then we fast forward to the next day. So Friday we come in and, um, we started going into the funnels. I started geeking out. I started freaking out. I'm jumping around, having so much fun. And I feel like Brandon was

probably feeling something similar. Like, man, how are we going to get all of this? How am I going to get my team to understand all this? Like, I get it conceptually, but how do I get them to do it? Anyway, so we're going forward on our consulting swapping days. And then it's probably like 3 o'clock in the afternoon. Almost as a joke, I was like, you know what we should do? We should just do a CEO swap. You become CEO of ClickFunnels for a week.

I become CEO of Ladyboss for a week. And then we just switch roles, implement all this crap and we'll switch back. And then we're like, wait, what if we actually switched roles for a week? And then we started going crazy about it. And I was just like, wait, that means you can come in and literally just do all this stuff for me. All the stuff that you love to do anyway, and build it in, build the structure, run the meetings, like all the stuff that you love to do anyway and build it in build the structure run the meetings like all that stuff until we have like the process in and i could just go work with my funnel builders and build an amazing funnel which is all we really want to do and the end of it you end up with like the funnel done i end up with the structure and the meetings all done and we both end up a million times better so instead of. So instead of just swapping ideas and consulting,

it's like swapping our superpowers. And so we called it the CEO swap. And so Brandon and Caleb, they bumped out their fly a little bit later. Yesterday or Saturday, we went in and worked. I was there till two o'clock last night working on their funnels. They were there with my entire team

working on other stuff. And it's insane how much we got done in such a short period of time. Where literally for me to implement this process we were going through, probably conservatively would have taken me from now to the end of the year. And it would have like not been fun.

It would have been a lot of pain. And now it's like, it's going to be, by this time next week, it'll be completely done, implemented, installed and like running. And their funnel should be done, completely ready, handed off for them to start driving traffic to you, which is the coolest thing. So I'm telling you this because you guys should do SEO swaps. Not SEO, CEO.

CEO swaps, right? Find somebody who has the opposite of your superpower. Let's say you got a company, you built off facebook ads you're killing it you find another company who's killing it and they've done everything on seo swap like ceo swap with them or whatever marketing department swap with them or whatever and figure out the other side of it right or maybe you're someone who's got a call center that's crushing it and another guy's got a vsl that's crushing it like swap like hey come build out my call center i'll come build out your vsl boom swap skills and now you just like duplicated your superpowers inside the other person's business.

Oh, so powerful. So consulting days first off are awesome. You should do that anyway. But if you wanna go to the next level, do a consulting day and then it's like, you know, this is good. Let's do a CEO swap. Boom.

And then go deeper. And if you have half the experience that we're having right now, it'll be amazing. So anyway, I just um, if you have half the experience that we're having right now, it'll be amazing. So anyway, I just want to share with you guys, cause I think, um, you know, a lot of times we get too caught up in trying to figure out how to do the, how to do the thing. And the biggest problem with the house, you have to learn how to do the how, right? I did an episode here and probably three or four months ago where I talked about it's

the who, not the how, um, from When I learned from Dan Sullivan and his biggest thing, if you listen to that podcast, was the biggest problem with entrepreneurs. We see exactly, we see our vision, right? What we want to accomplish. And we start moving towards it. But as soon as we get stuck in that, in like, how do I do something? Then we instantly, like, it's not our superpower. If we don't know how to do it, then we will start procrastinating because we don't know how to do it, right?

And his goal of how to get out of procrastination is not to go learn the how, it's to go find the who who already knows the how and get that who to do the thing for you. Okay, so sometimes we're consulting and it's like, that's awesome, that's not my superpower. It's like, cool, who's the who that can implement this? So you find the rock star who can implement it for you or have the person who's coached you and how to do it who's done a million times have them actually implement it for you and you pay them or swap them like again the swapping idea is it's super cool because if brandon was to pay me to build a funnel form like this i mean i wouldn't even consider doing it for i don know, probably at least 500 grand or so for

me to like stop the opportunity cost to go and focus on it. Right. And now he's gonna have it done and completed within a week. And for him to go stop his whole business and come set up my whole structure, meetings, org chart, uh, scorecards, like all this insanely annoying, boring part of business stuff that we have to do that we're not doing. Like how much would it charge him? I mean, he probably charged me half a million bucks to do it, right? So it's not realistic for most people to pay half a million bucks for a funnel or half a million bucks for someone to set up your meetings. But in this

situation, we both value the other person's superpower. So we just swapped. So anyway, I hope that gets you guys pumped. You should start looking at that. Look at the other businesses around you. Look at your friends, look at your colleagues, look at, um, look at peers, look at all that kind of stuff. Um, who have what you, what you want and do a CEO swap and swap for a day or for a week or for a, you know, whatever, whatever you need to do. I remember Rand Fishkin. He used to be the, the owner of moz.com, which is SEO Moz before that. He wrote a book called Lost and Founder, which if you read that book, you will realize that I'm completely right about taking venture capital money.

So there's a story for another day. But the books were really good but one thing he talked about in there is as he was growing his company he was the owner of the software company helped seos and helped agencies and he had a friend who was running agencies in their software and so they they uh ceo swapped and uh rand went and actually like they swapped like houses like he lived at the dude's house that guy lived at his house like i don't know how the wives were okay with that my wife would kill me if i was like anyway but that's that's besides the point right um so they did the swap and it was cool because rand was able to go down into the trenches and see what it's actually like to run an agency again and see the experience

and then try to use his tools thing and realize oh my, here's all these gaps that as an actual owner, like I can't, like my people can't do these things because of these gaps in our product. And he's gonna make the product better. And then the other dude who was in the agency went back and started, became the CEO of SEO Moss for a while. First off, had empathy for,

for them now. But second off, they'll work with the team and be like, no, these like, why are you prioritizing this? Like we would never actually use this. Like you should be prioritizing here.

And like the swap changed everything for them. So anyway, I think it's valuable. I think it's worth most of us all doing. So find someone's superpower you want, where you have superpower that they want and CEO swap them. And, uh, you will jump yourself forward six months, a year, two years in your company, literally overnight, which is totally worth it. In every case, every scenario. So thanks, you guys. Appreciate you. I'm home. I'm going to go get something to eat and I'll talk to you soon.

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