Marketing Secrets with Russell Brunson - The Roundtable of World Changers (Part 1 of 4)

Episode Date: May 31, 2021

The roundtable interview with Matt and Caleb Maddix and a small group of people who are trying to change the world. Enjoy part one of this special 4 part episode series. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Hey, what's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Boy, oh boy, do I have a treat for you. So if you've been listening recently, you know that a couple episodes ago I talked about a really amazing experience I had where I was able to take my kids down to Arizona with Matt and Kayla Maddox. We went and fed the homeless and we did a bunch of amazing things. And anyway, it was literally a life-changing experience for not just for me, but for my kids as well. And it was amazing. And the last day after we had done with all the fun things we had planned, we actually sent my kids to go stay with one of their friends who lived down there. And then we went out, me and Matt and Caleb and some friends went out to sushi.

We got done eating like, I don't know, 10 o'clock, 11 o'clock at night. And then we decided to do a podcast interview. And instead of just going and just us doing a two-person podcast interview, Matt Maddox had a great idea. He's like, we should do more like a round table and invite a bunch of people. And so we tried three or four different office places to go and to record this podcast interview. And finally, someone allowed us to use their podcast interview. And finally, um, um, someone allowed us to use their, their penthouse. Um, so we ended up getting there, I think like 11 or 12

o'clock at night or something. And it was cool because Matt, Matt, it was for Matt's podcast. So he was doing the interviewing and then he had Caleb there. He had a bunch of Caleb's buddies there. And then there was a room full of young entrepreneurs, people who, you know, some of them are in twenties and you know, young, late thirties or assuming early thirties, um, just younger entrepreneurs who are all like world changers who are trying to like figure out ways they can change the world. Um, and it was inspiring to be in that room, just seeing the energy and excitement, you know, um, you know, sometimes I feel like I've been playing this game so long and sometimes I get tired, right? Like it's like, uh, you know, midnight and I'm ready to go to bed and be the old man of the group. And these kids are just like on fire.

And so it was, it was an amazing experience. And we had a chance to do this podcast interview. It was like a round table of world changers. Um, and, uh, it started with Matt asking me questions and then he would open up and ask Caleb, like, Caleb, what do you want to ask Russell? And then what else? And, and it was crazy because this, this round table went from, you know, everything from how to make money to marriage advice to like

parenting to kids to like, uh, like it was, it was literally amazing. A lot of things I've never talked about outside of there. And so it was, it was awesome. And, um, asked Matt after we got the recordings back, I was like, this is awesome. Can I share it on my podcast as well? And I luckily said yes. And so I'm excited to share this with you guys. Um, this was a literal round table of world changers, all talking about how to change the world. And you know, I'm, I'm excited to share this with you guys. This was a literal roundtable of world changers all talking about how to change the world. And I'm further on the journey than most people who are in that room, 10, 15 years down the road from... And so not that I know more than any of them, but I've been doing this a little bit longer

and I was like, okay, ask me any questions and I'll give you some advice, like what I've found along the way. And I haven't done this game perfectly, but I've done my best and I've had some success and hopefully something I share will help you guys on your journey. And so that's kind of what it was. And it's, it was really fun. Now this interview went from, you know, plan like an hour to end up being like almost three, three and a half hours long or something crazy like that. So instead of just having one super long podcast episode, we're going to chop this into four sessions. Each one's about 40 or so minutes long. And that way you can kind of listen to it over the next, um, couple of weeks, which should be a lot of fun. Um, and so this first

episode is gonna be 42 minutes long. And we talked about so many cool things. Um, I'll kind of give you just a glimpse and then you'll have a chance to dig deep. But, um, one of the questions he asked initially was like, how did I get so excited about marketing and business? And I talk about, you know, little, little things I learned that had, that had success, right? Like changing a headline and how much increased my conversions, how much more money I made. And that got me obsessed with reading and learning and studying, right? We talked about the early days back when I was doing teleseminars and live events. We talked about my wife and I getting pregnant and the, the, what we had to go through to

do that. Um, talked about being transparent and vulnerable. Um, we talked about how so many people try to posture thinking that's going to attract people to them where it actually repels people away. We talked about the struggles I have as an introvert in this extrovert's calling. We talked about the sacrifices that we've had to make on this journey. We talked about legal woes, the ups and the downs, the hard parts that we don't talk about typically. There are a lot of things that aren't all sunshine and roses. We talked about those. We also talked about the book Atlasged and, uh, why that book meant so much to me and why there's times where

I want to shrug. I want to walk away sometimes, but then what I'm trying to do so that, so that me and other producers won't want to do that. Uh, we talked about, um, how to build up tolerance when you're starting new challenges and a whole bunch more. Again, that was just the first 42 minutes, um, which is crazy. So hopefully. So hopefully you guys are gonna love this. One thing that's super impressive, Matt Maddox is one of the best question askers I've ever met. And it was fun seeing him like as we went out, like we everyone we saw, we'd go to the grocery store. And he's asking the clerk, you're checking us out grocery. Hey, what's this my son, Caleb? What's the number one piece of advice you have for him? Yes, yes, everybody. They asked the people on the streets, the homeless people,

he asked them the same question. He asked, uh, the people who are our servers in sushi, like everywhere we went, he's asking question after question after question. In fact, our, our sushi dinner before the podcast was like, we should record that too. It was like 200 questions as well. And so it was cool because Matt's so good at asking questions, but so is Caleb and this entire group of world changers that they spend time with are all amazing question askers. And so, um, because of that, this podcast went in a lot of different directions and we touched upon a lot of things that normally don't ever get to get talked about. So I want to thank Matt, uh, for doing this podcast, uh, for having me down there and having my kids down there. And hopefully you

guys enjoy being on the wall during this roundtable of world changers. So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. Dude, thank you so much for taking the time to be on.

This is something I've looked forward to for a long time. You know, I wrote a book for Caleb Maddox when he turned 16 called Wisdom from Dad. And in it, I said, if anything ever happens to me, and we know a lot of powerful people. I said, you know, because it's very important that he has a master, a mentor in his life. One person that he listens to. And I said, if anything happens to me, you know, because he's always trusted my intuition. I was like, make Russell Brunson your number one voice that you listen to. So that's how much I think of you that as a dad, you know,

of all the people out there, all the icons, all the influencers, and he's met them all. And they've all, you know, loved Caleb Maddox and all that. So I just want to personally thank you for being on and taking the time. You've impacted our life and millions and billions of people. So I have so many questions I want to ask you. So thank you for being on today. And I've asked Caleb to be here and all these amazing entrepreneurs. These are world changers. And I know that's what you're all about. So tell me this. Changing the world, what does that look like to you?

Well, first off, before we jump into that jump in that one thank you on the other side because i'm here this weekend with my twins some of you guys know this uh because i'm i'm navigating now the waters that you went through with caleb and trying to like how to be a good dad it's way harder than i ever dreamt of i'm grateful for both you guys spending the last two days helping mold my kids and inspire them and light them on fire and all the not literally lit them on fire but give them a spark and grow. But anyway, super grateful for you guys. I'm,

as I'm learning that step of the journey, which is, you know, we're always, always learning from each other, which is cool. So I'm assuming we're definitely going to be talking more about our kids. Cause that's definitely our favorite subject.

I'm sure you could talk about marketing, changing the world. Marketing is so much easier than kids. So we were joking, we're like, it's so much easier than kids. Yeah, exactly. That's it. We were joking. We're like, it's so much easier to walk in and make an extra couple million bucks than just to convince your kids that you're cool and they should listen to you.

Yeah, persuading them. Please just go to bed. I'm going to die. Yeah, way harder. So anyway, what was the question again? No, so changing the world. We talk a lot about it. I want to just start off right out for Russell Brunson.

What does changing the world look like to you? Yeah, it's interesting because I think there's a time in my life where I thought my job was to change the world, which is like we're out there trying all sorts of stuff. And those who have been following my journey for more than 18 years, we were launching new offers, new things. And almost pre-ClickFunnels took a little while, but at least once a quarter, it was like a new offer, a new offer, which was way harder than nowadays, right? We did it before the last Funnel Hacking Live.

I went back to my old front page, which was pre-Dreamweaver, pre-WordPress, pre-everything, like front page where I built all my websites back in the day. And there was like 150 funnels that actually had been launched, not that we started on, that actually got to the point of like, it's live in the world. People are trying to buy it 150 before we started click funnels. And so, uh, not Canada, it's probably another three, 400 that were somewhere in process, never got live. Right. So it was me trying to like figure out how do we solve everything. And I was trying to like start businesses and everything you could dream of, like every single market. And, um, and so I asked initially, I thought I was supposed to be doing like, I'm learning

these skillsets. They're, they're this, this gift from God. There's no way that me as a kid who struggled in school and couldn't figure these things out. Like, like why was like, why was the flip, the flip, the switch my head flipped on where like I learned about marketing and I was just like, like, why did that excite me? Like, it's such a dumb, boring thing. But like, I remember sitting at Dan Kennedy events, but everyone's down to sleep except for me. I'm the kid in the back. Like, why did that excite me? It's such a dumb, boring thing. I remember sitting at Dan Kennedy events. Everyone's down asleep except for me.

I'm the kid in the back like, why is nobody freaking out? This is the most exciting thing in the world. Everyone else is in there, sitting there. These real business people bored out of their minds. I was just so excited. I felt like I was given this gift and I wanted to do it. What part of it was exciting though? When did it like...

I think the reality is I think most of us would start because we want to make money. So I was learning how to make money. I remember sitting at some of these events and I remember people

sharing things. I remember one guy at an event talking about he was split testing backgrounds. He's like, oh, we split tested a blue background versus a brown background

and this was the tweak. And I was like, huh. So I remember taking it like, I should try that. And then like a red headline versus a blue. And there's three or four

little things I remember. So I was like, that's interesting. a red headline versus the blue and there's three or four little things i remember so i was like that's interesting so i took that went back home went to my you know front page and i changed my headline from red to blue because this guy said blue increased conversions i changed a little thing and literally my sales i wasn't getting a ton of traffic back in the day but you know making a couple hundred bucks a day it went up like 25 and i was just like i just gave myself a 25 raise by changing the color of my headline from red to blue and that was like one thing i gave myself a 25% raise by changing the color of my headline from red to blue. And that was like one thing I heard at a thing.

And so I was like, okay, I need another nugget. Like, so I go to another event. I just sit there listening to everything. I'm like, there's going to be like one thing that gives me a, you know, 25% increase my income. That's like going, think about it. If a doctor wants a 25% income increase, he's got to go back to specialize in medical school for two more years.

Right. Or whatever that is. I was like, one idea. Red to blue, increase 25%. Like, what's the next thing? So then I started listening differently. I started paying attention. What are they saying? Listening closer.

I started reading books. And you find one thing in a book. I'm like, oh my gosh. I went through 300 pages of that little thing. You tried it. And I tried my little website. And something would change. And I was just like, oh my gosh.

There's got to be another one. And it became this insatiable desire to try to find these things. Right. And then a lot of it was like trying to find the nugget. And what started getting more fascinating to me was like watching people, like going to events and like watching how people would speak, how they present. And there's like, maybe I'm not listening for the words. Maybe I'm supposed to be listening to like how they're actually presenting and what they're

doing and their, their, you know, the physiology and their movement and how they're actually presenting and what they're doing and their their you know their physiology and their movement and how they i started studying that part of it just while watching as these people are selling and closing and moving and it was just like oh my gosh even they're not saying anything i'm learning stuff i buy people's products and i wouldn't even go through the product like going through the sales process i was like oh did you see on upsell number two they did this thing and like like freaking out so like everything started to become this like treasure hunt where i'm looking for these little nuggets that like would take something would increase my income by 25 or 3 or 5 or 50 and they're always little incremental things and then as i would get these little these nuggets back then when we have our next project i was like okay we're not starting from scratch

again we've learned all these different things now we know that it should be this color headline this day all things we figured out and so the next version would be better than the last one that became our control we launched the next thing to work better right and we're testing more things then it was like the next thing we do we take everything we learned this time we start again and every time it started getting better and better and better the point fun doing all this so much fun yeah like you're like oh it's like yeah i'm such a dork like playing basketball yeah it was just like magic and so i just got so excited and then it was funny for me because then i like wanted to tell everybody about it.

And so I'd be like freaking out telling people and nobody cared. I was joking with my team about this a little while ago. I remember I was so excited about these things. And I was like, I want to do an event. I want to teach people. And so in Boise, where I'm from, Boise, Idaho, we started running direct mail. I sent out postcards. I ran radio ads to these events.

I was going to these events to teaching people the secrets of internet marketing. I was so excited. We had a day where we had three events lined up, like the morning, afternoon, and lunch. We had all these ads going and everything. I remember showing up the very first time. I think we had 150, 200 people registered for each session. I'm like, this is going to be amazing. We got the first one and two people showed up.

I'm just like... Two people. Two people. I'm just like two people, two people. I'm like, where's everybody? Like they said they were coming. Where are they? And I'm in this big room, all these chairs and there's two people and they're like, one's in the back, one's in the middle. And I'm like, Oh, and I'm in my suit and tie. Cause that's what business people do. I thought, I'm so scared. And I'm like, okay, like, so I'm trying to do my little thing and I try to sell something and it was horrible. And then next, the next one, there was like eight people show up and I'm like, at least some more people.

This time I was like, can you move to the front? And I tried it again, nothing happened. And the third one was like two people again. And then... Were you discouraged? Were you still excited?

Were you still like a failure? I was just confused. I'm like, why aren't people excited by this? Same thing, I go to these business conferences and everyone's like sound asleep.

And I'm just like, why is nobody paying attention? Am I the only one getting this? Because this is the most exciting thing I've ever seen in my life. That I can like take this thing and do this thing. And I'll send more money. Like it was just, it was magic. Right. And, um, but it was interesting. Um, I look back now, it's been 18 years since I kind of started this journey. Um, most people, they, they get, they start something and they kind of go into it. And then the success isn't

kind of, you know, you'll get two people show up, they get 30 likes on a youtube video i'm like ah it didn't work and they stop but i was just so excited i just kept talking about it i kept talking about i kept talking about it and i would try teleseminars and then later web before you know we'd tell seminars before we had webinars and webinars came out trying that and just slowly good um i got good eventually it's the most money i'm just curious oh teleseminars man That was back pre a lot of stuff. I would say we probably did... I remember specifically one I did because my dad was visiting

and we did one that night and I just remember doing $5,000 and being annoyed. I only made five grand on the thing and my dad afterwards was looking at me and he's like, I've been doing business my whole life. He's like,

no one ever gets on a phone call and 60 minutes later gets $5,000. He's like, no one ever gets on a phone call and 60 minutes later gets $5,000. He's like, this is insane. How are you not excited? I remember I was bummed out. It wasn't a good one. I remember that number specifically because my dad was so confused

that I was upset that I was making five grand. He was just like, this doesn't make any sense. It's hard to remember back. I'd say probably, not in a tele-seminar. I had a friend who did a million dollars in one, I remember. I was like, that was cool. We never did that.

I would say probably, I don't think I ever broke 100,000 in marketing in an actual tele-seminar. It was probably 30,000, 40,000. It's probably our record, somewhere in there. And then webinars came out and we started doing those.

But I just kept talking about it and talking about it. Even a couple years before we launched ClickFunnels, we tried to do events and we'd get 200, 300 people to show up maybe. I remember one time we did one. We had –

But why were you doing events? What was your goal at the time? I was excited by it. I wanted to show people. Like I wanted – Is this when you were like doing an event, selling from stage or just – I was trying to. I go to other people's events and people invite me.

I was like – I'd be excited, but I just couldn't ever – I don't know. I just couldn't ever get our own events to really work i remember in fact i specifically remember the last one i did before i swore we'd never do events again we had 300 people signed up i was all excited i saw like we drove down the whole team down there we got there and less than 100 people showed up and i was just like i was just so embarrassed and so i don't know if you've ever done that feeling when you're in a room 300 chairs and you look outside, you're like, there's not 300 people here.

Like, what do we do? Like, they're going to walk in and see that nobody's here. So we're like pulling chairs out and you're like so embarrassed. And half of them are like, I actually feel this. I know what that's like. Oh, it's the worst. And you're just like, I just want to cancel this thing. But people are here, so we're going to serve them and do our best.

But it's interesting because now a few years later, ClickFunnels launches and we decided to do Funnel Hacking Live. I was so scared. I did not want to do it. In fact, to this day, I still have anxiety. Before the curtain opens the very first time, I'm always like, what if people don't show up? What if half the room is empty? You really feel that? Every time.

Really? Every time. You ask my team, I'm always like, I'm always sneaking out. When the doors open the very first day, people are running in, I'm always peeking out. Until I see the room, I'm like, okay, good, people showed up. I still just digging i think people would be shocked to find that out you know because it seems to come together so smoothly i mean your team is well i freaked out this year because this year we got covid now so it's like people are signing up you know like

it's gonna be even worse this year like yeah yeah what do you we'll talk more anyway but for me i think the biggest thing is just like um i kept talking about when nobody cared because I cared and I kept doing it because I loved it and because I was obsessed with it. And the longer you do something, the more you start attracting people. And like, I always thought my, my role in this whole game was to make this marketing fun, like making it exciting, making it the way I felt. I wanted everyone else to feel that way. And that's why you look at our events now.

It's not like a business conference with people in suit and tie sleeping on the side. Like it's like a rock concert cause that's what it should be. It's the most exciting thing in the world. And that's what we've tried to, I always tell people like, if I can, if I can be that spark to like help you, like you on fire, like that's the key. And so it comes back to world changers. Like initially I thought I was going to change the world by myself. And I realized somewhere in this journey, I was like, my job is not to try to change the world. My job, the people I've been called to serve are entrepreneurs, and entrepreneurs each have a specific way they can change the world.

My job is not to change the world. My job is to change the entrepreneur's lives because if I can give them tools and training and whatever it is, then they can go, and the ripple effect from that will actually change the world. Yeah, see, every time I hear you talk about that, there's a fire. There's an enthusiasm, and that's what I love is that through all your success, you've never deviated from your mission to do exactly that, to inspire entrepreneurs. So why entrepreneurs? Why such a hunger for entrepreneurs, man? I would say everything good in my life has come because an entrepreneur sacrificed everything to bring their message out.

And I would start with, and you guys had a chance to spend time with my boys today. My wife and I, we got married. We were not able to have kids. We tried, we tried, we tried everything. And it was, if anyone's gone through that process, it is emotionally tough.

Especially like, you get married, same time your friends get married typically and they're all having kids at the same time and everyone's having kids. My younger brother, when him and his wife got married, they were told they could never have kids.

I still remember one night getting a call from my brother. He's like, guess what? We're pregnant. And like, I was like so happy for them. So emotionally excited. And then knowing that I needed to go tell Colette, who's been trying to have kids for two and a half years and like, Hey, you know, Scott, he couldn't have kids. Like, and I remember that night crying ourselves asleep because we were so happy for them on one side and then so sad on the other side. And it's like, man, like, like what like what about us you know and so i remember after two or three years of trying this process going to doctors and all the things um one day i was i don't know if

i was working or school or something but colette was watching um and she called from work or whatever she's watching oprah and on oprah and just you know i tried to get on oprah when she saw the big show like it's not easy like it's it's you tried yeah like I tried to get on Oprah when she saw the big show. It's not easy. So you tried. Yeah. To get on Oprah is not an easy process by any stretch and there was this doctor

on Oprah who's a fertility doctor who lived in Boise, Idaho and telling the story about fertility and how it works and everything and so Clets watches

bawling her eyes out like, there's a fertility doctor who lives in Boise, Idaho so she calls me and she's like, I'm watching this fertility doctor on Oprah

who lives in Boise, Idaho and I'm like,, she's like, I'm watching this fertility doctor on Oprah lives in Boise, Idaho. And, uh, I'm like, you need to like, let's go. And she's like, I already got an appointment. We're going tomorrow. So next day we're at this fertility doctor. We're talking across the table. We, you know, they give us a couple of shots and some pills, walk out the door, you know, and go through this process month. And when we go through the process, come back and we're not pregnant. Month number two, we go through the process, come back, not pregnant. Month number three, go through the process, come back and we're pregnant. Month number three, we go through the process, come back, and we're pregnant. Two weeks later, we're in there getting an ultrasound, and they're like, there's not one baby in here, there's two.

And it changed our life. And I think back, like... But when you heard those words, there's two, like, it was just, what a miracle. You didn't even think you could have one. So, like, God gives you, first time around, like, hey, I'm going to bless you with two. And I love that. So tell me about that. And you think about that, like like i was just thinking like like for that i'm sure someday maybe we would

have figured that out figured out how to get a fertility drugs or i don't know we would figure that out eventually but we figured out then because that doctor went through whatever process because they believe in their mission so much that they didn't just like put an ad newspaper run a facebook ad like they were they got to the biggest show on tv in the planet to share their message with the world, which came to us, that's touched our hearts, which moved us to do something and change our lives forever. And like, that's one entrepreneur who's who, and again, I don't know how to make someone pregnant. I couldn't do that in a million years. Right. But like that one person has the skill set, like, Oh, it's simple for them. And so that's why entrepreneurs for me, cause it's like that person, because

they're willing to get the message out in the world, changed my life forever. And that's one example, like, but everything that amazing has happened in my life. It's somewhere. If you trace it back, there's an entrepreneur who sacrificed everything because they believed in that thing and it shifted things and it changed some people's lives. Wow. 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

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You 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, uh, with your teams, getting them in the right seats as well. So, uh, 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. To hear you say it that way, it makes it even so much more powerful to talk about you talking about what that doctor must have gone through to just not only become a doctor, but to get on Oprah and you saying like to get your message out. And that's something you're

strong about is really getting people to share their message. Why? I believe all of us have something, right? Like, um, the scripture says many are called, but few are chosen, right? We all have the call and we all have something God given us that can change people's lives. And most people are afraid of it and they don't talk about it or they don't know what to do. Like I have this thing and they're like, ah, like I know I can do something, but I don't know what to do or how to do it. Like, where do I go? And, and there's that thing they're stuck with. Right. And, um, and so for me, it's just like, man, if we can release that, I think how many people's lives have changed. And we used to do this at ClickFunnels every day.

We used to do a meeting every morning for seven minutes where we would share like one success story. And so I wanted our whole team to see like, look, we have 120,000 people that are actively using this platform. And we look at that number every day on the board, like, oh, 120,000, yeah, it's exciting. But it's like each of those 120,000 people are entrepreneurs.

Each one's an entrepreneur. And each entrepreneur has, they have staff. They've got people to work for them, right? So it's like there's jobs being created. And then those people are creating products and services that change people's lives. So like one good jobs being created and then those people are creating products and services that change people's lives so one good example

is Brandon and Caitlin Pullen they came into our world they were 22, 23 years old something like that when they got started they had just finished the network marketing program they were completely broke

but they had skill sets they had a message they had God given gifts and talents they had been blessed with to be able to do a mission but they weren't able to do and so luckily

somehow they bumped into us. They came in, they bought a book, went through some training, use the platform. And I look at them now, um, I've been five, six years since they kind of went on this journey and now they've helped, um, like they have over like a million and a half, 2 million women on their email list. They've had, um, like 150, 200,000 people gone through their, their paid programs. They've got programs. Does that almost feel like having grandchildren? You know how grandchildren feel? Love your kids. I can't even imagine how I'm going to feel as a grandfather.

Don't that happen to you when you see your entrepreneurs giving birth? Oh, yeah. It's like you're having business grandbabies. Look at the date. It's crazy because you look at it like that's one person. Now for Lady Boss, their company, there's like 70 or 80 employees work there. It's like, it's them and their lives affected. But then,

you know, a hundred thousand plus women who've lost weight. That's amazing. But then it goes step, step deeper next. Now these women who lost weight, like their, their wives,

their mothers, their, they work at jobs. Like how are their life been affected? How many more people? And it's like, you look at that ripple effect and it's gone. It literally is millions and millions of people.

And that's from one of our 120,000 entrepreneurs. And then there's another one. There's a Kayla Maddox. There's a Matt Maddox. There's all of you guys. The story, there's so many people's stories. And it's like,

man, if we just like, we just keep doing our thing and like giving the tools and like whatever we have, like whatever we're able to, to, to, to facilitate,

like that's how we change the world. And so that's our mission. That's what we're, we talk about. We think about like, we pray about is like, how do we, how do we get better at what we're doing?

Because every single person we can get in here and we can help equip them with the tools, they change the life for somebody else. They change the world for somebody. And so that's when it gets exciting. You look at that ripple effect as it hits and just goes out, and it's like, ah. That's why people are like, why don't you stop working?

There's so many more people we can, like, yeah. No, and I felt that, because I asked you. You could coach. I mean, dude, your work ethic is is inspiring and it's encouraging to see and um i want to do you are you entrepreneurs and and um world changers feeling the energy of what he's talking about right here so thank you for that but you said something that that really made me want to ask you a question because one thing i love about you is how vulnerable you are, even though you're so powerful and you are who you are, but you're not afraid to be transparent. So I have two questions about that. One is what's your advice to, you know, entrepreneurs that struggle with being

transparent and vulnerable. And then I want to ask you, like, I feel the passion of what you're into. What's the sacrifice that comes along with that, that hurts, that's heavy? Because, you know, they said, you know, just because we carry it easy, just because we carry it well doesn't mean it's easy. And dude, I'm like, is Russell Brunson perfect, man? Because you just have the best attitude, you know, and just all that you do. What's the sacrifice that comes with that? So I have two or three questions that I want. I'm sure you can. Where do you want me to start?

All of them. And then Caleb, you're going to take the next question and then I'm going to get to some of the people here with us. So tell us what. Also with vulnerability, because that's probably the easiest one to answer and then we'll go to the other one. But I think it was Brene Brown said this so powerful but she said that

for any of us who want to share our stories like when we share something vulnerable it makes us feel really really small but for people

who are watching you it makes you look really really big I think that's the hardest thing for us to understand is like like sharing those things

like I spoke two days ago at Tony and Dean's event right and in front of I don't know 500,000 people I showed the videos my very first pitch days ago at Tony and Dean's event right and in front of I don't know 500,000 people I showed the videos my very first pitch

my very first thing and it's like which by the way I believe is the funniest video that you've ever put out oh yeah but it's like I remember seeing those

like finding those like a year ago before I showed them the first time I was just like oh my gosh this is so embarrassing were you feeling that

100% like I want people to see like there's Russell he's on stage he's closed like I want to see that and it's like oh man but i also knew it's like but like the biggest problem i have at this point i think anyone has i was like well of course you can do it because you're russell brunson like or you're tony robbins they look at this thing it's just

like you don't understand like i was the worst of all of you like i promise you like you saw the video like there's nobody in our like in our our community who, who is as bad as me, I don't think maybe one or two, but for the most part, like, I just can't know. But, but I want to show like, I, I, and I think that was, I don't know, maybe it was God's gift. Like, in fact, um, so I, you know, I served a mission for two years for my church and in a mission, there's a mission president who's, who's in charge of like 300 missionaries, right.

Keeping them from like killing each other and all this stuff. And I remember he came to the very, to a funnel hacking lab like two or three years ago and sat in the back of it. And afterwards he came backstage and he was just like, of all the missionaries I was in charge of, he's like, I never would have assumed

you'd be doing this. Like of all of them. And then he had his wife there and she looked at me too. She's like, yeah, I never would have seen it, Russell. Well, what did that feel like? It's funny, but it's awesome. Well, I think it was good.

I think that's why it's so important. Like mean i knew people who super cares mac and all these things had these gifts and and it's like if i would have started that way i think it would have been harder for other people or it's like let me show you like it's it's hard but it's still hard for me like um you know like i i feel comfortable on stage in front of 5 000 people like coming in this room with you guys like so intimidating for me like really it's scary for me like I don't know you're saying being on stage would feel easier than a million percent yeah okay I get like um I had social anxiety of like one-on-one like not knowing like I don't know not knowing the stories I don't know people to share that speaking of vulnerability have you found vulnerability easier for you now or is it still tough?

It's definitely still tough, yeah. I mean, showing these videos was tough the first time, I think. Yeah, it's always tough. You want to, I mean, by default, we want to posture. We all want to posture and show who we are. The problem with posturing is that it actually repels people from you. We think it's going to draw them to us because they're going to be, like, attracted to that, and it's not. Posturing repels people. You made an think it's going to draw them to us because they're going to be attracted to that, and it's not. Posturing repels people.

Give me an example of that. What do you mean? One of my, well, a lot of my mentors, people who never grew past a certain level, it's because they always, like, they posture all the time, which they've gotten, they had success with that because it'll bring some success, but they've never, like, been able to have

the change they could have had because it has to be about them and they have to protect themselves. And because of that, there's a ceiling. You just keep hitting that because people aren't attracted to that, right? And when you do break those barriers down you're willing to share,

again, it makes you feel small, but it makes you feel big. And people come to you because they relate to you. There's connection, right? There's empathy. But it's, it's still scary. It's always scary. Yeah. So you still feel it. You still, a hundred percent. I wish you would go away, but would you have guessed Caleb Maddox that, that Russell Brunson gets nervous doing this kind of stuff? Cause you're a natural. I even actually did it. Probably because I relate with it. And especially like in small rooms like this, it is so much easier

to go up in front of 5,000 people at Funnel Hacking Live than a room like this. Because like you said, you can see their faces. There's an entire live store. But if you're speaking to a lot of people, it's like, oh, I'm just kind of sweet.

You find the happy face. There's always people that smile at you guys. You're sweet. You best part of the crowd. You just hone into them. Here, it's like, what if they don't like me?

I'm like, oh. You can't still go hide. But yeah, I'm the same way. Funnel Hacking, I'm in there and I get off stage Here it's like, what if they don't like me? I'm like, oh, you can't still go hide. But yeah, I'm the same way. I finally come in there and I get off stage and it's like in the hallways and I'm just like,

I hope nobody bumps into me and like, it's just, I don't know, it's weird. I did a podcast about this. I talked about it. I said,

I feel like I'm an introvert and an extrovert's calling and it's a weird dynamic and I shared that. It was so fascinating how many people came back to me and were like, oh my gosh,

that's how I feel as well. And it's really weird too. You look shared that. It was so fascinating how many people came back to me and were like, oh my gosh, that's how I feel as well. And it's really weird, too. You look at so many creatives, even actors and people who you wouldn't label as introverted, but they are. And introverts typically, they create their art very private

and they share it publicly. Whereas extroverts, they usually create things on the fly a lot of times because that's how they do things. So it's a different way of like creation in fact if you guys read perennial seller Ryan holidays book it's all about how do you create art that lasts beyond itself right like like movies last or books or whatever and and one of the beginning talked about just how how private creation is right because it's like you with your thoughts behind a computer. And when you get it done,

then you have to go and you're like, you're sharing it to the world and like opening up for rejection. Like my very first book I wrote, I was so scared to send it to any friend. Like I remember getting it. And like, I was like, this is the coolest thing in the world.

And I was like, I don't want to show people. Like what if they hate it? What if they make fun of it? What if they like, they knew how much I put into this? So you go through those internal, just like a lot of other people out there. Yeah. And every book, then it's like the second book comes out. I'm like, what if it's not as good as the first? What if people don how much I put into this? So you go through those internal, just like a lot of other people out there. In every book, then it's like the second book comes out and I'm like, what if it's not as good as the first?

What if people don't like it? You just push past it, you feel it, and it's, go ahead. Yeah, question. You say you're an introvert and an extrovert's calling. What advantages do you feel like being an introvert has given you within an extrovert's calling? Do you feel like there's anything that allows you to do, like maybe someone with a crazy amount of charisma or who's naturally extroverted, like maybe doesn't have that advantage?

I feel like it gives me more time to think through things because I have to retreat and hide to like, to decompress but to think through things. And so, whereas like my extroverted friends will still be out partying all night talking and doing stuff and I'm like, I gotta go back in the room and like compress

and I just have more private time I feel like to think through things and like try to make connections and I don't know the weird things that go on in your brain when you're kind of by yourself you know I feel like I have a lot more time like that even my office

I'll be in my office but like I'm with the people I like the energy of like in the office and then I sneak into my own office and close the doors and then I like decompress and then

just have more quiet time to you know what I mean yeah whereas like again a lot of friends who don't they're so and then like, oh, decompress and then just have more quiet time to, you know what I mean? Yeah. Like I've, whereas like, again, a lot of friends who don't,

they're so, they're awesome. I love them. I envy that. I wish I had that more a lot of times, you know, but like a lot of times

I don't feel like they get the break to be able to really focus and go deep on things sometimes. I don't know. Maybe I'm wrong. I've never been that.

I've never actually lived that role, but that's what it feels like or seems like. So before you answer the question, that was awesome stuff about vulnerability, and it helps me too because it's likeunson, right? To lead what you're leading and do what you're doing, writing the books, creating what you're creating, you know, the creativity, the constant, like making sure that the ClickFunnels community stays fresh. What's the sacrifice that comes with that? That hurts, man. That's tough. That's heavy.

There's a lot like, it's,'s it's interesting because I think most people see the positive like people I wish I had quick phones I'd be a cool thing and it's like yeah but you see the good stuff right you see but it's crazy because like as we as we've grown like man there have been so many times we're on the journey where each tier as we get bigger there's like more attacks that come from outside, from inside, from things like that, right? Fucking legal attacks, we have just a lot of stuff

you don't think about that you have to start dealing with, right? And the bigger it gets, the more intensity that comes with that, and the more exposure and the more things that keep happening. And so there are tons of sleep-disciplines. I told you two and a half, three years ago,

we hired more lawyers to start going through our stuff and looking at other things. And, and now we have legal in-house counsel. Cause like for us, it's like, not only are we like our own marketing, we didn't have our affiliates who are marketing. And then we've got 120,000 customers who all are marketing. It's like, it's like two or three years. One of the first times we got a lawsuit was from Taylor Swift. And I was like, we got a letter from Taylor Swift's lawyers. I'm like, what's going on? I'm opening it up. It's like, you were being sued by Taylor Swift.

I'm like, what's happening? Yeah, I'm like, what did I do to Taylor Swift? I'm freaking out. Like, I don't even know what's happening. And it took us a while to figure it out. It's like, oh, some bozo who's using our platform is like illegally selling Taylor Swift stuff. But it looks like it's ClickFunnels because it's on our servers and our thing. So like, you know, so I'm freaking out. Like,'m freaking out. And then later we get letters from the FBI. And they

come in certified mail. And it's like, Mr. Brunson, yeah, sign this paper. You've been served. I'm getting a letter certified by the FBI. I'm like, am I going to jail? So I'm hiding in the bathroom so nobody sees me. I'm like, what is this? And it's like, oh, some moron on our platform is doing something stupid and because they think it's us, it's like, oh,

like those things happen all the time or just people who are taking shots at us or we had one guy we helped be super successful, comes in the click front of those groups, shows proof and stats of how much money he's made,

all this stuff through our thing, huge testimony. I'm like, do we change this guy's life? This is amazing. Took a screenshot of it. Our team sees the screenshot like,

oh, this is cool. Like in our, in our folder, like success stories, grabs a screenshot, it. Our team sees the screenshot, like, oh, this is cool, like in our fold of success stories. Grabs the screenshot, runs us an ad. Dude sues us for sharing a screenshot of his success story in our thing and up-settling for tens of thousands of dollars.

And that hasn't happened once. That's happened insane amounts of times. Really? Where now it's like, it's just the bigger you get, like, again, people you've helped attack you. you have employees who leave, who now compete against you. Friends. Um, one of my closest friends who like, like literally was down and out, needed money,

wrote him a check for a hundred grand to like, like help him survive his life. Um, like two years later launches a competitor against us talking trash about me. I was like, you were broke two years ago. I wrote you a check mail pocket for you to survive as a friend. And now you're like on Facebook talking trash about me. It's just like, yeah, that's the part people don't see. And it's just like happening. Oh, right.

Just, it's just like some days you're just like, why? Like, oh, like anyway, one of my favorite books and this, I haven't told you about a library yet. This is maybe off podcast topic, but there's a book called Atlas shrugged and I won't go deep into it cause it's the greatest book of all time. But, um, the principle of it is,

is in the book, there's all these producers, right? The people that are moving the world, people like Atlas holding the weight of the world on their shoulders. Right. And what happens when, uh,

the weight gets so heavy or things are so bad, the Atlas stops carrying and shrugs like, screw it. I'm out and walks away. Like that's the premise of the book. What happens when the government intervention, all things get so bad that the producers are holding the weight of the world on their shoulders,

stop caring. And they, they shrug and walk away from the world. And like, that's, I've gotten that point multiple times. I'm like, why am I doing this?

I just want to like shrug and walk away from it. And like, that's, um, so, so the short version of this we talk about offline but i'm building a big library and we have three um atlas statues being created one where abs is holding away the world on his shoulders second one standing

and shrugging and third one with the world's on the ground he's walking away and it's the big they're eight foot tall statues in the center of the library like showing that part of the story dude that's gonna be sick it's gonna be's going to be sick. It's going to be cool. All wrapped in amazing old books. How does your brain operate is my question, man. Why did that book stick out to you that much where you're willing to go get three, eight foot tall statues?

Like what about that resonate with you so much? Because I feel like not only me, but I feel like the people that I serve, entrepreneurs are the producers. Like we're the people holding the world on our shoulders and it's like I feel like we're getting attacked from government from people from policies from every side we're getting attacked on and and right now we're all doing it it's like someday like in the book that's the whole premise of this book is like what happens when that comes to and I don't want it to come to that like that's not my goal to

shrug and us all walk away but I want want to remember that. Like, we got to be careful because in the book, some of the main characters, they don't get involved with, you talked about politics. They're not getting involved in these things, not doing stuff because like, oh, I'm just going to focus on my thing. I'm not going to worry about it. Then it gets to the point where it's so bad that they eventually all have to walk away. And so I want to make sure that doesn't happen. And it's kind of a reminder of that. Like, how do we produce but also in a way that can sustain what um sustain what we're doing right like i love the world i love the people i love my life i don't want those things to go away so it's like how do we how do we play

this game in a way that's gonna make it be here for the long term so i don't know just inspires me to think about that and making sure that we we stay there that's a powerful story and analogy man talk about feeling it so then going through all that you feel like it's worth it then yeah every time it gets the point where like i'm ready to like shrug and just walk away there's something that happens there's somebody there's some something in our community or um in boxer when people send me a message that's like talking about how they changed my life and boxers a little thing you can star something and it keeps them all the folder of all the starred stuff and so i have hundreds of those In Voxer, when people send me a message that's talking about how they changed my life, in Voxer, there's a little thing you can star something,

and it keeps them all in a folder of all the starred stuff. And so I have hundreds of those in starred people that have Voxed me something I did. So I'll go back and just play on that and just listen to it for an hour. And by the time it's done, it's like, all right, that's why. Those are my people. I haven't called and served them. Nobody else. What do you feel like was the point where you did the most on your shoulders and you wanted to shrug the most? Good question. Oh, man. It seems about every two years years or so it kind of gets to that that

point again it's weird it's like a cycle um i think that's uh is it different things usually different yeah different things these two um yeah so i don't know if it's specifically just that you get i think i think you go through seasons where it's like you know you're so everything's so good like just bounces off you and you're where you're just like, you know, everything's so good, like, just bounces off of you, and you've got that energy and that certainty, and you're just like, I don't really care, and sometimes you get so heavy where it's eventually just like, oh my gosh, yeah, and then I've got good friends, too, that I reach out to sometimes, like, I remember, like, Garrett White, we don't talk all the time,

but every, like, when I get, he's really heavy, for some reason, he's the one I just text just, I just text him, and I'm like, hey, man, it's getting heavy, and he, he always says the next, like, these, like, one-liners are just, like, Shakespeare's quote, like, heavy is the head of he who wears, him who wears the crown, or something, and, like, just hearing that, it's just, like, it gives you that shot in the arm, all right, I can, like, everyone who's done this, everyone who's done greatness has, has had to have filled this, right, there's no way they couldn't have, like,, like, everyone who's done this, everyone who's done greatness has had to have felt this, right? There's no way they couldn't have. Like, from everyone who we respect, everyone we admire has had the heavy crown on their head that makes your shoulders heavy and your body and your back and you just want to break. But the reason why I know their name is because they didn't, right?

They kept standing up, kept fighting through. And it's just, for me, like, him sending that or just things like that, it's just like, okay. Like, one time he messaged me, he's like, I understand i see you and just like that like wow and so like i i try to say that more often my podcast now when i speak into my entrepreneurs like i want them to understand that too like i know the israel sacrificing for your people like whoever you've been called to serve like you're sacrificing more than they will ever know talk about you guys my kids like my kids realize like what we like the the joke we're talking about today is, there's no ROI right now,

eventually there is, but no ROI right now for my kids. I don't get anything out of helping you and trying to make you do these things. I'm just trying to make you happy. There's nothing in it for me. I'm not trying to ground you because I'm a jerk. I'm legitimately doing this because I love you.

I think the same way your community most times doesn't realize what you're doing for them. But I understand because I felt it and I think because I've been community most times doesn't realize what you're doing for them but I understand because I felt it and I think because I've been able to feel that I can look at these other people and just be like, I understand,

I understand it's going to be heavy, I understand those things are going to be hard and I'm trying to be better at that just because, yeah, and it's interesting too because wherever you're at

it seems heavy, right? Like, I look at the things that I have to fight through today, like three years ago those things would have crushed me, right? Or five years ago it would have destroyed me and so it's like somebody who's dealing with this right now, it's like i look at the things that i have to fight through today like three years ago those things would have crushed me right five years would have destroyed me and so it's like somebody who's doing this right now it's like you look at lessons really simple but it's like man but back when i was that at that spot like that would have crushed me potentially you know so like having

like i try to look backwards and and protecting all the other creators and entrepreneurs around us who are we're all fighting it because we're all fighting it yeah at some level some tier and but it's also part of it that's how we grow right if. Because we're all fighting it. At some level, some tier. But it's also part of it, that's how we grow, right? If we're not fighting those things, probably not doing it right. Yeah, I like that. You ever temporarily shrugged? Maybe for a night.

Or I'm like, screw it, I'm done. The next morning you're like, all right, I'm back up the sword, let's go. How do you develop the additional tolerance to be able to continuously level up and continuously deal with those new challenges? That's a good question. I think, you know, when – it's a good question. I think what came to my head is thinking when I first started the business, it was me, right? But as I started growing the business, it was me, right?

But as I started growing the business, you start getting teammates and people, and it starts growing. And now it's not, I think it's lighter for me because it's not just me either. It's an amazing group of people who I love and I respect who are all fighting those things together now. That's made it so much easier for me. It used to be me sitting in my thoughts alone,

like, oh, well, now it's like, okay, I've got my team. I've got my, the people who, you know, who are in this with me, 100% through thick and thin. And I send a message to them and like collectively together,

it's like we take that and it makes it so much easier not to have to fight alone. So I think that's a big part. It's like getting a spot where you're not just fighting yourself, you're fighting together with people because,

yeah, there's been issues that just in the last few months i couldn't handle myself like no matter how tough i think i am um i look at you know dave and um todd and dan and like the guys on my team who are my close partners and stuff that um because of them like we're able to to do stuff that's some days is ridiculous like ridiculous, we're like, this is crazy. What's your favorite thing about all three of those? Dave, Todd, and Dan. I love all three of those guys, by the way. What's your favorite thing about them?

Oh, and there's more. Of course. In case you're watching, if you mention me, I can. Especially Collette, we'll talk about her in a little bit. But yeah, so what is your favorite thing about them, man? What is it that they do that has earned your trust as a leader, as somebody who I'm sure there's so many people that want to be in your inner circle. But how them? How did you know to trust them?

I'll start with Dan. Dan's on the camera right now. Testimonials. Everybody say hi, Dan. Hi, Dan. Hi, Dan. Finally a testimonial. Dan is awesome. That's awesome., Dan. Hi, Dan. Hi, Dan. Finally a testimonial. That is awesome.

That's awesome. So Dan came into my world. A week before the first Funnel Hacking Live, I saw some of his work. I was like, oh my gosh. I sent an email like, dude, come Funnel Hacking Live. What am I doing? Just bring your magic. Do it like that thing you do.

Just do that. No direction, no instruction, no nothing. He comes in, comes to the event. I didn't even see him the whole time. He's running around doing a million things. And then like a couple months later, he's like, here's the video from front of acting live.

And we watched it. And I was like, I gave him no direction, no instruct, like nothing. And it came back and it was the greatest thing I've ever seen. Wow. And I was like,

huh. And so then fast forward next year, it's probably like, do you want to do that again? And he's like, yeah, we want different. I'm like,

just do this. This same thing you did. Just do that again? Like, he's like, yeah, we want different. I'm like, just do this, this same thing you did. Just do that again. Right. That's actually powerful. Yeah. And did that two or three times and then got closer and closer

and eventually became a partner and inside of ClickFunnels and brought him in as a, as a full partner. And, but he's someone who like doesn't need direction,

super creative, but also very willing. Like he's behind the camera. He's like the most talented person I've ever met. His story is insanely, like someday I want to flip the camera and capture his story because like it's amazing.

Even the little bit I caught. Yeah, five minutes into Carmen and I was like. I was like, dude, this dude, thank you, Jesus. I'm like, I'm hearing one story. What else is there? But he comes like all the time as a servant.

Like just here, he serves, he gives, he like shows up, does more than you ask him. Like just, and he's creative and thinks through things. His passion for what he does is insane. You watch him with his team of guys. They sit there and they watch movies and film and all sorts of stuff to create new things and push new boundaries and study music.

One of his team just took a class at Stanford or Harvard or something crazy just to become better. They're obsessed with the art at a level where you can't hire that. Like he can't train that. Like they're just obsessed. And Dan's the leader. And it's just like,

his mind is amazing. I mean, look at any of the funnel hockey line videos, all of them that he did. It's crazy. Cause he'll go through a four day event, taking every single person's soundbites and quotes and everything, and then take a million sentences and somehow weave that into a sales message

that sells, you know, six, eight, $10 million of tickets every single year. Like if you watch those videos, they are insane. It's him going through four days of footage, finding like, here's a set, here's a four words that Caleb said, and then Matt said this, and Myron said this, and put it in this order. And now here's a sales message. Weave it together, kind of pictures, the videos, the music, and then turn it. And you're just like, if you guys know what goes into something like that. If you talk about the extra mile, he embodies that message or that.

It is insane. How long does that take? That's a good question. The entire life? Once? Like a year? Well, it takes years off my life. Trying to one up every single time.

Oh yeah, last year, were like every year we were like there's no way you can make it better and then this year he sent the thing and I was like it's better I don't

speechless and we watched it like 20 times in a row I probably watched this year's I'd say conservatively 100 times every time I'm like

getting tired I just push play again I'm like alright let's go about to change the world again like it's yeah for anybody

watching this that is an employee rewind and really listen to how he talked about dan because that's what we all dream of you know i remember kobe bryant he said the number one thing he looks looks for when he's hiring is obsessives and that's what you have here so to dan everybody hey everybody this is russell. 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. And 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 is where I'm going to be giving out free swag,

giving away 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. I just want to make sure you are on this list. On top of that, every single 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.