Marketing Secrets with Russell Brunson - The Who... Not The How

Episode Date: May 4, 2018

Super cool thing I learned from Dan Sullivan at Genius K (The 100K Group) last night... On this episode Russell talks about some things he learned at his 100k group. He explains the difference between the who and the how, and why he might start keeping a journal. Here are some of the interesting things you will hear in today's episode: What Dan Sullivan taught him about finding the who instead of figuring out the how. Why he is going to apply that to his own projects that he has been procrastinating on. And how Ethan Willis convinced him to start keeping a journal of how God touches his life. So listen here to find out what kind of things Russell is learning in the 100k group. Transcript - https://marketingsecrets.com/blog/the-who-not-the-how Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up everybody, this is Russell Brunson and welcome to the Marketing Secrets Podcast. Today I am coming to you from my hotel bed in Arizona and I want to share with you guys something amazing I learned yesterday. 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.

All right, everybody. So I'm actually in Scottsdale, Arizona at Dean Graciosi's office for a group that I'm part of called the 100K Group, meaning everybody in the group spent $100,000 to be in this room, which is kind of ridiculous, but gets you in a room of really amazing people. And, you know, the filter of are you amazing enough to be in this room is can you write a check for a hundred thousand dollars? And so, um, that's the one cool thing is, you know, everyone in here is doing big things cause they can pass that filter of the ability to do that, which is kind of cool. So, uh, anyway, I just got this morning and had a pack and shower and everything and cause I'm heading home tonight. But, um, I had one really cool thing I learned yesterday that I just want to share with you guys before I started that process.

So a lot of you guys know who Dan Sullivan is. If not, Dan Sullivan is the owner of Strategic Coach. I think it's strategiccoach.com. I've never actually gone through, they call it coach. I've never actually gone through coach, strategic coach. But I bought all of Dan's books and got through his trainings. There's a lot of amazing stuff. Anyway, so he, yesterday at the event, um, I did a training

for about an hour on hook story offer, which I've shared with you guys. Um, some stuff about that. I also talked about like how to, uh, reduce churn, um, which got me re pumped up about trying to reduce churn. So it was kind of fun. Anyway, then after I spoke and Dan Sullivan got up to speak and he's like, I just need 10 minutes by 10 minutes. He's like, I blow everyone's minds and I'll change every entrepreneur in this group. And so I was like, all right, this is going to be fun to see what Dan Sullivan has to share. And so he gets up there on stage and he says, okay. So he says, us entrepreneurs, he's like, we, and he only works with entrepreneurs similar to me, right?

Like, so us entrepreneurs have a lot of character traits. I'll say traits, not flaws, because they're all like also our superpowers. But so what happens is an entrepreneur will have a vision for something that's bigger, better, right? So he drew a big picture of a star. Like this is the vision of this bigger, better thing that you want. Right. Which is why we, we do what we do, right? Like, Oh, like I can make this thing better. I could, I could, whatever. There's always a thing, right? That we're moving towards. And so there's this bigger, better thing. It says then on the other side is you and you're like, you're moving towards this bigger, better thing and you want to go and you want to get it.

You want to achieve it. You want to create it on whatever, right? It says what happens though, is that the first thing us entrepreneurs do is we, um, look at my notes here. The first thing we do is we say, how can I do that? What, like, how do I, how can I get that, that big result? Like, what's the process I need to go through? What's the how? And so that happens as soon as we start thinking through the how that we start thinking through everything. And then what happens for most of us, including, I'm guessing all of us is we don't know the how, right? Like no one ever, there's not a book that teaches you how to accomplish that crazy thing. And so we, we start trying to figure out the how, the how, the how, and we're trying to figure out the how, if we don't know the how

already, then we get stuck. And then we slip into this mode called procrastination. and we're trying to figure out the how, if we don't know the how already, then we get stuck, and then we slip into this mode called procrastination, because we're like trying to figure it out, trying to figure it out, and we just like, we're moving towards this bigger, brighter star, right, but then we can't figure out the how, and so we like, we detour away from it into procrastination, because we don't know the how, right? And so that's where most entrepreneurs stop. Like, is we get lost in this, in this, this how do I do it? How do I do it? How do I do it?

It turns into procrastination and we're done. So think about for you guys, how many projects have you started on that you're excited, you see the vision, like you love it, but then like you procrastinate for some reason. His argument was like, the reason why we're procrastinating is because we can't, we don't know the how, we're trying to figure out the how. And it's like, uh, and so we get stuck. Um, if we knew how to do it, then we would just go do it. Right.

Um, but we don't know how that's what causes the procrastination because we're trying to figure it out. And it's just, there's, there's tension, there's stuff keeping us from moving forward. Right. Um, so that was the, the first thing he said, um, uh, yeah. So, um, he said that the question we need to start asking ourselves instead of how, so here's us moving towards a bigger, better vision, this thing we want to create. Instead of saying, how do I do that? Which if we don't know how and can't figure it out,

causes procrastination. Instead, when you say who, who can do that thing, Who already knows the how? Okay. And it was interesting because I had spoken, a couple of people had spoken and Dan got up and he's like, you know, I'm 74. He's like, I'm 74 years old right now.

He's like, Russell talked about this amazing stuff. And he's like, I, I was listening. So I was excited, but I didn't try to understand any of it because I don't want to know the how Russell does, but now I know the who.

So if I ever want to do that thing that Russell just talked about, I know the who, and I'm going to go call him and I'm going to pay him because he, he is the who who already knows the how. And so he's not going to cause this procrastination. It says us entrepreneurs have to stop trying to figure out the how, how, how, which is like where our brains are wired to do and starts thinking who, who, who. So he has big, better vision. You never should be thinking, how do I do that? I should be thinking who already knows how to do this if you are who already knows how to do it and then they'll just go do the thing and procrastination disappears instantly and if they already know how to do the thing then they're just going to do it way faster way easier

and so we start talking about this like you have a vision for a company or a an idea or a whatever the first thing you be be thinking about is who. Like, who is it? Who is it? How am I going to do this? Because the how will cause procrastination, which makes the thing never happen. The who helps you open your mind.

Like, who's that person that knows how to do this? You find that person, they know the how, and then it just magically happens. It's not that person's going to teach you the how. It's they already know the how. So hire them, pay them, like, let them do the how, and that will move you towards the whole thing. So the whole concept was rewiring all of our brains to shift the question,

the internal question from not how, but who I thought that was pretty dang cool. So I'm sitting there in the meeting and I had this idea for this, um, change in our coaching program, right? The big shiny thing for two column Quebec. So I'm like,

how could I have this, I have this, have this really weird thing in my head all the time where it's like, how can I serve my audience better? How can I serve these guys better? How can I serve them better? So I'm always thinking through that, right? And so with the Two Common Quebecs, people that joined at Funnel Hacking Live, I'm like, how do I serve them better?

How do I serve them better? We keep adding cool things and sometimes adding things hurts more than it helps. And I'm like, oh, like how, how, how? And then I heard this this talk and then it was like who and so like i consciously was like okay instead of trying to figure out the how because it was like stressing me out just thinking about all the pieces to figure out the how i was like okay who's who's the person that knows how to do this and instantly in my head is like oh i know

exactly who it is and so i messaged that person while i'm sitting there and five minutes later i get a message back from that person who then introduced me to the other person who's the who that this person went to for the who. And this morning, I just watched that who and that who's now running on this thing that I was trying to figure out the how on. It would have taken me another month or two months to implement. Now, my guess is by the time I land in Boise tonight, I guess Friday night, but Monday by the time I get in the office, it's going to be pretty much done because got the who, who knows how to do it. And it just shifted everything. And it was interesting. And so I'm trying to start thinking that all my projects where I've been procrastinating, I'm looking at my to do list. I'm looking at, um, my Trello boards, all this stuff that's like, eh, like slowly irking forward. And I'm looking at them all. I'm like, oh my gosh,

all these ones. It's because I'm thinking about how am I going to do that? How am I going to do that? How am I going to like, I'm getting so like stressed out because I don't know the how, and I'm angry because I'm like, I should know this. I'm like, come on, stupid brain work better. Right. But it's like, no, like my job is not to figure out the how on everything. It's figure out the who already knows the how, figure out the who, and then let them do it. And that's the key. And so it's this mindset shift that we only start having it's not like not the how but the who i think uh we have a new project we're gonna be rolling out here and i'm well depending on the programmers stupid programmers take forever not my programmers

we're outsourcing this project because yeah um so they said it'll be between three and six months i'm like we built click funnels in less time than that which is frustrating but uh anyway so uh but the whole goal of that is to help all of us funnel builders thinking about the who not the how right um i think one of the biggest problems i have inside of our community is i think and i'm partially to blame for this i get ever so excited about funnels and like oh copy and graphics and just it's all this stuff right and so people like oh cool i'm gonna figure out how to do this and they're figuring out how to design funnels, how to write copy, how to do videos, how to,

and they're figuring out all these hows. And there's a lot of hows that go into launching a successful funnel, right? And what I wanna shift it to is from hows to whos. And so what we're building is a really cool directory that'll give you a whole bunch of whos. And you're like, oh, I need a designer. Well, here's all the whos that are amazing designers.

Oh, I need a copywriter. Oh, I need someone to help me with strategy. Oh, I need someone with this. And it's like, okay, here's all of the things that'll give you what you're looking for. So anyway, I'm pumped. I'm excited. It's like the most cool, fun, amazing thing ever. And I'm excited. Okay. So there's the lesson for today. Figure out the who, not the how. Everything you're procrastinating on, you're stuck on your business, realize that it's a who, it's a how problem. And you shift it to who problem. You shift it from

how problem to who problem. It'll make your life a bajillion times simpler and easier. Um, a couple other things he said, he said, if you want to attract the right who's that know how to do the house, you have to sell them on the what and the why. Now we're getting deep, right? So he said, the people who have the big, who already know the house, um, if they're really good at it, they don't necessarily just want to, you know, like if you want to track the right who's, you need to give them, show them the why they're doing it and then what they're doing, right? So if they understand the why, then those who's will do the how's for you. I hope I got that right. Anyway, that's why you got to share the vision, right?

You're the entrepreneur. You have this bigger, better vision that you're excited by. If you want to attract amazing talent, it's not so much that you can pay them. That helps sometimes. But the better job you get at really helping them to understand why you're going after this bigger vision and what's like, what's the reasoning behind it, things like that, then it inspires them. And then the right who's will move forward. What I found in my business is the most amazing people aren't technically typically my like money motivated. Um, they're why motivated they're the motivated

by like, Oh my gosh, that would be amazing. Like let's move that direction. Let's do this thing. Right. Um, anyway, and then the last thing I'm going to share, cause this is the last piece that he kind of threw out. So I think Dan's, he's writing a book on this or, uh, I don't know something, but he said, um, the title of his presentation of the book or whatever was how many who's to freedom. And first I was like, wait, what? He said, how many who's to freedom? Like not, not like what are all things I need to learn how to do to get freedom? It's like, how many who's to freedom? Like not, not like what are all things I need to learn how to do to get freedom. It's like, how many who's do I need to have to get freedom? Okay. So if you're launching a funnel, you ain't going to do comic club. It's not like, how do I do all this stuff?

It's like, okay, who are the, who, how many who's do I need to do it? Okay. Like, okay. I need someone who understands funnel strategy. Who's that? I need somebody who understands a really good video stuff. Who's that? I need somebody who understands traffic. Who's that, right? And it's figuring out the who's. How many who's are you from freedom? Two who's, three who's, five who's. Like, who are the who's?

Instead of stressing about trying to learn it all, figure out who already knows how to do it, who's already learned it, find those who's, and then get them sold on the what and the why, and then they'll help you out. And that's the magic. So how many who's to your freedom out. And that's the magic. So how many who's to your freedom? Oh, that's a magic. So that's the question my head right now is how

many who's to my freedom? And so I'm going to start going through my most important projects and lining them out and then figure out the who's, not the how to's, which sucks. I love how to stuff. Like any book that says how to blank, I buy it because I love to learn how to, um, it's also for fun, but not for actual business. I'm going to figure out the who's from now on. So there you go, you guys. Thank you, Dan Sullivan for sharing that. Um, I think it's amazing and hopefully that'll help a lot of you guys. Oh, and then one other thing I want to share, I almost want to do a separate podcast on this, but I'm not going to, cause it's kind of a shorter thing. Um, the other, uh, one of my other friends that spoke to Ethan Willis, uh, he, he runs the backend sales and coaching department for growth.com for Brandon and Dean. And, um, he did a really great

training on, on coaching and selling coaching and stuff like that. And the end of it, somebody asked him like, what's the most important thing that, um, that he's learned or what books has he read everything. And he said two things that was just like, ah, so good. So good. The first thing he says when he wakes up every morning, he says that his goal is to create the day physically or spiritually before he creates it physically. So the morning he wakes up and he like mentally thinks, okay, what am I gonna do today? And what's the process and what are all this stuff? And he like spiritually in his mind creates like what the day is going to happen, setting out his intentions, setting out all that kind of stuff. He says, when you create spiritually spiritually first then you can go out you can create it physically after

he says when we wake up we try to we start trying to create the day the problem is like we don't have a plan we don't have a you know things like that so he said he creates the day spiritually before he like goes and actually executes on it physically which is fascinating from a spiritual standpoint that's it's really interesting as well um god created everything spiritually before he created physically so it's like we should have the same thing with our day like create things spiritually before we create physically and the second thing and i i share this one because i am not a journaler i've never liked journaling i've never and i'm a mormon so the mormon church like they teach journal like keep a journal all the time like i am the worst journaler ever on my mission it's like they want you to write in a journal every single day i think

i wrote my journal like three times. Like I struggle at journaling. I think it's cause I don't understand like the, the ROI on like what's the return on investment. Um, cause I'm a big high, uh, ROI type person. But, um, anyway, what he said is that every night when he gets, when he gets, um, when he goes to bed at night, he pulls out his journal and he writes, he says, um, I write my journal, how God touched my life that day. So thinking back to that day, like what are all the things, journal how God touched my life that day. So thinking back to that day, like, what are all the things, where did God help me throughout the day? Like, oh man,

like in this situation here, he helped me in this situation. And he tries to identify the things in that day that God affected his life. And he writes those down in the journal. And that's something I could grasp. Cause like, that's like, as soon as you're more, as soon as you're like more aware of like, here's all the things that happened today that helped me, um, or God helped helped me then you start opening your eyes to more you see it more and i think that then you're more grateful for it when you're more grateful for it like more blessings come and it's just like this amazing thing and so there's the roi right which people like me who are obsessed with roi um but i think that's something i could actually

get behind and stick with is like the end of the day just pulling out a journal and thinking through the day where all the things where God touched my life today? And then writing those down. And I think as you start doing that, um, more and more will appear. So I'm going to try to keep a journal, not a real journal. Anyway, my podcast and my blogs and my books, my real journal. Um, but I want to keep a journal of just the little things where God touched my life each day. Cause I think as I become more aware of it, more of it will happen. And that pumps me up. So, all right, guys.

This is a longer podcast. I just want to share some of those amazing things with you. With that said, I'm going to go shower, shave, pack up my bags. And I'm heading into the last day of the 100K group. And I get home to my wife and kids. I can't wait. They are the coolest. I hate being away from them.

It's horrible. All right, guys. Appreciate you all. And we'll talk soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker.tv.