Marketing Secrets with Russell Brunson - THRIVE (Don't Just Survive) with Dean Graziosi!!!

Episode Date: July 29, 2022

I flew to Phoenix to hang out with Dean Graziosi and get the process for you to THRIVE (not survive) during this crazy time. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com Magnetic Marketing TakeTheChallenge.com Learn more about your ad choices. Visit megaphone.fm/adchoices

What's up, everybody? This is Russell Brunson. As you know, we're in the middle of Dean and Tony's big launch, and I had a chance to fly out and actually interview Dean. He was so much fun. We did this really cool podcast interview, and there's some really powerful nuggets in there I think you're going to enjoy. And so we have this video podcast. We're driving traffic to it. It's converting great. But I thought it would be really fun for you guys to listen in behind the scenes. Just so you guys know, the evil strategy, we recorded this podcast as a training session, but then also at the end,

obviously sells people into, uh, into Dean's new Dean and Tony's new course. Um, and then that interview has become a VSL. So a video sales letter, we're driving traffic to it and it's converting and it's, it's just a really cool strategy. So, um, anyway, just want to share that with you as well. I'll probably do a longer form episode talking about the strategy behind this, what we did, why we did all that kind of stuff. Um, but it's, uh, it's, it's pretty cool. So the interview is awesome. And as you'll notice when you listen to the interview, I'm giving away an insane bonus for those who do, uh, sign up for Dean and Tony's new course, which first off they cut the price in half, they doubled what's inside of it. So it's like, it's like the biggest no brainer ever. But, uh,

one of the bonuses I'm giving away is actually Dan Kennedy's course on how to get to seven figures. And what's crazy about this course, this is the true story. I was talking to Ben Settle. Ben Settle for years, like a decade, was stuck at high six figures in his business. Could never break it. And then he bought that course from Dan Kennedy. And that was the thing that got him to seven figures a year. So it's an insanely good course.

It's Dan Kennedy. It's not on the market. You can't buy it anywhere. But I'm going to give it to anybody who buys Dean and Tony's course through my link. All you do is go to takethechallenge.com to go get my bonus as well. So that said, yes, hope you enjoy this amazing interview with me and D. Graciosi. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital,

we're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Show. I am in studio in Phoenix, Arizona here with Dean Graciosi talking about some really cool things with you guys today.

And I'm excited for this podcast. This is not very often I get to come on the road and do it. I have a studio that looks amazing. So I'm pumped. Really quick before I dive into the interview though, a couple of big things are happening. So down below on the page, there'll be in the show notes some info. But first off, there's a challenge that Dean and Tony are doing. They're starting, it may have already started, maybe almost starting, but there's gonna be a link down below for you to register and get part of it. And then as all of you guys know, at the end of the challenge,

they are making a very special offer. And so if that offer is live, they'll also be linked down below. And before I even get into the interview, I want to show, I'm going to tell you guys my bonus for this offer because I think everybody should be part of it. You should all get it. And so I'm telling you my bonus and then we're going to jump in the interview. Does that sound good? That way there's no like, you know, a lot of times we do these kinds of things. People are like, what's the, what's the pitch at the end? The pitch is happening right at the second. And then we're gonna get into some really fun content. I got some cool questions for Dean I'm excited for. But this is the bonus. So when you invest in the course at

the end of this, which again, Dean and I will talk about it towards the end, I found something really special for you guys. A lot of you guys know I bought Dan Kennedy's company almost a year ago now, which is crazy. And I was talking to Ben Settle. A lot of you guys know Ben Settle. He was telling me that there was a Kennedy course back in the day that he went through his live event and he had a chance to go through. He said that for his entire business career, he could never break seven figures a year. He tried over and over and over. And there was this one Dan Kennedy course called the Seven Figure Academy. And he's like, I went through that course and the next year I broke seven figures. And it was his favorite Dan Kennedy course ever. And I was like, I've never even heard of this course. I never heard

of the event. I went back to the archives. When bought the company, got this huge drives of all this stuff. And I found the actual course in the, in the archives. Uh, last time it was sold, it was sold for $5,000 and nobody's seen it in a decade. And, um, anybody who decides to invest in Dean and Tony's project that we'll talk about later, um, I'm going to give you that as a gift for free. So there's my irresistible offer slash bonus slash. I think Dean's going to buy, um, his own course just to be able to get that bonus. That's how good it is. But anyway, with that said, I'm going to jump in here. So Dean, how are you doing today? I'm doing good, man. It's great to have you here. I'm excited to be here in your office too. And it's funny because this is now,

is this the third or fourth year? Fourth. The fourth year. So I'm going to tell everyone who wasn't there, the very first year we did this, you're in a different office altogether. I was, yeah. And you had this idea to do this thing with who wasn't there. The very first year we did this, you were in a different office altogether. I was, yeah. And you had this idea to do this thing with Tony. And I remember the very first launch of it, we were in a little office. I guess it wasn't a little office, but a little room.

And we were doing the first kickoff. And that launched this whole movement. And I love you talk about that, just the very beginning of what, like where this idea came from, how you presented it to Tony, and just the beginning of this entire movement. Great question. And everybody, what's going on? And thank you for that. I want that Dan Kennedy.

It's so good. I went through it afterwards. It's insane. Yeah, depending on when you see this, definitely check out the challenge. It's five days. It's about 90 minutes, probably two hours a day. It's not kind of free. It's totally free.

And we have some amazing surprises this year. If you know anything about Tony and myself, we want to make this memorable and epic because I think it's our last one we're doing. So that's such a great question. I think it's really important everybody hears this. Tony, same with you, impacted my life 25 years ago when I bought his course. And he was just on my mind. I was on my way of being successful, but I was doing it kind of in a hosed up way. And he made me kind of let go of my past and see a better future and life happened for me, not to me and all that. But secondly, it's the

reason I'm in this industry, right? I'm like, wow, like this is what hit me. I didn't know it was an industry. I'm like, I gave this guy like $397 over an infomercial and he gave me information that changed my life. Like nothing got shipped. He didn't have to warehouse it. He didn't have to ship it. Didn't have to store it. Didn't have to air condition it. He just talked and it changed my life. I'm like, I'm in like at that time I was in the collision shop, auto sales. I owned a tow truck company. I was at apartments. I'm like, I'm going in on this way too hard. I'm going into this, this, uh, you know, information thing. So I did that then in this industry. And then about 12 years ago, someone introduced Tony and and I and we just hit it off

Went to his house. We were supposed to have a half hour meeting. We spent nine hours together We had lunch and then dinner and then a late night snack and we've been friends ever since and we're about seven years in And I watch so many people I think it's really important to hear because timing you always talk about your dream 100 Timing is everything. Tony is not only a dream 100 It's a man who shifted my life in so many ways if i could have met anybody in the world prior to i probably would have been tony and i watched so many people want to do deals with tony that i decided i like having him as a friend i'm not gonna ever i'm never gonna ruin it i'm not gonna ask him to ever be my partner but every time we're together we golf twice a year it's the only two times a year

i golf we golf like every hole we want like Like we golf like nine holes, but like one, three, nine, like it's funny golfing with him. He's like, I can go wherever I want. I'm like, okay, let's, let's go. Right. Uh, and every hole you go to, if he's like, Hey, can we jump in? Like Tony, of course I can afford this membership because of you. Right. So I'll make this story short so we can get to some really good stuff to share. And I thank you for spending this time with us. I promise you'll deliver. We'll, we'll deliver some good stuff today. You'll live with definite value. But finishing this question,

I realized every time we're together, all we talked about was self-education. If he didn't meet Jim Rohn and go down that path, he's like, where would I be? And the lives that man's impacted, because Jim Rohn impacted his life, and then he decided to share what he learned from Jim Rohn and from others.

And if Tony didn't impact my life, and I decided to sell what I know, where would we be? And all we ever talked about is how we owe self-education on lives. Like we both said we'd be dead or at Burger King if we didn't. So about four and a half years ago, I just sent him a picture of the day we really talked about it. We said, what if we've been doing this for 65 years between the two of us, selling what we know? But we didn't used to be good. Like we're still doing the biggest launches,

the biggest live events. So it's not like the old days, Tony and Dean, right? And we said, what if we really left our legacy by pulling back the curtain and showing people how to truly enter this business with the right mindset, how to identify what to sell, how to sell it, how to talk to people, how to communicate. I mean, I believe Tony is the best in the world at what he does. I think in a hundred years from now, you'll have the library, but in a hundred years from now, people will be talking about Tony. Yeah. Right. And I think I'm pretty darn good at marketing and some, and I think that combo of what we share. So we decided let's do this. Let's create the greatest course ever on helping people start or stop dabbling, right? There's so many people who have been trying to get to sell what they know, or they're a coach that gets a couple sessions,

or been watching other people and have envy, but where the hell do you start? And we just said, let's create the program that people have no excuses, take everything we learned. And we spent like nine months extracting our history, but then applying it to the beginner or somebody that's not hitting the momentum they want. And we built a course, as you know, the knowledge broker blueprint, and we built the software mastermind. We have mastermind.com because of you. We built a software that's not what you create, what you create. It's amazing. I use ClickFunnels. It's unbelievable. Everybody

should be using ClickFunnels, right? We wanted to create something that was easy for someone to get their first sale, their first 10 sales, not complicated, easy to go. And that's what we did. That's, and we call it more of an implementation tool, not a software. So we built the knowledge broker blueprint. We built the implementation tool. We built some training. And then we just asked our friends say, Hey, if you believe in Tony and I, could you help support us? And Oh my God, I think you were here. I think still, I mean, except for last year, it was up until that point, I think it was the biggest launch in history. We were a Two Comic Club member, what, in like eight minutes or something ridiculous like that.

We were in the back of, yeah, Two Comic Club. And it was like Two Comic Club X, right? Holy crap, that was. Yeah, it was unbelievable hitting refresh. It's funny because everyone in our community was like, oh, I think I was the fastest Two Comic Club ever. I'm like, no, I was there for the fastest, yeah. And it was amazing because you said something, and thank you for saying that. It really did kick off a movement because last year we did this training again,

and 950,000 people registered for this. We had people in 157 countries in 4,700 different niches helping people see that the greatest asset they own is their life experience. And then when you think about that and you tell someone your life experience, your knowledge, your information, your mess, as you say, your mess that can become your message, that is your greatest asset. The next thing people say is, yeah, but I don't know how to sell it and who would buy from me and I don't have a following. And man, is there anybody better in the world than Tony of taking those limiting beliefs,

destroying them, and then give them a path to build confidence, courage to move forward. And I think that combo of Tony and I has just built something amazing. And now with the world shifting, with the economy shifting, as Tony says that we're going into an economic winter and you can either starve and freeze or snowboard and ski, right? We're more, we're more motivated because at the end of the day, Tony doesn't have to do another thing. And I feel really blessed that I wouldn't have, if I wanted to call it quits, I could as well. And now we're kind of hell bent on leaving this legacy of no more dabbling.

Don't be scared. Like, and we should talk about it today because I know it's on people's minds. Things are changing. And if you've been in business for less than 15 years, you might not know how hard it could actually change. And if you're not prepared, that's when you're left behind

or your business stops working. How many people do you meet and go, I was in your business up until 2007. You know, we all got out then it's like, no, 2007, eight, nine, 10 of my best years of my life. And my pilot and my, my pilot that flew me yesterday said I was in the speaking world. I had, Oh my God, I'd love to work with you. I was like, what happened? He's like, Oh, seven, right? You're like, Oh, you didn't have the skillset you needed, right? Right. So, so now Tony and I, the reason we're doing a time to thrive and we're called to time to thrive challenge is because I told you this before we started Tom Bilyeu. I did an interview with him the other day of impact theory. And he said, during a shift like

this, it's fight or flight. But he said, I think more people do the freeze. Like, I don't know what to do. Is someone going to fix it? Someone coming to save us? Is it going to get better? And when you freeze and they wait, and that's when you're left behind and you can't get the momentum and you give up on your dreams. So yeah, get into some great stuff. The reason we're doing this now and this last one are called time to thrive. Cause we don't want people to think, can I survive? We want them to think, no, I can thrive, but you need the right skillset. So over those five days, we'll pull back the curtain and show people what we know, how to identify, how to go deeper. If you've ever been a part of our stuff, it's pretty damn amazing. So I think for those who are just jumping into this,

like the industry we're talking about is the selling of information, selling your ideas, and a lot of ways to courses or books or masterminds or things like that. But the key is really understanding that. I remember when I got in this business, um, man, I think I'm like 20 or almost 20 years now, which is crazy. I feel like I'm 20 years old. So, but I remember for me, um, I got in this world too. And I remember getting into on that marketing. I was trying all these things and for 18 months I was doing stuff, but I never made any money. I was like, why am I not making any money? And I don't, it's funny looking back now. Cause I was trying a bunch of things, but I didn't actually have like a thing to sell and the very, and you the story but and i think a lot of my people

the very first idea like the very first thing i had in my head was like oh i could sell uh information on how to make a potato gun that was the very first thing i made a potato gun dvd i put it out there and then people bought it and it was the first time like i had taken something from my head put it out there and somebody bought it and it was like the coolest thing in the world then and obviously the potato potato gun market, it's not huge. But it got you out of Egypt. It got you started. Yeah, 100%. I did it after I did it once.

I'm like, oh, my gosh. I remember the very first time a payment came through. Somebody bought something I'd created. And they didn't refund it. I was just like, oh, my gosh. This is real. Like, what else can I create? Like, what else is there out there?

And that started the wheels in my head spinning. And then for me, it was another huge journey to figure out all the stuff that obviously we're giving people on a silver platter here. Um, but it's, that's the industry. And so for everybody who's listening, it's like, what, what are the things you've got? And I'm such a big believer. Like, I believe that, um, that God has, has literally every single person on this planet. He's given us, he's given us, um, struggles and trials and temptations and problems and gifts and, and, you know, positive negatives. Like all of us have different gifts, things we're really good at. And there's also like trials we've gone through and both of those we were given because not for ourselves. I think, I think we

go through those things to make ourselves better. But after you've gone through that, that, those, those problems or those blessings, you know, both sides of it, then it's like, okay, now you've been called to serve a group of people with these skills that you have. And that's where we're at. Like everyone who's here listening, like there's something've been called to serve a group of people with these skillsets you have, and that's where we're at. Everyone who's here listening, there's something they've gone through. They had a huge blessing in life, like, oh, my gosh, I can't believe I've been blessed with this thing. Or I went through this huge trial. It was horrible. It was the most miserable thing ever, and I'm out of it.

And now you've gone through, and you have this thing to go serve other people. And one example just popped in my head, so I'm going to share it. Actually, one of my wrestling buddies, his name is Larry Quizzle, wrestled russell the boise state with me he took second place in the nation used to come house we wrestle all the time and uh and one day he went hiking and never came back and he uh literally had backpack on sat down and passed away and his wife had to deal with that i had to go find him go pull him out of the thing and and then she had to go through the thing. And then she was a widow with kids and all this stuff. And like, you look at that and like, like one of the hardest, I can't even imagine it. Right. Just this horrible experience. And she could have just like went through that experience then like,

and that was it. But instead she felt called like, man, there's other people grieving like me who maybe don't have the tools that I have. They don't have the things. And so his wife, Heather, if you follow her on Instagram or Facebook, like she now speaks to people, uh, widows who are grieving and the work she's doing is insane. It was like this horror, like the worst possible trial that she went through made her become someone who now she can go and she can reach and pull other people up. And now she's changing their lives. And so I think anybody who, because so many times I think we hear this stuff and like, Oh, but I, I'm not ready. I'm not worthy. I'm not an expert. It's like, no, like you've literally gone through things in your life specifically not to help yourself, but to be able to help somebody else. You know what, what a great,

what a great reason doing this over the four, it lasts three and a half, four years is I've been immersed in it. Like, I know this is my next 20 years because I'm watching as you get to watch, watching people who think, I don't think I can do this. I'm not sure. Maybe I can. I'll try it. Okay. And all of a sudden, it's their new path. It's their new life, right?

And you say that, and I want to tell you something personal. My little boy, Luca, who you know, was born with really bad eczema. Now, God works in an amazing way. So I get to have that conversation with you because I believe there's a lot of things that I don't talk about a lot publicly. But the older I get, the more I realize it's all happening for us, if you take Tony's words, right? For us, not to us. So two years prior, a year and a half prior, I was in this room, in this studio with 400 people on the screen who are a part of working with Tony and I. And I called on this girl

and she, this is before Luca is born. So it's two and a half years ago. She is a mom with her son that had eczema really bad. So bad. I know what it's like now. Itching at night, have to put gloves on, tight gloves so they can't take it off. Doesn't sleep crying. It's like your son or daughter has poison ivy or mosquito bites all over them and you can't solve it. And the only way is to put steroids all over them. And the steroids has all these byproducts. And she went through all that.

She's telling me that pain. And she said, after so many doctors and after steroids, I couldn't take anymore. And I did all the research for three months, the doctors, the naturopaths, the books. And I found how to help it externally and what shampoos to use and how to do internally to get their liver cleansed. And she does, she's like, but, and she says, but I'm not an expert Dean. I'm not a doctor. I don't have a following. And we had a conversation and I said, one of the things I said to her, I said, if you don't share this, you might be doing a disservice to people that could use you. Even if one of your things. And she filmed her course on her phone in her kitchen, and it went on to sell.

Now, fast forward a year later, my wife, I come home, my wife went on to our implementation tool, our mastermind.com, right? They went on. She went on. My wife bought the course, and my wife was home watching this course on eczema and my wife said to me i knew most of it but there's like three or four things i never thought of until this day my wife uses the thing this girl shared on eczema for our son luca and swears by like that was the greatest 97 or whatever she paid for a course ever isn't it amazing how that comes full circle and that's

only one of, you know, tens of thousands of stories of people that have been through something and somebody else, the way I look at it is somebody else. You might have gone through the valley of learning and learning something, going through something hard, taking uncomfortable action. And you got through the valley of life and figured it out and you're on the other side. And if you just turn around and look, there's thousands of people on the other side of the valley going, I don't know how to get through this divorce. I don't know how to grieve. I don't know how to help my son or daughter with eczema. I don't know how to sell better. I don't know how to eat vegan. I don't know how to do yoga. I don't know how to meditate

when someone helped me. Right. And it's really just turning around and saying, oh yeah, I have that life experience. I have that little micro niche life experience. Wow. People want that. And that's what you do so well. And that's what we do is how do we unlock that and help people have the confidence through a process to make it real. What's up everybody. This is Russell Brunson. I've got something really cool for you today from my friend, Taylor Wells. And Taylor spoke at our last funnel hacking live. Cause I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing

into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JP Morgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop, am I right? Especially with how the economy's been lately, it's not the time to be gambling with your finances. So, Taylor put together this book called The Revolving Pricing Method, and it's awesome. It helps you turn every client you

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And one thing I think people, like a false belief I hear people all the time is like, oh, well, so-and-so already does that. Like, oh, like I remember somebody, I can't remember what it was, like let's say yoga, like, oh, well, there's already a yoga course. Like there's a hundred yoga courses.

That doesn't matter. Like people aren't like, you have to understand that people are going to be attracted to you specifically. Absolutely. In my world, obviously, I'm obsessed with funnels. I have been talking about nothing for the last decade besides funnels. And there's a billion other funnel consultants out there.

And guess what? A lot of people don't like me. Like, hey, Russell talks too fast. He talks about God sometimes. I literally get people like, oh, you talked about God. I'm out. And they separate from me, which is totally cool, right? And they go to somebody else, and they learn from that person that's okay you have

to understand that like um like i'm a big believer in like your people are going to find you right yeah and so like i might not be the right for everybody that's cool like my competitors i'm pumped like i just want people like when all said and done the only thing i really care about is for people to have success and i hope that i can give them the thing can i tell you something i want to interrupt you for a second and And I hope people know, Russell just said, sounds like something you'd hear on a podcast or an owner of a company. And he truly means it. The help this man's given my company selflessly. I hope I give it back to you the same way, but selflessly always there to support, always there to share his biggest

breakthrough. And he truly cares behind the scenes. That's why your company does so well, because your depth of caring when no one's watching is pretty amazing man so so kudos to all you're doing i know we're friends but that's that's a true story but you're right and sometimes people say that to me oh i wanted to teach how to do you know how to eat vegan but there's a lot of them out there like i said and sometimes i'll say to somebody name me an industry where there's no competition. You don't want to be in that one. You can't think of any.

And if you can think of one, you don't want to be in that one. You want where there's demand because people, like you said, people are going to follow you. Maybe they follow me or Tony or Brendan Burchard or Frank Kern. Everybody's got different personalities. And when you have a blueprint on how to make this work, then you automatically have an unfair advantage. Yeah, for sure. I think when people understand that like the differentiator is them, like that's the thing that people will connect with you story because it's not like you're selling shampoo and like, Oh, it's 30 types of shampoo. It's all the same. It's like, no, like, like this is Russell's philosophy on funnels. This is Dean's philosophy

on whatever, right? It's it's they're connecting you as a person, and that's a piece of it. And those are the things that you're going to learn about through this challenge is figuring out, identifying, this is the thing that I need to do. And then how do I become that person? Which is the scary part for some people, but also the fun part as you start wading through and doing it. But one thing I want to mention. So very first time we launched this whole mastermind kbb everything and we're in a little tiny office the next year 12 months later we came back and we're in this beautiful like amazing office here and one thing that was so profound

to me i remember we were filming that we were preparing for the video and those who don't know like tony's coming and so me and dean are freaking out we're stressed out like it's just like one of those things where you're like we'll make it perfect because you know it's tony so yeah um and i remember you brought out these two huge stacks of paper like like i don't know probably eight inches tall of paper it's like four or five reams of paper and i'm like what are those you're like these are each page on here is a success story from someone in the last 12 months who went through here and and did the thing and got their first sale yeah and it was like and that was year number one. And I remember talking to you right before we got on,

like, how many do you have? And I don't know if you even know the number, but I think one of the most powerful things is that this process that you're gonna be taking through on the challenge, and even more so when they go deep and they decide to go all in with the actual course, which, by the way, you've cut the price in half, which we'll talk about later. But it's the thing that gets people off the sidelines

and into the game like so many women watching they listen to like 500 episodes of the marketing secrets live show the melissons was marketing in the car before when i was driving my car driving right they've been watching you they're watching tony they've gone through all this stuff and in their mind like okay i'm gonna do this i'm gonna do this but they're waiting on the sideline they're waiting and it's interesting i think people's biggest fear is not that like they're not afraid like i'm going to fail they're afraid that if i if i try and i fail then the dream i have of someday doing this is going to disappear it's really good that's really good introspect yeah and so like they're waiting like i don't want to do i don't want to do it and like i want people to understand

like this is like this this safe zone where it's like okay you can go through this process you can do the challenge you're going to get some ideas you're going to go deep into this course and uh over the next you know three months or so you're going to go and you're gonna get some ideas you're gonna go deep into this course and uh and over the next you know three months or so you're gonna go and you're gonna get off the sidelines get into the game and make it for sale and the first sale i mean everybody remembers it like sit down with brendan frank kern you pete anybody you talk to say your first sale yeah you watch their face go oh let me tell you let me tell you the story pete vargas i was on a boat with my wife thinking we're going broke and i I look at my phone. It's like, no, honey, money got deposited into my account today for information. It's the greatest feeling.

It's the greatest feeling. And, you know, when we first launched KBB and now it's Project Next because we want it to be the next project, the next evolution, right? Plus, we're always updating and changing based on who we are, right? Plus we were always updating and changing based on who we are, right? So we have our newest version now of Project Next is just, I think the best thing we've ever created. But when we first started, we thought we were going to help new people or people that have been dabbling or not reach the success they really want. That's who we want to help. But now it's absolutely who we, so everything we do is crafted to the person that's been watching you, thinking about it or created a course and they're not getting sales or they're

a coach and they get a couple sales a month, but it's not real. And everything we've done, we designed, Tony designed the mindset to help you become unstoppable. I designed the implementation, the marketing, the building, the building of audience and how to teach it through confidence to our story teach tool model. So everything we do now is for that client. Right now, I think the last my team said, and it's not all massive $100,000 success, but we have 6,000 pages. And on each page, there's more than one of people's lives that have changed from what we've done.

You talk about, when I hand that to Tony, when I showed that to Tony, he's so, you know, at your event, you're supposed to go three hours. He went six. He can't help himself. He felt like he was impacting. He's going to keep going. Right. So I showed Tony that like, all I got to do to get Tony fired up to be honest, like, Hey dude, we have 6,000 pages of life's change. Yeah. Oh, let's get 12. Let's get 12. That's all I got to do. I have to say nothing else. And then like you hit the play button and who better than him. Right. But that's, that's what's all I got to do. I have to say nothing else. And then like you hit the play

button and who better than him, right? But that's what we're hell bent on doing. And the reason we do a five-day challenge, and you guys should model this in your own business, whether it's five days, three days, one day, is we live in an era where we, I believe we must build, you're so good at it, build massive reciprocity in advance. Massive. I love webinars. I've been doing webinars and live cast forever, but I love the five day because everybody who comes at the end and we get hundreds of thousands last year, over 900,000 people registered. We get hundreds of thousands of comments, like best five days I ever spent in my life. And you could go through the five days and go, you know what? Thanks guys. I never want to do this. But if you're going to investigate, if you're going to stop dabbling, we love the fact that we could

deliver so much value. And then people would, without feeling sold, they're like, I want to continue this journey. Right. And then we we've set up immersion and repetition and mastery and implementation, but that's, that's why I think this has become a movement. Like when you say, again, when you said that before that that meant a lot because now it's, you know, we've, we've had over 3 million people to 2.8 million people opt in for something that we're doing over the last three and a half years. It's pretty crazy.

It's crazy. Dan Kennedy used to have a thing. He would call it a discovery day where someone come in and they've spent a day with him to like see the whole process and then make decisions like, Oh, I want to keep doing this or not. And that's what this challenge is. So I want to talk a little more about challenge because, uh, if you've watched this on a page, it'll be linked down below. If you listen to podcasts, um, I'll drop the, I'll put the link in the show notes and

stuff. But, um, uh, the, the challenge is happening and it's a five day challenge. Talk about the, the title of the challenge and then kind of what they should expect happening each, each day throughout the process. So it's called the time to thrive like i said before because i think a lot of people are going to think let's survive yeah the heck with that how do you do whatever like what did warren buffett say um you know uh when the tide goes out he's just swimming naked right some people the tide's gonna go out and some people are swimming naked and they're gonna sit and wait also what did he say when everybody's greedy be sting? When everybody's greedy, be stingy. When everybody's stingy, be greedy.

There's going to be a lot of people who freeze. And I think this could be one of the greatest opportunities if you know what to do. So day one is going to be more of, so it's time to thrive, not a time to survive. Day one will be more about why this industry, why them, why right now. And Tony anchoring in a mindset, he goes about 45 minutes and he anchors in where everybody's like, Oh, I got to say day one, right? He's live day one. Right. And he's live. Yeah. Throughout and day five, he, his live is he'll, he'll crush it,

but he's live day one and sets this foundation of like, this is why now, why this he'll probably go, he'll talk deep about how we're in winter and in time of winter, like Warren Buffett said, what in his yearly with charlie munger his yearly presentation he said two things to survive inflation recession is get better at what you're good at or go deep by investing in yourself and number two be a part of a business or an industry that has high margins what better margins than selling information right so t So Tony will anchor that in, but then set a mindset probably through is like three to seven pillars where

you're like, Oh hell yes, I got to listen. And I think Jenna Kutcher might be on day one, but Oh, and you're going to be here hopefully on day three, I think it is, or I don't know, but I'll be here. Yeah. Everybody's flying in. We'll do it in the studio here. But day two, we'll be helping you narrow in what you should be teaching. We call it your dot, your micro niche, your niche. Cause the smaller you get your dot, the bigger, actually the bigger opportunity you have to launch and do

it with confidence. So picture day one, you're like, Oh, I can do this. I feel it. Day two is like, what do I sell? By the time we're done with day two, you're like, oh, I know exactly what I would offer, and I know exactly who I would offer it to. Day three, we teach you how to sell through service so it doesn't feel like you're a salesperson. A lot of people have this apprehension to marketing and sales. You and I will talk. We don't change lives unless we sell. Tony doesn't change lives unless somebody buys a ticket to his event, right?

So Tony has to market so he can change lives unless somebody buys a ticket to his event, right? So Tony has to market so he can change lives. When we flip that and give you a model on how to sell through service, by the time you're done with day three, you're like, oh, I could sell this. Okay. So I know why I want to do this. I have the mindset for it. I know what to sell, who to sell it to, know how to sell it. How do I teach it? Day four is kind of how to elegantly teach it. Even if you're an introvert or never, believe me, I'm the biggest introvert, maybe not as big as you, but almost. But day four is how to elegantly teach it

and how to start building a following. So by the end of day four, you're like, I'm in, I'm doing this. And then day five is kind of a recap. And then Tony and we got a special guest, Matthew McConaughey, because he wrote Greenlights. So crazy. And so day five, we'll end it with that.

And then probably day four, day three so day five we'll end it with that and then probably day four day three or four we'll let people know hey i hope we're serving you at the greatest level possible i hope this is firing up if you want to continue this with us then we'll offer project next which project next will be our immersive course that we obsess on then they'll get six weeks of live training to anchor it in. At the end of the six or seven weeks, we have the mastermind world summit. That'd be me and Tony and 18, 20,000 people.

And we give the implementation tool to make it real. I mean, it, it really is. It's one of those things where if you've been dabbling or thinking about this, this, this is what you got to do.

Okay. So a couple other things I want to mention. So I've been doing challenges as well over the last two years. And when you sign for a challenge, typically there's like a VIP pass. Are you guys doing something similar to that? So I want to recommend – because a lot of people have never done the VIP before. That's where like the magic happens. It's like here's the training we give the masses.

And it's like, okay, everyone huddle up. Like here's like the other stuff. True story. Yeah, and it's interesting because I don't know if you've got tracks as well but we track like the people who do the vip versus the people who have success and there's like in this insane correlation rate of like the people who absolutely yeah because if people don't i mean i mean i hate to jump in on you there but i know people have said it for years but people who don't pay don't pay attention so what russell's talking about on the way in this is free completely

free you can watch it on youtube nothing is restricted from the main train on the way in for a minimal i think we're doing it 97 this year last year we did 297 yeah this year we're going to 97 it's again it's tony's like people might be hurting let's let them in they gotta go we want to change your life let's rip them open he's like let's rip them open it's why the course is year one and two was two thousand dollars and we didn't have as we didn't give as much yeah but tony's like hey people are hurting let's drop the price in half i'm like should we look at the economics of that no we got to help people let everybody in he's bigger than me so i just say yes right but on the way in after you register there's the opportunity to upgrade to vip and we're

including some cool instant bonuses from tony I, training that will set you up, a training to prepare you for the challenge. You get Zoom access, so you'll be in a Zoom room. You get to keep the training for life. Tony and I will do Q&A at the end. Whenever it's done, it's like, bye everybody, you guys stay on. And then we do Q&A for like 97 bucks.

Last year at 297, we crushed it. So I think 97 is going to be amazing. But I have to tell you just what you said. The people who pay the $97 or $297 last year, they show up at like a 95%. The people who are free are like, eh, it was free. Maybe I'll go. Maybe I won't. Right?

So I would say get the VIP. And then secondly, I would literally – I've been telling this for a couple of years. I would pretend. You register. You go to the link. Register to come. I'd pretend you paid $1,000 for these five days because it's that mental note of like I paid $1,000. Let me show up with my journal open and take notes.

When it's free, like I think Tony and Dean are on this afternoon, right? Yeah. No, it's big. It's interesting too because – I'm to get the right phrase just like um i've never yet in my life met somebody who was skeptical and had success ever like it's weird thing and some people come in and like oh i'm gonna i'm gonna see this is for me and they become skeptical and they wait and they wait they wait and their brain when you come in you come in the frame of like skepticism you're always looking for like like how could this not be true and there's

always like something like oh oh there it is that was the thing russell talked too fast tony said this thing so and so cursed like they're looking for something to like blame it on like oh yeah i was right the whole time and like for me it's like when i go into anything i always say okay if i'm gonna do this i mean the interim out like i don't dabble like i again as you know dabblers people skeptics they don't usually have success in anything in life but um specifically stuff like this i'm like i'm gonna go in and if i'm going to do this, I'm going to do it. Otherwise, it's not worth registering. It's not going to be part of it. So I'm going to do it. I'm going to go all in. And then like you said, I'm going to make a commitment showing like I'm financially

committed. I'm not going to the skeptical. I'm going this like looking for like, how can this work for me? And that's the difference. And it was interesting. This comes back, holy cow, 15 years ago now, the very first Tony Robbins event event i ever went to i don't know if you i've ever told you the story so um i got invited the long story i'm not gonna tell the whole story but i got invited to go to tony's thing i had never been to tony event and i thought it was like an internet event so like i brought my backpack and my laptop we get there walk in upw in toronto and music's playing people are jumping there's no desks like there's just chairs and i'm here with my backpack and i'm'm so confused. And I get in there.

And Tony invited me. So I was up in the front. So I'm seeing Tony above me. He's spitting on me and everything. And everyone's, they're dancing and jumping. And I was like, uh-oh. You're uncomfortable at first. I didn't dance at my own wedding.

That's how much I despise dancing and jumping. And everyone's jumping around. I'm like, no. This ain't me. No. And then Tony's talking about stuff. And I'm like, nope. Nope.

I remember sharing. I can't remember specifically. I remember him saying things in my head. I was like, no, no, like this is not true. This is not correct. Like this is not how it works. And like, I was just fighting every single thing. And luckily UPW is this immersion event where like day one is like 28,000 hours long, you

know, and you're walking on fire at the end. So I'm like six hours in and my like, my skeptic, my skeptic muscles getting weaker and weaker and weaker. And I started looking around and I'm like, everyone here is having this amazing experience except for me. And I'm like, I don't know anybody here. It's just me. I came by myself and I was like, okay. So I'm like, I started kind of like bouncing a little bit. I'm like, oh, it kind of feels good. Nobody's like making fun of me. I was like, I'm bouncing a little more and I, my hands go up a little bit. And like within like 15 minutes, I'm jumping around

like all the crazy people I'm drinking the Kool-Aid. And I remember Tony saying something. I said, instead of me saying no, I'm going to shift myself and say what if. I'm not going to say yes. I'm going to say what if. And then Tony said something. I was like, what if that's true? And I was like, well, if that is true.

And all of a sudden, I shifted everything. I appreciate you sharing this. This is amazing. Yeah. And then that night we walked on fire. Next day, I had shin splints. By day three, I lost my my voice but it changed my life and this is um i've shared this at my event before but uh this is seven years of my marriage my wife and i when i show up this event like we love each other and but we were not happy either of us we're just we're there we had a

couple kids at the time and we're just and we're struggling and um and that was like a transition point in my life where it i've told tony's for i get changed my marriage to save my marriage and then i remember after like calling my wife that night and my wife's a very positive person i called her i'm like man she seems so down like and i was like i was on top top of the world it's like the next day like i sent my wife or the next upw sent my wife and her mom there and then she came back and then it just it changed everything for us and so i want you to understand that like come into this like playing full playing full out. Don't be skeptical. Come and say, what if this is true?

What if this is not like, oh, what if this is not true? Like, oh, we're looking for the way to get out of it. Like, say, what if this is true? If I think this is true, what am I going to do? Well, I'm not going to dabble. I'm going to go all in. I'm going to be on VIP things. I'm going to show up.

I'm not going to miss a thing. I'm going to be there participating. I'm going to take my lunch breaks at whatever, 10 a.m., if that's what it means, to make sure that I'm not missing the thing. When the course comes up at the end of it, I'm going to go in, especially the fact that they discount it in half. And Russell's giving me an insane bonus. I'm going to go all in. But that's how you have success in life, being skeptical. I don't know any multimillionaires who are skeptics.

None. I don't know any Olympic champs who are skeptics. I don't know any UFC champs. I don't know any wrestlers who are skeptic. The people who are successful buy all in. I was saying that with my – Thanks for sharing that story, by the way. Yeah.

Yeah. I just want people to understand that because I've been on the same spot where it's just like like this is weird like i don't feel comfortable um uh i was talking to my old wrestling coach and he's what he's the head wrestling coach now at um at uh utah valley university and it was interesting because some of his kids are doing really good some of his aren't struggling and stuff and i was asking like trying to understand, why are some kids – we're all in the same room. Same coaches, same coaching staff, same everything. Why are some getting it and some not?

And he said, I can't get these kids to buy in, to buy in 100%. And I was like – as he said that, I was like, how interesting. I'm like, the kids are successful. They bought in, which means the coach says this. They just do it. The coach said this. I bought in. I'm going to do it.

The ones that are like, oh, well, he should i should work my nutrition out he's a good coach here i'm not gonna trust that oh i'm not gonna trust that i need to do cardio i'm not gonna trust and the ones who who have success have 100 bought in on the guide that they hired the coach the mentor that whatever it is they bought in and like they put on blinders like so and so said this thing therefore i will do it and i'm gonna follow it and those are the people have success it's never the ones who are like dabbling, who are like halfway bought in, right? I'm thinking about it. It's the ones who are like, all right, I've chosen to use my mentor blinders on. I'm going to do what you say. Those ones have success in all areas of life,

specifically here as well. Yeah, no, it's so true. And such a great conversation. I just got done listening to another John Wooden book, one that I had never listened to before. And I mean, you talk about a winning coach, right? No one had ever won more than three college basketball championships ever. The most winning coach was three and he's won 10, right? Seven were in a row. He went three years undefeated at one time in the middle of his career. And when you listen to him and I know if you don't know who John Wooden is, a UCLA coach and just such a simple guy. And he said, he goes, I never talked to the teams about winning because never said we were going to win a championship. Never said we were going to win a game. He said, my whole philosophy is that

you don't get to experience who you're meant to be until you give all of you until you don't dabble. So all I did for 25 years is help kids see their own full potential. And then when I gave them the plan and the discipline that was on their own because they were tapped into something bigger than themselves. He said, we've lost games that I was more proud of them than any other game we won because I knew they gave all of them. There's nothing more we can do. And he goes, we've won games. And I was disappointed in the locker room because I could tell they were, you know, showboating and not being the best version of themselves. And it just shows that so many times in life we do, we don't go all in because of that skeptic or someone in our lives like,

ah, that online thing won't work. And we hold back 20% of us. Could you ever win the Olympics? Win a game, get the company going, have a great relationship. If you left 20% out,

right? So I think it's such a great lesson. I was on, you have your boys here today, which is awesome. You're two older boys. Um, I just did a trip for 36 hours with the three different cities, Brendan and Tom, Bill, you and a couple of people. And I brought my two older kids with me. And we talked about this in the car. I said, if I knew you did the best you possibly couldn't

did in school and you got C's I'd celebrate you. But if you're not doing homework and you're kind of dabbling or spending time with your friends too much, then we got to talk about it. And I think it's the same thing here. If you've been thinking about doing something different, if you've been listening to Russell or other people or watching or wondering, maybe envy or like, hey, you can make it. I can. Or you've tried. You put one foot in. Maybe it's time just to commit because this is a serious time in our lives. I mean, I don't want to be the pessimist, but I believe, and I'm just going to take a minute here. I believe it's way better to prepare and anticipate than react. And with the world shifting, and if you listen to people way smarter than me, this could be the worst recession we've seen in maybe 50

years, right? There was 99, there was 2007. They think it could be worse than both of those. I hope it's not, but man, I'd rather anticipate and prepare. So when it happens, you can thrive rather than going, oh my God, it's worse than I thought. People aren't spending money. Oh my God, my communication, my marketing is off. It's not working. Ah, I'd rather prepare. And if you prepare and gain capabilities from people who've already done it, whether that's you or somebody else that's done what you're hoping to do, or Tony and I at this challenge is follow the blueprint and then commit to it, right? If you follow the coach you talk to or coach Wooden or your advice, it's like, don't dabble. Nothing in your life has ever worked. Relationships don't work if you're not committed. like, don't dabble. Nothing in your life has ever worked when relationships don't work.

If you're not committed, exercise plans don't work. If you're not committed, why do you expect your business to work? If you're not committed? Is it worth it? I think absolutely. Yes.

Yeah, for sure. Um, man, I'm excited. I'm excited for people to go through this. Like, um, I still remember back,

man, 20 years ago when I first started learning these things, like when I did it, like making my potato potato gun it was like the most fascinating thing that product because i was like learning this stuff and putting together my first course and then you do it over and over again i think the the best part is watching people kind of do it for the first time or do it like the right this time i've tried in the past it didn't work but like doing it correctly and getting all hauls along the way every single every single step is is yeah and i think the best way to look at it is sometimes I'm watching this with people,

and it's so amazing. I've been doing this for so long, but now you get 25 years under your belt. You just know what people are thinking. And what I always tell people is don't have a goal. It's kind of a John Wood thing. Don't have a goal of your first sale or the $100,000 a month. Have a goal to be the best version of you. Have the goal to learn from people who care. You know, like, and trust,

but have the depth and breadth. They're Tony words, right? He's like, so many people are telling you what to do and they never actually did it. Find someone with a depth and breadth. They've already done what you want to do. Model them, learn from them, and then burn the boats. That's Tony's line. Burn. You want to take the Island, burn the boats. Like when you put the ingredients of like, they've already done it they're willing to share here's the blueprint i'm going all in i'd love to make it more complicated but that's the you said you said you've never seen a skeptic who was successful neither have i but i've never met someone successful that didn't follow that plan i learned from here i i take my own plan and i take

uncomfortable action and i go all in. That's the ingredients of people that work. And the last thing I want to say, I had a great interview the other day on a podcast and she said, she's awesome. She said, so many of the girls that I work with, they just don't know where to start. And I think the answer to that is what you do so well with funnels, Russell, that's why you've done so well is I had a, and I don't have a piece of paper. I wish I did. But so many times if we said, Hey, the housing market's booming where you live, let's go in the housing business. Okay. And I handed you a blank piece of paper and a pen. And I said, Hey, draw the plans of the first house and then we'll build

it. Like, okay, do I do like a centimeter to a foot or is an inch to a foot? And do I do a peak roof? I can't, I can't build houses. Right. But what if I said I've been building houses for 25 years? Here's my three best blueprints. Which one do you want? Which one do you want? You picked out.

Okay. Now just make some subtle adjustments that fit the house you want to build. But we know that house works. We know it sells. We know people love it. We've been building for 60 years between us. Then all of a sudden that fear of starting, the overwhelm of starting, the not knowing where to start goes away. But so many people are going to watch this today and go, I want to do it. Let me figure it out. And I think the world's moving too fast for it to figure it out for us to figure it out on our own. That's why we, we love doing

these challenges, why we'd like creating programs and getting people enrolled so we can change their life. Yeah. All right, so this is the time now. There's a call to action for everybody. First off, if you're not in the challenge, get in the challenge. It should be linked down below.

Time to thrive. Time to thrive. Say it correctly. We're going to teach you guys how to thrive. It's going to be amazing. Be part of the challenge. Again, I would recommend Upgrading and Becoming a VIP.

At the end of it, and again, depending on when you're watching this video, there'll be a link down below also when the actual Project Next course is live. This is Project Next Thrive Edition when it's live. There'll be a link down below for that as well. And I'm going to talk about my bonus again real quick. Do it. And then you can go and kind of talk about the course.

Yeah. So again, as you guys know, I bought Dan Kenny's company, uh, about a year ago right now, which is crazy. And, um, after I bought it, all the old Dan Kenny people started messaging me and one of them was Ben Settle. Some of you guys know Ben Settle. And Ben told me, he was like, dude, he's like, do you have the rights to the, um, seven figure academy course?

And I was like, I've never heard of that course. He's like, it's the best one ever. He's like, I was stuck at, um, he's like, I could never break a million dollars a year for like a decade. He's like, I got close. I can never break it, never break it. And he's like, I could never break a million dollars a year for like a decade. He's like, I got close. I could never break it, never break it. He's like, I bought that course, went through it. And he's like, that was the thing that got me past the million dollar mark.

And he started sharing all these intricate, like all the things like, it was because he taught me this and this and this. And I was like, I've never heard Dan talk about stuff before. So I started freaking out. I was trying to find the course. It wasn't online. It's not for sale anywhere. I went back through all the old hard drives we got when we bought the company and I found

it. It was a live event. I have all the recordings of it and it is insanely good. I went through it afterwards. I was like, Ben's going this crazy about it. It's got to be amazing. Went through it. It was the event they sold. It was $5,000 to take it back in the day. It's a course that we'll probably rebrand and start selling in the future at least a thousand bucks, maybe even two, depending on how we package it. But right now it's on my hard drive. I'm the only person that has it and Ben's settled apparently. The only only two people that have it, is really, really good.

So what I'm going to do is we're going to give you that as a gift. Anybody who gets in a project next through our link, which will be on the page down below, you get in there. I will send you that $1,000, $2,000 course service for free. And it's all about information products. So it's kind of taking a lot of what you're doing with getting people to first sell, getting them to get their first course, all that kind of stuff. And this is how to get it to the seven-figure mark. So it's taking them from where they are to where they want to be. And you guys are going to love it.

It's like Dan in his prime when he was like, anyway, it's really cool. So that will be the bonus I get. But you want to talk about kind of the elements of what's inside Project Next so they know this is what we're giving as well. Yeah, I'll go really quick on it. First off, if you haven't gone to the challenge yet, you haven't registered, definitely go to the challenge. Even if you feel you're advanced, you know, Russell, you're going to speak, but you always get something out of our courses. Jenna got something.

Lewis Howes shifted his business on how he sells because of the first KBB course. So it's designed for new people or people not getting the scale that they want. But if you're in the game, you kind of probably want the bonuses because the bonuses are more something that I'd give to Russell, right? So we have the straight line of new or been dabbling, and then the bonuses are more something that I'd give to Russell. Right. So we have the straight line of new or been dabbling and then the bonuses are for everyone. So the course is project next. It's a full immersion six module course with Tony and I and some special guests. That is your immersion. And this is Tony's philosophy. You must immerse yourself. You want to learn the language, go to a different city and figure it out. That's how you immerse yourself. So the course is immersion. But as Tony always says, you never anchor like a language. You don't anchor it in unless you have repetition. So we're going to go

live every week for six weeks with me and my coaches right in here to walk through the course, anchor it in and give you the uncomfortable action steps. Our whole goal is to get you up and we'd love to get your first sale before we go to the world summit, right? So that's our goal. Course, six weeks immersion. And then the next thing is mastery. Right? So the live event, we're doing a three-day world summit. Last year, it was unbelievable.

I think we had 18,000 people last year. Tony, myself, Russell, so many great guests. And we make it mastery. I mean, that's where it all comes together. So you get all three of those. And we didn't even include the ticket year one for $2,000 to the world summit. I didn't know that. They get the ticket year one for two thousand dollars to the

world summit i didn't know they get a ticket to the world summit they get the six weeks and plus you get access to mastermind.com which we call our implementation tool it's where you get up and running really fast to get your first sale so all that comes together the first two years i don't know 40 000 people paid two grand and it didn't have a ticket this year. Tony's like, make it more affordable. People need it. Um, so it's cut in half. It's $997 this year and you get all of that. So it'd be crazy not to, depending now you might be thinking, Oh my God, I didn't do the challenge yet, but you know, what's coming.

Smash that button when you can. And if it's already live and, and Russell knows this is why he's got so much integrity. When this challenge is over all the bonuses go away like we'll still offer it but you don't get all the pieces the live interaction the ticket to the live event all that that's that's what we're doing just this week so when the launch is over you could buy a separate ticket and a separate coaching session and a separate but this is it's like we want everybody to do it now all the car it's like a buffet right versus all the car yeah that's awesome well dnx let me hang out your office and it's awesome so much fun i always get new ideas and new things going when we talk which

i appreciate hopefully all you guys enjoyed it as well if you did please share this podcast with other people and um i can't wait to challenge man i'm gonna jump in i'll be participating every single day because there's not been a time i've listened to you or to tony that i didn't pick up something new so i'm gonna be there as, hanging out and hopefully you guys all be there with us. And I guess that's it. Thanks, man. Appreciate you.

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