Marketing Secrets with Russell Brunson - What Do You Really Want?

Episode Date: June 3, 2024

Let’s have a conversation - we haven’t done one of those in a while! But while I’m in my wrestling room, let me share a few of the pieces you need to live into what you really want in life. What is the core of what drives each of us? I challenge you to be brutally honest with yourself about why you’re pursuing your current path. We'll explore my path to finding my why and how to identify what you truly want to help you understand the deeper reasons behind your desires. Finding out what truly propels you can bring clarity and ensure your efforts align with your real goals. Let’s uncover not just the surface-level achievements, but define the secret desires fueling your external pursuits. This episode will transform how you understand your ambitions and guide you to finding authentic success. Get your own .BIO domain name for a low price at Porkbun! Go to https://porkbun.com/MarketingSecretsShow24 Learn more about your ad choices. Visit megaphone.fm/adchoices

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You can now make the first move or not. With opening moves, you simply choose a question to be automatically sent to your matches. Then sit back and let your matches start the chat. Download Bumble and try it for yourself. Success without fulfillment is ultimate failure. Oh, that one hurt me. I'll say it again. Success without fulfillment is ultimate failure.

How many of my achievers in the room just heard that like, oh, that's not, that doesn't feel good at all, right? Like, we love achieving. We love chasing the dream. Like, we're trying to accomplish this thing, and we're chasing it, and we're working towards it, thinking that at the end of the rainbow, then we'll get our reward, and then we'll feel fulfilled. But they're disconnected.

So I'm working on a new definition of this word, where success equals achievement, plus fulfillment, these two things together. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets Podcast. What's up? This is Russell Brunson and I am actually coming to you today from inside of my wrestling room here at my house.

And you may be wondering, why are we talking here inside the wrestling room? And I'll explain here in a minute. I got a story I got to tell to you from inside of here. But before I do, I want to talk about, do you know why you do what you do? Why are you driven to do the thing that you're trying to accomplish in life? It could be anything. It could be sports, athletics, could be business, could be entrepreneurship, could be something. But do you know why you actually, you actually want to do what you do? That's the question I want to kind of lead out with today. And then we're going to talk about that from a bunch of different angles.

A lot of you guys know I'm obsessed with Napoleon Hill. And if you read Napoleon Hill, basically everything he's ever published from the Law of Success to Thinking to Grow Rich to How to Raise Your Own Salary to everything he published. Out with the Devil, which is the best one he ever wrote. But all of them, one of the things he leads with, the first law of success actually, is always having a definite purpose. What is the thing you actually want to do? Do you know exactly what it is? In Out With the Devil, he talks about how only 2% of society, of people know what they want to do. They actually have a direction and a thing that they're moving towards. Everybody else is just drifting and wandering around and hoping that someday something happy bumps into them, right? Whereas only 2% of people have this driven gene where they're like,

this is where I'm doing this, where I'm moving towards, this is what I want. And they know what it is, right? Earl Nightingale talks about this in The Strangest Secret, talks about how like a boat inside of a, you know, they're leaving shore or whatever, that they don't have a rudder, that they just kind of like bump and, you know, knock into different things and, you know, they're leaving shore or whatever, that they don't have a rudder, but they just kind of like bump and, you know, knock into different things and, you know, eventually we're just going to crash. But by having that rudder, which points you in direction, it can get you anywhere you want to go across the whole world, right? And there's the power of having that purpose, like a definite purpose of what you're doing, what you're trying to achieve, knowing exactly what it is. And so for a lot of us, I think you may hear me or some, you know,

maybe a random point he'll talk about, like like what's your definite purpose and you know what it is. But I want to suggest for you today that maybe you don't know what it is. And then to take it a little further, I want to talk about you guys as entrepreneurs and working with customers and trying to change people's lives. And this comes back to like selling online. This comes back to persuasion, like all those kind of things, like really understanding this at a deep, deep, deep level. Okay.

And so I'll tell you the story here about this wrestling room. Um, so if you know my background, I wrestled in high school growing up, I was a state champion by junior year in high school. My senior year, um, I actually lost this day. I lost in the semis of state tournaments. I didn't, I didn't, uh, I took third in state my senior year, but that, um, that loss drove me to have to figure out like, how am I going to be six? I didn't want to be someone who, like, I don't know, in my mind, I needed to prove to myself that I wasn't just, you know, an okay wrestler once, stay once, but, like, I was something special. And so for the next, like, three months of my life, I was working out seven hours a day trying to get to the next level because the national tournament was a couple months later. Went to the national tournament. To be at that national tournament, you had to be a senior and you had to be a state champion.

And I think I had 63 guys in my weight class, multiple two and three and four-time state champs. And I got on this thing. You know, I'm the guy who won in my junior year but not my senior year. And everyone else, you know, again, the pedigree of all the people in the bracket were insane. And I came through and I ended up taking second place in the nation. I beat all the other state champs. Be a three-timer in the semifinals, a two-timer in the semifinals, and the finals lost by two points, but proved myself like that I was something special, right?

So that was my wrestling. Then from there, I went and wrestled at BYU for a year. They cut the wrestling program after that I went on a mission for the Mormon church for two years. I was knocking doors in New Jersey, having the time of my life, talking about Jesus with a whole bunch of amazing people out there. And then I came home, I wrestled at Boise state. It's my passion, my love. Like still my favorite thing of all time I've ever done is wrestling by far. Everything else is like a close second. In fact, people have asked me for like about business. I was like, I would give a business in a heartbeat if I could go back and start wrestling and

competing again. Like, there's no way that you make so much money. I'm like, no, you don't understand. Like that feeling, get my hand raised. Like that trumps everything. The closest I've gotten to feeling something similar to that is like at an event, when you get a table rush, you get a hundred people running the back of the room. Like that's the closest feeling to get my hand raised in a match. But it's not, it's not better. So I love wrestling. It's my favorite thing. So anyway, my senior year in college, I'm at the wrestling tournament. I lose my match. Sorry, it was the Pac-10 tournament. And I was planning, in my mind, I was going to go to nationals.

I thought I had a chance of placing in nationals. I'd beaten the guy that was ranked ninth in the country. The guy, Johnny Hendricks, who became a UFC fighter, he was going to be a three-time NCAA champ. I lost him by two points earlier in the season. I thought, anyway, I thought I had a shot at being an All-American, which was my goal. Because in high school, I was an All-American. I took second place in the country. So top eight places in the country in All-Americans. So high school, I was an All-American.

Senior year in college, I was like, that was the goal. That was the mission. That was like my definite purpose. And I was at the Pac-10 tournament. And my first match, I beat the returning Pac-10 champs. I'm just like, everything's going well. And then something happened. I don't know.

And then losing. In fact, oh, I'm going to show you something cool um if you look right behind me this picture that painting this is actually a painting on the wall it's kind of hard to see exactly that's my face right there that's my very last match i ever wrestled in college um and actually losing that match and that was the end of my career and we're sitting there on the side of that like now what now what? That was all, like that's, huh. And it was over. And I didn't go to the national tournament. I didn't do anything. It was just, it was one of those things was really hard for me. And so, um, some of you guys probably looking behind me. Yes, this is wrestler.com. Uh, if you go, there's nothing there yet. That's a,

someday I'm going to build a wrestling brand called wrestler.com. So I thought I should put that in my, and yes, that is a cauliflower ear. And, uh, that is actually my cauliflower ear. I'd made the logo, my ear. So if you're ever wondering the wrestler.com logo, yes, it is my ear. So anyway, uh, back to the story. So I get in wrestling. Um, and I don't know about you guys, but you know, you spent your entire life chasing a dream and then it's gone. Like that's where a lot of people go into depression or, um, yeah, a lot of different things, right. Cause the, cause they missed the shot. In fact, I had somebody, uh, Eileen Wilder things, right? Because they missed the shot. In fact, I had somebody, Eileen Wilder messaged me today.

I'm going to pull my phone. Interesting. She asked about, she said, I'll tell you exactly what she said. So I don't have to quote it. It was interesting. She said, Russell, your ability to not dwell on the past is one of the things I admire most about you. And I was like, no. And then I sent her this screenshot from The Lion King where Rafiki hits Simba on the head. And then it seems like, ah,

what was that for? It says, it doesn't matter. It was in the past. Yeah, but it still hurts. So, oh yes, the past can hurt. But the way I see it, you can either run from it or you can learn from it. Right. So for me, like, I'm pretty good at like, they always say like depression comes from thinking about the past. Anxiety comes about thinking about the future. So for me, it's like, I don't dwell on the past. Um um and so i got done wrestling and i think if i would have dwelt in the past like i would have gone into depression or something because it's hard like to to spend a decade or more of your life on a goal and then not hit it there's nothing else you can do it's like it's over the term is done like that's it um really

scary like hard anyway so that happened And luckily I had been starting in my online business at the time. And I was like, okay, I hadn't had some success. I made, I had made a little bit of money enough to know like this was actually a real thing. And so I transitioned my focus to business. I started running, I started sprinting and like, well, I mean, I've been doing this now 20, man, 20 something, 22 years, something like that. So a lot of you guys come to my world and you're like, Oh, I see Russell. He's sprinting really fast. He's doing these things. He's building click funnels. He launched this book. He's doing stuff. And people are always like, how do you have so much energy? How do you do these things? People understand and you're like, oh, I see Russell. He's sprinting really fast. He's doing these things. He's building click funnels. He's launching this book. He's doing stuff. And people are always like, how do you have so much energy? How do you do these things?

People don't understand. It's like, I've been doing this for a long time. In the 20 plus years, I've been doing this. I've seen so many gurus come and go and come and go. Like there's a new wave every couple of years. So all the people we see nowadays that are the big ones, like most of them don't have staying power. They'll be gone in, you know, eventually, hopefully not. But you know, it just, I've been seeing these cycles. I've lasted 20 some odd years. How do you stay this long, right? In the beginning, it was like I was really sprinting. I was trying to figure this out.

I needed to figure it out. And so I was going hard. I was launching new products every day. I was doing all sorts of stuff. I started having some success. I started making some more money. Then I launched the next thing. And the next thing, I started building a company,

started hiring employees, started building, growing, growing. And four or five years into this, after college, I built a company of almost 100 employees. We had people on phones doing sales, people driving traffic online, make all the things. And then overnight, the whole thing collapsed. I had to let go like, I don't know, 90 some odd people in a day. It was just like, hey, everybody, this has been fun, but it's over. And had sent everybody home, which was so hard. I had friends, I had family members, people who, um, I thought were part of this

mission that I was trying to create. They just walked out on me. I had people anyway, it was, it was a brutal time. And, um, I remember that whole thing ending. And then we shrink down to this little tiny building with a few of us left over. And I was like, I'll never hire employee again. I swear I never would. We start figuring things out, try to start building, try to figure things out. Right. And over time, um, you know, we get out of debt, we get back to stable ground. And then I meet Todd Dickerson. We worked together a couple of years, launching different funnels and webinars and some things online. And eventually we had the idea for click funnels, boom, we build click funnels and it takes off and it takes off in about two years.

And it taking off, like, I mean, I've had a lot of successes. This is the first one. I was just like, this is crazy. We're making money. Like we've never dreamt of before. Right. We're helping people like crazy. It was just like, it was such a cool, man, it was a cool thing. So about two years into the business and when we decided, my wife and I, we live in a nice house, but like, well, let's get the dream house, the house we're going to live in forever. The one I want to die in. Right. And so we started the journey trying to find the house. And after a little while we found this house. this is an external garage. But, um, when we found this house, a couple of things we know, number one is like it's on five acres. There's a whole bunch of

mature trees that wrap the whole yard. So like it would take 20 years to get trees like this. Right. And then there's, you know, anyway, if you see my house, it's, it's pretty cool. The yard's insane. And then there was this room right here, which was this external garage. And I saw this, I was like, this is my wrestling room. This is, this is my wrestling room. This is where I'm going to like, this is it. And so before we bought the house, I literally snuck in one night. Uh, I probably shouldn't say that I snuck in to measure out the room. So I could figure out how, how big I needed to get wrestling mats. If you look on the other side over here, I've got full weight room, a whole bunch of other cool stuff.

And so anyway, so I get the whole thing lined up. And then Rob Cicadas, who's one of my favorite designers of all time, I was like, hey, do you want to come paint the walls? And so like if you see all these murals and stuff on the walls, this is all that Rob designed. And initially, Rob was going to do just this wall right here. And then when he got here, we started having fun, and he ended up doing the entire thing. It's amazing. Sorry. But I want to tell you, I was planning everything. And then the second we closed on the house, the next day Rob showed up to start painting. And then the mat showed up a week later. And then the weightlifting, everything's coordinated to the T. And my wife's like,

where are these people coming? You didn't help me move in the house. You didn't plan anything in the house. I was like, well, this is my, this is my man cave. This is my dream. This is like what I wanted was this wrestling room. So I remember we get it. We start putting it all together, getting things set up, getting the painting down, getting the mats down, getting the weight equipment and everything was happening. And then, um, you know, as things were showing up, we were working out, doing little workouts

and stuff. And then we finally get it all done. And I'm like, I have my own wrestling room. Like, this is insane. I can rest whenever I want. Right. Like, so like, but I don't know how I'm going to wrestle with, like, who have my own wrestling room. This is insane. I can wrestle whenever I want. But I don't know who I'm going to wrestle with. Who am I going to wrestle with?

I can't. So I meshed out with my kids, of course, and stuff like that, and friends. And then one day I called my friend BJ Wright. He wrestled in Nebraska. A really good wrestler. And I was like, dude, the wrestling is done. Come on over.

So we came over. We laced up our shoes and came in here and we wrestled. And take for granted, I have not worked out So we came over, we laced up our shoes, and we come in here and we wrestled. And take for granted, I have not worked out wrestling shape for a decade and a half. I'm out of shape. We come in here and we just beat on each other. We're wrestling and having so much fun for about an hour. We're just going as hard as we can.

And then finally we lay there and we're just dead on the mat. Just like no breath, no energy, nothing. We're just laying here on the mats. And I had the weirdest feeling. It was a feeling of just like, like the first time I'd been chasing something for like, I don't know, over a decade after my wrestling career. I was chasing something. I don't know what it was.

And that moment I sat there with BJ and I said, dude, this is what I was like. This is what I was chasing. I didn't know it, but this feeling to be able to come and be able to wrestle again, like that's all I actually wanted. I was trying to get this feeling through all these, through business, through making money, through all sorts of stuff where I just wanted to wrestle again. I could have gone to a high school wrestling room and just wrestled. I could have gone to college and just, like, I could have, I could have, I found out years later I could compete, which I do compete now. Like, I just, I missed that. Like everything I was doing was trying to get back to that feeling and get my hand raised, getting back to like the total exertion of your body and being tired and worn out. Like all that

stuff. Like that's what I, that was the, that was the thing I was chasing this whole time. And it's crazy. Cause like, I thought like, what was my definite purpose? I thought my definite purpose is to build a company, to make money, to hit, you know, in two common couple, you know, make a million a year, then 10 million a year, then a hundred million dollars a year. And it's crazy because I thought, what was my definite purpose? I thought my definite purpose was to build a company, to make money, to hit, you know, in two common couple, you know, make a million a year, then 10 million a year, then a hundred million a year. And I hit those things, but like, that was not actually the real reason. Like when I look down and all said and done, like if I unwind and unravel the whole thing, the only thing I really wanted was to wrestle again. And I was chasing it through so many different paths. What's up everybody. This is Russell Brunson. I've got something really cool for you today

from my friend, Taylor Wells. And Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing

into our high-end coaching program as well, and it is amazing. But to kind of give you some context about this offer he's making for you guys, as you may or may not know, a few years ago, JPMorgan Chase did a study, and guess what they found? They found that the average small business only has about 28 days of operating expenses in reserve. That's right, less than a month of cash on hands. Now, if you're like me, the idea of your business being one bad month away from disaster is enough to make your stomach drop, am I right? Especially with how the economy's been

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And I promise you guys as a customer of this, you are going to love it. So if you're serious about growing your business with real stability, this is the model you need to add into your funnels. So go over to wealthyconsultant.com slash secrets, grab your 70% off deal, and let's start turning your clients into long-term revenue. Again, that's wealthyconsultant.com slash secrets. Do not miss out. Hey, this is Russell Brunson.

And I want to jump in really quick to share with you a new assessment I found out that is insanely cool. You guys know I'm obsessed with personality profiles and assessments, but this one is different because not only does it help you understand yourself, but more importantly, especially for us who are entrepreneurs, it helps us understand our employees, our teams, and get people sitting on the right seats in the bus so they can get more stuff done. I just had a chance to interview Patrick Lanchoni talking specifically about

this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it. And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, the right people, but make sure the right people are sitting in the right seats on the bus. And this assessment will teach you how to do.

Now, normally this assessment, you can go to WorkingGenius.com, and there's two Gs in the middle, WorkingGenius.com. But I got you a 20% discount on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to WorkingGenius.com. Again, two Gs, WorkingGenius. Two Gs in So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com.

And then use promo code secrets, S-E-C-R-E-T-S at checkout, get 25% off. But then go take the test. Again, it takes you 10 minutes, 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

that's gonna give you the most joy, number one. But then number two, it's gonna make sure that you are, with your that's going to be the most joy, number one. But then number two, it's going to make sure that you are with your teams getting them in the right seats as well. So anyway, I love this assessment. Go check it out at workinggenius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team. And I promise you it'll change the working dynamics amongst everybody and help your company to grow. I remember going to a Tony Robbins event, UPW actually, and we had this really interesting conversation where he was talking about the thing that we desire most, right?

And so for me, it was like this relationship with my wife I wanted. And he's like, you know, he talks about, I'm not going to talk about it. I've done videos on this channel and the podcast before about the six human needs, right? But he's like, the need that I was chasing is love and connection. But instead of just going directly to my wife and giving love and connection, I was trying to get significance

and trying to get certainty and trying to get all these other needs met, which I thought in my brain would cause more love and connection. If I'm more successful, if I have more certainty, if I have more like all these different things, then my wife will be more connected to me. And the opposite actually happened.

It actually split us up more and more. It made it harder. And then Tony's whole realization was like, if you want level connection just go get that just go directly quit trying to get these other things to somehow make this need happen like just go directly to need go directly to 11 connection i felt the same thing here it's like and i had killed myself not knowing exactly what i really wanted until i got it i was like oh this is all i really wanted i could never easier ways just to get that thing. So I'm telling you this for a couple of reasons. Number one, well, if I'm completely honest, I'm publishing a lot more on my podcast and YouTube and I wanted to make a cool video. Testing out some new equipment here. I got my Osmo DJI camera. I got some new microphone.

I just grabbed a light to be here. And I was like, I want to film my restroom. It's a Sunday. I got some ribeyes cooking for my wife and I and our kids here in a minute. I was like, I'm just going to film something here. So I wanted to do that, but I wanted to tell the story in the restroom because the thought I kept having was like for you, like when you hear me or Napoleon Hill or someone talk about definite purpose, right? Like what is your definite purpose? So often the first thing we do is like, here's the thing, the financial goal or the, I want to win a state title. All right. We pick a, we pick a goal of achievement, right? Like what's the thing I want to achieve?

Which is good. I think, I still believe in that. I still think that it's like, it gives us, it gives life like color and excitement and like a journey we're going on. Like I love achievement. But what's interesting is like, like rarely is the achievement

the thing that makes you happy. Like the thing that makes you happy. Like what the thing that makes you happy is different. And, um, if you read expert secrets, I talk about this. Um, like when we, when we tell a story to our audience, try to get our audience to move, right. Is typically what happens is we'll tell the audience, like, here's what I wanted to do. I wanted to lose weight to make money. If we pick this journey of achievement, we want it right. And that's where most people stop. By the way, if you look at the great persuaders and great people who are good at building connection and rapport with an audience, they don't just talk about the achievement that they wanted. They do talk about

that because they have to set that goal because it's also the thing consciously that the client or the person is thinking about as well. Like, oh, I also want to make a million dollars. I also want to, whatever, right? So they have the same journey of achievement that they want, but the best persuaders, the best storytellers, they don't just talk about what they want. They start figuring out the why. They figure out what is the inner journey that someone's actually going on, right? The journey of transformation, like what do they actually want? And so in the Expert Seekers book, I talk about this. I have you go through this question, like what do you want? Like I want to make a million dollars. Why? Well, because I want to make a million dollars because I feel like then I'll feel like, you know, I succeeded.

Cool. Why do you want that? Right? We start going, like, levels of deep why. Why do you want that? Like, well, I want to feel like I succeed because right now I don't feel like I'm succeeding. I'm struggling in life, right? Like, everything I've tried has been a failure. And I feel like if I had that, then I'd be successful.

Like, oh, cool. Why? Why do you think that would change anything? Well, you know, the reality is last week I came home and my wife was upset about blah, blah, blah, right? And I feel like if I had this, then she'd be proud of me. Well, why does that matter? Why does that matter? You want why? Why? You dig deep, seven, eight, nine, 10 levels deep. And eventually is when the real, the real reason why it comes out. The real reason, which is, you know, whatever it might be. It could be like, I just want to impress my dad. I want my wife to love me more. I want my kids to respect me. Like that's the real reason, right? Like if I went back to myself after I got done wrestling, I lose the Pac-10 tournament. I don't get to fulfill my dreams. And I'm running from that. I'm running from this pain, right? Trying to get away from

this pain. I don't want this pain. I want it gone. I start running towards something, right? As I'm running down this journey, that's the question is like, I would ask myself like, why, like, why are you trying to start a business? Why are you trying to do things? Right. And there's a lot of reasons. There's, you know, I want to support my wife. I wanted to, you know, I want to make money. I want to be, you know, all those kinds of things. But, but like, why, what was the reason? Um, I think if I'm honest with myself, it's cause like, well, I missed this and I missed the pain knowing I'm not gonna be able to do this again. Like that, that's causing me so much pain. It's, it's forcing me to run forward. It's forcing me to run away. I'm running away

from something. And that's like where it starts, at least for me when it's like, wow, that's the thing. Like how, how, like what if I just wouldn't directly say like i just miss wrestling okay cool let's figure out a time where once a week you're going to go into a high school room wrestler you're going to go wrestle in college with college kids you're going to try to figure out something like that i probably could take in so much pressure off my back right because i'm trying to i'm trying to get to this this need of like i just wanted to like like all the the emotions that come with wrestling for me i want to get back to that as quick as i could right as opposed to just going directly doing that i'm like i, I'm going to build this

whole thing, which will give me free time. And then I can build a wrestling room. And then I can, you know, all this stuff versus like, I could have just went directly to the source. So think about that. Cause not that I don't think pursuing goals is great, but I think sometimes it drives us crazy, right? I know for me, it's like, I've, I've burned myself out sometimes trying to achieve this goal. I know a big goal I'm achieving right now. I'm running off this goal right now. And I realized as I'm recording this, I'm like, I'm building, I'm buying a movie theater. I'm building this whole event. So I'm doing these kind of things.

I'm buying a library. Like why? It's like, because I want to read more and write more. That's what I'm trying to do. But for some reason, I'm going around about it. And it's huge. You know, Russell Brunson style. Like I got to go over the top thing.

Maybe it's still the right thing. And I'm not saying to persuade you about not doing it, but being honest with yourself, like, why are you doing it? Like, I know what I'm doing right now. I'm doing my, my, my goal that I'm pursuing right now is for multiple reasons. Number one is like, again, I want to read more and I want to write more. The problem is sometimes I'm making, you know, focusing on building the business to make the money to build the thing. Like, I don't have time to read or write, which is, which is fascinating. Probably figure out a way to, to secure my legacy. I want to have something built so that when I die on this land, there's something there beyond me, but not just for myself, but for other people I love and respect and care for and their intellectual

property and their ideas and their writings and their words. It's like, that's, that's like the, the why. Um, and sometimes you go about it backwards. Like maybe if I just spent more time, you say reading and writing, I'd be happier. I'd be so stressed. I'd be running as fast as I am. I could spend more time enjoying everything along the journey. Right. So yeah. And just having this conversation myself and with you at the same time. So that's my first question for you. It's like figuring out like your definite purpose and what is the thing you actually want? But I want to go, I want to go deeper. I want to figure out why you actually want that and see if we can just achieve, like get you fulfilled, get that goal met right now. There's probably an easy way we can fulfill

that need. You can still chase the dream. Don't think that I'm advocating not doing that. I'm obsessed with chasing dreams and having big goals and visions. So I'm not against that. Do that. But what if you got your needs met at the beginning and not the end? What if you were already happy and fulfilled? What if you didn't have to stress about that kind of stuff? How would that change the journey for you? Would you have more fun? Would you enjoy the journey longer? So what is that? What is that? I want you to ask why multiple times, not just once. Like why, why do you want to build a movie theater, right? Or why are you buying a movie theater? Why are you buying old books, Russell? For you, why are you trying to win a two comic book award? Why are you trying to start a business?

Why are you publishing? Why are you doing YouTube videos? Why are you, like, why, why, why? And get down to the purpose, the real reason why. And for some of you guys, it's going to be painful. You get deep, you're like, man, because when I was a kid, my so-and-so was, like, didn't believe in me. Or, you know, this didn't happen. I was listening to Marie Folio yesterday on a podcast episode. It was fascinating. She talked about, she was at this business event, and she was in an elevator, and someone asked her what she's doing. And she's like, oh, this is what I'm going to do, and why? And the guy was like, that's a podcast episode. It was fascinating. She talked about, she was at this business event and she was in an elevator and someone asked her what she's doing. And she's like, oh, this is what I'm going to do and why. And the guy was like, that's a dumb idea. That's never going to work. And that was the thing. That pain is what pushed her into like, I'm going to

go and destroy this thing. And she built B-School and blew it up. But it was all on the backside of that pain, right? And the why you do it, I want to prove that guy wrong. And again, nothing wrong, but like saying like, who cares about that guy? You know, like we get down to like the actual why. I think a lot of times, um, subconsciously it's the thing that's driving us. It's like, let's come down and like figure out what that is. Just, just so we're aware of it. I was not aware that I missed wrestling until I wrestled in this room. If I built, you know, I made the fortune, did all this stuff, build the, like the crazy dream room and finally invited my friend to wrestle. And I was like, oh my gosh, this whole time, that's all I wanted. What if I just would have, I could have had that every day,

you know? The whole time, all I wanted was more love and connection with my wife. I'm trying to build a business to prove to her how significant I am. So hopefully someday she'll love me more. Like, what if I just went and spent more time with her? And I can still build a business, but man, it changes the pressure of it, right? It changes the stress of it, right? Now, building a business, I could have built the whole business knowing that I just wanted to wrestle. Like, well, I'm just gonna go wrestle then.

If you look at my journey, like even I was five or six years in the business and then because I missed this thing so much, I decided I was gonna go to compete for the Olympics and I hired Olympic Greco coach. I hired and gave jobs to a whole bunch of the Olympic wrestling team. We flew him out here to Boyz II Men.

I built a wrestling, like all these crazy things I was doing. I just wanted to wrestle. I could up wrestling, like all these crazy things I was doing. I just wanted to wrestle. I could have just gone and wrestled somewhere. Like how much stress and anxiety and pain would I have avoided if I just sort of got the thing I wanted up front and then still pursued the thing I want without the stress and the pressure of it. So there's the journey and the story for you personally. Now I want to take it a little more level, a little deeper, if you're okay with that.

You guys cool if we go a little deeper? You cool if I over deliver? Okay. So the last level I want to take this is your audience. Okay. Metro links and cross links are reminding everyone to be careful as Eglinton crosstown LRT train testing is in progress. Please be alert as trains can pass at any time on the tracks. Remember to

follow all traffic signals. Be careful along our tracks and only make left turns where it's safe to do so. Be alert, be aware, and stay safe. When you get to storytelling, this is one of the pieces that so many people miss. I talk about this in secrets book, but it's like, you have to understand this for your audience. Like you have to understand the achievement they want, but you also need to understand like, what is the thing that they are secretly desiring? I say secretly because they don't even know subconsciously desiring the thing that they're, they're chasing. Right. Um, again, I talked about an expert secrets and you tell a story, like I tell my story of achievement. But if I really want to connect with somebody and build empathy and rapport with someone really quickly, I tell the achiever, like, hey, I just wanted, I wanted, and this is, I've

told this story before. Like when I got started in this business, I just married my wife, fell in love with her. We got married. She was supporting me. I was wrestling and she wanted to start a family. She's, my wife's five and a half years older than me. So she wanted to start a family quickly. And I couldn't, and it's like, oh, so I want to start a business. Right. So I used to tell people like, I want to start a business online. So I want to be an internet guy. I want to make a bunch of money. It's like, that was the journey of achievement that I would tell people. Right. If I tell them that, and most people are like, Oh yeah, me too. Like, and like you get some people, but if you want to get some people who follow you for life, it's coming back down

and saying, but like, if I'm honest with myself, the real reason why I wanted to start a business and make money is my wife. She's the coolest. She's five, ten years older than me. She's been supporting me. She's been working. She just wants a family. That's what she really wants. And I want to figure out a way I can support her so she can be a mom.

That would be the coolest thing. She could be a mom and then she wouldn't have to work. She could stay home, be a mom, raise the kids, do her dream. Her whole dream is her whole life she's wanted to be a mom. That's all she have to work. She like, she could stay at home, be a mom, raise the kids, like do like her dream. And her, her whole dream is like her whole life. She was wanting to be a mom. That's all she ever wanted. And she's been working, you know, she's 20 at this time, she was 27 years old. Um, and all she wanted to be his mom. And I was like, I want to give her that gift. I don't care about making money or business, but if I can like retire her so she can do that, we can start a family, we can have kids and then she can be the mom she wants to be. Like, that's like, ah, that was the thing that fired me up, right? That's the reason I wanted to do it.

So I tell someone that story. That's me going five levels deep on why, right? Why do I start a business? Make money. Why? So I can be, make my wife proud. Why? So I can, like, no, it's like, because in our private conversations, that's what she wanted. That's what she was, she was, like, hoping for and dreaming for and praying for. And I was like, man, I'm in a spot where I can make that happen for, and like, how great would that be if I can do that for my wife? Right. So I share that story and what happens? Like, yeah, I bet me just telling the story now, a lot of you guys are probably like, wow, I thought Russell was just this direct response marketer guy. It's like, no, he, he started this because he wanted to give his wife that, right. And then he built this because

he wanted to get back to wrestling. And like, I've had a chance the last seven years to wrestle with my kids. I haven't missed, you know, until the very end of my son's senior year, which is the whole video from that day, though. I hadn't missed a single practice. I had every single practice in there with them, like spending time with them. It was magical, right? It was the thing that I wanted. And so, yeah. So what do you actually want? What do you actually want? What do your customers actually want? If you can figure out the answer to that, I believe it's the shortcut to success,

to true success. Because success is not achievement. That's why I kept making the mistake. I kept thinking, like, achievement equals success, right? And I remember Tony Robbins talking about it. He said that there's a science of achievement, right? Because it's like, there's science, scientific steps, step one, two, three, four. He said, but there's an art of fulfillment. Art's harder because it's not like a step-by-step number, right? Art is like what Rob Cicada did in this thing. Like he's doing his art

on all the walls. Like that's art. There's no science to that, right? The art is like you splash stuff on the wall and it's beautiful, right? And so for achievers, a lot of times it's hard. Like how do we get fulfilled? Like the science of achievement, art of fulfillment. Like I achieve like crazy. I'm like, why am I not fulfilled? And it's like, cause we don't understand like our brains, like what are the steps of fulfillment? It's like, there's not steps. You have to go and create and do and experience, right? But I achieved at this high level. It's like, yeah, exactly. You're missing the point. All of us achievers struggle with this. It's so frustrating for me. I'm the worst of us all, right? And I see this all the time. There's a guy here

in Boise, Idaho, became an Olympic champ. In my mind, you know, if you're not an athlete, you probably don't care about the Olympics, but especially as a wrestler, like in my mind, there's nothing better you can achieve on this planet than Olympic gold medal. Like it's, you know, it's, it's the biggest thing in the world. And there, we have an athlete here in Boise, Idaho who won an Olympic medal at the winter Olympics. And then within a year committed suicide. It was just like, Oh, and then remember Tony saying something that, um, as an achiever, it's really hard for me to hear. He said, um, success without fulfillment is ultimate failure. Oh, that one hurt me. I'll say again, success without fulfillment is ultimate failure. How many of my achievers in the room just heard that?

Like, oh, that's not, that doesn't feel good at all, right? Like we love achieving, we love chasing the dream. Like we're trying to accomplish this thing and we're chasing it and we're working towards it, thinking that at the end of the rainbow, then we'll get our reward and then we'll feel fulfilled. But they're disconnected. So I'm working on a new definition of this word

where success equals achievement plus fulfillment. These two things together. Achievement does not create fulfillment. Those are separate. That's what we have to understand. So the question is like, okay, as I'm trying to achieve this thing, where's fulfillment? Because it's probably there. When I can get deep to my why, like this is the thing you're actually looking for. I get that, get the fulfillment. That's the paint on the walls as you're achieving the thing. Like you have to wait for both. You can literally get in both at the same time. I could have experienced for a decade, decade and a half almost. I could have experienced what I was trying to get in this room right here anytime I wanted

just by literally going to the high school and wrestling with some kids. That was it. But instead I was chasing it through this achievement so I could afford this thing. So someday I could build this amazing thing. Then I could, then I could like feel fulfilled, feel the happiness I wanted versus like just going straight line there. So I'm going to challenge you guys to think about that. Go deep on your own why to figure out like, what is like, where could you just get your fulfillment and happiness direct? It's there somewhere. Like when you think about what you're trying to achieve, why, why, why? At least seven times, why, why, why? Until you get down to the root of it. And it's like, is there a way I can get that right now?

So I'm trying to get significance by doing these things. Is there a way I can go directly to my wife and just spend more time with her and get the fulfillment and the love and connection I'm searching for so hard? I don't know. It's a good question, huh? And for your audience, too,

as you're taking them on a journey. Any product we're trying to create, it's trying to get someone a result, which is achievement. We're trying to get them to achieve something. But what if through that achievement, you could give them fulfillment and happiness earlier? You could break down and figure out their why. So you could speak to them directly and figure that out and figure, man, these people are just looking for connection.

What if we do these events that bring people up more connection, more happiness, like more, what is the thing we can create that gets them their why? And again, as you start sharing those things more with your audience, the more likely they are to connect with you and be closer to you. So anyway, I hope you enjoyed this episode. I just wanted to kind of share these things with you today. As I was, you know, cleaning the restroom this weekend, I was just remembering that experience and like how interesting it was to me. And I wish that, you know, I wouldn't have waited for 15 years to experience this, you know, and, and now it's crazy because now my kids are wrestled, they graduate, they're done. It's like, Oh, like this, you know, it's, it's not over,

but like, you know, it's not the same. I don't, I'm not going to have a kid that I'm competing with. My, my younger son doesn't love wrestling. So I don't have a kid. I'm going to be competing in here with me. I'll still have myself, my friends, my buddies will come over. I'm hoping that I'll continue to bring kids here that I want to train and learn and stuff like that. But it's different already, right? And if I would have waited even longer, it would have been even longer out there, right? Like, you got to go and do the things now. The Carpe Diem, seize the day.

Yeah, one of my favorite movies, dead poets that say. I don't know if I love the whole movie. In fact, I don't remember the whole movie, but I do remember that one scene which was so powerful with Robin Williams. And he's got his class there and he's showing them the student body class of years in the past, right? And there are these pictures in black and white.

He has everyone look at them. They look at the picture, look close in there. You see everybody's eyes. Look at those people. He's like, look at their eyes, full of ambition, excitement, like what they want to do and create and how they want to change the world. And he's like, they're all, we call it, they're worm food. They're dead. They're gone.

Right? He said, but their voices are calling from the dust. He said, lean in. You can hear him. Lean in. He goes, carpe diem. Carpe diem, seize the day. That's what they're crying from the dust for you is to seize the day. Same thing for you. Quit putting off the thing you seize the day. That's what they're crying for the dust for you is to seize the day. Same thing for you. Quit putting off the thing you want the most. Quit putting that off. Just go directly to it. Again, this is a message for me more so than you, I'm sure.

It just makes me think about what is the things I want the most. I just go for it right now. Because life is short. I don't know. I always thought I was immortal until one of my closest friends ever passed away. And now it's like, wow, there's this ticking clock and we have no idea when it's going to be done. And, um, what a tragedy if we're chasing stuff their whole life and we never reach it before the end. Like what if there was a way we could just like have our cake and eat to get what we want while achieving the things we desire? Like, um, anyway, so this video is open for discussion. I don't know the answers to all these questions yet. In fact, that's why I'm

writing this next book. Cause I'm going deep, trying to figure these things out for myself. And I figure if I can solve these questions myself, hopefully I can solve them for other people as well. Um, so if you have ideas, please in the comments down below, let me know, drop them down. I read the comments on YouTube all let me know, drop them down. I read the comments on YouTube all the time. They're really fun. If you listen to the podcast, jump over to YouTube, find this video and comment down below as well so I can hear it. I would appreciate that a ton. And I guess the biggest question I'm going to leave you guys with today in this video is what do you really want? If you can really answer that, that's going to change everything

for you. Figure that out for yourself. And then secondarily, for the people you've been called to serve, this could be your family. All you guys have been called to serve your families. What do they actually want? You've been called to serve an audience, a group, you know? What do they want? I tell people all the time that my role in this whole thing, I always tell people like my role, my number one role is being a head cheerleader at ClickFunnels, like the belief cheerleader. If I get you to believe this will work, it'll work for you, which I do. I still believe. But I think that my other thing is like my job is to gather gatherers. Like I'm gathering people to serve them. People I gather are

gatherers and you guys are gathering your people and your tribes and your audience and stuff like that. And so as you were gathering your tribe and gathering audiences, think about this through that lens. Because if you can help them to achieve the real reason why, not the big why that they are willing to admit, not the journey of achievement, but the journey of transformation that they have deep in their heart, they may not even consciously know of. If you help them achieve that along the way, that'll change everything. So I hope you enjoyed this video. I hope you guys got something good from this. If you did, let me know in the comments down below what it is. And hopefully I'll see you guys. I don't know. Let me know. Do you want me to film some more

stuff in the wrestling room? If so, this is where the magic happens. This is my happy place. This is my man cave. Some dudes got man caves, a whole bunch of stuff. I've got a wrestling room with some weights, some treadmills, some bags, some mats, some pads. I love combat sports, love wrestling, love everything to do with that. In fact, my biggest regret in life is I have not done any kind of mixed martial arts style fight. So I'm thinking about it. Do you think I should do it? Yeah, I'm thinking about it. I told Todd Brown to do it.

The two biggest things I want to do before I die that I haven't done yet. Number one is an MMA fight and number two is a bodybuilding competition. So anyway, maybe we'll queue those up here in the near future. I don't know. I haven't decided yet. I'm not committed yet. It sounds like a lot of fun, though, just to know that I did it once. I just know, though, like I still compete at wrestling,

and it's really fun to compete at wrestling. But the thing is, like, I didn't realize when they filmed all those, you can find them online. A bunch of guys found them online and started posting. I was like, wow, I am out of shape wrestling with love handles and pasty white skin. Like, I got to get in shape before I go next time because people find it. I just know that if I lose the MMA fight, you guys are going to blow it up all

over the internet. Like, look, Russell getting beat up, which I guess is kind of funny. So anyway, I'm not against it. I just, you know, the anxiousness, the nerves. But let me know what you guys want to do. Go and do it. Go accomplish it. Go directly to the source of your happiness as you are achieving things. Don't wait for the achievement to happen to get the thing you think you want. Go and get it right now as you are working towards your achievement. If you do that, then you can have it all. You can have true success, which again, my definition of success is achievement plus fulfillment equals success. If you got both those things together, that's where true happiness comes from. So thanks so much. Appreciate y'all and see you guys on the next video.