The Russell Brunson Show - "Outwitting The Devil" with Josh Forti - Part 3 of 3

Episode Date: May 5, 2021

Here is the exciting final part of this special three episode series! On this episode, Russell and Josh talk quite a bit about the new book Russell is currently working on! The new book will be the first (of possibly many) personal development book that Russell has written. We also get to hear why Russell loves to write books and why he thinks everyone should write one. So listen in to the final part of Russell and Josh’s “Outwitting The Devil” interview. Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ---Transcript--- Russell Brunson: What's up everybody. This Russell Brunson. Welcome back to the third and final episode from the Outwitting The Devil interview with Josh Forti. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two and this is part three of three. In this one, Josh started asking me questions about my new books. Why I was so excited about Outwitting The Devil, by how I'm using this? Why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And you've enjoyed this interview series, please let me know, let Josh know. The best way to do that is take a picture of any of these on your phone, post them on your social media and tag me and him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening with that said, let's queue up the exciting conclusion of the Josh Forti, Russell Brunson Outwitting The Devil Podcast interview. Josh Forti: Okay. I want to do this because we're talking about all these amazing books and I don't know, this is probably like two, three weeks ago. Maybe it's a little bit longer that. You start hinting on Instagram about this book. And I'm like, "Oh my gosh. There's another book? What could it possibly be?" And then last week I'm out here and you started telling me about it and what it is. Russell: Showing you the deal. Josh: It's not a marketing book. It's the next piece and it's your first ever... And I don't want to spoil it for them. I'm going to say it's like your first ever take at personal development. Talk to us about this book. When's it coming out? How did this come about and the details of that, because I'm super, super excited for it. Russell: I think it was my only, hopefully. But I said that about Dot Com Secrets too. Josh: I don't believe that at all. There's going to be a trilogy for... Russell you're going to be writing books till you die dude. Russell: I don't know. Writing is so painful but this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic and I have more time and I'm trying to just occupy my mind. Josh: Which by the way, how perfect time. My heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak to there. I was like, "No." But how perfect of a timing was Traffic Secrets when- Russell: There are pros and cons of it. It was really good from a selling book standpoint. It was really hard for making New York times bestseller list, which we actually hit, which I'm still freaked out about. It was tough because Amazon wasn't shipping books. Things weren't shipped, all sorts of chaos. They said books weren't essential and so like it was hard to hit lists because you'd sell 10,000 copies of books in a week but Amazon was waiting two, three, four weeks to ship them because it wasn't... The way that the lists work is, how many did you sell in retail outlets? How many do you sell on USA today? All the things. And so when you have the big push, but then some books aren't being counted four or five weeks later because Amazon doesn't consider them essential. They're not sure when they can glut. Normally it takes 10,000 books or something to hit a bestseller list. We hit over 100,000 to be able to do it. It was way harder, way more stressful, but we got it. But it was easier to sell because I had more time. Anyway, a lot of pros with that. Plus it was crazy because in the beginning of the book I talked about there's a storm coming and then literally it was like, we're in the middle it. You should give this book right now... Josh: Literally right now. Russell: I think I'm similar to you. I think a lot of people in our community where it's just like, my mind is always spinning. I can't stop. Josh: I cannot shut it off ever. Russell: It's like there's got to be something I got to be thinking about. And again, it was harder me to find stuff for me to geek out on inside of marketing and business. It was just hard to find the next... I don't know. Every level you get to, it's harder to find the next level. I'm sure there's time where Michael Jordan's like, "I can't find people to push me anymore." Where do you go? And it's just like- Josh: Yeah. Like Tom Brady in the NFL just completely dominating every team that's out there. Yeah. That's right. Russell: Anyway. So not that I'm that level or anything. Josh: Right. Right. Right. Russell: For me it gets harder and harder- Josh: Likewise. Russell: To find things. I have to dig so hard to find the gold. And so I started just looking again at some of these things. And that's when I stumble on this book and just like, every page is gold and it's like I'm lit up again. I'm on fire. Again, I talked about earlier, for me one of my highest values is ROI. What's my return on my investment. So I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, "What's the platform?" That's why I'm like, "Everyone go read this." I need to have this conversation with somebody. So having Dave reading it, everybody can get to read it I'm trying to read so I can get this conversations. Then when you're like, "Hey, do you want to talk about a podcast?" I said, "Yes." You forged some of this stuff because it's in me and if I can't contribute, it seems like I'm wasting it. And so there was this, there was other things. And I started looking more and more. Right now I've got five kids. Three of my kids are teenagers now and teenagers have been way harder than I ever thought or expected. It's weird. Kids are really fulfilling, but man teenagers have been just... It's different for me. I'm feeling like I have to grow to understand myself, but to also understand them. And what I envisioned my kids as teenagers are going to be what it is, has been so much different. I think for me, at times it got me depression, sadness and these things. And I was like, "I shouldn't be depressed this time in my kid's life. This is the greatest time I could be with them but I got to shift my mind." So it was me trying to do some work on myself, to fix myself. Not fix myself, but to get myself in a spot where I could enjoy the season. And then number two is how do I serve them now at this point? Because I envisioned the way I was going to serve my kids was when my dad did. Where I was like, he drove me to wrestling practice and we traveled the world, we worked out super hard because that's what I needed and I assumed that that's what my kids are going to need and it's not. That's not what they want. They want almost the opposite of those things. I'm like, "But I have these gifts. These skills I can give you." They are like, "I don't want them." I'm like, "I can help you start a business." Like, "We don't care." I get them value money because they've always had it. It's like all these things. Every gift that I have, it's like all my unique abilities I want to give my kids, they don't want it. So I'm learning this thing of well, instead of me trying to give my kids these things that I think that were so valuable to me. It's like, I have to sit back and understand what's actually valuable to them, which is so much harder and I'm learning this process. And so as I'm going through this lens of trying to learn these things, understand them, trying to figure them out for myself and I'm stumbling upon things like this and other things. It just got to a point where I was like, "I need to write this book first off for myself." If anyone who's done it, there's this weird thing as you start reading, you start seeing connections. You don't see any other spot. I feel like God opens up insights to you. They're just magical. Like I remember- Josh: When you start writing. Russell: Yeah. Josh: Yeah 100%. Russell: You have to get deep in a topic, you have studied all these things to figure things out. And I remember the first time I really understood this is, after I finished Traffic Secrets, I wanted to reedit DotCom and an Expert Secrets to publish the trilogy. So I went back. I remember reading those books and I was like, "Where did this stuff come from?" I was like, "This is good crap. I don't remember saying this or thinking that." I couldn't remember and- Josh: Interesting. Russell: It's the weirdest thing going back and fighting things. Somehow that was given to me because that was not something that I just intuitively knew. And I feel like for me, I wanted to start the book journey because I'm searching for these answers. The premise of the book is not, "I have all the answers, let me give them to you." I'm in the season where I'm going through it again and let me share through I'm learning on this journey because I'm learning some amazing things. And as I'm sharing as I'm writing them, again these insights keep popping in and it's fascinating. So I'll be doing something, I'll be doing something and I have a doodle. I'm like, "Oh my gosh." I run to Dave I'm like, "Look at this." He's like, "What am I explaining?" He's like, "I never saw it before." New to that. It showed up when I'm in this intense time. And so it's been fun as I'm writing it because these insights are coming at a speed that they don't normally come in. Josh: And I think also- Russell: It's really funny. Josh: I think... Hold that train of thought. I want you to keep going on that. But I've noticed that as well, when it comes to reading books. Reading a book and then applying the book, those are two very different things. I have read Expert Secrets, Dotcom Secrets, Traffic Secrets. And I'm going through, I've not read the hardcover of Expert Secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it and it's- Russell: You started the hardcover? Josh: Yeah. I'm going through, I'm listening to it and I'm reading it and I'm taking notes- Russell: Get the hardcovers. They're way better than softcovers. Josh: So I'm going through all this stuff. For the last four or five, six months, all I've been doing, I have no front end products of my own. I'm not building anything. All I'm doing is working with big campaigns on the backend. It's like full out stuff. We're doing stuff with cash phones. All these stuff is up and I'm going through and actually inboxed you. I was like, "Dude. People say they've read this book but they haven't." They've read the words, but it's totally different when you actually experience it. And you're watching where it all fits in and you start to see how it all clicks together. So that broke from the reverse angle of when you're writing it and trying to put it on in together is what you're talking about here. Russell: Yes. It's super fascinating. So it's been fun. I'm excited. So my goal, I'm trying to get it done by summer for it to be a launch in March. So if you published traditionally, this publishing schedule is really, really long. So if you are going to read it in March, I'd have to have it done by June. Josh: If we want to read in March of next year, you have to have it done by June this year. Russell: Yeah. Josh: Dang. Russell: So that's where I'm at. So I'm also with the first section of the book and there's four sections. Back then this month I spent the section number one and then that's where I'm at. Josh: Do we get to know what it's called? Do you have a title yet? Russell: I do. I don't want to show a title yet because I don't want someone going and- Josh: Oh, that's true. Russell: "You guys all suck." And buys those domains up and they start like SEOing me and beating me and all that stuff. But it's going to be cool. It's a study of two things. So I'll give you this part. This is the subtitle. So subtitle, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. These two things. How do achievers achieve? And then how do you actually get fulfilled? Because it's fascinating. I think- Josh: Interesting. Russell: I see my own life. I achieve something thinking that, "When I achieve this thing, I'm going to be fulfilled and happy and everything." And you achieve the thing and you're like, "I'm not happy." And you figure that achievement and fulfillment, they don't work hand in hand. It's a science of achievement, which that's why science achieves more scrutiny. It's like, "Here's a step-by-step process to get this result." I want to be state champion wrestler here's a step by step process. Boom, got it. I want to be a known American step-by-step process. Got it. I want to start a business, step-by-step. Science. It's not thinking, you just follow a process and you get it. So for me, achievements always come easy. Anything I ever want in my life I've achieved it because there's a science. I figured out. Fulfillment's art, it's different. It's not follow these steps and you become fulfilled. The yin yang of these two things. And it's so fascinating. I've been going deeper into it and seeing the pattern appear over and over and over again, all these different things. And how do you apply it to your life? And there's so many cool things in this book that don't necessarily talk about science of achievement and fulfillment but they're all in here. The patterns in here over and over and over again. So it's pulling it from all these sources and showing it to everybody, that's what the book's going to do and then how to weave it all into aspects of your life anyway. So that's- Josh: One of the things and I'm sure you'll talk about it, but will be the balance of those two things. Because it's early on in my very young career of being 27 years old, but it was all about achieve, achieve, achieve, achieve. And there's always my mom's voice in the back of my head, it's like, "Things won't make you happy." "I know mom." Russell: Yes they will. Josh: Yeah. Yes they will. And then you get there. There have been moments in my life where right now in this moment I am completely fulfilled or I'm completely content and it's just like, I don't know what could make my life better. And it's not when I achieved anything, it's not when I did anything. But in that moment, whenever I take a step back and think about that moment, I have very little drive to go achieve anything more. And there's that balance of how do I stay fulfilled and content while also being driven to go achieve. Because for me and this is something I'd wrestled with and talked to Katie about it. And I'm like, "It's either one or the other. I can't be..." And she's like, "There's always another option. There's never black and white." And so balancing the two of those and understanding that. Like you said, they don't go hand in hand. They're separate things, I think it's really important and something that I'm trying to figure out and learn. Russell: So I got frustrated about all the times I achieve something and I'm so frustrated, why do I not feel how I thought I was going to feel and leads to depression or frustration or whatever. But when you start separating these are two different things I can achieve and I want to achieve, but how do I get fulfilled in the journey or separately from it and you start anyway. It's been fascinating and learning so many cool things and it's going to be fun to start sharing with everybody. I'm going to probably start in my podcasts, start dropping more and more things then getting deeper and deeper. More of the thoughts are going be flushed out. That's the weird thing about writing a book too, is initially I'm like, "Here's what I'm going to write." I write an outline of what the book is going to be and I write chapter number one. I was like, "Now this outline makes sense. You write that one" Chapter two. And so it's like, it's this rebuild, rebuild, rebuild. And by the time it's done, hopefully we'll find out. It'll be the perfect thing that's like, here's the frameworks you need. And for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book and this is going to be the chapter walking people through this concept of faith and fear. This doodle is a rough draft. I just tell you I sent this to you today. I'm like, "This is not the perfect doodle. I saw it. I'm not going to post it down below yet because this is partially done." It's going to be perfect by the time the book's done. I'm still thinking through and trying to get it right. And making it a simple form where I can understand it and hopefully it makes it easy for people to apply. But anyway, it's pretty cool. I think everyone should read a book. I think everybody listening should set that as a goal because when you do, just the act of writing the book will change your board. And I think anyone will understand. And when somebody asks, "What are you doing?" You're like, "I'm writing a book." Josh: That sounds very cool. Russell: There's no much cooler than that. Josh: Yeah. Yeah. For sure. Okay. I know you have a hard cutoff, so I want to be respectful of that here. So I want to end with one question here and that is specifically about reading books. It's interesting. I'm pretty involved in the ClickFunnels world. Those are my people as well too. And so those are the people that follow me and that I interact with and I talk to a lot and it's always interesting when I talk to people about reading versus action. And some people have this... I feel like there's weird thought that if you're a reader, you're not an action taker, which I'm like, "That's not true. That's not how that works." But anyway, for you, if you are early on in your career, early on in you journey of building your business and your funnels and putting everything together. Do you recommend? Going back and thinking of your life, were you a big reader early on? Did you do a lot of reading or were you more action taking and looking back, would you recommend people read more, take more action? What's that balance? Because it's very easy. I know for me, I'm making time to read and then that's all I want to do. I'm like, "This is amazing." And then I'll take action. And so what's that Balance there? And what do you recommend as far as reading versus action? Russell: It's tough because some people read just because you get fulfillment or like there's- Josh: There's a good feeling that comes with reading. Russell: Comes with reading. Josh: For sure. Russell: So- Josh: It's a fake sense of accomplishment. Russell: Yes. So this is my belief. I remember when I first got started, I was reading a lot, I was listening, I was going to seminars. I remember at first it always frustrated because I was learning all this stuff and I was getting it but I had nowhere to use it and I was trying to use it all. That's why I think I launched... I can't remember. A couple of funnels by measure. It was like a 106, 116 or something funnels I launched before ClickFunnels. And that's because every idea that came to me, I was like, "I have to create something." I create this and I create this. I was creating funnel and funnel and coaching program. I joined Dan Kennedy's mastermind and they talked about, "You should have mastermind groups." So at the event I launched a mastermind group. I'm like, "You should have phone sales." We started phone sales and "You should be doing seminars." We launched a seminar. Every idea that came, I launched it. But man, I got a point where I was drowning. Because we had 8,000 things we're doing and nothing really worked. And I remember always feeling guilty because these ideas are coming to me. I'm thinking, "These are gifts from God. These are inspiration. I need to have these things." And it wasn't until... I don't remember when. But somewhere down the line, I realized that, "I don't actually have to take all these different things and do them, but I can understand them." Because I enjoy learning, understanding. So I would take them into my mind and literally put them on a shelf. I remember there's this Dan Kennedy on how to do high ticket, air exclusive program. So when we were listening to it, there's talking about franchise and this. All of a sudden, this is amazing. So I was taking it because I enjoyed the learning of it. And then I was like, "I'm not doing this right now." I'm so stretched thin, but I enjoyed the learning. So I'm flying an airplane, listening to this audio book or whatever. If I'm going to put it over here, I'm just categorizing and I put it over here in my brain. Like, "Hey. If I ever wanted to go back and do that, I know where it's at or at least put over here." So I started learning because I enjoyed learning but I didn't have to implement everything. And I've put things in these different spots. At the same time I had a very clear vision. This is definitive purpose. I had a vision. So I'm trying to execute on something I'm trying to do. So as I'm learning, when something came that crossed my mind I was like, "That's the next step. I could grab it and plug it in and I could use it." If it didn't. I'm like, "That's awesome. Put it right here. Someday I'm going to use that in future." And I talked to… James Friel and I talked about because he has a Trello board. He calls his shiny penny Trello board where anytime you have a great idea- Josh: Yeah. I have one of those. Russell: Instead of trying to implement, he puts it on his Trello boards. Keeps your ideas. I think for most entrepreneurs, every idea is like your baby, like "This is the greatest idea of all time." Josh: Yeah. I have a Trello board called Josh's brain. Russell: Oh awesome. This pre Trello because I remember getting a note card. I had three by five note cards and when I had the ideas, I put them in there, I put them there. And somebody I'm going to come back to this and I get ideas and put them there. I kept putting them there either in a note card or somewhere else. And it's crazy. And I fast forward. Man, I think it's 19 or 20 years, I'm doing this now. So whatever it is. Almost two decades. And it's really cool because when I coach people now and this is my inner circle so I have people in here I'm coaching and someone would appear on stage and they're stuck with a problem and they're frustrated. They're like, "I don't want to do this thing." And all of a sudden out of the back of my mind pops up this thing and it comes into my- Josh: Exactly. Russell: I have this thing. I'm like, "Oh my gosh. Where did that come from?" It's because I learned it. Because I read this book here, I saw this thing over here and all these things. And so I think a lot of times we have to understand that learning is fun. So enjoy it. Don't be like, "I'm not going to read because..." Reading is awesome. Read, learn, do those things, but also understand, what is your mission? Stephen Larson talked about this two funnel hiking lives ago. He called it just-in-time learning. It seems like if you are going to read the book you need... I agree with that except for this is a better pastime than watching movies. So let's read, let's study. But having your path, this is my goal, this is where I'm going to go. If you join my coaching program, we're going to talk about what's the first funnel. That's what we focus on. Don't do anything else, just focus on that. You can learn other things, but categorize them or wait until you're ready. And then as you get pieces right. I need that, I need that and figure out the next steps. I think that's how I would do the yin yang of both of those. Because I'm the same way. I'm learning so many things or study things or I find things are awesome that I'm not going to use but someday there'll be someone I come upon that that nugget is going to be the thing that unlocks something for them and they're going to super grateful. So, anyway. Josh: All right. Well man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to, so thank you man. I appreciate it. Russell: No worries. And hopefully all you guys, two things I want to say. Number one, I'd highly recommend reading this book and read through the lens of this. The first time I didn't know where I was going. So I was all over the place and just freaking out. But look at the lens of Faith and Fear of, I don't want to be a drifter. I want to be somebody spiritually, mentally, and physically free. Look at that and start looking at everything he talks about from this lens and just look at it as protections of you that will be there to get to the spot where you're learn 2% or how to keep yourself from becoming a drifter or if you are drifter shift yourself back. And looking at this, because it's this guide book of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. Josh: And- Russell: This is huge. Josh: The thing that I would say we didn't have time to get to it, but I would say too is understand that it's not... If you're religious, understand that there's probably going to be some things that the devil is like, "You don't need God, you don't need me." Some of the things that are going to be in there, like Russell said, 97% is good, 3% is bad. Don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this. And any single time that I've ever had success at anything when I look back, it follows very closely to the principles that were taught here, so anyway. Russell: That's awesome. And then wait until next March to buy my book. Josh: And I will be the number one affiliate. So hopefully you all can be number two, three, four. That's cool. That's going to be super, super cool. So Russell, thank you so much, man. I appreciate it. Love to do it again for The Book of Mormon or something like that and all right. All right guys, that's it. Russell: Thanks everyone. Josh: As always, hustle, hustle. God bless. Don't be afraid to think different because those of us who think different are going to be the ones who change the world. I love you all. See you soon. Russell: Bye everybody. Josh: See you. Learn more about your ad choices. Visit megaphone.fm/adchoices

Air Transat presents two friends traveling in Europe for the first time and feeling some pretty big emotions. This coffee is so good. How do they make it so rich and tasty? Those paintings we saw today weren't prints. They were the actual paintings. I have never seen tomatoes like this. How are they so red? With flight deals starting at just $589, it's time for you to see what Europe has to offer. Don't worry, you can handle it. Visit airtransat.com for details. Conditions apply. AirTransat.

Travel moves us. What's up, everybody? This is Russell Brunson. Welcome back to the third and final episode from the Outwitting the Devil interview with Josh Forty. Hopefully you enjoyed the first two episodes. If you missed any of them, go back and listen to episode one, two. This is part three of three. In this one, Josh started asking me questions about my new book and what I'm like, why I'm geeking out on, you know, why

I was so excited about winning the devil, but how I'm using this, why I'm writing my fourth book and a bunch of other really cool things. So I hope you enjoy it. And if you've enjoyed this interview series, please let me know, let Josh know the best way to do that is take a picture of any of these on your phone, post them on your social media, tag me in him and let us know what you thought about the episodes. Thanks again, you guys. I appreciate you all for listening. With that said, let's queue up the exciting conclusion of the Josh Forty, Russell Brunson, Outweighing the Devil podcast interview.

So the big question is this. How are entrepreneurs like us, who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable that is the question in this podcast will give you the answers my name is Russell Brunson and welcome to marketing secrets okay I do want to I want to do this because we're talking about all these amazing books and I do wanna do this

because we're talking about all these amazing books. And I don't know, this is probably like two, three weeks ago, maybe it was a little bit longer than that. You start hinting on Instagram about this book and I'm like, oh my gosh, another book? What could it possibly be? And then last week I'm out here and you start telling me about it and like what it is.

And it's not a marketing book. It's the next piece and it's your first ever, and I don't want to spoil it for him, but I'm going to say it's like your first ever take at personal development. Like talk to us about this book. When is it coming out? Like how did this come about? And like the details of that. Because I'm super, super excited for it.

Yeah. I think it's my first. I think it's my only. Hopefully. But I said it about. I don't believe that at all. There's going to be a trilogy for. Russell, you're going to be writing books too.

Writing is so painful. But this one, again, it's me coming back. We launched Traffic Secrets. The world goes chaotic, and I have more time, and I'm trying to just occupy my brain. Which, by the way, how perfect time – I mean, my heart was completely broken when you had to cancel the Traffic Secrets event because I was supposed to speak there. I was like, no.

But how perfect of a timing was traffic secrets there are pros and cons of it it was really good from a selling book standpoint it's really hard for like a new york times bestseller list which we actually hit which is i'm still freaking out about it was tough because like amazon wasn't shipping books things weren't shipped like all sorts of chaos like they said books weren't essential and so like it was hard to hit lists because you'd sell 10 000 copies of books in a week but amazon was waiting two three four weeks to ship them because it wasn't and so like they it was hard to hit lists because you'd sell 10,000 copies of books in a week, but Amazon was waiting two, three, four weeks to ship them because it wasn't. And so like they, they wouldn't, the way that the lists work is like, how many did you sell

in retail outlets? How many did you sell on, on USA Today? Like all, they're all the things, right? And so like when you have the big push, but then some books aren't being counted for like four or five weeks later, cause Amazon doesn't consider them essential. They're not showing up in the good luck. It's like what normally takes 10,000 books or something to hit a bestseller list.

We had over a hundred thousand to be able to do it. Like it was way harder, way more stressful, but we got it. But it was like, anyway, but it was easier to sell because I had more time. Yeah. Yeah. Yeah. So there's a lot, anyway, a lot of pros with that. Plus it was crazy because like in the beginning of the book, I talked about there's a storm coming

and then literally it was like, we're in the middle. You should get this book right now. Literally right now. But anyway,, we're in the middle. But anyway, so I was in the season where, um, I think I'm similar to you. I think a lot of people in our community where it's just like, my mind's always spinning.

I can't stop. Yeah. I cannot shut it off. It's like, there's gotta be something I gotta be, be thinking about. And, um,

it, again, it was harder for me to find stuff for me to like geek out on inside of marketing and business. Like it was just hard to find the next, I don't know. Every time you get every level you get to, it's harder to find the next level. Right. Like I'm sure the time of Michael Jordan's like, I can't find people to push me anymore. Like, where do you, where do you go? You know? And it's just like, yeah, like Tom Brady in the NFL, just completely dominating every team that's out there. Yeah,

that's right. Anyway. So not that I'm that level or anything, but for me it gets harder and harder to find things. And I have to dig so hard to like find like the gold, right? And so I started just looking again at some of these things, right? And like that's when I find, like I stumble on this book and it's just like every page is gold

and it's like I'm lit up again. I'm on fire. I'm just like, but then for me, it's like, again, I talked about this earlier, like for me, like one of my highest values

is ROI, like what's my return on my investment? And so I'm learning these things. I'm growing myself personally, but I'm feeling empty because I'm not sharing them. So it's like, what's the platform? That's why I'm like these things i'm growing myself personally but i'm feeling empty because i'm not sharing them so it's like what's the platform that's why i'm like everyone go like everyone go read this i need to have this conversation with

somebody like so i'm having you know dave reading it like everyone i can get to read i'm trying to get to read so i can have conversations then when you're like hey do you want to talk about our podcast like yes like let me spew forth some of this stuff because like it's in me and i can't if i can't contribute it seems like i'm i'm wasting it and so there's this there's other things and i started looking um more and more like, you know, and right now I've got five kids. I've got three of my kids are teenagers now. And man, teenagers have been way harder than I ever thought or expected. But I mean, it's really, it's weird.

Kids are really fulfilling, but man, teenagers have been just different for me. And like, I'm feeling like I have to grow to understand myself, but I also understand them. And like, and what I envisioned my kids as teenagers are going to be what it is has been so much different. I think for me, like at times it got me like depression and like sadness and these things. I'm just like, I shouldn't be like depressed at this time in my kid's life. This is like the greatest time I could be with them, but I got to shift my mind. And so it was me trying to like do some work on myself to like fix myself and not fix myself, but to get myself in

a spot where I could enjoy the season. And then is how like how do i serve them now at this point yeah because i thought i thought i envisioned that way i was gonna serve my kids was the way my dad did right where i was like he drove me to wrestling practice and we like traveled the world we worked out super hard because that's what i needed right i assume that that's what my kids were gonna need and it's not like that's not what they want they want like almost the opposite of those things i'm like but i have these gifts these skills i can give you right like i don't want them they're like i can help you start a business like, right? Like, I don't want them. They're like, I can help you start a business.

Like, we don't care. They don't value money because they've always had it. You know what I'm saying? All these things are like every gift that I have, it's like all my unique abilities, I want to give my kids and I want them. So I'm like, okay. I'm learning this thing of like, well, instead of me trying to give my kids these things that I think that were so valuable to me, it's like, I just sit back and understand like what's actually valuable to them, which is so much harder. And I'm learning this process. And so like, as I'm going through this

lens of trying to learn these things, understand them and trying to figure them out for myself. And I'm stumbling upon things like this and other things. Um, it just got pointers. Like I need to write this book first off for myself. Like when you write books, if anyone who's done it, like there's this weird thing is you start reading, you start seeing connections, you don't see any other spot. I feel like God opens up insights to you that are just magical. Like I remember when you start writing. Yeah. Yeah. A hundred percent. You have to deepen a topic. You have to study all these things to figure things out. And like, I remember the first time I really understood this is after I finished Traffic Secrets, I wanted to rewrite and run reedit.com and Expert Secrets and Publisher Tr a trilogy. So I went back and I'm reading those books.

And I was like, where did this stuff come from? I was like, this is good crap. Like, I don't remember saying this or thinking like, where did this, I couldn't remember. And I was like, it's the weirdest thing going back and finding these things. Like that was like, somehow that was given to me. Cause that was not something that I just intuitively knew.

Right. And I feel like for me, I want to start with a book journey because it's like, I'm trying to, I'm searching for these answers. Like the premise of the book is not like i have all the answers let them give them give them to you it's like i'm in the season where i'm going through it again and like let me share through i'm learning on this journey because i'm learning some amazing things and as i'm sharing as i'm writing them again these insights keep popping in and it's it's fascinating so like i'll be doing something i'll be doing something else and i'm like i have a

doodle i'm like oh my gosh i ran a day i'm like look at this he's like what am i explaining he's like i never saw it before my new that like it just my gosh, I ran into Dave. I'm like, look at this. He's like, what am I explaining? He's like, I never saw it before. I'm like, neither did I. Like it just, it showed up when I'm in this, in this like intense like time. Right. And so it's been fun as I'm writing this. Cause I'm like, these insights are coming at a speed that they don't normally come in. And I think also like, I think, hold that turn of thought.

I'm not, I want you to keep going on that. But like, I've noticed that as well, when it comes to reading books, reading a book and then applying the book, those are two very different things. Like I have read expert secrets, dot com secrets, traffic secrets. Right. And I'm going through, I've not read the hardcover of expert secrets. I've only read the soft cover. So right now I'm going through and yes, two nights ago I started it.

And it's all like the hardcover. Yeah. The hardcover. I'm going through, like, I'm listening to it and I'm reading it and I'm taking notes. They're way better than this. So I'm going through, I'm like, you know, all this stuff. But like, I've been, I mean mean for the last like four five six months like all i've been doing like i have i have no front-end products of my own right i'm not building

anything all i'm doing is like working with like i'm big campaigns on the back end right it's like full-on stuff we're doing stuff with cash flow and all this stuff is up and i'm like going through actually vox you right i was like dude like people say they've read this book but they haven't like they've they've read the words but it's like totally different when you actually experience it and you're like watching where it all fits in and like you start to see how it all clicks together. So it's like that from the reverse angle of when you're writing it and trying to put it on in together. It's like what you're talking about here.

Yeah. Yeah. It's super fascinating. You just, anyway, so it's been fun. Um, I'm excited. So my goal, I'm trying to get it done by summer for it to be able to launch in March. So if you publish traditionally, the publishing schedule is really, really long. So if you guys want to read it in March, I have to have it done by June.

If we want to read it in March of next year, you have to have it done by June this year. Dang. So that's kind of where I'm at. So I'm almost at the first section of the book, and there's four sections. Back then this month, I just read section number one, and then that's kind of where I'm at. Do we get to know what it's called? Like do you have a title yet? I do, I don't want to show the title yet

because I don't want something like going in. Oh, that's true. You guys all suck. I'm just kidding. Yeah, so everybody's all domains up and they start like SEOing me and beating me and all that stuff. But it's gonna be cool.

It's a study of like two things. So I'll give you this part. This is a subtitle. So subtitle, something Tony DeRobbins talks a lot about, but it's a study of like two things. So I'll give you this part. This is a subtitle. It's a subtitle. Uh, something Tony Robbins talks a lot about, but it's the science of achievement and the art of fulfillment. Like these two things, right? How do achievers achieve? And then how do you actually get fulfilled? Cause it's fascinating. I think I just do so much. I see my own life. Like I achieve something thinking that when I achieve this thing, I'm going to be fulfilled and happy and everything. Right. And you achieve the thing and you're like, I'm not happy. And you figure out the achievement and fulfillment are not they don't work hand in hand they're too complete it's a

science of achievement which that's why like science of achievement works good for me it's like here's a step-by-step process to get this result right i want to be a champion wrestler here's a step-by-step justice boom got it i wanted to be an all-american step-by-step process got it i want to start a business step-by-step like science right it's not thinking it's you just follow process and you get it so so for me achievements always come easy like anything i've ever wanted my life i've achieved because there's a science i figured out right fulfillment's art it's different it's not follow these steps you become fulfilled right it's it's like that's the studies like how do you the yin yang of these two things it's like it's so fascinating i've been going deeper into it and like seeing the pattern

appear over and over and over again all these different things and how do you apply it to your life and like there's so much so many cool things in this book that don't necessarily talk about science of achievement and fulfillment, but they're all in here. Like the patterns in here over and over and over again, pulling it from all these sources and showing, showing it to everybody is what the book's going to do. And then how to weave it into all the aspects of your life. Um, anyway, so that's one of the things I, and I'm sure you'll talk about it, but will be the balance of those two things where, cause it's like early on in my very young career of, you know, being 27

years old, but like, it was all about like achieve, achieve, achieve, achieve. And there's always like my mom's voice in the back of my head. It's like, things won't make you happy. Right? Like, you know, I'm like, I know mom, but yeah, yes, they will. Right. And then you get there. And then like, there have been moments in my life where I'm like, I am like right now in this moment, I am completely fulfilled or I'm completely content. And it's just like, I, like, I don't know what could make my life better. And it's like, not when I achieved anything, it's not when I did anything, but like in that moment, whenever I take a step back and like, think about that moment, I have very little drive to go achieve anything more.

Right. And there's that balance of like, how do I stay like fulfilled and content while also being driven to go achieve. Right. Because for me, like, and this is something I've like wrestled with and like fulfilled and content while also being driven to go achieve right because for me like and and this is something i've like wrestled with and like talked to katie about it and i'm like it's either one or the other like i can't be and she's like there's always there's always another option it's never black and white right and so like balancing the two of those and like understanding that like you said they're not they don't go hand in hand like they're separate

things i think is really important and something i'm trying to figure out and learn what is what people get so i got frustrated about like all the times I achieve something and I'm so frustrated, like why do I not feel how I thought I was going to feel, you know, and like leads to depression or frustration or whatever. But when you start separating, like these are two different things I can achieve and I want to achieve, but how do I, how do I get fulfilled in the journey or separately from it? And like when you start, anyway, it's been fascinating. I've been learning so many, so many cool things and it's gonna be fun

to start sharing with everybody. I'm gonna probably start in my podcast, start dropping more and more things so I'm getting deeper and deeper, more, you know, more of the thoughts

are gonna be flushed out. That's the weird thing about writing a book too is like, you know, initially I'm like, here's what I'm gonna write. I write an outline

of like what the book's gonna be and then I write chapter number one and I was like, none of this outline makes sense. I read the outline and then I read chapter two and I'm like, and so it's like, it's this rebuild, rebuild, rebuild.

And by the time it's done, hopefully we'll find out it'll be the perfect thing. That's like, here's the frameworks you need. And like this, for example, this whole concept here, there's a chapter that's going to be taking the frameworks from this book. And this is going to be a chapter walking people through this concept of faith and fear.

This doodle is a rough draft. I was telling you, I sent this to you today. I'm like, this is not the perfect doodle. That's why I'm not going to post it down below yet. Cause it's like, this is partially done. It's going to be perfect by the time the book's done. I'm still like thinking through and trying to like get it right.

Making a simple form where like I can understand it. And hopefully that makes it easier for people to apply. But, um, it's, uh, anyway, it's pretty cool.

I think everyone should write a book. I think everybody listening should set that as a goal because when you do just the act of writing the book will, will change you more than I think anyone will understand. And when someone asks you, like, what are you doing? You're like, I'm writing a book. That just sounds super cool. There's not much cooler than that.

Yeah, yeah, for sure. Okay, I know you have a hard cut off, so I want to be respectful of that here. So I want to end with kind of like one question here, and that is specifically about reading books. It's interesting. Like, I'm pretty involved in the ClickFunnels world, right? Like, I mean, those are my people as well,. And so like, those are like the people that follow me and that I interact with. And I like talk to a lot. And it's always interesting when I talk to people about reading versus action. And it's like, some people have this, like, I feel like this

weird thought that like, if you're a reader, you're not an action taker, which I'm like, that's not true. That's not how that works. But anyway, for you, if you are early on in your, early on in your career, like early on in your journal, your journey of, you know, building your, your business and your funnels and like putting everything together, like, do you recommend like going back and thinking in your life, were you a big reader early on? Like, did you do a lot of reading or were you more action taking? And like, looking back, like, would you recommend people read more, take more action? Like what's that balance? Cause like, it's very easy. I mean, I know for me, I'm like making time to read and then that's all i want to do i'm like this is amazing right and

then i will take action like this is and so it's like what's that balance there and like what do you recommend as far as reading versus yeah like reading versus action it's tough because some people read just because it's like like you get fulfillment or like there's there's a good feeling that comes with yeah for sure it's reading so it's a fake sense of accomplishment yes so this is this is my belief um i remember when i first got started i was reading lives listening i was going seminars i remember at first it always frustrated because i was learning all this stuff and i was getting i'm like but i had nowhere to use it and i was trying to use it all that's why like i think i launched i think i can't remember a couple fun hack lives i measured it was like 106 or 116 or something funnels I launched before ClickFunnels.

And that's because every idea that came to me, I was like, I have to create something, I create this and I create this, and I was like, creating funnel and funnel and coaching program, and like, I joined Dan Kenney's mastermind, and they talked about, you should have a mastermind group. So at the event, I launched a mastermind group.

They're like, you should have phone sales. So I like, we started phone sales, and they're like, you should be doing seminars. We launched a seminar, like, all the, every idea that came, I launched it. Right. But man, I got to the point where I was drowning because we had 8,000 things we're doing and nothing really worked.

And I remember always feeling guilty because like these ideas are coming to me. Like I was thinking like, these are like gifts from God. These are inspiration. I need to have these things. And it wasn't until, I don't remember when, somewhere down the line, I realized that like, I don't actually have to take all these different things

and do them, but I can understand them because I enjoy like learning, understanding. So realized that like, I don't actually have to take all these different things and do them, but I can understand them. Cause I enjoy like learning, understanding. So I would take them into my mind. I'd literally like put them on a shelf. Like, Oh,

this, I remember this, this Dan Kennedy on how to do high ticket air exclusive programs. I remember listening to it. And it's like, there's talking about franchises and this and all this stuff. I was like, this is amazing.

So I was taking it cause I enjoyed the learning of it. And then I was like, I'm not doing this right now. I'm so stretched thin, but I enjoy the learning. So I'm flying an airplane, listening to this audio book, whatever, but I'm going to put it over here and I'm just categorizing and I put them over here in my brain. Like, Hey, if I ever, if I ever wanted to go back and do that, I know where it's at

where things come back, put over here. So I started like, like learning cause I enjoy learning, but I didn't have to implement everything. And I've put things in these different spots. Right. At the same time, I had a very clear vision. Like this is different in purpose. Right.

I had a vision that I'm trying to execute on this from trying to do. So as I'm learning, when something came that, that, that crossed my mind, I had a very clear vision. Like this is different in a purpose, right? I had a vision, so I'm trying to execute on this, so I'm trying to do. So as I'm learning, when something came that crossed my mind, I was like, that's the next step, I could grab it and plug it in and I could use it. If it didn't, I'm like, that's awesome. I'm right here, someday I'm gonna use that in the future. And I talked to this, James Ferrell and I talked about this

because he has a Trello board, he calls this shiny penny Trello board, where like anytime you have a great idea, like instead of like trying to implement it, he's like, I put it over Trello boards, like your ideas. That way it's like, cause for me, I think for most entrepreneurs, every idea is like your baby. Like this is the greatest idea of all time. Yeah. I have a Trello bar called Josh's brain. Oh, I did that. This is pretty Trello. So I ended up getting, I remember getting a note card. I had the three by five note cards and the whole thing. And so I, when I had the ideas, I put them in

there, I put it there, right? And like, someday I'm gonna come back to this and I get all ideas and I put them there. I kept putting them there either in a note card or something somewhere else. And it's crazy. Now I fast forward, man, I think it's 19 or 20 years. I'm doing this now. So whatever it is, almost two decades. And it's really cool. Cause when I coach people now, and this is my inner circle room. So I have people in here, I'm coaching them. And someone will be up here on stage and they're stuck with a problem. They're frustrated, like, I don't wanna do this thing.

And all of a sudden out of the back of my mind pops up a thing and it comes in my mind. And I have this thing, I'm like, oh my gosh, where'd that come from? It's because I learned it. Cause I read this book over here, I saw this thing over here and like all these things. And so I think a lot of times we have to understand

that like learning is fun. So enjoy, don't like, don't be like, I'm not gonna read cause I don't like. Reading is awesome, read, learn, do those things. But also understand like you need understand that like, like learning is fun. So enjoy, don't like, don't be like, I'm not going to read. Cause I don't like read is awesome. Read, learn, do those things. Um, but also understand like you need to have to like, like, what is your mission? Stephen Larson talked about this, uh, two funnel hacking lives ago. Like he called it just in time learning. Like, and so he was like, I only read the book that you need, which I don't, I kind of agree with that except for like, this is a better pastime than watching movies. Right. So like,

let's read this, this study. Right. Yeah. But having your path, like, this is my goal. This is what I'm going to go. Um, like if if you join my coaching program like we're gonna talk about what's first funnel that's what you focus on don't do anything else like just focus on that you can learn other things but categorize them away until you're ready and then as you get pieces they're like that's i need that i need that and like figuring out the next steps i think that's kind of how how i would how i would do the yin yang of both of those because i'm the same way like like i'm learning so many things that you know are studying things or I find things that are awesome that I'm not going to use.

Someday there's going to be someone I come upon that that nugget is going to be like the thing that unlocks something for them and they're going to be super grateful. So yeah. Anyway. All right.

Well, man, thank you. I really appreciate you taking the time to do this. This is so much fun. We could talk for hours, but we do have to wrap it up there. We've got a little something to get to. So thank you, man. I appreciate it.

All right, funnel hackers, listen up. It's 2025. And let me ask you, are your B2B ads actually driving results or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people, but here's the game changer. LinkedIn ads. LinkedIn isn't just another ad platform. It's the place where professionals live. I'm talking about the decision makers you dream about working with. CEOs, VPs, C-suite powerhouses, 130 million of them all in one place. And LinkedIn gives you the laser sharp targeting to reach them by job title, company, and even industry.

Imagine how your business could scale if your message hits the right inboxes every time. Now, here's the kicker. LinkedIn delivers up to five times higher ROAS than other platforms. Yeah, you heard me right. Five times more return on every ad dollar. And that's because LinkedIn's professional environment is made for people who actually take action. This isn't where people scroll mindlessly.

This is where they're making decisions. So stop playing small because it's time to level up. Start converting your B2B audience into high quality leads today. And to get started, LinkedIn is offering you $100 credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be. Hey, funnel hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help

you crank out more sales pages, or a designer to refresh your landing pages or someone to do customer support to help you to handle your growing audience. The problem is you're swamped and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need. They make it fast, simple, and super effective. Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed's sponsored jobs, your post jumps straight to the top of the page so that the right candidates see it first. It's just like pulling your job out on a billboard for the exact person you need to hire.

And it works. Sponsored jobs on Indeed get 45% more application than non-sponsored jobs. Now here's the best part. With Indeed, there's no monthly subscription, no long-term contracts. You only pay for results. And let me tell you how fast this platform is. Literally in the time that we've been talking right now, 23 people have been hired on Indeed worldwide. Imagine finding your dream hire while your competitors are still waiting through job boards and job boards that don't deliver. So here's what you need to do right now. Go to indeed.com slash clicks right now and get a $75 sponsored job credit board

to boost your post visibility. That's indeed.com slash clicks. Support the show, save time, and find your next hire faster. Remember, when it comes to hiring, Indeed is all that you need. No worries, and hopefully for all you guys, two things I want to say.

Number one, I'd highly recommend reading this book and read it through the lens of this. Like I wish, the first time I didn't know where I was going. So I was all over the place and just like freaking out. But look at the lens of faith and fear of like, I don't want to be a drifter. I want to be someone who's spiritually, mentally and physically free, right? Look at that and start looking at everything he talks about from this lens and just look at it as like protections of either how to get to the spot where you're going 2% or how

to keep yourself from becoming a drifter. Or if you are a drifter, shift yourself back and like looking at this, cause it's like this guidebook of all the ways that the devil uses to shift you around. And when you're aware of it, man, it makes it so much more powerful. And like,

the thing that I would say, we didn't have time to get to it. But like, I would say too, is like, understand that it's not like if you're religious, understand that there's probably going to be some things that like when he taught,

like the devil is like, you don't need God. You don't need me. You can like some of the things that are gonna be in there. Like Russell said, like 97% is good, 3% is bad. Like don't let that prevent you from understanding the value and the power that's in this book because there is so much good stuff in this.

And like any single time that I've ever had success at anything, when I look back at like, it follows very closely to the principles that were taught in here. So anyway. That's awesome. And then wait till next March to buy my book. And I will be the number one affiliate.

So hopefully you all can be number two, three, four. That's cool. But it's gonna be super, super cool. So Russell, thank you so much, man. I appreciate it. We'll have to do it again for the Book of Mormon or something like that. And all right.

All right, guys, that's it. As always, Hustle Hustle. God bless. Don't be afraid to think different because those of us that think different are gonna be the ones to change the world. I love you all. See you soon.

Bye, everybody. See ya. Hey, everybody, this is Russell again. And really quick, I just opened up a texting community, which means you can text me your questions. And right now I'm spending anywhere between 10 and 30 minutes every single day answering questions through text message to people who are on the podcast. And so I wanted you to stop everything you're doing, pull your phone out and actually text

me a message. Okay. Now the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's going to happen is we'll add you to my phone and then they'll send you back a message where you can add me to your phone. And then we can start having conversations. On top of that, through this texting community is where I'm going to be giving out free swag, giving away free copies of my book. I'll let you know about book signings,

about times I'm coming to your local area, and a whole bunch more. So I want to make sure you are on this list. On top of that, every single day, I'm sending out my favorite quotes, my favorite frameworks, and things you can get for free only through my texting platform. So what you need to do right now is pull out your phone

and text me at area code 208-231-3797. One more time, that's 208-231-3797. I can't wait to hear from you right now.