The Russell Brunson Show - The Roundtable of World Changers (Part 1 of 4)

Episode Date: May 31, 2021

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

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Travel moves us. Hey, what's up, everybody? This is Russell Brunson. Welcome back to the Marketing Secrets Podcast. Boy, oh boy, do I have a treat for you. So if you've been listening recently, you know that a couple episodes ago I talked about a really amazing experience I had where I was able to take my kids down to Arizona with Matt and Kayla Maddox. We went and fed the homeless and we did a bunch of amazing things. And anyway, it was literally a life-changing experience for

not just for me, but for my kids as well. And it was amazing. And the last day after we had done with all the fun things we had planned, we actually sent my kids to go stay with one of their friends who lived down there. Then we went out, me and Matt and Caleb and some of the friends went out to sushi. We got done eating, I don't know, 10 o'clock, 11 o'clock at night. Then we decided to do a podcast interview. Instead of just going and just us doing a two-person podcast interview, Matt Maddox had a great idea.

He's like, we should do more like a roundtable and invite a bunch of people. And so we tried three or four different office places to go and to record this podcast interview. And finally, someone allowed us to use their penthouse. So we ended up getting there, I think like 11 or 12 o'clock at night or something. And it was cool because Matt, it was for Matt's podcast. So he was doing the interviewing and then he had Caleb there. He had a bunch of Caleb's buddies there. And then there was a room full of young entrepreneurs, people who, you know, some of them are in twenties and young, late thirties or assuming early thirties. Um, just younger entrepreneurs were all like world changers who were trying to like figure out ways they can

change the world. Um, and it was inspiring to be in that room, just seeing the energy and excitement, you know? Um, you know, sometimes I feel like I've been playing this game so long and sometimes I get tired, right? Like it's like, uh, you know, midnight and I'm ready to go to bed and be the old man of the group. And these kids are just like on fire. And so it was, it was an amazing experience. And we had a chance to do this podcast interview. It was like a round table of world changers. Um, and, uh, it started with Matt asking me questions and then he would open up and ask Caleb, like, uh, it started with Matt asking me questions and then he would open up and ask Caleb, like, Hey, what do you want to ask Russell? And then what else? And, and it was crazy because this, this round table went from, you know, everything from how to make

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

questions and I'll give you some advice, like what I've found along the way. And I'm, you know, and I haven't done this game perfectly, but I've done my best and I've had some success and hopefully something I share will help you guys on your journey. And so that's kind of what it was. And it's, it was really fun. Now this interview went from, you know, planned like an hour to end up being like almost three, three and a half hours long or something crazy like that. So instead of just having one super long podcast episode, we're going to chop this into four sessions. Each one's about 40 or so minutes long. And that way you can kind of listen to it over the next couple of weeks, which should be a lot of fun. And so this first episode is going to be 42 minutes long. And we talked about so many cool things. I'll kind of

give you just a glimpse and then you'll have a chance to dig deep. But, um, one of the questions he asked initially was like, how did I get so excited about marketing and business? And I talked about, you know, little, little things I learned that had, that had success, right? Like changing a headline and how much increased my conversions, how much more money I made. And that got me obsessed with reading and learning and studying. Right. We talked about the early days back when I was doing teleseminars, live events. We talked about, um, my wife and I getting pregnant and what we had to go through to do that. We talked about being transparent and vulnerable. We talked about how so many people try to posture, thinking that's going to attract

people to them where it actually repels people away. We talked about the struggles I have as an introvert in this extrovert's calling. We talked about the sacrifices that we've had to make on this journey. We talked about legal woes, the ups and the downs, the hard parts that we don't talk about typically. There are a lot of things that aren't all sunshine and roses. We talked about those. We also talked about the book Atlas Shrugged and why that book meant so much to me and why there's times where I want to shrug. I want to walk away sometimes, but then what I'm trying to do so that me and other producers won't want to do that. Uh, we talked about, um, how to build up tolerance when you're starting new challenges and a whole

bunch more. Like, again, that was just the first 42 minutes, um, which is crazy. So hopefully, um, you guys are gonna love this. Uh, one thing that's super impressive, Matt Maddox is one of the best question askers I've ever met. And it was fun seeing him. Like, as we went out, like we, everyone we saw, we'd go to the grocery store and he's asking the clerk, you're checking us out grocery. Like, Hey, what's this is my son, Caleb. And what's the number one piece of advice you have for him? Like, yes, everybody. They asked the people on the streets, the homeless people. He asked them the same question. He asked the people who are our servers in sushi, like everywhere we went, he's asking question after question after question. In fact,

our sushi dinner before the podcast was like, we should record that too. It was like 200 questions as well. And so it was cool because Matt's so good at asking questions, but so is Caleb. And this entire group of world changers that they spend time with are all amazing question askers. And so because of that, this podcast went in a lot of different directions and we touched upon a lot of things that normally don't ever get to get talked about. So I want to thank Matt for doing this podcast,

for having me down there and having my kids down there. And hopefully you guys enjoy being on the wall during this round table of world changers. So the big question is this, how are entrepreneurs like us who didn't cheat and take on venture capital, we're spending money from our own pockets. How do we market in a

way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question and this podcast will give you the answer. My name is Russell Brunson and welcome to Marketing Secrets. Dude, thank you so much for taking the time to be on this is uh something i've looked forward to for a long time you know i wrote a book for caleb maddox when he turned 16 called wisdom from dad and in it i said if anything ever happens to me and we know a lot of powerful people i said you know because it's very important that he has a master, a mentor in his life, one person that he listens to. And I said, if anything happens to me, you know, because he's always trusted my intuition, I was like, make Russell Brunson your number one voice that you listen to.

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

that one, thank you on the other side, because I'm here this weekend with my twins. Some of you guys know this because I'm, I'm navigating now the waters that you went through with Caleb and trying to like how to be a good dad. And it's way harder than I ever dreamt of. I'm grateful for both of you guys spending the last two days helping mold my kids and inspire them and light them on fire and all that. Not literally lit them on fire, but give them a spark and grow. But anyway, super grateful for you guys. I'm learning that step of the journey, which is, you know, we're always learning from each other, which is cool. So I'm assuming we're definitely going to be talking more about our kids, because that's definitely our favorite subject.

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

Yeah. Persuading them. Like, please just go to bed. I'm going to die. Yeah, way harder. So anyway, what was the question again? No, so change in the world. We talk a lot about it.

I want to just start off right out for Russell Brunson. What does change in the world look like to you? Yeah, it's interesting because I think there's a time in my life where I thought my job was to change the world, which is like we're out there trying all sorts of stuff. And those who have been following my journey for more than like 18 years, like I, we were launching new offers, new things. Um, and almost, I mean, it's pretty quick fun. It took a little while, but like at least once a quarter, it was like a new offer, a new offer, which was,

but it was way harder than nowadays. Right. Um, we did it before, uh, last time hacking live. And I went back to the old, my old front page which was pre-Dreamweaver, pre-WordPress, pre-everything. Like front page where I built all my websites

back in the day and there was like 150 funnels that actually had been launched. Not that we started on that actually got to the point of like it's live in the world people are trying to buy it.

150 before we started ClickFunnels. And so, not Canada, it was probably another three, four hundred that were somewhere in process and never got live, right not Canada, it's probably another three, 400 that were somewhere in process, never got live. Right. So it was me trying to like figure out how do we

solve everything. And I was trying to like start businesses and everything you could dream of, like every single market. And, um, and so I was initially, I thought I was supposed to be doing, like, I'm learning these skillsets. They're, they're this, this gift from God. There's no way that me as a kid who struggled in school and couldn't figure these things out. Like, like why was like why was the flip the the flip the switch my head flipped on where like i learned about marketing and i was just like like why did that excite me like it's such a dumb boring thing but like i remember sitting at dan kennedy events but everyone's down asleep except for me i'm the

kid in the back like why is nobody freaking out this is the most exciting thing in the world and everyone else is in there you know sitting there these bit like real business people bored out of their minds and i was was just like, like so excited. I felt like I was given this gift and I wanted to. What part of it was exciting though? When did it like? I think the reality is I think most of us will start because we want to make money.

So I was learning how to make money. I remember sitting at some of these events and I remember people sharing things, right? Like I remember one guy at an event talking about, he was split testing backgrounds. He's like, oh, we've split tested a uh whatever a blue background versus a brown background and this was the tweak and i was like huh so i remember taking out like i should try that and then like a red headline versus a blue and there's three or four little things i remember

so i was like that's interesting so i took that went back home went to my you know front page and i changed my headline from red to blue because this guy said blue increased conversions i changed the little thing and literally my sales i wasn't getting a ton of traffic back in the day but you're making a couple hundred bucks a day it went up like 25 and i was just like i just gave myself a 25 raise by changing the color of my headline from red to blue and that was like one thing i heard at a thing and so i was like okay i need another nugget like so i go to another event i just sit there listening to everything i'm like there's gonna be like one thing that gives me a you know 25 increase my income that's like to be one thing that gives me a 25% increase

in my income. That's like going, think about it, if a doctor wants a 25% income increase, he's got to go back to specialized medical school for two more years, right?

Or whatever that is. I was like, one idea, red to blue, increase 25%. What's the next thing? So then I started listening differently

and started paying attention. What are they saying? Listening closer. I started reading books and you find one thing in a book and like, oh my gosh, I went through 300 pages of that, that little thing. You tried it. And I tried my little website and like something would change. And I was just like, oh my gosh, there's got to be another one. And I, it became like this like insatiable desire to try to find these things.

Right. And then a lot of it was like trying to find the nugget. And what started getting more fascinating to me was like watching people, like going to events and like watching how people would speak how they present and there's like maybe i'm not listening for the words maybe i'm supposed to be listening to like how they're actually presenting and what they're doing and their their you know their physiology and their movement and how they i started studying that part of it just about watching as these people are selling and closing and moving and it was just like oh my gosh even they're not saying anything i'm learning stuff i buy people's products and i wouldn't even go through the product like going through the sales process i was like did you see on upsell number two they did this thing and like like freaked me

out so like everything started to become this like treasure hunt where i'm looking for these little nuggets that like would take something would increase my income by 25 or 3 or 5 or 50 and they're always little incremental things and then as i would get these little these nuggets back then when we have our next project, I was like, okay, we're not starting from scratch again. We've learned all these different things. Now we know that it should be this color headline this day,

all the things we figured out. And so the next version would be better than the last one. And that became our control. We launched the next thing and it worked better. Right. And we're testing more things. Then it was like the next thing we do, we take everything we learned this time and we start again.

And every time it started getting better and better and better. The point is fun doing all this too. So much fun. Yeah. I was like, yeah, I'm such a dork. Like Kobe playing basketball. Yeah. It was just like magic.

And so I just got so excited. And then it was funny for me because then I wanted to tell everybody about it. Right. And so I'd be like freaking out telling people and nobody cared. I was joking with my team about this a little while ago. Like I remember I was so excited about these things. And I was like, I want to do an event. I want to teach people. In Boise, where I'm from, Idaho, we started running direct mail. I sent out postcards. I ran radio ads to these events. I was going

to do these events, teach people the secrets of internet marketing. I was so excited. We had a day where we had three events lined up, like the morning, afternoon, and lunch. We had all these ads going and everything. And I remember showing up the very first time, you know, I think we had 150, 200 people registered for each session. So I'm like, this is going to be amazing. And we got the first one and like two people showed up. I'm just like two people, two people. I'm like, where's everybody? Like they said they were coming. Where are they? And I'm in this big room, all these chairs, there's two people and they're like, one's in the back, one's in the middle. And I'm like, Oh, and I'm in my suit and tie. because that's what business people do, I thought.

And I'm so scared. And I'm like, okay. So I'm trying to do my little thing. And I try to sell something. And it was horrible. And then the next one, there was like eight people show up. And I'm like, at least some more people. This time, I was like, can you move to the front?

And I tried it again. Nothing happened. And the third one is like two people again. And then. Were you discouraged? Were you still excited? Were you still like a failure? I was just confused. I'm like, why aren't people excited by this? Like, same thing. I go to these business conferences. And excited? Like, I was just confused.

I'm like, why aren't people excited by this? Like, same thing. I go to these business conferences and everyone's like, I sit down to sleep and I'm just like, why is there a pain in the neck? Like, am I the only one like getting this? Because this is the most exciting thing I've ever seen in my life. But I can like take this thing and do this thing and I'll send more money. Like it was just, it was magic.

Right. And, um, but it was interesting. Um, I look back now. It's been 18 years since I kind of started this journey. Most people, they start something, and they kind of go into it, and then the success doesn't come. You only get two people show up. They get 30 likes on a YouTube video.

I'm like, oh, it didn't work, and they stop. But I was just so excited. I just kept talking about it. I kept talking about it. I kept talking about it. And I would try teleseminars. And then later, before, we'd teleseminars before we had webinars. And webinars came out. We were trying that. Were you would try teleseminars and then later, before, you know, we'd teleseminars before we had webinars. And webinars came out

and I would try that and it just slowly grew. Were you good at teleseminars? I got good eventually. What's the most money you made from them? I'm just curious. Oh,

teleseminars, man, that was back pre a lot of stuff. So I would say we probably did, I remember specifically one I did

because my dad was visiting and we did one that night and I just remember doing $5,000 and being like annoyed like I only made $5,000 on the thing and my dad afterwards visiting and we did one that night and I just remember doing $5,000 and being like annoyed. Like I only made five grand on the thing. And my dad afterwards was looking at me and he's like, I've been doing business my whole life. He's like, no one ever gets on a phone call and 60 minutes later gets $5,000. He's like, this is insane. How are you not excited? I remember I was bummed out. It wasn't a good

one. So I just remember, I remember that number specifically because my dad was so just like confused that I was upset that I was making five grand. It wasn't a good one. So I just remember, I remember that number specifically because my dad was so just like confused that I was upset that I was making five grand. And he was just like, this doesn't make any sense. I don't remember. It's hard to remember back.

I'd say probably, not in a tele-seminar. I had a friend who did a million dollars in one, I remember. And I was like, that was cool. We never did that. I would say probably, you know,

I don't think I ever broke 100,000 in marketing in an actual tele-seminar. It was probably 30,000, 40,000. It's probably our record 100,000 marketing in an actual telecentrum. It's probably 30, 40,000. It's probably our record somewhere there. And then telecentrum and then webinars came out and we started doing those. But I just kept talking about, talking about even a couple of years before we launched ClickFunnels, we tried to do events. We get two, 300 people to show up.

Maybe. I remember one time we did one, we had. But why were you doing events? What was your goal at the time? I was excited by it. I wanted to show people like I wanted. Is this when you were like doing an event selling from stage or just i was trying to like i go to other people's events and people invite me i was like i'd be excited and but i just couldn't ever

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

Like, they're going to walk in and see that nobody's here. So we're, like, pulling chairs out, and you're, like, so embarrassed. And half of them are like, I see it. Dude, I actually feel this. I know what that's like. Oh, it's the worst. And you're just like, I just want to cancel this thing. But but people are here so we're going to serve them and do our best but it's interesting because now um a few years later click phones launches and we decided to be fun like fun like a lot of i i was so scared

did not want to do it back to this day i still have anxiety like before the curtain opens very first time i'm always like what if people don't show up what if half the room's every time really every time you ask my team i'm always like all the way i time, I'm always like, what if people don't show up? What if half the room's empty? You really feel that? Every time. Really? Every time. You ask my team, I'm always like, I'm always sneaking out. The doors open the very first day, people running in.

I'm always like peeking out. Until I see the room, I'm like, okay, good, people showed up. Like, still just digging. I think people would be shocked to find that out. You know, because it seems to come together so smoothly. I mean, your team is... Well, I'm freaked out this year,

because this year we got COVID now, so it's like people are signing up. You know, like, it's going to be even worse this year. Yeah, yeah, yeah. What do you... We'll talk more about it. We'll see.

Anyway, but for me, I think the biggest thing is just like, I kept talking about when nobody cared because I cared. And I kept doing it because I loved it and because I was obsessed with it. And the longer you do something,

the more you start attracting people. And like, I always thought my role in this whole game was to make this marketing thing fun, like making it exciting, making it, the way I felt,

I wanted everyone else to feel that way. And that's why you look at our events now, it's not like a business conference with people in suit and tie sleeping on the side. It's like a rock concert

because that's what it should be. It's the most exciting thing in the world and that's what we've tried to, I always tell people, if I can be that spark to help you light you on fire, that's the key.

And so it comes back to world changers. Initially, I thought I was going to change the world by myself. I realized somewhere in this journey, my job is not to try to change the world. My job, the people I've been called to serve are entrepreneurs. Entrepreneurs each have a specific way they can change the world. My job is not to change the world. My job is

to change the entrepreneur's lives. If I can give them tools and training and whatever it is, then they can go and the ripple effect from that will actually change the world. My job is to change the entrepreneur's lives because if I can give them tools and training and whatever it is, then they can go and the ripple effect from that will actually change. Yeah, see every time I hear you talk about that, there's a fire, there's an enthusiasm

and that's what I love is that through all your success, you've never deviated from your mission to do exactly that, to inspire entrepreneurs. So why entrepreneurs? Why such a hunger

for entrepreneurs, man? I would say everything good in my life has come because an entrepreneur sacrificed everything to bring their message out and I'll start with and you guys had chance to spend time my boys today like like my wife and we got we got married we were not able to have kids we tried we tried we tried everything and it was famous gone through that process like it is is emotionally tough especially like you married to another your friends you married typically. Especially, you get married, same time your friends get married, typically. And they're all having kids at the same time. And everyone who's having kids.

My younger brother, when him and his wife got married, they were told they could never have kids. I still remember one night getting a call from my brother. He's like, guess what? We're pregnant. And I was so happy for them. So emotionally excited. And then knowing that I needed to go tell Colette, who's been trying to have kids for two and a half years and like hey you know scott he couldn't have kids like and i remember that night crying ourselves to sleep because we're so happy for them on one

side and then so sad on the other side just like man like like what about us you know and so i remember after two or three years of trying this process going to doctors and all the things um one day i was i don't know if I was working or school or something, but Colette was watching, I think she was coming from work or whatever, she was watching Oprah. And on Oprah, and just so you know, I tried to get on Oprah when she saw the big show. It's not easy. So you tried.

Yeah. To get on Oprah is not an easy process by any stretch. And there was this doctor on Oprah who's a fertility doctor who lived in Boise, Idaho, and telling the story about fertility and how it works and everything. And so Clefts watches bawling her eyes out. Like there's a fertility doctor lives in Boise, Idaho. So she calls me, she's like, I'm watching this fertility doctor on Oprah lives in Boise, Idaho. And, uh, I'm like, you need to like, let's go. And she's like, how do you go to that appointment? We're going tomorrow.

So next day we're at this fertility doctor. We're talking across the table. We, you know, they give us a couple of shots and some pills, walk out the door, you know, and go through this process. Month one, we go through the process, come back and we're not pregnant. Month number two, we go through the process, come back, not pregnant. Month number three, go through the process, come back and we're pregnant. Two weeks later, we're in there getting an ultrasound and they're like, there's not one baby in here. There's two and changed our life. And I think back like, but when you heard those words, there's two, like it was just what a miracle.

You didn't think you could have one. So like God gives you first time around, like, Hey, I'm going to bless you. I love that. So tell me about that. And you think about that.

Like, I was just thinking like, like for that, I'm sure someday maybe we would have figured that out, figured out how to get a fertility drugs or dog. I don't know. We would figure that out eventually, but we figured it out then because that doctor went through

whatever process because they believe in their mission so much that they didn't just like put an ad newspaper, run a Facebook ad. Like they were, they got to the biggest show on TV in the planet to share their message with the world, which came to us, that's touched our hearts, which moved us to do something and change our lives forever. And like, that's one entrepreneur who's who, and again, I don't know how to make someone pregnant. I couldn't do that in a million years, right? But that one person has the skill set, like, oh, it's simple for them.

And so that's why entrepreneurs for me, because it's like that person, because they're willing to get the message out in the world, changed my life forever. And that's one example. But everything that amazing has happened in my life, it's somewhere, if you trace it back, there's an entrepreneur who sacrificed everything

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That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell U S S E L L. That's rocket money.com slash Russell. To hear you say it that way, it makes it even so much more powerful to talk about you talking about what that doctor must've gone through to just not only become a doctor, but to get on Oprah and you saying like to get your message out. And that's something you're strong about, is really getting people to share their message. Why? We all of us have something, right? Like, in the scriptures it says, many are called, but few are chosen.

We all have the calling. We all have something God given us that can change people's lives. And most people are afraid of it. And they don't talk about it. Or they don't know what to do. Like, I have this thing. And they're like, oh, I know I can do something, but I don't know what to do. Or how do I do it?

Like, where do I go? And there's that thing they're stuck like, ah, like I know I can do something, but I don't know what to do or how to do it. Like, where do I go? And, and there's that thing that they're stuck with. Right. And, um, and so for me, it's just like, man, if we can release that, I think how many people's lives have changed. And we, we used to do this at, at ClickFunnels every day. We used to do a meeting every morning for seven minutes where we would share like one success story. And so I wanted our whole team to see, like, look, we have 120,000 people that are actively using this platform. And we look at that number every day on the board, like, oh, 120,000, yay, it's exciting. But it's like, each of those 120,000 people are entrepreneurs. Each one's an entrepreneur. Each entrepreneur has,

they have staff. They've got people to work for them, right? So it's like there's jobs being created, and then those people are creating products and services that change people's lives. So one good example is Brandon and Caleb Poland, right? They came into our world, they were 22, 23 years old, something like that, when they got started. They had just finished the network marketing program. They were completely broke, but they had skill sets, right? They had a message.

They had God-given gifts and talents that they'd been blessed with, right? To be able to do a mission that they weren't able to do. And so luckily, somehow they bumped into us. They came in. They bought a book,

went through some training, used the platform, and I look at them now. It's been five, six years since they kind of went on this journey, and now they've helped. They have over, I think it's been five, six years since they went on this journey. Now they've helped over a million and a half, two million women on their email list. They've had 150, 200,000 people gone through their paid programs. Does that almost feel like having grandchildren?

You know how grandchildren feel? A lot of your kids, I can't even imagine how I'm going to feel as a grandfather. Don't they have that happen to you when you see your entrepreneurs giving birth to you? It's like you're having business grandbabies. Look at the babies.

It's crazy because you look at like, that's one person and it's like, hey, now for Lady Boss, their company, there's like 70 or 80

employees that work there. So like, it's them and their lives affected. But then, you know, 100,000 plus women who've lost weight.

That's amazing. But then it goes a step deeper next. Now these women who lost weight like their their wives their mothers their their work and jobs like how are their life been affected how many more people and it's like you look at that ripple effect and it's gone it literally is millions and millions of people that's from one of our 120 000 entrepreneurs and then there's another one there's a kayla maddox there's a matt maddox there's all of you guys the story there's so many people's stories and it's like man if we just like we just keep doing our thing and like giving the tools and like whatever we

have like whatever we're able to to to facilitate like that's how we change the world and so that's our mission that's what we're we talk about we think about like we pray about it's like how do we how do we get better what we're doing because every single person we can get in here and we can help equip them with the tools they change the life for somebody else they change the world for somebody and so that's when it so that's when it gets exciting. You look at that ripple effect as it hits and just goes out, and it's like, ah. That's why people are like, why don't you stop working? There's so many more people we can, like, ah.

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

One is what's your advice to, you know, entrepreneurs that struggle with being transparent and vulnerable. And then I want to ask you, like, I feel the passion of what you're into. What's the sacrifice that comes along with that? That hurts. That's heavy. Cause you know, they, they said, you know, just because we carry it easy, just because we carry it well doesn't mean it's easy. And, dude, I'm like, is Russell Brunson perfect, man?

Because you just have the best attitude, you know, and just all that you do. What's the sacrifice that comes with that? So I'm going to have two or three questions at you. Where do you want me to start? All of them. And I have two, three questions that I want. I'm sure you can. Where do you want me to start? All of them. And then Caleb, you're going to take the next question.

And then I'm going to get to some of the people here with us. So tell us what. Also with vulnerability, because that's probably the easiest one to answer. And then we'll go to the other one. But I think it was Brene Brown said this. So powerful. But she said that for any of us who want to share our stories, like when we share something vulnerable, it makes us feel really, really small. But for people who are watching you, it makes you look really, really big. I think that's the hardest thing for us to understand is like, um, like sharing this thing. Like I spoke two days ago at Tony

and Dean's event. Right. And in front of, I don't know, 500,000 people, how many people, like I showed the videos, my very first pitch, my very first thing. And it's like, which by the way, I believe is the funniest video that you've ever put out oh yeah but it's like i remember seeing those like finding those like a year ago before i showed my first time i was like oh my gosh this is so embarrassing like were you feeling that 100 like like i want people to see like there's russell's on stage he's closing like i want to see that and it's like oh man but i also knew it's like but like the biggest problem i have at this point i think anyone has i was like well of course you, of course you can do it. Cause you're Russell Brunson or you're Tony Robbins. They look at this thing. It's just like, you don't understand. Like I was the worst of all of you.

Like I promise you, like you saw the video, like there's nobody in our, in our community who, who is as bad as me. I don't think maybe one or two, but for the most part, like I just can't know. But, but I want to show like, I, and I think that was, I don't know, maybe it was God's gift. Like, in fact, um, so I, you know, I served a mission for two years for my most part, like, I just can't know. But I want to show, like, I think that was, I don't know, maybe it was God's gift. In fact, you know I served a mission for two years for my church. And in a mission, there's a mission president who's in charge of, like, 300 missionaries, right? Keeping them from, like, killing each other and all this stuff. And I remember he came to a funnel hacking lab two or three years ago and sat in the back of it. And afterwards, he came backstage and he was just like, of all the missionaries I was in charge of,

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

Like, I mean, I knew people who were super charismatic and all these things and had these gifts. And it's like, if I would have started that way, I think it would have been harder for other people. Or it's like, let me show you, like, it's, it's hard for me. It's still hard for me. Like, um, you know, like I, I feel comfortable on stage in front of 5,000 people, like coming in this room with you guys, like so intimidating for me.

Like really feel that way more than for you guys. I want to hear why I'm curious. It's scary for me. Like I don't, um, I don't know. You're saying being on, on stage would feel easier than a million percent yeah wow okay i get like um i it's social anxiety of like one-on-one like not knowing like i don't know not knowing the stories i'm knowing people to share that speaking of vulnerability have you found vulnerability easier for you now or is it still tough that's definitely still tough yeah i mean children's videos was tough the first time, I think. Yeah, it's always tough.

You want to, I mean, by 100%, by default, we want to posture. We all want to posture and show who we are. The problem with posturing is that it actually repels people from you. We think it's going to draw them to us because they're going to be, like, attracted to that, and it's not. Posturing repels people. You made an example of that. What do you mean? One of my, well, a lot of my mentors, people who never grew past a certain level,

it's because they always, like, they posture all the time, which they've gotten, they had success with that because it'll bring some success, but they've never, like, been able to have the change they could have had because it's all, it has to be about them, and they have to protect themselves, and because of that, there's a ceiling.

You just keep hitting that. Because people aren't attracted to that, right? And when you do break those barriers down you want to share, again, it makes you feel small, but it makes you feel big. And people come to you because they relate to you. There's connection, right? There's empathy. But it's still scary. It's always scary.

Yeah, so you still feel it. 100%. I wish you would go away. You still- 100%. How would most people- I wish it would go away. Would you have guessed, Caleb Maddox, that Russell Brunson gets nervous doing this kind of stuff? Because you're a natural.

I even asked you today. Probably because I relate with it. And especially in small rooms like this, it is so much easier to go up in front of 5,000 people at Phone Hacking Live than a room like this. Because like you said, you can see their faces. It's like, they're an entire live story. Whenever you're speaking to a lot of people,

it's like, oh, I'm just kind of speaking. You find the happy faces. Like, there's always people that smile at you. Yeah, you find the best part of the crowd. You just hone into them. Here, it's like, what if they don't like me? And like, oh, man. Like, you can't still go hide.

But yeah, I'm the same way. I finally come in there and I get off stage, and it's like in the hallways. And I'm just like, I hope nobody bumps into me. And like, I don't know, it's weird in the hallways and I'm just like, I hope nobody bumps into me. And like, it's just, I don't know. It's weird. I've always, I did a podcast about this. I talked about, I said, like, I feel like I'm an introvert and an extrovert's calling.

And it's, it's a weird dynamic. And I shared that it was, it was so fascinating how many people came back to me and were like, oh my gosh, like that's how I feel as well. And it's, it's really weird too. You look at so many creatives, like even like actors and people, um, who don't, you wouldn't, you wouldn't label as introverted, but they are an introvert. Typically like they create their art very, very private and they share it publicly. Whereas extroverts are like usually creating things on the fly a lot of times because that's how they do things. Um, it's just, it's a different

way of like creation. In fact, if you guys read, um, uh, perennial seller, Ryan holiday's book, it's, um um it's all about how do you create art that lasts beyond itself right like um like movies last or books or whatever and and one of the beginning you talked about just how how private creation is right because it's like you with your thoughts on how to find a computer and when you get it done then you have to go and you're like you're sharing it to the world and like opening up for rejection like my very first book i wrote i was so scared to send it to any friend. Like I remember getting it and like, I was like,

this is the coolest thing in the world. And I was like, I don't want to show people like what if they hate it? What they make fun of? What if they like, they knew how much I put into this. Oh, so hard. Just like a lot of other people out there. Yeah. And every book then it's like the second book comes down. Like what if it's not as good as the first? What if people don't like it? Like, like push past it and feel it.

Yeah. Question. Cause you say you're an past it and feel it. Yeah, question. Because you say you're an introvert and an extrovert's calling. What advantages do you feel like being an introvert has given you within an extrovert's calling? Do you feel like there's anything that allows you to do? Like maybe someone with a crazy amount of charisma or who's naturally extroverted, like maybe doesn't, it doesn't have that advantage. I feel like it gives me more time to think through things because I have to retreat and hide to like, to decompress, but to,

to think through things. And so, um, whereas like my extroverted friends will still be out partying all night talking and doing stuff. And I'm like, I gotta go back to the room, like compress.

And then I have some more private time. I feel like to think through things and like try to make connections. And I don't know the weird things that go on in your brain when you're kind of by yourself, you know? I feel like I have a lot more time like that. Even my office. I'll be in my office. But I'm with the people. I like the energy of an office.

And then I sneak into my own office and close the doors. And then I decompress. And then I just have more quiet time to, you know what I mean? Yeah. Whereas, again, a lot of friends who don't, they're so, they're awesome. I love them. I envy that. I wish I had that more a lot of times, you know, but like a lot of times I don't feel

like they get the break to be able to really focus and go deep on things sometimes. I don't know. Maybe I'm wrong. I've never been that. I've never actually lived that role, but that's what it feels like or seems like. So before you answer the question, that was awesome stuff about vulnerability and it helps me too because it's like we need to share our stories, and that's part of our story. And my question for you before you get to the part about sacrifice, like to be Russell Brunson, right?

To lead what you're leading and do what you're doing, writing the books, creating what you're creating, the constant, like, making sure that the ClickFunnels community stays fresh. What's the sacrifice that comes with that? That hurts, man. That's tough. That's heavy. There's a lot. Like, it's interesting because I think most people see the positive. Like, people are like, oh, I wish I had ClickFunnels.

That'd be the coolest thing. And it's like, yeah, but you see the good stuff, right? You see, but it's crazy because, like, as we've grown, like, man, I wish I had quick phones, that'd be the coolest thing. And it's like, yeah, but you see the good stuff, right? But it's crazy, because as we've grown, man, there have been so many times where on the journey where each tier, as we get bigger, there's more attacks that come from outside, from inside, from things like that, right? Talking legal attacks, we have just a lot of stuff you don't think about that you have to start dealing with, right?

And the bigger it gets, the more intensity that comes with that. And the more exposure and the more things that keep happening. And so there are tons of sleep-less nights. I told you two and a half, three years ago we hired more lawyers to start going through our stuff and looking at other things. And now we have legal in-house counsel. Because for us, it's like not only are we like our own marketing we have our affiliates who are marketing and then we've got 120,000 customers who all are marketing it's like it's like two or three years where the first times we got a lawsuit was from taylor swift

and i was like we got a letter from taylor swift lawyers i'm like what's going on i'm opening up it's like you were being sued by taylor i'm like what's happening yeah i'm like, what did I do to Taylor Swift? I'm freaking out. I don't even know what's happening. It took us a while to figure it out. It's like, oh, some bozo who's using our platform is illegally selling Taylor Swift stuff, but it looks like it's ClickFunnels because it's on our servers and our thing. I'm freaking out. Then later we get letters from the FBI. They come in certified mail. It's like, Mr. Brunson, yeah, sign this paper. You've been served. And we're like,

I'm getting a letter certified by the FBI. I'm like, am I going to jail? So I'm hiding in the bathroom so nobody sees me. I'm like, what is this?

And it's like, oh, some moron on our platform is doing something stupid and because they think it's us. It's like, those things happen all the time. Or just people who are taking shots at us.

We had one guy we helped be super successful. Comes in the click front of those groups. Shows proof and stats of how much money he's made. All this stuff through our thing. Huge testimony. I'm like, do we change this guy's life? This is amazing.

Took a screenshot of it. Our team sees the screenshot. Like, oh, this is cool. Like in our, in our folder, like success stories. Grabs the screenshot, runs as an ad. Dude sues us for sharing, for sharing a screenshot of his success story in our thing and end up settling for tens of thousands of dollars. And that hasn't happened once.

That's happened insane amounts of times. Really? Where now it's like, it's just the bigger you get, again, people you've helped attack you. Wow. You have employees who leave who now compete against you. Friends. One of my closest friends who like like literally

was down and out needed money wrote him a check for 100 grand like like help him survive his life um like two years later launches a competitor against us talking trash about me i was like you were broke two years ago i wrote you a check my own pocket for you to survive as a friend and now you're like on facebook talking trash about me. It's just like, yeah, that's the part people don't see. And it's just like happening. Oh, right. Just, it's just like some days you're just like, why? Like, oh, like anyway, one of my favorite books and this, I haven't told you about a library yet. This is maybe off podcast topic, but there's a book called Atlas Shrugged and I won't go deep into it cause it's the greatest book of all time. But, um, the principle of it is, is in the book, there's a book called Atlas Shrugged and I won't go deep into it because it's the greatest book of all time.

But the principle of it is in the book, there's all these producers, right? The people that are moving the world, people like Atlas holding the weight of the world on their shoulders, right? And what happens when the weight gets so heavy or things are so bad, the Atlas stops carrying and shrugs like, screw it, I'm out and walks away. That's the premise of the book. What happens when the government intervention, all things get so bad that the producers who are holding the weight of the world on their shoulders stop caring and they shrug and walk away from the world. I've gotten that point multiple times. I'm like, why am I doing this? I just want to shrug and walk away from it. The short version of this we talk about offline, but building a big library

and we have three Atlas statues being created. One where Atlas is holding the weight of the world on his shoulders. Second one where he have three um atlas statues being created one where atlas is holding the world on his shoulders second one standing shrugging and third one with the world's on the ground he's walking away and it's the big they're eight foot tall statues in the center of the library like showing that part of the story dude that's gonna be sick it's gonna be it's gonna be cool all wrapped in amazing old books and how does your brain operate is my question why did that book stick out to you that much where you're willing to go get three, eight, four, like Paul statues? Like what about that resonate with you so much?

Because I feel like not only me, but I feel like the people that I serve, entrepreneurs are the producers. Like we're the people holding the world on our shoulders. And it's like, I feel like we're getting attacked from government, from people, from policies, from every side we're getting attacked on. And, and right now we're all doing it. It's like someday, like in the book, that's the whole premise of this book,

is like what happens when that comes to, and I don't want it to come to that. Like that's not my goal is to shrug and us all walk away, but I want to remember that. Like we got to be careful because in the book, some of the main characters, they don't get involved with, and you talked about politics,

like they're not getting involved in these things, they're not doing stuff because, like, oh, I'm just going to focus on my thing, I'm not going to worry about it. Then it gets to the point where it's so bad that they eventually all have to walk away. And it's like, I want to make sure that doesn't happen, and it's kind of a reminder of that.

Like, how do we produce, but also in a way that can sustain what we're doing, right? Like, I love the world, I love the people, I love my life, I don't want those things to go away. So it's like, how do we play this game in a way that's gonna make it be here for the long term so i don't know just inspires me to think about that and making sure that we we stay there that's a powerful story and analogy man talk about feeling it so then going through all that you feel like it's worth it then all right funnel hackers listen 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?

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there's something that happens. There's somebody, there's There's something in our community. Or in Voxer, when people send me a message that's talking about how they changed my life, in Voxer, there's a little thing you can star something, and it keeps them all in a folder of all the starred stuff. And so I have hundreds of those in starred people that have Voxed me something I did. So I'll go back and just play on that and just listen to it for an hour. And just by the time it's done, it's like, all right, that's why.

Those are my people. I haven't called and served them. Nobody else. I don't care about the rest. What do you feel like the rest what do you feel like was the point where like you did the most on your shoulders and you wanted to shrug the most good question oh man it seems about like every two years or so it kind of gets to that that point again it's weird it's like a cycle um i think that's uh the different things usually different yeah different things at least here um yeah so I don't know if it's specifically.

I think you go through seasons where it's like, you know, everything's so good, it just bounces off of you, and you've got that energy and that certainty, and you're just like, I don't really care. And sometimes it gets so heavy where it's eventually just like, oh, my gosh, yeah. And then I've got good friends, too, that I reach out to sometimes. I remember Garrett White, we don't talk all the time, but when I get, he's really heavy.

For some reason, he's the one I just text him. I'm like, hey man, it's getting heavy. And he always says the next, these like one-liners are just, like Shakespeare's quote, like heavy is the head of him who wears the crown or something. And I just hear him now, it's just like. He gives you that shot in the arm. All right, I crown or something. And just hearing that, I was just like...

It gives you that shot in the arm. All right, I can... Everyone who's done this, everyone who's done greatness has had to have filled this, right? There's no way they couldn't have. From everyone who we respect, everyone we admire has had the heavy crown on their head that makes your shoulders heavy and your body and your back

and you just want to break, but the reason why I know their name is because they didn't, right? They kept standing up and kept fighting through and it's just for me like him sending that or just things like that it's just like okay like one time he messaged me

he's like I understand but I see you and just like that like wow and so like I try to say that more often in my podcast

now when I speak to my entrepreneurs like I want them to understand that too like I know you guys are all sacrificing for your people whoever you've been

called to serve, like, you're sacrificing more than they will ever know. Talk about you guys and my kids. Like, my kids realize,

like, what we, like, the joke we're talking about today is like, there's no ROI right now. Eventually there is, but no ROI right now

for my kids. Like, I don't get anything out of helping you and trying to make you do these things. Like, I'm just trying to make

you happy and like, there's nothing in it for me. Like, I'm not trying to ground you because I'm a jerk. Like, I legitimately do this because I love you. And, like, there's nothing in it for me. Like, I'm not trying to ground you because I'm a jerk. Like, I'm legitimately doing this because I love you. Like, I think the same way your community most times doesn't realize what you're doing for them. But, like, I understand.

Because I felt it. And I think because I've been able to feel that, I can look at these other people and just be like, look, I understand. I understand it's going to be heavy. I understand those things are going to be hard. And I'm trying to be better at that just because, yeah. And it's interesting, too, because wherever you're at, it seems heavy, right? Like, I look at the things that I have to fight through today. Like, three years ago, those things would have crushed me, right?

Or five years would have destroyed me. And so it's like, somebody who's dealing with this right now, it's like, you look at that, that seems really simple, but it's like, man, but back when I was at that spot, like, that would have crushed me, potentially, you know? So, like, having, like, trying to look backwards and protecting all the other creators and entrepreneurs around us who are all fighting it. Because we're all fighting it.

At some level, at some tier. But it's also part of it. That's how we grow, right? If we're not fighting those things, probably not doing it right. Yeah, I like that. You ever temporarily shrugged? Maybe for a night.

I'm like, screw it, I'm done. screw it next morning you're like all right pick back up the sword let's go how do you develop the additional tolerance to be able to continuously like level up and continuously deal with those those new challenges that's a good question um i think you know when it's a good question i I think, you know, when, it's a good question. I think what came to my head is thinking when I first started the business was me, right? And so, but as I started growing the business, you start getting teammates and people and it starts growing. And now it's not, I think it's lighter for me because it's not just me either. It's, excuse me, it's an amazing group of people who I love and I respect who are all fighting

those things together now. That's made it so much easier for me. It used to be me sitting my thoughts alone. Now it's like, okay, I've got my team. I've got the people who are in this with me, 100% through thick and thin. I send a message to them and it's collectively together. We take that and it makes it so much easier not to have to fight alone. I think that's a big part. That's huge. Getting a spot where you're not just fighting yourself, you're fighting together with people.

There's been issues. Just in the last few months, I couldn't handle it myself. No matter how tough I think I am. I look at Dave and Todd and Dan and the guys on my team who are my close partners and stuff. Because of them

we're able to do stuff that's some days is ridiculous. We're like, this is crazy. What's your favorite thing about all three of those? Dave, Todd, and Dan.

I love all three of those guys, by the way. What's your favorite thing about them? And there's more. Of course. In case you're watching, if you mention me, I can... Especially Collette. We'll talk about her in a little bit. But what's your favorite thing about them oh and there's more like of course in case you're watching me like especially colette we'll talk about her in a little bit but yeah so no but what

was your favorite thing about them man what is it that they do that has earned your trust as a leader as a somebody who i'm sure there's so many people that want to be in your inner circle but how how how them how did you know to trust them um i'll start dan so dan's on the camera right now hi dan hi dan finally it is awesome that's awesome um so dan like came into my world like like a week before the first fun hacking live i saw some of his work i was like oh my gosh i sent an email like dude come for like a live Acting Live. He's like, what am I doing? I'm like, just bring your magic. Do it like that thing you do. Just do that. Like no direction, no instruction, no nothing.

He comes in, comes to the event. I didn't even see him the whole time. He's running around doing a million things. And then like a couple months later, he's like, here's the video from Frontline Acting Live. And we watched it. And I was like, I gave him no direction, no instruction, like nothing. And it came back, and it was the greatest thing I'd ever seen. Wow.

And I was like, huh. And so then fast forward next year, I was like, do you want to do that again? Like, he's like, yeah, we want it different. I'm like, just do this, this same thing you did. Just do that again. Right. That's actually powerful. Yeah.

And did that two or three times and then got closer and closer and eventually became a partner. And, um, inside of ClickFunnels, brought him in as a, as a full partner. And, um, but he's someone who like doesn't need direction super creative but also very willing

he's behind the camera he's like the most talented person I've ever met his story's insanely like someday I want to flip the camera and capture his story because like

it's amazing totally even the little bit I caught yeah five minutes in the car and then I was like I was like

dude this dude thank you Jesus I'm like I'm hearing one story what else is there? But he comes all the time as a servant. He's here, he serves, he gives, he shows up, does more than you ask him. He's creative and thinks through things.

His passion for what he does is insane. You watch him with his team of guys. They sit there and they watch movies and film and all sorts of stuff to create new things and push new boundaries and study music. One of his team just took a class at Stanford or Harvard or something crazy just to become better. They're obsessed with the art at a level where you can't hire that. You can't train that.

They're just obsessed. And Dan's the leader. And it's just like his mind is amazing. I mean, look at any of the Funnel Hacking Live videos, all of them that he did. It's crazy because he'll go through a four day event, taking every single person's soundbites and quotes and everything, and then take a million sentences and somehow weave that into a sales message that sells, you know, six, eight, $10 million of tickets every single year. Like if you watch those videos, they are insane. It's him going through four days of footage, finding like, here's a set, here's a four words that Caleb said,

and then Matt said this, and Myron said this, and Myron, and put it in this order. And now here's the four words that Caleb said and then Matt said this and Myron said this and put it in this order and now here's the sales message weave it together, the pictures, the videos the music and then turn it and you're just like, if you guys know what goes in something like that if you talk about the extra mile he embodies that message or that it is insane how long does it take?

that's a good question does it take like a year? well it takes years off my life. Trying to one-up every single time. Oh, yeah, last year, every year, there's no way you can make it better. And then this year, he sent the thing, and I was like, it's better.

Speechless. And we watched it like 20 times in a row. I probably watched it this year, I'd say conservatively 100 times. Every time I'm getting tired, I just push play again, I'm like, all right, let's go right let's go but change the world again like it's yeah for anybody watching this that is an employee rewind and really listen to how he talked about dan because

that's what we all dream of you know i remember kobe bryant he said the number one thing he looks looks for when he's hiring is obsessives. And that's what you have here. To Dan, everybody. 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? And the phone number you need to text is 208-231-3797. Once again, it's 208-231-3797. When you text me, just say hello. And then what's gonna happen is I'll add you to my phone and then they'll send you back a message where you can add me to your phone. And then we can

start having conversations. Uh, on top of that, through this texting community is where I'm gonna be giving out free swag, giving away a 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.