The Russell Brunson Show - The Who... Not The How

Episode Date: May 4, 2018

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

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 to the Marketing Secrets Podcast. Today, I am coming to you from my hotel bed in Arizona, and I want to share with you something amazing I learned yesterday. So the big question is this. How are entrepreneurs like us,

who didn't cheat and take on venture capital, who are spending money from our own pockets, how do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets.

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

um, before I started that process. So, uh, a lot of you guys know who Dan Sullivan is. If not, Dan Sullivan is the owner of strategic coach. I think it's strategic coach.com. Um, I've never actually gone through, they call it coach. i've never actually gone through they call it coach i've actually gone through coach to strategic coach um but i bought all dan's books and got through his trainings there's a lot of amazing stuff um anyway so he um yesterday at the event um i did a training for about an hour on hook story offer which i've shared with you guys um some stuff about that i also talked about like how to uh reduce churn um which got me repumped up about trying to reduce churn, which got me re-pumped up about trying to reduce churn. So it was kind of fun. Anyway, and after I spoke, then Dan Sullivan

got up to speak and he's like, I just need 10 minutes. By 10 minutes, he's like, I blow everyone's minds and I'll change every entrepreneur in this group. And so I was like, all right, this is gonna be fun to see what Dan Sullivan has to share. And so he gets up there on stage and he says, okay, he says, us entrepreneurs, he's he's like we and he only works on entrepreneurs similar to me right like so us entrepreneurs have a lot of uh character traits i'll say traits not flaws because they're all like also our superpowers but so what happens is an entrepreneur will have a vision for something that's bigger better right so he drew a big picture of a star like this is the vision of this bigger better thing that you want right which is why we

we do what we do right like oh, I can make this thing better. I could, whatever. There's always a thing, right, that we're moving towards. So there's this bigger, better thing. It says then on the other side is you, and you're moving towards this bigger, better thing, and you want to go, and you want to get it, you want to achieve it, you want to create it, you want to whatever, right? It says what happens, though, is that the first thing us entrepreneurs do is we,

look at my notes here, the first thing we do is we say, how can I do that? How can I get that big result? What's the process I need to go through? What's the how? And so that happens. As soon as we start thinking through the how, then we start thinking through everything. And then what happens for most of us, including I'm guessing all of us, is we don't know the how, right? There's not a book that teaches you how to accomplish that crazy thing. And so we start trying to figure know the how, right? Like no one ever, there's not a book that teaches you how to accomplish that crazy thing. And so we start trying to figure out the how, the how, the how. And when we're trying to figure out the how, if we don't know the how already, then we get stuck and then we slip into this mode called procrastination. Because we're like trying to figure it out, trying to figure it out.

And we just like, we're moving towards this bigger, brighter star, right? But then we can't figure out the how. And so, um, we like D like we, we detour away from it, uh, into procrastination because we don't know the how, right. And so that's where most entrepreneurs stop. Like, um, is, is we get lost in this, in this, this, how do I do it? How do I do it? How do I do it? It started, it turns into procrastination. We're done. So think about for you guys, how many projects have you started on that you're excited, you see the vision, like you love it, but then like you procrastinate for some reason. And his argument was like, the reason why we're procrastinating is because we can't, we don't know the how, we're trying to figure out the how,

and it's like, ah, and so we get stuck. If we knew how to do it, then we would just go do it, right? But we don't know how, that's what causes the procrastination because we're trying to figure it out. It's just, there's tension tension there's stuff keeping us from moving forward right um so that was the the first thing he said um uh yeah so um he said the question we need to start asking ourselves instead of how so here's us moving towards a bigger better vision this thing we want to create instead of saying how do i do? Which if we don't know how and can't figure it out, then it causes procrastination. Instead, we need to say, who, who can do that thing? Who already knows the how?

Okay. And, um, it was interesting. He was, uh, cause I had spoken, a couple of people have spoken and Dan got up and he's like, you know, I'm, I think he said 74. He's like, I'm 74 years old right now. He's like, Russell talked about all this amazing stuff. And he's like, I was listening because I was excited, but I didn't try to understand any of it because I don't want to know the how Russell does. But now I know the who.

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

You should be thinking, who already knows how to do this? If you are, who already knows how to do it, and then they'll just go do the thing. Procrastination disappears instantly. And if they already know how to do the thing, then they're just going to do it. It's going to be way faster, way easier. And so we start talking about this. You have a vision for a company or an idea or whatever.

The first thing you need to be thinking about is who. Who is it? Who is it? How am I going to do this? Because the how will cause procrastination, which makes the thing never happen. The who helps you open your mind. Who's that person that knows how to do this? You find that person, they know the how, and then it just magically happens.

It's not that person's going to teach you the how is they already know the house. So hire them, pay them, like let them do the how, and that will move you towards the whole thing. So the whole concept was rewiring all of our brains to shift the question, the internal question from not how, but who I thought that was pretty dang cool. So I'm sitting there in the meeting and I had this idea for this, um, change in our coaching program, right? The big shiny thing for two column Quebec. So I'm like, how could I have this, I have this, um, really weird thing in my head all the time. It's like, how can I serve my audience better? How can I serve these guys better? How can I serve them better? So I'm always thinking through that. Right. And so with the two column Quebec, um,

people that joined it for knocking live, I'm like, how do I serve them better so i'm always thinking through that right and so with the two comic club x um people that joined it for knocking live i'm like how do i serve them better how do i serve them better we keep adding cool things and sometimes adding things hurts more than it helps i'm like oh like how how how and then i heard this this talk and then it was like who and so like i consciously was like okay instead of trying to figure out the how because it was like stressing me out just thinking about all the pieces to figure out the how i was like okay who's who's the person that knows how to do this and instantly in my head is like oh i know exactly who it is and so i messaged that person while i'm sitting there and five minutes later i get a message back from that person who then introduced me to the other person

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

to do that? How am I going to do that? How am I like, I'm getting so like stressed out because I don't know the how and I'm angry. Cause I'm like, I should know this. I'm like, my brain, come on, stupid brain work better. Right. But it's like, no, like my job is not to figure out the how on everything. It's to figure out the who who already knows the how. Figure out the who and then let them do it. And that's the key. And so it's this mindset shift that we only start having. It's not like,

not the how, but the who. I think we have a new project that we're going to be rolling out here. And I'm, well, depending on the programmers, stupid programmers take forever. Not my programmers.

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

so what we're building is a really cool directory that'll give you a whole bunch of whos. And you're like, oh, I need a designer. Well, here's all the whos that are amazing in design. Oh, I need a copywriter. Oh, I need someone to help me with strategy. Oh, I need someone with this. And it's like, okay, here's all of the things

that'll give you what you're looking for. So anyway, I'm pumped. I'm excited. It's like the most cool, fun, amazing thing ever. And I'm excited. Okay, so there's the lesson for today. Figure out the who, not the how. Everything you're procrastinating on, you're stuck on your business, realize that it's

a how problem and you shift it to who problem. You shift it from a how problem to who problem. It'll make your life a bajillion times simpler and easier. A couple other things he said. He said, if you want to attract the right who's that know how to do the hows you have to sell them on the what and the why oh now we're getting deep right so he said the people who have the big who already know the hows um if they're really good at it they don't necessarily just want to you know like if you want to track the right who's you need to give them uh show them the the why they're doing it and then what what they're doing

right so if they understand the why then those who's will do the hows for you i hope i got that right anyway that's why you got to share the vision right you're the entrepreneur you have this bigger better vision that you're excited by if If you want to attract amazing talent, it's not so much that you can pay them. That helps sometimes. But the better job you get at really helping them to understand why you're going after this bigger vision and what's the reasoning behind it, things like that, then it inspires them and the right who's will move forward. What I found in my business is the most amazing people aren't typically money motivated. They're why motivated. They're motivated by, oh my gosh, that would be amazing.

Let's move that direction. Let's do this thing. Anyway, and then the last thing I'm going to share, because this is the last piece that he kind of threw out. So I think Dan's writing a book on this or I don't know, something. But he said the title of his presentation of the book or whatever was how many who's to freedom. At first I was like, wait, what?

He said, how many who's to freedom? Like not, not like what are all things I need to learn how to do to get freedom. It's like, how many who's do I need to have to get freedom? Okay. So if you're launching a funnel, you ain't going to do comic club. It's not like, how do I do all this stuff? It's like, okay, who are the, who, how many who's do I need to do it? Okay. Like, okay, I need someone who understands funnel strategy. Who's that? I need somebody who understands a

really good video stuff. Who's that? I need somebody who understands traffic. Who's that? Right. And it's figuring out the who's, how many who's are you from freedom? Two who's, three who's, five who's like, who are the who's instead of stressing about trying to learn it all, figure out who already knows how to do, who's already learned it, find those who's and then get them sold on the what and the why and then they'll help you out. And that's the magic. So how many who's to your freedom? Oh, that's a magic. So that's the question in my head right now is how many who's to my freedom? And so I'm going to start going through my most important projects and lining them out and then figure out the who's not the how tos,

which sucks. I love how to stuff like any books is how to blank. I buy it because I love to learn how to. It's also for fun, but not for actual business. I'm going to figure out the who's from now on. So there you go, you guys.

Thank you, Dan Sullivan for sharing that. I think it's amazing. And hopefully that'll help a lot of you guys. Oh, and then one other thing I want to share, I almost want to do a separate podcast on this, but I'm not going to, cause it's kind of a shorter thing. Um, the other, uh, one of my other friends that spoke to Ethan Willis, uh, he, he runs the backend sales and coaching department for growth.com for Brandon and Dean. And, um, he did a really great training on, on coaching and selling coaching stuff like that. And the end of it, somebody asked him like, what's the most important thing that, um, that he's learned or what books has

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

physically after. He says, when we wake up and we try to, we start trying to create the day, the problem is like, we don't have a plan. We don't have a, you know, things like that. So he said he creates the day spiritually before he like goes and actually executes on it physically which is fascinating from a spiritual standpoint that's it's really interesting as well um god created everything spiritually before he created physically so it's like we should have the same thing with our day like create things spiritually before we create physically and the second thing

and i i share this one because i am not a journaler i've never liked journaling i've never and i'm a mormon so the mormon church like they teach journal am not a journaler. I've never liked journaling. I've never, and I'm a Mormon. So the Mormon church, like they teach journal, like keep a journal all the time. Like I am the worst journaler ever on my mission. It's like, they want you to write in a journal every single day. I think I wrote my journal like three times. Like I struggle at journaling.

I think it's because I don't understand like the ROI on like what's the return on investment. Cause I'm a big high ROI type person. But anyway, what he said is that every night when he gets, when he gets, when he goes to bed at night, he pulls out his journal and he writes, he says, I'm going to write in my journal how God touched my life that day. So thinking back to that day, like what are all the things, where did God help me throughout the day?

Like, oh man, like in this situation here, he helped me in this situation. And he tries to identify the things in that day that God affected his life. And he writes those down in the journal. And that's something I could grasp. Because that's like, as soon as you're more aware of like, here's all the things that happened today that helped me, or God helped me, then you start opening your eyes to it more. You see it more.

And I think that then you're more grateful for it. When you're more grateful for it, more blessings come. And it's just like this amazing thing. And so there's the ROI, right? right which people like me who are obsessed with roi um but i think that's something i could actually get behind and stick with is like the end of the day just pulling out a journal and thinking through the day where all the things where god touched my life today and then writing those down and i think as you start doing that um more and more will appear so i'm gonna try to try to keep a journal, not a real journal. Anyway, my podcast and my blogs and my books,

my real journal. But I want to keep a journal of just the little things where God touched my life each day. Because I think as I become more aware of it, more of it will happen. And that pumps me up. So, all right, guys, this is a longer podcast. I just want to share some of those amazing things with you.

With that said, I'm going to go shower, shave, pack up my bags, and I'm heading into the last day of the 100k group and I get home to my wife and kids they are the coolest I hate being away from them, it's horrible alright guys, appreciate you all and we'll talk soon bye