Getting Stuff Done: The Framework for Finishing What You Start | #Success - Ep. 08
56:55 Share

I can say to my new Samsung Galaxy S25 Ultra, hey, find a keto-friendly restaurant nearby and text it to Beth and Steve. And it does without me lifting a finger. So I can get in more squats anywhere I can. One, two, three. Will that be cash or credit? Credit. Galaxy S25 Ultra, the AI companion that does the heavy lifting so you can do you. Get yours at Samsung.com. Compatible with select apps requires Google Gemini account results may vary based on input check responses for accuracy.

You know what's smart? Enjoying a fresh gourmet meal at home that you didn't have to cook. Meet Factor, your loophole in the laws of mealtime. Chef-crafted meals delivered with a tap, ready in just two minutes. You know what's even smarter? Treating yourself without cheating your goals. Factor is dietician-approved, chef-prepared, and you-plated. Pretty smart, huh? Refresh your routine and eat smart with Factor. Learn more at factormeals.com.

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world.

This is the Russell Brunson Show. What's up, everybody? This is Russell. Welcome back to the show. I'm excited to be hanging out with you guys today. And right now, I am in the middle of one of the heaviest seasons ever.

of our entire year here. We have Funnel Hacking Live happening in less than a week. Right now, I've got 10 presentations I'm personally working on. It's late at night right now. I'm recording a podcast for you. And on top of that, at Funnel Hacking Live, we're launching two new companies. We are doing a thousand other things. We just finished our Selling a Line event literally today and a whole bunch of other stuff. And the number one question I get from so many people is, Russell, how do you get so much stuff done? Sometimes they replace stuff with

other words, crap, or other things like that, but I'm gonna say stuff for the podcast and for the YouTube channel. But how do you get so much stuff done? And that's what I wanna talk about because I feel like so many people are trying to do things and their wheels are always spinning. They're never quite getting things finished. Yet for me and for our company, we get a lot of things done. You probably noticed how many offers and funnels we put up, how much content, like how much stuff...

we're able to do with a very small team. And the question people ask all the time is, how do you do it? So I'm gonna show you guys behind the scenes a little bit of that today and hopefully give you some ideas and motivation and just some frameworks to help you to get more things done and actually get things to the finish line, right? Because how many of you guys have...

built bridges, right? You've got this project over here and this project and four or five projects that are halfway done, but they're not finished yet, right? How do we actually close those things? How do we get them done? And that's what I'm going to show you guys today. And I think this will be very helpful for most of you, especially entrepreneurs like me and like you who have probably some sort of entrepreneurial ADD that keeps us from like focusing. Like how do you focus enough to finish so many things, right?

because when all is said and done, you're not going to remember it in your business for the things you're creating. You'll be remembered for the things you actually create, the things that are published, the things that get out there into the world. And so that's what I'm going to talk about. It's one of the jokes we have internally. I can't remember. This is...

man, probably five, six, eight years ago, I don't know, we started talking about this. We talked about this joke of just like, what we get done in our company every single day is what normal companies get done in a year. So we always call them funnel years. So we're like, oh, in three funnel years from now, blah, blah, blah, whatever the thing's going to be done, right? Because what we get done in a day, most people, most companies, most businesses get done in a year. So how do you do that? How do you compress time? How do you get that much stuff done? And that's what I want to share with you guys. So

Um, that's what, that's kind of the concept. So I've got five or six points that are very, very important to understand. They help you to get these things done. Right. And, um, so before I go too deep into the actual principles, I want to share with you one of the stories, it was just one of the insights when I first got into this business was really powerful for me. Um, okay. Again, you have to remember, like when I came into this world, um, I was a wrestler. You can tell from the cauliflower here, right? I'm a wrestler. Uh, I, I didn't, I had a C in my marketing class. I didn't have a degree in business. Like I would,

I barely graduated high school, barely graduated college. I was not at the top of my class. I was at the bottom of my class. I was a great wrestler, and that's what kept me going through college and stuff because I wanted to compete. But I wasn't great at those things. So when I started getting into business, it was weird because I started noticing a lot of the same frustrations I'd have in school, right? I'd be sitting there listening. I couldn't get things done. I was frustrated, and I didn't know what to do. And I remember I was at this one event,

And I used to go to a lot of events back then. So I was trying to figure this out. I tried to be in proximity with people who were having success because proximity is power. And, um, and so, um,

That was kind of the thoughts. And I remember at one of these events, this guy spoke and his name's Alex Mando, which just me has made no Alex. I'm just one of my early mentors, really smart guy. And he said something that was so powerful. He said, he said, Russell, you have to understand there's two types of people in this world. There's people who are great starters and there's people who are great finishers. Okay. There's starters and there's finishers. He said, you have to figure out which one you are and then surround yourself with the others.

And remember thinking about that in the time I had a whole bunch of half built bridges. I had a whole bunch of projects that were halfway done. And I was like, I'm really good at starting things. I love starting things. I get so much energy and excitement and like passion from the starting of a thing. How many guys are the same as that? How many guys are like the starters in your business, right? It's so much fun to have the idea and to brainstorm, to figure it out and get the logo design by the domain, start talking about things. But as you get further and further, at least for me, it's like further and further along the path.

The less fun it gets, the less fun it gets. And then for me, the soon as like the project's done, like before I ever launched, like when the funnels, like the product's been done, the graphic design's done, the funnel's finished. Soon as that's done, for me personally, that's where I get bored. I'm like, okay, I'm done. I want to go create another funnel. Like I literally, as soon as like, and it's funny because for me, my business, like the only way my business actually makes money is everything happens after that point, right? Do we actually sell it? Do we continue to sell it? Do we grow it? Do we scale it? Like those are the things where you actually make money. But for me, I'm a great starter.

And, and I started realizing when I heard Alex say that, like, man, I'm really good starter, but I'm not, I'm not a great finisher. And he said, he said, you gotta figure, figure out which one you are and then surround yourself with the others. And so for me, I started, started hiring people. I started hiring people, uh,

based on that. I wasn't hiring other starters. I didn't need another starter. I was starting more stuff than anybody ever should, right? But I needed finishers. One of the times I started realizing this is when I, again, I first got in this game and I started going to seminars and I was speaking to seminars. And back then, I wasn't as smart. I figured out a couple things along the way. But every time I go to a seminar, I sit in the back and I'd be making my slides while I'm looking at other speakers and figuring out what I was going to sell. And I'd create a new offer

literally every single time I would present. So I'd get on stage and I would teach something and I would sell something and I would just be making it by, okay, first you're going to get this and I'll give you this. How many of us want this? I'll throw in this. And so I started like making all these different promises, right? Cause promises to get people to buy stuff. But then I didn't know how to fulfill those promises. And half the time I forgot about it until like a month later, two months later, someone who bought from me, like, what about the, whatever thing you promised? What about this? I'm like, oh, I forgot about that. I forgot about it. And like, I was just so like, I would drop so many different balls. Right. And

And so when I started hiring people, one of the people I remember I first hired is Brent Co Peters and Brent's still with me, but Brent used to come to these seminars with me and literally I would have him sit in the back. I'm like, listen really carefully what I say. And every time I promise something, write it down so we can make sure I don't feel like I don't forget to fulfill on the promises we're making. Right. Just a basic thing. It wasn't out of like, I was trying to be a bad person. I just, I get so excited in the moment and then I would forget because again, I'm a good starter. Oh, it'd be fun. I'll do this. I'll do this. I'll do this. But I forget what I had promised sometimes and I didn't finish.

And so Brenton said that he was just captured, like pay attention, all this stuff. And he'd be like, no, no, no, don't say that, please, whatever you do. Um, but it gave me the chance to have somebody who started like have all the lists and we go back and we could finish them together and get those things right. And I started hiring more employees and more teammates over time. And the reality, if you look at like our business right now, there's probably one or two starters. I would say Todd's a starter. I'm a starter. There's a handful of them, but the other, you know, three, 400 plus employees in the click funnels, Russell universe, they're all amazing finishers. Like that's,

I have to surround myself because I'm such a good starter. I've started so many things. In fact, it's interesting. If I look at me as a coach, the reason why I love my inner circle, I love my Atlas group and things like that. Like I love starting things. And so when people come to me, I'm like, I can see in a heartbeat, like, Oh, I would do this. And I know exactly how to start, how to launch it and get things out of the way. But most people don't come to me because they're like, well, how do you scale a business? How do you longterm build and operating the, you know, the, the people like I'm not, that's,

not my skillset. Now I'm good at, I'm good at, I'm good at starting business and launching, getting messages and noises out into the marketplace. Right. And so, um, anyway, so that's the first thing I'll say for you guys is first looking internally and like, are you a starter? Are you a finisher? Okay. If you want to get more stuff done, okay. If you are a great finisher, you need to find a starter to like start these projects. You can finish them. If you are a starter, you gotta find some finishers to help you finish because it's

It gets harder and harder for us the closer we get to the finish line to actually finish if we're not finishers, if we're starters. Because the first thing you're going to do, as soon as you feel the pain of getting towards that, your brain's going to be like, I want to make something new. Give me something new. I don't want to do this. I want to do something fun and exciting. And you want to start a new thing to get out of pain because we get so much pleasure and happiness from the creation. So there's just kind of one caveat, one pre-warning for you guys as you're trying to figure out how to get more stuff done. So that's number one. Number two.

So after you've figured that out, okay, and if you are, especially if you are the starter, the next thing is you have to have a vision, right? There's gonna be a vision for the thing you're creating. Why are you doing this? Like, what does that look like? What's this vision? For me, every time I start a new project, one of the very first things I do, because for me, I get this idea and it sits in my head. And I think everyone's got probably a different order, different process. But for me, the way it works is it gets in my head and it's just like, it's kind of this like fuzzy idea, like have an idea, like, ooh, we could sell something, you know, whatever. Like I've kind of an idea of something that we could create.

And for me, it's usually I gotta figure out a domain, I gotta buy a domain name tied to it, and I gotta design a logo. Those are my next two steps for me before it can become real, it's gotta be tangible. And for me to make it tangible, I gotta have a domain name and a logo. I have literally, I would say conservatively, probably three to 4,000 domains I've bought in the past.

All of them tied to a great idea. So it's like an idea. I go buy a domain instantly. Something secret. It's like, you know, or something hacker or something. You know, it's all some version that for me. So that first thing I do for me is I'm buying a domain as quick as I can. Right.

Number two, I'm getting someone to design a logo. Because then it's like, okay, now I've got something tangible. Now I have something I can cast a vision around, right? So when I bring my team together, it's like, here's the vision. I show them the design, I talk about the name, and then it's easier for me to share my vision. So that's just me personally. You may be different, but for me, those are the things I need to be able to share the vision. And then whenever I create a new project, the first thing I'm doing after I get the domain and I get the logo, I sit down and I literally sketch out

The way I do it for my team, because we're mostly remote now, is I have a Remarkable, this is it right here, and I just go open and I can screencast it to my computer screen right here, and then I open up Camtasia or ScreenFlow or Ecamm Live or Loom or whatever you record something with, and I record myself doodling out, okay, here's the first thing, and the second, and then I cast the vision so that everybody can see it.

And for me, I like casting a vision in a way that's recorded for a couple reasons. Number one, it used to drive me crazy when I have a meeting. I bring everyone in. I cast the vision. Everyone gets excited. And they go back. And then like a week later, they come back and, no, Russell, how does this work? Explain that again. And it drives me crazy. I hate re-explaining my vision. I don't know if you guys, if you visionaries are similar, but I hate re-explaining my vision because I gave you my vision. I shouldn't have to re-explain the thing to you, right? And for me, like it sucks energy to have to re-explain something like,

I'm like, well, you're not paying attention. Can you not see what I see? You know? And it's hard because for people who are non-visionaries, it's hard for them to see what you see. Right. And it's frustrating or sorry for a visionary. It's hard because most people around you are probably non-visionaries. So it's, it's,

it's a, it's frustrating for you. And at least for me, it's frustrating when they have re-asking. So I'm like, you don't understand. You're seeing the vision. And so it's nice to record it. A couple of things. Number one, everybody hears the same message. Instead of me casting the vision of five different places, five different people, I'm telling it differently every single time I've recorded it once and they have it. And that way, when they have questions, they can go back to the vision video. Like, well,

what was the vision on this again? Oh yeah, they can watch it, right? Well, if we bring somebody new in the project, I don't have to like catch them up to speed. I'm like, okay, go watch the vision video. So you see the vision, what we're creating, and then we can, we can plug them in very, very quickly. Okay. So I always capture a vision of every project we're going to do ahead of time in video format that then I can send out to the team. Okay. So then it goes out to the team. And then for me, I've got somebody who's a great project manager. Now it depends on which

which department or area the business is in. Most, like the playground I play in are offers and funnels, right? That's my favorite. So the person on my team who's my project manager, she's amazing, her name is Morag. And Morag, what she does, she takes the vision video and then she goes and watches it and she's like, okay, everyone's gonna watch this video

But based on this, it's like, okay, so-and-so's got these five tasks from Russell. So-and-so's got these five. So-and-so's got these five. And so she's taking that and she's breaking down all the different pieces, right? What are all the pieces that have to go into, you know,

into this vision. Okay. And what's nice about that is then everyone on my team, they can go watch the whole vision video, but you know, minute one and the minute 14 and minutes 26, I talked to Jake, you know, Jake, who's your own design. Then minute three and 17 and four, I talked to, you know, to Nick, who's doing the funnel and like, you know, stuff like that. So she, so they're able to see the whole vision, but then they get from more, I got, here's all the individual tasks that are for every single person. Does that make sense?

Okay. So I cast the vision. Okay. Great starter. And then a finisher is going to take that and say, okay, what are all the pieces? Break them down. So project manager breaks down the pieces and then gives them to all the individual people then to go and actually work on their pieces. And the project manager is in charge of then taking those pieces, plugging them together and putting all those pieces together. Okay. So, um, again, number one is figuring out your starter, your finisher and surrounding yourself with the other one. Number two is casting the vision. Number three is, um,

having your team kind of break out the pieces. And some of these are all kind of tied together because my next point I had on there is after you figure out what are all the pieces involved to get this thing done, right? Next is like who are all the who's you need, okay? And so for me right now, my team, obviously I've got a whole bunch of really great who's, okay? And I say the word who, some of you guys have heard me talk about this. This is a Dan Sullivan story.

concept that he kind of invented. Then he worked with Ben, uh, with Dr. Ben Hardy to actually write a book called who not the how. And the, the concept behind this is that the reason why most people don't get things done is because they, they want to learn how to do it all right. We're doers. We're, we're, we know how to figure things out, right? I'm guessing that if you're here, you're probably one of those people. You just get stuff done, right? And,

And so what happens is we start working on a project. Also, we hit something we don't know how to do. And then what we do is we go try to figure out, okay, how do I do that? How do I do that? So then you go down this learning loop. Let me learn how to do that. I'm going to learn how to do this, this, this. And you start learning how to do the thing. And then typically that how takes this procrastination loop that maybe it delays you by a week.

or a day, a week, a month, a year, five years, whatever that thing is, right? Until you learn it and you come back, you're like, okay, now I have the skill set. Now I know how to do this. So you start going on the path again, you're going forward, you're going forward, and you get stuck again. You're like, oh, I don't know how to do that.

So you stop to go figure out how to do that. Then you go and you start learning. You go down this other learning loop. And the problem we have as doers is we start going every single time we get stuck. We figure out how to do that, how to do that, how to do that. But every time we got to figure out the how, it takes us down this loop where it just, it takes us forever to get things done. Right? And so what, um, what Dan Sullivan's, uh, argument is instead of saying, how do I do this? Every time you hit a roadblock, you stop and you never say how instead you say who, who

Who is the person that you know or you can find who already knows how to do that, who can do it for you? Okay, it's replacing the who, not the how. Yeah, it's replacing the how with the who. So again, the book's titled Who, Not How. That's kind of the concept. So the question I have for you is like, after you cast the vision, you've broken down the pieces, who are all the who's you need? Okay, and some of you guys are like, well, I don't have any who's or else, so I can't hire people. And believe me, I understand that. Like when I got started, guess how many who's I had? None, it was just me, right? But I

I didn't have all the skill sets. I was not a designer. I was not a programmer. I was not a copywriter. I wasn't all these things, right? And so I had to figure out who the who's are going to be able to do all these different pieces. Okay. And so for me, I started meeting different people. And sometimes, again, at first I couldn't afford anyone because I was a college kid.

newlywed. My wife's making nine 50 an hour. I was making $0 an hour. I'm trying to build a business, right? So I had no money. I understand it. Okay. So instead I'd use my resourcefulness. I had to find someone who's a great designer and say, Hey, this is what I'm creating. Um, you know, uh, I can't pay you, but if you help me launch it, I'll give you X percentage of anything we sell from this product. Right. And I sold people on why they should partner with me. Right. I sold, I sold designers. I sold programmers. I sold people into these projects. Okay. When I would make money in one project, I'd reinvest into another one. Right. Like I literally, um,

when I was trying to hire some programmers back in the day to create one of my very first products ever, I found out how much it was gonna cost. I didn't have that much money. And so I remember I went, my buddy and I, we went and we bought tarps and rakes and we walked around the neighborhood raking leaves for people. Rake leaves.

I drove, he put in the back of a truck, throw me the dump, got paid to rake the leaves. And I took that money. I used to rake leaves. I sent it to Romania for my buddy Doral. Doral, I pay him and he would program things for me. Right. And then that was the, that was the process. Right. So I'm, I'm, I'm hustling to figure out how to get money to be able to pay the who's right. It doesn't mean I have to like, my business has got to make X amount so I can hire a who it's like, no, like,

figure out other ways to get money, right? Like how can you get money for me? It was raking leaves. You might be borrowing money. It might be like, there could be a lot of ways, but figuring out how to get the money. Um, so I got the money to pay for the who's, um, or I, again, I partnered with the who's I offer them equity. I offer them a profit share, a rev share, things like that. Right. But, but the,

for me to figure out how to do all the pieces, it's gonna take forever, okay? So instead, I gotta figure out who are the who's who already know how to do this, but then I can figure out how do I get them on board to be part of this project, okay? One of the keys is I cast the vision. Here's the vision, right? I show them the video. This is the vision I'm trying to create. It's gonna be amazing. I got no money right now, but after it launches, I'll give you 10%, or I'll give you, you know, I'll pay you $2,000 for a logo after it launches if it's successful. Like, you know, I'm hoping it will be, but I don't know for sure, and you're finding people I can negotiate with like that, okay? So I get all the who's.

And then the last piece I had here before I'd walk into the next portion of these is really understand why are you doing this? And this kind of comes back to the vision, like you're casting the vision, figure out the pieces, who are the who's. But the big thing when you start getting the right who's on board

They want the vision of what they're creating, but they also want to know why they're doing it, right? What is the why? And you hear this talk, you know, here like Simon Sinek and people talk about like, what's the, what's your why? What's the, what's the reason behind your actually, you actually doing this? And it seems cheesy, I think, but the reality is it's so important. It's so true. Like when you understand the why and you cast a vision, uh, people will follow you. They'll follow you to the end, to the ends of the earth.

What's up, funnel hackers? I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire. For the last few years, we've been using Indeed to find the right hires in every one of the different departments inside of our company. Now think about this. You've built a successful funnel, your business is scaling, and now you're wearing all of the hats. Does this sound familiar? This is the path that most entrepreneurs go on. So at some point, you need a team to help you keep growing. But finding the right person can be very overwhelming. It can be a huge process.

pain and for me it's not something i love to do that is until we found indeed and here's why i love it when it comes to hiring indeed is literally all that you need their sponsored job feature is a total game changer it pushes your job listing right to the top of your ideal candidates page it's literally like having a billboard right in front of the dream person that you are trying to hire indeed not only works it's also fast and it's flexible there's no monthly subscriptions no long-term contracts you only pay for results

In fact, to show you how fast this is, since we started talking a few seconds ago, 23 people have already been hired on Indeed. That's the kind of efficiency every entrepreneur dreams up. So don't wait and build a team that will take your business to the next level. Go to Indeed.com slash clicks right now and get a $75 sponsored job credit to boost your job's visibility. That's Indeed.com slash clicks. Start hiring faster and smarter. When it comes to hiring, Indeed is all you need.

Hey, it's Russell Brunson, and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once, every platform, every ad type. But guess what? That's not where the magic happens. The magic happens where the decision makers are, and that is LinkedIn. LinkedIn ads let you target who you want, CEOs, C-suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business.

With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the ROAS of other platforms. And that's not just a stat. That's scaling power. Imagine your campaigns turning into a steady stream of qualified leads all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this. Start converting your B2B audience immediately.

into high quality leads today. And here's the cherry on top. LinkedIn is giving 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 apply. LinkedIn, the place to be, to be. Some of you guys know over the last...

Man, two and a half, three years now, four, I don't know how long it's been, but I've been collecting these old books, right? And for a long time, people thought I was crazy because Raya Russell's spending literally millions and millions of dollars to collect old books from people who have, you know, are no longer on the planet. And nobody could understand. And I was trying to explain it. Nobody understood. And so I remember, um,

We were about to go to Mastermind in Paradise down in Mexico with all my Inner Circle, two CCX members, things like that. And so we're about to go down to Mexico. And I had an idea. I was like, what if I pitched everybody at the Mastermind to be part of this project? They could put money into it. They could be part of this amazing thing. And I was like, I had this idea. I'm like, what if we sold, you know, we offer people they could buy in at a million dollars or $100,000. Anyway, one of those things is like, this is an idea that doesn't make any sense. And probably everyone's going to say no, but we should try it.

And so before we went to Mexico, it's like two days before we went to Mexico, some of my team, you know, I was talking to some of my team and they're like, well, we should cap, like, like, let's capture you, explain why you want, like, why are you trying to build this? Cause it still makes sense to none of us. Right. And so my team came and we went to the Napoleon Hill room, which is, I've got a backdrop on my, my Napoleon Hill books and things like that. Set the cameras. And, and I remember Dan was there. He's like, so do you have a sales script? Do you have something? I'm like, no, but,

I just, I'm just going to tell people why I'm going to tell them why, like why I'm building this. Like, why am I like, like, is Russell crazy? Maybe, but this is why I'm doing this. This is why I'm literally investing tens at this point, tens of millions of dollars from my own pocket into this vision. Right. And so I made this video and I just explained the why behind it.

And at the end I said, you know, basically it's a million dollars. This is what it looks like. And I kind of spin the wine and I did that. And remember I got done recording the video. It was one take, no editing, just one take all the way through. And the three or four guys in the room were just kind of staring at me. I was like, was it okay? And one of them was like,

"Oh my gosh, if I had a million dollars, "I would give it to you right now." And then someone else is like, "I finally understand your vision. "Why you've been buying all these books? "I finally see what you see." And I explain the why. And then I go down to Mexico and I show that video. It's a 10, 15 minute video explaining the why behind what I'm doing, making them a million dollar offer. And then I came on stage afterwards and I explained it. And from that little presentation, initially we got

We got commitments for $17 million donated towards this cause. Is that crazy? All those didn't stick over long-term and stuff like that. We kept a lot of, a couple of them fell through and things like that, but it's still insane, right? That I was able to raise $17 million on a 15 minute video explaining my why. That was it.

and then making them a really good offer. So for you, it's like when you're casting this vision, why are you doing this? Why should they care? Why would they want to be part of it? And this comes down to, again, if you're trying to figure out who are these who's you're going to be able to help with it, right? If you're trying to recruit a who to be part of your project, you can't explain the why behind it. Why would they come? So you want me to work for free so you can make something and sell it and make money, right? Who

Who's going to be excited about that? Nobody. But if you've got a reason why you're doing this, like what is that? Like why are you so passionate about it? Why are you putting in your own time and money and effort and everything you've got into this business or this project or this idea? Like explain that and then people will line up to work with you, right? When we explained ClickFunnels and put it out there and people saw it, like it's crazy. People started coming from everywhere around the world to come work with us, to work for us, to like be part of the movement because we explained the why. And so figuring out your why.

Okay, so I'm kind of all, not that I'm all over the place, but I'm going through my bullet points. I'm skipping around a little bit just to make sure I'm covering them all in my logical sequencing of events, which is different than my bulleted outline that I wrote before this. But first thing again is figuring out, are you a starter or a finisher and surrounding yourself with the other type of person?

Number two is casting the vision. What is the vision of what it is you want to create, right? And again, I do it through videos on my remarkable. Okay. Um, number three would be like explaining in that vision, your why, like, why are you actually doing this? Why should they care about it? Right. After the, why they're just going and taking your vision and breaking down here, all the pieces that are involved to be able to make this vision become a reality.

One of my favorite quotes, I can't remember where I heard this from, but I'm sure you guys know what it is. This is a famous thing, but they say, what's the best way to eat an elephant? When you look at this vision, like, whoa, that's a huge vision. That looks awesome, bro. So how are we going to do that? What's the best way to eat an elephant?

one bite at a time, right? That's what the pieces are. You're breaking down these pieces into all the different, like here's the different bites you gotta take to be able to actually eat the cellophane, right? So here's all the different pieces. So for me, it's Morag taking my vision and project managing. Here's all different pieces for our team to do, okay?

And then if you don't have a team yet, then it's figuring out who are all the who's you need to actually get those pieces done. So you can get them done in the next three months versus the next year, five years or 10 years, right? At One Funnel Hacking Lab, I remember the first time I ever explained this who not the how principle. And I was showing people this vision from like getting started,

to winning a Two Comic Club award, right? And there's this big, huge gap between those two things, right? I said, now, to go from a beginner to winning a Two Comic Club award, the first thing you have to do is you have to go and you have to figure out how to create a product, right? It's like, show the timeline, and then you're going, and all of a sudden you get the spot where you're like, oh, how do you create a product? Well, I don't really know. And then it's like, from here you gotta go and you have to go study how to create a product, how to do product research, how to record a video, how to edit a video, how to like, and all the stuff, right? And it's like, on average, it's gonna take you three or four months to master all of that and create the content, right? So,

Now you're on this path from startup to Two Comma Club winner, right? You're on this path, boom, create a product. And you get stuck with the how. It takes three or four months. And you get back on the path. Okay, I'm going to keep going now. It's like now I got the path there. Now I got to figure out how to set up a website, how to build a funnel, how to write copy. And it's like every single step. And we show this thing. And when I took all these little pieces, it would take three months to learn that, six months to learn that, a year to learn that. And we pieced them all together. Just all the skill sets you need to win a Two Comma Club.

To be able to create an offer and launch into the world, copyright, driving traffic, all different pieces. We put them together, it was like 7.49 years if I remember. It was like how long the timeline was if you want to go do this on your own.

So that's the problem is we have this vision. It's like, hey, for me to get this all done by myself, it takes 7.49 years. If I actually line it back to back, if I'm actually strategic and I show what it's gonna look like. And that's why most people don't get stuff done. So instead we have to break that down and again, it's coming back to the who's not the how. Here's the five pieces. I can get so-and-so here, so-and-so here, so-and-so here, so-and-so here. They can all be working simultaneously so they all come together at once. And also now it takes it from 7.49 years, I can compress that down to three weeks.

See how that works? Because I'm not trying to learn how to do all the things. I find the who's who already know how to do the thing. They can all be working simultaneously because it's not me just doing all the pieces and next piece, next piece. They don't have to learn it because they don't know how to do it. It's just I gotta cast the vision, explain the why, figure out the pieces, and then gather the who's. If I can do those pieces, I can compress time dramatically. It's the reason why we can launch companies and businesses and funnels so quickly, just because I've got the who's in place who can do things very, very quickly. But it took me years to get that.

When I first started launching business, I had one designer I loved. I had one, you know, I had to write the copy because I couldn't ever afford copyright. I had to learn copywriting. I had one programmer. So I had these five or six people. So every time I had a project, I knew and I knew, okay, this person charges me 300 bucks for logo. This person charges me X. And I knew what those things were. So whenever I had ideas, like, hey,

it's going to cost me $1,500 to get all the pieces done or whatever it was going to be, right? But I knew that. So I go make the money, come back. Okay, guys, here's the vision. Here's everyone's payment for the thing. Let's go build this thing, right? And that's what I would do. Okay. So those are some of the first set of components. I want to talk about, there's two big things. And these are the pieces I think drive the,

The reason why I get so much stuff done. And these are the pieces that are missing from most people when they're trying to figure this out. And I was lucky when I went to my, man, the second seminar I ever spoke at was a Carl Galletti event in Las Vegas.

Went down there to this event and again, I went and I presented, I pitched, I think I sold six people a thousand bucks a piece for my offer. So I was like pretty excited. And then I remember watching their speakers. One of the speakers was John Carlton. He's one of the greatest copywriters of all time. And John's over there speaking about copywriting. I was like, I knew that copy was the thing that I was struggling with the most. I needed to learn because it was too expensive. Hire copywriters at the time. Didn't have AI, didn't have funnel scripts. They didn't have any of these things like,

And I was like, of all the pieces, I can hire a designer for a couple hundred bucks. I can hire people here. But like the copy was like the most expensive. In fact, I remember trying to hire Michael Fortner and he quoted me eight grand. I was like eight grand, like for some words on a page, it made no sense to me. Right. So I'm like, I have to learn this. So Carlton was selling the course. It was $2,000 and we're buying the course, getting home. I started going through all the materials and learning and everything. And in that course, there's a little tiny tape on the tape. It was, um,

It was Gary Halbert and Michael Fortin talking about copywriting. And so I'm listening on my cassette player, I have my headphones in, I'm listening to these guys talk about copy. And I still remember Halbert was talking, and if you guys don't know Halbert, his nickname was the Prince of Print. He was like one of the greatest of all times. He passed away a couple years ago. I had a chance to interview him once about a year before he passed away, which was, for me, like insane honor. I was a college kid and I'm interviewing the Prince of Print. It was crazy.

Anyway, I'm listening to this podcast or this tape between these guys and Halbert shares this story. And I'm gonna share this story with you. I'll...

I want to caveat it with, I've shared this story at some of my bigger events. And one time I had three or four people who got very offended by it. So you may get offended by this. If you get offended by it, I think you're dumb because this makes no sense why this would be offensive. This is a story that illustrates the point. And it's not, I don't even know if it's true or not true. It doesn't even matter if it's true. It could be a parable for crying out loud. So if you're going to get offended, I apologize in advance, but that's kind of on you. Either way, I'm going to tell the story because it illustrates something and it changed my life when I heard it. So this is what Halbert said.

In this, I think it was called the Scuttlebutt Tapes was the name of the tapes. You've got to go try to find them on eBay. But I'm listening to this tape and Halbert talks about how we get so much stuff done. And he said, you have to learn how to trick your mind into believing that if you're not successful, you're going to die.

Okay. And this is, and then he goes on and he says, he says, if you look at how the Mexican mafia, how they get things done, right? They go to the government and like, Hey, we need you to change the laws because if you do change the laws, we're gonna make way more money. Right? So the mafia goes to government, the government's like, you know, whoever the head of the government's like, no, like why would we do that? That's the dumbest thing ever. And so what happens is the next night, the mob, the mafia or the mobster, whoever will go break into the house of the politician and

they'll sneak into the room and they'll wake up at night and they'll show them two options. Okay. One option is lead, a bullet. Boom. Okay. The other is gold. Okay. Plateau or plomo, the letter, the letter, the gold. Okay. Those are two options. Okay.

And they come back to the politician like, we need you to change the law. And you've got two options. But one, if you do, boom, you get a bag of gold or silver, right? There's the bribe. Or if you don't, there's the bullet, okay? Letter of gold, bribe of the bullet. Plot to work, plomo. Like there's a couple different versions, right? And he says, when someone comes up to you and loads you two options, either you're going to get a bunch of money or you're going to die, you figure out how to change the law.

Right. When that, when those are your only two choices, he said, the reason why most people aren't successful is because they're weak on their own mind. Right. They set a deadline like, Oh, I can change it. Oh, this is a hard deadline. No one's like holding me accountable. And they keep moving and they keep moving and keep letting this deadline shift and move and move. And Halbert said, the reason why I'm so successful is because in my head, I set a letter goal deadline. Either I'm going to have this thing done by this date.

And if I do, I get a bag of gold. If I don't, I'm going to die. Letter gold. Like that was the mindset he had to have. He said, when I shifted my mindset to be the letter gold on every single thing, plot or plomo, every single time, I figured out a way to get it done in time.

So after hearing that, I was in college at the time, I remember hearing that, I was like, okay, that's how you have success. You've got to set these deadlines, letter gold. And so for me, I started thinking, I started putting these projects together, right? Okay, and this is the idea, here's the vision, here's the four or five people I'm going to hire. And then I would tell them before we got anything done, I would set a launch date. I'm like, this is the day we're launching. And at first people thought that was a movable date. They did not know what my mindset was. It was letter gold. These dates do not change.

Okay, so we set a date, December 13th or January, whatever it was. We set a date. This is the day we're launching and I said, everyone go. And so so-and-so's designing, so-and-so's doing the webpage, so-and-so's programming. I'm writing copy and we're all busting out getting our pieces put together and we get closer and closer to that deadline, right? Getting closer and closer. And people are like, is this actually launching Thursday? I'm like, yeah, like it's Wednesday morning. I'm like, I know, we have to get this done. Like,

Just so you know, we're not going to bed until this is done. And then we pull all-nighters, like two nights in a row, get it all done in time, just in time for next day we launch it, and we launch it, put it out in the world, and guess what happened? Boom, we didn't die, we got a bag of gold, right? So next project, I set these letter gold deadlines. And so we start setting these letter gold deadlines every single time, plot, draw, plumb, the bribe or the bullet, like every single time.

And my team started knowing, like, when Russell sets a deadline, like, that's the deadline. Nothing's changing. We will hit that no matter what, okay? And if it means one night we're not sleeping all night, then we're not sleeping all night, right? It means two or three nights, like, whatever that is, but that deadline does not move, okay? And that's how we started getting stuff done. Like, that became the big secret, okay? And I started tricking my mind where literally I was like, we have to get these things done, right? And so what happened, as soon as I cast the vision and Denver told me how long they thought things were gonna take, then I would set the deadline. And then for me,

I didn't want to make these deadlines soft because then, you know, human beings are like, we're wusses. We're like, oh, we're going to change things and move things around. It's like, no, if I set the deadline, I got to set this. So I would set the deadline and then I would set up a JV page. I email all my affiliates and partners like this is launching on June 13th at 6 p.m. It's like everyone knew I'm going to get in your calendars. So everyone is going to promote this thing they have on the calendar. It had to be done or else I was going to lose tons of money. Right.

And then I would tell my team that we'd reverse engineer it. And then boom, we'd all go to work and we hit every single one of our letter goal deadlines. Okay. And this is the reason why a lot of people don't get stuff done.

Okay. They have this, um, they have this philosophy. Um, one of my mentors, um, that fear used to always say is you call it the manana principle. We get something. Oh, I'll do manana. Oh, I'll do manana. Oh manana. Right. So then as soon as manana tomorrow comes, guess what? Then you're like, oh, I'll do manana. Cause like manana always gets pushed out to the next tomorrow, the next tomorrow, the next tomorrow. Right. And that's what most people do. And they just keep like punting the ball down the field, down the field, down the field, not actually getting the thing done. And that's the problem. Okay. The reason I get stuff done is because I have a letter goal deadline.

I can look at my calendar right now. You guys can't see it from where you are right now, but I have a calendar and on my calendar has every, in, it's a big, huge wall calendar, right? So you see January, February, March, it's got all the dates and I have big in marker, all my letter goal deadlines, right? Um,

I can see them right here, like Funnel Hacking Live, letter gold deadline. I can see product launch there, product launch there, new offer launching there. They are hard-coded in marker on my wall, okay? And that marker is, well, it's not. It's magic marker, but it's letter gold. It is stuck on there, okay? And we will hit that, and I'm gonna hit it, my team's gonna, we all know what's gonna happen, and we do not miss our deadlines, okay?

Okay. You gotta stop letting yourself off the hook. Just stop looking for tomorrow, tomorrow, tomorrow. Right? Like you set a date and then you do not deviate from that date. If you deviate from that date, okay, boom, you die. You have to trick your mind. Like I literally tricked my mind. My wife would have sometimes, uh, it'd be like, you know, 6am. I hadn't slept in three days and she's like, you need to come to bed. I'm like, I can't, I can't. She's like, why? I'm like,

And consciously, obviously I know like, well, I could come to bed and we could move things, but yeah, you know, but in my mind, I'm like, I will die. Like we set this goal. Like I have to hit this. And I got so good at tricking my mind that like everything bended to my will because of that. Does that make sense? Whereas most of us are letting ourselves off the hook all the time on our deadlines and he's getting pushed down and pushed down and pushed down.

I have people all the time in my inner circle that come to this thing we call Decade in a Day where they come out here and we sit down and I have a chance to spend time with every single person in your circle. I ask them what we're working on. We set a plan. And then the last thing you can ask them, I'm like, so when's this launching?

And they're like, wait, what? I'm like, well, when's it launching? And they're like, uh, uh, like you, you want me? I'm like, yeah, accountability. You got to pick a date right now. Uh, okay. Uh, in two weeks now. Okay. Done. Like in two weeks, I make my assistant follow up. Like they got to make sure they do it right. I quit letting yourself off the hook. Like pick a deadline, pick a date. Do not let it bypass. That's how you win. Okay. Letter gold. So that's the next phase. Letter gold deadline. Okay.

what's up funnel hackers today i want to talk to you about something that's kind of like a funnel for your finances there's an app called rocket money that my wife and i recently downloaded we went and added our bank accounts added everything in there and instantly started showing us all the subscriptions we were paying monthly for and what's crazy is most these things we completely forgot about oftentimes my wife assigned for something i also signed up for we're paying twice for the exact same service it was crazy so we started using rocket money and changed everything for us rocket money is a personal finance app that helps you to find and cancel your unwanted subscriptions

Thank you.

actually for my wife and I was over a thousand dollars per month. And they didn't stop there. Rocket money even monitors my spending and sends alerts if bills increase or if I'm going close to my budgets. Now with their personalized dashboard, you can see exactly where your money's going. I've even created custom badges with categories for everything from groceries to business expenses.

Do you want to save automatically for a new house or paying off some debt? Their goals feature makes it simple and hands-free. Rocket Money has over 5 million users, including my wife and I, and it saved over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features.

So if you want to cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money, then go to rocketmoney.com slash Russell today. That's rocketmoney.com slash Russell, R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. Hey, funnel hackers. I want to talk about building your business. You've got the idea, the passion, the drive, but here's the thing. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest Registered Agent. They're like the dream team for business formation. With just 10 clicks and 10 minutes, you can build your business.

you can build your entire business identity. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one-stop shop for business owners. They've been doing this for nearly 30 years, and they've got the expertise to back it up. From trademark registration to custom domains, Northwest does it all, and they do it right. You get more when you start your business with Northwest Registered Agents.

Don't wait. Protect your privacy, build your brand, and set up your business in just 10 clicks in 10 minutes. Head to Northwest Registered Agent today and start building something amazing. Okay, now this is what's going to happen. This is the last step here in my little process, my framework for yesterday. You set the letter goal deadline. You start working towards that, right? You're working towards it. Now, it doesn't matter if I give myself two weeks or two months or two years, okay? When I get to the deadline, all the work will compress and compress and compress and

And usually I'm always gonna pull an all nighter the night before. It doesn't matter how far out I plan. So I might as well do it two weeks from now instead of two months from now because either way, I'm gonna be up till midnight or two or three in the morning the night before because that's just how things work, right? We have all these tasks that seem easier as we get closer and closer and closer to this letter goal deadline, right? As we get closer to that,

Like, it's like, I can't get all these things done. I can't get these things done. And then your brain is going to want to go push the deadline. Okay? That's your brain being weak. You do not allow your brain to push the deadline. That's not how it works. Okay? Instead, what you do, okay, you start looking at all the different tasks. Okay? Remember when we said the vision? Here's all the tasks we got to get done. Okay? And when you do that, there's always two types of tasks. There's tasks that have to get, that they have to be done for the project to go live. Okay? I call these straight line tasks. These are the things, like,

Like these have to happen or else the thing's going to fall apart. Right. Okay. But then it's like all these other tasks are like nice to have, like, Oh, make it look awesome. If we did this and we could do this and we could do this and we can do this. Right. Okay. So at the beginning of the project, we know like, here's all the straight lines. Like these are things that have to happen for this. Like if any one of these six things don't happen, the thing falls apart. Right. If I don't have a product, it's going to fall apart. If I don't have a funnel, it's going to fall apart. If I don't have a payment processing, it's going to fall apart. If I don't have traffic, it's going to fall apart. Like whatever those things,

Those five or six core things are the straight line. Those are the ones you have to have for the project to happen. Those you cannot deviate from. You have to put more emphasis and more priority on those. And then you have all the nice to haves. Okay. And this is what happens for me. Okay. I get closer and closer and closer and closer to the deadline. As I get closer, I'm like, holy crap, we're not going to make it. Okay. And this is where people try to push the deadline. No, no, no. Don't. Letter gold. Not going to happen. You do not push the deadline. Instead, you start looking at all the tasks and say, okay, all right, well, I,

I wish I had a chance to write all the pre-email sequence. I don't. So that's nice to have. That does not have to happen. I don't have to have that to launch. And then like, oh man, I wish we had more designs and stuff like that. But we don't have to have that to launch. I wish we had this. I wish we had this. And so I start cutting out all the nice to haves as I get closer and closer and closer. But I stick to the straight line, the things that I have to have. I do not deviate from those. I do not push the deadline. But I get rid of all the nice to haves because if we get closer and closer and closer, things just kind of fall where you can't get everything done.

Ever. I've never had a chance. We're like, we got everything done just in time for launch. Not once in two and a half decades of playing this game. Okay. It's not going to happen. Okay.

Okay. Think about in sports. I'm the same way in sports. Like I've been training and practicing and training and practicing and getting closer and closer to the match. Okay. Nice thing about sports is like when they set the schedule for the year, those are letter goal deadlines. That match is happening. I'm competing against this school, this team, this whatever on those days, no matter what the tournament's not moving for me if I'm not ready. Right. And so I'm like, I always need to do to get perfected for the tournament. It's like a closer and closer. Like I'm not going to make it. What are the things I have to do to compete? Okay. As a combat athlete, what do I have to do? I have to make weight.

Okay. So I have to wait, I have to lose, you know, 20 pounds to be on the scale by Thursday at whatever weigh-ins are, or I do not get to compete. So like that's a non-negotiable. Okay. Like that has to happen. Like, and honestly for, you know, I have to win my wrestle off at my team. Okay. Those two things, if I don't do those two things, I do not get a wrestle. So those are the straight lines I have to have. Everything else is nice to have, right? Like getting a better shape, getting your cardio, getting your muscles, like doing the drilling. Those things are all great, but they're, they're, they're nice to have. Okay. Not to have to have. Okay.

Okay. If I do not make weight on the day, I do not get to wrestle. Okay. So those are the straight lines for me. If I'm launching a project on next Thursday, what are the things that have to have happen for people to actually buy? Okay. Um, and so those are the things I'm thinking through, like what's the straight line. And as you get closer and closer and closer, all the nice to have is going to fall apart, fall apart, fall apart. You hit the deadline, you launch it. And after launches, then you come back and say, okay, what are the nice to have? So we didn't finish. And now we start weaving those and we start backfilling those after the project goes live. Okay. And that's how we play the game.

That's why I get so much stuff done, okay? From the outside, I don't know what it looks like to you guys, but internally, it is a mess every single time. Everyone's going crazy. Deadlines happening, we're all cranking, everyone's working on things. Last minute, we're like, we can't get that done, that done, this isn't happening, none of the social posts are done, none of this is done, none of that, doesn't matter. We're launching the webinar, boom, webinar launches, we make a bunch of sales, sales are coming in, it's like sweet, we made sales, okay.

We got 30 seconds to breathe, now it's backfill. Go get the social campaigns, figure out, go get this, go get this, go get this. Start plugging it in, plugging it in, plugging it in, and now we get those things done in the future, okay? We do not move from our letter goal deadline. That is the key. That's what most people are struggling on is they keep letting this thing move and move and move and move, okay? So when you ask me, Russell, how do you get so much stuff done? Those are the things, okay?

I know I'm a starter. So I surround myself with tons of finishers. Number two, I cast a vision that everyone on my team can see. They can report back to, they can seek, they can, you know, they get stuck in the process. They forget, they can go back and they can watch the video, understand what the vision is, what we were creating. They understand the why we're doing behind it. So they can get bought into the why so they can be motivated as well. Okay. Number three, they, we've broken down from the vision. Okay. Again, all the starters were great. The vision. Okay. We find a finish. Now take that vision and say, okay, here's all the pieces that you need to get in place to be able to actually get this thing done. And if you don't,

if you can't afford a finisher yet, then you're going to have to be both. It's going to be painful, but you got to do it anyway. Okay. For the first decade of my business, it was me. And so for the first decade, I had to be the finisher. I had to go take the big project and break it down. I was not good at it. Okay. But I didn't have any money, so I couldn't hire somebody else to do it. Right. So it was me figuring out those things out. Okay. And so you figure out what are all the different pieces after that, the goals and figure out who are all the, who's who can help you with this.

Okay? Again, if you've got to go and try to relearn all the, or learn all the different pieces to make this successful, you're probably not going to be successful. So figuring out who are the people, I got to start gathering my adventures team. I need the Hulk. I need Iron Man. I need, you know, Dr. Strange. Here's a lot of pieces, people I need. And then figuring out how to either pay those people or partner with them or give them equity. Whatever it takes to get those people on your team,

Okay. After you've got them all figured out and you find out from everyone how long it's going to take. Okay. You set a letter goal deadline. You get everyone's buying on this and then you do not deviate. It does not move. Then as you start marching towards that letter goal deadline, right? You're focusing on the straight line. Things that have to happen for you to be able to actually launch.

Okay. As you get closer and closer and closer, all nice to have to start falling off, falling off, falling off, falling off, falling off. But you stick to the straight line until you get it done. You launch it and after it's out in the world, then you come back and start weaving in all nice to have, weaving in all nice to have. Okay. And that's how you play the game. Okay. Now I want to tell you guys a real quick story to kind of wrap this up, to show you the results of this. Okay. Um, because a lot of times I think the launch, the putting the project out there, then it's done. So it's like, you know, and it's not, it's like, that's the beginning of the game.

Okay. So, um, man, six months ago, um,

I had a vision for a project and it was an event called Selling Online. You guys probably heard of it. If you haven't, go register for it. We do it once a month. It's amazing, okay? So Selling Online event, cast the vision for my team. Everyone got excited. We saw the whole vision in two weeks, okay? We put together the whole thing. So what do I have to do in two weeks? So there's a lot of stuff, right? But number one, we got people to actually show up. So step one, create the funnel page, the upsell sequence, members area, and we promoted it. So we promoted the list before I even created one presentation. Now this is a three-day event where I'm doing basically every single presentation, right?

Okay, so we launched it, people are registering, they're signing up and it's like, cool, people are registering. Step one is done. I don't know what I'm gonna talk about. Okay, well, all right, that's step number two, right? So then I'm going back and I'm killing myself. I know that for me to be successful, we do the entire event, but there is an offer on the event, right? So I know that of all the pieces, there's a lot of nice tabs, all the presentations would be nice to have, but the one that has to happen for us to actually make money is the selling presentation. So my next piece, like straight line, webinar registration page,

Right? Drive traffic, straight line, number one. Reg page, two. Registration page, straight line, number three. I have to have a webinar that's going to sell. So I focus all my effort for a week on creating the one presentation that's going to convert people and get them to buy. Create that presentation, right? Now I've got the pieces. Worst case scenario, people registered, went through the funnel. They go through a three-day event. I got the one presentation where I sell, and then we got the offer and the members are in the back end, right? So those are the pieces that had to have happened for the event to work, okay? So we got those pieces done.

Then it's like, I still have another week. Cool. My letter goal deadline is a week away before the event actually starts. Now I can go and try to see if I can get all the other presentations done. So I'm doing presentation number one, number two, number three. I'm trying to get all the other presentations done. Right? I got closer and closer. So the event goes live. Guess what? It's a three-day event. I had everything done for day number one, everything done for day number two, and I had nothing done for day number three. Okay? I ran out of time.

But the event went live. So we launched the event. I do day number one, do day number two. We make the offer. People go by. Day number three comes out and had an outline for what I wanted to create, but I didn't have any slides and had nothing else. So I got on stage and I was out of time, but they were there, right? So I go through and I do the entire day number three just from an outline. Okay. And luckily day number three crushed as well. Right. And so that was the first event. Okay. Now what's happened?

all of the biggest, the biggest, like the straight line, the biggest blocks all got done, right? And they were all working. Now it's like, what did we not get? So our team afterwards has like, we're all like, oh, we did it. I can't believe that, right?

Okay. Like what, what do we forget? It's like, Oh, we forgot the email sequence. We forgot this. We forgot this. We ran out of time for this. We like all the nice tabs. Right. So it's okay. Let's do this event again in a month and let's go back through. And this, this, you know, now we have the hard works done, right? The four or five big rock, like we have registration page. We've got a funnel. We have the offer. We have memberships. Like all things are done. So now we're doing this round number two. Okay. We're set a letter goal deadlines happening 30 days. Then it's going to happen again. Boom. We come back.

And this time around, what do we do? We go back through and I have some time to plan day number three, right? We go back live again. I do day number one again. And this time I was like, day number one was good, but I missed a couple pieces. I decided to call Jones, come in and teach one or two sessions. And we moved some things around, right? Did the second time around, right? And the second time around, we started thinking like, hey, how do we, how do we get more people to show up to the webinar? How do we get more things? So all the nice to have, now we had time for those. Launched the next version event. It did awesome, okay? Then we come back.

30 days later, let's do this event again. The nice thing is that all the major things are done. Most of the nice things, nice to have done things are done, but there's a lot of other pieces that are still missing. So let's come back. Now I'll come back and add some more of the nice to have things, right? And we keep doing this month after month after month. So check this out now. I'm just looking at my stats right here so you can, I'm not going to show them to you right now, but I'll tell you what they are. So I've done this event now. One, two, three, four, five, six, seven,

Six times. This month was the seventh time we've run this event. Seventh time we've run this event. Each time, making little tweaks, making little changes, tweaks and changes. Based on those tweaks and changes we made from this last set of the event, because the event was all perfect, now we're just tweaking. So I literally tweaked 10 minutes of the event. From that 10-minute tweak, the nice to have thing that we finally figured out how to do, we 3X'd ourselves. 3X'd ourselves. Do you hear me say that? 3X'd.

A lot of times I'm happy with a 20% conversion, 30% increase in conversion. We 3x'd ourselves on the 1, 2, 3, 4, 5, 6, 7th version of this event. Okay? And that's the secret, you guys. We're also trying to get so much stuff done. Okay? We get it done and then we iterate and we iterate and we iterate and we iterate. Okay? This event, we

that we've now mastered, right? We're gonna do it again next month and I got all the things in place and it's gonna be easier for me to do because I know what the presentations are, I know what the, like all the nice to haves, all the have to haves are done and we'll just keep tweaking and changing, right? We'll do this again next month and like, I don't know, who knows what the numbers will end up being but I would say conservatively this event will be a 30, $40 million a year business, just the event, just by itself, right? But it comes from this process.

And so that's how we get stuff done. Now for me, we're doing this on multiple projects at a time, multiple businesses at a time. You shouldn't do that. You should focus on one. But I want to show you that's the process how we do these things, right? I think a lot of times the reason why I move our letter goal deadlines is because we think we got one shot. We got one shot. It's going to work or it's not going to work, right? We start thinking that way. It goes out there and then yes, you got one shot. But the reality is in this game, in this business we're playing, entrepreneurship, you don't have one shot.

You got a shot and you got to give him the shot next month and the next month and the next month, right? We launched the ClickFunnels. We launched ClickFunnels a decade ago, right? I did a webinar. I told you this. I've told you guys this story multiple times, but I did that live webinar live between 70 and 80 times over and over and over and over and over and over again until it was perfect, right? Now, I could have waited until that webinar. I could have waited until it was perfect. I could have waited until I had a course. I could have waited until I had this. I could have waited. I could have waited. I could have waited. I could have kept moving that line. I could have kept moving that line.

Right. But what did I do? I set a letter gold deadline. And for me, it's my friend saying, uh, can you speak an event this weekend? I'm like, okay. He's like, you need to sell a thousand dollar thing. I'm like, I don't have a thousand dollar thing. He's like, we'll make a thousand dollar version of click funnels and write a presentation. Okay. What do I need? Like, what are the, like, there's the letter goal. I'm selling on Saturday. It's Wednesday. Like what's the letter goal. I have to have a presentation and an offer and an order form. Okay. Got the order forms printed, create a presentation, made an offer.

Lettergold deadline got there, launched it, did pretty good. Okay, then came back, iterate. Next week did it as webinar. Webinar, do. And improved upon it, improved upon it, improved upon it until it was amazing. Okay? And so that's how we do it. Now the other reason why I do this way is because sometimes you'll go through a process, hit Lettergold, you launch it, and then it fails or doesn't do well. Right? What's nice is that I only wasted two weeks or three weeks or a month on a project versus six months or a year.

For all you guys to keep punting the deadline, keep punting it and punting it and punting it, right? You waste six months, eight months, a year, two years, three years trying and waiting and trying to get this thing perfectly. You launch it and guess what? It's not perfect anyway. That's the problem, right? And then at that time, you run out of time, you run out of money, you're stressed out of your mind because you never got the thing done. That's the reason why, right? Because you kept punting it down the line. Instead, you got to stop, right? Set a letter goal deadline, get it out there, the best iteration, launch it out to the world,

Cut out all the nice halves, and then version two, now you can start adding in some nice halves. Version three, add in even more nice halves. Eventually, version four, five, six becomes flawless. For me, version seven. Version seven is the event. 3x the money from the last version just by tweaking 10 minutes worth of stuff. You guys getting this? ClickFunnels, $100 million a year company off me doing one webinar 70 times in a row. Every time, iterating, iterating, iterating, iterating until it was flawless. I didn't wait.

That's the key, right? I get a lot of stuff done so I figure out which things are worth pursuing, which things are worth iterating, which things are worth becoming amazing. Like it's crazy, we're looking at the ClickFunnels journey, the last decade of this business. The majority of our volume and money came off of three funnels. How many funnels did it launch in the last decade? It's definitely over 100, maybe over two, right? Russ, why'd you launch 200 different funnels? Because I was looking for the three, right? If I was waiting for six months for the one, I never would have found the three, right?

Right? I got to go through a lot of iterations till I find the winners. Right? And if my letter goal deadline is so far away and keeps moving, I'm never going to get forced to figure out the things. Right? That's what most people are missing. Okay. I launched a hundred funnels to find the three that are going to do the volume. If I'm launching one a year, I'm not going to make it. Okay.

Unless you're lucky. Some people do get lucky, but it's rare. It's on the backside of volume, putting a lot of stuff out there, okay? A lot of content, a lot of videos, a lot of funnels, a lot of offers. And when you do that, that's how you make your, you give yourself a shot to win, okay?

And so understanding how we get stuff done, in fact, it brings me back to like the very, the premise of ClickFunnels initially, right? Is the fact that prior to ClickFunnels on our best, it took us three months on average to build and launch one, one funnel, one offer, right? When ClickFunnels came around, we could do it in an hour.

If I was going fast, if you're going normal speed, two or three days, you can launch a really good funnel, really good offer and get it out there to the world. And I remember one of my favorite stories, Trey Llewellyn came to ClickFunnels and he joined my inner circle. And I remember him telling me, he's like, I'm gonna launch a funnel, like ClickFunnels is so easy, I'm gonna launch a funnel every single week until it works. I'm like, if you had to, go for it. And I watched him, week one, launch a funnel, week two, new funnel, week three, week four, right? Each week set a let it go deadline, right? Pick a new product, new offer, launch it, boom, boom, boom. I think it was like, like,

Number 11, I think was the funnel, if I remember right. Funnel number 11 he launched was his flashlight funnel, which became the fastest grossing funnel of all time. No one's beat it yet. Decade later, I think it was like 20 or $30 million in six weeks, right? It's ridiculous. Like I don't even want to share that number because it's like, could that happen to me? No, it's not going to happen to any of you guys. Like that's a freak thing that actually happened to that dude, but it was crazy to watch it, right? But it came from,

consistency, putting him out there, right? He had launched 11 funnels before he found the one that was the one that was gonna blow up for him, okay? ClickFunnels, we launched 100 funnels to find the three that built a company that's done over a billion dollars in sales now, right?

So that's my methodology. That's how it works. That's how I get so much stuff done. I hope that helps you guys. Again, I'm going through them fast. Number one, figure out are you a starter or are you a finisher? Figure that out and surround yourself with the other type. Number two, what is the vision? Cast a vision so everyone sees it. Number three, what is the why behind your vision? Make sure that people understand your why so they can get bought in. Number four, what are all the pieces? Project manage all the pieces that make the vision possible. Number five,

whatever we are, five, who are all the who's you need to be able to help execute on that and figure out how to recruit those people and to get your Avengers teams together. After that, pick in the letter goal date and do not deviate from that date at all. And then as you get closer and closer and closer, you pick the straight line, all the things you have to do to actually get launched and live. And then from there, you iterate over and over and over and over again. And you keep doing that until it stops working, okay? Again, event number seven,

I've got an event number eight happening this month. I'm going to make a couple more tweaks. If I can get a three X sales again, three X conversion from 10 minutes a week. If I do that same thing again next month, or maybe I only get a 50%. If I do that this month, 50% next month, that's a hundred percent in the last two months. Like it is insane.

right? The amount of volume. Anyway, it's, it's, it gets crazy really fast. Okay. But that's how we get stuff done. Hope that helps you guys. Appreciate you all. Thanks for listening to the podcast. If you enjoy this one, share somebody for watching on YouTube, let me know in the comments down below and appreciate you all. And I hope you guys are enjoying the Russell Brunson show.

Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast.