Russell Unplugged: The Secrets To Unstoppable Productivity
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What's going on, my friends? This is Russell. Welcome back to the Marketing Secrets Podcast. I'm

I am excited for this episode. This is one that was really, really special to me and I've fought going back and forth. Like, do I share this with everybody? It's not, is it more private, is more personal? Um, at a recent inner circle meeting, um, we were planning on doing some late night session and trying to plan, you know, map it out what I was going to do. And I remember, uh, Annie Grace, most of you guys know Annie in our community. She runs, uh, this naked mind. She helps people overcome alcohol addiction. Um, she's, she's awesome. Um,

And she asked me actually, she's like, I would love to actually interview you on stage about how you get so much stuff done. She's like, I'm trying to figure out how in the world you accomplish so much. And she's like, can I do that? And I was like, I don't actually, I don't know how to explain like how I get so much stuff done. Like, I don't know how to explain it. She's like, exactly. That's why you need me to come up there and interview and pull these things out. And I was kind of like, I went back and forth. I'm like, I don't know if we should do this or not.

And finally we decided to do it. And so one of the nights at our inner circle meeting, we did a late night session and I went on stage and she had a really fun chance to ask me all these questions. And it was really cool what came out of it. It was really powerful. Those who were in the room, we got such good feedback. Everyone's like, this is huge. Like, I think a lot of it was like,

The entrepreneurs who like me are like, oh my gosh, I'm not weird. And other people who work with entrepreneurs are like, oh, now I know how to actually work with my crazy person on my team who is insane all the time. Anyway, I hope you enjoy it. I'm excited to re-listen to it when the podcast goes live and I hope you guys enjoy it as well.

Um, and hopefully it gives you, um, some insights on how I get so much stuff done, gives you some ideas on how you can get more stuff done. And again, if you are the crazy entrepreneur, hopefully it makes you feel more heard and seen. And if you are someone who serves an entrepreneur that you can see, um, that maybe they're not as weird as you may think, or maybe we're way more weird than everybody thinks. Who knows? Anyway, that said, I hope you guys enjoy this episode. If you do, please reach out to me and Annie and whoever else and let us know that you liked it. And if you want us to keep dropping more really cool stuff like this. All right. Thanks so much. And we'll talk to you soon.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets Podcast.

I'm on the hot seat tonight. This is my living room. So we're just going to pretend you're not here. Yes, yes, I've had my way. This is the living room. So over the last, I guess, seven years, I've become good friends with Russell. And Russell, Eileen, and I talk a lot. And we have kind of this, like, front row seat to how much he is doing. And I keep thinking, like, I don't understand. And I want to just go up to him and be like...

Is it flesh? Is it bionic? Is it robotic? Like, I can't understand. And then I had a theory that maybe, you know, James's protein powder wasn't really cake batter. Maybe it was actually some other substances and those were being like intravenously fed. And I've had all of these questions and I keep saying, Russell, if you are my friend, you have to tell me how you get so much done.

And in this room, it's GCD, get crap done. It's not GSD. All right. And so I was like, if you're my friend, you have to tell me. And Russell just says, I don't know. I don't know. And I was like, there's got to be a better answer. So I am taking a massive risk tonight. I'm pretty nervous because I'm going to challenge myself.

To try and find out. So I'm going to be the investigative reporter and I have a lot of questions and I've been watching him and I'm going to try to unpack for all of us because how many of you would like to know how he does this? Say yes. How cool would that be if we could all kind of walk out of here? If we could walk out of here with like one tenth of the productivity that Russell brings into every day, how many of you that would change your life? Say yes.

I mean, it would be amazing. So before we got on stage, I was like, well, I mean, I know of a lot of stuff you've been doing, but I think it would be really cool to write it all down on the board. And Russell's like, oh, well, you don't know very much of what I'm doing. I haven't shared most of it. He's like, there's a lot of things that I'm doing that you don't know anything about. I was like, really? Okay. So we did. And real quick, each one of these is a separate project that we are doing actively right now since last year.

Atlas Circle meeting. So this is since last meeting. Okay. And if you had to assign a revenue number to the average project on this list, each one has a big blue bullet. What would you assign a revenue number? A minimum of a million dollars to start the project. So that's kind of the baseline. Will this add an extra million dollars to the bottom line or not? Just a two comic club project on this list. You guys ready for this? All right. Give it a hand. Give the list a hand. You guys ready for this?

I know it's the evening. What is even happening right now? I think I have a problem. These are not small things. You know what this one says? I'm writing a new book called Secrets of Success. You know what this one says? Oh, I just did a whole new onboarding flow for all of ClickFunnels, right? You know what this one says? I don't know. I'm just doing a whole e-comm funnel partnership and JV thing to take all

all of Trey Llewellyn's stuff into e-com, right? I did a linchpin curated event. I did a category curated event. I did the Atlas meeting. It's unbelievable to me. Unbelievable. And all the while, he also bought a movie theater. Did anybody know that Russell bought a movie theater? By this time next year, this meeting will hopefully be in the movie theater. It's insane. Yeah.

All while being canceled. Give it up for Russell. All while being canceled. We're walking us through all these ideas because they're all so cool. We spend three or four hours. Anyway, if it goes really wrong, we're all very interested. If we can't get anything. All right. So my first question is really important. How do you relax? That's a great question. Um,

Essentially, I think about my growing up. I went to school, and I really struggled in school, so that was painful and stuff. And then I'd go to wrestling practice, which was not easy. It was like, any wrestlers in the room? Wrestling practice is not easy. It is the toughest thing you'll ever do, and that's how I relaxed. It was like my stress release was the thing that got me to survive. But it wasn't easy. It was the grind that was the relaxing thing. So for me, this isn't the part that stresses me out. It's the...

the other stuff that's harder. You know what I mean? It's the unstructured Saturday. Yeah. Nothing to do. You're supposed to just be present and so hard. You're like, what do I do now? Like we just got home from a cruise with our family, which was so much fun. We're sitting on a cruise ship. I'm just like, that's stressful. Like, I don't know what to do with my hands. You know, like my brain, I'm picking ideas. Think about this for now. You're like, Whoa. And it gets cool, you know, but like, yeah, so there's that, but also, um,

This might be a better answer. So for me, it's like I feel like a lot of what I do and probably what you guys do as well is like we're entertaining people. So like, for example, Funnel Hacking Live, like four days of killing yourselves, you're so tired. And when it's done, the only thing I want to do is go to a movie and have someone else entertain me. A lot of times, like we're dead tired. Everyone's tired. I'm like, let's watch a movie. And they're like, what? It's like midnight. I'm like, I need people to entertain me now. So I am a big like when I do get to the end of something, I try to do something where someone else is entertaining me. Like I really just sit there like.

Yeah. Yeah. I love that. And one thing you said to me was that actually this is the thing that gives you energy. Yeah. So energy is interesting because energy becomes infinite. Like if the thing you're doing gives you energy and actually burnout only happens when the thing you're doing is draining your energy. Yeah. And so how did you switch or did you ever have to switch from feeling like you have to do stuff? One of the things I'm so struck by, by you is that

I don't think there's any have-tos up here. It's all get-tos. And so do you have a filter that you only do stuff that you are excited about and you want to do? And is that conscious or unconscious? I think it's part of it because I do know the times where it's like... And we all have these. There's these projects you have to do that...

they're so much harder and so much more painful. Um, and so I try to wrap those around a lot of stuff I do want to do. So a lot of times I'll do like, let's say there's three things I do today. And there's one that's like, I would rather die than do this. I'll do the first one first. So I get the energy momentum happening. So it's like, okay, fun stuff's happening. Then I'm like, okay, it's done. And I'll go try to get that other thing done. But I have like the care at the end, knowing that as soon as I get this done, I get to go do that

other thing, which is back to the exciting part. And so I'll structure, um, projects or things in my head that I got to do wrapped around that. Cause if I start with the worst thing that I don't have enough energy to ever get the thing done. And then I'm sitting there for four hours, just like, but if I'm like getting myself in a momentum initially with like, what's the fun, like, so if I look at the projects right now, like the one that I'm probably most excited for always is,

Which is this insanely cool project we're working on. It should be rolling out hopefully this month. And I won't tell you much about it, but it's like this new software product that's like, it's so cool. And so what'll happen a lot of times is the guy, my partner's working on it right now, like in the mornings, he'll send me some videos of what he did. He's like a coder that works all night long. So he's coding all night, sends me the things. So I'll walk in the morning, I'll see the videos. I'm like, oh, this is amazing. And like, I'll spend time going back and forth with him, like just dumping all this stuff on it. And then he's all excited, I'm all excited. And I'm like, okay, now I'm excited.

Now I got to go do one of these. I go pick something that I may not like as much and I'll try to get it done in it. Like, okay, my goal is to get this done from, from, from nine till 11 by 11 o'clock. If I can get this done, then go back and I can re re message.

So,

So basically it's the exact opposite of Brian Tracy's book, Eat That Frog, right? Which is great because we were kind of – That frog is depressing. I don't want to eat it yet. Nobody wants to eat the frog, which is so interesting because we're thinking about –

I was thinking like, Russell's like, well, what if I can't tell anybody how productive I am? And I'm like, we're trying to understand you. We're not trying to understand a system or a process or we're trying to understand you. And there's something so important in that because I think what Russell just told us is that he literally runs on a fuel source that is enthusiasm and is fun and is joy. And if you think about that, like,

there's actually measurements done where higher emotions vibrate higher, which means they have more energy. So like those emotions like joy and gratitude and enthusiasm, like they literally like have more energy. So you just, because you're running on that fuel source, you have more energy. Yeah. How many of you are running on a fuel source, like excitement and emotion in your business?

How many of you feel like that is a goal for you? Like you want to make that switch. You want to make that switch. That's amazing. Of those of you who are running on that fuel source, are you making a lot of money?

Yes. There's a lot of thumbs up. And I think it's like literally directly correlated. And sometimes we think it has to be so hard. And I think one of the most fun things for me is thinking, oh, to be next to somebody who's so enthusiastic and so passionate. And so I feel like that's secret number one. It's like you've got to be running on the fuel that creates more fuel, right? One thought on the two that's interesting is just vibration, like that concept. And I'm like,

I'm not a woo-woo guy. So like, I remember people talking about vibration and people's vibes. And I thought that was the dumbest thing ever. Um, but then I started like actually seeing an action and someone told me, I don't know if this is true or not. Actually, it is true. Cause I literally bought a set of tuning forks last week and we tried it. So they told me this is true. And I proved that if you take two tuning forks that are different levels and you whack this one, you whack this one here, there are two different sounds. You can hear each sound separately by your ears. You put them together for like 30 seconds and you put them here and it's the exact same sound. So like,

they'll take the higher frequency, lower frequency, and it goes together. And that's how vibrations work with tuning forks. So we actually made reels about it. You'll see it here in the next week or so. So I bought tuning forks to prove the model. But what's interesting is I noticed that with myself and other people. And so I remember actually Dave Woodward and I had this conversation four or five years ago where we come into the office. And typically, you come to the office Monday morning. Everyone's at a vibe where it's just like weekends over. Everyone's kind of here. And so if I came in, I was like, hey, guys, how's it going?

That was like the entire office for the rest of that day was that way. And so I started noticing if I came in like up here, like I banged my tuning fork and it was like this high level. I came in. Then what happens is there's this weird tug of war and you can physically feel it. Uh, especially I do with my kids. Now I can feel the tug of war with my kids. My kids wake in the morning, especially my teenagers. Like, Hey,

how's it going buddy you know and i'm like trying to come up here and it's this tug of war where they're trying to like get their my vibe to match theirs i'm trying to get there and it's like this but you see in the office i come in and it's like if i come in this vibe right here within within two or three minutes everyone else comes up and then the entire production of everyone is better and so i told dave about that so then when dave was here like every time he come in the office and he's like oh and it was like this level and so we'd always do that i remember days i'd be sitting in my cars i'd pull up just like

stressed out or depressed or whatever the thing is. And I'm like, if I walk in like this, everyone's going to drop down and nothing we've done today as a whole. So it's like, okay, change the vibration, get it up here and then come in really high. And I actually forgot about that for a long time, um, until probably a month or so ago, because, um, I was going through a lot of, a lot of low vibe things in my life that were pulling me down. And I started noticing like just the energy around me was horrible. And I forgot about it until I

I found an old magazine from 1913 that had an article about vibration. Anyway, cause I'm weird. And it talked about that and I was like, Oh my gosh, I forgot. And so for the next week I consciously made an effort to do that and the office shifted. And then we'd have our morning meetings with all of our, um, uh, all the partners and click funnels. And I noticed that I was coming in just like, I,

I was. And so I started shifting that. So I'd come in like this, as high as possible. And what's crazy is like by the time I like we do a five minute call every day, by the five minute calls, everyone's like energized. And what's crazy is then they go and they do their breakout meetings with their teams. But now they're entering that breakout at this level. And it starts bleeding down to the entire company, entire infrastructure based on like, if I'm willing to come in with this high level of vibration, then everything else moves faster. And if I don't, everything slows down to a halt. It's really crazy.

Well, okay. It's not woo-woo. It's proven with EMRIs. There's an electromagnetic resonance to our emotional energy. And actually, your emotional energy is 70%. So we think it's like how much we sleep or how much we eat. It's not. It's what we feel. And so it's contagious, like literally contagious. So you're taking and you're pouring on the infinite fuel source. If you think of a little...

kid, right? Little kids can go forever and ever and ever. Like there's no end to it because their work is play. Their work is joy. It's just the funnest thing for them. There's no end to it. And so you're taking that and then you're giving it to the people below you. And how many of you come here for some of that Russell energy, right? Like we're in the room for some of that energy. We pay a lot of money for some of that energy. It's like being in his like proximity. We're like, Oh my gosh, how many of you feel that at funnel hacking live? Like times a hundred. Yes. Yes.

So it's like why we keep coming because we just, it's so, it's not woo-woo. It's like the truest thing. And I think it's a huge reason you get so much done. Yeah. Interesting. There you go. Okay. We're done. We're done. All right. Awesome. So when you are thinking about something new that you want to do and you get super psyched about it and you're so stoked, what is your specifically, how do you communicate that to your team? And then when do you set it, hand it off?

Cool. Um, so initially I don't communicate to my team because if I come in too fast, I'm like, Hey guys, here's the next project. I get all excited in their mind. They're like, Oh my gosh, you need to give me another project. And they're stressed out and their anxiety. So I don't initially pitch my entire team on an idea. Um, this actually comes back. So when I was in college and I was first starting this business and it was just me, um,

I would have an idea, but I knew that like to, to accomplish an idea and get it done, there were a lot of steps, right? Like for me, it was like, I need to create a logo. And then from, and the logo gives me energy and I got to buy domain or buy domaining to create a logo. And then like, I got to, if I was doing a lot of programming projects, I have to hire a programmer to program it. And then I got to hire a designer to make the design. I got to write the video. There's all these different pieces, right? And all of them take different amounts of time. And so I started looking at like, when I have an idea, like what are the things that take the most amount of time? Um, and I start doing those. So if I would like, for example, a

Which is, you guys, it's a ClickFunnels tool you guys are going to freak out about when it's done. It's insane. But we had the idea for that. And so I didn't tell anybody. I didn't tell Todd. I didn't tell Brent. Nobody knew about it at all other than me and this one person who was working on it. And I knew because it didn't take the longest. It's the programming. The programming doesn't take the longest. And so I wasn't sharing with anybody. I was just like, hey, here's the programming, and we're going to start.

Um, and so he started programming, started working on it. And that was like the second most things to take the most amount of time is the animation. So I want to make an explainer video. Um, and so the explainer video animation I know is gonna take about six weeks. And so the next thing I did is I wrote a script, sent it to the animator guy, pitched him on as I can. Here's the script. It starts storyboarding and start getting it together. So he's working on that, putting the whole storyboard together, starting the animation process. Cause those two things are the biggest pieces. And now what's happening is these things are getting done in the silo. I'm going to knowing about it and he gets a certain spot now where now it's like something cool I can show. Then I go, I'm like, Hey guys,

I'm working on a scene called it's really cool. Like what's that? And I show them the video. They're like an awesome, their energy levels. Like they're not like, Oh crap, we gotta do this work. They're like, Holy crap, that's amazing. I'm like, here's the script I wrote. I'm like, Oh, I see the vision. Here's the thing. And also like now everyone's got energy and everyone's on board. And then now it can, it can, it can catapult. And this came from back in the day when I was doing these projects is, um, I didn't have a lot of money, but I had a lot of ideas. And so I would go to, um, does anyone here remember script lance.com?

a couple of old school people. It used to be called Scriplance and then there was one called Renicoder and then there was Odesk, which came up work. Anyway, it was just a programming site. So I would have an idea of sitting in class

And, um, and I would just post it. Like I'd open script plans. I'm like, Hey, I'm trying to build a software program. It is that I listed a bunch of stuff out and I submit the project. And within like 30 seconds, I'd have people from all around the world bidding on this project and they're all bidding on it. And I just watch all the people coming through. And then what happened is, um, I had no idea who was going to be good or who's going to be bad, but the bids were usually like, I'll do it for 50 bucks. I'll do it for 20 bucks. And so I'd hire like three different people to do the project.

Cause I don't know who's going to be the best, which is gonna be fastest. So three people did the project, but then I was doing like, I would probably do three or four of those a day, just getting people starting on stuff. And I get them starting on these projects. Cause I have no idea if they're going to have wings or not. And so I'm just kind of like starting just to see if they go anywhere, if they die or what happens. Um, and then from that, the best stuff like rises to the top. Um, so that's kind of the first part of it. And the second piece of it is, um, geez, what a Gantt chart is. Is this like a thing most people know about?

I didn't know about this for like a year or two ago, but in my head, I'm like, I know that again, like the programs take this long video, take this long. So I'm doing those pieces. And then the next part, next part. And so what most people do when they're trying to build something is most people think like, like singular line, like they're doing one project. And so, and so they're doing like, I got the first step and the second, third step. And by the time it's done, they have the project and either it works or doesn't work. But for me, it's like, I have that, but I'm doing 20 of them at a time. Cause I have no idea which one's going to be good or going to be bad. Which one's like,

the program doesn't work or the idea doesn't pan out or I get two steps and I'm like, this is actually stupid and we're going to kill it. So I'm doing like 10 at a time. I'm starting with the big things first. And then what will happen is eventually some of these projects will get close to the finish line. And then I'm like, oh, this turned into a good idea. And then we'll grab and start running with it.

That's why there's so many projects here. You guys never heard of my team. Hasn't heard of half of them because they don't even know about them. I'm just doing these things. I have people trying projects. I'm working on different things to see which ones come to fruition where it's like, Oh, this is going to be something amazing. And somewhere along the line, that's when it's like, okay, now this is something we're actually going to execute on and finish. And then, and then I can bring it out, but I'm working on multiple things simultaneously. Um, we had one business we're doing a couple of years ago. I was a partner in it. And that was the biggest problem I had is that they did everything like,

So singular that like half the team was sitting around waiting for their, like for their times, they're sitting around doing nothing. And they, nothing stressed me out more than knowing that I'm paying somebody to do something and they're not doing something right. Or they're doing the wrong work. And like, so I was like, I'd rather have everyone busy on different projects to make sure everyone's always busy. And then when the right things come to come together, it's like, okay, now we can actually do this because we have all the pieces.

What's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Wells. Taylor spoke at our last Funnel Hacking Live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high-end coaching program as well, and it is amazing. But to kind of give you some context about

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

I just had a chance to interview Patrick Lanchoni talking specifically about this new assessment they created called Working Genius. And the Working Genius is awesome. Like this test, I had actually blocked out an hour to take it because I was so excited for the new assessment. And it only took me like 10 minutes or less to get it done. Yet, even though it takes only 10 minutes, like you can actually apply this immediately. I took it for myself. I had my team take it.

And what's cool about it is from there, we figured out exactly what people's working geniuses are. And that's important because if you're building a team or a company, you got to figure out, make sure that you have first off the right people, but make sure the right people are sitting in the right seats on the bus. And this is what this assessment will teach you how to do. Now, normally this assessment, you can go to workinggenius.com and there's two G's in the middle, workinggenius.com, but I got you a 20% discount on

on the assessment, which is only $25. So don't stress. It's not an expensive test at all. But you get a 20% discount off when you put in the keyword secrets at checkout. So go to workinggenius.com. Again, two Gs, working genius, two Gs in the middle, workinggenius.com. And then use promo code secrets, S-E-C-R-E-T-S at checkout. You get 25% off. But then we'll take the test. Again, it takes you 10 minutes.

But even in a 10 minute session, you will get something that is so insanely valuable to help you understand yourself to make sure you're working in a spot. It's going to be the most joy. Number one, but then number two, it's going to make sure that you are with your teams, getting them in the right seats as well. So anyway, I love this assessment. Go check it out at working genius.com and enter the promo code secrets for 20% discount. Take this test for yourself and for your team. And I promise you will change the working dynamics amongst everybody and help your company to grow. So,

Does that make sense a little bit? Okay, so there's like five principles in there. Did you guys catch any of those?

Oh my gosh. Okay. So number one, explain my brain, please. I'm so confused. Like we, we just have to translate for a minute. Holy crap. Sorry. I mean, I guess that was okay. It's usually much worse word out of my mouth. Uh, anyhow. Um, so, so first of all, how many of you also feel like you have so much more capacity than your team and your team feels like the bottleneck?

And it's so frustrating. And it's like, oh, if I put all this on my team, I'm going to break my team. And how many of you have been told at one point or another, but you have to focus, you have to focus, you have to focus? Yes?

And so you feel this constant tension and this constant frustration because you know you could be doing a lot more because all these other people, they need to do things one at a time. You don't work like that. You work in this abstract way. You have a ton of ideas and you don't want to just focus. So Russell just told us that the thing that gives him the energy to do the work he does is being able to stay in the things that he loves to do with confidence.

a big part of his time. It's like, and then he separates that from his core team so that they're not scared of it. Right. And they're not feeling overwhelmed by it. But then he, with all of these tools that we have, we all have Upwork. We all have Fiverr. We're all really good at starting stuff. He is starting and testing and learning with these projects before they ever come to the team. And then there's something else you're doing that is mind-blowingly cool. He is selling his team on the idea of

before he's asking them to do anything. What?

That is so cool. Like you're like making a video and selling your team on the idea. I mean, I knew you were the greatest salesman, but you're – so is there anything you don't sell? Like how does this work out with your kids or at home? Are you like selling them on eating their vegetables? 100 percent. Everything. Everything. Tell us more. People call it bribery, but we're just creating an offer, right? If you eat your vegetables tonight, the first thing I'm going to do is create an offer for them. That's basically all it is, right? Yeah.

So cool. Oh my gosh. Oh my gosh. Oh, wow. That was really good. Interesting. Yeah. It's so interesting. So,

So then your team gets excited and then you actually step out at that point. Yeah. So is the handoff pretty, because one thing I noticed about you in, in my interactions with you, you feel very present. You feel very here. You're not, you don't feel like you're pulled in 10,000 different directions. You're doing what you're doing. Like you're sitting in the back room. You're going to our rooms today. Like with this list,

I would be like, oh my gosh, he's going to be the one in the back of the room on the laptop the whole time. But that's not true because once you get it to a certain point, the handoff feels really like it's a relay race. It feels clean. Yeah. And how do they loop you back in? Yeah. So...

So a big part of it is like, as you guys know, there's a lot of parts of the business. So for me, my favorite part is like the idea, the creation. I'm a really good starter. And I remember one of my, uh, Alex Mendoza, when my first mentor was back 20 years ago, he said, there's two types of people in this world. There's starters and there's finishers. He's like, figure out what you are and surround yourself with the others. And so I am definitely the starter and click funds. We have a couple other starters, but most parts, like I've got 400 finishers wrapped around me to finish stuff. Um, and this, this part of the process took me a long time because I didn't have the right who for a long time. Um,

But for me, what happens now is so I get the projects, I get excited.

There's a point where I introduce the team. I show them. They all get excited. And then I've got a really, really good project manager. Her name's Morag. She lives in the UK. And so when we get to the spot where it's like, okay, this is gone from like a Russell. I'm playing with Play-Doh, creating stuff, trying to see what's going to be amazing. Where it's like, okay, there's something here. Then what's nice is that I'm not showing up at the table with like, here's an idea. Go run with it. Usually I'm showing up with like, here's the domain name. Here's the logo. Here's the script. Here's like a bunch of tangible assets. So I'm not taking like...

like unorganized matter. Like, good luck. I'm like taking stuff, organizing and say, okay, here's the foundational pieces that you need to be able to execute on this. And so I give, I give more, here's all the stuff I've already created. That's the beginning points of this. And then the next step I'm able to do is, is I like to,

I try to see like, like how am I going to sell this? I'm thinking about that. And so what we'll do a lot of times is I'll spend time on my, on my side, actually pre funnel hacking. Cause I don't want them. What I find is that if I give my team, like, here's the funnel we're going to build, here's the thing. They go and build it. And it comes back. I'm like, yeah,

what were you thinking? Like, didn't you see what I see? And they're like, no, apparently not. Cause you know, so, um, what I'll go do is I'll go through an Alex Eagle funnel hack. So if I'm, if the States is a book that we're putting together, I'm doing a book funnel, even though I've done probably more book funnels than anyone on planet step number one is always go back through. I look at my old swap files, the book phones are trying to find new book funnels. I funnel hack as many as I can and looking for all the elements and ideas. And so I'll gather all that data, all the information. And then what I'll do is I'll sit down,

Excuse me. And I'll make a video for Morag showing her the whole process. And so I use Remarkable. Do you guys know Remarkable? Is that Remarkable? No, that's an iPad. So I use Remarkable mostly because I can project on my computer screen really easily. But it's just like, you guys know what they are?

It's a little pad. So I project on my screen. Yeah, there's one right there. And so I just... I don't ever take notes on it. I just use it for this one part of the process. So you can share it to your screen. And I literally just draw the funnel. Okay, Morag, here's what I'm going to do. There's going to be a funnel like this. And I map out what the entire funnel is going to look like. And I'm making a screen capture video of it. So she sees me map out the funnel. And then from there, I say, okay, now here's...

I'm like, and so I have a Trello board with all these different funnels. Like here's, here's this one, this one, this one. I love how these guys did this part of the block. I like how this one did this. I like the structure of this. I like how they position the upsell. So I walked through like the different funnels that I've, that pre done and pull out the ideas. I want to make sure that we incorporate, um, and I'll go through what the offer is going to be. So I kind of give her all that kind of stuff. Um, and that's,

So I give her all that. And then, um, and that's kind of what it's like now out of my brain into somebody who's competence hands. So now go run with it. So the more I will take that and then she'll go through like, basically this is what you said, Russell, let me make sure that's correct. So she'll use, I can't remember one of those programs that you can like wireframe out your funnel, uh, Miro, I think it's what, what, what gear? Yeah. Well, gear is ours. She uses, anyway, I don't know what it is.

Cause I can doodle, but I can't, whenever I had to do it on the software, it takes me so long. I just don't do it. So I just do it. She goes through, makes a map and then comes back, says, um, is this what it's supposed to look like? And I was like, yes, except for this was wrong. This is wrong. You know, so she'll tweak it around till she gets the framework correctly. And then when she has that done, then she'll go back through and she'll take my video and she'll clip out all the parts where I'm talking about specific things. And she'll say, here's all the stuff for copying for the copy. She loves it for design for designers. And so she'll chop it all up. And then she has a meeting with all of them saying, okay,

here's Russell's new vision. And then she'll explain it, assign everything out, task it all out. They do it in some other project management system because, um, as much as I think I'm a project manager, you can ask Jenny this. She does her stuff in Monday. And like, if I walk past her desk and Monday's open, she literally like hide the screen. Cause she's like, every time Russell sees it, I get so much overwhelmed. I'm like, like what's happening. I'm like, please. Like, and I start getting upset. I'm like, these people are doing this. So I don't want to see the project management process because I

it stresses me out and I try to interfere with it and then it derails everything. So it's kind of out of my hands at that point. And then the only last piece, we talked about this actually during the Atlas meeting is the copywriters used to take that and they would try to write the copy, but then it would come back and it, it never worked right. And so what they do now is Heath, who's our main copywriter or Jared, who writes all the emails, they'll message me ahead of time and say, okay, Russell, if like pitch,

pitch me on the product. Like, tell me why I should do this. And so then I'll box and I'll drive around for 15, 20 minutes. And I just pitched the product every angle I can think of. And it's like, I'm selling, I'm telling stories. Like I'm trying to like as many different ideas or variations or hooks or things I can do. And I'm just acting like I'm pitching it to you guys or pitching it somewhere. And now they've got a 10 to 15 minute video of me pitching all the products, the upsells, the downsells, pulling in my stories that I would actually share. And that's where they start the copy from. And by shifting it that way, it's been like night and day in our copy. Cause now it shows up with like,

They would, they would sometimes take something and they'd write the sales letter. I'm like, where did you get? And like, like, why wouldn't you have used my stories about this? And like, we don't know your stories. We don't know what these things are. So that's how I kind of lead with it. And that point it's out of my hands. And then I kind of forget about it for a while. And they all, then Morag goes and works with the designers, the copywriters, the funnel builders, everything. And they start working and it's kind of out of my hands. And then it's just happening. So right now, Morag's probably working on, let's say probably a dozen of these actively right now.

And then every night I get a voxer from her before she goes to bed that just gives me an update on each project. Like, hey, just, you know, he's working on this. Someone's working on this. Like, da, da, da. And like, this is the one thing we need you to review. Copies done from Heath. If you can review this and if it's good, then they'll start design on this tomorrow. So see, it's kind of a real quick recap. Because for me, in Myers-Briggs, 60% there's like the loop openers and loop closers. So I'm a loop opener and all the people around me are loop closers, right?

But my problem is like when the loops open in my head, like, like it's always there. It's like, it'll be three o'clock in the morning and I'm like, Oh, did they do this? Like I start stressing about those things. I can't sleep at night. And like, if I don't know what's happening and I can't see the project management boards. And so it's nice to get that update every night at the end of the day. And I see that and it's like, Oh, cool. Everything's moving forward. Everything's been taken care of. I just got to look at this one thing and then the loops are closed and then I'm able to like delete it from my brain and not stress about it. Otherwise it just keeps me up all night. All right. Wow. Wow.

So there's a lot there. So first of all, what you said you did is basically how many of us have a new idea and then we're literally handing our teams a blank canvas and we're giving them paints and paintbrushes and we're saying, okay, I'm going to tell you what my idea is and you're going to paint it. And it's so frustrating. And Russell does not do that. He just told us that what he does is he hands his team a paint-by-number with all the colors

and all the numbers and all the paint colors. You do so much work up front. Abraham Lincoln said it like this. He said, if you have three hours to cut down a tree, spend the first two and a half sharpening your ax. And so you do so much upfront work so that when things come back to you, it's just your vision and it's so clear. It's just amazing. Yeah. It's not like shifting it this way versus how you used to do it before it come back. I get so frustrated, so upset. And like, and now it's like when it comes back,

And there's always stuff I got to tweak and stuff, but it comes back and it's like, oh yeah, like you guys are awesome. I tweak this, this, this, but like, this looks amazing. And the longer you work the team, the better they get at understanding your feel and stuff. And so it just gets better and better over time. But yeah. Is this helpful? Yes. So helpful. And, and how many of you are getting like distinctions for your own business? Like, wow. How many of you are feeling a little bit like, oh, yeah.

I wish I would have known that before, but that's okay because now is now, right? I always feel like that in this room. I wish I would have known that before. Anybody wish they would have known this stuff before? Yeah, a little bit of that, but it's so good to know it now. Now, the other thing that Russell just taught us is he taught us that Russell has created his entire business around who Russell is. How many of you feel like you have to accommodate your team?

And there's frustration because it's like they like things a certain way. And did you go through that until you've reached this point where like you've literally like this is Russell's way? Was there a point at which you'd get a project manager, you get somebody on board and you're trying to work their way? For sure. In fact, it's interesting. So for the Atlas meeting, we had Mark Ford speak to us on Monday. Do you guys know who Mark Ford is?

his pen name is Michael Masterson. If you read Michael Masterson book, but Mark Ford, he, so he, he went into a Gore and Gore and Gore was doing about $8 million a year. He came in and kind of partnered with Bill Bonner, took it from $8 million a year, trying to do multiple billion dollars a year.

And Mark was like the chief growth strategist that built the whole company up. And he said something on Monday that like it gave me so much permission because I don't know about you guys. I feel like I'm annoying my team half the time. They're just like, I'm sorry, guys. Like we just stopped working so hard. I'm like, I don't know. He said a couple of things. Number one, he said that the default of a business is zero. Like left to some devices, a business is not profitable. It'll go to zero.

And he said, if you look at it, if you as the entrepreneur stop showing up very quick, you'll see that the cost will go up, the profit will go down, and all of a sudden it gets to zero. That's the natural state of a business. He says, your job as the entrepreneur is to become the irritant. It's like a pearl or like a clam, and there's a sand in there. And the sand inside the pearl is the irritant, which creates the pearl. He says, your job as the entrepreneur is to become to be the irritant.

Otherwise it's all going to go to zero. And so your team is going to drive them crazy. It's going to make you, it's going to be like the most frustrating thing. But you as the irritant is the secret sauce. That's what like all of profitability all comes from you as the irritant. That's where you get the spread. That's where you get margin. And for me, we gave me this permission. I'm just like, okay,

I forget about that. I'm not here. Like I'm not annoying. Maybe I am annoying them, but the reality is like, um, that's my job. That's my role. Otherwise I don't create profit. And I told Todd this, I've boxed Todd and he was like, yeah, there's like, there's all the operators. And then there's the irritators. He's like, me and you are the irritators and our operators got to figure it out. I'm like, yes, like that's the, anyway. So that gave me permission just this week to even do it more. So, um,

because yeah, I, I've got to feel bad. Like I'm still, that's the thing. A lot of reason why I do so much ahead of time. Cause like I feel bad about like I'm giving them more work and more stuff, but at the same time, like they want to impress you and they want to win for you. You know what I mean? Like if you have the right team, like they, they want you to succeed as well. So it's really cool because, um, when we started gotten this point now, it's like I give them the stuff and they come back and it's like,

it's everyone's have more energy. It's more fun for everybody, you know? And so it's taken us a while to get there, but like the last man, couple of years has just been, it's been magical with our team. Wow. It's so cool. So I'm sure it doesn't always go right. And so it comes back to you sometimes and you're like, wow, this was one degree off and now we ended up 500 miles to the South. So how do you manage that, manage the interaction with the team and then maintain your energy and come back to the place of enthusiasm?

Yeah. So this, this one I struggled with a lot. In fact, um, most of you guys know Jenny. Jenny's the one that helped me the most with this because people would send me something and I'd be like, Oh, and so what I would do is like, I hate to give people feedback because in my mind, if I can feedback, they're going to be upset because

it was hard for me to comprehend that. Like, no, people actually do want feedback. They want the criticism, but a lot of times it's hard for me too. Cause it's like, I don't know how to give feedback on this. I just know that they didn't quite do it right. So what I've been doing recently that, that actually has been kind of fun for me is let's say it's, it's a funnel. They sent me the funnel back. I'm doing the final review and it's like, ah, like the message was wrong and this was wrong. A couple of things were wrong. What I'll do now is like, I just, I logged in click funnels and I, I do a screen capture and I fix it, but send me just fixing it, being annoyed. I'm fixing it and I'm coaching him through it. I'm like, Hey, uh,

a couple of things like, you know, it's a brotherful. The headline is just not grabbing me. Like I wouldn't stop on this. So let me think through a couple of things and I'll show them my process and I'll show them like me going and looking at headlines, white files and trying and chat to Peter at headlines and trying to figure out how to find the right hook. And then I'll go. And so like I'm making the fixes, but not in a silo where I'm annoyed and angry. Instead I'm fixing it and I'm talking through why I'm fixing things. And then when I'm done, I tell him like, Hey, I've made these tweaks. Watch this video to find out why. And then they watch it and they're like, Oh, that was so cool. He did that. Never knew. Like,

it gives them the insights before I would just be annoyed, fix it. And then like, not even tell them we'd launch it. And it's just like, Oh, like so frustrated. Like, how do they not see this? And now it's more like fun where I feel like, um, I feel like I'm the finish. Like I'm coming through and doing the last, the last coat of polish on the end. And what was interesting is like the first time of this, there was like, I don't, I got to do a lot of like polishing to get it well, but then it's a little less next time. And the next time, when a couple of times I get back and I'm like,

Yeah, that's awesome. Like, uh, when the project got there, they sent me the sales letter for this, um, uh, Monday before the Alice meeting started and I opened the page. I went through, I was like, dang. And I went back. I was like, that's, that's perfect. Like I'm nothing like it was awesome. So that doesn't happen every time, but the more we do it, the more they learn how to polish as well. And the goal, I think it was James for when he was working with us, I think it's

But like the goal is like, when you bring something back to Russell, don't bring like a huge prom. The goal is to bring a six inch putt. You're coming in. It's just like, I should be able to like, Oh yeah. And just like, just finish it off. But,

but I had to be okay with like, I shouldn't be annoyed by like the fact that I got to finish off. Like for me, it's actually more fun. It's like, Hey, we're launching this tomorrow. So I'm like, okay, I'm going to go do my life, my final touches. And it just becomes a fun thing now instead of an annoyance. And then that's how I'm coaching them through that step in the process. And I let everybody watch it. Cause then it starts training the funnel builders and the designers and the copywriters all together. So they're all kind of seeing each other and then they all become better together as opposed to in a silo where they're all just kind of like not understanding each

the methods, the madness, right? They're all able to say, Oh, this is why Russell's changed the headline and the copy, because he's trying to get something before the first, you know, whatever the thing might be or whatever, you know, around the call to action box. He's trying to structure this way because of blah, blah, blah. And then now they're all on the same page. So the next time it comes through, the designer will design it, right? The copywriter will write it correctly. And if not, they have checks and balances. Like remember Russell said last time you do this way, like, Oh yeah. And they help each other as well. So, so who's like freaking out right now and being like, I would pay a lot of money for those videos. Yeah.

So it's just a little product idea. How cool would it be if like Russell's feeding back to his team? He's like, this headline was a little bit off. Oh my gosh, you guys should really do this here. You miss like, that's, that's, you should definitely. How much would you pay for that? I'd make a trade. You could sell my boxers. All right. So, oh, that's so cool. So when,

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Ryan Reynolds here from Int Mobile. With the price of just about everything going up during inflation, we thought we'd bring our prices down.

So to help us, we brought in a reverse auctioneer, which is apparently a thing. Mint Mobile Unlimited Premium Wireless. How about you get 30, 30, how about you get 30, how about you get 20, 20, 20, how about you get 20, 20, how about you get 15, 15, 15, 15, just 15 bucks a month? Sold! Give it a try at mintmobile.com slash switch. $45 upfront payment equivalent to $15 per month. New customers on first three-month plan only. Taxes and fees extra. Speeds lower above 40 gigabytes each detail. One of the things that you've talked to me a lot about, because sometimes, you know, well...

I can be sensitive. It's embarrassing, but it's true. And so sometimes like Russell just ghosts and like he goes like with it, like vulnerable question out there. And he's just like 10 years later. And you're like, wait, hi. And then so you told me once you're like, I'm so sorry. I didn't mean to ghost.

but I block my time. And so I do this thing here and this thing here, and I have this compartment here and that compartment there. And it helped me just like understand and be in relationship where I don't, I don't have to be all sensitive and feel like, Oh, Russell's ignoring me. But like, can you talk more about that? Especially in this huge context? Yeah. Um, yeah. Like the, how do I explain it correctly? Um, I just made myself sound really needy. I am not that. What happens? I'll be it. So I, I'm a,

and this is like the introverted part of Russell. Like the reason why like I struggle like face to face one-on-one is because people ask you questions, right? Sometimes it's like, uh, and that's like my, my number one, you don't know my number one fear is this is like so pathetic. My number one fear in life is picking up the phone when someone calls me or to call someone. Like I can't think of anything worse than that. Like it stresses me out so bad. Um, yeah, it's, it's the worst, right? Um, like I have friends, I'll text him the phone and ring. I'm like,

why are you calling me? I just texted you. Like, I do not want to talk about it. And like, they'll put you on the spot. That's those questions. You're just like, like, Oh, it's the worst for me. And so, um, I try to like, not have like active communication in real time, not always, but for the most part, because, um, partially because like, if you respond back to someone, like they say, somebody emails you and you email them right back. They're like, Oh, Russell's here real quick. Let me ask. And it also opens up this thing. I'm like, duh, like 12 minutes emails later. And I'm just like,

So what happens is like, I'll get an email and I'll see it, but I don't respond to it. Or I get a Voxer message and I'll listen to her. I'll see it. And I don't respond right away. Cause if I, if I do, then it starts this open dialogue. This stresses me out. So like I would rather use that weight coming. Dan Kennedy, Dan Kennedy gets, it's all through facts, right? You can't email me. I have to fax him. So first off, I'm going to think through the facts more. And then I, when I send it to him, then he's got time to think through it, respond and send it back correctly, which he's able to respond instead of react. Cause sometimes someone will message me and like,

I'm sure I've blown up on it. I'm sure probably Bart the most, like he would send something up and I'll just like respond back. And I'm like, Oh, I'm such a jerk. Like, Oh, you know, like, and I don't want to do that. So like, usually I'll like, I'll wait. It's happened more than once. Admit it. I'm so sorry.

It's Bart though. It's worth it for the relationship. I love the guy. But you know what I mean? So it's like I try to compartmentalize stuff and so that way I have times where I'm just doing Vox right now or I'm just doing Slack or I'm just working or whatever those things are and I try to separate them. And can you expand it even into – because you talked to me about like how you do it with family. Like how do you fit in wrestling and family and work in the 10 different businesses or 50, whatever. Yeah. So everything has got to fit like in the –

in the time blocks. Right. And so for me, it's like my kids are waking up at seven. I know that. And so like, if I want to like do the workout or to write, I have to prior to that. And so it's,

depending if I want to work out or write or both, it's like, I have to make sure that time happens ahead of time. Right. It's like that hour is like sacred. Nothing else is happening. And then I go to a separate office that's, um, close to my main office, but it's the spot I go and do just by myself. And I go in there and I have about an hour and this is just like my personal, um, reading time and not just any kind of, I mean, this is like typically like, I mean, scriptures or things like things that, um,

I'm probably not going to get during the rest of the day. The rest of the day I'm going to listen to podcasts and other stuff like that. But it's time that, and so usually from, you know, eight, 15 till nine or so, like that's when I'm like reading scriptures. I'm kind of in that state, um, separate away from the office. No one can bug me. I'm just kind of by myself.

Um, and usually about nine o'clock we have our very first like five minute meeting. So I'll jump on that real quick, which means like I do the quick meetings all over my team, five minutes, it ends. And now I'm officially like, now I'm Russell, I'm in work mode. And now it's like, now I can, I can do stuff. I'm still working mode, but I'm separate from the office. And so still like, this is my time where I'm writing, I'm doing stuff. I'm, um,

I'm trying to get the Russell work done as much as I can because as soon as I go to the real office, it's hard to get any Russell work done because everyone's got a question or a problem or a fire or something. So try to get, try to spend as much time there as possible. Ideally, this is not, this doesn't happen most of the times, but ideally it's like from nine till noon. I want to be in there. Um, and then when noon's over, then I'm leaving the, in fact, um,

One of my friends is like, Russell, you're the biggest hermit. Like you never leave the office. You never like want to get on podcasts. You never want to do anything. And that's why I'm like a hermit trying to do that stuff. And then I'll leave and I walk...

100 yards to the ClickFunnels office and I walk in and that's when everyone's there and now I'm like okay now I'm now I'm like that window time I'm here to like work with everybody so I come in this is when Morag's got all the projects for me to go through I review them all I have meetings with people I'm trying to do stuff and I'm still trying to get as much stuff as I can so I can get back to like focus work time but it's different because that time's more like also for the teams and stuff like that

until like five o'clock or during wrestling season, three o'clock that I'm out, um, or whatever that is. And then, and then I try to like, and again, I'm not the best at this, but I try to make, to separate things where it's like when I'm in the office, I'm in the office, when I'm at wrestling, I'm at wrestling at home. I'm with, you know, like I try not to let those things bleed over. Um, I try to be present as much as I can. And I think, I think it was sharpened. Um, I almost did a sharpened accent and then I didn't. So that's good. Yeah.

he had us all, he helped coach two CCX like four or five years ago. And he had everyone in the program do, doing those time studies was like, you track every five minutes what you're doing. And it was crazy. Cause most people in two CCX, they were doing the time studies. The thing at the end of like, well, I did the whole time study. I found out I was only working an hour a day or whatever. That's like the majority, like 95% of people. That's what it was. And that like, I can't comprehend. Cause if you look at like my actual day, there's no, there's no moment I'm not doing. There's not, there's not like a,

It's very few and far between. And so like, I think in an eight hour day, I'm getting seven and a half hours with the stuff done versus most people get an hour done or maybe two hours. Right.

So I think that's a big part of the productivity. But then trying to be super present. So when I'm home, I'm, you know, from 5.30 to 9, I'm dad. And from 9 to 11, I'm husband. And then I pass out. And so that's kind of... And do you love it? Huh? Do you love it? Which part? Passing out or the dad part? All of it. The whole day. Yeah, because every single part is special to me, right? Like I've crafted. Like I love wake up early morning writing. I love working out in the gym. I love...

hanging out with the kids in the morning. I love driving aid into school. I love being in my little hermit office by myself, like reading books by myself with nobody else around. Um, I love being in the office with the people. Like I get energy around there, like sharing ideas and seeing if the team's lighting up or not. Right. Like, yeah, all the parts are fun, but each one's a little bit different. So it's like, I got to be there and then try to be as present as possible.

How many of you are getting like a new vision for like what could be possible if you just put yourself first, literally ruthlessly and said, I'm going to set this up exactly how I want it to be. Is anybody having that experience? Yes. How cool is that? Here's one thing to think about too, is like I started looking at where I was wasting time. Like the only spot I was wasting time was Instagram and Facebook.

And so what I did is I bought a second phone and I call my social phone and has Instagram and Facebook on it, but I leave that at the office and it's in a certain spot. And so my phone that's on me doesn't have those things. And that like shifted everything. And so if I want to like take a picture of myself, I take it and I vox it or I text it to the social phone. If I'm doing a thing, I text it there and then

once a day, I probably spend 15 minutes or I got my social phone. I posted things I did. I swiped through a couple of stories and then I'm done. And then it's separated from me. And that like, that alone was like one of the greatest things I did for myself. Actually like 300 bucks a month for your, another phone bill. But man, that saves you five hours a day of just,

being able to be present only actually social for like 15 minutes. Well, considering each one of these is at least a million, your dollar per minute time. I mean, it's probably expensive. A thousand dollars a minute at this. Like it's really important. And, and for all of us, that's really true. Like, I think we should consider, especially like, I,

I didn't hear him, you know, doing dishes or laundry on there, right? You hire that stuff out, like really consider what your dollar per minute, dollar per hour time is and value it in that way to do the most and then love it all along the way. I guess my biggest pet peeve is like,

if i give someone a project i didn't give enough upfront stuff and they do the work and send it back and i'm like oh you spent a week on this which sucks number one but number two like i paid you for that weekend like it was a complete waste like that like drives me crazy i hate wasting i hate wasting my time i hate wasting other people's time um and so like that's one of the hardest things like the more prep you can give people less i just want people to not have to waste time because it drives me it drives me nuts you know i mean so i have two more questions for you and they're both like a

a little bit vulnerable. Are you good with that? You're like, what? Let's do it. Okay. Well, the first one's not really that vulnerable, but I'm going to make fun of you. Okay. Okay. So who is here in November for inner circle meeting? Yes. And who just had to giggle a lot when somebody asked Russell what his org chart looked like? And he gets up there.

Does anybody know? Oh, my gosh. So Russell gets up there. I was so embarrassed. And he tries one circle. And he's like, me. And then he tries one circle that's like, Jenny. And he's like, and I'm out. Like, I got nothing.

Nothing else. There was no other circles on the whole chart. I'm not sure what else happens after that. And it was so good. And then you told me backstage that you actually had them cut that from the video. So it's not in the recording, y'all. You had to be in the room. I was so embarrassed. I was trying to like, let me show you my org chart. And real quick, I was like, I have no idea what it actually is as I'm drawing the circles. Like, huh. And then I think we have a C. There's a C-O-O, an F-O. I'm like, uh...

I don't even know. It was embarrassing. So, so the thing about that, again, back to the principle that like, we're not trying to figure out what the Harvard book says about productivity. We're trying to figure out what this human being says about productivity that, that,

I have never, and I've had huge corporate jobs. I've been chief marketing officer for governing 28 countries at a time. And I've never in my life met somebody who's as productive as Russell Brunson. Never in my whole life. And so if we unpack that, there's a lesson in there for us, which is stay in your lane. Russell does what he is best at, and you don't even put room in your brain for

For the things that are not your zone of genius. Can you talk more about that? Yeah, it was actually interesting. So somebody hasn't met Kevin Richards. He's our COO right now. And when he came into our business, um, you know, he's like, Russ, this is Russell Brunson. And this is like, you have this big, and like he came in and it was this weird thing. Cause I was like, he was first, he started running the marketing and then eventually he shifted over, started running the whole operations of the company. And I remember he, he's like,

He asked me, he's like, I don't feel like you like me or you don't like, you're not coaching me through what I'm going to do or anything. And I was just like, I have no idea what you're supposed to do. That's why you're here. He's like, really? I'm like, he's like, well, do you rather me if I did this way or this way? I was like, I don't care. Like, I don't like, I just want to build funnels. That's what I'm here for is to build funnels. All the rest is just chaos. It was crazy. Cause I was building funnels and it's like, I don't understand any of it.

And I was like, you have full permission to do whatever the thing is that you're that operations people do. As long as I can build funnels, like I don't really care. Like make sure we don't go bankrupt. Make sure I can build funnels. I have the right people around me and then all the rest. Like I don't, I don't know even how to help you. And, um, but it gave him permission. He's like, Oh, okay. Like, but if beginning thought I was incoming, like, here's my process and how we should do it. Like, I know nothing about that. Um, like I literally just wanted to build funnels.

And just everything else is like, now you guys are all here in Boise. And this is real weird to me, like that anybody even cares about it. But like, it's just, I became so passionate. So I was able to focus on that. I remember it's interesting. Like a lot of times in, um, in church to talk about, like, and I do believe this is true in so many aspects of life. You figure out what your weaknesses are and your strengths can become weaknesses. Like that's a good thing, except for in business and business is the opposite. Like, um, I do not want to spend any time on my weaknesses. Like any second spent on weakness is just a waste of everybody's time.

I only want to spend time in my, in my strengths. Like I don't make money when I'm working with my support team to figure out how to optimize support. I make no money. I make no money when I am trying to figure out like where the chart, like I make money when I'm on video.

I make money when I'm writing emails. I make money when I'm creating offers. Like, so I should only be doing that. And any second I'm not doing that, the entire company is suffering because of it. And so my team knows they like, I got to protect Russell so he can do the thing that actually makes money. Um, otherwise let's, in fact, I remember when it's like the first week Jenny started working for me, it was really fascinating. Um,

I was, I'd made my, I'd made my lunch real quick and I was making, I make those protein pancakes real quick and I put it in the sink and I started like washing the dishes or something like that. And she's like, let me do that. She's like, your brain's too valuable to spend time washing dishes. And I was like, first I was like, no, no, it's fine. And I was like,

I'm like, the fact that I'm spending like five minutes washing dishes is the stupidest thing in the world. 50 grand. You know what I mean? Yeah. Yeah. And it was like, and it gave me permission to just like, yeah, that actually makes a lot of sense. Like I should only be doing the thing that actually makes me the money in the business. And so, um, over the years I got better and better at that where it's just like, what do I like to do? What am I the best in the world that I'm like, I should only be doing that. Like if I'm not figuring out an offer or creating a product or a funnel or something tied to that or making content that like everything else is just

It's just kind of pointless. And so, um, yeah, but it takes a while. You have to, you have to train yourself. Cause at least for me, I feel guilty all the time. Like I should be doing this or I should be on these meetings and, and, um,

And literally, I have now someone who goes to meetings for me. Mike Taggart, you met him the other day. He goes to these meetings for me, and then he'll come back and be like, there's something important. He'll tell me. If not, then he just runs with it. I'm like, if you can figure it out, that would be good for it. But if you have a question, let me know, and I'll steer you in the right direction. But just the least possible I can do, the better. And that frees up so much time. I can't be working on 25 projects at a time because I don't have to worry about all these other things. I just have to worry about the parts that light me up, that are fun, that are exciting, that I wake up in the morning because I'm like, oh, I'm going to talk about

I'm going to be talking about secret success book. I'm writing right now. Uh, I'm gonna be talking about, uh, the three print newsletters I wrote on the last 30 days. The, like all the things are fun. Now it's exciting. I'm not going to focus on, on those things that give me energy and that are fun. And then, yeah, because every time I get into other things, I just like, do you feel like you're running? You're having so much fun. And then something happens and you're just like,

Like the momentum stops and then you get back momentum so hard. So it's like the more that people around you can protect you from that so you can stay in momentum, the better. Who feels free? Like who feels like, wow, yes. Oh my gosh. Like it's, wow. That is, we have so many shoulds for ourselves, but we're all in this room because we each have this unique thing that, that your neighbor can't do. And the person that down the street can't do.

And who feels like they should be doing the thing the neighbor does? Russell wins a Super Bowl, right? We found out Sunday morning. I was at church. And everyone's like, who's going to win the Super Bowl tonight? I was like, Super Bowl tonight? Like, who's playing in it? Well, one year he had us all in a boat to the Bahamas. And we're like, oh, it's the Super Bowl. None of us knew. But the point is, like...

We feel, even as independent thinkers, even as round pegs in square holes, we feel so much conformity. And so it's so freeing to hear Russell just be Russell. I knew this was going to be the most valuable hour of the entire week for me, but it totally is. So there's a quote that I had written down before this, and it's,

You know, so often we're looking to people who have all sorts of credentialing and things like operations or productivity. And Russell was pretty resistant to doing this. Is that fair to say? I don't know if I know what I'm talking about. It took a lot of persuasion. Eileen is not feeling so good, but she was the main persuader because that's what she does best in the world. And she was really trying to persuade him to do this because she's like, there's something in there because you are doing what you're doing unconsciously.

You're doing this unconsciously, but we've already learned that he's putting a fuel source in, which is energy and enthusiasm. He's choosing himself first ruthlessly. He's incredibly intentional. He's handing things off. He's taking tons of time to sharpen the ax. He's giving his team a paint by number. Like there's so much of what you're actually doing to do all of this, which is just unseen until it gets surfaced, which is like so incredible and exciting. And one of the things you have to think about, like if you were to come to my office and see it,

A lot of you guys probably think it looks all organized. It's like chaos. Like, this is what my brain looks like. And I think for a long time, I struggled with that. Like, everyone's like, what's the project management system you use? And I was like, well, last week it was a pad of paper. And then the next week, I found some software that was project managed. So I put it all in there. I ran that for two weeks. And then it stressed me out. So I deleted that. And then I found a whiteboard. I did that. And then that stressed me out. So then I did...

I think I drive Morag and Jenny and Kirsten, all these people go crazy because it's changing all the time because none of the systems work for the way my brain works. But I don't get upset about it. And I just delete it, start over. This makes more sense today. And then two weeks later, this makes more sense today. And they all know that I'm going to change the entire process every two weeks because it just stops working. It'll work for a week. I'm like, this is the greatest tool ever. I love it. And then it breaks because I'm breaking it. And I'm like, ah, delete it again, start over again. And so...

So it's not pretty. Like, I think that's the problem. At least for me, for so long, I tried to make it pretty. Like, what's the perfect system that's going to make this thing so I can do it all and like,

And the perfect system is that a thing that I'm going to break every two weeks and start over again. And that like resets my head so I can read, figure it out and then get re-excited again. And then it breaks again. And it just, so it's, it's not necessarily pretty. So don't think it's like, oh, let's, let's, here's the software I use. It's like, I don't know. It just changes. But what you're showing us is like, you are embracing yourself fully in a way where you're, you're just like, you don't get upset. You just said, I don't get upset about it.

I just do it my way. And I do the same thing. I have 10,000 different places I write. And it's like, and it's, it's so, and Brian's like, you're a proliferator. You just make chaos. It's just behind you. I'm an agitator. Yeah. And so you just, you, you don't make how you are wrong. And then by doing that and by sharing it with us, you're giving us all permission, like to not make ourselves wrong too, which is such a gift. It's awesome. So the quote was when setting out on a journey, don't seek advice from people who have never left home.

And I think it's so interesting because even though this isn't what you teach, this is one of your zones of just incredible, incredible genius. And so I want to finish us off with this question, which is the vulnerable one. But you told me a few months ago that you had been, you'd been really like stuck and you'd lost some of that enthusiasm and you'd been in this place and there was one thing that

Do you know what I'm talking about? I hope you do, because if you don't, I don't know that you read something in a book and it catapulted you back and you remembered. And it was like this instantaneous sort of re-ignition of reminding you who you are. Yeah. Um, you guys listen to my podcast in December. I did a podcast. I remember I was in the library sitting on the floor just like, and I was like, I am really struggling. I did this whole podcast about it.

And a lot of you guys actually messaged me. It was interesting and I was burned out and tired. Honestly, the last year and a half, two years of my life has probably been the hardest. I lost my closest friend. Business, there's ups and downs. It's been a hard season for some things. I know the world's crazy right now. There's a lot of that kind of stuff. And I just felt beat up.

So I grabbed some old magazines. That's what I do is Robert Collier's mind ink magazine that I found from 1913 or 19. Anyway, whatever it was. And I'm reading through there and it was interesting cause I don't know. It was like he wrote this for me a hundred years ago and like left it behind. It's like find it someday. And all of the, um,

all the articles in this magazine were talking about like courage and stepping into who you were and like the people who have success aren't so much the smartest, whatever. So people have courage enough to do the thing and to move through it. And I don't remember exactly what it was, but that was the thing where I was just like, I had like, like forgotten my calling or forgotten the fact that I was the one who was supposed to do it and thinking like, Oh, there's a lot of people that are better. Like other people are doing these, you know? And like, it was, it was just like a wake up call for me. I'm just like, no, like this is,

Like you, it's not like I'm doing this cause it's fun. It's like, you're called to do this. There's something bigger than you. And like, you got to quit whining and step back up and become a man and like step back into your calling. And it was just like a really cool, uh,

like call back to me of just like remembering who I was. Essentially, you look at like, you know, every movie that happens, right? The hero loses his way. And it's like, there's something that happens where it's like called back. I think about the Lion King, Simba. And it's like when his dad comes back and talks to him, like reminds him who he was. And for me, that's what it was. It was in January. I just got reminded of who I was. And what's fascinating about this is like, it was, I was on fire. I messaged you guys. I was like, all these things were happening. It was really cool. And about a week after that is when,

somebody has probably saw it. It just didn't happen at a wrestling tournament. That honestly is not a big deal. Other than the fact that somebody caught on video and I have a big name and it went viral in the wrestling community, the business community, everyone in every industry around me want to take shots at me. And it was like probably the most brutal three weeks of my life. I'd say conservatively over a thousand death threats, um, a whole bunch of stuff. It was, it was bad. Um, but it was like,

And that had happened before I had that reawakening. I don't know if I would have survived through it, but I had that reawakening. I was like on fire and then that hit and I was like able to endure and come out on the other side, like excited still about life and about what we're doing and what we're creating. And anyway, so yeah, I don't know. Oh, Russell. I think it's so important for us to just, you know,

I think you're a little bit less bionic, but only a little. And I think it's so important for us to especially hear that thing at the end because you can hear everything else and you can be like, oh, well, that's just Russell. But even Russell loses his way. Even Russell goes through the deep

and forgets who he is. And I think that's why rooms like this are just such a gift. And for you to have created this space for us is like, like from the bottom of my heart for the last seven years, like this has kept me alive in a really big way. And I know that's true for so many of us.

Because, you know, for you, it's dead guys reminding you who you are. And some of us friends. But also, that's our job for each other, right? Just to remind each other of who we are when we forget. Because it can be really easy. Because it can be a very lonely road. And from the bottom of my heart, thank you. And let's give it up for Russell Brenton. Thank you.