Unlocking Desire: The Missing Ingredient in Marketing and Sales | #Success - Ep. 04
48:55 Share

Save on Cox Internet when you add Cox Mobile and get fiber-powered internet at home and unbeatable 5G reliability on the go. So whether you're playing a game at home or attending one live, you can do more without spending more. Learn how to save at cox.com slash internet. Cox Internet is connected to the premises via coaxial cable. Cox Mobile runs on the network with unbeatable 5G reliability as measured by UCLA LLC in the U.S. to age 2023. Results may vary, not endorsement. Other restrictions apply.

Um, I think I just won my taxes. Yeah? I just switched to H&R Block in about one minute. All I had to do was drag and drop last year's return into H&R Block and bam, my information is automatically there. So I don't have to go digging around for all my old papers to switch? Nope. Sounds like we just leveled up our tax game. Switching to H&R Block is easy. Just drag and drop your last return. It's better with Block.

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 podcast. Excited to have you guys here and excited for this new format. I've really been enjoying it and actually gotten really good feedback from you guys so far. So unless something else changes, we're going to keep on going down this path, which will be a lot of fun of me just kind of picking topics I want to geek out on in different areas. So today's topic I want to talk about is desire. But what's interesting is I want to talk about some different –

uh, like probably two different standpoints. One from you as a marketer, who's trying to create desire in the hearts of the people you are selling because more desire to have the thing you're selling, the more likely they are to buy. But number two, how do you create desire in your own heart, right? In your own body, in your own thing, like, you know, you should be desiring this thing, but you're not like, how do you, how do you create desire? Um, and then on top of that, like, how do you influence people? Like it's kind of a, a multi-purpose thing. So I don't know if this one's categorized under secrets of success or marketing secrets or selling, but

It's kind of a blend of all those. But it's been something that's been on my mind a lot recently from a lot of standpoints. Obviously –

I think it, for me, it stems off of, I mean, honestly, number one is my kids. Like I love my kids. They are the coolest people in the world. But they are also, for me, the hardest people to influence, like, and to help and to guide and to teach. And it's so weird to me, you know, like all people who pay me insane amounts of money for me to give my advice. And my kids are like, dad knows nothing. I'm like, I swear I know something like, you know, I'm sure you guys experienced that. If you have kids as well, it's really hard to be a, what they say, it's hard to be a prophet in your own hometown. Right. And so, um,

That's been interesting. So I keep thinking about it. How do I create desire in my kids for stuff that's good, right? Stuff that they should desire for, like God and eating healthy and being – all these things I have huge desire for, but they don't. How do I influence them? How do I – it's hard, right? But then at the same time, it's like, okay, how do I –

The people I'm influencing, like my funnel hackers, my prime movers, the people I'm trying to help in their journey, like how do I influence them? If they already have desire, how do I increase that desire so that they're more likely to actually follow through and actually do the things? And then on the third side for myself, it's like I know there's things I should be doing that maybe I'm not doing and it's because I don't desire them but I know I should be. Like I should be getting healthy. Why don't I desire this? Like how do I create desire and how do I amplify the desire? And so that's what I've been thinking a lot about recently. And so anyway, that's kind of what I want to start this with is just –

For you guys, just kind of think about that for yourselves. Like desire, because desire is such an important thing. I remember the first time I really had this –

I think this realization I was, uh, so I, I'm a, I'm Mormon LDS. And so in, in our church we have no paid clergy, right? So there's no, there's no preacher who's up on stage. And so what happens is, uh, everyone in the audience gets a chance to talk once every three or four years, they'll call me on the phone, but Hey Russell, you want to speak today at church? I'm like, heck yeah. For me, it's like my favorite thing. Like I love, anyway, if I had, if I had one full time calling, it would be, um, it'd be to speak at church every single time. Like I should be a pastor and I'd love it anyway. Like, I think I'm going to launch a, um,

a podcast about that. In fact, I bought a reason to believe.com. So I think I'm going to do a podcast in the future that's more faith-based because I love it. I love talking about and thinking about and reading about it. So anyway, I got asked to speak in church. This is probably 15 years ago. And I got on stage and I'm doing my presentation. I'm looking out in the audience. And what's crazy is there was like five people you could tell had desire to learn. They were looking at me excited and like happy faces. And

And then 95% of the audience is like half asleep, you know? And this is me, like Russell Brunson teaching, which is, you know, I'm like all my energy, all my everything. And like still most of them had no desire to hear from me. So they were just kind of like dozed out versus there were people that desire, like they were tuned in, like I was able to run with them. And then I contrast that to my events, like funnel hacking live, right? People who come to funnel hacking live, they are,

already have a desire to learn stuff. So they show up like anything I say, they're like, this is amazing. And they freak out. And it's so interesting. It's like so much easier to influence somebody who already has desire for the thing that you are offering them, right? For some who doesn't have desire for that.

I think about like, I have friends come to me, like asking me health advice. Like, how do you do this? How do you do this? I'm like, oh, let me tell you, here's my morning routine. Here's my supplements. Here's my, and like, they freak out, right? And then my kids, they're struggling with stuff. I'm like, hey, you should like, let me help you. Let me like, you know, and they just won't listen to anything. And so it's this weird thing where it's like,

Gosh, like at least for me frustrated, like how do I implant desire into your brain so that I can help you? Cause I can change your life if you would just allow me, but you have no desire to change your life. Therefore I can't. And it's this weird thing. And so I thought a lot about, in fact, I talked to Colette about it last night. I was just like, do you think it's possible to give people desire? And I'm going to do a whole scriptural study and I'm going to go deep in there. So I don't know right now, top of my head. So I don't know the answer to this, but I'm going to go research it. But, um,

But my belief right now is I don't think it's possible for me to plant a desire in somebody's heart.

I think that God is the person who plants desires. And I think that we can nurture them, we can water them, we can help them grow. But I don't think we can necessarily plant a desire in someone's heart. Now, I have some workarounds, so don't worry. I got some workarounds I'm going to share with you guys here in a minute. So I do think it's possible to do some stuff around that. But I think that the actual seed has to be planted by God. And I think about this because I think about –

When I was a kid growing up, I remember like in hindsight, Russell today, looking back on Russell as a 15-year-old kid, I remember thinking books were stupid. I remember my mom taking me to the bookstore and being like, this is the stupidest thing. Why would someone go? This is the most boring place on the planet. Why would I want to ever come here? I remember just being so annoyed with books. And then fast forward now 35.

whatever years later, 30 years later, um, you know, I bought 18,000 books in the last, um, you know, two years, every penny that I've earned, I'm dumping into building my own event center slash library slash museums. I can look at books and smell books and talk about books. So, uh, it's definitely, it's definitely, um, you know, it's definitely kind of a, a, a flip flop. But I think about this, like, like what caused that desire for me to do that? Right.

And I don't think it was ever initially, it wasn't a desire for actually reading. I never came up like, oh, I'm going to become a reader. That's the thing. I'm going to go read. That wasn't a desire. But there was a desire planted in my heart, right? And it was when I was a kid. I had this weird desire. And you guys have heard of stories. I'm not going to go deep into it. But watching an infomercial, seeing someone talk about, you know, Don LaPree talk about making money, trying to classify ads. I had this desire planted. But the desire was something, was a bigger thing. It was desire.

I wanna make money. I wanna figure out how to make money, right? So that was the desire. And that was the seed that was planted. And the question obviously is like, why would God plant that seed? Like who does he actually care for us who makes money? So I think I solved that like 25 years later. So I'll explain that here in a minute. But I get the seed of desire placed in my heart for me to figure out how to make money, right? And so I'm trying to figure out how to make money. And as a teenager, I'm trying all sorts of stuff, right? So I'm trying a thousand different ways to make money. None of them actually work. But then I get into college, right? Um,

Meet my wife. We're gonna get married. I have nobody support her I want to keep wrestling and so it also like that seed that didn't plan it before it's like why if you're gonna make money and so now that seeds there and then desire and Desire starts growing how to make money I figure this out and so I start studying started learning started written, you know And so that that seed started to grow and started to develop a start getting bigger said desire with my little tiny like oh It'd be fun to make some money. It's like I've got to figure out make money for my family right and as that seed started growing

then, um, then like ancillary seeds started growing as well. Not on, but not on purpose, but it's because they were the things I needed to actually make the money. Right. So the desire is making money. But then like I was trying different things. I was flipping things on eBay. I was, you know, I was, uh, trying to sell stuff on Craigslist. Like I was doing all these different things. And then in that process of trying to figure out different things, um,

I started like finding like eBooks about like, here's how to make money. And I started finding more things and I started reading and start studying. And then, um, I remember, um, I built my first little business that I kind of set up there. I launched it and make him, I don't know, I was making a couple hundred bucks here and there. And then, um, what's, uh, what's interesting is, um,

I went to an event. It was my, it was my very first big seminar, Armin Morin's big seminar. And I had a little business at the time. I show up at the event. I'm sitting there learning. And I remember there was a guy, Michael Fortin is that they're speaking. And he was a conversion guy. Like he was a copywriter conversion guy. And he's on stage talking. And I remember he started sharing some stats and some numbers about different split tests. I don't remember the details, but I do remember one of them is like, you know, I, I was testing my headline, like a blue headline versus the red headline. I can't remember which one won,

But one of them won by like whatever, 30 or 40%. I was like, huh, that's interesting. So that night I went back to my hotel room and I logged into front page of my computer and I went and I edited the headline. I changed the color of the headline, but I did like a little split test so I could see which one converted. And sure enough, by changing the color of the headline on my page, it increased my conversions by whatever it was, 30% let's say, which meant I started making 30% more money.

Does that make sense? Like conversion of 30%. So same amount of traffic, 30% more money came in our bank account. And I remember sitting there like a week later, I was like, that's insane. I learned something and then I applied it and I made 30%. Like I gave myself a raise, you know, like, and I was like, what? This knowledge is amazing. Like I learned something. I applied, I made money. Like what else could I learn? So I remember getting a book, I was reading a book and most books fluff and going through stories. Also, there's like one little nugget. I took that nugget. I was like, huh. So I took that nugget. I applied it. I made more money. I was like,

This is insane. I learned something. I applied it. I made more money. Then I remember going, I'm like, I'm going to go to another seminar. So I went to another seminar. I remember sitting there. I was sitting there for day number one. I was getting nothing, getting nothing. All of a sudden, like speaker on day three dropped this little nugget. I was like, oh, I took that nugget, applied it, boom, made more money. I was like, this is insane. I just got to weed through all this content, all this stuff. If I find one little thing, it equals more money. Right?

And so I became obsessed with this like passion. I started buying books and courses and everything every course came I bought it I had devoured it devoured not looking for I need this thing to change my life I was like devouring for one little nugget like one little nugget from a four-day course boom changes everything for me Right then we're going to seminars. I remember one seminar going to and I was there for like two or three days I'm I can get nothing get nothing then that night everyone's going out to the bars and I'm introverted Russell. I'm Mormon I don't drink but everyone's going to this bar and they come on out and hang out. It's gonna be fun. I'm like, oh

you know, and, um,

I was like, okay, but I'm like, I don't want people to think I'm down there drinking. So how do I make this not – like worst case, I want someone to like tell my wife, hey, I saw Russell at the bar yesterday. So I'm like, I'm going to the bar but don't worry. I'm not drinking. Everyone is going down there. I got to hang out with them. So I go down to the bar and the funniest story. I go down to the bar and the bartender or whatever, the person comes up and asks something to drink. I was like – first in my head, I'm like, oh, I'll get a Sprite. I'm like, ah, Sprite looks like – everyone else is drinking. I'm like, ah. It's funny. I was like, what does it look like when everyone else is drinking? I was like, can I order a milk?

And the guy's like, you want a milk? I'm like, yeah. And he's like, yes. And so he comes and gives me milk. So I'm holding this milk because the milk, at least in my mind, doesn't look like alcohol. So I want everyone to know that I'm not drinking. I'm drinking milk. And everyone's like, what are you drinking? I'm like, oh, it's milk. They're like, what? I'm like, I'm warming it up to drink. So I'm drinking a milk. They're like, that's weird. But oh,

whatever. So I'm hanging out with these guys at the bar and the more drunk they get, the more they start talking, the more that they start sharing. And in a very short period of time, these guys start dropping this goal. And I'm like, what? I'm scooping up the goal, going back home, implementing. I'm like, I'm making so much money. So because of that, this desire for learning started going. Okay. The desire for money caused me to have a desire for learning. And then I started learning everywhere. It was books, courses, seminars, whatever it could be. Right. And so I became a very voracious,

study or learner not looking for like this book's gonna change. I think a lot of times people are like, read your book and they give a negative review. Oh, this book has got regurgitated stuff. It's like, who cares? I'm not like, all I'm looking for, one nugget. That's like fun hockey. A lot of people come, it's like a five, you know, it's a four day event plus a one day date with Dan. Like, is it gonna be worth it to come? Like,

I value learning so much. In five days, if you can't get one nugget, it doubles your business. There's a problem with you, okay? It's because you're not paying attention with the right ears. You're hoping someone's going to save you as opposed to someone's going to give you an idea that takes you down a path, right? Like that's the difference. So I became obsessed with it.

Right. And now look at my, my life, like it's books, it's courses, it's seminars, it's learning, it's podcasts. It's like just for wrote voracious. What's the word? I'm voracious, voraciously looking for, um, looking for, um, for the thing. Right. Um, and that's, that's, that's what, that's like, that's who I am now. Right. And so that's how it created the desire. Okay. So those are some of the experiences in my head I was going through as I'm trying to figure this out. Like how do I create desire for my kids or for other people? Right. Because for me it was, it was this, this, um,

It wasn't a direct thing, right? It was like I had a desire for this bigger core value thing that I wanted. And then from there, there were things that I had to do to be able to achieve that value. And I started increasing the value around those. And then because I did that, it increased, it got me the value I wanted at the end of the day. Does that make sense? Okay.

All right, funnel hackers, listen up. It's 2025 and let me ask you, are your B2B ads actually driving results or are they getting lost in the noise? You and I both know the pain of running campaigns that fall flat because they aren't seen by the right people. But here's the game changer, LinkedIn ads.

LinkedIn isn't just another ad platform. It's the place where professionals live. I'm talking about the decision makers you dream about working with. CEOs, VPs, C-suite powerhouses, 130 million of them all in one place. And LinkedIn gives you the laser sharp targeting to reach them by job title, company, and even industry. Imagine how your business could scale if your message hits the right inboxes every time. Now here's the kicker. LinkedIn delivers up to five times higher ROAS than other platforms.

Yeah, you heard me right. Five times more return on every ad dollar. And that's because LinkedIn's professional environment is made for people who actually take action. This isn't where people scroll mindlessly. This is where they're making decisions. So stop playing small because it's time to level up. Start converting your B2B audience into high quality leads today.

And to get started, LinkedIn is offering you $100 credit for your next campaign. Go to linkedin.com slash clicks to claim your credit. That's linkedin.com slash clicks. Terms and conditions may apply. LinkedIn is the place to be, to be.

Hey, Funnel Hackers, let's be real. How many of you have forgotten about subscriptions and you keep paying for these things month after month after month? That was my wife and I before Rocket Money came along. Literally a couple months ago, we downloaded this app, and within minutes, we found out a whole bunch of subscriptions. In fact, we had multiple Hulu payments, multiple Disney payments from accounts that my wife had set up and I had set up, and we weren't even using one of them. It was crazy.

Okay. Rocket money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitors your spending and helps lower your bills. You can grow your savings. Rocket money showed us where all of our subscriptions were in one place. In fact, it was crazy how many recurring payments we had that we had completely forgotten about.

With just a couple of clicks, Rocket Money canceled the ones we didn't need. And the best part is they even monitor unusual spending activity and they alert us if our bills increase. So I'm always in the loop. Rocket Money has over 5 million users, including my wife and I, and has saved a total of over $500 million in canceled subscriptions.

saving members up to $740 per year when using all of the app's premium features. In fact, my wife and I, we literally saved over $1,000 a month when we started using Rocket App. Now, their dashboard is amazing, and you get a clear view of all your expenses across every account you have. You can even create a personalized budget with custom categories and track your monthly spending trends to stay on top of your goals. You want to save for that dream vacation or pay off some debt? Their new goals feature automatically saves money for you, so you don't even have to think about it.

So cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money. Go to rocketmoney.com slash Russell today. That's rocketmoney.com slash R-U-S-S-E-L-L. That's rocketmoney.com slash Russell. And then I hinted about this earlier, so I'm just going to bring it back and talk about it. So it was interesting. This was FHL 2006.

I think we're in Orlando and it was the very first time we introduced operation underground railroad. So Tim Ballard came and we filmed a documentary. He came on stage. We shared the whole thing. We were all crying. It was crazy. We ended up raising a million dollars for operation underground railroad. And remember if you do the math, Tim told us on average, it costs, it costs about $2,500 to save a child. And then there's 7,500 to rehab him. So you'll get 10 grand saves a kid. So if you see, let me put my calculator.

So what's the math on that? So let's say, boom, 100. So like in theory, it's the equivalent of saving and rehabbing 100 children from sex slavery, right? And so we do this whole thing and it's crazy. I'm thinking about everything

everything led me up to that moment in my life, right? I'm thinking about, you know, when I was in college and when I was in like 14 year old kid and I wanted to like study, like I was watching infomercials where I make money. And then in a college kid, when I was got these, these things placed in my mind where I started caring about marketing and sales and advertising, I'm like, why would God care about marketing?

Russell, 20 year old Russell, 21 year old Russell, whatever it was, like geeking out on this. Why was like that desire placed in my heart? When I was failing through school, barely having success, didn't like reading and all of a sudden it's like, hey Russell, you're gonna actually care about marketing. When you learn about marketing, you're gonna become obsessed with it. You learn about sales, you're gonna become obsessed with it. Why was that seed planted in my heart? And I don't know, right?

But I do know that 18 years later, 20 years later, whatever it was, God was using that desire he planted in my heart, right? He let me develop it through things I was passionate about and excited about. But then later he allowed me to use that in a way that I think he called me to do, right? To help 100 kids from sex slavery through this organization that we were supporting, right?

I think about it all the time. A lot of times it's like, why did God give me this thing? Wrestling is an example. Why was that desire planted in my heart? Why was I so obsessed with wrestling? Why was it a decade of my life? That's all I did. I wrestled. I lifted weights. I cut weight. I competed. I went to tournaments. I went to camps. Why was a decade of my life consumed with that? Now I feel like my life now, I'm not a wrestler. I'm not coaching wrestling. Why did I spend 10 years of my life doing that? It's like, well, God planted that seed in my heart because there were things I had to learn through wrestling.

Right? Like the reason why I'm as crazy as I am today, the reason I can outwork everybody on this planet, the reason why I'm successful is because of my wrestling, right? In wrestling, I learned how to like, how do you go four days without water or food while competing and practicing and running and lifting weights so you can compete at a weight 20 pounds lower than you actually weigh on Thursday and do that every single week for eight years of your life, right? Like, like,

I did things in wrestling that if most humans tried to experience it, they would crumble under the pressure of it, right? And I look at that like, and I was doing consistently day in and day out, day in and day out. I remember sitting like my high school, our wrestling room was below the basketball court. So I remember like in wrestling practice, we'd be done with a two and a half hour, three hour practice. We'd wrap ourselves in plastics and we'd be running, working out, getting the heaviest sweat possible. And then we'd jump under the mats and we'd roll ourselves up in the mats.

to constrict all the heat so we'd sweat more.

And I'm doing this while I'm listening upstairs to the basketball players, running around, playing basketball, getting their drinks of water, eating lunch and breakfast and dinner, three meals a day they got to eat. While I'm down there, I haven't eaten in three days, haven't drinking in two days. And right now I'm sweating eight to 10 pounds an hour out of my body, like so that I can make weight this week so I can compete for six minutes, right? Like that's what I had to go through. And it's like, why did I go through that? Right? It was like, well, because in the future, Russell, you're going to be called to lead a movement and to change people's lives and to build a

a company and a business. And there's going to be times it is going to be brutal and it's going to be hard. You got people who you thought were your friends turn their backs against you, right? But guess what? None of that's as hard as I did in wrestling, right? I learned how to endure that and succeed through that pressure because this pressure is simple compared to that, right? And so God gave me the desire to learn wrestling so that someday I could be worthy and able to handle this calling.

right? And so I think about that a lot. And so for me, it's like, um, those are seeds that were planted that don't make any sense in the short term. But when you look at your life as a grand scheme of things, it's like, Oh, these things all make sense, right? Okay. So there's desire. So again, it doesn't always make sense. Why does God plant these things? How do we get there? And then secondarily, how could I help give other people desire? And that's the hardest thing. So

Step number one, or so I have some steps here. But I think the thing I want to argue or discuss in this podcast and get your thoughts on, get you guys thinking about as well is just like, how do we do that? How do we create desire in ourselves for things we know we want? How do we create desire in the hearts of the people we love and serve? Could be our kids, could be our audience, could be our whatever. How do we create those desires? How do we amplify those desires to help people in our world to be more successful? So that's the question.

So I don't know the answer, but I have some steps that based on my experience of 44 years, almost 45, my birthday is coming up, years of my life where I've kind of figured out. And so it's my best guess today. I'm going to keep developing this idea over time, but hopefully this will be useful for you guys as you're trying to figure out as well. Okay. All right. So this is my thoughts. And step number one, I got three steps here. Okay. So step number one.

Because I don't think that we can manually plant desires in someone's heart I think the first step is figuring out what does somebody already have a desire for what desires already been planted in their heart Okay, that's the first step Okay, cuz think about me like I already had desire in my heart to learn how to make money that's iris already there so for me to you know, do you get assessed with marketing and funnels and things like that like well

Like it's hard for me to like – you should be obsessed with funnels. Like why? Because they're awesome. I can't plant that desire in your heart. But if you've got a desire for business or wealth or getting out of pain or whatever, like if you have some other value, if I can identify what that is, then I can work my way into that and I can increase desire for the thing I want by knowing what your core value is, the core thing you are desiring. So the first question is what do you already have desire for?

This is either for you if you're trying to influence yourself or for the person you are trying to influence, your kids, your audience, whatever, right? Okay, so what do you already have a desire for? Now, I was thinking about this, like what are desires, right? Desires are the things that we value the most, right? Yeah.

And it's fun right now inside of our company, I think I told you this, but we split our company in two. There's the ClickFunnels company and the PrimeMover, which is the info coaching side of the business. So it's still the same business. We kind of separate them into two units that work together, but they're separate business entities. And on top of that, we have different CEOs for each company just because they're different focuses and stuff like that. And so with the PrimeMover company, we've been working on it now. It's like, what are our company values? Which has been really fun kind of putting those together and figuring those out and identifying what those things are, right? Yeah.

and how they're different from other things we've done. And so that's the big question. And so, um, I started thinking about like, well, what are the things that, that I value personally, right? Or my kids value. And so, um, I did this, um, it was master, it was a mastermind in paradise. We did mastermind. This is three or four years ago. Now we're down in Mexico and I did this really fun experience with everybody. It was, it was one of the coolest things. I think someday I'll do it again. Um, maybe when the new event centers, then I'll do special event around this, but it was really cool. But, um, I, I did this cool exercise and I learned this, um, um, an

An issue from my friend Tal Tosfany. He's the head of the Ayn Rand Foundation. He's awesome. And he was telling me this exercise he did with people. So I did it for our audience. So the first thing we did is we created – we tried to figure out what do people actually value? Like what are the things they value the most, things they have the most desire for, right? So what I did in this event is I gave everybody a packet of sticky notes. I said, I want you as fast as you can, top of your mind, like what are the things that bring you the most happiness in your life?

The things that are the best, right? Things you value the most. I said, write them down. I stick notes in there. And as fast as you can, start laying them out on these little poster boards, right? So everyone went down. They started writing it out. I did the same thing. And so I was up on stage. I had the big old whiteboard. I started writing down things that I value. I value reading, learning, understanding, religion, God. I value growth. I value health. I value social listening. I have as many things as I can, like hundreds of them, right? As fast as we can. So we're listing them all out, putting all these sticky notes all over. And we had the whole whiteboard of all these sticky notes, right? And everybody else did the same thing.

Now, by the way, like a month later, we were at spring break with my kids. I did the same experience with them, which was really cool. So I gave them all sticky notes. Like everything brings you happiness. Everything that you're excited about, like write it down. So they're all writing down. So we spent, you know, 15, 20 minutes writing down as many different values as we could, right? Now, Tal calls this a value galaxy. So with this big galaxy of all the things that we value, right?

And so that's step number one, which is really fun. So you can do it for yourself, okay? This is gonna help you learn a lot about yourself. You can also do it with, again, people you're influencing. So that's step number one. And step number two is then you look at these value galaxies. You might have 50 or 100 different things that you value that are exciting, right? But you start looking at them, you'll notice that these things will kind of group into what Tal calls value themes.

Okay, so what happens is like, okay, all these 20 here are all, if you look at those, they're all tied like my health and fitness, right? So I'm gonna put all those things together and like this is the theme was health and fitness, right? And underneath there, there's 20 things that make me happy, right? Okay, and over here, I'm gonna take, these are about religion, about faith, right? These are about faith. And so I take these and these 15 things, I'm gonna put them together and these are all,

faith. So that becomes a value theme is faith. And I find another one. So for, for everybody, I said, do that. And you should be able to find five or six value themes will start popping out for you. Right? So putting together, we find these different value themes. Also it's like, cool. I have these value themes. Um,

And so we have those different themes. And now based on that, now it's like, okay, now I know here's the five or six things that I value the most, okay? And so that's what we did to figure out what the values were. And then this is the coolest part. In Mexico, we did is that I said, you know, like the – I think Ayn Rand said that like

the pursuit of our values is the thing that actually brings us happiness, right? It's not the achievement. It's not the goal. It's like the pursuit of our values is what brings us happiness. I said, based on that, it's like when I die, when all of a sudden I die, I'm on my deathbed, like,

The question is like, did I – not that I hit this goal. I made a million dollars. It's like in the sincere pursuit of my values, was I successful? And so I had everyone write an obituary as if the core five or six value things that they had designed had actually come true. And this is your obituary. And then I wrote mine. And it was crazy because I knew I was doing this for like two months. I was preparing for the event. I was too scared to write mine. And the morning of, I was like, I have to write that. So I sat down and I wrote out my obituary.

And then I stood on stage and I read it. I was bawling my eyes out. But it was basically me taking my value themes and saying, Russell Brunson, he valued faith. And because of that, and I went through and I did my obituary. And then I had everybody else. We spent an hour. I had everybody take their value themes. And from there, what they would want read. Or not obituary. Sorry, eulogy. A eulogy. And so it was really powerful. Now I'm not going to end up today with you guys. Because again, maybe when we launch our event center here, I'll do that with everybody who wants to come. It would be a really fun exercise. But yeah.

But from there, it helped me figure out like, what do you actually desire? These are the five or six values you have that you desire the most, right? I believe that's step number one, 'cause those values are already in us. They're planted, they're hard-coded, they're in there. I think that over time, you can value more things than different things.

There's things later in my life I value more than I didn't, you know, 20 years ago. So I think those things, they can keep blossoming and growing. I don't think it's stagnant. But for right now, this snapshot of your life, you have these different value themes, okay? So you figure out what those five or six things are, okay? For you or for the person you're influencing, okay? All right, that's step number one.

What do you already have a desire for? Okay, what are the things you're already valuing? Then we transition now to step number two, okay? Now we gotta figure out how do we connect the thing that you, or how do you connect this desire to the thing that will create the result? Okay, typically the thing that you are selling or the thing you're trying to give your person that you love who's not listening to you

there's a thing that will give them the thing they desire the most, right? So for example, my kids, I'm like, you need to be eating healthy. And they're like, I don't want to eat healthy. It tastes like garbage. I'm like, no, it doesn't. It's like we're fighting because we're fighting over the thing, right? And I think that's where I get, I headbutt with my kids. Sometimes myself, like I should be studying the scripture. Like I don't want it. It's boring. I don't want it. Like I'm fighting over the thing versus stepping back and say, okay, how do I connect the thing that you actually want to this thing, right? So I think about like,

I don't want to throw my kids on the bus. They get so mad if I tell stories about them. But one of my kids, I'll leave it vague so that they don't get mad at me. But one of them last night went into our gym, which we have the most insane gym ever on our yard. And our kids hardly ever use it. Anyway, yeah. But they went in there today and they were working out and they were doing all sorts of stuff. And then that kid came back in and was like – and I was like, you worked out. This is awesome. Like, yeah, I want to get abs. Boom. I figured out what they desired.

They desire, for whatever reason, abs, right? That's what they want. I say, okay, now I have a, like, now I know exactly what's been implanted. Okay. Now me trying to get them to eat healthy. Now it's not like you need to eat healthy. Like stop eating this garbage. Like da, da, da. Like now it's like, because they don't value that, right? What do they value? They value abs. Okay. I know they value abs. Eating healthy is going to be a piece of that. Now I've got a map. Now it's like, okay, they already desire this. Now, so again, step number two is figure out how to connect that desire to the thing that will create the result. Usually the thing is what we're trying to sell somebody on, right? Here's the thing.

We're trying to give them desire in the thing, but they don't have desire in the thing. They have desire in their value, so I have to connect the desire for that thing to the result. This is just like me back in the day. I didn't want to read or learn or anything, and I go to the seminar. Michael Fortin's like, hey, change your headline from red to blue. I apply it. It makes money. I was like, wow.

Boom. Now I have desire for the thing learning. I love it. I'm obsessed with it prior. No, so I make money. Okay. The internal desire was making money. As soon as I learned that like by doing the thing, it'll make me more money. I became obsessed with it. Okay. I think health was the same thing for me. Like I didn't care about health. Like my whole life I was a wrestler, you know, awesome shape, 7% body fat, abs. Awesome. It was great.

Then my rest of the career ends. The same weekend, my wife gets pregnant with twins. She starts eating for three. I start eating to keep up with her and now I'm not exercising and working out and within –

whatever, seven and a half, eight months. She gains 50 or 60 pounds. I gain 50 or 60 pounds. We're having so much fun together, eating so great. And then she one day has two babies, loses all the weight. And I'm like sitting here chubby all by myself. I'm like, oh, this is not good. And thanks, eight years, eight years, I didn't care about health. I was just overwhelmed. I guess I'm just a big guy now. Who cares? Right? Did not desire it. Right? Until the pain became too hard. And it's funny though, because

I became, the pain came too hard and everything. But then I started, I decided I'm going to lose weight, but it was hard because I, it was hard to motivate myself. And it was just, I didn't have desire to do it.

But after I started doing it, I started shifting the way I was eating. It was crazy because what happens, I started eating differently. I'd skip breakfast. During lunch, I'd only eat proteins, no carbs. And at dinner, I'd have carbs. By shifting just the way I was eating, what happened is my brain didn't get tired. I didn't get brain fog. And so I'm at the office all day. And I used to go from 9 until noon, I'd eat. And then the rest of the day, I was kind of fuzzy. Nothing would get done, right? So I made less money. And by shifting my eating, all of a sudden, guess what happened? My brain functioned the entire day.

It was crazy. And then I got more production out of it. I got more stuff done every single day. I started making more money. I was like, wait a minute. Wait, wait, wait. You're saying that if I get healthy, I'm going to make more money and have more energy and more things. Okay, boom. I'm sold on that desire. I'm in on that because I want to make more money. Therefore, health makes more money. And I can tie the thing that I'm trying to do to the desire I actually have. As soon as my brain connects those things, like this equals more money, then it's like, boom. Now I have a desire for that as well because it feeds the desire I actually want.

Okay, so it's connecting those dots between them, okay? Same thing for me right now. Like I've had times in my life where I'm really good at scripture, good and bad, good and bad, right? And then anyway, man, this is like literally the last couple months. Again, I'll start and whatever. But I started thinking about like my desire, like one of my core desires right now is I'm trying to figure out all truth, right? And this is like from all the books, like personal development, health. Like I want to like, what is the truth, right? And so for me, it's like now I want to, I'm like,

that's me. I'm valuing, right? Which is why I'm trying to learn and educate all this kind of stuff. And so for me, it's like, well, I want to start studying scriptures and I want to not just mine. I want to study the Mormon scriptures. I want to say your book of Mormon Bible, new Testament, old Testament. I also want to study other scriptures. I wanted to like, what are the Muslims believe? What do the Jews believe? What do I like? I become obsessed with, I want to understand how they all fit together. And like, it's become the most fascinating thing for me. Right. Cause it helps me like in my head, connect these things, understanding like,

just the truth of everything. So because of this obsession over here, it's drawn me into like now, like I'm loving the scriptures and, and other people's faiths. And like, uh, it's been so much fun, right? Where before I was fighting every heart where this morning I was up early reading scriptures, having a great time because I've tied the thing and I've desired the thing to give me what I'm actually looking for over here. Does that make sense? I'm speaking of which this is kind of a side tangent. Um,

And there's a side tangent, but I'm not going to go political because everyone's got different beliefs here and there. But one thing that's really cool is I've become obsessed with conspiracy theories a little bit. And obviously, the JFK one. And last night, as I'm recording this, Trump signed the thing to release the JFK documents. I'm so excited to get behind, like, what's the actual truth in this thing? And so anyway, there's a tangent. All right. All right.

I've got one more step here inside the three-step system, but I have to jump on my OFA live call. I'm live with a couple hundred people with One Funnel Away crew. If you're not in One Funnel Away, go to onefunnelaway.com. Go sign up. I'm going to jump on with them. I've got an hour of Q&A with them. Then I'll come back and I'll tell you step number three here, which will be awesome. Step number three then. After we know step number one, what is it? What do you already have desire for? Step number two is figure out how to connect that connection.

that desire to the thing that will create the result, right? Which is usually the thing you're trying to sell them or persuade them or influence them on. Then from there, we'll move on to step number three. When I come back, I'll let you guys know what step number three is. 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, which is 10 clicks in 10 minutes. You

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 Agent.

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.

Hey, funnel hackers, let me paint you a picture. You're running a business, your funnel's finally converting like crazy, and suddenly it hits you. You need to hire someone like yesterday. Maybe it's a copywriter to help you crank out more sales pages, or a designer to refresh your landing pages, or someone to do customer support to help you to handle your growing audience. The problem is you're swamped, and you don't have weeks to shift through resumes. So what do you do? You turn to Indeed. When it comes to hiring, Indeed is all that you need. They make it fast, simple, and super effective.

Stop struggling to get your job seen on those other job sites that bury your listing. With Indeed's sponsored jobs, your post jumps straight to the top of the page so that the right candidates see it first. It's just like pulling your job out on a billboard for the exact person you need to hire. And it works.

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

So here's what you need to do right now. Go to indeed.com slash clicks right now and get a $75 sponsored job credit board to boost your post visibility. That's indeed.com slash clicks. Support the show, save time, and find your next hire faster. Remember, when it comes to hiring, Indeed is all that you need.

All right, everybody, I'm back. I know for you, it's probably just a commercial break, but I just did an hour long Q&A with the OFA people and had so much fun. And actually, it was funny because maybe it's just because my mind was thinking about desire specifically right now since we're talking about it. But it was interesting in the conversation, somebody was asking about niching down. They said, my product's helpful for everybody. And I said, yeah, but the reality is like,

you know, it's hard to market to everybody. So instead you got to find different niche markets to kind of focus on, at least for your front end offers. I said, for example, in my world, you know, I have one market that we do, we serve with funnels, our network marketers. I'm like, so I have a front end funnel that serves network marketers, but I mean, we also help life coaches. I have a front end that helps life coaches. And then we have a front end that helps, you know, local businesses. And so I kind of talked about that. And in my head, I was like, oh my gosh,

Like we're doing in our marketing every single day, right? Like a life coach has no desire for a funnel, but they do have a desire to grow their life coaching business. Therefore I tell them, I help them grow life coaching business, but then how do I do it? I do it through the thing, which is the funnel, right? Network marketers don't care about funnels. They care about growing their network marketing business because that's the thing they've already been convinced is going to get them to the desire, which is probably more money, more freedom, whatever.

And so then I gotta convince them that my thing, funnels, is the thing to help them with their thing, which is network marketing, which helps them with the end desire they want, which is actually to grow a business or have freedom or whatever it might be. Whew, you see how this works, you guys? You understanding this? Okay, so.

So recapping, step number one, what do you already have desire for? Step number two, figure out how to connect that desire to the thing that will create the result. And now that moves us to step number three. Step number three is then how do we increase the desire for that thing? Desire amplification. That is the question. How do we do that? And I don't know, again, there's probably a huge list of all the ways. I'm going to share with you guys a couple of ways that have helped me in my life. Okay. So the first thing I do to help me increase the desire for something is I think about it all of the time.

Okay. I think back about myself, like when I, when I got into wrestling and I fell in love with wrestling and I wanted to become a wrestler and I wanted to be a state champ and then a national champion and all American, like it became obsessed. Like I remember sitting there and everything else became a burden for me. Like thinking about anything else was annoying. I remember sitting in class all day long and teachers are talking about who knows what. And all I wanted to focus on was wrestling. Like how do I win? What's the move? How do I get my position? How do I, so all I thought about,

all day long at school every day was wrestling. Even though teachers were talking, I was like distracted, like, "Ah, I gotta pay attention "so I pass the class." And the second I was able to snap back into what I wanted to, the thing I desired the most, which is wrestling, I did it, right? And so the more I thought about it, the more I desired, the more it grew. And so desire grows when you're focusing and you're thinking and you're focusing on it. Does that make sense?

So the more you think about something, the more that desire grows. So if you, if it's like, if you have a little seed of a desire, a little seed of something, if you want it to grow, you can't not think about it. You have to start thinking about it. And as you think about it, you think about it more and more and more. And the more you think about something, the more it's going to grow. Okay. If you look at all of these old books that he buy and think and grow rich and all these things about thought and thought control, all sorts of stuff like,

like thoughts come and go, but we can control our thoughts. We can think about something. We can choose to think about a thing. And if we choose to think about a thing, it'll grow. So if you know, you got a little, a little seed of desire and you want that desire to grow, start thinking about it. Okay. For me, it's like when I decided I wanted to get back into reading scriptures again, right? And the,

there was the little desire that that thing was in there. So for me, it's like, okay, I got to start thinking about this. Like, how do I do that? Well, I'm not going to think about it by default. Like, so, uh, you know, my brain's not going to also snap like, Oh, you should think about the book of John, you know, like that's going to pop in my head. So I started thinking, okay, who are people around me that, that, um,

that do have that desire and they're excited, they're passionate. Like I want to take this little spark that I have and I got to find a fire somewhere else. And if I take my spark next to the fire, what happens to my spark? It becomes a fire, right? So for me it's like, all right, who are the people talking about these topics right now? And so I start finding books and information and podcasts and YouTube videos of people who actually are talking about this thing. People who are already on fire for the thing

I want to be on fire for, but I'm not yet. I've got a spark. They've got a flame, right? So I find people have a flame and I start surrounding myself around those people. So I'm listening to them on podcasts. I'm watching them on videos. I'm reading their content, reading their books. Like that's how you take the spark and turn it into a fire. Okay. So number one is I'm thinking about all the time. Number two is I'm going, I'm finding people who already have a fire and I'm surrounding myself around those people. Okay. There's a reason why people come to Funnel Hacking Live.

People tell me this all the time. Like, I feel like I'm at my house. I'm all lonely by myself. And I come to Fun Hockey Live and I catch on fire. That's what they tell me, right? I catch on fire.

Okay. It's interesting. Think about that. What's happening? They've got a spark of desire. They're at home. They're listening. They're seeing some stuff. They see me. They see like this guy who's like, I'm so passionate about this. I'm on fire. I'm excited. And so like, I need to come and get some of that. I don't know what that is. I want to drink the Kool-Aid. I want some of that. What they're doing is they see this, this raging inferno of Russell, right? And they want to come and they want to get their spark close to that. Cause I think if they do, it'll catch on fire. And it's true, right? I think

I think about that, like I'm always looking for people to connect with who are already on fire 'cause I know if I'm around those people, it'll grow. You hear people say all the time, like you are the average of your five closest friends, right? In all sorts of things, in your income, right? Whoever your five closest friends are, how much money they're making, that's how much you're gonna make, okay? Same thing with your health.

Your weight, your energy, like whoever you're surrounding yourself, you'll be similar to, right? And there's a couple reasons. Number one is either because you're going to drive everyone down to your level or number two, you're going to rise them up to your level, right? You're going to be the fire that turns their spark into a fire. Oops, sorry. And so for me, it's like I'm always searching out people who are on fire. In fact, Andy Elliott, speaking of Fun Hockey Live, a lot of people are like, why do you like Andy? Andy, like he messed up in his past. He did some bad things. I'm like, because when I saw Andy on mine, he was on fire and I wanted that.

And I messaged him like, dude, I don't know what you got, but there's a flame. And my spark's dwindling and I need to light myself on fire. So I called him up, flew out to his office. I spent literally less than 24 hours with him. And like his flame was so big that my little spark that was like kind of trembling and struggling, like caught back on fire. I came back home. I was like, all right, everybody, we're like, I'm like, I took that flame back to my team. And then my team got on fire. And like, that's how this stuff works, right? So you take this desire,

Number one, think about all the time. Number two, you got to go and you got to find people who have the inferno and you get proximity. Proximity is power. Tony Robbins says all the time, right? Okay. Number three thing here. Um,

A lot of times we focus on our future self, the thing we want, right? Our future desire, which is awesome. But the thing we forget about a lot of times is that we have this past self that's potentially holding us back, okay? I've been talking a lot recently about subconscious mind and from so many different standpoints, but our subconscious mind is like all of the things, the stories we've been telling ourselves for the last...

decade, two decades, however long it is, our entire life, they have these belief patterns, right? Sometimes we're looking at the future. We're thinking about what we want to achieve and who we want to become. The problem a lot of times is that we have these false beliefs and this baggage we've been carrying around subconsciously. And if we don't look at that and address it and figure out how to break it, then those chains will hold us back.

Okay. The best time I've ever taught this so far, if you read expert secrets book, I talk about when I'm trying to persuade somebody, I got to figure out what their chains of false belief are. Okay. These are the subconscious beliefs that they have that are holding them back. And then I have to come with a new empowering story that's going to trump their story.

That's what the whole Perfect Webinar is about. I gotta come in with the fire and the flame and I gotta figure out what their false belief is and I tell a story that breaks their false belief and rebuilds it with a new false belief. That's how I get somebody to move and to persuade. The same thing is true for you. If you're trying to change yourself,

So looking in the future is great, but you also look backwards and like, what are the false beliefs I have? What is actually holding me back? And I have to address that with conversations. A really good book by Ben Hardy is Becoming Your Future Self Now. He talks about like looking backwards, like, okay, I got to reframe. I got to change the meaning of these things in the past that are holding back today.

right? What are the things in the past? Like for me, one of the things with holding me back over the last two or three years, I'm not gonna, I'll be super vulnerable. So here we go. Here's a vulnerable Russell. I think you guys like vulnerable Russell. I would get comments afterwards, but, um, you know, one of the hard things for me is, uh, for the last decade, we launched click funnels, right? The first seven or eight years, like 3000 people want to comic boards. We've changed the industry. We've changed so many people's lives. And it's been hard for me.

Okay, it was really hard. They started looking. These people who wanted to comic club board for me, right? Then they go find our competitor. They white label our competitor and there's pictures of them holding a two comic board. Russell changed my life, but now I'm using this platform, which is theirs. And now they're competing against me.

These people that I changed my life. People are on stage crying like, you changed my life, Russell. It was so great. Now I'm going to compete against you. Like just – I don't know. I have – I'm super faithful to people you probably know. It's like I don't quote – I don't tell somebody an idea that I got from someone else and not give them credit for it. Like I think it's the lowest, most –

scum of the world thing you can do is to take credit for somebody else's ideas that you got from somebody else. I always pay credit where it's due. I would never in a million years, like with Dan Kennedy or with people that I respect, I never would go and like, and like learn, have them change my life and then go try to rip them off. Like, but it happens. It's been happening a lot and it's, it's been painful, man. It, um,

It was really, really painful. And so there was a while, there was a season probably for a year or two where I was just like, I don't want to help people because they're going to come in and learn my stuff and then compete against me. Like, why would I want to serve that audience? Like, it made me so angry and so mad. And it's because the meaning I attached is because that meaning was attached, right? It was hard to move forward. It was hard to visualize. I'm going to change the world. I'm going to help a million entrepreneurs. I'm going to blah, blah, blah, because I'm like, screw those entrepreneurs.

Like I'm changing their lives. And then as soon as like I changed their lives, they lose all loyalty to me. And then they go like behind my back, go and compete and like promote a competitor. Like brutal for me. Right. And so I had to come back and stop and say, looking back. So, okay, what's the meaning I'm attaching? The meaning I'm attaching is like, if I help these people in the future, they're going to hurt me. It's not a good meaning. Right. Makes you not want to help people. Okay. But I just stopped looking at my past self, like past self.

That's the false. I don't know how it got attached. I didn't consciously attach that, but it started happening. I'd see people with their ads, them holding a two comic club award in their ad and then talking about a competitor. And I'm just like, I hate those people. I want them all to die. Right. It's not a good thing to say, but that's, that's the meaning that was attached. Right. So it's hard to go get more people and serve more people. And that's the meat, the meaning is holding you back. Okay. Yeah.

Now what's your meaning, right? What's the things that are holding you back? And you have to stop sometimes look backwards because even though you got good goals and directions, these, you say verbally consciously you want, if your subconscious mind is holding you back, you gotta become aware of it and look at it. And then you gotta look at the meaning you're attaching to these things and then figure out a new story, figure out a new meaning. So for me, it was figuring out new meanings, right? Okay. Um, how do I change this? In fact, it's been interesting. If you look at some of my ads right now, selling online event, I used to talk about like, I'm a world record holder. Grace, you know, sold more from stage than anybody else in the history of all time. Like, and, uh,

And now if you look at my ads, I keep saying it's like my goal of this event is to have you come in because I'm looking for somebody to beat me. I need somebody to beat me because I need competition. Right now it's been too easy. No one else is competing. So I'm going to train you to become the best possible person. I want you to compete against me so I can beat you. As soon as you beat me, I got motivation to come back and beat you.

Okay, now it's a different frame, right? I'm saying the same thing right now. I'm like, cool, come in. Go ahead and compete against me. Okay, now I got some motivation. Like my number one strength, if you take strength, my number one strength is competitiveness. So I'm gonna destroy you. So now like those people instead of like, I can't believe this person would backstab me that way. Instead it's like, oh, cool. All right, you think you're gonna win? We could have partnered, we could have been friends, but now I'm gonna beat you. I'm gonna win, right? There's competition coming up. There's Russell. That's the Russell that's gonna win, right? But I had to look at my past self and detach the meaning that was holding me back, reattach a new meaning and then run with that.

Okay. So number three, there's looking at your past self and explaining, um, looking at what's holding you back and then rewriting those meanings. Okay. And then number four, um, you got to amplify the thing that will get us the value we have most. Right. So again, this comes back to talk about earlier, right? Like,

the value I have is I want to, for me right now, my, my number, one of my number one values impact want to change the world, right? So like there's the big impact, right? And then what's the thing that's going to do that for me? The thing that's going to do that for me is writing books and writing books is painful for me, right? But I know that's the thing that's going to give me the impact I want. So I have to take that thing, uh,

right? The writing the books for me, I have to amplify it by thinking about it. Okay. It comes back to the first thing. It's like thinking about thinking about thinking like amplify, amplify, amplify. The more you amplify, the more it's like, I love writing books. I love reading books. I love books. And then that thing becomes exciting. And then that drives the value of the future. So there's my sermon on desire. You guys, it's not everything out there. I'm sure, but it's all the things in my head that I keep thinking about. And hopefully something in there was valuable for you. Um, again,

The three steps I wrote down, step number one is what do you already have desire for? Figuring that out, right? We talked to you through the value galaxy, value themes story. So what do you already have desire for? Number two, figure out how to connect the desire to the thing that will actually create the desired result.

And number three is then take that desire and increase the desire for that thing. Amplify it as much as you can. So hopefully that was valuable for you guys. Hopefully you got some value. I'd love to hear in the comments, even the podcast or YouTube, wherever you're watching this, give me some comments on the things that you would do or the things you're trying to do or any of your thoughts. If you think I'm crazy, if I wrestle with bad ideas, let me know your ideas. I'd love to hear them. But that's kind of what I'm working off of right now to help influence myself, influence other people. And it's been successful for most things. Still trying to figure out my kids. They are the hardest ones. I love them the most. So...

It's going to be worth it when I figure it out. So thanks so much. I appreciate you guys. Thanks for listening to the podcast and talk to you all soon. 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.