How to Step Into Your Purpose and Change the World (Russell’s FHL 2025 Keynote) | #Marketing - Ep. 10

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It's chaos. Watch the Hulu original series The Secret Lives of Mormon Wives, now streaming on Hulu and Hulu on Disney+ for bundle subscribers. Terms apply. 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/podcast. That's sellingonline.com/podcast. This is the Russell Brunson Show. 27,375. Who knows what number that is? 27,375. That's the average number of days that a human being lives on this planet. There's a quote that I love. It says that most men lead quiet lives of desperation and die with their songs still in them. Think about this a lot, right? Most people, they don't do what we do. They don't show up to Las Vegas jamming a room with a whole bunch of other crazy people trying to figure out how in the world to change the world. We think about this, the song that's still in them, what is that song, right? For every single one of us, that song is our calling, it's the passion, it's the thing we have. Mark Twain said, "The two most important days in your life are the day that you were born and the day that you find out why." Some of you guys probably came to Funnel Hacking Live. Who are my first-timers, by the way? Raise your hand, first-timers. Okay. The rest of them, no, but some of you guys probably came You're not even thinking you're gonna learn about funnels and how to drive traffic and stuff like that, right? And you will, we're gonna talk about that, okay? But the real reason why you guys are here today and over the next 4 days is you're gonna be learning how to change the world, okay? Now this is not just a little thing. You're gonna learn how to change your world first, okay? It starts with yourselves. And after you change your world, you have a chance to change the world of your family, and then your employees, and the customers you've been called to serve. And that ripple effect will continue to grow and grow and grow, but it all starts here over the next 4 days. We're here at, still weird to say, I'm getting emotional thinking about it, the last Funnel Hacking Live. We've been doing this now for a decade, which is crazy. Todd and I were just joking backstage a few minutes ago, like we just wanted to build some software. And then you guys showed up, and you kept showing up, and you kept showing up, and you kept showing up, and it's crazy. After the first Funnel Hacking Live, it was an experiment, like we're gonna do an event, we'll bring people out, we had 600 people come, we're like that was amazing. And they're like, should we do that again? We're like, I don't know. We kept going back and forth and back and forth. So the next time we did it, and then twice as many people came. We had 1,200 year number 2. And year number 3 was like 1,300, and then that time we're like, maybe we should do this like more consistently. And next year was 3,500, and then 4,000, and then 5,000. I think right now we have over 5,000 people in this room right now for the last ever Funnel Hacking Live. So give yourselves a huge round of applause. Now as you guys are here, I know that what it takes to come here is a lot for everybody, right? You have to leave your family, your work, your obligations, everything. You gotta jump in a plane, you gotta fly to— some of you guys love Vegas— but to a crazy city with a whole bunch of distractions and things happening to come into a room to sit here to learn about growth, about yourself, how to change yourself, how to change everything. I'm proud of you guys for making that leap. But if you think about it, for most people, The very first time they come into this world, and also the second time and the third time, it's very, very scary. How many guys came here with a little bit of fear in your heart? If you're honest, raise your hand. Okay. About half you guys have fear, the rest of you guys are just like, "No, I'm ready." Yeah? The reality is like entrepreneurship is a scary thing the very first time. And I was putting my slides together, I found this quote from Garrett J. White. He said, "Everyone's afraid the very first time." I thought about that. I thought about my very first time. Like, for me, like, I was scared to death. Like, I did not— I never planned to be a guy on stage doing this kind of thing. I was so excited because I was like, I'm an internet nerd. I can sit behind my computer. I sit on a laptop. I can create things. I can put them out there. That's how I'm going to make my money. I don't have to talk to humans. I was like so excited that was going to be my future. And I went to my very first event like this. It was a lot smaller, but I went to this event, and it was crazy. I was in there, this room, and I'm watching people on stage. I'm watching things like happening, and all of a sudden, like, I felt something weird. It was this weird— this weird pull. Have you guys ever felt that pull before? Alex Charfen calls it the call to contribution. Call to contribution, I was like, wow, maybe I should be doing that. I'm not gonna do that, like I'm so awkward, I'm so shy. You guys have seen the pictures, I'm like, that's not my thing, but it kept like calling me, it kept pulling me. When Todd and I first put together ClickFunnels, like the plan was never this. The plan was like, alright, let's create software, let's change the world, let's make this job easier for people. But when you start, it's like stepping into that calling, new things start showing up, new opportunities. And every single time an opportunity shows up, it's scary. It's scary again. It's scary again. OK, I was backstage 35 seconds ago scared to death. I'm like, oh. Like an hour ago I was out here scared to death. Like what if nobody shows up? Like that could definitely happen. Like I always have this fear that like nobody's going to show up. I'm checking the stats. Like how many people checked in last night? And all sorts of stuff. And then you guys are here, and it makes me so happy that you guys showed up, which is the best. But everybody's scared the first time. Every next level, every new thing, you're going to be a little bit scared. Scared. And I found this quote, it was actually part of the introduction to the 2 Comma Club documentary we did, man, probably 4 or 5 years ago. We showed it at a Funnel Hacking Live. And I wanted to show this clip, it's only about 2 minutes long, but it's talking about that fear. Talking about what you as entrepreneurs are committing to, what you're stepping up to, why you guys are a little bit crazy, and why I love you so much. With that said, let's watch this really quick intro from the documentary.

Everybody's afraid the first time. Like, they just are. Let me tell you what, it's gonna be scary. So you better have a reason why you're running. Running from the game you're in or running to the game that you see here. I had a reason to run. There was this thing inside of me that was calling me. Being an entrepreneur is not for everyone. 99% of the planet is not an entrepreneur. They are not, they never will be. They do not have the emotional capacity to do it. They do not have the mental skill sets, commitment to do it. They are much better off to align with an entrepreneur who is called to be an insane person and build something big. And that's okay. There's no shame in that at all. But for those who feel that they are part of that 1% crazy, they're just fucking crazy enough to say, I want to take on the responsibility of payroll of $1 million a month. I want to take on responsibility of paying the checks to people who have children. I'm going to be the one responsible at night who never gets to turn it off. I'm the one on Saturday afternoon dealing with the stress of payrolls on Monday while my employees are out playing at the beach with their children, just knowing the check's going to show up. If you're going to go down that path, you better be committed to something. And the commitment cannot be, I want to make money, because here's the reality: most entrepreneurs fail. Most business owners fail. They fail to make more money than they would have made working for someone else. It's the only game ever built where somebody would trade in working 40 hours a week for somebody else to make less money working 100 hours a week for themselves. Most entrepreneurs fail, but you don't have to be the one that fails if you choose something different, which is you've got to have A-Y. Not some paint on the sky bullshit, little painting on the wall Y. I'm talking about something inside of you you cannot shut off. You try to, but you can't. You can't shut it off because it's right here and it's pulsing and it's beating and it's moving. And if you don't move on it, the only choice you have is die or keep drinking and ignoring this thing inside of you. And if you draw in here to ClickFunnels, It's highly likely that you are one of the 1% crazies. Welcome home.

All right, you guys, this is the room you are in, and I'm so excited to be here with all of you. You're my people. Man, a decade ago when I was kind of putting this whole thing together with Todd, we were talking about it like you were the people we were called to serve. It's been such an honor for the last decade to do this. I cannot wait to continue over the next decade or 2 or 3 or however long I'm allowed to be here. To serve you guys. It's gonna be a lot of fun. So this morning I want to talk about— I actually wanted to spend less time doing slides and going through stuff. I wanted to doodle a couple things specifically about you guys and about your calling and about what it looks like, what to prepare for, what's coming up, what's already happened, where you might be inside of this journey. And everyone here is in this room in different spots in the journey. You guys will see this, especially tonight when we do awards. Some of you guys are brand new, some of you guys are coming in trying to win a 1 Comma Club Award, some of you guys got 2 Comma Club Awards, some of you guys are getting The spot where you're getting $10 million, $100 million, like it's crazy the level, different levels inside this room, right? And so everyone's at a different point in the journey, which is why this room's so amazing, because the people you have a chance to network and get to know, there are people every single level you get to have a chance to be part of and be part of their journeys. And so I want to start though talking about each of your specific journeys. What does that look like and what to prepare for and what to kind of think through? What are the things that are going to be the most important? The first thing I want to talk about is When you're starting any journey, this is one of the biggest mistakes people make is they start without a direction, right? I think about my life and the things that I've had success with in my life. Typically what happened is I got— I had some kind of desire. Like, I believe God plants desires in our heart. I had a desire for something. I would show up and I'd start going down a path, right? Again, I believe most of you guys have the same thing. You have a desire that's placed in your heart and that's why you're here, right? Something's happening. Something's calling you to do something, right? And the biggest thing I think with entrepreneurs who are successful and those who are not initially is figuring out and really being able to identify what their purpose is. What is the thing that they want to do? A lot of you guys know my favorite author is Napoleon Hill. And one thing Napoleon Hill always talks about in every single one of his books, every one of his lectures, everything he talks about, one of the very core things he talks about, one of the very first laws of success is if you're going to be successful in anything, you have to have not a purpose, he calls it a definite purpose. What is your purpose? Right? Something definite that you can see, that you can touch, that's tangible that you're running towards. OK? A lot of people, their purpose is like, I want to lose weight. That's a purpose, but it's not a definite purpose. Definite purpose is I want to lose X amount of pounds by this date, by this time. Right? Some people, they have a purpose. I want to start a business.

OK?

That's a purpose, but a definite purpose is more specific. OK? For me, the very first time that I had a definite purpose in my life— my life growing up was amazing. I have great parents, great family. Everything was normal. And I remember the very first— I was 8th grade. My dad wanted me to come to wrestling practice. And I didn't want to go to wrestling practice because I was a kid who watched TV. And I didn't really— so my dad makes me go to wrestling practice. And we start practicing. And I'm going with the guys. And we're kind of doing the thing. I didn't love it, but I was there. I was doing the motions. And you think about this. Like, when you start something, a lot of times, you're in like this circular motion. OK? You guys ever felt that before? It's kind of like you're there. You're doing the thing. You're showing up every day. But there's no point. There's no purpose, right? And I remember doing that. And I was just kind of circular, going to practice, doing the motions, doing the motions. And I remember— After that first year, there was the state tournament, and there were two guys from my high school who were in the state finals. My dad's like, "Let's go watch these guys on your team in the state finals." So we go to the state finals, we're sitting there in the audience, and I remember, I think it was like a 106-pounder, a little tiny guy, he gets out there, and he'd won two state titles before, and he's going for his third state title. He goes out there, he wrestles, he wins the match, and I don't know what happened. I'm sitting, I'm a little kid sitting up in the audience watching this whole thing, and like the whole world stopped for me. I saw him get his hand raised. I was like, that. That's what I— whatever that he just had, I want that feeling is what I want. And that wasn't a circular thing. It was like, I want to be a state champion. And as soon as I had a purpose, a direction, a thing that I knew I was chasing, then I could go chase it, right? I had no purpose. And I knew that was like, hey, I want to be state champion. That was the thing. I made it a goal. I made it a thing. And like, everything else disappeared for me besides that. That was the only thing that I focused on. The only thing that mattered to me is I had to figure that out. I struggled in school. I struggled everywhere else because all I wanted was that one thing. It was my definite purpose. In life. Like, that's how bad you have to want the thing that you're going after. I think about business was the same thing for me. I got into business, and for me, the desire I had initially was like, I want to make some money, so I jumped online and figured out how to make some money. I was going through the motions, going through everything, right? But there was never any purpose other than I want to make money. And then, some of you guys have heard me tell this story before, this guy named John Reese, he goes online, he launches a course called Traffic Secrets. He launches this course, and in an 18-hour window, he sold 1,000 copies of a $1,000 course. And he made $1 million. And I remember seeing that. I saw an email he sent out to everyone saying, "I made $1 million in a day." And I don't know what it was, but I sat there, the whole world shut down, and I was like, "That. I wanna do that. How do you do that? I gotta figure out how to do that." And it went from being a circular motion of just kind of like, "I hope that this will work someday, I wanna make some money," to like, "I wanna do that." Right? I started running towards that. Okay? Later in my business when I started making money, and I don't wanna ruin the surprise for all you guys, After you start making a lot of money, you're gonna find the weirdest thing that happens. You're gonna find out that it doesn't feel like you thought it was gonna feel. How many of you guys think that when you make a bunch of money, it's gonna feel like the greatest thing in the world, and you're gonna be on top of it, like, this is gonna be the best thing ever? How many of you guys feel like that's what you're chasing right now? Okay, no one wants to raise their hand. I don't want to ruin surprise, okay? But it's not as fulfilling as you think. For me, I started making money, and I was like, why is this not feeling so good? I'm so confused. I can't understand it. And I started looking at other people. I looked at people like Tony Robbins and my mentors. And I looked at what they were doing. I watched like how many lives they were changing. I started looking at that and all of a sudden I was like, "That. That's what I want." And my focus shifted from how to make money, how to make money, to like, how do I change more people's lives? How do I do that? And when I shifted there, all of a sudden it was like there was a direction we started running. And the good news for all you guys who aren't there yet, okay, that feels infinity times better. It is so much better, okay? It's interesting, I remember, again, as a wrestler, some of you guys know my wrestling background. I was a wrestler, I was a state champ, took second place in the nation. Went into college wrestling, and my favorite feeling of all time was always when I wrestle a match and I win and the ref would raise my hand. Like, nothing feels better than that. At least nothing in business. I'm not going to lie. Like, I've been trying to chase that same high in business, and I can't get it. Like, the best feeling I ever felt was that. Until a couple years ago. My boys started wrestling down in the Bowen. And Bowen, who right now is on a mission in San Diego, he's like dying. He's not here right now. I love the little dude. Yeah, he's serving the Lord. Pretty cool. But he's out there in San Diego, but in 8th or was it 6th grade? 6th grade, he started his wrestling career, and he shows up and he doesn't want it. He's like, I don't want to wrestle, Dad. This is the worst thing ever. And he goes the first day and he comes back home. He's like, I'm quitting. This is the worst. I'm like, no, you have— like, this is gonna be so fun. This is— I wanted you to wrestle. And good for him, like, he went back, he stuck it through, kept working harder, kept working harder, but he was not good. In fact, he lost every single match that year. Match after match after match. He'd lose the match and you come off Matt, he was defeated, I was defeated. We go back, we practice all night, work on things, go back and forth and back and forth. And the entire season, like, he just kept losing and losing and losing and losing. It was just heartbreaking. And finally got down to the last match of the entire season, and I'm just praying, like, give this kid, like, some success. Like, he's working so hard. And that last match, he goes out there and he wins. And I watched his hand get raised, and I was like, oh my gosh, that feels better than anything I felt like getting my own hand raised, right? And I have a feeling it's gonna be a very emotional week for me, so apologize in advance for that. Anyway, I love you too. So for you guys, you're gonna go through that same experience. You're gonna launch a business, you make a bunch of money, you get hand raised, like, that felt good, I got my Two Comma Club Award. But what will feel infinity times better is when you have a chance to serve somebody else and you change their life. That is the best feeling. I cannot chase out anything else yet, and you guys are going to feel that as well, which is so cool. So, back to my doodles over here. So step number 1 in this process is you've got to figure out a purpose, OK? Now, I'm not going to go too deep into the hero's journey. A lot of you guys know I'm mildly obsessed with the hero's journey. But for context, for those who don't know it, the hero's journey is kind of the through line of almost every story, every myth, every movie. From the beginning of time till now, in every culture, everywhere, and they all follow the same hero's journey. And I love looking at hero's journey from a storytelling standpoint, from a personal development standpoint, a lot of different ways. And so I'm going to take a lot of what I'm talking about is going to be fitting into the hero's journey framework because it's such a powerful thing to show where you are today and where we're going and kind of the goals. OK? So the very first thing here, and this is you. Okay, and this is you, and you are in what's called the ordinary world. Okay, if you think about any hero, at the very beginning of the movie they start— like, you think about Lord of the Rings. I just rewatched Lord of the Rings recently, right? Frodo started in the Shire, in the ordinary world, and all of a sudden he hears this call to adventure, he has to leave the Shire and go on this huge adventure, right? You think about any movie, they go through the same thing, right? The hero always starts in an ordinary world where he's living a normal life, and all of a sudden he hears this call to adventure to go leave and do something, okay? And so for all of us, before you guys ever came into this world, my guess is you lived an ordinary world, right? I lived an ordinary life. Everything was normal. How many of you guys remember when you were normal? Anyone here remember that? Right before you had— Garrett started talking about you had that pulse and that beating, that thing where you're just like, God, am I built for something more? Again, Alex Charfen calls it the call to contribution. You feel this call to contribution, right? It's the hero, right? Starts in the ordinary world and hears this call to adventure, right? You start going on this thing. So we start here. In the ordinary world, and the hero goes on the hero's journey. OK? And the hero's journey is all moving towards something, right? It's moving towards your purpose. So up here, all right, purpose. And this is the journey you're going towards, right? I want to be a state champ. I want to win a 2 Comma Club Award. I want to change the world. I want to— whatever your purpose is, right? The hero leaves the ordinary world to go on this journey to go achieve that purpose. Now, as I was like— Putting this together and thinking a lot about this, I started thinking about, like, with our purpose— I wish I had better handwriting. That says purpose. You good? OK. When you look at the purpose, right, there's kind of 3 tiers to this. If you guys have ever studied Simon Sinek, he has a really cool TED Talk he did on this. He wrote a book about it, about the power of why. He talks about there's like 3 levels, right? The first level right here is called— it's the what. Like, what is the thing you want? For me, it was I want to be a state champion wrestler. I want to make $1 million in a year. I want to— whatever your what is, right? And that's the first level here. Then you move in, and there's a second level, which is the how. OK, how am I going to do it? OK, I got to go to practice every single day. I got to lift weights. I got to get my cardio. I got to do all the different things, right? Here's the how. So we have the what, the how, and then in the middle is this thing called the why. Why do you actually want to do it? OK? And the goal of the why, like Gary talked about in that clip, the goal is the why is the thing that pushes you, that pulls you, that keeps you going. When times are up and times are down. Okay? Now for me, whenever someone talks about this concept of a why, I always struggle with it. How many of you guys ever struggle with it? Like, do you know what your why is? And you're like, I think, yeah, because I want to do the thing, right? Who has ever struggled trying to identify that? I was the same way for a long time. I'm like, I feel a why, but I don't know what it is. How do I identify it? And as I was preparing for this presentation, I was sitting there for like way too long with a pad of paper doodling sketches and things like this, as I do, and then all of a sudden I had this weird epiphany where I was like, Oh my gosh, I know what the why is. As soon as that clicked in my head, I was like, this is actually really, really simple now to figure out what your why is. And for me, as soon as I like figured this out, like everything laid on, I was like, I know what my why is. It was the simplest, easiest thing. So I'm gonna give you guys a tool to help you figure out your whys if you don't know what that is. You guys ready for this? Here's the why. Your why is actually, it's just two whos. Okay? The why is just two whos. So the first who is you. Who do you want to become? Okay, this is tied to your why. Who do you want to become? Like, why are you here? What are you trying— like, you guys came, some of you guys came from around the world. We have people from almost every country on the planet who flew here to Las Vegas to hang out in a room with a bunch of funnel nerds talking about funnels. Okay? Who did you want to become? Why did you come here? There's a reason, right? Hopefully you have some vision in your head of like who you want to become. What does your future self look like? 'Cause right now we're all of our current self. I have a future self I'm chasing. I know who I wanna become. That's part of my why. Without that, what's the purpose of any of this? I have who I'm trying to become. Do you guys know who you wanna become? Yeah. Some of you guys know. If you don't, this is something to think about. Who do you actually wanna become? That's why we surround ourselves with mentors, people we look to. I wanna be like that person, this person. I love how this person does this. In my life, I have a lot of people I look up to for different things. Some people look up to for one thing, other people look up to for other things. I have people, spiritual leaders I look up to, that are like, I wanna be like that person. Right, I have business leaders, I wanna look like that person. I have different people I look up to in different areas of my life. Okay, all you guys with six-pack abs, I look up to all of you all. I want that too, like that's part of who I wanna become. Not there yet, but we're gonna get there eventually. So the first thing is who, who are you going to become? Okay, that's the first two. So good, so good, so good.

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If you think about this, if you study hero's journey, the first journey hero goes on is called the, the journey of achievement. Like you're trying to achieve something. But in every hero's journey, there's a second journey. OK? Michael Hauge talks about this, the hero's second journey, that the audience isn't aware of. Like when you're looking at a story, the audience is always aware of the journey of transformation, right? Frodo's got to take the ring to Mordor and throw it into the big lava pit, right? Or Rocky Balboa has got to beat Apollo Creed, OK? Or Apollo Creed in part 2, or Mr. T, or the Russian, whatever it is, right? Like the audience is always aware. Of the journey of achievement. But in every movie that we love, the best movies, the second journey is the one that actually matters. OK? It's called the journey of transformation. Who does the character actually become?

OK?

And if the character becomes somebody more, those are the movies we love. Not because the hero won or didn't win, right? Apollo Creed beat Rocky Balboa in the very first one. You guys know that? I don't want to ruin the movie for you. But if you haven't seen it yet, OK, he loses. He loses the journey of achievement. But who does Rocky become in the journey, right? So the second journey, the hero's second journey, is the journey of transformation. I actually could not care less if any of you guys make any money in this journey. I don't want to ruin it for you. Like, yeah, I want you to get a 2 Comma Club Award, journey of achievement. Like, I want you guys to achieve that because it feels good. But I actually don't really care. When all is said and done, the only thing I really want you guys to do is figure out who you're going to become. Who are you going to become? That's how you change the world, starting by yourself. You change yourself. What happens after you change yourself? Then it changes your family, it changes the people around you, right? Then more people can start coming to you. And then it opens up the second who, okay? So the first who again is who do you want to become? And the second who is who are you called to serve? Those are the two whos. Who are you called to serve? I think about this like in business, I talk about, you know, I talked about a couple times like call of contribution. You feel the call to contribution. The first time, I don't know about you guys, the first time I got in this world, I feel like God tricked me. He gives you like this desire for money, because it's like Russell's not getting off the couch unless there's something cool. So I'm like, oh, I want some money. So I get in there, right? I mean, guys, if we're completely honest, you got in this business industry because I want to make a bunch of money. How many of you guys, raise your hand, come on, you can admit it, we're in a safe space, okay? That's how he has to trick us sometimes, because we're all lazy humans. And he gets us off our butts and it's like, okay. And then we started out on this journey and very quickly, like I told, I talked about earlier, we figure out that who we're actually— like, as we start serving people, that's where, like, the fun comes. That's where it's exciting. That's where it becomes, like, at least for me, like, I'm kind of obsessive-compulsive about a lot of things, but I become obsessed with it, right? It's figuring out who it is that you are called to serve. And think about this. In any journey, if you follow the hero's journey to the end, at the end of it, the hero, after he, like, finishes his journey, the last step in the hero journey, it's— the step is called The hero returns with the elixir. He found the secret, and he comes back to the ordinary world and he gives it to people. Like, that's how every single hero journey ends if you start looking at it, right? So returns with the elixir. So what's interesting is that you guys are going on this journey for yourself, and you are changing the world, and you're trying to figure out these different things. By the time you get to the end, you found the elixir, you found the secret, okay? You found the way to change someone's life, and you come back to your dream customer, and that's where your business journey starts, right? Now you're going to change that person's life. You're taking them on a journey. To help them the same way that you figured out how to be helped. Okay? I always think about this like, I think about the last, in fact, I'm gonna do a presentation in the next day or two. I think it's on Saturday morning. Don't sleep in Saturday morning. At our third Funnel Hacking Live ever, I did a presentation called One Funnel Away. This is before we launched the One Funnel Away Challenge, and I told the decade leading up to ClickFunnels, all the things we had done, the ups and the downs, the crashes, the rebounds, how funnels had kind of moved us along. I'm gonna do a presentation on Saturday called One Funnel Away Part 2, going through from my ClickFunnels launching to here, like the ups and the downs of our journey, just kind of sharing that so you guys can see what's gone on. But I think about this a lot, like why in the world, like, do we go on these journeys and we just get beat up all the time, right? Like you go through this and you learn a lot along the way, which gives you skills to help other people, but at the same time, like, it's brutal sometimes. How many of you guys, your journey's hard? It's like, why are you giving me these things to carry? These are way too heavy for a person to carry, right? But you go through it, right? So you get the, you get the blessings from all the good stuff you're learning, but also you get like the lessons from all the pain, the suffering, the work, the things that aren't working, right? The trials, the tribulations over and over and over and over again to keep happening, keeping piled on, right? And the reason why you go through that, so you become stronger, so you can figure out how to overcome those things. Because when you're done and you're ready to start a business, the person you are serving is literally you 5 years ago. It's the person who has not gone through that stuff yet. The person who's about to go on this journey, and they gotta go through all the pain and the suffering, all that kind of stuff to go through, right? And they're looking for you to come and actually help them. OK? It's the thing that makes you worthy of the calling. If you hadn't gone through that, you're not worthy to actually serve the people, right? That's why it's so important to actually go through these things. OK? And it's hard when you're in the middle of it, right? When you're in the depths of like the pain and the pressure and the stress and the anxiety, it can be hard. OK, a lot of you guys— how many of you guys heard my podcast episode I launched a couple weeks ago talking about my last year? Okay? Thank you. Yeah, I talked about how last year was hard. Okay, it was brutal. Last 2 or 3 years on my side has been hard, right? Okay, and this year we're coming out on fire. Like, I don't know, like there's some insane momentum happening in ClickFunnels world right now. I don't know if you guys are feeling it, but I'm feeling it. It's the changing of the tides, it's the pressure, and it's like, it's because of the things we've gone through for the last 2 or 3 years that it made us worthy and ready for the calling that we have right now. And it's fun and it's exciting. It's like As a competitor, like, I'm ready. This is back, like, time to have some fun again. But those are the things we go through. So you think about this. We come back here, right? We're on our hero's journey. We're trying to figure out our why. We figure out why are two things. Number one is who do we want to become? And number two, who are the people that we're called to serve? OK? The overlaying of that, that is your why. That's the thing that wakes you up in the morning, right? You wake up in the morning, you're tired. You're like, do I want to go on this journey? Do I want to do this again? It's like, OK, well, who do I want to become? I see my future self in my vision. I'm like, I'm doing it for that guy. I need to become that person someday. What's it going to take to be like that person? OK? And number 2, you feel like all the contribution is like, man, I'm doing this because I've been called to serve that group of people over there. And I got to go through this so I can figure out how to serve those people. All right? So I can change their lives the way my life was changed. When you figure that out, those 2 things, that encompasses your why. Those are the only 2 things I found that will get me up in the morning the days I don't want to get out of bed. The things it's like when you're so tired and you're so worn out and you're like, how am I supposed to do this again? Right? It's thinking about who I'm trying to become and who I've been called to serve. When I think about those two things, like, the burden gets light. It gets fun. It gets exciting, right? So for me, that was helpful. Is that helpful? You guys understand what your why is? Is that good? Very cool. If not, I can go and— just kidding. Again, it's your why or two whos. All right, I'm gonna keep on going. Next thing we'll talk about. Okay, so this is the next thing to think about. Whenever we start on a journey and we hear the call to adventure, the next thing that always happens if you follow the hero's journey is what's called the refusal of the call, okay? And it's interesting because almost every entrepreneur I've ever talked to, when they're honest, they'll talk about this. In fact, most people who want to be entrepreneurs and don't, this refusal of the call is the thing that suffocates them and keeps them from going out, right? And actually doing it. So as soon as the hero hears the call to adventure, immediately comes the refusal of the call. "I can't do that. No, I'm not worthy. I talk way too fast. People make fun of me. I'm awkward on stage. What if I trip coming through the smoke?" By the way, that's a real thing. Someone's going to trip. I was so grateful it wasn't me first. I'm hoping— Hey, I'm not hoping for anybody, but we'll see. Yeah. That smoke is so much thicker than I thought it was going to be. And like, I was walking out the very first time during the rehearsals, and I'm walking, and all of a sudden I was like, this smoke's thick. I need to get a breath of air. So I walk and I get a breath of air, but it was all the smoke went into my lungs, and I start coughing, and I'm like, oh, and I stumbled out. I was like, okay, note to self, take the breath of air before you get to the smoke. Otherwise, you're going to pass out on stage. And this is gonna be a really memorable Funnel Hacking Live 10 for everybody. Funnel Hacking Live where Russell died on stage. What are we talking about? Okay, oh yeah, the refusal to call. So the hero, here's the call to adventure, you guys have all heard it, okay? So many people who are not in this room today heard the call to adventure. They saw the ads, they saw the things, they hear us talking about it, they saw the Facebook Lives, the podcasts, everything. It's still funny to me that a handful of you guys, probably 400 or 500, bought tickets like yesterday. And you're like, I didn't know Funnel Hacking Live was happening. I'm like, what? I have spent literally millions of dollars to put the announcement of this event happening everywhere for like the last 10 months. And some of you guys didn't know until yesterday this was actually— yeah, so. But people, they hear it, right? You guys weren't the only ones who heard it, but for some reason the refusal of the call kept them from coming. Okay? Now just because you're in the room doesn't mean you're free now. Okay, because refusal of the call does not just happen once. Okay, throughout this weekend you're gonna hear that call over and over and over again. You hear different speakers, you hear me, you hear Andy Elliott's come out here in a few minutes and like fire you guys up. Some of you guys are not gonna be ready for that yet. Some of you guys might even get offended by him. My guess is like when those things happen, instead of getting offended, I'd stop for a second like, why am I feeling this way? Maybe he's talking to me. I don't know, we'll find out. Maybe he'll just be offensive, I'm hoping not. Cross my fingers. Right? But every speaker's going to be out here, and every speaker I brought here for a very specific reason. Every person has different angles, different ways they do things. All right? We got people from every, like, as diverse of a presenter group as possible because someone is going to speak to your heart. I don't know who it's going to be.

OK?

It might not be me. It might be somebody else. But somebody's going to speak to your heart, and you're going to hear the call to adventure. You're going to hear it. And as soon as you hear it, the first thing that's going to come, and I'm warning you now so you'll be prepared for it, is the refusal of the call. You're going to hear it, and you're going to stop and be like, OK, well, Well, who should, like, I hope somebody does that. Right, if you guys were at Dan Kennedy Day yesterday, it was fascinating. He talked about being in the market. He says when you walk into any room, he said, in a market, he's like, people were in there, he's like, there's a third of the people that are like, they're cool with the status quo, like this is fine, right? There's another third that's kind of like, okay, but there's a third of the people in the room who are like, something's not right here. Something's like, and they're sitting there and they're waiting and they're waiting. And Dan said they're waiting for the radical to arrive. And when that person walks in the room and says, "Something's wrong right here. We gotta change things," those people will follow him. Now I asked them a question. I said, "Why don't those third of the people, why don't they step up? Why don't they step up to that call? Why don't they become the radical?" Okay? They heard the call. They know something's wrong. But they just wait. Like, who's gonna be the person? Hopefully it'll be them or them or somebody. It's not gonna be me, right? Okay? It's the refusal of the call. We don't want you guys refusing the call. When you hear it, you gotta think that and then realize that that's not from you. Okay? That calling is not something you made up in your head. Okay? I have a strong belief, maybe I'm wrong, but even if I am wrong, this belief serves me in a really deep way. Okay? I have a strong belief that those desires are planted in your heart from God. He puts those things into your heart. Right? They're not from you. You didn't create yourself. It's not your ideas. All of a sudden you start feeling like, I'm gonna go start studying marketing and funnels. Why 20 years ago? Like, of all the things, I barely graduated college, I struggled in school, I got a C in my marketing class, and all of a sudden God's like, hey, this funnel thing, you should get excited about pages and the sequence of things. I'm like, what? But I couldn't sleep at night. I'm like, this is amazing, this is the coolest thing in the world, right? Okay, I got obsessed with it. I don't understand where it came from, but it came. Okay, I showed up and I kept following it, kept following it, kept following it. I was telling Mike Vambrill on my team, He was a wrestler at Rutgers and he's been on my team for the last couple of months and we were talking backstage ahead of this. He's like, this is crazy. I was like, you know what's crazy? I was like, the very first time I wanted to do an event like this and Brent was there, maybe a couple of people were here, yeah. Do you remember the Holiday Inn? We threw an event. I ran, I bought radio ads. I'm like, we're going to do an event. We're going to change the world. This is Russell with a shaved head and a suit and tie because I thought business people wore suit and ties, right? I shaved and we do this event. We run radio ads. We direct mail pieces. We rented a Holiday Inn downtown Boise. We're like, we're going to change the world. And the very first thing, we had this little tiny room, and I'm waiting. 100 people RSVP'd they were going to come, so I'm like, this is going to be amazing. 100 seats set out. The event happens, and 2 people showed up. And one person sat in the front row, one person sat in the back row. And I was like, whew, alright guys, let's talk about funnels. And they're just like looking at me like, what? This is 20 years ago, right? It's funny, I had somebody a little while ago, they're like, well Russell, of course. 'Your business is big, you picked funnels, like everyone wants a funnel.' I was like, 'Okay, real quick, nobody wanted a funnel 20 years ago.' I was in a room with 2 people, and I tried to sell something, and neither of them bought, right? Okay, the reason why any of you guys care about this is because 20 years ago I did. I was obsessed about it, and I talked about it, and next day I talked about it again, and again. Thank you. Okay, and I kept doing it, kept doing it, kept doing it, until eventually people were like, 'That thing he's talking about sounds kind of cool.' And the more people came, and the more people The funnel came. A decade later, I meet Todd. Todd builds the greatest software in the world to make this concept actually simple. Okay? We do our first funnel, 600 people show up. Then 1,200, then 1,300, then 3,500, then 4,000, then 45,000, then 5,000. It gets— it's crazy. And for you, it's going to be the exact same way. You're going to start talking, and nobody's going to care about what you're talking about. They're like, funnels? What? I'm like, no, this thing's cool. They're like, no, it's not cool. Okay? God's testing you to see if you are willing to continue to show up over and over and over again. Do you care more about— the mission, the thing, then you do, like, the notoriety, the people. Like, right now, this is amazing. You guys are here talking about funnels with me for 4 days. You guys are nerds, and I love it. I'm grateful for it, okay? But I didn't do it for that. I did it for the love of the game, for this thing that I'm, like, obsessed with, right? That desire God planted in my heart. Like, I'm obsessed with that, and I wanted to talk about it, okay? And you guys just started showing up, which I'm grateful for. It's gotta be the same thing for you. You gotta do it because of that. If you were doing it because you want the money, you want the other things those things won't show up. Okay? When you're obsessed with your thing, with the calling that you hear, that's when everything changes, right? So you have to understand. So again, the calling's going to happen. After the calling happens, you are going to hear the refusal of the call. Okay? And this is going to be hard, and this will stop most people. If you've read The War of Art, one of my favorite books of all time, Steven Pressfield— I tried to get him to come speak here. I literally offered him everything on planet Earth. I was like, I will buy your house. I will move you here. Like, he's like, I don't speak at events. I'm like, You understand it's not an event, this is a rock concert, but there's people— it's kind of a weird thing. Anyway, if you haven't read War of Art, one of the greatest books of all time, and then book number 2 is called Turning Pro, which is like the sequel that no one's ever heard of that's also amazing. What he talks about in the War of Art is he calls it resistance. OK? Every time we want to do something, resistance is going to hit us. And it hits us over and over again. It's not a one-time thing. It happens over and over and over and over again. OK? Book and he talked about resistance. One of my favorite quotes in there, he said that the difference between— he said the thing that really good writers understand that wannabe writers don't, he said that the writing's not hard, it's the sitting down to write that's hard. I was like, ooh. I started thinking like, you can use that in any market. You can use it in anything, right? The hard part is not working out in the gym, it's going to the gym. And resistance is the thing that keeps you from going to the gym. The hard part's not building a funnel. ClickFunnels made it insanely simple. The hard thing is sitting down to actually do it, right? That's resistance. It hits us over and over and over again. So I read the book, and I was like, is this actually affecting me in my life? I was like, I got a lot of stuff done in my life. I'm a doer. I get stuff done. And so I thought, I'm going to do a time study to see what this actually looks like. So I got a pad of paper, go to bed at night. Next morning, alarm, 4:50 AM, alarm goes off. Beep, beep, beep.

Wake up.

Oh, I hit the snooze button, lay back down. All of a sudden I was like, whoa, it's 4:50 in the morning and resistance already hit me. Pad of paper, 4:50 AM, resistance. I don't want to get out of bed. Okay? And then 9 minutes later, snooze button gets done snoozing. Beep, beep, beep. Come again. Turn it off. Get out of bed. Okay. And then every single thing I start looking at, like, for everything, for like getting out of bed, getting my clothes on, going to go read some scriptures, go like every single piece, like resistance hit me and hit me. I'm like, this is insane. Over and over and over and over and over again. How many of you guys feel this all the time? Any of you guys have done the time test like that yet? If not, I want to recommend trying it. It's the weirdest thing. You'll realize like within 15, 20 minutes, you're like, wow, this is hitting me so often. And we have to get really, really good at ignoring that, right? The refusal to call. I'm not going to spend too much time. Throughout this week, I have a couple other speakers. We're going to be talking more about the antidote to resistance. But if you read his second book called Turning Pro, The secret, like what it is, is turning pro. It's stopping being an amateur and stepping into your calling. Okay? Most people are dabbling and they're dabbling. When you're dabbling, it's so easy for resistance to beat you. Okay? What Pressfield says is the way you beat that is you quit being an amateur and you step up and become a pro. What does a pro do different? Right? How do they show up different? Okay? If you're a professional funnel hacker, professional marketer, professional speaker, whatever it is, right? Not just an amateur who's dabbling, it shifts everything. You have to learn to become pro. Pro and step into it. OK? So refusal of the call. We have to learn how to turn this off. OK? Every hero, everyone throughout time, the refusal of the call stops them. OK? We have to decide, yes, I am doing this. Not thinking, maybe I'll do this, maybe I won't. We have to commit. I'm going to do this, and we are going to move forward towards this calling. OK? We have to decide. OK. Now, after we make that decision, and we decide to go on this journey, If you follow the hero's journey, the next step, the thing that always happens next is the guide shows up. Now notice, the guide doesn't show up initially. You have to do the steps first. This is how faith works, by the way. You guys know this? It's kind of weird. Okay? Faith is like you're in a cloudy night and you're like, I gotta get way over there, but I cannot see the path anywhere. You're like scared, fear starts overcoming you. I don't know, okay, what faith is. You're like, there's a bunch of fog, bunch of smoke. I see where I'm trying to get to, but I have no idea the path. Faith is taking that first step into the path. And when you do, the coolest thing happens. I can tell you, I just sit in the fog. Right? Imagine this whole stage is fog. As soon as I step forward, the fog moves a little bit. I'm like, oh, I see my step. There it is. That's faith. I don't know how to get there. I know I need to get there. I don't know how to get there. You take the next step. Whoo. Whoo. OK? So the guide does not show up until you are willing to take that call of adventure, go on the journey, try not to refuse the call, and start the journey. After you start the journey, the first thing that appears is the guide. Now think about every movie you've ever watched in all time. What happens? Frodo decides to go, boom, Gandalf shows up, right? Rocky decides he's going to do the thing, boom, Mickey steps up, right? Every movie, every hero, that's when the guide shows up, when you're willing to move forward on the path. OK, so the guide shows up. When this guide shows up, what the guide brings with them is a map. OK, the guide's going to bring you a map that's going to show you guys, here are the step-by-step process on how to do the thing. Here's the plan on how we actually achieve the thing, how we're going to to achieve the purpose. Now, one of the big mistakes people have is they think that as soon as the guide shows up, as soon as the guide shows up and gives me the plan, then it's all sunshine and roses. I can go on the path now, we're going to achieve the thing, it's going to be easy, right? But think about this. Any good movie, if the hero, like let's say, go back to Lord of the Rings, right? They give Frodo the ring, they got to go to Mordor, throw it into the big lava pit, it's going to be awesome, here's the map, and then they just like wander up there and like, ooh, throw it in. How good's that movie? That movie sucks, right? It's not good at all. Frodo didn't become anything. He just did the journey of transformation. If you want to become something, what's going to happen is conflict. Conflict is key. It's the thing that makes movies and stories exciting. It's also the thing, by the way, that makes your life exciting. So as soon as the guy shows up, he gives you the map. The guy disappears. You have this map. And now it's up to you, and you start walking. You've got a plan. What did Mike Tyson say about a plan? Everyone's got a plan until they get what? Punch in the mouth, right? Okay, if you're not fully aware yet what's gonna happen, over at Funnel Hacking Live, we're gonna give you guys the map, the plan, everything, and you're gonna leave here, you're gonna be on fire, and then you're gonna like Monday morning, you're gonna step, resistance starts hitting you, and all of a sudden everything's gonna start coming. You're gonna get hit, and you're gonna get hit, and you're gonna get hit, okay? And that's when it's hard. You keep showing up, okay? What's the quote from Rocky Part 5? It's about, ah, I wish I could remember right now. He's talking to his son. He's like, the secret of life is like, yeah, 9 times you knock down, 10 times you get back up, right? It's getting like, that's the game. That's what gets you to become the person you're trying to become. Okay? If you're able to just wander to the achievement and win it, you didn't become anything different. Okay? It's not going to be fulfilling. It's not going to be exciting. It means you just set a high enough goal. Okay? When you pick the goal, when you pick that call to adventure, and then you start going, that is the key. Okay, even though the guide gives you the plan, you got to be ready for that journey. Okay, it's gonna be ups, it's gonna be downs, you're gonna be tested over and over and over again. The testing is important because testing is to say like, are you actually— like, do you actually want this? How badly do you want this? Okay, the universe, God, he's like, I'm gonna see, does he actually want this? We're gonna find out.

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People ask me all the time, Russell, how have you been so successful in life? And I always thought about this. I'm like, I don't know. Like, what's the reason? And one day this popped in my head. I just had this visual picture, right? And I was thinking about this with an idea. How many of you guys have ever seen somebody launch something or an idea and you're like, Oh, I had that idea. I thought about Uber. That was my idea, right? Uber Eats, I had that idea too. Like, oh dang it, someone else got it. Like, I'm a big believer. I think God's out there. Maybe he's not, but this is my vision, what it looks like in my head. He's out there and he's got ideas. He's like, these are things I need to have happen. I'm gonna see, like, I'm gonna give Russell an idea. Let's see what he does with it. I'm gonna give you, I'm gonna give this to 2 or 3 different people. We're gonna see who's willing to actually execute on this, right? Now what's interesting is that he doesn't give you the biggest ideas up front, right? It was like, Russell, here's ClickFunnels. I would have been like, whoa, and just crushed underneath it, right? Instead, he's like, let me give him a little idea. Let's just see if he's gonna be a good steward of this. So he's like, hey, go make a potato gun DVD. Let's see what happens. I'm like, that sounds like a good idea. And I go out there and I just do the thing, launch it. He's like, wow, Russell's a good steward of ideas. He like, that was a dumb idea and he did it. Let me give him a little bit better. Here's another one, like Zipbrander. And I'm like, Zipbrander? And I go and I hire the guys to do all that stuff, like more, like sell stuff to make money. And I go I launch it, Zipbrander, and I make like $500. He's like, wow, Russell, like, he's a good steward of it. Let me give you a little better idea. Boom. Let me give you a little better idea. And eventually, 10 years later, he's like, ClickFunnels. Oh, right. I think what's happening for a lot of you guys is you are waiting and you are waiting and you're waiting for your ClickFunnels to show up, right? It's like, no, no, it's not gonna show up because you were not ready. You're not worthy. The journey is what makes you worthy of it. It's the journey that makes you ready for it. Even if I had this idea for ClickFunnels, I A decade prior, it would have crushed me because I wouldn't have been able to handle it, right? So that's the big secret. When you get the ideas, you get the inspiration, you hear the call of adventure, you just do it. You gotta stop stopping and just do it. Just go forward and just see what happens. Half the time it's not gonna work anyway, but guess what? The best thing about this is when you're launching and nobody's following you and nobody buys anything, nobody knows except for you, and it's the best thing in the world. You know what's embarrassing? What's embarrassing is wearing a singlet on a mat with a whole bunch of people and getting beat up in front of all your friends and your family members and all your schoolmates. That's embarrassing. What's not embarrassing? Launching a funnel and nobody sees it and nobody buys. It's like, alright, let's just do it again. Nobody even saw it, who cares? Okay? I promise you guys, you can do this. There's so much fear that if I launch it, then it's not gonna work, what do I do? Okay? Well, it shouldn't be that way because in the beginning nobody actually sees it. Okay? Anyway, it's kind of fun. Alright, where am I going? Sorry, I'm like on— Russell Tangentville. I'm having a great time. Hopefully you guys are as well. Are we still doing good? Okay. All right, where did I leave off on the guy who gave us a map? All right, okay. Oh yeah, I forgot this part. Okay, now we go on this journey, right? We get the map. I skipped one step, so I'm gonna step back. Hopefully this is okay. Um, there's true driving forces that will dictate so many things in your life. We talked about a little bit. There's faith. And there's fear. Okay? What's interesting is that most of us by default pick faith or fear. And we, like, that's our default reaction to things. Something happens and, like, are we someone who falls in faith or fear? Okay? If you've read Napoleon Hill, which I hope my people at this point, as much as I've been preaching from the book of Napoleon Hill for you guys, you have been, but in Outwitting the Devil, he calls people who follow fear have fear, where fear is their default, he calls them drifters. OK? That says drifters. Anyway, he calls them drifters. People who are drifting, right? And he said that— in the book he says 97% of the world are drifters. They're just drifting. They're not doing anything. They choose fear. Fear shuts them down. And so every time something great comes through them, right, they get the idea like, oh, that's great, but that's for somebody else. I'm the third of them. Hopefully someone will step up and fix that problem. Oh, I hope somebody like will take this on because that sounds really scary. To fear and they just drift and they drift and they drift. Drifting, very circular, right? Versus the other one, which is faith. Okay? The second one is faith. A couple years ago, Funnel Hacking Live, I titled this. I said that we had the drifters and the people who follow, move forward in faith, I call them the driven. Okay? These are two identities that are very different. People who are drifters and people who are driven. The driven are the ones who move forward in faith. I don't see— I see the result. Again, the smoke. I'm stepping in the smoke with faith. I'm just going. I'm figuring it out along the way. I'm trying to figure things out. Like, I don't have the answers. That's okay. I got a map. I got a guide. Just keep going through this and kind of figure things out. As you do that, keep doing that over and over again, that's where blessings show. That's where people start showing up, right? So learning how to become driven, or you're moving forward in faith even though you don't know all the answers, okay? It's not the key to know all the answers. The key is to know the direction, to trust the guide, and then to go, okay? That actually brings my next step, I believe, in here. The next thing I was going to talk about As I was thinking about this, thinking about faith, there's 3 types of faith you have to have to be successful. And faith is always a weird thing for me. I hear about faith at church a lot of times, but then other spots I don't hear about it much. And I was like, is faith always a religious thing? Is it not? I don't know how it all works. And as I was walking through this mapping, I realized that there's 3 places I need to apply faith for this to actually work. OK? The first thing I have to do, that's if I have faith. In the purpose, okay? Because if you don't believe there's a reason why you had this put into your heart, it's really easy just to back out. Does that make sense? Like, you have to have faith in that. So for me, that's like why it serves me so much to believe that these callings are coming from God. Like, these things put in my heart, like, because I believe, like, I don't know where this idea came from, but I believe it came from God, therefore I'm going to do it because I have faith that he or whatever sees something I don't see and it's telling me to do something, so I'm just gonna go. Right? So number 1 is to have faith and not purpose.

Okay?

And some of you guys are like, I don't believe in God, I don't believe— like, that's fine. I don't really care. The reality though is if you don't believe that this came from something outside yourself, it's so easy to back out when it gets hard. It's like, well, that was a dumb idea anyway, I'm out. Versus like, wow, this is really hard, but I feel called to do that. It doesn't make any sense to me, but I have faith in the calling, therefore I will pursue it even when it makes no sense. Even when it's hard. Even when it's like frustrating. OK? That's why I say like even if it's not true, it does not serve me to not believe that. To believe that, it gives me so much power, so much strength.

OK?

So number 1 is believing that the purpose comes from something outside of yourself. Number 2, you have to believe the guide. When you pick a guide, you have to believe that guide. One of my most frustrating conversations with coaching students who come into our world, and they will come in there, show up to Voice, and we'll be having a conversation, and they're like paying me insane amounts of money. To tell them to do something. I'm like, "You should do this." And they're like, "Yeah, but I was listening to a podcast with so-and-so, and they told me that blah, blah, blah, blah, blah, whatever, insert thing." I was like, "Do you know how much money you paid me? I'm sure that person's great too." And this is the reality. There are multiple paths to have success, okay? But if you take two maps and you're trying to get success, you're not gonna have it, okay? You gotta pick one map, put on blinders, and focus on just the one thing. Okay, 2 maps does not help you get to the finish line. I promise you, there can be like all sorts of weird spots, okay? I remember I was at, this is probably a year ago, I was at the airport, and this weird phenomenon has happened since ClickFunnels where I used to go to the airport and it was just like cool, and now I go to the airport, or to the gas station, almost anywhere, I almost always get spotted by somebody. And the kids are always like, "Oh, Dad got spotted again." Where it's like, "Russell!" It's always the weirdest thing, so it's weird now because you have to go I gotta like put on a shirt and like my hair, it's 'cause you never know. So anyway, I'm at this airport and I see this guy running at me from across the thing. I was like, oh no. Okay, you know, introverted awkward Russell's just like, this is gonna be one of those things. He runs over, he's a young kid, so excited. He's like, Russell, I follow you online, da da da. And we start talking and he's like, what advice would you have for like a, I think he was 20, 21-year-old kid who's out there trying to be successful. I was like, what do you wanna do? He's like, "Oh, I'm studying all your stuff. I love it. I also love real estate. I'm studying some other real estate stuff." I was like, "Okay, here's the number one piece of advice I can give to you. Pick one mentor, not two." He's like, "But I love your stuff." I'm like, "Then pick mine." He's like, "But I love real estate." I'm like, "What do you like better?" He's like, "I really love real estate." I was like, "Cool, this is what you need to do. Unsubscribe from all my lists and just focus on that. One map. Blinders. Just do that." Okay? I'm sure like I can help him. But just focus on one. That's the key. And so I don't care who you pick. If it's not me, it doesn't matter. Just pick a guide and then focus on the guide. Don't tell— can you imagine if Luke Skywalker is with Yoda and they're training to become a Jedi Knight and Skywalker's like, "Yeah, Yoda, that's cool, the levitation thing, but like, I saw this thing on YouTube. I want to try it real quick." And he's like, "Dude, I'm Yoda. I invented this whole thing. Like, let me teach you." Like, that's what it feels like sometimes, okay? So pick one mentor. Put on blinders, just focus. And by the way, for your students, you're teaching the exact same thing. Like, help them focus on just you, OK? Or someone else, if it's not you. If it's not you, it's totally cool. I don't really care, right? I want to help people get to their finish line. If it's not with me, find somebody, put on blinders, and go, OK? But don't try to take two maps. It does not work, OK? So number 1, faith in the purpose. Number 2, faith in the guide. Number 3, and this is going to be the hardest for a lot of you guys, is faith in you. How many of you struggle with that, if we're honest, struggle with your own faith? Like, can I actually do this? Okay, now this is good news. For a long time, I thought that you had to have faith in yourself. And then, there's this lady who wrote a book. I think her and Napoleon Hill are probably my two favorite authors. Her name is Elsie Lincoln Benedict. Any of you ever heard of Elsie Lincoln Benedict? The fact you guys know her is the coolest thing in the world. She's amazing. She wrote a book called "How to Get Anything You Want in Life." And in the book, she talks about faith a little bit. And she said the coolest thing about faith in yourself is you can get started without faith in yourself. Right? Eileen told me this. Eileen's like pointed this out to me in the book. And she says, all you have to do is go apply what the map is, and when it starts having success, you're like, wow, this actually is working. And then you can earn, like you start gaining faith in yourself as you start doing it. So if you're not like in the spot now, like I don't have faith in myself, I don't know if I can do this, that's okay. Okay? But you're gonna start earning that faith by going and doing it. Following the process and doing something like, wow, it actually worked. Potato gun. Oh, somebody bought a potato gun DVD. ZipRander, whoa. After 2 or 3 times, all of a sudden you're like, wow, I can actually do this. Okay? I don't talk about this a lot, but when I was growing up in school, I thought I was really dumb. In fact, it was an identity. I am dumb. I'm a dumb wrestler. I struggled in school. Graduated high school with a 2.3 cumulative GPA. Let's go. I don't know. I just thought I was dumb. I just assumed I was dumb. And it wasn't until I launched my business, I started having some success, started making some money, and I remember going to an event like this, about 500 people in the room, and there were 2 or 3 people like, "Russell, I saw your stuff online. It's awesome." I'm like, "You saw my stuff online?" I was like, "Oh." And then next time I went to an event, someone else told me something, and eventually I was like, "Oh my gosh, they like my ideas. This is insane. Like, I could actually do this." Okay? And I remember having this like aha. It's like, "I'm not actually dumb. I thought I was dumb this whole time. It turns out I'm not." It was the coolest thing in the world when I found that out. And now I actually think I'm smart, but it took me a little while to get to that. But before that, I was like, "OK, I'm not dumb. I'm not dumb. I'm actually smart." OK? So if you don't trust yourself yet or you're nervous, that's OK. The key is if you have faith in the purpose, you have faith in the guide you picked, then just start going on the path. And by doing that, you'll start getting faith in yourself. OK? You can move without the faith in yourself, and you'll get that along the journey.

OK?

The journey of transformation. Okay. What was the book? What was the book? We're going to be republishing it very— if you're a Secrets to Success member, it's in there. L.C. Lincoln Benedict. How to Get Anything You Want. How to Get Anything You Want in Life. It is insane. There's a whole story behind that that I want to go on a tangent so badly to tell you, but it has nothing to do with what we're talking about, so I probably shouldn't. Okay, I'm going to tell you now. We have to. Okay, so— I have the worst ADD. It's like a squirrel running. I'm just like, "Come back." Okay, so when we started buying, I started buying the old books. We'll talk more about this actually on Saturday. There's a story I'm going to tell you guys on Saturday about all the old books, but I've been collecting all the old books, you know, if you guys follow some of my side stories. And as I was going through, I was buying Napoleon Hill, and Napoleon Hill actually talks about this woman. He's like, "There's this lady. She's doing these seminars. She's getting like 30,000, 40,000 people in stadiums, and she's selling them out." He never says her name. But think about this. This is 1910, 1919, 1920. This lady's filling up these stadiums. So much so that Napoleon Hill was writing in his book like, this is insane. And you think about back then, there weren't a lot of like women authors, women speakers. It wasn't like a thing yet. It was during the women's suffrage movement and stuff. So she would go to these events and they'd fill up these stadiums. And she would come and she would speak for the suffrage movement. And then she transitioned to personal development and just blow their minds. And they started doing these seminars. And so she would do these little private seminars. Her company is called the School of Opportunity, and she'd make these little booklets, and they were little blue and red booklets, and there's like, I think there's 12 or 16 little booklets in this thing, right? And so I'm hearing stories about her, and eventually I find a set of books, and I buy them. They're almost impossible to find. I get them, and there's 6 of these little books, and they're the coolest thing in the world. And I was like reading them, like, these are amazing. And then she had another book set called Brainology, so I bought that, and it shows up, and it's twice as many books. Books, and I was like, these little books, I'm like, this is weird, does she have half as many? Anyway, so I was trying to figure out, am I missing some books? So I started going out there, and eventually I found that there were more books, and I found like 3 or 4 of the books, but I was missing, I think I was missing 3 or 4 books. I could not find the last 3 or 4 books, and I went, and I'm kind of crazy with stuff, I was like, every book collector, every, like we're calling everybody, we're trying to figure things out, we are scouring eBay, we're scouring every site, we're calling companies in the UK, everywhere we can We can't find it all. And then we launched Secrets of Success, and I tell people the story, like, we have the whole set of them, 3 books, no one can find them. And then what's crazy is inside the community, I told Justin Benton there. Justin, you in the room probably? Wow. Justin gets a shout out. He's out in the hallway networking. That's Justin. I understand. But I tell Justin, Justin knows our community, and then Olga, who's in here probably somewhere. Where's Olga at? Yeah, so Olga like does this like, I don't know what she did, but all of a sudden like 15 minutes later she's like, found them. I'm like, what? She's like, yeah, I found a person who has a person who has a person, and like, and then I'm like, how much do you want for these books? I'm really like, I'm literally, I'm like, I will spend $100,000 for these 3 books. Like that's how important they were, like this missing piece that we've been searching for. And they're like, how about $100 per book or something? I was like, yes please. Anyway, so we got them all and now we're republishing as actual, but it is, but anyway, it's, it's in the same book. So there's the rabbit The story. All right. Where are we at right now? What are we talking about?

Okay.

All right. So this is the doodle I want to share with you guys because this is the journey that I see.

Okay?

To go through it again, the first step we have to figure out is what is our purpose, right? Like what are you guys here for? What are you trying to become? Like what are you trying to do? Right? Figure out your purpose and we inside that say, okay, what is it I want? How am I going to get that? But then why do I want that? What's the actual why? What's the reason that's going to pull you? From the why, we got to figure out who are the two whos. Who do you actually want to become, right? And who's the person you've been called to serve? We figure that out, that's going to give us the why that's going to take us on this journey and help us to move forward consistently. From there, we're in the ordinary world. We hear the call to adventure. We start going on the journey of achievement. As we go on this journey of achievement, we're going to have the refusal of the call. When the refusal of the call hits, we got to pick between fear and faith, fear and faith. We're going to be a drifter or we're going to be driven. We're going back and forth between these two different things. Things, trying to figure out what it is, right? Those of us who move forward in faith, we will move forward. After that, we step into the darkness, we step into the fog, into the smoke, and all of a sudden, boom, the guide will appear. The guide will have a map for us. We have this map knowing here's the steps we gotta do to succeed on our journey of achievement. The map— the guide will disappear. We'll have the map. We'll start walking, and boom, we hit in the face, and boom, we hit in the face over and over and over again. We keep stepping up, we keep stepping up. The reason why is because, number one, we have faith in the purpose that we have. We have faith there's a reason why we have this placed in our heart. There's a reason why we're achieving this. So we keep moving forward despite the pain, despite setbacks, the frustration, besides, besides things. We keep moving forward. And also because we have faith that God knows the path that we're going, that we're gonna get us there. And number 3 is because we're gonna get faith in ourselves. And as we go on this journey towards achievement, we're gonna work our best to try to achieve it. But the reality is the only thing that actually matters is who we become along the way. As we become somebody different along the way and we change ourselves, we change our lives, we change our families, That's the key. And after you do that, you get more and more belief in yourself and what you are doing. Then it gives you the ability to start actually contributing, right? Shifting back to the people you've been called to serve, changing their lives with the trials, the problems, the ups, the downs, everything you went through so you can change their life. Again, the person you've been called to serve is you 5 years ago, and they are waiting for you to step into that calling. You've been given gifts, you've been given talents, you've been given obstacles, trials, all the things so you can help somebody else. To get out of the pain that you once were in. And if you're willing to step in that calling, cool things can happen. Number 1, you're gonna make some money. You're like, "Oh, that was really cool." But number 2, you have a chance to feel what it feels like when you change somebody's life. When you have a chance to watch your son who had not won a match yet get his hand raised and you feel that inside, you'll get addicted to it. You'll get addicted to the serving and the sharing. You want to do it over and over and over again. You guys will keep showing up. You'll keep doing this. You realize this is not just a business you are creating. Okay, this is a lifestyle where you're changing people's lives. And when you see the effect that you're, like the ripple effect that you'll create in their life, it'll change everything for you. One day, this is man, probably 4 or 5 years ago, Dave Woodward, my best friend and partner, we were sitting down talking about this stuff and we talked about the ripple effect. Like what is like the actual ripple effect of ClickFunnels? What does that look like? And we were trying to figure out, and we're okay, let's just say, let's just say we just look at like us, right? Like just ClickFunnels, there's us, and I think at the time we had like 300 employees. There's us and 300 employees. We changed all their lives. They all have jobs, they're doing this cool thing. But then it's like, but all those 300 employees, they all have families. They have spouse, they have kids. So let's say we times that by 3. So now we're like 900 people, right? And that's just our own internal, like, who we like as a company did. But like, okay, but then think about this. How many customers do we have? We're doing the math. Like, at the time we had like, I don't know, 70,000 customers, right? We have 70,000 customers using our platform. So we've, we've changed 70,000. Like, that's the next level of ripple effect, 70,000 people. But then we're like, wait, But all those 70,000 people, each of them have, have like spouses and kids and stuff. Like, it's changing their lives. And there's something about their employees. Like, they used to have employees— I think average ClickFunnels person is like 3, 3.5 employees or something like that. So like, if you take that 70,000 times 3, 3.5, 4, like now we're like 100, whatever, 120,000. And they're like, then each of those entrepreneurs are all serving someone. We started looking at different people. We looked at Kaylin Polen, right? Like, she's one of those entrepreneurs, and she had like 1.4 million women on, on her email list. That's like over 100,000 customers. I mean, that one person helped a million people. And we have 70,000 of those. And like, we started looking at it, and all of a sudden we're like, it got to the point where we're like, this is insane. This is literally hundreds of millions of people are being affected by what we're doing. Okay, I had a meeting yesterday, or two days ago, with my team before we got started with this whole thing. I said, look, people are coming in from all around the world. And there are people coming who are scared, who are nervous, and this is the beginning of the ripple effect for them. They're going to come and they're going to leave empowered with ideas, information, everything, and they're going to go back and they're going to start changing the world. The ripple effect of what's gonna happen over these next 4 days, if we execute correctly, will literally change the world. Like, that's insane, isn't it? Okay? And I want you guys thinking that way, because this will change everything. As soon as you stop focusing on how to make money, how to make money, you shift to that, like, what's the ripple effect that my movement's gonna have? That's when this gets exciting. Look, when you launch your company, again, it starts with you, your team, and their families, and then your customers, and their customers' customers, and it keeps going and Keeps going, keeps going. Like, it becomes insane what you're able to do. And someday when this whole thing is done, we have a chance to all hang out. Maybe we're dead, maybe we're wherever. I don't know what it's gonna look like. But if we're all hanging out someday, think about all the people who come up to you like, man, like, you changed my life. Maybe not directly, maybe it was indirectly, somebody else, somebody else. Like, how cool is that gonna be? How cool for you and you and I to be someday? You had— Thank you. Thank you. Just think about that. Like, that's what I want to feel. I wanna fuel you guys on this journey, 'cause if you have that, it makes this whole game so much fun. And I'm grateful for all you guys for allowing me to be here and be able to serve you guys in this capacity. It's the greatest gift I've ever had in my entire life. So. Now obviously if you wanna sell stuff online, you're gonna need a good funnel. But if you want a great funnel, then you're gonna need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their 9-to-5 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/podcast right now. That's clickfunnels.com/podcast. ClickFunnels, because you're one funnel away from changing the world.