The Hustle Sucks & What I Learned Through An Intense Immersion Process

Hey everyone, this is Russell Brunson and welcome to Marketing in Your Car. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now here's your host, Russell Brunson. Hey everyone, hope you are doing good. I am on the way to day 3 of the Expert Secrets event and it's kind of bittersweet, I'm not going to lie. So first off, I told you some of the crazy journey that happened last week to get back in time for the event. And it sucks, it was supposed to be on Monday, and if we got home Monday, we would have had half day Monday, all day Tuesday, and all day Wednesday to kind of play with the kids and get caught back up. But because we missed flights and all that kind of stuff, we didn't get home till super late Tuesday night. So basically we had Wednesday, but then Wednesday I hadn't had time yet to prepare for the event, so Wednesday was basically me locked in a room, busting out 3 days worth of PowerPoint slides and sketches and just getting everything prepped for the event. So I didn't have much kid time at all, and then boom, next day we had the 2 events that started, and then the And it's just been, so I feel bad. I haven't like, I don't know, I haven't been a good dad for the last 2 weeks. And I had some time, I had a couple hours last night, which was really, really good actually. But then this morning, it was Saturday morning, and my poor kids are just like, you have to go to work again, Dad? I'm like, I'm so sorry. So first off, I wanna mention is that the hustle that everyone makes sound so amazing and awesome, it sucks. And it's not amazing, it's not awesome. And I don't know about you, but I did not get in this business to hustle all the time. There are times when hustle is important, especially when trying to complete projects, but it seems like the big entrepreneurial message right now, and it's definitely stemmed from someone I respect, right? Gary Vaynerchuk, someone I really respect. I love his stuff. I've learned a ton from him, but he's preaching and prophesying hustle, right? And so because of that, entrepreneurs are, it's like, it's becoming a badge of honor. In fact, I saw a funny, one of those meme things that said, 40-hour work week? Yeah, I remember my first part-time job too, or something like that. Anyway, it's hilarious. But like, the reality is like, we all got in this business because we were looking for some sort of freedom, right? That's it. And then the problem is we get addicted to the process because it is really fun. I'm not gonna lie, like, I get so many of my needs met through it. But we get addicted to the hustle, and then that becomes like the badge of honor is the hustle. And like, and you lose the— like, you completely lose the freedom that you were going after when you got started. We were in Kenya last week hanging out with Stu McLaren and Stu made a video called Hustle and it was like, he said initially he was gonna kinda like dig at GaryVee but he didn't. Instead, excuse me, he just kinda talked about hustle and like how working your face off is not always the best route and it was awesome and it kinda went viral for him a little bit and he got a bunch of, and it was cool. So we talked a lot about that, about like there's a time to hustle but it's between like set hours of like 10 till 4 or whatever, like this is my time that hustle time, but then when the hustle's done, you gotta turn it off and get back to quality time mode, because that is honestly way more important, and it's the reason why we did this business. So there's number one. So I'm driving to the event excited to hang out and hustle with these guys and share some cool things, but number two, honestly kind of bummed out, 'cause I wish that I could stay home today and just have a big pool party with the kids. So there you go, that's where I'm, that's the entrepreneurial conundrum. So yeah. Right now I'm heading to the seminar room. My gas light is on. It's been on for 2 days. I have approximately 12 miles left before I run out of gas. I'm not sure how many more miles it is to the event. I also have 10 minutes before the event starts, which means I do not have time to get gas, but I might run out of gas before I get there. There is the second entrepreneurial conundrum that we have today. What do you do? What would you do? Remember those math problems? With the story problems in school, like the train is moving 50 miles an hour, you got 13 minutes till whatever, like do you have time to blah blah blah blah blah, and you had to figure out the math equation. Anyway, I wish I was smart enough to figure out the math equation right now, 'cause it may be physically impossible for me right now to get to the event in time, on time. Or it may be that my time gamble, like I might be, like I might have less than 12 miles to get to the event, therefore I will make it to the event and I'll be there in less than 10 minutes and I could be on time, or, It could be 15 miles to the event, I run out of gas and I'm not gonna be on time or I fill with gas and I'm not on time. Which choice do you take? I already know what choice I'm taking, I'm just going for it. Worst case I break over to the side of the road and I call an Uber, right? So you guys will be part of that, we'll see what happens. Alright, so with that said, I wanna talk about something else. Let's shift to something exciting. So one of many amazing things that have happened this week is this event's been awesome. So it's called Expert Secrets and it's me going over the outline of the new book. If you watch my Snapchats, about a month and a half ago, we were almost done with the book. So sad. I highlighted 200 pages of the book live on Snapchat and I deleted them all and started over. And people said, why in the world did you do that? And I said, well, it's 'cause I had a really good book. And they said, well, most people have really good books, they're excited about that. I said, you know, like, my goal wasn't to write a really good book. My goal was to write an amazing book. And so we started all over and I spent the next 6 weeks going back through a lot of stuff, deep diving, dissecting, you know, every webinar that we've done that's been successful and trying to see the internal patterns, trying to figure out things. And while we were in Kenya, the trip, I probably, man, I probably immersed myself and smashed through, I don't know, probably if I was to count the hours, 70 or 80 hours worth of courses and content specific to this concept that I was going, that I'm teaching in this book. And I don't know about you, but like, there's something powerful and amazing about immersion, right? This is one of the reasons I'm actually grateful for the huge layover, even though it kinda sucked, but it forced me to go through this immersion period. But like, whenever you immerse yourself in something, the coolest thing is that when you do that, like, these weird connections start being made that aren't made by reading a chapter in a book a day, or, you know, like dabbling into something. Like when you immerse yourself and you go crazy into it, all these connections start lighting up that you wouldn't normally see, right? And then hooking an event on the end of it amplified that process, 'cause I was going through this thing and like I had a 10-hour flight from Amsterdam back to Minneapolis, and my wife passed out right before that flight started. I think it was a 9 or 10-hour flight. Anyway, I took some ketones with caffeine in it, so I was like boom, awake. So like for the whole 10 hours, I was like lit up on fire, and during that time I had my PowerPoints out, I had my sketchbook out, I had 2 books I was reading, and then 3 different courses I went through, slammed through in 8 to 10 hours all this stuff and all these connections that I had missed before. Oh, and also going through about 12 or 13 different PowerPoint slides I had presented in different webinar formats. I'm pounding through all this information like as fast a speed I could and all of a sudden I started seeing these patterns and connections and all these lines connected that I hadn't seen before. I was like, oh my gosh, like for just one example, in The Perfect Webinar there's 3 secrets, right? I've always talked about that and the 3 secrets are tied to 3 belief patterns. But what I realized on that flight, all of a sudden I saw this weird connection of those those 3 secrets weren't random. I always thought they were random, randomly picked 3 secrets, but they weren't. Every webinar we had that was successful, there was the exact same pattern. Secret number 1 was very specific on one thing. Secret number 2 always had to do with something else. And secret number 3 always had to do with another thing. And I partially figured that out. Stu McLaren and I were in this little car in Kenya driving around, 5 or 6 hour drive that we were stuck on talking about stuff and like that popped up in conversation. I was like, Stu, I just realized something weird like this. And he was like, that's very similar to how I do this. And it was like, boom, this connection that was just like holy crap, now I can reverse engineer what I do better 'cause I never even realized the 3 secrets are all tied to 3 very, very, very specific types of beliefs. And so now that I know that, holy cow, it's so much easier to do that. And so that was amazing. And then that came out of this immersion thing and so many other things things. So it's like all these connections happen. And then the event, I'm up on stage teaching these things. And like, for example, there's one part in the book that we talk about the big domino and the one thing and how to, how to, how to figure that out. And, and I explained that. I thought it was kind of common sense to myself. But then like we did an exercise where the group had to try to do it and like, I can't believe how far everyone got stuck. And then like the more I thought through, the more stuck I got. And we kept going through it and it ended up that, that, you know, 10-minute session was supposed to be 10 minutes long and I'm going for like 2 and a half hours. And by the time everything was done, we came out with this one sentence. It was like, if you can frame what you do in this one sentence, it becomes the one domino that if you can convince someone of that one thing, every other concern becomes obsolete or just disappears. And gah, it was like, when it was done, I was like, I have to take a break because my brain is fried. And I just got this nugget that when we come back now to the book, gah, It is amazing. Anyway, so I'm not sure why I'm telling all this stuff. Maybe one, to get you excited and help you realize that you should always be at my events, 'cause if you're missing out on any of them, you're insane. Maybe that's number one. Number two is to get you excited about the book, because I'm so excited for the book now. These insights, like this went from being what would have been a really good book to something that can and should and will be I think the best book ever written on planet Earth. I mean, why even write a book if you don't think it's going to be that, right? But now I honestly am excited to finish it. And then number 3 is just to talk about the power of immersion. There's something to that, to mass learning a whole bunch of stuff in a finite period of time where you start getting these weird connections that you cannot and you will not get just by dabbling. So that's it, you guys. That is what I got. So I am at the event center. Good news, did not run out of gas. I'm not sure if I'll be able to get from here to a gas station, but that is an issue for another day or maybe later on today. But I'm gonna go in there and we're going deep now and taking all these things and plugging them. Everything we worked on the last 2 days, the storytelling, The epiphany bridge stories, the one thing, the how to build a cult. In fact, figured out, this is kind of the crazy insight we had, looked at how all mass movements have been built. So I was going through the book The True Believer by Eric Hoffer, which is the book on like how to start mass movements. And I'm reading that book, at the same time I'm listening to Dan Kennedy's Influential Writing Workshop and Perry Belcher's Secret Selling. Sales system. And between those, those 3 things, there was this weird thing where all 3 crossed over and I had this like, okay, like I can't explain how cool it was. All 3 things crossed over in the middle. There was this one nugget that was just like, holy cow, all mass movements have this one thing that is tied to something that both Perry and Dan specifically pointed out, which is also the only way to create offers that convert. And it was just like angels from heaven started singing when I saw that. That crazy connection. And so based on that, we built this like super cool sketched out diagram showing like the 3 things that have to go into a mass movement. And the 3rd one is like, that one is essential for you to figure out your one thing. And if you don't have, anyway, it's amazing. It's like a puzzle, everything's coming together. So anyway, I love it. Appreciate you guys all for listening and hanging out. I'm almost walk across the crosswalk now, so I gotta bounce. I will see you guys all soon. Bye everybody.

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