Secret #44: Begin With The End In Mind

Hey, what's up, everybody? This is Russell Brunson and welcome to Marketing Secrets.

So the big question is, how are entrepreneurs like us who didn't cheat and take on venture capital, were spending money from our own pockets? How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast.

Will give you the answers.

My name is Russell Brunson, and welcome to Marketing Secrets.

Hey, everyone. So I hope you guys are all having an amazing day. I'm home after two days of inner Circle mastermind meetings, which have been insanely cool. All the groups are so amazing, but this one was, like, emotional. I think everybody in the group cried at least once or twice or something. It was crazy. Amazing. So amazing. Such an honor to be part of it and be able to hang out with entrepreneurs like that that are like, literally changing the world in so many different markets and industries. And I wish I could just tell you guys all the stories from everyone, but it was amazing. And then we got the last group, group four coming the next two days. So it's been fun and stressful and exciting all wrapped into one amazing thing. Also, it's been fun. I mentioned a while ago how I hired a new coach and it's been really, really good. He's one of the main guys over at the One Thing. His name's Jeff. And it's, it's, it's interesting because I've read the I read the One Thing book a while ago and I remember, I think when I read, I didn't like it. I think it was the time that had like, we just launched like 12 companies in a year and I was like, bitter against, but everyone kept like recommending it to me. It was like that book in essentialism came out similar times and was like, you gotta read them. So I read them both times. It was like they want me to focus on one Thing. I hate that I did. And so I kind of like the books. And fast forward till last week, I just kind of got back into it. So in the last week I literally listened much podcasts from the One Thing. I started rereading the book. I got the main dude coaching me Monday mornings. And it's really, really cool. It was interesting is as he started coaching me, I've had this like, I don't know, like a big epiphany. Big aha. Big, like, realization. And then as I've been coaching their circle last two days, I'm watching the people that are like leveling up really, really quickly. And there's like a consistent theme behind all the people that are, that are growing fast versus those who, I mean everyone's growing, but like the ones who are like really quick. And it's interesting because the thing so funny, the thing that I got in my coaching session was came back to Stephen R. Covey, like seven Habits of highly Effective People, which I read back in high school. And it was start with the end in mind. It's been interesting as I've been going through my coaching stuff, man, the first feels like something like a month because I moved pretty quick on stuff. But the first exercise he had me do was figure out like, what is your someday goal? Like where do you want to be someday? So it's not like five years from now or 10 years, like in the future, like what is what? Where do you really want to go? It's been interesting as I've kind of done this exercise. It's more, come on, guess through it is. But it's more three or four times to like radically different things. And, and I realized like one of the big ahas I realized going through this exercise is that literally like my bit, my someday goal, I achieved it like 18 months ago. And so the last 18 months I've been just wandering without really a focus or like a goal other than just more right. Which is interesting. And so he's had me keep focusing like, hey, what's your someday goal? Like begin at the end of mind, like what are we trying to get to? And so I kind of figured out initially, okay, here's my someday goal, right? And someday goal can be about you, your business, you personally, your relationships, your spirituality, like whatever, I mean, whatever you're trying to figure out for yourself. Then came back, okay, what do you have to have accomplished within five years to be able to be on track for your someday goal? So I was like, okay, well to go that I need to have this in place. These things need to be in place in five years. And they came back, hey, what do you need within a year to go hit your 5 year goal? And what do you need by the end of this year to hit your one year goal? And what do you need by the end of this week to hit your year end goal and the month goal? And so as you do this, it's interesting cause you start getting more and more clear on all the steps. And it was funny cause it was like as I did that, as I identified my as I had the end in mind, I started going back forward. I got to the things I needed to do. I looked at my to do list and none of the things on my to do list actually got me any closer to my someday goal. And also I realized like I'm doing all these to do's that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I'm really wanting. And it's like, well, what's the one thing I need to do today that's going to hit my goal for the end this week, which will hit my goal for the month, you know, all the way to the, to the thing. And as I started asking those questions, it like blew my mind. How? How like what the one thing is I needed to focus on. It was not by any stretch what I thought it was going to be. What I, what I assumed was the most important thing. And as I did exercise and he wanted me come back and like refine it and change things. So I kept getting, yeah, I mean my, my someday goal changed three or four times. And I started realizing as I was looking at that like it took me a while to figure out. In fact, I don't still know if I have it completely figured out, but I want, the message that I want to share with you guys is just that is like beginning with the end in mind again. The inner circle members are having the most success is they have a very clear like what's the end in my, what is it they're trying to accomplish? And then from there it's easy to reverse engineer the funnels and make that happen. People are struggling. It's like they're building funnels to be able to sell a product or service not with the end in mind. Does that make sense? It gets a little intricacy, but it's interesting. So like I've had this really cool experience over the last two days to kind of reflect. I'm listening to all my entrepreneurs talk and teach and share what they're doing and really start thinking more and more like, well, what's my, like what is the end? Like if I need to know really clearly what like for my business, like I need to begin at the end in mind, right? Like is my goal to get people in click funnels is my goal to get people in our two common coaching is my goal to get people in your circle is my like what, like what is the actual end goal? As soon as you identify that's the end goal, then it becomes really easy to say, okay, well, if that's it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. Like for example, Dean Holland. He's been in inner circle for three years now and he basically, over the last few months probably shut his entire company down and rebuilt it from the ground up. But this time, the very clear, definite, like, end in mind, like, this is where I'm trying to go. And then because of that, built out the funnels very simply in order. He launched in the first 20 days at 100 and or built up 106,000 recurring income just because he began at the end of mine. And so I think most of us, including me, I'm guilty of this as well. Like, I mean that's my big thing for the last two days is like, well, okay, what's the end goal from a business standpoint, from a life standpoint, but also like, where am I taking the customer journey? The value ladder. I talk a lot about in dotcom secret about this value ladder you're taking somebody through. But I would say even my value ladder isn't completely clearly defined. Like it kind of, it's morphed and changed so much and it's like, I'm really coming back now figuring that out. Dana Derricks, who, when he did his presentation, he was talking about his big Ohio. He said that us as creators want to keep creating and creating and creating. He says because that he's like, if I look at my value ladder, like it kind of goes up a little bit. It splints off like in three different places and some of those go up and some don't and like it gets really mushy really quick. He said he realized, like, he had to clearly define like the value ladder. I can go from here to here to here. So now he's got like, he's beginning with the end in mind. And then what he said was interesting that it's funny because it's something I've been like, recurring thought I've had in my mind as well was, okay, I can't keep creating new stuff that just like spurts off my value ladder and shifts people all over the place. Like, if I need to get my creative juices out there and create something, the things I create need to be on the front end of the value addict. They should only be free plus shipping or they should only be low ticket things to get somebody in. But the back value, I should never shift. It should never change. Like that should be just a thing that's there. And man, like I just resonate with that. I was just like, okay, I obviously have my value ladder, I've got things in place but I need to really specify like this is the path, the process, the order and then just focus on getting the front and stuff. So it's exciting. I'm working on, I'm working on something so cool. I wish, I wish I could show you guys. You will see it soon. Probably about 30 days away from rolling it out. It's not like a big product launch or anything. It's a subtle, what I'm calling an ascension funnel that is almost like a video game to send people through our value ladder and to be able to accomplish or to get people to again, the end in mind, like get him to that spot. So I'm crafting, we've got the design of it done, we're getting the pieces and I'm figuring out again the path. So you'll see it, you'll probably start getting emails and you'll, you may not be aware of it. So please watch, watch what I'm doing. If you see an email, you click on it and there's a cartoon thing, then you know that it's being executed. I'm going to be sharing that funnel hack live though. Funnel hacks live probably as long as it works good, which I'm pretty sure it will. Nobody talks about ascension funnels because nobody's really executed one that I've seen successfully for almost five and a half, six years. And the one I saw was just because I had intimate behind the scenes access to the person's business who was doing it. So anyway, I'm going to be mastering and perfecting it and then we'll be showing the funnel hacking live. So, so if you haven't got your tickets yet, go to funnelhackinglive.com the event sales page will be going live next week, but by the time you guys hear this, it'll probably be live or close to live. So we already pre sold 1,200 tickets, so we don't have a ton left. So if you want to come to the event, and I know you do, then I would go to funnelhackinglive.com ASAP and get ready to get your tickets. So that's the game plan. So anyway, the last thing I just wanted to say is again, so many of us, we start our business with like here's a product and we start building funnels based on product. There's nothing wrong with that. That's how most of us do is how I've done it a lot of times because that I think we get lost in the weeds of where we're trying to go and then oftentimes we never get there because we don't know where we're going. And again, as I'm working with my coach on this, which has been really fun, it's just cool because it's like I'm clearly defining, you know, my someday goal. Clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen. I think the same thing is true with funnels is just begin with the end in mind. Like where do you like what's the top of the value ladder? Where do you really want to take people and figure that out? And then you can reverse engine. Okay. To do that, here are the funnels I need and then you've got a path in a process. So anyway, it's exciting. I love it. I love this game. I love my entrepreneurs, I love the inner circle. I love all of you guys. I love click funnels. Like God, having the time of my life. And hopefully also I'm doing, it's helping do my best. It's funny, I was, I was reading somebody that I care about wrote a really cool post about, about what we do and I was reading it and then in the comments there were three or four people. Like I just, I just don't like Russell. I just can't connect to him. I don't like his energy and like whatever and it's just like, like kills me. Cuz anyway, it's, it's just tough because like I'm always trying to give and to serve and do whatever I can and I hate when I don't connect with everybody, but that's okay as well. And hopefully that my message gets to you and that you're able to take whatever it is you share out to people and people connect with you people I would never connect with it. Hopefully you can connect with them and you can change them naturally. My goals, hopefully I connect with you and if I do, that's the key. Then take your energy, get out there, share your message with other people and change the world the way you can. Because unfortunately not everyone's always going to like me. And same for you, not everyone's going to like you, but the people who do, they'll hear your voice and they'll come to you and you'll be able to help them and serve them and it'll make the quality of their life so much better which in return will make the quality of your life so much better. So that's all I got tonight, you guys. Appreciate you all. I'm going to go to bed, get ready for inner circle tomorrow, and that's about it. So see you guys soon. Bye.

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