The Who... Not The How

What's up, everybody? This is Russell Brunson, and welcome to the Marketing Secrets podcast. Today I am coming to you from my hotel bed in Arizona, and I want to share with you something amazing I learned yesterday. 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 in this podcast will give you the answer. My name is Russell Brunson, and welcome to Marketing Secrets. All right, everybody. So I'm actually in. In Scottsdale, Arizona, at the Dean Graciosi's office for a group that I'm part of called the 100k group, meaning everybody in the group spent $100,000 to be in this room, which is kind of ridiculous, but I get you in a room of really amazing people, and, you know, the. The filter of, are you amazing enough to be in this room is can you write a check for $100,000? And so that's the one cool thing, is, you know, everyone in here is doing big things because they can pass that. The filter of the ability to do that, which is kind of cool. So, anyway, I just got this morning and I had a pack and shower and everything and because heading home tonight. But I had one really cool thing I learned yesterday that I just want to share with you guys before I start that process. So a lot of you guys know who Dan Sullivan is, if not Dan Sullivan is the owner of Strategic Coach. I think it's strategiccoach.com I've never actually gone through. They call it Coach. I've actually gone through Coach, Strategic Coach. But I bought all Van's books and got through his trainings, and there's a lot of amazing stuff. Anyway, so he. Yesterday at the event, I did a training for about an hour on Hook Story offer, which I've shared with you guys some stuff about that I also talked about, like, how to reduce churn, which got me re pumped up about trying to reduce churn. So it was kind of fun. Anyway, and after I spoke, then Dan Solomon got up to speak, and he's like, I just need 10 minutes. By 10 minutes, he's like, I blow everyone's minds, and I'll change every entrepreneur in this group. And so I was like, all right, this is gonna be fun to see what. What Dan Sullivan has to share. And so he gets up there on stage and he says, okay. He says, us entrepreneurs. He's like, we. And he's only works on entrepreneurs similar to me, right? Like, so us entrepreneurs have a lot of character traits. I'll say traits, not flaws, because they're all, like, also our superpowers. But so what happens is an entrepreneur will have a vision for something that's bigger or better, right? So he drew a big picture of star. Like, this is the vision of this bigger, better thing that you want, right? Which is why we do what we do, right? Like, oh, I can make this thing better. I could. Whatever. There's always a thing, right, that we're moving towards. So there's this bigger, better thing. It says then on the other side is you. And you're like, you're moving towards this bigger, better thing, and you want to go and you want to get it, you want to achieve it, you want to create it on whatever, right? It says, what happens, though, is that the first thing us entrepreneurs do is we look at my notes here. The first thing we do is we say, how can I do that? How can I get that big result? What's the process I need to go through? What's the how? And so what happens? As soon as we start thinking through the how, then we start thinking through everything, and then what happens for most of us, including, I'm guessing all of us, is we don't know the how, right? Like, no one ever. There's not a book that teaches you how to accomplish that crazy thing. And so we. We start trying to figure out the how, the how, the how and when. We're trying to figure out the how. If we don't know the how already, then we get stuck. And then we slip into this mode called procrastination. Cause we're, like, trying to figure it out. Trying to figure it out. And we just, like, we're moving towards this bigger, brighter star, right? But then we can't figure out the how. And so we, like, we. We detour away from it into procrastination. Cause we're. We don't know the how, right? And so that's where most entrepreneurs stop, like, is we get lost in this. In this. How do I do it? How do I do it? How do I do it? It turns into procrastination. We're done. So think about, for you guys, how many projects have you started on that? You're excited, you see the vision, like, you love it, but then, like, you procrastinate for some reason. His argument is, like, the reason why we're procrastinating is because we can't. We don't know the how and try to figure out the how. And it's like. And so we get stuck. If we knew how to do it, then we would just go do it. Right. But we don't know how. That's what causes the procrastination because we're trying to figure it out. It's just. There's. There's tension. There's stuff keeping us from moving forward. Right. So that was the first thing he said. Yeah. So he said the question we need to start asking ourselves instead of how. So here's us moving towards a bigger, better vision, this thing we want to create instead of saying, how do I do that? Which if we don't know how and can't figure it out, then causes procrastination instead. We need to say, who. Who can do that thing? Who already knows the how. Okay. And it was interesting because I had spoken, a couple of people spoken, and Dan got up and he's like, you know, I'm. He said 74. He's like, I'm 74 years old right now. He's like, russell talked about some amazing stuff, and he's like, I. I was listening because I was excited, but I didn't try to understand any of it because I don't want to know the how. Russell does. But now I know the who. So if I ever want to do that thing that Russell just talked about, I. I know the who. And I'm going to go call him and I'm going to pay him, because he is the who, who already knows the how. And so he's not going to cause this procrastination. He says, us entrepreneurs have to stop trying to figure out the how, how, how, which is like, where our brains are wired to do, and starts thinking, who, who, who. So you have this big, better vision. You never should be thinking, how do I do that? Should be thinking, who already knows how to do this? Figure out who already knows how to do it, and then they'll just go do the thing, and procrastination disappears instantly. And if they already know how to do the thing, then they're just going to do. It's going to be way faster, way easier. And so we start talking about this. If you have a vision for a company or an idea or whatever, the first thing you'd be thinking about is, who. Like, who is it? Who is it? How am I going to do this? Because how will cause procrastination, which makes the thing never happen. The who Helps you open your mind. Like, who's that person that knows how to do this? You find that person, they know the how, and then it just magically happens. It's not that person can teach you the how and is. They already know the how. So hire them, pay them, like, let them do the how, and that will move you towards the whole thing. So the whole concept was rewiring all of our brains to shift the question, the internal question, from not how, but who. I thought that was pretty dang cool. So I'm sitting there in the meeting, and I had this idea for this change in our coaching program, right? The big shiny things, the two comic backs. I'm like, how this. I have this really weird thing in my head all the time. It's like, how can I serve my audience better? How can I serve these guys better? How can I serve them better? So I'm always thinking through that, right? And so with the two common Club X people that joined at Funnel Hacking Live, I'm like, how do I serve them better? How do I serve them better? We keep adding cool things, and sometimes adding things hurts more than it helps. I'm like, oh, like, how? How, How? And then I heard this. This talk, and then it was like, who? And so, like, I consciously was like, okay. Instead of me trying to figure out the how, because it was, like, stressing me out just thinking about all the pieces to figure out the how. I was like, okay, who's the person that knows how to do this? And instantly in my head is like, oh, I know exactly who it is. And so I messaged that person while I'm sitting there. And five minutes later, I get a message back from that person who then introduced me to the other person. Who's the who that this person would have went to for the who. And this morning, I just voxed that who and that who's now running on this thing that I was trying to figure out the how on. It would have taken me another month to two months to implement. Now, my guess is by the time I land in Boise tonight, I guess Friday night, but Monday, by the time I get in the office, it's gonna be pretty much done because I got the who. Who knows how to do it? And it just shifted everything, and it was interesting. And so I'm trying to start thinking through all my projects where I've been procrastinating, looking at my to do list. I'm looking at my trello boards, all the stuff that's like. Like, slowly irking forward. And I'm looking at them all. I'm like, oh, my gosh, all these ones. It's because I'm thinking about, how am I gonna do that? How am I gonna do that? How am I. Like, I'm getting so, like, stressed out because I don't know the how and I'm angry. So I'm like, ah, I should know this. Like, my brain. Come on, stupid brain work better, right? But it's like, no. Like, my job's not to figure out the how on everything. It's figure out the who already knows the how. Figure out the who and then let them do it. And that's the key. And so it's this mindset shift that we all need to start having. It's not like, not the how, but the who. I think we have a new project we're gonna be rolling out here in a well, depending on the programmers. Programmers take forever. Not my programmers were outsourcing this project because. Yeah, so they said it'll be between three and six months. I'm like, we built click funnels in less time than that, which is frustrating. But anyway, so. But the whole goal of that is to help all of us funnel builders thinking about the who, not the how. Right. I think one of the biggest problems I have inside of our community is I think, and I'm partially to blame for this, I get ever so excited about funnels and like, oh, copy and graphics and it's all this stuff, right? And so people are like, oh, cool, I'm gonna figure out how to do this. And they're figuring out how to design funnels, how to write copy, how to do videos, how to. And then figure out all these how's. There's a lot of how's that going to launching a successful funnel, right? And what I want to shift it to is from how's to who's. And so what we're building is really cool directory. That'll give you a whole bunch of who's. And you're like, oh, I need a designer. Well, here's all the who's that amazing design. Oh, I need a copywriter. Oh, I need someone to help me with strategy. Oh, I need someone with this. And it's like, okay, here's all of the things. They'll give you what you're looking for. So anyway, I'm pumped, I'm excited. It's like the most cool, fun, amazing thing ever. And I'm excited. Okay, so there's the lesson for today. Figure out the who, not the how. Everything you're procrastinating on, you're stuck on your business. Realize that it's a who pro, it's a how problem. And you shift it to who problem. You shift from a how problem to who problem. It'll make your life a bajillion times simpler and easier. A couple other things he said, he said if you want to attract the right who's that know how to do the hows, you have to sell them on the what and the why. Now we're getting deep, right? So the people who have the big who already know the hows, if they're really good at it, they don't necessarily just want to, you know, like if you want to track the right who's, you need to give them, share with them the the why they're doing it and then what what they're doing, right? So if they understand the why, then those who's will do the hows for you. I hope I got that right. Anyway, that's why you got to share the vision, right? You're the entrepreneur, you have this bigger, better vision that you're excited by. If you want to attract amazing talent, it's not so much that you can pay them, that helps sometimes, but the better job you get at at really helping them to understand like why you're going after this bigger vision and what's like what's the reasoning behind it, Things like that, then it inspires them, then the right who's will move forward. What I found in my business is the most amazing people aren't typically like money motivated. They're why motivated. They're motivated by like oh my gosh, that would be amazing. Like let's move that direction. Let's do this thing right Anyway. And then the last thing I'm gonna share because this is the last piece that he kind of threw out. So I think Dan said he's writing a book on this or I don't know, something. But he said the title of his presentation of the book or whatever was how many who's to freedom? And first I was like, wait, what? He said, how many who's to freedom? Like not not like what are all things I need to learn how to do to get freedom? It's like how many who's do I need to have to get freedom? Okay, so if you're launching a funnel, you're going to do comma club. It's not like how do I do all this stuff? It's like, okay, who are the who, how many who's do I need to do it? Okay. Like, okay, I need someone who understands funnel strategy. Who's that? I need somebody who understands really good video stuff. Who's that? I need somebody who understands traffic. Who's that? Right? And it's figuring out the who's. How many who's are you from Freedom? Two who's. Three who's. Five who's. Like, who are the who's? Instead of stressing about trying to learn it all, figure out who already knows how to do who's already learned it. Find those who's and then get them sold on the what and the why, and then they'll help you out. And that's the magic. So how many who's to your freedom? Oh, that's a magic. So that's the question in my head right now is how many who's My freedom. And so I'm gonna start going through my most important projects and lining them out and then figure out the who's, not the how to's, which sucks. I love how to stuff. Like any book says how to blank, I buy because I love to learn how to. So I'll still do that for fun, but not for actual business. I'm gonna figure out the who's from now on. So there you go, you guys. Thank you, Dan Sullivan, for sharing that. I think it's amazing and hopefully that'll help a lot of you guys. Oh, and then one other thing I want to share. I almost want to do a separate podcast on this, but I'm not going to because it's kind of a shorter thing. The other one of my other friends, that spokesman, Ethan Willis, he. He runs the back end sales and coaching department for growth.com for Brandon and Dean. And he did a really great training on. On coaching and selling coaching, stuff like that. And the end of it. Somebody asked him, like, what's the most important thing that, that he's learned? Or what books has he read? Everything? And he said two things that was just like, so good. So good. The first thing he says when he wakes up every morning, he says that his goal is to create the day spiritually before he creates it physically. So the morning wakes up and he like, mentally thinks through, okay, what am I gonna do today? And what's the process and what are all this stuff? And he, like, spiritually, in his mind, creates, like, what the day is gonna happen, setting out his intentions, setting out all that kind of stuff. He says when you create spiritually first, then you go out. You can create it physically. After, he says, when we wake up, we start trying to Create the day. The problem is, like, we don't have a plan. We don't have a. You know, things like that. So he said he creates the day spiritually before he, like, goes and actually executes on it physically. Which is fascinating from a spiritual standpoint. That's. It's really interesting as well. God created everything spiritually before he created physically. So it's like, we should say things with our day, like, create things spiritually before we create it physically. And the second thing, and I. I share this one because I am not a journaler. I've never liked journaling. I've never. And I'm a Mormon, so the Mormon Church, like, they teach journal, like, keep a journal all the time. Like, I am the worst journaler ever on my mission. It's like they want you to write in a journal every single day. I think I wrote my journal like three times. Like, I struggle with journaling. I think it's. Cause I don't understand, like, the ROI on, like, what's the return on investment? Because I'm a big, high ROI type person. But anyway, what he said is that every night when he gets. When he goes to bed at night, he pulls out his journal and he writes. He says, I write in my journal how God touched my life that day. So thinking back that day, like, what are all the things. Where did God help me throughout the day? Like, oh, man, like, in this situation here, he helped me in this situation. He tries to identify the things in that day that God affected his life. And he writes those down in the journal. And that's something I could grasp because, like, that's like, as soon as you're more. As soon as you're, like, more aware of, like, here's all the things that happened today. They help me where God helped me. Then you start opening your eyes to it more, you see it more. And I think that then you're more grateful for it. When you're more grateful for it, like, more blessings come. And it's just like this amazing thing. And so there's the roi, right? Which people like me who are obsessed with roi, but I think that's something I could actually get behind and stick with is like the end of the day just pulling out a journal and thinking through the day, like, where are all the things where God touched my life today? And then writing those down. And I think as you start doing that, more and more will appear. So I'm gonna try to keep a journal, not a real journal anyway. My podcast and my blogs and my books and my real journal, but I want to keep a journal of just the little things where God touched my life each day because I think as I become more aware of it, more of it will happen and that pumps me up. So. All right, guys, this is a longer podcast. I just want to share some of the amazing things with you. With that said, I'm gonna go shower, shave, pack up my bags, and I'm heading into the last day of the 100k group. I get home to my wife and kids. I cannot wait. They are the coolest. I hate being away from them. It's horrible. All right, guys. Appreciate you all and we'll talk soon. Bye. Would you like to see behind the scenes of what we're actually doing each day to grow our company? If so, then go subscribe to our free behind the scenes reality TV show at www.funnelhacker tv.