Russell Brunson Reveals Why He Brought Rich Schefren to Funnel Hacking Live (AI Edition)

What's going on, everybody? Happy Saturday. How are you guys feeling? I hope you guys are having the best time ever. Hopefully playing some AI, building some cool stuff, or being with your family, whatever that looks like for you guys. But excited to jump on right now. As you guys know, we are, I think we're like 30, I don't even know, 35 days away from Funnel Hacking Live, something like that. It's coming soon, and I wanna introduce all the speakers before we get there. And so we're doing it all weekend long, bringing more people in. Some of the speakers who are gonna be speaking this year's Funnel Hacking Live. And I'm excited for today's guest. He's someone I've looked up to for a long time, and I'll tell you his story here in a minute, but I'm pumped to have him speaking. This is his first time ever speaking at Funnel Hacking Live, and I'm fired up for it. It's gonna be good. So those who don't know the Funnel Hacking Live story, we started Funnel Hacking Live a decade, man, actually 12 years ago. 12 years ago, we first launched ClickFunnels. We started doing this event called Funnel Hacking Live, and we did it for 10 years. It became the biggest event in our industry. 5,000 or 6,000 people, all of them. It was insane. And then we shut it down. We decided to take a break and take a nap. I was tired. And 2 years ago, we stopped doing Funnel Hacking Live. And the plan was not to ever kind of do it again. But as you guys know, in the last 2 years, the entire world's been flipped upside down, especially since like January of this year. AI has gotten so good so fast. And I'm seeing this really weird thing happening. Those who know how to utilize AI are making more money, having more fun. Like so many cool things are happening. And those who aren't are struggling. They're like they left behind all sorts of stuff. And so we decided to come back and do a one-time only funnel hacking live AI edition to go deep into AI and how it works and why it's important and a whole bunch of other cool things, and to show you from the best in the best people who aren't just talking about it because a lot of people online talking about it, but people who are using it at huge levels to understand themselves, understand their businesses, understand the future. Like it's insane. And so that's kind of what this year's funnel hacking live is all about. It's happening September 21st, 22nd, and 23rd in Las Vegas, Nevada. And there's the link to get your tickets. If you don't have 'em yet, go get 'em right now. And now I wanna introduce our next guest speaker. And this is one I'm actually really pumped for him. I met him the first time, I don't know, 20, 25 years ago. He wrote this report that was about like how to, it was for like all the solo entrepreneurs like me, is like how to like actually think about your business as a business and hiring people and staff and teams. And he wrote this report. He launched it out to the world. And I think over time, he'll have to correct me on numbers, but like 5 million people downloaded it, including me. And I read it and it changed my thoughts. I started hiring people, building a team, and it completely radically shifted how I did my business. And that was the first time that Rich had a big effect on my life. Fast forward a few years later, my business had grown really big and it crashed. It was falling around beside me. I was trying to figure out what my next step was and I couldn't figure it out. And Rich wrote this report. Before Anybody had ever talked about auto webinars. He was like, "Hey, I have this idea," and he mapped out this report about auto webinars and how they work and all sorts of stuff. And I read it. I was just like, "What is that? Like, is that real? Is that possible?" I read the report. I called the Rich. He's like, "Come down to my come to my house. We'll hang out." So I flew down there. He spent a day or two with us and walked me through step by step what he did, how he did all sorts of stuff. I came back. I created probably maybe the third or the fourth auto webinar on the planet. At this time, nobody was doing them. I think I was three or four. I can't remember exactly. And we did this one, and what a lot of people didn't know at the time is at the time I owed the IRS about $150,000 in back taxes. I had a whole bunch of issues. I was like, our business was falling apart. I had just laid off like 40 or 50 people. Like, it was chaos. Worst time of my life. And I built this auto webinar, plugged it together, did everything Rich said. We launched it, and that webinar got me out of debt, got our business stable, started growing, and gave me the space and the freedom to start creating again. And from that is where we built ClickFunnels and a bunch of other things. So I love this guy. He's been helping me off and on for years. I love my conversations. I'm not gonna lie. I told him before we started recording, like, AI Rich Schefren is like my favorite version. Like, I've never seen him so excited, so on fire. I've seen what he's doing, how he's using it, his creativity and what he's using AI for. He uses it in ways that every time he tells me, I'm like, I didn't even think that was a thing. And I'm excited to have him here. So with that said, let's put our virtual hands together for Rich Schefren.

Well, thanks for that intro, Russell. And, yeah, I am So excited. One, like if funnels changed your life, AI has changed my life. And it's changed every area of my life. I'm in better shape than I've ever been. I'm making more money than I've ever been, better relationships. My business is growing. And it's all because of AI. And that's what I'm going to teach people at Funnel Hacking Live how to do. In fact, like I put a bonus package, like I just wrote a new manifesto. called the AI Business Manifesto. And in that manifesto, I talk, it's 3 sections. The first section is what you need to do to make money with AI right now. The second is like what I believe the competitive advantage will be in the future with AI and that you can't buy it, you have to build it, but you can just start to aggregate it right now. And I'm gonna explain why that's important because you're gonna get it when you come to Funnel Hacking Live. And then the third part is like, and it's actually great. The third part, I was thinking about Russell when I wrote the third part. So, I have helped, I've given a lot of people advice over the years, and Russell is not different from a lot of the other people. They've made a lot more money than me, and they've been a lot more successful than me. Now, that's cool. That makes me good as a coach and good as a teacher and all, but there's a reason for that. I have the right information, but I don't always take the right actions.

Yeah.

even though I know what the right actions are. So, I've created a system that captures your judgment. You're gonna get it at Funnel Hacking Live. But your judgment might not be perfect, right? So, for some people, if you're on your A-game most of the time, then your judgment is solid. I'm not. So, my judgment comes with baggage. So, it needs to capture my judgment, but it also needs to know who I aspire to be. Because if it just took how I'd make my decisions, well, I make my decisions in a way that I don't get the best value out of my own advice. So that wouldn't be necessarily what I wanna hardcode. So the third section is about like, if you don't get the best out of yourself, how can you use your AI to do that? Because for me, that was the start of my AI journey. I went to AI because I was struggling. And through that, it helping me through the struggle, I then decided I wanted to give this to other people. And then that created a journey for me for the last 2 years where we've created a lot of programs and we've created a lot of new advancements. And so my core program, Zenith, is how to get your AI to know you better than you know yourself. And we deliver that. And that really is powerful because when your AI knows you better than you know yourself, you really have a partner that really you can work side by side with and it can take over for you. But it doesn't know— just because it knows how you sound and it knows everything you've created, It doesn't mean it can sit in your seat and make decisions the way you made. In order for that to happen, it has to capture your judgment. And that judgment is part of what's called tacit knowledge. Generally, we cannot articulate our tacit knowledge. That's why there are apprenticeships. You need to be in proximity to the person to learn all the nuances. But how do you learn the nuances? You are seeing what is being said in relation to what is there. And so for the first time in history, in human history, you're able to capture judgment. Now, very few people are talking about this, but a couple thousand years ago, we were able to capture intelligence through language and the written word and video and everything else. And because of that, today we live in a very different world because intelligence has stacked, but judgment hasn't, but judgment now can. And so AI is the first tool that could capture your judgment in real time because your tacit knowledge is expressed every time you give feedback. And so we have a system and you're gonna get it for free at Funnel Hacking Live that every time you give feedback to your AI, it's captured and it's looking for patterns. And those patterns then become a way that your AI can start making decisions for you. So if you're doing a lot with AI right now, You might be in a place where when you're working on something important, it gets you 80% of the way there. But the last 20%, like, I'm sending Russell a request for a JV. It's like the most important thing that he says yes. I'm not just gonna leave it to AI. I'm gonna correct it, right? And generally, it still needs that 20%. That 20% goes down to zero ultimately, the more that your judgment is captured. But that's not the only reason why you wanna capture it. Because where is the world going? The world is going to artificial general intelligence, most likely. And right now you can have an advantage because you have a better harness. Your AI is able to do certain things that others aren't, but everyone will have the best harness when the best harness is figured out. No one knows what the best harness is, and everyone will have AGI. So everyone will have the same system with the same AI. And so what is gonna make your business different from another business? How are those— what is the point of difference? There will be no difference. So the only difference is what your point of view is and your judgment. Rick Rudin said it best. He was asked recently, why would artists pay you instead of AI when you don't play an instrument, you don't work a soundboard or nothing? And he said, because AI has every point of view, which means it has no point of view. I have a point of view. And that is so true because if AI is not certain of something and you push back, it's like, you're right. Like, it doesn't have a point of view. And so it has every point of view. And so for your business to be different in the age that's coming, you better have something that's captured how you see the world. And you can't buy it and you can't just build it overnight. You can't reverse engineer it from your output. It has to be captured when you're giving feedback. And that is what we call an imprint. And I'm gonna teach you how to build your imprint. I'm gonna give you the software that runs the imprint, and I'm gonna show you how you can make your AI the single best partner that you've ever had in your entire life to help you build your business and have a better life in any area that's important to you. Dang.

Alright. I'm coming now because I want that. What's fun, just so that people have context, like, Rich was the first person I ever saw doing this, and he spoke in our event in Mexico walking people through it. But like, when AI first started, you took like, you say, 45 years of your journals, put it in there, your health records, your everything, and like trained it to a spot where it knew everything, every thought you've ever had, like this really deep level. I remember because we went and got stem cells together. I'm just like, yeah, I'm gonna get stem cells. And Rich is like, am I able to get stem cells? It's like, if you do, stop taking this and do this. Then I knew like everything. I was like, Am I gonna die if I go do this? Like, I have no idea. I'm gonna find out when I'm dead, right? And it's now how you've evolved in the last like year, 2 years to like, now it's like learning how you'd make your judgments and how you do things so that when you're communicating with it, and it also again knows your goals, like it can figure out, I don't know how you do it. It's insanely cool. I've never seen anyone else talk about it or do it. And that's why I'm fired up that you're coming, man. I don't know if you know this, but we're doing, there's a late night session called AI After Dark and that's where you're gonna be speaking at. So this is kind of like the coolest, most ninja stuff that, like, may be overwhelming at first, but, like, if you figure it out, it's the coolest thing in the world. And I'm just pumped to have you coming and sharing that, man. It's gonna be— it's gonna be the coolest.

So— I'm super looking forward to it. And I'm really also looking forward to, like, impacting people in a way. My goal is for— to make AI a lot more useful to everyone in the audience because it's really changed my life. And I know that it can have that impact for other people. And so I just want to give you the tools of like how it can make a major difference in your life in a way that right now you might not think is possible. And so I'm super excited about it. I also texted you something, Russell, just now. And not to keep it like hidden, but I just got back from Agora because I'm working with Agora getting them all AI compliant. And so I was working on a big idea thing for them and I just included all the big idea files, all the internal documents of like— So if you want your AI to understand big ideas, like you now have everything that you would ever need for it to put it in. So that was for you.

Thank you.

And hey, and if you come to Funnel Hacking Live and you mention this and you want it, you tell me and I will give it to you too. So that's big ideas. That's the central like core copywriting methodology behind Agora. Russell was at Agora last year. And so we were Went over that. Changed my life. And so, yeah, it's a very powerful tool in the copywriting arena. And if you remember that I had this conversation with Russell and you want it, you tell me and I'll give it to you. Dang.

Well, I got it right now.

It's so cool.

We'll find Rich and ask him. Dude, I appreciate you coming and speaking and sharing. I'm so excited. We're a little over a month away. So, everyone who's watching right now, if you don't have your tickets yet, time to go to funnelhackinglive.com, get your ticket for you, your spouse, your business partner, show up. It's happening September 21st through 23rd in Las Vegas, Nevada. This is a one-time show. We are not doing this again. I promise you because I forgot how— what it feels like to film an event, and it's a lot. So I'm not doing this again. So this is our one show, AI focused. Do not miss it. And thank you, Rich, for offering that bonus and everything. And everyone who's bought a ticket, we'll make sure you get access to those bonuses. You don't have your ticket yet. You're almost running out of time. Funnelhackinglive.com. We're gonna be pulling all the speaker bonuses away, I believe, next week. So you've got Not too much more time to consider. Plus, we're mostly sold out. We only have a couple hundred seats left, and so they're gonna be gone soon anyway. So don't miss it. There's no virtual option. This is it. So thank you, Rich. I appreciate you. Everyone, our game plan, I'm gonna play a video that's gonna show you guys what happens at Funnel Hacking Live so you can watch that, you can experience it through video, and then after you watch that, go make the decision, get your ticket at funnelhackinglive.com. Thanks, everybody, and I will see you guys September 21st.

Boom.