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It has been a few years since this episode was first released, but I still feel that the message is important today. Enjoy this special episode from the archive!\n Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at\xa0marketingsecrets.com\n ---Transcript---\n Hey what\u2019s up everybody, this is Russell Brunson. Welcome to Marketing Secrets.\n I mentioned a little while ago how I hired a new coach, and it\u2019s been really, really good. He\u2019s one of the main guys over at The One Thing, his name is Jeff. It\u2019s interesting because I read The One Thing book a while ago and I remember, I think when I read it I didn\u2019t like it. I think at the time we had just launched 12 companies in a year. And I was bitter against it, but everyone kept recommending it to me. That book and the Essentials came out at similar times and everyone was like, \u201cyou gotta read them.\u201d So I read them both and I was just like, \u201cThey want me to focus on one thing. I hate that idea.\u201d\n So I kind of didn\u2019t like the books. And fast forward to last week, I just kind of got back into it in the last week. I went and listened to a bunch of podcasts from The One Thing, I started re-reading the book, I got the main dude coaching me Monday mornings and it\u2019s really, really cool. What\u2019s interesting is, since he started coaching me, I\u2019ve had this big epiphany, big aha, big realization inside, and then as I\u2019ve been coaching the inner circle the last two days, I\u2019m watching the people who are leveling up really, really quickly and there\u2019s a consistent theme behind all the people who are growing fast versus who\u2026..everyone\u2019s growing, but the ones who are really quick.\n It\u2019s interesting thing, it\u2019s funny, the thing that I got in my coaching session was, it came back to Steven R. Covey, 7 Habits of Highly Effective People, which I read back in high school. It was start with the end in mind. It\u2019s been interesting, as I\u2019ve been going through the coaching stuff. Man the first, it feels like it\u2019s been like a month because I move pretty quick on stuff. But the first exercise he had me do was figure out, what is your someday goal? Where do you want to be someday? So it\u2019s not like 5 years from now, or 10 years, like in the future, where is it you really want to go?\n \xa0It\u2019s been interesting as I\u2019ve kind of done this exercise, I can walk you guys through what it is, but it\u2019s morphed, 3 or 4 times to radically different things and I one of the big aha\u2019s I realized when I went through this exercise is that literally my someday goal, I achieved it like 18 months ago. So the last 18 months I\u2019ve been wandering without really a focus or a goal other than just more, which is interesting.\n So he\u2019s had me keep focusing, what\u2019s your someday goal? Begin with the end in mind. What are we trying to get to? So I figured out initially, here\u2019s my someday goal, and someday goal can be about your business, you personally, your relationships, your spirituality, whatever you\u2019re trying to figure out for yourself. Then he came back and said, \u201cOkay, what do you have to had accomplished within 5 years to keep you on track for your someday goal?\u201d So I was like, \u201cOkay well, to have that I need to have this in place, these things need to be in place in the next 5 years.\u201d And he came back and said, \u201cOkay, what do you need within a year to be able to 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 yearend goal? Or your month goal?\u201d\n So as you do this it\u2019s interesting because you start getting more and more clear on all the steps. It was funny because it was like, as I did that, as I identified, had the end in mind, I started going back forward and 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.\n All the sudden I realized that I\u2019m doing all these to-do\u2019s that are good, they make me feel good, I check off the box, but none of them are actually moving me towards what I\u2019m really wanting. I was like, well what\u2019s the one thing I need to do today that\u2019s going to help me hit my goal for the end of this week, which will hit my goal for the end of the month, blah blah, blah, all the way to the thing. And as I started asking those questions it blew my mind what the one thing was that I needed to focus on. It was not by any stretch what I thought it was going to be, what I assumed was the most important thing.\n And after this exercise he wanted me to come back and refine it and change things. So I kept getting\u2026.my someday goal changed three or four times and I started realizing as I was looking at that, it took me a while to figure it out. In fact, I still don\u2019t know if I have it completely figured out.\n But the message I want to share with you guys is just that. Beginning with the end in mind. Again, the inner circle members having the most success is because they have a very clear end in mind. What is it they are trying to accomplish? And from there it\u2019s easy to reverse engineer the funnels and make that happen. People who are struggling, they\u2019re building funnels to be able to sell a product or a service, not with the end in mind. Does that make sense? It\u2019s a little intricacy, but it\u2019s interesting.\n I\u2019ve had this really cool experience over the last two days, to kind of reflect I\u2019m listening to all my entrepreneurs talk and teach and share what they\u2019re doing and really start thinking more and more, what is the end? I need to know really clearly for my business, I need to begin with the end in mind. Or is my goal to get people in Clickfunnels? Is my goal to get people in Two Comma Club Coaching? Is my goal to get people into Inner Circle?\xa0 What is the actual end goal?\n As soon as you identify it, that becomes the end goal and it becomes easy to see, well if that\u2019s it, here are the funnels I need to reverse engineer to get people so that they will come up into that thing. For example, Dean Holland, he\u2019s been in my inner circle for 3 years now. He basically over the last few months shut his entire company down and rebuilt it from the ground up but this time with a definite, very clear end in mind. This is where I\u2019m trying to go. Because of that built out the funnels very simply in order, he launched and in the first 28 days built up $106,000 recurring income. Just because he began with an end in mind.\n So I think most of us, including me. I\u2019m guilty of this as well, that\u2019s been my big thing for the last 2 days, what\u2019s the end goal. From a business standpoint, from a life standpoint, but also the customer journey, the value ladder. I talk a lot about in the Dotcom Secrets book, this value ladder, taking somebody through. But I would say even my value ladder isn\u2019t completely clearly defined. It\u2019s morphed and changed so much and I\u2019m really coming back now and figuring that out.\n Dana Derricks when he was doing his presentation he was talking about his big aha. He said that us as creators want to keep creating and creating and creating. He said because of that, \u201cIf I look at my value ladder it kind of goes up a little and then it splits off in three different places. Some of those go up and some don\u2019t and it gets really mushy really quick.\u201d He realized he had to clearly define the value ladder. We\u2019re going from here to here to here. So now he\u2019s beginning with the end in mind. And what he said was interesting. It\u2019s was funny because it\u2019s something that I, a recurring thought I\u2019ve had in my mind as well. Okay, I can\u2019t keep creating new stuff that just spurts off my value ladder and shifts people all over the place.\n If I need to get my creative juices out there and just create something, the things I create need to be on the front end of the value ladder. They should only be free plus shipping or they should only be low ticket things to get somebody in, but the back of the value ladder should never shift, never change. That should be just a thing that\u2019s there. And man, I just resonate with that. I was like, okay I obviously have my value ladder, I\u2019ve got things in place, but I need to really specify this is the path, the process, the order and then just focus on the front end stuff. So it\u2019s exciting.\n The last thing I wanted to kind of say is, again so many of us start our business like, here\u2019s a product and we start building funnels based on that product. There\u2019s nothing wrong with that. That\u2019s how most people do it. It\u2019s how I\u2019ve done it a lot of times. Because of that, I think we get lost in the weeds of where we\u2019re trying to go and often times we never get there because we don\u2019t know where we\u2019re going. And again, as I\u2019ve been working with my coach on this, which has been really fun. It\u2019s been cool because I\u2019m clearly defining my someday goal, clearly defining the end and then from there I can reverse engineer all the pieces I need to make that happen.\n I think the same thing is true with funnels. It\u2019s just begin with the end in mind. What\u2019s the top of the value ladder? Where do you really want to take people? Figure that out and then reverse engineer, to do that here are the funnels I need. You got a path and a process. Anyway, it\u2019s 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 Clickfunnels. I\u2019m having the time of my life. And hopefully, also I\u2019m helping. I\u2019m doing my best.\n It\u2019s funny, I was reading, somebody I care about wrote a really cool post about what we do. And I was reading it and in the comments 3 or 4 people who were like, \u201cI just don\u2019t like Russell. I can\u2019t connect with him. I don\u2019t like his energy. I don\u2019t like\u2026\u201d Whatever. It just kills me. It\u2019s tough because I\u2019m always trying to give and serve and do whatever I can and I hate when I don\u2019t connect with everybody. But that\u2019s okay as well. Hopefully my message gets to you and you\u2019re able to take whatever it is you share out to people. And people connect with you, people I would never connect with. Hopefully you can connect with them and change them. So that\u2019s one of my goals. Hopefully I connect with you and if I do, that\u2019s the key. Take your energy, get out there, share your message with other people and change the world the way you can.\n Because unfortunately not everyone is always going to like me. And that\u2019s the same for you. Not everyone\u2019s going to like you. But the people who do, they\u2019ll hear your voice and they\u2019ll come to you and you\u2019ll be able to help them and serve them and it\u2019ll make the quality of their life so much better, which in return will make the quality of your life so much better. So that\u2019s all I got tonight you guys. Appreciate you all, see you guys soon. Bye.\nLearn more about your ad choices. Visit megaphone.fm/adchoices