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b'On today\\u2019s episode you will hear part 4 of 4 of Russell\\u2019s interview with Andrew Warner about the Clickfunnels start up story.\\n Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at\\xa0marketingsecrets.com ClubHouseWithRussell.com\\n ---Transcript---\\n Hey everyone, this is Russell Brunson. Welcome to the 4th and final installment here of the interview with Andrew Warner at the Dry Bar Comedy Club, where he\\u2019s going deep into the Clickfunnels startup story. I hope you\\u2019ve enjoyed it so far. You know, throughout this entire interview, it was really fun. He brought my wife onstage and some of my partners onstage, and brought other people who didn\\u2019t like me at first onstage and kind of shared all these things. I hope all you guys are enjoying it and really enjoying this interview.\\n I hope that this starts making you think about your startup story. Some of you guys are living your startup story right now, and maybe you\\u2019re depressed or nervous, or scared, or afraid or whatever. And hopefully this gives you motivation to know that I was there too. In fact, I\\u2019m still there many times, but it\\u2019s okay and it\\u2019s part of the game and part of the process. And someday you\\u2019ll look back and you\\u2019ll have someone like Andrew interviewing you about your startup story and you\\u2019ll be so grateful for the trials and things you\\u2019re going through now.\\n So with that said, we\\u2019re going to queue up the theme song, when we come back we\\u2019ll listen to part 4 of 4 of the Clickfunnels startup story interview with Andrew Warner at the Dry Bar Comedy Club.\\n Andrew: And I know a lot of you have asked me what\\u2019s coming up next and Russell\\u2019s going to talk about that, how you\\u2019re going to get to Sales Force level, but why don\\u2019t I take a couple of questions from someone. Is there anyone who\\u2019s been sitting here going, \\u201cI can\\u2019t believe Andrew didn\\u2019t ask that.\\u201d? Is there anyone who has something standing out for them? Should we just have them onstage.\\n Unknown person: We got mic\\u2019s.\\n Andrew: We got mic\\u2019s from over there, okay.\\n Audience member: Alright, a little bit deeper of a question. What is something, I know you\\u2019re strong in your faith, family, God, I mean kind of all around, what\\u2019s something that\\u2019s really made you who you are? You\\u2019ve mentioned before that made you as a marketer with your dad, you\\u2019re up late watching an infomercial. But what\\u2019s something that inherently that could have been experienced, maybe a quote in the back of your mind that\\u2019s just driven you, it could have been something that your parents taught you when you were young. What is, is there, it\\u2019s kind of a little bit difficult of a question to look back, there\\u2019s probably a million things. But what are one or two that really stick out, that make you the person that you are?\\n Russell: I have a million thoughts just racing through my head. The one that just popped in the front, so I\\u2019ll share that one, hopefully it\\u2019s good. I remember when I was a kid my dad gave me a job to go clean the car. I went out there and I cleaned the car, I did my best job, I thought. And I came back in and I was like, \\u201cHey dad, it\\u2019s clean. Can I go play?\\u201d I was like, \\u201cCome look at it.\\u201d So he could let me go out and play. And he was like, \\u201cWell, is it good? Are you proud of it?\\u201d and I\\u2019m like, \\u201cI don\\u2019t know.\\u201d And he\\u2019s like, \\u201cWell, are you proud of it.\\u201d I was like, \\u201cI don\\u2019t know.\\u201d And he\\u2019s like, \\u201cGo work on it until you\\u2019re proud of it, then come back and let me know.\\u201d\\n And I was like, oh man. So I go back out, and I was like, \\u201cAm I proud of this?\\u201d and I was thinking about it, I guess technically I\\u2019m really not that proud of it. So I was like trying to do more things, trying to clean it better, and to the point where I was actually proud of it. And then I came back and I\\u2019m like, \\u201cDad, okay the car\\u2019s clean now.\\u201d And he\\u2019s like, \\u201cAre you proud of it.\\u201d I\\u2019m like, \\u201cI am.\\u201d And he\\u2019s like, \\u201cOkay, you can go out and play then.\\u201d\\n I think for me that was such a big thing because it was just like, that internal \\u201cAm I proud of this thing that I\\u2019m giving, that I\\u2019m putting out there?\\u201d and if not, keep doing it until you are. And I don\\u2019t know, that was one of those little weird dad moments that he probably didn\\u2019t mean as a teaching opportunity, but definitely has been big for me ever since then.\\n Andrew: Good question. Is there one on this side? While you\\u2019re finding a person who has a question, Whitney, did you have more to say? You were going to ask more, right? Yeah, can you get the mic over to Whitney, please? She\\u2019s right over here. I know I didn\\u2019t ask your full question.\\n Whitney: Hi Russell, how are you?\\n Russell: Awesome, how are you doing?\\n Whitney: Good. So with your business, what is, back to like when you were first starting, I kind of want to know, what\\u2019s the one thing when your business was really hard, when you were really struggling, what\\u2019s the one thing that kept you going? Just in the back of your mind. And then I have a second part of that. What would you say was your biggest failure and what was the greatest lesson you learned from it?\\n Russell: That\\u2019s not an easy question.\\n Andrew: The biggest failure.\\n Russell: Oh man. So the first question was, what was the first one again? Thinking about the biggest failure, I\\u2019m trying to\\u2026Oh, what kept it going?\\n Andrew: Give me a sec. Are you going through that now? You are, what are you going through right now? Can you stand up and get close to the mic? I can see that this is a meaningful question for a reason. What\\u2019s going on? Be open.\\n Whitney: I\\u2019m just trying with my business, I\\u2019m trying to get my message out there. I\\u2019m really, I\\u2019m just baby parts of Clickfunnels, so I\\u2019m just figuring out how to do a funnel still. But my company is called Creating Powerful Women, so I am just trying to teach women how to grow a business while they grow their family at the same time. And I\\u2019m doing that right now, because I have 3 little tiny girls. So I\\u2019m just like, okay, I\\u2019m still trying to figure out this myself and then teach women how to do it at the same time. So it\\u2019s just, I\\u2019m still in that struggle phase.\\n Andrew: Is it partially because you feel like an imposter, how can I tell them what to do? That\\u2019s what I was saying to you earlier.\\n Whitney: When I don\\u2019t even know. Yeah.\\n {Crosstalk}\\n Whitney: I feel like I need to have that success level before I can teach women to go out and do it. But the reason when I found you in the hall, and I said, \\u201cI want Russell to be vulnerable and tell like the nitty gritty parts of the story.\\u201d And those stories are what make people relatable to you, that\\u2019s kind of where I\\u2019m at, as I realize that I grow a bigger following and a bigger audience when I\\u2019m more relatable to them, which I realize I don\\u2019t need to be up at that level to do that.\\n Andrew: I get that.\\n Russell: So my question for you is, have you been working with women? Helping them so far? Tell me a story of someone you\\u2019ve helped. I\\u2019m curious.\\n Whitney: So I went through post partum depression a couple of years ago, after I had a baby and a lot of the women I\\u2019ve been reaching out to when I shared those stories, those women have been coming to me saying, \\u201cHey, how do you get through this struggle? I know you\\u2019ve gotten past that, so I want to hear the hard stories that you went through.\\u201d So a lot of the people who I\\u2019ve been coaching one on one have been people who have gone through those exact same things\\xa0 that I have.\\n Russell: Okay when you do that, and you share the stuff with them, and that clicks for them, how does that feel?\\n Whitney: Like I\\u2019m fulfilling what I was put on this planet to do.\\n Russell: That\\u2019s the thing. That\\u2019s the thing that keeps me going. It doesn\\u2019t happen often, but it happens often enough that I crave that. I\\u2019m super introverted, so it\\u2019s always awkward for people to come to me, but I still love when they come to me and they\\u2019re like, \\u201cHey, just so you know real quick\\u2026..\\u201d Like last night, we were in San Francisco, or San Diego, excuse me. Someone came up to me in the hall and I was kind of like, I\\u2019m nervous to talk to you but you\\u2019re going to talk to me. And he said, \\u201cHey, just real quick, you legitimately changed my life, you changed my family.\\u201d And started tearing up. And I was just like, I let myself feel that just for a second and then I go back to the awkwardness, but for a second I feel that. And It\\u2019s just like ahh. That\\u2019s what it\\u2019s about you know.\\n I use Voxer for my coaching clients. So every time they Vox me and say something like that, there\\u2019s a little star button and I star it and it stores them in this huge thing of all the starred ones. So now days I\\u2019ll go back and I\\u2019ll listen to that and I\\u2019ll listen to people like 2 years ago that said something about how something I did effected them, and it\\u2019s just like, that feeling. Because everything we do in this life is for feeling\\u2019s right. Everything is just a feeling we\\u2019re looking for. We eat because we want a feeling. We did this because we, I wanted a feeling. We\\u2019re doing everything for a feeling.\\n So it\\u2019s like if I can remember the feelings of the thing I\\u2019m trying to get, and I can experience it again, then it, that\\u2019s what gets me and keeps me going.\\xa0 And I think that any of us that are lucky enough to have those feelings, a lot of times we forget about them. No, remember that because that\\u2019s the thing, when it\\u2019s hard and it\\u2019s painful and it\\u2019s dark, it\\u2019s that feeling that\\u2019s just like, that\\u2019s the, you remember that and you let yourself experience it again for a minute. And then for me, that\\u2019s like, okay, I can get back up and I can go again.\\n Andrew: Great question, I\\u2019m glad you asked it. How about one more over there? You know what, yeah, let\\u2019s give her a big round of applause, please.\\n Audience member: I was actually going to ask a little bit about that vulnerability. I was surprised, I\\u2019m big in the SAAS space, I\\u2019ve been to Dream Force, follow a lot of Clickfunnels. It\\u2019s pretty rare to see a CEO want to put themselves kind of on the roasting side of things. You\\u2019re from here, from Sandy. I was just kind of surprised, what was it that really compelled you to kind of want to come back and do this in Utah? When I saw your email I thought it was a clickbait scam.\\n Russell: Oh it is, we\\u2019re selling you something next.\\n Audience member: I really thought I was going to come and it was going to be a video of your face spinning and it was going to be like, \\u201cHi, we\\u2019re here.\\u201d Because I follow Clickfunnels, but it\\u2019s just really rare, especially being down in Utah county, that was kind of unique that way.\\n Andrew: Wait, one sec. Does Clickfunnels allow me to actually place someone\\u2019s city in the headline, like I want someone from San Francisco, you could. Oh, alright, I get it.\\n Audience Member: It said like Idaho, we\\u2019re in the surrounding areas, it\\u2019s going out to 8000 people, limited seating. So as a marketer I was just like, is this a real thing? You know. So I showed up and I was excited to see you. But why come back to Utah, what does this event mean to you and why want to be vulnerable and kind of open up? I learned a lot about you personally that was great to hear from a business side.\\n Russell: So my beliefs are, and I believe we have the best software company in the world, so I\\u2019m going to start with that. But if it\\u2019s just about the software, then it comes down to who\\u2019s got what feature. People are moving and shifting and changing because of the features. That\\u2019s the thing. So Clickfunnels was like, no it has to be more and it has to be a thing. And it\\u2019s interesting, people who sign up for Clickfunnels, who click on an ad, they come and sign up. That\\u2019s why John can\\u2019t do, it doesn\\u2019t work that way.\\n They sign up for a web, clickfunnels is a website builder for crying out loud. You boil it down, we are a website builder. That is boring. So people don\\u2019t come for that. They stay for that. That\\u2019s why they stay, that\\u2019s why they stay. But they come because of a feeling, and they come because of a connection. I want to be able to take the videos from here because if I can more people who come through my funnels to hear this story, they\\u2019re going to stick with Clickfunnels because they realize we have a soul. There\\u2019s a reason behind this, it\\u2019s not just the software company who\\u2019s trying to make a bunch of money. We\\u2019re actually, we have belief behind it.\\n So that\\u2019s why we do all these things. That\\u2019s why I still write books. That\\u2019s why we do videos. That\\u2019s why we do vlogs. That\\u2019s why we do this fun stuff, because it builds connection with people, and connection really keeps people staying, even if some other company\\u2019s got a different feature than we do, or it\\u2019s cheaper and we\\u2019re more expensive, or whatever. So that\\u2019s the big reason why we still do it.\\n And then I thought it would be fun to come down here because I grew up not far from here and it\\u2019s just kind of a fun thing. We\\u2019ve been working with the Harmon Brothers and we started another project with them and their family owns the Dry Bar Comedy Club, if you guys have ever watched Vid Angel, that\\u2019s one of their families companies. When Vid Angel had their little hiccups, they shifted all the programming to this, the Dry Bar Comedy Club, so we used to watch all the comedians here. And I was like, this is like the coolest location to do something like this. And one of the other side jokes, I don\\u2019t know if I shared this with you or if it was just in my head, but Andrew is famous for doing these big scotch nights, and as a Mormon I can\\u2019t drink scotch. And I was like, what if we did this, but at a Dry Bar, just this funny play off of that? And it all worked out.\\n Andrew: You know, usually at events I do scotch night afterwards and say, \\u2018Everyone come back to my room.\\u2019 That\\u2019s not going to go over very well. But Dave\\u2019s been to mine. He drinks water and feels comfortable. We have good water for Dave. How about one more, then I want to get into the future.\\n Audience Member: So you always talk about how, like for Clickfunnels you guys took like 6 tries to finally make it work, right. And how most of the time when you guys start something it doesn\\u2019t work the first time, that\\u2019s why you have audibles and all those things. So I was wondering as someone that, you know I\\u2019m starting and getting that, kind of like that lifts, what is the biggest thing that you see, versus like a flop funnel versus something that kind of takes off and explodes? What\\u2019s the audible or the change that you normally do that shift or the message change or whatever it is, that makes it finally take off?\\n Russell: Traditionally the difference between a funnel that works and doesn\\u2019t work, I\\u2019d say it\\u2019s probably 50% offer. Like if the offer\\u2019s wrong it\\u2019s not gonna, that\\u2019s usually the first thing. But then if it\\u2019s actually a good offer, that people actually want, second then is usually copy. So like what\\u2019s the hook, those kind of things. And then design is probably 3rd. All that stuff that Theron and those guys didn\\u2019t like at first. The things that, because it\\u2019s not like we just made up this stuff, you saw 8000 funnels we tested and tried in the journey of 15 years of this, that now we know what things people convert on.\\n So it\\u2019s just like looking at stuff that you know is working and modeling it because you this structure works, this kind of thing. But usually when something is broken it\\u2019s coming back and figuring out, this offer\\u2019s not right. People didn\\u2019t want it. And that was the problem with Clickfunnels. The offer, we took 4 or 5 times to get the offer right, and then as soon as the offer is right, you can tell when it\\u2019s right because people will buy, even if everything else is bad, if your offer is amazing people will give you money for it, you know. So that\\u2019s definitely the biggest part, and from there it\\u2019s copy, then design, then all the little things that stress some people out, like me.\\n Andrew: So I\\u2019ve got, we\\u2019ll come back. I see there are a few people that have more questions; we\\u2019ll come back to them in a moment, including you. I promise I\\u2019ll do more. But you did tell me about all the different things you guys are working on now. Of all of them, what one is going to get you the closest to Sales Force level?\\n Russell: That\\u2019s a good question, there\\u2019s so many things. So I would say, I\\u2019m going to ask you a question is that alright? Have you ever played bigger yet? Played bigger? Playing bigger?\\xa0\\n Andrew: No, what do you mean by that?\\n Russell: That\\u2019s the name of the book right? Play Bigger?\\n Andrew: Oh Playing Bigger, the book. No.\\n Russell: Yes. So that\\u2019s book\\u2019s been interesting, if you guys haven\\u2019t read it, it\\u2019s one of the biggest ones as a team that we\\u2019ve been reading. But it\\u2019s all about designing the category and becoming the king of that category. So I feel like we are the king of sales funnels, and that\\u2019s our category, the thing that\\u2019s going to be there. And then if you read through the book, the next phases are like, building out the ecosystem that supports you as the category.\\n And the fascinating thing about sales force, if you look at it when, I probably shouldn\\u2019t say this on video because someday Mark Benioff\\u2019s going to watch this and be like, \\u201cI\\u2019ll never give you money.\\u201d But sales force isn\\u2019t great software, right. It\\u2019s this hub that things are tied into, but the reason why they did 13 billion this year, they\\u2019re trying to get to 20 billion is because they built this ecosystem. The ecosystem is what supports this thing and grows it up, and builds it.\\n And that\\u2019s like the next phase. So I think for us, it\\u2019s like we have this, we have funnels which are the key. It\\u2019s like the CRM for them, it\\u2019s the central point. But it\\u2019s then bringing all the ecosystem, it\\u2019s building up all the things around it, right.\\n Andrew: Letting other people create things on your platform, becoming a platform.\\n Russell: Yes, becoming a true platform.\\n Andrew: can you create a platform when what you want is the all in one solution when you\\u2019re saying, \\u201cyou don\\u2019t have to plug in your chat bot to our software. We\\u2019re going to be chat bot software.\\u201d \\u201cYou don\\u2019t have to plug in infusion soft, we\\u2019ve got email marketing in here or mail chimp.\\u201d\\n Russell: It depends, because you look at Sales Force is similar too. They have their own things that they either acquire and bring them in, or they build their own, things like that. And I think it\\u2019s a hybrid of that. I think it\\u2019s, we allow people to integrate because some people have tools. We will, our goal is to always be the best sales funnel builder on planet earth. We may not be the best email auto responder in the world, we have one and that increases our revenue. And people who love us will use our email auto responder, but there may be some other one that\\u2019s better. But it\\u2019s not our big focal point.\\n There may be a chat bot that\\u2019s got more features and more things, that\\u2019s not gonna be our focus to make it the best, but we\\u2019ve got one built in to make it. So theer will be, that\\u2019s kind of our thought, that we will have the things included, so if people want to go all in they can use it. But if they love yours because of these things, they can still bring that and still bring it in. You know, and then as we grow, who knows what the next phase is. Is it acquisitions, finding the best partners? People that most of our members are using, start acquiring companies and bringing them in, internally similar to what Sales Force does, growing the platform.\\n Andrew: Just keep letting people build on your platform and then does that make the platform more valuable, or do you guys get a share of the money that people spend on these external tools?\\n Russell: Both, I think. Stripe for example, Stripe, I think we process 1.7 billion dollars through Stripe. We make over a million bucks a year from Stripe referral fees, for just letting them connect with us. So there\\u2019s value on both sides because it makes the platform more valuable because people can use it easier, but we also make money that direction as well, and those type of things.\\n Andrew: Okay, what is Actionlytics, Action\\u2026\\n Russell: Actionetics.\\n Andrew: Excuse me.\\n Russell: So that was Todd\\u2019s name. He loved that name. So Actionetics is, it\\u2019s what we call internally, follow-up funnels. So we have sales funnels, which are page one, page two, page three, page four. Then a follow-up funnel is send this email, send this text message. \\u201cHere\\u2019s the retargeting pixels, here\\u2019s the thing.\\u201d So it\\u2019s the follow-up funnels. It\\u2019s all of the communication that\\u2019s happened after somebody leaves the page with your audience.\\n Andrew: And that\\u2019s a new product that you guys are creating?\\n Russell: Yeah, it\\u2019s been, actually we make more revenue from Actionetics than we do from Clickfunnels right now. We\\u2019ve never marketed it outside though.\\n Andrew: I can\\u2019t get access to it, it asked me for my username and password. I said, I don\\u2019t have that, so how do I sign up for it?\\n Russell: it\\u2019s only been in beta. So we opened up at Funnel Hacking Live, people signed up there. And then we kept it down for a year, then we opened it, so two Funnel Hacking Lives we opened it, and then my birthday we opened it. So that\\u2019s it. But we have, it\\u2019s over, 12-13 thousand members who have upgraded to that. And then we\\u2019re probably a couple weeks away from the actual public launch where people will be to get, everyone will be able to get access.\\n Andrew: And already people are spending more money on that than Clickfunnels?\\n Russell: Yeah, because it starts at $300 a month versus $100. So it\\u2019s the ascension up. So they go from $100 a month to $300 a month and then the new one, it scales with you. Because we\\u2019re sending emails and Facebook message, it gives us an ability to grow with the platform as well, and not just have a $200 a month limit. Someone might pay $1000 or $5000 depending on how big their lists are.\\n Andrew: You\\u2019re really good at these upsells, you\\u2019re really good at these extra features. How do you think about what to add? How do the rest of us think about it, based on what\\u2019s worked for you?\\n Russell: Okay, that\\u2019s a great question, and everyone thinks it\\u2019s a product, the question most people ask is, what price point should my upsells be? It has nothing to do with that. It has 100% to with the logical progression of events for your customer. So when someone comes to you and they buy something, let\\u2019s just say it\\u2019s weight loss. So they come to you and they buy a weight loss book right, and let\\u2019s say it\\u2019s about how to get abs. So they buy that, the second they put their credit card in and click the button, in their mind that problem has now been solved. I now have six pack abs, the second it\\u2019s done.\\n And people don\\u2019t think that. So what people do wrong is the next page is like, \\u201cCool, you bought my abs book. Do you want my abs video series?\\u201d it\\u2019s like, \\u201cNo, I just solved that problem. I gave you money. It\\u2019s been solved.\\u201d So what we have to think through, for logical upsells is like, \\u201cokay, I just got abs, what\\u2019s the next logical thing I need?\\u201d So it\\u2019s like, \\u201cCool you got abs now, but how would you like biceps? We can work it out. This is my training program to grow here.\\u201d\\n For funnels it\\u2019s like, here\\u2019s this funnels software, or here\\u2019s this book teaching you how to build funnels, but after you have a funnel you need traffic. So traffic\\u2019s the next logical progression. So as soon as someone\\u2019s bought something, the customer\\u2019s mind, I believe, that problems been solved. And it\\u2019s like, what\\u2019s the new problem that\\u2019s been opened up, because that problem\\u2019s been solved. That\\u2019s the logical\\u2026\\n Andrew: I got my email addresses because of Clickfunnels, the next problem I\\u2019m probably going to have is what do I send to people? And that\\u2019s what you\\u2019re solving. What about this, fill your funnel, it\\u2019s a new software.\\n Russell: Yeah.\\n Andrew: What is it?\\n Russell: How do you know these things? That is good, you have been digging. So I\\u2019m writing my third book right now, it\\u2019s called Traffic Secrets, and then on the back of it we have software that\\u2019s called Fill Your Funnel, that matches how we do traffic with the book. So when someone reads the book, you login and the way we do traffic, we focus very heavily on influencers. We call it the Dream 100. So you come in and you login and you\\u2019re like, \\u201cHere\\u2019s the people in my market. There\\u2019s Tony Robbins, there\\u2019s Andrew..\\u201d you list all these people and it starts pulling all our data, scraping all their ads, their funnels, everything\\xa0 and shows you everything that\\u2019s happening in their companies, so you can reverse engineer it for what you\\u2019re doing.\\n Andrew: So if I admire what John is doing for you guys, I could put you in the software, you\\u2019ll show me what you guys are doing, and then I\\u2019ll be able to scrape it and do it myself. You\\u2019re nodding. And you\\u2019re okay with that?\\n John: It\\u2019s awesome. I\\u2019m excited.\\n Russell: Excited.\\n Andrew: Have you been doing that? Is that part of what\\u2019s worked for you guys at Clickfunnels?\\n John: Yeah, we like to, we call it funnel hacking. We like to look and see what other people are doing.\\n Andrew: So you\\u2019re actively looking to see what other, man as an interviewer that would be so good for me to understand what people are doing to get traffic to their sites. Alright, so\\u2026\\n Russell: We buy everyone\\u2019s product, everyone\\u2019s. I bought Drew\\u2019s like 6 times. Yeah, you\\u2019re welcome. Just because the process is fascinating to see.\\n Andrew: And then the book. What\\u2019s the name of the book?\\n Russell: Traffic Secrets.\\n Andrew: Why is everything a secret? What is that?\\n Russell: I don\\u2019t know.\\n Andrew: No, I feel like you do. I remember I think it was\\u2026\\n Russell: It all converts, 100% because it out converts.\\n Andrew: Because the word, \\u201csecret\\u201d out converts? In everything?\\n Russell: Everything. I used to onstage be like, \\u201cThe top three myths, the top three strategies, the top three lies, the top three everything\\u201d and like \\u201csecrets\\u201d always out converted everything else, and then it just kind of stuck.\\n Andrew: And then that\\u2019s the name of this book. I\\u2019m looking here to see\\u2026yeah, Melanie, she told me when you organized this event you said, \\u201cSecret project\\u201d. That\\u2019s it.\\n Russell: If I just tell people what\\u2019s happening then they like, \\u201cOh cool.\\u201d I need to have to build up the anticipation.\\n Andrew: Even within your team?\\n Russell: Especially within the team. Yes.\\n Andrew: Especially. So secret is one big thing. What else do you do?\\n Russell: Secrets, hacks\\u2026\\n Andrew: No, within the team. So now you get them interested by saying it\\u2019s a secret.\\n Russell: So I\\u2019ll tell them a story, I\\u2019ll tell them the beginning of a story. I\\u2019ll be like, \\u201cOh my gosh you guys, I was listening, I was cleaning the wrestling room and I was going through this thing, and I was listening to Andrew and he was doing this campfire chat and it was amazing. And he\\u2019s telling this whole story, and I have this idea, it\\u2019s going to be amazing. But I\\u2019ll tell you guys about it tomorrow.\\u201d\\n So what happens now, is they\\u2019ve got a whole night to like marinate on this and be like, \\u201cWhat in the world?\\u201d and get all excited. And then when they show up, they\\u2019re anticipating me telling them, and then when I tell them, then I get the response I want. If I tell them they\\u2019re like, \\u201cOh cool.\\u201d I\\u2019m like, no, you missed it. I need that, in fact, I\\u2019ll share ideas all the time, I\\u2019ll pitch it out there just to see. I know it\\u2019s a good idea because Brent will be like, \\u201cI got chills.\\u201d Dave will start freaking out, and that\\u2019s when I know, \\u201cOkay, that was a good idea.\\u201d If they\\u2019re like, \\u201cOh that\\u2019s cool.\\u201d I\\u2019m like, crap. Not doing that one. It\\u2019s the same thing.\\n Andrew: I\\u2019ve heard one of the reasons that you guys hang out together is one, he\\u2019s an extrovert and you\\u2019re an introvert, but the other one is Dave will one up you.\\n Russell: It starts the process. This is the bubble soccer event we did. Initially it was like we\\u2019re going to have influences, or we were launching the viral video and like we need, let\\u2019s bring some people into it. And then we were asking how someone could bring big influencers, like \\u201cyou have to do something crazy. Like get a Ferrari and let them drive over it in a monster truck.\\u201d I was like, \\u201cThat seems extreme.\\u201d I was like, \\u201cWhat if we played football on the Boise State Stadium?\\u201d And Dave\\u2019s like, \\u201cWhat if we did bubble soccer? What if we tried to set a Guinness book of world records\\u2026\\u201d and then next thing we know, we\\u2019re all Guinness book of world record champion bubble soccer players. It was amazing.\\n Andrew: And that\\u2019s the thing that I\\u2019ve heard about your office environment. That it\\u2019s this kind of atmosphere where, see for me, look at me, I\\u2019ve got that New York tension. When I talk to my people and I talk to everyone it\\u2019s like, \\u201cYou\\u2019ve gotta do something already.\\u201d And you guys like fun, there\\u2019s a ball pit or whatever in the office. Am I right? You go \\u201cwe need a, we\\u2019re gonna create a new office. Let\\u2019s have a bowling alley in it and a place to shoot.\\u201d That\\u2019s the truth.\\n Russell: It is the truth. It\\u2019s going to be amazing.\\n Andrew: Does he also tell you, \\u201cWe need to do something this weekend. Date night, it\\u2019s a secret.\\u201d?\\n Russell: Maybe I need to do more than that, huh.\\n Andrew: Yes, does he use persuasion techniques on you?\\n Russell: It doesn\\u2019t work on her.\\n Andrew: No.\\n Russell: She\\u2019s the only person I can\\u2019t persuade. It\\u2019s amazing. My powers are useless against my wife. It\\u2019s unfortunate.\\n Andrew: Do you actually use them, or when it comes to the house you go, \\u201ccome on, I\\u2019m tired already, just\\u2026\\u201d?\\n Russell: I tried to do something today and she was like, \\u201cThat was the worst sales pitch ever.\\u201d I\\u2019m like, \\u201cDang it. Alright, I\\u2019ll try again.\\u201d\\n Andrew: Hey Siri, text my wife \\u201cI\\u2019ve got plans for tomorrow night. So good, Russell just told me about it. I\\u2019ll tell you later. Secret.\\u201d Period, send.\\n Russell: That\\u2019s amazing.\\n Andrew: Wowee. Does anybody know how I can get a babysitter here.\\n {Audience speaking indistinctly}\\n Andrew: They\\u2019re a little too eager to spend time with my kids. Thank you. Alright, I said I would take a few more questions. I know we\\u2019re almost out of time here. Who was it, it was someone on the right here that was especially, you looked, uh yeah you, who just pointed behind you.\\n Audience Member: Hi, okay, Russell I\\u2019ve been in your world since about 2016..\\n Andrew: Hang on a second, who the, I\\u2019m sorry to curse, but who the f**k comes to a software event and goes, \\u201cI\\u2019ve been in your world.\\u201d? This is amazing about you. I\\u2019m in San Francisco, there\\u2019s nobody that goes, \\u201cI\\u2019m so glad I\\u2019ve been in the hubspot world.\\u201d It doesn\\u2019t work that way. I\\u2019m sorry, I had to interrupt. Okay. I\\u2019ve been in your world. He\\u2019s selling you software, you\\u2019re in his world. Sorry.\\n Audience member: You have to listen to his podcast, it\\u2019s a..\\n Andrew: I\\u2019ve listened to his podcast. It\\u2019s just him talking.\\n Audience Member: He talks about it, it\\u2019s a universe. He creates a universe.\\n Andrew: You know what, here\\u2019s the thing that blew my mind. I thought it was him in a professional studio, I saw him in San Francisco, he\\u2019s talking into the voice recorder on his phone. Okay, yeah. I gotta feeling that Russell\\u2019s going to go, at some point, \\u201cReligion is just an info product. I think I could do a better job here.\\u201d Alright, yeah.\\n Audience Member: okay, I entered the Clickfunnels universe in 2016 and since that time, I came in with a lot of hopes and a lot of, it was just a really exciting experience to have you break down the marketing, you really simplified it right. So I see that, I\\u2019m an ambassador for the one comma club challenge right now, and people are coming in with such high hopes and such tremendous faith and trust in you. And I have a friends that I brought into it and everything and they\\u2019re coming in, just like, they\\u2019re really staking a lot on how they\\u2019ve persuaded to join your universe. Sorry, universe is the wrong word. But from that, I guess the question is, there\\u2019s a few things. I think a lot of people are afraid of that type of responsibility in the products that they\\u2019re delivering, and of course there is a tremendous failure rate of people who don\\u2019t get what they\\u2019re persuaded in.\\n So there\\u2019s a lot of magnification on the two comma club, and the people there that are the successes, but the question that I have is, the responsibility that you feel for that, I feel that you feel the responsibility because you\\u2019re constantly looking for new ways to simplify, bring in new coaches, bring in the new team, make products and offers that are completely irresistible. Truthfully, I went to Funnel Hacking Live, I\\u2019m not spending any money, 20 thousand dollars later. I mean it was truthfully so irresistible, but you\\u2019ve crafted such unique things in an effort to truly serve that client and really get them to the place that they\\u2019re looking to go.\\n So I\\u2019m not sure if the question is coming out, but there\\u2019s a lot of responsibility that all these bright eyed, bushy tailed you know, wannabe marketers are coming in really truthfully feeling the genuine just truth that you\\u2019re telling them, but then there\\u2019s a big crash and burn rate too, which is normal in that space. I\\u2019m not sure what the question is.\\n Andrew: Congratulations\\xa0 to the people in the two comma club, what about the people in the no comma club. What do you feel is a sense of obligation to the people who aren\\u2019t yet there? What do you feel about that?\\n Russell: Is that the question?\\n Andrew: Is that right?\\n Audience member: I guess the question is, there\\u2019s two parts, one is the responsibility that other people are feeling, the fear that they\\u2019re feeling to put something out there because they\\u2019re afraid of a failure rate. So just like, Whitney over there was talking about, she\\u2019s got those fears. So there\\u2019s normal fears that come along with that, so how you deal with that, in that it\\u2019s not because of lack of delivery on your end, but there\\u2019s still people who are spending tremendous amounts of money, or small amounts of money that just aren\\u2019t getting what it is. So it\\u2019s really about your internal feelings about that topic.\\n Russell: It\\u2019s a good question. There\\u2019s a lot of different ways I could answer it. I\\u2019m trying to think, for me it\\u2019s a big reason I do have a con stripe, because I do feel like I have a huge obligation to people who sign up for our stuff. So I\\u2019m always thinking, how do we simplify this, how do we simplify it? What\\u2019s the best way to do it? What\\u2019s the thing? But that\\u2019s also what creates innovation right. It creates the ideas, it\\u2019s that, how do we serve these people better? How do we serve them better?\\n Probably the best analogy, in fact, Brandon over here was working on a video that he sent me last night, that I had a chance to watch, it was really cool. We had Sean Stephenson speak at the second Funnel Hacking Live. Was anyone there for that one? A couple of you guys. Sean Stephenson, if you know him, is the 3 foot giant. He\\u2019s this little dude in a wheel chair, one of the coolest humans on earth. And he told this story, it was funny because man, I had another emotional connection watching it last night actually, watching it. And he talked about stories like, \\u201cHow many of you guys here are upset because you got 17 followers on Facebook and you\\u2019ve got 13 likes on your YouTube video, and you\\u2019re pissed because of all this stuff.\\u201d\\n And I think of a lot things that way. \\u201cI\\u2019m trying this thing, I\\u2019m not a millionaire yet, I\\u2019m not making any money, blah, blah, blah.\\u201d And they\\u2019re upset about that right. And what Sean said, he\\u2019s like, \\u201cDo you know how they choose who they\\u2019re going to save when a helicopter is flying into an ocean and there\\u2019s a boat that\\u2019s wrecked with all these people. Guess how they choose who they\\u2019re going to save?\\u201d and he said, \\u201cWhat happens is the helicopter drivers, they fly over there and go down to the people, going to save them, and guess who they save, they save the people who are swimming towards you.\\u201d He says, \\u201cThat\\u2019s how you do it. If you try to save everyone, it will drown you, it\\u2019ll drown the boat, and everybody dies. But you save the people who are swimming toward you.\\u201d\\n And then he came back and said, \\u201cThose 17 likes on your video, those are the 17 people who are swimming towards you. You have to understand that.\\u201d So for me it\\u2019s like, we talk about the money because that gets people inspired, but when it all comes down, the really internal belief, no one really cares about the money. They want the feeling of the connection and the help and they want to change the world. They have their thing, and so it\\u2019s like, we talk about the money because it gets people excited, but I don\\u2019t know anybody who that\\u2019s the real reason why they\\u2019re in business. They\\u2019re in because they want, they want to help those people that are coming towards them.\\n So you notice when you get deeper into the culture, it\\u2019s not just money, money, money, money. It\\u2019s how do you serve, how do you impact, how do you change the world, how can you get your message clearer, how can you do those things? And when you shift from the money to that, then the money starts magically coming. So for me, it\\u2019s just like how do we get more people thinking that way more often.\\n I don\\u2019t know if that\\u2019s the right answer or if that helps at all, but it is definitely something I feel a big obligation for but I also feel like I\\u2019m super grateful for the people who are willing, I\\u2019m grateful to Don Lepre, spent all that money doing the infomercial on that thing. And I didn\\u2019t implement it back then, when I was 14, right. I\\u2019m grateful to the next guy who re-inspired me and I bought the thing and didn\\u2019t do anything and then next person and all those things, because eventually it stuck.\\n So for me, it\\u2019s like I\\u2019m going to keep creating offers and keep doing cool things, and trying to inspire people because it might not be the first or the second or the fifth, but eventually if I keep being consistent on my side, it\\u2019s going to keep getting it and eventually the right people, those who actually have something they want to share, something they actually care about what they\\u2019re doing will figure out the way. And we\\u2019re just going to keep trailblazing and trying to do our best to make a path that they can all follow. So that\\u2019s kind of how I look at it.\\n Andrew: Great question. Let\\u2019s close it out with one more. Yes. Dave did you find someone, because I just found someone right here. Why don\\u2019t we do two more then? Since you found one and I found one. What\\u2019s your name? Sorry, Parker? Parker. Go next. There we go, let\\u2019s go to Parker next and we\\u2019ll close it out with him.\\n Parker: Alright, so the biggest question I have for you Russell is, I\\u2019ve seen you guys\\u2019 amazing group you guys have at Clickfunnels, and every time I go in your guys\\u2019 office it\\u2019s nothing but excitement, energy, and not only you don\\u2019t have to inspire your workers to work for you. They come there excited and hearing your amazing stories that John and Brent had of, they stayed with you for all this time and you pushed them and they pushed you and there\\u2019s this amazing cycle. I\\u2019m curious as far as, because I want to have an amazing group like that one too so I can affect the world the same way that you have, and even do better than you did. And that\\u2019s a completely admiration thing, that\\u2019s I don\\u2019t know.\\n Dave: Cut from the same cloth here.\\n Russell: That\\u2019s his dad. Dave\\u2019s son.\\n Andrew: Oh got it. That makes sense.\\n Parker: The question I have for you is, how do you find those people? Is it nothing but like a whittling out process or do you see these characteristics already in the people that you have?\\n Andrew: One sec, how old are you?\\n Parker: I\\u2019m 20 years old.\\n Andrew: 20 years old and you admire your dad and the guy that he works with so much that you want to not just be like him, but be more like him? Can you take of my kid tonight? Sorry, that\\u2019s amazing. Does your dad come home with this energy like this energy like, \\u201cWe\\u2019re going to capture the world. This is what we\\u2019re going to do.\\u201d\\n Parker: it is the funniest thing. Oh my gosh. Every way you see him online, social media, whatever the heck it is, it\\u2019s exactly the same way he is at home. When you see him on the tv talking about like, \\u201cOh this is\\u2026\\u201d or when you interviewed him.\\n Andrew: I\\u2019ve watched his podcast, I see that thing.\\n {Crosstalk}\\n Parker: you know as much as I do then.\\n Andrew: What did he motivate you to, like to sell as a kid, or to upsell as a kid.\\n Parker: So he would like talk to us like he was a sales person basically, in the aspect of he talks about things as far as, this person did a terrible job at selling. They could have done this, this, this and this.\\u201d And we\\u2019re like 10 years old, I think at the time, I think. I don\\u2019t know. It\\u2019s more of a recent change since he joined clickfunnels and he\\u2019s got this amazing excitement and energy. It\\u2019s an amazing thing and I wish to have to people like my dad when I become a, when I start to do my own thing.\\n Andrew: It is contagious isn\\u2019t it?\\n Parker: yeah, it totally is.\\n Andrew: And I\\u2019ve been watching, what\\u2019s this new Vlog that you\\u2019ve got. It\\u2019s on Russell, it\\u2019s on Russell Brunson\\u2019s YouTube channel right? I\\u2019m at the end of it going, \\u201cHell yeah, why am I taking a shower now. I gotta go, I got stuff to do.\\u201d Right. These guys are out there taking over San Francisco, that\\u2019s my city. So I guess you\\u2019re feeling the same way at home. Now, he\\u2019s there twice, he suddenly owns a place. So your question was\\u2026?\\n Parker: My question was basically, how do you find these amazing people to work, not only for you, but with you and to help you accomplish your dream? Is it whittling out process or it you have innate ability to find people?\\n Russell: So as you were saying that I started thinking, I\\u2019m thinking about the partners on our team, who none of them came through like a help wanted site. None of them came through like, Brent went to church with me and he showed up every single week, every single month, he was my home teacher and showed up every single month consistently and we became friends and we did stuff together. John married my cousin. We were on the boat in the middle of the lake and he pitched me on a network marketer opportunity and I was like, I love this guy. And then I pitched him back and we just, and it was amazing.\\n And then Dave, we were at an event like this and we had a signup sheet if you wanted to take the speakers out to dinner and Dave ran back and signed up every single line under mine. So I went to every single meal with him for 3 days. I think it\\u2019s just, I think a big part of it, I think most entrepreneurs can\\u2019t build a team because they\\u2019re waiting to build the team. And I think for me, I didn\\u2019t know what I was doing so I just started running, and what happens when you\\u2019re moving forward and motion is happening, people get attracted to that. And some people will come for bad reasons and they\\u2019ll leave, and I\\u2019ve been taken advantage of multiple times, things like that will happen, but the right people will stick around.\\n But it\\u2019s all about, it\\u2019s the motion right. That\\u2019s what people are attracted to. If something\\u2019s happening. I don\\u2019t know what\\u2019s happening, but I want to be on that train and they start coming. So I think it\\u2019s taking the initiative of \\u201cOkay, I\\u2019m going to start running and I have no idea if anyone\\u2019s going to follow me ever. But If I do this and I keep doing it consistently then people will.\\u201d And you know, it\\u2019s been a consistency thing. I\\u2019m 15 years into this business now, 8000 funnels deep. But it\\u2019s a consistency, and when you do that and you\\u2019re consistent, then the right people will just start coming into your life. But not waiting for them initially. If I would have waited to build my team initially, we wouldn\\u2019t have a team. Everyone we met was like in the, as we were having motion, the right people started showing up.\\n Andrew: Alright. Thanks. Speaking of, thank you. How many people here are actually at Clickfunnels, if you work at Clickfunnels. Can you guys stand up if you work at Clickfunnels. There you go. I feel like at the end of this everyone\\u2019s going to want to go and meet Russell. Everyone\\u2019s going to want to go and mob him. And he\\u2019s not that social, number one. Number two, I feel like you\\u2019re going to pass up these fan-freaking-tastic conversations, I\\u2019ve gotten to know the people who work here a lot really well in preparation for this, I really urge you to see the guys, the people who are wearing these t-shirts. Get to know them. Push them into a corner, understand what\\u2019s working for them. And really, you\\u2019re fantastic people, thanks so much for helping me do this.\\n And thank you for having me on here. I really appreciate you being open, being willing to let me take this anywhere. You said, \\u201cI understand what Andrew is trying to do. He\\u2019s trying to figure this out. I\\u2019m going to let him run with it and let him make the magic happen.\\u201d And I think we made a lot of magic happen. Thanks so much for having me here.\\n Russell: Yeah man, it was amazing.\\n Andrew: Thank you all for coming, I\\u2019m looking forward to meeting every one of you. Thanks.\\nLearn more about your ad choices. 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