The argument in one line.
Every lasting movement is built on three elements -- a trusted guide, a categorically new opportunity, and a future-based cause -- and businesses that apply all three stop competing on features and start competing on identity.
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READ IF YOU ARE…
- An educator, coach, or creator with a solid audience who wants to understand why followers consume but do not evangelize.
- A SaaS or membership founder puzzled by flat retention despite strong product quality.
- Anyone who has studied marketing tactics but wants the structural framework behind why some brands become movements.
- A creator building community around a platform wondering how to engineer identity-level loyalty.
- Someone considering whether milestone or status systems could work for their audience.
SKIP IF…
- You want step-by-step ad copy or funnel mechanics -- this is philosophy and framework, not execution playbook.
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The full version, fast.
Every mass movement shares three structural features: a guide the audience trusts, a new opportunity (not an incremental improvement), and a future-based cause that gives followers somewhere to go. Once someone joins, an identity shift -- a name, a t-shirt, a tribe label they can say 'I am' in front of -- converts them from customer to member. Milestone awards then function as a belief engine, letting peers see each other succeeding in real time, which is more persuasive than any stage presentation. The guest applied this system to ClickFunnels and turned software users into Funnel Hackers, many of whom have the logo tattooed on their arm.
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Create a free account →Who's talking.
00:00hostNathan Barry
02:00guestRussell Brunson
Where the time goes.
00:00 – 02:15
01 · Introduction
Nathan sets up the episode and guest previews the movement framework.
02:16 – 04:57
02 · Studying Successful Movements
Research across religious, political, corporate, and cult movements; all share one pattern.
04:58 – 06:24
03 · From Educator to Movement Leader
The teacher/student trap vs. identity-level belonging.
06:25 – 09:23
04 · The Three Core Elements
Triangle framework: guide, new opportunity, future-based cause.
09:24 – 12:11
05 · Future-Based Cause
Presidential election analysis; One Funnel Away as a rally call.
12:12 – 13:17
06 · Universal Principles
Three-part structure applied to Christianity, ClickFunnels, and World War Two.
13:18 – 18:46
07 · The Power of Positioning
Financial planners case study: packaging insurance as Live Rise Up and Live Free through a unique mechanism.
18:47 – 27:11
08 · Crafting the New Opportunity
Unique mechanism framing; the Ferrari vs. airplane analogy; your product does not need to change, only the framing.
27:12 – 28:15
09 · Dream Customer Identification
The Mike and Julie exercise. Guest rebuilt messaging from scratch after realizing the product attracted the wrong audience.
28:16 – 35:11
10 · Cutting Through Noise with Message
One Funnel Away as a campaign slogan. Stories at three levels: personal, student, student of student.
35:12 – 46:16
11 · Why General Messaging Can Win
The blank-fill slogan principle. Obama's Change campaign. You do not outgrow a well-crafted future-based cause.
46:17 – 50:49
12 · Identity Shift
Community t-shirts, the 'I am' statement principle, superhero cape metaphor, swag as identity reinforcement.
50:50 – 52:32
13 · Milestone Awards: The Two Comma Club
Napoleon ribbon quote. Origin of the Two Comma Club award. The belief engine effect in a live room.
52:33 – 59:54
14 · Scaling Achievement
Two Comma Club X, the four-record 100M award. Achievement vs. transformation. The Two Heart Award for charitable giving.
59:55 – 1:01:30
15 · Outro and CTA
Expert Secrets book recommendation, socials, teaser for next episode.
Lines worth screenshotting.
- A movement is not a bigger audience -- it is a different relationship, where followers think of themselves as members, not customers.
- Every lasting movement in history shares three elements: a guide, a new opportunity, and a future-based cause. None of the three is optional.
- Improvement offers compete on metrics. New opportunities compete on identity. Identity is not comparable, so it cannot be beaten by a competitor with a better dashboard.
- If your pitch contains the word better, faster, or stronger, you have an improvement offer, not a new opportunity.
- A future-based cause must be abstract enough that each segment of your audience fills in their own version of the ending.
- Every U.S. presidential election winner since 1980 ran on a future-based cause; every loser ran on a present-based one.
- One Funnel Away worked because it was a blank -- one funnel away from freedom, from firing your boss, from your first million. Each customer completed it differently.
- The best identity names are 'I am' statements. 'I am a Funnel Hacker' is stickier than 'I use ClickFunnels.'
- A customer who got a community t-shirt, never logged into the software, and still refused to cancel is evidence that identity precedes utility.
- Milestone awards work not because of the physical object but because seeing a peer -- not a guru -- receive one in real time makes the goal feel reachable.
- The Two Comma Club created a belief engine: sitting in a room watching 79 peers win an award plants the thought 'next year that is me.'
- Milestone tiers must always have a next level. The moment everyone has won the current award, the future-based cause evaporates.
- Dream customers are defined before messaging, not after. If you define them after, the wrong message has already attracted the wrong people.
- Telling your customer's customer's story is the third tier of storytelling -- it shows that your system compounds across people you have never met.
- A movement is all-consuming to build. If you are doing it for money, you will stop when it gets hard. The only durable fuel is believing you are called to serve the specific people you serve.
Three structures that turn customers into members.
WHAT TO LEARN
The gap between an audience that consumes and one that evangelizes is not content quality -- it is the presence or absence of three structural elements every durable movement shares.
03From Educator to Movement Leader
- The teacher/student relationship is inherently replaceable -- a better teacher displaces you. The tribe relationship is not replaceable because the member's identity is now attached to the community, not to your content.
- The shift from educator to movement leader is not about content quality. It is about whether followers think of themselves as students of yours or as members of something you both belong to.
04The Three Core Elements
- A guide is necessary but not sufficient. Every movement has one, but a guide without a new opportunity and a future-based cause just has followers, not a movement.
- New opportunities are not better versions of existing things. Steve Jobs did not pitch a CD that holds 50 songs -- he pitched a thousand songs in your pocket. The category itself changed.
- A future-based cause gives followers somewhere to go, not just someone to follow. Without it, the movement has no direction and stalls when the guide stops producing content.
08The Power of Positioning
- Two financial planners selling insurance reframed their entire category as 'Live Rise Up and Live Free' -- they never led with the product. The vehicle was invisible; the destination was everything.
- The future-based cause often lives in the guide's own deepest values. People follow you for those values, and the cause that emerges from them is the one that will resonate with your dream customer.
10Dream Customer Identification
- The wrong message attracts the wrong people, and the wrong people make the work feel like a burden. The guest spent years serving an audience he had not chosen and dreaded going to the office because of it.
- Defining the dream customer before writing any copy means the first people who show up are the ones you would serve even if you made nothing. That alignment is what makes the work sustainable at scale.
13Identity Shift
- The most durable identity names are 'I am' statements. 'I am a Funnel Hacker' is a self-description; 'I use ClickFunnels' is a software subscription. One creates belonging; the other creates churn.
- A customer who received a community t-shirt, never logged into the software, and still refused to cancel demonstrates that identity precedes and outlasts product utility.
- Identity reinforcement through swag and event sub-themes is not marketing -- it is community architecture. Every shirt and sub-identity label is a vote for who the member is becoming.
14Milestone Awards
- Tangible status symbols tap into the same mechanism Napoleon described: people will give enormous effort for a scrap of ribbon. The object is almost irrelevant; the recognition is everything.
- The Two Comma Club created a belief engine because community members could see peers, not gurus, achieve the milestone. Peer proof transfers belief faster than expert testimony.
15Scaling Achievement
- A hero's journey of achievement tracks what the member wins; a journey of transformation tracks who they become. Both need to be designed intentionally. The Two Heart Award for charitable giving is the answer to the transformation side.
- Progressive milestone tiers must be built before the current tier is saturated. The moment no one has anything left to chase, the future-based cause collapses.
Terms worth knowing.
- Attractive character
- The guide at the head of a movement -- the trusted person whose origin story, values, and presence draw followers in.
- New opportunity
- A categorically different way to reach a known result, as opposed to an improvement offer. Movements are built on new opportunities, not improvements.
- Future-based cause
- A vision of where a movement is going rather than a description of where it currently is. Functions as the rally call that gives followers a reason to move toward something new.
- Improvement offer
- A product or pitch framed as faster, better, or stronger than the existing option. Detectable by comparative adjectives. Cannot sustain a movement.
- Two Comma Club
- A physical award given to ClickFunnels users who have processed over $1,000,000 through a single funnel. Named for the two commas in 1,000,000. Functions as a peer-visible milestone that generates community belief.
- Identity shift
- The moment a new follower stops thinking of themselves as a customer and starts thinking of themselves as a member of a tribe. Engineered through community names, merchandise, and reinforced language.
- Dream customer
- The specific avatar you would serve even if you made no money from it. Defined by values and attributes before messaging is built.
- Expert Secrets
- A book by the guest covering the movement-building framework discussed in this episode. Available at expertsecrets.com or Amazon.
Things they pointed at.
Lines you could clip.
04:00
“They did not build a company, they built a movement.”
08:50
“Movement comes when the guide comes in and basically says, this does not work anymore. That is what gets people to move.”
13:30
“If it has er in it -- better, faster -- you have got an improvement offer.”
51:10
“I am the belief cheerleader. If someone believes they can do something, they usually do it.”
46:50
“Napoleon said man will give their entire life for a scrap of ribbon. They want an award. They want something.”
59:40
“If you are doing this for the money, you are going to stop somewhere because it is too hard. But if you really feel called to do this -- this is the path.”
Where the conversation goes.
04:58 – 12:11denseMovement structure (three core elements)
09:24 – 18:46denseNew opportunity vs. improvement offer positioning
09:24 – 12:11denseFuture-based cause and rally calls
27:12 – 28:15steadyDream customer identification
28:16 – 35:11steadyStorytelling at scale
35:12 – 46:16steadyBlank-fill slogan design
46:17 – 50:49denseIdentity shift and community naming
50:50 – 59:54denseMilestone awards and belief engines
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00:00It blows my mind. If anyone ever got this, that would be a huge success. Russell is the co founder of ClickFunnels, which grew to over a 100,000 users without a dollar of outside funding.
00:09Movement comes when the guide comes in and basically says, this doesn't work anymore. It's over. Like, here's the new thing.
00:14That's what gets people to move and to mobilize for something new. Russell Brunson spent years studying every major movement in history, religion, politics, and corporate.
00:235,000 of them showed his live events every year, some with his logo tattooed on their arm. Every single one of the movements, they all have three core things that were essential for the movement to actually happen. The first is there's a person, a guide, and I call this like the attractive character.
00:36Number two, the guide offered people what I call new opportunity. And the third thing is. Yeah.
00:42I love that. In this episode, Russell walks through the framework that he used to build the movement that makes people stop thinking of themselves as customers and start thinking of themselves as part of something bigger. This is one the things like I wish that somebody would told me this when I first got started my business.
00:55If I could start from scratch now, I would not have
01:02Russell, I'm so excited to have you on. I'm excited to be here too, man. Alright.
01:05So we're gonna teach you about how to turn followers into a movement. Give people a taste of what it's looked like in your life and business to build movements at scale. Yeah.
01:13So for me, it's funny.
01:14The first time I ever thought about this was before I launched, uh, my company ClickFunnels. And I actually was at a network marketing event. I was sitting in this room, there's like five or 6,000 people.
01:24And I was watching something that didn't make any sense to me. All these people are getting on stage, and they're talking, and they're crying, and I was kinda confused. I'm sitting here for like three days of this event watching it, waiting for them to teach content, none of that was happening.
01:37The guy sitting next to me, his name is David Fry. David, he kinda nudged me, he's like, do do you see what they're doing? I'm like, no, I have no idea what's happening here.
01:43And he's like, they didn't build a company, they built a movement. I remember saying that, I was like, it just clicked in my head, was like, oh my gosh, like, all these people here feel part of this company. It wasn't like, there's me and there's this company.
01:54They felt like they were part of this this thing. And about the times when we were building click funnels, remember thinking like, my company is software, which by itself software is kinda boring, and like Yeah. Sterile.
02:05Yeah. Maybe they're gonna use it and it's a tool and they'll be happy about it. I was like, I wanna create what they did.
02:09How do you actually create a movement? Where again, it's not my company or my software, like this is our is our community.
02:15This is our you know, like making it something bigger. And so I started trying to study like, okay, the movements throughout time that that had success, right?
02:22I was looking at like, uh, at like religious movements, and like those, and I looked at like political movements, I looked at businesses, and and then I looked at like really negative, like how do cults, and like, you know, things that normally I wouldn't have looked at, like how do they do it, and I I started looking at it, and over time I saw like they all had a very similar pattern.
02:38And so when we started building ClickFunnels, I started like just doing some of these things, and so we'll map out what those things all are, had a big impact. And I look at, you know, ClickFunnels now a decade later, like, we've got, you know, 100,000 plus people on our platform. We've got We do events.
02:52We get five, six thousand people to show up. People showing up, like, with our logos tattooed. We got people going crazy, like, like, people where it's like, they're part of this thing, right?
02:59Yeah. They call themselves, they have their own names, they call themselves Funnel Hackers, and it's like, it's so much different than just like, I have a software company that you could use if you want to, you know? And so for me, like, my focus, you know, have a business partner that focuses on software, I focus on how we build this community and this tribe, where it's where people feel like they're part of what we're doing, not, you know, just a just a a follower or an influencer.
03:18Like, it's it's like something more special. So that's kind of what it is, and it's changed everything. We've made you know, built a huge company because of it, huge community, and had a chance to serve tons of people as a That's amazing.
03:29And so I think we make it relevant for someone who's maybe at like half
03:331,000,000 a year in revenue and Yeah. They're really earning an incredible living as an educator. Yeah.
03:38But then they're saying, hey, I wanna take this to a much bigger scale. Like, how do you think about that?
03:42Yeah. Well, that's what this whole thing's about because, again, it's it's like and I see this all the time.
03:48People that are creators or they're building courses or coaching or whatever, it's like it's almost like teacher student. Like that's the the relationship, right? It's like, I'm learning from this person.
03:55And then the shifting from a movement is like is like, it's no longer like this relationship where I'm gonna teach you something, but it's like, like you're part of this community. You think about like, in, I think everyone in their life, there's certain like movements that they're part of. Like I was a wrestler growing up, and there's definitely like, there's wrestlers, like, this is who we are.
04:12And then, you know, my faith, like, we're, like, there's, like, we're these kind of people, and, like, it's like, if you look at those areas of your life, think about how you look at it differently. Like, don't, like, yes, there's my wrestling coach, and these these guys who I look up to in the wrestling world, but like, I'm a wrestler.
04:26That's who I am. This is my identity. And like and it's like that's the shift.
04:29You don't want people looking at you as like, oh, this is just my coach or my educator because eventually there's another coach comes along, or a different educator, or something like that, and so you can make a good living, but when you start shifting this where where like these become your people, it's your like bigger than that, that's when it it gives you the ability to grow faster and better, not necessarily by just buying ads, but by this community that that grows organically because of of who the people are.
04:54I love that. I'm I'm in. Let's let's dive How do we Alright.
04:58What goes into this? You've got a pyramid here. We've a pyramid.
05:01This is not a pyramid scheme, I swear. We have a triangle. Yeah.
05:04Have a triangle. It's just a triangle. K.
05:06So when I was going through all these things, again, was studying all these different groups from religious movements to business and everything. Uh, when I started doing this, I started mapping out, like, the pattern, and I saw that every single one of the movements throughout time that we're aware of, that we can see them, we can study, they all have three core things that were essential for the movement to actually happen.
05:22So first one, if you wanna draw the first one, the first is there's like a person, a guide, like there's Okay. In my community Can I do it, just do a stick figure? Just make a stick figure.
05:31Okay. I love stick figures. In my community, call these the attractive characters.
05:35So it's like, it's the person interacting with the audience. Right? Okay.
05:40You don't see big movements that don't have a head. They're just not there. Like, there's always Okay.
05:44If you look at Apple, there's Steve Jobs. Like, we know who that person is. Like, there's he's like someone we're looking at, we're following, like, there's there's always kind of that that person.
05:52Um, and so again, I call this like the attractive character, or the guide, or whatever you wanna call it. And my guess is most of the people who, again, are half $1,000,000 a year, uh, in business, this is probably what's the core thing that we're actually really good at. Like, I'm an influencer, I got a following, I'm a guide, I'm taking people on a journey, I'm helping them.
06:09And so that's kind of the first core element Okay. That all of them had. And again, think about religious movements.
06:14Like every major religion, there's a person. You know, you got you got Christ, you got Mohammed, you got, you know, whatever it is that there's always somebody that's at the front of it. Business the same way, cults the same way.
06:24Like Yep. There's always a guide. It's like a it's a universal thing.
06:27Yeah. And you just accept it and Yeah. It's for humans because it's like we connect with somebody, so and there's always like the leader of the movement.
06:33Usually the guy, like they're there's like they have their origin story. They've got There's things like people connect with that like draw them and get people to kind of follow the guide. Okay?
06:40Okay. So that's the first one. Number two, the next thing that that every single mass movement offered is they didn't offer a lot of people create offers to people and they they create, uh, what we call an improvement offer, like, I'm gonna help you be better or faster or stronger.
06:56And no movement led with an improvement offer. Um, every single movement throughout time in history, the guide offered people what I call new opportunity.
07:05Okay. You wanna draw a little dude there and have him like, pulling out something like a on a on a silver platter.
07:11So this is what's This is like probably the one that's the most confusing for people when I explain this, but it's like one of the most essentials. Like, you think about Steve Jobs.
07:21When Steve Jobs came, he's building Apple. So he's the guy, everyone's following you. Yep.
07:25And this is a new opportunity? Yes. New opportunity.
07:27Like when he came out, he didn't come to his audience and be like, alright, everybody. You know, I created a CD that doesn't hold 12 songs, it holds 50 songs. Like, that would be an improvement offer.
07:38People are like, okay. You know, instead he comes there and he gets in front of everybody, all the share shareholders, he's streaming to everyone. He's like, hey, guys, you know, this is a CD.
07:46It holds 12 things. He's like, we don't use it anymore. Out his back pocket pulls out the iPod.
07:51Boom. You got a thousand. Like, it's not a better version of CD.
07:53It's a completely new opportunity. Right? Same thing with the phone when he did the iPhone.
07:57It was it was not like, this is the better phone. This is like, okay, this is all these things and it's Yeah. It's a new opportunity.
08:03And so a lot of times, especially in the creator economy, a lot of times I see guides and they're trying to teach somebody like, here's a better way to do the thing. And I think one one of the problems is that's that's how business was taught forever.
08:16Like, when I was in college, I remember a business class, they're like, uh, if you wanna be successful, you gotta just build a better mouse trap. Like, that's what they taught everybody. It's 10% better?
08:24Sweet. Great. Yes.
08:25Go and sell it. Yeah. And But you look at movements are never created on that.
08:29Right? In fact, one of the books, there's a book called The True Believer by, uh, Eric Hoffer, is about mass movements. He talked about how, like, look at the way that governments and and even businesses work.
08:38Like, you you you start at this level and you slowly start sending up and you start moving to better positions over time. He's like, that's not how movements are born. The movement comes when the guide comes in and basically says, this doesn't work anymore.
08:49It's over. Like, here's the new thing. And that's what gets people to move and to mobilize for something new.
08:54Like, we came to to ClickFunnels when we launched it, I wasn't coming back and like, here's a better way to build a website. Here's a faster way to make a website. I was like, websites are the worst thing in the world.
09:03They're dead to me. Right. This is the future.
09:05It's called a funnel. Like, what's a funnel? They don't even know what it is.
09:08And they plug in because people love new. They want they want Mhmm. That that's what gets people to actually And you gave them the the tagline and the wording and all of that where someone said, like, yeah, I'm gonna build a website for mine.
09:18And and someone in your community Yeah. Could be like, oh, why would you do that? Yeah.
09:22That's Yeah. That's so five years ago. Yeah.
09:25Atrax, I got an iPod now. Right. Why would I do Like, that doesn't make any sense.
09:28Yeah. So those are the first two things. So there's the guide, there's new opportunity, and the third thing is the the guide is always offering what's called a future based cause.
09:38Okay. So, yeah, if you have somebody there, we could have them preaching or actually just looking into the future, uh, thinking about where they're going.
09:48So, um, it's interesting when I was writing this, uh, this is a couple political elections ago, when I was first starting studying this. I remember I was writing this, and I was trying to, like, I had identified the future based cause, I was trying to think, like, what's some examples I can share?
10:02And at the time, uh, I was working on this on my computer, and my TV was on on the side, but the the sound was all the way down, and it was during the elections. And I'm not a political person, so I'm not trying to get political, but I looked over, and it was Hillary and Trump were the two on the thing.
10:14Mhmm. And no sound was on, but I'm looking at it, and I was like, really interesting. I look over, and I see the campaign slogan signs behind their heads during the debate, and, um, and I look at it, and Hillary's was very present based.
10:25I think it was like, I'm with her, or And there's couple things like that. Mhmm. I was like, interesting.
10:29That's like a That's a very present based thing. And then I looked at, uh, I looked at Trump's, and it was like, whatever, Make America, whatever. Was like, a future based cause.
10:36Yep. I was like, I wonder if this holds true, like, backwards in time. So I went to Wikipedia, I was like, presidential elections from the history of time.
10:43And so went back and I started going, and I was looking at Obama. And Obama, his was like, changed. Like, he talking about his future based cause versus Right.
10:49Again, about political. Who's in ring? It's Bush or whoever whoever the other one was was like Yeah.
10:53Now I can't even think. This shows how much we care about it. Playlist in the comments.
10:57We don't even know. But I found that one. I went back I went back every single election back to the year I was born, 1980, and every single one, it was crazy.
11:05I had the the campaign slogans, and the winner 100% of the time ran on a future based cause, and the loser always had a present based cause. And so if you're if you're coming to your audience in your movement, you're like, hey, things are awesome here. It's gonna be great.
11:17Like, that does not get people to move. Right. It's this move, like, this is like, this is where we're going.
11:21Like, painting a vision, casting a vision for people, showing them what's possible where they're going is the transition. Right? When we started, again, launching ClickFunnels, the future based cause I started talking about was helping people understand wherever they are in their life, we're trying to get you over here.
11:38That was the your one funnel away. Yeah. Your one funnel away was was the thing where it's like, this is future based cause.
11:43Like, your one funnel away, we come over here, and it gives people, like, hope of something new. Because hope is what gets people again to move. Mhmm.
11:49And so when you have a business that incorporates these things, and my guess is for most people, they're probably doing at least one. Yeah. But most are here, maybe maybe one and two, but when you have all three of them, like, that's that's the thing that creates actual movement, where people are like, I'm going to leave the thing I'm doing now because I wanna be part of this.
12:07There's a there's a clear vision of what this looks like. This is completely new, and this is the person I trust to take me on that journey, and those are the things that that that have all the things. So you think about, again, if you think about any political movement, religious movement, whatever it is, you'll see it.
12:21Like, uh, for Christians, you think the guide, you've got Jesus Christ, new opportunity. Right? He's like the law of Moses is dead, here's the new law.
12:28Boom. You have future based cause. Like like, that's all that faith is.
12:31Right? Right. Just future based cause.
12:33Um, but then you can look at you can look at really, bad versions of this, right? Like, Hitler in World War Two, I was looking at and it's like, you have Hitler, right? New opportunity, like, they're, like, the German people are under oppression because of World War One, all these kind of things.
12:45Yep. And And economic conditions and all that, it was prime for him to come. Yeah.
12:49He didn't come in say, hey, I'm gonna make this a little better. We're gonna, like, try to lower the taxes. He was like, no.
12:53This what are the treaty of Versailles rips it up. We'll change everything. This is the new art.
12:56And like, people rally behind this. Let's go. And it's like, this is where we're going.
12:59This is the future and paints this vision, and people started moving. And so these things can be used really negatively or positively. Yeah.
13:05It's a very powerful tool. Yeah. And then we get to decide how we use it.
13:09Yeah. So when when you're building your company, you know, wherever you ask, it's like, okay, how do I start thinking about this differently? Like, how do I What's the language I'm gonna use about how I'm introducing my opportunity?
13:19It's even interesting because a new opportunity versus like an improvement offer, lot times the product doesn't change, just how you how you position, how you how you talk about it. Right?
13:29Because me saying ClickFunnels like, hey, it's website builder. It is. Yeah.
13:32And it's like, cool. That's a it's a better website builder. Right.
13:35The the keyword I would say, it's if you tell something's improvement, if it has e r in it, like better, faster, like when you try to pitch somebody your product, yeah, it's better than, ah, you got an improvement offer. Like we're we're just solidly in the 10% better Yeah. Or whatever.
13:47So it's like it's all in just like the positioning and how you frame it of like, no, this is actually a new opportunity. And like, this one seems like it takes the longest people to figure out, but when you figure that out in clicks. I was thinking about new opportunity.
13:59It's the difference of like, let's say I'm selling a car. It's like, here's a Ferrari or a Lamborghini.
14:05Those are all cars. Even though they're different, new opportunities like, no, no, we're not gonna drive there. We're gonna jump in a plane.
14:09Like, that's it's a new opportunity. A different way to get the end result that someone's trying to get. So that's the core the core pieces.
14:16Okay. So what we've got here, the guide,
14:18that's, uh, the the key player in here. I think every creator has that.
14:22New opportunity, I wanna dive into that maybe with a specific example for a creator. And I think the future based cause is so important of like, what are people aspiring to? And that's where, like, I am not a Trump fan at all.
14:35But like, you have to from a marketing perspective, you have to look at like, Make America Great Again is such a good slogan. Which he stole from Reagan, which I didn't know that until I was going through. And that was Reagan's thing back in Uh-huh.
14:46Whatever it was. He literally that was his thing. Well, that's the only thing.
14:50Like, the number of times that throughout history that someone is just like, that works. I know. A copy paste.
14:54I was running for a politician. I just looked at the old ones like, oh, that was really good. Right.
14:58And you're like, oh, it looks like we're running on Teddy Roosevelt's platform. You know? It worked before.
15:03It's gonna work again. So if we make this really tangible for creators Mhmm. What I'm thinking about is, does someone come to mind who implemented this?
15:11Whether well, like, maybe before they were just they were an educator Mhmm. And they they switched into the guide mentality. Does anyone come to mind that Yeah.
15:19I thought of there's two guys in my space, Ryan Lee and Brad Gib, and they're financial planners.
15:26Okay. Which is a very I love those guys.
15:30They're listening. It's a boring business. Like, okay.
15:32They, you know, and they're like, how do we turn this into a movement? So, again, they became the guys. They became these experts, they they spent a lot of time developing themselves as that person.
15:40Right? Future based cause. So over here, they started thinking about like, what is the end result?
15:45Like, why does somebody get financial planning? Mhmm. You know?
15:48And why do they wanna go and buy insurance? Whatever that thing is. Right?
15:50You think about like the end the end goal. And a lot of people think, well, it's for stability or it's because if they Whatever their thing might be, right? And they spent a lot of time on this, finally realized it's like, the people that The customers who were putting money into into their thing, what they actually wanted to do is they wanted to be free.
16:07Like, they were very much, like, security driven. They wanted to have freedom.
16:11Like, freedom was the the core value that people had. Mhmm. So they built this whole future based cause.
16:15Was like, live rise up and live free. So it wasn't like, invest some money with us and whatever. It's like, no.
16:19Right. Invest some money. Within ten years, you will be free.
16:21Like, that's the future based cause. So we're gonna rise up, you're gonna become free, free from finances, from all that kind of stuff in ten years or less. And so that became this future based cause.
16:30Mhmm. So now they're like, Houston Vest with us. They're coming in saying, hey, guys.
16:33You come with us. We're gonna build a plan, and within ten years, the shackles are gone.
16:37Future based cause, this is where we're going. Right? And people were so excited because it's like, I can see that.
16:42Something that I'm noticing is these future based causes tend to go abstract. Mhmm. Like, as an educator, we're like, here's the concrete.
16:48Here's the step by steps. Right. And the, you know, rise up and live free, you're like, that could be about all kinds of things.
16:54Yeah. But so long as you you like, within finance, it makes perfect sense. Yeah.
16:57Right? Usually, it's interesting because like, a lot times you'll find this based on the value of the guide. Like, what I found is true for, at least for me and most people I work with is like, um, whoever the the guide is, like, the things, the values you have that are kind of out there are the reasons why people are attracted to you.
17:14Right? And so, I think a lot of the times, uh, when you when you folks are like, like what are the values of the guide? Those your your your followers are gonna follow you for the same values.
17:24Like people who follow me, they follow me because they like my business ideas, fact that I'm a family person, they like that I'm married, they like that I'm Yeah. That I follow my faith. Like, they they fall based on similar values.
17:34Checking out what's the value that people are following me for? And then based on that, usually the future based cost comes out of the value. Right?
17:41It's like, this is the thing that means the most to me. Like for me, freedom wasn't my number one value.
17:46That's not why I'm in business. Otherwise, I would retire a decade ago. Like for me, it's creation.
17:50Like I love, uh, like I feel like what I do is a is a calling from God. And so I I tell people that.
17:55So my A lot of my future based college is just Is I'm explaining to people like, if you're if you're drawn to this conversation, like, I believe it's a calling from God. And he wants you to change people's lives.
18:04You've been called to serve this group of people over here. And that's what you gotta do. So like, that's what I believe for myself.
18:09I share that and then that's why people come to me because they're like, I feel the same way. Like, I feel this like, this weird pull where I can, like, I don't know if I wanna be in business, but I know I need to help these people, and so I feel like it's a calling. And so I share that future based cause with people, that's what connects them with me because it's the shared value I have with them.
18:25Mhmm. And I can build the future based cause based on that. The running, I love that, and I wrote down Origin Story as well because you'd mentioned that.
18:32Right? It ties in, you know, who are you? Like, don't try to become someone else.
18:36Yeah. You know, find those core attributes, your values, your origin story, all of that. Yeah.
18:40And you might choose things to amplify or say like, oh, actually, that's a good part of it. I I should tell people that. I should tell more people this more often.
18:47Yeah.
18:48Now if we get if we take the example of financial planners, how would you frame the new opportunity
18:54Yeah. Within that? Cool.
18:55So like if you look at core finance, like what financial planners are doing, they're all selling the same thing, right? It's like, for the most part, it's like, here's insurance. Like this is what this is what it is.
19:04So like, when you go like, hey, we have insurance. And like, I I hear I have friends who are I have every of my friends who does insurance pitches me out when see them. So they're all like, oh, well, our company's better.
19:12We've been around for a hundred and fifty years and blah blah blah. Oh, my company's better because we're newer and we can that that, you know, like, that's all the the things that they're always fighting. Yeah.
19:19Incremental. The reason reality is like, I don't care, like, I didn't care if your company's been around for a hundred and fifty years and whatever, even though like, that's the thing they're driving down on. So look at Brad and Ryan, when they built their future based cause, they never talk about insurance.
19:30Like, I didn't even know, like, invested all my money with them. And so what they brought to me was a vehicle that got the future based cause. Like, hey, we have a process in the system, um, and they did, honestly, they kind of explained it, but I didn't even wanna know it.
19:43Just, I wanted this, right? Yeah. And so they came in and said, this is the way we do it, there's a process.
19:47And so they have like, they have their their system and their whatever, but I don't remember on top of head exactly what they called it. Right. But that's what it was.
19:54And when you look at like the mechanic, you opened up, it's like, okay, you're gonna invest in insurance, and then from there, we're pulling money out, and we're gonna put it into real estate, and then there And there's this whole like, their unique mechanism they went and created, right? And they had a unique name for it, a unique framework, and that kind of stuff.
20:09So that was the opportunity. You can invest in insurance with every other financial planner, or with us, you get the, they're gonna kill me watching this. I can't remember the name of the top of head, but it's something that they package unique.
20:19Yep. And yes, insurance is a piece of it, but it's a whole process, it's a whole step by step thing that walks them through everything, right? Where it's different, it's unique, it's not the same thing everybody else is doing.
20:28Hey, so I got a comment the other day, which was, what do you actually do? They've been listening to the show for a while, been enjoying the content about growing a creative business, but didn't understand what I do, and they thought, maybe you're a full time podcaster. They didn't realize that this is the side hustle.
20:41My main thing is building Kit. Kit is an email marketing platform for creators. I think one of the groups that should really pay attention to and start using Kit is anyone who's grown a lot on social, but doesn't own that audience.
20:52Kit is built for the creators who mean business. So those are the people who have gotten a bunch of attention on social and then turned it into a sustainable business with a diversified revenue stream, automations, a team, and more. So if that's you or you wanna become that type of creator, go check out kit.com and learn what we can do for you.
21:10I think the big thing that stands out to me is that it's it's not incremental. Yeah. And so I think it's a great call out when you're putting your offer together of looking for that, the ER.
21:18Right? Better, faster, stronger, whatever. Yeah.
21:21But that's not what we're going for. Transformational. Yeah.
21:24For sure. Like that. Those are core pieces.
21:26And I said, they're so simple when you hear them like, that's really really simple. But most people never talk about it, it's like they never share this stuff with people. They're just selling the better version of what everybody else is trying to make .
21:36And so because of that, they get stuck at a couple $100 a year Versus like, how do you get it where people plug in this and all of sudden like, they're sharing the future based causes with the people. Yeah. Like, hey, I'm one funnel away.
21:46Hey, I'm gonna rise up and live free. They're telling their friends like, hey, I'm I'm met these guys, and they're helping me to like like live free. In ten years I'm be I'm gonna be debt free.
21:54Right. Like that's the that's the message that gets amplified, right? That's the one where they're to party with their friends and and they're telling like, oh, met this guy.
22:01I'm following this guy and he's got this thing. And I'm, you know, and like that's what that's what creates that, the viral rip like, viral effect, whatever you wanna call it, it creates a movement.
22:11Because if you try to if you try to rely 100% on your own efforts to grow movement, it's hard to grow. Right.
22:16If you try to do just a 100% based on ads, it's gonna be really hard. It's really identifying and figuring that out is then when people come in and then How do you make it spread? Move it, yeah.
22:24Yeah. And it's one of those things, like your ultimate product has to be good. A 100%.
22:27And
22:28we have to be creating a transformation in people, but there's so many things. There's so many fundamentals in life that you have to get right that you can help people with any one part of this.
22:36Whether it's their finances, their fitness, relationships, any of those things. Can get them into a pretty incredible future based state that they would love
22:45to tell all their friends about. Yeah. And you just have to package it correctly.
22:50And then especially when they start getting some success with the product you're offering them, and then people are what are you doing? Well, you know, versus like, oh, I have this I'm doing financial planning.
22:58Like, oh, I know what a financial planner is, and it just dies. Versus like, you know, I'm three years in, I'm gonna be ten years, I'm gonna be deaf.
23:04How did you do that? Tell me how you did it. Well, I got this guy, boom, and brings him in.
23:08Yep. I like that. I'm gonna put transformational
23:11here. That sounds good.
23:15Transformational is too long, so we wanna transform. We're just going we're transforming.
23:18With but that's a new opportunity. Okay. This is fantastic.
23:22Now you have other things drawn right here. Yes.
23:26We've got we've got a podium. We've got a stair step. All sorts of really cool stuff.
23:29Where are we going? Okay. So
23:32again, this is the core, like, underlining premise of the entire thing. Like, again, as I'm studying stuff for real quick funnels, I'm like, okay, these are the core things I'm gonna be weaving in.
23:40But then there's like the tactic like, well, how do you how and where do these things Right. Start showing up. Right?
23:47Okay. We both draw on doodles. Do wanna draw a dude right here?
23:49I'll draw a dude right here. Alright. So we've got a customer right here.
23:55Not just any customer though. This is like your dream customer. So the dream customer is gonna have blue hair, think.
24:01I like it. But this is one of things like, wish that somebody would told me this when I first got started in my business.
24:07I remember I was probably, man, four or five years into my business, and one one morning I woke up, I was laying in bed.
24:14I remember laying there, and I was like, I wish I had a boss so they could fire me, if I didn't go in the office today. But I didn't, was me.
24:20Right. And I remember, like, driving to the office that day, and was like, why am I so miserable? Was like, I don't love my customers.
24:27And what happens, I just created a product and started selling it, and then people started coming to do it. Like, I didn't think about any of the stuff initially. And so people started buying it, and like, the people who bought it weren't who I would've would've chosen to serve or to work with, and it was just like, it was such a horrible thing.
24:41And I remember, um, because I was going through this whole process, and I was like, if I could serve from scratch now, like, I would not have picked these customers. And I think part of like, the messaging I put out brought the wrong customers in.
24:51And so I remember getting to the office that day and sitting there like, like, who would my dream customer actually be if I could pick that person? Like, if I could draw them out?
24:59And, uh, so I did I did some qualms, like, thinking about like, if for the men I wanna serve, I was like, they they used to be an athlete in a past life, but now they're, retired, they're for more. I'm looking for somebody who's who's driven, who's, uh, who's had some success, and and, uh, maybe coached somebody, and he had that feeling of, like, he had some success, and he wants to give back more.
25:16And, like, I'm I listed all these different attributes, I remember I went to Google images, and I typed in all of I just copied and pasted in and clicked submit, and all these faces popped up. I was scrolling through, I'm like, ah, and there was this guy.
25:26I was like, that's the guy. I clicked on it, and I printed out, and I wrote Mike on top of it, and I put it on my wall. Like, there's Mike.
25:31Like, that's that's the guy I wanna serve. And then, I was like, who are the women I wanna serve? And I had the same thing.
25:36Was like, well, want I made all these attributes. Went to Google images, posted in there, scrolled through, I found this picture, and I was like, that's her. And I printed it out, I wrote Julie on the top, and I pasted it.
25:45So I had Mike and Julie like my dream customers. And I knew what was important to them. And I was like, okay.
25:50I'm gonna rebuild my business. So I literally, I just stopped talking to my dream customers. We didn't have any content.
25:55They'd already bought products. I was just like, I'm not gonna We're not buying more ads. We're not gonna try.
25:59I'm gonna build this new thing. And what was crazy that came from this exercise is like, I realized that everything I was selling right now, Mike and Julie would never bought it. And I was like, the thing that I wanted to create, I was like, in fact, was it was, um, my first Not like a real book.
26:13My first book I put together. Yeah. I was like, I wanna show people, the the thing I wanna geek out about is my split testing.
26:17Like, we split tested every page, every I have so much cool data, and if I show my current customers, they'd like, why are you showing me this? I was like, Mike and Julie would freak out about that. So I took all my split tests that we've done on a 108 different split tests that we had won.
26:29I put them in a book, and I, again, I sent an email to my existing customers. I'm like, who wants to buy this book? We sold like three.
26:34I'm like, ugh. From like, probably 60,000 subscribers. I was like, ugh.
26:38I'm like, well, I'm gonna put it out there, and we started buying ads and going stuff, and what was crazy, because I created the bait that would get my dream customer, and I started putting it out there. The people who started buying this book were different people.
26:48I didn't realize it at first, and I remember at the backside of that we did an event, we had a 100 people come to it. I remember, in the past if I did events, I'd kinda hide in the back, so I was like, uh, I don't know if I wanna see my I don't wanna talk to these guys. This time I went out there, and I was like, every one these people I would hang out with.
27:01Like, they were like my dream customers. We're geeking out about these nerdy things, and it was like, those are my dream customers. And so I always lead with that, because you can attract people easily.
27:10You've got the right message with the right people, but Right. Understanding that,
27:14spend time figuring out like who do you actually wanna serve. Who's the person like, even if you made $0, you would still wake up every morning pumped to serve them. If you figure out that first, like that's that what makes all the rest of the stuff actually work, so.
27:25The trap that I I think you're talking about and I see people fall into is they see they say, I have message number one, and that brought in x number of people. And message number two, and that brought in y number, you know, or x plus 10% or whatever. So the second message is the better one.
27:40Yeah. And what you're saying is like, follow that to its logical conclusion.
27:44Are those the people that you wanna be in a mastermind with? Yeah. You know, serving, like answering support tickets for Waiting short.
27:51If you're serving the wrong people, it's not a happy existence. That's the thing. Someone asked me like, why I haven't sold Kit or why I don't want to.
27:58I'm like, I get to spend all my time serving my Right? Dream It's like, it's all of my favorite people.
28:04You know, all these authors and creators and like, just love hanging out with them. Yeah. But you can absolutely get into the other markets where there's plenty of people who have tried to buy kit over the year, like tried to become a customer Mhmm.
28:15Or have,
28:16and then they're like, okay, now you need to go build all these things. I'm like, I don't I don't like, I don't want to. And they might be like, there's great revenue there, but it's like, it's not Yeah.
28:25It's not compelling, it'll take us in a totally different direction. For sure. You even, you know, off camera, you told me how a feature that you didn't even wanna build because you didn't believe in it for your customer.
28:33Like, even though everyone like, it'd it'd probably make you a ton more money, you're like Right. That's not what my dream customer should not be doing. I disagree with it, therefore you didn't do it, which is like super cool.
28:41Yeah. I love that. Okay.
28:42So we have the dream customer. Where do we go from there? So now I look at this.
28:45I think about, we talked about politics earlier, future based cause, but I think about this like, when you come out there and you become this guy who wants to go and speak to people like, you're not the only voice. Mhmm.
28:56There's there's If if you're in the weight loss industry, there's 500,000 people shouting from Instagram and YouTube like from the top of their lungs, like campaigning for your dream customers.
29:06And so we as drop person here like as if they're campaigning Okay. For the dream customers, and just realize that they're competing with a whole bunch of other people.
29:12Right? Do they do they have a sign? Yes.
29:15They do need it. Let's give them a big old sign.
29:18Here's the sign. Their their arm got long enough to hold the sign.
29:22I love it. I was thinking about this during political season because we're we both live in Boise. It's like, you drive down the street in Boise and you see all the signs, the signs are like, the person's last name with the year.
29:31Yeah. I'm like,
29:33like
29:34I know what year it is. Who did you spend? Like, who did you hire?
29:37Like, please hire me. Like, like, what is the future based cause that's gonna get this dream customer to move towards you, right? Right.
29:43Yeah. What transformation are you creating? What what new opportunity?
29:46All of this. And it's like, and your thing is like,
29:48Barry 2026.
29:50You're And like there's like 40 different names I've I've been driving down. I'm like, I don't know what any of you guys believe. We like, what's in it for me?
29:56Like, we could make so much money if we're speaking political marketers. Anyway, I I kinda wanna I kinda wanna run for like a big political office just to win, but I don't wanna I don't wanna do it. Like, okay, you can have it back.
30:06I just want to prove to you that marketing works. Okay. So here's the thing.
30:10And so when I started thinking about this with with with my business, right, when we started going after our dream customers. So for me, it's uh, these are, uh, impact vision driven entrepreneurs who, um, who feel called to change lives of customers.
30:22Like, that's who my dream customer is. When I looked at my avatar, um, that was the thing.
30:26So I'm like, what is the messaging that's gonna cut through all the ways to get these people to come to me? It comes back to some of these things here, right? It's like, it's a blend of like your future based cause, your new opportunity.
30:35And I remember we we didn't have this for a long time, and it was, uh, I think it was our second or third event, our Funnel Hacking Live event.
30:43I was in ClickFunnels writing the headline for the event. And, uh, the way I write headlines, I look at, uh, swipe files, other people's headlines and stuff to discuss ideas. And there's a guy, one of my, you know, one of the the legends in the advertising space named Gary Halbert, he had this headline he wrote one time that said, um, you're one sales letter away from being rich.
30:59I was like, oh, that feels really good. So I remember at the top of my top of my, uh, the page, I was like, you're one funnel away from being rich. And I was like, yeah.
31:06And then I was like, like, my dream customers, like, yeah, they probably wanna make money, but most of them, like, that's not their driving force. It's in in pursuit of something else.
31:15Yeah. I would've got some people to come to me, so I like to leave that. I was like, we're one phone away from more impact.
31:19I was like, there's a segment that's the right thing, but some people maybe not. Like, one phone away from firing your boss. One phone away, and I had always different things I kept trying.
31:26I remember deleting them all, and then I was sitting there, and the headline said one fun away dot dot dot. And I was sitting here, I looked at it, I was like, oh, like that's my campaign slogan.
31:34If I was gonna be campaigning for my dream customer, you're one fun away, like what does that mean blank. Yeah.
31:39Let them fill in. And so that became my my big rally call. So one funnel My handwriting is way worse than yours.
31:48That says one funnel away. I like it.
31:51But that became, like, the rally call for all my people, you're one funnel away, like Mhmm. And try to get them to start coming to me, and helping cast this future based vision. Right?
31:57Of like, this is for this is for you. It's like, you know, and again, depending on when my dream customers are coming to me, they're everyone's at a different time point in their timeline.
32:06Right? You probably have same thing with Kit. People come in, I don't have any newsletter.
32:09Right. It's like there's a different message for them. So it's like you're one funnel away from from freedom, from whatever your thing is.
32:13But then other people who've got a bigger business, like there's a different thing, and so How do I break through a million in revenue? And it's like Yeah. Well, you're one funnel away.
32:20Right. So for me, like, this became the rallying call, but if you looked at my social when we first came out, like, it was me telling my One Funnel Away stories. I was like, I remember when I was broke, and I tried this, and this, and this, and then this potato gun DVD.
32:32This was the first one I put together that worked. And I made some money, like, was my first one. I shared that, and then the beginners who were like, oh, I've been in that same spot.
32:39Mhmm. And that one full way story resonates with them. But then a different reel or YouTube video whatever, I'm telling a completely different story.
32:44I'm talking about like, hey, was growing my company, we were stuck at a million dollars a year for like five years in a row. I couldn't figure it out. And then we created this funnel.
32:51This is how we launched it. And we told it, and we went from a million to 10. Right?
32:55And then that, there's a different segment of dream customers who hear that and they come in. Other ones talk about impact. Ones where like, I was able to like, be at every one of my kids wrestling matches because I evergreen to funnel.
33:04And I was one funnel away from spending time with my kids and never missing a single practice. Then, like, so it's just like every variation of how this lived out in my life as the guide, and then sharing those stories over and over consistently, it's just grabbing different segments, these dream customers, like, that's the vision.
33:19That's the future that I wanna be only a part of for myself. Yeah. That makes perfect sense.
33:23And then you you end up with almost endless stories. Yeah. Because you can tell all of your stories, and then as you create transformations with people, you can tell their stories.
33:30Yeah. You just keep coming back to that one thing. Yeah.
33:33It gets better. It's it's interesting. Like, I've had people tell me, like, I don't have that many stories, I'm gonna get bored after a little bit.
33:39And it's like Mhmm. The goal, like you said, is a 100%. It's like, there's value in you telling your stories, but there's way more value in you telling your customer stories.
33:45Yep. And then there's even a third tier to that is like, so like for me, for example, it's like, I've got a million stories of me building funnel.
33:52I stopped telling most of my stories back in the day because it gets annoying to keep in mind. We had so many so many, uh, students, so I started sharing those like you said. But what was interesting is like like a good example is, uh, Brandon and Caitlin Poland.
34:03So they came into our world. Uh, they built a couple of funnels to help women overcome weight loss. And in those funnels, I think at the time, uh, before they sold the company, had like 1,300,000 women that joined their list.
34:14They had hundreds of thousand success stories and things like that. And so then almost my the stories I share, it wasn't just like Brandon and Caitlin. Was like the success stories of their students.
34:22Like, I'm like Yeah. These people's lives were changed because they did you know?
34:26So it's like it's going like three levels deep, when you get there, it just, again, it keeps bringing more and more of these people into into your world. Well, we live in this world where,
34:35like, all the entrepreneurs that we're serving are people who may have started down the path of business because they're like, look, I need to create this transformation in my life. I would love to not be stressed about a mortgage or whatever else. Yeah.
34:45But they pretty quickly meet that bar, and then they're all about the transformation that we're creating. And so when your messaging is about that Yeah.
34:53You know, and the future based cause and all that, it's like think of the impact that you could have on 10,000 people or more Yeah. Then yeah, everything gets so much more clear. And it's just it's so much more compelling.
35:03It makes it makes it so much more fun. Come back versus like, what's the ad copy for the next thing I gotta write versus like Right. Let's talk about these cool Anyway, it's just But I think that So the thing that's most interesting to me about this Mhmm.
35:16Is not only that it's, you know, about the new opportunity and and that that new future, but that you actually made it way more compelling by making it more general, by letting people fill in their own things.
35:29Like if you were to go with probably a bunch of the political sulligans, like going back to Trump or Reagan or whoever, right, Make America Great or it doesn't say anything about how.
35:39Yeah. And it lets you fill in the blank. Yeah.
35:41Which is interesting on a from a marketing perspective, almost always, specificity or niches are better.
35:50And so this is like an interesting place where it's like actually specificity is not better. Yeah. You could let the you cast the vision but then plug it in.
35:57Yeah. Yeah. I I mean, I was thinking about that with when the year Obama won, his his campaign was changed.
36:03Mhmm. And it was the same thing. It's like it's like everyone everyone just wasn't happy where they are.
36:08We're telling people are ever happy where they are. Right. Thing was simple, but everyone had a version of like, oh, think when he wins, change means this, or I think it means this, or I think it Everyone had their version where they thought change would mean, which is why he won.
36:19I think it's very similar here. It's like, if you were to ask every one of my clients what one funnel we meant to them, was different, you know, and probably different times of the the life too. Yeah.
36:27Yeah. Yeah. So the other thing that I noticed about it as a slogan
36:31is you don't outgrow it. Mhmm. Because you always want like, it's human nature.
36:37We we want things to change. We want forward progress. Yeah.
36:40And so, yeah, you're one funnel away from not being stressed about your mortgage. Well, two years from now, might be one funnel away from actually being able to feel like I can be present at my kid's soccer games. Right?
36:51And that goes And from also, it's like, a big thing I think is like also living this yourself because
36:56I told you we had some up and downs the last couple years, and in in I rallied my team like last December. Was like, you guys, the message I've been preaching for the last decade, if you want follow me, are we. Like like, we're one funnel from changing our future, what we are as a company.
37:10And it's I I mentioned to you earlier, in January, we launched a new challenge called the one funnel or the one common club challenge. That was a funnel, and it launched, and it crushed. It's like the first thing we've done, like we've had a lot of, again, funnels that we've been trying the last couple years, and that one hit again.
37:22And I told my team afterwards, I was like, I told you guys, like, we're one funnel away just like everybody else. Like Right. Different levels of scale, but it's like, the exact same thing is true.
37:30So like if you're living it, then I can go back to my audience that and then be like, oh, we should rally and do it again. Know, like remotivates them. So if you Chris and you don't outlive or It doesn't matter where where in the the continuum you are, it's still just as relevant.
37:42Yeah. I love that. Okay.
37:44So where where do we go from here? Okay.
37:46So people hear the rallying call of the the leader. They decide to come and follow you. The first thing you gotta do after somebody comes, uh, into your world is you have to give them an identity shift.
37:55So let's draw a little person here. I can draw a blue cape on him. Uh, okay.
37:59What what's this person doing? This person's Are they shooting looking this direction.
38:04How do make stick figures look the direction? Well, I tried on the other sheet and I wasn't sure that it, you know. That's pretty cool.
38:11Work. I'll give him a huge old cape.
38:15I like it. Yeah. They're flying.
38:16And then this this is our leader. So I'll label that. Cool.
38:21And this label
38:22identity shift? Yeah. Okay.
38:24We'll go. So this is our dream customer. So the dream customer heard your message, followed the leader, and this is what people do is like, you get somebody, here's a message, they come on Instagram, they follow you, and then you kind of let them let them go.
38:34Yep. And then you're like, now they're gonna follow me passively for a long time, maybe they'll buy something somewhere in the future. What we try to do is is as someone comes into our world, it's like how do we give them an actual identity shift?
38:44Um, and there's so much behind this. We go deep in the psychology of it, but the biggest thing is like, if you can shift their identity, this is what we I mentioned earlier, don't want them thinking that this is my business and their customer, I want them thinking that this is us.
38:57This is who we are. And so this is something I kind of stumbled upon. Uh, very first webinar I did to sell click funnels, uh, I created a framework called funnel hacking.
39:06I was like, here's the funnel hacking, I kind of showed this thing. And then what was crazy is in the comments, uh, after the event, people would start doing it, and then they'd go in our in our, uh, Facebook group, and they're like, uh, what's up funnel hackers? Hey, I'm funnel hacking.
39:17And they start they started they that was the word they started using first. I was like, oh, that's kinda catchy. And they started calling themselves funnel hackers.
39:23And so I I went immediately, and I had my designer make a t shirt that said funnel hacker. Right. It had three dots underneath it.
39:28And so I I wore the shirt and on the Facebook live, people were freaking out, I want a funnel hacker shirt. So like, we started shipping them out to people, and and then I was like, wait a minute. I said, what if everybody who came into our world, we almost like a superhero, like, superhero puts on a cape.
39:43Like how do we make it so it's like, they're coming in normal as one person, we get them to put on a cape where they're identifying with this thing that's bigger than them.
39:50And so we had it set up when someone joined a ClickFunnels account, we'd ship them all a t shirt. Well, so I remember something specific. I've gone through your onboarding Uh-huh.
39:57And what I remember because from a software perspective, I'm trying to study everybody. Right? Yeah.
40:01It would be if you went through the onboarding and completed these specific onboarding steps Yep. Then you got a t shirt. Yep.
40:07And so it was like, it was almost in the identity shift. Like, you made them do work. Yep.
40:13And now it was work that would make them successful, create this new opportunity, adopt the product, like all of those things. Yeah. But it was like, oh, man, I I earned that.
40:20I didn't get that for free. I earned the shirt. Yeah.
40:22Exactly.
40:23And it was such it was such a big thing, so we shipped the shirts out. And I remember we did it for two or three months, and it gets expensive because you're printing a shirt, shipping it Yep. And they didn't pay for it.
40:30They just They had to set up a trial, but we're sending them a shirt. I remember my accountant's like, oh, he's like, you know, you know how they are. Like, duh, this is just like wasting money.
40:37Why are we doing this? It's so stupid. These founders.
40:39Yeah. And I was about to cancel it, and I remember somebody, I don't know who it was, I wish I could go back a decade and find it, but they sent me a message and it was this guy and he's like, I joined ClickFunnels, whatever, three or four months ago. He's like, I've never logged in to the software.
40:52He's like, I got the t shirt And I feel like I'm part of this tribe and this community. And he's like, I'm never gonna cancel because like, this is like my This is who I am now. And I was like, oh my gosh, like that's so interesting, right?
41:07So I was like, no, keep on shipping it. I think we've shipped, I don't know, probably probably close to, I don't know, half half a million or more shirts we've shipped out.
41:15Wow. I get pictures of people all the time who are like, my friends like, I'm in Bali and there's some dude riding a bike wearing a Funnel Hacker shirt and they send me pictures. I'm at the gym in, you know, in Dubai, and there's three funnel people walking around.
41:26It's like, you know, I'm on a plane, and so like, you give it in this like, literally like a uniform. A couple things we learned. Um, so I started sharing this with with, um, with my dream customers when they were in it, and one of the first people did it was, uh, Brandon Kane Poland.
41:38So they're they shifted the name of their company because of this. Because they're like their company at time is called Tool Time Trainers.
41:44That was her last name. And, um, and she's like, no, that's not an identity. That's that's me.
41:48That's a business about me. She's like, if I'm trying to get like people, I gotta So change they changed it to Lady Boss.
41:54Then And they made shirts. And they tried a bunch They they were They made a lot of money selling swag and merch and stuff, but one the things they they found that I had done not knowing because my shirt said Funnel Hacker. They tried a whole bunch of ones, and the ones that said Ladyboss were the best.
42:07They said the reason why is because it's an I am statement. I am a Funnel Hacker. I am a lady boss.
42:11I am a And so if you can if you can have something like that where like it's a self identified, like this is who I am, that worked better than some fancy quote or some funny thing or just your brand. Yeah. If I had ClickFunnels, like I am ClickFunnels is them.
42:23I'm a funnel hacker. This is this beyond It's identical. I happen to use the software, but this is who I am.
42:27This is the the thing. So I'm thinking about,
42:30like, what we've done with Kit that has worked the best and shirts or things like that. We've put, like, values statements on there. Two that we've done a lot of is like create every day and teach everything you know.
42:42Mhmm. And those people wear all the time and they love and all that. We have not done anything related to like, a kit creator is not branded in some way.
42:53Creator is the term we use the most, but that's universal. That's not specific to Kit. Yeah.
42:58So maybe first, like, how important is it to have that I am Identity. Identity statement?
43:04I think it's big. I mean, I look at even the other businesses we're launching, like, uh, we have a bootstrap business. It's like Bootstrappers.
43:11We have a personal development business, um, they call themselves round pegs and square holes. Like, it's it's things like that where they can self identify. It's like, this is who I this is who I am.
43:21You know what I mean? Yeah. So in that, like, we've done a lot with the phrase I am a creator.
43:26Mhmm. Especially
43:28back like 2018, 2019 when that wasn't a common phrase.
43:32Now I feel like it's so common Uh-huh. That it's not ownable. Yeah.
43:37I don't know. Does anything come to mind of like You should run something
43:41like a survey to your audience and get them even like like, hey, guys. What would you call yourselves that's Mhmm. That's different?
43:47Again, I always think about if some are easy because, Bootstrap to Bootstrap is is an easy one. Right.
43:54Funnel Hackers was was more like, you know, the the community drove drove it. Round Pags and Square Holes is is I just heard that quote.
44:04Steve Jobs did not make that quote, he's Everything thinks he did it because it was the Mac commercial, Round Pags and Square Hole. We had one of our, for our hiring coaching program, one of our guys gave gave a testimonial on video, and I remember he was talking about it, he's like, he's like, this program is not easy.
44:20It's hard. He's like, but if you're one of the 1% crazies, this is perfect for you.
44:24And I was like, 1% crazies. So our identity for our coaching program is a 1% crazies. So everyone gets the t shirts that says, 1% crazies.
44:31And they're all like, we're the crazies. And like, and they came from just a testimonial from a member who said something and a phrase was like, I am 1% But again, it's identity based. Yeah.
44:39Like the the brown peg square hole, it's an identity Yeah. Based thing, so always looking for that. Yeah.
44:46Seth Godin is this line where he talks about
44:49in your tribe, right, movement tribe, all of that, it's people like us do things like this. Mhmm.
44:56And so it's like, okay, well what's the you know, what are the common traits? And I think for our audience with kids, our customers are the people who are deeply invested in their community.
45:08Right? They're building valuable businesses and it's not just valuable for for them and their family, but it's like we're creating a business that provides real tangible value, like we're investing in our audience.
45:18So it'd be finding something
45:20like that's not it, but finding something that Yeah. Can play on the identity there. Yeah.
45:24Everyone wants to come up. Like a big part is like going back to your dream audience, and then getting the testimony of the guy saying that. Just like, oh, like they already Your people already feel that identity.
45:33I was telling you before, I heard a pod A YouTube video this weekend where the guy was like, my kit newsletter's like, he's already identified. It's not an email newsletter site. His newsletter's this kit newsletter.
45:41Here's Right. Your people are already identifying with you. I would just like listen to what they're saying to to try to find something that can turn to an I am, boom.
45:48And then it becomes an identity. Then and then you wrap it in, event's called Funnel Hacking Live. It's where Funnel Hackers come together.
45:54You're reinforcing all these points. Yeah. Keeps coming back together.
45:56And then, uh, you come to Funnel Hacking Live, and like, again, we, uh, There's so much swag that we give away. Like, every presentation I give, there's a t shirt that goes with it. It's an identity thing.
46:05Oh, wow. Like, we did a whole thing about building funnels, and we get that Again, I I build funnels shirts.
46:10It's like boom tonight. I build funnels. And we did When we released our our email marketing stuff Yeah.
46:15We called them follow-up funnels. Like, I build follow-up funnels. And people were like, I build follow-up funnels.
46:19And so, it's always like trying to, like, reinforce the identity and the sub identities. And then my mind, in my mind, it's like they're superheroes. They go home and, like, they're in their normal day thinking, and when they go build a computer, , and sit down like, now I can I'm super My superpower's on, now I can build a Funnel The shirt's on, noise canceling headphones Yeah.
46:37Everything's different now. I love it. So they've made that identity shift.
46:40Yeah. Now we've got stair like, where where are they going? Yes.
46:43What's up the stairs? Okay. So this was interesting.
46:45So people came to our community. They started doing this. They became Funnel Hackers.
46:48We did a couple events. And with with people, especially especially, like, people that are plugging into movement, the future based cause, like, it has to be it needs to become tangible.
47:00Right? There's a quote from, uh, Napoleon Bonaparte that says something like, uh, like man like, uh, like people will what's the quote?
47:09Something about would give their entire life for a scrap of ribbon. Like they they want an award. They want something.
47:14Right? And so our third big event, we were doing this, and, um, I remember actually I did a podcast interview with a guy who was, um, he'd been in the music industry before, so he's talking to his desk, and behind him, he's got all these records on the wall. Was like, oh, that's so cool.
47:28He's like, yeah, this is for my, I don't know, Emmy Grammy This album went platinum, that one. I was like, this is so cool. I remember thinking in my head, was like, it's not fair that like, like there's something for for every profession there's awards, but in entrepreneurship there's nothing.
47:40I was like, wish we had an award. I won a record. And then I was like, what if we created something?
47:45And anyway, it came with the name Two Comma Club, because way back in the there was a newsletter I was subscribed to like twenty years ago called the Two Comma Club. I found that dude and was like, hey, can I buy your domain from you? He hadn't been publishing, so yes.
47:56I bought the domain from him. Uh, we trademarked it and then, uh, I was like, hey, let's figure out how get records built. We called it Two Comma Club.
48:04So two commas in a million dollars. If someone passes a million dollars, let's give them this record. And at first, I didn't, um, I didn't really know what was gonna happen from that, um, and I didn't know if anyone on our platform had even done it yet.
48:16Like, I was like, I have no idea. So, uh, my partner Dave at the time, was like, hey, go like, you know, go through the database and find out like how many people have processed over $1,000,000 on ClickFunnels and and let me know. So I took him a day or two to come back.
48:28He came back, he's like, 79. What? That blew my mind.
48:31I didn't really I thought maybe the big three or four. But like 79, I was like, that's a big deal. So our event was coming up, so we called all 79 people and were like, hey, are you gonna be from Lucky Live?
48:39Like, no, like, you have to come. We have something for you. Like, okay.
48:41So these people all came, and then before the very first, uh, or on day two or whatever the event, I was like, hey, what's some special I wanna do? No one knows about this yet, and I pulled out this award.
48:51Boom. A big old record with two commas in it, and I was like, this is like, for us entrepreneurs, something to strive towards. This looks like And I kinda told the story behind it.
49:01Because for me, like when I got started in business, there was this guy named John Reese who had made a million dollars in a day. And that like that like north
49:09star for me to move towards, like, give me a million dollars a day. If I can make a million dollars in a year. Right.
49:13It gave me belief it would happen. If can do it a day, I can do it a year. Yeah.
49:16And yeah, I mean there's so many examples where someone shares their numbers in a way and you're like I could It's like frame breaking. I had no idea that that was possible. Yeah.
49:24Yeah. So we did an event and so we bring out this award.
49:27Boom. Two commas on it. Yep.
49:29And, um, and I was like, just so you guys know, there's 79 people in this room that have won. Everyone's like, wait, what? And then we call the first person's name, and he gets up, and he comes out, and it's like their peer sitting next to him, and they see someone come up, they're like, what?
49:40We give the first award, I get a picture with him. The next person, we do it. And it took us like an hour and a half to do this.
49:45I thought people were gonna just like wander away. Nobody budged. They were all sitting there.
49:49And for the entire time, do these awards, and people were freaking out, and they because you're in a room of, what was it, thousand a people? Yeah. Couple?
49:54I think 1,500 people. You're sitting here. People, and you're like One at a time.
49:58Oh, the person who's sitting in front of me. Oh, the person who's two rows over. You know, you're like, wait, you as well?
50:03Yeah. So our audience had all of sudden, everyone had this belief like, oh my gosh. Not just rough on stage or the speakers on stage.
50:09Right. Peers are actually doing this too. And I asked people afterwards, I was like, what was that like for you?
50:14And they're like, all I could like, the whole time I'm sitting there, I'm like, next year I'm gonna be on stage. Next year I'm gonna be on stage. And sure, a year later we do this again, and like 350 people won it.
50:22Next year was like another, you know, and to this point we're like seven or eight years into this, about once a day somebody wins a two Comic Club board, and it's just like, it just Wow. It keeps happening. And people tell me like, I didn't use your competitor because I wanna win that award.
50:36Like, that that means something to me. Right. You know?
50:38And so for anyone who's not following, the the two two commas
50:42is when you get enough figures in there. Right? So one followed by a comma, three digits, comma.
50:47Another comma, two And so, you know, if you built a one comma business, congratulations. You're somewhere between $1,000 and $9,000.
50:56Yep. Right? But two commas means you broke $1,000,000 Yeah.
50:59Which has gotta be this insane you know, people are like, I can earn a living, but like, could never do that. Yeah.
51:06And now you're saying it's happening like almost every day. And I could see it,
51:09you know, the the dream customer is like, I want that. The person who's on the journey who's like, oh, this is hard. Let me keep going because I want it.
51:16The person who's in the middle of it who says, actually, I'm gonna switch to a competitor and do something else, and they're like, blah, I'm at 800 I don't know thousand that award. Like, I won that award. And what's interesting too is like, I I always joke about this, but people are like, what's your role at ClickFunnels?
51:28I'm like, I'm the belief cheerleader. Mhmm. Because if you know how it is.
51:31If someone believes they can do something, they usually do it. The hard thing is like, oh, it doesn't work for me. Like, belief.
51:36Right. And so like, this for me became the belief engine where people like, they see every event, still we're doing another event, uh, in five months from now. And the owners aren't doing an event because we canceled our event, but I'm doing an event just for these guys so come and get their awards because it's like, it means so much to them and people see it and our community sees it.
51:49It's like, I can do this and then double down and redouble down and keep going. And so that's what this is. Now I got a couple Yeah.
51:54Stares here. Okay. I like it.
51:56Because what happens after two or three years, everyone's getting this and all people like, they won one and two and three and then they're like, like the future's gone now. Like, they they accomplished And Yeah.
52:05They're kind like, what do we what do we do now? I was like, well, what happens when you get past 10 million?
52:10I was like, the Roman numerals numerals x, and so we made it the next award, and we called it two comma club x, and there's a big x in it. And, uh, and so they're like, oh, they all freaked out again. Everyone, they doubled down, and then, uh, the first year we had, that we opened this award, we had, um, 17 people.
52:24Next year was like 35 people, and just, it gave them, again, the next thing to start chasing, to go for that that little scrap of ribbon. It's all these people started sending to there. And then the next year, we had people that got multiple leads, what's the next thing?
52:36And so, they made a big one. It was like, there's four records. Each record counts as 25.
52:41You just put them together. It's a it's a 100. Okay.
52:44So then they went there. So people kept going and we've got tons of people now that have won. I think we're like 3,500 that won this.
52:50Anyway, it kinda goes up up through there. I love the idea of always having something that you've gotta, you know, move towards and all of that. How many people have won the The big one?
53:00The big one. You'll know you see them in the background of all their videos because I always wanna show it up. Yeah.
53:05So they get the big one, they get the first record. So 25, they get the first one. Every time they get another record That's smart.
53:10Fills it. Yeah. Because I was like, this is a big jump from here to here.
53:12Right. And so we did that. 10 to a 100.
53:14So you can tell, if you see it on someone's video, look in the back, how many records are actually in there where they're at. Wow. But people who have qualified for the first version, um, I think it's like 70 or so people that have gotten that.
53:23Right. So it's, it blows my mind. I thought if anyone ever got this, that would be a huge success.
53:28And people grow with you and they, because they're part of this whole thing. So, okay.
53:32So I'm gonna put milestone awards up here. Yeah. So think about that, your version, what do you have, like you're taking people on this journey, this future based cause, like, what are the milestones that get them to where they're going?
53:41We just think that we have a certification program. We sold certification, we did okay. When we shifted, we started building this path of like, alright, uh, in fact, we have a one Comma Club award for certified people, and then we've got a bronze badge, and we have a silver badge, and we have all these different things, and just it sort moves people through I mean, it's the fundamentals of every video game, all the What are you saying here?
54:00You're just like, you're like, all of politics, all of video games. All of the works is blend into our creator business, and hey, worked really well.
54:07It worked really well. Okay. Yeah.
54:09Alright. I want you to draw a big arrow here. Okay.
54:12Um, because, uh, I'm sure a lot of you guys have probably studied the hero's journey. Like, I love it.
54:17I'm obsessed with it. What's interesting, the hero's journey is great, and there's a journey the hero's already always on, which is the journey of achievement. They're trying to achieve something.
54:25So this is like in any movie, we always know the hero's trying to achieve something. Frodo's trying to get to Mordor to throw the ring in.
54:31Rocky Balboa's trying to win the world. Like, there's always this is the the journey everyone's aware of. Right?
54:36But the reason why people Like, the the characters are the best. It's not this hero. They're My friend, Michael Hague wrote a book called The Heroes, Two Journeys.
54:44He's a Hollywood producer and script writer. He said that the the magic in a script is not the hero of achievement. Everyone knows what's happening, but the second one is the more important journey, which is called the hero of or the the journey of transformation.
54:56Who does the person become along the way? And so if draw another arrow down here, because this is like everyone's trying to get this, trying to make a bunch of money, they're trying to win the awards, that's good. That's the achievement that people want, especially your dream customers want to move towards those things.
55:09But ideally, over time, you're trying to make somebody become. So I'd say journey of transformation. And it was interesting because as we started getting people going from one comma to two comma to two comma eclipse, like these different awards, It was actually Al Chamosie, guys probably know him, one of biggest creators on the world.
55:25He'd won all these things, and then he was like, he's like, what's next? And I was like, I don't really know.
55:29He's like, you know what I would want? Like, what? He's like, he's like, I wanna give a million dollars to to charity.
55:34He's like, do you have an award for that? I was like, I will before next event. And so we created an award, uh, we call it the two heart award.
55:42Um, and so there's two hearts in it. And it's for somebody who's donated a million dollars to charity.
55:46So he, him and, uh, Alex Layla were the first ones to win that, and I think we've had eight people have done that now. So our audience now, like, yes, they're trying to do this, but also at same time, we're like trying to make them givers and, uh, and, you know, along the way, and it's Exactly. Cool because this, like, this is my favorite award at the event, because you see people come up, it's just like, wow, that person, yeah, they did, they achieved something, but they they're a great person Well, that giving brings it back to the movement, right, that you're trying to create.
56:11Yeah. Because then
56:13this is all about Status. It's all about, you know, this you know, that dream customer and all that.
56:20But then you're saying like, look, it's ultimately about impact and so let's systematize
56:25Yeah. That transformation, the impact that we're having long term. Yeah.
56:28This is like, again, what creates this? You know, it's this foundation and then it's like thinking about this process like, who's your dream customer?
56:35What's Like, what am I gonna say to get them into my world? Right? And then from there, can give them my identity shifts.
56:39They're gonna stay with me. They're be part of this. Then what are they trying to achieve in this future based cause?
56:43Let me make these milestones so that they have They know if they're succeeding or not. Right? Right.
56:46And then they see people around them succeeding. Yeah. Giving them belief of it.
56:50But then help them understand like, couldn't I care less if you won any of these. What I care is that you become this kind of person. Even on the money, like, I want you like, this is this is when all is said and done, you create that, which, again, comes back to future based cause.
57:00Like, just all these things, and it makes people stick so much better than just,
57:04here's how to make some money, here's lose some weight, or whatever it might be. Yeah. So I'm thinking about this, and we've talked about doing milestone awards at Kit for a long time.
57:11We've never, like, pulled the trigger on figuring out exactly what Totally should. What to incentivize and and all of that. Are there other companies that you've seen do something similar to this?
57:21Like, so that we can give, like, another example.
57:24Um, tons of my clients now. Tons of your clients. Yeah.
57:26As you teach this. The company that makes that shit about stocking them because there's so many people making records and things like that. Rehab, they do this.
57:33Right? They're bringing these things to pull people through. Right.
57:35You think about Your this coin. Mhmm. You know.
57:38You think about it with donations like charities. A lot times you come to charity and like, he's a gold owner. He's a silver donor.
57:44He's like, gives people status as they're moving Mhmm. Moving through things, you know. Any like, lot of these legacy companies have been around a long time.
57:51You look at them and they've got some versions built into
57:53Right. What they're actually doing. I guess simple examples would be like YouTube.
57:57You know, they're past a 100,000 subscribers, there's your plaque, a million, and then 10,000,000. Yep. And then and again, it's a saddest thing.
58:05Right? Someone will you'll see it in their ads. It's on the wall, everywhere they Like, should you trust me that I know what I'm doing?
58:12Black say so. Yeah, exactly.
58:15Shopify does it with, I believe, number of orders. Mhmm. And so you pass a 100,000 orders or a million.
58:20You guys can subscribe is easy. Can use Yeah. Subscribers is a little hard because it's like you want people to clean your list at the same Yeah.
58:27That's great point actually. But like an example, you know, our commerce product has good adoption but it could be way better.
58:34Mhmm. And so if you did a whole campaign to get people to sell through KickCommerce Yeah. Then like, well, incentivize that.
58:41Yeah. You know, and you can incentivize it monetarily or you can incentivize it with status. And going back to the Napoleon quote, like, they might care more about the little ribbon.
58:50A 100% they do. Yeah. Yeah.
58:52That's amazing. Okay. As we zoom out, is there anything else in here that's really important or or that you're you don't wanna hit home?
58:59I think, and this comes back to, like, the future based cause I share with my people. Like Mhmm. If you're happy just selling stuff and having transactions, that's great.
59:05And like, you can build an amazing life on that. But like, for me, like, that's what my business was for a long time. Until it was like, I felt like this this role wasn't just a role, like, it was a calling.
59:17Like, I I believe I believe that there that for every person on this planet, especially ones who, like, who get who are drawn into this whole world of, like, entrepreneurship and business building, like like, that that feeling that makes you want to do this, I think is a calling. I believe it's from God.
59:32You can live wherever you want. And the calling is not for you to make money. God doesn't care about any of this.
59:36What he cares about is that there's a group of people that you, with your information and your stuff, you can change that that those people's lives. And when I actually believe that, like, I've been called to change these people's lives through the stuff I'm doing. That's what made this fun as opposed to like because this is work.
59:50This is not like an easy transaction they buy, they leave, we're building community, we're doing events, we're doing like This is this is all consuming, right, to create a movement. Like, this is not just like a like a part time thing. And so if you wanna go all in, it comes back to like, do you believe this is something bigger than just yourself?
1:00:05If so, like it's worth putting the time into. Because like the transformation of people, what happens in this journey for you as the as the leader, as the guy, is insane. And the people's lives you get changed is is second to none, but, um, it comes back to like, if you're doing this for the money, you're gonna stop somewhere because it's too hard.
1:00:21Yeah. But if you're doing it because you really feel called to do this and you wanna change the lives and the worlds of the group of people you've been called to serve, this is the path to do it at a level that
1:00:30I think is the highest level we can do. Yeah. That's amazing.
1:00:33You have so many great frameworks. Thanks for coming and teaching this one. Yes.
1:00:36Where should people go if they wanna follow more of your content, learn more of your frameworks, use ClickFunnels, all of that?
1:00:41Well, you wanna read if you want I wrote a book. Expert Secrets is that book that goes deep in this. So can find the book on Amazon or expertsecrets.com.
1:00:47If you wanna go really, really deep in just this and really understand it, see tons of examples,
1:00:51um, other than that, just follow me on Instagram or wherever and Russell Brunson and that's where I'm at. Sounds good. Thank you.
1:00:56Yeah. Thanks, man. If you enjoyed this episode, you'll wanna watch episode 82 with Dan Martel.
1:01:01So Russell gave you the framework for building a movement once people are in your world. Dan picks up on that piece that comes before it, how to build a personal brand strong enough to get them there in the first place. He grew a $100,000,000 business by treating that brand as a deliberate system, And the way he thinks about the guide role maps directly onto what Russell laid out here.
1:01:19That's episode 82, Dan Martell. Like the video if you enjoyed it. Hit subscribe on YouTube or wherever you're listening, and I'll see you next week.
The Hook
The bait, then the rug-pull.
The guest spent years studying every major movement in history -- religion, politics, corporations, cults -- and found that all of them, without exception, share the same three-part structure. In this whiteboard session, he walks the host through the framework that turned ClickFunnels from a software tool into a tribe of Funnel Hackers, some of whom have the logo tattooed on their bodies.
How they asked for the click.
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