Russell Brunson (0:00)

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels. ClickFunnels is the number one funnel builder in the world, helping more first time entrepreneurs to leave their 9 to 5 and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer. And you can get a free 14 day trial by going to clickfunnels.com podcast right now. That's clickfunnels.com podcast click funnels. Because you're one funnel away from changing the world. This is the Russell Brunson Show. What's up, everybody? This is Russell. Welcome back to the show. Okay, today's episode, I want to talk about something that most people don't talk about, they don't share outside of their own internal company. So, and that is your values. What are your company values? Do you have those yet? I'm asking because for a long, long time I always thought that I was like, values are cheesy. Why would you do those inside your company? What's the purpose of them? I would read people's values and they'd be a bunch of words. I'm like, that seems so stupid. Like, I don't want to do that. So I fought it for a long time. So I had clickfunnels. We never really had a formal, like, these are the core company values. We had values, we had things, but it was never like finalized and like printed on the wall where it's like a thing. And I remember over the last year, I had a chance to go to a couple people's offices. I remember going to Ryan Panetta's office and he had a big old thing like his values, like on the wall. I was like, that's kind of cool. And I went to Andy Elliott. It's the same kind of thing. And then recently, just so you guys know, some internal workings inside of Click Funnels, we basically took our company, we separate into two companies just to be able to handle employees and management a whole bunch of stuff differently, right? Also different goals and focuses. And so one side of our company is ClickFunnels, which is the software side, and one side is called Prime Mover, which is the education, coaching, info, product side of the business. Right. They still work tandem, hand in hand, but we separate them differently. So now we have two different CEOs, two different, like all different things. Right. Which has been a really, really cool move. So we Made that separation officially started January 1st of this year. And then the new CEO we brought in for the coaching, his name is Bill Allen. Bill's been an Atlas member. He's built a huge company. He's awesome. And we brought him in to be like the official CEO of the Prime Mover company. And one of the first things he wanted to do was like, establish our company values. I'm like, no, company values are cheesy. He's like, no, you don't understand. He's like, this completely radically transformed our entire business doing it. They're really cool. So we actually did a two day planning event, planning a whole bunch of stuff. And then one of them was like, my homework was like, Russell, to figure out what value, like, what are your values? Like, what are those things? And again, in the past, I've always hated values. I look at people's value list, it's like hard work, integrity, you know, and those things are all great. But I don't know, there's something about it. I just. They didn't connect with me. And I think it's because obviously they weren't my values. They weren't the things I was focusing on. And so I had the last two or three weeks to think about this for the Prime Mover company. Like, what are the core values? One, as a company, as a, you know, and. But also it bleeds more than just the company. It also bleeds into the community. And so I want to share with you guys for a couple reasons. Number one, I think there's really cool lessons behind each of the values, which I think you get value from. Number two, if you're looking for company core values for your own company, hopefully this will help kick off, kickstart the exercise in your own mind and maybe you can borrow some bar values. And number three, these also should be, can and should be the values of our community as a whole. And so I thought I would share them for those reasons and hopefully you enjoy them and it's gonna be a lot of fun. Okay, so that's kind of game plan for today's podcast and I hope you guys enjoy it. I hope you get a lot of cool ideas from it and hopefully it motivates you and inspires you. So first off, I want to lead with like the name of the company. Right when we made the separation, I was like, what's the name of the info side of the company? And a lot of you guys know I've talked about this concept of a prime mover for a while, right? Ayn Rand, in her books Atlas Shrugged and Fountainhead, she talks about a prime mover. She talks about the prime mover in, like, in an engine or in a train is the engine that pulls everything around, right? That pulls the thing. Most of her characters are the prime movers. If you read out the Shrug, right, Dagny and Hank Reardon and like John Galt, like, they are the. They are the prime movers of society who are changing things, right? Or if you read Fountainhead, like Roark is the prime mover, right? It's the person that's like moving. Moving societies and moving things. And I thought that was an Ayn Rand term. I didn't realize going back in time that, like Aristotle, I think I actually found something I think might have said before Aristotle. Aristotle talks about this concept of a prime mover, right? And when he talks about it, he talks about God being the prime mover of the universe and he talks a lot about it. But one of the interesting things he said that I thought was really powerful was that God is the prime mover is. He doesn't go into. He's not like moving people, right? He sets a standard and people move towards him. I was like, ooh, that's such a cool, like, analogy. And so for prime Mover, it's like, for me, it's like the prime movers are the people in the world that are changing the world, right? Which are entrepreneurs and creators and like the people that I serve. Anyways, like, we are prime movers. But number two, it's like, again, what's the prime mover do? It sets the standard that draws people to them, right? And so I love that, like, analogy. And like, and so for our company, like, with my employees, my team, like, we are the prime movers. Like, each of us have to become prime movers. And. And that's like, that's this top level thing, right, of who we are. And so that's kind of where it all began with. And then from there it's like, you know, what are the core values of a prime mover? And again, these are for my internal team, internal company. But I think for a lot of you guys who are prime movers, like, you're the prime mover in your business. You're the prime mover, your community. Like, these are values, I think that you should think about and adopt as well. Okay. All right. So as I started doing this, this values exercise, it was tough for me because there were so many things I started value. I started. I started making a list. The list got really got Way too big. And I was like. I'm like, bill, how many values can I get? He's like, five or six. I'm like, oh. Cause I got like, 40. He's like, no, it doesn't work that way. He's like, you gotta pick what are the core things. He said the goal with the values, too, is, like, to set this as a standard for the company where it's like, in any interaction, it's like you can run it through these core values that fit our core. Our core values. If it doesn't, then we need to change it, right? Or if it's like an interaction, if you see someone on your team doing something, it's like, ah, that's not. It doesn't fit through the lens of our core values. It gives you a way to coach and to motivate and to readjust and realign somebody on your team as well. And so, yeah. So hopefully these values will help you for yourselves as well. Just kind of look at things through this lens of just like, okay, these are the values. And I'm checking the things I'm doing based on these. Right? Okay. So I'm gonna go through these in no particular order other than the way that we kind of presented them to our team today. So the first one, and this was tough. Cause, like, initially it was two different values. And then over time, I tried to figure out how to put them into one value. So the two values were growth and contribution. Those are the two values I kind of started with. Right. And if you've heard me talk about Tony Robbins 6 Human needs, like, this is kind of where this concept first came for me. Right? He talks about there's needs of the body or the personality, and there's needs of the spirit. Right. And needs of the body. Without going too deep, there's like, there's variety, there's certainty, there's love and connection. They're sin. If it's. Those are the four needs of the body. Right? And all humans will figure out ways to get those needs all met. And I'm not gonna go deep into the philosophy of Tony Robbins 6 Human needs. Cause this is one of my favorite things to talk about. And I could. And I would love to. Maybe that's the podcast episode from the other day. But they're basically two of the needs, like love and connection. Significance are opposites, right? Which is funny. And then certainty and variety are opposites too. So we have. We have these four needs. And, like, everything in our life's, like, based on, like, we figured out how to get those needs met. And sometimes it's positive, sometimes it's negative. And, like, that's the first thing. And everyone figures that out. But after those needs are met, then you transition to the needs of the spirit, which a lot of people never get there. But the needs of the spirit are growth and contribution. Those are the two needs of the spirit, right? And so I love that, like, as soon as you get your body and your personality under control, then you can transition to the needs of the spirit, which are growth and contribution. And again, that's where I think happiness, fulfillment, everything happens there inside of growth and contribution. And again, so growth is like personal development. How do you become better? How do you achieve more? How do you become more? How do you do more? Like, growth is like that. That driving. It's a driving value, right? It's again, it's one of our needs. Like, it's one of the needs of the spirit. And so growth is one that I love, especially as a prime mover. As a prime mover, like, we need to be the ones at the forefront, we growing and developing and like, becoming the person we're supposed to become, right? Growth, growth, growth, growth. Okay? So that's one of the needs of the spirit. And then the second one is contribution, which is like. Is like taking your tools and your talents and your gifts and contributing and helping other people, right? And the Expert Secrets book, I talk about this a lot. I talk about, like, those who've become an expert, right? They're. They're coming in and they're in this phase of growth. Like, I'm growth, growth, growth. Like, they're personally developing. And then eventually it's like, I want to contribute. Like, I'm learning so much. And that's when you become the expert. And like, now you're shifting from a growth mode to contribution, right? In the Secrets of Success, business is the business about personal growth. Growing, growing, growing, growing, growing. Then you transition to the Russell Brunson, you know, to the marketing side, click, funnel side. Like, that's contributions. Like, now I'm starting a business. So for me, in my mind, like, this growth and contribution concept, I think about. I talk about all the time. Like, the two important things. Like, we should be growing and developing as prime movers. And then after we get these skill sets, we got to be contributing, right? And so those are the two extremes. But I titled my value for our company, we titled growth through contribution. And the reason why I shared that is because. And I'll tell you as a story. So this in A lot of you guys know my background. As you can tell from my cauliflower ear, I'm a wrestler. It is my core passion to this day. Like, if I could, if I could quit business and just become a full time wrestler again and actually compete at a high level, 100%, I would do it. As much fun as I have making money and growing businesses, I've never felt more value. Like, I don't know, I love wrestling more. So that's all when all said and done, like, the feeling of getting my hand raised in a wrestling match is the greatest feeling I've ever had. Like, bar none, I've never been able to sync it with anything else. I love that feeling. So I love wrestling and I learned this lesson. So when I was in high school, I was an athlete and I wanted to grow, right? So I was learning how to grow through like strength training, cardio, skill sets, wrestling mindset. Like, it was this growth phase and I loved it. I was obsessed with it, right? And I grew, grew, grew. So in high school, I was a state champ. I took second place in the nation. I was an all American, right? And so I grew to the top echelons of our country, like in wrestling, right? And I remember after my senior year, took second place in the nation. And that summer, my coach, one of my coaches, Greg Williams, messaged me. He's like, hey, he's like, do you want to come coach at a wrestling camp? And I was like, why would I do that? Like, I'm, you know, in my head cocky. You know, 18 year old Russell's like, too cool for that. He's like, well, I'll pay you $100 a day if you come coach. I'm like, done. Because like, I was making $0 an hour. And so I went down this wrestling camp and I was there for five days and I got a coach, I got 500 bucks from it, but he had me coach these kids. And so there's a lot of moves that we're coaching on. But for me, my, the thing that I'm the best at, if you look at like all the moves in wrestling, there's a move called the cheap tilt. I'm obsessed with that. I think it's the greatest move in all wrestling. If you ever wrestle me, I will hit you in it 100 times. It doesn't matter how good you are. Like, it's just, it's my move. I can get out of the best in the world. And so they like, hey, teach these guys a cheap tilt. I'm like, okay, so I'm. I go out there to teach the kids a cheap tilt, which isn't a hard move, but there's a lot of, like, little intricacies. I go out there. Here's how you can do it, guys. I show them. I'm like, hey, go to the moot. And then what happened is the kids all went out there, and they all did it wrong, 100%. Nobody got close. I'm like, you guys are so dumb. I didn't say that. But in my head, I'm like, they're so dumb. So I bring it back in, come back in, you guys. Let me show it again. Show it again, go out and do it. They go out, they try to do it, and they don't do it again. I was, like, so frustrated. I bring them all back in again. Okay? So I get down on the mat. I'm like, okay, this is how it works. And so I'm looking at all the movement. Okay, your elbow has to go here. Your knee's got to go here, pointing towards the mat. This is how you pinch your hips. And I started, like. I started breaking down all of the pieces to get it to actually fit together, right? And they had that. I showed it the move, and I was like, okay, here's how it works. So then the kids went out, they started trying again, and then they were able to do it. Like, they started actually connecting. It's like, okay, elbows here, hips here, right? And then they got up. They were still missing a piece. I brought back in. Okay, well, actually, also, your head's got to go here. Your arm goes here. And so I kept going back and forth and back and forth, like an hour with these kids breaking down the move, trying to figure it out. And as I was doing that, I started realizing all these reasons that the move actually worked, which I didn't even know consciously, right? I knew from a feeling standpoint because I'd done it so many times, but I didn't realize. As soon as I became aware of it, all of a sudden, like, I was like, oh. I realized in that. In that match where I lost to so and so because I wasn't able to hit it. And it's because of this and because of that, like, positioning wrong. And I started growing again, right? There comes a time in our life where personal growth, we hit a growth ceiling, right? Like, you growing. Like, you're growing, you're consuming, you're learning, and you're loving, and eventually at the ceiling, and then the only way to continue to grow is by transitioning to contribution. When I started coaching kids, all of a sudden I broke through that ceiling and I started becoming better. And that whole five days I was teaching kids move, learning stuff. And as I was doing, as I was coaching people, as I was contributing to other people, I became a better athlete. Like, it was, it was like this exponential shift in my growth. Okay, and so contributions next phase. And so the value that gave our company was growth through contribution. We should be focusing on personal growth. But also like as you guys are learning these things, we got to be contributing back to our community, to each other, to other employees, other teammates. Like, we all need to growing together. We need to be contributing because as we do that, as you learn how to contribute and open up ideas and information stuff to other people, that's when you grow the next level. Okay? So value number one as a prime mover, somebody on our team, and obviously you guys as well as part of our community, is growth through contribution. Right? And again, the Expert secrets is like my favorite explanation of it where it's just like, you're growing, you're growing, you're growing and eventually you hit the ceiling and then you transition to like, all right, I'm going to become an expert, I'm going to serve, I'm going to contribute. That's where you break through that ceiling and that's where your growth becomes exponential. What's up, funnel hackers? I want to talk to you guys about a challenge that every business faces, including mine, and that is finding good people to hire. For the last few years, we've been using indeed to find the right hires in every one of the different departments inside of our company. Okay, now think about this. You've built a successful funnel, your business is scaling, and now you're wearing all of the hats. Does this sound familiar? This is the path that most entrepreneurs go on. So at some point, you need a team to help you keep growing. But finding the right person can be very overwhelming. It can be a huge pain. And for me, it's not something I love to do. That is until we found Indeed. And here's why I love it. When it comes to hiring, Indeed is literally all that you need. Their sponsored job feature is a total game changer. It pushes your job listing right to the top of your ideal candidates page. It's literally like having a billboard right in front of the dream person that you are trying to hire. Indeed not only works, it's also fast and it's flexible. There's no monthly subscriptions, no long term contracts. You only pay for results. In fact, to show you how fast this is, since we started talking a few seconds ago, 23 people have already been hired on Indeed. That's the kind of efficiency every entrepreneur dreams of. So don't wait and build a team that will take your business to the next level. Go to Indeed.com clicks right now and get a $75 sponsored job credit to boost your job's visibility. That's Indeed.com clicks start hiring faster and smarter. When it comes to hiring, Indeed is all you need. What's up Funnel Hackers Today I want to talk to you about something that's kind of like a funnel for your finances. There's an app called Rocket Money that my wife and I recently downloaded. We went and added our bank accounts, added everything in there, and instantly started showing us all the subscriptions we were paying monthly for. And what's crazy is most these things we completely forgot about. Oftentimes my wife had signed for something and I also signed up for it, and we're paying twice for the exact same service. It was crazy. So we started using Rocket Money and changed everything for us. Rocket Money is a personal finance app that helps you to find and cancel your unwanted subscriptions, monitor your spending, and it helps lower your bills so you can grow your savings. Now, here's what Rocket Money did for me. It showed me all of the subscriptions in one spot. Our streaming services, our apps, our membership sites, some of which we literally had not seen in months and a couple in over a year. Now Rocket Money canceled the ones we didn't want anymore, saving us hundreds of dollars. In fact, actually for my wife and I was over $1,000 per month. And they didn't stop there. Rocket Money even monitors my spending and sends alerts if bills increase or if I'm going close to my budgets. Now, with their personalized dashboard, you can see exactly where your money's going. I've even created custom badges with categories for everything from groceries to business expenses. Do you want to save automatically for new house or paying off some debt? Their goals feature makes it simple and hands free. Rocket Money has over 5 million users, including my wife and I, and have saved over $500 million in canceled subscriptions, saving members up to $740 per year when using all of the app's premium features. So if you want to cancel all your unwanted subscriptions and reach your financial goals faster with Rocket Money, then go to RocketMoney.com Russell today that's RocketMoney.com Russell R u s s e l l. That's RocketMoney.com Russell it's really cool. In fact, if you want to get scriptural, there's a scripture in the book of Moses where God's talking about what his role is. And he says that, behold, this is my work to bring about the immortality internal life of man. Think about this like God is perfect, all knowing, all powerful. He's not going to get smarter. He's not going to get more powerful. But how does he grow? He grows by giving us glory, like when we become better, right? That's how he grows. And that's the same thing, growth through contribution. Like as we start helping other people and they become better, that's how we grow as well. I don't know if that makes sense, but it makes total sense in my head. So value number one is growth through contribution, okay? Value number two, this one actually came from Napoleon Hill, the man. If you've ever read his book Law of Success, which is a huge book set, or if you're at Think and Grow Rich, both are amazing. Or any of his books, honestly. He talks about these laws of success over and over again. But one of the laws of success that he talks about, and I'm going to pull up the actual definition here so I can make sure I quote it correctly. But he talks about this concept and then I took the concept and I added my own kind of name to it. But this is the concept he says you have to. This is the law of success. He says, build a habit of doing more than you're paid for, okay? Build a habit of doing more than you're paid for. Now in the book Think and Grow Rich, he's talking about how to make more money, right? So he's talking about always over delivering, right? Always do more than you're paid for. So someone pays you, you know, for this job, do that plus more. And says if you always do more than you're paid for, eventually get paid for more than what you do, right? Like that's the principle. That's the law of success, right? And he talks about it. It's funny because Napoleon Hill, like, he's big. He was big into nature. He's like, think about nature. Like, nature always over delivers, right? It's like the tree, this big, huge tree, has all these apples on it, right? And there's enough apples and stuff for the tree to produce and it drops all the excess. And then from there more trees grow more things. And so like nature always over delivers in everything, right? And that's how the Whole ecosystem, everything works. And so for us, it's the same thing. Like we have to be over delivering. And so the again, the concept of Napoleon Hill is build a habit of doing more than you're paid for. Now this is not just tied to like a salary though. This is in every situation in life, right? If the value is always over delivers, that's our value. Always over deliver, right? And it's about doing more than you're paid for. So think about this in every interaction you have with somebody, I think about with my wife, right? When I hang out with my wife, if I'm in that situation and I'm just kind of doing the bare minimum, we're gonna have a minimum marriage or it's gonna fall apart, right? If I come to that relationship, I'm like, how can I over deliver with my wife today? When I'm over delivering, the marriage blossoms, it grows. If I'm working with an employee on my team, right? And if I figure how can I over deliver with this person every interaction, every contact, every time I talk to them, if I can over deliver in that moment, what happens, right? The relationship grows, it blossoms. When I'm talking to a customer, I'm talking to a coaching student or someone in my mastermind, like in every situation, I gotta figure out how to over deliver. When someone buys coaching from me, right? How do I over deliver at the coaching program? How do I over deliver in the course? How to over deliver in social media? Every interaction, if I focus on like doing more than I paid for over delivering in that situation, that situation, everything will grow from it, right? So that's the concept we gotta start thinking through is like, how do we always over deliver? And this is true again, for employees. It's like, if you're getting paid for this, but you're doing this eventually, it's like, man, this person always like crushing it. I go to the people in my company who have risen at the top echelons as people who show up every day, they're always over delivering. We're just like, man, if this person left, I would be screwed, right? Like, that's the kind of value you got to deliver at every single level. And so that's the next value is always over deliver. Again, this is true in every situation. As an employee, as a contractor, as a, as a, you know, in, as a, as a husband, as a, as a parent, as a kid, as like in every situation in life, it's always over deliver, right? Whenever I'm in any interaction with somebody, how to over deliver I think about this, you know, again, this is the value for our core company. So I'm telling everyone from the very top down to the sports team, like sports team, when you're answering someone's ticket, it's not just the answer to get it done with. Like how do you over deliver every single ticket? Ticket after ticket after ticket, if you're always over delivering, like it changes everything. And so that's kind of the concept. This podcast I'm trying to over deliver, I'm trying to put more effort, more energy, how do I over deliver? So if you're gonna dedicate 30 minutes of your time to listen to this, the time you're like, holy crap, I got that from Russell in 30 minutes for free. Like imagine if I go and buy the next thing, the next thing, like where's he gonna over deliver here and over deliver here and so on and so forth, right? So always over deliver is value number two. Okay, you guys good with that so far? So number one, growth through contribution. Number two, always over deliver. Alright, let me transition now to value number three. So this is one that has to do with how we do our work. I call this Value Funnel Hack first. And this is the reason it's funny because like when we launched the Click Funnels community a decade ago, I taught this concept of funnel hacking. And I still remember a night so we were so when we first built clickfunnels, it was me, it was Todd Dickerson. And then we had another co founder named Dylan Jones. He's one of the most brilliant guys I know. And I remember we all flew out, Todd and Dylan flew out to Boise. We're in our little tiny office working on click funnels and Todd was coding, doing all the genius Todd stuff. And then Dylan was doing the UI design and stuff and I was writing copy, right? And so what I was doing is the very first step. I'm trying to write copy for the clickfunnels launch, right? And so I'm going through, trying to figure out like the scripting and the VSL what I'm gonna say and all that kind of stuff, right? So what I'm doing is I'm going back and I'm literally pulling every single VSL I can find, every single software funnel. So I'm funnel hacking, I'm finding all these things and I'm listening to sales videos, I'm listening to things and so I'm going through this whole concept and I remember like, I don't know, three or four hours, it was probably 2:00 in the morning, we're three or four hours into work. And then Dylan again, one of our co founders. And Dylan, by the way, is the one who built the original ClickFunnels editor, did the original ClickFunnels UI. Like, he's brilliant. And he came over to me and he's like, he's like, so what are you doing? So I'm like, oh, well, I'm writing copy. So I'm trying to find as many examples ahead of time. So I have my swipe file that I'm gonna work off of. I was funnel hacking, right? He said, he's like so interesting. He's like, when I do my design, I'm the same way. I'm like, really? So walk over his desk and he shows me he's doing the UI design for click funnels, he's doing the UI for the editor stuff. And what he is, he's on, I think it was dribble.com d r I b b b l e.com which is like this marketplace for designers. And he's looking at UI design and like layouts and stuff. And he was in the same thing I was doing, but he was doing it over there with UI and he like funnel hacked a thousand different things. And from there, from the funnel hacking, then he started creating the UI for clickfunnels, UI for the editor, stuff like that, right? And I think when most people do wrong business as a whole is they try to just be creative. Let me be creative, right? Say, no, no, no, stop. Okay, there's another. This almost became a value, but it didn't quite fit in. So I am weaving it into funnel hack first. But another value that I had initially was like, money follows speed. Like we have to move quickly. Money follows speed. Money follows speed, right? And so if you think about that, if you're going to go and like start from scratch, your time from, from beginning to execution is long, right? Instead, what I want to do, I want to figure out what's the best practice, what's working today right now, and I'm gonna go through everything and then take that. Like, we're working off the shoulders of giants, right? We're taking all the stuff's been done in the past and we're building from there. So we're funnel hacking first. Okay. A good example is emails. We had an email copywriter for a while and it's like every time you do an email, this person, to be vague, this person would go and they write a whole new email and they'd like, here's the email. Like, do you approve it? I'm like. Like, it's all right. But, like, I'm like, the thing you're promoting. I've written emails for this eight times in the last 10 years. I mean, before you ever write an email to promote the thing, like, look at what I've done in the past. Like, go look at every single email Russell ever wrote to promote this thing or something similar. If it's a webinar, go find every email campaign where I've ever promoted a webinar and go look at them. All right? Look at them all, Dissect them, figure it out. And from there, write an email you're trying to regest. What would be the best way to get somebody to buy this product? Like, I've. I have done this hook thousands of times. We've. We've tested it. We have perfected it. Like, like, always go funnel hack first. Get the data first. And from this, like, man, this email you did was great. So I'm just going to tweak the headline a little bit here. And I'm not touching anything else. Like, cool. That's the bet. That's. That's the right response. It's not like, oh, I was creative. I built some. What do you think? Like, what. Why would you do that? Okay. I think that's in all areas of life. Like, again, from hr, right? Hr it's like, people come like, here's a bunch of different ways to do things. Like, well, what do we do in the past? Like, we have not. This is not the first time we thought through it. Or what's company we're modeling? How do they do it? Like, don't try to, like, reinvent the wheel from scratch. It's like finding out who's already done this, and that becomes the baseline. So we start from. And then from there we work. We work and build something amazing, right? We can do. We can be creative. But the creativity is built on a foundation of funnel hacking, right? We funnel hack first, and from there we go and we grow. Okay? This is true in all aspects. And one of my. One of our partners does a bunch of video stuff, and he always tells me, like, before I create a sales video, he's like, and he's the one that does all the big fancy, like, funnel hacking live trailers, like, those things. He's like, I go and I watch a hundred trailers. He's like, I'm looking for inspiration. A whole bunch of different places. And then from there, I get the mindset. Like, hey, now I've seen, like, what's possible. And like. Like, my mind was stretched and grown. And now from there, I take what I have and I can build on top of that and I can add my creativity and add my sprinkles in. But he's like, I'm not just starting. And he talks about. He's like. He's like, I gotta find four or five inspirations I like the most. I'm looking at those as inspirations that I'm remixing it on top of it. Right? Bands do this. Music does this. Right? Like, people aren't just inventing music. Like, let me think of a. Just do a C and then we'll do it. And a. Right. No, it's like they're finding inspiration. Oh, here's music. I love how they did the riff here. I love how they did this. I love the flutes and the things and like, okay, let me go. And from there, based on, like, funnel hacking first, I'm going to build something that's going to be my version, but it's going to be. It's going to be based on these. These principles, right? And so always, it's like, if money follows speed, then we have to funnel hack first. Funnel hack first is the value in every area, every department, every everything. Funnel hack first. That's how we're going to beat people to the finish line, because we're not reinventing the wheel every single time we do something. Okay? So that is value number three. Hey, it's Russell Brunson, and I have a confession to make. When I first started in B2B marketing, I thought I needed to be everywhere at once. Every platform, every ad type. But guess what? That's not where the magic happens. The magic happens where the decision makers are, and that is LinkedIn. LinkedIn ads let you target who you want. CEOs, C suite executives, and 130 million professionals ready to take action. These aren't random clicks. These are people who are already in the mindset to do business. With LinkedIn's advanced targeting, you are not just throwing spaghetti at the wall. You're placing the right message in front of the right person at the perfect time. Here's what blew me away. LinkedIn ads delivers up to five times the row ads of other platforms. And that's not just a stat. That's scaling power. Imagine your campaigns turning into a steady stream of qualified leads, all while your competitors are busy playing on platforms that barely move the needle. If you're serious about scaling your business, you can't afford to ignore this start converting your B2B audience into high quality leads today. And here's the cherry on top. LinkedIn is giving you $100 credit for your next campaign. Go to LinkedIn.com clicks to claim your credit. That's LinkedIn.com clicks. Terms and conditions apply. LinkedIn, the place to be. To be. Hey, funnel hackers. I want to talk about building your business. You've got the idea, the passion, the drive. But here's the thing. Setting up the legal stuff can feel like a total roadblock. That's why you need Northwest Registered Agent. They're like the dream team for business formation. With just 10 clicks in 10 minutes, you can build your entire business identity. I'm talking about formation paperwork, a real business address, premium mail forwarding, and even a local phone number so you can keep your home address private and stay safe. And it doesn't stop there. Northwest is your one stop shop for business owners. They've been doing this for nearly 30 years and they've got the expertise to back it up. From trademark registration to custom domains, Northwest does it all and they do it right. You get more. When you start your business with Northwest Registered Agent. Don't wait. Protect your privacy, Build your brand and set up your business in just 10 clicks in 10 minutes. Head to Northwest Registered Agent today and start building something amazing. Okay, we got growth through contribution, always over deliver funnel hack first. Now moving to value number four. And this is one. This one. It's so powerful, so simple, it's so hard to do, but yet it transforms everything. This is based on a book written by Jocko. Jocko spoke of Funnel hacking live 18 months ago, and I had him just come and speak on one principle that I cared about, which was extreme ownership. Okay? And if you haven't, if you haven't read Extreme Ownership yet, it is probably one that it's just, it's so simple and it's so powerful and so good. And Jocko is a, is a military dude. He talks about how in the military, like every situation you have to, like, if something doesn't work, it's always your fault, right? And I remember reading this book edition. Like, that's awesome for military. That's not true for me. Like, that guy screwed up, that person screwed up. They did it wrong. Like all those kind of things, right? And after reading the book and then hiring him and paying him in for a ton of money to come speak fhl, I'm just like getting this thing ingrained in my head. I was like, okay, if I'm going to Be successful. I take extreme ownership over everything, right? If something's wrong in my marriage, it's so easy, like, oh, well, it's because of that person. It's because of them, right? No, no, no, no. If something's wrong in your marriage, it's because of you. If something's wrong with your family, it's because of you. Something's wrong in your business because of you. Something didn't go right on the product launches because of you. Something like. And yes, it's so easy to point outwards. It's so easy to point outwards, right? But the reality is, even if you're pointing outwards like, it didn't work because of them, okay, well, that's your fault. It's your fault. Either you got the wrong person or you didn't train them correctly, or you didn't get the right tools, you didn't get the right resources, you didn't give them enough background information or something. There's something wrong. And it's always you, okay? And the reality is, as hard as that is to do, because it's like, man, I blew up. I screwed up again. I screwed up again. I screwed, like, as hard as that can be, it's also very empowering because if it's their fault, I can't do anything about it, right? But if it's my fault, it's like, I can actually do something about it, okay? What can I do different? How can I change my approach? How can I change the inputs? How can I get. Opens up a whole world of possibilities when you start pointing inwards and you take extreme ownership over the concept, right? And so that's the key. And so in all aspects of business, right, it starts with you as the leader, okay? You as the prime mover of your business, of your community, that you have to take extreme ownership initially, okay? You take extreme ownership first, and what happens is, as you start doing it, then your team will, like, your managers and then the employees. But you have to, like, building a culture of extreme ownership from top all the way down to the bottom. And that is one of the keys. If you. If you don't do that, that's where everything kind of starts falling apart, okay? So extreme ownership is. Is one of the values. And it starts with you taking extreme ownership, focusing on it and really focusing there, and then training your team through that, right? Your employees, everyone else in your team, like, if they're not taking extreme ownership, like, again, it becomes a value where someone comes back and like, like, oh, I tried this thing, but so and so like the affiliate over here or the email thing or like they're trying to blame something else. Like, okay, I understand that, but what's one of our core values? Extreme ownership. Like, you have to stop, you have to stop pointing the finger. Like if it didn't work, it's because something that you didn't do in the process is why it broke. Okay? And it's only you can fix. So figure out like, what did I do wrong in the process? How can I fix me? If I fix me, then there's a shot at it fixing the outcome. But there's no way of pointing at somebody else that you're ever going to fix the outcome. It's impossible. Okay, so extreme ownership from the top to the bottom, which is such a good solid value for any kind of prime mover. Alright, you see, as I'm going through these now, I'm like, I love these values because these values for me are like, yeah, I don't get tattoos, but if I did, I would tattoo these to my face. All right, value number five. This one is really cool, this one. I wanted this one because this is actually a value literally in almost every religion of all time. It doesn't matter what religion you are. In fact, it's funny, I was talking to my team about this. I'm like, I actually have a paper somewhere that has the. I looked over it, it was on my desk. So the value is the Golden Rule. You guys know the golden rule is do unto others as they would have them, as you would have them do unto you, right? The Golden Rule, very simple. And you think about this like back in the day, this was a big thing. In fact, even Napoleon Hill In 1919, he launched Hill's Golden Rule. His whole magazine was based on this one principle which is following the Golden Rule. Tons of authors back then wrote about this concept, the Golden Rule. It was like a big thing in the thought mindset of people back in the early twenties. Nowadays you never hear someone talk about Golden Rule. At least I don't. Do you ever hear people talk about this yet? It's like the core fundamental principle of all faiths. And so right here, this little piece of paper I have that shows the Golden Rule and a whole bunch of different religions. Some of the religions I've never even heard of, and this is a partialist, I found another one later, had even more. But almost every major religion on the planet has some form of the Golden Rule. So I'm going to read a couple. So you guys see, like this is a Universal thing, right? Okay, so I'll start at the top. First one says, Brahman ism. Brahman. I don't know that religion, but Brahmism. And this is their version of the golden rule. It says, this is the sum of duty. Do not unto others which would cause you pain if done unto you. Boom. Okay. It's in their scriptures. Next is Buddhism. Okay, here's Buddhism's version. Hurt not others in ways that you yourself would find hurtful. Boom. Golden rule. All right. Confuciusism. Did I say that right? Confuciusism. Anyway, I might say wrong. Here's their version. Is there one maxim which ought to be acted upon throughout one's whole life? Surely it is the maxim of loving kindness. Do not unto others. What would not have them do unto you? Boom. Okay, next one. Taoism. Regard your neighbor's gain as your own gain and your neighbor's loss as your own loss. Boom. Here we go. Zoro training ism. I'm sure someone of my listeners is following that faith, and you've got it as well. So there you go. That nature alone is good, which refrains from doing unto others whatsoever is not good for thyself. Okay, Judaism, here we go. What is hateful to you? Do not unto your fellow man. That is the entire of the law. All the rest is commentary. Okay? Christianity, all things. Whatsoever you do that men should do to you, do you even to them. For this is the law of the prophets. Matthew 7:12. I hear in Islam, Islam says, no one of you is a believer until he desires for his brother that which is he desires for himself. Boom. So every faith, every religion has some version of the golden rule. And this is something I think we need to bring back into the mindset. So do into others as you would have them do into you every situation. Right? I need this value so that when people are interacting with customers or employees or whatever, it's like, how would you want to be treating the situation? Right? You submit a support ticket and you're stressed out or something, you know? Or the person that comes back and, like, doesn't give you the full answer, just gives you that, like, kind of pushes you off. Like, that's not how you'd want to be treated. You want somebody to give you all the answer, all the information, like, help give you resources and, like, hook you up, like, whatever that is, right? It's like the golden rule. How would you want to be treated if someone submitted some sport ticket to you? Or if you guys, if you need a sport ticket, like, treat that person the same way you'd want to be treated, right? You're on the phone with someone. How would you want to be treated? Like, that's the golden rule, right? You meet someone at event, you meet someone alive at the thing. Like. Like in every situation, right? How would you want to be treated? Okay, the golden rule, like, that's the value I wanted everyone to have is just like, making sure that when you're. When you're working with somebody or talking to somebody, connecting or whatever that is, any points of interaction with another human that when you're looking at that interaction, you're thinking about, okay, how would I want to be treated in this situation? And I also do this, like, as well. Like, think about in my company, like, I started this by myself 20 years ago, right? And so everything that's grown, like, everybody who's. We've hired and built a team, like, they're an extension of me, right? In theory. And so a lot of the times it's like, also it's like, okay, who's the person that I'm working for? Like, how would they treat someone in this situation? Like, if you don't know, it's like, well, how would Russell treat them? I've had a lot of times we've had employees who will go and they'll snap at somebody. And I was like, like, you're an extension of me. I would never do that. How would you talk to that person if you were me, like, thinking about that, right? I think all those things weave into this golden rule of just, like, doing to others. You have them to do unto you. But then also it's like, you know, the people you're working for or working with, it's like, how would they treat some of the situation? Like, I need to match and you sync that. I got a funnel hack that and model it in my life as well. Look at that. We're taking values and we're funnel hacking and weaving them together. So, okay, that's number five. And I got one last value I'll share and we'll be done for this episode. And this is one I got a really cool story about. So when I was a kid, in fact, it's funny, we did a viral video on Facebook. We had actors act this whole thing out, hired Jay Shetty's team, I think, built this for us and launched it way back in the day. It was really cool to kind of they act out this whole situation. But this is. That thing happened when I was a kid. I was a kid, and it was a Saturday Morning. And my dad gave us all of our chores list. And my chore was to go clean the car. So go down in the car. And I'm, you know, I'm a typical young kid. I'm in there vacuuming, doing stuff down. Like, okay, I'm done. I want to go play. I'm going to go play basketball. So I'm like, hey, dad, I'm done. He's like, are you? I'm like, yeah, come check it out. You can see it's done. And my dad stops for that second. He's like, well, you proud of it? And I was like, oh, well, I don't. I mean, I don't know. He's like, well, if you're proud of it, then you're done. But if you're not proud of it, like, go keep doing it until you're proud of it. So I was like, okay, so go back down. Okay, am I proud of it? I'm like, well, all right. I guess I didn't clean that well. So I'm like, I'm gonna vacuum again. I'm gonna get all the cracks and get all the crevices. I'm gonna do everything, you know? And so I spent more time. Therefore, I made it really or good. I come back, okay, dad, it's done. Can I go play basketball? He's like, were you proud of it? I was like, well, yeah, but. Well, okay, let me back. So I go back in. I'm like, okay, let me. I keep looking. I'm like, okay, well, there's fingerprints on the windows. There's stuff like that. So I'm like, washing the windows. Get it clean. So I do this to my dad three or four times, going back and forth, back and forth. And finally, last time I come back, I'm like, dad, the car's done. Could I play basketball? He's like, you proud of him? Like, yeah, I am. He's like, cool. If you're proud of it, then you're done. And I remember, like, there was, like, this impact. It hit me. I was like, whoa. He didn't care. Like, it wasn't what he thought it was. Like, was I proud? If I was proud of it, then I did. I did the work correctly, right? So our sixth value we created is called work until proud, right? Like, when is the work done? It's when you're proud of it. If you're designing something, you're writing an email, you're working, whatever it is. Like, when all is said and done, when you do the work, you're supposed to do here inside of our company or inside of your community, whatever it is. Like, you got to work until you're proud. And if you're proud of it, it's like, congratulations, you're proud of it. Cool. All right. If you're proud of it, not even proud of it, good, you know, go for it. And so that's the standard at what we look at. Like, when work is done, when we're proud of it, we can look at it like, man, I created that. I'm proud it turned out really, really good. I'm proud of that. Therefore, it's finished. Like, that's kind of the last value here we had for our company. So let me share with you. We got. These are the again, the six values that us as the prime mover company are going to be focusing on and embodying inside of our company. It's also the lens that we look at everything, right? Every situation, like, doesn't feel right. It's like, why does that feel right? It's like, oh, it's because, you know, we're not using the golden rule, or hey, that person not taking extreme ownership, or hey, that person's not over delivering. Like, all everything comes through this lens of those things, right? And so these are the six values you created. Number one was growth through contribution. Number two is always over deliver. Number three is funnel hack first. Number four is extreme ownership. Number five is the golden rule. And number six is work until proud. So those are the values that I'm very proud of here inside the Prime Mover company. Think that I think they embody, like, what I believe embodies, like, what I've tried to do from the very beginning. And I think it gives my company, my team, like a framework to look at. I'm hoping also now I've shared this publicly with you guys that it's giving you as a community something to look at as well. Like, values that us as a community can embody, that we can look at that you guys can be doing with your own audiences and your companies, your communities as well. And I also recommend you guys figure out, like, what are the things that you value the most for your company? And actually sitting down and doing the exercise and figuring it out, like, what are the things you want to value? And get your team on board. It was really fun. Today we did the meeting with our team, we proposed the values and everyone's on fire, got messages like, that was the best meeting ever. I was like, wow, how interesting. In the past, I remember in ClickFunnels we never focused on the values because I was like, we all should have good values. Let's just be good people. Like, that's the value, right? And it's good when it's a handful of people. But as you grow, it's like you got to have standards for people to look at, right? What are pride movers? What Aristotle say, right? We set a standard. We draw people to us. And so for us as prime movers of our communities, our companies or whatever, it is like we are setting the standard and drawing people to it. So they don't know what that standard is. It's hard for them to follow. And so this is me planning the flag for the prime mover community from our company, for our team. This is the standard I am setting. Number one is always going to be like the number one person growth through contribution. Number two, I'm always going to try to over deliver. Number three, I'm always going to fall back first. And four, I'm always taking stream ownership, everything. Number five, I'm always going to practice a goal and roll. Number six, I'm going to work until I'm proud. And by doing that, I set the standard and everybody else on our team rises to that. And I hope this is valuable for you guys. I appreciate you guys. Thank you for listening to the podcast. If you enjoyed this, please share it with someone on your team. Share it with your staff, your employees, your family, your friends, anyone. It would mean the world to me. Again, I'm enjoying this new version of the podcast. Hope you guys are as well. If you are, let me know. And please share it with more people. I appreciate you all. Thanks so much and I'll see you guys on the next episode of the Russell Brunson Show. Do you have a funnel? But it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next selling online event by going to sellingonline.com podcast. That's sellingonline.com podcast.