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The Russell Brunson Show
Purpose, Charity, and Creation: A Deep Dive of “Atlas Shrugged” with Josh Forti (2 of 5)
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Want to shop Walmart? Black Friday deals first. Walmart plus members get early access to our hottest deals. Join now and get 50% off a one year ann. Shop Black Friday deals first with Walmart plus see terms@walmartplus.com what's up everybody? This is Russell Brunson. Welcome back to Marketing Secrets podcast. I hope you guys enjoyed part one last week of the Atlas Shrug series with interview between me and Josh, 40. I wanted to post part two. A lot of you guys have been messaging, asking us, wanting, waiting for the exciting conclusion and so or not conclusion, just part two. So with that said, I'm going to jump right into this episode. This is the second hour of my interview with Josh Forte, going deep into Atlas Shrugged. If you missed the first episode, make sure you go back one or two podcast episodes. Go watch episode number one or listen to episode number one and then come back and listen to episode number two. And I hope you guys enjoy this episode. In the last decade, I went from being a startup entrepreneur to selling over a billion dollars in my own products and services online. This show is going to show you how to start, grow and scale a business online. My name is Russell Brunson and welcome to the Marketing Secrets podcast.
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A
Because, like, what I'm trying to figure out, this is, you know, it's open discussion here. So, like, I am a pretty motivated, driven person. Right. Like, like, I would never have just have described what I was doing as greedy. Right.
- [01:43]
B
Would you have thought that when you're an athlete or thought when you're.
- [01:45]
A
Yeah.
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B
No, but. But what is it?
- [01:48]
A
Well, yeah, and that's why I asked you the question, because I don't know the answer for myself.
- [01:51]
B
Like, I felt the same way because I never liked it. It wasn't until I was reading the book and said it started the utopia of greed.
- [01:57]
A
Yeah. Yeah.
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B
And also I started thinking I'm like, all these things we're doing, like, we call them growth, we call them whatever, which is awesome. But it is, it's a greedy time in your life. Right? Like, yeah, I wonder what the definition.
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A
The actual definition of greed is. Yeah, I'm gonna look this up. Let's See, definition of greed.
- [02:12]
B
It has a definite negative connotation in our world today.
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A
Intense and selfish desire for something, especially money, power, or food. Well, all right. Money, money, power, or food.
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B
For me, I think about thinking about the lens of wrestling. When I was wrestling, I had a selfish desire for. I wanted to be a state champion. I want to be an All American. I want to be a national champion.
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A
Why?
- [02:31]
B
Because that was. I wanted my hand raised. Like, that was. That's all I thought about. So I dreamt about, like, I couldn't. Like, I'm a very obsessive person. That's why I don't gamble. Because I was like, I put a quarter and I win. I'm broke. Doesn't matter. Gone, right? And I know that about myself. So, like, when I started wrestling and I got my hand raised the first time, I was like, that feels good. I want to feel that every day for the rest of my life. And I just went blinders on, and that's all I did. That was my. I. You know, And I was like. And again, I would have thought it was as greedy, but by definitions, like, singular, focus on these things, like, about yourself. Right now I'm in the phase of my life where I'm coaching wrestling, coaching my kids and stuff like that, and it's like. It's different because now, like, there's nothing in it for you, right? So seeing their hand raised and that light in their eyes go off, and it's just like, oh, like, that felt way better than. Than my own. But you don't know that till you're in that phase.
- [03:15]
A
Did having kids change that for you at all? Like, the. Did it help solidify or give you a different perspective on that shift from greedy to.
- [03:25]
B
I think maybe not so much solidify as much as, like, I'm experiencing now in multiple parts of my life. Not just. Not just the business part, Right. In a lot of part, you think about, like, our success stories in our business are our children, right? The children of clickfunnels or whatever you want to say. You know, they're the people that have come off it. So it's like, I think I'm experiencing it now with them, and it's. It's been interesting and fun and.
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A
Hmm.
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B
Yeah.
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A
How long did it take you to finish the book?
- [03:47]
B
I think about two months.
- [03:48]
A
Oh, wow.
- [03:50]
B
You read way faster. I was like, dude, that's fine.
- [03:52]
A
Well, okay. So it's one of those things. It's funny because my mom's like, have you ever read the book? I'm like, what do you mean you like, you made me read it in like in high school, like, what? And I, I went back and I was like, oh, I didn't actually read. Like I knew the book and so I assumed I had read it. And then I realized it was 1200 pages and I was like, oh, I don't think I, I don't remember reading a 1200 page book. Like, I feel like I would remember that.
- [04:09]
B
So I don't know if I go read right now. Cause Russell's gonna be talking.
- [04:11]
A
Right. Well. And that was exactly what happened. So it was like, oh, I'm gonna like, we want to do this. Cool. And like I like, I could have sat down and had the conversation without reading the book. Like, you know what I mean? Like, because I knew the, like, I knew the concept of the premise. And so then I went through it and was like every night, two to half be. I couldn't sleep, I'd get up and like, oh man, it's 3:00 in the morning. Close the book, you know, go back in there.
- [04:28]
B
So I want to kind of interject because you started on that. I want to make some real miss because I think it was you started leading really good. There's something. I want to wrap it because it's like it's an open loop in my head now.
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A
Okay, okay.
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B
You start talking about how you agree on the left side of social helping people but not the way that they do it. Is that.
- [04:45]
A
Yeah, yeah, yeah. Okay, so I agree with what they want to do. I don't agree with how they want to do it.
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B
Okay. So this is something that was powerful. So after I read the book, I was geeking out and I'm like, who is this Ayn Rand? I want to see. So I started searching her and I found an interview she did on Donahue. Donahue in 1980, like three months after her husband passed away. And it was fascinating. And if you guys know, she, she is, she's atheist, does not believe in a God, all these things like that. Right.
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A
She even like made a statement about how like part of the reason that she wrote the book was to like to prove that religion was fake and like to like destroy all belief in any form.
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B
So once again, I don't super different. This is not the Bible for me. This is just like a simulating book that has got my mind spinning. But one thing she said during the interview that was like so cool because now he's like. So based on this, you believe that we should all be producers and greedy and keeping all our money and we should never, we shouldn't help anybody. And she's like, no, that's not what I said. She's like, I never said that. She said, what I did say is that it should not be the government coming to you with their gun saying, give me your 50% of your taxes. Like that's the, that's what's messed up, right? You think about this like if you give a gift, like if someone comes to you and gives you gun, like, hey, give your, give your friend a gift. Like, are you actually giving them a gift? No, you're not. And that's like, if you don't pay the taxes, they put you in jail. Like that's the thing she said, should people should go and support people on their own, right? This is, this comes back to. This is the whole thing talking about before. Like, the natural man's enemy, an enemy to God has been fallen less yields enticing holy spirit. So us yielding saying, hey, I have all this money, I should go help other people with this. That's God saying, you should not be greedy. Use what you've been blessed with and help other people's lives. Right? Them coming to you with a gun saying, pay your taxes, you go to jail is not you giving a gift. Like, it's them taking it from you and giving away. So like you're not a better person because you did it right? So, and then we get into whole depth of like, this is the government now who's the worst run organization in the history of all time, which only ran on that. But that's like, you want to trust them with the money, right? And so I just want share a practical example. So because people like, well, you wouldn't give money if you didn't, you know, whatever. I'm like, right now I'm taxed more than 50%. So more than half my income goes to Uncle Sam, right. He's doing whatever the crap they do.
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A
Well, you just need some cash flow tactics.
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B
Yeah.
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A
Shameless plug. Yeah.
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B
Anyway, I have no doubts I don't do my tax. That's the tax bracket. So. But then you look at like when you yield. Enticing Holy spirit. So there was a time when my friend Stu McLaren is like, hey, we're building schools in Kenya and this is mission and we believe in it. Will you help? Right? It wasn't greedy rustling. I'm going to help and this is going to be awesome.
- [07:17]
A
Yeah.
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I felt something. I was like, oh my gosh, that is a great cause. Yeah, let me. How can I support you right? In that process? You see here's pictures of Stu and Amy in Kenya. We've been to Kenya four times now. We've done it. We built schools. Like, that is a gift versus, like, give us money so we can go do something with it. Right? And then a couple years later, I heard about Operation Underground Railroad, and I was like, oh, my gosh. I felt the spirit saying, this is a good cause. You should serve. You should do this thing. Right? And I put time and energy and money into this thing. We raised multiple millions of dollars now to save children from sex slavery. Right? And not everyone's willing to do that. Right. Like, again, there's a segment, people that will. It comes back to your, like, natural man's enemy. God will be fallen out, and we'll be forever. Forever. Like, a lot of people never get off the greed boat, but most people, as you start making more and more money, you look at anybody, look at Bill Gates, look at Elon Musk. Anyone's making much money, what do they do with their money? Eventually, they start giving to charities or helping people, like, all these things. Because there's that transition point where you feel that you hear the voice, you hear God, whatever you want to call it, it's like, you should be serving more. And I think I know that if my tax went from 50% to 20% to 10% or whatever that thing was, I would and could give so much more, and everybody could. Right now, it's half the money goes to organizations that. What's happening with the money? Do we know? Do we see any ledger of what's happening? I know, it's insane.
- [08:32]
A
Even Bill Maher. Who do you know? Bill Mayor.
- [08:36]
B
I know who he is. I don't know.
- [08:37]
A
Okay. I mean, like, stupid. I mean, like, super left, right? I mean, like, definitely would not align with our political views or your political. Or my political views, but even him is like, I have no idea what my tax dollars are going to. I have no idea where my millions of dollars that I pay in every.
- [08:50]
B
That's scary.
- [08:51]
A
Isn't that crazy? Like, only the government.
- [08:54]
B
It's crazy.
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A
Okay?
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B
And then they, like, look at, like, sorry, this is a plug for Oer and Tim Ballard, right? Tim Ballard, I know, does not take a salary. His payment for being CEO of Operation Ground and risking his life day in, day out is $0. They pay him. He funds it himself. Like, all of the money he makes is from his books, his speaking, other things he does externally to pay for himself because he doesn't want to take money from the organization saving kids. Where can you say that about any of the government? Like, no, it's insane. It's anyway. But yeah, so for me it's like.
- [09:19]
A
Somebody'S gonna mention that Trump takes zero dollar salary in there. That's not what we're talking about.
- [09:24]
B
But for me it's like that's, that's my big thing is just like understanding that I think that there's, there's this blend of left and right, like right. There's like if we're not producing, like the fact that I'm going to wake up every morning and kill myself even though I have more money than I'm ever going to need has now we have 400 plus people who have full time jobs here. Excuse me, full time jobs here at ClickFunnels. There's a hundred and what's number 144,000 people have active clickfunnels accounts. Who Each of those people, if they had one employee, it's 144,000 jobs, right? They have two to three. That means you're looking at, it's probably half a million to a million jobs have been created because of clickfunnels. Because we get up every day and we're, you know, we're chasing things, we're producing, producing, producing, right? And it's like if you take away the incentives of that, like I'd have to laugh half my staff, which then things and everything starts disappearing really quickly where it's like they took that away. It's like now we can go and how much more can we do? And we did the O R, we talked about our show, the documentary for Knocking Live. And since then I know four or five dozen people who were in our community show the oer documentary at their events and made money. And it's like this ripple effect keeps growing, growing, growing versus the other side where it's just, it shrinks and.
- [10:26]
A
Okay, so I want to get non specifically political here though for a second with, with kind of, with this and I don't wanna say play the devil's advocate, I just wanna understand like your thoughts on this. So the argument on the other side, if you will, right. The people that are more traditionally like higher tax bracket, like you know, you should be taxed even higher, right? Like we wanna take more of your money away because it's this basically the thought process is like listen, you have donated your money to Kenya and to Operation Underground Railroad and like things like that. But like guess what, there's probably like People here in your own community, like in Boise, like for ex, like wherever these entrepreneurs are that like you have millions and millions of dollars. Like there's people that are homeless or there's people that can't afford medical, you know, like medical payments, or there's people that are like genuinely need help. And so like the argument is like, okay, like yeah, like you've given some, but like you have so much of it. Like you could do that and be tax higher, right? Like we could take even more of your money and like your life wouldn't change it at all. And we're also like not talking about your business money, we're only talking about profit. Like we're only going to take like that part of it away. And so like the army on the other side is if collectively, and I'm just going to make up a number here, let's just say there's like 10,000 entrepreneurs like you in America that have millions of dollars or billions of dollars. I know you don't have billions, but like billions of dollars. We could like take all that money and hypothetically we could solve a lot of these issues, right? We could talk tax the top 10 richest people, like, whatever. Why doesn't that work? Like, or, or a, I guess this is a two part question. A, are you, are you A, A, why doesn't that work? And B, what is your solution for that, if any, like what's your perspective? Like your view, like how that would help?
- [12:04]
B
Yeah, well, I think.
- [12:04]
A
Or can you not help everybody?
- [12:09]
B
This is the fun part of politics, right? Because it's tough. And I'll preface this before we dive into the actual question, but like it's tough because there's good on both sides and there's bad on both sides. Like that's the hardest thing, right? And so that's the hard thing is you argue both ways. But you know, it's me as, me as entrepreneurs, I only know experience in my own self, right?
- [12:29]
A
Right.
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B
I know I pay taxes every single year. I know how much goes away, I know how much I make. And it's tough because like the more like the less you make for the more you work, the less incentivize you are to keep working.
- [12:40]
A
Right?
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B
Like my take home was 100 grand a year. I'd be like, well why am I killing myself, right? Like I could, I could work three hours a day and make that. So why would I keep doing this stuff, right? Like if there's no, if there's no reward, then that's, it's hard Right. It's like, what's the purpose of doing any of this stuff? Right? And it'd be really easy to then shrink back. And company shrinks, employees shrink. Everything shrinks. Because there's no incentive for us to risk everything. Right. I guess it's a risk reward thing. So that's a big part of it. Like, how do you solve it? I don't know. I don't think the solutions. Government coming with a gun and saying, give us half your money so we can go solve this problem. I think it's like, man, what are the things that you're interested in saving? What are the things that touches your heart? What are the things that you're inspired to actually help? For me, it's Kenya. For me, it's this. For me, it's. There's other things that we give money to that I don't talk about publicly, but there's things that, like, what are the things I care about? Like, let me focus there. Because everyone's got different agendas, right? Like, I had Matt Maddox, someone who I, you know, Caleb Maddox's father. He's super awesome guy, came to me and he's like, hey, my mission is to save these kids off the streets and this stuff, you know, all these kind of things. I was like, that's amazing. Like, can you help me? I'm like, like, that's not my calling. My calling are these things here. That's your calling, dude. I respect it. I support it. Like, I'll help you with money or whatever I can do to help. That's your calling. Like, God gave you that. Like, that was the thing that you were given. Yeah, that's the mantle you're in charge of. And everyone's got different mantle. So, like, your calling to be different than mine. Like, people come in all the time. Like, oh, like that charity school. But I support this. Like, good. I don't care who you support. Like, everyone's got different callings, and they're all good. Like, so I think we should be able to say, like, what's the thing that speaks to our heart, thing that we're. We're passionate about, and that's where we should focus our time and our energy and our money on. Not again. Don't come with a gun saying, give me a 50%. Because I think it should go over here. Like, what's up, everybody? This is Russell Brunson. I've got something really cool for you today from my friend Taylor Welch. Taylor spoke at our last Funnel Hacking live because I wanted him to share a really cool concept about what he calls the revolving pricing method. And today he decided to sponsor the podcast to give you guys more access to this super cool strategy that you are going to love. It's something we've been implementing into our high end coaching program as well. And it is amazing. 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- [17:37]
A
So what about the people though, that like, let's pretend And I have guys, I love Elon Musk. I'm going to use him purely as an example. Clearly I have no idea what he does with his money, but let's pretend, right? So Elon Musk makes all his money. Like, what if he wasn't charitable? Like, should the government or anybody be able to come in and be like, yo, you have so much money, right? Or Zuckerberg, you have so much money, right? Like we're gonna, you got, I don't know, he's worth $90 billion. Let's say he has $3 billion in liquid cash. I'm just hypotheticals here, right? Like, you got $3 billion, like literally sitting here. We're gonna take that away and we're giving you, like, you can have 500 million of it, but we're gonna take 2.5 billion. Like, give it to people that actually need it. Like, do you think that there needs to be some overriding law or power or something that's like, yo, you can't just hoard. You got, like, you got. If you have more than enough, like, you got to go and give it back? Or do you think that's a personal choice?
- [18:30]
B
I think it's a personal choice because think about how many, how many jobs has he created? Like, he's giving that stuff and this is the reward for the. That's the risk and reward side of things, right? And like his 3 billion, let's say, like, what's his next thing? Like, he's not just going to sit on it. Like, that's stupid for him, for anybody, right? It's like he's going to go invest the next thing. He's going to create more jobs to do more things to simulate the economy in different ways, right? Like, he's going to go and start PayPal and they start Tesla, they start sending rocket ships to the space. Like, you know, like a producer is going to produce because they want to produce. Like, it's the art for them, right? It's like, let them create art. Because the byproduct of art is jobs, it is stimulation, economy, all those things happening. And so it's like, for me, like, building funnels is my art. I couldn't care less about the revenue comes from it, like, but I need the revenue to be able to hire the teams and the people and the things we need to be able to continue art. To pay Zuckerberg to show my ads on the thing, you know, like, all these things are part of it. So I think, yes, he's sitting on 3 billion. He's just sitting there. But producers don't typically do that. They're reinvesting. They're doing stuff with it. So creates more.
- [19:29]
A
I want you to come up with a story on the spot. Go. Which you're pretty good at. But, like, I want you to talk about that. Producers produce. Like, I think that might be one of the. Actually, I'm curious to know. Like, I feel like that is one of the most misunderstood thing about the ultra wealthy. The people that are like, actually not like, okay, I inherited $200 million because I'm a trustwoman baby, right? Like, but like the actual. The Elon Musk of the world, the Jeff Bezos of the world, the Russell Brunson's of the world. Like, what ultimately drives you to go keep doing more. Like, you have all of the money and like, and I know, like, I know we talked about like the, like you want to contribute back for it, but like, there's a million different ways you can contribute. Like, why do you do the things that you do? And because I like, I feel like one of the misunderstood things is. And this is something that I don't know how to explain it to people that don't know. I told, I told my fiance. I was like, you gotta, you should like listen to Russell. Because I'm like, I. He thinks like, I think like that really, you know what I mean? I'm like, you can't. If you don't understand me, like, maybe you could like see it from somebody else and like know that I'm like, I'm not, not weird. I mean, I am. Like, there's other people like me, you know, I mean, like, they think like this, but it's like, how would you explain to somebody that like, like Elon Musk is gonna do what Elon Musk does, right? He's Elon Musk, right? Like Zuckerberg, like these guys. Reardon, right, like, whoever. Russell Brunson. Like, you're going to do what you do because that's who you are. Like, you build things and the result of. Or like, because you need to build things. Like you need resources. And so you're like, man, if I want to go build a thing over here, I need a hundred million dollars or I need $10 million. Column's going to go make that money, I'm going to go do it here. And like, you're basically just like organizing things, right? You're either creating or you're organizing. Like, how does that mentality work? Like, I don't think the average person understands that. I think that's one of the big misconceptions of. Because this goes back to the greed thing. And the reason I really don't like the word greed is because like, there is so much misconception about it. Although I will say the definition says that it's probably that. But it's like, it is a negative word.
- [21:30]
B
The connotation is super negative.
- [21:31]
A
But it's like you don't exclusively do it because you're greedy. It's like you do it because you don't know how to do anything else. Like, you know what I mean?
- [21:39]
B
Yeah. It's actually.
- [21:42]
A
Sorry, Sorry, Alex Sharpen. We can't turn it off. And we don't understand why anybody would watch it like that. Like, that. That's the thing we think about.
- [21:48]
B
It's creation. Like, why was man put on this Earth? Like, were we put on earth to, like, wake up, watch tv, go back to bed? Like, no. Like, we have creative powers in our bias how husband and wife get together. We have children. Like, we create. Like, that's the mission on Earth. Like, we're always creating, right? And it's like, you know, like, any of us, like, when you get married, and it's like, we need to go create something. We need a house where we're gonna live at. And you create things to be able to get a job, to be able to organize matter, to be able to make. Oh, we have a house now we can move into. And. And it's just like. That's the thing. I think that so many people, though, they become. I think the word that Garrett White uses uses the best sedated, where, like, there's pain. And so because the pain, they're sedated. So they just sit in this moment of. They don't want the pain, right? It's because the pressure was too heavy for them. At one point, it hurts so bad that they say, I have to stop. Right? Versus we're talking about, like, over the last six years, like, I got destroyed, then increased capacity and destroy. And like. And so there's two sets of people. There's the people that aren't producing. They're sedating because they're afraid of the pain. They're nervous to pain. They're trying to hide from pain. I get that. Like, I. There's been seasons in my life where I've felt pain, and I just want to hide. And I have. Right? But then there's seasons of your life, at least hopefully, for. And I wish everybody could experience because the. The opposite. You're in the creation zone, where you're creating and you're doing. And it's. It's. It's hard. It's a different. It's. Both of them are hard. They're different hearts. Right? One is, there's so much fear. There's so much, like, just trying to get out of the pain. And the other one is just, like, you create to create. Right? Like, you could ask my team, like, we build a funnel. And for me, it's just like, look at this thing we created or create a product or an event or whatever. And it's like the creation of the thing and then sharing it with people. Like, that's.
- [23:25]
A
Yeah.
- [23:26]
B
Like, I don't know. And I think it was the same way, like, when I was wrestling, that was my art at the time, and it was just like, I didn't want to do anything besides wrestling. Like, went to terms in terms. I'm like, where's the next term? Where's the next thing? We're just like, we kept doing that and doing that, like, my entire life, because that was the art at the Wild. And just. You want to keep performing what you're doing. Right. And I think that if you can get out of that sedation that most people live in, which I say the majority of humans do.
- [23:48]
A
And I think that's the issue is that, like, for you and I, we create like entrepreneurs, funnel hackers, the free thinkers of the world. Like, they go out there and they create because it's like, that's what we do.
- [24:00]
B
Yeah.
- [24:00]
A
But, like, I don't think that's how most of the world operates.
- [24:03]
B
Did you do initially? Right. They're born. They have that seed, that seed of whatever you call it, growth, greed, whatever. Right. But something happens in life where they get. They get the pain, and then they sedate because it's easier. I think it's one of the biggest problems. And I'm anti drug, anti everything that causes sedation. Right. Because most of the world I see especially, like, in entrepreneurial community where people could be doing so much more, but instead they're sedating with drugs or alcohol or weed or whatever it is, because it's like, let me take the pressure off myself. And I man, what a tragedy. Like, you could be producing and changing some people's lives. I need an outlet, and the outlet causes sedation. It takes you out of your ability to produce. I think the majority of people, like, that's what they do. Like, it drives me crazy. I see all the conversations on Facebook of, like, you know, there's. There's entrepreneur events. People come together and they literally, there's. There's sessions. They talk about what mushrooms they use to, like, hallucinate and all. It just drives me nuts. Like, you guys are sedating to get out of this pain as opposed to stepping into the pain and creating and changing people's lives. And so I'm very vocal anti all that kind of stuff. I think so many people like that, that's where they slip back into one of the greatest Blessings of my religion that I believe is like, I don't have these tools to sedate that most people use. And so it's like, my outlet is creation, right? If my outlet was drinking, if my outlet was drugs, Mallet was these other things, like, I wouldn't have been able to produce. But I don't smile. It's got to be, what. What is it like, production. Let's create something amazing. And I think that too many people let themselves off the hook and just like, oh, I could go crate, or I'm gonna watch tv or I'm gonna go eat, or I'm gonna go, like, if your outlet is something that sedates you, it's taking you out of your creative zone. I think most people slip that because it's easier, it's cheaper. It doesn't cause the pain. You know, Garrett White's whole mission, wake up, warriors. Waking men up from that sedated state that most of our society is stuck into. Which is why I relate to him so well. Cause I, like, I see it. I see it in people I love that care about. She's like, you're sedate. If we could break you out, you get back to production, and you can change the world.
- [25:54]
A
Yeah, I think it's interesting. So I have a coach who I think did that for me. I mean, I don't use Garrett, you know, Garrett Wyatt, which. He has an intense man. Oh, my word. Garrett, if you're listening, I would love to talk to you. Come on show. But, yeah, I'm always plugging. Hey, if I ever get a guest. Elon Musk, if you're listening. Anyway. But, like, I coach Katie Richardson. You know, Katie. Katie is outside of, like, my immediate family, and, like, Leah, obviously, like, top. Top three people that changed my life. Katie Richardson, Russell Brunson are two of that. Are in that top thing, right? And so Katie is someone that I work with, like, one on one. And we don't. I mean, I don't think I was ever sedated in the sense of, like, what you're talking about. But, like, the opposite of sedation is, like, being alive, right? Like, like, really truly, like, coming alive and, like, understanding, like, who you are and, like, what you are put on this earth here to do. And so, like, the thing that I struggled with for the man for the longest time, even, like, from the beginning of days of these entrepreneurs, like, right and wrong, right? I was like, I didn't want to do the wrong thing, right? I didn't want to take anybody off, because that would be Bad, right? Like, oh man. Like, you don't want to get into a fight because that's bad. Right? I don't want to make too much money because that might be bad. Right. I don't want to say the wrong thing because it might be bad.
- [27:04]
B
Right.
- [27:04]
A
And so I like lived in this like, universe or this black and white. Like, is it right or is it wrong?
- [27:09]
B
Right?
- [27:10]
A
Like what? Katie came along and she's like, Josh, like, there is no right and wrong now. There is in the sense of like, there's moral right and wrong. And so. But like, I'm not going to go into the concept of like, you know, universal truth, but like, I do believe there's absolute truth. But like, in the sense of like our everyday life, it's, it's not so much as like, is it the right thing or the wrong thing? It's like, is like, what are you going to choose to do? But like, you can only know like, what you're going to choose if like you're alive, if you're, if you know who you are and like, you know what you're put on this earth to do. And that's why it's funny. I think you may know this story. So my brother dies. Helicopter crash, beginning of 2019. Kind of wrecks my whole life. Ended up selling the company, sold the business to an investor. The business partner took over and like, Leah and I like went off, took her off around the world. And it's supposed to be this like four month long trip where I was gonna like disconnect and just like figure out life and everything like that. And like Christmas time, it's about a week before Christmas and we're in the Philippines in the middle of absolutely freaking nowhere. Like the nearest airport, hospital, anything is like six hours away, like absolute middle of nowhere. And Leah gets a intestinal eating parasite. Like she gets super, super sick. Like, can't sit up, can't keep food down. I'm like, oh my gosh. We're in the Philippines, the middle of nowhere. And so like we go to the emergency room and we get there and it's like a car. Like, I mean, it's like a piece of plywood with 2 inch foam. And there's no, there's no doors on the bathroom, no toilet seat, there's ants crawl. It's like terrible, right? And so long story short, we end up having to cut our trip like two months early. We live like tens of thousand dollars in deposits, like getting her home or whatever. And like, I have no business at this point, right, we were supposed to be going for two months longer. I was supposed to fly home. Like, I was supposed to come to Funnel Hacking Live that was going to be like, are coming home, right? And I find myself in like the basement of my girlfriend's mom's house the night before Christmas, going like, what am I doing with my life, right? Like, you know, like, how did I end up here, right? And so I go through the process like, okay, I need a coach. And I, you know, go through and I interview a bunch of different coaches. I end up like, choosing Katie. And I'm like, all right, Katie, like, you're going to solve all my business problems for me. You're going to make. You're going to help me all this money. You're going to help me build this million dollar business and everything like that, right? And so the very, very first call, I'll never forget the very first question. And she's like, all right, vent, like, I know you need to. I'm like, right, like, just brain dump, like Ben for like 20, 30 minutes straight. I'm like, what's the answer? She goes, josh, who are you? I was like, really? Like, that's where we're gonna start this whole conversation. I just made you 60 grand. This is where. And then. And like, looking back now like, that. And I do have a full circle with this, uh, looking back now, figuring out who I was gave me my permission to go do what I was called to do, right? Without the fear of what anybody else thought. And like, I'm not trying to intentionally piss anybody off. I don't want people to actually hate me, right? But I, like, I'm so certain in what I'm doing and like, knowing who I am that I know that I'm like, I know I'm a contributor to society. Like, I know that I'm making the world better. What I do, because I believe that everybody, like, deep down inside it, like God has given them talents, right? And I believe that the thing that whatever it is that you're good at or that you like to do or whatever, like, that's the talent that God gave you. And you have a choice on how you're going to go out and use that. And I believe that you should use that to serve him.
- [30:12]
B
What's up, everyone? This is Russell and fall is officially in the air, which means crisp mornings, pumpkin flavored everything. And my favorite part is switching out those shorts and T shirts for these cooler weather essentials. Right now I'm all about finding the perfect cozy cashmere sweater and a sharp leather jacket. And for that, I've got one word for you. Quince. Quince offers affordable, high quality essentials that belong in every wardrobe, whether you're upgrading for the season or just adding some timeless staples. Think luxurious Mongolian cashmere sweaters starting at just $60. Yes, you heard me right. I know that because I literally just bought two. And pants that are so comfortable you'll want to wear them everywhere. What I love most about quints is how they cut out the middleman. They work directly with responsible factories using premium materials, which means you get incredible pieces for 50 to 80% less than other luxury brands. Let me tell you, now that I'm officially wearing some of their gear, it feels every bit as high end as the designer stuff, but at a fraction of the price. In fact, that sweater I told you about earlier that I snagged? It's super soft. It fits perfectly. It looks like I paid hundreds of dollars, but nope, it was just 60 bucks. If you're ready to upgrade your fall wardrobe without breaking the bank, head on over to Quince.com clicks for free shipping and 365 day return policy. That's Q U I N C E.comClix Seriously, free shipping and a whole year to return? You've got nothing to lose and a whole bunch of really cool cashmere to gain. So go treat yourself to some wardrobe upgrades today@quince.com clicks. Hey, it's Russell Brunson. And if you're anything like me, you understand that in business, time isn't just money, it's everything. When you're trying to build your dream team, the last thing you want to do is waste time sorting through a mountain of resumes. But what if I told you there's a smarter way? Instead of searching for candidates you can match with them instantly. Thanks to Indeed, Indeed is the hiring platform you absolutely need in your corner. We're Talking about over 350 million visits each month from all around the world. That's a huge pool of potential talent. And here's the best part. Their matching engine connects you with the right candidate in no time. Imagine skipping the busywork and going straight to the people who fit your job description. Like a glove. Sounds like a dream, right? And it's not just about saving time. It's about getting the results that matter. In fact, 93% of employees say Indeed delivers the highest quality matches compared to other job sites. And that's pretty incredible. And I want to tell you, I've been through the hiring process myself. There were times it was slow and frustrating, and I wish I'd known about Indeed back then. It would have made everything so much easier. But here's where it gets even better. Indeed is constantly learning and improving. With over 140 million qualifications and preferences feeding their matching engine every day. The more you use it, the better it gets. It's like having a personal hiring assistant who's always on top of things, making sure you get the best of the best. So don't wait around. Join the 3.5 million businesses worldwide. They're already using Indeed to find top talent fast. And here's something special just for the listeners of the Marketing Secret show. You can get a $75 sponsored job credit to boost your job's visibility at Indeed.com clicks. Just head over to Indeed.com clicks right now and let them know you heard about it on this podcast. Trust me, you're not going to regret it. Terms and conditions may apply. Need to hire, then you need Indeed.
- [33:10]
A
But, like, the problem is, is that I don't think. I think, like, an overwhelming majority of the world has no idea who they are or what they're called to be. And because of that, the people like you or Elon or whoever, the producers of society that, like, know who they are, like, what their talents are, like, what they're called to do and, like, things like that. Like, it's such. It's like a. I mean, you've seen my growth, right? Like, you've watched me transition from this crazy, you know, little kid like this. It's like that came by learning who I was and, like, how I was contributing, what I was doing, what I was called here and what I was put here for. And so when you talk about, like, sedation, I feel like that's. That's the issue of they're sedated and so they don't even know who they are. Like, they don't even know how to tap into it. They don't how to understand it. And because of that, they look at someone like you, they look at someone like me, and they go, well, you're preventing me. Like, you're taking away my ability to go do something because, like, you're taking all the money, right? Like, you're taking all the opportunity. Or, like, you have a category king on the market. So, like, I can't go and do it then. So, like, to those people, or this concept of because you're successful, I can't be successful. Like, what is your response to that? Like, how do you interpret that? Yeah, like how do you make help someone, like, shift to be. Like, just because I did it doesn't mean you can't.
- [34:15]
B
Yeah, it's interesting because, like, that's. It's. It's funny because for me, it's such a foreign thing to understand that. Like, and I see that so many times, entrepreneurs where it's that, like, that mentality of, like, there's. There's not a money or not of opportunities or resources, whatever. And you know this. I know this. Like, man, there. The bigger problem that I have is there are so many opportunities every single day that it's drown. Like, it's not. There's not enough opportunities. There's so many. It's like, how do you get it? And I think when people start understanding that, like, look. Look around, like, learn. Learn some basic skills, right? Like the original.com secrets book I wrote. Because I'm like, if anyone took these principles and looked at any business, you could apply it and like, boom. Like, it just works. Like, it's magic. Like, there's not a business on this. Like, Adam's eye care, I can see right out the window. I take dotcom Six principles. Blow that company up overnight, right? And so, like, if you have these. These tools, like, you could do anything. You could sell, like, sell phones, you can sell watches, you can sell books, you can sell, like, you can sell podcasts. Like, so it's just like, I think when people start understanding that, like, it's just education, they don't understand it. I've had friends before, like, oh, like, life's tougher now. There's no opportunities. And just like, what? Like, there are so many opportunities, but you have to have the skillset that actually. That can produce it, right? I think so. You know, a big frustration, obviously, I have. I think you have as well, is. And we talked about this a little tonight with my kids, you know, it's just like, a lot of things that you were equipped with are like, school. Like, the school system doesn't equip you to be able to capitalize on opportunities, right? It doesn't. Unless you're like, I want to be a doctor.
- [35:42]
A
Cool.
- [35:42]
B
This is a process that now you can capitalize being a doctor or being a dentist or whatever that traditional path is to be able to, like, walk in and, like, make it rain somewhere. Those skill sets aren't taught in school, right? And you think about. In any business, there's a couple. There's a couple personalities, right? There's like, the entrepreneur who starts it, right? Then there's the Managers who are managing the people, there's the technicians who are doing the thing, and there's the rainmakers who come in and make money. And it's like, if you learn that skills, like, how do you become a rainmaker, how do you go in and you can plug in any business or any opportunity and you can turn it into money. Like, then every, every door you walk past, there's opportunity. There's infinite. Every human you see, there's opportunity, right? Just people have to learn how to like, take the talent and learn how to market the talent, right? Because God gives us all different things. Some people, like Kayla Poland, God gave her a gift to be able to help women lose weight, right? But it wasn't until she learned how to market that that it was actually now, now the opportunity is huge. They've got, I don't know, a hundred employees in their company, millions of women they've served across the world. It was like taking your God given talent, learning how to make it rain, plugging those two things together now. Unlimited opportunities. And so I think a lot of times it's like we're given. And that's why I think, like, why I'm so loud about my mission, why I try to share so much. Because like, I believe that God's given everybody calling, right? It says in scriptures many are called but fewer chosen. Like, everybody's called, Everybody gets a calling. Everybody gets that tap on the shoulder. Everyone gets the opportunity. Doesn't matter where you're born, where everyone gets the opportunity, you're called. Most people don't do it or they don't know how to do it because they have this talent, this hobby, this thing. It's like, and then what happens? The date, they hide or they search and if you search, you find the answer. And then it's like, oh my gosh, like now I can, can take this thing and change the world.
- [37:18]
A
Do you. But like, do you think, do you think everybody has that talent though? Like, do you? I obviously there's only one Russell Branson. But like, I have, I have discussions with my mom a lot, right? Like, I have a great relationship with my mom. And my mom always tells me she's like, josh, not everybody's you. And like, not everybody thinks like you. Not everybody has to drive like you. Not everybody has confidence like you. Not everybody has it. And I'm like, but you don't have to like, like you could, like, you can do the same things just like in your own way, right? But like, and everyone's got a different.
- [37:49]
B
Like, view of success too, right? Like when my first mentors taught me that. Like when I launched my first mastermind group, he pulled me sides like, your mastermind group's gonna fail if you try to put your version of success on all those people. I was like, what do you mean? He's like, he's like, it's funny because he was in the room. He's like, I can't say names because he has to know somebody. He's like, you said guy right here doing why he's in the room. I'm like, why? He's like, he wants to hear himself talk. That's why he's here. And if I try to like force him do something, he's not going to do it. That guy right there, he's here because he wants to hang out with a group and get network people. And he's like, you, you're here because you must celebrate his ideas. Right? He's like, so if you try to launch a mastermind, like your goal is to build $100 million company, you try to put that your values on the people, you're going to make them all fail. And that was like this big aha for me. It's like everyone's got a different vision of success. So maybe your brother or someone or sister or like a family member may not think, like, think like you would be like, it doesn't matter. It doesn't mean they change a million people's lives to change the world. Like it could be their mom and they could be the best mom in the world and they changed their kids life. Like that's a calling and that's what.
- [38:44]
A
I want and that's what I want you to touch on. Like I want you expand upon that because I feel like, man, I hear so many arguments. I'm trying to figure out like which one fits best here. It's like, but like Josh, we need the plumbers of the world. Yeah, right. Like we need the people that will come in and vacuum the carpet. Like we need the people that will just do the mediocre tasks and that, that are like, are not important and that I'll just kind of do those in and out and in and out and like. Yeah, that like what? Like, because like I feel like, how do I say this? I believe that a majority of the people in this world are not living up to their true potential. Right. Like an over massive amount of like overwhelming majority are anyone is to be.
- [39:28]
B
Honest, I don't think I am.
- [39:30]
A
Right.
- [39:30]
B
You know, I mean like I don't think so? Yes. But yeah, 100%.
- [39:34]
A
You're living far more potential. Like the average person is, right? And how I look at it is I go like, hey listen, like not everybody can do what you do or what I do or like whatever. But like, okay, how do I bring this around? Makes it more clear. I'm gonna use it from political aspect of things because I think that's something that we can all understand. Hey, poor people, victim mentality people. Ooh, that's a, that's a controversial thing. But like, you know what I say? But like victim mentality people or like poor people like things that like they don't think like that. Or maybe they didn't have as good a schooling or like maybe they didn't have as good of like education, like whatever. Like they don't have the same understanding that like you do, right? So like shouldn't we, should we help them see that like they can go and achieve more or like should they like is their version of success? What am I trying to ask?
- [40:26]
B
The answer is yes, we should be. And that's what we're doing, right? I heard someone before, they're like, well Russell, you have a fifty thousand or one hundred thousand dollar mastermind group. Like I can't afford. That's not fair. I'm like, yeah, but like I also do a podcast two to three times a week. Every single time, every single week for like six years. I've written three books you can get for ten bucks or you can get them for free or you know, like there's levels of it, right? And so like the thing is like there's, there's value everywhere and if you pick it up, it increases, you know, like you, and you actually apply it. Like I'm a big believer that God gives all of us stewardship over things, right? Like he'll give you an idea or give me an idea, give anybody an idea or desire. Like here's some desire for you. You look at these kids who are struggling but they get desire to play basketball and then they become the Michael Jordan's or whoever, like the people, right? Because God gives them desire or they give my ideas or talents. Like I'm a big believer, like in my business life, as I've been doing this journey now for 18 plus years, is that I got ideas and a lot of ideas I didn't do anything with, right? But some of them I took, I got the idea and like, and I'm not, I'm not naive enough think, oh, I came with this great idea, like These are blessings from God, right? Like, he's like, here's an idea. Let's see if you're gonna be a good steward with it. I get the idea. And if I do something with. He's like, oh, my gosh, Russell's a good steward of ideas. Let me give you another idea. And if I don't do something with. He's like, all right, let me give somebody else, right? Like. Like all this was happening. They would have happened without. Somebody would have taken it. But I was this good steward of the thing, and so I got blessed with another one and another one, another one. And I think that's a big part of it. I think if people, like. I don't think that God. I mean, I do think that he puts us all in different spots to start with.
- [41:55]
A
Okay?
- [41:55]
B
That's giving us ideas or desire things like that. And he's watching. You're gonna be good steward with it. If you are, I'll give you more. If you are meant, people can go from the worst of the worst and become the best in the world, and people can start the best world, be horrible, because what do you do with the things you're going to stewardship over?
- [42:10]
A
So. So what you're saying here, which is actually a fascinating concept, is that, like, I'm going to use the idea for clickfunnels, for example. Like, the idea for clickfunnels is. Wasn't yours, per se. Right.
- [42:20]
B
You know, people are trying to build a funnel software.
- [42:22]
A
When we built clickfunnels, I'm sure a.
- [42:23]
B
Lot all my friends were. Everybody was.
- [42:26]
A
So you have this idea that is essentially open for anybody. Like, anybody could go and take advantage of this idea. You just.
- [42:36]
B
God.
- [42:37]
A
You're saying, like, God put this idea in your head, and he probably put this idea in 100 people's heads or 510,000 people's heads or whatever. But you're like, but I was the one that answered the calling to be like, okay, I'm actually gonna take this idea and do something with it. And so because of that, it's not that you took it away from anybody else. Like, anybody could have done it. You're the one that actually went out and just chose to go and do it and bring it to reality.
- [42:55]
B
Yep, 100%.
- [42:56]
A
Okay.
- [42:57]
B
There was a. I wish somebody shares me, and I haven't read the book. There's a book that tells the story of an author who, like, had idea for books, sat down, started writing it, and someone's gonna know. It's a famous book. People would know this. I guess someone on the chat knows this.
- [43:08]
A
Somebody comment below when you hear it, what it is.
- [43:10]
B
Author, like, write the book and then stops. Like, I run some time, forgets about it. And then, like, six years later, this new book comes out because New York Times bestselling book buys. The book starts reading. Like, this is the book that I was supposed to write. It was like, oh, my gosh. I didn't. I didn't take stewardship of the idea. I stopped. And so God gave somebody else. It's like, it's the same book, right? It's just. It's just I didn't. I didn't finish it. And so I 100% believe that. And I think it could be an idea, it could be desire, could be a million. A million things. We all have these different gifts of the spirit, right, that are given to us. And they sit back and watch. Let's see what you're gonna do with it.
- [43:38]
A
I feel like that. I feel like that could give a lot of people permission to go out and do stuff too, right there, like that. That viewpoint. Because, like, one of the things that I struggled with early on, which to a certain extent I think I still struggle with a little bit, not nearly what I used to, is like. Like, why. Like, why me? Like, not. Not in a bad way of, like, oh, man, why do I. Like. But why do I get these cool opportunities? Like, you know what I mean? Like, I live a pretty great life. Like, you know what I'm saying? And I'm like, why do I get to have this conversation, not somebody else? Like, why am I the first person that sit down with Russell Brunson talk anything related to politics ever, right? Like, but it's like that concept of simply because I chose to go do it. Like, I chose to be the person that was capable of, like, having this conversation, right? Like, it became that person. I think that because of that, like, what you just said right there is, like, gives to give people permission. Like, you're not taking away from anybody else. And, like, you're not inherently. Like, you're not inherently special. I mean, you are in your own way, but, like, you're not. It wasn't. You're not the only person that could.
- [44:33]
B
Have built click on shockingly average. Yes. My wife asked my parents, like, Russell is shockingly average.
- [44:38]
A
And you're actually super awkward to meet for the first time. You know, the first time I met. Do you remember the first time? I think I actually told you this the first time I met you. Okay. The first time I met you is at Grant Cardone's 10x work on the very first one. All right, so this is at the time Grant hired our team to do, like, Instagram stuff. And this was, like, super, super. Anna was, like, dead broke. I couldn't afford to go to that conference, like, if I wanted to, but because we were doing Instagram stuff, like, he gave us, like, tickets, and we saw you, like, get off stage, and we're like, dude, I bet you, like, run right now. We could, like, meet Russell. And so, like, we run down the stairs, and sure enough, there you are, like, coming down. And, like, I walk up to him, like, Russell, oh, my gosh. Like, huge fan. And you're like, hey, thanks. And we're like, oh, okay. We're like, can we get a picture? You're like, yeah, I guess. And so, like, I go. And, like, normally, like, when you go, like, take pictures, like, you put your arm around them and things like that, like, you just literally stood there, right? And, like, just like that. I like, oh, okay, I guess we're not doing that. And so there's, like, this picture of me in, like, I'll find it. I'll box it to you.
- [45:40]
B
But it's like, we're sitting there.
- [45:41]
A
I'm like, this is so. Guys, Russell is shockingly average. Shockingly average. Apparently. Like, back to the conversation. I remember, like, what I was trying to ask. So, like, that was the very first time I met you. I was like, oh, man, I can be a millionaire, too, you guys.
- [45:55]
B
Before, I just want to, like, when I got started this whole business, it was me. And then I hired two of my buddies come work for me, because, like, they were only people that cared what I was talking about. Yeah. And we were all working on this business. And remember one of my buddies pulled me aside one day and said, you know the difference between me between us two and you? I said, no. He said, the only difference is you're in momentum, you're moving forward. So these opportunities keep coming to you because you're moving, moving, moving, moving. He's like, we're sitting back here doing the thing, but there's no opportunities come just because we're not moving. I think we need to understand when you're moving in forward, like, people are like, oh, you're lucky you came with click funnels. I'm like, do you know how many funnels I launched before clickfunnels? Over 150. This is not 150. Like, ad create funnel in clickfunnels. Like, oh, that's a funnel. It was me come with an idea, hiring a designer, writing a sales letter, putting the products together, putting the pages in front page, uploading through FTP, getting a shopping cart, connecting them 150 times. Took us three months on average to each one. Okay, 150 times before we came up with clickfunnels. Like, I was just moving forward over and over and over and over and over and over again while everyone else is sitting around waiting. Like, motion is the key. The opportunities come. This is what I'm talking about. Being a good steward. Like, God gave me an idea for Zip Brander. Do you remember Zip Brander? No one does, but that was the first idea. And I was like, oh my gosh, Zip Brander. And I went, I found a guy in Romania. I paid him 20 bucks to build the software I created. I got a thing, a header design and a headline and a thing. And I launched it and I made like 400 bucks. And then next idea was like this thing called Article Spider. You remember the Article Spider? No one does. I paid someone that a couple of bucks. I did that. I launched. I made 1700 bucks. And I was like, oh my gosh. Foreign Fortunes number three. And then the next and the next. And I can show you guys, I did this. I wrote them all that I went back to the way back machine. I found all of them. Thing after thing after thing after thing. I did after. I did, like, the ideas pop in there. I execute them. Try and try it. And each one got better and better and better and better. And eventually God's like, all right, you're capable, like, you're a good steward. Here's clickfunnels. Go with it. But if you were to give me that initially, I don't know what to do. The momentum, it's the motion that makes you worthy of the calling. And if you're not in momentum, if you're not moving forward, you're never going to get the call. Many are called, but fewer chosen.