As I prepare for Funnel Hacking LIVE Online 2024, our 9 and 1/2 version of our annual event, I’m looking back at previous Funnel Hacking LIVE events and I remembered this long forgotten gem.

In this presentation from 2020, right before the pandemic, I delved into the essential frameworks that guide you from dreaming big to becoming the leader your tribe is waiting for. This episode is packed with insights designed to help you not just build successful funnels, but also discover and refine your unique voice in the process.

Listen as we explore the crucial frameworks that every entrepreneur needs to master to find their voice, teach effectively, and ultimately sell their frameworks with confidence. Whether you're struggling to find your passion, unsure of how to structure your teaching, or looking for a proven way to create and sell your frameworks, this episode has it all.

Key Highlights:

Tune in to gain the tools and insights you need to elevate your business, connect with your audience, and become the expert your community is looking for!

The framework keeps you in line and makes sure that what you're saying follows a process that other people can follow as well. So it's important to have these frameworks as you're teaching, as you're sharing, as you're giving, because everything you're doing, again, from the ads to the videos, are all following a framework.

Russell Brunson:
What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. Right now I am in a car on the freeway with four other people and they've never sat in while I've recorded a live podcast before and they're rolling their eyes to me, but we are here having a good time. We just got done with the Atlas Mastermind group in Sedona, Arizona for the last week, which was one of the coolest experiences I've had in a long, long, long time. This is our highest level inside of the Inner Circle inside of ClickFunnels, and so everyone in the group is doing huge numbers. Anyway, it's been really fun and really insightful to see what people are doing, how they're scaling. It's fun as a group collectively. We've got one person in a group who's spending $150,000 per day on ads, and so we decided that should be everyone's... First, it's the standard thing you're achieving towards.

I was like, that should become everybody's floor. And so we have a goal for everybody to get the spot where everyone's spending at least a hundred grand a day. So the goal initially is everyone's starting a hundred grand a month and a hundred grand a week and then a hundred grand a day.

So that should be your goal if you want to scale a company. So that's the kind of stuff we hang out with and talk about in the Atlas group, which is so much fun. But anyway, now we're driving back home, head to the airport and we are about to get ready for Funnel Hacking Live, which is coming up in a week from now. This is like event season for us right now. It's been chaotic and fun and all the things, but Funnel Hacking Live's coming.

And I thought for today's episode it'd be fun to show you guys an old presentation I did at Funnel Hacking Live. In fact, this one's really fun. This is the very first time I ever taught the concept of frameworks and creating frameworks, from that you can create your products, your services, your coaches, your coaching program, your courses, all that kind of stuff based on a framework. And it was the very first time I ever introduced this concept to our community a couple of years ago, and I thought it'd be fun to bring it back to you guys. And so that's what we're going to do today. But I also want to caveat that with the fact that because Funnel Hacking Live is coming up, I want to make sure you have your tickets. This is the first Funnel Hacking Live we've ever done that's completely virtual, which means we're streaming it around the world.

We've got people in, I don't know, 10 different countries who are getting Funnel Hacking Live. We're translating into Spanish and Portuguese and all these. Anyway, it's going to be a really cool experience. But the other cool thing we're doing is we're going to let you try out Funnel Hacking Live for free. We've never done this before either, but we thought how cool people always every year like, oh, I wish I could afford it. I wish I could... Next year I'm going to come. And they always have some reason why maybe they couldn't get a time off of work or they had something happening or whatever. Insert excuse here. Everyone's got an excuse and reason why they haven't come in the past. And I thought, let's get rid of all excuses. Let's make this simple. I want to make sure that we can serve everybody in our community.

And so this year's Funnel Hacking Live, the way it works is you go to funnelhackinglive.com and then when you go to sign up to create a ticket, you basically put your credit card in, but we don't bill you anything and they have a chance to go through the entire Funnel Hacking Live process, all three days, experience it, see if you love it, and if you love it, then after the event, then we'll bill your card. And if you don't love it, let us know, you're like, Russell, you talk too fast, I'm out, and we won't bill your card and that's cool too. So I think for most of you guys, it's going to blow your mind what happens at Funnel Hacking Live. And this year, again, we're streaming it from the studio in Las Vegas. It's a really cool, it's going to be really special.

I want to make sure you guys get a ticket. So again, go to funnelhackinglive.com, go get your ticket. It's $0 up front. You come to the event, attend it, and then afterwards decide if it was worth it, which is cool. It's like going to a restaurant and then sitting down and ordering dinner. You eat the entire dinner. Then afterwards you're like, eh, that wasn't that good. And then you have to pay for it. Or you go to a movie and you watch the entire movie and then after the movie you're like, you know what? I'm just not feeling it. And then they don't charge you for the movie. That's how it should be. So that's how Funnel Hacking Live is this year. You got to come experience it and then if you love it afterwards, let us know and we'll bill you.

And if not, no harm, no foul. So that's the game plan, but you got to get your ticket. So that's the game plan. And then step two is this episode is one of my keynote presentations from Funnel Hacking Live a couple of years ago talking about frameworks. And so if any of you guys are people who either are creating courses or products that you want to, I hope this helps to give you guys an idea about how to create frameworks, how to teach your frameworks in a way that get people to move so you can change their life, and I hope you enjoy the session. So with that said, let's kick into the podcast episode so you guys can go deeper on how to create your very own frameworks.

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's 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. I've been so excited about this. This is going to help pre-frame the rest of the week, and I think that it'll make you guys start shifting the way you look at things a little bit. I shared this a little bit on the Two Comma Club cruise. Who are the people who on my cruise with me? Okay, we did a midnight mastermind session because that's what we do on cruises, we stay up all night, and I talked about this a little bit and I've evolved it and developed it a little bit and I want to talk to you guys about today.

I think it's a piece that's going to help you guys understand how to have more success with your funnels, and it's going to seem counter-intuitive at first, but I promise if you stick with me and sit through the process, you'll be like, oh my gosh, I see how this is in everything that we do. And so I gave you guys a handout today. It's called Expert Evolution, How To Become The Leader Your Tribe Has Been Waiting For. You can take notes on that as we're going through there if you want, but I'm going to be covering three different frameworks right now. The first is the framework of how to find your voice, the second is the framework on how to teach frameworks, and number three is the framework on how to sell your frameworks. So that's the game plan for the next hour and six minutes and 56 seconds. Okay. So this is the blueprint. This is the framework right here of how to find your voice.

I think a lot of us get started in this business, at least I did and I was a shy, awkward, and I'm going to show you guys a clip here in a minute. You have to evolve, but you just can't... There's a process you go through. And a lot of times people read my book, Expert Secrets, the next day they're out there with a sign saying, I'm an expert, I'm going to sell you something. It's like, you missed it.

That's not the purpose, it's not the path, it's not how it works. There's a process for you to be able to find your voice and be like, what's the process? What does it look like? And forever, I didn't know. I said, you just go out there and you do it and you do it and you do it. And it wasn't until recently I sat down and said, what did it actually look like for me? What did it look like for other people? How do I reverse engineer that so we can teach it? And that's where this process and this framework came from.

All right, so I'm going to walk us through this. So phase number one here. Phase number one is what I call the dreamer, and this is the phase that starts with a little spark. How many of you guys, when you got into whatever it is that you're doing, you didn't know exactly what you were going to do. You may not have been super passionate at first, but you had interest, some desire. This is cool. Think about your business or the marketing of your business. When I got started in this, I didn't know I was going to be a marketing nerd. I got a C in my marketing class. A C, and I should have got an A, D or an F, and my teacher was really, really nice, but I got a C in my marketing. I didn't know marketing was even exciting or fun or anything. It wasn't until later when I was learning these things and trying to start a business and all of a sudden there was this spark and I was like, oh my gosh, this is amazing. And it all begins there.

So I want you to get back about your business. What was the spark initially that got you so excited about what it is you do? Can you guys remember that moment? What was created that spark for you? That's where this begins. The next thing that I want to add up on that, this is from Tom Bill, you and Tom is speaking tomorrow, I believe. So I'm excited about Tom coming on his first time in Funnel Hacking Live. But I was developing this, I saw Tom post something on Instagram and I was like, oh my gosh, this is brilliant. He posted a little framework for how to develop your own passion. And I think about this a lot because I get people all the time who come into our world who are like, this is exciting, but I'm not passionate about anything yet. Russell, what do I do? How do I find passion? I'm like, I don't know. Because for me, I'm just excited about everything in life. There's so many cool things happening.

I was like, I don't know how to develop passion. I couldn't understand that in my mind until I saw this from Tom and I was like, oh my gosh, this is the secret. For those you guys who may not have it, you've got a spark and you're trying to figure things out, this will help you. So this is what he said. This is the five-step process. He said, number one is you go and experiment a whole bunch of stuff. So if you know, I don't know what business I want to be in, I don't know what my career is going to be, whatever, you go try a bunch of things. That's why a lot of people go to college taking a whole bunch of classes just to find out, what am I actually interested in? So you go and experiment with a bunch of stuff. That's step number one. Step number two is after you do that, you start looking at all the things I just tested and tried, all the things I read, all the podcasts I listened to, all the videos I watched, what are the things that spark my interest?

You think, okay, I'm interested in that. That's a topic I'm excited about. That's something I can be passionate about. So you find the thing that sparks your interest. From there, you start deeply engaging with those things that sparked your interest. You start going deeper on them. If you listen to podcast about biohacking or about whatever, and you're like, this is cool. It's like, okay, now let's go deeper. Let's see if as I go deeper, if this keeps resonating with me. If you start going deeper, start studying, start learning, start finding people around. You're excited as well and goes deep as you can. Number four, as you start engaging, if it goes an interest to true fascination and you get that fascination like, oh my gosh, this is exciting, then you go down the path of gaining mastery.

And then number five, fascination plus mastery equals passion. Now, this for sure was true in my journey. Again, I got started. I was a college kid. I just met my beautiful wife. I had proposed to her and then I realized that I didn't have a job and she was probably going to want to eat sometimes.

And I was like, what do I do? I don't know. Let me try a whole bunch of stuff. I started doing a whole bunch of things and studying and reading and learning, and all of a sudden I started finding these things that cause interest and those things that started geeking out on. I started going deeper and deeper until my interest became a passion. And the more I deep, the more fascinating I got and the more fun I got. And that's where this journey begins. That's how you get the spark and you start to grow. All right. So after you guys have a spark, do you know the best way to turn the spark into a fire? You guys want to see? This is cool.

This is the way you turn the spark into a fire. Let's dim the lights a little bit. If I get my phone out right here, I turn this light on. Let's see. Okay, this is a spark, and by itself if I'm not careful the spark is going to go out. Okay, but I need your guys help. Can everyone get their phones out real quick and turn the lights on? Something interesting happens when you take a spark and you get it around other people's sparks, other people who are already on fire. Grab your phones out and get them out. Turn your camera on really quick. I want you guys to see this. If I want to turn my spark into a fire to an inferno, I got to find other people. Look around, you guys look behind you, you find other people and you get your sparks together. It starts growing. If I take my spark to a fire, it can't help but grow. Am I right? And that's why we're here today to help you guys take your spark and to light it on fire.

I tell people all the time, my role in this whole game is to get you guys so excited and so passionate about the marketing of your business, that whatever business you're in, you are able to run with it. I'm assuming you're already obsessed with your business or you wouldn't be here. So my job is to get you obsessed with the marketing of it. Let me take that spark and ignite it and get it on fire. So the best way to turn that spark into a fire is to ignite it, I lost my thing, is to get around other people. As you get around other people, you start feeling that it starts growing inside of you. That shifts you now to the second phase. The second phase is where I start taking on the identity of the reporter. It is interesting. How many of you guys have ever heard of Howard Berg, the world's fastest reader?

So when I was in elementary school in the '90s, I was an infomercial geek, so I was watching infomercials and there was this guy who is the world's fastest reader. I saw him reading these books and he goes through the page like this and flips through and starts reading super fast. I was like, that is the coolest thing. I'm like, there's no way it's true. He's got to be faking it. I remember watching the infomercials over and over and over again as a kid. Then fast forward 15 years later, I'm a grown man or grownish, my kids always tell me, "Dad, you are the least mature adult we have ever met." Thank you guys, I think. I remember on Fox News on the, what's that? Cavuto Show. Howard Berg was on there was right after the healthcare bill came out and there's a huge healthcare bill, and then Howard Berg read the entire healthcare bill live on Fox News in front of everybody.

He reads the whole healthcare bill in 55 minutes, I believe. And then afterwards he interviews, Mike said, "What did it say?" And he starts telling them all the things and reciting back huge portions of the healthcare bill. I'm like, this guy's amazing. Then I'm at an event like this, it's in Dallas, it was about a thousand people. It's about a fifth the size of this, and I'm speaking on stage. I get done afterwards. And some guy's like, "Hey, there's the world's fastest reader's here. He wants to meet you." And I was like, "Wait, wait. Howard Berg's here?" And I started totally fangirling and freaking out. He's like, "You know who he is?" I'm like, "Yeah, I used to watch his infomercials. I was like 15 years old." Anyway. So excited I had a chance to meet him and me and Howard become really good friends since then.

And actually when I launched the Expert Secrets book, I had Howard fly out to our office. I was like, "I want you to read my entire book live on Facebook, and then I want to quiz you and see if you could actually remember it." Because writing a book is cool, but having the world's fastest reader read it live in front of you was way cooler than... So I had Howard. We flew him out. The boys was like, "Here's the book, want you to read it." And he sat down, he started reading it. And didn't even see the episode of this, he did it on Foot Locker TV. He read the entire book in four minutes and 43 seconds live on Facebook. And I was like, this is so cool. I'm like, there's no way he's actually getting it. So I watched him read the whole thing and then we got done reading it. I had the really cool opportunity to sit there, okay, let's see if you actually read it.

And I started asking him questions about it and he was able to tell me things back, say, well, you said this and you said this, and then you talked about this, and this is my thought about that. And it was one of the coolest experiences of my life. But what was he... Did you guys ever see the Sony Speed Reader commercial? He's on that with Justin Timberlake. It's a really funny ad where basically they had the Sony Speed Reader and Justin Timberlake's like, so something like, or maybe it's Peyton Manning. Anyway. Peyton Manning said something like, "With this Sony Reader, I could read a hundred books." And Howard Burr goes, "I just did." And then Justin Timberlake's like, "I just did too." It's the funniest commercial. Anyway. It's worth watching. So that night after we got done, we took Howard out to dinner in Boise, and I'm sitting here, I'm like, this is this guy who's read over 30,000 books. Every book you can dream of, he's read. What do you Ask this guy? He's got information about everything.

I'm like, I could ask him about business or about finance or about sports, about anything. And I was like, I'm going to go to a spot that you don't normally go with people because I'm really, really curious. And so I asked him, I said, "Howard, I'm really curious. After all your life experience between 30,000 books, what's your opinion on God?" He looked at me for many, he smiled. He said, "You know what's interesting?" He said, "Most people when they want to learn about a topic, they'll read one book or one thing, and they base their opinions on that becomes fact for them and they go forward." He said, "What I like to do in stage." He's like, "I like to read all the people's opinions." He's like, "I'll read 10, 15, 20 books about a topic, for example, for religion. I read." He's like, "I basically read every single book on the topic, as many as I possibly get, hundreds and hundreds of books." He said, "By reading a whole bunch of things about it." He said, "I got a very holistic view of what I believe God is."

He said, "Based on that, let me tell you what I believe." I had one the most fascinating conversations of my life to hear what someone like this who's had a chance to learn and read from every religion you can dream of what his beliefs were in God, one of the most coolest, most amazing conversations in my life. So I was thinking about this with Howard. I started thinking about how that works in our life. A lot of times we come into this world and we're trying to do our business and we're like, we become the expert. I know everything. And then we go out there and we try to convince people. But the problem is we read one book and I was like, the phase for you to really evolve and to find your voice, to take one idea and then start running with it is to get a very holistic view. So I started looking back at when I got started and I found something really embarrassing.

This right here is the first video I ever created, ever. This is last year I showed you guys one and you all teased me. This one's worse. So this is about the time YouTube came out and a couple of people had videos on their websites and I was like, I'm going to do a video. And I remember someone, Armand Moore had a video and the background was gone and he was on the page and it looked really cool. So I'm like, I'm going to do that. So I bought a video camera, I set it up and I record this video and it didn't work. I tried to edit. I couldn't get the background to delete and it was so many bad things. But this was the very first video I ever made, and I want you guys to hear how bad I was and hopefully this will give some of you guys some encouragement like, if that guy can do it. Okay.

Hi, I'm Russell Brunson. Welcome to the secondtier.com. I'm here to help you get... Okay. Hi, I'm Russell Brunson and welcome to the Second Tier Dotcom. When I say, I'm here to introduce you. What'd you say? Hi, I'm Russell Brunson. Welcome to the Second Tier Dotcom. Want to help you get started with your affiliate training today. The first thing you need to do is click on the link above me and download our affiliate... That was real cool, the flushing toilet in the background.

He literally flushed it in the middle of the video. It was me and him. There were two of us in the room. Come on. Anyway. So there's hope for all of you. I swear. So this is the beginning of my journey and I was like, I'm horrible, but I'm going to try. And I started trying. Now at this point in time, I had my beliefs like, okay, this is how I'm going to do this thing, but I didn't know Mark, I didn't know these things. I'm like, how do I learn this? And so what I did is I went out there. I said, okay, I'm going to do what Howard Berg would've done. I'm just going to take my opinion and believe everything. I'm going to go and find a whole bunch of people who know more than me. I'm going to talk to them, interview them, figure out all their stuff, and based on finding out opinions from a whole bunch of people, from there, I can develop an actual opinion.

This little nerdy Russell from 15 years ago went out there and he found the best of the time. This is Carl Galletti. I used to call him all the time and ask him questions. This is Mike Filson. This is Gary Ambrose. This is Brad Cowan, I think's in the room. This is Brad Fallon. This is Ewen Chia. This is Rosalyn Gardner. This is Jack Humphreys. This is Keith Baxter. These are the people when I got started in the game, they were the people that were already on fire. I had a little flame. I was like, I have a flame. This thing's going to go out if I don't find somebody fast. I started looking, who's got the fire? Who's got the fire? I need to find those people. And I found the fire. I got on the phone with them. I called them. I flew to the house. I had them find my house. And I did everything I could.

I got in the rooms they were in because I knew that if I was to take my spark and I needed to become a fire, I had to be with the people who were already on fire. I found those people and this little nerdy Russell was able to take his spark and turn it into a fire. So for all of you guys, the next step in this journey of growth for you is first off, to be fascinated, have a spark, and then you got to find the people of the fire. And you have to go to them humbly and start asking them their questions. And don't judge everything based on what the lens that you view the world through.

Find out other people. Be open to other opinions, other ideas, because it's going to give you a very holistic view and give you the ability to serve your people at a much higher level than you ever could by just looking at one angle. All right, so the first two phases in this formula, in this framework are all about growth.

It's your journey to become something bigger, become something better, become the person, the leader that you need to be to lead your people. Now, after you go through these first two phases, number one, of dreaming and having a spark, number two is finding people around you, asking them questions, learning from everybody you can, every single piece of information you can get access to and learning from everybody. Then we start shifting from growth to contribution. Alex Charfen always talks about the call, the contribution, how entrepreneurs feel, they hear the call, the contribution. I need to contribute. I got to create something, I got to do something, I got to go out, I got to do something. You guys have heard that call. That's why you're here. You've heard that call to contribution. How do I contribute more? And so there comes a time in all our lives we keep growing and growing, keep studying and learning. But if you don't start shifting from growth to contribution, you will flat line.

The first time I understood this was true, when I was a wrestler in college, I was a wrestler in high school, I was a wrestler. I was a state champ in high school, took second place in the country. I was all-American high school, and I thought I knew everything. The worst thing could possibly happen to any of us is we think we know everything. I was like, shh, I know everything. I'm such a good wrestler. And I remember my senior year after I took second place in the nation, my coach Greg Williams, who's now the coach at UVU, he said, "Hey, do you want to come coach to the wrestling camp?" And I was like, "I don't know. I got girls to date this summer. This is my big time before going to college." And he's like, "I'll pay you a hundred bucks." I'm like, "I'm in, let's go."

So that was the value of week of my time back then. So I went to the wrestling camp and he's like, okay, here's some kids. I need you to train them how to wrestle. I'm like, okay. So I go to the kids. I'm like, okay. This is how, and I remember we're teaching a cheap tilt, which is my move, and I was like, here's how you do with cheap tilt. I show the kids. I'm like, okay, go try it. I sit back and the kids come out and they start trying it and nobody gets it, even remotely close, almost all of them are pinning themselves. I'm like, "No, you don't listen to a word I said, hold it. Come back in. Come back in." I showed, "This is how you do a cheap tilt. Okay, go do it." And they go back out and everyone's like doing the same thing, flopping all over the place, pinning themselves. And I'm like, what is wrong with these kids?

I sit back, I'm like, what are they doing wrong? I start looking. I'm like, oh my gosh, he's doing it wrong because his hips, they keep sliding out and his knee, I never knew this knee needs to be... The foot's got to be planted here. And these got to be pointed to the ceiling. And then what else? I started looking, I said, "Come back in guys. Come back in. Look at this." I said, "When you're doing it, notice, look where my foot's at. It's right here. Look where my knees pointed." And they're like, "Oh, cool." "Go try it again." And they start doing it and all of a sudden the kids start getting better. I was like, huh. And then I bring it back in and we go back and forth and back and forth and for the entire week I spend with these kids, I'm looking at what I'm doing on my processes, understanding why they work, and then figuring it out.

And as you start, one of the fascinating things about a pattern is after you become aware of a pattern, it's like, oh, I know the pattern. Now can manipulate, I can change, I can grow it. I can figure things out based on that. And so for me, I'd gotten to a point where I'd grown personally at a certain level and I had stopped. I was stagnated. And when I shifted and started becoming a coach and helping other people, that's where I started to continue to grow. That's where I shift from growth to contribution, and that's how I got the next level of growth. So for all of us, there comes that time where as you're growing and you're sharing, the only way to continue to grow is to shift from growth to contribution. So we start coming out there. This is where most entrepreneurship, most businesses start when you're shifting from how do I become better to how do I make other people better?

And that's the next level, way more fulfillment by the way, on the contribution side. So that moves us to phase number three of the framework. Phase number three now is now we start building our own frameworks. This is going to be weird for a minute, and I promise you at the end you're going to be like, oh my gosh, this is amazing. So we need to start creating our own frameworks. If you notice, most of the greatest entrepreneurs, business people, they have their own proprietary frameworks. So this is the next phase. After you've gone through growth, now you're shifting contribution. This next phase is start creating your own. So the first step here is you need to create what we call your framework hypothesis. What is my framework to get somebody a certain result? So let's just say this is me, and this could be for any business.

Here's your path. So here's you. You're going on this journey up here, and this is the result. This is the thing you're trying to get to. And so as you've been going through your growth and you've been learning and you've been studying and all this and figuring out, and you're learning and you're moving yourself up this line, now you're like, I think I know how to get here. I'm pretty sure I know how to do that. So based on me interviewing 50 people or reading a whole bunch of books, whatever that thing is, I'm going to make my hypothesis. I think this is what I need to do to get that result. We make hypothesis. Now, how do to make our hypothesis? This is something Bruce Lee said, thank you James Frill for finding this quote for me. But Bruce Lee talked to us. He said, what you do is you research your own experience.

You absorb what's useful and you reject what's useless and add essentially, which is your own. You're going through this growth phase where you're interviewing a whole bunch of people and you're learning from a whole bunch of different experts. The goal is not to learn everything they say and just believe it as is. When I was listening to Howard Berg, a lot of his beliefs on God, I agree a lot of them. I didn't mean it was right or wrong, but I was able to listen to that thing and say, well, this is awesome. I'm going to take these gold magnets. These are the things for me that I believe in that I think can add to what I believe. Same thing here. When you're going through this process of learning and studying and growth, you're looking for the nuggets. What are the things that I believe in?

Can you take all the different pieces? You take that and say, okay, now that I have this, this is my framework hypothesis. This is what I think is the secret. So we create our framework hypothesis, which is basically, okay for me to get this result, I got to step one, step two, step three, and that's how I'm going to get this result. Now we have hypothesis, step number one. Step number two, now that I have hypothesis, this is what I think I'm going to do to get that result. Now we got to go out there and actually test your framework hypothesis on yourself. You have to become a human guinea pig. A lot of people get the ordering wrong and they say, okay, here's my framework hypothesis. Let me go sell something. No, no, no, no, not yet. This is where you got to figure out if it actually works on you.

One of the people I respect a lot is Tim Ferriss. They've called him a lot of times the human guinea pig. He was one of the original biohackers, and I was reading, I can't remember which one of his books, but one of his books he was talking about, he implanted something inside of his body that test his blood levels and every single day, test little things like he would take this supplement, see what happened to his blood levels. They take this and he tried this and do these things. He took over a thousand blood tests based on all these different things. And after all a said, I said, based on all things I learned, this is the diet that's the best. This is the supplements, these are the things that... This is the framework that I believe is optimal for you to be able to get the result you're trying to get.

So just like Tim Ferriss became a human guinea pig, you've got to become a human guinea pig for your framework and first as well. So you take that, you say, okay, I think this is the way I get my result. And you go out there on this journey. You go on the journey. What's going to happen is sometimes you're going to go through the process and be like, I was right. I figured it out. I'm at the top. What typically happens is you go on this journey with your framework. A lot of times it doesn't work at first. You try something like, oh, it failed. You try something else. Oh, it failed. That's okay. This is the framework hypothesis. You can tweak and say, I'm going to change this. I'm going to change this. So eventually it's like, okay, eventually get the top where you have the success and you get the result you want.

So now you've got a process. You've got a system that works. I know it works for me. It's worked for me. And so that is the first step here where you become a framework creator. Boom, I have a framework that works. Okay, how many of you guys in this room right now have a framework that works for whatever it is you do? It could be anything from how to lose weight, to how to get a white smile, to how to make more money, how to start a business, how to invest in whatever, how to save money on taxes. Every business needs to have a framework. And somebody is like, well, Russell, this doesn't make sense to me because I don't sell information products. I don't need a framework. This only works for the info people. This only works for authors and speakers. It doesn't work for me because I'm a blah.

Fill in the blank. We understand that all businesses are about one thing and one thing only.
Businesses are about how in the world do I get a client a result? That's it. I'm in business to do this, to get this client this result. That's what you have to understand. And there's always a framework or a process to get somebody that result. So the question you got to ask yourself is what is the framework that somebody must follow to get a certain result? And what's interesting is that your product's probably just a piece of that framework. It's not the whole thing.

So what is the framework someone must follow if you want to get a certain result? So think about whatever business you are. This is the result the person's coming to you with. They want to get out of pain, they want to grow taller, they want to grow hair, whatever your business is, that's the result. What's the process they have to go through to get that result with you? And so for example, here's ClickFunnels. So ClickFunnels, we have a framework. You guys have seen me talk about frameworks all the time. And so we have a framework to help people to grow a company online through funnels. So that is my framework. Now, what's interesting about my framework is the product ClickFunnels, the software is just one step in the framework.

So I'm like, step number one, you got to have an idea. Step number two, you got to create an offer. Step number three, and all of sudden step five, it's like now you need ClickFunnels to build the thing. If I just came to people like, oh, you need ClickFunnels, this is awesome software. Why? Because it's awesome. You can move things and drag and drop. It's really easy. I don't get it. But if I'm like, what's the result you want? This is the result you want. Cool. There's a five-step framework. Step number one, you got to do this. Step number two, step number three, and now you need the software for step number four and step number five. Does that make sense? So my product becomes part of the framework. It is not the framework. So let me show you. This works for a more traditional company like a dentist.

So the dentist, if I was a dentist, I would've a framework for how to get white teeth. There's a whole process. I'm not a dentist. I don't know exactly the process, but they have a framework to get white teeth. Someone came to me as a dentist, say, "I need white teeth." Okay, cool. First thing you got to do is you got to brush twice a week, or not a week. Twice a day. Yeah, brush twice a day. Number two, you should be using white strips or hydrogen peroxide. Step number three, you've got to come to the dentist. My product is like step number three. One of the steps is you come to me and we'll do teeth whitening or we'll do whatever the thing is. But I still have a process. If I'm just like having a dentist, you should come to me so I can clean your teeth.

It's one thing. It's like, what's the result? The result's bigger than that, the result's the framework. So here's the framework to get somebody that result and your product becomes one step in the framework. Does that make sense? Same thing is true. It's like with e-commerce. If you're selling physical products, my product is a framework to get blank to get what? And then inside of there, your product becomes a part of it. So for example, let's say I was selling flashlights. I might have just a flashlight by itself will sell. But if you look at, somebody has heard Trey Lewellen's story a lot of times. He was the first funnel inside ClickFunnels that blew up to astronomical levels, but he shifted. It was a flashlight at first, but we went from it being a flashlight to being a survival flashlight. I'm going to show you guys a framework for how to have survival.

It wasn't just a flashlight, it was part of a framework of, I don't know how exactly how you use flashlights for survival. He's shining people's eyes and blind them so you can kick them in the shins or something. But it became part of a framework. So every product, everything is a framework. What's the result? You're trying to get somebody and your product is a lot of times one piece of the framework. Now the cool thing about frameworks is you start creating them. We can do frameworks. I can take a framework. I can teach that framework in three minutes, or I can teach you in 30 minutes, or I can teach you in three hours. I can sit down right here and say, okay guys, I'm going to teach you guys the new Traffic Secrets book, and I could do a three-minute presentation, teach you my Traffic Secrets, like the core pieces of the Traffic Secrets book.

Or I could say, okay, I'm going to do a 30-minute presentation. Let me teach you the core things. I could bulk it up, I could tell more stories, I could add more things to it. Or if I wanted a three-hour presentation, I could do that, or I could do a three-day event just on Traffic Secrets by itself as well. And so that's something to think through. And the reason why these frameworks are so important, as you'll see here in a second, is we use frameworks in every aspect of the funnel as you'll see here again. But the first thing I want you guys to understand is that we can create frameworks really, really quickly. So again, this is Tom Bilyeu, Tom and his wife Lisa, are some of the best framework creators I've ever seen. Who follows them on Instagram, Tom or Lisa? If not, you guys start following them just so you can see the frameworks and how they do them so often.

So I'm going to show you guys a couple of them. So Tom put together a framework called sleep habits. It's hard to sleep here. These are sleep habits. There's six sleep habits to increase your sleep. So step number one, stop eating three to four hours before bed. Step number two, use blue blockers two or three hours before going to bed. Step number three, go to bed early. Step number four, set your intentions. There's his six step framework for sleeping better. Here's another one. He created a framework based on a movie. How many you guys have ever seen a movie before? Four of you guys? Who has ever seen a movie before? So Tom watched The Matrix. He's like, I'm going to show you guys the seven lessons I learned from the Matrix, and he showed his framework for The Matrix. One, you can't do it until you believe it.

Number two, the world as you perceive it isn't real and on and on and on. Okay, here's one that he made his framework for surviving Thanksgiving dinner. Step number one, minimum of 16 hour fast every day. Step number two. And they post these all the time. These are just simple little frameworks. The reason why I'm showing you is this right now, and I'm talking about the fact that you can create a framework. This happens in three minutes versus 30 is because a lot of times I don't want to spend two years building a huge framework. I want to test some stuff out. So on social media, I can post a framework, I can do a podcast posting a framework and see if people care about it. I'm going to show you guys my five step framework for getting more ads, more views on YouTube. Whoever wants to see that one?

I cannot do that one. And I post another one. I'm like, who here wants my five step framework to add a hundred thousand people to your list in the next two days? Oh, okay, sweet. I'm going to go deeper on that. But I could post something on Instagram. Here's my five step system to build a list. And if nobody cares, I don't go deep there. If I post and be like, oh, people are freaking out, this is awesome. Let go deeper. Let's say I'm a dentist, I'm like, okay, I'm going to post a five step framework, how to get coffee stains off your teeth from home, whoever want that?

You guys don't believe me? I'm not a... Anyway, but I could post that real quick and be like, oh my gosh, nobody cares. I'm not going to be able or I post something else. You start finding out. So it's essentially become quick at creating these little frameworks and putting them out there and testing them to see what are the things that causes people to get excited before you go deeper. If you guys notice, almost every one of my podcast episodes, I think I'm like 600 episodes deep now or more, is me sharing a quick framework. That's it. And sometimes you guys don't tell me anything. That one sucked. But guess how I know when I do a good one, you guys message me. I get tons of like, dude, that was fire Russell. People have the fire emoji. Like, oh, okay. And people go crazy, and I'm like, okay, I'm going to go deeper there.

All the stuff I share on stages like this are on stage. This is a year of testing, a lot of stuff you guys don't care about. Other things you guys freak out about. So I'm looking like what are the frameworks that people are interested in? I'm going to go deeper those. I'm going to start creating those things. All right. So understand that frameworks, as you see are in every step of the funnel. There's frameworks here at the ad level, there's frameworks here on the opt-in level, There's frameworks where you're selling and frameworks for your upsells. So I'll show you guys this in a lot more detail here in a second. I'm going to show you guys a case study once you see exactly how they fit, But just imagine an ad you see, ad like who here wants my three-step framework for how to add more, blah, blah, blah, blah, blah. Sweet. You click on that, boom, takes the landing page, awesome.

Give me your email address. I'm going to give you my five-step framework for how to do whatever. They opt in next page. Like, cool. I just emailed you the framework. There's a three-hour video of me teaching this framework in more detail, for 37 bucks you can have it. Boom. And then we go through like that. So the framework is what drives people and pulls them from page to page to page throughout. Step number three, after you've created these frameworks, you have to give your framework a proprietary name. This way it becomes your own. If you don't do that, then it's just like anybody could rip it off. You got to create your own proprietary frameworks. So for example, I'm going to see how well you guys have been paying attention to me for the last five years. I'm going to draw something. And when you know what this framework is, I want you to shout it out at the top of your lungs. You guys ready for this? The first one wins a million. Just kidding, you win nothing. As soon as you know what the framework is, post it out.

Oh, perfect webinar, okay, there's my framework for how to run a webinar. Do you know how many leads I have gotten by giving people for free my framework for how to run a webinar, hundreds and hundreds of thousands of leads that people have opted in saying, I want to learn how to do webinar. They give me their email address, like give them the perfect webinar script. Then we have a free plus shipping version and we go through there. It's become a huge, huge, huge lead generator for us that somehow, but you're like, well, Russell, what does perfect webinar have to do with ClickFunnels? ClickFunnels isn't even in the framework. Oh, but if you have a webinar that works, you need click funnels to host. Oh. Oh, okay. That's test number one. You guys ready for number two? Okay, let's see if you guys know what framework is next. Okay, you guys ready for this? First one yells it out wins. Value ladder. You guys know my frameworks? Okay, there's the value ladder framework.

You guys up for next one? This is going to be a little trickier. This one has not been as prevalent, but if you were here last year, you should know this one. What's this? What's this? You all failed.

Everyone who is here last year, go home. Someone said it. Hook, story, offer. Okay, I've got one more in my pop quiz. Okay, you guys ready for this one? As loud as you can. You know what it is. All right. Okay. You guys know my frameworks. How many of you guys feel like you could confidently come up and teach any of these frameworks? Because you've seen them so many times? Yeah. The nice thing about a framework is that people, after they see the framework, they can remember it, they can reteach it, they can share it, they can grow. So, so, so powerful having your own frameworks. Tonight after dinner, we are doing a story workshop. I'm going to be going deep into my story frameworks. I just want to make sure you guys come back for that because it's going to be really, really fun.

I put a lot of work into it. We're going to learn how to tell some stories. If you look at business though, my entire business just frameworks. How many of you guys read any of these four books? What's that last one? What? Okay. Dotcom Secrets are all my frameworks. For the first 10 years of my business, I put them together in a book. You guys read the book. These are amazing. I need to buy click funnels now. Expert Secrets are my frameworks of how to put videos and copy on the pages to convert people as they come through your funnels. Traffic Secrets comes out very, very soon, which is all the frameworks. How we get traffic into our funnels and unlock the secrets is the secret that I just keep opening, looping you guys to tease you, and you're like, what is it? I'm not ever going to tell you, but you'll find out someday.

There's a framework for that about open loops. So there you are. There's frameworks to grow company. Okay. If you look at this, it's interesting. There's frameworks that are embedded inside of frameworks. So if you look at Expert Secrets, and if I needed to do a five-second Instagram post, or I wanted to make a three-minute video about the Framework Expert Secrets, I would go to the table of contents and section one of the book is How to Create a Mass Movement. Step two is belief through story. Step three is your moral obligation, and step four is the funnels you use. So there's a framework. It's four step framework for how to become an expert. I could teach you that in three minutes. But if you look at this inside of each framework, each of these sections of the book, there's a whole bunch of things inside of each section of a book.

What are they called? Chapters. So if you break it up bigger, chapter one is create your own movement. But then inside of there, there's a framework. There's the Create Your Mass Movement.

There's five steps. Number one is become the charismatic leader. Number two, the future-based cause. Number three, new opportunity. Number four, opportunity switch. So there's a framework for how to create a mass movement. Now, I could go another step deeper. What's the framework for the new opportunity? I have a framework for that as well. So there's framework, inside framework, inside of framework. This is what we do as entrepreneurs, as creators, is we're creating frameworks for our people to help get them results. You guys understand that? That's what our goal is. So as we are going on this journey ourselves and trying to find our voice and become an expert, we're going through this path where we say, I'm trying to get this result for myself first.

I'm going through this growth. I'm trying to get the result. As I'm going through this path, I'm learning, I'm creating my own framework hypothesis, like, oh my gosh, I got a result. I have a proven system now to get a result, which is all business really is, what's the result? You're trying to get. Now I have a proven framework to get anybody this result. So now you've got a framework. What do you do? Go sell stuff now. Yeah. No, not yet. You all failed the test. Just because you have a framework does not mean you should go start selling it or making money from it. Just because it worked for you does not mean it's going to work for everybody. I had a mistake when I first got started in this part of the business where I had these funnels worked in my business.

When I started trying to use them on other companies, I realized there were intricacies that I didn't understand in my company versus other people's. And it took me a while to respect that enough to say, look, I got to figure out how does this work? What are the changes? Make it work in a gym versus a dentist versus someone selling physical products. You have to figure out those changes intricacies. So next step is not for you to go start selling them. The next phase here is for you to start working for free and serving your future dream clients. You know that the frameworks worked for you, it got you the result, and I got to find out if it's going to work for other people as well. This is where you will learn the intricacies of your art. So when I got started in this business and the coaching side of this business,

What I didn't do is set up a website or set up a funnel and be like, Hey, I'm Russell Brunson. I'm really cool. One time I made a bunch of money. You guys should sign up for my coaching program for two reasons. Number one, you sound like a jerk. And number two, just because I made money doesn't mean I'm going to help anybody else make money. So the next phase for me is like, well, I'm going to go work for free to see if what I think is right. This hypothesis I have worked for me.

I'm going to see if it works for other people. So what I did, this is right before the whole ClickFunnels journey took off, I met this guy named Drew Canole. How many of you guys know Drew Canole in here? Okay, yeah. Own Fitlife TV. They own Organifi. And I met Drew, and at the time they were struggling in their business a little bit. And it's crazy, we had a friend in mutual.

I was going through this juicing phase in my life where I just wanted to juice everything and Drew's like the juicing guy. So I was like, my wife and I and kids were going to Legoland and Drew lives in San Diego. So I was like, "Hey, can you introduce me to Drew? I'd love to meet him when I'm out there." And so our co-friend connected us together and two days later I jumped in my very first Uber ride ever. I drove to Drew's house and we sat down and it was this awkward moment. We're like, we haven't never talked before. We got introduced by this other third person. It's going to be weird. I remember knocking on his door, he opened up, I'm like, "Hey, do we hug?" Or just the weird internet like, "Hi, I've seen your face a lot."

And so he let me in and we walk into his room. I remember in his front room, I sat down and on the table was one of my first things we saw. It was called 108 Split Tests. Some of you guys have read the 108 Split Tests book. It was sitting there. I was like, "Oh dude, you got my book." And he's like, "Now that I have your book, the creepiest thing just happened." He's like, "I bought your book two days ago. It showed up. I'm sitting here reading throughout your split test. And in my head I'm thinking, man, wouldn't it be cool if Russell Brunson actually come here and just do these tests for us? I don't know how we're even going to do these. And then an hour later, Carl calls me and says, Hey, this guy named Russell Brunson wants to meet you. He's coming to your house. And now you're sitting here in my living room."

I was like, that is the weirdest creepiest thing ever. So I went there to hang out with Drew and get to know him a little bit, and this is one of the first products that they were selling at the time, and I could tell they were struggling. And I was like, "Hey, I'm writing this book. It's called Dotcom Secrets. It's not out yet, but I'm going to write this book. We're working on this thing and I would love to come out and just help you guys out." He's like, "Well, what would it cost?" I'm like, "Well, I'll just do it for free." He's like, "Why would you do that?" I'm like, "I don't know. I have no idea if it's going to work or not. I don't want to charge you. It worked for me. I think it'll work for you, but I'm not really sure. And I love what you're doing. I love your mission. Can I come help you for free?"

And we went back and forth. He's like, "What's in it for you?" I'm like, "I don't know. I'm sure if something awesome happens, it'll be great, but I just want to come in and just work for free." So finally he agreed to it. I flew out there, got him and his team in a little conference room. We didn't have whiteboards, so I had writing on the windows because I can't write or can't teach that doodling, we wrote on the windows, build a whole bunch of stuff out. About this time they were working on a green drink. We helped them to figure out the funnel for that to launch it.

And when this got done, they launched Organifi a little shortly afterwards and completely transformed their company. They went from a struggling company to, I'm not at Liberty to share their numbers, but they're in the high eight figures killing it right now with Organifi. So after doing that, I was like, oh my gosh, this stuff does work for other people. And then after that, Drew went and made a video telling the story like, "Hey, Russell came to us. We were struggling. He gave us his frameworks, gave us his funnels, we launched it. This is what happened." I took that video, I put it on a page and said, "Hey, Drew thinks I'm awesome. If you want to work for me like Drew did, apply down below." And that's why I created my Inner Circle program that we filled up with a hundred people off the backs initially of this video.

So that's the key, you guys. After the framework, after it works for yourself, now you go out and you work for free for other people to find out of what you're doing, what you're creating, if it's going to work for other people as well. This is the step by the way, that most people miss. They create a framework and they try to start selling it and they're like, oh, my funnels are not working.

It's like, because there's no social proof. I don't know if this is actually going to work for me. It worked for you, sure, but what is going to work for me? I'm in a different business. I do something completely separate because it worked for me as well. So go out there and work for free to prove that what you're doing actually works. Now that moves us now to step number five, and this is where you become an expert, where you start finding your voice.

I'm a huge believer that your results are your qualifications. This is how you qualify yourself. As you guys heard earlier, I got a C in my marketing class, so I'd have no marketing degree yet we arguably run one of the biggest marketing training companies on the planet Earth. Our results are qualification, and you guys are the same thing. You have to understand that. After you've proven for yourself, you've proven for other people, that's your qualifications to go out there and start creating and sharing. Okay. So tomorrow I'm going to be talking deeper on value ladder stuff, but I just want to share if those who don't understand the value ladder in this concept right now, I want to share that each step in the value ladder, there are frameworks. There's frameworks at the bottom of the value ladder as you start moving up. If you look at the transition point, usually when you're moving up the value ladder, providing more value and charging more money. At the lower tier, it's like people are doing the framework themselves.

You give them a framework, they opt in, they get downloaded, they're on their own, they can do it themselves. As they move up the value ladder, it's like, hey, if you pay me something, I'll do it for you. I'll do it with you. You move up the value higher, I'll do it for you. And then even higher, some kind of combination of both. So let me show you guys a framework in action. You guys want to see this whole process in action, an actual funnel that's killing it right now inside of ClickFunnels. All right, so I'm going to show you guys Peng Joon's Funnel. Hopefully Peng Joon is okay with this. He made me do a cameo for his infomercial or for his new music video last night. So I feel like he owes me. So I'm going to show his funnel. We're funnel hacking.

I bought it 400 times for you guys. So he made a lot of money on this already. But I want to show you guys behind the scenes of how Payne perfectly used this framework in action. How many guys were in Funnel Hacking Live two years ago when he, or three years ago when he gave his presentation on this content machine? So he came and did a presentation for 30 minutes and that presentation became the whole foundation. That framework he taught at Funnel Hacking Live in 30 minutes became the framework of this entire funnel I'm going to show you guys. And Payne's like me, and he's got ADD and he has like 500 things happening, but if he wanted to this and this alone could be his entire business all based on one framework. So let me show you how this work. So this is the very beginning of the framework.

The framework starts as an ad, and if you zoom in here, make it a little bigger so I can see it here. If you read his ad, it says, whoever wants me to reveal my nine step system for telling them blah, blah, blah, blah. So this is framework. This is nine step system. This is the ad he runs on Facebook, So that's the first step here. So the first he's got ad on the framework, come here to get my nine step system. Someone reads the ad, they say, oh, that framework looks awesome. I want to get the result he's promised me by following this framework. So they click on the ad and then takes him to step number two here, which is the special offer. So paying special offer is a do it yourself. It's a book, which is literally the transcripts of this presentation here at Funnel Hacking Live with pictures of the slides. It's pretty amazing.

So this is like a free plus shipping. Buy this book, you can do it yourself, you can go read the thing and then you get off on your own. You can get it yourself. It's free. Just pay shipping, handling. The bottom tier of the value ladder. Huge percentage of people that click on the ad land on this page like, sweet, this book looks awesome. I want the framework. They order it, he ships out the framework and they get the framework in their hands. Do it yourself. So there're number two there in the process. Now after somebody buys that, now Peng's immediately starts moving them up the value ladder within the same framework. So now he moves to upsell number one. So his first upsell is like, cool, you just got the book, I'm shipping it out to you.

You're going to be able to read it and learn how to do it yourself, but how would you like to do it with me? I actually created a whole entire video course that's way bigger than what's inside the book where you can see here, and we can go for the next six weeks and you can do it with me. I'll train you, you listen, you go and implement it. We go back and forth, back and forth, back and forth. It's a done for you thing. So the upsell is the same framework, but he ships it from do it yourself, so I'm going to do it with you. This is the first upsell. I think he sells this for 297 bucks I believe. Then, so that's upsell number one. Now he moves upsell number two, which by the way is the same framework.

He's just moving it up the value ladder. So the next, upsell number two now is he said, okay, you bought the book. How would you like for my team to do it for you? We could create all the ads and the banners and all the content things you need, and every single month we're going to ship you out, or excuse me, every month we will give you a whole bunch of things you can download and we'll do this whole process for you. You just plug your videos in and you've got it all done for you. And this one is, what's he charged for it? It's $897 a year, 97 bucks a month. And so he's taking that same framework. Framework didn't shift. It's still the framework for how to get more people on video, but he shifted how it was fulfilled. Now it's done for you. I'll just do it for you and charges almost a thousand bucks for that. So that's upsell number two.

And then on the thank you page, he has the webinar where you come in and register for the webinar. And the webinar is a combination where he sells a $3,000 version where they do it more for you and it's a combination of doing done for you, done with you, a bunch of other things like that. And that moves it through. But that's one framework that Peng created. This framework, this funnel does really, really well. But I want to understand if this was his only business, it could be.

Alone, it's a Two Comma Club business by itself if he just focus on that alone from one framework. How many of you guys think you could develop a framework to show people I get the result in whatever businesses you actually do? Okay, it's not that difficult. So it's understanding that that's these frameworks, that's what they are. Most of the offers we're created are based on some type of framework. So we have to come really, really, really, really, really good at creating frameworks.

I want you to pause for a second. Look back in time of everything you've experienced with me before you got here today. The reason why you're in this room is because somewhere along the line you saw a framework, you clicked on it and somewhere along the line you opted in for a framework. Some of you bought a framework and then you went through the thing and you guys are here today. This entire event is a framework. My framework to help you guys to get into the Two Comma Club, that's the whole goal of this event. How do we train people to educate them to get them into the spot where they can get the award on stage with us in two days from now? That's the whole framework that we build this whole event around. People ask me every single year, Russell, I want to speak in funnel like live. I want to speak funnel like live. I'm like, you don't understand, I don't pick speakers. I build a framework and I find out who's the best speaker for each step of the framework.

That's how we orchestrate this entire event. You will notice as you go through every single speaker who gets on the stage, we'll have a framework for something. They all have received some kind of result and they're going to give you their framework for that result. Here's what you do. Step one, step two, step three, step four. The way is looking through all these presentations through that lens. What's the framework? What's the framework we're going to get? I have the process, I have it now. I can go back and I can implement it. That's one lens. But the other thing I want you guys thinking through is as you start seeing this and see how I teach my frameworks, how other people teach their frameworks is understanding this is the business that we're in. I don't care if you're a dentist, a chiropractor, a supplement seller, physical product selling info, coaching, consulting, whatever it is, if you can understand how to package things into frameworks, now you've got sexy ads, now you've got amazing options.

Now you've got all the things you need to generate leads to get people coming into your world. You have a proprietary thing that's unique to you versus everybody else, especially if you're selling a commodity, especially if you're a local business where there's 500 other people doing exactly do in your hometown. If you start developing your own frameworks, your own proprietary process that's different, now you've got an advantage over everybody else. So this is the process of going from growth to contribution. We go from the dreamer to the reporter, to the framework creator, to the servant, to our expert and our guide. And so that's the framework about how to find your voice.

You guys like that? Okay. All right. Now we're going to move to the next framework, which is my framework for teaching frameworks. You guys get that? Okay. I'm teaching my framework for how to teach frameworks and this is one that I am really excited about sharing with you guys.

This is one that took me a long time to figure out how to do this. And it wasn't something that was somebody taught me, it was tons of time like this on stages where I have an idea, I have something big I want to share with people and I try to share it and it hits and this falls dead. And I'm like, ah, that didn't work. And so doing this for a long time, this is the framework I developed, and so I'm excited to share it with you guys. Okay. First thing, understand, I learned from brand new Bouchard who spoke it last year's Funnel Hacking Live. In fact, I was at an event with him. It was a small mastermind group and we're all sitting there and the person hosting it was like, "Hey, Brendan, do you want to show everybody your seven-day launch funnel?"

How many you guys watched that last year Funnel Hacking Live? Amazing. And he's like, "Oh sure, give me like 10 seconds. I'll be ready." He jumps up, gets the whiteboard, he's like, okay. And he draws four or five squares in circles, angles, and he's like, okay, boom. He's like, "This is my framework for the seven-day launch funnel." And he said something, oh, and then he started teaching. He's like, okay, first step of the framework, he's taught that second step. And then people ask him questions and he get derailed and he come back and keep going. And somebody else asked him a question, he gets derailed and someone, I'm so sorry I keep asking you questions. He said, "No, don't worry about it. You understand the framework is your savior. It's the thing that saves you is you drift off your teaching." It's like, where do I go from here? Oh, back to the framework.

The framework keeps you in line and makes sure that what you're saying follows a process that other people can follow as well. So it's important to have these frameworks as you're teaching, as you're sharing, as you're giving, because everything you're doing, again, from the ads to the videos, are all following a framework. All right. So the first phase in the framework. Okay, the first phase where you're telling a framework is you have to explain the story about how you learned or you earn that thing. And yes, that's a picture of me with the black eye. This is Nate Ploehn, he's the guy that made a potato gun DVD with me. We were wrestling in practice one day and I took a shot and I shot with my head down, which is not good. And I was punished. My eye hit his knee, swole my eye shut for a week, about a hundred stitches there and it was a really cool thing.

So I just wanted to put that picture there because that's amazing. Okay. So the first step that we were teaching a framework, you have to tell the story about how you learned or you earned it. I learned this the hard way. A lot of times when I was first developing these ideas, I would come and I would spend insane amounts of hours and time in my life testing out a concept and figuring out and figuring how to funnel works. I come to invent like this, I'm so excited to share it. I'm like, you guys, this is how it works. I share how it works and ever sitting, they're like, okay. I'm like, what? Do you not get it? Let me explain again. I show the process. Yeah, no, we heard the process. That's good. Thank you. I'm like, no. Do you understand what I had to go through to get this?

And they're like, no, I don't understand. And I felt like if you guys read the New Testament, when Christ talks about not throwing your pearls before swallowing, I felt like that. I was like, I spent so much time learning and figuring out this thing and I gave it to you. And you're like, oh cool. Did you not understand what I went through to learn that or to earn it? And so I remember at one event in particular, I was sharing something three or four times. I got so mad, so frustrated that nobody was getting what I was trying to share with them. I said, look, let me explain to you exactly how to go through to get this. And I said, I went this and I told this whole horrible story about the time and the effort and the stress and how much money I put into to learn this thing.

And I said, you get that? And then I went and I shared the thing again and people were like, oh my gosh, that was amazing. I was like, interesting. I taught the exact same thing. The only difference is that here, I put them through a pre-frame where I explained how I learned or I earned it. The story provided value to the framework. If I just give you a framework like, oh, thanks. If I just hand you the perfect webinar, this is the perfect webinar framework, you should go do the webinar. They're like, okay, thanks. But if I talked to you about how I spent 10 years on stages like this, doing pitches where nobody ran the back room, I got embarrassed time after time after time, going on the road, spending my own money, spending my way, and sitting in the bathroom watching speaker after speaker taking notes and what they did and how they did it, how they spoke, where they moved, what they did.

And I studied that spent 10 years in my life. And based on that, I built a framework that anybody can follow. All of this sudden you’re like, oh my gosh, I need that framework. The first step when you're teaching any framework is you have to tell the story about how you learned or you earned it. If not, the audience will not value it, number one. So without the story, nobody will buy into the strategy. So phase number two, now I'm going to move to the strategy, but without the story, nobody will care about the strategy. Now, phase number two, this is where I teach the strategy and people get confused times between strategy and tactics. Strategy is the overarching view. If I'm from a whiteboard, I'm like, here's the step 1, 2, 3. That's the strategy. And people have to understand the strategy because they don't understand the strategy. They're not going to pay attention when you get to the tactics.

So if I was going to go to war, if I just come into my arm and my cage, I need you guys to go over here, start killing people. You guys go here, we're going to attack everyone, and I want you to go this way and this way. And they're like, why? I'm like, just do it. Just trust me. Go. And they're like, I don't think you know what you're talking about. Because I just gave them the tactics. Here's the tactics. We're going to do it. If I come and say, kids, this is the strategy, this is the game plan. Let me explain. I explain the whole game plan. They're like, oh my gosh, that is brilliant. Now anything I tell them tactically they're going to do because they understand where they're going. Does that make sense? Okay. So after I tell them how they learned to write earned it, then I transition out to the strategy.

Here's is exactly what you need to do. And I walk through the process. A lot of times my strategy are like, here's five steps, here's my doodle, here's the step-by-step process, they see from a high level view, they see the strategy. Now, if they buy into the strategy, I think it's my next slide. Without the strategy, no one's going to buy into the tactics. So I tell the story to provide value of the strategy, then I tell the strategy, they buy into that. Now it's like now I can get into the tactics. So if I go back one slide, if the strategy is what I would put on a whiteboard, then the tactics are what I would put in a Trello board. All right? Here's all the steps. Step one, step two, step three, step four, step five, here's all the process. Here's all the things you got to do to get that step of the strategy done.

Here's all the tactics. So I share the tactics next. That's all the things, all the pieces they got to do to achieve that thing. And then the last phase, we share a case study. Without a case study, they may believe that thing is possible for you, but they're not going to believe it's possible for them. So in phase number four, then we give social proof and we share the strategy. So here is the actual strategy, or excuse me, this is the case study of other people applying this framework. So let me go backwards my slides because I'm going to show you guys the overarching one again. Oops, too far. Okay. So this is how I teach my frameworks. Again, number one, I turn the story of how I learned or I earned it. Number two, the strategy about what it is. Number three, the tactics about how. And then number four, the social proof examples.

And that's how I teach all my frameworks. All right, I got one other thing I want to share with you guys. Now I want to show you guys my framework for selling frameworks. It's very similar, but it's different. When I'm teaching a framework, I teach all those things. When I'm selling is different. When I'm selling, number one, I still tell about how I learned or I earned it. Number two, I still teach this strategy, but I don't teach the tactics and I share the case studies. What somebody typically is buying from you is the tactical. Here's the process, here's what it is. So if I'm selling something I don't teach... I don't do number three, I do number one, two and number four. So let me show an example of this. How many of you guys seen my Funnel Hacks presentation? It's the presentation to build ClickFunnels.

If you haven't seen it yet, that's shocking to me because I did that webinar live over a hundred times and it's been on autowebinar for four years now and it's sold a hundred million dollars plus of ClickFunnels. So if you haven't seen it yet, you should at least watch it because it's really good.

Put a lot of effort into it. But if you look at this, watch how my slides mimic this process. So number one, I tell the story about how I learned to write earn secret number one. So I talk about Tony Robbins taught me how if you want to achieve success, you got to do this. And then I talk about the pioneers. I talk about Porter Stansberry, I tell the story about how I learned to earn this tactic. Then I switch over to the strategy. Okay, here's the strategy. Step number one, I'm here sharing my framework, probably Funnel Hacks. Step number one, you got to Funnel Hacks on the successful step number two, you got to buy the product.

Step number three, the success of movement. Step four, building ClickFunnels. Oh, by the way, my product eventually actually step number four, but I still have a framework for success for them.

Then I skip number three, Because number three, you'd be like, okay, let me show you 56 step tutorial about how to actually build your funnel and ClickFunnels. Let me show you. I skip that and I go directly to the social proof. Here's Organifi, here's what we did with their funnel, boom. And that's how I taught that section of the framework. Then I move on to secret number two in my framework. Same thing. I start right here with how I learned where I earned it. Back in the past, what we had to do, we had programmers and designers and analytics people and super hard. I had the tech guy and the this and the this and this.

But then we figured out a new way, a better way. Let me show you the strategy. Then I did my demo click funnels. And the demo click funnel shows the strategy. Step one, I pick a template. Step two, I pick the funnel type. Step three, I walk through the framework for how I build a funnel like ClickFunnels. Then from there, I skip number three, and then I go into number four, which is here's the case study. Boom, boom, boom, boom. Whole bunch of case studies. All right, same thing.

Now, secret number three, same thing. Number one, I tell how I learned, I earned it. Okay, Google slapped me again, here's the framework. Step number one, I figure out where are the people getting traffic from. Step number two, I go to similar web. Step number three, I look at this. Step number four, boom, boom, boom, boom, boom.

And I go through the whole framework of how I get traffic. And then from there I end with a case study of how it actually happen. Do you see how that works? So when I'm selling through a framework, I teach number one, how we learned and we earned it. Number two, I teach a strategy.

Number three, I show the social proof. Does that give any guys any ah-has? Okay, I'm dropping some things now. Throughout this week, I'm going to be sharing other frameworks. We're going to talk about the story selling framework tonight after dinner, which is going to be going deeper into the story parts of stuff and how we craft the stories and we orchestrate them, all those kinds of things. And it's going to be really cool. But I wanted to close this down with is this week you guys, I want you to understand that I'm going to be showing you guys a lot of frameworks.

In fact, some of my presentations are like 10 minutes long and I come out and like, hey, I got your guys a quick framework. I'm going to go for 10 minutes on a framework. I'm bouncing back out again, and the next speaker will be out. Every one of our speakers is going to be showing their framework for success. Want you guys to see the framework, understand it. Start mastering these frameworks as you're doing that. So master the frameworks you're going to be giving during Funnel Hacking Live. And then number two is, as you're thinking through start designing, what are the frameworks for your business? Come back to this. What is the result that my dream customer is paying me for? I don't care what business you're in, they're all paying you for a result. That's the only reason why people buy stuff. They want a result.

What is the result? And start thinking, what's my framework? What could it be? I got to figure out a name for it. I got to figure out what am I entitled with step one, step two, step three. What's my hypothesis? I got to create, this is what I think is right. And then I got to go back home. I got to be human guinea pig and test it on myself, see if I can get it to work for me. And if it does work for me, then I got to go and find other people making it sure it works for them. And when I have this framework, oh my gosh, this becomes my ads and my opt-ins and my thing, and I can sell all sorts of things around that. But that's what I really want you guys to understand is this lens of frameworks from me talking, we're going to be doing so many things throughout this weekend about it.

Or are you guys understanding that and getting excited about developing your own frameworks?

And hopefully you start looking backwards in time about like, oh my gosh, here's all the different frameworks that I've seen Russell use on me. I doodle four of them. You guys are able to pick out the name of them just by seeing my doodles. That's the power of what we're doing. Creating things that your customers remember over and over and over again. Any of you guys are now who've gone through the perfect webinar framework training? If you got a webinar, you're stuck. What do I do? What I do? You look at the doodle, you're like, oh, I know exactly what to do. It gives you ability to serve your customers at a higher level than you could be any other thing, any other way when you start creating your own frameworks.