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(MS) Secrets of Success - Part 1: Defining Success

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Last year I did a VIP training specifically for our Ecomm VS Expert event with Allison Prince where I revealed the layout for my Secrets of Success. This is just part one, how you set your Hall of Fame and SuperBowl goals and define success so that you keep momentum, belief and faith as you move forward. Listen now!

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It's hard for most of us to find success. And so I wanted to help create some definitions so we know when we've hit our goals and we know when we've gotten to the place we're trying to get to. And so the first thing, I want you to pretend like I'm your coach for today, and I'm here and we are in front of a whiteboard and we are about to start our brand new season. And in this thing I want help you guys to figure out your goals and what things are looking like. Now, most people going to set New Year's resolutions. They're like, "Oh, I'm going to try to lose weight. I'm going to try to do that." And they put a whole bunch of, a thousand different goals. And then they go and they start trying to do all of them and they last two or three days and the whole thing collapses.


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What's up everybody? This is Russell Brunson. So it has been almost two, in fact, maybe even three years since I announced I was working on my next book, the Secrets of Success, which by the way has changed titles like 500 times as well. But I think that's where it's landing at. I don't know, I might change it again. But anyway, since then I've written the manuscript multiple times. I've deleted the entire manuscript multiple times, because that's what I do. I don't think anyone really talks about how hard it is to actually write a really good book. Something that you want to live beyond yourself. I think there's so people that talk about how to write a book in a weekend, how to write a book in 24 hours, which is great for lead you in stuff like that. But if your goal is to write a book that's going to last, it's tough. It's a lot of work. And it's interesting because I think the first books were easier for me to write because I'd spent a decade or more on the stages traveling the world, speaking on those topics. Where this is more something that's been in my brain, and so it's harder to get out.

But anyway, I'm saying that just because I don't do books just for the sake of doing books, but I'm getting excited because I feel like I keep getting closer and closer to something that's going to be great. So anyway, someday maybe you'll see a book from me entitled Secrets to Success or some version of that. So keep your fingers crossed. I'm excited for it. But I wanted to give you an idea of some of the path on the stuff I've been brainstorming so far. In fact, I wanted to share with you guys a presentation I did about a year ago or so to a special group of VIPs for an event I did called E-com Versus Expert with Allison Prince, which was a ton of fun. I did a VIP session earlier in the day where I shared some of my thoughts on success and personal development and how to make sure that you have success going through this event. After I did an event at the Mastermind in Paradise for my 2 CCX and Inner Circle members, which was good. In fact, I did another one a month ago.

So again, I keep iterating on these frameworks and these ideas, and there's so many things I want to share, but sometimes it's too much. But I was really proud of this presentation. It was something I think it was powerful, it was simple and gave a lot of cool things that I think will help you on your journey. Whatever your goal is. Success for everyone is different. Some people's success is a lot of money, some it's family, some it's sports. Whatever it is for you, hopefully that this presentation will help you to get closer to your goal. So what I'm going to do is I'm actually going to take this presentation and we will drip feed it to you over the next couple episodes. And my goal, hopefully as you listen to it, you actually take action on each of the steps so you can get the most out of it.

And then if you do one more favor, if you enjoy this episode, please take a screenshot on your phone or wherever you're listening to it and then post it on social and tag me, and give me your number one takeaway with your thoughts on success and any other ideas you have for how we can make this presentation or these concepts better. Because I'm trying to get to the finish line of having the greatest success book in history of all time. So with that said, here we go. Hope you enjoy the first session here of the Secrets of Success training.

The first thing I want to talk about, because this is going to be different for everyone, is all you guys came here today because you want to have success. You want to have success, you want to make more money, you want to have more freedom, whatever that means to you. But everybody defines success differently. So the first question I want to ask is, what does success mean for you? Success mean for you. When will you know that you're actually successful? When you'll be like, "Oh my gosh, this is awesome, I'm successful." I had somebody ask this a while ago. They asked me, they said, "Russell, you've been doing this for a long time. When did you feel like you arrived? When did you feel like you were successful?" And I was like, "I don't know yet. I'll let you know when I feel that way." Most of us who are high achievers, who do stuff like this, especially you guys who are paying VIPs, you're high achievers, you're here.

And most of us is hard for us to find success. And so I wanted to help create some definitions so we know when we've hit our goals and we know when we've gotten to the place we're trying to get to. And so the first thing, I want you to pretend like I'm your coach for today, and I'm here and we are in front of a whiteboard and we are about to start our brand new season. And in this thing I want help you guys to figure out your goals and what things are looking like. Now, most people going to set New Year's resolutions. They're like, "Oh, I'm going to try to lose weight. I'm going to try to do that." And they put a whole bunch of, a thousand different goals. And then they go and they start trying to do all of them and they last two or three days and the whole thing collapses.

And I think the way to look at this differently is if we step back and instead, I want to look at this the way like if we were playing football, if we were in the NFL and we were trying to play football, how would we look at this? And there's different tiers of goals. If you were to play football, the first goal that someone has, the top tier goal here, the very first thing they're looking for is what we call a Hall of Fame goal. Hall of Fame goal. The big goal, "Someday I want to be in the Hall of Fame." This is legacy. This is the big thing. So my first question for you is, what is your Hall of Fame? What is the big goal? Why are you doing all this stuff? Yeah. You're here to learn how to make money. You're here because you want to either you go to e-commerce or expert or whatever your thing is, but that's a means to an end. What is the end? What you're trying to get to?

Think about this. If you were at your funeral and someone's on stage reading your obituary, what would they say about you? This is what your Hall of Fame goal is. What is that thing? Where are you trying to get to? So my first question is, I want you guys to think through that. And we're not going to have time in this 50 minute window to go deep on that, but I want you to think about what is your Hall of Fame goal?

I've been thinking a lot about this over the last three or four months, just trying to think, "What does that look like and what do I want people to remember me for?" And as I do that, there's a lot of different things. It's not just, "Oh, I want to be known for my business." There's a lot of things I want to be known for. I want to be known for who I was as a father, who I was as a husband, who I was as a spiritual leader, who I was as an entrepreneur, who I was as an author, who I was as an athlete. I've all these facets of my life, that I hopefully someday at my funeral when they're reading my obituary, they're talking about, "He was a great father. He loved his kids, he showed up to the wrestling practices, he went to all their matches. He didn't miss any games. And he served his entrepreneurs." And all the different parts of our life.

So I think about Hall of Fame. I think about this as a very holistic, here's the pie of you. And if you were splitting this up in all the pieces, what are all the things that someday you want to figure out? You want to be like, "This is my legacy, this is my Hall of Fame." And that's where it all begins. Because that's going to start driving the direction of where we're going. Sometimes when we sit back and this is the Hall of Fame, this is where I want to go. But then the other goals instead are going this direction. There's a mismatch. When they're not going the same direction, what happens? You stress out. You have an anxiety because you're not moving towards your goal. We're entrepreneurs. We're momentum-based creatures. If we're not in momentum towards something, then we get stressed out, we get depressed, we get anxiety. All these things are happening. And so a lot of times we don't know where we're aiming, and so we're just off to the races, and eventually you find yourself in stress, anxiety, depression, all these things, because we're not in momentum towards the thing we really want in life.

And the reason why most people don't, they never actually defined that. So what is your Hall of Fame goal is the first thing I want you guys thinking through. Think about throughout this event, throughout this weekend, what are those things? What are all the pieces of this pie that you're trying to figure out for yourself? Now If I was your football coach, to say "That's a Hall of Fame, you figured it out. Now let's come back and let's talk about your Super Bowl goal." Your Super Bowl goal, this is, again, if you're in playing football, your goal is to win the Super Bowl. That's the next 12 months. We're in the season. Our goal is to start, and by the time it's done, we want to win the Super Bowl. So my question for you is, "What is your Super Bowl goal?" Now I'm assuming if you're in my world and you're here right now, your Super Bowl goal probably, at least hopefully, is to win a Two Comma Club Award.

For lot of you guys this is the Supers Bowl goal. Like "Next 12 months, I want to get on stage, come up there, get a Two Comma Club Award from Russell." That's a Super Bowl goal. That's where I'm trying to get to. And if that goal leads you closer to Hall of Fame goal, that's awesome. If it doesn't, what is your goal? Maybe it's different. Maybe it's not to win Two Comma Club Award. Maybe it's like "I just need to make extra 500 bucks a month, because that'll cover my bills. That's my Super Bowl goal for this year. That's what I really need to get myself freedom that I'm looking for." So everyone's goal is going to be different, but you got to figure out what's the Super Bowl goal? The next 12 months what is it you're trying to accomplish that you want to do?

Sorry, my handwriting is horrible. Now, a couple of things about this. As you're doing your Super Bowl goal, again, your Hall of Fame goal, there's a lot of areas of your life, but as you're going for a Super Bowl goal, I want you guys to understand that typically if you are going for something big and something great, you can't do it by being in balance. People ask all the time, "Russell, how do you live such a balanced life?" And I look at them and I smile and I laugh little. I say, "You have to understand, I do not live a balanced life." Everything good in my life, everything amazing has come from times of radical imbalance. And I know this is against what most people teach and talk about. "You have to balance life, make sure everything's working." But nothing good in my life came during times of a balanced life. I know this is weird, but I wanted to explain it.

So think about when I was growing up, the first time I really had success in something was wrestling. And when I got into wrestling, I became obsessed with it. Eventually I became a state champ. I took second place in the nation. I was an All American. I wrestled in college. But if you look at my life during that time, there's all these things. I had my family and my girlfriends and my personal life, all these things, schoolwork, all these kind of things. I was not balanced. For me being super successful in wrestling, I become radically imbalanced for season time to become good at that thing. I put my time, my energy, my effort, my thought, everything was in this goal because I wanted it so badly. And I focused on, I focused on, I focused on, eventually I hit these goals and I had success.

Came and met my wife, Colette. I was like, "Oh my gosh, she's beautiful. I really like her." Now, if I would've had a balanced life, then I would've spent a little time with her and then time at school and I would've had all these things, and nothing great would've ever come from it. It's because I found her and I was like, "Oh my gosh, this is the woman I want to marry. I want to be with her for the rest of my life." My time, I radically got imbalanced focus on her because I had to build a foundation with her. Because I was radically unbalanced, I spent time with her. That's how we built the foundation of our love, of our marriage and all those things became because of time of radical imbalance.

Same thing happened when I launched my company, when we launched ClickFunnels. If you saw the beginnings of ClickFunnels, it was me and Todd working 10, 12, 40, 18 hour days for a season of eight, 12 months, radically imbalanced to get this thing off of the ground. If we would've lived a balanced life through that time, it would taken us seven or eight years to get the point that we got to during that window of time. We had to go radically imbalanced for a season to be able to create something successful. So I'm a big believer in that. If I'm coming in here, I'm like, "I'm going to try to become radically balanced in all these different things here." It's going to be very, very difficult for you to hit your goals. Because you can't do the level of things you need to do to be successful, you can't do that in two or three or four or five things at once. As much as you want to be. Like "I want this Hall of Fame goal. I want all these big things." But right now, what season are you in?

There's a scripture I was going to share, and there's also a song. The Byrds wrote this into a song, but it came from the scriptures. Ecclesiastes 3:1-8. It says, "There's a time for everything and a season for every activity under heaven. There's a time to be born, and a time to die; a time to plant, and a time to uproot; a time to kill, and a time to heal; a time to tear down, and a time to build; a time to weep, and a time to laugh; a time to mourn, and a time to dance; a time to scatter stones, and a time to gather them; a time to embrace, and a time to refrain from embracing; a time to search, and a time to give up; a time to keep, and a time to throw away; a time to tear, and a time to mend; a time to be silent, and a time to speak; a time to love, a time to hate; and a time for war, and a time for peace." So my question for you is, what time in your life are you?

If you were realistic like, "This is my time, this is my time. I've got to figure this out." If you're going to be successful here, I feel like for a season you got to become insane. You become a little bit radically imbalanced. I don't mean leave your family and your kids and all these kind of things, your church. No, you need to be doing those things and maintaining them. But man, there's going to be a window time where you've got to put extra time into this. You got to become radically imbalanced. You got to be waking up a little bit earlier, staying up a little late. I was up till 1 o'clock last night working on this for you guys. And I got today at 5 o'clock this morning. So I came radically imbalanced. For me to be able to perform and be able to help you guys at this point, I couldn't have done it being like, "Well, I'm working until 5:00 and I'm going home." Wouldn't have happened. We had to do a lot of work. I get radically imbalanced to create something amazing for you guys.

So for you, if you're like, "This is my goal. I want to win a Two Comma Club Award, I want to..." Whatever your goal is. The thing is, "Okay, there's a season of my time. I'm going to become a little bit radically imbalanced and it's going to be hard. It's going to be painful. I'm going to be tired. If it's not forever, but there's a season where I got to figure this stuff out and I got to put the time and the energy and effort in." So that's the next step. Set the Super Bowl goal and realizing there's going to be this time, you're in a time and a season if you really want to achieve that. If you were going for the Super Bowl, man, if the team's like "We're going for Super Bowl." It's like, "Hey, if we're going to do this, we got to be committed. We're going to be working out. We're going to be working late. We're going to be working early. We're going to be focusing hard. We're going to be eating differently. We're going to be exercising differently." If we really want to hit this goal, we have to do things differently first season. Then we're going to win the Super Bowl. We can relax and then we can go back to balance.

But if we really want to be successful in that season, we've got to understand that this is how success happens. All right. After you have that, then it's like, "We have the Superbowl, we know where we're going." Now I need a guide. Now I need a plan. How am I going to get there? Now that you've got, "This is the focal point that we're going to focus on the next 12 months of my life. Now I need a plan." And here, and I'll talk about this more in a minute, but typically from here's where you go and you find the guide. Who is the guide? Who has the plan? If I was, again, I don't follow football. I know the Super Bowl's coming up right now, but if I was whatever team's about to win this thing or trying to win this thing, they set the goal. The next thing is they got to get a guide or a coach or somebody who's got a game plan. Here's the plan, here's what we're doing.

Napoleon Hill talked about this in pretty much every one of his courses. I've had a chance to go through a lot of Napoleon Hill stuff recently. We talked about when you set a goal, he says, "You got to pick a goal and then you pursue it with definiteness of purpose." Definiteness of purpose. Not just like, "Oh, I'm going to try to get that thing." No, no, no, no. If you are going to pursue this goal, Super Bowl goal, whatever that thing is for you, you got to pursue with definiteness of purpose. That means I know exactly what it is and I'm moving forward with purpose. You got to move forward definiteness of purpose, and you have to have a definite plan. So it's not like "I'm going to win a Two Comma Club award, and then start going like... It's like, no, no definiteness of purpose. So I have purpose. I know exactly where I'm going. This is the direction, the target I'm going for. I'm going to be radically imbalanced for season time and I've got a definite plan to get me there.

So what is your plan? What is the step-by-step process? Well, if this is your first rodeo, your first time you've never wanted a Two Comma Club Award. I don't care how smart you are, you probably don't have the right plan. So the next goal is to figure out like, "Well, who has the plan? Who is my guide? Who is my Yoda that's going to take me on this journey and help me to have success?" Now obviously over the next 48 hours or so, Allison and I are going to be your guides. We're going to be your Yodas, giving you guys the step-by-step blueprint. Here's the map to get you guys to the Two Comma Club award, to read the physical products or info products, and we're going to be giving you guys and being your guide. The next step is figure out what's the guide? What is the step-by-step process? First, I got to do this, and I got to do this, and I got to do this. In football it's like, "Hey, we got to win this amount of games, then we got to win our conference. Then we got to win this." And then boom, there's the process and the path.

For you guys, it's very similar. We got to find a product. Now we got a product. How do we sell the product? What's the funnel? How do we drive traffic? There's a very systematic step-by-step process that doesn't deviate, doesn't change, it's not weird. It just works. That's why Allison and I are both so comfortable teaching this stuff, is because the guide, the path is figured out. You guys have just to figure out what's your product, what's your service, plug it into the path, and then you get successful. And so that's the next step, is who is the guide? Sorry, there's so many cool things I'm trying to go from here. So the guide. Now this comes back to, you guys have heard me talk a lot about this in Expert Secrets, I have talked about at other places, but when you have the guide, the best place to explain this is in the hero's two journeys. I'm actually going to talk about Hero's, two journeys later on today.

But if you look at story structure. Every story throughout time and everywhere, there's always a hero. And the hero goes and the hero gets called to an adventure. And think about any movie you've ever seen, think about Cars, think about Rocky Balboa, think about Lord of the Rings. Again, pick any movie of all time from the beginning of time till now. It usually starts with a hero and the hero decides, "I want to achieve this thing." And they're over here. There's this big mountain they want to climb and they want to achieve something. But the hero always starts in an ordinary world and they hear this calling, "I need to go." Like "Frodo, you got to take the ring to Mordor." Or "Lightning McQueen, you got to go and you are going to go win the Piston Cup." They have something and they have to leave their ordinary world and go on this journey.

As soon as they leave their ordinary world, the first thing that always happens is they meet a guide. So the guide is someone who's been there before, done there, who's already been to the mountain and back, and now the guide is going to be taking them on this journey. So every movie's got it. Think about, the best example is Star Wars. Luke Skywalker leaves the ordinary world, starts going out there, and then boom, who is he introduced to? Yoda. Yoda has the Force, understands the Force, teaches him, takes him on this journey, helps him figure out who he is. And eventually he goes and he achieves the thing he's trying to do. So that's the key. In this journey of every story of all time, from the beginning time till now, there's always the hero leaves the ordinary world, finds the guide, and takes on a path.

So the next thing, you have to know who your goal is. The next question is, who is my guide? Who is the person? And again, I propose that Allison and I will be your guides for the next day and a half and hopefully long term. Hopefully you guys decide to follow us into the coaching programs and things like that. We continue to be your guide the next 12 months as you guys are training and preparing for your Supers Bowl goal.

Oh, wait. Ah, there's so many cool things. Then from here, there's one last step after you've got the plot, the process, and the path. Then the last thing here is figuring out your routines and habits. For me to get this goal, it's funny because everyone wants the big goal. They want to win the Super Bowl, they want to win a Two Comma Club Award. But what it all breaks down to that, "Okay, there's the goal, here's the path I need to go." Then it's breaking things down to, "Okay, what are the habits and routines I have to have to be successful. If I'm being successful, I got to figure out my habits and routines." For me, this is literally opening up Google Calendars saying, "Okay, for me to do this, I'm going to wake up every morning an hour earlier, so I'm waking up at 6 o'clock or 7 o'clock. And then I'm going to take out two hours at night." And I'm blocking out the time and setting the routines. "This is when I do this, this is when I do this."

If my goal was to go win bodybuilding competition, I would sit back, I'd get my Google Calendar out and say, "Okay, I'm going to lift right here. I'm going to lift right here. I'm going to run right here. My physical, my cardio." I would map out on my calendar when everything's going to happen, I plug it in and I would stick to those routines like clockwork. I wouldn't deviate from them. You create those routines, just like football players, they got practice, they got morning practice, they got weights, they got cardio, they got their drills. They build out habits and routines that happen habitually. That's why it's called a habit, happens habitually. Every single day they do this thing, and they do this thing, and they do this thing, and they do this thing. Same thing for you. It's like "I know the goal, I've got the path. Now I got to build out the routines that force me to stay on this path. They're going to keep me moving forward to this place I need to go." So what are the habits and routines you got to create in your life?

For a lot of you guys, it's going to be waking up a little bit earlier or staying up a little bit later, or taking out your lunch break and not actually eating lunch but working. It's amazing, Allison and I were talking about this yesterday. Most people take an hour long lunch breaks. Do you realize that as you're typing, you can eat at the same time and keep typing and then put it down, and you don't actually need that hour break. Take that hour while you're eating and do the thing. Whatever it is, weaving these things into your schedule. This is where you're going to get radically imbalanced. Where normally you'd be watching TV or normally you'd be sleeping in or normally do something. It's like, "I got to get radically imbalanced for a season. I'll be able to sleep in again after I hit my Two Comma Club Award, after I hit my goal," whatever that thing is. But first season, I'm going to be imbalanced, and come in and be able plugging those habits, routines.

And I wish I could go for hours on this because this is fascinating, but that's the next piece, is habits of routines. All right. So that's the first step here, is really figuring out what is success for you? What's your Hall of Fame goal? What's your Super Bowl goal? Who's your guide that's got the plan? What is that plan looking at? Here's step one, two, so you know exactly where you're going, and then building out the habits, routines to keep you on that path to get you there.

All right, so that was just part one. Next week, we'll release part number two. Before you go, I'm actually setting up a Secrets of Success Funnel Hub and newsletter and a whole bunch of cool things. And so I have a new Instagram account, just focused on success. And so if you want to start following this stuff. Soon I'm going to have a podcast, a bunch of other things related to this. This is a whole new business and brand and everything I'm doing. So if you want to follow my journey, first step, go to Instagram and search for the phrase, one word, secretsofsuccess. And there's in fact if you want to find it. It's all one word. And in there I'm sharing pictures and videos of the books I'm collecting, which is fun. So that's number one. So check that out. And then like I said, if you also go to, depending when you get this, maybe the Funnel Hub's done. It's partially done right now. But we're starting a daily newsletter. A bunch of other cool things there.

So anyway, again, if you enjoy this episode, take a screenshot of your phone, post it on social, tag me in it, and let me know your biggest takeaway and anything that you've found in your life that helps you to have more success. Thanks so much and I'll see you guys on the next episode.


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