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103 - When You Shift To This Question, Everything Will Change

When You Shift To This Question, Everything Will Change

Listen To Today's Episode: 

Episode Recap:

After spending time with 100 entrepreneurs inside the Inner Circle over the last two weeks, this was my biggest take-away. On this episode Russell talks about why there comes a point where money doesn’t matter, as long as you’re trying to grow your business for the right reasons. Here are some of the awesome things you will hear in today’s episode:

-- Why Russell stayed up until 3:00 am to buy whatever he wanted on eBay, but only managed to spend $650.

-- Why when you scale your business just to make more money, it’s for the wrong reason.

-- And why when you finally start asking the right questions, the money will start to flow.

So listen here to find out why money doesn’t buy happiness, but finding new ways to serve your customers will.

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Best Quote:

So it was $650 and I was out of things to buy. Money no longer serves, there’s nothing that I could do with money. I was like, man if my whole goal was to scale this business to make money, that’s really depressing when there’s nothing else that I need or I want. In four hours of searching I was able to spend $650 and that was it.


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What’s up everybody? This is Russell Brunson, welcome to Marketing Secrets podcast. I’m going to share with you guys some good news and some bad news today.

Alright everybody, welcome back. I’m so excited for this episode for a couple of reasons. Number one, we’re making some changes to the podcast, as you will see over the next week or so and one of them is I’m no longer going to be doing the video side of the podcast. We’re not going to be posting these on YouTube, they’re only going to be here for my friends who are listening and I’m plugged into your ear. This is now going to be exclusive to the podcast, which I’m really excited for.

It also means I’m going to be able to do more of these again. When I had the whole video thing, I’d stress out. Like, oh crap, I’m still in my pajamas. Or I wore the same shirt three times in a row and they’re going to judge me, or whatever. And I didn’t do nearly as many podcasts. I have all this line up of things in my head that I want to talk about, but I never did it because I had to do video every time, and I just didn’t want to.

So right now I’m going audio only and I’m so excited, and we’re going to be moving back forward to this as the delivery mechanism for the Marketing Secrets podcast, which gets me excited. So that’s number one.

Number two, Ryan and Todd are in town this week, we are, it’s so fun. It’s amazing what we can get done in a night. We basically launched an entire new service last night that we made up off our head called Funnel Rolodex which is going to be a huge help to all of you guys here in the very near future.

We also rebuilt the entire Two Comma Club X coaching program to make it more simple, with accountability partners, checklists, systems, it’s so cool. So many fun things happening.

But I have a list of stuff from last week’s inner circle meeting, notes of stuff that I want to you guys specifically about. And one of them that I wanted to share because it’s kind of short, but so important, was just the fact that, and I don’t want to break it to you guys meanly, but this is the news. Money is not going to make you happy.

Oh crap. Some of you guys are thinking. Some of you are thinking, of course not Russell. But it’s interesting, as I was sitting through all my inner circle meetings over the last couple of weeks, which were so fun, and so many amazing people there, and it’s funny because one of the big things always amongst us is, “How do we scale our businesses, how do we scale our businesses?” and that’s a question that I love and I don’t steer away from that because I think it’s important. I’m focusing always everyday on how I scale my business. That’s why marketing is fun, figuring out how to scale businesses and there’s fun in the growth.

But there was one person specifically who was trying to grow and scale at the cost of some things that, anyway, I asked him, “Why do you want to scale?” And he’s like, “Well because that’s the point.” And I was like, “Yeah, but when is enough going to be enough for you.” Because they’re trying to scale like 8 different businesses, they’re all in different markets, different segments, different things.

I’m like, “Which one are you most passionate about?” and they’re like, “This one for sure, but this one is more scalable. I can’t scale this one as much.” It kept going back to the one that they loved they couldn’t focus on because they couldn’t scale it outside the confines of this whatever. I’m like, “What’s the point of scaling it?” “So we can make more money.” I’m like, “There’s a point where money doesn’t matter anymore. And if you’re not doing it because you’re passionate about the people that you’re serving and the impact you’re having, you’re going to burn out and you’re going to die.”

For example, last week, it was one of those things where like, you get tired sometimes. I don’t know I was kind of burned out. I haven’t taken a break for like 2 years, so I was kind of burned out a bit. Not going to lie. I was laying in bed and I think my wife was passed out, or maybe she was with Norah, I can’t remember exactly. But I was sitting there, I’m thinking, I’m at the point in my life where I could buy anything on earth that I want. So I’m like, what do I want?

I was like, huh. I couldn’t think of anything. So I was like, I’m going to go to a place where all my magical dreams can come true, eBay. I’m like, everything on earth that you could ever want is for sale on eBay. I was on eBay for like three or four hours looking for stuff to buy. I’m like, “I could buy anything I want on this entire site.” I used to get in bidding wars with people, and I had to have auction sniper software to be like, try to save 5 cents by bidding before the other person at the last second, all this stuff.

I’m on eBay and I’m like, I can literally buy anything I want at this point in my life, how exciting is this? And in four hours I was trying to find stuff, trying to find things that were amazing, that inspired me, got me excited, and after four hours of trying I think I spent like $600 mostly on old books. And then I was like, there’s nothing else on this entire site that I actually want, there’s nothing.

So it was $650 and I was out of things to buy. Money no longer serves, there’s nothing that I could do with money. I was like, man if my whole goal was to scale this business to make money, that’s really depressing when there’s nothing else that I need or I want. In four hours of searching I was able to spend $650 and that was it.

The bad news is like, money, it seems really, really cool but there will come a point when you’re pursuing business and stuff where you’re like, oh my gosh this money didn’t actually matter. And it’s going to be confusing to you, it was confusing to me. I was like, why am I still doing this? Why was I up last night until three or four in the office? Why did I wake up early this morning? Why am I doing this stuff? Because of the impact. Because of the person. Because of the people we’re serving on the other side.

If you’re picking your business solely because it’s scalable, because of how much money you think you can make, you’re dumb. That’s the worst thing to ever try to focus on. If you’re picking a market because you’re like, “I’m obsessed with those customers, and I can serve them better than anybody else in the world and I’m going to serve them and put my heart and my soul and my life’s mission into the service of that human.” Then you’ll have the fulfillment. You’ll be able to stay up til 3 at night excited because you’re having so much fun, and all the good stuff will come from it.

And what’s amazing, if your sole focus is like, “How do I serve these humans, the group, the people I picked to serve?” The thoughts, the inspiration that will come to your mind is insane. You won’t have to worry about, “What should I sell this person? What kind of product should I create?” Because when you have this hyper focus on, “I love these people, I’m serving them. I’m going to change their lives, and they’re not going to know what hit them.” When that becomes the focus and then you’re like, “What should I create these people?” When you’re in that mindset and those are the questions, and this is the hairy fairy, hokey pokey, woo woo stuff, that I used to make fun of people about. When I’m like, “No, I just need to sell crap. What’s the data say? The data’s going to be wrong.”

But when your mind and your heart is in that direction, then the universe, God, whatever you want to call it, I believe it’s God, gives you direct revelation of “this is how you can serve this person.” And it’s like, oh my gosh. That’s amazing. And then “This is how else you can serve them.”

Last night, the whole Funnel Rolodex thing, yes, it will probably become a hyper profitable, multi-million dollar a year segment of our business moving forward, which is awesome, but guess what? That wasn’t the purpose. The purpose is, I was like, “All my people are struggling because they can’t do all the pieces. There are like 20 different things you’ve got to do to build a funnel.” And some of them are getting good at copy but they suck at design. Some are good at design but they suck at copy.

There’s people that are good at technical, but they suck at the other part. What if we build a funnel rolodex where we aggregated, “Here’s 30 good copywriters. Here’s 50 good designers. Here’s 20 good funnel builders.” And made this rolodex and people can come and find it. I’m like, oh my gosh. That would save everybody. Because now it’s like when they get stuck they can just go to Funnel Rolodex and find the person to do the job.

If you go back to the podcast I did a week or two ago, “The Who Not The How” it’s like, instead of figuring out the how to do each step, who’s the who? So Funnel Rolodex, literally the tagline is “The Who Not The How” so it’s like, “Who’s the who? They’re all here categorized based on what they do.”

And that whole idea came out of how do I serve our customers. It had nothing to do with how can we maximize revenue and how can we scale this. It’s like, no, we love our customers, we actually want them to succeed. So how do we do that? What if we gave them this, this would change their life. Amazing.

Then it’s like, “Can we make money on this?” Oh yeah, it’s actually really easy. This would be a hyper profitable piece of our business, but that wasn’t the focus. Because if I would have had the focus of how do I scale this? Funnel Rolodex would  have never been born. Two Comma Club X, the new stuff we’re doing, would have never been born. It all came off of, “How do we serve these people? We love them, we want them to succeed.” And then it’s like, God tells you, “This is how you do it.” And I’m like, “Oh my gosh, I never would have thought of that, thank you very much for the inspiration.”

So shift your focus you guys, from the money, because the money does not matter. If the money really matters, go get a credit card for like $650 and go to eBay and spend four hours blowing it all and then you’ll be like, “Huh, that sucked. Now what am I going to do with the rest of my life?” It’s going to be really hollow and really, really empty if it’s about the money. I promise you that. I can’t tell you how many multi-millionaire people I know who are broken and they’re empty because they were focusing on this thing, they were chasing the almighty dollar.

The weirdest thing, when you stop chasing the almighty dollar it starts flooding to you and you’ll get more than you could ever dream of. So there you go, serve your customers, have fun with it. They are amazing people and they need you to change their lives. They can’t do it on their own, they need you. So you gotta figure that out. It is your mission, it is your calling to figure out how to serve those people.

So number one, if you don’t know who those people are, it’s time to get hyper focused on that. Figure out who you’re after, who are your customers, who are the people you’re going to be obsessed about serving? Figure out who those people are and start thinking how can I serve these people, how can I serve them. And if you do that, that’s the right question, you ask the right question you get the right answers.

So focus on that and you’ll change their life and you’ll be forever remembered because of that. So there’s your legacy, which is what we all really, really want.

So with that said, I’m heading in to go work on my legacy. Appreciate you guys, we love you, we care about you, and we’re excited to continue to serve you in the future. If you enjoy this podcast, please go to iTunes and comment, subscribe, I don’t know, tell all your friends about it, go spam the Clickfunnels group and be like, “Go listen to this episode, it was so good.” You have my permission, but please tell other people about it. We don’t spend a lot of marketing money on this podcast, it’s just a labor of love, because I know if I could put in one thought or one idea to shift your thinking just a little bit, it’ll change your destiny, and more importantly, it’ll change the lives and destinies of so many other people.

So that’s why I do it. So if this has resonated with you at all, please share it with other people. Appreciate you, have an amazing day and we’ll talk to you soon. Bye everybody.


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