Secret #31: The Four Levels Of Value


On this episode you will hear Myron Golden talk about the reason’s people make a lot of money versus a little money. He goes through the four levels of value for creating income and explains each level. Here are some of the insightful things in this episode:

  • Why working harder does not make you more money
  • The “unfair” advantage good communicators have over laborers
  • How Russell was able to build a successful software company without knowing how to code

So listen here to find out what the four levels of value are and how much money each level is worth.

Full Episode Transcript Expand Transcript

What’s up everybody, this is Russell Brunson. Welcome to a very special impromptu Marketing Secrets podcast. I just got off of an inner circle call and it was so awesome I wanted to share it with you.

So I’m on an inner circle call, and the inner circle are my 25k members and there’s 100 of them and we have a group closed at 100 people. Once a month I do consult calls with all of them and one of them today was with Myron Golden, who is one of the coolest people in the world. And in the middle of this thing he dropped, I don’t know 10-12 minutes of the coolest thing about how income and the different levels of income, it was so good I wanted to share.

After he ripped on it for like 15 minutes I was like, “Can I put that on the podcast?” and he was like, “Sure man.” So I’m doing this really quick before I jump on the next call. I’m going to plug this clip in here. This will help you understand the levels of income and if you’re stuck where you need to shift and what those changes are for you to get to where you want to be from an income and finance standpoint. It’s awesome. So listen right now and I hope you enjoy this episode of the Marketing Secrets podcast.

Myron: There’s a reason people who make a lot of money, make a lot of money. There’s a reason people who make a little money, make a little money and it’s because income is the result of value created and offered in the marketplace. So value is what creates income and there are four levels of value and if you’re operating on one of the lower levels, you can only make so much money. I will just tell what the four levels of value are so you can just kind of wrap around that.

There are four levels but there are five resources. The top level of value, you have two resources you can use. So every level has one resource, the top level has two resources. The lowest level of value is implementation. That’s the lowest level of value. That is the people who do the thing. So if you do the thing, you’re the person who does the thing, you make the least amount of money. I basically tell people in the presentation if you’re an implementer, I know how much money you make. You make somewhere between minimum wage and $80,000 a year. You make minimum wage if you’re working as housekeeping staff at a hotel, or McDonalds. You make $80,000 a year if you’re like a mechanic that works on Rolls Royce or Bentley’s or something. That’s your income window.

And then the next level of value, and by the way, the resource you use at that level is your muscles. You use your muscles to make money. By the way, I shouldn’t show that on camera, but it’s here to protect, not to harm you. Anyway, pardon my corny, I’m a corny dude. What can I say? So the resource you use, your muscle to make money. The whole premise of the concept is that money is spiritual in nature, it is not materialistic in nature. So if you’re using a physical resource, like your muscles to make money, then your income is going to be limited. If you want to make more money then you have to operate at a higher spiritual level. Does that make sense so far?

The next level of value, which is the second to the lowest…

Russell: The two resources there were muscle and what was the other resource?

Myron: There’s only one resource at that level, that’s your muscle. The top level has multiple resources, the bottom levels only have one. Does that make sense? So the lowest level is implementation. The second to the lowest level is called unification. That is you use, your resource is your management skills. You use your management skills to make money. You don’t do the thing, but you manage the people who do the thing. So you make more money than the people who do the thing, but you still have a limited income. You’re going to make somewhere on the low end, between $40,000 a year, on the high end a quarter of a million. $40,000 if you’re a manager at Taco Bell, high end, quarter of a million, you’re a middle manager,  vice president or something at Lock Heed Martin.

That’s your income window. If you want to make more money than that, like working harder in the same level doesn’t make you more money. So the next level is called communication. It’s the second to the highest level of value. Communicators are some of the highest paid people in the world. I’m not talking about people who communicate a message from their head to somebody else’s head, but people who communicate a message from their heart to somebody else’s heart. They can make, they use their words to make people feel something. You know exactly what that looks like because you do it all the time.

So you’re communicating a message. When you use your mouth to make money, on the low end you’re going to make $100 grand, on the high end you might make 100 million. Low end, 100 grand you sell cars. You make $100,000 a year. High end, 100 million, You’re an actor. You’re an A-list actor, you might make a $100 million dollars a year. You’re Robert Downy Jr. You’re a Denzel Washington. You’re an A-list actor, you’re a singer. You’re an A-list singer, you produce albums. You’re a Jay-z, Usher, Beyonce. You are communicating. You’re either an author, a speaker, an actor, a songwriter, a playwrite, or a sales person.

You launch this business called Clickfunnels even though you don’t know how to program, but you do know how to communicate the message. #justsayin. So communication is the second highest level of value and people who get really good at communicating can make a lot of money. People who resist communicating, and if I quote a friend of mine who lives out in Boise, Idaho, they just hate money.

So communication is the second highest level of value and you use your mouth to make money. That’s the resource, you use your mouth. And it almost doesn’t even seem fair, because fair is not a real concept. It doesn’t seem fair that people who talk make more money than people who move things, who have a hammer and nails, or dig holes. But they do.

I have these guys come out here and look at my roof today and the guy told me he’s working for this roofing company for 40 something years and his skin was all leathery and he had sores on his hand. I was like, oh my goodness. It’s so painful. He uses his muscle to make money and he’d been doing it for 40 years. I just thought about that just now. Sometimes people will be physically diligent so they can maintain a state of mental laziness. They won’t work hard at learning a new thing, but they’ll work hard at doing what’s already not working. That’s the kind of progression I’m taking people through.

And the highest level of value, are you ready? Drum roll please. Highest level of value is imagination. You use your mind to make money. That’s one of the resources, you use your mind. The other resource with your imagination to make money, is money. So those are the two resources you use your mind to make money with. Are there people who make money trading stocks and options and commodities and all that stuff? Are there people who do that? Absolutely.

Are there people who lose money doing the same thing? What’s the difference? The difference is how they use their mind. So your mind is your greatest resource for creating wealth. But most people, we’ve been programmed our whole life not to think. Most people don’t think. They think they think. They just think they think, but what they really do is they’re really regurgitating pre-programmed responses that were programmed to them while they were plugged into the matrix and they think they’re having a thought.

So Mind Over Money Mastery is a program where I teach you how to use the three highest level resources and the two highest levels of value and teach you how to use your mouth, mouth mastery. I teach you mind mastery and I teach you money mastery. That’s why it’s called Mind Over Money Mastery. Thank you.

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Secret #1: How To Outspend EVERYONE Profitably

Is it possible to start a business without raising money? Russell explains how you can outspend all your competitors without needing to take a single dollar from venture capitalists.

The beginning of my journey from

$0 - $100,000,000

in revenue WITHOUT any venture captial

Who is Russell Brunson?

Over the past 10 years, Russell has built a following of over a million entrepreneurs, sold hundreds of thousands of copies of his books, popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace.