Tony's Frameworks From 10 Years Ago and Now
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After doing UPW Virtual, it was really interesting to notice Tony’s use of his frameworks.

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---Transcript---

Hey, what's up everybody. This is Russell Brunson. Welcome back to the Marketing Secrets podcast. So today I want to talk about a whole bunch of cool stuff. I want to talk about Tony Robbins, UPW frameworks, teaching, stories, the one chip challenge, and a whole bunch more.

Hey everyone, I hope you guys are awesome. So I'm recording this as Tony Robbins is about to start day number two of Unleash the Power Within, and those who don't know the story about Unleash the Power Within, is Tony's big flagship event that I've been to twice by myself, Collette's been to it twice, and I was excited someday to take my kids to it, but we haven't been able to because of the coronavirus, so they're doing virtual and the live event, you have a chance to walk across fire, but at the virtual one, they don't obviously have the fire walk. So that's kind of sad, but we got to do breaking boards. So that's what's happening today. That's kind of where in the timeline of the world I'm at.

But first I want to tell you guys about something horrible that I experienced. So some of the best marketing ever, but probably one the worst experiences of my life. One of my friends called me up, one of my trainers, and he said, "Hey, do you want to do the one chip challenge?" I'm like, "What's that?" He's like, "It's this chip that comes in a box that looks like a coffin, and it's the hottest chip in the world and you try to eat it." And I was like, "Heck yeah!" And so he bought them for me and for Dave and for our kids and for everyone. So they, actually the night before UPW, they all came over and we did the one chip challenge.

And so you throw this chip in your mouth, you chew it up, and then you try to see how long you can not drink water for. So of the four people that did it, I wussed out the fastest. I was in less, I think it was a minute 30 when I was about to die and I had to get water, but it burned for the next, it burned bad for like 30 minutes. Dave made it for 10 minutes without taking any water. Jackson did it for the longest. He was a little over 10 minutes. Dallin, my son, he did it like three minutes. So I was by far the worst and it hurt so bad, but what was even worse, is not only did it hurt going in, after it was in my body, it hurt so bad for probably 45 minutes or so I was going to die, and then I went into the bathroom and I puked probably about 20 times, which was the greatest gift in the world. It felt so good to get it out of me.

Anyway. So, but it was amazing marketing. Think about this. So one chip for eight bucks comes in a coffin. It's this big contest, this viral thing where everyone tries to do it. They post their pictures and their videos online and it's this horrible, horrible experience. And then on the backside of it, they sell their bags of chips, which are hot and not as hot as the crazy ones.

So anyway, I had a chance to participate in that and it was horrible, but we survived it and the next day was UPW and I was so excited because when I first went you to UPW, my twins were probably three years old. I remember thinking someday when they're teenagers, I want to bring them to it and have them experience this because imagine how different your life would be if you experienced this up front. It's funny because in your head, you get this picture what it's going to look like, and your kid's going to be there taking notes and loving it, and the actual reality... So yesterday was a 15 hour day and I got to give it to them, they lasted for six hours. Six hours of them watching it and then you could tell, it was pretty tough and they were ready to be done.

So they, we let them leave, and then they came back, we did the board break with them that night, which was really fun. And then I think today they're taking off. So, but they got some of it in, but it's just one of those things where in your head, you have this visualization of what it's going to look like and how amazing it's going to be and how excited. Anyway, one of those things I was a little frustrated last night because I'm just like, "Oh, I wanted my kids to experience this," and they kind of experienced a little bit of it, but anyway, maybe they're not old enough yet. Maybe, I don't know. It's hard.

Being a parent is hard because you have these things in your mind that you want to do for your kids. You want them to experience. You want to help them, all these things. Like, "If I could, if someone had given me this and this and this, these tools ahead of time, I'd be so much more successful today," and it's tough when... I don't know. I'd probably have been the same way when I was their age. So anyway, someday maybe when they're 30, they're going to listen to this podcast episode, and be like, "Oh my dad actually did really care about me. He wasn't just frustrated. He really wanted me to learn something." Oh, anyway.

All right. So let me change subjects, not subjects, but the reason I wanted to do this podcast. So I've talked a lot about creating your own frameworks. Talked a lot about telling stories, about teaching, all sorts of stuff like that. So yesterday was really fun. As UPW started, I took out my notebook and as Tony was teaching, and he taught 15 hours yesterday, so it was a long session, right? But as he was teaching, I noticed he started teaching different frameworks. And so as he started teaching each framework, I started writing them down and from yesterday alone, I probably missed some, but I got one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13. 13 frameworks that Tony taught in 15 hours.

So basically he was averaging one framework per hour. And if you watch Tony, he gets up there with no notes, no slides, no nothing. He just starts teaching. And then when he starts into a framework, his team will throw up slides and the slides are usually like, they have a title, right? So the first framework he talked about was the three levels of mastery, and it's like, "One, two, three." That's his framework. So he starts getting close to the three levels of mastery, his team throws up the slides, and he's got part one, or step one, step two, step three. If you notice the way he teaches, he's got a story for each thing. Story for step one, story for step two, story for step three. So he tells all the stories around this framework, it takes like, an hour.

They shift to the second framework, which the second one was the three mandates to leadership. And as he starts getting into that topic that his team throws the slides up, it's got three mandates, one, two and three. So he teaches number one, tells a story about it. Teaches number two, tells a story. Teaches number three, tells a story, boom, you're an hour in. Then he's like, "Next framework, success cycle," right? He never calls them frameworks. But if you watch what he's doing, that's all he's literally doing. He's just, he has a framework that he throws up and he tells a bunch of stories to teach the concept of the framework.

So here's the frameworks I got yesterday. And again, I may have missed some, but the three levels of mastery, the three mandates of leadership, the success cycle, the three decisions that change your life, the three patterns of fear or focus and meaning, the two primary fears, the three ways to grow a business, the two master skills, three forces of creation, the three chunks of practical psychology, the three things that cause suffering, the triad, the three molders of meaning, and the six human needs. Okay?

So those are all the frameworks he taught on day number one at UPW. Tony has taught UPW, I don't know, four or five, six times a year, every year for like, 40 years. And so what's interesting is that I went to UPW the first time, 12 or 13 years ago, and guess what's interesting? These were the same frameworks he taught then. Most of the stories were the same stories, okay? So Tony can go to UPW and I'm sure he plans and prepares, but he doesn't really have to. He just shows up. He's like, "Hey, here's my," what'd I say? "My 15 frameworks, I'm going to be teaching on day number one."

And so he gets up there, welcomes everybody, starts telling stories. And then he's like, "Hey, I know the very first one's going to be three levels of mastery." So he starts talking about mastery, team pops up the slides, he sees the thing, "Oh, three levels of mastery, step number one," teaches the thing. Step number two, tell the story. Number three, he tells the story. Okay. And then goes to the next one, and the next one. He's just got a process, and he goes through all these frameworks and that's day number one at UPW, right?

And day number two, I haven't taken notes yet, but I'm sure day number two's the same thing. Here's the 22 frameworks we're covering. Day three, here's the 13 frameworks we're covering. Day number four, here's the 12 frameworks we're covering, right? It's just these frameworks. And then how do you do it for 15 hours? You just tell stories in every single step of the framework. Okay.

And notice these frameworks aren't insanely complex, right? I think sometimes people hear me talk about frameworks and they're like, "Russell, your Perfect Webinar is intense." I'm like, "Yeah, I know I had to write a whole book to explain it." Your Expert Secrets book is my whole framework on the Perfect Webinar, right? But it's like, you don't have to have complex frameworks. Listen to Tony's. The three levels of mastery, the three mandates of leadership, the three decisions to change your life, the three patterns of focus, the two primary fears, the three ways to grow a business, the two masters skills, they're all a thing. They're all finite. There are three things, two things. The biggest one is the six human needs, which is the six things. Everything else is either three or two steps, right? But each of them are a framework.

And then as he teaches them, again, it's not this huge complex thing. It's like, "Here's the framework. The three levels of mastery, step number one," right? Says what it is. Number two, tells the story. It helps illustrate his point, and then probably shared a success story to tie it back in, right? It's very similar to my framework and how to teach the framework, right? And so you look at that, this is the concept. This is what he does. If you guys are like, "How does Tony Robbins teach a 50 hour seminar in a weekend?" This is it. He wrote down probably 50 frameworks, and he breaks down over four days. "How does he teach A Date with Destiny? His second one that's five days?" Okay, it's the next set of frameworks. "How does he teach life mastery?" It's the next set of frameworks. "How does he's business mastery?" It's his business frameworks. "How's he teach wealth mastery?" It's his investing frameworks. "How does he teach?" Right? That's it.

And so for you guys, I hope you're starting to get this, right? We keep talking about this. What are your frameworks? You need to start creating your frameworks and give them proprietary names, right? So you create your framework for losing weight, for making money, for being successful, for running faster, for jumping higher, for whatever, just start creating frameworks, right? And again, they're not super complex, right? The two primary fears, that's a framework. The three ways to grow a business, that's a framework, the two master skills, that's a framework, right?

Do you have two master skills of jumping? The two master skills of stock investing, the two master skills of how to get bigger biceps, the two master skills of getting your calf bigger? I don't know, whatever it is. You've just got to create your frameworks, right? If you dive deep into the Perfect Webinar script, all I do is the Perfect Webinar is number one, you tell your origin story about how you discovered the framework. Then secret number one, you reveal the first framework, right? Which is your framework about the vehicle.

So for me, my first framework is funnel hacking, right? So there's my funnel hacking framework. And then secret number two is your framework for the internal fear. So my framework for internal fears is called funnel cloning. If you're scared of making a funnel, let me show you a clone inside of Click Funnels, and there's my framework for that, right? And number three is my external framework. So for me, the external framework is how to get traffic. So the title of my third framework is my number one traffic hack, right? And there's a framework for my number one traffic hacking. "Well how do you do it?" Step number one, you go to similarweb.com. Step number two, you type in your domain url. Step number three, you see all the websites that are driving traffic. Step number four, you might have some the same, on the same websites, right?

Anyway, I'm going fast for those who are in my world. If you're new to my world, you probably, "What is he talking about?" If you go watch my webinar, you can see my webinar. My webinar is literally just me teaching my frameworks with one minute change, and then the minute change is that we pull out one step of how we teach them. Anyway, ah, that's a whole podcast for another day. I'm not going to go into that.

But if you are excited about that, depending on when you get, because I'm not sure when this episode will be going live, but during black Friday this year, we are relaunching perfectwebinarsecrets.com, and I just recorded a two hour training on how I do my webinars showing this concept of how we weave the frameworks in. So if you want to go deeper and you want to understand how to use this for webinars, go to perfectwebinarsecrets.com after Thanksgiving 2020. So whenever, depending when you're listening to it, you can get there, it's going to be seven bucks and it's super cheap and amazing. But anyway, I digress.

I wanted to share this with you guys because this is the secret to being a teacher, a guru, an expert, whatever you want to call it, is developing your own frameworks, giving them a proprietary name so it becomes your framework, right? And then learning how to teach them, and teaching's literally here's the three steps. Let me tell you a story about step number, story about number two, story about number three. So it ingrains into their brains and their understanding, and then they have that tool, that framework, they can then look back on and use over and over again.

I still remember the very first UPW I went to 10, 12, however many years ago it was, but I remember going through all this and I didn't realize he was doing it and understanding their frameworks, but there were a couple that really had a big impact on me. The ones that had the biggest impact on me, the three mandates of leadership. I still remember that one to this day because it was like, "Step number one is look at things as they are not worse than they are. Step number two, look at things better than they are. Step number three, work to make them that way," right? That's the three mandates of leadership.

I learned that 12 years ago. And I still remember it to this day, because that framework, the way he told the stories, whatever it was, integrated in my brain, and I could recycle that 12 years later because I remembered it. I don't remember all the frameworks, but that one meant something to me. The other one was the triad, the three molders of meaning. I've taught that one a ton of times, because that was one that had such a big, profound impact on me. When he taught it, I remember the stories whatever resonated with me, was like how to get into state. And I remember I've used that every day of my life since then, right? It was such a powerful framework.

And the third one that still to this day is a part of my favorite of all the Tony's teachings is the six human needs. That one had such a profound impact on me. And it was funny, I watched the video last night of him reteaching it, and I was like, "I've taught this so many times now," because it had such a profound impact on me, but I've all of these are frameworks, those were the three that stuck with me, that became part of me, right? And that's what I think all of us teachers want. We want to be able to teach stuff that becomes part of our students, that they understand it, they learn it, they integrate it, it becomes part of them.

And so for UPW, for me, I went through his whole thing and those three stuck with me for a decade now, and this time going through it again, I'm like, "Oh yeah, that's a cool one. Ah, I don't remember that one. Oh yeah, I forgot about that one," and those things keep coming back. Okay? But for you, it’s just creating these frameworks, and sometimes you're like, "I got to create new frameworks, new frameworks." Tony hasn't been creating new frameworks. These are the frameworks, literally these are the same frameworks. If I went back to my notebook from 12 years ago, the first UPW I went to, these were the same ones taught then, exact same ones, nothing different, right? Some of the stories might be a little different, but most of them weren't.

In fact, it was funny, there's this one story he tells and Collette's like, "Oh, this is the red square story," and I was like, "What?" And then all of a sudden he gets into it and I was like, "Oh yeah, I remember that story." And yeah, it's the same story from 15 years ago, right? And so it becomes really, really cool when you start looking at it that way, right? If you think about it, it's like... Like my Two Comma Club LIVE event or any of the events that I've done consistently, I could show up and teach them without any advanced notice needed, right? I have my frameworks, I know the stories. I just teach them, and I'm good to go.

In fact, if you look at most of the stuff I do nowadays, it's interesting because like the dotcom secrets book, like I was on the road teaching those principles for a decade before I wrote the book, right? And so the value ladder's one of my frameworks, and all these things are my frameworks that I taught forever and I know the stories behind them. I know what stories I'm going to tell. When I tell the value ladder framework, I still tell the same story about my dentist and getting a postcard and showing up and getting my teeth cleaned. And he's like, "Ah, your teeth are yellow," And, "Do you drink coffee?" "No, I don't." Oh, learn about tooth whitening. I know the stories, right? I tell them so many times over and over and over and over again. So I can show up and say, "Hey, the framework someone needs is the value ladder, and what story am I going to tell?" And I just pull it out of my pocket because I've told that story a million times. I know exactly where it goes, how it fits and it's easy, right?

So that's the key. I did a podcast a couple of weeks ago that was kind of another distinction on top of this. We talked about publishing and for years I told everyone you've got to publish every single day for a year and you'll be successful. And the big realization that I got from Dave Woodward, actually his son Parker, was that it's not just publishing to publish, it's publishing around your framework, right? You're telling stories and showing examples, and you're talking about the practical examples of your framework. So if you guys are misunderstanding that, you got to create these frameworks, and these frameworks become the foundation of everything. It's the foundation of your content, the foundation of your courses, your seminars, your events, your products, your YouTube videos. These things get weaved in and out over and over and over and over and over again.

And so anyway, I just wanted to kind of, I don't know, just keep drilling deep on this. What are your frameworks? Start developing them and start watching as you go and you start learning from other people. Take notes. Again, I just, all my notes this time, were just writing down the names of Tony's frameworks. I just wanted to see them written out, right? And so when you watch me teach, or Tony, or anyone who's an amazing teacher, go watch and notice, and notice how they use their frameworks over and over and over and over again.

Anyway, I hope that helps. With that said it's time. It's time to end this podcast, and for you guys to go sit down and figure out a framework. Make one that's easy, go make one right now. Again at Two Comma Club LIVE, I have everyone go and make a framework for how to make a peanut butter and jelly sandwich, right. Which is a fun one. But what could be your framework? Make a framework on how to eat a hot chip, right? How to win the one chip challenge. Or make a framework on, again, whatever your product, your service is, pick something and it doesn't have to be hard, right? Just pick something, title it, give it its own proprietary name, where it's your name, have it be the three steps of whatever. The three levels of whatever. The three mandates of, the three decisions blank, the three patterns of, the two primary, the three ways to, the two master of something, the three, four...

Anyway, just make it, and then start teaching it, and start talking about it, start sharing it. Start figuring out what stories you can tell to make that framework stick in people's minds better and be able to bring back and remember it and recall it so they can actually use it and integrate into their own lives. Anyway, I hope that helps and gives you guys a glimpse of how Tony teaches, how I teach, and how the greats all do it. Thanks so much, guys. I appreciate you all for listening and we'll talk to you soon.

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