Perseverance and Innovation Strategies for Business Growth with Cody Sperber
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What's up, everybody? Welcome back to the Marketing Secrets Podcast. I found a really cool interview that I want to share with you. It's an interview I did probably six or seven months ago. I was out at Tony Robbins' mastermind group, and I met up with someone who had become ... I'd seen him for years. His name's Cody Sperber. He's in the real estate market and someone I've been watching remotely for a long time. We had a chance to both meet at that event and hit it off. Really cool guy. I really enjoyed it.

hanging out with him. And then, uh, while we're there, he's like, Hey, do you want to do a podcast in my hotel room? And I was like, sure, man. So we went up there and he had a lights and microphones everything set up. And we did a really cool interview, um, talking about this business and about, um,

you know, the transition from personal growth to actually serving people and helping them and a whole bunch of other really cool things along the way. And I thought there was a lot of value and a lot of really interesting, unique questions he asked me. And I think there's some value for all you guys in it as well. So that's why we brought you guys this really cool interview with Cody Sperber. And I hope you enjoy it. I hope you enjoy this interview and you get a ton of value from it. If you do, please let me know. It's always fun to hear from you guys, either in the form of you guys sending reviews to the podcast or just taking a screenshot of

of the podcast as you're listening right now and then post it on Instagram or Facebook, whatever, tag me and let me know what your biggest takeaway or aha was from the episode. So hope you enjoy it. With that said, let's check out this cool interview with me and Cody Sperber. 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 is 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.

Are you ready to take action to attain the lifestyle of your dreams? To greatly make a lot of money fast. The Clever Investor Show. What is going on, Clever Investors? Welcome to the Clever Investor Show. It's Cody Sperber, your lucky host, the OG Clever Investor. And today we have somebody I'm super excited to, I don't even need to introduce you to, but...

I'm super excited to bring to the Clever Investor Show one of my favorite marketers on planet Earth, somebody who's made my life so freaking easy with his amazing software called ClickFunnels. This is one of the best marketers on planet Earth, somebody who really doesn't need an introduction. We have the amazing Russell Brunson on the show. Dude, thank you so much for being here. Yeah, glad to be here, man. I'm lucky because I caught you at the right time. I pulled you off of the beach with your family and said, we're here at this mastermind.

which you've been involved in with Tony and Dean forever. You're number one, yeah. You guys are homies. Yeah, you're number one. I was actually a partner in the project. So I don't know if you knew this. I bought mastermind.com. Dean told me. Yeah, I gave it to them, and we were a partner. And after year two, so much stuff has happened to ClickFunnels, and they were doing their thing, and I was like, you guys just take it.

Dude, I need a friend like you. Who just buys like a million-dollar domain and just been like, oh, by the way, bought this for you guys. Mastermind. We gave you this watch in exchange. Mastermind.com. Show off the Richard Mille. This is the watch that Dean and Tony gave me back in exchange. That's fire right there. Look, look. How do we earn a watch like that, Russell? How many potato guns do we got to sell?

in order to get us a lot of potato guns, which is kind of when I first heard about you many, many years ago, uh, you were like doing like really interesting, like direct response around potato guns. Yeah. When I was in college, that was the first product ever created, which, you know, the first product never makes a ton of money, but it's the story. So then I figured out how to make my potato gun and then

I sold that for a while and then it stopped working. Then I started adding potato gun kits as an upsell and

I found a guy in northern Idaho that was making kits. So someone would buy my DVD, and then they'd upsell them the kit. And that was like the first time that we'd ever done a funnel, which back then we'd call them funnel. But that was the big aha, which then eventually 10 years later led to ClickFunnels. Which is – tooken? Taken? Taken the industry by storm. I mean like literally you change the game. Taking a person who – I can't even tell you how much on programming, graphic design, all of the pieces, like –

Nobody really understands until you're working with a Russian programmer, a Ukrainian programmer, people over in the Philippines, and trying to pull all these team members together to build a simple funnel. You made it to where you can literally click and you have a funnel. You can do it, yeah. Yeah, yeah, which is amazing because you empowered a lot of people who had a great idea, had their own potato gun idea, but they had no idea how to bring it to market and would never have been able to pull those pieces together. So how did you even –

Were you just building funnels and you're like, screw this is a pain in my ass. I'm going to build something that's easy. Honestly, I think everyone knew that was that need to be built. Like, um, I tried to build it twice prior. So I was like, I want this, I need it. Um, other people tried it and everyone kept trying and no one ever executed on correctly. Um, and then after the second time I tried it, I ended up firing on my program and just kind of giving up on it. And then, um, ended up meeting a guy whose name is Todd Dickerson and he came and started building funnels for me for a while, but he's,

um one of the smartest guys ever and he was like we should build software that makes this easy and i was like dude i've tried it everyone's tried it it's not possible it's not going to be a thing and um todd's like literally the smartest person i've met my whole life so he went home and he actually flew he lives in atlanta george he flew to boise one week and we spent a time on a whiteboard mapping out like what he's like what would be your dream if we could do anything so i like mapped out i want to do this and this and we figured out the whole thing and he went home and so he's gonna work on it and you know again i was like

I don't think it's going to be possible. And then four or five months later, he came back. He's like, okay, this is the beta version of ClickFunnels. I want you to, or this, we actually, we bought the domain name that week. So this is the beta version of ClickFunnels. What do you think? And I started looking at it. I was like, oh my gosh, like, did you did it? Like, this is, this is a real thing. This has potential. And then, um, we had another partner at the time named Dylan Jones, who he had built this really amazing website editor. And, um,

And we had Todd's back end, it was ClickFunnels, his web, and I was like, so we mentioned Dylan and we ended up giving him equity in the company. He gave us his website editor, which is like the greatest website editor ever. Then they spent the next two or three months plugging those two things together and then it became ClickFunnels and we launched it and

it's been almost 10 years it's been nine nine years since we launched it and it's been it's been crazy it's been it's been the ride of a lifetime so is the is the game now for you because like you've taken this insane journey where you you you're the author of tons and tons of books dot com secrets was one of the biggest marketing direct response books ever you know you've done the being an author you've done building this massive game-changing innovative software company

We were talking yesterday and you're telling me about your legacy in the library and everything that you're trying to do. Like when you look back on this insane journey, was it just a series of moments where you're like, I have this problem and I know these two guys, this guy does some technical stuff and this guy has a website editor and I'm Samson together. Like, how are you like when you look back, like what are those pivotal moments along the way? Was it just a bunch of relationships? Yeah, it's, um,

It's weird because I've been in this game now 20-something years. So it's like 20 years ago, for some reason, I got excited about marketing, which is – it's always weird. Like why do we get desires? Like why did you care about investing and how – like who knows? But somehow we get these desires in our mind and then we start pursuing these things not knowing where they're going to lead to. So for me, it was just like initially I wanted to make money and then I got excited by the marketing behind it and then the whole funnel thing started happening. I would just geek out for weeks at a time, like learning those things and it was just crazy. But eventually like –

As you're acquiring the knowledge, information, that gets to the point where it's like you have the ability now to help other people, right? Same thing I'm sure to you. You probably sold, who knows how many houses, flipping houses. Like you did a bunch of houses and eventually you get so good at it, you're like, this has been really good for me, but there's, now I can actually use what I've learned to help other people. And it's this transition that most people,

people, not most people, but people need to go through it. Where the first phase is like growth, like personal growth and development, right? Until you become something or you learn something or like you figure something out and then transition is shifting from growth to contribution. And that's when you become an entrepreneur. And it's not just about you growing, making money, learning, whatever it is. It's that transition to like, boom, now I'm contributing to other people, you know? And I looked at everyone in the mastermind this week, like Jim Quick, right? Like he was memory guy and learning and speed learning. And in

And for a long time, it was him doing it for himself. He was personally growing. And then somewhere he made that transition from growth to like contribution. How do I help other people with this now? And that's when he becomes an entrepreneur. And so for me, like it's been fun in our journey is with ClickFunnels is like that's where we're finding people. We're finding people who have typically they've gone through this growth phase of their life and they're loving it. And then it's like you can make money. You can help other people make money and like serve other people with the thing that you've learned. In fact, I spoke at an event two days ago before I got here.

And the question someone asked was like, I can't figure out who my dream customer is or who am I supposed to be serving? Or I was like, you don't understand the person you're supposed to be serving is you five years ago. Like, where were you five years ago? What were you struggling with? Like, that's the person you've been called to serve. Like go and help them with the thing that you're a master at now. And all these people are like, Oh, I had this big ahas, but like, that's what it is, right? It's growth to contribution. And so what's

What's been so fun for me over the last decade of doing this now is just like we're finding the people who are in that transition point of like they've been growing and now they're trying to serve other people. And it's like the most fun people to hang out with. So when you're throwing your big events and now it's so massive, everybody's in these like two comic clubs and massive, you know.

They now scale their businesses. Who are some of the more interesting characters that you've had come on your stage or use your software that now you kind of look at them and you're like, wow. That person really is interesting to me. It's interesting because I think what's my favorite thing about the movement that we've created with ClickFunnels is just that prior to this, I used to go to marketing events. And most people in marketing events were people who were doing marketing, right? It was like...

Everyone had the same business for the most part. Last year we had Tyson Durfee who spoke at Funnel Hacking Live. Tyson Durfee is a world champion calf roper. He was on the road traveling, doing calf roping away from his family because he's in these trailers. They're on the road half the year going from rodeo to rodeo. At night he would read expert secrets. Then he's like, I can help other young rodeo people. While he was on the road, he starts filming videos of him showing young athletes how to do calf roping and stuff like that. He built this whole

like online course teaching calf roping while he was calf roping and it led to the point where now he's able to retire from from being on the road all the time because now he's got his whole following of young calf ropers who he so he leveraged like the thing he was doing anyway and like so he spoke last year it was just so cool to see this guy who's like i was a calf rope right i'm not an entrepreneur i'm not a business owner i'm not anything but i realized that like i had unique abilities i could share with other people

Like, that's the fascinating thing to me. We had someone who was at the event two years ago. Her sister-in-law was speaking, and so she had come to support her sister-in-law. She was an actress. She was in...

High School Musical Part 2 or something. I don't even know. She's in one of those movies. And she's sitting here watching her sister speak on stage. And she's attending the whole event. And halfway through, she has the idea of like, I know something. She's like, I'm really good at understanding people's charisma types and how they work and what they're good at and what they're not good at. And as a speaker, she's like, I have this skill set that I didn't even realize that other people would find useful. And so from that, she created this whole movement and this whole business teaching people like us. Because the way you speak is way different than how I speak. And a lot of people will see you or see me like, oh, I have to learn how to –

It'd be have charisma like Russell does or like Cody or whoever, you know, like they try to be like us as opposed to like understanding there's different types and like, and identifying like what's your type and like an owning, like who you are. And then she's built a whole business on the backside of that. And it's just, anyway, there's a million, like literally probably close to a million different stories I could tell, but it's just people from all walks of life who come in with like some weird thing that they're good at and then learning like how they can turn that into something they can change the world with. When you, when you were going through the scaling of ClickFunnels, um,

how bumpy was that ride? You know, because I know just from my personal experience, like people look at it and they go, Russell was on this rocket ship and he just murdered it. And they don't realize like the amount of like,

employees that left and stole part of your team or times you got sued or times you were right there on the edge. Like I, there was one point Russell where, um, I had scaled a little too fast and I had a, a little over a $550,000 Amex bill due in one day and payroll was hitting that next day. And I had like maybe 250 grand in cash sitting in a bank account. And I had like maybe $750,000 worth of bills due in 24 hours.

And I'm thinking and I'm literally in my 9000 square foot house on the water in this premium gated community in my theater room, in my boxers at 3 a.m. crying, just going, how did I get myself here? Like this business, I'm going to have to go. And I at the time I had about maybe like 80 team members at this this company. And I remember just thinking, oh, my God, I can't let these people go. I'm responsible for these people. Like, how do I break this news?

Do you ever have any moments like that where your back's just against the wall and you're like...

All right, here we go. I want to know how you solved it because you stuck to me that story. What was the end of it? Yeah. Yeah. That's that. We're going to take that story and put it at the beginning of this podcast and leave that open loop for you guys. And then, uh, you know, you just, I get create, you know what I did? I did exactly what you teach people to do. I sat there and I threw my little pity party and then I manned up and I'm like, you know what? I know how to sell. I know how to market. People.

I saw people's problems in the real estate investing space. I'm going to launch a product that goes with a live event, and I'm going to sell my way out of this thing real aggressively. You cut deals. I start talking to people and saying, listen, and I just had to be authentic with my team and say, this is the situation we're in. I called Amex, and I said, I'm going to not make my payment. What are my options? And I ended up paying off the Amex, but I learned what their grace period was because with Amex, you pay –

Yeah. That, you know, or they shut your card off and all that. But I was running my ads through the card. Like everything would have started melting down. And so within 24 hours, I had a new offer up and out the door. We sold hard. We brought in a couple hundred thousand dollars because of that. And I tell everybody, like when I'm training my real estate people, I always ask them whether it's real estate or I'm teaching people how to scale a business or build a personal brand or even in my supplement companies. I'm like, dude, our real business is email marketing.

Like I love email marketing. That's like really once you have an email list and you have a customer base and they love you and you have a relationship with them, you can sell them stuff if they believe in you and it's a good product. And so I just sold my way out of it. It took a while. I did lose a couple good people and I had to trim the fat. It forced me to make a lot of difficult decisions that I was scared to do because I didn't want to hurt people's feelings or whatever. Yeah.

But you're here to stand and tell the story. I did. And those moments happen a lot more than people think when you're an entrepreneur and you're gunning and you're playing the game. So what are some of yours that kind of like maybe have you been sued? And they've been like the injustice in this is so insane. When was the last time I got sued? Yeah. Yeah.

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What's up, everybody? Really quick, I want to jump in because I am excited for our next sponsor of the show. The next sponsor is Mint Mobile. I found out about Mint originally when Ryan Reynolds bought the company. And Ryan's not only one of the greatest actors of all time, he's one of the best marketers I've ever seen. If you've watched Mint Mobile, you know he's one of the best marketers I've ever seen.

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It's great. At this point, we have full-time legal counsel because we're getting lawsuits all the time, not just from us, but from 100,000 active members. We got Taylor Swift sued us a couple months ago because one of our members set up a page and had all our Taylor Swift songs and music, and so I get the legal. I get the lawsuit. So yeah, lawsuits now, we just laugh. We're like, oh, they're always coming. But there are a lot of hard things. I think the one that was the hardest for me, that was the biggest growth for me, was about a year into ClickFunnels. And I remember when Todd first built it, he's like,

The way I built it, it's like it'll be stable up to about 10,000 members and we have to like rethink the technology after we pass 10,000 members. I think initially, like we got 10,000 members. Can you imagine how cool that would be? Like, we'll like, we'll deal with that in the future. Like we'll never, like, who knows? And within a year we were 10,000 members and it was just like,

And all of a sudden like they started glitching and like it would go down for an hour and be back up and be out for 15 minutes. And it was just like this weird like thing. And I know what to do. And I was like, I don't, I have no technical ability. So I'm like, what's happening. And Todd's always positive. Like, Oh, we're doing this. We're trying this. We're updating servers. And it's like, it's always trying to happen, but it just kept getting happening more and more often. And with that, there's,

People in the community get upset. You're down for 30 minutes and they're running ads to pages. I mean, understandably, they're pissed at me and angry. And so we're trying to figure these things out. And about the time I'm supposed to go speak at an event in the UK and the promoter invited my family with me. So like we jump on a plane and my whole family's on plane. We take off and we're, you know, however many hours takes the UK, eight, 10, 12 hours, whatever it is in the air.

And then we land and we get there and we have to go get SIM cards. We can reconnect our phone. You know, we're driving the hotel. I get a SIM card in my thing. I click it. And as soon as it does, my phone starts exploding. Like messages, text messages everywhere. And from people like death threats, people want to kill me. Like all, and I have no, it's happening. And I'm just seeing this stuff coming through and I'm looking, trying to find Todd's message. And he's got a whole bunch of messages to me. So I'm listening and,

And so I finally call him on the phone. He's like, dude, what's happening? He's like, we've been down for three or four hours. He's like – and I remember – all I remember is this phrase he said. He's like, if we're able to get back up, then da-da-da. And I just heard the word if. And I was like, oh, crap. I don't even know what that means or what –

And I'm supposed to be speaking the next day to all these people talking about ClickFunnels is the greatest thing in the world, right? So I'm sitting there and we get to the hotel room and my kids and everything bounced off the walls because we just got to the UK and London or whatever. And I had put them in a separate room. I go into the room. I got to figure this out. So we're trying to figure things out. And they didn't know. I didn't know. No one knew. They're trying all these things. We have no idea if or when we'd be back up again. And it was like that moment where I was like, what do I do? I just wanted to disappear or hide or I don't know.

And so it's one of those weird things where I was like,

I was like, this is like my first chance to like be a leader. I don't even know what that feels like. What do I do? Or what's right or wrong? Or, um, so when our Facebook group at the time, probably 10,000 members, which are all of our active members, I went live and I was like, Hey, everyone, we're down. I can't even email you to tell you we're down. Cause all of our emails are on click. Like we, I can't even tell you, but like we're down and it's not okay. And I pissed at myself and pissed our team. Like this isn't okay. This is unacceptable. Like, and I just owned it. And I told them and I was like, my stuff's down. Your stuff's down. Like all you guys are spending money. I don't have an answer for you, but this is what we're doing. And we're trying and I'm going to,

like, you know, do it. We're doing our best and I'll get back to you. And so I went live and it's crazy because I was expecting everybody to be sending in the Facebook group to be messaging what I was getting on my text message because they weren't, they weren't nice. Um, and, uh, it was the opposite. Everyone came back like, thank you for being transparent. Thank you for telling us the truth. Thank you. Thank you. And like,

It ended up taking us eight hours to get everything back online. And there's a longer story behind that, but it was actually, it forced us to switch. In that eight hours, I switched to a different database structure, which we're still running on today, which gave us the ability to grow and be stable for forever. But anyway, I remember the next day, it was like damage control. Like, okay, how bad? Did we lose half our members? Is everyone leaving us? And the percentage of cancellations over that little window of time didn't shift at all.

It was just, it was like, because I was, I was vulnerable and like, and like owned it and like didn't try to talk out of my way out. I'm like, no, we were stupid. Like this is not okay. Um, so even though you didn't know what being a leader looked like and you were, but you knew that you had to be one. Yeah.

You naturally went and owned it and you realize that's being a leader. You did exactly what anybody should have done in that situation is point the finger at themselves and say, hey, we own this. It's messed up and we're going to work around the clock to fix it. That's a great story. I love hearing when entrepreneurs have to be

kind of, you know, have that bounce back spirit and have their back against the wall, that underdog energy, because there always is a lesson and a blessing in every one of those moments. I call them, you know, they're, they're pivotal moments where you can recalibrate. And now you just said you're running on a better architectural system and you were able to scale. How many members do you have right now? Uh,

Over 100,000. How much is ClickFunnels worth? Like how does that work? Like does somebody roll in some big private equity company and they're like, all right, Russell, we want to buy your company. And you're just like make up a number or is there a formula? It's funny because people are always like, oh, well, SaaS companies trade it and they always have a number. But then we look to try and sell three or four years ago and it's not as cut and dry of like, oh, this is your revenue. Therefore, this. I wish it was that easy. I don't know exactly what it would be worth. You got it. You got a number though.

You got a number. I think – Somebody rolled in and gave you a couple hundred million bucks? We had an offer two years ago for close to half a billion and we turned it down. I think we're worth more than that. So I think – I don't think we're worth a billion dollars yet, but that's where I'm trying to get it to before I'd be willing to do something. So they said one billion. I'd probably drop Mike and walk out at that point. Who knows? It should be hard to say no. Hard to say no.

Well, I hope you get it. I think you will get it. I really do. We have a really cool strategic next step that we're working towards that will be rolling out in the next three or four months, I think. Are you going to integrate some AI or some other kind of – We have a lot of AI stuff tied into it, yeah. There's a lot already in it right now, and we have some really cool things. I mean, the future – someone asked me this the other day, like, what's the future of like – next year or two, where's websites and funnels? Like, what's happening? And I was like –

The reality is right now, like you create a, I mean, you know this, we create a static website the best we can, knowing all the sales and psychology and persuade all the things we know. We make the best possible version. We send traffic to it, try to sell them something. And if we're good, you know, three, five, 8%, maybe we'll buy the thing. But 95% don't because the message doesn't connect with them. I think the future AI is every single person's webpage would be built on the fly based on who they are.

So when you show up to it, you'll see a different thing than I do. Like when I show up, it's going to be like, I write this headline for a 43 year old man in Boise, Idaho, who's worth X amount of dollars and has five kids and

and is a um you know and uh whatever my personality profile is and it'll write the headline and the copy in the page based on who i am and then when you show up it'll be clearly different it'll be writing everything in the fly i think that's where things are going it's like it's like right now we're kind of like got like a shotgun approach and that's like sniper rifle oh yeah right talk right to the person imagine we get conversions up to 30 on the front end like

It changed everything for me or you. Oh, and it's weird as a marketer. We're always fighting for those incremental. Like, can I get a percent here? Can I split test and get a half a percent here? Because those little percent over time, they add up. That's like an exponential leap in ability to get an increase. That's really cool. It's really fun. Well, well,

Maybe I'll finally start getting some of my ClickFunnel awards, Russell. Apply for the award. You need them. Come on stage. Come get them. I'm going to sell a bajillion dollars. I'm going to help you hit that billion-dollar evaluation. Okay. So, dude, yesterday we were talking. You surprised me because I'm just getting to know you. We have a lot of mutual friends, and I know you and Dean have been super close forever, and you and Tony, and we're here in Palm Beach at a mastermind with you guys, a

When you're hanging around these caliber of people, when I see you or think of you now, you're so much bigger than a marketing guy to me. I think of you more like you have all this insane experience. And when I hear you talk, you're very inspirational to a lot of entrepreneurs. Is that the future of Russell Brunson? You're hanging out with these guys. Are you...

Do you have a book that's going to come out instead of like dot com secrets? It's like, it's like, you know, unlock your most powerful self by Russell Brunson secrets. Actually. Well, yes, actually. So I knew it. I knew it. I have more of my personal book. So, um,

You can't hang out with Dean and Tony and this level of people and not elevate. Well, it's interesting. And you know this in your business too. Like we have a mechanism to teach people. I teach marketing and funnels. That's the thing. But the reality is when people come to me, like the thing that keeps them from success is rarely the funnel or the thing, right? It's always the conversation in their head, right? And so like I think all of us, like we – like you're a real estate guy. Everyone's got their thing. But inside of that, like the work I'm doing with people is rarely –

It's really fun. You know, I'm sharing, here's a strategy. And then I got to work on them. Like that, get people to believe that they're worthy. Good. And to believe that they can actually do it. Believe that the market will pay them with their word. Like, Oh, like that's what's 90% of it's the head stuff. And so, um, and I've always fought that. Cause I was like, Tony's the best in the world. There's all these people that do that. I didn't really want it to do that. Um,

But it's interesting. I talked about earlier, like you look at the journey of an entrepreneur, right? It's growth first, personal development. They learn something and they realize they can switch to contribution and help more people. So right now my world is based on people who are making that shift to contribution. I was like, I want to get into the conversation of their mind way earlier. If I can get somebody when they're on the journey to like growth, right?

And I can help them through that journey and show them how like earlier in their life like, hey, you're a great wrestler. You're learning things. You can actually help other people and you can make money by doing it. If I can like meet them earlier in that journey and help them find that out faster, they can help more people, right? So the book I'm writing – so I'm launching a new company called Secrets of Success. So there's the company and the brand. I wasn't going to call the book that but I don't think the book is going to be called that. But the book I'm writing right now –

I'm probably co-authoring it with Ben Hart. Do you know Benjamin Hardy? No. He's written half a dozen amazing – like some of the best books in the world. He's awesome. Ben Hardy. Ben Hardy, yeah. Okay. I'm looking for him. His books are – his new book is called TEDx is Easier Than 2X and it's insane. Who, not how. He's written a whole bunch of really good books. But the thing – the principle working on this book is –

You know the hero's two journeys, right? The hero journey, which is like the storyline that every movie, every book, every work of – every storytelling book from the beginning of time until now is all based on this same framework, right? The first step in the hero's journey is called the call to adventure where the hero is living their ordinary world. They have this call to adventure to go accomplish something. So the working title of the book right now is The Call to Adventure. So for anyone, it could be an athlete, a runner.

you know, a business person, whatever you have, it's called adventure where you're leaving your ordinary world and you're going on this journey. And like, how do you have success in that journey? And if you look at the hero's journey, there's all these different steps that every hero goes through. But the last step that the hero goes through is called a return with the elixir where the hero comes back with the answer. They want this journey to come back with the answer.

So I want to meet people in this journey where they're going on this journey and here's the steps to be successful. But the end of it, like you're returning with the elixir, like you're bringing back, like here's the thing I learned on the journey. When I was wrestling, I was a wrestler in high school and I was a state champ. I took second place in the nation. And I remember after my senior year, my coach invited me to come to a wrestling camp. So I'd always been like on this journey to become a good wrestler. And then he had me come to this wrestling camp.

and he wanted me to teach other wrestlers. And so it was the first time I was like, all these skills I had, and I got paid. First time I ever got made money as a wrestler. I got paid to be a coach, and I came back, and I was teaching these other kids. It was so exciting and fulfilling to show them and teach them that stuff. And I was like, I feel like I found this secret. I'm bringing it to these kids, and I'm showing it to them. They're becoming better wrestlers. And that feeling, that's the entrepreneurial feeling, right? The eye craving. I want other people to have that. Because so many people have achieved stuff throughout time, and most of them never contributed back.

It's like it's their journey is not understanding that the end of the hero's journey is always about like returning with the elixir and bringing it to the next person. And so that's like the book is going to be – it will become something that eventually long term is going to bring people still into ClickFunnels in our world and business and marketing. But it's reaching them earlier in their journey and helping them to have success faster and then hopefully helping to see like the end goal of success is little about us and more about the people we can serve with what we learn. Yeah, you're going to smash it with that book. There's so many people can resonate with that.

And I think with your marketing abilities – I had Joel Marion on the podcast and he wrote his first book and he failed because he didn't know how to market. Yeah. And then he taught himself how to market. You are the greatest marketer out there and you know everybody is going to get behind that. So I think that's really cool.

Is that the legacy now? Like you're kind of like shifting away from like, cause like for me, like when I talk about real estate, there's a, there's times I'm like, how many more times can I talk about wholesaling real estate? Like it's pretty simple guys. Like Google it at this point. Um, is that how you feel about marketing tactics sometimes? Cause I love real estate. Don't get me wrong. Like, and when I, when I get on a roll, like I'm there, I'm there, but there are times. I very sorry. Again, I love marketing and I've written three books on it. And for me, it's like,

The answer is – I wrote them all in the books. Every time someone is like, what should I do? I'm like, it literally is in the book. Everything is in the book. Just go back to the book. So I'm very much similar. I'm just not – I feel like I've said the new things I want to say in marketing. It's been done and it's there and it's not going to go away. I'm trying to sell – I've sold a million copies of my three books combined. I'm trying to get to the point where each one sells a million. It's like I still – that message, I don't want to stop. I want to keep pushing that out there. But you're right. I talk about squeeze pages or funnels again. Can you tell me about headlines again? Yeah. You're like –

Google it, yeah. And so for me, it's actually funny because at dinner the first day we met and you asked like, what are you working on right now? And I was like, oh, old books. I bought 15,000 old books in the last two years. You're like, I did not think that was going to be here. Did not expect that one to come out, which is cool because as you were telling me though that like I wanted to be a ninth grade history teacher. Oh, really? That's what I wanted to do. If you would have asked me as a little kid, I would have said one of two things. I would have said a marine biologist or a history professor or teacher for ninth grade.

But anyway, so I love old things. I love like that understanding. Like I was in the lobby here at the, we're at the, we're at Breaker's Hotel. And I'm reading all the things about how this hotel became, because it's pretty famous here in Palm Beach.

And a fascinating story, by the way, of how this thing came to be. So when you were talking about old books, I'm like, tell me more. Like, how does that work? And so you're building literally one of the coolest projects I ever heard of for entrepreneurs and like history buffs, especially if they're into books. You're building a library and you did something really cool to actually build.

get the funding to build the library. You use your marketing skills and your resources in the marketing world to raise money, right? Like to build this epic library. Can you talk about that? Yeah, it was, um, and I'm not a builder, so I don't buy properties or how anyway, so this is new. The whole thing's new to me. So, um, we, uh, I, uh, bought the land, got the architecture done and then went to a bank. I was like, Hey, I need $20 million to build this big building with statues and books and event center in Boise, Idaho. And, um,

And the banks are like, what? No, you're an idiot. Like there's nothing in Boise worth $20 million. I'm like, no, this is gonna be amazing. And anyway, they thought I was dumb. And so I don't, you know who I am. I'm Russell Brunson. Yeah. I'm like, I have a vision. It's gonna be amazing. They're like, so is this library people get to come to? I'm like, well, not really. It's more just like a museum for me. And some of my friends, like,

And then like, anyway, the bank's going to figure it out. So they told me, no, every bank's like, no, no, no, no. Um, you're, you're dumb. And so I was like, well, crap, I got to figure out a way to make, to pay for this. Right. And so my mentor is Dan Kennedy. And he always says, when you have a, when you have something you want to buy, he's like, he's like, send the, send the bill to the herd. Um, so just like you and you were like sitting there 9,000 square foot house and you're freaking out, like you wrote an offer, send to the herd. So I was like, Hey, we need to make an offer. And so I was looking at our event center. There's a hundred seats in it. I was like, if I sold those seats, um, like,

like rights to those seats similar they do when um people uh like when football stadiums are built right they sell seat licenses yeah and so we did an offer at our inner circle or my mastermind mexico and i sold seat licenses where they could pay a million dollars you get two seats in the event for the first two or three rows and then the back there's uh two hundred thousand dollar seats they can get as well and we sold it and raised 14 million dollars for my mexico mastermind and i got a dozen more seats we're still trying to finish selling out but that'll fund a

The entire building of the library slash museum and then give me some more money to buy some more old books. And you've done some cool marketing around that, right? I saw some with a DeLorean and you did one in front of the library or books or something. Yeah, we had a green – we went downtown and rented the –

Burbank and what's like one of those green screen studios they film movies and stuff in and so we film me in the whole thing and then they they took the architectural library built a 3d rendering or something and then I was like actually walking through it and like showing people what it was so people could see exactly and it's all just so now I can visualize what I'm investing in and this is where this is gonna be this yeah yeah it's really fun it's been fun for me because like you did it twice I think that the lesson I want to pull out though is you did the first one mm-hmm

And you raised some money. And then are you doing a second one or did you already do the second version with the DeLorean? We filmed the second version and then we rolled that out to our – to my internal audience – or to the rest of my audience. Yeah. Yeah. That went out a little while ago. Because sometimes as marketers, you come up with a hook. It does a certain amount. Yeah. Yeah.

And then you've got to kind of reset and rethink, like, okay, how do I get to the rest of the audience? Because not everybody resonates with every message. And so you just did what you teach. Different hooks, different angles, and keep trying. And you tried again, and you got some more. And so how much left did you say? A couple million dollars? Yeah, there's a couple more of the million-dollar seats left, and I think one or two left of the $200,000 seats. If you've got a hot extra million just laying around, and you want to be able to go hang out at this really dope spot. That's amazing. If one of my listeners...

buys one of these off of this. I want free ClickFunnels for life, bro. Done. I want a free account. This podcast brought to you by Ring. With Ring cameras, you can check on your pets to catch them in the act. Izzy, drop that. Or just keep them company. Come soon. Make sure they're okay while you're away. With Ring. Learn more at ring.com slash pets.

Ryan Reynolds here for, I guess, my 100th Mint commercial. No, no, no, no, no, no, no, no, no. I mean, honestly, when I started this, I thought I'd only have to do like four of these. I mean, it's unlimited premium wireless for $15 a month. How are there still people paying two or three times that much? I'm sorry.

I'm sorry, I shouldn't be victim blaming here. Give it a try at midmobile.com slash save whenever you're ready. $45 upfront payment equivalent to $15 per month. New customers on first three month plan only. Taxes and fees extra. Speeds lower above 40 gigabytes. See details. Tell me about the books though. Why are you nerding out on these books? Because you were talking about, you have a book that is worth or costs $15.

A million dollars? I have two books now that I've spent $1.5 million on two different books. So yeah, the books are amazing. They're expensive though. It's an expensive hobby to get into. One day you were just sitting there and you're like, I love old books. I'm going to go drop some moolah on some books. Well, okay. So let me – I'll tell a little bit more story. But –

So we look like what I am. A lot of people say, oh, Russell, you're an author. You're an entrepreneur. I don't look at myself as an author. Like I look at myself as a curator. Like all three of my books were not like, here's Russell's original ideas. It was Russell's a nerd. He goes out and reads a whole bunch of books, goes a bunch of seminars, tests everything. And then based on that, writes a book. So you look at my books. I'm always like, I always give reference. Like, oh, I learned this from Dan Kennedy and from Jay Abraham and from this person. Like I always give credit because I'm not a, I'm a curator. I curate ideas and I put them into a format that's simple for me to understand where I can doodle it. I can show it to people and they can be like, oh, it makes sense to me. Right.

And so the same thing here is like personal development, there's been some amazing people. So much stuff's been said over the last however long. And so I started going out and buying it. I want to find the original first editions of these books and manuscripts to like from the first people that were thinking about this. And so I got deep in the history of personal development. Like 1850s, the very first person to write a book on personal development was a guy named Samuel Smiles in the UK. He wrote a book called Self-Help. And

And then that was like the first time. And it launched this movement. It's called the new thought movement where people started thinking like, well, you can think and change your life. I know that wasn't a thing pre 1850s, 1850s. You just did what you're supposed to do. And the last person did. He just worked hard. Yeah. So Sam smiles, writes his book and start trying a whole bunch of books. And then people in London, UK, that area start like learning about personal development the first time ever.

And then one of those books somehow got to America and this guy named Orson Sweet-Martin, who's a little kid in his parents' attic and he finds this book, Self-Help. He reads it and is like, oh my gosh, I can think and change my life. And so he starts writing a bunch of books.

And he is a guy who started Success Magazine. Launched the Success Magazine, it becomes this huge thing. Now people all across the country learn they can like think and change their life and they can actually be successful. You're not just based on, you know, where you were born, but you could actually change your life and your circumstances. And from there, a whole bunch of amazing authors sprung up and they were doing seminars all around the world. And from there, like Napoleon Hill was like one of the people, like if you read Napoleon Hill's source material, almost all of it's coming from Orson Sweetmore. That's who he learned these things from. And like,

He wrote Think and Grow Rich, which was the first personal book that went viral and sold 40, 50 million copies. So for me, I was learning the history and the people and how they all fit into it. From there, where did Jim Rohn come from? From there, it was Tony Robbins. So I had this whole family tree of personal development all mapped out. And then every person, what books did they write? What manuscripts? What did they do? And so that was the beginning of this, me trying to figure out that part of it, which was just kind of like me treasure hunting. But then as I go, I'd find –

find things these people wrote, right? And so I found like a whole bunch of like old Napoleon Hill books and manuscripts. He never even published. So I found some of those that I bought. Oh, that's dope. And then I found the book, The Laws of Success was Napoleon Hill's first book set he wrote.

in 1928, but three years before he wrote that, he printed some just by himself at a printer, and then he sent them to the President of the United States, Andrew Carnegie, the Queen of England. He sent them to a bunch of people. Like we would do with the writer book, you send your friends ahead of time. So he sent these out there, and he signed one of them, and there's only two known copies in the world. One of them I saw two days ago at this other guy's library, and then there's only one that's signed, and I saw that one on eBay for $1.5 million, and I was like,

it's three years before the first edition, like a pre-printing signed one of one, like the only one in the world. And I was like, ah, it's like, that was the first big,

purchase i got so you pulled the trigger i did it and what was crazy as i pulled the trigger the guy who bought it um i got to know him he'd been collecting napoleon hill stuff for 20 years so i actually flew out to meet him and i saw his little stuff and i bought his entire collection at once no way we rented a private plane we loaded the whole private plane up so i flew that all back so then i had like all these insane things like magazines that napoleon published two magazines and

Back in the day, they're like, you can't find them anywhere. Yeah, I was going to say, I've never even heard of this stuff. They're amazing. The first one's called Hill's Golden Rule, and he wrote it, and he had his typewriter, and he was writing this thing, and he...

He knew that someday he wanted to have a bunch of people writing it, but he couldn't pay other authors. So he wrote every single thing by other pen names. Like eight different pen names of authors, but they were all Napoleon Hill. You're uncovering. You're like peeling back the layers to this onion. You're realizing, oh, I can actually go down this rabbit hole and treasure hunt like you said. So many cool things in books. And one thing leads to the next and the next. And I met the guys who run the Napoleon Hill Foundation and become friends with them. So they sent me Napoleon Hill's actual typewriter. So I have his typewriter. Oh, that's sick.

And then they sent me like – Because that was one of the first big books like that you kind of hear about is like Think and Grow Rich and somebody hands it to you and you read it and it's like at first it's kind of dense and you're like, all right, I kind of understand some of this stuff. But when you really go down the rabbit hole and you understand just who he was hanging around and how he pulled together his information and it was a game changer.

So that's when people are like, you bought 15,000 books? Like, yeah, that's the rabbit hole I've been down and having the time of my life. Like, I find out who an author and I go to eBay and I buy all their stuff and I've got some collectors I met. I'm like, what do you got? And they're like, oh, and they find things and they're sending them to me. And then like my role in this is to go through and to research and to read them. And I've got teams now of like readers and researchers who are going through stuff for me and like pulling out ideas. Step one.

become super successful so you can nerd out on whatever weird thing you're into. Some people are into cars. Some people are into private jets. Russell is in old books. If you want to speak his love language, just find some really hard to get old books. And there's some truth in what I'm saying here right now, by the way, so many people DM you, DM me, will you mentor me? Can I get access to you? Can I hang out with you? And it's like, no dude, like I don't have any time for strangers that are just like asking, asking,

But if I rolled up and I said, Russell, I've been listening. I've been paying attention. I know you're really into this. I got you this. You know, I can't afford much, but I got you this thing. It's really hard to find this manuscript, and I think you'll appreciate it.

That's like your love language. All of a sudden – and if they started supporting you consistently in all the things you did, eventually you pay attention. Even if they couldn't afford it. Even if they're like, I found access. There's a guy that – I bought something from him on eBay. His name is Milton. And I actually had just wired him $30,000 this morning because he can't buy stuff, but he finds these things. He's a hunter. He's like, I found three success magazines from 1897. I found this. I found this. He's like, do you want them? I'm like, yeah.

Yeah. I have no idea how much he's buying them for, but he's like this middleman, and I don't know if he has access to these people. He goes to yard sales all over the place. I love the guy. He texts me 2,500 times a day, and I respond to every single one of them. This is great. When people say –

Will you pay attention? I say, go find me a good deal. Yeah. You want it. You want me to pivot and focus. Go find me a good deal. These bird dogs, these deal finders. And we teach it right. It's like you don't have money. You don't have resources and real estate. You never have a money problem. You have a creativity problem. And it's like, dude, just get more creative.

Figure out a way to find out where those deals are and go find them. You don't need the money to do it. I got the money. Bring the deals to me. Now we got to get like 10 more Miltons. Yeah, I know. Right? Because now you're going to – Well, I have a list of all the stuff I'm looking for and I'm scouring the world for. What's the thing that you're like, if I ever would get my hands on that? I don't care how much it costs. Done deal. I'm doing it. Oh, man. So.

So there's one of my favorite female authors, only two really prolific female authors from this time period, early 1800s,

Uh, one's named Elsie Lincoln Benedict, and she had a school called the school of opportunity and she would actually go on the road. She spoke to over 3 million people during her lifetime going these little, uh, little workshops around the country, teaching success and personal moment. And she has a book set called brainology, the little mini books. There's like 14 of them. And I have the complete session set that I found one. She has another book set called, um, how to get anything you want in life is little blue books. And there's a 14 book set and I have like

I have 11 of the 14 books. There's three that I cannot find anywhere. I'm finding her family members. I'm finding – everyone out there is searching. 23andMe reports. Like, all right, we're going to go all the way down the genealogy. If I could find those three booklets that I'm missing, then I have a complete set. Like that's the one of all things I would give anything for that right now. You just need to post that on social and just be like, look, these are the three. Go. Headhunter. Find these things for me.

That's actually interesting. Yeah, you can get – I will put you front row at the next Funnel Hacking. Front row will even announce you from the stage. Like just make a little spectacle out of it, and I guarantee those three books are going to magically show up. Because I don't know what the – I don't know. Is the magic in you hunting them down?

Is that part of the fun? It is, but if I find it through somebody else, that's part of the story too. Like the Brainology book set was one that's super rare. I found one book on eBay and it was part of a set. And so I started searching for that one. And again, this is – people always ask me, like, who finds these for you? I'm like, mostly it's me. Like –

Like, I'm the only one that cares enough, right? I remember I was searching. Like, there's only one reference of it in all of Google. There's only one reference to the book. And then on Etsy, somebody like 10 years ago sold an incomplete book set. So I found the Etsy person. I found the person who had sold it. I was like, I will pay you to tell me who you sold it to. And the guy's like, I can't. It's against terms. Whatever. I'm like, I don't care. I'll pay you 10 grand to tell me who you sold the thing to. The guy wouldn't do it. And I went into Facebook, Instagram, everywhere. Anyway, on Instagram, I'm like,

No, eight years ago, some bookstore in the UK posted a picture of the full book set. I found it in Google Images, like 500 scrolls deep. I was like, that's it. And so I contacted the bookstore. I was like, do you have this book set? And they were back there. Yeah, we do. We still have it. Do you want to buy it? I'm like, holy crap, yes. And it was funny.

After I had that initial conversation, I was driving my son to school that day. I was telling him about the treasure hunt and how I found it and stuff. He's like, Dad, how much are you going to pay for it? I was like, I'm going to offer him five grand, but I'd be willing to pay more. He's like, how much would you pay? I was like, okay. Me and him are going back. He's a 12-year-old. I was like, how much do you think you should pay? He's like, I think you pay 10 grand. I was like, I think I'd be willing to pay 50 grand for that book set. He's like, you pay 50 grand? I'm like, I'd pay 50 grand for it. Anyway, I got home from dropping him off. The lady emailed me. It was in British pounds. She's like,

she's like, I'll sell you the book set for 500 pounds. I was like,

I was like, yes, overnight it to me. Here's the money before she changed her mind. What is 500 pounds? Like 420 bucks or something like that. Hey, score on the book set. Oh yeah. I was like, I would have paid 50,000 for that. And anyway, so. You know, there is something about that perception of value. Oh yeah. You know, in real estate, there's a big perception of value. You know, it's like what I'm going to do with the property might be totally different than what you'll do with the property. I see a vision. I see what I'm going to do with it. You see what you're going to do with it.

And like when you're building out this library, because the library is going to be dope. It is half event center, half library. I heard there's going to be like some James Bond spiral staircase, you know, that goes to the rarest of the rarest books that only very lucky people ever get to go down there and see where the million dollar books are.

And are you going to build it all dope with like lights and like – Yeah, it's amazing. We have – Are we going to have lasers? We need to have it. Like anti-theft laser system. Even if they don't work, we should have those in there just so that people are like – that you break in like – Those are the dope books right there. Those are the things. Yeah. And then you just need to have like the first ever – what's your most famous book? Dot Com Secrets? Yeah. Yeah. First ever. First managed to do that. Printed out. Right.

right there and you need to sign it at some point you never know 50 years 100 years down the road that book might be a million dollar book because like 500 years ago some kid on ebay who finds my book and is like this guy named russell and like geeks out that's the way i am right now yeah yeah it'd be really fun cool dude i mean it's funny when you find things that really light you up just how happy and enjoyable something can be can make you yeah like like hunting down old books uh it's

What is yours if you're watching this right now? What's that thing that lights you up that you're just like, oh my God, if I can make money in my business – because people struggle with this a lot. They're like, Cody, I'm not really into real estate.

But I know I can make a lot of money in real estate. What I'm really into is this thing over here. It's like, dude, get in the right money-making vehicle, sacrifice a little bit, work really hard, stay consistent, learn the skills and capabilities, dominate at that, make the money so you can be empowered to go teach guitar to kids for the rest of your life. For sure. So perfect. Thank you. Look, a couple more questions and we got to wind down because you got to go.

When you and Tony and just these super high-level people are sitting around, what are you guys talking about? What are you guys hanging out? Are you guys hanging out, like, talking sports? Are you guys talking about old books? Are you talking about how to take over the world? What scares the shit out of you guys? Like, are you like, oh, my God, like, within three years, the whole world's imploding. We're all moving to Dubai. AI is going to kill everybody. What's the process? What's the escape plan? Yeah.

That's actually really interesting. Well, the...

The coolest time I had with Tony, the first time we did this affiliate contest, the meetup or whatever was in Fiji. So we went to Fiji and it was my second time being to Tony's in Fiji. But this time like he's the one that welcomed us off the bus, gave us hugs and stuff. And then when we got off, he was like, hey, let's go eat. So we went directly to this lunch. It was me and Tony, my wife, and we had lunch together, which was like – You're like looking around. I love Tony. Guys, do you see what's happening here? I love Tony, but I'm still scared to death. I'm just like – it was crazy because like –

He's obviously the alpha in any room, so he's leading the conversation. But it was fascinating because he was talking about just – I could see in his mind. He has his own plane, which is like – I've flown it once. It's insane. It's like an old southwest plane that he turned into. It's amazing. After you fly it once, you're like – It's the big boy plane. Oh, it's amazing. So we flew it once. So he's talking about that, but he's talking about –

He didn't say guilt, but you could tell he felt guilt because he knows how much carbon or whatever or gas it costs to fly this thing. He felt really guilty about it. So then he was telling this deal. He had figured out with the – I'm not going to remember the details, but the Prince of Saudi Arabia to do this thing where he was going to change the way they ship some things, which actually would lower carbon across the world by this huge amount, which was 100 times more than his plane could ever do in his entire lifetime. He figured out how to justify this by solving the problem over here. It was so cool to see that. I was like, oh my gosh, because –

Sometimes we're like, you feel guilty about something or you do this thing, but like, ah, and he's trying to like, he wants the net positive of anything he's doing to be way more positive. And so he's telling these stories about this and that and all these things. And when he got sick, like the type of water he had to drink to like heal himself. And I'm just like taking notes, like I got to buy that water, like whatever it was, you know, like with Tony, it's just him telling you all these insane things that now, like he was trying to like,

After the last meeting we had here, he flew out from here to go to some like peacekeeping thing to try to figure out with all these like national leaders like how to solve peace and problems that we're having in America and across the world through social – like that's stuff he's dealing with. It's like I'm just in there just like – So you're listening. I'm listening and not knowing – knowing that like right now I can't solve those problems but understanding like the way he's solving those problems is really fascinating. Like it wasn't him like I'm going to go whatever. He's like, OK.

for me to solve this thing that I think the world's struggling with, who are the people I need to connect? So Tony's using his connecting abilities. Like, okay, we need this, like gets the five or six people, flies them all together, sits in a room and like solves the problem. And, um, it's just cool seeing the way his brain thinks versus most like me. I'm just like, oh,

That's too big a problem for me. Where he's like, hey, who are the people that can solve this? Let's get him in a room and make it happen. And it forces you to elevate your thought. Yeah, it starts getting you thinking differently. And so anyway, he's fun just to hear because those are the problems he's dealing with. Would you say he's probably like the biggest, most famous person that you're like homies with? Oh, for sure. Yeah. Yeah.

He's so globally known. He's like, he's consulted like the last 10 presidents or something crazy like that. You know what I mean? And the queen of England and princess die. And like, he's just, he's connected to everybody. Like there's nobody. We're here because we supported them in their mastermind.com, uh,

And we were, I got lucky cause you've already done it since the beginning. So, uh, I was able to actually play in the game and do really well in the launch. So as affiliates, you get a reward to when you, when you market well and you sell well, uh,

You get to come to these private events. And so one of the things that I want, or all of us here, all 10 of us, is the ability to ask Tony any question you want. Do you have your question figured out? I do have my question. I struggled with it, though, for a long time. I still struggle with it. Every year, it's like the last moment. It's like, okay, I have to boil it down to one freaking question to ask Tony Robbins? Uh-huh.

And so it took me about a week of really thinking about it. I don't want to say it. I'm not going to say it until I ask him because I want to hear his response. It's interesting too because like if you had one ability to ask one of your favorite people still alive a question, who would that person be and what question would you ask? Yeah.

I remember last year I asked a question too. And I, I asked a question that was this way. And as Tony was answering it, he does this Tony voodoo thing where he like sinks in on you and halfway through, he shifted and start talking about one of my sons that I was struggling with. I don't even know how he knew that or whatever. And went down and spent the next like 20 minutes and he going deep on this thing that, um, well, the first one was, it was a really good question in my head that was probably more surface level. And he shifted it. And by the time I left, I was like, Holy cow. Like it was like life changing. And so, um,

That's the thing with Tony too is just like you ask one thing, you never know what you're actually gonna get 'cause he's just so in tune with those, just all the things, you know? Anyway, you're gonna love it. This is my fourth time doing it. You're gonna love the experience. - You have your question? - Not. - Are you gonna, do you still do that? - Yeah, I can say my nervous Jake, you have a shot like, 'cause people ask me, "Did you text Tony all the time?" I'm like, "No."

First off, I'm scared to death of him. Second off, I'm not going to waste his time unless there's something really, really important. Because someday, there's going to be something that I want to message him for. And I don't want to be like... You know what I mean? I don't want to be that kid that annoyed him all the time and starts ignoring me. I want to make sure that if something bad happens to my family or the world's coming to an end or I got to...

bug out and be in Fiji because I want to use that. I love how raw and authentic you're being because people look at you. They put you up on a pedestal. They see you guys always hanging out and doing events and speaking on the same stages. And even me, I get in some rooms with some people and I'm nervous. I'm just like, all right, I'm just going to play cool here. Play cool, Sperber. But thank you for your time, man. This has been fantastic. If people wanted to support you, get behind things, where would – obviously –

Click funnels.com. But what else? How do they, how do they, um, if you want my new project, by the time this goes live, I think, um, it should be live. A secret. So success.com is my new personal development brand that we're rolling out. And we have a newsletter that'll, that'll be basically every day. You get a, you get a two minute like motivational success thing. And then on the back of that, we're republishing a lot of Napoleon Hill's stuff and books and manuscripts. We have, I just got the rights from the point of foundation. There's a book that he wrote that never got published. I get to publish, um,

and a bunch of other cool things. So we're working on all that right now. So all that stuff will be there eventually. It's my big passion project I'm most excited about right now. But if you go to RussellBrunson.com, there's links to all my companies and brands and everything kind of off the hub there. Thank you so much for your time. Guys, look, it's...

The show just keeps evolving, man. We keep getting cooler and cooler guests and going down different rabbit holes. And I couldn't be more grateful for all of you that subscribe to this show and support us along the way. It's been really great to get to know some of you guys, especially in the comments. The engagement's been really fantastic lately. So thank you for that.

And go support Russell and go find him those three books. He needs to find those three books, whatever they are. You need to be clear on which of the three you're missing so the Clever Investor tribe can go find those for you. Until next time, we're out of here. Take care. Calm your hair. Peace.