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YouTube Transcript: English (auto-generated)
00:00
(seagulls shrieking) (upbeat trumpeting)
00:04
- The Dream 100, so what is the Dream 100?
00:07
It’s something I talk about a lot.
00:08
I try to get entrepreneurs to build out a Dream 100 and to
00:11
focus on that as the core foundation of their business.
00:14
Yet most people don’t ever listen to it,
00:16
let alone actually apply it.
00:18
So, I wanted today tell you guys the story
00:20
about how I used the Dream 100
00:21
to get to meet a whole bunch of amazing
00:23
people that I wanted to get to know.
00:24
Now, most importantly my number one Dream 100,
00:26
who was Tony Robbins, and how I used this strategy to
00:29
first off become his friend, second off to getting to
00:31
promote ClickFunnels, to promote us
00:33
and more recently to actually become a partner with him.
00:36
And so, that’s what I’m talking about today.
00:37
- Your reveal? - Come on in bro!
00:40
- The reason why Tony Robbins has been one of my Dream 100
00:42
I remember 15 years ago when I first heard about him
00:44
and I saw him on “Shallow Hal”
00:45
and I was like, who is this guy?
00:47
- Okay. - Now, close your eyes.
00:48
- So, I went to eBay and I bought every single
00:50
Tony Robbins course I could find and I plugged in,
00:51
and I would listen to Tony talk to me every single day.
00:53
It started to slowly shifting my mindset,
00:55
shifting my body, shifting all the things.
00:57
As I was growing my company I always thought,
00:59
man, it’d be so cool to work with Tony on something.
01:01
I just said, I wanna figure out a way
01:02
to get to know him and get to work with him.
01:04
So, to kinda put it in perspective
01:05
about how hard it is to get through all the gatekeepers,
01:08
since he is a celebrity that’s bigger than life.
01:10
Again, he’s been on movies.
01:11
More recently he’s got his own Netflix documentary.
01:13
He speaks to millions and millions
01:14
of people around the world.
01:16
- Tony Robbins is one of the most
01:17
sought after seminars in the world!
01:18
- I’d always had this thing that I wanted to meet Tony.
01:21
- He’s about six foot nine and he speaks like this!
01:24
- He coaches Presidents of the United States,
01:26
runs 54 different companies,
01:28
five or six billion dollars a year in sales.
01:30
I always think I’m the busiest person in the world
01:31
until I look at Tony, I’m like, me times 54.
01:34
For me the question’s like how am I,
01:35
a 22-year-old kid supposed to figure out
01:38
how to get access to Tony Robbins?
01:39
Literally the biggest person in my industry
01:42
and probably 40 different industries.
01:44
- You think he’s at home now watching this?
01:45
- I don’t know Jay, I don’t know where he–
01:48
- I was right here!
01:49
- So, what I did, that built on the Dream 100,
01:50
of who are the people who may be around Tony that I could
01:54
get access to, people a couple of tiers down below him.
01:55
At that time my Dream 100 list
01:57
included a lot of those people.
01:59
People like Frank Kern and John Reece and Eben Pagan.
02:00
All of them lived in San Diego close to Tony.
02:02
And so I Dream 100 them, got to know them,
02:04
and then one day one of them had
02:07
a chance opportunity to go and meet Tony Robbins.
02:09
When he got in there, he talked to Tony,
02:11
and introduced Tony to all the
02:12
rest of the people at that level.
02:14
I actually didn’t know I was in at first
02:16
until one random day I got a phone call
02:17
from Tony and his team to ask me
02:19
if you wanna come and experience UPW
02:21
and then have a chance to actually
02:22
sit down and meet with Tony in person.
02:24
(upbeat music)
02:27
- How you doin’ out there
02:28
Toronto? (audience cheers)
02:30
- So, I flew up to Toronto to attend
02:32
Unleash the Power Within and I came as attendee.
02:34
- Not consciously but unconsciously through a problem!
02:36
- He invited me to sit in a private
02:38
section right in the front. (upbeat music)
02:41
And every time he’s talking about different topics
02:43
he keeps looking at me and keeps looking at me
02:44
and I’m like, oh my gosh, all leading up to that night
02:47
we had a chance to do the Fire Walk with Tony
02:49
which is what UPW is famous for, you get to walk on fire.
02:52
- The purpose of the Fire Walk is
02:53
just a great metaphor for taking things
02:54
you once thought were difficult or impossible
02:57
and showing you how quickly you can change.
02:58
- And he came to me and said, Russell,
02:59
so glad to have you, and gave me this huge hug.
03:01
And he said, come on, let’s go walk on fire.
03:03
(audience cheering and clapping)
03:07
(suspenseful music)
03:10
I remember going to bed that night I called my wife,
03:12
I was like, oh my gosh, I walked on fire
03:13
and I met Tony, it was crazy!
03:15
And I just I knew that that little piece of him I got
03:18
I was like, I want more of this.
03:19
I want more for myself, for my family.
03:21
And so, that’s kinda where it really began.
03:25
And when Tony was in his hotel room talking to me,
03:27
one of the first things he said,
03:28
he said that I read about your story.
03:29
I know a little bit about you
03:30
and you got started with potato guns, right?
03:31
I was like, how did you know that?
03:32
He’s like, ah, I watched this video of you.
03:34
And I’m like, ah, so embarrassing
03:35
that you know about my potato guns!
03:36
But when I got back from UPW I was thinking,
03:38
what’s something I could send him?
03:39
What’s something I can, a man who can buy anything,
03:41
who has everything, what can I send him that’s unique?
03:43
That’s special?
03:44
And all of a sudden I had this idea.
03:45
I should send him a potato gun.
03:46
The actual potato gun that we made
03:48
in the DVD “How to Make a Potato Gun”.
03:51
And so, I waited for a month and then two months.
03:53
And I didn’t hear anything back
03:55
and then one day I get this email from Tony saying,
03:56
Russell, I just got to my home and there’s
03:58
this big, huge box on the front porch.
04:00
He told me that that night him and Sage
04:01
and everybody went out and they
04:02
shot the potato gun in his backyard.
04:06
I wanted to send him a potato gun,
04:07
because I wanted to figure out a way
04:09
that Tony’s gonna remember my name.
04:10
And I thought, what’s gonna be unique that he
04:12
will always associate with me?
04:13
And I thought the most unique thing
04:14
I could possibly send him would be a potato gun.
04:16
(phone rings) One night I got a random call.
04:19
And I didn’t know who the number was but I answered it.
04:20
And it was Tony Robbins’ assistant.
04:22
They said. - Hey, Tony wants to know
04:24
if you wanna speak in Fiji?
04:26
And Collette’s sitting there and I was like,
04:28
Tony wants me to speak in Fiji?
04:30
And she heard that and she goes,
04:32
tell him yes, tell him yes!
04:33
I was like, when is this? - Next week.
04:35
- You want me to speak in Fiji next week?
04:37
And she starts jumping on the bed like,
04:38
tell him yes, tell him yes, mouthing that to me.
04:40
And I’m like, yes, yes, we’ll come!
04:42
And that was 10 years ago.
04:44
We actually stayed in this exact same
04:46
house that we’re in right now.
04:48
And the kids were playing right here.
04:49
And the first time we got here
04:51
I’m like, what should we do?
04:52
And there’s a projector here so that night we sat down
04:56
and we actually watched “Shallow Hal”.
04:58
- Please stand up and give a big hand
04:59
to Russell Brunson, ladies and gentlemen!
05:02
- First off, I know a lot of you guys have businesses
05:04
that are bigger than mine that have been around longer.
05:07
But at the same time I hope
05:08
that I can bring some value to you guys,
05:09
because I do have a skill set,
05:11
we in our company generate a lot of leads online.
05:13
Tony sat in the back of the room
05:14
taking notes the entire time.
05:16
After the event we were supposed to fly home
05:18
and he asked, he said, hey, I’m creating this new product
05:20
called the New Money Master series.
05:22
Do you wanna be on one of the DVDs?
05:23
I was like, are you kidding me?
05:25
And so. - Let’s get to it!
05:26
Russell, I just wanna really thank you
05:27
for coming all the way to Fiji.
05:29
- Yeah thanks, it’s been amazing so far!
05:30
So, all this amazing (mumbles) and stuff happens
05:32
and there’s all this momentum, there’s progress.
05:34
We’re moving our way in!
05:35
And then, nothing, for years.
05:37
Not just like a year, multiple years.
05:40
Like four or five years (chuckles).
05:41
And I got an email from someone on his team like,
05:43
hey, do you wanna help promote
05:44
Tony’s book when it comes out?
05:46
And I knew that they were gonna do it wrong.
05:48
And I was like, ah!
05:49
And so I messaged Tony, I was like,
05:51
hey, I know you’re about to launch your book.
05:52
We just launched ours, we got a huge success.
05:54
I would love to jump on a call with you
05:56
or someone on your team to kind of explain what we did
05:58
'cause I think it’ll help you sell
05:59
a lot more books if you put it through a funnel.
06:01
And he said, I wanna build a funnel.
06:03
Cool, we have this new software called ClickFunnels.
06:05
We’d love to build the whole thing for you.
06:07
And he was like, okay, how does it work?
06:08
I’m like, oh, I need some of your time.
06:10
And he’s like, coordinate this with my team
06:11
and we’ll figure it out. (phone calling tone)
06:12
we called his team like, we need a day.
06:14
And they’re like. - No.
06:15
- Okay, can we have half a day?
06:17
They’re like. - No, there’s no way.
06:19
- And we’re like, well, we have to get him on video,
06:21
talking about his book. - I can give you an hour.
06:24
- I’m like, an hour? - That’s all.
06:26
That’s stretching it even.
06:28
- Okay so, we flew to Vegas, we got our own hotel room.
06:31
We rented the nicest suite possible
06:32
'cause we needed a good place to go film videos.
06:34
How you doin’? - It’s been a long time!
06:36
- Okay, we got everything set up for an hour.
06:37
We film all the videos we needed for this funnel.
06:39
We gave it to him as a gift and then they used that funnel
06:42
during the book launch. - Thank you!
06:44
- In his newest book "Money Master the Game
06:46
Seven Simple Steps". - And everybody here
06:48
is getting a book! (audience applauding)
06:49
- It was on every single news channel.
06:51
Today show, CNN, everything, all pushing back to this
06:54
one book funnel that we’d helped create for him.
06:56
- You gotta learn from rich people.
06:58
He lived in a car!
06:59
He ain’t always had this book! (Tony laughs)
07:01
- It was successful, he was grateful.
07:03
And after that we didn’t hear from him again.
07:05
Obviously he’s like one of the busiest,
07:06
if not the busiest man on earth.
07:08
- He’s clearing out. (door clicks)
07:09
- About that time is when we had launched
07:10
our FunnelHacking Live event.
07:12
We had our first event and we had no keynote speakers.
07:14
Our second event, right,
07:15
we should get a big keynote speaker.
07:16
We’re like, you know what’d be really cool is Tony Robbins.
07:18
Right?
07:19
We can’t afford Tony, let’s just get somebody else.
07:21
As it moved in to FunnelHacking Live number three
07:23
that’s when we’re like, okay we should try to get Tony.
07:26
And I didn’t know how that worked.
07:27
I don’t know what he’s charged, I had no idea.
07:29
(gasps) But I was like, you know what?
07:31
First off, if I wanna build this relationship with Tony
07:33
I need to give him access to our platform.
07:34
Number two, if I wanna build a deeper connection
07:37
with my audience I need to introduce them to Tony.
07:38
Tony changed my life and I know that
07:40
he could change their life as well.
07:41
And so, no matter how much money it cost
07:43
we decided to go for it and to just do it.
07:44
- Okay, go, okay go! - Here he comes, here!
07:46
- We have Tony for the event! - We got Tony!
07:47
(the men cheering) - What?
07:48
No way!
07:49
(upbeat music)
07:56
- I don’t do that many talks anymore, private talks.
07:58
I pick the ones that I wanna do and there’s very few.
08:01
But I’m here because of Russell.
08:03
He is truly, yes, give a hand for him.
08:05
(audience applauding) (upbeat music)
08:09
- He went up there and spoke for almost five hours.
08:11
And when he got off, I came back on stage and it was crazy!
08:14
- [Audience] Russell, Russell (clapping)!
08:15
- The entire audience was standing
08:16
and they started cheering my name!
08:18
- [Audience] Russell, Russell, Russell, Russell (clapping)!
08:20
- And it was kind of weird for me
08:21
'cause I didn’t do anything, Tony did it.
08:22
But because I had brought Tony
08:23
to them they were so grateful.
08:25
After the event was over I knew
08:27
that Tony was in the middle of launching his new book.
08:29
And we wanted to help support this book as well
08:31
and so we set up time after the event
08:33
up in the hotel room for me to actually
08:34
go up there and interview Tony about his book.
08:36
I’m excited 'cause I read his original books
08:38
like 20 years ago and-- - Yeah, that’s the last time
08:40
I wrote a book (chuckles)!
08:41
- And then there was no books forever
08:43
and then that’s when I started going through
08:44
the courses, and the CDs and the events, and.
08:45
And then after it got done, him and his entourage
08:47
were cleaning up and they’re about to head out the door.
08:49
And what he didn’t know at the time is that in my pocket
08:51
I had the very first copy of the “Expert Secrets” book.
08:55
And so as he was racing out I said,
08:56
hey, really quick Tony before you go,
08:58
I just finished my second book and I would love
09:00
to give you a copy of it and hopefully
09:01
you have a chance to flip through it on your flight home.
09:04
He looked at me for a second, to the book,
09:06
gave me a hug and then he took off and he was gone.
09:09
(upbeat music)
09:12
Now I can fall asleep!
09:14
And we were just kinda like, ah, crashing!
09:16
Like mission accomplished, we did it!
09:17
We took the interview and we promoted it
09:19
and sold a ton of copies of his book.
09:21
Again, trying to figure out how
09:22
we can provide as much value as possible.
09:23
So, we did that by being an affiliate
09:25
and selling a ton of copies of his book as well.
09:27
(suspenseful music)
09:30
I’d known him at this point for about 10 years.
09:32
I had built book funnels for him.
09:33
I had paid him to speak.
09:34
I’d given him access to our platform.
09:36
I’d consult for him for free as often as I could.
09:38
I’d try to provide value as much as I can
09:39
and it was the first time that I ever
09:42
went to ask Tony for anything.
09:43
And it was for the launch of the “Expert Secrets” book.
09:46
It was coming out.
09:47
He is of all experts the ultimate expert
09:49
in so many different fields that I thought
09:50
if I can get Tony to interview me
09:53
on his fan page that would be the best thing in the world.
09:56
I was so nervous, I think a lot of people when they pursue
09:59
a Dream 100 they’ll do all the work
10:00
but the scary part is asking the question.
10:03
Will you promote me?
10:05
And I had been so nervous to do it.
10:06
Finally I said, you know what?
10:07
If I don’t ask, I’ll never know.
10:09
So, I sent him a message and within like a minute,
10:12
Tony texts back and said, yep, I’m in, I’ll help you.
10:14
I was like, oh my God!
10:15
- Tony Robbins is doing a Facebook Live
10:16
with Russell tomorrow at noon, yeah!
10:18
- Are you serious? - No way!
10:19
- What?
10:20
So, at the time his fan page had like
10:21
three point nine million fans.
10:23
(camera man laughs) - The moment!
10:24
It happened today!
10:26
100%! - This is so exciting!
10:29
- We’re clicking go and went live on his fan page.
10:32
- There’s a new book out called “Expert Secrets”.
10:34
The subtitles help you define your message,
10:36
build a tribe and change the world.
10:38
Yes, hold that up so we all see that (laughs)!
10:39
- There it is (laughs)!
10:41
So, we’ll see the stats over here on John’s computer.
10:43
- Hearts and love baby, hearts and love!
10:45
The stats man!
10:47
- That video was viewed over three million times.
10:49
Tony really opened up his entire brand to me.
10:52
Allowing me to be able to share my message
10:54
and my story and my book with all of these
10:56
millions and millions of people.
10:57
And that was really the power of
10:59
building a relationship with someone
11:01
to get exposure and access to their entire audience.
11:04
- So, if you got my text, right?
11:05
You got my text? - Yeah, yeah.
11:07
- Yeah, okay what if you text me on,
11:08
I don’t have time, do I?
11:09
I have people come here in five minutes, I apologize.
11:11
- [John] Some people’s coming here in like five minutes.
11:12
- Well, thank you people for waiting.
11:15
Oh! (the guys chuckle)
11:17
- Dude, that’s awesome, my gosh!
11:19
- [John] That’s so sweet!
11:20
(suspenseful music)
11:23
- All right, so this time ClickFunnels was growing.
11:25
We’re a little bit more financially secure.
11:27
The next FunnelHacking Live we’d sold over 3,500 tickets.
11:30
And so we said, you know what,
11:32
we’re at a point now when we can book Tony again.
11:33
So, we called him back up and booked him for
11:34
FunnelHacking Live in Orlando as well.
11:36
And this was the FunnelHacking Live
11:37
where we introduced Operation Underground Railroad
11:39
which is a charity that Tony’s part of.
11:41
Tony’s the number one donor
11:42
of Operation Underground Railroad.
11:44
And then, after the event was done we were breaking it down
11:47
and we had a really cool moment behind stage.
11:49
- Congratulations, this makes me so happy!
11:52
You’ve made a giant contribution.
11:54
Right, you know that will save a whole lot of kids’ lives,
11:56
that’s just amazing and beautiful.
11:57
So, congratulations.
11:59
- I think one of the sub-lessons here
12:00
for the Dream 100 is that by doing that,
12:02
and it wasn’t something we orchestrated,
12:04
it was just something where Tony
12:05
and I both share the same value.
12:06
And for him to be able to see that
12:08
and see it wasn’t just something we talked about
12:09
it was something we actually did and put it into practice.
12:11
It’s just something that builds the connection,
12:13
the friendship, the relationship, that much closer.
12:15
And so, it’s important to find people
12:17
that you share values with as you’re building your Dream 100
12:19
because that’s what makes those relationships really matter.
12:22
So, after that FunnelHacking Live.
12:23
When I fast-forward about six months later
12:25
I got invited by Brendon Burchard
12:27
to go to a private mastermind group in Wyoming
12:29
with a whole bunch of amazing people.
12:30
And it was a private mastermind
12:31
group that nobody knew about.
12:32
We flew in helicopters to get to this location.
12:35
Go fishing, shoot shotguns,
12:36
a whole bunch of other cool things like that.
12:37
And on the flight home, Dean and I were actually
12:40
sitting next to each other, talking to each other.
12:41
We’re talking about different projects and ideas and
12:43
we’re sitting on a plane, both in first class,
12:45
and some guy walks past and he’s like,
12:46
hey, I’ve read both of you guys’ books!
12:48
And we’re like, who’s was better?
12:50
(Dean chuckles) And it was really–
12:51
- True story!
12:53
- And Dean starts telling me this story.
12:54
He’s like, hey, I’m working with Tony on this project.
12:56
And he starts going through the whole thing.
12:57
And I was like, dude,
12:59
Tony doesn’t even do real projects with anybody!
13:00
And he’s telling me this whole thing
13:01
and I’m getting more and more jealous.
13:02
- Oh, can I jump in here one minute?
13:04
I just wanna tell you what this guy does behind the scenes.
13:07
So, he’s like, you and Tony are doing this thing.
13:09
Tony and I built a software and a course
13:11
on how to extract your knowledge and run masterminds.
13:12
- He’s like, I wanna create a masterclass.
13:15
But for masterminds.
13:16
He said, instead of buying a course
13:18
from Michael Jordan about how to play basketball,
13:19
imagine going to Michael Jordan’s house
13:21
and actually playing basketball with him.
13:22
And he’s like, that’s the difference.
13:24
And I was like, I get it, and I was like,
13:25
what are you calling this thing?
13:26
And he’s like, oh, he had a couple of different names.
13:28
I’m like, dude, you should buy mastermind.com.
13:29
And he’s like, someone already owns that, I can’t get it.
13:32
And I thought, oh, that’s too bad.
13:35
That would’ve been amazing.
13:36
And then a couple of days later
13:37
I was thinking about his idea and his project.
13:39
And I was like, I wonder who owns mastermind.com.
13:41
So, I went to mastermind.com.
13:43
And sure enough there was the site there.
13:44
It looked like it had been fully developed.
13:46
And I was clicking through the site.
13:47
I went to the About Me page, it showed a picture of
13:49
the founders of mastermind.com.
13:50
And they we’re literally holding a
13:51
2 Comma Club award in their hands!
13:54
I was like, oh my gosh!
13:55
I have access to these people, I can get a hold of 'em!
13:58
- So, here’s the cool part.
13:59
So, he tells me, you should have mastermind.com.
14:01
It’s only a million bucks, I’m like,
14:03
I don’t really wanna spend a million bucks.
14:05
- I was like, no dude, you have to have it!
14:06
Masterclass.com, mastermind.com,
14:08
you have to have that domain!
14:10
So, I’m like, Dave a million bucks is too much.
14:11
See if you can negotiate.
14:13
So, Dave goes back to negotiating with these guys.
14:14
And then, we had the idea.
14:16
- Do you wanna know this guy, the way he plays?
14:19
He negotiates, buys mastermind.com for 600 grand.
14:25
And gifts it to Tony and I. (audience cheering)
14:30
I’m not done, I’m not done.
14:33
But he’s no fool!
14:34
Tony and I saw that reciprocity
14:36
and now we made him a partner.
14:38
(audience cheering) Nice move!
14:41
- Dream 100 at its best!
14:44
Anyway.
14:47
It was one of those things where it’s just like
14:48
you’re, wow, this dream’s come true!
14:49
Something I hadn’t even fathomed 12 years earlier,
14:51
or 10 years ago when I was in this room.
14:53
To be not only friends with Tony and Dean
14:55
but to be business partners with them.
14:56
We launched mastermind.com.
14:58
It was the biggest launch in
14:59
the history of internet marketing.
15:01
Doing over 38 million dollars in sales
15:03
in a two week period of time.
15:05
The top 10 affiliates
15:06
is gonna fly with us in Tony’s private plane to Fiji!
15:09
Insane! (audience cheers)
15:11
It’s gonna be fun! - Yeah.
15:11
- So.
15:13
- That’s why we’re here on this trip.
15:15
That’s what we’ve been doing.
15:16
And that’s why the Dream 100 strategy is so important.
15:19
Looking back on it it’s crazy to think
15:21
we used this strategy first off to get in the door,
15:23
so that Tony knew who I was.
15:25
Second off to build the relationship and build a friendship.
15:27
And eventually to build a partnership.
15:29
Right, it’s not necessarily the fastest way to grow
15:32
a company, but it’s the long-term strategy.
15:34
Tony always says.
15:36
- But most of us overestimate what we’re gonna do in a year.
15:39
Then we get disappointed.
15:40
We underestimate what we can do
15:42
in a decade, or two, or three.
15:44
And that’s why very few people fit there.
15:45
But I’m here, because this young man has true integrity.
15:48
He really delivers.
15:50
I know you know that by the passion that you have here.
15:52
The skill sets that he gives you in there,
15:54
but also everything he does is with integrity.
15:56
Which sounds kinda corny and boring, but it’s rare.
15:59
So, I really wanna acknowledge Russell,
16:01
and his lady, and his team, for being the kind of people.
16:03
(audience cheers)
16:05
(upbeat music)
16:09
- Year number one if you look in my Dream 100 strategy with
16:11
Tony would look like a complete failure.
16:13
I met him for five seconds and that was it.
16:14
Looking at it over a decade now, it was a smashing success.
16:20
So, that’s why the Dream 100 is so important.
16:22
That’s why it’s important to start planting those seeds now.
16:25
And if you do that now, today,
16:26
not tomorrow, not in the future,
16:28
not when you’re ready, you start today,
16:30
you start planting those seeds,
16:31
it gives you the ability in a year from now,
16:33
five years from now, 10 years from now,
16:34
to harvest those seeds at a level
16:36
you never thought was even possible.
16:38
(upbeat music)
16:54
(screen clicks off)
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