Dream 100 - I Become Partners With Tony Robbins By Doing this

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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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