How To 10x Your Success in Any Business Tony Robbins and Russell Brunson (Part 2)

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YouTube Transcript: English (auto-generated)

00:01

Hey everyone, this is Russell Brunson again,

00:02

and I wanna welcome you back to part number two of

00:03

my interview with the man, the myth,

00:05

the legend, Mr. Tony Robbins.

00:07

If you haven’t watched the first part of the interview yet,

00:10

go back up in the playlist and watch that one first,

00:11

because you don’t wanna not watch that

00:13

before you get to part number two.

00:14

Now in the part number two, I’m excited for you

00:16

because in here, we start diving deeper

00:18

into the different types of businesses,

00:19

and I go through two types of businesses

00:21

I call 'em two expert businesses.

00:23

One of 'em is where you become an expert

00:24

selling your own products, like I was a potato gun expert,

00:27

Tony Robbins is the personal development expert right?

00:29

So there’s that type of business,

00:31

but the other side of it, which a lot of people

00:32

don’t know about, is let’s say you already

00:34

have a business, you’re selling

00:35

physical products on Amazon or ecommerce things

00:37

or you have a gym or maybe you are a chiropractor,

00:42

or dentist, or financial planner like,

00:43

if you have an existing business,

00:44

you could also apply the expert strategies, that Tony and I

00:46

are gonna talk about next, into your business.

00:49

Now on top of that, you’re gonna learn

00:50

a whole bunch of other things,

00:51

like how do you create a tribe of people,

00:53

what’re the three commonalities in every single tribe?

00:55

Every mass movement that’s even been started

00:57

from the beginning of time 'til now,

00:58

what is a new opportunity, how do you create one,

01:00

and a whole bunch of other amazing things,

01:01

that you are gonna love, so with that said,

01:03

let’s jump into part two of the interview with Tony Robbins.

01:07

  • You know in your book you talk about

01:09

the two types of kind of expert businesses.

01:11

You know, the people who don’t wanna be an expert also,

01:13

but just wanna grow their company,

01:15

you know, how would this work for them as well?

01:17

So many you can give us those differentiations

01:18

so people have an understanding how to look at this.

01:21

  • Yeah definitely, so the first kind of expert business

01:23

is one I think people are familiar with,

01:25

is, I look at you like you are the king of this, right?

01:28

Like doing books and seminars and like

01:30

positioning yourself as an expert,

01:31

and that’s like a big piece of this,

01:33

which is really really cool and I think

01:35

anybody who’s got any kind of talent

01:37

or specialized knowledge or something

01:38

they’re passionate about can do that kind of business.

01:40

And you can make great money, you can serve people.

01:42

But I know there’s a lot of people that come in my world

01:44

they’re like, well, Russell, I don’t wanna do that,

01:46

like I own a software company or supplement company

01:48

or I’m a chiropractor or whatever those things might be,

01:51

and it’s interesting like when I launched

01:52

our software company, ClickFunnels, like,

01:54

it’s just a, it’s a boring software company,

01:57

and we’re competing against other boring software companies.

01:59

And but I was able to take all these principles

02:01

we teach in here and kind of attach

02:03

like a person to a software company.

02:05

And we took it from no members to, right now,

02:08

actually today, we passed 40,000

02:09

active members inside of ClickFunnels.

02:11

I think one of the fastest-growing non-VC backed startups

02:13

in the world, and it’s because

02:14

these principles like you take it,

02:17

and it takes any kind of business and lights it on fire,

02:18

in fact, I’ve got a friend who’s a financial planner

02:20

and he’s, there’s how many financial planners,

02:23

in Boise, Idaho, where I’m at, there’s,

02:24

you know, a thousand of 'em here.

02:26

But people come and they actually,

02:27

they will fly over like 30 states

02:30

to get to him, they’ll pay him 10 times more,

02:32

and he does the exact same thing,

02:33

because he’s positioned himself as this expert.

02:36

And we understand that it’s like man,

02:37

like you can charge more, you’re no longer a commodity,

02:40

people will come to you, you can serve people

02:42

the higher level, like so many cool things come

02:44

when you understand how to wrap these principles

02:45

into any type of business, it doesn’t

02:47

just have to be an expert business.

02:49

  • And I think, positioning as an expert

02:52

you know, one of the things I love

02:53

about what you do is you make sure the person is an expert.

02:55

(laughter)

02:56

So tell me, what’s the pattern

02:58

that you started discovering,

02:59

you talked about this in the book,

03:00

that you know, every mass movement

03:02

really starts with, I think it was

03:03

three patterns, if I remember correctly.

03:04

  • Yeah, it’s cool ‘cause when I was creatin’ this book,

03:07

and I’m just like you, like I learned this from you,

03:09

I model everyone right?

03:11

So I’m like okay, I’m building a software company,

03:12

who do I model, who are the best out there?

03:13

And I was looking at everything.

03:14

Initially started the business,

03:15

I look at like Apple and Steve Jobs

03:17

and like, what did he do?

03:18

And then I started looking at like Tesla, and Elon Musk

03:20

and the I started taking a step back

03:22

and I looked at politics and like,

03:23

what are the people that are winning doing,

03:25

versus the people that are losing,

03:26

then I went and took another step back

03:27

and I started studying everything from like,

03:30

the really negative like cult

03:31

and how did they work and then religion,

03:32

and everything in between and it was cool,

03:34

as I was going deep into study,

03:36

and I know you’ve done this before,

03:38

you’re going through stuff and all of a sudden like,

03:39

I started seeing this weird pattern,

03:41

and I was in a point of immersion where I was like,

03:42

for three or four weeks just geekin’ out,

03:44

and it was cool as soon as I identified the pattern

03:45

then I started looking at our company I was like,

03:47

okay, we’re doing parts of this,

03:48

or maybe one or two things, but now that I know it,

03:50

how can we amplify and what are the things

03:51

we can do to make it better,

03:52

and so we started doing all of those pieces

03:54

and then we tested them and then

03:56

we’d see what would happen, and so the book’s kind of cool

03:58

'cause it gives you, and I’ll show you in a second,

03:59

it shows you the strategy, here’s the three things

04:01

that’ll happen, then it shows,

04:03

here’s the practical application that

04:04

we did inside ClickFunnels, we did these four things,

04:05

and that’s what got us from, you know,

04:07

20,000 members to 30,000 within like

04:08

a three month period of time, what’re those things,

04:10

and so I’ll show you guys, in my books, I’m a big doodler.

04:13

'Cause that’s how my brain works.

04:16

But like there’s tons of sketches,

04:17

like this is a sketch from this so,

04:19

this right here, this is the three things

04:21

every mass movement from the beginning of time, all it’s had

04:23

now kinda goin’ through real quickly,

04:25

number one is all of 'em have

04:27

some type of charismatic leader, and that’s a big thing

04:29

'cause it’s hard to connect to just a brand.

04:31

Longer term you can do that, but initially,

04:32

especially like, it’s a person you connect with

04:34

that gets you to wanna follow.

04:36

The number two thing in the pattern

04:37

is all of 'em had like a future-based cause,

04:40

that they were taking people towards.

04:42

And one of the coolest ways I found,

04:43

I talk about this, I went through

04:45

all the US elections from the one that just happened

04:47

all the way back to like George Bush,

04:49

or excuse me all the way back to George Washington

04:50

and what’s interesting is I was able

04:53

to find most of the campaign slogans

04:54

on both the sides like Republican or Democrat,

04:57

it didn’t matter who won, what party or whatever,

04:59

but the ones that won, all the candidates

05:01

had like a very future-based cause.

05:03

Think about Trump was, let’s make American great again.

05:06

And all the people that lost had a very present-based cause

05:08

like Hillary had, I think hers,

05:09

the two or three slogans of kind of hers like,

05:11

I’m with her, and very present-based things.

05:14

Even back when Obama won, Obama’s all about change,

05:16

and Bush wasn’t and then like, it’s interesting

05:19

and so, I started realizing that

05:20

and so inside of our big mass movement

05:22

we were trying to create, I realized like,

05:24

we need a future-based cause, like what is that,

05:26

so we created one and then we figure out

05:27

how to amplify it and we show all the examples

05:29

of how we’ve done that, and that gets people

05:31

to want to come with you.

05:32

And then the third thing, and this is probably

05:34

the least understood but I think the most important

05:36

is every mass movement, they,

05:38

the leader offered their people a new opportunity.

05:42

Which is, they didn’t come and try to

05:45

just help people become better,

05:46

but they were like look, this is

05:48

a new opportunity I wanted to–

05:49

  • How would you define, so a lot of people

05:51

don’t make that, I don’t sound simple,

05:53

but how do you define a new opportunity if your mind?

05:55

  • Yeah, so there–

05:56

  • So many people take something

05:57

that currently exists, and they convert it

05:59

into seemingly a new opportunity,

06:00

I’m just curious, what’s your definition?

06:02

  • So for me I look at like, whatever customer

06:05

we’re trying to serve, right,

06:06

they’re coming to us and they want a result,

06:08

so they have, this is the result I wanna get over here.

06:09

And usually, we’re not the first person they came to.

06:11

Like usually, they’ve been trying

06:13

to get this result for a while.

06:14

And they’re in some vehicle, and I like

06:16

visualize it as a vehicle, they’re in a car,

06:18

they’re in a vehicle, they’re driving to get to that result,

06:19

and so, what most people do in business

06:21

is they come and they sell what I call improvement offers,

06:24

so they’ll come and like, oh that vehicle you’re in,

06:25

well, it’s like, let me step back,

06:27

so an example, let’s say you’re into weightloss,

06:29

let’s say you wanna lose weight,

06:31

so the vehicle you might be in,

06:32

let’s say it’s the Atkins diet,

06:33

or it could be whatever diet right?

06:35

And that’s the vehicle, and they’re in that thing.

06:36

And so an improvement offer’s coming back

06:37

and what most people do is like hey,

06:39

you’re in this thing, I’m gonna make that experience

06:40

better for you, we’re gonna, whatever,

06:41

they try to make it better.

06:43

But the hard thing is that, someone knows

06:45

what that experience is like, they’re in this vehicle,

06:47

trying to get their result,

06:48

and if they’re not happy like, they’re not happy,

06:49

and it’s no matter how hard we try

06:51

to make that process better, it’s gonna be,

06:53

you’re always gonna have tons of friction.

06:55

Whereas if I come and say look,

06:57

  • Compare you to them even if you’re different.

06:58

  • Yeah exactly, so if I come and I can create

06:59

an actual new opportunity and say look,

07:01

get out of the vehicle you’re in gettin’ that result,

07:02

come over to this vehicle, it’s completely different

07:04

it’s a new opportunity, this is what’s

07:05

gonna take you over here, that’s how it cause issue changes.

07:08

One of my favorites, it’s a friend you and I both have,

07:11

Dave Asprey, he came in with his movement,

07:13

he’s like look, you’re gonna eat high fat,

07:15

put butter in your coffee, all sorts of things,

07:17

and people are like what in the world?

07:19

  • Haven’t you ever heard of that description before?

07:20

You told him he was nuts! (laughter)

07:21

He’s gonna end up so genius.

07:23

  • Oh so brilliant, and everyone’s jumpin’

07:25

from their vehicles comin’ to here

07:26

‘cause like, I don’t know what they’re doin’,

07:28

but that sounds way better and they come over

07:30

and he’s built a huge mass movement,

07:31

huge company, supplement company, retail stores,

07:33

everything based on this new opportunity he provided people

07:35

and it was brilliant as you know.

07:37

Hey this is Russell again, thank you so much

07:38

for watching part two of my interview with Tony Robbins,

07:41

how crazy is it that Tony interviewed me?

07:42

Like, uh, still can’t even imagine and believe

07:44

that this is like my life, so exciting.

07:47

So, with that said, video number three

07:49

is dropping a couple days from now,

07:51

I do not want you to miss it so,

07:52

this is what you have to do, number one,

07:53

subscribe to my channel, that way,

07:54

you get notified when all the videos come through

07:56

but number two, you have to click on the bell,

07:57

get notifications, if you aren’t getting notifications,

07:59

you’re not gonna know when this video comes out,

08:01

'kay, so subscribe to the channel,

08:02

turn on your notifications, that’s what

08:04

you need to do right now, and that way

08:05

you’ll get video number three when it drops,

08:07

and you’re gonna want video number three

08:08

'cause video number three, we talk about

08:09

my favorite part of the Expert Secrets book,

08:11

which is the concept of epiphany bridge stories.

08:14

Like if nothing else, everything you’re gonna learn

08:16

in these interviews and in this book,

08:17

that is the most important part

08:18

is the epiphany bridge stories,

08:19

you’re gonna be learning about

08:21

during the third part of this interview.

08:22

And with that said, if you don’t have your copy

08:24

of Expert Secrets book, like what’re you waiting for?

08:25

They’re free, you literally just pay

08:27

for the shipping and handling, I send it to you for free.

08:28

So somewhere on this screen there’ll be a link to it,

08:30

click on it, get your book,

08:32

and then make sure you are ready

08:32

for video number three because

08:35

this is the best part of the entire interview

08:36

with Tony and me go into epiphany bridge stories,

08:37

but do not miss it, with that said,

08:39

I will see you guys in a couple days

08:41

on the third and final video in this series.

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Includes: 6 Week Master Class, Traffic Hacks, Inception Secrets & Email Sequences.