# Moving From A Mass Movement To Your Own Universe

- Link: https://jarvislegacy.com/podcast/moving-from-a-mass-movement-to-your-own-universe/
- Published: 2018-06-01T08:00:00-07:00
- Author: anchorwave

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Moving From A Mass Movement To Your Own Universe

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What I learned from WWF, Disney, and Marvel about creating your own universe, so
you can better serve your customers.

On this episode Russell talks about legends in marketing and wrestling that he has
surpassed. He also explains why it is important to create a universe inside your
company. Here are some super cool things you will hear in today’s episode:

 * Why Russell has always looked up to both Dan Kennedy and Dan Gable, and why he
   feels like he has actually surpassed them.
 * What it means to create a universe in your company and how some of Russell’s 
   followers have been able to do it.
 * And why you should be thinking about how to create a universe of your own for
   people to follow and get excited about.

So listen here to find out how Russell has surpassed a few legends and how he’s 
been able to build his own universe inside of Clickfunnels.

—Transcript—

Hey, what’s up everybody? This is Russell Brunson, tonight on the Marketing Secrets
podcast I want to talk to you about creating your very own universe.

Hey everyone, I’m not sure if you listened to yesterday’s podcast but I recorded
that like 5 minutes ago, and I’m still walking around the track and I just got excited
about another idea that I want to share with you. So here we are.

So today when I was at my kid’s field day, all day, boiling in the sun I was listening
to Dan Kennedy and man, I just love listening to Dan Kennedy’s stuff. Of all the
marketing, of all the people I study, he’s the one I most consistently go back to.
So take that for what it’s worth, I don’t know why.  I think he is the most entertaining,
he always stimulates my brain with these new ideas, thoughts, beliefs, and patterns,
it’s really cool.

One thing that was interesting, this is kind of a tangent, hope you don’t mind. 
It’s funny, you know when you learn about legends, and there’s this legend and you’re
like, “Oh my gosh, this person is amazing.” After I gave Dan Kennedy, this huge,
talked about how great he is, now I’m going to kind of tear him down accidentally.
I don’t mean to, he’s still the man.

But it’s so funny, for example in the wrestling world, the greatest wrestler, the
legend is Dan Gable. He’s like the Michael Jordan of our sport. He went through 
high school and college and didn’t lose any match. And his last match his senior
in college, he lost it. And then he became so obsessed with that he started training
again and ended up three years later winning a gold medal in the Olympics, and what’s
crazy about it is not a single person scored on him in the Olympics. In fact, before
going to the Olympics the Russians were like, “We’re going to create an athlete 
specifically designed to beat Dan Gable.” They just wanted to beat the American’s
so bad.

That was the whole goal of the Russian team, “Let’s beat Dan Gable.” Which was crazy.
And they, as legend goes Dan would work out for about 7 hours a day here in the 
states and then he’d have to go to bed at night. And then he knew as he was going
to bed at night that the sun was rising in the Soviet Union, that the Russians were
training and he couldn’t handle that, so he’d wake up at night and he’d go out and
run at night because he didn’t want to be laying on his back sleeping while the 
Russians were training, which is so many cool metaphors.

So Dan is the man, he is the legend, he is wrestling. But what’s interesting now,
you fast forward, and I’m actually going to give Dan credit for this. So Dan brought
his style of wrestling to Iowa, the Hawkeyes, made the Hawkeyes the dominant team
forever and everyone rose up to the Hawkeye level.  And I look at wrestling today,
it was built off the shoulders of Dan Gable. It’s pretty cool to watch.

But the other day I went back and I watched some of Dan Gable’s wrestling matches,
because now we have YouTube and everything is archived, it’s so cool. I’m watching
Dan Gable’s wrestling match, again, the legend, the Michael Jordan of wrestling,
the greatest of all time. I’m watching these matches, in fact, I watched the match
he lost his senior year in college. I’m watching this match and I’m like, this feels
like a high school JV wrestling match. The level that we compete at today as a country
is insane. It’s way better.

Most people nowadays could go back and would have competed against Gable and they
would have destroyed him in his prime. But he was the legend and he pushed the sport
forward and now you look at you know, fast forward however many, 40 years later 
and because of his influence this whole things has grown. But if you look at him
pound for pound versus the dudes who win the NCA pound for pound, they would destroy
Gable. It wouldn’t even be close.

So I tell you this story because I had this funny thing. When I was learning the
public speaking world, I studied Kennedy. Kennedy would tell these stories, him 
going to these Peter Lowe events, there’d be 20 thousand people in the stadium, 
they’d be selling stuff, and that’s where I got my inspiration. That’s where I started
studying and learning and where I mastered stage presenting because I wanted to 
be like Dan Kennedy, which is insane.

I studied him forever, and I studied all the people he trained. That’s my whole 
foundation of where Perfect Webinar and Expert Secrets book and all this stuff that
I teach comes from. Fast forward to 3 or 4 months ago and I’m speaking at Grant 
Cardone’s 10x event and there’s 9 thousand people in the room. I remember thinking,
I bet this is what it was like when Kennedy spoke at the old Peter Lowe events when
there was 20 or 30 thousand people in the stadium. Can you imagine, they would do
that once a month around different parts of the country. They were on these circuits
and they were speaking and I was like, he must have made so much money.

I did my pitch, made $3 million dollars in 90 minutes and I’m just like, I am experiencing
a little bit of what Dan Kennedy experienced. And then what’s crazy, it’s so crazy.
So I’m listening to him today in his training course and he’s talking about Peter
Lowe events again, and I’m boom, pulled back a decade ago when I was first learning
about stage presenting and all this stuff, and what was crazy, as he’s telling these
stories and he’s talking about how much money he would make at a Peter Lowe event,
he said, “We’d have 20 thousand people in the room, I knew exactly how much money
I would make. I would average from a typical stage presentation in that room, I 
would walk away with $100,000 in my pocket.”

I was like, “Wait, what?” which means he would make $250,000 or so, he’d get half
of it, that’s the way the speaking world works. He’d walk away with 100,000 and 
take that home every single time. He’s like, “I’d speak twice a week, sometimes.
But at least once a month, but I was making over a million bucks a year as a speaker.”
I was like, “What?” This comes back to my Dan Gable. I’m like, “Dan Gable, if I 
would have lived when you lived and I was as good as I was today, I could have beat
you at a wrestling match. I could have beat Dan Gable, the legend. How crazy is 
that.”

Now I’m looking at this and I’m like, “Oh my gosh, I’ve literally beat the Dan Gable
of the marketing world. I beat Dan Kennedy. I did more in 90 minutes than he did
in an entire year at the Peter Lowe events, speaking at 20 thousand plus persons
multiple times throughout the year.” Anyway, it just blew my mind.

So that’s one of those weird things, but if you look at it like, if it wasn’t for
Dan Kennedy’s influence on me and his influence on other speakers that I learned
from, this whole thing, he evolved the entire thing to put it where it’s at today.
But I bet you right now, especially after going back and looking at, recently Dan’s
old presentations and old pitches, my guess is any of you guys that master the perfect
webinar could out sell Dan without even blinking. In fact, I would bet a lot of 
money on that.

So it’s fascinating. I don’t know why I went on that rant for the last 6 ½ minutes,
but I thought it was interesting. So there you go. So let me praise Dan again now,
because he is the man. I’m talking about both Dan Gable, in case he listens to this
someday, and he’s like, “Russell, you’re a punk.” No Dan, you are the man. So please,
all bow to the legend Dan Gable, you are the man, I love you. Same with Dan Kennedy,
so I’m going to talk about Kennedy though. Like I just said, of all the guys that
I study, it always comes back to him, he’s the one I study and learn from, I love
it.

In the course I was going through today, which is crazy, 5 hours of being out in
the sun on 1 ½ times speed, which means I got like 8 hours of Kennedy smushed in
my brain today, which was really, really fun. And a bunch of cool things wrapped
around that I could share. I could do days worth of podcasts on the cool stuff I
learned, but this is the one that was really, really fascinating.

So he was talking about companies, and he spent a lot of time talking about Disney
and about their enterprise and how Disney works. How it was created, how it was 
crafted, how they built these universes and inside there’s characters and there’s
storylines and there’s all these things happening inside the context of this universe
that Disney’s created. Then he started talking about Jim McMahon, the WWF, talking
about this universe. There’s opponents and people and fans and merchandise, he built
this entire universe. There’s good guys, there’s bad guys, and people want to live
in and experience this universe.

Then I started thinking about WWF, excuse me not WWF, the MMA. Looking at that whole
world that Dana White created. It’s this whole universe. He started talking about
other ones, he talked about Playboy and Penthouse, and Hustler. Anyway, from all
sorts of aspects of life, from Disney to pornography and filth and everything in
between.

But he talked about these companies that are so big. He started talking about the
net worth of these individuals. He talked about, I can’t remember exactly, the WWF
dude, Jim McMahon, or whatever his name is. I think WWF does like 2 or 3 billion
dollars a year and McMahon’s net worth is 500 million dollars or something crazy
like that. He said the reason why he’s had so much success, the reason why these
things live on beyond a product or anything is they created an entire universe.

Inside that universe there’s all these things. There’s characters, there’s heroes,
there’s villains, there’s storylines, there’s all this stuff, there’s merchandise,
there’s all these things that have been created. Then he said, “You know, I’ve tried
to create some portion of that here inside of GKIC.” and I started, again, started
flashing back to a decade ago when I first got into GKIC world, which is Glazier
Kennedy Inner Circle, and I joined Bill Glazier’s mastermind and I started going
to Dan Kennedy events.

I remember because I’d listen to all the CD’s ahead of time, and I would hear these
stories about these people. The Ron LeGrand’s of the world, and Rory Fatt and I’m
blanking off the top of my head all of these guys. John Alanis and all these people
who are using Dan Kennedy style marketing. I remember listening to his tapes and
I remember going to these events, this universe and I remember seeing these people
I’d heard about. I heard them on CD’s and tapes and Dan talking about them. I remember
meeting them and shaking their hands and being so awkward and so nervous and wanting
to get autographs.

I remember going there and buying Dan Kennedy t-shirts and courses. I was in this
marketing, nerdy universe. I started thinking about that and I was like, “Oh my 
gosh.” Without really knowing pieces of it, and obviously I’ve known pieces of it,
you’ve read Expert Secrets, I talked about creating a mass movement and trying to
take people. But I was like, if you really look at this, I feel like inside of the
Funnel Hacker movement, inside Clickfunnels. We’ve created a universe.

And it’s not just, it’s multifaceted. I remember when Todd and I were first brainstorming
on Clickfunnels, one thing he said, “I want to build something that creates a whole
ecosystem of other companies around it. We kind of saw this a little bit with InfusionSoft,
they didn’t really capitalize on it that well. But I want people who’s full time
jobs are using Clickfunnels to help businesses.”

It’s funny, we were, I was speaking at this government thing, you guys probably 
heard the episode a couple of podcasts back. But before that, I was trying to figure
out, how many jobs have been created inside the Clickfunnels universe? I was like,
you know what, as of today we’re at 64 or 65 thousand members, let’s just say each
of those entrepreneurs are using Clickfunnels, it becomes a job. So 65 thousand 
jobs right there. But the average company has anywhere from 3 to 30 employees, so
let’s say 3, so it’s conservative. So 60 thousand turns into 100 thousand.

And then you think about the other businesses that have popped up. The agencies,
the designers and the freelancers, and the copywriters, and the customer support.
All these other sub-jobs that come. And then you look at when somebody, when we 
sell t-shirts, there’s the entire t-shirt company, there’s all those jobs that are
created. When we’re selling physical products, books, CD’s….When I do a bestselling
book, it’s not just me that makes money on that. There are the publishers, the printers.

We were trying to do the math and we got to about half a million jobs conservatively
created because Clickfunnels is a thing. Half a million jobs and probably more than
that, but that’s what we were able to draw a line to as we were doing our low case
estimates. So it’s probably more than that.

So in this universe it’s created half a million jobs. Inside of it there are heroes.
I look at, you know, people I talk about all the time, speakers at Funnel Hacking
Live, the stories I tell on my podcasts, and my Facebook Lives and my different 
places. These people become heroes, and then besides heroes there’s villains.

I remember, if you guys watched the book launch last year, we had Julie Stoian who
is like the hero and Dan Henry who is like the villain, and there’s fighting back
and forth and there’s things happening. It’s just crazy.

You come to our events and we’ve literally done two comic book animated videos at
the events. We’ve got t-shirts that everybody buys, we have people right now who
will only where Clickfunnels clothes. We have our swag store coming out where we
have socks and watches and hats and coats and merchandise.

Anyway, it’s fascinating because, I always tell people this and you’ve probably 
heard me talk about this, the hardest part is seeing the pattern, but as soon as
you see the pattern and you’re aware of it, then it’s like, “Oh my gosh, now I see
the pattern, now I can amplify it.” So now that I’m aware that my job is to create
this universe, it’s like, wow how do I actually create this universe? How do I create
super heroes?

If you’re at the Funnel Hacking Live event when Kaelin Poulin got onstage she talked
about how you have to give your customers an identity shift. You’re shifting their
identity and you’re bringing them into your universe. They’re coming to this universe
to have a whole new identity. And then what she said was so cool. They make millions
of dollars of their swag drops. Twice a month they do swag drops, they sell clothing,
and they said the swag drops, the clothing is like giving a cape to a super hero.
They’ve had an identity shift and now you’re giving them a super hero cape and now
they are a part of this person.

I was like, oh my gosh. That’s what we’re doing, we’re bringing people in this universe
to give them an identity shift. We’re giving them a cape in clothing, we’re giving
them a name, a place to belong, and it’s just excited.

Anyway, I shared that with you because today as I was sitting there in the heat 
listening to him talk about these companies and the universes that have been created,
that people were plugging into, that is the new vision, that’s the pattern. Now 
that I’m aware of it, it’s like, how can I amplify it? What else can I do? What 
did WWF do to build their universe? What did Marvel do? What has DC done? What has
Disneyland done?

Now it’s time to start studying these companies that have built these universes 
and try to replicate and figure out what they’re doing. So that’s the next thing
I’m going to be geeking out on. So I just wanted to share with you guys, so hopefully
you guys can start that journey with me. It’s been fun.

One of the cool side benefits or side effects of me being in this role of the chief
cheerleader of Clickfunnels is I get to share these thoughts I have and I get to
test them out on our community. And then I get to see people who are grabbing onto
them and implementing the same stuff. It’s fascinating.

When we started this whole Funnel Hacker movement and I was like, I think I’m onto
something. It was like an inner circle meeting where I shared it and Brandon and
Kaelin were there, and Kaelin’s company at the time, Brandon and Kaelin’s company,
it was Tuelle Time Fitness, which was Kaelin’s maiden name. And after talking about
the Funnel Hacker movement, people need to self identify with the cause and the 
movement. And she was like, “Oh my gosh, no one is ever going to self identify with
my last name.”

So on the flight home she sat there, “I gotta change everything.” And they had a
million dollar business and they still were like, “We have to change everything,
if we’re going to actually take this to the next level we have to shift our branding,
our name, everything.” Which is crazy. I guarantee 99% of people, if they would 
have heard me in that same room they would have been like, “Nope, my brand is good.
People know who I am.”

Instead they’re like, “No, if we want to get to the next level, we have to change
everything.” So they went and changed, on the flight home she renamed it, she landed
and voxed me like, “Russell, it’s Lady Boss Weight Loss, we’re starting our movement.”
I’m like, “What? You changed?” “Yep, we’re deleting everything, we’re changing everything.
We’re on.” And boom, within weeks the whole thing was moved over and it was launched
and it was rocking and rolling, which is just insane.

They’re doing stuff, and they’re pushing the edge, they’re teaching me stuff now.
I’m like, oh my gosh. This is so cool. I look at Alison Prince came into our world
a little over a year ago. Some of you guys know she spoke at Funnel Hacking Live
this year, and same type of thing. We’re talking about these movements and talking
about Lady Boss, and she was like, “Well how do I create my own movement, my own
universe, my own whatever you want to call it?”

So she created one called The Because I Can Clan. Why do you call it that? Because
I can. Why do we do this? Because I can. She’s like, “I want to create people that
have the ability to do whatever they want in life because they can. I don’t want
people that can’t do that.” So she created this movement called the Because I can
Clan. And now she’s doing it and she’s taking this and building a whole community
and she’s made millions of dollars now inside of her business, but she’s building
a movement and people are having success with it, and it comes back to this whole
concept of because I can.

And now she’s doing this and I’m able to watch what she’s doing. I’m like, all these
things I’m learning back from her, because she’s taken this idea. So in case you’re
wondering, why does Russell share all this random stuff that he’s thinking about?
It’s because I love it when I share it and I see you guys implement as well. Because
we all have different perspective on it.

When I hear universe, I think of one thing, you hear something else. The way I implement
is going to be different than the way you implement. So please take this stuff and
implement it, if you’ve got a business. If you don’t have a business yet, listen
to yesterday’s episode and let’s get something up and cranking for you so then you
can start geeking out and going deeper on these things.

But if you’ve got something happening, start thinking about this. This is a world
we create. You think about just the comic books, DC and Marvel. Think about how 
many movies are in that franchise and what’s happening, it’s been fun to watch. 
I  was never a comic book guy growing up, but man, I’ve been obsessed with the movies
because it’s so fun to see what they’ve done inside these universes and how they
bring all the characters together. It’s exciting, there’s a lot to learn from it,
that we can apply back to our businesses.

Alright guys, with that said, this is one of my longer podcasts. I didn’t know what
I was going to talk about and I got excited. There you go. Appreciate you all, you
guys. Now it’s time to start crafting and creating your own universes. With that
said, appreciate you. If you love this podcast or get anything from it, please go
to iTunes and subscribe. We’re going to be doing a lot of new stuff here in the 
very near future, with the new channel and I’m excited and would love to have your
guys’ feedback. Appreciate you all, have an amazing day, night, where you are in
the world, and we’ll talk to you soon.