# The 5 Step Framework For Finding Your Voice

- Link: https://jarvislegacy.com/podcast/the-5-step-framework-for-finding-your-voice/
- Published: 2020-02-12T09:00:00-07:00
- Author: anchorwave

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The 5 Step Framework For Finding Your Voice

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Highlights from my keynote presentation at FHL 2020. Showing the 5 steps of how 
to find your voice, including how to find, develop and create your own frameworks.

On this special episode Russell shares part of his keynote presentation from Funnel
Hacking Live 2020 in which he speaks about finding your voice using a framework.
Here are some of the super interesting things to listen for in this amazing episode
taken from FHL:

 * Find out what Russell means when he says everything is a framework within a framework.
 * See why you need to become really, really good at making frameworks, and who 
   someone is you can look to that shares a lot of them on social media.
 * And find out all the steps you need to take to be able to finally find your voice.

So listen here to this very special keynote presentation from Funnel Hacking Live
2020.

—Transcription—

What’s up everyone, this is Russell Brunson again. I’m still in beautiful Puerto
Rico having a good time with some of the most amazing marketers, and personal development
minds on this planet. And for today’s episode I wanted to give you guys some more
from Funnel Hacking Live.

During my keynote presentation I talked about some really cool things, and the first
one I talked about how to find your voice, and inside of that how to develop your
own frameworks. And really the theme of the event came back down to frameworks. 
I talked about how we find and develop and create our frameworks, and then on top
of that went deeper into how to teach your frameworks and how to sell your frameworks
and things like that.

And then every speaker basically shared their framework. Everybody from Tony Robbins
to Ryan Holladay and every speaker in between kind of shared their frameworks. So
as you guys get deeper and deeper in this business you’ll realize it really all 
comes down to frameworks.

So the very first presentation, part of my first presentation, I want to share with
you guys is how to find your voice, and inside of that journey, how you’re going
to create your own framework.

So with that said, I’m going to queue up the theme song, and when we come back you
guys will hear this first part of my keynote presentation going deeper into finding
your voice as an entrepreneur.

I think a lot of us get started in this business, at least I did and I was a shy,
awkward, and I’m going to show you guys a clip in a minute…you have to evolve, you
can’t just, there’s a process you go through. And a lot of times people that read
my book Expert Secrets, they’re out there with a sign saying, “I’m an expert. I’m
going to sell you something.” No, no, you missed it, that’s not the purpose, that’s
not the path, that’s not how it works.

There’s a process for you to be able to find your voice, and you’re like, “What’s
the process? What’s it look like?” and forever I didn’t know. I decided you just
go out there and you do it, and you do it, and you do it. And it wasn’t until recently
that I sat down and said, “What did it actually look like for me? What did it look
like for other people? How do I reverse engineer that so we can teach it?” and that’s
where this process and this framework came from.

Alright so I’m going to walk you guys through this. So phase number one here, phase
number one is what I call the dreamer. And this is the phase that starts with a 
little spark. How many of you guys when you got into whatever it is that you’re 
doing, you didn’t know exactly what you were going to do, you may not have been 
super passionate at first, but you had the interest, some desire, you’re like, “
This is kind of cool.” thinking about your business or the marketing of your business.

When I got started in this, I didn’t know I was going to be a marketing nerd. I 
got a C in my marketing class. A C, and I should have got a D or an F, but my teacher
was really, really nice. But I got a C in my marketing class. I didn’t know marketing
was even exciting or fun or anything. It wasn’t until later when I was learning 
these things and trying to start a business when all the sudden there was a spark
and I was like, “Oh my gosh, this is amazing.” And it all begins there. 

So I want you thinking back about your business. What was the spark initially that
got you so excited about what it is that you do? Can you guys remember that moment?
What was it that created that spark for you? That’s where this begins.

The next thing that I want to kind of add upon that, this is from Tom Bilyeu and
Tom is speaking tomorrow, I believe. So I’m excited about Tom coming, it will be
his first time at Funnel Hacking Live. But as I was developing this, I saw Tom post
something on Instagram, and I was like, “Oh my gosh, this is brilliant.” He posted
a little framework for how to develop your own passion. And I think about this a
lot because I get people all the time who come into our world, and they’re like,“
This is exciting, but I’m not passionate about anything yet, Russell. What do I 
do? How do I find passion?”

I’m like, “I don’t know.” because for me, I’m just excited about everything in life.
There’s so many cool things happening, and I don’t know how to develop passion. 
I couldn’t understand that in my mind until I saw this from Tom and I was like, “
Oh my gosh, this is the secret.” For those of you guys who may not have it, you’ve
got a spark and you’re trying to figure things out, this will help you.

This is what he said, this is the 5 step process he said. Number one: Go and experiment
with a whole bunch of stuff. So if you’re like, “I don’t know what business I want
to be in, I don’t know what my career is going to be” or whatever, you go try a 
bunch of things. That’s why a lot of people go to college. You’re taking a whole
bunch of classes just to find out, what am I actually interested in? So you go and
experiment with a whole bunch of stuff, that’s step number one.

Step number two: After you do that, start looking at all the things I just tested
and tried, all the things I read, all the podcasts I listened to, all the videos
I watched, what are the things that spark my interest? And you think, “I’m interested
in that, that’s the next topic I’m excited about. That’s something I could be passionate
about.” So you find the thing that sparks your interest.

From there you start deeply engaging with those things that sparked your interest.
You start going deeper on them. If you listened to a podcast about biohacking or
about whatever, you’re like, “This is cool.” It’s like, “Okay, now let’s go deeper
to see if as I go deeper this keeps resonating with me.” So start going deeper, 
start studying, start learning, start finding people around you that are excited
as well, and go as deep as you can.

Number four: As you start engaging and it goes from an interest to a true fascination,
you get that fascination that’s like, “Oh my gosh, this is exciting.” Then you go
down the path to gaining mastery.

And then number five: Fascination plus mastery equals passion.

Now this for sure was true in my journey. Again, I got started I was a college kid,
I had just met my beautiful wife. I had proposed to her and I realized that I didn’t
have a job. And she was probably going to want to eat sometimes, and I was like,“
What do I do? I don’t know. Let me try a whole bunch of stuff.” I started just doing
a whole bunch of things and studying and reading and learning, and all the sudden
I started finding these things that caused interest. And those things I started 
geeking out on and going deeper and deeper until my interest became a passion, and
the more deep the more fascinated I got, and the more fun it got. And that’s where
this journey begins. That’s how you get the spark and you start to grow.

Alright, so after you guys have the spark, do you know the best way to turn a spark
into a fire? Do you guys want to see? It’s kind of cool. This is the way you turn
a spark into fire. Let’s dim the lights a little bit. If I get my phone out right
here and I turn this light on, this is a spark. And by itself, if I’m not careful,
this spark is going to go out. I need your guys’ help. Can everyone get their phones
out real quick, and turn the lights on? Something interesting happens when you take
spark and you get it around other people’s sparks, other people who are already 
on fire.

Everyone grab your phones out, get them out and turn your camera on really quick,
I want you guys to see this. If I want to turn my spark into a fire, into an inferno
I gotta find other people.  Look around you guys, look behind you. You find other
people and you get your sparks together, it starts growing. Alright, if I take my
spark to a fire, it can’t help but grow, am I right? That’s why we’re here today,
to help you guys take your spark and to light it on fire.

I tell people all the time, my role in this whole game is to get you guys so excited
and so passionate about the marketing of your business, whatever business you’re
in, you’ll be able to run with it. I’m assuming you’re already obsessed with your
business or you wouldn’t be here. So my job is to get you obsessed with the marketing
of it. Let me take that spark and let me ignite it and get it on fire. The best 
way to get that spark into a fire is to ignite. I lost my thing, is to get it around
other people.

As you get around other people you start feeling that, it starts growing inside 
of you, and that shifts you now to the second phase. The second phase is where I
start taking on the identity of the reporter. It’s interesting, how many of you 
guys have ever heard of Howard Berg, the world’s faster reader? So when I was in
elementary school in the 90s I was an infomercial geek. So I was watching infomercials
and there was this guy who was the world’s fastest reader. I saw him reading these
books, and he goes through the page like this, flips through and starts reading 
them super fast.

I was like, “That is the coolest thing. There’s no way it’s true. He’s got to be
faking it.” And I remember watching the infomercials over and over and over again
as a kid. Then fast forward like 15 years later, I’m a grown man, well, grownish.
My kids always tell me, “Dad, you are the least mature adult we have ever met.” 
I’m like, ‘Thank you guys, I think.” I remember on Fox news, what’s the Cavuto, 
the Cavuto show, Howard Berg was on there, it was right after the health care bill
came out. And there was the huge health care bill, and they had Howard Berg read
the entire health care bill live on Fox news in front of everybody.

So he reads the whole health care bill in 55 minutes, and then afterwards he interviewed
him, “So what does it say?” And he starts telling him all the things and reciting
back huge portions of the health care bill. I’m like, “This guy is amazing.”

And then I’m at an event like this, it was in Dallas, there was about 1000 people.
It was about a fifth the size of this. And I’m speaking on stage and I get done 
afterwards and some guy is like, ‘Hey, there’s the world’s fastest reader is here.
He wants to meet you.” I was like, “Wait, wait. Howard Berg’s here?” and I started
totally fan-girling and freaking out, and he’s like “You know who he is?” I’m like,“
Yeah, I used to watch his infomercials when I was like 15 years old. This is…”

Anyway, I was so excited I had a chance to meet him, and me and Howard have become
really good friends since then. And actually, when I launched the Expert Secrets
book I had Howard fly out to our office and I was like, “I want you to read my entire
book, live on Facebook, and then I want to quiz you and see if you actually remember
it.” Because writing a book is cool, but having the world’s fastest reader read 
it live in front of you is way cooler than that.

So I had Howard fly out to Boise, and I was like, “Here’s the book. I want you to
read it.” And he sat down and he started reading it. And did anybody see the episode
of this where he did it on Funnel Hacker TV? He read the entire book in 4 minutes
and 43 seconds live on Facebook and I was like, ‘This is so cool. There’s no way
he’s actually getting it.”

So we watched and he read the whole thing, and then when he got done reading it,
I had the really cool opportunity to sit there and be like, “Okay, let’s see if 
you actually read it.” And I started asking him questions about it, and he was able
to tell me things back. “Well, you said this and this. Then you talked about this.
And this is my thought about that.” And it was one of the coolest experiences of
my life.

Did you guys ever see the Sony speed-reader commercial? He’s on that with Justin
Timberlake. It’s a really funny ad where basically they have the Sony speed-reader
and Justin Timberlake says something like…maybe it was Peyton Manning…anyway, Peyton
Manning says something like, “With the Sony Reader I can read 100 books.” And Howard
Berg goes, “I just did.” And then Justin Timberlake is like, “I just did too.” It’s
the funniest commercial. It’s worth watching.

So after that night, after we got done, we took Howard out to dinner in Boise. And
I’m sitting here like, there’s this guy who’s read over 30,000 books. Every book
you can dream of, he’s read. What do you ask this guy? He’s got information about
everything. I could ask him about business or about finance, or about sports or 
about anything. And I was like, “I’m going to go to a spot that you don’t normally
go with people, because I’m really, really curious.” And so I asked him, I said,“
Howard, I’m really curious after all your life experience, reading 30,000 books,
what’s your opinion on God?”

He looked at me a minute, he smiled and he said, “You know what’s interesting? Most
people when they want to learn about a topic they’ll read one book or one thing 
and they base their opinions on that and it becomes fact for them and they go forward.
What I like to do instead, I like to read all the people’s opinions. I’ll read 10,
15, 20 books on a topic. For example, for religion I basically read every single
book on the topic. As many as I possibly could. Hundreds and hundreds of books.”

He said, “By reading a whole bunch of things about it, I got a very wholistic view
of what I believe God is. Based on that let me tell you what I believe..” and I 
had I one of the most fascinating conversations of my life, to hear what someone
like this has a chance to learn and read from every religion you could dream of,
what his beliefs were in God. One of the coolest, most amazing conversations of 
my life.

So I was thinking about this with Howard and started thinking about how that works
in our life. A lot of times we come into this world and we’re trying to do our business,
and we become the expert, like I know everything. And we go out there and try to
convince people. But the problem is we read one book. The phase for you to really
evolve and find your voice isn’t to take one idea and then start running with it,
it’s to get a very wholistic view.

So I started looking back at when I got started, and I found something really embarrassing.
This right here is the first video I ever created ever. This is, last year I showed
you guys one and you all teased me, this one’s worse. So this is about the time 
YouTube came out and a couple of people had videos on their websites. And I was 
like, I’m going to do a video and I remember someone, Armand Morin had a video, 
and he had the background was gone and he was on the page, and it looked really 
cool. And I was like, “I’m going to do that.’

So I bought a video camera, I set it up, and I record this video, and it didn’t 
work. I tried to edit it, and I couldn’t get the background to delete, and it was
so many bad things. But this was the very first video I ever made. And I want you
guys to hear how bad I was, and hopefully it gives some of you guys some encouragement.
You’re like, “If that guy can do it…” Here we go.

(From the video) Hi, I’m Russell Brunson and welcome to the secondtier.com. I’m 
here to  help you get……Okay, Hi, I’m Russell Brunson and welcome to the secondtier.
com. I’m here…(mumbles) I’m here to introduce you? What do you say? Hi, I’m Russell
Brunson and welcome to the secondtier.com. I want to help you get started with your
affiliate training today. The first thing you need to do is click on the link above
me and download our affiliate… That was real cool, the flushing toilet in the background.

(Onstage) He literally flushed it in the middle of the video. It was me and him,
there were 2 of us in the room. Come on. Anyway, so there’s hope for all of you,
I swear. So this is the video of my journey. I was like, “I’m horrible, but I’m 
going to try.” And I started trying.

At this point and time I had my beliefs. I was like, ‘This is how I’m going to do
this thing.” But I didn’t know marketing, I didn’t know these things. I’m like, “
How do I learn this.” So what I did is I went up and I said, “Okay, I’m going to
do what Howard Berg would have done. I’m just going to take my opinion and believe
everything. I’m going to go and find a whole bunch of people who know more than 
me. I’m going to talk to them, interview them, figure out all their stuff. And based
on finding out opinions form a whole bunch of people and from there I can develop
an actual opinion.”

So this is little nerdy Russell from 15 years ago went out there and he found the
best of the best at the time. This is Carl Gelletti, I used to call him all the 
time and ask him questions. This is Mike Filsaime, this is Gary Ambrose, this Brad
Fallon, I think is in the room, this is Brad Fallon, this is Ewan Chia, this Rosalind
Gardner, this is Jack Humphries, this is Keith Baxter. These are the people when
I got started in the game, they were the people that were already on fire. I had
a little flame and I was like, “I have a flame and this things going to go out if
I don’t find something fast.”

I started looking, who’s got the fire? Who’s got the fire? I need to find those 
people. And I found the fire. I got on the phone and I called them, I flew to their
house, I had them fly to my house, I did everything I could. I got in the rooms 
they were in, because I knew that if I was going to take my spark and I needed it
to become a fire, I had to be with the people who were already on fire. I found 
those people and this little nerdy Russell was able to take his spark and turn it
into a fire.

So for all of you guys the next step in this journey of growth for you, is first
off to be fascinated, have a spark and then you need to find the people who have
the fire. And you have to go to them humbly and start asking their questions, and
don’t judge everything based on the lens that you view the world through. Find other
people and be open to other opinions and other ideas because it’s going to give 
you a very wholistic view and make you, give you the ability to serve your people
at a much higher level than you ever could, by just looking at one angle.

So the first 2 phases in this formula, in this framework are all about growth. It’s
your journey to become something bigger, become something better, become the person,
the leader that you need to be to lead your people. Now after you go through these
first two phases, number one dreaming and having a spark, number two is finding 
people around you and asking them questions and learning from everybody you can.
Every single piece of information you can get access to, and learning from everybody.

Then we start shifting from growth to contribution. Alex Charfen always talks about
the call to contribution. How entrepreneurs hear the call of contribution. I need
to contribute. I gotta create something. I gotta do something, I gotta go out there,
and I gotta do something. You guys have heard that call, that’s why you’re here.
You’ve heard that call to contribution. How do I contribute more?

So there comes a time in all our lives, we keep growing and growing, keep studying
and learning, but if you don’t start shifting from growth to contribution, you will
flatline. The first time I understood this was true was when I was a wrestler.

In college I was a wrestler, in high school I was a wrestler. I was a state champ
in high school, took second place in the country, I was an All American in high 
school and I thought I knew everything. The worst thing that could possibly happen
to any of us, is we think we know everything. I was like, “Shh, I know everything.
I’m such a good wrestler.” And I remember my senior year after I took 2nd place 
in the nation, my coach Greg Williams, who is now the coach of UVU, he said, “Hey
do you want to come coach at a wrestling camp?” and I was like, “I don’t know. I
got girls to date this summer. This is my big time before going to college.” And
he’s like, “I’ll pay you $100.” I’m like, ‘I’m in, let’s go.”

So that was the value of a week of my time back then. So I went to the wrestling
camp and he’s like, “Here’s some kids. I need you to train them how to wrestle.’
So I’m like, ‘Okay.” So I go to the kids and I’m like, “Okay this is how…” and I
remember teaching a cheap tilt, which is like my move, and I was like, “Here’s how
you do a cheap tilt.’ I show the kids and I’m like, ‘Okay, go try it.” And I sit
back. The kids come out and they start trying it and nobody gets it even remotely
close. Almost all of them ended up pinning themselves. I’m like, “No, you guys. 
You didn’t listen to a word I said. Come back in.” I showed them, “This is how you
do a cheap tilt. Now go do it.” And they go back out, and everyone’s like doing 
the same thing, flopping over, pinning themselves. And I’m like, “What is wrong 
with these kids?”

And I sit back and I’m like, “What are they doing wrong?” and I start looking and
I’m like, “Oh my gosh, he’s doing it wrong because his hips keep sliding out, and
his knee…I never knew that. This knee needs to be, the foot needs to planted here,
and the knee’s got to be pointed to the ceiling. What else?” and I start looking
and like, “Come back in guys, come back in. Look at this. When you’re doing it, 
look where my foot’s at, it’s right here. Look where my knee’s pointed.” And they’re
like, “Oh cool.” I’m like, “Go try it again.” They start doing it, and all the sudden
the kids start doing better. And I’m like, “Huh.”

And then I bring them back in and we go back and forth, and back and forth, and 
for the entire week I spent with these kids, I’m looking at what I’m doing and my
processes, understanding why they work and then figuring it out. And as you start
looking, one of the fascinating things about a pattern is after you become aware
of a pattern, it’s like, “Now I know the pattern. I can manipulate it, I can change
it, I can grow it, I can figure things out based on that.”

So for me, I had gotten to a point where I had grown personally at a certain level
where I stopped and stagnated. And when I shifted and started becoming a coach and
helping other people, that’s where I started to continue to grow. That’s where I
shifted from growth to contribution, and that’s how I got to the next level of growth.

So for all of us, there comes that time where as you’re growing and you’re sharing,
the only way to continue to grow is to shift from growth to contribution. This is
where you start coming out there. This is where most entrepreneurships, most businesses
start, when you’re shifting from how do I become better to how do I make other people
better. And that’s the next level. Way more fulfillment by the way, on the contribution
side.

Okay, so that moves us to phase number three in the framework. Phase number three
is now we start building our own frameworks. This is going to be weird for a minute,
but I promise at the end you’re going to be like, “Oh my gosh, this is amazing.”
So we need to start creating our own frameworks. If you notice, most of the greatest
entrepreneurs business people, they have their own proprietary frameworks. So this
is the next phase, after you’ve gone through growth, now you shift to contribution,
this next phase is started creating your own.

So the first step here is you need to create what we call your framework hypothesis.
What is my framework to get somebody a certain result? Let’s just say this is me,
this could be for any business. Here’s your path, so here’s you, and you’re going
on this journey up here, and this is the result, this is the thing you’re trying
to get to.

So as you’ve been going through your growth and you’ve been learning and you’ve 
been studying and all these things, you’re figuring it out, and you’re moving yourself
up this line. Now you’re like, “I think I know how to get here. I’m pretty sure 
I know how to do that.” So based on me interviewing like 50 people or reading a 
whole bunch of books, or whatever that thing is, I’m going to make my hypothesis,
I think this is what I need to do to get that result. Make a hypothesis.

How do we make a hypothesis? This is something Bruce Lee said, and thank you James
Friell for finding this quote for me. But Bruce Lee talked about this, he said, “
What you do is you research your own experience. You absorb what’s useful, you reject
what’s useless, and add essentially, which is your own.” As you’re going through
this growth phase where you’re interviewing a whole bunch of people and you’re learning
from a whole bunch of experts, the goal is not to learn everything they say and 
just believe it as is.

There’s a lot of like, as I was listening to Howard Berg, a lot of his beliefs on
God I agreed with, a lot of them I didn’t. It didn’t mean it was right or wrong,
but I was able to listen to that thing and say, “Wow, this is awesome. I’m going
to take these gold nuggets, these are the things for me that I believe that I think
can add to what I believe.” Same thing here, when you’re going through this process
of learning and studying and growth, you’re looking for the nuggets. What are the
things that I believe in? You take all the different pieces, you take that and say,“
Okay, now that I have this. This is my framework hypothesis. This is what I think
is the secret.”

So we create our framework hypothesis, which is basically, “for me to get this result
I’ve gotta do step one, step two, step three and that’s how I’m going to get this
result.” Now we have a hypothesis. That’s step number one.

Step number two, now that I have a hypothesis, this is what I think I’m going to
do to get that result. Now we gotta go out there and actually test your framework
hypothesis on yourself. You have to become the human guinea pig. A lot of people
get that ordering wrong and they say, “Okay, here’s my framework hypothesis, let
me go sell something.” No, no, no, not yet. This is where we gotta figure out if
it actually works on you.

One of the people I respect a lot is Tim Ferris. They’ve called him a lot of times,“
The human guinea pig” he’s one of the original biohackers. And I was reading, I 
can’t remember which one of his books, but one of his books he was talking about,
he implanted something inside of his body to test his blood levels. And every single
day he’d test little things. Like he’d take this supplement and see what happened
to his blood levels, and he’d take this, and try this, and do these things.

He took over a thousand blood tests based on all these different things, and after
all is said and done, and he said, “Based on all the things I learned, this is the
diet that’s the best. These are the supplements, these are the things, this is the
framework that I believe is possible for you to be able to get the result you’re
trying to get.

So just like Tim Ferris to become the human guinea pig, you’ve got to become a human
guinea pig for your framework at first as well. So you take that and you say, “Okay,
I think this is the way I get my result.” and you go out there on this journey. 
Now you go on the journey and what’s going to happen is sometimes you’re going to
go through the process and be like, “I was right. I figured it out. I’m at the top.”
But what typically happens is you go on this journey with your framework and a lot
of times it doesn’t work at first.

You try something and ugh, it failed. You try something else, aw, it failed. That’s
okay. This is a framework hypothesis. You can tweak it and say, “I’m going to change
this, I’m going to change this.” Until eventually you’re like, okay and eventually
get to the top and have the success and get the result you want. 

So now you’ve got a process, you’ve got a system that works. I know it works for
me, it’s worked for me. And so that is the first step here, where you become a framework
creator. Boom, I have a framework that works.

How many of you guys in this room right now have a framework that works for whatever
it is you do. It can be anything from like, how to lose weight, to how to get a 
white smile, to how to make more money, how to start a business, how to invest in
whatever, how to save money on taxes. Every business needs to have a framework.

Some of you guys are like, ‘But Russell, this doesn’t make sense to me because I
don’t sell information products, I don’t need a framework. This only works for the
info people, this only works for authors and speakers. This doesn’t work for me 
because I’m a blah.” Fill in the blank, right. Well understand this, all businesses
are about one thing and one thing only. Businesses are about how in the world do
I get a client a result. That’s it. I’m in business to do this, to get this client
this result. That’s what you have to understand. And there’s always a framework 
or a process to get somebody that result.

So the question you’ve got to ask yourself is what is the framework that somebody
must follow to get a certain result? And what’s interesting is your product is just
a piece of that framework, it’s not the whole thing. So what’s the framework someone
must follow if they want to get a certain result?

So figure out whatever business you are, this is a result the person is coming to
you with. They want to get out of pain, they want to grow taller, they want to grow
hair, they want to, whatever your business is, that’s the result, what’s the process
they have to go through to get that result with you?

So for example, here’s Clickfunnels, right. So Clickfunnels we have a framework,
you guys have seen me talk about frameworks all the time. So we have a framework
to help people to grow a company online through funnels. So that is my framework.
And what’s interesting about my framework is the product, Clickfunnels, this software
is just one step in the framework.

So I’m like, step number one you’ve got to have an idea, step number two you’ve 
got to create an offer, step number three….and all the sudden step 5 now you need
Clickfunnels to build the thing. If I just came to you like, “Oh you need clickfunnels,
this is awesome software.” “Why?” “Because it’s awesome, you can move things, drag
and drop, it’s really easy.” “I don’t get it.” But if I’m like, ‘What’s the result
you want? This is the result you want, cool. There’s a 5 step framework. Step number
one you gotta do this, step number two, step number three, and now you need the 
software for step number four and step number 5.” Does that make sense?

So my product becomes part of the framework, it is not the framework. Let me show
you how this works for a more traditional company, like a dentist. So the dentist,
if I was a dentist I would have a framework for how to get white teeth. There’s 
a whole process, and I’m not a dentist, I don’t know exactly the process, but they
have a framework how to get white teeth.

If someone came to me as a dentist and say, “I need white teeth.” “Okay, cool. First
thing you gotta do is you gotta brush twice a week, not a week, twice a day. Brush
twice a day. Step number two you should be using white strips or hydrogen peroxide.
Step number three, you’ve got to come to the dentist, my product is like step number
three. One of the steps is you come to me and we’ll do teeth whitening, or we’ll
do a line…” or whatever the thing is. But I still have a process. If I’m just like,“
I’m a dentist, you should come to me so I can clean your teeth.” It’s one thing,
what’s the result? The result is bigger than that. The result is the framework. 
So here’s the framework to get somebody that result and your product becomes one
step in the framework. Does that make sense?

The same thing is true with ecommerce sales, if you’re selling physical products.
My product is a framework to get blank, to get what? And then inside of there your
product becomes part of it. So for example, let’s say I was selling flashlights.
I might have just a flashlight by itself will sell, but if you look at some of you
guys have heard Trey Lewellen’s story a lot of times, he was the first funnel inside
Clickfunnels that blew up to astronomical levels. But he shifted, it was a flashlight
at first, but when he went from it being a flashlight to being a survival flashlight,
I’m going to show you guys a framework for how to have survival. It wasn’t just 
a flashlight, it was part of a framework of like, I don’t know exactly how to use
flashlights for survival. I think you shine them in people’s eyes and blind them
so you can kick them in the shins or something. But it became part of a framework.

So every product, everything is a framework. What is the result you’re trying to
give somebody? And your product a lot of times, is one piece of the framework.

And the cool thing about frameworks as you start creating them. We can do frameworks,
I can take a framework and I can teach that framework in 3 minutes, or I can teach
it in 30 minutes, or I can teach it in 3 hours. I can sit down right here and say,“
Okay guys, I’m going to teach you guys the new Traffic Secrets book.” And I could
do a 3 minute presentation and teach you my Traffic Secrets, the core pieces of 
the Traffic Secrets book, right. Or I can say, “I’m going to do a 30 minute presentation,
let me teach you the core things.” And I could bulk it up, tell more stories, add
more things to it. Or if I did 3, if I wanted a 3 hour presentation, I could do 
that. Or I could do a 3 day event just on Traffic Secrets by itself as well. So 
that’s something to kind of think through.

And the reason why these frameworks are so important, as you’ll see here in a second,
we use these frameworks in every aspect of the funnel, as you’ll see here. But the
first thing I want you guys to understand is that we can create frameworks really,
really, really quickly. So again, this is Tom Bilyeu. Tom and his wife Lisa are 
some of the best framework creators I’ve ever seen. Who follows them on instagram?
Tom or Lisa? If not, you gotta start following them just so you can see the frameworks
and how they do them so often. I’m going to show you guys a couple of them.

So Tom put together a framework called Sleep Habits. It’s hard to see here. These
are sleep habits. There are 6 sleep habits to increase your sleep. Step number one,
stop eating 3 or 4 hours before bed. Step number two, use blue blockers 2 or 3 hours
before going to bed. Step number three, go to bed early. Step number four, set your
intentions….and there’s his 5 step, 6 step framework for sleeping better.

Here’s another one. He created a framework based on a movie. How many of you guys
have ever seen a movie before? Like 4 of you guys? Who has ever seen a movie before?
Okay, so Tom watched the Matrix and he’s like, “I’m going to show you guys the 7
lessons I learned from the Matrix.” And he showed his framework for the Matrix. 
Number one, you can’t do it until you believe it. Number two, the world as you perceive
it isn’t real. And on and on and on.

Here’s one that he made, his framework for surviving Thanksgiving dinner. Step number
one, minimum of 16 hour fast every day. Number two…and they post these all the time.
These are just simple little frameworks.

Now the reason I’m showing you guys this right now, and I’m talking about the fact
that you can create a framework in 3 minutes versus 30 is because a lot of times
I don’t want to spend 2 years building a huge framework. I want to test some stuff
out. So social media, I can post a framework, I can do a podcast posting a framework
and see if people care about it.

I’m going to show you guys my 5 step framework for getting more views on YouTube.
Whoever wants to see that one? Eh..Okay I’m not doing that one. Then I post another
one. Who here wants my 5 step framework to add 100,000 people to your list in the
next 2 days. Sweet, I’m going to go deeper on that. But I could post something on
instagram, “Here’s my 5 steps in the system to build a list.” And if nobody cares,
I don’t go deep there.

If I post and people are freaking out, and this is awesome. Let me go deeper. Let’s
say I’m a dentist, “I’m going to post a 5 step framework for how to get coffee stains
off your teeth from home.” Who would want that? You guys don’t believe me? I’m not
a…anyway, I could post that real quick and be like, “Oh my gosh, nobody cares. I’m
not going to build it.” Or I post something else, and you start finding out.

So it’s essentially becoming quick at creating these little frameworks, and then
putting them out and testing them, to see what are the things that cause people 
to get excited, before you go deeper? If you guys notice, almost every one of my
podcast episodes, I think I’m like 600 episodes deep or more, is me sharing a quick
framework. That’s it. Sometimes you guys don’t tell me anything, I’m like, ‘Okay,
that one sucked.” But guess how I know when I do a good one. You guys message me.
I get tons of “Dude that was amazing.” “That was fire Russell.” People do the fire
emoji. And people go crazy. I’m like, ‘okay, that’s, I’m going to go deeper there.’

All the stuff I share on stages like this, our own stage, this is the year of testing.
And a lot of stuff you guys don’t care about, other things you freak out about. 
I’m looking, what are the frameworks that people are interested in, I’m going to
go deeper in those, start creating those things.

Alright, so understand that frameworks, as you’re going to see, are at every step
in the funnel. There’s frameworks here at the ad level. There’s frameworks here 
at the opt-in level. There’s frameworks when you’re selling and frameworks throughout
the sale. So I’m going to show you guys this in a lot more detail here in a second.
I’m going to show you guys a case study of one, so you can see exactly how they 
fit. But just imagine the ad you see like, ‘Who here wants my 3 step framework for
how to ad more…”

Sweet, you click on that and it takes you to the landing page. Awesome. “Give me
your email address and I’m going to give you my 5 step framework for how to do whatever.”
They opt in. Next page it’s like, ‘Cool, I just emailed you the framework. There’s
a 3  hour video of me teaching this framework in more detail. For $37 you can have
it.” Boom, and then we go through it like that. So framework is what drives people
and pulls them from page to page to page throughout.

Okay, step number three. After you’ve created these frameworks, you have to give
your framework a proprietary name. This way it becomes your own. If you don’t do
that, it’s just like anybody can rip it off. You’ve got to create your own proprietary
frameworks.

So for example, I’m going to see how well you guys have been paying attention to
me for the last 5 years. I’m going to draw something and when you know what this
framework is, I want you to shout it out at the top of your lungs. Are you guys 
ready for this, the first one wins a million…just kidding, you win nothing. Everyone’s
shouting. As soon as you know what the framework is, post it out. Oh, Perfect Webinar.

There’s my framework for how to run a webinar. Do you know how many leads I have
gotten by giving people for free, my framework for how to run a webinar? Hundreds
and hundreds of thousands of leads of people who have opted in to say “I want to
learn how to do a webinar.” They give me their email address, I give them the perfect
webinar script, and we have a free plus shipping version, and we go through there.
And it has become a huge, huge, huge lead generator for us. It has somehow, you’re
like, “Russell, what does perfect webinar have to do with Clickfunnels. Clickfunnels
isn’t even in the framework.” Oh, but if you have a webinar that works, then you
need Clickfunnels to host. Oh, oh. That’s test number one, you guys ready for number
two?

Okay, let’s see if you guys know what framework is next. First one to yell it out
wins. Value ladder. You guys know my frameworks. There’s the value ladder framework.
You guys ready for the next one? This one is going to be a little trickier, this
one has not been as prevalent, but if you were here last year you should know this
one. What’s this, what’s this? You all failed. Everyone who was here last year, 
go home. Someone said it, hook, story, offer.

Okay, I’ve got one more in my pop quiz. Okay, you guys ready for this one? Loud 
as you can, as soon as you know what it is. Alright….You guys know my frameworks.
How many of you guys feel like you could confidently come up and teach any of these
frameworks because you’ve seen them so many times? Yeah.

The nice thing about a framework is that people, after they see the framework, they
can remember it. They can teach it, they can share it, it can grow. It’s so, so,
so powerful having your own frameworks. Tonight after dinner we are doing a story
workshop. I’m going to be going deep into my story frameworks. I just want to make
sure you guys come back for that because it’s going to be really, really fun. I 
put a lot of work into it. We’re going to learn how to try and tell some stories.

If you look at business though, my entire business is just frameworks. How many 
of you guys have read any of these 4 books? What’s that last one? What? Dotcom Secrets
are all my frameworks for the first ten years of my business. I put them together
in a book and you guys read the book and you’re like, “These are amazing. I need
to buy Clickfunnels now.”

 Okay, Expert Secrets is my frameworks for how to sell, how to put video and copy
on the pages to convert people as they come through your funnels. Traffic Secrets
comes out very, very soon, which is all the frameworks for how we get traffic into
our funnels. And Unlock the Secrets is the secrets that I keep opening and looping
you guys to tease you and you’re like, “What is it?” And I’m not every going to 
tell you, but you’ll find out someday. There’s a framework for that, about open 
loops.

So there you are, that is frameworks for a whole company. If you look at this, it’s
interesting, there are frameworks that are embedded inside of frameworks. So if 
you look at Expert Secrets and if I needed to do a 5 second instagram post, or I
wanted to make a 3 minute video about the framework in Expert Secrets, I would go
to the table of contents and section one of the book is how to create a mass movement.
Step two is belief through story, step three is your moral obligation, and step 
four is the funnels you use.

So there’s the frameworks, the 4 step framework for how to become an expert. I could
teach you that in 3 minutes. But if you look at this, inside of each framework, 
each of these sections of the book, there’s a whole bunch of things inside of each
section of the book. What are they called? Chapters. So if you break it up bigger,
chapter one is create your own movement. But then inside of there there’s a framework.
In create your mass movement there’s 5 steps. Number one is become the charismatic
leader. Number two the future based cause. Number three new opportunity. Number 
four, opportunity switch. There’s your framework for how to create a mass movement.

Now I keep going another step deeper. What’s the framework for the new opportunity.
I have a framework for that as well. Okay, there’s frameworks inside of frameworks,
inside of frameworks. This is what we do as entrepreneurs, as creators. We’re creating
frameworks for our people to help get them results. Do you guys understand that?
That’s our goal.

So as we are going on this journey ourselves, trying to find our voice and become
an expert, we’re going through this path, we say, “I’m trying to get this result
for myself first. I’m going through this growth. I’m trying to get the result as
I’m going through this path. I’m learning, I’m creating my own framework hypothesis.
Oh my gosh, I got a result. I have a framework, I have a proven system now to get
a result.” which is all business really is, what’s the result you’re trying to give
someone? Now I have a proven framework to get anybody this result.

So now you’ve got a framework, what do you do? Go sell stuff now? Yeah? No, not 
yet. You all failed the test. Just because you have a framework does not mean you
should start selling it or making money from it. Just because it worked for you 
does not mean it’s going to work for everybody.

I had a mistake when I first got started in this part of the business where I had
these funnels that worked in my business and I started to try and use them on other
companies, and I realized there were intricacies that I didn’t understand in my 
company versus other people’s. And it took me a while to respect that enough to 
say I gotta figure out how this works. What are the changes to make it work in a
gym versus a dentist, versus someone who’s selling physical products. You have to
figure out those changes, intricacies.

So the next step is not for you to go and start selling them. The next phase here
is for you to start working for free and serving your future dream clients. You 
know that the frameworks work for you, it got you the result, now you gotta find
out if it’s going to work for other people as well. This is where you will learn
the intricacies of your art.

So when I got started in this business, in the coaching side of this business, what
I didn’t do is set up a website or set up a funnel and be like, “Hey, I’m Russell
Brunson. I’m really cool. One time I made a bunch of money, you guys should sign
up for my coaching program.” For two reasons, number one, you sound like a jerk.
Number two, just because I made money doesn’t mean I’m going to help anybody else
make money.

So the next phase for me was like, “Well, I’m going to go work for free to see if
what I think is right, this hypothesis I have that worked for me, I’m going to see
if it works for other people.” So what I did, this is right before the whole Clickfunnels
journey took off, I met this guy named Drew Canoli. How many of you guys know Drew
Canoli in here? FitLife TV, co-owner of Organify.

I met Drew and at the time they were kind of struggling in their business a little
bit. And it’s kind of a crazy, we had a friend in mutual, and I was going through
this juicing phase in my life where I just wanted to juice everything and Drew is
like the juicing guy. So I was like, my wife and kids and I were going to Lego Land,
and Drew lives in San Diego so I was like, ‘Hey, can you introduce me to Drew? I’d
love to meet him when I’m out there.”

So our co-friend kind of connected us together and like two days later I jumped 
in my very first uber ride ever, I drove over to Drew’s house and we sat down. And
it was this awkward moment where like, we hadn’t ever talked before, we got introduced
by this other third person, it’s going to be weird. I remember knocking on his door
and he opened up, and I’m like, ‘hey, do we hug or just…” you know like the weird
internet hi, like, “hi, I’ve seen your face a lot.”

So  he let me in, and we walk in and walk into this room, his front room and I sat
down, and on the table was one of my first things we used to sell it was called 
108 Split Tests. How many of you guys have read the 108 Split Tests book. It was
sitting there and I was like, “Oh dude, you got my book.” And he’s like, “Not only
do I have your book, the creepiest thing just happened. I bought your book, like
2 days ago it showed up. I’m sitting here reading through all your split tests. 
And in my head I’m thinking, man wouldn’t it be cool if Russell Brunson could actually
come here and actually do these tests for us, because I don’t know how we are even
going to do these. And then an hour later Carl calls me and says, ‘hey, this guy
named Russell Brunson wants to meet you, he’s coming to your house.’ And now you’re
sitting here in my living room.”

I was like, “That is the weirdest, creepiest thing ever.” So I went there to hang
out with Drew and get to know him a little bit, and this is one of the first products
that they were selling at the time. And I felt like I could tell that they were 
kind of struggling. I’m like, “Hey, I’m writing this book, it’s called Dotcom Secrets,
it’s not out yet, but I’m writing this book and working on this thing and I would
love to come out and just help you guys out.” And he’s like, “What would it cost?”
I’m like, “I’ll just do it for free.” He’s like, “Why would you do that?” I’m like,‘
I don’t know, because I have no idea if it’s going to work or not. I don’t want 
to charge you. It worked for me, I think it will work for you. But I don’t, I’m 
not really sure. I love what you’re doing, I love your mission. I can help you for
free.”

And we kind of went back and forth and he’s like, “Well, what’s in it for you.” 
I’m like, “I don’t know, I’m sure if something awesome happens it will be great.
But I just want to come and work for free.”

So finally he agreed to it. I flew out there and got him and his team in a little
conference room. We didn’t have white boards, so I’m writing on the windows because
I can’t teach without doodling. We’re drawing on the windows, building a whole bunch
of stuff out. About this time they were working on a green drink, I helped them 
to kind of figure out the funnel for that, to launch it. And when this got done 
they launched Organify a little, shortly afterwards and it completely transformed
their company. They went from a struggling company to, I’m not at liberty to share
their numbers, but they are at the high 8 figures, killing it right now with Organify.

After doing that I was like, “Oh my gosh, this does work for other people.” And 
after that, Drew went and made a video telling the story, “Hey, Russell came to 
us, we were struggling, he gave us his frameworks, gave us his funnels, we launched
it and this is what happened.” I took that video, I put it up on a page, and said,“
Hey, Drew thinks I’m awesome. If you want to work with me like Drew did, apply down
below.” And that’s when I created my inner circle program that we filled up with
a hundred people, off the backs initially of this video.

That’s the key you guys. After the framework, after it works for yourself, now you
go out and work for free for other people. You find out if what you’re doing, what
you’re creating, is going to work for other people as well. This is the step, by
the way, that most people miss. They create a framework and they try to start selling
it. They’re like, ‘Oh, my funnel’s not working.” It’s like, because there’s no social
proof. I don’t know if this is actually going to work for me. It worked for you 
sure, but is it going to work for me? I’m in a different business. I do something
completely separate, does it work for me as well?

So go out there and work for free to prove that what you’re doing actually works.
And that moves us now to step number 5 and this is where you become an expert, where
you start finding your voice. I’m a huge believer that your results are your qualifications.
This is how you qualify yourself. As you guys heard earlier, I got a C in my marketing
class, so I have no marketing degree, yet we arguably run one of the biggest marketing
training companies on planet earth.  Our results are our qualifications and you 
guys are the same thing. You have to understand that. After you’ve proven for yourself,
you prove for other people. That’s your qualifications to go out there and start
creating and sharing.

Okay, so tomorrow I’m going to be talking deeper on value ladder stuff. But I want
to share, for those who don’t understand the value ladder and this concept right
now, I want to share that each step in the value ladder there are frameworks. There’s
frameworks at the bottom of the value ladder, as you start moving up.

If you look at the transition point, usually when you’re moving up the value ladder
and providing more value and charging more money, at the lower tier it’s like people
are doing the framework themselves. You give them the framework, they opt in, they
get to download it, they’re on their own. They get to do it themselves. As they 
move up the value ladder it’s like, ‘Hey, if you pay me something I’ll do it with
you.” You move up the value ladder higher, you say, “I’ll do it for you.” And even
higher, some kind of combination of both.

So let me show you guys a framework in action. How many of you guys want to see 
this whole process in action. An actual funnel that’s killing it right now inside
of Clickfunnels? So I’m going to show you guys Peng Joon’s funnel. Hopefully Peng
Joon is okay with this. He made me do a cameo for his infomercial, or his new music
video last night, so I feel like he owes me, so I’m going to show his funnel. We’re
funnel hacking, I bought it like 400 times for you guys, so he made a lot of money
on this already.

But I want to show you guys behind the scenes how Peng perfectly used this framework
in action. How many of you guys were at Funnel Hacking Live 2 years ago, or 3 years
ago when he gave his presentation on his content machine? Okay, so he came and did
a presentation for 30 minutes and that presentation became the whole foundation,
that framework he taught at Funnel Hacking Live in 30 minutes became the framework
for this entire funnel that I’m going to show you guys.

Peng’s kind of like me and he’s got ADD and he has like 500 things happening, but
if he wanted to, this and this alone could be his entire business. All based on 
one framework, so let me show you how this works.

So this is the very beginning of the framework. The framework starts as an ad, and
if you zoom in here, make it a little bigger so I can see here. If you read his 
ad it says, who here wants me to reveal my 9 step system for telling them blah, 
blah, blah. This is his framework, his 9 step system. This is the ad he runs on 
Facebook. So that’s the first step here. At first he’s got an ad on the framework.
Come here to get my 9 step system.

Someone reads the ad, they say, “Ah, that framework looks awesome. I want to get
the result he’s promised me by following this framework.” So they click on the ad
and that takes them to step number two here, which is the special offer. So Peng’s
special offer is the do it yourself, it’s a book, which literally is the transcription
of his presentation here at Funnel Hacking Live with pictures of the slides. It’s
pretty amazing.

So this is like a free plus shipping, buy this book, you can do it yourself. You
go read the thing and then you’re off on your own to do it yourself. It’s free, 
just pay shipping and handling. The bottom tier of the value ladder. A huge percentage
of people that click on the ad on this page are like, “Sweet, this book looks awesome.
I want the framework.” You order it, he shoots out the framework and they get the
framework in their hands. Do it yourself. There’s step number two there in the process.

Now after somebody buys that, now Peng immediately starts moving them up the value
ladder within the same framework. He moves to upsell number one. His first upsell
is like, “Cool, you just got the book. I’m shipping it out to you. You’re going 
to be able to read and learn how to do it yourself. But how would you like to learn
it with me? I actually created a whole entire video course, it’s way bigger than
what’s inside the book. We can sit here and we can go for the next 6 weeks and you
can do it with me. I’ll train you, you’ll listen, you go and implement it, and we
go back and forth, back and forth, back and forth.” It’s a done for you thing.

So the upsell is the same framework, but he shifted from do it yourself to I’m going
to do it with you. And this is the first one, so I think he sells this for $297,
I believe. So that’s upsell number one.

Now he moves to upsell number two, which by the way is the same framework, he’s 
just moving it up the value ladder. So upsell number two now he says, “Okay, you
bought the book, how would you like for my team to just do it for you? We could 
create all the ads and the banners, and all the content things you need and every
single month we’re going to ship you out, excuse me, every month we’ll give you 
a whole bunch of things you can download and we’ll do this whole process for you.
You just plug your videos in and we’ve got it all done for you.” This one is, what
does he charge for it? $897 a year or $97 a month.

So he’s taking that same framework, the framework didn’t shift, it’s still the framework
for how to get more people on video, but he’s shifting how it’s fulfilled and how
it’s done for you, I’ll just do it for you, and he charges almost a thousand bucks
for that. That’s upsell number two.

And then on the thank you page, he has the webinar, where you come and register 
for the webinar and the webinar is the combination where he sells a $3000 version
where they do even more for you, and it’s a combination of doing done for you, done
with you and a bunch of other things like that. And that moves it through.

But that’s one framework that Peng created. This framework, this funnel does really,
really well. But I want you to understand that if this was his only business, it
could be. This alone is a Two Comma Club business by itself, if he just focuses 
on that alone. From one framework.

How many of you guys think that you could develop a framework to show people how
to get the result in the whatever business it is that you actually do? It’s not 
that difficult. It’s understanding that these frameworks, that’s what they are. 
Most of the offers we’re creating are based on some type of framework. So we have
to become really, really, really good at creating frameworks.

I want you to pause for a second and look back in time at everything you’ve experienced
with me before you got here today. The reason why you’re in this room is because
somewhere along the line you saw a framework and clicked on it. And somewhere along
the line, you opted in for a framework, some of you bought a framework and then 
you went through the thing. And you guys are here today. This entire event is a 
framework, a framework to help you guys get into the two comma club. That’s the 
whole goal of this event. How do we train people and educated them to get them into
a spot where they can get the award onstage with us two days from now? That’s the
whole framework that we built this whole event around.

People ask me every single year, “Russell, I want to speak at Funnel Hacking Live.
I want to speak at Funnel Hacking Live.” I’m like, ‘You don’t understand, I don’t
take speakers. I build a framework and I find out who’s the best speaker for each
step of the framework.” That’s how we orchestrate this entire event.

You will notice as you go through, every single speaker who gets on this stage will
have a framework for something. They all have received some kind of result, and 
they will give you their framework for that result. Here’s what you do, step one,
step two, step three, step four. So I want you guys looking through all these presentations
through that lens of like, ‘What’s the framework? What’s the frame we’re going to
get? I have the process. I have it now and I can go back and implement it.”

That’s one lens, but the other thing I want you guys through as you start seeing
this, and seeing how I teach my frameworks, and how other people teach their frameworks,
understanding that this is the business that we’re in. I don’t care if you’re a 
dentist, a chiropractor, a supplement, selling a physical product, selling info,
coaching, consulting. Whatever it is, if you can understand how to package things
into frameworks, now you’ve got sexy ads. Now you’ve got amazing opt ins. Now you’ve
got all the things you need to generate leads to get people coming into your world.
You have a proprietary thing that’s unique to you, versus everybody else. Especially
if you’re selling a commodity. Especially if you’re a local business where there’s
500 other people doing exactly what you’re doin gin your home town.

If you start developing your own frameworks, your own proprietary process that’s
different, now you’ve got an advantage over everybody else. So this is the process
of going from growth to contribution. We go from the dreamer to the reporter, to
the framework creator, to the servant, to our expert and our guide. So that’s the
framework about how to find your voice. Did you guys like that?