# Tony’s Frameworks From 10 Years Ago and Now

- Link: https://jarvislegacy.com/podcast/tonys-frameworks-from-10-years-ago-and-now/
- Published: 2020-12-14T09:00:00-07:00
- Author: anchorwave

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Tony's Frameworks From 10 Years Ago and Now

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After doing UPW Virtual, it was really interesting to notice Tony’s use of his frameworks.

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—Transcript—

Hey, what’s up everybody. This is Russell Brunson. Welcome back to the Marketing
Secrets podcast. So today I want to talk about a whole bunch of cool stuff. I want
to talk about Tony Robbins, UPW frameworks, teaching, stories, the one chip challenge,
and a whole bunch more.

Hey everyone, I hope you guys are awesome. So I’m recording this as Tony Robbins
is about to start day number two of Unleash the Power Within, and those who don’t
know the story about Unleash the Power Within, is Tony’s big flagship event that
I’ve been to twice by myself, Collette’s been to it twice, and I was excited someday
to take my kids to it, but we haven’t been able to because of the coronavirus, so
they’re doing virtual and the live event, you have a chance to walk across fire,
but at the virtual one, they don’t obviously have the fire walk. So that’s kind 
of sad, but we got to do breaking boards. So that’s what’s happening today. That’s
kind of where in the timeline of the world I’m at.

But first I want to tell you guys about something horrible that I experienced. So
some of the best marketing ever, but probably one the worst experiences of my life.
One of my friends called me up, one of my trainers, and he said, “Hey, do you want
to do the one chip challenge?” I’m like, “What’s that?” He’s like, “It’s this chip
that comes in a box that looks like a coffin, and it’s the hottest chip in the world
and you try to eat it.” And I was like, “Heck yeah!” And so he bought them for me
and for Dave and for our kids and for everyone. So they, actually the night before
UPW, they all came over and we did the one chip challenge.

And so you throw this chip in your mouth, you chew it up, and then you try to see
how long you can not drink water for. So of the four people that did it, I wussed
out the fastest. I was in less, I think it was a minute 30 when I was about to die
and I had to get water, but it burned for the next, it burned bad for like 30 minutes.
Dave made it for 10 minutes without taking any water. Jackson did it for the longest.
He was a little over 10 minutes. Dallin, my son, he did it like three minutes. So
I was by far the worst and it hurt so bad, but what was even worse, is not only 
did it hurt going in, after it was in my body, it hurt so bad for probably 45 minutes
or so I was going to die, and then I went into the bathroom and I puked probably
about 20 times, which was the greatest gift in the world. It felt so good to get
it out of me.

Anyway. So, but it was amazing marketing. Think about this. So one chip for eight
bucks comes in a coffin. It’s this big contest, this viral thing where everyone 
tries to do it. They post their pictures and their videos online and it’s this horrible,
horrible experience. And then on the backside of it, they sell their bags of chips,
which are hot and not as hot as the crazy ones.

So anyway, I had a chance to participate in that and it was horrible, but we survived
it and the next day was UPW and I was so excited because when I first went you to
UPW, my twins were probably three years old. I remember thinking someday when they’re
teenagers, I want to bring them to it and have them experience this because imagine
how different your life would be if you experienced this up front. It’s funny because
in your head, you get this picture what it’s going to look like, and your kid’s 
going to be there taking notes and loving it, and the actual reality… So yesterday
was a 15 hour day and I got to give it to them, they lasted for six hours. Six hours
of them watching it and then you could tell, it was pretty tough and they were ready
to be done.

So they, we let them leave, and then they came back, we did the board break with
them that night, which was really fun. And then I think today they’re taking off.
So, but they got some of it in, but it’s just one of those things where in your 
head, you have this visualization of what it’s going to look like and how amazing
it’s going to be and how excited. Anyway, one of those things I was a little frustrated
last night because I’m just like, “Oh, I wanted my kids to experience this,” and
they kind of experienced a little bit of it, but anyway, maybe they’re not old enough
yet. Maybe, I don’t know. It’s hard.

Being a parent is hard because you have these things in your mind that you want 
to do for your kids. You want them to experience. You want to help them, all these
things. Like, “If I could, if someone had given me this and this and this, these
tools ahead of time, I’d be so much more successful today,” and it’s tough when…
I don’t know. I’d probably have been the same way when I was their age. So anyway,
someday maybe when they’re 30, they’re going to listen to this podcast episode, 
and be like, “Oh my dad actually did really care about me. He wasn’t just frustrated.
He really wanted me to learn something.” Oh, anyway.

All right. So let me change subjects, not subjects, but the reason I wanted to do
this podcast. So I’ve talked a lot about creating your own frameworks. Talked a 
lot about telling stories, about teaching, all sorts of stuff like that. So yesterday
was really fun. As UPW started, I took out my notebook and as Tony was teaching,
and he taught 15 hours yesterday, so it was a long session, right? But as he was
teaching, I noticed he started teaching different frameworks. And so as he started
teaching each framework, I started writing them down and from yesterday alone, I
probably missed some, but I got one, two, three, four, five, six, seven, eight, 
nine, 10, 11, 12, 13. 13 frameworks that Tony taught in 15 hours.

So basically he was averaging one framework per hour. And if you watch Tony, he 
gets up there with no notes, no slides, no nothing. He just starts teaching. And
then when he starts into a framework, his team will throw up slides and the slides
are usually like, they have a title, right? So the first framework he talked about
was the three levels of mastery, and it’s like, “One, two, three.” That’s his framework.
So he starts getting close to the three levels of mastery, his team throws up the
slides, and he’s got part one, or step one, step two, step three. If you notice 
the way he teaches, he’s got a story for each thing. Story for step one, story for
step two, story for step three. So he tells all the stories around this framework,
it takes like, an hour.

They shift to the second framework, which the second one was the three mandates 
to leadership. And as he starts getting into that topic that his team throws the
slides up, it’s got three mandates, one, two and three. So he teaches number one,
tells a story about it. Teaches number two, tells a story. Teaches number three,
tells a story, boom, you’re an hour in. Then he’s like, “Next framework, success
cycle,” right? He never calls them frameworks. But if you watch what he’s doing,
that’s all he’s literally doing. He’s just, he has a framework that he throws up
and he tells a bunch of stories to teach the concept of the framework.

So here’s the frameworks I got yesterday. And again, I may have missed some, but
the three levels of mastery, the three mandates of leadership, the success cycle,
the three decisions that change your life, the three patterns of fear or focus and
meaning, the two primary fears, the three ways to grow a business, the two master
skills, three forces of creation, the three chunks of practical psychology, the 
three things that cause suffering, the triad, the three molders of meaning, and 
the six human needs. Okay?

So those are all the frameworks he taught on day number one at UPW. Tony has taught
UPW, I don’t know, four or five, six times a year, every year for like, 40 years.
And so what’s interesting is that I went to UPW the first time, 12 or 13 years ago,
and guess what’s interesting? These were the same frameworks he taught then. Most
of the stories were the same stories, okay? So Tony can go to UPW and I’m sure he
plans and prepares, but he doesn’t really have to. He just shows up. He’s like, “
Hey, here’s my,” what’d I say? “My 15 frameworks, I’m going to be teaching on day
number one.”

And so he gets up there, welcomes everybody, starts telling stories. And then he’s
like, “Hey, I know the very first one’s going to be three levels of mastery.” So
he starts talking about mastery, team pops up the slides, he sees the thing, “Oh,
three levels of mastery, step number one,” teaches the thing. Step number two, tell
the story. Number three, he tells the story. Okay. And then goes to the next one,
and the next one. He’s just got a process, and he goes through all these frameworks
and that’s day number one at UPW, right?

And day number two, I haven’t taken notes yet, but I’m sure day number two’s the
same thing. Here’s the 22 frameworks we’re covering. Day three, here’s the 13 frameworks
we’re covering. Day number four, here’s the 12 frameworks we’re covering, right?
It’s just these frameworks. And then how do you do it for 15 hours? You just tell
stories in every single step of the framework. Okay.

And notice these frameworks aren’t insanely complex, right? I think sometimes people
hear me talk about frameworks and they’re like, “Russell, your Perfect Webinar is
intense.” I’m like, “Yeah, I know I had to write a whole book to explain it.” Your
Expert Secrets book is my whole framework on the Perfect Webinar, right? But it’s
like, you don’t have to have complex frameworks. Listen to Tony’s. The three levels
of mastery, the three mandates of leadership, the three decisions to change your
life, the three patterns of focus, the two primary fears, the three ways to grow
a business, the two masters skills, they’re all a thing. They’re all finite. There
are three things, two things. The biggest one is the six human needs, which is the
six things. Everything else is either three or two steps, right? But each of them
are a framework.

And then as he teaches them, again, it’s not this huge complex thing. It’s like,“
Here’s the framework. The three levels of mastery, step number one,” right? Says
what it is. Number two, tells the story. It helps illustrate his point, and then
probably shared a success story to tie it back in, right? It’s very similar to my
framework and how to teach the framework, right? And so you look at that, this is
the concept. This is what he does. If you guys are like, “How does Tony Robbins 
teach a 50 hour seminar in a weekend?” This is it. He wrote down probably 50 frameworks,
and he breaks down over four days. “How does he teach A Date with Destiny? His second
one that’s five days?” Okay, it’s the next set of frameworks. “How does he teach
life mastery?” It’s the next set of frameworks. “How does he’s business mastery?”
It’s his business frameworks. “How’s he teach wealth mastery?” It’s his investing
frameworks. “How does he teach?” Right? That’s it.

And so for you guys, I hope you’re starting to get this, right? We keep talking 
about this. What are your frameworks? You need to start creating your frameworks
and give them proprietary names, right? So you create your framework for losing 
weight, for making money, for being successful, for running faster, for jumping 
higher, for whatever, just start creating frameworks, right? And again, they’re 
not super complex, right? The two primary fears, that’s a framework. The three ways
to grow a business, that’s a framework, the two master skills, that’s a framework,
right?

Do you have two master skills of jumping? The two master skills of stock investing,
the two master skills of how to get bigger biceps, the two master skills of getting
your calf bigger? I don’t know, whatever it is. You’ve just got to create your frameworks,
right? If you dive deep into the Perfect Webinar script, all I do is the Perfect
Webinar is number one, you tell your origin story about how you discovered the framework.
Then secret number one, you reveal the first framework, right? Which is your framework
about the vehicle.

So for me, my first framework is funnel hacking, right? So there’s my funnel hacking
framework. And then secret number two is your framework for the internal fear. So
my framework for internal fears is called funnel cloning. If you’re scared of making
a funnel, let me show you a clone inside of Click Funnels, and there’s my framework
for that, right? And number three is my external framework. So for me, the external
framework is how to get traffic. So the title of my third framework is my number
one traffic hack, right? And there’s a framework for my number one traffic hacking.“
Well how do you do it?” Step number one, you go to similarweb.com. Step number two,
you type in your domain url. Step number three, you see all the websites that are
driving traffic. Step number four, you might have some the same, on the same websites,
right?

Anyway, I’m going fast for those who are in my world. If you’re new to my world,
you probably, “What is he talking about?” If you go watch my webinar, you can see
my webinar. My webinar is literally just me teaching my frameworks with one minute
change, and then the minute change is that we pull out one step of how we teach 
them. Anyway, ah, that’s a whole podcast for another day. I’m not going to go into
that.

But if you are excited about that, depending on when you get, because I’m not sure
when this episode will be going live, but during black Friday this year, we are 
relaunching perfectwebinarsecrets.com, and I just recorded a two hour training on
how I do my webinars showing this concept of how we weave the frameworks in. So 
if you want to go deeper and you want to understand how to use this for webinars,
go to perfectwebinarsecrets.com after Thanksgiving 2020. So whenever, depending 
when you’re listening to it, you can get there, it’s going to be seven bucks and
it’s super cheap and amazing. But anyway, I digress.

I wanted to share this with you guys because this is the secret to being a teacher,
a guru, an expert, whatever you want to call it, is developing your own frameworks,
giving them a proprietary name so it becomes your framework, right? And then learning
how to teach them, and teaching’s literally here’s the three steps. Let me tell 
you a story about step number, story about number two, story about number three.
So it ingrains into their brains and their understanding, and then they have that
tool, that framework, they can then look back on and use over and over again.

I still remember the very first UPW I went to 10, 12, however many years ago it 
was, but I remember going through all this and I didn’t realize he was doing it 
and understanding their frameworks, but there were a couple that really had a big
impact on me. The ones that had the biggest impact on me, the three mandates of 
leadership. I still remember that one to this day because it was like, “Step number
one is look at things as they are not worse than they are. Step number two, look
at things better than they are. Step number three, work to make them that way,” 
right? That’s the three mandates of leadership.

I learned that 12 years ago. And I still remember it to this day, because that framework,
the way he told the stories, whatever it was, integrated in my brain, and I could
recycle that 12 years later because I remembered it. I don’t remember all the frameworks,
but that one meant something to me. The other one was the triad, the three molders
of meaning. I’ve taught that one a ton of times, because that was one that had such
a big, profound impact on me. When he taught it, I remember the stories whatever
resonated with me, was like how to get into state. And I remember I’ve used that
every day of my life since then, right? It was such a powerful framework.

And the third one that still to this day is a part of my favorite of all the Tony’s
teachings is the six human needs. That one had such a profound impact on me. And
it was funny, I watched the video last night of him reteaching it, and I was like,“
I’ve taught this so many times now,” because it had such a profound impact on me,
but I’ve all of these are frameworks, those were the three that stuck with me, that
became part of me, right? And that’s what I think all of us teachers want. We want
to be able to teach stuff that becomes part of our students, that they understand
it, they learn it, they integrate it, it becomes part of them.

And so for UPW, for me, I went through his whole thing and those three stuck with
me for a decade now, and this time going through it again, I’m like, “Oh yeah, that’s
a cool one. Ah, I don’t remember that one. Oh yeah, I forgot about that one,” and
those things keep coming back. Okay? But for you, it’s just creating these frameworks,
and sometimes you’re like, “I got to create new frameworks, new frameworks.” Tony
hasn’t been creating new frameworks. These are the frameworks, literally these are
the same frameworks. If I went back to my notebook from 12 years ago, the first 
UPW I went to, these were the same ones taught then, exact same ones, nothing different,
right? Some of the stories might be a little different, but most of them weren’t.

In fact, it was funny, there’s this one story he tells and Collette’s like, “Oh,
this is the red square story,” and I was like, “What?” And then all of a sudden 
he gets into it and I was like, “Oh yeah, I remember that story.” And yeah, it’s
the same story from 15 years ago, right? And so it becomes really, really cool when
you start looking at it that way, right? If you think about it, it’s like… Like 
my Two Comma Club LIVE event or any of the events that I’ve done consistently, I
could show up and teach them without any advanced notice needed, right? I have my
frameworks, I know the stories. I just teach them, and I’m good to go.

In fact, if you look at most of the stuff I do nowadays, it’s interesting because
like the dotcom secrets book, like I was on the road teaching those principles for
a decade before I wrote the book, right? And so the value ladder’s one of my frameworks,
and all these things are my frameworks that I taught forever and I know the stories
behind them. I know what stories I’m going to tell. When I tell the value ladder
framework, I still tell the same story about my dentist and getting a postcard and
showing up and getting my teeth cleaned. And he’s like, “Ah, your teeth are yellow,”
And, “Do you drink coffee?” “No, I don’t.” Oh, learn about tooth whitening. I know
the stories, right? I tell them so many times over and over and over and over again.
So I can show up and say, “Hey, the framework someone needs is the value ladder,
and what story am I going to tell?” And I just pull it out of my pocket because 
I’ve told that story a million times. I know exactly where it goes, how it fits 
and it’s easy, right?

So that’s the key. I did a podcast a couple of weeks ago that was kind of another
distinction on top of this. We talked about publishing and for years I told everyone
you’ve got to publish every single day for a year and you’ll be successful. And 
the big realization that I got from Dave Woodward, actually his son Parker, was 
that it’s not just publishing to publish, it’s publishing around your framework,
right? You’re telling stories and showing examples, and you’re talking about the
practical examples of your framework. So if you guys are misunderstanding that, 
you got to create these frameworks, and these frameworks become the foundation of
everything. It’s the foundation of your content, the foundation of your courses,
your seminars, your events, your products, your YouTube videos. These things get
weaved in and out over and over and over and over and over again.

And so anyway, I just wanted to kind of, I don’t know, just keep drilling deep on
this. What are your frameworks? Start developing them and start watching as you 
go and you start learning from other people. Take notes. Again, I just, all my notes
this time, were just writing down the names of Tony’s frameworks. I just wanted 
to see them written out, right? And so when you watch me teach, or Tony, or anyone
who’s an amazing teacher, go watch and notice, and notice how they use their frameworks
over and over and over and over again.

Anyway, I hope that helps. With that said it’s time. It’s time to end this podcast,
and for you guys to go sit down and figure out a framework. Make one that’s easy,
go make one right now. Again at Two Comma Club LIVE, I have everyone go and make
a framework for how to make a peanut butter and jelly sandwich, right. Which is 
a fun one. But what could be your framework? Make a framework on how to eat a hot
chip, right? How to win the one chip challenge. Or make a framework on, again, whatever
your product, your service is, pick something and it doesn’t have to be hard, right?
Just pick something, title it, give it its own proprietary name, where it’s your
name, have it be the three steps of whatever. The three levels of whatever. The 
three mandates of, the three decisions blank, the three patterns of, the two primary,
the three ways to, the two master of something, the three, four…

Anyway, just make it, and then start teaching it, and start talking about it, start
sharing it. Start figuring out what stories you can tell to make that framework 
stick in people’s minds better and be able to bring back and remember it and recall
it so they can actually use it and integrate into their own lives. Anyway, I hope
that helps and gives you guys a glimpse of how Tony teaches, how I teach, and how
the greats all do it. Thanks so much, guys. I appreciate you all for listening and
we’ll talk to you soon.