# Your Secret Framework

- Link: https://jarvislegacy.com/podcast/your-secret-framework/
- Published: 2019-06-12T08:00:00-07:00
- Author: anchorwave

![Jarvis](https://jarvislegacy.com/wp-content/plugins/seriously-simple-podcasting/
assets/images/no-album-art.png "Jarvis")

 Jarvis

Your Secret Framework

![Loading](https://jarvislegacy.com/wp-content/plugins/seriously-simple-podcasting/
assets/css/images/player/images/icon-loader.svg)

 00:00 /

RSS Feed

 Share

 Link

 Embed

[Download file](https://jarvislegacy.com/podcast-download/3665/your-secret-framework?ref=download)
| [Play in new window](https://jarvislegacy.com/podcast-download/3665/your-secret-framework?ref=new_window)

The process I use to write books, create courses, teach seminars, and to grow Clickfunnels.

On this episode Russell takes a break from his family vacation on Lake Powell to
talk about why having a framework is so important. Here are some of the amazing 
things you will hear in today’s episode:

 * What a framework is and how it can help you teach a concept in just an hour or
   even a three day event.
 * How having a framework can help you figure out what it is you are teaching or
   selling.
 * And why a framework is how Clickfunnels beats its competitors.

So listen here to find out how Russell uses frameworks in his business.

—Transcript—

What’s up everybody? This is Russell Brunson, welcome back to the Marketing Secrets
podcast. This episode I am streaming to you from my family vacation as I am walking
around the beach here at Lake Powell.

Hello everybody, welcome back. Alright, I hope you guys are all having a great summer
time right now. I’m sure it’s summer if you’re listening live, and if you’re listening
on replay it could be the middle of winter for you right now, but just imagine being
on a beach in 100 degree weather, boating, jet skiing, tubing, water skiing, knee
boarding, all the stuff. That’s what’s happening here and we’re having a good time
with the family.

But for any of you guys who know me, you also know that I struggle at vacations,
because my mind is going crazy wanting to move forward and have momentum and a vacation
is literally the opposite of momentum. It’s like, let’s stop everything and just
sit and be. And it’s good for me, it’s good for everybody, but it is definitely 
hard for most entrepreneurial minds. So if you are struggling on vacation, maybe
you’re listening to this during your vacation. I see you, I understand you, I get
it.

Anyway, I’m enjoying my family, they are the coolest. My kids are fun ages. We’ve
got teenagers who I want to beat up some days, I’ve got little kids who I love, 
and I got little, little kids who just won’t sleep. So you know, you get a little
bit of all those things. But they’re so cool. And it’s just fun to be able to have
summer with them. I don’t think I have too many more before my twin boys are gone,
then it starts, they all start leaving again. It’s crazy to think about.

Anyway, but I’m here and I’m trying to focus on the family. Between the breaks I’m
reading books, I’m reading Dave Gogin’s book right now, which is so good if you 
want a book to pump you up about life and about everything. I’m also writing the
traffic secrets book right now, which is fun as well. And as I’m writing the traffic
secrets book I’m kind of noticing something cool. And I wanted, that’s what I wanted
to jump on an share with you right now.

It’s something that I don’t know if I, like no one ever sat down and taught me this,
but I kind of picked up along the way and started doing it and people would start
pointing it out to me and I was like, “Oh, that’s fascinating.” So instead of you
guys trying to figure it out, I’m just going to give you a short cut and tell you
what people point out to me, that’s really cool.

So as I’m writing the traffic secrets book, if you look at how I do it, each chapter
I sit down and I’m like, I don’t call it this but in my head I’m thinking, what’s
the framework from this chapter? For me, it’s the doodle, what’s the doodle that
explains this whole chapter? So I sit down and I look at this paper and I keep thinking
until I sit there until I can doodle out an image that’s like, this is the concept
I want to illustrate during this chapter.

So I doodle out this image and then I sit down and I write the chapter. What I’m
doing is I’m creating the framework for that chapter. And the same thing with the
Dotcom Secrets book. People loved that book and I didn’t think, it wasn’t a conscious
thought at the time, but I was doodling out these images and then explaining the
doodles. And that’s kind of what the whole Dotcom Secrets book was.

Expert Secrets was, I was taking this framework, which was my perfect webinar, and
obviously I did a lot more than that, I talked about a lot of other things in the
book. But half the book is basically the perfect webinar framework and me going 
through it. Me going through it slide by slide by slide and explaining the whole
concept.

It’s funny, probably two years ago I was at a little small mastermind group with
Brendan Burchard and he was teaching this concept called the seven day launch, which
he actually taught at funnel hacking live this year. So for those of you guys who
were there, you had a chance to see this. But he stood up and he drew this diagram,
and then he started teaching from it. And I remember as he was teaching, he would
talk about something for a while then come back to the diagram and talk about the
next step of it. He’d kind of go back and forth, back and forth.

And people kept asking questions and I think somebody apologized and said, “Oh I’m
sorry. I didn’t mean to throw you off.” And he’s like, “No, no, no. You all know
this, as a teacher your framework is your savior. Your framework, you always come
back to the framework. I have this framework and I can teach it in 5 minutes. I 
can use the framework and teach it in 3 hours. I have the framework that is the 
whole thing.”

I remember when he said that I was like, “Oh my gosh, how cool is that?” Because
I could do the same thing with my perfect webinar framework. I could sit down and
I could explain it in 5 minutes to somebody or I could do a three day event teaching
it. Because how deep and detailed stories you want to go and reinforce parts of 
the framework. But the framework is the same, it doesn’t deviate, doesn’t change.

I’m working right now also on this event I’m doing for the families inside of Two
Comma Club X coaching program and it’s called the Unlock the Secrets Event. And 
that’s what I’m doing right now, building out the framework for each session. Like
this session this is the framework I’m going to teach, I’m going to explain. So 
I build out the framework and then I come back and I’m going to teach those pieces
of it. Anyway, it’s fun and it makes it easier to teach.

Framework for me, usually my doodles, you guys have all seen those before if you
follow me at all. But other people it’s different things, but there’s some kind 
of framework that guides your teaching. So it’s interesting, if someone asked me,“
Hey do you want to come speak at this event?” I’m like, “What do you want a talk
on?” and they’re like, “This topic.” And I think, okay. I’ll sit down and on the
flight over I’ll doodle out the framework of how I would explain that topic and 
then I come and I’m like, “Here’s the framework.” And I stand in front and I could
teach it for an hour, I could teach it for three hours. I could do the whole event
for three days if I needed to because you know, the framework is your savior. You
could keep coming back to that thing, you could get stuck or whatever, you’re just
plugging in stories or examples and case studies into that framework.

So anyway, that’s kind of the concept. The reason why I wanted to share that with
you guys today is because I know a lot of you guys, especially those who are in 
the info business, you’re trying to figure out how to teach your stuff. And I think
a lot of times we learn, we say a bunch of things and we’re trying to teach it back,
and we’re like, ‘This is hard.” We’re trying to create a course or write a book 
or whatever, and it’s difficult.

So what I would recommend doing is you gotta create a framework. So sit down and
say Module one, or chapter one, or day one, or event session one, or whatever it
is. What’s the concept I want to teach? And trying to like, again, it doesn’t have
to be a doodle like mine but some kind of sketch or mind map or something. Like 
here’s the framework of this session. And that becomes the framework and then all
you’r edoing is you go back and teach that. And then as you’re looking at it, you’re
like, “Okay, do I have a story for this session of the framework? Do I have a story
for this? Do I have an example for this?” and you start plugging in those details
and that’s how you build this full, beautiful, amazing tapestry that becomes whatever
it is you’re teaching.

So that’s the first thing. Second thing I’d say is after you create this framework,
and typically my frameworks aren’t like, ‘Here’s Russell off the top of his head.”
I’ve studied you know a thousand people and from there, you know, I talk about a
perfect webinar, I try to give credit for everything I’ve learned. I learned this
piece from so and so, and this piece and this piece…. And from that I’ve created
this framework that’s my framework that I use. I’m going to give you the framework
and I’m going to call it something and I call this framework the perfect webinar.
Now I give it a name and now it’s mine.

So for you, the same thing. As you’re becoming a creator, and again, I never steal
anything from anybody else, that’s bad. Especially if you’re, what do they say? 
If you’re quoting source, you’re stealing, but if you quote a bunch of sources, 
it’s called research. So it’s like that. Take all your life experiences from all
the people you learned stuff from and combine that into your own framework, your
own system, your own thing you can teach people, give it a name, (This is my perfect
webinar, this is my whatever), you give it the name and now it becomes your own.

And then I would say, always give credit where credit is due. I try to always give
credit to everybody I learned each of the pieces from. And that will go a lot longer
than you will ever imagine. So make sure you do that as well.

So anyway, that’s kind of what I wanted to share with you guys, that concept. Because
it’s making, it makes all the content creation I do easy and simple and possible.
It makes it easy for people to remember and recall and be like, ‘Oh yeah, here’s
the framework.” And they can recall the stories and imagery and concepts you taught
very, very fast and very rapidly. Whereas if you step up and just start teaching
it from an outline, it gets really hard for people to recall, to remember, to retain,
to use because there’s no framework.

So all of your teaching, all of your coaching, all of your stuff should be built
off that exact framework. And you’re maybe thinking, “Russell, I’m selling physical
products. I don’t have a framework.” I would say, then you should make one. People
buying physical products, they want a result. So I would come back and say, “What’s
the result they’re looking for, and what’s the framework.” My product is a piece
of that framework. Clickfunnels is a piece of the framework for the result you guys
are trying to get. You guys are trying to make more money, have more impact, so 
the actual product I sell, which is Clickfunnels is a piece of that framework. But
there’s all these ancillary things around it that make the experience more full 
and it gives me something to teach and to talk and to train and to coach on, which
now makes our company flourish.

It always makes me laugh when people are like, “Well, this won’t work for my type
of business, Russell, because I’m a blah.” I always smile because literally 5 years
ago everyone told me, “This won’t work for a software business.” And then we proved
it and they’re like, “Well, it works for software, but no other business.” I’m like,
are you kidding me? Part of me wants to create an ecommerce company or a food company,
or become a chiropractor or something just so I can prove this literally works with
every model, everything, you just have to think outside of the box.

So anyway, whatever it is you are doing, look at it, plug it in, create your framework
and remember what you do is probably a piece of that framework, all the stuff around
it is what makes you special. So it will make people drive past 30 other chiropractors
to get to you. Or you know, fly past 14 other financial planners to fly to your 
city to work with you because you have a full framework, not just the one thing.

It’s the reason people use Clickfunnels versus any of our competitors. Because we
have a piece, but we have the whole framework around it that gives you the education,
the training, the systems that make everything else possible.

Anyway, that’s all I got for today. I hope you guys are having a great vacation,
great summer. I’m going to head back and have lunch with my kids and then try to
focus on being present as a father. And I appreciate you guys letting me have this
little release because I need that. I need to think and create and produce and publish
and put out so I can get back to being a normal human once again. So my entrepreneurial
mind has been stimulated. Thank you for the conversation. I appreciate you all, 
have an amazing day and I’ll talk to you all again soon. Bye everybody.