Think Different Theory

Capitalism, Russel Brunson, FHL, and the Dream 100

WHAT IS THIS EPISODE ABOUT?

Capitalism, Russell Brunson, FHL, Mindset & Personal Development, And The Dream 100 Strategy.

In this episode, I sit down with the Capitalist Pig himself, Mr. Steve Larsen, and we unveil all the secrets.

Steve is one of my closest friends in business, and someone I have immense amounts of respect for. We talk insider stories of Steve’s plans, how we overcame what was holding us back, how I dream 100ed Steve Larsen, and how I’m dream 100ing Russell Brunson. Like this episode? Subscribe and share it with a friend!

WHERE CAN I LEARN MORE?

Be sure to follow me on the below platforms:

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WHEN DID IT AIR?

February 4th, 2020

EPISODE LINKS:

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You can find the transcripts and more at www.thinkdifferenttheory.com/171

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EPISODE TRANSCRIPT:

Disclaimer: The Transcript Is Auto-Generated And May Contain Spelling And Grammar Errors

Josh (00:00:00):
What’s up everybody. Welcome back to another episode of Think Different Theory. My name is Josh Forti, and guys, my next guest, I feel like… I feel like I don’t even need to introduce him. And, I always get… I was get stuck on this, right? Cause I like, I go through, and I think of all these cool epic intros, and I think of all these cool things I could say for all of my different guests on here. And then I click on Joe Rogan’s podcast and he goes, “Three, two, one. We’re live. How are you doing?” And I’m like, “Am I overthinking this entire thing? So, without further ado, we’re going to just bring him on. Guys, the man, the myth, the legend himself. Mr. Steve Larsen. Welcome to Think Different Theory. Thank you so much for being here. Season two.

Steve (00:00:43):
Yeah, I’m excited. Thanks so much for having me. First interview. This is super awesome.

Josh (00:00:47):
Yeah, man. Okay. So, let’s just dive into it, man. Funnel Hacking Live, last week?

Steve (00:00:52):
Yeah. It was a lot of fun.

Josh (00:00:52):
How… Dude. You got to speak on stage. How many times have you spoken on stage now?

Steve (00:00:57):
How many?

Josh (00:00:58):
Yeah. At… at Funnel Hacking Live. Has it been three years in a row?

Steve (00:01:02):
Three… three years. Three years. Yeah. The first year wasn’t like an official speech, it was part of Russell’s pitch. So, I guess, technically twice as a speaker, you know…

Josh (00:01:12):
As a speaker. And you were not announced this year. How does…? Okay. So how does Russell go about asking you. Cause like you’re homeys. So is it just like, “Yo Steve, I want you to speak on stage” over a Voxer message, or does he actually like go through, and make it a deal, or like, how does that go down?

Steve (00:01:26):
He will say things like, I don’t know, cause he… One of the challenges I know he has to work and deal with, which is totally understandable, is he teaches his audience his scripts, so then when he goes and does the scripts, the audience knows what he’s doing, you know, so he’s trying to keep things fresh. So, this year, you know, he decided to do the whole screen splitting thing, funnel flicks, sitting on the couch, and he’s like, “Hey man. I found a cool way to put you into the pitch again here, but you can’t tell anyone you’re speaking. And I was like, “Crap, that’s like half the fun.”

Josh (00:01:58):
Yeah. The bill…

Steve (00:02:00):
Yeah. Right? But, it’s super hard, cause then he went and did the same thing with Frank Kern, you know, with… with a lot of people, and…

Josh (00:02:07):
Do you know Frank?

Steve (00:02:11):
Oh yeah. Yeah, yeah.

Josh (00:02:13):
Okay.

Steve (00:02:13):
It was cool. He recognize my shirt when I walked up.

Josh (00:02:15):
That’s cool.

Steve (00:02:16):
He goes like, “You’re like that guy.” And I was like, “Eeeeh.”

Josh (00:02:20):
Well, how did… Let’s talk about that man. So, I’m building a brand here, and there’s so much stuff I want to talk to you about man. Like I feel like we could just go on for hours, and hours, and hours. One of the things that you have killed it with, is the swag. And like, Russell’s killed it with it too, cause we’re at Funnel Hacking Live, and everybody’s got it. And I get it. You’re at an event. He gives out the shirts or whatever. But dude, I saw almost as many capitalists pink shirts and hats at that event, that I as I did Funnel Hacking Live. And I… and I know that’s not an accident. Right? Like I know you’re smart, but like how do you work that in so well, because, one of the things I noticed about… one of the things that you said was, “I am not in the clothing industry.” Right? I am not a tshirt company. And I’m like, “You sell more product than most companies do.” At least to that audience. How did you… How did you integrate it so well? I assume… I assume that has to do more with the messaging and the meaning behind it than it actually does the quality of the shirt, or anything like that, but like, how… how did you pull that off?

Steve (00:03:19):
I mean I was wanting the quote of the shirts and things like that to be nice, but yeah, you’re right. It has almost nothing to do with that. Um, it was honestly going back to when I was studying to become an officer in the army. And I had a, and I mean I told you this story, but I guess everybody else, you know, I was, I was becoming, I was trying to become an officer. And um, we as a whole semester where we just studied Wars and lots and lots of Wars.

Steve (00:03:41):
And I was have to caveat this cause every time I tell, anytime I’ve told this, there’s always some historian, he was like, did you, you know, trying to fact check me. So just hear the principal. Everybody all right, just see the principal. Don’t try and fact check me too much on this here. But we started studying all these battles and all these Wars and why they started and the politics behind them and the cultures behind them and all this, it was really fascinating, which is what you really have to do to understand history. You can’t just study one part of it. So this semester ends, we are finishing studying these Wars and these battle tactics and maneuvers commanders made and all this stuff. And this guy who’s just one of the most brilliant people I’ve ever met. He sits back and he just makes us kinda off the hand comment.

Steve (00:04:23):
He goes, you know, it’s just so funny. You know, he had been doing it for years and for a very long time. And he goes, it’s so funny. Wars just don’t really start over social issues. They start over rights and a violation of of rights. And he goes, if you look at the video American revolution, a lot of times it’s romanticize that we left great Britain because of religious oppression, which is total garbage. Like we were Britain Zarb like RayRay, we were British, we were waiting for the ships to bring over their fashions. What’s the queen wearing now? You know, like we were just expanding Britain. It’s just so crazy. So we look back and we often romanticize a social issue as the cause of a war. And I started thinking about that. I was like, Oh man, Wars are started over rights, not social issues, but what’s a social issue?

Josh (00:05:13):
And I started and I think, I think, and I want to, sorry, I don’t want to interrupt you, but like, I think that right there is a huge, it’s an interesting question because you say rights versus social issues. I don’t think a lot of people know what social issues are, right? Like they’re like that or they don’t know how to differentiate them from, you know, say a a say a right or whatever. And so I think you’ve got a really good job. I’m gonna let you finish the story, but I want to dive into it a little bit further.

Steve (00:05:36):
Yeah, yeah. I just, I started realizing that these social issues that are out there are, are issues that everybody’s talking about. There’s so much momentum and noise behind them. Momentum that would take me a lifetime to create if I tried to do it on my own. So I was like, well, I can either create noise or I could just align with where noise already is, which is like what a marketer really does, you know? Um, and so I, I realized like this whole movement, I mean there’s a lot of noise right now around capitalism versus socialism, you know, and uh, I decided to attach to capitalism. You know, why just take a stand,

Josh (00:06:13):
like why capitalism,

Steve (00:06:14):
um, I don’t think the government should take care of me even if I need it, you know? And that’s not throwing rocks at anyone who’s chosen to do that. I know that there’s people, there’s really dire scenarios, but I just think I’ve been in some scenarios in life where people just straight up take advantage of the system and Garrett are lazy and are leeches and I don’t think, I don’t think it’s like, I don’t think it’s just like not good. I think it’s

Josh (00:06:35):
bad. So how like how do you, so one of the things I struggle with dude is like I am, I’m about is capitalist and right wing I like, I’m right, like flag in the background man. I write like I got, I am American and I’m like, if you suck off the system, screw you type deal. I mean like I am about his personal pro personal responsibility as they come. Right? Like I believe that if, if you could teach someone one core thing in life that would solve 95% of the world’s problems right now, or at least America’s problems is learn how to take responsibility for your own self. Right. Self-sufficient slight, come on. You know what I mean? And like I know that I’ve had it good in certain areas but like you know, I didn’t grow up in the hood or things like that.

Josh (00:07:22):
But like at the same time like I look at these people that anybody that I’ve ever seen that applies personal responsibility like actually applies it in all areas of the life and takes it like takes responsibility for their life, has what they want or at least are headed on that direction. My, my, my struggle is, is to the people out there that really do need help, right? Right. Is there needs to be, is there, like what percentage of people actually really need help though? Like, how have you in your life seen? Because like my rule is there’s a lot of 80 20 right, 20% people, 80% so I’m like, let’s assume there’s 20% of people is that actually really, really need help in the world. I’m like, Hey, 80% of people that don’t need help in the world. If you all took responsibility for your actions, we could solve the 20th like we would take care of the 20% so like how, I guess, I guess my question to you is like how do you deal with, cause I’m sure you get blow back of like, well it’s not that easy for everybody. [inaudible].

Steve (00:08:26):
I get a lot of pullback.

Josh (00:08:28):
I don’t mind blow back on things that I believe in. I believe in capitalism. I believe in those things. But I do wrestle with the fact that there are people out there that need it. And so I guess my question is do you wrestle with that and how, what do you do to, or if anything to like help those people that do really,

Steve (00:08:45):
absolutely. And you know, it’s one of the reasons why one of the other shirts we have is the get rich give back. Yeah. You don’t need, yeah, you don’t need to be rich in order to give back and something. Some people have gotten hussy with me on the past. It’s like, look, it’s, it’s like when, here’s what my biggest fears was before I started, you know, making good money was that money would change me. And it wasn’t until I realized like I was afraid of becoming a rich jerk. And then I realized that there are portraits. And then I was like, wait a second, wait a second. You know what I mean? There are rich, cool people and there are poor who people money has nothing to do with it, right? All money is, is an amplifier. It’s a magnifying glass. It’ll make you an amplify you into more of who you already really are.

Steve (00:09:30):
So like when somebody says, I have to make money in order to give back, that’s not a true statement. All right. Right. But I also had, was never more greedy than when I was poor. Right. And we often will think it’s the other way around. It’s really, anyway, so I actually think that I truly believe in philanthropy. I really believe as much as I do capitalism right. Um, right now I’m riding the noise of capitalism and I put my business on the back of it. Um, but, uh, yeah, I, one of the things I’ve been really starting to look into is what things I want to go fight for as far as philanthropy goes and giving back. Cause there are people who truly do need help who can’t help themselves. And I do think that we should, and it’s out of the own decision, not a forced thing.

Josh (00:10:13):
Right.

Steve (00:10:14):
You should be having teaching, like, let’s go help people, you know, um,

Josh (00:10:20):
D w how do you see, so one of the big things that I get about that is, especially with capitalism, is, well, we’ve never had a monopoly like Amazon before. We’ve never had Facebook before or Google. I mean, these companies are rich, they’ll never be destroyed. Right. And my response to that is always, and Walmart was never going to be taken over either. Right? So like my thought process is, Hey, leave it in the free market because the second you give it to the government, you can’t take it over without literal like tyranny, right? Like without guns and without overthrowing the government, at least in the free market. Like we can overthrow Amazon. Like guess what? Amazon’s going to be around for a cycle and then the leadership is going to change and then guess what? Somebody else is going to get better leadership and you know, the next platform is going to come along and do that. But when it comes to philanthropy, the big argument is, well then the rich people at the top control everything. And I’m genuinely curious your thoughts on that. Do you have a problem with that?

Steve (00:11:16):
The rich people, the top control, everything.

Josh (00:11:18):
Like I mean like, Hey, I’m bill Gates. I’m, I’m sitting on 100 billion bucks, right? And so, Oh, I donate a billion here, a billion here. I set up this, I set up that, now I get you control. Who gets what help I get to control who gets it. Like how

Steve (00:11:31):
even, yeah, I don’t believe in no government. I actually believe that the government should exist. I just believe in small government that is playing with a little bit of rules in there to come in and um, for the exactly that you know, I do think that they go too far and they put their hands where they are nasty, dirty, greedy, disgusting, broke business hands where they shouldn’t go. But Tom, sorry it was a steep slope right there but like there, but I do believe that, I don’t think it should not exist. That would be crazy. There needs to be some third party that is controlling some chess piece moves, you know, on everybody just a little bit. And you have said otherwise it is going to be chaos.

Josh (00:12:10):
and I agree that’s, I believe that the role of the federal government is to literally protect American borders and promote e-commerce essentially or promote commerce. Prompt business per se. Basically you have said that a taxation is theft. Do you want to, we want to clarify that or do you actually believe all techs a taxation is theft.

Steve (00:12:30):
Yeah. You know what’s funny is a, I’m going to get real careful on some of my statements here because it’s not to sidestep. It’s that I have made a conscious decision to attach myself to a social issue and nothing political. Okay. And, and this, this whole thing, you know, the capitalist pig thing is as close to the line as I can imagine it getting without getting political [inaudible]. You know, it’s, it’s almost bleeding over. It’s coming back. It’s is right there. So, um, and the reason is because I don’t care if someone’s right or left up or down, like I don’t care. Um, I have a political stance, but I don’t talk about it because I don’t want that to represent the capitalist thing. Right. And I have a lot of friends who are all over the place anyway.

Steve (00:13:14):
It doesn’t matter. But, um, as far as like taxation, you just, I understand that we’re T I just think that we are taxed. Like, I hate the feeling that my tax dollars are going to crap. That I don’t really have control over it. You know, like it’s not, who was it that said, uh, as soon as 10% taxes are like actual fever or something like that, the day that happens is the day the world ends. What we’re like 40% now. You know what I mean? It’s like, it’s, it’s ludicrous on some of the things that things get spent. Money is spent on. I think they should be involved in infrastructure, you know, taxes should go there too. Do you know what I mean?

Josh (00:13:54):
But have you started tax structure? I need it meaning, so back during the election cycle, and I’m not sure, I’m not going to get political here, but I’ve just got this, this topic came up back in 2016 now. Yeah, 2016 during the presidential race. Um, somebody proposed, I forget her, what I want to say, it was ran. Paul maybe was like, we should have a flat tax 10% across the board. No matter what you make, no matter what you do. That way it’s an equal share. If you make $50,000, pay five grand, you make a million bucks, you pay a hundred grand. Right? And I remember, um, someone that I really respected, uh, at the time, I can’t remember who it was, but he’s a Republican. He came out and I’m pretty, you know, pretty right leaning. I, I’m actually to clarify, I’m actually more libertarian than almost anything else. Um, but I tend tend to vote Republican because libertarians don’t tend to get elected. Um, but anyway, so, and he’s like a flat tax structure of 10%, like across the board is actually a terrible thing. It’s actually super unfair. And I was like, interesting. I didn’t know if you had studied tax structure at all as far as you, you haven’t, you haven’t done any of that.

Steve (00:14:50):
Only tax structure study is how to ethically not yeah.

Josh (00:14:53):
Pay tax. How to ethically not pay taxes. Mr [inaudible], mr Brad Gib coming in a strong there with cashflow tactics. Um, that guy’s all, that guy saved me so much money, man.

Steve (00:15:05):
A lot of taxes. And then when I saw his stuff, it was such a natural fit cause I was already like, Oh, that’s how everyone and you do that. Okay, cool. I was like, yeah,

Josh (00:15:13):
yeah, okay. I want to, I want to kind of shift gears here a little bit. I want to go into mindset. Kind of bring this full circle back to funnel hacking live, right. Um, finalize a sweet event dude. Like Russell has done a, Oh and I don’t want him to just give credit to Russell. I mean I know he’s the marketer, the face behind it, but like shout out miles, shout out Todd, shout out everybody that had a hand in involved in playing a part of that. But like Russell on the team have been a just done a phenomenal, phenomenal job. One of the things that I noticed that they, at least I thought that they did really well this year was addressing some of the big issues of like, Oh, you go to events and then you don’t, then you don’t apply afterwards or it’s a bunch of big rah rah fluff. And even in the pitch he’s like, Hey, I want to clarify like this is for existing business owners, right? Like don’t buy this if you don’t have a business, you don’t know what you’re doing yet. Which I thought was awesome. What do you think? Like, why are people stuck in their own head? Like, why don’t people succeed dude? Like what holds people back? What’s the biggest thing that prevents people from actually like leveling up?

Steve (00:16:16):
I mean, it’s a huge question. I’ve done a lot of stuff with coach. I feel like my role in click funnels is to help spin up a program and then let click funnels build structure around it. You know, like the first two comma club coaching program. And I helped put those pieces together and then they built a coaching program around it was awesome. And then I’m not involved in anymore, which is fine. This is great, right? One, one funnel away, you know, did a lot there for a long time. Figured out the best ways and then I’m not really involved at that level. It’s kind of a pattern, but a, as far as, so with that backdrop though, um, um, with that backdrop, I, uh,

Steve (00:16:57):
how does a lot of tens of thousands of people now that I’ve been able to work with on these things, and I’m in a very short period of time, which has given me a fast stamp of people who are existing that don’t make it, and people that are brand new that don’t make it. And usually, usually they’re actually more similar than, than not. The new people have a hard time. A lot of them are like, you know, it took me 30, it took me like 34 tries over five years to really get something to work. And there’s little successes here and there, but not awesome. And then there’s probably another 12 after that before, like really like the seven figures and more faster seven figures and again, and again, like it took a long time, um, and a, a ton of work and I, you’re at 5 million bucks in two years, right?

Steve (00:17:42):
Yeah. About the [inaudible]. Congratulations. Thank you. Appreciate that. You know, it’s, um, yeah, I’m proud of that. Uh, but, um, a lot of times the new people, the belief is, is that there’s a trick. You know, that there’s like some insider secret that there’s, okay, teach me the model, but they treat it and they approach it. Like there’s a trick that there’s something there that’s like, Hey, as soon as I know what it is, it’s going to happen. But they don’t understand. There’s really two entities involved. There is a model, there’s cash models, right? All over the place. Internet, online, offline, doesn’t matter. There’s cash models. And what we’re doing is we’re teaching them a cash model and as soon as we teach them the cash model, they’re like, Oh, that’s a sweet model. They don’t understand that they are the operator of that model and they’re the second entity.

Steve (00:18:31):
And so will they go in, they start approaching this, this cash model that we’ve taught them. The thing that really happens is like, the model doesn’t really change. You know, the things that I’ve been doing, uh, even two or three weeks ago, there are things that I learned my very first week of ever hearing about internet marketing. You know, that stuff hasn’t really changed. You know, there’s a little tiny things and nuances here and there, but that’s not what’s different. What’s different is I’m just a better driver, you know, that’s the big difference. And so those are the two things I really wrestle with is first of all, let’s get you to understand the cash model because it kind of puts like a goal on the mountain and they’re like, okay, that’s where I’m going. The second part I have to address, which was just, I can’t, I haven’t found a way to not address it, is them doing it, you know, and um, all the mental junk that usually pops up because it’s a combo of self doubt, tons of crap from their history always pops up.

Steve (00:19:23):
They start actively seeking for ways. This is a big one. They start looking for ways to be unqualified so that they don’t have to move forward. And, and my job as the coach is not to make them feel better. It’s to make them better. All right. So I have to turn around and say like, okay, wait, that’s what I’m looking for actively. Okay. Who are the ones who are actively seeking for release from Steve Larson. That way that when they walk back they can save face and go, well, I don’t quite qualify to do that because Steve Varsa said I’m not able to, and I will never give them that permission ever. And that’s one of the reasons why people like my coaching, but there’s a huge group that hate my coaching cause while they go through, I’m like, okay, but Steve, I just don’t know what to say.

Steve (00:20:07):
But Steven, could you just tell me, um, what, what Mike, you’re using Steven, could you just tell me what color of red is this in the back? And I’m like, what man? Right. I’m like, why are you asking me that? That’s when I started yelling at him and I’m like, they’re not asking that question. What they’re really asking is give me the permission to be released. Yeah. Because I’m about to go do some things I’ve never done in my life. And instead of feel that pressure and that pain, quote unquote, you know, give me a release so that I can save face and go onto the next thing and I won’t do that.

Josh (00:20:42):
Why, why do you think that is? Like why do you think they’re looking forward to, to be qualified? Cause like I noticed this a lot in my own life, man. Holy cow. So I just hired a coach, uh, Katie Richardson, um, who are, you know Katie, Oh she’s amazing. Amazing. Holy cow. And I was like, so I sat down at the beginning of the year, my world trip gets cut short and I’m like, I should probably get a coach. And I’m like, so I go and I apply to a bunch of different coaches and I looked at a bunch of different things and she’s like, I will work with you one on one and yada yada. And I’m like, this is amazing. It’s going to be great day one of us working together. I’m like bawling my eyes out as she’s going through and like ripping apart my frameworks and I’m like, ah, I did know I was [inaudible]. But one of the things that I realized was, and she said this and it goes right along with what you said and like when she said it, I was like, Oh, and I don’t know, I’ve heard it a million times before, but it was like in the context of it was set in.

Josh (00:21:34):
She’s like, Josh, the only thing that makes you qualified to go and doing something is the fact that you actually went and did it. That’s it. Right? Like that’s it. And I’m like, huh? She’s like, you just decide what you want to do. And guess what do you know what makes Russell Brunson so good at what Russell does? Or Taylor Swift, so good at singing. It’s the fact that they did it over and over and over and over again. And so guess what? You know what her qualifications are or Russell’s qualifications are for building funnels. The fact that he’s built 1500 of them, right? And it’s like the more you do it, the more qualified that you are. And it like, it hit me and I was like, Oh that’s, yeah, that makes so much sense. Right? Cause I’ve never heard that before. Why do people have such a hard time accepting the fact that like they just have to do it to be qualified?

Josh (00:22:20):
Like they have to do it to figure it out. I don’t like, I don’t understand it because like for me, everything that I went back and I started looking at these things in my own life, I was like, wow, everything that I am good at now, I was not qualified for when I started, but I just started it. And every single thing that I’m struggling with now, it’s just because I haven’t done it enough. Right. And so I look back at my own life and I mean, these questions are just as much for me as anybody else. But like, why do people have such a hard time with that?

Steve (00:22:45):
I don’t know. Um, I do think because it’s not like I was born with all of this, you know, create, I’ve created it. And I actually was saying that at 1:00 AM at the round table thing that I was doing it at the funnel hacking live. Somebody was like, Stephen, how do I get good at speaking? And I was like, speak, you know, like, um, uh, the fact that I couldn’t like I’ll, okay, your quick story. I’m sure you’ve heard this one. Um, but like, you know, my senior year of high school I had this teacher stand up and tell me, congratulations Steve and I can, I can hear you. And I was like, what? It took me off guard. Like I didn’t rot. I was like, what are you talking about? Because I can, I can hear, you know, like I can actually hear you when you speak.

Steve (00:23:31):
And it threw me for a loop because I wasn’t even self-aware that no one could hear me when I first showed up to high school and she explained that I was like, wow, this is crazy man. Like I didn’t know. And it started, it kind of turned my world upside down. I was so grateful she said it, but it turned upside the world upside down for me. And I realized that I was not confident. I could not speak. I did not know how to, I would not be doing this right now. Like there’s just no way. And I even carried that problem and somewhat of a somewhat of a whip right into my early twenties and most people don’t realize it was still that recent, you know, 31 now. And um, but it took, it took a lot of work and a long time. And the reason why I think people like to watch me on stage is because I couldn’t get on stage.

Steve (00:24:16):
You know what I mean? Very same thing. The reason I can’t talk is because I couldn’t, the reason I do the money thing now and it works great is because I was dead beat broke for tons of years. And if I was natural, I wouldn’t know why it’s working. And I’m so thankful for those barriers. Yeah. Last night I was like, I do not recommend everyone go do this. By the way, Kate, in a very loving, very loving scenario, in a very loving, uh, frame of mind. I was like, wait a second. In that frame of mind, how cool would it be? Now that I have know how malleable life is, right? How far you can really take it? Wouldn’t it be cool if I wrote, this is honest thought I had last night? Let me cool if I sat down and I wrote all the things that are wrong with me and then I could circle back and just one at a time in a loving manner and in a way, so not a, you know, not to disparage or make myself feel bad, right? One at a time with no timeline in mind. Just find a coach or find someone to help me start working on that to fix the junk in my own life still. That’s crazy. And like that’s what’s so fun about the entrepreneur game. Like that’s why I love it.

Josh (00:25:22):
I love that too. And I want to go back to something you said here in just a second, but I want to talk about that real quick, Katie. Yeah. Who, Oh gosh, I cannot sing her praises enough. And it’s been like two weeks we’ve been working together. She’s awesome. Anyway, um, she told me, she said, Josh, cause she had me do this exercise, right? Cause I start out and I’m like, I don’t know what to do here. My business in here in my, this is here what it is, what should we do? And she’s like, all right, so we’re definitely not going to talk about your business. Let’s go back here. And I’m like, huh, okay. Of course. Right. And I’m like, she’s like, it’s all in your head Josh. It’s all there. And I’m like, and so she’s like, well who is Josh? And I’m like, I don’t know what right.

Josh (00:25:55):
Like I’m this crazy person, right. I, and she’s like, we got to get super clear on that. And so she’s like, write out who you think you are. As I wrote out this whole thing, I get to get a journal, right? And I write it down and I put it out there and I write, I am at the top of it, write down everything that I think I am. And she goes, now did you write that from your head or from your heart? And I’m like, my head, it’s logical. She’s like, great. Now write down, do the exact exercise again. Do it from your heart. And I’m like, no, no, no, no, no, no. And she’s like, why? And I’m like, because that’s scary. That’s emotional. That’s painful. Right? And so she goes, listen, I need you to write out a future version of yourself.

Josh (00:26:30):
I don’t care if you believe it or not. What is the future version of Josh look like in your ideal, perfect scenario world. And so I read a lot, it was hard, right? Cause I like this down and I’m like, I am so not qualified here I am so not this. I’m so not this. Right? And I get there and she’s like, Josh, what we’re doing right now is we are creating a space for you to be open and vulnerable with yourself on things that you don’t think are true. Because guess what? The potential is already inside you. The potential is already there. Like you have what it takes. However, right now the story you are telling yourself, and Garrett white talked a lot about this and I’m liking live Tony Robins as well. The story that you’re telling yourself is the lies, which is what where you’re at right now, but you create this space where you start screaming at the top of your lungs like this is who I am.

Josh (00:27:13):
You do not do that. To convince yourself that those things are true. You do that self to start doubting the lies and you do that. So just are creating a space where some other reality besides your current one could actually exist. And so when you said that as my where mine went, I was like, you’re creating this spot where you’re allowing yourself to get real and vulnerable with yourself to say, here, here’s all the areas where I suck with. I think that’s super, super important. I think that you can’t actually go forward and move forward with life unless you are very self aware of your weaknesses or very at least self aware of where you want to go because there’s no room for growth when you’re stuck in only one story. You know what I mean? Yeah,

Steve (00:27:49):
yeah. Cause it’s so true because when you sit back and you start actually learning, like I said, these cash models, the name of the game really changes because it’s more about how can you become a better driver and then that’s what leverages and accelerates the model. Not where’s the next thing? What’s the next trick? Cause it’s not, guess what? Here’s how you get rich. It’s funny someone asked me is that the Roundtable? How do I get two comma club? In my mind I was like, how many thousand dollars products you got to sell? They’re like, Oh a thousand I’m going to 2000 they’re like, Oh 500 and so forth. I was like, it’s not actually that crazy when he started doing the math and pulling back and realizing what it actually takes mechanically. But what does it take internally? Usually a lot of self work and that’s the part people don’t want to look at or acknowledge. Hmm.

Josh (00:28:35):
I want to go back to yours and Russell’s relationship and the, the interesting relationship that you have there with funnel hiking live. Because I mean, between you and Russell with click funnels, um, you obviously are, I’d say, I’d say you’re probably pretty good friends with Russell. No, no, I’m pretty well. Um, but uh, I mean that, you know, that came with time or whatnot and a lot of people, I’m sure I’ve asked you about Russell, like how do I get next to Russell? How do I get close and you know, everything like that. And I told you this, if I don’t hire you or [inaudible] we met up and we were having dinner and you said, all right. I said, Steve, I can’t believe how many people have come up to me and been like, Josh, will you introduce me to Steve, Josh, woo. How do I get closest to Steve, Josh, how to do this?

Josh (00:29:20):
And I just want to look at everybody and go, that was a process that took over a year in the making to do. All right. I am curious though, I want the question I wanted to ask here is how do you go about dream 100 and someone and what advice would you have for people that are doing that? And the reason I come with this is you said like some of the reasons that you’re good at certain things is because you sucked at them at one point. Right? One of the things that I’m actually good at and that I struggle to talk about, but then I that I realized that Holy crap, I mean I had, I am not kidding you. I had at least at least 50 people and that’s a lot of people. I mean like it was 10 or 1210 or 10 or no, no, not just for you, but in general, like for you, for Catherine, for Russell, they’re like, dude, I saw you on Russell’s Instagram stories.

Josh (00:30:08):
How’d you pull that off? Right? Oh, you’re friends with Catherine. How’d you do that? Oh, you know Steve, I mean at least 50 people. For you, for Catherine, for Russell, for, you know, other than speakers there that are like dark, like Josh. How did you do that? And for me it’s a pretty natural progression for me to understand I’m a nobody. And if I reach out to someone that’s a somebody, I’m still a nobody and they’ve got a million people go out and do that. Right? Like, you know, reach out to them that you actually have to be different. Now one of the things that I learned from Gary Vaynerchuk and probably from my mom and from Russell and you know, different things, it’s like be patient and be persistent, right? Like I went into it not being like, Steve, I want to be your friend and then like be friends next day or Russell, Oh I think you’re cool.

Josh (00:30:50):
You should follow me on Instagram and expect him to like be cool with me the next day. Right. But like it was a process of like going through and doing that. And people asked me that like, how do you do it? I’m like, I just listen to them and when I see an opening I send them a gift or I, you know, consume their content or I share their stuff. Like, I just, I do this, the logical thing. That makes sense. How do you go about doing that? Like when you want to dream 100 someone, like what are some of the steps that you take to go and do that?

Steve (00:31:16):
Well, what’s the, like there’s, there’s purposes. Like I can always tell when somebody’s just trying to buddy up so that’ll promote their stuff and, and nothing, like, there’s very few things that pissed me off more than that. It’s like, Oh my gosh, like I have bled over creating an audience. I have bled out. And for someone to come in, you know, it feels like pearls to swine kind of a feel. I’m like, yeah, you know, I’d rather, anyway, so the trick, I don’t want to say trick tricks, the wrong word. If it doesn’t feel genuine, they’re going to tell and they’re going to sense that so fast. It’s like I have no idea what you’re going to be promoting in the future. I don’t know. But I like you and this is what I was trying to tell somebody else. Uh, at the round table, somebody asked this very same question.

Steve (00:32:03):
I said, you have to understand it. This isn’t like affiliate getting right. Affiliates and dream 100 are very diverse, very different. Affiliates are naturally lazy, right? That’s why we have to create so many pre-written emails for them. And here’s cool copy and here’s cool images with here, download these. But I mean you were doing like whenever I create an affiliate thing, normally they don’t have a following. They usually don’t have lots of revenue when affiliates is like the name of their game, usually they’re just trying to find the next thing I’m saying stereotypically. Right, right. And we right now will get, I mean for the last year and a half years, we get probably 10 people a week who sign up as an affiliate with us, maybe 5% of them to do something. Wow. Right? And so if that’s not, you’re not trying to be an affiliate dreamland, like affiliates are motivated by cash dream 100 is motivated by something very different.

Steve (00:32:55):
Right. These are people who have a following that they have bled over their thing. They have gone through their 34 tribes or whatever the equivalent is, they’ve gone to like, they’re not really motivated by the cash. That’s usually not it. They’re motivated usually by adding more value to their audience by feeding the audience by status, not in a negative sense of the word, right. They, they’re motivated by increasing their reach. So when you come to them like so funny man, like [inaudible] people were like, Hey Steve, I got this great opportunity for you man. I am where I am because I have a great offer. I stuck with it. I don’t need a new opportunity that drives me nuts. My whiteboard is full of my own ideas that I don’t have time to implement. I like to do them like I don’t need so that I was like, irks me. Like I have a great opportunity for you. It’s like you don’t understand like, but um, as far as like gaining a relationship with somebody like that, I think the biggest mistake people can make is that when you are doing the dream 100 your goal, like I said, is not to, you’re selling you not your product. Yeah. With an affiliate, you’re selling the product, but with a dream 100 you’re selling yourself. You’re just trying to gain a relationship. I start Ryan Moran.

Josh (00:34:13):
Yeah. That was so cool dude. He was at Gary Vaynerchuk, wasn’t he?

Steve (00:34:16):
Yeah. Gave him, but he just did it again with another one of his ads. I saw it last night too. That’s so cool. And he and I had mats opened the doors and I’m not asking for all this kind of stuff. It is my goal, Ryan, if you’re listening to this to ask you to speak it offer mine, but uh, I’m going to open up the doors like crazy. Like, you know what I mean? Like just gain value game game relationship and it will like, it’s a normal friendship.

Josh (00:34:40):
Can I see? Yeah. Okay. And I like what you just said right there, the normal friendship side of things. Yeah. And one of the things that I told somebody, and I want to ask you a question about this too, is like I said, I don’t want someone to know who I am. I want someone to be my, like my dream 100 to be my homie. Right, right. I was like, I don’t want Russell to, I don’t, I don’t care if Russell follows me on Instagram. It’s cool that he does. Right? Yeah. I don’t care if Russell promote my stuff or not. I don’t want Russell to be like, yeah, that’s Josh and he’s cool. I want Russell. They’d be like, Oh, we’re going out to dinner. I mean, and this might take three, five, 10 years even. Right. It might be like, Hey, we’re going out to dinner.

Josh (00:35:12):
We should invite Josh, right? Yeah. Yo, Josh, we’re going out to dinner. I want to come with, I want someone to, they’ll hide that friendship. You know what I mean? And like when you go in it with the intention of not how fast can I get Russell to promote my stuff, not how fast can I get Russell to get on my Instagram story or get on Russell’s insecure store, et cetera, et cetera. I think it totally changed the dynamic. And the question I have for you is I’ve been genuinely curious about this for well for two years now and I, I hope, I hope you’re willing to answer it if you’re not, I totally understand, but I think it would really be helpful to a lot of people there and I’m honestly just genuinely curious from your side of things. Talk me through what it was like when I was dream 100 and you like what like what pieces did you notice and what stood out from what I did from, I mean I got an early start so I don’t think maybe tons and tons of people were trying to dream 100 when I started. But like you’ve had lots of people dream 100 you I am sure, or at least attempt to dream 100 you up till this point. So what stood out that of what I did and walk me through the process of like, Oh, now I know who Joshua is. Oh, now I think he’s cool. Oh, now I’ll let him box me. You know what I mean?

Steve (00:36:16):
All right. Um, yeah,

Josh (00:36:18):
and I, and by the way, I’m not trying to, like, you don’t need to make my ego feel good. I’m just genuinely curious. And I, I think a lot of people could have had venue. Yeah,

Steve (00:36:26):
yeah, I totally get that. I like, it’s a great question. You know, for probably seven months there was a stack of boxes next to my desk and I just never opened that. I could just tell they’re just dream 100 packages. You know, when people think that it’s, you’re in the business of package sending that is not the dream 100. That’s a method and it’s a powerful one. But understanding the core of what it is is really what helps you take those different actions. Um, okay. So here’s just somebody who doesn’t have a following, somebody who doesn’t understand how hard that can be to create that. They often will ask permission to go do something for you. What I’ve noticed and when I started watching though the way Russell and Dave Woodward and Brent computers and all these, when they would get in their dream 100 sessions, I didn’t know what they’re doing the first time I’m sitting there and it was like two or three weeks into working there and they all just sat there and I was just still building funnels and they were all behind me and I was just listening to them. They’re like, what about this guy? What about this person? What is this person? And I hadn’t heard 95% of those names. Interesting. I couldn’t contribute. And um, it was really, really awkward for me. So I’ll just sit there and be like, yay, woo.

Steve (00:37:39):
Oh, sounds good. It was like, dont, don’t do open your mouth, man. Right. And um, but it’s interesting to watch that because when they wanted a relationship with somebody, they didn’t ask permission. They just did something for them. And that was the pattern I noticed that they would do over and over and over again. And same, same with Russell, when some people would, people would ask permission, can I do this for you? Can I do this for you? Can I do this for you? He doesn’t have time to answer those messages. Yeah. So people would be like, you didn’t answer me, you know. Right. It’s like, no, he just, he’s running click funnels, you know. Um, the people that he would get that would get his attention were the people who would just do it. There was a guy who one time I had a little piece of software quite awhile ago and um, he, he bought it and then he paid for his own coders to upgrade it.

Steve (00:38:31):
And then he was like, I don’t want your customers to get confused by those upgrades. I’m just going to go ahead and I’m going to film an entire startup guide for you. And then all you have to do, I didn’t know any of this. He handed the done thing to me and said, just swap it out and now it’ll add more value to customers and probably drop some support tickets you’ve had on a few issues. I did fix for you. And I was like, well, is that a blue right? Who are your amazing lights? So I swapped it out and he was right and he fixed some of the problems that I didn’t see. Lo and behold, like five, six weeks later, he reached out and said, Hey, I did that cause I just wanted to get your attention. I’d be very honored. And I was like, well, if you would be my first interview for a product I’m going to be launching soon, I did the interview.

Josh (00:39:19):
Of course.

Steve (00:39:20):
You know what I mean? And that’s the thing that I started noticing. Like I’ll just, we’ll hunt down addresses and we’ll send something cool to them. It’s not because the package is the dream 100, um, it’s because they’re doing something cool for them or we’ll reach out and we will just, just do it. You know, just add value to the marketplace. They don’t have time to go in and vet every decision. They’re making thousands of decisions in the day. They don’t have time to sit back and go, Oh, just do it. You know, I’m so with you. What I thought was interesting is you just reached out and you’re like, Hey, I’m going to go to the group for, you know, Hey, I’m going to blow up your Instagram suite. I know. Hey, I’m going to go do this. Hey, wait. I was like, and it was so much stuff so fast that you just went and acted on without, because I didn’t, and you know, your specialty is not my specialty.

Steve (00:40:04):
And uh, so you didn’t ask questions about the thing. Like, one of the issues I have is someone will go do something for me and they’ll be like, in fact, one ads person I ended up not going with, um, was like, do you want this frequency or this frequency? I was like, dude, I have never run a Facebook ad. I don’t know what you’re talking about. I’m paying you to fall to solve those problems. Yeah. You know what I mean? You just, what I liked about what you did is you just solved as much as possible without my, I didn’t even know was a problem.

Josh (00:40:35):
Yeah. One of the things I noticed about you is that, and I, by the way, I noticed that stack of boxes sitting in your office that you never opened, cause you mentioned it several times on your Instagram story. And one of the things that I quickly noticed was, Oh guess what? If I send a package to Steven, he probably never gonna open it. I think we sent you, this is your second interview on the podcast. I think we sent you a journal, like a customized journal for being on the podcast. Um, and I’m sure you still haven’t opened it. And by the way, no, it doesn’t hurt my feelings at all. Like I know how you operate. And so I very quickly started to understand, Oh Steve doesn’t operate like that. I can send Steven Steven a $5,000 gift and it’s probably going to sit in his garage for a year.

Josh (00:41:18):
Right. And he’s never going to do it. And so I had to get creative on, so what is going to make it stand out? And I think one of the, one of the big aha moments that I had, which actually changed everything in the dream 100 for me going forward was actually with you, was your first offer mind that, um, you ever did, I couldn’t get ahold of you and I wanted to see, this is one of the things where I had to ask you, cause I was like, I need to, I want to show up early to help you. And so I Vox you. And of course, like if I get a box from you, like every once a month, if you’re getting better, you’re getting better. I’m getting better. I’m getting better with you.

Steve (00:41:58):
I’m saying this because check that out. I still have unbelievable XE focus yet it’s 459 boxes and I haven’t gotten, I can’t get a bill 400 every time I answer message they have babies and they just multiply.

Josh (00:42:10):
But I couldn’t get ahold of you. So I ended up boxing Colton and um, I was like, Colton, I’ve already booked my tickets. I’m coming in a day early. Right? I was like, can I help set up? And he’s like, well yeah dude for sure. You know Colton, super awesome. So I go there and I helped set up chairs and I helped pass out water bottles away. Good. Well I’m glad. So I set up, you know, all these different things didn’t see you the whole first night or maybe like right at the end. Right. You know, you’re sitting there fan fanboying over, you know, fan growing over a little bit. Like what’s the login was see walking, we’ll see you walk in and like you didn’t, and then I was like, so I got to know Colton really, really well and I’m like, two days later I think I was talking to Colton and he’s like, dude, what you did was really, really cool.

Josh (00:42:54):
I told Steven about it and like he said that and it was like this light bulb moment that went off in my head. I was like, I don’t have to get Steven to like me. I just have to get his people around him to like me. Right? If Colton likes me and he talks about me and then it’s game over. And once I realized that actually when I’ve done the same thing for Russell, right? Like I, I had to, I did it by the way. Okay. So same thing I got, I mean, I sent Dave a flame thrower. I had Dave on the podcast, right. Jake Leslie had him on the podcast. Julie’s, you know, on the podcast, you on the podcast became friends with all of the people that were around him. And then I was like, [inaudible] now we just sit back and we wait. Well, no, no, not quite. Not, not quite that, but almost,

Steve (00:43:37):
yeah, it’s very close. You know? That’s what I realized. I didn’t know enough people in this industry to have a dream 100 when I first started, it was the dream one. And the only person I even knew of was Russell. And so I put Russell Brunson on my dream. 100 was [inaudible]. I didn’t even know anybody else. I kept trying to find anyway, and so and understandable. The dude already was running like $100 million SAS company by that time. And so I was like, I can’t get his attention. I started messaging. He did reply once or twice to me on a few things and I was like, Holy crap. So send him some funnels. I was building and college and it’s before we really knew each other. And I had this realization and it’s very similar to what you just said. I realized if I can’t get the attention of the guru right, if I can’t, if I can’t, um, become a leader and I can’t get enough of status in the leader’s eyes to get his attention, what I can do is I could become a leader amongst his following and his following

Steve (00:44:32):
will deliver me to him. Wow. Super interesting. Yeah, so that’s actually one of the reasons why I spent absurd amounts of time and the click funnels Facebook group at that, at that time there was only like 50,000 people may like $200 but I was like basically a free support agent answering tons of questions. It’s one of the reasons I knew ClickFunnels so well. By the time I started working for him, I think I read every doc and it’s bam, bam, bam, bam to spending tons of time answering questions in there and the finally support knew who I was. That’s why they offered me a job when I walked in. They knew who I was. Right. Yeah. The port offered a job. Suddenly billing knew who I was way before I ever it.

Josh (00:45:08):
Hmm. Interesting. One of the, one of the funniest stories I ever had about Russell, um, when Russell first got a Snapchat, this was way back when we thought Snapchat was going to be big. I was in the process of building my first webinar funnel and I thought, let’s just ask Russell how much you would be to have him build us a funnel. Um, probably the, the single greatest mistake that I ever made of not taking some up on an up on an offer. So I sent him a Snapchat. I’m like, I’m like, Hey Russell, whatever’s, you know, we’re here, we’re building models or whatever and we really don’t know what we’re doing. Right. How much would it cost? I know it’s probably, and I told him, I was like, I know it’s probably above my price range, but I’m like, how much would it cost to have you build me a funnel?

Josh (00:45:49):
And he Snapchatted me back on video. I’ll never forget this. And it was like, there was two video clips and he was in his Jeep. This was four years ago, three years ago. Um, I was, so, I was definitely there properly probably, but he was driving in his Jeep and this was, I w I was down in, um, Lafayette, Indiana at my business partner’s house when we were doing this, cause we were working, we were getting ready for our launch. We have this Instagram course. We thought we were so cool and he instructs me back in the early days. He Snapchats me back and he goes, what’s up man? Well, I really don’t do that type of thing anymore. But like, honestly, I, I’d have to do it like probably like $250,000 and 10% he made me this offer and I was like, Oh, that’s too much.

Josh (00:46:30):
I would be so rich, I would’ve just come up with that money. But he can’t work anymore at that time. I know, but so funny. It was so funny because I thought he’s sat there and he was like, um, you know, he told me that and to me, I mean, you might as well have told me 25 million at the time, right? Like I barely had five grand, 10 grand in my bank account. Right. Like, I mean, $250,000 was just astronomical amounts of money plus a percentage. Um, but I remember sitting there and I think it was like maybe six months later or so, I went and I looked at my business partner went, we’re such an idiot. Like I should’ve pushed that and seeing if he actually would’ve done it. But, uh, anyway, it was still funny cause it was, that was my first interaction ever with Russell and I’m sure he doesn’t remember it, but it was on Snapchat and he was in his Jeep and he was driving back. I thought it was so funny. But anyway, yeah. Yeah. So you never know when you’re getting a reply. Okay. I’m curious now, who’s on your dream 100,

Steve (00:47:24):
you know, um, I’ll tell you a little trick that we do. Uh, probably two or three years ago I started, if these speakers are good enough to get on Russell’s stage and click funnels is my market. We literally take the funnel hacker funnel hacking live event guide and that’s who we go for after.

Josh (00:47:41):
Interesting.

Steve (00:47:42):
Hmm. Yeah. And we did that especially about two or three years ago. Not as two. Yeah. Two, two years ago. And that’s who I went after to get on my show and that’s who I went after to go. I probably gave away too big of a cookie on that one. But that’s what I do. And everybody who is, we literally go through all the two comma club award winners and we circle the ones that would be a great fit and that’s who we go after. And it’s the same speakers.

Josh (00:48:07):
who, who is like a dream 10 big ones for you like that you’re trying to go out to right?

Steve (00:48:13):
Like Russell level? Yeah. So one of my strategies is that with my show, and I know you run it a little different, this is, you know, what I’ve done is I was trying to reach two levels up. I know you’ve heard the strategy, but for everyone else, basically it’s, if you start now you got like no influence, right? Yeah. Warren buffet, tons of influence. The man speaks and literally the stock markets waste so much influence and by comparison of like, Oh man, like I don’t have any influence if I speak well, how much Swayze? Well, there’s somebody who is a little bit more than that, a little bit more than me and a little bit more than that person. When that person, it starts getting bigger and bigger and bigger. And my rule has always been to interview and reach two levels up. No way to measure that, no idea how to, but it’s just gut feeling,

Josh (00:48:57):
right?

Steve (00:48:57):
And so as the second part of that rule though, as soon as I get somebody on my show who’s big, right? I never go down low. And the person that I interview are the levels of influence. And what’s cool about that is that it’s, I’ve never spent any money on, on the show. And again, I know we’ve got different strategies. Yeah. For sure. For sure. For me, like it’s, the reason I haven’t spend any money on the show is because I just keep leveling up how big of a person I’m getting and interviewing that tier until I feel like I’ve leveled and then I go to the next and I only interview that tier until they level up. And that’s been kind of the strategy with it. So as far as like who I’m going after it now top, like the book play bigger teaches to try to be a big fish in a little pond, right.

Steve (00:49:41):
And click funnels, there’s really huge, but in comparison to the rest of the business, really tiny. Yeah. So my strategy is to be a big fish in a little pond. And I feel like this is going to, if it sounds conceited, it’s not meant to be, but I feel like I’m starting to get that spot.

Josh (00:49:55):
Oh, for sure.

Steve (00:49:56):
And so what I’m doing is the strategy, not now that I’ve had Russell on the shows now that I feel like I’ve the, you know, the, the, the, the level of influence, big fish in a little pond, I’m actually active. This is the reason we’re shutting sales phone radio down is because the next show is meant to be a little bit wider than the click funnels pot. Even more into more general entrepreneurship instead of, or Mark, I don’t want to go general marketing, I want to go, I feel like marketing huge, right. I want to go just a little bit bigger into internet marketing, internet entrepreneurship. And so with that is Ryan Moran, the guys who wrote play bigger, you know, like it’s more of the circles in the books that we all read still in our ClickFunnels world. This is a little bit larger.

Josh (00:50:37):
Gotcha. Gotcha. Well, you know, if I make friends with them, I’ll uh, push him your way. Oh, thank you. No worries. No worries. All right. So, uh, I know you have to be careful in answering this next question and it’s just, it’s, no, no, you have to because of, well, because of the question. How do I get Russell on the show?

Steve (00:50:59):
Well, he knows who you are and he’s Instagrammed about you. So if I was in your shoes, I would just

Josh (00:51:05):
ask now. All right, so we’ll have so much mental credibility. So here’s my plan. And, and I’m not asking you for permission. I’m asking you for a, I don’t know what I’m asking you. I’m just gonna tell you my plan. That’s how we’re going to go with this route. Um, he’s got traffic secrets coming out. Yeah. Okay. Actually let me pause right here. Dave Woodward, that man, do you want to know a mean prank? He just played on me here. I, I know, but dude, I’ve been so nice today, but I had him on the show. He’s a great dude. Sent him a flame thrower. I mean, I thought that was a pretty darn cool gift. So it was my birthday on Saturday. And so they call, I don’t know if you were in the room at the time when they call everybody up on stage, they’ll give you a birthday in the last three days.

Josh (00:51:48):
You can come up on stage and dance with on Saturday. So I’d go up on stage, right. And I was trying to dance and out walks Dave Woodward, he’s walking right over to me. I mean, it’s very, very clear. And it, his hand was he holding a copy of the traffic secrets book. So he walks right up to me and he goes, Josh, happy birthday, your Instagram. [inaudible] the book. Now keep in mind, I have wanted a copy of this since the day I found out it was coming out right. He has it, I hate you.

Steve (00:52:16):
And it’s okay.

Josh (00:52:18):
But he hands me the book, right? And he goes, Josh, happy birthday. And I’m like for wreaking out, right? Like he’s just handed me this and he goes, I would love to be able to give you this book for your birthday. But quite frankly, it’s our only copy and I just can’t do that. Oh, you are so rude. I don’t like you at all right now. Um, so yeah, Dave, I love you. Shout out you. But yeah, that was, that was cold man. Anyway. Um, so it would worth an animal. He’s one of my greatest mentors. God, that guy, that guy. I, yeah, seriously. I feel like you could learn just as much from him on most things, man. Man. Yeah. So anyway, um, traffic secrets is coming out and my goal is to ask Russell to be on the show to promote his, promote his launch. Um, and I, I listened very closely to first off what you did with him at offer mind bringing him on stage and having, you know, I watched that whole thing, which was by the way, breaking, congratulations dude.

Steve (00:53:21):
He would ever think that I was taking advantage of our friendship to try. And I don’t think you know that, but I’m very sensitive to that. So I was like, I got to speak to him. Unkind, wrote a whole webinar, put an offer together and tried to get some acts like Claude Hopkins from the dead.

Josh (00:53:36):
So, so I’m, and I also listened to what he did with Tony and have Tony interview, you know, he interviewed Tony or Tony interviewed him on, on Tony’s page and then he came in and was like, could I run, you know, ads. So obviously I’m not going to ask him because it’s his book, but I’m going to ask him to come on the show. And then I’m friends with John Parks and a lot of their traffic people and they’re actually a client of mine behind the scenes. Um, and so we’re working on some stuff there. So anyway, I’m going to ask him to be on the show because what I didn’t want to do was be like, Russell, Hey, you know who I am now. I can use you to be on the show because don’t get me wrong. I’m sure it would be awesome. And I’m sure like I’d get them some exposure or whatnot.

Josh (00:54:11):
But like, or other than that, life ain’t gonna change a whole lot. It just by bringing him on the show, right. However, we are stacking the next interview. So it’s you now and then everybody between now and when I’m going to ask Russell is basically in the click funnels world, right? Natalie Hodson is coming on. Um, Dan Henry’s eprescribing on, right? I mean like Julie’s stole Ian’s coming back on like everybody big Alison Prince, she’s just committed to come on. I mean it’s like big, big names going on there so that when traffic secrets launches, it’s like the natural place for him to go to say, Hey, let’s talk about it and then we’ll promote the book and go from there. Um, with that, my question is, you said once you interviewed Russell, you can’t go backwards from there, right? That was just my strategy, right? But to what? Like I understand the logic behind that. We’re going to get Russell on, do I only shoot for bigger or do you or that same tier in the same [inaudible] that same tier or does it discredit Russell at all to have smaller people on after that? No.

Steve (00:55:16):
And I think as part of your strategy, and it’s with intent, but the reason I bring it up is because there were, there’s only been a few times people have said no to me get to getting on sales funnel radio. And it was way back in the day like 200 episodes ago, right? 250 is it a long time ago. But now that the show is big, they’ve come back and said okay and, and they didn’t really grow though. And I’m like, it’s not a fit. Like you don’t fit anymore. They wouldn’t logically make sense and what you’re doing doesn’t fit the show. Like cause that’s part of the reason I say that. You know? And I almost never interview somebody twice also.

Josh (00:55:47):
Interesting. Well congratulations. You’ve been interviewed twice. Thank you. That’s just my own, I don’t think. No, no, no. I totally understand that.

Steve (00:55:57):
What I got, I’ll say that, you know what I did for the, the thing that really, that Russell I think really liked about the offer, I made him to speak it off our mind. Um, cause there’s was a sick offer. Oh my gosh. It was, it was really, really cool. But one of the things I told him is I wanted like, remember his goal is to go grow the sales of the book. So I was like, well, if I’m going to sit in his shoes, how would this compliment that goal? And so I started asking, well, what’s going to be our plan to promote traffic secrets when it comes out? Yeah. And so it was part of the offer. I showed him what my plan was going to be to promote it. That’s why we did the side-by-side sit down and I said, don’t worry, we’re going to run a lot of add money to it to promote your book and bring people who are probably in the audience and not in the audience to you.

Steve (00:56:43):
We’re going to go in. And so we bought secrets of traffic.com.

Josh (00:56:47):
Nice.

Steve (00:56:48):
We bought, uh, uh, expert hacks or experts, uh, secrets of the experts.com like we’re, we’re another little tiny spinoffs of the same thing, but like, we’re going to build a whole offer around it. But I showed him my campaign plan. He really values that. It’s a book called traffic secrets. Right. It’s an interesting campaign. So I was like, well, here’s the campaign that we’ll use to promote traffic secrets that really, really helps. So what I would do honestly is you’ve got his ear now, he knows who you are. He’s known who you are for a long time, but if you were going to, it wouldn’t just be get on my show. It’s, here’s how it fits in the grander strategy we’re running in order to help you sell your book that way. That’s where I would do it.

Josh (00:57:27):
Okay. So one of the things that I wanted to do along with that is not just ask him to get on the show. I wanted to, I’m considering, I haven’t decided yet, but I’m asking, I’m going to consider asking him if I can fly out to him and interview him in person for the show.

Steve (00:57:40):
Cool. Yeah, I got no advice on that.

Josh (00:57:43):
No advice on that part. Okay. Um, [inaudible] on that. Yeah, well I’m sure his schedule, you know what I mean? Right, right, right, right. For sure. Um, okay. I want to respect your time. We’re coming up on time here, uh, to can’t believe it. An hour goes so fast. What’s, what’s next for you? You’ve got a book coming out. Um, sometime this year. Question Mark.

Steve (00:58:03):
My guess is we’ll, I’ll, I’ll at least try to have the outline done by the end of the year.

Josh (00:58:06):
Okay. All right. And what’s, um, talk to me a little bit about what’s next for you though as far as growth building, things like that.

Steve (00:58:15):
So what will shock most people is that like I just barely figured out what my value ladder is and I still don’t know one of the most key pieces. Um, and, and we just cross like the 5 million Mark, you know what I mean? So it’s like meant to get in close relations. That’s all. Thank you very much. But like the point of that is that there’s like one or two things on the value ladder even built. You know what I mean? Like, cause most people won’t get started in this cause they’re like, Oh man, one of the biggest issues, I don’t know my whole value writers and I’m just figuring that out and I don’t even think it’s going to be the real final thing.

Steve (00:58:50):
So we have, we have one of my top tier things. I have a 30, 40 and $50,000 thing that I sell. The 30, we build your funnel right before you can’t talk about it yet. NDAs 50 is going to be something else as well. But what I don’t have built is, um, I don’t have just like, like a thousand or $1,500 thing that will still do it yourself, give you a bunch of results. Like I don’t have that anymore. We shut down something else that was similar to that. And so, uh, what I did, the reason why I Fran, uh, ran a two day event and most don’t know this. This is one of the reasons why I did this across the street from phone hacking live. We through a two day event. And what I did is I went back to offer mind and I saw all the holes, the stuff that was too deep, the stuff that I thought was awesome, but it’s not necessary.

Steve (00:59:39):
And we just got, I was very ruthless chop, chop, chop, chop, chop. And then this Monday, Tuesday event, the purpose of it was to film the holes. That’s actually why it’s interesting. And uh, then at the event filling the holes, we don’t give them not giving the replays out to anybody. Um, and uh, go launch a course. But the dumbest thing I could ever do in this planet is to just finish a course and say it’s ready. Right. That’s, that’s dumb. So instead you have to think like campaigns, right? Like, okay, how would Hollywood do this to launch a product? I mean, movie, right? How would you know what I’m saying? How would they, well, a lot of these guys, like the people that have longevity in this game, they don’t just have like a product calendar. They have a campaign calendar, which is fair at why, the other reason why it’s hard to get them to promote your stuff.

Steve (01:00:27):
Sometimes some people be like, well, you brought this big thing, Dean Gras CLCs people just reached out and said, Hey, Lee helped promote this next thing that they do. Yeah, yeah. The only reason why I’ve hesitated, even though it’s deemed [inaudible] right, I have a very strict campaign calendar, right? Three, four months out, I know exactly what I’m promoting. Right? And, and, and the noise maker that leads to the next noise maker that leads to the next noise maker. So we’re doing a, I was like, okay, well how can we go promote this course? I was like, thinking back to all the cool strategies I’ve seen in the past and this launch campaigns, evergreen campaigns, and I was like, I need to stack some launch campaigns for this. So we’re throwing a summit, you know, and a similar virtual summit, similar to how like Russell did the 30 days thing.

Steve (01:01:15):
I was like, well, I can’t just be like offer summit. That’s not a hook. Right. He didn’t do funnel summit. That’d be boring. So he made a theme, how would you get it back in 30 days if you lost it all? I was like, let’s do the opposite, right? Let’s say the doctor says if you keep working in 90 days from now, you’re going to die. What would your final offer be to fund the rest of your lad? Right?

Josh (01:01:35):
Yeah, yeah, yeah.

Steve (01:01:37):
You’ve been on there, right? Yup. Yeah, yeah, yeah, totally. And I’m, I’m psyched about that. Right? And so what we’re doing is we’re doing, uh, this cool summit virtual summit that will be turned into a book. There’ll be, and then on the back of that, we will go launch the F the, the $1,500 thing that we’ve created. Interesting. Interesting. Okay. And then I was like, okay, well how can I promote the summit?

Steve (01:02:01):
So then you go backwards again. So it’s like, okay, at the summit, what if we had people answer that prompt? Cause I, I asked 30 big people, you being one of them to answer that prompt, but what about the audience? So that’s why these gold hats came out. We were thinking, how can we use, if my market is ClickFunnels and my market is having a huge event called funnel hacking and I’ll be there and there’ll be there, what can I do with didn’t promote the summit, which was about the 15 hour thing, which will give away a ticket to offer mine as part of the sale, which will help me sell offer lab. Like it’s all strung together. Right. And so what I did is I was like, okay, let’s have people answer that prompt after my events are over those two day events, we’ll be filming it, but let’s have them answer the prompt and then we’ll give them these liquid gold capitalist pig hats as well as part of the thank you and make them a special affiliate page and do all this stuff for them.

Steve (01:02:47):
But now we have like 50 60 ads that are two to two to five minutes long of people saying this is what my final offer would be. And if you want to see what others are, go check out this page as well.

Josh (01:02:57):
That’s so cool.

Steve (01:02:59):
But it’s from the audience. Yeah, 50 of them. Guess what, we’re going to run those ads, ClickFunnels space. See what I’m saying? It’s all stacking, stacking, stacking, stacking, stacking. Instead of got a course that’s a dumb way into the market. So I’m really, really into stacking these noisemakers. Yeah, you must be about to slay that training. Holy,

Josh (01:03:23):
I can’t wait Steve. It’s been phenomenal. Thank you so much for coming on. Guys. If you’re watching on Facebook, YouTube comment, if you liked this comment hashtag let’s do a hashtag capitalist pig hashtag capitalist pig down below. Hit that like button. Hit the love button. Share this out. If you’re listening on iTunes on are on audio only of any sore tag a friend. Share this friend or episode with a friend. Um, Steve, where can people find out more about you?

Steve (01:03:48):
Honestly, there’s really just two places that are the hub for everything, which is a… One is SteveJLarsen.com. It’s kind of the hub. And the other one is CapitalistCoaching.com.

Josh (01:03:58):
Okay. SteveJLarsen with the J in there?

Steve (01:04:01):
Yup.

Josh (01:04:01):
SteveJLarsen.com and CapitalistCoaching.com. Guys, go check that out. We’ll link them down in the description down below. Steve, thank you for your time. It’s always a pleasure. I cannot wait for your studio to come out, just because, you know, I don’t know what day it’s going to be, but whenever you do that, I’m just gonna rent the studio for the day, just to come out and be like, “Steve, I’m here.” We’re going to film some episode. It Will be great.

Steve (01:04:22):
Can I interview you in it?

Josh (01:04:24):
Absolutely. I think I can clear my schedule for that day. I love it. I love it. Steve, thank you so much for your time. I really, really appreciate you coming on. And any final thoughts or anything you wanna share?

Steve (01:04:35):
Oh. Just get after it everybody, and realize that you cannot compare yourself to other people and where they are in their entrepreneurial path, and their personal development. And it’s always you against you, and you against yesterday. Right? And that’s how you have longevity in this game. Otherwise, you will kill yourself in these big, you know, big swimming ponds of comparison. You’ll die.

Josh (01:04:53):
I love it. I love it. Steve, thank you so much. Guys. this has been, the capitalist pig himself on Think Different Theory. As always, hustle, hustle. God bless. Do not be afraid to think different, because those of us that think different are going to be the ones that change the world. Remember, tomorrow, Natalie Hodson. Thursday, Colin Wayne. Friday, Joe Kaplan. Monday, Julie Stoian round two… about moving on past Trump. It’ll be great. Guys, I love you all, and I will see you on the next episode. Take it easy fam. Peace.