It’s WHO Not HOW
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It’s WHO Not HOW


“Find the right WHO”

In today’s world you have massive search engines to go out and learn to do what you want to do. But is learning how to do everything in your business the best use of your time? Trying to do everything yourself, slows down the process. When you focus on the who not the how, a business can scale really fast. Learn the steps to implement this in your business to scale it to the next level.

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Episode Transcript

Speaker 1:                           00:00                     Welcome to funnel hacker radio podcast, where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales, dominate their markets, and how you can get those same results. Here is your host, Dave Woodward.

Speaker 2:                           00:17                     Every welcome back, Conoco radio. This is going to be a fun little episode where I was talking to. I want to talk to you a little bit about some of the things I learned when I was with Dean Graziosi and Russel right before 10 x and the crazy things that russell blew up on stage at Tedx was just insane. We started actually what happened was Russell and John Parks in it flying down to spend a day, spend time basically with Dean Graziosi and talking about some of the different things he’s doing, his business and the stuff we’re doing in ours and really just kind of sharing back and forth and one of the things we’re sitting there at the Dean’s conference table talking about stuff that he mentioned and I want to make sure you guys understand this and use this in your own business. And that is the principle of who not how, and it’s something I’ve seen happen so often.

Speaker 2:                           01:00                     We use it a ton here at click funnels and it’s really been one of the main things that has helped us grow at the pace that we have. Most importantly though, I’ve seen it in the lives of others where when they focus more on the WHO and not the how, it’s when they’re. That’s how their business is scale so fast. So let me give you a cat, a little backstory here, and that is these days due to the fact that you’ve got Google and you’ve got youtube and all this other kind of stuff, massive, massive search engines where you limited can spend all the time and the energy. You want to go out and learn how to do anything in the world. You want to do a if you want to spend the time. In fact, one of my favorite songs is actually from Macklemore, 10,000 hours and he basically says, no, the grades weren’t great because at birth they would.

Speaker 2:                           01:47                     They could paint. The grades were great because they paint a lot and a lot of times people think, well, what I need to do is I need to master my craft. I need to spend all the time on how and I’m going to learn how to do this. I’m going to learn how to do social media. I’m going to learn how to create a funnel. I’m going to learn how to go ahead and drive traffic. I’m going to learn how to do seo. I’m going to learn how to to become a massive Lee, amazing copywriter back. I’m also going to learn how to edit my own videos, and so all of a sudden as an entrepreneur, we get this idea that we have to go out. We have to learn how to do absolutely every single thing ourselves, and the only thing that does is creates a ton of angst, frustration and slows down.

Speaker 2:                           02:26                     Our process. Does take a look. When Russell was building click funnels, one of the things he looked for, and you have to understand that when clickfunnels came around, it wasn’t Russell’s first time trying to build click funnels. Tried three other different times by hiring different outsource developers and trying different things and it never ever worked. It wasn’t until he brought in the WHO, which was todd Dickerson, who knew how to do it, and they had an exchange of value back and forth as far as Russell handling the marketing side, taught, handling the Dev side. That’s what ended up creating and building click funnels was having the right who not the how. Another example recently is we’re in a situation, uh, towards the end of the year where a Stephen Larsen wanted to go ahead and had been working with Russell for the last year and a half and really became Russell’s right hand guy when it came to funnels and building funnels.

Speaker 2:                           03:23                     And we’re joking around with the other day about how literally Russell and Steven can be talking and they weren’t even finishing each other’s sentences. They got to the point where they’re literally finish each other’s thoughts, were very few words, whatever it actually exchanged between the two of them. And they go, OK, got it. You got it. I got it. OK, go, go, go. And it literally became that quick between the two of them. Well, it got to the point where Steven has always had this desire to kind of go out and do his own type of thing and it was mutually beneficial for him to go out and do that. And so all of a sudden we’re in a situation where we no longer had steven here who’s going to be helping build funnels without OK, we gotta find someone else to build funnels. So we went out and hired different people.

Speaker 2:                           04:00                     Now we brought a nick to help build funnels. But what happened was it created this new situation to where it was like, listen, how much time as we look at trying to scale click funnels from where we’re at right at the end of 2017 with just over 50,000 customers. How in the world are we going to get 200,000 customers by the end of 2018? And one of the main things we realized is the only way that’s going to happen is by Russell doing less of the actual funnel building. Even though part of that is his, his love and his passion to everything else, there’s other things. As the CEO and co-founder he needs to focus on, so we ended up bringing in James P [inaudible] who is just a genius at Trello and he’s amazing at it. Really bringing together systems and so one of the main things he’d spent a lot of time with Russell doing is going through the different things that Russell was doing and thinking, OK, who can we now hire and bring in to do this?

Speaker 2:                           04:54                     Who can do the copy? Who can do the graphics, who can do some of the funnel building, who can do some of this? And We created this amazing internal agency out of necessity to find a way of replacing Stephen and also freeing more of Russell’s time up and it was extremely painful at first. Kind of working through it and everything else like any change is. But the amazing thing was all of a sudden we started finding out there was a lot of who’s out there who knew things extremely well, who are great at it, but more importantly, the cohesive group together created this gel that basically all of a sudden things started to go into much fat, faster pace to now we’re looking at the St OK, how, how much time would it take to, to rebuild a funnel and get it out there or to create a new one.

Speaker 2:                           05:40                     And this whole agency model has been facilitated because of James being in the office. And the irony was all of a sudden it was, you know, fast forward two months. And James gave me the opposite and saw Russell basically stretching out his back on and one of the foam rollers has in his office there. And it was like, this is really, really a weird time for me. And James, like, what do you mean? He goes, this is the first time where things are working without me having to do them. And it was like this huge epiphany. Like, oh my gosh, if I hire an, uh, bring in the right who it actually allows me to get more done and allows you [inaudible] now what Russel going to do is focus on his unique ability and his strengths, which he has a ton of, and that allows him then the ability to actually help us to click funnels to level.

Speaker 2:                           06:28                     We’re trying to go. My only reason I mentioned that is I want to make sure that you understand as an entrepreneur, the key here is the who more so than the how don’t spend all your time and energy trying to create, how am I going to do this? I’m going to do that. Just find the right who. And so take me back to where we were at. The Dean’s office dean was we talking about a couple of different strategies as far as youtube and things like OK, so let’s see. We can either learn, we can learn you youtube or you know what, who’s the best youtube guy out there that I can hire? And it was just that epiphany of forget trying to learn it for getting your team, trying to do it. Just go out and bring in the best. Hire someone who else who already knows that and let them come in.

Speaker 2:                           07:10                     Now I know what a lot of you guys are probably sitting there thinking is, well Dave, that takes money. And as an entrepreneur right now I don’t have that. And so it’s just me trying to do everything I can myself. I get that. I’ve been there. I know exactly how that feels. The one of the key things that I can tell you, the very first thing any of you need to do is take a look at your time and the first thing you need to hire is an executive assistant. You have to have an admin person that your time is worth so much more than the little tiny stuff that you’re doing in that, that who will allow you to really focus on your business. And it really doesn’t cost you as much as you think it does. It’s by far the first investment in yourself that you have to make.

Speaker 2:                           07:49                     The second thing then is to take a look at who else you can bring in that ash can do things that you can either one share in some of the profits with or who you have other things of value that you can provide to them. And what I mean by that is there’s a ticker example. We, um, with click funnels. We have a situation where we’re always, you know, Ryan our CTO and taught our co founder always out looking for additional developers. And one of the things we learned years ago was an, a player is worth literally a thousand to 10,000 times more than a b player, not just in, in what they bring. It’s the way they think. It’s the way they get things done. It’s the speed at which things get done. It’s the cohesiveness they have with other a players. It’s a process of a mastermind is the craziest thing.

Speaker 2:                           08:41                     And then I’ll do a podcast just on a-players at a different time, but realize the key here was bringing on a as well. First of all, a-players costs a lot. But the other thing we thought is how are we going to attract some of these a players who some of our Dev guys have worked at and Google and Yahoo and I had these crazy, crazy don’t careers and so Ryan said, you know what, one of the most appealing things for a lot of these guys that we brought in. Yes, the money’s has to be. There has to be somewhat comparable, but what we were able to find actually is we actually were able to pay some of these guys less than they were making before because we provide the opportunity. One of those opportunities was actually to work from home. They don’t have to go in.

Speaker 2:                           09:21                     Some of these guys basically working up in the bay area were commuting an hour and a half to two hours each and every single day back and forth and away from their families were here. They actually stay remote and they could work from home and so that was a value add to them. The others, some of these guys, they want it to basically work on something that had a massive impact. They didn’t want to be working on the back end of twitter where they were taking care of a couple of little tiny pieces of code and that’s all they ever did and no one will ever see the impact, and so because of the impact that they actually could have on a platform like click funnels that could then go out and change, literally provide freedom to entrepreneurs. That’s what excited them. So if you take a look at what you’re, what you’re doing and the stuff that you’re bringing together, a lot of times it’s not necessarily just the dollars, it’s not always cash that people want.

Speaker 2:                           10:07                     You’ll find it’s amazing to me how much people will do for other types of things aside from cash. Sometimes it’s just they’re in a bad situation and they’ll take less money now just to be appreciated. Others, it’s they, they want to be able to be part of something bigger than what they’re currently working on. I mean, there’s so many different things, so just as you take a look at your business, first thing I’d encourage you to do is first of all, go out and get an admin. It’s the most important. It’s the most important decision any of you guys can make is you have to hire an admin person to take care of this of stuff that you don’t need to be doing. Second of all, after you hired that admin person, then take a look at what are some of the strengths that that you have and what are the areas that you may not even like to do, even though you might be good at it, but you don’t like to do that.

Speaker 2:                           10:54                     You could bring someone else in to do for you, so just realize that when you’re looking at building your business focused more on the WHO and not the how. Having an amazing day and amazing time. I hope to hear from you guys soon. If you guys like what you’re hearing, by all means, please go to itunes and rate and leave a review. I’d love to hear your feedback. Send me a personal message on facebook if you’d like to do that as well, but again, we’d love to start seeing some more ratings and reviews that something I’ve never really pushed before. I’m gonna. Start trying to get some more ratings and reviews out there, so go to itunes and leave a rating or review. Send me a facebook message. Let me know what you’re liking. Let me know what you’re liking and by all means, I wish you all the best in your business and we were talking just the other day recently here at click funnels, a russell. I overheard him on an interview he was doing and the whole reason basically was talking about this idea as far as the reason that click funnels exists is to give freedom to entrepreneurs and I’m a new podcast later on, the importance of freedom, but just realize that’s the whole idea why click funnels exists and one of the best ways to get you freedom right now is to focus on the WHO and not the house.

Speaker 3:                           11:58                     One of the things that means a ton to me is the personal reviews that you guys leave on itunes. If you wouldn’t mind going out, rate the show, let me know how I’m doing. Just go to Itunes, click on the episode and rate it and leave a comment. I read all the comments. I appreciate all the stars and everything definitely already left for me. Again, it really appreciate it and it’s my way of finding out how I’m doing so if you don’t mind, I’d really appreciate it and I again, thank you so much for all you guys do. Have a great day.

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Funnel Hacker Radio w/ Dave Woodward