Transcription
Welcome to the vault. Today I've got a brand new old book you are going to love. This one I got for sale. It was only $75 cuz nobody has ever heard of it. Doesn't even know the value of it.
It's called The Subconscious Mind in Business. It was written by the same author who wrote a book that is famous, called Obvious Adams, which maybe we'll review in another video. But this is a like a lost gem. A lot of times you find authors who wrote a book they never know about, and then they have these other ones that no one's heard of. And I never heard of this one, and I read it, and it literally, it's one of my favorite. I think I've got about a half dozen books the author wrote. But this one was fascinating cuz when I did a whole event, three events called selling a line where we teach people how to do subconscious selling, which is speaking to somebody's subconscious mind to sell them something. My new book is like using the subconscious mind to sell yourself on your ideas and your goals. And then this book's kind of in between, where it's like literally subconscious mind and business. So I got it, and I instantly read it cuz I was like, this is my type of book.
It's a short book. It's a fast read. But there were some gems in here that actually shifted my perspective on how I structure my workday. So it's a really good one. Especially in the business world, a lot of people don't want to learn about mindset for some reason.
I had this conversation with Tony Robbins. It was after our second Funnel Hacking Live, and I had a chance to have a conversation with him, and I was like, hey, we have this event called Funnel Hacking Live. We have thousands of people from around the world come here. And I'm like, blows my mind. We get, you know, a percentage of people who have success, and I don't understand it. He's like, I'm giving him everything. I give my frameworks, my funnels, my the best of I have, and I I give it all to him. And Tony kind of smiles at me. He's like, oh. He could tell he'd already solved this problem like two decades ago. And he's like, you still think that someone's success isn't based on the tactics, right? I'm like, yeah, that's why like I have the best tactics in the world. He's like, yeah, you have to understand. He's like, "Success is like 10% tactics and 90% psychology." He's like, "It's the things between their ears, their brain." He's like, "People don't want to hear that though." So, usually you have to like sell them what they want, which is how to make money or how to. He's like, "But then you give them what they need, which is help reframe their mindset."
So, I remember after that conversation, that's when I asked him. I'm like, "Would you come to Funnel Hacking Live then and do the whole psychology thing with my people cuz I need them to be successful? Like, I'm killing myself giving them everything I have and I need more success." And so, Tony spoke at our third Funnel Hacking Live. He ended up speaking at five of the ten Funnel Hacking Lives, and he would always focus for three to four, or one time he went for like six or seven hours on psychology.
And so psychology is interesting, and I' I've noticed a lot of, especially business owners and entrepreneurs. They don't want to focus on; they don't think it's what they need. They think it's like I just need the tactic. I just need the strategy; if I get those things figured out. But the reality is, this is me doing this now for two and a half decades. I've been in this business 25 years. I've coached literally hundreds of thousands, if not millions of entrepreneurs at this point. It's not that they're smarter or better looking or faster or like have more money. It literally is the ones who understand how to control their mindset are the ones who win.
And I saw this initially in athletics, right? I grew up as a wrestler. During practice, I would lose to these guys. They were better wrestlers than me. And then we'd go to these tournaments, and we step on the mat, and they would lose to people they shouldn't lose to. In fact, one of my closest friends, I can never beat him in the wrestling room. Like every single time, same weight class. So, he was varsity that year, I was JV. I could not beat him. And then we went to a tournament. And in the tournament, we were on opposite sides of the brackets. We started going through. There was a guy that he lost to. He lost to him by like, it wasn't even close. He lost to him by 10 points, right? I wrestle that same guy, and I tech-falled him, which tech-fall means I scored 15 points more than the other guy, so they stopped the match early, and I was like, how did you lose to, like it so fascinating to me, and so like you look at head-to-head skill, by skill, muscle strength, all the things like he was better than me. When it mattered, I won. What's the difference, right? Like it literally is your psychology; it's your brain, like and nobody focuses on that. We want to focus on putting in the reps and running and all those kinds of things, which are great, but we don't focus on the thing that actually matters the most, and the same thing happens in business.
So what typically happens is I try to trick people into like coming to our world, teach how to build a funnel, which they need to know how to do. But that is so simple. Like I can build a funnel in an hour, right? The rest of the time, like while they're doing that, I've got to fix their mindset. I got to break the false beliefs. And if I can get them on the right path, then they can be successful. And so it's again, it's one of those things that unfortunately people won't spend enough time talking about. Like when you do focus on that, it's the only thing that actually matters.
I'm doing this now 25 years. There are different times where I would peak out in my success, right? And every time you hit a plateau with something, there's some belief you have that's holding you back, right? Because the person who's making $100,000 a year versus a million versus 10 versus 100. They're probably not working differently. They're probably not smarter. It's like there are beliefs they have internally.
And so for me initially, I think one of the first plateaus I hit in my business was like the six-figure mark because in my mind, I remember my dad made six figures a year. And my dad was wealthy in our neighborhood. I was just like, I was like that's a lot of money. And so in fact, I remember I was hustling. I was doing all sorts of stuff. I was selling things. I was having some success. And I'm on a call with somebody. He was doing an interview with me on a teleseminar before podcasts were even invented. And he asked me, he's like, "So, I bet you're probably made six figures so far in your business." I was like, "No, like that's not even possible." And that's what I was thinking. I was like, "Actually, I have no idea." So, I went back and I started looking at my bank accounts, my PayPal accounts and different places money was coming in, my checks. And I added it all up. And I'd done over $100,000 at that point. I was like, "I had no idea." And in my head, that was such a big number. I was just like, cuz that's what my dad made. And so, for me to go from 100,000 to a million was the first like gap that was really difficult cuz it was like my dad was successful. That's what he made. And so, to make beyond that was just like I don't know. It didn't seem real or possible. And that was hard for me.
So what happened about that time in my career is when I started going to events and I started meeting other people. These were people who already broken the million-dollar mark. And I started being around; I started talking to them. I started having phone calls with me and just like trying to surround myself with that because that seemed so far for me. And then being around people who actually hit it, all of a sudden like the more time I spent, it's like, oh, this is actually possible. I can actually do this. It took me a couple of years before I broke the million-dollar-year mark. I remember breaking it. I was just like, oh, this is awesome. And then the next ceiling, cuz you know, the next 10 million, like I didn't know I made $10 million. It was not something that was even something I could fathom or was even possible. In fact, I remember I did a podcast episode saying, "You have to be an idiot to want to make $10 million a year." In my head, I was like, "That's the dumbest thing in the world. Why would you ever want to do that, right?" And I had these false beliefs. It was selfish. It was greedy. It was wrong. Like, whatever those things might be, right?
So, my first plateau is like, "I can't make more than my dad." Next plateau was like, "A million dollars is like this scary number, right?" And the next after that was just like, "Why would I need that kind of like what was the purpose?" You know, like it didn't seem like something that was of value. And so, for me, like there's always these different belief patterns. A lot of times you don't realize what they are until you figure out how to break them or you're looking back or you find someone who already has, and you're like, "Man, this person does not have those beliefs that I do."
I think I've done four or five interventions with Tony where I bring him a question; he like does his Tony magic and like changes my brain. It was after ClickFunnels has passed $100 million a year, and I was stuck, and I was like, "I don't know how to get to the next level. I can't figure it out." And he's like, "Well, who are the people you're spending time with?" I was telling him, he's like, "Well, cool. Those are all people that have gotten businesses to your level. The thinking that got you there will not get you to the next level." He's like, "Proximity is power. Like you you were in proximity to those people, got you to that level, but those people are at that level. He's like, if you want to get to the next level, you have to get in proximity with people at the next level. And that's how you're going to get because it's going to shift your beliefs, your mindset, your subconscious mind, and that'll get you to the next level. That was just a fascinating breakthrough for me cuz I thought, you know, like is there a level beyond this? And that's how you find it, and that's how you figure out what beliefs are holding you back.
So, the interesting thing about this book that's different than like a traditional book about the subconscious is he's trying to show how your subconscious mind can bring out the creativity you need. Right? A lot of times, how many of us go and we have a problem that we're trying to fix, right? And so you're doing meetings, you're reading books, like trying to solve this problem, trying to solve this problem. You can't figure out the problem. And then, has this ever happened to you where you're in the shower not thinking about it? You're showering; all of a sudden, like the idea pops, like it just shows up magically, right? Like that's what this book's talking about. How do you create those moments?
A little while ago in the office, we same thing. We had like eight of us in the in the the bull pit talking about something, trying to solve this problem, try to solve this problem. And we spent like an hour and a half, two hours on it without coming to any like none of us got an idea. And after about two hours, I'd been drinking way too many updates and, you know, drinks and stuff. I was like, I got to go to the bathroom. So, I went to the bathroom. I'm literally gone maybe a minute. I disconnect my conscious mind. I'm like, "Okay, I'm going to the bathroom." And instantly the idea just pops up. Right? This is what his book talks so much about is is learning how to use your subconscious mind.
In fact, on page 13 here, he's talking about business people, entrepreneurs sitting at desks. He says desks are not thinking machines. In fact, they are, with the paper and the clutter on them, they're apt to be distractions rather than to help us to actually think. They are the one place where men get so close to his business they can get no perspective on it. So he talks about here is he starts talking about creating what's called he calls the six-hour workday. You know, kind of like Tim Ferriss's 4-hour work week. He says six-hour workday. He's like for six hours you're in there and you're able to work consciously, like you're trying to figure out problems, you're solving stuff. He said the last two hours of the day, well he found all the business executives he coached on this, the last two hours of the day they would stop doing like active work, and then they would try to like engage their subconscious mind. I need creativity. I need ideas. You don't do that by sitting at your desk working, working. You do that by disengaging for most, like they sit down the last two hours a day from 3:00 to 5:00. They're reading a book. They're talking to coworkers. They're walking. One of the stories here talks about Henry Ford where he says Henry Ford, who obviously one of the most successful entrepreneurs of all time. He said that he didn't ever sit at his desk. He would walk back and forth and back and forth. He said that's how he became so successful because he's never sitting here consciously doing work. He was spending time on the things he loved the most, thinking about and then like the ideas would just kind of would pop up to the surface. And so that's what is one of the coolest things this book talks about.
As you guys know, I am a workaholic. I love working. I love sitting at my desk writing, reading, like my days are jam-packed with a whole bunch of stuff. They have been for a decade plus since we launched ClickFunnels. I have not stopped moving. Like it just keeps going and going. As you probably know, about a month and a half ago, I was at a wrestling tournament, and I detached both my biceps. Literally, God is like basically took me and put me on the sidelines. Like Russell, you cannot work for a little bit. So, I lost this arm first. I got surgery in this arm. I could not type. So, I had one hand. So, I'm typing with one hand as fast as I can, you know, still trying to get everything done. And then on two weeks later, I got this one done, and all of a sudden I'm in a double cast. I cannot type. And so, I'm stuck there. And you know, if we had an event, I was on stage at an event with a double cast. I couldn't talk. Earlier today, Todd Dickerson, who's my business partner at ClickFunnels, Todd brought to me and to our entire team like basically some big issues we were dealing with and struggling with, right? We sat there for like two hours trying to figure out how do we solve this problem? And same thing, like we're going around everyone's putting ideas, and like we left the meeting uneasy cuz like no one knew the answer, and it was like you have to solve this problem or else there's going to be bad things that happen, right? Like you're going to have to lay off team members, you're going to, like it was one of those kinds of problems. And I remember going home that night, and I was tired. It had been a long day. I had no arms, so I was frustrated. And normally what I would do is I would like, you know, have someone turn on YouTube, and I would try to like sedate myself and numb my brain. But for some reason, I I didn't want to. My wife left for a church activity. So, I was home alone for a little bit. And so, I remember sitting down. I'm sitting on the couch. I'm just going to think until the answer shows up. So, I sit on the couch. I'm just kind of daydreaming and thinking and stuff. And within 15 minutes, all of a sudden, like boom, this idea popped in my head. I was like, "Oh my gosh, I think it solves the problem." I'm looking from this angle and this angle, every single angle. I was like, "This solves the problem." Like within 15 minutes, it just showed up when I disconnected from me working and doing stuff. And I was telling someone later; I was like, I feel like God literally like stop working, put me on the sidelines and like let me like push something in your subconscious mind. So he literally put me on the sidelines so I couldn't do anything, and all of a sudden like all these ideas start coming. And so, a four-week period of time where I could not use my arms, doing literally what he talks about in this book, like shifting from, you know, the 10-hour workday that Russell's normally doing, even I couldn't even do a six-hour workday that he talks about, recommends in this book. I was literally doing like a one or two-hour workday, and the rest of the time like I could just think or walk or, you know, whatever. And that's when these ideas started bubbling up.
So it's pretty powerful when you understand like that's how your subconscious brain works because if you can't find the answer consciously, your conscious mind can only find things through your five senses, right? So if you can't see it, taste it, touch it, smell it, or feel it. If you can't get the data from there, like you can't find the answer. If you can't find it from one of those five senses, you need to step back and let your subconscious mind bring it to you. And when you understand that, that's the main principle of the book. That's how you start getting more creative in business. All these ideas will start bubbling.
Now, this book obviously talks a lot about using your subconscious mind for creativity. But the other thing to understand is your subconscious mind. It's the belief patterns you have. Yes, it will give you ideas, and those things will bubble up when you take the time to break away. But also like your subconscious mind, your subconscious beliefs are the level you're at. I remember Tony Robbins one time talking about how how your subconscious beliefs are and your identity. You're kind of like a thermostat, right? Where if your thermostat is set at 72, you may get a little above 72 or below, but like it snaps back up, right? Gets above, like the air conditioner comes on, snaps back down. You go down below, and the heater snaps back. But like that's like your floor, your subconscious floor, right? It's a lot of us like we have these beliefs, and this is our subconscious floor, right? And we have a desire to raise the temperature, to raise the heat to 90 or 100 degrees where we want to be at, right? And so we have we set that conscious decision like I'm gonna do the thing, right? What happens? It goes up a little bit, and then your subconscious is like, uh, nope. It snaps you back down to where it believes you you belong, right? To that level. And so we all of us we have these subconscious floors, these beliefs we have. And so if you ever felt stuck, like that's the reason why. So understanding your subconscious mind, how to figure, okay, where's the beliefs that I'm at? How do I break those beliefs and set a new temperature, right, a new level? Like that's the key to start moving up and actually having more success than you are today.
If you want to get a copy of this book, they are hard to find; first editions. There are some reprints on Amazon. They're okay, but I've got my notes for this. So, if you want to see my notes on this book, going chapter by chapter, sharing the best quotes, the best ideas, examples, and case studies, and how you as a funnel hacker, you as a marketer can actually implement these things inside of your busy workdays, down in the comments in the description, we will have a link to the notes where you can get notes for The Subconscious Mind in Business. This book is awesome. It's powerful. It's a quick read, but it's something that'll help increase your creativity and help you to break through whatever sticking point you're at and get to the next.