Instead of asking “What do you want to be when you grow up?”, let’s start asking this question instead. On this episode, Russell talks about the importance of considering WHO you want to serve, before you start working on WHAT you are going to provide. Sometimes you might end up wasting time doing a lot of work for something that won’t actually help the people you are called to serve. ---Transcript--- Hey, everybody, hope you guys are doing amazing today. It's Russell Brunson. Welcome back to the Marketing Secrets Podcast. In today's episode, I want to rewrite what all of our parents have been telling us for generations upon generations. And hopefully, save me and you and our kids from the same frustration, because if we fix this, I think we'll fix everything else. All right, so, this is my thoughts today, and I hope you don't mind me sharing with you. But inside of our community, we talk about the fact that, I believe, each and every one of us is called to serve a group of people. It's like, for me, I was called to serve entrepreneurs. And so, I figured like, who are the people I'm supposed to serve? They're entrepreneurs. And then it's like, well, there's a lot of entrepreneurs in the world. Who are my entrepreneurs? And so, my entrepreneurs are funnel hackers. And I give them a name and a title and a belief and all that kind of stuff. And it was interesting because as soon as I knew, oh, here's who I serve, these are my people, this is who I'm supposed to serve, then everything else came really easy. Then it was like, well, what do these people need? Well, they need this, they need this, and then, the ideas, the products, the services, the events, the coaching calls, the podcasts. All the things became easy when I first identified, who am I called to serve? And then, giving those people a name. They're my specific people. Because saying, "I serve entrepreneurs," is tough because there's a lot of people serve entrepreneurs. Now, I'm fighting and competing against everybody else. It's like, no, I don't serve all entrepreneurs, I serve my entrepreneurs, my funnel hackers. And so, it's interesting though because I was talking today with some people, and there's a phrase that we hear all the time when we were kids. It's, what do you want to be when you grow up? And people like, "Oh, I want to be a dentist. I want to be a doctor. I want to be a football player. I want to be... " We talked about who we want to be. But you think about how we actually make money, how we actually start businesses, it's not about who we want to be, it's about who we want to serve. It's like this little thing. And so instead of, with our kids asking them, what do you want to be when you grow up? What do you want to be when you grow up? Or asking the kids who just graduated from high school, what do you want to be someday, when you... After college, what do you want to be? I think to ask that question, what do I want to be, sends us on a wrong path. I want to be a dentist. Okay well, how do you be a dentist? Well, you got to go to school here, and you got to go to school here. And then, when all that's said and done, then you become a dentist. And then, you get your dental degree. Now, you're able to clean people's teeth. And then, cool, now, you can clean people's teeth, the question is, who do you serve? And you're like, I don't even know, I'm a dentist, just everybody probably. And it just puts you on this long, long, long, long, long path that before you ever get to the real question, which is, who are you called to serve? I think we should start switching around like, well, who do you want to serve? Who are your people? Who's your tribe? Who's your whatever you want to call it. So looking at that standpoint, it changes everything. It changes how you start looking at this business and starts changing all the different things. And so, my question for you is you're starting this journey, wherever you are is not so much, what do you want to be when you