Follow along and create your own Value Ladder as I show you how I designed my personal one.   It’ll probably come as no surprise to learn that I love the book DotCom Secrets ;-)    DOTCOM SECRETS - MY FIRST TIME    I first read DotCom Secrets when I was in the army…   I was on a security line training - it was ten days lying prone in the dirt.   It might NOT surprise you to find out I have a very active brain, and I can only study bugs for so long…   Army uniforms have these cargo spots where you can store things    I kept DotCom Secrets in a plastic bag in my pocket to keep it from all the dirt and the crazy intense rain.    With my M16 in my right hand, I’d pull out DotCom Secrets…    I’d take out my pen from these pen slots on the side of my uniform, lay my weapon down and take notes.    I don’t have my original copy, which kinda stinks, but it was marked to death 'cause I really go deep.   Before I read DotCom Secrets, I was probably on business try number 10/ 11/ 12, or somewhere around that…   But it wasn't long after reading DotCom Secrets that things started really working for me, and part of this was because of the topic I want to talk about today, which is value ladders.  HACKING THE VALUE LADDER   So what is a value ladder?    Right at the bottom of page 23 of DotCom Secrets, it says:   A value ladder is where you want to take your client.    *THAT’S IT*    … that's all a value ladder is.    It's where you want to take your client.    Funnels are NOT the only thing that Russell's popularized in the Internet marketing space- he's kinda credited for being the one that popularized value ladders too.   And now,  I wanna teach you…   How I use value ladders after reading DotCom Secrets..   Where most people kind of mess up when they focus on creating a value ladder.     After reading DotCom Secrets, all my college notebooks were crammed with drawings of funnels and value ladders …   They were HUGE value ladders with tons of steps - they were MASSIVE value ladders.     However, one of the things that I got stuck on was thinking that I needed the entire value ladder planned and designed before I could even start building a funnel.    I want you to know, that's actually NOT true.    That's NOT the way ClickFunnels builds their funnels, that's NOT the way I built mine, but most people think that’s what they have to do.    When I ask "What's the model you're following?" A lot of times what that means is what’s the value ladder?    Do you know the value ladder/ the model that your industry uses most and has all the success with? '   … ‘cause it's the template.    When I started realizing that there where models,  I’d be sat in classes thinking, "Man, all I gotta do is follow the model! What’s the info product model?"    YOUR CORE IDEA   Now, if you don't know, we have OfferMind coming up, and OfferMind’s purpose is to to help you find your core idea.    The reason I’m bringing this up is that…   I'm following the info product model   If you’re in the e-commerce model there’s a value ladder that is proven to work really well for that too.    If you’re in, B2B, there's also a value ladder model.    ClickFunnels follows the software plus info product model.    If you guys aren't watching on YouTube, this might be one of those episodes that’s powerful for you to watch, and actually see how I draw this out.    So if we take the DotCom Secrets definition of a value ladder, remember that...   A value ladder is where you want to take your client.    This is a cool framework that you can use to develop your entire company.    But there are a few specific things about this model that I want to share with you that’ll help you get the MOST from it…   HOW TO NAVIGATE THE VALUE LADDER  The goal of the the value ladder is to ascend your customer to very tip-top, (I'm gonna put a star there) - that's where you want to take your people.    The top of your value ladder is where you want your dream customers and your dream p