Here's a walkthrough of how my offer evolved after something I realized while building funnels for Russell (and his clients)... Fulfillment is NOT one of the pieces that’s often exposed in a marketer's world. We MUCH prefer to talk about something that (on the surface) can seem waaay sexier… Have you guessed??? Yes, marketers LOVE… Sales Sales Sales Sales And MORE SAAAALES! But the reality is… If you don't have great fulfillment - you’ve got a short road ahead of you. This all dates back to my ClickFunnels days - you may have heard the story, but *Listen Up* ‘cause I want you to understand where this epiphany came from… MY OFFER CREATION #RUSSELL’SWATCHINGME I remember sitting with Russell as he coached his Inner Circle… We were in the old office where we sat almost back-to-back… We were a little bit off-center, but we were only feet away… I had two monitors… And on the left one, (if we both had nothing on the screen) ...his face would reflect off of his monitor onto mine… Straight into my face!!! I always tried to keep something on the screen - so that Russell wasn't looking at me. I mean, what would you do if you were sitting right next to that guy??? ...it was stressful for me for a little bit. Anyway, when Russell was coaching his inner circle - they were usually nine hours burner days. He coached really hard… Eventually, he sat back, muted the mic, turned off the video, and took a deep breath. I was like, "How are you doing, man?" He's like, "That was A LOT!” I was like, "Yeah, and you're still going... It's funny man, you're saying the same thing to every single person!" And he goes, "I know, isn't that crazy?" I said, "Yeah, it is crazy. Every business is pretty much the exact same." (That's what really helped me realize that this works for every business. I was listening to him coach, pretty much every business scenario you could think of) So we decided to create a program where, instead of getting bits and pieces of Russell's brain, there was a sequential order. I spent six months going through 12 years of Russell's material… I ordered it I organized it I said, "Okay, in order to do this, you really have to know X, Y, and Z.” “In order to know that you really have to do one, two and three." Last Funnel Hacking Live, (maybe it's two ago)???... Russell screenshotted my spreadsheet - it was HUGE!!! It was five full *very small font* spreadsheets - which actually became the basis of the first Two Comma Club coaching program… I was the only coach for 675 students... For a whole year, I worked with the students. And as part of their membership, they came to a three-day live event. Now, I'm telling you this because this LIVE EVENT very much influenced the way I do OfferLab today.   (... and if you don't know what OfferLab is, I'll tell you in a second.) HAVE YOU HEARD OF MY OFFERLAB? So what happened is… I've ALWAYS had this itch to get on stage (I even dream about it)... So I asked Russell, Please put me on a stage!, I really wanna do the 3-day event." And he's like, "Okay, sounds good." We decided that he would teach the first time - so that he could test all the material... and then I would teach all the follow-up events. And so that's exactly what happened. Russell taught the first event and tested all the material - then I taught the others - it was a lot of fun. (Russell and I talk about how we ran the FHAT events together in the NEW rewrite of Expert Secrets.) People paid 18 to 30 grand-ish, (something like that), to be in the room for three days. And the focus was on webinars. I know that there's all this disbelief around webinars… Well… Webinars work REALLY well, which is why I do them constantly and for EVERYTHING. So when I started realizing that I needed to ClickFunnel for my own personal growth, I was like, "Hey man, I don't really wanna go, but I need to." And luckily, Russell was super cool about it; he was like, "I get it completely, go." And so I left. When I left, Russell didn't wanna keep being the g