Today’s guest has over $35 million in sales and is here to teach you the importance of defining your audience. By better understanding who your ideal customer is, you can serve them better. And it all starts with what he calls, “mind mapping.”

And one more thing. Before I share this episode, quick and funny story about recording with this guest.

Half way through our recording, a dog kept barking outside my office. I let it go as long as I could before I hit mute on my mic and yelled “Shut up!” But the guest paused and said “hello?” Why would he pause and say that if I hit mute?

After recording I was sending the files to my editor and listened to a few seconds and noticed my volume was unusually low. And then it clicked. “I think my computer dropped my studio mic.” So I looked up the mic source and, sure enough, it stopped using my professional mic and started using the built in mic. So he heard everything, and is why my sound is lower quality this episode, which I apologize for.

But great episode as usual, and I look forward to you hearing this guest’s great stories.

Please welcome Mitch Russo.

Episode highlights:

  • 1:23 – Establishing Credibility
  • 6:18 – Content Strategy
  • 8:45 – Before Starting Podcast
  • 13:40 – Connect and Resonate
  • 16:57 – the concept of giving away the farm

Learn more about this guest:




Podcast Episode Transcripts:

Disclaimer: Transcripts were generated automatically and may contain inaccuracies and errors.

Meet Mitch Russo. Oh, actually I should ask you Russo wrestle. Russo Russo. Okay. Alright. Meet Mitch Russo, who started a software company in his garage and sold it for eight figures. Then he went on to work directly with Tony Robbins and Chet Holmes to build a $25 million business together. He’s been featured in Forbes, entrepreneur thrive, global inc magazine, and is a regular contributor to medium. 

And he’s also been nominated twice for ink magazine’s entrepreneur. Of the year Mitch helps companies scale rapidly, and we’re also going to chat with him today about his first book, the invisible organization, how ingenious CEOs are creating thriving virtual companies. And he’s been here with us today to also chat about new book, called power tribes.  

How certification can explode your business, Mitch, I can relate to a lot of this. So I’m excited to talk with you. So thanks for jumping on. Let’s get going now. I’m glad to be here. Let’s uh, let’s maybe talk about these, these little things, Forbes, entrepreneur type global start there because I know a lot of entrepreneurs or aspiring entrepreneurs say I want to be big and famous and I want to be featured there, but they kind of forget the steps all in between about how you, you kind of have to establish credibility first before you become the expert.  

So maybe start a little bit with your journey and how you got to be respected by such outlets like that. Sure. Well, let’s, let’s be clear. I mean, these days you can buy access. You can pay a thousand or $2,000 and get someone to write a few articles for you and get you, you know, name recognition, publication, uh, but that won’t really help your career.  

That won’t help your business. What you have to do is you have to. Build a plan. That’s sustainable plan. When, I mean sustainable something you could do every single day and be comfortable doing it, where you are reaching out and getting something published every single day. Now that may sound hard, but once you get into the rhythm of it, it’s not too hard at all.  

Now do you, so me, Kevin, from the SEO world, we strategize our content. And so I resonate a lot with you saying, coming up with a plan, um, maybe speak a little to that. Do you have some advice on how do you get in a rhythm? Cause a lot of times it’s, you know, what do you write about how often would you write about, so how do you build a process out of that?  

Well, of course a podcast helps a lot. Um, my podcast called your first thousand clients, uh, has just recently been rated to top 200 show. And what that, yeah. And what that means is that enough people are hearing it, that you can use it as a vehicle to make. The world aware of what you do. Uh, it didn’t happen yesterday and it didn’t happen because they paid a consultant.  

In fact, I didn’t pay a consultant. They took a course for about 150 bucks learned everything I had to learn. And then just started asking people if they’d like to be on my show. I even made it clear that I had no listeners, no other guests. Would you like to be on my new show now? It’s like, all I know.  

Yeah. It really is a name right now and an idea. And luckily many of them said yes, and it just kind of took on a life of its own. But here’s the interesting thing, which is a corollary for just about everything we were doing. I started interviewing people. And I struggled at first with, uh, how to get the show produced and hosted and all that stuff.  

I, I got past those issues and then I started interviewing people and I started to watch my stats, uh, on Libsyn, which was the first place I hosted. And I think the first week I released, I had nine listeners. I said, okay, well, somebody’s got to start somewhere. And then it grew to about. 20 listeners and then 30.  

Um, and there were stretches of months, month after month where my listenership didn’t go down. In fact, that seems like it was, it didn’t go up. It seemed like it was going down. Uh, but I, I was committed to the process. That’s what I said about getting into a rhythm. I was committed. To making this show successful.  

The only way I know how to do that, just to keep doing it. Uh, I listened to other podcasts. I tried to understand how. They spoke in a way that made what they said. Interesting and learn to use cues. I mean, it took it, the nuances are where the true power is, and it took a while for me to get that again, that’s kind of like with any business wouldn’t you agree?  

Yeah, for sure. And, um, you know, obviously. I have a podcast and I think I agree a hundred percent of everything you said. Um, I think, you know, w w we’re going to use the podcast to segue into a lot of other topics, but I think those topics that, you know, it’s valuable to still chat about this a little bit further, and for our listeners to keep in the scope of.  

This advice being applicable to things beyond a podcast. But for example, you say you got to commit to the process and you have to be flexible and willing to pivot as you go and understand. You’re not going to get to the finish line first. Like you got, like you said, you got to start somewhere. And so, um, I admire your journey because not only for a podcast house elsewhere, a lot of, for people that aren’t aware of the podcast world, there’s a statistic that floats around that.  

Most podcasts die after the 11th episode. And because people start and they realize, wow, this is a lot of work. And I think that’s applicable to just about anything in business. You gotta be willing to suck before. You’re good.  

So, you know, the, the original question was. How do you come up with content strategy? And so you start talking about podcasting. So it is, I’m assuming where you’re moving with that is that you can use that as a starting point or content. And then do you repurpose a lot of the knowledge that you share in a podcast in other ways, is that where you’re going.  

Well, you’ll appreciate this telling me before that you were, you were involved with this SEO work. Um, my podcasts are, uh, every show is, it looks like a magazine page. It’s so beautifully produced, uh, to complete transcription of, of every single word said. And, um, The other thing is, is that all of the, the art is custom and all of the captions are SEO aware.  

So when this publishes, um, I’m putting about 800 words a week out there. In this one post. Um, I think it’s hard to know. I think my keyword count is over 200 now, above in the top 10. So it’s yeah, I mean, and it’s all due from the podcast. So what happens now? Podcast brings thousands of people to my page.  

And by the way, here’s a tip. The podcast is hosted on my authority site, Mitch So what that means is that all this traffic coming to my podcast is actually going to the Mitch Russo site, which means that my site rankings increase, which means I have more people looking at who I am and what I do all that is SEO.  

You know, that. Yeah. And I think, you know, the lists I’ve heard me chat about SEO before. Um, but I there’s a lot of value in really what you’re saying at the end of this is that content doesn’t have to be as hard as you think it is. Cut. I mean, I don’t want to discredit, but content is hard, but what you found is it as a relatively easy way to share your expertise and your knowledge without having to pound the keyboard.  

And so you can take that and you can go even further. And I don’t know if you do, but you can go even further repurpose that content and use it as a narrative script for videos and infographics. And, you know, sky’s the limit, but you found a very easy, seamless, scalable way to produce content. Right. And to be clear, I could do better.  

I mean, this isn’t my full time job and it’s not the only thing that I count on. Um, the other thing I do, which again, it’s not for everybody. Um, I have an interview series that is conducted through email. So you might say, well, how does that work? It’s kind of interesting. I came up with, first of all, let’s start at the beginning.  

Before you do anything, before you start a podcast, before you start a business, you got to know who you’re talking to. Who is your target market? Who is your ideal prospect, who if you reached, would be most likely to say yes to anything you’re offering. Well, for me, one of those audiences, I have three basically, but one of those audiences, uh, happens to be, um, SAS company, CEO, SAS software, as a service company CEOs.  

So what I’m really doing is I’d love to find a way to speak to the CEO of software companies. Why? Because my, my premier services certification. And that’s the topic of my book, power tribes. So if I could reach a SAS company CEO and share with them what I’m doing, I know the odds of them saying yes are much higher than if I connected with just about anybody.  

Yeah. So I hired a company to conduct these interviews. Now these interviews are email and it’s the top five lessons I learned starting my SAS company. That’s the topic of the interview. These go out to all of the top SAS companies, CEOs in the industry, and it’s their publicist. And the publicist writes back. 

We then format that as if it was a live show. So if you read it, you think it was me talking to the SAS to you there.  

Published every single day. So happening as I have by-lines on authority magazine, all those publications interview by Mitch Russo interview conducted by Mitch Russo. Um, and, and the fact is, is that the interview was conducted through email doesn’t mean it wasn’t me. It was. But it was, it was, you know, basically me using a company to help me get it done.  

And then at this point now, I’m I said, I automate. The process of once there profile, their article goes live. If I send them an email and all this happens through a Weber automation, I send them any bell. I said, hi. I just want you to know that your interview went live is here’s the link. Take a look. And I’d like to help you get even more high quality publicity by being a guest on my top 200 show podcast, all you have to do is set up a quick chat so we can make sure you’re a fit.  

And let’s let’s get going. Now, what I’ve done is I am bringing to me every single day. Uh, new SAS companies, CEOs who want to talk to me, I have a 30 minute interview with them and many of them are not. So I say, you know, what is great chatting with you? Let’s stay in touch, but you’re not a fit for the show and they go, sure, no problem hang up.  

But the ones that are. I’m now entering into a relationship building exercise. So the first thing I’m doing is serving I’m over-serving really, I’ve already given them. Some of them are thanking me telling me that if it wasn’t for this publicity people, their own family wouldn’t even know what they did.  

So it was kind of funny. But then, then we get into the, and we basically fall in love over the course of one and a half to two hours. So we talk first, um, you know, I share what I can do to help them. We then get on the podcast. Uh, if they have a. Uh, if they have something that I could try out in advance, I make the effort.  

If they have a book, I’ll try and read it or skim it before the show. So now we get on the show and it’s like, we’re old buddies and, and we’re chatting away. And finally, at the end of the show, I said, look, you know, look at your competitors. They all offer certification. Why don’t you. I’m the only guy you should ever know who needs to, who you need to know about certification.  

I wrote the book on it. I’m the, the authority on building certification programs, particularly for SAS companies. Would you like to work together? And there’s so many layers to that. That is amazing because you, as a business owner, you are driving inbound leads in a way. That doesn’t make you cringe, which is the first thing that I admire.  

But more importantly is you’re establishing relationships. And so. Um, whether you work together or not, you’re growing your network, but then if you, if you do work together, you have already qualified them as the type of person that you want to work with, but they’re more willing to say yes, so there’s no downside to this.  

You, you grow as an individual and you grow as a company. And I think the ultimate take away from this is that you have to figure out as a business owner where your audience is and how to connect and resonate with them in that ecosystem. That’s right, but, but understand the most important thing that comes first, you have to first serve first.  

You first have to provide value, extreme value if possible, to your potential client. And that’s the part. If you can figure that out, then the law of reciprocity will work to your advantage. Yeah, for sure. You know, it’s funny. We were talking about this. I just made a post this morning on social media.  

About a gentleman that I met, um, 13 years ago. So when I, when I started my company 13 years ago, this, um, guy called me, don’t know how he found me. Um, but he was like, first client one. He was the first one, but not my first client, but the first client that I have that wasn’t referred from somebody else.  

And he wasn’t a big money maker, 30 calling for something that I don’t even really know, or as an SEO company, which was hosting. So I’m making five bucks a month off of them. If I pick up the phone, I’ve already killed my profit and. I kept maintaining that relationship though, because a, he was good guy B, he was inspiring entrepreneur and I’m always rooting for those guys.  

But then when it up happened, what I ended up posting about this morning on social media was I didn’t meet him in person until 13 years later, just two months ago. And so I’ve known this guy for 13 years, um, in the first few years, Didn’t really make any money with his relationship. The last couple of years, I haven’t done any business with them at all, but we’ve stayed in touch.  

And over those 13 years, he provided. Crucial referrals, um, that sustained my business in its infancy. And what was most beautiful is he, he replied to this comment and said, Damon, I love meeting you. It was beautiful to see our family and our wives connect and our kids play around and put a face. You know, I’ve seen your face online, but outside of the digital world, actually talk to you  

And he gave this like huge emotional tribute about how I influenced his trajectory in life. And I would have had. No idea, but back to what you had said, it’s because I simply helped him. And I gave him that value and he was able to provide crucial clients for me. And it’s in my company’s infancy. That was one of those small stepping stones to us now being a national agency.  

And so I think you’re right. You gotta be able to, uh, be willing to give value. You know, let’s take this one step further. Um, one thing that I talk about a lot with, um, New SEO clients is I say, you got to give away the value. You got to give away the farm. Right? One of the questions, the comments that come back a lot is why would I, why would I just give them all the answers?  

They won’t work with me. Um, so. My reply. And I’d be curious, your take on it is no, the people pull that, take your answers and run. We’re never your clients to begin with. They aren’t the person that wants your professional services and they aren’t the ones that value their time more than, um, You know, you want the people that value their time and are willing to pay a professional to do it right.  

And so by, by giving way, your advice, you prequalify a lot of those leads and weed out the ones you don’t want. Anyway, and back to what Mitch was just saying, you establish a relationship that builds a better client anyway. So do you agree with the concept of giving away the farm? Well, I think we, we. Want to clarify the farm?  

Uh, yes I do. As I mentioned, I’m very, very, very, uh, anxious to help and give away great content to people who it fits for. Um, but like for example, um, almost everyone who reads my book says, I don’t understand this. You have everything in there. What are you holding back? Uh, and I said, well, I’m not holding back a lot, but I’m holding back.  

Uh, if you will, the, the things that. I can’t give away legally, like, like I provide my clients, um, entire set of legal documentation that they can use as templates and then have their lawyer bless them. I can’t give that away in a book. You know, the other thing is just that, um, I build. Tribes based on emotional connection with tribal members.  

I can’t give that away. That is so customized. And so, but the book itself is full of all the processes required and people say, why do you do that? I said, the simple answer is that what a book is, is it’s a business card. And I’m trying to prove to people that I know my. I know my, my craft and I know what I’m doing.  

And most people who read a book, particularly a book, as detailed as that, we’ll probably do one of two things. Things still either say, wow, this guy knows his stuff. Let’s hire him. Or they’ll say we already have a tribe. Let’s see, read the book and see what we can pick up in terms of pointers and enhance our tribe.  

And I’m thrilled when people do that. I want to hear from those people. Uh, because I want to use them as examples of why you should, you know, spend the time and do it yourself. But it’s really all a matter of who you are. If you’re a person and this is a topic you’re ill or any topic that you’re interested in and you start digging deeper and deeper and deeper.  

Listen, I don’t make any money. You know that from selling a book books, don’t cut books cost me money. Not, it’s not that I make money. It’s the other way around. So the reason I do it though, is because I want to make sure that people understand that if the go to build a tribe, that they have to do it right, or else it’s going to cause just the worst possible problems for that tribal owner and um, in a family.  

I mean, it’s just ridiculous to do it any other way. So let’s dive into the concept of tribes a little bit, and you can kind of go further into your book. So let’s start at the basic level. What’s the tribe for our listeners? What is a tribe? A tribe is a group of people who are interested in a person and, and you could substitute person sometimes for company, but it’s usually a person’s passion that inspires them to the point.  

That they want to become part of the mission that that person is on now. I know exactly what you’re talking about. A good example. Uh, we had a guest on the show, Josh 40 he’s a, you know, mid twenties, uh, entrepreneur, and he is all about tribes and he does exactly what you say. You know, he, he’s really interesting to watch because he is super passionate.  

Um, and so for natural leaders like him, that. Define their cause and put emotions behind it. I think it’s a little easier to build a tribe. So what about those other people that may be a little more, um, timid or maybe they are an expert in something, but they have imposter syndrome is, is building a tribe, something that just about anybody can do, or is it limited to a certain type of person?  

No. I mean, I can’t say just about anybody I do, but it’s not limited only to that one charismatic individual who, who can stand on top of a soap box and scream his lungs out. That’s not a tribe or a tribe leader actually, but that’s what most people think. It turns out that if you are passionate about a topic and what I mean passionate, I don’t mean that you have to be loud or you have to be, you know, you have to be, you’ll have a hundred videos.  

Okay. Eat on your topic. You just have to have done something and are doing something that people really want to do too. So here’s a basic question in your work. Can you create a transformation in another or another person or another company? And if you say yes, the second question is super important. Can you share that transformation with others?  

Meaning can you teach them to do the same thing, the same way that you do it? And if you could say yes to that, then you have the makings of a tribe. The third question is, do you have it at least 500 clients followers, etc. And if you do, then you could build a hugely profitable trial. And that’s the topic of the book powered tribes.  

So I’m curious about a lot of times when I, when I see people talk about building a tribe, they say you have to be polarizing. So maybe they say yes to your first question or two, that they are an expert in something, and they can transform some of these lives. But it seems like everybody else says you have to pick an enemy.  

And that’s how you polarize your audience. Yeah, I’m not, yeah. I’m not into the whole enemy thing. Um, my belief is that those people who you’re attracting will self-select, they don’t need an enemy to be polarized against. And I think that comes from the early days of the 1960s where, you know, You get some kind of crazy political group and you know, and now they’re polarized against the government or something and people get excited about it and want to follow them.  

That’s the old definition. Maybe it worked back then. I’m not even sure it did, but what I can tell you right now that when I build tribes, we have no enemies. Yeah. So what’s it like to work with you? Where do you start with somebody? Well, first of all, um, When it comes to when it comes to my, I have two things.  

I do one, I have it called the accelerator program, which is a seven week one-on-one program where I work with business owners to typically double their business in seven weeks. Uh, and sometimes it takes a little longer, it could be eight weeks, nine weeks depends on what their, what their, um, What they have in terms of assets.  

If we have to create courses, we do that, but that takes a little longer, but if they, most people have a good base of content and they are out there trying to get their business really, really rocking, then we could get that done in a couple of months. That’s also the precursor to a power tribe. So how a tribe is, is my  

My, as I said before, my, my high end service, it’s the service that I love performing the most, uh, because it generates the most money for the most people. So with the power tribe, what we do is we start with some of the basics of an accelerator program. And my key piece of. Technology that I use is I spend the first two hours of any conversation with a new client building a mind map.  

So my process of decoding the world in business comes through my naps. And so when you get on the phone with me and we’re, we’re in, we’re engaged for the, for two hours, I build a mind map of your entire company of your. Current strategy, your future strategy, the assets you need the client. And in order of importance and profitability.  

And what we basically end up with is a complete mind map of everything about your company. It’s almost like a business plan on a page, including what to do next it’s numbered in order. And that alone, um, usually shifts people right out of where they were into, where they need to go. And then what we do over the course of the next seven weeks.  

Is, we stay focused on getting all those things accomplished. So just picked up a new client a few weeks ago. Uh, he has a company that does, um, private auctions for people who are downsizing or who are selling the contents of a home after a loved one passes. And, um, you know, the guy’s been in business 10 years.  

And when we get on the phone together and we did our two hour mind mapping session, he was blown away because number one, you know, like you I’m sure, sure. If you were in that same situation, you’d see things that he didn’t see simply because you have a fresh set of eyes. So that’s what happens to me. I get a fresh set of eyes.  

I use all of my collected 40 plus years of experience in business. And I allow. The allow what air to flow through me so that I could help this individual. And that’s how we create the map. After the map has created out. For example, we had our second session yesterday, the map has been created. And yet yesterday we added a whole nother dimension to the map itself and I mobilized a couple of his marketing people to get some core research done so that we could start setting up a brand new lead gen system that he never thought of before.  

Uh, in his business. And so that’s what we accomplished just by the second meeting. So you could do a lot, uh, when you have somebody who is coachable, uh, who is willing to do the work and who sincerely wants to grow their own company. Um, and then from there, when it comes to power tribes, I have already created a full set.  

Of mine, max mind maps for every element of the company. And what I do is customized them for every new client. So I have a nother new client starting for power tribe. And for me, it’s relatively simple. I’ve done this now enough. Uh, I built some very big, very profitable tribes for myself and others. So I already know the questions they’re gonna ask.  

Uh, and then part of what I do is I show them a, um, a P and L over the course that they will be able to use over the course of the first two years in business month by month, that will show them every inflection point. And it will show them when they get new clients, how they get what they pay and what their experience.  

Hello. I’m here. Okay. I heard some weird noise here, but anyway, uh, it’s, it’s a fairly complete process. And then after about three months, we’re able to launch. And when we launch, most of my clients will generate between two and 600,000, uh, on their power tribe launch. Why? Because it’s certification. So certification means that you are, as I said before, you’re, you’re translating that.  

Um, that transformation that you do from you to another, and then you’re helping them perform those transformations throughout the course of their new profession. And then as part of that, they stay connected to the company. They pay every year to be recertified. And the only way they’ll pay is if they got a three X to 10 X return turn on their investment, when they paid the first time.  

So it sounds like that what you mean bring to the table is really dynamic and can go down any path and be customized for the individual or business and in a variety of different ways. It’s not just a cookie cutter model. You roll out to every one of your clients. Oh, absolutely not. In fact, I get clients that I didn’t even think fit my model, and then we go through it and, Oh my God, was I wrong?  

I mean, but I mean, so we’re doing a full, uh, bottoms up analysis with every single new client that I bring to the table. Is there, is there a reoccurring trend that you see? That’s just like a go to that just. The majority of businesses, it’s a quick fix maybe for our listeners that you just see over and over and over.  

Well, most of the time, I generally don’t work with new, new business owners. I work with people who’ve been in business for awhile, and most of them are generating at least six figures or, or more. And what happens is they get stuck in what they know how to do, and they get stuck in a pattern of doing only what they’ve done before.  

So what I see. Most of the time, our three major trends, number one, they don’t get enough publicity, meaning they don’t, they’re not getting enough. Notices out there in their marketplace. Number two, they’re not promoting what they do through a course of any sort course, online program, a membership site, whatever you, whatever is appropriate.  

And number three, they don’t know what their true transformation is. They may think they do because they’ve been doing something. But when we go through what their true transformation is, they’re able to reprice their entire process. So. Um, you know, uh, I have, uh, a friend who you, you might, I don’t know if you know who he is.  

He’s runs a company called one, two, three, um, one, one, two, three They they’re one of the largest staffers in the country. They, um, Daven Michaels was the CEO, a great company done really super well. But what’s interesting about his company is he has a very large non minded monetized bubble base.  

And so I approached him and said, did you ever think about building an association? He said, what do you mean? I said, well, you have this. Big base of people that you just don’t know what to sell. Why don’t we put together an association that they can join for small amount of money, and then over the course of time, Deliver value to them, a metered out little at a time so that they stay connected to you and get more and more value as their membership grows.  

And he loved the idea. So he asked me if I would be willing to consult with him on how to do that. And I’ve done this before. So yes, I did. I agreed to, and we built a incredible organization called the virtual entrepreneur association. And you could find it by going to virtual. The, you could go to virtual entrepreneur association, Oregon, I believe.  

Um, and that will show up, Oh, you what we’ve built together. And of course, when you work with somebody like Daven Michaels, who is a brilliant strategist and a genius in business, he takes everything I do and takes that to the next level. So. I mean, we had a lot of fun building this thing. It turned out to be, it will probably end up dominating his business over the course of the next five years in terms of both customers and revenue.  

Yeah. Yeah. That’s amazing. What, now I’m curious in your intro, we mentioned that you’ve worked with some high profile people. Um, for example, Tony Robbins, how much of that. Experience, uh, found, made an imprint on what you do now. What were they, were you doing anything comparable in the types of services you were offering?  

Or what did you take from them that you now apply now? Well, you know, there, there’s a, that’s a whole, that’s a whole discussion in itself because I mean, I dunno if you knew who Chet Holmes was. Chet was my dearest of dear friends. And in many ways we were mentors to each other. But imagine if you could mentor with Chet Holmes and Tony Robins for five years, what would you be?  

No matter what you are now, what would you be at the end of that process? So did I, that I grow in, in wisdom, knowledge and experience absolutely more so than I ever could have imagined. He’s both of those guys are the real deal. I mean, Tony Robbins. You know, people I’ve heard derogatory things about them.  

Uh, but the truth is, is that the man is pure genius. Number one, pure heart, number two, and an incredibly empowered person. So yeah, he, he has a, and listen, he’s human. He’s a human being. He has his health issues. He has his energy issues, just like we all do. And just like, we all have human bodies. His is growing older, just like yours and mine  

So, I mean, he’s a human being. Who’s found a way to touch the hearts and lives of millions of people. And when, when he and I worked together during the last two years of our time together, um, that relationship grew much stronger because Chet was dying of leukemia. Hmm. And, and in many ways we work together regularly, like almost daily to keep our business growing and prospering.  

And so Tony turned out to be, um, an incredible mentor for me, an incredible friend. Um, and, and since then, after, since that time together, I’ve since been called back to help him build radio campaigns, which is one of the things I did. For him before, you know, in biz with business breakthroughs. So we still stay in touch, uh, every so often.  

Um, you know, I’ll drop a text, uh, over, and if he’s interested, he’ll call me back. I won’t hear from him no sells he’s Tony Robbins, you know? And so I don’t claim to be his buddy, but, uh, certainly we’ve had, we’ve had, we’ve shared a lot. He’s an interesting character because, you know, I was an offense with him.  

I’ve never met him in person, but you’ve obviously hear the accolades. And then, you know, like you said, here’s some things, other people’s opinions that aren’t an admirable. And you know, where I really started to lean towards the admirable side was when he did his Netflix documentary. I’m not your guru.  

And it was really interesting to watch that because. What I admired in them was that he cut the crap. And I think that’s probably a lot of where people don’t, but I found it really admirable for him to just get right to the cause and like skip all the fluffy stuff when he would be talking to somebody in there and he’d say, you know, what’s going on and they kind of dance around and he’s like, okay, so really it’s this.  

And just like, he was willing to lose. Some of their admiration in order to help them, like he cared more about helping them, then their opinion of him. Yep. Yep. And the fact is, is that not everybody can do that. I mean, every most people, everyone has someone that they care about their opinion of. And I don’t mean your wife, I’m talking about in business or in the public, uh, Tony doesn’t care because it’s not that he’s, he he’s unfeeling.  

It’s just that. It’s he knows that he needs to get past that a piece is going to have an effect. That’s why he curses all the time. Uh, and you know, if you, if you go to any of his events, he’s going to drop the F bomb and that’s, you know, that’s part of Tony and who he is. And cause he it’s, you know, look, anger is a tool.  

You use it in the appropriate time for the appropriate. That the F bomb is a tool, unless you overuse it, same with anger. You know, there are some people who are just plain angry. Well, their anger has very little effect on most people unless they get violent because they use it all the time. But if you’re in a situation and you pull out your anger, um, near your anger, Hacksaw, and you start using it as a tool, then it can work very effectively.  

And that’s all I’m saying. Tony knows how to use the tools that he’s developed. Over the years to get what he needs done. And when you work with him, I’ve worked with him in direct conflict with others people. And, you know, I’ve watched the master as he unraveled conflict and made it clear what the source was and how to resolve it.  

So there are tools beyond what the average person has access to that Tony Robbins has delivered, developed, and now makes it accessible to others. So the real question is how many times can I say the F bomb before it becomes unacceptable? Yeah. It depends on your audience. You know, if you’re, if you’re at, you know, if you’re visiting the monastery, I’m going to say zero on the other hand, if, you know, if you’re like, I don’t use the F bomb on the, on my show, I rarely.  

Curse it all. Uh, unless I’m with friends having a beer and only because sometimes it’s just fun to say things, but, you know, I don’t, I don’t find it to be that effective for me. Maybe it’s my personality. Maybe it’s maybe it’s, you know, I just somehow don’t need it. I don’t know why, but yeah. It doesn’t work for me that well, but I think it goes back to it.  

Even when you’re sitting on the marketing side, you have to know your audience. And, you know, it’s funny. I made a comment once about how, um, it was actually with the gentlemen, Jason Cisneros, who I actually know as a friend of Tony Robins as well. And, um, he was talking about how somebody wouldn’t hire him because they cursed a lot.  

And so it opened up this big dialogue about, is it acceptable or not? And so the conversation ended up going down the path of that. Um, yes. If you know your audience that’s acceptable and in some cases it’s even good because it reflects a bit of transparency that you’re willing to go there. Um, but then equally some people replied and said, well, I’m an elementary teacher.  

So are you telling me that after that F I swear, that makes me a better teacher. Well, no, probably not. Yeah, I kind of agree with that. And like I said before, there’s a strategy to everything, you know, it’s just that I don’t need that strategy right now, but I certainly understand it and others, and I could see how they benefit from it.  

Sometimes it’s even their signature and that’s fine. I mean, I think Larry Winget I, Larry, if you’re listening, I’m sorry. I’m miscategorizing you, but I think Larry is one who makes that part of who he is particularly on stage. I only saw him on stage one time. Yeah, I think, uh, I think in other well known examples, Gary Vaynerchuk, um, then that, that suits it and that’s fine.  

Well, you know, Gary’s opinion is, look, if you can’t take it, you don’t, you don’t belong to you. Don’t belong here. And that’s his perspective on that. Again, if you need it by all means, use it. I just don’t think it’s necessary for most people. Yeah. Yeah. Well, Mitch Russo, um, it’s been a pleasure as we get closer to wrapping up, um, the book power tribes and MITRE. and is the book website Is that right? It is. Yes. All right. Well, um, you’ve been a pleasure. I want to give you the floor for a minute and give us any, any pitch or contact information. It’s all yours. Yeah. Again, if the book is of appeal appealing to you, go to powertribes and.  

Uh, you just end up buying it through Amazon, but if you buy it site, right, uh, you also get about, I don’t know. No, no. They say it’s $500 worth of free content. I don’t know how to put a price on that. You get a bunch of stuff that I prepared to go with. The book. It’s a course, a few videos. It’s a few downloads.  

I mean, why not get them? It’s the same price either way. The only difference is that I might occasionally reach out and send you an email. And if you don’t want any emails, then just go buy from Amazon and skip the course. If you want to learn more about me and my work day to day, just go to and that’s all you need to know.  

And that’s R U S S O Thanks so much. It’s been a pleasure. My pleasure. 



What did you think of this podcast?

Today’s guest has over $35 million in sales and is here to teach you the importance of defining your audience. By better understanding who your ideal customer is, you can serve them better. And it all starts with what he calls, “mind mapping.”

And one more thing. Before I share this episode, quick and funny story about recording with this guest.

Half way through our recording, a dog kept barking outside my office. I let it go as long as I could before I hit mute on my mic and yelled “Shut up!” But the guest paused and said “hello?” Why would he pause and say that if I hit mute?

After recording I was sending the files to my editor and listened to a few seconds and noticed my volume was unusually low. And then it clicked. “I think my computer dropped my studio mic.” So I looked up the mic source and, sure enough, it stopped using my professional mic and started using the built in mic. So he heard everything, and is why my sound is lower quality this episode, which I apologize for.

But great episode as usual, and I look forward to you hearing this guest’s great stories.

Please welcome Mitch Russo.

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