How To Be A Solutions Curator

An interesting conversation I had with my buddy Chad Woolner about your real identity as a business owner.

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---Transcript---

What's up, everybody? This is Russell Brunson. Welcome back to the Marketing Seekers podcast. On today's episode, I'm going to share with you guys something kind of interesting, at least for me. I was at a wrestling duel watching my kids wrestle and had a chance to hang out with Chad Woolner, who's one of my friends who's a chiropractor, who's somebody who's been using ClickFunnels and all these philosophies in his chiropractic business. And he came up with a principle I think that was really powerful called being a solutions curator. So I'm going to cue up the theme song. I'm going to come back and talk about it and how it's a different lens to look at you and your business. I think it's going to help you guys a lot. So with that said, let's hear the theme song.

All right. Welcome back. I've got to think of a better way to transition into that. I don't really know. Anyway, so this was interesting. As you guys know, I am a part-time internet marketing nerd, full-time dad. Right now it's the kids' wrestling season, and so for me every day at 2:30, no matter how busy or stressful or any things are at, I pack up the office. I race home, put on my wrestling shoes, and head over to wrestling practice with my boys. And it's, man, like the most... Anyway, it's my favorite. And I don't know if they even like me being there, but I just don't want to miss any second of it.

Today I was driving to school. I'm like, there's only two more years before they're graduated, like after this year. And I'm just like, "Oh, this is crazy and hard." So I'm trying to be there as much as I can, which hopefully all of you are doing that for your kids as well, because all this other stuff we're doing, it's just a game that we are participating in, trying to burn time until we die. The only thing that actually really matters is our families and our kids, so make sure you spend time for them and carve out the time for your busy schedule from things that don't matter, and make sure you have time for things that actually do matter.

But anyway, inside of that, this Saturday we had a wrestling tournament which I was... This week was hard. My wife was out of town. I was really looking forward to sleeping and getting a break because I'm just worn out, as I'm sure a lot of you guys are, too. But they had a full-day wrestling tournament Saturday, so we were up at 5:30 in the morning, waking kids up, driving them across town, weigh-ins. We had to be at the gym by 6:30. Weigh-ins at seven. Wrestling started at nine, and then we were in the gym for like 13 or 14 hours. It was the longest day ever.

But luckily one of my buddies, Chad, his son wrestles for another team, so he was there. So it was kind of nice having someone to talk to. And I asked him what he's been doing. If you've read my books, I've mentioned Chad in most of them from one way or the other, just different things that as I was learning these principles and applying them, he was one who took a lot of these ideas and tried them in his chiropractic practice, which has been really fun to see how these internet nerd principles can work for a more traditional business. And it was interesting, because he told me, "Yeah, I've been doing these events." And he talked about what he teaches his docs to do now.

And it was so fascinating, especially for me. Because you guys probably heard a couple episodes ago, I did an episode about how I feel like my calling is that I'm a curator. I learn a bunch of stuff, and I curate the best, and then from there I write my books. I create software. We do these things, we're curating the best principles and practices from the marketing world and bringing them to you guys. And Chad said that what he's doing with his chiropractors is he's teaching, "You're not actually a chiropractor. You're not even a marketer. What you are is you are a solutions curator." And he said that, and I was like, "Whoa. That's cool. Tell me more. What do you tell people? Explain that to me more."

He said, "Most docs, they look at it as, I went to school. I learned how to give adjustments. So people come to me, and I give them adjustments. That's how they look at their work, right?" He said, "Their identity is that I'm a chiropractor, therefore I do chiropractic services for people." And he said that when he started working with doctors more and more, he started trying to help them understand that you're a marketer. So the next identity he shifted his tribe to is, "You're marketers. You've got to market your business. You've got to get people coming in so you can serve them." And that was kind of the next wave of identity he gave his chiros was from, again, from a chiropractor to a marketer. And he's like, for him the identity that trumps all the rest is a solutions curator.

And what it means is when somebody comes into your practice, your job is not just to give an adjustment. Your job is to give solutions. You're looking for what are the problems they have? And your whole goal and mission and vision is to find solutions for problems and then to curate them together. That's why people come to you, right? It's because you've curated all these different things and are bringing them the best of the best. For example, you guys come to me because I've curated through hundreds of thousands of hours of books, and... Maybe that's an exaggeration. Tens of thousands of hours of books and podcasts and practical life application and research, and I can come out and say, "Look, this is the best funnel. This is the best process. This is how we buy ads… And so all my books are a curation of what I've learned and discovered and figured out.

And so for you is whatever role you're in, that's the same thing. You're a solutions curator. And so for his docs, they come in, and now it's like, "Yes, I'm going to go and give you an adjustment. That's one solution I've curated. But I've been doing a lot of study, a lot research, and we have supplements, and we've got these new protocols, and we've got biohacks, and we've got all these different things we can offer our clients when they come in." And the more valuable you are, the more likely they're going to keep coming to you, the more likely they're going to refer to you. And if you're someone who just gives an adjustment, okay. He gives a good adjustment. But if you come in and are a solutions curator, "We've got all these things. I can do testing. I can do this. I can do all these different things." Now you become unique. Now you decommoditize yourself. Now you become something special.

And I think that's true, not just in my world where I'm becoming a solutions curator for you guys, not just in Chad's world where he's teaching chiropractors to do this, but for your business as well. Think about what you do through that lens, that you're no longer just, "I teach people, blah. I do, blah." No, no, no. The result people are looking for is this, and I curate solutions to help them to get that result. And it can be all sorts of things. We talked about this in the Econ versus Expert SmackDown. If you listened to that, it was like, you have to stop looking at... For that challenge we did, people were looking at themselves like, "Oh, I sell information products. Or I sell physical products." That's how people seem to categorize themselves a lot of times in our community. And it's like, no, no, no. You don't do either of those things. You have a dream customer that you've been called to serve, and your job now is to serve them.

And that means in any way this can help them be sort of more successful. So it could be through physical products. It might be through digital products, through coaching, through supplements, through... There's a million different ways you can serve somebody. So when you start looking through your business of like, I'm in the business of serving my dream customer, I'm not in the business of doing whatever. That's when you start having these big breakthroughs. And I think it was powerful listening to how Chad's been coaching his doctors and helping them understand that, no. You're a solutions curator. Same thing. You've got a customer. They're coming in to you. Your job is to curate all the different solutions to help them have success, to be happier, to be whatever.

And so the same thing's true for all of you guys. Think about your business through that lens. Who is your dream customer? What's the big result I think they're looking for or the big problem they're running away from? And then what are the things you can curate to help them have success inside of your world? And what's cool about it is this opens up all the other things. It opens up your value ladder, opens up different offers, upsells, downsells, cross-sells, backend sells, all those things start happening very, very easily when you start looking at what you do differently. And so as Chad would say, as he was telling me with his chiros, he's like, "You have to shift your identity from a chiropractor to a marketer to I'm a solutions curator. This is what I do. I curate solutions for my tribe, for my people."

So hopefully that's been helpful for you guys, because I think a lot of times we get so stuck in, "I do this thing." And it's like, no, no, no. You don't do this thing. You serve this audience, and how can you do it? Well, I'm going to curate as many different solutions and opportunities and ways possible. In my world, think about all the things that we've curated for you guys. What I do is I help entrepreneurs. They're my dream customers. Help them build funnels, that's the end result of what I'm trying to do. But inside of that window, we've curated all sorts of stuff. We've got funnel scripts, which is a tool that helps write copy. We've got traffic secrets. We've got live events. We've got funnel hacking live. We've got all these different things we've curated together to help you have more success, make it simpler, to give you a community, to help your belief.

I'm writing a book on personal development to help you with your mindset. Yeah, I think it's pretty cool. So you are a solutions curator. Look at it through that lens, and I think it'll change a lot of things for you. Thank you Chad, for developing that and thinking through it. And thank you all you guys for listening. I hope that you got some value from this. If you did, please rate and review. Let people know. Share this episode, on and on, whatever you can do. Obviously something that we share free of charge, the thoughts, the ideas, inside my head, and if you enjoy them, then pass them on. If you think I'm crazy, that's cool, too. Anyway, I appreciate you guys. Thanks so much for listening, and we'll talk to you all soon. Bye everybody.