SFR 213: Big Lessons From The 2CCX Cruise – Stephen Larsen

SFR 213: Big Lessons From The 2CCX Cruise

Feb 1st, 2019 anchorwave

Here’s some takeaway’s I learned and taught on the 2CCX Cruise this year

Imagine going on an amazing cruise to the Bahamas with Russell Brunson, James Friel, John Parkes, Julie Stoian, and a bunch of amazing Two Comma Club X Coaching Peeps…

Two comma club peeps

You’d expect to have a ton of epiphanies… and you’d be right!

Today, I want to share a game-changing insight I downloaded… and the most well-received lesson that I taught during the cruise.

Y’all ready?


The Two Comma Club X Coaching helps people create their offers, and the sales funnel that will best present the offer they’re selling in their business, and I’m one of the coaches for the program.

Two Commas = A Million.

This year, we went on a cruise from Miami to the Bahamas with 400 students to have fun, mastermind, and geek out about all things marketing.

Two comma club cruise

We went to Nassau, Saint Thomas, Tortola, and some other places I can’t pronounce… and I got to see dolphins and stingrays.

I even saw the world’s deadliest plant … which is in the Guinness Book of World Records. Apparently, if you even touch it, you die. It’s crazy, crazy, crazy.

Steven Larsen and Russell Brunson two comma club

Pretty much every single day there were masterminds with all the coaches taking turns to teach, open mic, and Q & A.

There were golden nuggets dropping all over the place. James Friel, John Parkes, Julie Stoian, myself, and Russell sharing things that we saw the group needed…

It was so cool each coaches perception of what the group needed. I’m NOT gonna go through everything here, you’d need to join the program. However, there was one session that I really liked…

James Friel was the first one up, and he started talking about setting goals. I really appreciated his viewpoint, so I want to share it with you now.


Have you’ve ever noticed that a lot of people who teach goal setting just focus on, “What’s Your Big, Massive, Scary Goal?”

I understand the point of having a big goal that makes you kinda freaked out, there’s a benefit to that.

A few weeks ago, I set my own SCARY goal for this year. I’m charging towards four million dollars, and I really hope I hit it.

It’s NOT some shot in the dark number, I know how to get there – I have a plan, I was very careful when I picked that number.

It’s freaking me out a little bit, not in a negative way; it’s positive stress.

If the number were any higher though, it would be different… I’m right on the line of positive stress versus negative stress for that goal.

Steven Larsen Goal setting

Goals shouldn’t just freak you out for the sake of it.

I know Grant Cardone says, “What’s your goal? 10 X it!”

Sometimes that’s extremely destructive, and I’m not actually a fan of that when it comes to your team. We’re not necessarily wired the same way.

If you go to your team and say: “Hey, everything that you’re doing, 10 X your effort!”

It’s like: “Oh man, how about an arbitrary goal you can’t measure… and then let’s just stress the crap out of you all.”

It paralyzes everybody.

Personally, I think there’s room for BIG SCARY GOALS that push you, but there’s also room for goals that are just the next two-inch putt.

Scary Goal setting


James talked about how the goal that we generally set as New Years Resolutions is typically a result-based goal: “ I want this result. I want this thing…’

A lot of times, it’s a mountain that you want to get to the top of so you can have a huge life-changing outcome; a Massive Result- based Goal.

James said that the reason why most people never hit their goal is that they don’t have a Process Goal.

James Friel goal setting

A process goal is THE THING that secures your results goal.

For Example:

  • A Result-based Goal: My goal for the year is to get back to 10% body fat. I want to get back down to the single digits eventually… that’s my results-based goal.
  • The Process Goal: I need to break down how I’m gonna achieve my goal?” What’s the process? How can I break that goal down into smaller chunks?
  • Habits: Your process goals are achieved and determined by your habits.

A lot of the time, we only set the BIG GOAL, without giving enough consideration to the process and habits we’ll need to actually achieve our goals.

If you want to succeed you need:

#1: A Habit: I’m gonna get up, and I’m gonna work out every single day. This is how I’m gonna eat, etc….

#2: A Process Goal: Here’s the process that I know will cause success and get my result = Your habits feed that process goal

There are a few other pieces, but I’m just kinda focusing the top level view here…

However, there’s one other piece that James dropped out which I thought was fascinating… He taught that what’s need to start this whole thing is an Identity Shift.

Goal setting identity shift


I totally geek out about identity shifts.

Taking on a new identity is one of the major purposes of a sales message.

It’s the hardest thing to cause, and one of the most important components. If I can cause an identity crisis and an identity shift, then it’s real easy to sell to that person.

Goal setting identity crisis

…I don’t mean that in a negative sense, but that’s really what’s happening, so it was cool to see how James tied that into goal setting.

For Example:

  • I’m going to be a Funnel Hacker
  • I’m going to be a triathlete
  • I’m going to be a Two Comma Club Winner

Each of these goals has a corresponding identity, and when we take on that identity, it spurs the whole process forward. I can’t be a triathlete if I never train… so to be a triathlete I need to have the habits and identity of a triathlete…

So, now I know my results-based goal, I have to ask:

  1. What’s my process to get there?
  2. What are the habits that are gonna get me there?
  3. What are the small problems I can solve daily?
  4. Do I have the correct identity?


Steven Larsen Goal setting RBF

On the ship, I had a lot of people walk up to me, and ask: “Stephen, where do you go in the middle of the day?”

Well, I’m kinda a wandering soul. Sometimes, I’d just wander and discover different parts of the ship, it was really cool.

There were almost 6000 people were on that ship. It was a small town floating around – which was nuts.

Steven Larsen two comma club cruise boat

I had a few people walk up to me, and say, “Dude, you need to chill out a little bit.”

Haha! If you see me in public, and I look pissed, or like I’m NOT totally checked in with reality, usually it’s because I’m focusing on something and thinking hard.

It’s not that I’m mad… sometimes I just have a bit of an RBF (Resting Bitch Face).

I’m like, “Oh, sorry, I’m not actually mad, I’m just thinking.”

Steven Larsen two comma club cruise

A lot of the time, I was hiding out and reading a book…and hiding. I wasn’t really hiding, I was just trying to find places where I could read quietly. I was hiding in essence.

One of my favorite books at the moment is Can’t Hurt Me by David Goggins. It ties into everything I’m talking about to do with goals and identity,

If swearing offends you, don’t read it. There’s a lotta swearing, but super, super good book! It’s one of the best non-marketing books I’ve ever read in my entire life.

Goggins says that what keeps us from obtaining our dreams is our current identity. He says that our head puts a governor on what we believe we are capable of, and that governor hampers our ability to get our dreams.

Goal setting dreams

In order for us to attain our dreams, we must take on a new identity.

I read that in the book, and then James was saying: “Hey, it all starts with an identity shift.”

I was like, “Whoa, identity shift, identity shift, identity shift!”

It’s all about identity.


Ask yourself this:

Steven Larsen OfferMInd

What’s the identity that you have taken on, and does that identity currently allow you to attain the goals that you set for yourself?

  1. Did you set a results-based goal without a process goal?
  2. Do you know what habits you would need to guarantee that you hit your goal?
  3. Is your identity a governor of your dreams?

OfferMInd goal setting

If your identity is:

  • I’m not good enough = You gotta shed that identity.
  • I’m not smart enough = Get rid of that crap.
  • I don’t know this… I don’t know that = Change that identity
  • I’m not worthy….
  • There’s no way I can…
  • I can’t, I can’t, I can’t, I can’t…

…you’ve gotta be able to shed that identity and be able to say to yourself:

Self, I’m good enough. I can get out there. I can get it done.

It’ll cause a little bit of noise in your head because you’ll have to say goodbye to the old mess. Which is why I had to put up that episode about why Steve killed Steven. It wasn’t a cute thing…

I’m actively trying to take on new personas and personalities at all times. I’m discovering new capacities and potentials that I didn’t know were there.


Why Steve killed Steven

If you’d asked me six years ago if I could achieve everything that I have, I would’ve said “No, I’m not smart enough, I’m not good enough, I don’t know how to study…’

… which were all true things at the time!

This game is NOT just about learning models or frameworks because you won’t even be able to operate the model if your head is not where it needs to be, and if the goals you’re setting are being held back by the identities that you have.

You need to take a close look at yourself and ask if everything you believe about yourself, your capabilities, and the world are serving you?

It might be that you have to look back at what you’ve learned from friends, family, or teacher (whoever)…

You can love them, and still decide to shift and drop parts of what you were taught by them that isn’t true.

OfferMInd truth

You need be able to scale away things in your head so that you can architect YOU.

Everything I teach inside the One Funnel Away Challenge has a lot to do with that…

It’s NOT so much about me just teaching:

  • Set a huge goal
  • Here’s the big framework
  • Here’s the big model to make success

I know that’s not where people struggle; they struggle with identity:

  • I’m NOT good enough.
  • I’m NOT smart enough.
  • Does this work for me?
  • Is there a chance that I could do this?
  • I see there’s a possibility, but can “I” achieve this?

That’s where people get the BIG hangups.

It has almost nothing to do with does the model work? “Yeah, it works. You’re not working it.” You know what I mean?


I thought it was really powerful, and it seemed to be this undertow theme that I started seeing in all these places as far as marketing education goes: Identity, identity, identity.

  • Sales messages create an identity.
  • Red oceans in competition, they’re all in that spot because they have a collective identity.
  • Blue oceans have taken on a new identity, the sales message helps create that.

We all have identities for any opportunity we try to seek in life, and sometimes our old identity is what’s holding us back.

OfferMInd identity

The model good, it’s often part of ourselves we need to shift, shed, and get rid of.

If you liked that, please go say thank you to James Friel, he’s the man. He’s one of the other Two Comma Club coaches. He’s also in my OfferLab program teaching systems.

I’m really pumped for you guys to have more access to myself, to him and to the rest of the people in my Hero Team which you’ll hear about soon… so anyway, go say thanks to him, ’cause that was really profound…

James Friel OfferMInd

Then just know that as you start to set those goals, look at:

Did you set a process goal? You probably set the results goal, but do you know HOW to get there?

I’m NOT saying you need to see all the pieces, no one ever does, but do you have a plan on how to structure your habits?

I don’t necessarily know how I’m gonna go from exactly 11% body fat down to exactly 10%… but I have an idea that my process and my everyday habits every day could be:

  • Get up
  • Workout
  • Eat things that are green and thing that are meat

I know enough to just move forward and figure out the rest of the details as I go.

…and that’s the way it is with pretty much everything in life.


Just to finish off and throw in some extra value to help you achieve your goals, I want to share the top three lessons from one session I taught that was very impactful for people.

It has to do with the question:

“Stephen, how do you get so much done, and NOT get overwhelmed?”

So the theme I wanted for today is:

  1. Set the goal
  2. Understand that your identity might be holding you back a little bit so you might need to shed it
  3. Here’s how I move forward
  4. Here’s how I get so much done without sabotaging my brain, and without overwhelming my mental shelf space.
  5. How do I make sure that I don’t have too much stuff, so I can decompress every once in a while

On the cruise, I spent so much time with the new business person, NOT just funnel builder. Someone who’s brand new, who’s never done any of this before, and I understand what happens in that person’s brain when they start this game.

OfferMInd noise

It’s NOT just like, “Hey, you gotta learn this stuff….” It’s like, “Hey, prepare for this mental barrage of crap you’re about to hit at the same time.”


In all the coaching programs that I’m involved with, (my own, and other people’s that I help fulfill), I’ve found that there are three things that accelerate someone’s progress faster than anything else.

It’s NOT usually about having another course. I’m not saying don’t buy them. I’m not saying don’t get a mentor. Those things are amazing and they’ll shortcut the amount of time it takes for you to be successful…

However, most people already have so much stuff that they haven’t done anything with.

So, here are the three things:

OfferMInd three steps

#1: Know what problem you’re solving:

If you do not know what problem you are solving, that’s gonna be an issue for you and your business. You have to know what problem you’re solving. The ONE problem.

I always know which problem I’m solving. I know exactly which ONE it is. It’s on my whiteboards at all times

Everyone has noise in their head …and as we move forward most people get distracted by that noise:

  • Am I doing the right thing?
  • Am I doing the wrong thing?”
  • I’m feeling confident
  • I’m not feeling confident at all

…there’s this huge noise, and what will dramatically compound the noise in your head is to NOT know what problem you’re trying to solve.

I practice what I call just in time learning. What that allows me to do is cut out everything else from my head that I don’t need to be learning.

If I don’t need to learn SEO, I’m not gonna read a book on SEO. Some people will be like, “Well, yeah, duh!” But a lotta people do NOT think that.

I know the one problem that I need to be solving, and that’s it. I only learn to solve that problem.

I go to my bookshelf, and I pull out all the books that look like they could help me solve the one problem.

Sometimes, I can solve one problem a day. Sometimes, I can solve one problem every three months, but I never added in a new problem until that problem is solved.

The problem I’m solving this year is something I told you in a previous episode… building a team, and especially an internal funnel building team.


* Write down the one problem you’re trying to solve*

#2: Can you clearly tell somebody else which model you’re following?

OfferMInd step 2

I’m following the info product model. The problem I’m solving is the team building problem.

If you don’t know what model you’re following, you’re prone to follow any new thing that comes your way. These are ways that I keep myself anchored in what I do so that I’m not getting sidetracked by all the crap around me.

  1. What problem am I solving?
  2. What model am I following?

If I know what framework I’m following, 80% of all the decision making is already done. Someone else has already paved the path, so it’s not about me being a creative genius.

It’s about me learning the 80% framework someone’s already paved in front of me.

Then maybe, if it’s required, I’ll learn the last 20% creativity….

Most of the time you don’t have to though.

You just learn the formula, the path, and the framework from someone who’s already moved before you, and that solves all the problems.

Massive ways to reduce the noise inside your head.

  1. What problem are you solving?
  2. What model are you following?
  3. How can I increase my speed?

You should be able to tell anyone the answers to the first two questions at any time.

#3: I ask myself frequently, How can I increase my speed?

Now funny enough, that question used to feel noise producing for me, but NOW it’s actually a noise reducing.

If I start to slow down, for some reason, I feel the drag more. If I find ways to speed up the process, I don’t get lost in the detail. I don’t get lost in a being a perfectionist.

OfferMInd increase your speed

I don’t get lost in trying to make sure that it’s so good that when I put it out there because my emotions are at stake.

These are the three tools that I’ve been using, and I just wanted to briefly share them with you because people found them impactful when I shared them on the cruise. It was an hour-long session, but this is a brief version…

I recommend that after reading this you find the answers to these questions:

  1. Which problem you are solving = one problem only. Then only learn for that problem. Learn for the one step in front of you, that’s all.
  2. What model are you following?
  3. How can you increase your speed in a way that helps me fuel momentum, so that I have fast wins throughout the day?

Hope to see you on the next cruise…

Boom! If you’re just starting out you’re probably studying a lot. That’s good. You’re probably geeking out on all the strategies also, right? That’s also good.

But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right? That’s what I struggled with for a while until I learned the formula.


So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.

Wanna come?

They’re small groups on purpose, so I can answer your direct questions in person for two straight days.

OfferMind Link

You can hold your spot by going to Again, that’s

The post SFR 213: Big Lessons From The 2CCX Cruise appeared first on Sales Funnel Radio Blog.