SFR 269: Dana Derricks Shares The Biggest 'Dream 100' Mistakes

I have a very special guest on today, a dear friend of mine, someone I look up to and learn from constantly…

I’m very pumped about what he’s gonna share ‘cause it can really shift the dial on your business…

In fact, Russell called what he teaches…

The foundation of our entire company.

 

#ClickFunnels

You’ll know him as The Category King of The Dream 100.

He’s also a…

• Goat Farmer
• New Father

Welcome to the show, Mr. Dana Derricks. How are you doing, man?

 

Dana: What's up, man? Hey, thanks so much for having me back, I can't believe it.

Steve: Yeah, I'm excited, it's NOT too often I bring someone on twice to Sales Funnel Radio, (kinda as a policy almost)... I'm excited you're here.

Dana: Awesome, man, let's do it. [chuckle]

Steve: Well, hey, the show has grown like crazy since you've been on, I think you were on like literally 200 episodes ago...

HOW DID YOU BECOME THE DREAM 100 GUY?

Dana: Oh, man!

Okay, so first of all, for everyone listening for context, (in case you haven't listened to the other 200 episodes)...

Stephen makes that seem like it’s NOT a big deal… but 200 episodes for Stephen, that's like two weeks, so I was on like 200 episodes ago…

For everyone else, that's like 10 years' worth of content, so yeah!

I'm super excited, I can't believe you're 200 plus episodes in man, that's bravo...

Steve: Crazy.

Dana: Yeah.

Steve: Thanks. [chuckle]

Dana: Okay, sorry, I didn't wanna gloss over that.

Steve: No, I appreciate that, thanks.

Dana: Alright, so how I kinda became the Category King of the Dream 100 is - man, it's like ironic, right?

So I first learned about the strategy or discovered it from Chet Holmes and his Ultimate Sales Machine, he had a chapter on it.

That was NOT enough…

 

I'm like, "Oh my God, there needs to be a book on this thing" and I looked…

I thought there'd be 10 books on it, and there weren't, so that was like, "Okay, we should probably change that."

It wasn't long after I created my first Dream 100 List, like my actual intentional thing, right?

'Cause a lot of people, I’d been doing it without knowing and so...

Steve: Sure.

Dana: I finally knew, and I was like, "Alright, I'm gonna do it for real."

I put Russell Brunson's name as number one

 

...and fast forward, built a relationship with him, through the whole Dream 100 thing, and it was him, he was the reason that I became the Category King because of an interview I was doing with him.

I asked him a question, I said, "Russell, what is the ONE MISTAKE you made in your business that you wish you could go back and fix?"

And his answer shocked me. I was NOT expecting it.

He said, "I wish I wouldn't have run around for so many years trying to be everything for everyone. I wish I’d planted my flag in the ground as the funnel guy like years ago."

...and he didn't even finish his sentence, and I knew, “that means I need to go plant my flag.”

By the end of the day, I was, in my head, Mr. Dream 100. I was like the Category King already!

Then I went all in and did all the stuff that you need to do to actually be that.

Steve: Which you were already an expert in...

I mean for everyone who doesn't know, I was sitting in the room, and suddenly, Russell's talking about this guy ‘Dana Derricks’ and I was like, "Huh! That's crazy."

He's like, "Yeah, look, he sent this to me, did this to me, come on over here," and then suddenly, I saw in Russell's calendar behind his office, "Rewrite ClickFunnels' homepage copy with Dana Derricks."

I was like, "What!"

 

Dana comes flying in..., and it's where I learned how to do the whole piece of paper on the floor thing... that's how I brainstorm!

I mean behind this screen right now, that's precisely what I'm doing…

...because I watched you do that.

I mean you were already such a master at it by that time.

Dana: That was one of the best weeks in my career coming out there, that was so much fun, and you're a huge part of that.

For you guys that are listening or watching, I don't know if somehow we can, (in the notes or something), get that picture of you in that chicken suit. [chuckle]

Steve: Okay, I'll find it.

Dana: So yeah, I won't spoil it but maybe we could actually...

Man, we're gonna see each other in a month or so, maybe we could get that thing dusted off, pull it out of the closet.

Steve: It's right over there. [chuckle]

Dana: Okay. Yup, yup, yup.

Alright, keep listening everybody 'cause at the end of this episode…

We're gonna reveal how and where you can see the one and only Stephen Larsen wearing a full-grown chicken suit.

 

Steve: I think it's a great idea. [chuckle]

Dana: Yeah, awesome. Oh, yeah.

Steve: So you go in, and you realize, "Oh my gosh, I have this talent."

Russell says, "I didn't focus enough in my early career," and you planted the flag, "This is what I'm gonna be," (and it's cool because there isn't really anyone doing that yet at all)…

So what did you do from there to kind of become The Category King in everyone else's eyes?

Dana: Yeah, so I think it starts with…

You do have to have a level of confidence and certainty to deal with the imposto...