Russell Brunson

And the premise of this documentary is kind of insane.

He asks the question, using nothing but social pressure and escalating micro commitments, can you get an ordinary person to commit murder in just 90 minutes?

And they set this whole thing up and three out of four people actually pushed somebody off of the roof.

They think that they actually killed someone in 90 minutes from zero to murder, just through a sequence of small commitments that escalated one by one until the final act felt almost inevitable.

And when I watched that, I thought, okay, if you can get someone to go from zero to murder in 90 minutes using escalating commitments, can I get 9,000 people to go from zero to point their credit cards out in 90 minutes using the exact same psychology?

And the answer is yes.

And here's exactly how I did it.

Step number one, the micro commitment.

The very first thing I did when I walked on that stage, the very first thing before I taught anything, before I even introduced myself, I asked every single person to pull out their phone and turn on their flashlight and hold it up above their heads.

9,000 phones, lights everywhere.

It was beautiful.

And yes, I wanted to get the photo.

I'm not gonna lie about that, but that wasn't why I did it.

I did it because I needed 9,000 people to physically do something I asked them within the first 30 seconds.

That's step one on the consent ladder.

It's tiny and it costs them nothing, but now they said yes to me once.

Once they said yes to something small, you're more likely to say yes to something bigger.

Step number two, the moral foundation.

Same as the war playbook, right?

I spent the first 15 minutes building an identity.