The Russell Brunson Show
Merging Faith, Business, and Generosity with Larry and Staci Wallace | #Success - Ep. 33
Wed, 07 May 2025
What happens when you stop chasing money… and start building a business around calling, purpose, and peace? In this episode of The Russell Brunson Show, I sit down with Larry and Staci Wallace, founders of Fueled by Fire and two of the most faith-driven entrepreneurs I’ve ever met. Their story isn’t just inspiring… It’s wild!! They once gave up everything (yes, everything) in obedience to a prompting from God… and what happened next will challenge the way you think about success, giving, and what's really driving your business. Whether you're a faith-based founder or just feeling the pull toward something more, this conversation goes deep into the purpose behind your profits. Key Highlights: The story of how Larry and Staci gave away everything… And what God did next How they teach CEOs to shift from chasing revenue to building legacy through generosity Why they believe peace - not success - is the new metric that matters The “D.O.G.E.” framework they use to help business owners scale with operational and spiritual integrity How they tie every offer to a mission, and require their clients to do the same Why your calling is your business (and how to finally merge the two) Their bold approach to faith-first decision making… Even when it makes zero financial sense This isn't your typical business, sales, and marketing podcast episode. It's about building companies that honor your values, serve others, and still scale to 8-figures and beyond. If you've ever felt the tension between business and belief, Larry and Staci will help you see how your funnel can become a force for good. You can learn more and join their next challenge at fbfchallenge.com. https://sellingonline.com/podcast https://clickfunnels.com/podcast Special thanks to our sponsors: NordVPN: EXCLUSIVE NordVPN Deal https://nordvpn.com/secrets Try it risk-free now with a 30-day money-back guarantee! Northwest Registered Agent: Go to northwestregisteredagent.com/russell to start your business with Northwest Registered Agent. LinkedIn Marketing Solutions: Get a $100 credit on your next campaign at LinkedIn.com/CLICKS Rocket Money: Cancel unwanted subscriptions and reach your financial goals faster at RocketMoney.com/RUSSELL Indeed: Get a $75 sponsored job credit to boost your job's visibility at Indeed.com/clicks Learn more about your ad choices. Visit megaphone.fm/adchoices
Chapter 1: What is the purpose of merging faith and business?
Do you have a funnel but it's not converting? The problem 99.9% of the time is that your funnel is good but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast. This is the Russell Brunson Show. What's up everybody?
Welcome back to the show. I'm here today with two of my newer friends. I've been having so much fun over the last three or four months hanging out with them. They joined my Atlas group and now we're here at Inner Circle and I wanted to pull them aside because it's just been fun watching them from afar. Obviously learning more about them and their businesses.
I thought they had some really unique things that they're doing. They'd be fun to share with you guys as a whole. And so they're coming all the way from, which part of Texas are you guys from?
East Texas. I don't know the country.
Yeah. All the way from Texas and excited to have him here. So it's Larry and Stacey. And yeah, excited to have you guys here. How are you all feeling today?
Fantastic.
So I would love for you guys to explain, because a lot of people in our world are in coaching businesses. You guys have a coaching business, but it's a little different. And I'd love you to explain kind of what you're doing and why you're doing it so people have an understanding of that before we dive into some of the business side of it.
Yeah, we actually work with faith-based CEOs, entrepreneurs, and we help them really anchor their calling. A lot of people that we work with have made millions and millions of dollars. Some of them are in their startup. But we teach them how to move from revenue creation to profitability and cash flow so that they can create greater generosity. So our... Driver is generosity.
Like we work everything when we work inside of P&L statements and we work inside of something we have a signature growth method. It's how can we increase their operational efficiencies, doge their business so that we can create greater generosity.
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Chapter 2: How did Larry and Staci give away everything?
Somebody to make decisions that make no logical sense. My outside, Jake, this is crazy. Why are we doing this? But then it's like, it's the reason why the next thing is born and the birth of the next thing happens. And I think I would love for you to tell that story.
Yeah. It's a great story. Um, you know, it started off with Stacy having a dream. And so one morning she woke up and, um, she felt like, uh, God had, uh, given her this new song to write. And, um, uh, well, can you tell the words?
Yeah. I just said, will you say yes? Would you sacrifice your life? Will you say yes? Would you have raised the knife, which is a story out of the Bible, Adam and, um, I mean, um, Abraham and Isaac. And will you say yes or will you turn and walk away? Will you say yes to me today? And I thought it was a song. So I got up, got in my office thinking, oh, I'm writing another song.
But it wasn't a song. It was a request.
And so we felt like the Lord was telling us that we needed to step away or she was feeling like the Lord was telling her that she needed to step away from our business that we had very successful business at the time. And so, um, I wake up, she tells me and she says, I think you're going to have to take over everything. You know, you need to do the sales, everything, you know?
So I'm usually the operations guy. And, um, and so I said, okay, you know, let's do it. And so she stepped away from that and I was just running our business and And a few weeks later, I felt like I had the same dream that she had, that it was like, no, it wasn't just for her. It was for both of you. And so we had bills to pay.
We had two teenagers, you know, and it was a significant amount of income that we had coming into our family. And to walk away from all of that and literally give everything away because that was the second part of it wasn't just step away from your business and stop generating income, but it was give away everything you have. And I was like, God, what does that look like?
And so a lot of people, it's hard for them to fathom, you know, especially in this day and age, because, you know, you read the Bible about the rich young ruler and where Jesus asked him to give everything away and to walk with him. And the rich young ruler said, I can't do that. And he went away sad. And so we don't know what would happen if he said, okay, I'll give away everything.
But I felt like that was a test for us. And, you know, I know it's not a test for everybody, but it was a test for us.
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Chapter 3: What is the 'D.O.G.E.' framework for business?
Hey, everyone. If you're anything like me, you've probably spent more time than you want to admit just trying to stay on top of your email. Am I right? I used to wake up, fire up the inbox and boom, I was hit with a wave of random stuff. Newsletter noise, low priority requests, affiliate spam, and somewhere in the chaos, a few messages that I actually needed to respond to. It drove me nuts.
And I'd end up spending hours every day sorting, replying, getting distracted, and pulling off the work to actually move my business forward. But that all changed when I tried Notion Mail. And let me tell you, it's like somebody took my funnel brain and built an email platform out of it. This is the inbox that thinks like you.
NotionML uses AI to organize everything based on what's important to you. It learns what matters, automatically labels and sorts messages, drafts, responses, and even schedules meetings. It's personalized, automated, and completely flexible. And do you want to know what's become my absolute favorite feature? Custom inbox views.
I've created views for my podcast outreach, my internal team, my JV partners, and even launch commissions. I can jump into a view and laser focus, no distractions, no noise. And when I need to move fast snippets, I've got one click templates ready to go for followups, affiliate approval, speaker confirmations.
It's like having a prebuilt funnel, but for email replies, if you're like me and your brain runs a hundred miles an hour, notion mail gives you a calm focus command center and it just works. Get Notion Mail for free right now at Notion.com slash Russell and try the inbox at Things Like You. That's all lowercase letters, Notion.com slash R-U-S-S-E-L-L to get Notion Mail for free right now.
When you use our link, you're supporting our show. Notion.com slash Russell. All right, funnel hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed?
Ads for things you know you would never use in a million years. And you start thinking, that person is wasting so much money targeting me for a product or service I will never use. And here's the thing. Those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn ads is such a game changer.
LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business are hanging out and their targeting options are unreal. You can target by job title, industry, company size, role, skills, revenue level, seniority, literally laser focus to the decision makers who can actually buy what you're selling.
It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you $100 credit on your next campaign so you can try it yourself. Just go to LinkedIn.com slash clicks.
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Chapter 4: Why is peace the new metric of success?
Beyond the platform.
Yeah. We just used the software. Yeah. And when we saw Selling Online, it was because we were looking for a sales coach for our team who didn't drop the F-bomb. We were just looking for somebody who could just teach the information without the emotional drama.
Shared the same values.
Yeah, values. The day that we saw you and you went through the whole thing, our team is online with us. And they're like, when you went to the million-dollar offer, they're like, Larry, hold her back. Hold her back. Because they just know.
I'm like, if that can change people's… It's not too late, by the way. We got it in the back of our mind.
But when you made the offer, we, of course, went in for the offer that you were offering. And we said, how do we get on a call? Because what was in the back of our mind was not what can we get from you, but how can we come and just serve and be a part of the community. If we get an idea and we already have, you know, one funnel changes everything, pays for everything.
That's why we always say it's not about the money. It's about are you willing to receive the one thing that can change everything. For us, that's why we're here, is we want to be a part of the movement that you're doing, the bigger movement, and we're honored here. that we get to be in the room with you.
Well, thanks you guys. It's been super cool getting to know you guys ever since day one, we first hung out Atlas. I was like, I love these guys there. Yeah. So grateful to have you guys. So for our team and people who are listening, who want to follow you guys and jump in and plug into what you guys are doing, what's the best place for them to go and, and see all the magic.
At Stacey Wallace. Everything's under my name or Fueled by Fire. Fueledbyfire.com tells everything that we've got. We run a challenge every month to teach people how to merge faith and business. And it's fbfchallenge.com. And yeah, it's life changing.
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