A Behind the Scenes Look at Tony Robbins & Dean Graziosi’s KBB Course

In this new episode of the Memberium customer spotlight series, Megan Harrison gives us an inside look at Tony Robbins & Dean Graziosi’s Knowledge Business Blueprint course.

Megan worked closely with Dean and Tony to build this record-breaking course earlier this year.

Throughout this video, Megan gives us a sneak peek at everything that’s included in the course and shares the inside story of how it was planned out and created from start to finish.

You’ll also be able to see how the course was built with Memberium, LearnDash and Infusionsoft by Keap to create an amazing experience for their customers.

To learn more about Tony Robbins, visit his website to see his latest programs and resources.

Mentioned Links In Video


On top of that, you’ll also be able to learn how they went about taking Tony & Dean’s 60+ years of knowledge and condensing that into the course they would offer.

For those of you who don’t know Megan, she’s an experienced online marketing strategist and specializes in creating online courses and membership sites that position her clients as industry leaders.

If you’d like to learn more from Megan you can visit her site or check out her course called the Online Courses Academy.

In this video Megan shares some of the most important lessons learned throughout the process of building this groundbreaking course with Tony & Dean.

More importantly, she also shares how you can apply some of these same lessons to your own online course or membership site. There was way too many valuable nuggets share to be able to list them all here. Check out the full video to see for yourself.


Video Transcript

A Behind the Scenes Look at Tony Robbins & Dean Graziosi’s KBB Course


Andrew Pfund
Hi there, this is Andrew with Memberium. Today, we have a really special treat for you. We’re joined by Megan Harrison from Megan Harrison Consulting. She’s going to be giving us an inside look at a course she recently helped build called the Knowledge Business Blueprint with Tony Robbins and Dean Graziosi. And for those of you who don’t know, Megan, Megan’s an experienced marketing consultant, expert, online strategist, and specializes in creating online courses and membership sites that position her clients as industry leaders.

Andrew Pfund
She’s the founder of Megan Harrison Consulting and has built courses for some of the world’s top Internet marketers, such as Ryan Lévesque, Joe McCormack from The Brief Lab and lots of other thought leaders over the years. Most recently, she built the knowledge business blueprint course with Tony Robbins. And she’s going to give us an inside look at that today, which we’re super excited about. Megan, thanks for joining us.

Megan Harrison
Thank you so much for having me. I’m really excited to be here.

Andrew Pfund
Yeah, we’re really glad for you to show us the site. And before we dive in, talk about anything about the course or the launch, I just wanted to quickly go over some of the results that this launch generated just so everybody can kind of understand the scale of it. And so I’m going to quote your site here. It mentions that this launch gained over sixteen thousand customers and generated over thirty three million dollars in sales in less than two weeks.

Megan Harrison
That is accurate, crazy. He’s true.

Andrew Pfund
Yeah. So I guess the amount of impact that that course had and what it generated in that short amount of time is pretty, pretty amazing. Are there any other specifics that you could talk about? In terms of results generated from the launch?

Megan Harrison
I mean, those are like the the big stats, like the wow numbers. Besides that, we’ve recently gone Evergreen and I don’t have the statistics on it like hard numbers, but I know that’s doing really well. So Dean is like a marketing. He he was obsessed with, like, really tweaking and getting things just really dive in. So I know that’s something that their entire team is working on, is continually looking at like how many people they’re reaching, what the conversion rates are, and it’s doing better and better by the day. So I to get some more details on how that’s doing, but really amazing.

Andrew Pfund
Wow, that’s amazing. So throughout the rest of this interview, Megan is going to be giving us an inside look at how the knowledge business blueprint course was built. She’s going to show us some of the things that they learn throughout the whole process and how you can apply some of these same lessons to your own course or membership site. But before we dive in and talk about any of that, would you be able to tell me a little bit about your business, how you got started and how you ended up where you are today?

Megan Harrison
Yeah, I’d love to. So that’s one of the reasons why this was like such a dream come true project for me to work on is because I honestly don’t think I would have started my business if it wasn’t for Tony Robbins. So it really came full circle. It was like six years ago when I went to a UPW, Unleash The Power Within seminar from a Tony Robbins event that I gave myself six months to start my business. And I had absolutely zero idea what it was that I was going to do.

Megan Harrison
But as almost six months to the day after leaving that event that I put my resignation in from hospital administration. So it was really a surreal how your subconscious mind is continue to work towards that goal, because it wasn’t a hard deadline that I’d set. Like, this is the day I actually kind of forgot about saying that until it was a year later when I realized what I was like writing a blog post on it. I’m like, that is crazy that almost exactly six months when I said I give myself six months that I.

Megan Harrison
So after leaving there, I honestly went back to the computer and typed in how to start a business, a Google like I absolutely zero idea how or what I was going to do. But and this is also another reason why I’m so passionate about online courses, because I have experienced the impact it can make from both sides of the fence.

Megan Harrison
So one, as the customer, it was through these online courses that I was coming across from people like Marie Forleo or Amy Porterfield like podcast from Pat Flynn and John Lee Dumas that I was able to go from having like zero idea what I was even like, having no idea what I was going to do to actually starting a business. So not only can you, you can really change people’s lives and you probably have you probably never have any idea how much you impacted people’s lives when you do take your genius or your knowledge and you share it with the world.

Megan Harrison
And then I’ve also been able to experience it for myself. And then also like time, time again from clients, the impact that it can make for the entrepreneur side. So the financial like unlimited financial opportunities and time, freedom and flexibility and being able to work in your zone a genius. It’s just a Win-Win situation, I think, on both parts. So it was after taking those courses that I looked at the business model and I thought, well, you know what?

Megan Harrison
That seems like a really good business. I always heard through those courses and programs the riches are in the niches or pick a niche or a specialty. And so I was like, I’m just going to be specializing in how to create online courses. And my hypothesis was correct. Did pretty well.

Andrew Pfund
Yeah. Yeah, I’d say so. So and then at what stage did you start using Infusionsoft?

Megan Harrison
Pretty early on, like it was, Infusionsoft is one of those things where I’m so grateful for it. But if you had ever known the complexity of something or how much work went into something before getting started, you would never start anything like when it comes to business or probably reasons. So I it’s kind of had some. The right level of ignorance, when I when I was like, I’m just going to stop Infusionsoft is actually my boyfriend’s company, the same at that time.

Megan Harrison
And once you are already in it, I’m like, whoa, this is a lot more than I thought it was going to be. But I just I loved it. I loved the possibilities and the potential that it brought to the business. And we were able to scale that business from five hundred thousand dollars a year to I think now it’s over 10 million. But like within a two year period of time, I think from five hundred to about four million, we would never have done without Infusionsoft. It allowed us to scale all the operations so early on.

Megan Harrison
That’s amazing. I didn’t know about that.

Megan Harrison
Now, Nutrition Solutions is a Meal Prep Company. That is great. So I guess after checking everything out, but I heard about this course, everything involved with it was really well planned out and also really well designed. I’m sure there was a pretty big team involved in making all this happen and then also a lot of planning that went into it.

Andrew Pfund
So as a start, would you like to walk us through some of the planning and preparation that went into this course and how important that was?

Megan Harrison
Yeah, I’m going to share my screen. One second. Yes, I’ll kind of share that, can you see my screen again? Yes. OK, so I can of share this simultaneously, because I was I was even interested in thinking back of like, well, I was really involved because I have been saying, oh, we’ve been working on this product for about five months before we launched it. And the phone actually went back and thought things through.

Megan Harrison
It had been almost eight months, 10 months or something from when we first started getting involved with it until the time. So it was back in September of 18 when I initially got that first call about being part of the project. And the first step that I would start with is a vision mapping session. So getting really clear on what is the end goal like, what is the point or what is what would success look like in your eyes for this project?

Megan Harrison
And then a big part of the planning process after that, some more ideation and structure and thinking about the gamification is, of course, structure. And then I actually flew out to Dean’s office in Scottsdale and we did a VIP day. So a full immersion really getting clear on the. The. Objectives and mapping out all the different scenarios. These are journey, and then from there I moved to wireframe and prototyping and then the design prototype and then into development.

Megan Harrison
So I can expand on any of that, that you want me to. Those are the main steps and then user testing of its land and launch.

Andrew Pfund
How did the course content planning work, I guess, after you had mapped it all out?

Megan Harrison
Yeah. So the core structure, like the way that I think about your number one goal is of course creator is to excite the process of getting your customers from where they are to where they want to be with less headache and less stress than you would do then they could do on their own. So. Really, first, thinking about where your customer is now, what’s the problem or pain point that they’re experiencing that would cause them to look for a solution?

Megan Harrison
And then what is that end goal that you want them to be able to achieve? And then once you know those two steps, now, you can create that roadmap for getting there. So I think the big difference between really successful courses and then just information products, which are almost kind of worthless, is that online course is more focused and geared around becoming like an implementation program, or it provides a step by step really action oriented or action focused game plan from getting your customer from A to Z, because at the end of the day, all they want is the results.

Megan Harrison
It’s not they’re not paying for information because we’re completely inundated with information. We don’t need more information.

Megan Harrison
You can Google anything that you could ever, ever desire and you’ll have a bazillion searches come up, YouTube videos, everything. But the reason why courses are still are so valuable compared to any other modality, like whether it was like a book or college course or something, is that if you go into it with a focus of really like action, action oriented orientation and always thinking about what is it that I want my customers to actually do, rather than asking the question, what do they need to know, it will really keep you in that mindset of staying focused on the end goal.

Megan Harrison
And so that’s what this primarily was, is like what what do we want our customers to achieve at the end of this? And then what’s this little roadmap for getting there? Yeah, that is a really good point, I guess with it’s kind of amazing taking all of the knowledge that Dean and Tony have and then compressing that all into a course. I’m sure they’re aware that there’s a whole ocean of information out there. And they didn’t want to just create another course with a bunch of information that people could watch.

Andrew Pfund
They want people to actually take action based on the course and get a result from it.

Megan Harrison
Yeah, definitely. Like that was something from the very beginning. And like, I’m trying to pull up some of these. I used one note to doodle everything. And so we have. Like even like back from here, like the wire framing of the course journey and the action steps, that’s what I was looking for. So I like to draw things out and it makes it easier to understand or like to visualize how I want users to flow through the course.

Megan Harrison
And so really starting from the very beginning here of like joining the program where they are and then what are the main steps they need to do in order to achieve that result. Like this became the main Section one, Section two, Section three, and then Section four. But yeah, you’re completely right. They had 62 years of combined experience between the two of them running a very, very successful mastermind’s, and they had this down to a science.

Megan Harrison
But both of both Dean and Tony are they have already achieved such a level of success. This isn’t about the money to them. They really want to into they call it their mission. They want to help make education our self learning, self education the new norm. And since the very first day, they’re like, we don’t want this to just be another course that someone buys for two thousand dollars and then nothing with like we really want to see results.

Megan Harrison
And that type of we put such a focus on the user experience and the gamification and the structure of the program. So that was a lot of fun. That is cool. So, as you pointed out, each module in each section where you are, I guess you’re also thinking about the action steps that the end user is going to take along the way. Yeah, always so the the first step is like, what does that milestone that they need to take?

Megan Harrison
And so for this knowledge, this blueprint is all about extracting your expertise and then running mastermind’s or doing this for someone else, for another expert, and you’re more the liaison or the operations manager behind it. And so these became those mean milestones like extract. It was first you need to and it was funny on the first call that I was around within, like, you just kind of spit it out, like, well, you have to extract it.

Megan Harrison
You have to fill it, you’ve to run it. I was like, I feel like those are going to be the main modules. I think since that day that we stuck with those. So extract that union person, get your expertise out of your head, which is one of the hardest parts, then you need to fill that mastermind and then you need to actually be able to run it and produce the results. And the fourth is the other segment, which is that knowledge worker.

Megan Harrison
And now that we’ve got this down, now that you’ve got some kind of a science, you can also do this for other people. And I started doing that and I love that part of it. We’re going and partnering with other experts or other industry leaders and maybe they’re too busy or they just don’t have. That’s not there isn’t a genius. But if I can come in and be like, look, all you have to do is show up and like you do you you work and you’re a genius.

Megan Harrison
You teach and we promote this to your audience. I can handle everything else. That’s a total win win win situation between their customers, that expert and then myself.

Megan Harrison
So it’s a really cool strategy, like something that I’m sure have been doing for like for a while. But this is just put a system behind it, which again, is like the whole value of the courses. So I forget what your main first question was. But about the action step, can you repeat that?

Andrew Pfund
No, that’s great. Answered that question perfectly and everything you said was great.

Megan Harrison
Yeah, and I can further expand on that, like, if you want me to go into actually showing the course.

Andrew Pfund
Yeah, that’s that’s kind of the next question here. So if you want to give us an overview of the knowledge blueprint course, and I’m so glad you asked.

Megan Harrison
I’d love to. Yeah. So this is you can see the screen winery, shrink it down a little bit, so. We can see this, but this is the main home page, so when I create or when I explain how courses are structured, it’s very similar to a book. So you think of like the home page is kind of like your table of contents and then you have the modules which are like a section in the book, and then you have your lessons, which are like chapters in a section. So there is one example of gamification and we can talk about that later.

Megan Harrison
Some of this has been so fun. It’s amazing like how excited people get about badges popping up and stuff. But anyway, so these were those those main sections. This course actually has added an additional layer to it than most courses. Most courses I create usually do just because it is a very it covers a lot of ground. So there’s these four sections and then we actually have the modules within within the sections, so. Or we call them lessons, but so the lessons and concessions underneath those, so that first phase is extract and then these were those mean the lessons behind it, so secret to success.

Megan Harrison
And that’s more about getting contacts, getting people’s buy in, getting people pumped up for actually engaging and consuming with the content. Because that’s your number one goal, is you have to always be reselling your users on why this is important for them to follow through, why this is the right time and continuing to keep up that motivation throughout the program. So that’s the main purpose of that main first lesson. And then it’s moving on to your expertise, your ideal client.

Megan Harrison
How to use deep within is amazing. It is a methodology called Story Teach Tool. So how you run a mastermind really successfully with keeping it really engaging. So I can go through the whole I mean, we just have a picture of the outline, but this is that the outline?

Andrew Pfund
Would you be able to walk us through any of the other areas of the site? Yeah, definitely. OK, so the other WordPress plugins are involved in.

Megan Harrison
Yeah, totally. So this is so would that mean first home page, we then go to module one? So I like always starting with an intro video where you’re kind of giving them a rundown of what’s going to be in that module. And then here we have the different lessons within that module. So I’m going to point out some of the features that are really important when it comes to creating a will design course that might be overlooked, like if we weren’t really wasn’t explaining it.

Megan Harrison
But one of the things that I think is really under me, not enough emphasis is put on it or the importance is navigation and making it extremely easy for your customers to always know where they are in the process and then easily get to something. We’re however, they want to end as quickly and easily as possible, because I’ve taken I mean, I’ve taken a ton of courses and I’ve really noticed that when when the infrastructure and the architecture isn’t laid out correctly, it’s amazing.

Megan Harrison
It gives you like that almost like anxiety, feeling or anxious feeling. If you can’t figure out what it is that you’ve already completed, when you come back to the course where you are in the process, not knowing how much how much longer it is until you’re done, it’s just I don’t know what it is about our brains, but most people just need to know. They need to know where they are in the process in order to kind of relax, OK?

Megan Harrison
I know now and now I can engage and focus on it. It’s like, have you ever watched a video that doesn’t show you how much is how much is left in the video or how long it is the whole time? Like, well, how much longer is this?

Megan Harrison
Like, what if it was an hour or what if it’s five minutes? I don’t know what’s going on. And so we’ve incorporated the navigation in so many different parts of it.

So here this these are all clickable to the actual lesson. And this also shows the progress of whether or not it’s been completed or not on here. The images themselves that have checkmarks and these are all done with Memberium. Tagging, so when they complete something, they’re tagged in Memberium Infusionsoft, and then that displays the checkmark or I’ll go to one where I’m not I haven’t finished in a minute and see what it would look like. And then also then we have this navigation on the side and then we have this whole course outline.

Megan Harrison
So that’s like one, two, three, four different ways that you can easily see your progress and then get to something. I’ve heard amazing feedback about this type of this navigation here. Like, people love this. And when I go through the course, I find that I use this all the time, too, because it’s so easy to find, especially in the course of this length, like it’s a pretty massive course. Everything in one spot, it’s been really useful.

Megan Harrison
So if something hasn’t been completed, it’s great out. And again, this is all controlled by Memberium if it has been completed and then it turns gold. And then another really important piece, again, from the UX and design feature is Mobile Responsive, and I think that that’s something that is often overlooked. Like it’s one thing to like, yeah, it’s mobile, responsive. It reduced the screen size, but what’s the actual experience? And so we looked at this and it was like, this is just too long, it’s just getting to.

Megan Harrison
Too much scrolling like it’s a little overwhelming, though, for a woman from Mobile than we reverted to the slider where it’s just like people are really. This is a really intuitive way of using your phone. Now, just because most people are using iPhones and everything with Apple is built with that slider scrolling feature. And so I think this has worked really well since then.

Andrew Pfund
You can kind of just swipe with your finger.

Yes, you can see my swipe. It’s easy. And then the individual lesson pages are like that as well. So let me go to one that I haven’t, because I think I’ve completed on these the user that I’m logged in, I’m going to go to one or haven’t completed everything.

Megan Harrison
OK, so the wagon wheel on. I’ll make this bigger again. OK, so you’ll see here that now these are not these are not checked off because they haven’t been completed yet and. Here at the end, we have a bonus, it’s not because the bonus is only unlocked after you pass the quiz at the end of the lesson. And so this year, the check marks checked, not checked. So when we go to one of the lessons, this is what I was originally going to show you, is how you stay really focused on or you incorporate other features in your course that make it easier for your customers to take action or faster.

Megan Harrison
And I know there’s a lot of people that love lists and just like. The government that you get from being able to check on something else. So when I create courses, I always recommend that we include a checklist at the end of it. And so the thought process there is that you have just consumed this information like you just learn something new. And then now you want to be able to synthesize that for your users and what are the most important step or what is the most important points that were mentioned throughout that course and what you actually need to do now in order to implement what it is that you learned?

Megan Harrison
Because your number one goal of creating a course is to get your customers the results you’ve promised. And when you do that, then you’re also simultaneously going to be a lot more profitable, because at the end of the day, that’s what’s going to increase your customer lifetime value, because when someone’s achieved the results that you promise from that first course, they’re going it’s going to be a no brainer when you promote, like your premium offer or the next course.

Megan Harrison
Obviously, they’re going to buy it because they got the results that you needed from the first one. And we never run out of problems. We just create new ones or better problems or bigger problems as we continue to get bigger or more successful in life. So that’s a side note. But that’s another thing that I really keep in mind is like, OK, if you’re if we’re successful here, what is what’s the next problem that exists for someone that has successfully achieved this result?

Megan Harrison
Because now, again, like problems don’t go away. They just change. And so action steps are one are checklists are one thing that I love to incorporate and then also any type of worksheets or tools that you can include, again, to make it easier for your customer to take action or make it faster. And so swipe files and great templates are great case that these other resources I mean, there’s so much so many options there. And then you want to think about how people like to consume content.

Megan Harrison
Like there’s some people that like watching videos. There’s some people just want to be able to download the audio and listen to it like on the on the train or subway, on the way back and forth from work and on. So that that’s how I consumed so many of those courses and programs. When I was first starting, my business was driving to work for an hour and then driving back to work for an hour. Yeah, that’s a lot of time in the car.

Andrew Pfund
Yeah, passive learning is the best. Can’t read a book when you’re driving in your car, but you can listen to a podcast or when you’re doing you’re doing chores around the house or running errands. So that’s great. So, yeah, all of the lessons had a ton of great action steps and additional content included with them. Would you be able to talk about some of the bonus content and see how your points system works with this site?

Megan Harrison
Yes. So the point system is set up again. Everything was built with Memberium. So it’s Memberium HTTP Math Post. If I’m saying that correctly, where when a lesson or a session is completed in. Learned that, so when I mark this complete, then it’s going to apply a tag to the Infusionsoft account and run that Memberium post and award 50 points to the user. So I believe this was just that. Thirty one hundred and now it’s thirty one fifty because I just completed that that session.

Megan Harrison
And then as you complete the sessions, your points continue to go up. And at the end of every single lesson there is a quiz. And then when you complete the quiz, you earn a credit and the credit is. Kind of like think of it as a money that you can use to purchase other bonuses and rewards. So there’s two things that happen at the end of each lesson or after passing the quiz. First, you unlock this bonus.

Megan Harrison
And so there are all different types of content from Russell, Tony and Dean for these that would be valuable to the user. And then there’s also what we call it, empowerment. So additional content that can help you. Again, that would still be valuable, and that’s what you use their credit for to purchase. So if I go over to my power moves, these are things that. So you’ll see the ones that I have not purchased are locked and the ones that I have purchased with my credit see it I zero credits right now because I use them to purchase these programs or these bonuses.

Megan Harrison
But if I had two credits, I would be able to purchase this one, but I would pop up that says buy. And so maybe later I can take it to quizes and then show you the process.

Andrew Pfund
That is great. And then so for I guess we should add for the when you’re clicking that mark complete button and the whole way that the courses and lessons are structured, that comes from a LearnDash that’s on the site, right?

Megan Harrison
Yep. Everything’s built, LearnDash is the LMS so control is a learning progression and allows for the quizzes and then Memberium as a membership plug in the integrates with Infusionsoft.

Andrew Pfund
Got it. Got it. So the other really cool page on the site was this kind of achievements and kind, of course, overview page for the achievements did you use. Was that BadgeOS or was there something else involved in that?

Megan Harrison
No, this again, is just straight design and Memberium. So based on the tags, you have tags that if you had completed. All of the lessons within a module, so you have that tag for everyone of the lessons, then you could then this would unlock the, it’ll change the color of the badge, and then go to the achievements 8 as well. And so these are great out because they have been completed yet, so the first ones, I guess, are the course you unlock first bonus to pass your first quiz, you unlock the power move, which is that credit system model one, model two completed the course model for model three.

Megan Harrison
And then those are displayed also on the account page here. The other cool thing is the levels and so as your points increase and I can kind of explain like some of the psychology behind like the different gamification features later we you get to. That but your levels will increase here, and this is something I modeled after Audible that I noticed. If you have an Audible and they actually don’t do that great of a job promoting it because I listen to it all the time, I didn’t even I wasn’t even aware they had this.

Megan Harrison
But as soon as I did find out they had this, it made me want to listen to eighty eight more hours of audible really quickly because I was like that was how much is left until I was the master level and my type A personality. I just like I want to be the best. So it does work or I’m crazy one or the other. I’m not ruling out that one out either, but I think it does work. And then here is the outline that you had mentioned earlier, again, with a really clear like what’s been completed in checkmarks and then what hasn’t been completed.

Megan Harrison
With little circles, so it’s not completely complete. And if I was to pass this this course like I completed the whole thing, then the certification will pass or will show up here. And then those certifications came where those issued through learn that. Yep, so then the main certificate, like the PDF certification that has the user’s name and everything that is through LearnDash, but then we also built one just custom. I’ll see if I can actually.

Megan Harrison
Go to a. That after you complete it, then you’re redirected to this page, because I think there’s a lot more fun that you can have with it than just getting in PDF. And so. They get their badge and then you can view the certificate and it’s more interactive. Their name would show up right here with Memberium, but I’m logged in as an admin here, so you can’t. So it’s not showing it. And then here again, because I’m logging into the admin here would be the actual PDF that you can download and then.

Something else, I can’t remember what goes there, but something else that’s being controlled by Memberium, let’s hit it right now. Very cool. Would you be able to share anything else about how LearnDash helped with this site or how it was used? This is the LearnDash’s main role was one, the outline functionality and then. reading, the learning progression as far as just moving through the courses and then the quizzes at the end of each course are the end of each lesson.

Megan Harrison
That was the main part of it, I believe. I can’t remember now. I’m pretty sure the progress bar here is is learned as well as I go back and forth. Sometimes I use Memberium. They put in their names like and then if I can, then must have used LearnDash for the progress bar, but sometimes it doesn’t. I need to I need to customize it for whatever reason, so then I’ll have to use Memberium shortcode to do that.

Andrew Pfund
And yeah, that’s what Memberium is great at, is being really flexible and powerful and what you can do with it. Yeah, I mean, there’s really not much you can’t do with it, and it’s just it’s more so the hard part is thinking it through, like how how is this going to work? And so originally we weren’t we were going to try to use like another gamification plug in to do some of this because there are things out there.

Megan Harrison
But when you have this many users, like even more so than like any other course, you really need to think about like the wait and how well that plug ins built. And unfortunately, a lot of those other plug ins are extremely heavy, like more so than I even ever realized, that they’re constantly running scripts in the background. And I’m not a I’m not like a hardcore developer. I’m more of a makeshift developer or not to get myself in trouble.

Megan Harrison
So I couldn’t even tell you like the terminology. Well, I’ll let my developers do that part of it.

Megan Harrison
But I just know that the one we’re trying to use was running so many scripts in the background that it was just like bringing everything to a halt. And so I very quickly had to think through very quickly how we could rebuild all of that functionality like the levels, the points, the progress with Memberium. And then I’m like, oh, we could just do that. I thought there and then. I was able to rebuild all the functionality within an hour once I once I knew how to how to get there and I thought to the process.

Megan Harrison
So the point of that is that it’s completely flexible. You can do anything with it if you just have to think how how you want it to function.

Andrew Pfund
That is amazing. So I guess in terms of other challenges, what were some of the more challenging parts of building a site?

Megan Harrison
One thing that made this a little bit more unique is that it was free form of the free form course, meaning that you can take the course in any order. It didn’t require you to take it in a linear format, which would be fine. But with a lot of this functionality, let me go back to one of these modules or lessons.

Megan Harrison
It it was a simple thing, which seems simple, but then like it wasn’t that simple to try to figure out is, well, how how can we make how can we redirect users to the bonus after they complete the quiz right away versus going just directly to the next module?

Megan Harrison
Because there’s a good chance like they would never even notice at the bonus was a lot or like and I’m going back to it to consume it and then therefore devalued it. And so there’s like customizations that needed to be done and a lot of different places to get learned, a function kind of outside of its natural, normal natural behavior. So going to a different page in LearnDash is natural capabilities. So it was just like figuring out the coding that needed to be done in the back end to get that to happen.

Megan Harrison
That was the main one and then is always really keeping in mind, like SOP, like having a certain way of additional plugins. So like we wanted to be able to use BuddyPress to be able to have for people to change their images. Right now it’s pulling in the Gravatar. So using Memberium to pull on the customer Gravatar. But BuddyPress is another thing that’s like pretty heavy. And so it didn’t get there wasn’t enough of a reason, a benefit to put that weight on the site.

Megan Harrison
So we opted out to get rid of things like that. And then then just like the organization of creating a course of this size with a lot of different people involved. But I’ve kind of got back down to a science sound that before that could could have been a huge nightmare, but very challenging. But now the product management system that we use with Airtable is just it’s so flexible, but that’s not really an issue anymore.

Andrew Pfund
Yeah, I’d imagined planning out a course of this size would have been quite the challenge. So I guess when it comes to planning out your course content or just, of course, in general, what advice? Do you think is important for course creators to know?

Megan Harrison
I think it’s like really getting a clear product plan in place, so, I mean, no matter what stage of the where you are in this process, like you’re cutting up a massive course like this, like launching it with sixty thousand people or you’re creating your very first course there, you still need to have, like, an understanding of what you actually need to create.

Megan Harrison
And like a workflow is what I was looking for, a systematized workflow, for creating content. And so at the end of the day, when you look past all the glitz and glamour, like the gamification and the design and everything, it comes down to the same core elements, regardless of what course it is like. I’ve created courses for high frequency, high frequency stock trading, singing coaches, courses like this maternity programs, it doesn’t matter the content, they’re still creating the exact same deliverables, and so we’ll go see what those deliverables actually are.

Megan Harrison
And those are one, it’s your video, so your video lesson. And then, two, it’s your resources or other tools like worksheets. So. The first step is like obviously like the outline, if you try to create if you try to create course content without an outline, it’s like taking a pile of money and lighting a match and just throwing it on the money because you’re going to throw away so much time, money, resources, energy and opportunity costs of postponing the launch time because you’re reworking.

Megan Harrison
Things that would not have been wouldn’t have to have been done if you had spent the time, your due diligence getting your outlines squared away something extremely pat smith . or like adamancies is the right word about that process is like you need to have your outline done before you even think about creating content and then after you have that outline, then know that for every single lesson, you’re going to have a video to create and then you’re going to have, I guess, would have to be every lesson, but as often as possible a resource or a tool. And so the workflow then becomes OK first. Map out the worksheets and resources, because I think that be really ingrained in seeing action oriented, like with your focus on what do I want my customers actually to do?

Megan Harrison
So that’s why I like signing with the worksheet and then scripting the video lesson. Then creating any other signs, like a slide deck that needs to be done. For your cause, and then you can film and edit your course, and those are those five main steps that you need to do for every lesson. And so once you know that and you can map out the process for. How how can I schedule this and then is there anything that I can delegate out of this?

Megan Harrison
So when you’re creating your first course, like there’s a lot of people that do all of this by themselves, and then there’s courses like this one where there is probably a different person for every single one of those pieces or multiple people like copywriters and videographers and then a video editor and then a graphic designer and then a website designer and developer, project manager, launch editors, all those maybe pieces.

Megan Harrison
But when it comes down to the end of the day, I’m actually the content, like it’s always the same. And the workflow, I think that’s the most efficient workflow worksheet, script, slides, film, edit and batch you’re filming and editing so you can get a lot more done and live a lot less time.

Andrew Pfund
Yeah, I like that a lot. It’s a lot simpler when you put it that way.

Megan Harrison
Yeah, it makes it a lot simpler because and then without that, without having that workflow or understanding it to that granular level, it feels a lot more over overwhelming.

Megan Harrison
And I think any time really when I assess myself when you start feeling really overwhelmed, it’s not really that you don’t have the capability of of doing something or.

Megan Harrison
Yeah, it’s not that you’re not capable of it, it’s that you don’t you don’t have enough clarity on what exactly it is that you need to do next, like you’ve chunked it too big to where it’s not something that you can take. Like you can’t sit down and do that next step because you’re not clear enough on what that next step is. And so any time I feel like overall I’m feeling I’m like, oh, let’s do a a brain dump or a mindmap or and really get things down to a more granular level.

Megan Harrison
So even if it was the smallest bit of action, that’s better than no action. Like I’m a lot closer to the end goal than someone that just stops.

Andrew Pfund
So taking a step back for a minute, what was also really interesting about this launch was how many JV partners and affiliates were involved?

Megan Harrison
Mm hmm.

Andrew Pfund
It was funny. My inbox was literally flooded every day with emails from almost every marketer that I know. Yeah.

Andrew Pfund
And so my mom my mom was following along too, like she usually doesn’t follow like any of this kind of stuff. I don’t think she’s ever like he didn’t know what a launch was because he kept sending me she’s like, I got another e-mail. I got five emails today. Why do I get so many feel like all these different people might. I know mine are getting a lot.

Andrew Pfund
That’s great. So I guess you had also builds you would also built custom affiliate sites for the JV in affiliate site of this launch. Will you be able to give us a look at that and talk a little bit about how that works?

Megan Harrison
Yeah, so when you’re running like a JV, the JV side of this and any launch where it’s a big focus, it’s a huge it’s a huge part of it.

Megan Harrison
I think it’s also that’s something else is really underestimated is how much time and attention not needs, but should be done in order to create a really effective affiliate or partner launch. And Dean and his team. And they did an amazing job with it, like they did so many things, like they they were so active in the private Facebook group for the partners, any partner that signed up, they sent them this, like, huge box that it was a mastermind, mastermind it out with like swag.

Megan Harrison
So t shirts, hats, pin mug and then the the Internet, which is like flooded with pictures from the partners wearing their mastermind gear. So I just shows like the reciprocity that people love, even though that was like super expensive. But it meant a lot like it was just like exciting. It was what you were expecting. And that’s something that this team does really well.

Megan Harrison
So, yeah, the partners site, going back to your question again, was built with Memberium. And then a big thing that we did with Memberium was actually the first time I’ve ever used it before. I was Memberium leaderboard. So for partner leaderboard. Who this was constantly, automatically updated and so the partners are in here just like refreshing, like crazy every time, because not only did they want to see, like, the numbers, but they also did an awesome job with the the the prizes.

Megan Harrison
And so the top 10 affiliates got to go are going to fly on Tony’s private jet to Fiji. And then they’re masterminding with Dean Tony and the ten top partners for like four days or something, as well as a ton of other really good prizes.

Megan Harrison
So those let me see if I can have a. So this is kind of example of the part of the leaderboard design that was showing you this is my design files, let me see if I’m looking. So, I mean, it works pretty much the exact same way as any other site like you, you would log in to the members area and then we just want to make it really easy for your customers to be able to access all the swipe, all the sort of information.

Megan Harrison
And by that I mean like the emails for the list, the promotional content. So they did a good job with creating like Instagram story short videos, Facebook posts, Pinterest graphic. Everything that you can imagine, really, and then copy and headlines for emails, Instagram posts, social media, Facebook posts and everything of that nature, as well as like listing out the prizes and the leaderboard. So. The first part of that would be like to say, I wouldn’t call it a sales page, but like your invitation, inviting people to join the mission, become a partner.

Megan Harrison
And that’s what this is getting really clear on what the prizes are, if we can. So the first place winner, like two hundred thousand dollars in cash or one year mastermind into Tony and Dean’s, two hundred fifty thousand dollars a year mastermind going to Fiji and then second place, seventy five thousand pounds. There are really big prizes, those partners that made over a million dollars on this this promotion, which is insanity, I really think about it, but.

Megan Harrison
Yeah, I mean, it was yeah, go ahead.

Andrew Pfund
No, that is that is pretty crazy. What what percentage of the sales were driven by the affiliates?

Megan Harrison
A huge percentage of them. I think the and I don’t have the exact number. I think it was like. Fifty five percent worse, all the sales were from affiliates and then the rest were from like Tony Russell and Dean as well as spend.

Andrew Pfund
That is amazing.

Megan Harrison
Mm hmm. And then on the technical side of the affiliate stuff that was all handled by Infusionsoft. Yeah, it was kind of so Infusionsoft was the main hub for the affiliates, and then we also use affiliates, the same affiliate.

Megan Harrison
For to pay for the. AffiliateDash called, so the same owner has to pay a billing management system, we use that and that did great. But I think there’s a lot of room in the market for. And for an affiliate portal or program that can really do everything that it needs, that it needs to do or like allows the customization, because like I said, it’s such a huge part and huge important piece of a lot of these launches and programs and also takes a ton of management time because I don’t think there’s a solution that really is all inclusive out there. So they actually end up building something custom.

Megan Harrison
So it’s kind of like built off of Memberium, Memberium or not built off of Infusionsoft and then a custom portal for the Evergreen model going forward that can do like everything that we need to do, like only show sales for specific products, allow customers to create or partners to create links for every type of every type of program or every type of source.

Megan Harrison
They want to do what they’re doing, like a YouTube link, or they can track very easily where their sales are coming from. You can do that kind of stuff, like with affiliate with Infusionsoft. But it’s not simple.

Megan Harrison
It’s like. And when it comes to something, people like having to explain things and handholding because it’s not as clear as it as it could be, it’s really time consuming. So they were better off creating a custom. But I think there’s a huge opportunity. There is still open opportunity for whoever wants to tap in on that one.

Andrew Pfund
Yeah, I know what you mean. Everything in this course was so well planned out and really rich. There’s all the action steps and checklists that you showed us. These were included with all the lessons and downloads. I’m sure all of this helped work together to make this a really engaging course, would you be able to share a little bit about the game theory that was behind all the gamification that was included in the course? Yeah, of course.

Megan Harrison
So gamification isn’t something that I recently started, like, super interested in and really dissecting why things work. I love psychology in general, but I really like what makes good gamification because there’s a lot of times that people try to just throw on badges or a point system, but without a real strategy backing it. And so, again, like, I like to start from the very beginning, like, what is the goal here? And at the end of the day, the goal still always comes back to get their customers to achieve the results that they want, that you want them to.

Megan Harrison
And then how can you incorporate different elements to make it more likely that that’s actually going to happen? And so the first thing is like the only way that your customers ever have the chance of achieving those results is if they actually implement what it is that they learn. And that’s one of the biggest. I would say struggle or it’s something that you really want to be cognizant about and plan for, it is like your job is a really good cause.

Megan Harrison
Greater to set yourself apart from all the other masses out there is like how can you incorporate as many things as you can to make it more likely that they are going to take action and implement? And so gamification is a great way to do that, along with what I had mentioned here. So I call these acts of is like the action steps and the tools and then stick strategy is how you can incorporate things like quizzes or opportunities to review, retain and reflect on the information that you learned, because that’s when you actually move from the short term superficial learning into more like hard like hard core learning or deep learning or actually changing the behavior the more that you can review information and reflect on it.

Megan Harrison
The much more likely you are to actually retain it on a long term and then the third main component is what I call engagement amplifiers, like how can you increase the likelihood of people engaging and consuming course content? And so going to gamification like that’s one of the pieces of it.

Megan Harrison
So knowing that like, if that’s the purpose the gamification serves, they’re like almost like ethical bribes for getting your customers to do what you want them to do. Of course, like you’re only doing things that are good for them. You’re just helping them get that result. And so the all the games model, the exact same game theory from back when I play like Oregon Trail when I was like six years old, I don’t know why anyone would ever play a game.

Megan Harrison
Like, all you do is you just watch this little. I can’t go down the Oregon Trail and people die if they get some type of random food poisoning or something. I love that game or Yoshi’s Island or Sims was another one that I was thinking about recently. Like, why is that fun? Like, you’re just creating people in a house and then they all have certain similarities. And that’s what it’s called. Game mechanics. I want to kind of put this so because I’m somewhat of like a nerd.

Megan Harrison
I started looking at quarter apps or of that did this really well and then screenshot it. And figure out, like, how are they all incorporating it and make you run up is one that actually I think they do an amazing job. I hate running with a frickin passion, but I recently did a Spartan race, which I so I needed to be able to run. And this was stuff it did work like it was effective for me. So being able.

Megan Harrison
OK, so let me back up for a second. So the game mechanics that are using this, which are going to be the same as like all the other ones I show you, is you have numbers and it points, you have a level system and then you have the ability to unlock bonuses or or awards any to these mechanics. Are you use psychologic are they leverage psychological triggers. So. Leveraging just like human natural tendencies and some of that the need for autonomy than the competition is a huge one.

Megan Harrison
The need for significant achievement, curiosity rewards ownership. And then one that I think is huge is community and connection. And so if you can incorporate social learning or build a community behind your course, you’re going to have a competitive advantage that is insurmountable, like someone everything else being the same. If it was your course and then someone else that was equal.

Megan Harrison
But you have a community along with it, like an actual engaged community and culture. The other people don’t stand a chance. Like it’s just not you’re going to blow them out of the water because this is so still it’s the strongest human either ever that there is. And it’s something that I think is lacking, that people are yearning for even more now than ever. So, I mean, I like the Facebook group I mentioned at the Facebook group. The community behind the Knowledge Business Blueprint is absolutely amazing.

Megan Harrison
Like, I can’t even go into that Facebook group because it’s like a time suck. I so I do. But I have to be cognizant of how long or like put a stopwatch on because I’ll be in there for like hours reading people’s stories and like crying from the support of the community and just like the just the amazing stories.

Megan Harrison
And then two hours later it’s like 3:00 in the morning and I’m going to turn the phone off. But anyway, back that like the way that Nike does, that their level, their version of points is. Miles, so how many miles you run, that’s that’s like the points that keep going up their levels here are based on how many miles that you run. So your yellow level, orange, green, and then they unlock bonuses. And so here I have like the level or what it actually is, the game mechanic and then what psychological trigger it’s using.

So for levels, it’s using competition, significance and achievement badges, unlocking badges. It gives anytime you do that, it’s, again, kind of the need for completion and achievement as well. You get that dopamine shot when you see the badge pop up and then you have the need for completion. Like it irks a lot of people if you have some of these badges are open. And then unlocking bonuses, so this is like the credit system that we incorporated within https://mastermind.com that they could use the credits to unlock bonuses, Nike does the same thing.

Megan Harrison
And then always thinking about also like what are your other revenue streams like that you can incorporate within some of these gamification? And so they do a great job. Nike, this is like really creative. I think you added your shoe to the app and then your shoe you can track how many miles you ran on your shoe and then, oh, it makes it super easy to buy new shoes on this app to imagine that the progress tracking, creating profiles.

Megan Harrison
And then they do an amazing job with the community and like connecting groups of people around. So this is the same for if you book, if you actually pay attention now, you’ll probably be surrounded with you are starting with gamification that you just might not even realize. Like Facebook is probably the best version of it, because it’s like it’s kind of subtle. We’re not even really aware that it’s information, but it is like their level of points is how many friends you have.

Megan Harrison
Or maybe I toss back and forth. I don’t have a point to be more than friends or if it’s how many likes to think that might be better, like how many likes you get on a comment or on Instagram, like how many hearts you get our likes on a post, maybe levels as friends. The other thing about more so, but this is the Audible one that I was telling you earlier, like this is my audible at that time I had one hundred fifty five hours left to go to listen to become a master.

Megan Harrison
I don’t know when I took a screenshot, now I have eight tracks, so their level of points is how many hours are how many hours I’ve been listening to. And then that concerns levels. Then you have your badges. Yeah, it keeps going on and on like that, and so we modeled https://mastermind.com from this as well.

Andrew Pfund
That is cool, and I should mention there’s a video on Megan’s site where she dives into this a little bit more. We’ll include a link below this video where you can check that out.

Megan Harrison
Yep, yeah, I know a lot more detail and I’m going to go all into it, but the other one that I started looking at, which I didn’t realize, dating apps do an amazing job at gamification and using psychological triggers to keep you engaged like their. It was something I didn’t even pay attention to, I mean, I I’ve never used them before, and this is I was looking into it because I read something about the founder.

Megan Harrison
She was a woman. And like, her strategy behind it is really cool. And then I got intrigued, like, why are they using a baseball theme or what does the league mean? And it’s really interesting, like what I highlighted all of this here is. Anything in yellow is showing you the the baseball team, and I think that’s a huge part that makes everything like a brand mean, like come together really well, like your strategy does feel really cohesive.

Megan Harrison
Is everything behind their app. And the same thing goes for courses is if you can have revolved around a theme, it makes it so much more powerful. So their theme is baseball. They call like your score. The league score up up cells are called game changers. When you have a match, it’s called a home run. Use your tickets to increase your odds. There are different levels of membership is like an owner ownership level. And then they have like minor leagues, major leagues, all stars and then owner plans.

Megan Harrison
So is this really cool? How? That’s another thing I pay attention to the themes behind things.

Andrew Pfund
Yeah, gamification really is everywhere around us.

Megan Harrison
Mm hmm. Yep, it definitely is. And so we did the same thing with Mastermind, and I’ve used all of this to kind of help structure the gamification behind. Mastermind Dotcom, and so using the badges, the power moves, unlocking bonuses. All of that comes into play in the actual program that we went through earlier.

Andrew Pfund
Going back to what you had said about creating a sense of community and connection, what do you think course creators or membership site owners can do to create more of a sense of community and connection within their sites?

Megan Harrison
Like the first one is, from everything that I’ve seen, the most effective is private Facebook groups. So unless there’s a real, real, real reason that you can’t be on Facebook and there’s a few clients and in some industries, that it’s more difficult that they can’t because maybe it’s it’s more of a much more corporate and they don’t want people being on Facebook.

But even now, like huge corporate, even they are on Facebook down to just part of it’s so ingrained in every marketing and communication, there’s very few clients that can not have a private Facebook group behind it. And so I think that’s going to be the most powerful because it’s so ingrained and it’s our natural like such a habit to us now that we it’s so easy to interact and engage in comments because you’re you’re in the app anyway. So that would be number one is if you can create a Facebook group to if you can do any type of live office hours or group coaching calls using something like this, like zoom it, although you’re not face to face, that is a it does allow you to build so many so much more rapport and connection and your community members relationship, just being able to see each other like their faces on camera instead of just like a static profile picture, like you actually feel like, you know, people there are people that I have done business with for years that I never met in person.

Megan Harrison
And that’s why I love going to places like traffic and conversion or conferences. And you’ll be talking to them like like, you know, you’ve known each other for years and you’re really good friends. And then you realize this is the first time we actually ever met in person. It’s kind of crazy. And then that would be the third thing if you can incorporate a live event into your your program. So a lot of other big programs do this. Like Jeff offers product launch for formula. Todd Hermann’s I Need a Year, Ryan Levesque’s Ask Method Masterclass.

Megan Harrison
There’s there’s reasons for that. Like one, it allows you to add that as an additional bonus, as a huge value, like perceived and real value to your course is giving a ticket away to that live event. And then now that two thousand dollar price point doesn’t seem that I can do like, oh, at the conference, which is awesome. And then that also like really ingrains and builds that connection. Like everything you’ve done throughout the program, it will never, it will never equate or never be the same as meeting in person.

Megan Harrison
So if you can now and in person opportunity, it’s huge. And then if you do also want to sell anything like you’re up upper level mastermind’s, your premium offers, your coaching programming or certification program lives obviously like the best way to do that. So people can really ask the questions they need to be fully engaged and immersed in the the environment. And aside from that last tip, I can go on forever is that your community and the culture really starts with the leader.

Megan Harrison
And so it as the course creator, you need to be really involved in that community, even at a certain point, and become self-sustaining because there’s a certain number of people in the group and it’s really interactive and people are asking each other questions. But still, it starts like the culture, the foundation of the culture in the community you create. It starts with you as a leader. And so, like Tony and Dean has done an amazing job with that, with the Knowledge Business Blueprint group.

Megan Harrison
Dean goes live, does a Facebook live once a week. His team is in there commenting on everyone’s questions. And then, Tony, like, we’ll do like Tony never does that.

Megan Harrison
Like, I know I’ve followed Tony for like six years. I probably know because it’s like he never does Facebook lives other than in that group. So that’s cool. It’s all the time, but every once in a while and. That’s pretty. Those are my main tips. No, those are all really useful to know. I’m glad you went on line and we’ll be here all day. So if, as I mentioned, we’ll include a link to your other video where you talk a little bit more about the process of how you designed this site and the process of building it, that link will be included below this video.

Andrew Pfund
And then if someone wants to learn more from you and find out more about what you’re doing, where can they go to find that out?

Megan Harrison
Yeah, and my website is probably the easiest, https://megankharrison.com, and then my social media is all the same, like Instagram, I always do like Instagram stories and Facebook stories. So YouTube videos, they’re all, again, like megankharrison. And those are pretty much the main ways that you can get in touch with me.

Andrew Pfund
OK, great. And then I guess lastly, if someone’s interested in hiring you to build their course, what should they know and how can they go ahead and get in touch with you?

Megan Harrison
Yeah. So the main way is that the offers I have for working with creating courses is like hours of genius and specialty is primarily on building the membership platform and site. So when if you’re ready to build a course, we’ll basically wait to show you through this all of the design and development of the platform. And there’s two different levels of it. We have more productize version of it that is at a lower price point. And then this is what I would call more like customize where it starts the base of a project, and then you can add on as much gamification or functionality as you need to.

Megan Harrison
And then from that, we also have Online Courses Academy. So if you want to take my I’d be a hypocrite if I didn’t have my own courses and programs like I’m so adamant about it.

Megan Harrison
I couldn’t not have for myself the Online Courses Academy is my flagship program that teaches you how to create and build and launch a course from beginning to end, something that you wanted to do on your own. And so there is a MemberPress version for people that aren’t using Infusionsoft and then the Memberium version for people that are using Infusionsoft for that phase to the building site. And the lastly, like to get more of the consult my time consulting. That’s when I would do its other just in that Facebook group.

Megan Harrison
So the live office hours, I don’t do one on one consulting anymore like I used to, but I do still provide VIP Strategy Day. So like where I fit out to the dean’s office and we had that full day immersion mapping out the course, or then clients will fly here and we’ll do the same thing here at my office. And so we have one day to get everything out of your head structured so that you can go take that as a game plan with your team and actually know everything you need to be done step by step.

Megan Harrison
And those are pretty much the last thing would be if you are interested in the Knowledge Business Blueprint. I’m a partner for this as well, because why wouldn’t I be? And so if you purchased the program through through my partnership, my link, then you’ll also get access to phase one of my Online Courses Academy, which is seven hundred dollars, phase one of my core. So they go hand in hand, of course creation and Mastermind. So it’s a perfect marriage between two.

Andrew Pfund
And I guess I should say, we’ll include all those links directly below this video, and thanks again for your time. We really appreciate you sharing everything that you did with us today.

Megan Harrison
And thank you so much for having me. I could talk about it forever. I love Memberium like I preach. You guys, I can sing your praises forever, so I’m always happy to connect.

Andrew Pfund
Alright. Thanks again. Bye

Megan Harrison
Bye.


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