The Most Important Question About Your Insurance Agency

Written by John F. Carroll on . Posted in Agency Management, Customer Service, Sales

insurance-agent-motivationAbout 7 months ago I watched a presentation by Simon Sinek that changed my perspective about business forever.

In fact, you wouldn’t be reading this article right now if I hadn’t.

It was my inspiration for starting this blog and a number of other projects over the past 7 months that have grown the awareness of my brand, InsuranceSplash, tremendously.

It’s so rare to come across advice that is so simple and profound at the same time.

I just had to share it with you.

(If the video doesn’t work, CLICK HERE instead.)

Summary of “The Golden Circle” Concept

The majority of individuals, entrepreneurs, and companies orient their ideas, message, and motivation in this order:

  1. What they do.
  2. How they do it.
  3. Why they do it.

It makes sense and occurs naturally because explaining WHAT you do is so much easier than WHY you do it.

Q: What do you do?
A: I sell insurance. EASY :)

Q: Why?
A: Well… because… hmmm… NOT AS EASY :(

insurance-agent-leadership-circleHowever, the most successful leaders convince, sell, and inspire others by orienting their message in the reverse order:

  1. Why I do what I do.
  2. How I do what I do.
  3. What I do.

In the video, Mr. Sinek gives very powerful examples of Apple, the Wright Brothers, and Martin Luther King Jr. to illustrate his concept and explains the biology behind why this approach is so successful.

As Mr. Sinek says:

“People don’t buy WHAT YOU DO. They buy WHY YOU DO IT.”

I believe it.

How The Golden Circle Has Helped Me

I first saw this video about 7 months ago and it affected me very deeply. I thought long and hard about this website,

I forced myself to truly answer the question, “Why?” and after a good amount of “trimming the fat” I ultimately wrote this down:


Sure I know it’s overly simple and probably a bit cheesy. And I’m sure some readers will think it’s bull.

It’s not.

Every business decision I make, every email I send, every new idea I consider is filtered through this WHY STATEMENT and the results for me have been incredible!

Since putting this WHY STATEMENT at the core of my business:

I started the insurance marketing blog you’re reading right now to help insurance agents. In 7 months I’ve written 33 articles that have been viewed over 45,000 times in 114 different countries and have gotten over 550 Facebook likes!

I developed the Facebook Content Dashboard because I was tired of people telling agents to be active on Facebook without giving them any tools to help. So I developed a 100% free dashboard with daily content ideas for insurance agents who are struggling with what to post on Facebook.  It’s been viewed over 16,000 times since!

insurance-agency-fb-adI create “pro-agent” images on Facebook for the insurance agents who follow my Facebook page to share with their Facebook fans. These images have been shared by agents over 700 times, have received over 1,800 likes, and have been seen by over 100,000 Facebook users!

I started a free email newsletter that offers weekly tips for insurance sales and marketing and produced a free e-book about Insurance SEO for anyone that signs up.

I started an insurance marketing podcast to help agents turn non-productive time into an opportunity to learn new marketing and sales techniques. I just started a few weeks ago so I don’t have any exciting numbers yet, but I’ve gotten some really great feedback from agents!

Since I first put “WHY” at the core of my business I’ve gained over 900 Facebook fans and my website traffic has tripled!

And I owe all of these positive effects to placing my priorities in this order:

  1. Why
  2. How
  3. What

If you don’t know WHY you do what you do, how can you expect anyone to want to be a part of it?


Take time right now and answer the WHY question about your agency.

WHY do you turn on the lights, open the doors, turn on your computer and sell insurance all day every day for decades?

  • Write it down.
  • Put it in your email signature, your website, your social media profiles, your business cards.
  • Filter every business decision you make through your WHY STATEMENT.
  • Tell every client and every prospect WHY you’re in business.
  • Get your staff on board with WHY you’re in business or hire a staff that will.
  • Get a tattoo that says it. ;)

I promise you, if you take this message to heart you will see amazing benefits.

I have.

And if you think this approach will help you and can help other agents like you, please click the like button so more of them will see it.

I hope this article is going to help you be more successful.

That’s WHY I wrote it.


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John F. Carroll

John F. Carroll is the founder and CEO of InsuranceSplash. For years, John has consulted insurance agencies with internet marketing and sales strategy and he is dedicated to making insurance marketing easy and effective for all insurance agents. If you're an agent, connect with John on LinkedIn, he wants to connect with you!

Comments (2)

  • Mark



    Congrats with all your success. I have shared your Facebook idea post with many of the agents I work with.


    • John F. Carroll


      Thanks Mark,
      Just had a chance to check out your site over at and I like what you’re doing. Looking forward to reading much more!


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