Focus on circumstances, operations and humanity
The best agency owners don’t sit back and complain about what’s out
of their control. They look for opportunities, even in the toughest circumstances.
By Carolyn Smith, APR, TRA
Let’s kick off the new year with something transformative for your agency—not just working harder but working smarter. In The Wealthy Franchisee, Scott Greenberg reveals how some business owners skyrocket to success while others barely get by. It’s not luck or location—it’s a formula.
Greenberg asks: How do some insurance agencies thrive in the same market conditions where others struggle? The answer? It’s a formula: C + O + H = R (Circumstances + Operations + Humanity = Results).
These three levers—circumstances, operations, and humanity—determine your agency’s success.
Circumstances don’t matter (but your response does)
Everyone faces the tough market, unpredictable economy, and fierce competition. But if your agency isn’t performing, it’s not about circumstances—it’s about how you respond, prioritize, and adapt to challenges.
Think about the insurance agency owner who blames revenue pressure on lost Policies in Force (PIF) due to premium increases. Every agency across the country is dealing with this to varying degrees based on the mix of business in their client base. Excuses are easy, whether it is a competitor who has more market access, changing legislation and regulations, or clients who just “don’t get it.”
As an agency owner or manager, you can’t control the economy and government legislators, or regulators who don’t understand how interconnected changes made at the state level affect your clients’ operations and responding carrier premiums. What you can control is the knowledge and strategy necessary to manage these challenges and communicate them to your clients.
The best agency owners don’t sit back and complain about what’s out of their control. They look for opportunities, even in the toughest circumstances. And when you own your situation—good or bad—you become the solution. Not the victim.
Take Lakeside Insurance, a BIGN member in Colorado, as an example. Operating in a wildfire-prone region, the old property placement approach of “set it and forget it” died a few years ago. Much of Lakeside’s competition has been slow to adapt or does not have the trained account management staff to handle the increased complexity of their workloads.
To meet the new dynamic, the Lakeside team crafts innovative market solutions utilizing tailored strategies including parametric and bespoke single peril deductible and other modeling of risk transfer solutions to manage clients’ individual risk profiles, attract market capacity, and mitigate premium increases. This, paired with hyper-communication, ensures that when disasters hit, clients understand how their insurance policies will respond.
Client-focused coverage discussions pre-claim are critical to avoid surprises or unplanned financial loss. Lakeside’s approach has led to increased retention and higher levels of new business.
Michael McCarron, owner of Lakeside and an advocate for state and federal legislation addressing wildfires, explains, “There is no debate that forests throughout the Western U.S. are staying drier longer, which has created much longer wildfire seasons with more aggressive fire behavior than we have seen in my career.
“We need to take real action to protect our communities through smart forest management from our state and federal partners, including grants for private property owners to help mitigate the threat of fire to their properties.
“It’s not just about reacting to or feeling victimized by disasters—it’s about preparing for them. That’s why advocating for stronger wildfire protection and investing in smarter insurance strategies are critical. We must get ahead of these challenges if we want to protect businesses, properties, and livelihoods.”
As McCarron says, your agency needs to address the specific risks and exposures your clients face in your region. Whether it’s wildfires, employee issues, or shifting market demands, you need to be proactive about managing and transferring those risks with them. This isn’t about dodging challenges—it’s about flipping them into opportunities to better serve your clients. That’s how you don’t just survive but thrive.
Circumstances aren’t excuses; they’re opportunities in disguise.
Operations: Doing the work is not enough
Many agency owners think that success comes down to how hard you work. It doesn’t. You can hustle 24/7 and still barely scrape by if you’re not executing the right way.
Sure, you have your systems and a process to deliver the best coverage solutions, your CRM, and your client onboarding procedure. But guess what? So does everyone else.
If you’re doing what every other agency is doing, you’re just another face in the crowd. The difference between the top agencies and everyone else isn’t that they’re working harder. It’s that they’re working smarter. They’re optimizing every single system, from lead generation to customer service, and getting better results because of it.
Their secret? Streamlined meetings, strong communication, and operational support that’s fully aligned with business objectives. That’s how you get ahead.
EM Ford, a BIGN member, is a perfect example of getting it right. They’ve mastered the art of executing with precision. EM Ford doesn’t just talk about strategy; they implement it with purpose. Brittany Cottoner, director of agency operations, is laser-focused on performance, efficiency, and profitability.
She says, “My role is to align our agency with strategic goals that drive client value. Effective planning, focused implementation, and continuous improvement keep us agile, while accountability at every level builds trust and ensures our success.”
Systems don’t make you successful. How you run those systems does. It’s time to stop going through the motions and start focusing on execution. Better execution equals better results.
Humanity: The ultimate differentiator
Here’s where most people fail: humanity. This isn’t just about processes and systems. At the end of the day, the difference between an average insurance agency and an extraordinary one comes down to people.
Let’s talk about your clients. They don’t care about your policies. They care about what those policies mean for their lives. They want to feel safe, secure, and understood.
When it comes to tapping into humanity, BIGN member Ollis/Akers/Arney leads by example. Take Myleah Shrimpton, for example: She doesn’t just handle claims; she cares deeply about each client interaction. Her work goes beyond processing paperwork—it’s about making clients feel understood, supported, and empowered, even during life’s most challenging moments. She’s not only there to resolve claims but to advocate for her clients, working toward improved legislation and providing peace of mind.
Ollis/Akers/Arney demonstrates that putting people first is a core value. Their annual wellness fair, held for the past 17 years, brings health and wellness resources and education to the entire community. It demonstrates their commitment to helping people thrive, showing that they care about clients, employees, and the community alike. This is a business where profits matter, but people matter more.
And speaking of people, Ollis/Akers/Arney also knows the power of a motivated team. They’ve made employee engagement a strategic focus, earning them the number one spot in Springfield, Missouri, for two years straight with a standout low turnover rate. A high-performing agency begins with high-performing people, and they don’t just set expectations—they inspire their team through a culture that values and engages them every step of the way.
Do you want a high-performing agency? You need a high-performing team. Invest in your people. Motivate them. Inspire them. Because when your team is fully engaged, they’ll go above and beyond for your clients. And that’s what leads to extraordinary results.
Steps to implementing the formula
So, how do you implement the C + O + H = R formula in your agency? It’s simple: focus on the three levers:
- Circumstances. Stop blaming external factors like market conditions or regulations. Own them. Identify what’s within your control and create a strategy to address it. Review the risks your clients face and craft solutions that not only meet but anticipate those challenges. The key here is proactive management. The sooner you adapt, the sooner you’ll turn obstacles into opportunities.
- Operations. Take a hard look at your systems and processes. Are they optimized, or are you just going through the motions? Start improving your workflow immediately. Focus on things that give you an edge—whether it’s how you handle claims, manage your team, or communicate with your clients.
- Humanity. This is the game-changer. Clients don’t care about your policies—they care about the outcomes those policies deliver for their lives. Tap into that emotional connection. And don’t forget about your team. A motivated, high-performing team is critical for success. Engage, inspire, and invest in your people.
Bringing it all together
Remember, most agencies stay average because they focus on what they can’t control. They blame their circumstances, follow the same tired systems, and ignore the emotional side of the business. The agencies that thrive own their circumstances, optimize their operations, and master the human element.
You have a choice. You can keep doing what you’re doing and hope for different results, or you can step up, take ownership, and start operating at a higher level.
Stop playing small. Start thinking bigger. And watch your agency go from average to extraordinary.
The author
Carolyn Smith, APR, TRA, chief training officer for Beyond Insurance, creates and delivers transformative programs, including the Trusted Risk Advisor certification, BIGN Producer Boot Camp, and Quest for Success, that have positively impacted the lives and careers of countless professionals. These programs help industry professionals build a career that they love and achieve the success they deserve.
