The Power of "Us"

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At Q4intelligence, we select an annual theme. Since our launch in 2009, we've used these themes to keep us focused and motivated. This post unveils our 2025 theme and a call to action for our amazing industry. 

Most of our themes live on well beyond the change of the calendar; we still feel their influence on the way we operate and run our business as they work their way into our organizational DNA.  

One of our earliest themes, "Fill Gaps and Take Away Excuses," has become a mantra that describes our commitment to delivering what our clients need. Other themes, like "Get Shit Done," attach themselves to our identity and brand. Yet others, "Simplify" and "Intentional vs. Accidental," for example, stay at the forefront of our consciousness and drive our daily mindset and approach.

The themes tend to find us 

We don't choose our theme and then plan around it—quite the opposite. The theme always seems to present itself, and there may be no clearer example of that than this year's theme.  

As we think back on recent books and documentaries we've consumed together as a Q4i team, review adjustments we've made to the client experience we deliver, and reflect on the need for a return to more connected times, this year's theme seemed to be sitting there patiently waiting for our recognition. It's as though it told us, "I knew you'd find me." 

Our 2025 theme is Community.

This year's theme may be the most important theme we've ever rallied around. It may not be as edgy as other themes, but for us, it may be our most inspiring yet. The more we have discussed the theme as a team, the more significant it has become. 

We're less engaged 

Whether it be social, religious, networking, athletics, or shared-hobby groups, most of us have felt a profound loss of community in our personal lives and businesses. This loss can't be traced to a singular source; fingers can be pointed at the pandemic, social media, and decades-long trend lines, to name a few. 

Understanding the reasons for this unfortunate trend is much less important than facing the harsh reality of the toll it has taken. We tend to feel more isolated and less confident, and everything seems more difficult. 

The negative reality of a reduced sense of community has done a number on us individually and as a society. But it is COMPLETELY within your control to engage or re-engage in whatever communities are right for you. 

The documentary "Join or Die" (based on the book Bowling Alone) shared that by simply joining one group, an individual's chances of dying in the next year drop by 50%. These resources are based on a study that also shows geopolitical areas with the highest percentage of club participation among their citizens are the most productive and successful. 

You too 

While the studies focused on geopolitical structures, the factors that drive their success can apply in countless other areas, including our industry as a whole and our individual businesses. 

We are going to focus our theme efforts this year on three communities that are nested within one another, becoming smaller and more intimate:  

1. The benefits industry as a whole,  
2. the broad Goose (Q4i) community,  
3. and the PAR cohorts that exist within Goose. 

The benefits industry 

I have spent my entire career in this industry, so I'm admittedly biased. However (with no disrespect to attorneys, CPAs, or bankers), when working collaboratively and strategically in the manner our clients need, our collective industry represents the most important advisor business owners have on their side. 

Think about the impact this industry has on organizations. You impact your clients strategically, operationally, and financially, and because of your connection to their employees and dependents, you also impact them emotionally. 

However, nobody delivers this type of impact alone. It takes a community of advisors, solution providers, administrators, and healthcare professionals working together in unison. We must work together as a community to impact our collective clients, and we must work together as a community to set and influence legislation that can help fix a broken system. 

Again, admitting bias here as I sit on its Board of Trustees, but if you're not an active, engaged member of the National Association of Benefits and Insurance Professionals (NABIP), you need to be. I know of no other organization that has created an industry-wide community like exists with NABIP.  

Goose 

Goose is our member community of like-minded benefits professionals. Agencies join Goose because they want to take control of their growth trajectory and reach their potential. They understand that while other Goose members may have slightly different goals, the challenges they face are similar. 

Goose members find the community to be a safe space that allows them to be vulnerable and share their fears, vulnerabilities, and even failures. They also find the community to be an open, collaborative space where resources, ideas, and discussions are shared for the collective benefit of all community members.  

You'd be shocked, or maybe not, at how many agency owners, leaders, and producers suffer from imposter syndrome. You'd also be shocked at how quickly that feeling fades when you find your supportive community, such as Goose. 

Here are a few other examples of the benefits of this type of community: 

• Shared knowledge and expertise 
• Networking and collaboration opportunities 
• Problem-solving and innovation 
• Support during challenges 
• Growth through accountability 
• Personal development 
• Support and resilience 
• Access to opportunities 

As in any community, the more you give, the more you get. Goose is no exception; our most engaged and active members receive a disproportionate amount of the value the community has to offer. 

PAR cohorts 

Multiple PAR cohorts exist within the broader Goose community. They are groups of 8 – 12 individuals whose roles within their agencies are similar. For example, PAR cohorts exist for service teams, leadership, and both rookie and veteran producers. These communities within a community are game changers for the participants.  

Each cohort is led by a coach, but the coach's primary role is to facilitate the conversations and ensure active participation from everyone. The virtual calls focus on setting goals, discussing challenges, sharing successes, committing to actions, and a respectful and healthy level of peer accountability. 

I liken our PAR groups to participating in group workout classes. I am disciplined enough to get myself into the gym for individual workouts. However, I rarely miss a workout when I'm involved in a class. I feel bad if I'm not there to support my workout friends, and I don't want to be conspicuous in my absence. Not only do I get there more often when I'm working out alongside friends, but the workouts are more intense and more fun. 

Increased frequency + increased intensity + increased fun = Unparallelled results 

This formula holds true in any small-group community in which you participate, including those that support your professional development and business growth. 

Now, our call to action 

Find the industry's various communities (professional groups, associations, and networking groups) that align with your goals. Most importantly, become an active participant, engaging consistently and offering support to others.  

As important as the benefits you will receive are, approach your participation with a more altruistic mindset. When your community gets stronger, you get stronger.