Two of the most important aspects of any business are the reason it exists in the first place and what it does to fulfill that purpose/mission. As a coaching and marketing business that works daily to help agencies find clarity in these key messages, we know we need to be completely dialed into these messages ourselves.

Here's the story of who we serve, why we're so dedicated to these clients, and some insight into how we go about guiding them to improved results.

Our story is inspired by reading "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by Donald Miller.

If you don't have similar clarity about your own business and those you serve, you need to get to work finding it.

The Q4i story

We exist to support independent insurance agencies, largely because we are inspired by the support they provide to so many others. Specifically, we serve those agencies with a significant benefits presence, strong leadership, a genuine desire to transform, and a willingness to work hard.  

Those agencies aren’t asking for much, simply predictable and profitable growth. Unfortunately, they are frustrated at every turn because of the lack of a clear path imposed on them by unprecedented change in the industry. 

All of a sudden, they are faced with the possibility of becoming irrelevant in this changing environment. This possibility takes its toll and has many paralyzed by a lack of confidence that stems from the terrifying recognition, “I don’t know how to move forward.” 

Perhaps the scariest thing of all for these agency owners is the possibility that they won’t be able to effectively serve the multitude of people who have come to depend on their guidance – their clients, their clients’ employees, their own employees, their employees’ dependents, and even themselves and their own family. 

As a small business ourselves, we understand the burden of the weight they carry and the difficulties they face. We know the challenges are real and understand the frustration they feel when there is nowhere to turn to for help.  

We’ve sat in their seats and led our own agencies through successful transformations. Since then, we’ve led hundreds of other agencies through their own transformation. We’ve created a network of those agencies to help us even more effectively ensure the next successful journey. 

As we meet these heroes along the pathways of our respective journeys, we will make each next step obvious and non-threatening as we make a mutual decision of whether or not working together makes sense. 

  1. Self-assessment to better understand their own situation 
  2. Call to discuss results and goals to identify gaps to be filled 
  3. Plan of improvement to ensure those gaps are, in fact, filled effectively 
  4. Commitment from them that they are willing to do what’s necessary to meet the needs of those they serve 

Of course, for those that working together does make sense, in a real way, the commitment is just the beginning. Post-commitment, we will continue to shine a light on each subsequent step and be there with them along the way to a more successful future. 

  1. Introduction to their team so they better understand the destination 
  2. Set the improvement cadence to ensure the timing is manageable 
  3. Installation of our Growth Platform to ensure all areas of agency operations are aligned 
  4. Track progress and adjust  

We understand their challenges, and we understand their fears. We’ve experienced those fears ourselves and take responsibility to help them slay those same beasts. We are sensitive to that little voice filling their heads with self-doubt. 

  • Many fear that their team won’t buy in, but we’ll be there to meet them where they are. 
  • Some fear that they won’t execute. For them, the accountability we bring is usually all it takes. 
  • Sometimes they won’t have the time they’d like to commit. When that’s the case, we will flex the pace and cadence.  
  • The most honest will share their worry that it’s simply too hard. Sure, it can be difficult, but we’ve already done the heaviest of the lifting. 

We know change is rarely easy and that most won’t embrace the pain of change until the pain of not changing becomes greater. The industry has reached that tipping point.  

Agencies that don’t change face a predictable path. 

  • They are seeing profit margins shrink to dangerously low levels. 
  • They are facing a loss of clients and revenue. 
  • They are facing a loss of respect among clients, prospects, and partners. 
  • They are becoming increasingly irrelevant, leading to the point of business failure or, at the very least, loss of independence. 

But, for those agencies who do embrace change, their results and their future have never been brighter. 

  • They have left their uncertain past behind and now enjoy the benefits of a ridiculous competitive advantage. 
  • They don’t have to face insecurity and confusion any longer but now find themselves to be confident, secure, and even bold. 
  • They no longer show up each day to struggle in a reactive, repetitive, and tactical existence. Instead, their daily routine is fueled by inspiration, energy, and creativity. 
  • They are no longer viewed as a vendor operating in a subordinate role to their clients; instead, they have become the most important and sought-after advisor in the business lives of those same clients. 

Our one-liner 

The book emphasizes the need for everyone on your team to effectivelyconsistently, and succinctly describe why your buyer needs to be working with you – they call it a “one-liner. Here’s ours. 

Independent insurance agencies are struggling to both remain relevant in today’s changing environment and to meet the increasingly complex needs of those who depend on their guidance. Our business-improvement program provides the framework to help agencies become the most significant and influential partner their clients have. 

Your turn 

After taking ourselves through this exercise and experiencing the insight and confidence that comes with clarity of message, we can’t encourage you enough to take yourself through the same exercise. But, if it feels a bit intimidating or you’re just not sure how to get started, let us know. We can help get you there.   


Defining Your Business Brand 

Photo by Andrey Kiselev