What are your three words?

What three words do you own?

Before insurance, I spent years in the grocery business. One lesson stuck with me: you can’t be everything to everyone. You find two or three things you will OWN in your market, and you make sure every customer feels them.

When I built my agency, we landed on Work Ethic, Caring, and Knowledge. My team could already claim the first two. Knowledge we didn’t have yet, so we built a habit around it: everyone learns five things a day until it’s true.

So here’s the question. If you asked ten of your customers to describe your office in three words, what would they say? Would those words match the ones you’d pick?

If they don’t match, that gap is your next project.