high.

Come on, Micah.

You haven't figured it out by now.

No, if you, if you walk into the meeting with the right mindset, which is I'm here to add value.

I'm here to make my value proposition clear.

And regardless of what happens, I get to meet another human today.

And if you can keep that mindset throughout, and then when that time comes where this guy's like, I'm not signing anything.

So, Can you talk about that a little bit?

So walk

us through, walk us through these three principles and why are they in that order? Great question.

Cause the sequence does matter.

Um, Value creates clarity.

Vulnerability expands and tests that psychological safety that exists.

And then validation is what actually creates direction.

Because we are trying to, in sequence, go clarity, safety, and direction.

You know, what are some of the biggest mistakes? Before you read an excerpt, what are some of the biggest mistakes producers believe when it comes to chasing business? Why do you think elite producers are often more magnetic producers? than a lot of producers who are just out chasing business but going nowhere? I think

I know he's a little crazy, but I'd love to enj- get this..." Like, how do you start to develop this skill, this, this idea of detaching? 'Cause it, I think it feels so foreign, particularly to ambitious people.

I was just gonna say that.

It's the hardest for high performers because, um, we've been able to grind and get outcomes.

We've been able to outwork other people and get outcomes.

We've been able to do a lot of that stuff.

And so when you can't, it really, uh, is difficult.

And I'll share with you, you just ta- talked about the whole thesis of the book.

You know, it's so much valuable in that way because now you can adjust to every situation versus I have to find this right situation to put this right process in, right? Is that, is that kinda the idea behind this, is this becomes a more universal way of operating versus just a, you know, if I wanna sell this widget, here's the system and the set of questions?

What are the loopholes in insurance and on the lending side that as an operator, I should know?

I think first and foremost, an operator shouldn't need or want to be a professional in insurance.

So make sure that you're using a broker team that specializes specifically to your business, because how do you expect to gain that alignment with a generalist or someone that is for everybody? So I would say first and foremost, select a broker team that you align with that has the expertise.

And then secondly, I would absolutely challenge the broker team and say, are we aligned? Do you understand what I want? Do you understand that this is actually what I value? Because if the owner doesn't tell the broker what they value, the broker is just going to focus on price.

Right.

And so it's about understanding what each other value.

I'll give you an example.

Remember you were telling me how your dad kind of inspired you to write this book.

So give us a little snapshot of you, insurance, and who your perfect client avatar

is that you can help the most.

Yeah.

My ideal client is somebody with 1,000 doors and they're in growth mode.

And we define growth mode as someone that's adding between 300 and 2,000 units a year.

I started selling commercial insurance at age 22. dropped out of community college and had no plan B.

And I started cold calling, hustling.

Okay.

I'm curious if you have a –

Well, I don't know everything, and I love this question.

So let's go deep a little bit here.

You said something about they have my best interests.

Yes, we're an AI world.

I don't ask for people's copies of their policy because I just say, throw it in chat.

I don't care.

So anyway, the point is I think to your exact point, somebody that can detach from the outcome but also know that you're going to provide value regardless, that person is going to think, of you in future situations every time and even if they don't you still put your message out there so that's fine too i want to talk about your book um because your book isn't like insurance related if i'm not mistaken it's more business right so you have a book coming out it's and people that are listening this is probably not gonna be out for a couple months but we can you know we can plug it a little bit you tell me about your book and like the idea to to write it