Ryan Hanley

A massive move to digital media, digital education.

Consumers who were sitting at home on YouTube learning everything they could about anything they were interested in were also searching for topics related to our business, which was insurance.

We wanted to be there for them.

So we went full force into educational YouTube videos on commercial insurance products.

It was thrilling, let me tell you.

But it's what we sold.

And not all of them were sales videos, not pitch videos, educational videos where we weren't trying to sell our customers.

We were trying to help them solve a problem.

They watched the videos, they got educated, and if they want, they could solve that problem on their own because they now understood their options.

And by the time they called us, they were already sold.

All we had to do was connect their problem to the right product.

This was wholly different from the way the rest of the insurance industry operated.

Was I braver than every other insurance agency owner in America?

No, it had nothing to do with bravery.

Was I smarter?

Certainly not.

Was I operating from my easy mode?

Was I creating?

Was I educating?

Was I building frameworks and systems while everyone else was operating from fear, trying to wedge analog into digital?