Hope is Not a Strategy

February 27, 2019 Becky Schroeder

bUSINESS meeting

 

“Hope” is the thing with feathers -

That perches in the soul –

And sings the tune without the words –

And never stops – at all –

I like this poem. It talks of hope as something within us. A constant source of inspiration even during difficult times. Which is true. Hope can motivate and encourage us.

But, no offense to the great Emily Dickinson, hope alone is not enough to meet our business goals.

Hope is Not a Strategy

When it comes to business, hope is not a strategy.

(Actually, this is also an adage used in the military, usually in relation to national security.)

The effect of hope is limited. It is not going to help you meet your goal or effect necessary change.

Hope can ignore facts and data. It can promote delusional thinking that everything is okay, when it is not. It can minimize past lessons and make it difficult to make a smart decision.

So, what do you do then?

Make a plan. Because action is far more important than words.

What are you trying to achieve this year in your insurance agency? Do you need to implement new, better technology that is more suited to your agency’s needs, like a comparative rater or agency management system? Do you need to focus on your online marketing strategy or build a new insurance agency website? Do you need to document your processes, so you can hold your team accountable to their goals? Do you need to improve your sales or customer service?

What can you do right now to make the progress needed to meet your goal? What steps do you need to take tomorrow? Next week? Next month?

Making a plan and then holding yourself accountable to it is far more valuable than an idea. Without a plan, without action, hope is ineffective.

More Than Hope

Success doesn’t come from hope. You have to focus on what you can control. And, then do it. Do the work. Put in the blood, sweat, and tears that are sometimes necessary.

You want to know the secret to success? Hard work. Determination. Grit. Persistence.

Don’t get me wrong. Hope does play a role in keeping us motivated, especially when it gets hard. But, you need more than hope to have a successful insurance agency.

If you want to better your agency, have hope. But, also have a plan and, above all, do the work.

About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for facilitating ITC’s growth through sales and marketing and driving the overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and driving the overall company marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.

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