My son’s basketball team was playing the dreaded crosstown rivals, the Lancers. While his team was a rapidly improving team, they had never beaten the Lancers and were visibly nervous. Clearly they were intimidated.  The coach pulled them aside right before the game and yelled, “Do you WANT to win?!” They screamed, “Yes!!” Then they promptly went out, played terrible and got slaughtered. I believe the coach asked the wrong question.

Let me put it this way. As an agency, do you WANT double digit organic growth this year? Of course you do. But that is not the question that will affect the results. The real question is do you EXPECT double-digit, organic growth? If the answer is no, then I can pretty much guarantee it will not happen.

Expectation is a powerful motivator, especially in today’s times. I see it firsthand in talking with brokers. If you EXPECT Health Care Reform will destroy your agency, it will. If you EXPECT that this will open opportunity the likes this industry has never seen before, then it will for you. If you believe the soft P&C market represents no opportunity, then it won’t. If you EXPECT that strong marketing and positioning will differentiate you to grow your book even in these hard times, then you will succeed. In other words, what you expect will happen, will happen.

Right now firms are adapting. It is no longer the industry may change. It has changed and the rules are yet to be written. Organic growth is critical and the old answers to get there are not working. Yet the firms that expect to do well are rapidly adapting and creating opportunities. They are creating a sales culture. They are using innovative technologies. They are investing in their people. And the list goes on.

An indicator of how you feel can be seen in your actions. Have you spent any time whatsoever in the last six months retooling your presentation? What about your story? If you are using the same material and thoughts as you were six months ago, you might want to start thinking about what people are expecting from you.

Back to my son’s game. The team had the ability to win, but they were too intimidated and really didn’t expect to win. The result was a foregone conclusion. So, my question to you and your agency is, do you expect to win? If so, get excited and start making the changes to make it happen.