Andy NearyI help insurance professionals turn brand awareness into business growth.

20-60-20 Rule: 20% of Your Prospects Will Never Like You

21 May 2026 · 2 min

Watch on YouTube

2:11

In this solo talk, Andy Neary introduces the 20‑60‑20 framework for audience segmentation: 20 % of any audience already love you, 20 % will never be won over, and the remaining 60 % are undecided. He argues that the key to growth for creators, advisors, and consultants is to focus on the 60 % by becoming a “one‑of‑one” brand that stands out, rather than trying to please the 20 % who are unreachable. Neary links the framework to political elections, emphasizing that winning the undecided is how victories are achieved. He addresses the common fear of exposing one’s ideas on platforms like LinkedIn, urging professionals to share valuable knowledge openly, accept that some prospects will never engage, and stop letting fear of criticism dictate their strategy. The talk concludes with a call to adopt a distinctive personal brand and to serve the undecided majority.

Chapters

When I walk into a room to speak, in any given room I walk into, there's gonna be 20% of people in that room that already love me. Maybe they follow me on LinkedIn, they've been following me for years, or maybe they already know me. Heck, maybe they're already a client. 20% of the room loves me, so no matter what I say or do on stage, they're all in. However, 20% of that room is going to be a group of people who will never follow me no matter what I say or do on that stage. For some reason, they don't resonate with me. Maybe they don't like me. Heck, maybe it's my man bun. I don't know. There's just something that gets them to say, "I don't like this guy. I don't care what he says, what he does, I'm not listening or following." And that applies to any room you walk in. But there's 60% of that room that is undecided. And your job is to build a brand to become a one of one that makes that 60% decide whether or not they like you or not. This is how elections in politics are won. 20% are gonna vote one way, 20% always gonna vote another, and then there's 60 who are undecided. You gotta win the undecided. This is what it means to build a one of one. In your market right now, you've got 20% of the people who love you. They include clients. No matter what you do, they're always going to love you. There's 20% of your prospects who will never come up, never hire you. They're never hiring you. But there's 60% that are undecided. This is the place you need to win. And looking like everybody else, you're not going to win. But the fear, the judgment, and the comparison comes from the fact you're trying to get those 20% who will never come on board to come on board. You gotta let go of that. This is why you're afraid to put yourself out there on LinkedIn. You're afraid there are people who aren't going to like you. Newsflash: there are. But those are the people who are never going to hire you anyways. This is why advisors flinch when I tell them, you got to give a good— you got to share the good stuff today. You got to teach everything you know. The reason they're so afraid to do that is they fear that some of their prospects are going to take their information and give it to the broker. They are, but that's the 20% you're never going to win over. Let it go. You have 60% of your prospects right now who are undecided about you. You've got to win them over. How? Become a one-on-one.