Think of yourself like a media company who happens to sell insurance.

Is trust fundamental to your business? Like, if the answer is yes, well, then it's all psychology, right? Most known and trusted agent in your market. You can't do what everybody else is doing. You can't say what everybody else is saying. You got to do something different, and now's your time to do it. One thing I like to tell folks is you got to see yourself as a media company. It's like you're a media company that happens to sell insurance. Amen. You're not an insurance company that. That happens to do a little bit of media. And I was like, people are like, I don't know about. No, no, no, no, no. I'm really, really serious about that. It's like.

My whole world change when we went from just being a swimming pool company. People say, what do you do, Marcus? And I do pools to the point where say, what do you do, Marcus? This company, River Pools, it's like, oh, that's a media company. We transform people's backyards. We do it through swimming pools. Right? You see, it's a completely different shift.