Executive TLDR
The business model works when you recruit and develop leaders.
Long-term wealth comes from helping others become Regional Vice Presidents.
You cannot control who succeeds — you must put people into the system.
Success is simple disciplines repeated daily.
Protect your mindset from negativity at all costs.
Coachability means being willing to be uncomfortable and challenged.
If you want to grow, you must be willing to change.
Video Summary
Roy Lipson shares his journey from earning $150,000 a year as an attorney to discovering a scalable income model through recruiting and developing leaders. What caught his attention wasn’t just personal income—it was the ability to build long-term residual income by helping others become Regional Vice Presidents. The concept that each developed leader could create ongoing income shifted his thinking from linear earnings to leveraged wealth.
He emphasizes that success in the business is not about deciding who will succeed. You simply put people into the system and allow them to choose their level of commitment. Duplication and leadership development are the core drivers.
Roy explains that success is built on simple disciplines practiced daily: self-improvement, positive thinking, consistency, and mental protection. He is intentional about avoiding negativity, stating that leaders cannot function effectively if they allow negative input to dominate their thinking.
The centerpiece of his message is coachability. Being coachable means more than saying you are open—it means being willing to hear things that challenge your ego, stretch your comfort zone, and make you uncomfortable. Growth requires humility and change. Even with education and prior success, he had to learn to stop overthinking and follow the system.
His message is direct: the opportunity is open, the system works, and coaches want you to win. But results depend on your willingness to be coached, disciplined, and consistent.
FAQs
What does coachability really mean?
It means being fully willing to accept feedback, even when it challenges your ego, pride, or comfort zone.
Why is mindset protection important?
Negative input weakens focus and leadership effectiveness. Protecting your thoughts maintains clarity and performance.
How does long-term income grow in the business?
By recruiting and developing leaders who promote to Regional Vice President, creating leveraged, recurring income.
Can education replace coachability?
No. Prior education or intelligence does not replace the need to follow a proven system and accept coaching.
What is the foundation of success according to Roy?
Simple daily disciplines, consistency, positive thinking, and a willingness to change.
Glossary
Coachability – The willingness to accept guidance, feedback, and correction without ego resistance.
Duplication – A system where leaders teach others to replicate the same activity and development model.
Regional Vice President – A senior leadership position achieved by building and developing a producing team.
Residual Income – Ongoing income generated from the continued production of developed leaders.
Mindset Protection – Intentionally guarding thoughts and environment to eliminate negative influence.
Transcription:
So I’m listening to Keith and, you know, introduce me. And I was thinking about this. I had tears in my eyes because he closed the meeting, and he was making $150,000 a year in Primerica at that time. And I was making $150,000 a year as an attorney. And they talked about becoming a regional vice president. And the average vice president makes over $100,000 a year. And that was really not of interest to me. But they said you have a contract to recruit and enroll people for Primerica, and you get paid on their efforts, and you could recruit and enroll as many people as you want to, John.
Each time you find somebody who goes out and becomes a regional vice president, the average vice president making 100,000 a year, you’re going to get paid over $50,000 a year, every year, for the rest of your life. And I was like, are you effing kidding me? Like, is this real? And. And the truth of the matter is, it’s real, you know, And I’m looking around the room, and I just. I have just an incredible amount of gratitude, you know, And I was listening to Bernard talk earlier, and I’m really freaking fired up about what he was talking about. But I don’t want to give you a history lesson, but I do want you to know if you do what you’re hearing here, it’s worth it, and it’ll work, and you’ll be free, and you’ll have a life beyond your wildest dreams.
You know, I see Lou Vitale over there, and helped so many of us. And, you know, Ann and I had an opportunity to, you know, we spent the day with him yesterday, him and Kathleen. We went out to dinner. We stayed over, and we took a ride up here. You know, yesterday, John Pacone, John and Cindy went over $700,000 of income as regional vice presidents. They haven’t promoted a vice president yet. You can’t even imagine what’s going to happen because it’s. It’s. But, you know, and I can’t thank what Jason did. I was telling him a minute ago that presentation numbers and how it works and the visual of the blue balls, huh? You must be married. But, you know, all that stuff. But the way it works is the way it works.
And I’m just like, I’m thankful that I found some people, but that’s really all this is. It’s finding people. You can’t decide what color ball they’re going to be, okay? They’re going to decide that. You got to start Putting people into the system. I mean, it’s as simple as that. I thought that. I mean, you know, I’m excited. Like, I see Ira McSweeney here as a regional vice president. He was my postman and I met his guy, Joe say, okay. And I’m fired up to meet the guy. I’ve never. We’ve seen him, Ray and I, Carol, we’ve seen him on a zoom on Saturdays every once in a while. But he’s fired up about building a business and he wants to go do something special with his life for his family. And being here has a chance to change his life.
And I see Blake over there, like, Keith didn’t just change his life, he changed his family’s life that he didn’t know when he came. He didn’t have a family when he came in. I mean, I mean, kids and a wife. I mean, he had a family, but not, you know what I’m talking about. And I’m thinking about the discipline and the consistency. You know, success is a few simple disciplines practiced and repeated daily. I needed, when I came in here, I needed to be consistent in my self improvement. I needed to start believing. I needed to start thinking positively. I need to protect my brain every single day. And I still do. Wherever I am, if somebody comes to me and they want to start talking to me about something negative, I politely excuse myself. I have no room for negativity.
I can’t process it. I can’t do what I need to do and be an effective leader. If I’m thinking about crap, by the way, I don’t think anybody in this room can do it either. How protective are you of what you’re thinking about? You know, I look at, you know, Ray and Carol Costello, their son Matthew. Where’s Matthew? Where’s Matthew Costello? All right, that young man, let me. Here’s the deal. Coachability. You hear the word coachability, you hear it thrown around all the time. Okay? What the hell does that mean? Oh, coach, I’m coachable. Are you absolutely 100% willing to be coached? If you are, some of the things you’re going to hear are going to offend you or hurt your pride or hurt your ego or make you feel bad or challenge you or stretch you or make you afraid?
Is that all we have to do to become successful? Like, are you willing to be afraid? Are you willing to put yourself in a position where you’re uncomfortable? Like, who’s going to laugh at you? What are they going to think of me? All that willingness to be coached I was thinking about that the other night because were having a conversation, him and I. People that are willing to be coached are going to become absolutely, incredibly huge in this business. And I’m thankful. I’m thankful that I hated what I was doing enough. So I came in here and was willing to be coached in all areas. And I made more than a bunch of people when I came in here. I was way better educated than Joe Ensor. I was way better educated than Keith Otto.
Some of you us have been educated beyond our own intelligence. Stop effing thinking. You’re not qualified to think. I was told that when I came into business. I me, I’m an attorney. I’m smart guy. I’m not qualified to think who. Guess what, you’re going to be offended. If you want to grow, you got to be willing to change. You got to be willing to be coached. You got to be willing to hear stuff that makes you question yourself. Ari is in here, works out of that Tampa office. I can’t thank Carlos and Sarah enough for, you know, just opening themselves up and saying, we’re willing to help you. Whatever you got to do, we’re here. Like, like. But guess what? The door is open, but are you walking through? The Primerica door is open for all of us. Julio. Are you walking through?
Are you running through? Are we exploding? Okay, so what’s your mindset? And I’m done. But I listen, I just listen, please, please just listen to your coach. Coaches, they want you to win. They got a financial interest to you. And that’s all any of us want as a coach. Have a great day. Thank you.
