Executive TLDR
Leaders must run their business every single day — there is no finish line.
Double digit recruiting is the engine of growth.
If you stop running your business, you will eventually rebuild it.
Coaching requires daily repetition and accountability.
November and December are qualifying months for major growth.
Wealth is stacked through contracts, licenses, and aggressive execution.
Remove distractions and disruptive players.
Lions work during the holidays while sheep get distracted.
Video Summary
In Primerica Mindset: Run Your Business Like A Leader, Chris Achong delivers a direct and urgent message about leadership accountability, double digit recruiting, and running a business with intensity.
He outlines five stages of business development: learning the business, doing the business, building a business, running a business, and rebuilding a business. Many leaders reach the building stage but fail to continue running their business daily, which eventually forces them into rebuilding. According to Achong, the key distinction between long-term winners and struggling leaders is the ability to consistently run the business without letting standards slip.
Running the business means daily recruiting focus, daily coaching, pushing production, and holding leaders accountable. Achong emphasizes that if a district leader or above fails to double digit recruit, there must be an explanation. Recruiting is the engine. Without it, growth stalls. Leaders must cheerlead recruiting relentlessly because without duplication, no one advances to RVP.
He stresses that mindset determines business size. It is always the leader’s responsibility if recruiting slows down. Accountability is not optional. Leaders must allow daily pressure, peer accountability, and coaching repetition. The message cannot be delivered once at an event—it must be repeated daily.
A major focus of the talk is the fourth quarter. Achong challenges leaders to dominate November and December while the rest of the world becomes distracted by holidays. While many entrepreneurs slow down, he argues that high-level leaders accelerate. These two months are qualifying months for major promotions and income growth. Those who win in November and December typically enter the new year with explosive momentum.
He reinforces a “now for now” execution model. This is not a setting-up-appointments business—it is a daily production business. Recruit now. Sell now. Jump now. Stretch leaders now. Every minute must produce results. Wealth is stacked by aggressively building contracts and developing 100+ licenses.
The core message is clear: this business is about work, accountability, and stacking wealth. Leaders must eliminate distractions, remove disruptive players, and adopt the mindset of lions—not sheep. Those who stay coachable and execute daily will build sustainable income and long-term financial independence.
FAQs
1. What does “running your business” mean in Primerica?
Daily recruiting, coaching, accountability, and production management.
2. What are the five stages of business growth?
Learning, doing, building, running, and rebuilding.
3. Why is double digit recruiting critical?
It fuels duplication, momentum, and long-term growth.
4. What happens if leaders stop running their business?
Production declines and rebuilding becomes necessary.
5. Why are November and December important?
They are high-leverage months where focused leaders gain momentum while others slow down.
6. What is the “now for now” mindset?
Executing immediately instead of postponing activity.
7. How do leaders create a recruiting explosion?
Daily accountability, peer pressure, and aggressive coaching.
8. What role does coaching play?
Coaching requires daily repetition and consistent messaging.
9. Should disruptive team members be retained?
No, disruptive or uncoachable players limit growth.
10. How is wealth built in Primerica?
By stacking contracts, developing licenses, and running large numbers.
11. Why is mindset important?
A leader’s mindset directly determines the size and speed of their business.
12. What separates lions from sheep in business?
Lions work during distractions; sheep follow the crowd.
13. Can leaders take months off and still grow?
Consistent daily execution is required for sustained growth.
14. How do promotions accelerate?
Strong performance in critical months creates first-quarter momentum.
Glossary
Double Digit Recruiting – Recruiting 10 or more new representatives in a month.
Running the Business – Daily management of recruiting, production, and coaching.
Rebuilding – Restarting growth after neglecting daily execution.
Now for Now – Immediate action model focused on daily results.
Duplication – Replicating systems through developed leaders.
Base Shop – A leader’s core organization.
Stacking Wealth – Building financial stability through contracts, investments, and growth.
Disruptive Players – Team members who resist coaching and slow momentum.
Transcript:
Our team name is A Unit. If we get the A unit, RVP’s just the RVP’s up front somewhere. We. The last time I listened to music when, like, listen to, like an album or anything like that was 50 cent a unit. After that, we joined Primerica. And you don’t have to come all the way from just right there. We joined Primerica. And I tell people we spent our entire 20s doing primerica. We worked 15 hours a day, seven days a week. Not just, you know, doing Primerica, but learning how to run the business. Learning different parts of the business, learning from all our coaches, Ray and Carol Costello, just learning how to deal with people, all that stuff. And so I worked like animal in my 20s, in my 30s, I partied. Like, I partied 15 hours a day.
I spent my entire net worth, you know, the investment guys. Like, I’ll make it back okay. I’m probably worth 7,8 million starting at 40 right now. But it’s crazy when you’re making 150, 160,000, Jimmy, you become financial independent really quick. Okay. And then in my 40s, I woke up and I was like, oh, shit. But during that entire time, we still was able to run our business, and. Which is something that most leaders miss, the ability to run a business. If I say running the business. Five stages to our businesses. Learn the business, you know, which is a lot of new people. I can’t really talk to the new people today, but doing the business, which is getting out there, and all the RVPs, they’re doing the business. Most of them wrote 10, 15,000 personal last month. Then there’s building a business.
That’s the next level, and then there’s running a business. So, you know, Jimmy, every time you see someone that build a business that, you know, their income starts going down, it’s because they stop. What? Running their business. They find they got. They get all fancy and. So when do you get to stop running your business? Never. What’s your definition of running a business? Definitely that’s your job as a coach. You have to run it all day long, and it’s absolutely not comfortable. It’s okay. Everybody will be fine. Like our leaders, we love them. Last night went out most of them, you know, 16 bottles later, we rented out the whole pool. I think they spent 15 grand at the pool. Well, I didn’t, but. And, you know, I just wanted to see who was up this morning. That’s why I’m standing up.
But they don’t gotta be. I Mean, they gotta be up for this. But just something on coaching. You’re gonna hear a lot of good stuff today. You’re gonna hear a lot of Hector. You’re gonna hear a lot of great speakers. But it’s gonna be done by the end of the day. Just like taking a shower, washes off. You have to repeat that same message every day, all day, forever. Okay? Like forever. I just wanted to recognize these guys, keep recognizing them a little bit. But I’m going to give you a real strong message and then we’ll. But one second here. I just thought this was really cool. Oh, man. By the way, if you’re a district or above, stand up, that includes RVP’s. I sent out a message on the group and I don’t do this for fun. I don’t do this.
This is not a game to me. I’m friends with a lot of you guys and I’ll probably never see you again, so it doesn’t really matter. But if you. I sent out a message. If you didn’t double digit recruit, I need a full explanation on why you didn’t double digit recruit. You thought I was going to leave it alone? I’m not gonna leave it alone because, you know, we keep missing like we’re trying to fix all the problems except the engine. And you can’t do it without the engine. It is what it is. And it’s always the coach’s fault if your team is not what, recruiting and how do you like, do you know how many people had to be recruited before you came in the business and the rate you’re recruiting, like if you, you know, I’m telling the leaders this.
How, how do you look people in your eye and recruit them and in your head? You know, because you don’t cheerlead recruiting and they don’t recruit, they’ll never go to rvp. So you’re literally looking someone in the eye and going, you’re never gonna be an rv. But come on board though, come on. As crazy as that is. But that’s gotta be your mindset. Remember, it’s your mindset that affects the size of your business and how your business is going. It’s all your fault all the time. So let’s take like 20 seconds. If you didn’t double digit recruit and all my guys did, well, I think some of them didn’t like look at someone next to you. Find a partner. Find a partner. If you didn’t double digit recruit, give them an explanation of why you didn’t double Digit recruit, take turns.
Why didn’t you double? I’m serious. If you’re a district and above, I know there’s a couple people that go, I ain’t gonna do it. And I understand that, okay? And there’s a couple people that didn’t want to be coachable, and I totally understand that. We don’t need everybody to be coachable. We just need to have enough people that we still win. Right? All right, you can grab a seat. Thank you. Well, actually, stand back up. Stand back up. I’m sorry, District and above. Stand back up. Yes, stand back up. District and above. RVP’s, too. Tell your neighbor, I promise I’m going to double digit recruit this month. And also tell them harass me every day. Harass me every day. Every blipping morning. Ask me, did you get a recruit today? Did you get a recruit today? Did you get a recruit today?
Check this out. All right, grab a seat. Let me just. Let me just do this real quick. I’m using all my time I’m supposed to, but if you just did that, everybody will have a recruiting explosion. Who’s with me? So, RVPs, you gotta check it. RVPs. Here’s what you want to do. You want to get rid of a few people and if they’re not willing to be coachable and they’re not willing to do this every day, you need mighty to check down. Grab a seat. Thank you. So, Javier Grajalis, 56 by 48,000. Fritz and Tiki Squire, 27 by 63,000. Sheldon and Jeanette. Jean Baptiste, 37 by 50,000. Taji and Chrisann, 21 by 45,000. The A unit base finished up 30 by 30. Orvalyn Priya, 21 by 29,000. Donna Yangupati, 18 by 22,000. Most of those was directs, you know, seconds. Lovia, 16 by 25,000.
Cami, 21 by 19,000. Ryan Rebecca, 15 by 24,000. Joey Tavares, 13 by 21,000. Cordell and Candacy Bryant, 6 by 20,000. Hannon Sherwin, 3 by 20,000. And then there’s a bunch more. Renee, 17. There’s so many of them. But all of our RVPs work, let’s give them a big hand. Guys, I’m gonna run through this. So there’s. Oh, this is a fifth stage, Jimmy. So if you don’t Bill, if you don’t run the business, the fifth stage, Glenn is rebuilding, okay? Because if you don’t build, if you don’t run your Business, then you have to do it. You have to end up going back and rebuilding it. So every day you wake up. One of the reasons our RVP’s do so good, they know how to what, Run their business. They don’t play. Like every day they run their business. Every day they call police.
Every day they push people. Every day they stretch people. Like, we rented out the pool last night. It wasn’t by accident. We ran a contest. Everybody did. $1,000 could come in. It cost me like $200 person, Jimmy. I don’t know if it worked out override wise, but we did about 60, 70,000 so far for the month already. Because it’s whatever it takes. Does it make sense? When it’s built. And we can always make back the money. But for right now, we got a lot of work to do, Right? So now, for now, November. This has got to be your mindset towards November. The two most important months of the year is November and December. These two months are now, for now, November. These are the two months that require the most focus. Because the entire world will be distracted and focused on Christmas.
Especially primarily, the entire world becomes sheep. This fourth quarter is not for sheep. It’s for what? The lions. Christmas is by far the most detrimental holiday for entrepreneurs like us. One holiday that lasts two frigging months. It’s the worst holiday ever. So many of our leaders have seen this year after year. This is not a play that we just figured out, guys. We’ve been running this play for years. I see people’s income that it turns to shit, excuse my language. December and January. I’m like the number fifth income earner in the company in January because we work December. Okay, I’ll explain why. So you must understand this. While the world becomes sheep, there are mega corporations that already have plans to make billions. The rich work during the holidays and the masses, AKA sheep, recreate and get tricked out of billions.
Don’t be a sheep. Christmas is a day, not two months. Be smart. Think about it. If you had a profitable 10 months of the year and you took off the last two years, what you just did took a profitable year and turned it into what? A lost profit? You lost the year, right? Christmas, like so many holidays, was created as a huge money maker for the few that understand business. I want to challenge you to be like the rich instead. Instead of spending a boatload of money in November and December, you need to have your biggest recruit and you need to have your best income. Start the tradition. There’s too Many weird traditions out there. Start the tradition with us. Make a boatload of money instead. Our tradition is a unity. We make money. November and December. We don’t hang out.
We don’t do nothing. We make money. Say it with me. I refuse to be a sheep this holiday. Listen, I will not fall in line like the masses of sheep that get financially slaughtered. I. I will make November, December, the two most profitable months in my business. 2026 starts now. If you plan on becoming an RVP, it’s November and December, the qualifying months. If you can get through these two months and kill it, I promise you’ll be an RVP in the first quarter. There’s no time for sleep. Did you check your bank account recently? You don’t have nothing else to do but work? Okay, now for now is the play for the next two months. It’s crucial. Get it done now. There’s no this. This company is not a setting up business kind of company.
We’ve become now a day for day, now for now company. Every morning you’re hunting and looking for that explosive market or that explosive person. And Nichelle Narain taught us how to do it. You know, when you find someone, you recruit them. Then you go recruit someone for them. You find someone, you sell them. You. You get someone out of them the same day. It’s called jumping. I named it, she created it. You got to jump every single day. So get it done now. No setting up appointments. Get it done now. Every minute of the day needs to yield results. Less planning. Just do it now. Okay, so you got to. I was going to say the word, but I can’t say it. F the eggnog. F Walking around like a zombie looking at lights and trees. Fucking.
F Spending all your time looking for gifts. F the decorations. F Spending money you don’t have. F the holiday parties. Say yes to behaving like the rich instead. The rich take off in January. I just want to throw that one out there. We will celebrate the millions we made at the events that we have coming up and the trips that we’re taking. Set goals, set them accordingly. Get that mindset. Listen, we’re in a crazy world right now that requires you to stack wealth. A lot of us, you know, we’re in careers. We have careers, jobs and stuff like that. That we live paycheck to paycheck. And you join Primerica so you can get out of that rat race of living paycheck to paycheck. You need to be in a career that you could stack wealth. It’s Insane.
But some days, you know, I’m not Brad, but I don’t know what these. I don’t know how rich these guys are, man, because I got a little bit of money, and some days we’ll make 100,000, 200,000 on investments. It’s insane what’s happening. But if you don’t have money, then that’s not going to work for you. So you need to go stack some money. You need to go get your contract and work that contract and go develop 100 plus licenses and show them how to do it. Show them how to get aggressive. Show them how to. This is not, you know, I know this is, like, fun, and, you know, we had a nice weekend and all that stuff, and we have so much fun, man. But this is about work. This is about taking your mom and retiring your mom.
This is about making sure your kid’s in the best neighborhood, creating results. When I look at this RVP team, they get up every single day. I mean, they have to deal with me every day. Y’ all just got, like, 10 minutes. They deal with me every single day, and we’re not going to have it. And the ones that are winning, they. They’re making 40, 50 grand a month. Their families are getting the results from that. Does it make sense? But you can do it, too. It just requires that you get accountable and you stay coaches. Don’t let the disruptive players make you stop coaching. Kick them out. You got to go. If you’re disruptive and you don’t want to work, we’re going to let everybody know you don’t want to work, because this assignment we know, you’re going to take off anyway.
You’re going to go into hibernation. We’ll see you back in January. But the Lions, we’re gonna work. We’re gonna make money. We’re gonna have the best November and December ever. Who’s with me? All right, let’s go.
