Executive TLDR

• Growth requires moving from “going through the motions” to intentional execution.

• Commitment without consistency produces limited results.

• Recruiting and licensing drive long-term profitability.

• Leaders must take ownership of training and development.

• Scaling a business means building people, not just personal production.

Video Summary

The Power Of Consistency In Building A Successful Business

Orville Richards delivers a practical blueprint for growth inside Primerica — centered on ownership, value creation, and disciplined consistency.

Two years prior, he and his partner evaluated their business and realized:

They were going through the motions.
They were making money.
But they were not maximizing growth.

That moment became their breakthrough.

From Motion To Growth

They made a decision:

Stop going through.
Start growing through.

The shift included:

• Recruiting 3 to 4 directs consistently every month

• Building double-digit recruiters

• Creating pockets of production

• Focusing on double-digit licensing

Recruiting without licensing does not scale.

Licensing builds infrastructure.

Ownership Changes Everything

One of the biggest shifts Orville made:

He took personal ownership of licensing and training.

Instead of delegating prematurely to senior reps or districts, he:

• Reached out to Home Office

• Sought additional training

• Built a weekly structure

• Aligned district leaders with a clear plan

Commitment started the change.

Consistency sustained it.

Commitment Versus Consistency

You can be committed emotionally.

But without consistency operationally, growth stalls.

Consistency is the bridge between vision and result.

Business Equals Value Creation

Orville reframes the business clearly:

A business exists to make profit.
Profit comes from delivering value.

How do you deliver more value?

By building a larger, trained, licensed sales force.

Field Selling Versus Field Training

Personal production is important.

But if you only field sell and never field train:

• No one duplicates you

• The business depends solely on your effort

Field training builds leverage.

Leverage builds scale.

Scaling Through Numbers

He shares a powerful example:

The company’s top earner produced extraordinary income in one month by:

• Having nearly 600 licensed reps in their base shop

• Over 6,900 codes within three generations

• Massive production volume across a large team

The principle is simple:

Codes equal profitability.
Profitability comes from value delivered at scale.

Why Double-Digit Recruiting Matters

Double-digit recruiting increases probability.

Quality comes through quantity.

Top performers are found by:

• Increasing recruiting volume

• Increasing licensing

• Increasing promotion rates

You do not accidentally build leaders.

You build enough activity to discover them.

Key Growth Questions

Orville challenges leaders to evaluate:

• When was the last time I promoted a direct district?

• How many districts are produced monthly?

• Am I building infrastructure or just producing income?

• Am I stepping out of my circumstances or staying comfortable?

Growth requires stepping outside the circle of stagnation.

Victim Or Builder

Most people remain victims of circumstance.

Leaders choose growth.

The difference is a decision followed by consistent action.

Core Lessons

Stop going through the motions.
Recruit and license intentionally.
Take ownership of training.
Scale through people, not just production.
Consistency turns breakthroughs into momentum.

FAQs

What sparked Orville’s breakthrough?
Evaluating the business and realizing they were operating without intentional growth.

Why is licensing emphasized?
Because recruiting without licensing does not create scalable infrastructure.

What is the difference between field selling and field training?
Field selling helps clients directly. Field training duplicates leaders.

How does profitability increase?
By growing licensed reps and delivering value at scale.

Why is double-digit recruiting important?
It increases the likelihood of finding strong leaders.

What role does ownership play?
Leadership must personally own systems before delegating.

What drives long-term momentum?
Consistency paired with commitment.

How do leaders break stagnation?
By stepping outside comfort and increasing intentional activity.

What does “codes equal profitability” mean?
More licensed reps producing equals greater overall revenue.

Is personal production enough?
No. Sustainable growth requires duplication.

What mindset shift is required?
From passive participation to proactive leadership.

What ultimately fuels business expansion?
Structured recruiting, licensing, and leadership development.

Glossary

Double-Digit Recruiting
Recruiting ten or more individuals within a month.

Licensing
Completing required certifications to become a producing representative.

Field Selling
Personally servicing clients and generating production.

Field Training
Developing others while servicing clients to build duplication.

Base Shop
An agency’s immediate licensed representative group.

Codes
Licensed representatives producing within a hierarchy.

Infrastructure
The leadership and licensing structure that supports scalable growth.

Transcript:

Good afternoon, Empire Builders. Can you guys hear me? Yes. All right. Super, super excited. Thank you so much, Keith and Daniel, for this opportunity. And got to thank God. Without him, we wouldn’t be here. Guys, really quickly. And can’t forget my amazing upline, Chris Achieung continuously pouring into us, spending time with us. Best upline ever. Just really quickly, guys. I have. Two ago, two years ago, Irval and I sat down and evaluated our business. And I’m going to just tell you from what the result. This is where the results came from, okay? The work that we have put in from two years ago, starting two years ago, we evaluated our business and were like, my God, how did we not see this? What is it that we didn’t see? What happened was, and most of the time, we go through Primerica with the motion.

We go through the motion of our business. Instead of growing through it, we just go through it and we make money. We’re happy, and some of us are satisfied. Right? However, weren’t. So what we did two years ago, we made what you call a decision to stop going through the motion and start growing through. Okay? Stop going through and start growing through. I called it our breakthrough. That was our breakthrough moment in Primerica. It’s like we started all over again, which we did. Okay. We started recruiting three to four directs a month. We started having people double, like one or two double digit recruiters, and we had pockets of people start double digit recruiting. Okay? We made a decision to also double digit license. You can’t double digit recruit and not license. Right.

The recruit and the license is what’s going to move the business. I took ownership. I, as in me, I didn’t let my senior reps or my districts because that wasn’t working. Right. Not that they don’t know what they’re doing, and some of them do, they just don’t want to do it. And most of them don’t take the time out to learn their craft, to become competent and to understand what they’re doing. So I took ownership and I said, okay, this is what I’m going to do. I reach out to home office, I got some help, I got trained. Okay, this is what we’re going to do on a weekly basis. I got together with all the districts. I shared them. The plan. Bottom line is, guys, we made a decision. We committed to it.

And from the commitment has to be the consistency, because the consistency is what’s going to take you to the end. You can be committed, but if you’re not consistent, the results are not going to come. And that is basically what on my part and what I did and what we did and we evaluated our business. I hope that helps some of you guys. I’m going to bring up my awesome partner in life, partner in business. My number one cheerleader, Orville Richards.

Good job. All right, good morning. You ran. Awesome job. So, guys, so again, my name is Orville Richards. I am from Kingston, Jamaica. I did a poor boy from Kingston, Jamaica. Right. We came in this country for hope and opportunity. So most of us, we’re sitting in this room right now because we came in this room, not necessarily this room, but we came in the business for open opportunity. And the thing is that this is a business at the end of the day. Right? And the number one purpose of a business is to make what a profit makes sense. So how do we make profit is by delivering something called value. Makes sense. So now let’s take a look. In the next five minutes, what I want to do is not really talk at you.

What I want to do is kind of speak with you regarding some questions you want to ask yourself regards to what you want from the business and how we’re going to create what you want from your business makes sense, because end of day, this is your business. So if you’re not, we call it Chris talk about Awareness recently. Right? If you’re not aware of what’s going on in a business to make the adjustments, you’re going to be oblivious to results. Action need to be taken to adjust.

Fair enough.

All right. So the first question you’re going to ask yourself is this, right? How do I create more value? So you can do it one way. You can be a Lone Ranger, meaning that you’re a personal producer and you’re doing everything on your own. Makes sense. So in a key talk about field selling versus field training, so do you got a personal produce? Yes. However, when you personal produce mean that you’re helping a client directly for the other guys and you are brand new, like what person produce mean you’re helping a client directly. You’re the coach. Helping a client makes sense. So if you’re doing it by yourself, which you did it for years, right. And no one is watching you feel sold, you didn’t feel trained, so no one was duplicating the process.

Fair enough.

So why is that important? Because how do you create more value? Is by having a bigger sales force, a licensed sales force that’s trained and developed and competent to do what it needs to be do. So here are some numbers. Write this down real quick. Artists. Listen. All right? So last month, the number one income earner in the company made $510,000. Say it with me, guys. That’s half a million dollars in one freaking month. So you’re like, man, that’s so exciting. You’re excited about it. But how do they do that? Well, they also. Bonus on the production was about $310,000. They made in bonus. So in a 33 day period, they made almost 800,000. Some a million dollars in 33 days. Okay. So we said or have. That sounds nice for them. But why did they make that? And how?

Let’s take a look at it together. Right? So in their base shop, there are 598 licensed reps. Okay? So almost 600 in their base shop. What is the base shop? That’s your agency.

Fair enough.

True. Third. So true. Third means. So I’m Director Chris H. And me and my wife. Right? So we promoted, in a duwite indication of Ice president. They’re second generation to him. And let’s say they promote a girl on the team right now that’s hot in a Roxanne, and she get promoted. RVP, that’s third. Right? So there’s three generation. They have over 6900 codes. So now, between that team, they were able to Deliver a lot of value and sport. The profitability for the team was also incredible. Makes sense. So now why is that important to me and you? Well, let’s look at Primerica right now. So Primerica has 137,000 licensed reps. Okay? Took in my time and Q two quarter of this year, they made $2.7 billion. That’s sexy. So codes equals profitability. Right? And profitability comes from delivering value.

So now if you want to grow your bottom line, which is your income, what you got to do is now grow codes, right? So now let’s take a look at it real quick, right? We talk about double recruiting. Why do you want double recruit, mean recruit ten people or more? Because you get quality. True to quantity. Fair. I know you want the studs. I know you want the top players right in front of the room right here. But they came from a lot of people in a short period of time to find those individuals.

Fair enough.

Okay. So the thing is this, right? Ask yourself this question. When was the last time I promoted direct district to meet? How many direct districts have you promoted? Last quarter. And then how much district leaders do your business produce on a monthly basis? That’s very important. Okay. So if you take a look at those stuff, overall stuff, guys, what you want to do is this right? Most people, they’re a victim of their circumstances. So when you look at a circle, it’s infinite. And if you’re standing in the circle, you remain stagnant. So you and I got to make a decision. Are we going to be a victim, or are we going to step out of that freaking circumstance and make a decision to go grow our business and get financials in the secure? Let’s go be in a tremendous business, guys. Keto. Okay, guys.

Just want you to a team real quick, then touch with dynasty. Love you guys. Appreciate you. Thank you, guys. Thank you.