Executive TLDR

• Success begins with intentional decisions, not calendar dates.

• Recruiting solves almost every business problem.

• Leaders must go first and set the pace.

• Daily activity determines monthly results.

• Wealth starts in the mind before it reaches the pocket.

Video Summary

At an Empire Builders event inside Primerica, Lovia Louis delivers a focused and practical message centered on intention. She begins by reflecting on joining the business at 18 years old, initially drawn by the income potential without fully understanding life insurance or investments. Despite doubts from friends, family, and even herself, the consistent mentorship and office environment kept her engaged. Over time, belief replaced uncertainty, and vision replaced hesitation. Though she admits they are not yet where they want to be, she confidently states they are on track for millionaire status by 30.

Her central theme is clear: success is not “new year, new me.” It is “new decisions, new results.” Goals do not activate because the calendar changes — they activate when decisions change. She challenges the audience to treat the present moment as the starting point. If the goal is RVP, it starts now, not later.

Lovia outlines several intentional behaviors that build a successful business. First, intentional recruiting. She argues that nearly every business problem stems from insufficient recruiting. More recruits create more hours, more leverage, and ultimately unlimited income. Second, intentional leadership. A “do it first” leader sets the standard — leadership begins with leading from the front. Third, strong work ethic. Showing up early and leaving late reflects commitment. The price for success never changes; delaying effort only delays results.

She also emphasizes intentional promotion of district leaders. Recruiting without purpose leads to stagnation. Instead, recruiting should aim for fast starts and consistent district promotions, ideally one direct district leader per month. Daily intentionality follows — not just monthly goals, but daily activity and result targets. Booking invites, setting appointments, prospecting, and running presentations must be tracked daily. Licensing, she explains, is the name of the game; growth depends on expanding capacity.

Finally, she closes with mindset. Wealth begins mentally before it becomes financial. Without preparing the mind for growth, decline becomes inevitable. A negative mindset, she says, is like a flat tire — progress stops until it is fixed. Her message is assertive and forward-focused: this season belongs to those who act with intention.

Key Takeaways

Intentional decisions create momentum.
Recruiting expands capacity and leverage.
Leadership requires going first.
Work ethic determines speed of growth.
District promotion builds structure.
Daily goals drive monthly outcomes.
Licensing multiplies production.
Mindset precedes wealth.
Urgency accelerates promotion.
Preparation prevents decline.

Action Steps

Set one clear promotion goal and activate it immediately.
Increase recruiting activity this week.
Create daily activity and result targets.
Promote at least one district leader per month.
Implement a fast start system for new recruits.
Track daily invites, appointments, and prospects.
Prioritize licensing growth within your team.
Strengthen mindset through daily personal development.

FAQs

What is the core message of Lovia’s speech?
Success is built through intentional decisions and disciplined daily action.

Why does she emphasize recruiting?
Because recruiting increases leverage and solves most structural problems.

What does “do it first” leadership mean?
Leaders set the example through personal action.

How often should district leaders be promoted?
Ideally at least one direct district leader per month.

Why focus on daily goals?
Daily activity determines long-term results.

What is the importance of licensing?
Licensing expands the team’s production power.

How does mindset impact wealth?
Financial success begins with mental preparation.

What happens when effort is delayed?
Results are delayed proportionally.

When do goals officially begin?
The moment a decision is made.

What is the ultimate theme?
Intentionality separates average effort from excellence.

Glossary

District Leader (DL)
A promoted leadership level within a Primerica hierarchy.

RVP (Regional Vice President)
A senior leadership level signifying independent hierarchy ownership.

Fast Start
A structured launch process for new recruits to create early momentum.

Licensing Growth
Increasing the number of fully licensed agents on a team.

Intentionality
Purposeful, focused action aligned with clear goals.

Transcript:

I’m a little nervous.

Right.

It’s okay.

Right.

First and foremost.

Right.

We just want to thank God, because without him, right. This definitely wouldn’t be here.

Right.

And none of this would ever be happening. And thank you, Keith, for the opportunity to be able to speak. I remember every time I would come to a leadership score, like, girl, you got to be number one. Got to talk.

Right.

But I guess only craziness that happens, right? So shout out to the amazing hierarchy, the A unit hierarchy, right. With our head coach, Chris A. Chung.

Right.

I’m super grateful for you, Coach.

Right.

And shout to my amazing coaches, my upline, Sheldon and Jeanette Baptiste.

Right.

I’m forever grateful for them.

Right.

I wouldn’t want to be under no other leadership. And shout to the baddest team in primerica, the prom Time Empire.

Right.

We’re getting ready to dominate. Just take over number one.

Right.

So when I first joined the business, I was 18, and honestly, I didn’t know what I was getting into, right. I didn’t know what life insurance was. I didn’t know what investment was. What I didn’t know was money, okay. And the money caught my attention.

Okay?

I’m like, hold on. You’re telling me that I could sit down with a family and I could make this. Oh, I’m in.

Okay.

And of course, went through the not believing yourself phase, right. My friends and family not believing in me. I dropped out of school and my friends saying it’s a scam, right. But what happened was Sheldon was the loudest person in my ear.

Right.

I was always in the office. He was always texting me, always calling me, and the environment kind of kept me around.

Okay.

And we’re not where we want to be.

Right.

We’re definitely on track to being a millionaire by 30. Okay. So I’m excited about that.

Right.

But really quickly, right. So this quarter is about focused.

Okay.

So it’s not New Year, new me.

Right.

It’s new decisions you meet, okay? Your goals and your dreams don’t start because the year started, your goals and your dreams starts once you make that decision, right. And your consistency is going to determine what you see in the next season. So 2024 starts now.

Okay?

So if you have a goal, become regional vice president. That starts now. So these last three months, you got to have a sense of urgency and just start lining some things up. And here’s some things that we did to just adjust, okay. The first thing is that being intentional about recruiting, okay. Every problem you have in your business is because you’re not recruiting enough.

Right.

So recruiting gives you more hours in your day. If you had ten people just like you that could do what you do, how different would your business look like?

Right?

So that’s how you make unlimited income.

Right.

Number two, you have to be intentional about being a do it first leader. The first four letters of leadership is what?

Lead. Right.

So you got to lead your team into battle. Number three, you have to have a strong work ethic. So you got to show up early and leave late.

Right.

The price is the price. It never changes. Either you’re going to pay it now or you’re going to pay it later.

Okay.

The longer you delay the work, the longer you’re going to delay the results.

Right.

Next thing is that you got to be intentional about promoting districts. You need to recruit with a purpose, not recruit, just to recruit. Okay, so recruit to get people up to a fast start. And you need to have a sense of urgency in just getting your new recruit to a fast start. So when was the last time you promoted a direct district leader? Okay, you got to have a goal that every month you need to promote at least a minimum of one direct district leader. That’s twelve for the year. Number five, you have to be intentional about daily activity and daily results. I know we have goals for the month, right, but you need goals for the day.

Okay.

Successful people have intentionality in their day. So you need to have an activity goal and a result goal. So you have to be like, today I’m going to book 20 new invites, right? Set ten appointments, get 20 new prospects, have a go through, three by three. So be intentional about licensing. No one is better than you. They just have more people than you. Okay, the name of the game is licensing.

Right?

And lastly, you have to be intentional about getting better. So wealth starts in the mind, it ends in the pocket, right? You got to be wealthy up here first, but could ever be wealthy in your pocket. So if you’re not intentionally preparing for growth, you’re unintentionally preparing for decline. Okay, bad mindset is like a flat tire. You can’t go anywhere unless you change it. Okay, but I’m excited, right? So this is our season, this is our time, and we’re going to claim it. So let’s bring up the incredible Keith OTO.