Ever feel like you’re hustling hard but still not seeing the results you want in your Primerica business? You’re not alone. Many reps struggle with building momentum and mastering the art of recruiting, leaving them stuck in a cycle of frustration. But what if you could change that? What if you could become a powerhouse producer, attracting top talent and closing deals like a pro? That’s exactly what Brandon Reed dives into in this high-energy training session. He shares his journey from Walmart to Wall Street, revealing the secrets to becoming a master prospector and setting appointments that stick. If you’re ready to transform your business and take it to the next level, this is the must-see video for you. Watch it now and discover the breakthrough tips that can turn your potential into performance.
Video Transcription:
All right, I am back.
You guys ready to put an end cap on this? Wrap this thing up? Awesome.
Awesome.
I’m excited.
We we talked about mental.
Hopefully, you guys in the room, let me know you have belief that you can make it here okay, no matter where you come from.
You heard my story.
My first five years, I made $17,000.
And I’ve been here 13 years.
The last eight years, 2.2 million.
If I can do it, you can do it.
I went from Walmart to Wall Street.
I went from Broke to Balenciaga.
I went from goodwill to gucci.
If I can do it, you can do it.
Now we’re going to talk about building a business.
See, I feel were created to be builders.
I put a scripture up here, Genesis 128.
You probably think, what has that got to do with building? Let’s read it real quick.
This is not the clicker.
This is the clicker.
See? Genesis 128.
God bless them and said, be fruitful and multiply.
Fill the earth and govern it rain or have dominion over all the fish in the sea, the birds in the sky, the animals, et cetera.
Most of us are sitting back and thinking, and it was like to do a building.
This is the baby verse.
This is the birth verse.
That means get busy.
This is Nick Cannon’s favorite verse.
Some of you guys get that.
But you know what? I really see that this is a builder’s verse, because let’s really break it down.
Now, of course, it does refer to creating populating, go have some babies, multiply.
When I think of the word fruitful, Jason, I think about production.
Go produce.
Be fruitful, go produce.
Right? So let’s break that down.
We got to become producers.
We got to become producers in the business.
I want to talk about the seven steps to becoming a personal producer.
Anybody want to become a strong personal producer? So, now, before I go through that, let me give you guys some stats so you know that I’m credible to talk about the subject.
Some of my records 13 personal recruits, 178 in the base shop.
That’s that’s all time record.
I’ve written 43,000 in personal production, 112,000 in the base, 17 codes is my all time record.
1.6 million in securities.
Those are my records.
Now, some of you guys in a room like that’s, it 1.6.
I did that in a week, right? Don’t judge me.
Let me do my thing.
The thing is, you got to become a personal producer.
I think in all areas of the business, I think we got to become like a LeBron James of the game.
He’s a well rounded all around player, right? So I feel we should challenge ourselves.
If you’re weak as securities, become a solid securities producer.
If you don’t put up a lot of personal business, get good at writing personal premium, become a strong, direct recruiter.
So those are my stats.
Let’s talk about my first fundamental prospecting.
We got to become master prospect, and we’re going to have some fun this afternoon.
As you guys can see, when you’re trying to coach your new recruit on how to prospect, you got to check that out on the look.
It’s funny, right? A little bit.
Not really funny.
I didn’t like that one.
I got some more.
Don’t worry.
I got some more.
We got to become masters of prospecting.
Be clear on what and who you’re looking for.
You want to stay in the market.
We know the market married homeowner, age 25 through 55, they have a full time job, et cetera.
Right? I think we also got to look for a mindset that we’re looking to attract.
We got to look for somebody with standards.
A lot of times we go recruit somebody that doesn’t have the necessary qualities that we need to build a district leader or to at least be able to tap into a market so we can get something out of it.
See, I’m a firm believer that you recruit to help people get what they want, but you also recruit to be able to tap into somebody’s market.
We have to make sure as we’re prospecting, we prospect with standards.
Be clear on who you’re looking for and what you need to help you grow your business.
You can’t just bring everybody in business now, brand new people.
It’s going to happen there in their warm market.
They’re going to bring in friends and family, et cetera.
As you become a seasoned leader, you say, I don’t see Eric going out there and recruiting the $8 hours worker at McDonald’s.
He has standards.
He’s going to look for the GM of that location.
You got to have standards in your business.
The next thing I got this from Brutus River.
Brutus is Edward’s brutal.
My boy Brutus, he’s not here.
Okay.
He talked about this yesterday, so I had to steal his stuff.
He talked about when you’re going out there and prospect, you got to think probability over possibility.
This is kind of how I do my prospecting.
70% is warm market.
You’re probably thinking, Brandon, you don’t have a warm market.
Well, if you’re out there saying, I don’t have a warm market no more, you don’t have a warm market.
That means you’re not meeting new people.
You should be rebuilding your warm market constantly.
I go to the gym.
I’m meeting new people all the time.
I go to bars.
Everywhere I go.
I’m looking to build relationships.
When I’m at the gym, I’m not going in prospecting right away.
Hey, do you keep your options open? I’m forming relationships.
You should always be creating a new warm market.
Never think that you ran out of warm market.
You need to go join a networking club.
You need to go put yourself in an environment where you can see the same people over and over again and build a relationship.
See, I think we got to challenge ourselves where every 90 days we’re able to redo a new top 25 list with brand new names because were able to connect with new people.
A little challenge for you.
So 70% warm market.
But that’s not just my warm market.
I prospect in a new recruits warm market.
See, when I get a new recruit, that’s prospecting in their warm market.
When they provide their list, that’s me prospecting in their market.
We got to make sure most of our time is spent there.
20% for me is social media.
Now I know you guys have been waiting for me to talk about social media.
Everybody’s in.
You’re going to talk about social media? You’re going to talk about social media.
I am going touch lightly on social media.
I built 70% of my business from social media.
It’s a great vehicle, but 20%.
You don’t have to follow these percentages.
These are mine.
You may want to do more on social media, you may want to do more in the cold.
Now I’m going to teach you how to do it efficiently where you’re able to get a lot better results because the war market is the best place to be at in my opinion, versus social media.
I kind of give you guys the difference between social media and cold market.
With social media it’s any guys you had the girl in high school you had a crush on but you were scared to go talk to her, but you were comfortable sliding in those DMs because the rejection is different over social media versus in person.
More people are likely to go talk to somebody or prospect on social media because of comfort.
Because if somebody says no, I’m not interested, it doesn’t hurt as bad as them telling you in their face.
You’re going to get least results on social media but because of the confidence you’re going to talk to more people.
You may DM 20 people on social media to get two people to respond.
You go out and about and talk to five people to get two people to respond because of the comfort level.
That’s why more people are more prone to go towards social media because they can talk to a lot more people, get lower results based on probability, but it’s more comfortable.
10% cold market.
I think you have to get good at one point in your business that cold market prospecting, not just for your sake, but for you to be able to teach others how to do it.
Anybody in here from the coal market? You got into Primerica because somebody talked to you in the coal market? A handful of people.
I look at that I say yes, you can find people but it was very inefficient.
It wasn’t a lot of people who came from somebody’s top 25 list of referrals.
See, I see a lot more hands.
What about social media? Okay, got you.
I look at that, I say, okay, I know where I need to spend my time.
Based on the room, it seems like I need to be on a referral market.
I need to be getting people’s top 25 lists or social media.
Not a lot of people were found in the cold, but you can still find talent in the cold.
You want to teach your team to go on the cold because if you build an organization, 100 people showing up and you talk to them about cold market prospecting, you now have 100 people that at any moment can talk to a stranger while they’re out and about and can find you a superstar.
That’s why I feel you do have to train it.
You have to be decent in the core market.
Let’s talk about some social media nuggets just so I can touch on it, so nobody holds up a gun to me at the end of the meeting.
So let’s talk about it.
I think with social media we got to create activity with simple post.
You got to get creative on social media.
Simple posts.
My office is looking for people.
Just keep it simple.
The things we see all the time, but be consistent with it.
I do it in the stories all the time.
Drop your date of birth for a free life insurance quote, little things like that.
Just to be able to create commercials on your social media.
Your social media I like to say as your reality show.
You have to make sure you are branding yourself on there because you never want it to be to where nobody knows what you’re doing on social media.
So they’re sending referrals somewhere else.
Whenever somebody makes a post about life insurance, they come to, they tag my name in it and I’m able to get business from it.
You want to make sure people know what you’re doing.
Inspire and educate your clients.
I know people in here do live videos.
That’s great.
I know people in here that are inspiring through just motivation, whether it’s talk or videos, whatever it may be.
Keep doing that.
Be consistent.
Push it out more because you’re going to catch the right person.
Connect with old friends and even prospects.
Three of my five vice presidents I got from social media, I reconnected with them.
I wasn’t great friends, but I knew of them and social media allowed me to reconnect with them.
Definitely take advantage of being able to connect with people.
Funny story.
Somebody took a picture of a yearbook from back in life when I was in the fifth grade.
Most people look through it and say, oh, look how I looked.
In my mind, the way I was looking at it, I was like, Hold on, let me go find some of these people on social media and see what they’ve been up to.
That allowed me to connect with people from the fifth grade and from that, got some recruit, it’s got a bunch of clients.
I’m always thinking people I’m always thinking, who can I get reconnected to? Make sure you utilize it for that tool.
Go through all year books and go start searching people, finding out what people are up to, because you have somewhat credibility there, and you may be able to turn that into something.
Look for school pages.
A lot of times on Facebook, you can find your alumni pages.
Go find those pages so you can once again, reconnect with people.
Also work pages.
If you’re in specific fields, go look for people.
Go search people that are in those fields as well.
I’m always looking for people that are in real estate.
I’m always looking for people that are in the tax industry.
I’m always looking to connect with people.
I also join a lot of groups.
That’s one thing a lot of people don’t talk about on Facebook, is utilizing groups.
Groups are powerful.
They have groups such as, I’m not guarantee you can find Entrepreneurs of Tampa Bay, and then boom, just like that, you have access to a crowd of influential people, entrepreneurs that you can build a relationship with.
Now, I can spend hours really going deep on this stuff, but I don’t got time.
Definitely take advantage of these tools, especially groups.
Use your clients as free advertisement.
This is a big nugget right here.
If I write a policy on Erica, I converted him from an Iul policy.
I’m going to ask him, Eric, do me a favor and I’m going to give you a $5 Starbucks gift card.
Do me a favor.
Can you go on your Facebook? You got Facebook? Great.
Add me.
Go on there and talk about what I just did for you.
If he doesn’t know what to say, I’ll pretext a message up.
Man, I’m so excited.
My financial coach, Brandon Reid, just saved me a ton of money on my life insurance.
If anybody out there needs some help understanding how life insurance work, he’s the guy to go talk to.
It doesn’t matter what he says, that’s free advertising might give him a $5 Starbucks gift card.
Hey, try to go advertise on TV or radio.
It’s going to be expensive.
That’s the way because what happens is he’s going to tag me in that, and now all his friends are going to see that post.
Guess who else is going to see who likes and comments? It me.
Somebody make comments, say, Eric, I need to talk to him.
Well, Eric ain’t going to be focused on passing me that business, but since I saw it, I’m going to go slide in the DMs.
That’s what I always focus on doing.
Well, I see Bren comment on that.
I need some life insurance.
Well, I’m going to message Bren and I’m going to say, hey, I see that you’re open you’re a friend of Eric’s.
I see you’re open to looking at life insurance.
Let’s talk.
Right? That’s one of the things that really helps me find a lot of premium.
Remember, I wrote 43,000 personal back when I was really field training aggressively.
I averaged 20,000 for the entire 2020 year.
A lot of it came from social media referrals and the things that I’m sharing with you right now.
Take advantage of that, stay consistent, and then tap root, tap root.
I’m constantly tap routing.
I’m going to give you guys another nugget.
The reason why I like adding real estate agents is because what happens when a real estate agent sells a home? They go post about it, right? And they tag that client.
Well, if a client just bought a home, they need some life insurance.
So let me go sliding MDMs.
You got me that’s tap rooting.
I’m able to get somebody I have credibility with and get into their market, especially if they’re professionals.
Those are just a couple of nuggets that you guys can start to utilize to get you some business on social media.
I already talked about that right there.
If you haven’t already, follow me.
Go follow me.
Because I’m constantly sharing things.
I have something called the lions den.
We’re on there.
I’m giving tips like 32nd to a minute clips of my trainings.
I do trainings every single morning.
It’s called Six figures in training.
I record a lot of those nuggets and just post them.
You guys can get a lot from it.
So make sure you do that.
Now let’s talk about number two, setting appointments.
Anybody experience this? When you have a recruiting appointment at Starbucks at two, but it’s 215 and you’re outside texting them looking like that.
Okay, that one’s a little funny.
Cool.
I got some more coming.
I think another one after this.
No? Okay, so let’s talk about mastering set of appointments.
It’s so important for you to get great at mastering set of appointments.
See, it’s easy to prospect.
A lot of times we get that phone number, but it’s hard to pick up that 10,000 pound phone.
Anybody got business cards or contact cards or numbers? And you ain’t called in the weeks? I know you ain’t going to put your hand up, but who you are because we’re scared.
We’re nervous.
The thing is, the further away you went from calling that person, the colder that contact is going to be.
Whenever I prospect somebody, I’m going to ask them, hey, when’s a good time to give you a call this evening? If they say, Well, I’ll be off next Wednesday, oh, no, I’m not trying to do a meeting yet.
I just want to have a conversation to see if we have a mutual interest to set up a meeting.
Would you be free today to have a few minute conversation? I’m not waiting a week to call them.
We may have to wait a week to meet with them, but I’m not waiting a week to call them.
We got to become great at setting appointments because that’s one of the things that people lack.
At number three, master presenting.
Anybody had that look you get when you’re doing the presentation and the wife ain’t interested.
You guys come across that maybe this one when the client jokes are lame, but you need a sale, so you laughing.
You all know that one, right? All the time.
Or maybe even this one when you’re about to close the sale and the trainee says, if you all want to prey on it, you want to slap that trainee, we can’t fire nobody, but there’s been some times where I want to fire some people.
We got to become great at mastering the presentation.
A lot of times I say you have to deliver a winning presentation.
What’s the winning presentation? A presentation that you get a check or banking information, but we got to become great at mastering the presentation.
Number four, I go too far.
Let me go back here.
Number three talks about so number one for mastering presentation, simple, clear, and question oriented.
Now, if you all we had, like, a little breakout after the first session, and it was getting deep.
I don’t know how you got selected to get into that room.
Anybody in that room got some good stuff? Okay.
There was not a lot of people in there, but it was some good stuff.
We went deep, and I talked about how it’s so important to ask questions and have many closes throughout the presentation.
Give you an example of a mini close.
First off, I hope you guys are all doing it.
I got it from Hector, and it talks about, before you do a presentation, you must know what that person wants, because how am I going to do a presentation if I don’t know what they want? I’m going to ask them, so what do you do for work? Awesome.
How long have you been doing that? What do you like most about it? What do you like the least about it? Could you see yourself retiring from there? If time and money weren’t an issue, what would life be like? They tell me about their goals and dreams, and they say, how important are those goals and dreams to you? This is where I get them upset.
Will your current career allow you to accomplish those goals and dreams? What are most people going to say? I got them because then I’m going to ask them, well, if I can show you how to reach your goals and dreams without sacrificing your career, could I assume that you’d be highly motivated to want to come work with me, at least on a part time basis? Most people are going to say, yes, I got them.
Now I just got to show them what we do have many closes throughout the presentation.
What are many closes? Well, let’s start with the first part of the presentation.
The presentations are usually broken down into three sections.
We call them the three C’s the company, the concepts, the compensation.
Well, if I’m talking about the company been around since 1977, listed on the New York Stock Exchange.
Jason, what did you want to work with a company with that kind of credibility? He’s going to say yes, that’s a mini close.
Has anybody ever been in car sales? Come, people.
You guys know what the pencil is, right? When they run the numbers and they say, okay, I want to pay $1,000 a month at this interest rate, and they say, okay, if I can come back and do that, you’ll agree that we can close this deal? Okay, cool.
They draw it on a piece of paper with a pencil and say, okay, just sign there.
The signature doesn’t mean anything.
It’s a psychological thing.
That’s all it is.
It’s getting you programmed to sign.
My job is to get you in the habit of saying, yes, I agree.
Yes, I agree.
Yes, I agree.
In doing that, when it finally comes down to closing, whether it’s an IBA, whatever it may be, they’ve been programmed to say yes so many times, they’re going to want to move forward.
It also eliminates objections throughout the presentation.
I don’t get objections throughout the presentation or after the presentation because I eliminate them.
If I’m going through how we help John and Mary out, I’m going to turn over and say, eric, couldn’t you see yourself doing that? How would that make your family feel if you saved them $100, gave them more value? That made me feel amazing.
You can see yourself doing something like that, right? Absolutely.
Do you think at the end of the presentation, he’s going to be like, I don’t know if I can do this? He already told me he could.
Throughout talking about the money, eric, could you see yourself making this type of money? What kind of things would this do to your finances? See yourself getting out of debt faster, retiring sooner? Remember that Lambo you talked about? Maybe we can start working because I’m remembering those goals and dreams.
We talked about the traveling when an extra $2,000 position you where you can have that vacation of Dubai that you’ve been talking about.
That’s why it’s important to ask about the goals and dreams in the beginning, so that way you can use them as fuel to fire them up throughout the presentation.
That’s how you deliver a winning presentation.
You got to make sure you do that.
It’s simple.
It’s clear.
It’s question oriented.
It’s not too complex.
Don’t be trying to show them everything because they’re going to tune out, and then you’re going to miss out on recruiting that person across the table.
The best recruits are across the kitchen table, but if you’re trying to be off fancy showing them everything they’re going to be impressed, but then they’re going to be thinking, I can’t do nothing like this.
You want them and that training next to you to say they pay you that type of money to do this.
Hold on.
You about to make $600, and that’s all you did.
You all got a meeting.
Can I come? How can I get hired? That’s how every appointment should go.
We’re a trainee sitting by thinking, man, I’m about to make a lot of money here, so you got to make sure you keep things simple.
The point of the presentation is to motivate the new prospect to want to join or at the minimum, learn more about our opportunity and for the client to want to do an F and A.
Now, I always tell people there’s only two products that we offer.
It’s not life insurance and investments.
It’s opportunity and education.
Those are the only things that we provide in this business.
What’s the opportunity? The opportunity to help them get what they want extra income, a career change, start a business, get freedom.
The education is designed to market the products.
The rule of 72 creates the interest for them to move their money from CDs to mutual funds.
Buy term investor difference gets them to want to change their whole life policy to a term product.
The theory decreased responsibility gets them to understand how to buy life insurance.
So we sell concepts.
We sell education, not products.
The only two things we offer is education and opportunity.
Remember that.
So let’s talk about master objections.
A good one how you feel when I overcome all the clients objections and concerns? Feel like a black bell, right? Is another one.
It’s another one when you close the IBA, investments, life and PLPP all on the same night, right? Anybody? Friday after next? If you see any, you’ll get it.
All right, let me go back.
Mastering objections, you got to get great at mastering objections.
How do you get great at mastering objections? What I did, I listened to Hector Lamarcks overcome the objections over a thousand times.
Some of you guys, I listened to that before.
How many times, though? I listened to a thousand times.
Why thousand times? Well, last time I checked, when Kobe Bryant was in the gym working on his jump shot, he didn’t take one free throw and say, oh, I’m done.
I’m ready.
I mastered free throws.
He took 1000 shots at different spots on the court until he mastered that, until that was his spot.
Why are we listening to Overcoming the Jackson’s one time and think we’re good? Listen to it over and over again.
Keith Otto has stuff on POS.
Get great at that.
Number five, Master products, life insurance, our term, their cash value.
Other companies terms master that master mutual funds.
Get great at that.
Product mastery is very crucial if you want to go to another level, it’s very important.
See if you truly understand that we don’t sell products, we sell concepts, we sell strategies.
You’ll be able to knock out anything that the competition tries to throw at you.
First off, if they don’t got an investment license, they can’t even have a conversation with me.
Hold on.
See, this isn’t a fair fight.
You’re bringing a knife to a gun fight.
We can’t do nothing here.
You don’t have an investment license yet.
This wouldn’t be a fair conversation.
I bring up dollar cost averaging.
You’re going to look at me like, what? The thing is, first off, you got to first off, get your license so that way you have that much more value and they’re not even on your level.
You also got to understand, see, when they say, well, Brandon, I like the cash value, you got to ask questions.
What is it about the cash value? The fact that I have access to money, I can do that for you.
When people ask, say, hey, can I get a whole life through you? I said, well, what is it that you like about whole life? I like the fact that I can borrow money.
Okay, I wouldn’t want to borrow my own money with you, but hey, if that’s what you want to do with me, you don’t have to borrow it, but I can do that for you.
If they said, well, I want insurance my whole life, I can do that for you.
All insurances is a transfer of money upon a death, whether you own it through having your own assets or you got a borrower from a life insurance company because of buy term investor difference, I’ll position them to have insurance, protection, financial independence for the rest of their life.
The thing is, no matter what they say, because if they say, hey, I want iul why? Because of this I can do that.
Everything that they desire in that Iul product, we’re able to do through buy term invested difference.
We have to understand that through understanding our products and product mastery and understand strategies, not products.
We don’t sell products.
We provide strategy.
Always remember that the better our products, the more confident you will be when presenting them.
People buy your self confidence about what you’re doing and what you’re offering more than anyone else or anything else.
The right people, the right people we should and want to recruit, want to feel that the products we are offering people.
They care about will change their life and help them in a significant way.
If you don’t master the product, you will miss countless sales and recruits.
So master it.
Number six.
Master recruiting across the kitchen table.
Best recruits come from the kitchen table.
Media crusaders.
They’re in the right market.
Some of my best recruits came from the kitchen table.
You have to become great at not going to the table to get a sale.
The real winning joy is going and recruiting that person.
That’s the best recruit to get.
They’re going to race the district much faster because I’m going to give you guys some real juice right here.
See if I go recruit somebody out and about at Walmart, bring them in business with me.
All they saw was a recruiting interview.
Therefore, they’re going to have a lack of belief and confidence on what I do.
It’s going to be hard for them to put me in front of their market.
That’s why we have a hard time getting people to put us on appointments, because they don’t have trust.
They’ve seen an illustration, but deep down they’re thinking, does this really work? That’s why once they get on their first appointment, you start to see a lot more appointments pile up after that.
If I recruit somebody across the kitchen table, they’ve already seen the process, so it’s a lot easier for them to have the belief to go set up more appointments.
That’s why it’s great to recruit across the kitchen table.
Number seven.
Master getting a new recruit off to a fast start.
Master getting a new recruit off to a fast start.
That’s so important.
I was telling John Lavin today, I said, I’m very big on creating incentives.
The company announced this one by 3000 for $500, what I did, I said, okay, how can I create hype around that on top of the $500 bonus, but also get people moving quickly? I said, Let me do this.
If they do their one by 3000 in three days, I’ll make them a district leader.
Because what that teaches is urgency.
I’m getting a lot more production quicker.
I’m not waiting until 30 days for them to do their three by three.
They still have that option if they don’t get their one by three in three days.
If you do one by 3000 in three days, I’ll make you a district and I’m going to give you $500 of the company’s money.
The thing is, the crazy part, Jason, after they do the one by 3000, they’re still going to want to get those extra two recruits because it’s going to give them an extra $400.
So they’re still doing three by three.
I’m getting the one by three in three days versus 30 days.
So that’s why I created that.
They had to do it in three days.
We got to get great at getting new recruits off to a fast start.
How do you do it? You set expectations.
You set standards.
I’m going to talk about processing here in a second, but you got to set expectations and standards.
I tell people, hey, if you’re going to come in business with me, I need you to put me in front of people, get license, and I need you to show up.
If you don’t plan to do those things, just know it may be a tough journey here, and I know you didn’t come here to have a tough journey and to barely make any money or not make money.
You came here because you have goals and dreams.
If you commit to me, I’ll commit to you.
Many of us are scared to tell people.
We ask people, can you go to class? No, I don’t ask people nothing.
I need you to go to class in the next two weeks.
I need you to do a list.
I need you to do that.
If not, there’s no point in coming in business with me.
You got to have those type of standards.
Look at this, how it looks when a new license rep challenges the big regional leaders.
Focus on getting their bonus and promotions, other incentives.
So that’s the fruitful part.
We got to be fruitful.
We got to produce.
The next thing is we got to multiply.
That’s what it says in the word be fruitful and multiply.
See, when we multiply is another word for to produce a copy.
To produce a copy.
When I look at the Ortiz family, you see all the RVPs that they have.
They produce copies.
They were fruitful, and they multiplied.
So let’s break down processing.
Let’s call something the Three piece of Primerica prospecting, processing and promoting.
I used to watch a show called The Profit by Marcus Lemons, and I said, what? I want to be the Marcus Lemons of My organization, where I can Sit down with somebody and literally break down Their business and See why they’re not succeeding, why they’re not making th
