You can talk all day about coverages, deductibles, and claims history. But until you share why you do what you do, you’re just another transactional agent with a polished pitch. And nobody remembers polished pitches. They remember stories. They remember people. They remember why.
During the Milwaukee Exchange, Lester Morales of Next Impact said he didn’t find his why in a boardroom or a sales training seminar. He found it at home - watching his parents struggle with impossible choices when his father’s medication cost more than their mortgage. He saw firsthand what happens when benefits fall short. He saw the crushing weight of financial stress. He saw the fear of running out of options. That experience didn’t just shape him - it became his why.
It’s why he designs benefits programs that actually serve people, not just the spreadsheets. It’s why passion and purpose drive his formula for growth. And it’s why when Lester tells his story, people lean in. Because it’s not theory - it’s lived truth.
Here’s the reality: people don’t buy what you sell. They buy why you sell it. Clients want to know if you care, if you’ve been in the trenches, if you understand what it feels like to be on the other side of the table. When you hide your why, you strip away the most powerful differentiator you’ve got - you.
For years, Lester kept his story private. He thought it was too personal, too raw, too heavy for the professional world. Then he started sharing it from the stage. And that changed everything. His business doubled. His voice carried further. His why became his superpower.
The same can be true for you. If you’re brave enough to share the real reason you do this work - the thing that keeps you showing up when it’s hard - you’ll stop sounding like everyone else. You’ll stop competing on price and start connecting on purpose.
Because when you make your why visible, your clients see it, feel it, and trust it. And trust is the currency that moves this business.
So, here’s the challenge: stop burying your why. Start sharing it. You’ll be surprised how many doors it opens.