Let’s face it—if you’re running an agency, you’ve got one goal in mind:
Growth.
And to grow, you need more than warm bodies. You need motivated producers. But here’s the truth no one wants to say out loud:
Most producers live in the bottom 80%—and they’re not moving.
Why?
Because they’re not motivated.
Not really.
The Hard Truth About Motivation
There are two types of motivation: extrinsic and intrinsic.
Extrinsic motivation comes from the outside—fun competitions, sales contests, fear of losing their job, bonuses, recognition. These are all built by culture. You set the rules. You create the reward system. And if you do it right, it works. Temporarily.
But if you want long-term, fire-in-the-belly performance, you need to go deeper.
That’s where intrinsic motivation comes in. It’s internal. Personal. Unshakable.
And the key to unlocking it is perspective.
“How much money will I have to make and save to take care of those most important to me?”
Until a producer is asking themselves that question—daily—you’ll never see true, lasting performance.
The Problem with the Bottom 80%
If your producers are floating through life, divorced a few times, rocking Birkenstocks and blowing off steam at some club—you’re not running an agency. You’re running a commune.
Harsh?
Sure.
But unless your team is made up of mature, grounded, intelligent professionals—people who actually want to provide for their families—you’re wasting your time trying to motivate them.
The real challenge isn’t hiring talent. It’s helping them vividly comprehend that their future is being created today.
Not tomorrow. Not next year. Today.
And their future lifestyle will be in direct proportion to how much they save and grow in the next 20 years.
Creating Real Perspective: The Math Class Lesson
Ever talk to a 16-year-old who’s flunking math and says:
“I want to be a radio broadcaster—why do I need this stupid math class?”
What they’re really asking is: “What does this have to do with my life?”
That’s your producer. Right now.
And your job?
To connect the dots for them.
Step 1: “If you don’t make good grades, you won’t have to worry about being a broadcaster—unless you plan to podcast for free.”
Good grades → good college → good job → real paycheck.
Step 2: Show them how math connects to broadcasting. Time management. Segment planning. Advertising metrics. Audience reach. It’s all math.
Now… flip it back to your producers.
You’ve got a licensed professional who still thinks prospecting, selling, growing their book, saving money, and building for retirement is a waste of time.
They think preparing for the future is stupid.
But here’s what’s really stupid…
The High Cost of Not Motivating Producers
Thinking Social Security, Medicare, and Medicaid will fund their retirement.
Hoping their kids will magically afford college without loans.
Watching their 16-year-old drive a rent-a-wreck because they couldn’t afford a decent car.
Charging their daughter’s wedding to an Amex and paying 18% interest for the next 12 months—barely making minimum payments.
If they don’t wake up, that’s their future.
And if you don’t help them see it now, you’ll both pay for it later.
Your Move, Leader
Motivating the bottom 80% isn’t about more contests or pep talks.
It’s about helping them connect the dots between today’s effort and tomorrow’s lifestyle.
Build the environment. Cast the vision. Drive the urgency.
And watch the bottom 80% start acting like the top 20%.
Because if they don’t… you’re not running an agency.
You’re running a rescue mission.
