How Bill Johnson Grew Liberty to $240 Million in Revenue Without Private Equity

Bill [0:00:00]: When I started to think about the business, I realized that this is a people business, the assets of the business walking and out of the door every night.

Bill [0:00:08]: And so this is a culture play.

Bill [0:00:10]: This is about creating environment where people wanna be.

Callan [0:00:17]: Welcome to The Insurance Growth Lab, where we go deep on the growth campaigns and strategies driving real results in the insurance and...

Callan [0:00:24]: Street.

Callan [0:00:25]: I´m Callan Harrington founder Flashgrowth and in each episode, I sit down with marketing and growth leaders from carriers and shirt tech and top brokers to break down one specific initiative, whether it's how they marketed a product, scale a channel or solve a specific growth challenge.

Callan [0:00:42]: It's no fluff, just tactical insights you can apply in your own company.

Callan [0:00:46]: Bill, you have one of the most interesting careers within the insurance space that I've came across, and I've talked to a pretty good amount of people across the space.

Callan [0:01:01]: So to kick this off, I've heard you say before that the universe interesting sometimes gives you a push.

Callan [0:01:09]: And what does that mean to you?

Bill [0:01:11]: Well, I think the signs are constant that the universe is c creating with you.

Bill [0:01:18]: I believe that, and I was just talking to one of my associates today and we're talking about how, you know, first of, like, throws little pebble at you, And if that doesn't get your attention, it'll throw a rock, and then we'll throw a brick, and then, you'll get buried by a landslide.

Bill [0:01:33]: If you keep ignoring the signs.

Bill [0:01:34]: So, Yeah.

Bill [0:01:36]: I I I try to be mindful of, what the universe is trying to tell me in any given moment.

Callan [0:01:42]: You know, I've heard you share this great story.

Callan [0:01:44]: And I, and if you could walk us through it now, that would be amazing about when the universe gave you a push.

Callan [0:01:49]: When you almost sold the agency.

Callan [0:01:52]: Can you walk us through that?

Bill [0:01:54]: Yeah.

Bill [0:01:54]: I mean, this was years ago, this was the early two thousands, and I had started the agency from scratch, just with, you know, with a desk in a phone and...

Bill [0:02:03]: I built it up slowly brick by brick, and, you know, I lifted my head up after a few years, and, you know I had a nice little business, so we're doing about three million year of revenue, and I was, you know, I was growing, and I was making good money and Just kinda lifted my head up and I thought, you know, okay.

Bill [0:02:21]: Is this it?

Bill [0:02:22]: What else is there life, am I just gonna continue on this path or is there something more?

Bill [0:02:27]: And and as I looked around the landscape for, you know, role models in the insurance industry?

Bill [0:02:33]: I saw a lot of pasty guys like me, playing golf three days a week, you know, just seem like they weren't living with a lot of passion and and I just thought, you know, when I get into my fifties.

Bill [0:02:44]: This was years ago.

Bill [0:02:46]: You and I wanna be getting out of bed with passion every everyday because Love what I do.

Bill [0:02:49]: And and so for me, that meant that it needed to have a creative component to it because I like to use the business side of my brain and, that creative side of my brain.

Bill [0:02:57]: And so you know, at that point in my life, living in La that translated into you know, doing that traditional insurance broker to film producer transition.

Callan [0:03:09]: Yeah yep

Bill [0:03:10]: Yep.

Bill [0:03:10]: I didn't know anybody in the film business.

Bill [0:03:12]: I didn't know anything about it, but I just started and jumped in the pool and started splashing around trying to figure it out, and I went through this period where I was, like, going into my insurance office every day, but I was spending a good portion of my time trying to figure out how to get a movie made.

Bill [0:03:29]: I bought a book on screen writing and I when I wrote a script, and then I decided to direct this little low budget movie, and that was my film school, and I learned two things through that process.

Bill [0:03:40]: I learned that I didn't wanna be a writer, and I didn't wanna be a director.

Bill [0:03:44]: Writing is a lifestyle.

Bill [0:03:46]: It's a very solitary lifestyle, and, I'm too social for that and directing is an obsession with detail, and the truth is I'm more of a big picture person, and so that's producing.

Bill [0:03:57]: And so I started to head down the path with producing.

Bill [0:04:00]: But, anyway to get back to your question, you know, I had this period where I would had one foot in two counts.

Bill [0:04:07]: And what I started to notice was that my insurance business, which had always been, you know, going like this, it started to sort of level off, and then it started to get a little bumpy, little shaky.

Bill [0:04:17]: As I was putting less and less of my personal attention into the business and putting more of my attention into the movie business.

Bill [0:04:25]: And so I just thought, you know, I think I need to help both feed in one place.

Bill [0:04:30]: And so I thought about it.

Bill [0:04:32]: And I go, I and I said, you know what I think I'm gonna sell the insurance business, and jump in with both feeds into the movie business and see what happens.

Bill [0:04:39]: And and so anyway, I went through a process, and I found a buyer and we worked out a deal and right as I was getting ready to hand over the keys.

Bill [0:04:48]: I think Actually already signed the deal but I haven't actually let handed it over the keys yet.

Bill [0:04:54]: And I decided to take a weekend, and I drove to this hotel on the beach in Southern California, and I just spent the weekend by myself just walking along the beach just pondering deeply this question of, you know, do I really wanna sell this business.

Bill [0:05:10]: And I came back at the end of the week weekend and I had decided to know.

Bill [0:05:14]: I don't wanna sell the business?

Bill [0:05:15]: I I wanna keep it, and I wanna keep trying to go down the path and and going down and I went back into my office monday morning, and I picked up a phone, and I called the buyer, and I said, hey, man.

Bill [0:05:26]: I I'm really sorry, but I thought about it, and I'm not ready to sell this business.

Bill [0:05:31]: And I thought he would understand in my knee today, but He said, screw you I'll sue you.

Bill [0:05:37]: And and I called up my lawyer, and I told him, and and he said, Bill, you know, you've gotta go through with this.

Bill [0:05:44]: Otherwise, you're just gonna spend all your money giving it to me and you're still gonna lose and you're gonna lose your business and the money.

Bill [0:05:51]: And so I went forward.

Bill [0:05:52]: That, you know, the universe forced me to go forward with the plan, which was the right thing.

Bill [0:05:59]: Oh, what ended up happening which actually ended up being the best part for me, and the ultimate right path was when I step back, and I thought about my three million dollar brokerage, I realized that.

Bill [0:06:14]: And this was again years ago It was a different landscape a different time, but I had my commercial lines business, and I had my personal lines business.

Bill [0:06:21]: And with my commercial lines business, I was constantly dealing with producers and and their egos and their difficulty and trying to keep them happy and trying to, you know, keep them on board in my small agency, which is tough.

Bill [0:06:38]: And and then meanwhile I had this little personal lines operation over here, which was may about a third of the business.

Bill [0:06:45]: I don't know, thirty percent of the business.

Bill [0:06:47]: Mh.

Bill [0:06:48]: But that just ram like a top, and there was, like, no headaches and it made money.

Bill [0:06:52]: And, of course, you know, and the insurance business, most people, value commercial lines that's sort given higher regard than personal lines.

Bill [0:07:01]: And so I called up the buyer and I said, hey, how would you feel about carving out the personal lines and just buying the commercial lines, and then I would keep that and I would have a restrictive period where I couldn't go back in commercial lines.

Bill [0:07:15]: So I think I don't know what we agreed to four or five years or something like that.

Bill [0:07:18]: But I would still have a business and he agreed.

Bill [0:07:21]: And so, That's when up happening.

Bill [0:07:24]: And so I got a chunk of cash, and and I got my freedom, and I handed over the smaller business that was easier to manage to a buddy of mine who, wasn't from the insurance business, but Know, I knew I could trust him, and I taught him what he needed to know, and he took over the reins of the business.

Bill [0:07:41]: And so I moved forward from there.

Bill [0:07:44]: I was able to jump in with both feet into the phone business, and I had some, you know, money in the in the bank account and and I still had a business that, you know, as it turns out years later I would return to.

Callan [0:07:56]: That is super interesting for a million reasons.

Callan [0:08:00]: But one of the things that...

Callan [0:08:02]: What I'm really curious about is...

Callan [0:08:05]: And so you kinda got this pushed from the universe that you wanted to keep this agency.

Callan [0:08:09]: And you originally wanted to sell it because you wanted to go all in on one thing.

Callan [0:08:14]: And in this thing that was kinda pulling you towards it was the film business.

Callan [0:08:19]: With hiring a operator on the personal lines business, did you find...

Callan [0:08:27]: I mean, it sounds like you did, but Did you find that that was enough to prevent you from...

Callan [0:08:33]: You know, you had two feet in, but it...

Callan [0:08:35]: You could always take a foot out, put the foot in the other door.

Callan [0:08:38]: How did you actually make sure that you d your energy from the insurance agency and put that all towards film.

Callan [0:08:48]: Because I mean, we're we'll talk about this a little bit but, like, you went on to do thirty plus films, you did films with Brad Pitt, Tom Hanks, a number of major actors and actresses, It had a lot of successful films at that.

Callan [0:09:01]: How did you do that?

Callan [0:09:02]: How did you make sure...

Callan [0:09:03]: How did you keep yourself from going back and forth on these.

Bill [0:09:09]: Yeah.

Bill [0:09:09]: Well, you know, yeah.

Bill [0:09:10]: Because sometimes they say burn the bridges.

Bill [0:09:11]: Right?

Bill [0:09:12]: You have to burn ships.

Callan [0:09:14]: Yeah.

Callan [0:09:14]: Sorry.

Bill [0:09:15]: I don't think that was the case.

Bill [0:09:16]: That wasn't the case for me.

Bill [0:09:17]: I I was able...

Bill [0:09:18]: You know, this smaller business was stable.

Bill [0:09:22]: I had more of a financial safety than that because of the money that I gotten and so I felt comfortable and free to make that full leap.

Bill [0:09:31]: And the rewarded me because it was very shortly thereafter that I got my first real movie off the ground.

Bill [0:09:39]: You know, I've been working for a while, but I was just hitting roadblocks and trying to get my first real movie made beyond my, you know, little film that, you know, I made, you know, I was like, my film school and I got this movie with Ryan Reynolds made called just Friends.

Bill [0:09:53]: So which a lot of people know a funny movie.

Callan [0:09:56]: Yeah yeah.

Bill [0:09:57]: But, yeah.

Bill [0:09:57]: I...

Bill [0:09:57]: Once just somehow energetically.

Bill [0:09:59]: Once I was able to really jump in with both feed things started to unfold.

Callan [0:10:04]: That is super interesting.

Callan [0:10:05]: And look, it obviously, was the right decision.

Callan [0:10:08]: You know, today, Liberty is over nine hundred people, two hundred and forty million dollars in revenue.

Callan [0:10:13]: Number twenty eight on the insurance journal, top one hundred, You did all this also with zero private equity dollars.

Callan [0:10:19]: And as we already discussed, you did thirty plus films in that stretch.

Callan [0:10:23]: You know, what I really wanna dive into is kind of this newer growth.

Bill [0:10:27]: I don't

Callan [0:10:27]: wanna say newer, but, you know, you did a lot of acquisitions, and you specifically got away from that.

Callan [0:10:31]: And you've always had good organic growth and in in which we had talked about.

Callan [0:10:36]: So I wanna dive into those before I do, what made you go back?

Callan [0:10:40]: Was it that you scratched this creative itch?

Callan [0:10:43]: And I know I've heard you say that the film industry is very transit.

Callan [0:10:47]: If say, once you wrap up a film, everybody kinda goes their own way, but what was it that specifically that was, like, I gotta go back.

Callan [0:10:55]: And I'm gonna do this.

Callan [0:10:56]: And also, it's like, what...

Callan [0:10:57]: What did you wanna do differently than what you had done before to scratch whatever that it was?

Bill [0:11:03]: Yeah.

Bill [0:11:03]: Well, you know, I went the film business because I wanted to express my creativity ultimately, and I have a...

Bill [0:11:10]: Creative edge to scratch.

Bill [0:11:12]: And I...

Bill [0:11:13]: But, you know, I I think through the journey, I realized that what you do is not define your creativity or your creative ability or your ability to, you know, express yourself creatively you don't have to be a painter or a singer or film producer.

Bill [0:11:31]: You know, I love that oscar wild quote, my greatest work of art is the way live my life.

Bill [0:11:36]: Your life is your creative expression.

Bill [0:11:38]: It is your art form I love to compare it to, you know, a sculpture.

Bill [0:11:45]: You know, we're all sculpt.

Bill [0:11:46]: We're sculpting our life.

Bill [0:11:48]: We're sculpting our experience.

Bill [0:11:50]: We're constantly making refinements to the way that we live our life.

Bill [0:11:55]: The way that we show up in the world, the person that we are, how we present ourselves, how we express our work.

Bill [0:12:01]: And we're all ultimately creative beings, you know, at the company I like to say, you know, we're all c creators together.

Bill [0:12:07]: We are.

Bill [0:12:08]: We're c creating the this organization together.

Bill [0:12:11]: You know, once I came to that realization, then it really became a community because I just realized that ultimately what gives me the most happiness is community.

Bill [0:12:25]: And, you know, we're social creatures by nature, you know, the worst thing that could happen to someone was that they would be kicked out of the community because that would be like, a death sentence And I remember hearing Bill Clinton speak one time and he was saying, the most successful creatures ever on planet Earth, are humans and ants, and that's because they have the most cooperation and community.

Bill [0:12:47]: And as you touched on the film business is transit by nature in comparison to this business, which is a community of people it's a community of long term relationships and ultimately, that's where I found the most happiness and deep satisfaction, and my life is giving service to a community giving service.

Bill [0:13:10]: And so that's ultimately me what drew me back in to Liberty was the opportunity to give service to this community of people called Liberty.

Callan [0:13:19]: When you got back into Liberty.

Callan [0:13:21]: And you mentioned before, you know, you got it to three million, and it was a good business, but you started to go up and then it started to level off.

Callan [0:13:30]: What was the catalyst?

Callan [0:13:32]: In the second act, which...

Callan [0:13:35]: Like, what were you doing to really grow it?

Callan [0:13:38]: Because you've had it's pretty well.

Callan [0:13:39]: No.

Callan [0:13:39]: Liberty had some unbelievable.

Callan [0:13:41]: The growth within Liberty as a whole is pretty incredible, especially, again, without private equity.

Callan [0:13:47]: What was the catalyst to that?

Callan [0:13:50]: What changed that just caused the rockets ship to take off?

Bill [0:13:55]: Well, yeah.

Bill [0:13:55]: I mean, when I came back in the business about seven and a half years ago, we were at about eleven million in revenue at that time and When I started to think about the business, I realized that this is a people business, the assets of the business walking and out of the door every night.

Bill [0:14:10]: And so this is a culture play.

Bill [0:14:12]: This is about creating an environment where people wanna be.

Bill [0:14:16]: And so I started to think a lot about that word culture and what it means and everybody's got a great culture, but, okay.

Bill [0:14:24]: What is it?

Bill [0:14:24]: What is culture And ultimately, I believe culture is a feeling culture is.

Bill [0:14:28]: How it feels to be in the organization in the environment with the people.

Bill [0:14:32]: And and so then I was like, okay.

Bill [0:14:34]: Well, where does that feeling come from?

Bill [0:14:37]: And I realized the foundation of that feeling is in the company's mission statement and its core values.

Bill [0:14:41]: And we had a mission statement and core values at the time when I came back into the business and, like, a lot of companies.

Bill [0:14:48]: It was words on a brochure somewhere.

Bill [0:14:51]: I couldn't remember the mission statement.

Bill [0:14:52]: We had a management meeting one day.

Bill [0:14:54]: I was like, I had a curiosity, who knows a mission statement, and nobody else annuity either, of course.

Bill [0:14:59]: And I realize that these things only have meaning if they actually are present in the environment, if people actually are aware of them if they're actually part of the language of the company part of the fabric of the company of how we behave, how we treat each other every day, How we speak to one another.

Bill [0:15:19]: And so it's...

Bill [0:15:21]: You know, a business is a living organism living organism of humans.

Bill [0:15:25]: And so how do you really make that more than just words on a brochure that was, you know, what I started to think about.

Callan [0:15:34]: So I'd love to get into the weeds on that.

Callan [0:15:36]: But I'm gonna...

Callan [0:15:36]: If I'm listening it.

Callan [0:15:38]: I'm gonna say, I actually agree with everything that you just said.

Callan [0:15:40]: But if I'm listening to this that I'm skeptical, and I think, okay.

Callan [0:15:44]: That sounds great.

Callan [0:15:45]: I think it's pretty well documented that a culture it gets everybody rowing into the same direction, people tend to work harder.

Callan [0:15:52]: It's more meaningful.

Callan [0:15:53]: How did that lead to the growth?

Callan [0:15:57]: Was it in the decision making that everybody had?

Callan [0:16:00]: Was it in the effort that they put towards the business?

Callan [0:16:03]: What was it about that that led to the real growth of the business?

Bill [0:16:09]: We started track talent is very simple.

Bill [0:16:10]: You know, this industry is about talent.

Bill [0:16:14]: And where people wanna be.

Bill [0:16:16]: And as we started to talk to more and more people, we started to realize, oh wow.

Bill [0:16:22]: There's a lot of dysfunctional cultures out there in this industry, and there was a lot of people, and there remains to be a lot of people who are looking for something different.

Bill [0:16:30]: They're looking for an environment that feels good that is a pleasure to be in that is a space where there's opportunity for them to express their creativity and express their entrepreneurial drive and desires.

Bill [0:16:45]: And there's a sea of talent in this industry.

Bill [0:16:47]: It's a massive industry.

Bill [0:16:49]: But there was an opportunity for us to attract talent and that and it was that foundation of creating an environment did that felt different?

Callan [0:16:59]: I really would have dive into the town piece in particular.

Callan [0:17:02]: So that makes total sense.

Callan [0:17:02]: So if far I'm here you say is when we change the culture that changed the talent we're able to bring in the talent just performed at a really high level.

Callan [0:17:10]: Because this is such a people heavy business and it relies on really good people, the better people that you have, the better your business are gonna do.

Callan [0:17:18]: Is that correct?

Bill [0:17:20]: Yeah.

Bill [0:17:20]: I mean, you know, you...

Bill [0:17:21]: I always just thought about it as, like, wanting to create an entrepreneurial platform for entrepreneurs to be able to come and create and be entrepreneurial.

Bill [0:17:30]: And so that's our job.

Callan [0:17:34]: So I'd love to kinda dive into this...

Callan [0:17:37]: I wanna dive into all these call elements because you guys do some really unique things in just the research I had, and I'm excited to hear it.

Callan [0:17:43]: We talked about before the show.

Callan [0:17:45]: What makes this really interesting to me is the whole thing that I wanted to dive into was your M and A strategy.

Callan [0:17:50]: And the first thing that you said was, we got away from that.

Callan [0:17:53]: Meaning this this recent growth, which is some of the highest growth years that, well, I should say, probably not some of the highest growth years that you had, but you're growing it...

Callan [0:18:02]: You're on track to go twenty five percent already this year.

Bill [0:18:06]: That's That's.

Bill [0:18:07]: And and that's incredible growth.

Bill [0:18:08]: That's mostly organic.

Bill [0:18:09]: Yeah.

Callan [0:18:10]: That's mostly organic.

Callan [0:18:11]: Okay.

Callan [0:18:11]: One, that's crazy.

Callan [0:18:12]: And that size that is a very high number.

Callan [0:18:15]: Where are you finding?

Callan [0:18:17]: What is your process for recruiting.

Callan [0:18:20]: How are you attracting this talent?

Callan [0:18:21]: Is this talent that you are pulling directly out of college?

Callan [0:18:24]: You're pulling from other industries?

Callan [0:18:26]: So you're getting career changers?

Callan [0:18:28]: Is this people that you're pulling from the industry itself?

Callan [0:18:31]: What does that look like?

Bill [0:18:33]: Yeah.

Bill [0:18:33]: We're all the above.

Bill [0:18:34]: We're mostly, you know, pulling a lot of people from within the industry at different stages of of their career.

Bill [0:18:40]: And, you know, we have a team that recruits, and we have recruiter...

Bill [0:18:44]: We have relationships with recruiters that bring people to us and as we have gone down the road, you know, our reputation expands, and, you know, we have people approaching us and inquiring and having curiosity to learn more and, you know, it's been a virtuous cycle as they say, Okay.

Bill [0:19:02]: Let's get to

Callan [0:19:03]: the weeds on the culture piece.

Callan [0:19:04]: So there's your industry people.

Callan [0:19:05]: They've obviously been at different places.

Callan [0:19:07]: What is it that Liberty is doing that others are not that's making it so attractive for them to come to Liberty.

Callan [0:19:14]: Those are my words out here Also.

Callan [0:19:16]: I should I should say.

Bill [0:19:19]: Yeah.

Bill [0:19:19]: I mean, you know, I think it really kind of boils down to a couple things.

Bill [0:19:24]: Number one, we're uniquely positioned as a broker of scale that is privately held.

Bill [0:19:30]: There's no Pe money.

Bill [0:19:32]: There's no Pe grind.

Bill [0:19:33]: There's no public money.

Bill [0:19:34]: There's no public grind.

Bill [0:19:35]: And a lot of people have been in those environments, and did not enjoy those experiences, and a lot of the producers.

Bill [0:19:43]: That, you know, I've spoken to.

Bill [0:19:45]: Said, you know, my best days when I was at that great regional firm that was privately held and it felt like a family, and, you know, I just loved it.

Bill [0:19:54]: I loved working there.

Bill [0:19:55]: I love being in that environment.

Bill [0:19:56]: And, you know, and so that's really how we're positioned right now.

Bill [0:20:00]: We're larger than one of those regional firms.

Bill [0:20:03]: But it's the same kind of environment, and there's only, you know, a couple firms that are in that category in, you know, in the top forty brokers in the world you know, one of them, you know, being locked in, which helps know the top ten and they're obviously a gigantic firm, and they've been able to navigate that path to where they are, but it's pretty rare.

Bill [0:20:24]: So that's number one.

Bill [0:20:25]: And then number two comes back to the culture.

Bill [0:20:27]: Right?

Bill [0:20:27]: And it's funny Like, Whenever I talk to the finance people is such an interesting conversation around culture because you can't put it on this...

Bill [0:20:37]: A balance sheet, you can't put it on the spreadsheet.

Bill [0:20:39]: It's a feeling.

Bill [0:20:39]: It's ether, but it's real.

Bill [0:20:41]: And so, you know, we have created a unique and differentiated culture that just feels different, and it's a different environment, and that is attractive, and that's attracts people.

Callan [0:20:53]: Can you walk us through?

Callan [0:20:54]: What are some in the details and the weeds, examples of that culture and what makes that unique?

Bill [0:21:00]: Well, I mean, I think the foundation of it is really philosophy.

Bill [0:21:04]: And I like to just remember I like to remind myself constantly that the truth is, you know, we only get a short walk on this planet, and, you know, life is short and making money is great and I love to make money, and I love to see people make money, but that's one part of the equation.

Bill [0:21:25]: And the fact is we're dedicating our lives to this work that we do.

Bill [0:21:30]: It takes up the majority of our life, and it's where we express ourselves.

Bill [0:21:36]: It's where we express our energy.

Bill [0:21:38]: It's where we express our creativity our passions.

Bill [0:21:40]: Hopefully, and if you're not expressing your passions, and you're not living in your passion, and you should probably figure out something else to do, you know, is what I believe.

Bill [0:21:48]: And so I always wanna be mindful of that.

Bill [0:21:50]: I always wanna be mindful of helping people find what it is that they love to do.

Bill [0:21:57]: We love our acronyms at Liberty, one of them is something we call H, highest and best use.

Bill [0:22:02]: And that's another way of saying do what you love.

Bill [0:22:05]: You know?

Bill [0:22:05]: And so, you know, we're always encouraging people like, well, you know, forget what you can or can't do or what's gonna be the best fragile.

Bill [0:22:12]: What do you love to do?

Bill [0:22:13]: Because that's gonna typically be your best path for both just your happiness, which is the most important thing, but also, probably your career success as well.

Bill [0:22:23]: And, you know, there's another acronym that I love to talk about which are my I...

Bill [0:22:28]: It's a joke, but I I so remember to do your job.

Bill [0:22:31]: Mh.

Bill [0:22:31]: And job, J O B stands for joy of being and the idea is that the first and most important thing Each of us can do each day just to put ourselves into a state of feeling good.

Bill [0:22:41]: And then we can share those good feelings outward, you know, first with our friends, our family, our c, the people closest to us and then further outward from there to clients carriers, vendors, the whole community.

Bill [0:22:54]: And so I want people to be healthier and happier and provide an entrepreneurial platform.

Bill [0:23:00]: That's the goal of the company.

Bill [0:23:02]: And so how do we do that?

Bill [0:23:05]: I hired a chief wellness officer, named Anthony D.

Bill [0:23:08]: He's an amazing guy.

Bill [0:23:10]: Very interesting background.

Bill [0:23:12]: He's spent years studying different forms of psychology like Neuro Linguistic programming, but he's also spent a lot of time in the jungle doing plant medicine work.

Bill [0:23:21]: He's a gifted healer He's gifted at identifying and helping people release traumas, and we're all traumatized in different ways into different degrees.

Bill [0:23:30]: And so we want to help our people be healthier and happier and to move through their days in that way from that place.

Bill [0:23:39]: And so, you know, some of the other things that we do that are different, you know, like, I regularly lead meditations for the company, and, you know, twenty minute meditations and on a Friday, I'll lead a meditation, usually, you know, once or twice a month, and it's amazing how many people will show up.

Bill [0:23:59]: And I remember when I first started this, when I first came back into the business and that was something that I just wanted to share, and I remember I sent an email out to one of our offices, and I said, hey, I'm gonna be in on Friday, and I'm gonna lead a meditation if anybody is interested in attending, and You know, I didn't know if anybody was...

Bill [0:24:19]: You think I was just a cook or what, but I just figured you know, I wanted to put it out there and so people came, and I led this meditation, and then I did another one and and more people came.

Bill [0:24:29]: And I realized that there was a curiosity even amongst, you know, you know, rank and file, you know, account manager, somebody who'd never meditate before been exposed to it.

Bill [0:24:41]: There was a curiosity there was an interest.

Bill [0:24:43]: And so then I went to another office and did that But then I quickly realized like, oh, man, I can't get around all these offices and do this and still do my job.

Bill [0:24:52]: And then the pandemic hit, that was one of the big blessings the pandemic for me was I realized I can take this online.

Bill [0:24:59]: I could do it virtually.

Bill [0:25:00]: And so now will have a hundred and a hundred and fifty people show up for a Friday meditation live, and then others will watch the recording later.

Bill [0:25:09]: And so I think that speaks a lot to our culture and the kind of people that we have and the kind of people that we've attracted.

Bill [0:25:16]: But also just an example of some of the things that we do to, you know, ultimately show we care.

Bill [0:25:22]: And it's something a little different when it's a CEO doing it, then when they're like, you know, you're bringing in some outside person to lead a meditation or whatever Not that many companies are doing that either.

Bill [0:25:34]: But...

Bill [0:25:34]: Yeah.

Bill [0:25:34]: And so anyway, you know, and then we also do these talks.

Bill [0:25:37]: We call them twenty minutes on cultivating Radiant health.

Bill [0:25:40]: Those are c hosted by Anthony and myself, and we'll have thought leaders come on and talk about things like sleep and stress and gut health and HR and and all sorts of, you know, things about different strategies about how to be healthier.

Bill [0:25:57]: Another thing that I I think is really special that we do is what we call our dream circle initiative, and that's groups of ten to twelve people that meet once a month under the leadership of, Anthony, the guidance of Anthony.

Bill [0:26:11]: And the stated purpose of the dream circle is number one, to, a foster connection.

Bill [0:26:16]: But number two to talk about what our dream life looks like both personally and professionally and and how to support each other toward creating that.

Bill [0:26:25]: And so you know, we've had incredible stories come out in these dream circles of people, you know, losing weight, quitting smoking, getting off prescription medications, you know, healing family relationships, finding their true purpose and passion and You know, I get these emails from people constantly, you know, thanking me for some of these initiatives thanking me for...

Bill [0:26:45]: They thank me for the culture, and And I just remind them that, you know, maybe I inspired it, but, you know, we all...

Bill [0:26:53]: Created together.

Bill [0:26:53]: This culture is not something that anybody is responsible.

Bill [0:26:56]: You know, it's not like, hey, management gotta do a better job of, you know, the culture at the company.

Bill [0:27:01]: It's like, the culture is a living breathing organism.

Bill [0:27:04]: It's a c creation of all of us.

Bill [0:27:07]: And so if we have a great culture, it's because all of us are showing up in a way that feels good and that creates something that feels special.

Callan [0:27:15]: You know, when I hear that.

Callan [0:27:17]: And, you know, you made fun of yourself a little bit, say, like, as this guy crazy, I say this because you know, I've meditate for years.

Callan [0:27:25]: I've listened to...

Callan [0:27:26]: I probably spent too much time of my life listening to Hub Man lab episodes.

Callan [0:27:30]: And so I do all the things.

Callan [0:27:32]: Right?

Callan [0:27:32]: Now, I do all these things.

Callan [0:27:34]: When I start telling some of my closest friends about all this.

Callan [0:27:38]: It's immediately, dude, I can't listen to anymore.

Callan [0:27:41]: I say this from the perspective of, are you trying to create this call away that it tracks?

Callan [0:27:48]: The people that you want and repel the people that don't fit that culture?

Callan [0:27:54]: Not necessarily Mean, like you're trying to get rid of the people that don't fit that culture, but are you trying to attract the people that fit said culture or is it that you wanna find the best talent possible and you feel confident that even though this is gonna be different from what they're used to, there's probably something in that recruiting process gets them open to this to come in, and then you know, they flourish us under their culture.

Callan [0:28:22]: Or is this something totally different?

Bill [0:28:24]: Yeah.

Bill [0:28:24]: I mean, I think the way that I would answer that.

Bill [0:28:26]: Their question is, I am wanting to cultivate authenticity.

Bill [0:28:30]: You know, it said that...

Bill [0:28:32]: The highest vibration is not love.

Bill [0:28:35]: Its authenticity when people are being their true authentic selves.

Bill [0:28:39]: And so I think what I would love to think about Liberty as standing for is a place where people can be themselves, and I've had people say that to me.

Bill [0:28:47]: I feel like I can be myself here.

Bill [0:28:49]: And to me, that's, like, one of the highest compliments that anybody could say.

Bill [0:28:53]: And so, you know, these things that I touched on, those are offerings, and maybe it resonates maybe it doesn't.

Bill [0:29:01]: You know, if it's of interest, it's there for you.

Bill [0:29:04]: If it's not, nope all good.

Bill [0:29:07]: But if this can be a place where people can show up and really be their authentic self, then I think we've made something special.

Callan [0:29:16]: When you look back at this, I should say, you know, a lot of people want to create something.

Callan [0:29:22]: Like...

Callan [0:29:23]: Because and the interesting thing is, most of the largest whether that's brokers or founders or CEOs, a lot of times it comes from the founder.

Callan [0:29:30]: But they state that it was...

Callan [0:29:33]: Once they nailed that culture, that's when things really...

Callan [0:29:37]: I don't wanna say it's necessarily when things really took off, but it's almost kinda like when it cemented the whole company.

Callan [0:29:43]: Like, it...

Callan [0:29:44]: They're all kind of foreign like...

Callan [0:29:46]: And it's one of the things that comes up more often than anything from the founders that have built a large business.

Callan [0:29:51]: Let's say large, I'll just say over a hundred million dollars in revenue.

Callan [0:29:53]: If somebody, you know, that is early on in their company want to start doing this.

Callan [0:29:59]: What is the first?

Callan [0:30:00]: Because I'm sure you've had tons of people ask you this?

Callan [0:30:02]: What's the first piece of advice that you get them?

Bill [0:30:05]: I think I would come back to that authenticity, you know, I think just being your authentic itself and letting that perm the organization that you're leading and creating.

Callan [0:30:16]: And, you know, I think the chief wellness officer is really interesting.

Callan [0:30:21]: Okay.

Callan [0:30:22]: I got a fun side.

Callan [0:30:23]: No.

Bill [0:30:24]: How did you get

Callan [0:30:25]: I mean, you're the owner, so you could probably get any of this push through that you want?

Callan [0:30:28]: What would those conversations like with the CFO for that position?

Bill [0:30:34]: Well, it was fairly early, and, you know, after I came back in the business where we're still...

Bill [0:30:39]: A pretty small company.

Bill [0:30:40]: So we didn't have a CFO at the time, and so I was just, you know, investing really my own money into something that I believed in.

Bill [0:30:47]: But, you know, I have had different people come to me along the way and suggest that that wasn't a good investment for the company and I disagree.

Callan [0:30:57]: You know what I'm curious too as well is he built the business to three million.

Callan [0:31:01]: He spent fifteen years, So you really did go both feet in.

Callan [0:31:04]: And you went fifteen years in the film industry, came back what has it been this time around that has kept you excited and in it?

Callan [0:31:15]: He probably already answered this seven hundred times, but I'm just curious to hear your answer.

Bill [0:31:20]: You know, what it's interesting.

Bill [0:31:21]: When I think about my life, you know, I think about, I've got my work, and I've got how I give service, and I've got my relationships, and I've got my family, and I've got these different areas of my life, and, you know, this goes all the way back a years ago when I started doing, like, those vision boards and vision, you know, what I want with the life I wanted to create for myself, in each area of the life, you know?

Bill [0:31:51]: And I always...

Bill [0:31:53]: How I express my creativity.

Bill [0:31:54]: And I always, like, had different areas where I would go for those things, you know, I would like why I do my work over here and I give my service over here and I have my community over here and express my creativity over here and and as I was making the decision to come back into the business and started down that path again, I quickly realized that I was bringing everything into alignment, You know, how I do my work, where I do my work, how I create abundance, how I give service, where my community is how I express my creativity all in alignment.

Bill [0:32:31]: And when you can create that in your life, whatever it is, that is a powerful place to be operating from.

Bill [0:32:37]: I was able to bring all that energy and all that alignment into manifesting this vision that I...

Bill [0:32:44]: Was contracting in my head.

Callan [0:32:47]: How did that feel?

Bill [0:32:48]: It feels good.

Bill [0:32:48]: It feels like powerful balance because usually when you're creating power, it's through narrow focus, which can often be the opposite of balance.

Bill [0:32:58]: But when you can bring it all into alignment, you have balanced and focus, and that feels like flow.

Callan [0:33:05]: Yeah.

Callan [0:33:05]: Bill, I can't imagine a better place to wrap it up than that.

Callan [0:33:09]: I appreciate sharing the full story.

Callan [0:33:11]: Again, I told you in the beginning of this.

Callan [0:33:13]: I was planning on going at a totally different direction.

Callan [0:33:15]: I'm glad we went in this direction.

Callan [0:33:17]: You have one of the most interesting cultures, one of the most interesting businesses I've seen in the insurance space.

Callan [0:33:23]: So thanks for coming on today.

Callan [0:33:24]: I really appreciate it.

Bill [0:33:26]: Thanks.

Bill [0:33:26]: I enjoyed.

Bill [0:33:26]: Appreciate your time.

Callan [0:33:28]: Absolutely.