When I made the decision to join the life insurance career as an advisor more than 35 years ago, not everyone around me was enthusiastic. My beloved sister, in particular, expressed deep concern. She looked at the compensation model, based largely on results, and worried it was far too risky. Her words still echo in my memory: “What if?”

Her worry came from a place of sincerity. She wanted the best for me and feared the uncertainty that came with a commission-based career. But instead of discouraging me, her concern motivated me to succeed. Years later, she was overjoyed to see my accomplishments and continues, even now, to congratulate me on milestones in my career.

Others around me had mixed reactions as well. Some friends and former colleagues, misinformed about the profession, were skeptical of my choice. At the same time, others offered genuine support. In the end, I decided to block out the noise and focus on one thing: service.

That tunnel vision served me well. In my very first year, I not only gained traction but achieved remarkable success, qualifying for one of the industry’s most prestigious honors, the Million Dollar Round Table (MDRT). A feat repeated on multiple occasions.

Discovering the Reticular Activating System

Years later, I came across the concept of the reticular activating system (RAS), a network of neurons in the brainstem that plays a powerful role in attention and focus. In simple terms, the RAS acts as a filter, deciding which information gets through to your conscious mind and which gets ignored.

Think of it this way: have you ever bought a new car and suddenly noticed the same make and model everywhere you go? That’s your RAS at work. Once your brain identifies something as important, it begins tuning in to related signals all around you.

For me, this realization explained much of what I had already experienced in my early success. Once I set clear intentions to serve and succeed, my RAS began guiding me toward opportunities that aligned with those goals.

How the RAS Works in Prospecting

In the early days, I might have walked past dozens of potential prospects without a second thought. But once I was focused on service and success, my RAS helped me:
• Pick up on subtle cues in conversations that pointed to financial needs.
• Notice life transitions, marriages, new homes, children, retirements, that often signaled the need for life insurance solutions.
• Connect dots more quickly, recognizing where I could bring value before prospects even realized it themselves.

Instead of being consumed by the “what ifs,” I reframed the question: What if I trained my mind to see what others missed? That shift, powered by the RAS, became one of the most valuable tools in my career.

Practical Takeaways for Advisors

The RAS is not just theory, it can be trained. Here are some simple ways life insurance advisors (or anyone in sales) can put it to work:
1. Set Clear Daily Goals – Write down your prospecting intentions each day. The act of focusing primes your RAS to spot opportunities.
2. Visualize Your Ideal Client – Know the life stage, needs, and concerns of those you best serve. Your brain will begin noticing them in real life.
3. Listen for Life Events – Pay attention in casual conversations for milestones like weddings, births, job changes, or retirements, each is a natural doorway for discussion.
4. Affirm Service Over Sales – Remind yourself that your role is to help, not to sell. This shifts your mental focus toward genuinely spotting needs.

From Risk to Reward

Looking back, I see now that my sister’s concerns, and even my friends’ doubts, were natural. The risk was real, but so was the reward. By harnessing both mindset and the science of the brain, I turned uncertainty into purpose and possibility.

After decades of growth, service, and leadership, I eventually retired from my role as a Branch Manager, a career that began with questions of “what if?” and ended with the fulfillment of “what’s possible.”

Today, through my work with Plan for Purpose, I help individuals and families align their financial decisions with their values, design purpose-driven retirements, and build legacies that endure. If you’re seeking guidance to navigate your own journey of security, fulfillment, and impact, I invite you to connect with us at https://planforpurpose.com/ Also purchase a copy of our book “More Than Just A Payout: How Life Insurance Builds Security and Opportunity” @ https://a.co/d/eAEQe78

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