I Wrote a Book
Introducing Two-Way Street
For years clients and peers have asked me to share with them how I got where I am.
They’ve been pushing me to write a book. People think my story is interesting and inspirational. So that’s exactly what I decided to do.
This book is scratching the itch that I never got to scratch. There wasn’t a book like this when I was young and starting out. Nothing combined the ideas, tips, or insights on business and life into one book. Some tried but they just skimmed over things at a 10,000-foot view. They hinted at the tools, but never dove in and showed how to do things from start to finish. From A to Z. How did it work for them? How did they figure it out?
I started out in the insurance business while in high school in my hometown Princeton, Wisconsin, population 1,200. I didn’t even know how to send a fax. From never getting a college degree, to being a firefighter, to starting an insurance agency at the age of 21, to setting sales records and becoming one of the largest agency owners for a Fortune 500 insurance company.
By age 32, I grew my insurance agency to be one of the largest captive insurance agencies in the country. We set the record for most life insurance policies sold in a year in American Family Insurance’s 90-year history.
We’ve been nationally recognized for our achievements and sales records. I present to business owners all over the country on ways to improve their sales, service, and overall operations.
I’ve written this book in a way I’d like to read it. I’ve shared the life stories that shaped me and that also gave me perspective. If I was starting my business out again from the start, what would I want to know? What programs, tips, or ideas would I have wanted to know before opening the doors. How would I prepare personally and mentally? How would I get ahead and then stay ahead?
I’ve always looked at owning a business as a two-way street. That means that everyone involved is equally responsible for arriving at the desired destination. Both the client and the business work together to build and grow long term relationships established in trust and respect.
These teachings and tips are relatable to anyone and any type of business. The more I share, the more likely you may find something that puts you ahead and gets you off on the right foot. Failure and falling on your face is important. Don’t forget that! Because you will, just like I did. But the more knowledge and skills you can gain, the more educated, smart risks you can take to be great.
Please use this book as a tool. Take my successes and failures and build upon them. Use my failures as a learning experience so you don’t make the same mistakes along the way.
This book isn’t just for you. This book is for my kids. This book is for my future grandkids. You will see that this book is not just about business. This book is about life. It’s about the business owner and entrepreneur as well as the person. This contains hard-hitting truths about life. Truths that you will need to know. Truths that maybe you have also experienced.
Much of what I learned throughout my life has ended up connecting like a puzzle. Life is complex, confusing, and hard, but it connects to help you both personally and professionally.
We learn from those that came before us. We learn from those who have run the race. I’m passing that on. If you have the chance, do it.
If all that follows in this book helps one person, then to me it’s a success. All the time is worth it if I can impact one person’s life. I hope that is you.
What People Are Saying
"A beautiful philosophy at the intersection of life and business. Personal lessons learned from experience, shared in a helpful way that makes you reflect on your own."
-DEREK SIVERS, Author of How to Live
"Eric succinctly lays out a road map to career and personal success in life, and it's not complicated! His story exemplifies how grit, persistence and common sense, accompanied by a vision, can lead you to achieving your dreams. An absolute must read for those who did not go to college."
-JIM JOHNSON, Executive Vice President, Oshkosh Corporation; President, Pierce Manufacturing
"Eric's stories are not only timeless but provide the reader with a fresh approach to building a family and a career. Whether it's stories about being a firefighter, what it takes to succeed in small business, or the best ways to approach customer service, Eric provides a ground level, masterfully crafted guide to those topics and so much more."
-MICHAEL ANTONELLI, Market Strategist, Baird
"We all have found books that we simply can't put down, but to have one that you don't want to end as well, now that's truly special. Mentorship in print. Eric shares his business and life journey in a simple and inspiring way. You will find yourself taking notes and having immediate useable takeaways."
-TIM M. BERGSTROM, President and CEO, Bergstrom Automotive
“For anyone looking to improve in business and life, Eric Soda shares his inspiring story and tips on how to operate a success business in this engaging inspirational book."
-Explore Authors Magazine
Acknowledgments
Writing a book is a team effort. It wouldn't have been possible without the help of countless people along the way. My thanks goes out to all the people who've helped me along this journey. Here are a few that have been particularly supportive.
To my wife Monique and kids Lexia and Brecken. Thank you for everything. You inspire me every day.
To my parents, for leading by example and always being there for me. Thank you!
To Paul Swalve and Norb Wianecki for believing in me and giving me a chance.
To my team at the agency. Thank you for all you do everyday for me and our clients. You're the best!
To Christopher Rohan, Erica Hughes, Alyssa Washington, Derek Sivers, Jim Johnson, Michael Antonelli, Tim Bergstrom and Kelly Evans who provided invaluable feedback and support to me throughout this process.
Lastly to my clients, readers of Spilled Coffee and everyone else who has ever supported or shared my work through the years, thank you. It means the world to me. I'm forever grateful.
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