Search for topics or resources
Enter your search below and hit enter or click the search icon.
Skip to main content
Who We Help & How We Do It
Who We Help & How We Do It
What We Offer
What We Offer
The Framework
What Is They Ask, You Answer?
They Ask, You Answer (TAYA) is a business philosophy created by Marcus Sheridan after he saved his pool company from the 2008 housing crash. The idea is brutally simple: whatever your customers are asking, answer it openly and honestly on your website — better than anyone else in your industry.
Sheridan turned a failing pool company into one of the largest pool installers in America by becoming what he called "the Wikipedia of pools" — publishing detailed answers to every question buyers had, including the ones other pool companies refused to talk about (real costs, real problems, honest comparisons to competitors).
The same playbook now drives growth for businesses in dozens of industries. But insurance has been one of the slowest to adopt it — which is exactly why agencies that move first are winning.
The Opportunity
Why Insurance Agencies Are the Perfect TAYA Industry
Insurance buyers have more questions than buyers in almost any other category. They're spending hundreds — sometimes thousands — of dollars per year on a product they barely understand, sold to them by an industry that often treats transparency as a competitive risk.
Every one of those unanswered questions is a search query. Every search query is a buyer.
Most insurance agency websites still look like this: a stock-photo hero, a list of carriers, and a "Get a Quote" button. They don't tell you what coverage costs. They don't tell you what's covered. They don't tell you what's not covered. They certainly don't compare themselves honestly to the agency down the street.
The agency that breaks that pattern wins the market.
The first agency in your niche to actually answer the questions buyers are asking online will dominate that niche for the next decade. Everyone else will be playing catch-up.
