Do Business. Do Life. — The Financial Advisor Podcast — DBDL 146: Glenn Street - What Creating a Pro Sports Mascot Taught Me About Differentiating Your Advisory Practice
As a coach to independent financial advisors, I see a lot of advisors struggling with the same issue—they blend in with the advisor down the street. And when prospects can’t see what makes you unique, it becomes a lot harder for them to understand why they should choose you over anyone else.
That’s why I loved today’s conversation with Glenn Street. Glenn built one of the most differentiated businesses I’ve ever seen—Street Characters, the company behind many of the most iconic mascots in the NFL, NHL, MLB, and major college sports. But the real lesson from this episode isn’t about mascots. It’s about how he picked a niche, went deep, and created a level of expertise and service that big competitors couldn’t match.
Glenn didn’t try to be everything to everyone. He focused on a narrow lane, understood his customers better than anyone else, and delivered a product and experience no one else in his space could touch.
Advisors can do the exact same thing—especially in a market where most firms look and sound identical. When you specialize with intention, understand your audience on a deeper level, and build a brand that feels unmistakably yours, you become the advisor people talk about, remember, and seek out.
3 of the biggest insights from Glenn Street…
#1.) Niching Down in a Commoditized Industry
One of the things I loved about Glenn’s story is how he didn’t try to compete with the Disneys of the world. He found a narrow lane—sports mascots—and went deeper than anyone else. That’s exactly what most advisors need today. When you pick a niche and truly understand the people you serve, you stop blending in and start becoming the advisor everyone talks about.
#2.) Core Values Don’t Matter Unless You Actually Live Them
A lot of firms have core values, but very few bring them to life the way Glenn does. His team starts and ends their day with them. They use them to make decisions, solve problems, and hold each other accountable. It’s a simple reminder that culture isn’t something you write, it’s something you practice.
#3.) The Right Incentives Turn Good Teams Into Great Ones
Glenn has built a culture where A-player behavior is recognized and rewarded—whether that’s through peer shoutouts, clear performance targets, or a team trip to Mexico when they hit their goals. These aren’t random perks; they’re intentional systems that reinforce what “great” looks like.
SHOW NOTES
https://bradleyjohnson.com/146
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