More Than A Green Jacket: What The Masters Taught Me About Agency Ownership

Every spring, Augusta National gives us more than just a golf tournament. It offers a masterclass in tradition, discipline, and what it means to stay grounded—on the green and in life. This year, as I watched Rory McIlroy finally slip into that iconic green jacket, I was struck not just by the win itself, but by the quiet strength behind it.

What resonated most? His daughter, Poppy. After an incredible putt in the par-3 family game and a whirlwind of attention, Rory shared a simple moment with her, one of calm reassurance and presence. And after his win, when asked about her advice, he said she told him, “But Daddy, you already know how to play golf.” A moment that, to me, transcended sport and spoke straight to the heart of business ownership.

In our world, it’s easy to get caught up in what’s new—new tools, new strategies, new ways to build your business. And I love what technology can do for us. I believe in using smart systems to save time, stay connected, and serve clients better. But sometimes we need the reminder: you already know how to do this. You’ve worked hard. You’ve weathered the hard market. You’ve made it this far because of your grit and your skill—not because you chased every trend or added every app.

That doesn’t mean we stop learning or growing. It means we honor what already works and make intentional choices about what to adopt next. The Masters isn't about gimmicks. It’s about showing up with discipline, year after year, and continuing to refine your swing. I think agency ownership is the same.

So here’s to staying focused on what matters. To being present for your clients, your team, and your family. And to building a business that reflects your values and vision, not someone else’s expectations.

You already know how to play this game. Now go win your version of the green jacket.

Be fearless!

~T.

Listen to Episode 265 of the IAForward podcast at iaforward.com, on YouTube, Apple Podcasts, and Spotify for more thoughts from Shane Tatum and me on business lessons from The Masters.