**Bob learned from his father that being a business owner isn't for the faint-hearted. He knew there were huge risks. But he felt that he could never work for someone else. So he stuck his neck out and bet the farm on himself.

"Sometimes, what you don't know won't hurt you," he said, smiling like the cat that caught the canary. "I didn't realize how high I was on that tightrope until I got a little older."

Once he made the leap of faith, Bob never looked down. Here's how an old-fashioned country boy learned to apply the Golden Rule that made his father successful in business.

When he feels himself running out of steam, Bob thinks about his mission to help his clients generate a lifetime income in retirement.

"When I get frustrated or worried, my wife reminds me that my business model sits on a solid foundation of doing the right thing every time, especially when no one will notice the difference except me. "

Bob isn't a complicated guy. He likes to keep things simple. His clients choose to work with him because he doesn't try to impress them with how much he knows. "People don't care how much you know until they know how much you care," he said.

Discover how Bob, a baby boomer allergic to new technology at first, learned to embrace all the new ways of marketing in the digital world. He wouldn't have made it if he didn't because his marketing challenge is audacious.

Bob is fighting an uphill battle. His financial solution makes all the sense in the world but it has a negative perception. Hear about his journey to rebrand an old-fashioned insurance product in the minds of his prospective clients.**