Podcast Summary: BNI & The Power of One

Episode 874: Members Over Stepping Their Category

Host: Tim Roberts
Date: January 15, 2026

Overview

This episode addresses an important challenge within BNI chapters: members overstepping their assigned business categories, i.e., speaking or presenting on products and services outside their designated “seat.” Tim Roberts explains the negative impacts this has on individual growth, chapter expansion, and overall effectiveness. He provides context, examples, and actionable coaching strategies for both chapters and individuals to stay focused and maximize referral opportunities.

Key Discussion Points & Insights

1. The Core Issue: Overstepping Categories (00:54)

• Listener Question: Brian from Charleston raises concerns about members becoming increasingly comfortable discussing products/services not within their assigned business category, which prevents chapters from seeking new members to fill those spots.
• Tim’s Take: Overstepping is rarely malicious but stems from a lack of strategic planning by members. “Nobody’s doing it with an intention of hurting the chapter… It’s a very natural, normal kind of like ‘well, we don’t have somebody here so and I do that so I’ll talk about it.’” (02:45)

2. Impact on Chapter Growth and Opportunities (03:54)

• Systemic Effects:
  • When a member covers an open seat, others assume the category is “filled,” so they don’t recruit for it.
  • This limits growth, especially as chapters scale. Larger chapters (e.g., 100+ members) have fewer open categories, making strategic focus even more critical.
  • “If you have 109 members and people are speaking across categories, it has an even bigger negative impact.” (05:08)
• Missed Potential: Overstepping stalls fresh contacts and referrals, holding back both current and future opportunities for all members.

3. The Importance of Strategic Focus (08:15)

• Professional Example: Tim shares his own experience as a multi-licensed financial professional who limited his BNI message to the services he was most passionate about and wanted to grow.
• Hyper-Focus Benefits: Members should use BNI to niche themselves in the area of greatest passion and potential rather than presenting everything they offer.
• Quote: “If I’m in BNI, I should be utilizing this opportunity to niche myself in the area that brings me the most passion.” (10:12)

4. Why It Happens: Lack of Strategic Planning (11:04)

• Often, members lack a clear marketing plan for their BNI membership. Presentations become ad-hoc rather than intentional, leading to confusion over their business focus and diluting their message.
• “It happens kind of like, ‘oh, I’m going to talk about this today.’ They haven’t really planned out how to utilize this amount of time.” (11:25)

5. Individual Coaching: Finding Your Focus (13:31)

• Key Coaching Questions:
  • Why are you in BNI?
  • What area of your business do you want to grow the most?
  • Where’s your passion or specialty?
• Drill down to help members set clear goals for the segment they want to grow, then focus their BNI message accordingly.

6. Tactical Example: Weekly Marketing Planning (15:25)

• Tim outlines a goal-driven marketing approach:
  • Break down the category by target (e.g., 50% life insurance, 25% disability, 25% long-term care).
  • Track which topics are covered and when, ensuring the right frequency and consistency.
  • “If you want to grow this segment… you need to have a strategic plan of how often, when are we going to talk about those things.” (17:12)

7. Chapter-Level Solutions and Giver’s Gain (18:16)

• Members must allow others to fill additional areas they may cover but don’t love.
• Embracing a “Giver’s Gain” mentality strengthens the chapter and individual credibility, fostering more referrals and opportunities.
• Quote: “By allowing that seat in and not fighting… that increases my credibility with everybody in the chapter and increases my profitability as well.”—Tim (21:02)
• Fighting to keep multiple seats, or not welcoming new experts, ultimately hurts all members’ potential.

8. Implementation: Internal Consistency and Support (26:33)

• Use support teams (Directors, Coaches) to facilitate presentations and develop internal strategy on seat integrity.
• Chapters should create clear guidelines and discuss the importance of respecting category boundaries—consistent messaging and gentle accountability are key for change.

Notable Quotes & Memorable Moments

• On Intent:
  “Nobody’s doing it with an intention of hurting the chapter… It’s a very natural, normal… ‘well, we don’t have somebody here so and I do that so I’ll talk about it.’” (02:45)

• On Opportunity Cost:
  “Once somebody starts talking about something like that, we’re all under this belief… that’s like their seat, so we don’t invite for it.” (03:59)

• On Strategic Focus:
  “If I’m in BNI, I should be utilizing this opportunity to niche myself in the area that brings me the most passion.” (10:12)

• On Giver’s Gain:
  “By allowing that seat in and not fighting… that increases my credibility with everybody in the chapter and increases my profitability as well.” (21:02)

• On Internal Change:
  “If we stand up and try to fight it… or if I start overstepping my seat and hold the chapter back… I am negatively impacting every other member in that chapter.” (22:37)

Important Segment Timestamps

• 00:54 – Listener question introduction
• 02:45 – Overstepping not an intentional harm
• 05:08 – Negative impact on large chapters
• 10:12 – Importance of niching focus in BNI
• 13:31 – Coaching members on their true business goals
• 15:25 – Strategic weekly marketing planning example
• 18:16 – Chapter-level rationale and strategy for specialization
• 21:02 – Givers gain, credibility, and profitability
• 26:33 – How to implement structural change within chapters

Actionable Takeaways

• For Individuals: Reflect on your true passion and focus your BNI messaging strictly on what you want to grow. Develop and track a weekly presentation plan aligned with your business development goals.
• For Chapters: Develop internal policies on seat integrity, engage support from Directors/Coaches, and continually educate members about the value of specialization for chapter growth.
• For Everyone: Keep a Giver’s Gain mindset—welcoming new members and specialists strengthens the whole group and cultivates greater referral opportunities.

This comprehensive episode breaks down a nuanced, often overlooked challenge to BNI effectiveness. Clear, strategic personal and organizational focus not only enhances individual achievement but propels chapter-wide success.