Fear of apples: Seth Godin wisdom


If you are unfamiliar with the work of Seth Godin I would urge you to check him out:  http://www.sethgodin.com/sg/ 

In his latest blog he makes a very good point which, to me, feeds into the need for TRANSPARENCY and CUSTOMER VALUE! Seth’s Blog: Fear of apples 

"People are afraid of tax accountants, iPods, chiropractors, non-profits, insurance brokers and fancy hotels. They’re afraid of anything with too many choices, too many opportunities to look foolish or to waste time or money".

Speaking from an insurance perpsective people aren’t so much "afraid" of insurance brokers but they are right to be concerned about something so "dull and dry" being sold so hard in a flimsy attempt to glamourise the products, if not the industry to try to create some sex appeal. If this isn’t a sign of a sick world then I don’t know what is!

Customers know that they are playing for high stakes when it comes to buying insurance but STILL want to pay rock bottom prices. The industry (like others) has compromised the inherent values required to provide the PEACE OF MIND that should come free with every product. 

The result of this and the hard sell appraoch is a lack of trust in both products and industry. I suppose, to give Seth his due, in tough financial times that could develop into fear.

It never ceases to amaze me how many within the insurance industry can’t see or don’t want to hear how to tackle these kind of concerns. It doesn’t indicate that there is actually a great deal of consideration to the feelings of existing and prospective customers…except, of course, when it comes to marketing!!! 

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