Page 63 - Free the Idea Monkey
P. 63
By this definition, the insurance industry is clearly innovative—
at least when it comes to creating a product that fulfills a need.
Consider some of the more obvious benefits available through one
type of coverage: life insurance.
LIFE INSURANCE
“I Wish For ... ” “Life Insurance Grants ... ”
... my heirs to get their money Liquidity in time of need
immediately, not when the courts
figure it all out
... my death benefit not to Protection from creditors
go directly to VISA
... Uncle Sam not to touch this estate A lump sum to pay the taxes
... something big to be left behind Money to create a meaningful legacy
But this table begs one obvious question: did you know about
these benefits? Probably not. Insurance products often have the
need and the idea. What is missing is the ability to communicate
their ideas in a way that is relevant to increasingly busy people.
Insurance is not the only industry with this opportunity. Virtually
every industry falls into the trap of communicating using language
that only insiders understand. Once these industries figure out a bet-
ter way to communicate—and if they read Chapter 4 they will know
how—they will be able to leverage all of the tools at their disposal.
48 CHANNELING THE MONKEY
