Flirting with the Uninterested: Innovating in a "Sold, Not Bought" Category

Maria Ferrante-Schepis, Author, G Michael Maddock, Author
Maria Ferrante-Schepis and G. Michael Maddock. Advantage Media Group, $25.99 hardcover (168p) ISBN 978-1-59932-369-5
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If you're not an insurance professional, then this book describing the industry's challenges and proposals to deal with them is probably not for you. Still, Ferrante-Schepis and Maddock make good use of the sold versus bought dichotomy and label insurance products—auto insurance, life insurance, disability insurance—as items consumers must be persuaded to buy, rather than things they actively seek out on their own. The authors ably describe challenges facing the industry, but contradict themselves on occasion, making for some unnecessary confusion, e.g., stating that many people "couldn't care less" about insurance, and that most "agree that" it's important. The basic message—that the industry must evolve and anticipate radical change to stay alive, and that thinking outside the box will help achieve this aim—may appeal to industry insiders, but could have been conveyed more effectively and concisely.
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