Dear Dr. G.: Our marketing geniuses have come up with a campaign touting our online services. In fact, they want to claim we are the easiest insurance company to do business with online. Help! We do have an online presence, but frankly it's no better than the rest. How can I improve our service like overnight?
–Desperate in Duluth
Dear Desperate: Your solution is easier than you imagine. It brings to mind a bald and weeping thirty-something tennis player lamenting the fact his professional career is over. Mr. Agassi (who probably earned more money in one weekend at the U.S. Open than Dr. G. earns in a decade) introduced us to that quaint euphemism: "Image is everything." Loosely translated this means: "Reality is what you claim it to be." And that brings me to a lesson about technology I learned a few years ago.
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