One of the joys of fall is seeing the harvest come in from those fruit and vegetable gardens that you labored over so loyally all summer. The time and trouble pays off when you realize, as you savor that incredible “fresh from the garden” flavor, what those who purchase edibles from the grocery store are missing. They think all produce tastes exactly the same, rather than appreciating the vast variety available for the feast.

Too bad that same blandness is often mistaken for the reality of insurance. Commodity? You must be kidding. Aren’t all forms fairly standardized now, with little variation? Hasn’t the sheer commonality of package coverages rendered the entire buying decision down to price—oh, and service, of course?

That’s about as accurate a picture of insurance market reality as seeing a photo of a tie-dye while listening to a Zeppelin MP3 recreates the ’60s.

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