I have heard all the rationales from organizations of all types:
We sell a commodity.
It’s just insurance. It’s not revolutionary.
Our customers look at our service as a necessary evil.
These are the stories they tell themselves. Rationales for why becoming something extraordinary is out of their reach.
I chose these three particular excuses because I worked with organizations that could have said the very same things. But each chose to believe that it had a larger calling. Each believed it could make a difference in a life, a community, or even the world. Each believed it could have a Big Audacious Meaning.
GET A FREE CHAPTER OF THE BOOK — BIG AUDACIOUS MEANING
Stop making excuses
It’s easy to tell ourselves that we don’t have the kind of organization that can be transformative. Or we operate in an industry that just isn’t suited for it. Like insurance. Yet, what if Lemonade had used that excuse? We would never have such a revolutionary approach to insurance that, rather than pocketing all the money that didn’t go to claims at the end of the year, sent over $2,000,000 to causes chosen by its customers…
