A quick piece about NPR’s Marketplace. This morning’s piece was about that huge industry we rarely think about and when we do, don’t really care to spend more than a very brief moment. Insurance is not interesting. But trust is interesting. And trust is what an industry disruptor called, Lemonade, is offering its customers.
Yes, they’re a for profit model - obviously, in the insurance industry - but they claim to give ‘leftover’ money in ‘good years’ (ie big money making years) to charity. The recent haul was around $160k. That’s pretty good. Curious what they made in profits before donating…
But this blurb isn’t about cynicism. It’s about value propositions, and one of the better propositions that any company or individual who is selling anything to anyone can offer. Trust. Trust. Trust (I worked in media sales i.e advertising for about 7 years. I saw a lot of what distrust looks like and it’s way less cute than my sweet dog).
Figuring out how to build trust with your audience is another conversation altogether.