In US life insurance, people with good genes and sensible lifestyles are accorded the lowest premium and the status of ‘super preferred’. In effect they’re rewarded for not being a risky proposition for financial institutions.

Extrapolating this argument, the safer you are, the more you save during the course of your life. But then, when your life is over, and you didn’t really live it to its fullest extent because you were limiting your risks and your payments while alive, who is the winner there? Not you, at least not to this writer.

It occurs to me that there is a parallel in business. These days, immense macro forces like globalisation, commoditisation and automation are making it more and more essential for companies to do something special, and be something special, for their customers. Otherwise, they’ll just get replicated and replaced by a cheaper ‘me too’ substitute.

So is your business simply bobbing along, keeping its head down and playing it safe, while not trying anything too risky? Or is it constantly trying new, risky stuff that keeps it ahead of the pack that’s soon to become extinct?

In business, the super preferred life is not a life worth living.

And on another parting, and unrelated thought, this is post #400 :-).

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