Which way now?

When I was 16 and living in Europe, my friend received a day trip to Austria for her birthday. We happily boarded the train and headed for adventure, eager to see the city. Except we didn't. We spent the entire day within sight of the train station. Because I was terrified if we lost sight of it, we'd never find our way back. For 9 hours, we strayed no further than a few blocks from where we started. April was frustrated and angry. But she didn't leave me. She just kept trying to convince me to see the city with her. I offered a mild concession and we checked out some shops and a coffee place.

I haven't thought of that trip in years. But it came back to me last week. How convinced I was that leaving the safety of our starting point would be our doom. That we would lose our way and never find it again. I didn't even believe in bread crumbs, I guess. Certainly didn't trust maps. And that translated to my daily life. My fear of losing my way also kept me from finding my way for a long time.

In business, sometimes we want to stay in the safety of the train station. But if we do, then all we can find is what we started with. 

How to make even health insurance fun.

Here is the e-mail I got from the smartest health insurance company I've ever seen:

Because doctors don't offer double-coupon Wednesdays.

You can cut coupons for groceries. You can cut coupons for oil changes. But we don't recommend cutting coupons for medical procedures. And to make sure you never have to look for a doctor offering weekly specials, there's Tonik. Tonik is simple, affordable health coverage from Blue Cross Blue Shield of Georgia. You get three plans to choose from, and chances are one's going to be right for you. If you're under 30, we can help cover you for $65 to $196 a month. Prices are subject to change and vary depending on your age, gender, where you live, and your medical history. Know someone who always keeps an envelope of coupons with them? Forward this to them.

They got my business and I am sure a number of other younger individuals who would not have taken the time to get health insurance. With plans like The Thrill Seeker, The Part-time Dare-Devil and The Calculated Risktaker I feel far more connected to their understanding of who I am as a customer. They are having fun with their business and with me. I don't want to sign up for a Differed Medical Plus package with a $500 deductible. That's not me. Oh but a Calculate Ristaker, that's more my style. $130 a month with a $40 co-pay? Sure I can swing that. It doesn't matter that the deductible is $1500. It sounds like ME. It has personality.

What kind of personality does your business have? Would you want to "go out with" your business?