Let's face it, the news isn't good, no matter where you look. Unemployment figures refuse to budge, oil continues to pump into the Gulf, the stock market is wobbly, the EU is in financial disarray, and politicians spend more time finger-pointing than doing anything about it all.

That's the macro-level bad news. On the positive side, independent agents are still holding up their end of things. And all I can say is, you guys must be really busy. AA&B and National Underwriter recently called for nominations for our first joint Agency of the Year awards, and although we received plenty of requests for submissions forms, in the end many took a pass on the July 1 deadline.

Although this may be a reflection on our selective criteria, I suspect there's more to it than that. Based on what I hear from individual agents, things are simply too hectic at their agencies for them to take the time and thought required to respond. A good news/bad news thing: The good news is you're busy, the bad news is staff cutbacks have probably left you too shorthanded to do much else besides just get along.

AA&B columnist Chris Amrhein recently commented to me about the lack of feedback on my posts at this blog, and I theorized that the crappy economy is keeping all of us too busy for niceities like forum comments. As an insurance educator, Chris is constantly out and about in the field with you guys, and he believes that independent agencies — small businesses serving small businesses — are run by inherently optimistic entrepreneurs who hate cutting back or operating in “survival mode,” but are forced to based on what's happening in the larger economy. It's “Chicken Little” syndrome, with agents at the mercy of the tidal wave of bad news begetting more bad news.

Not surprisingly — and tying into Chris's original observation that my blogs that get the heaviest response deal with social media — the antidote seems to lie in technology. Chris calls Apple the performance exception to the current malaise rule:

In this economy, how can one company consistently continue to charge more, for arguably similar or possibly inferior technology, and still blow results through the roof? Perhaps (Steve) Jobs hasn't gotten the message what he's doing just won't work anymore in this economy. Lord knows there are analysts and pundits daily trying to get him to see the light, but the fool just won't listen. I wish some on our industry and others would be so foolish.

Very true. But assuming parity between its products and its competitors, what really sets Apple apart? For one thing, Apple is a master at perpetuating its brand, especially to young buyers. Not only that, but Apple gets there first, wherever “there” happens to be. Combining innovative products with ubiquitous branding equals unsurpassed market penetration.

The lesson to be learned for us? Don't let today's economic headaches keep you from looking at tomorrow — where the markets are, what are the emerging industries and business needs, and how you can help solve your clients' newest problems. And of course, don't underestimate the power of carving out a unique identity for your business and exploiting it to the max — especially through social media, where the new buyers live.

Don't let “survival mode” get in the way of your future. Even if it hurts a little, take some time right now to think outside the box for ways to move your business out of today's hard times and into the future.

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