by John Darer® CLU ChFC MSSC RSP CLTC
The ongoing debate over structured settlement broker and settlement planner orientation continues.
Bipartisanship is a political situation, usually in the context of a two party system such as the United States in which opposing political parties find common ground and are able to compromise to achieve political goals. Isn't the very concept of the settlement of litigation the result of a compromise where adverse parties find common ground?
My friend Mark Wahlstrom's noble industry branding project appears to suggest that the only "arable land " in the settlement planning and structured settlement planning profession are the two polar business models of defense/ plaintiff exclusives which he implies permit a coherent message to be sent. I disagree with the portrayal of those in the middle as "straddlers", "guns for hire". Some even appear to be portrayed as disingenuous fools who betray clients right and left. In my opinion, Wahlstrom's common sense marketing lesson about "arable land" with a new media twist, needs to be separated from the portrayal of the business models.
That being said I find it surprising that a respected visionary like Wahlstrom did not contemplate the possibility that those who choose to be centrists CAN credibly deliver a coherent benefit message as the "the bridge builders" of the profession .
The few bad apples that Wahlstrom speaks of will be found out quickly and won't last very long in the profession. Moreover, there are plenty of left wing and right wingers in the industry who fall into the lazy marketing zone that Wahlstrom helps to paint in his commentary. Having a clear coherent message is a tenet of marketing, whether old school or new school or whether you call it as "Solution Advantage Benefit or "Value Proposition". THAT is the main message that "Farmer Wahlstrom" is trying to portray.
Closing this one out, I think its appropriate to salute those in the settlement profession, of whatever orientation, who build bridges , who strive for the highest standard of knowledge and professional excellence, for the value that they bring to the table for their clients and our fine industry.
"I'm on your side When times get rough And friends just can't be found Like a bridge over troubled water I will lay me down Like a bridge over troubled water I will ease your mind Like a bridge over troubled water I will ease your mind" -Paul Simon
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