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... ?4/30/2013 12:00:00 AM by CompleteMarkets Editor , Chris Burand This content has not been rated yet. What business are you in? Examine this question carefully in this document by Chris Burand. A paradigm shift in focus from selling insurance to helping clients protect all their assets, especially their most critical ones, will be a shock to many agencies and insurers. But for those who accept this challenge, the future holds great opportunities! Herb Kelleher, former CEO of Southwest Airlines, one of the best-managed companies in the U.S., once stated that Southwest is in the people transportation business, not the airline business. His distinction is essential. Being in the people transportation business means expanding the definition of the competition' beyond other airlines to include private autos, buses, and trains. Southwest focuses on maintaining a cost structure low enough to attract customers who would otherwise drive, take a bus, go by train, or not travel at all. As a result, it's the most consistently profitable airline in the nation. When he started his company, entrepreneur Norm Brodsky thought he was getting into the record storage business. He soon learned that he could only succeed by offering his competitor's customers significantly lower prices to break their contracts and that meant getting into real estate. Since the main cost of storing records in New York City (where he located his operations) is storage space, Brodsky needed to use real estate more efficiently. Because space is leased on a square footage basis regardless of the ceiling height, by leasing only buildings with tall ceilings ...

...irlines to include private autos, buses, and trains. Southwest focuses on mai...

... gasoline, furniture, advertising, buses, and a lot of cars. What I've found i...