Mobile has reprogrammed your customers’ brains.

Your customers now turn to their smartphones for everything. What’s tomorrow’s weather? Is the flight on time? Where’s the nearest store, and is this product cheaper there? Whatever the question, the answer is on the phone. This Pavlovian response is the mobile mind shift — the expectation that I can get what I want, anytime, in my immediate context.

Your new battleground for customers is this mobile moment — the instant in which your customer is seeking an answer. If you’re there for them, they’ll love you; if you’re not, you’ll lose their business. Both entrepreneurial companies like Dropbox and huge corporations like Nestlé are winning in that mobile moment. Are you?

I found this book fascinating to read and – at the same time – made me very concerned for the insurance industry that appears unwilling to adjust to a consumer expectation (personal or business) that they can access their insurance information in a mobile moment.

I highly recommend this book to anyone who wants to better understand changing consumer expectations.

In his book Youtility Jay Bear provides a compelling argument for helping instead of selling. He suggests that smart marketing is about helping not hype. I highly recommended insurance agents read this book to understand why adding compelling articles and information to their website is becoming the most powerful marketing tool they have at their disposal.