THE ART OF SIGNIFICANCE

BOOK REVIEW BY PHIL CALHOUN

In his book “The Art of Significance,” Dan Clark asked readers: “What would you rather have — conventional success or a high level beyond success?”

Dan, one of the world’s leading inspirational speakers and leadership trainers, vehemently opposes the conventional wisdom about success. He believes it is tragic and superficial to build our careers and personal lives around getting more money, bigger houses, cooler toys and fancier job titles.

For health insurance professionals — those who fight to retain their clients and win new ones — the difference between success and significance can define you in your client’s eyes and create higher retention and more referrals from clients.

Dan asks all of us, “What’s it all worth in the end? How many outwardly successful people still feel empty inside?”

His answer is to push people, to challenge our thinking, to do the work to move toward significance. It is hard to put in a review all the points Dan makes on significance. You will need to read the book to get all of them, but I will share some thoughts that relate to health insurance professionals.

Dan’s Extraordinary History

Some background on a truly remarkable person is needed here. Dan has spent decades traveling around the world, interviewing famous and powerful people; consulting with presidents and generals, sheikhs and corporate leaders. He’s created a multimillion-dollar business; and — before any of the above — overcame a paralyzing injury with years of rehab and numerous hurdles.

From his youth and into early adulthood, Dan was an accomplished athlete. He also had intelligence to match his physical skills. At age 12, Dan starred in a weekly CBS television series and was the voice of a cartoon character. As

a teenager, he was a four sport, 9-Time Varsity Letterman and was voted Outstanding High School Athlete three years in a row. Then he became a Golden Gloves Boxing champion, Alpine Ski Racing champion, Intermountain Moto Cross champion, Sunkist All-American Football Player and All-Star Baseball Pitcher, earning a full athletic scholarship to play both sports at the University of Utah.

In 1982, Dan was named Outstanding Young Man of America and was sponsored into the National Speaker Association by world-renowned motivational speaker Zig Ziglar who personally mentored Dan for 25 years in the art and science of speaking, writing and storytelling!

Dan Clark is a success by anyone’s definition, but he strives to be significant. His book provides a guide for all to use to move to Significance.

Dan quickly became one of the most sought-after speakers in North America and was honored by U.S. President Ronald Reagan with the Presidential Service Award as the primary speaker for Mrs. Nancy Reagan’s ‘Just Say No’ program. Dan has earned the highest ‘Certified Speaking Professional’ designation in the National Speakers Association; was inducted into the Professional Speakers Hall of Fame and has been named one of the Top Ten Motivational Speakers in the World. Having raised four extraordinary, talented, significant children, Dan was named 2012 Utah Father of the Year!

Dan teaches “self is not discovered – self is created – and the only person you need to be better than is the person you were yesterday! This intention leads to significance.

Dan is an alumnus of the University of Utah (psychology); a university professor; podcast host; New York Times bestselling author of 35 books and a primary contributing author to the Chicken Soup for the Soul series. One of Dan’s famous stories ‘Puppies For Sale’ was made into a film at Paramount Studios, starring Jack Lemmon.

As a master storyteller Dan has been published in over 50 million books in 40 languages worldwide; has appeared on over 500 TV and radio programs including Oprah, Glenn Beck, NPR and Voices of America/Radio Free Europe.

Dan’s key lessons focus on what matters most — how we can make an impact that lasts the longest. Dan outlines the laws of success to significance. He pushes one to think more deeply about what they want to leave behind — how they will be remembered.

The KEY point Dan strives to implant is “Do what you can to leave this life with lives touched and experiences shared with others and avoid trying to do things to make more money and chase more fame.”

“We all know that a baby must crawl before he walks, and a math student must become proficient in addition and subtraction before she can use algebra and calculus,” he says. “The same holds true in leadership development and the pursuit of self-mastery.”

This book can be compared and contrasted to the popular principles of success and how they prepare us to live the advanced laws of significance. Dan proposes the following:

Successful people think wealth flows to them, but significant individuals know wealth flows through them.

Successful people say patience is a virtual while significant individuals realize any virtue taken to the extreme could become a vice. Perseverance is the highest law of endurance for significant people.

A successful person believes it is all about the team.

“We are trying to force a work-life balance upon employees in order for them to be successful in work,” Dan observes. “The significant are exercising passion, creativity, and imagination so that they may experience harmony in their lives.”

Dan wants readers to discover a whole new world, a higher way of thinking, leading, loving, and living. He encourages those with passion to accept a journey that will help them achieve the level beyond success, the level that leads to lifelong significance.

Success is but a stepping-stone to the real prize —making a difference that benefits others.

He offers commonsense tools for character building and focusing on the greater purpose. Dan’s supporters agree that his work affirms the belief that ‘the best exercise for the human heart is reaching down and lifting another up.’

Applying Dan’s Significance versus Success concepts, I see his teaching clarifying the difference between a health insurance professional, or about any salesperson, who is all about the sale, the enrollment, getting the application and then moving on to find the next prospect. An example of significance is the broker who listens carefully, applies a blend of expertise and compassion to provide solutions for clients even when the solution does not result in a sale but does result in the best solution for the person seeking your expertise.

Think about the person on Medicare who has a solid plan. If you let them know they are in the right plan, this leads to enhancing your significance according to Dan. Significance is when, as a trusted advisor, you reinforce that your client has a great plan and should stay on that plan. Success on its own is another sale — while focusing on what is best for the person is significance.

The decision to be significant will lead to greater trust and respect. What do you think the person would say should you then ask if there is anyone who would need the type of help you provide? Or what would they say if you asked another question centered on other products you might offer them such as dental, vision, life, long term care or annuities?

Would they accept your offer to review some of their other issues? (Of course at another time — thank you, CMS.) In the case where you do what is best for your prospect, you know the path moves from success to significance as you look for issues where you can show your concern and as their trusted advisor, assist with. When you do this style of work, according to Dan, you will become a health insurance professional who strives for significance.

REVIEWS

“Dan Clark’s “The Art of Significance” is a magnificent read! His Twelve Laws urge us to chart a course beyond the fleeting success found in money, popularity and fame to enjoy the enduring rewards found in service, obedience, harmony and love. Leaving a legacy is our true gift to the world.”

~ STEPHEN M. R. COVEY, author of The Speed of Trust

“Dan Clark shows how success is but a stepping-stone to the real prize — making a difference that benefits others. Mr. Clark’s work affirms my belief that ‘the best exercise for the human heart is reaching down and lifting another up.”

~ JON M. HUNTSMAN, Sr., founder and executive chairman

“I recommend The Art of Significance as a must-read to all officers, enlisted, and civilian personnel enrolled in our professional military education courses. In this extraordinary read Clark articulates the highest laws of life-changing leadership while illustrating the practical application of our core values: integrity first, service before self, and excellence in all we do.”

~ LIEUTENANT GENERAL AL PECK (USAF, retired), former commander of Air University, leadership center of the U.S. Air Force

Dan was keynote speaker at the August 2002 IEAHU, OCAHU & SDAHU Medicare Senior Summit in Temecula, Calif.

Contact: www.danclarkspeak.com

Reviewed by Phil Calhoun owner and publisher of California Broker Magazine. He is an active member of several insurance associations including the California Association of Health Insurance Professionals (CAHIP) and local chapters in Orange County, Los Angeles, San Diego and Inland Empire Health Insurance Professionals. Phil’s book, “The Health Broker’s Guide: To Protect Grow and Sell Commissions” is available free. www.healthbrokersguide.com or 714-664-0311