The insurance industry is operating from a position of fear Ihave never seen before. The industry continues to worry about thepath of health care reform; the continued arrival of newcompetitors scares the hell out of us; we worry about our abilityto master the inevitable next technology tool/platform; and at somelevel, many fear for their very ability to survive.

Working from a position of fear isexhausting

It's time you start doing the things you need to do in order toleave the fear behind. It's time you do the hard work that willallow you to be the one striking fear in the hearts and minds ofothers.

Here's the ironic part: Most of what scares the industry is theresult of its own demands. You demanded new competitors; youdemanded the payroll companies enter your “space;” you demanded thewave of new technology players.

Of course, you didn't have any of them specifically in mind, butthey are the result of the demands you made years ago when firstthreatened by the ACA. You demanded a free market.

You argued that a free market encourages innovation. You arguedthat a free market encourages competition, and that competition isgood for consumers. You argued that lower health care cost is theresult of both innovation and competition.

Of course, you were right with your arguments and you were rightwith your demands. But, and here's the big problem, most in ourindustry weren't truly arguing for or demanding a free market. Mostwere really arguing for and demanding the status quo. Too many arestill trying to operate in a pre-ACA manner, as if in a status quobubble.

Time to move on

Folks, for lots of reasons, the status quo sucked; that bubblewas burst a long time ago. Even if you are/were benefitting fromthe status quo, you have to realize it was never sustainable—again,for a lot of reasons.

A free market does encourage innovation; it forces change; itentices new competitors.

Those who aren't willing to change and innovate as they prepareto compete in our evolving reality are about to become a victim ofthe very free market they demanded.

Come out swinging

A free market is worth fighting for, but it means you have towake up every day prepared to fight for your own survival and yourown success.

It's time for a gut check, guys.

• What are you doing right now to innovate?

• What change initiative are you and your team workingthrough?

• What competitive advantage have you created for yourself?

The answers to these questions will either add to your fear ormake it go away. Which is it for you?

Game on.