A few months back, President Obama was apologizing for the PPACA debacle and mentioned consumers' need for benefits professionals to help them understand the complexities of purchasing the right health plan. That's the White House equivalent of Homer Simpson's "D'oh!"

Though I was glad to see the president finally recognize that publicly, it's had me thinking about the word "professional."

If you passed your state license exams, you're considered a professional in our business. But having a license doesn't make you a professional any more than buying a basketball makes you Lebron James. Being a pro is about attitude, philosophy, work ethic. And something we seem to have long forgotten: integrity.

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