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Drew McLellan Talks Selling the Invisible (thanks to Harry Beckwith's book)

Selling the Invisible in DSM USA

One of the initiatives that Square One DSM has been very involved in was the creation of the the Global Insurance Accelerator (GIA), which is a mentor-driven business accelerator designed to foster innovation in the insurance industry by supporting startups targeting the global insurance industry.  

The Importance of Mentors for GIA

This is not your typical accelerator. The investors are insurance carriers, the mentors are primarily insurance executives. Startups participating in the program find product-market fit and do customer discovery faster than they could ever do on their own.

GIA is definitely a strategic partner.

GIA takes in early-stage companies who are building solutions that support the insurance industry. It provides seed funding, access to mentors, a desk in a beautiful office in Des Moines, 100-days of on-site support and time on stage at the Global Insurance Symposium to a crowd of hundreds industry executives.

As part of the mentorship, GIA brings in subject matter experts to speak to the start ups about various aspects of business. In early April we brought in Drew McLellan, CEO of McLellan Marketing Group and columnist for the Des Moines Business Record.  

The startups had been asked to read Harry Beckwith's book Selling the Invisible and then we asked Drew to speak to the principles from that book.

It was a great conversation about expectations, perceptions and all things marketing.