Think of the last five ads or pitches you recall seeing for any financial services products recently. What has been the primary theme or hook? My observation has been that most if not all of these products look to dangle the lure of more – specifically, of having or getting more, with the product or service being pitched. The assumption is that the prospect or intended “target” is sold because he/ she gets a better deal, and that’s the end of the story. This has always caused a low-grade dissatisfaction in my mind – I’ve always found them wanting and unsatisfactory as a pitch, and yet have never been able to pinpoint, leave alone articulate why that is the case, and what would truly make me happy or excited to try something new.