leadership dot #2102: assurance

With the number of recent trades and team-swapping in the NBA, some fans are understandably nervous about investing in a jersey of their favorite player for fear that it may be obsolete in the short term.

The NBA Store and American Express have teamed up to offer a “Jersey Assurance” program that allows fans to switch jerseys if the player switches teams. With the number of restrictions on the program, it is unlikely that there will be a huge financial loss, but there could be a substantial gain.

The Jersey Assurance program is a way to encourage purchases but makes everyone feel better if a trade happens.

Think of how you can adopt a component of this program and do something to mitigate perceived risk. Maybe your providers aren’t traded, but providing some assurance to your customers is a slam dunk.