BSR bought its first Macintosh computer in 1994. Although Apple was a minor technology player at the time, the company had carved out a niche in graphics software, and we were doing a lot of graphics work, so it fit.

Over the years, we have become an almost all-Apple shop, and along the way, we have also become students of Apple. We've been fascinated by the way Steve Jobs and company have managed a margin of separation in the crowded, every-jostling, hi-tech market.

Here are two observations.

First, Apple understands the strategic importance of shaping the environment in which they compete.

We often use a jig-saw puzzle analogy to describe strategy development. In the analysis phase, we layout all the puzzle pieces, turn them right side up, find the edges, and group similar colors. In the creative phase, we start making connections - finding pieces that might fit together.

But our strategy development jigsaw puzzle enjoys one very important advantage over a real jigsaw puzzle - we can change the shape of the pieces. In fact, we have to change the shapes if we are going to create competitive advantage. And that is what Apple and Steve Jobs do so well - they know how to change the shape of the puzzle pieces.

• The all-in-one iMac changed the shape of desk-top computing.
• The iPod changed the shape of digital music.
• The iPhone changed the shape of cellular telephones.
• The iPad changed the shape of small personal computers.

Apple gets it. In the competitive environment in which they operate, there is simply no strategic advantage in using the same puzzle pieces as everyone else.

Second, Apple understands the emotional component of brand, and they know how to leverage it.

Sure, there are all kinds of digital music players on the market. Beyond iPod, it is hard to name another one. Same for iPhone. And it appears that kind of near-exclusive name recognition is developing for the iPad as well.

But it isn't just the iWhatever naming that is key to Apple's brand, it's the emotion that goes with it. Apple's stuff is cool. Apple's iThings look cool, and they do cool things. For a lot of people, it's cool to own Apple. Steve Jobs and company know this, and they work hard to leverage the emotional connection to their products.

Brand is not just what you know about a product or organization, it is how you feel about what you know.

So, the lessons for the rest of us…

In many ways, the insurance industry is just as crowded and has just as much elbowing going on as the hi-tech industry, particularly in personal lines.

We believe that independent agents and the carriers they represent have to find ways, like Apple, to change the shape of the the strategic puzzle pieces. No small task. But failure to do so means falling into the Pit of Sameness with many other competitors - not a good place to be in a free-market economy.

We also believe that independent agents need to leverage the emotional connections they have with customers. For decades, agents have earned the trust of policyholders through demonstrated expertise and a caring attitude. Traditionally, that trust has been earned one on one, person to person. In the 21st century, we have to find additional avenues to earn that trust.