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Executive Took Risk for Aflac’s Duck Ad

Sales were stagnant at the insurance company where Daniel P. Amos worked as the chief executive. So, he decided to take a huge risk with a novel ad campaign that poked fun at the company’s name. The TV commercials featured an obnoxious white duck often getting injured and then loudly quaking “Aflaaaac.” The little-known business soon became a household name. Aflac’s stagnant US sales doubled between 1999 and 2003.

Amos told The Wall Street Journal that leading a company always involves taking risks. He said, “I like to manage risks [since] everything we do is risk related. [If you avoid risks] you are really not taking a broad enough perspective for a company to succeed.”

Amos, now 70, learned to evaluate risks while studying risk management and insurance at the University of Georgia’s business school. Among his risk-taking advice he gave this nugget: Never risk a lot for a little. He added that he lives by that risk principle every day of his life.

Possible Preaching Angle:

Many things about following, serving, and leading for Jesus involve risk. We can’t avoid it. But with Jesus we never have to worry about risking a lot for a little. Our risks for him are always worth it.


Joann Lublin, “The Aflac CEO Who Ruffled Feathers With His Duck Ads,” The Wall Street Journal (3-19-22)

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