Healthcare reform, health insurance reform, health reform... all these labels have been applied to your noble efforts to improve America's healthcare system. And I think all three are wrong. In fact, they are counterproductive and hurting your effectiveness.  Reforming health insurance and healthcare is a means to an end, not an end it and of itself. As the marketing axiom goes, "focus on benefits, not features." 

Americans  don't care about reform. We care about the result of reform: Health Security. Not health reform, not health insurance, and not even healthcare. But Health Security. Reframe the debate by focusing on the result. Disarm much of the resistance that is obsessed with how you will do it. Make Health Security a pillar of government, like Social Security.

Our work with the federal Medicare agency (Centers for Medicare and Medicaid Services) demonstrated that "health security and peace on mind" is the bottom line benefit that matters. Health security resonates emotionally. Mr. President, you are a master at touching people's hearts. Yet, I respectfully submit you are caught up in "process," and it's not working. We have a place in our hearts and minds for Health Security. It's right next to Social Security, and it's all about health security as a right, not a privilege.

Let your legacy be Health Security, for all Americans.