A broker asked me not too long ago how I would select avoluntary carrier. Since the broker knows I love products and newproduct ideas, it seemed she expected me to give a product-relatedanswer. But the discussion went in a different direction.
“A fisherman is more than the lines he casts.” The image thatcame to mind when asked to describe how to select a voluntarybenefit carrier is that of a fisherman casting a line into thewater. Anyone can put a worm at the end of a hook and toss it intothe water, hoping for a bite. A true fisherman understands theprocess—what bait or lure is best for a given type of fish, wherefish are likely to be, the best time of day to fish and the effectof weather.
In short, a truly good fisherman has mastered the process, witha level of knowledge much deeper than those who just toss a baitedhook into the water.
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