If you don't, there's a good chance everyone is going to walk away disappointed in the outcome. This is certainly a common challenge we face in the industry that is somehow rarely discussed. It's also amazing how rare it feels to consider specifically defining the value we need to provide. It's that definition that will lay the groundwork for creating repeatable capabilities that are profitable. That's what I talk to Jared Bellmund, of All Choice Insurance, about as he shares his level of acceptance.