Agency owners often debate the issue of whether their firms should be "generalists" or "specialists" as they market commercial lines. There is no one right answer for all independent agencies, according to Lisa Murman, Co-chair of the PIA Company Council of Executive Officers (PIA-CCEO). In an article she wrote for the National Underwriter (5/5/03), Murman explains why agents should take the time to determine what is right for them. She then outlines the process of evaluation agency owners can employ to make that determination. This article draws on the principles of the PIA-CCEO's landmark Value Difference series. Lisa's article is available online to National Underwriter subscribers at www.nuco.com

May 12, 2003