Having spent the better part of the last decade learning, practicing and, in many ways, participating in the creation of innovation as the new discipline in business, I’ve come to the conclusion that distribution is not the place to focus if you want truly transformational innovation.

That’s not to say distribution isn’t important and that focusing on it won’t improve the customer experience or efficiencies. However, there is only so far that you can take your innovation when you consider that distribution is a how that depends on a what, for whom and why. It’s the fourth car of the insurance innovation train.