Rewarding Service

It's October 1996, and the senior vice president of marketing for The Co-operators insurance company chats with a qualifier as they walk through the lobby of the Rimrock Resort in Banff, Canada. The two are on their way to a Western theme party after an afternoon tour of picturesque Lake Louise. . . .

If this sounds to you like a scene from a typical insurance company incentive program, you're right--sort of. What is not typical is the qualifier. Rather than the usual assortment of hy

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