There was a big group that I wanted to win, and not just their 401(k) and disability; I wanted to do all of it. So the sales rep sat down and told me exactly how to do the RFPs from all the insurance companies and the applications for underwriting. He also told me how I could get paid; he explained how it was very different on the health side, and I thought, "I can do this."

When I started, I had a computer and a printer and basically just started knocking on doors. I'd call that sales rep, Jerry, who became a mentor to me and ask, "How do I sell this group? Can you help me?" And he did. I got launched and grew my little business. I'm still surprised how it's turned out.

PW: How has your journey so far helped shape your mindset as a broker and business owner?

It's changed the way I view people who start businesses. When I go in and talk to employers, I understand that the lights have to stay on. I'm acutely aware of how much time and money goes into building something. And I take very seriously the money I ask employers to spend on their benefits. I've been there and I am there.

I also learned to embrace other people's success and celebrate with them, because I understand the sacrifice that goes into producing the outcome you need to live a good life. I've found that I don't like working with business owners who don't have fundamental beliefs around taking care of their employees. If an employer thinks employees aren't essential to the organization, I have a hard time reconciling that.

PW: Talk about your community and how that plays into the challenges and opportunities in your area?

Idaho is definitely part of the Wild West and does things in its own way. One positive thing about our market is we have five fully insured carriers that are still competing, four of them in the individual marketplace. One of the biggest drawbacks is we have two hospital systems, and one in particular dominates the state. That limits the possibilities for network strategies in the fully insured market.

Direct primary care is really taking off here; a lot of employers are offering DPC memberships and people are investing in those themselves, because they're fed up. Blue Cross of Idaho is specifically writing policies to compete with DPC.

One of my colleagues has now developed a product that contracts directly with St. Luke's, which is the dominant health system here. This is a renaissance period; we're emerging into this time of opportunity where we can produce brand new offers and we don't have to wait for Washington. When I see all of these things and people accepting these new offers, it ignites a passion to get the word out.

You have to be willing to have the conversations. It's becoming more and more painful now to continue with that same model. I'm not going to wait for a carrier or health system to figure this out, I'm going to do it on my own.

PW: Are you starting to see more employers and employees that are open to these ideas?

When I talk with my clients, they are very receptive. I think they often have a hard time believing that these things could actually work out in their favor. We've been burned so often within our health care system that I think many have a hard time with trust. But that's one of the reasons you need an advisor to help; someone you trust who is honest and forthright and can help you navigate.

I think employers are curious, but they can be resistant until they start to realize that others are having success. Here in the Treasure Valley, employers are starting to ask about level funding and reference-based pricing. They're starting to explore ways they can impact how we're consuming health care. I've never had more fun than I'm having now talking to people about health insurance.

PW: How do you stay motivated while trying to fix something that's so broken? Are you optimistic things can be fixed?

Most Americans are functionally uninsured; you have families that don't have $1,000 saved for emergencies and yet they have an $8,000 deductible. I can't look them in the eyes and say, "this plan is the best thing that's ever happened to you." Recognizing that it's BS motivates me. I want to find solutions and help them take care of their family. It's important to me that people are able to get the health care that they need while also saving for their futures and still putting food on the table.

I have a sizable block of individual business, and I meet with these people every day. They're important parts of our community and wonderful humans; I'm passionate about helping them navigate the system and helping take care of their concerns.

I feel the same with my groups; the employees all know me and they're comfortable calling to say, "Listen, this is my situation. How can you help me?" It can be really discouraging, but I'm not alone. People in our industry are constantly producing new ideas. I make a point of being curious and constantly learning new things about either my business or industry.

PW: What are your favorite things about your job?

I don't know any other job where a salesperson can sit at the table with the CEO, the CFO and the head of HR and help them make financial decisions that can so greatly affect people on a very personal level. When somebody can get the care that they need, it's so humbling to be a part of that solution.

I also really love getting to know other brokers. There are some brokers I admire here in our community and I make an effort to develop friendships.

When I first started out, it was very isolating to be on my own. And now I'm collaborating with people all over the country. It's impossible for one broker to know everything or have all the business. If I make friends with like-minded producers who want to find solutions, we're all winning.

PW: How can the industry continue to do a better job of attracting more women and young, innovative consultants?

Millennials and Generation Z have a different understanding of how the world works. I think the best way we can attract young producers into our industry is to tell them, "You have the autonomy to do what you want, you get a chance to genuinely help people and you can have the creativity to come up with new solutions."

It has to be more than insurance if we want to bring young people in. These younger people are genuinely focused on trying to help and make the world a better place. They understand the position that previous generations have put them in; they realize they'll probably have to spend half their income on health care, and if we can show them how they can be part of the solution and decrease their health care spend, that will go a long way. My son attends the University of Utah and I tell his friends and roommates, "You need to get into my industry because you can make a lot of money, but more importantly, you can make a huge difference."

PW: What are your sources of inspiration and innovation when you need it?

I'm married to someone who loves all things fun. He's a snowboarder, a skier and a private pilot. If it's getting too crazy, I'll ask him to take me up in the airplane so I can get a bird's eye view of the world. I'm fortunate enough to live in the foothills here in Boise, so right outside my door are hiking trails. I also read, I cook, I quilt and spend time with family and friends.

PW: Finish this sentence: The key to success in this industry going forward is…

Curiosity. Consistent learning and curiosity.

Read more from our Face of Change series: 

• Deliver on your promises: A Q&A with Jessica McCool
• Duck and weave: A Q&A with Caitlin Hodge
• Be a beacon: A Q&A with Tom DiLiegro