There is a definite irony to me commenting on technology of anykind. While I'm certainly not a technophobe, my true nature is notenamored of bits and bytes. Sure, I have mastered the basichigh-tech tools of everyday life and work–Word, Excel, cell phone,e-mail, Web–but I do not have an infatuation for e-anything.

So, then, why am I writing about technology?

Because, in our industry, I am the norm: a 55-year-old white guywho learned to work a computer 20 years after I learned to drive. Aman who is more comfortable with a cassette tape than an iPod, whoprefers a fax to a text message. A Boomer who still thinks of “PDA”as kissing in public, not personal digital assistant.

And that is a dangerous thing.

The independent agency system is ripe for transformation. Notincremental change, not baby steps or modest upgrades, butmetamorphosis. All around us, from medicine to music, other fieldshave been transmuted by fresh thinking and new technology.

But in so many ways, independent agencies (and their carriers)look much the same as they did when I entered the business 30 yearsago. Yes, agents have Web sites and laptops now, but our industrystill holds tight to tradition–to the ways we've always donethings.

We must find champions, paladins, men and women who can vault usto new ways of thinking, and original ways of communicating anddelivering. We must catapult past the committees and task forces,past the dedicated and well-meaning technology veterans to findinspiration and innovation. We must secure epic change.

And that vanguard will not be found among my contemporaries, aswise, experienced and professional as they may be.

It will emerge from the class of 2006 or 2010–or even younger.It will come from a generation weaned on technology. From young menand women who are not limited by our sense of time and space anddimension. From an age that demands immediacy, speed and multisenseexperiences. From a generation uninhibited by race or creed orgender.

But these future leaders will come to us only if we seek themout.

Let's face it, insurance is not known as a sexy industry. Itdoes not ignite passion in the hearts of America's youth. It is notthe subject of films, TV shows or novels. And it is not the firstpursuit of most high school and college students.

But it should be.

Insurance offers a wide array of energizing and challengingcareers for a range of personalities and skill sets. There arecool, fun jobs in every segment of this business: sales, marketing,underwriting, education, creative, product development and, yes,technology. There are myriad opportunities for young people to earnbig dollars, to travel, to meet interesting people and to make adifference.

Our challenge is to share this world–our world–with the nextgeneration. To train and educate them about the potentialopportunities this industry has to offer. To entice them to seekthis hidden treasure of a career. To encourage their talent. Togive them the tools to lead–to transform–the next 50 years. There afew things we can do:

o Meet with young people.

Not just you, but all the people in your agency or company–andespecially the younger ones. Get out there and talk to high schooland college students–at job shows, career days and in informalsettings.

o Hire them.

In every office there is work that remains undone because we'reall too busy. Bring in a student as an intern or part-timeemployee. But balance that grunt work with opportunities to do moreinteresting tasks, or at least to observe them. Create in theseyoung minds a respect for and interest in insurance and financialservices.

o Think about how you discuss your work.

We all gripe sometimes, but try putting a positive spin on yourwork, no matter who you're talking to. Focus on the best part ofyour job. Talk about the perks and the earnings potential, thepeople and the opportunities. Let's elevate the image of insuranceon all fronts, and it eventually will trickle down to youngpeople.

o Partner with a school.

Talk to a local high school or community college about theopportunity to teach an insurance-related business class or arrangeinternships in your organization. You could raise yourorganization's profile while also helping to train the nextgeneration of insurance professionals.

We may not be able to convince everyone to seek a career ininsurance, but by reaching out and educating the youngergeneration, we can at least try to create a different, morepositive mindset about the industry not only among futureemployees, but consumers, claimants, jurors, regulators andlegislators as well.

The champions we need are out there. Let's find them and teachthem.