There are industry winners, and then there's everybody else. The characteristics of today's top insurance brokerages are well documented, but not easy to achieve.

Whether the focus is on property-casualty, employee benefits or multi-lines, firms that set the pace maximize value to clients, invest when times are tough and deliver creative solutions on a global scale. They are consultative and strategic instead of only focusing on transactions. These firms are led by highly talented people who are hungry to grow through multiple revenue channels and possess the know-how to groom sales talent that can move the needle forward.

It used to be enough to be friendly, understand products and have good technical skills. That's not the case anymore. Don't get me wrong: This is still a people business, and building and maintaining long-term strategic relationships with good business acumen and strong communication skills remains a critical piece of the puzzle. But today's broker must be creative and analytical, understand technology (internal and external), and show exceptional expertise in the areas that they serve. The best brokers are working on the business, not just in the business. It's an important distinction.