Happy 2015! You know what that means—it's time for our annualNew Year's Resolution.

Yes, singular. Long ago, after a great deal of experimentation,research and practical application, I stumbled upon the perfectnumber of New Year's resolutions that actually stand a chance ofsurviving longer than a brat on a bowl-game grill—exactly one.

With full credit given to my good friend Bill Wilson, grand highwizard of the IIABA Virtual University, my resolution for 2015is—drum roll on the beverage cooler—insurance not a commodity.

Yes, friends, it's time to embrace a simple reality: advertisingis not truth-telling. Just because it's simpler, quicker, cheaperor has a cool name doesn't mean that it's attractive. But it's alsotime to move past the bromides and “wishing will make it so” claimsthat price doesn't matter, less expensive always means lesscoverage, and deep down every consumer truly wants to deal with anagent.

I stand here as a true believer in the incredible potentialvalue of an astute master or mistress of the arcane and esotericprovisions of this thing we call an insurance policy. Note,however, a key qualifier: potential value. It does us little profitto bay at the moon of price, price, price, if we can't deliversolid proof to our clients and prospects of the clear advantages,particularly come claim time, of working with us instead of thelatest online or big box store insurance game-changer.

The truly great news this New Year? As regular readers wellknow, suchproofs are shown here in every monthly column. And thisplethora does not even require an extensive journey throughmanuscript or unique carrier products. Here are just a few gemsgleaned from standard ISO forms:

• How an unawareness of the specific definition of “residencepremises” can result in a total claim denial for any loss to ahome, even if the daughter of the insured still resides there
• How the difference between fictitious name and actual legalentity can result in unintended coverage consequences—andaudits
• How failure to actually read a personal umbrella form made thecrucial difference in advice given to an insured renting a carwhile on vacation in Ireland
• How an insured discovered his loss assessment coverage providedby his HO-6 was truly a wonderful benefit—until the assessment wasfor a flood
• How the definition of “mobile equipment” in the BAC and CGL canmean a difference of millions of dollars in liabilityprotection
• How “loving what you believe the policy provides” is fardifferent than the reality of what the policy says—and how thedifference can turn a righteous claim all wrong
• How choosing the wrong “coinsurance waiver” option in abusiness income policy risks creates a tougher coinsurancerequirement—and that's actually the best outcome
• How too many agents use agreed value in situations in which thecommercial property values are unclear—only to find the optionpenalizes any insured who doesn't provide accurate values
• How in the BOP, the seasonal Increase may not be, the businessincome generous but insufficient and “no coinsurance”misleading.

These are just selected examples from the last two years of thiscolumn. These examples are not meant as an endorsement of ISO overother forms providers, or even to prove that the higher pricedcoverage is always the higher quality. But they represent a portionof the incredible potential value lying in wait for those willingand able to appreciate the depth and variety of insurance. As theexamples prove, many of these differences come home to roost ineveryday, common situations.

So I return once again to the statement of faith expressed in mySeptember 2013 article: “Insurance a commodity? I think not! For mymoney, this evolving, fluid coverage marketplace is more accuratelyappreciated as the fields being white unto harvest!”

You're not a commodity; neither should your product or servicebe. The 2015 fields await. Happy New Year, my friends!

Chris Amrhein, AAI, is an insurance educator and speaker,and serves as the chief fun officer at insuranceisfun.com.