In any field of work, there are two things you need to possessin order to maximize your effectiveness: the right tools, and theright know-how.

Working smarter, not harder, has become more critical than everin a world in which all of us are challenged to meet theever-increasing demands of our business.

At National Underwriter Property &Casualty, we're making it our mission to give youboth.

First let's address the "know-how" part. I believe intransparency, so let me share some insight with you. As I mentioned in my December column, we havestarted asking our readers to become members of our website,PropertyCasualty360.com, in order for us to gain moredetailed information on who our readers (or "customers," for thosewho wish to employ a more mercenary term) are.

This intel will allow us to craft all of our offerings,editorial and otherwise, to better serve the people who investtheir time with NU, giving you more of the content thatyou find most valuable. When we do our job well, our readers comeaway feeling more informed and, in my view, more empowered to dotheir jobs in the competitive world of P&C insurance — and weremain committed to that mission.

While I'm unable to reveal the exact numbers, for obviousreasons, we're finding the response to be extremely positive thusfar. All of you who read us know that we endeavor to make yourexperience with us worth your while every time, and that has showedin online visitors' responses telling us who you are and what youdo. We want to know you as well as possible, and we will continueto build on the momentum of this initiative.

Second, let's address the "tools for the job" part, and whatwe're doing to better serve your business on that front. Our new"Carrier Innovations" e-newsletter launched inJanuary and is likewise gaining steam among our readership.Delivered every Tuesday, Carrier Innovations shares content fromPropertyCasualty360.com on the solutions being offered by techcompanies, software developers and carriers that are designed tohelp P&C professionals improve the many processes that are sointegral to the flow of modern business.

The vision for this new product came out of brainstormingsessions around seizing the opportunity to provide our readers moreinformation on the helpful solutions available to them that theyotherwise might not be made aware of. The challenge I've seen inwriting about tech solutions is getting past the "tech" part to thetrue actionable part for the reader, which is the "solution." How anew product was made or what tech specs are involved is far lessimportant than answering: How can this product help my business? Isit right for me? Can it increase my revenue? Can it help mestreamline processes?

That is the story, and where the true value lies. Areyou looking for a better way to do a certain type of work? Here'san e-newsletter that can help you find some answers — and you don'thave to have to have a Ph.D. in computer science in order tounderstand why it's valuable.

The strength of "Carrier Innovations" is that it opens thisdialogue in a way that introduces the people who provide thosesolutions to the businesses that need them most, in language thatleading decision-makers can understand.

One of the advantages to our new registration system is that itenables you to quickly and easily manage your preferences on whichof our e-newsletters you wish to receive. Once you've registered,to sign up for Carrier Innovations, click on "My Account" at thetop right of any page on PropertyCasualty360.com, and then click onthe tab labeled "E-Newsletters" and check the box next to "CarrierInnovations."

We think you'll like what you receive.

Related: Registernow and get more at PropertyCasualty360.com

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