PIMA wasn't born out of a desire to follow the status quo. Instead, it emerged from a collective spirit of initiative in the 1970s. The 13 individuals who signed PIMA's Articles of Incorporation saw an opportunity to emerge as leaders in the insurance industry with new offerings, new outlooks, and new ways of doing business. We had an opportunity to visit with four of them — James (Jim) C. Boon II, P. Allen Haney, Richard (Dick) F. Jones and J. Thomas (Tom) Koch — and hear how their experiences continue to shape PIMA today.
Jim Boon reflected on PIMA's early days, emphasizing the leadership and initiative that were crucial to its formation. "Competition made the business a lot more difficult, and we had to become a lot more sophisticated in our marketing. We needed structure, and the best way to do that was to be incorporated." This forward-thinking approach laid the foundation for PIMA's enduring presence in the industry.
All four were driven to make the insurance market more competitive by involving more businesses and creating a collaborative environment. Despite being competitors, they maintained a forward-looking leadership style that helped shape PIMA into the collective organization of industry experts that still exists today.
Embracing Rebellion
Allen Haney believed true leadership required breaking the mold and trying new things. He emphasized that success came from stepping outside comfort zones and not being afraid to fail. "The real leaders could see what the world was like. And they knew to be successful, they had to get outside the walls that they had put around themselves," Allen explained.
Allen saw rebellion as a necessary ingredient for innovation. "PIMA was founded by the non-C-suite leaders, and that was very, very advantageous. And we weren't told by anybody that you had to do it their way. We were all told you have to do it a better way," he said. This mindset of looking for the best way to solve issues or overcome challenges encouraged PIMA's first members to tackle problems others had failed to solve and learn from those experiences. "Don't be afraid to try something that hasn't been tried before. If you don't do that, you're not going to be in business," Allen advised.
The Role of Initiative in Leadership
Jim Boon further reflected on early business practices and the spirit of initiative that drove PIMA's growth. He emphasized the numerous insurance industry regulatory challenges faced by PIMA in its early days, illustrating the need for significant initiative and leadership. "At the very beginning, insurance was regulated by 50 different entities across 50 states," explained Jim. "This meant there was a lot of administrative and behind-the-scenes work that had to be done to make sure that we were licensed in all the jurisdictions." He went on to explain that each PIMA founder had to have up-to-date licenses in each jurisdiction to do business in those states.
Yet despite these challenges, the original PIMA founders demonstrated remarkable initiative and successfully navigated the numerous regulatory complexities. Jim mentioned they had to develop sophisticated strategies to manage the extensive administrative workload and stay compliant with state regulations. This required meticulous attention to detail and a proactive approach to problem-solving. Such leadership was crucial in ensuring that PIMA could operate effectively across all jurisdictions, setting a standard of excellence and dedication that defined the organization's success.
Marketing and Innovation
Dick Jones discussed the evolution of PIMA as a trade association and the constant flow of new marketing ideas that kept those in the organization at the forefront of the affinity market. "There were always new marketing ideas that you could come up with, and these are the definition of what a trade association really does," Dick explained.
He emphasized the importance of creativity and networking in driving innovation. "It really became a trade association where you would go and talk about anything," Dick said. The collaborative environment within PIMA allowed members to share ideas and strategies, fostering a culture of continuous improvement and innovation that persists to this day.
Strategic, Forward-Thinking Leadership
Tom Koch further elaborated on the complex regulatory environment during the early days of PIMA, noting that initiative and leadership were necessary skills to have if they wanted to survive. He explained, "We realized early on that we had to organize into an entity that could speak back, raise money, and go work with each of these states to try to get them to listen to us so that we could explain to them what the core part of the industry was actually doing."
This forward-thinking approach required significant initiative to see it through and ensure the organization would be able to succeed. "We knew we weren't going to win a war. We were never going to get states not to pass the third-party administrator statute or laws. But the best we could do was try to mitigate the impact of the statutes in each state as it affected us and try to work with them to have some level of understanding," Tom explained. This approach ensured that PIMA could adapt for its members and thrive in an ever-changing market.
A Legacy of Leadership and Initiative
The original members of PIMA demonstrated that leadership and initiative are about more than just guiding an organization — they're about pushing boundaries, embracing failure, and constantly seeking new ways to innovate.
Their stories of past successes and experiences provide valuable lessons on the importance of rebellion, creativity, and ethical leadership in the affinity industry. These principles continue to shape PIMA's success today, fostering a culture where leadership and initiative drive mutual growth and achievement.
To learn more about PIMA's founding principles and gain invaluable industry insights, read our accompanying articles: Success Through Camaraderie and Competition, Innovation and Adapting to Change, and Building Strong Relationships and Networks.
PIMA® (Professional Insurance Marketing Association®) is a member-driven trade association focused exclusively on the affinity market.
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