As Berkshire Hathaway Direct Insurance Company tries to make small business owners very comfortable with a one-stop bundle of coverage in a three-page multiline policy, employees of the commercial insurance operation are pushing a little beyond their own comfort zones, according to President Peter Shelley. Here, he explains the impetus for THREE and how the company is "challenging the normal" to move past the boundaries of incremental change, putting the prospect of creating a GEICO for commercial insurance within reach.

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