EMPATHY IS THE KEY 1. Domestic & General started out over 100 years ago, ensuring cattle and sheep rights. So not long after the Titanic went down there was a need all of a sudden to have protection and insurance on your livestock. (12:27 - 12:38) It's not about beating up a product, it's about, “Hey, I think this would help me. And I can imagine it is also gonna help lots of other me’s, so you should probably love this idea.” Eric West