EMBRASUSCING UNCONVENTIONAL IDEATAINABLE PROFITABILITY S 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. (02:56 - 03:20) Human beings are conditioned to like things. So if everybody likes your new idea, it's too similar to what's already come before it. And what I would do is, when I would talk to potential investors, I'd say, “Okay, I'm about to tell you something, and if you're not inclined to believe what I'm about to say, I can give you the rest of your time back because nothing else is going to make sense.” Mike Maples