Time for an Extreme Makeover?

I recently attended a couple of the larger insurance IT conferences. I view them as an opportunity to put my ear to the railroad tracks and gauge where the current train of industry thought is heading. What I heard was, overall, things are going smoothly–the industry has achieved and continues to make some strides in efficiency. In fact, the issue you're now reading is a testament to the industry's increasing efficiency, with features on streamlining the solution process using multivendor alliances, maximizing the benefits of outsourcing, and creating a successful business-IT project team–in other words, how to get IT done well.

But I'm wondering what's next? As efficiency efforts are gaining ground, might the industry be ready to seek a different destination–one that insurance IT really hasn't gone to very often–namely, innovation? I'm sure the notion of insurance/innovation is getting some snickers from readers, but it's critical the industry innovate, since nothing remains dynamic without doing so. And isn't the true reward of efficiency the ability to take formerly wasteful resources and apply them progressively?