Insurance broker Jon Rauser says he remembers the November day perfectly — a day when a simple idea would change the course of his career forever.

It was 2012 and President Barack Obama had just won reelection. Rauser was spending time at his condo in Scottsdale, Ariz., which he visits several times a year to get away from winter in his hometown of Milwaukee. The owner of The Rauser Agency, specializing in small-group employee benefits, was standing in a shopping center parking lot that afternoon after leaving a Safeway store when he saw a for-lease sign at a small retail space in between that grocery store and a CVS Pharmacy. As he watched the “enormous amount of traffic” of people walking between each store, and past that little location up for rent, he thought, “Wouldn’t it be fun to have my name up above here and see what happens?”

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