The decline in new business for the lift offices in 1994 was the result of a decline in the reputation of this whole sector of the industry because of a few bad for very short business phases the trouble is that there will always be someone who is prepared to harm a whole sector of the insurance industry in the search for a quick boosk to their personal career or cashflow the stronger the ethir personal career or cashflow the stroger the ethical awareness in the rest of the industry the more quickly the selfcentred nature of the disruptive action will be distin guished from a beneficial business innovation