JugglingMATRIX Case Study: AIGIn 2013, AIG (the 4th largest insurer in the U.S.) engaged The JugglingMATRIX to create a new sales programs for their salespeople. Their clients were the top 2% of high net-worth individuals in the country and they were leaving money on the table. Here was the process:

Each table of 8 salespeople (200 participants in all) received enough juggling balls to write one new idea on each ball. After 2 hours, each table created a Juggling MATRIX System by reducing the total number of balls to 3.

Two tables at a time partnered to combine their 3 best ideas. These 6 best ideas were then reduced to 3 best ideas suiting those 16 salespeople. This went on for the next two hours.

By 5pm, the AIG sales force created 6 brand new programs customized by them for their clients.

The real test came at the end of the session. These 6 new ideas had to stand the test of The JugglingMATRIX:

  • Is it truly a new idea?
  • Will the client need to act or think differently in order to buy any of these new products
  • Will the salespeople need to change their behavior in order to sell the product (i.e., would they need extra training?)
  • What are the 3 main actions (priorities) needed to implement these new products?
  • And who is going to Juggle the New Ideas and the New Priorities of Action?

The next thing that happened was remarkable:


the 6 balls representing 6 brand new product ideas became 3 New Ideas. The salespeople decided their clients could only handle 3 new ideas at a time. The group decided that was more than enough to handle in one year and still increase sales by the expected projections.

As a bonus, each Table selected one person designated to juggle their 3 Balls/Ideas for the entire company. For an extra special bonus, the President of AIG juggled 3 balls by himself on stage (after one-on-one coaching with me the week before the event). The crowd went wild.

The 3 new and Priority-tested ideas are still in AIG’s product offerings, generating millions of dollars of revenue for the salespeople and AIG.

This is what The JugglingMATRIX can do for your business: use it as a creative problem-solving model designed to create new ideas, new behaviors and new ways to get your job done…and still have some serious fun doing it!

Carlo Pellegrini is a keynote speaker at conferences, meetings and special events. He created The JugglingMATRIX 22 years ago to help organizations act their way to different thinking. He lives in Nyack, NY, with his wife, Hilary Sweeney, an aerialist in the circus. Carlo can be reached at jugglingmatrix@gmail.com.