When Adrian Gore decided to build an insurance company in South Africa in the early 1990s, he took a novel approach: the company should aim to make people healthier. This was not - and is not - a common tactic in the insurance business. But in a country with lots of sick people and not enough doctors, it seemed like the only sustainable choice Gore told Leadership Next.

His gamble paid off - Discovery is now a very successful global business that has expanded beyond health insurance. In this conversation with Alan Murray and Ellen McGirt, Gore explains how he founded Discovery, the power of incentives to drive healthy behavior and where the company is headed next.