Get as much as you can afford, based on the cost and your appetite for risk. I always carried $5 million, in the form of a $1 million basic policy and a $4 million umbrella on top of that. That's because I worry all the time. I always think the worst will happen, and if your sign came crashing down, there are many scenarios that are pretty awful. Talk to your agent and see what he suggests. The state you operate in has a lot to do with that, as the awards that juries give plaintiffs are different all over the nation. But the truth about liability insurance is that you need to have enough to pay the plaintiff's attorney a significant amount -- that's who really decides whether to settle or not. A $100,000 policy is not going to cut it in today's America.