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Know Thy Customer

Know Thy Customer

Knowing Thy Customer

Tiger Greenbaum, the Finest Golfer in Des Moines, IA

On the sixth floor of a small brokerage in eastern Iowa, Tiger Greenbaum, the once-finest golfer in greater Des Moines, and now the best (at least by his own estimation) orthodontist in Des Moines, sits with Butch, his prospective new financial adviser, to review his investment progress. He's looking for a new adviser because he's not sure whether he's on track to attain his financial goals. Butch had met Tiger because...

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