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How Charles Schwab parlayed the truth

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Charles Schwab brought his brokerage firm back from the brink of disaster by delivering a simple message to his customers: “This investing thing is hard … but we’re here to help.”

If he’d said “Trust me; we’ll make it easy for you,” customers wouldn’t have been so receptive.

Lesson: Telling the truth to intelligent people is more powerful than pointing to fictional pie in the sky.

—Adapted from “1.2 Trillion Buck Chuck,” John Battelle, Business 2.0.

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