Too many banks enter the business of selling investment products with false assumptions. Following is a list of some of the most widely held myths that continue to retard bank investments programs. For each myth, I supply some suggestions for new ways to think about these issues.

Myth 1: There is one homogeneous target market for investment products and services. Too many banks market their investment products and services the same way to all customers, when in fact their customers are far more diverse than they realize.

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