The most essential thing for us was to get the business model right, then put the world-class technology under it to support it. At Merrill, that meant not doing what people expected.
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You want to find a place where, because of your skills, you can make an impact.
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It became apparent to us that it is a lot easier to provide great technology - as our competitors did - than to replicate a great consultative, advice-giving, advisory force, which Merrill had.
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People were obsessively focused on one thing - to pay the least they could per trade.
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Positioning the brand and regaining trust are all smart things for us to do and those are the litmus tests for any decisions we make.
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AOL is one of the only companies that have ever delivered rich, managed content to the retail consumer profitably.
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