EDWARD JONES By Peter F. Drucker

[Anecdote re: Midwest securities firm—‘the intelligent investor’]

“It wants customers who earn more than they spend. . . and then it appeals to their psychological needs to protect their money.

What this firm sells is a chance to maintain one's savings. . . the ‘product’ the firm delivers is a different one and one that no one on Wall Street has ever sold before: peace of mind.”