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ETF Investment Strategies: Best Practices from Leading Experts on Constructing a Winning ETF Portfolio by Aniket Ullal

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CHAPTER 2THE EMERGING TOOLS: THE TARGETIZATION OF INVESTING

At one of my earlier jobs, I worked alongside a senior sales manager. He was a veteran of several industries and a highly successful salesperson. The most interesting stop in his varied career had been at LEGO, the well-known manufacturer of building blocks.

“What was that like?” I asked him. “Everyone loves LEGO. The products are so well made, and kids are crazy about them. It must have been the easiest sale in the world. Did you ever have any customer requests that were hard to meet?”

“We did in fact,” he said. “Our customers were retailers who always seemed to want one thing—transparent blocks. Our LEGO boxes included solid blocks of several shapes and colors, but customers always ...

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