This book explores how customer-focused action can revolutionize the game of an entire industry. Until 1975, only companies and large private investors could buy shares in America. The minimum investment amount was $25,000, with 8% of the invested amount being commissions to brokers. Until Charles Schwab and the Charles Schwab Company changed everything at once, refusing to act according to the usual pattern. People were happy, but Wall Street professionals saw a clear threat to their interests, so the formation of a new company was by no means easy. As Charles himself said, if someone had told him then that his enterprise would live for 40 years, he would have been very skeptical about such a prediction. What was the uniqueness of his ideas? What exactly were the principles that allowed Charles Schwab to achieve his goals and make his company capitalize at $45 billion today? Find out by reading this book.