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Financial Services and Banking Organizations (FSBOs) are ill-prepared to compete effectively in markets dominated by virtualization, social purpose and rapid innovationthey are architected and regulated for an out-of-date consumer narrative. FSBOs are remnants of banking cultures that demanded a customer come to see us for services, rather than todays reality of how can we serve you. For decades, traditional FSBOs failed to adapt to consumer behaviors and technological advances, which rendered their business models and service approaches obsolete. As a new generation of startups (e.g., FinTech) rise to serve all market segmentsaffluent, underbanked, Millennials, Gen X & Ythose dogmatic financial brands hiding behind regulators and protectionist barriers will fail. Yet, gratuitous technology deployment wont singularly solve FSBOs core challenges as they wrestle with consumers and regulators. In Beyond the Technology Traps, Mark and Rick, using their over 60 years of experience, explore the challenges facing FSBOs now and in the future, adhering to Mark Twains saying of What gets us into trouble is not what we don't know. It's what we know for sure that just ain't so. For FSBOs and their tweeting CEOs, they need a holistic set of principles and frameworks to adaptor they will perish.