In his book Predictably Irrational, Dan Ariely establishes the theory that most people are willing to cheat on a certain level, and that cheating rises exponentially when tokens of money enter the picture. Given these two truths of human nature, it makes sense that the financial industry has seen its fair share of exposés over the past several years. So, what’s the solution? Forbes columnist Steve Denning considers stiffer penalties, legislating goodness (aka the Volcker rule), and scrapping banker bonuses before suggesting his own long-term solution: reinventing capitalism. What’s important, he says, is to change the organizational structure of banks from one where the overriding goal is to make money to one where customer capitalism, or delighting the customer, reigns supreme.

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