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WINTER, 2005
One Thing Chicago correspondent Adrienne Carter asks Rodger Riney: What's the one thing you wish you'd known before starting a retail brokerage in 1980? 
"I wish I had given our customers a bigger discount compared to established competitors like Schwab -- we would have grown much faster. You can always raise your price later, but it's tough to go in the other direction." -- Rodger O. Riney, CEO and founder of St. Louis-based Scottrade, the sixth-largest online trading firm 
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