The ballroom is buzzing at a Marriott hotel off a highway outside Newark, N.J. On this warm December day, more than 200 Prudential employees are putting their heads together to discuss the changing world of financial services, with its new competitors, new technologies, and new customers. What are the priorities of those customers? they ask each other. How can we best meet their financial needs?

Tough questions. But this isn't a top-level strategy session. It's a meeting called One Pr

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