'Conduct risk is becoming more and more a buzz word in the financial industry and for regulators. Amidst today's evolving operating landscape, Vinita has been instrumental in helping senior leaders and colleagues at Barclays interpret and make sense of what good conduct risk management entails, all with a focus on making a tangible difference for our clients, colleagues and the wider industry. Converting theory into practical implementation advice, Vinita has provided pragmatic support and direction to the business, enabling each region to evolve conduct journeys tailor-made to meet their own set of priorities. Through this book, she shares her insights and experience, bringing to readers many practical examples that they can identify with and think through for their own businesses. This is definitely a worthwhile read not just for banking practitioners but for professionals looking at conduct risk management across all industries.' Didier Vondaeniken, Head of Barclays Wealth, Asia Pacific Why would anyone want to read a book on conduct? The financial crisis of 2008 has left trust at an all-time low. Firms have taken constant battering and as morale takes a hit, no one wants to hear more about correcting behaviour. In rushed efforts to put things right and in burning desires never to err again, are we guilty of tuning people out? Is it possible to be right all the time or are we tipping from one extreme to another? We believe in good conduct - but is our belief strong enough that we care to fix it in the right way? Or having inherited shame, do we pass on dystopia. This book is about conduct. But it is about conduct and everything else, because, like life, conduct on its own has no meaning. When we write about life, we need to capture memories, thoughts, and conversations - in the same way, when we write about conduct, we need to capture context, rationale, decisions and impact. Everything in life, including conduct, is about the synthesis of various facets and how they evolve in relation to one another. It's all about culmination. We get out of bed in the morning to do something we feel passionate about and to do it well. We don't wake up purely to conduct ourselves well. Doing something ethically or not is always in relation to a primary purpose and is not a purpose in its own right. Throughout this book, I have approached our efforts to restore good conduct in banks and related discussions from different angles, sharing thoughts and reflections. As we try to resolve issues in our own ways, I note that the one thing we lack is the common denominator. My hope is for this book to provide just that. The story could be a pocket guide for leaders, managers and keen customers wanting to dig deeper into the interesting evolution of conduct in the post-crisis era. Much of this book is set in the UK, yet the principles can be applied worldwide. This book is a simple collection of life. Simply because, if we need to correct something that applies to society at large, then society needs to be part of the correction just as much as firms and regulators. This book is for those who seek to understand and are not afraid of asking questions. And definitely, for those who are not afraid of making mistakes. 'After all the focus on remediation and stopping people doing bad things, it's great to see a book focused on how we now move on to using conduct positively to make the right proactive decisions in building great businesses that deliver better outcomes for clients...' Pete Horrell, ex-CEO, Barclays Wealth