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THE FUTURE BELONGS TO THOSE WHO PREPARE FOR IT TODAY. — Malcolm X
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1. Genes }} the white paper 08 }} time line 10 }} past position 12 }} featured article 14 }} future position 16 }} changing competition 18
2. Evolution }} logo and mission 22 }} intelligent colors 30 }} precise construction 32 }} incorrect procedures 34 }} notation style 36
3. Equilibrium }} study participants 42 }} products and services // benefits and potential
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}} dynamic budgeting 48 }} financial planning 52 }} travel planning 56 }} career planning 64 }} 24/7 head hunter 68 }} wellness planning 72 }} medical consulting 76 }} family management 80 }} Hutton assist app 84 }} profile management 92
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ONE // Genome 010010101010001010
1 GENES
Units of inheritance which determine important qualities and characteristics of nature and identity.
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HUTTON HISTORY
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E. F. Hutton was a prominent American stock brokerage firm founded in 1904 by Edward Francis Hutton and his older brother, Franklyn Laws Hutton. Under their leadership, Hutton became highly respected and for several decades it was the second largest brokerage firm in the United States. Edward Hutton led the firm until his death in 1962. By the early 1980s, the brokerage house had become the principal component of what later grew into a rather large conglomerate of companies owned by E. F. Hutton Group Inc., which was listed on the New York Stock Exchange. Other subsidiaries of the Delaware-chartered holding company were the E. F. Hutton Trust Company ( now “Smith Barney Corporate Trust Company� now owned by Citigroup), E. F. Hutton Life Insurance Company, and E. F. Hutton Bank. The Hutton companies also managed many
ONE // Genome 010010101010001010
mutual funds and other investment vehicles, some of which were separately incorporated, registered, and participated actively in corporate mergers and public offerings of securities. In 1980, several Hutton branches began writing checks for amounts greater than what they had on hand at one bank, then made a deposit in another bank equal to the amount it wrote at the first bank. Known as “chaining”, this strategy is a form of check kiting. “Chaining” gave Hutton the use of money in both accounts until the checks cleared. The effect, Hutton was giving itself a free loan that also did not carry any interest. The scheme worked for almost three years until officials discovered that the very large deposits made by Hutton’s four-person office there were far more than the office’s banking requirements. In 1984, the matter was forwarded to
the United States Attorney for the Middle District of Pennsylvania, who opened a federal criminal probe. On May 2, Hutton plead guilty to 2,000 counts of mail and wire fraud, as well as pay a $2 million fine plus $750,000 for the cost of the investigation. The company also agreed to pay $8 million in restitution—the estimated extra income earned from the fraud. In return, none of the E.F. Hutton executives were prosecuted and the Securities and Exchange Commission allowed Hutton to stay in business even though usually offenses of this magnitude result in the company being permanently barred from the securities industry. In early 1987, an internal investigation revealed that Hutton brokers had laundered money for the Patriarca crime family. Although Hutton reported the investigation to the SEC, it was not
enough to stop prosecutors from all but announcing that Hutton would be indicted. This came only a week before the 1987 stock market crash. By the end of November, Hutton had lost $76 million, largely due to massive trading losses and margin calls that its customers could not meet. It also had its commercial paper rating cut from A-2 to A-3, effectively losing $1.3 million in financing. Hutton was now weeks— perhaps days, according to some board members—from collapse. On December 3, E.F. Hutton agreed to a merger with the Shearson Lehman / American Express company. The merger took effect in 1988, and the merged firm was named Shearson Lehman Hutton, Inc. Several subsequent mergers later, the name Hutton disappeared.
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1980 }} The company is highly respected and considered to be one of the top brokerage firms in the United States.
1962 1904
}} Edward Hutton Dies
}} Edward Francis Hutton & Franklyn Laws Hutton start E.F. Hutton in San Francisco.
CRITICAL MOMENTS 10
1985 }} The company pleads guilty to 2,000 counts of mail and wire fraud. They are required to pay a $200,000,000 fine.
ONE // Genome 010010101010001010
1990 }} Shearson Lehman Hutton Brokerage changes the name to just Shearson.
1987 }} Hutton discovers some of its brokers laundered money for the Patriarca crime family and the public catches wind of the scandal. }} The stock market crashes. }} E.F. Hutton is Acquired by Shearson Lehman/ American Express. The name is changed to Shearson Lehman Hutton
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ONE // Genome 010010101010001010
PAST POSTION Tradition Prosperity Gravitas
E.F. Hutton was a wealth management firm that helped people manage their investments. Their audience was anyone with money to invest, however their ads targeted the ‘old boys club’ crowd. Images pictured people playing tennis or dining in fancy restaurants. The corporate image was traditional and elite however, they were very innovative for their industry. “Many ideas in the industry that are now taken for granted – performing due diligence on money managers, fee-based retail accounts, fund sub-advisory services – were launched by E.F. Hutton back in the 1980s. It may seem like a vintage name now but during that time E.F. Hutton was a profoundly cutting edge and innovative shop in all respects, including it’s iconic marketing campaign. The slogan “when E.F. Hutton talks, people listen,” became a cultural touchstone.” E.F. Hutton is Back, But Will Anyone Listen? Jun 4, 2012 Kristen French
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}} The firm was known for its commercials based on the phrase, “When E. F. Hutton talks, people listen�.
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ONE // Genome 010010101010001010
E . F. H U T T O N T O S TA R T A V I D E O T E X S E R V I C E Published: June 3, 1983
E.F. Hutton & Company announced a new service yesterday that will give clients with home computers access to their accounts and to selected investment information. Hutton thus becomes the first brokerage to offer such a service, although other major firms are studying the possibility. Under the service, clients with personal computers could connect to Hut ton’s own computers by making a local telephone call and hooking into a special communications network. Such two-way home services are often called videotex. Range of Information Hutton said users of its service, called ‘’Hutton line,’’ would be able to call up current information on their accounts, such as their portfolio positions, cash balances and data on checking transactions.
}} In many ways E.F Hutton was a ‘traditional’ brokerage firm, but the company was ahead of its time and influenced the industry with a unique approach to customer service and willingness to explore cutting edge technologies.
Clients would also be offered market commentaries and other general investment information, and would be able to correspond with their brokers by typing messages into the computer. Users will not be able to buy and sell stocks directly by computer, although, conceivably, they could send an electronic message to their broker asking that transactions be made. Hutton said it would charge a one-time sign-up fee of $25 for the service, and a monthly service fee of $17 for unlimited use of the system. Aimed at Active Investors Norman Epstein, Hutton’s executive vice president and managing director of operations, said that offering around-the-clock access to account information would ‘’help us get the customers who do the most trades, the ones who really pay attention.’’ He also said a factor in entering the business was to maintain a ‘’leading-edge’’ image for Hutton. ‘’If Merrill does it, we’re going to have to do it, so we might as well do it first.’’
Simons, president of the Digital Video Corporation, a New York videotex consulting firm. Hutton officials involved in the videotex service concede broker opposition was a major concern, but they now think it has been overcome.
HUTTON IS THE FIRST BROKERAGE HOUSE TO ANNOUNCE HOME ELECTRONIC RETRIEVAL SERVICE, While Hutton is the first brokerage house to announce home electronic retrieval service, others are also studying its possibilities.
‘’For the most part, the account executive wants to talk to his accounts because it gives him the opportunity to sell,’’ said David M.
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ONE // Genome 010010101010001010
dexterous pervasive advanced
FUTURE POSITION The new Hutton will have a digital database of your thoughts, feelings, memories, and opinions, in order to provide you with precise advice about what is best for you. Essentially a back up copy of your mind that is monitored and interpreted by our highly trained professionals. Advanced technologies will be paired with a highly trained staff of professionals to provide clients with highly specific advisement that will put them ahead of the competition. The Hutton company will remain experts in wealth management, but expand its expersise to all of life’s investments including but not limited to, personal health, family planning, digital profile management and personal security.
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CHANGING COMPETITION Although E.F. Hutton has always been a forward thinking company, the innovation pertained specifically to the wealth management industry. As a result, Hutton’s competition was solely other brokerage firms. The new Hutton brand will be concidered a trusted advisor in all things related to perosnal success. Because the company will expand into more personal areas, it is in a new, broader competitive arena with a wider range of companies. The new competition now includes more personalized service based businesses, such as life coaches, career counselors and health care providers.
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ONE // Genome
PAST
010010101010001010
FUTURE
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TWO // Evolution 010010101010001010
2 EVOLUTION
The inheritance of non-standard genes that improve fitness. Individuals that inherit these characters will survive at the expense of those who do not.
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H U T T ON
WE PROVIDE HIGHLY INFORMED ADVICE TO OUR CLIENTS SO THEY CAN MAKE DECISIONS THAT LEAD TO SUCCESS. }} The original company was a brokerage firm that prided itself on being customer centric and forward thinking. Brokers provided personalized advice that helped clients make informed investment decisions. }} The new company builds on its core of personalized advisement by deepening knowledge and understanding of clients. The new Hutton believes every decision in life is an investment with the potential for success.
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TWO // Evolution 010010101010001010
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H U T T ON K N O W S
Hutton will combine big data and personal client knowledge to provide hyper customized, proprietary advice that gives our clients the upper hand.
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HUTTON KNOWS BEST.
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H U T T ON K N O W S }} Hutton will combine intelligence, big data and personal client knowledge to provide customized proprietary advice that gives our client the upper hand.
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TWO // Evolution 010010101010001010
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COMPANY LETTERHEAD The business system for Hutton will be subtle and airy. We will suggest our intelligence and knowledge of customers with the use of DNA imagery. The system will boarder on clinical. The design should be approachable to all our customers. It is important that with all things in our brand, everyone can see themselves in us. Overbearing styling is too specific for a company that knows about everyone.
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H U T T ON K N O W S
INTELLIGENT COLORS
CONNECTION
INTEGR ATION
Pantone 381 C
Pantone 317 C
Our brand colors were carefully selected to reflect the advanced technical and intellectual nature of the brand. Custom neutral tones evoke an approachable, trustworthy feeling. The bright blue and green provide a scientific, technical contrast and bring to life the feeling of advancement and vitality.
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SPACE
GRE Y MAT TER
DATA
Pantone 296 C
Pantone P-169-13 C
Pantone 7544C
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COLOR/ MINIMUM SIZE
}} Do not shrink the mark to less then 0.5” width when printing.
}} Use the word mark alone when less then 0.5” width
DATA
CONNECTION
Pantone P-169-13 C
Pantone 381 C
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H U T T ON
PRECISE CONSTRUCTION Although we still honor our founders, the new company is apart from traditional financial companies. The initials have been dropped to reflect this change. The simplified name creates a more approachable vernacular and encourages our customers to be on a “first name basis” with the company. To see Hutton as an extension of themselves. The new mark is made from a stylized version of ‘brackets’ which are used in program coding. This reflects the advanced technology that underlies all of our products and services. The H shape that the brackets form is reminiscent of an X chromosome representing both the company name and hyper personalized nature of our advisement services.
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TWO // Evolution 010010101010001010
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H U T T ON K N O W S
INCORRECT PROCEDURES
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TWO // Evolution 010010101010001010
Don’t stretch it.
Don’t squish it.
Don’t rotate it.
Don’t turn the name sideways.
Don’t place the name on top.
Don’t place the name over the mark.
Don’t change the opacity.
Don’t convert it to outlines.
Don’t add shadows.
Don’t change the colors.
Don’t apply images or patterns.
Don’t apply a gradient. 39
H U T T ON K N O W S
NOTATION STYLE Clean subtle type reflects our gentle coaxing messages. There is no need to use bold faces. We speak with authority, our communication is very convincing. We are believable without shouting. Our language is personal and subversive.
// Gubia Alternate 36/32 & Akkurat Light Pro 8/12
SPEAK WITH AUTHORITY. 40
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}} Use for headers, subheads and large to oversized messages. }} Headers should be all caps. Subheads should be in upper lower case.
GUBIA LIGHT ALTERNATE Gubia Light Alternate
}} Use for body copy
Akkurat Light Pro ABCDEFGHIJKLM NOP QRST U V W X Y Z ab c defghijklm nop qrstuv w x y z 12 3 4 5 6 7 8 9
}} Use for body copy on dark backgrounds for better legibility.
Akkurat Pro Regular ABCDEFGHIJKLM NOP QRST U V W X Y Z ab c def ghijklm nopqr s tu v w x y z 12 3 4 5 6 7 8 9
}} Use for side notation headers in all caps. }} Use for pull quotes.
}} Use only when needed to be grammatically correct.
Akkurat Light Pro Italic ABCDEFGHIJKLM NOP QRSTUV W X Y Z abc defghijklm nop qrstuv w x y z 12 3 4 5 6 7 8 9
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
3 EQUILIBRIUM A stable situation in which products and reactants are balanced.
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H U T T ON K N O W S
Our products and services are powered by a combination of our highly skilled advisors and your digital DNA. We aim to know you better then you know yourself. 44
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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H U T T ON K N O W S
STUDY PARTICIPANTS
Mark
Naomi
}} Hates when people are late because he believes his time is valuable.
}} Very busy because of family and full time work plus side projects.
}} Travels constantly for work so he is always in unfamiliar places.
}} Makes a lot of investments that have become hard to keep track of because no one is helping them.
}} Hates committing to plans because he wonders if something better will happen. }} Loves technology and always has the newest gadget or app.
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}} Constantly on her phone, tablet, computer, researching because she fears commitment.
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Scott
Elaina
}} An adrenaline junkie who races motorcycles.
}} Ballerina/model, travels constantly.
}} Works long hours because his goal is to get promoted.
}} Fridge is always empty because she is never home and doesn’t know how to cook.
}} Sleeps less than six hours a night because he makes time for working out, social time and work. }} Always on the go because he gets restless easily.
}} Makes good money but hasn’t taken the time to learn how it has been invested. }} She likes to have other people make day to day decisions so she can focus on dancing and modeling.
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H U T T ON
STUDY PARTICIPANTS
Jess
Matt
}} Has trouble planning ahead because she never knows when she will have free time.
}} Gets overwhelmed by the possible repercussions of his choices.
}} Money is tight because of school so she worries about everything she buys.
}} Surprises make him uneasy so he always does research to ensure he has the upper hand.
}} Dating is hard for her because she doesn’t want to waste her time getting to know someone if it isn’t going to work out.
}} Fears being left out.
}} Lacks a clear picture of future goals so she is insecure in professional situations.
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}} Worries about being taken advantage of so he acts very guarded. }} Has been at the same job for 5 years but is afraid to ask for a raise or look for new positions.
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
STUDY PARTICIPANTS OUTSIDE THE SCOPE
Kathy
Betty
}} Mother of two who buys everything in bulk because she fears funning out of supplies.
}} Lives in a senior community so people make most decisions for her.
}} Doesn’t like leaving things up to chance so she sticks to her routine because it keeps her on track.
}} Her family comes to visit so she never has to travel.
}} Wants to be available for her kids so she mostly stays close to home. }} Doesn’t work so she does everything herself. She feels it’s her way of contributing.
}} Never embraced technology and rarely uses the computer. }} Doesn’t believe in taking risks so she sticks to a sure thing when making investments.
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H U T T ON K N O W S
PRODUCTS AND SERVICES Benefits and Potential
HUTTON’S OFFERINGS
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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NEVER OVERSPEND. WE DON’T ALLOW IT.
Dynamic Budgeting Hutton’s Dynamic Budget Tracker will help you create a budget and stick to it. Link your cards and accounts to the tracker and let us take care of the rest. Every time you make a purchase, your budget will be updated automatically. When you reach your maximum in an area, you will receive an alert and your card will be denied at all locations.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
Budget Generator Dynamic Balance Spending Analytics Credit Shutdown 55
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
WEALTH MANAGEMENT STRATEGIES DESIGNED SPECIFICALLY FOR YOU.
Financial Planning In todays world education is an ongoing process. Looking ahead at your education can keep you focused on important milestones, allow you to save and plan your time accordingly so you never miss an opportunity due to a lack of credentials. Regardless of the path you choose to take in life, there are always strategic learning opportunities that can help you get ahead. Hutton will work with you to map out your most effective education path.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
WE MAKE SURE YOU’RE ALWAYS IN THE RIGHT PLACE AT THE RIGHT TIME.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
GO ON VACATION AND COME BACK SMARTER,
Travel Planning Everyone likes to take vacations, but how often do you consider the residual benefits? You could just go someplace relaxing, but why not learn something, make new friends and strengthen your personal relationships while you are at it. These types of benefits will serve you for a lifetime. Hutton will work with you to create a life time travel plan that takes into consideration, funding, time and frequency of trips, your strengths, weaknesses, career goals and education needs. With Hutton you won’t just come back from vacation relaxed, you will come back better.
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Travel Funding PTO Management Educational Retreats Enrichment Ventures 62
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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YOU ARE NEVER ALONE. HUTTON IS HERE TO HELP.
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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H U T T ON K N O W S
WITH HUTTON’S HELP YOU ARE ALWAYS PREPARED FOR THE NEXT STRATEGIC MOVE.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
Career Planning The new Hutton will take career planning to the next level. You have to be shrewed to compete in todays workplace so don’t just plan for a career, plan out your career. Hutton can help you stay ahead of the curve by formulating a plan for promotions, pay raises, and strategic advanced skill acquirement. With Hutton’s help you will always be prepared for the next step.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
Raise Negotiation
Skill Acquirement
Promotion Ventures
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HUTTON MEMBERS DON’T WAIT FOR OPPORTUNITY TO KNOCK.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
24/7 Head Hunter Just because you have a job, doesn’t mean you should stop looking. Even if you don’t plan on leaving your current position, being aware of other opportunities can provide you leverage. Hutton offers personalized 24/7 Head Hunting services so you are always ahead of the game. Job openings are hyper specific, so you only hear about jobs you are qualified for, in places you would actual live.
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ADVANCED RESEARCH ADVANCED TECHNOLOGY ADVANCED ADVICE 74
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GOOD HEALTH IS A COMMODITY, PLAN AHEAD AND YOU WILL LIVE LONGER. Wellness Planning Money isn’t the only type of currency you can have. Everyday we make decisions that effect our well being, often times without even realizing it. When we do, we are effectively trading small fractions of our health for those experiences. You may not think that the extra hour at the bar, another cigarette break or a second piece of cheesecake is a big deal, but over a lifetime these types of decisions can add up to compromised heath and a shorter lifespan. The new Hutton can help you plan ahead for good health so you wont be faced with a deficit later on.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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PROCEDURES THAT GIVE YOU STRENGTH, WE KNOW YOUR WEAKNESSES.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
WE ANTICIPATE YOUR NEEDS WITH ACUTE PROCEDURE MATCHING Medical Consulting Medicine is evolving at lightning speed and there are many new treatments and procedures available that can help you be a better you. But you won’t get them if you don’t know they exist or don’t understand what the benefits are. Hutton can help. Our new medical consulting service does the in-depth research for you. When we find a treatment or procedure that is a good match, we let you know. If you are interested we will help you find specialists, set up appointments and plan for a speedy and comfortable recovery.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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STARTING A FAMILY CAN BE STRESSFUL. USE US TO NAVIGATE THE TOUGH DECISIONS. Family Management You were on your own for a while but now you are married and starting a family. Congratulations! Let Hutton guide you through the tough decisions with our personalized Family Management services. With an in depth knowledge of your life data, our specially trained agents will find and interview nannies, help you determine which products to buy and which schools are best. They can even help you navigate the politics of parental communities such and the PTA by researching the members and its events to make sure you get on the right communities.
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School Selection
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
Nanny Screening PTA Politics
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BE MORE EFFICIENT.
Hutton Assist App We know everything about you so its easy to predict your needs. With Hutton Assist, grocery shopping, drug store runs, house keeping and paying bills are a thing of the past. Simply use the app to activate chore fulfillment, or set it on auto pilot and our experts will handle the rest. We scan your mail so you only read the things you would want to, Groceries are ordered for you based on past purchases and dietary needs. You can even upgrade your system to include our house keeping robot. Each one is specially programed by Hutton experts to match your individual cleanliness preference.
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H U T T ON K N O W S
WE HELP GET YOU WHAT YOU NEED WHEN YOU NEED IT. 90
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
Grocery Delivery House Cleaning File Organization Mail Scanning
}} We know you’re busy so we are here to take care of the details. Hutton can help you get organized and stay that way.
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WE HAVE ACCESS
H U T T ON K N O W S
THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
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TO ALL YOUR INFORMATION.
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THREE // Equilibrium 0 1 0 0 1 0 1 0 1 0 1 0 0 0 1 0 1 0
DON’T WASTE TIME. WE WILL FILTER YOUR OPTIONS FOR YOU.
Profile Manager Managing multiple social media profiles can be tedious. It is easy to get bogged down by friend requests, pokes and dating inquiries. Save the hassle and let Hutton keep up with your in-box and manage your profiles. We will research your requests and let you know who is a good connection and who isn’t. We know you and your goals so let us manage your dating profiles too. Snap judgments often lead nowhere so why let your hormones get the best of you. We will only forward profiles that match up with your real needs and desires.
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TRUST US. WE KNOW EVERYTHING ABOUT YOU.
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