It is an ethical requirement to know your customer and nowhere is that more important than whenthe market is behaving counter to client expectations'but perfectly in line with what you, as an investment adviser representative'expected. And while volatile markets are difficult markets, an informed client is more likely to be a happy client, even if the results are not what they wanted. Clients must understand that difficult markets are not only the ones in which they lose value'soaring markets must also be managed properly. There are two phases to helping your clients through volatile markets; the first is education to manageexpectations and foster an understanding of risk and the markets. The second is communication to keep them informed of the progress of their portfolios. Clients should be taught that, despite periods of devastating losses and unprecedented market growth, market history reveals that returns over time are relatively consistent. Ethical Guidance in Difficult Markets takes a historical view of the difficult markets in the United States and how the ethical principle of Know Your Customer, backed with education and consistent communication, can help you guide your clients through difficult economic times.