Boasting a base of more than 20 million potential customers with a broad range of financial services needs, the Small Business segment has long presented a significant opportunity for US banks. Following the financial crisis disruption, the market has largely settled back into competitive equilibrium, with many banks - and their advisors - allowing a set of conventional wisdoms to constrain their thinking as they craft their strategies. This publication suggests that some of these conventional wisdoms are wrong, and others only half-right.