AMF, Unilever, AXA IM, Investment Association, Schroders, Aviva, Ortec Finance, Newton, BBSA, SNS Reaal. : Many people start their new year with diets, exercise, or perhaps a dose of self-help. Bookshops are well stocked with guides to better working, living, thinking, sleeping and even breathing. No wonder the discussion of trade is in such a tangle. The terminology around the subject is almost designed to cause confusion.