In a very numbers-driven industry many investors can miss one of the critical aspects of investing in big banks: that bank's story. In the following video, Matt Koppenheffer looks at Bank of America as an example. The company certainly has a checkered past and burned a lot of investors in the financial crisis, but with new leadership at the helm, it may be time to change the default narrative. 

Matt Koppenheffer and The Motley Fool own shares of Bank of America. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.