Three exercises to help make your firm more distinctive

“My firm has a distinctive and recognisable brand and voice.” This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés…

If you are not top of mind, you don’t exist

Often when we ask fund managers to define their target LPs, they depict these completely dispassionate, machine-like people, devoid of emotion. It’s as if they think the ‘institution’ is making the investment decisions based on a totally formulaic process to capital allocation – as opposed to people that leverage experience and investment acumen; people whose…

A fund’s right to exist – Part III: The pragmatist’s manifesto

Over the last few months, we have been looking at how a fund can establish its “right to exist”, thereby holding the attention it needs from potential investors to make the case for investment and secure commitments. We started by looking at the Goldilocks Principle (finding the right balance between familiarity and relevance, on the…

A fund’s right to exist – Part II: The manager’s paradox

Understanding the building blocks to articulating a fund’s investment highlights is a key discipline for fund managers that want to raise money, successfully. The good news is that you can read all about that in a previous note (“POISE: Four easy steps to pitching your fund”); the bad news is that this is not the…

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