Why Good Culture Makes for Great Marketing

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Satori Investment Partners believes its culture is integral to its success.  As a matter of fact, the partners feel so strongly about it that it is the very first word on the very first page of their marketing deck.  

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 Not only have I never seen culture appear on page one of any other marketing deck, I have rarely seen it referenced on any page of any marketing material of practically any other fund.  

  

“Why” versus “What”

 Everyone in the industry talks about who they are, what they do and how they do it.  But great marketing starts with “why”. 

 

Culture is at the heart of “why”.

 

So, while the experience (“pedigree”) of the people in the firm is clearly important, “culture” embodies both experience and character. Culture is about what drives people’s actions, not just a history of those actions.  

 

Additionally, culture encompasses more than just “process”.  Culture dictates both why and how people collaborate along with the steps they take that lead to a trading decision.  Culture is about how people interact, how disagreements are resolved and how decisions are made.

 

Why should allocators care?

Culture is a direct reflection of the core values of your firm. 

 

So, if you are looking at investors as long-term partners, then make certain that they understand what guides you and why.  If they understand your firm from the inside out, they are much more likely to stick around in times of stress.

 

In an industry dominated by “every man for themselves,” a culture of cohesiveness is a true differentiator. 

 

JD David

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