Our essence is our north star. It’s what we live and breathe; if we’re ever unsure of the right direction, we can reliably turn to it for guidance. It does not have to be public facing.
The mindset is an internal, aspirational tool: useful for on-boarding new team members and visualising our endgame.
Who are we talking to?
With an appetite for risk as diverse as their demographics, they're ready to go in on innovative, potentially high performing investments. Still, they certainly don't want to lose money and worry they may quickly swim out of their depth.
On top of growing their wealth, retail investors want to understand the mechanics of their investments and, ideally, see their money makes an impact on the world.
They are more experienced than the average retail investor, in pursuit of above-benchmark returns. Homework and risk assessment comes first, especially when their ability to re-earn lost capital may be shrinking every year.
Institutional investors seek performance and transparency in equal spades, for an in-depth understanding of their portfolio they can easily re-articulate to others.
Familiar with us through face-to-face engagement, their clients have long term financial objectives that require a stable, well performing portfolio. If things go south, they risk losing the trust and accounts of said clients.
Demonstrating the strategy and value proposition of our funds helps financial advisors recommend us to their clients: they're in the business of creating confidence.
Our investment themes and insights win interest and earn trust. The key is clarity – our clients delight in being empowered by our transparency, where others obfuscate.
Nobody wants to lose on their investment, yet that's a promise none of us can make. Instead, we must earn trust for the long term through authenticity, commitment and proactivity.
We know that mountains aren't conquered overnight. If we want our clients to commit to that journey, we need to commit to them in our own people, practice and independence.
We traverse the world where our competitors just wait and see; uncover with our hands what they'll profess months later. Our quiet proactivity is our undeniable advantage.
Clarity, commitment, proactivity. Talk is cheap – authenticity is only demonstrated through practice. What we do becomes what people say of us. And they are our best ambassadors.
Their problem
In all their diversity, our audiences are united by one problem. They might have others, but they’re byproducts of this one.
Our solution
Captured in a simple statement of work, our company holds an overarching solution that also creates flow-on benefits.
Creative positioning (visual and verbal) is embracing the concept of 'terrain'.
Mountaineering/Munros are paid subtle homage to, rather than overworking the metaphor.
Clear storytelling, at least right now, is what we're trying to make way for.
Balancing being easy to understand without making the audience feel stupid (or that we're actually trying to hide something from them).
The big goal: to be the global growth manager that has earned trust with clear insight.
