5: $300B LCP’s Dan Mikulskis on The State of Story in the Fund Industry | Why Fund Mgrs Need to Differentiate (For Real) | How Allocators Influence the Future for Boutiques
Billion Dollar Backstory
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The Importance of Specificity in Marketing
When you're writing something, marketing or sales, if you could take the company name out and put somebody else's firm in and it still works, it's not good. Because it should be so specific that you can't swap out the firm. If you have that in your mind when you now read anyone's presentation or their website copy,. things they say about culture, like that could literally be anyone. And that's a red flag to me that you haven't gotten clear enough on what makes you special or you're not brave enough to say it.
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