Rockefeller: don't be afraid to give up the good to go for the great

In a March 2026 talk on strategic investor conversations, Richard quoted John D. Rockefeller. Don't be afraid to give up the good to go for the great. He used it to talk about how picky investors should be.

Good is not enough

Richard says that if you focus on good deals, you start thinking you have the deal and it is time to raise capital. At some point you must do that in private equity. His point is to make sure you are picky enough first.

Deal flow is relative

Richard told a story about a friend who sold his business to a public company. The friend felt flooded after seeing about 30 deals in three years. Richard notes that some family offices see 30 deals in a month or a week. A lot of deal flow to one person is very little to another.

Be more than a checkbook

Richard also says many people can write a check. Fewer can open doors, get distribution, help negotiate or make introductions. Those investors see deals first and at better prices.

In Richard's words

"Here's a quote by Rockefeller. Don't be afraid to give up the good to go for the great." (Richard C. Wilson, Family Office Club talk, March 2026)

"But just make sure that you're being picky enough." (Family Office Club talk, March 2026)

How to use this

Count how many deals you see a year before judging one as great.
Raise your bar as your deal flow grows.
Offer more than capital, like introductions or distribution, to see better deals.
Pass on good deals that use up time you need for great ones.

Questions and answers

What did Rockefeller say about good and great?

Richard quotes him: don't be afraid to give up the good to go for the great.

How does this apply to investing?

Richard says to make sure you are picky enough before you commit and raise capital.

How much deal flow is a lot?

It depends. Richard contrasts 30 deals in three years with family offices that see 30 in a week.

How do you see better deals?

Richard says investors who offer introductions and distribution, not just checks, see deals first.