How to Develop a Crystal Clear Advantage

Richard C. Wilson speaks in a Family Office Club podcast about explaining a firm's advantage to investors.

Richard C. Wilson focuses on the one-liner a firm uses with investors. He describes how to make the claim specific, where to use it and why the wording needs to reflect what the firm can stand behind.

In this video: Richard C. Wilson (Podcast host)

What they said

1. Richard on making a one-liner tangible. Richard says a firm's one-liner should name real differentiators, such as its process, strategy, background, team, intellectual property, focus or chokepoints it owns. (at 2:25)
2. Richard on using the one-liner in outreach. Richard says to put the line on a pitch deck's front page and at the top of a one-pager. In a voicemail or email, pair it with the action you want the recipient to take. (at 3:20)
3. Richard on conviction in a pitch. Richard says to make claims you mean. He connects conviction in a pitch with getting investors to feel conviction. (at 5:09)
4. Richard on polished fundraising materials. Richard's rule is to invest at least 0.1% of the fundraising target in institutionally polished materials. For a $100 million raise, he suggests $100,000. He says that could help a firm raise more capital or raise it faster. (at 5:36)

In their words

"the first version will never be the best one"

"why would you go with that brand and then have an abstract symbol"

Why it matters if you are building or preserving great wealth

A name like Austin Senior Living Partners can tell an investor the market and asset class before they open a deck. Richard uses it to show how specific wording can answer a question at a glance.