Dare to be different

Portfolio Manager: We are different than every other fund.
Me: Then why are you marketing yourself like every other fund?

The bland are leading the bland.

Being different sounds great on paper. It’s what every sales and marketing guru will tell you:
"Focus on your Unique Selling Proposition.”
"Highlight your differentiators.”
"Why fit in, when you can stand out?”

Why fit in? Because standing out is really lonely and fitting in is what we’ve always wanted to do.

“It’s in our DNA. It’s survival. It’s our 6th grade selves wanting a seat at the cool kids’ lunch table.”

Being different is not for the faint of heart. It takes bravery and vulnerability.

I’ve spent my whole life “not fitting in."

• The new kid

• The only girl

• The first athlete in the honors program at my college

• The wrong degree

• The wrong school

• The wrong types of clients on my roster

Let’s not forget this one -

• A female founder in finance

So, hear me now. Fitting in doesn’t get you the results you want. Being bland doesn’t solve real problems or create real opportunity. Being brave does. You can be brave in this industry. You can be different. You can sit with us.