Marketing through performance challenges
Founder/PM: My performance isn’t great right now. Let’s put all marketing and communications on hold.
Me: That's a bad idea
Why? Because it’s easy to talk about things when they are going great. It’s much harder to talk about things when they aren't. I'd challenge it's even more important. Here's why:
1. Your investors already know
If you are worried about calling attention to a performance challenge, let's be honest. Your investors already know. You aren't shining a spotlight on something they missed, you are helping them understand what's going on
2. Control the narrative
It's your story to tell. What is happening, why it's happening, and what are you going to do about it. Just like in life, own it, explain it, and learn from it.
3. Be authentic
No one expects every year, quarter, month, or day to be up and to the right. It's not all rainbows and unicorns. The best portfolio managers have bad runs. The best strategies go out of favor. This is real life. Be a person.
Pro Tip: Boutiques have an advantage here. There doesn't have to be a 'company stance' or a 'party line.' Have honest open conversations with your investors and prospects, write a blog and hit it head on.
Your true fans (investors, prospects, partners, employees) will respect you even more than they already do. It's really hard work, but it's work that matters.
