client communications

The 5 W’s of Carl Braun

© Can Stock Photo / zaganDesign

Legendary investor Charlie Munger once spoke of a great business builder, Carl Braun, and the story of the five W’s. His company was a specialized engineering firm. His rule for all communication became known as the five W’s.

You had to tell who was going to do what, where, when and why.

We write about a great many topics. It makes sense to get back to the basics from time to time.

Who: We manage wealth to try to help people live the lives they desire. To do that, we have to understand your life and your objectives. We do arithmetic, we research things that need to be learned, we think about alternatives. Most importantly, we consult with you—we talk.

What: We listen to you about the things on which you are the expert. We explain clearly and simply the things that need explaining. Together we figure out if we might be of service to you. (Our investment approach is not for everyone. Determining suitability in advance is better for you and for us.)

Where: The center of our business universe is at 228 Main Street in beautiful downtown Louisville, Nebraska. The phones and the internet go everywhere, of course, and work can be done from many places.

When: Nearly every business day until I am 92.

Why: The little answer is that we get paid to manage wealth. (The talk and the arithmetic and all the rest is just to get to the place where we might manage wealth, no separate charge.) The big answer is that this work is an obsession of mine.

The five W’s are a useful framework, but there is one more feature that is different than most of our colleagues. We believe the best way to grow our business is to grow your buckets—not look for new buckets. This has worked well for a long time. We do not plan to change.

Clients, if you would like to talk about this or anything else, please email us or call.

The Things We Do Together

things we do

We figured out a long time ago that three things we do matter the most.

Clients, talking with you is at the top. We connect to understand your situation and collaborate with you on your plans and planning. You are the most important part of our business. Otherwise we have no one for whom to research investments or manage portfolios through LPL Financial.

Research and portfolio management are the other two core activities. Our principles drive both of these: avoid stampedes in the market, seek the best bargains, ‘own the orchard for the fruit crop.’ And both are informed by our connection and collaboration with you.

Although each member of the team serves you in multiple ways, we think of our support infrastructure as the trade desk, the research desk, and the logistics desk. (By logistics, we mean taking care of the details of doing business with you.) These functions connect our main activities.

A funny thing happened when we concentrated on the three activities that are most valuable to you. Less pleasant things that dominate the schedules of most financial types simply disappeared: selling, searching for prospects, marketing to strangers. Ever since, we’ve been able to spend a much higher fraction of our time talking with you and striving to grow your buckets.

If your buckets grow, you like it and our revenues grow. Why waste time and energy on strangers when we can invest it in our friends? It sure raises the enjoyment factor for us.

Clients, we do not know if this is of any interest to you. Writing it helped clarify our thoughts about what we are doing and why. If you would like to discuss this or any other pertinent topic, please email us or call.


The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.

All investing involves risk including loss of principal. No strategy assures success or protects against loss.

It Really Is All About You

© Can Stock Photo / ShutterM

Time is finite, limited, for everyone. We have diligently restructured how we take care of business for you over the past few years to create more time for our key activities. One of those key activities is talking to you, one on one.

Two years ago we were preparing a total makeover of our communications program. In the 21st century, thoughts can emerge from our fingertips and travel at the speed of light to the screens of your computer, tablet or smart phone. The instantaneous aspect of new media is nicely complemented by the permanent archive of our philosophies, methods and views at 228Main.com—available anytime, anywhere.

If we get the same question twice or need to tell the same story twice, we figure a lot more people have the same question or should hear the same story. So we put it out there for everyone.

We also write about case studies, retirement concepts, financial planning issues, the economy, investment strategy and tactics. Topics in the news also get our attention, particularly when there is context we would like to add.

Bottom line, if we think of something that has a chance to improve your financial position, we are going to write about it. It might be a story or a parable or a bit of history or biography.

Each one of you is unique. Some pay attention to our daily comments and features on our Facebook page, Twitter, or LinkedIn. Others ignore all that, but read our blog posts. At least one client already knows how we think, and doesn’t need any more. And a few read everything in every venue.

We get a lot of feedback from our colleagues—but we are writing for you, not them. What would you like to tell us about our blog or social media activity? Are there topics we aren’t covering, but should? Are you getting anything out of it? Do you feel like any time you spend reading our stuff is well spent—or wasted?

Email us or call if you would like to let us know how we are doing.

Meanwhile, if you aren’t connected to daily commentary but wish to, you can bookmark https://twitter.com/MarkLeibman even if you are not registered at Twitter. Or ‘like’ our Facebook page at https://www.facebook.com/LFNEWS. Or connect on LinkedIn at https://www.linkedin.com/in/lfnews/. We look forward to hearing from you.


The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.

Our Success Will Never Hurt You

© Can Stock Photo / Cebas

I never aimed to build an empire, or hire an army of people to run it. From a very young age in business, all I wanted to do was find a group of clients who, if we took care of them, would take care of us. Little did I know how gratifying this outcome would be, or how close our relationships would become!

But nothing succeeds like success. It turns out many of you believe we are good at what we do: understanding your life and goals, framing issues so you can make good decisions, and managing your money effectively in a way that coordinates with your life.

Our communications are simple, accessible to almost anyone who can read. Our stories and essays and parables get shared to friends of our friends, and their friends. You recommend our services when you believe it would be a favor to someone close to you. So growth is inevitably happening, even though we devote all of our thoughts and efforts to growing your buckets and communicating with you—not looking for more buckets.

Consultants advise us to ‘segment’ our client group into A, B, and C clients. This is typically based on economics: big accounts are A, little accounts are C. The advice is to get rid of C clients, move B clients to a junior partner, and concentrate on A clients. Of course, being contrarian, this conventional wisdom has never made sense to us. It never seemed right. More than one of you came to us after getting demoted in this way by some hotshot.

For a long time we’ve been able to say, all of our clients are first class. Increasing efficiencies and improvements to our systems and processes and delegation of administrative duties helped us keep this true.

Between the wide reach of new media and unsolicited referrals, one thing—my time—will come into play as a limiting factor. But we have a thoughtful plan, and I think you will like it.

All the way back to the 1970’s, when you went to Kentucky Fried Chicken, Col. Sanders was not back in the kitchen at the fryer. His recipe was there, his methods were there, his image was there. But associates were doing the work. If our growth continues, as seems likely, new clients—not you—will get the Col. Sanders version.

You folks with whom I have a personal relationship, who value our work and depend on it, you will always have access to me to help with your plans and planning. This is why we say our success will never hurt you. Clients, if you would like to talk about this or anything else, please email or call us.
 


The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.