What inspired me to write Branding Edge?

After more than 25 years working with institutional investors and investment managers, I noticed a recurring pattern.

Many exceptional firms were not overlooked because of their investment performance. They were overlooked because they hadn’t built the level of institutional readiness that sophisticated allocators expect.

Long before due diligence begins, investment committees are already evaluating the firm.

They are assessing leadership, organizational maturity, governance, clarity of purpose, and whether the organization is prepared to be a long-term institutional partner.

That realization changed the way I think about capital formation.

It also inspired me to write Branding Edge.

My goal wasn’t simply to write a book. It was to introduce a way of thinking about what it truly means to become institutionally ready.

I hope the book helps investment managers see their firms through the eyes of institutional investors and better prepare for the opportunities ahead.

These ideas have since evolved into the Fibonacci Institutional Readiness Framework (FIRA™), a practical methodology for evaluating and strengthening an investment firm’s readiness for institutional capital. I will be sharing more about it in the coming weeks.

I’d love to hear your thoughts.

📖 Branding Edge is available on Amazon, Barnes & Noble, IngramSpark, and Lulu.

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