A Professional’s Guide to Collaboration (and how we use it in the Family Office World)

The marketplace is driven by the consumer. The days are gone when the client goes to a professional for his vast technical expertise. Therefore, effective marketing is focused on the consumer, not the service provider.

• What are major preconceived stereotypes about your industry and organization?
• How can you differentiate yourself? What is at stake?

Networking

• Work on being able to convey your value and niche concisely and clearly
• Example: A The Family Office is a concierge service, communications hub, and Family Governance organization
• Avoid selling. It’s about farming, not hunting
• Challenge: How do you avoid the “me” message?

Connecting

• Educate, don’t advertise
• Promote others, not yourself
• Ask,  “What can I do for you?
• Collaboration starts here (not at networking)
• Challenge yourself not to “network” but to connect

Transcending (focus on community)

• Actually put people together (no, this is not done by sending e-mails)
• Do good works in one’s community (and expect nothing in return)
• Example for the Family Office: philanthropy and community involvement as the centerpiece of Family Governance
• Challenge: Do you over-focus on money and under focus on people and knowledge?