Why are you here? Or, to put it another way, what do you do?
Both are simple questions, but they are much easier to understand
than they are to answer. As a somewhat grey-haired specialist in
communications for private equity funds, I am no longer surprised
by the lacklustre way fund managers describe their propositions.
And whilst the pain that the mediocrity in the marketplace causes
me may be of little interest to you, dear fund manager, what about
the management teams running your next target company? What about
your potential investors? You are in an arms race, even if you fail
to see it. The fact is, there are funds out there with weaker track
records and poorer prospects that are eating your lunch, just
because they have got their ducks in a row when it comes to how
they talk about what they do.
