Do your employees know your firm’s core values by heart?

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Do your employees know where your firm is headed? Do they know it by heart? Should they? Should you? Read about it in my new article in Advisor Perspectives.


Quick! What are your firm’s core values? What about core purpose? Mission? How about your ideal client profile?

Like most advisory firms, your answer is probably along the lines of, “We don’t have them documented,” or “They are written down somewhere, but I’d have to look it up.”

The importance of having a carefully and thoughtfully considered strategic direction and documenting it cannot be overstated. After all, if you don’t have a clear idea on why your firm exists, what business it’s in, what it stands for, who your customer is, where it’s going, when and how it will get there, don’t expect your people to show up to work inspired about your “vision” because, well, there is none.

Thus, if you don’t already have a documented strategic direction, and you want your firm to break through to the next level, set aside some time to think critically about your firm’s identity and trajectory. However, if you’ve already thought through and documented your firm’s strategic direction, yet it wasn’t exactly a life-altering experience for you, now is the time to bring this direction to life.

Read more in Advisor Perspectives.


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