Institutions are seeking firms that they can hire, engage and partner with for several years. They often need to introduce these firms to their end clients. Managers rely far too much on performance to justify a lack of communication and content about the underpinnings of the portfolio and team. This does not assist institutions in making a case for an allocation. Rethink your focus on performance, extending the purview to the broader context of the firm, its philosophy, professionals and process for money management.