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Steve Kullback, The Nebo Company

February 10, 2020 by John Ray

Steve Kullback, The Nebo Company
North Fulton Business Radio
Steve Kullback, The Nebo Company
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Steve Kullback, The Nebo Company
Steve Kullback, The Nebo Company

North Fulton Business Radio, Episode 196: Steve Kullback, The Nebo Company

How does a leader find the inner balance necessary to lead a team successfully in a chaotic, rapidly changing world? On this edition of “North Fulton Business Radio,” Steve Kullback, The Nebo Company, joins the show to address this question and much more. “North Fulton Business Radio” is hosted by John Ray and is broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Steve Kullback, The Nebo Company

Steve Kullback, The Nebo Company
Steve Kullback, The Nebo Company

Steve Kullback is a Vice President in The Nebo Company, and heads the Atlanta office and Southeast region. The Nebo Company provides leadership development services to Fortune 500, mid-size companies, non-profits and social entrepreneurs. The firm is based in based in Washington, D.C. with a network of top leadership coaches and facilitators across the country. Nebo develops resilient leaders and organizations through strategy visioning and planning, leadership coaching and integrated leadership development programs, and organizational and talent development facilitation and consulting.

Steve is a seasoned leadership coach and facilitator with over 20 years experience supporting leaders in meeting their most important priorities and challenges. He works with organizations, executive teams, and individual leaders to help them build the leadership capacity to thrive in complex environments.

Steve previously spent several years at PricewaterhouseCoopers in Global Leadership Development, and as a Director and Principal Consultant focused on strategy development.

For more information, visit The Nebo Company website. Email Steve directly, or call 678-921-3305.

Steve Kullback, The Nebo Company

North Fulton Business Radio” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Tagged With: global leadership, global leadership development, Kate Ebner, leadership coach, North Fulton Business Radio, North Fulton Studio, project leadership in VUCA, Steve Kullback, The Nebo Company

Alpharetta Tech Talk: Dave Bernard, ConCap Global

February 7, 2020 by John Ray

Dave Bernard, ConCap Global
Alpharetta Tech Talk
Alpharetta Tech Talk: Dave Bernard, ConCap Global
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Dave Bernard, ConCap Global
Dave Bernard, ConCap Global

“Alpharetta Tech Talk,” Episode 9: Dave Bernard, ConCap Global

Dave Bernard, CEO and Managing Partner of ConCap Global, discussed his work in matching the world’s wealthiest investors with private companies in agtech, technology, cybersecurity, and other areas.  Many of his observations, such as “equity is deathbed capital,” run counter to what is commonly assumed. This must-listen episode of “Alpharetta Tech Talk” is hosted by John Ray and broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Dave Bernard, ConCap Global

Dave Bernard, ConCap Global
Dave Bernard, ConCap Global

Dave Bernard is CEO and Managing Partner with ConCap Global, which brings together international investors and entrepreneurs. Dave is a serial entrepreneur, technologist, inventor, and investor living in Atlanta, GA. An expert in new and emerging technologies, Dave has co-founded several companies, including The Intellection Group (TIG), an innovative technology consulting group that was recognized as one of Georgia’s top 40 most innovative companies in 2007.

For over 30 years, Dave has held developer, managerial and executive positions in a variety of industries, including supply chain logistics, healthcare, real estate, financial services, government and academia. He also led TIG’s development of a patented technology architecture that unifies web development capabilities with voice recognition, text-to-speech, natural language, Radio-frequency identification, and GPS technologies, deliverable to wireless handheld and desktop devices.

For more information, you can contact Dave through LinkedIn or email him directly. To learn more on ConCap Global, you can find their website here.

Dave Bernard, ConCap Global

“Alpharetta Tech Talk” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with approximately $12.9 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you.

 

Tagged With: Dave Bernard, deals, Entrepreneurs, financial services, Funding, innovative technology, North Fulton Business Radio, North Fulton Studio, private investors, software development, Technology, technology companies, vertical markets

Decision Vision Episode 50: Should I Sell on Amazon? – An Interview with Cordelia Blake

February 6, 2020 by John Ray

should i sell on Amazon
Decision Vision
Decision Vision Episode 50: Should I Sell on Amazon? - An Interview with Cordelia Blake
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should i sell on amazon
Cordelia Blake and Mike Blake

Decision Vision Episode 49:  Should I Sell on Amazon? – An Interview with Cordelia Blake

What are the pros and cons of selling your products on Amazon? How do you get started? What are the skills you need to succeed as an Amazon seller? Veteran e-commerce professional Cordelia Blake answers these questions and much more in this edition of “Decision Vision,” hosted by Mike Blake and presented by Brady Ware & Company.

Cordelia Blake, CordeliaBlake.com

should i sell on Amazon
Cordelia Blake

Cordelia Blake has been a successful business owner in the fields of technology and e-commerce for over 20 years. Her diverse skill set spans systems administration, web development, training, training development, customer service, and e-commerce.

After running her own e-commerce company for 5 years which included launching a clothing line, gourmet gift baskets and branded merchandise, she joined the HuntGirl team in 2018. She is also a public speaker, consultant and trainer in the field of e-commerce and runs an organization of Amazon sellers, Scanner Society.

A Philadelphia native who happily transplanted with her family to Atlanta, Cordelia is a graduate of Franklin and Marshall College. She resides with her husband, 2 sons, black lab, and 2 cats in Chamblee, GA.

To learn more, go to Cordelia’s website or her YouTube channel. You can also connect with her on LinkedIn.

Michael Blake, Brady Ware & Company

Mike Blake, Host of “Decision Vision”

Michael Blake is Host of the “Decision Vision” podcast series and a Director of Brady Ware & Company. Mike specializes in the valuation of intellectual property-driven firms, such as software firms, aerospace firms and professional services firms, most frequently in the capacity as a transaction advisor, helping clients obtain great outcomes from complex transaction opportunities. He is also a specialist in the appraisal of intellectual properties as stand-alone assets, such as software, trade secrets, and patents.

Mike has been a full-time business appraiser for 13 years with public accounting firms, boutique business appraisal firms, and an owner of his own firm. Prior to that, he spent 8 years in venture capital and investment banking, including transactions in the U.S., Israel, Russia, Ukraine, and Belarus.

Brady Ware & Company

Brady Ware & Company is a regional full-service accounting and advisory firm which helps businesses and entrepreneurs make visions a reality. Brady Ware services clients nationally from its offices in Alpharetta, GA; Columbus and Dayton, OH; and Richmond, IN. The firm is growth minded, committed to the regions in which they operate, and most importantly, they make significant investments in their people and service offerings to meet the changing financial needs of those they are privileged to serve. The firm is dedicated to providing results that make a difference for its clients.

Decision Vision Podcast Series

should I sell on Amazon“Decision Vision” is a podcast covering topics and issues facing small business owners and connecting them with solutions from leading experts. This series is presented by Brady Ware & Company. If you are a decision maker for a small business, we’d love to hear from you. Contact us at decisionvision@bradyware.com and make sure to listen to every Thursday to the “Decision Vision” podcast. Past episodes of “Decision Vision” can be found here. “Decision Vision” is produced and broadcast by the North Fulton studio of Business RadioX®.

Visit Brady Ware & Company on social media:

LinkedIn:  https://www.linkedin.com/company/brady-ware/

Facebook: https://www.facebook.com/bradywareCPAs/

Twitter: https://twitter.com/BradyWare

Instagram: https://www.instagram.com/bradywarecompany/

Show Transcript

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions brought to you by Brady Ware & Company. Brady Ware is a regional full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:20] And welcome to Decision Vision, a podcast giving you, the listener, a clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from a business owners or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:39] My name is Mike Blake and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton, Columbus, Ohio, Richmond, Indiana, and Alpharetta, Georgia, which is where we are recording today. Brady Ware is sponsoring this podcast. If you like this podcast, please subscribe on your favorite podcast aggregator and please consider leaving a review of the podcast, as well.

Mike Blake: [00:01:01] So, today’s topic is about using Amazon as a sales channel and, should you adopt Amazon or expand the use of Amazon as a sales channel? And anybody who’s listening to this is obviously familiar with the internet. And you’ve heard of this little company called Amazon that started out about 25 years ago selling books online and now, have come to dominate almost anything that we can think of, whether it’s television media or selling laptops and TVs and music and now, smart devices in our home, but, you know, what you may not realize is that Amazon’s selling its own stuff on its own account is actually less than 50% of the business.

Mike Blake: [00:01:52] What are called third-party sellers account for over 50% of Amazon’s annual revenue. It has been that way for some period of time now. So, what that’s done is that that has, to a large extent, democratized the retail sector. You know, you see, back in the old days, if you want to sell stuff online, you did on eBay or you had to put up your own website and build your entire unique e-commerce platform. And that’s no longer the case.

Mike Blake: [00:02:22] You know, there are very few places in the world, certainly, no place in United States you cannot reach by Amazon at this point. Now, is it necessarily for everybody? No. We’re going to learn more about that. But, you know, if you’re thinking about, you know, how do you get Amazon to pick your stuff up, it’s not necessarily that hard to get Amazon to pick your product up, but it’s hard to kind of keep it there because they do have a fairly tightly regulated ship.

Mike Blake: [00:02:49] And there are some pros and cons. If you are going to put products on Amazon, you are going to give some things up in order to do it. And so, I am not qualified, as is the case for most of our topics. I’m not qualified to talk about that topic other than what I just said. And so, I have brought in a very special guest expert for our show today. And her name is Cordelia Blake. And yes, that Cordelia Blake, the fabulous and marvelous Cordelia Blake.

Mike Blake: [00:03:21] And in spite of the fact that she is indeed my wife, she is very successful and has been a successful business owner in the fields of technology and e-commerce for over 20 years. Her diverse skill set spans systems administration, web development, training development, customer service, and e-commerce. After running her own e-commerce company for five years, which included launching her clothing line, gourmet gift baskets, and branded merchandise, she joined HuntGirl in 2018, where she is a partner.

Mike Blake: [00:03:50] She is also a public speaker, consultant, and trainer in the field of e-commerce and also runs an organization of Amazon sellers called Scanner Society. You can also see at least some of her Amazon training and informational videos on YouTube. A Philadelphia native who happily transplanted with her family to Atlanta, Cordelia is a graduate of Franklin & Marshall College. We actually met in the registration line in freshman year. She resides with her husband, me. I think that’s me anyway, two sons, a black lab, and we want a dog, by the way, anyway, and two cats in Chamblee, Georgia. Cordelia, dear, welcome to the program.

Cordelia Blake: [00:04:27] Thank you so much for having me on, honey.

Mike Blake: [00:04:30] So, this Amazon thing, it’s so big, it’s kind of hard to get your arms around, isn’t it?

Cordelia Blake: [00:04:39] It is, and frequently the last people you should ask about it are anybody that works at Amazon. So, that makes it like doubly difficult to find out what to do.

Mike Blake: [00:04:49] So, I was right in not finding somebody who’s an Amazon driver or a warehouse worker to come on and do the podcast, they’re not going to know the knots and bolts.

Cordelia Blake: [00:04:56] Or even an executive.

Mike Blake: [00:04:57] Yeah.

Cordelia Blake: [00:04:57] Even an Amazon executive. I’ve spoken with Amazon executives there. The way they run their ship is very vertical. So, if you’re in one division of Amazon, you know that division and nothing else. I’ve met executives who have literally not heard of other things Amazon’s doing. They just don’t stay up to date. So, they’re not really your business partner. They’re just a service provider that you need to manage.

Mike Blake: [00:05:23] So, maybe this is obvious, but I don’t want to assume, if a company is not already selling their products on Amazon, why should they consider doing that?

Cordelia Blake: [00:05:34] So, a company, I kind of want to unpack that a little bit. So, companies who sell products is a little bit vague. So, you have companies that produce their own products. Maybe it’s, you know, their patented product or their dream product or their passion product. Commonly, you’ll have a company that is a distributor for other companies. That’s a model that’s been around for hundreds of years and still very much in play. So, they sell, you know, like a Foot Locker doesn’t really sell Foot Locker shoes, they sell Nike, they sell Adidas. They’re essentially a re-seller for other brands, but they have products to sell. So, there’s different kinds of product companies and different solutions that work for the size of the company and what kind of products they sell.

Mike Blake: [00:06:25] And so, you talked about something I think is a very important distinction, and in particular, I think your comment’s going to be interesting, because you’ve drifted back and forth between those worlds. There are companies that indeed sell their own products on Amazon as a garden variety retail channel.

Cordelia Blake: [00:06:43] Correct.

Mike Blake: [00:06:43] Right? And then, there are the re-sellers, right? The third-party sellers-

Cordelia Blake: [00:06:47] Right.

Mike Blake: [00:06:47] … and something called retail arbitrage we’d maybe get into later in the show.

Cordelia Blake: [00:06:52] Well-

Mike Blake: [00:06:52] But what is the difference between those two?

Cordelia Blake: [00:06:54] So, there’s also a scale difference. So, Foot Locker, which is the example I gave, they’re essentially a re-seller, right? I mean, you go to Foot Locker, you’re not buying Foot Locker sneakers, but they’re a massive company with lots of revenue. Then, you also have people who are essentially hustling out of their garage or they have smaller businesses where they’re reselling products, whether they acquire them wholesale like Foot Locker does or they acquire them arbitrage, which is a term used to describe really buying stuff retail, whether you buy it at Walmart or you buy it at Walgreens or you buy it on walgreens.com and then, you just sell it on Amazon.

Cordelia Blake: [00:07:33] Now, that business model is a lot dicier than it was five years ago. But there are many, what I would call, more legitimate like bigger established brands and companies that are essentially re-sellers that are distributors. And so, for them, you know, their business model is valid. They just have to understand how e-commerce can now integrate within it.

Mike Blake: [00:08:00] Now, a fun example of the retail arbitrage or RA, as it’s called in your community, is, I remember when you used to sell Trader Joe’s peppermint tea.

Cordelia Blake: [00:08:11] I do.

Mike Blake: [00:08:12] Right?

Cordelia Blake: [00:08:13] Yes.

Mike Blake: [00:08:13] And that used to be a big moneymaker, because it was a seasonal item and Trader Joe’s still has only select locations, they’re not ubiquitous like a Kroger is, right? And they haven’t caught on or if you can even still do this anymore. Well, you have to tell me why you stopped.

Cordelia Blake: [00:08:28] It’s still on Amazon.

Mike Blake: [00:08:28] But I remember there was a time that we went into, I think, the Buckhead Trader Joe’s, right? And I’m the idiot. I’m starting to like put the stuff in the shopping cart. You’re like, “No, no, no. Wait here”, right? You went back to the manager, you basically said, you know, “How much can I just buy all of your inventory?” Right? And we lucked with that inventory, filled up our old broken down CRV with peppermint tea and the truck smelled great and that stuff sold very well and made a pretty tidy profit with that.

Cordelia Blake: [00:08:58] I did. I think I tripled my money on that. So-

Mike Blake: [00:09:00] But those are getting harder to come by as, I guess, people are catching on and-

Cordelia Blake: [00:09:04] And also, brands are a lot more savvy now than they were even a few years ago. So, now, Trader Joe’s, you can actually still find that tea on Amazon. Trader Joe’s does not sell on Amazon. So, what Amazon does is they essentially take advantage of the third-party smaller sellers to fill the gaps in inventory for companies that won’t sell to them. So, if they go to Nike or Trader Joe’s, they’re like, “Hey, we want to sell your products”, and they’re like, “F you, we don’t want to sell on Amazon. You’re going to kill our product.” They’re like, “Fine, Cordelia will sell it”, you know. So, I don’t do arbitrage anymore.

Cordelia Blake: [00:09:39] Right.

Cordelia Blake: [00:09:39] I don’t do that business model anymore for a lot of reasons. But yeah, you could go and so, those tea boxes were about $2.50 each and a four-pack, so that costs $10, four boxes selling for $25 to $30 on Amazon. Now, that’s not all profit because Amazon, you know, they’re like the dealer in Vegas, right? The dealer always gets paid. So, that would be about, you know, a $7 profit per unit.

Mike Blake: [00:10:07] But you sell enough of them and it becomes worthwhile, right?

Cordelia Blake: [00:10:10] It’s nice.

Mike Blake: [00:10:10] So-

Cordelia Blake: [00:10:10] Yeah. And Trader Joe’s runs out. It’s a seasonal product. And people love that tea, they buy it as long as it’s available.

Mike Blake: [00:10:17] So, lots of companies aren’t already selling on Amazon. I think to me, you would think that Amazon being so ever present, right? You can’t get away from Amazon anymore. I don’t think there’s a place in country you could hide out from Amazon conceivably. But there are companies that are not yet selling on Amazon. You know, in your mind, why do you think that is? And you said that there’s some companies that do not want to sell on Amazon. Why do they make that choice?

Cordelia Blake: [00:10:46] So, Amazon is its own ecosystem. They have their own rules. They’re irrational. They don’t do what they say they do. It’s crazy. And so, you really need to know that ecosystem well. And there’s not that many people that actually know it well. So, if you treat selling on Amazon like, say, any other channel that you might sell on, then you’re probably going to have a bad experience because you don’t understand the rules of Amazon. And Amazon, they don’t always tell you the rules, you kind of have to figure them out, which is why bringing in a consultant or somebody else who can help you on your team is a really important part of that decision, in my opinion.

Mike Blake: [00:11:25] So, what’s an example? In fact, you and I are having lunch, I think, you gave a good example of this. What’s an example of somebody accidentally stepping on a landmine? Because I didn’t understand how Amazon works, that you’re telling me a story about there’s this individual inside a company thought they’re doing everything right, right? That was their intent.

Cordelia Blake: [00:11:43] Yeah.

Mike Blake: [00:11:43] Right. And then, bad things happen. So, why don’t you take us through that story, because I think it’s very illustrative.

Cordelia Blake: [00:11:47] So, this was a business, a completely legitimate business. They were selling wholesale and private label products on Amazon, had an employee who, you know, did all the things that he was supposed to do. This employee decided to open their own Amazon account and do their own selling.

Mike Blake: [00:12:05] Now, with competing products, it turned entirely different.

Cordelia Blake: [00:12:07] They weren’t, in any way, competing, they weren’t trying to be devious or difficult, they were just doing their own thing on the side. But they used the same cell phone number on that account as they had listed on their user account on this business account. And that business account got shut down for months. They finally had to go through legal to get unsuspended. And she had to fire the employee. It was a disaster. Months of revenue just gone.

Cordelia Blake: [00:12:38] So, I mean, this is kind of a bigger picture thing. I actually think Amazon really needs to be regulated in the US, but there’s very little recourse like she should have been able to just say, “Hey, this guy did his own thing. We don’t sell the same accounts.” And he shut down his account. As soon as it happened, he felt terrible. It was not intentionally done. And she said, “The account shut down, the cell phone is disconnected. It was-“, blah, blah, blah. All you get is like a bot. You’re not getting a human being who’s actually taking your case.

Mike Blake: [00:13:15] Right.

Cordelia Blake: [00:13:15] And so, for her, you know, this was her business, tens of thousands of dollars of revenue a month, and for Amazon, it just wasn’t even on their radar. And so, a lot of what we do in the consulting world is work to prevent suspension. We tell our clients, “Don’t do this because you might get in trouble”, not because it’s rational or makes sense, but just because I’ve known people who it’s happened to.

Mike Blake: [00:13:41] So, you know, if you’re in a sell on Amazon, then you need to make a commitment to understanding that ecosystem. Is it fair to say there’s kind of a language to Amazon as well?

Cordelia Blake: [00:13:50] There is. And if you’re a larger company, which I know that’s what your audience is, it’s more larger companies, I’m still surprised at how many large companies treat the decision to sell on Amazon as if it’s like a side hustle. So, you could have $500 million in revenue and you’re still really essentially treating it like a side hustle. And I just feel like you need to treat it, if you were opening like a new amazing facility in midtown Manhattan, right?

Cordelia Blake: [00:14:19] And you were investing in the pretty storefront and you had a grand opening with models and movie stars. You wouldn’t get your junior intern who was still in college to manage that, but that is what big companies do with Amazon all the time. They don’t treat it like that midtown Manhattan opening. They treat it like the side hustle. And then, the top-level executives in the companies don’t understand. They don’t know what’s happening. They don’t know how to make these decisions.

Cordelia Blake: [00:14:48] And so, things go wrong. And so, some companies, rather than dealing with any of that, they just opt out. So, that kind of goes back to your original question, why would a company not sell, because they’re just not ready for that commitment or they don’t even know where to get the information, because there’s no certification for Amazon consultant. So, everybody says they’re the best and that they know what they’re doing.

Mike Blake: [00:15:10] Right.

Cordelia Blake: [00:15:10] So, you have to kind of suss that out.

Mike Blake: [00:15:13] But what makes them more confounding is it sounds like it’s a lot like Google, that Google has algorithms that they maintain or change or whatever, and they don’t tell anybody, right? In fact, their model is to keep people guessing, I guess. And I don’t fully understand why that is, but their model is to keep people guessing. And I guess Amazon kind of works the same way, too. So, even if you think you’ve got Amazon nailed right today, January 10th, the day we’re recording this podcast, you know, by July 1st, it could be completely undone.

Cordelia Blake: [00:15:54] It could be and, you know, their trade secrets, the way they do the AI, there’s actually some legislation in Europe to regulate this in terms of informing sellers how search works. But here, we don’t have anything about that. And so, we’re all basically trial and erroring what works and what doesn’t, because what they tell us is basically wrong.

Mike Blake: [00:16:21] So, there are smaller sellers and larger sellers on Amazon. I’m curious, I can be of two minds, do you think larger companies have an easier time on Amazon or do you think smaller companies may have an easier time because they’re more willing to learn, they’re more nimble?

Cordelia Blake: [00:16:38] Well, I think like any business, it really depends what your goal is. So, if your goal is to have like a small income, then as a small salary, you definitely have an advantage. But if your goal is to use Amazon as a tool to both increase your sales by millions and also increase your marketing reach, because, you know, people see your product there, then a bigger company has an advantage because really, any business that can like lose money longer has an advantage. A smaller business, they have to be profitable to eat. But a larger company can pour tens of thousands of dollars into something and say, “Okay, well, we know in five years, this is going to be profitable to this point, so we’re going invest this much.” And it is very hard for a smaller seller to be able to have those resources to do that.

Mike Blake: [00:17:31] So, you know, let’s say that somebody comes to you and they want to know about Amazon, they say, you know, “I know all about online selling, I’m on a website. I’ve sold on eBay. I’ve sold on jet.com”, are they pretty much all the same? How much does that experience with other channels translate into an Amazon exercise?

Cordelia Blake: [00:17:54] I mean, every channel has its own rules, its own ecosystem, its own platform. And so, just as I know people who are Amazon sellers who fail utterly at eBay, because they don’t take the time to learn how eBay is different. If you are really good at your own e-commerce site or your own brick and mortar location or whatever your current business model is, any time you venture into a whole new area, which is what Amazon is, it’s a whole new area, and people, again, they don’t really treat it like that, then, you know, you have to learn the way that works.

Cordelia Blake: [00:18:26] I see all the time, like even catalog listings, you can tell by looking at a listing once you kind of know what to look for, that they just took their listing off their website and upload it to Amazon. They didn’t actually take the time to learn how an Amazon listing is its own separate thing. And you can tell. So, absolutely, any kind of knowledge you have in another area, it doesn’t necessarily apply to Amazon.

Mike Blake: [00:18:51] So, I’m going to change gears a little bit, but one thing that strikes me about the Amazon platform that I’ve learned observing you and observing how you advise your clients is Amazon has one big drawback that would concern me and that as the seller, you’re never going to own that retail channel, right? At the end of the day, you are completely at the whim and the mercy of what Amazon decides to do with you, unless you have an exceptionally large legal budget, basically, right? And including if you have an Amazon account and identity, it’s hard to even transfer that. If I’m a business and I’m selling a lot through Amazon, it’s actually hard to transfer that to a buying party, isn’t it?

Cordelia Blake: [00:19:45] Technically, you’re really not supposed to even do that.

Mike Blake: [00:19:47] Right. Okay. Yeah.

Cordelia Blake: [00:19:48] Yeah.

Mike Blake: [00:19:48] Technically, you’re not even supposed to do it, right? So, now, if I’m selling my stuff on Amazon, technically, my business is not saleable, because I’d had to shut it down.

Cordelia Blake: [00:19:57] So, the nuance of that is, the way that you handle that is if you’re setting up an account correctly, what a lot of people do is they set it up in their name and their personal email or their personal business email. So, I would do, you know, my accounts in are Cordelia Blake, cordelia@whatever, whatever, right? But what they should do is to the extent keep—their possible is have all the emails be generic.

Cordelia Blake: [00:20:19] So, have your, you know, amazon@mycompany.com. And so, then you’re not really selling your Amazon account, you’re actually selling your business entity and your bank account. So, if you came in, acquired my business, and you have the bank account and the email and all of the inventory and the log in, you can essentially take over the operation of that account, because it’s not in my personal name.

Mike Blake: [00:20:46] Right. So then, that becomes transparent.

Cordelia Blake: [00:20:49] It’s like an asset of your business. But if you read Amazon’s policies, they say that you’re not allowed to sell an account to somebody else.

Mike Blake: [00:20:57] Right. Right. You know, it’s a little bit minutia, but it’s important if you sell the company that owns the account, right? Then, if you set it up correctly, then as far as Amazon is concerned, that’s entirely a transparent process.

Cordelia Blake: [00:21:15] I mean, honestly, they won’t even know about it.

Mike Blake: [00:21:16] They won’t even know, right?

Cordelia Blake: [00:21:17] Right.

Mike Blake: [00:21:18] And I would imagine on some level really don’t care, what they need to make sure is that there’s some sort of chain of accountability, right? That’s what Amazon’s got to be looking for.

Cordelia Blake: [00:21:28] Today, maybe yeah.

Mike Blake: [00:21:30] Today, maybe yeah. Again, check back with us in six months, right?

Cordelia Blake: [00:21:34] Yeah.

Mike Blake: [00:21:34] You ought to do an Amazon podcast. You never thought of that before, right? All right. So, we’ve gone through this, we’ve set up some of the risks. What does it cost to sell on Amazon?

Cordelia Blake: [00:21:47] It actually costs very little in terms of actual, like you just write a check. A professional seller’s account, and this is the same account every seller has, whether you’re, you know, me, little in my garage or you have a multi-million-dollar account or whatever, it’s $39.99 a month for your sellers account.

Mike Blake: [00:22:05] Okay.

Cordelia Blake: [00:22:05] That’s it. That’s really the only fee. Now, of course, there’s like business costs, like pay per click and inventory and all that kind of stuff, but the actual costs, whereas if you started your own e-commerce site, you know, you’re going to have to invest in the infrastructure of your site, warehousing. I mean, Amazon even will let you use their warehouse. And you’re fulfilled by Amazon and you just pay us a fee based on the number of units that you have in the warehouse. So, it’s not like you have to pay a flat monthly rent. Like if you rented a warehouse, you have to pay rent whether you have stuff or not.

Mike Blake: [00:22:38] Yeah.

Cordelia Blake: [00:22:39] Whereas at Amazon, you only pay on the stuff you actually have in the warehouse at the moment. And so, there are a lot of advantages they give to smaller businesses that would be very hard to leverage on your own.

Mike Blake: [00:22:52] And do they take a percentage of the sales price as well?

Cordelia Blake: [00:22:55] Yeah, they take a percentage of the sales price. They take a fee for fulfillment. They take some other fees and some more fees.

Mike Blake: [00:23:03] That sounds great. We need to build Amazon. Screw this podcast.

Cordelia Blake: [00:23:07] Yeah.

Mike Blake: [00:23:07] We’re going to build an Amazon competitor right now. Forget it.

Cordelia Blake: [00:23:10] I actually know an entrepreneur who built a marketplace. It wasn’t Amazon, but he did turn his business into a marketplace so that he could sell other people’s products as well as his own.

Mike Blake: [00:23:19] Okay.

Cordelia Blake: [00:23:19] So, that is a viable business option if you’re in a niche market.

Mike Blake: [00:23:24] Okay. Now, you said something that might surprise a listener and that is pay per click. When most of us think about pay per click, we think that that’s basically Google, right?

Cordelia Blake: [00:23:35] Right.

Mike Blake: [00:23:35] But Amazon has its own pay per click, its own search algorithm, its own search ecosystem, correct?

Cordelia Blake: [00:23:42] It does. And it’s kind of funny, because now, you read all these articles about how Amazon’s growing their advertising revenue. And I’m like, “That means they’re making me pay more money for my ads.”

Mike Blake: [00:23:53] Okay.

Cordelia Blake: [00:23:53] That’s what that translates as, in case you’re wondering.

Mike Blake: [00:23:56] So, maybe the short answer is if you’re an Amazon re-seller, at least have Amazon stock so that you get some of that back.

Cordelia Blake: [00:24:02] It used to be-

Mike Blake: [00:24:02] Not an investment recommendation.

Cordelia Blake: [00:24:04] It used to be that if you had a product that was relevant to the customer, that wasn’t saturated, that was niche-specific, and was a good fit for what the customer wanted, you really didn’t need pay per click. You could just launch, you could write a solid listing and the customer would find your product. And if it was what they wanted, you know, I’m not talking about selling people’s stuff they don’t want, but like, if you’re really into grass-fed cattle jerky and you sell grass-fed cattle jerky, then you could sell them on Amazon.

Cordelia Blake: [00:24:33] I still want stuff all the time, no ads. But in the last year, that has really changed. It’s almost impossible to do a product launch at any level now without pay per click on Amazon. And then, there’s a lot of Amazon sellers, especially larger companies who, you know, they have off-Amazon marketing as well. And so, that helps their Amazon sells, too.

Mike Blake: [00:24:55] Yeah, I know one of my clients, you know, opened their own Amazon channel about two years ago and they combined that with influencer campaigns, because they do consumer products, right? And basically, there’s an element of affiliate marketing with it. And then, you know, press the Amazon link and then buy through Amazon, right? So, what I’ve learned, it sounds like you’re saying is correct, is that you could make your distribution effort and marketing effort entirely self-contained within the Amazon ecosystem or the Amazon ecosystem and retail channel could be supported by other by other marketing channels as well.

Cordelia Blake: [00:25:35] It could be. And, you know, a lot of times, and I’ve done this, you know, you’ll get a Facebook ad for something that you’re interested in. And instead of clicking through the ad, I switch over to Amazon and look for that product, because I’m like, is that legit or are they going to take me to somewhere, website or whatever? I don’t know, it’s suspicious, whereas there is this trust of Amazon.

Cordelia Blake: [00:25:53] And so, there’s a lot of companies who it’s not always a direct click, where, you know, you click from the Facebook ad to the Amazon product, but that marketing results in increase in your Amazon sales, because people then start searching for your product. And I think if you have a product that you produce or represent that, at the very least, you should have enough of an Amazon presence so that if people are already searching for it on Amazon, you’re not losing those sales, because you’re not there. So, that’s kind of a minimal level of Amazon participation, I think, a lot of companies should have that they don’t necessarily have.

Mike Blake: [00:26:31] And I have to imagine that’s even made all the more complex, because Amazon, itself, is now offering an increasing array of its own products.

Cordelia Blake: [00:26:39] They are. And they will steal your customers like without even thinking about it.

Mike Blake: [00:26:44] Right. They lose less than zero sleep over that.

Cordelia Blake: [00:26:49] They do.

Mike Blake: [00:26:49] Right.

Cordelia Blake: [00:26:49] And in fact, one real issue that a lot of larger companies are having that used to sort of master their whole, you know, like say a paper towel company or a diaper company, you know, they don’t really have a patentable product, it’s just paper towels.

Mike Blake: [00:27:03] Right.

Cordelia Blake: [00:27:03] But they’ve built their reputation over the last 100 years and their supply chain and they know how to make paper towels really well. Well, Amazon’s like, “I can make paper towels, no problem.” And so, they will actually advertise in, you know, let’s say your bounty listing on Amazon for Amazon Essentials paper towels for $3 less than the bounty one and literally just steal that sale.

Mike Blake: [00:27:30] That’s cold blooded, man.

Cordelia Blake: [00:27:32] And that’s where you have, Europe is starting to look at regulating that, because they’re saying, “There’s no way that you can.” I think in the next five years, we’re going to start to see regulations around marketplaces selling their own products and competing against their third-party sellers because it’s a real data gray area.

Mike Blake: [00:27:53] All right. So, let’s switch gears a little bit. You know, our listener, we’ve walked the listener through the pros and a lot of the cons and the cautions about selling for Amazon, but the listener says, “You know what, I get it. I think I’m going to give this thing a shot.” What are the first couple of steps you undertake to now start an Amazon selling channel?

Cordelia Blake: [00:28:15] Well, there’s a lot of learning. So, it really depends. If you’re talking like, you know, somebody who has a small business and they just want to sell on Amazon versus a larger company. So, we’ll simplify it again.

Mike Blake: [00:28:26] Well, I’d be very surprised if Nike executives are listening to this.

Cordelia Blake: [00:28:32] They are, they’re totally.

Mike Blake: [00:28:33] Yeah. Well, hi. Love your shoes. Wearing Air Monarchs, by the way, which my son actually says they’re cool. He’s so delighted I’m not wearing Skechers anymore. No, I think our audience is going to be a small and mid-sized business and they’ve got their own products they’re selling. But, you know, they have probably heard some of the horror stories or have not gotten around to selling on Amazon. And now, we’ve convinced them that that’s something they may want to consider doing. So, I’m in that $20, $30 million a year company, I want to start selling on Amazon. What’s sort of the initial checklist to get started?

Cordelia Blake: [00:29:08] Well, I would honestly reach out to somebody like me. There’s a lot of great consultants out there who really know what they’re talking about. And one of the things that surprises me, I’ve had several companies reach out to me and the first thing I usually do, especially if they’re kind of new to Amazon, is we offer to do a report for them, where we say, “Okay, we’re going to look at your costs. We’re going to look at, you know, the dimensions of your product, the weight, the competitive marketplace. We’re going to see who else is selling what you’re selling and we’re going to deliver you report and basically tell you how this might work for you.” Good, bad, you know, all of it. And they come already having made a decision based on very little data.

Mike Blake: [00:29:50] Right.

Cordelia Blake: [00:29:50] And they don’t want that report.

Mike Blake: [00:29:52] Right.

Cordelia Blake: [00:29:52] And I’m like, “Why would you not want that report?”

Mike Blake: [00:29:53] “Shut up and take my money.”.

Cordelia Blake: [00:29:55] So, I mean, I had a client not hire me, because we really felt like they were making a bad strategic decision.

Mike Blake: [00:30:02] I remember that.

Cordelia Blake: [00:30:02] And they didn’t want to hear it. And I didn’t really want to help them make this bad strategic decision, because I felt like we were just going to end up in an unhappy situation.

Mike Blake: [00:30:10] And you don’t want your name on that.

Cordelia Blake: [00:30:11] So, I would say, if you’re starting out, get that damn report. Get somebody to write you a report. It doesn’t necessarily cost that much in terms of your—and explain the fees for your product, explain the market for your product, the number of searches for not just your product itself, but the category, what the competition looks like, what their costs are, and really start to understand, because the Amazon ecosystem, it’s different. Like I have one client, you know, they sell products in one industry.

Cordelia Blake: [00:30:44] And so, they’ll give me a list of their top competitors. They’re like, “Well, this is our thing and this is what all our competitors are selling it for.” None of those competitors are on Amazon. Those are their brick and mortar competitors. They’re some Chinese company that you never heard of that’s stealing 90% of this business, because they know how to do Amazon. So, the Amazon competitive marketplace may look completely different than the real world’s competitive marketplace. And somebody can do a report for you on that.

Mike Blake: [00:31:14] So, I guess, are there some products that sell better than others or worse than others? And how do you decide what you’re going to sell on Amazon?

Cordelia Blake: [00:31:24] Well, I mean, shipping, right? You can’t live without it.

Mike Blake: [00:31:29] Yeah.

Cordelia Blake: [00:31:29] Shipping is expensive. And so, one big factor is how much does your product weigh? How big is it? How much is it going to cost to ship it?

Mike Blake: [00:31:37] Like FedEx and I think all the other shipping services followed suit, they lowered the bonus threshold to 50 pounds as opposed to 70 pounds, right?

Cordelia Blake: [00:31:46] It’s really getting to the point. I mean, look, shipping costs money and at some point, somebody is going to pay for it.

Mike Blake: [00:31:52] Yeah.

Cordelia Blake: [00:31:52] And so, the big thing is if you sell anvils versus if you sell toothpicks, it’s going to be a different analysis. But the other thing a lot of companies don’t do is they really don’t work the shipping costs into their profitability, so they’ll come and be like, “Our costs are $5 and these are selling for $50, so it’s a win.” And I’m like, “Yeah, but it costs you 40 bucks to ship it.” So, that is one thing I would look at. And then, the other thing is, how can you strategically increase the price of your product?

Cordelia Blake: [00:32:20] You know, if your product is cheap, let’s say you sell a toothpick box, which is $2. There’s like no way that’s worth selling online. But if you sold 20 of those toothpick boxes, it might be. And that’s another thing that surprised me. A lot of companies don’t think about how they can bundle or combine their products to make a higher value product to solve their customer problems and, you know, sell 10 products with the same number of profits as if he sold 100. It’s a lot less work, a lot less labor, all that stuff. So, that’s another way you can be strategic.

Mike Blake: [00:32:51] Now, if I understand correctly, there are certain products Amazon will not allow you to sell.

Cordelia Blake: [00:32:57] Like CBD.

Mike Blake: [00:32:58] CBD. And-

Cordelia Blake: [00:32:59] You may wonder how I know that.

Mike Blake: [00:33:03] Yeah.

Cordelia Blake: [00:33:03] Somebody asked me, “Hey, I’ve got a great source for CBD products.” I’m like, “Yes. So, does everybody and their brother.”

Mike Blake: [00:33:09] Right.

Cordelia Blake: [00:33:09] You cannot sell. And people will say, “But it’s on Amazon.” Because you can buy CBD on Amazon or hemp oil, whatever you want to call it.

Mike Blake: [00:33:18] Right.

Cordelia Blake: [00:33:18] But it’s like, “Yeah, but they’re violating terms, so I’m not going to do that.”

Mike Blake: [00:33:22] Right. Just because they haven’t got caught yet doesn’t mean-

Cordelia Blake: [00:33:24] Right.

Mike Blake: [00:33:24] … they’re not breaking the rules.

Cordelia Blake: [00:33:25] Right.

Mike Blake: [00:33:27] Now, from my understanding, also from going back to kind of the retail arbitrage perspective, there are certain products you can’t sell as well, correct? Because companies have some sort of unique channel relationship arrangement to make sure that third-party sellers can’t compete with the primary supplier, correct?

Cordelia Blake: [00:33:46] Yeah. So, you know, you can brand-register your brand and then, just like, you know, anything else. Larger companies, they have bigger lawyers, bigger law firms that represent them, they’re willing to pursue IP infringement and things like that. And the smaller business can’t necessarily fight that. So, it used to be that you could sell Barbie and you could sell Lego and you could sell all these brands that you just bought, you know, at Toys R Us. Haha. Back in the olden days.

Mike Blake: [00:34:10] They’re coming back.

Cordelia Blake: [00:34:12] But now, you know, those brands are regulated. Some of them are restricted. And there are things that like if you meet somebody who say, “I sold an Amazon for 10 years”, they’re going to just be allowed to sell stuff that you’ll never be allowed to sell if you just start out today. So, it is different. It’s more restricted now.

Mike Blake: [00:34:31] So, as you have been an Amazon seller of some kind for a number of years now, what skills have you found that you have needed to develop in order to be more successful as well as to evolve with how that marketplace works?

Cordelia Blake: [00:34:47] I mean, I’ve just had to become a stronger business person, in general. You know, when I first started selling on Amazon, you could basically sneeze and make money. I didn’t really know that at the time. I just thought it was easy money and it was great.

Mike Blake: [00:34:59] You thought you’re brilliant.

Cordelia Blake: [00:35:01] Because I’m brilliant, you know. But I’ve had to really evolve as a business person and understand things like long-term profits and investing in infrastructure and things that I really didn’t grasp when I first started doing this as a side hustle six years ago, seven years ago. So, Amazon now, it’s a real business. So, just like you wouldn’t go into any other business and assume that you could invest very little money and make a ton of money in the first week, Amazon is the same way. But one of the bad things about YouTube is people will search up videos and videos from five years ago, come up and they’re like, “Oh, this is so easy”, right? And then, they go do this stuff that people were teaching five years ago. And there are teachers out there that are still teaching that. And it’s very bad. So-

Mike Blake: [00:35:55] But even if they’re not teaching it, it’s just some legacy archive video. You look at the timestamp, you realize that it’s basically like being in a time machine.

Cordelia Blake: [00:36:04] Yeah. And people get mad. They’re like, you know, “Why are people taking the price?” And I’m like, “Well, you just did that, because you want that sale.” Like, they just want to have this bubble and it doesn’t exist anymore. So, if you’re going to sell on Amazon, you need to treat it like a real business, whether you’re a re-seller or sourcing your own products. However you do it, it’s a true channel for your business and you really need to understand it and treat it accordingly.

Mike Blake: [00:36:29] And I would also observe that you’ve had to become a much better data analyst than you have been.

Cordelia Blake: [00:36:37] Yes.

Mike Blake: [00:36:37] And had to embrace that.

Cordelia Blake: [00:36:38] I’ve had to embrace data, bookkeeping, I hate bookkeeping. No. But yeah.

Mike Blake: [00:36:45] Thank you for saying that on an accounting podcast, we do appreciate that.

Cordelia Blake: [00:36:48] That’s why you hire people to do that for you.

Mike Blake: [00:36:49] Yes, it is.

Cordelia Blake: [00:36:50] Like Brady Ware.

Mike Blake: [00:36:50] If you hate bookkeeping, call Brady Ware.

Cordelia Blake: [00:36:52] Call Brady Ware. But seriously, yeah, data analytics are important and creative data analytics, which is what I like. So, some people will, you know, their software you pay and I pay for the software and there’s software you get through Amazon if you’re brand-registered, which I love, called Brand Analytics and I could geek out on data all day long. But yeah, there’s data available and you definitely need to learn how to leverage data. And the Amazon data is different from marketplace data.

Mike Blake: [00:37:25] So, how do you use Amazon’s data to figure out which products to sell? I know in your business, you’re selling products and you don’t just sort of say, “Hey, this looks cool. Let’s start selling some.” You’ve done that in the past, you’re no longer doing it.

Cordelia Blake: [00:37:43] It used to work.

Mike Blake: [00:37:43] You could get away with it before, right? But now, you have to be a little bit more thoughtful. So, walk us through a little bit about your process. How does a product make the cut-

Cordelia Blake: [00:37:52] Okay.

Mike Blake: [00:37:52] … to become a product that HuntGirl is going to carry?

Cordelia Blake: [00:37:56] So, I will give you an actual example of a product that I wanted to sell, because I really liked it. And as usual, I teach people stuff from the mistakes I made, because that’s how you learn and I hope to prevent you from making the same mistake. But it’s a leather bracelet. It’s a beautiful leather bracelet, has inspirational sayings on it. It’s just the kind of thing that makes you feel good to wear. It’s attractive, it’s gorgeous, it’s ethically sourced, blah, blah, blah, blah. It’s wonderful, right? So, I’ve seen it off trade shows.

Mike Blake: [00:38:23] The cows voluntarily gave up the leather.

Cordelia Blake: [00:38:24] They did. So, the first thing you do is you look up to see if it’s on Amazon. So, when you do a search on the Amazon, it’ll tell you how many search results there are. So, if you put in coffee mug, for example, into an Amazon search window right now, you will see like 50,000 results. So, that might indicate to you that that’s a little bit saturated.

Mike Blake: [00:38:47] A little bit, of course.

Cordelia Blake: [00:38:49] Right. And maybe you don’t want to sell coffee mugs, but like let’s just say you were trying to do insulated coffee mugs that are made from ethically sourced stainless steel, if there is such a thing, I don’t even know if that exists. Well, then that’s going to be less result. So, the first thing you want to do is do some searching to see how saturated on Amazon your product is. In general, I try to find stuff that has less than 4,000 search results.

Cordelia Blake: [00:39:15] And really, under 2 is ideal. So then, the next thing is, so everything on Amazon is ranked. So, everything has what’s called a BSR or best seller rank. So, just like on a New York Times book list, you want to be the number one best seller, while you want to be the number one best seller on Amazon, too. But there’s a lot of things on Amazon. So, kind of anything under, this is super rough, under 100,000 is usually a decent rank. That’s a very broad generalization and-

Mike Blake: [00:39:43] That shows you how big Amazon is.

Cordelia Blake: [00:39:47] Yes. But certainly, under 50,000 is good. That’s a good rank.

Mike Blake: [00:39:53] Okay.

Cordelia Blake: [00:39:53] So, you want to see if in your search results, there’s stuff that has—because sometimes, you’ll look something up and you’ll be like, “Oh, there’s only 30 results.” And then, everything is like 10 million BSR. You don’t want to sell that. That means nobody’s looking for it. Nobody’s buying it. So, if you have on a search result page, let’s say half your results are, you know, under 50,000, then that’s good. Not only are people searching for that, it’s not saturated, but it’s selling. And then, this is the thing that I made the mistake with the leather bracelets. You want to see the prices stuff is selling for.

Mike Blake: [00:40:28] Okay.

Cordelia Blake: [00:40:28] And if you want to compete on that. So, sometimes, you’ll look and like everything selling for like $20 each and your thing is going to cost $20. And so, you’re like, “All right, I can write a good listing. I can throw some pay per click. I can compete.” But maybe everything is selling for like $8, which is what happened with the leather bracelet. So, I got this beautiful leather bracelet that sells for $40 and every leather bracelet on Amazon was selling for like $6.

Cordelia Blake: [00:40:57] So, I ended up having to donate all those leather bracelets. So, you want to look at the price point. Are you competitive on price and can you realistically compete? Because, you know, there’s some battles that are worth fighting and some battles that are better to walk away from. So, if everything is selling for $6 and there is like 50,00 things that are selling for $6, most likely, it’s just better to walk away. So, those are my three. So, you see how many search results, the ranks of the search results and then, the price point.

Mike Blake: [00:41:32] What’s the most common mistake you see made by people ore companies selling on Amazon.

Cordelia Blake: [00:41:37] They really do not take the time to learn how to sell on Amazon. They want their first thing to be a hit. And they’re like, “I sold one thing. Why didn’t it work well”, instead of really thinking like, “All right. I’m going to sell 100 things and then, I’ll learn.” So, the biggest thing is really to give yourself time for that learning curve and money for the learning curve. Whatever your budget is, divide it by 10 things or a hundred things and just know that you’re going to screw stuff up, you’re going to learn, and just that’s part of it. You can hire a consultant, you can take a high-priced class, you are still going to have a learning curve. It just is part of the process.

Mike Blake: [00:42:16] There’s going to be some trial and error.

Cordelia Blake: [00:42:18] Yeah.

Mike Blake: [00:42:18] As is often the case in e-commerce.

Cordelia Blake: [00:42:20] Or any business, really.

Mike Blake: [00:42:23] Well, we’re running out of time here. There’s a lot more questions we could ask, but I know we got to get you moving along. If people want to learn more about the Amazon Channel, how to take advantage of it, how can they contact you?

Cordelia Blake: [00:42:34] So, they can go to my website, which is cordeliablake.com. I have a couple different companies, so I just unified it all into one website. And then, I’m on YouTube, Cordelia Blake TV on YouTube. I’m on Facebook, I’m kind of on Instagram. So, I do educational videos. You can reach me on LinkedIn. I’m pretty easy to find.

Mike Blake: [00:42:58] Well, that’s going to wrap it up for today’s program. I’d like to thank Cordelia Blake so much for joining us and sharing her expertise with us. We’ll be exploring a new topic each week. So, please tune in so that when you’re faced with your next executive decision, you have clear vision when making it. If you enjoy these podcasts, please consider leaving a review with your favorite podcast aggregator. It helps people find us so that we can help them. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

Tagged With: Cordelia Blake, eCommerce, Mike Blake, selling on Amazon

Tonia Morris, Transition Enterprises

February 5, 2020 by John Ray

Tonia Morris, Transition Enterprises
North Fulton Business Radio
Tonia Morris, Transition Enterprises
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Tonia Morris, Transition Enterprises
Tonia Morris, Transition Enterprises

North Fulton Business Radio, Episode 195: Tonia Morris, Transition Enterprises

A transition from the corporate world to entrepreneurship can be difficult and yet rewarding, as Tonia Morris, author of Before You Say “I Do” to Entrepreneurship, discussed on this edition of “North Fulton Business Radio.” Tonia works with clients in transition through her coaching firm, Transition Enterprises. “North Fulton Business Radio” is hosted by John Ray and is broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Tonia Morris, Transition Enterprises

Tonia Morris, Transition Enterprises
Tonia Morris

Tonia Morris is founder of coaching firm Transition Enterprises. Based in Grayson, GA, Tonia guides professionals from the corporate world through specific stages of entrepreneurship. She is a Registered Corporate Coach, a contributing writer with the Forbes Council, a professional speaker with the National Association of Speakers, and author. Her new book, Before You Say “I Do” to Entrepreneurship, is a must-have for understanding what it takes to enter into entrepreneurship.

As the founder of Simply HR, a training and consultant firm, Tonia has served hundreds of organizations on how to build a generational inclusive workplace.

For more information, visit Tonia’s website, or you can email Tonia directly. To order a copy of Before You Say “I Do” to Entrepreneurship, follow this link.

Tonia Morris, Transition Enterprises
John Ray and Tonia Morris

North Fulton Business Radio” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Tagged With: from corporate to owning your own business, generational coach, help in transition from corporate to business owner, North Fulton Business Radio, North Fulton Studio, Simply HR, Steps to leaving your corporate job, Tonia Morris, transition enterprises, transitioning from corporate to small business, Women in Business

Iris Grimm, Master Performance Inc.

February 4, 2020 by John Ray

North Fulton Business Radio
North Fulton Business Radio
Iris Grimm, Master Performance Inc.
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Iris Grimm

North Fulton Business Radio, Episode 194: Iris Grimm, Master Performance Inc.

Leadership development and coaching was discussed on this edition of “North Fulton Business Radio” as Iris Grimm, Master Performance Inc. joined the show. A particularly fascinating part of this interview is how Iris sometimes uses her clients’ dogs as coaching partners. “North Fulton Business Radio” is hosted by John Ray and is broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Iris Grimm, Master Performance Inc.

Iris Grimm
Iris Grimm

Iris Grimm is founder of Master Performance Inc., and an internationally known coach, trainer, and facilitator. For the last 19 years, Iris has supported business leaders from various industries in the growth of their companies, and the successful integration of work and life. Her extensive knowledge, experience, and passion for self-mastery, optimal performance and leadership, allow her to work with leaders and their teams of various styles.

Iris’ love for dogs and her intensive experience of dog training sometimes gives her room to use clients’ pets as coaching partners. The results of her programs prove people who devote time and energy to their personal and leadership development are more focused, productive and satisfied – a positive enhancement to both personal happiness and professional success.

For more information visit Iris’ website. To get in touch directly, you can email Iris, or call directly at 770-428-2334.

Iris Grimm

North Fulton Business Radio” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Tagged With: corporate facilitator, dog training, Iris Grimm, Leadership, leadership coach, leadership coaching, Master Performance Inc., North Fulton Business Radio, North Fulton Studio, optimal results

Alpharetta Tech Talk: Brock Kolls, Gr8BigIdeas

January 31, 2020 by John Ray

Brock Kolls, Gr8BigIdeas
Alpharetta Tech Talk
Alpharetta Tech Talk: Brock Kolls, Gr8BigIdeas
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Brock Kolls, Gr8BigIdeas
Brock Kolls, Gr8BigIdeas

“Alpharetta Tech Talk,” Episode 8: Brock Kolls, Gr8BigIdeas

Large corporations often struggle to develop and monetize the innovation which comes from technology breakthroughs. That’s where tech innovator Brock Kolls, comes in, connecting corporations with tech startups. Brock joined “Alpharetta Tech Talk” to discuss his work in closing the gap that lies between corporations and startups. “Alpharetta Tech Talk” is hosted by John Ray and broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Brock Kolls, Gr8BigIdeas

Brock Kolls, Gr8BigIdeas
Brock Kolls

Brock Kolls is founder and Chief Innovation Officer of Gr8BigIdeas®, located in Peachtree Corners, GA. As a serial entrepreneur and innovator, Brock helps companies develop market-changing technology by identifying and capturing intellectual property around breakthrough innovation. In addition, he has developed innovative tools and methods to bridge the gap between corporations and startups.

His startup experience includes raising more than $120 million in funding and a successful exit on NASDAQ. Brock invented a wireless cashless payment technology that is widely used today.

As a former Coca-Cola executive in Research and Development, Bock led a team of innovators in the design of cold drink equipment. One such innovation was the Coca-Cola Freestyle dispenser. Following Freestyle, Brock successfully grew Coca-Cola’s open innovation program. The program scouted for technologies to meet Coke’s business needs worldwide.

Having experience from both the startup and corporate perspective, Brock knows firsthand how challenging it is to get breakthrough innovations out of the lab and into the marketplace at a meaningful big company. He also understands the challenges and need to scale, and scale quickly. To address this challenge, he founded Gr8BigIdeas to partner with companies seeking to innovate in the technical community and created  TechConnectHub.com, an open innovation community. A focus has been growing the open innovation community and engaging with corporate partners to connect innovation needs with technical community solutions. In these endeavors, Brock has developed innovative tools and methods to bridge the gap between corporates and startups in completely new ways.

For more information, you can contact Brock through LinkedIn or email him directly. To learn more on Gr8BigIdeas, you can find their website here.

Gr8BigIdeas

“Alpharetta Tech Talk” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with approximately $12.9 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you.

Tagged With: corporate innovation, entrepreneur, Gr8BigIdeas, innovation labs, North Fulton Business Radio, North Fulton Studio, open innovation, startups, tech community

Matt Bazzill, Renasant Bank, and Mike McCoy, Real McCoy Home Care

January 30, 2020 by John Ray

North Fulton Business Radio
North Fulton Business Radio
Matt Bazzill, Renasant Bank, and Mike McCoy, Real McCoy Home Care
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John Ray, Mike McCoy, and Matt Bazzill

North Fulton Business Radio, Episode 193: Matt Bazzill, Renasant Bank, and Mike McCoy, Real McCoy Home Care

Banking services for small businesses and in-home senior care were discussed on this edition of “North Fulton Business Radio” as Matt Bazzill, Renasant Bank, and Mike McCoy, Real McCoy Home Care, joined the show. “North Fulton Business Radio” is hosted by John Ray and is broadcast from the North Fulton Business RadioX® studio inside Renasant Bank in Alpharetta.

Matt Bazzill, Renasant Bank

Matt Bazzill

Matt Bazzill is Branch Manager of the Windward Parkway office of Renasant Bank in Alpharetta, GA. Matt has worked in banking for over 10 years, the last seven with Renasant. He says that the favorite part of his job is working with small businesses, providing excellent customer service and assisting them with bank tools which help their business grow and succeed.

Matt is originally from St. Louis, Missouri, and graduated from Missouri State University in Springfield, MO, in 2003. He and his wife Dina have lived in the Atlanta area for almost 14 years and have two daughters.

Renasant is a 117 year old bank which started with $100,000 in a Lee County, Mississippi bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. Renasant was named the “Best Bank in the South” by Time Magazine’s Money.com for 2018-19.

For more information on Renasant, go to the bank website. To get in touch with Matt directly, you can email him or call 678-892-2254.

Mike McCoy, Real McCoy Home Care

Mike McCoy, Real McCoy Home Care
Mike McCoy

Mike McCoy is President and Owner of Real McCoy Home Care, a family owned, in-home care agency serving North Metro Atlanta. Real McCoy provides clients and their families with a variety of services that improves the clients’ ability to remain in their own home. Our clients range from seniors to the disabled, as well as long and short-term medical recovery patients. Services include meal preparation and planning, transportation, medication reminders, light housekeeping, and hygiene and bathing.

Before co-founding Real McCoy Home Care in 2017, Mike held several positions with Georgia Pacific, such as Vice President of Marketing, Sales, and Dens Gypsum Board Business; Senior Director Marketing and Product Management, Gypsum and Wood Products; and Director of Operations.

For more information, go to the company website or call 404-536-1060.

North Fulton Business Radio” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with over $13 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Tagged With: Family Business, homecare company, Matt Bazzill, Mike McCoy, North Fulton Business Radio, North Fulton Studio, Real McCoy Homecare, registered nurse, renasant bank, treasury management

Decision Vision Episode 49: Should I Sue My Financial Advisor? – An Interview with Robert Port, Gaslowitz Frankel LLC

January 30, 2020 by John Ray

sbould i sue my financial advisor
Decision Vision
Decision Vision Episode 49: Should I Sue My Financial Advisor? - An Interview with Robert Port, Gaslowitz Frankel LLC
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Mike Blake and Robert Port

Decision Vision Episode 49:  Should I Sue My Financial Advisor? – An Interview with Robert Port, Gaslowitz Frankel LLC

Should I sue my financial advisor? What factors should I assess in making this decision? The answers to these questions and much more come out of this interview with Robert Port, Gaslowitz Frankel LLC. The host of “Decision Vision” is Mike Blake and the series is presented by Brady Ware & Company.

Robert Port, Gaslowitz Frankel LLC

should i sue my financial advisor
Robert Port

Robert Port is a business litigation attorney with Gaslowitz Frankel LLC. He has extensive experience in general commercial litigation and fiduciary disputes involving wills, trusts, estates, guardianships and conservatorships. Robert also has significant experience representing investors harmed by the misconduct of their stockbroker, investment advisor, insurance agent, or other trusted advisor. This includes matters arising from inappropriate investment strategies, unsuitable sales of annuities and life insurance products, failed or unlawfully offered private placements, real estate investment trusts (REITs) and other complex investment products, excessive trading (churning), unauthorized trading, sale of unregistered securities, and losses suffered as a result of Ponzi schemes.

Robert graduated with honors from the University of North Carolina at Chapel Hill with Bachelors of Science in Political Science and Psychology. He then went on to receive his J.D. with honors from University of North Carolina at Chapel Hill.

Gaslowitz Frankel LLC specializes in all aspects of fiduciary disputes, representing individuals, executors, trustees, investors, shareholders, and financial institutions in complex fiduciary disputes involving wills, estates, trusts, guardianships, businesses, and securities.

Michael Blake, Brady Ware & Company

Mike Blake, Host of “Decision Vision”

Michael Blake is Host of the “Decision Vision” podcast series and a Director of Brady Ware & Company. Mike specializes in the valuation of intellectual property-driven firms, such as software firms, aerospace firms and professional services firms, most frequently in the capacity as a transaction advisor, helping clients obtain great outcomes from complex transaction opportunities. He is also a specialist in the appraisal of intellectual properties as stand-alone assets, such as software, trade secrets, and patents.

Mike has been a full-time business appraiser for 13 years with public accounting firms, boutique business appraisal firms, and an owner of his own firm. Prior to that, he spent 8 years in venture capital and investment banking, including transactions in the U.S., Israel, Russia, Ukraine, and Belarus.

Brady Ware & Company

Brady Ware & Company is a regional full-service accounting and advisory firm which helps businesses and entrepreneurs make visions a reality. Brady Ware services clients nationally from its offices in Alpharetta, GA; Columbus and Dayton, OH; and Richmond, IN. The firm is growth minded, committed to the regions in which they operate, and most importantly, they make significant investments in their people and service offerings to meet the changing financial needs of those they are privileged to serve. The firm is dedicated to providing results that make a difference for its clients.

Decision Vision Podcast Series

should i sue my financial advisor“Decision Vision” is a podcast covering topics and issues facing small business owners and connecting them with solutions from leading experts. This series is presented by Brady Ware & Company. If you are a decision maker for a small business, we’d love to hear from you. Contact us at decisionvision@bradyware.com and make sure to listen to every Thursday to the “Decision Vision” podcast. Past episodes of “Decision Vision” can be found here. “Decision Vision” is produced and broadcast by the North Fulton studio of Business RadioX®.

Visit Brady Ware & Company on social media:

LinkedIn:  https://www.linkedin.com/company/brady-ware/

Facebook: https://www.facebook.com/bradywareCPAs/

Twitter: https://twitter.com/BradyWare

Instagram: https://www.instagram.com/bradywarecompany/

Show Transcript

Intro: [00:00:02] Welcome to Decision Vision, a podcast series focusing on critical business decisions brought to you by Brady Ware & Company. Brady Ware is a regional full-service accounting and advisory firm that helps businesses and entrepreneurs make visions a reality.

Mike Blake: [00:00:20] Welcome to Decision Vision, a podcast giving you, the listener, a clear vision to make great decisions. In each episode, we discuss the process of decision making on a different topic from the business owners or executives’ perspective. We aren’t necessarily telling you what to do, but we can put you in a position to make an informed decision on your own and understand when you might need help along the way.

Mike Blake: [00:00:39] My name is Mike Blake and I’m your host for today’s program. I’m a director at Brady Ware & Company, a full-service accounting firm based in Dayton, Ohio, with offices in Dayton, Columbus, Ohio, Richmond, Indiana, and Alpharetta, Georgia, which is where we are recording today. Brady Ware is sponsoring this podcast. If you like this podcast, please subscribe on your favorite podcast aggregator and please consider leaving a review of the podcast, as well.

Mike Blake: [00:01:03] And so, today’s topic is understanding if your financial adviser is truly working for you. And if you think that they’re not, what steps can you take to either correct that scenario or if there have been losses that have resulted from a financial adviser not doing what they’re supposed to be doing for you, how you might go about recovering them or securing some kind of restitution. And I want to be clear about a couple of things about this topic.

Mike Blake: [00:01:35] It’s easy to kind of look at the title of this podcast and say that while this is just going to be a hatchet job on financial advisers. And that’s not really the goal. I know many financial advisers and wealth planners and actually hold the CFA Charter, which is an accreditation that some wealth managers decide to pursue. And I’ll tell you, I have nothing but respect for the financial advisory profession as a whole. And I’ve told people this offline, I tell them all the time, I think it’s actually one of the hardest, if not the hardest profession in finance, because it is highly regulated.

Mike Blake: [00:02:17] It is a business in which the sales cycle typically is measured in years, not days and months. And it requires a different kind of skill set than most financial people have, like, you know, I couldn’t do it. I’m a quant jock that sits behind a spreadsheet all day. And developing the kinds of relationships and that result in somebody entrusting you with their wealth, often, their life’s savings or maybe the savings of several generations of their family in some cases is an extremely hard thing to do.

Mike Blake: [00:02:58] And so, you know, I think the days of, you know, the typical kind of stockbroker dialing for dollars, boiler room kind of thing, Wall Street kind of thing, you know, the movies kind of put those out there, but, you know, they don’t really match reality. I don’t think anymore, although maybe our guests will have something to say about that. But at the same time, I think that this topic is important because a piece of advice I often give clients and anybody else who cares to listen is that, you know, if something’s really important and if you hire an expert to help you with it, it’s not a bad idea to get a second expert to look over the shoulder of the first expert.

Mike Blake: [00:03:40] Because you don’t really know if that expert is doing a great job for you, because they’re the expert, you’re not. You’re entrusting them with your relationship with whatever task or mandate that you’re giving to them, right? And I’ll put myself out there as an example, I’m a business appraiser. And you could argue that a business appraiser doesn’t even understand what we do, but what we do is a very complex thing, a complex task. We sometimes do a good job of communicating what we’ve done and how we’ve done it, sometimes, we don’t.

Mike Blake: [00:04:16] But, you know, the fact of the matter is, is I can tell you from my experience in over half the cases, a client decides I’ve done a good job or not a good job if my number comes out to what they thought the number was coming in. And so, if they thought their business is worth a million dollars and I say, “Yeah, your business is worth a million dollars, I’m a genius. “On the other hand, if they thought it was a million dollars and I come in, I say it’s $3 million, then, you know, I’m an idiot, “I can’t believe that I hired you”, et cetera, right?

Mike Blake: [00:04:48] But the fact of the matter is that the most clients are not in a position really to assess my work. And so, in my field of profession, there actually is now another industry of people that do reviews of what I do. And I hold that accreditation called the Credit and Business Appraisal Review, whose job it is and whose role it is to come in behind the appraise and tell the client, “Yeah, they did what they’re doing. They’re doing a good job”, because as a client, you don’t necessarily have the skill set to make that assessment on your own.

Mike Blake: [00:05:22] It’s really no different than if you’re being told that you need to have a kidney taken out and you decided to get a second or maybe third opinion, right? Because you can’t really tell, you don’t have the medical training. And this applies to the financial advisory space as well. If you entrust your wealth, whether it’s in part or in whole, you know, how do you know whether that person is doing a good job or not? And usually, you only find out if they’re doing a bad job if something happens.

Mike Blake: [00:05:54] You look at your brokerage statement one day and there’s a lot less value there than there should be, for whatever reason, or there may be other triggers that we’ll talk about, right? But the reality is that event may be years or even decades in the making, depending on how comfortable you are with following your brokered statements, how engaged you are with managing your wealth and not all clients are that engaged in management. And that’s the value proposition, right?

Mike Blake: [00:06:24] “Turn over me. You can go out and play golf. You don’t have to pay attention to this necessarily, we’ll touch base every few months”, and off you go. And that’s fine as far as it goes. But what it also does, it puts the client in a tremendously vulnerable position. And again, I can’t emphasize this enough. I know many wealth advisers. And the ones that I know, I would not hesitate to refer clients out to them, I think they play a very important role in society and in the economy, because managing wealth is an important and complex thing to do.

Mike Blake: [00:07:02] But because it’s important and complex, you know, I think you, as a listener, need to understand how do you evaluate the job that the financial advisers are doing. In particular, to make sure that you’re not being taken advantage of in a vulnerable situation. And if it turns out that you are being taken advantage of, what is your recourse? And just as importantly, and we’ll talk about this in the interview, you know, just because you lose money, that doesn’t mean that your financial adviser screwed you.

Mike Blake: [00:07:35] Sometimes, investments just don’t work out, that, you know, there’s just no guarantee of that, right? And so, it’s equally important to understand that just because you lost money, that doesn’t mean the next thing you do is you get on the phone with an attorney and start throwing lawsuits around and complaints at the SEC around, you know, the market take it and the market give it and take it away. So, with that as kind of the background of setting the stage, I’d like to introduce our guest today, my friend Robert Port, who is a partner with the Atlanta law firm of Gaslowitz Frankel LLC.

Mike Blake: [00:08:14] The firm focuses on all aspects of fiduciary disputes representing individuals, executors, trustees, investors, shareholders, and financial institutions in complex fiduciary disputes involving wills, estates, trusts, guardianships, businesses, and securities litigation and arbitration. Robert has significant experience representing investors harmed by the misconduct of their stockbroker, investment adviser, insurance agent, or other trusted adviser. Robert is AV rated by Martindale-Hubbell. Maybe he’ll tell us what AV means and has been repeatedly selected as a Georgia super lawyer.

Mike Blake: [00:08:46] I think he left the cape in the car in the practice areas of securities litigation and fiduciary litigation. Robert is a frequent speaker on fiduciary litigation and securities litigation and arbitration before a variety of audiences, including the Georgia Institute of Continuing Legal Education, the Atlanta Bar Association, and Strafford CLE seminars, the National Association of Personal Financial Advisors, the Georgia Society of CPAs, and the National Business Institute. He has appeared on many media outlets, ones that are far more prominent and important than this one. So, I’m very grateful today that Robert has agreed to come on our little program. Robert, welcome.

Robert Port: [00:09:26] Well, thank you very much for inviting me, Mike. Excellent, excellent introduction. You touched on a lot of things that I think are very important in evaluating what I do and how I approach potential cases in this area.

Mike Blake: [00:09:41] So, let’s jump right into that. So, your role, how do you describe your role in that discussion?

Robert Port: [00:09:52] All right. Let me step back a little bit and talk about what I think about when a potential client calls. So, a call will come in and someone will tell me, you know, I think I have an issue with my adviser or my account to is X. Now, it’s X minus Y or they sold me something I didn’t understand, whatever the case may be. And one of the things that I need to do is approach it as though I were an adviser. I’m not licensed in that area, but I need to know enough to determine whether the investments that the adviser recommended if it was a recommendation situation or if the adviser had discretion.

Robert Port: [00:10:37] Meaning, the adviser had the right to buy and sell things without seeking approval beforehand, whether the investments that the adviser put together are appropriate, suitable is often a word used, for the particular individual. So, that is sort of the benchmark and there is no black and white area here. But generically, you have to look at somebody’s age, experience, income, net worth, their needs, their own personal risk tolerance to try and get a sense of what was suitable and appropriate for them. So, to paint a sort of broad-brush picture, my two boys who are in their 30s have a different risk profile than I do in my 60s. They may not want to, but theoretically, they can tolerate more risk.

Mike Blake: [00:11:36] They can put money into the company that turns peanut butter in a jet fuel.

Robert Port: [00:11:41] Absolutely. And I hope they do. And I hope they make zillions of dollars and this can support dad in his retirement. So, that’s the first thing I need to do. And going back to one of the points you made in the introduction is you are correct that a lot of people hear what I do. And in this area of securities litigation and arbitration and the impression is, “All right. You know, we’re going to sue somebody. My Apple stock went down $2 yesterday”, run down to the courthouse. Clearly, not the case for a whole bunch of reasons.

Robert Port: [00:12:17] One of which is I need to maintain my own credibility in this area. So, going back to my prior point, the first thing I need to think about is, what is the appropriate investment profile for the person who’s calling? And without getting too much into the weeds, looking at various other investments, you can get a sense over the time period that they’re concerned about how an investment would have performed. And what I try and look at is generically, if you can do a profile of what somebody would have been invested and how would that have turned out?

Robert Port: [00:13:00] It may have gone up. It may have gone down. And then, you compare that to where they actually ended up. And the mere fact that you’ve lost money, even substantial money, does not necessarily mean you have a legal case. And the perfect example of that was what people call the Great Recession in ’07, ’08, where generically, a basket of securities comprising a fair mix of the S&P 500 and some bonds, as best I recall, would have been down 35, 40%. Now, that’s a lot to go down. That’s a third of your value.

Robert Port: [00:13:42] But for a vast majority of investors, it was entirely appropriate that they have investments like that. And as a result, it was entirely, I wouldn’t say appropriate, but reasonable that their portfolio would have lost that much. On the other hand, I had cases during that era with, I recall one case with a widow who was in her 70s whose portfolio lost 80% during that period. You know, that alone does not indicate that there’s a case, but it’s certainly a red flag to dig further and see whether what happened was inappropriate for her.

Mike Blake: [00:14:30] So, it’s one thing, you know, in the Great Recession, pretty much everybody lost money, right? The question was how much.

Robert Port: [00:14:36] Right.

Mike Blake: [00:14:37] But the red flag is, well, this one person who probably should have had a lower risk profile, why do they lose twice as much money as most everybody else, right? That’s the red flag?

Robert Port: [00:14:48] Right. And in that particular case, as I recall, and that’s been about 10 years ago now, her adviser had put her in. What we’d call, you know, penny stocks and more risky investments. Now, if she had been in, you know, people talk about blue chip stocks, you know, the names we all know, I’m not going to say any here, because I’m not going to do anything that sounds like a recommendation, but the names who we all know that have been around for a while and pay dividends, those went down as well. And in fact, some well-known names stopped paying dividends, but that would have been appropriate for her. And if she had called and said, “My portfolio’s down 25%”, I would have said, as politely as possible, “You’re lucky, you know. You went down less than everybody else.”

Mike Blake: [00:15:40] Right.

Robert Port: [00:15:40] So, the point is, as an attorney, the first thing I need to do is determine whether or not there are legally recognizable damages and to articulate that in words rather than numbers, from my perspective, as someone who represents investors, that legally cognizable damage number is the difference between where they should have been with a portfolio that was suitable or an appropriate versus where they are. It’s the difference. And let me also add to that. Many lay people and this goes to your comments about getting expertise and having knowledge, I enjoy this stuff. I know everybody else. A lot of folks don’t. It’s just gobbledygook. They don’t open up their statements, because they don’t understand them. That’s not exactly what I like to see, but it’s a fact.

Mike Blake: [00:16:39] Yeah.

Robert Port: [00:16:39] It happens.

Mike Blake: [00:16:39] Yeah, people are people.

Robert Port: [00:16:42] People are people. And so, one of the things is many folks will look at their statements or talking to their friends and they will see that their portfolio is up X, but here, that their neighbor, whose adviser are on their own, was lucky enough to buy, pick a name, Google when it was 2 cents and it’s now whatever it is, they made a fortune.

Mike Blake: [00:17:09] Not a recommendation.

Robert Port: [00:17:09] Not a recommendation. But the point there is in hindsight, it is entirely inappropriate to say, “Well, I would have picked only things”, or, “My advisers should have picked things that only went up.” No one knows what the future holds. Your adviser’s obligation at the time they make the recommendation or exercise their discretion to purchase something for you is, again, to do something that reasonably matches your own personal risk profile, your needs, what you’ve told the adviser or what you want. And the last point on that I’d make is sort of this analogy.

Robert Port: [00:17:55] When we go shopping for clothes, you go to the store and there are different sizes, there are different styles. And that is because the old saying, one size does not fit all. And that’s true in investments. One size does not fit all. What your neighbor has may or may not be right for you. And one of the red flags I’d caution people to think about or keep an eye on is an adviser who seemingly has the same solution for everyone, all right? You see them, they sell you or trying to sell you the same variable annuity that your neighbor has or their other clients have or this portfolio or this fund or whatever it is. Investments need to be tailored to the individual.

Mike Blake: [00:18:48] And that segues actually nicely into the next question, because there’s an important piece of vocabulary in this world that I want to make sure the listener understands, and that is the term fiduciary, right? What is the term fiduciary mean and where does that enter into this discussion that you’re describing?

Robert Port: [00:19:11] Well, the word fiduciary in legal terms means that the person who acts as a fiduciary is supposed to take your interests, your best interests into account in making decisions to avoid conflicts of interest and to do solely what is in your best interest. Think of someone who is a trustee of a trust. They’re not supposed to self-deal, they’re only supposed to do what’s right and appropriate as directed by the trust documents. And the same thing, in my view, with respect to financial advisers, the advice they have to give, in my view, is only what is in your best interest.

Robert Port: [00:19:58] They should not be motivated by the fact that they might earn a lot of commissions by selling you a mutual fund or annuity or if you’re dealing with an insurance person a insurance policy. Now, if I can get into the weeds a little bit, one of the things that lay people generally don’t understand is that there is a distinction in the law, and certainly, the investment community understands this, between what are generally known as stockbrokers versus what are called financial advisers.

Robert Port: [00:20:36] And in the law, financial adviser is actually an important term. A financial adviser who is registered under what’s called the 1940 Investment Advisers Act has an obligation to act as a fiduciary, as a matter of statutory law in the Supreme Court case law. In contrast, a stockbroker, depending upon their licensing, is obligated to only adhere to what’s called a suitability standard, which is a lesser standard than a fiduciary. And in fact, and this is a debate I often have in cases with the attorneys who are on the other side of the case, I believe that even a stockbroker has a fiduciary obligation.

Robert Port: [00:21:25] I believe there’s a case law that supports that, but to be candid, there are arguments that can be made that a stockbroker only has an obligation of suitability, which is generally described as an obligation to only recommend investments that are suitable based on the customer’s age, income, risk tolerance, and things like that. And the distinction, you know, sort of lawyerly, it may sound to some people like we’re arguing over, what’s the phrase, the head of a pin or something like that.

Mike Blake: [00:22:00] Like dancing on the head of a pin.

Robert Port: [00:22:01] Dancing on the head of a pin, the distinction is that the suitability obligation is a lesser obligation than the fiduciary obligation. So, someone can recommend something that is arguably suitable but is not in the client’s best interest. Stockbroker could, for example, recommend an investment that has higher fees to the client, earns them higher commissions, where there would be an argument that if they were acting as a fiduciary, that wouldn’t be the case, that they can’t do that.

Robert Port: [00:22:33] So, to the extent I have a recommendation as a lawyer, I would only use a financial adviser who forthrightly acknowledges that they have a fiduciary obligation and that technically means they need to work for an entity that is a registered investment advisor, RIA. And that means that they, as individuals, are an investment adviser representative, an IAR. Those people, there are no guarantees, even fiduciary is messed up. But to the extent that people willingly and knowingly take on that obligation, whatever the opposite of a red flag is, that’s a-

Mike Blake: [00:23:25] Green light.

Robert Port: [00:23:25] Green light, that there is a probability that they may well, in fact, understand what they’re doing, have the expertise that Mike spoke about in his introduction. And again, a probability, only a probability, nobody can give you any guarantees that they will do what is right for you and in your best interests.

Mike Blake: [00:23:46] Now, in this discussion, there’s also a distinction between a prudent person, you speak of a prudent man, I think, a prudent person is now the term of art, and a prudent expert. Are you familiar with that or am I-

Robert Port: [00:23:59] I’m not.

Mike Blake: [00:23:59] Okay.

Robert Port: [00:24:00] But Let’s explore it.

Mike Blake: [00:24:01] Okay.

Robert Port: [00:24:01] Sounds interesting.

Mike Blake: [00:24:02] So, I’m curious if you’ve run into this. So, it does come up in the CFA curriculum and a prudent person is when they’re in a position of making decisions on behalf of somebody. If, say, they’re an executor of a trust, but they’re not necessarily a trustee, but they have been entrusted with a certain role, but you’re not necessarily an expert. Like, say, you know, somebody who works in retail suddenly is put in a position, maybe they didn’t realize that they’re put in a position of managing their family’s assets, their parents passed away, the will named that person as the executor and now, this person, you know, may have experience handling assets, perhaps, doesn’t, right?

Mike Blake: [00:24:47] As I understand it, maybe not legal standard, but the professional standard to which that person is held is a prudent person, meaning that you’re supposed to be a reasonably intelligent person. You’re supposed to apply common sense in how you manage those assets. But because you weren’t holding yourself out as an expert, that doesn’t mean that you’re necessarily competent, but it does mean that you’re logical and you’re trying to basically do the right thing, as opposed to a prudent expert.

Mike Blake: [00:25:16] And I’ve seen this in cases where I’ve worked with one case I had a few years ago, where a family asset went into conservatorship. And the conservator, as it turned out, was the business owner’s daughter who was a CPA. And she was very unhappy about this. So, she wants to get rid of this like it’s a grenade with the pin pulled out, I can tell you that. But she was put in the position of being a prudent expert because she held a CPA license. And therefore, was assumed to have a greater body of knowledge around finance that another person may not necessarily have.

Mike Blake: [00:25:54] And so, I guess that’s a long preamble to making an observation of which I would like you to comment, that sometimes, financial advisers are, in fact, accidental, right? You don’t realize you’re going to be put in that position. All of a sudden, you are, right? And in that case, does the law provide for additional leeway when you say, “Look, I didn’t sign up for this. I kind of did the best I could, but, you know-

Robert Port: [00:26:23] Right. No, I’ve got it. And that’s fantastic. I’ve never actually heard of the prudent expert concept, and I’d have to think about that a little bit, but—

Mike Blake: [00:26:33] It may not be a legal term—

Robert Port: [00:26:34] Yeah.

Mike Blake: [00:26:34] … may just be in my professional standards.

Robert Port: [00:26:36] Right. But what your comment made me think of is this, Georgia and a lot of states have a trust code and under the trust codes, someone who takes on the position of being a trustee, either voluntarily or because they’re thrust into it, because maybe even unbeknownst to them, a relative or somebody wrote in their will or in the trust that, “When I die or when I become incompetent under my trust, you’re my trustee”, and the law imposes an obligation of prudence, I forgot exactly what the precise terminology is, but it’s essentially what you’ve described.

Robert Port: [00:27:20] So, again, without giving detailed thought to it, I don’t believe you get much of a pass if you take on that role, which under the law means you’re a fiduciary, whether you want it to be or not, I would say you don’t get a pass, because, you know, I don’t know a stock from a kumquat. I don’t know anything about investing. If you take on that role or thrust into it, it seems, to me, entirely reasonable to insist that you either resign and get someone to do it or seek the assistance of someone who knows what they’re doing. And, you know, a lot of answers to questions that people ask me about the law are it depends.

Mike Blake: [00:28:16] Yeah.

Robert Port: [00:28:17] Which is a reference to, you know, what are the background facts? You know, there’s a lot of things in the law that aren’t black and white, they’re shades of gray. And so, this is one where, again, if I were writing on a clean slate and I’m thinking of some of the cases my firm does in the area of trust and estates litigation, where clearly, I have one going on now, someone without the expertise to be a trustee has been handling a trust and has caused hundreds of thousands of dollars’ worth of damage in our view.

Robert Port: [00:28:56] And I am pursuing the case under the assumption, an argument that it really doesn’t matter that he didn’t have the expertise. And if I can, that’s a segue for me to mention this, I am, by nature, very adverse to, adding what Warren Buffett sometimes calls, all the helpers. You know, the CPAs, the attorneys, the financial advisers, everybody is getting a little piece of the action. By my nature, I’m not thrilled with that.

Robert Port: [00:29:38] On the other hand, I have learned in this practice dealing with fiduciary disputes in the wills, trust, and estates area and in the securities area, that it is well worth the cost, presuming the costs are reasonable and appropriate, to get the expertise that Mike has described, to get a professional fiduciary. There are entire companies of substantial worth whose business is to manage assets. And the way I view those fees is the fees you will pay for doing that, which are generally a percentage of assets under management, I view that as an insurance policy to avoid having assets managed by someone who does not know what they are doing and the risk of that.

Robert Port: [00:30:29] That is like an insurance premium. And most of the cases we see in the trust and estates area, almost all of them are lay people who’ve been thrust in these roles. You know, the oldest son who’s the attorney, the daughter who’s a CPA, the son who’s the doctor, and mom and dad think, “Yeah, sure. They’re smart, they can handle this.” And either intentionally or unintentionally, they don’t have a clue of what they’re doing. And that can range from mere negligence to essentially outright embezzlement.

Mike Blake: [00:31:12] And, you know, the funny thing about embezzlement and white collar—

Robert Port: [00:31:17] Not to the person that’s being embezzled.

Mike Blake: [00:31:19] Yeah, that’s true. But not funny, humorous, but funny, strange, is-

Robert Port: [00:31:24] Yeah.

Mike Blake: [00:31:24] Especially if you’re a lay person and you’re not used to this, I think many of those crimes are committed quasi-accidentally and that they don’t understand kind of where the line necessarily is. Now, what you bring up in that scenario is interesting because it actually applies to me. So, you know, my parents wanted me initially to be the trustee of their estate, which with my financial background, I am fully qualified to do. But perfectly candid, I do not get along very well with my sister. And so, what I told them was that if you do that, the returns on the estate will be great and there’ll be a lot of very happy lawyers, right?

Mike Blake: [00:32:05] Because I just know the way that relationship’s going to go. So, you know, even in that particular case, because one thing you have to look at is family dynamics, too. Just because I’m technically qualified, that doesn’t necessarily mean that I’m the best person for that job and somebody independent, I think, and that thankfully, my parents ultimately saw the wisdom of that, providing for an independent trustee is going to go a long way to making sure that the wealth does what it’s supposed to do.

Robert Port: [00:32:35] Yeah, you’re a very wise son. And you raise one other issue, which we see in our practice. And sometimes, folks will ask, “Well, what’s a bit of advice you give to people?” And this is true I think generically with dealing with family money is, to the extent possible, transparency, disclosure, and explaining to your heirs or whomever needs to know why it is you’re making the decisions you’re making.

Robert Port: [00:33:09] What’s been interesting to me is to realize that even people of nominal means over a lifetime can accidentally accumulate a meaningful amount of money, you know, seven figures is not unusual if you’re middle class, you don’t burn through your money, and it just sits there and accumulates. And what is interesting is for some reason in our society, talking about money is taboo. And mom and dad don’t want the kids to know that, “When I die, you guys are going to split one million, two million, five million.”.

Robert Port: [00:33:51] And surprise, we’re both gone and now, you’ve got to wrestle with it. So, we advocate within the extent possible to have some disclosure, to have some transparency if there are, for example, a reason you want to give one child more than the other, explain that. If you want to leave the marital home or the vacation home to one child or the other or give it all to the ASPCA. Whatever it i, explain that.

Robert Port: [00:34:20] It may not eliminate the disputes, but to the extent your heirs can understand your rationale, it’s very helpful. And when you couple that with, as you have wisely done for the circumstances you’ve described, have a third party in there, it has the probability of tamping down disputes. Now, you know, your family members may get into a dispute with the third party, but, you know, you’ve done what’s appropriate and hopefully, they have executed their duties appropriately.

Mike Blake: [00:34:57] So, I want to come back to the primary topic, because there’s one question I want to make sure that we get kind of out there, which is, you know, if I’m not happy with my portfolio, what are kind of the signs that, as somebody who’s an investor, I might see my portfolio that might lead me to conclude that there is something amiss, some sort of malfeasance, as opposed to, “It’s just my tough luck, a loss”, right?

Mike Blake: [00:35:32] How can I triage initially to make sure I’m not just sort of running to you every time I lose 2% where, right? As opposed to, you know, “This is really bad. I shouldn’t have taken 10% of my portfolio and invested in his brother’s alpaca farm”, right? It’s typically not that egregious. So, in your experience, what are kind of the breadcrumbs that say, you know, you really ought to think about talking to somebody to see if there was something amiss?

Robert Port: [00:36:02] Sure. I think the first thing to think about is reflect back on your initial discussions with your adviser. Did he or she take as much of a deep dive as they could into learning about you? You know, what are your needs? Do you have kids that need to go to college? Are you worried about your retirement? Do you have aging parents who might have to support? Are you going to lie awake at night if you see in the paper that the stock market’s gone down, you know, X percent today or tomorrow?

Robert Port: [00:36:37] Reflect back on whether you feel that the adviser got a good picture of who you are. And that goes back to what I said before, which is one size does not fit all. You know, if you’re dealing with an adviser whom is uninterested in any of that or doesn’t appear to be and doesn’t really find out about you, I think that’s a red flag. If you can, not to get started, but if you’re there, reflect back on that.

Robert Port: [00:37:10] The other thing, there’s a number of other things that come to mind, I would get an understanding as to whether or not the investments seem to be, I’ll say, ordinary and boring or that stocks and bonds and mutual funds or are they calling you about hedge funds and real estate investments and annuity abuse, particularly, variable annuities and what’s called equity-indexed annuities are a problem. You know, do the investments sound overly complicated?

Robert Port: [00:37:52] And one way to think about this is this is your money, you’ve worked a lifetime or your working career to accumulate it, if you can’t explain to, you know, a child who is 10 years old what your money is doing and where it is, you ought to ask yourself whether that ought to be the case. If you don’t understand what’s happening with your money, that’s potentially a red flag. Now, you know, Mike talked about expertise and I often make analogies, too, to going to the doctor.

Robert Port: [00:38:29] You know, you go to the doctor and here, she says, “Well, you have this issue and you need this operation or take this medicine.” And hopefully, they explain it enough, so you understand what the problem is. And think about that with your own adviser and with your investments as well, you know. You may not be able to talk about PE ratios and, you know, Delta and all the other ways that someone like Mike knows how to measure investment performance, but you should have an understanding, generically, how much of my portfolio is exposed to stocks, how much is exposed to bonds. What else is going on? Do I need investment income, dividends, and things like that?

Robert Port: [00:39:17] I would also be concerned about something that Mike alluded to, which is, you know, is the adviser suggesting you invest in things that are, if you will, offline. You know, this adviser call, I’ve had cases where the adviser says, “Well, you know, I’m getting into rental housing and, you know, I need some investors”, or, you know, “My brother-in-law’s alpaca farm” or, you know, “My buddy is starting a hedge fund and, you know, needs some money and, you know, I think it’s a great investment.” And another one is there are no guarantees against loss, I guess, except maybe if you buy government bonds.

Mike Blake: [00:40:09] Right.

Robert Port: [00:40:09] There’s a debate about loss there. But if you hold them to the end, you know, unless the world blows up, you’ll get your principal back.

Mike Blake: [00:40:15] Nominally, you’ll get your principal back.

Robert Port: [00:40:16] Right. So, be concerned if an adviser says, “Oh, it’s guaranteed.” That doesn’t necessarily apply to annuities. They’re backed by insurance companies and you get your money back. But on annuities, and again, I’m talking about particular types of annuities, immediate annuities are generally not an issue, but when you’re sold an annuity, for example, there is a prospectus, that may not be the exact right word for annuities, but generally, a thick document written by a whole room full of lawyers explaining how this thing works.

Mike Blake: [00:40:56] Explaining in quotations.

Robert Port: [00:40:59] Yeah, in air quotes. That’s exactly right. And I have had cases where these are incomprehensible. I had one case where I hired an expert who has something like a PhD from MIT in mathematics. And he said it took him and his three colleagues, who also have similar credentials like a week to figure out how this thing worked.

Mike Blake: [00:41:21] Jesus.

Robert Port: [00:41:23] And it goes back to what I said before, if you can’t read and understand what’s happening with your money, even though, you know, you may find out later, you could have tripled your money in two weeks, don’t do it. And that sort of leads me to something else. And I can obviously go on and on here. But one of the principal things, I think, folks need to understand is, what is a reasonable rate of return?

Robert Port: [00:41:52] One of the things that Ponzi schemes and you can think about Bernie Madoff, if you will, as an example, is that they promise folks unreasonable rates of return. And I’m speaking from memory here, but one of the things to think about, is what is a fair rate of return, unreasonable investments right now? So, if I’m recalling correctly, if you were to buy government bonds right now, you might get, what? One-and-a-half, 2% a year?

Mike Blake: [00:42:24] Yeah. Give or take the term, yes.

Robert Port: [00:42:26] Right. If you buy generically all of the stocks in the S&P 500, you know, historically, depending upon what numbers you use, including dividends or not, you know, maybe 7, 8% and so on and so forth. So, if someone comes to you and says, and I’ve seen this, 15% per month guaranteed, it might happen, but there’s no free lunch, return is not without risk. And to me, you know, that sort of screams some sort of fraud. So, I’ve talked about bench marking before in terms of figuring out your damages.

Robert Port: [00:43:09] One other thing in terms of figuring out whether you are in a place that you ought to be is if your adviser is guaranteeing returns, guaranteeing against loss of income, what return is he or she guaranteeing? You know, Bernie Madoff’s brilliance, if I can use that word, is that he structured his Ponzi scheme, so he returned 10% essentially per year, year-after-year, which interestingly enough, comes very close to a little bit more risky investment portfolio, which is not outrageous. So, he sort of slipped under the radar there. But what a lot of lay people didn’t realize was that it is almost impossible to have annual returns like that year-after-year.

Robert Port: [00:44:02] You know, I said a moment ago, the S&P returns, maybe, you know, 7, 8%. That’s not year-after-year-after-year. That’s over 20, 30 years. You know, it might go up 15% one year, down 20% the next. And that is an average. So, you know, be careful out there. Understand what you’re getting into. Be able to explain it. Don’t believe that you’re special and you’re getting these fabulous returns. Because candidly, one of the things that I often think about is if, in fact, there was an investment that had, you know, 15% per month returns, I don’t know why anyone would sell that to anyone else, I’d keep that all to myself.

Mike Blake: [00:44:53] Absolutely.

Robert Port: [00:44:54] And I’d benefit from that. And I wouldn’t be selling it to people for a small commission on getting them into it.

Mike Blake: [00:45:02] You know, what you’re talking about, these Ponzi schemes remind me, and you would have gotten a kick out of this, you know, I started my career in Russia and I started at a point where they were going through privatization. You may recall they had vouchers where you basically got a certificate from the government that basically said you had equity in the state’s assets. That was the way they tried to privatize. But the problem is, 150 million Russians have these vouchers.

Mike Blake: [00:45:34] On an individual basis, they really weren’t worth a whole lot, right? And that was not a society that accumulated a lot of wealth. It was designed to prevent that, right? Communism. And so, I still remember there are commercials for this company, at the time, it was called MMM Invest. And this was before they had our kind of securities laws in terms of disclosures, what you can say and what you can’t say. And they would brazenly come on and say, “If you invest your voucher with us and we’re guaranteeing, you know, a 30% rate of return every quarter.”.

Mike Blake: [00:46:08] And they’d have these people come on and saying, “I invested my voucher with MMM Invest and now, I’m driving a Rolls Royce”, that kind of thing, right? And it just shows, you know, their securities laws have since evolved somewhat, I’m not sure at our level, but it was it was interesting to see when you kind of take the safeties off of the regulations, right? You don’t see that on TV here. But without regulations, you’d see that all the time.

Robert Port: [00:46:36] Well, that’s a fascinating story. I’ve always wondered about the transition from communism to whatever it’s become. But I will say this, if you hearken back to right before the Great Depression, your listeners may recall the commercials on TV, where someone’s invested with ABC company and now, they’re on a yacht and now, they’re sitting on a beach with their broker in front of their presumably fancy second, third, or fourth home.

Robert Port: [00:47:09] So, you know, they may not come on TV and say 30% per year, but they’re saying, “Well, trust us and we’ll turn your money into this.” And that actually made me think of one other thing that is important to me and in fact, how I think about investing for me personally, and again, I’m not an adviser, but this this is the way I think about it, there is nothing wrong with batting for average, all right? Going back to what I said before, you know, a basket of securities broadly invested across stocks and bonds over the last, you know, 30, 40, 50 years, yes, there have been terrible ups and downs.

Robert Port: [00:48:00] And if you go back even further to the Great Depression, you know, it was horrific. But over long periods of time, if you can stomach the ups and downs and that goes to what’s reasonable and appropriate for you, you will get a fair average return or I won’t say you will, because that’s predicting, but you have. Nobody knows what the future holds. And what’s interesting is there are study-after-study that demonstrate that, but also, at the same time, have looked at actual investors’ returns.

Robert Port: [00:48:39] You know, taking into account the people who watch TV and buy this, sell this, and they trade and they incur commissions and tax costs and just sort of, I don’t recall the exact numbers, but let’s say over the last 20 years, the S&P diversified portfolio, let’s say, has return, I’ll pick a number, 7%. What they find is people who think they can predict the market and buy and sell or do different things, they generally, on average, I think that the differential is, you know, something like 5 or 4%.

Robert Port: [00:49:17] You know, they’re losing conceptually 3% a year because they’re trading and because they think they know the future. So, A, bat for average. B, understand that no matter how brilliant your adviser is or you think they are, they don’t know what the future holds. And one way to think about this, in my mind, is lots of folks will point to, “Well, Warren Buffett has earned these fabulous returns.” I forget what they are, but it’s approaching, what, 15, 20% year over year over year since the ’50s?

Mike Blake: [00:49:56] Yeah, although the last two years have not been kind to Berkshire Hathaway. But until then, yes.

Robert Port: [00:50:00] Okay. But the point I’d leave your listeners with is that’s fine. Mike, as a numbers guy, will understand what I say, that there is a probability that people like Warren Buffet exist, what they would call outliers, they get more than average returns. The question for any investor, I think, is what is the probability of the hundreds of thousands of advisers out there? What’s the probability that today, you’re going to pick the adviser who will 20 or 25 years from now be the next Warren Buffett? And I’d respectfully suggest that probability is approaching zero.

Mike Blake: [00:50:45] It is. I often characterize Warren Buffett, and I call Warren, he calls me, who the hell are you? But I characterize him as Mozart.

Robert Port: [00:50:54] Yeah.

Mike Blake: [00:50:55] Right. And there’s only one Mozart in several generations. Even Warren Buffett has said, “If you wake up in the morning and you look in the mirror and somebody besides me is staring back at you, you ought to be in index funds.”

Robert Port: [00:51:07] That’s exactly right.

Mike Blake: [00:51:10] Robert, we’re running out of time. There’s one other question I want to ask before we let you go, because we talked about some kind of the smoking gun elements where maybe, there’s something that somebody might come to you and ask a question about and I want to ask specifically about a lot of account activity, right? And you talked about the people that do their own churning, they’re day traders, and, you know, maybe you beat the market by 2%, but you’ve paid 4%, so you’re really not even on that.

Robert Port: [00:51:37] Well, plus taxes.

Mike Blake: [00:51:37] Plus taxes, right? So, my question is, if they have an actively managed account, they open their broker’s statement and see there’s a lot of activity, is that often a smoking gun?

Robert Port: [00:51:52] Well, thank you for raising that. Yes, it can be. And what’s important to understand in this day and age is the manner in which funds are invested now by investors is a little different than it used to be. So, Mike used the word churning and the concept in the law is a lot of buying and selling in your account to generate commissions for the broker that may or may not be good for you. So, yes, lots of activity in the account can be an indication that there’s a problem.

Robert Port: [00:52:33] But the caveat is that many brokerage firms, in particular, and indeed other advisers are going to what are called the managed accounts now, where your funds are actually placed with another investment management fund and they do, in fact, trade, as best I can tell, every day. And the way some of those are structured is you will get a statement, I’ve seen these, where, you know, it’ll be pages and pages and pages because the transaction’s done in what’s called the managed account flow through to you.

Robert Port: [00:53:12] That might not be a problem if, in fact, the setup is a managed account run by an independent adviser, where the fee is simply computed on assets on their management and they’re not taken a commission on every trade. But the bottom line is, yes, lots of activity can indicate a problem, it could indicate your broker is churning your account because his kid needs to go to college or he wants a new boat or he wants to compete with the broker down the hall who just got a new Maserati, whatever the case may be.

Robert Port: [00:53:47] So, you know, look at that. Is it a black and white issue? Sometimes, it is. And just a short story years ago, I represented an elderly widow whose account had what we call turnover rate of 21 annually. And what that meant was, and Michael could explain how that’s done, because I had someone other than me do it, but when you do the math, functionally, what was happening is her entire account was bought and sold every other week.

Robert Port: [00:54:29] Right. And she started with, I think the numbers were $160,000. And over the course of a year, when she came to me, she had $1,500 dollars left and the broker had earned $40,000 in commission. Now, that’s probably one of the most egregious cases I will see, but that goes to churning. So, bottom line is, yes, lots of activity, particularly, if you have not given your adviser what we call discretion or authorization to trade without calling you, that can be very much of a problem.

Mike Blake: [00:55:14] Robert, we’re out of time, but there are lots more questions that we could ask and somebody may have, how can somebody reach you if they want to learn more about this?

Robert Port: [00:55:22] Sure. The name of our law firm is Gaslowitz, that’s G-A-S-L-O-W-I-T-Z, Frankel, F-R-A-N-K-E-L. You can find us on the web at gaslowitzfrankel.com. My phone number is 404-892-9797. And if you want to shoot me an email, it’s rport@ga, for Georgia, gadisputes.com.

Mike Blake: [00:55:50] And that’s going to wrap it up for today’s program. I’d like to thank Robert Port so much for joining us and sharing his expertise with us today. We’ll be exploring a new topic each week, so please tune in so that when you’re facing your next executive decision, you have clear vision when making it. If you enjoy this podcast, please consider leaving a review with your favorite podcast aggregator. It helps people find us so that we can help them. Once again, this is Mike Blake. Our sponsor is Brady Ware & Company. And this has been the Decision Vision podcast.

Tagged With: fiduciary abuse, fiduciary litigation, Gaslowitz Frankel, gaslowitz frankel llc, Mike Blake, Robert Port

Jeff Brown, Smith & Howard

January 28, 2020 by John Ray

North Fulton Business Radio
North Fulton Business Radio
Jeff Brown, Smith & Howard
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Jeff Brown, Smith & Howard
John Ray and Jeff Brown

North Fulton Business Radio, Episode 192:  Jeff Brown, Smith & Howard

With cybercrime such as ransomware affecting a wide range of businesses, large and small, Jeff Brown, Smith & Howard, joined this edition of “North Fulton Business Radio” to address how businesses can protect themselves and much more. “North Fulton Business Radio” is hosted by John Ray and is broadcast from the North Fulton studio of Business RadioX® inside Renasant Bank in Alpharetta.

Jeff Brown, Smith & Howard

Jeff Brown, Smith & Howard
Jeff Brown

Jeff Brown is a Senior Business Advisor with Smith & Howard, an Atlanta-based accounting and advisory firm. In addition to traditional accounting, tax and audit services, Smith & Howard provides services helping C-level executives make smart business and financial decisions that contribute to growth and strategic success. Services include internal control reviews and assessments, process and procedure reviews, IT advisory services, service organization control reports, merger and acquisition consulting, due diligence, fraud prevention and detection and financial projections.

Jeff advises in Smith & Howard’s Risk Advisory practice and has 20 years experience in the security field. He helps clients with assessments, certifications and recommendations for improvements to their cybersecurity program. Prior to joining Smith & Howard, Jeff was director of strategic accounts at CompliancePoint, an information security firm.

To get in touch with Jeff, you can email him or call directly at 404-879-3390.  To learn more about Smith & Howard, visit their website.

Jeff Brown, Smith & Howard

“North Fulton Business Radio” is broadcast from the North Fulton studio of Business RadioX®, located inside Renasant Bank in Alpharetta. Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has grown to become one of the Southeast’s strongest financial institutions with approximately $12.9 billion in assets and more than 190 banking, lending, wealth management and financial services offices in Mississippi, Alabama, Tennessee, Georgia and Florida. All of Renasant’s success stems from each of their banker’s commitment to investing in their communities as a way of better understanding the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

 

Tagged With: cyber crime, cyber security, cybersecurity, cybersecurity services, IT Breach, IT risk advisory services, North Fulton Business Radio, North Fulton Studio, payment card industry, PCI, phishing attack, ransomware, risk advisory services, Smith & Howard, social engineering

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