Putting your mouth where your money is - how good PR can raise profile, and assets, for your hedge fund
press/marketing
It's all about Ralph Waldo Emerson. You remember him - the American with the better mousetrap?
"Build a better mousetrap and the world will beat a path to your door."
Actually Emerson didn't say this at all, he actually talked about corn, wood, boards, pigs, chairs, knives, crucibles and church organs - mousetraps didn't get a look in but it is by them (falsely or not) we remember him.
Whatever the subject, the meaning of the quotation is clear: if it's better it will sell. But will it? And, in an
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