Investment firms with a distinctive identity are better positioned to control their own destiny. Yet in intensely competitive markets, few investment companies can provide convincing answers to the question, “How are you different from your competitors?” Investment firms present their capabilities as a litany of common characteristics—a disciplined investment process, rigorous research, a superior grasp of the risk/return tradeoff, a global perspective—with the result that companies very different on the inside look virtually identical on the outside. Founded in 1995, Alpha Partners is an investment marketing firm specializing in competitive differentiation. Our goal is to create alpha (excess returns) by helping investment firms win, keep and diversify assets under management.