Graham Bentley's four platitudes of fund management

What makes one asset manager's proposition more attractive than another? In recent conversations with asset managers I've been struck by the complete absence of differentiation, and an almost universal reliance on what I call the Four Platitudes gambit. These familiar platitudes are merely tickets to the fund-flow raffle. They're ubiquitous, and certainly not differentiators. Many managers fear relying on their skill and flair, because that is too nebulous a concept for an analyst - the investment establishment therefore presents investment as science, rather than art.   1 'W...