Marketing

by Guillermo Saenz When I was invited to speak at the SER Latin@ Advisor Summit, financial planning was new territory for me. I knew better than to arrive with a suitcase full of recycled advice about positioning, UVPs (Unique Value Propositions) and ICPs (Ideal Customer Profiles), the alphabet soup marketers serve when ordinary language feels insufficient. Before standing onstage with advice, I wanted to listen. I looked at what people search for when money becomes complicat