Content provided by Nate Wattier, CLS Client Service Manager
“What’s in a name? That which we call a rose by any other name would smell as sweet?” You might be wondering why we’re taking a trip back to high school freshman English Literature class and reading a passage from ”Romeo and Juliet” (Act 2 Scene 2 if you’re interested). Here, Juliet is asking why it is fair for someone to be judged based on their name. In most cases, she’s correct: It’s unfair to judge someone based on their name. But ask yourself, what does a name represent? Go back to that quote and substitute “name” for “reputation” and it takes on a completely different meaning. When we say someone has made a name for themselves, we’re really talking about the reputation they’re known by, good or bad.
In business, reputation is everything. Here at CLS, everyone from the Portfolio Management team, Sales, Client Services, etc., takes our reputation seriously. We want to be someone advisors and clients can recommend to others. How do we make this happen? We talk about building relationships, being a good partner, being a fiduciary, but what it all boils down to is doing what we say we are going to do. When we do what we say we are going to do, that translates into having a good reputation. A good reputation translates into more and better business. It all goes hand in hand.