Jobs at the emotional level create a deep connection with investors and lead to enduring relationships and improved economics through lower churn for managers and allocators alike. The ability to do the emotional jobs well can transform an asset manager into an institution - likely to scale and to stay in business for the long-term.  We have found that customers may not clearly express or even openly admit that they value “emotional jobs” at the same level or higher to well known functional jobs.  However, the money managers that perform these jobs well - jobs that may be more “social” or “experiential” - will consistently attract more assets.