FiduciWho?: Understanding True Client Relationships with Leonard Raskin cover art

FiduciWho?: Understanding True Client Relationships with Leonard Raskin

FiduciWho?: Understanding True Client Relationships with Leonard Raskin

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Would you rather transfer your values or your money to your children? That question — and the decades of real-life experience behind it — sits at the heart of our conversation with Leonard Raskin, President and CEO of Raskin Global and author of "Fiduci Who?" Leonard has spent 40 years building a fee-based financial consulting firm that refuses to choose between scale and soul. From his childhood dream of owning an NHL hockey team to becoming a trusted advisor who sits with families in hospice, at weddings, and around their kitchen tables, Leonard shares why the best marketing strategy he ever had was simply showing up as a human — at crab feasts, on the radio, through a podcast, and even as a cartoon version of himself on LinkedIn. If you've ever felt pressure to niche down, 10X your business, or run Google ads when what you actually want is to build deep, lasting relationships with people you'd invite to dinner, Leonard's story will make you feel a whole lot better about trusting your gut.HighlightsLeonard's childhood dream of playing in the NHL — and how he ended up owning a (very small) piece of the New York Rangers anyway through publicly traded stock in Madison Square Garden NetworkWhat it means to be a true fiduciary: looking at a client's entire financial world from first dollar of cash flow to wealth transfer, rather than calling yourself a fiduciary for only the slice you touchWhy Leonard rejected the advice to niche down, and how he built a referral-driven practice by focusing on the kind of humans he serves best instead of an industry specialtyThe "dinner test": Are the people you're targeting in your marketing people you would want to invite over to your home for dinner? And have you given yourself permission to make that a true qualifier for who you take on as a client?How an annual crab feast for 500+ households became one of the most effective (and organic) client acquisition events in the firm — without ever talking businessThe early-career rejection of traditional financial sales tactics, and why Leonard refused to join charities as a thinly veiled prospecting strategyBuilding a book and podcast flywheel: how a guest on someone else's podcast introduced Leonard to Paperback Expert, which ghostwrote and published "Fiduci Who?" and launched the Fiduci Who podcastCartoon Leonard: turning podcast clips into animated social media content with a Hawaiian-shirt-wearing avatar — and why it works better than any blog post ever couldThe question Leonard asks every new client: "What's enough?" — and how defining success on your own terms changes everything about how you run your businessBehind the Brand rapid-fire answers: favorite karaoke song, the smell of his mother's chicken soup, reliving a 14-hour heart surgery, and three words his loved ones would use to describe himChapters0:00 — Today's Guest5:13 — Hockey Dreams to CEO8:08 — What Raskin Global Does12:41 — Service Model and Values14:53 — Clients Become Family19:07 — Scaling Without 10X23:50 — Defining Success27:24 — Ideal Clients and Dinner Test32:21 — Crab Feast as Marketing36:47 — Early Career Lessons42:24 — Referral-Driven Niche43:08 — Marketing That Works43:34 — Book and Podcast Flywheel45:10 — Service Audit and Outreach47:22 — Why Keep Showing Up49:10 — Human Marketing Wins50:35 — Cartoon Clips on Social52:59 — Trust and Fit Matters56:47 — Scaling Human Connection58:29 — Behind the Brand Qs1:07:05 — Defining Real Success1:10:47 — How to Reach Leonard1:12:14 — Scale Beyond ReferralsResources Mentioned"Fiduci Who?"raskinglobal.comFiduci Who Podcast Paperback ExpertScale Beyond ReferralsStoryBrand The CEO’s Heart for Service is a production of Brand3. If you’re a B2B service provider who delivers exceptional service but struggles to get your marketing to connect with the right people, find us at brand3.net. And sign up for our Brand3 Newsletter that only sends marketing insights worthy of your inbox - genuinely helpful stuff for the road ahead. The CEO’s Heart for Service is also supported by Forge Podcast Company, a turnkey production solution for using podcasts to reach a wider audience, win new clients, and grow. Find them at forgepodcast.co
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