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It's All About the Risk
To most investors RISK is vague.  It’s usually not mentioned alone or in reference to anything else.  Instead it’s wrapped in the nebulous titles of Low, Medium and High.  That is simplistic and misses the art of investing but it's been the standard until now.  The RISK of a diversified portfolio can be quantified.  That’s important because it makes RISK very visible.  We offer each and every client a thorough risk/ reward report card each six months, in a way they can understand.  It is the new standard.  We want you to understand that reward is meaningless without reference to the RISK taken to achieve it.  Gaining as much Return as the RISK taken is the essence of our framework, Modern Portfolio Theory.  If you can't relate the RISK to the Return, you are flying blind.  Think of it, mutual funds are graded on the Reward they gain against the quantifiable RISK they take, why shouldn't your investment advisor?