Very often, when I'm working with a client to help them simplify their story into easily digestible bullets, they say to me, "our existing investors already know this...why do we need to say this again? It feels so repetitive."

I tell my clients all the time that a quarterly report consists of at least three major things: 1) the published numbers from the quarter, 2) management commentary, and 3) guidance.

As a general group, investors want to be educated… tempted even, by the tantalizing aspects of a story in order to get interested. They want to hear a good story that reminds them of stocks that have worked for them in the past.