Bruce Shutan On Creating The Narrative Of Your Life Today For Your Legacy Tomorrow (#164)

[00:00:00] Jeffrey Feldberg: Welcome to the Deep Wealth Podcast where you learn how to extract your business and personal Deep Wealth.

I'm your host Jeffrey Feldberg.

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When it comes to your business deep wealth, your exit or liquidity event is the most important financial decision of your life.

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Bruce Shutan is a versatile journalist who has written for more than 130 publications, corporate entities, or individuals over nearly four decades. He also ghostwrites independently, published business books and memoirs, and is a contributing journalist to One World Initiative, a public broadcasting organization that disseminates impactful programming across multiple platforms for a global audience.

His extensive reporting on the American workplace dates back to 1985 with a showbiz sideline developed in 2000 when he began contributing to Variety, a must-read for entertainment industry insiders for more than a century.

Welcome to the Deep Wealth Podcast. And while do I have a really exciting and different episode for you today with our guests and I want to come at it from two angles. When you're doing a liquidity event, your narrative, your ability to tell your story really is everything, when it comes to evaluating your business. Your valuation it depends on that.

And then I'm going to jump into life after your liquidity event, the post-exit life. What's your narrative, what's your legacy? What do you want this to be all about? And if we're really honest. Most business owners. And I put myself in this camp as well after the liquidity event. What does that look like for you?

Do you really nail down your post-exit life? So I'm getting way ahead of myself. Let me pull myself back in here, Bruce. Welcome to the Deep Wealth Podcast. It's a pleasure to have you with us. Bruce, there's always a story behind the story. What's your story? What got you to where you are today?

[00:03:17] Bruce Shutan: So Jeffrey, thank you so much for letting me be a guest on your podcast. My story and I'm sticking to it, as they say, is probably since the age of eight. I fell in love with stories. It started when Mike Wallace of 60 minutes fame narrated the first of two TV series called biography. And I was mesmerized by real-life stories and I was never in love with literature, fiction.

I just couldn't wrap my head, my heart, or soul around any of those books, but I loved real stories about real people. And so my journalism career really began at that point. And by age 10, I was writing an annual yearbook, if you will, for a twist hockey league that I created with the help of my friends in the neighborhood.

And I was writing profiles about each of these coaches. Of these twist hockey teams in the league. And I would give it to my dad. He bring it to his meat packing plant handed off to someone in the office who would mimeograph the copies for all of my buddies in the league. And by the time I was a teenager, I was published in the weekly newspaper of my hometown of Hamden, Connecticut, and the rest, as they say, is history.

[00:04:57] Jeffrey Feldberg: Wow. And you know what, Bruce, you took me down memory lane, mimeograph. I have not heard that word. So you and I are both dating ourselves here a little bit, that it has been a while, wow, it's amazing. And I always get fascinated with the guests on the show of what that story behind the story is in your story is really no exception of where that got you to today.

And so tell me, what have things been like for you the past little while we were talking a little bit about this offline, we had this crazy pandemic come and now we're beyond the pandemic. So how were things leading up to the pandemic during and after? What was that like for you?

[00:05:34] Bruce Shutan: So I've been at this for almost 40 years though you could never tell by the color of my hair. And I know that your listeners will be able to fully appreciate that self-deprecating. But the fact is back 22 years ago, I decided to move 3000 miles away and become self-employed. so my client at the time, which was a B2B trade magazine after five years in the newspaper industry became my one and only client.

And from there I built a business of working with nearly 130 publications, corporate entities, and individuals. And I was blessed that for every year of those 22 years, except for last year business was pretty steady. And I had growth in quite a number of those years, but when the pandemic blew a hole in my career in life, I had to pivot.

And what I ended up doing was moving from an emphasis on short-form, writing, ghostwriting, and journalism to long-form, ghostwriting a book, memoirs, and business books. Now, this became a happy accident for me about 11 years ago, when one of my sisters introduced me to an elderly man who was a major donor of her employer at the time, big into philanthropy, wanted to write a book about his life, which was a Horatio Alger tale.

But he didn't know where to begin. He wasn't a writer. He had a background as a chartered accountant in Montreal, Canada, and ended up retiring a multimillionaire in South Florida after selling a chain of nursing homes to a larger operator. So I came into the picture and chatted with him on and off for about a year or so before he finally signed on the dotted line. We got together a contract. I had never done this before in my life. And I ended up ghostwriting his memoir in a short order. It really didn't take much time at all. And it was a personal and professional epiphany for me. And I thought, wow, I have enjoyed this so much on a number of levels starting with helping this elderly man.

Realize the dream that I decided to invest some time in trying to take my career completely in that direction. Long story short, it was a lot harder to realize this dream of mine. It became overwhelming to figure out how do I market this service. And I got a lot of advice from some mentors in the industry. And in the end, nothing really became of it for a period of eight years until I met a digital marketing strategist in Melbourne, Australia who found me on LinkedIn because ghostwriter was mentioned in my profile and he exclusively represents ghostwriters and helps them find clients. I decided to launch a paid campaign with him on LinkedIn and I hit paid her right away, which was terrific. Being a single dad of 2 young kids who at the time were 8 and 9 years old, I really needed to keep busy. And so it was just wonderful. I ended up ghostwriting my very first business book for a college admissions consultant who was in the Ivy league space and really wanted to put a book out there for families. That we're serious about getting their smart kiddos into Ivy League schools and other elite colleges and universities. But really didn't know how to go about it because we know that the competition is very stiff. And so this book that he envisioned was such a wonderful idea, I came in and helped him realize this goal.

He was a joy to work with. And here I was able to finally go Stripe my first business book and what an adventure it was, it went right up to the bestseller list on Amazon immediately in the education category. And then I got busy with journalism again and had to kind of defer those dreams until I could get back to a space where it was possible to resume, work on that, but it has been deeply fulfilling. I have been a people pleaser my whole life and realized later in life that's not always such a good thing to do because it can be at the expense of your own life.

If you're putting too many other people ahead of you. But I do very much appreciate the opportunity to help people who are not professional writers, to be able to tell their story and put out a very highly, a high high-level professional narrative out there that draws people into their story and helps them organize their thoughts in a way that they may not be capable of doing, because they're not a professional writer but a ghostwriter like myself who liked the name suggest is really invisible out there behind the scenes, making this happen for them. When you look at celebrities, who've written books, the published books, I should say. So many of them work with a ghostwriter because they don't have the writing expertise. And in most cases, they don't have the time. And that is the number one reason.

People hire a ghostwriter. They simply don't have the time, especially busy business people who have just gotten through selling their business and have had this liquidity event that you referenced earlier.

[00:11:36] Jeffrey Feldberg: And so Bruce, it's interesting. And for our listeners, let me paint a bleak scenario for just a moment. And I know Bruce, you and I are, the glass is always half full, but let's just run with this for just a moment. And so for listeners out there, here's a couple of rhetorical questions for you. And you know, really the first one is, imagine you have had your liquidity event, you're incredibly successful and your time has come.

You're no longer here. You moved on to the big acts at the final exit, so to speak. And it's your relatives and your family that are sitting around the table and perhaps it's at the lawyer's office. And if you've ever been in one of those meetings, it's a very. How can I put this depressing meeting?

You have the lawyer who's reading your last will and testament, and it's just very mechanical, is nothing about you. And who are you? What were you about? And particularly for the next generation who, by the way, they're going to be enjoying your money presumably shouldn't they at least know who you are and what you're about because I know for many business owners they don't want to talk about their accolades and what they've achieved, even though it was magnificent. And what a gift to give to the next generation where you're locking in your legacy through a ghostwriter like yourself, Bruce, who can put that into play and get that going. Or the second scenario is why do you have to wait until you're no longer here?

Why not have the joy and just the happiness that comes with having your story told today that you can share with everyone while you're here with your friends, your family, your loved ones, and your business associates? If you choose to do that. And so, you know, if that doesn't stir you to action or that doesn't move you from a listener side of things that I don't know what will, but for those of you that are moved, walk us through this because you hit upon a whole number of points, but I know there's a lot of business owners who were saying, okay, yeah, Bruce, I'm sure you're a terrific ghostwriter and you write these wonderful books.

I am just too busy, even if I wanted to do this. And I do, I'm not going to be able to find the time. So how do you work in that kind of situation?

[00:13:42] Bruce Shutan: Jeffrey, first of all, I love the scenario that you painted as bleak as it, it may be for people who are reminded of their mortality. The number one question I get is about time, process, how does this work? And I will say that when you partner with a ghostwriter and partner is the operative word, it really does become a partnership.

What the ghostwriter does is all the heavy lifting so that the person who wants to get his or her story out there and it doesn't even need to be a published book. It could be something that is shared within the confines of friends and family. That circle if you will. And I run into this from time to time because of the family office, people who are high net worth individuals tend to be very private.

They might have a modicum of humility and modesty to go along with it. They don't want to thump their chest call attention to. All that they have accomplished in life, but really on a personal level, it becomes so important to document that legacy. For posterity, the benefit of your children, grandchildren, and their grandchildren and great-grandchildren, and so on and so forth.

And I know that going back to my very first client, his main goal was to really inspire his grandkids and his great-grandkids. And he had quite a few to them. And I think it's so important for us to leave an imprint in this world, however, you slice it and dice it. And there's not a whole lot of time that is required by the person who wants to publish something or at least their life story. Really the way that looks in the real world is let's say you have weekly conversations with a ghostwriter like myself for a period of six weeks. Those conversations could be anywhere from an hour to 90 minutes. That's your time commitment per week. And that's very doable and manageable when you get right down to it.

The ghostwriter takes the rest and what happens is we come up with dozens of questions in advance of these interviews that we ask. And by the end of a book project, we could be looking at possibly 10 to 12 hours of recordings. I have a trusty digital voice recorder from Olympus that has been my favorite tool as a journalist and ghostwriter over the past 17 years. In fact, I wore out the original one I had and I ended up getting a new one last year. Prior to that, it was a microcassette recorder that I had for many years.

[00:16:41] Jeffrey Feldberg: Bruce, let me just jump in there because you're saying something interesting and for our listeners, I want you to think about this for a second because your legacy through a book that you have that is a gift that keeps on giving and forget even being a legacy for future generations.

Because if you have that book today, if you love to tell stories, terrific. It can tell the stories to your family and your grandchildren, your great-grandchildren, and on and on the list goals. But Bruce, what you're saying is really over a six-week period of time, you're spending anywhere from six hours to nine hours for a legacy that will last a lifetime.

So set in another way is six or a mere nine hours really worth your time and effort? All you listeners out there to craft your legacy for a future generations of what you stood for, what you're all about, how you got to where you are, and why the family is where they are because of your efforts. And to me, that's a huge ROI for a very small investment of your time.

And so Bruce, when you're having these one-hour sessions or 90-minute sessions over that six-week period of time, what would be some of the questions that are being asked that we would expect?

[00:17:55] Bruce Shutan: That's a great question, about questions. So what I do is with every client and other ghostwriters. We'll pursue the same line of questioning. What we do is we try to get as much information out of our clients as possible. So we ask them to share any information that they have about their personal and professional lives.

 And even before that, there's actually a list of questions. We will come up with initially in making contact with potential clients. And I'll read a couple of them to you as an example, for instance, have you identified what you want to achieve by writing a book? That may be the most important of all the questions that somebody is going to ask, cause that the why is going to be different from one person to the next.

Have you done any market research on who the book is for? Have you written a one-sentence description of what your book is all about? Do have a budget in mind and so on and so forth. So there are lots of questions that we have to our clients prior to pulling content from them. And then we can walk through their lives chronologically.

 I think makes the most sense, talk about their childhood, how they got interested in whatever it is that they did in business. Then they're moving to their track record in business. What made them unique relative to others in their marketplace? What is the legacy they'd like to leave behind and so on and so forth?

And I think the beauty, Jeffrey of documenting one's life story relative to say 23andme test or an ancestry.com, where that you understand who you are, where you came from and you leave behind that legacy in terms of your DNA or the family tree. I think that this, by documenting your story, it's a much more meaningful gift that you can pass along to the next generation, rather than necessarily handing them a family tree with the names and dates of strangers really are meaningless in a vacuum without context. And all of this requires context, which is a narrative of who were these people or what was your life about, and to get into detail in telling your story. I think that's a lot more meaningful than any gift you can leave behind.

[00:20:30] Jeffrey Feldberg: And Bruce, let me take it even a step further. You know, I'm very fortunate. I am a part of a number of a CEO peer groups. And so in the CEO peer groups, that I'm a part of, some of the members are they call themselves G2 or G3, generation 2, generation 3 or the second generation, third generation of a family business, very wealthy.

But the G2, the G3 members didn't create the business. And sometimes the business isn't even there anymore. It's been sold and the family is managing the wealth and managing the money. And in conversations with these people, it's been interesting because they have a little bit of a lament that's going on.

And what they're saying is Jeffrey, I feel so blessed that my family financially is taken care of, but I was not around when my great-grandfather or my great-grandmother started the business. And I would love to know who they are and what they're about, what did they learn in their life that made them so successful?

I'm the benefactor of their money, but I love to be the benefactor of their knowledge and what they would do to go back in time to be able to do that. So, you know, Bruce right there, if you take that little snippet or I'll throw another one in there, another member was saying, you know, my great, great grandparents were really wealthy, but I don't even really know their names to tell you the truth.

If I'm open and honest about it and yeah, hinge for their money. But I don't know the legacy and I feel guilty about that. Maybe I should be knowing more about them. And so for your listeners out there, real conversations from real family offices, and second and third generations that are talking here, and here's a solution to really help prevent that.

And so get your legacy out there. So, Bruce, you walked us through it's six to nine hours. You ask all these different questions that you've over the years, you've honed in on to extract that wealth of information that's there. And now that you have the answers to those questions, you go off and you begin the process of writing the story and putting all of that together.

When does a first draft come out from when you've had your last meeting and you've got that information to, okay, here's the first draft. Let's go through that. What does that look like?

[00:22:44] Bruce Shutan: Another good question, Jeffrey. The way I like to work. And I think others too. I'm part of a ghostwriter and mastermind group and we trade war stories and talk about our process is to really look at the project in three buckets, the first being all the reporting the news gathering or information gathering part which we just discussed setting aside an hour to 90 minutes on a weekly basis for maybe six weeks to compile all of that information, that's going to be documented. And by the way, it's routine to record it, have it transcribed. And then the transcription becomes the foundation upon which ghostwriters will build the narrative. So we get the narrative back and it could be over a hundred thousand words that need to get boiled down maybe to 20,000 to 40,000 words, depending on the scope and the budget of the project. So that second phase is involved doing a first draft on the book. And that could take, depending on the schedule of the ghostwriter and how many projects he or she is juggling it could be anywhere from a month to several months of putting that initial draft together and then sharing it with the client.

So obviously there's going to be another investment of time in the client reviewing that draft and making sure that nothing was lost in translation. Everything is accurate suggesting revisions. The revision process really is the third and final stage involving coming up with that narrative.

And then really there's a fourth stage, which is handing off the book to, or the manuscript, I should say to a publisher. And it could be a self-independent publishing house or one of the big four publishers or other reputable publishing outfits. And then, that takes it to a whole other level and then promoting the book and so on and so forth.

So there's another time investment that is required on the end of the client. But by then, the excitement has built for actually seeing their story in print and what it's going to look like. Actually not technically in print yet, but having it on paper and then being able to make sure that everything fits all the pieces of the puzzle are there.

[00:25:18] Jeffrey Feldberg: And Bruce, so from you're saying the first draft could be a hundred thousand words, which is tremendous in terms of the volume. When all of a sudden done. And I imagine depending on the book size and the format, the number of pages will vary by you know, typically, and how many pictures you have, but typically how many pages would someone's book be?

[00:25:38] Bruce Shutan: So that's a good question. And one that everyone asks page count is really irrelevant because it can be manipulated by the point size, the type of font, the letting, the white space. There's so many variables involved.

So, page numbers can really vary also with in terms of pictures and other graphics that are included. But they could be, you know, if you're looking at being able to tell a substantial story, I'd say at the low end, about 125 pages. And it can go into several hundred pages. Again, it depends on the scope and the budget of the project, because the average book length is anywhere from about 40,000 words to about 75,000 words, that's the average, but there are other books out there that could be over a hundred thousand and there are others that could be 20,000 or less, which for a more modest sized book that may just be available as an ebook. So it can vary, but that's a lot of narration really when you get right down to it.

So it's a substantial time commitment, but like I said, the heavy lifting is done by the ghostwriter. The client has not too much of a commitment in terms of time.

They really can just sit back and have some wonderful conversations. And it's a cathartic process to that being able to share that with a ghostwriter, it's almost like being on the couch if you will in a therapy session and being able to have the catharsis of getting things off your chest and in the process of trying to document them. So there are some hidden benefits, I think, to going through this exercise.

[00:27:42] Jeffrey Feldberg: And Bruce, I'm sure there's many hidden benefits that come out of this from like your sharing reliving some momentous life events, perhaps talking about things that could have been done differently. Life lessons, the list goes on and on. And I'm wondering if we take the actual person aside. Who the book is being written for by you in this case, can you share with us some stories of family members who have received the book?

What has that been like for them and the types of comments that you're hearing and how perhaps that's changed how they look at the person that the book is written about or how has changed your lives? I'd love to hear that.

[00:28:19] Bruce Shutan: Well, I know I'm going back to my original client. The philanthropist, his whole point was to try to inspire his grandkids and great-grandkids to do well in life to make enough money so that they can actually give back to the world and help in some small way, help repair the world. And there's an old Hebrew saying called Tikkun Olam which literally translates into repairing the world or helping repair the world.

And that is a concept that comes up during the high holy days on the Jewish calendar. From Rosh Hashanah, the Jewish new year to Yom Kippur the day of atonement. And this gentleman was very much involved in Jewish philanthropy. So he wanted to not only encourage the next generations of his family tree to do so that they get repair the world but also know a little bit more about their identity, their religious identity because this concept is very much a part of the religion and the identity of Jews everywhere. And the feedback that he got from his family was phenomenal. They were so inspired and he wanted to also inspire others, total strangers who would find his story compelling and that they would derive inspiration from it. And so in keeping that audience in mind whenever he would, for instance, pepper conversations, with Yiddish words which is part of really a dying language in Eastern Europe essentially a dialect of German.

We would put in parentheses the English translation of those words, bearing in mind that there could be total strangers reading his book, who have no idea what he's talking about, but would derive some real inspiration from how he grew up dirt poor in Montreal, Canada, and ended up a multimillionaire in South Florida.

[00:30:27] Jeffrey Feldberg: Amazing. I just love hearing those kinds of stories. And then as we start to transition the episode, we're going to bump into some times here, but I know that this question has got to be in our listener's mind and I'm sure you get it often. Can you give us a back of the envelope, ballpark, you know, Bruce of cost-wise what this look is?

We'll be looking like it. I'm sure you can go and all the way to the Hilton, just go above and beyond and over the top to all the way to the extreme but is there a range of, you know, what one could expect when.

[00:31:00] Bruce Shutan: Absolutely Jeffrey. That's another good question. And I get it a lot. So there are essentially three buckets of ghostwriters. There are the ones that the low end of the totem pole who I describe as really being part of a ghostwriting mill. And there are a lot of organizations out there where they will over promise and I believe under deliver where they'll get some young people who are, don't have the track record, don't have the maturity, don't have the chops.

And they'll, it's almost like a slave labor situation where they'll promise to crank out someone's life story and maybe. And you get what you pay for that could run anywhere from about $3,500 to maybe $10,000. And we're talking about maybe 30,000 words. So that's pennies on the dollar when you figure a ghostwriter usually monetizes services based on count.

So for instance my rate has long been a dollar, a word. So if I'm cranking out a third, let's say a 30,000 word which is a modest size book. That would be about a $30,000 project. I fall somewhere in the middle. Which would be anywhere from say $15,000 to maybe $50,000 per project. And the 15,000 could be say an e-book that's pretty modest.

It might be 20,000 words or less. And it's not big enough really to justify publishing as a paperback. It's certainly not as a hardcover. And then you've got the third bucket of rockstar ghostwriters who are working with celebrities and politicians and other people, Newsmakers who will make anywhere from seventy-five thousand to usually six figures per project and we're talking about people like Martin Dugard for instance, who has been Bill O'Reilly's ghostwriter on the killing series and to a point where he has it in his contract, that he gets second billing on the book cover. In terms of his byline. So it is all over the map. It really ranges but I would say caveat emptor for those who encounter these book ghostwriter mills that are promising to get them their manuscript quickly and efficiently.

Yes, they may be able to do that. But at what cost, especially when your legacy is on the line, you want to be more thoughtful about who you're going to hire to help tell that narrative.

[00:33:40] Jeffrey Feldberg: I love that. So we have a whole range there and it's, it really sounds like a buyer beware, like in so many other things of just know what you're getting into and nothing's for nothing. So I really appreciate your sharing that. Bruce, we're at the point in the episode where we're going to start wrapping things up and I'd like to do a thought experiment with you and the thought experiment is this.

I'd like you to think about the movie Back to the Future and in the movie, you had a magical DeLorean car that can take you to any point in time. So now imagine it's tomorrow morning and you look outside your window and there it is. The DeLorean car, not only is it there, Bruce, but the door is open waiting for you to hop on in and to go in any point in your life.

Maybe it's Bruce as a young child or a teenager. And you're going to go now to your younger self. And here's a question for you. What are you telling your younger self in terms of life, wisdom or lessons learned or, hey, Bruce do this, but don't do that? What would that be like for you?

[00:34:37] Bruce Shutan: In keeping with self-deprecating humor, Jeffrey, I probably would have gone back to just before I got married for the first time and advise my younger self to really make a choice in a mate based on my head and not my heart. Because that's going to come back to haunt me if I don't put enough thought in it. Especially when you're figuring that at some point you may have children with someone and that it's a decision that you do not want to take lightly. And then career-wise, I probably would advise myself to take more chances, not be so risk averse and just have faith in my abilities and that it kinda think bigger than I did earlier on in my career.

[00:35:27] Jeffrey Feldberg: Terrific advice. And I love your sense of humor on that first one there, and hey, lessons learned all around for that. And I thank you so much for sharing that. And Bruce, I'm going to put this in the show notes. So it'll be point-and-click for our listeners. If someone would like to reach you online, what would be the best place?

[00:35:45] Bruce Shutan: So that would be bruceshutan.com. And that's where they'll find me and they'll learn more about me. I'll have a bio, writing samples, a client list, a blog, and a way to reach me on the website.

[00:36:00] Jeffrey Feldberg: Terrific. And again, for our listeners, we'll put all that in the show notes, so it will be a point, and click can't get any easier than that. Bruce, as we wrap up this episode, a heartfelt thank you for taking part of your day and spending it here with us on The Deep Wealth Podcast and as always, please stay healthy and safe.

[00:36:17] Bruce Shutan: Thank you again, Jeffrey. I really appreciate it. It was such a pleasure.

[00:36:20] Sharon S.: The Deep Wealth Experience was definitely a game-changer for me.

[00:36:23] Lyn M.: This course is one of the best investments you will ever make because you will get an ROI of a hundred times that. Anybody who doesn't go through it will lose millions.

[00:36:33] Kam H.: If you don't have time for this program, you'll never have time for a successful liquidity

[00:36:38] Sharon S.: It was the best value of any business course I've ever taken. The money was very well spent.

[00:36:44] Lyn M.: Compared to when we first began, today I feel better prepared, but in some respects, may be less prepared, not because of the course, but because the course brought to light so many things that I thought we were on top of that we need to fix.

[00:37:00] Kam H.: I 100% believe there's never a great time for a business owner to allocate extra hours into his or her week or day. So it's an investment that will yield results today. I thought I will reap the benefit of this program in three to five years down the road. But as soon as I stepped forward into the program, my mind changed immediately.

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[00:37:33] Lyn M.: The Deep Wealth Experience compared to other programs is the top. What we learned is very practical. Sometimes you learn stuff that it's great to learn, but you never use it. The stuff we learned from Deep Wealth Experience, I believe it's going to benefit us a boatload.

[00:37:46] Kam H.: I've done an executive MBA. I've worked for billion-dollar companies before. I've worked for smaller companies before I started my business. I've been running my business successfully now for getting close to a decade. We're on a growth trajectory. Reflecting back on the Deep Wealth, I knew less than 10% what I know now, maybe close to 1% even.

[00:38:04] Sharon S.: Hands down the best program in which I've ever participated. And we've done a lot of different things over the years. We've been in other mastermind groups, gone to many seminars, workshops, conferences, retreats, read books. This was so different. I haven't had an experience that's anything close to this in all the years that we've been at this.

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[00:38:31] Kam H.: I would highly recommend it to any super busy business owner out there.

Deep Wealth is an accurate name for it. This program leads to deeper wealth and happier wealth, not just deeper wealth. I don't think there's a dollar value that could be associated with such an experience and knowledge that could be applied today and forever.

[00:38:50] Jeffrey Feldberg: Are you leaving millions on the table?

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