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David Aaker – Don’t Let Tax Savings Drive Your Investment Decisions
17th June 2022 • My Worst Investment Ever Podcast • Andrew Stotz
00:00:00 00:17:52

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BIO: David Aaker, sometimes called the Father of Modern Branding, is the author of 18 books on branding and related topics. He is the vice-chair of Prophet, a global branding, growth, and transformation consultancy.

STORY: David was an advisor to a software company acquired by Microsoft in the 80s. He had stock in the company but decided to sell it to save on taxes. The stock would now be worth millions of dollars.

LEARNING: Don’t let saving taxes drive your investment decisions. Keep your money in the market for as long as possible.

 

“Don’t sell your stocks to save on taxes.”
David Aaker

 

Guest profile

David Aaker, sometimes called the Father of Modern Branding, is the author of 18 books on branding and related topics. The last three are Aaker on Branding, Creating Signature Stories, and Owning Game-Changing Subcategories. He is the vice-chair of Prophet, a global branding, growth, and transformation consultancy.

Worst investment ever

David was an advisor to a software company that was a competitor to Windows in the 80s. The company was better than Windows but couldn’t get any of the big computer companies to adopt it. And so they sold to Microsoft. David had stock in this company that he wanted to keep for his daughters. He later decided to sell his stocks to avoid income tax. Had David kept the stocks, his daughter would have millions of dollars today.

Lessons learned

  • Don’t let saving taxes drive your investment decisions.

Andrew’s takeaways

  • The real long game in building a portfolio is letting time work its magic. So keep your money in the market for as long as possible.

No.1 goal for the next 12 months

David’s goal for the next 12 months is to help people understand how to build brand assets and emphasize structures and financials in their strategic thinking.

Parting words

 

“People should manage their charitable giving portfolio as they do their stock portfolio.”
David Aaker

 

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