What's in a Name?

What’s In a Name?

 August 14, 2012

I heard a song the other day by country music star Dierks Bentley called, “My Last Name”. The song is about having generations of a family carry on a lasting legacy of having a “good name”.

It is important in our industry to establish and maintain a “good name”, and I realized that we probably haven’t done a very good job of explaining the name “Deacon Wealth Management”, and what it means to us.

Our name is derived from the noble qualities of my retriever, Deacon. He is a handsome dog that lives to hunt and carry on a strong hunting tradition, while at the same time winning hearts in our home. He has never met a stranger and does not have a mean bone in his body. New people and animals are simply “friends he hasn’t met yet”. He has many qualities that we intentionally seek in our friends, clients, and associates.

It’s nice to know that little backdrop. But, the name Deacon Wealth Management also embodies a deeper meaning. We believe that we and our clients are stewards of financial capital, rather than owners of financial capital. Having and/or using financial assets is not an “end”. Financial assets are tools that we use in an attempt to live to our highest potential to achieve our ultimate goals.

In fact, if you asked almost every client of our firm, we believe that they would tell you that they would like for their assets to outlive them and be passed along to another generation.

This “passing along” concept is the definition of stewardship, taking care of assets in the most prudent way possible to promote their long term welfare and sustainability. Deacons are usually chosen in a church setting to “steward” the assets of church property, to promote a lasting legacy of an institution. So, it has struck me that our name not only stands for the noble qualities of someone that we know well, but it also embodies our long term view for handling the financial affairs of our clients to stretch through generations.

If you like the concept of trying to be a good steward of your assets, please give us a call and ask to see a demonstration of our work in action.

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