By articulating clear specific objectives, fund management companies should be more inclined to offer reasonable and achievable goals. This should in turn draw some of the current, relentless debate on fees away from purely price and towards value for money. It will also enable active fund managers to demonstrate their worth relative to passive investing. Consumers are prepared to pay for outcomes, and I suspect the higher degree of certainty will facilitate the ability to charge a higher price. In delivering clearly articulated objectives, fund managers will engender greater trust in and loyalty from investors, as well as more sustainable businesses. All of these are desirable in a world where investors need all the help they can get. Articulating Clear, Specific Fund Objectives: Asset managers must work harder to help clients understand the objectives of their funds.