Persona P5 · Family office
Discretion by default. Deal-flow aware. Never auto-posting.
Single-family office principals and multi-family office investment directors do not "want to be on LinkedIn"; they want a quiet, signal-rich profile that drives off-market deal-flow without naming a single underlying holding. A senior TTPA runs a discretion-default cadence, lints every draft against your privacy redline list, and ships nothing without CIO, GC, and principal’s-office sign-off.
Six pains we hear on every family-office discovery call.
Two rows are family-office-specific (discretion-vs-deal-flow, long-tail trade-press); four are generic to procurement-led buyers. Each reframe names the operational control a TTPA actually exercises, with named reviewers and dated audit trails.
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Cat 19.F · Discretion vs deal-flow
1. Your principal does not want to "be on LinkedIn"; they want a quiet, signal-rich profile that drives off-market deal-flow without naming a single underlying holding.
TTPA defaults to a discretion-first profile: thematic content (sector calls, governance posts, succession topics) only; never a name-and-deal pairing; private-by-default DM handling.
Discretion-default config at /how-it-works/ + /security/ C5 (least-privilege).
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Cat 5 · Multi-stakeholder approval
2. Your CIO, your general counsel, and the principal's own private secretary all want a sign-off before any post.
TTPA Discovery models the three-reviewer chain at intake; CIO → GC → principal's office in sequence. Quorum on request for non-investment posts (philanthropy, succession-planning thought-leadership).
Approval-workflow FSM at /how-it-works/ + at /comparison/cleverly-alternative/ §3.
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Cat 6 · Voice drift
3. Your last contractor wrote in a tone that read either "private-bank brochure" or "podcast bro"; neither survives the principal's own newsletter test.
Tone radar matches every draft against your last 25 posts and a principal-curated reference set; the calibration target is "considered, dry, signal-rich", not LinkedIn-default.
Tone radar wired in the Discovery binary; visualised at /comparison/phantombuster-alternative/ §3.
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Cat 16 · Privacy + reputational risk
4. A wrong post gets your family name into a publication you have spent twenty years staying out of.
Lint-rules DSL forbids family-flagged trigger words (family-name, holding-company-name, beneficial-owner-name, geographic-tells). Crisis-freeze halts publishing in under 60 seconds across all platforms.
Lint-rules + crisis-freeze documented in the Discovery binary; surfaced at /security/ C7 + C9.
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Cat 18.F · Long-tail trade-press cluster
5. The publications that drive your deal-flow are small and signal-rich, not LinkedIn-mainstream. Sales Navigator default-search rules will not find them.
Tier 3 includes a curated long-tail trade-press list (family-office trade press + governance press + alts-press); SN saved-search sweeps target those audiences specifically. The Lead TTPA refreshes the list quarterly.
Long-tail audience cluster at /services/audience/ + Targeting Doc §3 row 5.
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Cat 8 · Procurement-grade evidence
6. Your GC asks for a DPA, a subprocessor list, and a named-control matrix before any vendor onboarding; the bar is higher than corporate procurement.
All three live publicly: /legal/dpa/ (12 clauses, 4 Annexes), /legal/subprocessors/ (5 named, 30-day notice), /security/ (13 controls C1-C13). NDA at /legal/nda/. Onboarding cycle in days.
13-control matrix at /security/; DPA at /legal/dpa/; NDA at /legal/nda/.
Deal-flow-aware audience bands.
Family-office deal-flow is small-audience and high-signal. Tier 3 segments your reach into four bands (core trade press, adjacent alts-press, succession long-form, and a private peer network) and calibrates cadence to each band’s tolerance for visibility.
| Band | Audience | TTPA cadence |
|---|---|---|
| Core | Family-office trade press + governance commentariat | 2 short-form / month + 1 long-form / quarter; sector-call thematic; never name-and-deal |
| Adjacent | Alts-press (private-credit, secondaries, real assets) | 1 short-form / month; thematic only; principal-OK before publishing |
| Tail | Succession + governance long-form publications | 1 long-form / 6 months; principal-byline; ghost-written but principal-reviewed at sentence level |
| Network | Peer-principal cluster (closed group, opt-in) | Curated SN saved-search; 1st-connection only after a real-world meeting; never InMail |
Audience bands are revisited quarterly with the principal’s office. The peer-network band is opt-in and never automated.
What the principal’s-office memo can promise.
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Discretion-by-default profile
No family-name + holding pairings ever shipped; lint-rules enforce this at the draft level, before the reviewer chain.
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4-6 long-form thought-leadership posts / year
Calibrated to the four bands above; principal-reviewed at sentence level; never recycled.
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Private DPA + NDA + subprocessor list before draft #1
GC does not need to ask; full bundle at /legal/. Principal's office gets a counter-NDA on request.