CHAPTER II

You Are the CEO

You Are the CEO

What is the role of the investor?

What is the role of the investor?

By

Carlo Rossi

Imagine buying a restaurant and arriving on its first morning determined to make it successful. You walk past the office, put on an apron and begin teaching yourself to cook. Yet, no one has chosen the concept, hired the right people, negotiated with suppliers, controlled the costs or decided how performance will be measured. You are working hard. But you are neglecting the job that only the owner can perform.

 

This is how we approach investing. We put on the apron.

 

Once we realise we are competing in financial markets, we reach for an obvious conclusion: we need to read about finance, follow markets more closely, learn how to analyse companies or evaluate fund managers. That conclusion shapes how we approach investing thereafter.

 

The assumption feels straightforward, almost unavoidable. Investing is technical; therefore, the capital competition, like the labour competition, should reward technical expertise. And if that is the case, then going deeper into its mechanics should improve our ability to compete.

 

But does it?

 

While the labour competition is about how well you deploy your labour, the capital competition is about how well you deploy your capital. It is less like being a chef, and more like running a restaurant with your savings as its capital. The question is how well you organise, direct, and oversee that business.

 

In that sense, investing is a managerial job before it is a technical one. You are the CEO of your own capital. And like any CEO, success does not depend on doing every job yourself, but on building the right team and making the right decisions.

 

In the labour competition, the chef with the better cooking skills wins. In the capital competition, the winner is the one who uses their capital most effectively to build the better restaurant. These are different roles: the chef makes the technical decisions; the CEO makes the managerial ones.

 

Would learning to cook help? Yes, if it helps you understand the industry, which is part of any CEO's job. But if you learned to cook in order to be the chef, your skills would have to match a professional's. And even then you would still have to be the CEO: you, the owner, would be making the decision to hire you, the chef.

 

The success of the restaurant does not depend on whether the CEO can cook, but on the quality of the decisions: which concept to choose, which chef to hire, how to structure the business, and how to monitor performance.

 

The cooking happens in the kitchen. The decisions that shape the restaurant happen in the CEO's office.

 

The capital competition works in the same way. Your savings are not deployed in the restaurant business, but in financial markets. These markets are the industry in which you compete as CEO, not as chef. The financial professionals you engage bring the technical expertise. It is not your role to provide it.

 

Your role is to make the decisions that cannot be delegated: what strategy to pursue, whom to hire, how to assess performance, and how to align incentives. These are not technical questions. They are managerial ones.

 

Consider how a CEO makes purchasing decisions. No CEO asks a supplier which product to buy, or in what quantity. The supplier has a clear conflict of interest: it will recommend its own products, in greater quantity, and at higher specifications than necessary. Nor would a CEO then tell that supplier, "charge me whatever you want, I have no way of verifying it." That would be a blank cheque, and nobody writes one. Instead, companies build procurement functions whose sole responsibility is to act in the firm's interest. They are paid entirely by the company, and their decisions are protected from supplier influence.

 

And yet, in investing, these basic principles are routinely ignored. When investors ask private bankers for advice, they are asking a supplier to recommend what they should buy. When they invest in products whose pricing they cannot observe or verify, such as structured products, they are issuing a blank cheque. These are mistakes they would never tolerate in any other context. They are not technical mistakes, but managerial ones.

 

This realisation should shift the focus from markets to management. Are the people who help you staff or suppliers? How are they incentivised, and how much are you paying them? What can be delegated, and what cannot? These are the questions a CEO asks. They are the ones you should be asking.

 

You do not need to become a chef. You need to recognise that you are the CEO of your own capital.

Imagine buying a restaurant and arriving on its first morning determined to make it successful. You walk past the office, put on an apron and begin teaching yourself to cook. Yet, no one has chosen the concept, hired the right people, negotiated with suppliers, controlled the costs or decided how performance will be measured. You are working hard. But you are neglecting the job that only the owner can perform.

 

This is how we approach investing. We put on the apron.

 

Once we realise we are competing in financial markets, we reach for an obvious conclusion: we need to read about finance, follow markets more closely, learn how to analyse companies or evaluate fund managers. That conclusion shapes how we approach investing thereafter.

 

The assumption feels straightforward, almost unavoidable. Investing is technical; therefore, the capital competition, like the labour competition, should reward technical expertise. And if that is the case, then going deeper into its mechanics should improve our ability to compete.

 

But does it?

 

While the labour competition is about how well you deploy your labour, the capital competition is about how well you deploy your capital. It is less like being a chef, and more like running a restaurant with your savings as its capital. The question is how well you organise, direct, and oversee that business.

 

In that sense, investing is a managerial job before it is a technical one. You are the CEO of your own capital. And like any CEO, success does not depend on doing every job yourself, but on building the right team and making the right decisions.

 

In the labour competition, the chef with the better cooking skills wins. In the capital competition, the winner is the one who uses their capital most effectively to build the better restaurant. These are different roles: the chef makes the technical decisions; the CEO makes the managerial ones.

 

Would learning to cook help? Yes, if it helps you understand the industry, which is part of any CEO's job. But if you learned to cook in order to be the chef, your skills would have to match a professional's. And even then you would still have to be the CEO: you, the owner, would be making the decision to hire you, the chef.

 

The success of the restaurant does not depend on whether the CEO can cook, but on the quality of the decisions: which concept to choose, which chef to hire, how to structure the business, and how to monitor performance.

 

The cooking happens in the kitchen. The decisions that shape the restaurant happen in the CEO's office.

 

The capital competition works in the same way. Your savings are not deployed in the restaurant business, but in financial markets. These markets are the industry in which you compete as CEO, not as chef. The financial professionals you engage bring the technical expertise. It is not your role to provide it.

 

Your role is to make the decisions that cannot be delegated: what strategy to pursue, whom to hire, how to assess performance, and how to align incentives. These are not technical questions. They are managerial ones.

 

Consider how a CEO makes purchasing decisions. No CEO asks a supplier which product to buy, or in what quantity. The supplier has a clear conflict of interest: it will recommend its own products, in greater quantity, and at higher specifications than necessary. Nor would a CEO then tell that supplier, "charge me whatever you want, I have no way of verifying it." That would be a blank cheque, and nobody writes one. Instead, companies build procurement functions whose sole responsibility is to act in the firm's interest. They are paid entirely by the company, and their decisions are protected from supplier influence.

 

And yet, in investing, these basic principles are routinely ignored. When investors ask private bankers for advice, they are asking a supplier to recommend what they should buy. When they invest in products whose pricing they cannot observe or verify, such as structured products, they are issuing a blank cheque. These are mistakes they would never tolerate in any other context. They are not technical mistakes, but managerial ones.

 

This realisation should shift the focus from markets to management. Are the people who help you staff or suppliers? How are they incentivised, and how much are you paying them? What can be delegated, and what cannot? These are the questions a CEO asks. They are the ones you should be asking.

 

You do not need to become a chef. You need to recognise that you are the CEO of your own capital.

Imagine buying a restaurant and arriving on its first morning determined to make it successful. You walk past the office, put on an apron and begin teaching yourself to cook. Yet, no one has chosen the concept, hired the right people, negotiated with suppliers, controlled the costs or decided how performance will be measured. You are working hard. But you are neglecting the job that only the owner can perform.

 

This is how we approach investing. We put on the apron.

 

Once we realise we are competing in financial markets, we reach for an obvious conclusion: we need to read about finance, follow markets more closely, learn how to analyse companies or evaluate fund managers. That conclusion shapes how we approach investing thereafter.

 

The assumption feels straightforward, almost unavoidable. Investing is technical; therefore, the capital competition, like the labour competition, should reward technical expertise. And if that is the case, then going deeper into its mechanics should improve our ability to compete.

 

But does it?

 

While the labour competition is about how well you deploy your labour, the capital competition is about how well you deploy your capital. It is less like being a chef, and more like running a restaurant with your savings as its capital. The question is how well you organise, direct, and oversee that business.

 

In that sense, investing is a managerial job before it is a technical one. You are the CEO of your own capital. And like any CEO, success does not depend on doing every job yourself, but on building the right team and making the right decisions.

 

In the labour competition, the chef with the better cooking skills wins. In the capital competition, the winner is the one who uses their capital most effectively to build the better restaurant. These are different roles: the chef makes the technical decisions; the CEO makes the managerial ones.

 

Would learning to cook help? Yes, if it helps you understand the industry, which is part of any CEO's job. But if you learned to cook in order to be the chef, your skills would have to match a professional's. And even then you would still have to be the CEO: you, the owner, would be making the decision to hire you, the chef.

 

The success of the restaurant does not depend on whether the CEO can cook, but on the quality of the decisions: which concept to choose, which chef to hire, how to structure the business, and how to monitor performance.

 

The cooking happens in the kitchen. The decisions that shape the restaurant happen in the CEO's office.

 

The capital competition works in the same way. Your savings are not deployed in the restaurant business, but in financial markets. These markets are the industry in which you compete as CEO, not as chef. The financial professionals you engage bring the technical expertise. It is not your role to provide it.

 

Your role is to make the decisions that cannot be delegated: what strategy to pursue, whom to hire, how to assess performance, and how to align incentives. These are not technical questions. They are managerial ones.

 

Consider how a CEO makes purchasing decisions. No CEO asks a supplier which product to buy, or in what quantity. The supplier has a clear conflict of interest: it will recommend its own products, in greater quantity, and at higher specifications than necessary. Nor would a CEO then tell that supplier, "charge me whatever you want, I have no way of verifying it." That would be a blank cheque, and nobody writes one. Instead, companies build procurement functions whose sole responsibility is to act in the firm's interest. They are paid entirely by the company, and their decisions are protected from supplier influence.

 

And yet, in investing, these basic principles are routinely ignored. When investors ask private bankers for advice, they are asking a supplier to recommend what they should buy. When they invest in products whose pricing they cannot observe or verify, such as structured products, they are issuing a blank cheque. These are mistakes they would never tolerate in any other context. They are not technical mistakes, but managerial ones.

 

This realisation should shift the focus from markets to management. Are the people who help you staff or suppliers? How are they incentivised, and how much are you paying them? What can be delegated, and what cannot? These are the questions a CEO asks. They are the ones you should be asking.

 

You do not need to become a chef. You need to recognise that you are the CEO of your own capital.

© 2026 Carlo Rossi. All rights reserved.