Aspirational Investing

Michael

Conventional wisdom in the financial sector suggests a compromise exists between above-market returns and impact. We aspire for more. In this series, we speak to fiduciaries at the vanguard, who refuse to compromise between these two objectives, innovatively pursuing top-quartile performance inclusive of their unique missions.  

E008 | William Heard

This episode of Aspirational Investing, hosted by Jonathan Goldberg, Chairman of the Investment Committee at Crewcial Partners, examines how long-term investment results are built through preparation, structure, and behavioral discipline rather than prediction or constant action.

Today’s guest, William Heard, Founder, CEO, and CIO of Heard Capital, lays out an approach centered on deep domain expertise, clear definitions of what can and cannot be known, and rigorous documentation before the first dollar is deployed.

 

Jonathan Goldberg, Chair of the Investment Committee of Crewcial Partners | Published December, 2025

Insights

Thinking Differently Requires Acting Differently

Heard is explicit that independent outcomes require independent processes. He does not run screens, by design. Instead, he focuses deeply on a limited number of sectors, believing that sustained domain expertise allows knowledge to compound over time. This approach is not about efficiency in idea generation, but about depth, recall, and judgment when it matters most. By narrowing this focus, Heard aims to understand businesses, industries, and management teams well enough to distinguish noise from material changes.

Knowing What You Cannot Know Is Part of the Process

Heard stresses the importance of separating what can be quantified from what will never be known. Time spent chasing unknowable variables is not only unproductive; it can lead to impaired decision-making and capital loss. This discipline creates a framework where new information can be evaluated against clearly defined assumptions, rather than emotional reactions to price movement or headlines.

Conviction Is Built Before Capital Is Deployed

Conviction, as described by Heard, is not something developed after a position is initiated. It is built beforehand through extensive preparation, debate, and documentation. Investment theses are written down, challenged internally, and stress-tested before any capital is allocated. Initial position sizes reflect this process. Capital is deployed only once risk/reward is clearly understood and assumptions are explicitly stated. This allows future decisions to be grounded in evidence rather than hindsight.

Documentation Is a Behavioral Advantage

Heard repeatedly highlights the role of written records in improving decision-making. Public Information Books (or PIBs, an internal archive of public company information), internal notes, and living documents create an institutional memory that can be revisited when positions move against expectations. This record-keeping allows the team to trace how conclusions were reached, what was known at the time, and whether new information is/was truly incremental or simply distracting. Writing things down reduces reliance on memory and helps counter confirmation bias.

Disagreement Is a Feature, Not a Flaw

Within Heard Capital, disagreement is encouraged. Team members are expected to challenge assumptions and present opposing views. This structure forces a full examination of both the strengths and weaknesses of an investment before capital is at risk. Heard views this internal tension as essential to better outcomes; learning from people who disagree is a way to strengthen thinking rather than undermine it.

Management Quality Is Evaluated Through Actions, Not Narratives

Heard discusses the importance of the "say-to-do" ratio when assessing management teams; what executives say, what they prioritize, and what they actually execute are compared over time. By tracking consistency between stated goals and observed actions, and by comparing management behavior across peers, Heard seeks to identify leadership teams that remain focused on controllable outcomes rather than reactive storytelling.

Long-Term Investing Requires Alignment With Partners

Long-term investing, as defined by Heard, depends not only on holding periods but on shared expectations with capital partners. Early conversations focus on defining what "long term" means during periods of underperformance, drawdowns, or extended periods of inactivity; clear communication, transparency around mistakes, and data-driven explanations are essential to maintaining trust during uncomfortable periods.

Mistakes Are Studied, Not Ignored

Heard emphasizes that mistakes are documented and analyzed through formal post-mortems. The objective is not to move on quickly, but to understand the behavioral, analytical, or structural reasons behind an error and to build guardrails to prevent repetition. Sell discipline, in particular, is described as both mechanical and judgment-based, with frameworks designed to quantify the capital preserved by difficult decisions.

Core Takeaways

  • Independent outcomes require independent processes. Thinking differently is not enough if behavior does not change.
  • Clarity around uncertainty matters. Knowing what cannot be known is as important as knowing what can be measured.
  • Conviction is earned before investment, not after. Preparation precedes capital deployment.
  • Writing things down improves judgment. Documentation strengthens accountability and reduces behavioral errors.
  • Disagreement strengthens decisions. Challenging assumptions leads to better risk assessment.
  • Management quality is observable. What leaders do over time matters more than what they say in the moment.
  • Long-term investing is relational. Alignment and communication with partners are essential during difficult periods.
  • Mistakes are inputs, not endpoints. Studying failure is part of protecting capital over time.

Long-term investing is not passive, easy, or reactive. It is deliberate work, done in advance, and reinforced by structure: narrowing opportunity sets to build durable knowledge, writing out and reviewing investment theses to reduce behavioral error, and maintaining discipline when price action diverges from fundamentals. The core idea is simple but demanding: durable outcomes come from clarity, patience, and the willingness to stay aligned with a process when markets test conviction.



Notes & REFERENCES
  1. Permanent capital is an investment structure without fixed timeframes, unlike traditional private equity funds, which require selling assets within set lifecycles. This flexibility allows investors to hold onto assets as long as they find it beneficial, avoiding forced sales regardless of market conditions. By removing these time constraints, permanent capital fosters more strategic, uninterrupted partnerships, focusing on long-term growth rather than the pressure of achieving short-term gains.

 

DISCLAIMER

This podcast is for informational purposes only and does not constitute financial, legal, or investment advice. The opinions expressed are those of the speakers and do not necessarily reflect the views of Crewcial Partners LLC. Listeners should consult with a qualified financial advisor before making any investment decisions. Past performance is not indicative of future results, and all investments involve risk.

 

What were some of the main successes of Crewcial Partners last year?

Summary: Most importantly, we maintained our long-term posture through an unfriendly market. Markets have a way of overreacting to events; however, our clients stayed on track and kept their public equity exposure at high levels. Our process ensured we never faced liquidity challenges or any issue that demanded we act in a short-term matter.

Lesson: A long-term bias works but requires discipline, diversification, and an understanding of expectations. Fundamentals and valuation—the price you pay for something— ultimately matters. Crises and difficult times have winners and losers. The winners are ultimately those with the strongest balance sheets, best business strategies, and the most capable manager teams; they win over the longer term because they're better than their competition.

What are your thoughts on sizing in the current environment?

Summary: It can seem contrary to human nature at times; the stuff that does well, you want to see become a bigger and bigger part of the portfolio.  However, you should be adding money to managers that have struggled but are poised to rebound, keeping in mind your longer-term return profile. Sizing is important and depends on a deep understanding of diversification and manager volatility profiles.

Lesson: Take advantage of the natural cyclicality within markets, selling at the peaks and buying the bottom is the way to long-term sustainable success. Be proactive when managers have a great year. When Crewcial has a manager that's up 100%, we ensure that we trim back 25-50% so the capital is ready to redeploy into out-of-favor managers with even stronger future prospects.

What are some of the areas that could be improved from 2023?

Summary: We are still trying to wrap our heads around the way markets are actually functioning; the gap between price and fundamental value seems as if it's become unbounded. This creates a problem of balance. If you're constructing a diversified portfolio, one of your underlying assumptions is that it will moderate volatility and some of the short-terms concerns; this should allow you to play offense when things are bad and a little defense when things are really good. But that falls apart if markets are creating high correlations that shouldn't exist between strategies. We’re still learning to better understand which conditions can and will create more of these correlation issues, so that we don't end up constructing portfolios that require truly extraordinary levels of patience to see through.

Lesson: Cultivate a better understanding of correlation among managers.  Thinking about managers based on the way they behave in different market climates is important. Prepare for various environments and build portfolios that are not going to have several seemingly distinct strategies reacting to the same market environment. Diversification is ultimately always your friend.

What are some of the insights you’ve gained from your latest year of travel?

Summary: Being back on the road has been one of the great events of 2023. It’s rewarding to physically sit down with people, whether in Europe, Asia, South America, Africa, or the United States, and really hear what they’re seeing on the ground, what they’re doing in their portfolios, and the real-world implications, because markets aren't necessarily the real world.  Being reminded how different people see the world differently is immensely important as an investor.

Lesson: Preferable options exist outside indexation; opening up to a global perspective broadens one’s ability to consider truly impactful diversification. The goal is to find differentiated thinking wherever it is.  We're not looking for investment managers, we’re looking for thoughtful, engaged people who invest.

What does history tell us for “Magnificent Seven” index funds going forward?

Summary: The index has reached a very high level of valuation concentrated in a group of unbelievably dominant companies.  However, while no one is arguing that Apple is a bad business, there is a price for everything and this price seems too high right now. From the 60s through the 00s, people felt the same about many companies that didn't prove to be very good investments. One way to illustrate this is to look at the top five in late 90s, which included Cisco, Intel, General Electric, Microsoft, and IBM. If we exclude Microsoft from the equation, these are all still pretty powerful businesses but they have not been good stocks to own. It’s the inevitable nature of impermanence. We can almost guarantee ten or 20 years from now, the current names will be around, but they probably won't be the most popular or dominant names in the market.

Lesson: Design portfolios to capture the broader economy; while well-constructed portfolios will always have allocations to bigger names, entire swaths of the economy are growing at a much faster rate than these brand-name businesses and are currently being overlooked by investors. Capture long-term opportunities today cheaply.

What is Crewcial excited about for 2024?

Summary: First, ESG, which has unfortunately become a very controversial subject. However, at the end of the day, it's a powerful risk framework; from our perspective, we need to be able to arm both our clients and our research team and consultants with better information on this subject and approach, as it’s a complicated topic.  We can't make it simple, but we can identify very specific variables at the portfolio company level to transparently consider which managers and portfolios have a higher level of risk around material environmental, social, and governance issues that affect their viability as good investments.

Second, another big change at Crewcial was our formation of an investment committee. We’re doubling down on our approach, allowing talented team members to focus on what they understand best and follow their passions as investors, but we’re now taking those passions and directing them into somewhat of a more formalized process. It's based on tracking, monitoring, and ensuring individuals get the training they need to scale and fully capture the bigger picture to find the best managers, no matter their initial backgrounds upon entering the firm, while pairing complementary skillsets to bring out the team’s full potential.

Lesson: Don’t be afraid to be different while embracing the fundamental rules of finance. Identify the full scope of everyone’s areas of strength and play off each to build a greater whole. Embrace idiosyncrasies and preferences while being open and honest with feedback and assessments. We do not treat our investment team members as analysts, rather as investors cultivating an owner’s mindset. We're trying to find ways to capitalize on differentiated perspectives to ultimately uncover the difference between market price and fundamental value; seeing things differently, and cultivating an environment in which such perspectives can range openly, is a critical element of that.

We don’t just want the usual suspects from the same handful of schools, we want to expand our collective perspective to include more women, ethnically diverse individuals, and people of all persuasions from different parts of the country or with different educational or experiential backgrounds—talented people come in all shapes and sizes. A diverse team of diverse perspectives is intended to capture the overlooked points of view necessary to uncover the next great idea.

TBD

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