BlackRock CEO Larry Fink published an annual letter that’s gaining popularity like Warren Buffet’s letters. The letter is a good example for students to analyze for its organization, persuasive strategies, lack of visuals, and evidence.

Fink’s letter is long, and the audience is stated as BlackRock investors. But of course, he has broader ambitions, which are realized as we see the extensive media coverage. He wants to attract investors to BlackRock, but he also wants to change policy and company practices to fund retirement.

Fink explains “energy pragmatism” and “energy security,” giving up on the environmental, social, and governance (ESG) language that first was embraced and then drew cries of “wokeism.” Instead, he focuses on retirement as a broader, more acceptable crisis: an aging population with not enough saved. Fink also quit the threatening approach for CEOs to disclose more about their practices.

The main message of the letter is clear: “We focus a tremendous amount of energy on helping people live longer lives. But not even a fraction of that effort is spent helping people afford those extra years.” Fink argues that people are woefully unprepared for retirement. From a business communication perspective, the letter takes a while to get to the main point. Fink starts with emotional appeal, describing how his parents invested throughout their lives. This could be more effective if their behavior shaped his own thinking, but he admits that he had been at BlackRock for 25 years before discovering their surprisingly large nest egg. Still, the family connection feels relevant to his point.

In addition to the hidden main point, the letter could be better organized to reflect his recommendations. A class assignment could ask students to provide a bulleted list (which The New York Times summarized).

With only one confusing visual, shown here, the letter is meant to be read—as a letter. This genre seems particular to a few high-profile investment managers. The extensive footnotes are important to support Fink’s points but make this an unusual example for business communicators. It’s not quite the letter we see to introduce a company’s annual report. We might call it something like a personal report for the use of “I,” family stories, and observations plus citations and recommendations.