Investors seek “alpha”.
Alpha is the measure of investment performance over a benchmark.
If your portfolio earned 11% and the benchmark (e.g. S&P 500, MSCI world, PSE All-Shares Index) earned 10%, your portfolio has an alpha of +1. If your portfolio return is 9% and the benchmark return is 10%, your portfolio has an alpha of -1.
If your portfolio has a negative alpha, it might have been better (and cheaper) if you just invested in a portfolio that tracks the benchmark.
This is probably why a very popular investment website is named Seeking Alpha.