I generally invest in companies for one of the following reasons: 1) I know the Founders, or have very close and trusted connections to them. I believe in their ability to execute, and believe them to be genuine, driven, and intelligent. 2) I know the space very well. For example, I backed BrightFunnel based on my experience building and selling a company in the Social Marketing (more broadly Digital Marketing) space. Based on my experience, I look for companies that represent the next wave in their field. 3) I am passionate about the space or the product. This is an area where I have done research, talked to influencers, and watched closely. 4) There is some other reason. Every deal is different, they tend to come to me through various sources, and I wouldn't turn something away just because it doesn't clearly fit one of the above. As an advisor and investor, I tend to be somewhat contrarian. I won't pass up a good mainstream deal, but I tend to look for companies that have a unique advantage or are taking a different approach than their competitors. I backed ShopSeen both because of the Founder and because he personally experienced the problem he was trying to solve as the owner of a small retailer.

I will endeavor to syndicate every deal that I invest in, unless there is a restriction preventing me from doing so.