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“You’re looking for somebody to put in an effort. I’m not a bank. I’m not here to do transactions. Instead, I’m here to build relationships. I’m not big on building relationships through transactional engagement. 

The mistake that a lot of first time founders make is that instead of trying to build a relationship they’re trying to accomplish a goal. I don’t think that’s the right path, at least not for me. It might be for some investors. 

I think as you go later on it’s still about relationships but you have more data to talk about. I think at this point, at the early stage of the company, you’re never going to prove something so it’s about building the relationship. It’s about building trust and you have to do that in a very small amount of time and in an intense way. So if a founder is unable to strike that interest right of the bat then they’ve probably lost that interest. 

So the answer isn’t a specific answer and that’s the key. There’s no script. You have to win. You have to catch somebody’s attention. You have to stop them in their tracks. So what’s going to do that? A fantastically funny email, a fantastically impressive email, a fantastically beautiful email and beautiful probably involves a product shot or a link that you click and go ‘Holy! I’ve got to stop what I’m doing and pay attention that.’

Be great. That’s the answer. Whatever it is that you’re going to put forth as your skill, and some people aren’t funny, some people aren’t poetic, so if that’s not your thing don’t focus on that. If that is, and that’s your strength, then that’s where you should focus the email or the pitch. If it’s a product that you build that’s beautiful and is ready to show off, show it off. Don’t make somebody hunt for it. I think that’s the most important.” 

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