It seems like as founders, CEOs, and business leaders, we are always trying to find funding that fits. We’re constantly looking at our capital strategy, the investors on our cap table, what we need in the future, and how we’re going to invest in our business. 

Knowing your investors—what drives them, how they think, and what their investors want—is critical for business success. I think of all the VCs and private equity firms I’ve spoken to, raised from, and worked with over the years. One of the most important things I always tell CEOs and founders is to understand the underlying fund dynamics of the investor coming in. That VC or private equity investor is a general partner, and they have limited partners behind them. 

What do those limited partners want? How is that driving the investment the general partner is making from their fund? I also think a lot about family offices. One time, we were pitching to a family office based in Liverpool. The CEO and I were there, sharing the vision, and there was almost no response. But the moment the CEO started talking about revenue, growth, and the underlying dynamics of the business, their eyes lit up. 

You see what really captures their interest. I’ve just come back from a trip to the US and Canada, where I was in New York, Toronto, and Miami, speaking to a variety of investors—both in my business and others. Whether they come from family offices, private equity, public markets, or are ultra-high-net-worth individuals, their perspectives are very, very different. 

If you want to secure investment, you need to deeply understand your investor audience: what motivates them and what drives them.