Is the founder focused on a market opportunity, or a way that they want to change and improve our daily lives? It’s the difference between pitching the tool vs. the benefit. The best founders are always focused on the benefit—they’re putting themselves in the shoes of the consumer, instead of just building something because they can.

On how to identify a winning founder: “Great, thoughtful design. Great design tells you if the founder is focused, has good taste, understands the simplicity required to connect with the average consumer, and has a strong, specific point of view on what they’re building. It has always been my barometer. Great design is harder to identify than it sounds, though.”