when I originally wrote it, the next email sounded a little too pitchy and I was worried he would delete it as sales spam. As such, I moved my admission of weakness as early as I could get it: Hey Scott, I run a startup trying to make advertising more playful and ultimately effective (vision). We're having a load of trouble figuring out how all the

Hey Tim, thanks so much for taking the time. As I mentioned in the email, we’re trying to make it easier for universities to spin out student businesses (vision) and aren’t exactly sure how it all works yet (framing & weakness). Tom (authority) connected us because you have pretty unique insight into what's going on behind the curtain and could

Third, I set the tone that monthly updates are something I like to see before I give the founder my money. Life is one giant test, and interacting with investors is one of those tests. Seeing a person execute on their plan over time is the best way to decide if you should invest.

Hey Scott, I run a startup trying to make advertising more playful and ultimately effective (vision). We're having a load of trouble figuring out how all the pieces of the industry fit together and where we can best fit into it (weakness). You know more about this industry than anyone and could really save us from a ton of mistakes (pedestal). We’r