Description
When a VC is able to connect with a founder on the level of values, they form a deeper understanding. Based on this understanding, it is much easier to do business together. For example, a company may have foundational moral values like diversity, mission, or environmental sustainability. A VC may communicate that they care about the same things. Like other intangible characteristics, a commitment to these values is best demonstrated through actions and prior public statements rather than passing private words.