Paige Finn DohertyFounding Partner, Behind Genius · Founding Partner at Behind Genius Ventures

vital criteria that I look for when evaluating startups

29 Jul 2023 · 1 min

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In this segment, the speaker—an evaluator at BGV—explains a key criterion they use when assessing startups: the founder’s or business’s ability to craft a conversational, digital‑first brand story, which they term an “eclectic fiction.” This storytelling approach is demonstrated through short‑form video content (especially TikTok) and meme culture, signaling a willingness to be self‑deprecating and not overly serious. The speaker cites Duolingo’s mascot-driven TikToks and Morning Brew’s meme‑laden communications as prime examples. They also note that a post‑capitalist, nihilistic tone that pokes fun at the brand resonates strongly with Gen Z audiences, making such narrative tactics a valuable indicator of a startup’s cultural relevance and market fit.

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So when BGV is evaluating startups, one of the criteria that I look for is the ability of the business or the founder to tell its story in a conversational, digital-first way. I think of this as the business's, what I call, an eclectic fiction. It can be actualized in a variety of different ways. For example, making funny TikToks. I think short-form video is highly effective, and memes, my favorite. They indicate a business's willingness to not take itself too seriously. Great examples of this would be Duolingo with their mascot, and also Morning Brew. And there's sort of interesting, like, post-capitalistic nihilism to brands poking fun of themselves that tends to resonate with the mindset of Gen Z.