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

What are Ann Bordetsky's three main decision frameworks in evaluating companies?

8 Jan 2023 · 1 min

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In this interview excerpt, Ann Bordetsky outlines her three primary decision frameworks for assessing potential investment opportunities across consumer, SaaS, fintech, and marketplace sectors. She emphasizes the importance of identifying a truly differentiated product—a 'moment of magic' that delivers fundamentally greater utility to users—rather than relying on incremental innovations, which she views as rarely leading to disruptive breakthroughs.

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How do you think about evaluating companies that you're interested in investing in? Yeah. What are kind of like your, I would say your 3 main decision frameworks? So I would say, you know, broadly speaking, you know, whether it's consumer or SaaS, right? Consumer SaaS, you know, fintech marketplaces, right? I think this is true across any of those categories. I'm looking for a truly differentiated product. A product that has kind of a moment of magic in it that really feels fundamentally better or brings fundamentally more utility to the user than what they've experienced before. There's a lot of incremental innovation that we see from startups. And, you know, but I think it's rare to kind of start from something incremental and build your way into something that feels very disruptive.