In order of importance
We seek disruption
We seek founder led teams who have global plans
We seek simplicity
We seek customer champions
We seek uncompromising customer experiences
As investors and partners we need to make deliberate decisions everyday. We usually spend most of our time saying ‘no’ to potential opportunities. On those few occasions we say ‘yes’ it is the culmination of much analysis coupled with gut intuition.
Our decision making process starts out as a complex process of filtering data, intuition, gut, and bias. We distil everything down to a binary level. From this level we make a determination on the magnitude of disruption. It is then a binary decision, we are wholly in, or we are out.
Once we commit, we are zen like focussed on driving the right outcomes. We work with teams to strip away complexity & simplify. The most difficult and elegant solution is a product stripped down to its singular core value. A two year old with a finger can operate the most successful product in modern history (the iPhone)
We learn so much working at Apple. The most successful products are those that are simple and uncompromising on delivering against the customers expectations around the ‘job to be done’. We encourage any budding entrepreneur to google Professor Clayton Christensen’s theories on Disruption & Innovation (Harvard Business School).