Finding investors who share your values
Why values alignment matters more than valuation, and how to identify partners who will support your long-term vision.
Every founder wants a high valuation, but the best founders know that valuation is just one variable in a complex equation. The wrong investor at the right valuation can destroy more value than they create. Here's how to find partners who truly align with your vision.
Start by understanding your own values. What trade-offs are you willing to make? How do you think about growth vs. profitability? What's your relationship to risk? What kind of company culture do you want to build? If you can't articulate your values clearly, you can't evaluate whether investors share them.
Next, do your diligence on potential investors. Speak with founders they've backed—not just the successes, but especially the struggles. How did the investor behave when things got hard? Did they provide support or apply pressure? Were they patient or pushy? References from challenging situations reveal character.
Pay attention to behavior during the fundraising process. Investors who are difficult to work with before they've given you money will be even more difficult afterward. Note how they communicate, how quickly they respond, whether they respect your time, and how they treat your team.
Ask direct questions in partner meetings. What's your typical holding period? How do you handle situations where the company needs more time than expected? What role do you like to play on boards? How have you handled disagreements with founders? Good investors will answer these questions openly.
Be wary of investors who focus exclusively on financial engineering—complex terms, liquidation preferences, ratchets, and participating preferred. While some structure is normal, excessive complexity often signals misaligned incentives.
Finally, trust your gut. Investor relationships often last a decade or more. If something feels off during courtship, it will probably feel worse during the marriage. It's better to keep fundraising than to accept a partner you'll regret.
The founders in our network who are happiest with their investors chose them for alignment, not just capital. That choice has paid dividends in support during tough times, access to valuable networks, and the freedom to build companies that reflect their values.