What founders should understand more about investors and the experience they go through

Both founders and investors have a drive to be part of something that is incredibly successful, and that comes with high octane emotions. Reynolds says lead investors put themselves out there just like founders do, as they stake their reputation to your success. Angel investors also have skin in the game, as they are investing their own hard-earned coin, so the personal attachment is arguably even greater than for those who act for a VC fund. The buy-in from investors is emotional, as well as financial.

Good investors are acutely aware that looking after the planet and people is simply part of creating a sustainable, profitable, exponentially impactful business.