Broaden relatability

In an environment where a crucial initial test of 'can we work together' applies,  where we naturally invest in products and people we relate to,

if we can broaden who and where we relate, we widen the pool for investments.

The widest pool of businesses offers you the most profitable investments.


In a University of Santa Barbara study, business plans were switched male or female names.

Under the female name the same plan was rated less competent and received less (hypothetical) investment

When the business plan was

highly innovative, this

bucked gender stereotypes

of women being less bold and risk loving.

The solution ... investors and founders can both 'lean in'.

Rewire thinking for smarter investments


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© 2019  Amy Newton