Set the Table if You Want to Be Served

A portfolio company recently sent us a spreadsheet of 200 investors they wanted introductions to, listed alphabetically. I applaud the comprehensiveness, but the request was ill-formed.

An investor’s most precious resource is time, second only to reputation. Introductions aren’t just an exchange of contact information, they’re a transfer of trust. When I make an introduction, I’m not just sharing an email address, I’m putting my reputation behind it.

That’s why a long, unprioritized list of funds is often a tell. Not of ambition, but of insufficient attention to the request.

If you want excellent service, it is important to SET the table. Here’s how I’d do it:

– Selective: Start with a short list of your highest-priority asks. Show that you’ve thought carefully about who matters most and why. Selectivity signals judgment and undifferentiated lists signal the opposite.

– Explicit: Be clear about ownership. If multiple investors are helping, say who’s doing what. When everyone’s responsible, no one is. When the request is explicit, effort follows.

– Turnkey: Do the prep. Draft emails that are easy to forward and reflect well on both your company and the investor making the introduction. The less cognitive overhead required, the faster things move.

To be clear: I’m happy to make introductions. Founder Collective makes many for the average startup we back, likely more than most funds, owing to our focus on the seed stage. We’re seen as honest brokers and enjoy using that reputation on behalf of our founders.

Beyond the business logic, I genuinely enjoy making connections. Helping founders move faster and introducing trusted colleagues to impressive individuals are among the most satisfying parts of my job.

And to level-set: VCs don’t expect founders to be fully conversant with the investor landscape. That’s our job. That said, we can be far more helpful when you’ve done the basic legwork of deciding who you’re most interested in, and why. If you aren’t there yet, your ask should be for a 15-minute phone call to strategize.

When asking for help, reducing friction compounds goodwill and sets you up for success.