How to Think Like an Investor

"Almost everyone we talked to agrees with this intellectually, but what we see is that making decisions that don't align when they're not thinking like an investor," he says. The third layer to apply this to you is the client level. "You may have a client that comes along that's squarely within your target market, has the problem that you solve that you should not work with." It's the intangibles such as attitude, company culture and buy-in from leadership which can disqualify clients.