A friend asked me how to think about investing in consumer opportunities really early — pre-launch and often pre-product. I said:

it’s really hard to predict exactly the combination of brand and features that will make users love and adopt something. It’s especially hard when you are looking with few to no early anecdotes, data, or feedback. But here are two things I think about:

A) something that feels like it “should” work at scale and if someone explains it to their friend both would feel like they “should” use it

B) founders that seem smart enough and know what is going on in the broad area, and are so so hungry to iterate and make something great