“We’re not chasing hype brands. We’re backing businesses built on real product, real customer love, and a vision that lasts.”Raising capital might be the holy grail for some consumer brands - but is it always the right path? And if it is, how do you stand out to a VC who’s seen it all?This week, I’m joined by Claire Cherry, a partner at a global VC fund focused on backing category-transforming consumer brands. We cover everything from product obsession and omni-channel growth to red flags, community signals, and the very real cost of taking VC money. Whether you’re raising or just curious what investors see from the other side of the table, this one’s full of honest, practical insight.

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