La Famiglia’s Jeannette zu Fürstenberg and Judith Dada on the Picasso painting that is a startup

“B2B is all about social science and social context. It’s counterintuitive because you’d think that is B2C but in B2C, it’s more about the vision and brand and riding on this huge wave that is building up in the viral market. In B2B it comes down to people. If you have the ability to observe, listen, shut-up, and work your way from that, that’s the biggest asset that founders can have in terms of catering their solution to what is needed in the market.” — Founding Partner @ La Famiglia VC

La Famiglia VC doesn’t believe in conformist bets. Led by Dr. Jeannette zu Fürstenberg alongside partner Judith Dala, the fund invests in contrarian ideas that enable radical change within the B2B sector. “What we really want to see is founders with bold and transformative visions that have something in their character and in their nature that wills the future into being,” Jeannette explains. Since its start in 2017, the fund has closed two funds and invested in dozens of companies, including several co-investments with Seedcamp in data collaboration platform Graphy and employee service platform Back. In this episode of This Much I Know, Carlos speaks to Jeannette and Judith about their current sector interests, the role of sustainability in VC, and La Famiglia’s view on what makes a good founder. Having both studied social science at university, Jeannette and Judith also discuss the importance of thinking about social context when investing in and founding B2B companies.

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