Founder's personal brand What i mean here is that many a times customers employees and investors believe more on the founder's word and promises than the product or revenue model or anything else, so to make the world believe that even though not everything seems clear now but will be eventually or just getting those early set of loyal evangelisers for your application or your community, the founder's personal brand and his or her's personal brand in the market matters more For example - Kunal shah of cred or Ranveer Allahbadia of Monk E or Karan from Unacademy or Elon Musk per say, their companies get that initial set of customers or branding or even money per say, just because their founders have a respectable personal brand in the market As its said " you don't invest 100% in the product always, you invest in the leader building it "