Before he became an investor, Adrian Ho spent years building brand strategy for companies like Microsoft, HP, BMW, and United Airlines, then co-founded Zeus Jones after leading strategy at Fallon, and he carries that background into investing by helping companies shape their category and story before he ever writes a check. He also thinks about business in terms of systems and complexity rather than typical financial patterns, drawing on ideas like organizational values and non-linear thinking to guide how he supports founders and frames what a brand truly is.